Member Meeting 1

January 22-24 • Orlando

Conversations you can’t have anywhere else.

Monday, January 22 (Pre-Conference)



10:00 AM Opening Session

Expert-Led Sessions

10:20 AM

Momentum: How to propel your marketing and transform your brand in the digital age

Shama Hyder, CEO of The Zen Marketing Group and author of Momentum

Today’s online ecosystem can be summed up in one word: overwhelming. With new social media platforms popping up all the time and new technologies disrupting even the most “reliable” marketing strategies, you’re faced with the challenge of getting ahead in an environment that makes it seem impossible to keep up. In this talk you’ll learn the five essential principles required to develop a successful marketing plan that will withstand the digital world’s constant changes and result in real ROI.

How to use consumer-generated content in the buyer journey

Sara Spivey, CMO of BazaarVoice

Consumers want to interact with your brand. They share reviews, posts, photos, and all sorts of content. Sara will teach you how to leverage that social content with practical tips and case studies of how great brands use the consumer voice as a mainstay of their marketing strategy to inform and influence the buyer journey. Learn how the smart digital marketer is using consumer generated content to find new buyers, influence their decisions, get them to buy, and stay customers for life.

11:05 AM Break
11:15 AM

The 5 content strategy archetypes

Omar Akhtar, Altimeter

Discover breakthrough research on content archetypes and what they mean to your social media strategy. If you’re creating content as an organization, chances are you’re creating too much of it. And most of it isn’t really working for you or the customer. In this session, Altimeter’s Omar Akhtar will walk us through the five different content strategy archetypes that companies can choose from to minimize content waste, establish strong publishing criteria, and truly create the most value for their customers.

How to fight the resistance to organizational change

Justine Lai and Usha Gubbala, August Public

As pioneers in this space, you are faced with the organizational antibodies every time you try and influence the organization, the brand, or the customer. These antibodies limit your ability to enact your vision for the organization and truly realize the potential of social media to shape the future of your company. Success depends on effectively fighting and harnessing the organizational antibodies in order to build the coalition you need to drive change. Learn three key practices that enable success: accelerated decision-making, deliberate transparency, and leveraging personal impact.

Lunch Presentation and Conversations

12:10 PM Community Lunch and Conversations
12:30 PM Keynote: When: The Scientific Secrets of Perfect Timing

Daniel Pink

Everyone knows that timing is everything. But we don’t know much about timing itself. Our lives are a never-ending stream of “when” decisions: when to start a business, schedule a class, get serious about a person. Yet we make those decisions based on intuition and guesswork.

Timing, it’s often assumed, is an art. But in this talk, Pink will show us that timing is really a science.

Drawing on a rich trove of research from psychology, biology, and economics, Pink reveals how best to live, work, and succeed. How can we use the hidden patterns of the day to build the ideal schedule? Why do certain breaks dramatically improve student test scores? How can we turn a stumbling beginning into a fresh start? Why should we avoid going to the hospital in the afternoon? Why is singing in time with other people as good for you as exercise? And what is the ideal time to quit a job, switch careers, or get married?

In this talk, Pink distills cutting-edge research and data on timing and synthesizes them into fascinating insights into how we can live richer, more engaged lives.

1:00 PM Break

Expert-Led Sessions

1:30 PM

The community strategy workshop: Check, tweak, and rebuild your community strategy: Part 1

Richard Millington, CEO of FeverBee and author of Buzzing Communities

A great community strategy sets goals, establishing desires member behaviors, identifies emotions to amplify, and tactics to execute. Most importantly, a great community strategy identifies where to spend limited resources to have the biggest impact.

In the past decade, FeverBee has helped 1200+ engagement professionals across hundreds of organizations (Facebook, Google, Oracle, SAP, Greenpeace, Novartis, and Porsche) rethink and revamp their community strategy. Our strategies help clients stop endlessly chasing more engagement and become laser focused on core behaviors that have a lasting impact.

During this session, we’re going to work at an advanced strategy level and distill the top lessons from our work over the past decade into a simple template you can use to test and rebuild your community strategy.

You’re going to learn why most strategies fail, the 6 kinds of strategies hat usually succeed, how to clearly articulate your strategy, and how to embed psychology principles to get members to perform the behaviors you need to execute your strategy.

How to take your social media program back from your agency: Part 1

Scott Monty, Chris Barger, and Tim Hayden of Brain+Trust Partners

Learn from three legends of corporate social media on how to take back your social media program from your agencies. They’ve got your inbox filled with demo invitations, they say your request for attribution metrics is “out of scope,” and you’re not sure if all their recommendations are meant to help you or win them another award. The good news: It’s now easier than ever to consolidate your tools, bring design and media efforts in-house, and generate better creative internally. Discover the big ideas on how to do it in this two-part session.

2:15 PM Break
2:30 PM How to build bigger, better, and more active online communities: Part 2 How to take your social media program back from your agency: Part 2
3:15 PM Break
3:25 PM

Blockchain for social media marketers

Jeremy Epstein, author of The CMO Primer for the Blockchain World

Blockchain is poised to disrupt everything — including marketing. In this session with the expert on the intersection of blockchain and marketing — Jeremy Epstein — you’ll learn what blockchain is, how it will affect your marketing program, and what you should do about it. Whether you need to get a program going tomorrow, or just need to be able to “talk the talk,” this is the session for you.

How to (actually) predict the future: Trends that matter for 2018

Rohit Bhargava, author of the Non-Obvious series

What if you could predict the future? It may not be as impossible as it seems. In this talk, trend expert, author of the Non Obvious book series, and professor Rohit Bhargava will share the five “non-obvious” habits to curate ideas and see what others miss. You will also learn specific trends from his 7+ years of research and best selling trend series that will change your business in 2018, along with highly actionable ideas for how to use them.

It’s a Wrap!

5:00 – 7:00 PM Welcome Dinner

We’ll launch the Winter Member Meeting with a big family dinner. Meet us at The Atlantic Dance Hall on Disney’s Boardwalk for a casual get-together with drinks and great food (including veggie options).

Tuesday, January 23



12:30 PM Lunch Discussions
Get here early and grab a seat at the table. This sit-down lunch is your first opportunity to meet all of the great social media leaders you’ll get to know at Member Meeting 1.
1:00 PM Welcome Session
1:30 PM Break

Show & Tells

1:40 PM Glassdoor: Leveraging data analytics


How Lockheed Martin enhanced its talent management strategy through Glassdoor analytics, including interview analysis, job description enhancements, and EVP Development.

2:10 PM Break
2:20 PM How personas and journey maps can inform social content

Heather Polivka, UnitedHealth Group

Learn how UnitedHealth Group uses personas and journey maps to shape their content strategy to deliver content their users find engaging and appropriately tailored to meet their needs.


3:00 PM Unconference Introduction
3:10 PM Unconference Round 1
3:40 PM Break
3:50 PM Unconference Round 2
4:20 PM Break
4:30 PM Unconference Round 3

Time to unwind and make friends!

5:30 PM Reception

Meet us at the Bayside Marina behind the Yacht and Beach Club Resorts (just off the water) for drinks, snacks, and networking before we walk over to our Member Dinner.

6:30 PM Member Dinner

(Meet at the Bayside Marina behind the Yacht and Beach Club Resorts (just off the water) at 6:30 PM to walk with the group to Epcot’s American Adventure Pavilion; a bus will also be available.)

The Member Meeting activities will continue — and one of the highlights is our big night out together. We’ll all go out for a fantastic dinner together at Epcot’s American Adventure, and then head over to the Isle de France for dessert and fireworks. It’s a perfect opportunity to connect with your fellow members after a big day of brainstorming, discussion, and collaboration.

Wednesday, January 24


Rise and Shine!

8:00 AM Breakfast Discussions
The conversations over coffee and eggs at this event are often more lively than any other conference’s happy hour. You’ll want to be here bright and early.

Show & Tells

9:00 AM Is Snapchat dead yet? (Snapchat vs. Instagram Stories)

Carmen Collins, Cisco

The rumors of Snapchat’s demise are a little premature. Instagram Stories and Snapchat are two different platforms and content types, with two different audiences. Carmen Collins will share how WeAreCisco wows with BOTH, starting with goals, understanding the audience demographic, and customizing content for the platforms.

9:30 AM Break
9:40 AM Glocalizing your content strategy


What does it mean to “think globally, act locally?” At Dell, the Employment Brand team has demonstrated real value in this approach — global standards and oversight with a local touch!

10:10 AM Big Break
10:40 AM Social analytics: How we use voice of employee (VoE) to improve candidate and employee experience

Stephanie Scher, Vanguard

Using employer reputation comments and data from social platforms (Glassdoor, Indeed, and others), learn how Vanguard leverages natural language processing and sentiment analysis tools to evaluate ratings and sentiment trends for their business operations and hiring leaders.

11:10 AM Break
11:20 AM March, not megaphone


T-Mobile is one company comprised of many voices and experiences marching toward a new era for wireless. Their stories are more authentic and engaging when they drop the company megaphone and let employees speak about what matters most to them at work and in life.

11:50 AM Break
12:00 PM Lunch Discussions


1:00 PM Unconference Introduction
1:10 PM Unconference Round 1
1:40 PM Break
1:50 PM Unconference Round 2
2:20 PM Big Break
2:50 PM Unconference Round 3
3:20 PM Break
3:30 PM Unconference Round 4

See you next time!