TRACK 1: INTERNAL COMMUNICATIONS & SOCIAL MEDIA
Thursday, April 3
9 a.m.-10 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.
During this keynote presentation, 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 Parks.
10:10 a.m.-11 a.m.
"Safe" social media: How to put Web 2.0 tools to use in your organization without scaring executives or damaging your brand
As a professional communicator, you realize that your organization needs social media tools: blogs, message boards, social networking, Twitter, interactive video and podcasts. But your executives are scared to death. They're scared of losing control of their most important messages; they're scared that employees will waste time "playing" with the new channels; they're scared that social media will turn corporate communications into chaos.
Your job is to convince them otherwise . . . and there's only one way to do that: You need to prove that the benefits of social media far outweigh whatever risks might be involved. This session, with leading communication expert Steve Crescenzo, will show you how to do just that.
- "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
- How to tie social media strategy to your communications plan, and then hook both to your business goals so that execs see social media's value
- To structure social media to encourage dialogue without losing control of the conversation
- To get the most bang for your multimedia buck—and use video and audio to augment your social media
- To build bridges between internal and external audiences, so everybody talks about the messages you deliver
|Steve Crescenzo, CEO of Crescenzo Communications, is a leading expert in corporate and employee communication.
A dip in the activity stream: A customized at-a-glance view of the activities of people who matter to your employees
Employee communication historically has been based in mass media.
Organizations needed to craft compelling communications that helped employees match their work to business goals and commit to the brand. Much has changed in the last ten years. Employee expectations have jumped, trust in leadership has been repeatedly challenged, social software has become routine, and employee engagement has fallen to perilously low levels. Great articles and other content are still important, but they're no longer enough. Equally important to connecting employees to the company is the awareness of what people do in their project teams, and line-leadership relationships. The solution: We must shift from email—an archaic, half-century-old technology?to internal social tools. Employees can only grasp the critical activity stream through social software, which gives employees a customized, at-a-glance view of the doings of people who matter to them.
During this session, you'll learn:
- Why, unlike other customizable tools, employees will tailor their activity streams
- How employee communication gets more traction in the activity stream
- How activity streams sway hard-to-reach front-line employees
- Why activity streams will thrive only after a culture shift to a significant reduction in email use
|Shel Holtz is Principal of Holtz Communication + Technology.
Erin Grotts is Communications & External Relations Director for ConAgra Foods.
1:20 p.m.-2:20 p.m.
Leading and thriving in an "internet of everything" world
Carlos Dominguez is a Senior Vice President at Cisco and a technology evangelist who motivates audiences worldwide through his unique perspective on how technology is changing how we communicate, collaborate, and especially how we work. Carlos gives humorous, highly-animated presentations full of deep insight into how the right technologies and the right culture can create winning organizations. Drawing from more than 20 years at Cisco and a career spent in communications, he reveals how technology is changing the rules of business and explores strategies to avoid getting left behind. Carlos addresses many questions about collaboration including what motivates people to collaborate, how to establish rewards for collaborating, how to find the right experts both inside and outside your company, and how to keep people coming together—online and in person.
|Carlos Dominguez from Cisco is a technology evangelist who calls himself a "Tech Nowist"—that is, someone who embraces change, understands what technology is available today, and believes business has barely begun to realize its transformative powers.
2:30 p.m.-3:20 p.m.
Overcoming the four obstacles to create an effective brand journalism video program
So you've been asked to create videos for your organization. Now what? Come to this session to hear practical tips from practitioners who have already mastered their video production process.
During this session you will learn about:
- The top four video challenges internal comms pros say they face and what you can do to overcome them
- Video hacks that help your organization accomplish more with video in less time, for less money
- How to create inspiring video that employees will actually want to watch and share, strengthening your brand from within
|Rocky Walls is CEO of Indianapolis-based video production company 12 Stars Media.
3:30 p.m.-4:20 p.m.
Real-world strategies to work with your legal department—while still allowing social media to thrive at your organization
Everyone's heard the horror story about the company who has to send every single tweet through legal. Communicators have also heard tale of the Netflix CEO who posted material information to his Facebook page; Justine Sacco—the PR director—and her infamous tweet-heard-round-the-world and the Taco Bell employee who posted a photo of himself licking a stack of tacos. These news-making stories are of shared concern for the professionals who own social media in your organization, as well as for the legal and compliance teams.
An overzealous approach can make it impossible to innovate and do great social media for business. Too lax and you're left open to an evolving array of liabilities. So how do you meet in the middle to protect your ability to innovate while protecting the business? With a great collaborative relationship!
In this presentation you will learn about:
- The major regulatory and industry terms to keep your eyes on
- Strategies for educating legal about social media & getting educated on legal
- Ways to enhance policy trainings & increase social adoption organization-wide
- Streamline information sharing to stay ahead of changes in the legal/regulatory environment
- How to present a unified front on resolving issues, to bring clarity to a new facet of business operations
|Robyn Itule is the Social Media Manager for Insight Enterprises.
4:30 p.m.-5:30 p.m.
With Andrew Davis
Inspired PR: How brilliant digital storytellers create a sudden urge to act
How do you measure the impact of the placements you land? Page views of the press release? Media reach? What if it doesn't really matter? In the digital world you can tell stories that directly impact sales. (Bet your CFO would love to hear that!) In this keynote address, best-selling author Andrew Davis will show you how consumer brands, non-profits and even B2B companies exploit digital and social media to increase sales through inspired story telling.
There's no one better positioned to improve the bottom line than you and your communications team. Andrew Davis will show you how.
|Andrew Davis is a bleeding-edge marketing futurist and author for the publishing, entertainment, and consumer packaged-goods industries.
6:30 p.m.-8 p.m.
Networking cocktail party
Friday, April 4
9 a.m.-9:50 a.m.
Create an enterprise social network: How to make the impossible possible?
It's hard to imagine how Teach For America would function without its Yammer network. It doesn't solve all TFA's internal comms problems, but it is the best way to connect the organization's more than 2,000 staff members across nearly 50 regions. Most important, it gives everyone a voice—an essential ingredient of a great workplace.
During this session, you'll learn how to:
- Work with IT to green-light your enterprise social network
- Get your network flying by persevering in the dark days of no activity
- Establish great community management that empowers employees to speak up (Hint: less is more!)
- Add features that employees value: Make your network "sticky"
- Use public and private groups to connect people across teams and foster collaboration
|Justin Fong is Vice President of Internal Communications for Teach For America.
10 a.m.-10:50 a.m.
The super water cooler: Create an intranet that spans the globe, connects staff and breeds innovation
Everything your company produces comes from the minds of employees, so you'd better have an environment that connects them to ideas, feedback and resources.
Innovation thrives at SAS, known for its presence on FORTUNE's "Great Place to Work" list 14 years running and in the top three spots in recent years. The key: Offer diverse settings where group-thinking is the norm and employees collaborate to problem-solve. Learn how traditional communication takes a back seat to real-time social engagement at SAS, and how the company's intranet has shifted to embrace new ways of working.
Go behind the scenes at SAS to see how they engage employees by:
- Embracing a social networking platform that draws out ideas, stories, answers and influencers
- Sharing relevant, real-time company news and video
- Showcasing employee opinions with internal blogs and article comments
- Revealing the people behind the profession, drawing out the passion
- Engaging employees with fun, interactive features that create unity and respect diversity
- Getting real with information-sharing, putting employees in charge of overload with customizable tools and filters
|Lisa Arney is SAS' Internal Communications Video Program Manager.
Brand journalism at Coca-Cola: Content and data that cuts through noise?
"Coca-Cola Journey" is the most ambitious brand journalism project ever undertaken by Coke. Jay Moye, Coca-Cola Journey's creator and chief editor, walks you through the art and science of creating compelling brand content. He shows how Coca-Cola uses data to influence editorial and how it re-directs its owned media to break through corporate noise.
In this session, you'll learn:
- Why investing in real content is the future of PR
- How content investment fuels rapid social channel growth
- Why it's important for corp comms to think and act like a newsroom
- To ask: Is your Big Data a big resource or just a bigger haystack?
|As senior writer and editor for Coca-Cola Journey, The Coca-Cola Company's global digital magazine, Jay Moye oversees editorial strategy, content development and creative direction for the award-winning storytelling platform.
BONUS Lunch session (provided onsite)—PLEASE REGISTER SEPARATELY*
Learn how businesses are leveraging video across the enterprise
Wrap up the Ragan conference with a BANG! Join Qumu and Ragan for lunch and the chance to network with your peers and learn how to create better customer, employee and partner engagement.
During this bonus session you will:
- Learn from companies that have made video part of their corporate culture
- Discover how employees can better collaborate across dispersed teams
- See how companies that have invested in video value their investment
*Visit the Qumu booth to pre-register for this FREE bonus session immediately following the closing keynote on Friday, April 4.