Members only. Confidential. Conversations.

Three days of learning, sharing, collaboration, and fun.

Tuesday, July 18



1:00 PM Registration, Lunch, and Networking
2:00 PM Opening Session
We’ll kick off the event with the big-picture ideas and a chance to connect with your fellow members.
2:15 PM Keynote

Bethany Mclean

Bethany McLean, Award-Winning Journalist

She tackles the big question that social media teams struggle with every day: Why do big companies keep getting in trouble? Social media leaders like us are on the front lines cleaning up the mess. Bethany will help us understand why it happens in the first place. She’s the author of the definitive book on the Enron collapse and has covered recent scandals at Wells Fargo and Valeant for Vanity Fair.

3:00 PM Break


3:15 PM FTC’s Richard Cleland

The FTC’s guidance on social media helps advertisers avoid inadvertent violations of the FTC Act. This presentation will cover the basic principles that apply to social media and provide insight into what the FTC looks for in effective disclosures.

Sketchnotes with Mike Rohde,
Part 1

The Sketchnote Workshop is designed to develop your sketchnoting skills and to strengthen your visual thinking abilities so you can feel confident sharing and collaborating with others visually. Can’t draw? No problem. Mike will teach you.

4:00 PM Break
4:15 PM eMarketer’s Debra Aho Williamson on the paid social/organic social balancing act

How are marketers managing their investments in organic social vs. the increasing importance of paid social? This workshop, which features eMarketer’s latest forecasts for social usage and spending, will provide much-needed clarity on marketers’ goals, strategies, and spending levels.

Sketchnotes with Mike Rohde,
Part 2

Mike will continue his sketchnote workshop to help you improve your visual communication skills.

It’s a Wrap!

5:00 PM Kickoff Dinner

We’ll launch the Summer Member Meeting with a family dinner. We’ll all meet for a get-together with drinks and great food.

Wednesday, July 19


Rise and shine!

7:30 AM Breakfast Discussions
The conversations over coffee and eggs at this event are often more lively than any other conference’s happy hour. You’ll want to be here bright and early.
8:15 AM Keynote

Charlene Li

Charlene Li, Principal Analyst at Prophet

Social media has been at the center of one of the biggest disruptions to hit organizations in the past decade. But in that time, we’ve seen social strategists shift from being at the center of disruption to the periphery, from sitting at the strategy table to now providing sanitation services on social media channels. How can social strategists reclaim the title and role of “disruptor” and provide the leadership that organizations so desperately need in these turbulent times?

We’ll sit down with Charlene Li, co-author of the seminal book on social media “Groundswell,” to discuss her views on how the world has changed in the 10 years since the book was published. She’ll also share research on her latest book on disruption strategy, including how social strategists can and need to be a part of the disruption strategy of companies.

8:45 AM Break

Show & Tells

9:00 AM Social belongs to everyone: Marketers need to loosen the reins

Anne McGraw, Nissan

The Dressing Room: eBay fashion and Facebook partnership

Christine Bolghand, eBay

How insights drive social content at U.S. Bank

Karen Gutierrez, U.S. Bank

9:30 AM Break
9:40 AM How Rust-Oleum uses social listening to develop on-trend finishes before they become trends

Lindsay Lewis, Rust-Oleum

Launching a national brand at Kohl’s

Andrea Port, Kohl’s

Social media for event sponsorship: Boston Marathon

Jen Dorman, Manulife / John Hancock

10:10 AM Big Break
10:40 AM The transactional tweet: A new route to outage reporting

Jenn Mesenbrink, ComEd

Facebook Live: Tips and tricks

Amanda Magani and JoDee Taylor, Costco

Activating your best advocates (your employees) in social

Sunayna Tuteja, TD Ameritrade

11:10 AM Break
11:20 AM Turning one-star reviews into five-star experiences with customer care

Megan Tanner and Tracilee Hoffman, Pinnacle Entertainment

How to take advantage of the full possibilities of Pinterest for your brand

Jessica Schank, Barilla

I’m a department of one: Small teams, big impact

Katie Boertman, Asurion

Let’s Eat!

12:00 PM Community Lunch and Conversations
12:30 PM Keynote

Eric Barker

Eric Barker, Bestselling author

Everyone has frustrating habits that hold them back. But there’s a science-based way to break them, and we’re talking to the guy who wrote the book on it. Eric Barker will share a talk on his Wall Street Journal bestseller “Barking Up the Wrong Tree: The Surprising Science Behind Why Everything You Know about Success Is (Mostly) Wrong.”

1:00 PM Break


1:30 PM Unconference Introduction
1:40 PM Unconference Round 1

Example topics:

  • BtoB social strategy
  • Dealing with regulation in social media
  • Metrics and ROI
  • What are your social priorities for the next 12 months?
2:10 PM Break
2:20 PM Unconference Round 2

Example topics:

  • Agencies and vendors – who are you working with?
  • Content strategy
  • PR and crisis management
  • Social media training
2:50 PM Big Break
3:20 PM Unconference Round 3

Example topics:

  • Employee advocacy
  • In-House vs. Outsourcing – when and why
  • Social media and sales
  • Advanced listening strategies
3:50 PM Break
4:00 PM Unconference Round 4

Example topics:

  • Structuring your social team org chart
  • Paid social media strategies
  • Social at local, regional, and franchise levels
  • Facebook Live / streaming strategies

Time to unwind and make friends!

5:00 PM Member Dinner and a Night Out at the Ballpark

The Member Meeting activities will continue as we get to know each other over a big dinner. It’s a perfect opportunity to connect with your fellow members after a big day of brainstorming, discussion, and collaboration. After dinner, we’ll all head to Guaranteed Rate Field for a night at the ballpark to see the Sox take on the Dodgers. Your ticket is included with registration. Game time is 7:10 PM.

Thursday, July 20


Good morning!

8:00 AM Breakfast Discussions
Get here bright and early as we start the day’s conversations over a great breakfast.

Show & Tells

9:00 AM Social channel audit: A case study

Scott Jaworski, Intel

Liquid gold: The April Fools prank gone right

Leah Schultz, Papa John’s

Going global and managing at scale

Maureen Fitzgerald, United Technologies

9:30 AM Break
9:40 AM Building cross-functional crisis response plans for social and non-social teams

Jamie Kennedy, McDonald’s

Governance and guidelines in a restricted environment

Peter Dannenfelser, Johnson & Johnson

Activating influencers in a niche market

Tim Vassilakos, Henry Schein

10:10 AM Big Break
10:40 AM Marriott’s M Live: Connecting the dots to go global with Instameets

Max Lang and Aynat Ravin, Marriott International

How the Brawny Man became the Brawny Woman: A #StrengthHasNoGender case study

Nick Ayres, Georgia-Pacific

Employee advocacy in a data-privacy driven world

Sally-Anne Kaminski, Zebra Technologies

Let’s Eat!

11:30 AM Community Lunch and Conversations
12:00 PM Keynote

Tim Sanders

Tim Sanders, Bestselling Author

The most powerful force in business isn’t greed or brute force — it’s love for our customers, colleagues and partners. Tim will show us new ways to mentor, connect people that should meet, and approach leadership and customer service from a design point of view.

12:30 PM Break


1:00 PM Unconference Introduction
1:10 PM Unconference Round 1

Example topics:

  • Owned communities: Strategy, Staffing, Platforms, ROI
  • What to look for in hiring and recruiting your team?
  • How to test emerging channels
  • When and how to engage in external communities
1:40 PM Break
1:50 PM Unconference Round 2

  • Internal social media strategy
  • Proving the value of social
  • Managing social media reporting
  • Working with your legal team
2:20 PM Break
2:30 PM Unconference Round 3

Example topics:

  • Customer care: How are you organized?
  • Getting the C-Suite engaged in social
  • SEO and social
  • Chatbots

See you next time!

3:00 PM Send-Off

We’ll enjoy snacks and drinks as we say our goodbyes.