Agenda

Day One: Pre-Conference Workshops
Tuesday - February 7, 2012

Morning Workshops

9:00am-12:00pm
Session Type:
Community Engagement and Customer Service
9:00A: Creating and Maintaining an Optimized and Personalized Facebook Presence
Most brands understand the importance of utilizing Facebook to grow and maintain brand loyalty. But what some fail to realize is how to use this social platform correctly and the value of creating a personalized and optimized presence. Attendees of Workshop A will be guided through the steps in deciding which Facebook platform to use and how to optimize that space. Further, attendees will receive several landing pages to choose from and will be walked through the process of incorporating these pages into their company’s Facebook Page. Workshop A will reveal the best secrets for getting your Page listed in Top News, creating a highly personalized Facebook presence, interactive landing page, and how to craft the right messages at the right times.

This workshop will undoubtedly increase the power of your company’s social engagement.

You will leave this workshop with:
  • Optimized Facebook landing tab for your brand
  • Understanding of how to use Facebook analytics to your advantage
  • Advice on how to best engage with those who “Like” your brand
  • Top Do’s and Don’ts for becoming a leading brand on Facebook


    		•
    Terra Spero
    Principle
    Realtime Marketing Group
    Session Type:
    Marketing Strategies & Tactics
    Agenda | Social Media Strategies Summit Chicago

    Social Media Conferences

    Marketing campaigns historically have been designed to work independently of a company's workforce. Social media, however, is putting pressure on that model, as more and more individuals outside the organization are choosing to bypass formal marketing messages in favor of person-to-person interactions.

    This hands-on workshop walks through steps companies should consider when beginning a workforce marketing campaign. Participants will leave with a combination of strategies and tactics for successfully integrating their workforce in social media marketing initiatives.

    Specific takeaways include:

    • A strategic review of what social media communication trends mean for marketing
    • How to prepare organizational leaders to manage a marketing-integrated workforce
    • How to avoid common pitfalls when engaging employees across marketing, sales, and operational silos
    • Keys to preparing a workforce to credibly communicate the brand promise
    David Fisher
    Trainer and Consultant
    Ajax Social Media
    Session Type:
    Community Engagement and Customer Service
    9:00C: Five Principles for Pharma's Social Media Success
    With the proliferation of digital media into the consumer market, traditional marketing has begun to lose its effectiveness. Consumers actively participate in discussion about brands and products that exist in a regulated market. Whether the conversation is occurring in the blogosphere, on wikis, across social networking sites, or on comment threads and forums, it is important to understand perception and reputation of the brand in order to create an effective strategy. This workshop will walk attendees through vital lessons learned by M80 while developing and executing strategies for pharmaceutical digital communication.
    This workshop will provide you with:

    • An understanding of how to respond to adverse events found within social media
    • Knowledge of tools used to identify possible crises
    • Social listening and analysis considerations (both free and licensed)
    • Parameters of online promotions and contests
    Stephanie Noble Hoeler
    Director
    M 80
    Session Type:
    Marketing Strategies & Tactics
    9:00D: How to Use Social Media and SEO so Your Press Release Gets the Job Done
    Don’t let the name throw you. Press releases are not just for journalists anymore. They’re a great way to reach consumers and your potential clients—if you know how. When you leave this workshop, you will be armed with the tools you need to hit the ground running:
    • How to write a press release for social media
    • How to Twitterfy your press release
    • The importance of key words and how to identify them
    • What’s up with a headline?
    • The role of the sub-headline
    Glenn Selig
    Founder
    PRNewsChannel
    Session Type:
    Sales Approach
    9:00E: New Media Entertainment: Using Transmedia Marketing to Fuel Wild Engagement
    Transmedia is defined as the art and science of integrated, cross-platform storytelling and branding. For years, the movie industry has utilized such multi-platform approaches to deeply engage target audiences. Today, virtually any organization can use these tactics to drive brand engagement, attract investors and create momentum around funding, ultimately leading to enhanced revenue generation. Carisa (@carisamiklusak) will present multiple industry case studies and - lending to a discussion that defines transmedia, how it has been put to use in the entertainment industry and how you and your company can use those same tactics to attract investors, raise funds, build brand awareness and loyalty and create emerging media advocates that help fuel the success of your offline targets.

    This workshop is designed for collaboration with a guided framework that will lead you to new ideas and tactics ready to fuel your businesses or project.
    Carisa Miklusak
    CEO
    tMedia
    Luncheon for Morning & Afternoon Workshop Attendees

    Early Afternoon Workshops

    1:00pm-3:00pm
    Session Type:
    Community Engagement and Customer Service
    1:00A: Using Social Media to Create Meaningful Engagements
    Yes, we're using social media. We're tweeting, we're updating, we're posting, we're having fun...but are we meaningful? Are our engagements driving actions and do they mean something to our campaigns? This workshop is dedicated to reviewing the use of social media and how it relates to the bottom line and company mission. We will explore social media engagements and interactions to identify those, which are meaningful and those which are not.
    During this workshop, you will:

    • Review company social media campaign case studies and your own company's social media campaigns
    • Determine the effectiveness and results of social engagements
    • Learn how to make your engagements more meaningful based on your campaign goals
    Jennifer Cohen
    President
    Something Creative, LLC
    Session Type:
    Measurements: Analytics, ROI and Tools
    1:00B: Measuring and Uncovering Value - Social Media Analysis for Regulated Industries
    Regulated industries are slowly but surely moving into social media channels, and the first step is listening and measurement. Monitoring and analysis of social media are foundational for using social media in building strategies, testing message directions, executing campaigns and measuring their success in-flight. However, confusion persists as to the right tools and process to use in order to measure social media, and there are unique challenges to the measurement of social media in regulated industries. This workshop will include:

    • Structuring your measurement program in order to receive actionable insights
    • The right questions to ask your analytics provider
    • Adverse events and crisis scenario measurement
    • Improving communications with social media analysis
    • Lead generation measurement and tracking
    Israel Mirsky
    E.V.P., Emerging Media and Technology
    Porter Novelli
    Session Type:
    Legal Risks & Strategies
    1:00D: Tools and Techniques for Social Media Protection, A Multi-Case Study
    Companies and professionals are getting attacked through social media on a daily basis. These attacks result in bad press, litigation, operational downtime and other negative effects that hit the bottom line. Company owners, officers and counsel are experiencing tremendous challenges reacting to these incidents from a technical, legal and press relations perspective. In the course of this workshop, you will be given real world case studies plucked from newspaper headlines and tasked with reacting to problems as they occur, developing a comprehensive plan to deal with different incidents, and outlining the key policy provisions needed to successfully deal with these issues in the future.

    You will leave this workshop with the ability to:
  • Download and use of free social media tools to help monitor and report on your social media activities and reputation management from a security perspective (bring your laptop)
  • Analyze the technical and legal ramifications of various types of social media threats
  • Develop a framework for managing social media security strategies
  • Develop action responses to social media threats and implement the P.E.E.R method (Policy, Educate, Enforce, Review) for creating corporate practices
  • Determine metrics and performance measurements related to various objectives for social media, including risk mitigation objectives


    		•
    Kubs Lalchandani
    Managing Partner
    Lalchandani Simon PL
    Gary Bahadur
    Founder of KRAA Security, and author of Securing the Clicks
    KRAA Security
    		 
    3:00pm
    Early Afternoon Workshops Conclude    		  

    Late Afternoon Workshops

    3:15pm - 5:15pm
    Session Type:
    Community Engagement and Customer Service
    3:15A: Leveraging Social Media in a Regulated Environment: Overcoming Inertia
    Social media has emerged as a tool proven to generate revenue and increase audience engagement for brands in all industries. As executives in regulated industries, we are in a unique position where we must adapt current strategies to take advantage of new media opportunities. Yet, we often face stringent parameters, policies and laws that significantly limit how social media can be used. In this hands-on workshop, Carisa (@carisamiklusak) and Orrie will guide the audience through and around obstacles, share case studies and legislation - empowering decisions makers in regulated industries to create and fuel successful social media strategies and engage core consumers, employees and stakeholders.

    In this workshop you will identify the largest opportunities for your company to leverage emerging media. It will be important to study relevant industry regulations. With these factors in mind, you will then begin to create a strategy that will keep you safe as you implement and benefit from new media
    Carisa Miklusak
    CEO
    tMedia
    Orrie Dinstein
    Chief Privacy Leader
    GE Captial
    Session Type:
    Sales Approach
    3:15B: Social Media Advertising… Taking It to the Next Level
    Social Media Advertising used to be about getting your 'fans' to your page. This is still one of the most useful tools in achieving fan growth. However, if you’re only using ads to initially target those who may be interested in your brand, you’re missing the bigger picture. Some of the best known, most highly trafficked, brands in the world are using digital advertising to not only make that first introduction, but to continue to foster greater relationships that will drive traffic and result in trackable ROI.

    Attendees of Social Media Advertising…Taking It to the Next Level will be armed with tools to determine the appropriate channels to use, tactics for social advertising, strategies for engaging brand advocates and practical ways to build a trusted brand through internalized advertising campaigns. This workshop will give brands the potential to break out of their social media comfort zone to create a more engaging way of turning fans into customers.

    You will leave this workshop with:

  • Clear understanding of the different advertising opportunities available for the major social platforms
  • Understanding of when to use each platforms to achieve campaign goals
  • Advice on the most successful campaign strategy based on business type
  • Top Do's and Don'ts for social advertising


    		•
    Terra Spero
    Principle
    Realtime Marketing Group
    Session Type:
    Legal Risks & Strategies
    3:15C: Crafting a Social Media Policy for Your Company
    It's no secret that many companies are using social media sites to connect with consumers, screen employee candidates and monitor the conduct of existing employees. Even if a company has not integrated social media into its marketing and HR strategies, the company's employees are using social media, often during business hours and/or on company-issued devices. Attend this workshop to learn about the key components of an effective social media policy. Participants will leave with legal updates, enforcement tips and an in-progress social media policy of their own.
    Jennifer Cohen
    President
    Something Creative, LLC
    Session Type:
    Marketing Strategies & Tactics
    3:15D: Twitter Analysis & Action: Cater to Followers and Attract Key Influencers to Get Results that Matter!
    You’ve gained a significant Twitter following and know you can do better in terms of KPIs and the quality of content you provide. But now what? There’s a value to every follower whether they’re a current customer, prospect, or key influencer. Twitter grows by the day and we all wonder how much opportunity we are missing out on based on our strategic decisions, or lack thereof. This workshop will provide practical processes and takeaways for a deep-dive analysis of your Twitter followers and how to map out a revised content strategy that focuses on getting results that matter. Kurt Krejny will provide a list of the best free and paid tools, real report examples, and ways to analyze data to create a strategy for success on Twitter. You will leave this workshop with:
    · A walkthrough of free and paid tools to analyze Twitter follower data
    · Utilize Facebook and YouTube to refine your Twitter strategy
    · Develop personas based on your follower research
    · Determine ways to create an engagement strategy that solves problems
    · Learn practical tips and tricks for enhanced Twitter visibility
    Kurt Krejny
    Director of Online Marketing
    Fathom Online Marketing
    Session Type:
    Community Engagement and Customer Service
    3:15E: Customer Service and Social Media: Why just answering a question is no longer enough
    While utilizing social media outlets as a B2C marketing tool is an obvious first step in today's current omni-connected climate, companies across the globe are also harnessing the power of these tools to help better serve and support their customers. Just like its marketing counterpart, though, customer service through social media is a new method of communication and as such, requires an adjustment to the traditional communication methods and tone being used. The modern, social-media connected consumer who turns to Twitter, Facebook, or G+ is just as interested in a company's devotion and empathy for the customer as they are in need of a question to be answered. In the social media world: Simply answering accurately is no longer enough.

    Even as more companies join the social media revolution by the day, just as many are simply not engaging with their customers in a way a customer wants to see. While marketing team may occasionally struggle to find an innovative way to interact with customers, the customer service department is uniquely capable of engaging literally any customer anywhere on the web - either happy or frustrated - and extending a hand to help. The introduction is always easiest, it's turning those customers into evangelists, and it rests squarely on the shoulders of your new social media customer service team.

    This workshop focuses on helping understand the differences between scripted customer service and service that people will write within the Social Media environment. You will leave this workshop with:
    · A better understanding of what a "Customer Service - Social Media" team should look like (size/ownership)
    · Real-world examples of how to respond to customer service
    · Advice on training, tools, and techniques used to help
    · Do's and Don'ts for designing and effectively using social media to better your customer service organization
    Clay Levering
    Customer Service Social Media Team Lead
    Sonos
    Late Afternoon Workshops Conclude
    5:30pm Welcoming Reception

    Day Two: General Summit
    Wednesday - February 8, 2012

    8:00am Registration and Breakfast
    8:20am Welcome and Introduction by Summit Producer Meaghan Edelstein
    8:25am
    Opening Keynote: Running the Gauntlet


    Jeffrey W. Hayzlett
    Best-selling Author, Business Change Agent & Marketing Expert
    9:10am
    Competing in the New Social Economy


    David F. Giannetto
    CEO, Senior Fellow at GSMI
    The Telos Group
    9:55am Refreshments & Networking
    BREAK OUT SESSIONS: No need to select just one track. Attendees can move freely amongst all four tracks. Take advantage of our 48 sessions.
      Business to Consumer Business to Business Small to Medium Business Entertainment
    10:10am
    Session Type:
    Community Engagement and Customer Service
    Weather: Everyone is Now a Social Meteorologist
    In this presentation, Derek Van Nostran will address how media companies and content creators can tap into their customers’ conversations and integrate this content seamlessly across their brand’s touch points, making each consumer connection more relevant and personal. He will address how The Weather Channel is using social media to allow its customers to become amateur weather reporters- uploading photos and videos to the web and alerting residents of approaching storms through various tools.
    Derek Van Nostran
    Vice President of Brand Strategy
    The Weather Channel
    Session Type:
    Community Engagement and Customer Service
    The Next Revolution Will Occur in Your Pocket
    Look at your mobile phone, your iPad, or your laptop. Notice the two things they all have in common? They all have a camera, and they all make you an international broadcaster. Now: Put that mobile phone in the pocket of a customer who just had a great experience with your brand, and that mobile phone becomes a PR megaphone, spreading the gospel of your business far and wide, and turning a regular customer into an evangelist for your brand. But: Put that mobile phone into the hands of a customer scorned, and it becomes a nightmare from which you can’t wake up. The examples are limitless, and all around us. Companies not responding, companies not caring, businesses shutting down due to one poor review, capsulized and beamed out to the world.

    In this exciting new Keynote, Peter Shankman, Customer Service and Marketing Consultant to companies ranging from Saudi Aramco to NASA to Disney, will teach you, using real world examples, that the next revolution won’t occur through PR, or marketing, or advertising, or even social media, but through customer service.

    Join Peter as he features such examples as: A Steakhouse’s customer service reaction to one single Tweet led to over $1.5 million dollars in earned media, and a 125% increase in sales. An airline didn’t listen to a customer on distress, but their competitor did, gave them a free ride home, and earned tens of thousands of dollars in new revenue. How a free product giveaway online during Hurricane Irene turned into hundreds of thousands of dollars of sales and product awareness for multiple small businesses across the country And much, much more!
    Peter Shankman
    Entrepreneur/Vocus Small Business Evangelist
    HARO
    Session Type:
    Marketing Strategies & Tactics
    Social Media 101- Back to the Basics
    Social Media 101- Back to the Basics, will walk attendees through important, foundational, howto’s, tips, tricks and instructions for any organization hoping to find success in social media. While there are many social platforms this session will focus on the three most widely used, Facebook, Twitter and Blogs.

    As the producer of social and mobile summits, contributing writer for Mashable, lead writer for Social Axcess, founder of social media based nonprofit, Spirit Jump, successful blogger and consultant, Meaghan has had the unique opportunity to utilize social media across various industries, work with hundreds of organizations and as a result discover what it takes to make social work.

    This session will use a variety of Meaghan’s most popular articles to reveal important social media strategies including;
  • Best ways to engage customers
  • Top ways to get customers to “Like” your brand
  • Effective methods for measuring ROI
  • Social media pitfalls to avoid
  • How to handle customer feedback
  • Social media goals every enterprise should set
    • This session is geared towards the social media beginner and experts looking for a quick refresher course.
    Meaghan Edelstein
    Vice President of Social Media
    GSMI
    Session Type:
    Case Study
    Reach your Audience on the Small Screen: TV to Mobile Engagement


    Patrick Mahoney
    VP Business Development and Strategy
    Mogreet
    10:55am Intermission
    11:00am
    Session Type:
    Measurements: Analytics, ROI and Tools
    New Insight – Uncovering Value Through Social Media Analysis
    From influencer identification to ROI calculation, social media data analysis is being used across the business world in an endless number of ways. We outline a number of innovative uses for social media data that are helping organizations measure and gain from their social media investments. We will survey the current state of the art in social media analysis, some of the hidden "gotchas", and explore the near future of the discipline.
    Israel Mirsky
    E.V.P., Emerging Media and Technology
    Porter Novelli
    Session Type:
    Legal Risks & Strategies
    Privacy and Security Concerns in Social Media
    Do you know who has access to your profile, tweets, posts and data and all the things they are doing with it? Do you understand all the legal and security ramifications of your conduct on social media tools? This session will explore these and related topics.
    Orrie Dinstein
    Chief Privacy Leader
    GE Captial
    Session Type:
    Marketing Strategies & Tactics
    How Small to Medium Businesses are Using Google +


    Erica Swallow
    Tech and Lifestyle Writer
    Mashable & American Express Open Forum
    Session Type:
    Community Engagement and Customer Service
    Peer-to-Peer Communication: Social Media as a Conversation of Equals
    A discussion, focused on but not exclusive to Tumblr, of how social media changes the interaction between brand and audience. In a new environment where entertainers/entertainment brands have the ability to talk directly with (rather than at) an audience, we'll look at how this fundamentally changes (for the better!) the ways brands can talk to people. Use cases, including how brands have had success on Tumblr, where they have fallen down, and how to adapt the platform for your own brand. Session will cover:

  • How to be a good host for your brand on social media
  • What other brands are doing on Tumblr
  • How to use Tumblr to your best advantage


    		•
    Mark Coatney
    Media Ambassador
    Tumblr
    11:45am Intermission
    11:50am
    Session Type:
    Case Study
    Building Social Engagement Across The Seasons
    Raising consideration and purchase intent levels in a seasonal business requires a commitment to year round consumer engagement and ongoing experimentation, not just seasonal promotional programs. This presentation will share how the Seasonal and Outdoor Living business at Sears and Kmart is using social and digital media to engage new customers, to turn loyal customers into advocates and optimize marketing spend. The presentation will share practical tips on embedding a “test and learn” mentality to the overall digital portfolio and how to ensure that social/digital media is fully aligned with the overall marketing and corporate strategy.
    Jennifer Dominiquini
    CMO, Seasonal and Outdoor Living
    Sears & K Mart
    Session Type:
    Marketing Strategies & Tactics
    How to Leverage Content Marketing to Generate Demand and Leads
    The presentation will be a series of case studies intended for mid to upper marketing management. They will learn how Myles helped his clients leverage an integrated, multi-channel approach to content marketing. Integration includes traditional direct mail marketing and advertising together with social media, mobile and the web. In this session you will learn how to innovate with confidence and build a multichannel marketing platform with limited resources and budgets.
    Myles Bristowe
    Chief Marketing Officer
    CommCreative
    Session Type:
    Measurements: Analytics, ROI and Tools
    Social Media – How to Monitor, Measure and Report for the SMB


    Dan Soschin
    Director of Interactive Marketing
    American Public University System
    Session Type:
    Legal Risks & Strategies
    Quest for Success: Legal Issues in Using Social Media to Promote Harry Potter?
    This presentation will be a case study of the legal and marketing issues raised (and successfully resolved) in creating a social media strategy for the video release of "Harry Potter and the Deathly Hallows."
    Dana Lira
    VP, Business and Legal Affairs
    Warner Home Video
    12:35pm Lunch
    1:35pm
    Session Type:
    Marketing Strategies & Tactics
    Building and Launching Social Media Marketing Campaigns
    At a time when consumers increasingly resent being marketed to, interactive campaigns like sweepstakes, contests and give-aways are a form of marketing that consumers actually like. This session will provide top tips for using social promotions like contests, sweepstakes, coupons and deals to grow your fans, followers, newsletter subscribers and ultimately sales. Stephanie will share the knowledge she’s gained from studying the more than 50,000 social promotions that have run via her company’s social media marketing technology. Her presentation will include tips that have been found to double or even triple a company’s fan page engagement, campaign ideas that have generated 5x ROI and numerous case examples from large brands, small businesses and non-profits.
    Andy Levey
    Cirque du Soleil
    Social Media Manager
    Stephanie Chaparro
    Social Media Strategist
    Wildfire Interactive
    Session Type:
    Measurements: Analytics, ROI and Tools
    Analytics and Measurement for Listening and Building Better Businesses
    You get that people, even business people, use social networks -- to conduct business even. But how do you get from case studies and theoretical concepts about how social media is supposed to work to a place where social media is actually working for your business? And by working I mean you don't have to duck out of the hall when you see the VP of finance walking towards you.

    You try things out, you measure them and you do more of the things that work and less of the things that don't work. Sounds easy, right? Guess what, it is. Gahlord will show you how to do it and give you some pointers on how to refine this process for your organization. Takeaways will include:
    • Removal of that sinking feeling whenever anyone mentions ROI
    • VP of Finance becomes your new BFF
    • Ability to move from a reactive, my-hair-is-on-fire social media "strategy" to something more sane
    • Stop burning out your talented internal social media staff
    • Analytic concepts and techniques
    Gahlord Dewald
    President/Janitor
    ThoughtFaucet
    Session Type:
    Community Engagement and Customer Service
    You've Got Fans, Now What
    Most brands have spent the past few years talking about how to get their customers to become their fans. It is time to ask, "Now what?" Yes, we have fans, what does that mean? How are brands treating their fans, what are fans expecting from these relationships? How do you take a growing base of consumers and turn them into brand advocates? Whether you are a for-profit or non-profit, deciding the next phase in your social strategy is what will determine continued success. This presentation will give insights into consumer expectations and engagement for continued growth.
    Terra Spero
    Principle
    Realtime Marketing Group
    Session Type:
    Case Study
    Immortalize Your Friends to Build a Fan-base that doesn’t Suck: An HBO True Blood Case Study
    Come hear how HBO leveraged it’s active, rabid fans of the show True Blood to create a campaign that built loyalty within the existing fans while building excitement and increased viewership for the new season. Paul McClay, Director of Strategy and Chris Thornton, CMO of Definition 6 will talk to you about how this idea was brought to life from concept to execution. In this session you will see:
  • How to dynamically integrate the Social Graph with your creative
  • How to involve your fans more in the story
  • How to create content that effective resonates with the audience in context
  • How to measure the impact of your efforts with your community


    		•
    Chris Thorton
    Chief Marketing Officer
    Definition 6
    Paul McClay
    Director of Strategy & Media
    Definition 6
    2:20pm Intermission
    2:25pm
    Session Type:
    Case Study
    Superfan: a Brand’s Best Marketing Asset- Case Study
    One of the well-documented effects of this social media age is the influence of a consumer’s personal network in making purchase decisions. The majority of consumers (74%) rely on social networks to guide purchase decisions. (Gartner, July 2010) When it comes to directly selling a product, the power of persuasion is now in the hands of consumer influencers. Chances are, if you have a decent customer base or your solution is one that resonates with a number of people, you already have influencers publicly advocating your brand. But have you identified these specific influencers? Maybe you are aware of who they are because you’ve seen their positive testimonials or heard from them directly. If so, what are you doing to cultivate their loyalty such that they will continue to support your product and endorse your brand?

    In this session, you will learn, through Boingo’s own Superfan development, how to harness the power of your biggest brand advocates by leveraging your social media channels (e.g., blog, Facebok page, Twitter) to identify and deepen the relationship with your brand’s biggest advocates.
    Baochi Nguyen
    PR and Social Media Manager
    Boingo
    Session Type:
    Community Engagement and Customer Service
    Customer Listening & Engagement


    LaSandra Brill
    Sr. Mgr, Global Social Media
    Cisco
    Session Type:
    Legal Risks & Strategies
    Death by 140 Characters: The Top Social Media Attacks
    It is incumbent upon companies large and small to develop and manage their social media presence. Those that resist or procrastinate can be beaten in 140 characters or less. How does an enterprise develop their strategy without inviting the common pitfalls, including everything from costly litigation to breaches of confidential information and regulatory requirements? This presentation will guide attendees through real-world factual examples and legal cases involving companies that failed to install the right technical safeguards, meet regulatory requirements, and implement enterprise-specific policies, systems and procedures.

    By the end of this interactive, engaging presentation, attendees will have gained a dual understanding of how to properly scrutinize potential social marketing strategies from a legal and technical perspective to protect their best interests. Attendees will learn to determine whether: (1) a social media strategy is vulnerable to leaks and breaches and; (2) Internet usage will expose their companies to litigation. In addition, attendees will benefit from (and enjoy) the presenters’ collection of real-world legal decisions and case studies that illustrate the do’s and don’ts of online strategies.

    Key takeaways for attendees include:
  • An overview of the technical landscape of social media tools
  • Technical protections available to help companies avoid leaks and breaches
  • An effective action plan for handling breaches
  • A categorized list of the most common legal pitfalls relating to social media
  • A framework for developing the right social media policies and systems with buyin and support from key constituents within your company or organization
  • Key steps to take when litigation arises


    		•
    Kubs Lalchandani
    Managing Partner
    Lalchandani Simon PL
    Gary Bahadur
    Founder of KRAA Security, and author of Securing the Clicks
    KRAA Security
    Session Type:
    Marketing Strategies & Tactics
    Make It Stick – Creating Compelling Digital Content that Engages Customers
    Make It Stick – Creating Compelling Digital Content that Engages Customers

    What makes a digital campaign a success, and how best to achieve your marketing goals through the creation of engaging digital content? In this session Bob and Steve will walk through commonalities in several successful digital initiatives, highlighting key components that can help get a digital experience off the ground and clicking with consumers. Several Webby-nominated and award-winning examples of games, social applications and “viral” videos will be shown and discussed, with highlights given from their respective specialties in creating effective and engaging interactive experiences for their entertainment industry partners and artists.

    Specific takeaways include:

  • Key components to include in a digital campaign that encourage success, user engagement, and even virality
  • Ways in which YouTube can be utilized to achieve specific marketing goals
  • Means of launching branded games that gets results and build brand awareness



    		•
    Bob Heinemann
    Consultant on Digital Projects and Game Development
    Pod
    Steve Curran
    Founder and Creative Director
    Pod
    3:10pm Intermission
    3:15pm
    Session Type:
    Legal Risks & Strategies
    Advertising Self Regulation & Social Media
    What are the regulatory and self-regulatory “rules of the road” for advertising in social media? The session will explore the current landscape of advertising law as it applies to social media, including the use of endorsements and testimonials, online behavioral targeting and claim substantiation as well as the role of industry self-regulation.
    Kathryn Farrara
    Senior Attorney, National Advertising Division
    The Better Business Bureau
    Session Type:
    Marketing Strategies & Tactics
    Social Media as a Business Tool: Beyond Branding
    Early adopters of social media quickly realized the power it lends to branding and marketing. Beyond branding, emerging media provides organizations with an immediate opportunity to enhance their results in many areas of their businesses including sales, customer service, public relations, recruitment, and research and development. In this presentation, Carisa (@carisamiklusak) takes participants on a deep dive into utilizing social media as a business-to-business and business-to-consumer tool, addressing the most critical new media issues faced by organizations. Presenting impacts and opportunities, Carisa will share multiple case studies, best practices and tactics that illustrate how to build a commanding and sustainable social strategy.
    Carisa Miklusak
    CEO
    tMedia
    Session Type:
    Marketing Strategies & Tactics
    Email and Social Media: The New Rules of Engagement


    Mark Schmulen
    General Manager, Social Media
    Constant Contact, Inc.
    Session Type:
    Community Engagement and Customer Service
    The Evolution of Media: Taking News into your own Hands
    As a former newspaper executive editor and now managing editor in the so-called new media world, Ronnie Ramos understands the importance of today’s changing media landscape. The demise of daily newspapers and the rise of social media - presents a great opportunity for companies to become their own media and tell their stories, their way, on their platforms. Using the world of college athletics as an example, Ramos will show you what college athletic departments, small schools and even individual teams are doing to get their messages out.
    Dana Thomas
    Assistant Director, Social Media Strategies
    NCAA
    Ronnie Ramos
    Managing Director for Digital Communications
    NCAA
    4:00pm Afternoon Break
    4:15pm
    Closing Keynote- Should Gamification Be Part of Your Social Media Strategy?
    Gamification made it into the Gartner’s Hype Cycle as an Emergent Technology of 2011. As such, there is much hype about the seemingly magical power of gamification, which can apparently make people do something that they normally wouldn’t. But what can gamification do for you as a social media strategist? To answer this question, we’ll need a deeper understanding of social media, beyond the mere technology.

    There is little doubt that social media is one of the most rapidly adopted technology. However, the success of social media is not accidental. There is a reason why social media appeals to such wide audience. Yet, no one really asks the question, “Why?”

    This session will examine social media through a different lens and try to understand the “social science” of social media. This perspective not only allows you to understand the strength, but also the limitation of social. That is where gamification can really help. Since gamification is best at driving behaviors and actions, we will explore its synergy between social media.

    We will also systematically understand why gamification is able to drive actions so effectively and predictably through the lens of psychology and behavioral economics. This not only gave you a framework to evaluate the effectiveness of any gamification, you can also use it as a design paradigm to create effective gamification strategies in the future. Finally, we will discuss the long term implications of gamification. Despite its magical power, gamification is not a panacea. This session will present two sustainable gamification strategies that will help you boost the effectiveness of your social business.


    Michael Wu
    Principal Scientist, Analytics
    Lithium
    5:00pm Closing Remarks
    5:20pm Networking Reception

    Day Three: General Summit
    Thursday - February 9, 2012

    8:00am Registration and Breakfast
    8:30am Introduction by Summit Producer Meaghan Edelstein
    8:40am
    Opening Keynote: Beyond Social: Where the Social Media Revolution Goes Next
    What if you suddenly found yourself with the power to read peoples' minds? What if you could find out about a person's entire professional background while waiting for him to answer your phone call? What if you could find a person's contact information without even knowing a last name? With social media, these are no longer "what if" scenarios. They are the reality of the world we live in -- and the impact of this new reality is nothing short of revolutionary. The real question is, where does this revolution take us—what does all this mean for the way we work and play? Keynote speaker Jason Seiden looks at the data, the trends, and historical precedent to get you an answer. The result is a forward looking plan—grounded in solid strategy and proven tactics—that will carry you beyond social, and prepare you for what comes next.
    Jason Seiden
    Co-Founder
    Ajax Social Media
    9:25am
    State of the Social Union


    David F. Giannetto
    CEO, Senior Fellow at GSMI
    The Telos Group
    9:45am Refreshments & Networking
    BREAK OUT SESSIONS: No need to select just one track. Attendees can move freely amongst all four tracks. Take advantage of our 48 sessions.

      Business to Consumer Business to Business Nonprofit & Government Organizations Regulated Industries
    10:00am
    Session Type:
    Community Engagement and Customer Service
    Managing the Managers
    Exploring the characteristics of successful community managers: Work flow, guardrails, claims training and playbooks that lead to effective results. Will take a look at the differences/challenges of revealing your manager to the world (Lunchables) versus remaining a corporate voice (American Airlines, Oscar Mayer….) Touching on best practices from finding, hiring and setting up your community manager for success. Answering concepts such as “what are the ethics of over-seeing the community managers existing online personal space,” and more.
    Marcy Massura
    Digital Community Manager
    Weber Shandwick
    Session Type:
    Measurements: Analytics, ROI and Tools
    Twitter for Business: Cultivating Communities & Maximizing Engagement
    B2B social media presents an opportunity to not only cultivate communities on social platforms, but also amplify awareness for a company’s brand. Cross-channel marketing requires businesses to create relevant content for their subscriber base as increased relevancy spurs increased engagement with customers online. It’s important to understand how all the pieces, from monitoring conversations to customer interactions to analytics that show ROI, are a necessity in processing how social services have transformed the way people communicate, share and make purchase decisions. In this session, you will learn how to use Twitter to better market your services and establish industry contacts. Attendees will also learn how businesses can best utilize Twitter, how to build a Twitter following, and how to take advantage of all the search tools and other platform applications to show ROI.
    Marcus Nelson
    Director of Social Media
    salesforce.com
    Session Type:
    Case Study
    Charity: Water’s Grassroots Movement: 100%, Proof & Storytelling
    Paull Young, Director of Digital at charity: water, will talk about the underpinnings of charity: water’s success online. Charity: water has provided over 2 million people with access to clean and safe drinking water in just 5 years due to a brand model based on a 100% funding model, proving every projects with GPS and photos, and an innovative online fundraising strategy hinging around great content.
    Paull Young
    Director of Digital
    charity:water
    Session Type:
    Legal Risks & Strategies
    Lawyers, Booze and Money: Social Media Compliance for Regulated Industries


    Jonathan Hyman
    Partner
    Kohrman, Jackson & Krantz in Cleveland
    10:45am Intermission
    10:50am
    Session Type:
    Case Study
    Moving Beyond Facebook 'Likes' - Integrating the Social Layer Across the Consumer Experience
    The next big innovations will be across the intersection of social, local and mobile technologies (SoLoMo). Learn tips, tricks and tales from the front lines of travel. Successful brands are moving beyond viewing social media as a channel, and are integrating social features across the end-to-end experience.
    Sam Shank
    CEO and Co-Founder
    HotelTonight
    Session Type:
    Measurements: Analytics, ROI and Tools
    Collecting Insights via Social Media for a 360 Degree View of Your Customer


    David Jackson
    CEO
    Clicktools
    Session Type:
    Sales Approach
    Actions to Impact: The Next Frontier of Online Engagement
    Join Susan Gordon, Director of Nonprofit Services at Causes.com, to get a sneak peek into the next frontier in online engagement. Whether your next campaign is an advocacy, awareness-raising, or fundraising campaign, you'll be inspired by what's ahead and learn valuable best practices for what's actually working to drive mass-scale online action. Causes.com has fully integrated with the new Facebook changes and launched a new suite of tools for nonprofits, activists, organizers, and even companies to use these tools to build grassroots movements for change. She'll talk through case studies of how these tools have been used and, more importantly, how your organization can create more meaningful and successful online campaigns.


    Susan Gordon
    Director of Nonprofit Services
    Causes
    Session Type:
    Legal Risks & Strategies
    Ten Strategies for Managing the Legal and Regulatory Risks of Social Media
    What you’ll learn in this session:

  • What’s on the regulators’ radar?
  • Do’s and don’ts of social media policies
  • How to effectively communicate with and educate employees
  • Practical approaches for enforcement
  • Monitoring social media efforts
  • Evaluating when and how to engage and respond to posts
  • Developing a crisis communications plan


    		•
    Aparna Dave
    Senior Counsel
    Wells Fargo & Company
    11:35am Intermission
    11:40am
    Session Type:
    Legal Risks & Strategies
    The 4 Core Components of a Successful Social Media Strategy: Marketing, Communications, Sales and LEGAL
    Law firms have significant regulations on how they can and cannot develop business and interact with prospective company clients. As a result, we have learned that an effort to leverage social media to increase brand recognition, enhance client service and develop new clients must involve members of marketing, sales/business development, PR/communications and legal. If, as a corporation you do not approach social media with an integrated strategy and include your legal department you risk not only failing but also violating ethical, legal and potential privacy laws depending on your industry. This panel will discuss some of the legal issues that can arise when implementing a social media strategy as well as the importance of ensuring that social media is not isolated from sales, marketing and public relations.
    Jasmine C. Trillos-Decarie
    Director of Marketing & Business Development
    Foley Hoag
    Paul Sweeney
    Partner
    Foley Hoag
    Session Type:
    Marketing Strategies & Tactics
    Switching On: Models For Entrusting Access To Internal Users
    In the rush to get internal mobile strategies off the ground that go beyond email and calendaring, organizations are looking to develop in house app development expertise to better serve mobile workers. The catch? The spectrum of mobile workers is broad, and various roles need different tools - and levels of access - to make their jobs easier using mobile tools. This session will outline routes to success with mobile than range from simple content sharing to complex, full function work environments accessible from users' mobile devices, either company or self provided.
    Chris Silva
    Industry Analyst
    Altimeter
    Session Type:
    Community Engagement and Customer Service
    Cause Marketing and High Level Engagement: How brands can leverage social networks and achieve high level engagement to grow their reputations business


    Eric Rardin
    Director of Nonprofit Services
    Care2, Inc.
    Session Type:
    Case Study
    Having Fun with Social Media in Regulated Industries


    Shannon Paul
    Blue Cross Blue Shield of Michigan
    Manager, Social Media, External Affairs
    12:25pm Lunch
    1:15pm
    Session Type:
    Case Study
    High Tech, High Touch: How Brands Can Leverage Social Media to Connect with Consumers Both On and Offline


    Elizabeth Pizzinato
    Senior Vice President, Marketing and Communications
    Four Seasons Hotels and Resorts
    Session Type:
    Community Engagement and Customer Service
    Social Content & the Future of Social
    Content is discovered, read, discussed and shared by consumers millions of times every day. With the emergence of Social Networks, consumers have changed the way they think about content and how they engage with it. The choices consumers have, their interests, and their friends opinions matter and impact the content that rises to the top. Marketers and brands are just beginning to understand this shift - how listening to their customers and talking about topics that are relevant to them will enhance brand loyalty and deliver a deeply personal and shareable experience. In this session, we will explore how consumers are engaging in content in the new Social Web and how marketers are joining the conversation.
    Patrick Albano
    Executive Director of Social, Mobile and Product Solution Sales
    Yahoo!
    Session Type:
    TBA


    Session Type:
    Case Study


    Stephanie Noble Hoeler
    Director
    M 80
    2:00pm Intermission
    2:05pm
    Session Type:
    Case Study
    Social TV – The New Television Ecosystem


    Jennifer Kavanagh
    Senior Vice President Digital
    Oxygen Media
    Session Type:
    Marketing Strategies & Tactics
    Brands Living in Beta - Three Tenants for B2B Social Strategies


    Rob Powers
    SVP Marketing
    Digitas
    Session Type:
    Sales Approach
    Making Mobile Matter


    Doug Plank
    CEO and Founder
    MobileCause
    Session Type:
    Marketing Strategies & Tactics
    How to Succeed in Social Media for Business Without Really Trying


    Terry Golesworthy
    President
    The Customer Respect Group, Inc.
    Troy Janisch
    Director of Marketing Communications
    Sentry Insurance
    2:50pm Afternoon Break
    3:15pm
    Closing Keynote- Putting It In Practice: Proven Approaches To Social
    Altimeter Group has spent the past year reviewing the structures and approaches that make social media strategies effective, no surprise, thoughtful, coordinated approaches that involve all of the organization are the proven recipe to thrive in social while avoiding common social media pitfalls. This session will bring together the insights and advice shared throughout the event and apply them to tested models to social strategy at the enterprise level. 
    Chris Silva
    Industry Analyst
    Altimeter
    4:15pm Closing Remarks

    Topics Covered Through Every Track:

    Marketing Strategies & Tactics

    There are a myriad of approaches organizations can take when it comes to social media marketing. Workshops and sessions indicated by orange cover a variety of easily implementable tactics and strategies for crafting, maintaining and growing your organizations social media marketing.

    Case Studies

    One of the most advantageous learning tools is the case study. Attend sessions in yellow to hear case studies from organizations leading the way in the social space. During case study sessions you will hear, first hand, how organizations have successfully used social channels, dealt with failure and avoided pitfalls. Use case studies to set benchmarks, analyze your organizations current use of social media and avoid making some of the common, and not so common, mistakes.

    Measurements: Analytics, ROI and Tools

    Across all industries measuring social media can be extremely difficult. In fact, defining return on investment (ROI) is arguably one of the most frustrating yet important aspects of social media. While there is no uniform way to measure social media there are techniques and tools to help build the right measurement strategies for your organization. Attend sessions in green to gain insight on ways to monitor, create lead generation, measure and track social media investment, as well as, discover analytic concepts and techniques.

    Community Engagement and Customer Service

    Building, growing and managing online communities continues to be the most common use of social media. Although hugely popular with social users, community engagement doesn’t happen accidentally. Strategy, planning, trial and error all play a role in building, growing and managing engagement in any online community. Sessions in blue focus on educating attendees on the many factors that play a role in achieving successful community engagement. The use of social media as a customer service tool becomes more widely used every day. Social channels like Twitter and Facebook provide customers with real-time access to your organization but are you listening, responding and making the right adjustments. Attend sessions in blue to learn strategies, tactics, best practices, top do’s and don’ts, and the ROI of social media customer service

    Sales Approach

    Whether selling products, services or raising funds social media provides numerous avenues for getting the job done. Some of the best known, most highly trafficked, organizations are using social media to advertise, sell and fundraise. Attend workshops and sessions in pink to become more savvy at selling and fundraising through social platforms.

    Legal Risks & Strategies:

    In the ever-changing world of social media organizations are finding it difficult to navigate the complicated legal issues. Attend workshops and sessions in purple to learn practical strategies for staying compliant with regulations and safeguarding against legal risks while maintaining creative and engaging marketing campaigns.
    /assets/templates/2012/banner/3.jpg