Home Day One Agenda Day Two Agenda Register Speakers Venue Conference Blog Feed About Day 1: October 15, 2008                                                                                                 Program (pdf)      7:30-8:30 REGISTRATION SIGN-IN & CONTINENTAL BREAKFAST 8:30-8:45 GREETINGS & STAGE SETTING  Susan Scott, Lead Consultant, Internal Communications, AT&T John Gerstner, President, Communitelligence, Inc.  Nathan Gilliatt, Principal, Social Target LLC and Conference Moderator 8:45-9:15 Track 1: UNDERSTANDING Social media tools have dramatically changed internal communications and collaboration, marketing, media relations, public relations and advertising. This opening session will be a comprehensive overview of everything you need to know about the new media landscape, and the opportunities and risks presented by the new technologies, including blogging, podcasting, RSS, YouTube, Twitter, social networks, and virtual communities. You'll learn how each of these work and how to put them to work in your organization if that makes sense. Presenter: Jim Anderson, Chief Product Officer, Vitrue 9:15-10:00 IBM Case Study:    Riding A Blue Wave: Implementing Social Media Inside IBM Michelle Marple Thomas, Communications CIO’s Office 10:00-10:15 BREAK 10:15-11:15 Panel: Integrating Social Media with Traditional Media: What's Working - What's Not? Moderator: Grayson Daughters, Founder, WaySouth Media Eli Wendkos, Product Manager - Social Media and Messaging at AJC.com (Atlanta Journal-Constitution LOOP Roundtable Dave Coustan, Vice President, Digital, Edelman Digital 11:15-12:00 Social Shuffle Roundtable Discussions Back by popular demand, this is the "unconference" part of Executing Social Media. Built on the Communitelligence slogan, "All of Us Are Smarter Than One of Us," in this session, experts will lead discussions intended to surface real-world issues and solutions that can be executed back in the office next week. Roundtable Discussion #1 With whom and where in the organization should the responsibility for deploying social media be placed - and how are the programs best coordinated?  Leader: Nathan Gilliatt, Social Target Roundtable Discussion #2 Should employees be allowed to use the social networking sites like Facebook & YouTube at work? What is the best employee social media policy? Leader: Jack Holt, Department of Defense Recorder: Jennifer Ekeleme, Matlock Advertising & Public Relations Roundtable Discussion #3 How do you protect your brand from a negative blog wildfire, and how do you fight back if it happens? On the positive side, how can social media tools be used for crisis communications? Leader: Michelle Marple Thomas, IBM 12:00 LUNCHEON KEYNOTE: Corporate Communications Inside Out Joel Postman, Principal of Socialized, and author of SocialCorp: Social Media Goes Corporate, to be published by New Riders in November, 2008 1:30-2:00 Track 2: COLLABORATING What's hot on the Internet eventually finds its way inside organizations. This session surveys the way companies are using wikis, podcasts, online video and intranet social networks to allow employees to connect, communicate and collaborate.  Presenter: Michael Thomas, Director of CRM and Social Media Strategies, Neighborhood America 2:00-2:45 Sabre Holdings Case Study: Building Up and Maximizing the Corporate Community Al Comeaux, SVP of Corporate Communications, Sabre Holdings 2:45-3:00 BREAK 3:00-4:00 Panel: Bringing Social Media Inside - Challenges and Opportunities  Moderator: Dan Greenfield, Principal, Bernaise Source Media Jack Holt, Chief of New Media Operations, Department of Defense Social Media/New Media and Business as Usual: Reframing the Discussion Russell Castronovo, Director of New and Social Media, Sun Microsystems Internet Radio: Written Words Are Not Enough  4:00-4:45 Roundtable Discussion #4 How are social media tools being used beyond marketing and PR? What is working in the areas of employee communication, collaboration, customer feedback and product innovation, etc.? Leader: Michael Thomas, Neighborhood America Recorder: Jennifer Ekeleme, Matlock Advertising & Public Relations Roundtable Discussion #5 What are the best processes to gain management support for social media programs? Are authenticity and transparency just catchphrases? Leader: Doyle Albee, Metzger Associates Roundtable Discussion #6 What are some best practices around intranets to improve engagement? Leader: Al Comeaux, Sabre Holdings 4:45-5:00 Strategic Wrap-up Highlights of Day 1 by the moderator and attendees 6:00 Evening Networking Reception, Book Signing and Dine-arounds at some of Atlanta's favorite restaurants  Booksigning Reception for Day 2 Keynote, Rohit Bhargava from 6-7:30 at Borders Books in Bucktown, 3637 Peachtree Rd. NE., (404) 237-0707 (can take MARTA to Lenox Station). Dinearound signup sheets for restaurants will be available Day 1. Fadó Irish Pub & Restaurant, 273 Buckhead Ave., 404-841-0066 (Rohit Bhargava's choice ... about two miles from Border's) Expanded Agenda: Joel Postman Keynote: Corporate Communications Inside Out  Social media has clearly made its impact in corporate communications, and now that the dust is settling , we are moving into a new phase. The transitions that affect social media corporate communications are:  Speed > Brevity Participation > Chaos Letting Go > Taking Back Engagement > Doing Business Wild Wild West > The Civilized World. In this presentation, Joel will talk about the implications of these five transitions, and the new “inside out” communications. It is a world in which corporate communicators can play a role, have influence, and manage to best advantage, but which is totally unpredictable and not manageable with conventional branding, marketing and business strategy. Michele Marple Thomas: Riding A Blue Wave: Implementing Social Media Inside IBM In this session participants will learn how IBM has adapted many of the social media tools used on the Internet to fit the needs of its employees internally. We’ll discuss the tools that are being used, why IBM has moved in this direction for its workplace, as well as the benefits and challenges of doing so. • What tools is IBM adopting internally? • Why is IBM adopting social media internally? • What are the challenges and benefits of using social media inside an enterprise? Jack Holt: Social Media/New Media and Business as Usual: Reframing the Discussion A discussion on the new dynamics of the Global Information Environment, the convergence of information media, the business of "NEWS," and how it all affects the public's access to information and the government's ability to turn that information into knowledge and understanding. Reframing the disucssion to overcome resistance Targeting audiences in the new global information environment Examples of how these tools helped the DoD bring context to the reporting of our operations Russ Castrovono: Internet Radio: Written Words Are Not Enough This session will outline how to use relatively free sources to communicate externally via Internet Radio using Sun's experience with BlogTalkRadio as an example..  It'll dwell on how to keep content coming and overcome the intertia of not moving. How to get started with a weekly show.  Overcoming inertia. How to leverage a show for effect. Eli Wendkos: LOOP Roundtable  Listening, Openness, Ongoing Inquiry, Participation: These tactics will change the way your business connects with people. What attendees will learn (3-5 Bullets)   How our world has changed Who your users are Tactics to interact with users What to do with this information