SMIATL 2011 Speaker Presentations

Thank You!

The 2011 Social Media Integration conference at Kennesaw State University may be one for the record books, but the knowledge is here to stay. The two-day event saw a host of presentations from social media experts and strategists around the nation.

Even if you weren’t fortunate enough to attend, there’s still room to learn. This is your guide to all available speaker presentations from the event. Every underlined title links to the corresponding presentation on SlideShare.

Also, check out the Twitter list of #SMIATL speakers and add them to your social media contact list if you haven’t already.

All the sessions are listed in the order they happened, from late Friday afternoon through the Wrap-Up Q&A on Saturday. Visit the Agenda section of for complete times.

The Holy Alliance of Search and Social (Advanced) – David Felfold, Sherpa! Web Studios 
Search marketing has been crowned most the cost-effective, measurable marketing tactic for many businesses. Social media marketing is now battling for that crown.  A closer look at the front-lines, however, indicates the battle will be won by businesses that recognize the benefits of a holy alliance of the two tactics into their marketing strategy.  This session will present the most recent enhancements to how search engines are integrating social networks into their search results and how companies can best leverage these changes to improve both types of campaigns.

Socializing Social Media: Getting to ‘Yes’ in Four Steps (All Levels) -Andrew Worob, Manager, Digital Communications, Finn Partners, A Ruder Finn Group Company 

Social media has presented boundless opportunities for companies and agencies to engage customers, partners, prospects and new audiences through a variety of online initiatives. But the excitement of all social media has to offer can sometimes be elusive. While ‘experts’ at companies, schools and agencies are driving innovative communications platforms and projects, there are still those professionals that need convincing.  They squawk: will this really lead to sales? Isn’t social media just for consumer brands? Won’t I lose control of my value proposition?   The best way to approach the uncertainty of social media can be broken down into four basic steps – learn how to educate and manage executive expectations to reduce the level of apprehension or risk, and successfully get the green light to implement social media at your organization.



No Bull-Shit Social Media: Jason Falls, Social Media Explorer

The title says it all.


Session 1:

Think Like a Rockstar: How to Build Fans and Community Around Your Social Media Efforts (all levels) Mack Collier, Mack 

Rockstars can teach us a lot about how to interact with fans and communities. With new examples and recent case studies, this session will teach you:

  • The four key things that Rockstars do to create fans for their work and how you can do the same with your social media efforts
  • The keys to building a vibrant community around your social media efforts
  • The importance of ‘fishing where the fish are’ when you’re trying to build awareness
  • How to create content that taps into the ‘Bigger Idea’ that’s more relevant and exciting to your customers


Integrating Paid and Earned Media (Advanced) – Kevin Geraghty, 360i

Developing integrated marketing plans across paid and earned media involves an understanding of the synergies between those media, the characteristics and time-frames that media responds to, and an attribution strategy that leads to effective deployment of effort and capital. This session will take a rigorous analytic approach to looking at models that maximize efficiency in pursuit of objectives, such as profitable growth and ROI performance across paid and natural search, display, social and mobile marketing.

The Entire Conversation – Social Media and The Media (All Levels) – Jeff Cutler, 

Today’s reporters may have a presence on Facebook or Twitter, but most of them have probably just scratched the surface of what social media can do. This session – for journalists, and those who work with them – will explore how social media tools can help journalists expand readership, create and connect to their community, drive traffic, find sources for stories, and more. With insights on how journos can create or revise their social media plan, this session will also identify ways PR pros and business owners can help journalists achieve their social media goals.


Session 2:

The New Handshake: Sales Meets Social Media (Intermediate) – Barbara Giamanco, Talent Builders Inc. 

Sales and marketing approaches have been flipped upside down with the explosion of social media. What worked 3 years ago, doesn’t work now. Social media has brought with it a profound global shift in communications that favors relationships over contacts, eliminates cold calling, and puts the buyer in control of the sales process. Capitalize on some simple, but practical “how to” ideas for engaging buyers and customers in a digital economy. During this session we will discuss:

  • Evolution of sales and how social media applies
  • Benefits of social selling
  • Creating value in advance of the sales opportunity
  • What executives want you to know
  • Building loyalty and retention


Social Media Measurement – from Indexes to ROI (Advanced Level) – Chuck Hemann, VP of Analytics at Edelman Digital 

For those who already know how to develop measurable goals and objectives, this in-depth session will focus on creating your own measurement index, including the concept of applying weights to various results and developing a scoring system. With specific examples of how this system can work successfully, the session will also cover how to use measurement in determining ROI and how a concrete process can inform your decisions moving forward.

The Brave New World of Integrated Marketing: Lessons Learned By A Technology Start-Up Marketer (All Levels) – Jacqui Chew, iFusion Marketing 

With the increasingly complex array of communication channels available to businesses today, striking the right mix between earned (PR), owned (website, Facebook page) and paid (advertising, PPC) media can be daunting. Jacqui will take attendees through a series of case studies illustrating how small-medium businesses and particularly start-ups can leverage the various channels to build relationships and sales.




Special Hands-On Session for Small Business: Develop Your Small Business Social Media Strategy – Maria Peagler, Founder, 

Develop your small business social media strategy in the only hands-on session at SMIATL. Maria Peagler, founder of, award-winning indie-publisher, author, and veteran technology trainer, will guide you through a step-by-step, interactive session of building a solid social media plan based on your company’s unique products/services, market reach, customer demographics, your organization’s strengths, and staffing.  At the end of this session, you’ll have an individual strategy laser-focused for your business and plan for execution starting Monday morning.

Integrating Social Media – How and When to Act (All Levels) – Lionel Menchaca, Chief Blogger, Dell; Michelle Brigman, Outgoing Director, Social Media Listening Command Center

In December, Dell launched its Listening Command Center, which enables Dell to monitor over 25,000 conversations, across 11 languages, each day. But how and when do you decide to act on that information? And what if you don’t have Dell’s resources at your disposal? What best practices have they developed that can be implemented on a smaller scale at companies of any size?  Led by those working in the social media trenches at Dell, this session will offer a sneak peek into how that team listens, prioritizes, responds and manages its social media presence across silos and business functions. Learn tips for identifying the important issues that require a response, and get concrete takeaways for developing your own social media workflow and escalation protocol.


Session 3:

Building a Movement: Social Media Tools for Successful Advocacy (All Levels) – Nick Westergaard, Westergaard Advertising

Beyond impact in the business community, we have seen increasing examples of social media being leveraged to bring about social change in the world around us. This happens internationally and nationally but it can also happen at the local level as well.  Drawing on experience as consultant for various local, regional, and national movements, Nick Westergaard leads an insightful discussion on the integration of social media with advocacy campaigns. At the local level, you’ll learn how the department of corrections is using social to find mentors for at-risk youth and how social helped pass a 21-only ordinance in a Big 10 college community. Nationally, you’ll learn how a leading non-profit in the workforce development sector is using Facebook and YouTube to share best practices as part of their advocacy for a national skills credentialing system.  With case studies and examples from the diverse worlds of education, workforce development, political, corrections, trade associations and more, session attendees will discover how social advocacy is still grounded by core branding and message principles. These well-crafted messages take flight at a faster rate with the help of social media tools like Facebook, Twitter, and YouTube. In the end, you’ll see how social can be used to bring about change in your community and in the world around us.


Online Meets Offline: Integrated Tactics Yield Real Results (All Levels)

Panel: Scott Hepburn,; Zachary Pousman, IQ Interactive; Heather Whaling, Geben Communications.  Moderated by Toby Bloomberg, Bloomberg/Diva Marketing

What do the Carolina Panthers, the Columbus (Ohio) Marathon, and Pennington Wild Bird Feed all have in common? They each successfully merged online and offline tactics to achieve impressive outcomes.  This panel will feature the architects behind these highly successful, ongoing campaigns, who will show you how to:

  • Integrate offline and online into one seamless experience
  • Drive in-store sales using social media strategies (Pennington increased sales by 124%)
  • Merge PPC and traditional media efforts into social experiences
  • Build and sustain community year-round, even when it originates out of a specific campaign or event


Core Conversation: Expert Level 

Gather with other highly experienced professionals for a guided conversation on the unique challenges that face expert level executives and consultants. Learn tips and tricks from your colleagues as you share war stories and lessons learned.

Wrap-Up Q&A

Still hungry for more? Check out the great presentations from Oliver Blanchard and Shiv Singh at Social Media Integration 2010!

Know of a presentation not listed? Drop a note and a link to sduda [at] kennesaw [dot] edu — And thanks for helping make SMIATL such a great success! See you at MLDA and SoCon12.

One Response to SMIATL 2011 Speaker Presentations
  1. [...] Update: Find all the content from the conference here: SMIATL and the speaker presentations here. [...]

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