TRACK 3: Social Media Best Practices
Thursday, Oct. 4
Boost your email communications: Lessons learned from Expedia’s team
What could you learn from Expedia’s experience with email metrics together with the insights from analysis of another 200 million internal emails? If you want to send better, more engaging messages—whether it’s executive communications, benefits information or organizational news—email strategies based on objective data will help. In this bonus session, enjoy a delicious complimentary breakfast as Bobby Morrison, IT manager of communications and engagement for Expedia, and as Michael DesRochers, founder and managing director of PoliteMail, walk you through measurement lessons and insights you can put to work immediately. Learn the latest trends in mobile email and tips to improve your digital missives—along with your overall internal communications strategy.
- What makes an email more likely to be opened and read—and how to optimize yours
- Distribution and timing secrets to boost engagement
- How to use images to increase readership
- An easy technique to skyrocket your email click-through rate
- More effective ways to measure email results at your own organization
Space is limited, so reserve your spot in our pre-event survey (coming in September).
Build communications that inspire action, build trust and bolster relationships
Outstanding leaders and communicators know how to connect with people through emotional storytelling and powerful messages. However, even the best executives and PR pros can break a sweat at the thought of addressing huge crowds to share their organizations’ visions, their own thought leadership, or the crisis response to rebuild a battered reputation. Words can be both leaders’ and communicators’ most powerful assets when shared thoughtfully and strategically. Using proven communications techniques, you can establish your expertise, quickly connect with those you address, and get your point across—whether on a page or on the stage.
Phil Spencer, executive vice president of Gaming at Microsoft, will join story strategist to the C-suite and novelist Justina Chen to discuss how they tackled the challenges of crafting effective communications and show you a look inside their collaboration and creative processes. In this fireside keynote moderated by Xbox chief-of-staff Catherine Gluckstein, you’ll learn how to get flex your storytelling muscles, get your brainstorming and creative juices flowing, and push through plateaus and public speaking discomfort to achieve your breakthrough moment—no matter the stage.
Driving internal communications, inclusion and careers in tech organizations
Internal and employee communicators are typically familiar with the basics of crafting communications plans, creating content, measuring results and developing crucial relationships. Do the same approaches apply when it comes to technology organizations, especially with today’s focus on transparency and culture? Sara Brown, head of internal communications for Facebook’s Augmented and Virtual Reality teams, will walk you through the typical tech communications lifecycle and share tech-centric best practices for growing your skills and career along the way.
- Best practices for communicating across global technology organizations
- How to promote diversity and inclusion with every communications plan
- Key metrics for gauging impact
- Tips for sharpening your skills and improving relationships
Transform your workplace communications to foster engagement, connections and more
As the modern communications continue to undergo transformations with digital trends and best practices, it’s increasingly clear that people are organizations’ most important assets. No matter your industry or organization, your employees can greatly affect your communications and branding efforts, and be a powerful driver of your culture, mission and values. Though today’s workforce thrives in an environment of collaboration and engagement, current research shows that an astonishingly high percentage of full-time employees are disengaged at work.
In this special keynote session, you’ll learn how to improve employee engagement and empower people in your workplaces with technology, including artificial intelligence to make your communications more human. Using Microsoft’s internal transformation as an example, communications leaders will explain why employee engagement is crucial to your organization’s success—and why now is the time for a new culture of empowerment, where conversations and connections are nurtured and sustained—and your talent experience is purpose-built to enable employees to deliver on your brand’s promise.
Networking cocktail party, courtesy of Microsoft
Join your colleagues and new friends at this networking event at Microsoft’s Visitors Center. You’ll enjoy great conversation, food and drinks while getting a peek at some of Microsoft’s latest technologies.
Friday, Oct. 5
Engage though mobile and beyond: Trends that are shaping the modern workforce
Emails, newsletters and intranet portals can miss the mark with employees of the modern digital workforce. To increase engagement and communicate effectively with today’s employees, corporate communicators must embrace the top trends and tactics that can cut through the noise of the increasingly chaotic online media landscape and deliver messages that resonate. Join Jerry Rosen, CMO of RMG Networks, to get an exclusive first look at a Ragan and RMG survey that reveals feedback from hundreds of internal communications executives worldwide. You’ll learn what tactics these executives are using to address their organizations’ most pressing issues, along with how you can prioritize them to improve employee communications engagement and adoption.
- The five most significant internal communication obstacles reported—along with tactics to overcome them
- How you can make your primary internal communications channel mobile—and why you should
- Secrets for powering employee adoption to your mobile-focused communications
- Why personalized and targeted content is more effective to reach your communication goals
- How to clinch executive approval and justify your department’s efforts
Using digital tools, channels and strategies to boost employee communications
Your employees are a crucial element of your organization, its culture and communications efforts, so sharing news, announcements and other messages with them should be more than dumping your messages onto an intranet channel or in an email. Liz Freeman, head of employee communications for Expedia Group, has worked to establish the company’s rebrand, aligning and exciting thousands of global employees around a new vision and purpose. In this session, she’ll share how doing so is possible by focusing on workers and looking through a consumer lens to deliver messages that resonate and build loyalty.
- How to best reach employees across your organization, including non-desk and remote workers
- Best practices that can help you effectively communicate organizational changes along with your mission and vision
- Ways to use livestreaming to boost executive communications
- How to apply the “cat video” test to internal content and intranet efforts
- Takeaways for effectively instilling your brand identify and voice into employee communications—while still touting transparency and culture
Take a risk: How Wendy’s ditched traditional tweets to embrace snark—and win
Wendy’s has gained a reputation—along with a large following of brand advocates—for dishing out sass as fast as it serves its customers burgers and fries. The fast-food chain’s not only holds the most-retweeted tweet in history (#NuggsForCarter), its famous Twitter quips have attracted the attention of consumers, reporters and other brand managers, often resulting in headlines and funny Twitter conversations, as well as increased engagement. However, Wendy’s wasn’t always as quick on their feet. Its traditional approach to social media was shed in favor of taking risks—and you can do the same with your online strategy. Christina Miller, connections director of social strategy, and Chris Corley, executive creative director, for the Wendy’s account at VML, will share the organization’s secrets to Twitter success—along with how you can spice up your Twitter presence (even if you take a decidedly less-snarky approach).
- How to take more risks with Twitter content—and how they can help you win brand loyalists
- Tips for developing an online strategy based on consumer responses
- Ways to creatively approach social media engagement—but stay true to your brand voice
- How to entertain followers, but balance the sass with outstanding customer service
- Secrets for social media success—no matter if you’re slinging burgers, insurance or executive communications
Media relations in the face of tragedy: How Orlando Health responded to the Pulse nightclub mass shooting
At 2 a.m. on Sunday, June 12, 2016, Orlando, Florida became the site of one of the worst mass shootings by a single gunman in United States history. Forty-four victims were brought to Orlando Health’s Orlando Regional Medical Center, home of the area’s only Level One Trauma Center. The crush of press soon followed.
PR pros must be ready to respond to crises like this at any time, especially in today’s 24/7 news cycle where traditional news coverage meets staggering internet engagement statistics. Kena Lewis, director of public affairs and media relations for Orlando Health, will walk you through the timeline of events on that fateful day and discuss how the hospital’s media relations team responded to the massive news media presence. She’ll share elements of the hospital’s comprehensive crisis communications plan along with how you can train both your employees and work with stakeholders to quickly communicate your organization’s messages, stories and values—while following proper protocol and privacy procedures.