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Day 2 Conferences

Wednesday, February 5, 2020

Main Stage Sessions

9:00 am–9:40 am

Opening Keynote: Storytelling with Empathy: Rise Against the Machines

Miri Rodriguez
Head of Global Internship Program

A distinctive story helps define and successfully communicate unique personal and business attributes. Storytelling has become a powerful business tool in today’s digital age because it begins and ends with empathy, driving an immersive and emotional experience for stakeholders and audiences that inspires them to action. In this dynamic and interactive session, Miri will share practical tools to help you become a skilled storyteller in a looming robopocalypse so that you can successfully keep relevant in the marketplace, drive engaging relationships and win in business and in life.

Key takeaways:

  • What is storytelling…and what is not
  • Ways to tell a story
  • Crafting your story with empathy and Design Thinking Principles

9:50 am–10:30 am

Keynote: How Walmart Approaches Transparency on Social Media

Marissa Kargas
Director, Digital Strategy & Brand Engagement

Walmart constantly strives to be transparent with associates, customers, and stakeholders. Social media is how many consume information, and people can sense authenticity a mile away. Whether the goal is to share news, support a business objective, or celebrate an associate, stories shared need to be representative of our company culture and guiding principles. The most genuine way we can elevate those stories is by using the voices of our more than two million associates.

Key takeaways include how to: 

  • Find a face for every story
  • Build relationships across your business
  • Embrace authenticity and not let it scare you

2:20 pm–3:00 pm

Case Study: Creating Meaningful Social Media Relationships

Aaron Kaufman
Senior Community Strategist

When our brands are empathetic, appreciative, compassionate, recognizant, responsive, supportive, 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

3:30 pm–4:10 pm

Case Study: The Importance of Acknowledging Your Tribe: The Story of Kendall-Jackson and the White Wine Emoji

Chris Denny
Co-founder, President
Maggie Curry
Director of Marketing

The internet is full of conversations – demands rather – about the injustice of the missing white wine emoji. Red wine emojis pervade keyboards everywhere leaving vineyard-sized holes in conversations thirsty for red wine’s lighter counterpart. The people spoke and we listened. For Kendall-Jackson, the 35+-year-old winery, it was a matter of igniting the community behind the cause and creating a platform for the voices of the global internet to come together under a common goal. Hear about the 2-year long process, the value of never giving up and how brands can listen and adapt to changing consumer preferences and media habits.

4:20 pm–5:00 pm

Closing Keynote: Getting Past the Human Firewall: Building Trust Human-to-Human

Bryan Kramer
President + CEO

In Bryan’s “Learning How to Speak, Market, and Sell Human-to-Human, H2H” keynote, he explores what traits humans have that machines don’t. The business world has long referred to itself as either “B2B” or “B2C”. But Bryan Kramer argues that it’s humans who do business with humans – not companies – and in his book, his “H2H Human to Human” movement inspired the business world to humanize the way they operate. And like companies, people have their own brands that reflect their reputation, values, and character. In today’s connected and social world, a personal brand is “career insurance” you can’t afford to have.

Through examples pulled from Bryan’s viral smash-hit first book “There’s No B2B or B2C: It’s Human-to-Human H2H” that birthed the H2H movement, and through entertaining stories from his own experiences, he delivers practical tools and steps you can use right now to connect with your customers, be smarter marketers, managers, and fellow members of the human race.

Join Bryan as your personal change agent, and learn the steps to take control of how others see your most valuable asset – you.

First Responders Track

9:00 am–9:40 am

Keynote: How San Francisco Fire Department Uses Social Media as a Tool for Building Community Relationships & Trust

Jonathan Baxter
Lieutenant Public Information Officer and Homeland Security Liaison

Social Media as a Tool for Building Community Relationships and Trust

The San Francisco Fire Department initiated an aggressive approach to providing Public Information months prior to Super Bowl 50, 2016.  At this time, the community trust in public safety was low, and false media reports and speculative perceptions led the public to believe an arsonist was running rampant throughout the Mission District of San Francisco. Almost 4 years later, we now have a great relationship with the community, media, and relative city agencies.

The Role of Transparency and Improved Communications

In 2016, the San Francisco Fire Department had limited staffing and resources to provide community and media information related to multiple items, including incidents, accusations, and public perceptions (usually false).  By forming bonds with community leaders, hearing the needs of the community, working with City leaders, and having the support of the Fire administration, we have grown to a point now where we have a good information flow, and trust with the communities and entities we serve.

Developing your Agencies Voice on Social Media

This one was hard; I won’t candy-coat it. I look forward to sharing my obstacles, and the rewards we now see.

What do your community members expect from Public Safety Agencies Online? 

This requires daily re-evaluation. In San Francisco, we have many that communicate in different ways, expect services, and may be confused if messaging is not delivered properly. 

This case study will discuss tips we used to strengthen relationships with our communities, government and private entities, and the news media. The San Francisco Fire Department continues to use re-evaluate these strategies to provide incident updates, critical aid information, public education, and safety alerts to the communities we have sworn to serve.

During this discussion you will hear:

  • Examples of assessing the needs of your agency, city/business, and the community served.
  • What worked and didn't work when trying to collaborate with community members, city agencies, and the media develop a system to get messaging out.
  • The challenges of keeping up with constant media information requests for day to day operations and during an incident.
  • Fighting misinformation (in media coverage and social media) and getting the right message out, with or without the media's help.
  • The use of a body camera to assist the PIO with combating false reporting. 


9:50 am–10:30 am

Keynote Case Study: Social Media & Natural Disasters: Media Relationships and Communication Strategy Forged in Hawaii’s Volcanic Eruption

Toni Schwartz
Public Information Officer
Jeffrey D. Hickman
Director of Public Affairs

This case study will discuss tips we used to strengthen relationships with the news media while pushing out constant messaging through radio, TV and social media, to communicate accurate information to the public during the prolonged Kilauea Volcano lava eruption event on the Island of Hawaii.  The Hawaii State Emergency Management Agency, and the Hawaii County Civil Defense Agency and the Hawaii Department of Defense used this strategy to provide updates, critical aid information, and safety alerts. 

During this discussion you will hear:

  • Examples of the growing pains during the chaotic initial stages of the lava eruption event.
  • What worked and didn't work when trying to collaborate with media to get messaging out.
  • The challenges of keeping up with constant media information requests (and the social media explosion).
  • Fighting misinformation (in media coverage and social media) and getting the right message out, with or without the media's help.

11:00 am–11:40 am

Case Study: Lessons Learned at the Tree of Life

Chris Togneri
Public Information Officer

There is no playbook for a mass-fatality event such as the one experienced in Pittsburgh on Oct. 27, 2018. However, these events are becoming more common, so people and organizations must prepare for when it happens to them.

In Pittsburgh, many things went right that day, including the quick establishment of a media staging area, the clear use of a single voice information source, interagency PIO cooperation and support, media cooperation, and the protection of the injured.

Conversely, several things went wrong, including inefficient use of social media, communication among secondary PIOs, technical problems, and the overextension of high-ranking Public Safety officials.

While no playbook exists, Pittsburgh Public Safety’s PIO Office has taken steps and implemented plans to be prepared for the next event. We learned from experience. Your agency can too.

11:50 am–12:30 pm

Panel: Social Media and Emergency Management – How to Engage Interactively with the Public during All Phases of Emergency Situations

Dan Douthit
Public Information Officer
Eric Hurst
Public Information Officer
Parisa Safarzadeh
Product Marketing and Engagement Lead - Nextdoor for Public Agencies Team
Officer John Fransen
Public Information Officer
Lieutenant Rich Chatman
Public Information Officer

1:30 pm–2:10 pm

Panel: Content Creation and Video Best Practices – Using Storytelling to Build Better Media Relationships

Mike Eliason
Public Information Officer
Ronda Scholting
Public Information Officer
Trooper First Class Kelly Grant
Public Information Officer
Ashley Papagni
Public Information Manager

This panel will discuss best practices including:

  • How to tell your story the way you want it told
  • Content writing style tips to build relationships with the public and the media you serve
  • Storytellings vs. telling the facts and the difference it can make for your followers
  • Where and how to find engaging content 
  • How to find resources within your agency for support
  • Executing video on a budget 
  • Practical tips like storyboarding & video capture best practices

2:20 pm–3:00 pm

Diversity, Inclusion, and Equity in First Responder Social Media: Who’s Left Out? Who’s Misrepresented? Who isn’t Reached?

Caryn Brooks
Digital Communications Manager

The way that we’ve always done it doesn’t cut it in modern public safety communications. The digital communications manager from Portland Fire & Rescue in Oregon will discuss the current D, I, & E media landscape, touching on where there has been evolution, what needs improvement, and the path forward.

In this interactive presentation where we will learn from each other, inspire each other, and hopefully expand our framework for public safety communications together. 

This presentation is for practitioners who wish to center diversity, inclusion, and equity efforts in their social media planning.  

Participants will:

  • See recent examples of dos and don’ts from the media landscape.
  • Hear from each other on agency successes and areas of weaknesses.
  • Participate in exercises to brainstorm ways to increase D, I, & E social media engagement and representation.

4:20 pm–5:00 pm

Keynote Case Study: Coffee with a Cop - How One Event in 2011 Turned into One of the Most Successful Community Policing Programs in the World

Michael Ishii
Chief of Police

Join Coffee with a Cop Co-Founders for a session on how best to prepare and implement Coffee with a Cop at your Department as well as sharing different community policing program ideas to build value for your agency.

You will learn current best practices, do’s and don’ts, communication issues, Officer “buy-in” and how Coffee with a Cop can kick start community policing philosophies in your department. Real-world examples will be presented on successes and failures (we’ve seen many) of Coffee with a Cop events from around the country. We will cover unique perspectives on how to use non-traditional social media posts to brand your department targeted at different segments of your community and the challenges of getting agency buy-in on Community Policing programs.

Program A: Social Media Strategy Development

11:00 am–11:40 am

Authenticity Always Wins: Forming Social Strategy Around Audience

Kyle Skinner
Senior Social Media Coordinator

Identifying what engages your audience is key to developing a successful social strategy. In this discussion, Kyle will describe how the Oakland Athletics went about identifying who their fanbase and audience was on social, and how they were able to reflect that with their content and storytelling tactics.

After this talk, attendees will understand how to: 

  • Identify your audience
  • Translate your audiences' preferences to voice and content
  • Tailor strategy to specific platforms

11:50 am–12:30 pm

Beyond KPIs: Measuring Success on Social Media, Learning From Your Analytics and Reaching Your Social Media Goals

Loïc Bommersbach
Social Media Manager

CERN is the world's largest particle-physics laboratory. Thousands of scientists from all over the world work together to advance our knowledge of matter, its fundamental constituents and the forces that link them. With more than 2.5 million followers on Twitter, nearly 700,000 fans on Facebook and more than 450,000 followers on Instagram, CERN has built a large community on social media. But is that enough? We still need to publish engaging posts, publications that speak to our followers and makes them want to click, enjoy and share. The challenge is how to reach more people while staying true to the Laboratory’s ideals and values. 

With social media today, scientific institutes must work hard to be stronger than Facebook, Twitter or Instagram algorithms. This requires getting closer to the online community by showing more of what we do on a daily basis in our facilities while continuing to make people dream. Content such as Facebook Live, 360° images and videos, Instagram Stories and scientists directly engaging with questions from an online community all work to build engagement.

This talk presents CERN's quantitative objectives and KPIs on social media and shares how we go beyond these in analyzing the impact of social media posts. Because behind the numbers, it can be more important to redefine success on social media.

Key takeaways include:

  • What are the most relevant KPIs on social media in 2020?
  • How to classify “engagement” on social media
  • How to learn from your KPIs
  • How to best use your budget on social media campaigns


1:30 pm–2:10 pm

Launching Uber Eats in APAC: Building a Regional and Global Social Team

Ryan Reynolds
Global Social and Content Lead

Ryan will share the considerations and framework to build a successful social media marketing strategy, as well as methods to achieve leadership and cross-functional buy-in. Whether your goal is to add value to a current strategy or develop a foundational plan from the ground up, this session is perfect for attendees that want to optimize the way they plan, activate, and measure a successful social media program.

1 - Identify the building blocks of a social media strategy
2 - Develop a scalable cohesive social structure
3 - Align social KPIs with business objectives

Program B: Content Creation & Marketing

11:00 am–11:40 am

Trending Topics: Tapping into Consumer Needs to Build a Modern-Day Content Strategy

Alyssa Santoli
Social Media Manager

At Vitamix, we are moving from created brand-centric content to campaigns and assets that speak to the needs of our target audiences. Using a mix of owned brand content and user-generated content, we've been able to develop a new, more approachable identity on social. During this discussion, you'll learn how to:

  • Monitor and identify trends that might be appropriate to participate in
  • Have a plan for "on-the-fly" content on social
  • Leverage consumer insights to build a social brand content strategy


11:50 am–12:30 pm

Balancing Creativity with SEO to Produce Your Highest Ranking Content

Zenia Johnson
Account Lead

Zenia, who uses 3Q’s creative matrix, will discuss ways attendees can fuse the art and science of marketing and SEO, and how to use data-backed creativity to drive growth. Zenia will share how data can remove busywork from campaigns, opening up more room for creative thought. She will also discuss the ways data empowers brands to make creative decisions—allowing social teams to make creative decisions and pivot quickly to another approach if it's not working.

Program C: Influencer Marketing Strategies

11:00 am–11:40 am

Achieving Influencer Marketing Results with An Agency or an In-House Team

Amanda Chavira
Influencer Marketing Manager

Influencer Marketing is not a one-size-fits-all industry. Based on your company’s KPIs, budget, and overall marketing workflow - your strategy may just dictate itself. However, as brands continue to spend more and more dollars on the ever-growing industry, many have started creating internal influencer marketing teams to create and manage longterm relationships. Learn how to get started (regardless of your resources) from one of Dollar Shave Club’s Influencer Marketing leads, Amanda Chavira. Amanda will walk you through the process of how to get started via an agency, how to bring the process in house and how to achieve results from an in-house team.

11:50 am–12:30 pm

How to Generate Creative, Compelling Influencer Marketing Campaign Ideas

David Seelos
Director of Brand Partnerships

Science creator William Osman and David Seelos of his management team at Concurrent Studios discuss the aspects of a successful and well-received influencer/creator marketing campaign.

It’s no secret that influencers and creators are serious about protecting the image and reputation of their own brands. William will help you navigate the waters of keeping content brand-focused while maintaining the identity of the creator. He’ll also explain his own process of brainstorming and producing campaigns for his brand sponsors.

David Seelos, Concurrent’s Director of Brand Partnerships, dives into the best ways to contact a creator, successfully negotiate a sponsorship agreement, and maintain a good relationship between creators and brands. He’ll also explain how to ensure a deal is mutually beneficial to all parties, and provide tips for ensuring campaign renewals.

1:30 pm–2:10 pm

Influencer ROI: 400K to 1.6M in less than 1 year using Instagram

Shane Barker
Digital Strategist, Brand and Influencer Consultant

This session will cover how Zoe Rodriguez, CEO of ZBody Fitness Inc., managed to boost her sales and maximize ROI through Instagram influencer marketing. She worked with several micro-influencers in the fitness industry who told authentic stories to promote her fitness programs and ebooks. This authentic storytelling coming from relevant Instagram influencers resulted in an impressive 3.5X increase in ROI. In this session, I will share a breakdown of the steps taken to achieve this.

Attendees will learn:

  • How to work with highly relevant influencers to reach the right target audience.
  • How to tell authentic stories with real results and win the trust of your target audience.
  • How to offer the right bundle packages to upsell and increase your revenue.
  • How to inspire others to tell their personal stories and turn them into valuable brand advocates.
  • How to build long-term relationships with influencers, even long after the campaign has ended.

See Full Agenda

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