(Wednesday September 23, 2009 - 9:00 PM to 12:00 Noon)
Speaker: Christopher S. Rollyson, (Managing Director) CSRA Strategy
Location: Graves Room 1


(Wednesday September 23, 2009 - 2:00 PM to 5:00 PM)
Speaker: Clara Shih, (Author) The Facebook Era
Location: Graves Room 1

This special session (by Registration Only) is provided by Chris Rollyson (Managing Director of CSRA) and Clara Shih, (Author of The Facebook Era). It is designed as an intensive onramp to planning, launching and managing effective enterprise social network initiatives involving any combination of internal (private, white label) and external (Facebook, Twitter, LinkedIn, YouTube...) platforms. A detailed agenda:


Overview of enterprise social networking

  • The proposition: applying disruptive tech and behavior in the enterprise

    You’re part of the Web 2.0 ecosystem: some moving parts
  • Leveraging Twitter to drive intimacy
  • Using Facebook to build community
  • Using LinkedIn for B2B business development
  • Mobility: using the iPhone for one-click business
  • Multimedia, gaming and virtual worlds

  • Executive’s Guide to Twitter application templates
  • Executive’s Guide to Facebook application templates
  • Executive’s Guide to LinkedIn application templates
  • Application templates for mobile applications
  • Application templates for blogs and wikis


    Models for business cases so far
  • Driving the top line
  • Cost reductions

    Vendor types
  • Closed bolt-on solutions from enterprise software leaders
  • Closed “Enterprise” white label solutions
  • Open social networking websites

  • Business case examples: using social networks to grow revenue
  • Business case examples: using social networks to cut costs
  • Vendor selection framework


    A blueprint for adopting social networks (SNs)
  • Good practices and pitfalls
  • Using the Social Network Roadmap “lite”
  • How to mitigate risk during implementation of enterprise social network projects
  • Auditing your enterprise’s Web 2.0 ecosystem of SNs
  • Assessing your enterprise’s readiness for enterprise SNs
  • Planning, creating, launching and measuring SN initiatives

  • The Social Network Roadmap Pilot Application Template
  • Planning, strategy, program creation and launch
  • Measuring and managing programs with the Social Network Life Cycle Model and the Web 2.0 Adoption Curve
  • Schedule one phone consultation within one month of the workshop to discuss specific application to your firm

    2:00PM to 5:00 PM Afternoon Workshop - Facebook and Twitter Marketing Boot Camp


    Societal Impact and Business Opportunity of Facebook, Twitter, and Linkedin

    As a fundamentally new communications medium, social networking is changing all aspects of interactions, relationships, and how messages are disseminated:
  • The latest business and psychology research
  • Generation gap and youth usage patterns
  • Nuances of the social networking communication medium
  • What online identity means to advertising and ecommerce

  • Latest stats and findings regarding social networking adoption by consumers
  • Latest stats and findings regarding social networking usage by businesses
  • Projections and the future of social networking


    Campaigns and Community

    Learn all aspects of Facebook and Twitter Marketing
  • Facebook Ads, Messages, and Fan Pages
  • Assymmetric relationships on Twitter
  • Maximizing social capital through fringe networks
  • Event marketing
  • CRM

    Best Practices / Takeaways
  • Facebook and Twitter Hypertargeted Marketing Campaigns
  • Word of Mouth on Facebook and Twitter
  • New Method of Calculating ROI and Customer Lifetime Value
  • Persona Marketing on Facebook and Twitter
  • Application templates for blogs and wikis


    Personal and Corporate Branding
  • Community-driven branding and innovation
  • Brand segmentation
  • Personal versus professional identities/profiles
  • Integrating Facebook and Twitter with other marketing and PR channels
  • Addressing brand misrepresentation and negative community feedback

    Best Practices / Takeaways
  • Corporate Branding Exercise
  • Personal Branding Exercise

    Note: Attendance at this event requires a separate registration

    Registration: Full Conference with Session    Session Only

    About the speakers: Chris Rollyson

    Christopher S. Rollyson has been a pioneer in innovation and enterprise transformation for over twenty years. As a management consultant and marketing executive, he has had a leading role in launching such game-changing offerings as: Java with Sun, e-business transformation with PwC Consulting, and SOA, Web services and architecture solutions with nVISIA and IBM. Managing Director of CSRA Inc. since 2006, he advises global firms and government agencies on strategy and programs for social networks and Web 2.0. using CSRA's methodology, the Social Network Roadmap. CSRA also offers the Executive's Guide to Web 2.0, which applies Twitter, Facebook, LinkedIn and others to enterprise processes. Previously at PricewaterhouseCoopers, he advised clients in many industries on transforming themselves with e-business during Web 1.0. Before that a marketing executive at KPMG, he transformed marketing for a twelve-state area with a digital knowledge strategy. Mr. Rollyson has done graduate work in strategy and economics at the University of Chicago. He has lived and worked in France, Italy, Germany, the Czech Republic, the U.K., Spain and the U.S.

    Clara Shih

    Clara Shih joined (NYSE:CRM) in 2006 and is responsible for Social Networking Alliances & Product Strategy, including the company's formal partnership with Facebook. Previously, she was the product line director of AppExchange,'s online business applications marketplace, for which she led the development of the Checkout payment services for partner applications. Independently, Clara is the creator of Faceconnector, the first business application on Facebook. Faceconnector integrates Facebook profiles and friend data into Salesforce CRM. Clara is also the author of a new book, The Facebook Era (Prentice Hall), about how online social networks like Facebook and Twitter are changing people's behavior, expectations, and relationships - both with one another and with companies - and what that means for sales and marketing. The book has been featured in the New York Times, Industry Standard, CRM Magazine, and others. Clara is a frequently invited speaker on social media at global conferences including Web 2.0 Expo, Enterprise 2.0, Toronto TechWeek, and Social Ad Summit. Clara has held positions at Google and Microsoft, and has degrees in computer science, economics, and internet studies from Stanford and Oxford. She blogs at and Twitters as @clarashih.