SocialMedia.org

Board Meeting 52

February 25-26, 2020 • San Francisco

Brands only. Confidential. Conversations.

Board Meeting 52 Agenda:

Tuesday, February 25

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 PMHandling a CxO transition on social
Chris Kim, ServiceNow

ServiceNow recently announced unexpectedly that their CEO was leaving to become the CEO of Nike, while simultaneously announcing their new CEO that same day. They overcame initial negative and confused sentiment by providing integrated messaging across shared, earned, and owned media – and now they're executing a "First 100 Days" social plan for the new CEO. Social Media Director Chris Kim will explain how they did it, and how crisis comms, executive comms, social listening, employee advocacy, and internal comms can work together during unexpected leadership changes.
Guidelines for influencer management – The good, the bad and the legal
Lynne DeRoche, Marriott International

To help wrangle the Wild West of influencer management, Marriott recently rolled out a global framework to guide consistent criteria for selection, contracting, compensation, and payment. Vice President of Digital & Social Marketing Lynne DeRoche will share the approach and lessons learned from that rollout, including what worked, what failed, and more about IRS tax laws than any of us care to know.
1:30 PMBreak
1:45 PMSocial leads the way with lead generation
Eric Ellis, Honeywell

In their "iconic buildings" campaign, Honeywell showed how their technology makes treasured, iconic places hum along with Honeywell Building Technologies. Global Social Media Lead Eric Ellis will discuss how PR, digital, and social worked together for the very first time. He’ll talk through how this social-first campaign led to off-the-charts success in lead generation – including on Facebook, a platform often overlooked by BtoBs.
Social listening analytics: Integrations and processes
Matt Serrao, Nu Skin Enterprises

Matt Serrao, Nu Skins Enterprises' Director of Corporate Digital Communications, will discuss the steps they've taken to get buy-in and integration with other teams, including their data analytics, IT, sales, marketing, and data compliance. He’ll share his plans for the future of this integrated approach and his concerns about what it means to be sharing social data beyond the social media team.
2:15 PMBreak
2:30 PMFrom top funnel to bottom line: The ROI of awareness & consideration strategies
Nicole Johnson, Synchrony

Synchrony VP of Social Media Nicole Johnson will explain how to demonstrate the value of building brand awareness and consideration through bottom-line focused metrics.
Telling your story on Instagram with video and podcasts
Sidney Alvarez, Con Edison

This session is for the communicators looking to burst the boring corporate messaging. Our audiences crave infotainment! And when it comes to content creation, Con Edison covers it all and ties it back to their specific business — running the energy grid of New York City. Media Relations Manager & Social Strategies Sidney Alvarez will explain how podcasts and videos can be produced on a bootstrapped budget with everyday equipment.
3:00 PMSnack Break
3:30 PM Building an enterprise social governance strategy
Phil Long, Farmers Insurance

Where are we and where do we want to be? Farmers Insurance has been working to define their vision for social media through a series of strategy mapping exercises in order to align social to their larger goals as a company. Join Social Media Program Manager Phil Long as he walks through their application and analysis of a social media maturity curve that helped them define their desired future state. He'll discuss Farmers' steps to building a social governance framework, a strategy for ownership and accountability, and getting buy-in from senior leaders.
Social activation at CES
Christo Mitov, HERE Technologies

HERE Technologies' Christo Mitov will share how HERE Technologies employed social listening to own the conversation in their industry category at the biggest tech show of the year by transitioning their technology into real-time human benefit for the attendees of the 2020 Consumer Electronics Show.
4:00 PMBreak
4:15 PMBeyond FAANG: The methodology of exploring new social channels
Sandhya Simhan, Intuit

How much of your working media budget goes to FAANG? How does your marketing organization discover and test into new marketing channels that don't utilize the data walls of these primary channels? Sandhya Simhan, the Digital Innovation Lead at Intuit Quickbooks, has been exploring these questions for the last year and a half and has a few suggestions on methodologies, criteria for channel evaluation, and learnings from recent pilots.
Online review management: Protecting reputations AND driving business goals
Vince Golla, Kaiser Permanente

Kaiser Permanente started to holistically manage physician and facilities reviews in 2013. Today, their online review management practice has grown and evolved well past review response. Director of Social Media Vince Golla will share how their process helps drive better business decisions and extends the visibility of reviews into their C-suite.
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, February 26

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 Your 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:
  • Influencers and content creation -- Led by Anisah Parks, VF Corporation
  • Khoros hack aftermath: Will you stay or will you go? -- Led by Petra Neiger, Flex
  • Social media for PR distribution -- Led by Ann Marie Gothard, Henry Schein
  • Humanizing your BtoB brand -- Led by Alison Wood, Panasonic
9:30 AMBreak
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:
  • Building out a command center using Sprinklr's module -- Led by Cara VanCleave, Papa John's International
  • Managing social media content in multiple countries -- Led by Majo Lopez, Xerox
  • Influencing demand gen campaigns -- Led by Michelle Lahey, Kronos
  • The future of social media marketing -- Led by Jennifer Heyman and Jennifer Manger, Wells Fargo
10:10 AMSnack Break
10:30 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:
  • Evaluating social tools -- Led by Amber Campeau, 3M
  • Managing risk in a regulated and matrixed organization -- Led by Elyse Berkowitz, Capital One
  • Maintaining and sharing your social subject matter expertise (SME) -- Led by Jacqueline Iacovazzi, United Technologies Corporation
  • How brands are leveraging spokespeople -- Led by Ingrid Kibler, Trend Micro
11:00 AMBreak
11:10 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:
  • Keeping up with UGC to stay relevant -- Led by Harry Colby, Cargill
  • Responding to the LinkedIn Elevate changes -- Led by Amanda Gebhard, Boston Scientific
  • Creating a deep listening practice -- Led by Elizabeth Houston, Workday
  • Brand protection and content safety -- Led by Lauren Ong, Dropbox
11:40 AMLunch Discussions
12:30 PMHead to Your Unconference Room
12:40 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?

12:45 PMUnconference Round 1
1:15 PMBreak
1:25 PMUnconference Round 2
1:55 PMSnack Break
2:10 PMUnconference Round 3
2:40 PMBreak
2:50 PMUnconference Round 4
3:20 PMAdjourn