Home Day One Agenda Day Two Agenda Register Speakers Venue Conference Blog Feed About Day 2: October 16, 2008                                                                                                Program (pdf)   7:30-8:30 SIGN-IN & CONTINENTAL BREAKFAST 8:30-8:45 WHAT WE LEARNED YESTERDAY & STAGE SETTING  Conference Moderator: Nathan Gilliatt, Principal, Social Target LLC 8:45-9:15 Track 3: LISTENING Every sound social media starts with a well thought out plan for listening to what's being said about an organization on all channels. There are many new and sophisticated tools for monitoring the blogosphere, but you can start on a shoestring. Control Your Online FATE (Find, Analyze, Track & Enlighten) Presenter: Doyle Albee, President and New Media Practice Director, Metzger Associates 9:15-10:00 Embarq Case Study:  Linda O'Neill, General Manager of Customer Operations 10:00-10:15 BREAK 10:15-11:15 Panel: How to Stay On Top of What's Being Said About You - And React On A Dime Moderator: Paul Dyer, Managing Director, COi New Media Scott O. Seydel, Director, Interactive Marketing, American Cancer Society Navigating Social Media  Sara Stutzenstein, Public Relations Manager, Cisco  Debbie Curtis-Magley, Manager of Corporate PR, UPS UPS's experience with online monitoring and blogger engagement  11:15-12:00 Roundtable Discussion #7:  What are some simple and cost-effective methods of listening to conversations about your company on the blogosphere? Leader: TBA Roundtable Discussion #8 What are the basics of creating a social media listening program for your organization? Leader: Paul Dyer Roundtable Discussion #9 What are the best ways to measure the ROI of social media programs? What are the latest tools and trends? Leader: Josh Hallett, Voce Recorder: Jennifer Ekeleme, Matlock Advertising & Public Relations 12:00 LUNCHEON KEYNOTE: 7 Social Media Habits of Highly Effective Brands  Rohit Bhargava, Author, Personality Not Included: Why Companies Lose Their Authenticity--And How Great Brands Get It Back. 1:30-2:00 Track 4: TALKING Some companies are well down the learning curve on deploying the new media tools to build their brand, expand market share, and even gather invaluable market research by forming online customer communities. In this track, we'll be focusing on the basics of formulating a strategy, executing and measuring results. Presenter: Chris Thornton, Chief Marketing Officer, Definition 6 Making Social Media Really Work 2:00-2:45 H&R Block Case Study: Integrate Emerging Media Into A Traditional Brand To Reach New Audiences Paula Drum, Vice President Marketing, H&R Block 2:45-3:00 BREAK 3:00-4:00 Panel: Using Blogs, Podcasts, Vlogs and Online Communities to Achieve PR & Marketing Goals Moderator: Chuck Hester, Corporate Communications Director, iContact Josh Hallett, New Media Strategist, Voce Communications (Sony Playstation) Dave Santucci, VP of Marketing and Communications, Georgia Aquarium   Nick Ayres, Interactive Marketing Manager, The Home Depot How The Home Depot uses New Media 4:00:4:45 Roundtable Discussion #10 What are some key learnings to consider when integrating new and tradition media into your programs? Leader: Jack Holt, Department of Defense Roundtable Discussion #11 How do you use Social Media to develop your personal and professional brand – examples include use of LinkedIn for boosting brand equity and also garnering media coverage. Leader: Chuck Hester, iContact Recorder: Jennifer Ekeleme, Matlock Advertising & Public Relations Roundtable Discussion #12 Attendees' choice: How to promote your company blog so that people actually read it Leader: Paul Dyer, COiNew Media 4:45-5:00 Strategic Wrap-up Highlights of Day 1 and recap by the moderator and attendees 5:00 CONFERENCE CONCLUDES Expanded Agenda: Rohit Bhargava: 7 Social Media Habits of Highly Effective Brands  When it comes to social media, what are the smartest brands doing with social media and what lessons are they learning? In this session, social media expert and author of Personality Not Included, Rohit Bhargava, will give you some inside tips on how to get your organization smarter about social media -- whether you are just starting out, or aiming to take your social media efforts to the next level.  Doyle Albee: Control Your Online FATE (Find, Analyze, Track & Enlighten) There’s a conversation going on about your company whether you choose to acknowledge it or not. This presentation will review ways to determine the best way to get involved and the tools available to help you along the way. Attendees will come away with: • An overview of the conversations that can take place in the blogosphere, the good they can do and the damage they can cause. • Examples – both good and bad – of how companies are communicating in this new world. • Tools that can be used to gather and track information. • Brief overview of best practices in joining the conversation. Paula Drum, H&R Block: Integrate Emerging Media Into A Traditional Brand To Reach New Audiences   H&R Block is the world's largest tax services provider and one of the most recognized brands in America today. With over 13,000 retail offices in the U.S., Block has a physical presence within a five-mile radius of nearly every American home.  However, not everyone is aware that H&R Block also has digital products and is leading innovation.   With emerging media changing the way marketing communications connects with its customers, H&R Block has had to also change to demonstrate that the brand is digitally enabled with great solutions for every tax need from going to a tax professional to using a do-it-yourself digital product.     Learnings: Discussion will cover issues to consider for establishing a monitoring program. How Block is blatantly advertising through social media...and getting away with it        The ins and outs of launching an online community to deepen the customer connection with your brand Lessons learned from using external communities such as FaceBook, YouTube, Twitter and Second Life Scott Seydel: Navigating Social Media The American Cancer Society is a leader among non-profits in leveraging social media as an effective communication channel.  Learn how the ACS continues to build, listen and react to its social media audiences.  How to leverage social media to build online communities How to use social networks as an effective, low-cost communication channel Ways to grow and maintain your social networking audience   Debbie Curtis-Magley: UPS's experience with online monitoring and blogger engagement What to consider when establishing a monitoring program Identifying messaging opportunities through monitoring Turning dissenters into advocates  Nick Ayres: How The Home Depot uses New Media Quick case study on how we used Twitter during Hurricane Gustav to communicate with our customers Thoughts look ahead on how social media impacts our “digital orange apron” Practical tips on selling social media in big companies Chris Thornton: Making Social Media Really Work How to develop a social media initiative that really works Why do so many social media campaigns fail? How do you know if your campaign is working and what should you measure?