Member Meeting 16
June 20-21, 2011
San Francisco

Focus on: Social media metrics and ROI

Thanks to our hosts: Intel and Yahoo!

Intel and Yahoo!

We were honored that members offered to host these Member Meetings!

The Red Council met at Intel’s Headquarters in Santa Clara, CA. Intel is a founding member of, and we appreciate their consistent and overwhelming support. Big thanks to Kelly Feller, Becky Brown, and the entire Intel team for arranging this visit for us.

Yahoo! hosted the Blue Council meeting at their campus in Sunnyvale, CA. We appreciate Kerry Lange, Barbara O’Connor, and everyone at Yahoo! for welcoming us into their home.

Featuring pre-conference case studies from:


Maria Poveromo, Group Manager, Social Media and Jennifer Kremer, Senior Manager, Product Marketing Creative Suite

Learn how Adobe is using social media to connect and engage with fans in new ways.


Becky Brown, Director, Social Media

Learn how Intel is listening, learning, and changing its engagement strategy to better connect with fans.

InterContinental Hotels Group

Nick Ayres, Senior Manager, Social Media

Learn how InterContinental Hotels Group used online communities to jumpstart its global social media programs.


Jennifer Dominiquini, DVP, Customer Analytics & Social Media

Learn how Sears Holdings Corporation built and engaged their community.


Betsy Burkett, Director, Digital Media & Marketing and Gretchen de Castellane, Senior Manager, Community & User Experience

Learn how Mattel is reaching and engaging with boys of all ages via social media.

Kaiser Permanente

Vince Golla, Digital Media and Syndication Director

Learn how the nation’s largest managed care organization built a social media network to drive fantastic customer service.


Mark Yolton, Senior Vice President

SAP shares how eight years of experience has matured their social media program.

What the meeting was like

More than 60 people from 40 big brands joined us at our two Member Meetings in Silicon Valley on June 21, 2011. The morning theme for both meetings was “Social media metrics & ROI.”

The Red Council met at Intel headquarters and, in the morning sessions, discussed topics like the metrics that matter most, obtaining executive buy-in, the most effective listening and publishing tools, and reporting. We spent the afternoon in a series of member-led discussions including creating and managing content calendars, managing global expansion, and obtaining budget for resources and staffing. We ended the day in a private conversation with Chip Conley, founder and CEO of Joie de Vivre Hospitality and author of PEAK, who talked with us about how to better prioritize the needs of customers and stakeholders to transform and energize our companies.

The Blue Council met at Yahoo! headquarters and, in the morning conversations, talked about the value of focusing on engagement, creating a solid dashboard, financial KPIs, and how to benchmark against other companies. The afternoon member-led unconferences included conversations about best practices for B2B social media, team structure, and measuring the value customers get from community participation. We ended the day in a private conversation with Guy Kawasaki who shared his thoughts on social media and how to be an enchanting company.

Our guest speakers: Guy Kawasaki and Chip Conley

We were excited to have Guy Kawasaki — chief evangelist of Canva, a graphics-design online service, and an executive fellow at the Haas School of Business at U.C. Berkeley — join us for a private conversation at Yahoo! headquarters.

Guy was formerly an advisor to the Motorola business unit of Google and chief evangelist of Apple. He is also the author of APE, What the Plus!, Enchantment, and nine other books. Kawasaki has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

We were also thrilled to have Chip Conley — founder and former CEO of Joie de Vivre — join us for an exclusive chat at Intel headquarters.

Chip shares his unique prescription for success in his book, PEAK: How Great Companies Get Their Mojo from Maslow, based on noted psychologist Abraham Maslow’s iconic Hierarchy of Needs. His previous books include The Rebel Rules: Daring to be Yourself in Business, and Marketing That Matters: 10 Practices to Profit Your Business and Change the World. Chip presents his theories on transformation and meaning — in business and life — to audiences around the world and he’s been a featured speaker at TED.