Member Meeting 28
October 22-23, 2013

Focus on: Metrics and ROI

Thanks to our host: Fidelity Investments

Fidelity Investments

We were thrilled that Member Meeting Boston could be held at Fidelity Investments’ headquarters. A longtime member of, Fidelity Investments has always been a generous, supportive participant, and it was a true honor to have them host this event. Big thanks to Megan Kelley, Martha Hayward, and the entire Fidelity Investments team for welcoming us all to Boston!

Featuring pre-conference case studies from:

Fidelity Investments

Martha Hayward, VP of Social Media

Learn how Fidelity Investments is leveraging their FutureTimeline app on Facebook to build new relationships.

Dunkin' Donuts

Jessica Gioglio, Public Relations and Social Media Manager

Learn how Dunkin’ Donuts keeps its passionate fan base running on social media.


Ben Cobb, Global Content & Community Manager

Learn how Reebok works with influencers, ambassadors, and brand partners to increase social buzz.

Hilton Worldwide

Vanessa Sain-Dieguez, Director of Social Media Planning & Integration

Learn how Hilton Worldwide is using social to extend hospitality beyond the front desk.

Dassault Systemes

Aurélien Blaha, Senior Manager of Social Communications

Learn how Dassault Systèmes asked fans to change the world using social media.


Thom Lytle, Senior Manager of Social Media

Learn how EMC Corporation used a careful recipe of tools and processes to reshape years of massive unstructured growth (and a few bad habits) across their social ecosystem.

Sanofi US

Laura Kolodjeski, Sr. Manager of U.S. Diabetes Patient Centered Unit

Learn how Sanofi US has developed and operationalized a modern digital content strategy.

Green Mountain Coffee Roasters

Crystal King, Social Media Manager at Keurig

Learn how Green Mountain Coffee Roasters uses social customer service to foster brand loyalty and engagement.

What the meeting was like

We met in Boston for our last official Member Meeting of 2013. To shake things up a bit, we had two meeting rooms with representatives from all four Councils in each.

The morning discussion centered around the topic of metrics and ROI. We discussed the types of data we’re gathering, the tools we use, who uses the tools, and which ones work best. We also covered how we package the metrics into reports for different audiences. The discussions continued in smaller groups as we dove deep into things like how we measure sentiment, specialty measurements for platforms like Pinterest, Instagram, and LinkedIn, how we’re proving ROI, and how we think social media measurement will evolve.

Each room spent the afternoon in a series of small group discussions called “unconferences.” These 16 peer-to-peer discussions covered a range of subjects — all related to social media, all timely, and all relevant to the participants. Some of these topics included working with influencers, content strategy, social strategy for millennials, working with legal teams, paid social, what to outsource and what to do in-house, and visual social strategies.

We ended the day in a private discussion with John Maeda, President of the Rhode Island School of Design. He spoke about the importance of storytelling, especially in terms of its value to leadership. Part of the challenge for our group, he said, is that technology can fool us into paying more attention to how we tell a story, rather than paying attention to the story itself. Everyone in the room received a copy of John’s book, Redesigning Leadership.

Our guest speaker: John Maeda

John Maeda, President of the Rhode Island School of Design, joined us for a private, informal conversation to finish off our Member Meeting.

Under his leadership, the school has been named the #1 design school in the world. John has been called the “Steve Jobs of academia” by Forbes and named one of the 75 most influential people of the 21st century by Esquire.

He talked to us about how design can help simplify technology and help leaders respond to new challenges in the era of social media.