Member Meeting 22
July 18-19, 2012

Focus on: Social media metrics and ROI

Featuring pre-conference case studies from:


Greg Gerik, Social Media Leader, /Transform

Learn how 3M leverages their collaborative culture to drive social business.


Renee Horne, Director of Digital and Social Media Engagement

Learn how FedEx is making social media work for business, culture, and reputation.

Kraft Foods

Beth Reilly, Digital and Social Marketing Lead

Learn how Kraft Foods is experimenting in the social TV space.

Miller Coors

Lisa Zimmer, Digital & Consumer Outreach Specialist, and Sonal Mehta, Digital Media Specialist

Learn how MillerCoors simultaneously manages big-picture corporate and grassroots brand messaging in social media.

US Cellular

Sherri Maxson, Director of Digital Marketing & Social Media, and Jessica Masterson, Social Media Manager

Learn how U.S. Cellular builds relationships by empowering their network of passionate store associates and local advocates.


Tyler Bahl, Brand Engagement & Media Manager, and Angela Scibelli, Brand Engagement Coordinator

Learn how Reebok consolidated their platforms and got fit for social.

American Family Insurance

Michele Wingate, Social Media Manager

Learn how American Family Insurance became an early adopter of Pinterest and made it a key part of their social media strategy.


Lauren Vargas, Community Management Strategist

Learn how Aetna is using community management to succeed in a heavily regulated industry.

What the meeting was like

We gathered on July 19 at the Gleacher Center in Chicago for a day full of in-depth conversations, questions, answers, and collaboration amongst social media leaders at big brands. Across our three Council meetings, we had over 130 representatives from more than 90 brands! Our theme for the morning discussion was “Social media metrics & ROI.” The conversation ranged from what we measure, how we measure, who does the measuring, reporting, creating dashboards, and how aspects like new metrics and storytelling fit in.

The afternoon was dedicated to member-led small group discussions about the attendees’ most top-of-mind subjects. The discussions touched on structuring a social media team, paid media and social, working with agencies and vendors, customer care, building a Center Of Excellence, social CRM, creating a visual content strategy, and much more.

At the end of the day, Matt Harding — the guy behind the “Where the Hell is Matt?” videos — talked to us in a private conversation about authenticity, how to tell a wordless story, and getting people to share videos. We can’t thank Matt enough for sharing his amazing story with us and giving us the honor of dancing alongside him.

Our guest speaker: Matt Harding

We were thrilled to have Matt Harding, the guy behind the “Where the Hell is Matt?” videos, join us for a private chat at the end of this Member Meeting.

In 2005, Matt created a video showing him do a silly dance in places all over the world — it became an Internet meme before it was cool to be an Internet meme. Stride Gum commissioned Matt to do a second video, which became a bigger viral hit in 2008. Visa hired him for commercial campaigns that were a smash in the Middle East and Asia. And now, Matt has just released a new video which may be the most remarkable yet.

It’s an amazing story, and we got to hear it first-hand. Matt also shared some thoughts on what makes a video go viral, and how the landscape has changed from seven years ago to now — some really interesting observations that had everyone thinking about their strategies, too.