Social Media Forum North America

 
 
You are here:: Conference Social Business break-outs
 
 
america-track-socialbusiness

Morgan_Johnston_Jetblueamber_harris_JenniferDominiquini_Sears_2KipWetzelComCastSosti_Ropaitis_-_Mc_Donalds_tanya_donnelly_schnider_JeremyEpstein-SprinklAutumnTruongCiscoJeanneCarboniSAPkelly_fisher_toyota_patrick_mclean_capital_one_steve_barret_prweekTarik_Hart_Vice_President_of_Customer_Experience_ShoutletAmyVernon-vs2

Are you wrestling with implementing a social culture throughout your organisation, bringing the personal touch and immediacy of social interaction to areas such as complaints, customer service or product development, or simply trying to tie a social media strategy into your marketing strategy? The social media explosion has changed the way customer and businesses interact, perhaps forever. “Social media is now forcing the company culture to change and adapt based on these social operating systems,” says renown industry expert and occasional SMWF speaker Brian Solis. “Actions and reactions are now more tangible, direct, and immediate. In order to support this radical transformation, it has become clear that governance, responsibility, and accountability is needed – not restraint.” The SMWF Social Business track will examine many of the fundamental issues and challenges you face.

Social media has proved to have far wider applications than merely as a marketing tool. Social technologies are providing enterprise organisations with sophisticated collaboration solutions and platforms which are breaking down internal silos between previously disparate teams and departments, driving knowledge and operational efficiencies and allowing truly social cultures to develop from the top down and bottom up.

DAY ONE - November 27th

SOCIAL DEBATE - BREAKOUT ONE

11.40

Creating a social business - How can a company become truly social

AmyVernon-vs2JenniferDominiquini_Sears_2JeremyEpstein-Sprinkltanya_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
Jeremy Epstein, VP Marketing and Social Navigator, Sprinklr
Tanya Donnelly, Global Social Media Director, Schneider Electric
Jeanne Carboni, Senior Director, Collaboration, Digital, Social and Communities, SAP

SOCIAL DEBATE - BREAKOUT TWO

2.30

Proactive approaches to company crisis management

steve_barret_prweekAutumnTruongCiscoamber_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

DAY TWO - November 28th

SOCIAL DEBATE - BREAKOUT THREE

11.40

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

SOCIAL DEBATE - BREAKOUT FOUR

2.20

Social brand management
kelly_fisher_toyota_patrick_mclean_capital_one_Tarik_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?

Kelly Fisher, Assistant Manager, Corporate Philanthropy, Toyota
Patrick McLean, Vice President, Digital Brand Strategy, 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

Best practice in: Managing social at global scale

JeremyEpstein-Sprinkl

  • 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?

Jeremy Epstein, VP Marketing and Social Navigator, Sprinklr