The Corporate Social Media Summit 2010

Boost profits and enhance marketing

& communications effectiveness with
an integrated, accurately measured
social media strategy
Two-day business conference, 15 – 16 June 2010
The Helmsley Hotel, Manhattan, New York City www.usefulsocialmedia.com

Get exclusive insights and best practice examples on: Highlights from our
exclusively corporate
• How to implement and progress your internal speaker line-up
strategy on social media use include:

• How to leverage social media to better control your Whole Foods Market
Bill Tolany
reputation online and offset inevitable risks Head of Social Media

McDonald’s
• How to establish social media value for your Heather Oldani
Director of US Communications
company – and measure whether you’re getting any Paramount Pictures
Amy Powell
Senior Vice-President,
Interactive Marketing
An event exclusively focused on the needs of business: Nokia
Molly Schonthal

100%
Head of Social Media
of our 20+ speakers are drawn Adidas
from big business Chris Barbour
Head of Digital Marketing,

100%
adidas Originals
of topics covered were requested Johnson & Johnson
by corporate communications and Robert Halper
marketing executives Director, Video

100%
Communications

Siemens
of our 12 workshops deal with corporate Stefan Heeke
social media issues, risks and opportunities Director of Online Marketing

AND MANY MORE!

OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!
Dear
Colleague Are you serious about the
impact of social media on your
Social media has changed the way that business does business.
Perhaps the most radical change (or is it evolution?) is being faced by
corporate communications
Corporate Communications and Marketing professionals. and marketing strategy?
• 5 9% of people with an internet connection now actively participate in
social media. The US alone has 142 million active social networkers.
• 44% of people have recommended a product via Twitter. And 34% of
6 excellent reasons why you must
people have searched online for a product/service/brand after seeing
an advertisement on a social networking site.
attend this Summit:
• 77% of YouTube, Twitter and Facebook listings that appeared for
brand searches were controlled by someone other than the brand. 1 Tbusiness-focused
argetted, relevant learning - an exclusively
conference agenda - created after
The conversation about your brand is happening – whether you’re
involved or not. Your consumers are out there, and social media offers 3 months of research with senior communications and
you unique opportunities to talk to and engage with them. marketing executives
The numbers add up.That’s why 73% of the Fortune 100 have a Twitter
account. Why 83% of consumer-facing companies maintain a presence
on Facebook.
2 150
Be part of a dynamic learning community -
Corp Comms and Marketing executives to attend
And yet. There is still a lot to learn.
In a recent survey on corporate Twitter accounts, 53% of the accounts 3 sharing
Practical insights you can use - knowledge-
from over 20 large corporations on social media
“did not display personality, tone or voice”. 68% have less than 1,000
followers. 15% aren’t being used at all. Hardly a sign that business is for communications/marketing teams
taking full advantage of the opportunities social media offers, is it?
Oh - and everyone remembers what happened to United Airlines, right? 4 O pen discussion on the biggest issues -
every session has discussion in-built, and we also offer
And Habitat? And Comcast?
That’s why we created the Corporate Social Media Summit. To help
12+ hours of networking time
corporate communications and marketing teams understand and
leverage the power of social media. 5 ofAnprimary
independent forum - our agenda is the product
research, and is entirely independent. We
This is the only social media conference out there that focuses exclusively
on the social media risks (and opportunities!) faced by businesses. It’s are not here to sell you solutions/software/services. You
the only conference where 100% of our speakers are drawn from big will receive a well-balanced, innovative and informative
businesses. It’s the only event with a set of topics suggested exclusively briefing to enable you to make the best decisions for
by your communications and marketing peers. your business
If you’re an executive working in communications and marketing for a
large business, this is the conference you’ve been waiting for.
Divided into three distinct themes, the conference will equip you with
6 M easure the results - get social media progress
packaged and delivered in a language your Finance
the skills, knowledge and best practice examples you need - to ensure Director can understand
your company’s social media strategy is as robust and successful as
possible in the year ahead.
With senior and experienced speakers drawn from companies like
PepsiCo, Adidas, Whole Foods, Dell and McDonald’s, you’ll get in-depth
insight and practical advice from people that have been there, done it,
A conference full of senior
and been successful. corporate speakers:
With 14 interactive and dynamic sessions, you’ll get advice and expertise
on all the corporate social media issues that you are either facing already,
or will be facing very soon.
32% 37%
And with 12+ hours of networking, you’ll have plenty of time to share are Directors are Heads of
problems, learn from your peers, and fill your contact book.
Department
There is no other event out there that can offer such a resolutely
corporate-focused social media conference.
I hope to see you in New York in June!
Best regards,
5%
are Vice-
Presidents
26%
Nicholas Johnson are Managers
Useful Social Media
What makes this event better than all the
other social media conferences out there?

Simple. An exclusive focus on business

Too many events in this area are populated by ‘social media gurus’ (read service providers and
consultants) as speakers, and discuss ‘social media issues’ in the broadest possible terms.

They’re barely relevant to a corporate audience at all.

The Corporate Social Media Summit is different. Why?

• 3 months of research with big companies, like Dell, Starbucks,

Toyota, Intel and PepsiCo have ensured we know exactly what business
needs to know about when it comes to social media use

• Exclusively corporate speakers - with representatives from

big companies like Whole Foods Market, Johnson & Johnson, McDonald’s,
Samsung, Marriott, Siemens and Citi

• A tightly-focused agenda - dealing with the biggest issues facing

your company when it comes to using social media - areas covered include:
• How to establish and progress your internal strategy on social media use
• H
 ow to leverage social media to better control your reputation online
(and offset inevitable risk)
• H
 ow to create value for your company through social media - and measure whether
you’re achieving it

• An emphasis on practical, measurable strategies for business

• An audience of corporate communicators and marketers
– not consultants and service providers

The brightest minds in corporate social media –

under one roof!
Whole Foods Market Bill Tolany
Head of Social Media
Adidas Chris Barbour Head of
Digital Marketing, adidas Originals
McDonald’s Heather Oldani
Director, US Communications
Paramount Pictures Amy Powell
Head of Interactive Marketing and
Social Media
PepsiCo Josh Karpf Senior Manager,
Digital Media Communications
Nokia Molly Schonthal Head
of Social Media, North America
Johnson & Johnson Robert Halper
Director, Video Communications
Citi Paul Butcher Head of Digital Media
Siemens Stefan Heeke Director
of Online Marketing
Dell Caroline Dietz Social Media
and Communities Representative
General Motors Connie Burke
Communications Manager, Social Media
Mars Lisa Foley Social Media
Manager
Intel Suzanne Fallender Director
of CSR Strategy and Communications
Interface Americas Steve
Arbaugh Vice-President, Brand
Marketing, Alignment and Experience
Intuit Kira Wampler Social Marketing
Leader, Small Business Division
SunLife Steven Gangbar Director
of Social Media
Marriott International John Wolf
Senior Director, Public Relations
The Rainforest Alliance
Jennifer Bass Vogel Communications
Manager, US and Canada
The World Bank Nicole Frost
Head of Social Media
Samsung Electronics Esteban
Contreras Social Media Manager
Virgin Mobile USA Lisa
D’Aromando Social Media and
Communications Associate
 DAY ONE 15 June 2010
Chairman’s Address: The changing relationship
between business and social media
THEME ONE
HOW TO ESTABLISH AND PROGRESS YOUR
INTERNAL STRATEGY ON SOCIAL MEDIA USE
S U P E R–PA N E L
Scale up your social media 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,
silos of knowledge: How to 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
PepsiCo Josh Karpf Senior Manager Digital Media
Communications
Citi Paul Butcher Head of Digital Media
Nokia Molly Schoenthal Head of Social Media, North
America
PRACT ICAL WO R K S H O P
Take advantage of location-based
social networks to better engage
with potential consumers
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.
In this session, we will investigate:
• Foursquare, Buzz, Gowalla, Yelp – the differences
between the leading location-based networks
and how they impact you
• Tactics for leveraging location information to
create targeted 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?
Speakers to be confirmed
The earlier you book, the less you pay: Register by the April 2 to SAVE $400!
PRAC TI C AL WORKS HOP
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
• 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
General Motors Connie Burke Communications
Manager, Social Media
SunLife Steven Gangbar Director of Social Media
World Bank Nicola Frost Head of Social Media
PRAC TI C AL WORKS HOP
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 business’s 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
Virgin Mobile USA Lisa D’Aromando Social Media
and Communications Associate
THEME TWO
HOW TO LEVERAGE SOCIAL MEDIA TO BETTER
CONTROL YOUR REPUTATION ONLINE AND
OFFSET INEVITABLE RISK
P RACTICAL WORKS HOP
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 that social media will provide for
you. Then we’ll tell you how to 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
• How to present this new type of data to your
stakeholders with clarity - and engage the rest
of your team with your new strategy
Siemens Stefan Heeke Director - Online Marketing
Intel speaker to be confirmed
P RACTICAL WORKS HOP
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 does happen, 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 guard against social
media faux pas, and deal with problems quickly
and effectively
Rainforest Alliance Jennifer Vogel Communications
Manager, US & Canada
CORP ORATE CAS E S TUDY
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, Dell – a
major corporate Twitter success story - will set out
how they approach using this tool to further their
communications and marketing aims.
You’ll learn how they managed to make $3m directly
from Twitter - and how you can follow their lead and
extract the maximum value from this major social
networking tool.
Dell Caroline Dietz Social Media and Communities
Networking Drinks Reception
 DAY TWO 16 June 2010

Chairman’s Address: CORPORATE CAS E S TUDY P RACTICAL WORKS HOP

Key lessons from day one
S U P E R–PA N E L
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?
• Effective engagement: Strategies and tips on how
to have a conversation that gets results
• Ghostwritten: Is it better to hire in an agency to
run your social media presence and do the talking
for you? What are the risks of this approach?
Whole Foods Market Bill Tolany
Head of Social Media
McDonald’s Heather Oldani Director
of US Communications
Paramount Pictures Amy Powell Head of Interactive
Marketing and Social Media
THEME THREE
HOW TO ESTABLISH SOCIAL MEDIA VALUE
FOR YOUR COMPANY - AND THEN MEASURE
WHETHER YOU’RE GETTING ANY
PRACT ICAL WO R K S H O P
Define a set of useful KPIs tailored
to your business and goals
How Adidas have used Facebook to
enhance their brand, build awareness
and boost the bottom line
83% of companies maintain a Facebook presence,
according to a recent study by Business.com
One of the most successful proponents is Adidas.
Ranked 11th in a recent survey of the best corporate
Facebook users, the adidas Originals page has more
than 2.3 million fans.
In the second of our series of case studies on the
major social networks, Chris Barbour, who runs the
company’s Facebook presence, will give you insight
into how he has engendered such success.
Adidas Chris Barbour Head of Digital Marketing, adidas
Originals
PRAC TI C AL WORKS HOP
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 Kira Wampler Social Media Manager
Dell Caroline Dietz Social Media and Communities
CORPORATE CAS E S TUDY
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
Marriott International John Wolf Senior Director,
Public Relations
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.
Personality Not Included Rohit Bhargava Author

“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
Samsung Esteban Contreras Social Media Manager
Mars speaker to be confirmed
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

The only social media conference designed exclusively for a corporate audience!

Our 5 Guarantees to you:
You will leave the summit with:
1 A roadmap for action - practical steps for your
company to move confidently towards strategic
social media use
2 A benchmark of leading companies, and what
you need to do to take your place amongst them
3 Benchmarks from some of the biggest brands
practising corporate social media today
4 New relationships with a highly targetted,
senior set of peers
5 Insights from the most dynamic figures at work
in corporate social media today
Solution and Service Providers – ever
find yourself asking these questions?
• W here can I find new customers for my social media
analytics products and services
• Which emerging challenges will offer my business lucrative
opportunities going forward?
• Which partnerships will allow me to take my solutions into
new markets and add significantly to my bottom line?
Well ask no more! Secure a sponsorship or exhibition package
at the CSM Summit and you’ll be guaranteed to meet and do
business with our focused and senior audience of corporate
executives with a responsibility for social media strategy - all of
whom need your solutions and services!
The Corporate Social Media Summit offers an excellent range
of sponsorship and exhibition opportunities to suit every need
and budget. We can literally tailor-make a sponsorship package
to your needs -meaning you speak, build your brand or organise
meetings with the leading figures in the CSM space. Do not miss
out on this unrivalled opportunity to do business and secure
sales from the CSM industry!
Contact or email Andrew Bold today:
Call +44 (0) 20 7375 7188
or email andrew.bold@usefulsocialmedia.com
Who should attend?
• Are you currently using social
media as part of your
communications/marketing strategy?
• Do you want to know how to
measure the effectiveness of your
social media use?
• Are you planning to scale up your
social media activity over the next
year?
• Will you use social media to get
messages about your company/
products across this year?
If you answered ‘Yes’ to any of these questions,
you simply can’t miss this conference. Register
today to secure your place - the event will sell out!
Part of the FC Business Intelligence Group
As part of the FC Business Intelligence group, we are well-
versed in putting together effective business conferences,
and have been doing so for over 20 years.. In the last year,
we ran 115 conferences across the world. 13,345 business
executives attended our events in the last year.
We constantly ask for feedback from all our delegates, and this
information has allowed us to develop, evolve and refine our
conference products. We guarantee that this conference will be:
• I nteractive - with plenty of opportunities to discuss the issues
at hand - both with our expert speakers and your peers
•  ractical and informative - full of best practice case studies
P
and practical steps that are relevant to your day-to-day job
•  argetted and relevant - with an agenda focused specifically
T
on the needs of corporate communications and marketing
professionals at US-based companies
•  alue for money - with access to 20 expert speakers,
V
spread over 2 days and 13 workshops
Who Will You Meet?
Business executives attending REGISTER NOW IN 3 EASY STEPS
the Corporate Social Media Summit
will include managers, directors and
vice-presidents in the following areas: CORPORATE SOCIAL MEDIA SUMMIT, 15 – 16 June 2010
The Helmsley Hotel, Manhattan, New York City
• Social Media
• Communications
• Marketing
• Digital Media 1 Choose Your Pass
• Communities
• Branding Standard Premium
• Digital/Online Marketing
• Web Presence • Access to all super-panels, • Access to all super-panels,
workshops and case studies workshops and case studies
• Networking lunch and coffee • Networking lunch and coffee
breaks breaks
20+ Hours of networking • Evening drinks reception • Evening drinks reception
Meeting key figures from within the + Access to presentation slides + MP3s of every session
industry in person can be an invaluable post-conference at the conference
experience. We know that a formidable
chunk of you have networking as
your primary reason for attending. Book by 2nd April $1400 SAVE $400 Book by 2nd April $1500 SAVE $400
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networking time - with highlights Full price $1800 Full price $1900
including a networking party on the
close of day one - June 16th. Over 20
hours of applied discussion time will
take place over the 2 days. You’ll also
have the chance to arrange meetings
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of every presentation - and with the
expertise on offer, you’ll want to. We
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don’t miss a thing. Simply purchase
a Premium pass when you register.
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TERMS & CONDITIONS Places are transferable without any charge. Cancellations after 16th April 2010
incur an administrative charge of 25%. If you cancel your registration after 14th May 2010 we will be obliged
to charge the full fee. Please note – you must notify Useful Social Media in writing of a cancellation, or we
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NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT
 The Corporate Social Media
Summit 2010

Best practice for establishing social

media strategy, managing reputation
and measuring value
visit the website for the latest news & updates
Two-day business conference, 15 – 16 June 2010
The Helmsley Hotel, Manhattan, New York City www.usefulsocialmedia.com

Expert speakers confirmed from

5 great reasons you should attend this conference all these leading companies

1 Unrivalled speaker line-up:

With senior representatives from General Motors, Dell, Whole
Foods, Citi and many more!

2 Big picture discussions:

Multiple high-level panels for enhanced debate on strategic issues

3 Best practice and benchmarks:

12 practical and interactive workshops and case studies
on the nitty gritty of using social media for corporate
communications and marketing

4 Fill your contact book:

12+ hours of networking opportunities with a senior, targetted
audience of communications and marketing executives

5 Be where the action is:

The premier meeting place for corporate communicators and
marketers working with social media

OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!