Event Outline

Continental Breakfast - Registration:     8:00 A.M. - 9:00 A.M.

9:00 A.M. - 10:00 A.M.     Brand Spotlight
Emmie Fukuchi - Senior Director and General Manager, eBusiness, AIR MILES Reward Program

Host with the Most: How AIR MILES Uses Wit and Wisdom to Win the Social Media Space

From the development of an online living room that has attracted over 750,000 visitors to the creation of "mile-ionaires" nationwide, Loyalty One's AIR MILES' Reward Program has harnessed the power of social media with meaning and mirth. The program's successful AIR MILES Community, where members can share tips on earning rewards while at the same time provide feedback to sponsors, has attracted two million page views since its launch in March 2009. And its Mile-ionaire contest, encouraging players to embellish their uploaded photos with points-earned clothes and accessories, quickly went viral. At the same time, AIR MILES is able to measure the effects of all this word-of-mouth communication using transactional behaviour analytics and extensive research by COLLOQUY.

In this presentation, AIR MILES will discuss how it is integrating social media across all communication channels, creating new and interesting ways to engage its member collectors. It will reveal some of its tests and learnings, and the impact social media has had on its engagement and profitability.

• AIR MILES' social media strategy, from building vs. joining a community, to using the Forrester POST methodology (People, Objectives, Strategy, Technology)
• Examples of test programs and the lessons learned
• Its social media programs across the social spectrum, including promotional social media
• The effect of word of mouth in loyalty program engagement and participation

10:00 A.M. - 11:00 A.M.     Brand Spotlight
Susan Darby - Network on Wheels Marketing Program Manager, Cisco

Social Media Goes Mobile with Cisco

Join Susan as she shares how Cisco uses social media to expand their marketing reach in conjunction with an experiential mobile marketing program. This session will provide an in depth view of the strategy, development, execution and metrics tools used to execute this highly successful campaign. Susan will also share several take-aways from Cisco's results and how they intend to incorporate them into their future plans. Whether your focus is B2C or B2B you will walk away from this session with some clear tips to give your program a jump start.

Break:     11:00 A.M. - 11:30 A.M.

11:30 A.M. - 12:30 P.M.     Social Media Case Study
Michael Gorman, Vice President, Global Strategy, Acxiom Corporation
Geene Rees, Director of Social Strategy, Acxiom Corporation

Harvesting the power of social intelligence

Acxiom will explore case studies highlighting the power of social data to support insights and analysis that can drive improved campaign performance.

• Mapping and connecting with socially active consumers drives intelligence. As an illustration Acxiom will share the findings from its "Social Index" - an aggregate analyzed view of social media behavior drawn from a variety of F500 clients.
• Social Listening powers the development of social insights and provides the opportunity to set benchmarks. Case studies will illustrate the use of social media listening for benchmarking.
• Acxiom measures responses of individuals in social media campaigns. Based on this experience, Acxiom will present case studies to show how focusing on the highly social improves engagement and performance.

Lunch:     12:15 P.M. - 1:00 P.M.

1:30 P.M. - 2:30 P.M.     Afternoon Keynote
Vivek Sodera - co-founder of Social Media Data Company Rapleaf

Social Media Tips & Tricks: How to Build Fans & Followers

Do you know who your customers are? Where they hang out, what they do online, or how influential they are? Understanding the social graph and more importantly who the key influencers are for your brand, product or service has become a key component of any effective social media strategy. Rapleaf will discuss tips, tricks, and strategies companies can and are using to understand their customer's social graph and how this information can be leveraged to grow your audience and marketing program success on Facebook and Twitter.

Break:     2:30 P.M. - 3:00 P.M.

3:00 P.M. - 4:00 P.M.     Regulatory Update and Best Practices
Senny Boone, Esq. - SVP, Corporate and Social Responsibility, DMA

Strong Self Regulation Drives Strong Results

The DMA is the industry leader in establishing and enforcing member best practices across marketing channels through a vibrant self-regulatory program. The DMA Ethics Policy Committee is now reviewing changes to the DMA ethical guidelines to cover social media marketing best practices. The Committee also has recently revised its rules governing endorsements and testimonials which cover blogging and other activity conducted via social media. Make sure your business is compliant and is utilizing best practices wherever possible. Join Senny as she covers the new rules as well as outlines the best practices for social media marketers. By adhering to strong SELF REGULATION our industry can avoid unnecessary LEGISLATION!

4:00 P.M. - 4:30 P.M.     Open Q&A
Michael DellaPenna - Founder and CEO, Conversa Marketing, LLC
Neil O'Keefe, V.P. Multichannel Segments, DMA

4:30 P.M. - 5:30 P.M.     Brand Spotlight
Sean Mahoney - Account Executive, Facebook

Connecting Brands & Fans on Facebook

The stats are astounding - 300 million worldwide users, #1 in daily reach, #1 in time spent, #1 in user loyalty - but for marketers one question remains? How do I weave my brand into the Facebook experience and a user's life? In this session, we'll hear from Facebook who will share case studies from leading brands who have been successful in leveraging Facebook to connect and engage customers and key prospects.

Networking Reception

Cap off this information-packed day with a Sponsored Networking Wine & Beer Hour. Delegates can network and mingle with speakers, moderators, sponsors and DMA executives.