Join Social Media Club in LA on September 9th for the Social Media Masters events, offering advanced sessions for Marketing and Communications Professionals looking to go beyond typical introductory courses on social media to execute programs with an emphasis on engagement marketing.
This is an excellent program to learn both strategies and tactics.
More info at socialmediamasters.com Register today, see you on the 9th!
SOCIAL MEDIA MASTERS: Advanced Level Conference Series for Marketing Professionals
If you are a Social Media Professional wanting to take your skills to the next level, or an online marketer expanding your capabilities, this program is your chance to go beyond a typical introductory course and get advanced lessons learned from true Social Media Masters. This conference series is a unique opportunity to develop your own mastery of social media for Marketing and Communications, with an emphasis on engagement. Whether you are in charge of a department in a large organization, you are responsible for multiple clients within an agency, or you are an independent professional deepening your skills and knowledge, this special workshop will help you advance your career and accomplish your goals in key areas of social media marketing.
Produced by Social Media Club, the world’s leading association of Social Media Professionals, and Sensei Marketing, a firm specializing in customer acquisition and social engagement for the enterprise, Social Media Masters is a premium event for leading brands and social media strategists.
THE SCHEDULE
9:00am – 6:00pm
- Building Corporate Social Infrastructure with Sam Fiorella
- Lessons from the Facebook Trenches: Thinking Beyond “Likes” with Matt Hicks
- Online Community Building with Patrick O’Keefe
- Social Business, Holistic Strategy with Chris Heuer
- Social Media Monitoring and Measurement: Understanding How To Turn Data Into Business Insights with Data with Natalie Petouhoff
- More sessions to be announced
Session Descriptions:
BUILDING CORPORATE SOCIAL INFRASTRUCTURE
It’s no secret that C-Suite execs in most large businesses have been slow to acknowledge the social economy or to formalize and fund social engagements across their organizations. But the communication tidal wave that is social media cannot be stopped and many business silos have begun their own individual efforts given the lack of executive leadership in this area. Be it Customer Service Managers scouring Twitter feeds, HR teams monitoring LinkedIn, Marketers advertising in social networks or PR Professionals engaging social influencers, most enterprises are engaged in social relationships through disjointed efforts initiated by the customer or customer-facing departments. Therein lies the challenge for enterprise leaders; and the opportunity if they accept this call to action. How does the enterprise adapt to the internal communications changes that are pushing it to be more open? More social? The employee’s adoption of social communication does not translate well to the kind of work groups that are formed in most businesses. So the inevitable introduction of social networking-style communication into an office culture will have powerful implications on how businesses are structured and managed. But you need to understand how to enable it without losing control of your business’ corporate vision. In this session Sam will outline:
- The challenges that social communications will place on your workforce and business silos
- The needs, abilities and challenges of generational communications within the organization
- Cross-silo methodologies used to embrace and take advantage of the changes in how people communicate
Using real examples from the corporate world, you’ll leave the session with a blue print for your own corporate cross-silo social communication plan.
Presented by: Sam Fiorella
Sam is currently the Chief Strategy Sensei for Sensei Marketing in Toronto & New York City. His expertise in interactive and social media marketing space has been earned through 20 yrs of senior level management within marketing departments and, most recently providing interactive strategy consulting to over 30 marketing agencies across the globe. Throughout this time Sam has been instrumental in creating world-first marketing software applications and innovative marketing strategies for clients that range from: Home Depot, Hitachi, AOL, Ford Motor Company, Hyatt Gaming Corporation, AXA Equitable, Snyder’s of Hanover, Johnson & Johnson, Hyundai, Chef Boyardee, and thousands more!
Sam is the creator and moderator of the #bizforum Twitter debate where business professionals discuss the pros and cons of trending busines-related topics each week.
Sam is also the author of the popular marketing blog: The Social Roadmap and author of the soon to be released business book by the same name.
LESSONS FROM THE FACEBOOK TRENCHES: THINKING BEYOND “LIKES”
The power of Facebook for businesses goes beyond the number of people who click “Like” to connect with your Page. It’s about building relationships where people want to engage with and share your content, and it’s about building an authentic persona for your company that talks with people on their terms. This session will explore how to make your Facebook Page and other activities more personal and engaging through a mix of real-world tips, case studies, demos and group exercises. Topics to be covered include:
- Advanced features for managing and setting up your Page
- Developing a voice for your Page and creating the best mix of content
- How to compete for attention in News Feed
- Emerging opportunities beyond the Page and off of Facebook
Presented by: Matt Hicks 
Matt helped build the communications team at Facebook as one of the first members of its PR team. Most recently, he led social media and content strategy for it main communications channels–including the Facebook Blog, official Facebook Page and Twitter account—which reach millions of people every day. Before that, he managed the company’s advertising and business communications and worked with top executives to position Facebook as an essential tool for marketers and consumers.
A former journalist, Matt moved into PR and marketing in 2005 to work with Silicon Valley startups such as YouTube, FeedBurner and Topix.net, first at ZENO Group and then at SutherlandGold Group. In 2003, he served as an American Political Science Association Congressional Fellow in Washington, DC. He previously was a writer and editor for Ziff Davis Media and eWEEK in San Francisco, and earlier worked at various daily newspapers. Matt graduated from the Medill School of Journalism at Northwestern University.
ONLINE COMMUNITY BUILDING
The question isn’t whether or not you have a community. Your community – the people who love and support what you do – is out there. The question is how you engage with them. In this session, we’ll talk about community management and engagement in spaces you control and spaces you don’t, from Facebook and Twitter to forums and blogs. This is the art of community building on the web, both the good and the bad, steeped in real world experience.
Presented by: Patrick O’Keefe 
Patrick is the founder of the iFroggy Network, a network of websites covering various interests. He has been managing online communities since 2000 and is the author of “Managing Online Forums,” a practical guide to managing online social spaces.
He has been responsible for the cultivation of communities like phpBBHacks.com, KarateForums.com and PhotoshopForums.com. He blogs about online community at ManagingCommunities.com, his favorite record label at BadBoyBlog.com and more at patrickokeefe.com. On Twitter, he’s @iFroggy.
SOCIAL BUSINESS, HOLISTIC STRATEGY
After spending the past 12 years on the top of search results for “holistic business strategy”, Chris Heuer believes the day has finally come for his insights to become part of mainstream management thinking. As the disruption caused by social media reverberates across all aspects of organizational operations and culture, market leaders are turning to social business to transform the enterprise and seize a competitive advantage. The rise of social business is not only the sucessor to eBusiness, it signals the dawn of the post digital era. Today, being digital is expected, it’s the price of entry.
If you can’t think holistically, collaborate across traditional organizational boundaries, optimize your organization to act as one and earn the trust needed to truly serve your market, your business may soon be extinct. Chris will share his insights on how to think and act like a social business along with the perspective from his colleagues at Deloitte Consulting LLP on the dawning of the post digital era.
Presented by: Chris Heuer 
Chris has been engaged in interactive communications since 1993, and launched his first agency, Guru Communications, out of South Beach, Florida in 1994. Over the years he has helped numerous startups with go-to market strategies, product design, web site development, online marketing campaigns, ecommerce and what is now widely referred to as social media.
Seeing similarities between the rise of the Web as a vital communications technology and the current rise of social media, Chris formed Social Media Club in March 2006 to help more people understand the greater significance of what it means to be social and how media production/consumption has changed. To this end, Social Media Club is promoting digital media literacy, encouraging the sharing of lessons learned, promoting industry standards such as Creative Commons and discussing questions of ethics. Chris is a Specialist Leader, Social Media for Deloitte. In addition to his direct endeavors, he serves as an advisory board member for Buzzlogic and my6sense. He is a frequent speaker, workshop leader and a trained facilitator and has organized numerous unconferences for the community and private organizations of all sizes.
SOCIAL MEDIA MONITORING AND MEASUREMENT: UNDERSTANDING HOW TO TURN DATA INTO BUSINESS INSIGHTS
With Social Media and Digital Communications becoming part of how business gets done, businesses are wondering how should they use social media to enhance their business. When social media first started, companies reacted by putting up Facebook pages, signing up for a Twitter handle and adding a blog to their website and other basic social/digital interactions. Now the game has gotten far more complicated. Without a lot of knowledge or framework around how to make sense of all the social media and digital interactions, professionals from all walks of life—PR, Marketing, Customer Service, Production Development, Engineering, etc… want to know, “How does social media affect my business? Does it:
- Increase Marketing conversion rates and Sales?
- Reduce Marketing and Sales costs?
- Reduce costs for building and maintaining brand reputation?
- Shorten Product Development cycles?
- Increase positive word-of-mouth and awareness?
- Decrease agent-assisted calls in Customer Service?
- Decrease overall costs by reducing items like return merchandise (RMAs)….
Yes, it does. And the question on everyone’s mind is How.” This session will use real-life case studies to illustrate with examples so you’ll leave with tools, tips, strategy and tactical capabilities to monitor and measure the success of your social media and digital communication programs. We’ll cover the how’s, the what’s and the why’s to social media monitoring and measurement:
- Monitoring: What to monitor and why. Who and what to monitor. Where to find the audiences to monitor. Understanding what your audiences want and care about. What free social media monitoring tools to use. What paid social media monitoring tools to use. How to set-up social media monitoring searches to make sure you get what you need.
- Measure: Once you have the data, how to turn it into business value. Secrets to taking data and turning it into insights. What metrics, key performance indicators (KPIs) and measurements you need. How to connect metrics, formulas and calculations. Social media ROI calculations, models and methodologies to show business value.
Presented by: Natalie Petouhoff 
Dr. Natalie has served as a Forrester Analyst in Social Media, CRM (Marketing, Sales and Service) and ROI, and as the Chief Strategist for Social Media and Digital Communications, with a world-wide practice role spanning client work, practice development and thought leadership. She’s lead the development of consulting practices in management consulting as well as organizational change management at PricewaterhouseCoopers, Benchmarkportal and Hitachi Consulting.
Dr. Natalie’s focus is to consult with clients on their strategy for social media, marketing, PR, customer service and integrating them using organizational change management, new technology deployment and social media analytics, measurement and ROI. Dr. Natalie is credited with writing the world’s first social media ROI model for PR, Marketing, Product Innovation and Customer Service.
Dr. Natalie is the President of Social Media Club LA, participates in Girls in Tech and is a Guest Lecturer at UCLA Anderson School of business, teaching in the MBA program on Social Media and Digital Communications and an Adjunct Professor at USC Annenberg’s School for Communication, teaching PR Measurement. To follow Dr. Natalie, check out her musing on Twitter.com/drnatalie ; her website where she blogs about all thing social and digital, www.drnatalienews.com and can be reached at doctornatalie [at] gmail.com.
Venue
Writers Boot Camp Bergamot Station Arts Center 2525 Michigan Ave, Bldg. i Santa Monica 90404
Hotel Rooms
DoubleTree Suites By Hilton 1707 Fourth Street Santa Monica, CA Tel: 1-310-395-3332
We have negotiated a small room block with a rate of $269.00/night with the Doubletree. If you are in need of accommodations, please book today as the rooms will go fast!
The hotel is about a five (5) minute drive/taxi ride from the conference venue: 
