June 15th — 16thThe Marriot Brooklyn Bridge • New York City

Social Media and the Customer Journey

Day One — 15th JUNE, 2015


Social Media as a Foundation for Long-term Growth:

Social Media is moving so fast that businesses are struggling to keep up. As such, it is unsurprising that confusion remains over how to fully achieve social success. Some companies want to heighten brand awareness while others want to boost loyalty customer. Whatever your goal, it cannot be achieved in isolation.

Social Businesses recognize the evolving relationship between social media and their over-arching business goals. In this session, hear from leading C-suite executives on how they developed an integrated approach that puts social media at the heart of their business, and as a solid foundation for long-term growth.

  • Generate a holistic and coherent approach: Break down internal silos to bring an end to fragmented marketing and inconsistent customer experiences.
  • Embed social media across your company: Integrate social into your core business processes to facilitate greater collaboration, agility and innovation.
  • Social Media Success in 2016: Get insight on how social media is changing, along with the standards and metrics you will be held accountable to. Set your goals, and hear how to achieve them.
Chief Marketing Officer
Rose Hamilton
BBVA Compass
Chief Marketing Officer
Jennifer Dominiquini
Chief Marketing Officer
Russ Findlay
Chief Insights Officer
Bruce Rogers

Social Media and the Customer Journey: Putting the customer at the center of your social strategy

To thrive in a world of ever-increasing competition and heightened customer-expectation, your customer must take center-stage of your social and wider business operations.

Moreover, recognizing the notion of a customer journey within social media is bringing great reward to leading organizations, as they are able to connect with the customer seamlessly across platforms, channels and departments.

  • Achieve personalized and meaningful customer connections, every step of the way: Use social to plug into your customer behaviors and heighten customer intimacy. Ensure your company focuses on relationships as well as transactions.
  • Evolve organizational structures to better serve your customer: Moving to a customer-centric approach can blur the traditional lines of responsibility. Strategize to avoid internal tension and get everyone singing from the same hymn sheet.
  • Develop a 360 degree understanding of your customer: : Companies have more data and tools than ever to truly understand their customer. Hear how to surface actionable insights and generate a cross platform identity for informed and unique customer interaction.
SVP Consumer Marketing
Mindy Stockfield
The Economist
VP Global Integrated Content Solutions
Jeff Pundyk
VP North American Commercial Marketing
Bryan Jones
Josh March


Social Infrastructure: Be nimble, collaborative and consistent.

To maximize the impact of social, every department must be included, and pulling in the same direction. In this session, hear how to move away from a fragmented social structure to a holistic and consistent approach

  • Agility is Key: Be able to engage customers at the speed they expect - streamline your internal communications meaning that you can move fast, learn, share, adapt and seize opportunities.
  • Insight delivery – share the wealth: Generating actionable insight from your data is pointless if it is not being distributed to all those who can benefit. Structure for sharing, so that social can help fuel each and every department
  • Collaborate for a unified approach: To achieve seamless customer experiences, consistency is vital across the numerous customer touch-points. Get differing departments on the same page, whilst reducing internal conflicts.
Wells Fargo
SVP, Head of Collaboration and Social Strategy, Wholesale Services Group
Nathan Bricklin
Southwest Airlines
VP Communications and Strategic Outreach
Linda Rutherford
Dunkin’ Brands
Strategic Initiative Director, Office of the COO
Kari McHugh

Social Media Education: Empower, enthuse and educate your workforce to become a social business from top to bottom:

  • Get senior leadership on board: Pacify potential fears, whilst building their social capabilities, helping to enhance company reputation and heighten workforce engagement
  • Create an autonomous and socially sophisticated workforce: Educate your workforce on the core skills needed, meaning they can speak for the brand; and know the boundaries you’ve set to protect it.
  • Clear lines of responsibility: Ensure roles, responsibilities and contacts are clearly mapped out across your department/s for quicker conflict resolution and service delivery
Director of Social Media
Richard Margetic
Schneider Electric
Global Social Media Director
Tanya Donnelly

Widen Your Reach | Deepen Your Engagement

B2C Track

B2B Track

Deepen and prolong your engagement with the 5 C’s of Content Curation:

  • Compelling: Add value in order to take value: Whether your content is looking to inspire, inform, challenge or entertain, your content must be valuable to your customer to cut through the cacophony of noise.
  • Contextual Content is King: Social content creation is about listening and then acting. Hear how to react in real-time, to supplement an already compelling content calendar.
  • Customer-Centric content that stands out from the crowd: Marketers have more data and tools than ever to create tailored campaigns across multiple channels. Heighten personalized and targeted content to ensure you stand out
  • Consistent - Achieve on-going engagement to keep your brand top of mind: One great campaign is never enough. Streamline your creation processes for efficient and sustainable content creation, in order to feed your audience’s insatiable appetite.
  • Conversation – you started it, now keep it going: Creating your content is just the beginning. Hear how to fuel the conversation and connect with customers long after your initial campaign.
The Economist
VP Global Integrated Content Solutions
Jeff Pundyk
National Director, Content Solutions
Elliot Bell
Hormel Foods
Vice President Corporate Communications
Julie H. Craven

Turn your brand into a publisher of targeted, thought-provoking content that will resonate with your audience.

According to the Content Marketing Institute, 86% of B2B marketers use content marketing, yet only 38% say they’re good at it. In the session, learn how to fully engage your audience and get ahead of your competition:

  • Tailored content for maximized engagement: There is no one-size-fits-all content. Hear how to find where your target audience spends their time, and how to produce tailored campaigns for this platform/channel.
  • More bang for your buck - the true value of paid media: Know where to spend, how much to spend, and how to produce a clear picture of the ROI of paid media.
  • Partner with legal for quicker, better marketing: Hear how to fix this often flawed relationship to enhance efficiency, speed of operation and risk mitigation
Senior Director US Communications
Rebecca Cisek
BAE Systems
Head of Digital Communication
Dean Clarke
CFA Institute
Director of Social Media
Marissa Pick
Premier Farnell
Global Head of Content
Sagar Jethani

Case Study Perfecting a Truly Multi-Channel Approach - How NBC reach the right people, at the right time, in the right place.

People now check their mobile devices up to 150 times a day. As such, responding to the right conversation at the right time is critical to your social success. In this case study, NBC will share what this looks like, and how to achieve it:

  • Getting the right balance in a fragmented media landscape: Discover the right channels - as well as the right paid/earned/owned balance – to maximize the clout of your campaign. A strong and coherent media plan, across a multitude of platforms, is the lifeblood of a strong campaign.
  • Timing is everything: Establishing an engaging content calendar is good… having the ability to assess your audience and react in a flash, is far better. Hear how your company can seize the moment, and react to the right conversation at the right time.
  • Convergence with traditional media and live events: The opportunities to combine social media with live events, and more traditional advertising formats, allows companies to connect with audiences in a new and deeper way.
NBC Universal
Executive Director, Digital Content
Lou Dubois

Harness the Power of Advocacy: Use your customers and employees to drive engagement and sales

According to McKinsey, word of mouth marketing is a primary factor for up to fifty percent of purchasing decisions. Moreover, when employees share something with their social networks, it has 20 times more reach that typical brand sharing. It is time to fully harness this power.

  • Identify and engage your key influencers: Discover where and how advocates are talking about your brand and engage them. Use their voice to enhance your brand credibility.
  • Build brand communities to amplify your message and boost peer-to-peer recommendation: Empower your customers to share and shout about your brand, as well as influencing their peers to buy your brand.
  • Feed your content-marketing with Consumer and Employee generated content: Replace corporate messaging with humanized and personalized posts that resonate with your employees and their networks
  • Turn your employees into brand champions: Empower your employees to spread your company’s success farther and faster, enhancing your authenticity and digital presence in the process
Whole Foods
Director of Social Media and Digital Marketing
Natanya Anderson
Chief Communications Officer
Dan Lewis
Rob Dawson
American Express
Director, Corporate Affairs and Communications
Erica Rose
Global Social Media
Blair Hammond

Social Selling

B2C Track

B2B Track

CASE STUDY Social Media and Ecommerce - How to monetize your social community without alienating it:

  • Motivate your customer at the perfect moment: Targeting is everything. Develop the right internal processes to discover what each customer wants before they want it. Then you are ready to sell on social.
  • Pull rather than push your consumer: Drive sales through harnessing the power of peer-to-peer reviews, social sharing and word-of-mouth marketing
Social Media Hub Manager
Robertjan Groeneveld
Cathay Pacific
Head of Digital and E-commerce
Robecta Ma

Generate future business opportunities: Use social to cultivate qualified leads, and engage high-level decision-makers

  • Leverage social channels to reach a broader audience: Generate new revenue streams through cross-channel lead generation and heightened product awareness
  • Locate and engage high-level business decision makers: Leverage social for purposeful and efficient networking with the right people, in the right place.
  • Tap into a wealth of internal knowledge and expertise: Harness your most effective and efficient new business winning asset – your employees. Empower and equip your staff to be brand advocates and introducers of new business opportunities.
Bank of America
Senior VP, Enterprise Social Media Marketing
Chris Smith
White and Case
Chief Marketing Officer
Michael Hertz

Day Two — 16th JUNE, 2015

Sharpened Social Performance

Social Data: Derive actionable insight to make smarter decisions…all the time.

Without accurate data analysis, spotting opportunities with regards to content, loyalty, customer acquisition or media-buying will be difficult. In this session hear how to filter through your sea of data to generate actionable insights that will drive your business forward.

  • Data-driven decision making: Granular analysis of your data can surface valuable insights and build a richer understanding of your customers. Unearth this information to positively influence future business decisions
  • “Strike while the iron is hot” with real-time and predictive analytics: Estimate future market share, shape future strategy, and even heighten the effectiveness of a current campaign with data forecasting and real-time analysis
  • De-silo your data: Social intelligence has a huge value to customer service, operations, sales and product development. Collate and communicate this insight across the business and get buy-in from other departments
Condé Nast
Associate Director of Marketing
Sofia Sheth
Century 21
Global Director, Social Media
Matt Gentile
Jola Oliver
Associate Director of Data Strategy and Activation
Kraft Foods

Impact Measurement and ROI: Know what works to improve your strategy | Know how to communicate it to improve your budget

  • Speed and Accuracy:Measure success quickly and accurately, so that you can respond and improve your on-going campaigns and strategies
  • What matters is what works: Measuring too many things can waste valuable time and resources. Know which metrics matter most, and feed this learning back into your strategy
  • Prove your impact through the right language and data visualization: ROI is not return on influence, impressions or interaction. The secret to social media success is showing how it impacts your bottom line – hear how to do this, and improved budgets will follow.
BAE Systems
Vice-President, External Communications
Brian Roehrkasse
Director of Social and Content
Leah Gentry
Executive Director, Digital Media Outreach & Customer Relations
Jared Schultheis

Social Media for Customer Service

Social Media for Communications

Achieve Seamless and Efficient Support: Generate an integrated social support structure for quicker, more transparent support

  • Fully integrate social intro your customer service operations for seamless coordination: Break down departmental silos, and map-out workflows and responsibilities for company-wide consistency
  • Shift from Reactive to Proactive Customer Support: Get on the front foot - solve problems before they become complaints through forecasting and predictive analytics.
  • Transition to self-help and peer-to-peer help to maximize call diversion and efficiency gains: Generate quick and engaging methods of self and peer-to-help that make problem solving faster for your customer, and cheaper for you company.
Director, Social Media & Community
Nidhi Pratapneni
American Airlines
Head of Social Customer Experience
Annette Hernandez
Amica Mutual Insurance Co.
Assistant Vice President
Lisa Melton
General Motors
Social Strategy
Whitney Drake

Social Media Brand Protection: Listen | Prepare | Prevent

  • Monitor and mitigate risk: Protecting your social brand is no longer preferable, but vital. Stay one step ahead through identifying potential threats and smothering them
  • Regulation, privacy, and speed: Heighten efficiency and speed of operation when potential crises do formulate.
  • Preserve brand reputation and customer satisfaction through an empathetic and transparent response.
Senior Director, Digital Communications
Josh Palau
Vice President of Customer Service
Sue Gilkey-Martin

Make Your Brand Stand Out: Create superior customer interactions with timely and personalized solutions:

  • Achieve customer consistency through a “single customer view”: Synthesize cross-channel information to equip your staff with one, cohesive customer profile.
  • - Respond to customers at the speed they expect: Achieving real-time response is difficult, but vital. Hear how to streamline internal communications and procedures, whilst breaking through the external noise to identify key trends across multiple channels
  • Boost customer satisfaction and loyalty through personalized and personable responses: Surprised and delighted customers are loyal customers! Equip your frontline staff with the skills and tools to respond in a personable manner, and build a genuine connection.
Global Sr. Director, Online and Social Media Customer Support
Chug Abramowitz
Best Buy
Global Sr. Director, Online and Social Media Customer Support
Gina Debogovich
Director, Social Media Planning & Integration
Vanessa Sain-Dieguez
Dollar Shave Club
Vice President Member Services
Janet Song

Storytelling through Social: Achieve deeper and long-lasting engagement through an engaging brand narrative

  • - Stop selling, and start telling: A strong content campaign can achieve brand favorability… a strong brand narrative can achieve brand affinity. Uncover the true power of storytelling.
  • - Engross an ever-increasingly fickle customer base: Stories can hook audiences and keep them hooked. Uncover and craft your brand’s narrative, communicating this through engaging platforms and channels
  • - Be Authentic | Be Human: Your company and customers have a wealth of stories to tell. Take these and create easily-consumable stories that will not only authenticate your brand, but humanize it.
U-haul International
Social Media Director
Toni Jones
Jaguar Land Rover
Vice-President Jaguar Brand
Jeff Curry
SVP of Brand Communication and Business Activation
Angie Henderson Moncada

Jack Edgar

Conference Director, Useful Social Media
Telephone: +44 (0) 207 375 7226
Email: jack@usefulsocialmedia.com

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