Mobile Commerce and Social Media Summit

7.45 Registration and Networking Breakfast Registration and Networking Breakfast Inside The Solution Zone

8.00 Chairperson's Opening Remarks Marci Troutman, Founder and CEO, Siteminis Chairperson's Opening Remarks Marci Troutman Founder and CEO, Siteminis Marci is the founder and the Chief Executive Officer of Siteminis Inc. Siteminis is the leader in mobile optimization software and technology used to improve marketing and commerce performance of retailers through mobile devices. Ms. Troutman has more than 15 years of experience in the retail and internet industry, including 7 years with The Home Depot where she held positions responsible for the [read more]

8.15 Keynote Session: Examining The Affect Of Mobile Commerce On Consumer Purchase Behavior Shutterfly, a leading photo-sharing and publishing retailer, has taken the lead in mobile commerce and application development. Their photo-sharing application for the iPhone and iPod Touch lets customers upload, view and share their Shutterfly photos from anywhere. They've fully integrated the capabilities of mobile users into the Shutterfly customer experience, allowing users to share, post and save photos seamlessly. The head of their mobile and social media strategypresents a Keynote session at eTail, outlining the latest mobile innovations that build customer loyalty and increase revenues for their business. Utilizing new mobile innovations to reach global consumers Setting up the infrastructure requirements necessary to provide mobile solutions to consumers Understanding how mobility is going to change how businesses conduct business Going beyond new form factors and ways to access brands Taking advantage of the impact of mobile on consumer purchase and retail communication behavior Providing web interfaces for consumer mobile access to your retail experience and going beyond text-based mobile sites

8.50 Wet Seal's iRunway And Wet Seal Mobile Mobile is developing into the next big frontier in e-retailing - mobile commerce will take on a more importance. Wet Seal is one of the few that have recently launched their Mobile Strategy includingtheir Wet Seal Mobile Site and iPhone App (iRunway). This case study provides usable strategies and early learnings that can be applied when launching a Mobile Strategy.  Five key things you should do when launching your mobile strategy Understand the reasoning behind launching a mobile ecommerce site Understand the reasoning behind launching a iPhone App Detailed review of theWet Seal Mobile Strategy and the road it took to get there

9.25 Mobile- The Heart Of The New Cross Channel Retail Opportunity 2009 was finally the year for mobile. Innovative retailers – like Tommy Hilfiger - recognized the tipping point of the iPhone last year and leaped ahead of their competition by offering customers a new way to shop on the go. Join this session to learn how Tommy Hilfiger's iPhone application encourages customers to explore and buy their favorite Tommy products wherever and whenever they desire. Key to success is an integrated approach to mobile commerce that not only optimizes the customer experience on the iPhone but also connects that iPhone experience with the website, store, and the call center -- ultimately delivering a more rewarding shopping experience.  This session will explore the current opportunity in mobile commerce and introduce you to new offerings that can help you capitalize on this market. Leave with an understanding of how to add value to your retail offerings via the mobile channel.   What is the current state of the mobile market? How have leading retailers approached this evolving channel? What are the driving forces in the market and which will last? What value can mobile bring to your cross-channel operation?

10.00 Panel Discussion: Driving Incremental Revenue Through Enhanced Mobile Customer Experiences Mickey Khan, Editor-in-Chief, Mobile Marketer The debate surrounding getting an ROI on mobile strategies has been increasing as 3G adoption becomes standardized. Almost every retailer today has a mobile application or is at the very least, considering one. How do you sort through "the talk" and identify exactly what strategy is needed for your business? Our team of mobile experts field this question and many more in this interactively and lively panel discussion. Get your mobile questions answered here. How does 3G adoption impact your mobile strategy development? How can you optimize your mobile website for the best mobile customer experience possible? How can you market to customers through mobile? Are you creating mobile applications? Are you using RSS? How can you generate revenue through mobile strategy? Mickey Khan Editor-in-Chief, Mobile Marketer Mickey ALAM KHAN is editor in chief of mobile marketing trade publication Mobile Marketer and mobile commerce title Mobile Commerce Daily. He was previously editor in chief of eMarketer and DM News.

10.35 Coffee and Refreshments Coffee and Refreshments

11.00 Keynote Session: Online And Social Are The New Advertising Forms And Everyone In Your Company Has An Opinion About Their Execution Have you ever had a great idea about how to build better relationships with your customers? Building new online experiences and social programs that will create meaningful relationships with your customers while working in a large company can be a double-edged sword. Theoretically, more resources are available to you but those resources are accompanied by internal opinions, ideas and potential distractions. Jim helps solve this condundrum. In this session, explore: Building great online and social experiences for your customers to increase conversion Leveraging internal resources available to you Eliminating distractions that are part of working in a large company

11.35 Creating A Social Media Framework Within Your Organization Retailers from all areas of the industry are moving into the social media realm. Companies with strong brand legacies can easily make this shift, and reap the benefits of having a specific tactical strategy. The head of online marketing for Waterford Wedgwood Royal Doulton discusses the means to organize your internal resources and execute a social media strategy successfully. Getting your social program started and understanding the challenges before implementation Setting up an overall strategy and matching the social media tools to reach those goals Identifying the right internal resources to support your goals Understanding if the resources vary by channel Creating moderation policies and putting rules in place Making sure your program hits your goal and projects the brand image intended

12.10 Driving Sales And Interaction With Social Media Obtaining specific examples of social media is difficult as many retailers do not have quantifiable results for their campaigns. In this session, the Director of E-Commerce and online customer experiences at Golfsmith outlines their success with tying sales back through social campaigns, proposes new measurements around brand valuation and explains proper usage of Facebook and Twitter within your larger marketing campaigns. Using Facebook and Twitter for engagement first and focusing on sales second Leveraging User Generated Content (UCG) on your site and within social networks Tracking sales driven through social media and attaching a "brand" value to interactions/impressions for offsite activity

12.45 Lunch and Conclusion of Summit Lunch and Conclusion of Summit