SOCIAL MEDIA MARKETING FOR BUSINESS
AT STANFORD UNIVERSITY
Tuesday, May 5, 2009 Stanford Faculty Club

8:30 – Registration

9:00 AM — Welcome and Introduction
Co—Hosts: Beverly Macy, Rodney Rumford

Setting the stage for a full day, Beverly and Rodney will introduce the core concepts of social media, review the speaker agenda and anticipated takeaways for the day.

9:15 AM — Social Media Marketing Overview, Beverly Macy

Beverly teaches Social Media Marketing at UCLA and works with clients at all levels to understand how social media tools fit into the traditional Integrated Marketing plan. To kick off the day, she will discuss the state of the social media marketing landscape today, giving best practice examples of how major brands are using Social Media as a fast, efficient, and relatively low-cost way to get their message directly to an audience. Learn how companies from all industries are changing the ways in which they engage with their customers and associates.

9:45 AM — KEYNOTE: “How Social Media Will Transform the Fortune 500”
Bob Pearson, President, Blog Council, formerly VP, Communities & Conversations, Dell Inc.
Based on his experience as the architect of Dell’s social media efforts and innovative partnerships with technology partners, such as Microsoft and Salesforce.com, Bob Pearson will describe the capabilities of social media to transform how a company interacts with its employees, learns from customers and, ultimately, how ecommerce will evolve. He’ll share the real world applications and business case studies of using Twitter and other social media tools at Dell, as well as discussing the benefits and lessons learned from these efforts. Join Bob as he shares his thoughts and insights on where the industry is going, the role conversational marketing will play and how this impacts your business today.

10:30 AM — Networking Break

10:45 AM — “Twitter as a Business Tool” Rodney Rumford

Rodney is a major force in the Social Media world today. He will discuss Twitter as a Business Tool; how you choose to use that tool will be determined by what you want to use it for: ie. news distribution, customer service, sales, branding, extending product awareness, product launches, promotion, relationship building, etc. Hear directly how Twitter is impacting businesses and marketing campaigns in real time from a visionary social media strategist. He is also the Co-Founder of www.tweetphoto.com

11:30 AM — “Social media: The bridge from print to…”
Alasdair Stewart, City Editor of the Walla Walla, WA Union-Bulletin
Alasdair is a social media pioneer and is leading a traditional print journalism staff into a multimedia future. Old-school media groups have yet to unlock the power of social media. They focus on how tools like Facebook and Twitter can be used to gather and disseminate news but ignore the power of these tools to “sell” people on the news. At the same time, these organizations are for many reasons notoriously averse to marketing. Learn how social media is changing this at a price

12:00 PM — Networking Lunch

1:00 PM — “Using Social Media Tools to Drive Customer Loyalty and Retention” Charles E. Miller, Director, Social Media Strategy, DIRECTV
Charles will discuss how and why DIRECTV chose to use Social Media to drive customer loyalty and retention. Learn how putting social media in your employees’ hands promotes open communications and equips them with the best possible story to tell about your brand. Hear first hand why DIRECTV believes that if you’re not joining the online conversations about your brand, you’re ignoring your customers and potential brand advocates.

1:45 - “How Social Media is Changing the Public Relations Ecosystem”
Jason Kintzler, Founder and CEO, PITCHENGINE
Jason is a former print and broadcast journalist turned PR expert and now, savvy entrepreneur. Media delivery methods have changed dramatically in recent years, but the PR industry has had trouble keeping pace, until now. With new social web tools and tactics, PR professionals have the opportunity to take their share of the corporate marketing pie by being the champions of social media. By reaching consumers, investors and media directly, brands don’t have to rely solely on print ad campaigns to tell their story — They can tell it themselves. It’s public relations in it’s purest form.

2:15 -”Leveraging the Wisdom of Crowds to Further Engage Target Markets and Garner Brand Intelligence”
Michael Agnich, Co-Founder, CT0, PREDICTIFY
Is crowd wisdom hype or reality? Can it be monetized and, if so, how? From polls to prediction markets to user-generated content sites, the space is littered with consumer successes and business failures. Find out how ‘ wisdom-of-crowds’ platforms and sponsored prediction challenges can help maximize customer engagement. Mike will use the John Grisham/Doubleday Publishing case study to illustrate how crowd wisdom can affect the bottom line.

2:45 Break

3:00 – 4:00 PM — “Integrating Social Media into the Marketing Mix”
INDUSTRY PANEL – Cisco, Facebook, DIGG, SixApart
Moderator: Steve Farnsworth, Silicon Valley Brand Forum
Social Media is continuing to evolve – 3 out of every 4 US adults online now are using social tools to connect and network. New, easy-to-use social web tools are empowering anyone and everyone to communicate. The communication channels are rapidly changing for corporations. This disruption is causing some significant changes in how companies will communicate with their employees and the market. This panel focuses on how companies are integrating social media into their marketing activities, what lessons they’ve learned, and how these efforts have made them better able to serve their employees and consumers.

4:00 PM – WRAP UP “You’ve Learned A lot Today. How To Go Back To the Office and Impress Your Boss”
Beverly Macy, Rodney Rumford
Discussion on how you can establish strategic objectives and ROI targets for successful social media campaigns. Find out how to get started in the Social Media world and move in the right direction to meet your business objectives, plus for those companies with social media strategies in play, how to further enhance your efforts and increase results.

4:15 PM – Expert Q&A

4:30 PM — Adjourn

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