March 11–13, 2020
Walt Disney World Swan & Dolphin Resort, Florida

This is the social media conference of the year, connecting you with your communication peers and giving you the tips, takeaways and secrets to better connect with audiences across all online platforms. Oh, and it’s at Disney World!

#RaganDisney

As social media platforms present a dizzying array of opportunities for brand managers across industries and organizations, jumping on a current trend and creatively engaging with fans can bring success with tangible bottom-line ROI.

Not all social media strategies are created equal, however—and only savvy communicators with an eye for the right type of content, shared at the right time on the right platforms, stand to win.

Join us to learn from top experts making a splash online and glean tips, takeaways and secrets for connecting with your most passionate fans, crafting and distributing content that makes people click, avoiding blowback and criticism, and telling stories which can catapult your brand into consumers’ hearts.

Learn how to:

  • How to adapt social media strategies and tailor content to different audiences and changing algorithms
  • Ways to drive your organization’s brand through emotional storytelling and content
  • Tips for embracing video and podcasting trends to better reach audiences
  • Ways to work with content creators and influencers across social media platforms
  • Tips for reaching a dispersed workforce and effectively engaging (and exciting) employees
  • How to measure your content’s effectiveness and brand sentiment—and ways to use data to power your social media strategies

Hosted by:
Presenters
Presented by:
Presenters
Don't miss this unique opportunity!

Attend three days of information-packed sessions and inspirational keynotes on the magical grounds of Disney World.

  • March 11:
  • Pre-conference workshops *extra fee to attend
  • March 12 - 13:
  • Track 1: Best Practices Across Social Media Platforms
  • Track 2: Social Media Strategies for PR and Marketing
  • Track 3: Social Media Strategies for Internal Communications

AGENDA
Pre-conference workshops : Get up to speed before the main conference with in-depth, interactive workshops. *Extra fee to attend.
Wednesday, March 11
9–10:30 a.m.
Using emotional storytelling and digital content to open 'a whole new world'

Whether you’re looking to create an outstanding video, an attention-grabbing visual or a scrollworthy blog post, you’re up against a sea of content fighting for your audience’s eyeballs. Stand out from the crowd by cutting to the heart of your story. Bob Hitchcock, editorial content director at Disney Parks, will share why content based on emotional storytelling is crucial to success, along with ways you can relay that magic to the reader or viewer across platforms and channels.

You’ll learn:  

  • Sources of evergreen content—and how to find the best stories
  • Ways images and videos can increase engagement and make your stories more shareable
  • Tips and takeaways for harnessing trends and tapping into what your community craves
  • How to ensure both partner and your own content align with brand voice without stifling your tale
Editorial Content Director (former)
Disney Parks
Read bio
10:45 a.m.-12:30 p.m.
Part one: How social media can help you 'go the distance' in your communications career

Please note: This presentation will take place at 10:45-11:45 a.m., followed by an interactive panel.

Today, a tweet or YouTube video can quickly create viral gold or the next brand boycott, and yesterday’s way of creating, sharing and measuring branded campaigns and messages will no longer cut it. Tina McCorkindale, president and CEO of the Institute for Public Relations, and Marcia DiStaso, chair and associate professor at the University of Florida, will share new research about how social media is affecting PR efforts and the industry’s future. They will discuss takeaways for better audience behaviors as well as how social media is situated in organizations and the digital landscape to help you carve out success and create your future career path.

You’ll learn:

  • The career path of a social media manager
  • How to effectively structure social media departments (including budgets, reporting lines, performance evaluations)
  • How to better understand behavior and influence on social media—and the most important business metrics to advance your efforts
  • Ways that social media is making PR efforts trickier—especially crisis communications and reputation management—along with ways to stay ahead of the curve
  • Research insights and actionable tips to add social media skills to your PR toolbelt
Associate professor and chair of the public relations department
University of Florida
Read bio
President and CEO
Institute for Public Relations
Read bio
10:45 a.m.-12:30 p.m.
Panel
Part two: How social media can help you ‘go the distance’ by turning your career path ‘from zero to hero’

Please note: This interactive panel will take place at 11:45 a.m.-12:30 p.m., following the presentation.

Glean lessons from the playbooks and LinkedIn profiles of communicators across industries in this interactive panel discussion on the career path driven by social media advancements, positions, skills and more. Ask your most pressing questions and get answers from our panel of experts.

You’ll learn:

  • How social media can help you take hold of your career, no matter your industry
  • Ways to navigate trends and stay on top of changes to social media platforms, algorithms, best practices and more
  • Skills and tools that can power both your strategies and resume
  • How to prepare for the future of social media and avoid stumbling blocks
Vice president of digital strategy
Porter Novelli
Read bio
Global social media marketing manager
Wyndham Destinations
Read bio
Social media specialist
Johns Hopkins All Children's Hospital
Read bio
Public relations director
Disney Parks
Read bio
12:30–1:30 p.m.
Networking Lunch

(Served onsite)

1:30–4:30 p.m.
'Off with their heads': How to craft attention-grabbing videos and podcasts

Don’t use the growing trend of video content and podcasts as ways to “check the boxes” for your next social media campaign or employee engagement initiative—deploy them strategically. Though no video or podcast is the same, the creative process of bringing it to fruition is—and it’s something you can master. In this interactive workshop, Shannon High-Bassalik, affiliate of Ragan Consulting Group and chief creative officer for HighBall Media Group, will run through the steps he and his team use to bring video production and podcast content to life, whether it’s a television show, a commercial, an employee video or an executive communications podcast.

You’ll learn: 

  • A proven and highly effective step-by-step creation and execution process that includes scripting, production, editing and measurement
  • When and why to say “no” to a podcast or video concept—and how you can convert that energy
  • Ways to jump-start your creativity and uncover interesting story ideas
  • Formats to substitute for your leader’s talking head or corporate soliloquy
  • Why your shot list is as crucial to the video production process as your sound setup is to the podcasting process—and how to improve each
Affiliate
Ragan Consulting Group
Read bio
6–8 p.m.
Dine-around networking dinners

Discuss what you’ve learned along with your other insights, challenges and triumphs on social media and beyond with other attendees, speakers and sponsors. Our dine-around dinners are an “on your own” opportunity to have face-to-face networking time in intimate groups each led by a conference speaker. Spots fill up quickly!

Track 1: Big Stage
Thursday, March 12
7:30–8:45 a.m.
Registration and networking breakfast

Check in to the event, receive instructions and your name badge, and select social-media themed “flair” to show off your social media passion and focus. Enjoy a breakfast spread as you continue the conversation from the night before and introduce yourself to your peers in preparation for a day full of insights and takeaways. Don’t forget to mark your favorite sessions in the app to create your own schedule for the day!

7:40-8:30 a.m.
Bonus Breakfast Session
‘Following the leader’: How Microsoft connects with employees to boost engagement and culture

Microsoft has undergone a rapid culture change in recent years, becoming a people-centered organization with a mindset on growth and connection. To enact this transformation, Microsoft’s leaders turned to social media to share their vision for the future as well as take the pulse of employees and elicit feedback. Whether preparing for an organizational change or seeking to increase employee engagement, you can harness lessons learned to cultivate a thriving company culture and connected employees. In this bonus session, Kasia Krzoska, senior product manager at Microsoft, will showcase the company’s strategy and toolkit that bridged the distance between leadership and their modern, global workforce, as well as address issues and take important steps towards reaching their company goals.

You’ll learn:

  • Ways to assess your organization’s culture to embrace what’s working—and confront what’s not
  • Digital tools and processes that can help your leaders better engage with employees
  • How to encourage your employees to share their feedback and new ideas
  • How social media strategies can increase transparency and help your workforce become actively involved in your mission
Senior product manager
Microsoft
Read bio
8:45–9 a.m.
Welcome remarks and how to get involved

Our masters of ceremonies will welcome you, share important reminders and announcements, and tell you how to get involved through our event app and across social media platforms using our #RaganDisney hashtag.

They'll also introduce influencer Rachelle Lucas, blogger and owner of “The Travel Bite.” She will speak as part of a fireside and be available to answer your questions and network with you throughout the day.

Rachelle Lucas
Blogger
The Travel Bite
Read bio
Director of worldwide social marketing
Lenovo
Read bio
Mark Ragan
Owner
Ragan Communications
Read bio
9-9:45 a.m.
Opening Fireside
'Be prepared': Addressing COVID-19 and stopping misinformation's spread

Unforeseen crises including the new coronavirus outbreak can quickly send you and your organization scrambling to address concerns and ensure both employees and external audiences have up-to-date information that increases trust. That becomes increasingly harder to accomplish as social media platforms speed up the news cycle and can quickly spread misinformation and fake news, further adding to sensationalized reporting along with viral images and videos. Join Rebeca Mueller, vice president of digital strategy for Porter Novelli, and Caitlin Angeloff, social strategy director for Providence St. Joseph Health, in a fireside discussion led by Mark Ragan, owner of Ragan Communications, as they discuss how to prepare and protect yourself in the social media age.

You’ll learn:

  • Ways to prepare for crises ahead of time and help deploy key members of your organization to support your efforts
  • How to effectively get information in front of your audience, dispelling myths and misinformation
  • Steps for using social media effectively within your crisis response (along with pitfalls to avoid)
  • Best practices for futureproofing your organization’s brand image
Vice president of digital strategy
Porter Novelli
Read bio
Caitlin Angeloff
Social strategy director
Providence St. Joseph Health
Read bio
Mark Ragan
Owner
Ragan Communications
Read bio
9:45-10:30 a.m.
Keynote
'What a day': Taking advantage of live social media experiences and trends

Your organization’s brand voice and social media guidelines are vital to an aligned online presence, but you can’t afford to sound stiff or only share your own content and announcements. By understanding your audience and how it fits in to trending events, news and pop culture, you can better relate with members while racking up social media kudos.

Alyssa Velazquez, director of MTV’s social media and fan engagement at ViacomCBS, will showcase how the TV brand stays authentic across its social media profiles that collectively carry more than 100 million followers. She’ll also share MTV’s success in covering live events such as the Met Gala and other trending news and experiences on Twitter, Instagram and beyond. Learn ways to deliver value while boosting brand affinity—and how you can successfully insert yourself into trending online conversations.

Director of MTV’s social media and fan engagement
ViacomCBS
Read bio
10:45–11:15 a.m.
Fireside
‘Friends on the other side’: Behind the scenes with influencers and content creators

Most PR, marketing and social media pros have worked with influencers to power their campaigns and reach new audiences. Though many organizations are including influencer relations as a focus—and backing that focus with a bigger budget—questions remain. How can you best partner with these influential content creators in ways that benefit both sides? The secrets lie in understanding and tapping into influencers’ passions and communities. In this interactive fireside with Rachelle Lucas, blogger and owner of “The Travel Bite,” you’ll glean insights behind what makes her content sing—along with how to effectively work with content creators.

You’ll learn:

  • What influencers look for when working with organizations and how you can determine a fit
  • Ideas and insights from compelling blog and social media posts that drive consumers to click
  • Ways to spark creativity and deliver value to online communities
  • Blogging and influencer campaign pitfalls to avoid
Meghan Madhaven
Manager of Strategic Programming
Ragan Communications
Read bio
Rachelle Lucas
Blogger
The Travel Bite
Read bio
11:30–noon
How YouTube, TikTok and Snapchat can help you ‘touch the sky’ with Gen Z

Gone are the days of turning on network or cable TV to watch a news broadcast—at least, among nearly half of Generation Z viewers. Andrew Springer, consultant for Voice of America and former executive producer of NBC News’ Snapchat series, “Stay Tuned,” will share the huge opportunity for news media companies and communicators targeting the 49% of Gen Z consumers who are watching less and less TV. He’ll also talk about best practices to reach and engage younger viewers, along with insights from short-form videos that can bring millions of unique viewers to interact with previously ignored news and information.

You’ll learn:

  • How to better understand the content and format that appeals to Gen Z
  • Ways to make your content short and snackable—while still packed with value
  • Tips for taking advantage of video-centric and mobile-first platforms
  • How social media is changing the way news and other information is consumed
Consultant
Voice of America
Read bio
Noon–1 p.m.
Networking lunch
1-1:30 p.m.
Become ‘best of friends’ with your influencer marketing strategy

As consumers’ trust in organizations falter, partnerships and endorsements from content creators and other social media heavyweights can grab your audiences’ attention and sway both hearts and minds. It’s not enough to partner with any influencer and cross your fingers, however, Learn how to measure the true value of your influencer marketing campaigns, so you can scale them effectively to boost your bottom line. Bradley Hoos, chief growth officer for The Outloud Group, will share the agency’s more than decade of experience and drill down to the obstacles that keep communicators from successful influencer efforts, along with unpacking what it takes to execute successful influencer campaigns and introduce models and tools to help you do the same for your brand.

You’ll learn:

  • The major barriers to influencer marketing and best practices for success
  • How to most effectively work with an agency to execute influencer marketing strategy
  • How to understand and scale your organization’s influencer efforts
  • Predictions for the future of influencer measurement and what you can do to prepare
Chief growth officer
The Outloud Group
Read bio
1:45–2:30 p.m.
Panel
How podcasting can take social media storytelling 'to infinity and beyond'

Video is hot, but podcasting is even hotter. The storytelling format can boost your online presence immensely and help you better connect with your audience across social media platforms. However, it’s not enough to just think of a podcast idea or create only a few episodes. In this panel of social media experts moderated by Andrew Springer, consultant for Voice of America and former executive producer of NBC News’ Snapchat series, “Stay Tuned,” you’ll get the opportunity to ask questions in real time and receive insights for your most burning podcast questions.

You’ll learn:

  • How podcasts can better reach and captivate your audiences
  • Considerations for starting a branded podcast, including necessary time and resources
  • Ways you can harness technology and social media platforms throughout each stage of the process, from your script to distribution
  • How this storytelling type can complement and enhance other social media, PR and marketing efforts
Vice president of corporate communication
Cervera Real Estate
Read bio
Consultant
Voice of America
Read bio
Caitlin Angeloff
Social strategy director
Providence St. Joseph Health
Read bio
2:45–3:15 p.m.
‘Remember me’: Tell a story with your metrics and prove social media ROI

As more and more communicators scramble to provide proof that their efforts are working, how can you—and should you—attribute value to the work you’re doing in social? John Young, social business advisor for Southwest Airlines, will give you a glimpse of how a large brand looks at ROI in social media through strategic metrics and help youto show value within various aspects of social media. Put together smarter ways of measuring success that can help you tell a story, evaluate your successes and stay on track (or adjust if you’re falling short).

You’ll learn:

  • How to use your metrics to show the value of social media
  • What benchmarks to use in evaluating the competition
  • Ways to drive toward measurable goals that impact the business
  • New metrics that can play a role in justifying social media’s work
  • How to improve your sentiment reporting with a more robust sentiment philosophy and metrics
John Young
Social business advisor
Southwest Airlines
Read bio
3:15–3:45 p.m.
Networking break

Enjoy refreshments, visit with our influencers and sponsors, and brainstorm social media inspiration with your peers.

3:45–4:15 p.m.
Sing 'heigh ho': Empowering employee ambassadors to carry your brand's torch

Social media has leveled the playing field and enabled organizations of all sizes to better connect with their audiences. However, building and boosting your brand online in a crowded digital landscape is no easy feat. Your employees hold your organization’s most important and compelling stories. When turned into ambassadors, they can raise the torch more effectively than many PR and marketing campaigns. Consumers, stakeholders and employees also seek greater transparency and access to organizations’ executives and leaders, so it’s growing increasingly more important to establish leaders’ voices online through content and interactions that combine branded messages with personality, insight and authenticity. Carlos Gil, affiliate consultant for Ragan Consulting Group and bestselling author of “The End of Marketing,” will show you how to help your employees and executives become your most effective faces of social media marketing—along with ways you can immediately start gaining credibility and attention.

You’ll learn:

  • Traits of outstanding employee ambassadors
  • Tips for using Twitter, LinkedIn and Instagram for earned media opportunities and driving brand awareness (and website clicks) through employees’ online activity
  • Ways to gain buy-in for employee campaigns and social media training programs—along with tips for getting internal stakeholders actively involved
  • How to incorporate fun and personality into your corporate content
  • Ways to adapt your organizational culture to one that embrace social media with open arms
Carlos Gil
Affiliate consultant
Ragan Consulting Group
Read bio
4:30–5:15 p.m.
Special Keynote
How social media magic can be more than 'a wish your heart makes'

From its cast members to its content partners, Disney Parks isn’t short on stories to share with its interested and engaged community. Yet, there are many more personalized and compelling tales to tell across channels and in a multitude of formats that meet audiences where they are—including new and rising digital trends such as podcasts, long-form videos, mobile-first strategies and audio content.

Join Thomas Smith, editorial content director for Disney Parks and the founder of the Disney Parks Blog, and Mark Ragan, owner of Ragan Communications, in this fireside chat that will give you a backstage pass to what it’s like covering original stories in new ways, Smith will shed light on the future of content and social media engagement—with a sprinkle of magic along the way.

Mark Ragan
Owner
Ragan Communications
Read bio
Editorial content director
Disney Parks
Read bio
6–8 p.m.
Networking cocktail party

Join us for a magical networking party hosted by Disney Parks that includes music, delicious drinks and snacks, conversation and opportunities to interact with a few characters (it is Disney World, after all!)

Friday, March 13
7:30–8:15 a.m.
Networking breakfast

Settle in for the final day of awesome social media insights and takeaways as you enjoy a delicious breakfast spread and continue chatting with other attendees along with speakers and sponsors. Don’t forget to add your favorite sessions to your schedule on our app and continue creating content for our #RaganDisney contest!

8:15–9 a.m.
Opening Keynote
'Checkmate': Secrets of social media content that reaches and resonates

Communicators in today’s increasingly digital media landscape understand the importance of social media, but many organizations still struggle with how to establish an online presence that is relevant, creative and appealing to audiences across interests and social media platforms.

Carolyn Reams, founder and former director of social media strategy for the CIA, will show you how to gain attention and take advantage of current trends in ways that make sense to your organization’s mission and voice, providing information to interested audiences and growing your digital community, no matter your industry (or secrets).

Founder and former director of social media
CIA
Read bio
9:15-9:45 a.m.
Virtual Presentation
'Trust in me': Mixing humor with content that respects your social media audience

You might be surprised to learn that “America’s Finest News Source” has been around for more than three decades. The Onion’s longevity and success is due to the digital media company’s ability to innovate with content and experiment in times of growing uncertainty within the crowded digital media landscape. Touting more than 7 million monthly unique website visitors, 6.5 million Facebook fans and 11 million Twitter followers, the original satirical news source is thriving more than ever. Ryan Shattuck, senior social and digital media manager for The Onion and ClickHole, will give you a behind-the-scenes look at what brings the publication’s iconic voice and content to life, helping it stand out and spread across social media.

You’ll learn:

  • Ways to respect your audience through the type of content you share
  • How to ensure quality and brand voice standards—even for irreverent social media initiatives
  • Why humor wins across social media
  • Takeaways for adapting to an “always on” audience
Senior social and digital media manager
The Onion and Clickhole
Read bio
10-10:30 a.m.
Digital PR strategies for Instagram and beyond that help even unsexy brands 'see the light'

You don’t have to have a popular sports, food or entertainment brand to be successful on social media: You can also effectively relay important information, change perceptions and provide customer care no matter your organization’s size, industry or consumer sentiment. David Johnston, social media manager for the Transportation Security Administration (TSA), will share how humor and storytelling through visuals on Instagram, blog posts and other social media content can help you shed negative sentiment, forge connections with followers and boost your brand, no matter what your industry.

You’ll learn:

  • Where to find unique, authentic content for your brand
  • Tips for telling your organization’s narrative and changing perceptions even when you receive backlash
  • How to take pages from successful social media playbooks, regardless of size or budget
  • Steps for providing customer care while maintaining your brand voice
David Johnston
Director of Social Media
TSA
Read bio
10:45-11:15 a.m.
Fireside
Videos can add all the 'colors of the wind' to your storytelling and content efforts

In the battle for your audience's attention, videos can go a long way in helping your organization to stand out from the sea of digital content and getting your messages across quickly and powerfully. To succeed, however, takes careful consideration and creativity to effectively reach the right audiences (both internal and external) and resonate. Gain inspiration for your next video storytelling venture in this fireside chat with Jenn Thai, social media specialist at Johns Hopkins All Children's Hospital, and Ted Kitterman, editor of PR Daily for Ragan Communications.

You'll learn: 

  • Ideas for finding stories and inspiration for your video content within your organization and beyond
  • How to integrate videos with your social media strategy and evergreen content
  • Ways to use live video and livestreams to connect with viewers in real time
  • Tips and tools for creating, distributing and measuring your video efforts

 

Editor of PR Daily
Ragan Communications
Read bio
Social media specialist
Johns Hopkins All Children's Hospital
Read bio
11:15-11:45 a.m.
A #RaganDisney roundup to make your social media knowledge go 'onward and upward'

Don’t let what you’ve learned sit by the wayside. In this event overview, Kirsten Hamstra, director of worldwide social media for Lenovo, and David Johnston, social media manager for TSA, will share highlights from your tweets, Snapchat Stories and other created content—and help remind you of the biggest lessons learned to carry with you for the week ahead.

 

 

David Johnston
Director of Social Media
TSA
Read bio
Director of worldwide social marketing
Lenovo
Read bio
11:45 a.m.-Noon
Award winners and more

It’s the moment you’ve been waiting for: We’ll announce the winner of our #RaganDisney content creation contest, along with the lucky recipients of our sponsor drawings. Don’t miss your chance to drum roll in anticipation and applaud the winners (it could be you) that will take away a handful of awesome prizes.

CEO
Ragan Communications
Read bio
Track 2: Engagement, Monetization & Beyond
Thursday, March 12
7:30–8:45 a.m.
Registration and networking breakfast

Check in to the event, receive instructions and your name badge, and select social-media themed “flair” to show off your social media passion and focus. Enjoy a breakfast spread as you continue the conversation from the night before and introduce yourself to your peers, in preparation for a day full of insights and takeaways. Don’t forget to mark your favorite sessions in the app to create your own schedule for the day!

7:40-8:30 a.m.
Bonus Breakfast Session
‘Following the leader’: How Microsoft connects with employees to boost engagement and culture

Microsoft has undergone a rapid culture change in recent years, becoming a people-centered organization with a mindset on growth and connection. To enact this transformation, Microsoft’s leaders turned to social media to share their vision for the future as well as take the pulse of employees and elicit feedback. Whether preparing for an organizational change or seeking to increase employee engagement, you can harness lessons learned to cultivate a thriving company culture and connected employees. In this bonus session, Kasia Krzoska, senior product manager at Microsoft, will showcase the company’s strategy and toolkit that bridged the distance between leadership and their modern, global workforce, as well as address issues and take important steps towards reaching their company goals.

You’ll learn:

  • Ways to assess your organization’s culture to embrace what’s working—and confront what’s not
  • Digital tools and processes that can help your leaders better engage with employees
  • How to encourage your employees to share their feedback and new ideas
  • How social media strategies can increase transparency and help your workforce become actively involved in your mission
Senior product manager
Microsoft
Read bio
8:45–9 a.m.
Welcome remarks and how to get involved

Our masters of ceremonies will welcome you, share important reminders and announcements, and tell you how to get involved through our event app and across social media platforms using our #RaganDisney hashtag.

They'll also introduce influencers Heather Anne Naples, writer and contributor for “The Today Show,” Kristi Corley, editor-in-chief at the Orlando Mom Collective, and Rachelle Lucas, blogger and owner of “The Travel Bite.” These content creators will speak on a panel and be available to answer your questions and network with you throughout the day.

Editor-in-chief
Orlando Mom Collective
Read bio
Writer and contributor
The Today Show
Read bio
Rachelle Lucas
Blogger
The Travel Bite
Read bio
Director of worldwide social marketing
Lenovo
Read bio
Mark Ragan
Owner
Ragan Communications
Read bio
9-9:45 a.m.
Special Session
'Be prepared': Addressing COVID-19 and stopping misinformation's spread

Unforeseen crises including the new coronavirus outbreak can quickly send you and your organization scrambling to address concerns and ensure both employees and external audiences have up-to-date information that increases trust. That becomes increasingly harder to accomplish as social media platforms speed up the news cycle and can quickly spread misinformation and fake news, further adding to sensationalized reporting along with viral images and videos. Join Rebeca Mueller, vice president of digital strategy for Porter Novelli, and Caitlin Angeloff, social strategy director for Providence St. Joseph Health, in a fireside discussion led by Mark Ragan, owner of Ragan Communications, as they discuss how to prepare and protect yourself in the social media age.

You’ll learn:

  • Ways to prepare for crises ahead of time and help deploy key members of your organization to support your efforts
  • How to effectively get information in front of your audience, dispelling myths and misinformation
  • Steps for using social media effectively within your crisis response (along with pitfalls to avoid)
  • Best practices for futureproofing your organization’s brand image

 

Vice president of digital strategy
Porter Novelli
Read bio
Caitlin Angeloff
Social strategy director
Providence St. Joseph Health
Read bio
Mark Ragan
Owner
Ragan Communications
Read bio
9:45-10:30 a.m.
Keynote
'What a day': Taking advantage of live events and trends

Your organization’s brand voice and social media guidelines are vital to an aligned online presence, but you can’t afford to sound stiff or only share your own content and announcements. By understanding your audience and how it fits in to trending events, news and pop culture, you can better relate with members while racking up social media kudos.

Alyssa Velazquez, director of MTV’s social media and fan engagement at ViacomCBS, will showcase how the TV brand stays authentic across its social media profiles that collectively carry more than 100 million followers. She’ll also share MTV’s success in covering live events such as the Met Gala and other trending news and experiences on Twitter, Instagram and beyond. Learn ways to deliver value while boosting brand affinity—and how you can successfully insert yourself into trending online conversations.

Director of MTV’s social media and fan engagement
ViacomCBS
Read bio
10:45–11:15 a.m.
Achieve the social media 'circle of life' with a solid and holistic strategy

Social media best practices and platform algorithms are constantly changing, but the foundation of your digital presence and core of your social media campaigns should be rooted in a strategy that helps you achieve your organization’s goals and boost the bottom line. Kevin Saghy, senior director of social media at The Ohio State University, will share how he and his team have implemented a new strategy that has them on a “worst to first” trajectory on social media—and how you can directly tie your online efforts to the goals that can drive your organization forward.

You’ll learn:

  • Tips for auditing where your organization’s online efforts are within your industry and peer set
  • Ways to get leadership buy-in to establish a strategy that can help you move forward
  • How you can affect change at a high level and get colleagues involved in your campaigns
  • Secrets for establishing a strategy that ties to the bottom line and aligns with your brand voice—while also attracting attention and interaction
Senior director of social media
The Ohio State University
Read bio
11:30 a.m.–noon
Thriving employee engagement doesn’t have to be a ‘wish upon a star’

With the increasing amount of content and messages bombarding members of your workforce, internal communicators face the challenge of finding the right mix of tools, strategies and channels that can deliver information in ways that increase interaction and interest in tangible, lasting ways. Margie Dolch, senior communications specialist at Celanese, will share the organization’s journey in building a social intranet and integrating its already successful blog—and how doing so boosted employee engagement in surprising ways. She’ll also share takeaways for getting your strategic team on board and going from plan to execution and beyond.

You’ll learn:

  • How to extend the reach of your content with culture and language initiatives to reach a global employee audience across departments and roles
  • Why and how you must meet your employees where they are: on mobile devices
  • Balancing your editorial calendar and traditional employee engagement initiatives with new technology and tools
  • Ways you can gain leadership buy-in and keep employees interested and interacting
Senior communications specialist
Celanese
Read bio
Noon-12:10 p.m.
Lightning Talk
When social media goes ‘into the unknown’: Dos and don’ts for savvy crisis response

In the blink of an eye, an online firestorm could threaten your organization’s social media presence and brand reputation, especially as social media is speeding up the 24-7 news cycle and viral trends can often contain misinformation. Florida International University’s Aileen Izquierdo, interim chair, instructor and global strategic communications graduate director, and Heather Radi-Bermudez, instructor, will share a few case studies and best practices for meeting growing social media crises with your reputation intact.

You’ll learn:

  • How to mobilize in a quickly moving digital landscape
  • Ways you can respond to and correct misinformation
  • Best practices to tamping down viral videos, outrage and more
  • Tips for getting ahead of the narrative online and beyond
Interim chair, instructor and global strategic communications graduate director
Florida International University
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Instructor
Florida International University
Read bio
Noon–1 p.m.
Networking lunch
1–1:30 p.m.
Fireside
Diversity and inclusion efforts that boost the bottom line and invite all to 'be our guest'

Though most of today’s communicators and executives recognize that diversity and inclusion play an increasingly important role in their organizations, we’re still struggling to integrate lasting change in authentic and meaningful ways. In this fireside discussion between Tanya Gibson, vice president of diversity, equity, inclusion and human resources for Big Brothers Big Sisters of America, and Diane Schwartz, CEO of Ragan Communications, you’ll glean insights and ask questions about how you can help drive meaningful change in making your workplace and communications more equitable, welcoming and aligned with your organization’s values.

You’ll learn: 

  • The challenges in communicating D&I initiatives both internally and externally—and how you can overcome them
  • Why and how diversity and inclusion functions can be aligned across your organization and its business goals
  • Ways to embed purpose-driven campaigns within your strategies and business functions
  • How communicators can help HR colleagues, executives and more understand and reach D&I benchmarks
CEO
Ragan Communications
Read bio
Tanya Gibson
Vice President of Diversity, Equity, Inclusion and Human Resource
Big Brothers Big Sisters of America
Read bio
1:45–2:30 p.m.
Brand journalism secrets that will have competitors say ‘I wan’na be like you’

Outstanding stories, clear thinking and excellent writing are the foundations of compelling content, whether you’re creating content for your intranet or publishing on your external newsroom and across social media to get attention. Nailing all three can be a tall order, especially in a sea of digital content and the breakneck pace of social media. Enter the power of brand journalism. Mark Ragan, owner of Ragan Communications, will share how you can grab attention across online channels and audiences by using proven methods of journalism to tell your organization’s stories—even on shoestring budgets.

You’ll learn:

  • Methods for uncovering interesting stories that can quickly hook social media users who are flooded with content
  • How to organize your messages and communications strategies around a newsroom model
  • Steps for creating content that compels readers to act, boosting online traffic and loyalty
  • Ways to measure your success
  • Ideas for offering alternative and interesting angles on current events and hot trends—and ways to distribute them across owned channels and social media platforms
Mark Ragan
Owner
Ragan Communications
Read bio
2:45-3:15 p.m.
Engage with employees and consumers with outstanding videos that won’t throw your budget ‘topsy turvy’

You can probably relate to wishing for a bigger budget while stretching your internal and external storytelling muscles to create content that resonates. The great news is that you can create killer videos that capture and keep viewers’ attention, no matter how many resources you have or how much money you can spend. Ben Searcy, head of marketing for North America at Shootsta, will show you practical tips for shooting video with your smartphone and resources you already have at your disposal, along with ways you can be a scrappy storyteller and successful content creator to engage employees and more.

You’ll learn:

  • How to create videos on a small or non-existent budget
  • Ways to identify and showcase stories within your organization
  • Tips for content that bridges the gap between internal and external communications goals
  • How to shoot video for multiple content pieces
  • Secrets for creating videos that are too good to scroll past
Head of marketing for North America
Shootsta
Read bio
3:15-3:25 p.m.
Lightning Talk
Benchmarking secrets to ‘run that race’ and win with employee emails

Without measurement behind your communications, how can you improve performance? Using comparative benchmarking data, see how your messages measure up and learn how you can elevate your email strategy. Joel-Michael Martin, account executive with PoliteMail Software, will share five easy evaluation tips and insightful best practices from PoliteMail’s 2019 Benchmark Report and analysis of more than 500 million emails.

You'll learn:

  • What makes a person want to open your email—and techniques to skyrocket your click-through rates
  • How much content people actually read, along with ways to optimize your content
  • Ways distribution list size and message timing can boost engagement
  • More effective ways to measure your organization’s emails
  • How to apply these findings to improve your overall internal communications strategy
Account executive
PoliteMail Software
Read bio
3:15–3:45 p.m.
Networking break

Enjoy refreshments, visit with our influencers and sponsors, and brainstorm social media inspiration with your peers.

3:45–4:15 p.m.
Panel
Savvy social media tips to help PR and marketing pros stay 'one jump ahead'--on a budget

Especially as social media strategies become more “pay to play” to see success, it can feel like an overwhelming task to achieve meaningful engagement and ROI that affects the bottom line without a large budget or team to deploy. However, savvy communicators have embraced the power of social media despite limited resources—and you can, too. Ask our panel of communicators for tips, tricks and ideas that answer your biggest questions and empower you to launch your next campaign with confidence.

You’ll learn:

  • Top tools and resources you can use for free to create and distribute social media content
  • Ways to plan your budget and stretch your social media efforts to grab media coverage, increase stakeholder trust and strengthen your brand
  • Tips for determining whether a platform is right for your organization—and how to best focus your efforts on where they’re most needed
  • Ideas for crowdsourcing content and extending reach without using paid ads
Social media community manager
March of Dimes
Read bio
Manager of social media analytics, insights and listening
Wyndham Destinations
Read bio
4:30–5:15 p.m.
Special Fireside Keynote
How social media magic can be more than 'a wish your heart makes'

From its cast members to its content partners, Disney Parks isn’t short on stories to share with its interested and engaged community. Yet, there are many more personalized and compelling tales to tell across channels and in a multitude of formats that meet audiences where they are—including new and rising digital trends such as podcasts, long-form videos, mobile-first strategies and audio content.

Join Thomas Smith, editorial content director for Disney Parks and the founder of the Disney Parks Blog, and Mark Ragan, owner of Ragan Communications, in this fireside chat that will give you a backstage pass to what it’s like covering original stories in new ways, Smith will shed light on the future of content and social media engagement—with a sprinkle of magic along the way.

Mark Ragan
Owner
Ragan Communications
Read bio
Editorial content director
Disney Parks
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6–8 p.m.
Networking cocktail party

Join us for a magical networking party hosted by Disney Parks that includes music, delicious drinks and snacks, conversation and opportunities to interact with a few characters (it is Disney World, after all!)

Track 3: Track 3: On Demand Presentations
Thursday, March 12
Download videos and Q&A sessions after the conference

Following the conference, we'll send you video sessions along with Q&A from the speakers outlined below.

Video Presentation
Uncover social media gold on LinkedIn and see 'how far you'll go'

Please note: You will receive this video following the conference.

With more than 660 million members worldwide, LinkedIn is the world's largest professional network. Communicators can harness the power of the thriving social platform to build their organization’s social media presence and establish their brands as powerful thought leaders. Go beyond signing in and creating your company name: Steve Kearns, social media lead at LinkedIn, will share lessons learned from the platform’s own brand journey and show you how to build your organization’s brand on LinkedIn for social media success.

You’ll learn:

  • Resources, tools and features you can use to increase engagement
  • Ways to highlight your branded story to make it more human and personable
  • How your personal, employee and executive brands can tie in and positively affect your organization’s brand
  • Tips for creating compelling content—including video and livestreams—no matter if you’re B2B or B2C
Marketing Manager of Content & Social Media
LinkedIn
Read bio
Video Presentation
Innovative PR and marketing efforts that makes your brand 'feel the love tonight' on Twitter, Facebook, Instagram and more

In today’s saturated social media marketing landscape, cleverness can go a long way, provided the communication is consistent across every touch point. Using examples from his previous role as assistant brand manager on the Tide brand team at Procter and Gamble along with efforts in his current position, Avery Jukes, brand manager with The J.M. Smucker Company, will share case studies such as #TideAd, #BradshawStain and more to demonstrate how to create a best in class social media campaign — along with insights to help you build holistic social media strategies and executions across social media platforms.

You’ll learn:

  • How to understand the ways consumers use Twitter, Facebook, Instagram and Pinterest to gather information, engage with organizations and more
  • How out-of-the-box ideas aimed at sparking conversation can quickly go viral
  • Ways to provide both information and assistance without spamming marketing messages
  • Tips for combining a solid social media strategy with paid promotions and influencer/partner efforts to form a social media trifecta
Brand manager for Sahale Snacks
The J.M. Smucker Company
Read bio
Video Presentation
'Be prepared': Responding to PR crises in a 24-7 social media news cycle

Please note: You will receive this video following the conference.

The speedy nature of social media and how information is spread can be both a blessing to PR pros looking for buzz and a curse to those aiming to get ahead of the narrative—especially if it contains misinformation or negativity you haven’t yet addressed. Kim Markus, consumer marketing and public relations manager at ScottsMiracle-Gro, will share how social media can fuel its own stories and quickly carry wrong information if you’re not being proactive about customer care and crisis response—along with ways you can build your credibility and reputation ahead of time.

You’ll learn:

  • How to quickly correct misinformation online, whether through journalists or customers
  • Ways to be swift and transparent in your responses
  • How to use social media to build brand affinity and bulk up your reputation for times of crises
  • How to bypass a negative news cycle by being proactive with social media outreach
Consumer marketing and public relations manager
ScottsMiracle-Gro
Read bio
Video Presentation
Combine employee engagement and culture with external PR and branding to become 'part of your world'

Please note: You will receive this video following the conference.

There’s a war on talent as organizations scramble to find and hire the best employees to become part of their organization’s offerings and initiatives. Success starts with understanding what is your "Employee Value Proposition," along with how to use multi-channel platforms that include social media to retain and attract the best talent. Nisha Kassam, senior vice president of employee experience for Edelman, will reveal the importance of defining your employee brand and how you can use that to power talent recruitment, employee engagement and more. She will also share client success stories and cases.

You’ll learn:

  • What is an Employee Value Proposition and how to leverage it
  • How to understand who your current and future employees
  • How to match recruitment strategies with the right platforms and content formats
  • Ideas to creatively engage current and future employees in your branding and outreach
  • How to showcase your company culture and organization’s best offerings to entice top talent
Senior vice president of employee experience
Edelman
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Q&A
Diversity and inclusion efforts that boost PR and the bottom line, and invite all to 'be our guest'

Please note: You will receive this Q&A following the conference.

Though most of today’s communicators and executives recognize that diversity and inclusion play an increasingly important role in their organizations, we’re still struggling to integrate lasting change in authentic and meaningful ways. In this Q&A with Tai Wingfield, senior vice president in the employee engagement and change management specialty at Weber Shandwick, and Jacer Collins, senior human resources manager at PepsiCo, you’ll glean insights from Weber Shandwick’s chief diversity officer report and learn ways to drive meaningful change in making your workplace and communications more equitable, welcoming and aligned with your organization’s values.

You’ll learn: 

  • The challenges in communicating D&I initiatives both internally and externally—and how you can overcome them
  • Why and how diversity and inclusion functions can be aligned across your organization and its business goals
  • Ways to embed purpose-driven campaigns within your strategies and business functions
  • How communicators can help executives better understand and reach D&I benchmarks

 

Senior human resources manager
PepsiCo
Read bio
Senior vice president, employee engagement and change management
Weber Shandwick
Read bio
Video Presentation
Social media accessibility to power you to 'dig a little deeper' with employees, consumers and more

Please note: You will receive this video following the conference.

One third of all Facebook users around the world identify as “differently abled,” which means social media content must be accessible and inclusive—for both the sake of consumers and to welcome your employees. Carmen Shirkey Collins, senior social media and talent brand manager for Cisco, will show you how to increase the reach of your social media through accessibility policies and best practices that can power employee engagement as well as make your external efforts sing. 

You’ll learn:

  • Ways to win the silent autoplay video battle—and make your content more inclusive in the process
  • How good hashtag etiquette will keep you from a PR or employee engagement misstep, but also make hashtags easier to consume for all audiences
  • Why you should leave words in the text field only instead of layering them on your images
  • The lowdown on emoji etiquette
  • How to view your content and social media strategy with employees of all stripes in mind
Senior Social Media and Talent Brand Manager
Cisco
Read bio
Q&A
‘You’ve got a friend in me’: How social media can drive advocacy and purpose

Please note: You will receive this Q&A following the conference.

Many social media posts and campaigns carry messages aimed at making communities—and the world at large—a better place, regardless of whether they’re pushing a nonprofit agenda, a public service announcement or a corporate social responsibility initiative. However, just like digital content about products and services, successful messages have to target your audience and compel it to engage and act. In this Q&A with Rory Gory, digital marketing manager at The Trevor Project, and Emily Kostic, director of PR, social media and brand for Ad Council, you'll learn about current advocacy efforts and how to use social media to engage audiences with important initiatives—along with ways to get involved in online conversations with sincere and meaningful strategies.

You’ll learn:

  • Ways to create online communities and foster engagement for difficult topics including teen and LGBTQ youth suicide prevention
  • Tips for advocacy initiatives and campaigns that are authentic, reputation-enhancing and people-driven
  • How to approach sensitive or controversial topics online—along with considerations for when/if you should get involved in the conversation
  • Ways to create empowering content and messaging that inspires, motivates and fosters inclusivity
Rory Gory
Digital Marketing Manager
The Trevor Project
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Director of PR, Social Media and Brand
Ad Council
Read bio
Video Presentation
'The bare necessities' for outstanding content on Instagram, Snapchat, TikTok and beyond

Please note: You will receive this video following the conference.

Social media trends and best practices are gravitating toward mobile platforms and visual content to attract social media users, but for many, platforms like Snapchat, TikTok, Instagram and YouTube can present brand managers with risk and uncertainty as much as opportunity.

Michael Platco, digital storyteller and one of five verified Snapchat partners, will share content creator secrets to making a splash on mobile social media platforms, along with tools, resources and apps to help you make social media images and posts that capture attention and engage followers, regardless of your team’s size or budget.

Digital storyteller
Verified Snapchat Partner
Read bio
Video Presentation
‘Two worlds, one family’: Influencer strategies that create a beautiful chorus for your brand

Please note: You will receive this video following the conference.

As storytelling on social media continues to grow, an increasing number of consumers are engaging more and more with organizations through their social media profiles. However, whether they’re just learning about the brand or gaining the brand affinity necessary to becoming a passionate ambassador, social media influencers can stand as trusted guides and tastemakers for consumers seeking validation and additional information.

Tulani Elisa, vice president of social media for Fox Entertainment, will discuss the range of social media influencers—from micro- to macrocontent creators and personalities—along with how you can best work with them to create content that supports your organization’s initiatives in authentic ways that still align with your brand voice.

Vice president of social media
Fox Entertainment
Read bio
Video Presentation
Policies and training to take 'I've got a dream' to effective digital PR presences

Please note: You will receive this video following the conference.

Social media profiles can help connect your traditional PR and employee communications efforts with the digital landscape where audiences reside, but creating your presence on a platform is only the beginning. From social media policies that outline appropriate brand voice and rules to lessons that can increase social media platform knowledge, communicators must often help focus leaders’ efforts into realistic, manageable social media efforts that align with your organization. Jake Terry, senior social media strategist, and Corinne Richter, social media coordinator at Louisiana State University, will share ways you can harness colleagues’ excitement and ideas into strategic digital campaigns and efforts that support your efforts and boost your brand, instead of falling prey to a passing phase.

You’ll learn:

  • Steps for building a holistic social media strategies that can boost PR and marketing efforts
  • Ways to increase social media literacy among your workforce
  • Important elements of social media policies as well as questions to ask when colleagues want to launch digital presences
  • How you can best set goals and strategies for success, while matching your brand’s voice
Social media coordinator
Louisiana State University
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Senior social media strategist
Louisiana State University
Read bio
Video Presentation
‘Well, well, well—what have we here?’ Secrets to measure your social media health

Please note: You will receive this video following the conference.

In the fast-paced world of social media marketing, it’s easy to focus on making the next paid social campaign even bigger—especially because they generally yield the largest returns. However, today’s digitally savvy consumers increasingly turn to organizations’ social media presences for information and support, meaning the considerable resources allocated to paid social media content and efforts must be combined with organic content to best reach and delight your audience. When’s the last time you looked at your social media accounts’ overall health to make sure you’re hitting the right marks? Don’t just roll the dice. Showcasing the Dell social media team’s custom index for measuring the organization’s more than 300 branded social media accounts across platforms, Thom Lytle, senior director of social business at Dell, will show you how to shine a spotlight on your organization’s organic social media performance and pave a pathway to excellence.

You’ll learn:

  • Why your organic social media presence is just as important as your paid campaigns—and probably even more so
  • Tips for creating your own custom index to measure the success of your social media efforts across platforms
  • Crucial analytics for proper evaluation and reporting
  • How to use data (and a few Excel tricks) to improve the digital customer experience
Senior Director of Social Business
Dell
Read bio
Q&A
How podcasting can take social media storytelling 'to infinity and beyond'

Please note: You will receive this Q&A following the conference.

Video is hot, but podcasting is even hotter. The storytelling format can boost your online presence immensely and help you better connect with your audience across social media platforms. However, it’s not enough to just think of a podcast idea or create only a few episodes. In Q&A with Eric Johnson, producer of the Recode Decode Podcast with Kara Swisher, and Rebecca Reed, founder of The Teacher Mastermind, you'll get a glimpse behind the curtain of the podcasting world and answers to top questions.

You’ll learn:

  • How podcasts can better reach and captivate your audiences
  • Considerations for starting a branded podcast, including necessary time and resources
  • Ways you can harness technology and social media platforms throughout each stage of the process, from your script to distribution
  • How this storytelling type can complement and enhance other social media, PR and marketing efforts
Founder
The Teacher Mastermind
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Formerly Producer of "Recode Decode with Kara Swisher"
Vox Media
Read bio
Q&A
‘Friends on the other side’: Behind the scenes with influencers and content creators

Please note: You will receive this Q&A following the conference.

Most PR, marketing and social media pros have worked with influencers to power their campaigns and reach new audiences. Though many organizations are including influencer relations as a focus—and backing that focus with a bigger budget—questions remain. How can you best partner with these influential content creators in ways that benefit both sides? The secrets lie in understanding and tapping into influencers’ passions and communities. In this Q&A with Heather Anne Naples, writer and contributor for “The Today Show,” and Kristi Corley, editor-in-chief at the Orlando Mom Collective, you’ll glean insights behind what makes their content sing—along with how to effectively work with content creators.

You’ll learn:

  • What influencers look for when working with organizations and how you can determine a fit
  • Ideas and insights from compelling blog and social media posts that drive consumers to click
  • Ways to spark creativity and deliver value to online communities
  • Blogging and influencer campaign pitfalls to avoid
Editor-in-chief
Orlando Mom Collective
Read bio
Writer and contributor
The Today Show
Read bio
Video Presentation
State of Journalism 2020: ‘A great, big beautiful tomorrow’ for reporters and PR pros on social media
Please note: You will receive this video following the conference.

Fostering relationships with reporters has always been a foundation of media relations success, but with the start of a new decade, it’s time to make sure your efforts match with journalists’ changing behaviors amid the busy digital landscape. Justin Joffe, editor of publications and research for Muck Rack, will reveal new insights from the company’s State of Journalism 2020 Report, including where reporters go to find news and information online as well as when and how they want their pitches—on and off social media.

You’ll learn:

  • The role social media plays in the PR/reporter relationship
  • Secrets for pitches that land quick responses and quality coverage
  • What journalists think makes a story sharable
Editor of publications and research
Muck Rack
Read bio
Webcast
Thursday, March 12
8:45–9 a.m. Eastern time
Welcome remarks and how to get involved

Our masters of ceremonies will welcome you, share important reminders and announcements, and tell you how to get involved through our event app and across social media platforms using our #RaganDisney hashtag.

They'll also introduce influencer Rachelle Lucas, blogger and owner of “The Travel Bite.” She will speak as part of a fireside and be available to answer your questions and network with you throughout the day.

Rachelle Lucas
Blogger
The Travel Bite
Read bio
Director of worldwide social marketing
Lenovo
Read bio
Mark Ragan
Owner
Ragan Communications
Read bio
9-9:45 a.m. Eastern time
Opening Fireside
'Be prepared': Addressing COVID-19 and stopping misinformation's spread

Unforeseen crises including the new coronavirus outbreak can quickly send you and your organization scrambling to address concerns and ensure both employees and external audiences have up-to-date information that increases trust. That becomes increasingly harder to accomplish as social media platforms speed up the news cycle and can quickly spread misinformation and fake news, further adding to sensationalized reporting along with viral images and videos. Join Rebeca Mueller, vice president of digital strategy for Porter Novelli, and Caitlin Angeloff, social strategy director for Providence St. Joseph Health, in a fireside discussion led by Mark Ragan, owner of Ragan Communications, as they discuss how to prepare and protect yourself in the social media age.

You’ll learn:

  • Ways to prepare for crises ahead of time and help deploy key members of your organization to support your efforts
  • How to effectively get information in front of your audience, dispelling myths and misinformation
  • Steps for using social media effectively within your crisis response (along with pitfalls to avoid)
  • Best practices for futureproofing your organization’s brand image
Vice president of digital strategy
Porter Novelli
Read bio
Caitlin Angeloff
Social strategy director
Providence St. Joseph Health
Read bio
Mark Ragan
Owner
Ragan Communications
Read bio
9:45-10:30 a.m. Eastern time
Keynote
'What a day': Taking advantage of live social media experiences and trends

Your organization’s brand voice and social media guidelines are vital to an aligned online presence, but you can’t afford to sound stiff or only share your own content and announcements. By understanding your audience and how it fits in to trending events, news and pop culture, you can better relate with members while racking up social media kudos.

Alyssa Velazquez, director of MTV’s social media and fan engagement at ViacomCBS, will showcase how the TV brand stays authentic across its social media profiles that collectively carry more than 100 million followers. She’ll also share MTV’s success in covering live events such as the Met Gala and other trending news and experiences on Twitter, Instagram and beyond. Learn ways to deliver value while boosting brand affinity—and how you can successfully insert yourself into trending online conversations.

Director of MTV’s social media and fan engagement
ViacomCBS
Read bio
10:45–11:15 a.m. Eastern time
Fireside
‘Friends on the other side’: Behind the scenes with influencers and content creators

Most PR, marketing and social media pros have worked with influencers to power their campaigns and reach new audiences. Though many organizations are including influencer relations as a focus—and backing that focus with a bigger budget—questions remain. How can you best partner with these influential content creators in ways that benefit both sides? The secrets lie in understanding and tapping into influencers’ passions and communities. In this interactive fireside with Rachelle Lucas, blogger and owner of “The Travel Bite,” you’ll glean insights behind what makes her content sing—along with how to effectively work with content creators.

You’ll learn:

  • What influencers look for when working with organizations and how you can determine a fit
  • Ideas and insights from compelling blog and social media posts that drive consumers to click
  • Ways to spark creativity and deliver value to online communities
  • Blogging and influencer campaign pitfalls to avoid
Meghan Madhaven
Manager of Strategic Programming
Ragan Communications
Read bio
Rachelle Lucas
Blogger
The Travel Bite
Read bio
11:30–noon Eastern time
How YouTube, TikTok and Snapchat can help you ‘touch the sky’ with Gen Z

Gone are the days of turning on network or cable TV to watch a news broadcast—at least, among nearly half of Generation Z viewers. Andrew Springer, consultant for Voice of America and former executive producer of NBC News’ Snapchat series, “Stay Tuned,” will share the huge opportunity for news media companies and communicators targeting the 49% of Gen Z consumers who are watching less and less TV. He’ll also talk about best practices to reach and engage younger viewers, along with insights from short-form videos that can bring millions of unique viewers to interact with previously ignored news and information.

You’ll learn:

  • How to better understand the content and format that appeals to Gen Z
  • Ways to make your content short and snackable—while still packed with value
  • Tips for taking advantage of video-centric and mobile-first platforms
  • How social media is changing the way news and other information is consumed
Consultant
Voice of America
Read bio
1-1:30 p.m. Eastern time
Become ‘best of friends’ with your influencer marketing strategy

As consumers’ trust in organizations falter, partnerships and endorsements from content creators and other social media heavyweights can grab your audiences’ attention and sway both hearts and minds. It’s not enough to partner with any influencer and cross your fingers, however, Learn how to measure the true value of your influencer marketing campaigns, so you can scale them effectively to boost your bottom line. Bradley Hoos, chief growth officer for The Outloud Group, will share the agency’s more than decade of experience and drill down to the obstacles that keep communicators from successful influencer efforts, along with unpacking what it takes to execute successful influencer campaigns and introduce models and tools to help you do the same for your brand.

You’ll learn:

  • The major barriers to influencer marketing and best practices for success
  • How to most effectively work with an agency to execute influencer marketing strategy
  • How to understand and scale your organization’s influencer efforts
  • Predictions for the future of influencer measurement and what you can do to prepare
Chief growth officer
The Outloud Group
Read bio
1:45–2:30 p.m. Eastern time
Panel
How podcasting can take social media storytelling 'to infinity and beyond'

Video is hot, but podcasting is even hotter. The storytelling format can boost your online presence immensely and help you better connect with your audience across social media platforms. However, it’s not enough to just think of a podcast idea or create only a few episodes. In this panel of social media experts moderated by Andrew Springer, consultant for Voice of America and former executive producer of NBC News’ Snapchat series, “Stay Tuned,” you’ll get the opportunity to ask questions in real time and receive insights for your most burning podcast questions.

You’ll learn:

  • How podcasts can better reach and captivate your audiences
  • Considerations for starting a branded podcast, including necessary time and resources
  • Ways you can harness technology and social media platforms throughout each stage of the process, from your script to distribution
  • How this storytelling type can complement and enhance other social media, PR and marketing efforts
Vice president of corporate communication
Cervera Real Estate
Read bio
Consultant
Voice of America
Read bio
Caitlin Angeloff
Social strategy director
Providence St. Joseph Health
Read bio
2:45–3:15 p.m. Eastern time
‘Remember me’: Tell a story with your metrics and prove social media ROI

As more and more communicators scramble to provide proof that their efforts are working, how can you—and should you—attribute value to the work you’re doing in social? John Young, social business advisor for Southwest Airlines, will give you a glimpse of how a large brand looks at ROI in social media through strategic metrics and help youto show value within various aspects of social media. Put together smarter ways of measuring success that can help you tell a story, evaluate your successes and stay on track (or adjust if you’re falling short).

You’ll learn:

  • How to use your metrics to show the value of social media
  • What benchmarks to use in evaluating the competition
  • Ways to drive toward measurable goals that impact the business
  • New metrics that can play a role in justifying social media’s work
  • How to improve your sentiment reporting with a more robust sentiment philosophy and metrics
John Young
Social business advisor
Southwest Airlines
Read bio
3:45–4:15 p.m. Eastern time
Sing 'heigh ho': Empowering employee ambassadors to carry your brand's torch

Social media has leveled the playing field and enabled organizations of all sizes to better connect with their audiences. However, building and boosting your brand online in a crowded digital landscape is no easy feat. Your employees hold your organization’s most important and compelling stories. When turned into ambassadors, they can raise the torch more effectively than many PR and marketing campaigns. Consumers, stakeholders and employees also seek greater transparency and access to organizations’ executives and leaders, so it’s growing increasingly more important to establish leaders’ voices online through content and interactions that combine branded messages with personality, insight and authenticity. Carlos Gil, affiliate consultant for Ragan Consulting Group and bestselling author of “The End of Marketing,” will show you how to help your employees and executives become your most effective faces of social media marketing—along with ways you can immediately start gaining credibility and attention.

You’ll learn:

  • Traits of outstanding employee ambassadors
  • Tips for using Twitter, LinkedIn and Instagram for earned media opportunities and driving brand awareness (and website clicks) through employees’ online activity
  • Ways to gain buy-in for employee campaigns and social media training programs—along with tips for getting internal stakeholders actively involved
  • How to incorporate fun and personality into your corporate content
  • Ways to adapt your organizational culture to one that embrace social media with open arms
Carlos Gil
Affiliate consultant
Ragan Consulting Group
Read bio
4:30–5:15 p.m. Eastern time
Special Keynote
How social media magic can be more than 'a wish your heart makes'

From its cast members to its content partners, Disney Parks isn’t short on stories to share with its interested and engaged community. Yet, there are many more personalized and compelling tales to tell across channels and in a multitude of formats that meet audiences where they are—including new and rising digital trends such as podcasts, long-form videos, mobile-first strategies and audio content.

Join Thomas Smith, editorial content director for Disney Parks and the founder of the Disney Parks Blog, and Mark Ragan, owner of Ragan Communications, in this fireside chat that will give you a backstage pass to what it’s like covering original stories in new ways, Smith will shed light on the future of content and social media engagement—with a sprinkle of magic along the way.

Mark Ragan
Owner
Ragan Communications
Read bio
Editorial content director
Disney Parks
Read bio
Friday, March 13
8:15–9 a.m. Eastern time
Opening Keynote
'Checkmate': Secrets of social media content that reaches and resonates

Communicators in today’s increasingly digital media landscape understand the importance of social media, but many organizations still struggle with how to establish an online presence that is relevant, creative and appealing to audiences across interests and social media platforms.

Carolyn Reams, founder and former director of social media strategy for the CIA, will show you how to gain attention and take advantage of current trends in ways that make sense to your organization’s mission and voice, providing information to interested audiences and growing your digital community, no matter your industry (or secrets).

Founder and former director of social media
CIA
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9:15-9:45 a.m. Eastern time
Virtual Presentation
'Trust in me': Mixing humor with content that respects your social media audience

You might be surprised to learn that “America’s Finest News Source” has been around for more than three decades. The Onion’s longevity and success is due to the digital media company’s ability to innovate with content and experiment in times of growing uncertainty within the crowded digital media landscape. Touting more than 7 million monthly unique website visitors, 6.5 million Facebook fans and 11 million Twitter followers, the original satirical news source is thriving more than ever. Ryan Shattuck, senior social and digital media manager for The Onion and ClickHole, will give you a behind-the-scenes look at what brings the publication’s iconic voice and content to life, helping it stand out and spread across social media.

You’ll learn:

  • Ways to respect your audience through the type of content you share
  • How to ensure quality and brand voice standards—even for irreverent social media initiatives
  • Why humor wins across social media
  • Takeaways for adapting to an “always on” audience
Senior social and digital media manager
The Onion and Clickhole
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10-10:30 a.m. Eastern time
Digital PR strategies for Instagram and beyond that help even unsexy brands 'see the light'

You don’t have to have a popular sports, food or entertainment brand to be successful on social media: You can also effectively relay important information, change perceptions and provide customer care no matter your organization’s size, industry or consumer sentiment. David Johnston, social media manager for the Transportation Security Administration (TSA), will share how humor and storytelling through visuals on Instagram, blog posts and other social media content can help you shed negative sentiment, forge connections with followers and boost your brand, no matter what your industry.

You’ll learn:

  • Where to find unique, authentic content for your brand
  • Tips for telling your organization’s narrative and changing perceptions even when you receive backlash
  • How to take pages from successful social media playbooks, regardless of size or budget
  • Steps for providing customer care while maintaining your brand voice
David Johnston
Director of Social Media
TSA
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11:15-11:45 a.m. Eastern time
A #RaganDisney roundup to make your social media knowledge go 'onward and upward'

Don’t let what you’ve learned sit by the wayside. In this event overview, Kirsten Hamstra, director of worldwide social media for Lenovo, and David Johnston, social media manager for TSA, will share highlights from your tweets, Snapchat Stories and other created content—and help remind you of the biggest lessons learned to carry with you for the week ahead.

 

 

David Johnston
Director of Social Media
TSA
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Director of worldwide social marketing
Lenovo
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SPEAKERS
John Young
Social business advisor
Southwest Airlines
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KEYNOTER
Director of MTV’s social media and fan engagement
ViacomCBS
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Brand manager for Sahale Snacks
The J.M. Smucker Company
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Senior Director of Social Business
Dell
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Senior vice president, employee engagement and change management
Weber Shandwick
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Senior director of social media
The Ohio State University
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President and CEO
Institute for Public Relations
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Caitlin Angeloff
Social strategy director
Providence St. Joseph Health
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Senior Social Media and Talent Brand Manager
Cisco
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Senior human resources manager
PepsiCo
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Editor-in-chief
Orlando Mom Collective
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Associate professor and chair of the public relations department
University of Florida
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Senior communications specialist
Celanese
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KEYNOTER
Vice president of social media
Fox Entertainment
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Tanya Gibson
Vice President of Diversity, Equity, Inclusion and Human Resource
Big Brothers Big Sisters of America
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Carlos Gil
Affiliate consultant
Ragan Consulting Group
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Social media community manager
March of Dimes
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Rory Gory
Digital Marketing Manager
The Trevor Project
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Public relations director
Disney Parks
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Director of worldwide social marketing
Lenovo
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Affiliate
Ragan Consulting Group
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Editorial Content Director (former)
Disney Parks
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Chief growth officer
The Outloud Group
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Interim chair, instructor and global strategic communications graduate director
Florida International University
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Editor of publications and research
Muck Rack
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Formerly Producer of "Recode Decode with Kara Swisher"
Vox Media
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David Johnston
Director of Social Media
TSA
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Senior vice president of employee experience
Edelman
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Marketing Manager of Content & Social Media
LinkedIn
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Editor of PR Daily
Ragan Communications
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Director of PR, Social Media and Brand
Ad Council
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Senior product manager
Microsoft
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Rachelle Lucas
Blogger
The Travel Bite
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Meghan Madhaven
Manager of Strategic Programming
Ragan Communications
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Consumer marketing and public relations manager
ScottsMiracle-Gro
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Account executive
PoliteMail Software
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Vice president of digital strategy
Porter Novelli
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Writer and contributor
The Today Show
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Global social media marketing manager
Wyndham Destinations
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Manager of social media analytics, insights and listening
Wyndham Destinations
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Digital storyteller
Verified Snapchat Partner
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Instructor
Florida International University
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Mark Ragan
KEYNOTER
Owner
Ragan Communications
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KEYNOTER
Founder and former director of social media
CIA
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Founder
The Teacher Mastermind
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Social media coordinator
Louisiana State University
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CEO
Ragan Communications
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Head of marketing for North America
Shootsta
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Senior social and digital media manager
The Onion and Clickhole
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KEYNOTER
Editorial content director
Disney Parks
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Consultant
Voice of America
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Senior social media strategist
Louisiana State University
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Social media specialist
Johns Hopkins All Children's Hospital
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Vice president of corporate communication
Cervera Real Estate
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REGISTER NOW

Will you be joining us on March 11 in Disney World?
Communicators from these leading brands will be!

WHO SHOULD ATTEND?

Join us if you work in:

Marketing • Digital communications • Media relations • Employee engagement • Corporate communications • Social media • PR • Community management • Public affairs • HR • Executive communications • Branding • Global communications • Public information • Internal communications • Corporate affairs

REGISTER NOW

LOCATION
Walt Disney World Swan Resort

Conference Venue Information:
Walt Disney World Swan and Dolphin Resort—Swan Convention Center
1200 Epcot Resorts Blvd
Lake Buena Vista, FL 32830

The convention center is in the Swan building.

Hotel Information:
Walt Disney World Swan and Dolphin Resort
1500 Epcot Resorts Boulevard
Lake Buena Vista, FL 32830

Ragan's cutoff date for the room block at the Swan has passed. Please explore alternative accommodations from these recommended hotels:

Walt Disney World Dolphin Resort
1500 Epcot Resorts Boulevard, 32830, Lake Buena Vista, USA

Disney's Coronado Springs Resort
1000 W Buena Vista Dr, Orlando, FL 32830

Disney's Beach Club Resort
1800 Epcot Resorts Boulevard
Lake Buena Vista, Florida 32830-8443
(407) 934-8000

NEED TO CONVINCE THE BOSS?

Here are a few excellent takeaways you’ll bring back:

  • Ways to put your online audiences first with your content and messaging
  • How to walk the line between humor and information to best fit your brand voice while also cutting through the noise online
  • New best practices and tactics to put in your social media toolbox
  • The new rules of engagement across social media, especially with younger audiences
  • Secrets via pages from successful social media playbooks
  • How to optimize your content for mobile devices and short attention spans

REGISTER NOW

Thank you to our current sponsors

Join us as an event sponsor and meet your target audience, showcase your products, present thought leadership, generate leads and boost your brand.

Here are a few examples of opportunities we offer:

QUESTIONS

Registration
For questions related to event registrations, please contact:

Shallon Blackburn
Customer Service & Sales Manager
ShallonB@ragan.com

Sponsorship
If you’re interested in sponsoring this event, please contact:

Hannah Lavelle
Sales & Client Relations Manager
HannahL@ragan.com

Program
For information on programming and speakers please contact:

Beki Winchel
Manager of Strategic Programming
BekiW@ragan.com

Can’t attend in person? Sign up for our live webcast!
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Dear Conference Attendee:

We wanted to share a brief message regarding the emerging public health concerns posed by the novel coronavirus. We are closely monitoring updates from local and national public health authorities regarding the situation in communities where cases of the virus have been confirmed. At present, there is no information to suggest that there is an imminent risk to our conference.

We will continue to provide updates as the situation develops and new information becomes available.

Attendee Message:   We are excited to see you this week , March 11-13, for the Social Media Conference! For the safety of all attendees, travelers who are coming from or who have traveled to countries designated as a Level 3 alert by the CDC in the last 14 days, will not be permitted into the event. These include China, Italy, Japan, Iran and South Korea. Updates can be found on the CDC website.  Attendees should not travel to the conference if they are feeling unwell. Attendees should monitor the CDC travel guidelines prior to their departure.