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agenda - Day 2: Wednesday, June 11, 2008

8:00 a.m.
Continental Breakfast & Networking

8:30 a.m.
Chairperson's Opening Of Day Two

Michael Rudnick, Global Intranet & Portal Practice Leader
Watson Wyatt Worldwide


8:40 a.m.

How To Handle The Communication Revolution: Engaging Audiences In A World Where Consumers Have An Increasing Ability To Choose Who They Engage With

The biggest challenge facing Corporate America today is the Communication Revolution currently unfolding all around us. The rules of engagement have literally been turned on their head as companies and brands struggle with the question of control vs. credibility and how to measure and monetize success in the emerging Social Media environment. This presentation will incorporate a dialogue that couples together a vision for where the world of communications is headed, together with specific examples of how Disney Parks is addressing the new frontier of conversational communication.

Examples will include case studies on the:
  • Recently launched Disney Mom's panel
  • Mickey Mom's Club social community
  • Recent User Generated Content branding campaigns such as Disney Dream Jobs and Disney CMO
  • World of Virtual Magic Kingdom, a community where consumers create their own avatars and engage with the brand in a dynamic social environment online
  • Viral video concepts
  • Co-branded online content platforms

The content will also include how each initiative was measured and key learning's applied.

Attendees will hear first hand how:

  • Each initiative was orchestrated
  • Key internal barriers and challenges faced, as well as how they were overcome
  • Leveraging community activation can achieve remarkable results within lower budget parameters
  • Each program was measured and which programs were more successful in driving consumer engagement

Duncan Wardle, Vice President, Global PR
Disney Parks


9:30 a.m.

How To Harness The Power Of Social Media Both Internally
And Externally -- From Product Development, To Market Intelligence, To Sales, To Communications, To Marketing,
To Building Communities

New social media tools and techniques are changing the role of communicators and marketers in organizations across the globe -- enabling you to expand your voice in the marketplace and within your organization. This is the opportunity in front of us.

This session will share the experiences of SAP and the results of the SAP Global Social Media Survey -- including their lessons learned since engaging the blogosphere in 2006.

SAP is using social media both internally as well as externally – from product development, to market intelligence, to sales, to communications, to marketing, to building communities.

Leave this session with tools and tips for using social media in your own organization, including how to:
  • Use social media tools across PR, HR, Blogger Relations as well as nternal communications and collaboration
  • Set up and manage a blogger relations team
  • Use social media tools to become engaged with your market by participating where the market participates
  • Use an internal "Twitter" application called "Shout it" as well as an internal "Linkedin" social network called Harmony
  • Communicate externally using Twitter Channels, blogs, public wikis, discussion forums, etc. to engage customers, business partners and even the more traditional and new media segments of the market
  • Harness the power of building communities to foster your own communications or marketing role within your organization

Michael Prosceno, Vice President, Social Media Relations

Chris Heuer, Founder
Social Media Club
And Partner
The Conversation Group

10:20 a.m.
Morning Refreshment & Networking Break

10:50 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 two years, Southwest Airlines has navigated the uncharted territory of Social Media - first, with its award-winning corporate blog, Nuts About Southwest, and later with tools such as YouTube, LinkedIn, and Facebook. Along the way, Southwest has experienced 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 efforts. Through real-life case studies and examples from the last two years, the Southwest Team will show you how to effectively make, manage, and maintain successful online communities and share every lesson they've learned along the way.

Key takeaways from this insightful session will include:
  • How to strategize and develop web 2.0 campaigns that move your company ahead
  • How to use social media tools for crisis communications
  • How to read, analyze, and understand online conversations
  • When to listen to online conversations and when to chime in
  • How to woo and leverage online influentials

Paula Berg, Public Relations Manager
Southwest Airlines

Christi Day, Public Relations Specialist
Southwest Airlines


11:40 a.m.
Best Buy's BlueShirt Nation: How To Use Social Media To Create Trust, Break Down Barriers & Build A Community Of Engaged Employees

BlueShirt Nation is a community site available to all Best Buy employees with over 14,500 members as of October, 2007 - nine months after it's official launch. It was built using open source software and, perhaps more importantly, open source philosophies. It's intent is to bring employees together, and get them talking, thinking, learning and making something. Whether it's making a friend or making a business breakthrough - making something is the end goal (if an end goal is necessary).

In a time when the idea of innovation is being so often identified as something to strive for that it nearly loses its meaning, the unvarnished voice of the employee keeps the tip of the argument sharp. Because BlueShirt Nation is purely voluntary and accessible from home, the average users tend to profile as an employee who is more passionate, engaged, interested and knowledgeable than average. Often, it is impossible to predict what topics of conversation will prove most relevant and it is even harder to predict where a given conversation will go in the largely un-moderated atmosphere of BlueShirt Nation. Peer to peer information exchange is having a growing impact on how people do their jobs. The site is already gaining a reputation as a place where you can search for and find answers, or as a place where you can post a question. The very fact that employees feel they have a place to find and share information has had the overall effect of creating trust and reliance on each other breaking down cultural and geographic barriers between stores and between stores and corporate.

Learn how you, too, can build a community in your own organization through new social media tools - with positive results.

Steve Bendt, Sr. Manager Social Technology
Best Buy

Gary Koelling, Sr. Manager Social Technology
Best Buy

12:30 p.m.
Lunch On Your Own -- But Not Alone!

Join a group of your colleagues for lunch with an informal discussion facilitated by one of our expert speakers. Take this opportunity to connect with others in a small, interactive group setting to network and brainstorm solutions to your most pressing social media concerns.

2:00 p.m.
Group Exercise:

You asked for it, you got it! Interact and discuss how to implement the latest technology tools to assist you in meeting your social media challenges with your fellow attendees and our experienced speakers. You will leave with new tools and ideas for more successfully applying best practices to your own Web 2.0 initiatives.

Chris Heuer, Founder
Social Media Club
and Partner
The Conversation Group

2:45 p.m.
Afternoon Refreshment & Networking Break

3:00 p.m.
How To Use Blogging To Improve Communications And Establish A Stronger Sense Of Community

The Village of Round Lake is one of the fastest growing communities in the state of Illinois with over 300% growth in 8 years. Drawing a community together and timeliness are crucial to communicating with your constituents. The Village of Round Lake's 3 year old blog has served to accomplish and drive many very important community wide issues forward much faster then could be accomplished conventionally.

The Village uses its blog to drive home seven major "informational" points:
  1. To hear the story of what's going on, straight from the horses mouth (the Mayor) so rumors and half truths can be addressed immediately
  2. To solicit comments that could result in good ideas for the community
  3. To develop a sense of community, from the disparate variety of communities and residents in the Village
  4. To humanize the face of elected officials and let citizens know where they stand and what they intend to do
  5. To increase public involvement, staff involvement and outside involvement through readership
  6. To promote yourself, create issue leadership on a broader scale then you would ordinarily get from your relative status
  7. To talk about big projects and what they mean to the Village

As a result from postings on their blog, the Village of Round Lake has seen numerous improvements regarding each of the seven above-mentioned points.

In this session, you will hear real-life examples of how blogging allows leaders to talk over the top of nay-sayers and go direct to their constituents/customers/staff, with their message or vision. You will learn how blogging has improved communication, and the life of this Village's residents - - and how to find similar success within your own organization.

Bill Gentes, Mayor
Village of Round Lake, Illinois


3:50 p.m.
How A 100 Year Old Company Uses Social Media To Communicate, Celebrate And Grow Their Brand For Tomorrow

General Motors is going to celebrate 100 years of doing business on September 16, 2008 and we have many components that incorporate the celebration. One of them is our GMnext web site. This web site has been developed to communicate and build anticipation for the vision of General Motors next 100 years.

The GMnext web site has been built with Web 2.0 technology components that are geared to engage people on both the rational and emotional levels on five core business concepts of the organization that include:

  1. Design
  2. Green
  3. Technology
  4. Reach
  5. Ideas

The website was developed to generate a two-way dialogue between our audiences and GM employees on these five subjects and communicate GM's centennial message directly.

A variety of social media tools have been employed to connect GM, its regions and its brands with customers, employees and influencers throughout the globe. Among these are the GMnext blog, "Our Thoughts, Your Thoughts", a historical wiki, micro-blogging, vlogs, RSS feeds, and podcasts, as well as web chats with a variety of employees.

During this session you will hear about General Motors' wins and successes as well as their struggles and challenges while developing the GMnext web site. Specifically, we'll cover:
  • What worked with the development of the GMnext program
  • What didn't work and why
  • Details on the launch - which included a 24 hour global web chat
  • Key takeaways and benefits from the program

This will be a fascinating behind-the-scenes descriptive presentation that will show you how a 100 year old company communicates, celebrates, and grows with social media technology and processes.

Natalie Johnson, Manager, Social Media Communications
General Motors


4:40 p.m.
Chairperson's Recap:
Key Takeaways And What To Do When You Get Back To The Office

We'll recap the highlights of the past two days and ask you to share key insights and next steps with the group.

5:00 p.m.
Close Of General Sessions
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