Wednesday, April 26th, 2017
Training A - Beat Writer's Block
There are many opinions as to what causes writer’s block. But it really comes down to one thing: Fear. Fear of getting the words wrong. Fear of failing to impress our readers. Fear of lack of creativity. That can be paralyzing, but fear isn’t something that has always governed us.
In this workshop you will learn exercises that will help you to let go of that paralysis and tap into that truly fearless writer locked inside. Through group breakout sessions and individual brain games your writer’s “muscle” will get a fantastic workout that will not only allow the words to come freely to mind – but will also expose creativity that has been buried for far too long — even when you’re under extreme pressure to perform.
Join CBD Marketing's Executive Creative Director Mary Olivieri to learn how to change the way you think in order to send writer’s block packing.
In this session, you’ll learn to let the words come freely through exercises in:
Attendees will also see examples of how these techniques were applied to deliver great writing and ideas for James Hardie, ITW BuildClean, and Firestone.
EVP, Executive Creative Director
Training B: Launch on SnapChat
Many brands find it difficult to build an engaged following on Snapchat. With disappearing content, and now Instagram and Facebook stories as an alternative option, what is the correct strategy for your brand? Come to this workshop to find out from a social media expert who has crafted cross-platform social content for the likes of Burger King, NBC's The Voice, The Los Angeles Kings, Geico and more. In this hands-on workshop, you will receive individualized help and advice to make sure you leave an expert.
You will learn about:
Training A: Harness Influencer Marketing
In an innovative world of media and mobile, a few things are certain. People are most influenced by people, where brand trust, relationship is sparked. Video content is the most captivating media on the internet, and live steaming has become the new phenomenon of planned and unplanned marketing. Social Media platforms are the popular meeting place.
What happens when you mix all of this together? You get the power of true influencers, the paring of digital media, streaming and live video, served in a world of Social platforms for the ultimate powerhouse marketing engine, Integrated Influencer Marketing.
In this session, you will learn how to:
- Align integrated influencer marketing with business objectives
Founder + CEO
Forward Progress, Inc.
Training B: Master Facebook Ads
In this hands-on session, Ximena and Clark will review Facebook campaign objectives, best practices for different stages of the purchase funnel, and retargeting tactics any marketer can implement.
Biddable Account Manager
Does the thought of networking give you the ick?! (“The ick” = sweaty armpits, dry mouth, mild nausea.) Do you want to get an edge when it comes to meeting new people in your field? Do you want to achieve all that and then some, while laughing and having a blast?! No worries, friend – improve it! has got your back.
In our workshop “Making the Net-WORK for You", you will participate in an interactive lecture and series of improvisation-based exercises led by Erin Diehl, Founder and CEO of improve it!, and her team of professionally trained improvisers. Over the course of this one-hour workshop, improve it! will convey the theme “Being Present + Offering Support = Engaging Conversations.”
By the end of the workshop, you will have learned and practiced:
Take it from improve it! - don’t let the net-WORK you over, make the net-WORK for you!
Thursday, April 27th, 2017
Social Media has proven to be a key enabler to drive brand promotion and customer engagement. GE takes this to the next level by strategically leveraging social pulse to drive a human-centric approach to engagement and generate financial returns within a complex B2B environment.
In this session, we will discuss how GE translates business goals and creates valuable social currency that not only generates excitement but leads to revenue growth.
Learn how Tim Lopez (Global Social Media Customer Care Leader) has expanded and transformed Symantec Corporation’s customer care team to respond faster (3-minute response time) and resolve issues more efficiently with a one-on-one customer experience. Delight your customers and increase engagement using social.
Track A: Social Media Strategy Development
Track B: Content Creation & Storytelling
Track C: Video Marketing & ROI
Most marketers focus on content, advertising and influencers to drive business in social media; yet, many neglect one area that can have the greatest impact on their brands: social care.
With customers flocking to social media to broadcast their complaints, questions and compliments, now more than ever, you need to know how (and when) to respond.
Drawing on personal experience, real world examples and eye-opening statistics, James Vetrano, social media manager for the Kraft Heinz Company, will show simple ways you can execute a social care plan that will boost your brand’s reputation, drive consumer loyalty and even increase revenue.
Attendees will leave with these takeaways:
Social Media Manager
Kraft Heinz Company
The original idea of employee advocacy was an end-around to shrinking social media reach and engagement. Use employees to bust through the social media clutter. But as advocacy programs grow, they can – and should – be more.
Sure, enlist an army of advocates, give them awesome content and make it super-easy to share. But don’t stop there. Turn employee advocacy into the glue that holds together everything you do as a brand – from executive and internal communications, to marketing, talent development, recruitment, community and media relations, and more.
Along the way, your people will build social media acumen – from the CEO to the front-line employee. And they will be more engaged, understand your company’s culture better, and help humanize your brand.
In this session, you’ll learn how employee advocacy can:
Executive Social Media Advisor
American Family Insurance
We get it, video is the key to engaging and informing our audience, but who’s got time for that? Where would you even start? How can video drive leads for your company?? If any of these questions resonate with you, this case study will blow your mind, but not your budget. Ryan will share how his scrappy efforts helped the organization go from 3,700 video views in 2015 to over 40,000 views in 2016 with actual leads to boot!
In this session, you’ll leave with…
It’s 2017 – Everyone in your organization understands the value of social media for reaching, engaging and better understanding your audiences. Right? You’ve got all the resources you need and no one bothers to ask about the “ROI” of your program anymore because it’s just so obvious.
No? If that’s not quite your reality, then please join Christine Montgomery, head of Online and Social Media for the World Bank, to talk about creative ways to make the case for social media as a critical business asset in a not-for-profit environment.
Since 1999, Christine has been helping media and non-profit organizations evolve their digital outreach strategy. She’ll share lessons learned from successes and failures in turning social media skeptics into believers.
Attendees will leave with these takeaways:
Head of Online and Social Media
The World Bank
Learn how U.S. Bank fully leveraged social media with the Minnesota Vikings sponsorship and the opening of U.S. Bank Stadium. This is our first partnership with a social-first strategy and it is an important tool for building excitement for the 2018 Super Bowl 52 in Minneapolis.
Social Media Strategy Manager
Learn how to bring internal teams together and show them the value of video for social channels. Hear from Advocate Health Care on how they leveraged their internal teams, powerful statistics and engaging content to produce videos made for social media and gained big results. Plus find out how to use these videos across all of your marketing and communications mediums.
Social Media Manager
Advocate Health Care
What do a bullhorn and a magnet have to do with marketing? Everything!
The bullhorn represents the old-fashioned, broadcast style of “outbound marketing” in which attention is purchased (or rented) short-lived attention. The magnet symbolizes drawing your ideal audience in with "relationship marketing," which attention is earned attention.
To build a marketing strategy that is sustainable and focuses on growing repeat, referral business.
We will discuss:
NOW Marketing Group
Applications and “things” tethered to the Internet continue to hit the market at breakneck speeds and in response, attention spans are dropping as consumers adopt new technologies, evolve their desires and change their expectations -- without even realizing it. Technology is hitting the reset button for consumers daily and that has massive implications for brands.
Gunjan will cover actionable ways you can realize social media innovation within your own company, including:
Senior Vice President, Consumer and General Manager, Disney Movies Anywhere
The Walt Disney Company
Content marketing was around for years before social media. Now, though, the key to brands maximizing the boost from content marketing depends on considering content’s social impact upfront. This means starting with an outside-in perspective coupled with strategically integrating the brand’s personality, voice, and communication style to create engaging content.
In this presentation, you’ll learn actionable techniques and tools to create social first content through:
With Snapchat, Instagram, and Facebook all offering the capability to post content that will disappear after 24 hours, how do you leave a lasting impression on your audience? Learn from social media influencer and storyteller, CyreneQ, who has helped brands such as Burger King, Walmart, and NBC's The Voice create compelling, snackable content.
Unveiled for the first time in person is Firebrand Group's Future of Paid Social 2017. This session will answer the following questions:
These questions and many more will be tackled in this action-oriented session helping marketers get a better sense of what to expect in 2017, '18, and '19 so they can leapfrog the competition.
Sharing has always been a fundamental human behavior that has been central to our survival as a human race. Sharing stories, processes, insights, philosophies, techniques, secrets; sharing is how we connect to each other and advance forward.
Now with technologies like the Internet, video, social media and mobile, sharing has increased its ease and scale to a global level. Information is no longer confined to geographical boundaries; proximity is no longer required to pass information from one human to another.
As humans, we need to rethink how, what, why and where we share ideas to influence and affect the direction we want for our global tribe.
Friday, April 28th, 2017
Learn how we rebuilt the Coca-Cola college ambassador program with a suite of digital services that enabled ambassadors to do their best work. We will share how we implemented a digital first program that became an interactive community of ambassadors that effectively leveraged social media to raise awareness and execute campaigns.
As social increasingly focuses on “live” events (Facebook Live, Periscope, Snapchat Stories, Live-Tweeting), social teams are being asked to quickly and dynamically execute innovative and creative live events. The big question is: What does it actually take to produce a successful live event or campaign? How much is really done ahead of time vs. on-the-spot? How do you get around creative and legal barriers? How do you shorten turnaround times and approval processes? In this panel session, we’re going to break down the realities and myths of live social events – uncovering the best practices, recommended processes, challenges and pitfalls. We’ll use Miller Lite as our main case study, as a brand who has quickly and intuitively created live activations built from social insights. Our panel of experts will be comprised of key members from the Miller brand and agency team, including the Creative Director, Executive Producer, Social Strategist, and Miller Lite brand team member.
Session participants will learn how to:
Track A: Paid Media Strategies
Track B: Social Data & Analytics
Track C: Social Media Channel Optimization
Listening to your consumers is an essential part of being a marketer, and the amount of available data increases every day. But are we using the data we have in an effective way? Organizations today are collecting social media data, conducting studies, analyzing paid media performance, and looking at search data. But often those data sources live in isolation, rarely combined with each other to optimize the potential for success in today’s digital age.
In this session, Nestlé Waters will talk about the evolving way they are thinking about social listening, insights, and other seemingly different data sets and combining them to enrich their targets, uncover more findings, and push brands forward with innovation. As they move from the analog to the digital space, they will give examples of how they are using data to shape creative direction and develop social media to drive business for their brands (such as Perrier, Nestle Pure Life, Ice Mountain and a dozen others).
Whether you work on an established brand or just entering the market, we’re all being pushed to use data to make better decisions for our business.
Director Brand Digital, Media and Communications
Nestle Waters North America
In an era when every dime in marketing spend is scrutinized through the same methods despite different approaches, real-time communications is quickly becoming the overhyped tactic of the decade as most marketers have not updated their approach since the infamous Oreo tweet. Conagra was looking for an innovative solution to crack the code on real-time marketing and make their timeless brands like Orville Redenbacher, Reddi-wip and Marie Callender’s part of cultural conversations and news every day.
Working with agency partner Golin, they leveraged the Golin Bridge to spot and act on relevant opportunities at newsroom speed targeting individuals who are known to accelerate cultural conversation.
We'll share how this approach got accelerators talking about Conagra’s iconic brands online and offline, in new and more relevant ways than ever before.
With organic reach on the continual decline, organizations have turned to paid ads to get messages through. Brands are increasingly spending on paid social in the battle for attention – global paid social spend has doubled over the past 2 years, from $16B in 2014 to $31B in 2016. The question is, how do you stand out and drive sales in this increasingly crowded marketplace? Learn how TOMS has optimized it’s Facebook ad strategy to drive double digit growth in social revenue for the past 2 years.
Participants will learn how to:
Senior Manager of Social Customer Engagement
Every minute spent planning and developing content that’s social by design, every dollar spent promoting that content, every grey hair grown engaging and responding to content published via social media channels should be quantifiable when it comes to demonstrating ROI and proving the value your team brings. But where do you start and how do you help everyone think in more measurable terms?
Head of Global Social Strategy & Operations
How to break through social media noise is one of the biggest marketing challenges today. Organic engagements rates are dropping, CTR is also dropping. How do we create content that stands out? The key is in accepting that social media marketing is no longer enough, and we need to embrace a new movement of visual marketing.
In this session I will show you how to:
Founder & President, Digital and Social Media Strategy
There are several different target audiences and each one are at a different stage of the purchase funnel. There is a no one-size-fits-all marketing ad that will work for everybody.
In this workshop we'll walkthrough, dissect, and discuss how to leverage and combine different advertising objectives to drive customers down the purchase funnel.
Chief Marketing Officer
When your site was designed, hundreds of little decisions were made. And little website decisions can cause big Analytics problems. Some of these affect your marketing and measurement far into the future.
Too many companies forget to ask simple questions that if answered up front will make ongoing optimization easier. Andy, through the use of explicit and relevant examples will show you how to look at web design from the Analytics perspective:
Attendees will get a new perspective on how they should approach web development, Analytics setup and collaborating with their team around data.
Orbit Media Studios
Social media is a proven B2B lead generator and sales driver. In this presentation, you’ll see just how successful the channel can be, including with paid campaigns that take advantage of refined targeting and promotional apps. You’ll hear case study results for ITW’s BuildClean, which has an Instagram account for remodeling contractors that is one of its most active lead generators; a global company reaching professional chefs and kitchen equipment decision-makers using paid Facebook and LinkedIn campaigns; and Firestone Building Products, with 7 social platforms for its commercial contractor and architect audiences.
Director, Public Relations, Social Media and Content Marketing
The evolution of social media and mobile have fundamentally changed the way people use the web. Understanding your end user and defining your content goals with each paid media type is key to setting yourself up for success. As your audience behavior evolves, so must your paid content strategy.
In this presentation, Kate will share how Monsanto changed and adopted new KPIs to measure mobile and social traffic on Facebook. Additionally, she will discuss the strategic approach to paid social and share successes and challenges.
In this session, you'll learn how to:
Global Web Strategy Lead
We will explore the methodology and integration of social channels into an integrated marketing plan. Attendees will learn about how to:
We will walk through how we have tackled these challenges as part of a holistic inbound marketing strategy at Angie’s List.
Head of Inbound Marketing
Branded content is way up, but customer engagement with that content is plummeting. This whole scene makes it hard to get up in the morning, as a marketer. But there's a new path beyond the epidemic of disengagement and, at the end of it, your brand and your content become regular stops along your customer's everyday journey.
Tara-Nicholle Nelson, author of The Transformational Consumer: Fuel a Lifelong Love Affair With Your Customers by Helping Them Get Healthier, Wealthier and Wiser, will share how to get your energy and joy for your work back by: mastering your customers' real world aspirations and journeys, using marketing levers to trigger their progress and doing work that changes people's lives.