Member Meeting 49 Agenda:
Tuesday, July 16
(Members and Invited Guests)
| 12:00 PM | Lunch 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. |
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| 12:50 PM | Choose Your Show & Tell Talk and Head to the Room | |
| 1:00 PM | Social 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 PM | Switch Rooms | |
| 1:45 PM | Social 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 PM | Switch Rooms | |
| 2:30 PM | Leveraging 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 PM | Snack 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 PM | Switch Rooms | |
| 4:15 PM | Is 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 PM | Adjourn | |
| 5:30 PM | Member 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. |
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Wednesday, July 17
(Members Only)
| 8:00 AM | Breakfast 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 AM | Member-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:
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| 9:30 AM | Switch Rooms |
| 9:40 AM | Member-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:
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| 10:10 AM | Snack Break |
| 10:40 AM | Member-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:
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| 11:10 AM | Switch Rooms |
| 11:20 AM | Member-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:
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| 11:50 AM | Head to Lunch |
| 12:00 PM | Lunch 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 PM | Unconference Round 1 |
| 1:40 PM | Break |
| 1:50 PM | Unconference Round 2 |
| 2:20 PM | Snack Break |
| 2:50 PM | Unconference Round 3 |
| 3:20 PM | Break |
| 3:30 PM | Unconference Round 4 |
| 4:00 PM | Adjourn |