Add an eventSocial Media Strategies Summit schedule
Tuesday 20th September 2011
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Creating and Maintaining an Optimized and Personalized Facebook Presence
by Terra Spero
Most brands understand the importance of utilizing Facebook to grow and maintain brand loyalty. But what some fail to realize is how to use this social platform correctly and the value of creating a personalized and optimized presence. Attendees of Workshop A will be guided through the steps in deciding which Facebook platform to use and how to optimize that space. Further, attendee’s will receive several landing pages to choose from and will be walked through the process of incorporating these pages into their companies Facebook Page. Workshop A will reveal the best secrets for getting your Page listed in Top News, creating a highly personalized Facebook presence, interactive landing page, and how to craft the right messages at the right times. This workshop will undoubtably increase the power of your companies social engagement. You will leave this workshop with:
•Optimized Facebook landing tab for your brand.
•Understanding of how to use Facebook analytics to your advantage.
•Advice on how to best engage with those who “Like” your brand
•Top Do’s and Don’ts for becoming a leading brand on Facebook. -
Creating Effective and Compliant Social Promotions
Social promotions are an excellent way to engage your audience and encourage them to take action. The challenge with social promotions is ensuring they are effective, compliant and interesting. This workshop will address the following social promotion considerations:
•How does a social promotion fit into your overall marketing plan?
•What type of promotions will be most effective for your audience (type, frequency)?
•What is the effort versus the reward?
•Are your promotions legally compliant?By attending this workshop, you will have a chance to learn how to create a social promotion and the right questions to ask to your legal counsel to create a successful social promotion. This workshop will take you from the initial planning stages through the execution and analysis, and will review some of the major compliance issues and solutions to ensure your promotions aren’t violating any new media laws.
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Being Your Brand’s Storyteller - Tips for Finding and Reporting on Consumer Friendly Content Through Your Company’s Blog
As a corporate blogger, it can be hard to cultivate compelling blog entries that please both your executives and customers. Join Jessica Gioglio, blogger for the Dunkin’ Donuts blog, Behind the Beans, as she shares tips for tracking down and communicating a mix of fresh content that offers value across many channels.
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Leveraging Social Media in a Regulated Environment: Escaping Paralysis
Social media has emerged as a proven tool to generate revenue and increase audience engagement for brands and businesses. Consequently, certain regulated industries have found themselves among a cultural shift in the way they must market their brand. Regulated industry marketers must adapt their current initiatives to capture the attention of online audiences to take advantage of the brand advocacy and groundswell realized by other businesses. Regulated industries often face stringent parameters, policies and laws that significantly impact how social media can be used. This workshop will guide the audience through these obstacles, empowering marketers to create a successful social media strategy, engaging core consumers, employees and stakeholders.
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Monitoring, Measuring, Monetizing: Social Media Metrics and How You Can Impact Your Company’s or Client’s Bottom Line
Now that companies have made the commitment to pursue social media, the next step must involve its measurement of impact. Budgets, however, are still in flux, and the social media managers must often find ways to prove the value of social media efforts with limited resources. In this session we will review how to utilize several tools and metrics --many of them free, that the social media manager is probably not aware of -- that can demonstrate ROI and pave the way for the provision of additional resources.
In addition, this session will explain how the social media manager can analyze metrics and integrate them with the company's or client's overall business analytics and reporting systems, and prove yet even more value to the bottom line.
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More Than Branding: Social Media as a Business Tool
In this hands-on workshop, Carisa takes a deep dive into utilizing social media as a business-to-business tool to address the most critical business issues faced by your organization. This collaborative workshop will help you to creatively identify impacts and opportunities within your business and better realize how to use social media to drive business forward and fuel bottom line results. Carisa will share multiple case studies, best practices and tactics to grow any business-to-business strategy to sustainable success.
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Non-Profits, Creating a Campaign that Delivers
by Terra Spero
There is no question that social media is changing the non-profit world. Organizations of every type, for-profit and not-forprofit are flocking to social media platforms like Facebook and Twitter. Like for-profit organizations nonprofits need to educate themselves on the various ways social platforms can help them reach their goals. Social media has and will continue to change the way nonprofits raise funds, attract volunteers, build awareness and ultimately reach those they were created to help. Non-Profits, Creating a Campaign that Delivers will guide attendee’s through setting realistic social goals, finding the right voice for their organization and will unveil special features offered to nonprofits on various social platforms. This workshop will educate attendee’s on how to deepen relationships with advocates, build relationships with for-profits in order to launch successful cause marketing campaigns, and how to maintain an online community that is about more than simply asking for donations. In addition, this workshop will provide non-profits with the rules for success on Facebook and Twitter, Facebook and Twitter do’s and don’ts for non-profits and case studies of non-profits that have created successful campaigns through a variety of social platforms.
Wednesday 21st September 2011
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Introduction by Conference Producer Meaghan Edelstein
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Opening Keynote: Give Your Business the Mirror Test
Is Your Company Really Breathing? - Here's How You And Your Company Must Adapt... Or Die.
The Mirror Test: How To Breathe New Life Into Your Business Jeffrey Hayzlett, Author and Celebrity CMO Hailed a "Celebrity CMO" by Forbes Magazine, and famous for his outspoken appearances on numerous television networks, Jeffrey Hayzlett is widely recognized as one of the most influential marketers of our time. He’ll talk to us about what he calls “The Mirror Test, ” the title of his new book and a new way to look at your company’s marketing and sales strategy. Hayzlett will share with you some of the newest ways to win with social media, redefine your elevator pitch and help you to transform your business. He has just led one of the biggest iconic turnarounds of Kodak and is here to share how you can do the same for your business. Will your business be positioned to fog the mirror and grow in today’s new economy?
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Sponsor Presentation - Trial Pay
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18 Months of “Where Will Happiness Strike Next?” - A YouTube Phenomena
by Paul McClay
A deep dive into the idea, strategy and components behind Coca- Cola’s Happiness campaign and how Definition 6 is driving its evolution.
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Doing Well by Doing Good; Cause Marketing and Your Brand
by Clam Lorenz
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Impact Of Social Media On B2B Organizations
by Stefan Heeke
While we are focusing a lot on technology trends, most businesses are still wrestling with the overall dynamics of social media in our culture and how this translates into the organization. It makes sense to take a step back and understand the implications and the fundamental forces large organizations are facing today with the advent of social media. The presentation touches on the following issues:
1) The Medium drives the (Company) Culture
2) Why it’s inevitable
3) Turmoil in Brandland
4) Power of Crowdsourcing
5) The Cost of Status Quo -
Leveraging Social/Mobile for Nonprofit Fundraising Events
This presentation will review how some of the top nonprofit organizations are combing their use of social/mobile during offline events to increase fundraising efforts and capture instant donations. Presenter, Jen Cohen, will walk through specific case studies and identify the key factors encouraging successful event execution and the best way to leverage the event audience and bring them online to prolong engagement, resulting in increased awareness and donations.
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Motivated Marines: A Social Media Corps for the few, the proud
by Greg Reeder
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Using Social Media to Drive B2B Sales Success: Research, Value Propositions and Objection Handling
Get beyond the hot topic of Social Media and get to selling! Join Carisa for this in-depth look at how a sales force can cultivate passionate, engaged fans, followers and brand advocates to drive wild offline and online sales success. Carisa will share the values of the social media Carisa will share the values of the social media user and how an organization can leverage those values in social efforts to drive sales to the bottom line.
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Brand Advertising in Social Games: How Advertisers Can Tap into a Billion-dollar Industry
by Peter Wexler
Hundreds of millions of customers interact with social games every day -- creating a significant opportunity for advertisers to run successful campaigns through games on social networking platforms like Facebook. Virtual currency is the key for advertisers looking to gain more exposure, achieve compelling engagement and build their brands. This session will examine advertising formats and campaigns that are effective in social games, such as video and in-game promotions.
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Social Media as a Key Component of Student Engagement in Higher Education
by Jennifer Sullivan and Eric Friedman
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Tips and Tricks of Effective Facebook Engagement to Grow Your Fan Base
There is no debate that Facebook is the destination for a lot of consumers around the world and businesses have taken notice. Growing your fans base and engaging effectively on Facebook is more art than science. In the social digital realm where the News Feed Optimization is becoming critical, it is important to know what you can do to get your status updates seen and engaged with every single time. Because on Facebook engagement equals brand exposure. And exposure equals fan growth.
This session will discuss lessons learned, tips and tricks of effective engagement. It will show the variety of practical/creative tactics and actionable tips that can help improve your Facebook marketing efforts and grow your fan base.
Attendees will learn:
• Actionable tips that will help you boost your Facebook engagement and grow your fans organically (implementable immediately)
• Wide range of creative marketing tactics and strategies
• Examples on what strategies other brands are using to increase their fan engagement and brand visibility -
Inviting your (social) customers to make a difference and tell the world about it
by Pierre Guillaume Wielezynski
Consumers expect brands to be socially active and tend to prefer companies that “do good”. Attend this interactive session to see how the United Nations World Food Programme is developing innovations that let businesses, celebrities and bloggers activate their online networks to fight the most important issue of our time: Hunger.
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Twitter for Business: Cultivating Communities & Maximizing Engagement
B2B social media presents an opportunity to not only cultivate communities on social platforms, but also amplify awareness for a company’s brand. Crosschannel marketing requires businesses to create relevant content for their subscriber base as increased relevancy spurs increased engagement with customers online. It’s important to understand how all the pieces, from monitoring conversations to customer interactions to analytics that show ROI, are a necessity in processing how social services have transformed the way people communicate, share and make purchase decisions. In this session, you will learn how to use Twitter to better market your services and establish industry contacts. Attendees will also learn how businesses can best utilize Twitter, how to build a Twitter following, and how to take advantage of all the search tools and other platform applications to show ROI.
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Using Events to Raise Money and Awareness
For any organization, especially one with a lean staff and a tight budget, hosting an event can seem like a daunting task. But by placing a focus on helping nonprofits run fundraising events cheaply and easily, the team at Eventbrite has seen first-hand how impactful events can be in raising money and awareness for a cause. And they have seen how important it is for nonprofits to make data an ally. Tracking the behaviors of attendees and donors makes for more successful recurring events.
Director of Marketing Tamara Mendelsohn will offer prescriptive advice for nonprofit organizations who want to begin building events--and the social media activity around events--into their programs. After helping nonprofit organizations raise over $24 million, the Eventbrite team has seen that with the right tools, hosting a fundraiser doesn’t require a big staff or a big budget.
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Celtics 3-Point Play - Gleaning Data from Facebook Engagement
Find out how the Boston Celtics and Isobar use an interactive Facebook game to engage fans, give away prizes, learn more about their Facebook audience and grow their customer database. You’ll hear from both the Celtics and Isobar about the inspiration and concept for the game, it’s marketing goals, and it’s success with converting anonymous Facebook fans into customers. Key Takeaways Include:
• How to develop an engaging, effective Facebook game;
• Engaging your Facebook fanbase;
• Collecting data from Facebook -
Social Media as a Corporate-Wide Initiative
So you’re monitoring your social media channels, responding to customer issues and answering questions. But the conversations involve more than simple Q and A – customers are increasingly providing feedback on product and service enhancements, as well as partnership opportunities. How do you forward this important customer data to the relevant teams in your organization? Or if you’re already doing so, how can you compel the respective departments in your company to take action on customer suggestions? The social feedback loop needs to be formalized into a process and the key stakeholders convinced that social data should be considered as part of the product and business development strategy. This session will help you set the stage for rallying your organization around customer data communicated via social channels. Key takeaways include:
• Capturing customer data segmented by departmental issue
• Building monthly reports that clearly communicate customer issues
• Proactively researching the social profiles of key customer demographics and potential partnerships -
The Digital Diagnosis - Emerging Media in the Non-Profit Arena
SMS Texting, QR Codes, Augmented Reality and other emerging technologies are transforming the way non-profit organizations market their messages around the globe. Multiple healthcare non-profits plus many governmental organizations are utilizing emerging tools to connect rapidly with stakeholders to build transparency and trust. In this presentation, emerging technology speaker John C. Havens will provide multiple case studies of non-profit organizations utilizing technologies that can be adapted for attendees while providing an easy to replicate formula on how best to implement strategies according to business objectives and set budgets.
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Building and Launching Social Media Marketing Campaigns
by Stephanie Chaparro
At a time when consumers increasingly resent being marketed to, interactive campaigns like sweepstakes, contests and give-aways are a form of marketing that consumers actually like. This session will provide top tips for using social promotions like contests, sweepstakes, coupons and deals to grow your fans, followers, newsletter subscribers and ultimately sales. Victoria will share the knowledge she’s gained from studying the more than 50,000 social promotions that have run via her company’s social media marketing technology. Her presentation will include tips that have been found to double or even triple a company’s fan page engagement, campaign ideas that have generated 5x ROI and numerous case examples from large brands, small businesses and non-profits.
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Corporate-Nonprofit Partnerships: How Social Media is Changing the Landscape
by Eric Rardin
More than three-quarters (78%) of consumers believe a nonprofit’s partnership with a trusted brand makes a cause stand out. And yet, the cause marketing trend toward online consumer voting campaigns is shifting this relationship – today, the number of followers you have seems to matter more than what you stand for. Join Cone Executive Vice President Craig Bida for a session that will explore how companies and nonprofits can build more effective, mutually beneficial relationships in the new media world that maximize value both on- and offline.
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Using Social Media Analytics to Gain Business Insight from both Mobile and Non-Mobile Devices
Social media barely had time to settle onto the desktop before it went mobile. Now, mobility and social media are completely intertwined, with social media generating a significant volume of the traffic traveling across mobile networks. Every day, millions of individuals participate in social networks and blogs from their smart phones and tablets. Apple and Android have dozens of apps for accessing social networking sites like Facebook and Classmates.com. Tweeting by mobile has become the rule, not the exception, and blog sites like Blogger.com and WordPress have apps for mobile blogging. One of the primary areas of interaction through mobile social media is sharing opinions and experiences as consumers. That creates a huge opportunity for companies that understand customers’ and business’s mobile habits. Businesses that capture and analyze these expressions of sentiment or views on evolving topics, and link this new insight with internal data and operational processes, will have a significant competitive advantage.
During this session, attendees will learn:• How social media analytics can provide practical business insight
• How to strengthen B2B as well as customer relationships and design more effective marketing campaigns using social media analytics
• How social media analytics can be combined with social network technologies to leaders of social networks
• What mathematical techniques and technologies are needed to quantify the benefit of using social media analytics -
Beyond the Basics: The Future of Social Media Campaigns
Beyond the Basics: Social Media and Activism 2011 is a presentation given by David J. Neff which covers the groundbreaking campaigns from the Digital Hills of Austin, TX for activism and nonprofit campaigns in 2011. It provides leading edge case studies of how to run nonprofit and activism social media campaigns in 2011 and beyond.
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Case Study - The Rules of Engagement: How GE brought Ecomagination to the 20-something Hipster
by Ed Downing
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Social Media Strategies Summit
United States United States, Boston
20th–22nd September 2011
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