Member Meeting 19
January 24-25, 2012

Focus on: Social media training programs

Featuring pre-conference case studies from:


Jon Peters, Mobile & Social Media Strategy, Online Marketing

Learn how Advanced Micro Devices is driving awareness, advocacy, and revenue around their gaming contests.


Lora O’Riordan, Manager, Social Media Programs

Learn how United uses Tweetchats to connect with their followers.

Northwestern Mutual

Neal Linkon, Assistant Director, Internet Marketing

Learn how Northwestern Mutual is building a lasting social media engagement and how they’re measuring their success.

Level 3

Ben Bacon, Digital & Social Media Manager

Learn how Level 3 took the “blah” out of “corporate blogging.”


Blair Klein, Executive Director, Emerging Communications

Learn how AT&T brought social media inside the firewall to create powerful business results.

Coldwell Banker

David Siroty, VP, Communications

Learn how Coldwell Banker Real Estate is using video to change the real estate world.


Maria Amezaga, Global Social Media Advisor, Social Media Center of Excellence

Learn how Shell is integrating the social, mobile, and marketing worlds.

Texas Instruments

Aimee Kalnoskas, Worldwide Manager of Community & Social Media, and Forrest Lymburner, Worldwide Community Program Manager

Learn how Texas Instruments uses community as an integrated part of their sales strategy.

What the meeting was like

Nearly 100 social media leaders from 70 big brands gathered in Dallas, Texas at the Old Red Museum on January 25, 2012. Each Council spent the morning in deep conversations about “Social media training programs.” We talked about many topics including how to build a program, how to scale, how to make training accessible and fun, and best practices from those with established training programs.

We spent the afternoon in a series of member-led small group discussions. The conversations centered on subjects like measurement, community management platforms and tools, strategies for emerging platforms, creating and organizing content, and scaling social media globally.

We ended the day in a private discussion with cartoonist Hugh MacLeod, known for his drawings on the back of a business card. He talked about the humanization of companies through social media and noted how interesting it was that social forces us to think differently about ourselves.

Our guest speaker: Hugh MacLeod

What a treat to wrap up our day with cartoonist Hugh MacLeod. The author of Ignore Everybody, who may be best-known for starting his career by doodling on the back of business cards, joined us to share his thoughts on the personal side of social media. A brand, Hugh said, is only a platform to do really interesting things… but where products have their true power is in helping human beings be more human.

Hugh shared lots of thoughtful perspective about being a brand in the social media age, as well as some of his artwork. Learn more about his craft at