TRACK 2: PR, MARKETING & 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.
How newsrooms use social media to report and break news—and how that helps you as a PR pro
We used to watch the news to find out the latest on a story or see compelling video. Now the news has become socially driven and the on-air newscast complements the social presence of a television or radio station—especially a newspaper. You're a PR professional. How do you show your client that his or her story was broadcast not on the news, but through social channels—and that it was even more powerful and effective there? Join Lee Gordon, who takes you inside the "new" mind of a newsroom to show you how the media breaks and reports news today. Gordon has spent his career breaking news himself.
In this session, you'll learn:
- How a newsroom uses social media to break and report news
- Why non-news times when the news isn't on are just as valuable as news times when the news IS on
- How newsrooms encourage street journalism
- How newsrooms decide who is a credible source and who isn't
- To be an asset to a newsroom, not an annoyance, by providing value to reporters' coverage
- Quick do's and don'ts of talking on-camera: How you can help your clients
|Lee Gordon is the Director of Public Relations at Mercury Marine.
Social rebranding: The #newAmerican is arriving
2013 was a pivotal year for American Airlines. From an entire new fleet and enhanced products to a complete rebranding, merger announcements and major sponsorships such as SXSW 2013, American used social media to amplify, inform, engage and respond to consumers and the public. Social media has been key to the transformation of the iconic AA brand, bringing people along for the ride.
In this session, you'll learn:
- How a major brand used social media to reposition itself
- Best practices for integrated marketing campaigns
- To capitalize on key moments and opportunities throughout the year
- How social listening and analytics help you grasp consumer sentiment for a rebranding or for other major initiatives
- How to activate major sponsorships in a smarter, targeted and less expensive way
|Jon Bird is currently Creative Manager for Social Marketing at American Airlines.
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.
Creating powerful marketing videos that share your organization's story
Does your organization create marketing or fundraising videos, but fail to get the effect you wanted? Do you wonder if there are better ways to communicate information? Creating informative and engaging videos isn't as challenging as you think.
In this session you'll learn:
- How to revamp your approach to videos
- Six stories types every organization should use
- Matching the customer experience with the right video
- How to document what patients want to see in videos
- How to use content strategy in creating videos
- Tips for combining marketing and fundraising strategies
|Michael Schmidt is the Director of Digital Media & Philanthropy for Arnold Palmer Medical Center in Orlando, FL.
3:30 p.m.-4:20 p.m.
Social media for social impact: How to get engagement around a cause
In 2012, Northwestern Mutual—a leading financial security company and Fortune 100 company—launched its Childhood Cancer Program (CCP) to engage new and existing brand supporters in a big way. Since then, Northwestern has won several industry awards for its causes—many for its Share Unstoppable Happiness! Facebook campaign, which raised awareness and funds for childhood cancer research and support for families going through the disease. Discover how to develop award-winning, influential social media campaigns from Northwestern Mutual and its agency partner Cone Communications.
You will learn:
- How to engage all stakeholders in a cause: nonprofit partners, staff and executive leadership
- How to capture and create authentic brand content that spurs action
- The value of nimbleness and having contingency plans in place
- Why social media advertising should be an integral part of your promotional plan
- How monitoring and responding to consumer engagements with the "appropriate" voice can make or break your campaign
|Peter Balistrieri is a Senior Communication Consultant at Northwestern Mutual.
Rich Maiore is Vice President of Social Impact at Cone Communications.
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.
Social media engagement: Tried and true tactics
Engaging customers in a true conversation while supporting business and communications goals sometimes seem impossible. The business expects you to stay on message and sell its story. Customers want to be entertained, inspired, and informed. How do you reconcile these two widely different aims to create engaging content that grows your business? In this session we'll tackle the nitty gritty of making both sides happy and sparking social media engagement.
- To rethink corporate communications by starting from your customers (it's easier than it sounds)
- Real-world examples of how to write sharable content in which your customers tell important stories about you in a way that makes them feel good (no contests or gift card bribery required)
- The critical role visuals play in customer engagement and how to exploit them (big budgets not necessary)
- To think beyond engagement to community: Create a foundation that makes permanent community engagement easier
- Complicated stories Whole Foods converted into engaging customer experiences (if we can make bees and GMOs engaging you can make anything engaging)
|Natanya Anderson is the Director of Social Media and Digital Marketing at Whole Foods Market.
10 a.m.-10:50 a.m.
The corporate symphony: Taking center stage
Social business has already transformed the way that many companies do business as it continues to revolutionize their organizational structures, processes and cultures. Leading organizations are embracing the move to integrate social into their core strategic and operational DNA. Organizations that are not making the transition to social business and integrating this into how they regularly conduct business risk being left behind. As ownership of social business becomes increasingly distributed, employees become empowered to build key stakeholder relationships and make key decisions to be able to respond to shifting marketplace needs in real time.
This presentation will provide insights into how to invite your internal business partners to participate in the corporate symphony as known as social media.
You will learn:
- How to become the Social Maestro
- Words that scare social/digital teams
- Strengthening social media by integrating owned, paid and earned media
- Why a team will always trump talent
- Creating a sustainable social strategy
|Victor Reiss is Manager, Digital & Social Channels at FedEx in their Corporate Communications department.
Michele Ehrhart is Global Reputation Content Manager for FedEx Global Reputation & Citizenship.
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.