SocialMedia.org

Member Meeting 48

February 26-27, 2019 • Los Angeles

Members only. Confidential. Conversations.

Member Meeting 48 Agenda:

Tuesday, February 26

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 the meeting.
12:50 PMChoose Your Show & Tell Talk and Head to the Room
1:00 PMHow to use Instagram's latest features for an onsite brand activation
Susan Chang, Dropbox

Head of Social Media Susan Chang will share a case study on how Dropbox partnered with influencers at OutsideLands 2018 and used Instagram as the main distribution platform.
Redesigning global social media and digital governance and ensuring successful adoption

In this talk, you'll hear how a multinational biopharmaceutical company overhauled their global social media and digital governance, and how they're building organizational adoption and commitment of this new governance model.
1:30 PMSwitch Rooms
1:45 PMTransforming your influencer program
Jenny Wilburn, INVISTA

In 2018, the STAINMASTER brand made a big change to their influencer program, and the results have been exciting. From short-term relationships with surface-level engagement to long-term partnerships with confirmed sales results, Senior Content Marketing Manager Jenny Wilburn will talk about how these BtoB influencer changes have changed how STAINMASTER looks at marketing.
Don't stop at the C-suite: Building an executive social media program
Caitlin Scanlon, Voya Financial

Social Media Communications Manager Caitlin Scanlon will explain how Voya Financial built a support team with existing resources to launch and maintain an executive social media program that extends far beyond the C-suite.
2:15 PMSwitch Rooms
2:30 PMHow does social fit within the digital (and broader) organization?
Daryl Drabinsky, Aetna

Digital Communications Director Daryl Drabinsky will speak about her experience in building social media practices within communications teams. She'll focus on the evolving structure and responsibilities of Aetna’s social media and content teams that has helped Aetna's communications organization evolve simultaneously into a more digital organization.
Ready, set, launch: Setting up and selling in an employee advocacy program
Lauren Cochran, H&R Block

Getting a new employee advocacy program off the ground takes almost as much work as it does to run it. Senior Marketing Manager of Social & Influence Marketing Lauren Cochran will explain how H&R Block designed their employee advocacy program pilot with the long term and true social ROI in mind.
3:00 PMSnack Break
3:30 PM Put the social back in social media: How to humanize your brand
Ingrid Kibler, Trend Micro

In the corporate world, and especially in the BtoB one, it's easy to become a talking robot to your audience. Trend Micro's Senior Social Media Manager, Ingrid Kibler, will explain how she put the social back in social media; namely, how she worked internally to humanize her brand externally.
The rise of the #KohlsCash conversation
Nate Koch, Kohl's Department Stores

Manager of Social Marketing Nate Koch will explain how Kohl's used social listening, proactive community management, and paid media to completely shift their Twitter strategy and approach for the space.
4:00 PMSwitch Rooms
4:15 PMCreating an elite social care team
Emerson Cunningham, American Electric Power

Principal Social Media Specialist Emerson Cunningham will share how American Electric Power built out a world class social care team. Not only did they recruit the best and brightest from their traditional customer care team and train them to speak in their brand voice, they also created a brand new social media center. Here, corporate comms and social care sit side-by-side, and together they monitor brand safety, deal with customer complaints, and respond to emergencies.
Social feeds on fire: What to do when the unexpected happens
Leah Schultz, Papa John's

No one hopes to be involved in a brand crisis. But what do you do when it happens to you and your brand? In this talk, Papa John's Director of Social Media & Engagement, Leah Schultz, will discuss how to prepare, activate, and debrief when the unexpected happens.
4:45 PMAdjourn
5:30 PMMember Dinner
Following our afternoon of conversations and Show & Tell talks, we’ll all go out for a fantastic dinner together. We'll walk over as a group to Cafe Pinot. It’s a perfect opportunity to connect with your fellow members before a big day of brainstorming, discussion, and collaboration.

Wednesday, February 27

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 include:

  • The changing landscape of the influencer market -- Led by Ali Kendall, KB Home

  • Live broadcasts in social -- Led by Stephanie Dlugopolski, Johnsonville Sausage

  • How to creatively address competitor attacks using social media -- Led by Chris Kim, Hitachi Vantara

9:30 AMSwitch Rooms
9:40 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 include:

  • Yes and… How to adapt to a reorg -- Led by Jess Horwitz, UnitedHealth Group

  • Navigating the management of multiple Facebook Pages -- Led by Angelique LaRue, Cracker Barrel Old Country Store

  • Moving your social content strategy beyond simple News Feed posts: Livestreams, podcasts, and more -- Led by Marshall Wright, Funimation

10:10 AMSnack Break
10:40 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 include:

  • Facebook brand safety -- Led by George Olexa, Intel

  • Listening tools -- Led by Abby Scott, Hologic

  • Making nice with your Legal team -- Led by Nancy Tovar Huxen, Comerica Bank

11:10 AMSwitch Rooms
11:20 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 include:

  • Reaching new audiences -- Led by Beth Silhasek, Discount Tire

  • Social customer care automation -- Led by Eric Wright, Nissan North America

  • New and emerging social platforms -- Led by Olu Johnson, Charles Schwab

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