Engaging the Customer:

getting it right with

social media

3-4 June 2009, London

www.unicom.co.uk/socialtools

Organised by:
Supported by:

www.unicom.co.uk/socialtools Email: info@unicom.co.uk Telephone: +44(0)1895 256 484

 Engaging the customer:
getting it right with social media
Background
Barack Obama was the first politician to fully understand and exploit the power of social
tools for marketing, weaving technology and the Internet into the fabric of his campaign.
Thousands of new and successful companies have also been gaining market share from
the real and concrete business benefits to be gained from implementing Social Tools
such as blogs, podcasts, wikis, online video and other collaborative technologies.
This highly interactive and lively conference brings together marketing experts working in
the environment of Web 2.0 or Enterprise 2.0 who have understood how to use the power
of communities to impart their message and increase sales, while in many instances
reducing customer service costs.
It presents new and subtle marketing techniques, which establish a whole new supplier/
client dynamic.
It is particularly relevant in today’s atmosphere of “doing more with less” and can be
applied to every type of sector and industry.
This is UNICOM’s sixth conference on business aspects of Web 2.0, but this time with a
whole new focus on marketing applications. All the conferences have all been chaired by
David Gurteen, founder of the Gurteen Knowledge Community and himself both a user
and an advocate of these technologies.
We are delighted to introduce for the first time some exciting new presenters, as well as
to welcome back some of the speakers who received exceptional reviews at past events.

Target Audience
All those interested in harnessing the power of Web 2.0 to impart their message, build a
community and learn how to interact more productively with their client base.
In particular, Senior Managers from the following industry sectors
• Marketing
• Corporate
• Public sector
• HR
• Professional services
Job Functions:
• CEOs • Senior information management
• Managing Directors professionals
• CIOs • Knowledge managers
• PR and marketing professionals • HR Managers
• Information strategists • Publishers

Background
Attendees will gain an excellent overview of how social tools can be used in marketing to
foster collaboration, create greater cohesion, support innovation and win customers.
Everyone will be able to go back into their organisations with new knowledge and
insights.
What delegates at previous UNICOM Social Tools conferences said:
• It gave me great insight into how social software is applied in practice and highlighted
issues and advantage of web 2.0 for organisations. (Guardian News & Media)
• Really opened my eyes as to what others use Web 2.0 tools for and how these tools
can really help make life easier! (Fujitsu Services)
• I really benefited from sharing experiences & tremendous knowledge. Networking has
been outstanding. (IBM)
• Speakers were all, without exception, able to bring insights into not only what they
have done, but how and why they have done it (CIMA)

www.unicom.co.uk/socialtools Email: info@unicom.co.uk Telephone: +44(0)1895 256 484


PROGRAMME
DAY 1
Introductions and scene setting
David Gurteen, Gurteen Knowledge
Creating Business Value Through Social Tools and Content
Strategies
Julie Walker, Purple Spinnaker
• A potted history of social tools
• Social Tools in Action – the good, the innovative and the
not quite sure why they bothered
• The business value behind social tools and content
strategies
• Developing a social strategy for your business
Using Social Software to Market Yourself - inside and outside
the firewall
Ian McNairn, Program Director Web Technology & Innovation,
SWG Integration, Office of the IBM CIO
• What Social Tools to use and how to get the best out of
them?
• Should you approach the Intranet and Internet in the same
fashion?
• What motivates usage and how to measure it?
• Generational trends - do they really make a difference?
• What are the drawbacks, and can you ameliorate them?
Taking it Outside: Engaging critics and fans alike in open
conversation to solve shared problems, and why this matters
in a recession
Lee Bryant, Headshift
• Why we need to move beyond adversarial marketing and
defensive PR to solve the big problems we all have a stake
in.
• How social media can create shared spaces for
engagement and debate between companies and their
critics as well as their fans
• Shining a light inside your organisation and supporting your
people as conversation starters
• Creating internal capacity to support external
conversations with enterprise social tools
• Example scenarios
Are You Invited to the Party? Levels of engagement in social
media
Sam Marshall, ClearBox Consulting Ltd
• How have consumer expectations changed, and why does
this matter?
• Is Generation Y really any different?
• How do you match the right social tools to your marketing
strategy?
• Should you create your own communities or join what’s
already there?
• What are the risks of getting it wrong?
Listening and Responding: How engaging in conversations in
social media can positively impact your bottom line
Robin Grant, we are social
• Why not only do you need to be listening to what people are
about your brand, but responding in real time
• How do you go about doing this?
• What parts of the organisation need to be involved?
• An in-depth case study of We Are Social's work in this area
for Skype
Summary and End of Day One
Networking and Drinks Reception
www.unicom.co.uk/socialtools Email: info@unicom.co.uk
London, Engaging the Customer:
3-4 June 2009 Getting it right with social
media
DAY 2
Recap of Learnings so far, Introduction to Day Two
David Gurteen, Gurteen Knowledge
Measuring Web 2.0 ROI
Adrian Moss, Parity Solutions Limited
Using case studies, we will look at ROI for
• Blogs and social networking in a retail environment
• ‘Smart’ portals for marketing and customer services for
Government and Industry
• Webinars for information distribution
What Business Can Learn from the Obama Campaign
Marshall Manson, Director of Digital Strategy, Edelman
• Don’t make a movement; capture one
• Scale, scale, scale. Plan for success.
• Make it easy for supporters to become advocates
Web 2.0: Are we missing the point?
Leon Benjamin, Digital Services Director, The Law Firm Group
• Customer engagement cannot be truly authentic until
organisations adopt Web 2.0 internally
• The case for widespread Web 2.0 adoption inside the
company
• The prize? Network centric, peer-to-peer models of
production out-perform command and control organisation
• What companies, governments and institutions can do to
evolve and adapt
Protecting British Airway’s Share of the Open Skies: The Story
of Metrotwin
Mel Exon, Managing Partner, BBH Labs
• Rapidly changing commercial & consumer environment in
travel
• Social media as a tool to cement brand leadership & build
loyalty on a vital route for BA
• The importance of establishing a unique social proposition
in a crowded market
• Working agile: the need for speed
• Post beta launch: Lessons in building a community of
contributors
• The future for Metrotwin: marketing as an asset, not a cost
The Psychology of a Successful Social Media Strategy
Richard Sedley, Course Director for Social Media at the
Chartered Institute of Marketing and Director of the cScape
Customer Engagement Unit (CEU)
• The power of storytelling in social media
• How to develop and use a simplicity framework
• The role of persuasion in online customer engagement
Interactive Panel and Clinic
All speakers take questions
Chairman’s closing remarks
David Gurteen, Gurteen Knowledge
Pre-Conference Workshop:
"The Effective Knowledge Worker”, 2 June 2009
For updates to the programme, please see
www.unicom.co.uk/socialtools
Sponsorship and Exhibition Opportunities: for fur-
ther information please contact Alec McCutcheon,
Tel: 01895 256 484, Email: alec@unicom.co.uk
Telephone: +44(0)1895 256 484
 Engaging the Customer:
getting it right with social media

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getting it right with social
media
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www.unicom.co.uk/socialtools Email: info@unicom.co.uk Telephone: +44(0)1895 256 484