Measuring What Matters Most in Social Media

Katie Delehaye Paine, CEO, KDPaine & Partners LLC

Your marketing efforts need to show a return on your investment, and your social media forays are no different. Socially-driven efforts like blogging, microblogging, social networking and the like are often criticized for not having a direct ROI. But in fact, they do offer measurable results. Here’s how to measure your results, and the tools you can use.

Facebook Community Building Success Stories

Jason Alba, co-author of I’m on Facebook—Now What?
Jessica Berlin, Social Media Manager, Cirque du Soleil
Willy Franzen, Founder, One Day One Job, One Day One Internship, & Found Your Career
Arvind Kajaria, Co-founder, 123Greetings.com

Discover how you can use Facebook, the fastest-growing and largest social network on the Web, to build a consumer community and meet your marketing goals. The panel discussion will include an overview of the marketing tools and opportunities built into Facebook and show you how real companies have used the social network to meet their marketing objectives. Three consumer marketing case studies will give you ideas for using Facebook to:

• Increase awareness and reach
• Target niche markets
• Test new products and markets
• Forge stronger relationships with and between customers

Keynote Presentation:
The Art of the Possible: Online Branding Strategies and Tactics

David Plouffe, Barack Obama's 2008 Presidential Campaign Manager

In early 2007, few people thought Senator Obama had a chance of being elected president. But Obama’s leadership team, with David Plouffe at the helm, developed an extraordinary strategy to develop a world-class online community. They not only proved the naysayers wrong, but also blew by previous fundraising records—$580 million in two years, with 91 percent coming from individual donors. The campaign generated a brand loyalty program with unprecedented success. During a time of economic downturn, organizations need improved ways to build brand loyalty through the use of social networking and development of online communities. Learn how your organization or company can adopt the tactics of the Obama campaign to achieve success. Plouffe enlightens audiences on:

• How to harness the power of social networking to connect a dispersed group of people and engage them to perform outstanding feats
• Innovative ways the campaign built brand loyalty and how these same tactics can be used by your organization
• Why consistent leadership sets a tone that can inspire creativity and passion to achieve surprising results

The 2009 Economic Impact On B2B Marketing Budgets And Practices

Laura Ramos, Vice President and Principal Analyst, Forrester Research

To what degree has the current worldwide recession affected marketing budgets and spending plans for 2009? In conjunction with MarketingProfs, Forrester Research surveyed over 300 marketers to study budgets trends between 2007 and 2008, expected changes in 2009, and whether the transition from outbound traditional to inbound digital marketing will accelerate. This presentation takes a deeper look at which tactics marketers find most effective for generating leads or building awareness and studies whether online tactics have become more effective over time. Forrester’s analysis and commentary on this data will help B2B marketers evaluate their 2009 plans in light of industry trends and the best practices Forrester sees reflected in this budget benchmark.

How to Build Your Email File with No (New) Acquisition Budget

Stephanie Miller, VP, Global Market Development, Return Path
Sal Tripi, Director, Publisher’s Clearinghouse
Stephen Gilberg, Founder and CEO, Happy Hours, Inc.
Wendy Croissant, Email Marketing Director, Sierra Trading Post

Pressure is on! Now more than ever, the email channel is being asked to contribute higher revenue, but we all must make that number with existing (or lower) resources. Learn how other B2C marketers are building their email channel revenue with creative approaches to data management, acquisition, win-backs and re-engagement. Pick up tips for making the case for a “pay as you go” approach that leverages current resources and builds your reach.

Leave with a checklist that you can use to prioritize an agenda for improving your own program immediately.

The New Rules of Viral Marketing

David Meerman Scott, author and marketing strategist

Following the worldwide best selling book, The New Rules of Marketing and PR, David Meerman Scott’s new book, World Wide Rave, focuses on the power of viral marketing online.
Attend this presentation—just a few weeks after the launch of the new book—and be among the first to learn from David about how to create triggers that get millions of people to spread your ideas and tell your stories. Whether you market to businesses or consumers, a World Wide Rave is when people around the world are talking about you, your company, and your products. It’s when online buzz drives buyers to your virtual doorstep. And it’s when tons of fans visit your Web site and your blog because they genuinely want to be there. Learn how to take your marketing to the next level by following the six rules of “The Rave”:

• Nobody cares about your products (except you)
• No coercion required
• Lose control
• Put down roots
• Create triggers that encourage people to share
• Point the world to your (virtual) doorstep

10 B2B Online Content Marketing Tactics to Accelerate Your Sales & Marketing

Joe Pulizzi, Founder/Chief Content Officer, Junta42
Paul Dunay, Global Managing Director of Services, Avaya
Thomas Nightingale, VP, Communications and Chief Marketing Officer, Con-way

Content marketing expert Joe Pulizzi will cover 10 online tactics and strategies that will help you create and distribute better content—leading to better customer retention and demand generation. Although helpful to both, Joe will focus on specific strategies for those serving B2B markets. The types of ideas you'll hear more about will be:

• Setting up online listening posts to acquire customer information using free online tools.
• Leveraging online news releases to improve SEO
• Creating online content from assets you already have.
• Learn how to create online branded content that the market wants to share and talk about.

How to Leverage Social Media, Search and Usability to Maximize Website ROI and Drive Real Results

Aaron Kahlow, Managing Partner, BusinessOnline
Enrique Gonzales, User Experience Sr. Analyst, AARP

In this session, you will learn how the real players are leveraging Social Media to enhance the customer experience of their website. Moreover, you see real hands-on tactics on putting SEO and Usability to work for business results. Expect to get top 5 tactics that you can use tomorrow to put your website and every marketing campaign for that matter to its highest and best use.

The Anatomy of a Strong Corporate Blog

Amber Naslund, Director of Community, Radian6
Lionel Menchaca, Chief Blogger, Dell Inc.
Christi Day, Public Relations Coordinator and Spokesperson, Southwest Airlines

Whether you're a B2B or B2C company, a blog can be a compelling and effective corporate communications tool. Blogs increase brand awareness, encourage discussion related to your company, and empower your customers and prospects to better connect with your business. In this session, we'll review examples of successful corporate blogs, and outline the foundation and best practices you'll need to build and launch a blog of your own.

What you'll learn:

• The best tools for setting up a blog
• The time and resource commitments you'll need to blog successfully
• How to find and mobilize your blogging team
• The keys to creating consistent and compelling content
• Tips for avoiding the most common corporate blog missteps
• Building interest and awareness in your blog, both internally and externally