TRACK 1: INTERNAL COMMUNICATIONS & SOCIAL MEDIA
Thursday, Feb. 7
9 a.m.-10 a.m.
Opening Keynote with Theron Skees
|Theron Skees is Director of Creative Development for Walt Disney Imagineering.
10:10 a.m.-11 a.m.
"Safe" social media: How to put Web 2.0 tools in your organization without scaring executives or damaging your brand
As a professional communicator, you know your organization needs social media tools: blogs, message boards, social networking, Twitter, interactive video and podcasts. But your executives aren't sold. In fact, they're scared to death— scared of losing control of their most important messages, scared that employees will waste too much time playing with the new channels, scared that social media will turn structured corporate communications into chaos.
Your job is to convince them otherwise. There's only one way to do that: You must prove that the business benefits of social media far outweigh whatever risks might be involved. This session with leading internal communication expert Steve Crescenzo will show you how to do that.
You'll learn how to:
- Master "toe-dipping strategies" ... easy, safe tactics you can do right now to get a foothold in social media and pave the way for in-depth efforts
- Tie your social media strategy to your communications plan, then hook both to your business goals so executives see the value of social media
- Structure your social media channels to encourage conversation and dialogue without losing control of the exchange
- Get the most bang for your multimedia buck—and use video and audio to put muscle in your social media
- Build bridges between internal and external audiences, so that everybody is talking about the messages you deliver
|Steve Crescenzo is CEO of Crescenzo Communications.
The promise and peril of internal social media
With the advent of social media inside the organization, communicators can no longer control the message—if they ever could. With insights and perceptions flowing top-down, bottom-up, and side-to-side, this session will explore best practices and pitfalls to avoid.
During this session you'll learn how to:
- Inspire and encourage employees—including top leaders—to participate responsibly
- Respond to concerns about misbehavior and misuse of time
- Focus the conversation and reinforce key messages
- Incorporate mobile technology to offer access anytime, anywhere
|William Amurgis is the former Director of Internal Communications at American Electric Power.
1:20 p.m.-2:20 p.m.
Special keynote with Justina Chen
Corporate storytelling: Winning hearts and minds
Great storytelling can create memorable, heartfelt communication that transforms customers into a loyal, passionate community. The former Speechwriter for the President of Entertainment at Microsoft (and an award-winning novelist), Justina Chen will draw from speeches she has written—spanning talks from small gatherings of influential media people to arena speeches before audiences of 40,000 employees—to lay out the creative process of crafting relevant, riveting content.
In this practical and inspiring keynote session, you'll learn how to:
- Communicate and sell the importance of a corporate narrative
- Articulate your role as a company storyteller and build your influence within your company
- Create corporate mythology that connects your audience passionately to your company mission with verbal and visual narratives
- Connect powerfully to your audiences with a rich narrative woven with proven storytelling devices
|Justina Chen is the former Executive Communications Manager, Speechwriter and Publicist for the President of Entertainment at Microsoft.
2:30 p.m.-3:20 p.m.
How to turn engaged employees into your best online brand ambassadors
Many companies fear social media and block employees from it. Smart organizations invite their employees to help them grow their reputation, transform customer service, and build new, unprecedented interest in their products and services. Ambassador programs identify engaged employees, invite them to participate, train them and unleash them. Some ambassadors share company messages and invite conversation in their communities, while others seek out people with questions and help them get answers. In this session, you'll learn about different paths companies take to ambassador programs.
You'll also learn how to:
- Get started on your own ambassador program
- Determine the scope of ambassadors' roles
- Make content shareable with employees
- Ensure that employees don't see ambassadors as shills but rather as genuine, enthusiastic colleagues
- Develop ambassador training programs and communication resources
- Measure the impact of your ambassador program
|Sara Folkerts is Internal Social Media Manager at Sprint Nextel.
Shel Holtz is the Principal of Holtz Communication + Technology.
3:30 p.m.-4:20 p.m.
How mobile video can make you a communication hero
Corporate communicators: Smartphones and tablets are your new best friends. They are portable, connected and multitalented. You can push their powerful versatility in new and creative ways that will far exceed their traditional uses—and move your fellow employees to exclaim, "Wow. That's really amazing." Drew Keller and Paolo Tosolini will show you practical demonstrations of how to exploit the multimedia capabilities of mobile devices. At the end of this session you‘ll be able to transform your corporate stories into the best live, real-time street journalism through mobile video.
In this session you'll learn how to:
- Create powerful photo montages of your pictures
- Master best practices to shoot and edit interviews with your mobile phone
- Use tags and videos to promote your products and services
- Live-stream an event from your phone
- Surprise your team using Augmented Reality
|Drew Keller is the Owner of StoryGuide.
Paolo Tosolini is the Director of Digital and Emerging Media at Run Studios.
4:30 p.m.-5:30 p.m.
Special keynote with Jamie Naughton
Delivering happiness to keep employees engaged and customers coming back
In this keynote, Jamie Naughton reveals the ingredients of Zappos.com's world-famous "culture of happiness," the culture responsible for a unique brand that breeds incredibly loyal, passionate customers, influencers and followers. She'll describe how focusing on happiness as a business model has created fanatical customers, happy, super-productive employees, and vendors who are trusted business partners and friends, enabling Zappos to expand beyond selling shoes to clothing, bags and other products. Finally, she will dive into CEO Tony Hsieh's research on the science of happiness, enshrined in his New York Times best-selling book, and how he applied it to the intensely competitive online shoe business. She'll show you why your company ought to start thinking about the importance of a higher purpose for everyone in your organization, a purpose beyond just profits. And she proves that this unconventional goal just might drive astonishing business results.
|Jamie Naughton is a Spokesperson for Delivering Happiness and Speaker of the House for Zappos.com and works directly with CEO Tony Hsieh on the culture for which the company has become known around the world.
Friday, Feb. 8
9 a.m.-9:50 a.m.
Curating stories: The power of corporate storytelling
The goal of any organization: customers, clients and other stakeholders who understand the company's mission. Sure, you can hand them a press release with the mission laid out and push this out every month as a reminder. Or you can create stories that powerfully illustrate your mission in real life time and time again. Which do you think your audiences will remember?
During this panel, three experts will discuss how to:
- Draw on employee experiences to create strong, authentic tales
- Convince execs to throw away corporate-speak and talk from the heart
- Create memorable sound bites for Twitter, Facebook and other social sites
- Make your interviewee comfortable enough to give you a story everyone wants to read
Mark Ragan is CEO of Ragan Communications.
Karan Chandler is the Assistant Vice President of Internal Communication at the Federal Reserve Bank of Chicago.
Karen Lee is the Senior Director of Internal Communications at SAS.
Catherine Hernandez is Vice President of National Corporate Communication at Kaiser Permanente.
10 a.m.-10:50 a.m.
Strategies for managing employee communications in a social world
In today's 24/7 global communications environment, the lines between external communications and internal communications blur. It's harder to know what will have the biggest effect on your target audience. Corporate traditionalists want to control the message and conversation, naturally, but they also want employees who are passionate brand ambassadors. John Cirone will explain why Microsoft sees employee communications as a strategic influencer of employee engagement, and why Microsoft has incorporated social media into everything from executive communications to the recruitment of world-class talent.
Attend this session and you'll learn:
- How Microsoft introduces new employees to social media
- How to balance trust and loyalty within the company with the desire to make brand ambassadors
- How to identify best practices and get consistency in the use of social media in a large company
- What to measure to know you've reached your target audience
- New ways Microsoft uses social media for employee engagement
|John Cirone is Director of Employee Communications at Microsoft.
Closing keynote with Adam Brown
Find the right balance of social media for your social business
So your brand hums on Twitter, your Facebook brand page grows fans and maybe you've dabbled with some paid social media. But your senior marketers are still skeptical of social media. What's a fan worth? Should we spend money on better content or paid placement? Which social media platform is best?
Adam Brown shares some of the secrets that have helped him make Dell and Coca-Cola two of the strongest brands in social media. He'll walk you through Dell's social engagement, share their PEOS (Paid, Earned, Owned, Shared) strategy and explain how his team shows the value of social media to senior execs through fan, engagement, sentiment and attributable-revenue statistics.
Come with questions: The discussion will be lively! Adam will show you how to parlay your social media into a stronger social business.
|Adam Brown Former Executive Director of Social Media at Dell and The Coca-Cola Company.