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

October 28:

Classes and Case Studies

How to lead an amazing social media program.

Learn the latest from the legends behind the corporate social media movement

In one intense day of classes and case studies, you will:

  • Learn how social media executives at other big brands are overcoming the same challenges you’re facing
  • Discover practical solutions from people who have actually been there, done that
  • Fill your notebook with immediate ideas you can use as soon as you get back to the office
  • Make connections with social media executives at great brands like yours

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

Motorola

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

FedEx

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

Vic Reiss, FedEx

How to run a social media training program

Aetna

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 stragety

Whole Foods

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

Natanya Anderson, Whole Foods

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 sales

Citrix

Using social media to drive sales online, at retail, and face-to-face.

Justin Levy, Citrix

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

AT&T

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

Southern Company

Using social channels to complement your core communications functions.

Isaac Pigott, Southern Company


3 brilliant authors

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


David Meerman Scott

David Scott

The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business

Sales and service are being radically redefined like never before. With buyers now in possession of unlimited information, online content and social networks are quickly becoming the dominant drivers for commerce. Today anyone working in sales or customer service needs to possess entirely new skills. Unfortunately most organizations are still using traditional selling and service models developed for a different time. In this talk based on the new book by the author of the #1 bestseller The New Rules of Marketing & PR, David Meerman Scott demystifies the new digital commercial landscape and offers inspiring and valuable guidance for anyone not wanting to be left behind.

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.


Keynote

Keynote information coming soon.


12 real-world case studies

Practical, actionable tips from people who have actually done it

T-Mobile

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

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

Paychex

Paychex’s Joe Schaeffer shares how they’re using social media as a BtoB brand.

EMC

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 they’re connecting with patients using social media in a regulated healthcare industry.

Lowe's Home Improvement

Lowe’s Home Improvement’s Brad Walters shares how they’re engaging customers on new social media platforms.

Wendys

Wendy’s Brandon Rhoten talks about how they use social media to make business decisions.

Hallmark

Hallmark’s Camille Lauer explains how they’re managing their social media content strategy.

REI

REI’s Lulu Gephart shares how they are using social media to start new conversations with fans.

JCPenney

JCPenney’s Sean Ryan explains their “conversation-led” marketing strategy that includes their Olympics campaign, Tweeting With Mittens, and other social media interactions.

Leggett & Platt

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

Register for the Brands-Only Summit