Day 1
Improve your consumer engagement by way of a more advanced social media strategy to inspire even better brand interaction
As social media evolves, the number of fans engaging with your brand online is rocketing. It's now common for brands to have large numbers of Fans and Followers - but to what extent do they truly engage with your brand?
90% of Facebook users don't return to the brand page after the 'Like'. The reality is that brands now not only face the problem creating new fans - but keeping existing fans engaged.
In this session American Express, Gap, AVG and H&R Block will spell out on how to make true Friends through REAL relationships:
- Humanize your brand: Transform your corporate image into something approachable and engaging, and boost consumer interaction
- Retention is the new acquisition: Build robust and lasting relationships to future-proof your business for the new economic situation
- Capitalize on every conversation: Move from a content strategy to a conversation strategy and maximize interactions for enhanced loyalty and brand appreciation
Part One
American Express, Laura Fink, Vice-President Social Media
Gap, Rachel Tipograph, Director, Global Digital and Social Media
H&R Block, Scott Gulbransen, Director of Social Media
Part Two
AVG, Jill Hunley, Vice President of Global Social Media
Diageo/Smirnoff, Michelle Klein, Smirnoff Vice President, Global Marketing
Boeing, Todd Blecher, Communications/Social Media Director
Incorporate commerce into your broader social media strategy to directly impact your bottom line
Gone are the days where social media was just 'experimental'. It must now deliver genuine worth to push those budgetary floodgates open. As your online fans increase, your ability to move from followers to dollars improves -dramatically. But how do you make social media part of the sales process?
Adding commerce to the social mix remains tough. Talking in the right voice and making the right sounds has never been more crucial. Get it wrong and you run the risk of jeopardizing all your previous hard work, as followers become alienated through a bullish sales technique.
- Social commerce: Learn the best ways to incorporate loyalty programs, customer benefits, and rewards programs into your existing websites and campaigns
- Moving from followers to customers: Avoid the pitfalls of overselling to your brand loyalists by deploying softly-softly sales techniques that will not alienate anyone
- Profit from staying in touch: Discover how to create an environment where your customers are actually eager to help sell your products for you
Whole Foods Market, Bill Tolany, Head of Integrated Media
Air France KLM, Viktor Van-der-Wijk, Director E-Acquisition
Create a more robust and responsive customer service function: Turn your customers - and your critics - into brand ambassadors
Good customer service leads to positive sentiment, and the advance of social media has changed customer service beyond recognition. Already, 42% of companies use social media as a customer service tool, and this is predicted to increase to 59% by the end of the year.
Good customer service has the power to create better brand reputation, increase retention rates and boost competitive advantage. Social customer service is becoming the norm for any company that wants to communicate proactively with their customers, so time to get with the program
In this session Frank Eliason, who is wrote to book on social customer service from him time as @ComcastCares, will be joined by leading airline JetBlue. Both JetBlue, one of the earliest adopters of social customer service, and Citi will demonstrate how to build a successful social media customer service function at your company.
- Conversation overload: Ensuring you respond effectively to the rapidly increasing number of customer requests - and route queries to the right people
- Constructing response models: How to deal with troublemakers - and know when it's time to cut them loose
- Move beyond social media: Dealing with problems that can't be answered in 140 characters or less
- SocialCRM: Achieving seamless integration...
Citi, Frank Eliason, Senior Vice President of Social Media
JetBlue, Morgan Johnston, Head of Corporate Communications
Hilton Worldwide, Vanessa Sain-Dieguez, Social Media Planning & Integration
Comcast, Kip Wetzel, Senior Director: Social Media Servicing & Strategy
ExactTarget, Susan Marshall, Sr. Director Product Marketing
Reputation preservation and enhancement: Use social media to maximize the impact of your brand
Social media has changed the way brands communicate once and for all. Traditional barriers between brands and stakeholders are now almost non-existent - which brings both opportunities and dangers.
Use social correctly and you can manage your online reputation far more effectively than before. Look at Southwest Airlines, who told the world about their emergency with Flight 1919 to Chicago via social rather than traditional media and emerged from a crisis with its reputation enhanced, rather than damaged. This session shows you the do's and don'ts of reputation management via social media from three of the US's biggest brands, McDonalds, Citi and Southwest Airlines.
- Risk management and crisis response: How to identify escalating situations on social networks and deal with them appropriately
- Build trust and passion: Use social media to share good news stories, build brand advocates and spread positive impact
- Information at the speed of light: Dealing with the sheer speed and spread of social news to keep several steps ahead
Citi, Jonathan Young, Vice President, Social Media & Digital Communications
Southwest Airlines, Brandy King, Senior Communications Manager
McDonald's, Heather Oldani, Director, U.S. Communications
Global versus Local: Manage multiple identities whilst maintaining brand identity on a universal scale
Social media provides a forum in which your brand can reach large audiences like never before. However it's essential to maintain a clear brand identity for social media success. But that's easier said than done, especially when your brand's presence makes itself felt in different geographical markets through multiple platforms.
Today's average company has six different Twitter accounts, so it's clear segmentation is happening. But should it? How do you send out a united message when the communication landscape is so disjointed?
- Localization of content: How to create on-message content that also meets local demands
- Keeping up appearances: Ensuring your brand voice remains consistent - rather than confused - even when it's spread across many different social media locations
- Training, equipping and synergizing multiple teams in different regions to truly create a 'global' social media function
BAE Systems, Steve Field, Director of Digital Media
General Electric, Andy Markowitz, Director, Global Digital Strategy
Creating marketing synergy: Boost your external impact by developing a fully-integrated marketing mix
Gone are the days when social sat at its own table. Companies have woken up to the fact that social needs to be part of the broader marketing and communications strategy. Just look at Audi, who at became the first company to introduce a hashtag to a TV during last year's Super Bowl half-time break. Now it happens all the time.
What else can you do with social to make your traditional marketing work harder? Or are you still keeping marketing and social at separate tables - and limiting your potential impact?
In this session American Eagle Outfitters and Mercedes-Benz will spell out precisely how social media impacts on your traditional marketing communications - and the necessary steps to create synergy across your entire marketing mix.
- Boosting impact: Techniques to enhance and amplify your storylines and brand messages through social
- Integrate your offline channels with social: Persuading consumers to shift their conversations about your brand online
- Understand the dangers: The risks of failing to properly integrate your marketing mix in 2012
American Eagle Outfitters, Jessica Berlin, Head of Social Media
Mercedes-Benz USA, Mark Aikman, Social Media Lead
IZEA, Ted Murphy, CEO
The social mobile customer: Boost your impact by combining the power of mobile with the strength of social - the Cars.com way
- A case study on how Cars.com have utilised mobile successfully for their company
Geotargeting platforms and Group Buying Mobile Apps are other great ways to drive traffic to your brick and mortar stores, and encourage your loyalists to share your brand socially. Group Buying/Daily Deal sites have been able to geotarget their users that match deals to their current location. In this case study session Sharon Knitter from Cars.com will show you how you can utilize these platforms to create relationships with new customers, and further engage and sell to your brand loyalists.
Cars.com, Sharon Knitter, Senior Director of Mobile
Day 2
Lay the foundations for long-term business success: Structuring, embedding, operationalizing and communicating social media inside your organization
As your social media develops, so too must your strategy and your model of adoption. Coming up with an effective internal social media structure is hard enough - but coming up with one which is effective and meets key business priorities is even harder. Adding additional pressure to you, the social media manager in what is already pressure filled role.
In this session you will hear from Dell, Wells Fargo and Adobe and get a 360 view of what a successful internal structure looks like.
- Where to embed social at your company? Create nimble infrastructures and secure the coordination required for internal cohesion
- Getting to Yes: The secrets of achieving genuine support from the C-suite
- Achieving maximum productivity from your internal resources: How to pick the best person for the job
- Promote internal cohesion: Improve your internal communication channels to ensure your company's social media deployment is efficient and productive
Dell, Richard Binhammer, Director, Social Media and Community
Wells Fargo, Nathan Bricklin, Senior Vice President - Head of Social Business Strategy
Adobe, Maria Poveromo, Director of Social Media
Spredfast, Jim Rudden, CMO
Design an internal governance model to train and create employee brand ambassadors - not liabilities
Social media carries many associated risks. None more so than the fear of someone doing something 'wrong' - and with 73% of companies having at least three people active on 'official' social media, you need to be certain responsibilities are clear.
Unfortunately, the nature of the beast means one small mistake can escalate quickly, and before you know it, you're obliged to fight fire with fire. From Mattel's deleting of Facebook posts, to Habitat's loose hashtag, examples of social media going wrong are all too easy to find.
But you can't afford not to be on social media. So you need to make sure that your employees know the rules of engagement. In this session hear from two very big brands in two very different industries. Bank of America and Dunkin' Brands will share their experience on how to use social media effectively in tandem with broader company goals.
- Socialization for success: Train your biggest assets to know the rules of engagement
- Create an appropriate governance policy: Develop internal rules to guide your employees in representing your company
- Finding the right balance: Empowerment or constant supervision? What works best for your business?
- How to prosper in a regulated industry: Learn how the thrive in even the toughest social media environment
Bank of America, Chris Smith, Senior Vice President of Social Media
Bank of America, Emily Berg, Senior Vice President of Enterprise Social Media Marketing
Dunkin' Brands, Jessica Gioglio, Public Relations and Social Media Manager
The impact of social media: Should you look further than ROI to assess success?
Even in 2012, putting a firm price on what social media delivers remains contentious, and 74% of companies admit they are not confident in attributing the right ROI to their social efforts.
However the days of social media being allowed to run its own course are over. At the very least, it must now deliver real impact. But should this impact be measured purely in financial terms? Or are their other metrics your business should measure - and take into account?
In this session New York Life Insurance will walk you through a variety of popular ROI models - financial and non-financial - that they are applying. Protiviti will share a continuum of metrics corporate directors are seeing when management presents social media in the boardroom. And Lego will go through four very new and distinct ways they are looking to create value through social media that show returns.
- The Holy Grail: Firmly establish what you want to achieve from your social efforts - is it more than just the value of a shared voice?
- The social ROI formula: Find a clear route to your social impact - and attribute it back to specific social media campaigns and efforts
- The next generation: Is ROI redundant, or not? Is it time to focus on new and different monetary metrics that show bang for your buck?
New York Life Insurance, Gregory Weiss, Assistant Vice President, Social Media
Lego, Lars Silberbauer, Head of Social Media
Protiviti, Gregory Hedges, Managing Director Social Business
Techniques to stop, look and listen to what is being said about your brand on social media channels
Social media monitoring delivers a deluge of data - some relevant and some not. It's easy to feel overwhelmed. The real challenge is not to track and measure everything, but to single out the business-critical information to your brand.
But with 65% of companies confessing their current measurement of social media impact is ineffective, how do you find the stuff that really matters?
PepsiCo is a real leader in this very area. Having launched Mission Control in 2010 with Gatorade, they have been evolving that platform with brands and the corporate organization since. In this session they will demonstrate how to monitor the right things and track your social media success:
- Determine your priorities: Identify what your company should be looking to achieve through the wealth of social media data
- Finding critical data: How to fish in the right pools to deliver the information you need
- Signal versus Noise: Adding a relevant corporate lens to cut through the chatter and find the most pertinent information
PepsiCo, David Weiner, Director of Corporate Communications
New Jersey Devils, William Carafello, Marketing Director
Using the social media data you gather to inform future brand strategy
Turning social media data into actionable insights that inform strategy is imperative to future business success. But with the wealth of social media data out there, how do you sort the wheat from the chaff?
Social media should hold sway over brand decisions. For instance, Gap, through social media, felt the backlash to their change of brand logo in 2010 and reverted to the traditional version. Just one case of where listening to and reading social media discussions correctly is imperative to inform business decisions. In this session:
- Turn data into action: How to analyze data to understand what your consumers want from you
- Crowd sourcing and internal innovation: Using what you hear to directly influence your product development teams
- Actionable insights: Create free-flowing and easily understood information across business departments
The Echo System, Lance Neuhauser, CEO & Founder
How gamification can boost customer interactions, train staff and improve stakeholder engagement
Gamification is fast moving from a perceived flash in the pan into marketing mainstream thinking. Consultancy firm Gartner predicts that by 2015, more than 50% of organizations that manage innovation processes will gamify those processes, and predict that by 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay and Amazon.
But why? If you bring gamification into your own marketing strategy, what are the potential positive - and negative - effects?
In this session, two leading corporations will introduce you to gamification and explain how it can impact on your bottom line:
- Gamifying for the right reasons: Identify the circumstances when adding a 'game layer' to your business adds value
- Tactics for engagement: How to harness the 'stickyness' of game dynamics
- The best ways to incorporate loyalty programs and customer benefits... without giving too much away
Recyclebank, Samantha Skey, Chief Revenue Officer
Siemens, Oliver Fleischhut, Director, Online Communications
Bunchball, Molly Kittle, VP of Digital Strategy
