Keynotes

The One Percenters: Twitterers, Bloggers and Facebookers Who Influence Opinions About You

When United Airlines broke Dave Carroll's guitar, the singer-songwriter didn’t take it silently. Instead, after months of frustrating calls and emails to the airline, he wrote "United Breaks Guitars," and posted his music video on YouTube. The video was viewed three million times in 10 days and was reported by mainstream media, becoming a nightmare PR issue for the United.

In another instance, two tech executives with no food experience or marketing budgets find a loud and supportive subculture for their product, Bacon Salt. After befriending 37,000 bacon fans on Facebook and MySpace, they generate enough online buzz in less than two years that it results newspaper articles, TV interviews and the holy grail of PR - an appearance on Oprah.

These are examples of social media in action, which has empowered the customer in ways never before possible. In this opening keynote presentation, best-selling author Jackie Huba will explain the cultural changes being driven by the fast-moving world of social media and how it's redefining business in many ways. You’ll learn about the “one-percenters:” small bands of people whose content creation is converted into word of mouth and influences purchase decisions about products, brands and companies. Get hands-on advice and tips on how to find and connect with the one-percenters in authentic, productive and non-embarrassing ways.

From Competition to Interdependence

The last ten years of the digital music industry have largely been characterized by a tug of war, or at best an uneasy truce between rights holders and new digital music services. As the rapid advance of technology has brought an unprecedented pace of change to this sector, every actor has struggled to figure out a way to navigate the future.

From newly empowered independent artists to major labels, to online radio, everyone has been groping around in search of the right digital strategy. Historical suspicions, and the sheer complexity of the ecosystem have often resulted in adversarial negotiations that leave neither side a winner. There has yet to be a solid resting place for a mutually beneficial solution.

The evolution of the music industry in recent years offers many lessons that can be applied to other industries and business sectors. For example, when you book a flight on Expedia you get a slew of other offers for hotels, cars, shows and even pedicures. Former fierce competitors now prefer to consider themselves "frienemies" or the "coopetition".

This move from competition to interdependence is hastened by the Internet, Web 2.0, social media and collaboration tools and technologies. In this new world of business, everyone has to give to make it work for everyone. Attend this keynote and hear from a pioneer in music industry -- one who can provide great insight and help us all to re-think success in the future of our own industries.

Creating a Global Social Media Strategy

Over the last year, Ford Motor Company has been a standout in an otherwise tumultuous automotive industry. Marketing and communications efforts have been consistent and have conveyed a simple yet strong message: Ford has a strong business plan backed by great new products and is sharing its story in unique, memorable and authentic ways. From the Fiesta Movement to Ford's decision with respect to government money, the company has improved its public reputation.

How does social media stand to change day-to-day business at Ford, and how will it work at a global level? When the function starts growing beyond communications and marketing areas, how can a global Fortune 10 company keep the momentum going yet ensure all parties are aligned? And as with any highly regulated industry, how does it sidestep a potential legal and HR morass and move ahead with business as usual?

Social Media, Web 2.0 and DoD; the Clash of the Titans

Join us for a discussion on taming the beast, defining a culture, enhancing communication and developing a learning organization.

New and emerging technologies are not just kid stuff anymore. Learn the real meaning of "social" media and what the United States Department of Defense has learned about social communication, security, and change. Gain insights and join the discussion on leadership, learning, and growing your organization.

Jack Holt is the senior strategist for emerging media for the US Department of Defense, Defense Media Activity. For the past three years, Jack has developed communication strategies and tactics to maximize the effect of DoD communication efforts by incorporating new media tools with traditional public affairs channels. Holt has briefed dozens of SES and flag officer senior leader forums on new and social media, and conducted strategy sessions to address corporate level strategic objectives.

A Glimpse of Proximate Reality

As we conclude NewComm Forum 2010, let's review the practicalities of the task before us that challenges each one of us to make a genuine difference in our organizations with what we do with social media, what compelling counsel we can offer to embrace this new world of communications, and how we can credibly demonstrate the business value.

Join Neville Hobson, one of the world’s leading early adopters and influencers in social media for business, and learn how to put social media developments into a context that makes sense for you and your organization. Bring your key conference takeaways and most pressing questions and challenges for one of the world’s top social media experts.