9:00am–9:50am Tuesday, 10/11/2011
The next digital decade will be of a scope too big for most firms’ siloed, understaffed, interactive marketing organizations. The future of interactive marketing is neither an ideal organization nor a set of characteristics to layer into a multichannel campaign. Rather, the future is for interactive marketers to master four directives: Customize, Optimize, Respond, and Empower.
11:25am–12:15pm Tuesday, 10/11/2011
In a world where perception rules, how can you use online communication to keep your company’s reputation safe? In this session with former presidential campaign spokeswoman Dorie Clark, you’ll learn how to prevent – or repair - communication crises.
2:50pm–3:10pm Tuesday, 10/11/2011
Social media marketing gurus pump catchphrases that have become commonplace. Businesses that focus on the learnings of early social media will find themselves no better off than the early pioneers who found themselves with figurative consumer arrows in their backs. This session will focus on what worked early on, why it doesn't work now, and how to create and capture value from social business.
1:30pm–2:20pm Tuesday, 10/11/2011
Social media has enormous potential to reshape business but right now corporate use of social media is a mess.
With the barriers to creating a social media presence approaching one-click simplicity organizations are developing a vast, disconnected constellation of social media sites. Organizations need a social media architecture.
9:00am–9:50am Wednesday, 10/12/2011
You set up your brand Twitter account. Maybe it was part of a larger
strategy or maybe it was a task you assigned to an intern because everyone
said your company "needed to be on Twitter."