Hội nghị truyền thông xã hội CASE 2023

Social Media
Conference

Presented by Ragan & PR Daily

MARCH 15-17, 2023

DISNEY WORLD, ORLANDO

REGISTER NOW

DON'T MISS THE MAGIC

Three tracks, three days to help you…

 Transcend the ordinary • Transform social media results • Test new platforms • Captivate audiences • Create viral content • Cultivate community • Boost reach, results and ROI

Have you reserved your seat?

Is social media flatlining? Is Twitter dead? Is AR/VR overhyped? The answer is “no” across the board. But there’s no doubt that social media is on pace for its most transformative — even tumultuous — year since Facebook and Twitter launched over 15 years go

The good news. You can convert the chaos of continued economic pressures [inflation and recessionary fears], changing follower behaviors [TikTokification] and seismic shifts in strategy [Meta] or management [Twitter] into opportunities if you know what’s coming

Consider this conference your social media sherpa. It’s the guide you need to stay on the right track in 2023. The trends, tactics and new strategies we unpack together will help you adapt in a multichannel environment — and adjust to any coming obstacles and surprises

REGISTER NOW

WHAT YOU'LL LEARN

• The continued rise of meme marketing and re-emergence of immersive worlds
• How Stories and AR/VR tools are evolving — and how to stay ahead of the curve
• Social listening👂and measurement strategies to gain [and understand] followers
• How to re-think and relaunch your e-commerce and social selling programs
• Working with nano and micro influencers to launch winning brand collabs
• 🎥 How short-form video, live video and TikTok are transforming YouTube, LinkedIn, Facebook/Instagram and Twitter
• The best channels to attract and retain talent in the 🔥hot-yet-cooling labor market
• And, so much more…

KEYNOTERS

Cathy Hackl

Chief Metaverse Officer, Web3 Strategist

Journey

READ BIO

Melinda Emerson

CEO

Quintessence Group

READ BIO

SPEAKERS

Stacie Barrett

Director of Internal Communication

Domino's

@StacieB

Mia Blessing

Public Affairs Lead and Internal Team Leader

NASA

Melissa Vela-Williamson, M. A. , APR, CDP

Author, Founder

MVW Communications

Alicia Calzada

Deputy General Counsel

National Press Photographers Association

Allison Carter

Executive Editor

Ragan Communications and PR Daily

Lisa Claybon

Vice President of Corporate Affairs

Compass Group North America

Cat Colella-Graham

Adjunct Professor

St. Francis College

Chaka Cumberbatch

US Social Lead

Google Pixel

KEYNOTER

Melinda Emerson

CEO

Quintessence Group

Tevah El Emmet

Marketing Strategist and Founder

Nspired Media

Andrew Flynn

Senior Director of Enterprise Sales

Muck Rack

@muckrack

Mark Fordyce

Regional Director, Southeast

Workvivo

Joyceann Garippa

Head of Content

Ragan Communications

Ellen Gerstein

Senior Director, Content Strategy & Engagement, Corporate Affairs

Pfizer

@elleinthecity

KEYNOTER

Cathy Hackl

Chief Metaverse Officer, Web3 Strategist

Journey

Debra Helwig

Internal Comms Lead

Pinion

Tracy Henion

Marketing Director

Michigan State University Honors College

Lexi Herrick

Director of Audience Development, Social Media and Analytics

Allure Magazine [Conde Nast]

Andre Hidalgo

Associate State Director of Social Media

AARP

Brad Hoos

CEO

The Outloud Group

@bhoos

Shannon Iwaniuk

Director, Internal Communications

Alcon

Justin Joffe

Editor-in-chief

Ragan Communications

@joffaloff

Lainey Johnson

Head of Brand and Paid Media, Americas

Ernst & Young

Aleksandra Kuzmanovic

Leadership Social Media Manager

World Health Organization [WHO]

@KuzmanovicA

Hillary Kwiatek

Employee Communications Specialist

Lehigh University

@hillarykwiatek

Kena Lewis

Senior Director of Public Affairs and Media Relations

Orlando Health

Nicolle Lopez

Social Media Manager

Amtrak

Molly Lopez

Partner and Owner

HITE Digital, Miami

Jennifer Magas

Assistant Professor of Practice

Texas Tech University

Nicole Moreo

Head of Customer Insights

LinkedIn

Destanie Morman

Communications Director

Vote Run Lead

Janelle Nowak-Santo

Partner, Integrated Digital and Social Media Strategy

Brunswick

Jonathan Pinkerton

Senior Social Media Manager

Hyatt

Tod Plotkin

CEO/Founder

Green Buzz Agency

@GreenBuzzAgency

Lourdes Reigosa

Social Media Manager

Baptist Health

Miri Rodriguez

Senior Storyteller, Author "Brand Storytelling"

Microsoft

@MiriRod

Mike Rucker

VP, Creative Director

NBC News Brand Studio

Vanessa Sain-Dieguez

Senior Director of Talent Attraction

Spectrum

Casie Shimansky

Director of Brand

Stax Payments

Isis Simpson-Mersha

Reporter/conference producer

Ragan Communications

Alyssa Smith

Director of Conferences

Ragan Communications

Enid Stegmaier-Vilar

Social Media Manager

Hyatt

Tim Stergiou-Allen

Global Social Media Manager

Carrier

Ian Suarez

Social Media Manager

Visit Orlando

Nikki Sunstrum

Director of Social Media

University of Michigan

Deanna Stevens Ulrich

Associate Director of Digital Content

Kent State University

Amy Veloso

Enterprise Account Executive

Storytap

Katie Walsh

PR and Social Media Specialist, Graduate Candidate

Magas Media Consultants

Maya Wasserman

Head of Marketing, Television & Sound

Sony Electronics

Sara Whitman

Chief People Officer

Hot Paper Lantern

Marnie Williams

Social Media Manager

Delta Community Credit Union

@MarnieLevy

Jim Ylisela

Co-Founder and Senior Partner

Ragan Consulting Group

@jpyjr

Katie Yun

Social Media Director

Nationwide

INTERESTED IN SPEAKING?

Please reach out to Content Director
Joyceann Garippa

AGENDA

Attend three days of information-packed sessions and inspirational keynotes on the magical grounds of Disney World

Pre-Conference Workshops

Wednesday, March 15

11 A. M. -12. 30 P. M

Visual Storytelling and Design for Social Media

With your social media strategy in a constant state of evolution, designing and refining your own image and video assets is a constant strain. In this interactive workshop, we’ll explore the tools, strategies and software for social design that can help every marketer and communicator — even those without large teams – improve their visual and video storytelling appeal and impact so it rivals those of big brands.  You'll learn

• Which images, photos and videos perform best across multiple social channels
• How color theory, fonts and other design considerations can give images and videos the right context and impact
• A step-by-step guide for creating infographics and other social-ready designs
• What you must know about low-cost design tools like Canva
• Video toolkit. Quick tech recs and shooting tips for getting the most out of your equipment
• On-camera design and branding considerations to make yourself or your spokespeople stand out
• The TikTok effect. Adding fun, filters and flair to your videos—no matter what channel

Chaka Cumberbatch

US Social Lead

Google Pixel

Tim Stergiou-Allen

Global Social Media Manager

Carrier

12. 30–1 P. M

Snack Break

1–2. 30 P. M

Podcasting Workshop. The Sound of Success

The podcasting boom is still on—with 504 million podcast listeners projected globally by 2024. So how can you compete for attention in today’s busy market? The answer is to ideate, script, record and produce your own niche-specific podcast as a critical asset to your larger social strategy—not as a standalone. In this workshop, you’ll partner with peers to

• Ideate and refine a podcast idea that fits your brand voice and social strategy.  
• Learn how to start scripting and structuring your podcast based on your goals.  
• Select the best platforms, mics and audio software for your team.  
• Try your hand at recording and sourcing audio using tools like Squadcast.  
• Tap into the latest podcasting trends—like integrating podcasts with Twitch/YouTube to capture Gen Z and younger livestreaming audiences 
• Discover how podcasting can help drive DEI, employer branding and retention.  
• Discuss podcast publishing and promotion, including using RSS feeds and repurposing clips across social channels for maximum exposure

Hillary Kwiatek

Employee Communications Specialist

Lehigh University

@hillarykwiatek

2. 30-3 P. M

Networking Break

3–4. 30 P. M

Quickly Start or Scale Your TikTok Strategy Workshop

There’s no need to stress the resources needed to pull-off an effective TikTok strategy. In this workshop, you’ll learn how to easily create a TikTok presence that drives awareness and generates ROI. Our trainers will guide you through a step-by-step process for adding a TikTok presence to your social media program — or improving the one you already have

We’ll cover

• Templates to borrow. Anatomy of a successful TikTok strategy and how to tailor it to your brand and audiences
• How to set up and optimize your TikTok profile — and why this is so critical
• How to identify the best formats, features, elements and trends on the platform that make sense for your brand
• How to master TikTok ads
• What’s next. What’s already outdated on TikTok — and how to stay relevant in 2023 [examples and approaches to emulate]
• Ways to make your first [or third] TikTok video a success. [We’ll workshop one together. ]

Lourdes Reigosa

Social Media Manager

Baptist Health

Jonathan Pinkerton

Senior Social Media Manager

Hyatt

6-8 P. M

Opening Reception

General Sessions

 .  

Thursday, March 16

7-8 A. M

Morning Walk with New Friends

8-9 A. M

PRESENTED BY WORKVIVO

Breakfast Session. Harnessing the power of social media to engage employees

We know that tomorrow’s comms leaders will be born out of social managers today. Social is the core of the way we all communicate each day. But organizations are yet to realize the potential of social for internal communications. Over the next ten years, organizations everywhere will completely overhaul their internal communications. And social-savvy comms leaders will be at the forefront of that change

In this interactive talk, we will discuss

• Why social is coming for internal comms. The traditional intranet is dead – what will take its place?
• How some progressive organizations are leading the way – and a sneak peek into their playbook
• How to advocate for a more social approach to internal comms with your leadership
• Some immediately actionable ideas to make an impact in your organization

Mark Fordyce

Regional Director, Southeast

Workvivo

9-9. 15 A. M

Opening Remarks + Trendwatch

We’ll kick off the conference with a look at the biggest issues, trends and challenges that today’s social media pros face – and look at how they’re solving it – to help you decide which strategies and platforms you should get out in front of and which will soon go the way of Vine

9. 15-9. 45 A. M

KEYNOTE

Redefining the Next Decade — from Web 3 and Gaming to Generative AI

Are you sitting on the sidelines trying to make sense of generative AI like ChatGPT, metaverse experiences and Roblox — or even new Web 3 loyalty programs? Jump into the fray with this inspiring keynote that will instantly elevate your knowledge base as a forward-thinking, prepared marcom professional. If you want to move forward in your organization — and move your organization forward — this is the place to start. You’ll hear

• FAQ. What Generative AI means for your brand
• What’s Next. What AI has to do with the metaverse
• How gaming is becoming Gen Alpha’s new social network
• How brands are preparing for a future with AR glasses
• Innovative real-world examples that illustrate how to get started

KEYNOTER

Cathy Hackl

Chief Metaverse Officer, Web3 Strategist

Journey

10-10. 30 A. M

PEER-TO-PEER ROUNDTABLE

A Social Skills Assessment

Today’s social media pro must stay hip to the rapid transformation of the industry by learning new skills and tactics to stay relevant and continue keeping audiences engaged. In this interactive, peer-to-peer session, your table will collaborate on a list of the most important skills and competencies that today’s social media professionals need to truly shine. At the end of the session, you'll submit your list and elect a table representative to share your results later in the day

10. 30-10. 40 A. M

PRESENTED BY MUCK RACK

The State of Journalism on Social Media

This session will cover findings from Muck Rack’s annual State of Journalism survey, with a focus on the social media habits of journalists. We’ll cover

• The social media channels that journalists value most
• How much time journalists spend on social media
• Journalists’ preferences for being pitched on social media
• How journalists use social media as part of their reporting strategy
• Which social media channels journalism turn to for their news

Andrew Flynn

Senior Director of Enterprise Sales

Muck Rack

@muckrack

10. 40-11 A. M

Networking Break

11-11. 30 A. M

CASE STUDY

How We Built Our Social Media A-Team

A successful social media strategy is often a team sport. In this case study, we'll hear how the award-winning team at Amtrak worked together to harness each member's skills, leveraged outside support and leaned on its social community to generate high-performance results. The planning, processes and proof points you discover in this session will help you and your team do the same—no matter your size

You’ll learn

• The anatomy of a successful “Resource-Based” social media strategy
• How to quickly build an all-star social media team—from assessing your current situation and needs to determining roles, structure and workflow
• Identifying areas of automation—from planning and posting to measuring results
• Leaning into your community—including how to engage superfans to lighten the load

Nicolle Lopez

Social Media Manager

Amtrak

11. 45 A. M. -12. 15 P. M

A Decade of Social Storytelling

To mark Ragan’s 10th Social Media Conference at Walt Disney World, we’re celebrating by taking a look back at how the social media landscape has evolved in the past decade — and where it’s going next — to ensure we keep telling magical, inspirational stories across platforms

Allison Carter

Executive Editor

Ragan Communications and PR Daily

Isis Simpson-Mersha

Reporter/conference producer

Ragan Communications

Joyceann Garippa

Head of Content

Ragan Communications

Justin Joffe

Editor-in-chief

Ragan Communications

@joffaloff

12. 15-1. 30 P. M

Networking Lunch

1. 45-2. 05 P. M

5 Secrets To Scaling A Profitable Influencer Program, Even In A Downturn

Even in a booming economy, it’s wise to have sound economics to support a growing influencer marketing program. It’s not enough to depend on large squishy budgets to scale. In this presentation, we’ll reveal the insights we’ve uncovered in the past 15 years to help scale financially sound profitable influencer programs that scale

You’ll learn about

• Setting the right goals
• Where to focus your message
• Which audience segments to target
• Which platforms work best
• Testing and scaling effectively

Brad Hoos

CEO

The Outloud Group

@bhoos

2. 15-2. 45 P. M

Social Media’s Sweet Spot. Writing Short and Snappy — Without Stripping out Style

Writing for social media may be short, but short can still be boring. In this session, Jim Ylisela, an award-winning writer, editor and digital marketer reveals how to make every word count when word count matters most

You’ll learn

• Strategies for crafting social copy that sings — proven examples and templates
• A list of the most overused words and phrases on social media, with a focus on how to keep things fresh
• Tick-tock [not TikTok]. Tips for crafting compelling social media posts on deadline — including online tools to help you brainstorm and create catchy headlines fast
• The most effective language to include in CTAs and influence audience behaviors
• How to select the punchiest, spiciest pull quotes from a larger piece for your social posts

Jim Ylisela

Co-Founder and Senior Partner

Ragan Consulting Group

@jpyjr

Nikki Sunstrum

Director of Social Media

University of Michigan

Casie Shimansky

Director of Brand

Stax Payments

3-3. 30 P. M

Where Inclusivity and Accessibility Meet on Social

Making sure your social media channels offer content that includes and engages your audiences also requires a close look at accessibility on the platform. In this session, we’ll review  best practices for refining your social strategy to be inclusive and accessible to all — ensuring it’s the right thing to do for your brand and optimizing your reach in the process

You’ll learn

• Examples of what inclusive and accessible social content looks like
• Free or low-cost accessibility tools you can use
• Tips for crafting accessible text including closed captions, alt text and more
• How to post accessible images and video including descriptive image captions, video captions and descriptions, color contrast and more

Destanie Morman

Communications Director

Vote Run Lead

3. 45-4. 15 P. M

CASE STUDY

How to Lean into Video to Build Audience Trust

When the world changed in 2021, most companies had to revamp social strategies overnight and figure out fresh ways to engage audiences with snackable content, educational information and other resources to build trust. This case study will share how one company revamped its visual storytelling approach and embraced video to deepen relationships, dispel information and put culture front and center

Tod Plotkin

CEO/Founder

Green Buzz Agency

@GreenBuzzAgency

Ellen Gerstein

Senior Director, Content Strategy & Engagement, Corporate Affairs

Pfizer

@elleinthecity

4. 15-4. 45 P. M

Peer-To-Peer Roundtable Results

Nothing quite like ideating and sharing with your peers. You and your tablemates will have the chance to share your list of top social skills and topics discussed earlier including Data/measurement, Design, Influencer Strategy, DE&I, ESG & Purpose, Crisis/Change Comms, AI, Metaverse, and much, much more

5. 30-7. 00pm

Networking Event

More details to be announced soon

Friday, March 17

8-9 A. M

Networking Breakfast

9-9. 30 A. M

KEYNOTE

Using Influencer Marketing to Grow Your Business

In this keynote presentation, Melinda Emerson, CEO of the Quintessence Group, will address engaging external influencers and empowering employee influencers to demonstrate small marketing teams can get in on influencer marketing even with small budgets

KEYNOTER

Melinda Emerson

CEO

Quintessence Group

9. 45-10. 15 A. M

PANEL

Small But Mighty. Shoestring Social With a Tiny Team

Many social media pros sit on small teams – and in many cases are a team of one – working hard to execute a strategic social strategy with shoestring budgets and minimal resources. In this panel conversation, we’ll hear from renaissance social media stars who used their small size as an advantage to streamline project management and workflows, meet C-suite demands and fold their social strategies into larger business goals

You’ll learn

• Ways to stay organized and manage projects without constantly being overwhelmed
• How to partner with other departments to embed social best practices across your organization and create defacto social media champions
• Free and low-cost solutions for streamlining and automating social tasks to free up your time and schedule
• Strategies for earning more social budget by demonstrating ROI through the impact of your efforts

Justin Joffe

Editor-in-chief

Ragan Communications

@joffaloff

Ian Suarez

Social Media Manager

Visit Orlando

Marnie Williams

Social Media Manager

Delta Community Credit Union

@MarnieLevy

Tracy Henion

Marketing Director

Michigan State University Honors College

10. 15-10. 35 A. M

Networking Break

10. 35-11. 05 A. M

Safe and Sound - Social Media Ethics in a Changing World

The costliest mistakes made on social media flow from the same legal and ethical principles relied on by major news – and a poorly handled 280-character tweet can do insurmountable damage. Learn the most important principles to follow from a nationally-recognized PR thought leader and a media-law attorney who has represented news organizations of all sizes. You'll discover the most common legal pitfalls in social media [e. g. , copyright, defamation and DEI mistakes] and how the latest platform policies can inform your social media strategies and content.   These legal tips will save your organization money and headaches

We’ll explore

• The latest regulations and looming legislation to watch that impacts social media
• Legal considerations around how you identify, communicate with and market to audiences on social media
• The legal gray areas of a social strategy that could spell trouble in the future
• How to move beyond compliance to become an ethical social media marketer

Alicia Calzada

Deputy General Counsel

National Press Photographers Association

Melissa Vela-Williamson, M. A. , APR, CDP

Author, Founder

MVW Communications

11. 15-11. 45 A. M

PANEL

Creator Meets Collaborator. How to Partner [Not Compete] with Influencers

Toss out the technobabble about the creator economy. It’s “just” 50 million independent content creators, bloggers and videographers — and the tools they use [YouTube, Instagram, Snapchat, TikTok, Substack, Patreon, OnlyFans and more]. In this session, we’ll explore how to work with — not against — this community gaining power in the media ecosystem so you gain voice and reach instead of losing it [to them]

You’ll learn

• Immediate opportunities for brands. What’s working and what’s not in the creator economy and current influencer landscape
• Who owns the influencer relationship. How to avoid a “land grab” mindset at your org
• How to identify the right influencers and platforms for your brand and message
• Doing more with less in 2023. Tips to access creative talent in smarter, scalable and cost-effective ways—especially as budgets are trimmed
• Examples of successful B2C and B2B influencer campaigns you can emulate — from strategic planning guidelines to budget ranges and even KPIs that proved return
• Measurement matters. Dashboard tips and how to present what’s expected to execs

Alyssa Smith

Director of Conferences

Ragan Communications

Katie Yun

Social Media Director

Nationwide

Maya Wasserman

Head of Marketing, Television & Sound

Sony Electronics

11. 50 A. M. -12. 20 P. M

Deeper Social Media Connections in the Trust Era. WHO’s Pandemic Lessons to Unlock Loyalty

You can’t buy trust — you must build it, as the World Health Organization [WHO] successfully set out to do these past few years during the pandemic. At this session you'll hear how WHO is creating deeper social media connections grounded in a more authentic, transparent people-first strategy

You’ll learn

• Trust factors today — and how they can boost your social media engagement
• People-first strategies for personalizing the brand. How to prepare leadership and experts to become trusted voices — not just “talking heads. ”
  
• Transparency tools and channels. Integrating live video and audio to build trust
  
• How to leverage measurement tools to   to reframe your messaging to build trust 

Aleksandra Kuzmanovic

Leadership Social Media Manager

World Health Organization [WHO]

@KuzmanovicA

12. 20-12. 30 P. M

Baker’s Dozen Top Takeaways, Raffles and Closing Remarks

For PR, Branding & Marketing

 .  

Thursday, March 16

10-10. 30 A. M

Storytelling

Storytelling Design for Social Media Posts. 5 Steps to Achieve Brand ❤️ Love

Effective storytelling is algorithm agnostic. It creates connection and is the key to moving hearts and minds — no matter what channels you post to. Join to discover your best brand story — and the story structure, formats and elements you can use to bring it to life in a way that conjures emotion, drives inclusion and leads with empathy. This is the Rosetta stone you’ve been looking for if you want to galvanize your social media audiences while building trust, social equity and even corporate innovation through storytelling. You’ll learn

• New research. How to achieve brand love with the ❤️and 🧠 of storytelling
• The 5-Step Haystack Method. Interactive story prompts to hack your brain around storytelling. [We’ll do this together — it’ll be fun. ]
• How to mine your organization — and TikTok — for the best brand stories
• The 8 basic story structures and how to story design your own
• How to extract the overarching themes of your story to make it social media ready
• Data-driven storytelling. How to adapt stories to any feedback—and any channel

Miri Rodriguez

Senior Storyteller, Author "Brand Storytelling"

Microsoft

@MiriRod

10. 30-10. 40 A. M

PRESENTED BY STORYTAP

Unlock the Power of User-Generated Video on Social

User-generated content is marketing gold. But user-generated videos are platinum. StoryTap’s session will explore the power of user-generated content on social media and why your strategy needs to include video. Plus, we’ll explore how you can source user-generated videos with ease

You'll learn

• What makes user-generated content so powerful
• Why user-generated videos are the key to your success on socials
• How your brand will benefit from user-generated videos
• Where to source user-generated videos & from who

Amy Veloso

Enterprise Account Executive

Storytap

10. 40-11 A. M

Networking Break

11-11. 30 A. M

What’s Next. Adjust to Updates on the Top Social Media Platforms

Quick quiz. What are the top platforms on social media right now? Of course it’s a trick question. Your list is wholly unique to you, your organization and your audience demos. Besides, who would have still included WhatsApp alongside TikTok, Facebook, YouTube, Instagram, Snapchat, Pinterest, Reddit, LinkedIn and [ahem] Twitter? Those are the top 10 according to the latest Global Statshot Report. Join this session to discover more, including

• The top updates on the top social media platforms planned for the next year
• Ways to prepare for the biggest changes on the platforms that matter most to you
• Algorithm-proofing your story and strategy. How to extract the overarching themes of your brand story to make it social media ready — regardless of looming changes
• How TikTok’s detailed algorithms and unique content creation capabilities are quickly changing your favorite platforms
• An open discussion on OpenAI and beyond. The biggest opportunities and threats posed by tools like ChatGPT, MidJourney and more

Katie Yun

Social Media Director

Nationwide

11. 45 A. M. -12. 15 P. M

Multichannel Audience Strategy. Drive Social Media, Site and Search with “Big Moments”

Over half of marketers say they struggle to effectively execute multichannel audience strategies [Sprout Social]. But showing up across various channels doesn’t mean your campaign will deliver the results you need—not if your efforts are fragmented. Join to see how to drive the convergence of promotional strategies across social, site, search and, yes, even email—by building campaigns around your organization’s “big moments. ” This Condé Nast case study will show you how to connect the dots for more cohesive campaigns and better results. You’ll learn

• Template. Anatomy of a winning multichannel audience strategy
• Team. How Conde Nast structures and empowers a “central audience development group” that unites its social media, data/analytics, email, newsletter and SEO teams
• Tentpole moments. How to align cross-platform promotional strategies on social, site, search and email around your organizations “big moments” [like Allure’s “Best of Beauty” awards]
• Testing. How Condé Nast uses learnings from TikTok, Instagram and SEO to inform its newsletter strategy—and vice versa
• Trends. Where today’s audience behaviors are trending—and how to adjust accordingly.  
• Bonus. How Condé Nast uses Google Analytics to determine segmentation and digital personas—so you can do the same

Lexi Herrick

Director of Audience Development, Social Media and Analytics

Allure Magazine [Conde Nast]

1. 45-2. 05 P. M

Lightning Talk

2. 15-2. 45 P. M

PANEL

Confronting Crisis. Social Listening Can Save Your Brand When “It” Hits the Fan

A crisis can strike at any moment, as we saw these past few years. The good news is you now likely play a more critical role than ever in keeping your public and employees informed, engaged — and safe. Here’s how to live up to those expectations with a monitoring plan that starts with listening and moves responses up the org chart. Together, we’ll hear some case studies on how brands deployed keen social strategies to manage and mitigate a crisis. You’ll learn

• Lessons from the front lines. How others engaged and inspired friends, fans, followers and staff during the last few years of cascading crises
• How to craft messages that convey confidence and eliminate uncertainty
• Scenario training tips for using social media dashboards to identify emerging issues
• How to design and deploy a social listening strategy on Facebook, Twitter, LinkedIn, Instagram and beyond
• The best monitoring tools to track your reputation and adjust after the crisis

Kena Lewis

Senior Director of Public Affairs and Media Relations

Orlando Health

Allison Carter

Executive Editor

Ragan Communications and PR Daily

Enid Stegmaier-Vilar

Social Media Manager

Hyatt

Janelle Nowak-Santo

Partner, Integrated Digital and Social Media Strategy

Brunswick

3-3. 30 P. M

Showing Up Powerfully on Camera — Regardless of Platform, Pre-Recorded or Live

Live and short-form video continues to dominate as attention spans dwindle — and 82% of consumers prefer live video from a brand to social posts, according to Business Insider. But that doesn't mean your team is comfortable livestreaming, both from a tools and confidence perspective. Join for an interactive experience that will help you shoot or stream with the best of them — while determining whether TikTok, Instagram, YouTube or another platform is best for your brand.  You'll learn

• How to instantly overcome on-camera or streaming worries — and add more flair to your videos
• Easy tips for creating quick intros that capture attention
• Get ready to get uncomfortable — but bring a smile. We’ll shoot and share live together
• Bonus. How to know which channel is right for your brand

Tevah El Emmet

Marketing Strategist and Founder

Nspired Media

3. 45-4. 15 P. M

CASE STUDY

How to Lean Into Video to Build Audience Trust [on Main Stage]

When the world changed in 2021, most companies had to revamp social strategies overnight and figure out fresh ways to engage audiences with snackable content, educational information and other resources to build trust. This case study will share how one company revamped its visual storytelling approach and embraced video to deepen relationships, dispel information and put culture front and center

Tod Plotkin

CEO/Founder

Green Buzz Agency

@GreenBuzzAgency

Ellen Gerstein

Senior Director, Content Strategy & Engagement, Corporate Affairs

Pfizer

@elleinthecity

4. 15-4. 45 P. M

Peer-To-Peer Roundtable Discussions [Track 1 - Main]

Nothing quite like ideating and sharing with your peers. You and your tablemates will have the chance to discuss topics, including. Data/measurement, Design, Influencer Strategy, DE&I, ESG & Purpose, Crisis/Change Comms, AI, Metaverse, and much, much more

Friday, March 17

9. 45-10. 15 A. M

Let’s Co-Create. Balancing AI Art Generation with Authenticity

Empowered by recent advances in artificial intelligence, the DIY-mindset is taking over  social media content creation. As marketing professionals soar to new heights of productivity on the backs of platforms such as GhatGPT and Artssy, will your company's resident graphic designer, copywriter, or even photographer become obsolete? You might be surprised how you've already been using Ai for years — and why social media marketers aren't going anywhere. Discover how to leverage Ai content creation tools the RIGHT WAY in this interactive session. Learn what the buzz is about, including.

• How to balance the “authenticity” mandated by the rise of TikTok and platforms like BeReal with the “automation” of AI image generators
• Top AI imaging tools. DALL-E2, Midjourney, Artssy, Stable Diffusion and more.  
• Using AI image generators to hone brand voice and aesthetics. [FYI. Creating mood boards and brand guidelines is a snap. ].  
• Producing visual content at scale. Examples of social media posts, social ads, infographics, website banners, and even 3D videos created with AI imaging .
• Let’s co-create. We’ll create a social post together with your live prompts.  

Molly Lopez

Partner and Owner

HITE Digital, Miami

10. 15-10. 35 A. M

Networking Break

10. 35-11. 05 A. M

Data-Driven Social Media Measurement. Handling Tight Budgets, Tracking Trust and More

Social media teams are feeling the pressure to deliver more value, especially at a time when tracking budgets and audience trust are feeling the squeeze. The good news is that data science can help you be more strategic about your social media at a time when every post and penny counts. Join to hear how to be smarter about the way you measure and optimize social media efforts while building or rebuilding audience trust — regardless what the economy brings. You’ll learn.  

• Updating your toolkit. Essential social media measurement tools.  
• How to set more meaningful social media measurement objectives in a downturn.  
• How to audit and adjust your social media in real-time so you can optimize results [i. e. , reallocate precious dollars from what’s fizzling to what’s sizzling].  
• How to create an integrated dashboard to show how your social media positively impacts trust, internal and executive comms, employer branding and even media relations.  
• The trust factor. How one national organization is building trust via more authentic social media — and harnessing data to show progress.  
• Speaking the boss’s language. How to tie social media to ROI [yes, they’ll ask. ].  
  

Andre Hidalgo

Associate State Director of Social Media

AARP

11. 15-11. 45 A. M

CASE STUDY

Multichannel Newsjacking. New Ways to Insert Your Brand into Timely Conversations

Newsjacking, the traditional practice of piggybacking on timely news stories by infusing your brand into the larger narrative, has transformed. It’s no longer a media relations play. It’s now a multichannel strategy involving paid and editorial to social media and more. See how it’s done when Ernst & Young shares how it developed and refined a segment with CNBC that features brand leaders and experts. You’ll learn

• How to select the topical issues that best fit your brand [social listening helps. ]
• How to groom your SMEs for media interviews and going live on social
• Examples and new ideas to create and amplify a content library articulating your newsworthy perspective — from online videos and executive Q&As to white papers and more
• Smart ways to share and seed these assets across digital mediums
• How to parlay press coverage into a longtail play to drive engagement

Allison Carter

Executive Editor

Ragan Communications and PR Daily

Mike Rucker

VP, Creative Director

NBC News Brand Studio

Lainey Johnson

Head of Brand and Paid Media, Americas

Ernst & Young

11. 50 A. M. -12. 20 P. M

Deeper Social Media Connections in the Trust Era. WHO’s Pandemic Lessons to Unlock Loyalty [on Main Stage]

You can’t buy trust — you must build it, as the World Health Organization [WHO] successfully set out to do these past few years during the pandemic. At this session you'll hear how WHO is creating deeper social media connections grounded in a more authentic, transparent people-first strategy

You’ll learn

• Trust factors today — and how they can boost your social media engagement
• People-first strategies for personalizing the brand. How to prepare leadership and experts to become trusted voices — not just “talking heads. ”
  
• Transparency tools and channels. Integrating live video and audio to build trust
  
• How to leverage measurement tools to   to reframe your messaging to build trust.  

Aleksandra Kuzmanovic

Leadership Social Media Manager

World Health Organization [WHO]

@KuzmanovicA

For Employee/Internal Comms

 .  

Thursday, March 16

10-10. 30 A. M

Fostering Feedback. Formats for Constructive Conversations

When the world changed in 2020, we were forced to change with it and pivot our approach from always needing to have an answer to learning how to ask the right questions and, most importantly, listen to our people. In this session, we’ll look at the strategies for surveys, active listening and other tried and true ways to collect employee feedback with a focus on what to do when engagement falls flat

You’ll learn

• Strategies for launching pulse surveys with the optimal cadence and length to keep engagement high
• Tips for preparing people managers to hear individual employee concerns and escalate feedback when appropriate
• Strategies for moderating difficult conversations around interpersonal conflicts, personal struggles and more that build trust and create a sense of belonging
• Considerations for employee resource groups that give participants a voice and communication channel with executive support

Cat Colella-Graham

Adjunct Professor

St. Francis College

10. 30-10. 40 A. M

Lightning Talk

10. 40-11 A. M

Networking Break

11. 00-11. 30 A. M

Designing an Intelligent Intranet and Internal Social Strategy

As the hybrid workplace shows no signs of fading, the software and tools you use to communicate with employees should constantly be reassessed, refined and ready to change when business operations evolve and employee engagement fluctuates. In this session, we’ll examine the most common issues with intranets and internal social networks that impact employee engagement with a focus on how to reach all equally – from remote employees to deskless workers and everyone in between

You’ll learn

• Fixes to the design/structure of your intranet and internal social networks that positively impact user experience
• Best practices for crafting pulse surveys and collecting feedback on your internal social networks
• Strategies for crowdsourcing content on internal channels with the right hashtags and CTAs

Shannon Iwaniuk

Director, Internal Communications

Alcon

11. 45 A. M. -12. 15 P. M

Thoughtful Thought Leadership on LinkedIn

While you may recognize the value of our organization's leaders and experts crafting thought leadership, doing it right requires a good amount of work to happen before rushing right into it. In this session, we’ll explore some best practices from LinkedIn for identifying the right thought leaders that align with your goals to help shape the topics, content and cadence for your thought leadership

You’ll learn

• The latest research and insights on LinkedIn to help you better understand the audiences you can activate and how
• How to take a goals and outcome-based approach to your thought leadership strategy with a focus on audience
• Strategies for figuring out what topics align with your brand and the right execs
• Tips for using LinkedIn can help you uncover data—with the help of an analyst or without

Nicole Moreo

Head of Customer Insights

LinkedIn

1. 45-2. 05 P. M

Lightning Talk

2. 15-2. 45 P. M

PANEL

From Activists to Advocates. Turning Your Internal Critics Into Brand Champions

Employee activism gets a bad rap, as the phrase is a misnomer for those who are speaking out against the practices or behaviors of your organization, leaking information and more. In this session, we’ll look at what it takes to address those internal critics directly with accountable, transparent dialogue that can transform those posing reputational risks into drivers of positive corporate change

We’ll discuss

• Recent examples of employee activism that could have been addressed sooner through employee advocacy
• How to revise your employee ambassador program to include those who are most vocal and outspoken
• Ways to process negative feedback that empower employees to drive positive change
• Strategies to remind employees of policies around leaking confidential, proprietary information

Justin Joffe

Editor-in-chief

Ragan Communications

@joffaloff

Sara Whitman

Chief People Officer

Hot Paper Lantern

Mia Blessing

Public Affairs Lead and Internal Team Leader

NASA

3-3. 30 P. M

Your Rx for Socializing Wellness at Work. Workplace and Intranets

Social media at work can improve employee recognition and engagement, inspire good lifestyle and healthy choices, improve co-worker relationships — and showcase or share your mental health resources. In this session, we’ll look at ways to refine your internal messaging channels and events to make them a jumping-off point for mental health conversations and literacy, while preparing managers to offer individual support

We’ll discuss

• Strategies for destigmatizing wellness and mental health conversations through a steady cadence of resources on internal social channels and intranets
• How to promote benefits and learning and development opportunities as part of your employer brand to socialize well-being and encourage participation
• Tips of language and questions for managers to engage their direct reports around wellness during check-ins
• How to partner with HR on identifying warning signs and patterns in employee behavior to help employees as needed

Stacie Barrett

Director of Internal Communication

Domino's

@StacieB

3. 45-4. 15 P. M

CASE STUDY

How to Lean Into Video to Build Audience Trust

When the world changed in 2021, most companies had to revamp social strategies overnight and figure out fresh ways to engage audiences with snackable content, educational information and other resources to build trust. This case study will share how one company revamped its visual storytelling approach and embraced video to deepen relationships, dispel information and put culture front and center

Tod Plotkin

CEO/Founder

Green Buzz Agency

@GreenBuzzAgency

Ellen Gerstein

Senior Director, Content Strategy & Engagement, Corporate Affairs

Pfizer

@elleinthecity

4. 15-4. 45 P. M

Peep-To-Peer Roundtable Discussions [Track 1 - Main]

Nothing quite like ideating and sharing with your peers. You and your tablemates will have the chance to discuss topics, including. Data/measurement, Design, Influencer Strategy, DE&I, ESG & Purpose, Crisis/Change Comms, AI, Metaverse, and much, much more

Friday, March 17

9. 45-10. 15 A. M

Communicating Change on Social Media

With every instance of employee turnover, merger and acquisition, brand crisis, and more, your organization faces pressure to manage the change proactively, communicating its impact on business and the stakeholders most closely affected. In this session, we’ll look at what it takes to communicate changes on social media and other 24/7 channels

You’ll learn

• How to determine when to deploy a social strategy to communicate change and when to hold back
• Tips for using empathetic language that puts people at the front and center of your message
• Strategies for partnering with legal counsel to craft language that feels human but protects your org from blowback
• Social listening and response tactics for mitigating misinformation, disinformation and bad actors who post about your news

Katie Walsh

PR and Social Media Specialist, Graduate Candidate

Magas Media Consultants

Jennifer Magas

Assistant Professor of Practice

Texas Tech University

10. 15-10. 35 A. M

Networking Break

10. 35-11. 05 A. M

Elevating Your Executive Comms

In today’s landscape of reputational minefields and looming crises, employees and external audiences alike look at the words and behaviors of leaders as models for what an organization believes and practices. When the messages your executives share internally can become external news in an instant, it’s crucial that your executive messaging strategy includes comms, marketing and social media pros alike

We’ll explore

• What research says about the most effective platforms and mediums for executive comms, from LinkedIn posts and podcasts to blogs and micro-sites
• Tips for coaching your leaders and executives to speak with intention for maximum social impact and stay on message in town halls, social media posts and more
• Strategies for crafting ‘mixternal’ executive comms that can are safe to share internally and externally
• Tactics for mitigating reputational damage when an exec goes off message on social media

Deanna Stevens Ulrich

Associate Director of Digital Content

Kent State University

11. 15-11. 45 A. M

PANEL

Presenting a Purposeful Employer Brand on Social

When several studies show that current and prospective employees are happiest at organizations with a strong, identifiable sense of purpose, it’s crucial that your employer brand reflects it. In this session, we’ll share strategies for infusing purpose into your recruitment content, employee storytelling and executive communications with inclusivity and authenticity at the center of it all

We’ll explore

• How to partner with HR, marketing and other departments to infuse benefits, upskilling opportunities and other culture perks into your employer brand
• Tips for respectfully sourcing, sharing and celebrating inclusive employee stories from internal channels
• Strategies for walking the line between sharing aspirational corporate commitments and tangible, measurable successes
• New and innovative trends in employer branding including Alumni Networks and more

Justin Joffe

Editor-in-chief

Ragan Communications

@joffaloff

Lisa Claybon

Vice President of Corporate Affairs

Compass Group North America

Debra Helwig

Internal Comms Lead

Pinion

Vanessa Sain-Dieguez

Senior Director of Talent Attraction

Spectrum

11. 50 A. M. -12. 20 P. M

You can’t buy trust — you must build it, as the World Health Organization [WHO] successfully set out to do these past few years during the pandemic. At this session you'll hear how WHO is creating deeper social media connections grounded in a more authentic, transparent people-first strategy

You’ll learn

• Trust factors today — and how they can boost your social media engagement
• People-first strategies for personalizing the brand. How to prepare leadership and experts to become trusted voices — not just “talking heads. ”
  
• Transparency tools and channels. Integrating live video and audio to build trust
  
• How to leverage measurement tools to   to reframe your messaging to build trust.  

Aleksandra Kuzmanovic

Leadership Social Media Manager

World Health Organization [WHO]

@KuzmanovicA

REGISTER NOW

3+

DAYS

40+

SPEAKERS

30+

SESSIONS

50+

HOURS

Enjoy post-conference access to conference content for one year

Get Recognized

Each registration comes with a personalized Social Media Conference Certificate of Completion for attending

SPONSORS & PARTNERS

Want to become a sponsor? Get in touch with our team to discuss sponsorship opportunities

WHO SHOULD ATTEND?

You can’t afford to miss this if you work in

• Marketing
• Digital communications
• Media relations
• Corporate communications

• Social media
• PR
• Public affairs
• HR
• Branding

• Global communications
• Public information
• Internal communications
• Corporate affairs

THE COMPANY YOU'LL KEEP

BACK LIVE AND BETTER THAN EVER

Beyond the conference, enjoy exciting networking events, experiences, and all the magic Orlando has to offer

NETWORKING COCKTAIL PARTY

Mingle with colleagues, social media leaders and special Disney guests at this can’t-miss networking cocktail party

Join your peers and conference speakers for a networking party sprinkled with Disney magic. Enjoy great conversations and superb food and drink

LUNCHES ON THE LAWN

Looking to connect with colleagues on issues of shared interest? Or just get to know your colleagues over a great meal?

DISNEY MAGICAL EXPERIENCES

Extend your stay and receive

• Room block rates at Disney's Swan Hotel
• Discounted Disney World Park Rates

VIEW OTHER EVENTS THIS WEEK

PRICING

Join us for Ragan’s Social Media Conference

Advanced RateEarly Bird RateVIP RateRegular RateConference All-Access PassStandard$2,099$2,199$2,299$2,499Nonprofit/Gov/Edu$1,899$1,999$2,099$2,299Ragan Insider$1,849$1,949$2,049$2,249Conference Registration - IndividualStandard$1,399$1,499$1,599$1,899Nonprofit/Gov/Edu$1,199$1,299$1,399$1,699Ragan Insider$1,149$1,249$1,349$1,649Conference Recording$999$999$999$999

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