Ragan Communications presents: An event hosted by

The 2nd Annual

Employee Communications,
PR and Social Media Summit
A best practices conference for corporate communicators
November 10-12, 2010 • Microsoft World Headquarters • Redmond, Wash.

Program
November 10–12, 2010
Microsoft World Headquarters
Microsoft Building 33
16070 NE 36th Way
Redmond, WA

Hashtag #raganMSFT

Presented by Hosted by Sponsored by

 Table of Contents

Conference Speakers......................................................................................................1

Pre-Conference Workshops.....................................................................................2–3

Opening Keynote.............................................................................................................4

Thursday, November 11......................................................................................... 4–11

Tracks 1,2 and 3

Special Keynote.............................................................................................................. 11

Cocktail Party.................................................................................................................. 12

Friday, November 12.............................................................................................13–16

Tracks 1,2 and 3

Closing Keynote............................................................................................................. 16
 Speakers
Tac Anderson............................................................................ Waggener Edstrom
Kraig Baker................................................................................. Davis Wright Tremaine LLP
Justina Chen.............................................................................. Author + executive
communications strategista
Scott Clark.................................................................................. Scott & White Healthcare
Ferg Devins................................................................................ Molson Coors
Sam Graham-Felsen............................................................... Obama for America
Rob Halper................................................................................. Johnson & Johnson
Shel Holtz................................................................................... Holtz Communication
+ Technology
Aaron Hughling....................................................................... Scott & White Healthcare
Geoff Ivey................................................................................... Intel
Drew Keller................................................................................ Video Consultant
Laura King.................................................................................. Microsoft
Jaime Le ..................................................................................... Yahoo!
Christy Leonhardt.................................................................... Intel
Betsy MacKay............................................................................ Children’s Medical Center of Dallas
Brooke McMillan...................................................................... Lance Armstrong Foundation
Adam Moffat............................................................................. Molson Coors
Alex Nicholson.......................................................................... USA Today
David Pogue.............................................................................. The New York Times
Glenn Raley................................................................................ Humana
Patricia Romeo......................................................................... Deloitte
Christa Semko........................................................................... Dell
Frank Shaw................................................................................. Microsoft
Sandy Shin................................................................................. UCLA
Angela Sinickas........................................................................ Sinickas Communications, Inc.
Chris Slemp................................................................................ Microsoft
Sara Tatchio............................................................................... Ford Motor Company
Paolo Tosolini............................................................................ Enterprise Social Video consultant
Steve Widmann........................................................................ Scott & White Healthcare
Wileen Wong Kromhout....................................................... UCLA

1
 Wednesday, November 10
Pre-Conference Workshops

All-Day Workshop
9 a.m.-5 p.m.
Online video done right: A hands-on video production workshop
For the past two years you’ve heard more reasons than you can remember why you should use video
to communicate to employees and customers. Enough already. You get it. You have your camera
and microphone and editing software, and you’re shooting videos. Good for you. Or is it?
Too many communicators ignore the simple principles of production, resulting in videos
with poor lighting, color, framing and sound. And many communicators dive headfirst into online
video without thinking through the purpose of their story. Their videos are too long, meandering
and frankly, boring. In short, they’re unwatchable.
During this workshop, you’ll learn:
• What equipment you need to get started and how much it’ll cost
• Basic production principles everyone should know
• How to shoot an interview (it’s not as straightforward as you think)
• How to set up 3-point (or interview) lighting
• The best way to shoot when you can’t use external lighting
• Why sound is so important and how you can make yours better
• Editing basics and the importance of b-roll
• Better techniques for script-writing
• Ways to avoid the “talking head” video
• How to create a comprehensive storyboard and shot list
• When (and how) to use voiceover
• When to shut up and let your images do the talking
• New ideas for videos that will wow the C-suite and engage employees
Drew Keller is an award-winning television producer, editor, web developer and educator. His production
experience ranges from international documentaries to prime time specials; community events to national
advertising; multimedia and children’s programming to home movies of his kids. Drew recently developed
an internal media portal for Microsoft, is the developer and host of StoryGuide, a video storytelling blog, Is
currently writing and producing on the PBS series, BizKids and is on the faculty at the University of
Washington’s Masters of Communication in Digital Media program. His research and lectures include
web-based storytelling, production best practices, video syndication models and the effects of web video on
social networks.
Paolo Tosolini is an Enterprise Social Video consultant helping organizations embracing social media, online
video and mobility as integral parts of their internal communications and knowledge sharing strategy. In his
former role of New Media Business Manager at Microsoft, Paolo launched and managed the company
“internal YouTube” platform called Academy Mobile, which is now hosting more than 19000 employee
generated videos after just 3 years from its inception. Prior to that, Paolo worked in MSN and Office, where
he managed the Office 2007 partner early adoption program that resulted in more than 500 partner
solutions developed at launch. Paolo also blogs and podcasts about Italy and travel.

2
 Half-Day Pre-Conference Workshops

1:30 p.m.-4:30 p.m.

How to measure internal and external communication programs
More and more often, communicators are asked to prove to management the value of their
work. Word people must learn how to live in a numbers world. This workshop will show you
how to:
• Plan measurable communication that leads to behavior changes
• Measure the effectiveness of messages and campaigns
• Measure the effect of communication channels, including social media
• Measure outcomes of communication
• Calculate ROI for a campaign or a particular information channel
Whether you’re just thinking about exploring measurement, or are looking for new ways to
improve your existing measurement, this session will provide you with tips and practical tech-
niques you can immediately bring back to your organization.
Angela Sinickas, ABC, IABC Fellow, is president of Sinickas Communications, Inc. (www.sinicom.com), a
10-year-old international consulting firm that has helped 23% of the Forbes 100 largest global organizations
plan and measure communications. Her publications and speaking engagements in 26 countries have made
her name synonymous with measurement of communication. She is the author of the manual How to
Measure Your Communication Programs. She sits on the editorial boards of two professional journals. Her
work has earned 17 IABC Gold Quills, two for her website, www.sinicom.com, which holds more than130
articles on measurement.

1:30 p.m.-4:30 p.m.

Social Media Boot Camp: In 3 hours you’ll learn how to tweet, blog
and vlog—and understand when you should use these tools 
You’ve read about social media everywhere from the business press to the local newspaper.
Industry publications talk about it. It’s on the news—in fact, news outlets even use it (just
look at CNN’s iReport and correspondent Rick Sanchez, who relies on Twitter to do his
reports). Your boss may ask about it—or insist that the company avoid it. You need the core
knowledge that will help you know how to apply social media in your organization.
In this far-reaching overview, online communication authority Shel Holtz will explore the
role social media plays in communication strategy and the risks to the organization of
ignoring new media. You’ll learn how to:
• Develop a strategy to use the right social media tactics
• Know which tools to apply under which circumstances
• Make the business case for your plan: How to measure the results to verify that the effort
has produced the right outcome
• Engage in social channels without installing a single piece of software
• Monitor and assess the conversations about your organization
• Make the case to management that the rewards far outweigh the risks—and how to
mitigate those risks.
Shel Holtz, ABC, is principal of Holtz Communication + Technology. He is a leading international futurist and social
media expert. Shel is also the co-host of the weekly podcast The Hobson & Holtz Report.

3
 Thursday, November 11
Opening Keynote
9 a.m.-10 a.m.
With Frank Shaw, Microsoft Kodiak
Storytelling, influence & the echo chamber—
PR in the Social Media Age
Can the art of storytelling survive in an era of “post now” news and blogs and commentary in
140 character bites? How does a modern corporation break through the clutter and get out
of the echo chamber? Look at what Microsoft has been doing to tell the right stories to the
right audience at the right time—using both the twoosh and more traditional methods of
storytelling.
Frank Shaw joined Microsoft in 2009 as Corporate Vice President of Corporate Communications. Shaw
defines and manages Microsoft’s communications strategies worldwide, including planning and execution,
public affairs, media and industry analyst relations, executive communications, employee communications
and global agency management. Before joining Microsoft, Shaw was president of Microsoft Account
Worldwide at Waggener Edstrom Worldwide, where he held key responsibilities for all global PR, communi-
cations and influence efforts.

10:15 a.m.-11:15 a.m.

Track 1 Cascade
Build your brand and win over all your stakeholders by adding
social media to your strategic marketing plan
Children’s Medical Center of Dallas didn’t have a digital strategy. Twitter changed that. Betsy
MacKay, Vice President of Public Relations for Children’s, will tell you how social media drastically
changed the hospital’s strategic marketing plan. You’ll hear how live-Tweeting a father-son
kidney transplant led to organ donation support, millions of dollars in media coverage and great
brand-building. More than 100 Twitter updates not only kept the patient’s family and friends
informed, but also changed the hospital’s communications and marketing.
You’ll learn how to:
• Connect to an online audience you and your brand haven’t met
• Add social media to your marketing strategy
• Support your organization’s strategic goals
• Pay close attention to blogs to find new consumers
• Implement a digital strategy through social media channels
• Take control of your brand

4
• Measure the effectiveness of your effort
Betsy MacKay is responsible for managing the Children’s brand and marketing strategy, ensuring
that the hospital’s objectives and direction are effectively communicated to the public and
internally.

10:15 a.m.-11:15 a.m.

Track 2 Rainier
From Doubt to Engagement to Activation: What can happen
when executives DO support employee communications
Over the past several years, Ford has had to face more than guiding employees through a
tumultuous and highly competitive economic environment. They also had to change employ-
ees’ views about company leadership and their own product lineup. This case study will show
how the employee communications team methodically approached the issues to turn its
employee population around in North America, what unique role the executive team played in
the effort and the challenges success itself can bring. You will learn:
• A way to make leaders pay attention to employee communications that’s hard to argue with
• Why Ford executives believe the company won’t succeed without effective employee
communications
• The importance of using the tools your employees will pay attention to
• What to do to turn skeptical employees around and make them enthusiastic advocates
Sara Tatchio is the Global Integrated Communications Manager at Ford Motor Company, which
includes Global Employee Communications for a diverse audience of salaried and hourly
workers and retirees. Among her accomplishments at Ford, she has helped transform the
company’s use of the intranet/internet to reach all audiences.

10:15 a.m.-11:15 a.m.

Track 3 Kodiak
How to use social media to inspire a call to action and build
a strong online community
LIVESTRONG, the support network established by Lance Armstrong to help people with cancer, is a
newcomer to the social media scene. But in two years, the organization has amassed more than 4
million followers on Twitter and attracted hundreds of thousands of Facebook fans.
Join LIVESTRONG’s Brooke McMillan to learn how the foundation increased its use of Twitter,
the LIVESTRONG Blog, Facebook, Flicker, and YouTube. You’ll absorb best practices for using
social media to create a personal connection to a cause and build a strong online community of
supporters
During this session, you’ll learn how to:
• Find a voice and make it personal so your followers know there is a real person rather than a
corporation behind the message
• Pick the right people within your organization to lead your social media efforts (Hint: You can’t
just kick it to the intern)
• Listen to online conversations and contribute constructive comments that can improve your
communications
5
• Let go of some control: Allow your community to tell their own stories and be there
for each other
Brooke McMillan is the online community evangelist for the Lance Armstrong Foundation (LIVES-
TRONG). She started with LIVESTRONG in April 2004 as the first LIVESTRONG SurvivorCare
coordinator, helping thousands affected by cancer get information. Working directly with LIVES-
TRONG partners at CancerCare and Patient Advocate Foundation, McMillan nurtured the
program and oversaw its transition to the partners at CancerCare.

11:30 a.m.-12:30 p.m.

Track 1 Cascade
How to craft corporate stories that score coverage in
The New York Times and create online buzz
Great storytelling can create memorable, heartfelt speeches that inspire audiences, even the
press.
The former speechwriter for the President of Microsoft’s Entertainment & Devices Division (and the
award-winning novelist), Justina Chen, will draw from speeches she has written, spanning talks to
small gatherings of influential media people to arena speeches before audiences of 40,000
employees. Most important, she will talk about her creative process that resulted in record-break-
ing speaker scores for her president and verbatim coverage of those speeches from The New York
Times, Wall Street Journal, Gizmodo and Engadget.
In this entertaining, practical session, you’ll learn how to:
• Create corporate mythology that connects your audience passionately to your company mission
with verbal and visual narratives
• Maximize the impact of your speeches with a strategic “Editorial Calendar”
• Connect powerfully to your audiences with a rich narrative woven with proven story-telling
devices
• Craft “Tweet-worthy” sound bites that are repeated verbatim in the press
• Shape your voice and personal story into powerful communications tools so your audience
remembers you and your message
Justina Chen is the former executive communications manager, speechwriter, and publicist for
Robbie Bach, president of Microsoft’s Entertainment & Devices Division. Her speeches were
lauded as “almost single-handedly changing the way we think about executive communications
at Microsoft. Her work has been a staggering reminder of the power of exquisite storytelling.” 

11:30 a.m.-12:30 p.m.

Track 2 Rainier
Bring momentum to your brand with an integrated media plan:
Using the blurring line between internal and external
communications
Molson Coors was the official beer supplier to the Vancouver 2010 Olympic and Paralympic Winter
Games. As part of their marketing strategy, they created a hospitality center in the heart of
Vancouver called Molson Canadian Hockey House, touted by media as “the place to be.”

6
 Through the Hockey House, Molson Canadian re-appraised its brand by using the Olympic
window to time its launch of a new advertising creative campaign, fund Canadian athletes and
host the world with Made in Canada hospitality.
The 2010 Games also enabled Molson Coors to engage employees through initiatives that spread
from coast to coast in Canada. More than 113,000 million earned media impressions appeared in
Canada alone, not to mention the world-wide coverage enjoyed by Molson Canadian Hockey
House. Join Ferg Devins who will talk about this integrated effort that brought momentum to the
Molson Canadian brand—internally and externally.
You’ll learn how to:
• Plan before, during and after a big event
• Engage employees through interactive initiatives
• Measure your success through media impressions and social media reach
• Earn support from executives
• Cut through the clutter and use social media to reach core audiences
• Stick to the plan to deliver the results
Ferg Devins is chief of public affairs for Molson Coors in Canada, and a member of the Molson
Coors senior leadership team. He directs Molson’s engagement with all three levels of govern-
ment as well as creates strategies for Molson’s public relations, media relations, corporate
reputation, industry affairs, employee communications and social media across Canada.
Adam Moffat is the Director of External Communications at Molson Coors Canada. In this role,
Adam oversees the strategic direction and deployment of public relations and social media
engagement at both the corporate and brand levels within Canada.
As an active member of Canada’s social media community, Adam is constantly on the hunt to
make connections, create sociable content and unearth new ideas and approaches to share the
Molson Coors Canada story. 

11:30 a.m.-12:30 p.m.

Track 3 Kodiak
How Obama’s online team changed the game: Lessons from the
campaign trail that you can apply to your organization
In 2007, a little-known candidate named Barack Obama announced his candidacy for the Demo-
cratic nomination. Two years later, he was sworn in as the first African-American president. Most
experts credit Obama’s online operation as a driving force in his victory. Sam Graham-Felsen,
who served as Obama’s chief blogger and a key strategist on Obama’s new media team, explains
how the campaign harnessed new technologies to empower millions of grassroots supporters
and delivered the election for Obama.
Taking tips from this session, you’ll learn: 
• How the Obama campaign created a movement by telling authentic stories
• How to use YouTube to promote a campaign’s message and fight off attacks
• How my.BarackObama.com was a key to winning the Idaho caucus, and the
Democratic nomination

7
• How Obama’s new media team raised $500 million dollars from 3 million donors
of ordinary means
Sam Graham-Felsen was Barack Obama’s chief blogger in the 2008 presidential campaign. After the
Obama campaign, he worked as the Director of Strategic Planning at Blue State Digital, one of
America’s premier digital marketing firms. He is currently the Director of Strategy and Communi-
cations for the Alliance for Youth Movements (AYM), a new organization supported by Google,
Facebook, Twitter, BSD, and other major tech companies, which connects and empowers the
next generation of digital activists around the world.

12:30 p.m.-1:45 p.m.

Lunch

1:45 p.m.-2:45 p.m.

Track 1 Cascade
Best practices in developing, using and measuring video as part
of your corporate communications plan
The Johnson & Johnson health channel on YouTube went live in August, 2008. In less than two
years, it attracted more than 1.8 million views and more than 2,250 subscribers. The videos
provide non-branded and product-related health care information and patient stories meant to
enhance the reputation of Johnson & Johnson as a trusted name in health care. J&J was one of
the first health care companies to venture into YouTube. Since then dozens more health care
companies have signed on, including several operating companies within Johnson & Johnson.
During this session, you will learn how to:
• Start a YouTube channel and choose the right type of channel
• Tackle legal, regulatory, cultural and financial challenges within
your company
• Take tips from Johnson & Johnson’s best practices in content, moderating comments, subscrib-
ing and friending
• Manage user-generated content
• Assess the results and measure success
Rob Halper is a Director, Video Communications within the Corporate Communication and
Public Relations Department at Johnson & Johnson. He has been at J&J for more than 15 years.
Rob has also worked at CBS and WCBS-TV in various positions, including directing live news-
casts. His primary responsibility at Johnson & Johnson is managing the J&J health channel on
YouYube.

1:45 p.m.-2:45 p.m.

Track 2 Rainier
Help senior leaders set the tone for internal branding and
employee engagement
In the social media age, where employees can share their ideas instantly with many, it’s become
more important for leaders to take an active role in employee engagement.

8
 In the past two years, Microsoft’s senior leaders have conversed with employees about the
company, our strategy and the role employees play in helping Microsoft grow. In this session
hear from Microsoft’s corporate communications team about the importance of:
• Engaging senior leaders in strategic employee communications
• Coordinating open dialogue and transparent communication between senior management
and employees
• Creating real-time communication between senior leaders and workforce to establish trust and
understanding of leaders’ actions
Laura King is the Senior Director of Employee Communications for Microsoft where she is
responsible for communications to and with more than 90,000+ employees in
90 countries. Laura has been with Microsoft for seven years and held senior positions in
Relationship Marketing, Integrated Marketing Communications and Communications for the
Enterprise and Partner Group which serves 15,000 of the world’s largest enterprises.

1:45 p.m.-2:45 p.m.

Track 3 Kodiak
Innovation from within: The social media tools that can change the
way you work—and how to get buy-in from all your stakeholders
At Humana, a special innovation department within IT is in charge of discovering new social media
tools. Humana associates now use a Yammer-like tool to collaborate on projects and discover
topic experts within Humana. The special department also disseminates CEO speeches and town
hall meetings through an internal video channel that doesn’t suck up all the bandwidth and uses
social media to break through corporate silos and hierarchies. But getting there meant going
through the “five stages of corporate acceptance of social media”—from denial to acceptance.
During this session, Glenn Raley will provide lessons learned and showcase best practices to
get your company using social media—even if you work in a conservative culture. You will learn
how to:
•Drive change with a small but focused team
•Get buy-in from the C-suite and acceptance from internal stakeholders
• Form an un-committee—made up of anyone from janitors to VPs—to contribute ideas to
improve systems and policies
• Get your IT security department to accept new social media tools
• Create an internal and external social media policy that relies on best practices and trusting
your employees
• Set up a reverse mentoring program so Millennials can teach their more seasoned colleagues
how to use social media
Glenn Raley has been with Humana Inc. for 13 years, holding several management positions
within the IT department. His delivery-minded approach has always led to technology-agnostic
solutions that have paved the way for many new technologies to be introduced at Humana.

9
3 p.m.-4 p.m.
Track 1 Cascade
Blend traditional and new media in your integrated
marketing strategy on a shoe-string budget
Colleges, universities and companies struggle with deep budget cuts. What approaches succeed
with that limited budget? An integrated communications strategy, incorporating social and
traditional media, can maximize resources to reach the largest audience.
Wileen Wong Kromhout and Sandy Shin will show you how UCLA takes advantage of social and
traditional media. They will share their case study of a low-budget integrated communications
plan.
In this session, you’ll learn:
• The importance of an integrated communications strategy
• How social media plays an important role in integrated communications
• How to leverage your own website to make it part of the news story
• How to get your audience engaged in a dialogue
Wileen Wong Kromhout is Director of Media Relations and Marketing for the UCLA Henry
Samueli School of Engineering and Applied Science. She directs communications for the
engineering school and oversees not only the school’s social media sites and website but also its
publications.
Sandy Shin is Executive Director of Marketing and Special Events at UCLA. As marketing chief, she
enhances the visibility and reputation of UCLA, California’s largest university—more than 40,000
students and faculty.

3 p.m.-4 p.m.
Track 2 Rainier
Tap into employees as your No. 1 resource for ideas:
Best practices from Dell’s EmployeeStorm
Michael Dell has said: “A company this size is not going to be about a couple of people coming
up with ideas. It’s going to be about millions of people. And harnessing the power of those ideas.”
Out of this viewpoint, Dell’s IdeaStorm (external) and EmployeeStorm (internal) were born.
Christa Semko, Dell’s EmployeeStorm Manager, will give an insider’s view of EmployeeStorm.
You will learn:
• How employees interact with this tool and ways to keep them engaged
• How ideas are brought to life
• Some of the lessons learned
• Insight into the new functionality, called Storm Sessions, that allows virtual brainstorms about
more specific problems with deadlines   
Christa Semko, Corporate Communications Advisor and Digital Media Strategist at Dell, has
more than eight years of employee communications experience.
She manages the company’s eight internal blog properties, its employee idea-generation site
(EmployeeStorm) and does research on other ways to use technology to communicate with and
engage employees.

10
3 p.m.-4 p.m.
Track 3 Kodiak
Microsoft Mingle: Social computing on SharePoint 2010
Social computing has attracted a lot of attention as the new frontier of collaboration in the
workplace. But how does social computing improve employee productivity and add business
value? And how is it installed at a large company? Join Chris Slemp for this session and you
will absorb:
• Lessons learned in rolling out Mingle, Microsoft’s social computing initiative to make employees
more productive
• SharePoint 2010 social computing features with a live demo
• Tips and tricks for adoption of social computing technologies, processes and behaviors
• The vision of Social @Microsoft
Chris Slemp has spent 10 years at Microsoft in places like Microsoft Learning, designing e-learning
products and a delivery platform, and in Microsoft.com, MSDN & TechNet as a project manager,
planner and evangelist working on social computing applications.

Special Keynote
4:15 p.m.-5:15 p.m.
With Tac Anderson, Waggener Edstrom Worldwide Kodiak
Redefine your stakeholders in the new age of influence
A crucial challenge facing communications professionals in the new era of social media is
the increasingly blurry lines between a company’s stakeholders. Your competitors are also
your partners and customers. Your employees double as customers as well as brand
ambassadors and influencers within their own networks.
The result? Every communication sent out by your company, internal or external, has
many outside readers. A memo meant to be seen by your employees is seen by equal
numbers of customers and influencers. Partner communications now come into the hands of
competitors. 
While most companies perceive these open channels as a threat and try to control the
message, this is expensive and can never work 100%. Successful companies see the value in
embracing an open approach to stakeholders. For example, Microsoft’s open blogging policy
turns their thousands of employees into a marketing arm. Netflix’s decision to showcase their
employee benefits package on SlideShare turned an ordinary employee communication
into an online recruiting tool and PR asset.
Which boundaries are un-crossable? And where should companies rethink the role of
stakeholders in order to use communications to embrace their most powerful influencers?
Tac Anderson is Digital Consulting Director for Waggener Edstrom Worldwide.
Tac recently joined WE Studio D to help clients reinvent their communications from the inside out using
social media. Prior to joining the agency, he managed both internal and external social media initiatives at
Hewlett-Packard. His work was a featured case study in the Harvard Business Review book Groundswell.

11
 Conference Cocktail Party
courtesy of Microsoft
5:30 p.m.-7 p.m.
Join your colleagues to network and unwind at a cocktail party hosted by Microsoft.
Enjoy drinks, appetizers and the chance to try out the latest products and technologies
from Microsoft–like Bing, Windows 7, Microsoft Kinect and Windows Phone 7.

12
 Friday, November 12
9 am.-10 a.m.
Track 1 Cascade
Prepare for the worst: How to communicate efficiently
and effectively during a crisis
Are you ready for a crisis? Start thinking before it happens: Make a plan that uses social media
channels so you can communicate with everyone. Scott Clark, manager of media and public
relations at Scott & White Healthcare, and Aaron Hughling, Web editor, take you on a wild ride of
communicating with media, the public and internal audiences during the shootings at Fort
Hood last year.
In this session, you will learn how to:
• Anchor your crisis communication plan on simple principles
• Identify where to build collaboration
• Prepare and position social media tools and use them
• Earn trust and add value in social media
• Establish credibility with new-breed journalists
Scott Clark is a media relations manager at Scott & White Healthcare, the sixth-largest multi-spe-
cialty group practice in the U.S. and a cornerstone of the specialty-care community in Texas.
Aaron Hughling is Web editor and leader for integration of social media tools into strategic
communications for Scott & White. Aaron served as a liaison between stakeholders and the system’s
social media during the Fort Hood incident and continues to do so.
Steve Widmann is the Director of Web Services at Scott & White Healthcare in Temple, Texas. He
came to Scott & White in March 2008, and oversees the strategy and development of Scott & White
websites for the nine hospitals and 60 clinics across Central Texas.

9 a.m.-10 a.m.
Track 2 Rainier
How Deloitte‘s internal talent networking site has engaged workers,
and increased employee collaboration and connectedness
An early adopter of social networking, Deloitte used SharePoint 2007 to develop an internal
Facebook-like site called “D Street.” It’s a talent networking tool that seeks to connect people
across business functions, build communities of practice, and let people share knowledge and
talk up their work capabilities. 
In the first year, more than 90% of Deloitte’s 45,000 professionals visited “D Street” and 50%
updated their profile. In June, 2009, more than 21,000 searches were conducted on “D Street”
and 84,000+ profiles were visited.
13
 This session examines the strategic technology enhancements and business decisions made
to embed social networking in Deloitte. In this session, you’ll learn:
• The steps to introduce social networking to Deloitte and how the tool has evolved
• The business rules that Deloitte adopted to take collaboration farther
• Real-life examples of how Deloitte professionals exploit “D Street”
• The long-term direction of “D Street” and its integration with Deloitte’s internal portal
Patricia Romeo is a member of Deloitte’s Talent group and has been with the organization for more
than 10 years, working at several jobs. Patricia has market eminence as a thought leader in social
networking. Through her leadership, “D Street” has been featured in several magazines, includ-
ing Computerworld and HR Magazine.

9 a.m.-10 a.m.
Track 3 Kodiak
The ROI of social media: How to co-ordinate resources
for best results
Alexandra Nicholson, USA TODAY’s social media strategist, will talk about how her newspaper used
social media to co-ordinate its public relations and marketing, thereby increasing public
awareness of its brand and reputation. It took simple steps on Facebook and Twitter, and used
new media in place of traditional public relations tactics. This session features a case study of USA
TODAY’s #AmericaWants, a Twitter hashtag charity campaign which generated 60,000 tweets in
four days, getting maximum returns from a modest investment. You will learn how to:
• Identify the three types of ROI
• Shift resources to exploit strengths
• Use the same tactics on different platforms
• Set goals, measure success and assess results
• Use a big idea to get buy-in for social media efforts
• Go it alone or use management-by-committee
Alex Nicholson is Manager, Social Media Strategist for USA TODAY’s Digital Marketing team. She
manages USA TODAY’s Twitter feed @USATMediaLounge and is part of the social networking
team managing USA TODAY’s presence on Facebook. Alex also shares blogging duties at social.
usatoday.com, an online destination offering a look at what USA TODAY does through market-
ing, communications and social media.

10:15 a.m.-11:15 a.m.

Track 1 Cascade
Communicate with an exclamation point:
A peek into global consumer communications at Yahoo!
The world’s leading online media company, Yahoo! understands the combined power of
technology, consumer and content. The Global Consumer Communications team uses public
relations to promote the brand, humanize content, and be at the forefront of trends.
Yahoo! will share best practices ranging from daily pitching to supporting large-scale
marketing campaigns to reach millions of consumers globally, as well as how to engage and
inspire consumers every day through fun, modern ways that reflect Yahoo!’s brand.

14
 Join Yahoo! communications executive Jaime Le for an interactive session on how to
communicate with an exclamation point! This session will show you how to:
• Match the right content, with the right audience using the right vehicle
• Support corporate marketing to ensure a fair share of voice during a noisy news cycle
• Engage, inspire and educate consumers
• And more!
Jaime Le serves as Director of Consumer Communications at Yahoo!, managing innovative
global consumer programs that help instill consumer trust and establish brand affinity.  

10:15 a.m.-11:15 a.m.

Track 2 Rainier
Bring back the personal touch to your employee communications
After a decade of expanding and improving the intranet, email, video and social computing to
engage their worldwide workforce, some communicators at Intel believe they face the possibility that
they’ve become far too reliant on electronic channels and have lost the personal touch.
In this session, Geoff and Christy share the lessons Intel has learned on its way to an
employee-centered communications model. You will hear about:
• Social computing’s role in making a big company feel small again
• Ideas for integrating social media channels with the intranet
• The power of personalization
• How bringing executives and factory workers together in small groups has rocked our world
• A model for global communications via local communications teams.
• Tough love for communicators: when less is better
Christy Leonhardt, Intel Employee Communications Global Planning Manager,
joined Intel’s Employee Communications (EC) group in 2000 after a 15-year career in govern-
mental and educational PR. She’s held several marketing, communication and project manage-
ment jobs at Intel, directing Intel’s 40th Anniversary celebration, for which she won an Intel
Achievement Award. 
Geoff Ivey, Intel Employee Communications Channels & Operations Manager, manages the team
at Intel that administers corporate communication channels for employee engagement. He is
the strategic architect of Intel’s employee-centered vision: “Deliver an intuitive, integrated and
employee-driven experience through our channels and communications.”

10:15 a.m.-11:15 a.m.

Track 3 Kodiak
Do you accept a request to befriend on Facebook? Legal and privacy
issues of social media in your organization
Facebook has a user base that makes it the 3rd largest country in the world; Twitter has sup-
planted 24-hour news and the Internet as the place for real-time updates; and Gowalla and
Foursquare experiment with location-based social networks.  
Has your company figured out how it is going to use social media? Are you aware of the legal
consequences? Do you have social media policies? Kraig Baker will show you how to:
• Identify key legal and privacy issues
• List the elements of a social media policy to safeguard your organization
15
• Identify the core social media issues that every company must think about, including privacy
Kraig Baker, chair of Davis Wright Tremaine’s technology, e-Business, and Digital Media practice,
advises clients and helps with licensing transactions across a range of issues in media, entertain-
ment, technology, advertising, privacy and Internet matters, with an emphasis on digital media,
social media and entertainment. He is also an adjunct professor, the Masters in Digital Media
Program at the University of Washington’s School of Communications.

Closing Keynote
11:30 a.m.-12:30 p.m.
With David Pogue, The New York Times KodiaK
Why some products fail
(Hint: your communications efforts can make the difference)
In his 10 years reviewing tech products for The New York Times, David Pogue has seen his
share of turkeys. Many were so obviously failures, a kindergartener could have spotted
them. Sometimes the problem is design. But more often, it’s procedural, having to do with
misfires in communication, PR, marketing or groupthink. In this entertaining talk, he’ll
revisit some horrifying disasters from his journalism career—and, more important, pick
apart how things went off the tracks.
David Pogue is the personal-technology columnist for The New York Times. Each week, he
contributes a print column, an online column, an online video and a popular daily blog, “Pogue’s
Posts.” David is also an Emmy award-winning tech correspondent for CBS News, and he appears
each week on CNBC with his trademark comic tech videos. With over 3 million books in print,
David is one of the world’s bestselling how-to authors. He wrote or co-wrote seven books in the
“for Dummies” series (including Macs, Magic, Opera, and Classical Music); in 1999, he launched
his own series of complete, funny computer books called the Missing Manual series, which now
includes over 100 titles. David graduated summa cum laude from Yale in 1985, with distinction in
Music, and he spent ten years conducting and arranging Broadway musicals in New York. In
2007, he was awarded an honorary doctorate in music from Shenandoah Conservatory.

16
 Ragan Conference Planner:
Upcoming events for 2010/2011

Conferences

2010
December 7, 2010
Back by popular demand!
Corporate Writers & Editors Conference
University of Chicago’s Gleacher Center
Chicago, IL

December 15-16, 2010

2010 International Social Media Summit for Communicators
Best practices to engage the public, boost your reputation and improve customer service
in the age of social media
SWIFT
La Hulpe, Belgium

2011
February 14-16, 2011
Ragan Communications and Public Relations Society of America present:
The 4th Annual Social Media for Communicators
UNLV, Las Vegas

March 7-9, 2011

Ragan Communications and The Public Relations Society of America present:
An event hosted by American University School of Communication
2011 Speechwriters and Executive Communicators Conference
Crafting powerful communications that inspire, influence and motivate audiences
American University, Washington, D.C.

March 28-29, 2011

Ragan Communications and The Public Relations Society of America present:
An event hosted by Con Edison
2nd Annual Media Relations Summit
Con Edison Headquarters, NYC
 Lawrence Ragan
111 E. Wacker Drive, Suite 500 800.493.4867 • 312.960.4100
Communications, Inc.
Chicago, IL 60601 fax 312.861.3593 www.ragan.com