SOCIAL MEDIA STRATEGIE S SUMM IT 2013 · Manager of Customer Commitment, JetBlue Airways Michele Wingate, Social Media Manager, American Family Insurance Hugh Reilly, Social Media

SOCIAL MEDIASTRATEGIES SUMMIT 20

132

Executea Strategic Approach to Social Media

Two Full Days of Interactive Learning

Abundance of Networking

Opportunities

#SMSsummit

Attendees of SMSS San Francisco will learn to: Register Today!www.socialmediastrategiessummit.com

888.409.4418www.gsmiweb.com

Hands-On Strategies and Tactics

November 6-7Marine’s Memorial Hotel

San Francisco, CA

2 | Presented by | RegisteR today! 888.409.4418 www.socialmediastrategiessummit.com or www.gsmiweb.com

2013

Twitter: @gsmionline | #SMSsummit Facebook.com/gsmiweb Blog: http://socialmediastrategiessummit.com/blog/

#SMSsummit

Dear Social Media Strategist:

Global Strategic Management Institute (GSMI) is excited to bring you

the latest social event, Social Media Strategies Summit – San Francisco

(“SMSS”). Whether your organization is a start-up or a large enterprise,

SMSS will provide you with relevant case study examples, interactive

workshops and engaging sessions to boost your social media marketing

efforts and reach your company’s business goals.

The summit will provide attendees with emerging strategies, the

latest social tools, and insights from successful social media marketing

campaigns. Over the course of two days, SMSS – San Francisco offers

all of the elements you need to achieve social media success! This year,

we’ve implemented new session tracks including:

A: Best Practices Across Platforms B: Innovations & Case Studies; C: Internal Collaboration; D: Analytics & Measurement.

Case studies demonstrating analytically proven success will be presented

by top brands. We are thrilled to bring Social Media Strategies Summit

back to San Francisco for another successful year.

7R� DVVXUH� DWWHQGHHV� JHW� WKH� IXOO� EHQH¿W� RI� DQ� LQWLPDWH� VXPPLW�� ZH�only offer a limited number of seats. Take advantage of our early bird

registration deals and secure your seat early. Group discounts are also

available.

Looking forward to seeing you in San Francisco!

Sincerely,

GSMI

Social Media

Not to be missed! Perfect blend of speakers, content, inspiration and luxury with an intimate crowd.

Grant Crowell


2013


Who Should Attend:

VPs, Directors and Managers of:

t�Marketing

t�Branding

t�Business Strategy

t�Online Communities

t�Customer Relations

t�Social Media

t�Public Relations

t�Social Media Assistants

t�Social Media Strategists

t�Business Development

t�Word of Mouth Marketers

t�Community Marketers

t�Media sales

t�Agency Account

Managers

t�Entrepreneurs

Any and everyone interested in learning, from proven

successful industry experts, how to maximize your brand’s

efforts by integrating the power of social marketing.

Chief Executive 2IÀFHUV

Chief 0DUNHWLQJ�2IÀFHUV

Chief %UDQGLQJ�2IÀFHUV

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#SMSsummit

Social Media:

1 | Master Various Social

Marketing Strategy

Giveaways

Interactive, educational and interesting sessions that will enhance your current social media strategy and knowledge.

Katie Brown, Lungevity


2013


#SMSsummit

Featured Speakers Include:

This summit is a great way to spark new, applicable ideas and items that can be immediately implemented ZKHQ�,�JHW�EDFN�LQ�WKH�RIÀFH�

Heather Lockwood,

Laurie Meacham, Manager of Customer

Commitment,

JetBlue Airways

Michele Wingate, Social Media Manager,

American Family Insurance

Hugh Reilly, Social Media Community

Coordinator,

UNICEF

Camille Ricketts, Content Manager,

Kiva.org

Jeanette Gibson, Senior Director, Social and

Digital Marketing,

Cisco Systems, Inc.

Cisca Brouwer, Counsel,

NBC Universal – Digital Division (Fandango & Daily Candy)

Cory Edwards, Social Media Center of

Excellence Lead,

Adobe

Kevin Zellmer, Global Director of Enterprise,

Hootsuite

Joel Morrow, CEO,

Mobile Fusion, @Mobile_Fusion

Maya Grinberg, Chief Evangelist and

Social Media Manager,

Wildfire, a Division of Google


2013


#SMSsummit

Featured Speakers Include:

Adele Cehrs, President,

Epic PR Group

Elly Deutch, Co-Founder/Chief Digital Strategist,

eDigital @deutche

Jon Dick, Klout

Meridith Valiando, Co-founder & CEO,

DigiTour Media LLC

Christopher Rojas, Co-founder,

DigiTour Media LLC

Jennifer Cohen Crompton, Principal,

Something Creative LLC

Glenn Selig, Founder,

PRNewsChannel

Tyler Ragghianti, Project Manager,

PRNewsChannel

Vince Higgins, DDB Worldwide

Devin Redmond, Co-Founder & CEO,

Nexgate

Noah Krusell, Director, Analytical Services,

evolve24

Mike Roberts, Earned Media Strategist,

Covario

Travis Wright, Global Social Media

Awesomeizer,

Ensighten


2013


Workshop A

Workshop C

Workshop B

Workshop D

Networking Reception

Day One: Pre-Summit Workshops & General SummitWednesday, November 6, 2013

4:10 Integrated Marketing: Social Media Case Studies-RHO�0RUURZ� CEO, Mobile Fusion, @Mobile_Fusion

4:10 Case Study: How Kiva Boosted Its Facebook Reach by 40% in 6 Months&DPLOOH�5LFNHWWV� Content Manager, Kiva.org

At A Glance

8:00 Introduction to Facebook for Your Business(OO\�'HXWFK� Co-Founder/Chief Digital Strategist, eDigital, @deutche

8:00 Video Killed the Radio Star: Producing and Using Video for the Social User0HULGLWK�9DOLDQGR� Co-founder & CEO, DigiTour Media LLC&KULVWRSKHU�5RMDV� Co-founder, DigiTour Media LLC

7:30 Pre-Summit Workshop Registration & Breakfast

10:00 Morning Break & Refreshments

10:15 Content? You want Content? How to Build an Effective Content Strategy-HQQLIHU�&RKHQ�&URPSWRQ� Principal, Something Creative LLC

10:15 How to Bypass Traditional Media and Create, Deliver Content Online*OHQQ�6HOLJ� PRNewsChannel7\OHU�5DJJKLDQWL� Project Manager, PRNewsChannel

12:15 Workshop Attendee Luncheon & General Conference Registration **Please note lunch is for workshop attendees only

1:15 Introduction by Summit Emcee

1:30 Opening Keynote: “Tomorrow Starts Here”: Leveraging Social Media Content for Engagement -HDQHWWH�*LEVRQ� Senior Director, Social and Digital Marketing, Cisco Systems, Inc.

2:15 Afternoon Break and Networking Opportunity

Track A: Best Practices in Leading Platforms Track B: Innovations & Case Studies2:30 Why a 140-Letter Tweet is Your Best Ad: Social Media Advertising 101

.HYLQ�=HOOPHU� Global Director of Enterprise, Hootsuite, @kzellmer

2:30 Get Notice Above the Noise: Catch Media Attention by Tracking, Forecasting and Creating Spikes $GHOH�&HKUV� President, Epic PR Group

3:15 Afternoon Break & Refreshments

3:25 Establishing Your Brand & Maximizing ROI on Pinterest'DQLHO�0DORQH\� CEO & Co-Founder, PinLeague

3:25 Turning a 66-year-old UN Agency into a Relevant, Engaging Social Media Player: A Case Study of UNICEF+XJK�5HLOO\� Social Media Community Coordinator, UNICEF

This summit is a great way to spark new, applicable ideas and items that can be immediately implemented ZKHQ�,�JHW�EDFN�LQ�WKH�RIÀFH�

Heather Lockwood,

4:55 Session TBD9LQFH�+LJJLQV� DDB Worldwide

5:40 Adjourn to Networking Cocktail Reception

7:15 Day 1 Concludes


2013


10:15 Tying it All Together: How Social Media is Tied in with Marketing Communications Plans'HYLQ�5HGPRQG� Co-Founder & CEO, Nexgate

10:15 Social Media Monitoring Tools to Simplify Your Strategy Management-RQ�'LFN� Klout

Day Two: General SummitThursday, November 7, 2013At A Glance

8:00 Registration and Breakfast

8:30 Introduction by Summit Chair

8:45 Keynote: The Road to ROI: Building a Strategy for Social Marketing Success 0D\D�*ULQEHUJ� Chief Evangelist and Social Media Manager, Wildfire, a Division of Google

9:30 Keynote: Think Beyond Engagement. Why Advocacy and Loyalty are the Secret Sauce of Social Success(QJDJH�6FLHQFHV

Track C: Beginner/Intermediate Track: Implementation & Internal Collaboration

Track D: Advanced Social Media Track: Going to the Next Level with Measurement & Analytics

2:00 Afternoon Break and Networking Opportunity

2:15 Be Smart: Use Data to Drive Decisions 1RDK�.UXVHOO� Director, Analytical Services, evolve24

3:00 Content Creation: Developing Socially Viable, Shareable, and Viral Content 0LNH�5REHUWV� Earned Media Strategist, Covario

3:45 Closing Keynote: SEOcial Media - Business Relationship Optimization [BRO]7UDYLV�:ULJKW� Global Social Media Awesomeizer, Ensighten, @teedubya

4:30 Closing Remarks & Summit Concludes

11:10 Are You Listening? Social Customer Service/DXULH�0HDFKDP� Manager of Customer Commitment, JetBlue Airways

11:10 Strengthening Social Media by Integrating Owned, Paid and Earned Media: Case Study of American Family Insurance 0LFKHOH�:LQJDWH� Social Media Manager, American Family Insurance

1:15 Collaborating with Legal for Online Social Media Promotions, Sweepstakes and Contests&LVFD�%URXZHU� Counsel, NBC Universal – Digital Division (Fandango & Daily Candy)

1:15 Social Measurement: Is Data Killing or Cultivating Creativity &RU\�(GZDUGV� Social Media Center of Excellence Lead, Adobe

It is so exciting to be surrounded by so many great minds innovating and molding the social space as we know it.

Allison Lewis,

11:45 10 for 7 Showcase Engage Sciences, UberVU, Evolve24

12:00 Networking Luncheon & VIP Luncheon


2013


#SMSsummit

“Tomorrow Starts Here”: Leveraging Social Media Content for Engagement

Corporations are now content providers

- from video engagement to infographics.

Creating engaging packages of content

provides a competitive advantage and

engaging with and activating internal and

external stakeholders is essential to drive

awareness. Jeanette Gibson, Senior Director

of Cisco’s Social and Digital Marketing will

discuss story telling online using videos, blogs

and infographics - sharing what works best

and how companies can become content

providers. She will highlight social media

and content strategy best practices for B2B

companies and share how companies can

leverage social media to listen and respond

to clients and customers.

Presented by: Jeanette Gibson, Senior Director, Social and Digital Marketing,

Cisco Systems, Inc.

The Road to ROI: Building a Strategy for Social Marketing Success The era of social media has taught

marketers an important new truth: You no

longer control how consumers perceive

your brand. What matters most today is not

what you say about your brand – it’s what

consumers say about it. Successful social

FVERHW�YRHIVWXERH�XLEX�XLI]�QYWX�MR¾YIRGI�this conversation without trying to control it.

But how do they accomplish that?

.SMR�;MPH½VI��E�HMZMWMSR�SJ�+SSKPI�ERH�PIEHIV�in enterprise social media marketing for this

presentation. This session will focus on four

key initiatives:

(1) why social must align with business

objectives

(2) how brands should organize their teams

for social success

(3) how to integrate social into the overall

marketing mix

(4) why engagement is at the heart of social

success

.SMR�;MPH½VI�ERH�PIEVR�LS[�XS�FYMPH�E�WXVEXIK]�XS�MR¾YIRGI�XLI�GSRZIVWEXMSR�ERH�get the most out of social.

Presented by: Maya Grinberg, Chief Evangelist and Social

Media Manager, Wildfire, a Division of Google

Think Beyond Engagement. Why Advocacy and Loyalty are the Secret Sauce of Social SuccessWhile building and engaging a fan base

is undeniably important, CMOs are now

looking for tangible proof that measurable

commerce and long-term brand value can

be achieved from social marketing. It’s also

high time for social marketers to break out

SJ�XLIMV�WIP½QTSWIH�WMPSW�ERH�TVSZI�XLI�true value they can deliver to the wider

marketing department. But, this can only be

achieved by activating rather than engaging

your social community.

Join Richard Jones, founder and CEO

of EngageSciences as he outlines the

strategies that successful social brands are

implementing to move beyond “vanilla” fan

engagement to achieve true advocacy and

long-term loyalty.

In this session you will learn:

��,S[�XS�TVS½PI�ERH�WIKQIRX�E�JER�database to identify and target individual

advocates, referrers and dormant

fans across social networks and other

marketing channels.

��,S[�XVYP]�WSGMEP�FVERHW�EVI�GYVEXMRK�advocacy content from across the web to

socialize their websites

��,S[�XS�HIZIPST�WSGMEP�GSQQIVGI�TVSKVEQW�XLEX�½RERGMEPP]�VI[EVH�JERW�JSV�recruiting their friends

��,S[�XS�GVIEXI�PSRK�XIVQ�PS]EPX]�TVSKVEQW�that work across multiple apps and

multiple devices

Presented by: Engage Sciences

AGENDA


2013


Workshop A Workshop C Workshop D

#SMSsummit

Introduction to Facebook for your BusinessIn this session, we will explore the depths

of Facebook and how to set up and

market your business page. This is a basic

introductory workshop that will teach you

the basics to master Facebook marketing.

In addition to learning how to set up

your business page, we will learn how to

develop your social voice to effectively

engage consumers and grow your fan base.

Key takeaways:

�� ,S[�XS�YWI�*EGIFSSO�XS�QEVOIX�]SYV�business

�� 0IEVRMRK�XLI�6YPIW�SJ�XLI�6SEH�� (IZIPSTMRK�]SYV�²WSGMEP�ZSMGI²�ERH�WSGMEP�engagement strategy

�� 7IXXMRK�YT�E�*EGIFSSO�%GGSYRX�JSV�]SYV�business

�� )RKEKMRK�JERW�ERH�KVS[MRK�]SYV�JER�TEKI�� 8LI�XSSP��XMTW�ERH�XVMGOW�XS�STXMQMÎ�XLI�Facebook experience

Presented by: Elly Deutch, Co-Founder/Chief Digital Strategist, eDigital, @deutche

Content. You Want Content? Everyone needs more content, but content

can’t just be what you, as a business, want

to put out there. Good content is all about

giving your audience what they want and

need, and making it completely relevant. To

do this, companies need effective content

strategies and teams that make the content

rock.

%XXIRH�XLMW�[SVOWLST�XS�PIEVR�LS[�XS�

�� 'VIEXI�ER�IJJIGXMZI�GSRXIRX�WXVEXIK]�� -HIRXMJ]�XLI�GSRXIRX�XLEX�MW�QSWX�VIPIZERX�to your audience

�� 4VSQSXI�GSRXIRX�YWMRK�WSGMEP�QIHME�� &YMPH�E�GSRXIRX�XIEQ�XLEX�GER�GVIEXI�ERH�curate content

��1IEWYVI�GSRXIRX�WYGGIWW

Presented by: Jennifer Cohen Crompton, Principal, Something Creative LLC

How to Bypass Traditional Media and Create, Deliver Content OnlineConsistently among the highest rated

workshops and all new for 2013, get ready

to be wowed!

You’re tweeting, friending and pinning

and now it’s time to pull it all together

with content that engages… that makes

MX�TSWWMFPI�JSV�]SY�XS�&=4%77�XVEHMXMSREP�media, control your message and deliver

that message, fully intact, to the very

people you want to reach.

Sound too good to be possible? Well, it

isn’t.

Because seeing is believing and doing

makes things stick, be an active participant

in this hands-on workshop that will make

you a believer in online press releases…

and how they can be leveraged to be

game-changers for you and your business.

3L��ERH�FVMRK�]SYV�PETXSTW��M4EHW�SV�WMQMPEV�device and be prepared to work.

Presented by: Glenn Selig, PRNewsChannel

Tyler Ragghianti, Project Manager,

PRNewsChannel

AGENDA


2013


Case Study

Case Study

#SMSsummit

Are You Listening? Social Customer Service More and more people are veering away from traditional channels like calling or emailing to voice

their opinion of companies, opting to do so over sites like Facebook and Twitter instead. If your

company doesn’t have someone manning your social media channels for customer service-related

inquiries and responding in the “correct” way, you may be turning off your current and future customers. Join us for this informative session and

learn how to effectively implement and manage a social customer service strategy. Identify the best way to resolve customer service inquiries

while maintaining a consistent social message.

Presented By: Laurie Meacham, Manager of Customer Commitment, JetBlue Airways

Strengthening Social Media by Integrating Owned, Paid and Earned Media: Case Study of American Family Insurance 7SGMEP�QIHME�KMZIW�GSQTERMIW�E�TPEGI�XS�FYMPH�GSQQYRMXMIW��MRGVIEWMRK�IRKEKIQIRX�[MXL�]SYV�FVERH��-R�XLMW�WIWWMSR��½RH�SYX�LS[�E�*SVXYRI��GSQTER]�LEW�FYMPX�MXW�WSGMEP�QIHME�GSQQYRMXMIW�YWMRK�WXVSRK�MRXIKVEXIH�TEVXRIVWLMTW�[MXL�1EVOIXMRK�ERH�46��%XXIRHIIW�[MPP�PIEZI�XLI�WIWWMSR�[MXL�new ideas based on examples of:

�� ,S[�XS�FYMPH�E�WSGMEP�QIHME�TPER�XLEX�WYTTSVXW�XLI�SZIVEPP�FVERH�WXVEXIK]�� 8LI�TS[IV�SJ�S[RIH��TEMH�ERH�IEVRIH�QIHME�[SVOMRK�XSKIXLIV�XS�I\XIRH�XLI�VIEGL�SJ�MRHMZMHYEP�IJJSVXW�� 7SGMEP�QIHME�GEQTEMKRW�XLEX�MRGVIEWI�IRKEKIQIRX�[MXL�XLI�FVERH

Presented By: Michele Wingate, Social Media Manager, American Family Insurance

AGENDA

Unique atmosphere, many discussions and involvement by participants makes this summit unmatched by any others. Great place to grow, learn and build a strong social network.Alisha Espey,


2013


Case Study

#SMSsummit

Turning a 66-year-old UN Agency into a Relevant, Engaging Social Media Player: A Case Study of UNICEF.SMR�,YKL�6IMPP]��92-')*´W�7SGMEP�1IHME�'SQQYRMX]�'SSVHMREXSV��EW�LI�WLEVIW�XLI�WXSV]�SJ�LS[�92-')*� went from the Kony 2012 campaign (March 2012) and their slow and not so great response, to being

VIGSKRMÎH�EW�XLI�QSWX�IRKEKIH�2+3�SR�8[MXXIV�ERH�XLI��XL�QSWX�IRKEKIH�FVERH��EGGSVHMRK�XS�E�VIGIRX�WXYH]�F]�2IWXMZMX]��

,YKL�[MPP�HMWGYWW�PIWWSRW�PIEVRIH�JVSQ�MRXIVREP�HIFEXIW��PMOI�HIFEXMRK�[MXL�XLIMV�GLMPH�TVSXIGXMSR�XIEQ�MJ�XLI]�GSYPH�YWI�XLI�[SVH�³GLMPH�WSPHMIV �́SV�RSX�ERH�E�TVIXX]�[IEO�MRJSKVETLMG��[IIOW�PEXIV��7SGMEP�QIHME�JEMP��*EWX�JSV[EVH�XS�TVIWIRX�HEXI�ERH�92-')*�MW�TVSHYGMRK�MRRSZEXMZI�ERH�IRKEKMRK�GSRXIRX�ERH�GEQTEMKRW�SR�MWWYIW�MRGPYHMRK�GLMPHVIR�[MXL�HMWEFMPMXMIW��GLMPH�WYVZMZEP©�ERH�GLMPH�WSPHMIVW��2SX�JSVKIXXMRK�E�LYKIP]�WYGGIWWJYP�online baby shower for Shakira, which incorporated social sharing, email marketing and donations. In short very much pushing the envelope for a

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�� 8LI�WXVYGXYVI�SJ�LMW�XIEQ�� ,S[�92-')*�LEW�XEOIR�WXEJJ��EX�,5�ERH�MR�GSYRXV]�SJ½GIW �SR�E�WSGMEP�QIHME�NSYVRI]�XLVSYKL�E�WYMXI�SJ�WSGMEP�QIHME�KYMHERGI�HSGYQIRXW�

and training programs

�� 8EPIW�SJ�GSPPEFSVEXMSR�[MXL�EKIRGMIW�� ,S[�XS�QEOI�XLI�QSWX�SJ�GIPIFVMXMIW�� 4YWLMRK�XLI�FSYRHEVMIW�SR�TPEXJSVQW�MRGPYHMRK�7SGMEP�8SEWXIV��:MRI��6IHHMX��-RWXEKVEQ�ERH�8YQFPV�� %HZMGI�JSV�SXLIV�FVERHW�ERH�SVKERMÊXMSRW�JEGMRK�WMQMPEV�GLEPPIRKIW�

Presented By: Hugh Reilly, Social Media Community Coordinator, UNICEF

Establishing Your Brand & Maximizing ROI on Pinterest%W�4MRXIVIWX�GSRXMRYIW�XS�KVS[��MX�MW�FIGSQMRK�E�JSVGI�XS�FI�VIGOSRIH�[MXL�MR�WSGMEP�GSQQIVGI��*SV[EVH�XLMROMRK�QEVOIXIVW�EVI�VETMHP]�EHSTXMRK�XLI�TPEXJSVQ�EW�XLI�RI\X�JVSRXMIV�SJ�WSGMEP�QIHME��,S[IZIV��QER]�EVI�WXVYKKPMRK�XS�KIX�XVEGXMSR�IEVP]�SR��-R�XLMW�WIWWMSR��[I´PP�HMWGYWW�XLI�JYRHEQIRXEP�HMJJIVIRGIW�FIX[IIR�4MRXIVIWX�ERH�SXLIV�TPEXJSVQW�XLEX�WLSYPH�MRJSVQ�]SYV�WXVEXIK]��XLIR�[EPO�XLVSYKL�GEWI�WXYHMIW�SJ�[LEX�MW�ERH�MWR´X�[SVOMRK�SR�4MRXIVIWX��ERH�[VET�YT�[MXL�EHZERGIH�WXVEXIKMIW�JSV�QE\MQM^MRK�XLI�63-�SJ�]SYV�TEVXMGMTEXMSR�MR�4MRXIVIWX�FSXL�SR�ERH�SJJ�SJ�XLI�network. This session will be highly interactive, and will adapt to the audience, so all experience levels are welcome!

Presented By: Danny Maloney, CEO & Co-Founder, PinLeague

AGENDA


2013


#SMSsummit

Collaborating with Legal for Online Social Media Promotions, Sweepstakes and Contests(S�]SY�IRNS]�[SVOMRK�[MXL�MR�LSYWI�PIKEP#�9T�XS�WTIIH�SR�[LEX�]SY�GER�ERH�GER´X�HS�[MXLMR�IEGL�WSGMEP�TPEXJSVQ�]SY�[ERX�XS�VYR�]SYV�GSRXIWX�in? Running any sort of contest raises questions related to both brand and platform rules and procedures.

-R�QSWX�GSQTERMIW��]SY�EVIR´X�KSMRK�PMZI�[MXL�ER]XLMRK�YRXMP�]SY�½KYVI�SYX�MJ�PIKEP�ETTVSZIW�SJ�XLI�QIWWEKI�ERH�VYPIW�XLEX�WLSYPH�ETTP]��'MWGE�&VSY[IV��'SYRWIP�JSV�2&'9RMZIVWEP´W�(MKMXEP�(MZMWMSR�[MPP�WLEVI�XMTW�SR�GSPPEFSVEXMRK�[MXL�PIKEP�JSV�WSGMEP�TVSQSXMSRW��W[IITWXEOIW�ERH�GSRXIWXW��

Presented By: Cisca Brouwer, Counsel, NBC Universal - Digital Division (Fandango & Daily Candy)

Why a 140-Letter Tweet is Your Best Ad: Social Media Advertising 101Did you know you’re now more likely to climb Mount Everest than click a banner ad? The reality is that all marketing tools--even once-promising

ones--are going to become less effective over time. Email, paid search, banner ads.... This is why it’s crucial for good marketers to stay on top of

XLI�PEXIWX�XVIRHW�MR�XLI�HMKMXEP�QEVOIXMRK�PERHWGETI��%RH�XLI�RI[IWX�XSSP�XS�XYGO�MRXS�]SYV�GYVVIRX�EVWIREP�MW�WSGMEP�EHZIVXMWMRK��

7SGMEP�EHZIVXMWMRK�MW�GEXGLMRK�SR�JEWX��7TIRHMRK�SR�WS�GEPPIH�±REXMZI²�WSGMEP�QIHME�EHW�MW�JSVIGEWX�XS�RIEVP]�XVMTPI�JVSQ��FMPPMSR�XLMW�]IEV�XS��FMPPMSR�MR��1SVI�ERH�QSVI�QEVOIXIVW�EVI�YWMRK�4VSQSXIH�8[IIXW�FIGEYWI�XLI]�[SVO��;LMPI�XVEHMXMSREP�FERRIV�EHW�EVI�RS[�TVIXX]�QYGL�MKRSVIH��GPMGOIH�SR��TIVGIRX�SJ�XLI�XMQI ��4VSQSXIH�8[IIXW�WLS[�IRKEKIQIRX�SJ�SRI�XS�XLVII�TIVGIRX°�YT�XS��XMQIW�EW�IJJIGXMZI�

In this session, attendees will learn:

�� 8LI�FEWMGW�SJ�WSGMEP�EHZIVXMWMRK� What are social ads?

��;L]�]SY�WLSYPH�YWI�XLIQ��,S[�XS�YWI�WSGMEP�EHZIVXMWMRK�XS�FSSWX�]SYV�63-�ERH�IRLERGI�]SYV�SRPMRI�QEVOIXMRK�WXVEXIK]

Presented By: Kevin Zellmer, Global Director of Enterprise, HootSuite

The Age of The AlchemistToday, brands need to put the consumer at the center of all marketing activity, maintaining consistency and ensuring the greatest brand

expression possible. This means getting specialists from multiple disciplines on the same page. This integration is easy in theory but incredibly

challenging in practice.

%RH�XLI�KIRIWMW�SJ�XLI�WSPYXMSR��ERH�%KI�SJ�XLI�%PGLIQMWX��[EW�E�LYQER�MRWMKLX��+EQIW�IPMQMREXI�TIVWSREP�MRXIVIWXW�F]�TYXXMRK�TISTPI�MR�E�XLMVH�person mindset. In this case, in the mind of the consumer and their many journeys through the brands they touch.

%X�XLI�MRXIVWIGXMSR�SJ�FVERH�GSQQYRMGEXMSRW�ERH�9<�HIWMKR�PMIW�'SQQYRMGEXMSRW�%PGLIQ]��E�QIXLSHSPSK]�SJ�XVERWJSVQMRK�JSVKIXXEFPI�I\TIVMIRGIW�MRXS�QIERMRKJYP�SRIW�PIZIVEKMRK�GSRXI\XYEP�GVIEXMZMX]��;LMPI�'SQQYRMGEXMSRW�%PGLIQ]�MW�RI[�XS�XLI�FVERH�ERH�9<�[SVPHW��MXW�SPH�RI[W�XS�JERW�SJ�64+´W�WYGL�EW�((��&]�XEOMRK�GYIW�JVSQ�XLMW�MQQIVWMZI�KEQI�ERH�PIZIVEKMRK�H]REQMG�XIGLRSPSKMIW�SJ�XSHE]��[I�GER�JSWXIV�FIXXIV�brand connections through delivering more relevant experiences.

Presented By: Vince Higgins, DDB Worldwide

AGENDA


2013


Case StudyCase Study: How Kiva Boosted Its Facebook Reach By 40% in 6 MonthsIn 2012, Kiva reinvented its Facebook strategy from scratch. Through constant experimentation, benchmarking, and

KSSH�SPH�JEWLMSR�KYIWWMRK��MX�KVI[�MXW�EYHMIRGI�SR�XLI�TPEXJSVQ�F]��MR�PIWW�XLER�WM\�QSRXLW��-R�XLI�TVSGIWW��MX�VIHI½RIH�PIRHMRK�SR�/MZE�EW�E�more visual experience -- a shift that has extended to the organization’s other social media efforts and its brand at large. This case study is all

about identifying the content your audience wants and wants to share, and rethinking what it means to be social, no matter what business you’re

in.

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Presented By: Camille Ricketts, Content Manager, Kiva.org

Be Smart: Use Data to Drive DecisionsThe challenge with “big data” analysis isn’t realizing how important it is or that you need it to drive business objectives – smart marketers know

that already. What you should be asking yourself is how you can get smarter by using the explosion of consumer data available in today’s digitally

connected world. We’re human. We rely on numerous sources to make everyday decisions: what car to buy, what dog food to select, which

company to partner with. So why then do you rely on one or two data sources to tell you how consumers are buying your brand or what they

are saying about you?

Start asking smarter questions, and allow your data intelligence partner to work smarter for you. In this session you’ll learn:

��;L]�MX´W�MQTSVXERX�XS�MRXIKVEXI�XVEHMXMSREP�ERH�WSGMEP�QIHME�HEXE��;LEX�UYIWXMSRW�XS�EWO�]SYV�HEXE�TVSZMHIVW�WS�]SY�GER�FIKMR�MRXIKVEXMRK��,S[�FMK�FVERHW�EVI�YWMRK�HMKMXEP�QIHME�MRXIPPMKIRGI�XS�HVMZI�FYWMRIWW�VIWYPXW

What’s more is that you’ll learn all of this from a non-data guy who can speak in terms you will understand.

Presented By: Noah Krusell, Director, Analytical Services, evolve24

#SMSsummit

AGENDA


2013


This social media strategies summit has served to open my eyes to potential opportunities throughout my workplace. I feel educated and invigorated.James Katica,

Social Measurement: Is Data Killing or Cultivating Creativity Every marketer wants to know whether social media is impacting the business, yet most of us simply don’t know how and may even be afraid to

½RH�XLEX�SYX��,S[IZIV��JSV�XLI�QSWX�TVSKVIWWMZI�SVKERMÊXMSRW�WSGMEP�HEXE�MW�XVERWJSVQMRK�XLIMV�HIGMWMSR�QEOMRK�TVSGIWWIW�F]�GVIEXMRK�E�VIPMEFPI�WSGMEP�QIEWYVIQIRX�JVEQI[SVO�XLEX�MRJSVQW�ERH�WYTTSVXW�MRHMZMHYEP�FYWMRIWW�SFNIGXMZIW��9RHIVWXSSH�ERH�TVSTIVP]�ETTPMIH��WSGMEP�QIHME�MRWMKLXW�LIPT�HVMZI�QEVOIXMRK�GEQTEMKRW��MRWTMVI�GVIEXMZMX]��FYMPH�GYWXSQIV�GSR½HIRGI�ERH�]IX�WXMPP�KIRIVEXI�I\EGX�½KYVIW�XLEX�WLS[�LS[�QYGL�MQTEGX�WSGMEP�QIHME�LEW�had on driving sales and leads. In this session you can learn how your organization can establish a solid framework comprised of a combination of

advanced listening and data analysis that ultimately produces insights to inform your business strategy. From this session, you’ll learn:

��,S[�XS�GVIEXI�E�QIEWYVIQIRX�JVEQI[SVO�XLEX�JSGYWIW�SR�EGLMIZMRK�VIPIZERX�FYWMRIWW�SFNIGXMZIW��;LEX�OMRHW�SJ�/4-W�]SY�WLSYPH�GSRWMHIV�JSV�]SYV�GEQTEMKRW�PEYRGLIW��2I[�ETTVSEGLIW�XLEX�%HSFI�MW�YWMRK�MRXIVREPP]�XLEX�MW�TVSHYGMRK�MRWMKLXW�XS�HVMZI�HIGMWMSRW

Presented by: Cory Edwards, Social Media Center of Excellence Lead, Adobe

Content Marketing, How to Create Content That is Socially Viable, Shareable, and Engaging Mike Roberts will provide a practitioner’s framework to serve as a reference when creating content. First, this session will cover creative

development including staying ahead of the content innovation S-curve, brainstorming concepts or topics that people will share, validating the

social interest, and selling your concept to get approval. Secondly, it will cover the process to create this content including navigating department

WMPSW��EZSMHMRK�GVIEXMZI�HMVIGXMSR�F]�GSQQMXXII��YWMRK�EREP]XMGW�XS�SZIVGSQI�STMRMSRW�ERH�XLI�RI[�WSGMEP�/I]�4IVJSVQERGI�-RHMGEXSVW��/4- �XS�NYHKI�WYGGIWW�F]��%XXIRHIIW�[MPP�[EPO�E[E]�[MXL�E�PMWX�SJ�EGXMSREFPI�XEOIE[E]W�XLEX�GER�FI�MQTPIQIRXIH�VMKLX�E[E]��

Presented By: Mike Roberts, Earned Media Strategist, Covario

#SMSsummit

AGENDA

Social Strategy Delivers ROI

Social Media StrategyTRAINING

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Economical and customized

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Our Process:

Social Strategy Audit:

Modular Approach:

Breakdown Silos:

functioning social enterprise?

Deliver ROI:

cost savings and increased revenue to your

Free social assessment with every training course!

In-House

Documents

SOCIAL MEDIA STRATEGIE S SUMM IT 2013 · Manager of Customer Commitment, JetBlue Airways Michele Wingate, Social Media Manager, American Family Insurance Hugh Reilly, Social Media