This event (April 18-19, 2013) 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.

1. Social Media for Savvy Marketers Event
Session Descriptions
April18-19,2013
CeceliaTaylor|@CiscoSocial| Updated: April17,2013

2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
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.
April 18 – 9:00 AM
Jeanette Gibson
Sr. Director
Social & Digital Marketing – Cisco
@jeanetteg

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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.
April 18 – 9:45AM
Jon Wegman
VP, Solution Development
Performics
@jwegman

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Lori Schwartz, Moderator
Technology Catalyst, Principal
World of Schwartz
@WorldofSchwartz
Robert Pietsch
Director, Sales-West
Twitter
@rjpietsch
Lisa Willett
VP, Digital Sales
ABC
@lgw1277
Jonah Minton
SVP, Sales
Fullscreen
@JonahMatthew
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.
April 18 -10:45 AM

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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.
April 18 – 12:45 PM
Matt Rozen
Group Manager, Social Media
Adobe
@mattyroze

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Steve Lau
Mobile Marketing, Cisco
@CiscoSocial
Eric Newman
VP, Products
Digby
@digbymobile
Tomer Cohen
Product Lead, Mobile
LinkedIn
@cohentomer
Jeff Eddings
Sr. Director Emerging Markets
Turner Broadcasting
@jeffeddings
Sara Murphy
Producer
Food Network
@foodnetwork
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.
April 18 -1:30 PM

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Raghu Kakarala
SVP, Technology
Engauge
@interpolate
David Rollo
SVP, Strategy
BlinQ Media
@iRollo
Tara Armstrong
VP, Analytics & Strategy
RealTime Media
@realtimemedia
Leslie Petry
Director, Product Marketing
Aggregate Knowledge
@akIntelligence
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
continue to own their own data and use this
data responsibly in their efforts to target
consumers at the right time with the right
message.
This is particularly true when you consider the
opportunities personalized messaging
presents across all digital mediums (search,
social, mobile, etc.).
April 18 - 2:45 PM

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Perrine V. Crampton
Community Programs Manager
Citrix
@pcrampton
Todd Wilms
Sr. Director, Social Media
SAP
@toddwilms
John Troyer
Director, Social Media Evangelist
VMware
@jtroyer
Darin Wolter
EVP, Global Sales
Marketwire
@dwolter
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..
April 18 - 3:45 PM

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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.
April 19 – 9:00 AM
LaSandra Brill
Sr. Manager
Social & Digital Marketing – Cisco
@LaSandraBrill
Charlie Treadwell @CharlieAtCisco
Leslie Lau @LeLau

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Drew Olanoff, Moderator
Community Director
TecCrunch
Brian Wong
Founder & CEO
Kiip
@brian_wong
Molly Kittle
VP, Digital Strategy
Bunchball
@molkittle
Caroline Dangson
Producer
Badgeville
@cdangson
Bill Platt
SVP, Operations
Engine Yard
@wplatt
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.
April 19 – 9:45 AM

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While we communicators are used to thinking in B2B
or B2C, social media has literally changed
everything... and communicators are changing with
the times. Rather than thinking B2B, how about BCEE
to Me to BCEE?
Because today's world really involves Businesses,
Consumers, and Everyone Else share with our
organizations, and then our organizations joining
conversations and sharing our best thinking about our
brands and what we offer.
Find out how Kaiser Permanente is using social media
and becoming its own publisher as it promotes and
protects its brand, and improves how it cares for 9
million members nationwide and the communities it
serves.
This session will have a special focus on how teams at
Kaiser Permanente have embraced video as a key
content element in its social media channels - and has
done it in a cost-efficient way.
April 19 – 11:00 AM
Vince Golla
Director, Digital Media & Syndication
Kaiser Permanente
@vincegolla

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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..
April 19 – 12:45 PM
Jonathan Perelman
VP, Agency Strategy
& Industry Development
Buzzfeed
@jperelman

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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.
April 19 – 1:30 PM
James Gross
Co-Founder
Percolate
@james_gross

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Nicola Smith, Moderator
VP, Innovation
Engauge
@Nicola_Smith22
Allison Johnson
Sr. Digital Marketing Mgr.
EMC
@alohaallijohn
John Earndhart
VP, Innovation
Cisco
@urnhart
Izak Mutlu
VP, Info Security (CISO)
Salesforce.com
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.‖
April 19 – 2:30 PM

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Time Day One Time Day Two
9:00 The Importance of Social Leadership 9:00 Social CRM
9:45 The Convergence of Search & Social 9:45 Gamification: What it means today
10:30 BREAK 10:45 BREAK
10:45 Developing Strategies for Multi-Screen
Experiences
11:00 Content Marketing
11:45 LUNCH 11:45 LUNCH
12:45 The Evolving Role of Data and Creativity 12:45 Driving Social into Business
1:30 How Mobile and Social Combine 1:30 Visualize It!
2:30 BREAK 2:30 Battle of the Generations
2:45 How to Avoid Leakage (Ownership, Transfer,
Partners)
3:30 Closing Remarks
3:45 Social Influence Marketing 4:00 END OF EVENT
4:45 Cocktail Hour

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Attendance is free of charge for all attendees:
• Register for Webcast attendance:
http://cs.co/SMEventWebcast

17. Thank you.