Brands-Only Summit
December 9-11, 2013

The “How to Run Social Media at a Big Brand” Conference

Brands that attended

3M, Abbott Laboratories, AbbVie,, Adecco, Advance Auto Parts, Agilent Technologies, Ahold USA, AMD, American Eagle Outfitters, American Family Insurance, Ariba, Arthrex, Assurant, Asurion, Auto-Owners Insurance, Autodesk,, Avery Products, Best Buy, Bloomin’ Brands, Inc., BMC Software, Bosch, Brother International, Brown-Forman, Brown Shoe Company, BSH Home Appliances, C. R. Bard, Canon USA, CareFirst BlueCross BlueShield, Cargill, CenterPoint Energy, Chesapeake Energy, Chipotle Mexican Grill, Chiquita Brands, Coldwell Banker Real Estate, Comcast, ComEd, Con Edison, ConocoPhillips, Costco Wholesale, Cox Enterprises, CVS Caremark, Darden, Delaware North Companies, Deluxe, DeVry University, E. & J. Gallo Winery, Edward Jones, EMC Corporation, Express Scripts, Fannie Mae, Farmers Insurance, FedEx, Ferguson Enterprises, Fidelity Investments, First American Financial, First Republic Bank, Fiserv, Florida Power & Light, Fortune Brands Home & Security, General Mills, Genworth Financial, Georgia-Pacific, Gordon Food Service, Grainger, Great Clips, Hallmark, The Hartford, Herman Miller, Hitachi Data Systems, Hobby Lobby, The Home Depot, HSN, InterContinental Hotels Group, Jimmy John’s, Johnson & Johnson, Jostens, Kaiser Permanente, Kindred Healthcare, Kohler, Leggett & Platt, Lettuce Entertain You, Leviton Manufacturing, Lithia Motors, Love’s Travel Stops, Lowe’s Home Improvement, Masco, McDonald’s, McGraw Hill Financial, Medtronic, MetLife, Microsoft, Moen, Mohawk Industries, National Instruments, National Oilwell Varco, Nickelodeon, Nintendo, Norwegian Cruise Line, Novartis, Old Dominion Freight Line, Panera Bread, Paychex, PerkinElmer, Phillips 66, Principal Financial Group, Procter & Gamble, RaceTrac Petroleum, Raymond James Financial, Roche, Rogers Communications, Royal Bank of Canada, Scripps Networks, Southwest Airlines, Southwire, Spectra Energy, Sports Authority, St. Jude Children’s Research Hospital, St. Jude Medical, State Farm Insurance, Symantec, T. Rowe Price, TD Ameritrade, TD Bank Group, Tennessee Valley Authority, Texas Instruments, Teva Pharmaceuticals, TIAA-CREF, Toyota, Tractor Supply Company, Tufts Associated Health Plans, U.S. Bank, U.S. Cellular, UCB Pharma, United, UnitedHealth Group, Universal Orlando, University of Florida, University of Tennessee, Unum Group, UPMC, USAA, Veyance Technologies, Viacom, Visa, Walgreens, Waste Management, WD, WD-40 Company, Weber-Stephen Products, Wegmans Food Markets, Wendy’s, Whole Foods Market, Wyndham Worldwide, YMCA, and Yum! Brands.

Featuring measuring social media pre-conference presentations from:

David Rabjohns, MotiveQuest

The one social number you need to know

Marshall Sponder, WebMetricsGuru

Success factors within convergence analytics and social media

John Lovett, Web Analytics Demystified

Quantifying the impact of social media initiatives

Susan Etlinger, Altimeter Group

Social data intelligence

Wendy Moe, University of Maryland

Social media intelligence: Brand tracking using social media data

Kim Celestre, Forrester Research

How to build a business case that will advance your social marketing initiatives

Katie Paine, Paine Publishing

Social media measurement standards: How to demonstrate social media’s value to your organization

Chad Parizman, Scripps Networks Interactive

Data-driven decisions for the visual social web

Tom Collinger, Northwestern University

Finally! Evidence that links individual social engagement to individual purchase behaviors

Mitch Lovett, University of Rochester

The fundamental consumer motivations behind offline and online word of mouth

Laura Brooks, Satmetrix

SparkScore (The Social Net Promoter Score): A methodology for measuring social customer loyalty

Munish Gupta, Dell

Dell’s journey to a real-time brand advocacy measure using social media

Jim Sterne, eMetrics Summit & Digital Analytics

The human side of social media analytics

Michael Wu, Lithium Technologies

The science of social

Featuring keynote presentations from:

Jeffrey Rohrs, ExactTarget

The metrics of audience: Size, engagement, and value

Andy Sernovitz,

The state of the social media industry 2013

Tyra Banks with Kurt Vanderah

A fashion, business, and social media super-brand keynote on the intersection of social media, traditional media, and product marketing

Featuring how-to classes from:

General Mills

Kevin Hunt, General Mills

How to manage your social media content strategy

Ryan Dickerson,

How to integrate social media with sales

Adam Brown,

How to decide between outsourcing and internal

Rogers Communications

Keith McArthur, Rogers Communications

How to run a social media listening program

U.S. Cellular

Sonny Gill, U.S. Cellular

How to integrate social media with customer service


Renee Horne, USAA

How to earn adoption from the C-suite and the front lines


Christi McNeill, Southwest Airlines

How to lead a social media engagement strategy

Best Buy

Jamie Plesser, Best Buy

How to integrate social media with marketing, advertising, and digital


Liz Brown Bullock, Social Arts & Science Institute

How to run a social media training program


Greg Gerik, 3M

How to measure your social media program


Debbie Curtis-Magley, Ariba

How to integrate social media with PR, communications, and crisis management


Sherri Maxson, Grainger

How to evolve your social media structure and team

Featuring author discussions from:

Mitch Joel, Twist Image

“CTRL ALT Delete: Reboot Your Business. Reboot Your Life. Your Future Depends On It.”

Robbin Phillips, Brains On Fire

“The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing”

Don Peppers, Peppers & Rogers Group

“Extreme Trust: Honesty as a Competitive Advantage”

Featuring case studies from:


Sharon Crost, Hitachi Data Systems

Sharon explains how they’re using social technology and “big data” pipes to gain insight into the buyer’s aggregate online activity and leverage that information to nurture them through an online journey.


Rob Wolf, Microsoft

Rob explains how they use creative brand storytelling to cut through the social noise to achieve business objectives.


Lora O’Riordan and Karin Moan, United

Lora and Karin share how their merger with another airline led to the creation of a social media team combining marketing, operations, and everything in between.

Whole Foods

Natanya Anderson, Whole Foods Market

Natanya shares the broad-based lifestyle approach they’ve taken to Pinterest, lessons learned around imagery, contest ups and downs, and more.

InterContinental Hotels Group

Nick Ayres, InterContinental Hotels Group

Nick explains how they’re building systems, processes, and procedures to make social work in a complex ecosystem.

Kaiser Permanente

Holly Potter, Kaiser Permanente

Holly explains how their new online platform is using brand journalism and content marketing to increase brand awareness among consumers and thought leaders.


Chris Catania, Walgreens

Chris shares how they use their enterprise social network and community management strategies to build relationships, support culture change, and engage employees.

Johnson & Johnson

Devon Eyer, Johnson & Johnson

Devon shares how the company is developing an influencer strategy to drive corporate reputation.


Ginny Persons, Moen

Ginny takes us behind the scenes of their social media journey from monitoring, piloting, and expanding their outreach to drive fan engagement.

TD Ameritrade

Sunayna Tuteja, TD Ameritrade

Sunayna Tuteja explains how they’re taking the next step in their social business journey and evolving to a purpose-driven strategy and approach.

E. & J. Gallo Winery

Elizabeth Windram, E. & J. Gallo Winery

Elizabeth shares how Barefoot, the nation’s leading wine brand, is shifting its content focus and developing a brand newsroom.

T. Rowe Price

Dan Phelps, T. Rowe Price

Dan takes us behind the scenes of their campaign to promote savings during the holidays and how their story led to thousands of shares.

What the Unconference was like

To cap off the first-ever Brands-Only Summit, more than 225 social media executives met in Orlando for a series of confidential discussions during the Member Meeting. members chose one of six topics to discuss in detail during the morning. These topics included: working with influencers, social media and sales, integrating social media into the enterprise, listening strategies, social media metrics and ROI, and developing engaging content. Attendees discussed the large themes as a group and then broke into small group discussions to delve into the detail of some of the most important sub-topics.

After a delicious lunch, members reconvened for an afternoon of 16 peer-to-peer conversations. Attendees had the chance to suggest topics so the agenda was customized to the people in each room. These discussions focused on things like scaling social media customer service, developing a Center of Excellence, visual content strategies, platform tactics, and more.

After a full day of collaboration in our individual meetings, all attendees came together as one big group for our final session of the day. We shared takeaways from our meetings, said goodbye to new and old friends, and celebrated a successful Brands-Only Summit.