Tuesday, March 3
9 a.m.-10 a.m.
The art of storytelling:
Overcoming the noise with the simple
Visual storytelling is here to stay. Visual, including video and infographics, boost engagement on social media, drive web traffic and cut through online clutter. During this session Julie Roehm, SVP, Marketing and Chief Storyteller, SAP shares why storytelling may be one of life's most powerful and envied skills. Through practical tips and real examples, Roehm provides ways communicators can use storytelling to tell their story and connect with our customers.
In this session, you'll learn:
- Craft a story that will engage customers and drive interaction
- Gather data and statistics that are valuable to your audience
- Types of data and stories that are best visualized
- Free and low-cost tools to create images on any budget
- Track and measure the success of infographics
Julie Roehm is currently SAP's Chief Storyteller and SVP of Marketing.
10:10 a.m.-11 a.m.
How to develop an infographics strategy:
Key lessons from Cleveland Clinic
Cleveland Clinic's content marketing team produced 150 infographics in 2014, and they plan to increase that number in 2015. Learn what the business strategy is behind this phenomenal effort, hear how they determine the ROI of this content, see examples of their best work, and discover how they have been able to get branded infographics featured in the media, and even mentioned by celebrities on social media.
Amanda Todorovich is Director of Content Marketing at Cleveland Clinic.
11:10 a.m.- Noon
Digital signage strategies for corporate message building
From captive audience networks and electronic billboards to on-demand video and animation, digital signs direct employees, demonstrate products, display social media feeds and highlight company achievements. Learn how to create compelling content and integrate digital signs into your internal and external communications strategy.
You'll learn how to:
- Create a digital-signage content strategy
- Work with graphics and message composition
- Develop corporate messages into digital-signage campaigns
- Bring together the right digital-signage team for the best results
- Tricks and tips to improve employees' retention and participation
Kim Dwyer is Corporate Communications Account Manager of Marketing and PR at Nationwide Children's.
Lunch on your own
1:10 p.m.-2 p.m.
How to go from speaking at customers to engagement and conversation
Gone are the days when companies speak and customers and media line up to hear the gospel you preach. Media change, consumer preferences multiply, and it gets tougher to communicate your messages in a consistent, strategic way. Enter social media. Not only do your messages get lost in a sea of chatter, but now you receive infinite feedback from fans, detractors, and the undecided.
McDonald's, the #1 quick-service restaurant company in the world, saw an incredible chance to communicate its food messages in a new, unique and authentic way. Instead of issuing press releases, holding events, and scheduling tweets, they decided to listen and understand their customer's views and opinions of their brand. McDonald's launched "Our Food. Your Questions" to tackle customer perceptions, answer tough questions, shatter brand misperceptions, become more transparent, change the conversation, and let customers take ownership of McDonald's story.
You'll learn how McDonald's:
- Elevated social listening to a new heights on a platform meant to engage
- Formed an integrated campaign with many consumer touch points
- Engaged customers through real-time communications, images, and video
- Gave curious skeptics free conversational rein to maintain transparency
- Took its strategy and engagement tactics from customer feedback
Tyler Litchenberger is a Communications Manager, External Relations at McDonald's USA.
2:10 p.m.-3 p.m.
Pin it to win it: How to tell your brand story on Pinterest
Pinterest is the second biggest driver of web traffic in the world, behind only Facebook. It's no longer a site for recipes and wedding planning. Instead, many brands use this visual platform to connect with communities, build brand awareness, host contests and more. Learn how Instagram can drive deeper engagement and become an integral part of your digital strategy.
In this session, you'll learn:
- Why your organization should care about Pinterest
- Which Pinterest board categories are best for your brand
- How to turn pinners into customers
- How to use Pinterest to promote your key products and services
- How to cross-promote content, including blog posts, videos and more
- How to measure and track your Pinterest board's performance
Jess Hanebury is Community Manager for Threadless.
Krisleigh Hoermann is Social Media Strategist at the American Heart Association.
3:10 p.m.-4 p.m.
Top resources for visual storytelling:
What they do, how to manage them and what they cost
What are the best resources for creating visual images? From infographic tools to stock photo sites to mobile apps, this session provides popular tools and resources for visual content creation. You'll learn the best resources (both paid and free) for creating social graphics, infographics, photos and videos and which can save you time and money.
- How to enhance your videos with editing apps: Magisto, Vidify, etc.
- No- and low-cost infographic tools: Piktochart, Easel.ly and Infogr.am
- Where to find stock photos that aren't boring or boiler plate
- Tools to organize and catalogue your visual assets
- Legal copyright issues and how to stay compliant
Kevin Dando is Director of Digital Marketing and Communications at PBS.
4 p.m.-5 p.m.
An insider's view of visual storytelling at The New York Times
In this keynote presentation, Graham Roberts provides an insider's perspective of The New York Times graphics desk—who they are, what they do, a look at the wide range of projects they produce from data visualizations, to motion graphics, to breaking news coverage, and how we interact with the rest of the newsroom. Graham will share some of the technologies used to advance their storytelling. You'll also get a behind the scenes look into the development of the "Snow Fall" project from the end of 2012, and a look at how they visualizations have progressed since then.
Graham Roberts is Senior Editor in Graphics at The New York Times.