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

Monday, January 22 (Pre-Conference)


10:00 AM Opening Session

Expert-Led Sessions

10:20 AM

Momentum: How to propel your marketing and transform your brand in the digital age

Shama Hyder, CEO of The Zen Marketing Group and author of Momentum

Today’s online ecosystem can be summed up in one word: overwhelming. With new social media platforms popping up all the time and new technologies disrupting even the most “reliable” marketing strategies, you’re faced with the challenge of getting ahead in an environment that makes it seem impossible to keep up. In this talk you’ll learn the five essential principles required to develop a successful marketing plan that will withstand the digital world’s constant changes and result in real ROI.

How to use consumer-generated content in the buyer journey

Sara Spivey, CMO of BazaarVoice

Consumers want to interact with your brand. They share reviews, posts, photos, and all sorts of content. Sara will teach you how to leverage that social content with practical tips and case studies of how great brands use the consumer voice as a mainstay of their marketing strategy to inform and influence the buyer journey. Learn how the smart digital marketer is using consumer generated content to find new buyers, influence their decisions, get them to buy, and stay customers for life.

11:05 AM Break
11:15 AM

The 5 content strategy archetypes

Omar Akhtar, Altimeter

Discover breakthrough research on content archetypes and what they mean to your social media strategy. If you’re creating content as an organization, chances are you’re creating too much of it. And most of it isn’t really working for you or the customer. In this session, Altimeter’s Omar Akhtar will walk us through the five different content strategy archetypes that companies can choose from to minimize content waste, establish strong publishing criteria, and truly create the most value for their customers.

How to fight the resistance to organizational change

Justine Lai and Usha Gubbala, August Public

As pioneers in this space, you are faced with the organizational antibodies every time you try and influence the organization, the brand, or the customer. These antibodies limit your ability to enact your vision for the organization and truly realize the potential of social media to shape the future of your company. Success depends on effectively fighting and harnessing the organizational antibodies in order to build the coalition you need to drive change. Learn three key practices that enable success: accelerated decision-making, deliberate transparency, and leveraging personal impact.

Let’s Eat!

12:10 PM Community Lunch and Conversations
12:30 PM Keynote: When: The Scientific Secrets of Perfect Timing

Daniel Pink

Everyone knows that timing is everything. But we don’t know much about timing itself. Our lives are a never-ending stream of “when” decisions: when to start a business, schedule a class, get serious about a person. Yet we make those decisions based on intuition and guesswork.

Timing, it’s often assumed, is an art. But in this talk, Pink will show us that timing is really a science.

Drawing on a rich trove of research from psychology, biology, and economics, Pink reveals how best to live, work, and succeed. How can we use the hidden patterns of the day to build the ideal schedule? Why do certain breaks dramatically improve student test scores? How can we turn a stumbling beginning into a fresh start? Why should we avoid going to the hospital in the afternoon? Why is singing in time with other people as good for you as exercise? And what is the ideal time to quit a job, switch careers, or get married?

In this talk, Pink distills cutting-edge research and data on timing and synthesizes them into fascinating insights into how we can live richer, more engaged lives.

1:00 PM Break

Expert-Led Sessions

1:30 PM

The community strategy workshop: Check, tweak, and rebuild your community strategy: Part 1

Richard Millington, CEO of FeverBee and author of Buzzing Communities

A great community strategy sets goals, establishing desires member behaviors, identifies emotions to amplify, and tactics to execute. Most importantly, a great community strategy identifies where to spend limited resources to have the biggest impact.

In the past decade, FeverBee has helped 1200+ engagement professionals across hundreds of organizations (Facebook, Google, Oracle, SAP, Greenpeace, Novartis, and Porsche) rethink and revamp their community strategy. Our strategies help clients stop endlessly chasing more engagement and become laser focused on core behaviors that have a lasting impact.

During this session, we’re going to work at an advanced strategy level and distill the top lessons from our work over the past decade into a simple template you can use to test and rebuild your community strategy.

You’re going to learn why most strategies fail, the 6 kinds of strategies hat usually succeed, how to clearly articulate your strategy, and how to embed psychology principles to get members to perform the behaviors you need to execute your strategy.

How to take your social media program back from your agency: Part 1

Scott Monty, Chris Barger, and Tim Hayden of Brain+Trust Partners

Learn from three legends of corporate social media on how to take back your social media program from your agencies. They’ve got your inbox filled with demo invitations, they say your request for attribution metrics is “out of scope,” and you’re not sure if all their recommendations are meant to help you or win them another award. The good news: It’s now easier than ever to consolidate your tools, bring design and media efforts in-house, and generate better creative internally. Discover the big ideas on how to do it in this two-part session.

2:15 PM Break
2:30 PM How to build bigger, better, and more active online communities: Part 2 How to take your social media program back from your agency: Part 2
3:15 PM Break
3:25 PM

Blockchain for social media marketers

Jeremy Epstein, author of The CMO Primer for the Blockchain World

Blockchain is poised to disrupt everything — including marketing. In this session with the expert on the intersection of blockchain and marketing — Jeremy Epstein — you’ll learn what blockchain is, how it will affect your marketing program, and what you should do about it. Whether you need to get a program going tomorrow, or just need to be able to “talk the talk,” this is the session for you.

How to (actually) predict the future: Trends that matter for 2018

Rohit Bhargava, author of the Non-Obvious series

What if you could predict the future? It may not be as impossible as it seems. In this talk, trend expert, author of the Non Obvious book series, and professor Rohit Bhargava will share the five “non-obvious” habits to curate ideas and see what others miss. You will also learn specific trends from his 7+ years of research and best selling trend series that will change your business in 2018, along with highly actionable ideas for how to use them.

It’s a Wrap!

5:00 – 7:00 PM Welcome Dinner

We’ll launch the Winter Member Meeting with a big family dinner. Meet us at The Atlantic Dance Hall on Disney’s Boardwalk for a casual get-together with drinks and great food (including veggie options).

Tuesday, January 23

(See Tuesday’s Chairs-Only agenda here.)


Rise and shine!

8:00 AM Breakfast Discussions and Welcome Activities

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.

Show & Tells

9:00 AM How to run an always-on-brand newsroom

Eric Gray, Universal Parks

Universal Parks’s Eric Gray will share lessons learned and tips for how to plan, launch, and operate an internal brand newsroom.

Cut through the noise and give meaning to your brand

Christine Rich, American Greetings

Hear from Christine Rich how American Greetings leans into human insights and its brand purpose to authentically connect with consumers.

Implementing a social media risk management framework

Brian Hornstein, Discover Financial

Discover Financial Services’ Brian Hornstein will cover their approach taken to implement a social media risk management framework, the methods to identify, evaluate, and mitigate social media risk, and how this framework operates today.

9:30 AM Break
9:40 AM Lessons from Tokyo: Facebook Live from abroad

Anne McGraw, Nissan North America

Nissan’s Anne McGraw will share their overall experience and lessons learned from using Facebook Live abroad.

Taking the scenic route: Alamo Rent A Car’s content marketing journey

Meghan Baker, Alamo Rent A Car

Learn how Alamo Rent A Car used strategic social media content and influencer marketing to extend their value proposition beyond the car rental transaction. Meghan Baker will delve into the insights, trials and errors, and successes the brand is seeing as a result of this digital content-focused approach.

Engaging employees in a compliant culture

Katie Lohec, Chevron

Chevron’s Katie Lohec will talk about pitching the business value of employees on social media, navigating company-wide development, and spurring a cultural shift in the organization.

10:10 AM Grab a Snack
10:40 AM Different is better: How to stand out while fitting in (the feed)

Sarah O’Grady, Lenovo

Lenovo’s Sarah O’Grady will demonstrate how they rebranded and re-positioned themselves to create a unified voice on their social channels that allowed them to be both seen and heard.

Building a scalable social holiday campaign

Stephanie Dlugopolski, Johnsonville Sausage

Johnsonville Sausage’s Stephanie Dlugopolski explains how to create and share a holiday social campaign that customers and consumers alike want to engage in.

Employee advocacy content strategy

Casey Hall, Thomson Reuters

A strategic, iterative content approach is required for employee advocacy just as it is for any other marketing and communications program. Thomson Reuters’ Casey Hall will provide you with insights to develop an effective content strategy that will resonate with both your employees and their social networks.

11:10 AM Break
11:20 AM Buying Greenie: A real-time response that pushed CarMax into a viral moment

Britt Farrar, CarMax

When a user-generated car sales video started picking up buzz, CarMax responded on Twitter with a jaw-dropping, but serious video offer to buy the car. Social Media Strategy Manager Britt Farrar explains how that real-time response created a viral moment and resulted in a two-point lift in brand awareness, more than 4.5M organic social impressions, and 232 media placements.

How to host an influencer Brand Immersion Day

Jorie Mark, The Kroger Company

A Brand Immersion Day is a great way to connect more closely with your influencers, spotlight the great work your team is doing, and get your company’s main priorities top of mind among your influencer community. Jorie Mark will share The Kroger Company’s experience with this event, which helped amplify their new products and services to an audience of more than 26 million.

Scaling global with a tiny team

Amanda Kelly, Arrow Electronics

Arrow Electronics’ Amanda Kelly will explain how to build and scale a social media program for a Fortune 150 company with a team of two.

Let’s Eat!

12:00 PM Community Lunch and Conversations
12:30 PM Keynote: The Power of Onlyness: Make Your Wild Ideas Mighty Enough to Dent the World

Nilofer Merchant

If you’re like most people, you wish you had the ability to make a difference, but you don’t have the credentials or a seat at the table, or can’t get past the gatekeepers, or aren’t high enough in any hierarchy to get your ideas heard.

Nilofer Merchant, one of the world’s top-ranked business thinkers, will reveal that, in fact, we have now reached an unprecedented moment of opportunity for your ideas to “make a dent” on the world. Now that the internet has liberated ideas to spread and scale through networks rather than hierarchies, power is no longer determined by your status, but by “onlyness” — that spot in the world only you stand in, a function of your distinct history and experiences, visions and hopes. If you build upon your signature ingredient of purpose and connect with those who are equally passionate, you have a new lever by which to move the world. Dent by dent, the world can be reshaped to include you and what you believe in.


1:30 PM Unconference Introduction
1:40 PM Unconference Round 1
2:10 PM Break
2:20 PM Unconference Round 2
2:50 PM Big Break
3:20 PM Unconference Round 3
3:50 PM Break
4:00 PM Unconference Round 4

Time to unwind and make friends!

5:30 PM Reception

Meet us at the Bayside Marina behind the Yacht and Beach Club Resorts (just off the water) for drinks, snacks, and networking before we walk over to our Member Dinner.

6:30 PM Member Dinner

(Meet at the Bayside Marina behind the Yacht and Beach Club Resorts at 6:30 PM to walk with the group to Epcot’s American Adventure Pavilion; a bus will also be available.)

The Member Meeting activities will continue — and one of the highlights is our big night out together. We’ll all go out for a fantastic dinner together at Epcot’s American Adventure, and then head over to the Isle de France for dessert and fireworks. It’s a perfect opportunity to connect with your fellow members after a big day of brainstorming, discussion, and collaboration.

Wednesday, January 24


Good morning!

8:00 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.

Show & Tells

9:00 AM Fantastic UGC and where to find it

Andy Jasenak, Amtrak

Learn how Amtrak leverages user-generated content on social as Andy Jasenak shares how they showcase the brand and what it means for their customers.

The making of a social CEO

Tom Buchheim, American Family Insurance

Tom Buchheim, architect of the social CEO strategy for American Family Insurance CEO Jack Salzwedel, shares what it took — and takes — to create and maintain a social CEO program. Learn what works for “AmFamJack” — from Twitter, blogging, podcasting and more — to what may trip up your executives and your social media team.

Empowering your team to succeed… with or without you

Sue Serna, Cargill

If you’re leading a small team, or have much of the ownership and responsibility for your team’s work — how are you making sure they could keep doing the work without you? Cargill’s Sue Serna will dig deep into the issues of knowledge gaps, confusing password management, and more to help you empower your social team to succeed.

9:30 AM Break
9:40 AM Dell + EMC: Inside the largest social media integration in (tech) history

Thom Lytle, Dell

When two tech giants (Dell and EMC) recently came together in the largest tech acquisition in history, so too did their massive social media programs. Dell’s Thom Lytle will talk about the strategic considerations and lessons learned from carefully (but quickly) integrating these two well-established social programs.

Show & Tell

Speaker coming soon

A purpose-driven BtoB content mission: How Delaware North brandscaped their content strategy

Kerry Hassen, Delaware North

Kerry Hassen will share how Delaware North established a social business content strategy for their BtoB operations and partners, creating proactive campaigns and content relevant to their shared customer base.

10:10 AM Big Break
10:40 AM Ditch your AOR

Chad Parizman, Pfizer

Lots of agencies say they can do paid social, but what does it take to do it well? Head of Social Media & Digital Communications Chad Parizman discusses the steps they took to carve out room for a small, nimble digital agency to take on paid digital and social media at Pfizer.

Social care at AARP: A structure for engagement

Tisa Sinclair, AARP

Learn how AARP stood up their social care function on Facebook, blending skill sets from multiple business units. Tisa Sinclair will discuss how AARP tackled audience response to the organization’s multi-threaded, unique offerings and services, resulting in surprising and engaging conversations that revealed new ways to increase member engagement and loyalty.

Social media governance on a global scale

Melinda Woods, HSBC

HSBC’s Melinda Woods will discuss the importance of getting social media governance right, issues in creating global consistency, and and what things are working really well for their organization.

11:10 AM Break
11:20 AM Advanced retargeting: Hacking Facebook’s Dynamic Ads

Derek Schoen, MGM Resorts

MGM and Facebook have been working together since late 2016 to turn website visitation into highly personalized retargeting ad experiences for everything from room bookings and dining reservations to loyalty sign ups and inferential cross selling. The best part: Facebook’s DAT was never meant to do any of this. Join Derek Schoen, Director of Media Innovation, to learn how it all came to be.

Maintaining organic engagement in an “organic reach on Facebook is dead” world through UGC

Lauren Papasidero, Subaru

With the recent Facebook News Feed changes, brand content is being phased out from view unless it is backed by substantial advertising dollars. Subaru’s Lauren Papasidero will explain how they have continued to leverage their organic social media strategy by focusing on the fan and taking advantage of user-generated content.

How we walk the walk: Amplifying the patient voice

Gloria Vanderham, Novartis

Novartis’ Gloria Vanderham will share how they use specific storytelling techniques and audience-centric campaigns across digital and social media.

11:50 AM Break

Let’s Eat!

12:00 PM Community Lunch and Conversations
12:20 PM Keynote: Brainfluence: How to Persuade and Convince Consumers with Neuromarketing

Roger Dooley

According to leading neuroscientists, 95 percent of all thoughts, emotions, and learning occur before we are ever aware of it. Yet, most marketing efforts forgo the vast subconscious and instead target the rational, conscious mind. If you want to get ahead of your competition, it’s time to stop selling to just 5 percent of your customer’s brain! Through the wonders of modern neuroscience, tools now exist that can help explain the brain’s cognitive processes. When you understand how your customers’ brains work, you can appeal to the powerful subconscious—and get better results for less money.

In this talk, you’ll learn how to apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. With quick and easy takeaways, you’ll learn key strategies for targeting consumers.


1:00 PM Unconference Introduction
1:10 PM Unconference Round 1
1:40 PM Break
1:50 PM Unconference Round 2
2:20 PM Big Break
2:50 PM Unconference Round 3
3:20 PM Break
3:30 PM Unconference Round 4

See you next time!

4:00 PM Sendoff Party

We’ll all get together as one big group for our final session of the day. This is the time to say goodbye to new and old friends before we wrap up the meeting and head to the airport.