Program
January 27
As media, small businesses and corporations embrace social media, the evolution and revolutionary natures of social media are often overlooked. Social media has been a factor in human communications for a long time though the Internet has enabled extraordinary growth in technology, accessibility, interaction and personal involvement. By failing to recognize social media's longevity and the rapid pace of change in communications technologies, modern social media adopters are implementing measurement methodologies that simply don't provide accurate or meaningful measurements. By exploring the true origins of social media and how the lessons of the past can be applied both today and in the future, businesses world-wide can ensure both successful social media engagements and establish appropriate tools & methodologies to measure social media success.
It’s no secret that C-Suite execs in most large businesses have been slow to acknowledge the social economy or to formalize and fund social engagements across their organizations. But the communication tidal wave that is social media cannot be stopped and many business silos have begun their own individual efforts given the lack of executive leadership in this area. Be it Customer Service Managers scouring Twitter feeds, HR teams monitoring LinkedIn, Marketers advertising in social networks or PR Professionals engaging social influencers, most enterprises are engaged in social relationships through disjointed efforts initiated by the customer or customer-facing departments. Therein lies the challenge for enterprise leaders; and the opportunity if they accept this call to action. How does the enterprise adapt to the internal communications changes that are pushing it to be more open? More social? The employee’s adoption of social communication does not translate well to the kind of work groups that are formed in most businesses. So the inevitable introduction of social networking-style communication into an office culture will have powerful implications on how businesses are structured and managed. But you need to understand how to enable it without losing control of your business’ corporate vision. Using real examples from the corporate world, you’ll walk away from this session with a blue print to creating your own cross-silo social communication effort.
While the best social media marketing campaigns are built on sound marketing process, the time will come when you need to break out of the ordinary, and do something astounding. This session addresses approaches that individuals or teams can take to come up with brilliant ideas, by following a path from audience sub-segments, communities, and influencers – to various creative ideas for breaking out of everyday thinking. The session will also address how to maximize ongoing value from the great creative campaigns after they’ve ended, capitalizing on the new connections made.
The use of social media for marketing and advertising purposes is one of the fastest growing areas for business and marketers. The advent of social media sites like Facebook provides the opportunity for authentic interaction and engagement with customers. Therefore, it is no surprise that it is being used as a marketing tool by companies large and small to help them achieve their strategic goals. But with every technological development and opportunity, new legal and business risks present themselves. Understanding and minimizing these risks will help you maximize the opportunities. A best practices approach to social media marketing involves having the company's philosophy, methodology, and guidelines captured in a comprehensive written policy that is clearly and regularly communicated to the employees, and regularly updated to keep abreast of new developments, opportunities and evolving legal guidance. Attendees will learn how to identify the legal issues and develop policies and procedures to keep informed about the current technology, marketing strategies and regulatory compliance.
Facebook advertising is a huge opportunity because of its unique targeting abilities and relatively low costs. But cost per click and cost per fan can vary from $0.01 to $2.00. What tactics get you the right fans and website visitors at the lowest costs? This session will expose the ins and outs of Facebook ad targeting options, image selection, and copywriting to get you the best fans for your business at the lowest possible cost.
It's no secret that Google is giving extra weight in the search algos to their own social network-- whether you implement the +1 button, join Google+, hit +1 in search results, or have a large set of friends in circles. Hear from brands and direct marketers who have experimented with these techniques to see which strategies fail versus generate the most traffic and conversion. Learn about unexpected findings, such as why timing is so important, how the +1 results increase organic CTR, and the impact of likes, follows, and +1's together on conversion. Walk away with techniques you can apply to increase your G+ friend base and techniques to measure incremental improvement in Google via the new G+ API.
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DANNY BROWN Director of Retention and Social Media,
Jugnoo, Inc. -
LAWRENCE MAK Product Marketing Manager, Social,
Adobe -
CHASE MCMICHAEL President & CEO InfiniGraph, Inc.
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JEFF QUIPP Founder and CEO, Search Engine People Inc. (SEP)
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DENNIS YU CEO, BlitzLocal
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JIM HEDGER Creative Partner,
Digital Always Media (moderator)
Facebook's changes from late September have marketers reeling. Brands that aren't adopting methods to increase EdgeRank are getting shut out of the News Feed, while those that create engagement benefit from more sharing and e-commerce. It's been said that likes are the new links-- that the signals of friends are akin to links between web pages. We'll demonstrate live a couple examples of how social influences search results and vice-versa. You'll walk away with an actionable checklist that you can bring back to your webmaster and social team, plus ways to measure the impact of these changes.
The social media race is on for engagement and influence. Businesses, marketers, and even reporters and news outlets are in search of savvy ways to cut through the ever increasing din of social media chatter. This roundtable session will explore the evolution of Twitter Chats and the opportunities they present. We will examine the benefits of participating in these relevant Twitter discussions and making connections within Twitter chat groups. We’ll also discuss how to organize and host such chats, and leverage them to increase your own levels of expertise and influence.
SAM FIORELLA Chief Strategy Sensei, Sensei Marketing
KEVIN MULLETT Director of Product Development,
Cirrus ABS
MICHELLE STINSON ROSS Online Media Specialist, Superior Virtual Services
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JIM HEDGER Creative Partner,
Digital Always Media (moderator) 
JUDI SAMUELS Director of Marketing,
Fairmont Hotels & Resorts
Social Media is now at the forefront of online marketing efforts for many organizations. Unlike the early days of the web when measurement was a second thought, C-level management now wants to know the ROI/benefits of their social media efforts and the currently available measurement metrics are elusive at best. Attempts have been made to measure success by number of Twitter followers or Facebook group members but these are meaningless numbers. To meet the growing need for meaningful measurements several tools have come to market promising to help organization unravel this mystery. This session will explore what measurements organizations of all types should be focusing on and how the different free and paid tools can help them understand the positive impact their social media efforts are having on their campaigns and the organization itself.
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MICHAEL O'CONNOR CLARKE Vice President, Digital Media, Media Profile
ALAN K'NECHT Founding Partner,
Digital Always Media (moderator)
SEAN MOFFITT Managing Director/Author/Chief Architect, Wiki Brands
JACQUES WARREN CEO, WAO Marketing
MARTY WEINTRAUB President, aimClear
RICHARD ZWICKY Serial Entrepreneur
As smartphone penetration crosses the 30 percent threshold, consumers are doing all kind of things with mobile devices: checking-in, scanning barcodes, posting to facebook, and sharing images. How does mobility boost social engagement? How does location relevance boost user intent? And most importantly, how are these factors colliding to present opportunities for product developers, media companies and marketers to engage audiences in ways they never have before? This panel of industry leaders will dive into these seminal issues.
AARON KRONIS Senior, Search Engine Optimization and Social Media Analyst,
Portent, Inc.
RAMI LAMA Director of Marketing Strategy-Mobile,
SapientNitro.-
ISABELLE PAIN Publisher Relations Manager, Flurry, Inc.
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SUSIE PARKER Owner,
SPARKER Strategy Group 
DAWN WENTZELL Project Manager, Mobile Technology,
SpeakFeel Corporation-
ALAN K'NECHT Founding Partner,
Digital Media Always (moderator)
The revolution we have seen in the last decade of social media has not just been about us having access to the creation of an endless stream of information and experiences that we can funnel into or out of our lives. It has also been about a proliferation of gadgets, devices, and displays that either surround us in our homes and urban environments, or that we carry on us, with which we can use to interact with this cornucopia of social media. Into this milieu comes the rise of gesture controlled technologies, which hopefully will allow us a more natural user interface with which to reach deeper and more dynamically into this networked cyber world, as we interact with the growing availability of social media experiences. Join us for a rare inside peek at how Gesture Controlled technologies like multi-touch and off screen point and control gesture analysis are beginning to be used today for social media and social gaming, and what will it mean for the future.
