8:30-9:30 Registration in the lobby of Cowell Theater

9:30-9:45: Welcome

9:45-10:30: 99 Awesome Facebook Marketing Tips You Can Use Right Away, with Brian Carter

10:30-11:15: Inversity, A Higher Education View of LinkedIn, with John Hill

11:15-11:30: Break: Networking, tweeting, friending and reading

11:30-12:15: Connecting Inbound Marketing for Exceptional Return, with Rand Fishkin

12:15-1:30: Open lunch to explore Fisherman’s Wharf: Extended lunch period for you to connect and learn with like-minded colleagues as your see the sites around San Francisco. There are a number of lunch options available here.

1:30-2:15: Donate your voice: Lessons from two years of automated, integrated social campaigns, with Erin Swanson of Water.org

2:15-3:00: Viral Video: Bringing Culture to the Curb, with Ian Symmonds

3:00-3:15: Break: Networking, tweeting, friending and reading

3:15-4:00: Balancing Creativity with Leadership: The Challenge of Social Media, with Andy Shaindlin

4:00-4:45: Our Community: The Co-Author of Our Brand Story, with Georgy Cohen

When it comes to Facebook, engagement is key to remaining visible to your fans, but getting likes and shares can be challenging.

Facebook provides a powerful way for you to reach the exact audience you want out of its 800 million active users, and at costs lower than any other marketing opportunity in existence — but how do you take advantage of that and get the best results?

Brian is here to help. With over 11 years experience in Internet Marketing, Brian is here to walk us through actionable insights to help us all reach a wider audience on Facebook and get them listening.

The social media revolution’s advance on institutions continues to accelerate, leaving many of its professionals wondering how to use it appropriately for individual and institutional advancement. Four basic tenets have emerged to successfully navigate the world of social media. Professionals need to know how to 1.) Listen 2.) Research 3.) Engage and 4.) Enable Ambassadors in social media.

LinkedIn’s 150 million users provide a powerful platform for colleges and universities to do each. This presentation will help education and non-profit professionals utilize LinkedIn to aggregate audience, target market, communicate, qualify development leads, engage alumni and recruit and develop robust networks.

As a marketer for your organization, you’re called upon to handle the creation and promotion of content on your site, explore the various channels (social media, search, blogs, communities, etc.) for distribution, and then run analytics, reporting and optimization over your efforts.

This work can seem daunting.

In this talk, Rand will cover how to connect all of these in a way that builds more value than the sum of each part. The channels to pursue, the metrics to track, the optimization techniques — all will be explored with colorful examples and a repeatable process.

Using social media in ways few non or for-profit companies have yet, Water.org is seeing unmatched conversion rates through automated marketing, driven by a simple ask.

Marketing Programs Manager Erin Swanson will discuss how Water.org has maximized absolutely no PR budget and its limited resources to engage more people with the cause, meet growing organizational goals, and increase online grassroots support over the past two years.

A compelling visual representation is the best expression of an organization’s unique identity, and, many agree, nothing is better than the power of video. No other media — including print, digital photography, or text — can effectively represent an organization’s culture to the outsider.

Thanks to the confluence of technology and creative forces, we are experiencing a revolution in viral videos. So where does your organization or school begin the process of incorporating viral videos into your promotional efforts?

Ian’s presentation will feature one-of-a-kind examples, creative case studies, and a good laugh or two, as he shows how to build a brand through effective viral videos.

Education and non-profit leaders, such as heads of schools, directors, and presidents, face a daunting challenge.

As strategists they must inspire confidence through consistent, reliable leadership. At the same time, however, they are expected to innovate, creatively carving a path through untried technologies, strategies, and ideas.

Andy will explore how leaders can model dynamic experimentation and risk-taking, while also providing the security of reliable, and even predictable, leadership.

In our communications efforts, we seek to convey and affirm the brand of our institution. But the members of our community—students, alumni, faculty and staff alike—are doing that already everyday, regardless of our efforts, through the content they share and create.

Through content-minded community management, we can more effectively appreciate that our community is the co-author of our brand story, sharing content and having conversations that shape the reality of our brand identity.

The more we are aware of their authorship, the more effective our communications will be, and Georgy will explore strategies and tools that can help us achieve this.