education

8:00–9:00 a.m.

Registration and networking continental breakfast

9:00–9:15 a.m.

Welcome and introductions

Lee Hornick / Chairman of Summit / President, Business Communications Worldwide, Inc.

Sharon Wamble-King / Senior Vice President, Corporate Communications, BlueCross Blue Shield of Florida

9:15–10 a.m.

Session A: Creating and managing social collaborations

Kelly Hall / Senior Director, Digital Engagement, BlueCross Blue Shielf of Florida

Blue Cross and Blue Shield of Florida is using social networks and technologies to build collaborative relationships with customers, industry influencers and the media. As the company evolves from a traditional health insurer to an innovative health solutions company, new communication mechanisms are imperative in order to effectively retain and attract customers. Topics covered include:

• Building trust in the health care space
• Social media as a service channel
• Motivating the individual to make healthy lifestyle decisions
• Using technology to activate corporate social responsibility initiatives
  

10–10:45 a.m.

Session B: Achieving communication and branding objectives

Evan Krauss / Senior Vice President, APCO Worldwide

10:45-11 a.m.

Networking break

11-11:45 a.m.

Session C: Gaining competitive advantage using social media

Leigh Nichols / Senior Sales Engineer, Visual Technologies

12-1 p.m.

Networking lunch

1-1:45 p.m.

Session D: The digital revolution and its impact on corporate reputation

Marcus Molina / Vice President, Corporate Communications, MasterCard Worldwide, Latin America and Caribbean Region

All revolutions demand changes of behavior. The digital revolution is not different. In his challenging address– The Digital Revolution and its Impact on Corporate Reputation – Marcus Molina gives several examples of companies which failed to adjust and faced reputational issues. He also explains the need to change how communicators behave vis-à-vis technological changes, especially with the emergence of new tools on the Internet platform.

For Marcus, “Communications professionals not only need to evolve, but to accept and adjust to the changes in order to assimilate the magnitude of the phenomenon represented by the new influence model. Yes, the digital revolution has corrected Karl Marx’s theory - the power finally belongs to the masses.”

1:45-2:30 p.m.

Session E: Using social media to connect with employees

Scott Gulbransen / Director, Social Media, H&R Block

2:30–2:45 p.m.

Networking break

2:45–3:30 p.m.

Session F: Monitoring, Measuring and Feedback

Jay Krall / Business Development Manager, Cision, Inc.

Tracking social Web discussions has grown beyond a simple reputation management technique. The measurement and analysis of social content now serves as a crucial input for all business functions, from customer service to product development and sales. This session will take a practical look at the constantly evolving data sources and metrics used to gauge the impact of public online communication on an organization. You’ll learn how to:

• hone in on the conversation venues that matter most for you amidst a growing number of social sites, blogs and forums
• use the social Web as a feedback loop on your organization’s coverage in traditional media and the Web properties you manage
• develop a measurement approach around your specific business goals
• begin to leave behind the guesswork of impression-based metrics, such as page views, and focus on empirical social engagement data

3:30–4:15 p.m.

Session G: Influencing behaviors and expectation using social media

Stephanie Moritz / Director, Social Media, ConAgra Foods