Event Details

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Morning Keynote
Steve Rubel - SVP, Director of Insights for Edelman Digital

How To Spark Conversations & Grow Communities
Let's face it - social media is hard, REALLY hard. It flies in the face of everything marketers are trained to do -- craft and deliver a message, measure sales, rinse, and repeat. In contrast, conversations meander and sometimes turn on you. The thought of building communities and actually engaging customers in a conversation often sends experienced marketers into a cold sweat. However, that is all about to change.

In this session, Steve will provide:

    * A framework on how to build a successful and engaged community.
    * A guide on how to get started and how to break down internal resistance.
    * An overview of some success stories and what they can teach anyone interested in social marketing.

Brand Spotlight
Rob Krin - Digital Marketing and Loyalty Manager, Castrol

Castrol Drives Conversations across Communities:
With a goal of increasing loyalty and growing sales, Castrol embarked on an aggressive plan to build a series of communities design to attract and engage car and racing enthusiasts. In just 3 short months Castrol launched an innovative loyalty website to encourage member participation and surrounded it with an integrated digital marketing program that included email and social media. In this session you'll learn how Castrol facilitated conversations, measured success and ultimately drove sales with a series of innovative programs across Facebook, Twitter, flickr and YouTube.

Social Media Case Study
Dave Cormier, Director of Product Marketing, StrongMail

Mint.com Takes a Fresh Approach to New Customer Acquisition with Email and Social Media
Social media is widely recognized as a marketing vehicle for raising awareness, however businesses are also starting to leverage the channel for new customer acquisition.  Mint.com recently tapped the powerful combination of email marketing and social media to launch a referral program that was designed to grow their user base at an affordable cost per acquisition (CPA.)  The resulting campaign surpassed expectations, generating thousands of new accounts at a $.50 CPA, the lowest of any other acquisition channel used by the personal finance service. This session will provide an in-depth review of the program strategy, creative development, offer testing and technologies used to execute this highly successful campaign.

Lunch: 12:15 P.M. - 1:00 P.M.

Afternoon Keynote
David L Kaupp, VP of Marketing, Aberdeen Group

Getting Beyond the Hype of Social Marketing
Michele and Andrew will take you from "why", to "how" to "how to measure". They will share research findings which will unveil best practices for social media marketing and monitoring allowing you to identify the next steps for taking action immediately and effectively. In this session you will receive guidance on how to understand ROI and success metrics for social marketing and you will leave with clear tips to help you go down the right path toward social success.

Social Media Case Study
Rahim Fazal - CEO & Co-Founder of Involver

Maximize your Fan Page
In Spring 2009, Us Weekly launched a re-design of their Facebook page built upon the Involver platform. That re-design offered Us readers a immersive social experience to consume and interact with numerous content types (videos, photos, micro-updates, polls, and news stories). This redesign led to over 200,000 new fans and a 3000x increase in pages interactions for the Us Weekly page in less than 90 days.  Rahim Fazal, will discuss how Us Weekly profited from earned media by publishing more engaging content to Facebook and utilizing tools that encourage viral sharing.

Social Media Case Study
Peter Daboll - CEO Bunchball

Social Media on a Mission
Social Media Council Advisory Committee founding member Peter Daboll, CEO of Bunchball and former Chief of Insights at Yahoo, will discuss how to move from a social media approach of "see what sticks" to a strategic approach that makes social media work for your company. Whatever product you sell or market you serve, Peter will show how to increase conversion rate, repeat buying and new customer acquisition. Social media is not a panacea -- but it can and should be leveraged to drive traffic to your own engaging customer experience.

Peter's experience at Bunchball with customers such as NBC, Comcast, Hearst, and Takkle demonstrates how to drive measurable results. Peter will explain how despite wide range of demographics and psychographics diverse customers can achieve results such as:

    * 55% increase in desired behaviors
    * Time on site up 20%
    * 400%+ increase in page views

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