The Corporate Social Media Summit San Francisco

The Third Annual
Corporate Social Media Summit
San Francisco
Embed social media across your
company for a more responsive
business, more robust reputation and
an increase in marketing conversion
LOOK INSIDE to check out our top level social media and marketing speakers and business-focused agenda
Speakers include:
Two day business conference, November 13–14, 2013
Hotel Kabuki, San Francisco
#CSMSFusefulsocialmedia.com/sanfrancisco
A practical and interactive business conference built for social media,
marketing and communications executives:
American Airlines
Jonathan Pierce
Director Social
Communications
Dell
Richard Margetic
Director Global
Social Media
U-Haul International
Toni Jones
Social Media Director
Wells Fargo
Kimarie Matthews
Vice President Social Web
AT&T
Brooks Thomas
Director, Digital
& Social Media
Get best practice from the
global leaders: Exclusive strategic
insight from leading social media
professionals from some of the biggest
brands in the world.
Get closer to your
customers through your
social strategy: Build valuable
relationships, humanize your brand and
become customer centric to enhance
long-term customer loyalty.
Stand out in a highly
competitive market:
Become a social business, achieve
consistency of message and
differentiate your company.
USM
Gold Sponsor: Co-Sponsors:
Media Partner:

Further to this the social landscape is constantly changing growing to match new trends
in technology. According to Marketingprofs, smartphone owners in the 18-44 age bracket
spend 84% of their time on their smartphone interacting on social networks and email! This
fragmented landscape means it is even more critical to stay-one-step ahead of the game.
Stay ahead of the curve, set new trends and become a leader.
Social media is not only changing with technology, but is now fundamental to all internal
business functions. Are you confident that social media is integrated efficiently across your
business? You are not in the minority if not, don’t worry.
According to Invesp less than 20% of businesses have managed to embed social media
across departments such as customer service, sales or product development. It’s not good
enough anymore. Ensure you do not have a limited view of social media, take advantage of
this opportunity and get ahead of competition.
Is your business prepared to integrate social media? Engage your consumers? Keep ahead
of technology? Create the perfect customer experience 24/7?
If you answered yes to any of the above, and you want to leverage social for benefits across
your whole company, then the Corporate Social Media Summit is built for you.
We will address many of the pressing issues surrounding social media for business – as
defined by your peers – that you face. Including discussions around internal integration,
engaging your community and driving engagement through content to name but a few.
By attending the summit you will learn how to:
• Embed social media across more than just marketing to ensure transparency,
competiveness and expand your customer relationship beyond sales
• Take your customer engagement mobile – Leverage mobile capabilities to engage
your consumers on the go for even more relevant, targeted and timely marketing.
• Scale and Create valuable content to boost online interaction: Create a continuous
stream of unique and engaging content long term engagement beyond short term deals.
• Engage across multiple markets: Break down internal silos, encourage collaboration
and create global consistency
• Capture, manage and analyse social data – forward plan, understand your customer
and turn your data into actionable insight.
Learn from some of the world’s finest corporate experts to share best practice with you
and answer all your difficult questions– big names already include: American Airlines,
Thomson Reuters, KLM, Kia Motors, U-Haul International and many more.
Ensure you don’t miss out on this opportunity to learn from corporate experts:
Reserve your ticket for this sell-out event.
I look forward to seeing you in San Francisco on November 13 and 14.
Sincerely,
Hayley Dunn
Useful Social Media
As we know social media goes further than just marketing,
it is now a vehicle to grow your entire business, whilst
differentiating yourself from competitors It is business
critical to the success of your business strategy
USMWhy you should attend the
this fall in San Francisco?

BestPracticefromLeading
Corporate Brands:
Social Media and Marketing executives will
share their real-life learning’s with you. Our line-
up includes big brands from various industries
including technology, travel, consumer goods/
service, B2B and much more. Benefit from best
practice strategies that will have impact on how
you strategize going forward.
B2C and B2B Learning:
Introducing targeted discussions across day
one and day two – allowing you to learn to
your specific needs. Whether you work for
a B2B or B2C company we have targeted
discussion designed for you.
Benchmark against
and learn from 200+
corporate peers:
With over 16 hours of best practice and future
strategy planning. New interactive formats
delivering you an in-depth debate which delves
into your biggest issues – so you take-away
solutions which can be put into action.
Bob Smith
MySuccess.com
The most useful aspects are
when peers can talk about their
respective applications and
learnings around Social Media.
This conference delivers that
Perrine Crampton
eBay
The event was a
wonderful opportunity
to connect with
fellow corporate
social media
practitioners,
share best practices
and insights to help
advance the
profession of
social media in the
corporate setting
Dustin Luther
Dun Bradstreet Credibility
Corp
This event was extremely valuable
conference where I got to learn from some of
the brightest practitioners in the social media
space. The speakers were filled with great
information and offered up some great
insights into how they’ve found success
Dewayne Hankins
AEG Sports
I realized all of
my social media
issues - ROI,
resources and
engagement -
weren’t just my
problems. It was
great to see
executives in
businesses like
mine, looking to
solve some of the
same problems
Stephanie Scott
Social Media Specialist,
American Airlines
Loved it –
awesome!
Feedback from
the Corporate
Social Media
Summit In 2012:
What To Expect At #CSMSF Summit in 2013?
USM
usefulsocialmedia.com/sanfrancisco #CSMSFJoin the conversation! You can get involved at:

SUMMIT AGENDA
USM
DAY 1
Opening Keynote: The evolution of social media
Engage your communities for a long-term presence in the market: Support
your brand and build brand awareness across difference demographics.
Your business needs to become the center of the community, a trusted ‘friend’ and industry leader. If you can get the support of your
key communities then you will benefit from a wealth of information and insight. You’ll ensure you keep in line with changes in your
industry, and in consumer demand.
Dell will share how you can enhance trust, boost reputation and drive long term credibility to keep ahead of your competition:
• Go where your communities meet: Identify where your communities ‘hang out’ and ensure your make a presence which is
informative, entertaining and educating.
• ‘Pull In’ your market segments on your own hosted online community to support, educate and guide your core community
audiences.
• Engage influencers in the community: Gain credibility with valuable relationships and recognition from influential members of your
Industry’s community.
Dell
Richard Margetic
Director Global
Social Media
PETCO
Katherine Smith
Director, Social Media
Commerce
Leave social media for customer support: Enhance customer satisfaction,
loyalty and long-term relationships.
According to Zendesk, 62% of consumers have used social media for customer service issues. With the rise in consumers turning to
social media to vent their frustrations you need to be prepared to support your customers through your social channels.
Wells Fargo will share how to support, educate and inform those distressed customers before it’s too late:
• Prioritize online conversations: Develop a step-by-step procedure to identify which issues need immediate attention and which do
not to avoid reputational disasters.
• Real time engagement: Understand how to ensure your team can respond quickly with relevant, timely information which sets you
above your competition.
• Train your team for social complaint resolution: Set guidelines for care support and ensure collaboration with traditional customer
service teams.
Wells Fargo
Kimarie Matthews
Break
Manage external engagement to scale: Maintain customer engagement
with one unified brand voice.
The ability to engage deeply with customers in social will define your competitive edge. You need to deliver a consistent and holistic
experience for your customers no matter which area of the business they interacted with socially. In this session you will learn to:
• Collaborate cross-functionally to ensure consistency across your external messages: Keep in line with business goals and engage
local and global customers with one brand voice.
• Coordinate internal communication flow: Identify the triggers for different teams input to ensure the right skills are leveraged during
multi-department involvement.
• Deliver consistent solutions across your business: Ensure your customers are led through a journey which is relevant to their needs
no matter which channel they communicate on.
American Airlines
Jonathan Pierce
Director, Social
Communications
Clorox
Helen Lee
Social Media Lead
Spredfast
Jim Rudden
Chief Marketing Officer

SUMMIT AGENDA
USM
Lunch
Innovative, creative and thought-provoking content:
Connect with your customers, trigger interaction and stand out from the
crowd.
Content is what drives customers to explore social channels, whether it is browsing your Facebook page, playing YouTube or following
your Instagram. The more engaging your content, the more likely it is to be shared. In this session learn how to cater to the growing
expectation of your fans for relevant, interesting and new content.
• Know your customer: Identify trends, consumer preferences and needs to ensure your content is meeting expectations.
• Create content that customers want to talk about: Experiment, think outside the box and get creative.
• Get your content shared: Learn new ways to link content back to your products and provoke sharing across the online networks.
• The power of visualization: Understand how to leverage the power of photos and video to create stories around your brand.
GoDaddy
Alon Waisman
Go Daddy Social Media
Airbnb
Vivek Wagle
Head of Brand Strategy,
Creative Content
Break
Deliver targeted messages: Localize, segment and personalize your social
media engagement for more effective marketing.
Having a diverse target customer demographic can be a challenge. Appealing to multiple customers with one message can become
irrelevant and lack engagement. Social media has opened opportunities for your businesses to highly target individual customers for
a better response. In this session Intel will share how to deliver targeted, engaging and differentiated messages to your core audiences:
• Identify core groups: Understand your entire audience and segment your more distinct customers into niche groups.
• Tailor your social media messaging to ensure you appeal to different needs, motives and preferences of your product/service.
• Create customized experiences for your customers across different platforms: Differentiate your platform presences to appeal and
serve your customers differently.
Intel
Jennifer Lashua
Global Social Media
Western Union
Karen O’Brien
Senior Director, Global Social Media
Networking Drinks

SUMMIT AGENDA
USM
DAY 2
Embed social media across your business: Map out how to move beyond the
marketing department
The realization that social media impacts more areas than just marketing is is increasingly becoming clear. To be a ‘social business’ you
need to use social channels as a form of communication to interact with, listen to and engage your stakeholders.
Southwest and KLM will share how to lay the foundations of your corporate social infrastructure to truly become social:
• Map out your processes and procedures internally: Develop an integrated social business plan to fully integrate social cross-
functionally.
• Overcome conflicts of interest: Work in harmony across multiple departments and guide your team to the same business goals.
• Understand when to collaborate: Ensure you’re able to plan the levels at which cross collaboration is essential so you can achieve
an even better internal communication flow
• Leverage social technologies to connect your customers and employees – Protiviti will share how you can leverage new
technologies to become a social business.
Southwest Airlines
Christi McNeill
Senior Communications Specialist
KLM
Karlijn Vogel-Meijer
Manager Social Media
Protiviti
Greg Hedges
Managing Director
Qualcomm
Jessica Jensen
Director of Marketing,
Social Media
Break
Case Study: QVC
The evolution of social media: How it has changed the way brands work
and what’s in store for the future.
In this session QVC, will discuss how the company has woven social media throughout the fabric of the company to transform the way
it does business. QVC will share their discoveries and approach to new ways of thinking about how to better connect with customers
to drive real ROI. In this session you will learn an entirely new way to approach social to become innovative, competitive and true to
your brand.
QVC
Peter Farrell
Director of Social Media
Marketing
Make sense of consumer data: Reveal business opportunities
that give your company an edge in the market.
From Facebook and Twitter to YouTube to Pinterest and Linkedin, today’s businesses must keep up with the ever-growing streams of
social media data. This data is valuable information that can give your business the knowledge to make life long changes to the way
you work or the products you sell.
In this session learn how to ensure you are NOT one of the 88% companies using social media ineffectively (Harvard Business Review).
• Capture real –time data: Setup a framework which allows for consumer information to be stored internally for future use.
• Analyse social data: Identify trends, successes, improvements and market needs to ensure your next steps resemble what your
customers want.
• Inform future business strategy: Identify new business opportunities and goals informed by consumer interests.
ATT
Brooks Thomas
Director, Digital Social Media
Toni Jones
Evolve24
Speaker TBC

SUMMIT AGENDA
USM
lunch
Is your social media presence meeting business goals:
From quantitative to qualitative measurement
Social media measurement is one of the most frustrating challenges your business will face. According to Social Media Today 70% of
online businesses that utilize social media don’t bother to measure the ROI.
Conducting social media with no idea as to how it contributes to the success of your business could lead to time wasting and
inefficiency. In order to measure your impact you need to understand your objective:
• Know your objective: Map out the objectives your business would like to achieve using social media.
• Engagement is key: Understand the sentiment of your consumer’s conversation and how this is impacting brand reputation
• How to gauge end customer influence and engagement: Find out how has social impacted brand perception
• Leverage metric results for business success: understand the impact social media is having and invest in where it is most effective.
B2C B2B
Ancestry.com
Kristie Wells
Director of Global Social Media
and Customer Engagement
Bank of the West
Joel Nathanson
Senior Vice President,
Head of Social Media
Thomson Reuters
Jen McClure
Senior Director, Social Strategy
Internal collaboration: Leverage internal insight for better communication,
knowledge and best practice
According to Towers Watson 56% of the employers surveyed currently use various social media tools as part of their internal
communication initiatives to build a community.
Encouraging internal collaboration can create a sense of achievement, boost innovation and bring to light new opportunities. In this
session, we’ll show you how to:
• Set up an internal strategy to allow employees to contribute and collaborate in real time: Leverage internal expertise to help build a
more robust business strategy
• Execute training and tools: Ensure your employees are aware of the do;’s and don’ts for better team-working, and fewer internal
disputes
• How to take internal insight and collaborative ideas to define future goals and solutions: Improve employee relationships and
business growth by leveraging latent internal expertise
Wells Fargo
Nathan Bricklin
Senior Vice President and Head
of Social Business Strategy
Wells Fargo
Kelli Carlson-Jagersma
Vice President Internal Collaboration

NETWORKING
65%
Corporates
32% Service
Providers
3% Journalists
Institutions
Who’s in the roomHere’s a sample of some of the leading
brands who attended in 2012
The Corporate Social Media Summit
November 13-14, 2013 Hotel Kabuki, San FranciscoREGISTER NOW
CALL US +1800 814 34 59 EMAIL US: register@usefulsocialmedia.com
TERMS CONDITIONS Places are transferable without any charge. Cancellations after 20 September 2013 incur an administrative charge of 25%. If you cancel your registration after 18 October 2013 we will be obliged to charge the
full fee. Please note – you must notify Useful Social Media in writing of a cancellation, or we will be obliged to charge the full fee. The organizers reserve the right to make changes to the programme without notice. All prices displayed are
exclusive of VAT unless otherwise stated, but VAT will be charged, where applicable, at the prevailing rate on the invoice date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT
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Platinum
+ MP3s of every session at the conference
INCLUDES NEW 56-PAGE BUSINESS REPORT
Register for a Diamond Pass and receive a copy of our brand new
report. The report will help you utilize the power of social media
to preserve and enhance your company’s reputation.
I work for a brand
/ corporate
I work for an agency
/ solution providerChoose Your Pass
USM
online: usefulsocialmedia.com/sanfrancisco
All Passes
Include:
Access to all
sessions,
lunches + drinks
reception
35%
Manager
20%
Other
2% CEO
9% VP
34%
Director

Join the conversation! You can follow us at:
facebook.com/usefulsocialmedia@usefulsocial linkd.in/USMgroup
Hear from 20+ corporate marketing and social media leaders:
USM
The Third Annual
San Francisco
Two day business conference, November 13–14, 2013
Hotel Kabuki, San Francisco
#CSMSFusefulsocialmedia.com/sanfrancisco
Embed social media across your
company for a more responsive
business, more robust reputation and
an increase in marketing conversion
A
An A-grade and unrivalled speaker
line up – more visibility and insight
on corporate issues than any other
conference B
The best brands attending:
Network with some of the world’s most
influential social media and marketing
professionals from big brands C
Completely Corporate Focus. The
show’s designed with you in mind. Corporate
practitioners in large companies responsible
for social media strategy and implementation
The ABC of what you’re guaranteed:
American Airlines
Jonathan Pierce
Director, Social
Communications
Dell
Richard Margetic
Director Global
Social Media
Toni Jones
Southwest Airlines
Christi McNeill
Senior Communications Specialist
GoDaddy
Alon Waisman
Go Daddy Social Media
Intel
Jennifer Lashua
Global Social Media
QVC
Peter Farrell
Director of Social Media
Marketing
Wells Fargo
Kimarie Matthews
ATT
Brooks Thomas
Director, Digital Social Media
Airbnb
Vivek Wagle
Head of Brand Strategy,
Creative Content
KLM
Karlijn Vogel-Meijer
Manager Social Media
Wells Fargo
Nathan Bricklin
Senior Vice President and Head
of Social Business Strategy
Spredfast
Jim Rudden
Chief Marketing Officer
Protiviti
Greg Hedges
Managing Director
Ancestry.com
Kristie Wells
Director of Global Social Media
and Customer Engagement
Wells Fargo
Kelli Carlson-Jagersma
Vice President Internal Collaboration
Thomson Reuters
Jen McClure
Senior Director, Social Strategy
Clorox
Helen Lee
Social Media Lead
Bank of the West
Joel Nathanson
Senior Vice President,
Head of Social Media
Western Union
Karen O’Brien
Senior Director, Global Social Media
Qualcomm
Jessica Jensen
Director of Marketing,
Social Media
Kontera
Assaf Henkin
Executive VP of
Product Development
VMware
John Troyer
Director, Social Media Evangelist
PETCO
Katherine Smith
Director, Social Media
Commerce

The Corporate Social Media Summit San Francisco

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