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Digital Commerce Forum: Going Social - Building Online Communities that Boost Your ROI

September 25, 2012

A recent SAS Canada Survey found that only 17 per cent of Canadian companies post to social media sites regularly and monitor often for corporate mention. This means that less than a fifth of Canadian companies use social media effectively. Furthermore, according to a recent BMO Bank of Montreal survey, less than one-third of Canadian small business owners are using social media despite the fact that half of Canadian business believe social media can increase profitability. 

It is clear that even when businesses understand what social media is, they still struggle with leveraging the technology for improved collaboration and relationships with their target audiences -partners, employees, stakeholders, customers, etc.  

To shed some more light on social media, ITAC’s upcoming event in its Digital Commerce series is featuring a panel of social media thought leaders from Bell Canada, Google, Rogers Communications and Sysomos. This panel will share insights, strategies and best practices on how to craft online community experiences that will help improve your brand, refresh partner and customer relationships, and bolster overall ROI.

Members of the panel

Jen Evans

Jen Evans
CEO, Sequentia Environics and ITAC Chair (moderator)
Jennifer Evans is a pioneer and leader in the digital space. As founder, owner, CEO and Chief Strategist of Sequentia, Jen has led revenue generating digital communications strategies for clients such as The Globe and Mail, Purina, HP and Yahoo! Canada. She is a globally sought-after digital strategist with patents pending on many of her methodologies, including The Sequence, Sequentia's groundbreaking approach to community engagement, and the company's content measurement framework. Jen is the youngest member on the ITAC board, and she was the only woman when she joined in 2009. She also sits on the board of advisors for DigitalJournal and was the co-chair of the White Ribbon Campaign for six years. She's written extensively on technology for The Globe and Mail and, and she makes regular media appearances, speaks at conferences and events and guest lectures at universities and colleges.

Bilal Jaffery
Associate Director, Social & Digital at Bell Canada
A recognized award winning digital strategist with senior background at IBM, Tech Data, Epson and few start-ups including his own during the 90s that offered community forums, live streams, and cloud email prior to the ‘social media era’. Led IBM to receive the Forrester’s Groundswell award for excellence in utilizing social technologies to drive a business objectives. IBM saves $100m/year by utilizing communities to reduce support costs. Routinely featured in SocialMediaToday, Mashable and various other publications.

Download Bilal Jaffery's presentation

Sheldon Levine
Director of Community at Sysomos Inc.
Sheldon Levine is the community manager for Sysomos, acting as his company’s public face to connect with its many audiences around the globe. Having emerged as a thought leader in the digital world, Sheldon’s engaging communication style has helped countless numbers of organizations understand how they can leverage social media to boost their business success. Through community outreach, new media marketing and public relations, Sheldon illustrates how social media monitoring and analytics lead to improved customer relationships and measurable ROI. Sheldon is co-founder of a weekly Twitter chat, #SMmeasure, that focuses on the use of social media and how to measure its results. With a Masters in Professional Communication, Sheldon has taken his traditional PR training to a new level, transferring it into the realm of social media and adding his own personal twist to wake people up to all that social media can be.

Download Sheldon Levine's presentation


Keith McArthur
Vice President, Social Media at Rogers Communications
Keith McArthur is Vice President of social media at Rogers Communications Inc., a diversified Canadian communications and media company. Since joining Rogers in February 2009, Keith has developed and executed a strategy for building relationships with online influencers and providing customers with news and support through Social Media. Programs include a robust engagement program through Twitter, the relaunch of technical support forums and the development of Canada’s highest-profile corporate blog. Prior to joining Rogers, Keith created and led com.motion, the social media marketing division of Veritas Communications. In that role, he provided social media counsel to leading brands including Staples, Subway, NutriSystem and Canada Dry. Keith was a journalist for 10 years working for the Winnipeg Free Press and the Globe and Mail. While transportation reporter for the Globe and Mail, he wrote Air Monopoly, which was a finalist for the 2004 National Business Book Award. Later, as the Globe and Mail’s marketing reporter, Keith covered the infancy of social media marketing as businesses first grappled with blogs, YouTube and Facebook. Keith was the first Globe reporter to report by podcast and one of the first to write a blog. He blogs at and can be found on Twitter as @keithmcarthur and @RogersKeith

Download Keith McArthur's presentation (PDF)


Marshall Self
Head of Media Solutions, Google Canada
Marshall is an accomplished leader and marketing specialist, with over 10 years of sales, strategy and interactive marketing experience. He currently leads Google Canada’s Media Solutions organization, a team that turns Google's diverse product portfolio into simple, custom solutions for large advertisers. He previously served as Google Canada’s Head of Display, leading Canadian advertising sales across YouTube and the Google Display Network. Prior to joining Google, Marshall served as a member of the board of IAB Canada, and held successive positions at AOL Canada, most recently as National Sales Director where he held responsibility for revenue management, sales strategy and sales operations. Before leaping into digital, Marshall held several sales and strategy positions at IDC Canada and Worldcom, and is a proud alumnus of the University of Western Ontario.

Download Marshall Self's presentation (PDF)

Date Tuesday, September 25, 2012
Schedule 8:30 am - 10:30 am – Registration, Networking, Panel Presentations, Q&A
Location Hyatt Regency Toronto on King (room King II)
370 King Street West, Toronto, Ontario M5V 1J9
Cost ITAC Members: $60
Non-members: $90
Register Click here to register
Information For more information contact Micheline Lepage at (613) 238-4822 x 2245 or via email at