1. The 2nd Annual B2B Corporate Social Media Summit
Everything your B2B business needs to know when setting up a
social business and marketing strategy - learn from your corporate peers
Harness the power of social media to
achieve stronger audience engagement,
drive leads down the sales funnel and get
a better reputation with key influencers
usefulsocialmedia.com/B2B #CSMB2B
Two day business conference, October 9 - 10, 2012
The Warwick Radisson, Philadelphia
A practical and interactive business conference built strictly for a B2B corporate audience:
Create two way brand interactions through a Generate data-driven marketing and
better social engagement strategy, targeted business strategy: Leverage the insights
thought leadership and more effective social generates for better, more responsive
communications tactics business performance
Reduce business risk, boost communication ain exclusive insight on the changing
G
and secure internal buy-in by embedding market issues that will affect your company
your social media strategy successfully – and gain competitive advantage over
across your company your business rivals
…of speakers are hand-picked …of sessions are designed to enhance and
B2B corporate experts improve your B2B social media strategy
…of topics have been requested by your peers and deal with the major
B2B issues affecting your company today – and tomorrow
Speakers include:
LOOK INSIDE to check out our top level B2B corporate speakers and business-focused agenda

2. Dear Colleague
The Corporate Social Media Summit is back.
This year’s summit represents a one-stop-shop
to take your marketing strategy to the next level.
B2B social media has been guilty of being Finding B2B specific case studies that speaks to and relevant agenda you’ll find. You will find out
overshadowed by its counterpart B2C in the your situation is hard. A case study from Whole solutions to the most critical B2B social media
past. With many B2B companies believing social Foods Market about social media marketing is challenges you are facing.
media not relevant to their companies. But this not relevant at all. It will not open the floodgates This is THE B2B corporate event of the year with
mind-set has changed, or should be changing. in your social media strategy potential. But this a corporate audience, with no sales pitch or ‘blue
summit will. sky’ thinking.
B2B companies are finally grasping the
importance that social media can have on B2B social is no longer experimental.
If your company wants to take its B2B social
business performance – and the positive It is fundamental to your business success.
media strategy to the next level, then this is
impact it can have on the bottom line. 79% of Your social media strategy needs to be part definitely the only conference you need to
B2B companies use social media on a daily of your long-term business plan to maintain attend
occurrence. 64% of B2B’s have a dedicated competitive advantage.
social media team and 58% say that budgets will Don’t miss the opportunity to get to the forefront
be increasing throughout 2012. This all indicates And there is only one place to learn how to of corporate social media. Reserve your place at
one thing, that B2B social media is being taken achieve this: The B2B Corporate Social Media The B2B Corporate Media Summit today.
a lot more seriously in the current economic Summit.
climate. You will hear an unrivalled collection of insights
But B2B is still very different to B2C. As a B2B and best practices from only B2B corporate
speakers – we guarantee you will leave the Sincerely,
marketer you often work in smaller teams, with
fewer resources, with differing objectives and Summit with a step-by-step guide for a robust,
target audiences. The pressure to get it right the innovative and profitable B2B social media
first time is great. And the same questions still strategy.
prevail. Who are the leaders? What are the best The summit agenda has evolved from months
practices? And how can you apply these to your of in-depth primary research with your peers to Harry Rollason
business model? produce the most comprehensive, targeted Useful Social Media
There is plenty of choice when it comes to social media summits.
But this is the ONLY summit out there tailored solely to the B2B marketer’s needs.
Not B2C – Only B2B
Too many events in this area are dominated by B2C focused discussions, barely relevant to the B2B corporate
practitioner. The B2B Corporate Social Media Summit is the only event designed entirely for a corporate B2B audience.
The B2B Corporate Social Media Summit focuses on your day-today business activities and nothing else.
The
Summit
is: Designed for you, Best practice from A proven track Fabulous High end
B2B practitioner: your corporate record: 96% of last networking: discussion:
Three months of peers: An unrivalled year’s delegates con- The best networking Get your company’s
solid research to collection of best firmed they learned opportunity of questions answered
ensure the most practices from useful strategies and the year - fill your by the experts
comprehensive, over 20 corporate best practice at the contact book and - Robust debate
targeted and relevant speakers – You’ll B2B Corporate Social solve problems with delivered in an
agenda you’ll find leave the Summit Media Summit (and your peers. Last engaging format
– learn everything with a step-by-step we have taken the year’s delegates with plenary
you’ll need for the guide for a robust feedback from the included Dell, Sealed sessions, practical
year ahead in just B2B social media other 4% firmly Air, Danfoss, Trend case studies, panel
two days. strategy. on board!) Micro and many more. debates much more.

3. SUMMIT AGENDA
DAY 1
Increase audience engagement through Cost-effective lead generation • Future-proofing: Techniques and tactics to determine
your response to emerging social platforms so you
a more advanced social media strategy through leveraging Social Media: the don’t waste time in the wrong places
that inspires brand interactions – benefits and how to do it right BAE Systems Steve Field Director of Digital Media
and creates industry buzz As a B2B company, you need leads to survive – without Sage Greg Tirico Senior Social Media Manager
them your future business success may be under threat.
32% of B2Bs now use social media to engage with They’re also an essential metric to help measure the
clients, customers and communities on a daily basis – effectiveness of different marketing channels.
about half the proportion of B2C companies. The divide Use business influencers to generate
is clear – B2Bs lag behind. And with 51% of B2Bs saying that they use social media
to develop new leads – you’re going to have to get your brand impact, and become an
But there’s absolutely no reason this should happen. own plan in place to avoid being left behind by your industry thought leader
The opportunities that the huge shift in corporate- competitors.
consumer interaction that social has engendered are just Your ability to create industry ‘buzz’ and positive brand
But lead generation though social media requires a reputation has never been greater – it’s one of the major
as viable for B2B businesses as their B2C counterparts. completely different set of tools and tactics to lead
If B2B companies are truly to leverage the benefits of opportunities that social presents. And one of the most
generation on more traditional channels. The expectations effective ways to create this ‘buzz’ is through the creation
social, they need to shift from a ‘declarative’ model of your stakeholders for interaction over social networks
of communications – shouting to the masses – to a – and leveraging – of brand ambassadors
are fundamentally different to those over email, over
conversational model. traditional static websites and even in the offline world. Creating brand ambassadors is a two-pronged attack.
In this session, our distinguished panel of corporate Internally, with clever management, you can position
For your lead generation to work over social, you need a your own employees as key influencers and brand
experts will spell out how you can use social to leverage new skill set. In this session, we’ll equip you with it:
engagement to build real relationships and profit in this champions. Externally, by reaching the right person with
new social world. • Define your customer: build a clear picture of what a the right message, you can generate more traction.
hot lead looks like, and how you can find them Both forms of brand ambassadors will benefit your brand
• Move beyond one-way push marketing to become a
conversationalist and build lasting end-user relationships • Learn the key engagement tactics to push your and boost your bottom line. But both require a different
leads down the sales funnel approach.
• Create compelling content that generates online discus-
sions about your brand to maximize social interactions • The social pipeline: Understand when a community Part one
is ripe for engagement and lead generation – and Your internal ‘key influencers’ are often found in RD or
• Find out how to humanize your brand through clear when it’s too much of a risk to engage
mapping and understanding of your customers’ sales – usually placed under lock and key and unlikely to
social journey Automatic Data Processing Chelsea Marti talk on behalf of your company. Resulting in your most
Director, Social Media knowledgeable and effective assets (and those best
Union Pacific Tim McMahan Senior Manager, placed to become key influencers) not typically engaging
Media Technology Automatic Data Processing Christine Briody externally on social channels.
Senior Director Global Consulting
Schneider Electric Tanya Donnelly Global Social If this is the case you are missing a huge opportunity to
Media Director SAP Gerry Moran Director, NA Social Media benefit from the knowledge at your fingertips.
Marketing
Ariba Debbie Curtis-Magley Online Community In part one we’ll…
Manager SteelMaster Michelle Wickum Director - Marketing
• Help you identify the unidentified. You will learn how
B2B companies are identifying the right people to
act as brand ambassadors on your behalf
The value of B2B social media: Which social platforms are right for • Give you the tools and proven methodologies
Is there a clear impact on your your corporate goals? What you need you need to convert these internal experts into
productive brand ambassadors
bottom line? to know to make the right choices
Part two
Social media ‘Return on Investment’ is a question that has been for maximum efficiency
around since the dawn of social – and shows no sign of being Spotting the right external influencer and getting them
answered satisfactorily yet. 77% of B2B companies admit they An ever changing and evolving social media landscape involved is tricky – and it’s a delicate process getting buy-
are not confident in attributing ROI to their social efforts. has meant that conversations about your brand are now in without alienating them. But if you don’t engage with
happening in multiple social media spaces – across these key players, you can be sure your competitors will.
However, social is no longer an experimental marketing multiple platforms.
channel. For you to get the resources and budget Part two of this session will demonstrate…
you need, you’ve got to show the board that social 34.6% of you are most active on Facebook, 25.3% on
Twitter and 25.6% on LinkedIn – which also delivers the • How you can influence conversations about your
engagement will bring in the $$$ brand to ultimately create industry ‘buzz’.
higher visit to lead ratio. But where should your focus lie?
In this session you’ll learn from those who can attribute • Techniques to effectively reach your biggest external
$ to social engagement – and how you can too: With B2B online discussions often occurring on more
diverse smaller business forums, it is critical for your influencers and convince them to support your
• The Social media ROI formula: How to assign $ to business to make the right choices to get involved in the brand online
specific campaigns and engagements right conversations. You’ve got to fish where the fish are. ATT Trish Nettleship Social Media Lead
• Learn how to set a productive equilibrium between In this session, we will look at the most effective Calvert Annie Cull Senior Manager - Sustainability
demanding an impact on your bottom line and platforms for your B2B business to engage on – and Marketing
driving business success – and align your social how you can judge which networks and communities will
goals accordingly The broader question: deliver most value to you: Nielsen Matt Anchin Senior Vice President, Global
Marketing Communications
• ROI actually the true measure of success?
Is • How many networks should you be on? Ensure
Or should you be looking for more qualitative forms that you choose the right conversation locations to
of social media value? deliver strategic business value
Adobe Lori DeFurio Social Media Strategist • Analysis of the latest platforms – Google+, Pinterest
Black Veatch Corporation Jonathan Mast and others – how should the rise of these new
Senior Manager Emerging Media Global Marketing networks affect your engagement strategy?
Communications
Join the conversation! You can follow us at: usefulsocialmedia.com #CSMB2B

4. SUMMIT AGENDA
DAY 2
Best practice: Track brand sentiment Get the board on board with social: Become a social business: Embed
and engagement through effective The secrets of achieving genuine – social throughout your organization
data management and enthusiastic – B2B social media to lay foundations for long term
Social media delivers a wealth of data – some of it buy-in business success
relevant, some not. The real challenge is not to measure
everything, but find what data delivers business critical Getting buy-in from key internal stakeholders is a still As corporate social media matures, it begins to
information for your brand. a daily challenge. And now cost is increasing around permeate throughout your whole business. Limiting
social, there’s more pressure on you show progress social to marketing limits social’s full power – and its
It is tempting to just focus on the $ and cents – but this to your C-suite than ever. ability to create real value for your business. But unless
is a too simplistic, and ultimately a counterproductive you have robust and future-proof internal structures and
approach. But to find the right data sets, you’ve got to It is critical to get the people that matter on board.
Otherwise, you simply won’t have the support – or policies, you will limit this impact – whether you like it or
have the right listening and monitoring tools in place. not.
resources - to make your social efforts a success. But
With 68% of B2B brands confessing that their current to do so, you must speak on their terms and in their It is no longer effective to have social media siloed –
measurement tools are infective, This is a common language. either into an individual department or as a segment of
problem. But one we’ll help you solve. your marketing team. Things must change. But how?
• Transform your social insights into a language your
In this session, you will: board understands - to get the backing you need Is a hub and spoke model best for you? What about a
Command Centre/Centre of Excellence?
• Determine your priorities: what should your company • Nurture social media competency internally to help
be looking for through the wealth of social media your colleagues understand its value and buy into One thing is clear – it’s thinking that you need to do, and
data? your social media strategy do fast:
• Measure your social effort with B2B-specific metrics • Tactics and tips to combat scepticism, negativity, In this session, hear experts from Wells Fargo and
to show progress to your C-suite hostility and plain-old fashioned fear from the older Dell on how they embed social throughout their
generation of senior management organizations.
• Finding signal through the noise: cut through social
• Improve your internal communications channels to
chatter to find the information that is relevant to you Caterpillar Kevin Espinosa Channel Development
ensure your company’s social media deployment is
GlaxoSmithKline Joe Francis Social Media Manager
productive rather than profligate
Portfolio Service Manager Ansell Healthcare Dina C. Tate Global Online • Decide which social model works best for you – the pros
3M Gregory T. Gerik Social Media Leader Communications Manager
and cons of the hub and spoke, centres of excellence
Aramark Tom Carusona Senior Director, and empowered employees across the board
Digital Social
• Efficiently assign your time and resources in your
The responsive corporation: Use data organization’s daily social media activities to make
generated through social interaction sure you don’t waste an hour
Case Studies: One corporate speaker, Wells Fargo Nathan Bricklin Senior Vice President
for better corporate decision-making one topic, 15 fact-filled minutes – Head of Social Business Strategy
Analyzing social media data correctly is critical to
Dell Richard Binhammer Social Media Director
the future success of your brands decisions. By #Gamification: Use gamification in a B2B
understanding the data that social media delivers you context to boost customer interactions, train staff and
will be able t0 1) spot emerging market trends, 2) make improve stakeholder engagement
informed business critical decisions and 3) stay one step
ahead of your competitors. Siemens Oliver Fleischhut Director, Online
Communications
More importantly for you, by analyzing social data fully
you can crowd source decision-making that will directly
affect the future of your business. #CustomerService: Is social media customer
service relevant for B2Bs? If so, how do you create a
But social generates huge amounts of data. In this
more robust and responsive customer service function
session, we’ll help you to manage it, manipulate it, and
capable of turning critics into brand ambassadors?
turn it into useful insights that will help future-proof your
business: Citi Frank Eliason Senior Vice President of Social
Media
• Use the right tools and techniques to analyze the
data you collect accurately – and ensure you don’t
miss a thing #Legislation: Prosper in a regulated industry:
• Internal set-up: Create free flowing information Learn how to thrive in even the toughest social
channels so the right information reaches the right environment
person in your company
Citibank Lara Ruth Vice President - Social Media
• Internal innovation: use social data to help improve
your product development – and match it better to
consumer needs
HP Enterprise Services Michael Procopio
Social Media Strategist
Siemens Stefan Heeke Director - Online Marketing
@usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup usfl.so/B

5. NETWORKING
Is social media becoming ever more important
to your company and its future success?
If so, the B2B Corporate Social Media Summit
is definitely the place to be this year!
Six reasons why you must attend: What your peers have said:
Only the best corporate speakers: You will hear only
from those that are walking the walk instead of just talking
the talk. So you learn only from the best.
Great content, Perfectly
great speakers. targeted at the
An industry leading event: The B2B Corporate Social I will be able social marketer
Media Summit is the product of months of primary research
with your peers to use what I with corporations
have learnt here - Great examples
Your community in one place: This is ‘the’ meeting place
for B2B corporate practitioners – and a great way to meet
immediately back of thought
your peers. in the office leadership
Key takeaways – completely relevant to you: You’ll acquire Lori DeFurio Jennifer Wendt
premium market intelligence. As the sessions knit together Social Media Strategist, Adobe Social Media Director,
you’ll be able to benchmark from social media leaders in the Schneider Electric
B2B space.
This event
Answers to your questions: This year’s even more
interactive format carves out extra time for you to ask had the three Invaluable
important questions that will shape your future strategy
elements of a connections and
great conference content. I can
Secure the buy-in you need: Get the tools you need to
define and measure the effectiveness of your social media
– Great content, take the ideas
policy – and make the C-suite smile.
interesting peo- and strategies
ple and great food learned and
The response to last year’s B2B Corporate
Social Media Summit was excellent
implement
Michael Brenner
Marketing Senior Director, SAP
immediately!
92% 97%
Eric Clemens
Great event briefing Manager, Enterprise Marketing,
Verizon Wireless
86% Would
recommend
learned
something
practitioners from
leading companies
Relevant,
new that together
of last to someone they could actionable
years in their take back Rajiv Narang
attendees position Director, Social Media information
to the office
were with them
Marketing Optimization, Dell
from well-known
corporations straight companies
working in away A great use of actively using
big brands
time and resources and growing their
for our company. social business
Shahira Hoffman Jaclyn Deter
Marketing Communications Marketing Communications
Manager, Riggs Industries Manager, Sealed Air

6. NETWORKING
Last year’s B2B Corporate Social The demographics
Media Summit had the below of 2011’s audience
companies in attendance:
11% Journalists
Alcatel-Lucent Intuit and News
ATT Micro Strategies
BASF Microsoft Corporation
Boeing PREIT
Calvert Investments Protiviti
Capco Renegade
CareerBuilder RenewData 3% Service
Caterpillar Riggs Industries Providers
CenturyLink Sage
Cisco Systems SAP
CitiGroup Schneider Electric
Sealed Air - Cryovac 86% Corporate
Danfoss
Siemens
Dell
Steelcase
Denver Investments
Swiss Re America Holding
Gopogo
Heartland Payment
Telerx The seniority of
Systems Trend Micro 2011’s audience
10% VP /
Hewlett-Packard Union Pacific
Senior VP
Hitachi Data Systems Vanguard Direct / Senior
IBM Verizon Wireless Director
and many more…
5% CEO’s
16% Senior
Managers
A few facts about
our previous summits:
53% of our from over
attendees were 250 different
Senior Manager/ companies
Director level throughout the
executives or US and Europe
more senior
86% of past
We’ve had senior attendees 47% Manager
directors speak are from big
from Siemens, corporate’s 22% Director
HP, Dell, Cisco
and many more 97% of previous
attendees said
We have had over they learned
600 delegates something new
at the summit @usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup

7. We promise REGISTER NOW
you will Two day business conference, October 9–10, 2012
get
The Warwick Radisson, Philadelphia
Choose Your Pass
1
Insight from the
very best in the B2B Standard Book by August 3rd
$1400 SAVE $400
social media arena • ccess to all super-panels, workshops
A
and case studies Book by August 31st
2
• etworking lunch and coffee breaks
N $1650 SAVE $150
• vening drinks reception
E Full price
A corporate event with + ccess to presentation slides post-conference
A $1800
a corporate audience,
no sales pitch or
‘blue sky’ thinking Premium Book by August 3rd
$1600 SAVE $400
• A
ccess to all super-panels, workshops and case studies
3
• N
etworking lunch and coffee breaks Book by August 31st
Experience and • E
vening drinks reception $1850 SAVE $150
learning that you can + A
ccess to presentation slides post-conference Full price
+ M
P3s of every session at the conference $2000
take back to the office
and apply instantly
Platinum
4
Book by August 3rd
The key learnings • A
ccess to all super-panels, workshops and case studies $2495 SAVE $400
• N
etworking lunch and coffee breaks Book by August 31st
your social media
• E
vening drinks reception $2745 SAVE $150
strategy needs to take + A
ccess to presentation slides post-conference Full price
+ M
P3s of every session at the conference $2895
it to the next level
INCLUDES NEW 66-PAGE BUSINESS REPORT
Register for a Diamond Pass and receive a copy of our brand new report.
5
Measuring your
The report will enable you to truly understand how to measure the ROI
To meet the very
Social Media
of your social media initiatives and make better business decisions.
Impact and ROI
An invaluable guide
to finding and
optimising your
elusive social media
ROI
best in the B2B • eep rooted insights from brands from FMCG, retail, entertainment,
D
PLUS sophisticated
analysis of cross-industry
measurement strategies,
must-have scorecard
metrics and mistakes
to avoid
finance and automotive
business world, saving • etailed b2b and b2c case studies
D
• est practice benchmarking on measurement
B
OPEN NOW for your
selected findings
new ground breaking from this
report
you weeks of meetings
www.usefulsocia
lmedia.com/impa
ct
• istakes made by major brands – and what they learnt from them
M
and countless days
The B2B Corporate Social
Register your place
Media Summit represents
a worthwhile and CALL US: EMAIL US:
necessary investment +1 800 814 34 59 register@usefulsocialmedia.com
in the future of your
social media strategy. TWEET US: VISIT OUR WEBSITE:
Social is no longer
@usefulsocial www.usefulsocialmedia.com/B2B
experimental.
It is fundamental TERMS CONDITIONS Places are transferable without any charge. Cancellations after August 7th 2012 incur an administrative charge of
25%. If you cancel your registration after September 10th 2012 we will be obliged to charge the full fee. Please note – you must notify Useful Social
Media in writing of a cancellation, or we will be obliged to charge the full fee. The organizers reserve the right to make changes to the programme
without notice. All prices displayed are exclusive of VAT unless otherwise stated, but VAT will be charged, where applicable, at the prevailing
rate on the invoice date and the relevant details will appear on the invoice. NB: FULL PAYMENT MUST BE RECEIVED BEFORE THE EVENT

8. The 2nd Annual B2B Corporate Social Media Summit
Everything your B2B business needs to know when setting up a
social business and marketing strategy - learn from your corporate peers
Harness the power of social media to
achieve stronger audience engagement,
drive leads down the sales funnel and get
a better reputation with key influencers
usefulsocialmedia.com/B2B #CSMB2B
Two day business conference, October 9 - 10, 2012
The Warwick Radisson, Philadelphia
Why you should attend:
Hear from 20+ corporate social media leaders: Hear from the very best
leading B2B social media
Todd Blecher Annie Cull Jonathan Mast corporate experts
Boeing Calvert Investments Black Veatch Corporation
Social Media Director Senior Manager - Sustainability Senior Manager Emerging Media From Cree through to Dell,
Marketing Global Marketing Communications
Steve Field Dina C. Tate Lara Ruth
our speakers have got the
BAE Systems Ansell Healthcare Citibank knowledge to help you and your
Director of Digital Media Global Online Communications Vice President - Social Media
Manager
company.
Greg Tirico Lori DeFurio Joe Francis
Sage North America Adobe GlaxoSmithKline Big B2B brands talking
Senior Social Media Manager Social Media Strategist Social Media Portfolio Service
Manager
about the big issues
Kevin G. Espinosa Tim McMahan Chelsea Marti that affect you
Caterpillar Union Pacific ADP
eBusiness Platform Manager Senior Manager, Media Technology Social Media Director Theory is never as good as
practice. The biggest global
Trish Nettleship Michael Procopio Stefan Heeke
brands in the world attend our
ATT HP Enterprise Services Siemens
Social Media Lead Social Media Strategist Director - Online Marketing conferences to share and learn.
You should too.
Nathan Bricklin Michelle Wickum Gerry Moran
Wells Fargo SteelMaster SAP
Senior Vice President - Head Director - Marketing Director, NA Social Media Marketing Social media is no
of Social Business Strategy
Christine Briody Richard Binhammer Debbie Curtis-Magley
longer experimental,
Automatic Data Processing Dell Ariba it’s fundamental
Senior Director Global Consulting Director, Social Media and Online Community Manager
Community You can no longer afford to play
Tanya Donnelly Matt Anchin Gregory T. Gerik catch up. 2012 is the year to get
Schneider Electric Nielsen 3M
Global Social Media Director Senior Vice President, Global Social Media Leader your social media strategy right
Marketing Communications the first time. Don’t miss out.
Join the conversation! You can follow us at:
@usefulsocial facebook.com/usefulsocialmedia linkd.in/USMgroup usfl.so/B