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 lessons learned from true Social Media Masters. This conference series 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 special conference 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.

THE SCHEDULE

9:00am - 6:00pm

• Brand Resilience: Managing Risk and Recovery in a High-Speed World with Jonathan Copulsky
• Building Corporate Social Infrastructure with Sam Fiorella
• Corporate blogs: Trends, best practices and 10 ideas to make them not suck with Mark Schaefer
• Lessons from the Facebook Trenches: Thinking Beyond "Likes" with Matt Hicks
• Making Sense of Measurement with Candace Kemp McCaffery
• Mastering Mobile Marketing with Brandon Eley
• Online Community Building with Patrick O'Keefe

Session Detail

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

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.

Presented by: Jonathan Copulsky

Jonathan 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:

• The challenges that social communications will place on your workforce and business silos
• The needs, abilities and challenges of generational communications within the organization
• Cross-silo methodologies used to embrace and take advantage of the changes in how people communicate

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.

Presented by: Sam Fiorella

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.

CORPORATE BLOGS: TRENDS, BEST PRACTICES AND 10 IDEAS TO MAKE THEM NOT SUCK

Corporate blogs are mystifying, frustrating, time-consuming ... and perhaps one of the most powerful marketing weapons in your arsenal. In this fast-paced session, Mark Schaefer will discuss the solid business reasons to blog (even if nobody reads it!), current trends and best practices, the myths of community, and practical organizational tips to help your blog break through.

Presented by: Mark W. Schaefer

Mark is a globally-recognized blogger, educator, business consultant, and author who blogs at {grow}, one of the AdAge Top 50 blogs of the world. Mark has worked in global sales, PR, and marketing positions for nearly 30 years and now provides consulting services as Executive Director of U.S.-based Schaefer Marketing Solutions. He has advanced degrees in marketing and organizational development and holds seven patents.

Mark enjoys teaching social media marketing courses at several colleges and is a faculty member of the graduate studies program at Rutgers University. He is the author of The Tao of Twitter and is in the top 0.5% of "influencers" on Twitter.

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:

• Advanced features for managing and setting up your Page
• Developing a voice for your Page and creating the best mix of content
• How to compete for attention in News Feed
• Emerging opportunities beyond the Page and off of Facebook

Presented by: Matt Hicks

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.

MAKING SENSE OF MEASUREMENT

As time and resource investment in social media marketing increases, the management of the data that comes with it can be daunting: “Likes”, followers, comments, RSS subscriptions, click-thrus and more can create more questions than answers. What metrics matter in measuring success? How do you track them efficiently (and inexpensively)? And what do you so with the numbers once you have them? This session will focus on gaining greater insight into the performance metrics that matter, and direct attendees toward strategies that help them continually optimize the results of social media marketing. Walk away with new tools to refine your measurement program to meet the needs of clients ranging from small nonprofits to large corporations, and most importantly, how to use all the data you’re gathering to analyze and improve upon your efforts.

Presented by: Candace Kemp McCaffery

Candace is Senior Vice President and Director of Social Media & Interactive Services for Cookerly Public Relations, an Atlanta-based public relations agency. With more than 16 years’ experience, she manages a broad list of clients across a diversity of industries, from finance to non-profit, government to environmental. Her strategic counsel and creative services are designed to not only ensure that clients are taking advantage of the marketing and engagement opportunities that social media provides, but that programs are strategically aligned with overall marketing communications programs and deliver measurable results. Currently, Cookerly provides social media marketing and measurement support for clients including SunTrust Bank, The Clean Air Campaign and GasSouth. Candace has become a sought after speaker on social media topics and has presented to diverse audiences including the International Association for Commuter Transportation, Georgia Chamber of Commerce’s Georgia Environmental Conference and the Green Chamber of the South.

MOBILE MARKETING MASTERY

With the explosive growth of smartphone adoption, mobile marketing has matured into a medium most marketers should seriously consider. In this workshop, you'll learn about the types of mobile marketing, including SMS, display advertising, search marketing and location based marketing, and how they can be used both as independent marketing strategies and as a compliment to your current marketing campaigns, both online and traditional. We'll also look at emerging mobile technologies, such as QR codes and high capacity color barcodes, and how and when they should be used in your mobile marketing.

Presented by: Brandon Eley

Brandon is an Interactive Director, entrepreneur, author, and professional speaker. Brandon has 10 years of experience in online marketing and e-commerce from both the perspective of an e-commerce retailer and that of a consultant. As the Interactive Director for Kelsey Advertising & Design, a small-smart advertising agency with a strong focus on digital media, Brandon oversees interactive projects, online marketing campaigns and information architecture. Brandon is the co-author of "Online Marketing Inside Out," and frequently speaks about online marketing at conferences and organizations all over the country. He also co-authors the SitePoint Tribune email newsletter that reaches over 200,000 web professionals weekly.

Brandon is the owner of 2BigFeet.com, online retailer of large men's shoes, as well as several other websites and blogs.

ONLINE COMMUNITY BUILDING

The question isn’t whether or not you have a community. Your community – the people who love and support what you do – is out there. The question is how you engage with them. In this workshop, we’ll talk about community management and engagement in spaces you control and spaces you don’t, from Facebook and Twitter to forums and blogs. This is the art of community building on the web, both the good and the bad, steeped in real world experience.

Presented by: Patrick O'Keefe

Patrick is the founder of the iFroggy Network, a network of websites covering various interests. He has been managing online communities since 2000 and is the author of “Managing Online Forums,” a practical guide to managing online social spaces. He has been responsible for the cultivation of communities like phpBBHacks.com, KarateForums.com and PhotoshopForums.com.

He blogs about online community at ManagingCommunities.com, his favorite record label at BadBoyBlog.com and more at patrickokeefe.com. On Twitter, he’s @iFroggy. 

Venue

DoubleTree Suites by Hilton - Galleria 2780 Windy Ridge Pkwy Atlanta, GA 30339 Tel: 1-770-980-1900 Website | Directions

Hotel

Guests may book a hotel room at the DoubleTree Suites by Hilton - Galleria for $129 per night (standard hotel room). WiFi is included. To reserve your room, please contact Latoya Arnold at +1-770-980-1900 or send an email latoya [dot] arnold [at] ihrco.com with your name and your travel dates.

Please mention you are coming in for the Social Media Masters event to receive this discounted rate and she will be happy to assist you.

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Online sales for Social Media Masters Atlanta end on Wednesday, August 24th at 5pm PST. Same day registrations are welcome at a conference rate of $450.00 per person, and are subject to availability. 

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.