| 9.00AM |
| Track One |
Track Two |
Get closer to your customers: Use advanced social CRM strategy to build a fuller picture of your customer-base
There's a huge opportunity – social interaction generates a huge amount of data you can use to get a far more complex view of individual customers.
Integrate social data into your Customer Relationship Management strategy and you'll be able to leverage this information for better corporate decision-making:
- Discover how to data capture through multiple social touch points and ensure information is used to inform future customer engagement.
- Train your team to use sensitive information: Ensure you engage with your consumers without being intrusive.
- Distribute data efficiently: Ensure multiple departments reap the benefit of a fuller customer profile
Thomson Reuters, Jen McClure, Senior Director, Social Media Strategy
Shoutlet, Tarik Hart, Vice President, Customer Experience
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Use social media internally for increased collaboration, innovation and efficiency
61% of employees say their companies' social media tools help them collaborate. 60% of employees say use of internal social media demonstrates innovation. And 58% of employees would rather work at a company that uses internal social media effectively.
The gains are significant. If you can drive internal adoption of social media, you'll be able to empower and enthuse employees, trigger interaction, and boost innovation.
In this session, we'll show you how to do exactly that:
- Set up an internal platform to allow teams to contribute and collaborate in real time: leverage latent internal expertise to help build a more robust business strategy
- Set up policies and training: Make your employees aware of the do's and don't for better team-working, and fewer internal disputes
- How to take internal insight and collaborative ideas to define future goals and solutions: Improve employee relationships and business growth by leveraging latent internal expertise
Wells Fargo, Nathan Bricklin, Senior Vice President and Head of Social Business Strategy
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Social channels as a helpline: Better customer service through social interaction
62% of companies have already used social media for customer service resolution. 77% of customers expect to be served in the channel of their choice.
If you're not using social customer service, you're already behind the curve. And if you are, it takes a whole lot of work to stay ahead of it.
Hear how Bank of America and Citi integrate social with customer service for a future-proof, pro-active and engaging strategy:
- Using social to resolve, not just spot, individual issues: How to manage complaints online - and why keeping it in the public domain is a must until absolutely necessary
- Different channel, different approach: Specific tactics and best practice for complaint resolution on Twitter and Facebook
- How to train staff for social complaint resolution: New skills to enhance efficiency, save time and boost customer experience.
Bank of America, Emily Berg, Senior Vice President Social Media
Citi, Lara Ruth, Vice President, Social Media
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Incorporate advanced SoLoMo strategy: Deeper engagement through cutting edge integrated marketing techniques
SoLoMo - the combination of social media, location-aware technology and mobile device usage offers huge opportunities to your business. Adding it to your marketing strategy allows new levels of immediacy and advanced targeting. With strong SoLoMo work, you can be sure you are reaching the right consumers - at the right place and time.
With over 50% of the US population owning a smart device and 70% using social media (Nielsen, 2012) it is now that you need to integrate your social, local and mobile strategy:
- Ensure Social, Local and Mobile work seamlessly together: Target by location, engage via social and use mobile to deliver messaging at the time when your consumers are most likely to act
- Optimise your mobile site for social interaction – become mobile friendly and provide sharing capabilities to enhance your online and offline reach
- Simplify your user experience to ensure your conversion process captures the right person, at the right time, in the right place
EXPRESS, Eric Gohs, Director of Online Marketing
Dunkin' Donuts, Scott Hudler, Vice President-Global Consumer Engagement
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From quantitative to qualitative measurement: Analyse the holistic impact your social engagement is having on your business
According to Econsultancy, "having 1million 'likes' means nothing if they are not engaged" They're right. For effective social engagement, one must move beyond basic statistics.
It is essential that you have an in-depth overview of your company's performance in order to drive future success. Social interaction offers unprecedented levels of data – unprecedented insight on impact, customer sentiment and more. But it all goes to waste unless you're tracking it.
- Shift your measurement from clicks to comments: Understand the sentiment of your consumer's conversation so you can analyse the effect that social has on your brand's reputation.
- Measure your customer relationships: How relevant, quick and accurate are you are when engaging with potential or existing customers?
- Analyse how your online community is sharing your content - the reach your postings achieve - and how this ties back into revenue generation
General Mills, Kirstie Foster, Director of Public Relations and Social Media
newBrandAnalytics, Susan Ganeshan CMO
KLM, Karlijn Vogel-Meijer Manager Social Media
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Effective audience segmentation: Understand your customer better for more effective, targeted and precise marketing
It is important to realise that no consumer is the same. Every individual you’re trying to engage has a different set of tastes, needs and preferences.
Fortunately, social media data gives you a better opportunity than ever before to get a truly 360-degree view of your customer. Once you’ve got that, you can enhance your customer’s experience with targeted messages that are engaging, personalised and differentiated.
- Spot an audience: Take your worldwide community of customers and break it down into different niche groups
- Identify your customer’s needs: Understand their behaviours, preferences and desires - so you can target your messages accordingly - ensuring relevance.
- Build trust and relationships: Use social media to provide value to subsets of your customer base and engage in a way that allows your consumers to feel a connection with your brand
PETCO Animal Supplies Inc, Katherine Smith, Director Social Media
ID Interact, Matt Standish, Founder, CEO & Chief Achitect
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Safeguarding Your Social Media
Recently there have been an unprecedented rise in social media account hacks. Major brands, including NPR, FIFA, CBS 60 Minutes and 48 Hours, and The Associated Press have all suffered significant attacks. As you look to maximize your social media investment, it's wise to also consider how to protect it. In this session, we'll walk through examples of social media attacks and share how you can stop them to protect your brand and ensure compliance.
Nexgate, Devin Redmond, Co-founder & CEO
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Dilemma session:
Social media for crisis response: Preserve brand reputation with a fast, transparent and empathetic response
It is no longer acceptable to communicate during a crisis using a press release. It is vital that you reach out directly to your stakeholders for better - more efficient - crisis resolution.
Social media creates additional challenges for your crisis response strategy – you need to react more quickly, across multiple platforms, to many different audiences.
Overcome the challenges raised by social - create a strategy which allows you to forward plan against potential threats and deal with those unexpected.
- Organise and train your team: Provide guidelines, processes and procedures to ensure a quick crisis resolution.
- Identify and differentiate one-off issues with those that require a coordinated response: Avoid time-wasting and prioritise your efforts for most efficient resource allocation
- Become proactive: Scenario plan to pre-identify solutions for your most common issues.
JetBlue Airways Corp, Jenny Dervin, Vice President Corporate Communications
Procter & Gamble, Paul Fox, Director, Corporate Communications
Sprinklr, Ragy Thomas, CEO
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CASE STUDY 1: Target on the evolution of social media: How it has changed the way brands work and what’s in store for the future
In this session Bonnie Gross, Vice President of Digital Marketing and Loyalty, will discuss the rapid evolution, vision for innovating strategies and how social media has changed the way Target works. She will also be the first to share with you Target’s most recent program launch that looks ahead to the future of social media and offer advice on how you can ensure your social activity is engaging and true to your brand.
Target, Bonnie Gross, Vice President of Digital Marketing and Loyalty
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CASE STUDY 2: Crowdtap on Collaborative Marketing: Driving Consumer Powered Products and Marketing
In this session, Brandon Evans, CEO of Crowdtap, will discuss the next evolution of social: collaborative marketing. Brandon will explain how brands can market collaboratively with their consumers to drive advocacy and quickly move products from ideation to store shelves. Brandon will discuss how more than 50 brands have partnered with Crowdtap to apply collaborative marketing principles, including Reckitt Benckiser, Mastercard, Verizon and Sony. He will also provide 5 steps brands can take today to market with consumers and build a truly consumer-powered brand.
Crowdtap, Brandon Evans, CEO
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Establish the right framework to capture, manage and analyse social data – for an improved future business strategy
With the explosion of social media data, your company has more information than ever before to guide activity, strategy and future performance.
But to leverage it, you need to know how to capture this data, then analyse it and act.
It is most vital to have a clear strategy to deal with this data - so you can forward plan to meet the demands of your consumers.
In this session we will prepare you will the tools and tactics that you need - to turn your data into actionable insight.
- Capture relevant information: Enable relevant data to be captured throughout your social media engagement to ensure this is logged for future use.
- Take new information and distribute it correctly: Ensure your provide new insight to the right person which will define your business strategy moving forward.
- Inform content, marketing and product development decisions: Use social data to decide where to focus your next efforts.
American Airlines, Jonathan Pierce, Director, Social Communications
Crimson Hexagon, Wayne St Amand, VP of Marketing
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| 5.00PM |