The European Corporate Social Media Summit

How social media can enhance

marketing and communications,
engage consumers – and boost
profits for European business

Two-day business conference, 17-18 November 2010

The Regent’s Park Marriott Hotel, London usefulsocialmedia.com/europe

Get exclusive insights and best practice examples on: Get exclusive insight
• How to design and implement a social media strategy specifically from our senior
tailored to your business corporate speaker
lineup including:
• How to establish social media value for your company – and measure
whether you’re getting any First Direct
Paul Say
• How to effectively engage consumers and employees to manage your Head of Marketing

reputation and control risks Vodafone

Aileen Thompson
• How to understand the nuanced European market – and leverage Director of Communications

that knowledge for better marketing and communications Toyota

Colin Hensley
“No matter where your social media program is at, you will take away useful General Manager
of External Affairs
information to help you with it” Mark Davis, Director of Corporate Relations
and Media, Union Pacific Railway PepsiCo
Nicki Lyons
Head of Media Relations

An event exclusively focused on the needs of business: Umbro

Tom Burrow

100%
Head of Social Media
of our 20+ speakers are drawn
from big business DHL
Christian Maybaum

100%
Global Social Media
of topics covered were requested Co-Ordinator
by corporate communications Opel
and marketing executives Vijay Iyer

100%
Head of Social Media,
Broadcast and Visualisation
of our 14 workshops deal with corporate
social media issues, risks and opportunities
AND MANY MORE!

OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!
Dear colleague
Social media has changed the way that business does business. 6 excellent reasons why you
Perhaps the most radical change (or is it evolution?) is being faced by marketing and must attend this Summit:
corporate communications professionals.

If Facebook was a country, it would be the third most populous on earth - behind only
1 Tanargetted, relevant learning -
exclusively business-focused
China and India. Europe has 402 million internet users. More than 60% use social media on conference agenda, created after
a regular basis. 44% of people recommend products via Twitter, and 34% have searched 3 months of research with senior
online for a product after seeing an advertisement on a social media site.
communications and marketing executives

2 Bcommunity
The conversation about your brand is happening – whether you’re involved or not.
Your consumers are out there, and social media offers you unique opportunities to go out
e part of a dynamic learning
and talk to them.
- 150+ senior marketing
and communications expected to attend
The numbers add up. That’s why 90% of the FTSE100 have a Facebook page. Why 88% and share knowledge
of the European Fortune 100 have some form of social media presence, and over 70%
have a Twitter page. 3 Best
Practical insights you can use -
practice and practical examples from
And yet there is still an awful lot to learn.
over 20 large corporations
Only 25% of corporate Twitter accounts actually respond to other peoples’ tweets. Only
38% of corporate Facebook pages have any interaction from consumers. Whilst 9/10
client marketers agree it would be unwise to ignore social media, 63% don’t have a social
4 O pen discussion on the biggest
issues - every session has discussion
media strategy. built-in, and we also offer 12+ hours
Hardly a sign that business is taking full advantages of the opportunities social media of networking time
offers, is it?
5 not
An independent forum - we’re
here to sell you products or services.
And remember - the challenges in Europe are significantly more complex than anywhere
else in the world. Different regions have different approaches and responses to social We’re entirely independent, and our
media - making your job harder. agenda delivers a well-balanced,
If you don’t know your Tuentie from your Skyrock, your StudioVZ from your Vkontakte, innovative and informative briefing
then you won’t take full advantage of the European social media landscape. to allow you to make the best decisions
for your business
The European Corporate Social Media Summit will allow you to do just that.

There’s only one conference out there that focuses exclusively on the social media 6 M easure the results - get social
media progress packaged and delivered
opportunity and risks faced by business. It’s the only conference where 100% of our
speakers are practitioners from within big corporations. It’s the only conference where
in a language that your Finance Director
every topic has been suggested by your communications and marketing peers. It’s the can understand
only conference that examines in detail the particular challenges faced by British, French,
German, Spanish companies. “I definitely learned a lot from the
If you’re an executive working in communications/marketing for a large business in Europe, amazing folks you had on board”
this is the conference you’ve been waiting for. Lisa D’Aromando, Social Media Manager, Sprint
We offer senior, experienced speakers from companies like Cadbury, Honda, Vodafone,
Citi, PepsiCo and DHL. So you’ll get in-depth insight and practical advice from people who
have been there, done it, and been successful.
Meet 150+ corporate
Our tightly focused agenda, divided into four key themes, will give you the skills,
social media executives:
knowledge and best practice examples you need.

And with 12+ hours of unrivalled networking opportunities, you’ll have plenty of time
25 45
Executive/ Director/Head
to share problems, learn from your peers and establish your own personalised support Consultant/ of Dept/Senior
network. Our last conference brought together 170+ attendees, 60% of whom were from Assistant Director
the corporate world.

 here is no-one else out there that can offer such a resolutely corporate-focused social
T 14
media conference. Board/CEO
17
I hope to see you in London in November! Senior Manager/

Kind regards, 24 Manager - Other

15
Senior Manager/
Manager –
Marketing/ Senior Manager/


Nick Johnson
Useful Social Media
Comms/Brand
31 Manager - Social Media

Vice-President/
Senior Vice-President
What makes this event better than all the
other social media conferences out there?

Simple. An exclusive focus on business

Too many events in this area are populated by ‘social media gurus’ (read service providers and
consultants) as speakers, and discuss ‘social media issues’ in the broadest possible terms.

They’re barely relevant to a corporate audience at all.

The Corporate Social Media Summit is different. Why?

• 3 months of research with big companies, like Intel, Starbucks

and Toyota have ensured we know exactly what business needs when it comes
to social media use

• Exclusively corporate speakers - with representatives from

big companies like Opel, Vodafone, DHL, Cadbury, Honda and PepsiCo

• A tightly-focused agenda - dealing with the biggest issues facing

your company. Areas covered include:
• Design and implement a successful social media strategy for your business
• How to define and monitor social media success - measurement, metrics and KPIs
• Best practice to control your reputation online, spot opportunity and offset risk
• Understand and leverage the key characteristics of European social media

• An emphasis on practical, measurable strategies for business

• An audience of corporate communicators and marketers
– not consultants and service providers

The brightest minds in European corporate social media - all under one roof!

PepsiCo Citi Toyota

Nicki Lyons Head Amy Kornbluth Head Colin Hensley General
of Media Relations of Employee and Client Manager, External Affairs
Umbro Communications Opel
Tom Burrow Head of Jamie Oliver Ltd Vijay Iyer Head of Social
Digital Communications Monisha Saldanha Media, Broadcast and
Honda Motor Head of Online Visualisation
Laura Price Social Media DHL First Direct
Manager Christian Maybaum Paul Say Head of Marketing
Vodafone Global Social Media BMI
Aileen Thompson Co-Ordinator Callum Adamson Head
Director of Communications of Search and Social Media

DAY ONE 17 November 2010
THEME ONE
Designing and implementing a
successful social media strategy
for your business
S U P E R-PA N E L
Align social media within your
company and ensure internal
organisation and structure can
cope with the post-social media
environment Extracting
80% of the effort it takes to launch a community
and do it right is internal resources, staffing and
processes. Only 20% is actual implementation of the
technology itself.” Jeremiah Owyang, Forrester
As a senior manager with an understanding of the
power and utility of social media, you must ensure
that your company’s internal organisation evolves
to meet the needs of a new, fast-moving and
conversational environment.
A company cannot succeed in the new social media-
aware world with legacy internal structures from a
time before social media’s rise. You must develop an
internal organisation that is responsive to this new
environment, and is equipped to achieve your key
social media objectives.
Through best practice examples and case studies
that have already conducted this change, discover:
• The internal organisation that works for your
company: Evaluate the risks and benefits of
a collaborative inter-departmental knowledge
sharing approach, against the establishment of
a ‘centre of excellence’ with an advisory and
training role
• How to define key roles and responsibilities
across a variety of teams and fiefdoms, and
establish a strategy that works across the
company to deliver your key social media
objectives.
• The European angle: As someone responsible
for social media implementation within a large
multi-national, how do you reconcile the (usually
more advanced) US strategy and mindset with
the needs and demands of a complex European
audience?
Toyota Colin Hensley General Manager, Public Affairs
C ASE ST U DY
How to use Twitter to achieve your
communications and marketing goals
A few stats on current Twitter use in Europe:
• Twitter currently handles over one billion tweets
every month
• 44% of people have recommended a product
via Twitter
• 6% of the 86m people who saw Coca-Cola’s
sponsored trend on Twitter interacted with it
Twitter is now one of the most mature social
networks, and represents a huge opportunities
for your company to engage consumers, spread
messages and do great marketing.
In this frank and practical case study, a leading
corporate Twitter user will set out how you can use
the micro-blogging service to enhance your own
comms and marketing aims.
The earlier you book, the less you pay: Register by the 10th September to SAVE £350!
SUPER-PANEL
Transform your employees from
social media liabilities into effective
brand ambassadors
As a marketing and communications executive,
you’ll already know just how influential your
employees can be as authentic brand ambassadors.
The advent of social media has just increased that
influence many times over.
A social-media aware and engaged employee base is
an absolutely critical stakeholder group for your social
media success. With their buy-in, and good training,
you will not only significantly reduce the risk of social
media disaster, you will also create a group of people
willing and able to influence your reputation and
spread marketing messages with great results.
• How to develop and implement the ‘rules of the
game’ for your business: Who should write them,
who should police them, what should they say?
• Take the next step: Move from simply having a
set of rules to to a set of active brand advocates -
tips and tricks for enhanced engagement
• What happens when an employee makes
a mistake: Crisis management and the re-
evaluation of priorities
Citi, Amy Kornbluth, Head of Employee and Client
Communications
Add social media to your current
marketing strategy efficiently and
successfully
500 billion minutes are spent on Facebook every month.
Over 40 million Tweets are sent per day. 24 hours-
worth of video is uploaded to YouTube every minute.
In the face of all that, it’s pretty obvious that social
media is huge - and is an unavoidable part of any
comprehensive marketing strategy.
And yet social is still too often the black sheep of the
family - ignored and tacked on to existing marketing
campaigns. In this session, discover the power of
true integration of social into the marketing mix:
• Change a winning formula - for the better: How to
ensure that social is complimentary, not harmful,
to your existing marketing and communications
strategy
• Tactics on how to interweave the online and offline
worlds within your marketing campaigns - from
companies that have been there and done that
• How cheap is social media, really? Determine the
cost - in time and money - of increased social
media activity
Umbro Tom Burrow Head of Social Media
C A SE ST UDY
How Foursquare can be a
fundamental part of your marketing
and comms strategy
Foursquare is only just over one year old, and is
already the bright young thing of the social media
world, with over hald a million users and an awful lot
of press coverage.
In this session, you’ll get practical advice on how the
newest network is relevant to your business - and
tips on how best to use it.
The European Corporate Social Media
Summit, London
usefulsocialmedia.com/europe
THEME TWO
How the European social media director can
control reputation, engage consumers and
have effective conversations
Understand the fragmented and
nuanced European social media
landscape and create a strategy that
addresses key differences
Have you heard of Skyrock? StudiVZ, Tuentie, Lide or
Vkontakte? They’re some of the biggest social networks
in France, Germany, Spain, the Czech Republic and
Russia, respectively. If you don’t know about them, and
maintain a presence on them, you’re missing out.
European social media presents a very different
set of problems to the same job in the USA. With
different languages, different cultures, and different
social networks - the job of the European social
media executive has added complexity.
You need to not only have a handle on the differing
networks, but on the different cultural responses
to social media in different countries. In France, for
example, there;s a strong history of blogging that’s
not in existence in Germany.
• In this session we’ll equip you with a clear
understanding of the ‘social media landscape’
across Europe, and identify key knowledge you
need to ensure your European social media
campaign is a success.
• Spot the difference: how does social media
interaction differ in Europe to the USA? What
should you take on board before launching a
European campaign?
• Tips for targetting: Is it possible to create a
social media campaign that addresses all of
this fragmented audience? Or do you need a
fragmented campaign, too?
• Design and implement a social media strategy
that works throughout different European regions
DHL Christian Maybaum Global Social Media Co-
Ordinator
Honda Motor Laura Price Social Media Manager
Use the data generated by social
media to spot opportunities and
inform wider brand strategy
One of the great benefits of social media interaction
is the sheer volume of content, data and information
generated. The savvy social media executive can
use this data to fine-tune marketing campaigns,
monitor reputational changes, spot opportunities
and even influence future brand strategy.
In this session, we’ll discuss best practice tips
for analysing the data created by social media
engagement - and then we’ll discuss how to
incorporate that data into brand strategy decisions
going forward.
• Handle, manipulate and process the vast
amounts of data that social media engagement
will generate
• Spot patterns and trends that could be beneficial
for your business
• Set-up your company/strategy/department
to be responsive enough to quickly move on
opportunities identified
 DAY TWO 18 November 2010
Conversation skills: How to win
friends and influence people
83% of B2C companies have a social media presence.
It’s an accepted requirement for the successful
marketing and communications department.
And yet there is a huge variety in the quality and
usefulness of these social media presences. Social
media is fundamentally a conversation. And some
brands on social networks just aren’t making good
conversation.
In this session, we will discover all the conversation
skills you need to make sure your social media
presence pays off for you:
• Choosing when to converse: You can’t talk to
everyone - how do you identify the best people to
engage with?
• Effective engagement: Strategies and tips on how
to have a conversation that gets results
• Ghostwritten: Is it better to hire in an agency to
run your social media presence and do the talking
for you? What are the risks of this approach?
Jamie Oliver Ltd Monisha Saldanha Head of Onlinel
Protect your brand - use social media
to identify problems, spot upcoming
issues and manage your reputation
online
You’ve heard the horror stories - “United Breaks
Guitars”, Habitat and hashtags, Nestle and palm oil.
Whilst social media presents manifold opportunities
for the marketing/communications professional,
there are also some very real risks. While it might
be impossible to completely remove the chance of
a social media nightmare, you can guard against it.
And if it does happen, you can learn to respond in
the best possible way:
• Equip your social media team to spot upcoming
problems before they become crises
• What to do when disaster strikes - how to use
social media to respond effectively
• Establish a system to guard against social media
faux pas from your employees
Opel, Vijay Iyer, Head of Social Media, Broadcast and
Visualisation
Vodafone, Aileen Thompson, Director of
Communications
This conference will help delegates to:
• D
 esign and implement a social media
strategy specifically tailored to your
business
• Effectively engage consumers and
employees to manage your reputation
and control risks
• Establish social media value for your
company - and measure whether you’re
getting any
• Understand the nuanced European
market - and leverage that
knowledge for better marketing and
communications
The only social media conference designed exclusively for a corporate audience!
THEME THREE ROI: Is this a viable metric
How to define and achieve social media or symptomatic of a lack of
success: Measurement, metrics, monitoring understanding of the benefits
and KPIs of social media?
ROI is critical, right? If you don’t have a handle on
ROI, you don’t know how well your marketing is
Determine what success means for
doing?
you: Creating appropriate KPIs and
But in the post-social media world, is that true?
benchmarks tailored to your own Determining the ROI of social media is something
business aims of a holy grail. Innumerable hours have been spent
trying to tie pounds and euros to a company’s social
You know social media is huge. You know your media activity.
company needs to use it for ‘successful’ marketing
and communications. But what is ‘successful social But is this the right way to spend your time? Many
media’ for you? experienced corporate social media practitioners are
dismissive of the usefulness of ROI in assessing a
It’s different for everyone. Should you aim for social media campaign’s effectiveness.
1,000 retweets, or an increase of 10% of traffic to
your homepage? Should you look for a growth in • In this session, two seasoned social media
Facebook ‘likes’, or a noticeable growth of special experts debate the value of ROI as a social media
offer redemptions from social media sources? metric:
Should you set your target interaction level at 1%, • The advantage of striving to find a social media
3% or 10%? ROI - and some tactics to do just that
• Missing the point: The risks inherent in attempting
• Without setting extremely clear, measurable to ascribe monetary value to your social media
social media goals, you run the risk of wasting efforts
huge amounts of time - and money. In this • How to convince your board of the value of social
session, we’ll investigate how to establish goals, media - without ROI information
benchmarks and KPIs that speak directly to your
business
Cut this and replace with
• The first step: What is ‘success’ for your
company? Clarifying and setting key objectives CAS E S TUDY
you want to achieve - and understand how social
media can help you achieve them
How to use Facebook to enhance
• Tailor a set of KPIs that chime with your overall your brand, build awareness and
business goals, are clear, and are achievable
boost the bottom line
• Understand and utilise key cross-industry
benchmarks to put your efforts in context and Facebook has more users than there are people
track success in any country in Europe. In fact, if it was a country,
it would be bigger than anywhere apart from China
PepsiCo Nicki Lyons Head of Media Relations
and India.
Unsurprisingly, 83% of companies maintain
Track the impact of your social
a Facebook presence.
media marketing campaigns by
In this session, we will investigate what the social
understanding the metrics and network can offer your company, the key tactics
measurement tactics available to you for engagement using it, and how to ensure this
engagement works for you.
So you know what you want from social media, you
know what you’re aiming for and you have a clear
idea of how to get there. Now you need to work out
whether you’re making any progress towards your
goals.
There are hundreds of social media metrics available
to you. Some of them will help you identify success.
Some will cloud your judgement and give you a false
picture of progress.
Should you be measuring tweets about your brand,
or retweets of your message? Should you measure
Facebook likes or interactions on your page? Is an
increase in traffic to your homepage better than an
increase in time spent on your site? What’s more
useful for you - qualitative or quantative data? In this
session, learn:
• How should you measure success? What metrics
are available? What insights do they offer you?
• Link your metrics to your business goals
• Defining a metrics strategy that helps measure
all the different social actions that contribute to
impact
Our 5 Guarantees to you:
You will leave the summit with:
1 A roadmap for action: practical steps for your
company to move confidently towards strategic
social media use
2 A clear understanding of the strategies of
leading companies and what you need to take
your place amongst them
3 Benchmarks from some of the biggest brands
practicing corporate social media today
4 New relationships with a highly targetted,
senior set of peers
5 Insights from the most dynamic figures
at work in corporate social media today
Don’t just take our
word for it...
“It was a very well organised event and the
quality of the participants was good – mainly
corporate and not all agency/vendor like
a lot of conferences.”
Paul Butcher, Head of Social Media, Citi
“I normally find social media events frustrating -
they don’t provide content on my level. This event
was different. I learned new things... because
of the real world experience and expertise.
Kelly Feller, Senior Social Media Strategist, Intel
These two days have provided me with
far greater insight into the “Do’s” and “Don’ts”
of social media”
Jill Jacoby, Director of Marketing Technology Strategy,
Prudential Insurance

“I now have a clear benchmark of where we are

and where we need to be, and what resources
Solution and Service Providers – ever we need to get there”
find yourself asking these questions? Catherine Herman, Vice-President of Communications
and Marketing, University at Albany
• Where can I find new customers for my social media
analytics products and services
• Which emerging challenges will offer my business lucrative
opportunities going forward?
• Which partnerships will allow me to take my solutions into
new markets and add significantly to my bottom line? Who will you meet?
Well ask no more! Secure a sponsorship or exhibition package Previous attendees include
at the CSM Summit and you’ll be guaranteed to meet and do
business with our focused and senior audience of corporate representatives from:
executives with a responsibility for social media strategy -
all of whom need your solutions and services!
Panasonic Samsung Electronics
The Corporate Social Media Summit offers an excellent range
Merck Mars Petcare
of sponsorship and exhibition opportunities to suit every
need and budget. We can literally tailor-make a sponsorship American Express Microsoft
package to your needs -meaning you speak, build your brand McDonald’s Timberland
or organize meetings with the leading figures in the CSM space. Amazon.com PepsiCo
Do not miss out on this unrivalled opportunity to do business
BAE Systems Canon
and secure sales from the CSM industry!
Pfizer Hertz
Contact or email Andrew Bold today:
Siemens General Motors
Call +44 (0) 20 7375 7188
Air France Polo Ralph Lauren
or email andrew.bold@usefulsocialmedia.com
Sony Samsung
BASF
 Catch Every Presentation...
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expertise on offer, you’ll want to. We
will record every presentation so you EUROPEAN CORPORATE SOCIAL MEDIA SUMMIT, 17-18 November 2010
don’t miss a thing. Simply purchase The Regent’s Park Marriott Hotel, London
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Media’s unique team discounts.
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comes for half price.

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chunk of you have networking as First name: Telephone:
your primary reason for attending. Last name: Email:
The Summit is designed to maximize Position/Title: Address:
networking time - with highlights
including a networking party on the
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ZIP:
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TERMS & CONDITIONS Places are transferable without any charge. Cancellations after 17th September
2010 incur an administrative charge of 25%. If you cancel your registration after 22nd October 2010 we
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 The European Corporate Social Media Summit
How social media can enhance
marketing and communications,
engage consumers – and boost
profits for European business

Two-day business conference, 17-18 November 2010

The Regent’s Park Marriott Hotel, London usefulsocialmedia.com/europe
Expert speakers confirmed from
all these leading companies
4 great reasons you should attend this conference:

1 Exclusive insights from our unrivalled speaker line-up:

featuring senior representatives from Cadbury, Toyota, Citi, PepsiCo, DHL
and many more!

2 Understand the big picture with our plenary sessions:

Multiple high-level panels for enhanced debate on strategic issues

3 Access to best practice examples and benchmarks:

14 practical and interactive workshops on the nitty gritty of corporate
social media

4 Fill your contact book:

Build a personalised support network with 12+ hours of networking
with senior marketing and communications executives

Supporting
Partners

95% of past attendees say they learnt useful strategies

and best practice they could take back to the office

OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!