Thursday, February 23
Welcome remarks with Mark Ragan and Craig Mullaney
Your company has amazing stories to tell: Uncover, capture and share them
In this opening keynote, renowned photographer George Lange will teach you how to see your organization from a di erent perspective. You will learn how to capture and share authentic stories about your company and leaders in both photographs and video. Walk away inspired to engage in a new form of social storytelling that will positively reframe your brand and captivate all your audiences.
A picture worth a thousand words: How leaders can use Instagram for authentic interactions with employees and customers
In the last year, Instagram hit 600 million users, making it one of the most important platforms for businesses and leaders to connect with their audiences around the world. Come learn how Instagram has rapidly evolved, adding new products like Stories, Business Pro les and Live. This session will also focus on communications trends taking place on Instagram and tips and tricks for building a successful Instagram account.
During this session:
- Learn why Instagram is the fastest growing platform for business leaders
- See great examples of global ifluencers and business executives who build communities on Instagram
- Get hands-on training in the creative tools and techniques that bring your visual presence to life, including lters, hashtags, and captions—and products such as Video, Instagram Stories, Boomerang, Layout, and Live
- Capture great shots with low-cost, high-impact production tips
Facebook Live: Best practices to broadcast video that engages employees, customers and influencers
No other medium grabs attention and conveys an authentic experience like live video. Facebook Live empowers communicators and marketers to go live from a CEO town hall, provide behind-the-scenes interactions with a leader and broad- cast the launch of a new product. In this workshop, you will learn best practices and get hands-on experience using Facebook’s live-streaming platform to engage with employees, customers and in uencers.
Using real examples, you will learn:
- Why Facebook Live? We’ll show you how going live on Facebook provides the greatest return for your time spent
- How to engage your audience before an event by building anticipation; during an event by streaming a unique perspective; and after an event by re-posting the video link
- Recommended tools and resources to shoot a great Facebook video on any budget, whether you use a mobile phone or a multi-camera professional broadcast team
- How to go live on Facebook with step-by-step, hands-on instruction
You’ll walk away from this session with all the knowledge you need to broadcast your live-streamed video on Facebook from your own mobile device!
Networking lunch and optional tour of Facebook HQ
In the trenches: Day-to-day tips from successful teams
Hear from a panel of real-world practitioners how your senior execs and C-suite leaders can deploy Facebook and Instagram groups for maximum e ect to share important messages with employees, customers and prospects.
You will learn how to:
- Sell the Facebook and Instagram opportunity, develop a strategy, and get started
- Work with your team and marketing, communications, HR, legal, investor relations or an agency
- Build trust with your executive and get the most from his or her limited time
- Connect with followers powerfully to foster unprecedented engagement
- Answer di cult moderation questions
- Field customer support inquiries
- Tailor your content to any platform to strengthen and spread your message
- Measure success and convey the ROI to your leaders
Workplace by Facebook: Make your office space a more open place
More than 1.79 billion active users on Facebook keep updated with family and friends. Now there’s an internal version of the Facebook app called “Workplace” that allows co-workers to communicate with each other in real time from di erent global o ces, collaborate on brainstorming sessions or nd quick answers. More than 1,000 businesses have adopted the platform and are using it to connect with non-desk workers who use mobile phones at work. “Workplace” creates a more connected, open environment where leaders talk directly to employees in real-time via town halls broadcast on Facebook Live, town halls that feature live, real-time Q&A’s in the workplace. In this session, you’ll nd out how this new platform revolutionizes corporate culture and communications.
You will learn how to:
- Bring your company together, whether you have 100 or 100,000 employees. You can make your huge workforce feel small, conversational, intimate!
- Enable your leaders to foster open dialogue and culture like never before through direct communication with the workforce
- Give your employees real-time news they need to know about their company instantly
- Put technology and engagement in the hands of those who haven’t had it before, especially non-desk workers
- Share and gather information in real time—enabling instant virtual brainstorm- ing sessions among employees in o ces around the world
Special keynote: Facebook in the C-Suite
As social media platforms continue to grow in reach and impact, it is increasingly important to understand the role they play and could play among the world’s business leaders. Burson-Marsteller, a leading global strategic communications and public relations rm, has tracked the social media footprint of governments and international organizations since 2012. Today, 87 percent of all 193 United Nations member governments have a Facebook presence; 124 heads of state and government have personal pages on the platform; and 100 of them share pictures on personal Instagram accounts. For the Facebook Leadership Communications Summit, Burson-Marsteller has developed its first exclusive study of how world business leaders use Facebook and Instagram and what they could learn from their counterparts among government leaders.
Networking cocktail party at Facebook Headquarters
Friday, February 24
Optional tour of Facebook Headquarters
(Space is limited—opportunity to sign up will be provided a week before the conference.)
Opening keynote: Facebook is a leadership technology
Facebook is the largest social network in the world and o ers business leaders an authentic way to engage with new and existing customers. It’s the new town hall for business leaders to engage employees, customers, partners and other stakeholders. More than a billion people each day spend 45 minutes on Facebook. You can reach existing and new audiences with a exible set of publishing tools to share your stories, short or long, in text, photos, videos, Q&As, and more. Learn from Facebook Strategic Partner Development Manager Craig Mullaney why Facebook is the quintessential business tool today.
You’ll learn:
- Hear from Facebook’s lead for partnerships with global business executives
- Learn why the number of business leaders using Facebook and Instagram accelerated in 2016
- Understand what resources and programs are available to support business leaders who successfully use these platforms
- Why communication is the best tool to motivate employees and boost your brand
- Best practices to help you meet your business goals
- Top techniques for communicating in a distinctive voice on Facebook
- How to in uence and build trust in a global audience—with examples and takeaways
Media tomorrow: What you need to get ready for the next big thing
Tectonic forces have re-shaped global media. The days when most of marketing budgets were spent on television advertising are over. Companies now take their messages directly to customers on social platforms that foster one-to-one conversations. Want to nd out what’s coming in this new media landscape so you can prepare? Brian Robinson, head of media partnerships research at Facebook, shares his insights on trends you’ll want to take advantage of, including:
- Mobile is changing media globally: Screens are with us every waking moment. Mobile devices are extensions of our bodies; they’re how we learn from and engage with the world. The mobile world o ers enormous opportunity for reaching and engaging audiences, in your target markets, and around the world!
- Video matters more than ever: Visual storytelling transcends language and culture, and it’s a highly e cient way to convey news and information; young people are especially uent in visual communication. And video continues to be the best-monetized form of content.
- Live video commands center stage. Visceral and exciting, it’s a natural entry point into any virtual community. It leads seamlessly to powerful interactions between broadcasters and audiences.
- Media relations are transforming into people relations for good. What this means for your PR and marketing.
Case study: How Walmart’s CEO uses social media to converse with more than 1 million employees
Walmart CEO Doug McMillon believes in an open door. He also believes that communications with his associates comes rst. But a workforce of 1.3 million in the U.S. in 5,000 stores means that communicating presents huge difficulties. That’s why the CEO of the world’s largest company embraced Facebook and Instagram as direct channels to all his associates. What’s unique about McMillon’s Facebook page is its internal focus: It’s less about positioning Walmart’s brand for marketing than about opening conversations with employees, conversations largely about his employees.
In this session, you will learn:
- How to maintain a consistent, authentic, relevant executive voice
- Exciting ways to inform and connect employees with live video at important events like the annual associates and shareholders meetings
- Content strategy: Why featuring associates and their achievements works for Walmart—and could be a winning formula for your brand as well
- Protocols for managing negative comments and sensitive subjects
- How an executive’s Facebook page matches messages to his company’s brand
Networking lunch and keynote: Engaged leadership in the age of populism
Election 2016 solidified mounting evidence that the media landscape has imploded, with peer-to-peer voice outweighing the impact of elite institutions, including mainstream media. People’s expectations of how companies and executives communicate with them have changed. In his keynote, Richard Edelman will reveal insights from the 2017 Edelman Trust Barometer. He will examine ways an executive’s authentic social media presence can build and protect a company’s reputation.
How your executive can use Facebook for greater social good
Facebook can be a powerful platform for social good. It allows business leaders the exciting opportunity to easily encourage their employees and followers to support important causes. Its new features make it simpler for nonpro ts to raise critical funds on social media. For example, this past year Facebook partnered with Movember to help people raise awareness and funds for men’s health.
During this session, you will:
- Learn about Facebook’s new products and support for nonpro ts and foundations
- Understand how business leaders can raise a stronger voice for good on Facebook
- Discover what your business can learn from Movember’s e ective campaign
- Learn to create a dialogue that stimulates your followers to engage with your social-good message—and share that message widely
Case study: How Uber’s CEO connects with a global community
In less than a decade, Uber has created a global community across 524 cities worldwide and millions of passengers and drivers. Uber co-founder and CEO Travis Kalanick has embraced Facebook to connect with this community of unprecedented scale.
In this session, you will learn:
- How to employ video in a fresh, engaging way to support major announcements
- The benfits of social media transparency for building trust
- Tips for collaboration across internal stakeholders
Refreshment break
Executive communications in an always-connected mobile world
You can build, enhance, and protect the reputations of your company’s executives on social media. Social media is especially critical during a crisis that plays out on 24-hour cable news. You’ll hear from a panel of experts who will discuss how to best work with your leaders to maximize the potential of platforms like Facebook and Instagram.
You will learn how to:
- Build a community on Facebook and Instagram with strong visuals and text that convey your company’s true culture
- Set up a credible, real voice on social media by sharing employee stories, industry news and information—not just pushing products and services
- Establish executive credibility online early on social channels so you have an established presence when a crisis strikes
- Ensure your leaders respond to a crisis in a timely way — even if you don’t have all the answers
- Develop mutual trust with an agency that creates your authentic platform voice with input from your executives and continuous feedback
- Minimize the gap between leaders and audiences geographically, culturally and politically with executive communications that resonate with a range of perspectives
Closing keynote
Zillow Group’s Spencer Rasco is passionate about being a social CEO. He has full ownership of his social channels and he values the authentic interactions he’s able to have with customers and employees. In his closing reside chat, you will hear how he uses Facebook and Instagram Stories to expand his mission to be com- pletely transparent. You’ll walk away from the discussion with the knowledge and business case to inspire your executive to become a truly social leader.
