Social Media: Putting it to Work for Your Organization

Trusted Insights for Business Worldwide Social Media: Putting it to Work for Your Organization Oct15, 2009: Oct16, 2009: Strategies from Social Media Thought Leaders Roundtable Discussion, New York, NY Implementing Social Media in Your Organization An Interactive Workshop, New York, NY

Strategies from Social Media Thought Leaders Roundtable Discussion Transforming Customers and Employees into Partners Attracting and Engaging Talent Collaboration, Innovation and Knowledge Transfer Twitter, Facebook, LinkedIn...What s Next? Implementing Social Media in Your Organization An Interactive Workshop 13 Most Valuable Tactics Overcoming Management, Legal and IT Barriers Tools and Technologies Creating an Online Community Social Media Monitoring, Mapping, and Engaging Measurement The Right Next-Step Roadmap

Thursday, October 15, 2009 Day One: Strategies from Social Media Thought Leaders Roundtable Discussion Registration and Continental Breakfast: 8:30 9 am Welcome: 9 9:15 am Jonathan Spector, Chief Executive Officer, The Conference Board The Facebook Era: Transforming Customers and Employees into Partners 9:15 10:15 am Social networks are rewriting the rules for our personal and professional lives and the ways we transact and interact in a radically new era: (referred to by Clara Shih as) The Facebook Era. As traditional one-sided CRM gives way to bidirectional visibility, an unprecedented degree of trusted online identity and access are changing people s expectations, interactions, and relationships both with one another and with companies. Facebook and Twitter are changing everything we thought we knew about sales, marketing, and product development and empowering companies with new tools, insights, and the ability to transform customers and employees into true partners and the most effective sales force yet. Clara Shih, Chief Executive Officer, Hearsay Labs and Author, The Facebook Era (Prentice Hall 2009) Leveraging Social Media for Better Business Results... Faster and Cheaper 10:30 am 12 noon Eighty-one Fortune 500 companies sponsor public blogs. Of those blogs, 23 link to corporate Twitter accounts. (WSJ online, April 27, 2009.) This panel of executives from companies ahead of the social media curve will share their experiences, institutional learnings and individual points of view on using social media across the customer life cycle from building awareness and engagement to product research, customer feedback, and market and competitive intelligence. James Lichtenberg, Lightspeed, LLC Jason M. Rudman, Director, Strategic Planning, American Express OPEN Ted Smith, Executive Vice President, Patient Engagement, HealthCentral Cory Edwards, Social Media Strategist, Symantec Luncheon: 12 noon 1 pm Call Customer Service at 212 339 0345

Attracting and Engaging Talent in this Digital World 1 2 pm Session Sponsor The ubiquity of new web applications and social networking has profoundly impacted the way top talent looks for and at future employers. Increasingly, candidates live online using social media to look for jobs and formulating impressions of prospective employers (in part) based on what they hear online. Employers need a comprehensive digital strategy, appropriate online presence and the ability to engage candidates in the conversation to attract top talent. This session will present effective and proven techniques for attracting and engaging talent in this digital world. The presentation will feature best practices of Fortune 500 companies. Steve Ehrlich, Vice President, Global Client Strategy, TMP Worldwide Guatam Godhwani, Chief Executive Officer, Simply Hired Brian Frank, Director of Global Enterprise Operations, LinkedIn Corporation Applying Social Media Inside Your Organization: Enhancing Collaboration, Innovation and Knowledge Transfer 2 3 pm Beyond the widely publicized use of social media with the external world (e.g. customers), many leading companies began their social media programs within the walls of the organization and continue to derive immense value from Web 2.0 tools and communities. This panel will look at using social media to accelerate business performance through capturing and managing untapped internal knowledge, enhancing collaboration, innovation and knowledge transfer and engaging a multi-generational and distant workforce. Moderator Robin Fray Carey, CoFounder and Chief Executive Officer, Social Media Today LLC Giovanni Piazza, Global Director Knowledge Web Program, Ernst & Young Lawrence Blank-Cook, Lead, KM Solutions, Deloitte Mini Jams, Second Life and More: Innovative Solutions to Basic Business Needs 3:15 4:30 pm In the fall of 2008, like many other organizations, The IBM Academy of Technology needed to cut back on travel. Rather than cancel their 400 person annual meeting; they developed the first ever virtual annual meeting. Joanne Martin, the Academy s President, will walk you through how they used various forms of social media and related emerging technologies to mount the event; complete with collaboration to create the agenda, live keynotes, on-site networking opportunities and poster sessions. She ll share what they learned along the way with an emphasis on how to match specific new technologies to your business and communication needs. Joanne Martin, President, Academy of Technology, IBM Corporation Wrap-up: 4:30 5 pm James Lichtenberg, Lightspeed, LLC

Friday, October 16, 2009 Day Two: Implementing Social Media in Your Organization An Interactive Workshop Registration and Continental Breakfast: 8:30 9 am Workshop Leader: Lois Kelly, Partner, Beeline Labs and Author of Beyond Buzz: The Next Generation of Word of Mouth Marketing Presenter Mike Spataro, Senior Vice President, Client & Agency Strategy, Visible Technologies 9 am 12 noon Context: The Social Sharing Nature of Great Groups In this kick-off interactive exercise, you ll find some surprising insights about motivations for being part of social groups and the implications for creating successful social media programs. Emerging Best and Worst Practices, Real World Examples An overview of the best and worst practices in social media and the 13 most valuable social media tactics from free to six figures with examples of how companies are successfully using them. Burning Down the Obstacles In launching social media strategies most organizations need to overcome management, legal and IT barriers. In this interactive exercise participants will identify the biggest anchors slowing down adoption in your organization. We ll share how to overcome the most common obstacles from measurement and legal issues to business case budgeting and behavioral change management issues. A Deeper Dive Into Tools & Technology What tools and technology will best support your goals? Support what people will want to do? What s essential? What just might get in the way and be counterproductive? Luncheon: 12 noon 1 pm Call Customer Service at 212 339 0345

1 5 pm Creating an Online Community/Social Network There s no better way to learn how to develop an online community than by doing it. In this interactive exercise small groups will design an online community, e.g., employee social networks, customer service forums and thought leadership communities. As part of the design process, groups will develop ideas for what will go on in the community, the value to participants, the value to the company or organization, and the three aha features that make people want to participate and spread word of mouth about the community. This exercise is an invaluable way to get people to deeply understand the value and essential elements of a community. Social Media Monitoring, Mapping, and Engaging In this session we will share the results of a recent study on emerging best practices in social media monitoring and engagement, one of the most essential foundational social media strategies. You ll learn what s possible, how to set up the right systems for your goals, how to make the business case to get funding, how to evaluate different tools, and how to significantly improve key business processes and functions. Social Mediafying a Marketing, Public Relations or Internal Communications Campaign One of the big benefits of social media is being able to achieve the viral network effect, where people find great ideas, content and video and share it with their networks. In this session, we ll show you how to social mediafy your next program or campaign, explaining the nine types of themes that most commonly activate the network effect, how to build the right network, the widgets and tools to use to make it easy for people to share, and the right social networking etiquette. We ll also have teams do a campaign social media makeover. Measurement Starts from the Start Most measurement is lackluster because it s tacked on to the end of initiatives. In this session we ll whiteboard common business and social media goals, ways to measure, and how to build those measurement approaches into the design of your social media strategy. We ll also review the top 10 social media approaches, noting their relative business value and cost. Wrap-up: Where Are the Biggest Opportunities? The Right Next-Step Roadmap To conclude we ll look at the greatest social media opportunities and map out how to go back to work and make them happen.

Social Media: Putting it to Work for Your Organization October 15 16, 2009, The Levin Institute October 15, 2009 (B63010-1) October 16, 2009 (B64010-1) Registration Information Online Email customer.service@conference-board.org Phone 212 339 0345 8:30 am to 6 pm ET Monday through Friday October 15, 2009 (B63010-2) October 16, 2009 (B64010-2) The Levin Institute 116 East 55th Street New York, NY 10022 Tel 212 317 3500 For a listing of local hotels, please contact Customer Service. Price Per Seminar Associate $995 Non-Associate $1,095 Both Seminars Associate $1,795 Non-Associate $1,995 Marketing Partners Cancellation Policy Full refund until three weeks before the meeting. $500 administration fee up to two weeks before the meeting. No refund after two weeks before the meeting. Confirmed registrants who fail to attend and do not cancel prior to the meeting will be charged the entire registration fee. Team Discounts per person For a team of three or more registering from the same company at the same time, take $200 off each person s registration. Printed and bound by Sheridan Printing Co., Inc., Alpha, New Jersey, an FSC-certified printer. This brochure is printed on Mohawk Via paper, which is 100% post-consumer waste fiber, manufactured with wind power, and is process chlorine free. The paper is certified by Green Seal and SmartWood for Forest Stewardship Council standards. No films or film-processing chemicals were used in the printing of this brochure. The Conference Board and the torch logo are registered trademarks of The Conference Board, Inc. Program subject to change. July 2009