8:55 Chairperson’s Welcome and Opening Remarks

9:00 Keynote: Social CRM: “It’s Going To Change Everything!”

Let’s Go Live! Come prepared for 15 minutes Q&A.

Since the rise of the internet, social CRM has arguably emerged as one the most significant developments for marketers and customer experience professionals today. However, this time we’re taking a crucial lesson from the past seriously: do not listen to the doubters! While social CRM remains inherently difficult to define - and one size will never fit all – social CRM is no longer a buzzword; it’s here to stay, and it’s going to change everything! In this opening session, investigate what social CRM really is, and learn how it is going to change everything we do:

• Defined: What is social CRM?
• How is social CRM being used? Who is using it?
• Why customers and organizations need social CRM

Becky Carroll
Community Manager
Verizon
Author
“The Hidden Power of Your Customers: 4 Keys to Growing Your Business Through Existing Customers”

10:00 Virtual Presentation: Successfully Adopting Social CRM: How to Convince Executives Social Media Works!

Let’s tweet! Ask questions via Twitter and have them answered immediately - by the author of “The Social Media Bible!”

Do your executives tweet? Chances are if they do, your company is actively involved in developing a cutting edge social strategy. But similar to any emerging technological innovation, integration and adoption can only move forward with active executive support. In this session, explore proven buy in strategies to achieve executive adoption for social CRM:

• How to evaluate whether your executives fully understand social CRM’s benefits
• Strategies to manage executive objections and resistance towards social media for business
• First steps to effectively educate executives on the benefits of social CRM

Lon Safko
Author
“The Social Media Bible”

11:30 Panel Discussion Social CRM for Customer Insight and Knowledge Management

Social media is the real voice of the customer.

Customer insight provides the most valuable way to gauge the success of your organization’s entire operation. But this information is often quantitative, and is frequently obtained through methods and metrics, which don’t necessarily reflect how customers really feel about your product, service and brand. However, social media’s innate ability to collect customer insight and enhance knowledge management is opening new doors. In this session, critically explore how social media is being used for organizational growth and development:

• Explore methods to engage consumer insight through social media channels: social networks, community forums & geo apps
• Learn how to utilize data to construct accurate consumer profiles, market segments and identify consumer drivers
• Knowledge Management: achieve new revenue streams from social media VOC

12:15 Panel Discussion: Metrics and Analytics

We all know social CRM is more than just establishing an organization’s presence in the variety of social networks consumers use. And measuring the success of this presence stems beyond the simple counts of how many friends, fans and followers your organization has. But identifying the right tools which can help your organization establish benchmarks for an optimal use of social media for customer management can be difficult. Understand how to quantify your social audience – by assessing different analytics and metrics, which will help your organization improve its social CRM, and deliver ROI:

• Strategies to identify where your organization’s audience lies in social media
• Assess what metrics apply to your business’ use of social CRM
• How social CRM metrics can improve products and customer lifecycles

2:00 Case Study: Integrating Social CRM into Existing Marketing and Customer Engagement Channels

Social CRM is great - but it’s not about to replace the broad spectrum of any brand’s established marketing and CRM strategy. As a result, it can often be challenging for marketing and customer service executives to effectively align existing strategies with the constantly changing dynamic of social media. In this session, analyze how to integrate existing marketing and customer service touch points into a synergistic and cost effective social engagement strategy:

• Strategies to successfully integrate social media into established channels for marketing and customer service
• Cross promote loyalty and rewards programs via social media
• How to measure overall effectiveness

Jim Tuchler
President
GiftsForYouNow.com

2:45 Case Study: Optimizing Social CRM for B2B

While many B2C brands effectively leverage social media to engage with their audience, B2B brands and business units seem to struggle to show their social touch. In turn, the push to create inroads for social CRM in B2B continues to lag behind the innovations of social CRM for B2C. In this session, learn innovative lessons from an organization maximizing its B2B opportunities with social media:

• Learn from B2C social CRM best practices and improve B2B
• Implement a cutting edge B2B social CRM strategy
• Identify methods to achieve new B2B revenue streams

Venson Kuchipudi
Chief Marketing Officer
Deal Umpire

4:15 Case Study

‘Gamification’: Achieving Customer Loyalty with Social CRM

We’ve reached the point in the maturity cycle of social technology where simple engagement is no longer enough. In order to develop meaningful and lasting customer relationships, intelligent and strategic organizations must add to their social CRM arsenal. One methodology for doing so is ‘gamification’. Gamification is the process of adding game mechanics and dynamics to an existing system, to leverage hidden pathways in decision-making and behavior. These mechanisms can be leveraged to drive behavior by a consumer - or customer-base - but can also be built into social CRM and other business systems to improve productivity and drive key behaviors within the existing organization:

• Examples of internal gamification, gamification in customer communities, and its increasing value in social CRM
• Key differences between introducing game elements and “making something a game”
• Strategies to produce short term and long term rewards from gamification

Matt Kammerait
Social Media & Marketing
Quad/Graphics

5:00 Case Study: Social Commerce. From Engagement to Driving Sales

At its core, social CRM's strength lies in helping empowered customers solve problems in ways that drive profit. This same practice is at the heart of today's best social sellers. But with tools like Facebook, Twitter, blogs and LinkedIn, where should you begin? And how can you make the most of your time? In this session, learn how to leverage social engagement strengths, in ways that generate leads, referrals and sales. Learn from big brands like Intuit, Ford and family-run businesses like PetRelocation.com - and get clear next steps on making social media sell:

• Three things you don't know about social media engagement that can multiply returns
• The common social marketing best practices that often do more harm than good
• How to generate leads and acquire new customers through a direct response engagement paradigm

Jeff Molander
Author
“Off The Hook Marketing: How To Make Social Media Sell” Adjunct Professor
Loyola University Chicago
Principal Youth Aging Inc.

5:45 Chairperson’s Closing Remarks