Day 1 - Pre-Summit Workshops
Tuesday, February 7th, 2017
This workshop is for the busy sales and social media professional. Use LinkedIn and Twitter to build your brand, build relationships and create more sales opportunities. It’s not rocket science!
No matter your age or experience – sales, executive, entrepreneur, freelancer, product manager, corporate marketing, etc. – this workshop will teach you how to connect with people that matter to you, how to engage with people in a relevant way and how to take online conversations offline into conversations that can grow your business.
After you take this workshop, you’ll have a lot more confidence to use LinkedIn and Twitter. And, your confidence boost will motivate you to use these channels to grow your business, or whatever your goal is.
Here's what you'll learn:
Workshop B (FULL DAY)
Employee Advocacy programs encourage employees to participate in communication eﬀorts. When culture, content, and social media sharing fall into place, your company achieves advocacy, and becomes a true social business. Social media education is a top priority for most companies according to Altimeter Group. However, there's a huge knowledge gap where employees are not comfortable sharing content to social networks (mostly because they're scared that what they're saying is not OK). On top of that, most companies do NOT have a social media education program in place. In order to retain employees and invest in their professional development, you need to invest in training and new skills – like this workshop!
Employee Engagement & Advocacy programs help with the on-going training and habit forming of day-to-day social media use, while building the thought leadership of your employees and achieving your strategic business goals. With an employee social media program, you can showcase your culture and employer brand, improve brand health, increase lead generation, find better sources for talent, improve efficiencies in work and communications, and have an on-going investment in employee knowledge.
It’s clear to most companies that Employee Advocacy programs are crucial to keep employees engaged in this digital age. This workshop will prepare you by giving you the following knowledge to take back and execute on in your organization…
Today’s consumer has digital connectivity at their fingertips 24/7, and they are flocking to social networks for customer care. Twitter alone recently reported a 250% increase in customer service-related content over the past two years, and 60% of these consumers expect a response within an hour or less. However, many if not most of these messages continue to be ignored.
What’s the problem? Social media ownership was first tucked under Marketing, with a focus on branding and campaigns, but customer care queries through social networks continue to surge. Most Marketing teams are not trained to deal with customer service and do not prioritize these mentions. This disconnect is growing, and the failure to integrate and include customer service in overall social strategy is having a negative impact on company bottom line.
Join this session and learn why it’s imperative for Customer Service and Marketing to collaborate on social media efforts to provide the best customer experience.
Sarah Grace McCandless
Director, Global Product Management, Digital Solutions
Sykes Enterprises, Incorporated
Workshop B (FULL DAY)
Day 2 - General Summit
Wednesday, February 8th, 2017
In a time when marketers have over 3,700 different marketing tech buying opportunities to collect, parse and use customer data, does this help with achieving business growth? In a thought-provoking talk, Mozilla's CMO, Jascha Kaykas-Wolff, speaks about the value of customer trust in delivering business performance, presents the rising 'conscious chooser' consumer category, and explains how adopting lean data practices helps in reaching the goals of every marketer.
Chief Marketing Officer
Thanks in part to its award-winning brand presence, Casper has grown from 0 into a $200M company in just two years. In this session, Casper marketing VPs Lindsay Kaplan and Terri Rockovich discuss their strategy for developing a powerful social strategy, building an audience, and driving word of mouth advocacy.
Vice President of Communications
VP of Marketing, Acquisition and Retention
Track A: Social Media Strategy Development
Track B: Optimizing Social Media Channels
Track C: Content Creation & Storytelling
Every marketer understands the inherent value of influencer marketing. However, today’s influencer marketing is more than WOM on steroids. Identifying a strategy that works for you and and your brand requires clear objectives and a clear understanding of the needs of your customers. Now more than ever - especially as social media becomes increasingly critical to every brand's marketing strategy, - influencers are shaping how we engage like never before.
But not every influencer is the same. Choosing wisely can be the difference between creating organic relationships with your customers and severing them entirely with what smacks of inauthenticity. It's imperative that we understand how to best leverage influencers, when, and why.
This conversation will give you insight into how to build a sustainable and authentic influencer strategy for your brand along with answers to key questions like:
You’ll come away with a broader perspective on the role of influencers as well as what to look out for when building your plan.
CEO and Founder
By now, most of us have heard it, “Content is KING!”. That’s great, but what steps should we take to not only put content out there but actually drive leads and site traffic back to the organization? Take the journey with Ryan as he shares the struggle, pushback, budget restrictions and testing his team went through, which ultimately led to going from 48 social media leads in 2015 to nearly 1,000 social media leads in 2016!
Expect to leave this session understanding:
Vice President, Global Social Media
With 58 years and counting of sharing the story of space exploration with a worldwide audience, the introduction of social media into NASA's communications was a major cultural and strategy shift. Moving from feeding media outlets with raw materials for them to package into stories, to being the storytellers and packagers ourselves, NASA's communications had to realign and experiment with methods, strategies, and techniques to translate often technical and scientific content into relatable, relevant, and interesting content for our robust social media audiences.
In this session, we'll explore what that paradigm-shifting strategy looks like, how we ensure accuracy in a deadline-driven environment, and how we overcame some of the growing pains to remain a nimble storyteller in the digital world by taking our communications direct to the public.
Social Media Manager
Even if you have the unsexiest brand in the world, there is no reason to have a boring Instagram presence. Instagram has 500 million active users, half of whom follow brands on the network. The number of brands using Instagram is expected to reach over 70% by the end of 2017. While those numbers are compelling, building an engaging Instagram strategy can be tough if your brand isn’t photo-centric, or if you work in an industry that is popular on Instagram, and finding a way to be unique is a challenge. Too often what ends up happening is an Instagram feed that lacks continuity, focus and eventually, regular posting.
In this session you will learn how to identify a unique way to tell your brand story on Instagram so that you can increase brand awareness and engagement, and boost conversions.
Director of Content Marketing
Freelance Social Media Manager
Companies pay top dollar for agencies to develop and produce social creative for them. They study your business and your audience, but they will always be one layer removed. “Creating Social Creative” will be your crash course in how to develop and produce sharable social content yourselves, for your particular audience.
Vice President, Social Media
Traditional and digital strategy may seem like completely different worlds but make no mistake, today's 'marketing' is only effective when social, digital, and traditional marketing strategies are integrated to achieve optimal success. In this session, Rik Walters will share with you his experience integrating digital, social, and traditional marketing at Apple, Twitter, and other Fortune 100 Brands.
Director of Digital Marketing
Did you know that Snapchat is the fastest growing social network? With 200 million users and 10 billion daily video views, Snapchat is one of the fastest growing and most engaged social platforms. In this session, social media strategist Carlos Gil will show you how to get started on Snapchat for business, including strategies for building your following, examples of notable brands using the platform, why re-purposing Snapchat content across other platforms is important and actionable steps for creating micro-content for short form storytelling. You will walk away from this session with actionable insights which will help gain up to 25% higher engagement per post on Snapchat over other social networks as well as an understanding of converting Snapchat views to website traffic and sales.
Global Head of Social Media
Get a behind-the-scenes perspective on San Francisco Travel’s content strategy, which propelled them from 3 million to 6 million unique visitors, doubled their email signups and grew bookings by 70% in one year.
Senior Manager, Content and Social Media Marketing
San Francisco Travel
This session will review:
Social Advocacy Manager
We’ve seen time and time again how social media buzz can drive traditional media coverage and vice versa. One of the reasons the ASPCA has been relevant for so long is its dedication to leveraging modern technologies to advance the cause of saving and protecting vulnerable animals. Come and learn about how the organization launched an impactful campaign for their 150th anniversary, including an online action-based initiative, a celebrity viral video, and multiple adoption events.
Key takeaways from the session will include:
Senior Manager of Social Media
Learn how today’s top brands, like Covered California, chose to invest in their social channels by turning them into functional marketing and customer service platforms. How so? By using the right technology to provide a robust, responsive customer support channel and an efficient social marketing and publishing platform.
Senior Social Media Strategist
Suffering from post creative stress disorder (PCSD)? This is more common than you think. Symptoms may include confusion between ad specs, delayed images and pulling all nighters. We have some remedies. Hear from 3 agencies and brands who have kicked their PCSD with a few simple tactics and tools.
Executive Creative Director
Head of Content
Founder and CEO
Director of Social Media
Day 3 - General Summit
Thursday, February 9th, 2017
Social platforms have democratized the distribution of content and changed consumer expectations around content from publishers, peers, and brands. This shift has acutely affected Gatorade’s ability to engage its audience in the face of increased competition. We will discuss how to best reach consumers with impactful experiences within today’s social media environment through the lens of Gatorade case studies that highlight the brand’s activations across multiple platforms.
- Key strategies for engaging consumers across social platforms
- Best practices for building immersive consumer experiences that breakthrough
- Examples of how to create impact with lower production cost executions
Director of Digital Strategy
People love video. Cisco predicts that video will account for 82% of all consumer internet traffic by 2020 (B2B buyers are consumers too). 1/3 of all online activity is spent watching video. And there are no signs of this trend slowing down.
Video marketing reinforces and amplifies the desired customer experience. Brands using video see an increase in conversions, web traffic, brand awareness, online engagement, leads and sales revenue. The best marketers build video into their overall digital and content marketing strategy and develop videos aligned to the buyer’s journey.
So how do you create professional videos without bankrupting your budget? What makes videos so engaging? What are others doing that you can learn from?
In this session we’ll explore:
- The science behind why video is irresistible to the human brain and how to create viral worthy videos
- The types of videos, aligned to the buyer’s journey, that will drive specific business outcomes
- DIY solutions, hacks and resources like YouTube Director and Animoto you can use to make professional videos without bankrupting your budget
- Cutting edge consumer, B2B brands, online influencers and examples from my own experience to inspire yournext project
Head of Global Channel Marketing
Track A: Driving Social Media & Content Marketing ROI
Track B: Harnessing Social Data & Analytics for Improved Customer Experiences
Track C: Social Media Monitoring, Listening & Customer Service
Every brand today has a responsibility to engage with customers on the customer's terms. This poses a challenge and an opportunity. Today your contact center- the place where your customers literally make contact with your brand - provides the biggest opportunity. The opportunity is the relationships you build with your customers. Do you have a concierge approach to solving customer's problems on social media? The right mindset about serving customers, coupled with an ability to scale 1:1 interactions will give your company a competitive advantage.
In this session, Blake Morgan sets you up for success with your social customer service program:
Customer Experience Author, Speaker, Adviser
Social channels give marketers a new way to tie messaging and targeting together. We’ll dive into examples of different types of paid social strategies across platforms.
Key take-aways will include:
Lead Strategist, Social Media & Content Marketing
Extending customer care into social has become table stakes for brands that want to meet their customers where they are. But how do you get beyond customer care to create truly meaningful interactions that address customer needs? People regularly turn to their social networks to ask for recommendations on just about everything, including travel. We established @HiltonSuggests as a way we help to create memorable experiences for travelers in need of advice – even when they aren’t staying at our hotels.
By looking at our program of over 140 Hilton team members supporting more than 125 international markets to proactively surprise and delight travelers by offering their personal recommendations, we will:
Social Media Product Manager
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 socia 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?
In this session you’ll learn how to:
Head of Global Social Strategy & Operations
Every brand dreams of generating positive conversation and creating a brand so engaging that customers rave about you without being prompted. It can be done. But with so much data to draw from and hundreds of available tools, how do you know where to focus to have the greatest impact? Pulling specific visuals, data and examples from his social media experiences at PLAE, and previously as Founder & CEO of Social Analytics company NetBase, Jonathan will provide explicit advice around how to build a positive experience with your brand online.
Stanford University is one of the world’s leading teaching and research institutions and, as a result, it is also one of the most discussed universities on the social web. In this session, John Stafford, senior director of digital media strategy, will show how Stanford uses data to measure changes in its reputation, perform sentiment analysis, and test messaging on social networks.
Senior Director of Digital Media Strategy
Companies make big investments in hosting conferences and events for clients. During this session, you'll explore effective strategies to maximize that investment by using social media to tell stories that not only engage conference participants, but also raise awareness on social media among prospects.
Managing Director, Social Media
The social marketing landscape is constantly changing. With marketers using social media more than ever to reach customers, how do you know what is moving the needle for your business? Today’s social media marketers need to rely on every piece of data available to understand which social content is working for them, which platforms have greater return on their investment and what paid strategies are paying off.
In this session, you will learn:
Sr. Manager, Social Media and PR Analytics
Over the years, social media platforms have quickly evolved from a place for companies to share new updates about their products, to a customer service platform for companies looking to engage with new and existing consumers. And as more and more consumers flock to sites like Twitter and Facebook to share company feedback, being responsive and timely on social media has become increasingly important. As a result, companies need to start shifting their customer service strategies to be more unified, developing an all-in-one experience that integrates social media, customer management and web transactions with the purpose of delivering high-quality customer service that speaks to each individual.
In this session, Laurel Wilde, Community & Social Media Manager at Mayfield Robotics, will share key learnings and insights from her experience at Mayfield developing a 360-degree approach to customer service from scratch.
She’ll also offer actionable tips on how to:
Social Media & Community Manager
As social media marketers, we know all too well that we operate in an exceptionally cluttered environment, and the Super Bowl may be the most extreme example of this. But it’s also an unparalleled opportunity to achieve scale and make our voice heard among a highly engaged audience. As an insurance company we’re constantly challenged with how to stand out in the crowd among sought after brands with more desirable products & services. We’re required to think outside the box when competing with bigger brands with bigger budgets to reach our target demographic. In this session you will hear how a surround sound approach combining paid, owned and earned enabled us to break through the noise during Super Bowl 50 to be the most talked about brand when we didn’t even have an ad in the game.
We will cover:
Social Media Manager
Using social customer insights, Fossil Group has learned more about the behavioral patterns of customer segments across a portfolio of brands. These new customer insights have driven meaningful results across paid, organic and influencer marketing initiatives.
In this session, Alexis Costa, Senior Global Marketing Manager at Fossil, and Bart Lorang, expert in social data and marketing, will share insights with the Social Media Strategies Summit audience about the power of social data and why and how they should be incorporating it into their marketing strategies to develop richer, deeper connections with their customers.
Senior Global Marketing Manager
Fossil Group, Inc.
Co-Founder & CEO
In this session we will discuss:
Head of Social and Community Care
Mobile and social are converging and powering exciting new opportunities through the Collaborative Economy. From now-familiar names like AirBnb and Uber to new, emerging brands and phenomena like crowdfunding and the Maker Movement, these new models are disrupting how consumers buy goods and services and experience brands.
How can your organization benefit by tapping into the crowd? How can you not only stay relevant, but lead the charge in your own industry? No matter what kind of business you’re in, Jeremiah Owyang prepares you for what’s next.
This informative presentation covers:
- How the Collaborative Economy has landed in hospitality, transportation, services and money—and how new industries like insurance, beauty, health, and energy will be impacted next.
- The rapid evolution of the Collaborative Economy into autonomous systems as Lyft, Uber and China’s Didi launch self-driving cars.
- Activating crowd technologies to make goods and services available on demand, reducing waste and increasing sales.
- Creating new business opportunities that also reduce capital expenditures.
- The role that workers play when automation integrates into this crowd-based economy.