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.
From 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.
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.
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.
2:15 PMBreak
2:30 PMOnline 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.
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.
3:00 PMSnack Break
3:30 PM Driving retail conversion with a bootstrapped social budget
Leah Lange and Danielle Krouse, American Greetings

In a marketing world of big budgets, how do you make an impact during the busy holiday season when your available spend isn’t as robust as you’d like it to be? That was the question that American Greetings needed to answer. With leadership laser-focused on upping their game in six specific retail markets, Marketing Managers Danielle Krouse and Leah Lange partnered with their shopper marketing teams to create innovative social media and influencer programs. By focusing on Amazon and Target campaigns, they were able to drive shoppers to retail and ecommerce. Join this presentation to see examples of the content they used, how they leveraged influencer-generated content, and how they attributed sales back to social.
Beyond 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.
4:00 PMBreak
4:15 PMSocial listening analytics: Integrations and processes
Matt Serrao, Nu Skin Enterprises

How do you integrate social listening analytics in other areas of your company? Matt Serrao, Nu Skins Enterprises' Director of Corporate Digital Communications, will discuss the steps they've taken to get buy-off and integration with other teams, including their data analytics, IT, sales, marketing and data compliance.
Show & Tell
Speaker coming soon!
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
  • Social media for PR distribution -- Led by Ann Marie Gothard, Henry Schein
  • Evaluating social tools -- Led by Amber Campeau, 3M
  • Influencing demand gen campaigns -- Led by Michelle Lahey, Kronos
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:
  • Keeping up with UGC to stay relevant -- Led by Harry Colby, Cargill
  • Managing social media content in multiple countries -- Led by Majo Lopez, Xerox
  • The future of social media marketing -- Led by Jennifer Heyman and Jennifer Manger, Wells Fargo
  • Brand protection and content safety -- Led by Lauren Ong, Dropbox
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:
  • How brands are leveraging spokespeople -- Led by Ingrid Kibler, Trend Micro
  • Employee advocacy and leveraging your internal influencers -- Led by Jamie Segall, Hilton Grand Vacations
  • Maintaining and sharing your social subject matter expertise (SME) -- Led by Maureen Fitzgerald, United Technologies Corporation
  • Plus more coming soon!
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 coming soon!
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