SocialMedia.org
Member Meeting 46

May 16-17 • New York

Conversations you can’t have anywhere else.

Wednesday, May 16

 

Welcome!

12:00 PM Opening Discussion with Lunch
Get here on time at noon and grab a seat at the table. This sit-down lunch is your first opportunity to meet all of the great social media leaders you’ll get to know at Member Meeting 46.
12:50 PM Choose Your Show & Tell Talk and Head to the Room

Show & Tells

1:00 PM Mapping the social customer journey to build more customer delight

Geoff Morgan and Mark Obee, Intuit

Social plays a role in building durable relationships at every step of the customer journey, from initial brand awareness to purchase, care, and advocacy. Intuit’s Geoff and Mark will share how QuickBooks mapped the journey, the changes they needed to make to their business to deliver on those uncovered opportunities, and how the social team now works holistically across the broader organization to deliver measurable customer delight and business value.

Advanced social media listening strategies

Brian Wright, Wells Fargo

Advanced social listening refers to the internal capabilities that enable brands to understand the voice of the consumer using social listening tools and techniques which consist of real-time social listening, deep social listening, and command center technology and visualizations. Learn how Wells Fargo uses advanced social media listening to create systems for consumer insights, influence action and predict trends, and develop a strong internal identity as a team.

1:30 PM Switch Rooms
1:45 PM Brand marketing and paid social at Autodesk

Blake Menezes, Autodesk

Learn about the relationship between brand marketing and paid social at Autodesk.

Social media intelligence

Ryan Bujeker, United

Learn how United established a dedicated in-house, 24/7 social media listening capability to protect and elevate brand reputation.

2:15 PM Switch Rooms
2:30 PM Marketing like a Lannister: Lessons from Comic-Con

Jaci Twidwell, Hallmark

Thinking beyond the booth. Learn Hallmark’s three-step process to amplify event marketing through public relations and social media to drive results.

Beyond the social media policy: Training 40,000 employees

Alina Vargas, Medtronic

Hear how Medtronic went from social media guidelines to official policy, and on to mandatory policy training for 40,000+ employees around the world. Regulated environment or not, you’ll learn how they managed to train (almost) everyone on personal and business social media usage.

3:00 PM Snack Break
3:30 PM Employee advocacy: The whys, the whats, and the hows

Laura Lee, Nestle Purina Petcare

Why is employee advocacy so important now more than ever? How much work is it? What does it take to get an advocacy program going? Do you need to use a tool for employee advocacy? We’ll get all the questions answered in this session with Nestle Purina Petcare.

Engaging executives/C-suite on social

Katja Halverson, Boeing

Learn how Boeing overcame a risk-averse culture and encouraged the C-suite to become engaged on social media.

4:00 PM Switch Rooms
4:15 PM How to meet your content creation needs beyond agency resources

Nicole Bohorad, Rite Aid

Have you ever wanted to create content for either a last-minute need or to test out a new format or channel, but tasking your agency to deliver would take too much time and not enough expertise? This session will cover how to tap into nimble, new resources outside of your agency without having to sign on a long-term vendor or new service agreement. As long as you’re committed to paid advertising, you can get new creative using more nimble resources geared to your goals.

Closing the gap between marketing and sales: Effective social selling and content marketing

Jim O’Brien and Seth Brewer, Travelers Insurance

Social selling and account-based marketing both promise to help marketing and sales align on the same goals. Learn how the marketing team at Travelers Insurance is helping empower field sales teams and agents with digital strategies and content that they can employ today to strengthen relationships and help improve sales outcomes.

Time to unwind and make friends!

5:00 PM Member Dinner

Following our afternoon of conversations and Show & Tell talks, we’ll all go out for a fantastic dinner together. It’s a perfect opportunity to connect with your fellow members before a big day of brainstorming, discussion, and collaboration.


Thursday, May 17

 

Rise and Shine!

8:00 AM Opening Discussions with Breakfast
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 (and on time).

Member-Led Discussions

9:00 AM Member-Led Discussions

We break into small groups where members host short conversations on topics they’ve volunteered to lead. These are discussions, not lectures. Topics include:

  • The evolution of paid, owned, and earned strategy — Led by Komal Parikh, Fossil
  • Using social to communicate controversial policy changes in today’s political climate (boycotts and more) — Led by Dan Winschel, DICK’S Sporting Goods
  • Social customer care: We know we need to do it, so now what? — Led by Kerry Hassen, Delaware North
  • Building and managing influencer relationships — Led by Ellen Gerstein, Pfizer
9:30 AM Switch Rooms
9:40 AM Member-Led Discussions

Topics include:

  • Getting executive leaders on social media — Led by Lindsay Tiles, Charles Schwab
  • Instagram Stories: How have they changed your social strategy? — Led by Emily Morrow, Scholastic
  • In-housing: Planning, buying, analyzing, and listening — Led by Mike Nolan, The Hershey Company
  • Non-engagement strategy: How to determine topics to stay away from in social — Led by Colleen McAdams, USAA
10:10 AM Snack Break
10:40 AM Member-Led Discussions

Topics include:

  • The inherent challenges and unique opportunities of social marketing in BtoB segments — Led by Jaclyn Welles, Corning Incorporated
  • Social intelligence: No looking back — Led by Troy Janisch, U.S. Bank
  • Evolution of social media engagement and measurement — Led by Leslie Constans, Cambia Health Solutions
  • Leveraging Twitter to build your brand and drive consideration — Led by Andrea Port, Kohl’s Department Stores
11:10 AM Switch Rooms
11:20 AM Member-Led Discussions

  • Facebook in the news: Managing executive-level panic — Led by Andy Jasenak, Amtrak
  • Custom Audiences changes on Facebook — Led by Aaron Grote, Great Clips
  • Getting to the heart of the matter: Using your blog as the key driver of your social strategy — Led by Melissa Case, Citrix
  • So I hear organic is dead… — Led by Lindsey Holzer, Hilton Worldwide
  • 11:50 AM Head to Lunch

    Let’s Eat!

    12:00 PM Lunch Discussions

    Unconferences

    1:00 PM Unconference Introduction

    Unconferences are fast-paced, peer-to-peer discussions where you suggest discussion topics, vote for your favorites, and join the conversations that interest you most. This is where you drive the agenda in real time and talk about the things you want to talk about.

    1:10 PM Unconference Round 1
    1:40 PM Break
    1:50 PM Unconference Round 2
    2:20 PM Snack Break
    2:50 PM Unconference Round 3
    3:20 PM Break
    3:30 PM Unconference Round 4
    4:00 PM Head to Guest Speaker

    Guest Speaker

    4:10 PM Guest Speaker: Scott Ginsberg
    We’ll end the day with a candid, off-the-record conversation with Scott Ginsberg. Scott has been wearing a name tag for 17 years — literally — and has become a national phenomenon. For Scott, the name tag turned into a tool for approachability — getting people to connect, open up, and interact. Scott will share his story and how brands can use approachability to make their social media programs more effective. You’ll learn from what Scott does, how he does it, and have a great conversation with him about making your brand more engaging, joinable, human, and approachable.
    5:00 PM Adjourn

    See you next time!

    Registration is closed