1. Welcome!
St. Norbert College | F.K. Bemis Center | May 19, 2009
7:30am – 12:00pm

2. Agenda
• 7:30 – Welcome to What the *Tweet*!
• 7:45 – Breakfast Networking
• 7:50 – Social Media DIY, Caitlin McCabe
• 8:30 – Social Media & Branding, Pat Hopkins
• *9:30 – Social Media & PR Survey, Susan Finco
• 10:00 – PR & Social Media, Greg Linnemenstons
• 10:30 – Social Media Cases, Dana & Kiar
• *11:15 – Practitioner Panel Discussion
• 11:45 – Event Wrap-up and Q&A

3. So, What *is* Social Media?
 Social media is content created by people using
highly accessible and scalable publishing
technologies.
 In the most basic sense, social media is a shift in
how people discover, read and share news,
information and content.
 It's a fusion of sociology and technology,
transforming monologue (one to many) into dialog
(many to many) and is the democratization of
information, transforming people from content
readers into publishers.
 Social media has become extremely popular
because it allows people to connect in the online
world to form relationships for personal and
business.

5. How far have we come?
• 91% say consumer content is the #1 aid to making
buying decisions (JC Williams Group)
• 87% trust a friend’s recommendation over a review by a
critic (MarketingSherpa)
• Social network users are 3X more likely to trust peer
opinions over advertising in purchase decisions (Jupiter
Research)
• 1 word-of-mouth conversation = the impact of 200 TV
ads (BuzzAgent)
• Social media site traffic doubled in the past year
(comScore)
• IT buyers trust social media more than any other source
(PJA IT Social Media Index)

6. “Every brand needs to be relevant and
part of a community. They need to
open a dialogue with their consumers,
but they also need to be prepared for
what could be negative feedback and
I don’t think all marketers are ready for
that.”
- Bob Ivins, EVP, comScore

7. Agenda
• 7:30 – Welcome to What the *Tweet*!
• 7:45 – Breakfast Networking
• 7:50 – Social Media DIY, Caitlin McCabe
• 8:30 – Social Media & Branding, Pat Hopkins
• *9:30 – Social Media & PR Survey, Susan Finco
• 10:00 – PR & Social Media, Greg Linnemenstons
• 10:30 – Social Media Cases, Dana & Kiar
• *11:15 – Practitioner Panel Discussion
• 11:45 – Event Wrap-up and Q&A

8. Caitlin McCable, Director of Social Media, Sway, Inc.
Caitlin McCabe is the Director of Social Media at Sway, Inc. in Middleton, WI.
She has an expert level of knowledge in the social media space as it relates
to branding, new products, online visibility, and generating buzz.
Social Media DIY – How to make social media work for you if you’re the only
one working on social media.

9. Pat Hopkins, CEO, Imaginasium
Pat and his group at Imaginasium work with leaders to create and deliver
authentic, sustainable brand experiences that keep the brand aligned with
the organization’s vision and goals, and which internal teams readily
embrace and consistently deliver on.
Branding in Social Media – How does social media change company cultures
and corporate brands when consumers are in control.

10. Susan Finco, CEO, Leonard & Finco Public Relations
Susan is the owner of Leonard & Finco Public Relations, Inc. – a Green Bay
based PR firm specializing in issues management; media relations and
social/new media; image campaigns and crisis management.
Social Media & PR Survey Insights – Sharing the results of the Northeast WI
social media study insights into social media and PR.

11. Greg Linnemanstons, President, Weidert Group
Greg is the president and co-owner of Weidert Group, an Appleton, WI
based marketing strategy and communications firm. Greg’s 18 years in
corporate marketing exposed him to companies like HJ Heinz and Pillsbury.
He has spent nearly 10 years with Weidert.
Social Media and Public Relations – How social media has changed public
relations and working with the media.

12. Dana VanDen Heuvel, Founder, MarketingSavant
Dana is an award-winning marketing blogger, founder of MarketingSavant,
author of several guides to social media and internet marketing and a sought
after speaker on social media and thought leader marketing. Dana consults
with clients globally from his office in Green Bay.
Social Media Case Studies and Panel Moderator

13. Kiar Olson, Director of New Media, Element Creative
As Director of New Media at Element Creative, Kiar Olson regularly opens
clients’ eyes to unexpected ways of delivering their brand experience.
Although responsible for social media, Kiar brings his passion and knowledge
of all things technology related to his client relationships.
Social Media Case Studies and Panel Participant

14. Nicolet National Bank
Jeff
Gahnz
Green Bay Public Schools
Brooker
Amanda
American Red Cross
Jody
Weyers
Element Creative
Kiar
Social Media Practitioner Panel
Olson

15. Well, how was it?
www.whatthetweet.org/howwasit