Pre-Summit Interactive Workshops
Tuesday, February 27, 2024
8:00 a.m.–11:00 a.m. PT
Building Your Content Strategy: Own, Scale and Maximize your Audience on Social
Do you ever feel like you’re just shouting into the social media void? Despite having a presence across every major platform, your content rarely gets engagement and your views count barely budges. I get it – simply having social media accounts is not enough these days. You need a focused content strategy tailored to your brand and your audience.
A misaligned social media content strategy wastes time and money while confusing audiences and eroding your brand. This lack of clarity and commitment results in lots of busy work with minimal results and a strategy that no one can clearly articulate. As a result, your social media performance stagnates and its value return comes into question. And to add insult to injury, competitors, reviewers and influencers continue to own more of your audience than you do.
Sounds familiar? Luckily, I can help. With over 10+ years of experience driving audience growth for major entertainment brands like Sony and the BBC Studios, I've developed proven methodologies for unlocking lasting audience growth.
You need an actionable content strategy, charting a clear path forward: one that pinpoints where you are and the challenges you currently face. It should anticipate opportunities and obstacles as you drive toward growth. A content strategy is not just what you want to achieve but how.
Join my workshop, and together we’ll discuss how to craft an authentic content strategy that puts your audience and business first.
- Cultivate audience relationships with valuable, shareable and memorable content.
- Leverage your brand's insider knowledge to craft a winning strategy.
- Transition from viral trends to sustainable audience growth.
- Identify untapped opportunities and refine output with exclusive content.
- Align social content with business goals for measurable ROI.
- Nurture enduring audience connections for long-term growth.
- Balance the value return to your audience and your business.
Agenda and Activities
- Create content your audience loves
- Build emotional bonds through value
- Leverage insider brand access
- You or others: Who engages audiences better?
- Test and refine content
- Extend brand identity strategically
- Identify and fill content gaps
- Offer exclusive content competitors can’t
- Provide what others won’t
- Align content and growth with business goals
- Use content to increase audience & business value
- Integrate social with broader marketing & sales activities
Social & Video Content Strategist
11:00 a.m.–12:00 p.m. PT
Lunch Break
12:00 p.m.–3:00 p.m. PT
Your Full-Funnel Social Marketing Blueprint: Attract Attention, Drive Engagement and Build Brand Loyalty
Brands that are winning today understand that interrupting consumers with heavily produced TV spots is no longer the way to build a brand or attract customers. In fact, people have figured out every which way to block advertising.
But that doesn’t mean people don’t like discovering new products – supporting and talking about brands they love. Just look at Liquid Death, a water brand that went from an idea to a billion dollar business in a few years with almost no traditional advertising. Or Stanley, a company that has been around for over a century but saw sales explode after connecting with the right group of influencers.
The new formula is about understanding what works today to attract social media attention and use that to build a loyal community that drives sales.
In this presentation, Jason will share case studies of brands that have done this well and then lead an interactive workshop on how you can apply this same framework for your brand. You will leave with a blueprint for how to create a social-centric marketing framework that drives full-funnel growth.
Key takeaways:
- The new social media tactics and strategies that some of the world's most beloved brands online use to turn audiences into growth
- A new metrics-driven formula for recognizing and growing brand loyalty
- How to supercharge your brand-storytelling to get the right type of attention
- How to build your own blueprint for different brand and audience scenarios
Live Virtual Conference
Wednesday, February 28, 2024
7:55 a.m.–8:00 a.m. PT
Welcome Remarks by Summit Emcee
8:00 a.m.–8:45 a.m. PT
Case Study
Auntie's Anne's Twist on Content Strategy
In this session, Bari will break down how she strategizes content and how to approach making your brands stick out on the feed. With working on Auntie Anne’s and Jamba, she has proven that tapping into culture has been successful and helps unleash a new level of potential on social. She will also give you tips and tricks on how to stay motivated when creating and ways to test different strategies with your own brand content.
You’ll learn:
- Steps to take if you want rehaul your content strategy
- Best practices for creating engaging content strategies
- Tips + tricks on how to stay motivated
8:45 a.m.–9:30 a.m. PT
“Ask Us Anything”: Everything Content Creation — Creativity, Planning, Collaboration, and Execution
This panel of marketers is here to answer any and all of your questions. This session will be AMA-style, so come prepared with anything you want them to answer related to content creation, including creativity, planning, collaboration & execution.
9:30 a.m.–9:45 a.m. PT
Break
9:45 a.m.–10:30 a.m. PT
Maximizing Impact: Creating a Holistic Strategy for Organic and Paid Social
During this session, we'll uncover the secrets behind integrating organic and paid social media to supercharge your brand's online presence. Get ready to discover key elements of a holistic strategy, learn powerful techniques to seamlessly align organic and paid efforts, and walk away with actionable insights to optimize every aspect of your social media game. This session is packed with practical advice to take your social media strategy to the next level.
Here's what you'll take away from this session:
- Discover the key differences between organic vs. paid social media.
- Understand the vital ingredients that make up a holistic social media strategy.
- Strategically align organic and paid social components for a consistent brand narrative.
- Unlock best-in-class examples of organic and paid social media.
10:30 a.m.–11:15 a.m. PT
A Deep Dive into Building Successful Influencer Partnerships for All Brand Sizes
During this session, Melissa will dive deep into how to leverage influencers for your brand...big or small. Everything from planning a budget, finding an influencer that works for your brand, creating a contract, communicating with talent management, utilizing the content created, measuring its success, and overall, how to build a successful relationship. I will provide past examples from my work with mega, macro, and micro-influencers. This presentation offers the KEY to leveraging influencers to increase brand awareness, engagement rate and followers. This session will benefit social media managers, big brands, small brands, and even creators.
Key takeaways:
- Best practices for communicating with influencers and talent managers to create a fair and prosperous contract.
- Elevate your campaign with influencer marketing and learn from recent and successful campaign studies.
- Tips for large and small brands to execute paid and unpaid collaborations
11:15 a.m.–11:45 a.m. PT
Break
11:45 a.m.–12:30 p.m. PT
How to Strategize and Create Engaging, Short-Form Video Content
In a world where creators own the organic social media landscape, it can be difficult for brands to “compete” with the constant influx of original short-form video content on platforms like TikTok and Instagram Reels. Having worked both agency side and in-house, I’ve seen how daunting it can be for brands to “let go” and adapt to a world where trends and storytelling rule. However, when harnessed correctly, organic short-form videos have the power to transform brands and their social media presence. During this session, you will learn how to ideate and create short-form content accurately and authentically with your brand’s goals in mind, setting you up for success to make an impact, entertain audiences, and maximize your brand’s reach.
Key Takeaways:
- Effectively approach and strategize short-form video content in 2024.
- Understand and define your brand’s tone of voice with short-form content.
- Best practices for editing and posting short-form videos (as of now), getting the most out of your viewers to boost engagement/shareability.
- Support your short-form content after posting to help increase brand visibility.
12:30 p.m.–12:45 p.m. PT
Thought Leader Spotlight
Beyond Engagement: Improving Marketing ROI Requires End-to End Marketing Infrastructure
This session will explore the significance of creating an interconnected infrastructure within marketing organizations that integrates planning, development, publishing, and optimization roles. We will examine how such integration positively affects performance and cost savings, thanks to enhanced insights, data democratization, and quicker decision-making. Additionally, we will discuss the implications to governance for companies, enabling them to minimize risks throughout the marketing process.
- Current marketing process is fragmented – Planning, Development, Operations, Analytics and Governance
- Fragmented state doesn’t allow for teams to get insights to create best practices
- Taxonomy that is critical for a feedback loop gets lost
- It is next to impossible to measure true marketing ROI, marrying the outcomes with the effort
- Centralization is the first step to automation including use of AI for Marketing
12:45 p.m.–1:00 p.m. PT
Break
1:00 p.m.–1:45 p.m. PT
Supercharge your Brand Presence: Developing a Content Strategy and Establishing Meaningful Engagement on Social Media
In today's world where brand is increasingly important, there is an opportunity to tap an underutilized content asset with your organization that sparks dialogue: thought leadership. 89% of decision-makers say thought leadership has enhanced their perceptions of an organization.
Join this dynamic session where participants will be guided through the art and science of harnessing unique perspectives to develop a content strategy and elevate your brand presence.
Key takeaways:
- Develop a content strategy: Develop a content strategy that harnesses brand and executive thought leadership. Understand the types of content that resonate with your target audience and establish consistency.
- Effectively engage to create dialogue: In addition to publishing, discover techniques for engaging with your audience on platforms like LinkedIn, including building meaningful community, participating in discussions, and leveraging analytics to refine your approach.
- Harness executive and SME knowledge and passion: Learn how to recognize potential thought leaders within your organization, who can authentically represent your brand and industry expertise.
1:45 p.m.–2:30 p.m. PT
Panel
The State of Social Media – Where Are the Biggest Opportunities for Marketers in 2024?
Join us for an insightful panel discussion on "The State of Social Media – Where Are the Biggest Opportunities for Marketers in 2024?" as we delve into the forefront of digital marketing. Explore the intersection of AI and social media, unraveling how companies are currently leveraging it and the untapped potential that awaits. Navigate the evolving social landscape in a "post-Twitter" era, examining the shifting dynamics and emerging opportunities. Gain valuable insights into the future of influencer marketing and content creation, understanding how brands can effectively collaborate with influencers and creators in 2024. Don't miss this session for a forward-looking exploration of the most promising opportunities for marketers in the ever-evolving social media landscape.
2:30 PT
Day One Concludes
Live Virtual Conference
Thursday, February 29, 2024
8:10 a.m.–8:15 a.m. PT
Welcome Remarks by Summit Emcee
Asst. Professor & Graduate Coordinator, Dept. of Comms and Media Studies
Southeastern Louisiana University
8:15 a.m.–9:00 a.m. PT
Data-Driven Social Media: How to Leverage Insights to Drive Strategy
In the dynamic landscape of social media, the ability to effectively communicate the rationale behind strategic shifts and pivotal decisions is crucial for garnering support across various stakeholders. This session delves into the pivotal role of data in shaping these narratives and explores the art of selecting the right metrics to convey compelling stories to different audiences. We'll discuss the proactive construction of dashboards tailored to your specific needs, insights into what marketing leaders should and shouldn't see, and strategies for delivering impactful insights that drive meaningful change. By the end of this session, participants will be equipped with the knowledge to discern which data points are instrumental in aligning social media strategies with organizational goals.
Key Takeaways:
- Uncover the internal metrics essential for gauging the overall health of your social media channels.
- Identify granular metrics that signal the need for strategic adjustments and heightened attention.
- Understand the metrics that resonate with marketing leadership and drive investment in social program success.
9:00 a.m.–9:45 p.m. PT
Unlocking Your Brand's Creative Advantage in the Age of AI
This keynote is perfect for: inspiring brands to bring AI into their creative workflow, giving marketers confidence in their own creativity, improving creative effectiveness
The secret to unlocking your brand’s creative advantage in the age of AI is not the technology, it’s your people. In this talk, we’ll reveal how great marketing teams will leverage this people-first superpower in order to unlock the full value of AI tools at their fingertips.
While AI will ultimately impact nearly every part of the business, this talk focuses on what marketers can and should do now. Illustrated through real industry examples, attendees will leave with:
- A new perspective on the partnership between people and AI, including the critical marriage of the two during the insights generation and ideation stages of campaign development
- Ready-to-use prompts for leveraging AI to turn customer insights into creative concepts that capture attention and drive business results
- A renewed passion for the even-more-critical role of testing and learning in the age of AI and a framework for continued learning
As technology reaches new heights, innovative brands will embrace new capabilities and efficiencies. Winning brands will do the same, while simultaneously doubling-down on creating cultures and processes that foster human creativity.
9:45 a.m.–10:00 a.m. PT
Break
Speaker-led Roundtable Discussions
10:00 a.m.–10:45 a.m. PT
Join one of our small-group video roundtable discussions to share new ideas with your peers. Speakers will lead these discussions. There will also be open networking tables to meet and greet other attendees.
Join one of our small-group video roundtable discussions to share new ideas with your peers. Speakers will lead these discussions. There will also be open networking tables to meet and greet other attendees.
Topic A: Engaging a B2B Audience on Social  | Topic B: Leveraging AI Tools to Make Your Job Easier  | Topic C: IG Reels vs. Stories: Finding the Best Place for Your Content  | Topic D: How to Research and Explore New Social Platforms for Your Brand  | Topic E: Navigating Negativity on Social Media  |
10:45 a.m.–11:30 a.m. PT
How to Grow & Develop Your Target Audience on Social
A strong social media audience is more critical than ever to the success of brands in 2024.
In this session, you’ll learn how to approach growing and developing your target audience on social media in today’s digital landscape.
We’ll discuss the context for social media growth in 2024, the business case for focusing on growth, and a framework for how to grow your target audience - with advice for newly emerging brands and established organizations alike.
- The new expectations for brands on social today
- The impact social growth can have on your overarching marketing and business goals
- How to strategically approach target audience growth on social
11:30 a.m.–12:00 p.m. PT
Break
12:00 p.m.–12:45 p.m. PT
How to Use Data to Inform Creative and Copy Decisions
Ever find yourself wondering if there was something more you could do to your content to increase its impact? As a writer you have learned to rely on your gut, and though that reliance has merit, that’s just the beginning. There’s also data – and it’s a real giN for those of us who are expected to create engaging campaigns and content day aNer day.
Join Mary Olivieri, Chief Innova8on Officer of The Mo8on Agency, as she shares the secrets of leveraging data in all its forms to boost your content and meet your objec8ves and KPIs.
In this session, you'll learn how data plays a key role in copy development and get answers to:
- What are the best approaches for geWng our audience to engage with our content? • Which crea8ve execu8ons will be most effec8ve and how do I go about determining that? • How do I know if my content is hiWng its mark?
- What difference does a single word make?
Plus, we’ll feature examples from Blue Diamond Almonds, Whirlpool Corpora8on and other leaders in their fields.
12:45 p.m.–1:30 p.m. PT
"Ask Us Anything": How Brands Can Best Leverage User-Generated Content
This panel of marketers is here to answer any and all of your questions. This session will be AMA-style, so come prepared with anything you want them to answer related to how brands can best leverage user-generated content.
1:30 p.m. PT
Day Two Concludes
On-Demand Sessions
Engaging Your Audience: Techniques for Creating Social Media Content that Resonates with Your Target Market
It's no secret that social media is an ever-evolving digital landscape, and now, more than ever before, it is crucial that our social media followers feel seen and heard.
This presentation showcases the importance of finding common ground with your audience.
During this session, we will explore the art of creating this meaningful connection with your followers. We will also delve into the pivotal role of defining your brand's voice, which is crucial in establishing consistency and identity in the digital realm. This session will introduce strategies for creating content to stop the scroll. These strategies include compelling visuals, attention-grabbing taglines, storytelling techniques, providing value, and persuasive calls to action. These approaches are indispensable in a digital landscape where the competition for audience attention remains fierce.
Gain insights into the art of crafting engaging and impactful social media content in the year 2024 and beyond, where your audience not only consumes your content but feels truly seen and heard.
Key takeaways include:
- Learn and cater to your target audience's problems, desires, and solutions when creating compelling social media content.
- Establish a consistent brand voice that resonates with your specific audience and how different brands effectively utilize their voices to connect with their customers.
- Develop practical techniques for crafting content that stops the scroll - including visual selection, taglines, storytelling, adding value, and implementing strong calls to action.
Engage, Educate, Entertain: Mastering Short Form Content Creation
In 2019, I emailed TikTok a sample video of what I had in mind for their platform, and received a follow up email within minutes asking if I could speak directly with their content team.
Over the next few months, I worked directly with TikTok to become one of the first educators on the platform, and then played an instrumental role in TikTok's strategy of educating the public about biology during the pandemic.
Since November 2019, I've garnered the Institute of Human Anatomy TikTok profile 10.4 million followers, and have learned the ins and outs of teaching about the human body in short form content.
During this session, we will cover:
- Teaching Effectively In Short Amounts of Time
- Capturing Attention and Keeping It
- Posting Strategies
- How to Move Followers onto Other Platforms
- Building a Community
