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
Managing social media as your brand’s needs change, the market shifts, and more departments get involved.
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.
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.
How to run a social media training program
Leading a social media training program that teaches effective and ethical social media engagement.
Track 2: Executing the social media essentials
How to manage your social media content stragety
Sourcing great content, determining which platforms to focus on, and developing your content calendar.
How to run a social media listening program
Listening, monitoring, and tracking social media conversations and applying the insights to your social media strategy.
How to lead a social media engagement strategy
Building a scalable, effective plan to engage customers, fans, and critics in social conversations.
How to measure your social media program
Identifying what to measure, which tools to use, how to interpret the data, and how to tie it all to your key metrics.
Track 3: Integrating social media with business units
How to integrate social media with sales
Using social media to drive sales online, at retail, and face-to-face.
How to integrate social media with customer service
Managing a scalable and reliable process to extend customer service to social channels.
How to integrate social media with marketing, advertising, and digital
Using social media to support advertising and using advertising to support social media.
How to integrate social media with PR and communications
Using social channels to complement your core communications functions.
3 brilliant authors
Small-group discussions on the big ideas in corporate social media
Keynote information coming soon.
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 social media as a BtoB brand.
EMC Corporation’s Thom Lytle explains why mo’ (social) accounts often creates mo’ (marketing) problems.
Harman International Industries’ Dave Spinato shares how they are managing a global social media strategy across all their brands.
Kaiser Permanente’s Vince Golla shares how they’re connecting with patients using social media in a regulated healthcare industry.
Lowe’s Home Improvement’s Brad Walters shares how they’re engaging customers on new social media platforms.
Wendy’s Brandon Rhoten talks about how they use social media to make business decisions.
Hallmark’s Camille Lauer explains how they’re managing their social media content strategy.
REI’s Lulu Gephart shares how they are using social media to start new conversations with fans.
JCPenney’s Sean Ryan explains their “conversation-led” marketing strategy that includes their Olympics campaign, Tweeting With Mittens, and other social media interactions.