Rethinking Business in the age of the Social Consumer

Kansas City  (Crowne Plaza Hotel Lenexa – Exit 224 off I-35)

February 9, 2012

Full day workshop – 9:00am to 5:00pm


Is your agency or team leaving money on the table? How do you compete in the age of the social customer?

“Your chance to get beyond the 101 material and think together about business growth with social media”

Join Social: IRL and a diverse group of local, regional and national businesses and organizations, and marketing and public relations professionals, for “Rethinking Business in the Age of the Social Consumer.”

This in-depth full day workshop is designed for those serious about using the social web to create meaningful relationships with customers, build brands, and drive business growth. We’ll go well beyond the typical social marketing discussion to what our keynote presenter describes as “the conversation we never had about social media and desperately need to have to make sense of what works and what doesn’t. The prequel to the tactical implementations that have followed in the last couple of years.”  We’ll also discuss important practical issues such as legal issues surrounding ownership of online content and community, the intersection of social strategy and social technology, and innovations in Social CRM and influencer marketing. The day will be interactive and engaging with an emphasis on connecting and networking between both speakers and attendees.

Valeria Maltoni

The foundation of the day’s learning will be provided through an interactive workshop session lead by business strategist and author Valeria Maltoni, Principal of Conversation Agent, LLC.

Valeria brings more than 20 years of real-world business experience, specializing in taking companies to “what’s next” in their business cycle by planning and building value creating systems that add momentum and performance to deliver strength, resilience, and endurance to the business. She has been responsible for overseeing engagements for companies including Anheuser-Busch, InBev, Allstate, and GE Appliances. During her career, she’s held senior business roles executing growth strategies at global Fortune 500, mid-sized businesses, and small start up companies in 5 industries. Her Conversation Agent blog is consistently ranked among the top 30 marketing blogs in the world on the AdAge Power150. You can connect with Valeria on Twitter @ConversationAge.

A few of the points Valeria will cover under the premise that why is more important than how will include:

  • How to use social media to build a better brand vision that creates mutually beneficial relationships and trust with customers.
  • Why strong, resilient, and enduring brands have and will always be the goal.
  • Why creating motivated, “well armed” brand advocates via social media is infinitely better than trying to recreate mass media through a new venue.
  • Examples of business that have succeeded at keeping their brand promise focused.
  • How to increase value by embedding products and services with meaning.
  • Thinking beyond tactics to creating an authentic and sustainable “voice of the business.”
You can also read this recent post by Valeria, “Rethinking Business in the Age of the Social Consumer” which highlights more of what you can expect to learn from her in Kansas City.
Valeria’s session will take us right through the morning and is designed to be highly engaging and with plenty of case studies, tangible examples, and Q&A. You wont just listen, you’ll participate and learn.

In the afternoon sessions we’ll look at the intersection of social technology and social strategy, including some of the latest developments in social CRM, monitoring, and influencer marketing. We’ll also take a pro-active look at how to protect your online content and community, with leading social media lawyers from Armstrong Teasdale joining us to discuss potential legal problems both brands and agencies are facing on an increasing basis (more about the session on legal issues here).

You’ll get a total of six hours of actual session time. Expect a day of engaged learning, group exercises and discussion,  plenty of opportunity for Q&A, and a focus on providing practical takeaways.

Your event registration includes a day long beverage station with coffee, soda and water. You are on your own for lunch.

Attendees are encouraged to stay for post event networking, taking place immediately after the workshop has concluded.

Limited registrations at just $145 per attendee.


No refunds for cancellations within 14 days of event date.

If tweeting about the event, use hashtag #socialirl. It’s a great way to connect with other attendees. For another great opportunity to connect and network, RSVP to the event we’ve set up on Facebook.


Latest Event Updates:

Attendees have an opportunity to win giveaways from Garmin and ManageFlitter.

Who owns you? Content in an interactive world – Spotlight on the session to be lead by Jeff Schultz of Armstrong Teasdale attorneys.

From the Conversation Agent blog – Rethinking Business in the Age of the Social Consumer.


Who’s Attending:

Businesses, agencies and organizations participating in the event include:  AMC Theatres, Garmin International, Sprint, UMB Financial, H&R Block, Edelman Digital, MMGY Global, Bass Pro, Triple-I Corporation, Ameristar Casinos, Nebraska Furniture Mart, Kantar Health, Boulevard Brewing Company, Intouch Solutions, Expion, Howerton White, National MS Society, Kansas City Aviation Department, emfluence, Appinions, K-State Athletics, Salva O’Renick, Penton Media, Federal Reserve Bank of Kansas City, Spredfast, Armstrong Teasdale, Sharp Connections, Kansas City Area Development Council, SocialVolt, Buzz New Media LLC, Social Media Club of Kansas City, V3 Integrated Marketing, Better Choices Consulting, Spiral16, Kansas City Public Library, O’Hara Marketing, Kuhn & Wittenborn, Ascend Learning, Go Local, Best Service Stores, Clayton CRM, Sound Products, HTK Architects, Spencer Fane Britt & Browne.

You can view a complete attendee list on the Eventbrite registration page.


The Venue:

Crowne Plaza Kansas City, 12601 West 95th Street, Lenexa KS 66215.

The hotel is at exit 224 off I-35, minutes from Downtown Kansas City and easily accessible from across Johnson County and Lawrence.

For those needing overnight accommodation, a special room rate of $79 will be available.  Simply call the hotel at (913) 217-1000 and ask for the Social IRL room rate.



Registration will take place from 8:00am to 8:45am

Sessions will run from 9:00am to 5:00pm.

We will have a one hour break for lunch.

Morning and afternoon beverage stations will be provided with coffee, tea, water and soda.

You are on your own for lunch. We encourage attendees to use the lunch time to connect with other attendees and enjoy lunch together in one of the nearby restaurants.


Sponsorship Opportunities

Affordable sponsorship opportunities are available which offer both valuable online and on-site branding as well as direct engagement with both speakers and attendees.

Contact us for details.




Spredfast Logo

Spredfast was created to help companies be great at social media management. When the company was started in 2008, it was already clear how chaotic social media management could be. Since then, social has only gotten more important. It is now a primary channel for customer and market communications.  Spredfast SCRM, a software as a service (SaaS) solution, was first introduced in 2010 – combining listening, publishing, managing and measuring social activity all from one system for the first time. The idea of Social CRM became a reality for marketers.  Today, Spredfast works with companies and agencies of all shapes and sizes from around the world. The Spredfast Social CRM platform helps social media practitioners gain Social Advantage by monitoring, engaging, coordinating and integrating social media with one, robust application.


SocialVolt delivers enterprise social media management solutions for businesses and agencies. Their unified platform supports engagement  across brands while delivering accurate reporting from multiple channels.   With SocialVolt, companies maintain control, minimize risk and  empower staff at all levels to build profitable customer relationships in real time.


Expion provides Enterprise Social Media Management Software that manages multiple social profiles to monitor, communicate, and engage customers. Expion manages your online communities to present consistent messaging while fostering local relationships to attract and retain customers. Headquartered in Raleigh, North Carolina, Expion, Inc. is a privately-held technology company specializing in developing tools and services that enable organizations to engage with the hundreds of millions of users of online communities. Their solutions combine their Social Media Management software with deep customer relationship management knowledge and expert coaching services to help enterprises manage their online communities more effectively. Expion’s easy-to-use software is designed for all levels of an organization. It allows the enterprise a structured yet simple way to manage multiple social profiles with sophisticated multi-phase communication plans. Through their industry expertise, technology platform and integrated approach, Expion provides comprehensive social media management solutions.


Spiral16 is a powerful web monitoring tool that helps you turn online data into real business intelligence. A well-rounded view of the web is necessary in order to build any digital strategy. Spiral16 searches the publicly-available web, not just social media. Build searches yourself or get help from their analytics team. Their unique correlation score system allows you to control the relevancy of your data and avoid spam. Assistance with setup and interpreting results is part of their core offering, and a full line of reporting services are also available. Better data means better decisions.


Appinions is an opinions-powered platform that makes it easy to identify, analyze, monitor and engage with influencers. Based on a decade of research at Cornell University, the platform features an extensive database that includes millions of opinions extracted from blogs, Twitter, Facebook, forums, newspaper and magazine articles, and radio and television transcripts. Appinions not only focus on the influencers creating content but the influencers attracting the most attention. This lets Appinions provide a unique and unmatched view of the influencer landscape. Services include the Appinions Influencer Exchange that lets public relations agencies and brands quickly and effectively discover influencers based on any topic, brand, issue or person. They also meet the needs of online publishers by leveraging the power of opinions and influencers so they can provide readers with more relevant and interesting content that can be sourced from across the Web or specific sources. Services are easily configurable, letting PR agencies, brands and publishers create applications to meet their specific needs. Sign up now so you can experience first-hand the powerful combination of influencer and opinion based analysis.


emfluence is a full-service digital marketing agency and email service provider based in Kansas City. They specialize in designing and developing websites and helping drive traffic to them. From search engine marketing to email marketing to social media, emfluence uses the power of one-to-one digital marketing to drive results and return on investment online. emfluence powers Social: IRL email marketing through the emfluence Marketing Platform, a platform that allows clients to create, deploy and track emails, social media messages and landing pages.


ManageFlitter is an easy to use web application that provides a set of tools for the Twitter user to assist them in optimising their Twitter experience.  With ManageFlitter you can easily bulk unfollow ”no follow backs”, see who has unfollowed you, search through the bios of the people you are following, remove spam and inactive accounts, and a lot more.  You can use the full featured free version of ManageFlitter or you can sign-up to the Pro+ version which provides you with a set of great extra features and even allows you to manage multiple Twitter accounts.  ManageFlitter is used by tens of thousands of people and organisations a day including Fortune 500 brands, social media agencies and Government social media teams.





Since 1989, Garmin’s goal has remained simple: To create navigation and communication devices that can enrich the activities their customers love – through automotive, aviation, marine, fitness, outdoor recreation and mobile products. Garmin is the global leader in satellite navigation because they take pride in the cooperative environment that stems from vertical integration — they design, manufacture, market and sell their products themselves. During any given conversation about a product, you’re likely to find engineers, designers, artists, writers and salespeople sharing their thoughts. Learn more about them at, and join the conversation on Twitter,  Facebook, YouTube, or the Garmin Blog.


The Crowne Plaza Kansas City – Overland Park is a top business and leisure hotel nestled within the vibrant Kansas City metropolitan area. Enjoy business-friendly accommodations, amenities and flexible meeting and event space as well as easy access to the area’s top attractions, shopping, dining and nightlife. Located at  I35 and 95th Street, Lenexa Kansas.  Connect with the hotel on Twitter and Facebook.







Kansas City chapter of the Social Media Club.