DAY ONE: PRE-SUMMIT WORKSHOPS TUESDAY, APRIL 26TH, 2016
Please Note: These workshops are an additional fee and must be signed up for separately from the general summit. You must choose your workshop prior to the start of the event.
Gone are the days when you could post and expect the majority of your Facebook audience to see your content. Now page admins can expect posts to reach less than 10 percent of the audience organically.
In this session you’ll learn new ways to reach your audience or your email subscribers with your Facebook content. You’ll walk away knowing how to:
- Create content that can be promoted on Facebook that adheres to the platform’s rules regarding language and imagery
- Create a custom audience in Power Editor
- Create a Lookalike audience in Power Editor
In this interactive workshop, Jessyca will be teaching the strategy behind writing a social media marketing plan.
Attendees will learn how to write key parts their own plan, including:
- Situational analysis: We’ll identify and evaluate existing internal and external elements that may impact your organization’s ability to achieve objectives.
- Listening analysis: We’ll determine key listening tactics that enable you to gather feedback and use it to set effective social media goals
- SWOT analysis: We’ll look into how to navigate the most renowned tool for audit and analysis of overall strategic position of your business and its environment
- Target audiences: Learn how to define your target audience and integrate these insights into your core brand messaging.
- Competitor analysis: How to assess strengths and weaknesses of current and potential competitors and how this provides both an offensive and defensive strategic context to identify opportunities and threats.
- Implementation plan: We’ll understand how all of the above activities and tools come together to create actionable social media platform specific marketing tactics.
Keeping up with the rapid pace of Social Media is overwhelming. Facebook, Twitter, LinkedIn, Instagram and Snapchat are all great resources to network with friends, peers and keep up with the trends, but have you integrated these tools into your marketing and sales strategy? Further, do you understand the frameworks that allow you to use these tools effectively? Those who have grasped social media selling have discovered a pathway to bigger profits and greater efficiency.
In this 3-hour workshop, you will get instruction from three of the world's top social sellers with ample opportunity for 1-on-1 time to discuss your individual goals and challenges. You’ll be given the frameworks, tools, and templates to use in order to become your company’s number one salesperson.
Attendees can expect to learn:
- How to establish an online presence that drives thought leadership and revenue
- The process for leveraging the social graph and growth hacking tactics to fill your pipeline
- Developing buyer centric content that stands out
- Advanced tips and tricks for generating leads using social media
People abandon carts, don't convert on site, are just trying to learn more, or found your ad interesting; they are raising their hand that they have interest in what your business (or client's business) is offering…but what are you doing about it?
Welcome to the world of pixels and retargeting. Join Jeff Fishbain (Brand Networks) and Cassandra Clark (Facebook) to learn more about:
- 3rd party vs. Facebook pixel retargeting
- WCA, DCM, MCA, and what all these acronyms mean
- Measurement capabilities
- Advanced retargeting strategies and best practices
- Practice your skills and apply your knowledge towards increasing conversions from "warm leads"
In this interactive, hands-on workshop, Dayvee will walk attendees through:
- The latest trends and developments in digital media and what trends digital content creators need to be aware of
- How marketers like you can position themselves for success in a flooded market
- How to extend your reach by contributing to other outlets
- How to turn your smartphone into a professional multimedia tool
After this workshop, attendees will leave with:
- A detailed list of recommended gear to complete a mobile digital kit (that can be made for under $200)
- Recommendations for basic apps needed for digital photography, videography, interviews and social media management
- A framework for starting your own brand building platforms
You'll be creating, editing and presenting a short video - so bring your smartphone! Selfie-sticks also encouraged - bring yours with you if you have one.
The biggest content marketing challenges brands face are typically targeting content to decision makers and ensuring content is always engaging. These challenges are real yet highly solvable, even for resourced-challenged brands. The answer comes in using dynamic, straight-forward creative techniques to expand the quantity, specificity, and attractiveness of content marketing ideas. Using the techniques shared in this workshop, brands can significantly improve their effectiveness through identifying meaningful content ideas for their audiences and doing so in a more time-efficient manner.
This session, targeted at content creators and those managing content marketing, will highlight 7 lessons and associated techniques for creating fantastic content marketing.
Attendees will learn creative ways to:
- Use an audience persona as the foundation to generate hundreds of content marketing ideas
- Grow your audience by turning ideas into content efficiently and regularly
- Integrate conversion-oriented messages into your regular content stream
- Develop alternative strategies to creating fresh content on an ongoing basis
DAY TWO: GENERAL SUMMIT WEDNESDAY, APRIL 27TH, 2016
Over 60% of commercial messages are avoided by people who simply turn their heads. Seventy percent of apps downloaded will be used less than 10 times.
Whether you’re in CPG, apparel, food or digital, businesses in every vertical share a single, dirty little secret of: our customers are disengaged.
You can buy new users. But you cannot buy engagement. There’s no amount of advertising trickery that can make people to return to your site over and over again, use your app everyday, make repeat purchases and spread the word about your product, for a lifetime.
But there are brands and products that have figured out a new, insight-driven path beyond the tired old story of companies begging customers for just one second of their valuable attention. Brands like MyFitnessPal, Pinterest, Slack and Airbnb have figured out how to engage in wild, lifelong two-way love affairs with their customers, while the rest of the marketplace struggles to build brand love and achieve increasingly critical engagement goals.
MyFitnessPal’s former VP of Marketing, Tara-Nicholle Nelson, will share a replicable method and micro case studies revealing how you can use insight, real-time listening, the science of behavior change and predictive data science to:
- Shift your digital and content marketing focus to the people you serve from the product you market
- Map the relevant piece of your audience’s real-life experience of trying to be healthier, wealthier and wiser using a method that reveals clear direction for your digital, content and marketing programs
- Create and deliver content and media that triggers their existing dreams and aspirations, then reaches them in critical moments along their journey
- Develop a clear roadmap for engagement marketing that will spark a two-way love affair between your company and your customer
Track A: Mastering Content Creation & Storytelling for Higher Brand Engagement
Track B: Optimizing Social Channels for Personalized Brand Interaction
Track C: Capturing Social Media Data & Accelerating ROI
The consumption of social content continues to shift from static assets to video. Major social networks are building in new video functionality and listing features, and engagement rates on video assets outpace static imagery across networks by 3-4x. Ultimately, the strategy and tactics for strong social video are far different than traditional media, or video assets built for TV. Brands are noticing the trend- 2016 marks the first year that Fortune 500 brands will spend more on digital media than television.
YouTube continues to be king in the world of social video, and brands must harness a consistent content strategy to take full advantage of the platform. This talk will walk attendees through how Intel launched their social video program, including social video BKM’s, a powerful content strategy for YouTube, and how they built on the value of the platform through audience development and repeat consumers of social video content.
Key takeaways include:
- How brands can take advantage of YouTube through a consistent content strategy
- How social video is different from traditional media and how this should impact your intiatives
- Understand YouTube’s recommended content model (Hero, Hub, and Help/Hygiene) and why it actually works
- How to get your best value out of YouTube through a captive, dedicated audience
Consumers now expect to hear back from brands within a matter of minutes – and are finding new ways to connect across all social platforms. Social media managers are tasked with forging that valuable personal connection with each and every consumer, finding the right voice, tone and answer for anything thrown our way.
In this presentation, Rachael will highlight ways to efficiently and effectively forge personal connections to your consumers through key social channels, using her work with the Maytag Man on social as a prime case study.
Key takeaways include:
- How to build a concrete process and set of guidelines for consumer interaction across different social channels
- The importance of maintaining a consistent and reliable brand tone, voice and authenticity through all consumer interactions
- How to identify, connect with and reward key consumers to create an army of brand ambassadors
- How to leverage valuable insights to reflect your consumers’ values and create winning content
- Taking personalized, one-on-one engagements to the next level through specific campaigns and video customization
Have you ever spent hours creating a social media report that nobody actually looked at? Have you ever had to prove the value of your social efforts? This session will show you how to cut through the clutter of social reports to find the actionable insights that will really make your content better.
Some questions I’ll answer:
- What’s a content competitor and how to do you find them?
- How do you choose the right goals and metrics for your business?
- What are the easy things I can do to see immediate improvement?
- What do I need for long term success?
- How do I build on the success I’ve already had?
I’ll show you exactly how CareerBuilder measures themselves against competition, and how our method helps us reach our goals.
Five exabytes – that’s 50 with 18 zeros after it – of content were created between the birth of the world and 2003. In 2013, five exabytes of content were created every day. With content at the top of every brand’s marketing lists this year, how do you create even just one piece of content that resonates and influencers your potential customer? How do you break through the seemingly impenetrable human firewall created by today’s information overload?
Bryan will breakdown his 5 Steps to breaking through the Human Firewall. During this session, attendees will learn about:
- How the genetics of content consumption work
- Build a working knowledge of sensory content that maps to the basic human needs
- Develop emotional stories that connects to the human desire to learn and grow
- Explore cognitive technologies that are going to enable marketers to learn and predict outcomes
Content has become a major part of LinkedIn and their ecosystem extends well beyond the newsfeed. In this case study, Mickey will share how Microsoft effectively reaches decision makers in a niche space - education.
Hear how Microsoft partnered with LinkedIn to bring awareness and drive traffic to their OneNote technology to help teachers in the classroom. Mickey will share how they were able to reach their target audience of individual teachers, but also an entire network of key decision makers in the educational space.
Attendees will leave with:
- Clear, actionable tactics for connecting with leaders across multiple industries through LinkedIn
- 5 best practices for successful Content Marketing campaigns on LinkedIn
- Lessons learned from Microsoft’s campaign that attendees can apply to their own LinkedIn strategy
When it comes to content marketing success these days, success seems defined as “you get what you pay for” in many cases. Even the best content needs a paid lift to catch readers orbiting at high speeds, and increase view frequency to improve engagement and conversion. The good news is that there is proven method in the mix: a three-dimensional mix of organic curation, creative production and promoted connections. When you learn the tactics to mix all three properly, you’ll get the ROI you demand from your content marketing investment. In this session you'll learn how and when to take the three steps to catapult your content marketing, and how to evaluate whether or not it's working.
- Learn the 3 step process to ensuring social media ROI
- Discover the 1 trick that will save you time and revisions when working on your social media content
- Use practical tips to evaluate your results
In December 1995, the Editors of The Onion watched with astonishment as the article “Clinton Deploys Vowels To Bosnia.” crisscrossed the message boards, usenet groups, and email lists that made up the internet of the time. Never ones to pass up an easy buck, TheOnion.com made its debut on the web a few months later.
Selling ads and sponsored sections on our website has been a winning formula for the past 20 years. But social networks have disrupted this model- not just for The Onion but for all major publishers. New formats, emerging user experience trends, and direct sold social ad inventory are pushing publishers toward new, previously unthinkable, distribution strategies as the difference between social channels and owned and operated channels decreases. The smartest brands will work with publishers to use these new tools to bring their stories directly to consumers.
Attendees will walk away with a better understanding of:
- Changing distribution patterns in the online publishing industry
- New models for sponsored content distribution
- Emerging ad products and metrics
- How Brands can take advantage of these new opportunities
The social media department has an overwhelming responsibility. In many ways, the deck is stacked against it. Demands from the c-suite to demonstrate ROI from social media is at an all time high. The tools and technology are changing at lightning speed. Resources are limited. Additionally, most of a brand’s expertise rests in the employee ranks across various departments.
The modern marketing department is undergoing a transformation whereby social media engagement can no longer be considered the sole responsibility of one department.
The social media team must build consensus with other departments to willingly participate in strategies and tactics that help to humanize the brand and to communicate the promise of the brand through social.
Attendees will leave with these takeaways:
- Strategy to get buy-in from execs to expand social media engagement across business functions
- A framework to consider when organizing organization-wide social media participation at your company
- Identify the most viable departments to participate in organization-wide social media engagement
- Identify and onboard the employees most likely to embrace organization-wide social media engagement
- Convince domain experts in the business outside of marketing they should participate in organization-wide social media engagement
- Create the “marketing is not one department” mindset in your business
- Unify departments to be part of the organization-wide social media engagement mindset
- Examples of organization-wide social media engagement in action across various industries
Brands like Fresh Step, Glad, Kingsford and Brita are well-known, but may not be what first comes to mind when you think of which brands consumers want to hear from on social channels. In this talk, Gregor will explore how to reach audiences and create advocates by using borrowed affinity - engaging consumers and driving demand at retail partners through microcontent.
At the end of Gregor's talk, attendees will walk away with:
- Some examples of successes and failures where brands have connected, or failed to connect - and lessons Clorox brands learned in the process
- What "sense and respond" content means for Clorox
- Rules of the road for engaging content
- How these rules of the road are changing, and continue to change, and how brands can adapt
Social media and mobile marketing go hand-in-hand. One of the biggest challenges that many mobile marketers face is understanding how consumers utilize social media on their mobile devices - a device that consumers have developed a unique relationship with. Not only that, but the way in which consumers interact with brands on their personal devices tends to vary.
In this presentation, Nick will explore different methods TangoTab and other brands use to reach and engage with mobile users, along with examples of how cause marketing and mobile work together.
Key takeaways include:
- How to use this vertical to gain trust with your consumers
- How to tie mobile marketing into your current strategy
- How to tell your brand’s story through social and mobile
- Ways to measure your return on mobile investment
The University of Chicago has increased their yearly Facebook engagement by 195% by rebuilding their content strategy. Extracting, analyzing and interpreting social media data is a daunting and time consuming task, but thanks to Facebook Insights, we already have that information at no cost. In this session, we’ll explore how to make sense of the data in Facebook Insights and use that to build a solid content strategy.
At the end of this session, attendees will walk away with:
- Tactics you can use right away toward building your content
- What to look for in Facebook Insights to get measurable data
- Tools you can use in combination with Facebook Insights to build a content strategy
- How to leverage audience profiles in Facebook Insights
Although Snapchat and Instagram marketing are still pretty niche, these fast-growing social networks are challenging how brands are expected to engage online. And these trends are spilling over into other social networks and what users expect to experience there.
In this session we’ll explore these trends, the main reasons why Facebook is losing ground and how marketers need to adapt to keep up with the changes.
It is predicted that social media spend as a percentage of a marketing budget will continue to increase to nearly 21% in five years. As both company and personal use of social media grow, so will the needs for marketers to be on more social networks, creating more content, and engaging with more users in order to reach social media strategy objectives.
At the same time, employee advocacy and influencer marketing initiatives are part of the reason why more corporate marketers are bringing social media back from their agency in-house, with those companies not working with outside agencies for their social media doubling in the past year. While these initiatives are close to a company's branding and culture and are strategic in nature, they also require a lot of resources to manage relationships with both internal and external advocates.
As brands take on the role of agency, they need to, in essence, prepare an infrastructure to manage the madness that social media can seem like while reaching strategic objectives. In essence, brands are learning, for a variety of different reasons, that they need to scale.
Scaling in social media is only possible through a few different ways, one of them being the smart use of tools and technology. As more companies invest in a more robust in-house program, making the right investment in the most appropriate technology can significantly improve the efficiency, quality, and ultimately the ROI of your social media program.
In this keynote presentation, Neal Schaffer, CEO of Maximize Your Social, will show you how to create a rational social media infrastructure that can scale together with a review of the technological landscape of what is possible with social media tools and teach you:
- The elements necessary to scale your social media program
- The role of technology to help you achieve scale
- The different types of technology that exist for different social media objectives to drive greater ROI
- How to perform a social media technology audit
You may not realize their power, but your employees are among some of the best brand advocates that you have at your company. These individuals are passionate about your business, its values, and their everyday focus is on helping your business succeed. They are authentic, educated, and will put themselves in other customers' shoes to help create a stronger understanding about whatever it is you're selling.
Activating your own employees can be one of the best strategies you can put into place, so why not learn how to engage them to become an advocate for your business?
DAY THREE: GENERAL SUMMIT THURSDAY, APRIL 28TH, 2016
What comes to mind when you think of a creative spark? Random revelations? Out-of-the-blue creative inspiration has lead to amazing marketing and products, but is unpredictable and hard to wrangle. How do you transition from accidental creativity to intentional creativity? Today’s most consistently successful brands and artists - the highest performers - have a scientific, repeatable formula for creativity. Discover the secrets behind their intentional creativity - and learn how to create your own model.
Track A: Managing Customer Experience & Support Across Channels
Track B: Build Out Advocacy & Engagement Programs
Track C: Harnessing Social Selling & the Transformation of the Marketing Role
According to recent surveys, the satisfaction level that most people feel for the federal government is dropping. At the same time, the level of distrust is growing. Can social media help play a part in reversing these trends? David will discuss how federal agencies are finding ways to overcome internal challenges in order to better communicate with and serve the public.
Key takeaways will include:
- Exposing the challenges of using social media for the government
- Overcoming the major barriers faced by federal agencies
- Improving citizen services through social media engagement
- Reinventing the future government for better social communications
While not the first strategy most brands consider, intriguing opportunities exist to attach a brand's social media presence to high visibility events. As the Kansas City Royals began their 2015 run to the World Championship, the Kansas City Public Library inserted itself into the post-season social media hype. The library created Royals-themed book poetry photos, sharing the images to tweak public libraries in the cities of Royals opponents. The campaign earned national media attention in the US and Canada, and provided a clear boost in the Kansas City Public Library online audience.
This case study will translate this sports-related success story into actionable strategies to:
- Creatively identify appropriate events offering attention opportunities for your brand
- Develop a workable real-time approach to launch and respond to event-related social conversations
- Capture metrics to document the strategy’s brand impact
Every single day, there are over 1 billion people on Facebook, 100 Million hours of video watched, millions of inputs that determine what shows up in a News Feed, and over three million businesses actively advertising to people on Facebook. How are you going to ensure your ads stand out?
In this session, you will learn:
- How the Facebook Ads Auction works
- How to maximize delivery & stay competitive in the Ads Auction
- How to achieve more conversions with Facebook
Gone are the days when marketing professionals must fight to introduce social media to the marketing toolset. Today, the C-suite recognizes the power of social to connect with our audiences and they’re looking to us to demonstrate clear impact. Find out how Johns Hopkins Medicine’s Internet Strategy Team uses a social media command center to monitor, inform, respond, amplify and publish, how they engage customers with content most relevant to their journey, and how they balance the complex business and academic objectives of the world’s leading academic medical system.
If you've heard of GMOs, you've probably heard of Monsanto. The global company has its share of critics. But it also has thousands of farmers and agricultural professionals and 18,000+ employees who are eager to share their stories about working with and for the company that is playing a pivotal role in helping farmers to feed a growing population. Learn how the social media, brand, media communications and internal communications teams at Monsanto work together to share relevant content for their audiences to build trust with consumers about GMOs and modern agriculture.
- Learn how the teams work cross-functionally to share content and ideas
- Our process to provide useful content to our current fans and employees to share with their networks
- Build an employee ambassador and advocacy network
- Utilize executives to promote the brand
Marketing people throughout the world are constantly asked to justify their spend on social strategies by providing a measureable ROI. Yet social selling and social marketing are about more than sales; quantifying the ROI requires a more complex formula.
In this session you will learn:
- How to create an effective social selling strategy
- How to “sell” the social strategy to the C-Suite and gain full funding for your programs
- How to create a social DNA throughout the enterprise
Social media is one giant focus group. If you listen well, your audience will lead you to the best content for your brand’s niche. Explore how Teach For America utilizes social listening to select content that ignites conversations about how education affects everyone and everything. Through these conversations, we are able to nurture and create a sense a community that keeps circling back to our content for more.
In this session, we’ll pull back to the curtain to show you how we differentiate content for Facebook, Twitter and other channels, building a loyal following on each. Then learn how we provide value for our audiences so that they return to our channels again and again. After all, your audience always knows what your audience wants – the trick is to listen well so you can give it to them.
Learn how Marine Corps recruiters use Facebook for Business to increase transparency around the recruitment process, bolster awareness and attract talent. The Marines use a localized social media strategy to tell the story of “The Few” who have chosen a path of military service. Marine recruiters are trained to use social media personally and professionally. They’re empowered as brand ambassadors to capture the life changing micro-moments often encountered on recruiting duty and turn them into heartfelt stories.
Learn the relationship between social media strategy and how tactics employed at the local level have enhanced the recruiting process for the Marines. Chances are, your company hosts a variety of online and offline interactions that are perfect for creating depth and meaning for those involved with your business. We’ll cover strategies we used to activate our employees as brand ambassadors so you can do the same.
Social business strategies covered in this session:
- Enterprise to local; managing multiple owned social media brand channels.
- Social Media Education; training employees in a large organization.
- Building a content pipeline; cultivating an allegiant audience around business objectives.
- Leveraging employees & customers; social proof to grow advocates and generate earned media.
- Key considerations; sharing employee generated content and other amplification strategies.
So you’re at a Social Media conference and here we are getting ready to talk about …traditional media. *collective eye roll*
But let’s be honest, the truth remains that traditional media is still considered highly credible, and many of today’s decision makers are still putting some of their faith and attention in television, radio, and print.
But we can’t deny that traditional media is losing ground to social media.
So how about we do something revolutionary at this conference…let’s talk about how to integrate your offline and traditional marketing efforts with your social and online marketing to drive brand awareness.
As a famous person once said: "One touch point isn't cool, you know what's cool? Lots of touch points."
As Social Care continues to grow and become a top preferred channel of communication for consumers, organizations are finding it challenging to bridge the growing communication gap between Social Marketing, Social support and the overall Customer Experience. In this session, Miri will discuss ways for organizations to effectively bridge that gap and close internal silos. She will share from her own experience at Microsoft and provide practical insights that will change the customer experience for the better.
- Trends in social care and what customers want from brands
- Understanding key internal players that impact the social space and how to partner strategically with them to deliver a unified social voice to customers
- Hacking social content – How to leverage multiple sources within the organization to take the customer through their anticipated journey in social channels
Your company leadership, employees and independent contractors each have voices in social media. Imagine harnessing the power of those trusted profiles to amplify your brand’s message, while increasing employee engagement and creating a platform for internal communication.
At Coldwell Banker, we’ve launched the first successful Beta test of a social engagement platform.
During the presentation, we’ll be exploring:
- Key considerations for companies when curating and selecting content that will resonate with all levels of employees and independent contractors
- Examples of successful program launch ideas for prime engagement that any company can use
- How to incorporate gamification to improve communication and motivate employees
- Program results and metrics Coldwell Banker has seen and how they use these results to improve social investments
More than half of all social engagement happens before an event takes place. Through case studies, explore how Cigna and other brands use social media tactics to elevate brand visibility, broaden online audiences, generate participant engagement and showcase company commitment before and during events – both charitable and sponsorship.
Key takeaways include:
- Negotiating social media into sponsorship agreements
- Value of integrated communications strategy
- Five tactics to engage your target audience prior to an event
- The “meet-up” concept comeback
- Five tips for a successful real-time, onsite social experience
You are failing to recognize 50% of the value that social is driving for your organization. The explosion of mobile messaging and private sharing have dramatically increased the impact that dark social has on your digital properties. In order to succeed in this world, social marketers must be able to measure what traditional web analytics can’t. This session will demystify dark social by clearly defining it and giving you the tools you need to effectively measure it. Attendees will leave with with the knowledge they need to enlighten their colleagues, demonstrate bigger results from the social team, and earn more organizational resources.
- Learn about how the explosion of mobile and private sharing is a hidden force that is deeply affecting your business
- Get practical, actionable advice on how to measure the value of dark social to paint a bigger picture of your social’s organization’s success
- Hear a first-hand account of how dark social is impacting marketing strategy at a peer organization