Social Fresh

Registration

Start the day!

9:35AM – 10:20AM

Word of Mouth As A Business Decision – SPIKE JONES

As social media becomes a marketing options that is more and more flooded with technology and tools and apps and software — It becomes even more important to remember that at it’s core is a very strong word of mouth movement. Word of mouth existed long before Facebook and Twitter. And these tools can surely aid in getting people to talk more about your business and tools. But it is important to grasp the core concepts of word of mouth as they apply to Social Media, BEFORE you get too caught up in all the tools.

The Art of Community Management [PANEL]

As brands increasingly engage with customers online, in direct conversations, there is a vanguard of managers that own that conversation on behalf of thousands of businesses, our community managers. This new skill set is evolving at a rapid pace and we have yet to glimpse the large demand for these positions moving forward. What makes a good community manager? Should they be in house or agency side? Is community management able to drive real business results or should it be more focused on service and top of mind? A good community manager can grow a business’ online community profoundly. During this panel we will extract as much insight as possible from a strong set of diverse social media professionals.

LUNCH and LEARN

Thank you to Newell Rubbermaid for helping us provide lunch to the attendees of Social Fresh Atlanta. Take this long rest period to review the content we have covered in the first half of the day. Stop by our sponsor tables. And discuss with your peers what you have learned and what has made you think.

Chick-fil-a Fights Facebook with Fans [CASESTUDY]

Chick-fil-a had a great fan running their Facebook presence initially. When they decided to fully commit to investing in social media as a major marketing platform, they reached out and worked with fans that were already championing them on Facebook and other sites. They wanted to grow this platform and community, but at the same time they did not want to get in the way of their community. Since then they have dramatically AND organically grown their Facebook Page fans, use that success to grow their efforts to Twitter and other platforms, and begin to see real consumer movement driven from their social media marketing.

Demo Fresh – Social Media Tools of the Trade [DEMONSTRATION]

You have asked and we listened. One of the pain points for any social media professional today is filtering through all the different software and new tools that pop up daily. One of the things Social Fresh has began doing at our events to help, is to bring in leading vendors to demo their software and services live to our marketing audience. The vendors get tons of eye balls on their service and our marketer audience gets a better demo in a low pressure zone.

The Science of Facebook Page Management [PANEL]

Facebook pages are at once mysterious and highly leveraged marketing machines. So what fills that gap between those that can’t really get a Facebook page to take off and those that move real consumer behavior on the platform? That is what this panel will cover. From how to setup a fan page to managing the response and content daily to larger more involved campaigns. Join a diverse panel as they help you discover the correct Facebook page formula.

Spike’s background includes business development and contributing strategic development – from insight to creative execution – of word of mouth movements and social media for companies including USAA, AT&T, General Motors, Chevy, BMW, Dagger Kayaks, Fiskars Brands, Rage Against the Haze (South Carolina’s youth-led anti-tobacco movement), and Best Buy.

Spike played a significant role in growing Brains on Fire into one the most sought-after and well-respected word of mouth companies in the industry. In addition, he is a co-author of the Brains on Fire Book.

Spike has served on the Board of Directors for the Word of Mouth Marketing Association (WOMMA) and has been the agent of enlightenment at many, many a speaking gig, including various private events (Michelin, Biltmore Estates, Marcus Hotels, Susan G Komen Foundation) and at national conferences like Social Fresh, the Public Relations Society of America events, GasPedal’s WOM Supergenius Summit and the Association of National Advertiser’s Senior Think Tank Committee.

Labeled “one to watch” from an anonymous answerer to a Net Promoter Survey, Spike is smart, good looking, athletic, persuasive and a rock star inside his own head. He also never passes up a chance to write his own bio.

Nick Ayres
(@nickjayres)
Intercontinental Hotel Group

Nick formerly served as the Interactive Marketing Manager for The Home Depot and holds an MBA from the Georgia Institute of Technology.

He loves hanging out with wife and two little girls. I’m also passionate about music (I’m a sucker for anything with a good melody,) my Kansas Jayhawks, social media, faith, friends and… Diet Coke (how could I almost forget???)

Jennifer Ecclestone
(@jenecclestone)
General Motors

Jennie has been involved on the ground as GM has increasingly reached out to their customers through Social Media through their brands Chevrolet and Buick. Her activities on behalf of GM include the numerous events automotive and tech/social events they take part in, to on-the-ground engagement for consumers with their cars, to helping manage their online communities built around blogs, Facebook, and Twitter.

Jennie has been with GM since late 2009 and is currently in charge of coordinating social media and traditional communications for the Southeast Region. She focuses on grassroots, diversity, student and comunity outreach programming.

Michael McCathren
(@ithinkk)
Chick-fil-A

He is a transplanted Texan who calls Atlanta home with his two kids and wife of 22 years.Michael joined Chick-fil-A six years ago and heads up the company’s interactive digital marketing group.

His team crafted the company’s online marketing strategy and dramatically increased the brand’s presence online by leveraging the power of the in-store experience through branded websites for its franchisees, an enhanced enterprise and local email strategy, and a unique relationship with a loyal customer to launch the brand on Facebook.

As of August, the fans page is over 3 million fans strong, the largest single fans page of any QSR chain in America.

Tom Martin
(@TomMartin)
Converse Digital

Tom has sense started his own consultancy, Converse Digital, because of his belief that advertising lies in the ability to effectively monitor, create and engage in digital conversations with consumers. When Tom is not working on behalf of Clients, he spends a lot to time speaking at conferences, private seminars and workshops. He also blogs over at Positive Disruption by Tom Martin, and he is also a regular AdAge contributor.

When not working with companies to create and engage in digital conversations, Tom likes to read and enjoys a very, very occasional round of golf. He even once appeared on an episode of Food 911 on the acclaimed Food Network and I won my Cadillac Escalade with a half-court basketball shot at his kids’ school fair.

Jesse Engle
(@engle)
CoTweet

Jesse is co-founder and CEO of CoTweet. Following the company’s 2010 acquisition by ExactTarget, Jesse now leads ExactTarget’s Social Media Lab and guides the strategic direction for the company’s social media products. A 15-year industry veteran, Jesse’s expertise in web-based business and product development, branding and user experience has been instrumental in helping CoTweet become the “go-to social-media platform” for the world’s most admired brands – including Citigroup, Delta Airlines, Kelley Blue Book, McDonald’s, Microsoft, Sprint, Staples, Universal Music Group, Whole Foods and others. Prior to CoTweet, Jesse held senior leadership positions at Swatchbox Technologies, Armstrong World Industries, Breakaway Solutions, Conducent and CKS Interactive.

An expert in corporate social media, Jesse has been widely quoted in leading media outlets, including The New York Times, The Wall Street Journal, CNET/Webware, Mashable and InformationWeek, among others.

Jesse holds a bachelor degree in marketing and entrepreneurial management from The Wharton School of the University of Pennsylvania

Erika Brookes
(@ebrookes)
Vitrue

From 1995-200, Ms. Brookes was the vice president, product marketing for MindSpring Enterprises and launched innovative services such as Spaminator & broadband. From 2000-2003, Ms. Brookes as vice president, brands strategy & product marketing, contributed to growing Earthlink’s total awareness to 60% of US households and its customers to 5 million. Ms. Brookes led the launch of new product features, Pop Up Blocker & Accelerator. As vice
president, marketing from 2008-2009, Ms. Brookes ran all aspects of marketing including loyalty efforts.

Before joining Vitrue in May 2010, Ms. Brookes was the vice president, sales & marketing for Jungle Disk (a division of Rackspace), a SaaS cloud-based data backup. During her tenure, Ms. Brookes re-launched the Jungle Disk brand targeted at small business & doubled customer growth.

Ms. Brookes earned a BS in Business Administration from Berry College and has completed post-graduate executive level education in finance and marketing.

Justin Kistner
(@justinkistner)
Webtrends

Kelly Voelker
(@gracokelly)
Graco

Kelly has been at Graco for just over a year leading the company’s consumer engagement strategy. As the company’s chief blogger, she also manages Graco’s media outreach, creates advocacy campaigns and builds stakeholder relationships. Kelly also leads the company’s efforts in reputation and issue management.

Kelly has spent her public relations career working with large consumer brands in the luxury, retail, consumer products/CPG and consumer health industries. Prior to joining Graco, Kelly worked with brands like Starbucks, Unilever, and Georgia-Pacific on national and global product launches, public relations efforts and word of mouth campaigns.

Visit the Graco blog at www.blog.gracobaby.com or follow us on Twitter at @gracobaby and @gracokelly.

Dawn DeVirgilio
(@dawndevirgilio)
Exact Target

She is works in Interactive Marketing for ExactTarget, where she helps manage their community and represents them on Twitter.

Jeff Hilimire
(@JeffHilimire)
Engauge

Under his direction, the agency has been recognized by a number of industry awards, including PRSA awards, the Web Awards and American Business Awards.

Jeff was ranked #4 on Catalyst Magazine’s Top 25 list of Atlanta Entrepreneurs and is a 1to1 Magazine Customer Champion. He speaks regularly in the industry on the topic of emerging marketing and leadership.

Dave Kerpen
(@DaveKerpen)
Likeable Media

Dave is one of the leading experts on social media and Facebook marketing. Dave and his work have been featured on CNBC’s “On the Money”, ABC World News Tonight, the CBS Early Show, and the New York Times, and countless blogs.

In 2009, Dave spoke at the Specialty Equipment Market Association (SEMA) Conference, Print Services and Distribution Association (PSDA) Conference, and Word of Mouth Marketing Association (WOMMA) Summit.

This past year Likeable has expanded, with a new office in Boston and Chicago, and new clients, including Heineken, IMAX, Cumberland Farms, Uno Chicago Grill, Verizon, 1800Flowers.com and Stride Rite. Dave now manages the presence of over 150 brands on Facebook, and other social media sites.

Dave is proud of Likeable’s 2008 WOMMIE Award from WOMMA for excellence in Word of Mouth Marketing, but prouder of his two little girls at home — Charlotte and Kate.