Member Meeting 47

October 16-17, 2018 • Chicago, IL

Members only. Confidential. Conversations.

Member Meeting 47 Agenda:

Tuesday, October 16

12:00 PMLunch Discussions
Get here on time at noon and grab a seat at the table. This sit-down lunch is your first opportunity to meet all of the great social media leaders you’ll get to know at Member Meeting 47.
12:50 PMChoose Your Show & Tell Talk and Head to the Room
1:00 PMHandling PR and crisis communications on social
Dan Winschel, DICK'S Sporting Goods
At some point, all brands have to be prepared to handle a PR/crisis situation on social media. DICK’S Sporting Goods Manager of Social Media and Digital Engagement, Dan Winschel, will explain what to do, what to look out for, and how to move forward.
Social media data
Elizabeth Bowden and Lacey Perryman, T-Mobile
Senior Manager of Social Media Reporting & Insights Elizabeth Bowden and Senior Manager of Executive Social Media Care Lacey Perryman will talk about the partnership between social care and social marketing. Through thoughtful connection points within these two groups, T-Mobile is adept at using real-time social listening and deep dive social analysis to equip leaders across the enterprise with effective content, meaningful response strategy, and an enhanced ability to make decisions.
1:30 PMSwitch Rooms
1:45 PMExecutives on LinkedIn: How to convince the C-suite and scale a global program
Caitlin Adams, FedEx
FedEx Senior Social Media Strategist Caitlin Adams will talk about the successes and challenges of getting executives to use LinkedIn to share brand news to connect with team members, customers, and media. She’ll explain how they sold the concept within a risk-averse company, share a toolkit they developed to scale the global program across eight business units, and share results to date, including C-level executives they were able to onboard (and those they were not).
Evolution of a brand campaign: The Conoco story
Sarah Bolding and Kathleen O'Brien, Phillips 66
Senior Brand Director Sarah Bolding and Associate Director of Social Media Kathleen O’Brien will discuss how Conoco’s new brand campaign and social media approach was developed based on targeting millennials and listening insights. They’ll share how they developed different campaign components and the successes they saw, including 1:1 organic vs. paid reach.
2:15 PMSwitch Rooms
2:30 PMCustomer retention campaigns on social
Jaclyn Bennett, Safelite AutoGlass
Senior Social Media Strategist Jaclyn Bennett and her team recognized an opportunity after a number of customers booked, but didn’t complete an appointment. Learn how Safelite AutoGlass created and tested a successful customer retention campaign across Facebook properties.
Jailbreak: Rescuing social from agency gatekeepers. How UL builds an environment of transparency and collaboration
Dagmar Ebaugh and Miles Baltrusaitis, UL LLC
Dagmar Ebaugh and Miles Baltrusaitis will share how UL’s social presence and strategy evolved from a very brand-focused ‘gated’ channel, owned by an agency, to the collaborative, transparent, and more flexible digital space in which they’re currently working.
3:00 PMSnack Break
3:30 PM Visual storytelling in a regulated industry: How does a healthcare company become Insta-relevant?
Stephanie Radek, Abbott
Creating Insta-Stories and finding beautiful imagery to bring your brand to life is hard enough on Instagram. Imagine what it’s like in a regulated industry. Senior Manager of Social Media Stephanie Radek will discuss Abbott’s two-year journey to become an industry pioneer on the platform, sharing their best tips and tricks for success along the way.
Politics and social: How employees can be good consumers and participants of social during political seasons
Amy Heiss, Charles Schwab
Many companies have spent years activating team members in social media as employee advocates and social sellers. While a robust social media presence is good for brands, it can be damaging when posts are political in nature. Vice President of Marketing Amy Heiss will cover how Schwab is training team members how to: consider the source of content, fact check, spot fakes in photos and videos, and use caution when posting or engaging in political content during this divisive campaign season.
4:00 PMSwitch Rooms
4:15 PMBuilding a multi-level global social media strategy
Megan McDonald, Hilton Worldwide
Hilton’s 14 brands and more than 5,400 hotels each own their individual social media strategy. Megan McDonald will share how Hilton’s in-house corporate Social Media Operations team ties each of these unique strategies together by developing resources for a community of internal social media channel owners to find best practices, education, and guidance. Learn how they have recently published major cross-functional social media playbooks for UGC, influencers, social contests, the World Cup, and social crisis communications. This session will also reveal how the team partners with Legal and Corporate Communications to establish FTC-compliant guidelines and regulatory standard operating procedures.
Engineers will never use Facebook! Engaging a hard-to-reach audience
Dianne Kibbey, Avnet
We’ve all heard that certain audiences will never use social media, and engineers were at the top of the list. Dianne Kibbey, Global Head of Community and Social Media at Premier Farnell, will talk about how they’ve learned to engage with a highly technical and hard-to-reach audience via social. By continuously testing new ideas and understandings, learn how element14 developed new social content that engages and continues to build credibility with all types of techies, makers, and engineers.
4:45 PMAdjourn
5:00 PMMember Dinner
Following our afternoon of conversations and Show & Tell talks, we’ll all go out for a fantastic dinner together. It’s a perfect opportunity to connect with your fellow members before a big day of brainstorming, discussion, and collaboration.

Wednesday, October 17

8:00 AMBreakfast Discussions
The conversations over coffee and eggs at this event are often more lively than any other conference’s happy hour. You’ll want to be here bright and early (and on time).
9:00 AMMember-Led Discussions
We break into small groups where members host short conversations on topics they’ve volunteered to lead. These are discussions, not lectures. Topics for this session include:

  • When brand ambassadors go off-brand -- Led by Debra Hermsmeier, American Family Insurance

  • Leading your agencies around paid campaigns -- Jenny Wilburn and Matthew Gohr, INVISTA

  • Staffing social media customer care teams -- Led by Jessica Ford Liang, Nissan North America

  • Wrangling the corporate blog(s) -- Led by Tracy Hamilton, Rackspace

9:30 AMSwitch Rooms
9:40 AMMember-Led Discussions
Topics for this session include:

  • Using social media to develop new products and services -- Led by Mary Beth Levin, United States Postal Service

  • Successful employee advocacy initiatives -- Led by Christina Polaski, United Technologies Corporation

  • Working with influencers -- Led by Nick Ayres, Georgia-Pacific

  • Brand storytelling in social media -- Led by Tyler Litchenberger, Toyota

10:10 AMSnack Break
10:40 AMMember-Led Discussions
Topics for this session include:

  • Reporting social media metrics -- Led by Nancy Wall, Visa

  • Championing social media training in a risk-averse culture -- Led by Jayme Meyer, Exxon Mobil Corporation

  • Evaluating paid social effectiveness – and knowing when you aren’t hitting the mark -- Led by Nicole Serena, Caterpillar

  • When employees' social media activity creates problems for the brand -- Led by Phil Watson, Michelin North America

11:10 AMSwitch Rooms
11:20 AMMember-Led Discussions
Topics for this session include:

  • Artificial intelligence and social media -- Led by Lindsay Scott, Rust-Oleum

  • Social media issues management: How do you prepare for -- and possibly even prevent -- a social media crisis? -- Led by Molly James-Lundak, AbbVie

  • Effective event marketing in social -- Led by Taylor Wilson, Lenovo

  • Building audiences for paid social (specifically LinkedIn) for BtoB -- Led by Cameron Robbins, Zurich in North America

11:50 AMHead to Lunch
12:00 PMLunch Discussions
1:00 PM Unconference Introduction
Unconferences are fast-paced, peer-to-peer discussions where you suggest discussion topics, vote for your favorites, and join the conversations that interest you most. This is where you drive the agenda in real time and talk about the things you want to talk about. Past topics have included:

  • Best practices to amplify news and media relations via social

  • Calculating ROI value for social care

  • Finding and incorporating influencers into social media strategy

  • Launching a company-wide employee advocacy program

  • Communicating to executives in a reserved and cautious environment

  • Managing Instagram API restrictions

  • How do you deal with brand boycotts on social? Response plan?

1:10 PMUnconference Round 1
1:40 PMBreak
1:50 PMUnconference Round 2
2:20 PMSnack Break
2:50 PMUnconference Round 3
3:20 PMBreak
3:30 PMUnconference Round 4
4:00 PMAdjourn