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SOCIAL MEDIABEST PRACTICESfor Communicators

Ragan Communications presents: An event hosted by Cisco Systems

May 4-6, 2011 • San Jose, CA

Engage employees, build strong customer relationshipsand create brand buzz online

B2B social media training all day, all the time:• Create a vibrant internal social network—encourage

management to participate, and develop a governance model that balances accountability, flexibility and empowerment and supports employee collaboration

• Humanize your leadership through video blogging—create executive-sponsored blogs, use video and podcasts in a non-traditional manner to liven up your message and keep your budget low, low, low

• Use social feedback for innovation and product development—apply best practices in online listening, measure your success in actual cost savings and adapt your products to fit customer needs

• Create a masterpiece relationship with your client— encourage community contribution, increase online collaboration and create an environment of transparency

• Monitor and respond to customers and prospects—turn a negative interaction into a positive one, transform angry customers into advocates and master best practices in response and engagement

Let the industry elite teach you how to:• Establish social media governance balancing

accountability, flexibility and empowerment• Unleash ideas, share knowledge and gather feedback

through blogs, wikis and a social networking platform• Create an internal RSS newsstand that blends regular

updates from more than 60 different departments into one subscription app on the employee’s intranet home page

• Translate measurement into the language of senior management

• Mix video and other low-cost graphics to help achieve communication breakthrough

• Make the customer your partner so you can garner product criticism and comments

• Transform an angry customer into an advocate for your business

• Design an online newsroom that has all the most important elements including media contacts, a searchable archive of announcements, and press kits

Presented by: Hosted by: Sponsored by:

This conference will showcase sessions from the most prestigious B2B companies like Adobe, PayPal, SAP, Cisco, Yahoo!, SAS and a dynamic session from Facebook!

Twitter Hashtag: #ragancisco Event Facebook Page

Three days of B2B social media best practices that will help you increase sales, lead generation and customer engagement!

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Pre-Conference WorkshopsWednesday, May 4, 2011

How the hottest channel in employee communications is reshaping the way communicators deliver news, train employees and bring about change

Video is changing the way we communicate both at work and at home. Did you know that people watch 2 billion videos a day on YouTube and upload hundreds of thousands of videos daily? In fact, 24 hours of video is uploaded to YouTube every minute. Technology enables us to publish content faster, easier and more expansively than ever before. With the onset of new technology as well as social media, people are not only more attracted to multimedia content, they now expect it.

This pre-conference session will make you a video expert. The Cisco team will show you ways to create, edit and use video—from pre-production to post-editing and including technologies such as the Flip and TelePresence.

This session will teach you how to think differently about marketing your content and sharing information. You’ll learn:

• How video is transforming communications• How to reach a wider audience through the power of social media and video• Web cams are a low-cost medium to train remote employees• How the Flip camera encourages employee creativity and engagement• How to effectively share and promote your video online• How to gather necessary production equipment on both limited and large budgets

Deanna Govoni (@deanna24), is Social Media Marketing Manager at Cisco with a focus on external corporate blogging, video and social media marketing. Her responsi-bilities include managing the social media marketing strategy, technical execution and measurement of the external corporate blogging program. Deanna seeks to strengthen Cisco’s communications and nurture Cisco’s relations with customers. She also preaches social media governance, education and training throughout Cisco. Deanna is a member of the Social Media Business Council where she explores her interest in social media and its effects on people and business. She believes in education and in adopting new media tools to increase collaboration, knowledge-sharing and productiv-

ity at Cisco. Deanna holds a B.S. in Information Management and Technology from Syracuse University. Deanna will be joined by a team of Cisco employees for this session.

Alex Romano (@Arom1000) is a Social Media Business Analyst. He works for the Social Media Communications Team in Corporate Communications at Cisco. He primarily focuses on social media/social technology, specifically ways to identify, explore and test new communication tools and platforms for News@Cisco as well as to educate the broader Cisco community. Alex was born and raised in Syracuse, NY and graduated from SU (Let’s go Orange!) with a Bachelors of Science in Information Systems and Technology accompanied with a Management Studies minor. Alex has a strong desire to expand and develop new skill sets including, but not limited to, video creation and editing, user experience design, and application development.

9 a.m.–noon Video, video and more video: ($345)

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A practitioner’s guide to maximizing the return on your community

How many online communities really succeed at meeting their objectives? Does yours? Online communities expand the conversation with your customers, prospects and fans. Whether you want to reduce your support costs, generate leads, nurture customer relationships or build awareness for your products, online communities require a clear purpose and processes to deliver results. Managed properly, online communities can deliver a stunning ROI that will impress even the most jaded executive.

Drawing upon ten years of experience and examples from Cisco, NetApp, SAP, Ace Hardware, Intel and others, we’ll discuss many of the best practices and issues that impact online community success (including how to use social media with your community). A panel of top B2B community management executives will answer your questions for the last hour of the session. Attend this session to learn how to:

• Avoid common mistakes made in B2B communities• Better meet member needs• Use membership recognition programs to build your effectiveness• Determine when to add local language communities to your offering• Refine your reporting and measurement strategy to home in on what’s important• Use integrated social media tactics to improve your results

Mike Rowland (@ImpactInteract) is the president and founder of Impact Interactions, a leading provider of consulting, management and measurement services in the social media and online community industry. Since 2003, he has built a client roster that includes Cisco, AARP, NetApp, the American Chemical Society, SAP, NEA, NEFE, Intel and others. Mike is a thought leader in the online community and social media industry. A speaker at conferences on social media and online communities, Mike asks organizations to move beyond hype to realize business results. Before Impact Interac-tions, Mike helped Participate Systems become a pioneer in the online community world. Mike designed, launched and managed interactive communities, and developed

and measured ROI for Participate’s corporate clients. He helped Cisco and SAP launch their first online communities in 2000.

The Smartphone revolution: ($345)Mobile marketing for B2B communicators

B2B companies have been cautious in their adoption of mobile technology as a marketing and communications tool, yet evidence strongly suggests that you ignore this trend at your peril. Studies predict the mobile app market will grow from $6 billion this year to more than $17.5 billion by 2012; the number of apps downloaded will increase from 7 billion in 2009 to 50 billion by 2012. In B2B, mobile marketing spending will quadruple over the next five years, from $26 million in 2009 to $106 million in 2014, according to Forrester Research.

As people—and B2B customers—turn to apps as a primary means of obtaining news and information and engaging with organizations, it is more important to strategize how B2B companies will capitalize on the trend. Companies like Cisco Systems, DuPont and HP have already launched apps just for B2B purposes. In this session, you’ll learn:

• The depth and breadth of the shift away from computers to mobile devices• The challenges of building and deploying an effective app• The questions you should ask yourself before starting down the mobile path• What the B2B early adopters are already doing• The advantages of going mobile

9 a.m.–noon Ten years in the B2B trenches: ($345)

1:30–4:30 p.m.

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Shel Holtz (@shelholtz), ABC, is principal of Holtz Communication + Technology. He counsels organizations about online communication, including strategic social media. He has written or co-written six books on online communication and speaks regularly at conferences and other venues. Shel is co-host of the first communica-tions-focused podcast, “For Immediate Release,” and blogs.

17 social media tools for PR professionals ($345)There are many social media tools. This workshop will introduce you to some incredible social platforms that can boost your career and simplify your life. You’ll find out how to monitor what’s being said online and find better ways to manage your networking, publishing, commenting and sharing.

We’ll walk through at least 17 social media sites and show you the secrets for harnessing these tools: blogs, Facebook, YouTube, Twitter and more. In this session you’ll learn practical, hands-on ways to:

• Monitor what’s being said on Twitter using RSS and third-party applications• Automate Twitter status updates and the people you follow• Manage your agency, client or company’s online communication and marketing• Set-up an RSS reader to stay current on what’s being said about you, industry news and trends• Optimize your Facebook page for business• Know how your site’s traffic and search engine optimization compare to others• Generate and read a Google Analytics report• Search blogs for comments, then subscribe to the RSS for that search so you

only have to do it once• Grade your website and attend to doable items to boost traffic and sales• Set-up a Lifestream to aggregate your content from many platforms to just one site• Manage FriendFeed to aggregate content, engage online networks, join groups

and search for content• Update all your social media sites from one location• And more!

Pete Codella (@codella) is accredited in public relations. He operates Codella Marketing and NewsCactus, an online-newsroom software provider, and co-hosts the Online PR Podcast. Pete is the co-author of Integrated Marketing in the Digital World and creator of two social-media-focused online courses for the University of California, Irvine Extension. He’s also an instructor at the University of Utah Professional Development division. Pete is a 15-year veteran, award-winning, stra-tegic business communicator. Past chapter president of both PRSA and IABC in Las Vegas, Pete is the only person to serve in that capacity for both organizations. He served for two years on the PRSA Independent Practitioners Alliance national ex-ecutive committee. Pete leads workshops and webinars on social media and public relations as well as online newsrooms. He blogs at PeteCodella.com.

1:30–4:30 p.m.

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Welcome with Jeanette Gibson (@JeanetteG)

and Mark Ragan (@MarkRaganCEO)

OPEning KEYnOTE:How communications is social:Best practices from a leader in the B2B industry

Today, information gets consumed as fast as it is shared on social media—from Twitter and Facebook to social networks within a company’s firewall. Understanding what message pairs best with the best medium for your target audience is paramount.

Because social media and Web 2.0 are woven into the very fabric of Cisco—from communications and marketing to product development and IT—Cisco adopts One Voice to create consistent messaging throughout its departments to plan, operate and communicate with Cisco constituencies, internal and external, around the world. In her keynote, Terry Anderson, Vice President of Corporate Relations, will cover:

• Cisco’s use of social media and communication best practices• Impact of social media on product and technology innovations at Cisco• Impact of social media on external communication innovations• Trends impacting communications and social media• How Cisco developed strong relationships with influencers in the press and other

communities to communicate their initiatives

Terry Anderson (@ciscosystems), Vice President of Global Corporate Relations for Cisco, leads the company’s integrated employee communications, investor relations, public and media relations, industry analyst relations and community affairs efforts. As part of this role, Anderson oversees global messaging alignment and communications campaigns in support of Cisco’s business strategy, corporate reputation, community and employee engagement, market segment and technology initiatives. She also serves on the company’s Global Public Sector, Consumer Mar-keting and Media and Entertainment boards. Under Anderson’s leadership, Cisco’s Public Relations group was centralized for the first time in the company’s history in 2006. In 2007 Anderson spearheaded the creation of Cisco’s community relations

function, driving deep local engagement models across the company’s major global worksites while re-energizing its employee giving programs. As a result, Anderson’s team delivered the largest global hunger relief campaign results in the company’s history in 2008—raising over $4.6M for 100 food support agen-cies across 30 countries. Her team’s accomplishments have been recognized with multiple industry and community awards, including PR News naming Anderson ‘Corporate PR Professional of the Year’ and with her team receiving a Platinum award for ‘Best Places to Work in PR’.

Opening KeynotesThursday, May 5, 2011

9–10 a.m.

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SPECiAL KEYnOTESocial Media Customer Relationship Management (CRM):The art of delivering the right customer experience at the right time

Customers continue to adopt social technologies at a blinding speed—and organizations are unable to keep up. Why? Rapid adoption of social networking allows users to connect with individuals and communities who share mutual interests, leaving organizations out of the conversation. Simply hiring more people for social marketing will not be sufficient. Consumers and new channels will always outnumber employees.

As a result, companies need enterprise software that connects business units to the social web to respond in near-real time, allowing companies to quickly react to customers and predict their moves.

Social CRM programs may start in departments, but must gain corporate buy-in to transcend these strongholds in sales, marketing and service. Most organizations start by building out the “5 M’s” (monitoring, mapping, management, middleware and measurement) and deploying a customer insight program.

Organizations must now focus on the seven categories of Social CRM use cases. Jeremiah will show how the 18 use cases can be prioritized by both market demand and technology maturity, and give pragmatic examples of what to do next.

Jeremiah Owyang (@jowyang), an Altimeter Group Partner who deals with customer strategy, writes the popular blog “Web Strategy,” about how corporations connect with their customers using web technologies. 70,000 visitors per month read his Web Strategy blog, which is rated as the top industry analyst blog by Edelman. An enterprise web manager and a former industry analyst, Jeremiah consults and speaks on disruptive technologies for brand-related customer strategies. As an expert in disruptive technolo-gies, Jeremiah has appeared on Bloomberg TV and is quoted in the Wall

Street Journal, The New York Times, USA Today, Associated Press and other technology and business publications. He has keynoted the Internet Strategy Forum, Web 2.0 Expo, SXSW and dozens of other venues.

10:10–11:10 a.m.

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Internal Communications Track

11:20 a.m.–12:20 p.m.

Stop in the name of ‘strategy’:How to increase employee engagement, foster innovation, establish ‘guardrails’ and determine your social impact

Most companies realize that social media is here to stay and that businesses must get on board or risk getting left behind. The question for many organizations is “What should we do?” To do well in social media, companies should get organized before they launch their social media strategies. Jeremiah Owyang asserts in his 80/20 rule that 80% of the success of a social media program is determined by how well it is organized. You will learn how Adobe Systems got organized and the benefits its planning provided. You’ll learn:

• How to get started• What’s involved in organizing• The importance of educating employees and providing

“guardrails” to encourage constructive behavior• How to mitigate crises through planning and preparation• Approaches to measurement—and what metrics matter

most

Maria Poveromo (@mariapoveromo), Director, Social Media for Adobe Systems, Inc., manages social media strategy at Adobe. Her team set the organization and strategic direction for social media activi-ties across Adobe. Maria’s responsibilities include corporate strategy, governance, measurement, customer engagement and best social media practices. Her team directs a

social media council to foster knowledge-sharing across groups and manages Adobe’s customer-facing properties, including the Adobe blog, Adobe Twitter account and Adobe Facebook page. Maria led the Global Public Relations team at Adobe for nine years. Before joining Adobe, Maria held numerous marketing and communications positions at technology companies in Silicon Valley and Europe.

12:20–1:20 p.m.

Networking lunch

1:30–2:30 p.m.

Writing and editing still matter!How to create riveting, engaging content that will generate many new leads and more sales

Some say that social media is all about relationships. It’s hard to argue that relationships are important, even more so in the B2B world than in the business-to-consumer market. However, what drives engagement is compelling content. It’s equally important to remember that social media does not mean the end of traditional media. In fact, much in the social space has its origins in traditional media.

Solid content isn’t limited to information-heavy, fact-laden text. Writing and editing skills are necessary for everything from webinars to videos. And text content covers blogs, white papers and other channels that generate leads and close deals. This session will cover how to:

• Align your content with the needs of your marketplace• Write copy that is fun and entertaining—and why it’s

so important to do this• Solve problems most B2B communicators face • Master best practices in the B2B content space

Shel Holtz (@shelholtz), ABC, is principal of Holtz Communication + Technology. He counsels organizations about online communication, including strategic social media. He has written or co-written six books on online communication and speaks regularly at conferences and other venues. Shel is co-host of the first communications-focused podcast, “For Immediate Release,” and blogs at http://blog.holtz.com.

Thursday, May 5, 2011

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2:40 p.m.–3:40 p.m.

How to use internal social networks to engage, motivate and inspire employees while cutting costs and boosting productivityEmployees are having conversations outside the firewall—it’s time to bring the conversations inside. Cisco, a leader in social media, began this task with the goal of bringing colleagues together to collaborate, innovate and motivate, all while maintaining a consistent brand.

Learn from the unexpected successes and pitfalls of Cisco’s journey how to build a globally integrated social networking and collaboration platform.You’ll learn how to:• Develop a change management system and adoption

strategies to ensure a seamless transition• Establish a governance model that balances

accountability, flexibility and empowerment• Apply lessons learned during the journey• Encourage participation by management• Enable speed and agility while still allowing

for continuous innovationHarbrinder Kang (@ciscosystems), Sr. Director, Collaboration Technologies, Cisco Systems, has 20 years of experience in all aspects of networking, telecommunications and security at large companies as well as start-ups. He is responsible for the Collabo-ration Business Technologies team in Cor-porate Communications. The team directs

vision and strategy for the Cisco Intranet and Communications & Collaboration platform for the Integrated Workforce Experience (IWE). His skills are in business development, technical market-ing and management. He’s been responsible for strategic alli-ances as well as investments and acquisitions, worked on routing protocols and switching and built and managed several highly effective teams.

3:50–4:50 p.m.

How do you connect more than 11,000 employees, in 400 offices, spread across more than 50 countries…who speak many different languages?Your employees may be working in a Web 2.0 world, but that doesn’t change the fact that they still need the tools, resources and environment which remove obstacles and allow them to do their best work every day. Discover how SAS blends the rapid pace of new technology integrations with helping worldwide employees stay productive, knowledgeable and connected.

Becky Graebe of SAS will show you how they engage the internal audience with the creative use of new technologies, including:• Offering more user-customized intranet home-page features• Creating an internal RSS newsstand that blends regular

updates from more than 60 different departments into one subscription application living on the employee’s intranet home page

• Taking executive webcasts to the talk show level, complete with unscripted interviews, on-air questions from employees and interactive polling

• Customizing mirror intranet home pages to create country-specific space for local news and events around the globe

• Unleashing ideas, sharing knowledge and gathering genuine feedback through blogs, wikis and a social networking platform

• Offering daily and breaking news about company happenings, but providing ample views at less frequent intervals and via search

• Capturing behind-the-scenes actions and employee input with informal video

Becky Graebe (@BeckyGraebe), Internal Communications Manager at SAS, oversees traditional employee communication efforts, the intranet and internal Web 2.0 channels to ensure the company’s 11,000 employees and 400 offices around the world are well-informed and connected. With more than 20 years of corporate communications

experience, nine years at SAS, she specializes in removing the clutter from employee communications and processes to clear the way for a successful work day.

5:00–5:30 p.m.

SPECiAL ADDRESS

The Case for Collaboration: We’ve all seen the power of social media in the hands of consumers. Now we’re seeing mass adoption in corpo-rations. Companies are using it not only with their own employees but also to interact with customers, to market to them, and to listen to them. Carlos will talk about how to leverage the power of social media not just externally – but internally -- to solve problems better, create better ideas -- and do it with each other, our customers and suppliers.

Carlos Dominguez (@carlosdominquez), Senior Vice President, Office of the Chair-man of the Board and CEO at Cisco. Carlos Dominguez is a Senior Vice President in Cisco’s Office of the Chairman of the Board and CEO and a technology evangelist, speaking to and motivating audiences world-wide about how technology is changing how

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we communicate, collaborate, and especially how we work.Carlos gives humorous, highly-animated presentations full of

deep insight into how technology, and the right culture, can trans-form a company and help create a very loyal and engaged cus-tomer base. Drawing from his 18 years at Cisco, he talks about how technology is impacting business--and the wider world--then is very prescriptive in describing where to start and how to use technology to be successful in the new Internet economy.

5:30–7 p.m.

networking Cocktail Party

Friday, May 6, 2011

9–10 a.m.

Measurement is everything!Tie your communication to business results with these tools, techniques and resourcesAll too often communicators whose bosses don’t require measurement find themselves in a very bad spot: They suddenly get a new boss whose first question is, “What have you contributed to this organization lately?” If no regular measurement program is in place, it’s hard to prove you’re making a difference. In this session, you will learn:• A sure-fire way to plan communication campaigns

that will contribute to business results• Which measurements will prove the connection

between your work and the business results• Two ways to isolate the exact amount of impact your

communication has had vs. the impact of other factors• How to integrate social media measurement with

traditional techniques• How to translate measurement into the language

of senior managementAngela Sinickas (@sinickasa), ABC, IABC Fellow, is president of Sinickas Communica-tions, an international consulting firm that helps organizations plan and measure successful communication, including 23% of Forbes’ Global 100 largest corporations. She is the author of the manual How to Measure Your Communication Programs and has earned

17 IABC Gold Quills. She also teaches an online graduate class on communication measurement for Northeastern University.

10:10–11:10 a.m.

Block me from Facebook?! You cannot be serious...

Social media is no isolated workplace phenomenon—it’s taken over our personal lives, our children’s lives and for many of us, our business lives. Where is it reasonable to draw the line? What tools should employees have access to on the job? What impact does social media have on productivity? When does the role of corporate governance supersede that of managers? And realistically, how much difference does it make?

Join Terry McKenzie for a lively discussion and different perspectives on:• Corporate IT taboos—silly and serious• Freedom of speech versus corporate rights• Social media governance policy creation• Productivity booster or killer?• Intellectual property rights• You’re speaking for whom?

Note: Terry is NOT an attorney, does not play one on TV and is incapable of giving legal advice that won’t land you in jail. However, she can share practical ideas that you can relate to your business and provoke a great conversation.

Terry McKenzie is a graduate of the University of Minnesota and has 30 years of communi-cation, business and management experience. She has spent time on both sides of the consulting desk, having hired and worked with consultants and done consulting herself. From 2003 through 2009, Terry led the global employee communication and communities

organization at Sun Microsystems, a 38,000- employee high tech firm. During her years with Sun, Terry forged a new organization structure that reinvented employee communication at this Fortune 500 company.

11:20–12:20 p.m.

CLOSing KEYnOTE(see page 13)

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11:20 a.m.–12:20 p.m.

Social Media Best Practices on Facebook

Business Communication is conducted every day. Social Media is widely used in Business Marketing, just as it is in Consumer marketing. Businesses engage thousands of ‘likes’ each day. And they all believe that Facebook is one of the most powerful communications tools. More than 600 million active Facebook users proves that your customers and prospects meet and talk on this platform every day. Peter Yewell, Director, Media Sales at Facebook will discuss Social Media for a B2B and B2C.

Peter Yewell is a Sales Director at Facebook, where he works closely with brands and agencies in the San Francisco Bay Area and the Pacific Northwest. Prior to Facebook, Peter was West Region Sales Manager for Yahoo Hotjobs national sales team. While at Yahoo, Peter served as a national sales executive for Yahoo and Yahoo Broadcast

(formerly Broadcast.com). He holds bachelor’s degrees in both electrical and computer engineering from the University of Missouri.

12:20–1:20 p.m.

networking lunch

1:30–2:30 p.m.

How to maintain a consistent corporate voice when your brand is in the limelight

Many communicators look to social media for increased measurement and statistics. But the same challenge applies to social media as to the rest of marketing: how to talk ROI to sales, marketing management and other executives. The challenge gets more complicated on a global scale.

Lucas Mast and his team at Yahoo! have applied “move the business” thinking to social media and gone beyond awareness-only to measure monetization and create real community engagement. All of this work is measured and

compared to corporate goals showing what social media means to marketing. During this session, you will learn how to:

• Go beyond social media awareness to tackle strategic social media

• Quantify goals and measure social media deliverables• Communicate social media milestones to senior

executives• Take social media beyond “followers” and “likes” into

concrete business goals and customer engagement

Lucas Mast (@Yahoo), manages all corpo-rate social media and views at Yahoo! His team is responsible for finding and publish-ing the best content and news across Yahoo’s industry-leading properties and products through official corporate channels including Yodel (Yahoo’s corporate blog), Facebook, Twitter, Yahoo! Video and You-

Tube. Before taking on his social media role, Lucas was a mem-ber of Yahoo’s Mobile and Connected TV communications teams.

2:40–3:40 p.m.

Let your customers lead you:How social feedback can result in product innovation and HUgE cost savings

Piglet says: Pooh is it you?Pooh says: Why do you ask?Piglet says: I am just checking if you are there?

Social media is all about customers and listening. When companies listen for engagement, do they truly listen or just hear? In order to listen, you have to cut through the noise and get to the meat. Only then will you discover that your customers are giving you invaluable product feedback.

Social media has often been used for thought leadership and customer service, but PayPal has discovered that the power is in real-time feedback. Don’t spend thousands of dollars on time-consuming focus groups and surveys. Let your customers lead you to adapt your product using their feedback.

Come learn the best practices for using social feedback to adapt your products to fit customer needs. You’ll learn how to:

External Communications Track

Thursday, May 5, 2011

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• Derive ROI from listening to customers• Filter the noise from real customer feedback• Make the customer your partner so you can garner

product criticism and comments• Apply best practices in online listening• Measure the success in actual cost savings

Sudha Jamthe (@sujamthe), Social Media Strategist for PayPalX platform, has a conta-gious passion for grassroots communities. She believes in the power of social media to both disrupt and build all facets of one’s business. Sudha brings 15 years of experience in Internet marketing and is passionate about social technologies, platform play and mobile

space. She is a marketer who believes sincerely in the power of innovative teams and thrives in developer ecosystems, and leads the Bay Area Facebook and Twitter Meetups, Weekendapps, Barcamps and Community leadership summit. Earlier she was Director of Business Solutions at Harcourt, where she led strategic planning for 27 business units. She makes forays into the start-up world with side projects—a mobile-middleware start-up Coola, ecom-merce start-up Moomli, Facebook-Micropayments start-up Socialmints and tmeet, a Twitter location application on the iPhone.

3:50 p.m.–4:50 p.m.

How to build a vibrant online customer forum, network or community that establishes a complete masterpiece relationship with your client

Social media and social networking have radically transformed corporate culture and how we conduct business. Imagine a company that operates its “ecosystem” (a worldwide collection of virtual communities) where developers, customers, partners and colleagues engage constantly with peers from a diverse global audience. SAP Community Network (SCN), SAP’s professional social network, provides connections and creates an openness and transparency through active, virtual engagements. Social networking and online collaboration are changing the way professionals engage, share and work with each other.

Chip will show how SAP has built a successful network of virtual communities connecting more than 2 million individuals around the world. He will discuss the components of such communities, trends in community engagement and how each community supports business objectives. In this presentation, you will learn how to:

• Increase collaboration with an online ecosystem• Use social media and social networking tools

and platforms to boost productivity• Encourage community members to contribute

to the ecosystem

• Create and increase business value via an ecosystem using social media or social networking

Chip Rodgers (@chiprodgers), is Vice President and COO for SAP’s network of professional social communities built around the company’s platform, products and technologies. These include the SAP Developer Network (SDN), the Business Process Expert (BPX) and the Business Objects Communities (BOC), totalling

more than 2,200,000 individuals interacting around the clock and around the world in 200+ countries and territories at http://scn.sap.com. SAP TechEd events attract more than 30,000 attendees from all over the world annually. Chip joined SAP in 2001 and held positions in marketing, business development and large-event management. Before SAP, Chip worked in consulting and business development with Deloitte, IBM, Comdisco and IT Factory. Chip has an MBA degree from the University of Chicago and a degree in Engineering from Northwestern University. Chip lives near Philadelphia and works with SAP Community Network members and colleagues around the world.

5:00–5:30 p.m.

SPECiAL ADDRESS

The Case for Collaboration: We’ve all seen the power of social media in the hands of consumers. Now we’re seeing mass adoption in corpo-rations. Companies are using it not only with their own employees but also to interact with customers, to market to them, and to listen to them. Carlos will talk about how to leverage the power of social media not just externally – but internally -- to solve problems better, create better ideas— and do it with each other, our customers and suppliers.

Carlos Dominguez (@carlosdominquez), Senior Vice President, Office of the Chair-man of the Board and CEO at Cisco. Carlos Dominguez is a Senior Vice President in Cisco’s Office of the Chairman of the Board and CEO and a technology evangelist, speaking to and motivating audiences world-wide about how technology is changing how

we communicate, collaborate, and especially how we work.Carlos gives humorous, highly-animated presentations full of

deep insight into how technology, and the right culture, can trans-form a company and help create a very loyal and engaged cus-tomer base. Drawing from his 18 years at Cisco, he talks about how technology is impacting business--and the wider world--then is very prescriptive in describing where to start and how to use technology to be successful in the new Internet economy.

5:30–7 p.m.

networking Cocktail Party

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9–10 a.m.

Monitoring social media and responding to your customers and prospects

We all know there is a conversation taking place some-where in social media about your company, product or service. Your customers and prospects don’t care what department you’re in, they expect a response when they mention your brand. How do you move from merely listening to responding and engaging them?

Stephanie Marx and Jeanne Quinn will share how the Cisco Small Business team has progressed through the phases of monitoring, measuring and engaging. Learn how listening and responding have formed a key part of their strategy and contributed to a 200% increase in community growth in Cisco’s Small Business external social channels. Attend this session to learn:

• What steps you can take to connect with your audience• Best practices for the social media response and engagement• The importance of teamwork• How to involve other groups companywide• How to turn a negative interaction into a positive—

or neutral one• How to transform an angry customer into an advocate

for your business

Stephanie Marx (@steffymarx),is a Social Media Marketing Manager at Cisco Systems and has more than 14 years of experience in high-tech and B2B market-ing. As part of Cisco’s Global Social Media Marketing team, Stephanie leads the social media listening program and measure-ment strategies. She has provided strategic

consulting to some of the largest and most successful launches at Cisco including the Collaboration launch and the Borderless Net-works launch, that has the most effective viral video campaign at Cisco to date with more than 2 million views.

Jeanne Quinn (@JeanneQuinn) is a Social Media/Web Marketing Manager in Cisco’s Small Business Solutions team. She has nearly 15 years experience in high-tech and B2B marketing, and spends her days championing the small business customer experience— both on the web and using social media. She has led Cisco Small Business efforts in

listening, blogging, sharing content, and engaging with custom-ers and resellers. The Small Business team was recently awarded the Excellence Award in Demand Generation from AMI-Partners’ Social Media Marketing Awards.

10:10–11:10 a.m.

Building an online newsroom:Boost press coverage, business and your bottom line

A social media-equipped newsroom is ground zero for publishing news and information about your organization on the Web. Your own press room should lead the way in delivering timely, factual updates with supporting resources to those looking online for information about you. This session will focus on newsroom features most requested by journalists. We’ll also review online newsroom best prac-tices and case studies. You’ll learn how to:

• Publish press releases online using Really Simple Syndication (RSS) to deliver content in multiple ways

• Design an online newsroom that has all the most important elements including media contacts, a searchable archive of announcements, and press kits

• Find out what works best for your organization: Should you build a newsroom yourself or use a hosted service?

• Produce content that supports the search optimization strategy of your organization

• Use multimedia—documents, images, logos, video and audio files—to tell more of your story

• Optimize your press releases for social media sharing• Establish a newsroom and following that serves as a

benchmark for your industry

Pete Codella (@codella) is accredited in public relations. He operates Codella Marketing, created the NewsCactus online newsroom software and co-hosts the Online PR Podcast. Pete is co-author of Integrated Marketing in the Digital World. He teaches social media at the University of California, Irvine Extension and at the University of

Utah. He is a 15-year veteran and an award-winning strategic business communicator. A former singing gondolier at The Ve-netian in Las Vegas, Pete’s song, Crazy Little Thing The Web, is the top social media song search result on YouTube. Pete holds a B.A. from Brigham Young University, blogs at PeteCodella.com and can be found on Twitter @codella.

11:20–12:20 p.m.

CLOSing KEYnOTE(see page 13)

Friday, May 6, 2011

- 13 -

11:20–12:20 p.m.

CLOSing KEYnOTEBefore we can engage, we must engage within:Empowering our intrapraneurs

Social Media is not owned by any one department, but Public Relations plays a pivotal role in the socialization of business. It shapes all outbound messages and communications strategies. As each business unit embraces social media, PR must shape the brand and ensure that representa-tives bring it to life in new media. But that’s not all. Public Relations must also rally support and understanding among individuals and the teams they represent. Before we collaborate externally, we must collaborate within.

In addition to the new role of PR within the organization, Brian Solis will discuss how social media must focus on internal initiatives as well as on external campaigns. It is through employee education and engagement that outbound campaigns become truly genuine.

You will learn how to:

• Direct Public Relations to empower internal teams• Create a new media style guide to formalize the voice and persona of the brand• Train teams to enliven a more human brand• Match the personality of the representative to the personality of the brand• See how other companies design social strategies to turn employees into champions

Brian Solis (@BrianSolis), is the author of Engage! The complete guide for businesses to build and measure success in the social web. Brian is one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the way emerging media treat the convergence of marketing, communications, and publishing. He is principal of FutureWorks, an award-winning New Media agency in Silicon Valley, and has led interactive and social programs for Fortune 500 companies, notable celebrities, and Web 2.0 startups. BrianSolis.com is one of the world’s leading business and marketingonline resources.

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SOCIAL MEDIABEST PRACTICES

for B2B Communicators

Ragan Communications presents: An event hosted by Cisco Systems

May 4-6, 2011 • San Jose, CA

Engage employees, build strong customer relationshipsand create brand buzz online

RegisteR

Call 800.878.5331

Fax the registration form to 312.861.3592

Browse www.ragan.com/rd/Y1J0SJ-NSL

Mail the registration form to: Ragan Communications 111 E. Wacker Dr., Suite 500 Chicago, IL 60601

Registration fees Standard Conference Price

Ragan Select member $945

Non-member $1,195

Attendee’s name Title

Organization’s name

Address

City State ZIP/Postal code

Telephone Fax E-mail

Name on credit card

Credit card number Expiration

Lawrence Ragan

Communications, Inc.

111 E. Wacker Drive, Suite 500

Chicago, IL 60601

Ragan Select members:Log in to secure your select member discount now.

Yes! I wIll attend.

o My check for $_______________is enclosed.

o Charge my credit card:

o MasterCard o Visa o American Express o Discover

o Please send me an invoice. (Make checks payable in U.S. dollars to Lawrence Ragan Communications)

CanCellatIonsAll cancellations are subject to a $150 service fee (per attendee). Before March 18, 2011, you will receive a refund of your payment minus the service fee. After March 18, 2011 your payment will be credited toward a future Ragan event, minus the service fee. Registrants who fail to attend and do not cancel prior to the event are not entitled to a credit or refund of any kind. No exceptions.

Pre-ConferenCe workshoPs • wed., May 4, 2011 • $345

9 a.m.–noon

o Video, video and more video with Deanna Govoni & Alex Romano

o Ten years in the B2B trenches with Mike Rowland

1:30 p.m.–4:30 p.m.

o The smartphone revolution with Shel Holtz

o 17 social media tools for Pr professionals with Pete Codella

lIve webCastCan’t attend this conference in person? Register for a live webcast of the event. Details at: www.ragan.com/rd/Y1J0SJWC-NSL

ConferenCe InforMatIonCisco systems’ HeadquartersBuilding 9 • 260 East Tasman Drive • San Jose, CA 95134

regisTraTion

www.ragan.com/rd/Y1J0SJ-NSL