8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.

Chairperson's Opening Of Day Two & Presentation:
How To Measure Web 2.0 Content

It's not as hard as you think, but you can track the business value of blogs, podcasts and other social media tools that populate the uncharted territory of Web 2.0-land. In this fast-paced session, you'll learn a strategy that will help you evaluate this new form of communication, determine the true impact of your messages in the social media landscape and why the rules for measuring Web 1.0 content don't apply.

• What to measure in blogs, podcasts and other content-sharing sites
• Why "the conversation" is one of the most critical metrics to gauge
• How to track the effectiveness of your messages in the blogosphere
• How word of mouth on the Web can be a valuable benchmark
• How to measure the business outcome of social media tools
• Where to go online for low-cost tools and trusted advice

Carmine Porco, General Manager & Vice President
Prescient Digital Media

10:00 a.m.

Getting It Done With A Small Team:
Social Media Is "AND" Not "OR"

As one of the oldest Internet services and software companies on the block, Tucows is actively using social media tools to engage their audiences (including customers, prospective customers, employees and interested industry onlookers) both inside and outside the firewall.

In this session, you will hear about their experience with blogs, podcasts, viral video, flickr and other social media tools. You will also get the inside scoop on how a small team manages traditional marketing and communications activities AND a commitment to online conversation.

• Manage corporate blogging, blogger outreach and online reputation management
• Leverage the collaborative power of a wiki to streamline internal process and enhance collaboration
• Build community
• Experiment with a social media release
• And more

Leona Hobbs, Director of Marketing
Tucows Inc.

10:50 a.m.

Reinventing Traditional Corporate Culture Through Social Media And Program Change To Revitalize And Engage A Large, Diverse And Established Organisation

Equitable Life of Canada is a prominent Canadian Insurance company with long-established roots in South Central Ontario. Given the nature of its business, and the long-term service of many of its employees, how can a company introduce significant change, evolve to a more contemporary, interpersonal culture, and fulfill the talent requirements of an aggressive new business plan without disengaging those long-term employees who are comfortable with the status quo?

Social media technology creates opportunities for companies to make creative and meaningful connections with people, connecting across operational levels and functional roles unheard of in previous decades. Even today, many companies baulk at the idea of revealing the candid side of their President or other "C-suite" inhabitants. Yet "who" they are is increasingly as important as "what" they do. In an industry stereotyped as impersonal and bureaucratic, Equitable Life of Canada has consciously stepped outside this traditional culture to leverage new communication possibilities like blogs and interactive portals.

• Social networking tools
• A revitalized company intranet
• Collaboration across organisational boundaries

You'll also learn the three things a company must keep in mind as they evolve from traditional communications channels to an effective mix of traditional and new media tools.

Chris Brown, VP Human Resources
Equitable Life of Canada

Jacqueline Taggart, Senior Consultant
Watson Wyatt Worldwide

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

1:10 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.

1:40 p.m.

How To Use Social Networking Tools And Word Of Mouth To Increase Marketing, Build Community, And Grow Your Organisation

WhipperSnapper is a non-profit gallery run and created entirely by volunteers. It is a downtown space devoted to supporting emerging artists in Canada. The gallery has hosted a wide-range of events, from a Q&A with the Governor General to Ian MacKaye, to National Art Reach sponsored free group shows.

WhipperSnapper is much more than a space - - through social network tools, online blog conversations, flickr images and word of mouth, they've developed a vibrant community. Online communities are so much more than broadcasting. In an event-based business, it's been quite important to acknowledge the post-event coverage as much as the pre-event marketing. By supporting individuals to share and start conversations about real-life gallery experiences with others online, (through YouTube, Facebook and Flickr) they found that they can build a base for future events.

This presentation will share insight on what has been done so far as well as how WhipperSnapper has maintained their online community and work to grow their network.

Specifically, you'll hear:

• WhipperSnapper's experiences with community development online, especially how their online network and physical space work together
• How they've corralled volunteers into helping and caring about the gallery, creating buzz online
• How to use tagging to connect your networks with others - - including how to use delicious, flickr, YouTube and digg to link content and be traceable
• How their experiences translate to other organisations and situations, including tips on timing, message style, thinking outside the box, and keeping things fresh

Jessie Hayes, Web Developer and Administrator
WhipperSnapper Gallery

Chris Altorf, Web Developer and Administrator
WhipperSnapper Gallery

2:45 p.m.

How to Use New Social Media Technologies to Improve Your Employee Communications

The vision and strategy at Canada Post is to be the world leader in providing innovative physical and electronic delivery solutions, creating value for their customers, employees and all Canadians. This session will give you insight into how they are approaching this vision from an Employee Communications stand point.

• How some of the hot emerging trends and technologies in the Web 2.0 world will aid Canada Post in delivering their key messages to employees in a more efficient manner
• The benefits of these trends and technologies to their overall internal communications strategy
• What they are doing now to adopt these trends and technologies
• What the potential impact will be and overall effectiveness of their new strategy and communication approach to Canada Post employees

Learn from the experiences at Canada Post how you, too, can leverage new Web 2.0 technologies to improve employee communications as well as support your organization’s overall efforts to drive change and achieve results.

Brian J. Beehler, Employee Communications
Canada Post Corporation

3:35 p.m.

The TD Canada Trust Facebook Story

In August 2007 TD Canada Trust launched the TD Money Lounge, a Facebook group for university and college students to talk about the financial side of student life. At the end of 2007 the group had over 10,000 members and a well-developed discussion forum.

• Gain insights into the driving forces behind this initiative,
• Learn how it was positioned within the communications mix, key metrics and institutional learnings
• Hear an updated report on the progress of this endeavor

Su McVey, Vice President, Marketing Planning
TD Bank Financial Group

Eli Singer, Director of Social Media
Segal Communications

4:25 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.