new media training January 19, 2011 Salt Lake City Agenda SESSION 1: WHAT IS SOCIAL MEDIA & WHY DOES IT MATTER BALLROOM C Tom Love (Love Communications) Laura Mayes (Blog Con Queso, Kirtsy, Mom 2.0, Mighty Events) Clark Gilbert (Deseret Digital Media) SESSION 2: BREAKOUT SESSIONS Choose from one of the following Breakout Sessions: BREAKOUT A – CAMPAIGN ADVERTISING BALLROOM D (PRODUCTS, ISSUES, OR CANDIDATES) Liz Mair (Hynes Communications) Vincent Harris (Harris Media) Andrew Roos (Google) BREAKOUT B – SIX TOOLS IN SIXTY MINUTES BALLROOM C YouTube – Andrew Roos (Google) List-building – Rachael Herrscher (TodaysMama.com) LinkedIn – Jason Alba (JibberJobber.com) Facebook – Kuulai Hanamaikai (Love Communications) Geotagging – Monica Danna (Cosmopolitician.com) Twitter – Troy Pattee (Mom It Forward) SESSION 3: EFFECTIVE SOCIAL MEDIA STRATEGIES BALLROOM C Chris Nichols (utahREpro) Mike Petroff (Deseret Digital Media) Neil Chase (Federated Media) Julie Bazgan (Love Communications) Speakers JASON ALBA JULIE BAZGAN NEIL CHASE JibberJobber.com Director, Digital Marketing, Federated Media Love Communications Jason Alba is the CEO and creator of Julie is the Digital Marketing Director Neil Chase is Senior Vice President for JibberJobber.com, a web-based system at Love Communications. As an online Editorial at Federated Media, where he to organize and manage a job search marketing strategist and planner with works with more than 100 of the best (and the networking you do between job over 15 years of digital and marketing independent publishers on the Web. searches). Jason is a certified Personal communications experience, she has He has worked as an editor and page Branding Strategist and popular blogger developed digital branding, online lead designer at several newspapers and was and speaker about career management generation and eCommerce strategies Managing Editor at CBS MarketWatch, and social tools for professionals. Jason for numerous B2B and B2C clients Continuous News Editor at The New York wrote I’m on LinkedIn – Now What???, while working with advertising agencies Times, and an assistant professor at one of the first books on using LinkedIn. in Southern California and Utah. Northwestern University’s Medill School He also wrote I’m on Facebook – Now of Journalism. What??? and is finishing two more books Julie has extensive experience leading @federated_media (Eight Lunches, for entrepreneurs and a diverse teams and developing fully book on social media etiquette). integrated, customized engagement marketing campaigns with a focus Jason maintains several blogs including on the Web. A native of Southern JibberJobber.com/blog, and contributes California, she attended California State to the AOL Jobs blog. In his spare time he University, Northridge, and since moving created the LinkedIn for Job Seekers DVD. to Utah enjoys spending time outdoors Jason has an IT and business background with her Samoyed dog. and earned a Computer Information @lovecommslc Systems degree and an MBA. @jasonalba MONICA DANNA CLARK GILBERT KUULEI HANAMAIKAI Cosmopolitician.com President and CEO, Deseret News Digital Marketing Manager, Publishing Company and Deseret Love Communications Digital Media Monica Danna is a marketing and The Deseret News is Utah’s longest Kuulei is the Digital Marketing Manager public relations consultant who running business and one of the nation’s at Love Communications. Kuulei specializes in holistic marketing fastest growing newspapers, both in manages all Internet marketing projects, strategies for businesses. Before print and online. Deseret Digital is one working as an SEO content expert, beginning her agency, COLAB, Monica of the largest targeted media networks in paid search strategist, Project Manager held the position of the first social the country. It manages the commercial in the development of hand tailored media manager for Halliburton and Web properties of the Deseret Media Internet marketing strategies for Love its various subsidiaries. Most recently Companies: DeseretNews.com, KSL. Communications’ clients. Monica worked with Texas gubernatorial com, DeseretBook.com, MormonTimes. candidate Bill White, developing his com and LDSChurchNews.com. Kuulei has over 13 years of project social media campaign, an effort that management and marketing experience. resulted in the most Facebook fans of Prior to DDM, Gilbert was an associate In the past five years, she has specialized any campaigning politician in Texas. academic vice president at Brigham Young in search engine optimization (SEO) and @CosmoPolitician University–Idaho, where he oversaw the paid search campaigns, with her most university’s online learning and distance recent focus on the effective use of social education initiatives. He was also a media marketing and online reputation professor of entrepreneurial management management campaigns for clients. at the Harvard Business School and has a Kuulei attended Utah Valley University, background in media innovation. Orem, Utah. @lovecommslc Gilbert graduated from Brigham Young University. He earned a master’s degree from Stanford University and a doctorate degree from the Harvard Business School. @deseretnews Speakers VINCENT HARRIS RACHAEL HERRSCHER THOMAS M. LOVE Founder of Harris Media, LLC Today’s Mama President, Love Communications, Salt Lake City Vincent helped direct the online plan for Rachael Herrscher is CEO and co-founder Definitely “hands on” when it Gov. Mike Huckabee’s 2008 presidential of TodaysMama, an online media and comes to nearly every major Love run, the re-election campaign of Senator publishing company founded in 2004. In Communications account, Tom is John Cornyn, and Bob McDonnell’s her role as CEO, Rachael oversees general particularly involved with developing successful gubernatorial race in Virginia, business operations, social media, new long-term strategies, media and noted by many in the media as the market development, partnerships, and promotional partnerships for our clients first major Republican race to actively marketing initiatives. She is a featured as well as growing new business for the utilize new media technologies. Under blogger on Entrepreneur.com, and is a agency overall. Tom’s motivational style his leadership, Harris Media has been regular speaker at new media, women in guarantees an atmosphere of creativity, able to work with a variety of top-tier business and mom conferences. productivity and collaboration at the races across the country, and his firm’s growing agency. work has been discussed in numerous As well, Rachael is the co-founder of publications. A frequent guest speaker EVO , a social media conference for Tom’s contacts from his work in on the intersection of technology and women (http://evoconference,com). television sales (sales GM for KTVX- politics, Vincent has traveled across Rachael was a finalist for the 2007 Stevie Channel 4 in Utah, the ABC affiliate), the world to teach activists. As a proud Awards “Best Young Entrepreneur” award along with his own charismatic graduate of Baylor University, Vincent and was named one of Utah Business approach and dynamic personality, is currently working on his PhD at the Magazine’s 30 Women to Watch in 2009. give Love Communications unparalleled University of Texas. She was also recently featured in the book success in creating “win-win” business @VincentHarris “UpStarts!: How Gen Y Entrepreneurs are relationships for its entire client base. Rocking the World of Business” by Donna @lovecommslc Fenn of Inc. Magazine. @todaysmama MIKE PETROFF TROY PATTEE ANDREW ROOS Vice President of New Media Sales, Mom It Forward Google Account Executive for Elections Deseret Digital Media, and Issue Advocacy Team Salt Lake City Mike is the Vice President of New Media Troy is the Chief Marketing Officer of With more than a decade’s prior Sales and Ad Product Development at Mom It Forward, a boutique media experience on campaigns around the Deseret Digital Media. Mike is a new agency that uses social media as a country (from local to presidential), media pioneer with more than a decade primary tool. The firm has pioneered Andrew now works with campaigns of executive management experience in social media marketing, working with and political organizations around the Web analytics, e-commerce, behavioral Fortune 500 companies from Kodak and country to maximize the impact of targeting, A/B multivariate testing, Kraft to Microsoft and Hewlett-Packard. their advertising dollars. Andrew has search engine management, search Troy’s 20 years of marketing experience managed six campaigns, including engine optimization and multichannel began at McCann-Erickson in New York four gubernatorial races and tough analytics. Mike has a unique and has run the gamut from copywriter primary battles, with small to multi- understanding of the online ecosystem to business owner. Somewhere along the million dollar budgets. Notably, he was and has worked at several key new line he earned an MBA. the campaign manager for Democratic media companies including Omniture- Governors Association Chair Jack Adobe and Onestop Internet. Mike Within the past year Troy has climbed an Markell’s upset win in Delaware in was also selected as a Junto Partners active volcano (which erupted 10 days 2008. Roos has BA from the University mentor for his work at Utah Build. later); road-tripped through 30 states; of Notre Dame, and attended graduate and participated in the first ‘Twitter school at Brown University in the Party’ at sea, aboard the world’s largest Department