SocialMedia.org Fall Board Meeting

Show & Tell: Building a robust executive thought leadership program that demonstrates value

Ali Clauson, T-Mobile

What does it take to build a robust executive social media program, and how do you demonstrate its ROI? Ali Clauson, T-Mobile’s Senior Lead of Executive Social Media, shares how you can structure, support, measure, and report on the value for your leaders. Using examples from T-Mobile’s award-winning program, she’ll discuss how to build a plan to manage your top executives’ social media presence – from strategic ideation, to content creation, publishing, response strategy and attributing value to the business and executives.

Show & Tell: Maximizing budget for a holistic social-first campaign

Carolyn Cohen, H&R Block

When you get the resources for an innovative, holistic social media campaign, how do you make the most out of that opportunity – especially if you’re a traditional financial services company? Join H&R Block’s Senior Marketing Manager, Carolyn Cohen, as she shares how they pushed the envelope with their “Responsibility Island” social-first campaign. She’ll share a behind-the-scenes look at how they were able to get a majority of the campaign’s media budget for social media, optimized paid and organic content strategies for the campaign, and secured the social-first resources to make it a successful onsite shoot.

Show & Tell: Social media’s impact: Measuring your brand’s cultural relevance

Megan Stinn, The J.M. Smucker Company

When leadership asks for data to support your gut instincts, how do you translate the seemingly intangible into meaningful KPIs? Join Megan Stinn, Social Strategy and Activation Lead for The J.M. Smucker Company’s pet brands, as she discusses scoring impact for program initiatives like UGC, Surprise and Delight, and off-feed commenting, to quantify their cultural relevance with target audiences. She’ll review their scoring methodology, early wins, ongoing challenges, and plans for scaling this measurement standard across the 30+ brands in their portfolio.

Show & Tell: Social care 2.0: Up-leveling care teams with a personalized approach

Mike Disser and Ashton Rosati, Nissan

How can you optimize your social media care efforts to provide a more personal approach that builds brand loyalty while ensuring customers get the answers they need? Join Nissan’s Mike Disser, Manager of Social Media Customer Experience, and Ashton Rosati, Team Lead of Social Media Customer Experience, as they share strategies they’ve used to up-level their social care team, including implementing a “writer’s room” approach to refine care responses and creating a surprise and delight program to enhance customer experiences.

Show & Tell: Livestreaming for BtoB brands: Engage your audience, humanize your brand

John Rocker, Dynatrace

Connecting with your audience in fresh and exciting ways is an ongoing challenge for many BtoB brands. How do you balance educating prospects while simultaneously humanizing your brand? Join Dynatrace’s Social Media Director, John Rocker, as he takes you behind the scenes to share his team’s success from turning traditional webinars on their head through livestreaming, and how your brand can, too.

Show & Tell: Social media crisis response: Building critical playbooks

Julia Meder, Edward Jones

Whether it’s an unprecedented global invasion or an internal emergency, having a usable, social-specific crisis response and pause playbook is critical to your company’s brand. Join Julia Meder, Enterprise Communications Strategist at Edward Jones, as she shares the key components for creating your own social media crisis playbooks and pause protocols, how to proactively build reputation management into your social media program, and escalation best practices for organizations of all sizes.

Show & Tell: Tech stack adoption: Buy-in and governance best practices

Megan McDonald, Boston Scientific

Many of us spend months fighting for the buy-in and budget for various SMMS, listening, or security tools, but then are left with low user engagement or adoption rates post-onboarding. Join Megan McDonald, Senior Manager of Global Social Media Operations at Boston Scientific, as she shares how to work with global and departmental stakeholders to gain widespread adoption of your tools, evaluate your tech stack to be sure you have the right tools in place, and ensure governance practices are upheld and understood across the enterprise.

Show & Tell: Building a comprehensive social listening program to safeguard brand reputation

Carly Pietrzak, United Airlines

Your brand’s reputation can change in an instant. How do you stay ahead of the curve and keep situations from spiraling out of control? Learn how the social media intelligence team at United Airlines identifies, minimizes, and mediates internal and industry-wide crises. Carly Pietrzak, Senior Manager, Social Media Intelligence, will share how she works hand-in-hand with departments across the organization to defuse or de-escalate potentially brand damaging issues and incidents.

Show & Tell: Influencer programs’ evolution: The constant demand for more

Amy Ortega, University of Phoenix

In increasingly complex and evolving digital spaces, how do you take an influencer program to the next level? When struggling to cut through the noise and create original, engaging content, what strategies drive consistently strong organic and paid performance? Join Amy Ortega, Senior Director of Social Media at the University of Phoenix, as she empowers us with her story of taking an influencer program from zero to hero in three years, including launching a proactive short-form video strategy, testing creative assets, and adding headcount. She’ll also discuss their plans for staying nimble amidst perpetual industry change. 

Show & Tell: The secret sauce of virality: How to give your content the best chance to go viral

Roland Cailles, MGM Resorts International

As social media managers, we all dream of creating viral moments for our brands but making that dream a reality is often easier said than done. Join Roland Cailles, Director of Social Marketing for MGM Resorts International, to learn the secret sauce of virality and how your brand can take advantage of trends, cultural moments and partnership opportunities to get millions of views on your content.

Democratizing social media data across the enterprise

Lee Henderson, US Bank

How can making social media data more readily available enable internal partners to make faster, data-driven decisions? Join Lee Henderson, VP Issue Management & Social Media Intelligence at US Bank, for this candid discussion that will explore best practices for using social media data to build trust, credibility, and utilization across your organization.

Bringing paid social media in house – is it worth it, and what does it take?

Victoria Venere, Cisco

Bringing your paid social media in-house is a huge endeavor with potentially costly pitfalls – so how do you know if it’ll be worth it? Join Cisco’s Senior Manager of Social Media, and communities, Victoria Venere, for a confidential, in-depth discussion on what it takes to move your paid social media program in-house. We’ll discuss how we’re determining appropriate staffing levels, ensuring our tech stack is equipped to make the transition successful, and managing internal expectations along the way.

Tailoring employee advocacy programs to engage employees across roles

Alexis Dredden, Boomi

How can you create an employee advocacy program that serves the needs of all employees, from executives to sales agents? Join Alexis Dredden, Senior Social Media Advisor at Boomi, for an off-the-record conversation on efficiently customizing your employee advocacy program to resonate with different organizational roles. Hear about strategies for encouraging participation, as well as creating social self-sufficiency across the organization.

Forward-leaning social content: Navigating risk acceptance

Keith Kaufelt, CarMax

How do you balance creating trend-forward social media content while adhering to the guidelines set by your legal and regulatory teams? Join Keith Kaufelt, Manager of Brand Experience at CarMax, to discuss establishing risk acceptance within your marketing department. This confidential conversation will delve into navigating legal guidelines and exploring strategies to help your organization creatively work within these constraints to produce buzz-worthy social media content. 

Social media channel audits & measurement: Maximizing effectiveness

Nicole Serena, Caterpillar

How does your company approach auditing and measuring the effectiveness of social media accounts when platforms are constantly changing? Join Caterpillar’s Digital and Social Media Strategist, Nicole Serena, as we delve into how and how often you should be auditing your channels. In this members-only conversation, we’ll discuss which KPIs to focus on, what actions to take when channels are underperforming, and when/how to share channel performance with leadership. 

Improving brand reputation through strategic community engagement

Victoria Wilson, AMD

How do you marry proactive community engagement with reactive social media customer care to improve brand reputation? Join Victoria Wilson, AMD’s Manager, Social Media Center of Excellence and Governance, in a discussion about strategies to turn online negativity into brand positive, fan-making moments. We’ll discuss how we’re balancing social listening and routing automation, ensuring key moments get a human touch, and which platforms are the best place to engage with our customer and fan communities. 

Overcoming leadership objections to social media’s value proposition

Amanda Jaeger, Walmart

How can you use feedback from social media to drive strategic decision-making across your organization? When it comes to presenting social media’s impact on business results, which metrics matter most to your C-Suite, and why? Join Amanda Jaeger, Senior Manager of Global Communications at Walmart, for a discussion on sharing your social media wins with leadership. We’ll explore how to present social media as a partnership tool that leaders want to use for better brand visibility, decision-making, and risk mitigation. 

Social Media Governance: Navigating enterprise-wide challenges

Vicky Guerrero, Synchrony

Governance can be the bane of any social media leader’s existence, but especially one who ensures standards and regulations are being met at a house of brands with multiple lines of business. Join Vicky Guerrero, the AVP of Social Media at Synchrony, to discuss governance challenges and concerns, current structures and systems, how you manage access to account passwords, and best practices for conveying the value and importance of governance internally.

Generative AI for social media: Insights, applications, and future directions

Josh Feyen, American Family Insurance

Discover the potential of generative AI for social media creation, management, and more. Since the dawn of ChatGPT, American Family Insurance’s Senior Customer Experience Specialist, Josh Feyen, has explored and implemented GenAI technologies for social media, identifying practical use cases and developing a comprehensive prompt library. Having taught thousands within his organization about compliant and efficient GenAI use, Josh is eager to share a few insights and spark conversations on leveraging AI to elevate our work in social media.

Global social media: Getting your house in order with strong governance

Brandon Chan and Kirsten Salmanowicz, 3M

As a global brand, how do you structure enterprise social media governance to set stakeholders up for success? Join 3M for a candid discussion on enforcing policies and processes that teams want to embrace. Kirsten Salmanowicz, Senior Manager of Global Media Technology and Governance, and Brandon Chan, Media Technology Strategist, will lead a benchmarking conversation to explore what’s on our housekeeping checklists, how approaches differ by region, and the tools and SOPs that make global collaboration less of a headache.

Agency relationships: When to stop, start, or continue support?

Nicole Emerick, Allstate

If your agency partnership needs an overhaul, what steps can you take to close the gap? Join Nicole Emerick, Director of Allstate’s Social Media Center of Excellence, for a discussion on evaluating agency support that meets your brand goals without exhausting your bandwidth. From boundary setting to breaking up and finding a new partner, think of this conversation as a therapy session for improving agency relationships.

Amplifying event sponsorships with a social-first engagement strategy

Jennifer Schneider and Cam Robbins, Zurich North America

When your brand partners with a large event, what are the best strategies for increasing awareness and exciting your audience? After your event wraps, how do you measure the impact and success of your brand’s involvement? Join Zurich North America for a conversation on getting social media to the forefront of sponsorship activations. Jennifer Schneider, Vice President and Head of External Communications and Cam Robbins, Senior Manager of Digital Communications, will share their experience as the title sponsor of a PGA Tour tournament, and facilitate an open discussion on leveraging social media to maximize audience reach – on and off the playing field.

Putting the care in your social media customer care program

Marcus Story, Delaware North

Are you equipping your social media care team with the resources it needs to source customer and product insights effectively? When it comes to business intelligence, what’s actionable, what’s not, and which tools make sense? Join Marcus Story, Director of Customer Experience at Delaware North, for a discussion on caring for our teams and customers in measurable ways. Share tips and tricks for optimizing your care program, including creating a knowledge repository, improving response times, and celebrating agent performance.

Member-Led Discussion #16 – Coming soon!