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Sessions at Social Media Strategies Summit San Francisco 2012 on Tuesday 25th September

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  • Welcome & Introduction

    At 8:30am to 8:45am, Tuesday 25th September

  • Opening Keynote: Measure or Die; Making Social Media Actionable

    by Susan Etlinger

    Social media has proliferated dramatically within the past two years, yet many companies struggle to quantify the value of social media to their business. In this session, Susan will use her recent research to outline the challenges of social media measurement, share strategies to address them, show how best-in-class companies are tying social media directly to business value, and discuss the future of social media measurement within the organization.

    At 8:45am to 9:30am, Tuesday 25th September

  • Taking a Local Event Global

    by Matt Farrell

    An inside look at how USA Swimming used the U.S. Olympic Trials and the Aqua Zone fan experience to take a local event and make it global through interactive experiences and social media campaigns, and still drive sponsor ROI in the process. Take a look at how USA Swimming brought together 30 industry & corporate partners on one interactive event platform to create the ultimate fan experience.

    At 9:30am to 10:15am, Tuesday 25th September

  • Engagement: Social Media Encourages Two-Way Communication... are you Listening?

    by Dana Thomas

    At 10:30am to 11:15am, Tuesday 25th September

  • Future Talk: What Happens when Your Entire Company becomes Social?

    by Marcus Nelson

    In the not too distant future, Community Management will no longer be the task of one single department. Like the Web Masters of a decade ago, these roles will be dispersed among every business unit in your company. How will this effect organizations? What tools will you need to accommodate these changes? What role will HR play in this proliferation of engagement across departments? And who shot J. R. Ewing? All this and more, coming to a microphone near you...

    At 10:30am to 11:15am, Tuesday 25th September

  • Email and Social Media: The New Rules of Engagement

    by Mark Schmulen

    The debate between email and social media has been overplayed; its clear that in this new media economy both channels are a critical component to an effective marketing mix. In fact, email and social are more similar than they are different. Innovative marketers now understand that the two channels work best when combined into an integrated marketing strategy. During this session, attendees will be presented with both theory and real-world case studies that highlight how email and social media work hand-in-hand to grow business and how innovative small businesses are leveraging both channels to drive quality engagement and create positive word of mouth.

    At 11:15am to 12:00pm, Tuesday 25th September

  • Ignite the Power of Your Superfans: A Case Study Guide on Building a Social Media Brand Advocacy Program

    by Baochi Nguyen

    Research shows that consumers use social media to express their loyalty to their favorite brands and products: 74% of consumers rely on social networks to guide purchase decisions (ODM Group, 2011), and brand advocates are 83% more likely to share information about a product than typical web users (Bzz Agent, 2011). In short brand advocacy and social media marketing are a powerful combination – for both B2C and B2B brands.

    In this session, learn how to:

    • Identify your brand's biggest fans, the superfans
    • Engage with your superfans through social channels
    • Maintain a record of superfans for CRM
    • Reward your superfans
    • Not annoy your superfan

    B2C and B2B best practice case studies will be presented.

    At 1:00pm to 1:45pm, Tuesday 25th September

  • Tweet This, Not That! Working with Legal to Create a Positive Social Media Experience

    by Aparna Dave

    Social media continues to draw tremendous buzz. Technology and platforms are constantly evolving. Laws and regulations are rapidly changing. Running a successful social media promotion requires engaging multiple groups across the company—and this includes legal! Bringing in legal at the last minute can be a recipe for disaster. In this time-sensitive space, what can you do to get the legal team on board with your social media plans?

    Attend this session to learn how to create a cohesive and positive relationship between marketing and legal as well as other important groups across the company. Gain a better understanding of legal’s role and why it is vital to engage them in the beginning. This session will also cover lessons learned, best practices and trending legal topics for you to share and implement with your legal department. The goal is to provide you with information and tools to help you bridge the gap with legal and produce a rewarding and legally compliant social media program.

    At 1:00pm to 1:45pm, Tuesday 25th September

  • 7 Ways to Get Actionable Insights From Social Data

    by Rob Bailey

    According to a recent study published by Digital Brand Expressions, 78% of those interviewed said their company uses Social Media. Of those 78%, only 41% have a strategic plan in place specifically for Social Media and 60% of companies are flying blind when it comes to Social Media.

    If your company struggles to turn social data into business intelligence, you understand that a high-level overview of what’s being said is no longer enough. The most successful companies have learned how to dig deeper into social data, listening to their customers and driving demand plans, product development and marketing campaigns. But how did these companies create actionable insights from social data?

    In this session, Rob Bailey, CEO of DataSift has identified the seven key social media insights companies are using to increase ROI and will share real world examples, including how to:

    * Use demographic data to develop targeted messages that work
    * Serve your customers better by understanding what they ‘Like’
    * Use public sentiment to forecast demand and predict coming trends
    *Reach prospects before they commit to a competitor

    This is a session you can’t afford to miss.

    At 1:45pm to 2:30pm, Tuesday 25th September

  • Case Study: Stella & Dot

    by Amy Gilmer

    At 1:45pm to 2:30pm, Tuesday 25th September

  • Measuring & Reporting on Social Media

    by Dan Soschin

    Social media, everyone is doing it, and you finally decided to join them. You've got a Facebook page, a Twitter handle, and you have even managed to create some cool pinboards. Then your boss sends you and email that asks, "what is the value of all of this?" So, in an effort to help you keep your job, I will walk you through some no-cost, no-sweat methods for measuring the impact of social media on your business. You'll walk away with some tools and processes you can begin using immediately, including information on:

    • Defining relevant metrics and KPIs
    • Sources for data
    • Facebook Insights
    • Earned media
    • Google Analytics
    • Excel dashboards

    At 2:45pm to 3:30pm, Tuesday 25th September

  • Quest for Success: Legal Issues in Using Social Media to Promote Harry Potter

    by Dana Lira

    This presentation will be a case study of the legal and marketing issues raised (and successfully resolved) in creating a social media strategy for the video release of "Harry Potter and the Deathly Hallows."

    At 2:45pm to 3:30pm, Tuesday 25th September

  • Social Media as Content Kingmaker

    by Glenn Selig

    Think of social media as a gateway instead of a destination: the beautiful lobby that takes you to the hotel room; an inviting home entry way that leads to the kitchen or dining room. Content and social media can co-exist, mutually thrive and be friends. But how do you keep these two bastions of power from competing and becoming frenemies in your company?

    At 3:30pm to 4:15pm, Tuesday 25th September

  • How to Use Data to Maximise Engagement

    by Stephanie Brookby

    What makes some social marketing campaigns successful while others fail? At Wildfire, we believe the answer lies in understanding your social customer.

    A "one size fits all" approach to social media may suffice to generate fans. But in the fast-moving world of social media, generating fans doesn't equate to generating social ROI. When you know your audience as real individuals--instead of interchangeable "fans"--the results of your brand's paid, owned, and earned media dramatically increase.

    Join Wildfire as we analyze what it takes to develop a differentiated understanding of your audience's social preferences and behavior. Drawing on experience powering over 250,000 campaigns, we'll provide real-world examples of brands who created integrated, targeted social marketing strategies based on data-driven knowledge of their online audiences. Learn how you can personalize interactions at scale.

    At 4:15pm to 5:00pm, Tuesday 25th September