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Day 3 Conferences

Thursday, February 6, 2020

First Responders Track

10:00 am–10:40 am

Keynote: The PIO Role — From Traditional to Social

Mark Brady
Public Relation Manager/Chief Spokesperson/PIO

This presentation includes discussion and review of the traditional skills PIOs learned before the advent of social media.  For PIOs just coming to the market, traditional skills (like picking up the phone and calling an assignment desk, or scheduling lunch with a reporter) are often overlooked. 

While social media is a game-changer in how we perform our jobs, it’s vital to remember how important personal skills and relationship-building are in today’s PIO world. PIO Mark Brady will dive into the benefits of fostering traditional skills, along with ways he continues to infuse these skills into his social media and communications strategies. He’ll also review how media has changed over the years, its effect on PIOs, and what this means for your PIO career.

1:30 pm–2:10 pm

Case Study: Juggling Social Media Content and Branding in a Multi-Faceted Public Safety Agency

Pamela Walker
Director of Communications

Imagine being folded in to a new agency where a broad spectrum of the criminal justice system is represented—from the law enforcement officers or troopers who enforce the law to the division responsible for carrying out the order of the court for both adults and juveniles to the individuals whose job is to prepare the men, women, and children for their return to our communities.

Then add in two very different groups of people responsible for responding to disasters stateside or in some cases carrying out missions overseas. 

Throw in Homeland Security and you have an agency with one common mission of public safety, but many different uniforms and responsibilities. All the consolidated agencies had existing social media accounts before consolidation, but only a few of them were allowed to remain under the newly created agency. 

Hear how we approached this challenge and what’s worked well and what areas are still a work in process.

Session takeaways:

  • How to execute consistency with policy and brand reinforcement across multiple disciplines
  • How to leverage cross-promotion and buy-in from the agency’s highest level for success
  • Strategies to build your following through ground-level support


2:20 pm–3:00 pm

Keynote: "Beyond A Seat At The Table" - Considerations for Social Media Managers and Strategists

We all know the "enemies" of good brand management - from nasty reviews on Glass Door to the YouTube video of a shameful company event filmed and uploaded by an employee or hater. As strategic social media in corporate America enters its second decade in the workplace, it's time to move past debates about which team "owns" social media to actually empowering every employee to become a vanguard of our brand and a curator of our content. What is the tipping point...when we are exhibiting too much "personality" on social or digital platforms? How does our SM content align with corporate values?

In this session we will take a look at some emerging best practices for how to organize, train and deploy your team; social media policies that focus on conduct and don't conflict with employees rights to express themselves under NLRB rulings and cases in the news; and how to grow brand disciples inside and outside the organization, who can be deployed effectively and quickly to address any negative or emerging issues that compromise your brand. And...when it makes sense to stand still and say NOTHING!

At the end of the session, you'll be ready to:

  • Revisit your social media policy and look for ways to expand your Ambassador program - inbound content and who curates or captures and packages the "stories"
  • Make sure Communications hasn't created the silos we detest. Marketing, Product Teams - We are a key part of Operations. It's important that as reputation managers we examine every access point and all online behavior - do we address sensitive/negative information with the same enthusiasm we show for uploading our crazy lip-synch music videos?
  • Is the organization approachable, responsive, and timely? Is your social media and web persona the same? Finding the "sweet spot" in your digital communications so you are both popular and a respected source of information. Learn matrices that help you understand if people follow and engage because you're clever or if you're a trusted "news" provider. What is really moving the needle on what people what to hear about from you and what matters most to the organization?

Program D: Brand Awareness & Engagement

11:00 am–11:40 am

Establishing an Authentic Connection with Your Audience through Brand Storytelling

Emily Krassen
Senior Manager, Digital Video Strategy & Content
Erica Santiago
Digital Content Manager

Emily & Erica will highlight the importance of storytelling and identifying your goal audience(s) to help inform your digital & social content strategy. They will walk through the best practices for creating compelling content, “mining" for stories within your organization, and tips for pushing the boundaries creatively in a regulated industry. Learn ways to get buy-in across your company for the importance of digital content & social media, and learn ways to measure your success (and why “failure” isn’t a bad thing!).

Program E: Emerging Trends

11:00 am–11:40 am

Marketing in 2020: Demystifying Smart Assistants & AI

Amy Bishop
Strategy Director

In 2020, half of all searches will be conducted via voice. With smart assistants, like Siri and Alexa, accelerating the use of voice search, marketers are preparing for a future where voice plays a significant role in brand experiences. Voice experiences will offer brands an opportunity to develop deeper connections with their consumers. Now’s the time for marketers to rethink how to reach and engage consumers in this emerging environment.

In this session, you'll learn how voice-driven AI technologies are changing behavior — and what that means, not only for businesses and marketers but for society as a whole. Amy will explore ways marketers can prepare for a future where voice search and smart assistants play a significant role in brand experiences — through search, shopping, and even CRM.

Key takeaways:

  • Learn about the smart assistant revolution and how it will change consumer behavior
  • Explore the impact of smart assistants on consumer search, online shopping, customer support and more
  • Get helpful tips to ensure your voice strategy will enhance — not hinder — your brand experiences

11:50 am–12:30 pm

Why TikTok Has Influencers Dancing For Brands

Ryan Peña
Social Media Strategist

Think of TikTok as one BIG video meme platform, with 500 million active monthly users. While studying it, I've noticed people working at brands doing memes and tagging their company in them. Some of these posts get millions of views and likes...but brands aren't engaging or working with these self-made influencers...a missed opportunity? During this talk, you will walk away with knowledge about:

  • What TikTok is and why marketers should care 
  • Micro-influencer examples and how/when brands should engage 
  • What brands are integrating TikTok into their strategy 
  • A realistic approach to social listening within the platform

Program F: Video Marketing Strategies

See Full Agenda

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