The Corporate Social Media Summit New York

The Fourth Annual

Corporate Social Media Summit New York

Superior marketing response, sharper corporate decision-making, enhanced innovation and a happier, more loyal customer:

Become a social business

LOOK INSIDE to check out our top level social media and marketing speakers and business-focused agenda

Speakers include:

Two day business conference, June 12-13, 2013The New Yorker Hotel, New York

#CSMNYusefulsocialmedia.com/newyork

A practical and interactive business conference built for social media, marketing and communications executives:

MasterCard WorldwideAlfredo GangotenaChief Marketing Officer

The Hertz CorporationBob Stuart

Chief Marketing Officer

Outback SteakhouseMike Kappitt


Sears & K Mart Seasonal and Outdoor Living

Jennifer DominiquiniChief Marketing Officer

Footlocker/EastbayDave Lokes


GET BEST praCTiCE FrOM THE GLOBaL LEadErS: Exclusive strategic insight on the future of social from 8 Chief Marketing Officers from some of the biggest brands in the world.

GET CLOSEr TO yOur CuSTOMErS THrOuGH yOur SOCiaL STraTEGy: Build valuable relationships, humanize your brand and become customer centric to enhance long-term customer loyalty.

STand OuT in a HiGHLy COMpETiTivE MarKET: Become a social business, achieve consistency of message and differentiate your company.

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Co-sponsors:

As a social media professional, are your top priorities customer service, web technology and content engagement? According to Webtrends, they should be!

But according to Forbes, the vast majority of social media directors are still using social simply as a marketing tool.

It’s not good enough anymore. With this limited view, you will fall behind your competition.

Are you prepared to take your social activity across mobile? Can you consistently pull together valuable and interactive content? Do you create the perfect customer experience 24/7?

If you answered no to any of the above, and you want to leverage social for benefits across your whole company, then join us on June 12-13th in New York.

The Corporate Social Media Summit will address many of the pressing issues surrounding social media for business – as defined by your peers - including internal integration, engaging your community and creating a content strategy.

We’ve recruited some of the world’s finest corporate experts to share best practice with you and answer all your difficult questions– big names already include: Mcdonald’s, Southwest airlines, dell, Hershey’s, FedEx, Hertz Corporation, MasterCard and Sears.

Social media is the most transparent and personal communication channel out there – and allows you to get closer to your consumers than ever before.

To do this most effectively you need to look beyond your marketing department. And that’s why 2013’s Corporate Social Media Summit moves away from just marketing – and targets your biggest challenges in this increasingly complex social world. Obviously, marketing is still key – and we’ll still spend time discussing the finer points, too. Learn how to:

• Drivebrandawarenessandensurelong-termgrowth:Becomeapartofyourcommunity, offer value, and leverage your advocates.

• Embedsocialacrossmorethanjustmarketingtoensuretransparency,competitiveness and expand your customer relationship beyond sales.

• ProvidetheultimateuserexperiencewithSoLoMo:Advanceyoursocialmediastrategy and encourage on-the-go engagement to improve consumer accessibility and drive sales.

Ensure you don’t miss out on this opportunity to learn from global CMOs and Senior vice presidents from across business: reserve your ticket for this sell-out event.

I look forward to seeing you in New York on June 12 and 13.

Sincerely,

Hayley dunnUseful Social Media

Social media is more than just a part of your marketing mix – it is becoming fundamental to every aspect of your business.

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Why attend our flagship Summit in new york?

LEaDINg INSIght frOM LEaDINg CMOs: C-suite executives will share their insights from the very top. Our line-up includes Hertz Corporation, MasterCard, Outback Steakhouse, Sears and Footlocker. CMOs give a different perspective to social execs – they know where social is headed and can share the decisions and strategies that will have impact on you

DOUbLE thE SESSIONS, DOUbLE thE LEarNINg: Introducing two tracks across the afternoon (day1) and morning (day2) – allowing you to tailor both days to your specific needs. Whether you work for a B2B or B2C company we have targeted sessions designed for you.

bENChMarK agaINSt aND LEarN frOM 300+ COrpOratE pEErS: With over 16 hours of best practice and future strategy planning. New interactive formats delivering you an in-depth debate which delves into your biggest issues – so you take-away solutions which can be put into action.

Dewayne HankinsDirector of Social Media, Los Angeles Kings

You literally couldn’t walk away without taking something you could use in your business

Amy SherwoodVice President - Public Relations & Consumer Affairs, YUM! Brands

The summit is highly worthwhile and an excellent way to gain actionable insights

Steve WalczakCertified Service Advertising & Social Media Manager, GM

Willingness of the various organizations to share their social media wins and challenges was very enlightening

Ashley BetzendahlSocial Media Coordinator,Goddard System

CSMNY is the best social media conference. Great speakers, great content, great brands!

Stephanie ScottSocial Media Specialist,American Airlines

Loved it – awesome!

FeeDBAcK FroM tHe corporAte SociAL MeDiA SuMMit in 2012:

What’S NEW fOr thE #CSMNY SUMMIt IN 2013?

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usefulsocialmedia.com/newyork #CSMNYJoin the conversation! You can get involved at:

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DAY 1 / MOrninG

KEy cMo Keynote plenary Sessions B2c Specific B2B Specific customer care other

FedExVictor reissDirector Digital and Social Media

McdonaldsHeather oldani Senior Director of Communications

Southwest airlinesLinda rutherfordVice President of Communication and Strategic Outreach


Map out how to move beyond marketing: Your role in embedding social across multiple departments in your companyIt’s essential to realise that social isn’t simply a way to do marketing - it’s a whole new way of doing business. According to IBM, companies that embed social strategy across more than simply the marketing department drive real business value and create competitive advantage.Your role is critical. As head of social media, you need to help lay the foundations of a corporate social infrastructure – and in this session you’ll learn how to do just that:• Plan the system, develop the infrastructure: Learn the best ways to create a system which allows full social

integration and synergy across your business • Give your employees and colleagues the tools to succeed: Empower your biggest assets to make the right decisions

and be a critical asset in your social plans act decisively for the benefit of your social strategy • Understand when to collaborate: Ensure you’re able to plan the levels at which cross collaboration is essential

so you can achieve an even better internal communication flow• Overcome conflicts of interest across multiple departments: Ensure your colleagues work in harmony to achieve

corporate goals quicker

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facebook.com/usefulsocialmedia@usefulsocial linkd.in/USMgroupGet involved at:

OpEninG KEynOTE

Social in context: Learn from CMOs about how social media fits into broader marketing and business strategy


Sears & K Mart Seasonal and Outdoor LivingJennifer DominiquiniChief Marketing Officer

The Hertz CorporationBob StuartChief Marketing Officer

Footlocker/EastbayDave LokesChief Marketing Officer

Organic valley/ CrOpp Cooperativetheresa MarquezChief Mission Executive

Outback SteakhouseMike KappittChief Marketing Officer

restaurant.comchristopher KrohnPresident and Chief Marketing Officer

The Hertz CorporationJoseph eckrothChief Innovation Officer

CEOs and CMOs have a vital role to play in leveraging social across business. Their decisions impact on every aspect of your own role.According to Marketing Charts, CMOs project big increases in social media spending in the next 5 years. Things are changing and you need to understand C-suite intentions to align and evolve your own. In this session, you’ll hear direct from international CMOs on: • Social Media integration: Understand how your role in social media is

integrated into a wider marketing strategy - so you know what goals you need to aim at

• The multi-channel marketing mix: How a holistic marketing approach will create a consistent customer experience – and your role in the multi-channel mix

• How the board assess social media success: Get insight on the standards and metrics you’re held accountable to – and how you can achieve them!

ChobaniJohn HeathChief Marketing Officer

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put your new social infrastructure in place: Enhance consumer experience through well-managed multi-departmental social engagementOnce you have broken down internal silos, set out a road-map and encouraged collaboration across your company, you’ve got to start walking the walk. Whether you are faced with a crisis, customer issue or simply want to engage your online customers, you need to ensure the strategy you’ve put in place works in the real world. In this session you’ll learn:: • How to ensure different departments deliver consistent solutions - guarantee all departments engage your

customers with one voice• Engage across multiple markets: Deliver your core messages, while adapting to different cultural expectations• Define the triggers for multi-departmental involvement: Know when different departments need to collaborate

to solve issues and leverage opportunities

Energize your advocates to build authentic relationships: become a valued part of your community, interact with purpose and spot new engagement opportunitiesAs social media evolves, building authentic relationships - as opposed to building follower numbers - is becoming increasingly important for brands. Your business needs to become the center of the community, a trusted partner and ‘friend’. You achieve that, and you will benefit from a wealth of information and insight. You’ll ensure you keep in line with changes in your industry, and in consumer demand. Keep ahead of competition by becoming trusted, boosting your reputation and driving long term credibility:• Discover where your community communicates: Identify and rank different discussions channels so you can

prioritize where your company should be spending resources• Grow your own: Foster meaningful online discussions which allow you to build your own engaged community• Become a thought leader: Provide valuable and credible information to attract customers, and drive leads back to

your website

Effective audience segmentation: Understand your customer better for more effective, targeted and precise marketingIt is important to realize that no consumer is the same. Every individual you’re trying to engage has a different set of tastes, needs and preferences. Fortunately, social media data gives you a better opportunity than ever before to get a truly 360-degree view of your customer. Once you’ve got that, you can enhance your customer’s experience with targeted messages that are engaging, personalized and differentiated:• Spot an audience: Take your worldwide community of customers and break it down into different niche groups• Identify your customer’s needs: Understand their behaviours, preferences and desires - so you can target your

messages accordingly - ensuring relevance• Build trust and relationships: Use social media to provide value to subsets of your customer base and engage

in a way that allows your consumers to feel a connection with your brand


DAY 1 / MOrninG

Wells FargoKimarie MatthewsVice President Social Web

Oxygen MediaHarleen KathlonSenior Vice President

pETCO animal Supplies inc Katherine Smith Director Social Media

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usefulsocialmedia.com/newyork #CSMNYJoin the conversation! You can get involved at:

Whole Foods MarketBill tolanySenior Director, Marketing & Integrated Media

The Home depotJean niemiDirector of Social Media

araMarKtom carusonaSenior Director, Digital & Social Media

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how to find and leverage your key influencers: generate awareness and build a buzz for your brand with the support and backing of highly influential evangelistsForrester has found that 13.4% of US adults create 80% of the influential content online. That shows you how essential it is to identify and then engage these influencers. Identifying key figures in the industry can significantly impact your reach, reputation and customer loyalty. Social gives you great opportunity to do this – but brings additional challenges. You’ve got to be faster, more transparent, and truly global to create meaningful relations with these thought-leaders. • Identify key influencers with a large, engaged audience - an audience who cares

about what your business offers• How to demonstrate you’ll provide influencers with benefits that matter to them:

Ensure they’re excited by, and engaged with, your brand• Take it to the next level: Develop influencer relationships for more proactive

evangelisation and effective brand buildingMichael Kors Farryn Weiner Director of Social Media, WorldwideiZEa ted Murphy CEO

Create exciting, useful and valuable content: Increase engagement, trigger a response and drive online sharing to broaden your company’s reachMake your voice stand out from the crowd and gain competitive advantage by providing value to your customers through content. According to Business Grow, a significant amount of users visit brand sites to consume content – not for freebies and discounts. It’s vital you give them this reason to engage with your brand. You must know how to create compelling - and relevant - content – that engages, but more importantly, drives customers down your sales funnel. Identify your consumer and analyze what is of value to them: Enhance your knowledge of the customer and match content to their needs• Produce content that’s both relevant to your consumers - and aligned with your

brand’s objectives• Create an emotional connection with your brand via experiential marketing:

Provoke a long term connection between customer’s emotions and your product/service

ESpn Katie richman Director of Social Media Strategy & Social Product Development The Hershey Company David Witt Director, Global Digital Marketing and Brand PR

Engage influencers to help put your product in front of core customers and lend credibility to your brand It’s important to accept that social media is now a channel that B2B marketers cannot afford to ignore. According to B2BMarketing.com, key influencers play a vital role in influencing decision makers within potential client businesses. Their approval, recommendations and insights about a product/service help to build credibility - and lift your brand’s reputation amongst potential customers. In this session you will learn how to identify, nurture and leverage thought leaders to get exposure to - and business from – a new client base.• IDENTIFY: Build a network of advocates: Identify which influencers can help

your products be seen• ENGAGE: Build mutually-beneficial relationships to enhance your industry

presence • DELIVER: Techniques to ensure key advocates act to help you - broaden

reach, boost reputation, and get more business dell cory edwards Director of Social Media and Corporate Reputation

get more interesting: Learn how to take an underwhelming product or service – and focus on the positives to turn it into engaging contentAccording to BtoB Magazine, 82% of B2B marketers believe that strong content is critical to boosting presence online. Therefore, it’s obvious that distributing content through social media should be top of your agenda. But when you’re a company that makes cardboard boxes, how can you come up with a continuous stream of interesting, valuable content – on time and under budget?• Understand what you want your content to achieve: Clearly define your content

strategy to ensure it is aligned with your business goals• It’s not just the customer: Learn how content can be used to engage other

critical stakeholder groups – employees, investors and beyond • Understand how to pull out engaging stories from what may be perceived

as a dull industry • Identify the right platforms and audiences to share your content: Leverage

LinkedIn, Facebook and Twitter to ensure you are reaching stakeholders on the channels they use

Sap todd Wilms Senior Director, Social Media Marketing

DAY 1 / aFTErnOOn

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get closer to your customers: Use advanced social CrM strategy to build a fuller picture of your customer-baseThere’s a huge opportunity – social interaction generates a huge amount of data you can use to get a far more complex view of individual customers. Integrate social data into your Customer Relationship Management strategy and you’ll be able to leverage this information for better corporate decision-making:• Discover how to data capture through multiple social touch points and ensure

information is used to inform future customer engagement• Train your team to use sensitive information: Ensure you engage with your

consumers without being intrusive• Distribute data efficiently: Ensure multiple departments reap the benefit

of a fuller customer profileThomson reuters Jen Mcclure Senior Director, Social Media Strategy

Social channels as a helpline: better customer service through social interaction62% of companies have already used social media for customer service resolution. 77% of customers expect to be served in the channel of their choice. If you’re not using social customer service, you’re already behind the curve. And if you are, it takes a whole lot of work to stay ahead of it. Hear how Caterpillar and Ancestry integrate social with customer service for a future-proof, pro-active and engaging strategy: • Using social to resolve, not just spot, individual issues: How to manage

complaints online - and why keeping it in the public domain is a must until absolutely necessary

• Different channel, different approach: Specific tactics and best practice for complaint resolution on Twitter and Facebook

• How to train staff for social complaint resolution: New skills to enhance efficiency, save time and boost customer experience

ancestry.com nick cifuentes Director, Global Social MediaCaterpillar Kevin espinosa Social Media Marketing ManageraT&T phil Bienert SVP, Digital Experience

Incorporate advanced SoLoMo strategy: Deeper engagement through cutting edge integrated marketing techniquesSoLoMo - the combination of social media, location-aware technology and mobile device usage offers huge opportunities to your business. Adding it to your marketing strategy allows new levels of immediacy and advanced targeting. With strong SoLoMo work, you can be sure you are reaching the right consumers - at the right place and time. With over 50% of the US population owning a smart device and 70% using social media (Nielsen, 2012) it is now that you need to integrate your social, local and mobile strategy: • Ensure Social, Local and Mobile work seamlessly together: Target by location,

engage via social and use mobile to deliver messaging at the time when your consumers are most likely to act

• Optimize your mobile site for social interaction – become mobile friendly and provide sharing capabilities to enhance your online and offline reach

• Simplify your user experience to ensure your conversion process captures the right person, at the right time, in the right place

EXprESS eric Gohs Director of Online Marketing

Use social media internally for increased collaboration, innovation and efficiency61% of employees say their company’s social media tools help them collaborate. 60% of employees say use of internal social media demonstrates innovation. And 58% of employees would rather work at a company that uses internal social media effectively.The gains are significant. If you can drive internal adoption of social media, you’ll be able to empower and enthuse employees, trigger interaction, and boost innovation. In this session, we’ll show you how to do exactly that: • Set up an internal platform to allow teams to contribute and collaborate in real

time: Leverage latent internal expertise to help build a more robust business strategy

• Set up policies and training: Make your employees aware of the dos and don’ts for better team-working, and fewer internal disputes

• How to take internal insight and collaborative ideas to define future goals and solutions: Improve employee relationships and business growth by leveraging latent internal expertise

Wells Fargo nathan Bricklin Senior Vice President and Head of Social Business Strategyprotiviti Greg Hedges Managing Director

DAY 2 / MOrninG


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Social media for crisis response: preserve brand reputation with a fast, transparent and empathetic responseIt is no longer acceptable to communicate during a crisis using a press release. It is vital that you reach out directly to your stakeholders for better - more efficient - crisis resolution. Social media creates additional challenges for your crisis response strategy – you need to react more quickly, across multiple platforms, to many different audiences. Overcome the challenges raised by social - create a strategy which allows you to forward plan against potential threats and deal with the unexpected. • Organize and train your team: Provide guidelines, processes and procedures to ensure a quick crisis resolution• Identify and differentiate one-off issues with those that require a coordinated response: Avoid time-wasting and prioritize

your efforts for most efficient resource allocation• Become proactive: Scenario plan to pre-identify solutions for your most common issues

from quantitative to qualitative measurement: analyze the holistic impact your social engagement is having on your businessAccording to Econsultancy, “having 1million ‘likes’ means nothing if they are not engaged”. They’re right. For effective social engagement, one must move beyond basic statistics. It is essential that you have an in-depth overview of your company’s performance in order to drive future success. Social interaction offers unprecedented levels of data – unprecedented insight on impact, customer sentiment and more. But it all goes to waste unless you’re tracking it.• Shift your measurement from clicks to comments: Understand the sentiment of your consumer’s conversation so you

can analyze the effect that social has on your brand’s reputation• Measure your customer relationships: How relevant, quick and accurate are you are when engaging with potential

or existing customers?• Analyze how your online community is sharing your content - the reach your postings achieve - and how this ties back

into revenue generation

Establish the right framework to capture, manage and analyze social data – for an improved future business strategyWith the explosion of social media data, your company has more information than ever before to guide activity, strategy and future performance.But to leverage it, you need to know how to capture this data, then analyze it and act. It is most vital to have a clear strategy to deal with this data - so you can forward plan to meet the demands of your consumers. In this session we will prepare you will the tools and tactics that you need - to turn your data into actionable insight. • Capture relevant information: Enable relevant data to be captured throughout your social media engagement to ensure

this is logged for future use• Take new information and distribute it correctly: Ensure your provide new insight to the right person which will define

your business strategy moving forward• Inform content, marketing and product development decisions: Use social data to decide where to focus your next efforts

DAY 2 / aFTErnOOn


ring CentralBaochi nguyenDirector of Social Strategy

procter & Gamblepaul FoxDirector, Corporate Communications

JetBlue airways CorpJenny DervinVice President Corporate Communications

L’OrealGeorges-edouard DiasChief Digital Officer

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General MillsKirstie FosterDirector of Public Relations and Social Media

nETWOrKinG

73% Corporates

23% Service providers

4% Journalists & institutions

Who’s in the roomHere’s a sample of some of the leading brands who attended in 2012

26% Managers

3% Senior Managers

33% directors

4% CEOs

21% Other

13% vice presidents

The Corporate Social Media SummitJune 12-13, 2013 The New Yorker, New York CityREGISTERNOW

CALL US +1 800 814 34 59 EMAILUS: [email protected]

terMS & conDitionS Places are transferable without any charge. Cancellations after 26 April 2013 incur an administrative charge of 25%. If you cancel your registration after 17 May 2013 we will be obliged to charge the full fee. Please note – you must notify Useful Social Media in writing of a cancellation, or we will be obliged to charge the full fee. The organizers reserve the right to make changes to the programme without notice. All prices displayed are exclusive of VAT unless otherwise stated, but VAT will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT

Standard

+ Access to presentation slides post-conference

Book by March 22 $1395 SavE $400Book by May 3 $1645 SavE $150Full price $1795




premium

+ Access to presentation slides post-conference+ Mp3s of every session at the conference



platinum

+ Access to presentation slides post-conference+ Mp3s of every session at the conference inCLudES nEW 56-paGE BuSinESS rEpOrT

register for a Diamond pass and receive a copy of our brand new report. the report will help you utilize the power of social media to preserve and enhance your company’s reputation.

I WOrK fOr a braND / COrpOratE

I WOrK fOr aN agENCY / SOLUtION prOvIDErChoose Your pass

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ONLINE: usefulsocialmedia.com/newyork

ALL pASSeS incLuDe:

Access to all sessions,

lunches + drinks reception

Join the conversation! You can follow us at:facebook.com/usefulsocialmedia@usefulsocial linkd.in/USMgroup

Hear from 30+ corporate marketing and social media leaders:


Wells FargoKimarie MatthewsVice President Social Web

The Hershey CompanyDavid WittDirector, Global Digital Marketing and Brand PR

Whole Foods MarketBill tolanySenior Director, Marketing & Integrated Media

Sears & K Mart Seasonal and Outdoor LivingJennifer DominiquiniChief Marketing Officer

Oxygen MediaHarleen KathlonSenior Vice President

procter & Gamblepaul FoxDirector, Corporate Communications

Saptodd WilmsSenior Director, Social Media Marketing

Organic valley/ CrOpp Cooperativetheresa MarquezChief Mission Executive

The Home depotJean niemiDirector of Social Media

ancestry.comnick cifuentesDirector, Global Social Media

LEGO GroupLars SilberbauerHead of Social Media,

Outback SteakhouseMike KappittChief Marketing Officer

dellcory edwardsDirector of Social Media and Corporate Reputation

FedExVictor reissDirector Digital and Social Media

american airlinesJonathan pierceDirector, Social Communications

The Hertz CorporationBob StuartChief Marketing Officer

Bank of americaemily BergSenior Vice President Social Media

McdonaldsHeather oldani Senior Director of Communications

CaterpillarKevin espinosaSocial Media Marketing Manager

Footlocker/EastbayDave LokesChief Marketing Officer

Wells Fargonathan BricklinSenior Vice President and Head of Social Business Strategy

Thomson reutersJen McclureSenior Director, Social Media Strategy

araMarKtom carusonaSenior Director, Digital & Social Media

restaurant.comchristopher KrohnPresident and Chief Marketing Officer

Southwest airlinesLinda rutherfordVice President of Communication and Strategic Outreach

EXprESSeric GohsDirector of Online Marketing

ring CentralBaochi nguyenDirector of Social Strategy

Two day business conference, June 12-13, 2013The New Yorker Hotel, New York

#CSMNYusefulsocialmedia.com/newyork

Superior marketing response, sharper corporate decision-making, enhanced innovation and a happier, more loyal customer:


JetBlue airways CorpJenny DervinVice President Corporate Communications

ESpnKatie richmanDirector of Social Media Strategy & Social Product Development

L’OrealGeorges-edouard DiasChief Digital Officer

Michael KorsFarryn WeinerDirector of Social Media, Worldwide

USM

The Fourth Annual

Corporate Social Media Summit New York

The Hertz CorporationJoseph eckrothChief Innovation Officer

iZEated MurphyCEO

General MillsKirstie FosterDirector of Public Relations and Social Media

ChobaniJohn HeathChief Marketing Officer

aT&Tphil BienertSVP, Digital Experience

protivitiGreg HedgesManaging Director

Documents

The Corporate Social Media Summit New York