Agenda

Agenda

Executive Social Media Boot Camp (Optional)*

Tuesday, April 20

7:30 am

Registration open, breakfast available

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8:30 am to 8:50 am

Introduction and Welcome
Brett Hurt, CEO, Bazaarvoice

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From Participation to Transformation
Sam Decker, CMO, Bazaarvoice

As brands have “let customers in” to participate, they are realizing value in surprising ways. With an attitude of openness, their social commerce strategy is extending beyond the walls of their site, deep into their organization and wide into communities on Facebook and Twitter. As trust and openness grows, the diary of a socially-enabled brand journey leads to a bigger transformation than they expect. What started on the site, led to marketing, is following outside the site and coming back to change everything in the business. Hang on for the next phase of customer centricity.

You’ll learn:

• How social commerce is defined and where it’s headed
• How participation chains will change the way you connect customers to value
• How your company can accelerate from the marketing team to company transformation
• Why your website is only the beginning

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Social to the Core: How New Media - Unlike Marketing - Forces You to be Competent Again
Douglas Rushkoff, Author, Get Back in the Box

Rushkoff’s message for today’s companies is to get back in the box and communicate through the products and services you’re offering. An automobile is a better form of media for communicating the attributes of a car than a car commercial. Consumers don’t want to engage with brand mythologies, they want good products, good experiences – and good excuses to share what they’ve learned with other people. Rather than looking to media to create your brand for you, accept that your product is itself a medium. This is first step towards learning how to invest a product with what it needs to survive in a transparent and virally communicative mediaspace. Then, and only then, can social media come to your aid, helping you develop a culture that begins inside your company, and extends outwards through employees, customers, shareholders, and even the competition.

You’ll learn:

• Why most marketers still misunderstand this basic proposition
• Why and how Rushkoff developed the notion of viral media
• How to invest a product or company with the social currency required to make it worth sharing with others

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10:25 am to 10:55 am

Break/Sponsor Showcase

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The Next Big Social Commerce Innovations
Mike Svatek, Chief Product Officer, Bazaarvoice

As the leader in social commerce, we try to stay three steps ahead of what’s happening right now. You’ll understand the vision that drives us and take a peek at the new ways you’ll connect with consumers, suppliers and partners in the future. See what’s new and what’s next for social commerce solutions – and chime in on what’s most important to you.

You’ll learn:

• Trends that drive our innovation strategy
• Our innovation vision and what’s next
• What top-secret projects we have in Bazaarvoice Labs

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The Bottom Line: How Real Companies Measure the Impact of Social
Manish Mehta, Vice President, Global Online, Dell; Jamey Maki, Director of eCommerce and Online Experience, Golfsmith

The one thing you’re all asking yourselves: How do I prove this really works? What’s the real value of social media, in light of all the marketing activities we could be doing? You’ll hear from two major brands – in two very different fields – tell you exactly how they prove social initiatives drive bottom-line results. No fluff, no jargon – just the facts.

You’ll learn:

• How to measure social marketing – even when you don’t sell online
• How major brands justify social initiatives – all the way up to the C-suite
• Ways to approach the question of ROI from several angles

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12:30 pm to 1:30 pm

Lunch

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Who are Digital Millennials and How Are They Changing Shopping?
Moderator: Kelly Mooney, President and CXO, Resource Interactive, and a panel of Millennials

Digital Millennials – those born between 1982 and 2000 – are bigger than Baby Boomers, and they’re having a huge impact on the way we all communicate and shop. Born at the keyboard, this group holds the key to more than $200 billion in spending power, with more than 15% of it spent online. Chances are, at least part of your business is focused on capturing these dollars – but they demand you market to them in a whole new way. Resource Interactive shares its massive research and talks to real Millennials in this eye-opening, LOL-filled presentation.

You’ll learn:

• What matters most to Millennials (and how you can stand out)
• How to communicate with them (hint: be authentic)
• Don’t think Millennials matter to your brand? (be surprised)

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The $ocial Revoluton at Turbotax: Friendcasting in the Age of Media Anarchy
Seth Greenberg, Director of National Media and Digital Marketing, Intuit

TurboTax’s 2009 campaign was the largest use of customer reviews in a marketing campaign – reviews were online, in stores, even on cell phones. This year, TurboTax makes their UGC even more relevant, helping taxpayers find TurboTax reviews and stories written by people they know. Doing this requires millions of customers writing millions of reviews by integrating with and reaching out via social networks, See how TurboTax drove participation, then drove sales, by empowering the customer voice.

You’ll learn:

• How to think holistically across marketing channels
• How to be more contextually relevant to drive greater results
• How to enable your customers to be your best sales force

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3:05 pm to 3:35 pm

Break/Sponsor Showcase

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3:35 pm to 4:20 pm

Roundtable Discussions

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4:25 pm to 5:10 pm

Roundtable Discussions

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5:10 pm to 6:30 pm

Sponsor Showcase Happy Hour

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Networking Reception and Dinner

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Wednesday, April 21

7:30 am

Registration open, breakfast available

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Six Pixels of Separation: How Marketing Connects in a Connected World
Mitch Joel, President of Twist Image and author of Six Pixels of Separation

Companies still struggle to understand online marketing as a new generation of digital opportunities unfolds. Consumers have never been so powerful, and they’ve never been so connected. Mitch Joel unravels the fascinating world of new media, consumer-generated content and social media. Learn how these marketing touch points are creating conversations where the results are staggering and loyalty is off the charts. Words like social media and Web 2.0 control every boardroom discussion in relation to growing market share and new marketing opportunities. Learn how to take part in these communities and conversations.

You’ll learn:

• How brands successfully build loyalty through social media
• What drives major brands to become open and how they get there
• The keys to creating successful customer-generated marketing

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How Urban Outfitters Makes the Most of its Unique Influencers
Dmitri Siegel, Executive Director of Marketing, Urban Outfitters

Urban Outfitters believes in “marketing without marketing,” collaborating with their loyal customers – many digital-savvy Millennials – to promote and evolve the brand. See how Urban Outfitter connects with their customers and prospects with a variety of social strategies. Even if you don’t target Millennials, you’ll walk away with ideas to apply to your own social strategy.

You’ll learn:

• How Urban Outfitters stays consistent and relevant across social initiatives
• Strategies for creating an encompassing social strategy that impacts your business
• Methods for gaining deep buy-in from all corners of the organization

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10:20 am to 10:50 am

Break/Sponsor Showcase

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Marketing WITH Customers: How the User-Generated Value Chain Works between Manufacturers, Retailers and Customers
David Tarbuck, Multi-Channel Programme and Operations Manager, Argos; Dan Halsey, Senior BestBuy.com Capability Manager, Best Buy; Stuart Wallock, Senior Manager, Global Community & Personalization, Dell; and Mary Ann Antonelli, Digital and In-Store Marketing Manager, HP

In today’s open digital world, consumers rule – they can now constantly sound off to retailers and manufacturers. Smart retailers and manufacturers work together to listen and learn from consumers. Today, marketing for manufacturers means opening up to let consumers sell for them, with retailers, consumers and manufacturers reaping the rewards. Channel marketing and supplier relations will never be the same.

You’ll learn

• How the social commerce transforms the manufacturer and retailer marketing strategy
• How effectiveness of customer-fueled, digital channel marketing is evaluated for retailer and manufacturer
• Where all this is taking channel marketing

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Optimism in a Downturn
Mark Andeer, Vice President of Brand Strategy , OfficeMax

Economic downturn, layoffs, unemployment, real-estate bubbles, inflation, spiraling stock market, bank failures, government bailouts, recession and let us not forget the double dip recession. It’s hard to ignore all this negative information but as leaders in business we must inspire confidence in our organizations. Because how can we inspire consumer confidence when we are operating internally with fear?

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12:25 pm to 1:25 pm

Lunch

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Organizing the World's Information for Shoppers
Sameer Samat, Director of Product Management, Google

Through observing changes in consumer behavior on a mass scale and work with the world’s leading retailers, Google has a unique perspective on the impact of the web, social media, and mobile technologies on the retail landscape. Learn what you can do to prepare for the opportunities ahead, as well as how your investment in Social Commerce with Bazaarvoice gives you an edge in the competition for consumer attention and loyalty.

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Five Markets: Five Views on Social
Billy May, VP eCommerce, adidas; Stephen Strong, Global Director of Interactive, Alberto Culver Company; Pinny Gniwisch, Founder and CMO, Ice.com; Mona Marimow, SVP, Marketing, LendingTree; Rhonda Crawford, VP Member Communications, USAA

You told us you wanted to hear how a variety of industries use social commerce, so here’s a session that proves Social commerce lives far beyond just retail sites. See how service providers, financial institutions, small businesses, and more make social drive real results.

You’ll learn:

• What “conversion” means to a variety of businesses and how social drives business results
• Strategies for thinking outside the box to maximize social commerce
• How non-retailers align and prioritize social strategies with their unique business goals

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Bazaarvoice Executive Q&A and Closing Remarks
Bazaarvoice executive team

What’s on your mind? Here’s your chance to ask the thought leaders from Bazaarvoice any questions we may have missed this week. Authenticity and transparency prevail here, so bring it on.

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Thursday, April 22, Executive Social Media Boot Camp*

The Social Commerce Maturity Curve
Sam Decker, CMO, Bazaarvoice; Sean McDonald, Principal, Ant’s Eye View

We’ll kick off the day with a look at what “maturity” means in the burgeoning world of social. We’ll plot each of you on the curve to ensure that everyone gets the most from this highly interactive day.

You’ll learn:

• Where you and your brand fit on the continuum
• How to perfect and make the most of each stage of the game
• How the rest of the day will fuel your next six months of social initiatives

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Let’s Build a Social Media Plan
Ben McConnell, Author and Principal, Ant’s Eye View

We’ll lead one brand through an assessment of their current social media program and frame a social media plan using the Objective-Goal-Strategy-Tactic (OGST) framework. This will illustrate exactly how you can go through the same process for your own brand.

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Creating a Community That Sells Products
John Lazarchic, VP — e-Commerce, PETCO

What does “online community” mean to you and your business? In the end, all communities should garner real results – and not just increase site traffic. We’ll look at and share ways communities can (and should) track directly to bottom-line corporate goals, and how to get there. We’ll use your feedback from learning about our roadmap to build this interactive discussion.

You’ll learn:

• How to measure any community’s effectiveness
• Why aligning with corporate goals helps guard against “ghost towns”
• Key differences between communities that impact business-driving metrics and those that don’t

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10:30 am to 10:50 am

Break

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Facebook: Ghost Town or Business Mecca?
Ben McConnell, Author and Principal, Ant’s Eye View; Jonathan Gilliam, CMO, EvolvHealth; and Shawn Morton, Senior Consultant for Social Media, Nationwide; Kevin Daniels, Group Product Manager, Bazaarvoice

Facebook is a bit like the old west – companies rushed in to stake a claim. With more than 350 million residents, it’s too big to ignore, but in the mad dash to build a Facebook page, little thought went in to building business benefits. Hear from EvolvHealth, a rare Facebook success story, and discover how Facebook can deliver on real business objectives.

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11:40 am to 1:00 pm

Lunch

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Spreading the Word: How Customer Oxygen Impacts the Entire Organization
Stuart Wallock, Senior Manager, Global Community and Personalization, Dell

We already know that customer opinions, stories and questions can change all areas of an organization – from customer service to product design – so how do you get started? See best practices for staffing teams to best utilize this content, creating reporting structures that work efficiently, and see how your peers make the most of their content inside the four walls.

You’ll learn:

• What your internal teams should look like to best handle customer oxygen
• What initiating a culture shift can do to the organization (and the bottom line)
• How others like you are facing the same challenges

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Social Listening: Making the Most of Customer Voices Beyond Your Site
Bill Stephenson, Vice President, Sales and Client Service, Nielsen Company

Listening to online conversations is changing the way brands do business. And while it’s great to have consumer content collected on your site, there’s huge value in listening beyond your site in social networks like Facebook and Twitter. Nielsen shares best practices for capturing this information beyond your site to track your brand’s health, gain insights that lead to innovation, and to build online customer relationships.

You’ll learn:

• Real-world examples of brands that listen well – and win
• Perspective into how to best listen to drive innovation
• How to combine social web data with Bazaarvoice data to create a full image of your customers

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2:25 pm to 2:45 pm

Break

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How to Get ROI from Social Media
Tom Vaughn, Director of Social Media, USAA

Airtight ROI is the trip wire for social media: everyone needs it, but it’s not available for every social initiative. There are a few organizations that have successfully measured ROI; hear their stories and learn about a recommended framework to measure your own ROI.

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Wrap-Up and Launch into Action
Sam Decker, CMO, Bazaarvoice; Sean McDonald, Principal, Ant’s Eye View

Working together, we’ll review key “A-ha!” moments, plans for the future, and help you center on the next steps you’ll take tomorrow when you’re back at your office. All questions will be answered, and we’ll get your in-person, real-time review of the day’s content.

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