4th Annual Employee Communications, PR and Social Media Summit

4th Annual Employee Communications, PR and Social Media Summit

Broadcast October 4-5, 2012
Price: $1195
Member Price: $945

Presented by: Ragan Communications
Hosted by: Microsoft

  • Use Pinterest to build a following and drive traffic back to your websites
  • 7 ways internal communications can help create a great place to work
  • Discover how Staples has increased employee productivity through social media
  • Master best practices to shoot and edit interviews with your mobile phone
Product Code: XD2CP0RW
Ragan Insider Members. Remember to login to secure your member price.
  • Check out a preview of the sessions here:
    Thomas Smith Disney Destinations
    Thomas Smith
    Justin Fong Teach for America
    Justin Fong

    Play video

    Jeremy Epstein Sprinklr
    Jeremy Epstein

    Play video

    Drew Keller StoryGuide
    Drew Keller

    Play video

    Andrew Hokenson Best Buy
    Andrew Hokenson

    Play video

    Ryan Penagos MARVEL
    Ryan Penagos

    Play video

    Rocky Walls 12 Stars Media Production
    Rocky Walls

    Play video

    Paolo Tosolini Run Studios
    Paolo Tosolini

    Play video

    Beverly Jackson The Grammys
    Beverly Jackson

    Play video

    Diana Kowalksy REI
    Diana Kowalsky

    Play video

    Sean O’ Driscoll Ant’s Eye
    Sean O’ Driscoll

    Play video

    Kim Darnofall SAS
    Kim Darnofall

    Play video



Welcome with Mark Ragan
Mark Ragan


Strategies for the changing nature and pace of communications
Frank ShawIn today's 24/7 global communications environment it's harder than ever to know what to say when and what messages should travel through which channels. It's becoming more challenging to understand what will have the most impact with your target audience. It is also becoming more difficult to strategically respond to competitive opportunities or threats when the pace of communications is instant.  Timely action and response is of the essence. Frank Shaw will share the things he's learned over the past several years about the changing nature and pace of communications, with an emphasis on competitive PR.

Attend this session and you'll learn:

  • What social strategies work best around competitive PR
  • How to best balance a timely response with need for legal review and involvement
  • How to identify a best practice
  • What to measure to know you've had impact reaching your target audience around competitive communications
  • When to take a risk and when not to act
Frank X Shaw (@FXShaw), Corporate Vice President of Corporate Communications, Microsoft

Employee communications tactics for an ADD world:
How to engage, collaborate and motivate employees

Tobin BurgessCaitlin DuffyWe all know that employee engagement is critical—it leads to higher retention, increased productivity and better morale. But between the "old-fashioned" tactics of email and events and the new wave of social tools, how do you really move employees to action as advocates and experts? Microsoft has learned key lessons in both old and new tactics—lessons that may help you reach and engage employees creatively no matter your set of tactics.

You will learn:

  • How employee comms is gathering followers and landing calls to action via internal social channels
  • Microsoft's key take-aways in designing a mobile news app for employees
  • What kinds of events—from in-person to videocasts to microblogging Q&A—generate the best reach and engagement
  • How one company-turned-division, Skype, managed employee engagement through its acquisition and on-boarding into Microsoft
  • How both specific groups and the corporate team use employee deals and retail to get products into employee evangelists' hands
Tobin Burgess is Senior HR Business Partner, and Caitlin Duffy (@duffycait), Managing Editor of MSW, Microsoft

Come on, get happy: How Expedia enhances employee engagement online
Kristin Graham Mark SchmittFirst begun as a project within Microsoft, Expedia was a pioneer in the dot-com boom. Fifteen years later, the company is Expedia, Inc., the worlds largest online travel company, employing more than 9,000 people in 36 countries. Communicating across time zones to go-go employees who are by nature impatient of going through channels and following by-the-book formal procedures, Expedia tackles internal conversation, collaboration and community by using a portfolio of communication tools. Using both traditional and social channels, Expedia keeps learning and adapting to how these channels inform and inspire employees.

The goal is to get employees to share professional and personal content through tools on a global intranet called BaseCamp. The mix of tools on BaseCamp helps workers cultivate corporate culture, deepens its employee value proposition, and boosts Expedias brand.

In this session, you'll learn:

  • What Expedia learned the hard way as it introduced new tools to email addicts
  • How changing a vacation policy made a competitive difference
  • What channels drive a new health & wellness program
  • How an online employee referral program produces more than 12,000 referrals a year
  • How partnering with PR and IR extends reach, resources, and budget
  • Ideas to get the attention of distracted employees used to reading posts and tweets
Kristin Graham, Vice President, Engagement & Communications, Expedia, Inc.

Mark Schmitt, Senior Communications Manager, Employee Programs, Expedia, Inc.

Support a strong corporate culture by guiding your senior leaders to speak with authenticity and transparency
Diana KowalskyLibby CatalinichTrust is essential to a thriving business. We all know that leaders play a key part in building trust, fostering culture and sparking dialogue. In this session, you'll hear how REI is working to empower and energize leaders as a critical voice in the organization to build employee confidence and engagement.

You will learn:

  • Why executives matter to employees and how to communicate that to your leaders
  • Tips to help managers be a voice for the organization
  • How a CEO blog can bring personality and connection to senior leaders
  • Why old-fashioned face-to-face conversation still matters
Diana Kowalsky (@dianakowalsky), Internal Communications Manager, and Libby Catalinich (@lcatali), Director of Corporate Communications, REI

How to create buzz and excitement with employee communications—from a stale monthly newsletter to an energizing monthly talk show
Justin FongIn the last five years, Teach For America's staff has grown six-fold to nearly 1,700 spread across 46 regions and countless home offices. Fostering community and an esprit de corps has become increasingly difficult, so they developed "The Blank Show," a one-hour monthly live broadcast that strengthens team spirit, fuels the fire for their mission, and allows senior leaders to communicate important messages live to a wide audience.

During this session, you will learn about:

  • The power of live video broadcasts in shaping staff culture and internal branding
  • Internal change management: abandoning a monthly newsletter and starting a talk show
  • Creating buzz and generating buy-in for an hour-long show
  • Behind-the-scenes conversations about strategy and content for the show
  • The nitty-gritty of putting on a low-budget, high-impact production (including technology and equipment selection) 
Justin Fong (@jgfong), Vice President of Internal Communications, Teach For America

Disney Parks Social Media Content: Creating Magical Experiences
Thomas Smith Similar to Walt Disney’s original idea for Disneyland, the Disney Parks social media program is driven by the simple notion that making guests happy is a key to success. Since launching the successful Walt Disney World Moms Panel, Disney Parks Blog and other channels, the program’s strategy has revolved around listening, building relationships, creating and sharing relevant stories and participating in online conversations. Disney Parks has a series of real-world case studies and examples to share as well as the secret to what keeps the company’s most powerful social program moving forward and grabbing attention.

Attend this session and you'll learn:

  • The importance of purposeful storytelling
  • Why Disney Parks social operates like a next-generation newsroom
  • Disney’s secret to moving a social program forward
  • Why doing social right demands creativity
  • How to highlight the best of your company in the social space
  • The key to creating experiences worth sharing
  • How to build structure around your content
Thomas Smith (@ThomasSmith) is Social Media Director at Disney Destinations

7 ways internal communications can help create a great place to work
Kim DarnofallSAS has been in the Top 3 on the FORTUNE 100 Best Companies to Work For® List in the United States, including two No. 1 rankings, in the past three years. Internal communications plays a vital role in earning this distinction by creating or promoting programs featured in the award application, by enhancing leadership communications, and by fostering pride in the company and encouraging camaraderie. All of these are measured in an employee survey, which counts for two-thirds of a company's ranking. SAS' Kim Darnofall will not only outline the ways internal communications creates an award-winning workplace, but will give examples of how they "keep the corporate culture."

You will learn how SAS:

  • Delivers news
  • Engages employees
  • Connects employees to company leadership
  • Connects employees to each other
  • Stays on the cutting edge
  • Keeps the corporate culture
  • Has fun—while still getting work done
Kim Darnofall (@KimDarnofall), Internal Communications Project Manager, SAS

How Best Buy provides a voice for its remote workforce using social media
Andrew HokensonWith the average age of Facebook users pushing into the northern 30s, the mystique of social media isn't such a mystery anymore. However, with a new generation of employees integrating into the workforce (a generation that views email as antiquated and "corporatey"), it's time to integrate the social media philosophy so many are comfortable with at home into the workplace. Andrew Hokenson will take you on a narrative of Best Buy's journey from a monolithic state to a culture of 167,000 communicators.

In this session you will learn:

  • Challenges of changing a "new" communication culture
  • How to develop a social media policy for your intranet
  • Why and how to bridge the gap between corporate and field employees
  • Why social media shouldn't become another communications strategy
  • Why companies shouldn't have a CEO featured on the TV show "Undercover Boss"
Andrew Hokenson (@Andreux), Senior Specialist—Employee Communications, Best Buy

Deliver digital marketing success:
8 steps PR professionals can take to maximize social media

Dux SyAs traditional marketing and social media become increasingly adopted for building relationships with existing and prospective customers, what is the value of social media for PR professionals engaging in a business-to-business environment?

Join Dux Raymond Sy as he shares practical strategies, tips and best practices on how PR professionals can best maximize social media for marketing, brand awareness, customer engagement and sales acquisition. You'll see real-world examples of how utilizing social media can generate legitimate results, including increased business leads and loyalty among existing customers.

In this interactive closing keynote, you will learn how to:

  • Distinguish the value of various social media channels for your PR initiatives
  • Establish relevant metrics for measuring digital marketing success
  • Amplify corporate messaging with an industry "echo" system
  • Integrate social media channels with existing marketing initiatives and sales efforts
  • Leverage internal and external tools like SharePoint, SocialOomph, Google Analytics and Feed Burner to manage social media activities
  • Drive a targeted social media campaign for brand awareness, lead generation, customer engagement and partner initiatives
  • Create a strategic social media roadmap for your organization

Participants will receive a workshop recording, digital marketing templates and checklists, and a strategic social media roadmap template.

Dux Raymond Sy (@MeetDux), PMP Managing Partner, Innovative-e