DAY ONE | TUESDAY, NOVEMBER 9, 2010
8:00 Registration Opens and Coffee is Served
9:00 Opening Remarks from Co-chair
Joseph Thornley
President and CEO
Thornely Fallis
Keynote speech
9:15 Creating a Valuable Relationship with Your Social Media Followers
Peter Aceto
CEO
ING Direct Canada
So you blog, tweet and you’re on LinkedIn. Now what? How do you leverage social media to create a valuable relationship with your followers? Hear about Peter Aceto and his company’s approach to social media, how they leverage these tools to have a meaningful conversation with their clients and the results of their efforts.
- Using social media to reinforce trust, transparency, value, service and branding
- Focusing on the quality of the relationship versus number of followers
- Motivating your followers to interact with you
- Cross-promoting your various social media tools to achieve the maximum benefit
10:00 Networking Coffee Break
10:15 Case Study:Implementing Metrics to Measure ROI on Your Social Media Tools
Richard Binhammer
Senior Manager, Strategic Corporate Communications,
Social Media and Corporate Reputation Management
Dell
- Aligning your measurement strategy with your social media goals
- Selecting the metrics appropriate for each social media tool (Tweetdeck, Google Analytics, etc.)
- Examining the benefits and pitfalls of measuring social media in-house versus outsourcing to an agency
- What are the human resources required to have a robust measurement practice?
- How to pick your social media partner/consultant
11:00 How to Strategically Track Your Social Media Efforts and Monitor Your Brand Online
Joseph Thornley - Moderator
President and CEO
Thornley Fallis
John Cappella
Director
MINI
Simon Rodrigue
General Manager
Travelocity.ca
There is no one solution to monitoring social media but rather a combination of tools that can be customized to suit your social media goals. Hear from a panel of practitioners on how they’ve developed their social media monitoring strategy.
- Developing a holistic approach to social media tracking: Strategic versus anecdotal
- Creating a consolidated platform to measure your various social media efforts
- Shifting your mindset from media monitoring to social media monitoring
12:00 Networking Luncheon for Delegates and Speakers
1:15 Case Study: Developing a Practical Structure to Ensure Effective Integration of Social Media Functions into Your Team’s Current Roles
Jacob George
Manager, Marketing and Communications
City of Calgary
If you’re in charge of executing social media at your organization, you are faced with a number of serious challenges, including a fast moving space that requires a quick turnaround and doesn’t tolerate a heavy approval process, plus logistical and housekeeping issues that are bound to arise. How do you align social media with your team’s existing responsibilities – and how do you do it on slim resources?
- Determining the social media functions of your staff – who does what?
- Training your staff to use and interact with social media
- Educating your staff on the pros and cons– and where your organization sees value in social media
- Tracking and assigning daily social media tasks to the appropriate staff members
- Balancing the need for approval and accuracy with the quick turnaround that the social media channels require
- Integrating social media into your current website
- Best practices for handling IT and housekeeping issues (for e.g., keeping user names and passwords)
2:00 Building Robust Communities Internally and Externally to Enhance Innovation and Improve Customer Service within Your Organization
Michel Savoie
Manager, Client Strategy, Gen Y
Royal Bank of Canada
Tim Yull
Manager, Applied Innovations
Royal Bank of Canada
- Leveraging social media to create internal and external communities to nurture knowledge and source subject matter expertise within your organization
- Implementing Twitter, Facebook, blogs and wikis
- Driving innovation by using social technologies
- Assessing the impact of these communities on the company’s brand and reputation
- How to overcome the challenges of implementing social media internally
- Understanding the need for change in internal communications and hierarchy to accommodate the changing nature of your employee demographics
- Using social media tools to turn information into knowledge
2:45 Networking Coffee Break
3:00 Panel: Who Owns Social Media at Your Organization – and Why?
Christine Korda
Director of Communications and Special Events
Windsor Arms Hotel
Elaine Pratt
Head of Global Marketing and Communications
Consumer Markets
KPMG LLP
Who should have access to social media at your organization? Who should take care of what? Hear what approaches to social media ownership did (or did not) work in other organizations.
This is your opportunity to ask them all the hard questions about the challenges and issues you currently face. Hear the benefits and pitfalls of having one department handle social media as opposed to making social media the mandate of everyone within your organization.
- Who’s the gatekeeper of social media at your organization?
- Managing the approach to social media – are social media to be handled by one department or across the whole organization?
- Using social media as an inbound customer service tool
4:00 Case Study: How to Demonstrate Social Media Are Valid Media Channels and Secure Buy-in from Your Colleagues and Leadership
Rachel Azagury
Senior Manager, Social Media, Media and Special Events
Canadian Youth Business Foundation
Achieving success with social media initiatives depends heavily on securing buy-in from your C-suite executives as well as your colleagues in different departments across the organization.
Learn tactics to overcome the challenges to securing their buyin and discover how to turn naysayers into believers.
- How to position the lack of control to colleagues and superiors – and present ways to deal with unanticipated risks online
- Presenting both the benefits and pitfalls of social media
- Ways to prove that social media are valid media channels
4:45 Co-chair’s Closing Remarks - Conference Adjourns Case Study Panel
DAY TWO | WEDNESDAY, NOVEMBER 10, 2010
8:30 Coffee is Served
9:00 Opening Remarks from the Co-chair
Maggie Fox
CEO
Social Media Group
9:15 Case Study: Incorporating Social Media into Your Crisis Management Strategy
Mark Graham
Founder and President
RIGHTSLEEVE.COM
Greg Hounslow
Advisor, Emerging Media
WestJet
- Using social media to communicate to your target audience when other channels break down
- What social media should be built into your communications toolbox?
- Responding quickly with social media to protect your brand while abiding by your corporate guidelines
- Revamping your newsroom to include social media feeds
10:15 Case Study: Key Steps to Building a Marketing Strategy on Twitter
Misty Meeks Jagpal
Online Communications Manager
World Society for the Protection of Animals
- Developing a strategy to build a community on Twitter
- What makes a successful tweet?
- Utilizing Twitter for disbursing public statements and news releases
- Tips and tricks to increase the number of followers and organize your interaction with other tweeters
- Cross-promoting your Twitter account with other social media tools to achieve the maximum benefit
- How to drive traffic from Twitter to your blog or corporate website
11:00 Networking Coffee Break
11:15 Case Study: Using Social Media as a Strategic Tool to Generate Client Leads and Gather Market Intelligence for Your Business
Michael Mahoney
Senior Marketing Coordinator
Drake International
- Employing social media to gather market intelligence and gain a competitive edge
- How to get your sales team on board
- Monitoring your company brand and reputation
- Securing buy-in and support from your corporate leadership
- Measuring ROI:
- Lead tracking – monitoring the channels that leads are filtered through
- Selecting the metrics appropriate for each social media tool
12:00 Networking Luncheon for Delegates and Speakers
1:15 Protecting Your Brand and Ensuring Employee Consistency through the Establishment of Effective Social Media Policies and Procedures
Kathleen Hogan
Practice Support Lawyer
Cassels Brock & Blackwell LLP
- Developing a social media policy for your organization
- Ensuring your collective social media message stays consistent with your brand
- Providing your employees with clear guidelines on use of e-mail and social media – what are the dos and don’ts?
- Mitigating the potential employee issues that might come up - can you fire employees for posting information related to the workplace?
- Addressing the security and privacy issues that will come up as a result of giving employees access to social media
2:00 Networking Coffee Break
2:15 Case Study And Panel: Effectively Mitigating the Reputational Risks and Legal Liabilities of Social Media
Maggie Fox - Moderator
CEO
Social Media Group
Lyndon Dubeau
Manager, Enterprise Information Security Office
Cancer Care Ontario
Gursharn Kandola
Lead, eCommunications and Social Media
Health Council of Canada
Andrew Nunes
Chair, IT and E-Commerce Section,
Ontario Bar Association
Partner, Fasken Martineau DuMoulin LLP
With the tremendous opportunities that social media bring to the table come serious legal risks and liabilities that might undermine your company’s reputation. How would you respond to an attack on your reputation? Do you have a response plan in place? Learn what questions you can expect your company’s legal team to ask you and how to respond to those questions.
- How to handle negative publicity or attacks on your company in social media
- Deciding which comments should be taken seriously
- How to manage the response
- What are the potential legal avenues to address any attacks on your reputation?
- Discussing the ramifications of potential IP issues – whom does the data belong to?
- Developing an archiving policy: How long do you have to archive blogs for?
3:30 Co-chair’s Closing Remarks - Conference Adjourns
Conference Details
