MORNING KEYNOTE: CONNECT TO YOURSELF – NOTHING CHANGES UNTIL YOU DO
9:15 a.m. | Krutch Theater
Dealing with ourselves in a healthy, compassionate, and empowering way is essential to creating genuine success and fulfillment in life, work, and relationships of all kinds. The most important and often challenging relationship in our lives is with ourselves, and, the healthier our relationship is with ourselves, the more effective we can be with others and in everything we do. Drawing from the core principles of his new book, Nothing Changes Until You Do, Mike Robbins will illustrate exactly how to enhance your relationship with yourself in a healthy and productive way.
MORNING BREAKOUTS: CONNECT TO YOUR CAMPUS
10:30 a.m. | Room 102
High-performing organizations know that creating connections and providing information with employees is essential to a high-functioning, energetic workplace. Attend this session to learn five essential elements to help employees feel valued, included, and engaged in ways that enable innovation, reduce turnover, and contribute to an improved workplace. Be part of the movement to make all Berkeley employees excited to come to work every day!
Looking Ahead: IT and Communications at Berkeley
10:30 a.m. | Krutch Theater
IT is no longer a back room business function–IT systems are at the forefront of how we communicate to one another and are deeply engrained in our processes and culture. During this session, Assistant Vice Chancellor and Deputy CIO Lyle Nevels will discuss how campus IT units are working to improve the communication experience for those sending messages and those receiving them. The topics he will touch on include website design, Google Apps for Education, phishing, mass email/newsletters, and audience segmentation. Come and be part of the discussion and help identify areas of opportunity!
Beyond the Brand–Irreverent Insights and Outrageous Observations
10:30 a.m. | Room 104
Ram and Joel, two reformed admen, will share their thoughts on life beyond brand guidelines. They will lead you on a merry dance through official and unofficial interpretations of brands. Draw your own conclusions!
MORNING BREAKOUTS: CONNECT TO YOUR COMMUNITY
The Power of Leading With the Why
11:40 a.m. | Room 102
Community outreach and philanthropy aren’t side projects for Back to the Roots, as the entire company’s culture and mission are built around improving and strengthening the community through its work. Back to the Roots starting with a 5K grant from the Chancellor and the UC Berkeley network has been hugely supportive. Attend this session to see what happens when you lead with “why” and build a community of advocates through community outreach initiatives, great customer service, and transparency.
When Things Go Wrong
11:40 a.m. | Room 104
Worried about that big, bad story lurking in the shadows? Anxious that you won’t be ready when trouble shows up for an unannounced visit? Are the TV satellite trucks fighting for parking spaces outside of your office? Well then, this is the session for you.
Join two highly experienced veterans who have walked through the communications fires and lived to tell the tale. Berkeley’s Dan Mogulof and San Jose State’s Barry Shiller will lead a discussion about how to respond to and/or avoid the three main ways things go wrong in the communications arena:
- A messaging and communications strategy is not meeting its objectives….at all.
- Without warning and beyond anyone’s control, you are confronted with developments that pose a reputational risk to your department, college, institution or leadership.
- There is a reputational threat as a result of circumstances that were, should have been and/or are perceived to be controllable by your department, college, institution or leadership.
AFTERNOON BREAKOUTS: CONNECT TO THE WORLD
Bringing Brands to Life Through Digital Marketing
1:45 p.m. | Krutch Theater
Saatchi + Saatchi LA, the agency of record for Toyota of North America, will walk through their process of bringing beloved brands to life on digital and social channels. With experience working on brands such as Toyota, the Saatchi + Saatchi team will share the process and best practices for implementing content and activations that reinforce brand stories and themes and engage audiences to drive brand consideration.
The session will give attendees real-world examples and tools to get started on telling great brand stories and experiences online that connect with their audiences in authentic and meaningful ways. Participants will learn how to get started, what resources they have at their fingertips, best practices across multiple social media platforms, creative publishing guidelines, consumer and content strategies, and measurements for success.
Greater Reach Through Online Advertising
1:45 p.m. | Room 104
Through an overview of digital advertising with a focus on paid search, video promotion, and display banners, this session will provide valuable practical information on how to expand the reach of stories through paid digital advertising. See how these tactics could fit into existing communications strategies and amplify stories being told on-site or through social media. Coming out of this session, you’ll be prepared to set paid media objectives, develop strategies, and get started with implementing your own paid initiatives.
Building a Brand with Market-Informed Strategies
1:45 p.m. | Room 102
Shh, we’re going to use the b-word. Yes, brand. And we’re going to talk about ROI and measurement. And we’re going to talk about why higher ed has such a hard time with it all. Resources, decentralized environments, digital convergence, and more. Learn from SimpsonScarborough about how to get at the things that matter most in building your strategy.
3:00 p.m. | Krutch Theater
Wrapping up this year’s conference, we will hear the consummate discussion on connection with celebrated filmmaker, thinker, and catalyst, Tiffany Shlain. Honored by Newsweek as one of the “Women Shaping the 21st Century,” Tiffany is a filmmaker, artist and founder of the Webby Awards and co-founder of the International Academy of Digital Arts & Sciences. Her most recent film, Connected: An Autoblogography about Love, Death & Technology, was hailed by the New York Times “incredibly engaging.”
Tiffany will share her views about connection, communication, and the exploding digital world, exploring everything from tech etiquette to the meaning of our jobs as catalysts in this connected world. A world-renowned speaker and a UC Berkeley aficionado and grad, Tiffany was recently named one of the best commencement speakers by NPR for her 2010 speech to our graduates. Prepare to be inspired and connected at the end of our afternoon keynote session!