GasPedal Events

Tonia Elrod, Shanan Sabin, and Kristen Gugliotta, who serve as the Associate Director of External Relations, Assistant Brand Manager for Old Spice in North America Marketing, and External Relations Manager of P&G Grooming at Procter & Gamble, respectively, will lead a members-only conference call, “Procter & Gamble: Swan dive… into Old Spice’s remarkable social media campaign.”

Throughout this past year, America has been hooked on the ads, tweets and video messages from the “Old Spice Guy.” We’ll get an inside look at how the campaign came together and was executed — and as importantly, how the effort translated into reaching marketing goals. We’ll be joined by Procter & Gamble’s Tonia Elrod, Shanan Sabin, and Kristen Gugliotta for an exclusive conversation about the impact of the campaign. We’ll discuss:

• Lessons learned about connecting with individuals in the social graph
• Influencer strategy: Making sure the message is amplified
• Sustaining the momentum of a white-hot success

Private member call | September 14, 3 PM (EST) | Members log-in for details

Stephen Strong, who serves as the Global Director of Interactive Marketing at Alberto Culver, will lead a members-only conference call, “Alberto Culver: Managing promotions on Facebook.”

Big brands are spreading the word and generating lots of goodwill on Facebook… but things can feel a little tricky when you’re running a promotion on someone else’s platform. As we get more skilled in making the most of Facebook’s quirks, we stand to get that much better at executing promotions and contests. Alberto Culver’s Stephen Strong has been developing a series of best practices for Facebook promotion, and he’ll share some of those with us in this call. We’ll all be able to share our stories about what has worked well, and what we need to be cautious of when engaging in Facebook. Some of the things we can discuss:

• What brands need to prepare before launching a promotion on Facebook
• How to respond to issues that aren’t directly under your control
• How to manage negative conversations on your Wall

Private member call | September 21, 2 PM (EST) | Members log-in for details

Heather Polivka & Bryan Vincent, who serve as the Director of Employment Marketing & Director of Communications at UnitedHealth Group, respectively, will lead a members-only conference call, “UnitedHealth Group: Success in social recruiting.”

With the many ways corporations are using social media to draw attention, it’s no surprise recruiting is becoming a popular play. UnitedHealth Group has had some remarkable success using social media to recruit talent, and Heather Polivka and Bryan Vincent will share some of their learnings with us. They’ll talk about what they call “The Engagement Map” — an outline for recruitment strategy that shows who does what, when, and why. We’ll also discuss:

• How to balance employment branding with overall company branding
• How HR and Communications can (and should) partner on the social media strategy
• How best to engage job-seekers

Private member call | October 12, 2 PM (EST) | Members log-in for details

SAP, SunGard, Pfizer, Scholastic, Johnson & Johnson, BlackRock, The Hershey Company, and American Express share case studies in corporate social media. You’ll learn how to get started, get past roadblocks, and make your social media program phenomenal — in one afternoon, for just $250.

Get practical, how-to advice on creating great content, getting management buy-in, educating employees, keeping lawyers and regulators happy, simple and ethical disclosure, and engaging fans. You’ll ask questions, discover new ideas, and get answers from people who have been there, done that — all in four hours.

Philadelphia, PA | November 9, 1-5 PM | $250 | Register here