Ragan Communications presents:

Social Media for PR and

5th Annual

Corporate Communications

February 14-16, 2012 MGM Grand Hotel Las Vegas, NV

conference

Engaging customers, employees and the media in a digital world

Program

Presented by:

#raganSocMed

Table of Contents
Conference Speakers ....................................................................2 Pre-conference Workshops............................................................4 Opening Keynote ..........................................................................8 Conference Day One......................................................................8 Special Keynote .......................................................................... 13 Conference Day Two .................................................................... 14 Closing Keynote .......................................................................... 17 Speaker Bios .............................................................................. 18 Conference Maps ........................................................................ 23 Ragan Conference Planner .......................................................... 25 Sponsor Ad .................................................................................26

Social Media for PR and

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Speaker List
Speaker
Paula Berg Chris Brogan Christopher Burgess Brian Clark Pete Codella Katie Delahaye Paine Debbie DeLosa Frank Eliason Em Hall Kirsten Hamstra Dr. Rebecca L. Harris Shel Holtz Samantha Hosenkamp Graham Kahr Laurel Moffat
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Company
Linhart PR Human Business Works Atigeo LLC Copyblogger Media Codella Marketing KDPaine & Partners LLC IBM CIO Citibank Zipcar SAS General Motors Holtz Communication + Technology Ragan Communications Zappos Southwest Airlines

Twitter
@paulaberg @chrisbrogan @burgessct @copyblogger @codella @kdpaine @debbiedelosa @frankeliason @emilyhaha @kirsten @rebeccaharrisdr @shelholtz @SamHosenkamp @grahamkahr @laurelswa

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Speaker
Drew Keller Sarah Lumbard Paul McElroy Janel Mootrey Marcus Nelson Jill Okawa Fletcher Elliott Pesut Conz Preti Ronnie Ramos Mike Rowland Brian Solis David B. Thomas Paolo Tosolini Gayle Weiswasser

Company
Freelance Video Consultant NPR Alaska Airlines Zappos salesforce.com Virgin America Alaska Airlines Univision NCAA Impact Interactions Altimeter Group Radian6 Enterprise Social Video Consultant Discovery Communications

Twitter
@drewkeller @nprnews @AlaskaAir @zappos @marcusnelson @JillOinSF @AlaskaAir @conz @ronnieramos @impactinteract @briansolis @davidbthomas @tosolini @gweiswasser

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Pre-Conference Workshops Tuesday, February 14

9 a.m.5 p.m.

Workshop 1 Room 112

How to produce compelling videos to engage employees and get the media buzzing: A hands-on video boot camp
The ability to form and inform internal online communities will rely on web video. Browsers, set-top and mobile devices, on demand and point of sale; we are all making the jump to video storytelling. To succeed you need to create the right video for your audience. If you have a camera, microphone and editing software, and youre shooting videos, thats a great start. But do you have what you need to succeed? With the right training you can seize this once-in-a-lifetime opportunity! This all-day workshop walks you through the entire production cycle. You will get first-hand experience with cameras, lights, and microphones. You will explore several production models to see what works best for you. And you will learn best practices and theory in production, distribution and audience engagement. Youll learn: The 7 elements of storytelling Script basics and when to skip the script What equipment you need to get started and how much itll cost Cameras, files & formats: What path makes the most sense for you? The production practices survival guide: Camera height, framing, & environment Sequencing and mastering ways to avoid the talking head video How to shoot an interview (its not as straightforward as you think) How to set up 3-point (or interview) lighting The best way to shoot when you cant use external lighting Why sound is so important and how you can make yours better Editing basics and the importance of b-roll Social media distribution and syndication in a changing media landscape Adding mobile video to your marketing mix *Attendees can enjoy lunch on their own from noon1:30 p.m.
Drew Keller is an award-winning television producer, editor, web developer and educator. Paolo Tosolini is an enterprise social video consultant helping organizations embrace social media, online video and mobility as parts of their internal communications and knowledge-sharing strategy.

9 a.m.noon

Workshop 2 Room 106

Social media tools for PR professionals that will save you time and money
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Have you defined your organizations social media strategy but still arent certain which tools could best meet your goals? Are you looking for help sorting through social media to find useful PR tools? If so, this pre-conference workshop is for you. Pete Codella will walk you through the most effective social media tools ones that will allow you to harness social medias power as part of your PR strategy. These free and subscription-based tools will help you listen, communicate, engage and measure your social media outreach. When used effectively, social media can improve your communication outreach and online search placement. In this workshop, youll learn how to: Rank your online positioning for keyword searches Identify the appropriate keywords to guide your online efforts Monitor, organize and respond to whats being said online Create content to inform, persuade and engage specifically for the Web. Automate Twitter publishing and networking Manage online communication and marketing activities Set-up an RSS reader to stay current on whats being said about you, industry news and trends Create a digital editorial calendar to guide your online efforts Optimize your Facebook page Make the most out of presentation sharing sites like SlideShare and Prezi Develop a video or audio podcast that gets your messages to a wider audience Understand how your websites stack up as to traffic and search engine optimization Generate and read Google Analytics reports Build and manage a robust online newsroom Update all your social media sites from one location Develop a content curation strategy and understand how to employ it Engage on LinkedIn so as to maximize exposure to all your online properties Set a benchmark for online awareness so you can measure change
Pete Codella is accredited in public relations. He operates Codella Marketing and NewsCactus, an online-newsroom software provider, and co-hosts the Online PR Podcast.

9 a.m.noon

Workshop 3 Room 107

Social media demystified: How to build it, grow it and measure its success
Social media is a powerful tool for any company. The best and brightest companies have used it to measure brand sentiment, monitor conversations, create communities and engage with customers and clients.
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Pre-Conference Workshops Tuesday, February 14

To make sure you dont get left behind, attend this 3-hour workshop that will explore best practices in building an online community, creating value through management and measurement and learning to listen to your community to bolster your business. Social Media Director for Ragan Communications Sam Hosenkamp will walk you through how to build an online community. Youll learn: How to create a social media game plan How to build communities on Facebook, LinkedIn, Twitter and Google + How, and why, to use different voices appropriate to each individual platform How to attract new audiences with polls, questions and other interactive content What a day in the life of a social media pro looks like Mike Rowland, President of Impact Interactions, will explore how to create engaged, loyal online communities that produce economic value for your organization. Youll learn: Why incentives arent necessary to engage members Why community managers must pay attention to the silent majority How to sell the benefits of your community internally The methodology for measuring your community and its value Best practices to keep your community moving forward David B. Thomas, Director of Community and Social Strategy for Radian6, a salesforce.com company, will guide you through listening to your community to learn whats being said about your brand, industry and competitors. Youll learn: How to listen to your community to learn what they want from your brand How to find, and effectively monitor, conversations that are being had about your company How to measure and engage in conversations across the web How to analyze social media measurement How to report on data How the Radian6 team engages and the best practices weve identified. When the workshop is over youll leave with confidence and the ability to build a thriving social media community, manage it effectivelyand measure and report on results.
Samantha Hosenkamp (@SamHosenkamp) is Ragan Communications Social Media Director. Mike Rowland is the President and Founder of Impact Interactions, a leading provider of consulting, management, and measurement services in the social media and online community industry. David B. Thomas is Director of Community and Social Strategy for Radian6, a salesforce.com company.

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1:304:30 p.m.

Workshop 4 Room 106

Social media measurement master class

This is a hands-on workshop to develop metrics for your social media. It will start with the principles of measurement and good research practices, including: Defining measurable objectives, selecting benchmarks, and interpreting results. We will also look at tools, including how to select the right tool for your organization no matter how large or small. You will learn how to: Move beyond activity measures and AVEs to true customer expression and engagement Measure influence and relationships Match your measurement tool to your budget Determine the necessary ingredients to measure outcomes Select the right metrics for owned, earned and paid media Tie your efforts to the bottom line. Measure the latest shiny new objects, from Groupon to Google +
Katie Delahaye Paine is a world traveler, author, consultant and PR measurement guru. She is the founder and CEO of KDPaine & Partners LLC.

1:304:30 p.m.

Workshop 5 Room 107

Content strategies: The importance of curating your own content in the age of dwindling newsrooms
The size of newsrooms in the US has declined 30 percent in the last decade. Newspaper resources once available to cover your organization no longer exist. To fill that gap your organization must become a publisher of content. Not marketing collateral, press releases and advertising, but content that inspires, entertains, educates, motivates and informs. Content strategist is one of the fastest growing jobs in the business world. More companies recognize the importance of self-publishing every day. In this session, youll learn: Content strategies from companies like Best Buy, Intel and Cisco The categories of content that companies should consider producing How to ensure the right audiences find your content The role of brand journalism in your content strategy Why content curation should be the cornerstone of content strategy
Shel Holtz is principal of Holtz Communication + Technology, which advises organizations on communicating online.

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Conference Day One Wednesday, February 15

910 a.m.

Opening Keynote with Brian Solis Room 116

The end of Social Media 1.0: How to prepare for the future
Social media is going through a rapid maturity cycle where the words social and media do not necessarily evolve together. As a disruptor of everyday business, social media forces us to rethink everything. It is just like starting over. We are relearning and questioning everything. From creative to messaging to execution to measurement, we now must look at applying more sophisticated and meaningful programs that combine social media channels into a powerful form of engagement and leadership. In this opening keynote, Brian Solis will walk you through: Why social and media do not necessarily make media social How businesses are more anti-social than social in their social media efforts How to reassess the social media opportunity to measure the gap between executive expectations and customer needs How to design programs that deliver vale to the c-suite and the market The need to separate social media marketing from strategic social media marketing
Brian Solis is principal at Altimeter Group, a research-based advisory firm. Brian is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Brian has studied and influenced the effects of emerging media on business, marketing, publishing, and culture. His current book, Engage, is regarded as the industry reference guide for businesses to build and measure success in the social web.

10:1511:15 a.m.

Track 1 Room 111

How to make the case for social media

According to one study, 79% of global companies feel certain they will undergo a digital or social PR crisis next year. Another study asserts only 30% monitor online conversations about their brands. This is a serious disconnect. Companies must engage in social media to react in real-time to issues and crises that can cost them their reputation, sales, litigation, lower stock price and even data loss. The typical business reported nine social media incidents last year. But fear isnt the only reason businesses must accept social media. In this session, youll learn: How strong social media improves customer relations, recruiting and media relations The effect of social media on search engine optimization Why companies must think like publishers to drive discovery, awareness and conversation How employees social graphs can benefit the organization
Shel Holtz, principal of Holtz Communication + Technology, advises organizations on communicating online. He is the author of six communications-related books. Shel is co-host of the popular PR-focused podcast, For Immediate Release. He blogs at blog.holtz.com.

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Track 2 Room 116

NUTS about social media: Lessons on how to best use Twiter and Facebook from Southwest Airlines
With more than two million Twitter followers and Facebook fans and an award-winning Company blog, Southwest Airlines is leading the social media charge. How do they do it? And what keeps their Customers engaged? Discover why Southwest Airlines Executives embrace social media and how businesses of all sizes with any amount of resources can follow suit. Youll learn: The importance of being nimble with your channels and your team as the online world evolves Leverage Customer Service department to increase responsiveness and transparency online Engage with your fans on a more personal level Develop a fun and engaging content strategy Social Media Law doesnt exist ... yetlearn how to manage online risks
Laurel Moffat is a Communications Specialist for Southwest Airlines.

Track 3 Room 114

How to thrive in the new era of Social Customer Service

Social media revolutionizes the way companies do business, from product development and marketing to sales and customer support. One click, and unfiltered customer feedbackgood and badreaches thousands of friends and followers. Your customers embrace social media. Is your front line engaged and listening? During this session, you will learn how to: Train employees to interact with customers on social media Determine the important policies and procedures to consider Use employee accounts to humanize the brand, avoid privacy pitfalls, and more Connect the dots between your companys message and the message your customer already hears
Frank Eliason, Citibanks Senior Vice President of Social Media, has been described as the most famous customer service manager in the U.S., possibly the world.

11:30 a.m.12:30 p.m.

Track 1 Room 111

Boost social media success by integrating resources across departments

Harnessing the power of todays communications darling requires a coordinated plan using resources all departments. Alaska Airlines Paul McElroy, managing director of strategic and corporate communications, and Elliott Pesut, social and campaign marketing manager, take you behind the scenes in two case studiesan operational emergency and a marketing opportunityto show how social media demands that you integrate other resources if you want a better communications outcome. In this insightful and practical session, youll learn:
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How to create a system for collaborating and measuring results How crew resource management makes your communications successful How to avoid letting medium hype drive your message Why speed matters ... and when to take it slow
Paul McElroy has worked with internal and external communications at Alaska Airlines for the past six years and is managing director of strategic and corporate communications. A pilot by trade, marketer by happenstance, Elliott Pesut has been involved with social media at Alaska Airlines for the past three years.

Track 2 Room 116

How to build a big social media team on a small budget

Diving into the social media world, especially for a large organization like the NCAA, comprising more than 1,100 independent members, can be daunting. The NCAAs digital communications group wasnt even formed until 2009with two people. Given the myriad of high-profile issues, public interest and the 89 national championships the NCAA hosts each year, starting a social media strategy and team was vital. But where do you start? In a year of unprecedented change and nonstop public scrutiny, the NCAA jumped into social media. You will find out how the NCAA went from zero to more than 1 million engaged fans in a year; share the tactics that workedand those that didnt. During this session, youll learn how to: Convince traditional PR executives to love social media Engage fans in unique ways Assess the local and national media landscape and find niches your company can leverage Change the corporate culture from passive and reactive to aggressive and pro-active Turn employees not on the social media team into important resources
Ronnie Ramos is the Managing Director of Digital Communications for the NCAA. He oversees content for the associations websites, NCAA. org and NCAA.com, and directs the development and implementation of social media strategies, mobile applications and digital initiatives.

Track 3 Room 114

The morning after: Purging your social media demons to improve your companys social media presence
Weve all been therego to a great party, have one too many, then deal with the consequences the morning after. In the flurry of social adoption, most brands have all imbibed a bit too much and are now coping with scores of social media presences, many outdated or under-managed, that ultimately leave customers with a bad aftertaste and a poor community experience. This session provides practical advice for how to clean up your companys social media messand how to better prepare for the next party. You will learn how to: Take inventory of your companys social accounts and bring your existing presences up to snuff with fresh branding and
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proper management and content curation Put policies into place around social media account creation and a checklist of requirements each channel owner must meet before creating any new company presences Rally the troops and gather your companys social media practitioners so you can work together to coordinate all social media activity across various networks and build upon your existing channels instead of creating new ones
Kirsten Hamstra is the Corporate Social Media Manager for SAS, a leader in business analytics software.

12:30-1:45 p.m.

Networking Lunch
1:452:45 p.m.

Track 1 Room 111

How mobile video can make you a communication hero

Smartphones and tablets are the new best friends of corporate communicators. They are portable, connected and multitalented. You can push their powerful versatility in new and creative ways that will far exceed their traditional uses. Through practical demonstrations, Drew Keller and Paolo Tosolini will show you how to exploit the multimedia capabilities of mobile devices. At the end of this session youll be able to transform your stories through mobile video. In this session youll learn how to: Create powerful photo montages out of your pictures Master best practices to shoot and edit interviews with your mobile phone Use tags and videos to promote your products and services Live-stream an event from your phone Surprise your team using Augmented Reality
Drew Keller is an award-winning television producer, editor, web developer and educator. Paolo Tosolini is an enterprise social video consultant helping organizations embrace social media, online video and mobility as parts of their internal communications and knowledge-sharing strategy.

Track 2 Room 116

Measuring what mattersnew rules for 21st communications measurement

Ever since social media emerged in communications and marketing, organizations have been trying to figure out where social media fits. Some of the questions: Do you measure social and traditional media the same way? Do you integrate them? How do I measure engagement? Is there a standard measure for influence? How do I show ROI? Whats the best dashboard? Sometimes you need marketing mix modeling to get the answers; sometimes its as easy as Google Analytics. Mostly its about aligning your goals with what makes the customer act.
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This session will provide the latest answers to these burning questions as well as give some tantalizing previews of what the future holds. You will learn: To decide what matters in social media (and how to measure it) How social media fits in the big picture of PR measurement How to integrate traditional and social media measurement Six basic steps to perfect social media measurement The Barcelona Principles, The Lisbon Priorities and what they mean for social media Whither PR measurement in the rapidly evolving social media measurement standards? The end of impressions, the rise of engagementwhat it means to you What the best-in-class brands do to measure what matters To design social media measurement that measures your goals and fits your budget
Katie Delahaye Paine is the founder and CEO of KDPaine & Partners LLC and author of the recent Measure What Matters, Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships as well as the popular text book, Measuring Public Relationships

Track 3 Room 114

Advanced content marketing strategies

Online content that builds the bottom line must do more than just take up space on a web page. But creating compelling, effective content doesnt have to be complicated. Copyblogger Media CEO Brian Clark walks you through the content strategies hes used to launch several companies and lines of business, including the multimillion-dollar software and training company he runs now. In this unconventional and enlightening presentation, youll learn: Why you need to think like a media company How to get people to happily market for you How to use social networks for content promotion The Three Act structure for persuasive content marketing The 5A strategy for content that grows the bottom line
Brian Clark is founder of Copyblogger, CEO of Copyblogger Media, a serial entrepreneur, and a recovering attorney.

33:45 p.m.

Track 1 Room 111

Brainstorming session led by Shel Holtz

There will be no speakers during this session, just an opportunity to learn from each other. Shel Holtz will moderate an ideagenerating and problem-solving session. Get ready because this session will send you home with a legal pad full of ideas!
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Track 2 Room 116

Brainstorming session led by Mark Ragan

There will be no speakers during this session, just an opportunity to learn from each other. Mark Ragan will moderate an idea-generating and problem-solving session. Get ready: This session will send you home with a legal pad full of ideas!

Track 3 Room 114

Ask the experts: Advanced social media strategies

Grab your notepad, and get ready to take away invaluable insights from our star-studded panel. Ask any burning social media questionand youll get the answer from our panel.
Mike Rowland (panel moderator) is the President and Founder of Impact Interactions, a leading provider of consulting, management, and measurement services in the social media and online community industry. Mark Carpenter is the Director of the Web Strategy and Operations group at the American Chemical Society. Jill Okawa Fletcher leads Virgin Americas social media strategy. She has helped create campaigns utilizing geo-location and collective buying platforms. Em Hall is an award-winning marketer with a background in digital strategy, online communications, and social media. Sarah Lumbard, Senior Director of Product Strategy and Development, leads and manages all of NPRs digital initiatives on existing and emerging platforms. Conz Preti is the Social Media Manager for Univision in English.

4-5 p.m.

Special Keynote Room 116

How Zappos Family uses PR and social media channels to Deliver Happiness
Zappos.com uses public relations and social channels to speak to both customers and non-customers alike, along with the media, in a voice that encompasses the values that the company has built. Innovative approaches to YouTube videos, Facebook strategy, Twitter and a transparent communication strategy to address business issues and crisis communications differentiate the company. Zappos was built on customer service excellence and strives to deliver unparalleled service every day, from the call center to the marketing teams. And, a little bit of unexpected happiness and zaniness is always added in the mix! During this keynote, youll hear all about Zappos approachwith some great tips you can apply to your job.
Graham Kahr is the Social Commerce Product Manager for the Zappos Family. His primary focus is to create ways for customers and the company to interact on social channels over fashion, culture and community. He is a Northern Arizona University graduate and he worked as an editor/art director for several fashion publications on the West Coast before joining the Zappos Family in 2008. Indie rock, dive bars and old school Vegas hangout are some of his favorite things. As the Zappos.com Public Relations Specialist, Janel Mootrey focuses on public relations and marketing communications efforts for the company. She manages the external agency in day-to-day activities and is responsible for media relations execution/strategy.

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Conference Day Two Thursday, February 16

910 a.m.

Track 1 Room 111

How to create a corporate blog that engages and informs employees and the media
It is extremely challenging to create a company blog that interests and entertains, while it also informs and delivers a corporate message. Who will blog? Who has the time? How much will it cost to run? But building and maintaining a stellar corporate blog can be done. Marcus Nelson, director of social media at salesforce.com, will reveal the secrets of writing different and engaging content for your company blog. In this session, youll learn how to: Master the donts and dos of corporate blogging Create a team of enthusiastic bloggers Make your corporate blog more social Generate fun and creative content Master pro tips: Post length, keywords, media, etc. Keep it interesting: Do NOT over-market your company
Marcus Nelson is a recovering entrepreneur, adviser to startups, and Director of Social Media for salesforce.com.

Track 2 Room 116

Discovery Communications: How to build a dynamic community of fans using real-time engagement
Discovery Communications has built a large social media following (40 million Facebook fans across networks at July, 2011) through organic growth and real-time engagement with its fans. Live chats with talent, behind-the scenes footage, relevant vertical content, or shining the spotlight on fans: Many strategies have helped them build a large social footprint without using like-gating or other short-term initiatives that may build a fan base without creating a relationship. Gayle Weiswasser will explain how Discovery gets real-time engagement to build these audiences and meets its social media goals of building relationships and increasing tune-in and traffic. You will learn: Tactics that businesses can use to create compelling posts and appealing content How to build a social media team that plays nicely with all interested parties What to do with all those fans once you have them How to get the most out of your content How to spotlight your fans without losing (total) control of your brand
Gayle Weiswasser is the Vice President of Social Media Communications at Discovery Communications, where she oversees social media strategy for Discovery and its networks and corporate initiatives.

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Track 3 Room 114

Arm your employees with social media guidelines: Protect your company, clients and customers
Social media confuses personal and professional engagement. Employees tweet on business accounts about their personal life and post professional news on their personal Facebook pages. Without social media guidelines, your employees can damage your brand, client base and intellectual property. Christopher Burgess will draw upon real-life corporate examples to show you how to draw a line between personal and professional social media engagement. This session will show you how to: Establish social media guidelines for all employeesnot just marketing Determine what information is safe for unsupported employee mobile devices Establish authorized users to answer questions on social media Protect against a breach of confidentiality committed during check-ins on location-based services Train your employees: The seven points on the Social Media Policy Compass Avoid divulging confidential information after an employee leaves the company
Christopher Burgess (@burgessct) is the Chief Security Officer and President Global Public Sector for Atigeo LLC, a Compassionate Technology company.

10:1511:15 a.m.

Track 1 Room 111

How to build a social intranet that connects employees, makes knowledge accessible and creates global communities
IBM is transforming its intranet from the traditional format used primarily for information dissemination to a social intranet that becomes an employees personal workplace. Employees go to the social intranet to connect with experts, perform work, and receive content tailored to their needs. This powerfully versatile intranet helps IBM realize the Workplace of the Future, in which work is done by open, interconnected, and global communities. Knowledge is collective and accessible, and employee contributions take far less time and create the highest value for IBM, its clients, and the world much quicker. This session will provide specific examples of how IBMs intranet and collaboration strategy provide business value and enabling collaboration adoption. You will learn how to: Identify experts: Find people, answer questions, and build relationships in your organization Connect and work: Create ways to work more efficiently and effectively Find and reuse content: Use content relevant to your task already written by persons, teams, communities, and organizations worldwide Start and join communities: Share and develop content of mutual interest and value to two or more persons or groups in your company
Debbie DeLosa is the Social Business Lead, Workplace and Collaboration Solutions, IBM CIO.

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Track 2 Room 116

Deepening connections and changing perceptions: Lessons learned from GMs return to social leadership
General Motors is a rich part of Americas history, andlike many businessesis emerging from the turmoil of the national economic meltdown stronger than before. They came to understand the need to reconnect with those who stood by the company and brands, and reach out to new customers. Rebecca Harris from GM will share two case studies on: 1. How in-depth conversation data enabled the company to find out exactly what customers want. Robust listening, monitoring and segmentation tools empowered GM to engage with customers in a conversation that homes in on their needsand these tools reach them in new and better ways. 2. How a key choice in event sponsorshipthe annual SXSW Interactive Festival in Austin, Texaspropelled GM to be seen as leaders in the social media space. An innovative communication and marketing activation program was designed around SXSW and has been lauded as one of the best conference activations that the SXSW organizers have seen. During this session, you will learn how: Data drives your social media and engagement strategy Measuring results helps you change perception with consumer sub-segments You can engage with influencers and customers in meaningful ways
Rebecca L. Harris, PhD, is the Social Media Strategist in Corporate Communications for General Motors.

Track 3 Room 114

Social media policies: Balancing risk and reward

54% of U.S. companies have banned workers from using social networking sites like Twitter, Facebook and LinkedIn on the job. However, the 100 Best Companies to Work For embrace social media, going so far as to allow their employees to write company content. So how is it that even highly regulated organizations like Mayo Clinic, Deloitte and USAA are able to reap the benefits of social media while many of their peers still fret over IT challenges, security, fear of productivity loss, and inappropriate behavior? The fact of the matter is that those issues can be managed with the appropriate policies. In this session, you will learn: How organizations successfully incorporate social media in the workplace How to convince IT, legal and HR executives that social media can work To create a solid social media policy (what to include, what to leave out) To educate your employees and ensure accountability
Paula Berg is the Digital Media Leader at Linhart PR, a national public relations and corporate communications counseling firm based in Denver, CO, where she specializes in social media strategy, integration, infrastructure, and crisis management.

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11:30 a.m.12:30 p.m.

Closing Keynote with Chris Brogan Room 116

The frontier is now: How to use social media to build business

Social media has created enormous opportunities for communicating with your clients, customers and stakeholders. Netflix, Amazon, Zappos and Groupon proved this. But the key to success is not pushing information at your audience but instead developing real-time conversations and content that will provide them added value. Its all about building relationships that in turn will build business and create sales for your company. During this keynote address, Chris Brogan will leave theory behind and deliver actionable tips you can use as soon as you return to the office. You will learn how to: Build your business through strong connections and reputable referrals Engage your followers through constant content creation Listen to your networkit will help guide your content and keep you relevant Craft a communications plan built for rapid response and instant engagement Pay it forward by promoting others 12 times more than yourself Master the four most important elements of social media Protect confidential business communication from leaking outside of the organization Build your business using paid AND free tools
Chris Brogan consults and speaks professionally with Fortune 100 and 500 companies like PepsiCo, General Motors, Microsoft, and more, on the future of business communications, and social software technologies. He is a New York Times bestselling co-author of Trust Agents, and a featured monthly columnist at Entrepreneur Magazine. Chriss blog, [chrisbrogan.com], is in the Top 5 of the Advertising Age Power150.

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Speaker Bios
Paula Berg is the Digital Media Leader at Linhart PR, a national public relations and corporate communications counseling firm based in Denver, CO, where she specializes in social media strategy, integration, infrastructure, and crisis management. Paula earned her social media stripes at Southwest Airlines, where she served as the companys first Manager of Emerging Media, responsible for the development of the airlines now acclaimed online communication and social media strategy. She also led the airlines six-person emerging media team, with the goal of integrating social media into every internal and external communication efforts to support company objectives and meet customer expectations. Chris Brogan consults and speaks professionally with Fortune 100 and 500 companies like PepsiCo, General Motors, Microsoft, and more, on the future of business communications, and social software technologies. He is a New York Times bestselling co-author of Trust Agents, and a featured monthly columnist at Entrepreneur Magazine. Chriss blog, [chrisbrogan.com], is in the Top 5 of the Advertising Age Power150. Christopher Burgess (@burgessct) is the Chief Security Officer and President Global Public Sector for Atigeo LLC, a Compassionate Technology company. Prior to joining Atigeo, he served as the senior security advisor to the chief security officer of Cisco, preceded by a career spanning more than 30 years as a senior national security executive. Having lived and worked in South Asia, Southeast Asia, the Middle East, Central Europe and Latin America he acquired an understanding of people, cultures, and issues affecting those societies. 18 Mark Carpenter is the Director of the Web Strategy and Operations group at the American Chemical Society. Mark provides leadership and strategic direction for the societys online products and initiatives. As Director, Mark is responsible for developing and executing business, marketing and content strategies to successfully position ACS online properties for society audiences. Previous to his role at ACS, Mark was the General Manager of the American Institute of Architects knowledge based community initiative called Soloso. In this role, Mark provided leadership and strategic direction for the institutes online knowledge based, social networking product. Brian Clark is founder of Copyblogger, CEO of Copyblogger Media, a serial entrepreneur, and a recovering attorney. Brian built three successful offline businesses using online marketing techniques before moving to a completely online business model. The result of that moveCopyblogger Mediais an innovative company that provides the advice and solutions that empower people to successfully grow their businesses through social media and online marketing. Pete Codella is accredited in public relations. He operates Codella Marketing and NewsCactus, an online-newsroom software provider, and co-hosts the Online PR Podcast. Pete is the co-author of Integrated Marketing in the Digital World and creator of two social-media-focused online courses for the University of California, Irvine Extension. Hes also an instructor at the University of Utah Professional Development division.

February 14-16, 2012 MGM Grand Hotel Las Vegas, NV

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Katie Delahaye Paine is a world traveler, author, consultant and PR measurement guru that has been publishing, presenting and educating us about PR and social metrics long before social media, social web, social this and social that became fashionable amongst communicators, marketers and mainstream media. She is the founder and CEO of KDPaine & Partners LLC and author of the recently released Measure What Matters, Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships as well as the popular text book, Measuring Public Relationships. Debbie DeLosa is the Social Business Lead, Workplace and Collaboration Solutions, IBM CIO. Debbie has worked on several aspects of social computing at IBM. Currently she leads a cross functional team that identifies opportunities and makes recommendations to ensure that IBM takes full advantage of social conversations to drive business benefit, while simultaneously managing the potential risks associated with employee use of social media. Frank Eliason, Citibanks Senior Vice President of Social Media, has been described as the most famous customer service manager in the U.S., possibly the world. By expanding the reach of customer service via social media, and taking the simple approach of asking Can we help? he repositioned the relationship between Comcast and its customers. His efforts at Comcast inspired a global wave of innovation in the way businesses communicate and engage with their customersusing new communication channels to improve customer experience.

Em Hall is an award-winning marketer with a background in digital strategy, online communications, and social media. As the Retail Marketing Manager at Goodwill of Greater Washington, Em blogged as the DC Goodwill Fashionista and was the driving force behind the groundbreaking Fashion of Goodwill campaign, garnering press from The New York Times, NPR, CNN, and The Washington Post, among others. Kirsten Hamstra is the Corporate Social Media Manager for SAS, a leader in business analytics software. She oversees SAS corporate social media program to engage employees, users and customers around the globe. Prior to SAS, Kirsten was with the digital and corporate reputation management teams at Edelman Public Relations in Chicago. Kirsten has a B.A. in English from Emory University and a M.A.M.C. in Public Relations from the University of Florida. She has worked for several other media companies including CNN, Atlanta Magazine, Atlanta Press Club and John Wiley & Sons Publishing. Dr. Rebecca L. Harris leads the Social media team at General Motors Corporate Communications. Her team is responsible for the GM Corporate Facebook and Twitter engagement, video strategy, brand social media strategy and blogger outreach. Rebecca recently led the Communications Research and Measurement Strategy team. The primary purpose of her team was turning data into information. As such, they provided strategic counsel to internal stakeholders, executed both internal and external surveys with various stakeholders, analyzed media and integrated with the larger GM Research team. 19

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Shel Holtz is principal of Holtz Communication + Technology, which advises organizations on communicating online. He is the author of six communications-related books. Shel is co-host of the popular PR-focused podcast, For Immediate Release. He blogs at blog.holtz.com. Samantha Hosenkamp (@SamHosenkamp) is Ragan Communications Social Media Director. In this role, she creates, manages and engages with multiple online communities for the company and works closely with the marketing, conference and customer service divisions to create a social media strategy to bolster Ragans brand. Her role in the companys communications plan often extends to PR efforts as well. She contributes regularly to PR Daily, Ragan.com and Health Care Communication News, writing on topics ranging from social media to health and fitness. Graham Kahr is the Social Commerce Product Manager for the Zappos Family. His primary focus is to create ways for customers and the company to interact on social channels over fashion, culture and community. He is a Northern Arizona University graduate and he worked as an editor/art director for several fashion publications on the West Coast before joining the Zappos Family in 2008. Indie rock, dive bars and old school Vegas hangout are some of his favorite things. Drew Keller is an award-winning television producer, editor, web developer and educator. His production experience ranges from international documentaries to prime time specials; from community events to national advertising; from 20

multimedia and childrens programming to home movies of his kids. Drew recently developed an internal media portal for Microsoft, is the developer and host of StoryGuide, a video storytelling blog, writes and produces on the PBS series, BizKids, and is on the faculty at the University of Washingtons Masters of Communication in Digital Media program. His research and lectures include Web-based storytelling, production best practices, video syndication models and the effects of web video on social networks. Sarah Lumbard, Senior Director of Product Strategy and Development, leads and manages all of NPRs digital initiatives on existing and emerging platforms to ensure that the public can find and enjoy NPR and station content wherever they choose, now and in the future, regardless of platform. Paul McElroy has been involved with internal and external communications at Alaska Airlines for the past six years and is currently managing director of strategic and corporate communications. A veteran newspaper reporter and editor, he worked at the Seattle Post-Intelligencer and Chicago Sun-Times, among other publications. As a Communication Specialist, Laurel Moffat works with internal and external communication for Southwest Airlines including blogs, social media, LUVLines (company magazine), Green/CSR initiatives, spokesperson duties, and a weekly employee newscast.

February 14-16, 2012 MGM Grand Hotel Las Vegas, NV

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As the Zappos.com Public Relations Specialist, Janel Mootrey focuses on public relations and marketing communications efforts for the company. She manages the external agency in day-to-day activities and is responsible for media relations execution/strategy. Marcus Nelson is a recovering entrepreneur, adviser to startups, and Director of Social Media for salesforce.com. His many hats at the company include social media strategy, blog content, and corporate training & enablement. In his spare time, Marcus rummages through Radian6 topic profiles, massages messages for engagement, and occasionally looks at bit.ly for link love conversion. Jill Okawa Fletcher has nine years of experience in growing online communities and leveraging new media to build consumer brand engagement. She currently leads Virgin Americas social media strategy where she has helped create and launch campaigns utilizing geo-location and collective buying platforms. Elliott Pesut A pilot by trade, marketer by happenstance, Elliott has been involved with social media at Alaska Airlines for the past three years. Elliott discovered a healthy appreciation for social media while in college, recognizing the power of this emergent field. He is a strong believer that technology is enabling a new era of transparency and accountability for brands and customers

Conz Preti is the Social Media Manager for Univision in English. In 2010 Conz moved to New York city to fulfill one of her many dreams: study journalism at the Columbia graduate school. Not only did she learn how to be a one-man-journalist-band, she also rediscovered the importance of the audience. There is an overflow of information and the importance not only lies in creating relevant content but also making sure the right people get to it. Since then she has been working full-time as community and social media manager. She has worked in companies such as MySpace, DDB, Mashable, and right now is social media manager for Univision in English. Ronnie Ramos is the managing director of digital communications for the NCAA. He oversees content for the associations web sites, NCAA.org and NCAA.com, and is responsible for the development and implementation of social media strategies, mobile applications and new digital initiatives. He helped negotiate the NCAAs 14-year digital rights agreement with Turner Sports. Mike Rowland is the President and Founder of Impact Interactions, a leading provider of consulting, management, and measurement services in the social media and online community industry. Since 2003, he has built a client roster that includes Cisco, AARP, NetApp, the American Chemical Society, SAP, NEA, NEFE, Intel, and others. Mike is a thought leader in the online-community and socialmedia industry. As a speaker at conferences, Mike asks organizations to move beyond hype to realize business results.

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Brian Solis is principal at Altimeter Group, a research-based advisory firm. Brian is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Brian has studied and influenced the effects of emerging media on business, marketing, publishing, and culture. His current book, Engage, is regarded as the industry reference guide for businesses to build and measure success in the social web. Paolo Tosolini is an Enterprise Social Video consultant helping organizations embrace social media, online video and mobility as parts of their internal communications and knowledge-sharing strategy. In his former job, New Media Business Manager at Microsoft, Paolo launched and managed the company internal YouTube platform, Academy Mobile, which now hosts more than 19,000 employee-generated videos just 3 years after its inception. Before that, Paolo worked in MSN and Office, where he managed the Office 2007 partner early adoption program that resulted in more than 500 partner solutions developed at launch. Paolo also blogs and podcasts about Italy and travel. Gayle Weiswasser is the Vice President of Social Media Communications at Discovery Communications, where she oversees social media strategy for Discovery and its networks and corporate initiatives. This includes managing the networks Facebook and Twitter strategy and implementation, as well as social media outreach, partnerships with social TV services, and social media monitoring. She also handles PR for the companys digital group. 22

February 14-16, 2012 MGM Grand Hotel Las Vegas, NV

#raganSocMed

Maps

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Social Media for PR and

Corporate Communications

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February 14-16, 2012 MGM Grand Hotel Las Vegas, NV

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Ragan Conference Planner

Conferences
Feb. 29- March 2 Social Media Summit for Internal Communications and HR Aon Hewitt Mid-America Club Chicago, IL March 14- 16 2012 Speechwriters and Executive Communicators Conference Mayflower Renaissance Hotel Washington, D.C. March 28-30 2012 PR and Media Relations Conference Con Edison HQ New York, NY April 2-4 SharePoint 2010 for Corporate Communicators Summit Gleacher Center Chicago, IL April 11-12 The 2012 International Social Media & PR Summit ING House Amsterdam, The Netherlands April 16-18 The 21st Annual Corporate Communicators Conference Gleacher Center Chicago, IL May 3-4 Corporate Writers and Editors Conference SDG&E San Diego, CA April 27 SharePoint 2010 for Corporate Communicators Microsoft Corporation Irving, TX May 15 PR Measurement Boot Camp SWIFT Office New York City, NY May 16 Video Boot Camp With Drew Keller and Paolo Tosolini SWIFT Office New York, NY May 17 Social Media Boot Camp With Mark Ragan SWIFT Office New York, NY May 18 SharePoint 2010 for Corporate Communicators Microsoft Corporation San Francisco, CA

Workshops
February 24 SharePoint 2010 for Corporate Communicators Microsoft Corporation Chevy Chase, MD March 19 Internal Communications Boot Camp With Shel Holtz Gleacher Center Chicago, IL March 20 Social Media and Internal Communications With Shel Holtz Gleacher Center Chicago, IL March 23 Video Boot Camp With Drew Keller and Paolo Tosolini Gleacher Center Chicago, IL March 26 Health Care Communicators Boot Camp Fox Chase Cancer Center Philadelphia, PA

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