TRACK 3: ADVANCED SOCIAL MEDIA STRATEGIES
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.
Use mobile and social technologies to reward brand loyalty and drive customer engagement
Reaching consumers who live near your business is no longer a futuristic idea. It is a reality and many companies already reap great benefits. For merchants large and small, location-based services (LBS) have equalized the ability to raise awareness and attract customers. In this case study you'll learn how Tasti D-Lite and Planet Smoothie bridged the gap between the online and in-store experiences and engaged customers by using LBS. Learn how to deploy a successful location-based marketing campaign and integrate conventional loyalty programs with mobile and LBS applications.
You will learn how to:
- Understand the opportunities for innovation in customer engagement
- Integrate conventional loyalty programs with social networks and LBS apps
- Deploy a successful location-based marketing campaign
- Celebrate with your customers around their social and location-based activity with your brand
- Increase brand awareness with lessons from Tasti D-Lite's strategy that enables customers to share their loyalty and location online
|BJ Emerson is VP of Technology for Tasti D-Lite and Planet Smoothie.
Sleep Number and social media ROI: Turn a "like" into a lead
Sleep Number's corporate mission is to improve lives by individualizing sleep experiences. In this engaging session, Gabby Nelson, Sleep Number Director of Internal and External Communications, and her agency partner Social Media Group's CEO, Maggie Fox, will explain how this customer-centric company, a leader in the use of social and digital media to reach and engage with consumers, cracked the code for social media ROI.
Gabby and Maggie will reveal how Sleep Number's culture and organizational expectations around accountability, smart strategy and execution helped this national retailer demonstrate real business value from social media.
In this session you'll learn how Sleep Number:
- Mastered turning "likes" into "leads" through carefully crafted Facebook channels and conversion programs
- Engaged brand ambassadors with thoughtful initiatives that delivered lasting results
- Used social channels to bring enthusiasts and customers together around virtual product experiences, getting tens of millions of impressions
- Increased volume of online conversations about the brand by 110 percent year over year
- Generated a 156 percent increase in positive online conversations
- Reached over 75 million consumers with highly credible earned media
- Orchestrates paid, earned and owned channels to reach new and existing customers where they spend time, delivering valuable content
|Gabby Nelson is Director, Internal and External Communications at Sleep Number.
Maggie Fox is the founder, CEO and Chief Marketing Officer of Social Media Group.
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.
Storytelling on Pinterest: Strengthen brand awareness, engage your audience and create brand ambassadors
Images are one of the most powerful tools to influence minds and hearts. This is the genius behind Pinterest for business. What better way to make your audience feel a part of your organization than showing them images of employees, executives, company events and new products. Few companies have truly mastered Pinterest as a tool to humanize their organization.
You will hear from a panel of experts on how to:
- Show your corporate personality through still images
- Post shareable content that your audience will spread to their networks
- Tell a different story with each board you create—pretty soon you will have many chapters in your corporate novel
- Make sure your Pinterest postings echo your corporate mission
- Create superfans who will advocate your brand on their personal boards
- Give your audience enough to truly understand your mission and corporate vision
Mark Ragan is the CEO of Ragan Communications.
Michael Aaron Bepko is the Global Online Community Manager at Whole Foods.
Kevin Dando is Director of Digital Marketing and Communications at PBS.
Jeremy Porter is Director of Unified Communications at Definition 6, a unified marketing agency.
3:30 p.m.-4:20 p.m.
How publishing your own content transforms your social media PR and marketing into real innovation, engagement, and conversation
They say, "Content is king." Is this just a hopeful cliché or is it the truth? In this session, Josh Hallett of Voce Connect will show you how a comprehensive content publishing strategy fueled the successful global social media campaign for PlayStation. Learn how smart content drives superior conversation, engagement, search and discovery.
You will learn:
- How content fits into a strategic approach to social media
- How the Six P's of Content Strategy—Planning, Production, Publishing, Promotion, Participation and Performance—apply to any organization
- How to scale your content production globally
- How "Content Decay" ought to shape your content distribution model
- Practical Micro and Macro approaches to social media measurement
|Josh Hallett is Senior Vice President at Voce Communications, a Porter Novelli company.
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.
Use Twitter to build your brand:
Stay fun and engaging across many accounts
Strong social media is crucial for every brand, so vital that a foothold on Twitter elevates even the strongest companies. But be careful: Twitter missteps will damage your brand and hurt sales. Here to help is Marvel's own Ryan Penagos, who manages the Twitter accounts @Marvel, @Avengers, @RealDeadpool, @Iron_Man and more, influencing nearly 2 million highly engaged followers. Developing Marvel's Twitter accounts over the last five years, Ryan has seen many highs and lows, do's and don'ts and best practices.
In this session, you'll learn how to:
- Grow your brand on Twitter
- Expand beyond one main feed
- Create #Hashtags: everything you ever wanted to know
- Tweet for engagement, conversation and transparency
- Direct the conversation and know when to take a cue from followers
- Use the right tools for the right jobs
|Ryan Penagos is the Executive Editorial Director for Marvel Entertainment's Digital Media Group.
10 a.m.-10:50 a.m.
How to promote and cover live events better using second and third screens
The Superbowl, a product launch, or a new store opening—all live events where your audience focuses on a TV screen you have no control of. But live-event TV audiences increasingly pick up a laptop or a tablet, which is your opportunity to re-engage. Patrick Stiegman will walk you through how and why ESPN.com put together a live events dashboard that dramatically increased traffic to their live coverage.
This is not a theoretical survey of second screen projects, but a detailed walkthrough of the technology, editorial decisions and process behind their projects.
During this session you'll hear:
- How to create an editorial calendar for your event
- Why mobile is so important—grab audiences where they get information
- Why you must be a multimedia company no matter the industry you're in
- How to integrate second and third screens in live-event correspondence
|Patrick Stiegman is the Vice President and Editor-in-Chief of ESPN.com.
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.