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SOCIAL MEDIA MASTERS: Advanced Level Conference Series for Marketing Professionals
If you are a Social Media Professional wanting to take your skills to the next level, or an online marketer expanding your capabilities, this program is your chance to go beyond a typical introductory course and get advanced training from true Social Media Masters. This conference is a unique opportunity to develop your own mastery of social media for Marketing and Communications, with an emphasis on engagement. Whether you are in charge of a department in a large organization, you are responsible for multiple clients within an agency, or you are an independent professional deepening your skills and knowledge, this event will help you advance your career and accomplish your goals in key areas of social media marketing.
Produced by Social Media Club, the world’s leading association of Social Media Professionals, and Sensei Marketing, a firm specializing in customer acquisition and social engagement for the enterprise, Social Media Masters is a premium event for leading brands and social media strategists.
We put together a great day of programming for you and have provided ample time for the consumption of new ideas as well as opportunities to keep yourself hydrated and fed, and added some networking opportunities in there too.
Social Media Club Kansas City, Social Media Club (.org) and Sensei Marketing invite you to the welcome receptionbeing held at The Vienna Zimmer, in Grünauer’s intimate upstairs event space. It is open to all local Social Media Club members and Social Media Masters participants, speakers and sponsors. Registration is required as spaces are limited. Tickets are ($10)* and includes a selection of breads, sausages, and mustards. * This event is free of charge to registered Social Media Masters attendees, but you do need to pre-register. Please send an email to Kristie Wells at kristie[at]socialmediaclub[dot]org to confirm you are coming and we will make sure to add your name to the list.
|8:30am||Welcome Announcements||Sam Fiorella and Kristie Wells|
|8:40am||Social Business, Holistic Strategy||Chris Heuer|
|9:45am||Building Enterprise Cross Silo Social Media Team||Sam Fiorella|
|11:00am||Brand Resilience: Managing Risk and Recovery in a High-Speed World||Jonathan Copulsky|
|1:00pm||Lessons From The Facebook Trenches: Thinking Beyond “Likes”||Matt Hicks|
|2:05pm||Word of Mouth Marketing: Creating Buzz and Engaging Influencers||Sean Moffitt|
|3:20pm||How Social is Changing The Search Landscape||Sean McGinnis|
|4:25pm||How Blogs and Social Data Help Drive Leads and Sales||Shelly Kramer|
|5:25pm||Closing Q&A, Roundup||Sam Fiorella and Kristie Wells|
Sessions for this event are:
BRAND RESILIENCE: MANAGING RISK AND RECOVERY IN A HIGH-SPEED WORLD
"Marketing is no longer about building a brand. There's now a need for brand defense." - Jonathan Copulsky, Brand Resilience We can all name the most prominent brands. But today, brand management has as much to do with safeguarding as it does with building. Brand saboteurs are lurking around every corner – especially in the age of social media where news spreads like wildfire – and organizations need to manage risk, anticipate attacks, and bounce back fast after a hit. How can you protect your brand? By playing active and consistent defense. That starts with understanding how susceptible your organization is to brand sabotage – and knowing how to reduce its likelihood and impact. In Brand Resilience, Copulsky uses real-world examples, including many from social media mishaps, to bring the challenges of defending brands to life. As important as defining the challenges, he also shares popular brand war stories and lessons learned that organizations should consider and adopt. In this presentation, Copulsky will walk through his seven-step plan to brand resilience. This includes assessing your brand risks, detecting early warning signals, and adapting your defenses. To further bring his plan to life, Copulsky will also draw on the experiences of today’s most well-known brands. By building an organizational capacity to expect the unexpected and understanding your brand risks, you'll be in a better position to head off trouble before it occurs – keeping you one step ahead of your potential saboteurs.
Jonathan Copulsky has worked with many of the world’s leading organizations to grow profitable customer relationships for over thirty years as a consultant and senior executive. He has helped clients assess their brand value propositions and market positioning, design their “go to market” strategies, revise their channel strategies, create new market-based segmentation frameworks, establish analytically-based customer loyalty programs, revamp their sales forces, call centers, and database marketing efforts, re-think their service operations to take advantage of new technology-enabled capabilities, and integrate customer-facing organizations forces in conjunction with mergers and acquisitions. Jonathan speaks and writes frequently on issues related to sales and marketing management and is a regular contributor to a number of publications and online forums. His critically praised book, Brand Resilience: Managing Risk and Recovery in a High-Speed World was published by Palgrave Macmillan in May 2011. Jonathan has served in numerous leadership roles at Deloitte, including Chair of Deloitte Consulting’s Marketing Council; Chief Marketing Officer for Deloitte’s Global Strategy & Operations Practice; Managing Principal, Global Sales and Marketing Strategy Practice; and Managing Principal, Midwest Strategy & Operations Practice. Recently, Jonathan assumed responsibility for Deloitte’s eminence portfolio and activities, including oversight for Deloitte Research and Deloitte Review, in addition to his client service responsibilities.
BUILDING CORPORATE SOCIAL INFRASTRUCTURE
It's no secret that C-Suite execs in most large businesses have been slow to acknowledge the social economy or to formalize and fund social engagements across their organizations. But the communication tidal wave that is social media cannot be stopped and many business silos have begun their own individual efforts given the lack of executive leadership in this area. Be it Customer Service Managers scouring Twitter feeds, HR teams monitoring LinkedIn, Marketers advertising in social networks or PR Professionals engaging social influencers, most enterprises are engaged in social relationships through disjointed efforts initiated by the customer or customer-facing departments. Therein lies the challenge for enterprise leaders; and the opportunity if they accept this call to action. How does the enterprise adapt to the internal communications changes that are pushing it to be more open? More social? The employee's adoption of social communication does not translate well to the kind of work groups that are formed in most businesses. So the inevitable introduction of social networking-style communication into an office culture will have powerful implications on how businesses are structured and managed. But you need to understand how to enable it without losing control of your business' corporate vision. In this session Sam will outline:
Using real examples from the corporate world, you'll leave the session with a blue print for your own corporate cross-silo social communication plan.
Sam is currently the Chief Strategy Sensei for Sensei Marketing in Toronto & New York City. His expertise in interactive and social media marketing space has been earned through 20 yrs of senior level management within marketing departments and, most recently providing interactive strategy consulting to over 30 marketing agencies across the globe. Throughout this time Sam has been instrumental in creating world-first marketing software applications and innovative marketing strategies for clients that range from: Home Depot, Hitachi, AOL, Ford Motor Company, Hyatt Gaming Corporation, AXA Equitable, Snyder’s of Hanover, Johnson & Johnson, Hyundai, Chef Boyardee, and thousands more! Sam is the creator and moderator of the #bizforum Twitter debate where business professionals discuss the pros and cons of trending busines-related topics each week. Sam is also the author of the popular marketing blog: The Social Roadmap and author of the soon to be released business book by the same name.
HOW BLOGS AND SOCIAL DATA HELP DRIVE LEADS AND SALES
Social media is for leads and sales. Getting the executive members of your organization to understand that is a key element to your overall success. Whether you're using social channels for HR recruiting, new business development or brand awareness and reputation management, data is critical. In this session we'll show you how we use data and analytics to monitor, analyze and show growth in social channels, including the corporate blog, LinkedIn, Twitter, Facebook, YouTube and beyond. And also how you can use social channels to effectively support what you're doing in your offline marketing efforts - and ultimately, lead to more leads and sales.
Presented by: Shelly Kramer
Shelly Kramer is the Founder and CEO of V3 Integrated Marketing. A 20+ year marketing veteran, she's a strategist, brand builder, digital marketing expert, content creator, buzz builder and a well regarded figure in the worlds of tech and social media.
She's half marketer, half geek, with a propensity for numbers, results and a dash of quick repartee.
Her client experience rangers from working with SMBs, tech startups and not-for-profits, as well as Fortune 500 companies, budgets teeny to gigantic, in both B2B and B2C markets.
HOW SOCIAL IS CHANGING THE SEARCH LANDSCAPE
Search remains a key driver of traffic and leads to nearly every business with a web presence. In fact, Google alone serves up over one hundred billion searches monthly. As always, the search landscape is ever changing as the race toward the “perfect” search engine continues. Those changes have accelerated faster than ever as social and search have begun to come together. Today, the alliance between Bing and Facebook and the launch of Google+ are driving real changes into the search experience. In this session you’ll learn:
Sean is Managing Director and CMO of Multistate Edge, an online bar exam preparation company. Since graduating from law school, Sean has developed over 12 years of Digital Marketing experience and assisted hundreds of law firms across the country create compelling online marketing programs. From 2006-2009, Sean led one of the largest SEO teams in the country while serving as the SEO Manager for Findlaw. Sean consults with small to mid-sized businesses on Digital Customer Acquisition and Loyalty and blogs about SEO, Internet Marketing, Social Media, leadership and a variety of other topics at 312 Digital. Sean is also a co-founder and President at 12Most.com
LESSONS FROM THE FACEBOOK TRENCHES: THINKING BEYOND "LIKES"
The power of Facebook for businesses goes beyond the number of people who click "Like" to connect with your Page. It's about building relationships where people want to engage with and share your content, and it's about building an authentic persona for your company that talks with people on their terms. This session will explore how to make your Facebook Page and other activities more personal and engaging through a mix of real-world tips, case studies, demos and group exercises. Topics to be covered include:
Matt helped build the communications team at Facebook as one of the first members of its PR team. Most recently, he led social media and content strategy for it main communications channels--including the Facebook Blog, official Facebook Page and Twitter account—which reach millions of people every day. Before that, he managed the company’s advertising and business communications and worked with top executives to position Facebook as an essential tool for marketers and consumers.
A former journalist, Matt moved into PR and marketing in 2005 to work with Silicon Valley startups such as YouTube, FeedBurner and Topix.net, first at ZENO Group and then at SutherlandGold Group. In 2003, he served as an American Political Science Association Congressional Fellow in Washington, DC. He previously was a writer and editor for Ziff Davis Media and eWEEK in San Francisco, and earlier worked at various daily newspapers. Matt graduated from the Medill School of Journalism at Northwestern University.
SOCIAL BUSINESS, HOLISTIC STRATEGY
After spending the past 12 years on the top of search results for “holistic business strategy”, Chris Heuer believes the day has finally come for his insights to become part of mainstream management thinking. As the disruption caused by social media reverberates across all aspects of organizational operations and culture, market leaders are turning to social business to transform the enterprise and seize a competitive advantage. The rise of social business is not only the sucessor to eBusiness, it signals the dawn of the post digital era. Today, being digital is expected, it’s the price of entry. If you can’t think holistically, collaborate across traditional organizational boundaries, optimize your organization to act as one and earn the trust needed to truly serve your market, your business may soon be extinct. Chris will share his insights on how to think and act like a social business along with the perspective from his colleagues at Deloitte Consulting LLP on the dawning of the post digital era.
Chris has been engaged in interactive communications since 1993, and launched his first agency, Guru Communications, out of South Beach, Florida in 1994. Over the years he has helped numerous startups with go-to market strategies, product design, web site development, online marketing campaigns, ecommerce and what is now widely referred to as social media.
Seeing similarities between the rise of the Web as a vital communications technology and the current rise of social media, Chris formed Social Media Club in March 2006 to help more people understand the greater significance of what it means to be social and how media production/consumption has changed. To this end, Social Media Club is promoting digital media literacy, encouraging the sharing of lessons learned, promoting industry standards such as Creative Commons and discussing questions of ethics.
Chris is a Specialist Leader, Social Media for Deloitte. In addition to his direct endeavors, he serves as an advisory board member for Buzzlogic and my6sense. He is a frequent speaker, workshop leader and a trained facilitator and has organized numerous unconferences for the community and private organizations of all sizes.
WORD OF MOUTH MARKETING: CREATING BUZZ AND ENGAGING INFLUENCERS
Leading industry thought leader and practitioner Sean Moffitt delivers a session that provides a 360 degree overview of the world’s, culture’s, business’ and marketing’s greatest force – word of mouth. On the social web, word of mouth rules more than it ever has, so step back and enjoy a tour du force of buzz, evangelism, word of mouth, referral and passalong wisdom from one of the industry’s best . Sean will take you through the 36 reasons why people buzz, the 6 types of influencers and what motivates them, a simple WOM planning and building model, some street-savvy shortcuts for getting the right message out at the right time to the right people, some great case studies and some thoughts on institutionalizing word of mouth in your organization and also a look at some word of mouth watchouts, tools and what word of mouth will look like in the future. Many WOM lessons were not only learned up close but also gleaned from studying the world’s top 100 social brands in his recent book Wikibrands – Reinventing your Company in a Customer-Driven Marketplace (www.wiki-brands.com) If you have any interest in understanding what influences today’s customers in what they buy, think and do, don’t miss this session.
Sean is a well-recognized thought leader in company innovation, brand leadership, social influence marketing and online community building, marrying his passion for grassroots engagement, digital technologies and the brand. He has been an executive-level marketer, agency leader and consultant, in roles bridging the traditional and digital divide for over 15 years. As an answer to business’ future, Sean founded Agent Wildfire in 2004 (www.agentwildfire.com) – a leading marketing, media and research firm dedicated to customer advocacy and innovation, word of mouth, influencer marketing, online communities, social media and buzz-building.
Located in Toronto, he now continues and expands that work for startups, Fortune 500s and executive teams by leading the Wikibrands consultancy (www.wiki-brands.com). Sean has previously led the direction of Canada’s best known brands at Molson, Guinness, Labatt, Procter & Gamble and others as a client and agency partner. He speaks frequently on the subject of new marketing and media (see range of topics below), chairing national conferences, speaking internationally and commenting in national broadcast and top print media and lecturing at universities across a variety of topics.
Sean is also an executive consultant to Don Tapscott’s firm nGenera (http://www.ngenera.com/) and helps executive and brand teams power the collaborative enterprise. You can also spot his rants and musings on new economy subjects through his blogs “Buzz Canuck” (http://buzzcanuck.typepad.com/) & “Spreads Like Wildfire” (http://www.spreadslikewildfire.com/) and e-newsletters (http://www.agentwildfire.com/contact_us) . He spearheads two Canadian executive networks “The League of Kickass Business People” (www.theleague.ca) and “The League of Kickass Under 30” and leads two lifestyle media startups Generation Go and Trend City. He has also authored an annual research report on Canadian marketing and media “The Buzz Report”, a number of critically acclaimed white papers on new media topics and is a columnist for Smart Brief on Social Media (http://www.smartbrief.com/).
PLEASE NOTE: All ticket sales are final. No refunds will be issued, although tickets are transferable. If you would like to change the name of the attendee on your ticket, please contact Kristie Wells at kristie [at] socialmediaclub.org. Thank you.
Social Media Club hosts conversations that explore key issues facing our society as technologies transform the way we connect, communicate, collaborate and relate to each other. We are focused on expanding media literacy, sharing lessons learned, promoting ethical behavior and advancing industry standards. Social Media Club is a non-profit organization, and the world's largest community of Social Media Professionals, with local chapters in 300+ cities. Learn more at http://socialmediaclub.org and connect with us at http://twitter.com/socialmediaclub and http://facebook.com/socialmediaclub
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