2017 SESSIONS

Stay tuned for 2018!

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Jason White

Director of SEO

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The Corporate Swamy and the Flow of Organizational Change

Many times, your ideas will live or die based on your ability to market them to those around you. I’ve found that marketing and selling ideas internally can have a huge impact in getting things done from instituting content strategies to getting social media shares and the masses excited. Having worked on both agency and brand side, I’ll share my successes, failures and hard earned tricks and tips to when use when instituting organizational change. Employee advocacy is a cornerstone of our strategy at Hertz which I’ll use as an example.

In this session you’ll learn:

  • How to sell employee advocacy internally
  • How to get “buy-in” from executives to expand marketing across business functions
  • How to identify and onboard employees most likely to embrace cross-functional marketing
  • The skills needed to harness the marketing potential of employees across the organization
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Mike Pace

Sr. Manager of Online Marketing

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Content: The King of Revenue

There is a lot of talk around content marketing, but most companies struggle with identifying its true impact on revenue. What if I told you that content was one of the largest revenue generating channels in our marketing plan?

Through analyzing the data in attribution models, it is possible to attribute real revenue to your content marketing efforts. Then, armed with this data, you can begin to build out content marketing strategies that drive incremental revenue and provide an overall lift to total conversions and ROI.

Mike will take you through the steps to identify where content has the greatest impact on the customer journey, how to leverage this information for creating the right content, and where sharing content works into the revenue attribution model. 

In this session you’ll learn:

  • Where content fits into the overall marketing funnel
  • How to attribute revenue, and drive incremental success with content marketing
  • How to find the specific topics and pieces of content you should be focusing on
  • Learn social amplification tactics that will impact the highest attributed ROI channels and optimize spend
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Tristan Bishop

Senior Director of Digital Customer Experience

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Targeted Employee Activation Methodology

What if your employees LOVED your company but didn't know how to express this appreciation to others? That was the situation for the company I joined a few years ago. With high customer satisfaction (94%) and strong employee engagement, one would expect to find a steady stream of advocacy across the social web. However, ambiguous policies and intricate product lines combined to make this genuine employee admiration a secret too well kept. 

Using an approach we called “Targeted Employee Activation Methodology” (T.E.A.M) we rolled out a program to make it easy for employees to share content that appeared to their individual, personal social connections. The T.E.A.M approach grew from 10 pilot participants to over 900 employees in under three years, a total of nearly 25% FTE. This engagement led to exponential impact in brand awareness and to a significant Lead Generation.

In this session you’ll learn:

  • How to make it easy for employee advocates to express their admiration on social channels
  • How to segment your program into content queues divided by technology area, geography, and business function
  • How to leverage employee advocacy to dominate field marketing mindshare
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Ryan Murphy

PR, Editorial Content and Social Media Manager

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Harnessing the ‘CEO Effect’ On Social Media to Become a PR Rockstar

Much has been discussed about how an amplified voice on social media influences content reach, lead generation, and revenue. Often overlooked is how this amplified voice can be used to generate additional media opportunities, influence journalists, and help establish a greater share of voice for your organization.

In this session you’ll learn:

  • What the ‘CEO Effect’ is and how it can be bottled up to amplify your organization's voice.
  • Actionable steps you can use today in order to target the right influencers on social media.
  • Why a CBS Evening News reporter recently said: “I love interviewing your company!”
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Sally-Anne Kaminski

Manager, Global Social Media Strategy

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Employee Advocacy in a Privacy-Driven World

As countries around the world tighten their spam and data privacy laws, it is becoming increasingly important for global companies to have a keen understanding of what marketing activities are compliant or non-compliant. I'll share my tales from the battlefield, if you will, on what it takes to gain approval and launch an employee advocacy program at an enterprise technology organization. 

In this session, you'll learn:

  • How to sell employee advocacy to business stakeholders outside of Marketing
  • The basics of Privacy Shield and GDPR (Global Data Regulation Protection)
  • How Zebra worked with GaggleAMP on designing a Privacy Shield-compliant employee advocacy program
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Chris Winston

Communications Manager

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When Your Employee Advocates Aren’t Employees

Driving participation and engagement in your advocacy programs is one thing when working with employees (who can be hired, fired, promoted and chastised). But it can be a completely different animal when you’re working with independent contractors in a sales organization dispersed across the country (none of which are actually employees).

In this session you’ll learn:

  • How to build excitement about engagement among non-employee advocates.
  • How to create engaging content for employees and non-employees
  • How to build an advocacy program that builds your brand – and that of your advocates.
  • How to recognize and reward your advocates to encourage continued participation
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Steven Dickens

Global Offering Manager

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Subject Matter Experts as Brand Advocates

Organizations increasingly look to build expert level content, to engage beyond marketing hype and ultimately leverage subject matter experts to become social media advocates. As social media evolves from an advertising push channel to a method for driving deep client engagement then organizations need to leverage their SME's on the front line of social. However, often times the best SME's are also the most adverse to social media.

As an SME for IBM in the area of Cloud Computing I plan to highlight my personal experience in building a following of over 4,000 Twitter followers and curating a blog with over 1k views per month as a blueprint for how to engage and develop an SME advocacy program.

In this session you will learn:

  • How to engage employees and build an army of brand ambassadors
  • Simple ways to build SME blog content and quickly
  • How to tap the smartest techies to become bloggers and ultimately advocates
  • Simple coaching stories to take the fear out of going social
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Julie Hayes

Sr. Brand Communications Manager

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Going Global with Employee Advocacy

If you have customers around the world, your advocacy frequency signal should reach them. Don’t let traditional roadblocks like resource and localization costs get in your way. If you’re running an EA program and ready to expand, find out how Autodesk scaled their program to reach advocates in 37 countries and 11 languages, and what lessons we learned along the way. 

In this session you’ll learn:

  • How to assess whether going global is right for you
  • How to identify resources to scale your program beyond North America
  • Culture and social channel considerations
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Jamie Laliberte Whalen

Sr. Manager of Content & Social Media 

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Empower Your Internal Advocates with a Social On the Go Card

Do your employees know where to easily find your corporate social media policy and general posting guidelines? All too often people want to share their company's content but fear gets in the way. That's why at Mimecast we've developed an easy to reference card to empower our sales, marketing and onboarding teams to really spread our brand’s presence.

Our key social strategy objectives assist in helping employees understand what to share and when to share. In my session, I'll share some easy wins and the people to get onboard when driving internal brand advocacy.

In this session you'll learn: 

  • What a "social on the go card" is and how you can develop one
  • How to empower your company to empower themselves to improve a brand
  • How to really be a true “caster” of your space. We are all “Mimecasters” at our company, I'll share how to build a company allegiance that is stronger than anything.
  • How to be more than just your title, making social fit in at every level and department of your company.
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Panel: Employee Advocacy in Regulated Industries

Join our panel of employee advocacy practitioners for a discussion around how they navigate running an employee advocacy program in regulated industries.

Moderator: 



Glenn Donovan - Enterprise Social Media Director

Panelists: 

Brian Baker - Corporate Communications Manager

Temeka Easter - Senior Director of Social Media

Kristen O'Neill - Social Media Marketing Manager

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Daniella Peting

Social Media Manager

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Nine Ways to Get More from Events with Social Media

Whether you are a B2B or a B2C organization, you can use social media before, during and after an event to generate leads and awareness for your organization. In this session, you will learn how to develop, execute, manage and measure an organic social media event strategy in nine steps.

In this session you’ll learn:

  • My 9 step process for a successful social media event strategy 
  • How to expand your social influence at events by harnessing the power of your employees
  • How to create more effective customer experiences at events with social media
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Douglas Spencer

President

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Finding Your Employees' Voice

As one of the most powerful tools at a brand’s disposal, social media and its associated content strategy need to align with the brand’s goals at each post. Employees have the greatest capacity to reinforce a brand’s core message and personality — but only if properly prepared.

In this session you’ll learn:

  • How to make the case for a unified brand voice
  • Identify the key elements of a unified voice and where to find them in your organization
  • Explore specific ways brand education will bring the power of the consistent voice to employees
  • Before and after examples of off-voice content turned into on-voice content
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Mario Martinez Jr.

CEO | Digital Selling Champion

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#DontDoNormal – Why Sales Thinks Your Employee Advocacy Program Sucks!

You’ve worked hard to plan, organize and launch your company’s employee advocacy program. You spend countless hours putting together just the right content, building the perfect tweets, using targeted hashtags for your employees to share. As the social media or marketing manager, you know the value of sharing content, how it can benefit the brand and how it can drive more MQL’s. 

BUT… You still can’t get your sales advocates to fully participate!

Mario Martinez Jr. will decode the language of the sales person to drive full sales participation.  Drawing on Mario’s experience managing sales revenues of $300 million for a technology company, he’ll reveal how to inspire sales’ participation. You will discover what makes sales want to engage with your employee advocacy program.

In this session you'll learn:

  • Why Sales doesn’t care about amplifying the Brand
  • Why Sales doesn’t care about the number of followers you have
  • Why Sales doesn’t care about search rankings
  • How to speak the language of the sales person to drive adoption of sales advocacy and engagement
  • Learn what makes sales want to engage with your employee advocacy program
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Ashley Mayhew

Communications & Media Lead 

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Employee Engagement - Creating Employee Advocacy and Mining Great Internal Content  

We all know our greatest brand ambassadors are our employees but how do you engage them so that they are willing to spread the word?

Great communications means a great employee experience and a great experience means engaged employees! Let’s chat about how you can utilize internal communications to drive your employee value proposition, build culture and transform employees into brand ambassadors.

In this session you'll learn:

  • An Employee Engagement consulting framework and how communications fits into the 'bigger picture' to align with organization strategy
  • Understanding the critical need for cross-functional partnerships across your organization (HR, Marketing, Public Affairs & Business Leaders)
  • Tactics on how to mine and create employee stories through internal engagement campaigns and leverage the outcome to inspire authentic brand building content
  • How to empower employees to be brand ambassadors