SESSIONS
Core Sessions
Getting Started: Identify and Manage Your Resources to Start and Grow Your Social Media Program Profitably
You have a lot of questions and this social media management training session will help you answer them. We'll explore the best ways to successfully launch, grow and maintain your social media platforms. You'll discover how to integrate your social media into your other marketing and company-wide activities, determine what resources (time and money) you need and how to intelligently add this powerful tool to your marketing mix. In this fast-paced, online training session, you'll discover:
- How to establish the business case for your social media programs(s) and get real buy-in from the C-suite on down
- How to determine where social media integrates with other functions like customer service, marketing, PR, and product development in order ensure results and an increased spend (investment)
- The successes a social media manager can achieve with a shoe-string budget
- How to demonstrate that your social media campaigns are working
- How to be great at social media management
- How to make you the company hero when it comes to all things Social (Social Media Related, that is.)
GRANT JOHNSON
President, Ambassador of Fun
Johnson Direct
Grant is an internationally recognized speaker, creative director, thought leader, author, teacher, measurable marketing strategist and copywriter who employs multi/cross-channel strategies to drive real-world, quantifiable ROMI.
Social Media Measurement and ROI: "Show Me The Money"
“How do I measure social media ROI?” is the #1 question people ask to understand how social media builds businesses and brands, according to Social Media Examiner. Do Friends, Followers, Likes and Re-Tweet equate to sales and profitability? This social media ROI training session will:
- Identify the measurements, tracking and analytic tools (many widely available for everyone on “open source” platforms) to prove social media ROI for your business.
- Discuss best practices and case studies for B2B.
- Have team-based exercises to determine the Key Performance Indicators (KPIs) that are right for your business. This gives your business an actionable scorecard to keep your strategy on track.
- Give you an understanding of the principles plus the work plan to measure and prove ROI of social media for your brand.
ROB PETERSEN,
President, BarnRaisers
Rob is President of BarnRaisers, an online marketing solutions company using social media, the power of community and the proven principles of relationship marketing. Rob was EVP/Chief Strategy Officer for Omnicom and has held leadership positions at FCB, Euro RSCG and Saatchi & Saatchi. He has developed and executed social media initiatives for the American Heart Association, Colgate, Mars and Shell; all have built online communities with results and ROI’s that exceeded expectations. Rob is on the faculty of Rutgers University and teaches MBA courses in Digital Marketing and Social Media Measurements and ROI.
Content Strategy, The Foundation to Social Media Strategy
Before you can create or curate social media content, and even before you choose the right channels for your brand and audience, take a step back. In the words of Disney’s Prateek Sarkar, “content is story-and content strategy is storytelling.” We’ll discuss what you need to know about content strategy to tell a good story amid budget and time constraints. Create and maintain a cohesive and consistent multi-channel experience - the core to effective social media. Gain five key social media takeaways:
- Uncover the process and key components of brand-driven content strategy
- Discover why designers, project managers, and others in a social media team demand content strategy
- Learn how and why to establish a message architecture before you do anything else
- Explore content auditing to understand the content you have and identify the content you need
- Learn how creation and curation can complement your efforts
Get a sneak peek of this session! Click here for a 5 minute clip on Message Architecture.
MARGOT BLOOMSTEIN
Principal s
Appropriate, Inc.
Margot is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. She partners with retailers, universities, and other organizations to create brand-appropriate user experiences that engage their target audiences and project key messages with consistency and clarity through both traditional and social media.
Over the past decade, she's helped grow content strategy practices at agencies and clients. Margot is the author of Content Strategy at Work and Real World Stories to Strengthen Every Interactive Engagement (Morgan Kaufmann, 2012).
Why Before How: Create a Social Media Strategy in 8 Steps
As you anticipate integrating social media into your current marketing initiatives, be careful to start at the beginning, not the end. Don’t make the mistake of worrying about what tools you’ll need to implement social media. Instead, to be successful you must first create a sustainable social media strategy that will achieve your company’s goals, no matter what specific tools you’ll eventually use to implement it.
In this comprehensive course on social media strategy planning, led by a leading social media expert, you'll learn:
- What’s driving the rise of social media
- The 8-step process for creating an unbeatable social media strategic plan
- How to match your audience demographics to standard classifications of social media behaviors (known as Social Technographics)
- How to find your company‘s “sweet spot” – the unique quality that transcends features and benefits
- How to select which social media venues (i.e., Facebook, LinkedIn, Twitter, etc.) where your company should concentrate its efforts
- Ideas for legitimate social media success metrics you can track today
JAY BAER
President, Convince & Convert
Co-author, The NOW Revolution
Jay is a hype-free, tequila-loving social media strategist, speaker, and author. He’s consulted with more than 700 companies on digital marketing since 1994, including Nike, Sony, Caterpillar, California Travel and Tourism Commission, Billabong and 29 of the Fortune 500. He was named one of America’s top social media consultants by Fast Company magazine, and his blog Convince and Convert is ranked as the world’s #1 content marketing blog. He’s co-author of The NOW Revolution, a leading book on social business.
Elective Sessions
Social Media Road Map for Small Business
Social media, like no other marketing channel, can flatten the playing field for small- to mid-size businesses who compete against the big boys. More and more small- to mid-size businesses are using social media tools to cost-effectively build their brands and grow their bottom lines. But there are nuances for effectively deploying social media that apply to smaller businesses. This important training module will detail how to use social media for small business to increase your visibility and voice, to ultimately grow your sales
You will learn:
- How to set goals that make sense for your business and start taking steps to achieve them
- How to evaluate economical ways to reach your target audience
- How to determine the time investment you can afford
- Design tactics that will truly let you interact with your customers and prospects
SHASHI BELLAMKONDA
Social Media Swami
Network Solutions
Shashi currently oversees all social media activities at Network Solutions, a firm that helps small businesses start and market their businesses on the Web. In this role, he has compiled an impressive record of achievements that includes transforming the company’s Web presence, creating and executing a comprehensive social media strategy and brand presence, orchestrating a Super Bowl viral video campaign and dramatically increasing coverage in national media. He also is an adjunct professor at Georgetown University and serves as a member of the Marketing Advisory Board of SCORE and Advisory board member for the Capitol Communicator, a Washington, DC-based online magazine for PR and Communicators.
Gain Critical Business Intelligence with Online Monitoring
Online and Social Media monitoring, otherwise known as eListening, is essential for competing effectively online. It’s a research methodology that provides invaluable intelligence on what your customers are saying about your company, on your competition’s digital and social media activities, and on emerging trends in your industry. That’s why eListening is an essential first step for developing your social media strategy and goals. After completing this extensive social media analysis training session, you'll know:
- The many ways online business intelligence can provide value across your organization
- How to measure and track your brand, competition, industry, influencers, and audiences
- What tools and resources are available for online monitoring
Plus you’ll learn from case studies how business intelligence changed the way Amazon, DuPont, Waffle House and Chevron do business.
ANDREW BATES
Director, Social Media
Penton Marketing Services
Andrew is a strategic interactive marketing programs and technology subject matter expert with over a dozen years of management, internet technology and consulting experience. He has provided custom online marketing and social media programs for organizations that include Chevron, the American Cancer Society, Rosetta Stone and Ogilvy. Andrew serves as the Director of Social Media for Penton Marketing Services where he continues to evolve social media offerings while developing tactical strategies for internal and client-specific new media programs. For the last 8 years, Andrew has been an avid member of the Northern Virginia Technology Council (NVTC.org) serving as a founding member of both the Tech Innovations and Social Media Committees.
Integrating Social Media into your Marketing Mix
Social media is most effective when combined with your other marketing channels. The key to success is to effectively use social media to enhance the channels already in place. This social media integration training session deepens and broadens your knowledge on:
- How to engage customers across all channels
- The secrets that lead to well-integrated multi-channel campaigns
- Social Media tactics for improving leads and conversions, and increasing your bottom line
- How to target customers by using social media in conjunction with the marketing channels they use to interact with your company
DEBRA ELLIS
President
Wilson & Ellis Consulting
Debra is a speaker, consultant, and author of the integrated marketing guide, Social Media 4 Direct Marketers (http://sm4dm.com). She is the founder of Wilson & Ellis Consulting (http://wilsonellisconsulting.com), a boutique firm specializing in integrated marketing, customer care, and growth strategies.
Business-to-Business Social Media Marketing - Really!
Across the corporate landscape, businesses ranging from banks to high-tech firms to plumbing supplies are successfully applying social media tools to connect with customers, channel partners and suppliers. And as they grow more confident with the tools, they're experimenting with sophisticated applications like social networks and customer co-creation.
Many B2B companies today have dozens of employees connecting with their markets through blogs, podcasts, Twitter and video. Some companies have thousands. These initiatives don't get the publicity of flashier consumer campaigns, but they deliver results in the form of reduced costs, improved lead quality, repeat business and enhance customer and partner relations.
In this online training session, you’ll learn:
- How to choose platforms for B2B social media marketing
- Tips for selling the program to internal stakeholders
- Organizing for social marketing success
- How to integrate multiple platforms to multiply message reach
- ROI and metrics for B2B social media
PAUL GILLIN
Writer, speaker and online marketing consultant
Paul is a writer, speaker and online marketing consultant. He specializes in helping business-to-business marketers use social media and quality content to reach customers. His books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (co-authored with wife Dana in 2010) and Social Marketing to the Business Customer (co-authored with Eric Schwartzman).
What FDA and FTC Won't Let You Do on Social Media
As a member of the natural products industry, you already follow a slew of regulations to ensure your products are legal. But are you unknowingly committing a compliance error on social media? We'll help you stay on the government's good side by letting you know exactly what you can and can't do when it comes to Facebook, Twitter, LinkedIn and other networks. Takeaways:
- General guidelines to help protect yourself legally
- Review of recent regulatory actions against companies for their use of social media
- How to talk about your science (safely!) on social media
- What you can and can't do with testimonials
- Best practices to help you make the most of your health claims
Caren Baginski
Senior Editor, Digital and Social Media
NewHope360
Caren is NewHope360's Senior Editor of Digital and Social Media and leader of the Social Media Task Force for New Hope Natural Media, where she directs a company-wide team responsible for 28 social network accounts. Previously, she was associate editor of Functional Ingredients magazine. Prior to joining New Hope Natural Media, she worked for the Medical Group Management Association as web content editor, where she spearheaded the company's brand new social media presence and award-winning blog. Before moving to Denver, she was the decorating editor and podcast host for HGTV.com, DIYNetwork.com and HGTVPro.com with Scripps Networks Interactive, Knoxville, Tenn. There, she pioneered HGTV's presence on Flickr and Twitter and rebranded the Design Happens blog.
Ivan Wasserman
Partner
Manatt, Phelps & Phillips, LLP.
Ivan is one of the premier attorneys focusing on the regulation of health and wellness products, including dietary supplements, foods and cosmetics. His experience with advertising and labeling of these products, which are subject to overlapping jurisdiction of the FDA and FTC, helps companies develop creative approaches to meeting marketing objectives while staying within applicable regulatory frameworks. He is a highly regarded author and is a frequent and engaging speaker at industry workshops and events. He been selected as one of the Best Lawyers in America from 2007-2012.
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Using Social Media to Create Brand Champions for Specialty Diets
Are you missing the mark on engaging the most passionate and dedicated natural consumers on social media? Consumers who seek organic/non-GMO, vegan, gluten-free, paleo, allergy-free foods and more, look to you for their good food solutions and can become your greatest brand champions--if you know how to charm them. Drawing from industry case studies, we'll discuss how you can maintain and multiply your brand's social media influence specialty diet communities through:
- The one thing you can do right now to dramatically transform your social engagement
- Where to find key influencers in your special diet niche
- How to respond to complaints/concerns from specialty diet consumers
- How brands such as Brad's Raw Foods and So Delicious Dairy Free have gained a loyal social media following that translates into sales
- Bonus: Why you don't need a big budget (or a lot of followers) to effect healthy change in the food system
Caren Baginski
Senior Editor, Digital and Social Media
NewHope360
Caren is NewHope360's Senior Editor of Digital and Social Media and leader of the Social Media Task Force for New Hope Natural Media, where she directs a company-wide team responsible for 28 social network accounts. Previously, she was associate editor of Functional Ingredients magazine. Prior to joining New Hope Natural Media, she worked for the Medical Group Management Association as web content editor, where she spearheaded the company's brand new social media presence and award-winning blog. Before moving to Denver, she was the decorating editor and podcast host for HGTV.com, DIYNetwork.com and HGTVPro.com with Scripps Networks Interactive, Knoxville, Tenn. There, she pioneered HGTV's presence on Flickr and Twitter and rebranded the Design Happens blog.
Traffic: How to Build it, Drive it and Measure it through Social Media
The goal of every restaurant is to build guest traffic to drive sales, profits and growth. Social media techniques and tools are now providing some of the most targeted ways for restaurants to launch marketing movements, engage customers and track the results - delivering that all-important return on investment metric. Whether building relationships and loyalty with customers, highlighting a menu item, price point, special promotion or daypart, some of the most successful restaurant brands are using social media to drive those efforts.
In this session, restaurant operators and brand marketers will learn:
- How to develop a targeted campaign/movement: What tools do I use; what results do I measure?
- Developing the right content for your brand and your campaign
- Selling to the C-Suite: Once ready, how social media managers can make social media a priority in the organization
- Integrating marketing efforts - social media, digital, traditional - around the campaign/movement
- Finding the ROI: So many tools, so many platforms, what do I use, when do I use it
AMANDA HITE
CEO, Founder & Change Agent
BTC Revolutions, Inc.
Amanda is the CEO, Founder & Change Agent of BTC Revolutions, Inc. From the beginning of her 15 years in the hospitality industry, Amanda quickly rose through the leadership ranks to lead Talent and Development for a corporation consisting of over 7,600 employees. Through her numerous accomplishments in that role, she became recognized as an innovator in the industry. In 2008, Amanda founded Talent Revolution, Inc. a talent consulting agency and in 2012 Co-founded Be The Change (BTC) Revolutions a digital agency that is building communities and igniting movements online.
As a social media strategist, Amanda has leveraged her extensive experience in the corporate America and the restaurant industry to successfully execute the marketing and communications efforts of many the industries best regionally-based restaurant chains, national brands, and international organizations. Her ability to teach, train and develop a team strategy for social media movements is second to none, as evidenced by the recognition her clients receive from various media outlets, including the New York Times. Recently, her work as a member Share Our Strengths “Dine Out For No Kid Hungry” team led to record-breaking numbers by utilizing the power and community of social media.
Top Strategies and Trends to Enhance Customer Relationships through Social Media
The restaurant world today is relying more and more on social and mobile technology. Consumer loyalty is influenced by relevant and engaging social content and enterprises are increasingly leveraging social platforms to drive the buying decision making process. Vitrue has numerous clients that use social media to enhance customer relationships through social. This session will discuss and address the top social trends that the restaurant industry faces, including how restaurants can coordinate their marketing efforts to enhance the shopping experience via social media.
Participants will learn best practices and innovative ways in which top restaurant brands are:
- Assisting customers online via social media, including geo-location
- Accessing real-time data to drive buyer decisions
- Addressing the social and mobile point-of-sale (line busting)
- Creating a unique shopping experience for customers
Jennifer MacLean
Social Consulting Practice Manager
Oracle
Jennifer spent nearly 10 years in brand management developing products and marketing programs for iconic American brands; Hanes, V8, Timex, and Purina. Currently, Jennifer is a Social Consulting Practice Manager for Oracle. Her focus is providing thought leadership and guidance for brands as they build their social foundation and ongoing strategic support to help them fully achieve their social goals and objectives. Prior to Oracle acquisition, Jennifer was the Strategic Development Director at Vitrue, the global leader and innovator of social enterprise software.
Social Media for Events: Engaging Participants Before, During and After
What is the reality of integrating social media into your event? How do you keep your community engaged before, during and after events? These questions will be explored through case studies that demonstrate how to:
- Engage different audiences including attendees, exhibitors, speakers, and show management
- Build contests, communities and communication
- Extend conversations and brand loyalty long after an event has ended.
Jessica L. Levin, MBA, CMP, CAE
President and Chief Connector, Seven Degrees Communications
Jessica uses social networking tools to build and strengthen both personal and business relationships and teaches others how to embrace social media as a way to create both corporate and personal brands. Jessica's professional background includes experience in the professional services arena, association management and industrial marketing. Her strategic approach to marketing includes a mix of both traditional marketing channels and web 3.0 tactics. Jessica is a frequent presenter on the topic of strategic social media, marketing, networking, event engagement and technology. She has authored numerous articles on marketing, event design and social networking and blogs at Sevendegreescommunications.com.
Jessica is the President of the New Jersey Professional Marketers Association (NJPSMG) and is the Digital Communications Chair for the Association for Accounting Marketing (AAM). She currently serves on the social media advisory group for the Professional Convention Management Association (PCMA). She was named Planner of the Year by the New Jersey chapter of MPI and is a JASPER Award winner in the special event planning category. Jessica holds the designation Certified Meeting Professional (CMP) and Certified Association Executive (CAE). She was named New Jerseys 2009 Top Forty Under 40, a Planner to Watch by Convention South magazine in both 2010 and 2012 and was inducted into the New Jersey Social Media Hall of Fame in 2010. In 2011 Connect Meetings and Rejuvenate Magazines named her to their Forty Under 40 list.
Midori Connolly
CEO and Chief AVGirl, Pulse Staging and Events
Midori Connolly is the CEO and Chief AVGirl at Pulse Staging and Events. Midori began her career in hi-tech as a Curriculum and Instruction Coordinator for an adult and adolescent educational software company. Although just 19 years old, she combined her love of technology with her natural passion for, and understanding of, adult learning theory to design a custom database and create and conduct the associated training program for this multinational organization.
Now Midori is the CEO of a nationally renowned Audio Visual staging firm, providing AV for meetings and events around the United States.
She was also recognized as a Platinum Speaker by Meeting Professionals International and speaks to groups about overcoming their fear and intimidation of technology. In 2009 Midori was selected as the San Diego MPI Rising Star Award and was most recently named to the 2012 Most Innovative Event Professionals by BizBash Media and 40 Under 40 for Collaborate Magazine. She is the AVGirl advice columnist for PlanYourMeetings.com, Director on the Green Meetings Industry Council International Board of Directors and was the only woman who served on InfoComm Internationals first-ever Green AV Task Force. Midori truly is devoted to making technology more human, approachable and sustainable.
Social Media for Events: Tools and Tactics for Integration
Social media can play an integral part of an event from promotion, to enhancing a community that sustains itself long after the event has ended. Because of the live nature of events, social media activity requires special planning and execution. In this session, Midori Connolly and Jessica Levin will discuss:
- Creating a strategy
- Selecting social media platforms
- Staffing and monitoring online conversations
- Capturing content that can be used to continue the conversation
Jessica L. Levin, MBA, CMP, CAE
President and Chief Connector, Seven Degrees Communications
Jessica uses social networking tools to build and strengthen both personal and business relationships and teaches others how to embrace social media as a way to create both corporate and personal brands. Jessica's professional background includes experience in the professional services arena, association management and industrial marketing. Her strategic approach to marketing includes a mix of both traditional marketing channels and web 3.0 tactics. Jessica is a frequent presenter on the topic of strategic social media, marketing, networking, event engagement and technology. She has authored numerous articles on marketing, event design and social networking and blogs at Sevendegreescommunications.com.
Jessica is the President of the New Jersey Professional Marketers Association (NJPSMG) and is the Digital Communications Chair for the Association for Accounting Marketing (AAM). She currently serves on the social media advisory group for the Professional Convention Management Association (PCMA). She was named Planner of the Year by the New Jersey chapter of MPI and is a JASPER Award winner in the special event planning category. Jessica holds the designation Certified Meeting Professional (CMP) and Certified Association Executive (CAE). She was named New Jerseys 2009 Top Forty Under 40, a Planner to Watch by Convention South magazine in both 2010 and 2012 and was inducted into the New Jersey Social Media Hall of Fame in 2010. In 2011 Connect Meetings and Rejuvenate Magazines named her to their Forty Under 40 list.
Midori Connolly
CEO and Chief AVGirl, Pulse Staging and Events
Midori Connolly is the CEO and Chief AVGirl at Pulse Staging and Events. Midori began her career in hi-tech as a Curriculum and Instruction Coordinator for an adult and adolescent educational software company. Although just 19 years old, she combined her love of technology with her natural passion for, and understanding of, adult learning theory to design a custom database and create and conduct the associated training program for this multinational organization.
Now Midori is the CEO of a nationally renowned Audio Visual staging firm, providing AV for meetings and events around the United States.
She was also recognized as a Platinum Speaker by Meeting Professionals International and speaks to groups about overcoming their fear and intimidation of technology. In 2009 Midori was selected as the San Diego MPI Rising Star Award and was most recently named to the 2012 Most Innovative Event Professionals by BizBash Media and 40 Under 40 for Collaborate Magazine. She is the AVGirl advice columnist for PlanYourMeetings.com, Director on the Green Meetings Industry Council International Board of Directors and was the only woman who served on InfoComm Internationals first-ever Green AV Task Force. Midori truly is devoted to making technology more human, approachable and sustainable.
Social Media Prospecting for Financial Advisors
By combining The Oechsli Institute’s research on affluent investors with social media you will learn how to acquire more affluent clients in this increasingly digital world. This session offers tactical advice on using social media to bring in business. We’re going to show you the right way to get face-to-face with affluent prospects using these tools.
You will learn how to…
- Develop a profile that mirrors your real world brand and resonates with affluent investors
- Tactically get face-to-face with prospects you connect with online
- Network like never before with LinkedIn
- Build online groups to attract prospects
- Monitor turnover and track local businesses
- Avoid some of the biggest social media faux pas
- Position yourself as a resource online
- Build deeper, more meaningful relationships with your clients, prospects, and COIs.
Kevin Nichols
Director of Coaching and Social Media
The Oechsli Institute
Kevin is the Director of Coaching and Social Media at the Oechsli Institute and is a leading expert on Social Media marketing for financial advisors. He coaches advisors and teams on social media usage, writes a bi-weekly eNewsletter for WealthManagement.com. He is also the creator of Social Media Prospecting Guide for advisors. Kevin has been heavily published on social media marketing for advisors by publications such as InvestmentNews, Registered Rep., WealthManagement.com, RIA Central, RIA Biz, and more.
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