Session 1 (10:45am – 11:45am)
Law, Ethics, and Social Media: A Primer on Copyright Law, Fair Use, and Defamation in a Digital World
Georgia State University Communications Professor Matt J. Duffy demystifies the fog around online copyright and what it means to you and your work. Topics focus on the proper boundaries around fair use of digital media, particularly for bloggers and other citizen journalists. Get the scoop on a major Georgia State copyright case, claims of copyright previously considered in the public domain, and other licensing restrictions you should be aware of when producing content online. In the end, you’ll gain a basic understanding of the latest legal decisions that allow publishers of content to operate within legal and ethical boundaries.
What does it take to make your Tumblr successful? How do you gain followers? How do you find out what people want? How do you make sure you are crediting people you are reblogging or whose articles or media you are showcasing? And where do you find that material or ideas for posts in the first place? All these questions and more will be answered in this session led by Wendy Darling, creator of the popular blog Art Deco Architecture. After more than two years of keeping up a crazy posting pace – total posts will hit 7000 by early 2013 — Wendy has a good idea of what works and what doesn’t in terms of creating posts, managing a blog, and promoting work. She’s also interested in learning from other Tumblr bloggers and users. A tip sheet and/or hand-out will be provided.
Content is King, that’s a fact. But the definition and what it takes to be an effective publisher and producer is changing rapidly, especially on the smaller scale. Eric Moran, Chief Revenue Officer at Flashissue, has worked the frontlines of this fast emerging field. Join in the discussion as he analyzes the effectiveness and practicality of content curation in our lives and business, and the plethora of tools popping up around the web. As you read, curated content is sprouting all over the place, on social platforms like Twitter, LinkedIn, and beyond. The re-distribution and bundling of content has led to a whole new class of mini-publishers, but are they really mini? And how can you make social content work for you? See examples of content curation for business, the ethics behind it all, and the etiquette behind publishing effectively in our constantly changing digital world.
Social media has reshaped people’s lives in ways we’re still just beginning to understand, including how citizens interact with their own government. Join Nikhil Deshpande, Digital Strategy Director with the Georgia Technology Authority, for a discussion about social media in our lives, how active online communities can speak to government, and the emergence create collaborative cultures within a state, nation, and beyond. Take a look at real-world examples from government and non-governmental campaigns across the U.S. and the world, and explore the strengths and weaknesses in this new link between citizens and their government.
Learn how a major company created a customer engagement strategy using social media on mobile devices from the guy that made it happen. Josh Martin, Social Media Manager at Arby’s, explains the unique advantages and inevitable hurdles in executing a mobile social media strategy aimed at driving customer interaction. Was it all worth it, and how did incorporating other features like location-based services and mobile ads really pay off?
There’s More than One Way to Inspire Loyalty: How the Red Cross Uses Cross-Platform Marketing and Social Engagement to Develop Advocates
The American Red Cross is one of the world’s most trusted non-profit organizations. As the nation’s largest provider of blood and blood products, it must works to inspire loyalty among donors and volunteers in order to meet the needs of patients in thousands of hospitals across the US. Learn how the Southeast Blood Services Division uses cross-platform marketing and outreach efforts to achieve their lifesaving mission with insights and techniques from Communications Director April Phillips. From social engagement to direct mail to grassroots efforts of dedicated sponsors and donors, the Red Cross is developing lifelong advocates and using all its resources along the way.
The publishing world has been revolutionized over the past decade through print on demand, online book stores (e.g. Amazon.com) and social media. But both traditional and indie authors find themselves inundated with myriads of publishing and marketing options, with little guidance as to which methods might work best for them. J. Steve Miller has written both the award-winning SELL MORE BOOKS! and SOCIAL MEDIA FRENZY books that help authors discern how to best publish and market their books, given their unique strengths, interests, and genre/topic. This session helps authors to find out how even low-profile writers are successfully publishing and marketing their books, utilizing social media.
Job hunting has changed dramatically during the past decade, from the way recruiting and hiring managers find potential employees to the way jobs are advertised. Two major factors contributing to these trends are a soft job market and the rise of social media as an information rich resource. Find out why having a “good looking” LinkedIn profile isn’t enough, along tactics to up your online visibility and credibility while leveraging social media to advance your career. More companies than ever are using social media sites like LinkedIn to research and evaluate potential employees. It’s time to take strategic action, whether you’re job hunting or not. With more than two decades of experience, career consultant Richard Kirby offers a look inside the industry.
Most of us are on social because it’s where everyone hangs out online, right? It’s a must-have for any business wanting to stay relevant. The easy trap is to jump into the social space without asking “why” we are out there in the first place. Why do we have a Facebook page? What’s our real purpose of being on Twitter? Is a site like Pinterest a good idea? Quality social strategy isn’t just about winning the popularity contest and garnering more fans than the next guy. This talk led by Chad Bryant and Drew Hawkins will take a look at the forgotten utility of social media. That, at the end of the day, it’s a tool to more efficiently connect with consumers and not necessarily garner a lot of fans without a plan.
Session 2 (1:30pm – 2:30pm)
Eager to bend the Twittersphere to your will? Keen to crack the code of 120 characters or less? Learn the art of the hashtag and how to make Twitter work for you as Meredith Pruden takes a look at some #epicfails and some real winners, so you can gain traction in the micro social world (#success). Don’t follow the conversation, lead it.
As more and more data are parsed and analyzed by media outlets, editorial and content decisions are increasingly being made on what works for a particular news shop, and its audience. Maybe some editorial managers really are examining content-related data and pursuing a new level of audience consumption-based knowledge and understanding? While some continue on with life as usual. The rise of data journalism has just begun to reshape the industry in ways that aren’t fully understood – from the way content is produced to how some organizations approach the news gathering and decision-making process. What does the flood of journo-data really show executives, managers and decision makers in Georgia TV and print newsrooms, are they even looking at it, and how will it help shape the media landscape in 2013? And what does it mean for reporters and other content producers out in the field? How will it impact an audience’s understanding of the world, the way we gather information, and ways we live our media lives? Digital Content Editor Grayson Daughters will weigh the merits, trends, and data points of all these questions, and encourages you to join the conversation.
Creating a synergy between classic rhetoric and new media practices can lead to persuasive and memorable digital writing, and that’s important. Despite the hurried clip and complex nature of technology, writing grounded in firm rhetorical concepts can produce compelling content online. This isn’t a lecture. Demonstrating how word arrangement, search engine optimization, and incorporating multimedia elements can make your writing work for you online, mew media marketer Lisa M. Russell couples real-world examples with her coursework, research, and own digital experience to explain for this hands-on breakout session.
What does it take to implement a social media strategy in an organization as large as Kennesaw State University? KSU Social Media Supervisor Guy Bailey offers an inside look, retracing highs, mediums, and lows of year one at Georgia’s third-largest public university. Focused on executing and implementing his social media strategy, Guy highlights key tactics that helped more than double the universities user base, expand its online social media footprint to include YouTube and Google+ communities, and unify the school’s effort behind a new social media policy – all while balancing pressures from a diverse audience of stakeholders, both internally and externally.
The opening of the App Store in July 2008 solved the publishing problem for many game developers. Five years later, the noisy and growing crowd has created a new problem: discoverability. Today, promoting a game in the App Store is a constant struggle against heavily funded publishers and 11-year-old bedroom programmers, to the tune of about 500 new games per day. Tune in with app developers Nick Ralabate and Carlos Quinones as they survey the app publishing landscape, offering techniques to help you standout in a mobile world and the pros and cons of each, including: Charting, feature-hunting, cross-promotion, viral mechanics, and paid acquisition. Along the way we will relate industry trends and tactics to our own experiences of publishing two games in the last year, Centrifeud and COOL PIZZA.
You don’t have to be a musician to drum up support for your non-profits work on the interwebs, but it helps to have a handle on the best practices and proven techniques. Whether you’re looking to recruit new members or volunteers, or just trying to get the ones already on you roster to participate, social media can play an integral role. But before you relinquish controls to your seemingly suave intern or teen-aged volunteer, there are a few questions worth asking yourself. Are you preaching to the (wrong) choir or talking to an empty Facebook page? What are your end goals, and how will you measure them? What are people’s incentives to help or participate, and how do you communicate clearly about your expections and needs? Before you sink too many resources into online recruiting, or go about it all wrong in the first place, join social media veteran Scott Sauvé for a session about how to market your non-profit to attract potential members, jump-starting involvement from the community, and execute the finer points of your digital strategy while rewarding those who work for free.
You’ve heard about the benefits of eating organic food, now learn how organic marketing will make you the most popular person who ever existed. Like, more popular than Elvis and Bill Clinton rolled into one. Elvis Clinton! Okay, maybe not that popular, but pretty popular. Founder, Editor-in-Chief, and Funny Fella behind the satirist news-hole the Atlanta Banana, Jim Hodgson offers a no-holds-barred guide to the nitty-gritty of going organic online. Also, cat photos.
Take your non-profit to the next level by effectively using each of your social media channels to communicate your mission, engage members of the public, encourage volunteers, and ultimately help raise funds. Carrie Montagna manages social media channels for multiple non-profits in addition to her job as Marketing Manager at McKesson, but it’s not magic that makes it possible. In her session, learn why you don’t have to reinvent the wheel to add social media to your existing campaigns and start seeing results. Look at the challenges and constraints facing many non-profits, and how some of the most successful have overcome their online hurdles. Learn from real-world examples and tested advice. It doesn’t have to take another funding source to see your online efforts pay off with real-world results. Go on, smell the success.
We all know a boring resume can be the difference between a deal maker and breaker. But even the best job history and experience can get lost as the pile of resumes for each job stacks on a boss’ desk. What can help set you apart from the crowd? Show you get it, online and offline, and make yourself, your skills, and your history as easily accessible as possible. Join Judi Knight as she discusses the pros and cons, ups and downs, and does and don’ts of developing your own digital presence. Learn how create and use your own website, developing it as a hub of information, conversation, and ultimately employment for yourself. Career opportunities you’re looking for are out there. Find them, let them find you, and land that new gig you’ve been dreaming about.
Social media is based on relationships, so why do few people invest the time and energy it takes to actually build these connections? Throwing your sales pitch on your Facebook page, or just about anywhere, is about the same as asking someone to marry you on the first date. This session lead by Erin Everhart will break down the basics and not-so-basics of building and maintaining relations to further your marketing efforts. Participants will examine organic ways to grow your following online, how to communicate without being a salesperson, and how to build trust with your audience. It’s a long-term strategy supported by real-world examples and case studies, paying off in fans, traffic, and ultimately customers.
Session 3 (2:45pm – 3:45pm)
Learning to become a social media detective can pay off in big ways. Whether your trying to establish your real-world business or make connections to further your career, using social media proactively can have a huge impact on the end results. In the digital age, social media has played a big roll in helping Atlanta-based photographer Matt Druin grow his company and reach new markets – but only because he’s used it effectively. In this session, Matt offers a game plan, built on real experience and examples, for finding and transforming digital contacts into IRL (or In Real Life) connections and clients. Take a first-hand look at tactics that have proven successful for Matt and other small business owners around the country.
Humans are social beings. Our need to be connected is related to how our brain evolved and is organized, how we process social information, and how we create our autobiographic selves with memories of our defining experiences. Social networking in everyday life and now online might be at the core of what it is to be human. Our social networks might have structurally shaped our brains across evolution. Work in our non-human primate relatives has shown that the ratio of the size of the thinking part of the brain (the neo-cortex) to that of the rest of the brain consistently increases with increasing social group size. Recently this has been shown to also be true in humans. Work in social neuroscience has shown that certain parts of the brain are particularly tuned to social information, in tasks ranging from people being treated fair or unfair to making inferences about someone’s emotion based only on their eyes. Doctoral candidate Cory Inman talks about how social media might be changing our self-concepts by changing how we remember the important events of our lives. Every day, people young and old immerse themselves into their immediate environment and simultaneously in their social network at-large through real-time social media environments. The brain is plastic on many different scales from evolution to everyday experiences; changing as a consequence of what we inherit from our ancestors, how we interact with our social network, and how we build the autobiography of our lives through revisiting our experiences online and sharing our memories with others. And that’s just the overview …
Digital and social marketing has flipped traditional marketing on its head. Today, everyday people with serious passions are those with the most power. With their authenticity and credibility, they garner attention of consumers and have networks of trust, which is very valuable to brands. Even with a closer eye on the relationships between social influencers and brand, many content creators have partnered with brands to receive free trips and high value items in exchange for exposure. How can you be included in these campaigns? Julia Cantor offers her insights from working on both sides of the line, covering six things brands are looking for to distinguish social influencers from the millions of voices online and bring them into the fold.
Every company should use social media, right? Coca-Cola & the big brands are doing it, so surely your early-stage startup should do it as well, right? Not exactly. All companies can use social media, but with significantly less resources and different goals, startups need to think critically about how they invest resources and ensure they are properly using social media, rather than wasting time and money. Come hear from David Moeller, CEO, about the mistakes they made at CodeGuard – along with all the things that worked – implementing a social media strategy on a tight budget.
Are you a leader of your PAC (Peer, Audience, and Customers)? Learn how to tweak your game overnight and rise as a thought-leader among your peers. Combining social media with tactics from traditional media, participants will learn to become their own media allowing everything else to be syndication. Learn how amateurs become experts from Yalanda Lattimore and Liberty White, and implement your own social media strategy to include toady’s top tools with a focus on expansion and keeping up with where technology drives us.
When the Center for Sustainable Journalism started publishing the Juvenile Justice Information Exchange (JJIJE.org), people thought the scope was too narrow, the audience too small, and the topic itself off putting, but its audience has consistently grown and in the last two months of 2012 alone it received approximately $500,000 in new funding, plus it has acquired a trade publication as part of its plan for sustainability. Leonard Witt, publisher of Youth Today and JJIE.org, will use the successes and struggles of launching niche publications from the ground up, and incorporating legacy media, as case studies and a basis for a conversation on online, niche publishing in a era of social media and social networking can allow any of us to become online publishers who can make a difference.
Despite all the digital rhetoric, folks still like to be social the old-school way … you know, actually talking face-to-face in the same location, or IRL, and going out to experience life. For a business, events and social gatherings can act as a lightening rod to spark customer engagement, boost user generated content, and amplify word-of-mouth marketing – all while having a good time and increasing brand loyalty. The big question is, how do you do all that while juggling thousands of other day-to-day tasks? Join Soket Founder Marcel Crudele for a discussion on how to rethink engagement efforts both online and off, and use your events to merge online and real-world social without getting bogged down in the minutia of making it happen.
While consumer facing brands tend to steal the social media headlines, tremendous opportunities exist for B2B companies to leverage social media as a way to build brand interest and qualify potential customers. This fast paced session led by marketing consultant Ed Peterson will review best practices for content marketing on key social media channels, provide small business owners with social listening and social service tactics standard in many large B2B enterprises, and address how social inputs contribute to customer nurturing and the path to new sales. Topics covered are strategically geared toward small business owners; agency teams new to the unique requirements of working with B2B accounts and journalists; and marketers and educators unfamiliar with the dramatic changes in marketing fueling modern business.
Hurricane Sandy and the Nor’easter which quickly followed brought big challenges for the delivering aid and reaching effected communities. Learn how the American Red Cross and the Atlanta chapter of the non-profit organization used social media to tell the story, engage the community, and make a difference. Terri Thorton and Ruben Brown look at the techniques and interactions that made it possible while confronting a fast-paced crisis in real time.
What is Big Data? You probably have heard of it, but what is your organization doing to leverage it? What are the challenges of marketing an emerging technology that most people know nothing about? Learn how to tackle these challenges and bring unknown ideas to fruition using traditional and new media marketing tactics. Combining years of experience working with dozens of startups from early-to-late stage, Shannon Rentner will discuss why it’s not just about a blog, tweet or FB post, but a much deeper strategy and purpose behind social engagement for startups. Mike Lorey and Maria Stephens combine inbound marketing, PR and social media tactics to build brand awareness as well as create demand in the noisy arena that is Big Data.