Highlights from Member Meeting 47 in Chicago

Last week we wrapped up our 47th SocialMedia.org Member Meeting in Chicago.

136 Social media leaders from 85 brands got together to talk about the things that are most important to their work right now.

We heard 10 Show & Tell presentations from fellow SocialMedia.org members, all senior social media leaders at big brands.

They shared stories about projects they had led, challenges they had faced, what went well, what didn’t work, and what they hope to do next. We heard from:

  • Stephanie Radek at Abbott on how they mastered visual storytelling on Instagram in a regulated industry.
  • Dan Winschel from DICK’S Sporting Goods on how to handle social media in a crisis situation.
  • Caitlin Adams at FedEx on how they got their executives on LinkedIn and scaled their global program.
  • Jaclyn Bennett with Safelite AutoGlass on customer retention campaigns on social.
  • T-Mobile’s Elizabeth Bowden and Lacey Perryman on their partnership between social care and social marketing.
  • Dagmar Ebaugh and Miles Baltrusaitis on how UL LLC builds an environment of transparency and collaboration.
  • Sarah Bolding and Kathleen O’Brien from Phillips 66 on how they developed Conoco’s new brand campaign and social media approach.
  • Megan McDonald with Hilton Worldwide on how they built a multi-level global social media strategy.
  • Avnet’s Dianne Kibbey on how they engage with hard-to-reach audiences on Facebook.
  • Amy Heiss from Charles Schwab on how employees can be good consumers and participants of social during political seasons.

We also held 16 Member-Led Discussions where SocialMedia.org members explored tough questions, shared experiences, and got help with specific challenges they’re facing.

Discussions were with:

  • American Family Insurance’s Debra Hermsmeier on when brand ambassadors go off-brand.
  • INVISTA’s Jenny Wilburn and Matthew Gohr on leading your agencies around paid campaigns.
  • Jessica Ford Liang from Nissan North America on staffing social media customer care teams.
  • Rackspace’s Tracy Hamilton on wrangling the corporate blog(s).
  • Mary Beth Levin at the United States Postal Service on using social media to develop new products and services.
  • Christina Polaski from United Technologies Corporation on employee advocacy.
  • Nicole Serena at Caterpillar on evaluating paid social effectiveness.
  • Cameron Robbins from Zurich in North America on building audiences for paid social for BtoB.
  • Georgia-Pacific’s Nick Ayres on working with influencers.
  • Toyota’s Tyler Litchenberger on brand storytelling in social media.
  • Lindsay Scott with Rust-Oleum on artificial intelligence and social media.
  • Taylor Wilson from Lenovo on effective event marketing in social.
  • Jayme Meyer at Exxon Mobil Corporation on championing social media training in a risk-averse culture.
  • Molly James-Lundak from AbbVie on social media management and preparing for a social media crisis.
  • Visa’s Nancy Wall on reporting out social media metrics.
  • Phil Watson of Michelin North America on when employees’ social media activity creates problems for the brand.

You won’t want to miss the next opportunity to have face-to-face conversations with people like you at brands like yours.

Here are the brands who were there: Abbott, AbbVie, Ace Hardware, American Electric Power, American Family Insurance, Amtrak, Andeavor, Auto-Owners Insurance, Avnet, Bank of the West, Boeing, Bosch, Boston Scientific, BP, Brookdale Senior Living, Cargill, Caterpillar, Charles Schwab, Conagra Brands, Dart Container, Delaware North, DICK’S Sporting Goods, Discover Financial Services, Dominion Energy, Exelon Corporation, Express Scripts, Exxon Mobil Corporation, FedEx, Ferguson Enterprises, First Republic Bank, GE Appliances, Georgia-Pacific, Hallmark, Harris Corporation, Hawaiian Electric Companies, HERE Technologies, Hilton Worldwide, Hobby Lobby, Hologic, Humana, Huntington National Bank, InterContinental Hotels Group, INVISTA, John Deere, Johnsonville Sausage, KeyBank, Kiewit, Kohl’s Department Stores, Lands’ End, Lenovo, MassMutual, Meijer, Michelin, Nissan North America, Northwestern Mutual, NRG Energy, Phillips 66, Rackspace, Red Lobster, Royal Bank of Canada, RPM International, Rust-Oleum, Safelite AutoGlass, Sealed Air, State Farm, Steelcase, Synchrony, T-Mobile, Takeda Pharmaceuticals, TE Connectivity, Thomson Reuters, Toll Brothers, Toyota, TransUnion, UL LLC, United Airlines, United Technologies Corporation, US Postal Service, Vanguard, VF Corporation, Visa, Vista Outdoor, Wells Fargo, Western Digital, and Zurich North America.

Stay tuned for information about our next meeting!

The Short List: Reebok, Hershey, Novartis, Raytheon, and more

Raytheon Digital and Social Media Manager Nicole Lightbourne hosted a SocialMedia.org Unofficial Unconference at their office in Dallas with social media leaders from Exxon Mobil, Fossil, Hilton, Hilti North America, and PepsiCo. SocialMedia.org Blog >>

The Wonderful Company VP of Marketing Adam Cooper shared insights on their "The Worry Monsters" campaign across social and digital channels and how they’ve worked to engage with their audience. Brandchannel >>

Reebok Senior Manager of Influencer Marketing and Operations Purvi Patel discussed how they created an in-house influencer team to bridge the gap between their marketing team and digital influencers. The Drum >>

DICK'S Sporting Goods' Dan Winschel, T-Mobile's Elizabeth Bowden and Lacey Perryman, Caitlin Adams from FedEx, Sarah Bolding and Kathleen O'Brien at Phillips 66, Safelite AutoGlass' Jaclyn Bennett, Dagmar Ebaugh and Miles Baltrusaitis from UL, Abbott's Stephanie Radek, Amy Heiss from Charles Schwab, Hilton's Megan McDonald, and Dianne Kibbey from Avnet led Show and Tell talks at Member Meeting 47 this week. SocialMedia.org Member Meetings >>

Procter & Gamble brand Pantene launched their #GreatHairDay challenge on Twitter and Instagram where audience members can use their hashtags to receive a personalized consultation from a hair advisor. Mobile Marketer >>

Hershey brand Reese's kicked off their multi-channel #NotSorry campaign with a sweepstakes and themed posts across social and digital media leading up to Halloween. Marketing Dive >>

Beverley Langevine was recently promoted to Associate Director of Social Media Solutions at Novartis. LinkedIn >>

Clare McElroy was recently hired as a Social Media Strategist for Abercrombie & FitchLinkedIn >>

Briana Pontremoli was brought on as Senior Manager of Public Relations and Social Media for Staples. LinkedIn >>

Stephanie Miller started her new position as Director of Social and Emerging Media for Verizon. LinkedIn >>

Apple is looking for a Head of Social Media to manage their social media strategies across their lines of business and develop their presence across social channels. (Culver City, CA) Apple Jobs >>

Goldman Sachs is looking for a Social Media Lead of Consumer Finance to manage the creation and execution of social media campaigns across platforms and develop their social media strategy to grow their audience. (New York, NY) Goldman Sachs Careers >>

A look at Dallas’ Unofficial Unconference, hosted by Raytheon’s Nicole Lightbourne

This week, we continued our series of Unofficial Unconferences — private, peer-to-peer discussions in relaxed, 3-4 hour sessions hosted in members’ offices — in Dallas, TX.

Raytheon’s Digital and Social Media Manager, Nicole Lightbourne, hosted the meeting — making it our fifth after Unofficial Unconferences in Houston, Kansas City, Phoenix, and the Twin Cities. Nicole brought together Dallas/Fort Worth area social media leaders from: Exxon Mobil, Fossil, Hilton, Hilti North America, and PepsiCo.

They kicked off the meeting with lunch discussions before starting their unconferences — where attendees talked about the topics that mattered most to them that day.

A huge thank you to Nicole for all the hard work she put into making this amazing meeting possible.

Everyone involved put together an incredible afternoon of brands-only conversations — and it was a huge success!

We’re looking forward to seeing more meetings with this great Dallas network.

It’s exciting to see this series continue to grow — stay tuned for more updates as we hold our final Unofficial Unconferences for the season!

The Short List: Hilton, Exxon Mobil, Great Clips, and more

Samsung Senior Marketing Manager Kathleen Braine, Toyota Media Manager Pam Park, and Anheuser Busch InBev Senior Director of Digital Spencer Gordon explained how they are using Twitter to tap into audience culture. Campaign >>

Sue Serna, Global Social Media Lead at Cargill, shared her passion for social media governance and how she's led a successful program through that focus. LinkedIn >>

Edgewell Personal Care brand Schick debuted their new "The Man I Am" campaign across digital and social channels to promote healthy masculinity and shine a light on men's health issues. Marketing Dive >>

Exxon Mobil's recent social influencer campaign on YouTube generated over one million user engagements through their targeted audiences. Mobile Marketer >>

Great Clips partnered with Periscope to launch a Snapchat lens that uses augmented reality to allow customers to try out different hairstyles. Periscope >>

Oreo and Dunkin' partnered up on a collaborative Twitter campaign that ended with a joint product announcement. Ad Age >>

Katie Cornish was recently promoted to Executive Director and Country Head of Digital and Social Media at Novartis. LinkedIn >>

Koch is hiring a Corporate Communications Social Media Manager to curate content for their social media channels and develop social campaigns and strategies across their brands. (Wichita, KS) Koch Careers >>

Hilton Worldwide is hiring a Senior Director of Enterprise Social Media to drive enterprise social media strategy and governance and a Senior Director of Social Media Marketing to craft and execute their enterprise-wide social media marketing strategy across brands. (McLean, VA)

Harris Corporation is looking for a Social Media Specialist to enhance their brand and drive online engagement with their social channels. (Melbourne, FL) Harris Corporation Careers >>

The Short List: Chase, Travelers Insurance, Procter & Gamble, and more

Senior Internet Marketing Specialist Tristin Bates shared how she deployed a new social media management tool across Johns Hopkins Medicine's marketing and communications departments. SocialMedia.org Blog >>

JPMorgan Chase Chief Marketing and Communications Officer Amy Bonitatibus shared how they rolled out Chase Dream Boards on Pinterest to sell home loans. Digiday >>

Chipotle kicked off their new "For Real" multimedia campaign across social channels, including the creation of a second Instagram account that focuses on their ingredients. Adweek >>

P&G brand Old Spice partnered with NFL players Jason and Travis Kelce for a video campaign that will promote their new beard care collection across social channels. Marketing Dive >>

Fortinet and Brown-Forman joined the SocialMedia.org community last week. Their memberships will be led by Senior Director of Global Communications John Welton and North America Modern Media Director Jeff Cole, respectively. SocialMedia.org Members >>

Tressie Long was recently hired as the Senior Director of External Communications at Hertz. LinkedIn >>

Travelers Insurance is seeking a Senior Director of Social Media Marketing to lead social strategy, execution, and performance optimization, as well as expand social selling across the field sales organization. (Hartford, CT) Travelers Careers >>

Discover Financial Services is hiring a Senior Manager of Digital Marketing to define their marketing strategy across digital and social platforms. (Riverwoods, IL) Discover Careers >>

TD Ameritrade is looking for a Senior Social Media Marketing Specialist to lead their social content strategy, launch new social technologies, and develop messaging across social channels. (Omaha, NE) TD Ameritrade Jobs >>

How Tristin Bates deployed a new social media management tool across Johns Hopkins Medicine’s marketing and communications departments

As Senior Internet Marketing Specialist at Johns Hopkins Medicine, Tristin leads efforts around high impact visuals for social, strategic planning, and execution of complex social media strategies. She helps embed social into the department and institution through guiding her colleagues and departments on social media implementation.

One of the largest projects Tristin has worked on was the expansion of Johns Hopkins Medicine social media management tool.

Last year, Tristin led an ambitious department-wide project to better integrate a decentralized social media presence.

Social Studio — a Salesforce platform that assists real-time publishing and engagement and measures performance — provided the technology needed. The project was based around six specific goals: Improving cohesiveness across the channels, instituting enterprise-level tracking, empowering teams managing social media for the brand, improving strategic effectiveness across social media channels, ensuring meaningfulness of channel responses, and making sure everyone was using a tool that fit their needs.

“We felt like integrating and expanding Social Studio would be a really good way to accomplish these goals while improving collaboration across the organization,” explains Tristin.

First, Tristin and her colleagues dedicated a few months to planning out how they were going to set up and lay out the platform so it would be usable. “We ultimately decided to create different workspaces for each of the different accounts — currently we are using thirteen and growing,” says Tristin.

With 60 different users and 30 total accounts across their marketing and communications teams, the priority was making the platform neat, organized, and user-friendly so that all users had the ability to see what was going on in the various channels without impeding their day-to-day workflow.

Once they had mapped out how they would organize the platform, they started developing a social media toolkit for social media admins.

“We wanted to make sure that once we added everyone to the platform, they would have the resources they needed,” explains Tristin. Some of the things that were in the toolkit were common social media responses and inquiries.

“We looked at common responses that we receive — from appointment requests, to education information, to research questions — and compiled that into a 17-page document for our teams,” says Tristin. “We also have guidelines on if there is a complaint that comes in, each of the different hospitals have a different patient relations team.”

Tristin shared how the toolkit is also an important component of the project because they tag all content that goes out on Johns Hopkins Medicine social media channels, and now, with Social Studio, all other accounts will use the same tagging system. So they developed the toolkit to house all of their different tags to improve ease and consistency across the board. This allow them to easily report as one organization.

The next phase of their project was developing training to help users get comfortable with the platform.

Tristin led an hour-long training session to onboard everyone onto the platform. “We worked with the different users to add all of their own accounts and helped them become more comfortable with the tool,” explains Tristin. Then they walked through the high level, key elements of Social Studio.

They followed up that preliminary training with a two-hour session that dealt more with the publishing side — how the teams could use the tool to schedule all of their content and the KPIs for that — and having meaningful interactions and engagements with the social communities.

“Now we’re holding monthly hour-long meetings to talk through successes we’ve had, additional training, new features of the tool, and social media in general,” says Tristin.

Since implementing a management tool, Tristin and other social media users have noticed a big difference in their efficiency and consistency.

“You can definitely see how empowering others to use the tool has made an impact in their work,” says Tristin. “It’s a lot easier for us all to be in one tool where it aggregates all information into one place. It also makes it easier for users to respond quickly.”

The tasks on the horizon definitely include looking at what enterprise-level reporting will be like within the next few months. Now that her colleagues in the marketing and communications department are comfortable in the tool, Tristin will be expanding it to other entity hospitals under Johns Hopkins Medicine to further connect the brand.

“We’ll be putting together training for them and focusing on next steps for how far we can take the platform and what other features we can incorporate and implement across our hospitals,” says Tristin.

Tristin shares that one of their key factors to success was enthusiasm about the tool.

“Everyone who we added to Social Studio was excited about it,” says Tristin. “When we showed them that it would meet needs they knew they had — and didn’t even know they had — they were on board immediately.”

According to Tristin, it was important for them to identify the needs of those you are trying to support in any expansion. “Talking with the users you’re adding and ensuring everyone is engaged, onboard, and receiving the help they need is the most important thing,” says Tristin. “Without that, a tool won’t make a bit of difference.”

To ensure they continue to support them, Tristin has led the creation of office hours and has scheduled monthly meetings with all super users to discuss success stories and lessons learned.

“We needed to figure out how to adjust priorities a little,” explains Tristin. “And how we add to the day-to-day, and really make something like this happen.”

Tristin shares that, at Johns Hopkins Medicine, most of the team members who manage social accounts are also working on a lot of other tasks outside of the social space. So they had to keep that in mind for how they implemented the platform and held their training sessions.

As for her advice, Tristin says that a successful tool integration is less about which tool you use and more about the process itself.

She also emphasizes the importance of leaning on a community of others who have done similar projects for guidance and support.

“Other social media experts have put together training, not necessarily for the expansion of a social media management tool,” explains Tristin. “And you can really learn a lot from what they’ve done and what they would recommend based on that experience.”

Tristin Bates has been a member of SocialMedia.org since 2015. You can connect with her on LinkedIn and follow her on Twitter.

The Short List: Exxon Mobil, Dell, Acura, and more

Exxon Mobil Social Media Manager Jayme Meyer hosted a SocialMedia.org Unofficial Unconference at their office in Houston with social media leaders from Apache Corporation, BBVA Compass, Cameron International, CenterPoint Energy, BP Worldwide, Phillips 66, and Sysco. SocialMedia.org News >>

Regan Clarke, Brand Director at Pernod Ricard brand Absolut Vodka, discusses their new #NoSugarCoating campaign that partners with actor Jesse Tyler Ferguson to create a series of videos for social. The Drum >>

Dell Senior Director of Social Business Thom Lytle, Aflac Digital Marketing and Media Coordinator Tod Meisner, and Intel Senior Director of Content and Global Channels Jan Dunham, Digital and Social Strategist Gunjan Rawal, and Vice President and General Manager of Global Communications Laura M. Anderson, will share brand storytelling strategies for digital and social media at the Ragan Brand Storytelling and Content Marketing Conference. Ragan >>

Acura is partnering with influencers on Instagram and Pinterest for their new #LookUp campaign that targets younger audiences and highlights experiences they can have in their cars. Marketing Dive >>

To promote the launch of their new iPhones, Apple focused their social marketing spend on Twitter with a promoted trend, a custom build for the “like for reminder” feature, promoted tweets in at least 12 languages, a hashflag, and a livestream of the event. Digiday >>

Darden brand Olive Garden launched a social media scavenger hunt campaign through Twitter and Instagram Stories with a prize giveaway for followers who completed it. AList >>

Takeda Pharmaceuticals joined the SocialMedia.org community this week. Their membership will be led by Digital Customer Engagement and Marketing Innovation Manager Kristen Livesay. SocialMedia.org Members >>

Jenna Petroff was recently promoted to Global Social Marketing Manager at Emerson Commercial and Residential Solutions. LinkedIn >>

Jason Yau was hired as the Senior Vice President of Marketing and Digital at Kate Somerville Skincare. LinkedIn >>

Sherwin-Williams is hiring a Digital Marketing Director to develop their omnichannel strategy for digital and social media and report on KPIs across their digital efforts. (Chicago, IL) Sherwin-Williams Jobs >>

Discovery Communications needs a VP of Multi-Platform Strategy and Digital Media to drive social media strategy and content across their channels and develop a brand voice that connects with their audience. (Silver Spring, MD) Discovery Careers >>

Avnet brand Premier Farnell is looking for a Social Media Specialist to manage and create social media content that engages with electronic engineers. (Chicago, IL) LinkedIn >>

A look at Houston’s Unofficial Unconference, hosted by Exxon Mobil’s Jayme Meyer

This week, we continued our series of Unofficial Unconferences — private, peer-to-peer discussions in relaxed, 3-4 hour sessions hosted in members’ offices — in Houston, TX.

Exxon Mobil’s Social Media Manager, Jayme Meyer, hosted our fourth meeting (after our first three last week in Kansas City, Phoenix, and Twin Cities) — bringing together Houston area social media leaders from: Apache Corporation, BBVA Compass, Cameron International, CenterPoint Energy, BP Worldwide, Phillips 66, and Sysco.

They kicked off the meeting with lunch discussions before moving into a large group discussion. They finished off the session with two rounds of unconferences — where attendees could talk about the topics that mattered most to them that day — and a tour of the Exxon Mobil offices.

A huge thank you to Jayme for all the hard work she put into making this amazing meeting possible.

Everyone involved put together an incredible afternoon of brands-only conversations — and it was a huge success!

We’re excited to hear about more meetings from this great Houston network.

Our series is just starting — stay tuned for more updates as these continue across the country!

The Short List: Hallmark, Hilton, Cargill, Ubisoft, and more

H&R Block Director of Advertising and Social Media Wendy Fitch and Hallmark Director of Public Relations and Social Media Jaci Twidwell brought together Kansas City-based social media professionals from AMC Theaters, American Century Investments, AMU, Cerner Corporation, Garmin International, and Logitech for the first SocialMedia.org Unofficial Unconference. SocialMedia.org Blog >>

Megan McDonald, Senior Manager of Social Media Operations at Hilton, shared how they have yielded major benefits from adopting a more cohesive social media strategy. WARC >>

Cargill Global Social Media Lead Sue Serna hosted a SocialMedia.org Unofficial Unconference for 45 social media leaders in the Twin Cities from 3M, Ameriprise Financial, Andersen, Best Buy, Boston Scientific, CenterPoint Energy, Fairview, First American Title, Great Clips, Honeywell, Mall of America, Mayo Clinic, Medtronic, Optum, Patterson Companies, Regis, Securian, Thomson Reuters, Thrivent Financial, UnitedHealth Group, US Bank, and Vista Outdoors. SocialMedia.org Blog >>

Mondelez brand Oreo is partnering with social media influencers and YouTube stars to develop social and digital content for its new campaign geared towards Gen-Z audiences. Marketing Dive >>

Hanna Neitzke, Global Social Media and Programmatic Manager at Avnet, held a SocialMedia.org Unofficial Unconference at their Phoenix office with social media leaders from Apollo Education Group, ARAMARK, Arizona Public Service, Dignity Health, Honeywell, and Synchrony. SocialMedia.org Blog >>

Toyota rolled out a new augmented reality campaign on Snapchat to drive awareness around their new car and engage more directly with their 18-34 year-old target audience. Motoring Research >>

Estee Lauder Companies and Hilti joined the SocialMedia.org community this week. Their memberships will be led by VP of Global Marketing Tyra Neal and Director of Marketing Communications and Branding Alicia Jones, respectively. SocialMedia.org Members >>

Julian Bond was recently hired as the Digital Communications and Social Media Advanced Specialist at DENSO. LinkedIn >>

PepsiCo is looking for a Director of Digital and Social for their Frito-Lay brand to lead digital and social creative, strategy, and content for brands across their North American portfolio. (Plano, TX) PepsiCo Careers >>

Mary Kay is hiring a Digital and Social Media Manager to oversee the planning, development, curation, and distribution of their content across social channels. (Addison, TX) Mary Kay Jobs >>

Ubisoft needs a Senior Director of Social Media to lead media strategy, planning, and buying across their brands and channels. (San Francisco, CA) Ubisoft Jobs >>

A look at Cargill’s Unofficial Unconference in Twin Cities, hosted by Sue Serna

Last week, we kicked off our series of Unofficial Unconferences — private, peer-to-peer discussions in relaxed, 3-4 hour sessions hosted in members’ offices.

Cargill’s Global Social Media Lead Sue Serna stepped up to host our third meeting this week (after the Kansas City and Phoenix teams met earlier this week) — bringing together 45 Twin Cities area social media leaders from: 3M, Ameriprise Financial, Andersen, Best Buy, Boston Scientific, CenterPoint Energy, Fairview, First American Title, Great Clips, Honeywell, Mall of America, Mayo Clinic, Medtronic, Optum, Patterson Companies, Regis, Securian, Thomson Reuters, Thrivent Financial, UnitedHealth Group, US Bank, and Vista Outdoors.

They kicked off the meeting with breakfast discussions before launching into four rounds of unconferences with four sessions each — where attendees could talk about the topics that mattered most to them that day.

A huge thank you to Sue for all the hard work she put into making this amazing meeting possible. Everyone involved put together an incredible morning of brands-only conversations — and it was a huge success!

It’s exciting to see members like Sue engaging in the community like this to bring together so many social media minds from her city and build strong connections.

We had a fantastic first week of this series — stay tuned for more updates as these continue across the country!