Social Media Forum North America

 
 
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DAY ONE - November 27th

Sosti_Ropaitis_-_Mc_Donalds_MariaAmezagaShellpeter_stringer_boston_celticsMichelleKlein_Diageo2TedRubinCollectiveBiasNEWShaneSteeleTwitterMorgan_Johnston_JetblueFelicia_Yukich_-_four_seasonsJenniferDominiquini_Sears_2AutumnTruongCiscoBen_Arnonv2TamiCannizzaroIBMVictor_Reiss_FedexRob_Wilk_-_FoursquareChris_Thorne_-_EA_Games_-_v2MichelleKlein_Diageo2paul_fox_2_BrianMaddenHearstDigitalNEWMorganBadenScholasticsDanielle_Strle_-_TumblrJohnson_Tang_MTV

With 800m+ Facebook users, 300m+ Twitter users and 116m LinkedIn users, we’ve all heard the astounding numbers, often quoted, amid the social media hype. But did you know that social media now drives more traffic to many popular sites than Google? Similarly, did you also know that, according to eMarketer, over half of executives view work-related video content several times a week, and a quarter at least once a day? Understanding how to strategically benefit from the accelerating growth of social media is central to the SMWF agenda.

We’re past the time when many businesses still had to be convinced that social channels were something worth bothering about; we get it now, the will is there. With the right touch, social media channels can be used for everything from customer acquisition and brand building, to reputation monitoring and PR crisis management. What’s required is the strategic insight to give marketers the subtle techniques and approaches that can transform social media from a lip-service marketing add-on, to an effective, measurable cornerstone of a coordinated communications strategy.

8.00

Networking Breakfast
A continental breakfast will be served in our networking area - meet and network with your fellow attendees before the conference day begins.

9.20

Chair’s welcome & opening remarks

RobertHarlesBloomberg

 Robert Harles, Global Head of Social Media, Bloomberg

SESSION ONE: Social Engagement & Measurement

9.40

Build greater intimacy with clients and profit from ROR: Return on Relationship™

TedRubinCollectiveBiasNEW

  • Expanding your metrics beyond ROI to return on relationships
  • ROR: Assessing the value of relationships – connection, loyalty, recommendations and sharing
  • Discover new ways of building greater intimacy with your clients – increasing trust, loyalty and advocacy

Ted Rubin, Social Marketing Strategist & Brand Evangelist & Chief Social Marketing Officer, Collective Bias

10.10

Panel: What is social media engagement and how do you know if you are achieving it?

TedRubinCollectiveBiasNEWMorgan_Johnston_JetblueJordan_Slabaugh_SpredfastTamiCannizzaroIBMpaul_allard_engagementlabs

  • Levels of engagement – from shallow engagement to fully including your customers in business decisions – what’s appropriate and how is it achieved
  • Top-tips for encouraging social media engagement from leading brands
  • The difference between true engagement and followers / fans
  • Measurements and metrics – what are you trying to measure, why and how does it translate into outcomes?

Moderator: Ted Rubin, Social Marketing Strategist & Brand Evangelist & Chief Social Marketing Officer, Collective Bias
Morgan Johnston, Manager, Corporate Communications, Jet Blue Airways
Jordan V Slabaugh, Director of Social Media, Spredfast
Tami Cannizzaro, Executive Director of Marketing, IBM
Paul Allard, CEO, Engagement Labs
 

11.00

COFFEE BREAK

11.20

Case study: Empowering employees to create relationships with twitter and Facebook

Victor_Reiss_Fedex

  • Why create a social strategy?
  • Implementation - Empowering employee advocates to engage with social
  • Getting the internal communication right - creating the infrastructure for cross-functional alignment
  • Governance - Setting guidelines, monitoring communication and managing reputation
  • Results - successes in creating relationships through authentic engagement
  • Lessons - potential pit-falls and challenges to overcome

Victor Reiss, Director Digital & Social Media, FedEx Services

SOCIAL DEBATE - BREAKOUT ONE

11.40

Examining development in social advertising

TonyPhamLife360patience_kenshooRob_Wilk_-_Foursquarejames_burnetteJoshuaNafmanPepsi
  • How are traditional advertising channels becoming more social? Case-study examples of brands using social effectively within traditional advertising campaigns.
  • Developments in advertising on social platforms – e.g. re-targeting, Facebook exchange, sponsored tweets
  • Sensitivity of the user and impact on member relationships – how do brands advertise on social networks without being invasive
  • Defining appropriate goals and measuring the effectiveness of social advertising

Moderator: Tony Pham, VP, Marketing and User Acquisition/Engagement, Life360
Patience Elfving, Director of Business Development and Partnerships Director, Kenshoo
Rob Wilk, VP of sales, foursquare
James Burnette, Head of Sales, Marketing Solutions, LinkedIn
Joshua Nafman, Digital Brand Manager, Pepsi TM

 

Creating a social business - How can a company become truly social
AmyVernon-vs2JenniferDominiquini_Sears_2ragy_Thomas_Sprinklrtanya_donnelly_schnider_JeanneCarboniSAP
  • How can a company become truly social
  • What challenges do they face on the way there?
  • Facilitating and encouraging different functions talk to one another
  • Creating a unified voice, putting the infrastructure in place
  • Who leads the way? Who in the business should be driving social, and how do they get others involved?

Moderator: Amy Vernon, GM, Social Marketing, Internet Media Labs

Jennifer Dominiquini, Chief Marketing Officer - Seasonal and Outdoor Living Sears & Kmart, Sears Holdings Corporation
Ragy Thomas, CEO & Founder,Sprinklr
Tanya Donnelly, Global Social Media Director, Schneider Electric
Jeanne Carboni, Senior Director, Collaboration, Digital, Social and Communities, SAP

 

12.30

LUNCH BREAK
A buffet lunch will be served in the networking exhibition area

SESSION TWO: Social Marketing in Action

1.30

What really matters in social marketing & strategies for attacking the opportunity


Chris_Thorne_-_EA_Games_-_v2

  • How social user actions correlate with incremental sales activity
  • Framework for how EA thinks about social marketing strategies for its 100MM fans/followers/subscribers
  • Strategies for turning "influencers" on social channels into your company's most powerful marketing force
  • Case studies of how EA leveraged these strategies on social channels (Facebook, YouTube, Twitter) to improve its marketing ROI

Chris Thorne, Vice President & Global Head of Social Marketing & Media, EA



2.00

How an energy company made big on FB, with 1.6m+ fans in less than 6 months

MariaAmezagaShell

  • Roadmap to success – how do you increase your fan base?
  • Collaboration – identifying the right partners
  • Content creation - storytelling and audience targeting
  • How to engage your followers and what does this mean for the brand?
  • The importance of community management & internal collaboration
Maria E. Amezaga, Global Social Media Manager- Center of Excellence, Communication Strategy, Shell

SOCIAL DEBATE - BREAKOUT TWO

2.30

Social media insight & analysis: How to measure, model & evaluate social success
Richard_OconnellWayne_Crimson_HexagonDean_Praetorius_Director_of_Trends__Social_Media_at_The_Huffington_PostRichard_Jones_-_Engage_sciencesLinette_Gomez_-formerly_CARyan_Stonehouse_-_Google
  • Your customers are talking but are you really listening?
  • How do you gain knowledge that gives direction and not just data?
  • Regional and global monitoring – what's the difference?
  • The future of social media monitoring

Moderator: Richard O'Connell, Former - Vice President, Marketing, Disney ABC Digital Group
Wayne St. Amand, Vice President of Marketing, Crimson Hexagon
 Dean Praetorius, Director of Trends & Social Media, The Huffington Post 
Richard Jones, CEO, EngageSciences
Linette Gomez, formerly Senior Director, Social Media and Digital, Thought Leadership, CA Technologies
Ryan Stonehouse, Global Lead, Social Sales & Strategy, Google

 

Proactive approaches to company crisis management
steve_barret_prweek_2AutumnTruongCiscoamber_harris_Morgan_Johnston_Jetbluechristine_cea_
  • Being prepared: building your reputation before a crisis hits, creating a framework for quick decisive action, social media training and guidelines for your team
  • Internal structure: where does the responsibility for managing reputation sit?  Identifying best model for streamlining monitoring and response across multiple departments
  • Importance of open dialogue and transparency
  • Relationships with influences and brand advocates
  • Engage with customers and act on complaints

Moderator: Steve Barret, Editor-in-Chief, PRWEEK
Autumn Truong, Senior Social Media Strategist, Cisco
Amber Harris, Director, Digital Communications & Social Media, Discovery Communications
Morgan Johnston, Manager, Corporate Communications, Jet Blue Airways
Christine Cea, Director, Marketing Communications, Unilever

3.20

Structured speed networking & 1-2-1 meetings

3.50

COFFEE BREAK

SESSION THREE: Social Brand Management

4.10

Crisis Management case study: P&G: Managing potential threats and reacting to maintain brand value

paul_fox_2_

 
  • How to prioritize responsibilities when issues arise; learn how to understand multiple risks across your brands and determine which are most likely to impact your stakeholders
  • How P&G think about scenario and escalation planning – and how social factors into this
  • The process to determine which communication channels to use when engaging with different stakeholders – when and how does social fit with other channels?
  • Decision making process when a crisis occurs, which stakeholders are involved and how to communicate to these most effectively

Paul Fox, Director, Corporate Communications, P&G

4.40

Social marketing strategies for brands

Ben_Arnon

  • What does it take to generate significant social ROI for your brand
  • Practical insights from six social media success stories across five different industries
  • Ways social media influences users to recommend and buy
  • How to increase word of mouth marketing
  • Leverage earned media to address concrete business objectives

Ben Arnon, VP of Global Brand Partnerships, Wildfire

5.10

How to create engaging Facebook apps

BrianMaddenHearstDigitalNEW

  • Why create facebook Apps, and why to like-gate?
  • Canvas versus Tab?
  • How to drive users to the App and analyze performance
  • Finding an App building tool

Brian Madden, Executive Director of Social Media, Hearst Digital

5.40

Close of workshop



DAY TWO - November 28th

8.00

Networking Breakfast
A continental breakfast will be served in our networking area - meet and network with your fellow attendees before the conference day begins.

9.00

Chair’s welcome & opening remarks

Colin_Sutton_-_OMD

Colin Sutton, US Director Social Media, OMD 

SESSION FOUR: Social Content Management 

9.10

Twitter as a marketing tool - How to drive engagement, awareness and commerce

ShaneSteeleTwitter

  • Examining the ways in which Twitter is helping brands create brand awareness and drive engagement.
  • Twitter for social commerce: Sponsored tweets, hashtags and promotions
  • Creating a direct line of communication between brands and consumers, and how this can humanise a brand.
  • Case study examples

 Shane Steele, Director, Sales Marketing, Twitter

9.40

Social engagement at a global level: creating portable, fluid content that humanizes the brand.

Sosti_Ropaitis_-_Mc_Donalds_

  • The importance of portable content for a global brand like McDonald's
  • Using a global stage like the London Olympics to produce timely, relevant and engaging social content.
  • Raising brand awareness through relevant storytelling across multiple platforms. 
  • Creating unique video content that transcends cultures and geographies.

Sosti Ropaitis, Director of Digital & Social Media, McDonald's

SOCIAL DEBATE - BREAKOUT THREE

10.10

Communities, blogging & brand advocacy
AmyVernon-vs2joe_burton_social_chorus_Danielle_Strle_-_TumblrMichelleKlein_Diageo2MichaelBepkoWholeFoods
  • Key factors in facilitating development for a healthy, mature, productive and self-sustaining online community
  • How do blogs fit within a community, and how should brands look to engage with bloggers
  • How can community members and bloggers become brand advocates? Should these people be identified and singled out for special treatment?
  • What programs need to be in place to maintain relationships with advocates, members and bloggers – how much management is required and how much is the process self-managing?

 Moderator: Amy Vernon, GM, Social Marketing, Internet Media Labs
Joe Burton, President, Social Chorus.
Danielle Strle, Director of Product and Partnerships, Tumblr
Michelle Klein, Vice President, Smirnoff Global Marketing - Communications & Digital, Diageo
Michael Bepko, Global Online Community Manager, Whole Foods Market

 

Social Customer Service: Evolving a proactive approach
ToddWassermanMashableKipWetzelComCast
  • To what extend should social customer service be proactive, rather than purely reactive?  
  • What are the key factors to incorporate in a proactive approach?
  • Analytics, metrics and data – what should you be measuring to determine success? How much should ROI factor?
  • How should social be integrated from an operational perspective? Resources, policies, staff recruitment and training, IT/infrastructure?

Todd Wasserman, Business & Marketing Editor, Mashable
Interviews: Kip Wetzel, Exec. Director: Social Media Service & Strategy, Comcast

 

11.00

Coffee break with structured speed networking & 1-2-1 meetings

11.35

Capturing and engaging customers through niche content creation

Felicia_Yukich_-_four_seasons

  • Why should brands become content creators
  • How The Four Seasons are taking a step toward re-humanizing brands and developing emotional connections between content and the customer
  • Deciding upon the best platform for content creation and how that relates to other social media
  • The Four Seasons at the heart of social publishing: Case study examples

Felicia Yukich, Manager of Social Media Marketing Worldwide, Four Seasons Hotels and Resorts

12.00

Case study: How Scholastic is using Pinterest in interesting and creative ways

MorganBadenScholastics

  • The story of how Scholastics got involved with Pinterest
  • How Pinterest differs from other social platforms in terms of content management and collaboration
  • What audience and returns is Pinterest delivering

Morgan Baden, Director, Social Media & Internal Communications, Scholastic

12.25

Bridging the Expectation Gap with your Facebook Audience

david_guy_louddoor

LoudDoor CEO David Guy presents startling new research highlighting the power of truly understanding what drives brands' Facebook consumers behaviors and attitudes.
David Guy, CEO, LoudDoor

12.50

LUNCH BREAK
A buffet lunch will be served in the networking exhibition area

SESSION FIVE: Social commerce 

1.50

Pin It To Win It: Boston Celtics and Pinterest

peter_stringer_boston_celtics

  • The Boston Celtics are one of the early adopters in pro sports to launch a Pinterest brand page in the hopes of driving traffic to their online store. This session will cover their evolving strategy, dive into the analytics and review the lessons learned from being the first team in pro sports to host a "Pin It To Win It" contest.

Peter Stringer, Senior Director, Interactive Media, Boston Celtics

SOCIAL DEBATE - BREAKOUT FOUR

2.20

Panel: Exploring social commerce
Colin_Sutton_-_OMDclaire_mazur_of_a_kind_
  • What sort of products best fit the social commerce model, and how much potential is there for growth?
  • What social commerce strategies are available and how to decide what will work for you – fb stores, group buying, exclusive offers, fb contact recommendations, check-ins, in-store f-commerce, t-commerce…
  • Examples of innovative brands in the social commerce sector

Moderator: Colin Sutton, US Director Social Media, OMD
 Claire Mazur, Co-Founder, Of a Kind
Jim Newcomb, Director, Brand Management & Advertising, The Boeing Company

 

Social brand management
sarah_glover_nbc_universal_kelly_fisher_toyota_Nicole_Bohard_Capital_OneTarik_Hart_Vice_President_of_Customer_Experience_ShoutletSosti_Ropaitis_-_Mc_Donalds_
  • How do you maintain control of brand identity in the age of social business, when an increasing number of employees across multiple functions are social
  • How are brand strategies changing given the increased popularity of more visual forms of social media - Pinterest, Instagram, Facebook timeline
  • As a brand director how do you stay on top of emerging platforms and decide whether they are right for your brand?

Moderator: Sarah Glover, Social Media Editor, NBC 10
Kelly Fisher, Assistant Manager, Corporate Philanthropy, Toyota
Nicole Bohorad,Senior Manager, Social Media Marketing, Capital One
Tarik Hart, Vice President of Customer Experience, Shoutlet
Sosti Ropaitis, Director of Digital & Social Media, McDonald's

  

SOCIAL DEBATE - BREAKOUT FIVE

3.00

Social TV Panel: Social media for building audience engagement
Mike_Prolux_-_Hill_HolidayJohnson_Tang_MTVEmily_Christner_-_TV_guideMariaProkopi_-_Orange_-_v2katie_richman_espn
  • How modern media organizations harness the power of social media to engage with their audience?
  • Examples and case-studies debated: TV, music, film
  • What does this mean for the future of the entertainment business?
  • How can these relationship filter into the media as a whole and usefulness to brands?
  • How does social TV fit with the movement to build audience engagement

Moderator: Mike Prolux, SVP & Director of Social Media, Hill Holliday and Co-Author of Social TV (book)
Johnson Tang, Sr Director of Product Development, MTV & Vh1 Digital at MTV Networks
Emily Christner, Vice President, Marketing, TV Guide Digital
Katie Richman, Director of Social Media, ESPN
Maria Prokopi, Principal Research Engineer, Orange Labs UK
 

Best practice in: Managing social at global scale
ragy_Thomas_Sprinklr
  • How do you manage the social messaging from a campaign that generates 3,000+ tweets?
  • How do you scale a social roll out across 26 geographies?
  • How do you achieve operational efficiency in scale without losing the personal approach that social demands?

Ragy Thomas,CEO & Founder, Sprinklr

3.50

COFFEE BREAK

SESSION SIX: Social TV

4.10

Case study: Building interaction and gaming into the TV experience

Jesse_Redniss_-_USA_Networks

  • How are tablets and mobile affecting how we interact with the TV
  • Why is TV better when it’s social
  • Audience voting and game playing examples

Jesse Redniss, SVP of Digital, USA Network

4.30

Case study: Endemol

olivier_gers_endemol_

Olivier Gers, CEO, Endemol Worldwide Brands 

SESSION SEVEN: Social for B2B Marketing 

4.50

Challenges of establishing a B2B social media presence at a high level

Jeannine_d_allegro_dunBradstreet

  • What unique problems do b2b brand managers need to overcome in using social media – issues of market culture? Governance?
  • How to create a strong Linkedin presence
  • Top-tips and case-study examples for b2b social media engagement

Jeannine D'Allegro, Marketing Director, Digital Properties, Dun & Bradstreet
 

5.20

Close of workshop