8:00 a.m.
Registration & Continental Breakfast

8:30 a.m.
Chairpersons’ Welcome & Opening Remarks

Dave Fleet, Senior Consultant
THORNLEY FALLIS COMMUNICATIONS and 76DESIGN
Conference Co-Chair

David Alston, VP Marketing & Community
RADIAN6
Conference Co-Chair

8:45 a.m.

Setting Up And Managing Social Media In Your Organization

You're enthused about social media. You see its potential to change the way you and your company relate to your customers, your industry and those who share your interests. And you want to seize these opportunities.

So, what do you do?

Joseph Thornley asked himself this question in 2005 as he decided to launch Thornley Fallis and 76design into the world of social media. He will talk about the approach he and his company adopted. What worked? What didn’t? What mistakes did they make? What lessons did they learn?

In this session, you'll gain insight into the do's and don'ts of bringing social media to your organization. Profit from Thornley Fallis and 76design's experience to gain insight into the pitfalls that you can avoid and the best practices you can adopt.

Dave Fleet, Senior Consultant
THORNLEY FALLIS COMMUNICATIONS and 76DESIGN

9:30 a.m.

Speed Networking

You'll have a chance to meet and greet fellow attendees in this fun and fast-paced forum.

10:30 a.m.

Using Social Media To Connect With Your Audience

Microsoft Canada has been at the forefront of pioneers in implementing social media as a cutting-edge tool to connect with its community. Find out how Microsoft's evangelists use social media to keep the conversation going, what their corporate blogging best practices are and how to manage the challenges that might arise.

• Leverage social media to engage your consumers and generate momentum around your ideas
• Use your corporate blog as a networking tool and extension of your activities to maintain an on-going relationship with your clients
• Extend the reach of your blog with other social media tools
• Focus on the approach and style of your activity versus content
• Decide to Twitter or not to Twitter

Barnaby Jeans, Audience Marketing Manager
MICROSOFT CANADA

11:15 a.m.

Mastering Social Media: How To Identify, Use And Maximize The Best Tools For Your Business

You've heard the term "social media" and you've read numerous articles about how businesses are using it. But is it right for your business? Where do you start and how do you measure its value? Should you use it for PR, customer service, business development or something else?

During this session, you'll learn just how powerful social media can be and how it can be effective across different aspects of business. Receive step-by-step advice on how to become involved, or convince your organization to get involved, in social media initiatives today. Hear real-life examples from both traditional and emerging businesses that have used social media to enhance customer communications, bolster business development and extend marketing initiatives. In addition, you will learn that, like any traditional communications effort, social media campaigns can be difficult to measure, but not impossible.

You will hear why – and how -PerkettPR embraced social networks such as Facebook, Twitter, LinkedIn, video channels and more, and how doing so expanded their business. You will walk away with the tips, tools, and techniques to truly understand, navigate and embrace the opportunities available for your organization – and appropriate for your goals - in a social-media driven world.

• Understand social media tools and identify the ones that can best work for you
• Embrace and ensure social media etiquette and avoid damaging mistakes
• Extend customer relations and service, branding and marketing
• Maximize business effectiveness and promote the ROI to your own C-Suite

Christine Perkett, President and Founder
PERKETTPR, INC.

Lisa Dilg, Director
PERKETTPR, INC.

12:00 p.m.

Harnessing The Power Of Wikis: Facilitating Scientific Collaboration And Practice Change

The Child and Adolescent Functional Assessment Scale (CAFAS) is used to assess the degree of functional impairment in children and adolescents with emotional, behavioural, or substance use problems. With close to 200 clinics across Ontario performing thousands of CAFAS evaluations, managing the tacit knowledge and collecting and sharing best practices can be challenging.

This session will share how SickKids is successfully using wikis and social networking software to help clinicians learn, share, and work more effectively together.

You also will learn how the SickKids is organizing and running face-to-face conferences, and how scientists and collaborators around the world are now working together via wikis to plan research and author books and research papers.

• Harness the power of wikis to develop and manage collective knowledge
• Use wikis to manage and share content
• Permit global scientific collaboration efficiently in real time

Dr. Bruce Ferguson, Director, Community Health Systems Resource Group
THE HOSPITAL FOR SICK CHILDREN (SICKKIDS)

Alan Lepofsky, Director of Marketing
SOCIALTEXT

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to join others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

2:15 p.m.

Using Social Media To "Talk" To Employees

Uponor is a leader in plumbing, radiant heating and fire safety systems with offices across North America, and around the world. With employees located from British Columbia to Quebec and all across the U.S., the challenge for the North American team is to find captivating, engaging methods of effectively communicating with all employees.

That’s why Uponor has made social media a key component of its marketing strategy for 2009. Uponor has embraced and launched a number of social media tools, including: Facebook, MySpace, YouTube, Linkedin and Twitter, to inform and engage employees at all levels in the organization about what is going on in the company and, more importantly, to create excitement and dialogue.

Uponor will be actively promoting social media this year and measuring the impact that these tools are having, in terms of participation and engagement, with employees.

• Build two-way communication and foster deeper relationships among your employees
• Communicate your company’s message across the organization
• Create a platform for your employees’ ideas and turn their visions into realities

Gabriel Mederos, Communications Manager, Canada
UPONOR, LTD.

3:00 p.m.

How To Use Social Media To Drive Change: How Social Media Helped A Student Mobilize A Social Movement In 30 Days

Using Facebook, Wordpress, Twitter and Youtube, an average ‘kid’ with above-average dreams was able to start a program that raised $3,000 in 30 days. The Give the Gift of Giving movement was created to help children and families who are fighting terminal diseases such as cancer and HIV, allowing them to enjoy what might be their last holiday together.

• The development of technology reduces barriers to entry for activism
• Social media can be used by anyone to communicate their message
• Your organization can use social media to mobilize change campaigns

Daniel Patricio, Founder
GIVE THE GIFT OF GIVING

4:05 p.m.

How To Use Social Media To Promote Creativity, Make Positive Social Changes, And Connect People

Mobile Jam Fest (MJF, www.mobilejamfest.com) is an international mobile arts festival for youth aged 14-29. It works with non-profits, governments and schools to connect youth through arts-based mobile programming. Throughout the year youth are challenged to create dynamic media in the areas of mobile film, photography and music.

Moving into their 4 year, MJF's mission is to promote mobile creativity in all forms, as well as encourage youth to use mobile technology to communicate and become active global citizens and make positive social changes.

MJF was built not only to be an outstanding festival but to also use the platform capacity and share with other organizations. Two sites have already been built off of this platform (www.planyouth.org and www.directorsofchange.com)

• MJF’s milestones and successes
• How to integrate social media in a multi-platform initiative
• Putting the "social" back in social media - How to harness the power of social media to connect classrooms around the world and provide youth with a face to issues happening around the world
• Sharing platform capacity – How other organizations use MJF platforms

Craig Goodwill, Founder
MOBILE JAM FEST

Evelyn So, President
NOESIUM CONSULTING, INC.

4:50 p.m.

Close of Day One

5:00 p.m.

Networking Reception: Please Join Us!

We invite you to join us for a drink as you relax with your peers. All conference 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 Toronto's fine dining while you continue to network with your colleagues.