This pdf is a complete brochure for the forthcoming European Corporate Social Media Summit. This conference will teach you how your business can use social media for better marketing and communications, through practical case-studies from corporate peers. 20+ experts from big businesses like Vodafone, Opel, First Direct, Umbro, DHL and bmi share best practice. Find out more (and get 5 free podcasts from PepsiCo, Samsung, GM and more on social media) here: http://bit.ly/aRY6dt

1. The European Corporate Social Media Summit
How to use social media to enhance
marketing and communications;
engage consumers; and boost profits
Two-day business conference, 17-18 November 2010
The Regent’s Park Marriott Hotel, London usefulsocialmedia.com/europe
Get exclusive insights and best practice examples on: Get exclusive insight
• How to design and implement a social media strategy specifically from our senior
tailored to your business corporate speaker
lineup including:
• How to establish social media value for your company – and measure
whether you’re getting any
First Direct
Paul Say
• How to effectively engage consumers and employees to manage your Head of Marketing
reputation and control risks Vodafone
Aileen Thompson
• How to understand the nuanced European market – and leverage Director of Communications
that knowledge for better marketing and communications Toyota
Colin Hensley
“No matter where your social media program is at, you will take away useful General Manager
of External Affairs
information to help you with it” Mark Davis, Director of Corporate Relations
PepsiCo
and Media, Union Pacific Railway
Nicki Lyons
Head of Media Relations
Umbro
An event exclusively focused on the needs of business: Stephen Corlett
Head of Brand
100%
Communications
of our 20+ speakers are drawn
from big business Royal Dutch Shell
Stuart Bruseth
100%
Vice-President,
of topics covered were requested Global Media Relations
by corporate communications Dell
and marketing executives Stuart Handley
100%
Director of Communications
of our 14 workshops deal with corporate
social media issues, risks and opportunities
AND MANY MORE!
OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!

2. Dear colleague
Social media has changed the way that business does business. 6 excellent reasons why you
Perhaps the most radical change (or is it evolution?) is being faced by marketing and must attend this Summit:
corporate communications professionals.
If Facebook was a country, it would be the third most populous on earth - behind only
1 Targetted, relevant learning -
an exclusively business-focused
China and India. Europe has 402 million internet users. More than 60% use social media on conference agenda, created after
a regular basis. 44% of people recommend products via Twitter, and 34% have searched 3 months of research with senior
online for a product after seeing an advertisement on a social media site.
communications and marketing executives
2
The conversation about your brand is happening – whether you’re involved or not.
Your consumers are out there, and social media offers you unique opportunities to go out
Be part of a dynamic learning
and talk to them.
community - 150+ senior marketing
and communications expected to attend
The numbers add up. That’s why 90% of the FTSE100 have a Facebook page. Why 88% and share knowledge
of the European Fortune 100 have some form of social media presence, and over 70%
have a Twitter page. 3 Practical insights you can use -
Best practice and practical examples from
And yet there is still an awful lot to learn.
over 20 large corporations
Only 25% of corporate Twitter accounts actually respond to other peoples’ tweets. Only
38% of corporate Facebook pages have any interaction from consumers. Whilst 9/10
client marketers agree it would be unwise to ignore social media, 63% don’t have a social
4 Open discussion on the biggest
issues - every session has discussion
media strategy. built-in, and we also offer 12+ hours
Hardly a sign that business is taking full advantages of the opportunities social media of networking time
offers, is it?
5 An independent forum - we’re
not here to sell you products or services.
And remember - the challenges in Europe are significantly more complex than anywhere
else in the world. Different regions have different approaches and responses to social We’re entirely independent, and our
media - making your job harder. agenda delivers a well-balanced,
If you don’t know your Tuentie from your Skyrock, your StudioVZ from your Vkontakte, innovative and informative briefing
then you won’t take full advantage of the European social media landscape. to allow you to make the best decisions
for your business
The European Corporate Social Media Summit will allow you to do just that.
There’s only one conference out there that focuses exclusively on the social media 6 Measure the results - get social
media progress packaged and delivered
opportunity and risks faced by business. It’s the only conference where 100% of our
speakers are practitioners from within big corporations. It’s the only conference where
in a language that your Finance Director
every topic has been suggested by your communications and marketing peers. It’s the can understand
only conference that examines in detail the particular challenges faced by British, French,
German, Spanish companies. “I definitely learned a lot from the
If you’re an executive working in communications/marketing for a large business in Europe, amazing folks you had on board”
this is the conference you’ve been waiting for. Lisa D’Aromando, Social Media Manager, Sprint
We offer senior, experienced speakers from companies like Cadbury, Honda, Vodafone,
Citi, PepsiCo and DHL. So you’ll get in-depth insight and practical advice from people who
have been there, done it, and been successful.
Meet 150+ corporate
Our tightly focused agenda, divided into four key themes, will give you the skills,
social media executives:
knowledge and best practice examples you need.
And with 12+ hours of unrivalled networking opportunities, you’ll have plenty of time
25 45
Executive/ Director/Head
to share problems, learn from your peers and establish your own personalised support Consultant/ of Dept/Senior
network. Our last conference brought together 170+ attendees, 60% of whom were from Assistant Director
the corporate world.
There is no-one else out there that can offer such a resolutely corporate-focused social 14
media conference. Board/CEO
17
I hope to see you in London in November! Senior Manager/
Kind regards, 24 Manager - Other
15
Senior Manager/
Manager –
Marketing/ Senior Manager/
Nick Johnson
Useful Social Media
Comms/Brand
31 Manager - Social Media
Vice-President/
Senior Vice-President

3. What makes this event better than all the
other social media conferences out there?
Simple. An exclusive focus on business
Too many events in this area are populated by ‘social media gurus’ (read service providers and
consultants) as speakers, and discuss ‘social media issues’ in the broadest possible terms.
They’re barely relevant to a corporate audience at all.
The Corporate Social Media Summit is different. Why?
• 3 months of research with big companies, like Intel, Starbucks
and Toyota have ensured we know exactly what business needs when it comes
to social media use
• Exclusively corporate speakers - with representatives from
big companies like Opel, Vodafone, DHL, Cadbury, Honda and PepsiCo
• A tightly-focused agenda - dealing with the biggest issues facing
your company. Areas covered include:
• esign and implement a successful social media strategy for your business
D
• How to define and monitor social media success - measurement, metrics and KPIs
• Best practice to control your reputation online, spot opportunity and offset risk
• Understand and leverage the key characteristics of European social media
• An emphasis on practical, measurable strategies for business
• An audience of corporate communicators and marketers
– not consultants and service providers
The brightest minds in European corporate social media - all under one roof!
PepsiCo Dell Citi Toyota
Nicki Lyons Stuart Handley Amy Kornbluth Colin Hensley General
Head of Media Relations Director of Communications Head of Employee and Manager, External Affairs
Umbro Jamie Oliver Ltd Client Communications Opel
Tom Burrow Head of Monisha Saldanha Shell Vijay Iyer Head of Social
Digital Communications Head of Online Jamie Walls Media, Broadcast and
Umbro Honda Motor Vice-President of Visualisation
Stephen Corlett Head Laura Price Communications (UK) First Direct
of Brand Communications Social Media Manager DHL Paul Say Head of Marketing
Danske Bank Vodafone Christian Maybaum BMI
Thomas Heilskov Aileen Thompson Global Social Media Co-Ordinator Callum Adamson Head
Social Media Manager Director of Communications of Search and Social Media

4. The European Corporate Social Media
Summit, London
DAY ONE 17 November 2010 usefulsocialmedia.com/europe
THEME ONE Transform your employees from THEME TWO
Design and implement a successful social social media liabilities into effective How the European social media director
media strategy for your business brand ambassadors can control reputation, engage consumers
and have effective conversations
As a marketing and communications executive,
you’ll already know just how influential your
Create the right environment for employees can be as authentic brand ambassadors. Understand the nuanced European
social media in your company: The advent of social media has just increased that social media landscape and create
influence many times over.
internal organisation, structure and a strategy that addresses key
A social-media aware and engaged employee base
strategy is absolutely critical for your social media success. differences
80% of the effort it takes to launch a community With their buy-in, and good training, you will not only Have you heard of Skyrock? Studio VZ, Tuentie
and do it right is internal resources, staffing and significantly reduce the risk of social media disaster, or Vkontakte? They’re some of the biggest social
processes. Only 20% is actual implementation” you will also create a group of people willing networks in France, Germany, Spain, and Russia
Jeremiah Owyang, Forrester and able to influence your reputation and spread respectively. If you don’t knowabout them, and use
marketing messages with great results them, you’re missing out.
As a senior manager with an understanding of the
power and utility of social media, you must ensure • How to develop and implement the ‘rules of the You not only need a handle on the different
that your company’s internal organisation evolves game’ for your business: Who should write them, networks, but on the different cultural responses to
to meet the needs of a new, fast-moving and who should police them, what should they say? social media in different countries.
conversational environment.
• Take the next step: Move from simply having a European social media presents a very different
A company cannot succeed in this new world with set of rules to to a set of active brand advocates set of problems to the US version. With different
legacy internal structures. You must develop an – tips and tricks for enhanced engagement languages, cultures and social networks, there’s a lot
internal organisation that is responsive to this new of added complexity.
environment and is equipped to achieve your key
• What happens when an employee makes
a mistake: Crisis management and the re- In this session we’ll equip you with a clear
social media objectives. evaluation of priorities understanding of the ‘social media landscape’
• The internal organisation that works for your Citi Amy Kornbluth Head of Employee and Client across Europe, and identify key knowledge you need
company: Evaluate risk and opportunity of a Communications to ensure your European social media campaign is
collaborative knowledge-sharing approach, vs the a success:
establishment of a ‘centre of excellence’
Add social media to your current • Spot the difference: how social media interaction
• How to define key roles and responsibilities
marketing strategy efficiently and
differs between the USA and Europe. What
across a variety of teams and fiefdoms, and should you bear in mind before launching a
establish a strategy that works across the successfully campaign on this side of the pond?
company to deliver key social media objectives
500 billion minutes are spent on Facebook every • Tips for targeting: Is it possible to create a
• The European angle: How do you reconcile the month. Over 40 million Tweets are sent per day. 24 social media campaign that addresses all of
(usually more advanced) US strategy and mindset hours-worth of video is uploaded to YouTube every this fragmented audience? Or do you need a
with the needs and demands of a complex minute. fragmented campaign, too?
European audience?
In the face of all that, it’s pretty obvious that social • Design and implement a social media strategy
Toyota Colin Hensley General Manager, Public Affairs media is huge – and is an unavoidable part of any that works throughout different European regions
Danske Bank Thomas Heilskov Social Media comprehensive marketing strategy. DHL Christian Maybaum Global Social Media Co-Ordinator
Manager And yet social is still too often the black sheep of the Honda Motor Laura Price Social Media Manager,
family – ignored and tacked on to existing marketing Fleishman Hillard
C A S E S T U DY campaigns. Doing so infinitely weakens its potential
How Dell use Twitter to achieve their impact. In this session, discover the power of the
Use the data generated by social
true integration of social:
communications and marketing goals media to spot opportunities and
A few stats on current Twitter use in Europe:
• Change a winning formula – for the better: How to
ensure that social is complimentary, not harmful, inform wider brand strategy
• Twitter currently handles over one billion tweets to your existing marketing and communications
strategy One of the great benefits of social media interaction
every month
is the sheer volume of content, data and information
• 44% of people have recommended a product via • Tactics on how to interweave the online and generated. The savvy social media executive can
Twitter offline worlds within your marketing campaigns – use this data to fine-tune marketing campaigns,
from companies that have been there and done monitor reputational changes, spot opportunities
• Dell have made over $6.5m directly from Twitter that and even influence future brand strategy.
Twitter is now on of the most mature social
networks, and represents a huge opportunity
• How cheap is social media, really? Determine the In this session, we’ll discuss best practice tips
cost – in time and money – of increased social for analysing the data created by social media
for your company to engage consumers, spread media activity engagement – and then we’ll discuss how to
messages and do great marketing.
bmi Callum Adamson Head of Search and Social Media incorporate that data into brand strategy decisions
In this frank and practical case study, Dell – a global going forward:
leader in using Twitter for better marketing and
communications – will discuss how you can learn • Handle, manipulate and process the vast amounts
of data that social media engagement will generate
from their experience, and use the micro-blogging
service to enhance your own marketing and • Spot patterns and trends that could be beneficial
communications strategy. for your business
Dell Stuart Handley Director of Communications • Set-up your company/strategy/department
to be responsive enough to quickly move on
opportunities identified
Speakers to be announced shortly
The earlier you book, the less you pay: Register by the 10th September to SAVE £350!

5. DAY TWO 18 November 2010
Conversation skills: How to win THEME THREE
C A S E S T U DY
friends and influence people How Foursquare can be a
How to define ‘social media success’:
83% of B2C companies have a social media Measurement, metrics, monitoring and KPIs fundamental part of your marketing
presence. It’s an accepted requirement for the and comms strategy
successful marketing and communications
Foursquare is only just over one year old, and is
department.
Determine what success means for already the bright young thing of the social media
And yet there is a huge variety in the quality and world, with over half a million users and an awful lot
usefulness of these social media presences. Social you: Create appropriate KPIs and of press coverage.
media is fundamentally a conversation. And some benchmarks tailored to your business But how useful is it for your marketing and
brands on social networks just aren’t making good
conversation. objectives communications strategy?
You know social media is huge. You know it’s In this session, you’ll get practical advice on how the
In this session, we will discover all the conversation
an essential for the forward-thinking Marketing/ newest network is relevant to your business – and
skills you need to make sure your social media
Communications Director. But how do you know tips on how best to use it.
presence pays off for you:
whether you’re doing it right? What is ‘successful Umbro Tom Burrow Head of Social Media
• Choosing when to converse: You can’t talk to social media’ for you?
everyone – how do you identify the best people to Umbro Stephen Corlett Head of Brand
engage with? It’s different for everyone. Should you aim for Communications
1,000 retweets, or an increase in traffic of 10%
• Effective engagement: Strategies and tips on how to your homepage? Should you look for a growth
to have a conversation that gets results in Facebook likes? Or a growth in special offer ROI: Assess its importance and
• Ghostwritten: Is it better to hire in an agency to redemptions? Should you set target interaction discover its effectiveness as a social
levels at 1%, 3% or 10%?
run your social media presence and do the talking media metric
for you? What are the risks of this approach? Without setting extremely clear, measurable social
media goals, you run the risk of wasting huge ROI is critical, right? If you don’t have a handle on
Jamie Oliver Ltd Monisha Saldanha Head of Online ROI, you don’t know how well your marketing is
amounts of time – and money. In this session, we’ll
Cadbury Joy Armitage Head of Interactive investigate how to establish goals, benchmarks and doing, right?
KPIs that speak directly to your business: But – in the post social media world – is that really
Protect your brand – use social media • The first step: What is ‘success’ for your true?
to identify problems, spot upcoming company? Clarify and set key objectives that tally Determining the ROI of social media is something
with your overall marketing and communications of a holy grail. Innumerable hours have been spent
issues and manage your reputation goals trying to tie euros and pounds to a company’s social
online media activity.
• Understand and utilise key cross-industry
You’ve heard the horror stories – “United Breaks benchmarks to put your efforts in context and But is this the right way to spend your time? Many
Guitars”, Habitat and hashtags, Nestle, palm oil and track success experienced corporate social media practitioners are
Kit Kats. dismissive of the usefulness of ROI in assessing a
Opel Vijay Iyer Head of Social Media, Broadcast and
Whilst social media presents many opportunities Visualisation social media campaign’s effectiveness.
for the marketing/communications professional, In this session, two seasoned social media experts
there are also some very real risks. While it might
be impossible to completely remove the chance of
Track your impact: Understand the debate the value of ROI as a social media metric:
a social media nightmare, you can guard against it. metrics and measurement tactics • The advantage of striving to find a social media
ROI – and some tactics to do just that
And if it does happen, you can learn to respond in available to you
the best possible way:
There are hundreds of social media metrics available
• Missing the point: The risks inherent in attempting
to ascribe monetary value to your social media
• Equip your social media team to spot upcoming to you. Some will help you identify success. Some efforts
problems before they become crises will cloud your judgement and give you a false sense
• What to do when disaster strikes – how to use of progress. • How to convince your board of the value of social
social media to respond effectively media without ROI information
Should you be measuring tweets about your brand,
or retweets of your message? Should you measure Speakers to be announced shortly
• Establish a system to guard against social media
faux pas from your employees Facebook likes or interactions on your page? Is an
increase in traffic to your homepage better than an
Vodafone Aileen Thompson Director of increase in time spent on your site? What’s more
Communications useful for you – qualitative or quantative data? In this
Shell UK to be determined Vice-President of session, learn:
Communications
• How should you measure success? What metrics
are available? What insights do they offer you?
• Link your metrics to your business goals
• Defining a metrics strategy that helps measure
all the different social actions that contribute to
impact
Speakers to be announced shortly
The only social media conference designed exclusively for a corporate audience!

6. Our 5 Guarantees to you: Don’t just take our
You will leave the summit with: word for it...
1 A roadmap for action: practical steps for your “It was a very well organised event and the
company to move confidently towards strategic quality of the participants was good – mainly
social media use corporate and not all agency/vendor like
a lot of conferences.”
2 A clear understanding of the strategies of Paul Butcher, Head of Social Media, Citi
leading companies and what you need to take “I normally find social media events frustrating -
your place amongst them they don’t provide content on my level. This event
was different. I learned new things... because
3 Benchmarks from some of the biggest brands of the real world experience and expertise.
practicing corporate social media today Kelly Feller, Senior Social Media Strategist, Intel
4 New relationships with a highly targetted, These two days have provided me with
far greater insight into the “Do’s” and “Don’ts”
senior set of peers
of social media”
5 Insights from the most dynamic figures Jill Jacoby, Director of Marketing Technology Strategy,
Prudential Insurance
at work in corporate social media today
“I now have a clear benchmark of where we are
and where we need to be, and what resources
we need to get there”
Catherine Herman, Vice-President of Communications
Solution and Service Providers – ever and Marketing, University at Albany
find yourself asking these questions?
• here can I find new customers for my social media
W
analytics products and services
• hich emerging challenges will offer my business lucrative
W
Who will you meet?
opportunities going forward? Previous attendees include
• hich partnerships will allow me to take my solutions into
W
representatives from:
new markets and add significantly to my bottom line?
Well ask no more! Secure a sponsorship or exhibition package Vice-President - Innovation and Director - Direct Sales and Distribution,
at the CSM Summit and you’ll be guaranteed to meet and do Strategic Marketing, Hertz Air France
business with our focused and senior audience of corporate Director - Social Media, Senior Manager - Digital and Social
executives with a responsibility for social media strategy - American Express Media, Frito Lay
all of whom need your solutions and services! Director - US Communications, Director - Marketing Services, Cadbury
McDonald’s Head of Consumer Insights, Sony
The Corporate Social Media Summit offers an excellent range Vice-President - International Public Social Media Manager, Samsung
of sponsorship and exhibition opportunities to suit every Relations, Polo Ralph Lauren Electronics
need and budget. We can literally tailor-make a sponsorship Director - Online Marketing, Siemens Social Media Manager, Mars
package to your needs -meaning you speak, build your brand
Director - Corporate Communications, PR Manager, Microsoft
or organize meetings with the leading figures in the CSM space. Amazon.com
Senior Manager - Corporate
Do not miss out on this unrivalled opportunity to do business Director - Strategic and Digital Communications, Timberland
and secure sales from the CSM industry! Communications, BAE Systems
Director - Corporate Digital Comms
Senior Manager - Marketing, Strategy, Pfizer
Contact or email Andrew Bold today: Canon
Senior Manager - Digital Media
Call +44 (0) 20 7375 7188
Director - Corporate Affairs, Communications, PepsiCo
or email andrew.bold@usefulsocialmedia.com Halliburton
Communications Manager - Social
Senior Manager - Brand PR, Media, General Motors
General Mills
Director - Editorial Services, Merck
Chief Planner, Panasonic

7. Catch Every Presentation...
It can be difficult to catch every word
REGISTER NOW IN 3 EASY STEPS
of every presentation - and with the
expertise on offer, you’ll want to. We
will record every presentation so you EUROPEAN CORPORATE SOCIAL MEDIA SUMMIT, 17-18 November 2010
don’t miss a thing. Simply purchase The Regent’s Park Marriott Hotel, London
a Premium pass when you register.
You’ll be given access to the online
video within 10 days of the event.
1 Choose Your Pass
Register for a Premium Pass on
the form opposite!
Standard Premium
• ccess to all super-panels,
A • ccess to all super-panels,
A
Save Big with our workshops and case studies workshops and case studies
Group Discounts • etworking lunch and coffee
N • etworking lunch and coffee
N
breaks breaks
Take advantage of Useful Social • vening drinks reception
E • vening drinks reception
E
Media’s unique team discounts.
+ Access to presentation slides + MP3s of every session
Every third person in your group
post-conference at the conference
comes for half price.
Contact the Useful Social Media
Book by 10th September £895 SAVE £350 Book by 10th September £1045 SAVE £350
team on +44 20 7375 7575
or info@usefulsocialmedia.com Book by 15th October £1095 SAVE £150 Book by 15th October £1245 SAVE £150
Full price £1245 Full price £1395
20+ Hours of Networking
2 Give us Your Contact Details
Meeting key figures from within the
industry in person can be an invaluable
experience. We know that a formidable
chunk of you have networking as First name: Telephone:
your primary reason for attending. Last name: Email:
The Summit is designed to maximize Position/Title: Address:
networking time - with highlights
including a networking party on the
close of day one - June 16th. Over 20 Company:
hours of applied discussion time will
ZIP:
take place over the 2 days. You’ll also
have the chance to arrange meetings
with other attendees before the event.
3 Register Your Place
CALL US: EMAIL US:
+44 20 7375 7575 register@usefulsocialmedia.com
Part of the FC Business
FAX US: VISIT OUR WEBSITE:
Intelligence Group +44 20 7375 7511 www.usefulsocialmedia.com
As part of the FC Business Intelligence group,
we are well-versed in putting together effective
business conferences, and have been doing so TERMS & CONDITIONS Places are transferable without any charge. Cancellations after 17th September
2010 incur an administrative charge of 25%. If you cancel your registration after 22nd October 2010 we
for over 20 years. In the last year, we ran 115 will be obliged to charge the full fee. Please note – you must notify Useful Social Media in writing of a
conferences across the world. 13,345 business cancellation, or we will be obliged to charge the full fee. The organizers reserve the right to make changes to
executives attended our events in the last year. 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 European Corporate Social Media Summit
How to use social media to enhance
marketing and communications;
engage consumers; and boost profits
Two-day business conference, 17-18 November 2010
The Regent’s Park Marriott Hotel, London usefulsocialmedia.com/europe
Expert speakers confirmed from
4 great reasons you should attend this conference: all these leading companies
1 Exclusive insights from our unrivalled speaker line-up:
featuring senior representatives from Cadbury, Toyota, Citi, PepsiCo, DHL
and many more!
2 Understand the big picture with our plenary sessions:
Multiple high-level panels for enhanced debate on strategic issues
3 Access to best practice examples and benchmarks:
14 practical and interactive workshops on the nitty gritty of corporate
social media
4 Fill your contact book:
Build a personalised support network with 12+ hours of networking
with senior marketing and communications executives
International SM
Communications
Sponsor
Supporting
Partners
95% of past attendees say they learnt useful strategies
and best practice they could take back to the office
OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!