Day 1 — Pre-Summit Social Media Trainings
Tuesday, February 4, 2020
Join both AM and PM workshops and get $100 off your training day registration price!9:00 am–10:00 am
Registration and Continental Breakfast for Pre-Summit Workshop Attendees
10:00 am–1:00 pm Workshop AFacebook Ad Optimization Masterclass Do you run ads, but want to dig into more advanced strategies? Want to learn the latest techniques that are working in 2019-2020? Looking to scale your ads so you can spend less? Facebook and Instagram ads are changing every day, so it is important to test, learn and scale. During this workshop, we will dig into advanced strategies that will increase conversions, scale your ads and help you spend smarter. This workshop will cover ways to optimize your ads for better results, including:
Whom this training is for: This is an intermediate workshop. Attendees who have practice with ads manager and have run or are running ads will get the most out of this session.  | 10:00 am–1:00 pm Workshop BHow to Use Messenger Bots to Deliver Traffic and Cultivate Loyalty If you’re tired of spending money on ads as the main marketing channel of your business and long for the days of great organic reach of your Facebook business page, then attend this session. You will learn how to use Facebook’s mission statement and Messenger marketing to your advantage with smart, high-converting ChatBot copy & structure, and a true organic marketing strategy that Facebook will help you promote. One company made $1MM in 99 days using this exact strategy, so we know it works! During this workshop, you will formulate and create the exact marketing strategy and initial ChatBot structure and copy that will allow you to use Messenger effectively to promote your brand, products, and services. Marketing vs. Advertising: We have been trained to advertise, not market to our audience. We will unlearn that during this session with solid proof and statistics on the differences. Conversational Adventures: You will become comfortable with unsubscribes and rejection as the vehicle that helps you find your raving fans, and truly serve them.  |
1:00pm - 2:00pm
Networking Lunch for Workshop Attendees
2:00 pm–5:00 pm Workshop CInsights with Impact: Maximize the Value of Your Social Media Analytics About the training: Social media marketing measurement capabilities have drastically improved over the past decade. We’ve moved beyond measuring follower growth and engagement to quantifying the financial impact of SMM efforts on our bottom line. Every company has business objectives and a customer journey that is unique to them. The purpose of this workshop is to examine those objectives and your customer journey in order to build out an actionable measurement plan. In this workshop you will:
Who is this social training for? Social media marketers who are struggling with their reporting efforts, would like a refresher on current measurement strategies, and/or are looking to strengthen their current social media reporting. Basic familiarity with social media metrics recommended, but not required.  | 2:00 pm–5:00 pm Workshop DCreating engaging, storied and relevant content is more important than ever. But with tight budgets, even tighter deadlines, and your bandwidth at a minimum, it can be daunting. So, you can either regularly repeat the mantra “this is NOT fair” under your breath or you can tap into some creative and informed processes to turn your content into focused, compelling and engaging communication. Join CBD Marketing's Executive Creative Director Mary Olivieri, and their Senior Content Specialist Kelly Bradley, in this interactive session where you will learn proven and unique ways to access both sides of your content brain – from generating truly creative and engaging written and visual content, to organizing it all into a turnkey process designed to make your life easier. Plus, see how they’ve done the same for top companies like Firestone Building Products.   |
5:00pm
Workshop Day Concludes
Need documents to share with your boss for approval?
Day 2 — General Summit
Wednesday, February 5, 2020
7:45 am–8:45 am
General Summit Registration and Breakfast
8:45 am–8:50 am
Conference Welcome by Summit Producer Breanna Jacobs
8:50 am–9:00 am
Opening Remarks by Summit Emcee
9:00 am–9:40 am
Opening Keynote
Storytelling with Empathy: Rise Against the Machines
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A distinctive story helps define and successfully communicate unique personal and business attributes. Storytelling has become a powerful business tool in today’s digital age because it begins and ends with empathy, driving an immersive and emotional experience for stakeholders and audiences that inspires them to action. In this dynamic and interactive session, Miri will share practical tools to help you become a skilled storyteller in a looming robopocalypse so that you can successfully keep relevant in the marketplace, drive engaging relationships and win in business and in life.
Key takeaways:
- What is storytelling…and what is not
- Ways to tell a story
- Crafting your story with empathy and Design Thinking Principles
9:50 am–10:30 am
Keynote
How Walmart Approaches Transparency on Social Media
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Walmart constantly strives to be transparent with associates, customers, and stakeholders. Social media is how many consume information, and people can sense authenticity a mile away. Whether the goal is to share news, support a business objective, or celebrate an associate, stories shared need to be representative of our company culture and guiding principles. The most genuine way we can elevate those stories is by using the voices of our more than two million associates.
Key takeaways include how to:
- Find a face for every story
- Build relationships across your business
- Embrace authenticity and not let it scare you
10:30 am–11:00 am
Exhibitor Meet and Greet / Networking and Refreshments
Program A: Social Media Strategy Development | Program B: Content Creation & Marketing | Program C: Influencer Marketing Strategies |
11:00 am–11:40 am Authenticity Always Wins: Forming Social Strategy Around Audience Identifying what engages your audience is key to developing a successful social strategy. In this discussion, Kyle will describe how the Oakland Athletics went about identifying who their fanbase and audience was on social, and how they were able to reflect that with their content and storytelling tactics. After this talk, attendees will understand how to:
 | 11:00 am–11:40 am Trending Topics: Tapping into Consumer Needs to Build a Modern-Day Content Strategy At Vitamix, we are moving from created brand-centric content to campaigns and assets that speak to the needs of our target audiences. Using a mix of owned brand content and user-generated content, we've been able to develop a new, more approachable identity on social. During this discussion, you'll learn how to:
 | 11:00 am–11:40 am Achieving Influencer Marketing Results with An Agency or an In-House Team Influencer Marketing is not a one-size-fits-all industry. Based on your company’s KPIs, budget, and overall marketing workflow - your strategy may just dictate itself. However, as brands continue to spend more and more dollars on the ever-growing industry, many have started creating internal influencer marketing teams to create and manage longterm relationships. Learn how to get started (regardless of your resources) from one of Dollar Shave Club’s Influencer Marketing leads, Amanda Chavira. Amanda will walk you through the process of how to get started via an agency, how to bring the process in house and how to achieve results from an in-house team.  |
11:50 am–12:30 pm CERN is the world's largest particle-physics laboratory. Thousands of scientists from all over the world work together to advance our knowledge of matter, its fundamental constituents and the forces that link them. With more than 2.5 million followers on Twitter, nearly 700,000 fans on Facebook and more than 450,000 followers on Instagram, CERN has built a large community on social media. But is that enough? We still need to publish engaging posts, publications that speak to our followers and makes them want to click, enjoy and share. The challenge is how to reach more people while staying true to the Laboratory’s ideals and values. With social media today, scientific institutes must work hard to be stronger than Facebook, Twitter or Instagram algorithms. This requires getting closer to the online community by showing more of what we do on a daily basis in our facilities while continuing to make people dream. Content such as Facebook Live, 360° images and videos, Instagram Stories and scientists directly engaging with questions from an online community all work to build engagement. This talk presents CERN's quantitative objectives and KPIs on social media and shares how we go beyond these in analyzing the impact of social media posts. Because behind the numbers, it can be more important to redefine success on social media. Key takeaways include:
 | 11:50 am–12:30 pm Balancing Creativity with SEO to Produce Your Highest Ranking Content Zenia, who uses 3Q’s creative matrix, will discuss ways attendees can fuse the art and science of marketing and SEO, and how to use data-backed creativity to drive growth. Zenia will share how data can remove busywork from campaigns, opening up more room for creative thought. She will also discuss the ways data empowers brands to make creative decisions—allowing social teams to make creative decisions and pivot quickly to another approach if it's not working.  | 11:50 am–12:30 pm How to Generate Creative, Compelling Influencer Marketing Campaign Ideas Science creator William Osman and David Seelos of his management team at Concurrent Studios discuss the aspects of a successful and well-received influencer/creator marketing campaign. It’s no secret that influencers and creators are serious about protecting the image and reputation of their own brands. William will help you navigate the waters of keeping content brand-focused while maintaining the identity of the creator. He’ll also explain his own process of brainstorming and producing campaigns for his brand sponsors. David Seelos, Concurrent’s Director of Brand Partnerships, dives into the best ways to contact a creator, successfully negotiate a sponsorship agreement, and maintain a good relationship between creators and brands. He’ll also explain how to ensure a deal is mutually beneficial to all parties, and provide tips for ensuring campaign renewals.  William Osman Creator  |
12:30 pm–1:30 pm
Networking Lunch
1:30 pm–2:10 pm Launching Uber Eats in APAC: Building a Regional and Global Social Team Ryan will share the considerations and framework to build a successful social media marketing strategy, as well as methods to achieve leadership and cross-functional buy-in. Whether your goal is to add value to a current strategy or develop a foundational plan from the ground up, this session is perfect for attendees that want to optimize the way they plan, activate, and measure a successful social media program. 1 - Identify the building blocks of a social media strategy  | 1:30 pm–2:10 pm How to Produce Consistent & Quality Content with a Scrappy Team  | 1:30 pm–2:10 pm Influencer ROI: 400K to 1.6M in less than 1 year using Instagram This session will cover how Zoe Rodriguez, CEO of ZBody Fitness Inc., managed to boost her sales and maximize ROI through Instagram influencer marketing. She worked with several micro-influencers in the fitness industry who told authentic stories to promote her fitness programs and ebooks. This authentic storytelling coming from relevant Instagram influencers resulted in an impressive 3.5X increase in ROI. In this session, I will share a breakdown of the steps taken to achieve this. Attendees will learn:
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2:20 pm–3:00 pm
Case Study: Creating Meaningful Social Media Relationships
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When our brands are empathetic, appreciative, compassionate, recognizant, responsive, supportive, emotive, that can drive the strongest resonance and affinity with our audiences. At Santa Monica Studio, we embrace this to the fullest to engage and empower our fans. Hear how we've transformed our social media strategy from being a digital billboard, to a powerful, connective voice with our audience that significantly helped elevate our studio brand and ongoing critical success of the latest God of War.
Session takeaways:
- The importance of having an authentic voice of your brand to build trust and friendship with your audience
- Why user-generated content is a vital component of social media marketing
- How recognizing and honoring your audience across the digital barrier can have an exponential positive brand impact
- Empowering influential leaders in your company to develop a relationship with your audience
3:00 pm–3:30 pm
Networking Break & Refreshments
3:30 pm–4:10 pm
Case Study
The internet is full of conversations – demands rather – about the injustice of the missing white wine emoji. Red wine emojis pervade keyboards everywhere leaving vineyard-sized holes in conversations thirsty for red wine’s lighter counterpart. The people spoke and we listened. For Kendall-Jackson, the 35+-year-old winery, it was a matter of igniting the community behind the cause and creating a platform for the voices of the global internet to come together under a common goal. Hear about the 2-year long process, the value of never giving up and how brands can listen and adapt to changing consumer preferences and media habits.
4:20 pm–5:00 pm
Closing Keynote
Getting Past the Human Firewall: Building Trust Human-to-Human
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In Bryan’s “Learning How to Speak, Market, and Sell Human-to-Human, H2H” keynote, he explores what traits humans have that machines don’t. The business world has long referred to itself as either “B2B” or “B2C”. But Bryan Kramer argues that it’s humans who do business with humans – not companies – and in his book, his “H2H Human to Human” movement inspired the business world to humanize the way they operate. And like companies, people have their own brands that reflect their reputation, values, and character. In today’s connected and social world, a personal brand is “career insurance” you can’t afford to have.
Through examples pulled from Bryan’s viral smash-hit first book “There’s No B2B or B2C: It’s Human-to-Human H2H” that birthed the H2H movement, and through entertaining stories from his own experiences, he delivers practical tools and steps you can use right now to connect with your customers, be smarter marketers, managers, and fellow members of the human race.
Join Bryan as your personal change agent, and learn the steps to take control of how others see your most valuable asset – you.
5:00 pm
Cocktail Hour – Meet your peers and speakers, and recap the day's talks over drinks and appetizers!
Day 3 — General Summit
Thursday, February 6, 2020
9:00 am–9:50 am
Continental Breakfast for Attendees
9:50 am–10:00 am
Opening Remarks by Summit Emcee
10:00 am–10:40 am
Keynote: How Overthinking Your Content Strategy is Killing Your Brand on Digital
You spend hours planning, writing and crafting the perfect pieces of content with the hope that at least one will reach out and touch people enough to have them flock to your brand and follow your social channels, making you the next social media rock star (or at the very least, get you some kudos and a coffee from your boss). If this sounds like you, you’re not alone. In this session discover five methods that can help break you out of that pattern and recharge your creative juices, while offering ideas on how to change your approach and bring more fun to your personal and professional world!
10:40 am–11:00 am
Sponsor Meet and Greet / Networking Break and Refreshments
Program D: Brand Awareness & Engagement | Program E: Emerging Trends & Social Media Innovation | Program F: Video Marketing Strategies |
11:00 am–11:40 am Establishing an Authentic Connection with Your Audience through Brand Storytelling Emily & Erica will highlight the importance of storytelling and identifying your goal audience(s) to help inform your digital & social content strategy. They will walk through the best practices for creating compelling content, “mining" for stories within your organization, and tips for pushing the boundaries creatively in a regulated industry. Learn ways to get buy-in across your company for the importance of digital content & social media, and learn ways to measure your success (and why “failure” isn’t a bad thing!).   | 11:00 am–11:40 am Marketing in 2020: Demystifying Smart Assistants & AI In 2020, half of all searches will be conducted via voice. With smart assistants, like Siri and Alexa, accelerating the use of voice search, marketers are preparing for a future where voice plays a significant role in brand experiences. Voice experiences will offer brands an opportunity to develop deeper connections with their consumers. Now’s the time for marketers to rethink how to reach and engage consumers in this emerging environment. In this session, you'll learn how voice-driven AI technologies are changing behavior — and what that means, not only for businesses and marketers but for society as a whole. Amy will explore ways marketers can prepare for a future where voice search and smart assistants play a significant role in brand experiences — through search, shopping, and even CRM. Key takeaways:
 | 11:00 am–11:40 am Video Optimization Strategies for Better Viewership & Engagement In this session, Janet will share practical strategies brands can employ to increase social video engagement. She’ll walk attendees through:
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11:50 am–12:30 pm Brand Truths, Trump, and Tequila - Using Data to Enhance Creativity What do brand-building, Trump's 2016 campaign, and tequila have in common? How can we use science to enhance social media best-practices and measure their effectiveness? Find out how the world's leading brands enhance creativity through objectivity.  | 11:50 am–12:30 pm Social Conversational Design that Converts Beyond the Bot The future of high converting social conversations goes well beyond Facebook Messenger Bots, and the coming Instagram and WhatsApp bots. If you want to prepare for the future that allows you to own your data, own your prospect conversation and own your power over your sales, then attend this session. We will uncover how to design your current social and bot conversations to easily transition into the app-independent communication tools that are coming...and you don't need to be a big-budget corporation to benefit. In this session, you will uncover how to structure your prospect adventure to coincide with your omnichannel social engagement that leads to your ultimate conversion. MKJ will explore ways marketers can design conversational prospect experiences independent of app, platform, or bot. Key takeaways:
| 11:50 am–12:30 pm Why TikTok Has Influencers Dancing For Brands Think of TikTok as one BIG video meme platform, with 500 million active monthly users. While studying it, I've noticed people working at brands doing memes and tagging their company in them. Some of these posts get millions of views and likes...but brands aren't engaging or working with these self-made influencers...a missed opportunity? During this talk, you will walk away with knowledge about:
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12:30 pm–1:30 pm
Networking Lunch
1:30 pm–2:10 pm From IDK to CTA: A 10-Step Guide to Effective Social Media Advocacy At UCSF, our public mission is at the core of who we are. From defending federal science programs to illuminating the root causes of our city’s homelessness crisis, we’ve learned how to use social media to connect with our audiences as citizens - rather than customers. There are endless books, podcasts, and entire conferences dedicated to getting people to hit the “buy” button, but how do you inspire a community to vote, sign petitions, call elected officials or take any other advocacy actions? In this session, you’ll learn to:
 | 1:30 pm–2:10 pm A Look at the VR and AR Technology Landscape & Brand Case Studies As a design and experience agency, Jam3 is rooted in all things digital. Through the use of creative technology like AR and VR, there are more options today more than ever before to find new and innovative ways to surprise and delight people. Understanding the audience, culture, and technology to create the perfect balance between entertainment and utility. In this session, Jam3’s Dan Clark will illustrate the ways through adapting an empathetic approach that brands can craft beautiful experiences without compromising between creativity, and business and human needs. You’ll learn how to create experiences that not only tell an authentic brand story but meets the needs of consumers right where they are and where they are meant to be.  | 1:30 pm–2:10 pm Netflix YouTube: How This Channel Followed the YouTuber Imprint to Win Over Gen Z For brands looking to reach a Gen Z audience, programming content on social channels may seem like a daunting challenge. How do brands effectively reach and engage a generation that is constantly bombarded by content from all angles? Social-led creative agency Movement Strategy has been helping brands like Netflix break through the noise by taking cues from influential YouTubers—utilizing a toolbox of effective content and creative strategies to grow brands’ YouTube channels and create content that Gen Z seeks out. During this session, you’ll learn:
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2:20 pm–3:00 pm
Closing Keynote
How To Get Your Customers To Create Endless Amounts of Content for Your Business
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Do you struggle to create thumb-stopping content? Do you have a limited budget or resources to generate high-quality and engaging content? After this inspiring, example-filled, keynote from Tyler Anderson, you'll leave with a step-by-step checklist to get your customers to create endless amounts of content for your brand or business. You'll discover why content created by your customers is so impactful, how to get your customers to create content that influences purchasing decisions, how to leverage user-generated content to fuel your marketing, and much more.
3:00 pm