|Plenary Sessions||CMO Keynote||B2C Specific||B2B Specific||Customer Care||Other|
All the topics we're covering at a glance
Opening Keynote Part One: Social in context: Learn from CMOs about how social media fits into broader marketing and business strategy
CEOs and CMOs have a vital role to play in leveraging social across business. Their decisions impact on every aspect of your own role.
According to Marketing Charts, CMOs project big increases in social media spending in the next 5 years. Things are changing and you need to understand C-suite intentions to align and evolve your own. In this session, you'll hear direct from international CMOs on:
The Hertz Corporation,
Sears & K Mart Seasonal and Outdoor Living,
Organic Valley, CROPP Cooperative,
The Hertz Corporation,
Become a social business
Map out how to move beyond marketing: Your role in embedding social across multiple departments in your company
It's essential to realise that social isn't simply a way to do marketing - it's a whole new way of doing business. According to IBM, companies that embed social strategy across more than simply the marketing department drive real business value and create competitive advantage.
Your role is critical. As head of social media, you need to help lay the foundations of a corporate social infrastructure – and in this session you'll learn how to do just that:
Practical steps to put your new social infrastructure in place: Enhance consumer experience through well-managed multi-departmental social engagement
Once you have broken down internal silos, set out a road-map and encouraged collaboration across your company, you've got to start walking the walk. Whether you are faced with a crisis, customer issue or simply want to engage your online customers, you need to ensure the strategy you've put in place works in the real world. In this session you'll learn:
The Home Depot,
Energise your community and advocates to build authentic relationships: Become a valued part of your community, interact with purpose and spot new engagement opportunities.
As social media evolves, building authentic relationships - as opposed to building follower numbers - is becoming increasingly important for brands.
Your business needs to become the center of the community, a trusted partner and 'friend'. You achieve that, and you will benefit from a wealth of information and insight. You'll ensure you keep in line with changes in your industry, and in consumer demand.
Keep ahead of competition by becoming trusted, boosting your reputation and driving long term credibility:
|Track One||Track Two|
How to find and leverage your key influencers: generate awareness and build a buzz for your brand with the support and backing of highly influential evangelists
Forrester has found that 13.4% of US adults create 80% of the influential content online.
That shows you how essential it is to identify and then engage these influencers.
Identifying key figures in the industry can significantly impact your reach, reputation and customer loyalty. Social gives you great opportunity to do this – but brings additional challenges. You've got to be faster, more transparent, and truly global to create meaningful relations with these thought-leaders.
Johnson & Johnson,
Engage influencers to help put your product in front of core customers and lend credibility to your brand
It's important to accept that social media is now a channel that B2B marketers cannot afford to ignore.
According to B2BMarketing.com, key influencers play a vital role in influencing decision makers within potential client businesses. Their approval, recommendations and insights about a product/service help to build credibility - and lift your brand's reputation amongst potential customers.
In this session you will learn how to identify, nurture and leverage thought leaders to get exposure to - and business from – a new client base.
Create exciting, useful and valuable content: Increase engagement, trigger a response and drive online sharing to broaden your company's reach.
Make your voice stand out from the crowd and gain competitive advantage by providing value to your customers through content. According to Business Grow, a significant amount of users visit brand sites to consume content – not for freebies and discounts.
It's vital you give them this reason to engage with your brand.
You must know how to create compelling - and relevant - content – that engages, but more importantly, drives customers down your sales funnel.
The Hershey Company,
Get more interesting: Learn how to take an underwhelming product or service – and focus on the positives to turn it into engaging content
According to BtoB Magazine, 82% of B2B marketers believe that strong content is critical to boosting presence online.
Therefore, it's obvious that distributing content through social media should be top of your agenda.
But when you're a company that makes cardboard boxes, how can you come up with a continuous stream of interesting, valuable content – on time and under budget?
Automatic Data Processing, Inc.,