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Day 3 Programs

Thursday, April 30, 2020

Main Stage Sessions

9:00 a.m–9:40 am

Keynote: #ValuableVoices: The Evolution of Influence

Kerrie Smith
Content Strategy Lead

Influencer marketing has been widely debated - one week it’s dying a slow death, the next, it’s the answer to every marketer’s problems. The fact is, it’s here to stay. Consumers are particular about how they let in advertising into their daily lives, and influencer marketing is widely accepted. On most social media platforms, influencers are known for producing visual eye candy, but on Twitter, they’re recognized for their voice. This key difference creates an opportunity to more authentically deliver a message on behalf of a brand. 

In this session, you’ll learn:

  • How top brands are partnering with influencers on Twitter to stand out in unexpected ways 
  • The simple, creative principles that will help you drive conversation

9:50 a.m–10:30 am

Keynote: Changing How We Change: Digital Transformation for Social Media Success

Caleb Gardner
Managing Partner

Social media success depends not just on great social media strategy and execution, but on adapting your entire organization to be able to take advantage of new opportunities in technology and communications. Digital transformation is a team sport, and everyone needs to be in the game. Using case studies from his career in strategy and innovation consulting -- and especially examples from his experience running successful digital teams at the highest levels -- Caleb Gardner will talk about how to plan not just for implementing a new strategy, but for realizing a shared vision of the future.

9:50 am–10:30 am

Panel: Best Practices in Campaign Management and Creative Strategy

Justin Hawkins
Senior Director of Brand Activation
Sarah Pennington
Brand Manager
Samantha Howe
VP Content & Community

2:20 pm–3:00 pm

Closing Keynote

Program C: Paid Media Strategies

11:00 am–11:40 am

Move Beyond Vanity Metrics: How To Get Real Results With YouTube Ads

Tom Leonard
Director of Video Strategy

Online advertising is incomplete without tapping into the second largest search engine that boasts 2+ billion monthly active users. In the last few years, YouTube has evolved from a “should-probably-be-there” channel to a “need-to-be-there” channel that advertisers can't ignore. Tom Leonard, 3Q Digital’s Director of Video Strategy, will explain what you need to know about getting started on and getting the most out of YouTube advertising. He’ll cover creative best practices, the newest YouTube features, and how to analyze the right metrics. This session will help participants plan, launch, optimize, and evaluate campaigns, all while using case studies to bring everything to life.

1:30 pm–2:10 pm

Blending Organic Content and Advertising for Better Performance and Engagement

Andy Pondillo
Social Media Supervisor

In a paid era of social media, many advertisers are positioning huge budgets into ads. From brand awareness to clicks to conversions, the advancement of our industry has blown up faster than we can blink. With that, sometimes advertisers are losing the social media flair in favor of bigger productions. But what if we combined hard advertising with classic social media experiences?

 This presentation is designed to teach users how to drive a narrative to their audience through classic storytelling methods reimagined for a social media landscape. I want you to not only learn how to gain an interested party, but how to engage them over a personalized journey on your page.

Takeaways include:

  • How a well-written copy and creative can create long-form conversions.
  • Explaining how a complete story can be told on social media in less than five seconds.
  • Using storytelling methods that keep a user intrigued during the paid social media revolution.
  • How to minimize your costs when building a successful plan and why it matters.

Program D: Brand Engagement and Audience Growth

11:00 am–11:40 am

Build and Run a Successful B2B Community

David Berkowitz

How do you build and run a successful B2B community? It's often daunting to start one, whether you aim to have 100 members or 100,000. Learn about the different platforms you can use, including the advantages and pitfalls of each one. Get perspectives from several people who built their own - and perspectives on why some have struggled. Explore different monetization models spanning free and paid communities. Find out what approaches are most effective in driving growth and engagement so you can build a community that thrives and lasts.

1:30 pm–2:10 pm

How Overthinking Your Content Strategy is Killing Your Brand on Digital

Jason Burns
Sr. Digital Marketing Manager

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!

Influencer Marketing Track: Case Study-Driven Panel Discussions and Q&A

11:00 am–11:40 am

Panel: An Inside Look at How Brands Are Building Out Influencer Marketing Teams In-House

Katie Bihl
Sr. Manager of Influencer Marketing & PR
Bette Ann Schlossberg
Director of Influencer Marketing & Entertainment Events
Lisa Perez
Head of Social Media & Influencer Marketing

11:50 am–12:30 pm

Session: Measuring the Impact and Performance of Your Influencer Programs

Joel Beckett
Chief Executive Officer

In this session, you will learn how to measure the true value of your influencer marketing campaigns and then scale them impactfully. With more than 10 years of experience working with brands in the space, The Outloud Group has been able to determine the key obstacles that keep brands from success with influencers: traditional attribution models, and measurement. Using examples of successful and impactful campaigns The Outloud Group ran with brands including Grubhub, Wix, and SimpliSafe, the agency will guide you through a new model that will revolutionize your marketing mix, and reveal value that you can confidently measure and adjust for. Every brand deserves to understand its potential to scale, and this session will give you the tools to do so immediately.

Key takeaways include:

  • The major barriers to influencer marketing and best practices for influencer success
  • How to effectively measure your influencer marketing efforts across all channels
  • Predictions for the future of influencer measurement

See Full Agenda

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