Facebook Live for Executives

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Friday, April 28, 2017 - 1:00pm
2 Hours and 30 Minutes


1:00-1:55 PM

How Walmart's CEO uses social media to converse with more than 1 million employees

Walmart Stores CEO Doug McMillon believes in an open door. He also believes that communications with his associates comes first. But with a workforce of 1.3 million in the U.S. spread over 5,000 stores, that means employee communication presents huge difficulties. That's why the CEO of the world's largest organization embraced Facebook and Instagram as direct channels to all his associates. What's unique about McMillon's Facebook page is its internal focus: It's less about positioning Walmart's brand for marketing purposes than about opening conversations with employees—conversations largely about his employees.

Key Highlights:

  • How to maintain a consistent, authentic and relevant executive voice
  • Exciting ways to inform and connect employees with live video at important events like the annual associates' and shareholders' meetings
  • Content strategy: Why featuring associates and their achievements works for Walmart—and could be a winning formula for your brand as well
  • Protocols for managing negative comments and sensitive subjects
  • How an executive's Facebook page can link messages to the organization's brand
E. Blake Jackson, director of corporate communications, Walmart

2:00-2:35 PM

Engaged leadership in the age of populism

Election 2016 provided mounting evidence that the media landscape has imploded, with peer-to-peer voices outweighing the impact of elite institutions—including mainstream news media. People's expectations of how organizations and executives communicate have changed as well. In his keynote, Richard Edelman will reveal key insights from the 2017 Edelman Trust Barometer and examine ways an executive's authentic social media presence can build and protect an organization's reputation.

Richard Edelman, president and CEO, Edelman

2:40-3:30 PM

CEO of Zillow Group discusses his Facebook and Instagram strategy

Zillow Group's Spencer Rascoff is passionate about being a social CEO. He has full ownership of his social channels and he values the authentic interactions he's able to have with customers and employees. In his closing fireside chat, you will hear how he uses Facebook and Instagram Stories to expand his mission to be completely transparent. You'll walk away from the discussion with the knowledge and business case to inspire your executive to become a truly social leader.

Spencer Rascoff, CEO, Zillow Group