Member Meeting 49

July 16-17, 2019 • Philadelphia

Members only. Confidential. Conversations.

Member Meeting 49 Agenda:

Tuesday, July 16

(Members and Invited Guests)

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 PMSocial media marketer or event planner?
Anne McGraw, Nissan North America

Learn why Nissan North America is embracing events and activations as their primary mechanism for creating social media conversation, shifting brand opinion, and working with influencers and media partners. Senior Manager of Social Media Marketing Anne McGraw will demonstrate this by sharing two case studies with lessons learned and tips and tricks for your own program.
Let's talk about "lift" and how to achieve it with value-based content marketing
Jeremy Humphries, Farmers Insurance

Social Media Manager Jeremy Humphries will share insights from Farmers Insurance's conversion lift study in which they tested new, value-based content marketing strategies against traditional performance ads. He'll talk about what led them to test this unique kind of content marketing and what impact it has had on getting customers through the funnel (quotes y'all).
1:30 PMSwitch Rooms
1:45 PMSocial marketing through live video
Nader Ali-Hassan, Comcast

Executive Director of Social Marketing Nader Ali-Hassan will share how Comcast transformed perceptions of social media marketing through the use of live video.
Building super fans in a regulated industry
Tamara Scott, Vanguard

Social Media Channel Manager Tamara Scott will share a story on how Vanguard fostered client engagement in a regulated industry, which culminated in a client visit to headquarters. She'll walk us through how it all started with her reaching out to a fan-run 'Friends of Vanguard' Facebook Group, plus details on the visit that include exclusive talks with leadership from their Personal Advisor Services, meet and greets with the social media team, photo ops, and more.
2:15 PMSwitch Rooms
2:30 PMLeveraging awareness days to amplify your brand
Abigail Scott, Hologic

With over 40 products in the Hologic portfolio, their Marketing teams always have content to share with customers around the world. But how can Hologic leverage brand content and events (e.g. Fibroid Awareness Day, Women's History Month, etc.) to amplify their larger company purpose, passion, and promise? Global Integrated Marketing Manager Abigail Scott will explain how with two case studies to help ensure you are maximizing your online efforts, whether you're promoting National Pizza Day, Earth Day, or Mustache March.
Using social media training to drive business outcomes
Jayme Meyer, ExxonMobil

In a risk-averse, rule-following, 135-year-old organization, it can be a challenge to convince people to engage in a real way on social media. Digital and Social Media Manager Jayme Meyer will share how her team is deploying a multi-pronged training program to help their public affairs colleagues personally and professionally use social media to drive business outcomes.
3:00 PMSnack Break
3:30 PM Social business intelligence: Understanding the conversation about your business
Nicholas Sucich, United States Postal Service

The United States Postal Service's Manager of Digital Communications, Nicholas Sucich, will discuss the overall value of social business intelligence within your organization. He'll talk about the path to establishing a program, sharing ownership between departments, getting buy-in from across the organization, funding, and finally, implementation.
Transforming social content for a BtoB world: From brand messages to customer conversations
Emily Sechrist, Intel

Global Social Media Strategist Emily Sechrist will share how Intel is transforming their social content strategy from a BtoC brand focused on selling a chip to a BtoB company focused on data. She'll explain how they’re shifting their strategy to create meaningful customer conversations.
4:00 PMSwitch Rooms
4:15 PMIs it really a crisis? How to know for sure.
Jen Hartmann, John Deere

Clearly defining a "crisis" on social can be challenging. In fact, otherwise insignificant issues can spark fear in leadership when they see it on social media. Social Media Manager Jen Hartmann will share how John Deere uses a suite of tools to monitor buzz, brand perception, media coverage, and social media to accurately define an issue and make data-driven vs. emotionally-driven decisions.
Leveraging social marketing to drive both online and offline consumer journeys
Karen O'Brien, Signet Jewelers

Social media content, engagement, and paid advertising can help drive customers to your website, but how can brands also drive consumers to their store? Vice President of Media and Social Media Karen O'Brien will share how Signet Jewelers drives both online and offline KPIs through social journeys. She'll talk about the approaches you can use to understand the impact of social media on in-store visits and sales -- and most importantly: how to measure it.
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.

Our members at Comcast have offered to host us at their headquarters, which happens to be the tallest building in Philadelphia. We'll be dining on the 27th floor of the impressive Comcast Technology Center. It’s a perfect opportunity to connect with your fellow members before a big day of brainstorming, discussion, and collaboration.

Wednesday, July 17

(Members Only)

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:

  • Becoming thought leaders -- Led by Chad Parizman, Pfizer

  • YouTube strategy -- Led by Lauren Gaglio, Henry Schein

  • Consumer-driven storytelling to increase followers -- Led by Brynn Zech, TE Connectivity

  • How is your social team working across business units? -- Led by Cici Ghattas, Discovery Inc.

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:

  • Using CRM data to personalize ad delivery and drive efficiency -- Led by Erin Haas, Safelite AutoGlass

  • LinkedIn for BtoB and employee engagement -- Led by Emily Finley, Marvin Windows and Doors

  • BtoC Influencers -- Led by Colleen Sokolik, MetLife

  • How is your social team structured? -- Led by Linda Lollo, Big Lots

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:

  • Paid social media strategy -- Led by Shelley Crockett, Choice Hotels International

  • Social engagement for BtoB -- Led by Robert Johnson, Paychex

  • Elements of a successful employee social advocacy program -- Led by Jess Hoeler and Andy Rose, Amica Mutual Insurance

  • Managing management with metrics -- Led by Doug Busk, Emory University

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:

  • Launching a new social channel -- Led by Heather D'Amico, Travelers

  • The critical elements of a world-class social care operation -- Led by Lynne DeRoche, Marriott International

  • Harnessing the power of UGC: From superfan to brand ambassador -- Led by Carly Nusser, Johnsonville Sausage

  • Agency relations and management -- Led by Kathleen O'Brien, Phillips 66

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.
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