Who’s speaking?

Keynote SeSSionS

BreaKout SeSSionS include:

Scott PitaskyCorporate Vice President, Talent & Organizational Capability, Microsoft

Justina ChenFormer Executive Communications Manager, Speechwriter and Publicist for Robbie Bach, president of Microsoft’s Entertainment & Devices Division

Sonya SoutusSenior Vice President of Public Affairs and Communications, The Coca-Cola Company

Donna Itzoe Long, Verizon

Christi McNeill, Southwest Airlines

Valerie O’Neil, Starbucks

Julie Mossler, Groupon

Richard Pesce, Sprint

Dean Rodenbough, Hallmark Cards

Maria Ogneva, Yammer

Becky Brown, Intel

Case studies and proven strategies from:

Have you been trying to convince your c-suite to approve social media?

Want an intranet overhaul? one that uses the freshest tools to raise productivity and collaboration?

are you sick of hearing about measurement theory? eager for practical studies from organizations that are doing it well?

are execs telling you to get the company on Facebook, twitter and every other social medial tool?

do you want to destroy workplace silos to improve internal and external communications?

do you want a vibrant company blog that employees comment on and alert others about?

are you trying to re-energize workers after layoffs, salary freezes and tough times?

Want to score big media coverage and build relationships with influentials?

under pressure to build a passionate social media team—fast?

Getting traditional and non-traditional communications ready for a crisis (before it hits)?

. . . the answers you need are at Microsoft on sept. 14–16!

Presented by: Sponsored by:Hosted by:

• The Coca-Cola Company

• Southwest Airlines

• Microsoft• Yammer• Intel• Starbucks

• Sprint• Hallmark• Verizon• Groupon

Ragan Communications presents: An event hosted by

Employee Communications,PR AND Social Media Summit

THE THIRD ANNUAL

A best pract i ces conference for corporate communicators

S e p t e m b e r 1 4 - 1 6 , 2 0 1 1 • M i c r o s o f t W o r l d H e a d q u a r t e r s i n R e d m o n d , WA

This old communications

dog learned several new tricks despite 25 years

in the biz.

The atmosphere at your conference, along with some time away from the office, gave

me a lot of inspiration. It was also nice to be with peers who

struggle with so many of the same issues.

I enjoyed the fact the conference was held at Microsoft and the opportunity to sneak ‘behind the curtain’

of their headquarters.

Many times you go to conferences and

you don’t bring back anything. This one was

different and provided a lot of dynamic speakers who were engaging and provided topics that you

care about.

RAVe ReVIewS fRoM pAST eVenTS:About Microsoft’s campusthe Microsoft corporate campus in redmond, Washington, is more like a park than a corporate headquarters. it’s surrounded by trees, has its own lake, and offers an abundance of recreation activities. about 41,500 employees work on this campus. our event will be held at Microsoft’s state-of-the-art conference center.

located just 13 miles from Seattle, you can head into the city in the evenings to Pike Place Market to see the famous fish throwers or take an elevator ride to the 520-foot-high observation deck in the Space needle. or, grab a coffee at the original Starbucks, opened in 1971!

Thursday, sepT. 15 • 12:30 p.m.–1:15 p.m. • Luncheon

Panel of experts: How Microsoft turns social media into sales Grab your notepad, and get ready to take away some invaluable insights from our star-studded panel of Microsoft experts. they will share practical ideas that you can use as soon as you get back to the office!

Thursday, sepT. 15 • 5:30 p.m.–7 p.m.

Conference Cocktail Party, courtesy of Microsoft

Join your colleagues to network and unwind at the Microsoft Visitors center. experience the latest products and technologies from Microsoft, including Xbox360, Windows 7, Kinect, Bing, Windows Phone and much more. explore the vision, products, culture and history of Microsoft close-up. enjoy drinks, appetizers and great conversations with your peers and conference presenters.

Great new conference feature—Microsoft Tag!

Microsoft tag is a 2d bar code that connects almost anything in the real world to information on your mobile. you will be able to scan tags from your smart phone to instantly receive conference information such as maps, speaker contact information, updated agendas and more!

you will need to download the free tag reader in order to use this on your mobile device at the conference; visit http://gettag.mobi on your mobile phone browser.

Get the free mobile app athttp:/ /gettag.mobi

2

Meet the industry thought-leaders who will show you best practices in employee communications, PR and social media

ChRisti MCNeill serves as an online spokesperson for Southwest Airlines, the nation’s largest airline in number of domestic customers boarded. Christi specializes in emerging and social media

strategy. In addition to her online media relations duties, Christi works as the “voice” behind the Southwest Airlines Twitter account (@Southwestair) and Facebook account (www.facebook.com/southwest).

DeaN RoDeNbough is the Corporate Communications Director at Hallmark Cards. Dean is responsible for internal communications, including strategic

communications counsel, planning, tactics and measurement. His team’s accountabilities also include trade media relations and communication to Hallmark’s independently owned network of retail stores.

As Vice President, Global Partner Communications & Engagement, ValeRie o’Neil enhances communications and community

engagement with Starbucks employee partners across the globe. She and her team direct the partner news agenda, messaging and channel management. Valerie joined Starbucks in June 2006 as Director, Corporate and Issues Management, Global Communications.

Maggie Fox is the founder and CEO of Social Media Group, one of the world’s most highly respected independent agencies, helping business navigate the social Web. A pioneer in its field, Social

Media Group has developed social media strategies for some of the best-known brands in Europe and North America.

C.C. ChaPMaN is a leading expert in online marketing and social media. His work has broken new ground and won awards for clients such as HBO, American

Eagle Outfitters and The Coca-Cola Company. He is the founder of Digital Dads and the host of the popular podcast “Managing the Gray.” His first book, Content Rules, was just published.

MaRia ogNeVa is the Head of Community at Yammer, the enterprise social network used by 100,000 organizations, including more than 80

percent of the Fortune 500. At Yammer, she is in charge of social media and community presence and engagement, content creation and internal process and training. You can follow her on Twitter at @themaria, her blog, Yammer at @yammer and the company blog.

MiChael bRito currently works for Edelman Digital as a Vice President and leads the digital team in Silicon Valley. He provides strategic counsel, guidance

and best practices to several of Edelman’s top global accounts. Previously, Michael worked for HP, Yahoo! and Intel and was instrumental in creating social media programs and campaigns emphasizing authenticity and long-term relationships.

Rob PoetsCh is the principal of Rob Poetsch Consulting Group, where he creates award-winning communications programs for national brands. He serves

as a communications consultant to consumer brands including Taco Bell, A&W Restaurants, Belkin International, Einstein Bros. Bagels, Lexus, Northern Trust and Yum! Brands. Before starting his own consultancy, Rob served as Director of Public Relations at Taco Bell Corp., a subsidiary of Yum! Brands, Inc.

baRbaRa WilliaMs joined Microsoft’s Worldwide Marketing Excellence team as the Mobile Marketing Global Practice Lead, a new position to help build mobile-

marketing capability for the company’s thousands of marketers in 51 countries. These marketers sell diverse brands targeting both consumer and commercial audiences.

ChRistiNa KeRley is a high-energy, highly engaging marketer known simply as “CK.” She guides companies through today’s fast-paced, forever-in-flux business

landscape. Her expertise in strategy, social media and mobile marketing creates real business change, and bolsters the customer relationships critical to ROI.

beCKy bRoWN joined Intel in 1992 and brings more than 19 years of experience in sales, marketing and product development. As the Director of Social Media, Becky

manages Intel’s global strategy, framework, and the tools that measure social activation in all parts of Intel. Her team sets the social media agenda and social media governance by distributing documentation to Intel employees and by training them.

Julie MossleR is Groupon’s Director of Communications. As the company’s first PR hire, in two years Julie has played a critical role in developing the

company’s communications strategy and building an international PR department. Major press coverage generated by her team includes cover stories by Forbes and Entrepreneur.

beth goza is a self-described gadget-loving, game-playing movie junkie who reads, skis, knits, sews and spends far too much time on the Internet. She changed

careers after three years of teaching high school English to join Microsoft in 1998. In 2005 she left Microsoft, and after a five-year detour to exotic locales, Beth has returned as Senior Marketing Manager for Windows Phone social media and community programs.

RiCh PesCe is responsible for leading and developing Sprint Nextel’s external social media strategy and campaign implementation. In this role he helps

develop innovative social media communication campaigns that support the advancement of Sprint’s corporate reputation as well as communications supporting Sprint products and services.

JaCKie MitChell leads marketing and communications for American Red Cross of Greater Chicago and serves as a Red Cross national media spokesperson by virtue of

Red Cross deployment.

MaRK sChuMaNN, Past Chair of IABC, is the winner of 17 Gold Quill awards from the Association. He is the co-author of Brand for Talent and Brand

from the Inside and blogs at www.acommunicatorsview.com.

MaRy ReNouF has more than 13 years of digital marketing experience in the entertainment industry and oversees social media for Xbox. She has won numerous

awards for her social media initiatives during her time in professional sports and while with adidas, and in her first year with Xbox has seen over 1000 percent growth in its social following.

Rob WolF is the Social Media Manager for the Microsoft parent brand. In this role, he oversees the Microsoft accounts on Facebook, Twitter, and YouTube. Rob has

been involved with consumer marketing at Microsoft since 1995, including roles in MSN, gaming, and retail marketing. Outside of Microsoft, Rob created and launched a series of children’s DVDs and CDs, which he markets and sells through social media.

Over the past 15+ years, Matt FleCKeNsteiN has leveraged his product marketing and product management skills to help technology

companies build new technology products, and launch innovative digital marketing campaigns. Currently, Matt is the Director of Customer Relationship Marketing for Microsoft Office.

JessiCa JeNseN is the Social Media Lead for Microsoft Windows working closely with Facebook, Twitter and YouTube channels as well as the global integrated

marketing organization on all Windows campaigns. Jessica started her marketing career on the ad agency side of the business, spent two years in business school at Pepperdine and then went on to become a Brand Manager for Nestle.

DoNNa itzoe loNg is Director of Employee Communications at Verizon, where she leads the online communication strategy and oversees the company’s intranet.

betsy aoKi is a 15-year veteran of Web technology and online community applications. Mary Jo Foley of CNET called her a “Microsoft Woman to Watch” for

her work in launching Microsoft’s corporate blogging platforms, the Live QnA consumer question-and-answer site, and the Xbox Live Indie Games platform (now found under AppHub). Lured to the marketing side for Bing, she devised its social media strategies for launch and launched the education reform platform, http://www.bing.com/redu

Pre-Conference WorkshopsWedneSday, SePt. 14

9 a.m.–11 a.m.

Social media tools for Pr professionalsHave you defined your organization’s social media strategy but aren’t certain which tools will help you meet your goals? are you overwhelmed with all the social media noise? do you need help pinpointing specific, effective tools for your public relations? if so, this workshop is for you.

Pete codella will walk through at least two dozen social media tools that will help you harness the power of social media in your Pr strategy. He’ll explain how these incredible social platforms can improve your career, expand your reach and simplify your life. When the presentation is over, you’ll be the one with all the answers. you’ll learn how to:

• monitor what’s being said on Twitter using rss and third-party applications

• automate Twitter status updates and the people you follow• manage your agency, your client or your company’s online

communication and marketing• set up an rss reader to stay current on what’s being said about

you, industry news and trends• optimize your Facebook page for business• understand how your sites stack up when it comes to traffic

and search engine optimization• Generate and read a Google analytics report• search blogs for comments and commentary then subscribe to

the rSS for that search so you only have to do it once• Grade your website and attend to actionable items to boost

your traffic and sales• set up a Lifestream to aggregate your content from multiple

platforms to just one site• update all your social media sites from one location

Pete Codella is accredited in public relations. He runs Codella Marketing (http://codellamarketing.com), created the newscactus online newsroom software and co-hosts the “online Pr” podcast. Pete is co-author of integrated Marketing in the digital World. He has developed and taught public relations and social media courses for unlV, uci and the university of utah. He’s a veteran award-winning, strategic business communicator. Pete is a sought-after consultant and presenter who leads workshops and webinars on all things related to social media and public relations. He blogs at Petecodella.com and can be found on twitter at @codella.

12:30 p.m.–2:30 p.m.

Strategies for effective leader and manager communication improving leader and manager communication is not merely a feel-good exercise to create happy employees. it’s an investment to improve business performance. it requires a strategy that includes clear objectives, metrics for success and strong accountabilities. our most powerful lever in communication is leaders and managers. an employee’s connection with his or her manager is crucial to that employee’s engagement and satisfaction. For managers to be great at communicating with their teams, they need to get the same from their managers. this presentation will provide communication professionals with a holistic view of leader and manager communication. Barbara Fagan-Smith, ceo of roi communication, will share:

• The business case for effective leader and manager communication

• an overview of key strategies and tactics for effective leader and manager communication in large organizations

• examples and best practices of effective communication strategies from leading corporations

• how to provide the support and tools for your managers to talk with their teams

Barbara Fagan-smith is the founder and ceo of roi Communication, a communications consulting firm helping large organizations succeed in times of change. Building on more than two decades of experience in corporate communications and journalism, she works with Fortune 500 companies to develop communication projects. Since its launch in 2001, roi communication has worked with many clients, including Hewlett-Packard, adobe Systems, Pacific Gas & electric, caterpillar, Wachovia, cisco Systems, Gap inc., the Home depot, chevron, Symantec, Microsoft and Walgreens. roi communication has won multiple awards in the communications industry.

3 p.m.–5 p.m.

curation: the new communications responsibilitya search for “information overload” produces more than 6 million results on Google. according to new-media professor and author clay Shirky, however, the problem isn’t information overload. “it’s filter failure.” the filter that cures information overload has arrived. it’s an emerging field called content curation, and is fast becoming a core communications responsibility. in this fascinating session, online communications specialist Shel Holtz will introduce you to your new role as a curator of content. you’ll learn:

• how content curation applies to internal communications as well as external audiences

• The various approaches to curation• The tools that exist today that automate part of the process• how businesses are curating content right now• Why content curation is critical and how to do it

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.4

Keynotesthursday, Sept. 15

9:15 a.m.–10:15 a.m. oPeninG Keynote

today’s new hires are tomorrow’s brand ambassadors: engagement from day oneyour workforce lives much of their lives online. it’s where they find information, good and bad, about prospective employers. companies must have a positive online image and a strong employer brand in their recruiting strategies to engage top talent. this session will present effective ways to recruit, attract and retain talent, incorporating the best traditional methods with newer digital-world techniques:

• using a strong employer brand to attract talent

• Get branding right before new hires come on board

• offer opportunities for all to become brand ambassadors

• design online tools that engage and connect throughout the employee lifecycle

• Build a culture that cares—giving back where you work and play

as Corporate Vice President of Microsoft’s talent & organizational Capability group and a member of the Hr leadership team, scott Pitasky leads the company’s

global staffing, workforce planning, development, talent management and learning. in addition to leadership roles at amazon.com, iQuantic and allied Signal, Scott has also consulted at citicorp. Scott is a member of the Michigan State university advisory Board, the corporate leadership council’s talent Management council, the university of Southern california center for effective organizations and the Board of directors for Make-a-Wish Foundation® of alaska, Montana, northern idaho, and Washington. Scott holds a B.S.e. in Finance and Management from the Wharton School at university of Pennsylvania.

thursday, Sept. 15 4 p.m.–5 p.m. SPecial Keynote

the heart of storytelling: transforming customers into community membersGreat storytelling creates memorable, heartfelt communications that transform customers into a loyal and passionate community. the former speechwriter for the President of entertainment at Microsoft, Justina chen (also an award-winning novelist), will draw from speeches she has written—spanning talks from small gatherings of influential media people to arena speeches before audiences of 40,000 employees—to lay out the creative process of crafting relevant and riveting content.

in this practical and inspiring session, you’ll learn how to:

• create corporate mythology that connects your employee audience passionately to your company mission with verbal and visual narratives

• determine your company’s unique superpowers and kryptonite (aka strengths and weaknesses) to develop a compelling story arc

• maximize the effect of your communications with a strategic “editorial calendar”

• connect powerfully to your audiences with a rich narrative woven with proven storytelling devices

• shape your voice and personal story into powerful narrative so your audience remembers your message

Justina Chen is the former executive Communications Manager, speechwriter and Publicist for the President of entertainment at Microsoft. Her speeches

were lauded as “almost single-handedly changing the way we think about executive communications at Microsoft. Her work has been a staggering reminder of the power of exquisite storytelling.” Justina’s distinct and effective storytelling style draws from her experience as an award-winning novelist. Most recently, her novel, North of Beautiful, was named a Best Book of the year by Kirkus reviews and Barnes & noble.

Friday, Sept. 16 11:30 a.m.–12:30 p.m. cloSinG Keynote

the “secret recipe” to building brand love and improving reputationnorth america is the coca-cola company’s flagship market. in 2010, the company executed one of the largest vertical integrations in u.S. history when it completed the acquisition of the north american operations of its bottling partner coca-cola enterprises. the integration created a new organization that employs more than 65,000 employees and generates nearly half of the company’s global revenue—and it also created new challenges and opportunities for the north american Public affairs and communications function.

as coca-cola celebrates its 125th anniversary this year, Sonya Soutus, Senior Vice President of Public affairs and communications for the coca-cola company in north america, will share some of her insights in how her function is helping lead the company through tremendous change.• Learn about coca-cola’s holistic

approach to improving the reputation of a brand and company that’s 125 years “young.”

• discover how public affairs and communications leverages the company’s brands and partnerships to build brand love and advocacy, community by community.

• hear case studies on how public affairs is on the forefront of connecting directly with consumer and opinion shapers.

• Learn how coca-cola persuades more than 65,000 employees in north america to serve as advocates for the company and its brands.

sonya soutus has more than 25 years of broad-based international public affairs and communications experience. She is currently the senior Vice President of

Public affairs and Communications (PaC) for the Coca-Cola Company north american Business unit, which includes both coca-cola refreshments and coca-cola north america.

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tracK 1best Practices in internal Communications

thursday, Sept. 15

9 a.m.–9:15 a.m.

opening address with Mark ragan

9:15 a.m.–10:15 a.m.

opening Keynote with Scott Pitasky(see details on page 5)

10:30 a.m.–11:30 a.m.

How Verizon integrated content with work tools to make its intranet indispensable to employeesintranets have evolved from document storage cabinets to self-service tools to collaborative spaces to enterprise information portals. Few intranets have taken the next big leap, to consolidate interfaces of tools, services, and information. these networks integrate all the elements of the best intranets with status updates, voice- over internet Protocol (VoiP), data visualization and more. Verizon’s interfaced intranet was recently recognized as one of the best by Jakob nielsen. Verizon’s donna itzoe long will demonstrate advanced features of the Verizon intranet while Shel Holtz explores the elements of a world-class intranet. in this session, you’ll learn:

• how Verizon has produced individual, productivity-based home pages for each employee

• Verizon’s journey from multiple intranets to one unified experience, balancing each business group’s need for its own personality with the need for one intranet

• Why integrating content with work functions makes the intranet more appealing to employees

• how Verizon has made its intranet navigable by voice commands on a voice portal

donna itzoe long, director of employee communications, Verizon

shel holtz, Principal, holtz Communication + technology

11:45 a.m.–12:30 p.m. • Lunch

12:30 p.m.–1:15 p.m.

Panel of experts: How Microsoft turns social media into salesGrab your notepad, and get ready to take away invaluable insights from our star-studded Microsoft panel. they will share practical ideas that you can use as soon as you get back to the office!

Betsy aoki, Sr. Program/Product Manager, Social Media, Microsoft Corporation

Beth goza, Sr. community Manager, Microsoft Corporation

Mary renouf, Microsoft Corporate

rob Wolf, Social Media Manager, Microsoft Corporation

Matt Fleckenstein, director of customer relationship Marketing, Microsoft office

Jessica Jensen, Social Media lead, Microsoft Windows

Ben rudolph, Microsoft’s Pc evangelist, Microsoft PC

1:30 p.m.–2:30 p.m.

Southwest airlines: nuts about online communicationa blogger once wrote that Southwest airlines was riding the blogosphere “like a wild horse.” ask anyone on the Southwest communication team, and they’ll agree that it has been a wild ride. For more than four years, Southwest airlines has navigated the uncharted territory of social media—first, with its award-winning corporate blog, nuts about Southwest; later with tools such as twitter, youtube and Facebook; and, most recently, with the launch of an employee blog.

along the way, Southwest has experienced both highs and lows, but they keep saddling up for more. From virtual riots to an industry crisis, Southwest has learned how to leverage today’s social media tools to successfully support company needs and meet customer expectations. through real-life case studies and examples from the last four years, Southwest will show you how they have effectively made, managed and maintained successful online communities and share every lesson they’ve learned along the way. attend this session and you will learn how to:

• revolutionize traditional pr strategy for the online world • sweet talk execs int.nfluentials • Leverage social media in a crisis• Woo and leverage online influencers• control employees online without stifling the spirit

of social media

Christi Mcneill, online spokesperson, southwest airlines

2:45 p.m.–3:45 p.m.

100 years of Hallmark: How to keep your employees engaged, energized and excited decade after decadeHallmark is in the business of commemorating special and everyday occasions. So when the company celebrated its 100th anniversary, the corporate communications team tapped into employee pride and company loyalty to maximize the effect of this milestone. dean rodenbough, corporate communications director, will share how a year-round program led to improved employee engagement and renewed confidence in the company’s future. in this session, you’ll learn how to:

• align your celebration with your business or brand priorities • set a celebratory tone that is appropriate for your business or

organization’s climate • Listen to employee ideas so everyone feels involved

6

• strengthen the impact of your celebration through branding

dean rodenbough, corporate communications director, hallmark Cards

4 p.m.–5 p.m.

Special Keynote with Justina chen (see details on page 5)

5:30 p.m.–7 p.m.

conference cocktail Partycourtesy of Microsoft

Friday, Sept. 16

9 a.m.–10 a.m.

care and feeding of the ceo: How a communicator in the social media world can support and maximize the impact when a ceo communicatesin any organization, anywhere in the world, employees hunger for connection with the ceo. People simply want to know, “where we stand, how we’re doing, what we’re trying to do, how my job fits in and if you notice how i am contributing.”

So how can social media hurt or help this effort? How can a ceo maximize the opportunities for connection? and what difference can a supportive, and realistic, communicator make to create ceo connections?

in this lively, fun and insightful session, d. Mark Schumann, aBc, counselor to more than 100 leading ceos over the past 30 years, shares what he has learned along what can be a bumpy yet productive road. Specifically he will address:

• how every ceo must communicate to engage with employees• What prevents many a ceo from maximizing these

opportunities• how the communicator must realistically support the ceo• how this support must include (and respond to) the realities of

the ceo’s ego• how ceo communications must (and must not) change in the

social media world

Mark schumann, Past chairman, international association of Business Communicators

10:15 a.m.–11:15 a.m.

employee engagement during tough timesover the last three years, when many companies failed, Starbucks, one of the most recognized global brands, transformed itself. this success was in large part due to its partners (its employees). Valerie o’neil, Vice President of Global Partner communications & engagement, will share how the company survived and now is poised for strong growth. during this session, you will learn:

• Ideas for successful communications during big change• Insight into the unique starbucks partner experience• The advantage of making employees the first to hear

important company announcements• how to use social media and video effectively in employee and

leadership communications

Valerie o’neil, Vice President, Global Partner communications & engagement, starbucks

11:30 a.m.–12:30 p.m.

closing Keynote with Sonya Soutus(see details on page 5) 7

best Practices in social Media Communications

thursday, Sept. 15

9 a.m–9:15 a.m.

opening address with Mark ragan

9:15 a.m.–10:15 a.m.

opening Keynote with Scott Pitasky(see details on page 5)

10:30 a.m.–11:30 a.m.

the art and science of scaling social mediaBringing together earned social media and paid media can generate a perfect storm of credibility and reach—the Holy Grail of the social web. earned media is incredibly expensive, and it’s difficult to get it to a mass audience, regardless of how credible it is. Paid media reaches tons of eyeballs, but does it really win hearts and minds? Social Media Group has worked with clients on a number of programs to marry the two using social ad platforms like twitter, digg, outbrain and others. in this session, you will learn:

• how the social web has totally disrupted online advertising—and why

• What paid media is, and how it works• how it can be used strategically to reignite conversations about

important issues• Why you must think about content differently, making it “good

enough to steal”• how to generate click-through rates that blow display ads out

of the water

Maggie Fox, founder and ceo, social Media group

11:45 a.m.–12:30 p.m. • Lunch

12:30 p.m.–1:15 p.m.

Panel of experts: How Microsoft turns social media into salesGrab your notepad, and get ready to take away invaluable insights from our star-studded Microsoft panel. they will share practical ideas that you can use as soon as you get back to the office!

Betsy aoki, Sr. Program/Product Manager, Social Media, Microsoft Corporation

Beth goza, Sr. community Manager, Microsoft Corporation

Mary renouf, Microsoft Corporate

rob Wolf, Social Media Manager, Microsoft Corporation

Matt Fleckenstein, director of customer relationship Marketing, Microsoft office

Jessica Jensen, Social Media lead, Microsoft Windows

Ben rudolph, Microsoft’s Pc evangelist, Microsoft PC

1:30 p.m.–2:30 p.m.

How to build a passionate social media team: Who and what to look for and where to look when you create your teamit doesn’t matter if you are a single-person shop or the world’s largest brand. ignoring social media is over; you must get involved in social space. What skills do you need? What resources must be allocated? c.c. chapman has built social media teams for projects and clients and knows what must be done. He’ll cover the traits and skills needed and what to keep in mind when you set up your team. you’ll learn:

• The skills needed to create a passionate social media team• The key roles and dynamics required in your team• how to determine your social media objectives• how to best use your team once it’s in place• how to determine your social media success

C.C. Chapman, founder, digital dads

2:45 p.m.–3:45 p.m.

the Social Media customer: the Golden age of engagementSocial media has changed the way people engage with brands and how they expect brands to engage with them. every customer has a voice and what they say matters. customers expect to play an active role in your business and share ideas about products and services. Perhaps most importantly - they expect an immediate response when something goes wrong.

conversations about your brand are happening with or without your participation. you’ll learn how to:

• engage your social customer• empower your employee base to engage• draw conclusions from the social activity of your customers • understand the importance of being authentic, transparent,

and responsive

rich Pesce, Sr. Manager, Social Media communications, sprint nextel

4 p.m.–5 p.m.

Special Keynote with Justina chen(see details on page 5)

5:30 p.m.–7 p.m.

conference cocktail Partycourtesy of Microsoft

8

tracK 2

Friday, Sept. 16

9 a.m.–10 a.m.

enterprise social networking: Beyond the microblogWith the advent of social media, we all have 50 social networks to update and keep track of. Social networks are everywhere. are there really business benefits to connecting with your colleagues in that environment? absolutely!

the past couple of years have marked a trend toward “consumerization” of business applications; now, tools that help you do business look and feel like the tools you use to talk to your friends and family. Social tools in the enterprise aren’t just fun and games—they allow you to find and share information, to do real-time and asynchronous collaboration, to build culture and to work remotely. in this session you will see companies that use social networking to capitalize on:

• The benefits of an internally collaborative community• Innovation resulting from breaking down functional and

cultural silos• higher productivity due to sharing of critical information• saving money by eliminating duplicate work• Locating expertise instantly within your organization• preserving and building culture and cohesiveness• Better employee retention and career advancement• Best practices in starting and maintaining engagement

in your community, and gaining organizational buy-in• Building a culture of sharing and transparency• Integrating your community into your existing

business processes

Maria ogneva, Head of community, yammer

10:15 a.m.–11:15 a.m.

Five reasons why your social media strategy needs helptoday, companies create Facebook Fan Pages, twitter accounts and corporate blogs and think they are going to get their messages heard, believed and trusted. they fail to understand that in order to engage in social media with their external constituencies, they must learn how to collaborate internally with their teams. in this session, you’ll learn:

• Why social media is more than just Twitter, Facebook and yammer or Socialcast

• That to get community engagement, you must plan and listen FirSt

• That internal silos prevent effective external communications• That believable storytelling is the only way to get consumers

to absorb your messages

Michael Brito, Vice President, edelman digital

11:30 a.m.–12:30 p.m.

closing Keynote with Sonya Soutus(see details on page 5)

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best Practices in PR and Marketing Communications

thursday, Sept. 15

9 a.m.–9:15 a.m.

opening address with Mark ragan

9:15 a.m.–10:15 a.m.

opening Keynote with Scott Pitasky(see details on page 5)

10:30 a.m.–11:30 a.m.

How to navigate a crisis using a 360° approachyou’ve done all the preparation, and then the unimaginable happens: a crisis strikes. new communications platforms have dramatically influenced how organizations defend their business. rob Poetsch will share best practices of how taco Bell reacted to the class action lawsuit about its beef. in this session, you’ll learn how to:

• use the entire marketing function to create a powerful response

• align key internal audiences including c-suite executives• engage advocates to provide support and tell your story• embrace social media tools to get your message out fast• effectively monitor and evaluate your message

rob Poetsch, principal, rob Poetsch Consulting group

11:45 a.m.–12:30 p.m. • Lunch

12:30 p.m.–1:15 p.m.

Panel of experts: How Microsoft turns social media into salesGrab your notepad, and get ready to take away invaluable insights from our star-studded Microsoft panel. they will share practical ideas that you can use as soon as you get back to the office!

Betsy aoki, Sr. Program/Product Manager, Social Media, Microsoft Corporation

Beth goza, Sr. community Manager, Microsoft Corporation

Mary renouf, Microsoft Corporate

rob Wolf, Social Media Manager, Microsoft Corporation

Matt Fleckenstein, director of customer relationship Marketing, Microsoft office

Jessica Jensen, Social Media lead, Microsoft Windows

Ben rudolph, Microsoft’s Pc evangelist, Microsoft PC

1:30 p.m.–2:30 p.m.

Mobilize supporters and engage brand ambassadors—with few resourcesat the american red cross, social media and mobile marketing have expanded the ability to provide relief, clarify misinformation in the midst of disaster, rethink fundraising and mobilize people across borders. the red cross spends 91 cents of every dollar directly on relief and carries out its mission with a staff of more than 90 percent volunteers, so it feels at home in social media.

Jackie Mitchell shows how international relief and fundraising get done in social media and explains the remarkable bonds that form in a virtual community. you will be challenged to consider which risks you should be taking, and how to break new ground, regardless of how robust your social media strategy is. you will learn how to:

• mobilize people quickly using Twitter, Facebook and Foursquare

• deepen the loyalty of your fans and followers, and engage them as volunteer ambassadors for your business, organization or cause

• use research that reveals high-stakes assumptions your fans and followers make about your social media (i.e., most assume you listen to them and act on what they’ve said, especially in an emergency)

Jackie Mitchell, director of Marketing and communications, american red Cross of greater Chicago

2:45 p.m.–3:45 p.m.

Both sides of mobile-marketing: Business-to-customer and business-to-business best practicesBarbara Williams and christina Kerley (“cK”) will tell BotH sides of the mobile-marketing story using real-work examples and best practices. they will explain how mobile is different but equally important in B2c and B2B marketing, highlight case studies, and identify the must-do’s for both markets. Whether you’re in B2B or B2c, you’ll leave this session with new ideas, new rules and a new view on why mobile will improve your business. you’ll learn:

• Why mobile should be a core element of your marketing• The successes and lessons taught by real case studies• how early planning and collaboration can result in better roI • how to create experiences relevant to your target audience• how to use mobile to extend your brand

Barbara Williams, Mobile Marketing Global Practice lead, Microsoft Corporation

Christina Kerley (“cK”), B2B marketing specialist, CKB2B Marketing

10

tracK 3best Practices in PR and Marketing Communications

4 p.m.–5 p.m.

Special Keynote with Justina chen(see details on page 5)

5:30 p.m.–7 p.m.

conference cocktail Partycourtesy of Microsoft

Friday, Sept. 16

9 a.m.–10 a.m.

From “inside” to “outside”: intel scales its global brand through social mediathis year marks the 20th anniversary of the “intel inside” program, the ingredient branding program recognized throughout the world. in the last 20 years, intel’s marketing approach has changed as new media has emerged. Because people continue to spend their time on social media, intel has made it possible for our customers to have direct relationships with us in real time. in this session you’ll learn:

• how an organization with 80,000 employees approaches risk and opportunity

• Best practices from Facebook to youTube to Twitter and how to scale them globally

• how to measure what matters, and how to use the right tools for the right purposes

Becky Brown, director of Social Media, intel Corporation

10:15 a.m.–11:15 a.m.

World of Groupon: Pr and consumer marketing that don’t suckGroupon spends thousands of dollars on marketing stunts and crazy experiments without any clear tie to revenue. But the virility of its Pr campaigns has become a Web hit, gaining hundreds of millions of media impressions and helping Groupon retain its offbeat persona without giving the appearance of trying too hard. Groupon’s head of domestic communications, Julie Mossler, will walk you through some of its brand’s biggest hits and misses:

• Live off Groupon: If it’s a publicity stunt, own it• Things we don’t like• Taking advantage of the opportunity to delight and surprise• owning up to your mistakes

Julie Mossler, director of communications, groupon

11:30 a.m.–12:30 p.m.

closing Keynote with Sonya Soutus(see details on page 5)

11

Ragan Communications presents: An event hosted by

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with Shel Holtzlearn why content curation is critical and how it applies to internal communications as well as external audiences.

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CanCellations All cancellations are subject to a $150 service fee (per attendee). Before July 29, 2011, you will receive a refund of your payment minus the service fee. After July 29, 2011, your payment will be credited to a future Ragan event of your choice, minus the service fee. Registrants who fail to attend and do not cancel prior to the event are not entitled to a credit or refund of any kind. No exceptions.

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*All Access Pass includes registration to the main conference and all three pre-conference workshops.

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