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From Community to Kinship How to Leverage Digital Media Like Microsoft What comes after community? Learn how to get to kinship using digital media with this case study from one of the world’s largest technology brands, Microsoft. Discover a framework for engaging your communities where they are and via media they prefer. Katrina Klier is senior director of worldwide digital marketing at Microsoft. Her team works with 180,000 companies in 200 countries to drive awareness, generate demand and increase sales with Microsoft’s partners. 12:30–1:30 p.m. Lunch 1:30–2:30 p.m. Luncheon Keynote The Role of the Social Media Architect Build and Integrate Strategic Communications Hear how the World Economic Forum used social media in its communication strategy, and how social media opened up Davos, one of the most exclusive and private events in the world. Matthias Lüfkens is managing director of digital, EMEA, at Burson-Marsteller (formerly with the World Economic Forum). Through his innovative use of social media, YouTube, MySpace, Facebook, Flickr, Wikipedia, Qik and Mogulus, Lüfkens brought the World Economic Forum to the social Web. 2:30–3:30 p.m. Breakout Sessions Content Marketing & Public Relations Optimize and Socialize to Persuade Your Audiences to Act Public relations and marketing are converging, and consumers and journalists are using new ways to discover, consume and act on content. In this session, you’ll learn how to use content marketing best practices to design information that inspires audiences to share, buy and recommend your brand. Lee Odden is CEO of TopRank Online Marketing, a digital marketing agency specializing in helping companies attract, engage and inspire customers and their social communities. He is author of “Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing.” The Business of Influence Introducing a Framework to Socialize the Enterprise Everything an organization does occurs within the context of a changing world. Influence flows all around it. Learn about the Influence Scorecard, and about improving an organization's facility to identify opportunities in these influence flows for competitive advantage. Find out how to improve sensitivity, responsiveness and agility by socializing the enterprise and the role of a new breed of professional — the influence professional. Philip Sheldrake, MCIPR CEng, is the founding partner of Meanwhile and Influence Crowd, and the main board director of Intellect. He’s author of “The Business of Influence: Transforming Marketing and PR in the Digital Age.” The Seven Traits of Successful Bartenders/Bloggers How to Leave Your Audience Members Wanting One More Shot Bartenders and bloggers are both extremely social, require a heavy dose of patience and must always put the customer first. Whether you work the computer screen or behind the bar, you’ll walk away with seven key traits for success. Find out about valuable tools to use when bartending or blogging. Richard Brewer-Hay is senior manager of social media and chief blogger for eBay Inc. As lead contributor to eBay Ink — the official source for company information, opinion and perspective — he chronicles conversations happening inside and outside of eBay. 3:30–3:45 p.m. Break 3:45–4:45 p.m. Breakout Sessions Manage Your Company’s Social IQ How to Engage in Conversations That Can Move the Company’s Share Price With millions of blogs and message boards worldwide, consumers are tracking companies’ and brands’ every move and reporting them to the world via social media like never before. Learn how to talk to the C-suite about the impact social media can have on organizational reputation and business outcomes. Martin Murtland is vice president and managing director of Dow Jones & Company. There, he’s responsible for products and services for public relations and corporate communications professionals, including media monitoring, media contact management, research and media analysis tools. >> PR at a Hot Startup Go Behind the Scenes at Buddy Media, Foursquare, Etsy and Zynga Find out what it’s like in the public relations trenches at Buddy Media, Foursquare, Etsy and Zynga. In this session, veteran public relations/ digital and social media strategist Peter Himler moderates a panel featuring the in-house public relations reps for four of today’s hottest startups. Peter Himler is principal and founder of Flatiron Communications LLC, a public relations/media consulting firm that helps organizations capitalize on the latest advances in traditional and digital communications. Joe Ciarallo is vice president of communications at Buddy Media. Adam Isserlis is director of corporate communications at Zynga. Adam Brown is public relations manager at Etsy. Erin Gleason is public relations manager at Foursquare. 5:15–7:30 p.m. Tweetup Tuesday, April 3 8–9 a.m. Exhibitor Breakfast & Registration 9–10 a.m. Keynote Get More From Google+ Best Practices for Engagement Learn about the foundational elements of Google+ and best practices for engagement. Take a look at Google+ pages, the platform elements that support them, and your identity across the Web. See examples of successful engagement strategies. Timothy Jordan is a developer advocate at Google. There, he works with publishers and media companies to help them get the most out of the Google+ platform. 10–10:15 a.m. Break/Coffee 10:15–11:15 a.m. Breakout Sessions Who’s Managing Your Social Media Initiatives? The Person, Not the Position, Determines the Success of Your Program Many social media initiatives fail — not because of technology or policy, but because of people. In
this program, you’ll learn how to find the right person to manage your organization’s social media initiative — not by judging formal titles, but by evaluating the individual. Steve Radick is lead associate with Booz Allen Hamilton. There, he helps lead the digital strategy and social media practice. Radick also serves on the advisory board for SmartBrief on Social Media. You May Already Have Won How to Run a Winning Online Contest Online contests can help you enhance brand awareness, increase your social media following and stand out in a crowded channel. In this program, you’ll learn best practices, and tools and technologies for successfully building, executing and promoting online contests. Sandra Fathi is president and founder of Affect, a public relations, marketing and social media firm. Ben Pickering is CEO of Strutta, an interactive promotions company that helps businesses manage online contests. 3D Bubble Mania Combine Traditional, Social and Mobile PR Outreach Go behind the scenes in creating a viral video for Sprint’s HTC EVO 3D phone, which allows for glasses-free 3D viewing. Find out how communicators created shareable content that influenced bloggers, traditional media, customers and employees. Kathleen Dunleavy is senior communications manager for Sprint. There, she manages communications outreach for 4G and network advancements, and serves as the primary local spokesperson for Sprint. 11:15–11:30 a.m. Break 11:30 a.m.–12:30 p.m. Breakout Sessions Stay on the Right Side of Copyright & Trademark Law Learn to Protect Yourself in the Digital Age Do you know when it’s safe to use a photo taken from the Internet for a blog post or advertisement? To use popular music behind a video? To embed a video into your website? If not, you can learn the basics of online copyright and trademark law in this session. Ashley Packard is a professor of communication and digital media studies at the University of Houston – Clear Lake. There, she chairs the communication program and teaches in the digital media studies graduate program. >> SNCR Presentation How Technology and Social Media Are Changing Health Care Mobilize Online Communities to Create Social Change & Modernize Medicine Social media is revolutionizing medicine. Technology is changing how we communicate with our health care providers, medical insurers and patient advocacy groups. Find out how. Heang Tan is project manager and editor for Health Justice CT, a project of the Society for New Communications Research (SNCR). Jean-Luc (“JL”) Neptune is senior vice president at Health 2.0. Alexandra Drane is founder, chief visionary officer and chair of the board, Eliza Corporation. Another Social Network? How to Avoid Social Media Fatigue From Plurk to Plaxo, from Unthink to WAYN, each time a new social network emerges, consumers get more exhausted and visit social sites less often. In this session, you’ll learn how to combat social media fatigue and even turn it to your competitive advantage. Evan Kraus is executive vice president and director of APCO Online®, APCO Worldwide, a group that helps clients use online channels to shape their reputations and influence issues. 12:30–1:30 p.m. Lunch 1:30–2:30 p.m. Luncheon Keynote Socialize the Organization Use Social Media to Strategically Connect Employees to Customers How can you tie every aspect of your social media communications to the strategic direction of your organization? In this session, you’ll learn how to scale social media to operate effectively on the real-time Web, and to support key employees to become your organization’s ambassadors. Richard Binhammer is director of social media and community at Dell. There, he was an early adopter of Twitter and Facebook, and continues to be active in Dell’s social media outreach. 2:30–3:30 p.m. Breakout Sessions PR & Wikipedia From Contention to Cooperation It’s the first place your audience members go when they need to look something up: Wikipedia is one of the world’s largest reference websites, attracting 400 million unique visitors monthly. In this session, you will get a 360-degree view of where public relations >> and Wikipedia intersect. Learn how the public relations industry and Wikipedia are now exploring a spirit of cooperation. Find out how to work with the Wikipedia community to serve the public interest of objectively accurate entries. Phil Gomes is senior vice president at Edelman Digital. Dave Coustan is vice president of content strategy and planning at Voce Communications. John Cass, SNCR fellow, is the marketing director of Newlogic Inc., and author of the PR Communications blog. SNCR Presentation Crashing the White House Leveraging the Digital World for Change in the “Real” World It might be the next frontier for interactive media: an intelligent return to the physical world. In this session, you will hear how a group inside the White House has launched a digitally powered program to engage with Latin-American citizens throughout the United States. A key component of the program is a multi-city event series where the White House will send officials to meet, engage and work with local leaders on a wide range of projects. Giovanni Rodriguez, SNCR founding fellow, is a senior member of the social-technology team at Deloitte Consulting LLP, where he is helping to design new services in the digital/social/mobile arena. Manage Multiple Content Streams Like Monster.com How to Plan, Execute and Measure a Complex Multichannel Social Media Program Go behind the scenes at Monster.com to see how it runs its social media program — from planning to execution to measurement, and back again. In this program, you’ll learn how to monitor and contribute to conversations, decide what NOT to measure and more. Kathy O’Reilly is senior director of social media relations at Monster Worldwide. She also spent 10 years at Lycos, where she directed public relations, social media and corporate communications. Doug Haslam is account services lead at Voce Communications/Porter Novelli. There, he works on social media programs for clients like Monster Worldwide and CVS Caremark. 3:30–3:45 p.m. Break 3:45–4:45 p.m. Keynote Internet of Things SNCR Award-Winning Presentation IBM was the recipient of the 2011 SNCR Award for Organization of the Year for its use of social media encouraging employee engagement and innovation, and for the “Smarter Planet” initiative, which utilizes the Internet of Things and the System of Systems to build a better, more sustainable and smarter world. Get insights on lessons learned from the creation of these initiatives. Speaker TBA
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