Thursday, July 16, 2009
8:30 a.m. to 4:30 pm
New York City – at the offices of CableFAX
Space is limited to 20 attendees.
Registration Closed- Get information about our Social Media Bootcamp in Los Angeles, August 18.
Face it, a new business culture is rapidly evolving online, and you can’t afford to ignore it. With the convergence of communication technologies bringing into question who will own the future U.S. infrastructure, digital media will be a battleground where telecom, cable, satellite and other companies compete for public mindshare.
In this one-day workshop from CableFAX, you'll learn how several cable businesses, programmers and operators are using the changing social media environment to generate new forms of promotion, communication, and revenue. Please join us on July 16 and learn how to use and master social media tools to move your cable brand forward.
This hands-on workshop will show you how major cable companies are shifting their communication efforts to work in this changing environment – and how you can do it, too.
You’ll hear:
- Detailed examples of how cable companies are engaging key audiences in the social media space
- Case studies of companies that are “getting it right”
- What strategies led to their success and how to avoid failure
- What to do when a digital crisis occurs
- How to leverage social media to improve your customer care efforts
- How to avoid “Twittering” away your time with no return
- How and where to engage with audiences online
- How to communicate with audiences using four key steps of dialogue development
- How to develop social media rules and guidelines for employees;
- How to measure success of an online campaign
- How to develop a dialogue that is seen as “authentic” and “transparent”
- How to avoid miscommunication with audiences and “astroturfing”
- How to build a digital presence that guards against online communication crises
- How to be prepared to respond to crises should they arise
- How to avoid the “broadcast” mindset
- How to avoid the trap of making something “go viral”
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More Info Steve Cody
President, Peppercom
Steve Cody is managing partner and co-founder of Peppercom Strategic Communication. Since founding the agency in 1995, he has been instrumental in Peppercom’s rise from a two-person start-up to its current position as one of the nation’s best known mid-sized strategic communications firms. His blog, www.RepManBlog.com was named best in the industry by The Holmes Report, which awarded it a SABRE in 2006. His podcast, RepChatter, won a Silver SABRE from Holmes in 2009.He has authored numerous thought leadership articles and delivered speeches on social media trends and issues. He Twitters as “RepManComedy.” Along with strategic consultant Dr. Richard Harte, Steve has written a book on Pain-based Selling, “What’s Keeping Your Customers Up at Night?” published by McGraw-Hill. He was also one of the CEOs featured in Donald Trump’s book “Trump: The Way to the Top.” He has been named a finalist for Ernst & Young’s “Entrepreneur of the Year.”
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More Info
Sam Ford
Director of Customer Insights, Peppercom
Sam Ford is Director of Customer Insights at Peppercom Strategic Communications, where he helps lead the agency’s PepperDigital division. Ford works with agency teams and clients on communicating with key audiences in the social media space and developing strategy behind digital initiatives. His digital client work and consulting spans from consumer products and entertainment properties to public utilities to insurance companies. He is also a research affiliate with MIT’s Convergence Culture Consortium, a group he helped launch and formerly managed which partners with major brands and media companies to look at the changing communication landscape. He is currently co-authoring a book on the way content is shared online called Spreadable Media. He holds a Master’s degree from and has taught courses for MIT’s Comparative Media Studies program, focusing on ongoing research about how fans of entertainment properties communicate with one another and the companies that produce the content they follow in a digital age.
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More Info Marcy Cohen
Senior Manager, Corporate Communications
Sony Electronics
Marcy Cohen is senior manager of Communications at Sony Electronics Inc. In this position, she is currently responsible for managing Sony’s social networking strategies both internally for employees and externally for consumers. Cohen is also responsible for public relations for Sony’s direct-to-consumer businesses including Sony Style stores and Sonystyle.com. She manages media opportunities for executive management and oversees PR for Sony’s advertising campaigns. Cohen joined Sony’s Communications group in 2000, working on several initiatives, including the development of the company’s press web site and new Intranet site, as well as the launch of Sony’s QUALIA luxury products line and Sony’s Take Back Recycling program. Prior to joining Sony, Cohen was marketing manager for Virtual Communities Inc., a community focused group of web sites. Cohen earned her Bachelor of Arts in Communications from Rutgers University.
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Facilitator:
Seth Arenstein
Editorial Director, CableFAX
Seth oversees the editorial content for Access Intelligence’s Broadband Group, edits CableFAX: The Magazine and writes CableFAXDaily’s Programmer’s Page. Prior to his work in cable, Seth led Access Intelligence’s Defense Group for more than a decade, during which time its products garnered national awards for editorial excellence. A former White House Bureau Chief for Access Intelligence’s Defense Daily, Seth joined the company in 1986 as a reporter for Soviet Aerospace after receiving an M.A. in defense and international relations from The Paul H. Nitze School of The Johns Hopkins University.
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Prior to the session, your trainers from Peppercom will provide a version of its Digital Network Assessment, a new analytical service that ascertains the strengths—and areas of tension—in a company’s digital management strategy. We'll analyze the findings as a whole and examine key pain points for the cable industry in particular as part of this workshop.
Peppercom’s co-founder Steve Cody will draw on his decades of experience with traditional and digital public relations to discuss the “Holy Grail” of social media – getting audiences to talk about your company and recommend it. A blogger and podcaster, Cody will provide case studies and tips on using social media to generate revenue in customer service, crisis management and marketing, among other important topics.
Ford, who is Peppercom’s Director of Customer Insights, will speak about his research and work through MIT’s Convergence Culture Consortium on how online culture is shifting the model of success from “sticky” (driving people to a Web site) to “spread able” (leveraging audiences to spread company messages anywhere and everywhere).
Lastly, you’ll be treated to a guest speaker from Sony Electronics who will share how her company is leveraging social media to launch new products, respond to stakeholders and build community.
Cable executives in the following areas:
- Corporate Communications
- Marketing
- Digital Media
- Public Relations
- Technology
- Content
- Financial/Investor Relations Executives
- Executive Management
A complete course notebook with PowerPoint slides, glossary, and examples; and your questions answered. Includes breakfast and lunch.
If you gave questions about the program, please contact Carol Bray at cbray@accessintel.com or 301-354-1763. The workshop will be held in the min Editorial headquarters, 110 William Street, 11th Floor, New York, NY 10038. If you plan to travel by train, take the subway on the 2 express train to Fulton Street. 110 William Street is right off the subway stop. If you are on the east side, the 4,6 express train is a short walk west to William Street.
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