List of topics to be covered during www.usefulsocialmedia.com Corporate social media: best practice for establishing social media strategy, managing your reputation and measuring value

1. Corporate social media: best practice for establishing social media strategy, managing your
reputation and measuring value
A 2-day business conference for corporate communications and marketing professionals
15 – 16 June 2010, New York City > www.usefulsocialmedia.com
Corporate social media: best practice for establishing social
media strategy, managing your reputation and measuring value
A 2-day business conference for corporate communications and marketing
professionals
15 – 16 June 2010, New York City
www.usefulsocialmedia.com
DAY ONE
THEME ONE HOW TO ESTABLISH AND PROGRESS YOUR INTERNAL STRATEGY ON SOCIAL MEDIA USE
08.45 – 10.00 CHAIRMAN INTRO
SUPER-PANEL: How to scale up your activity into a comprehensive, company-
wide and well-defined strategic effort
Transforming your social media strategy from an ad hoc series of messages from a
few disparate employees into a well-managed, well-measured and effective plank of
your communications and marketing strategy is difficult.
Even the most social media-savvy companies are struggling to transform their
approach to social media into something truly strategic.
In this session, attendees will examine different approaches to creating a company-
wide social media strategy - and learn more about how to implement one in their own
business. We will cover:
• From toe in the water to full-body immersion - The difficulties - and
opportunities- in making social media a fully fledged, effective and
integrated part of company strategy
• Are they Centres of Excellence or Inaccessible, Irrelevant Silos of
knowledge? How to you manage social media expertise across your
business?
• What do you want to transform into? How to determine
what your social media strategy should look like
Nokia, Laurie Armstrong, Director of Communications
Citi, Paul Butcher, Head of Digital Media
PepsiCo, Josh Karpf, Senior Manager, Digital Media Communications
Moderated by Kelly Feller, Intel
10.00 – 11.15 Leverage the power of your employees and turn them into effective brand
ambassadors
As a communications/marketing professional, you're well aware of the power of your
employees to act as truly influential brand ambassadors. Well, social media has just
increased their influence many times over.
An engaged - and social media savvy - employee base will be a huge advantage to
your marketing and communications campaigns. In this session, we will investigate
how social media enables you to capitalise on the dormant power of an existing
asset.
• Designing the rules of engagement: best practice tips on establishing
the 'rules of the game' for employees using social media - keeping
them involved whilst retaining control

2. Corporate social media: best practice for establishing social media strategy, managing your
reputation and measuring value
A 2-day business conference for corporate communications and marketing professionals
15 – 16 June 2010, New York City > www.usefulsocialmedia.com
• Taking the next step: Going from a set of social media rules to a set
of active brand advocates - how to turn your people from employees
to ambassadors
• What to do when an employee mis-steps - crisis management and
the re-evaluation of priorities
SunLife, Steven Gangbar, Director of Social Media
General Motors, Connie Burke, Communications Manager, Social Media
The World Bank, Sameer Vasta, Senior Social Media Strategist
Moderated by Rohit Bhargava, Ogilvy
11.15 – 11.45 NETWORKING COFFEE BREAK
11.45 – 13.00 Integrate social media into your marketing mix – and fully leverage social’s
power
It's 2010 - we know that social media tools can enhance your marketing and
communications strategy. And yet social media is still all too often seen as the black
sheep of the family - ignored, and not integrated fully into a businesses marketing
mix. It's something that must change if a company is to reap the full benefits of social
media.
In this session, our experts will give you essential insight on how to comprehensively
integrate social media into your company’s marketing mix.
• Changing a winning formula - for the better: How to add social media
to your existing marketing/communications strategy without
decreasing activity in areas of proven effectiveness
• How cheap is social media, really? Determining the cost - in
time and money - of increased social media activity
• Discover how to establish a consistent message over all your
marketing channels - whilst coping with the informality necessary in
social media
Interface Americas, Steve Arbaugh, Vice President of Brand Alignment and
Experience
Powered Inc, Aaron Strout, Chief Marketing Officer
Virgin Mobile, Lisa D’Aromando, Social Media and Communications Manager
Moderated by Kelly Feller, Intel
13.00 – 14.15 NETWORKING LUNCH
THEME TWO HOW TO LEVERAGE SOCIAL MEDIA TO BETTER CONTROL YOUR REPUTATION ONLINE AND
OFFSET INEVITABLE RISK

3. Corporate social media: best practice for establishing social media strategy, managing your
reputation and measuring value
A 2-day business conference for corporate communications and marketing professionals
15 – 16 June 2010, New York City > www.usefulsocialmedia.com
14.15 - 15.15 Reputational risk: How to spot early warnings of trouble for your brand
You've all heard the horror stories – “United Breaks Guitars” and “There's a Comcast
Technician Asleep on my Couch” to name just two. Rest assured there will be plenty
more.
Whilst it might be impossible to completely remove the chance of a social media
nightmare - you can guard against it. And if it happens, you can learn how to respond
in the best possible way.
In this session, we'll investigate:
• How to identify the warning signs - when should you start getting worried
• What to do when disaster strikes - how to use social media to respond
effectively
• Establishing systems to both guard against social media faux pas, and deal
with problems quickly and effectively
Network Solutions, Shashi Bellamkonda, Director of Social Media
Rainforest Alliance, Jennifer Vogel, Communications Manager, US & Canada
Moderated by Bill Tolany, Whole Foods
15.15 – 16.15 Understand and fully utilize the wealth of data social media delivers
Social media generates a huge amount of data - all of which can be used by the
savvy Communications/Marketing Director to evolve and improve brand strategy.
In this session, we will look at how you can best analyse the data social media
engagement will provide for you, and how to then incorporate that data into brand
strategy decisions going forward.
• What good social media analysis can teach you about your
customers
• Using the data: How to incorporate social media analysis in decisions
on brand strategy going forward
• How to present this new type of data to your stakeholders with clarity
- and engage the rest of your team with your new strategy
Intel, Kelly Feller, Senior Social Media Strategist
Siemens, Stefan Heeke, Director of Online Marketing
Moderated by Bill Tolany, Whole Foods
16.15 – 16.45 NETWORKING COFFEE BREAK
16.45 – 17.25 CASE STUDY: Best practice for using Twitter to achieve your communications
and marketing goals
A few stats on current Twitter use:
• At the current rate, Twitter will process almost 10bn tweets in 2010
• 44% of people have recommended a product via Twitter.
• 73% of the Fortune 100 have a Twitter account..
The poster child of social media in 2009 is now an essential communications and
marketing tool.
In this frank and practical discussion, Samsung – a major corporate Twitter success

4. Corporate social media: best practice for establishing social media strategy, managing your
reputation and measuring value
A 2-day business conference for corporate communications and marketing professionals
15 – 16 June 2010, New York City > www.usefulsocialmedia.com
story - will set out how they approach using this tool.
You’ll learn how they focus their Twitter use to derive the maximum benefit from this
exciting addition to the communication professional’s arsenal.
Samsung Electronics, Esteban Contreras, Social Media Manager
Moderator TBA
17.25 – 18.05 CASE STUDY: Take advantage of location-based social networks to better
engage with potential customers
The current flavour of the month amongst social media 'gurus' is Foursquare' -
a location-based social network allowing people to 'check-in' at stores, bars,
restaurants etc - and tell people about it.
Already, forward-thinking brands are using Foursquare to better engage with potential
consumers. Warner Brothers used the service to publicise their film 'Valentine's Day'
through tailored badges, tips and to-dos on the site. Domino's is offering one free
pizza a week to people that 'check-in' the most at each of their branches.
Topics
• Foursquare, Buzz, Loopt, Gowalla, Yelp - the differences between the
leading location-based networks, and how they impact you
• Tactics for leveraging location information to create targetted marketing and
communications
• Is free coffee enough? Are location-based discounts the best use of this new
tool, or can a more immersive experience be designed?
Loopt, Alice Lankester, Vice-President, Marketing
Moderated by Anna O’Brien, Social Media Manager, Citi
18.05 – 19.45 NETWORKING DRINKS RECEPTION
DAY TWO
08.45 – 10.00 Conversation skills: How to win friends and influence people
83% of B2C companies have a social media presence. It’s an accepted
requirement for the successful marketing and communications departments.
And yet there is huge variety in the quality and usefulness of these social media
presences. Social media is fundamentally a conversation. And some brands on
social networks just aren’t making good conversation.
In this session, we will discover all the conversational skills you need to make
sure your social media presence pays off for you.
• Choosing when to converse: You can't talk to everyone - how do you
identify the best people to engage with?
• Where should you do your talking? How to decide which social
network best fits your communication goals
• Effective engagement: Strategies and tips on how to have a
conversation that gets results

5. Corporate social media: best practice for establishing social media strategy, managing your
reputation and measuring value
A 2-day business conference for corporate communications and marketing professionals
15 – 16 June 2010, New York City > www.usefulsocialmedia.com
Whole Foods Market, Bill Tolany, Head of Integrated Media
McDonald’s, Heather Oldani, Director, US Communications
Moderated by Shirley Brady, Editor, Brand Channel
THEME THREE HOW TO ESTABLISH SOCIAL MEDIA VALUE FOR YOUR COMPANY - AND THEN MEASURE
WHETHER YOU'RE GETTING ANY
10.00 – 11.00 Key Performance Indicators: How to define the value of social media for
your business
“A lot of marketers just want to start using Facebook or Twitter right away without
thinking about how. But setting objectives is crucial for success in this space.”
Sean Corcoran, Social Media Analyst, Forrester Research
You want to use social media. You know it will enhance your marketing and
communications. You want to measure your success. But before you can
measure anything, you need to define what you want to measure.
In this session, attendees will learn how to set tailored objectives to measure their
social media progress:
• What does 'value' mean for you? How to establish realistic goals to work
towards
• Instigate key performance indicators that are relevant to your own social
media strategy
Sony, Christina Stahler, Head of Consumer Insights
Mars Petcare, Lisa Foley, Manager, Interactive Marketing and CRM
Moderated by Bill Evans, SVP and Partner, Fleishman Hillard
11.00 – 11.30 NETWORKING COFFEE BREAK
11.30 – 12.30 ROI: Assess its importance and discover its effectiveness as a social media
metric
Determining the ROI of social media is something of a holy grail. Innumerable
hours have been spent trying to attribute dollars and cents to value of a
company's social media activity.
But there is a larger question, which is increasingly being asked. Is ROI a useful
social media metric? Many experienced corporate social media practitioners are
dismissive of its usefulness.
In this session, two seasons social media experts debate the value of ROI as a
social media metric:
• The advantages of striving to find a social media ROI - and some
tactics to find it
• Missing the point: The risks inherent in attempting to ascribe
monetary value to your social media effort
• How to convince your board of the value of social media - without
ROI information
Intuit, Firouzeh Murray, Group Marketing Manager, Small Business Division
Fleishman Hillard, Don Bartholomew, Vice-President, Digital Research
Moderated by Shirley Brady, Editor, BrandChannel

6. Corporate social media: best practice for establishing social media strategy, managing your
reputation and measuring value
A 2-day business conference for corporate communications and marketing professionals
15 – 16 June 2010, New York City > www.usefulsocialmedia.com
12.30 – 13.20 Social media metrics: How the communications/marketing executive can
effectively measure success
Social media is enormously complex, and a large social media marketing and
communications campaign can provoke more ripples than you could ever hope to
count.
The difficulty for the communications and marketing professional is not measuring
the impact of social media – it is deciding what to measure. You could spend
100% of your time measuring the multitude of impacts social media can have on
your business.
How do you cut down time spent and focus only on the essential metrics that can
be of real value to your business?
In this session, we’ll show you how.
• Do 2,000,000 fans matter? The limitations of sticking with quantitative
measurement
• Moving beyond basic numbers: An in-depth look at where to look once
you have a handle on the followers and fans
• Sentiment analysis - real-life examples of it's use, and how you can take
advantage too
Sears, Michelina Mantas, Director of Digital and Social Media
Awareness Inc, David Carter, Chief Technology Officer and Co-Founder
Moderated by Marshall Sponder, Web Metrics Guru Blog
13.20 – 14.30 NETWORKING LUNCH
14.30 – 15.15 CASE STUDY: Extracting maximum value from YouTube – the Johnson &
Johnson story
YouTube offers a unique opportunity for business to connect with communities
through rich media.
In this session, Johnson & Johnson, the pharmaceutical giant, will discuss how
they have leveraged YouTube to produce measurable success.
In this last of our Case Study sessions, J&J’s Director of Video Communications
will give you a unique insight into the company’s approach to YouTube – and what
you can learn from their years of experience.
Johnson & Johnson, Robert Halper, Director, Video Communications
Moderated by Greg Verdino, Powered
15.15 – 16.15 Crowdsourced conclusions: 10 key learnings from the Corporate Social
Media Summit
In this innovative closing session, you are the expert.
Our experienced moderators will draw out the themes, the best practices and the
key takeaways from the conference. And they will do so by turning to those best
qualified to define them - you.
Ogilvy Rohit Bhargava, SVP
Brand Channel, Shirley Brady, Editor

7. Corporate social media: best practice for establishing social media strategy, managing your
reputation and measuring value
A 2-day business conference for corporate communications and marketing professionals
15 – 16 June 2010, New York City > www.usefulsocialmedia.com