Orlando October 27–29, 2014

SocialMedia.org’s Brands-Only Summit

The “How to Run Social Media at a Big Brand” Conference

No Vendors  16 Peer-to-Peer Discussions  12 Classes  12 Case Studies

The Brands-Only Summit is Sold Out! Live Coverage >>

Classes and Case Studies

12 How-To Classes

The essential skills you need to lead a fantastic social media program

Track 1: Managing the social media operation

How to structure your social media team

Keurig Green Mountain

Managing social media as your brand’s needs change, the market shifts, and more departments get involved.

Crystal King, Keurig Green Mountain

How to decide between outsourcing and internal


Determining which functions are essential for your in-house team and what you should outsource to external agencies.

Barbara Liss, Motorola Mobility

How to earn adoption from the c-suite and the front lines


Transitioning from earning buy-in to earning adoption and rolling your program out to all levels of the enterprise.

Kelly Rigotti, Microsoft

How to run a social media training program


Leading a social media training program that teaches effective and ethical social media engagement.

Lauren Vargas, Aetna

Track 2: Executing the social media essentials

How to manage your social media content strategy

Whole Foods

Sourcing great content, determining which platforms to focus on, and developing your content calendar.

Natanya Anderson, Whole Foods Market

How to run a social media listening program

First Republic Bank

Listening, monitoring, and tracking social media conversations and applying the insights to your social media strategy.

Kathleen Fetters, First Republic Bank

How to lead a social media engagement strategy

Cox Media Group

Building a scalable, effective plan to engage customers, fans, and critics in social conversations.

Ryan Dickerson, Cox Media Group

How to measure your social media program

Scripps Networks Interactive

Identifying what to measure, which tools to use, how to interpret the data, and how to tie it all to your key metrics.

Chad Parizman, Scripps Networks Interactive

Track 3: Integrating social media with business units

How to integrate social media with legal requirements


Making social work for teams facing complex legal, regulatory, and compliance issues.

Trish Nettleship, UCB

How to integrate social media with customer service

Rogers Communications

Managing a scalable and reliable process to extend customer service to social channels.

Keith McArthur, Rogers Communications

How to integrate social media with marketing, advertising, and digital


Using social media to support advertising and using advertising to support social media.

Joy Hays, AT&T

How to integrate social media with PR and communications


Using social channels to complement your core communications functions.

Natalie Johnson, The Coca-Cola Company


Morgan Spurlock

Morgan Spurlock

Morgan is a film writer, director, and producer. His first film, Super Size Me, was nominated for an Academy Award for best feature documentary.

In his talk, Morgan discussed projects like The Greatest Movie Ever Sold, Comic-Con Episode IV: A Fan’s Hope, and his upcoming smartish YouTube series with Maker Studios.

He shared his insights on viral marketing, content creation, and using social tools to deliver an authentic fan experience.

3 brilliant authors

Small-group discussions on the big ideas in corporate social media

Mark Hurst

Mark Hurst

Customers Included: How to Transform Products, Companies, and the World — With a Single Step

Why can’t some companies manage to give customers what they want? Mark Hurst’s book Customers Included describes how the idea of “listening to customers” is often misunderstood, if not ignored outright, leading to poor outcomes — and a method for how innovators can create better outcomes by including customers.

Susan Emerick

Susan Emerick

The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media

Interested in how to generate significantly greater awareness and revenues while decreasing the cost of marketing, selling, and customer service? Susan Emerick will share the secrets to building a successful employee advocacy program. She’ll provide you the roadmap to harness the power of empowering employees and partners to build trust and advocacy in social media. Based on years of experience developing, designing, and implementing a proven roadmap, you’ll leave with an understanding of the business processes, governance, measurement, and infrastructure required, while successfully managing the risks.

Jay Baer

Jay Baer

Youtility: Why Smart Marketing is About Help not Hype

Smart marketing is about help, not hype. If you’re wondering how to make your company seem more exciting, you’re asking the wrong question. You’re not competing for attention only against other similar products. You’re competing against your customers’ friends and family, viral videos, and cute puppies. To win attention these days, you must ask a different question: “How can we help?” In Jay’s presentation, he delivers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.

12 real-world case studies

Practical, actionable tips from people who have actually done it


T-Mobile’s Michelle Mattson explains how their social customer support team (T-Force) has evolved in the social media space over the past two years — specifically in relation to their bold new Un-carrier movement.


Autodesk’s Bill Johnston talks about how they harmonized their community and social media efforts to create a positive experience for their customers.


Paychex’s Joe Schaeffer shares how they’re using external (and internal) corporate events to increase employee advocacy and engagement.


EMC Corporation’s Thom Lytle explains why mo’ (social) accounts often creates mo’ (marketing) problems.

Harman International Industries

Harman International Industries’ Dave Spinato shares how they are managing a global social media strategy across all their brands.

Kaiser Permanente

Kaiser Permanente’s Vince Golla shares how a $55B health care organization uses social media to harmonize paid, owned, and earned channels.

Lowe's Home Improvement

Lowe’s Home Improvement’s Brad Walters shares how they determine which emerging social platforms to join.


Wendy’s Brandon Rhoten talks about how they convinced a multi-billion dollar system to embrace digital and social media marketing.


Hallmark’s Camille Lauer discusses how they’re integrating social media listening and measurement cross-functionally to become a more consumer-focused organization.


REI’s Lulu Gephart shares their lessons learned from managing user-generated content on social media.


JCPenney’s Sean Ryan explains how they’ve leveraged social conversation to tell their brand story in the wake of change.

Leggett & Platt

Leggett & Platt’s Mark Kinsley talks about niche online communities, sex research, and how they introduced a new word to the mattress industry that drove millions in new profit.