Each participant will join this interactive conference focused on sharing advanced strategies, insights and tactics. We put together a great day of programming for you and have provided ample time for the consumption of new ideas as well as opportunities to keep yourself hydrated and fed, and added some networking opportunities in there too.

THURSDAY, SEPTEMBER 22ND (6:30PM – 8:30PM)

The Social Media Club New York Chapter is co-hosting a tweetUp at the W Hotel (Downtown) for local members and Social Media Masters participants, speakers and sponsors. Space is limited. We would like to thank the folks at Zemanta for ensuring there will be non-stop drinks a flowing this evening.

FRIDAY, SEPTEMBER 23RD (8:00AM – 6:00PM)

The Social Media Masters conference takes place at the Digital Sandbox Network and the agenda is as follows:

Sessions for this event are:

BECOMING A SOCIAL BUSINESS: IBM’S JOURNEY
Kat Mandelstein will share insights on the IBM journey to becoming a Social Business and share practical strategies for how to empower your employees to live social, how to execute effective social media campaigns, and how to leverage social thought leadership to influence the influencers. B2B companies have unique opportunities when it comes to how social transforms their business. Starting from social media marketing to attract and retain customers and evolving into business process changes like crowdsourcing innovation with input from partners and early adopters of your products and services. Social is rapidly turning the traditional marketing and product development plans on their heads and creating two-way real-time dialogue for customer interaction. The guarded walls of the corporation are slowly turning into windows with a new level of transparency inside an effective Social Business.

As the world’s leading global technology brand with over 400,000 employees around the world, IBM is a great case study in leveraging both public social networks as well as their own innovations from IBM Research and product development. Being so large and geographically dispersed, it is the ideal test market for this transformation into a Social Business. IBM takes social seriously and leverages it far beyond the average company: for developing products and services; enabling sellers to find and stay connected with clients; training the next generation of leaders. Social has also been at the core of how IBM shares its vision of the transformation to a Smarter Planet among clients, employees, partners, governments, NGOs, and other key influencer communities. This year social also played a key role in the IBM Centennial celebration, where Watson may have won Jeopardy, but is now on to more serious business.

Presented by: Kat Mandelstein

Kathy (Kat) Mandelstein currently oversees worldwide marketing programs, web and events as the Director for IBM Collaboration Solutions in IBM Software and for Social Business for all of IBM (http://www.ibm.com/socialbusiness). Kathy is a regular contributor to BtoB Magazine’s BtoBlog. She also serves on the Board of Directors for Social Media Club (http//www.socialmedia.club.org) and is the Vice President of the local Austin Chapter. Previously, Kathy led the IBM Rational marketing team focused on the business value of effective software delivery.

Kathy has been a pioneer in launching successful web and social media marketing efforts, as well as developing dedicated web communities dating back to the time that she led http://www.ibm.com/developerWorks and http://www.ibm.com/alphaWorks in addition to marketing programs to developers for IBM. Her past history includes leading various marketing, channel and Web development teams in IBM. Before joining IBM, Kathy managed one of the earliest successful retail Web sites, http://www.jcpenney.com. Kat holds a B.S. in Advertising with Minor in Marketing from the University of Texas at Austin and a Global Leadership MBA from the University of Texas at Dallas. You can find her on twitter @katmandelstein.

BRAND RESILIENCE: MANAGING RISK AND RECOVERY IN A HIGH-SPEED WORLD
“Marketing is no longer about building a brand. There’s now a need for brand defense.” – Jonathan Copulsky, Brand Resilience

We can all name the most prominent brands. But today, brand management has as much to do with safeguarding as it does with building. Brand saboteurs are lurking around every corner – especially in the age of social media where news spreads like wildfire – and organizations need to manage risk, anticipate attacks, and bounce back fast after a hit.

How can you protect your brand? By playing active and consistent defense. That starts with understanding how susceptible your organization is to brand sabotage – and knowing how to reduce its likelihood and impact. In Brand Resilience, Copulsky uses real-world examples, including many from social media mishaps, to bring the challenges of defending brands to life. As important as defining the challenges, he also shares popular brand war stories and lessons learned that organizations should consider and adopt.

In this presentation, Copulsky will walk through his seven-step plan to brand resilience. This includes assessing your brand risks, detecting early warning signals, and adapting your defenses. To further bring his plan to life, Copulsky will also draw on the experiences of today’s most well-known brands. By building an organizational capacity to expect the unexpected and understanding your brand risks, you’ll be in a better position to head off trouble before it occurs – keeping you one step ahead of your potential saboteurs.
Presented by: Jonathan Copulsky

Jonathan Copulsky has worked with many of the world’s leading organizations to grow profitable customer relationships for over thirty years as a consultant and senior executive.  He has helped clients assess their brand value propositions and market positioning, design their “go to market” strategies, revise their channel strategies, create new market-based segmentation frameworks, establish analytically-based customer loyalty programs, revamp their sales forces, call centers, and database marketing efforts, re-think their service operations to take advantage of new technology-enabled capabilities, and integrate customer-facing organizations forces in conjunction with mergers and acquisitions.

Jonathan speaks and writes frequently on issues related to sales and marketing management and is a regular contributor to a number of publications and online forums.  His critically praised book, Brand Resilience:  Managing Risk and Recovery in a High-Speed World was published by Palgrave Macmillan in May 2011.  Jonathan has served in numerous leadership roles at Deloitte, including Chair of Deloitte Consulting’s Marketing Council; Chief Marketing Officer for Deloitte’s Global Strategy & Operations Practice; Managing Principal, Global Sales and Marketing Strategy Practice; and Managing Principal, Midwest Strategy & Operations Practice. Recently, Jonathan assumed responsibility for Deloitte’s eminence portfolio and activities, including oversight for Deloitte Research and Deloitte Review, in addition to his client service responsibilities.

BUILDING CORPORATE SOCIAL INFRASTRUCTURE
It’s no secret that C-Suite execs in most large businesses have been slow to acknowledge the social economy or to formalize and fund social engagements across their organizations. But the communication tidal wave that is social media cannot be stopped and many business silos have begun their own individual efforts given the lack of executive leadership in this area.

Be it Customer Service Managers scouring Twitter feeds, HR teams monitoring LinkedIn, Marketers advertising in social networks or PR Professionals engaging social influencers, most enterprises are engaged in social relationships through disjointed efforts initiated by the customer or customer-facing departments. Therein lies the challenge for enterprise leaders; and the opportunity if they accept this call to action.

How does the enterprise adapt to the internal communications changes that are pushing it to be more open? More social? The employee’s adoption of social communication does not translate well to the kind of work groups that are formed in most businesses. So the inevitable introduction of social networking-style communication into an office culture will have powerful implications on how businesses are structured and managed. But you need to understand how to enable it without losing control of your business’ corporate vision. In this session Sam will outline:

• The challenges that social communications will place on your
  workforce and business silos
• The needs, abilities and challenges of generational communications
  within the organization
• Cross-silo methodologies used to embrace and take advantage of the
  changes in how people communicate

Using real examples from the corporate world, you’ll leave the session with a blue print for your own corporate cross-silo social communication plan.

Presented by: Sam Fiorella

Sam is currently the Chief Strategy Sensei for Sensei Marketing in Toronto & New York City. His expertise in interactive and social media marketing space has been earned through 20 yrs of senior level management within marketing departments and, most recently providing interactive strategy consulting to over 30 marketing agencies across the globe. Throughout this time Sam has been instrumental in creating world-first marketing software applications and innovative marketing strategies for clients that range from: Home Depot, Hitachi, AOL, Ford Motor Company, Hyatt Gaming Corporation, AXA Equitable, Snyder’s of Hanover, Johnson & Johnson, Hyundai, Chef Boyardee, and thousands more!

Sam is the creator and moderator of the #bizforum Twitter debate where business professionals discuss the pros and cons of trending busines-related topics each week. Sam is also the author of the popular marketing blog: The Social Roadmap and author of the soon to be released business book by the same name.

TREND CURRENTS IN SOCIAL MEDIA
Facebook, Twitter, YouTube, Google+: it is almost impossible to not get all caught up in the current trends and platforms that swirl around the social media space, making it difficult to see how these evolving approaches fit into a marketing plan. The fragmented and fast-moving digital networking world can blind us to the bigger-picture drivers of all these developments – forces that will certainly shape how we communicate in the marketplace in future days. In this session, we’ll get beyond the particular boats (current platforms and tools) and examine the river – the trend currents – which are driving social media adoption. We’ll step back from the noise and gain clarity on the handful of cultural and technological trend currents that make social media an inevitable evolution, and provide context as to how it can best be used for business growth.

Presented by: Steve Woodruff

Steve Woodruff is the Connection Agent. Through his unique Brand Therapy sessions, he connects people and brands with their core professional DNA (identity and message), and then connects them with resources in his vast social network. Steve has built two trusted business referral networks (Impactiviti and the Connection Agency) to help bring together top clients and providers. He is very active in social networking, maintaining three blogs and contributing to two others, and has also participated in group-authoring three books (The Age of Conversation 1, 2, and 3).

He consults a variety of pharmaceutical companies on communication strategies and speaks regularly on social media marketing, technology, and training. Steve believes that social media is in the “tricycle” stage and writes regularly about the future of digital networked communications.

LESSONS FROM THE FACEBOOK TRENCHES: THINKING BEYOND “LIKES”
The power of Facebook for businesses goes beyond the number of people who click “Like” to connect with your Page. It’s about building relationships where people want to engage with and share your content, and it’s about building an authentic persona for your company that talks with people on their terms.

This session will explore how to make your Facebook Page and other activities more personal and engaging through a mix of real-world tips, case studies, demos and group exercises. Topics to be covered include:

• Advanced features for managing and setting up your Page
• Developing a voice for your Page and creating the best mix of content
• How to compete for attention in News Feed
• Emerging opportunities beyond the Page and off of Facebook

Presented by: Matt Hicks

Matt helped build the communications team at Facebook as one of the first members of its PR team. Most recently, he led social media and content strategy for it main communications channels–including the Facebook Blog, official Facebook Page and Twitter account—which reach millions of people every day. Before that, he managed the company’s advertising and business communications and worked with top executives to position Facebook as an essential tool for marketers and consumers.

A former journalist, Matt moved into PR and marketing in 2005 to work with Silicon Valley startups such as YouTube, FeedBurner and Topix.net, first at ZENO Group and then at SutherlandGold Group. In 2003, he served as an American Political Science Association Congressional Fellow in Washington, DC. He previously was a writer and editor for Ziff Davis Media and eWEEK in San Francisco, and earlier worked at various daily newspapers. Matt graduated from the Medill School of Journalism at Northwestern University.

MASTERING MOBILE MARKETING
With the explosive growth of smartphone adoption, mobile marketing has matured into a medium most marketers should seriously consider. In this workshop, you’ll learn about the types of mobile marketing, including SMS, display advertising, search marketing and location based marketing, and how they can be used both as independent marketing strategies and as a compliment to your current marketing campaigns, both online and traditional. We’ll also look at emerging mobile technologies, such as QR codes and high capacity color barcodes, and how and when they should be used in your mobile marketing.

Presented by: Brandon Eley

Brandon is an Interactive Director, entrepreneur, author, and professional speaker. Brandon has 10 years of experience in online marketing and e-commerce from both the perspective of an e-commerce retailer and that of a consultant. As the Interactive Director for Kelsey Advertising & Design, a small-smart advertising agency with a strong focus on digital media, Brandon oversees interactive projects, online marketing campaigns and information architecture.

Brandon is the co-author of “Online Marketing Inside Out,” and frequently speaks about online marketing at conferences and organizations all over the country. He also co-authors the SitePoint Tribune email newsletter that reaches over 200,000 web professionals weekly. Brandon is the owner of 2BigFeet.com, online retailer of large men’s shoes, as well as several other websites and blogs.

SOCIAL BUSINESS, HOLISTIC STRATEGY
After spending the past 12 years on the top of search results for “holistic business strategy”, Chris Heuer believes the day has finally come for his insights to become part of mainstream management thinking. As the disruption caused by social media reverberates across all aspects of organizational operations and culture, market leaders are turning to social business to transform the enterprise and seize a competitive advantage. The rise of social business is not only the sucessor to eBusiness, it signals the dawn of the post digital era. Today, being digital is expected, it’s the price of entry. If you can’t think holistically, collaborate across traditional organizational boundaries, optimize your organization to act as one and earn the trust needed to truly serve your market, your business may soon be extinct.

Chris will share his insights on how to think and act like a social business along with the perspective from his colleagues at Deloitte Consulting LLP on the dawning of the post digital era.

Presented by: Chris Heuer

Chris has been engaged in interactive communications since 1993, and launched his first agency, Guru Communications, out of South Beach, Florida in 1994. Over the years he has helped numerous startups with go-to market strategies, product design, web site development, online marketing campaigns, ecommerce and what is now widely referred to as social media.

Seeing similarities between the rise of the Web as a vital communications technology and the current rise of social media, Chris formed Social Media Club in March 2006 to help more people understand the greater significance of what it means to be social and how media production/consumption has changed. To this end, Social Media Club is promoting digital media literacy, encouraging the sharing of lessons learned, promoting industry standards such as Creative Commons and discussing questions of ethics.

Chris is a Specialist Leader, Social Media for Deloitte. In addition to his direct endeavors, he serves as an advisory board member for Buzzlogic and my6sense. He is a frequent speaker, workshop leader and a trained facilitator and has organized numerous unconferences for the community and private organizations of all sizes.

WORD OF MOUTH MARKETING: CREATING BUZZ AND ENGAGING INFLUENCERS
Leading industry thought leader and practitioner Sean Moffitt delivers a session that provides a 360 degree overview of the world’s, culture’s, business’  and marketing’s greatest force – word of mouth. On the social web, word of mouth rules more than it ever has, so step back and enjoy a tour du force of buzz, evangelism, word of mouth, referral and passalong wisdom from one of the industry’s best .  Sean will take you through the 36 reasons why people buzz, the 6 types of influencers and what motivates them, a simple WOM planning and building model, some street-savvy shortcuts for getting the right message out at the right time to the right people, some great case studies and some thoughts on institutionalizing word of mouth in your organization and also a look at some word of mouth watchouts, tools and what word of mouth will look like in the future. Many WOM lessons were not only learned up close but also gleaned from studying the world’s top 100 social brands in his recent book Wikibrands – Reinventing your Company in a Customer-Driven Marketplace (www.wiki-brands.com)   If you have any interest in understanding what influences today’s customers in what they buy, think and do, don’t miss this session.

Presented by: Sean Moffitt

Sean is a well-recognized thought leader in company innovation, brand leadership, social influence marketing and online community building, marrying his passion for grassroots engagement, digital technologies and the brand. He has been an executive-level marketer, agency leader and consultant, in roles bridging the traditional and digital divide for over 15 years.

As an answer to business’ future, Sean founded Agent Wildfire in 2004 (www.agentwildfire.com) – a leading marketing, media and research firm dedicated to customer advocacy and innovation, word of mouth, influencer marketing, online communities, social media and buzz-building. Located in Toronto, he now continues and expands that work for startups, Fortune 500s and executive teams by leading the Wikibrands consultancy (www.wiki-brands.com).

Sean has previously led the direction of Canada’s best known brands at Molson, Guinness, Labatt, Procter & Gamble and others as a client and agency partner. He speaks frequently on the subject of new marketing and media (see range of topics below), chairing national conferences, speaking internationally and commenting in national broadcast and top print media and lecturing at universities across a variety of topics. Sean is also an executive consultant to Don Tapscott’s firm nGenera (http://www.ngenera.com/) and helps executive and brand teams power the collaborative enterprise.

You can also spot his rants and musings on new economy subjects through his blogs “Buzz Canuck” (http://buzzcanuck.typepad.com/) & “Spreads Like Wildfire” (http://www.spreadslikewildfire.com/) and e-newsletters (http://www.agentwildfire.com/contact_us) . He spearheads two Canadian executive networks “The League of Kickass Business People” (www.theleague.ca) and “The League of Kickass Under 30” and leads two lifestyle media startups Generation Go and Trend City.  He has also authored an annual research report on Canadian marketing and media “The Buzz Report”, a number of critically acclaimed white papers on new media topics and is a columnist for Smart Brief on Social Media (http://www.smartbrief.com/).

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To attend this conference, click this pretty purple button:

Venue

The Digital Sandbox Network
55 Broad Street
New York, NY

Website | Map






Directions from Subway:

• 2,3 Train to Wall Street. If you are coming from Brooklyn, exit from the last car. If you are coming from Uptown Manhattan, exit from the first car. You will be exiting from the Wall Street/ William Street exit. Walk towards Broad Street and make a left on the intersection of Wall Street and Broad Street.
• 4,5 Train to Wall Street. You will be exiting from the Wall Street/Broadway exit. Walk towards Exchange Place and make a left on Exchange Place. Go straight for 2 blocks and make a right on Broad Street. We are on the Northeast corner of Broad and Beaver Street.
• J,M,Z Train to Broad Street. We are located on the North East Corner of Beaver and Broad Street.

Hotel

DoubleTree by Hilton Financial District
8 Stone Street
New York, NY 10004
Tel: 1-212-480-9100
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We have negotiated a small room block with a rate of $269.00/night with the Doubletree. If you are in need of accommodations, please book today as the rooms will go fast!

The hotel is less than two blocks from the conference venue: