8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.

Chairperson’s Welcome & Speed Networking

Become acquainted with your fellow summit attendees in this fun and fast-paced forum!

Dr. Adam Wootton, Director of New Media and Social Media
TOWERS WATSON
Summit Chairperson

9:00 a.m.

The Art Of Effective Marketing Communication: How Social Media And Game Mechanics Have Changed The World For Marketers

Engaging customers with communication is a major challenge for many companies. Out on the Internet, social media is changing the way we communicate with friends, colleagues and customers. However, many companies have not been able to use social media to connect with their audience and engage them with their message.

Effectively blending both traditional and social communication and the use of new techniques such as behavioral economics and game mechanics can help companies effectively engage their customers. This session will introduce the topic of social media, explain why it is different and talk about how it can be effectively teamed with game mechanics and behavioral economics to effectively communicate your company’s message.

After this engaging presentation you will walk away with a better understanding of the changes social media and game mechanics have for marketing and branding, including how:

• A simple framework for social media can help you devise a strategy for its use
• Using social media can augment traditional campaigns
• The use of game mechanics and behavioral economics can enhance your marketing strategy
  

Dr. Adam Wootton, Director of New Media and Social Media
TOWERS WATSON

9:45 a.m.

How To Utilize Social Media Tools To Change The Public’s Perception Of Your Agency: Giving a Voice To Citizens, Expanding Your Outreach, And Monitoring Responses

The NYC Housing Authority (NYCHA) is a public housing agency, the largest in North America. With 654,657 New York residents residing in NYCHA's Public Housing and Section 8 Programs, they occupy 13.2% of the city's rental apartments; they comprise almost 8% of New York City's population. To put it in to perspective, NYCHA’s population is larger than Atlanta’s.

As with many other government agencies, NYCHA is often in the eye of the storm in the media and is often mistrusted by its residents. Residents are from disadvantaged backgrounds; 49.5% are below the poverty line. The building stock is aging, infrastructure renovation budgets are shrinking, and crime stories are abounding in the media. This is an environment where the problems being faced by NYCHA are stories typically portrayed in a negative light within the public media.

This session will give you an understanding of the benefits of being actively engaged in optimizing social media and web presence and monitoring analytics in order to change the overall public perception of your organizations, including:

• How to expand your outreach and bring a creative voice to a population that didn’t necessarily have one before
• Benefits of micro-sites to complement your main governmental site
• Writing a new social media policy and revamping your internet policy
• Digital brand monitoring and response
• Providing the right tools to engage your audience

Diane Chehab, Project Manager, Office of the CIO Information Technology Department
NEW YORK CITY HOUSING AUTHORITY

10:10 a.m.

Idea Exchange: Questions, Feedback, Collaboration

10:20 a.m.

Morning Refreshment & Networking Break

10:30 a.m.

Brainstorming Session: Your Training Goals

This is your chance to discuss with fellow attendees and speakers what your most pressing social media for marketing and branding concerns are and what solutions you hope to gain during this summit.

11:00 a.m.

Tracking Your Business Goals Within Social Media: Using Advance Social Analytics And Tools To Monitor, Track And Analyze Your Social Media Marketing Programs

Ancestry.com is the world’s largest online resource for family history, with approximately 2 million paying subscribers around the world as of July 2012. Since starting as a publishing company in 1983, they have been a leader in the family history market for over 20 years and have helped pioneer the market for online family history research.

When Ancestry.com decided to measure their social media programs they noticed they were not looking at the soft social metrics (likes, comments, views, impressions, ect) but were looking for a way to show their impact on the company’s bottom line. The company c-suite wanted to see the social media channels as an acquisition driver, when the channels were used more for building their community and engagement.

Through Ancestry.com’s use of real social media metrics, you will learn strategies to help you prove the value of your social media marketing, including how to:

• Track your business goals within social media
• Provide tracking, analytics and monitoring of social media results to provide c-suite level executives and organizations
• Use advance social analytics to drive bottom line metrics
•  Measure and monitor community and engagement
• Use predictive analytics tools
• Use qualitative and quantitative metrics

Nick Cifuentes, Director, Global Social Media
ANCESTRY.COM

11:30 a.m.

Morning Refreshment & Networking Break

11:40 a.m.

How To Measure Your Media Relations Efforts On Social Networks

The field of media relations and social media relations measurement has advanced significantly over the past few years. Journalists and bloggers may say that they still prefer to hear from PR pros via e-mail, but they'll also tell you that they are spending more and more of their time on Twitter, Facebook, LinkedIn, Pinterest and blogs. SAP is continuously trying to find new ways to tie media relations output to their business goals. Thanks to new measurement tools and methods they are now able to create objectives and measure results that relate directly to business goals, which are important to their executives. As such, SAP can report company results on a regular basis and course correct their approach and strategy throughout the year as needed.

Throughout their session SAP will show you how they created a measurement strategy to prove the value of your outreach and trust-building efforts across social media channels.

You'll learn how SAP:

• Created measurable objectives for their outreach to journalists and bloggers on social channels
• Linked their media relations to business objectives, including increased sales, improved reputation or customer satisfaction
• Connected their interactions with journalists and bloggers on Twitter and LinkedIn to real-world results
• Conducted content analysis to measure messaging, sentiment and positioning

Evan Welsh, Director of Global Media Relations
SAP

12:10 p.m.

Idea Exchange: Questions, Feedback, Collaboration

12:30 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for lunch with an informal discussion based on an social media for marketing and branding hot topic. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

2:00 p.m.

How To Use Foursquare To Build Your Brand

The Princeton Review ranks the University of Oklahoma (OU) among the best in the nation in terms of academic excellence and cost for students. In 2008, Foursquare contacted OU to be one of the first universities to establish a brand presence on the app. With over 21,000 brand likes and over 100K check-ins, OU has been able to use Foursquare effectively to promote its brand. Before their Foursquare launch, OU used social media to mostly target alumni and prospective students, leaving their current students out of the mix.

During this session, you will learn how to:

• Host a successful social media campaign using Foursquare
• Better connect your target audience to your organization by using the app
• Use the full potential of Foursquare to drive your brand

Cassandra Ketrick, Junior New Media Specialist
University of Oklahoma

2:30 p.m.

Idea Exchange: Questions, Feedback, Collaboration

2:35 p.m.


Brainstorming Session: Digest & Prepare

Need to dive deeper into specific topics? Want more details? Here's your chance!! Discuss with the group what topics you hope to hear more about tomorrow and what questions you have that are still unanswered. Use the expertise of your summit speakers and fellow attendees to gain feedback and ideas for improvement of your social media plans.

3:05 p.m.

Afternoon Refreshment & Networking Break

3:20 p.m.

How To Use Social Media To Communicate Your Organization’s Mission And Passion

As Southwest Airlines’ greatest asset, their people deliver compassionate, world-class customer service; seek out innovative solutions to enhance the customer experience; and share their time and efforts to make a positive difference. In its 42nd year of service, Dallas-based Southwest Airlines continues to differentiate itself from other low-fare carriers by providing a reliable product withexemplary customer service.  Including wholly-owned subsidiary AirTran Airways, Southwest now employs 46,000 People and serves 97 destinations in 41 states, the District of Columbia, the Commonwealth of Puerto Rico, six near-international countries.

Giving back; doing the right thing; being a great corporate citizen.  It’s easy to say, but harder to do, especially if you haven’t engaged your employees.  Southwest is doing its part to be a good citizen while underscoring a commitment to the triple bottom line of Performance, People, and Planet. 

By learning how Southwest Airlines communicates its sustainability message, engages its employees, and reaches a diverse workforce through various communication channels, you too will be able to:

• Create messages that catch stakeholders’ attention.
• Utilize all communication tools Social Media, Public Relations, and Employee Communication
• Speak your Company’s language throughout the different social media channels
• Empower your employees to own your Company’s citizenship initiatives

Laurel Moffat, Sr. Specialist, Outreach Communications
SOUTHWEST AIRLINES

3:50 p.m.

How To Adapt New Social Media Marketing Strategies Into An Organization Rich With Tradition And History, To Increase Brand Awareness And Boost Business

Headquartered in Nashville, Tennessee, Oreck Corporation is a leading manufacturer in the home care industry, offering a variety of vacuum, air purification, and other cleaning products available to directly to consumers, through hundreds of Oreck Clean Home Centers, and through many leading retailers. Oreck has been in the home care and cleaning business for nearly fifty years and is built on the legacy of David Oreck’s focus on quality and innovation.

In a company with such tradition and history, adapting to the changes in the floor care industry was somewhat of a slow process for Oreck, but in the last two years, they have placed a new emphasis on product innovation. With more relevant products in the market came the opportunity for more relevant marketing. The social media program at Oreck was born out of the need to create a new and different relationship with longtime customers as well as to increase brand awareness and attract new consumers.

During this session, you will hear the outside-the-box content brand strategies that helped Oreck connect with their consumers on a personal level. Though the use of Facebook, Twitter and Pinterest, Oreck was able to not only connect more with their consumers, but also drive a unique approach to blogger outreach.

Chelsea Smith, Social Media Specialist
Oreck Corporation

4:20 p.m.

Idea Exchange: Questions, Feedback, Collaboration

4:30 p.m.

Day One Wrap Up

4:40 p.m.

End of Day One

4:50 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All summit attendees and speakers are welcome to join us for this special opportunity to continue networking. Don't miss this chance to benchmark new ideas over complimentary drinks!

Sign up during the day for dinner with a group. Take advantage of New York City’s fine dining while you continue to network with your colleagues.

8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two

Adam Wootton, Senior Consultant, New Media and Social Media
TOWERS WATSON
Summit Chairperson

8:35 a.m.

How To Boost Your Brand By Turning Your Forward-Thinking Employees Into Social Superstars

There’s a digital conversation going on right now. All over the globe, individuals are sharing information, expertise, making decisions, building relationships, and more, without even leaving their seats. Sentiment and knowledge are being created around topics that could have a direct impact on your business. Are you out there? Are you part of the conversation? Are your employees? Are your competitors’ employees?!

At IBM, the IBMer has always been the brand. So it is imperative for them to look for ways to maximize their forward-thinking employees reach, amplification, and engagement in social spaces. To do this, they’ve developed a coaching and feedback system that helps selected IBMers enhance their 'social brand' in an authentic, credible and confident manner.

During this session, you will learn about the process IBM uses and how it can be incorporated into your own organization’s strategy.

Kevin Winterfield, Social Systems and Digital Influence
IBM
@kmwinterfield

9:05 a.m.

Social Media Marketing and Branding Case Study coming soon!

9:35 a.m.

Idea Exchange: Questions, Feedback, Collaboration

9:55 a.m.

Brainstorming Session: Monitoring & Analyzing

Whether it’s a tweet, Facebook post, or YouTube video – every company is looking to market their brand in a more efficient way with their customers. Discuss and brainstorm with fellow attendees and speakers techniques you’ve had success with, or concerns you’re having, in marketing your company’s information to your customers.

9:45 a.m.

Case Study Coming Soon!

Abstract coming soon.

Perri O. Blumberg, Assistant Editor
READER'S DIGEST ASSOCIATION

10:55 a.m.

Idea Exchange: Questions, Feedback, Collaboration

11:00 a.m.

Morning Refreshment & Networking Break

11:10 a.m.

How To Successfully Use Social Media To Communicate Effectively During A Crisis

Most crisis communication plans include traditional public relations tactics, such as press conferences, press releases and media interviews to get key messages out.  But what about social media? In this day and age, social media must be a part of every crisis communications plan

Royal Caribbean regularly utilizes its website, blog, Facebook and Twitter to keep the public and media regularly informed during a situation or incident. Their Social Media Team integrates traditional communication practices as well as social media tactics together in order to handle a crisis successfully and prevent any long-term damage to their brand.  

Throughout this session, you will learn how Royal Caribbean has:

• Successfully used social media to communicate with their various audiences
• Adapted seven easy-to-understand steps to successfully using social media in a crisis

Cynthia Martinez, Director, Global Corporate Communications
Royal Caribbean Cruises Ltd.

11:40 a.m.

How To Use Negative News To Increase Your Facebook Presence And Successfully Manage Your Reputation

In 2012, news broke that traces of a fungicide banned in the U.S. had been found in orange juice imported from Brazil. By coincidence, in November 2011, Tropicana Pure Premium (TPP) had decided to transition to 100% Florida OJ and was in the process of eliminating remaining on-shelf inventory with Brazilian juice it had previously used when the news hit. In a similar situation, most brands would resort to traditional issues management, but Tropicana opted to use the 100% Florida news to engage and grow its Facebook audience, communicating in the process that TPP was 100% Florida OJ.

In this session, you will hear how TPP’s campaign was able to:

• Exceed virtually every Facebook benchmark
• Generate more than 60 million total impressions
• Skyrocket engagement with their consumers
• More than double Tropicana’s Facebook fan base

Take TPP’s experiences back to your own organization and implement new ways of turning negative news into favorable results!

Mike Torres, Senior Director of Communications
Pepsico (Tropicana Beverages)

12:10 p.m.

Idea Exchange: Questions, Feedback, Collaboration

12:20 a.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for lunch with an informal discussion based on an social media for marketing and branding hot topic. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

2:00 p.m.

Group Exercise: Brainstorm Solutions And New Ideas You Can Use

Interact and discuss solutions to your social media marketing and branding challenges with your fellow attendees and our experienced speakers. You will leave with new tools and hands-on experience and ideas for more successfully applying best practices to your own social media marketing and branding initiatives.

2:30 p.m.

How To Utilize Twitter For Customer Service And Brand Engagement

With the advent of social media, travelers have begun to share questions, concerns, praise and complaints about their travel experiences on social networks such as Facebook and Twitter and American Airlines wants to be a part of those conversations. Beginning in 2011, the company began building a social media team to engage in the rapidly-expanding online travel conversation.

American Airlines uses Twitter to provide social customer service and encourage brand engagement. A team of social customer service representatives receives and responds to actionable tweets for eighteen hours each day! Using Twitter, American’s social customer service representatives are able to address customer needs quickly and in real-time, on the platform where the company’s audience chooses to share.

After laying a robust foundation of social customer service, the company’s social marketing team is able to share timely information like company news and travel tips on its Twitter channel, thereby engaging customers in dialogue and solidifying loyal relationships with the brand.

During this session, you will learn how American Airlines has:

• Monitored Twitter for brand mentions
• Developed helpful tools for both listening and responding, as well as knowing when and when not to respond to tweets
• Structured a team for facilitating social customer service
• Used Twitter to build brand advocates

You will leave session with best practices for responding to tweets, tops for developing a Twitter content strategy, Twitter campaign ideas that generate buzz as well as popular types of Twitter content.

Stephanie Scott, Social Media Specialist
American Airlines

3:00 p.m.

Afternoon Refreshment & Networking Break

3:10 p.m.

How To Reinvent Your Brand Through A Successful Viral Video Campaign

Corning Incorporated, a 160-year-old glass company, changed the way the world thinks about glass in February 2011 when they launched a viral video.  With over 20 million views on YouTube to date, “A Day Made of Glass” portrays Corning’s vision for the future of glass technologies and helped to reinvent the Corning brand.  The video opened doors to many new customer relationships and business opportunities, and created quite a buzz around the globe.

In this innovative session, you will learn more about how this B2B initiative made a significant, measurable impact. Specifically, you will learn how Corning:

• Expanded their reach to educational institutions, small businesses, corporations and non-profit organizations to demonstrate how the future of technology can influence the social media landscape
• Depicted the future of their brand via multiple YouTube videos

You will leave this session with new tips for creating buzz around your own brand campaigns.

Lisa A. Burns, Director, Corporate Marketing & Branding
CORNING INCORPORATED

3:40 p.m.

Idea Exchange: Questions, Feedback, Collaboration

3:50 p.m.
Chairperson’s Recap: Key Takeaways And What To Do When You Get Back To The Office

We’ll recap the highlights of the past two days and ask you to share key insights and next steps with the group.

4:10 p.m.

Close Of General Sessions