Agenda 2018

8:00 am | Registration, Refreshments, and Networking

8:30 am | Welcome

• Ram Kapoor, Chief Marketing Officer, UC Berkeley
  Sarah Eslyn, Bill Pearce, Ann Wiens, BC2 Co-Chairs

8:45 a.m. | Opening remarks

• Diana Harvey, Associate Vice Chancellor for Communications and Public Affairs

9:00 a.m. | Keynote: The Camera is the New Keyboard

• Brian Monahan, Chief Evangelist, NewCo Festivals
  How to weave marketing messages in a visual discovery pathway without words.

9:50 a.m. | Break

10:00 am | Sessions

• Session A
  • Let Students Tell Their Own Stories
    Dimitri Moore, Producer and Filmmaker, Digital Promise Global
    We know that students listen to other students, and that peer-to-peer communications have an authenticity that’s difficult for communications staff to replicate. It can be awkward handing a camera to a student and asking them to tell their own story. But it can also be authentic, impactful, and powerful. In this session you will experience examples of student-produced immersive media and learn some tactics to move beyond the initial awkward moments and even use them to your advantage.
• Session B
  • Panel: Evolution of the Email Anatomy
    Rita Rosenthal, Communications & Outreach Manager, Office of the Chief Information Officer
    Jen Bellenger, Change and Engagement Lead — bConnected, IST
    Chris Doane, Security Analyst, Information Security and Policy
    Lucy Greco, Accessibility Evangelist, Web Access, IST-API
    Bernie Rossi, Operations Manager, bConnected, IST-API
    Matthew Skinner, Change Management and Communications Specialist, Strategic
    Cross-Divisional Initiatives
    Learn the best practices for sending successful email campaigns on campus and help shape an email reference guide we are building for the brand website.

10:50 am | Break

11:00 am | Sessions

• Session A
  • The SFMOMA Evolution: Communication Strategies for an 81 Year Old New Museum
    Nan Keeton, Deputy Museum Director for External Relations, San Francisco Museum of Modern Art
    In 2016 a newly expanded San Francisco Museum of Modern Art opened after a three-year closure, during which the museum was “On the Go.” Nan will cover the museum’s ambitious physical renovation, which included completely rebranding the museum and its programs, and lessons learned along the way.
• Session B
  • Search Engine Optimization
    Debra Goldentyer, Director of Social Media Strategy & Web Services, Berkeley Haas
    Scott Rief, Director of Online Marketing and Technology, Berkeley Haas
    How to maximize your website to be found by search engines. If the search engines can’t find you, your users won’t find you. Debra and Scott will give you a variety of tips on how to maximize the chances that your site will land on the first page of the search engine results. Learn fun terms like SEO, SERP, HTTPS, DevTools, and “search spiders.”

11:50 a.m. | Lunch and Ask Me Anything (AMA) Round Tables

• AMA round tables is the opportunity for attendees to ask questions and share insight with colleagues around a topic. Each table will have 1-2 hosts who are subject matter experts. This is a casual networking and knowledge sharing session, no formal agenda. You can move around to tables and meet new colleagues from around campus. AMA round table subjects will include social media, crisis communication, pitching to the media, podcasting and more!

1:00 pm | Sessions

• Session A
  • Panel Discussion: Communicating Inclusivity
    Billy Curtis, Director, Gender Equity Resource Center, UC Berkeley
    Ruth Gebreyesus, Freelance Writer and Producer
    Sandra Messick, Communications Director, Division of Equity and Inclusion, UC Berkeley
    Kafi Payne, Owner, Dogpatch Dance and Yoga
    Words matter. The language we choose, the examples and expressions we use, the tone and style of our communications and the stories we choose to tell—all of these provide opportunities to convey inclusion to our audiences. As writers and editors, what actions can we take to ensure our communications are respectful, relevant, and inclusive of our diverse audiences? Our panel of experts will discuss ways to recognize aspects of our communications that may (even if inadvertently) exclude, marginalize, disenfranchise, or distance the audiences we are hoping to reach—and steps we can take to overcome our own biases and model inclusivity in our work.
• Session B
  • Measurement for Growth
    Louis Gray, Analytics Advocate, Google
    World class marketers rely on a combination of data and emotion. Determining what data to measure and how to share that data, and optimize through the customer pipeline is critical. Capture the insights you want with the data your business needs.

1:50 pm | Break

2:00 pm | Sessions

• Session A
  • Philanthropy Outreach: What are the Keys to Donor Communication
    Maria Olson, Senior Vice President, American Heart Association
    Crafting communications that make people WANT to participate is part logic and part
    emotion. In this talk, we will look at the keys to making your outreach efforts work harder for you.
• Session B
  • Panel: Productivity Tools and Your Team
    Kathryn Bader, Director of Social Media, Communications and Public Affairs
    AJ Fox, Media Relations Manager, BAMPFA
    Keith McAleer, Communications Director, Industrial Engineering & Operations
    Research
    Stephanie Smith, Marketing Communications Manager, BAMPFA
    Learn how you can incorporate productivity tools like Buffer, Google Data Studio, Slack and Trello to make your team’s work more efficient and effective.

2:50 pm | Break

3:00 pm | Keynote

• Brandstanding: How purpose + disruption is a formula for business growth
• Adam Kleinberg, Chief Executive Officer and Founder, Traction
  How to disrupt the conventional constructs readers have about your brand.  Adam will share how to use earned media to change the way people think about you in a way that will move the needle.

3:50 pm | Brand Awards Presentation and Closing Remarks

4:10 pm | Reception and networking