What's Next DC - Marketing and Communications Conference Washington DC

Major George Hood

Chief Communications Officer, The Salvation Army

The Lifeblood of All Organizations

Communication: The Lifeblood of All OrganizationsWe talk a lot in our daily business environment. But . . . are we talking to the right people about the right things at the right time? An efficient communications infrastructure will be the means for expanding our resources and growing capacity. Lets discuss corporate communications as a critical element for business growth and achievement.
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Jamie DePeau

Corporate Chief Marketing Officer, Lincoln Financial Group

Brand 360

Brand 360As marketers, our job is to create relevant, differentiated break through campaigns that grab our customers and prospects attention and entices them to learn more about our organization. Yet, too often organizations launch new advertising campaigns and think that alone will build their brand with key stakeholders. This session will discuss how effective brand building starts with integrated marketing and communications programs, but encompasses much more in order to truly build brand loyalty.
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Gwynne Kostin

Director Mobile, GSA

Anytime, Anywhere, Any Device

Anytime, Anywhere, Any DeviceCan government serve the public anytime, any where and on any device? Federal agencies are looking at using social, cloud and mobile technologies to bring untethered info and services into the civic square. This means looking at information in new ways and innovating around what 21st century government does. GSA has been working with agencies across government to develop a roadmap on how to make mobile gov. On the way, we've learned about ways to prepare your organization, look at ROI and embrace the possibilities. We look forward to sharing!
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B. Bonin Bough

Senior Global Director of Digital and Social Media, PepsiCo

Digital Fitness

Digital FitnessSociety is rapidly becoming 100% digital. New technologies have transformed the way people work, learn, communicate, and share. Yet large organizations have often failed to pace with this transformation, and now lag far behind the rest of society in their digital thinking and capabilities. For businesses to survive, let alone succeed, they must quickly and continuously adapt to the ever-changing digital environment. The key is Digital Fitness – embracing the attitudes, adopting the tools, and allocating the resources necessary for organizations to thrive in a dynamic digital world. In his presentation, Bonin will explain the elements of Digital Fitness, and how to drive its principles throughout an organization. He will detail how PepsiCo has become one of the most Digitally Fit companies in the world, helping to drive the business and support the company ethos, "Performance with Purpose." For organizations, the stakes could not be higher: embrace Digital Fitness, or go the way of the dinosaur.Close

Timothy Chi

CEO, WeddingWire

From “Yes!” to “I Do”, Success with Technology in the Wedding Industry

From “Yes!” to “I Do”, Success with Technology in the Wedding IndustryTimothy Chi, CEO, and Sonny Ganguly, CMO, of Bethesda-based WeddingWire, built one of the most recognizable brands in the wedding industry, in less than four years. In this dynamic session, attendees from all industries will garner practical and specific strategies to maximize success, while minimizing costs, using social and mobile marketing. As the social and mobile worlds continue to grow, join Tim and Sonny to learn what your business can do to be prepared and stay ahead of the technology curve, without spending a penny.
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Sabrina Caluori

Vice President of Social Media & Performance Marketing, HBO

HBO.com/Connect

HBO.com/ConnectSabrina will present a case study on HBO.com/Connect. She will then cover questions like: 1) How do you find, hire and keep great people? 2) How do you structure a growing social media department (macro and micro) 3) How do you ensure that you (and your team) don't just become "tweet monkeys" 4) How do you work with other groups across the organization who are also involved or using social in some way (PR, Advertising, HR, etc.) Sabrina's presentation will be a part of the Social Media @ Large Organizations panel.
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Eric Ludwig

VP Marketing for US Consumer, Rosetta Stone

Big Brand Social for Audience Development, Leads and Profit

Big Brand Social for Audience Development, Leads and ProfitPanelist on Social Media at Large Organizations Part 1
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Amy Thibodeau

Content Strategist, Facebook

Copy Matters: Content Strategy for the Interface

Copy Matters: Content Strategy for the InterfaceWhen it comes to space-constrained interface content (from the web down to the smallest smartphone app), every word has to communicate something important and create value. The problem? Typical content strategy techniques are hard to apply to interface copy, which means language is often slapped together at the last minute by developers. How can we adapt content strategy tools and tactics to an interface context? This session will explore workable strategies for creating content that persuades, assists and informs in a few words or less.
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Robert Harles

Global Head of Social Media, Bloomberg

The Bloomberg Experience

The Bloomberg ExperienceThe Bloomberg Experience will cover the evolution of social media and how Bloomberg is starting to use it. Robert will discuss the challenges, applications, and measurement associated with social media. Finally, he will cover how to derive real value from it. Robert will be part of the Media Coverage of Social Media panel.
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Lauren Indvik

Associate Editor of Marketing & Media, Mashable

Media Coverage of Social Media

Media Coverage of Social MediaIn a world where media coverage is constant and sharing abounds, Mashable's Lauren Indvik will explain what Communications and Marketing professionals need to know to get the attention of the media, how to leverage placements -- paid and earned -- and what works for social engagement.
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Matt Goddard

CEO, r2i

Social Decision Making and the Conversation Layer

Social Decision Making and the Conversation LayerWe have entered a time where most product information is already known and readily available to potential consumers, and decision-making behavior has shifted to online communities of interest where socially exchanged information determines what we will eventually buy. The conversational layer of the web has arrived and although we can buy audiences on social sites like Facebook and Twitter and even build our own communities of loyal customers, the way people make decisions has changed forever. This advice seeking and advice giving behavior, which is routed in risk reduction happens faster than brands can sometimes react and its just the beginning. R2i CEO Matt Goddard will share new methodologies being tested by brands to incorporate these decision making changes into their digital and social programs.
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Cammie Croft

Senior Advisor, Director of New Media and Citizen Engagement, U.S. Department of Energy

Online Presence and Local Information

Online Presence and Local InformationOver the last 18 months, the Energy Department has undergone significant changes in it’s online presence from launching several social media ‘firsts’ for the Department – the Energy Blog, @Energy Twitter and Facebook.com/Energygov – to relaunching Energy.gov with specific focus on local information and resources to help consumers and businesses save energy and money. During the New Media in Government panel, I’ll provide an inside look into the Energy Department’s digital strategy, some lessons learned and where we’re going next.
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Kori Schulman

Deputy Director for Online Outreach, The White House

White House Case Study: Tax Cut

White House Case Study: Tax CutThe White House Office of Digital Strategy is the first of its kind. Charged with engaging Americans online, the Office utilizes WhiteHouse.gov, social media, email, mobile and online outreach to connect with citizens around the country on a host of issues, ranging from creating jobs to the First Lady’s initiative to support military families. This session will focus on online efforts to engage Americans in the payroll tax cut debate happening in Washington, DC in December, 2011. Tens of thousands of Americans spoke out online about what losing an extra $40 per paycheck would mean for them and for their family. Before Christmas, President Obama signed a 2-month payroll tax cut extension into law, and thanked Americans for raising their voices and making all the difference.
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Melodie Jackson

Associate Dean for Communications & Public Affairs, Harvard

Rebranding in the Age of Social Media

Rebranding in the Age of Social MediaWhat does it mean to rebrand your organization in the age of social media? Co-presenters Mitch Baranowski (BBMG) and Melodie Jackson (Harvard Kennedy School) will share how, given today’s new marketing paradigm, brands must be co-created to stay relevant for consumers who care more about authenticity and transparency than fleeting promotions. Real-world case studies will have you walking with actionable insights and clear takeaways for unleashing the latent power of your brand.
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Jim Rosenberg

Head of Social Media, The World Bank

The World Bank & Social Media

The World Bank & Social MediaOn the heels of a major transparency drive, open data project, and
progressive access to information policy, how does an international
development institution working in more than 100 countries shift from
traditional top-down communications to crowdsourced, real-time
engagement via social media? Hear about successes and struggles as the
World Bank works to “democratize development” and remain accountable,
open, and results-oriented.
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Jonathan Stephen

Head of Mobile, JetBlue Airways

Mobile: The Connected Traveler

Mobile: The Connected TravelerWhether for business or simply for pleasure, mobile has had a major impact on air travel. More and more airlines today are using this channel for travel services, commerce, and marketing. This session will discuss how the JetBlue Airways has used this technology to not only engage with their customers, but also improve the travel experience for the connected traveler.
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Chris Traganos

Senior Web Developer, Evernote

Developer's Playbook: Supporting Growth with Strategy

Developer's Playbook: Supporting Growth with StrategyAs companies and non-profits directly interact with their visitors and customers online, the need for a solid framework is critical for success. Having a team in place to support and ramp up resources is directly tied to showcasing your offerings in a consistent and reliable way.

Chris will review methods and demonstrate tools for supporting Evernote's online presence. Using insights gained from specific examples and lessons, the talk will aim to provide tangible steps and best practice for your sites.
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Mike Chan

Director of Strategic Marketing, Washington Capitals

Capitals: Multi-Channel Case Study

Capitals: Multi-Channel Case StudyMike will discuss a truly multi-channel campaign the Washington Capitals executed this season. The Caps incorporated direct mail, email, TV ads, radio ads, online ads, in-game promotion, QR codes, mobile marketing, and social media to lead fans to PURLs and landing pages and automated the process for sales reps.
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Rachel Tipograph

Global Digital and Social Media Director, Gap

How to Execute Your Social Strategy

How to Execute Your Social StrategyStrategy is nothing without action. Often the hardest part of social media within corporations is bringing it to life. Rachel will teach attendees of this session how to operationalize social strategy within today's companies. Rachel's presentation will be a part of the Social Media @ Large Organizations panel.
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Rich Pesce

Sr. Manager, Social Media Communications & Digital Media, Capital One

Negotiating the Truce Between Lawyers and Social Media Pros

Negotiating the Truce Between Lawyers and Social Media ProsHave you ever felt as if getting your social media campaign or promotion through legal review was like waging war? With some changes to your approach and an understanding of the type of information your lawyer needs to assist you, it doesn’t need to be this way. Please come to this open and honest dialogue session prepared with “war stories” of your own and any tried-and-true battle tactics and negotiations strategies.
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Gayle Weiswasser

Vice President of Social Media Communications, Discovery Communications

The Power of Real Time Engagement

The Power of Real Time EngagementGayle Weiswasser from Discovery Communications will talk about how the company uses social media to build community and enthusiasm for its network and shows, including real-time engagement with fans and talent interaction across its pages. She will also provide strategies that non-media companies can adopt to optimize engagement on their social platforms to reach their business goals.
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Greg Reeder

Director of Digital and Social Media, Defense Media Activity

Going Digital

Shifting Sands of Communication - Going DigitalAs communicators today, we face drastic changes in the ways people gather, use and share information. Paradigms are upended, traditional methods are (or have) withered away and shifting interests demand a change of course – into new and unfamiliar territory. Having dealt with change over the past two centuries, the Marine Corps adapted to staffing, budget and technology challenges to offer the first public digital publication from the U.S. military. In this session we’ll discuss the motivation for change and the nuts and bolts of how to offer a digital magazine and brand through the App store, Android Market and beyond.
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Katharine Zaleski

Executive Producer and Head of Digital News Products, Washington Post

Social Media at Large Organizations

Social Media at Large OrganizationsPanelist
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Tim Mahlman

Chief Revenue Officer, Klout

Reaching the Influential Consumer

Reaching the Influential ConsumerReaching eyeballs isn't enough anymore, you need to reach the right people at the right time. As influence and word of mouth power becomes measurable and actionable how can you use that knowledge to harness influencers' power for your brand? This fireside chat with Klout's CRO, Tim Mahlman, will address the power and best practices of reaching and engaging influencers.
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Christian Campagnuolo

VP Brand Strategy & Creative Services, Blackboard

Blackboard's Story

Blackboard's StoryChristian Campagnuolo discusses the evolution of Blackboard's brand. The story explains Blackboard's point of view on education and what they are doing to improve the education experience.
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Alison Hillhouse

Senior Director of Insights Innovation, MTV

Let's Play Marketing

Let's Play MarketingMTV has explored in depth how Millennials approach everything in life like a multi-player game - including interactions with your brand. This
study provides valuable insight into the game-like relationship between
consumers and brands, and also provides a "playbook" or framework of how
brands can engage with them in the context of marketing, customer
service, the shopping experience and even product design.
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Max Clark

VP of Business Development, Vitrue

Social Gaming

Social GamingSocial gaming has been growing steadily as a tremendous marketing force and opportunity. Facebook estimates active monthly gamers make up 40% of its overall user base. Internet gaming now surpasses email in terms of engagement time. With every indicator telling us social games are wildly popular with a growing number of Facebook users, and with marketers taking notice of their power to engage audiences, we will talk about the techniques that brands implement, including leaderboards, challenge-a-friend, in-game charitable giving, sweepstakes, giveaways and coupon integration. Tips, tricks and best practices for building a branded social game.
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Vanessa Sain-Dieguez

Director of Social Media Planning & Integration, Hilton Worldwide

Driving Authentic Social Engagement

How Hilton Worldwide is Driving Authentic Social Engagement Through Empowered EmployeesLearn how Hilton Worldwide is empowering employee advocates to engage in social media and create authentic one to one relationships with potential and existing guests alike through its twitter handle @HiltonSuggests. Vanessa will discuss how this program came to be and the success they have seen from authentic social engagement.
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