Member Meeting 12
November 9-10, 2010

Focus on: Engaging your audience

Thanks to our hosts: SAP and SunGard

SAP and SunGard

We were honored that one of’s founding members, SAP, hosted the case study presentations at its headquarters in Newtown Square, PA.

Special thanks also to SunGard for opening their headquarters’ doors to host the Member Meetings on the second day.

Featuring pre-conference case studies from:


Brian Ellefritz, Senior Director of Social Media Marketing

Learn how SAP is using social media “reporters” to energize a corporate event.

Johnson & Johnson

Marc Monseau, Director of Corporate Communications

Learn how Johnson & Johnson finds ways to interact with people about health issues while still paying attention to the important rules in this regulated field.


Leah Patterson, Web Marketing Manager

Learn how SunGard is building community in a BtoB environment.


Ivy Li, Digital Publicist, and Morgan Baden, Senior Manager of Internal Communications & Social Media

Learn how Scholastic used social media to transform Clubs customers into brand ambassadors.


Kate Bird, Director of Digital Communications Strategy

Learn how Pfizer is communicating via social media with a well-developed and implemented social media policy.


Anna Lingeris, Public Relations Manager

Learn how Hershey’s engaged bloggers in the S’mores experience through conference sponsorship and seasonal outreach.

Discovery Communications

Amber Harris, Manager of Digital Communications, and Gayle Weiswasser, VP of Social Media Communications

Learn how Discovery Channel used social media to turn up the volume and engagement for its intense fans during its annual Shark Week event.


Jonathan Haley, Director of eBusiness

Learn how BlackRock is using the power of social media for internal collaboration — and paving the way for an external strategy.

What the meeting was like

SunGard hosted a sold-out meeting where 50 attendees from more than 30 companies shared, collaborated, and networked for a full day. Our morning theme, “Engaging your audience,” included best practices and lessons learned on how to find, talk, and interact with customers. We talked about some pretty juicy topics like establishing an identity, setting expectations, dealing with detractors, and recognizing fans.

After touring SunGard and a proper lunch of Philly cheesesteaks and pretzels, we held a variety of unconference sessions for members to dive deep on the topics they wanted to discuss. Topics included developing a global social media strategy, social CRM, blogger outreach, crafting appropriate content, and customer service best practices.

We wrapped up our day with FBI Supervisory Special Agent Kevin Burton, who shared some exclusive insights and war stories with us about how the FBI is working to make the internet a safer place… and what we can do to help and for our own protection.

Our guest speaker: Kevin Burton

FBI Supervisory Special Agent Kevin Burton knows better than anyone that we have reasons to be concerned about computer fraud and intrusion — everything from hackers trying to penetrate your website and data to spies and terrorists looking for access to classified information. And we’re honored he’ll share some of his stories at this Member Meeting.

An eight-year veteran of the FBI, Special Agent Burton currently leads a squad on the front lines of computer intrusion cases, which the FBI regards as the “paramount priority” of its cyber program because of the potential threats to national security.

Burton’s bio reads like something out of a movie thriller: After serving in the United States Marine Corps and the NYPD, he was appointed a Special Agent of the FBI in 2002, investigating kidnappings, bank robberies, counterintelligence and counterterrorism. After helping the Philadelphia division of the FBI’s Cyber Squad, Burton was promoted to head up the Computer Intrusion Section, becoming the point man for investigations in 28 of the FBI’s 56 field offices as well as 20 Legal Attaché Offices across the globe. In this role, Special Agent Burton led the Botnet and Romanian Threat Focus Cells, bringing together experts from law enforcement, intelligence, academia and private sector communities.