The Corporate Social Media Summit New York 2010
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The Corporate Social Media Summit New York 2010

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A complete brochure for the first Corporate Social Media Summit, held in New York in June 2010. ...

A complete brochure for the first Corporate Social Media Summit, held in New York in June 2010.

The brochure highlights the 30+ corporate speakers contributing (including Whole Foods, Nokia, McDonald's, Johnson & Johnson and more), and the core topics discussed over the two days (including implementing an internal strategy on social media use, controlling reputation online, and establishing social media value).

For more on the Corporate Social Media Summit series, go to http://events.usefulsocialmedia.com/conferences/

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    The Corporate Social Media Summit New York 2010 The Corporate Social Media Summit New York 2010 Document Transcript

    • Whole Foods Market Bill Tolany Head of Social Media McDonald’s Heather Oldani Director of US Communications Paramount Pictures Amy Powell Senior Vice-President, Interactive Marketing Nokia Molly Schonthal Head of Social Media Adidas Chris Barbour Head of Digital Marketing, adidas Originals Johnson & Johnson Robert Halper Director, Video Communications Siemens Stefan Heeke Director of Online Marketing Get exclusive insights and best practice examples on: • How to implement and progress your internal strategy on social media use • How to leverage social media to better control your reputation online and offset inevitable risks • How to establish social media value for your company – and measure whether you’re getting any OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet! Highlights from our exclusively corporate speaker line-up include: An event exclusively focused on the needs of business: of our 20+ speakers are drawn from big business of topics covered were requested by corporate communications and marketing executives of our 12 workshops deal with corporate social media issues, risks and opportunities 100% 100% 100% The Corporate Social Media Summit 2010 Boost profits and enhance marketing & communications effectiveness with an integrated, accurately measured social media strategy Two-day business conference, 15 – 16 June 2010 The Helmsley Hotel, Manhattan, New York City www.usefulsocialmedia.com AND MANY MORE!
    • Dear Colleague Social media has changed the way that business does business. Perhaps the most radical change (or is it evolution?) is being faced by Corporate Communications and Marketing professionals. • 59% of people with an internet connection now actively participate in social media. The US alone has 142 million active social networkers. • 44% of people have recommended a product via Twitter. And 34% of people have searched online for a product/service/brand after seeing an advertisement on a social networking site. • 77% of YouTube, Twitter and Facebook listings that appeared for brand searches were controlled by someone other than the brand. The conversation about your brand is happening – whether you’re involved or not. Your consumers are out there, and social media offers you unique opportunities to talk to and engage with them. The numbers add up.That’s why 73% of the Fortune 100 have a Twitter account. Why 83% of consumer-facing companies maintain a presence on Facebook. And yet. There is still a lot to learn. In a recent survey on corporate Twitter accounts, 53% of the accounts “did not display personality, tone or voice”. 68% have less than 1,000 followers. 15% aren’t being used at all. Hardly a sign that business is taking full advantage of the opportunities social media offers, is it? Oh - and everyone remembers what happened to United Airlines, right? And Habitat? And Comcast? That’s why we created the Corporate Social Media Summit. To help corporate communications and marketing teams understand and leverage the power of social media. Thisistheonlysocialmediaconferenceouttherethatfocusesexclusively on the social media risks (and opportunities!) faced by businesses. It’s the only conference where 100% of our speakers are drawn from big businesses. It’s the only event with a set of topics suggested exclusively by your communications and marketing peers. If you’re an executive working in communications and marketing for a large business, this is the conference you’ve been waiting for. Divided into three distinct themes, the conference will equip you with the skills, knowledge and best practice examples you need - to ensure your company’s social media strategy is as robust and successful as possible in the year ahead. With senior and experienced speakers drawn from companies like PepsiCo, Adidas, Whole Foods, Dell and McDonald’s, you’ll get in-depth insight and practical advice from people that have been there, done it, and been successful. With 14 interactive and dynamic sessions, you’ll get advice and expertise on all the corporate social media issues that you are either facing already, or will be facing very soon. And with 12+ hours of networking, you’ll have plenty of time to share problems, learn from your peers, and fill your contact book. There is no other event out there that can offer such a resolutely corporate-focused social media conference. I hope to see you in New York in June! Best regards, Nicholas Johnson Useful Social Media Are you serious about the impact of social media on your corporate communications and marketing strategy? 6 excellent reasons why you must attend this Summit: 1 Targetted, relevant learning - an exclusively business-focused conference agenda - created after 3 months of research with senior communications and marketing executives 2 Be part of a dynamic learning community - 150 Corp Comms and Marketing executives to attend 3 Practical insights you can use - knowledge- sharing from over 20 large corporations on social media for communications/marketing teams 4 Open discussion on the biggest issues - every session has discussion in-built, and we also offer 12+ hours of networking time 5 An independent forum - our agenda is the product of primary research, and is entirely independent. We are not here to sell you solutions/software/services. You will receive a well-balanced, innovative and informative briefing to enable you to make the best decisions for your business 6 Measure the results - get social media progress packaged and delivered in a language your Finance Director can understand A conference full of senior corporate speakers: 32% are Directors 37% are Heads of Department 5% are Vice- Presidents 26% are Managers
    • What makes this event better than all the other social media conferences out there? Simple. An exclusive focus on business The brightest minds in corporate social media – under one roof! Too many events in this area are populated by ‘social media gurus’ (read service providers and consultants) as speakers, and discuss ‘social media issues’ in the broadest possible terms. They’re barely relevant to a corporate audience at all. The Corporate Social Media Summit is different. Why? • 3 months of research with big companies, like Dell, Starbucks, Toyota, Intel and PepsiCo have ensured we know exactly what business needs to know about when it comes to social media use • Exclusively corporate speakers - with representatives from big companies like Whole Foods Market, Johnson & Johnson, McDonald’s, Samsung, Marriott, Siemens and Citi • A tightly-focused agenda - dealing with the biggest issues facing your company when it comes to using social media - areas covered include: • How to establish and progress your internal strategy on social media use • How to leverage social media to better control your reputation online (and offset inevitable risk) • How to create value for your company through social media - and measure whether you’re achieving it • An emphasis on practical, measurable strategies for business • An audience of corporate communicators and marketers – not consultants and service providers Whole Foods Market Bill Tolany Head of Social Media Adidas Chris Barbour Head of Digital Marketing, adidas Originals McDonald’s Heather Oldani Director, US Communications Paramount Pictures Amy Powell Head of Interactive Marketing and Social Media PepsiCo Josh Karpf Senior Manager, Digital Media Communications Nokia Molly Schonthal Head of Social Media, North America Johnson & Johnson Robert Halper Director, Video Communications Citi Paul Butcher Head of Digital Media Siemens Stefan Heeke Director of Online Marketing Dell Caroline Dietz Social Media and Communities Representative General Motors Connie Burke Communications Manager, Social Media Mars Lisa Foley Social Media Manager Intel Suzanne Fallender Director of CSR Strategy and Communications Interface Americas Steve Arbaugh Vice-President, Brand Marketing, Alignment and Experience Intuit Kira Wampler Social Marketing Leader, Small Business Division SunLife Steven Gangbar Director of Social Media Marriott International John Wolf Senior Director, Public Relations The Rainforest Alliance Jennifer Bass Vogel Communications Manager, US and Canada The World Bank Nicole Frost Head of Social Media Samsung Electronics Esteban Contreras Social Media Manager Virgin Mobile USA Lisa D’Aromando Social Media and Communications Associate
    • Chairman’s Address: The changing relationship between business and social media THEME ONE HOW TO ESTABLISH AND PROGRESS YOUR INTERNAL STRATEGY ON SOCIAL MEDIA USE S U P E R – P A N E L Scale up your social media into a comprehensive, company-wide and well-defined strategic effort Transforming your social media strategy from an ad hoc series of messages from a few disparate employees into a well-managed, well-measured and effective plank of your communications and marketing strategy is difficult. Even the most social media-savvy companies are struggling to transform their approach to social media into something truly strategic. In this session, attendees will examine different approaches to creating a company-wide social media strategy - and learn more about how to implement one in their own business. We will cover: • From toe in the water to full-body immersion: The difficulties - and opportunities - in making social media a fully fledged, effective and integrated part of company strategy • Are they centres of excellence or inaccessible, silos of knowledge: How to manage social media expertise across your business • What do you want to transform into? How to determine what your social media strategy should look like PepsiCo Josh Karpf Senior Manager Digital Media Communications Citi Paul Butcher Head of Digital Media Nokia Molly Schoenthal Head of Social Media, North America P R A C T I C A L W O R K S H O P Take advantage of location-based social networks to better engage with potential consumers The current flavour of the month amongst social media ‘gurus’ is Foursquare – a location-based social network allowing people to ‘check-in’ at stores, bars, restaurants etc - and tell people about it. Already, forward-thinking brands are using Foursquare to better engage with potential consumers. Warner Brothers used the service to publicise their film ‘Valentine’s Day’ through tailored badges, tips and to-dos on the site. Domino’s is offering one free pizza a week to people that ‘check-in’ the most at each of their branches. In this session, we will investigate: • Foursquare, Buzz, Gowalla, Yelp – the differences between the leading location-based networks and how they impact you • Tactics for leveraging location information to create targeted marketing and communications • Is free coffee enough? Are location-based discounts the best use of this new tool, or can a more immersive experience be designed? Speakers to be confirmed P R A C T I C A L W O R K S H O P Leverage the power of your employees and turn them into effective brand ambassadors As a communications/marketing professional, you’re well aware of the power of your employees to act as truly influential brand ambassadors. Well, social media has just increased their influence many times over. An engaged - and social media savvy - employee base will be a huge advantage to your marketing and communications campaigns. In this session, we will investigate how social media enables you to capitalise on the dormant power of an existing asset. • Designing the rules of engagement: best practice tips on establishing the ‘rules of the game’ for employees using social media - keeping them involved whilst retaining control • Taking the next step: Going from a set of social media rules to a set of active brand advocates - how to turn your people from employees to ambassadors • What to do when an employee mis-steps - crisis management and the re-evaluation of priorities General Motors Connie Burke Communications Manager, Social Media SunLife Steven Gangbar Director of Social Media World Bank Nicola Frost Head of Social Media P R A C T I C A L W O R K S H O P Integrate social media into your marketing mix – and fully leverage social’s power It’s 2010 - we know that social media tools can enhance your marketing and communications strategy. And yet social media is still all too often seen as the black sheep of the family - ignored, and not integrated fully into a business’s marketing mix. It’s something that must change if a company is to reap the full benefits of social media. In this session, our experts will give you essential insight on how to comprehensively integrate social media into your company’s marketing mix. • Changing a winning formula - for the better: How to add social media to your existing marketing/ communications strategy without decreasing activity in areas of proven effectiveness • How cheap is social media, really? Determining the cost - in time and money - of increased social media activity • Discover how to establish a consistent message over all your marketing channels - whilst coping with the informality necessary in social media Interface Americas Steve Arbaugh Vice President of Brand Alignment and Experience Virgin Mobile USA Lisa D’Aromando Social Media and Communications Associate THEME TWO HOW TO LEVERAGE SOCIAL MEDIA TO BETTER CONTROL YOUR REPUTATION ONLINE AND OFFSET INEVITABLE RISK P R A C T I C A L W O R K S H O P Understand and fully utilize the wealth of data social media delivers Social media generates a huge amount of data - all of which can be used by the savvy Communications/ Marketing Director to evolve and improve brand strategy. In this session, we will look at how you can best analyse the data that social media will provide for you. Then we’ll tell you how to incorporate that data into brand strategy decisions going forward. • What good social media analysis can teach you about your customers • Using the data: How to incorporate social media analysis in decisions on brand strategy • How to present this new type of data to your stakeholders with clarity - and engage the rest of your team with your new strategy Siemens Stefan Heeke Director - Online Marketing Intel speaker to be confirmed P R A C T I C A L W O R K S H O P Reputational risk: How to spot early warnings of trouble for your brand You’ve all heard the horror stories – “United Breaks Guitars” and “There’s a Comcast Technician Asleep on my Couch” to name just two. Rest assured there will be plenty more. Whilst it might be impossible to completely remove the chance of a social media nightmare - you can guard against it. And if it does happen, you can learn how to respond in the best possible way. In this session, we’ll investigate: • How to identify the warning signs - when should you start getting worried? • What to do when disaster strikes - how to use social media to respond effectively • Establishing systems to guard against social media faux pas, and deal with problems quickly and effectively Rainforest Alliance Jennifer Vogel Communications Manager, US & Canada C O R P O R A T E C A S E S T U D Y Best practice for using Twitter to achieve your communications and marketing goals A few stats on current Twitter use: • At the current rate, Twitter will process almost 10bn tweets in 2010 • 44%ofpeoplehaverecommendedaproductviaTwitter. • 73% of the Fortune 100 have a Twitter account... The poster child of social media in 2009 is now an essential communications and marketing tool. In this frank and practical discussion, Dell – a major corporate Twitter success story - will set out how they approach using this tool to further their communications and marketing aims. You’ll learn how they managed to make $3m directly from Twitter - and how you can follow their lead and extract the maximum value from this major social networking tool. Dell Caroline Dietz Social Media and Communities Networking Drinks Reception The earlier you book, the less you pay: Register by the April 2 to SAVE $400! DAY ONE 15 June 2010
    • Chairman’s Address: Key lessons from day one S U P E R – P A N E L Conversation skills: How to win friends and influence people 83% of B2C companies have a social media presence. It’s an accepted requirement for the successful marketing and communications departments. And yet there is huge variety in the quality and usefulness of these social media presences. Social media is fundamentally a conversation. And some brands on social networks just aren’t making good conversation. In this session, we will discover all the conversational skills you need to make sure your social media presence pays off for you. • Choosing when to converse: You can’t talk to everyone - how do you identify the best people to engage with? • Effective engagement: Strategies and tips on how to have a conversation that gets results • Ghostwritten: Is it better to hire in an agency to run your social media presence and do the talking for you? What are the risks of this approach? Whole Foods Market Bill Tolany Head of Social Media McDonald’s Heather Oldani Director of US Communications Paramount Pictures Amy Powell Head of Interactive Marketing and Social Media THEME THREE HOW TO ESTABLISH SOCIAL MEDIA VALUE FOR YOUR COMPANY - AND THEN MEASURE WHETHER YOU’RE GETTING ANY P R A C T I C A L W O R K S H O P Define a set of useful KPIs tailored to your business and goals “A lot of marketers just want to start using Facebook or Twitter right away without thinking about how. But setting objectives is crucial for success in this space.” Sean Corcoran, Social Media Analyst, Forrester Research You want to use social media. You know it will enhance your marketing and communications. You want to measure your success. But before you can measure anything, you need to define what you want to measure. In this session, attendees will learn how to set tailored objectives to measure their social media progress: • What does ‘value’ mean for you? How to establish realistic goals to work towards • Instigate key performance indicators that are relevant to your own social media strategy Samsung Esteban Contreras Social Media Manager Mars speaker to be confirmed C O R P O R A T E C A S E S T U D Y How Adidas have used Facebook to enhance their brand, build awareness and boost the bottom line 83% of companies maintain a Facebook presence, according to a recent study by Business.com One of the most successful proponents is Adidas. Ranked 11th in a recent survey of the best corporate Facebook users, the adidas Originals page has more than 2.3 million fans. In the second of our series of case studies on the major social networks, Chris Barbour, who runs the company’s Facebook presence, will give you insight into how he has engendered such success. Adidas Chris Barbour Head of Digital Marketing, adidas Originals P R A C T I C A L W O R K S H O P ROI: Assess its importance and discover its effectiveness as a social media metric Determining the ROI of social media is something of a holy grail. Innumerable hours have been spent trying to attribute dollars and cents to value of a company’s social media activity. But there is a larger question, which is increasingly being asked. Is ROI a useful social media metric? Many experienced corporate social media practitioners are dismissive of its usefulness. In this session, two seasons social media experts debate the value of ROI as a social media metric: • The advantages of striving to find a social media ROI - and some tactics to find it • Missing the point: The risks inherent in attempting to ascribe monetary value to your social media effort • How to convince your board of the value of social media - without ROI information Intuit Kira Wampler Social Media Manager Dell Caroline Dietz Social Media and Communities C O R P O R A T E C A S E S T U D Y Extracting maximum value from YouTube – the Johnson & Johnson story YouTube offers a unique opportunity for business to connect with communities through rich media. In this session, Johnson & Johnson, the pharmaceutical giant, will discuss how they have leveraged YouTube to produce measurable success. In this last of our Case Study sessions, J&J’s Director of Video Communications will give you a unique insight into the company’s approach to YouTube - and what you can learn from their years of experience. Johnson & Johnson Robert Halper Director, Video Communications P R A C T I C A L W O R K S H O P Social media metrics: How the communications/marketing executive can effectively measure success Social media is enormously complex, and a large social media marketing and communications campaign can provoke more ripples than you could ever hope to count. The difficulty for the communications and marketing professional is not measuring the impact of social media – it is deciding what to measure. You could spend 100% of your time measuring the multitude of impacts social media can have on your business. How do you cut down time spent and focus only on the essential metrics that can be of real value to your business? In this session, we’ll show you how. • Do 2,000,000 fans matter? The limitations of sticking with quantitative measurement • Moving beyond basic numbers: An in-depth look at where to look once you have a handle on the followers and fans • Sentiment analysis - real-life examples of it’s use, and how you can take advantage too Marriott International John Wolf Senior Director, Public Relations Crowdsourced conclusions: 10 key learnings from the Corporate Social Media Summit In this innovative closing session, you are the expert. Our experienced moderators will draw out the themes, the best practices and the key takeaways from the conference. And they will do so by turning to those best qualified to define them - you. Personality Not Included Rohit Bhargava Author The only social media conference designed exclusively for a corporate audience! DAY TWO 16 June 2010
    • Solution and Service Providers – ever find yourself asking these questions? • Where can I find new customers for my social media analytics products and services • Which emerging challenges will offer my business lucrative opportunities going forward? • Which partnerships will allow me to take my solutions into new markets and add significantly to my bottom line? Well ask no more! Secure a sponsorship or exhibition package at the CSM Summit and you’ll be guaranteed to meet and do business with our focused and senior audience of corporate executives with a responsibility for social media strategy - all of whom need your solutions and services! The Corporate Social Media Summit offers an excellent range of sponsorship and exhibition opportunities to suit every need and budget. We can literally tailor-make a sponsorship package to your needs -meaning you speak, build your brand or organise meetings with the leading figures in the CSM space. Do not miss out on this unrivalled opportunity to do business and secure sales from the CSM industry! Contact or email Andrew Bold today: Call +44 (0) 20 7375 7188 or email andrew.bold@usefulsocialmedia.com Who should attend? • Are you currently using social media as part of your communications/marketing strategy? • Do you want to know how to measure the effectiveness of your social media use? • Are you planning to scale up your social media activity over the next year? • Will you use social media to get messages about your company/ products across this year? If you answered ‘Yes’ to any of these questions, you simply can’t miss this conference. Register today to secure your place - the event will sell out! Our 5 Guarantees to you: You will leave the summit with: 1 A roadmap for action - practical steps for your company to move confidently towards strategic social media use 2 A benchmark of leading companies, and what you need to do to take your place amongst them 3 Benchmarks from some of the biggest brands practising corporate social media today 4 New relationships with a highly targetted, senior set of peers 5 Insights from the most dynamic figures at work in corporate social media today Part of the FC Business Intelligence Group As part of the FC Business Intelligence group, we are well- versed in putting together effective business conferences, and have been doing so for over 20 years.. In the last year, we ran 115 conferences across the world. 13,345 business executives attended our events in the last year. We constantly ask for feedback from all our delegates, and this information has allowed us to develop, evolve and refine our conference products. We guarantee that this conference will be: • Interactive - with plenty of opportunities to discuss the issues at hand - both with our expert speakers and your peers • Practical and informative - full of best practice case studies and practical steps that are relevant to your day-to-day job • Targetted and relevant - with an agenda focused specifically on the needs of corporate communications and marketing professionals at US-based companies • Value for money - with access to 20 expert speakers, spread over 2 days and 13 workshops
    • REGISTER NOW IN 3 EASY STEPS Catch every presentation... It can be difficult to catch every word of every presentation - and with the expertise on offer, you’ll want to. We will record every presentation so you don’t miss a thing. Simply purchase a Premium pass when you register. You’ll be given access to the online video within 10 days of the event. Register now using the form opposite. 20+ Hours of networking Meeting key figures from within the industry in person can be an invaluable experience. We know that a formidable chunk of you have networking as your primary reason for attending. The Summit is designed to maximise networking time - with highlights including a networking party on the close of day one - June 16th. Over 20 hours of applied discussion time will take place over the 2 days. You’ll also have the chance to arrange meetings with other attendees before the event. Save Big with our Group Discounts Take advantage of Useful Social Media’s unique team discounts. Every third person in your group comes for half price. Contact the Useful Social Media team on +1 800 814 34 59 or info@usefulsocialmedia.com Who Will You Meet? Business executives attending the Corporate Social Media Summit will include managers, directors and vice-presidents in the following areas: • Social Media • Communications • Marketing • Digital Media • Communities • Branding • Digital/Online Marketing • Web Presence CORPORATE SOCIAL MEDIA SUMMIT, 15 – 16 June 2010 The Helmsley Hotel, Manhattan, New York City 1 Choose Your Pass Premium • Access to all super-panels, workshops and case studies • Networking lunch and coffee breaks • Evening drinks reception + MP3s of every session at the conference Standard • Access to all super-panels, workshops and case studies • Networking lunch and coffee breaks • Evening drinks reception + Access to presentation slides post-conference Book by 2nd April $1400 SAVE $400 Book by 7th May $1650 SAVE $150 Full price $1800 Book by 2nd April $1500 SAVE $400 Book by 7th May $1750 SAVE $150 Full price $1900 2 Give us Your Contact Details First name: Last name: Position/Title: Company: Telephone: Email: Address: ZIP: 3 Register Your Place CALL US: +1 800 814 34 59 FAX US: +1 800 814 34 60 EMAIL US: register@usefulsocialmedia.com VISIT OUR WEBSITE: www.usefulsocialmedia.com/register TERMS & CONDITIONS Places are transferable without any charge. Cancellations after 16th April 2010 incur an administrative charge of 25%. If you cancel your registration after 14th May 2010 we will be obliged to charge the full fee. Please note – you must notify Useful Social Media in writing of a cancellation, or we will be obliged to charge the full fee. The organizers reserve the right to make changes to the programme without notice. All prices displayed are exclusive of VAT unless otherwise stated, but VAT will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT
    • 5 great reasons you should attend this conference 1 Unrivalled speaker line-up: With senior representatives from General Motors, Dell, Whole Foods, Citi and many more! 2 Big picture discussions: Multiple high-level panels for enhanced debate on strategic issues 3 Best practice and benchmarks: 12 practical and interactive workshops and case studies on the nitty gritty of using social media for corporate communications and marketing 4 Fill your contact book: 12+ hours of networking opportunities with a senior, targetted audience of communications and marketing executives 5 Be where the action is: The premier meeting place for corporate communicators and marketers working with social media Expert speakers confirmed from all these leading companies OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet! The Corporate Social Media Summit 2010 Best practice for establishing social media strategy, managing reputation and measuring value Two-day business conference, 15 – 16 June 2010 The Helmsley Hotel, Manhattan, New York City www.usefulsocialmedia.com visit the website for the latest news & updates