Program

Day 1

TIME ABSTRACT
7:00 - 9:00 AM Registration & Breakfast
9:00 - 9:40 AM KEYNOTE — Doing Business in the Social Media Age
Kendall Collins, Chief Marketing Office, Salesforce.com
9:40 - 10:20 AM KEYNOTE — The Analytics of Social Media: Proof of the Return for the Investment (Presentation - PDF)
John Squire, Chief Strategy Officer, Coremetrics
10:20 - 10:30 AM Break
10:30 - 11:15 AM The True Drivers of a Successful Social Media Strategy (Presentation - PPT)
In this session, industry experts will share their insights on the true drivers of a successful social media strategy.
Francois Gossieaux, Partner, BeeLine Labs
 

Workshop - How to Market your Business on Facebook (Presentation - PPT)
Creating a page on Facebook is pretty easy — so easy, that a lot of “unofficial” pages have sprung up for most brands and celebrities.

We will review the basics of setting up your fan page with many valuable tips.

More important is how you market your Facebook Fan Page to increase revenue, drive website visitors and create brand awareness through customer engagement.

In this workshop you will learn:
• Ten tips for getting your Fan Page found
• How to create a branded Facebook user name
• How often should you be posting and what should you be posting
• Should you advertise on Facebook
• How can you use Facebook to build your email database
• What types of contests and user polls you should be using to drive engagement
• How you can promote special deals and offers to the fans of your Facebook page to drive revenue

Many companies make the mistake of creating a Facebook Group Page rather than a Fan Page.  You will learn the difference between the two.

We will have examples of "best practices" for you to follow and how to measure your success.

There are many apps for Facebook and we will review the apps that you should consider employing with your Facebook marketing efforts.

Gordon Liametz, Founder and CEO, Revenue Performance
Mary Rice, Manager, Revenue Performance
11:15 - 12:00 PM How to Leverage Online PR with Social Media
The session will feature a panel of industry experts sharing their ideas on how to leverage online PR efforts using social media to extend reach and target the right audiences.
Jiyan Wei, Director of Product Management, PRWeb
Greg Jarboe, President, SEO-PR
Louis Grey, Founder, Louisgray.com
Moderator: Tom Foremski, Silicon Valley Watcher
  Workshop - Setting up a Successful Social Media Program (Presentation - PDF)
In this session Brian Mullin, who until recently managed the Buzz Marketing team at Yahoo! and the social marketing strategy for the CMO's Office, will address the essential elements of setting up and scaling a successful social media program.

He will share his insights and address key components needed to setup, operate, and scale a social media program.

When he took the helm of social at Yahoo, he implemented an audit of Yahoo's entire social footprint across the company while aligning with various departmental stakeholders, and then addressed three key areas: the foundation of social marketing, tapping your social influencers both internally and externally, and ultimately raising your companies industry profile.
Brian Mullin, Founding Partner, Manifold
12:00 - 1:00 PM Lunch
1:00 - 2:00 PM The New Paradigms of Social Commerce
Industry experts on social commerce discuss how social media impacts purchases and how it is creating new paradigms for commerce.
The panelists will answer:
• What is social commerce?
• What are the key factors driving it such as access to purchase behavior on social networks, a shift in power of consumers vs merchants or are payment systems becoming more social or something else?
• How is mobile commerce merging with social commerce? What are the opportunities to innovate in this space?
• Example of panelists' favorite social commerce use case?
Laura Peile, Head of Mobile, PayPal
James Dellisanti, CEO, iLikeList
Kathleen McMahon, Marketing Maven, SoundLoud
Gordon Liametz, Founder and CEO, Revenue Performance
Moderator: Sudha Jamthe, Social Media Strategist, PayPalX Platform, x.com
2:00 - 3:00 PM Social + Email Marketing: The Dynamic Duo
When it comes to social media marketing E-mail can be a marketers secret weapon. By combining email with social media businesses increase customer awareness, loyalty, retention and reach. By combining email with social media your business can have a greater potential of turning fans of your company into evangelists using a lot less resources than if you just went straight out into social media communities and started engaging.
Blaine Mathieu, CMO, Lyris
Louis Sirico, Founder and President, Industrywizards.com
3:00 - 3:15 PM Break
3:15 - 4:00 PM How Social Media Changes the Way Marketers Must Think About Consumer Influence
Marketers have long focused PR efforts on key influencers in traditional media and marketing efforts on everyone else. But social media has brought about a new category of Influencer: The Mass Influencer combines the influence of old media with the scale of consumer audiences. How must marketers work with Mass Influencers, and how do they fit into the Peer Influence Pyramid with Social Broadcasters and Potential Influencers?
Augie Ray, Sr. Analyst - Social Computing, Forrester
4:00 - 5:00 PM Blogging for Business
In this session, leading corporate bloggers will discuss how businesses are using blogs for announcements, crisis management and branding, product promotions and as well as the legal implications.
Richard Brewer-Hay, Chief Blogger, EBay
Tony Welch, Lead Social Media Strategist and Community Manager, HP
Ed Terpening, Vice President, Social Media, Wells Fargo
Moderator: David Needle, West Coast Bureau Chief, Internet.com
5:00 - 8:00 PM Reception

Day 2

TIME ABSTRACT
7:00 - 9:00 AM Registration & Breakfast
9:00 - 9:40 AM KEYNOTE — How Citibank Is Using Social Media (Presentation - PPT)
Jaime Punishill, SVP Social Media, Citibank
9:40 - 10:10 AM KEYNOTE - Why Brands Should Use Social Media To Engage Early (Presentation - PPT)
There is a fundamental shift taking place from brands pushing messages in one direction to a two way engagement with their customers. Businesses are realizing that engaging with their customer has a impact on their bottom line.
Brian Solis, Author of Engage & Founder of Future-Works
10:10 - 10:30 AM Break
10:30 - 11:30 AM How to Implement Social Media Strategies for Big Business
This panel will feature three social media managers at big businesses both B2B and B2C, sharing their experiences on implementing social technologies in large corporate environments.
Duncan Drechsel, Social Media Strategist, Walmart (formerly)
Michael Procopio, Enterprise Social Media, HP
Rich Harris, Senior Manager, Social Media, Seagate Technology, Seagate
Moderator: Jennifer Leggio, Social Business, ZDNet
  Workshop - How to Market on Twitter and YouTube (Presentation - PPT)
Twitter is a free social networking and micro-blogging site. You post messages of 140 characters or less, known as “tweets.” Your tweets are visible on your profile page and sent to everyone in your Twitter network, known as “followers.”

In this workshop you will learn:
• How to use Twitter to drive revenue, build your email database and brand awareness
• Learn our five step marketing plan for Twitter
• Avoid the biggest mistakes made with Twitter
• Examples of "best practices”
• How to measure your success
• Valuable Twitter tools and apps that you should be using to market with Twitter
• How Twitter can drive revenue for special offers

Succeeding with Twitter is based on three elements, tracking & analyzing your results, building your network and engaging in the community.

You will learn how to leverage all these elements to successfully market your product, service or offering with Twitter.

Gordon Liametz, Founder and CEO, Revenue Performance
Mary Rice, Manager, Revenue Performance
11:30 - 12:15 PM Tapping into the Power of Employees Through Social Media
This session will delve into how organizations can tap into the collective power of their employees through social media to perform functions ranging from customer service to product innovation.
Scott Wilder, SVP & Social Media Architect, Edelman Digital
12:15 - 1:00 PM Lunch
1:00 - 2:00 PM Social Media Marketing Strategies to Increase Traffic (Presentation - PPT)
In this panel, three leading social media marketers will share ideas on how to use social media to increase traffic to your website, how to target niche audience and conversion metrics.
Rajiv Parikh, CEO, Position2
Laura Lippay, Search Marketing Manager, Yahoo (formerly)
Dave Peck, Social Media Strategist, LSF Interactive
2:00 - 3:00 PM Social Media Analytics - Optimizing your Social Media efforts to Improve Conversions and Sales
The session will delve into social media optimization strategies to increase the conversion rate and get high ROI on your campaign.
• Better understand, engage, and target social media users
• Understand social media payback in the context of the overall online marketing mix
• Appropriately attribute credit to social media channels and campaigns
• Use social media analytics to continually refine and improve initiatives
Michael Procopio, Enterprise Social Media, HP
Esteban Kolsky, Founder, ThinkJar
Kira Wampler, Managing Director, Antseyeview
Sudha Jamthe, Social Media Strategist, PayPalX Platform, x.com
Moderator: Tatyana Kanzaveli, CEO, SCRM World
3:00 - 3:15 PM Break
3:15 - 4:10 PM Social Network Analysis: Metrics for Social Media
Social media is rapidly becoming a critical mechanism to influence and drive key business objectives. Marketers are investing heavily in social media, but measuring the return from those investments remains elusive. This session delves into strategies for measuring the effectiveness of your social media marketing strategy by analyzing data and user engagement, and more.
Thomas Lento, Chief Data Scientist, Facebook
Dr. Natalie Petouhoff, Social Media Evangelist, Forrester
Moderator: Tatyana Kanzaveli, CEO, SCRM World
4:10 - 5:00 PM Overcoming Objections To Social Media
Is selling social media within your company a challenge? Is there resistance to social media internally? How do you overcome this and make a compelling case for it.
Elizabeth Churchill, Principal Research Scientist, Yahoo
Moderator: Jen McClure, President, SNCR

Note: Agenda is subject to change.