8:00AM – 9:30AM - Introductory Workshop on Social Media in a Corporate Context

Many companies dive into social media with a Facebook Page and a Twitter account without having solid goals. This ninety minute session will explore:

• the process of social media and strategies for planning stages of social media communications.
• case studies demonstrating successes and weaknesses within this rapidly emerging field.
• different methods for measuring tangible and intangible return of investment

9:45AM - 10:45AM – Plenary Keynote – The Coming Revolution
This plenary keynote will detail the coming revolution being driven by two significant trends, the rapid adoption of social media and the shift within corporations to measure and manage social and environmental impact. Companies will need to work much closer with stakeholders in order to navigate these two trends. What are some of the key lessons learned by companies that have entered the world of social media marketing? What were some of the blunders companies faced? How can exposure to the risks of social media engagement be minimalized?

Moderator: Matthew Bishop, US Business Editor and New York Bureau Chief, The Economist
Phil Radford, Executive Director, Greenpeace
Manish Mehta, Vice President for Social Media and Community, Dell

10:45AM - 11:00AM – Networking Break

11:00AM - 12:00PM – Listening to and Engaging with Customers and Employees
Social media technologies bring management much closer to employees and customers. The growth of listening and buzz monitoring platforms is shifting the way companies solicit ideas and feedback on strategy, both internally and externally. This panel will explore best practices in engaging customers and employees and the best platforms for doing so.

Craig Hepburn, Global Head of Digital, Nokia
Heather Oldani, Director, US Communications, McDonalds
Marcel Lebrun, CEO, Radian6

12:00PM - 12:20PM - Case Study in Brief – Microvolunteering: Many employees feel that they do not have time to volunteer and as a result many corporate employee engagement programs have a hard time recruiting participants. The Extraordinaries is one of a growing group of companies that is revolutionizing employee engagement through microvolunteering. Tweeting is to a press release as microvolunteering is to traditional service opportunities. This case study will explore how companies can engage their employees through microvolunteering platforms.

12:20PM - 1:00PM - Lunch and Networking

1:00PM - 2:00PM – Engaging Activists through Social Media: The Challenges and Opportunities
Social media has heightened awareness and promoted causes that might not otherwise receive attention. ‘Digital Activism’ means communities can take collective action using social media tools and help campaigns go viral. Due to its scope, digital activism can influence consumer and marketing trends and companies are facing increasing pressure from individuals, communities, NGOs, and activists on a range of sustainability and responsibility issues. How are non-profits using social media to support and promote their cause and engage communities? Can social media create social change? Or does it only reinforce action in the real world? Is digital media a good platform for generating awareness and organizing people?

Moderator: Kevin Long, Co-Founder, Justmeans

Marcia Stepanek, Publisher, Cause Global
Joe Marchese, President, Social Vibe
Rod Arnold, COO, Charity Water
Randy Paynter, Founder and President, Care2

2:00PM – 2:20PM – Case Study in Brief: Getting Stakeholders the Right Information through Mobile Phones
 There are 4.6 Billion mobile phones in the world and 1.5 trillion text messages sent per year in the United States. Voxiva has been a leader in mobile health applications designed to support education and behavior change through mobile coaching since 2001. This case study will explore applications for using mobile technology to change stakeholder behavior, a cornerstone of any effective sustainability program.

Paul Meyer, Co-Founder, Chairman and President, Voxiva

2:20PM – 2:40PM Case Study in Brief: Mobile Giving and Engagement: Through mobile donations, the American Red Cross raised over $8 million for relief for victims of the Haiti earthquake within two weeks. The exponential growth of mobile devices combined with innovations in mobile giving presents an opportunity for companies to leverage their stakeholder networks to involve employees and customers in philanthropic campaigns. This case study will explore how the American Red Cross quickly created an effective mobile campaign, the technologies behind the campaign, and the results of the campaigns vs. responses to previous disasters.

Wendy Harman, Social Media Director, The American Red Cross

2:45PM – 3:15PM – Networking Break

3:15PM – 4:15PM – Influencing and Changing Behavior Through Gaming
The development of effective learning and leadership skills comes through practical experience and structural reflection. Online gaming, traditionally the scorn of parents and educators alike, is now seen as an effective tool for disseminating knowledge and building normative behavior. This panel will explore how gaming can be used as both a tool for real world strategy and as a force for persuading people to adopt sustainable behavior.

4:15 PM– 5:15PM - Crowdsourcing Social and Environmental Innovation
An increasing number of companies and organizations are leveraging “the crowd” to source ideas, create products and services, and solve challenges. This panel will explore all stages of the innovation process and how companies are moving from a closed development process to a collaborative network that solves the needs of consumers, employees, and other stakeholders. Three specific case studies on how social and environmental challenges can be solved through the crowd will be showcased:

Case Study in Brief: The ROI from Pepsi Refresh: Over the past year, Pepsi has given away millions of dollars each month through its Refresh Project. This case study will explore the advantages and shortcomings of crowdsourced philanthropy programs as a tool for marketing to and engaging with customers.

Andrew Katz, Senior Manager, Pepsi

Case Study in Brief: Beyond Giving, Crowdsourcing Social and Environmental Innovation: InnoCentive is the world’s leader in open innovation competitions. This case study will explore how opening sustainability product and design challenges to people outside of a company can drive increased financial performance.

Dwayne Spradlin, President and CEO, Innocentive

Case Study in Brief: ecoRewards programs: Online and offline rewards and incentive programs are being utilized by an increasing number of companies to influence customer and employee behavior. This case study will explore RecycleBank’s approach to awards programs.

5:15PM - 5:30PM - Closing Remarks