Tuesday, March 19, 2019
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 Training Attendees
10:00 am–1:00 pm Social Media Training ACreate and Grow a PROFITABLE Online Marketing Program (Even on a Tight Budget) In this hands-on session, you will learn about the most profitable online marketing strategies and tools right now to effectively market your services online with social media, email, and paid traffic. You will learn a four-part framework to create automated marketing funnels starting with profit-generating content creation strategies and ending with advanced paid traffic techniques and planning. Key takeaways:
Who is this training for? | 10:00 am–1:00 pm Social Media Training BDeveloping an Executable Influencer Marketing Strategy In this session, we are going to cover the end-to-end on what it takes to develop an influencer strategy that you can actually execute. We’ll cover things you might expect, like how to set up measurement, to areas you may not expect, like how your team is set up. At the end of the session, you’ll leave with a strategic plan custom to your organization to bring back to your team. Main topics include:
We’ll review case studies of top brands in all of these areas to give you ideas on how you can make it work with your brand. Who is this for? This session is for CMOs, social media managers and influencer managers who are looking to build out their influencer programs. |
1:00 pm–2:00 pm
Lunch for Workshop Attendees
2:00 pm–5:00 pm Social Media Training CThe Best Tools & Hacks for Creating High-Quality, Low-Cost Videos and How to Effectively Market Them This workshop will give show you how to create simple, professional videos and how to best market these videos online. We will:
Who is this social media training for? This training is for any company that would like to use more video in their marketing and is looking for time-saving and money-saving hacks to create more video. Please bring your phone to participate in the video creation portion of the workshop. | 2:00 pm–5:00 pm Social Media Training DAn In-Depth Look at Advertising on Facebook & Instagram Ashley and Nicolette will be reviewing Facebook & Instagram ad formats, targeting, and best practices to maximize paid performance based on campaign objectives. In this hands-on workshop, attendees will leave with a deep understanding of:
Who is this training for? |
5:00 pm
Day 1 Concludes
Wednesday, March 20, 2019
7:45 am–8:45 am
General Summit Registration and Breakfast
8:50 am–9:00 am
Opening Remarks by Summit Emcee
9:00 am–9:45 am
Fantastic Influencers and Where To Find Them: A Data-Driven Microinfluencer Case Study
Proving the value of influencers to a data-driven organization was a challenge for the DVD Netflix Head of Marketing, Vanessa Fiske. Partnering with Melinda Byerley of Timeshare CMO, the two teams designed, built, and launched #DVDNation, an innovative influencer program with a cost-effective gamification platform. The program not only provided immediate accountability but also scaled to embrace both original fans and a new community of micro-influencers for this 20-year-old technology brand.
Session takeaways:
10:00 am–10:45 am
Leveraging Shared Values to Drive Engagement and Brand Loyalty
In this session, we will discuss how brands can find the values they share with their customers and how levering those values can drive emotional connections. Mike’s first book, Choosing Higher Ground, outlines how brands can go from existing in a transactional economy to thriving in the values economy. Mike, along with Bob Ochsner from Amusement Park, and William Goldfield from Dole, will showcase examples of incorporating your values into your digital and social plan, and the consumer experience, to increase engagement, loyalty, and ambassadorship.
10:45 am–10:55 am
Sponsorship Showcase
Helping brands and influencers cleanse toxic, predatory and spam content from their social comment streams.
10:55 am–11:15 am
Official Drink Sponsors:
Track A: Evolving and Developing Your Social Media Strategy | Track B: Content Creation and Storytelling Best Practices | Track C: Building Brand Awareness and Engagement |
11:15 am–12:00 pm 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:
| 11:15 am–12:00 pm A Coty Case Study: Implementing a Challenging Content Production Strategy with your Existing Teams 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:
| 11:15 am–12:00 pm How Warner Bros. Activated Influencers to Reignite One of Your Favorite Childhood Brands Warner Bros. is home to beloved animations and timeless characters celebrated around the world. To creatively show how these cartoons are still relevant with today's millennial consumers, Warner Bros. utilized strategic influencer partnerships to reignite audiences’ love for the franchises. Between digital and experiential projects, Warner Bros. has tapped in partners whose influence is felt across communities in digital design, street art, and more - resulting in press buzz, millennial engagement on socials, and increased demand for consumer product supply from licensees and retailers. This session will explore the distinct art to making influencer partnerships successful, both in a digital and physical space - from the meticulous strategy and selection of partners to the managing of projects and seeing creative visions come to life. |
12:00 pm–1:00 pm
Hot Buffet Provided for Attendees
1:00 pm–1:45 pm A Fantasy Football Case Study: How Brands and Influencers are the Perfect Match Nike wouldn’t be the billion dollar company it is today without Michael Jordan. The NFL wouldn’t be able to reach the younger generation without their star players’ social media presence, like Odell Beckham Jr., J.J. Watt, or Antonio Brown. It’s all about the influencers, and a brand is only as strong as its influencers.
| 1:00 pm–1:45 pm Why Your Social Media Should Map Content to Moments in Your Audiences’ Lives 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:
| 1:00 pm–1:45 pm A Walmart Case Study: Best Practices in Executive Branding and Presence on Social Media 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. |
1:55 pm–2:35 pm Case Study: How Pandora Optimizes Content Creation for Distribution The possibilities of content creation today are endless, and the number of distribution platforms is growing. From social and CRM to blog and house inventory, there are many ways to reach your current and prospective customers. But how do we decide what requires a video or a photo; an animation or a graphic; a blog post or another piece of longer-form original content? At Pandora, we have many opportunities to create content that can spark a meaningful conversation with our audience related to music – from interviews with artists or artist-submitted content; to singles, albums and podcasts; to TV shows and films; to live and televised events. And we have the resources to develop a variety of content formats – from artist access to audio messages, branded graphics and original playlists. In this session, we’ll discuss how Pandora looks at content opportunities and takes a scalable approach to creating engaging audio and visual content that reaches audiences where they are - in the right format, on the right platforms. | 1:55 pm–2:35 pm How Esurance Drove 49MM Impressions Through Creative Content Creation During the Content Creation and Storytelling Best Practices session, Kelsey highlights how Esurance was able to “make social media work” and drive tangible results talking about a topic no one really wants to talk about – insurance. Esurance developed on-brand, meta-style creative and launched a Promoted Twitter Trend driving 49 million impressions 22K engagements, and 595K video views of the new Esurance campaign launch film. From this case study, attendees can expect to learn:
| 1:55 pm–2:35 pm 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.
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2:45 pm–3:30 pm Helping Your Employees Close the Gap on Social Media In this session, Glenn will dive into how your employees see social media and their varying appetites to engage on social media on behalf of your brand. When you provide employees with content to share think of yourself as entering into a conversation they were already having about social media. What would the employees appreciate from you that would help? What are they looking for from a content and voice perspective? Takeaways include:
| 2:45 pm–3:30 pm Instagram started out as a platform for sharing high-quality, curated photography. But with the advent of meme culture on the platform and the incredible adoption rate of Instagram stories, the content on Instagram has changed significantly in the last few years. Meanwhile, there’s been a massive drop in consumer trust thanks to the proliferation of fake followers and recent high-profile influencer controversies. Through case studies on Bumble, Glossier, and Trulia, learn how brands can demonstrate authenticity on Instagram and what companies can do to connect with their consumers today. | 2:45 pm–3:30 pm Creating Meaningful Social Media Relationships When our brands are empathetic, appreciative, compassionate, recognizant, responsive, supportive, and 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:
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3:30 pm–4:00 pm
4:00 pm–4:45 pm
The term millennial is too often filled with negativity and misconceptions. It is long past time to break down the corrosive myths surrounding this term that has afflicted an entire generation, created divides in our communities and held back individuals. This session will identify the true meaning and identity of the millennials in our workplaces and our markets. Further, it will identify the shared desires and concerns that impact Generation Y, GenX and Baby Boomers.
Your social media activities can create bonds that bridge generational divides, empower individuals, and create stronger communities of engaged followers. The insights and tools identified in this session will empower your social media strategies to (1) speak to the concerns and interests of the generations in our work and marketplaces, (2) utilize the most effective mediums to deliver your messages, and (3) drive your company’s goals to new heights. It is time to harness the power of millennials through our social media, and it all starts with a better understanding of what makes millennials, millennials.
TAKEAWAYS:
4:45pm
Cocktail Hour – Meet your peers, speakers, and recap the day's talks over drinks and appetizers!
Thursday, March 21, 2019
9:00 am–9:50 am
9:50 am - 10:00 am
Opening Remarks by Summit Emcee
10:00 am–10:45 am
Dirt Roads, Factory Floors, & Smart Phones: How to Rebuild Broken Trust
The notion that people buy more from brands they trust is not new. But the evolution of how we trust, who we trust, and why we trust is constantly in flux. And technology might just be the answer: apps to track your movements online, ratings to signal quality of a product or experience, authentication methods to prove identity, and the list goes on. But are these technologies facilitating trust or demonstrating our inherent lack of trust?
In this session, we'll explore how trust has evolved over time, and share practical ways to build trust between customers and brands using social media and community engagement.
Key takeaways:
10:45 am–11:00 am
Official Drink Sponsor:
Track A: Social Media Advertising and Paid Media Best Practices | Track B: Harnessing Social Media Insights to Improve Strategy & Drive Revenue |
11:00 am–11:40 am How PwC Drives Business with Powerful Social Targeting 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.
| 11:00 am–11:40 am Creators, Your Brand’s Best Friend: How to Run Successful Influencer Marketing Campaigns on YouTube Influencer marketing has been the key pillar of Amino’s global growth – our app has been downloaded 30+ million times and achieved a 4.8 star rating in the app stores. In 2018 alone, we launched 5000 campaigns on influencer YouTube videos across 7 languages. Why is it so effective? How do we do it? We will:
In this session, you will learn:
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11:50 am–12:30 pm Cutting Through the Crowded Newsfeed – Brand Differentiation in Social Advertising With consumers scrolling through an average of 300 feet of newsfeed content each day, it’s becoming harder for brands to get noticed at all – never mind conveying a brand message, increasing consideration or generating a sale. As marketers, our number one challenge in social is capturing increasingly scarce attention in an environment that is ever more saturated with content. Doing so successfully requires us to take a new creative approach. In this session, participants will learn:
| 11:50 am–12:30 pm Creating Insights-Driven Community Building Campaigns The best marketing campaigns start with great customer insights. In this workshop, you will learn:
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12:30 pm–1:30 pm
1:30 pm–2:10 pm
GenZ is Redefining Social Media: What You Need to Know
GenZ continues to be shrouded in mystery and myth for many marketers. This is the most diverse generation in America's history, yet there is more consensus among them than we're led to believe. They've never known a world without technology, yet they thrive on community and personal connection. They represent $143 billion dollars in purchasing power, yet few companies are engaging them or meeting them where they are at.
We'll break down the myths and dive into the core tenants of knowing, reaching, and engaging Gen Z based on our work activating over 6 million young people for social good over the past 25 years. Toss the old rules of Social Media out the window, reaching young people today is all about creating community, incorporating IRL experiences, and threading purpose into your brand. We'll share what works, who's doing it well, and the rules you need to build a social media strategy that ensures you aren't left behind.
Key takeaways:
2:20 pm–3:00 pm
Starting From Scratch: Fighting for the Future of Marketing
How do you balance the belief that marketing can and should be held responsible for contributing to the bottom line of a business with the desire to do work that people don't flat out hate? How do we create a generation of marketers willing to fight for the consumer instead of cramming our work into their face? This session seeks to confront the nature of marketing and prove that changing our habits to be more consumer-focused has a positive impact on our results and, more importantly, the future of what we do.
This past December, I joined a recently acquired startup that had never launched a marketing campaign before. Up to that point, they'd never hired a marketer. I viewed the opportunity as a clean slate to test a belief that drawing a line in the sand is actually a better marketing strategy than following many of marketing's "best practices". I believe these efforts could swing the pendulum of social marketing back towards fighting for the sake of the consumer. This generation could be the one to stand up and say, even with the tools we have, people still matter. And that generation will be revered for turning around the degradation of engagement we find ourselves in today.
Key takeaways:
3:00 pm
Summit Concludes