8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairpersons' Opening Of Day Two & Presentation: Customers Are "Calling Your Brand" Through Social Media Channels – Practical Approaches You Can Use Immediately To "Answer The Call"

Companies pride themselves on listening to and engaging with their customers through traditional channels such as call centres, store fronts, service centres, websites, and help desks. They have also built their brands on a solid foundation of amazing customer service.

So, why are they risking their valuable brand equity by ignoring the hundreds, thousands and, in some cases, millions of customers and potential, future customers trying to reach out to them via social media channels - especially when this ignoring behaviour is out in the open for Google and other search engines to cache and for everyone to see?

• Top 10+ reasons why your brand should be listening to social media
• Steps to take to evolve from listening, to engaging, to building a community – and practical approaches that you can start using immediately
• ROI of listening to customers vs. the ROI of ignoring them
• Case studies, examples and simple/unique ways to use various social media tools

David Alston, VP Marketing and Community
RADIAN6

9:25 a.m.

How To Integrate Social Media Into Your Traditional Marketing And Communications Campaigns For Maximum Results

Social media is a broad term, meaning many things to many people. So, how do you pick and choose what it can mean to you? What’s best for your organization? Which social media tools will deliver the most impact to your marketing campaigns? Finally, how can consistent social media efforts help drive revenue? This session will start to break social media down into its constituent parts so you can begin to make sense of it all.

• Integrate social media with traditional marketing, and to successfully leverage social media to promote your brands and content
• Drive your business's bottom line by using social media and how it can deliver measurable ROI
• Find your own approach to understand what social media tools will work for your organization

You will also receive a takeaway tip sheet of the industry's best kept secret resources and how to use them for your own organization's social media successes.

Will Eagle, Digital Marketing Manager
THE MUCH MTV GROUP

10:30 a.m.

Fusing A Social Media Strategy With A Traditional Communications Plan To Drive Revenue And Audience Exposure

Social media represents a new culture and form of communications. It's a space that arts organizations can naturally extend into given their focus on content and community.

• Fuse with a traditional communications plan
• Develop deeper engagement with audiences and generate a larger share of voice in marketing and public relations
• Drive more revenue through sales and attendance

Eli Singer, Social Media Strategist
ENTRINSIC

11:15 a.m.

Social Media Anti-Patterns, Metrics And ROI: Avoiding Common Pitfalls And Speeding Up Your Organization's Web 2.0 Success

In software engineering, an anti-pattern is a design pattern that appears to be a good idea but is ineffective or far from optimal in practice, taking you from a problem to a bad solution. Some educators claim that we learn more from errors than from successes, hence the value of identifying anti-patterns.

The powerful combination of buzz and herd behaviour has led companies in traditional industries to invest in blogs, wikis, social networking and other so-called Web 2.0 tools and services, to foster collaboration and knowledge sharing and to reach out to clients and business partners. However, for many of them, results have been lukewarm at best.

This session will explore some of the common anti-patterns observed in global enterprises that may explain why some of the benefits of Web 2.0 are not materializing fast enough, and will provide recommendations on how your organization can avoid common pitfalls.

• How to implement and use an ROI model or measurement framework
• How to overcome a dominant command-and-control corporate culture
• The perceived risks around Web 2.0

Aaron Kim, Senior Managing Consultant, Emerging Technologies
IBM GLOBAL BUSINESS SERVICES

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.

1:30 p.m.

Group Exercise

You asked for it, you got it! Interact and discuss how to implement the latest technology tools to assist you in meeting your social media challenges with your fellow attendees and our experienced speakers. You will leave with new tools and ideas for more successfully applying best practices to your own Web 2.0 initiatives.

2:00 p.m.

Mobilizing A Social Media Army To Raise Awareness

War Child Canada is a charity dedicated to providing urgently needed humanitarian assistance to war-affected children around the world. As part of its efforts to generate awareness, support, and advocacy for children's rights everywhere, War Child turned to the Web to drive awareness of its alarming message: Canadians' lack of action in helping the world's child soldiers is tantamount to supporting their proliferation.

• How War Child used a suite of free online tools to make its "Help Child Soldiers Fight" video go truly viral in a matter of days
• The importance of integrating an online newsroom, Facebook Page, YouTube channel, Twitter account and other new media sites
• That reaching out to bloggers is much more than e-mailing news releases en masse
• Why committing to your community beyond the campaign leads to real connections, true engagement and additional opportunities to raise funds

Hear about the War Child campaign as they explain the strategies, tools and tactics behind mobilizing a social media army to battle the issue of child soldiers.

James Topham Director, Marketing and Fundraising
WAR CHILD CANADA

David Jones, Vice President, Digital
HILL AND KNOWLTON CANADA

3:00 p.m.

How To Make Social Media An Integral Part Of Your Organization's Strategy And Anatomy

In this session, you will learn how one of the world’s fastest growing mobile startups, Viigo, leverages social media as an integral part of its business development. From product requirements gathering to corporate branding and customer acquisition all the way to customer care and retention, social media is now a fundamental backbone of the company’s strategy.

Not only is Viigo active in social spheres such as Twitter, Facebook, Linked-in, Bebo and Plaxo, social media is actually integrated directly into the product itself, and is a key foundation of the viral growth strategies of the company.

• Understanding which tools to incorporate first
• Incorporating the right tools to promote your brand and product
• Applying social media to your customer service strategy

Mark Ruddock, President & CEO
VIIGO

3:45 p.m.

Monitoring Social Media: Knowing When And How To Take Action While Getting The Most Out Of Your Budget

Firewalls... Technology policies... Flat-lined budgets... Fear of "the new"... These problems plague government communicators, and they may be facts of life for you, too.

If these are things your company struggles with, you could spend a lot of time and money trying to push through a business case... or just accept reality and make do with what you have.

• How to use freely available web tools to monitor conversations about your organization or your issues
• When to take action on what you find, and when to let sleeping Internet dogs lie
• Why all of this matters, and how to sell the boss on the necessity of monitoring the Internet for chatter

You will also learn about the Workplace Safety and Insurance Board of Ontario (WSIB) and their direct experience with social media monitoring. Specifically, you will learn how they gained support from senior management and their technology group, and how they grind it out in the trenches everyday.

Finally, you will take away examples of case studies, sample policies, speaking points for use in conversations with your senior approvers, and the document that got the WSIB around the firewall and onto the social web.

Aaron Wrixon, Senior Issues Analyst
WORKPLACE SAFETY AND INSURANCE BOARD OF ONTARIO

4:30 p.m.
Chairpersons' 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.