In this case study, Alex will share key insights into the Maersk social media strategy, performance data, and learnings from A.P. Moller – Maersk’s digital Employee Advocacy program.

The program started as a 6-month long pilot with 700 employees and has now reached over 25% of employees on LinkedIn. Now, the program is an integral part of the company’s social media strategy and it is still continuing to grow.

Takeaways include:

• Why Employee Advocacy in some shape or form should be included in any Digital or Social Media Strategy
• Gain insight into how to begin an Employee Advocacy program and scaling it up, whether your organization has 80 or 80,000 employees
• An overview of the top Employee Advocacy platforms out there, and the pros and cons of LinkedIn Elevate as a platform over the others
• Tips to grow and maximize the potential of Employee Advocacy: You have the employees on the platform, so now what?

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Video traffic accounts for 80% of all consumer internet traffic.  As brands evolve, telling their stories through video is important to keep audiences engaged and growing.  Many companies are faced with video consumption appetites that exceed their resources. This results in ad-hoc production requests and strategies that are not holistic.

Learn how Coty is transforming their digital content to become more agile and efficient.  With bold strategic choices and the implementation of a unique production concept, Coty Professional Beauty is testing the model of traditional marketing and agency relationships.  

Attendees will take away:

• A model for how to build a hybrid of internal/external video content teams
• Video production best-practices for producing lower-cost video at volume
• A deeper appreciation for NASA

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We hear the cliche all the time: successful marketing is about being at the right place at the right time with the right message for an audience. But how do you operationalize on theory? In this session, we share our “mapping to moments” approach to content strategy and social media marketing which helps organizations develop streams of relevant content for specific audience segment targets, as well as methods for distributing and measuring that content through social media channels.

Key takeaways include:

• Learn a method for mapping marketing to key audience moments
• Develop an approach for creating a micro media campaigns for your social content
• See how to co-create with influencers to tap into new audiences

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Think about a CEO or company leader that just nails it on social media. This is a person that at a glance you know that they are a leader that you want to know and follow. They are doing exciting things, providing insights on current events and demonstrating their passion for their team.

Now think about your company's leadership. When the time comes (hint: now), can you turn them into the social superstars you think they should be? Where do you start?

We'll cover every step of the process of creating an executive presence on social media: Discovering purpose, defining an audience, managing risk, setting expectations, and building a human brand people will love. After all, who better to communicate your company's message on social media than the team at the top? Executives bring a credibility and impact that company channels can't match. We'll show you how.

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The possibilities of content creation today are endless - from long-form YouTube video to short Instagram stories to podcasts and everything in between. We’ll discuss cross-platform creation and programming of content - how to approach creating multi-format content outputs, and mapping that content across different distribution channels.

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We’re witnessing digital transformation at a speed we’ve never experienced before. Social media is often the first interaction that your customers have with your brand.

With Cisco’s 400+ social accounts, there were 400 different personalities and messages interacting with customers— resulting in a poor user experience. As a customer, that can be pretty confusing, and cause them to swipe left and choose a competitor instead.

In this session, Cisco will discuss how they tackled merging their 400+ social channels into 100 accounts. They will share how they took on a more humanized approach to social media by developing an entirely new social personality. Whether you’re B2B or B2C, big or small, customers are talking to you on social media. How can you ensure you are consistently representing your brand?

In this session, you will learn:

• The importance of developing not only a brand personality but also a social personality
• How to listen to your customers’ needs and develop content around those needs
• How to develop a process that ensures consistency between responding to trolls and cheerleaders

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When using paid social targeting, what are the best ways to maximize effectiveness? PwC has learned that prioritizing site traffic, essential contact lists, and varying creative messaging is key to driving business and increasing sales by using social media efforts. Once they click, is your target driven to convert on your website? A lot of B2B businesses fall short in this area.

After this session, attendees will be able to identify and execute three pillars of targeting:  

• What: Develop impactful content that delivers
• Where: Identify key points of engagement for their customers
• How: Determine unique best practices for effective ways of communication

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In this session, Lisa will share her top tips for creating organic and paid campaigns on the platform, highlighting the value of reaching consumers at the earliest stage in their path to purchase, where they are most open to discovering new ideas, products and brands. Lisa will share best-in-class examples of insights-powered campaigns – from companies big and small – that authentically resonate with consumers and drive results, online and IRL.

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The best marketing campaigns start with great customer insights. In this workshop, you will learn:

1. How to mine for insights using a variety of social media tools
2. How to create empathy maps to reveal campaign opportunities
3. How to plan for seamless execution
4. Which key performance indicators to track to measure success

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