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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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.

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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.

It’s one thing to have an influencer, but it’s another thing to utilize them to their full potential. The match between an influencer and a brand takes foresight, strategy, research and the ability to customize content specifically for the influencer.

In this session, learn how the CEOs of PinkDear helped re-strategize the NFL’s fantasy football social brand by working hand-in-hand with the brand’s influencers to maximize their social media following.

Key takeaways include:

• The importance of developing a relationship between the brand and the right influencers on social media
• How to maximize influencers for a brand
• How to create custom content distinct for all parties involved

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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, 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.

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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:

• How to scout profitable promotion opportunities on social media
• How to develop content that adheres to and supports your brand’s core values and mission
• How to measure “success” on social media (establishing benchmarks, level-setting expectations, etc)

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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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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:

• Why it’s essential to understand your employees
• The disconnect between what you want your employees to do on social media vs what they actually want to do  
• Why they need your help as a professional marketer!

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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.

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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:

• 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

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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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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:

• Present our influencer marketing strategy, sharing the concept and execution of user acquisition-focused campaigns that start on YouTube video integrations and turn into in-app interactions, sparking collaborative content creation between users and creators. Fans and influencers work together in the same storytelling;
• Present the Amino Partners case study, the influencer program developed to allow VIP content creators to monetize their own Amino communities on their terms and generate revenue from the content they create. By charging a paid subscription, creators offer exclusive content and experiences to their superfans - from sneak peek videos and collaborative content events to 1:1 voice chats between users and their YouTube idols.

In this session, you will learn:

• How to create an effective influencer marketing video campaign
• How to find the right influencer to endorse your brand
• How to create long-lasting relationships with creators
• How to integrate content into your influencer strategy

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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:

• The true scale of attention scarcity, and the barriers to breaking through content clutter
• The factors that most drive consumer attention, interest and recall in the newsfeed
• The typical ways people consumer social content now, and how to make those habits work for your brand
• A simple creative framework for developing effective, thumb-stopping in-feed content

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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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