Digital East 2011

Social Media Pre-conference Intensive Program
Chairperson: Liana “Li” Evans, Co-Founder & CEO, LiBeck Integrated Marketing and Author, Social Media Marketing: Engaging Strategies for Facebook, Twitter & Other Social Media

Social Media Research Tools & Strategy
8:00am - 9:00am
Speaker: Liana “Li” Evans, Co-Founder & CEO, LiBeck Integrated Marketing
Without doing audience research it’s tough to create a smart & successful strategy, and your social media campaigns will disappoint long term. We’ll talk about the elements and tools that a social media plan & strategy could include, what your objectives might be, what the price tags might be, and what the questions are that you should be asking yourself before implementing a plan. The list of social media research tools is constantly growing, so we’ll cover how to select the ones that will work best for you, and which tools are best used for which purposes. We’ll talk about social networks like Facebook.com and LinkedIn.com, Twitter, use of online videos and surveys, widgets and wikis, podcasts, blogging and more. We'll look at what it really takes to manage these tools, and make them into marketing powerhouses.

The Power of Facebook: Deep Dive Into Organic & Paid Tactics
9:10am - 9:55am
Speaker: Marty Weintraub, CEO, aimClear®
No one can deny the power of Facebook, the potential of reaching your target market and engage with them is powerful but there’s a lot that can be done. Do you spend time on developing a fan page, running a contest, starting a group, setting up events, running polls/questions or should you be running ads on Facebook. In this session we’ll take a look at both the organic and paid sides of Facebook, from demographic targeting to how to create a successful following you’ll walk away with a better understanding of how to utilize Facebook to its full potential.

Using Twitter & Linkedin to Pump Up Your Marketing Strategy
10:05am - 10:50am
Speaker: Rachael King, Social Media Account Executive, iostudio
You’ll discover how to use both Twitter & Linkedin.com for marketing success. You’ll hear Linkedin.com best practices, and ideas for creating a successful Twitter community. The best and most creative ideas being implemented today, what’s working, and what’s not will be highlighted in this session. LinkedIn is much, much more than a job search tool, especially for BTB marketers and Twitter can be much more than a broadcast mechanism. This session will get you on the right track of using these social networks in your marketing strategy.

Social Media & Mobile Marketing + Harnessing the Power of Geo Social Networks
11:00am - 11:45am
Speaker: Rolfe Swinton, Co-Founder & Director, Lumi Mobile
Foursquare, Whrrl, QR Codes, Facebook Places, SnapTag and Loyalty Programs are all now combining the power of smart phones and social networking. People are searching for products and services from their phones more and more each day. In this session we’ll discuss the different types of social/mobile networks such as Facebook Places & Foursquare, technologies like SnapTags, QR Codes and SMS Shortcodes and how you can even look at loyalty programs in a whole new light and how to integrate them into your marketing strategy.

Lunch & Networking Break
11:45am - 12:15pm

Social Media Integration, Monitoring & Measuring ROI
12:15pm - 1:00pm
Speakers: Larissa Fair, Senior Marketing Manager, Avectra
Andrea Baker, Chief Social Engineer, Navstar, Inc.
Discussion will include how to integrate social media into the rest of your marketing plan (especially search marketing), and how social media intersects with other marketing channels & tactics. You'll learn the importance of, and how to best monitor your social media and respond to conversations by managing your social identity. Leveraging social medias with each other, and with other online and offline marketing, is crucial to your success. And we’ll talk about measuring social media’s impact on your brand or organization. We'll finish by summarizing some of the day's most important points.