Category

Title

Presenter

Organization

Description

Keynote

Using Social Media to Educate

Cathy Pedrayes

The Mom Friend

Attention all content creators! If you’ve been wanting to tackle short-form video to educate your customers and grow your platform, look no further than this session dedicated to sharing the top best practices and tips to help you craft authentic content that builds trust. Cathy Pedrayes has organically grown her platform to over 2.5 million followers on TikTok and nearly 200k on Instagram. With a background in television, a master’s in digital media and training from the social media giants themselves, this is your opportunity to learn from a creator who’s walking the walk.

Marketing

SEO 101: What BBBs Can Do to Impact SEO

Sara Grube and Dejah Washington

IABBB

What can your BBB do to improve the SEO of BBB.org? How can you improve your businesses’ BBB profiles to get better search positions? What can you do in AEM to help website performance and give users a better experience?  Sara Grube and Dejah Washington will review SEO basics and give solid advice on how BBBs can impact SEO.

Marketing

AEM: Tips, Tricks & How to Use it to Your Advantage

Sara Grube and Erica Festge

IABBB and BBB Milwaukee

Sara Grube will demonstrate shortcuts and best practices when working in AEM. Learn how using Experience Fragments can help your BBB get leads and keep users engaged. See what fantastic pages your peers are creating with a “Best of AEM” demonstration and learn what new features are coming. Find out how BBB Milwaukee use AEM and learn what your BBB can do to have the most impact.

Marketing

The Sign of a Better Business℠: 500 Years in the Making

Jay Elliott

BBB Chicago

The BBB opened its doors in 1912, but our mission began a half-millennium ago. Jay Elliott of BBB Chicago will take you on a journey that reveals how marketing has always been at the core of the Better Business Bureau. He’ll explore our storied roots, and how TSOABB is the beginning of a new, exciting era in the organization’s brand evolution. Attend and you’ll see how you’re a part of an incredible legacy spanning generations, and how we will position the BBB brand for success well into the future.

Social Media

How to Put the Trellist Playbook Into Action

Lydia de Martino

Trellist

Learn how to identify a starting point for your content creation efforts, develop a content calendar, understand how and why to post on each channel, increase brand awareness about the BBB, educate your audience, establish yourself as a thought leader and build trust among your audience, and more.

Marketing

BBB Digital Advertising: Lessons From the First 90 Days

Jennifer Jester

Encore Multimedia

With more than 25% of the BBB network now enrolled in BBB Digital Advertising, hear about the lessons learned over the first 90 days, the value of kickoff calls and relationships, campaign optimization, market trends, the instant impact and trackability of Facebook leads, technical lessons discovered, and more.

As a bonus: Whether your BBB is enrolled or not, stop by Encore's table at the conference for your own BBB-specific streaming TV market opportunity, courtesy of Encore and Gray Television.

Marketing

Brand Resources to Accelerate Your Creative Process

Jody Thomas and Courtney Stellar-Patterson

IABBB

Jody Thomas and Courtney Stellar-Patterson will walk you through how to navigate the digital library to find available and updated BBB artwork, give you a crash course on file types and formats, and review best practices for creating on-brand designs. Participants will also learn how to best utilize our Getty Stock account and receive helpful tips and resources for on-brand video production.

PR / Comms

From Pitching to Monitoring: Making the Most Out of Earned Media

Melanie McGovern and Josh Planos

IABBB and BBB Omaha

Melanie McGovern and Josh Planos discuss pitching stories, developing and leveraging relationships, and using social media to entice journalists to ensure maximized coverage. Melanie and Josh will also review what you should be looking for when monitoring your earned media coverage.

PR / Comms

Exploring Non-Traditional Media Outlets

Jason Meza

BBB Austin

In addition to social media and community billboards, there are a wealth of outlets ready and willing to promote BBB content at low to no cost! From podcasts to streaming apps, neighborhood forums and vignettes for waiting areas, we’ve seen plenty of outside-the-box places where trust shines. We’ll define what success looks like and launch a working think-tank for BBB communicators.

PR / Comms

Writing With Purpose: Level-up Your Writing Skills in 2023

Heather Massey and Jason Meza

BBB Austin

This session will help communicators frame the best angle for any media outlet and any topic. Journalists, editors, reporters, and influencers are stretched for resources, pressed for time and favor PR pros who “get it.”

We’ll review:

-The Top 10 AP style updates for 2023
-Top 5 Press Release mistakes you may be making
-Sell the sizzle: Writing leads that cook
-Mimic the newsroom: Bite-sized headlines and slugs

Professional Development

HBS Case Discussion – Reinvesting and Repositioning a Great Brand: The Transformation of the AARP

Ted Chan

IABBB

Ted Chan will lead a Harvard Business School-style case discussion of the AARP's strategic transformation. This interactive session will take a deep dive into an organization with some parallels to the BBB, while deepening professional skill in market needs assessment, strategic planning, and outcomes measurement.  Approximately 1-2 hours of pre-reading and case preparation are strongly recommended for session participants.

Social Media

Getting Reel: Turning the Camera on Your Social Media Strategy to Reach New Demographics

Kristen Johnson

BBB Connecticut

Kristen Johnson dishes on the BBB Serving Connecticut's social media campaign “Getting Reel,” which earned the Outstanding BBB Award last year. Kristen will teach you how to use video to increase engagement, how to follow the social media playbook to strike a tone that’s both educational and professional, and how to harness social media to create awareness around everything BBB stands for.  She’ll also break down how her BBB reaches businesses and consumers with “Mind on Your Business Monday,” “Tips Tuesday,” “Warning Wednesday,” and their new “Feature Friday.” As a bonus, she'll talk about the difference shooting vertical reels has made in her BBB's engagement.

PR / Comms

What Makes a Great Story that Gets Coverage?

Lisa Schiller

BBB Milwaukee

BBB’s first-party data, staff and even complaints can all be great sources for stories. But what makes a compelling BBB story that gets coverage? Lisa Schiller explains how to develop a story from information gathered at your own BBB, from reporter inquiries about a business to recognizing a trending scam to pitching a local investigation to sharing good news.

Panel

Meet the MarCom Committee

MarCom Committee Members

Meet the seven current members of the 2023 IABBB MarCom Committee as they discuss current and future plans, progress and priorities that the committee is focusing on this year. In addition to presenting information, this will be an open forum to “ask us anything.” Come with your questions and your feedback.

After this session, we hope you’ll have peace of mind and feel comfortable reaching out directly to any one of your MarCom Committee members with future questions, concerns or general feedback on BBB marketing, communications, public relations, social media, graphic design, digital advertising, website or any other related topics.

Panel

Fusing Together IT & Marketing

Michelle Lange and Nathan Hall

IABBB

In today’s digital world, IT and Marketing need to be closely aligned to deliver a modern marketing strategy. Join Nathan Hall, Director of Revenue Programs, and Michelle Lange, Director of Product Management and QA, as they talk about how IABBB IT and Marketing will be working together to bring a cohesive marketing strategy to fruition. They will walk you through the roadmap for 2023 and discuss how your BBB can make the most of the new features.

PR/Comms

Harnessing the Power of Community Partnerships: Empower Your ABs

Samantha Scholl

BBB Pacific Southwest

Are you interested in making a greater impact in your small business community and bringing innovation to your BBB through educational content? Have you considered offering educational programming but are unsure where to begin? In this session, you will learn from the Director of Entrepreneur Programs at BBB Serving the Pacific Southwest on how to build meaningful and lasting partnerships rooted in trust to deliver new services to ABs and potential ABs. You will learn how to identify and cultivate partners in your region/state and be inspired by the Empower by GoDaddy program based in Arizona and California. The Empower Main St. Accelerator has graduated 5 cohorts of entrepreneurs and has over 200 alumni committed to scaling their businesses through ethics and creating a strong online presence. You will walk away from this session inspired to harness the power of your community to take your BBB places it has never been.

PR/Comms

Internal Cross-Agency Collaboration: Let’s Collab!

Saige Mills-Raymond and Cinthya Lavin

BBB West Palm

“Let’s Collab!” is a phrase coined amidst the era of increasing social media momentum that might now be cringy to hear aloud. Today, collaboration is another new normal on social media.

Let’s talk about how the Better Business Bureau can employ cross-agency collaboration to encourage synergy across the BBBs, generate fresh ideas and perspectives, and capture the attention of larger audiences.