Keynote - AM:
Content Marketing: A New Focus for Communicators
The rise of the web and social media, along with the decline of mainstream (or traditional) media and a shift in the way people consume news and other information, have created a new reality for businesses: Every company must become a media company. Communicators in organizations around the world are leading content marketing efforts, identifying the kinds of content people want and managing cross-functional, collaborative strategies to create and deploy material through a broad range of channels that get people talking and sharing (and, ultimately, buying). Globally-recognized communications expert Shel Holtz, ABC, will delve into different approaches to content marketing, shed light on new communications roles, and demonstrate how your efforts can affect customers where they happen to be in the marketing funnel. You’ll learn…
- The part a content hub should play in your content marketing plans
- How to identify and manage the various social platforms through which you’ll deploy your content
- Why you’ll need a collaborative process that involves all of your company’s communication functions
- How to identify content your audience will want to read, talk about and share
- The role of subject matter experts and other employees in the content creation process
Keynote - Luncheon:
Digital Convergence: The Integration of Marketing & PR
The trend towards convergence of marketing and public relations is upon us. With combined strategies, marketers can deliver more meaningful marketing performance in a social and content centric world. PR and communications professionals can embrace the measurable impact delivered by marketing best practices for achieving influence and brand visibility. This presentation will offer attendees a peek into the converged world of marketing and PR, who’s doing it right and a model for making the transition to deliver more powerful business results.
Lee Odden is the author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing. He is also a speaker, blogger, consultant and the CEO of TopRank Online Marketing, a digital marketing and online PR agency that specializes in a 360 degree approach to growing new business and enriching both brand and community engagement online. Lee has over 15 years experience consulting with some of the best known Fortune 1,000 B2B and B2C companies. Cited by the Wall Street Journal, The New York Times, The Economist and Forbes, he is an active international speaker on digital marketing and PR topics for conferences and corporate events.
Keynote - PM
Brian David Johnson, Intel Corporation
The future is Brian David Johnson’s business. As a futurist at Intel Corporation, his charter is to develop an actionable vision for computing in 2020. His work is called “future casting”—using ethnographic field studies, technology research, trend data, and even science fiction to provide Intel with a pragmatic vision of consumers and computing. Along with reinventing TV, Johnson has been pioneering development in artificial intelligence, robotics, and using science fiction as a design tool. He speaks and writes extensively about future technologies in articles and scientific papers as well as science fiction short stories and novels. He has directed two feature films and is an illustrator and commissioned painter.
Shel Holtz, Holtz Communication + Marketing
The Greatest Asset: Turn Engaged Employees into Online Brand Ambassadors
Smart organizations don’t fear social media; they invite their enthusiastic employees to help them grow their reputation, transform customer service, and build new interest in their products and services. Ambassador programs identify engaged employees, invite them to participate, train them and unleash them to help others. In this session, you’ll learn about different ways that companies develop ambassador programs by:
- Determining the scope of ambassadors’ roles
- Building trust among employees for ambassadors
- Developing ambassador training programs and communication resources
- Measuring the impact of your ambassador program
Shel Holtz, ABC (Accredited Business Communicator), is principal of Holtz Communication + Technology. He has nearly 35 years of organizational communications experience in both corporate and consulting environments. He is experienced in employee communications, corporate public relations, crisis communications, media relations, financial communications, investor relations, marketing communications and compensation and benefits communications. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, and business initiatives and communications research.
Betsy Henning, AHA!
Employees Rock! Are you giving them a beat they can dance to?
Everyone wants employees to be engaged – no one more than the employees themselves! What and how you communicate with your team is critical to building higher and better effort and commitment, and key to getting the business results you desire. Using some case studies out of AHA!’s files and examples from far and wide, this session illustrates a framework for thinking about employee communications that drive real impact.
Betsy Henning, CEO and co-founder of AHA!, a marketing communications firm in Vancouver, Wash., helps clients develop compelling corporate responsibility stories and deepen engagement with their brands. She is an expert communications strategist, specializing in business development and consumer marketing. Betsy consults clients—from Fortune 100 high-tech giants to startups—on strategic communication, integrated messaging, and brand voice, tone and manner. For more than a dozen years, Betsy has been a consultant to Hewlett-Packard, Charles Schwab, the annual Pop!Tech conference, Columbia Land Trust and other organizations.
Track: All Conference Workshop
Jim Endicott, Distinction Communication
Being heard in a sea of voices: An accelerated session in personal communication excellence
Join nationally-recognized executive coach Jim Endicott in an interactive professional coaching session—you get to participate! Learn four simple skills Jim’s Fortune 500 senior executive clients spend thousands of dollars to learn.
- Move from being an average communicator to an exceptional one.
- Discover the number one thing that can make or break your credibility as a communicator.
- Know what builds trust and believability faster than any other personal skill.
- See session volunteers grow their skills dramatically in just an hour.
Jim Endicott, President, Distinction Communication Inc., is a nationally-recognized management consultant, executive coach and keynote speaker with a passion for leadership communication and driving personal and organizational results through personal communication excellence. He helps professionals deliver high stakes, high-
profile presentations that communicate critical messages in ways that foster deeper levels of trust, believability, clarity and credibility. Jim has been a Jesse H. Neal award-winning columnist for PRESENTATIONS magazine and has contributed presentation-related content in magazines such as Business Week, Consulting, Selling Power and the Portland Business Journal.
Stace Karussos, Employee Communications Business Analyst, Intel
What makes the adoption of social media inside of a corporation more difficult than outside of work? How can corporations use it to communicate with employees? Over the past five years, Intel has implemented a social computing platform that includes, blogs, forums, and wikis under the name Planet Blue. Stace Karussos, a business analyst in Intel Employee Communications, will outline the critical elements for using social computing in your company. In this session, you’ll learn about how Intel uses it for business group and local site communication, project collaboration, knowledge sharing, and support.
Stace will discuss:
- Using the right tools
- Using as a communication tool
- What we’ve learned
Stace Karussos is the Employee Communications Business Analyst at Intel. Over the past 5 years, Stace has been instrumental in the design and launch of Intel’s internal blogs, forums and wiki sites — all of which, at Intel, comprise the virtual world named Planet Blue. Since 2009, thanks in large part to Stace’s training, consulting and advocacy for the social tools inside of Intel, Planet Blue’s population has grown to over 10,000 active users. Nearly half of Intel’s 100,000 employees use social tools at least once a week and the number of communities has grown to the over 3,000 active groups. A Planet Blue Ambassador, Stace provides support and guidance to new and existing users. Stace’s skill and experience is used to help IT create a better user experience so more employees can more easily start using the tools.
Track: Individual Brand
Ann Schatz, Media + Communications
Ignite Your Power to Include, Influence, and Inspire
Ann brings our kinetic world back to the basics. Back to the basic notion that influence, inclusion, and inspiration are interconnected, interwoven…and magical in personal growth and empowerment. The moment we allow ourselves to be influenced, to be inspired, to feel a part of something real and genuine, we then bring those gifts forward to everyone we touch. At home, at work, and in our communities. Simple. Sustainable. The I’s have it.
Ann Schatz is widely known and regarded as an accomplished sports broadcaster, speaker and entrepreneur. With a sports broadcasting career spanning over three decades, Ann’s imprint on national and international broadcasting is impressive. She entered the Portland media market in 1989 as the first female sportscaster on KOIN, Portland’s CBS affiliate. In 1999 she joined the Blazer broadcasting team to work as a sideline reporter, video feature writer and producer. Since 2004, Ann has been a play-by-play announcer and color analyst for various networks and is currently working in that capacity for the Pac 12 Network.
Track: Individual Brand
65 Coffees with Strangers
Michelle Lantow will share a fascinating story of perseverance and resilience on ”how to find a great job.” In January, 2012, McCormick and Schmick’s was acquired by a Houston-based company … and Michelle was out of a job. She faced two issues: could she find her perfect job and could it be in Portland. Four months later, she had four job offers and her “dream” job. How did she do it? It was about coffee with 65 strangers.
Michelle joined the executive team at New Seasons Market, LLC as Chief Administrative Officer in July 2012. Prior to that she spent 25 years in Finance at The Gap, lucy activewear and McCormick & Schmick’s Seafood Restaraunts, Inc. She also serves on the Boards of Columbia Banking System, Portland State University’s MBA program, and Oregon and Southwest Washington Chapter of the American Heart Association. Michelle currently resides with her husband and their four sons in Lake Oswego, Oregon.
Track: Individual Brand
Kent Lewis, President, Anvil Media, Inc.
How to Manage Your Online Reputation
If your brand consists of the sum of interactions people have with it, then Google is your biggest brand ambassador. Whether you’re an individual or a large corporation, Google is compiling a cornucopia of information about you and sharing it with interested parties. You can’t afford for that information to be anything less than positive. Anvil Media President & Founder, Kent Lewis, will outline the fundamentals of online reputation management, from both a personal and business perspective. His presentation will include best practices as well as proven strategies and tactics to mitigate undesirable search engine results. This presentation will also provide tips to proactively protect your brand and provide tools and resources to ensure Google is your best brand ambassador.
Kent Lewis is President of Anvil Media. With a background in integrated marketing, Lewis left a public relations agency in 1996 to start his career in search engine marketing. Since then, he’s helped grow businesses by connecting his clients with their constituents via the Internet. In 2000, Lewis founded Anvil Media, Inc., a digital marketing agency specializing in search engine and social media marketing for Fortune 2000 companies. Under his leadership, Anvil has received recognition from Portland Business Journal and Inc. Magazine as a Fastest Growing and Most Philanthropic Company. In 2008, Lewis created Formic Media, a sister agency to Anvil, providing a similar set of digital marketing services to small businesses and strategic partners
Cathey Armillas, PURA Marketing
The Unbreakable Rules of Communication
Are you communicating an “experience”? Good communication conveys facts. Great communication creates an experience. It doesn’t matter what you’re trying to communicate. You have to create an experience that will engage and inspire people.
In this presentation, you will learn:
- Why consistency beats ability and how a good strategy and constant exposure wins every time.
- That emotions rule the world and how you can use
them to connect and engage with people.
- Why working hard to keep it simple is the most
powerful communication tool you have.
When companies need to reach people in unique ways, they call on Cathey Armillas. She has been notorious for creating wildly successful marketing strategies. She runs PURA Marketing and is the author of the book The Unbreakable Rules of Marketing: 9 ½ Ways to Get People to Love You. Cathey’s use of the Unbreakable Rules of Marketing has helped reach millions of people and quadrupled her clients’ sales. Her mission is to teach people the unbreakable rules of marketing so they can use them in their efforts to get people to love them, and love what they do.
Building a Roadmap for Brand Discovery
So you make an amazing product and you’ve got distribution, now it’s time to fuel greater brand awareness to keep the momentum going. This panel will help you take advantage of the integration of paid, owned and earned media to develop a program with the greatest impact for your brand. We’ll review the importance of honing in on the right audience, the role of various communication channels, and the importance of packaging content across multiple platforms to build awareness and generate word of mouth.
Jennifer Maxwell-Muir, Founder and Principal, Maxwell PR
Jennifer founded Maxwell PR in 1997 to deliver integrated communications with a consistent drive for creativity and results. Guided by her depth of experience and keen intuition, Jen sets strategic direction for the company’s brand communications efforts. Her work helps define product and company positioning, and delivers brand activation plans that generate visibility and drive word of mouth. Among her agency’s successes include award-winning programs for the likes of Travel Oregon and Kettle Brand, highly successful sampling programs for category leaders such as Yogi Tea and Dagoba Organic Chocolate, and national media relations and community building for Pacific Foods, Columbus Salame, Bon Ami and many others.
Laura Mansfield, CEO and Chief Visionary Officer, Pagatim
With an award winning background in broadcast journalism, documentary film making, non-profit management, and social entrepreneurship Laura’s ability to connect with people and capture their story is like no other. She is determined that “brave authentic stories will change the world” through Pagatim, a creative storytelling agency she founded, which develops viral and engaging audiocasts and podcasts. Her mission is to help both individuals and companies make a more meaningful connection with their audiences through authentic conversations, combining strategy, production quality, storytelling and distribution to create unique and dynamic content.
Michelle Hunt, Marketing Consultant
A self-described “brand renovator,” Michelle helps organizations find the kernel of differentiating truth within their brands and bring it to life. A 25-year career steeped in the food business, Michelle spent seven years as Vice President of Marketing at Kettle Foods in Salem, Oregon, developing powerful brand innovation and communication for Kettle Brand potato chips. She propelled the brand’s rapid growth to the national stage, doubling market share in the process and bagging accomplishments like Ad Age’s America’s Hottest Brand, New York Times #1 Potato Chip and the Grocery Manufacturer Association’s Creativity Award. Now running her own show, she helps her clients find the magic within their brands and their strategy to succeed in the marketplace.
Michael Pranikoff, PR Newswire
Content to Conversion: Setting the Stage for Success
Content is your catalyst, creating audience engagement. When content is king, earned media plays a stronger role in driving your organization’s success. But don’t lose sight of what your content is supposed to achieve! At the start of every campaign you must ask, “What is the conversion metric we’re using to build awareness and spark action?” Be it views, shares or sales, your metric is the key to every successful content marketing strategy. It doesn’t matter if you are a B2C, B2B or nonprofit: As your brand provides context around the conversation, ask if—and how—your content drives your desired outcomes.
Michael Pranikoff, Global Director of Emerging Media at PR Newswire, is responsible for educating PR Newswire staff and customers about the role of emerging media in marketing / communications. Michael is also involved in the development of products and services for PR Newswire in the area of emerging media. Michael joined PR Newswire in 1998. He immersed himself in the technology industry in and around the Washington, D.C. area. In 2003, Michael was named the National Technology Markets Specialist, which led to his being named PR Newswire’s first Director of Emerging Media. Michael has been a featured speaker and moderator at events across the globe, including creating and facilitating PR Newswire’s Emerging Media Seminars since 2006.