Event Outline

9:00 - 9:45     Morning Keynote
Steve Rubel - SVP, Director of Insights for Edelman Digital

Marketing in the Age of Streams

Two trends are having an immediate impact on how companies need to communicate in the digital age.

• Attention spans are becoming incredibly fragmented.
• Information is increasingly distributed via real-time, social-powered streams (continuous feeds of brief news bits, singles, ten-minute videos, tweets, text messages, status updates and more).

In this session, Steve will provide detail on how marketing must adapt for an "age of streams" and detail three steps to succeed.

10:00 - 11:00     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.

11:15 - 12:15     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 - 1:00

1:15 - 2:00     Afternoon Keynote
David L Kaupp - VP of Marketing, Aberdeen Group

Getting Beyond the Hype of Social Marketing

David will take you from "why", to "how" to "how to measure". He will share research findings which will unveil best practices for social media marketing and monitoring along with Aberdeen's success integrating social media into their programs, 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.

2:15 - 3:15     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.

3:30 - 4:30     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

Networking Reception:     5:00 - 6:00