Member Meeting 50

Member Meeting 50

October 8-9, 2019 • Chicago

No Vendors. Confidential. Conversations.

Member Meeting 50 Agenda:

Tuesday, October 8

(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.
12:45 PMChoose Your Show & Tell Talk and Head to the Room
1:00 PMInfluencer marketing: A slam dunk
Jim Durkin & Chris Kernstock, Red Lobster

Together, we'll see how an inventive, influencer-driven marketing approach tied the Red Lobster brand to a culturally relevant event – the NBA Slam Dunk Contest. Digital Brand Manager Jim Durkin and Marketing Assistant of Social Content Chris Kernstock will walk through concept ideation, details on execution, and how the team delivered on metrics to make this campaign a success.
Burning down the house: Moving away from a CoE model
Meg Fligg, Georgia-Pacific

Five years ago, Georgia-Pacific lovingly built a social media Center of Excellence to coordinate and manage 7+ consumer brands. Last year, they threw a match at it and burned it down. Director of Social Media Meg Fligg will explain why and how they did it.
1:30 PMSwitch Rooms
1:45 PMWhat's the real story? Instagram Stories
Carla Meyer, Logitech

Logitech has seen significant growth on Instagram in the last 1.5 years since they've prioritized the platform. Head of Global Social Carla Meyer will talk about how the brands in the Logitech family have leveraged Instagram Stories in their content strategy to drive the growth of their community and increased their web traffic and engagement. She will share the latest learnings on the platform and what you can apply to your brand.
Launching an employee advocacy program
Kristen O'Neill, TransUnion

Social Media Manager Kristen O'Neill will share an inside look at how she's gotten two employee advocacy programs off the ground, starting from the initial process of getting buy-in, to selecting and onboarding participants -- all the way through ongoing engagement and scaling. Kristen will talk about what worked well, unexpected challenges, and what she'd do differently next time.
2:15 PMSwitch Rooms
2:30 PMDigital advocacy: Tweet, lobby, repeat
Siobhan Murray and Jackie Iacovazzi, United Technologies Corporation

United Technologies Corporation's social media team has strategic methods and stringent brand guidelines for their corporate social media presence as well as their businesses' (Pratt & Whitney, Collins Aerospace, Otis Elevator, and Carrier). Learn how UTC's Government Relations team was able to develop their own Twitter feed separate from Corporate Communications, why having a policy-focused channel is the right move, how the team got leadership buy-in, and ways in which the channel influences local, federal, and international policymakers every day. Siobhan Murray and Jackie Iacovazzi will outline the key factors to why it’s been a successful social feed, including the team's recent media win with an event on Capitol Hill that drew over 25 members of Congress.
From UGC to UGA: How Rust-Oleum saved money with user-generated ads
Lindsay Scott and Lisa Bialecki Young, Rust-Oleum

Social Media Manager Lindsay Scott and Senior Director of Integrated Communications Lisa Bialecki Young will talk about how Rust-Oleum saved 75% on creative production costs by using consumers to create content for their latest ad campaign. Whether you're responsible for social ads or organic content, learn how to get consumers to create UGC that you'll actually want to use and that will save you money on your next campaign.
3:00 PMSnack Break
3:30 PM Signal-based paid social: Let the consumer drive
Derek Schoen, MGM Resorts

Getting the right message, to the right consumer, at the right time is a lot easier when you listen to what consumers are telling you -- or better yet, let their actions do the talking. Director of Media Innovation Derek Schoen will explain MGM Resorts' new signal-based social media campaigns, how they are using brand awareness to drive tangible direct response results, and why this is the future for each and every brand on social.
The quest for brand consistency: Guidelines, training, and the power of saying 'no'
Molly James-Lundak, AbbVie

Senior Director of Corporate Digital Marketing Molly James-Lundak will share how AbbVie manages the ongoing quest to deliver a consistent brand when content comes from 50 different places. Molly will cover their guidelines, training process, and how they push back to protect the brand. Over the past five years they've made significant progress, but revolving doors and changing trends and tastes require diligence in putting your best brand forward.
4:00 PMSwitch Rooms
4:15 PMUtilizing real-time social alerts for crisis, competitors, content, and intel
Kate Porter, Fidelity Investments

How do brands utilize real-time alerts to help detect and monitor a brand crisis? Have you capitalized on an opportunity because of real-time information received? What real-time business intel can be provided to cross-functional teams? Fidelity Investments' Social Media Director, Kate Porter, will talk about how they utilize real-time social alerts for crisis, competitors, content, and intel.
Listen and subscribe: Developing and socializing a corporate podcast
Tyler Litchenberger, Toyota

Have you ever learned something new about your company and thought, "Wow, that would make a great podcast episode?" Well, Tyler Litchenberger and her team at Toyota lived through that scenario and ended up starting a podcast called Toyota Untold. Tyler will explain how they developed and marketed their corporate podcast both internally and externally from start to finish – including how they promoted it on social media, leveraged partners and influencers, and their paid, earned, and owned strategy.
4:45 PMHappy Hour
5:45 PMMembers Head Over to Member Dinner
6:00 PMMember Dinner
Following our afternoon of conversations and Show & Tell talks, we’ll all go out for a fantastic dinner together at Rivers Restaurant. It’s a perfect opportunity to connect with your fellow members before a big day of brainstorming, discussion, and collaboration.

Wednesday, October 9

(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).
8:50 AMChoose a Member-Led Discussion and Head to the Room
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:

  • Social media consolidation: Cleaning up your brand's social presence -- Led by Kristyl Hawkins, Hilton

  • Successfully utilizing social media for customer care and engagement -- Led by Gwin Londrigan, Publix Super Markets

  • Keeping employees active in your sales enablement program -- Led by Julie Hesson, T. Rowe Price

  • Getting alignment and working with teams outside your own -- Led by Susan Chang, Dropbox

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:

  • Influencers: Where are we headed in 2020? -- Led by Dan Phelps, Wells Fargo

  • What's keeping your executives from using social media? -- Led by Tom Buchheim, American Family Insurance

  • Prioritizing to get the most out of Khoros -- Led by Matt Serrao, Nu Skin Enterprises

  • Leveraging change management for social innovation -- Led by DJ Hamm, Securian Financial

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:

  • Social listening 2.0: Deep listening -- Led by Becky McKeown, Delaware North

  • Planning for organic in a paid world -- Led by Sanjay Teckchandani, Kohler

  • Social media for in-person events -- Led by Cameron Robbins, Zurich in North America

  • Restructuring your social team for the future -- Led by Kirsten Hamstra, Lenovo

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:

  • How to get the most out of Sprinklr -- Led by Jessica Ford Liang, Nissan North America

  • Leveraging Facebook Groups for your brand -- Led by Kristin Ewing, Express Employment Professionals

  • Telling the story of a complex BtoB company on social -- Led by Adam Johnson, Cargill

  • Evaluating your content marketing strategy -- Led by Tristin Bates, Pearson Education

11:50 AMLunch Discussions
12:40 PMHead to Your Unconference Room
12:50 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.
12:55 PMUnconference Round 1
1:25 PMBreak
1:35 PMUnconference Round 2
2:05 PMSnack Break
2:15 PMUnconference Round 3
2:45 PMBreak
2:55 PMUnconference Round 4
3:25 PMAdjourn