Conference Schedule

Tuesday


10:15 AM to 11:15 AM - Tue. Jun. 5th Room 1A21 Track:

The Influence industry has been disrupted.  The rise of social media has democratized the playing field of influencers and opened up an entire new world of advocates and audience. These “new famous” can have as impactful of a role as traditional journalists , editors and celebrities have had in the past.  Today, brands and agencies … [Read more]

Key Points

This session will explore a best practices approach to balancing the art and science of Influence and present case studies of brands that are successfully managing this emerging area of public relations.
1. Understand the variety of tools in the marketplace that support Influencer Relationship Management (IRM) and best-practices approach to scaling this emerging skill
2. Ideas for how to enhance relationships with online influencers (in a variety of verticals)
3. Explore impact of influence on community management (through case studies)

Speakers

Stephanie Agresta
Stephanie Agresta
EVP, Managing Director of Social Media, Weber Shandwick
10:15 AM to 11:15 AM - Tue. Jun. 5th Room 1A22 Track:

We’ve reached a critical point in the evolution of social media as a business tool. Gone are the days when the GMOOT (Get Me One Of Those) approach will get you anywhere – simply having a Twitter account, or a Facebook Page, isn’t enough. We’re at the point of social media saturation, and something’s got … [Read more]

Key Points

Questions that we'll answer include:
1. How do I know if I'm setting useful social media objectives and measuring them effectively?
2. How can I plan social media content and our approach to search more strategically?
3. Which 'less shiny objects' should I focus on ahead of the shiny ones?

Speakers

Dave Fleet
Dave Fleet
Vice President , Edelman Digital
11:30 AM to 12:30 PM - Tue. Jun. 5th Room 1A21 Track:

While the number of people, businesses, and organizations active on social platforms continues to grow daily, not everyone is sold on the value of social media marketing. And while you may “get it”—the whys and hows of social media marketing—sometimes it seems like an impossible task to convince skeptics to suspend their disbelief and dive … [Read more]

Key Points

1. How to identify the key questions in skeptics' heads—and how to use them to build your case
2. A seven-step process that every "Social Skeptic" goes through, from Shock to Integration
3. How to recognize where skeptics are in that process, and what information they need (and in what format!) to help move them to the next phase

Speakers

Tamsen McMahon
Tamsen McMahon
Vice President, Digital Strategy , Allen & Gerritsen
11:30 AM to 12:30 PM - Tue. Jun. 5th Room 1A22 Track:

Social media has graduated from passing fade to sound business strategy, but what are the legal implications involved in using social media and blogging in business? Do you have a social media policy that protects you from litigation? Who owns the content created in your social media account? Can you use social media to vet/hire … [Read more]

Key Points

1. Don’t get PhoneDogged: Paul, Pedram and Dawn will outline why you need social media policy now and what your policy should address to help protect you from unwanted litigation.
2. No, you cannot read my FaceBook!: US law protects employees from discrimination, and if you use social media to screen your potential employees you may be discriminating. Learn what procedures you should have in place to protect your company from lawsuits resulting from a hiring process that uses social media.
3. Privacy is a myth: How privacy laws govern advertising in social media, what you can and cannot do.

Speakers

Dawn Davidson Drantch
Dawn Davidson Drantch
In House Counsel, Alcott HR Group
Paul Rubbel
Paul Rubell
Equity Partner , Meltzer, Lippe, Goldstein & Breitstone, LLP
Pedram Tabibi
Pedram Tabibi
Attorney , Meltzer, Lippe, Goldstein & Breitstone, LLP
2:30 PM to 3:30 PM - Tue. Jun. 5th Room 1A21 Track:

The multi-billion dollar industry of Facebook advertising has more potential than any other online advertising channel — but is one of the least understood. Social Fresh’s 2012 Facebook Ad Report surveyed leading marketers on the topic to reveal how businesses are using the platform, for better or worse.

Key Points

1. What business goals do Facebook ads best serve
2. How to decide which of the dozens of targeting options will find your audience
3. The optimization tips Facebook ad experts use for top results

Speakers

Jason Keath
Jason Keath
Founder and CEO , Social Fresh
2:30 PM to 3:30 PM - Tue. Jun. 5th Room 1A22 Track:

Customers no longer just buy products…they chat, share, rant and rave about every part of the purchase experience. Empowered with smart phones and fueled by social sharing, customers demand that their brands be social and real for them while critics are trying to leverage online conversations to further their own agendas.  Hear how McDonald’s is … [Read more]

Key Points

1. Tips on navigating social conversations for brands and individuals.
2. Ideas and actions for dealing with negative sentiment.
3. Case studies on managing through social media crisis.
4. Suggestions for dealing with both passionate fans and critics.

Speakers

Rick Wion
Rick Wion
Director of Social Media , McDonald's
3:45 PM to 4:45 PM - Tue. Jun. 5th Room 1A21 Track:

Ever get jealous that the open, unstructured social media efforts of the community completely trounce your well-planned and even well-funded social media programs? Are you frustrated when your own social media efforts are thwarted by inter-departmental competition? These problems are common, and we can no longer blame them on people “not getting” social media. The … [Read more]

Key Points

Learning objectives:
1. Understand the subtle ways in which our organizational “best practices” have been sabotaging our social media efforts for some time now.
2. Understand a new framework for changing culture, process, and behavior in organizations in ways that is more aligned with the power of social media.
3. Begin to develop specific strategies for changing their own organization on at least one of those three levels.

Speakers

Amy Sample Ward
Amy Sample Ward
Membership Director , NTEN
Jamie Notter
Jamie Notter
Vice President, Consulting, Management Solutions Plus, Inc.
Maddie Grant
Maddie Grant
Chief Social Media Strategist , SocialFish
3:45 PM to 4:45 PM - Tue. Jun. 5th Room 1A22 Track:

Speakers share strategies on how to leverage Social Media to manage successful Event Marketing programs. From generating the right amount of momentum before the event to ensuring maximum participation, to keeping events interactive and focused, to post event management. It is a challenge to streamline the entire process. Measuring success in terms of ROI, and … [Read more]

Key Points

1. Preparing for a B2B event marketing program – pre, during and post strategies
2. Use of Social Media techniques and technology
3. How to define and measure success
4. The CiscoLive success story, and what companies can learn from it.

Speakers

Paul Rosario
Paul Rosario
Pre Sales Manager , Emailvision
Kathleen Mudge
Kathleen Mudge
Social Media Marketing Manager , Cyber Professionals at Cisco Systems

Wednesday


10:15 AM to 11:15 AM - Wed. Jun. 6th Room 1A21 Track:

Digital was supposed to be the death of traditional TV advertising, but savvy marketers have turned social media into a bigger forum than the Super Bowl. In this fun session packed with case studies, the editors of America’s most successful ad blog, AdFreak.com, share lessons from the best and brightest in an industry where the … [Read more]

Key Points

1. How national brands are partnering with YouTube to create truly interactive ad experiences with TV spots
2. Successful ad tactics for any budget
3. How to get ad bloggers and target audiences on board with your idea
4. How to plan an engaging ad from Day 1
5. Advice, inspiration and tough love for brands and agencies who feel stuck in a TV ad rut

Speakers

David Griner
David Griner
VP, Director of Digital Content , AdFreak.com, Luckie.com
10:15 AM to 11:15 AM - Wed. Jun. 6th Room 1A22 Track:

Social Media isn’t a “Slam Dunk” or a “Run in the Park” unless you’re the NY Knicks or the New York Road Runners. From “Lin-Sanity” and the largest annual sporting event in the US, the ING New York City Marathon, know about communicating with, attracting and retaining fans. They know how to measure, iterate and … [Read more]

Key Points

Learn from organizations with huge fan bases how they recruit and engage their fans, and how you can do this as a business. Hear case studies on use of metrics to grow a social presence. Hear the best ways to use branded content for marketing.

Speakers

Kenny Miller
Kenny Miller
Founder , KMCo
Ken Winell
Ken Winell
Social Media and Sports Events , New York Road Runners
Howard Greenstein
Howard Greenstein
President , Harbrooke Group
11:30 AM to 12:30 PM - Wed. Jun. 6th Room 1A21 Track:

My session will discuss the importance of blogging about your business to increase brand SEO and brand awareness. The importance of blogging about your knowledge in your field and what you company does.

Key Points

Importance of Blogging Importance of building brand SEO Importance of blogging about what you do and know

Speakers

Danii Oliver
Danii Oliver
Chief Digital Officer , DAMN Digital Studio LLc
11:30 AM to 12:30 PM - Wed. Jun. 6th Room 1A22 Track:

In this session, veteran social strategist Clay Hebert challenges you to define “your champagne moment” and outlines how to use SMART objectives to define, calculate and achieve real social media ROI, the frequently discussed but seemingly elusive holy grail of social marketing.

Key Points

1. Understanding the real definition of Social Media ROI
2. How to define SMART objectives for your campaigns
3. How to track success, including automating your analytics and utilizing sexy dashboards

Speakers

Clay Hebert
Clay Hebert
Founder and CEO, Spindows
2:30 PM to 3:30 PM - Wed. Jun. 6th Room 1A21 Track:

Multicultural “It” girls are the forgotten treasure in today’s marketing landscape. Their collective buying power increases year after year and they over-index in the social media landscape. Brands and online publishers who tap into their interests and desires can not only gain their trust but ultimately their brand loyalty and their time. In “Social Media … [Read more]

Key Points

1. Who the multicultural "It" girl is and why you need her support
2. What motivates the multicultural "It" girl to action in the digital space
3. How to effectively make her a brand ambassador

Speakers

Christina Brown
Christina Brown
Blogger, Social Media Specialist , LoveBrownSugar.com
2:30 PM to 3:30 PM - Wed. Jun. 6th Room 1A22 Track:

Facebook will continue to be the king of social networks for a while, but consumers are still spending an increasing amount of time on more and more social networks. Niche social networks like Instagram, Pinterest, Foursquare, Tumblr and other just to name a few. How does this affect today’s marketer? What skills are needed to … [Read more]

Key Points

A good understanding of segmentation options, tastes, metrics, and cutting edge platforms.

Speakers

Katie Richman
Katie Richman
Director of Social Media Strategy , ESPN / espnW
Katy Kelley
Katy Kelley
VP, Global Marketing , Cohn & Wolfe
Katie Morse
Katie Morse
Social Marketing Manager , Billboard
Matthew Knell
Matthew Knell
Social Media Director , AOL
3:45 PM to 4:45 PM - Wed. Jun. 6th Room 1A21 Track:

Business is now forced to play be a different set of rules. When every customer can now talk directly to each other, it’s like a small town. When people listen more to what your customers say about your company than your advertising, it’s like a small town. When it now takes multiple jobs to support … [Read more]

Key Points

1. How to plan for zero and tough times
2. How to be creative instead of spending money
3. How to multiply lines of income to minimize risk
4. How to work anywhere any-when
5. How to treat customers like community
6. How to build local connections for competitive advantage

Speakers

Becky McCray
Becky McCray
Publisher , Small Biz Survival
Barry Moltz
Barry Moltz
Founder , Shafran Moltz Group
3:45 PM to 4:45 PM - Wed. Jun. 6th Room 1A22 Track:

Discussion of the evolving model and role of the corporate blog from the fragmented “flavor of the month” to a central and connected lifeblood of the organization.

Key Points

You will receive a phased content approach for your corporate blog; learn how to create stock and flow content, and understand how to use resources to monitor and engage in the online conversation about your brand.

Speakers

Marcy Cohen
Marcy Cohen
Vice President, Communications , MasterCard Worldwide

Thursday


10:15 AM to 11:15 AM - Thu. Jun. 7th Room 1A22 Track:

2012 will be the year of smarter social media marketing. The presentation will provide a comprehensive approach to social for individuals and teams. The process framework steps through: 1. Desirable Outcomes: Vision, Goals, Objectives, and Metrics 2. Hyper-segmentation and Micro-audiences: finding the small groups 3. Community finding and creating 4. Influencer outreach 5. Crisis social … [Read more]

Key Points

Social media has mostly been done ad hoc – with a basic understanding of the process, marketers will be able to have a framework on which to work. There are several artifacts generated by the process: Desired Outcomes document Brand Voice document Micro-audience segmentation Blog content plan Social media implementation plan Listening plan

Speakers

Ric Dragon
Ric Dragon
CEO , DragonSearch
10:15 AM to 11:15 AM - Thu. Jun. 7th Room 1A21 Track:

More fun & more work than I imagined: What @Sree learned from his first six months as a paid blogger for CNET News and practical tips for bloggers of every level.

Key Points

1. How to use social media in smarter ways
2. How to get attention to your blog
3. New tools you should be using

Speakers

Sree Sreenivasan
Sree Sreenivasan
Professor , Columbia Journalism School
11:30 AM to 12:30 PM - Thu. Jun. 7th Room 1A22 Track:

We are on the cusp of a marketing revolution and it is being led by YOU! The social web has enabled everyone to publish and have a voice. Controversial companies like Klout are dissecting billions of pieces of data to assess who is creating buzz and assigning the world a score. The notion of “celebrity” … [Read more]

Key Points

1. The opportunities of Klout and the social scoring trend are important to understand.
2. The ability to rapidly identify and connect with powerful Citizen Influencers is creating an entirely new marketing channel
3. What are the steps I can take to improve my Internet power and influence?

Speakers

Mark Schaefer
Mark Schaefer
Executive Director, Schaefer Marketing Solutions
11:30 AM to 12:30 PM - Thu. Jun. 7th Room 1A21 Track:

In this session, join veteran blogger and social media practitioner Christopher S. Penn as he reviews how to develop concrete measurements for social media and blogging ROI using industry-standard tools like Google Analytics. Learn how to find your ROI and then grow it by identifying the weakest spots in your marketing funnel, then applying social … [Read more]

Key Points

1. Find your blogging and social media ROI
2. Diagnose your marketing funnel
3. Improve your social and blogging ROI instantly

Speakers

Christopher Penn
Christopher Penn
Director of Inbound Marketing, WhatCounts Email Marketing
2:30 PM to 3:30 PM - Thu. Jun. 7th Room 1A21 Track:

Join us to hear how three major brands are taking advantage of Pinterest to build product awareness and drive sales through engagement and clever promotions. These companies were early adopters on Pinterest and have learned about what works for their businesses and they are willing to share their insights with attendees. We expect a lively … [Read more]

Key Points

Expect actionable takeaways from our panel:
1. The best content wins on Pinterest. Leave with ideas for winning content your company can pin.
2. Learn how to use Pinterest to gain valuable market research insights from your current and potential customers.
3. Find out how your brand’s personality can gain depth and engagement on Pinterest.

Speakers

Callan Green
Callan Green
Senior Social Media Specialist , Sony Electronics
Nick Harris
Nick Harris
Director of Digital & Alliance Marketing , Benjamin Moore
Linda Sherman
Linda Sherman
Co-Founder, Social Marketing Strategy and Training , The Courage Group
2:30 PM to 3:30 PM - Thu. Jun. 7th Room 1A22 Track:

Recent reports suggest that corporate blogging is losing momentum—it’s not surprising to see why. Anyone who maintains a blog knows it’s hard work. Even if companies get past the content hump, they quicky see that driving engagement is an even tougher issue. And these days, companies can build a presence in any number of social … [Read more]

Key Points

1. Blogs still matter – Since their inception, they remain one of the most effective tools for connecting conversations from across the web.
2. The key to content creation? Anchor it discussions customers are already having and topics that matter to them.
3. Blogging the right way works for individual bloggers and for corporate bloggers alike.

Speakers

Lionel Menhaca
Lionel Menchaca
Chief Blogger , Dell
3:45 PM to 4:45 PM - Thu. Jun. 7th Room 1A21 Track:

Hugging your followers, loving on your fans, and otherwise thinking the new media world is all unicorns and rainbows is really tough when revenue and branding (often in that order) are the only two large goals of marketing. The world of social media is full of data and amazing toolsets. In this presentation, we will … [Read more]

Key Points

1. The "next level" of social media isn't being social for social's sake. It's getting people to your website, driving revenue, getting email sign ups, and more.
2. Customers, clients, and donors can smell desperation a mile away. Make your content genuinely useful and genuinely valuable.
3. There a lots of free social media and web analytics toolsets you've never heard of that you could be using and plenty you have heard of that could be helping you do more.

Speakers

Liam Copeland
Liam Copeland
Digital Marketing Specialist , Grizzard Communications Group
3:45 PM to 4:45 PM - Thu. Jun. 7th Room 1A22 Track:

Traditionally blogger outreach is a function of the PR department operating on a mass scale. There’s little personalization and the goal is to create far reaching awareness for a product or company. However, by adding community management and relationship building to this practice, you’ll find benefits in marketing, SEO, word of mouth, and sales.

Key Points

You'll walk away from this session with the following:
1. Community Management can be more than user/customer focused, it can be externally focused by building relationships with an army of influential bloggers.
2. A company can become a thought leader in their space through blogger outreach by engaging appropriate verticals.
3. Knowing which tools to use in order to create a community externally, and what departments you'll see success in over time.

Speakers

Jennifer Pedde
Jennifer Pedde
Community Strategist , 2tor
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