TUESDAY, OCTOBER 6, 2009

Finding the Right Social Media Applications for Your Organization
Collin Douma
Vice President, Social Media, Proximity Canada
Joseph Thornley
Chairman and Chief Executive Officer, Thornley Fallis and 76design
Adina Zaiontz
National Trade Marketing Manager, Yahoo! Canada

As more and more organizations look to social media to enhance their business, many are still unsure what applications are most appropriate. How do you choose? Is the “next big thing” going to become a “flash-in the pan”? Are your resources being used in the best possible way? This session addresses practical considerations for assessing your needs and goals and finding the applications that will best achieve them.

• Setting your needs and goals:
  - Identifying the right relationship with your customers
  - Identifying the right fit for your business model
  - Assessing the resources available and required to launch a campaign
• Matching your needs and goals with the right social media application
  - Looking at the range of options available: Facebook, LinkedIn, MySpace, Twitter, blogs, websites
  - Looking at the dos, the don’ts and the pitfalls to avoid from those who have been there

Searching for the Holy Grail: Finding the Right Metrics and ROI Measurements for Your Organization
Jen Evans
Founder and Chief Strategist, Sequentia Environics
Patrick Thoburn
Co-Founder, Matchstick

There is no Holy Grail when it comes to measuring social media ROI. But there are tested methods for gauging the success of social media tools – whether it’s a blog, Facebook, Twitter, or a Wiki. This panel will help you tailor an ROI model that best fits your organization.

• Exploring the key metrics to measure social media to:
  - Manage products, brands and reputation
  - Identify and engage with key influencers
  - Participate in conversations about your product, company or brand
• Learning to measure success by: Understanding the differences between traditional marketing metrics and social media metrics
  - Audience, content performance, business metrics
  - The quality of relationships, experiences and transactions
  - Unique visitors, registered users and return visitor sign up
  - User-generated content and qualified content consumption
• Establishing benchmarks for your social media projects
• Building a model tailored to your organization: key tips

The FaceBook “Problem”: Developing Guidelines and Procedures For Dealing with Social Networking Sites in the Context of Employment Law
Tudor B. Carsten
Lawyer, Davis LLP

Many companies are struggling with “what to do about our employees on Facebook” and other social networking sites. Additionally, employees are using company-run blogs and other social media applications that potentially put them at risk. Social media presents many HR and employment law risks and challenges. This session addresses social media in the context of employment law and offers practical tips and strategies for dealing with “the Facebook problem.”

• Understanding employer rights, responsibilities and obligations
• Understanding employee rights, responsibilities and obligations
• Dealing with on-line defamation and derogatory or libelous remarks by employees:
  - What legal recourse do organizations have?
  - What are the risks and liabilities for employeers?
  - What are the risks and liabilities for employees?
• Exploring the critical issues in employee surveillance and monitoring:
  - What right do employers have to “spy” on employees?
  - What are the limits on steps an employer can take?
  - When must notice be given and do you need consent?
• Lessons learned and impact of recent cases where social media have conflicted with employment law and vice versa
• Developing guidelines and procedures for use of social networking sites by employees

Measuring Social Media ROI: War Child Canada
David Jones
Vice President, Digital Communications, Hill & Knowlton Canada Inc.
James Topham
Director of Communications, War Child Canada

In 2008, War Child Canada launched a provocative multi-media campaign to call attention to their cause. The “Help Child Soldiers” campaign used social media to spark discussion and generated significant attention. As with most organizations, War Child Canada needs to demonstrate the value of social media against the organization’s objectives. Attend this session and learn about the specific ways War Child Canada measures and quantifies their social media initiatives.

Creating an Open and Effective Social Media Content Strategy: Ford
Maggie Fox
Chief Executive Officer, Social Media Group

In 2007, Ford Motor Company recognized and accepted the changing media landscape and adopted an open approach to their content strategy. Working with Social Media Group, the strategy aims to “set content free.” This session addresses the many successes Ford has had in using social media to enhance their business as well as how they overcame some of the legal (especially in the areas of digital rights and licensing) risks and challenges to create an open and impactful content strategy.

• Understanding the processes and platforms: aggregating digital content to transform it into Creative-Commons licensed assets available for use by anyone interested – whether for good or bad
• Creating and strengthening a community of interest around social media/asset sharing/digital story telling within Ford
• Overcoming digital rights and licensing risks and challenges: getting legal on board and establishing a legal framework to “set content free”
• Demonstrating ROI: concrete metrics that measure success Lessons learned

Privacy and Disclosure Minefields in Social Media: Identifying and Overcoming the Key Issues and Challenges
Mark S. Hayes
Partner, Hayes eLaw LLP
Martin P.J. Kratz
Partner & Lead, Intellectual Property Practice, Bennett Jones LLP
Ariane Siegel
Partner, Gowling Lafleur Henderson LLP

Social media has increased the threat and risk landscape significantly. In many respects, social media conflicts with existing privacy and disclosure policies and the potential legal minefields are enormous. Organizations are now finding they must address this conflict in order to use social media in ways that enhance the business but also protect it. This panel will help you understand the emerging and evolving legal privacy and disclosure issues and what can be done to mitigate the risks.

• Overview of privacy law as it pertains to social media
• Addressing the privacy minefields social media create:
  - What can you collect, use and disclose?
  - Understanding your organization’s mandatory privacy obligations
• Understanding the impact of recent court cases requiring disclosure of pages from Facebook and other social networking sites: implications for privacy, disclosure and discovery
• Pragmatic steps and tools to mitigate your organization’s risks
• What are other organizations doing to deal with privacy and disclosure issues?

The Elephant in the Room? Copyright, Licensing and Other Intellectual Property Challenges in Social Media
Pina D’Agostino
Director, IP Osgoode Intellectual Property Law & Technology Program, Osgoode Hall Law School

Copyright and intellectual property law and policies in the social media space seem counter-intuitive or even “anti-social.” But the threats and challenges are real. Large scale projects have been brought to their knees for failing to address these issues and organizations are becoming more and more vigilant in terms of allowing content to be used or using content generated by others.

• Understanding the key legal issues and challenges for social media applications in the context of copyright, licensing and intellectual property law:
  - Who owns content and who is responsible for its use?
  - What are the liability issues for 3rd party posting of information/content?
  - When do you need permission to use content generated by a third party?
  - Where do you draw the line between appropriate and inappropriate use of your intellectual property?
  - How do you make content available without giving everything away freely?
• Exploring recent litigation cases with aggregating sites and impact on use of social media
• Developing guidelines and policies for use of intellectual property and copyrighted material

Identifying and Overcoming IT, Security and Control Challenges in Social Media
Kevin Lo, CISSP
Director, LECG Canada Limited
Stewart Wolfe, CISA
Senior Manager, Advisory Services – Information Security, Software Asset Management & Compliance, KPMG LLP

As the barriers between public and private break down, organizations need to understand how to move from blocking the use of social media to supporting their use in ways that are consistent with requirements for privacy compliance, security and data loss prevention. This session will address the new and unique security and privacy challenges social media applications present for organizations and what you can do about them.

• Understanding the key security issues:
  - Traditional issues such as confidentiality, integrity and authentication
  - New and unique concerns social media present, such as unauthorized and non-detected system access, data leakage, identity theft and privacy challenges
• Key questions you need to ask:
  - What is the business need you are trying to address through social media technology and are there alternatives?
  - What kind of security breaches does your organization face?
  - What level of security do you need?
  - What recourse does your organization have when there has been a breach?
• Understanding the relationship between data security and privacy
• Practical steps and tools to mitigate your organization’s risk and meet your security obligations and interests

Integrating Social Media with Traditional Media
Parker Mason
Product Support Manager, CNW Group

• Overcoming the challenges created by multiple audiences: combining social media (such as webcasts, podcasts, photos, broadcast services, video-on-demand) with traditional forms of information distribution to create a powerful overall communications strategy
• Addressing the hurdles to success: conducting research into client needs and working with on-line communications experts to plan the project
• Tips and traps when using social media tools to complement your outbound communications strategies

Social Media Best Practices for Non-Profit and Public Sector Organizations
Jay Moonah
Vice President, Marketing, Wild Apricot

• What are your goals?
  - Creating awareness for organizations/programs
  - Recruiting members/volunteers
  - Fundraising
• Identifying appropriate opportunities
  - Investigating and monitoring
  - Getting buy-in from senior management
  - Measuring the success of your efforts
• Building your presence
  - Creating connections and partnerships
  - Building a presence (Facebook, Twitter, LinkedIn, blogs, etc.)
  - Activating the community