8:55 Chairperson’s Recap of Conference Day One

9:00 Exercises for Achieving ROI

Social CRM Workout!

It’s easy to get carried away with all the hype and praise surrounding social media. But let’s not get lazy! Every organization needs to remain in shape if it wants to achieve social CRM ROI. In this work out session, let social media expert, fitness personality and Naked Fitness author, Andrea Metcalf, guide you through key exercises, which will stretch, tone and measure your social CRM ROI. Two industry specific work outs will be run. Both sessions will allow delegates to discuss, debate, learn and share experiences on how to achieve maximum ROI from social CRM:

• Industry ROI Workouts: (1.) Social CRM for Customer Experience (2.) Social CRM for Marketing
• Innovative methods to identify, measure and achieve social CRM ROI for professional objectives
• Understand how social CRM investments improve and modernize customer relations and marketing
• Best practice examples for establishing successful social CRM adoption and integration

Andrea Metcalf
Author of Naked Fitness
Sears & Chicago Tribune Featured Fitness Blogger

10:00 Case Study: Social Media for Proactive Customer Service

If you’re considering , or currently adopting social media as a direct channel for customer service, it’s important to remain aware that the ways in which your customers communicate via social media, will never be similar to the way they communicate and respond to traditional customer service channels. In this session, learn innovative lessons which will improve your organization’s approach to using social media for customer service:

• Transform staff into community managers and social CRM wizards
• Identify service metrics: relevant KPIs and best practice quality assurance
• Adopting social media for increased customer satisfaction and retention
• Reduce long term customer service costs

Ramon De Leon
Marketing Mind
Domino’s Chicago

11:30 Case Study: The Viral Matrix and Multi Channel Engagement

The constantly developing world of marketing and customer engagement is all about the conversation. If strategized correctly, mass media, mobile, online, direct marketing, and social connections, can all intersect to help create an absolute customer experience. In this session, explore real world case studies from industries including: insurance, software and office support - where multi-channel engagement was measured, and monetized, from the initial touch point, right through to the conversion. In today’s viral matrix, the conversation, not the conclusion, remains key:

• Establish measured strategies to talk to the customer and prospects through: direct mail, email, microsite and survey
• Understand the potential interplay of the matrix of customer and prospect engagement in: social, mass, online, direct and mobile
• Learn methods to deliver your message to the right people, at the right moment
• Explore case studies which demonstrate a variable multi-channel approach using technology acceleration

Phil Larson
Asst VP, Director ISD Enterprise Operations
American Fidelity
VP Business Development
Grafaccent

12:15 Roundtable Discussions: Social Media Reputation Management: Managing Inciters – And Rewarding Advocates

In many respects, social media is an anarchistic media platform; it’s also a highly democratic one, too. The recent examples of civilian groups using social media as a strategic communication channel to revolt against, and topple governments, is testimony to the massive audience reach people are empowered with when inciting dissent via social platforms. On the contrary, there remains no doubt that people frequently use social media to support, advocate, and positively engage brands and organizations. In this round table session, move between two discussions, and critically explore how social professionals manage customers who are inciters; and reward those who are advocates:

Table 1: Inciters

• Why social media can destabilize an organization and its operation - if it’s not identified early
• Best practices for establishing a social CRM crisis management and communications protocol
• How to identify, monitor and prevent negative customer sentiment - before it goes viral

Table 2: Advocates

• What drives consumers to advocate and promote brands via social channels?
• The importance of rewarding and engaging brand advocates
• How to transform customers into brand ambassadors

2:00 Panel Discussion: Human Capital Management: Who Should Own Social CRM?

Ask an expert! Come prepared for all of your social media governance Q&A.

When your customers are in cyberspace, where should your social media team be based? And more importantly, what type of staff should you employ to engage customers through social media? At this stage, most organizations that use social CRM - as a service and strategy - have small onshore teams, which are a fraction of the size of other business units. But let’s face it, more and more customers are engaging social media as a service. As a result, organizations not only have to consider expanding social media deployments, they must also consider who will manage the operation, where it will be located and what the department’s specific function will be. In the end, there is no right or wrong approach to this subject; ultimately, every organization is different and has its own unique expectations for what it can and can’t achieve from social media. In this panel session, take a holistic approach to both the theoretical and practical constraints of social media human capital management:

• Where does Social CRM responsibility reside in the C Suite?
• Onshore, or offshore? Internal, or outsourced? What’s best for your organization?
• How to determine the right characteristics and qualifications for your frontline social CRM staff and management
• Preparing a framework for the growing deployment of social media for customer engagement within your organization

2:45 Social CRM Law & Order: Policies, Privacy and Legal Protection - for Customers and Employees

Prepare your defense! In this must see session be ready for an expert cross examination - and strengthen your social media policy.

Establishing internal policies for managing customers and clients for social CRM can be determined by a multitude of factors. Some of the most important legal variables include: individual privacy agreements; your customers’ age; the different laws of the states they reside in; and the different online regulations that apply to each sovereign nation you conduct business in. Similar to how these rules and regulations govern internal and external policies for traditional CRM, your organization’s social CRM policy must also consider and implement similar rules, regulations and security requirements. In this session, a legal expert explores the critical ideas, which will help protect your social CRM strategy. Learn expert knowledge, and ask questions which will help solidify your organization’s social media policy:

• Learn from worst case scenarios: how and why social CRM privacy was breached
• How to develop and implement a safe, secure and compliant social CRM policy
• Key safeguards to protect your organization from undue liability

Michele Shuster
Partner, Mac Murray
Petersen & Shuster LLP
Former Deputy Attorney General
Ohio Attorney General’s Office

3:30 Chairperson’s Closing Remarks and End of Conference