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 strategy
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 legal requirements
Making social work for teams facing complex legal, regulatory, and compliance issues.
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.
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 will discuss 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’ll share 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
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.
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.
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’ Dave Spinato shares how they are managing a global social media strategy across all their brands.
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’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.
Crystal King leads social media for Keurig Green Mountain, a leader in specialty coffee and coffee makers. Crystal has built social media, marketing, and communications programs for many large and small high tech firms, including CA Technologies and Sybase iAnywhere (now part of SAP).
She currently teaches courses in social media for Grub Street, a Boston Independent Writing community, and has taught classes in writing, creativity, and social media at Harvard Extension School, Boston University, Massachusetts College of Art, and UMass Boston. Find her on Twitter at @crystallyn or on Google+ at http://gplus.to/crystallyn.
Barbara joined Motorola as the Senior Director of Social Media in 2014, bringing an array of digital marketing and brand management experience to the social media team.
Prior to joining Motorola, she served as director at PepsiCo, where she oversaw digital and social media across the entire Quaker Foods portfolio. During her time at PepsiCo, Barbara drove the brand’s long-term vision through e-commerce initiatives, an enhanced social CRM program, and entry into mobile marketing.
In 2012, Barbara was recognized by Brand Innovators as one of the “40 under 40″ most innovative brand marketers. Her work has been quoted in Forbes and Ad Age, and she has spoken at numerous industry events.
From 2009 to 2011, Barbara worked at Digitas where she led digital marketing efforts for the firm’s Miller Lite business. Before joining Digitas, she held positions at General Mills and Beam Global Spirits and Wine. She holds a bachelor’s degree from the University of Michigan and an MBA from the Kellogg School of Management at Northwestern University.
Kelly leads social media marketing for Microsoft Dynamics and loves it.
She’s been working in the world of online communication and social media marketing since 2007, primarily with software and technology brands. Kelly got her start in blogging and then worked as a social marketing consultant, helping BtoB companies of all sizes leverage social networking tools to increase their online presence and community engagement.
Kelly joined Microsoft in November 2011. Her unofficial job title is “Social Maven for Microsoft Dynamics.”
Although she’s American, she holds a Masters in Marketing from one of Europe’s top business schools. She lived in France for more than 11 years and is bilingual with a European aesthetic and an American perspective. Kelly moved back to Seattle in 2012.
By day, Lauren Vargas is the Head (Mad Hatter) of Social Media and Community for Aetna, Inc. and is based in Boston, Massachusetts.
By night, she is an insomniac devouring dystopian fiction. And somewhere in a parallel universe, Vargas found a way to stop time and graduated from Harvard in May 2014 with a Masters of Liberal Arts, Museum Studies.
Natanya Anderson is the Director of Social Media and Digital Marketing at Whole Foods Market and a founder and Immediate Past-President of the Austin Food Blogger Alliance, a non-profit organization established to promote blogger philanthropy and education. Ms. Anderson has been working with new media for over a decade with a focus on both strategy and execution, helping organizations change the way they engage and communicate with customers.
Through her non-profit work, Ms. Anderson is helping shape the future of social content creation as well as brand/blogger relations. Ms. Anderson blogs about loving food, drink, and living in Austin, Texas at the Austin Food Lovers’ Companion. Follow her on twitter at @natanyap.
Kathleen Fetters has been a digital marketer for nearly 17 years working at Fortune 500 companies such as Hewlett-Packard, Sun Microsystems, and ThermoFisher Scientific. From day one, she has been on the ground floor launching new global digital marketing efforts for these brands.
Taking her previous experience as the Chief Listening Officer at HP, Kathleen has been charged with developing the first social listening and measurement program at First Republic Bank. In this role, Kathleen is analyzing and establishing the brand’s social engagement impact with key audiences and developing customer and industry insights to influence strategic data driven decisions across the business.
Ryan Dickerson is the Sr. Manager of Social Technology at Cox Media Group. In this role, he oversees social experiences, social data integration, and registration experiences for 70+ media brands.
Prior to joining Cox Media Group, Ryan oversaw social products as the Sr. Product Manager of Social Media at AutoTrader.com, where he led channel growth, onsite integrations, and their user-generated content strategy. Ryan also has expertise in the retail and QSR sectors, with social media roles at both The Home Depot and Chipotle Mexican Grill.
In his spare time Ryan enjoys relaxing on his boat, racing motorcycles, and fostering Golden Retrievers with his wife, Emily.
You can find Ryan on Twitter or LinkedIn.
As the Director, Convergent Media at Scripps Networks Interactive, Chad provides leadership on social media trends and strategies for the website, ad sales, marketing and on-air teams at Scripps, as well as social media guidelines to be adopted by the company’s top senior executives. Prior to his current role, Chad served as director of innovation for Scripps’ business development emerging ventures team, a group focused on evaluation, creation and management of the disruptive innovation process. Chad began at Scripps in 2005 as Director of Online Analytics after leaving Healthology, Inc. as the IT Director.
Trish Nettleship is the Director for Social Media & Influence at UCB, Inc., a global biopharmaceutical company focused on the discovery and development of innovative medicines and solutions to transform the lives of people living with severe diseases of the immune system or of the central nervous system.
Trish’s role at UCB is to create a social media center of excellence to support UCB on a global scale and drive adoption of social across the organization. She has spent the better part of her career helping business customers succeed.
Previously at AT&T, she was supporting small businesses with a resource portal to help increase productivity and grow their business. Nettleship then went on to build the social media practice for AT&T with B2B space. Under her leadership, AT&T grew social into a significant channel for lead generation and overall engagement with their customers.
Nettleship has held various marketing roles from social media, digital strategy, communications, product marketing and business development within the technology space. She holds an Master of Business Administration in International and a Bachelor of Administration in management and marketing both from Georgia State University. She regularly speaks at social media and pharmaceutical conferences on topics related to leveraging digital and social to support business objectives.
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.
As the Director of Digital and Social Media, Joy Hays leads the digital and social media efforts of AT&T in the business innovation space. Ms. Hays has over 15 years experience in social media, digital/integrated marketing, product management, and business development in both U.S. and International environments. She was recently recognized by PR News as a Social Media Icon MVP.
Prior to her current role, Joy served as the Head of Social Media and Digital Communications for Texas Instruments, where she re-architected the social media strategy and infrastructure resulting in increasing overall engagement by more than 600%.
Natalie Johnson is Senior Manager of Digital and Social Media Communications at The Coca-Cola Company. Johnson is responsible for developing global, digital analytics strategy for Coca-Cola Journey and social media monitoring for Public Affairs and Communications.
Johnson leads the metrics strategy behind the Company’s new corporate website which recently transformed into a consumer-facing, responsive, digital magazine — Coca-Cola Journey. In addition to digital analytics and social media monitoring, Johnson is also responsible for global social media education for the enterprise.
Prior to joining Coke, Johnson managed social media at General Motors Corporation, where she led digital and social media communications for various projects including the Chevrolet Volt. During her tenure at GM, Natalie was manager of the Global Technology Group and Internal Communications at GM’s Latin America, Africa, and Middle East (LAAM) region; a role she assumed after working as the associate manager for e-business in LAAM’s Vehicle Sales, Service, and Marketing department.
A native of South Florida, Johnson holds a Bachelor’s degree in Business and a Master’s degree in Communications with emphasis in Interactive New Communication Technologies from The Florida State University.
Mark Hurst, founder and CEO of Creative Good, has spent his career writing and speaking about how organizations and individuals can create better customer experiences. Most recently, he co-authored Customers Included, a book about strategy and customer experience.
In 2003 Hurst founded the Gel conference, which annually spotlights people and projects that create some good experience (and has featured the first stage presentations for Wikipedia, Marissa Mayer, Ze Frank, Khan Academy, and others). Hurst also wrote Bit Literacy, the 2007 book about managing email and information overload, and created Good Todo, the mobile productivity suite.
Mark began his Internet career as a graduate researcher at the MIT Media Lab, then worked with Seth Godin at Yoyodyne, which was later sold to Yahoo. He holds bachelors and masters degrees in computer science from MIT and lives in New York City with his wife and son.
Susan Emerick is the Founder & CEO of Brands Rising, LLC, a social media consultancy specializing in employee advocacy and influencer engagement. She provides strategic advisory services to marketers around the world, applying insights from social media analytics to foster long-term, high-value relationships with customers and drive ROI.
Prior to pursuing an entrepreneurial path, Susan led global enterprise social business and digital marketing programs for IBM. During her tenure, Susan led an innovation team developing an influencer intelligence system using the natural language processing power of IBM’s Watson. She was responsible for leading the technology giant’s social media strategy, including social media listening and planning, brand engagement guidelines, social media governance, policy and measurement standards, and supporting the 400,000+ global workforce to engage effectively in social media. An earlier pioneer in social media, Susan was instrumental in establishing IBM’s social insights practice to continuously apply social listening insights to marketing planning and engagement strategies. As a result, IBM was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business.
Susan is the co-author of 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 — a must read for anyone striving to build brand advocacy.
She serves on the advisory board of Social Media Today. An active member of the Word of Mouth Marketing Association Research and Measurement Council, Susan uses her expertise and creative curiosity to influence the standards and principles of word of mouth research and measurement. In 2013 she co-authored the WOMMA Influencer Guidebook, an educational resource for marketers to better understand the mechanics and metrics of influencer marketing. In 2011, Susan was named to the elite iMedia Top 25 Internet Marketing Leaders and Innovators, an annual list of cutting-edge creative professionals, strategists, and technology innovators.
A passionate marketer, adjunct professor, and speaker, Susan enjoys navigating the redefinition of the marketing profession “as we know it” as a result of emerging technology. During her off-the-grid time, she enjoys spending time with her family climbing dunes and walking the shores of Lake Michigan.
Jay Baer is a renowned social media strategist, speaker, and New York Times bestselling author who travels the world showing business people how to make their companies more valuable by focusing on help, not hype.
He is President of the social media strategy firm Convince & Convert. A digital marketing pioneer, Jay has consulted with more than 700 companies since 1994, including Caterpillar, Nike, Visit California, Allstate, Petco, Columbia Sportswear, and 30 of the Fortune 500.
Jay’s Convince and Convert blog is ranked as the world’s #1 content marketing resource, and he’s the host of the popular weekly Social Pros podcast, where he interviews big-brand social media experts.
His book, Youtility: Why Smart Marketing is About Help not Hype, debuted at #3 on the New York Times best seller list. Jay is also the co-author of The NOW Revolution, a bestselling book about social media’s impact on businesses of all sizes and types.
Morgan Spurlock is a New York based writer, director, and producer. His first film, Super Size Me, premiered at the Sundance Film Festival in 2004, winning Best Directing honors. The film went on to win the inaugural Writers Guild of America Best Documentary Screenplay award as well as garner an Academy Award nomination for Best Feature Documentary.
Since then he has directed, produced, and distributed multiple film, TV, and digital projects, including the critically acclaimed CNN television series Morgan Spurlock Inside Man, the FX series 30 Days, and the films Where in the World is Osama Bin Laden?, Confessions of a Superhero, Czech Dream, Chalk, The Future of Food, What Would Jesus Buy?, the WGA Award-winning and Emmy nominated The Simpsons 20th Anniversary Special: In 3-D! On Ice!, Freakonomics, POM Wonderful Presents: The Greatest Movie Ever Sold, Comic-Con: Episode IV – A Fan’s Hope, Mansome, and One Direction: This Is Us.
Morgan is currently working on season three of Morgan Spurlock Inside Man for CNN and 7 Deadly Sins for Showtime. His upcoming digital projects include “Connected,” the first long-form series for AOL and “Smartish,” a new premium branded content channel for Maker Studios.
Joe Schaeffer began the Paychex social media program in 2012, dedicated to extending the Paychex mission and values across social media and the web.
With a background in marketing and design, Joe holds a bachelor’s degree in English from Skidmore College in Saratoga Springs, NY. A proud father of two, Joe listens to way too much music and watches far too much T.V.
Bill currently works at Autodesk driving online community, social media, and ideation initiatives, including a focus on the CSS divison. Prior to Autodesk, he worked for Dell as Head of Global Community, steering overall online community global strategy for Dell. In addition, he was responsible for the strategy of Dell IdeaStorm. Bill also led Unconferences for Dell related to social media and community, and he advised on many social media projects related to ROI and social presence.
Prior to Dell, he worked for Forum One Communications as the Chief Community Officer between 2007-2010. Bill wrote the Online Community Report blog and newsletter. He created and chaired the Online Community Research Network and conducted research on topics like online community metrics, ROI, and marketing via social media. He also planned and hosted conferences about online community, like the Online Community Unconference (East and West Coast).
Bill also directs a professional networking group called the Online Community Roundtable in the Bay Area which meets quarterly, and always starts with cocktails.
Bill lives in Sonoma, California with his lovely wife, eight-year-old daughter, and three-year-old son. They are all awesome.
Michelle Mattson serves as the Senior Manager of Social Customer Support for T-Mobile. In her role, Michelle is responsible for overseeing the strategic and day-to-day operations of T-Force (T-Mobile’s customer service team supporting chat) and branded social media channels.
Under Michelle’s guidance, the T-Force team has seen dramatic growth in their social fan base and connections, improving brand perception and earning recognition as J.D. Power’s top performer in their Social Media Benchmark Study for telecommunications.
Since joining T-Mobile in 1999, Michelle has held many roles within their Customer Service organization, including process analyst, financial care coach, and manager of T-Mobile’s internal knowledge base where she consolidated multiple content management systems into a single social business platform that now serves as a centralized knowledge base and collaboration system across the enterprise.
- Company: http://www.t-mobile.com/
- Twitter: https://twitter.com/MM_Mattson
- LinkedIn: http://www.linkedin.com/pub/michelle-mattson/7/81a/871
Thom Lytle is the Director of Social Business & Community Engagement at EMC Corporation, a Fortune 250 company. Thom is responsible for managing all aspects of social media at EMC globally, including social analytics/operations, social launches, social sales programs, off-domain platform strategy (corporate-level and corporate-wide), and social training and enablement.
In addition, he is also responsible for programs and engagement strategy for “Inside EMC,” an internal community site for +65K employees, and the EMC Community Network (ECN), EMC’s external community site of +300K customers/partners/prospects. During his tenure, Thom has helped architect some of EMC’s most successful social media programs and initiatives.
Prior to joining EMC, Thom worked at Accenture for six years in Client Financial Management, supporting key government client engagements in New York/New Jersey. He holds an MBA from the University of Massachusetts at Amherst. He lives near Boston, Massachusetts with his wife and two children, and is an avid fan of Boston sports teams — even during “bridge years.”
Follow him on Twitter at @ThomLytle.
Dave is a creative, enthusiastic Internet marketing professional with over 14 years of global and domestic experience within the digital space. He is equipped with a solid history of planning and executing revenue-generating promotional programs and brand experiences. He has demonstrated his ability to combine in-depth knowledge of digital media and Internet technologies with visionary leadership to execute successful online marketing initiatives proven to build brand equity, awareness, and drive sales.
As the Global Director of Digital Marketing & Social Media at Harman, the parent company behind an array of legendary brands that includes AKG, Harman Kardon, JBL, Mark Levinson, Lexicon, Infinity, and more, his core responsibility is to oversee the digital strategy, development, and execution for all lifestyle owned, earned, and paid media channels worldwide.
Prior to joining Harman, Dave was the Global Director of Digital for Smirnoff at Diageo where he worked with key regions and stakeholders from around the world (US, Western Europe, Eastern Europe, LAC, Africa, and APAC markets) embedding digital strategies and innovation to enable transformational digital development — boosting Smirnoff to one of the leading CPG brands within the digital landscape.
Before his appointment at Diageo, Dave was a key member of the Digital Engagement Group at PepsiCo where he managed all things digital for Pepsi, Pepsi MAX, and Diet Pepsi, including the groundbreaking introduction of the Pepsi Refresh Project where the team was honored with a 2011 Chairman Award.
Dave resides in Rockland County, New York, and when “offline” adores hanging with his wife and daughter, boating, cooking (while enjoying a fine wine), football, and baseball.
- Company: http://www.harman.com/
- Twitter: https://twitter.com/DazzlingDave
- LinkedIn: http://www.linkedin.com/pub/dave-spinato/6/788/a54
Vince Golla is Digital Media and Syndication Director at Kaiser Permanente, which cares for 8.9 million people in nine states and the District of Columbia. His role is to promote and protect the Kaiser Permanente brand in the digital space.
Reporting to the Vice President for National Public Relations, Vince creates and executes against a strategy in which the organization uses social media tools to simultaneously extend/amplify the reach of its public relations efforts and protect the organization’s reputation. The role was created in 2009 and works closely with leaders in Kaiser Permanente’s marketing, brand, advertising, and internal web capability organizations to create and lead a shared vision for social media efforts in an organization of 167,000 employees and 16,000-plus physicians.
Prior to this role, Vince was a Communications Manager at Kaiser Permanente, editor of the organization’s corporate news website, the Kaiser Permanente News Center, and editor of its national intranet.
Before arriving at Kaiser Permanente, Vince was the Internal Communications Manager at PeopleSoft, where he worked for about four years — including all 18 months, 25 days, and nine hours of the company’s spirited yet unsuccessful hostile takeover defense against Oracle.
Vince’s first career was in daily newspapers, in which he was a reporter and city editor in the Contra Costa (California) Times’ organization for 16 years. He holds a bachelor’s degree in journalism from San Francisco State University.
Brad and his team are responsible for Lowe’s Home Improvement social media strategy, social customer care, creating content across the brand’s social media channels, and identifying emerging platforms best suited for the brand.
As a Chief Content Officer Magazine 2014 Content Marketer of the Year finalist and a 2013 Brand Innovators 40 under 40 alumni, Brad has driven Lowe’s to be one of the top five most followed brands on Pinterest and is the primary force behind the highly accoladed Lowe’s Fix in Six campaign on Vine.
Prior to joining Lowe’s, Brad was a part of digital strategy and account management teams at RAPP, The Richards Group, and The Martin Agency, where he partnered with great brands like Hyundai Motor America, AT&T, Walmart, and Tylenol.
Brad currently resides in the Charlotte, NC metro area with his wife and daughter, where he spends most of his free time on Lake Norman teaching his daughter to wake surf.
Brad is a graduate of Baylor University and has found a renewed love for college football now that the Baylor Football program has progressed from the basement of the Big 12 to one of the top teams in the nation.
Brandon leads digital and social media for Wendy’s International, one of the world’s largest restaurant chains. Wendy’s is reinventing itself in everything from its physical restaurants to its digital presence in order to be relevant to a generation with more choices than ever. Over the last three years, Brandon has built a digital practice at Wendy’s, brought on a digital agency of record, and launched several major digital initiatives including a new .com, mobile app with payment functionality, and completely reworked digital advertising and social media strategies.
Previous to Wendy’s, Brandon led digital for Remington and the Freedom Group of Companies, where he helped Remington become a leading manufacturer in its category in digital marketing and crisis response.
Brandon started his career in digital at Gyro, a decorated agency based in London with 15 offices worldwide, as a senior public relations consultant and account director working with tech and manufacturing clients.
Camille leads a small-but-mighty cross-functional team responsible for social media strategy, content creation, community development, measurement and insights development. A self-proclaimed consumer advocate and data wonk, she spearheaded Hallmark’s first cross-functional social media listening pilot in 2011 and continues to champion the integration of social media activation and learning across Hallmark’s complex business.
Prior to joining Hallmark, Camille led global rebranding, online marketing, data centralization and content management system implementation at VML, a full-service global ad agency. During her tenure as VML’s Digital Insights Group Director, she led social media initiatives on behalf of numerous Fortune 500 clients, including Colgate-Palmolive, adidas, WPP, Microsoft, Bayer Pharmaceuticals, and Mattel. She’s was also heavily involved in the development of social media measurement software.
When unplugged, Camille recharges with a healthy dose of fresh air, green space, craft brews, and live music in the good company of friends, her special dude, and her four-legged fur baby.
Lulu is the Manager of Social and Earned Media at REI. She is a bona fide gear fanatic and leads a small and mighty team on social and earned media initiatives for REI.
The team drives social presence across the web as well as all social design features and UGC elements on REI’s owned properties. They also dip their toes into broader earned media and WOM efforts.
Previously, she led the paid search program for REI and in her past life did marketing and PR for travel and tourism clients out of Lake Tahoe, CA. Her favorite site these days is www.REI1440Project.com. You can find her on Twitter at @lux2.
Sean is currently leading JCPenney’s social and mobile efforts as a Director of Digital Marketing. He is tasked with leading social strategy across the company, with a goal to make JCPenney the most socially calibrated retailer in the world.
Prior to joining JCPenney in 2012, Sean was on the social strategy team at Target Corporation in his home state of Minnesota.
Before his foray into social media, Sean was a traditional journalist, spending seven years as a television news broadcaster working both in front of and behind the camera.
Mark Kinsley is Staff VP of Marketing for the Leggett & Platt Inc.’s Bedding Group, a multi-billion dollar company and the world’s largest innerspring manufacturer. Kinsley has nearly 12 years of marketing and communication experience. He began his career as a storyteller, anchoring television news and later hosting the market’s highest-rated talk radio show.
Kinsley is co-creator of “Get Hybrid,” the greatest mattress rap video on the planet and Executive Editor of Sleep-Geek.com. He’s written for SocialMediaToday.com, B2BMarketing.com, SteamFeed.com, Under30CEO.com, and others. Outside of work he enjoys traveling, mountain biking, snow skiing, hiking, and his boxer, Buster.