Conference Overview Home Speakers 1 Register Sponsorships Day One Agenda Speakers 2 Conference Blog About ESM 08 Day Two Agenda Venue Speakers Blog Feed Conference Community Day 1: May 21, 2008 7:30-9:00 REGISTRATION SIGN-IN & CONTINENTAL BREAKFAST 8:45 GREETINGS & STAGE SETTING John Gerstner, President, Communitelligence, Inc Jake McKee Principal, Ant's Eye View Conference Moderator 9:00-12:00 EXPERTS 1onONE WORKSHOPS Each workshop drills down into the topic in sufficient detail to provide attendees with a good understanding of the topic, including background, issues and trends. The interactive portion of each workshop will allow time to get individual questions answered. Choose between: Effective Social Media: Straight-Forward Strategies You Need to Know to Get Measurable & Memorable Results Lena West CEO & Chief Strategist, xynoMedia Technology From Seesmic to Digg: An Executive Survey of Social Media Tools & Resources for PR, Marketing & Customer Service Brian Solis President, FutureWorks, author, PR 2.0 Blog and co-author of Now is Gone Leading By Listening & Engaging With The New Media Landscape Phil Gomes Senior Counsel, Online Communications, Edelman Worldwide 12:00 LUNCHEON KEYNOTE Blendtec Will it Blend? Using viral videos to build an international brand George Wright Marketing Director Blendtec's WillItBlend.com Afternoon SOCIAL SHUFFLE Each session begins with Discussion Leaders setting the stage, and then drawing out the real-world questions, issues -- and wisdom in the group. Choose between: Any topic you would like to discuss? Take the Social Shuffle Survey 1:30-2:00 Roundtable 1: With whom and where in the organization should the responsibility for deploying social media be placed - and how are the programs best coordinated? Leader: Nathan Gilliatt Principal Social Target LLC Roundtable 2: Should employees be allowed to use the social networking sites like Facebook & YouTube at work? What is the best employee social media policy? Leader: Chris Heuer Partner The Conversation Group Roundtable 3: How do protect your brand from a negative blog wildfire, and how do you fight back if it happens? On the positive side, how can social media tools be used for crisis communications? Leader Jeremy Pepper POP! PR 2:00-2:30 Roundtable 4: How are social media tools being used beyond marketing and PR? What is working in the areas of employee communication, collaboration, customer feedback and product innovation, etc.? Leader: Linda Zimmer Founder-President, MarCom: Interactive Roundtable 5: What are the best processes to gain management support for social media programs? Are authenticity and transparency just catchphrases? Leader: Lena West CEO & Chief Strategist xynoMedia Technology Roundtable 6: What are the best ways to measure the ROI of social media programs? What are the latest tools and trends? Leader: Jake McKee Principal, Ant's Eye View 2:30-3:00 SOCIAL MEDIA RESISTANCE SURVEY - Preliminary Findings Dr. Francis Pereira, Director of Industry Research at the Institute for Communication Technology (CTM), Marshall School of Business, University of Southern California To take the survey, go to: www.Communitelligence.com/ExecutingSocialMedia 3:00-3:30 Roundtable 7: What are the best ways to reduce social media resistance in our organizations? Leader: Dr. Francis Pereira Director of Industry Research University of Southern California Roundtable 8 How can brands survive in the new media universe? Leader: Serena Ehrlich Senior Account Manager Business Wire Roundtable 9: Online Reputation Management: What criteria should you use to select from the new external services you can use for monitoring and measuring social media activity? Leader: Sally Falkow Principal, Expansion Plus Inc 3:30-4:00 Roundtable 10: Changing the tone of corporate communications to increase engagement with social media. Leader: Jennifer McKasson New Media Technologies Specialist Avanade Roundtable 11: How should corporate communicators handle false info on Wikipedia and other user-generated sites? Leader: Andromeda Edison CEO, Internet Image Management Edison Group Roundtable12: Attendees Choice 4:00-4:30 Wrap-up Conclusions/Learnings 6:00-7:30 Evening Cocktail Reception Evening Dine-arounds Expanded Workshop Descriptions Lena West: Effective Social Media: Straight-Forward Strategies You Need to Know to Get Measurable & Memorable Results If you're tired of attending conferences, learning a bunch of great information only to return to the office to have real life edge in and sweep all your new innovative ideas down the "I'm-too-busy" drain. This interactive workshop will give you the need-to-know information to create your organization's social media strategy and formulate a completely painless, do-able implementation plan. During this session, you will learn: How to link social media with overall business goals The six 'slices' of the social media 'pie' and which will work best based on your goals How to fit social media into an overloaded schedule What to do to make sure you get the right people on your 'social media bus' How to evaluate social media consultants to ensure that you select a winning team How to measure, when to measure, and which metrics to use, to track your social media success ...and other tips and tricks only experts know Phil Gomes: Leading By Listening & Engaging With The New Media Landscape The strange irony in modern PR is that, while many attempt to convey the value of conversation online, the message is too often delivered in the form of a lecture. Here, we'll keep the lecture to a minimum and concentrate on what you want to learn and how it affects your company or brand. During this session, we'll be: Undergoing "live fire" searches to unearth relevant conversations about the companies represented in the class. Discussing how online engagement fits into the overall marketing and public relations mix. Developing a framework for building and integrating online community engagement programs. Brian Solis: From Friendfeed to Digg: An Executive Survey of Social Media Tools & Resources We live in interesting times. We’re currently enthralled in an immersive, confusing, and definitive transition in our “day job.” If you don’t engage, your competition will. So become a Social Media sociologist, not a cultural voyeur -- and let's get to work. Bookmarks Ma.gnolia, Delicious, Diigo, StumbleUpon Crowdsourced Content Digg, Yahoo Buzz, Mixx Conversations Google Alerts, Blogpulse, Radian6, Ask.com, BuzzLogic, Google Blog Search Blog Communities Blogged.com, MyBlogLog, BlogCatalog Micromedia Tweetscan, Twemes, TwitterLocal, FriendFeed Social Networks MySpace, Bebo, Ning, Facebook, Friendfeed, LinkedIn Customers YahooGroups, GoogleGroups, GetSatisfaction Luncheon Keynote George Wright: Blendtec Will it Blend? Using viral videos to build an international brand Three weeks after posting viral videos on YouTube, a little-known blender company ended up on The Today Show. George Wright, VP of marketing and sales for Blendtec will let you in on this case study and other key strategies for launching a successful viral video campaign on a tight budget. You will learn: Insight into how Will it Blend? was created How to incorporate corporate messaging into viral video Keys elements that will help you to create your own successful viral video George will also perform a live demonstration of extreme blending... a must see!!

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