Social Commerce Strategies

22 - 24 January, 2013

Las Vegas, NV

Main Day One: Monetizing Your Social Engagement

Wednesday, January 25, 2012

8:00 Registration & Networking Breakfast Inside The Solution Zone

Registration & Networking Breakfast Inside The Solution Zone

8:30 Welcome Address

Welcome Address

8:35 Chairperson’s Opening Remarks: Don Crawford, Senior Director Consulting, Corbus, LLC

Don Crawford , V.P. Customer Relations, Corbus

Chairperson’s Opening Remarks by Don Crawford, Senior Director Consulting, Corbus, LLC

Don Crawford

V.P. Customer Relations, Corbus

Don Crawford is a passionate salesperson who embraces tomfoolery at its core. With stints at eBay and RockYou, Don brings a new perspective to companies looking to understand social media and ecommerce.　 Working with clients like P&G, BMW and InBev, Don challenges the status quo and pushes an already pushed envelope down the road to social success. At Corbus, Don leads the teams to [read more]

8:50 The Social Transaction: How Social Media Is Redefining Marketing Priorities

Natalie Malaszenko, Director, Worldwide Digital Marketing & Social Media, Hewlett-Packard

Natalie Malaszenko

Director, Worldwide Digital Marketing & Social Media, Hewlett-Packard

Digital Marketing Executive with diverse experience including ranking in the 99th percentile of leadership at a Fortune 34 Company. Recognized as an industry leader by multiple publications including "Bloomberg BusinessWeek"and as a keynote speaker at numerous conferences. Skilled in building and motivating global and local teams with a strong track record of succes [read more]

9:25 Using Social Commerce to Drive Participation at each stage of the Product Lifecycle Commerce Universe

Alan Wizemann, Founder & Chief Product Officer, Shopigniter
Kevin Tate, Chief Marketing Officer, Shopigniter

Engaging and authentic social commerce experiences can drive widespread product participation - but the kind of participation that is most valuable to a brand often depends on where that product is in its lifecycle. Alan Wizeman, ShopIgniter's Chief Product Officer, will share case studies and best practices from programs that effectively drive discovery, purchase and referral through the various stages of the product lifecycle - from inital launch to eventual sunset.

Alan Wizemann

Founder & Chief Product Officer, Shopigniter

With 14 years of development experience, Alan was asked by his wife to help her develop a web store for her small boutique. After poking around, the solution became clear: develop his own. Fast forward 2 years later — with an amazing team of engineers and designers, that system has become ShopIgniter. Alan is directly responsible for the innovative ideas, roadmap and future direction of the platfo [read more]

Kevin Tate

Chief Marketing Officer, Shopigniter

Kevin comes to ShopIgniter with 13 years of experience in eCommerce and Social Media. Previously the VP of Business Development for the Dachis Group and Co-founder of StepChange, he oversaw the strategy and development of more than 250 social media experiences for leading brands and agencies. Prior to the advent of social media, Kevin was VP of Marketing for Unicru/Krono [read more]

10:00 The Opportunity in Mobile & Social Commerce

Kevin Ertell, Chief Marketing Officer, Onlineshoes.com

The Opportunity in Mobile & Social Commerce

Kevin Ertell

Chief Marketing Officer, Onlineshoes.com

10:35 Refreshment Break & Opportunity To View The Solutions Zone

Refreshment Break & Opportunity To View The Solutions Zone

11:15 Panel Discussion: Tactics To Better Execute Social Marketing

Cam Balzer, Chief Marketing Officer, Threadless.com
John Doughney, Senior Social Media Marketing Manager, Coca-Cola
Richard Margetic, Director, Global Social Media, Dell
Adrian Parker, Head, Social Media, Radioshack
Scott Silverman, Co-Founder & VP Marketing, Ifeelsgoods, Inc

So you have your strategy, right? Hopefully? Maybe? Let’s talk specifics, let’s talk tactics. Building an overarching strategy on engagement, listening stations & tracking is necessary. Execution is equally important. In terms of marketing, using the right platforms for specific messaging can prove highly effective. Over saturating however, could damage your brand. Listen to our panel of leaders as they describe some successes and failures and what you can now take back as social marketing 2.0 for 2012.

Cam Balzer

Chief Marketing Officer, Threadless.com

Cam spreads Threadless love across the interwebs and beyond, eradicating pockets of Threadless-less-ness everywhere. At Threadless, Cam restlessly explores unconventional ways to use new and old marketing and social channels. Before joining Threadless, Cam abandoned doctoral studies in English literature at Northwestern University to run the public website for Baxter Healthcare, to architect the C [read more]

John Doughney

Senior Social Media Marketing Manager, Coca-Cola

JD Doughney is the Senior Social Media Marketing Manager at Coca-Cola North America, where he leads social media strategy across Coca-Cola’s still beverage portfolio. The brands that he works on include vitaminwater, smartwater, Powerade, Minute Maid, Odwalla, Simply Orange Juice, Fuze, Dasani, Nestea, Gold Peak Tea and NOS.Prior to leading social media strategy at Coca-Cola, he served as Director [read more]

Richard Margetic

Director, Global Social Media, Dell

Richard Margetic is the Director of Global Social Media, currently responsible for Dell’s strategy, governance and presence for social networks and social commerce, cross-business, cross-platform, around the globe. For the six years he’s been with Dell, Richard has been instrumental in the launch of Dell’s social media presence from inception to today’s leadership position in social. With 15 years [read more]

Adrian Parker

Head, Social Media, Radioshack

Adrian D. Parker is Social Media Director at RadioShack Corporation where he oversees the multi-channel experience to increase consideration, purchase, loyalty and advocacy. He launched RadioShack’s social media practice in 2010 and manages a team that develops enterprise-wide solutions across product marketing, customer care, media relations, e-commerce and human resources. An award-winning brand [read more]

Scott Silverman

Co-Founder & VP Marketing, Ifeelsgoods, Inc

Scott Silverman joined Ifeelgoods as a co-founder and head of marketing in August 2010. Ifeelgoods is an Internet startup that helps retailers offer digital goods as incentives. In this role, Scott is focused on building the Ifeelgoods brand and educating retailers about digital goods incentives. Silverman joins Ifeelgoods from Shop.org, where he served as Executive Director from 2001 to 2010. Dur [read more]

12:00

Panel Discussion: Creative Methods For Driving Traffic From Social Media Engagement

Chris James, Head, Social Media, GNC
Adam Kmiec, Head, Social Media, Walgreens
Brad Kopitz, Director of eCommerce, Skis.com
Ponara Eng, Social Commerce Strategist, 8thBridge, Inc.
Peter Wexler, Senior Director, Strategic Partnerships, TrialPay, Inc.

Chris James

Head, Social Media, GNC

Adam Kmiec

Head, Social Media, Walgreens

Brad Kopitz

Director of eCommerce, Skis.com

Ponara Eng

Social Commerce Strategist, 8thBridge, Inc.

As Social Commerce Strategist at 8thBridge, Ponara Eng helps clients leverage the Open Graph to offer customers innovative, multi-channel social shopping experiences.

Peter Wexler

Senior Director, Strategic Partnerships, TrialPay, Inc.

Peter Wexler is TrialPay’s Senior Director of Strategic Partnerships, where he is responsible for all worldwide advertising partnership initiatives. Peter comes to TrialPay from GetConnected, Inc. where he held senior business development and account management positions focused on growing industry adoption of GetConnected’s digital services platform.Earlier in his career, Peter held senior leader [read more]

12:35 Lunch For All Attendees

Lunch For All Attendees

Track A: Social Commerce Strategies For BrandsTrack B: Social Commerce Strategies For Retailers

1:30 Chairperson’s Remarks: Don Crawford, V.P. Customer Relations, Corbus

Track A: Social Commerce Strategies For Brands

Don Crawford , V.P. Customer Relations, Corbus

Chairperson’s Remarks

Don Crawford

V.P. Customer Relations, Corbus

Track A: Social Commerce Strategies For BrandsTrack B: Social Commerce Strategies For Retailers

1:40 The Boston Celtics 3-Point Play

Track A: Social Commerce Strategies For Brands

Peter Stringer, Director, Interactive Media, Boston Celtics

Video is often an underutilized tool to give fun and engaging content to your audience. Not only are your followers viewing, but they are sharing, commenting and giving fantastic feedback. In this discussion, we look at useful examples of multimedia exposure. Peter Stringer from the Boston Celtics took over the reins on 2010 and immediately went to work engaging over Facebook and Twitter amassing an enormous following in both platforms. Later, Peter pioneered “GameTimeLive” – a prime example of multimedia social integration.

How to develop a useful multimedia action plan
Creating conversation and advocacy
Examples of multimedia sharing in action
Facebook data examples
Twitter data examples
New tips and opportunities

Peter Stringer

Director, Interactive Media, Boston Celtics

1:40 Inspiring And Engaging Socially With A Purpose

Track B: Social Commerce Strategies For Retailers

Matt Corey, Chief Marketing Officer, Golfsmith

To thrive in social marketing and commerce a brand must not only be authentic, but must deliver what customers expect from the brand -- what the brand truly stands for. Is your company core purpose clear and obvious to your social audience? Does your brand's social "voice" align with your company's core purpose? Find out how Golfsmith, the largest golf retailer in the U.S., is bringing its core purpose (To inspire people to play better and love life more) to life through social marketing and media.

Learn how Golfsmith's CORE PURPOSE drives its customer engagement planning process and final execution of national campaigns and events
Explore real examples of how social campaigns are driving multi-channel sales and customer acquisition
See Golfsmith's best practices for engaging and inspiring customers (and how the company tests those practices before launch)
Learn how Golfsmith is measuring the impact of its social programs

Matt Corey

Chief Marketing Officer, Golfsmith

Track A: Social Commerce Strategies For BrandsTrack B: Social Commerce Strategies For Retailers

2:15 Panel Discussion: Using The Power Of Friends & Recommendations

Track A: Social Commerce Strategies For Brands

Matt Dooley, Social Media Director, International Hotels Group
Luigi Raffo, Director, eCommerce & Digital Media Technologies, Smashbox Cosmetics (Estee Lauder)
Alexandra Best, VP Marketing, RewardStream
Trevor Legwinski, Director of Marketing, Extole

Influence is a funny thing. In social media, some statistics show the impact that high-valued influencers can have on a products success or demise. Brands can use consumer-created recommendations, incorporate their peers and develop an online strategy that utilizes influence.

The power of influence
Designing eCommerce with social in mind
Case examples of our efforts and results from the holiday season To Register

Matt Dooley

Social Media Director, International Hotels Group

Luigi Raffo

Director, eCommerce & Digital Media Technologies, Smashbox Cosmetics (Estee Lauder)

Alexandra Best

VP Marketing, RewardStream

Alex has more than 15 years’ experience building and leading marketing programs, with extensive experience in lead generation and customer acquisition. At RewardStream Alex is responsible for lead generation, corporate marketing, and marcom; she also acts as Product Manager for Spark, RewardStream’s first packaged customer recommendation solution. Alex’s background is primarily in B2B technology m [read more]

Trevor Legwinski

Director of Marketing, Extole

Trevor is responsible for the planning, marketing and sales enablement efforts of Extole's Social Referral Platform. Prior to Extole, Trevor managed eCommerce and Marketing at Cambria Cove, where he led the eCommerce, marketing and social strategies that helped transform Cambria Cove's catalog based business into a true online retail business. Trevor's experience spans across onlin [read more]

2:15 International Social Media: China's Social Network Leader Speaks Out Outreach & How Search Changes The Game

Track B: Social Commerce Strategies For Retailers

Donna Li, General Manager, RenRen

RenRen is the leading social network for Chinese consumers. Listen to this case-study as Donna Li details the roadmap for social expansion into China.

Donna Li

General Manager, RenRen

Ms Donna Li is the General Manager of Strategic Marketing & Media Planning of Renren Inc , the largest SNS of China. She oversees RenRen corporate marketing as well as online advertising business, offering most effective marketing solutions via social media mechanism to clients of all major business sectors.

Track A: Social Commerce Strategies For BrandsTrack B: Social Commerce Strategies For Retailers

2:50 Customer Service On Steroids Using Social

Track A: Social Commerce Strategies For Brands

Pinny Gniwisch, Founder, EVP of Business Development & Communications , Ice.com

Although unstructured feedback from social media and online communities will not replace solicited surveys, it is becoming a key method for understanding how customers relate to your brand. This session will walk you through the latest methods for monitoring the social web and gathering customer experience feedback.

Utilize social media monitoring tools to scrape web conversations and get the current pulse of your brand
Join the conversation and learn what the customer really wants
Determine when and how to engage appropriately with customers on the web
See what happens to brands that don’t listen

Pinny Gniwisch

Founder, EVP of Business Development & Communications , Ice.com

2:50 Social Q&A: Beyond Customer Reviews

Track B: Social Commerce Strategies For Retailers

George Eberstadt, CEO & Founder, TurnTo Networks

Social Q&A is emerging from the shadow of its big brother, customer reviews, as one of the most effective social commerce tools for online retailers. By encouraging direct, fast dialog between shoppers and past customers, stores can release the goodwill trapped in their customer base, with bottom-line benefits. Done right, social Q&A increases conversion rates, brings past customers back, generates over 2X the UGC of customer reviews with attendant SEO benefits, and turbocharges customer activity on Facebook. But there are pitfalls, too. Done wrong, it can lead to unfulfilled shopper expectations and even hurt sales.

In this session George Eberstadt, CEO and Founder of TurnTo Networks, will:

Tour a selection of social Q&A case studies
Quantify the benefits of social Q&A
Review best practices and pitfalls to avoid

George Eberstadt

CEO & Founder, TurnTo Networks

George has spent the last 14 years leading companies building "social" technologies, from B2B teamcollaboration to marketplace negotiation systems to face-to-face technologies for conferences. As thefounder and CEO of TurnTo, George has been at the leading edge of social commerce innovation sincebefore Facebook's first offerings in the field. TurnTo's "Ask Owners" product is now the gold standard [read more]

Track A: Social Commerce Strategies For BrandsTrack B: Social Commerce Strategies For Retailers

3:25 Refreshment Break & Opportunity To View The Solutions Zone

Track A: Social Commerce Strategies For Brands

Refreshment Break & Opportunity To View The Solutions Zone

Track A: Social Commerce Strategies For BrandsTrack B: Social Commerce Strategies For Retailers

4:00 Panel Discussion: Shifting Traditional Marketing Efforts To Social Media - Concerns, Analysis & Opportunities

Track A: Social Commerce Strategies For Brands

Erick Barney, VP, Marketing, Motorcycle Superstore
Steve Chitwood, VP, eCommerce, Lillian Vernon
Margot Gorman, eBusiness Marketing Specialist, Volvo Construction Equipment
Don Crawford , V.P. Customer Relations, Corbus

Erick Barney

VP, Marketing, Motorcycle Superstore

Steve Chitwood

VP, eCommerce, Lillian Vernon

Margot Gorman

eBusiness Marketing Specialist, Volvo Construction Equipment

Don Crawford

V.P. Customer Relations, Corbus

4:00 Accounting for Taste: How GNC Uses Technology To Monitor Flavor Trends

Track B: Social Commerce Strategies For Retailers

Chris James, Head, Social Media, GNC

Accounting for Taste: How GNC Uses Technology To Monitor Flavor Trends

Chris James

Head, Social Media, GNC

Track A: Social Commerce Strategies For BrandsTrack B: Social Commerce Strategies For Retailers

4:35 Shifting Storefronts

Track A: Social Commerce Strategies For Brands

Richard Margetic, Director, Global Social Media, Dell

Applauded globally for their innovative approaches and top-level focus on the customer, Dell has proven their social ROI time and again. Richard leads Dell’s global social media team. Listen as he discusses the social strategy at Dell and highlights challenges within this.

From the general store to the department store, from eCommerce to the real time web
Impact of social: bringing intimacy to the online experience and circular evolution
The social world and the eCommerce island: building bridges

Richard Margetic

Director, Global Social Media, Dell

4:35 Measuring Social Media

Track B: Social Commerce Strategies For Retailers

Jeff Esposito, Manager PR & Social Media, Vistaprint

Contrary to popular belief social media is indeed measureable. Attend this session and learn from examples of what eRetailer Vistaprint is measuring and how you can too. Key topics include the importance of having fluid conversation.

What can I measure beside fans & followers?
How can I tie revenue to social media?
How can I tie cost-cutting to social media?
What should I be measuring?
Why didn't I think of this sooner?

Jeff Esposito

Manager PR & Social Media, Vistaprint

Jeff Esposito is a public relations manager at Vistaprint, a leading online provider of professional marketing products and services to micro businesses. He is responsible for the day-to-day management, development and growth of Vistaprint’s social media properties and campaigns. He is also active in a number of other communications areas for Vistaprint, including marketing communications and PR.< [read more]

5:10 - 6:30 Social Commerce Strategies Networking Reception Hosted By Payvment

Social Commerce Strategies Networking Reception Hosted By Payvment






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Main Day One: Monetizing Your Social Engagement

Wednesday, January 25, 2012

Don Crawford V.P. Customer Relations, Corbus

Natalie Malaszenko Director, Worldwide Digital Marketing & Social Media, Hewlett-Packard

Alan Wizemann Founder & Chief Product Officer, Shopigniter

Kevin Tate Chief Marketing Officer, Shopigniter

Kevin Ertell Chief Marketing Officer, Onlineshoes.com

Cam Balzer Chief Marketing Officer, Threadless.com

John Doughney Senior Social Media Marketing Manager, Coca-Cola

Richard Margetic Director, Global Social Media, Dell

Adrian Parker Head, Social Media, Radioshack

Scott Silverman Co-Founder & VP Marketing, Ifeelsgoods, Inc

Chris James Head, Social Media, GNC

Adam Kmiec Head, Social Media, Walgreens

Brad Kopitz Director of eCommerce, Skis.com

Ponara Eng Social Commerce Strategist, 8thBridge, Inc.

Peter Wexler Senior Director, Strategic Partnerships, TrialPay, Inc.

Don Crawford V.P. Customer Relations, Corbus

Peter Stringer Director, Interactive Media, Boston Celtics

Matt Corey Chief Marketing Officer, Golfsmith

Matt Dooley Social Media Director, International Hotels Group

Luigi Raffo Director, eCommerce & Digital Media Technologies, Smashbox Cosmetics (Estee Lauder)

Alexandra Best VP Marketing, RewardStream

Trevor Legwinski Director of Marketing, Extole

Donna Li General Manager, RenRen

Pinny Gniwisch Founder, EVP of Business Development & Communications , Ice.com

George Eberstadt CEO & Founder, TurnTo Networks

Erick Barney VP, Marketing, Motorcycle Superstore

Steve Chitwood VP, eCommerce, Lillian Vernon

Margot Gorman eBusiness Marketing Specialist, Volvo Construction Equipment

Don Crawford V.P. Customer Relations, Corbus

Chris James Head, Social Media, GNC

Richard Margetic Director, Global Social Media, Dell

Jeff Esposito Manager PR & Social Media, Vistaprint

Don Crawford

V.P. Customer Relations, Corbus

Natalie Malaszenko

Director, Worldwide Digital Marketing & Social Media, Hewlett-Packard

Alan Wizemann

Founder & Chief Product Officer, Shopigniter

Kevin Tate

Chief Marketing Officer, Shopigniter

Kevin Ertell

Chief Marketing Officer, Onlineshoes.com

Cam Balzer

Chief Marketing Officer, Threadless.com

John Doughney

Senior Social Media Marketing Manager, Coca-Cola

Richard Margetic

Director, Global Social Media, Dell

Adrian Parker

Head, Social Media, Radioshack

Scott Silverman

Co-Founder & VP Marketing, Ifeelsgoods, Inc

Chris James

Head, Social Media, GNC

Adam Kmiec

Head, Social Media, Walgreens

Brad Kopitz

Director of eCommerce, Skis.com

Ponara Eng

Social Commerce Strategist, 8thBridge, Inc.

Peter Wexler

Senior Director, Strategic Partnerships, TrialPay, Inc.

Don Crawford

V.P. Customer Relations, Corbus

Peter Stringer

Director, Interactive Media, Boston Celtics

Matt Corey

Chief Marketing Officer, Golfsmith

Matt Dooley

Social Media Director, International Hotels Group

Luigi Raffo

Director, eCommerce & Digital Media Technologies, Smashbox Cosmetics (Estee Lauder)

Alexandra Best

VP Marketing, RewardStream

Trevor Legwinski

Director of Marketing, Extole

Donna Li

General Manager, RenRen

Pinny Gniwisch

Founder, EVP of Business Development & Communications , Ice.com

George Eberstadt

CEO & Founder, TurnTo Networks

Erick Barney

VP, Marketing, Motorcycle Superstore

Steve Chitwood

VP, eCommerce, Lillian Vernon

Margot Gorman

eBusiness Marketing Specialist, Volvo Construction Equipment

Don Crawford

V.P. Customer Relations, Corbus

Chris James

Head, Social Media, GNC

Richard Margetic

Director, Global Social Media, Dell

Jeff Esposito

Manager PR & Social Media, Vistaprint