the 3rd annual social media for communicatorsthe coca-cola company, ragan communications and public...

The Coca-Cola Company, Ragan Communications and Public Relations Society of America Present:

The 3rd Annual

Social Media forCommunicatorsFebruary 22-24, 2010 • Hosted at The Coca-Cola Company World Headquarters in Atlanta

Three dynamite keynotes:

Clyde Tuggle, Senior Vice President, Global Public Affairs and Communications

for The Coca-Cola Company, will tell you how The Coca-Cola Company is changing

the game in its approach to enhancing the company’s reputation, building brands and engaging employees.

david Pogue, Technology Columnist for The New York Times, will share his highly

informative and always-entertaining insights on his journey from skeptic to Twitter- evangelist.

Learn why you’ll want to start using this powerful social media channel.

Brian SoliS, Principal of FutureWorks and blogger

for PR 2.0, will tell you what to expect next on the social media frontier and share his

thoughts on who will be the future influencers.

Social media are changing the way we communicate, behave, work and the way we buy and sell. Don’t get left behind!Attend the best social media conference of the year. See first-hand how The Coca-Cola Company uses these technologies to stay ahead of their competition—and how you can do the same!

Whether you’re new to social media or an early

adopter—there is a lot for you to learn from leading

social media thinkers, speakers, and practitioners.

Attend this conference and you’ll find out how to:

• Revolutionize your traditional PR strategies to

adapt to the online world

• Use Twitter to turn your employees and stake-

holders into the best ambassadors for your brand

• Increase employee engagement and collaboration

by creating an internal social networking platform

à la Facebook

• Define the metrics for your social media goals and

demonstrate ROI that affects your bottom line

• Protect your professional reputation and personal

brand if you’re attacked by a cyber-bully

• Identify when you should pursue legal action

against online conduct that may be libelous or

infringe copyrights

• Get the C-suite to recognize the value of social

media during a crisis

• And so much more!

All of this packed into three tracks, with 18 sessions

to choose from—and three extraordinary keynotes.

Four ways to register: Call 800.493.4867

Fax the registration form to 312.861.3592

Browse www.ragan.com/ socmed

Mail the completed registration form to:Ragan Communications111 E. Wacker Drive, Suite 500Chicago, IL 60601

Presented by:

Early Bird: Register by

January 8, 2010 to save up to $450!

Conference will be held at the World Headquarters for The Coca-Cola Company

TuESdAy, FEBRuARy 23

5:30 p.m.-7 p.m.

Conference cocktail party, courtesy of The Coca-Cola Company

Join your colleagues at this great networking event, held at the World of Coca-Cola. The venue is located in Pemberton Park, in the heart of downtown Atlanta, alongside Centennial Olympic Park and the Georgia Aquarium.

You will enjoy specialty cocktails and appe-tizers, and sample unique Coca-Cola beverages from around the world in their sensory-driven tasting room. You can also view ads and artwork from across the globe and watch Coca-Cola being bottled on site.

You won’t want to miss this special event!

About The Coca-Cola Company’s headquarters:

The worldwide headquarters for The Coca-Cola Company is located in Midtown Atlanta.

Known by its employees as the “AOC”—the campus is home to more than 3,500 associates and features one of the widest collections of artwork among corporate headquarters.

The event will be held in the company’s 500-seat auditorium and surrounding conference space.

The campus offers hundreds of varieties of Coca-Cola beverages to its employees and guests—all complimentary.

The “Everything Coca-Cola” Retail Store provides unique Coca-Cola branded gifts and accessories for associates and guests.

Track 1: PR & Marketing Communications


8:30 a.m.-9:30 a.m.OPening KeynOTe with Clyde Tuggle

9:45 a.m.-10:45 a.m. Southwest Airlines: nuts about online communication

11 a.m.-noon inform, reassure, and persuade: How did social media change CDC’s communication approach during the H1n1 outbreak?

Noon-1:30 p.m.Lunch & “30 ideas in 30 minutes” panel

1:45 p.m.-2:45 p.m.Pitching the media: Old school, new school, no school

3 p.m.-4 p.m.How to use the power of “Mommy Bloggers” to boost your brand and increase your influence in the social media space

4:15 p.m.-5:15 p.m.SPeCiAL KeynOTe with David Pogue

5:30 p.m.-7 p.m.Conference Cocktail Party, courtesy of The Coca-Cola Company

WEdnESdAy, FEBRuARy 24

8:30 a.m.-9:30 a.m. How global companies handle cyber-bullying

9:45 a.m.-10:45 a.m. Social Media ROi (Relationships, Opportunities, involvement)

11 a.m.-noonCLOSing KeynOTe with Brian Solis

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Track 2: internal Communications & Social Media



9:45 a.m.-10:45 a.m.if they can do it, you can too: How the U.S. Army Reserve maintains a presence on social media to reach family, veterans and retirees

11 a.m.-noon Social networking behind the firewall: engage, collaborate and increase employee connectivity


1:45 p.m.-2:45 p.m. How to engage a far-reaching, diverse audience with a blog community

3 p.m.-4 p.m.Create a spectacular intranet by staying in tune with the ways employees engage outside of work




8:30 a.m.-9:30 a.m.Block me from Facebook?! you cannot be serious...

9:45 a.m.-10:45 a.m. How to effectively use video as part of your internal communications social media strategy


Track 3: Advanced Social Media Strategies



9:45 a.m.-10:45 a.m.Top tips to monitor social media

11 a.m.-noon Beyond spokespeople: Activating your employees and stakeholders as word-of-mouth ambassadors


1:45 p.m.-2:45 p.m. How The Coca-Cola Company uses social media to get people buzzing about their brand

3 p.m.-4 p.m. Social media and The Business Case for Public Relations™




8:30 a.m.-9:30 a.m. Recognizing and avoiding the emerging legal issues in social media

9:45 a.m.-10:45 a.m. Creating consensus and changing minds in a conservative environment


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Start the conference with a bang! Join us for one of our great conference extras:

Special, hands-on workshops that will energize you for the rest of the conference. $345 EACH

Social media boot camp: A total immersion workshop

You’ve heard the buzz words: Social Media... Interactivity... New Media... Web 2.0... New Communications. Whatever you call it, this new age of interactive communications is revolutionizing the way we talk to employees, shareholders, the media and our customers.

This pre-conference workshop will teach you everything you need to know to get started.

You’ll return to your office with a complete understanding of why social media matter and how the most innovative companies have already tapped into this new communication technology. Social media have been around long enough to produce real case studies by real companies. You’ll see them all. And you’ll learn from their triumphs and their mistakes, including:

• How to avoid the five classic mistakes and create a blog that advances the interests of your organization overnight

• How to use Facebook, LinkedIn, YouTube, Twitter, widgets and the dozens of other social media tools at your dispos-al—which tools you can’t afford to ignore and which aren’t worth your time

• Case studies proving social media’s worth from Southwest Airlines, Dell Computers, Starbucks, Bob Evans, General Motors and Sun Microsystems

• Social media nightmares: How can these new tools be used against your company, and what can you do about it now?

Most important, this Social Media Boot Camp will give you the ammunition you need to persuade your senior leaders and your clients to join the Web 2.0 revolution.Mark ragan is no social media theorist. As CEO of Ragan Communi-cations in Chicago, Ragan used Web 2.0 and new communications techniques to create the most popular news and information site in the business. Ragan also launched the only social network for both internal communications and PR professionals. Dubbed by the media as “Facebook for communicators,” MyRagan.com now boasts 14,200 members.

MondAy, FEBRuARy 22

How to use social media to turn your employees into your best brand ambassadors

When it comes to social media, sticking your head in the sand just makes it easier for people to kick you in the rest of your body. Every day, you hear people complaining about companies doing their best to shut off employees from the electronic world growing by leaps and bounds around them. It is these companies that will be left behind,

scratching their heads, wondering how their competitors got so far ahead of them.

In this workshop, professional communicator Ari Adler will show why companies who harness the power of social media by using their employees as brand ambassadors will outpace their competitors. Ari will show you:

• Who is online and why they want to talk to your employees

• Why companies blocking access are missing out on tremen-dous opportunities

• Successful companies that capitalize on the power of social media

• Alternatives to blocking access

• How to write a social media policy that makes sense for everyone

• Tips to convince your leadership team why social media matterari B. adler is a media relations and social media professional with experience as a newspaper reporter and editor as well as a government and corporate spokesperson. He is the communications administrator for Delta Dental of Michigan, Ohio and Indiana, and an adjunct instructor at Michigan State University and the University of Michigan-Dearborn. You can follow him on Twitter at @aribadler and read his blog, “Here Comes Later,” at: www.aribadler.wordpress.com.

How to strategize your company’s social media presence

Good communication begins with knowing the goals you’re trying to accomplish. Communicating through social channels is no different, yet far too many organizations simply create content and hope for the best. In this lively three-hour workshop, veteran online communications consultant Shel Holtz will explore the ways communicators can

guide their companies’ social media activities to ensure they meet organizational objectives. You’ll learn:

• How to identify where your customers and other constituents are spending their online time

• Ways to set goals social media can help you meet

• Methods for becoming a trusted peer in conversational spaces

• How to create a cohesive social footprint in disparate social channels

• How to assess the effectiveness of your effortsShel holTz, ABC, is Principal of Holtz Communication + Technology. He counsels organizations on effective online communication, including the strategic uses of social media. He has written or co-written six books on online communication and speaks regularly at conferences and other venues. Shel is co-host of the first communications-focused podcast, “For Immediate Release,” and blogs at http://blog.holtz.com.

9 a.m.-noon

9 a.m.-noon

1:30 p.m.-4:30 p.m.

Three dynamite keynotes

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Three dynamite keynotesOPening KeynOTeWith Clyde Tuggle, Senior Vice President of Global Public Affairs and Communications, The Coca-Cola Company


8:30 a.m.-9:30 a.m.

Changing the game: A social media strategy for the Coca-Cola CompanyIn the social media revolution of the 21st century, how does a 124 year-old global enterprise evolve its communi-cations approach to employees, consum-ers, governments, and other important stakeholders? Join Clyde Tuggle as he shares a historical perspective on the role of public relations in building the world’s most recognized brand—and what those experiences can teach us today. You’ll learn how important lessons of the past help the public affairs team position the Company and its brands in a message-chocked world of blogging, vlogging and other social networking platforms. You’ll learn:

• Where to begin when creating your social media strategy and tips on how to develop it

• How to decide which social media platforms are the best fit for your company

• How to develop a company voice that’s authentic and meaningful

• How to use social media to communi-cate with your stakeholders

• Why you should not be scared to open your company up in such a public way

Clyde C. Tuggle is Senior Vice President, Global Public Affairs & Communications for The Coca-Cola Company. Mr. Tuggle joined the company in January 1989 in the Corporate Issues Communications Department. For 11 years, he held several senior-level positions in the United States and Europe. In January 2000, Mr. Tuggle returned to Atlanta as the Executive Assistant to chairman and chief executive officer Doug Daft. In February 2003, he was named Senior Vice President of Worldwide Public Affairs and Communications. Mr. Tuggle served as President of the Russia, Ukraine & Belarus Business Unit from 2005 until his return to Atlanta in 2008.

SPeCiAL KeynOTeWith David Pogue, Technology Columnist for The New York Times


4:15 p.m.-5:15 p.m.

The Twitter evolutionNew York Times tech columnist David Pogue’s opinion of Twitter started out like most people’s. It might be “yet another Internet-based, ego-massag-ing time drain,” he wrote.

But the more he sank his teeth into Twitter, the more the possibilities unfolded. It’s not a chat room; it’s not a microblog. It’s an altogether unique new channel, combining real-time, two-way public and private communi-cations with no middleman separating the celebrity from the fan—or the company from its customers.

In this funny, enlightening presen-tation, Pogue will describe his journey and share his insights on how Twitter’s power can be harnessed for the benefit of PR folks and marketers.david Pogue is the personal-technology columnist for The New York Times. Each week, he contributes a print column, an online column and an online video. His daily blog, “Pogue’s Posts,” is The Times’s most popular blog. David is also an Emmy award-winning tech correspondent for CBS News and a frequent guest on NPR’s “Morning Edition.” His trademark comic tech videos appear each Thursday morning on CNBC.

With over 3 million books in print, David is one of the world’s bestselling how-to authors. He wrote or co-wrote seven books in the for Dummies series (including Macs, Magic, Opera, and Classical Music); in 1999, he launched his own series of humorous computer books called the Missing Manual series, which now includes 60 titles.

CLOSing KeynOTeWith Brian Solis, Principal of FutureWorks

WEdnESdAy, FEBuRARy 24

11 a.m.-noon

The beginning of the end of the social era of emerging media: What lies ahead?Social media have been a quick success just more than 10 years in the making. The lessons and principles that they ushered in are indeed profound. They democratized content publishing and distribution, and more important, they equalized influence. But as innovation proliferates in mainstream culture, we will also be forced to filter information and the very people we connect with. Technology opened the floodgates, but technology will also eventually control its flow and irrigation.

Attend this closing keynote and you’ll learn:

• Where we are and where we need to go

• The state of technology and how the future of innovation affects communications and influence

• How social media affects the role of public relations in the greater land-scape of marketing communications

• How to identify the new influencers

• Why PR should lead the way in paving your path to professional influence

Brian SoliS is Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley and San Francisco. He blogs at PR2.0, bub.blicio.us, WebProNews, and BrandWeek. Solis is co-founder of the Social Media Club, is an original member of the Media 2.0 Workgroup, and also contributes to the Social Media Collective.

Brian is globally recognized for his views and insights on the convergence of PR, traditional media and social media. He actively contributes his thoughts and experiences through speaking appearances, books, articles and essays as a way of helping the marketing industry understand and embrace the new dynamics fueling new communica-tions, marketing, and content creation. You can buy his new book, Putting the Public back in Public Relations at: http://bit.ly/prbook

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8:30 a.m.-9:30 a.m.OPening KeynOTe (see details on page 5)

9:45 a.m.-10:45 a.m. Southwest Airlines: nuts about online communication

A blogger once wrote that Southwest Airlines was riding the blogosphere “like a wild horse.” Ask anyone on the Southwest Communication Team, and they’ll agree that it has been a wild ride. For

more than four years, Southwest Airlines has navigated the uncharted territory of social media—first, with its award-winning corporate blog, “Nuts About Southwest,” later with tools such as Twitter, YouTube, LinkedIn, and Facebook, and, most recently, with the launch of a series of employee blogs.

Along the way, Southwest has experi-enced both highs and lows, but they keep saddling up for more. From virtual riots to an industry crisis, Southwest has learned how to leverage today’s social media tools to successfully support company needs and meet customer expectations. Through real-life case studies and examples from the last four years, Southwest will show you how they have effectively made, managed, and maintained successful online communities and share every lesson they’ve learned along the way.

Attend this session and you will learn how to: • Revolutionize traditional PR strategy for

the online world

• Sweet talk execs into starting an emerging media program

• Leverage social media in a crisis

• Woo and leverage online influentials

• Monitor and manage employees online without stifling the spirit of social media

Paula Berg is the Manager of Emerging Media for Southwest Airlines, the nation’s leading low-fare air carrier and the largest domestic airline by number of customers carried. Over the last three years, Paula has managed and developed the Company’s corporate blog, “Nuts About Southwest.”

11 a.m.-noon inform, reassure, and persuade: How did social media change CDC’s communication approach during the H1n1 outbreak?

During an outbreak like H1N1, the ability for CDC to communicate in a way that connects with those listening may mean the difference between life and death for some people as they choose

whether to follow guidance or not. The way people absorb information they receive during an emergency may be different from non-emergency situations. Trusting the source of the information is imperative in a crisis. Research indicates that the more the public knows about an organization’s efforts to share information openly, the more they trust that source. During H1N1, CDC has used a range of communication channels, including social media, to help in the response to this novel influenza strain.

Attend this session and you will learn:• Which social media channels worked

during the crisis and why

• What metrics were used to judge whether the “juice” was worth the “squeeze”

• How to get the C-suite to recognize the value of real-time media in a crisis

• Ways to avoid 5 common failures in crisis communication using social media

• Determine whether health warnings can be communicated using social media

BarBara J. reynoldS, Ph.D., is the Senior Crisis and Emergency Risk Communication (CERC) Specialist at the Centers for Disease Control and Prevention. At CDC since 1991, Dr. Reynolds’ communication expertise has been used in the planning of, or response to, pandemic influenza, vaccine safety, emerging disease outbreaks and bioterrorism.

Noon-1:30 p.m.Lunch & “30 ideas in 30 minutes” panel (see details on page 7)

1:45 p.m.-2:45 p.m.Pitching the media: Old school, new school, no school Pitching your story to the media can be a frustrating experience if you don’t know the who, what, where, when and why of how to do it properly. These days, you’re dealing

with reporters who prescribe to the old school formats, the ones who prefer the new school tech, and the bloggers who prescribe to neither school of thought. In this session, media relations

professional Ari Adler will help you navigate the tricky tight rope of media relations, whether you’re pitching print, broadcast or online outlets. Ari will show you:

• Who the media is these days—some folks you’ll recognize and some you won’t

• What has changed and what hasn’t in the world of media relations

• Where you need to focus your energy when it comes to pitching a story

• When you need to reach out to all reporters and when a select few will do

• Why you need to understand things from the reporter’s side if you’re going to make a successful pitch

ari adler is a media relations and social media professional with experience as a newspaper reporter and editor as well as a government and corporate spokesperson. He is the communica-tions administrator for Delta Dental of Michigan, Ohio and Indiana, as well as an adjunct instructor at Michigan State University and the University of Michigan-Dearborn.

3 p.m.-4 p.m.How to use the power of “Mommy Bloggers” to boost your brand and increase your influence in the social media space

Someone is finally paying attention to Mom: Wal-Mart counts 11 mommies; Johnson & Johnson hosted Camp Baby; Frito Lay launched Women’s World, and EA Sports teams up with

“Wiimommies.” Because word of mouth is the most powerful form of communication, being able to reach influential moms who communicate using Twitter, blogging, and other social media tools has proven to be a goldmine for many brands.

As a collective force, “Mommy Bloggers” publish content to an estimated 30 million women in the United States who directly influence an estimated $1 trillion per year in household spending. It’s easy to see why more and more companies want to learn

Track 1: PR & Marketing Communications

6

about how to use social media as a new marketing tool to engage and interact with the most influential women publishers in the digital space.

In this session, you’ll learn how big brands leverage the power of “Mommy Bloggers” to grow communities into on- and offline evangelists, and how your brand can do it too. You’ll find out how to: • Add social media marketing tactics to engage

women and “Mommy Bloggers”

• Build communities and relationships based on interactive conversations

• Evaluate who’s who and who you need to partner with

• Avoid the five biggest mistakes that can damage your brand’s credibility

• Use social media tools as a platform for consum-ers to converse, contribute, and connect with your brand.

• Connect with the media, bloggers and their readers using examples from success stories

• Be in compliance with FTC guidelines

• Craft a campaign that gets attention and participation

BeTh k. roSen is a world-class “mommy blogger” who has reaped tremendous gain for enterprises both online and offline. Beth founded 4 KEYS MEDIA, INC. to help progressive companies connect with the mommy- and boomer-women markets.

4:15 p.m.-5:15 p.m.SPeCiAL KeynOTe (see details on page 5)

5:30 p.m.-7 p.m.Conference Cocktail Party, courtesy of The Coca-Cola Company (see details on page 2)


8:30 a.m.-9:30 a.m. How global companies handle cyber-bullying

While cyber-bullying is most commonly associated with personal intimidation tactics used over the internet, via cell phones or other mobile devices, companies large and small aren’t immune to such attacks. Ben Deutsch shares how global

organizations like The Coca-Cola Company can become an easy target for cyber-bullying and provides strategies and tactics to help guard against defamatory statements, lost revenue and a damaged reputation from cyber attackers.

You will learn: • Quick tips to help you decide when you should

take a reactive vs. proactive approach

• Types of tactics and channels to use to help diffuse the verosity of attacks

• How to mobilize advocates and company-friendly voices to counterattack

• To determine when legal action should be considered

• Tips to avoid becoming a target of attacks Ben deuTSCh is vice president of Corporate Communi-cations at The Coca-Cola Company. In this role, he oversees Corporate Media Relations, Marketing Communications and Issues Communications. He joined The Coca-Cola Company in 1993 as a public relations manager for Coca-Cola USA, and has held numerous positions in the public affairs and communications function during his 16-year career with the Company.

9:45 a.m.-10:45 a.m. Social Media ROi (Relationships, Opportunities, involvement)

Renee Hamilton, former social media strategist for the interna-tional children’s medical charity “Operation Smile,” explores the quandary of ROI in social media. Looking back after six months of listening, learning and

strategizing a variety of social media engage-ment and fundraising tactics, Hamilton will share what she learned and the results of various campaigns. She will reveal how she transferred traditional marketing and customer service know-how to social media platforms. She will focus on the paradigm shift needed to maximize your efforts in social media and dive into some real case studies including the Twitter-based fundraising campaign “140 Smiles.”

You’ll learn how to:• Utilize social media as a relationship building

tool to build brand loyalty

• Create unique brand building opportunities using social media tools

• Increase consumer/donor involvement in your brand as consumers

• Create new metrics for your communication goals through social media

• Identify where social media may enhance your bottom line by thinking strategically

renee alexander haMilTon was Donor Relations supervisor and Social Media Strategist for the Interna-tional children’s medical organization Operation Smile, Renee successfully created grassroots fundraising and social media driven initiatives. Now turning her focus to the speed and reach of mobile technology, Renee is helping to launch Mobile Matters, a mobile strategy and campaign firm devoted to helping non-profits and small businesses successfully implement mobile and social media into their programs.

11 a.m.-noonCLOSing KeynOTe (see details on page 5)

Track 1: PR & Marketing CommunicationsBonus: Networking, networking, networking!

Exchange business

cards and ideas with

your peers at the

networking luncheon

and during a conference

cocktail party hosted by

The Coca-Cola Company

at their state-of-the-art

World of Coca-Cola center.


Noon-1:30 p.m.

Lunch & “30 ideas in 30 Minutes”

Warning: Only practical “do-it-right-now” ideas are allowed

Have you ever seen

conference attendees

scribbling ideas so fast

that their hands cramp

up? No? Well, you’ll see

it during this tip-packed

best ideas session. After

lunch, grab your note-

books, do those hand

exercises and get ready

to take down practical,

real-world, proven

strategies for using

social media to engage

employees, promote

your organization and

become the envy of

your department.

7



9:45 a.m.-10:45 a.m.if they can do it, you can too: How the U.S. Army Reserve maintains a presence on social media to reach family, veterans and retirees

With 210,000 part-time soldiers and a countless number of families, veterans, and retirees—social media just make sense for the Army Reserve. Learn how the Army Reserve is leverag-

ing social media to drive traffic to its official Web site, tell “behind the scenes” stories of America’s hometown Army, and participate in the conversation about the Army, soldiers, and “what we do.” In addition, how is the Army Reserve moving forward with social media when the network administrators are continually locking down social media sites?

Discover how the Army Reserve:• Drives Web traffic with social media

• Measures success and ROI

• Uses case studies to gather best practices

• Makes it real, without making it personal

• Gets around the network policelT. Col. gerald oSTlund is Webmaster and Chief of Social Media for the United States Army Reserve where he manages strategy, policy, and content of the component’s public Web and social media sites. He is an Army public affairs officer and has served in numerous command public affairs advisor and trainer to the Iraqi government spokespeople. Lt. Col. Ostlund holds a Masters Degree in National Security Studies and is a graduate of the Joint Forces Staff College.

11 a.m.-noon Social networking behind the firewall: engage, collaborate and increase employee connectivity

In July, 2008, the Deloitte organization completed the imple-mentation and launch of an enterprise internal social networking tool called “D Street.” The

tool is built on the SharePoint 2007 platform with technology customizations to accommodate the business needs. In one year, the adoption of “D Street” by Deloitte’s 45,000 professionals has been significant. In the first year, over 90% of the workforce visited “D Street” and 50% updated their profile. In June, 2009, over 21,000 searches were conducted on “D Street” and over 84,000 profiles were visited. This session focuses on the strategic technology enhancements and business decisions made to embed social networking into the Deloitte organization.

In this session you will discover:• The business rules that Deloitte is adopting

to drive collaboration to the next level

• How Deloitte’s enterprise social network integrates with firm communications

• Why Deloitte invested in enterprise social networking

• The evolution of community at DeloittePaTriCia roMeo is a member of Deloitte’s Talent group and has been with the organization for over 10 years, holding various positions. Patricia has market eminence as a thought leader in the enterprise social networking space and through her leadership, “D Street” has been featured in several external publications, including Computerworld and HR Magazine.


1:45 p.m.-2:45 p.m. How to engage a far-reaching, diverse audience with a blog community

Having no effective means of communicating directly with 650,000-plus crew members, McDonald’s U.S. and Canadian Internal Communications recog-nized they were missing a great opportunity to foster

dialogue with the very people who interact directly with McDonald’s customers. Drawing on research, the team created “StationM”—a blog and online community exclusively for McDonald’s crews in North America.

You will learn how:• “StationM” engages the company’s crews

in two-way communication about McDonald’s and topics important to them

• A large corporation connects with thousands of crew members from

across North America to share best practices, stories and experiences

• McDonald’s encourages comments, online discussions, photo sharing, and participation in contests and quizzes—all while making everything educational

• McDonald’s developed “StationM,” and how the company continues to leverage the site to engage their crew audience

george hradeCky is an Internal Communications Manager at McDonald’s USA, where he manages the primary communications channels for McDonald’s three largest internal audiences: restaurant managers, owner/operators, and restaurant crew. Prior to joining McDonald’s three years ago, Hradecky worked as an editor-in-chief for Advanstar Communications. He graduated from North Central College in 1997 with a degree in journalism.

3 p.m.-4 p.m.Create a spectacular intranet by staying in tune with the ways employees engage outside of work

Cue the average company intranet, and you’re more likely to elicit loser horns from “The Price is Right” game show than the tah- dah of a well-tuned brass and cymbals information hub. Employees expect

more, and they get it when they tap into Facebook, LinkedIn, Twitter and their favorite Web sites. Find out how SAS, a leader in business analytics software and services, looks at the ways employees interact outside of work for clues on how internal communications and the company’s global intranet hub can evolve in fresh, collaborative and super-productive ways.

Learn how SAS:• Creates virtual hallways and gets global

employees talking in real time about what’s happening in their corner of the world.

• Brings engaging daily news to more than 11,000 employees in 118 countries, but provides tools to catch up quickly in case they don’t get a chance to tune in each day.

• Offers guidelines, workshops and discus-sion forums in addition to policies around social media and online activity.

• Provides an internal news stand, allowing individual employees to filter the amount and type of company news they receive, as well as external news feed readers right on the desktop.

Track 2: internal Communications & Social Media

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BeCky graeBe, Internal Communications Manager at SAS, oversees traditional employee communication efforts, the intranet and internal Web 2.0 channels to ensure the company’s 11,000 employees and 400 offices around the world are well-informed and connected.




8:30 a.m.-9:30 a.m.Block me from Facebook?! you cannot be serious...

Social media is no isolated workplace phenomenon—it’s taken over our personal lives, our children’s lives and for many of us, our business lives. Where is it reasonable to draw the line? What tools should employees have access to on the job? What

impact does social media have on productivity? When does the role of corporate governance supersede that of managers? And realistically, how much difference does it make?

Join Terry McKenzie for a lively discussion and different perspectives on:• Corporate IT taboos—silly and serious

• Freedom of speech versus corporate rights

• Social media governance policy creation

• Productivity booster or killer?

• Intellectual property rights

• You’re speaking for whom?

Note: Terry is NOT an attorney, does not play one on TV and is incapable of giving legal advice that won’t land you in jail. However, she can share practical ideas that you can relate to your business and provoke a great conversation.Terry MCkenzie is a graduate of the University of Minnesota and has 30 years of communication, business and management experience. She has spent time on both sides of the consulting desk, having hired and worked with consultants and done consulting herself. From 2003 through 2009, Terry led the global employee communication and communities organization at Sun Microsystems, a 38,000- employee high tech firm. During her years with Sun, Terry forged a new organization structure that reinvented employee communication at this Fortune 500 company.

9:45 a.m.-10:45 a.m. How to effectively use video as part of your internal communica-tions social media strategy

Sites like YouTube and Flickr have changed the way that companies large and small are using video internally to drive employee engagement. As head of internal communica-tions for The Coca-Cola Company, Kari Bjorhus will

share some of the key success factors—as well as some of the inherent challenges—a global, geographically dispersed company like Coca-Cola discovered in its journey to harness the power and impact of this important medium. You’ll learn: • How to determine when and where to feature

videos on your company intranet

• What are the important components to a video communications strategy

• Why video is a crucial part of any internal communications platform

• How to engage your employees in your company’s strategy through the use of video sharing

• How to humanize your company and leadership through the use of video

kari BJorhuS is Vice President of Enterprise Commu-nications at The Coca-Cola Company. She leads a team of people at the corporate center responsible for executive communications, internal communications, digital communications and reports (annual review, sustainability report).


Track 2: internal Communications & Social Media you will learn best practices in social media from practitioners at these top organizations:

Centers for Disease Control

Deloitte

Delta Dental

Ford Motor Company

Land O’Lakes

McDonald’s

Ogilvy

Operation Smile

SAS

Southwest Airlines

U.S. Army Reserve

Take a look at what attendees said about last year’s successful event:

“This was a great way for me to catch up on areas of social media I didn’t understand, and shore up the areas in which I had a basic understanding.”

“Loved the synergy of the speakers. Also, this wasn’t hype; we actually heard how to build a strategy around social media tools.”

“I loved that there were talks that were basic enough for me as a “newbie” yet more advanced to attract people who were experts. I learned just as much talking to people during the breaks, at lunch, at the cocktail hour, as I did in the presentations.”

“Speakers and presentations were excellent. I learned so much that I had to schedule one meeting with senior manage-ment rather than discussing individually. I can’t repeat all of my new knowledge more than once.”

“I felt inspired when I left, which doesn’t happen often at conferences.”

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9:45 a.m.-10:45 a.m. Top tips to monitor social media

The first step in any social media effort—and the one that will always be part of your social media strategy—is listening. By monitoring online chatter about your organization, brands, products, services

and people, you’ll be able to make better judgments about where and how to participate in the many communities and conversations that populate the social media space. While you should take advantage of fee-based monitoring services, you should also have internal listening posts to help you spot an issue before it turns into a crisis and to help you identify hot topics that give you an opportunity to become part of the conversation. You’ll learn how to:• Identify the blogs and other properties

where issues important to your organi-zation are being discussed

• Get regular updates from these properties that are limited to emerging hot topics

• Set up “listening posts” that let you stay on top of your industry and its nascent issues

• Find out where influential people spread their messages so you can monitor their comments

Shel holTz, ABC, is principal of Holtz Communi-cation + Technology. He counsels organizations on effective online communication, including the strategic uses of social media.

11 a.m.-noon Beyond spokespeople: Activating your employees and stakeholders as word- of-mouth ambassadors

Everyone likes the idea of empowering staff to become the next blogger army on behalf of the brand until they are faced with the reality of doing it.

There’s more to preparing a workforce, alumni and partners to speak productively on behalf of a brand or organization than just delivering social media guidelines. Achieving

balance between preparing people to speak on the Social Web by carrying on conversations and supporting their personal authenticity requires work and even policies. Don’t let the “free love” enthusiasm of social media pundits fool you.

In this session, you will learn:• Who are the best social voices for your

company or brand

• How many voices should a brand support

• What are the best practices in social media training for affiliates and other stakeholders

• What are sound social media policies for workforces in the age of “lifestreaming” and Twitter

• From real-world examples how the Ford Motor Company prepared internal fans to speak up

John Bell heads up the global 360° Digital Influence team—Ogilvy PR’s latest interactive discipline designed to manage brands in an era when anyone can be an influencer. It connects brand-building PR expertise with insider’s knowledge of new digital trends.

SCoTT MonTy is Global Digital & Multimedia Communications Manager at Ford Motor Company. He is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications.


1:45 p.m.-2:45 p.m. How The Coca-Cola Company uses social media to get people buzzing about their brand

Marketing and promoting the world’s most recog-nized brand is one thing. Creating captivating, compelling content in the social media space that drives brand awareness and purchase

intent is one of the key objectives of The

Coca-Cola Company’s Office of Social Media. In 2010, the Coca-Cola brand is undertaking an unprecedented year-long social media program. Coca-Cola’s director of its Office of Digital Communications & Social Media will take you on a tour of the code-named “Expedition 206” and share the story behind this exciting program.

From blogs to Bebo, from Flickr to Facebook, learn how Coca-Cola is creating digital content and participating in online communities.

In this session, you’ll learn about: • Coca-Cola’s 4R Social Media Strategy

(Review, Respond, Record, Redirect)

• How Coca-Cola’s digital teams moderate, manage, and selectively participate in the thousands of social media mentions of their brands every day

• The importance of the “real home pages” for companies (hint, it’s Google, YouTube, Facebook, and Twitter)

• The importance of social media guidelines, training, and governance

adaM Brown is Director of the Office of Digital Communications and Social Media for The Coca-Cola Company. He and his teams lead the development and management of the company’s corporate Web sites, blogs and other emerging digital initiatives, including social media and search engine activities.

3 p.m.-4 p.m. Social media and The Business Case for Public Relations™

In the new media environment, change is coming at us fast and furious. Traditional media outlets are shrinking, while social media channels seem to multiply daily. For public relations profes-sionals these changes present significant challenges—including how the role of public relations is seen in this changing world.

Public relations has always been at the

center of a multi-stakeholder conversation, and charged with driving organizational outcomes. As the tools of communication change rapidly, it is more important than ever before for clients, CEOs, and others who engage public relations professionals to understand the role and value of public relations.


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For this reason, PRSA recently launched The Business Case for Public Relations.™ This broad-based program aims to foster global understanding of the profession’s roles and outcomes, demonstrate its business value, and enhance its reputation.

In this session, you will take a deep dive into who we are as professionals and how we offer competencies that are indispensable to critical business decisions—regardless of whether you conduct your business in a Fortune 500 company, a not-for-profit organization, the government, or an educa-tional setting. You also will learn how, by building on these fundamental skills, we are well equipped to take the lead in the social media space. While the channels may differ, the fundamental skills of relationship building, strategic communications thinking and management savvy carry the day. williaM (Bill) M. Murray, CAE, is the President and Chief Operating Officer for the Public Relations Society of America (PRSA), the world’s largest organization for public relations professionals, comprising nearly 32,000 professional and student members.

kaMi waTSon huySe, APR, principal of My PR Pro, is an Ad Age “Power 150” blogger who writes about public relations and communica-tions at Communication Overtones.




8:30 a.m.-9:30 a.m. Recognizing and avoiding the emerging legal issues in social media

The popularity of social networking media has dramatically retooled the way companies and their customers are communi-cating online. These changes are well ahead of the law, yet social

media have created some unique legal issues. Being aware of potential problems is essential to safeguard your company’s reputation and help you determine your best business strategies.

Using current real-world examples, legal expert Thomas R. Burke will provide you practical advice to help you manage social media activities of your company. Specifically, you’ll learn: • How companies are using social media

and the specific legal issues that have arisen to date, including how to avoid or neutralize them

• What actions the government may take in response to the growing popularity of social media

• How Section 230 and other federal laws protect social media content

• What employment law issues are being developed in response to the popularity of social media

• When and how a company should pursue legal action against online conduct that may be libelous or infringe copyrights

• Specific, real-world examples of social media strategies to avoid—and success-ful online strategies to emulate

ThoMaS r. Burke is a partner in the San Francisco office of Davis Wright Tremaine LLP. For two decades, his law practice has focused on media and internet law. For several years, Thomas has been named as one of the “Best Lawyers in America” in First Amendment and Media Law by Woodward/White.

9:45 a.m.-10:45 a.m. Creating consensus and changing minds in a conservative environment

There are many challenges to social media in well established and success-ful businesses. Over the years a unique culture develops and takes hold within the organization, and this can present a

problem to new communications and collaboration solutions. At Land O’Lakes, social media pioneers encountered exactly that problem—and the difficulties of dealing with multiple marketing teams. Change can be slow, but by presenting intelligent examples to trusted individuals throughout the organization, it is possible to demon-strate how social media can benefit any organization. The efforts at Land O’Lakes involved utilizing a specialized group of individuals from across the company to help answer concerns, start discussions, shape existing and new policies and start product trials to enhance the organization’s ability to serve its customers.

In this session, you will learn:• How to build an internal team of social

media advocates to help spread the message

• How to decipher what managers or executives are really looking for when they say “collaboration”

• What tools to start using, and how to demonstrate the value of transparent social communications within the organization

• What to say to the “employees are here to work, not socialize” argument—turn it into a new productivity idea

• To identify what your organization really needs from interactive solutions, and how to get the discussions started

riCk Mahn is a Social Media Strategist at Land O’Lakes, Inc. (www.landolakesinc.com) in St. Paul, MN, and the founder of Social Media Breakfast—Twin Cities (http://smbmsp.ning.com), a monthly event for social media professionals. Rick has a background in IT and has been involved in social and new media and networking for the past six years.



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Can’t attend this conference in person? Register for our live webcast of the event.

Check out details at www.ragan.com/socmed-webcast or call our customer service department at 800.493.4867.

The Coca-Cola Company, Ragan Communications and Public Relations Society of America Present:

The 3rd Annual

Social Media forCommunicatorsFebruary 22-24, 2010 • Hosted at The Coca-Cola Company World Headquarters in Atlanta

Four ways to register: Call 800.493.4867

Fax the registration form to 312.861.3592

Browse www.ragan.com/ socmed

Mail the completed registration form to:Ragan Communications111 E. Wacker Drive, Suite 500Chicago, IL 60601

Registration fees Standard After early Early bird conference price bird deadline discount price

Ragan Select member $945 $845 $745

Non-member $1,195 $1,095 $995

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Lawrence Ragan

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Chicago, IL 60601

Not a Ragan Select member? Use this Preferred Customer Code to secure your $100 discount.

Ragan Select members: Log in to secure your $250 discount now.

yes! i will attend. My check for $_______________is enclosed.

Charge my credit card: MasterCard Visa American Express Discover

Please send me an invoice (Make checks payable in U.S. dollars to Lawrence Ragan Communications)

CancellationsAll cancellations are subject to a $150 service fee (per attendee). Before January 15, 2010, you will receive a refund of your payment minus the service fee. After January 15, 2010 your payment will be credited toward a future Ragan event, minus the service fee. Registrants who fail to attend and do not cancel prior to the event are not entitled to a credit or refund of any kind. No exceptions.

Early bird registration deadline: January 8, 2010

RegistrationPre-Conference workshops • $345 • Monday Feb. 22, 20109 a.m.–noon

Social media boot camp with Mark Ragan

How to use social media to turn your employees into your best brand ambassadors with Ari B. Adler

1:30 p.m.–4:30 p.m.

How to strategize your company’s social media presence with Shel Holtz

Live webcast Can’t attend this conference in person? Register for a live webcast of

the event. Details at www.ragan.com/socmed-webcast.

Conference informationThe Coca-Cola Company One Coca-Cola Plaza, Atlanta, GA 30313.For hotel and travel details please go to www.ragan.com/socmed-hotels

the 3rd annual social media for communicatorsthe coca-cola company, ragan communications and public...

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