TRACK 2: PR, MARKETING & 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.
Crisis communications in a new-media world:
How to use social media to stay ahead of the news cycle
Airlines are constantly in the news, and the growing trend of coverage starts on social channels as customers begin conversations. When the US Airways plane landed in the Hudson River, it took less than 10 minutes for a passenger on the rescue ferry to tweet the first photo from his iPhone; a mere 34 minutes later, MSNBC interviewed the passenger as an eyewitness. When Southwest Airlines had an emergency on Flight 1919 in Chicago, it used social and traditional media to emerge from the crisis with reputation intact.
Social media allows Southwest to begin an instant dialogue with more than 4 million fans, followers and customers. Brandy King, Senior Communications Manager for Southwest Airlines, will share how her company realizes business value in this new world.
You will learn how to:
- Identify escalating situations on social networks and deal with them: Risk management and crisis response at Southwest
- Build trust and passion: Use social media to share good news stories, build brand advocates and spread positive news internally and externally
- Push information at the speed of light: Don't just keep up with the sheer speed and spread of social news, stay several steps ahead
|Paul Flaningan is Public Relations Manager for Southwest Airlines.
"Pin It!:" How two little words changed the social landscape
You've heard of Pinterest, which has fast become the third largest social network. It's one of the hottest social media platforms, driving more referral traffic than Google+, YouTube and LinkedIn combined. Eleven million monthly users on Pinterest offer brands a huge target audience to engage through compelling images and visual storytelling. Michael Aaron Bepko, Global Online Community Manager for Whole Foods Market, will discuss his use of this shiny new platform, how it fits into Whole Foods' social marketing and how it's helping meet business objectives
In this session, you'll learn:
- What opportunities exist for both large and small brands
- How to find the best content strategy and how often to post
- How to identify and engage influencers on Pinterest
- How to use your existing social platforms to build followers on Pinterest
- How to produce stories using Pinterest board layouts
|Michael Aaron Bepko is the Global Online Community Manager for Whole Foods Market.
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.
All you need to know about using Google+ for your brand
You've probably heard about Google+ because it is the fastest growing Google product to date. This session will demystify G+ and show you how your brand can use this new social media platform.
In this session, you will learn:
- Google's vision behind G+ and how G+ fits within the social space
- Actionable steps to activate your company's brand on the platform
- Advanced strategies to further growing your brand's social equity across all of Google
- Best in class examples across various industries · Tools to aide in measuring your social impact across the web
|Amy Ravit Korin is the Midwest Communication Manager for Google+ Local for Google.
3:30 p.m.-4:20 p.m.
How the Phoenix Suns use Twitter, Facebook and other social media to extend their brand and engage fans
Widely considered a leader in technology and communications among professional sports franchises,, the Phoenix Suns have won many awards for their interactive initiatives, and are now setting new social media standards.
In this informative and entertaining session, you'll learn how the Suns exploit the very latest emerging media to engage their current fans and strengthen their brand, while generating new revenue and growing their fan base.
You will hear about:
- The evolution of the Suns' social media strategy
- How the Suns maximize their appeal on social media to sell tickets and digital sponsorships
- The Suns' philosophies on Facebook, Twitter and Google+
- The successful integration of Suns.com, social and mobile
- The Suns' passionate brand ambassadors, both inside and outside the organization
- How the Suns use location-based services (LBS)
|Jeramie McPeek is Vice President of Digital for the Phoenix Suns. Entering his 21st season in the NBA in 2012-13, @jmcpeek oversees the organization's digital, mobile and social media initiatives.
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
8:15 a.m.-8:45 a.m.
Grab a cup of coffee and a stack of business cards to meet your fellow attendees in a lightening round of speed networking that will get you energized for the rest of the day.
9 a.m.-9:50 a.m.
Disney Parks Social Media Content: Creating Magical Experiences
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.
10 a.m.-10:50 a.m.
How to make B2B social media work by being creative where it's least expected
Not all communicators have cool—or even tangible—products to promote, but that doesn't mean social media engagement has to suffer. Even in traditional and highly regulated industries, you can create digital and social media campaigns to engage clients and colleagues. SWIFT, the financial industry's cooperative, embraced social media to bolster its reputation, raise awareness of its portfolio and keep conversations going long after events ended.
In this session, Kim Bratanata will tell you how SWIFT went from Internet-averse to social media-savvy in a very few years, and how a few creative campaigns convinced SWIFT executives of the value of social media for business-to-business marketing.
Join this session to learn how to:
- Develop a social media strategy executives will love
- Make social media policies digestible while you keepi Legal on your side
- Secure internal buy-in through targeted social media education
- Manage social accounts effectively across different brands
- Produce interesting, persuasive content with social media editorial meetings
- Infuse dry topics with tongue-in-cheek creativity while you stay on message
|Kim Bratanata (@KimBratanata) is the Social Media Manager at SWIFT, the global provider of secure, financial messaging services.
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.