Orlando January 25-27, 2016

SocialMedia.org’s Brands‑Only Summit

The Conference for Social Media Leaders at the World’s Greatest Brands

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

Classes and Case Studies

We learned the latest from the legends behind the corporate social media movement


12 Classes:


Work with influencers, bloggers, and celebrities in social

Nintendo

Engaging, disclosing, and managing the relationships of your brand’s high-profile social influencers.

Katie Cornish, Nintendo

Run a social media listening program

Symantec

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

Erling Amundson, Symantec Corporation

Lead a social media engagement strategy

Hard Rock International

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

Sebastian Quinn, Hard Rock International

Integrate social media with customer service

GoDaddy

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

Stacey DePolo, GoDaddy

Manage paid social

Wendys

Making the most of your paid social efforts, focusing on which platforms, tools, and vendors work best for your brand.

Brandon Rhoten, Wendy’s International

Manage a global social media program

Ericsson

Approaching social media on a global scale, including organizational structure, governance, content strategy, and more.

Anita Veszeli, Ericsson

Use social media in a crisis

Chevron

Preparing a successful crisis communications plan to utilize social media to support and defend your brand during a PR disaster.

Olivia Harting, Chevron

Manage your social media content strategy

BBVA Compass

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

Tuck Ross, BBVA Compass

Earn adoption from the C-suite and the front lines

Garmin

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

Carla Meyer, Garmin International

Work with your legal team

Sanofi

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

Monica Singh, Sanofi US

Build a social employee advocacy program

Humana

Developing, launching, and maintaining an effective program to empower employees as ambassadors in social media.

Jason Spencer, Humana

Run a social media training program

SAS Institute

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

Kirsten Hamstra, SAS Institute


Keynote

Grumpy Cat and her people

As one of the biggest internet memes in history, Grumpy Cat needs no introduction. But do you know the people behind her and how they turned a meme into a worldwide brand?

Over lunch, we talked to Grumpy Cat’s manager, Ben Lashes, and owners Tabatha Bundesen and Bryan Bundesen who saw an opportunity to turn a small, surly-looking cat into something huge.

We talked about Grumpy Cat’s social media channels and strategy, what it’s like to be the branding machine behind a meme, and what it takes to surpass the Internet’s typical 15 seconds fame. Plus, we got a chance to meet Grumpy Cat herself!


3 Authors

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


Brian Solis

Brian Solis

X: The Experience When Business Meets Design

X: The Experience When Business Meets Design teaches readers how to design experiences through “experience architecture,” as opposed to brand architecture. In this playbook, experience becomes the guide that governs engagement standards and drives new business models and practices. Brian shares lessons from many industries to make experiences meaningful, human, and able to come to life, including Hollywood, UX, human-centered design, journey mapping, experience flows, and more.

Richard Millington

Richard Millington

Buzzing Communities: How To Build Bigger, Better, And More Active Online Communities

Buzzing Communities cuts through the fluff to offer a clear process for creating thriving online communities. This book combines a century of proven science, dozens of real-life examples, practical tips, and trusted community-building methods. This step-by-step guide includes a lifecycle for tracking your progress and a framework for managing your organization’s community efforts.

Jeanne Bliss

Jeanne Bliss

Chief Customer Officer 2.0: How to Build Your Customer-Driven Growth Engine

Chief Customer Officer 2.0 gives you a proven 5-competency framework that has launched and advanced the customer experience transformation in business-to-consumer and business-to-business companies around the world. Jeanne’s newest book will quickly get you into action with a united leadership team, shifting your business focus to earning the right to growth, by improving customers’ lives.



12 Case Studies:

The J.M. Smucker Company

The J.M. Smucker Company’s Ray Hancart shares their social media framework and approach for putting and keeping their consumers first.

Dole

Dole’s Amy Summers shares tips for transitioning from an agency-managed social program to an in-house operation.


Manulife

Manulife’s Brendan Kenalty gives a case study on how they’re activating social selling and employee content sharing in a regulated industry.

eBay

eBay’s Tracy Baeckler shares how they’re leveraging influencer content on Pinterest to drive engagement and traffic to ebay.com.


Cargill

Cargill’s Maria Lettman explains how they launched a global thought leadership program on Twitter with no budget.

Family Dollar

Family Dollar’s Stephanie Tavares-Rance shares how they engaged some of the top bloggers and vloggers to discuss beauty products in a Fabulous way.


Cineplex Entertainment

Cineplex Entertainment’s Justine Melman explains how they identified, defined, and launched a new (and improved) social media strategy.

Weight Watchers

Weight Watchers’ Lauren Salazar shares how they’re leveraging Instagram with a top-performing video campaign, user-generated content, and more.


Nissan

Nissan’s Bryan Long discusses the next phase of their social customer care program.

FedEx

FedEx’s Brian Johnston explains the steps they took to build a functional social media command center.

AT&T

AT&T’s Joy Hays and JD Link discuss how they handled a merge with DirectTV that resulted in new processes for governance and consolidation of all social media accounts for both brands.

Kroger

The Kroger Company’s Jorie Mark talks about how their two-person social media team used associate contests, user-generated content, and a deepened relationship with PR to secure engaging, geo-specific content for their highly diverse audiences.