Social Media for Savvy Marketers


Technology has transformed the way people use social media - and how brands interact with their customers and prospects.

Day One Sessions

The Importance of Social Leadership The importance of socializing themselves seems to be universally understood by companies. Yet the role of leadership in social is only now beginning to be examined. Being social does many things - it relates to followers that leadership understands the digital and social world we live in and it provides a perceived transparency into the business. It also serves to engage employees and partners - showing an understanding of the role social channels play in getting business done.

The Convergence of Search and Social Most marketers will agree that social is an important, if not necessary, driver of awareness and customer engagement as well as a robust source for detailed customer data and insights. A less understood facet of social relates to the dynamic opportunities that arise when performance marketing (SEM & SEO) and social marketing converge. Marketers who integrate these two digital disciplines can more effectively optimize their content, messaging, media placements and overall strategic approach. These opportunities beg for a better understanding of the dynamics between links, search ranking, paid search, social sharing, content generation and content distribution.

Developing Strategies for Multi-Screen Experiences It’s unavoidable - an increasing number of people are on screens of all sizes at all times of day. And they use those devices differently, motivated by urgency, situation, convenience and entertainment. This means strategies can no longer be rooted in a single screen, or worse, retrofitted into smaller screen experiences. Companies must consider the portability and utility of their content first in order to enact a “big idea” that can shape-shift or even allow a participant to chase new content down different screens.

The Evolving Role of Data in Creativity Data and creativity generally seem diametrically opposed, and while organizations typically understand the role of data when it comes to articulating an audience strategy, media plan or user experience, they may not realize that there are also huge opportunities for creative optimization using testing and data across Web, search, email and social. These technologies help us to understand what type of creative content and messaging is resonating with people, which allows us to make the content we produce smarter and ultimately more engaging for audiences of all kinds, whether they're buying software, soap or services.

How Mobile and Social Combine With our population’s growing reliance on technology and access to information, social marketing has needed to shift its purpose from being present to being relevant. This reality is only amplified by mobile. The explosion in smartphone ownership has propelled dozens of newly formed expectations and behaviors that are closely aligned with social. And so it was inevitable that brands would find themselves needing to address the confluence of these two mediums. The interconnectivity of social and mobile is presenting entirely new challenges and opportunities for brands to tackle, from showrooming to "information in motion" to behavioral messaging to SoLoMo.

Data: Clever vs. Creepy  When it comes to data, organizations have a lot to work with. At our fingertips is a rich amount of information - location, preferences, purchase history, email, conversational data, social activity, social chatter and more.  Organizations (both B2B and B2C) must use this data responsibly - it’s this act that will allow brands to stay on the right side of “clever vs. creepy.” This is particularly true when you consider the opportunities data presents in mobile - perhaps the most personal and protected medium.

Social Influencer Marketing While social influence marketing has taken the B2C world by storm, the B2B space has lingered behind, more encumbered by the need to budget against measurable results. Yet the reigns are loosening. The reality is that, while behaviors are very different among B2B influencers, the opportunities for amplifying messages and driving action are just as worth pursuing. This session will explore how B2B marketers should address a social marketing influence plan, including identifying andunderstanding key market segments, the motivations encouraging influencers to work with brands, the return on investment and setting expectations.



Start Time Topic Confirmed Speakers Company
April 18, 2013
9:00AM The Importance
of Social Leadership
Jeanette Gibson Cisco
9:45AM The Convergence
of Search & Social
Jon Wegman Performics
10:45AM Developing Strategies for
Multi-Screen Experiences
Lori Schwartz World of Schwartz
Jonah Minton FullScreen
Robert Pietsch Twitter
Didier Hilhorst Flipboard
Lisa Willett ABC
12:45PM The Evolving Role of
Data & Creativity
Matt Rozen Adobe
1:30PM How Mobile and
Social Combine
Jeff Eddings Turner Networks
Eric Newman Digby
Tomer Cohen LinkedIn
2:45PM Data: Clever vs. Creepy Ragu Kakarala Engauge
David Rollo Blinq Media
Robert Yau Walmart
Tara Armstrong RealTime Media
3:45PM Social Influencer Marketing Darin Wolder Marketwire
Todd Wilms SAP
Perrine V. Crampton Citrix
John Troyer VMware
4:45PM Cocktail Hour:
Tour of Cisco Social Media Listening Center
April 19, 2013
9:00AM Social CRM LaSandra Brill Cisco
9:45AM Gamification:
What It Means Today
Drew Olanoff TechCrunch
Brian Wong Kiip
Caroline Dangson Badgeville
Molly Kittle Bunchball
11:00AM Content Marketing Vince Golla Kaiser Permanente
12:45PM Driving Social Into Business Jonathan Perelman Buzzfeed
1:30PM Visualize It! James Gross Percolate
2:30pm Battle of the Generations Nicola Smith Engauge
Allison Johnson EMC
John Earnhardt Cisco
Izak Mutlu
3:45pm Closing Remarks / End of Event



Speaker Company Title Session
Nicola Smith Engauge VP, Innovation Battle of the Generations
Allison Johnson EMC Senior Digital Marketing Manager Battle of the Generations
John Earnhardt Cisco Director, Corporate Communications Battle of the Generations
Izak Mutlu VP of Information Security (CISO) Battle of the Generations
Vince Golla Kaiser Permanente Digital Media & Syndication Director Content Marketing
Raghu Kakarala Engauge SVP, Technology Data: Clever vs. Creepy
David Rollo BlinQ Media SVP, Strategy Data: Clever vs. Creepy
Robert Yau Walmart Labs Director of Product Management Data: Clever vs. Creepy
Tara Armstrong Realtime Media VP, Analytics and Strategy Data: Clever vs. Creepy
Lori Schwartz World of Schwartz Technology Catalyst, Principal Developing Strategies for Multi-Screen Experiences
Robert Pietsch Twitter Director Sales, West  Developing Strategies for Multi-Screen Experiences
Lisa Willett ABC VP, Digital Sales Developing Strategies for Multi-Screen Experiences
Didier Hilhorst Flipboard Product Lead Developing Strategies for Multi-Screen Experiences
Jonah Minton Fullscreen Senior Vice President, Sales Developing Strategies for Multi-Screen Experiences
Jonathan Perelman Buzzfeed VP Agency Strategy and Industry Development Driving Social Into Business
Brian Wong Kiip Founder and CEO Gamification: What it Means Today
Molly Kittle Bunchball VP, Digital Strategy Gamification: What it Means Today
Eric Newman Digby VP, Products How Mobile and Social Combine
Tomer Cohen LinkedIn Product Lead, Mobile How Mobile and Social Combine
LaSandra Brill Cisco Sr. Manager, Global Social Media Social CRM
Todd Wilms SAP Sr Director, Social Media Marketing Social Influence Marketing
Perrine V. Crampton Citrix Community Programs Manager Social Influence Marketing
John Troyer VMware Director, Social Media Evangelist Social Influence Marketing
Jon Wegman Performics VP, Solution Development The Convergence of Social & Search
Jennette Gibson Cisco Senior Director, Social & Digital Marketing The Importance of Social Leadership
James Gross Percolate Co-Founder Visualize It


Technology has transformed the way people use social media - and how brands interact with their customers and prospects. Everything from smartphones to connected televisions and new social platforms are contributing to the constant evolution in social marketing.

This event will bring together some of the leading B2B and B2C minds in business, digital, social and technology to discuss what’s happening today in social and digital marketing - and what’s coming in the future. Our panels, presentations and keynotes are designed to help brands understand how this change is impacting their business and marketing, and we'll shed light on what they need to know to be ready for what’s next.

Follow @CiscoSocial and follow event updates using  #CiscoSMT ansd #SocialSavvy.


Cisco Headquarters
Building 9 - Vineyard Conference Room
260 East Tasman Drive
San Jose, CA 95134


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Day Two Sessions

Social CRM Over the last few years, people have swiftly developed a set of behaviors and expectations that align with their increasing access to technology and information and their inclination for social sharing and interaction. That means organizations of all kinds must begin to focus on the role of Social CRM - and the integration of social collaboration into the customer experience. This allows you to build brand advocacy, source ideas and test products, resolve problems, identify leads and listen and engage.

Gamification: What It Means Today  Gamification refers to the use of game mechanics in non-gaming contexts. This concept gained momentum quickly, with companies like Get Glue or Foursquare capitalizing on with the addition of gamification elements. Soon, other companies and products were using the tactics to motivate their audiences to action and continued engagement. Yet, mysteriously, the conversation about gamification seemed to fizzled out as more mainstream businesses struggled to see what it meant to them. There are, right now, very real opportunities for organizations to incorporate game mechanics into their marketing strategies.

Content Marketing for B2B Content marketing has taken an increasingly important role in marketing. Businesses have found themselves in the position of trying to tackle comprehensive content strategies, including creation, curation and sharing. It raises many concerns for B2B brands specifically - including how much and what kind of content will resonate with their business audiences, how to connect and share that content across social channels, and even how to gauge the effectiveness of these "softer" marketing programs.

Socalizing Your Video Content It is likely that 2013 will be recognized as the Year of Content. And while this has been a long-building trend for more than a few years (particularly in the B2B space), there is one notable distinction: the increased use of video content. There is a growing urgency in creating video content as a highly visual and easily digestible method of promoting people, products, services and complex ideas. Yet how it is distributed can be a challenge in supporting marketing, communications and social marketing objectives. This session will dig into best practices and lesser-known tips for socializing video content in order to amplify distribution.

Driving Social into Business Long gone are the days when social was only a marketing practice. Today, social impacts all corners of an organization - legal, customer service, finance, client managers, crisis management and even product development. There are very real business implications in this socially connected world, and it means that companies must learn how to drive social into their business. This requires education, best practices and policies that many do not already possess.

Visualize It As technology evolves, it begins to better complement the way people inherently think, plan and buy - visually. Image-based platforms leverage the human desire to categorize things visually - the desire to see, share, save, and be inspired. This shift impacts consumer audiences largely, but it also has obvious impact on B2B-focused brands as well - consider infographics, content redistribution (white papers, e-books), videos (how-tos), event fodder (from conferences and events), product images, product uses, corporate transparency, sustainability practices (community involvement) and more.

Battle of the Generations  We know various generations do things differently. Attitudes about brands, use of technology, decision-making, comfort with social sharing - all of these vary from generation to generation. Studies tell us what many of these differences are, and we use them to inform decisions about how we go to market. Yet nothing quite compares to hearing it from the horse’s mouth - in a "battle of the generations."

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Registration Deadline: April 17th