Wednesday, March 6

9–10:30 a.m.

Create brand videos that ‘go the distance’ in winning audiences’ attention—and hearts

Many corporate and brand-produced videos have magical properties—they have the power to put people to sleep. However, a well-crafted video with a compelling storyline can enchant both internal and external audiences. With the right production strategies, writing and editing—as well as the proper distribution techniques—you can make viewers laugh or fill them with empathy. In this interactive workshop, Kim Clark, director of culture and communications for GoDaddy and a Ragan Consulting Group affiliate, will show you how to create videos with heart, humor and a human touch—along with tips for spreading those videos far and wide.

You’ll learn:

  • How to find unique and interesting stories that attract attention
  • Documentary filmmaking techniques to perfect a video on any topic
  • Ways to accentuate the human side of executives and camera-shy employees
  • Crucial elements of compelling videos that move people to watch
  • How to distribute your videos across channels to effectively reach your target audiences
Affiliate consultant
Ragan Consulting Group
Read bio
10:45 a.m.–12:15 p.m.

‘Whistle while you work’: Social media storytelling to boost your brand and engagement

Powerful storytelling is paramount to capturing and keeping the attention of consumers and other audiences you’re hoping to reach. Though social media has given publishing opportunities to all organizations and communicators, sharing just any old tale or corporate message won’t do. In this interactive workshop, Nate Sandell, senior manager of social media for Mall of America, will share how he and his team ensure that guests have outstanding experiences inside the organization’s doors by offering a bevy of social media content and interacting with them across social media platforms. In this interactive workshop, he’ll show you how you can do the same when telling your organization’s most important and compelling stories across social and digital media channels.

You’ll learn:

  • How to put forth social media efforts that enhance online buzz, news coverage and SEO
  • Ways to identify and draw out your organization’s stories from employees, customers and more to captivate audiences
  • How to create content with a focus on the reader or viewer while sharing important messages, information and calls to action
  • Tips for integrating current trends, pop culture references and influencer content with your brand’s voice and vision
Senior manager of social media
Mall of America
Read bio
12:15 p.m.–1:15 p.m.

Lunch

(provided onsite)

1:15-2:45 p.m.

‘Collision of worlds’: How you can blend brand messages with influencer power

Have you ever been asked to make a video “go viral,” or wanted to reach a large audience but can’t seem to break through and grab attention? Now more than ever, communicators must create content that is truly valuable to the eyeballs they want to capture. However, even the most outstanding videos, Twitter posts and other social media content can fall into the abyss with millions of marketing messages without the right tastemakers to amplify their efforts. Enter influencers. Not all are created the same (nor will they have the same effect on your content and organization’s bottom line), but many communicators are now grappling with how to harness their large communities and persuasive power. Matt Silverman, director of social video for The Daily Dot, will share with you the secrets to better understanding these social media rock stars, including how you can work with them successfully and glean takeaways from how they create and distribute their own efforts.

You’ll learn:

  • Ways to identify influencers who can boost your brand
  • How to work with social media power users to effectively reach their communities
  • Crucial elements of compelling videos, images and other content that influencers use to build loyalty
  • How to bridge the gap between branded and influencer content
  • Tips for adjusting your strategies—and your messages—to ride the influencer wave and cut through social media noise
Matt Silverman
Director of video
The Daily Dot
Read bio
3–4:30 p.m.

‘Be our guest’: How to extend your event across social media

From the smallest meetup to the largest tech conference, events are an important way to engage with your customers. How do you get those customers to attend? Once they do attend, how do you make those who didn’t feel included? By harnessing the power of Twitter, Facebook, LinkedIn and Twitch, communicators can help ensure success while also increasing engagement and excitement from the initial event announcement to the weeks after the doors have closed. In this workshop, Kevin Goddard, head of social media for Amazon Web Services, will walk you through the strategies and tactics he and his team uses for events. Wrapped into a case study of one of technologies’ largest customer events—AWS re:Invent 2018—you’ll learn takeaways that you can use to amplify your messages and extend your reach for your next happening.

You’ll learn: 

  • How to use social media to ramp up conversation before, during and after your event
  • Tips for employing cross-platform strategies on LinkedIn, Twitter, Facebook and Twitch
  • Ways to amplify messages from key influencers, stakeholders and attendees
  • How social media efforts can complement PR and marketing pushes
  • How to use onsite printed material and digital signage to encourage attendees to be socially active
Social media operations manager
Amazon Web Services
Read bio
Head of social media
Amazon Web Services
Read bio
What’s Next on Social Media Platforms

Thursday, March 7

8:30–9:30 a.m.
Opening keynote

‘Winter is coming’: Drive buzz, harness trends and capture attention with effective social storytelling

Whether you have a multimillion-dollar budget in today’s increasingly connected media landscape, or a targeted, lean budget—and whether you are promoting a hit series, a new show or a product launch—you must fight against the deluge of marketing messages, content and conversation delivered into the hands of each consumer. You have to align your storytelling with your overall marketing strategy and creatively add social media efforts.

Joanna Scholl, senior vice president of marketing and communications for The Paley Center for Media and the former vice president of consumer marketing and marketing strategy for HBO, oversaw marketing campaigns for shows including “Girls” and “Game of Thrones.” Innovative, interactive and analytics-driven consumer marketing efforts connected these shows to viewers’ hearts and minds—and nothing short of fresh takes on content creation and a focus on the consumer will help you to achieve the same success.

In this opening keynote, she’ll share insights on highlighting the history of your brand’s rich stories and background with both short- and long-form digital content, along with how social media affects traditional marketing, and the latest social media tips from her recent work.

Senior vice president of marketing and communications
The Paley Center for Media (HBO)
Read bio
9:45–10:30 a.m.
Panel

‘Up’ your mobile social media game to find ‘your greatest adventure’

Even if you create branded content from your desktop or laptop, audience members will consume it across devices. Considering the majority of consumers access social media sites from their smartphones, it’s more important than ever to reach them where they’re at and capture their attention before they move on to the next message, picture or video. In this panel discussion, communicators from organizations and social media platforms will answer your most pressing questions about mobile social media strategies and show you how to create excitement and engagement—even on the smallest of screens.

You’ll learn:

  • Ways to boost engagement on social media apps—and websites
  • How going mobile can help you find and work with brand ambassadors
  • Tips for crafting compelling images and copy meant to entice on-the-go viewers
  • Mobile strategies to fit within your entire digital content campaigns and other PR and marketing efforts
  • Best practices to build and maintain an active following
Director of social media and content
Major League Soccer
Read bio
Senior content specialist
Mastercard Center for Inclusive Growth
Read bio
Director of product marketing
Zynga
Read bio
Director of PR
Children’s Mercy Kansas City
Read bio
Senior manager of social media
Grubhub
Read bio
10:45–11:30 a.m.

Extending your Twitter strategies to ‘infinity and beyond’ through video and live streaming

When you consider the amount of breaking news and trends, real-time conversations and videos shared on Twitter each hour, the platform’s tagline —“It’s what’s happening”— is an apt description. How can communicators take advantage of what's happening in the moment to connect with stakeholders? Brenden Lee, lead for sports communications at Twitter, will share insights from teams, athletes, leagues and more that are boosting their brands with creative video content—along with lessons gleaned from viral tweets.

You’ll learn:

  • Why having video content is huge—and how you can harness this trend
  • Takeaways from the data behind the most popular tweets on the platform
  • Ways to use Twitter to effectively reach both B2B and B2C audiences
  • Twitter best practices to push engagement and capture attention
Lead for sports communications
Twitter
Read bio
11:30 a.m.–12:45 p.m.

Networking lunch

(provided onsite)

12:45-1:30 p.m.

Secrets to mobile-first social media efforts that can prove ‘You can fly!’

No matter your industry or organization, your audience is probably accessing your social media profiles and content with their smartphones and mobile devices. Mallorie Rosenbluth, senior manager of social media for Grubhub, delivers tasty content to the company’s more than 1.3 million Facebook fans and more than 242,000 followers on Twitter and Instagram—all with a focus on engagement and driving downloads and use of Grubhub’s app. You don’t need to have your own entry in Apple’s App Store or Google Play to harness the power of social media efforts catering to small screens. You’ll see the necessity of a mobile-focused social media strategy and gain essential takeaways to bolster your efforts.

You’ll learn:  

  • How to select the proper channels for your messages—and tailor your content to match the platform
  • Ways to make your content—whether it’s text, images or videos—more responsive on mobile devices
  • Tips for using technology, tools and platform features to cater to native audiences
  • Secrets for offering your followers excellent experiences—and how that goes hand in hand with engagement
  • How to stick to your brand’s voice and messaging when building your social media community—while keeping business goals in mind
Senior manager of social media
Grubhub
Read bio
2:30–3 p.m.

Networking Break

3–3:45 p.m.
Panel

Video secrets that can reveal ‘a whole new world’ on YouTube and beyond

To stand out on social media, you can’t just say it—you have to show it. As visuals and captivating content become increasingly more paramount to successful online strategies and campaigns, more communicators and creators than ever before are turning to video. However, just hitting “record” and hoping for the best won’t net you eyeballs or favor with busy viewers. In this panel discussion, digital video creators and experts will share takeaways from their content successes and uncover tips and trips to inspire—whether you’re looking to hone your YouTube strategies or just want to jump on the video bandwagon.

You’ll learn:

  • Traits of clickable and shareable videos—along with how to measure your success
  • Digital video trends and best practices for YouTube, Facebook and more
  • Tips for finding the story or creative idea that can give your video traction with viewers
  • How to balance polished corporate and marketing messages with content that’s relatable to your audience
Editorial content director, Disney Parks
The Walt Disney Company
Read bio
Filmmaker, YouTuber
YouTube: austinmcconnell
Read bio
CEO
Harmon Brothers
Read bio
Director of PR
Children’s Mercy Kansas City
Read bio
Matt Silverman
Director of video
The Daily Dot
Read bio
4–5 p.m.
Special keynote

Storytelling magic can be more than just ‘a wish your heart makes’

Editorial content director
Disney Parks
Read bio
6–8 p.m.

Networking cocktail party, courtesy of Disney Parks

Join your peers and conference speakers on the beach for a networking party, sprinkled with Disney magic. Enjoy great conversations and superb food and drink. Bring your camera for photo ops with special guests!

Friday, March 8

8:30–9:30 a.m.
Opening keynote

‘You’re welcome’: Wendy’s secret sauce for Twitter success

Wendy’s has gained a reputation for dishing out sass the same way it serves up its burgers: Fresh and one tweet (or patty) at a time.

The fast-food chain’s trash talk has quickly earned a large following of loyal fans and often grabs headlines for its engagement gambits. Many Twitter users—including brand accounts—have tweeted the chain hoping to get roasted (and benefit from the boost Wendy’s entertaining tweets can give them). Though not every organization do the same, there are many lessons social media pros can learn from the undisputed queen of sass.

Christina Miller, connections director of social strategy on the Wendy’s account for VML and Jimmy Bennett, senior director of media, social and partnerships for Wendy’s, will give you an inside look at what goes on behind the social media strategy for the brand with the most-retweeted tweet in history (#NuggsForCarter) and its famous Twitter quips—along with five secrets any brand manager can use to dish up tasty social media success.

Connections director of social strategy
Wendy’s account at VML
Read bio
Senior director of media, social and partnerships
Wendy’s
Read bio
9:45–10:30 a.m.

Conquer the ‘Monsters, Inc.’ of social platforms: Triumph on Facebook and Instagram

With a collective 3.23 billion monthly active users, Facebook and Instagram have become essential social media platforms that many communicators use to reach their target audiences. Yet, with constant algorithm changes, an influx of content and marketing messages, and regularly shifting trends, it’s no easy feat to win followers’ attention and ensure your content stands out from the rest. Stephanie Ramirez, director of social media and engagement for Cheddar, will show you how she leads efforts to target millennials and rack up views and conversations online, specifically across these two behemoth platforms—along with takeaways you can use to boost your efforts.

You’ll learn:

  • Why videos on Facebook and Instagram are huge—and how to make yours clickable
  • Ways to measure your posts’ impact and use social listening to better understand your audience
  • Tips to power engagement and encourage conversations with your followers and fans
  • The ins and outs of using Facebook Live and Instagram Stories to spread your messages and power your brand storytelling
  • How to maintain a consistent brand voice—but cater to native users
Director of social media and engagement
Cheddar
Read bio
10:45–11:30 a.m.
Panel

Influencers and savvy content can help you ‘just keep swimming’—and succeed

With a sea of marketing messages, images, videos and stories competing for people’s time, it’s crucial to reach your target audience members through social media influencers and the right mix of content tailored to your reader and platform. These digital tastemakers can help you build and mobilize a community of passionate brand ambassadors, but you can’t approach these relationships as just another business transaction. In this panel discussion, social media leaders will share insights for finding and working with social media influencers and structuring content across platforms, audiences and campaigns to suit both your brand’s voice and influencers.

You’ll learn:

  • Characteristics of outstanding influencers—and red flags to avoid
  • How you can forward business goals and your brand voice while letting influencers have creative content control
  • How influencer relations and tailored content fit into a cross-platform social media strategy
  • Ways to gather analytics and measure your effectiveness, no matter your budget or current stage of influencer relations
Head of social media
Amazon Web Services
Read bio
Senior specialist of social engagement
Greyhound Lines 
Read bio
Matt Silverman
Director of video
The Daily Dot
Read bio
Senior director of social business
Dell
Read bio
Social Media Strategies for PR and Marketing

Thursday, March 7

8:30–9:30 a.m.
Opening keynote

‘Winter is coming’: Drive buzz, harness trends and capture attention with effective social storytelling

Whether you have a multimillion-dollar budget in today’s increasingly connected media landscape, or a targeted, lean budget—and whether you are promoting a hit series, a new show or a product launch—you must fight against the deluge of marketing messages, content and conversation delivered into the hands of each consumer. You have to align your storytelling with your overall marketing strategy and creatively add social media efforts.

Joanna Scholl, senior vice president of marketing and communications for The Paley Center for Media and the former vice president of consumer marketing and marketing strategy for HBO, oversaw marketing campaigns for shows including “Girls” and “Game of Thrones.” Innovative, interactive and analytics-driven consumer marketing efforts connected these shows to viewers’ hearts and minds—and nothing short of fresh takes on content creation and a focus on the consumer will help you to achieve the same success.

In this opening keynote, she’ll share insights on highlighting the history of your brand’s rich stories and background with both short- and long-form digital content, along with how social media affects traditional marketing, and the latest social media tips from her recent work.

Senior vice president of marketing and communications
The Paley Center for Media (HBO)
Read bio
10:45–11:30 a.m.

How you can ‘feel the love tonight’ (or anytime) with consumer-first social media

You want your followers and fans to love you—but making that happen starts with knowing what drives them to use certain platforms and apps. It also requires you to tailor not only your content, but also your digital strategy to fit the medium and the individuals in your audience. Bentley McBentleson, digital marketing manager for KFC, will share how you can work to make content more than something that just sits on your social media profiles, but rather provides memorable experiences people want to talk about.

You’ll learn: 

  • New and creative ways of reaching and interacting with consumers across online platforms
  • Why we use social media in the first place, and how that understanding can drive your digital success
  • Crucial elements of a mobile-first social media strategy—and why your content should be responsive
  • How to push the envelope with outstanding experiences and interactive content
Bentley McBentleson
Digital marketing manager
KFC
Read bio
11:30 a.m.–12:45 p.m.

Networking lunch

(provided onsite)

12:45–1:30 p.m.
Panel

Stay ‘one jump ahead’ of the competition through social listening and fan-centered content

Many communicators are focused on scoring a social media goal or touchdown for their organizations. Your followers can help you get there. Through social listening, audience-focused content and savvy interaction, you can regularly slam dunk online engagement and ROI. In this panel discussion, communications pros from teams and organizations representing the National Football League, Major League Baseball, the National Basketball League and Major League Soccer will show you how they use what their fans are saying to create and drive social media content and excitement, along with takeaways for social media managers of all stripes.

You’ll learn:

  • What social listening can do for your organization—and how to do it effectively
  • Tips for measuring audience engagement, sentiment and feedback to inform your campaigns
  • Ways to create and share social media content your followers crave
  • How to encourage your audience to get involved in online storytelling efforts
  • How to connect traditional PR and marketing to your social media efforts
Director of social media and content
Major League Soccer
Read bio
Director of marketing
Jacksonville Jaguars
Read bio
Senior director of social business
Dell
Read bio
1:45–2:30 p.m.

Respond to a crisis online—and learn how to act and ‘let it go’

An unforeseen crisis threatens to destroy your organization’s brand image—and the clock is ticking before you must deploy your messages across social media channels to protect its reputation. What do you do next? More importantly, where should you begin? In this highly interactive session, you and your fellow attendees will have 30 minutes to answer those questions and come up with a solution. Together, using a mock crisis scenario, you’ll brainstorm how to develop and execute a social media response.

Your plan must:  

  • Convey your narrative throughout the first hour of a crisis
  • Respond to backlash from social media users
  • Maintain customer loyalty and foster trust throughout and after the storm
  • Help open the lines of communications between you and reporters so you can get ahead of the story
Vice president and chief learning officer
Ragan Communications
Read bio
2:30–3 p.m.

Networking Break

3–3:45 p.m.

Learn to ‘paint with all the colors of the wind’—or pixels

In an ever-rising sea of marketing messages, viral trends and people clamoring for your audience’s attention, visuals are a necessity for piquing followers’ interest and helping them become interested in the story you’re telling. Natan Edelsburg, chief operating officer of Muck Rack and The Shorty Awards, will explain why visuals matter now more than ever before—along with ways you can effectively include them into your online content and campaigns.

You’ll learn:

  • How you can start integrating visuals into your social media posts and digital content
  • What journalists say about receiving visuals in pitches (Hint: It’s good!)
  • How visuals work across platforms and ways to tailor them to fit
  • Takeaways for making your visuals seem natural, not forced or choppy
Chief operating officer
Muck Rack, The Shorty Awards
Read bio
4–5 p.m.
Special keynote

Storytelling magic can be more than just ‘a wish your heart makes’

Editorial content director
Disney Parks
Read bio
6–8 p.m.

Networking cocktail party, courtesy of Disney Parks

Join your peers and conference speakers on the beach for a networking party sprinkled with Disney magic. Enjoy great conversations and superb food and drink. Bring your camera for photo ops with special guests.

Friday, March 8

8:30–9:30 a.m.
Opening keynote

‘You’re welcome’: Wendy’s secret sauce for Twitter success

Wendy’s has gained a reputation for dishing out sass the same way it serves up its burgers: Fresh and one tweet (or patty) at a time.

The fast-food chain’s trash talk has quickly earned a large following of loyal fans and often grabs headlines for its engagement gambits. Many Twitter users—including brand accounts—have tweeted the chain hoping to get roasted (and benefit from the boost Wendy’s entertaining tweets can give them). Though not every organization do the same, there are many lessons social media pros can learn from the undisputed queen of sass.

Christina Miller, connections director of social strategy on the Wendy’s account for VML and Jimmy Bennett, senior director of media, social and partnerships for Wendy’s, will give you an inside look at what goes on behind the social media strategy for the brand with the most-retweeted tweet in history (#NuggsForCarter) and its famous Twitter quips—along with five secrets any brand manager can use to dish up tasty social media success.

Connections director of social strategy
Wendy’s account at VML
Read bio
Senior director of media, social and partnerships
Wendy’s
Read bio
9:45–10:30 a.m.
Panel

Digital storytelling secrets to revitalize a ‘tale as old as time’

Social media moves quickly, but digital communicators are still faced with figuring out ways to tell (and retell) their organization’s oldest stories and most-used taglines. Through creative messaging, online monitoring and a fresh perspective, you can share branded stories and news in a way that attracts attention and excitement, not yawns. In this panel discussion, you’ll learn from social media storytellers how you can approach your PR and marketing copy and goals using social media platforms and best practices.

You’ll learn:

  • How to increase news coverage and support PR and marketing campaigns through social media efforts
  • Ways to uncover stories your online audience wants to hear—and find the tales they’re already telling
  • Tips for repurposing content and tailoring it to the audience and language of the platform
  • Best practices to fit any budget, team size and goal
Senior manager of corporate and financial communications
PayPal
Read bio
Director of PR
Children’s Mercy Kansas City
Read bio
Senior manager of social media
Mall of America
Read bio
Director of social media
Nickelodeon
Read bio
10:45–11:30 a.m.

‘Do you want to build a snowman?’ Social media adds magic to all marketing efforts

Social media is no longer something communicators can ignore—but its practices and successes don’t have to live in a vacuum. Sangita Sarkar, also known as the “method marketer,” led product marketing strategies and has driven successful social media efforts for mobile roleplaying games, including Harry Potter: Hogwarts Mystery, Restaurant Dash: Gordon Ramsay and Futurama: Worlds of Tomorrow. You don’t need a wildly popular game or app for social media to power your marketing campaigns. Sangita will show you how social strategies can give you a more cohesive communications strategy—and inspire you to try new ways to reach and excite your target audiences.

You’ll learn:

  • How social media can fit into your overarching PR and marketing strategies
  • Ways to take risks and analyze the feedback and data to inform future decisions
  • Tips for pushing your messages and content on emerging platforms—and why you should embrace them
  • New ideas for mobile-first content and new approaches to social media marketing
  • The tools that can help you achieve engagement, content and business goals
Director of product marketing
Zynga
Read bio
Social Media Strategies for Internal Communications

Thursday, March 7

8:30–9:30 a.m.
Opening keynote

‘Winter is coming’: Drive buzz, harness trends and capture attention with effective social storytelling

Whether you have a multimillion-dollar budget in today’s increasingly connected media landscape, or a targeted, lean budget—and whether you are promoting a hit series, a new show or a product launch—you must fight against the deluge of marketing messages, content and conversation delivered into the hands of each consumer. You have to align your storytelling with your overall marketing strategy and creatively add social media efforts.

Joanna Scholl, senior vice president of marketing and communications for The Paley Center for Media and the former vice president of consumer marketing and marketing strategy for HBO, oversaw marketing campaigns for shows including “Girls” and “Game of Thrones.” Innovative, interactive and analytics-driven consumer marketing efforts connected these shows to viewers’ hearts and minds—and nothing short of fresh takes on content creation and a focus on the consumer will help you to achieve the same success.

In this opening keynote, she’ll share insights on highlighting the history of your brand’s rich stories and background with both short- and long-form digital content, along with how social media affects traditional marketing, and the latest social media tips from her recent work.

Senior vice president of marketing and communications
The Paley Center for Media (HBO)
Read bio
9:45–10:30 a.m.

Help employees ‘see the light’: Use Facebook and more to connect across the miles

10:45–11:30 a.m.
Panel

For an outstanding intranet, all you need is content, ‘trust and a little pixie dust’

Consumers and external partners aren’t the only audiences bombarded with content and suffering from message fatigue from today’s increasingly noisy digital media landscapes. You can forge stronger relationships, get your organization’s crucial messages heard and boost online sharing by crafting content that excites your workforce, delivered in the right way and on the right platforms. In this panel discussion, internal communications pros from across industries will share their secrets for creating employee content that sings, along with takeaways for how you can do the same.

You’ll learn:

  • How to transform your intranet from a content dumping ground into a vibrant exchange of ideas
  • Ways to effectively communicate your organization’s vision, brand voice and more
  • Methods for crafting content based on analytics and employee insight—and how to measure your efforts
  • How to increase communications between leadership and employees through interactive content and opportunities
Head of employee communications
Expedia Group
Read bio
Manager of employment branding and communications
Hulu
Read bio
Andrew Jayne
Internal communications manager
Cigna
Read bio
Senior director, digital workplace
Tapestry
Read bio
Senior director of social business
Dell
Read bio
11:30 a.m.–12:45 p.m.

Networking lunch

(provided onsite)

1:45–2:30 p.m.

‘We know the way’: Help employees channel their inner brand warriors

Your workforce is home to some of the best brand stories, and you can better highlight them by helping employees share their experiences online. Not everyone will be a social media butterfly or well-versed with your brand voice, however, so it’s up to you to give them opportunities without too much oversight—which can dampen authenticity and excitement. In this panel discussion, internal social media communicators will share how they’re preparing employees to share insights and be part of their brand armies, along with practical tips for bringing out influencers within your organization.

You’ll learn:

  • Tools and tactics to empower employee voices and encourage personalities to shine
  • How to educate employees on social media trends and best practices for sharing
  • Tips for relaying your organization’s brand voice and messages while encouraging individual sharing
  • How to encourage your employees to participate in brand storytelling and digital content efforts
Director of internal communications for HQ Air Mobility Command
U.S. Air Force
Read bio
Vice president of communications and creative services
CHG Healthcare
Read bio
Director of PR
Children’s Mercy Kansas City
Read bio
Engineering chief of staff
American Express
Read bio
2:30–3 p.m.

Networking Break

3–3:45 p.m.

Empowering employees to become brand ambassadors can be more than ‘once upon a dream’

Social platforms, including internal channels, can provide spectacular engagement opportunities, but they are of little use if employees are afraid to use their own voices. How can you find and develop brand ambassadors—who understand your organization’s vision as well as its brand voice—to ultimately accomplish the goal of a more communicative and engaged workforce? Nolan Carleton, associate director of communications, social engagement at AT&T, will share practical tips for encouraging your organization’s workforce to be active with your internal social media efforts. She’ll also show how to select the right people to be your brand’s champions and train them to communicate across functions and geographies to build trust.

You’ll learn: 

  • Tips for building a robust social platform to break down silos and better achieve business goals
  • User-generated content—how to find a cultural fit with your organization and help it catch fire
  • Ways to protect your brand reputation without stifling employees’ creativity
  • How to combine social media strategies and skills with tools to increase internal engagement
  • Takeaways for measuring the results of your efforts and proving value to executives
Associate director of communications, social engagement
AT&T
Read bio
4–5 p.m.
Special keynote

Storytelling magic can be more than just ‘a wish your heart makes’

Editorial content director
Disney Parks
Read bio
6–8 p.m.

Networking cocktail party, courtesy of Disney Parks

Join your peers and conference speakers on the beach for a networking party sprinkled with Disney magic. Enjoy great conversations and superb food and drink. Bring your camera for photo ops with special guests.

Friday, March 8

8:30–9:30 a.m.
Opening keynote

‘You’re welcome’: Wendy’s secret sauce for Twitter success

Wendy’s has gained a reputation for dishing out sass the same way it serves up its burgers: Fresh and one tweet (or patty) at a time.

The fast-food chain’s trash talk has quickly earned a large following of loyal fans and often grabs headlines for its engagement gambits. Many Twitter users—including brand accounts—have tweeted the chain hoping to get roasted (and benefit from the boost Wendy’s entertaining tweets can give them). Though not every organization do the same, there are many lessons social media pros can learn from the undisputed queen of sass.

Christina Miller, connections director of social strategy on the Wendy’s account for VML and Jimmy Bennett, senior director of media, social and partnerships for Wendy’s, will give you an inside look at what goes on behind the social media strategy for the brand with the most-retweeted tweet in history (#NuggsForCarter) and its famous Twitter quips—along with five secrets any brand manager can use to dish up tasty social media success.

Connections director of social strategy
Wendy’s account at VML
Read bio
Senior director of media, social and partnerships
Wendy’s
Read bio
9:45-10:30 a.m.

‘You’ve got a friend in me’: Power digital communications through employee engagement

Social media can be a powerful tool for strengthening your brand, recruiting talent and showing off your organization’s culture outside of your company—but within the company, many communicators struggle to gain traction and realize the value of internal social interactions. Dante Ragazzo, senior director of digital workplace for Tapestry, will uncover their strategy for ensuring successful adoption of social within the enterprise. Further, he’ll share how they’re leveraging the power of employee engagement to drive both internal communications and external employment branding, along with how these efforts will set the foundation for an effective digital workplace.

You’ll learn: 

  • How you can drive adoption of new enterprise social solutions
  • Ways to help your employees embrace your brand voice—and turn them into brand ambassadors
  • Tools and resources to help employees get involved online, increase intranet activation and better connect with executives and other stakeholders
  • How to build an effective internal social media strategy that ties with other communications efforts—no matter your team size or budget
Senior director, digital workplace
Tapestry
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10:45–11:30 a.m.

Use video as your ‘spoonful of sugar’ to power employee social media adoption

No matter how great the internal social media tool, resource or campaign, employee adoption is crucial for success—which often presents the challenge of capturing attention long enough to properly educate and train your staff. What started out as an idea to train Nationwide’s 35,000 associates on SharePoint turned into more than 170 broadcast shows in 2017 and more than 550 shows in 2018, featuring leaders from across the organization. Chip Midnight, business consulting specialist for Nationwide, will share the takeaways behind how he helped turn what was a training challenge into a thriving studio that regularly offers features, replaces many in-person meetings, increases engagement and retention, and ultimately saves the organization thousands of dollars.

You’ll learn:

  • How to think like a producer when working on employee social media efforts
  • Ways to boost engagement through video
  • Tips for integrating Yammer, SharePoint and other tools to power your digital workplace efforts
  • The types of two-way communications and conversations that can inspire and engage viewers
  • How to measure success through analytics, surveys and informal feedback
Business consulting specialist
Nationwide Insurance
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Thursday, March 7

8:30–9:30 a.m. Eastern time
Opening keynote

‘Winter is coming’: Drive buzz, harness trends and capture attention with effective social storytelling

Whether you have a multimillion-dollar budget in today’s increasingly connected media landscape, or a targeted, lean budget—and whether you are promoting a hit series, a new show or a product launch—you must fight against the deluge of marketing messages, content and conversation delivered into the hands of each consumer. You have to align your storytelling with your overall marketing strategy and creatively add social media efforts.

Joanna Scholl, senior vice president of marketing and communications for The Paley Center for Media and the former vice president of consumer marketing and marketing strategy for HBO, oversaw marketing campaigns for shows including “Girls” and “Game of Thrones.” Innovative, interactive and analytics-driven consumer marketing efforts connected these shows to viewers’ hearts and minds—and nothing short of fresh takes on content creation and a focus on the consumer will help you to achieve the same success.

In this opening keynote, she’ll share insights on highlighting the history of your brand’s rich stories and background with both short- and long-form digital content, along with how social media affects traditional marketing, and the latest social media tips from her recent work.

Senior vice president of marketing and communications
The Paley Center for Media (HBO)
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9:45–10:30 a.m. Eastern time
Panel

‘Up’ your mobile social media game to find ‘your greatest adventure’

Even if you create branded content from your desktop or laptop, audience members will consume it across devices. Considering the majority of consumers access social media sites from their smartphones, it’s more important than ever to reach them where they’re at and capture their attention before they move on to the next message, picture or video. In this panel discussion, communicators from organizations and social media platforms will answer your most pressing questions about mobile social media strategies and show you how to create excitement and engagement—even on the smallest of screens.

You’ll learn:

  • Ways to boost engagement on social media apps—and websites
  • How going mobile can help you find and work with brand ambassadors
  • Tips for crafting compelling images and copy meant to entice on-the-go viewers
  • Mobile strategies to fit within your entire digital content campaigns and other PR and marketing efforts
  • Best practices to build and maintain an active following
Director of social media and content
Major League Soccer
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Senior content specialist
Mastercard Center for Inclusive Growth
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Director of product marketing
Zynga
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Director of PR
Children’s Mercy Kansas City
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Senior manager of social media
Grubhub
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10:45–11:30 a.m. Eastern time

Extending your Twitter strategies to ‘infinity and beyond’ through video and live streaming

When you consider the amount of breaking news and trends, real-time conversations and videos shared on Twitter each hour, the platform’s tagline —“It’s what’s happening”— is an apt description. How can communicators take advantage of what's happening in the moment to connect with stakeholders? Brenden Lee, lead for sports communications at Twitter, will share insights from teams, athletes, leagues and more that are boosting their brands with creative video content—along with lessons gleaned from viral tweets.

You’ll learn:

  • Why having video content is huge—and how you can harness this trend
  • Takeaways from the data behind the most popular tweets on the platform
  • Ways to use Twitter to effectively reach both B2B and B2C audiences
  • Twitter best practices to push engagement and capture attention
Lead for sports communications
Twitter
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12:45-1:30 p.m. Eastern time

Secrets to mobile-first social media efforts that can prove ‘You can fly!’

No matter your industry or organization, your audience is probably accessing your social media profiles and content with their smartphones and mobile devices. Mallorie Rosenbluth, senior manager of social media for Grubhub, delivers tasty content to the company’s more than 1.3 million Facebook fans and more than 242,000 followers on Twitter and Instagram—all with a focus on engagement and driving downloads and use of Grubhub’s app. You don’t need to have your own entry in Apple’s App Store or Google Play to harness the power of social media efforts catering to small screens. You’ll see the necessity of a mobile-focused social media strategy and gain essential takeaways to bolster your efforts.

You’ll learn:  

  • How to select the proper channels for your messages—and tailor your content to match the platform
  • Ways to make your content—whether it’s text, images or videos—more responsive on mobile devices
  • Tips for using technology, tools and platform features to cater to native audiences
  • Secrets for offering your followers excellent experiences—and how that goes hand in hand with engagement
  • How to stick to your brand’s voice and messaging when building your social media community—while keeping business goals in mind
Senior manager of social media
Grubhub
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3–3:45 p.m. Eastern time
Panel

Video secrets that can reveal ‘a whole new world’ on YouTube and beyond

To stand out on social media, you can’t just say it—you have to show it. As visuals and captivating content become increasingly more paramount to successful online strategies and campaigns, more communicators and creators than ever before are turning to video. However, just hitting “record” and hoping for the best won’t net you eyeballs or favor with busy viewers. In this panel discussion, digital video creators and experts will share takeaways from their content successes and uncover tips and trips to inspire—whether you’re looking to hone your YouTube strategies or just want to jump on the video bandwagon.

You’ll learn:

  • Traits of clickable and shareable videos—along with how to measure your success
  • Digital video trends and best practices for YouTube, Facebook and more
  • Tips for finding the story or creative idea that can give your video traction with viewers
  • How to balance polished corporate and marketing messages with content that’s relatable to your audience
Editorial content director, Disney Parks
The Walt Disney Company
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Filmmaker, YouTuber
YouTube: austinmcconnell
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CEO
Harmon Brothers
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Director of PR
Children’s Mercy Kansas City
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Matt Silverman
Director of video
The Daily Dot
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4–5 p.m. Eastern time
Special keynote

Storytelling magic can be more than just ‘a wish your heart makes’

Editorial content director
Disney Parks
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Friday, March 8

8:30–9:30 a.m. Eastern time
Opening keynote

‘You’re welcome’: Wendy’s secret sauce for Twitter success

Wendy’s has gained a reputation for dishing out sass the same way it serves up its burgers: Fresh and one tweet (or patty) at a time.

The fast-food chain’s trash talk has quickly earned a large following of loyal fans and often grabs headlines for its engagement gambits. Many Twitter users—including brand accounts—have tweeted the chain hoping to get roasted (and benefit from the boost Wendy’s entertaining tweets can give them). Though not every organization do the same, there are many lessons social media pros can learn from the undisputed queen of sass.

Christina Miller, connections director of social strategy on the Wendy’s account for VML and Jimmy Bennett, senior director of media, social and partnerships for Wendy’s, will give you an inside look at what goes on behind the social media strategy for the brand with the most-retweeted tweet in history (#NuggsForCarter) and its famous Twitter quips—along with five secrets any brand manager can use to dish up tasty social media success.

Connections director of social strategy
Wendy’s account at VML
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Senior director of media, social and partnerships
Wendy’s
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9:45–10:30 a.m. Eastern time

Conquer the ‘Monsters, Inc.’ of social platforms: Triumph on Facebook and Instagram

With a collective 3.23 billion monthly active users, Facebook and Instagram have become essential social media platforms that many communicators use to reach their target audiences. Yet, with constant algorithm changes, an influx of content and marketing messages, and regularly shifting trends, it’s no easy feat to win followers’ attention and ensure your content stands out from the rest. Stephanie Ramirez, director of social media and engagement for Cheddar, will show you how she leads efforts to target millennials and rack up views and conversations online, specifically across these two behemoth platforms—along with takeaways you can use to boost your efforts.

You’ll learn:

  • Why videos on Facebook and Instagram are huge—and how to make yours clickable
  • Ways to measure your posts’ impact and use social listening to better understand your audience
  • Tips to power engagement and encourage conversations with your followers and fans
  • The ins and outs of using Facebook Live and Instagram Stories to spread your messages and power your brand storytelling
  • How to maintain a consistent brand voice—but cater to native users
Director of social media and engagement
Cheddar
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10:45–11:30 a.m. Eastern time
Panel

Influencers and savvy content can help you ‘just keep swimming’—and succeed

With a sea of marketing messages, images, videos and stories competing for people’s time, it’s crucial to reach your target audience members through social media influencers and the right mix of content tailored to your reader and platform. These digital tastemakers can help you build and mobilize a community of passionate brand ambassadors, but you can’t approach these relationships as just another business transaction. In this panel discussion, social media leaders will share insights for finding and working with social media influencers and structuring content across platforms, audiences and campaigns to suit both your brand’s voice and influencers.

You’ll learn:

  • Characteristics of outstanding influencers—and red flags to avoid
  • How you can forward business goals and your brand voice while letting influencers have creative content control
  • How influencer relations and tailored content fit into a cross-platform social media strategy
  • Ways to gather analytics and measure your effectiveness, no matter your budget or current stage of influencer relations
Head of social media
Amazon Web Services
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Senior specialist of social engagement
Greyhound Lines 
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Matt Silverman
Director of video
The Daily Dot
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Senior director of social business
Dell
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