How to Use Social Media for Global Campaigns

by Candida McCollam

Just as social media is used in different ways across the world, the way content is created and shared via social media is not consistent around the world. That’s why there’s no single road map for the successful launch of a global social media campaign. However, there are some marketing best practices that will help ensure the success of your next global social media campaign.

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Ready, Set…Goal!

by Nick Durutta, ABC

No important endeavor involving the application of resources, time and energy should be undertaken without a clear goal in mind. As obvious as this may sound, many communicators still either set weak goals for their communication plans or projects or don’t set any goals at all. They sometimes learn the hard way that, regardless of how much money and resources are committed to a project, without a clear goal in mind, success is uncertain.

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Communication Planning: Measurement Comes First and Last

by Alice H. Brink, ABC, APR

Measurement-based planning involves starting your communication planning process with measurement. It may sound counterintuitive to start your plan at the end, but starting with defining what you ultimately want to measure—and how you will measure it—creates a more focused and concrete communication plan, with more quantifiable results.

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IABC April Social Media Seminar

The tools and techniques of social media open up powerful new possibilities to professional communicators. Whether you’re a social media novice, a pioneer, or somewhere in-between, join IABC St. Louis on April 19th for Be Social, a half-day seminar that will inspire and equip you to excel in leveraging interactive online communities.

This engaging, fast-paced event will feature an eclectic mix of expert presenters sharing a range of compelling topics – from big-picture strategies, to practical applications, to best-in-class case studies.

You’ll choose from two tracks of speakers that include:

  • Branding and engagement experts from Hardee’s and Nestle Purina Petcare Company
  • Expert consultants on SEO and lead generation
  • Specialists in maximizing your presence on Facebook, Twitter and LinkedIn

Walk away with tangible ideas for advancing social media within your own organization or on behalf of your clients. Be Heard. Belong. Be More. Be Social.

Meeting fees:
$75 – members
$100 – nonmembers
$50 – students
Includes 1/2 day of social media sessions, continental breakfast and lunch provided by Hardees

Thursday, April 19, 2012

7:30-8 a.m. – Registration and networking
8-8:45 a.m. – Opening Session: The New Social World | Chris Reimer and Aaron Manfull
9-9:30 a.m. – Goal Track: Customer Engagement | Heather Reed    
9-9:30 a.m. – Channel Track:  LinkedIn | Nick Gilham

9:45-10:15 a.m. – Goal Track: Lead Generation | Erin Eschen Moloney
9:45-10:15 a.m. – Channel Track: Twitter | Brad Hogenmiller
10:30-11 a.m. – Goal Track: SEO | Andy Barnett
10:30-11 a.m. – Channel Track:Facebook | Mike Spakowski
11:15 a.m.-Noon – Closing Session: Hardee’s Case Study | Jenna Petroff

Center of Clayton

50 Gay Avenue, Clayton, MO 63105
Map it!

Registration for this event is closed. If you have any questions, please contact us at Thank you to everyone who has registered. We are looking forward to a great event!

Sponsored By:

Hardees Logo  

Be Social Presenters

Chris Reimer



Chris Reimer is an award-winning social media strategist and brings a unique background to the world of social media. He is VP of Social Media at Falk Harrison, a design agency in St. Louis, MO that specializes in branding, design and social media. He graduated from Marquette University in 1993 with a B.S. in Accounting, became a CPA in 1995, and then served as Chief Financial Officer of several organizations around St. Louis. In 2007 he started a funny t-shirt company called Rizzo Tees, and began marketing his shirts (and himself) on Twitter. A Facebook fan page soon followed, and then two blogs. The lessons learned by marketing Rizzo Tees exclusively via social media allowed him to make the improbable leap from CPA to ad man.

He was named 2010′s Most Influential Twitter User in St. Louis by Other awards include the The Riverfront Times 2011 Web Award for Best Twitterer in St. Louis, the 2011 BMA-TAM “Best-in-Class” award for Falk Harrison’s “Save Pratzel’s” social media campaign, and the 2012 Riverfront Times Web Award for the Pratzel’s campaign. Entrepreneur Magazine named him one of the top Twitter users in the world to follow if you’re new to the service.

Session Preview: The New Social World
How to get more followers on Twitter? Should I use Hootsuite or Tweetdeck? How can I use social media to sell more product? These are three of the most popular questions asked about social media, but what are we forgetting? There are some key truths we must first learn to live by before really being prepared to succeed in social media. Chris Reimer, Vice President of Social Media, calls these truths “The 5 Unforgettables of Our New Social World.” Chris presents these five maxims and answers your questions on new media.

Watch a video preview

Aaron Manfull



Aaron Manfull was named the 2011 Dow Jones Teacher of the Year and has spent the last 14 years advising student media in Iowa and Missouri and for more than half of that time his students have been working online with digital media. Aaron currently advises media at Francis Howell North High School in St. Charles, MO, and was named the 2011 Dow Jones Teacher of the Year. In addition to his teaching and advising duties, Aaron serves as the Journalism Education Association’s Digital Media Chair, heading their site,

Aaron has taught numerous web design courses for students and advisers. The Dow Jones Newspaper Fund named him a Distinguished Adviser in 2009 and the National Scholastic Press Assoc. honored him with their Pioneer Award in 2010.

Session Preview: The New Social World
Get Schooled in Social Media. High Schoolers are using social media for more than party pics and bullying. Are you? Learn how high school journalists are being just as creative and innovative as pros when it comes to social media. Their free ticket to test and try things at will makes the environment a rich one. They’re doing much of what you want to be doing: Targeting their market. Sharing their work. Engaging in conversation. Expanding their reach.

Watch a video preview

Heather Reed



Heather Reed began her venture into the world of digital marketing in 2010 with Nestle Purina Petcare Company.  She currently works with twenty-two Purina brands on engagement, customer service, and promotions in the social space, as well reaching consumers outside of Purina’s properties.  She has taken on a consulting project with design firm, Kuhlmann-Leavitt, Inc. and has studied Interactive Digital Media at Webster University. In addition to her social media expertise, she has vast experience in training and development with an emphasis on customer service.  To learn more about Heather, visit her website, or connect with her at

Session Preview: Goal: Customer Engagement | “Socialize” Your Social Space
In this session, Heather will discuss customer service vs. engagement and highlight how this relates to consumers in the digital world.

Nick Gilham



Nick Gilham is a personal branding and social media consultant.  He is the founder of A Branded You and works with small business owners and job seekers to help them effectively market themselves online.  Nick holds an MBA from Washington University and has over 10 years of experience in the technology field.

Session Preview: Channel: LinkedIn
LinkedIn is a critical tool for business success.  While many have an account on the service, very few feel that they utilize the service effectively.  In this session, Nick Gilham, founder of A Branded You, will outline steps you can take today to leverage your LinkedIn profile to find a new job and develop new business relationships.  He will also cover the many tools LinkedIn offers to get key insights about a company and to “spy” on colleagues and competitors.  This will be a jam-packed session of information you can begin utilizing immediately.

Erin Moloney



Erin Eschen Moloney is a new media marketing strategist specializing in Social Media Marketing, Online Advertising, E-mail Marketing, Search Engine Optimization (SEO) and Web design for conversion. She is the Online & Social Media Marketing Manager at Perficient, Inc., a publicly traded national IT consulting firm based in St. Louis, MO. She developed a social media strategy that leverages the firm’s industry thought leadership and technology expertise to drive brand visibility, traffic and leads. Erin oversees an extremely active social media content program that includes five blogs, many Twitter profiles and YouTube and SlideShare accounts.

Previously, Erin directed online marketing at Network Solutions, where she managed a marketing team that optimized hundreds of e-commerce and lead generation web sites resulting in thousands of top ten search engine rankings. She has also managed a multi-million dollar online advertising budget for Scottrade, one of the largest Internet advertisers in the country. Erin is on the boards for the Saint Louis chapters for the Business Marketing Association and  the Social Media Club.

Session Preview: Goal: Lead Generation | Real-World Success Driving Leads from Social Media
Many companies from small to large are starting to dip their toes into social media. “Twitter” and “Facebook” have become buzz-words with user-bases large enough to warrant the expectation that a brand figure out how to at least participate. But simply building a Facebook fan page and a Twitter profile are not enough. In this session, Erin Moloney will tell the story of how an enterprise technology consulting firm laid the foundation for a social media marketing strategy two years ago that now feeds the sales pipeline with targeted, qualified leads, and more than doubled traffic to the company’s web properties, among other successes. Erin will provide suggestions for content generation standards and effective social engagement tactics. Marketing managers will learn how to prove to leadership that social media can drive leads, and business owners and executives can use what they learn in this session to better.

Brad Hogenmiller



Brad Hogenmiller is a digital marketing strategist, speaker, and networker. He serves as both the director of Social Media for Infuz and the president of Social Media Club St. Louis ( He focuses on leveraging online and traditional communication channels to drive bottom line gains for companies.

Session Preview: Channel: Twitter | Building Relationships Through Twitter
If our lives are defined by our relationships, how are tools like Twitter changing how we relate? From brands to individuals, communication is evolving to meet the needs of our faced-paced lives and our short attention spans. Find out how to use Twitter as a conduit to build relationships. Learn how to build connections and trust 140 characters at a time. Understand what it takes to be a trusted voice on the STL Twitter index.



Andy Barnett



With more than a decade of digital marketing experience, he has developed and executed digital strategies for a broad array of healthcare, financial services, consumer marketing companies and professional service companies. His areas of expertise include all aspects of search engine marketing, digital marketing, web analytics, information architecture and project managing large-scale website development projects. Prior to joining Elasticity, he was a Vice President and Global Digital Practice Group Leader at Fleishman-Hillard. Before joining FH, he was the Director, Search Engine Optimization at Outrider (now GroupM Search), one of the nation’s largest search marketing firms. His portfolio of online media work includes Charter Communications, Visa, Western Union, Microsoft, Washington Redskins, AT&T, Sears, Merck, Bristol-Myers Squibb, AstraZeneca, Amgen, Novartis, The Federal Reserve Bank of St. Louis and more.

Session Preview: Channel: The Convergence of Social Media and SEO
From recent algorithm changes to fundamental shifts in consumer behavior, the impact of social media on search engine results has never been more profound. In this session, we’ll explore the convergence of social media and search engine optimization (SEO), separating myth from reality and uncovering actionable insights to help your business get more out of both channels.

Mike Spakowski



Mike Spakowski is a Principal/Creative Director at Atomicdust. More than 11 years after founding Atomicdust, Mike is actively involved in day-to-day design strategy, art direction and studio management. As Creative Director, he strives for design excellence and sets the tone for the work created by Atomicdust. The studio’s work has been recognized by the One Show, Step, Print, and Create Magazines as well as local and regional Addy awards.

Session Preview: Channel: Facebook | Putting your Best Face Forward: A story about exploring new ideas
Coming soon



Jenna Petroff



Jenna Petroff  is the Public Relations and Social Media Manager for Hardee’s Food Systems, Inc., a subsidiary of CKE Restaurants (also parent company to Carl’s Jr.), and of the largest quick-serve restaurant chains in the U.S. Jenna co-founded the chain’s social media program in 2008 and currently spearheads all publicity efforts, is part of the company and agency team leading community optimization, co-directs regional Facebook communications, manages the Flickr site, is the voice of the brand on Twitter and Google+, and presides over the brand’s Pinterest page.

Specializing in influencer relations, project development and management, emerging media strategy/tactics, integrated marketing programs, and planned giving administration, Jenna is a frequent speaker and presenter at both on and offline events and conferences, including: Vocus, Social Fresh St. Louis, American Marketing Association (AMA), Public Relations Society of America (PRSA), RealTimeNY 11, ExactTarget Connections 2011, Show Me the Blog and Social:IRL. Her work has been honored and acknowledged by several organizations and outlets, including: QSR Magazine (Best in Social Media, 2009), AMA (Best in Bold Marketing, 2011), ExactTarget (Best Social Media Campaign – Hardee’s 50th Anniversary, 2011), Forrester Groundswell (Most Energizing Campaign Finalist – B to C, 2011), and OMMA (Best Integrated Online Campaign Finalist, 2011). On the side, Jenna is a fashion/lifestyle blogger, a self-professed word nerd, super mom, accessories addict, volunteer, sarcasm connoisseur, insomniac, control freak…oh, and her favorite word is magniloquent.

Session Preview: The Business of Social Media
Ever know a business to blanket an area with mailers just because they “liked” the neighborhood? How about bankrupting a company with a Super Bowl ad buy because the executives “like” football? Do companies make decisions on vendors, agencies of record or promotional partners because they have a “friend” there? Okay. That sometimes happens. But it’s usually in conjunction with a solid track record and desired services and/or products. The bottom line is this…social media is not about making friends and wanting people to like you. It’s about affecting the bottom line. And like all marketing programs, it needs to be under constant review. Not only to stay on top of trends and adjust to the ever-changing digital landscape, but especially to make sure that it is still a strategic part of a comprehensive marketing plan with objectives, metrics and most of all…return. And if you happen to get people to like you and be your friend along the way, well, as we say at Hardee’s, “That’s just gravy!”  

Watch a video preview


Creating an Employee Volunteer Program

by Ed Kamrin

Editor’s note: This is the first installment in a three-part series that looks at how to create and implement an employee volunteer program.

For many business communicators, employee volunteer programs fall under the rubric of “other duties as assigned,” or land at the end of a bulleted list of job responsibilities. Strictly speaking, employee volunteer programs aren’t a communication discipline, though they connect to many, such as community relations and employee engagement.

But done right, creating an employee volunteer program can be rewarding: not just a chance to put values to work for the good of the organization and community, but also an opportunity for communicators to forge connections, hone competencies, and ultimately bolster leadership skills.

Read more >>>

Connecting the World Through Social Media

by Christopher Swan

The world is open for conversation. No matter where we’re located, we have the opportunity to connect with others and share information through social media. Trends in social media stretch from country to country and region to region, connecting people, ideas, brands and messages. It’s the communication medium that brings us all together, and it’s easily accessible. Every day, communicators are reaching audiences through these new tools, which are quickly becoming standard. But there are essential questions we should answer to make sure our social media messages are heard around the world. Are we reaching everyone and sharing the right message? How do we make social media work in all corners of the world and resonate with our global audiences?

If you’re using social media in a global organization or a company that crosses at least one national or regional boundary, how to get your message heard and understood by everyone can feel like a real mystery. You may not even know that there are certain elements and criteria that should be applied to your global communication plans. Before we tackle how to be social globally, it’s important to first share a few benefits of extending your reach.

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Bronze Quill Deadline Extended!

By popular demand, IABC St. Louis has extended the deadline for our annual Bronze Quill Awards. This year’s awards had a tight timeline, and we want to ensure everyone who wanted to submit an award entry has a chance. We have extended the deadline to 5 p.m. on Monday, March 19.

As of today, you have 7 days or 168 hours or 10,080 minutes to finish up your award entry applications! Already submitted an award entry? Submit another one! You can enter as many awards as you want!

Pro-Bono Panel Discussion – Grow Your Community, Grow Your Career

Pro-bono work can be rewarding and fulfilling experience that lets you grow as a person while you help grow your community. And when done the right way, you can grow your career as well. Join us on Thursday, March 22 when several local experts discuss the career benefits of pro bono work and and the keys to having a rewarding volunteer experience, including:

  • How pro-bono work can stretch you as a communicator and hone less
    frequently used skills.
  • Tips on expanding your professional and personal networks.
  • Gain valuable consulting and client management skills.
  • Questions to ask before beginning a pro-bono  project or volunteer position.

About the Panel

Julie Steininger is a senior vice president at Standing Partnership. She works with clients in complex industries to build value and trust with the audiences that matter most to them.

She leads Standing’s Agriculture and Nutrition team and has extensive experience in the plant and life sciences industry, including community relations, crisis planning and industry affairs support.

Julie holds a Master of Liberal Arts degree from Washington University in St. Louis and a Bachelor of Arts degree in English from Drake University in Des Moines, Iowa. She is a member of the Public Relations Society of America, the St. Louis Agribusiness Club, a graduate of Coro’s Women in Leadership program, and served on the board of the Coro Women in Leadership Alumni Association.



Michelle “Mike” Ochonicky, Executive Director of BoardLinkSTL – Started in 2005, BoardLinkStL offers a unique service for St. Louis area nonprofit organizations seeking qualified board members.  Additionally, BoardLinkStL trains individuals who wish to serve as board members for area nonprofits.



Melissa Moulton – Independent Practitioner

After a stint in corporate communications, Melissa established her solo practice, Words by Design, over a decade ago.  Her “career” as a volunteer has been long, diverse, strategic and enriching.




Meeting fees:
$30 – members
$40 – nonmembers
$20 – students

Thursday, March 22, 2012

11:30 a.m. – Registration and networking
12-1:30 p.m. – Program

New Location!

Ces and Judy’s at Le Chateau, 10405 Clayton Road, St. Louis, MO 63131

Click here to register.

Why March is a good month to join IABC St. Louis

There’s no better month than March to join IABC St. Louis!

All application fees are waived this month and we will be giving away a free Amazon Kindle to one lucky person who joins or renews a lapsed membership.

As a new member, your membership fees entitle you to exclusive member benefits. Here are a few:

  • The Members Only Section of is filled with valuable resources. Take a look around for tons of helpful publications, research and connections to communicators all over the world.
  • Discovery is our online archive of content available exclusively to IABC members. Members have complimentary access to content such as white papers, articles, research reports and case studies—all in one easy-to navigate place.
  • Communication World is delivered six times a year to IABC members. With the latest news on industry research, technology, and trends, as well as interviews and analysis, each issue is a continuing education course in itself.
  • My Comm is an online strategic planning tool with a six-step process that results in a comprehensive, strategic communication plan. The tool also allows users to share and collaborate on plans via the web.
  • IABC eXchange allows you to create private websites or blogs, as well as traditional public blogs.
  • MemberSpeak is the meeting place for IABC members around the world to trade ideas, solicit advice and input, debate strategies, and share information with your peers
  • Click here to learn more about the resources IABC has to offer

Join online at

Other Ways to Enroll
If you wish to join or renew by phone, call our Member Relations Team at or 1.800.776.4222 (from the U.S. and Canada) or +1 415.544.4700 (from all other parts of the world).

If you prefer to join or renew by fax or mail, please fill out the membership application form and return it to IABC.

You can split your dues into four monthly payments.

Leadership, Creativity and Agility: 3 skills to help build your career

by Angee Linsey

As an executive recruiter focused primarily on communication and marketing roles, I asked a number of my clients what was most important to them as they look to hire in today’s market. As each conversation began, I expected to hear about the need for strong social media skills and the ability to maneuver in today’s fast-paced digital world.

But during each discussion, I heard much more about intangible skills as the critical factor in hiring decisions. Every communication executive I spoke to talked about the importance of leadership, creativity and agility.

Read more >>>