Event Outline

8:00 A.M.     Continental Breakfast - Registration

9:00 A.M.     Morning Keynote: Ryan Deutsch, VP of Emerging Media, ThreadMarketing

Leveraging Social CRM to Ignite, Engage and Build Brand Advocacy
- How leading brands can evolve with insight into their best customers

Visionary brands are rapidly adapting their definition of customer relationship management (CRM) to generate a more complete view of the customer. The field of Social CRM is emerging as a discipline that enables businesses to identify and engage with their best customers, ultimately empowering them to carry the brand forward. This exciting new field means that marketers no longer need to infer consumer preferences; they can know based on data insights culled from participatory marketing programs, conversations and stated preferences on social networks. Learn how you can turn data into insights and anticipate what your best customers want and need, ultimately increasing customer lifetime value.

10:00 A.M.     Heather Frick, Director, Enterprise Strategy Group, Merkle Inc

Are You Missing Out on 81% of US Consumers?

Social marketing is getting a lot of attention as more and more online consumers embrace social marketing by joining networks, posting on blogs, and contributing content. This change is happening quickly - 81% of US online consumers now have a Facebook profile and 53% of adults access their social accounts at least weekly.

With this pace of change, there's a lot to consider when building a social marketing strategy - developing an initial strategy, quantifying the impact of social initiatives, and integrating into your overall marketing strategy. In this session, you will learn how marketers are leveraging social segmentation and social listening to acquire new customers, engage existing customers, and re-engage dormant customers.

11:00 A.M.     Break

11:30 A.M.     Jim Sullivan Partner, COLLOQUY

Deploying Social Media to Generate Customer Loyalty

The hype about Social Media Marketing is undeniable. But what do we really know about how American companies are using social media strategies to engage customers and generate loyalty? What level of visibility do companies enjoy on Facebook, LinkedIn and Twitter? How do marketers measure social media success? And the question everybody keenly wants answered: How much is being spent?

The U.S. Direct Marketing Association and loyalty experts at COLLOQUY teamed up to produce the definitive survey-based profile of U.S. marketers' social media activities, tapping in mid-2010 the expertise of DMA's nationwide membership and tens of thousands of COLLOQUY subscribers. In this session you'll obtain vital information about which metrics your colleagues and competitors are using to measure the effectiveness of social platforms, how they rank the platforms and how many customers they're engaging. Find out how your spending stacks up against the budgets other companies allocate to social media efforts, what dollar percentage the others are earmark for each platform and how they're sourcing social media funding.

Unless you attend this session, you'll be twittering in the dark.

12:30 P.M.     Lunch

1:30 P.M.     John Corpus, CEO/Founder, Milyoni

500 Million People and Growing: The Facebook Conversation Turns to Commerce

Learn how to SELL on Facebook in a "Socially Acceptable" way! In just 45 minutes you will understand...

• Why every online merchant should consider selling within Facebook;
• What are the options for social commerce;
• That social commerce is not about shopping; it's about initiating and engaging in conversations;
• The unique dynamics about selling within Facebook, such as timing, pricing, and product mix.

2:30 P.M.     Michelle Fitzgerald, Ad Product Packaging, Yahoo!

Social Media: One Size (Does) Fit All

Lest we forget, marketing is the communication vehicle for an organization of any size. And marketing, in its best form, is about intercepting consumers in a personalized way.

Social media has unlocked personalization and in turn is becoming the new Google - the starting point for many Americans - from how they catch up on news, receive local offers, search trending topics, view video content, and more. Learn how Fortune 100 organizations are making social media a vital piece of their marketing platform, and how even small business owners can leverage social media as a virtually "free" element of their business model.

3:30 P.M.     Break

4:00 P.M.     Rahim Fazal, CEO, Involver

How Agencies Adapt to Social Marketing

In 2009, Deep Focus CEO Ian Schafer predicted that the rising reliance on social media would be bad for the business of most agencies and that, in order to succeed, agencies would have to move from a "reach/frequency model" to an "engagement-centric model." In this session, Involver CEO Rahim Fazal will draw upon his experience working with agencies and brands like EVB, RCA Records, The White House, and others to explore whether or not Schafer's predications have come true. Fazal will discuss the agency role in social media, highlighting strategies agencies are using to adapt to the ever-changing advertising and marketing landscape.

5:00 P.M.     Reception and Product Demos

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.