Program

Speaker:
Jeremiah Owyang

What happens when social and mobile technologies become pervasive and persistent? Humans crave social interaction and now have the tools to be constantly connected regardless of space and time. We've just begun to explore how simple self-publishing tools are interacting with early industries like journalism, PR, and marketing. Yet, despite these early advances, social technologies still have years to mature. In this forward thinking presentation, Jeremiah Owyang will answer such questions as: What happens when these technologies become pervasive and everywhere? How will websites change as a result of customers asserting their voices on every webpage? How will mobile technology fuel social behavior? Plus, he'll break down the trends coming from technology, their impact to business, and how customers will react. Attendees will walk away with a vision of the future as well as a plan to put into their long-term roadmap.

You'll discover:

• How executives use social technologies in the context of decision-making and work style
• Case studies from companies who are doing it right with advocacy programs, community websites, and sponsored bloggers
• Upcoming trends: Location-based marketing and Social CRM

Speaker:
Brian Ellefritz, Senior Director, Social Media Marketing, SAP

Brands who embark on building a social media marketing function often find their path cluttered with issues far removed from Facebook's privacy policy. As your team emerges from the informality of the last few years, you'll find yourself dealing with organizational boundaries, cultural challenges for your brand, concerns about risk (both personal and brand) and mundane tasks like building budgets, planning and metrics models. Brian Ellefritz bootstrapped the social media marketing team into existence at Cisco and is now taking on this same challenge at SAP. He'll share his sometimes surprising lessons learned.

You'll discover:

• Ideas for putting social media guidelines in place
• Ways to demonstrate the value of social media
• How to overcome legal concerns

Speakers:
René Bonvanie, Vice President Worldwide Marketing, Palo Alto Networks
Belinda Hudmon, Director, Interactive Marketing, Motorola

Hear two great case studies on how to use social media to build event attendance and engaged with attendees before during and after the event to increased ROI. Imagine having to get 500 people to an event and only having 4 weeks to do it. Now imagine you want to do this 100% through social media. Impossible? Not so! René Bonvanie, former CMO of Serena Software will tell you just how they did it. In a second case study, Belinda Hudmon, will discuss how Motorola's B2B business is leveraging social media to extend their in-person event experience—presentations, demonstrations, announcements and customer interaction—beyond the show floor. She'll show you how to leverage the dialog started at the event to generate ongoing dialog with customers and partners and ultimately improve ROI.

You'll discover:

• How to use social media to build event attendance
• Ways to leverage social media to reach both tech savvy and more traditional customers
• What to consider when deciding how to engage with customers and prospects through social media

Speakers:
Kathleen Malone, Social Media Strategist, Intel
Jamie Grenney, Senior Director of Social Media, salesforce.com

In this session, you'll see how these technology leaders are adopting wide-spread social media usage in their companies. First, you'll get an inside look at Intel's social media evolution, covering the business drivers and the business cases that resulted in social media participation and adoption. And you'll discover examples from Intel's Social Media Center of Excellence. Then we'll show you how salesforce.com leverages social media to harness the energy of their two million evangelists. With the belief that your customers are your best sales people, salesforce.com spends lots of energy on events where customers can speak to each other, as well as to prospects, to share their experience. Social media is a natural extension of that model to help facilitate these conversations online. You'll learn about the salesforce.com journey and how they measure the results of engaging in social media.

You'll discover:

• How you can inspire wide-spread social media usage in your company
• Patterns, frameworks, strategies and executions that make Intel a market innovator
• Why customers can deliver your message with greater authenticity and targeted reach than traditional media

Moderator:
Tatyana Kanzaveli, CEO, Social CRM World

Panelists:
LaSandra Brill, Senior Manager, Digital and Social Media Marketing, Cisco
Deidra Bodkin, Vice President Client Services, IDG Strategic Marketing Services
Ali McCourt, Product Manager, TurboTax

Online communities are becoming more and more important when it comes to developing relationships with and engaging your customers/potential customers. In this important session, you'll learn from the community managers of top brands who will present case studies on how to drive B2B customer engagement though online communities. You'll learn best practices on how to use online communities to engage in real-life conversations with B2B buyers. We'll discuss how to integrate communities when using other social media channels, processes for filtering feedback back to the appropriate Subject Matter Expert, how to have an online community strategy across the organization, and more.

You'll discover:

• How organizations use online communities for business impact
• What to do if there is negative feedback on your community about your brand
• Examples of how big brands drive B2B buyer engagement on the social web

Moderator:
Michael Brito, Vice President of Social Media, Edelman Digital

Speakers:
Brian Watkins, Social Media Manager, Adobe Systems Incorporated
Rahul Kadavakolu, Director, Intl. Field Marketing and Global Branding, Wipro

Need help in developing and rolling out the social media strategy in your company? Don't miss this session where you'll discover how Adobe started with a social media audit to lay the foundation for a comprehensive social media strategy, as well as examples from Wipro on how they manage social media across their entire enterprise. We'll discuss an emerging social media model for managing across corporate marketing, business units, and community experts. Plus, you'll see real life examples of how to leverage social media to develop deeper engagement with customers.

You'll learn about:

• Adobe's Social Media Audit—what they did and what was learned
• Establishing consistent social media metrics across the company
• Organizational structures that make sense for managing social media

Speaker:
Luanne Tierney, Vice President, Worldwide Channel Marketing, Cisco

It's no longer a fad for teenagers. Social media can be a cost-effective way to amplify your traditional marketing efforts. Many of us are beginning to capitalize on these tools and services to go after new customers, and create deeper intimacy with current ones ... but what about the channel? Social media can have a significant positive impact on your channel marketing and communication efforts. In this session, you'll discover what Cisco's partners are doing with social media and how you can encourage your partners to do the same.

You will learn:

• How to strengthen your channel marketing and communication efforts with social media
• Cisco's secrets to social media success in the channel
• How to encourage your partner community to harness the power of social media

Speaker:
Robert Scoble

With the advent of iPads, Facebook, Foursquare, Twitter, LinkedIn, and Google Buzz marketing opportunities are increasing and changing. What does it all mean for B2B high-tech marketers? Don't miss this exciting keynote luncheon presentation where Robert Scoble, will discuss how you can use these new technologies to build a global brand and get people to try your products or services and, better yet, incent them to tell their friends about it. You'll discover examples from a variety of high-tech companies who are gaining better ROI on their marketing efforts with these disruptive services and learn how you can do the same for your organization.

Moderator:
Tatyana Kanzaveli, CEO, Social CRM World

Panelists:
Dr. Marc A. Smith, Chief Social Scientist, Connected Action Consulting Group
Lawrence Liu, Product Manager, Cisco's Enterprise Collaboration Platform Business Unit
Thomas Lento, Data Scientist, Facebook
Michael Wu, Principal Scientist of Analytics, Lithium Technologies Inc.

This panel discussion features industry practitioners who are applying social network analysis (SNA) and visualization to understand the dynamics of social interactions between the internal population of employees and the external population of customers and partners. We'll discuss how the analyses evaluate and measure the business impacts of social media engagement. Discover how the result is useful for identifying opportunities to strengthen brand reputation, customer service, product development and sales. You'll walk away with an understanding of how to assess and measure your company's social media engagement among internal and external stakeholders.

Learn how SNA can:

• Help your company to identify key contributors and influencers
• Be used for analyzing brand awareness and reputation
• Can help with competitive analysis

Moderator:
Chris Koch, Associate Director, Research and Thought Leadership, ITSMA

Panelists:
Jeannine Rossignol, VP, Marketing Programs, Xerox Global Services
Dawn Cochran, Director, Solution Labs, CSC

In this session, we'll look at the latest findings from ITSMA's research and discuss how two companies, CSC and Xerox, have used social media to find and retain new customers and enable internal salespeople to have more informed discussions with customers. First we'll talk about how CSC launched the first B2B social networking site for the insurance industry, WikonnecT®, in 2008. In less than a year, more than 10,000 members joined this collaborative community, enabling CSC to listen to, talk to and energize clients about business and technology solutions. Secondly, you'll learn about, "Competipedia"—a secure, interactive, wiki-based resource for the Xerox Global Services sales force to find the latest competitive information. The platform allows for one clear source of information and informs the sales force on how to use the information in a sales engagement.

You'll discover:

• Research that shows how social media has a great impact on the buying process
• Why B2B social media efforts need to be integrated and emphasize collaboration—internally and among buyers
• How social media technologies can increase sales and customer loyalty

Moderator:
Roy Young, President, MarketingProfs

Panelists:
Michael Fauscette, Group Vice President, Software Business Solutions, IDC
René Bonvanie, Vice President Worldwide Marketing, Palo Alto Networks
Laura Ramos, Vice President of Industry Marketing for North America, Xerox Global Services
John Graff, CMO, National Instruments

In this session, two authoritative analysts will present highlights from their research to give you a rich picture of best practices and benchmarks in the use of social media for B2B high-tech marketing. Then we'll have two executives react to the research based on what they are seeing and doing within their own organizations. First, Michael Fauscette of IDC will explain why traditional corporate culture remains the largest barrier to successful social media initiatives today. He'll discuss the different operational challenges organizations face to effectively deploy and manage social media initiatives. René Bonvanie of Palo Alto Networks will provide highlights of an elaborate study on the adoption and usage of social media in the enterprise. This study provides marketers ways to be protected against the "dark side" of social media as well as be able to fully benefit from its "bright side." Then you'll hear some "in the trenches" opinions from John Graff, CMO of National Instruments and Laura Ramos, VP of Xerox Global Services who will react to the research and provide advice on how you can encourage wide-spread social media use within or own organization.

You'll discover:

• How social media changes B2B buyer behavior
• Why social strategy that encourages all participants to have a voice, disrupts the hierarchical model of so many organizations
• Invaluable insight into the risks and rewards of social media use

Moderator:
Ann Handley, Chief Content Officer, MarketingProfs

Panelists:
Kim Terca, Senior PR Consultant, Page One Public Relations
Brian Watkins, Social Media Manager, Adobe Systems Incorporated
Marti Konstant, Vice President of Marketing, Open Kernel Labs

Social media marketing is not just for large high-tech companies with big budgets. In fact, small companies with limited budgets can generate significant business results with these new tools. The new conversational media is perfectly suited to the flexible and fast-moving cultures of small- and medium-sized businesses. Companies of all sizes can learn from the pioneering and creative execution of these small organizations. You'll hear how Brian Watkins of Omniture, a division of Adobe, uses social media to generate awareness, drive leads, provide customer service and solicit ideas to enhance existing product development. He'll emphasize the performance measurement techniques used to track closed business deals. Marti Konstant of Open Kernel Labs will tell the story of how they used Twitter to share valuable content with key thought leaders who re-tweeted positive company-centric links and information to THEIR lists of followers—often exceeding 500–1,000 each. Kim Terca of Page One Public Relations has used social media to generate press coverage, improved customer service, and increase new customer leads. She will use real-life examples to show you how to evaluate which platforms are right for your business, how to plan your strategy, and how to measure success.

You'll discover:

• How small companies can gain big business results with social media
• How sharing valuable content and insights on Twitter can attract important followers
• How Twitter profiles reflecting thought leaders with large, credible companies can intensify a smaller company’s presence in the market

Speaker:
Guy Kawasaki

In this thought-provoking closing general session, entrepreneur, venture capitalist and author Guy Kawasaki, explains how high-tech marketers can use Twitter as a marketing weapon and demonstrates the tools that make this possible. He will present examples of B2B brands and how they are monitoring, prospecting, selling, and supporting via Twitter to inspire you to get the most out of this platform.

You'll discover:

• How to use Twitter to increase your sales and marketing reach
• Success stories from B2B companies!