Last week we wrapped up our 52nd SocialMedia.org Board Meeting in San Francisco.
103 social media leaders from 74 brands got together to talk about the things that are most important to their work right now.
We heard 10 Show & Tell presentations from fellow SocialMedia.org members, all senior social media leaders at big brands.
They shared stories about projects they've led, challenges they've faced, what went well, what didn't work, and what they hope to do next. We heard from:
- Lynne DeRoche at Marriott International on how they rolled out their influencer management guidelines and her major takeaways from the process.
- Chris Kim from ServiceNow on how to handle a CxO transition on social media.
- Nicole Johnson with Synchrony on how to demonstrate the value of building brand awareness and consideration through bottom-line focused metrics.
- Eric Ellis at Honeywell on their “iconic buildings” campaign, which led to off-the-charts success in lead generation.
- Kaiser Permanente's Vince Golla on how their online review management process helps drive better business decisions and extends the visibility of reviews into their C-suite.
- Con Edison's Sidney Alvarez on how to effectively tell your brand story on Instagram with video and podcasts.
- Sandhya Simhan from Inuit on moving your strategy beyond FAANG and the methodology of exploring new social media channels.
- Matt Serrao at Nu Skin Enterprises on social media listening analytics, integration, and processes.
- Phil Long at Farmers Insurance on building an enterprise social governance strategy.
- Christo Mitov at HERE Technologies on how they employed social listening to own the conversation in their industry category at CES.
We also held 15 Member-Led Discussions where SocialMedia.org members explored tough questions, shared experiences, and got help with specific challenges they're facing.
Discussions were with:
- Anisah Parks at VF Corporation on influencers and content creation.
- Petra Neiger with Flex on the Khoros hack aftermath.
- Ann Marie Gothard from Henry Schein on social media for PR distribution.
- Alison Wood at Panasonic on humanizing your BtoB brand.
- Cara VanCleave at Papa John’s International on building out a command center using Sprinklr’s module.
- Majo Lopez from Xerox on managing social media content in multiple countries.
- Kronos’ Michele Lahey on influencing demand gen campaigns.
- Jennifer Heyman and Jennifer Manger at Wells Fargo on the future of social media marketing.
- Amber Campeau from 3M on evaluating social tools.
- Elyse Berkowitz with Capital One on managing risk in a regulated and matrixed organization.
- Jacqueline Iacovazzi at United Technologies Corporation on maintaining and sharing your social subject matter expertise.
- Trend Micro’s Ingrid Kibler on how brands are leveraging spokespeople.
- Amanda Gebhard with Boston Scientific on responding to the LinkedIn Elevate changes.
- Workday’s Elizabeth Houston on creating a deep listening practice.
- Lauren Ong at Dropbox on brand protection and content safety.
After the Member Led Discussions, we moved into an afternoon of fast-paced, intense conversations during the unconferences.
Members chose what was most important for them to talk about with their SocialMedia.org tribe in a confidential setting. We covered a lot of ground — topics included:
- Coronavirus concerns: How to handle questions and scared employees on social
- Creating social-first content
- Social account security: Protecting your accounts, password management, protocol in case of a breach
- How to get customer service integrated into social media
- Reporting automation for social and web metrics
- Content strategy: Frequency, calendaring, management, and more
- Setting up a social listening program
- What does innovation mean for BtoB social brands?
- Measuring brand performance without paid: How are you doing it?
- Tips on dealing with politics on social media: How do you protect your brand?
- Managing social media in companies with a parent brand+mergers and acquisitions
- When your company sells a product at retailers, how are your relationships and processes with everyone involved?
- Facebook Groups: Fostering positive engagement and mitigating risk of negative conversations
- Measuring success for events and tradeshows: KPIs and social media best practices
- TikTok: Getting started, monitoring brand mentions, and creating content
- How do we level up social media to get a bigger seat at the table?
- Plans for LinkedIn Elevate
- Influencers: Turning them into drivers for ROI and measuring them effectively
- Executive thought leadership: Impactful tactics and best practices for increased visibility
- Paid media innovations: Best platforms, target tactics, and paid-for events
- BtoB organic social media: Measuring success, justifying organic efforts, and boosting strategy
- Global governance models: What’s worked and what hasn’t
- Bringing consumers through the shopper journey and being able to prove social media drove conversion
- Making social media fun: How are you doing it?
- Facebook ads: How are you handling their recent removal of the option to hide dark posts?
- Global alignment: Consistency and communication
Here are the brands who were there:
3M, AbbVie, American Electric Power, American Greetings, Amgen, Autodesk, Bank of the West, BBVA Compass, Benefit Cosmetics, BJ's Wholesale Club, Blue Cross Blue Shield of North Carolina, Blue Shield of California, Boeing, Boston Scientific, Cambia Health Solutions, Capital One, Cargill, Centene, Charles Schwab, Chevron, Chick-fil-A, Cloudera, Comerica Bank, CommScope, Con Edison, Costco Wholesale, David Weekley Homes, Dropbox, eBay, Equinix, Farmers Insurance, First Republic Bank, Flex, Gap, Genentech, Henry Schein, HERE Technologies, Hologic, Honeywell, HP, Intel, Intuit, INVISTA, Johnsonville Sausage, JPMorgan Chase, Kaiser Permanente, Kia Motors America, Kindred Healthcare, Kronos, Levi Strauss & Company, Logitech, Marriott International, Microchip Technology, Nu Skin Enterprises, NVIDIA, Panasonic, Papa John's, Phillips 66, Principal Financial Group, Schneider Electric, Seagate, ServiceNow, Synchrony, Thrivent Financial, The TJX Companies, Trend Micro, United Technologies, UnitedHealth Group, UPS, VF Corporation, Visa, Wells Fargo, Workday, and Xerox.
You won't want to miss our next brands-only, vendor-free Board Meeting in New York City, June 16-17. Check out all the details and register here.