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Social Media for Savvy Marketers Event Session Descriptions April 18-19, 2013 Cecelia Taylor | @CiscoSocial | Updated: April 17, 2013

Social Media for Savvy Marketers Event - Session Descriptions

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This event (April 18-19, 2013) will bring together some of the leading B2B and B2C minds in business, digital, social and technology to discuss what’s happening today in social and digital marketing — and what’s coming in the future. Our panels, presentations and keynotes are designed to help brands understand how this change is impacting their business and marketing, and we'll shed light on what they need to know to be ready for what’s next.

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Page 1: Social Media for Savvy Marketers Event - Session Descriptions

Social Media for Savvy Marketers Event Session DescriptionsApril 18-19, 2013

Cecelia Taylor | @CiscoSocial | Updated: April 17, 2013

Page 2: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2

The Importance of Social LeadershipThe importance of socializing themselves seems to be universally understood by companies. Yet the role of leadership in social is only now beginning to be examined.

Being social does many things — it relates to followers that leadership understands the digital and social world we live in and it provides a perceived transparency into the business.

It also serves to engage employees and partners — showing an understanding of the role social channels play in getting business done.

April 18 – 9:00 AM

Jeanette GibsonSr. Director

Social & Digital Marketing – Cisco@jeanetteg

Page 3: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3

The Convergence of Search & SocialMost marketers will agree that social is an important, if not necessary, driver of awareness and customer engagement as well as a robust source for detailed customer data and insights. A less understood facet of social relates to the dynamic opportunities that arise when performance marketing (SEM & SEO) and social marketing converge.

Marketers who integrate these two digital disciplines can more effectively optimize their content, messaging, media placements and overall strategic approach. These opportunities beg for a better understanding of the dynamics between links, search ranking, paid search, social sharing, content generation and content distribution.

April 18 – 9:45AM

Jon WegmanVP, Solution Development

Performics@jwegman

Page 4: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4

Developing Strategies for Multi-Screen Experiences

Lori Schwartz, ModeratorTechnology Catalyst, PrincipalWorld of Schwartz@WorldofSchwartz

Robert PietschDirector, Sales-WestTwitter@rjpietsch

Lisa WillettVP, Digital SalesABC@lgw1277

Jonah MintonSVP, SalesFullscreen@JonahMatthew

It’s unavoidable — an increasing number of people are on screens of all sizes at all times of day. And they use those devices differently, motivated by urgency, situation, convenience and entertainment. This means strategies can no longer be rooted in a single screen, or worse, retrofitted into smaller screen experiences.

Companies must consider the portability and utility of their content first in order to enact a “big idea” that can shape-shift or even allow a participant to chase new content down different screens.

April 18 -10:45 AM

Page 5: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5

The Evolving Role of Data & CreativityData and creativity generally seem diametrically opposed, and while organizations typically understand the role of data when it comes to articulating an audience strategy, media plan or user experience, they may not realize that there are also huge opportunities for creative optimization using testing and data across Web, search, email and social.

These technologies help us to understand what type of creative content and messaging is resonating with people, which allows us to make the content we produce smarter and ultimately more engaging for audiences of all kinds, whether they're buying software, soap or services.

April 18 – 12:45 PM

Matt RozenGroup Manager, Social Media

Adobe@mattyroze

Page 6: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6

How Mobile & Social CombineSteve LauMobile Marketing, Cisco@CiscoSocial

Eric NewmanVP, ProductsDigby@digbymobile

Tomer CohenProduct Lead, MobileLinkedIn @cohentomer

Jeff EddingsSr. Director Emerging MarketsTurner Broadcasting@jeffeddings

Sara MurphyProducer Food Network@foodnetwork

With our population’s growing reliance on technology and access to information, social marketing has needed to shift its purpose from being present to being relevant. This reality is only amplified by mobile.

The explosion in smartphone ownership has propelled dozens of newly formed expectations and behaviors that are closely aligned with social. And so it was inevitable that brands would find themselves needing to address the confluence of these two mediums.

The interconnectivity of social and mobile is presenting entirely new challenges and opportunities for brands to tackle, from showrooming to "information in motion" to behavioral messaging to SoLoMo.

April 18 -1:30 PM

Page 7: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7

Data: How to Avoid Leakage (Ownership, Transfer, Partners)

Raghu KakaralaSVP, TechnologyEngauge@interpolate

David RolloSVP, StrategyBlinQ Media@iRollo

Tara ArmstrongVP, Analytics & StrategyRealTime Media@realtimemedia

Leslie PetryDirector, Product MarketingAggregate Knowledge@akIntelligence

When it comes to data, organizations have a lot to work with. At our fingertips is a rich amount of information – location, preferences, purchase history, email, conversational data, social activity, social chatter and more.

Organizations (both B2B and B2C) must continue to own their own data and use this data responsibly in their efforts to target consumers at the right time with the right message. 

This is particularly true when you consider the opportunities personalized messaging presents across all digital mediums (search, social, mobile, etc.).

April 18 - 2:45 PM

Page 8: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8

Social Influence MarketingPerrine V. CramptonCommunity Programs ManagerCitrix@pcrampton

Todd WilmsSr. Director, Social MediaSAP@toddwilms

John TroyerDirector, Social Media EvangelistVMware@jtroyer

Darin WolterEVP, Global SalesMarketwire@dwolter

While social influence marketing has taken the B2C world by storm, the B2B space has lingered behind, more encumbered by the need to budget against measurable results. Yet the reigns are loosening.

The reality is that, while behaviors are very different among B2B influencers, the opportunities for amplifying messages and driving action are just as worth pursuing.

This session will explore how B2B marketers should address a social marketing influence plan, including identifying andunderstanding key market segments, the motivations encouraging influencers to work with brands, the return on investment and setting expectations..

April 18 - 3:45 PM

Page 9: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9

Social CRMOver the last few years, people have swiftly developed a set of behaviors and expectations that align with their increasing access to technology and information and their inclination for social sharing and interaction.

That means organizations of all kinds must begin to focus on the role of Social CRM — and the integration of social collaboration into the customer experience.

This allows you to build brand advocacy, source ideas and test products, resolve problems, identify leads and listen and engage.

April 19 – 9:00 AM

LaSandra BrillSr. Manager

Social & Digital Marketing – Cisco@LaSandraBrill

Charlie Treadwell @CharlieAtCiscoLeslie Lau @LeLau

Page 10: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10

Gamification: What it Means TodayDrew Olanoff, ModeratorCommunity DirectorTecCrunch

Brian WongFounder & CEOKiip@brian_wong

Molly KittleVP, Digital StrategyBunchball@molkittle

Caroline DangsonProducer Badgeville @cdangson

Bill PlattSVP, OperationsEngine Yard@wplatt

Gamification refers to the use of game mechanics in non-gaming contexts. This concept gained momentum quickly, with companies like Get Glue or Foursquare capitalizing on with the addition of gamification elements.

Soon, other companies and products were using the tactics to motivate their audiences to action and continued engagement. Yet, mysteriously, the conversation about gamification seemed to fizzled out as more mainstream businesses struggled to see what it meant to them.

There are, right now, very real opportunities for organizations to incorporate game mechanics into their marketing strategies.

April 19 – 9:45 AM

Page 11: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11

Brand Journalism: Be Your Own ChannelWhile we communicators are used to thinking in B2B or B2C, social media has literally changed everything... and communicators are changing with the times. Rather than thinking B2B, how about BCEE to Me to BCEE?

Because today's world really involves Businesses, Consumers, and Everyone Else share with our organizations, and then our organizations joining conversations and sharing our best thinking about our brands and what we offer.

Find out how Kaiser Permanente is using social media and becoming its own publisher as it promotes and protects its brand, and improves how it cares for 9 million members nationwide and the communities it serves.

This session will have a special focus on how teams at Kaiser Permanente have embraced video as a key content element in its social media channels - and has done it in a cost-efficient way.

April 19 – 11:00 AM

Vince GollaDirector, Digital Media &

SyndicationKaiser Permanente

@vincegolla

Page 12: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

Driving Social Into BusinessLong gone are the days when social was only a marketing practice. Today, social impacts all corners of an organization — legal, customer service, finance, client managers, crisis management and even product development.

There are very real business implications in this socially connected world, and it means that companies must learn how to drive social into their business. This requires education, best practices and policies that many do not already possess..

April 19 – 12:45 PM

Jonathan PerelmanVP, Agency Strategy

& Industry DevelopmentBuzzfeed

@jperelman

Page 13: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13

Visualize It!As technology evolves, it begins to better complement the way people inherently think, plan and buy — visually. Image-based platforms leverage the human desire to categorize things visually — the desire to see, share, save, and be inspired.

This shift impacts consumer audiences largely, but it also has obvious impact on B2B-focused brands as well — consider infographics, content redistribution (white papers, e-books), videos (how-tos), event fodder (from conferences and events), product images, product uses, corporate transparency, sustainability practices (community involvement) and more.

April 19 – 1:30 PM

James GrossCo-Founder

Percolate@james_gross

Page 14: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14

Battle of the GenerationsNicola Smith, ModeratorVP, InnovationEngauge@Nicola_Smith22

Allison JohnsonSr. Digital Marketing Mgr.EMC@alohaallijohn

John EarndhartVP, InnovationCisco@urnhart

Izak MutluVP, Info Security (CISO)Salesforce.com

We know various generations do things differently. Attitudes about brands, use of technology, decision-making, comfort with social sharing — all of these vary from generation to generation.

Studies tell us what many of these differences are, and we use them to inform decisions about how we go to market. Yet nothing quite compares to hearing it from the horse’s mouth — in a “battle of the generations.”

April 19 – 2:30 PM

Page 15: Social Media for Savvy Marketers Event - Session Descriptions

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15

Agenda: April 18-19, 2013Time Day One Time Day Two 9:00 The Importance of Social Leadership 9:00 Social CRM

9:45 The Convergence of Search & Social 9:45 Gamification: What it means today

10:30 BREAK 10:45 BREAK

10:45 Developing Strategies for Multi-Screen Experiences

11:00 Content Marketing

11:45 LUNCH 11:45 LUNCH

12:45 The Evolving Role of Data and Creativity 12:45 Driving Social into Business

1:30 How Mobile and Social Combine 1:30 Visualize It!

2:30 BREAK 2:30 Battle of the Generations

2:45 How to Avoid Leakage (Ownership, Transfer, Partners)

3:30 Closing Remarks

3:45 Social Influence Marketing 4:00 END OF EVENT

4:45 Cocktail Hour

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© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

RegistrationAttendance is free of charge for all attendees:

• Register for Webcast attendance:http://cs.co/SMEventWebcast

Page 17: Social Media for Savvy Marketers Event - Session Descriptions

Thank you.