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Day 3 Conferences

Thursday, February 6, 2020

Main Stage Sessions

10:00 am–10:40 am

Keynote: 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!

2:20 pm–3:00 pm

Closing Keynote: How To Get Your Customers To Create Endless Amounts of Content for Your Business

Do you struggle to create thumb-stopping content? Do you have a limited budget or resources to generate high-quality and engaging content? After this inspiring, example-filled, keynote from Tyler Anderson, you'll leave with a step-by-step checklist to get your customers to create endless amounts of content for your brand or business. You'll discover why content created by your customers is so impactful, how to get your customers to create content that influences purchasing decisions, how to leverage user-generated content to fuel your marketing, and much more. 

First Responders Track

10:00 am–10:40 am

Keynote: The PIO Role — From Traditional to Social

Mark Brady
Public Relation Manager/Chief Spokesperson/PIO

This presentation includes discussion and review of the traditional skills PIOs learned before the advent of social media.  For PIOs just coming to the market, traditional skills (like picking up the phone and calling an assignment desk, or scheduling lunch with a reporter) are often overlooked. 

While social media is a game-changer in how we perform our jobs, it’s vital to remember how important personal skills and relationship-building are in today’s PIO world. PIO Mark Brady will dive into the benefits of fostering traditional skills, along with ways he continues to infuse these skills into his social media and communications strategies. He’ll also review how media has changed over the years, its effect on PIOs, and what this means for your PIO career.

11:00 am–11:40 am

Panel: Working as a One-Person Social Media and Comms Team — Strategies for PIOs to Make the Most of Limited Resources

Lieutenant Rich Chatman
Public Information Officer
Irma Widjojo
Public Information Officer
Kathy Hieatt
Public Information Officer
Mike Steele
Communications Director

11:50 am–12:30 pm

Keynote: Using Digital Tools to Create Emotional Connections

With the continued evolution of all of the various social platforms, we recognize the need for law enforcement as a profession to adapt the way we message from a one-way messaging model to a two-way model with a renewed focus on creating an emotional connection. 

Audiences have developed an expectation of authenticity. Our presentation aims to draw from our experience taking our already well-established social media channels, and reworking the way in which we were communicating through said channels. By focusing messaging on tapping into emotion through personal narrative, short video, or social media posts that have coordinated in partnership with other policy agencies, we found an exponential increase in reach and engagement.  It's not enough to listen, the expectation from today's point will be given by the LAPD's newly formed Strategic Communications Unit.

LEARNING OBJECTIVES

  • Participants will learn how to craft content that draws an emotional connection from an audience.
  • Participants will learn to think critically about how to engage with the public online, measuring risks and benefits.
  • Participants will be introduced to new and existing social channels.  

METHODOLOGY

Presentations and Q&A based on the knowledge of the LAPD's Strategic Communications Unit will be used to lead this discussion. The presentation will utilize examples of tweets, excerpts from our podcast, and segment four from our critical incident videos. 

1:30 pm–2:10 pm

Case Study: Juggling Social Media Content and Branding in a Multi-Faceted Public Safety Agency

Pamela Walker
Director of Communications

Imagine being folded in to a new agency where a broad spectrum of the criminal justice system is represented—from the law enforcement officers or troopers who enforce the law to the division responsible for carrying out the order of the court for both adults and juveniles to the individuals whose job is to prepare the men, women, and children for their return to our communities.

Then add in two very different groups of people responsible for responding to disasters stateside or in some cases carrying out missions overseas. 

Throw in Homeland Security and you have an agency with one common mission of public safety, but many different uniforms and responsibilities. All the consolidated agencies had existing social media accounts before consolidation, but only a few of them were allowed to remain under the newly created agency. 

Hear how we approached this challenge and what’s worked well and what areas are still a work in process.

Session takeaways:

  • How to execute consistency with policy and brand reinforcement across multiple disciplines
  • How to leverage cross-promotion and buy-in from the agency’s highest level for success
  • Strategies to build your following through ground-level support

 

2:20 pm–3:00 pm

Keynote: "Beyond A Seat At The Table" - Considerations for Social Media Managers and Strategists

We all know the "enemies" of good brand management - from nasty reviews on Glass Door to the YouTube video of a shameful company event filmed and uploaded by an employee or hater. As strategic social media in corporate America enters its second decade in the workplace, it's time to move past debates about which team "owns" social media to actually empowering every employee to become a vanguard of our brand and a curator of our content. What is the tipping point...when we are exhibiting too much "personality" on social or digital platforms? How does our SM content align with corporate values?

In this session we will take a look at some emerging best practices for how to organize, train and deploy your team; social media policies that focus on conduct and don't conflict with employees rights to express themselves under NLRB rulings and cases in the news; and how to grow brand disciples inside and outside the organization, who can be deployed effectively and quickly to address any negative or emerging issues that compromise your brand. And...when it makes sense to stand still and say NOTHING!

At the end of the session, you'll be ready to:

  • Revisit your social media policy and look for ways to expand your Ambassador program - inbound content and who curates or captures and packages the "stories"
  • Make sure Communications hasn't created the silos we detest. Marketing, Product Teams - We are a key part of Operations. It's important that as reputation managers we examine every access point and all online behavior - do we address sensitive/negative information with the same enthusiasm we show for uploading our crazy lip-synch music videos?
  • Is the organization approachable, responsive, and timely? Is your social media and web persona the same? Finding the "sweet spot" in your digital communications so you are both popular and a respected source of information. Learn matrices that help you understand if people follow and engage because you're clever or if you're a trusted "news" provider. What is really moving the needle on what people what to hear about from you and what matters most to the organization?

Program D: Brand Awareness & Engagement

11:00 am–11:40 am

Establishing an Authentic Connection with Your Audience through Brand Storytelling

Emily Krassen
Senior Manager, Digital Video Strategy & Content
Erica Santiago
Digital Content Manager

Emily & Erica will highlight the importance of storytelling and identifying your goal audience(s) to help inform your digital & social content strategy. They will walk through the best practices for creating compelling content, “mining" for stories within your organization, and tips for pushing the boundaries creatively in a regulated industry. Learn ways to get buy-in across your company for the importance of digital content & social media, and learn ways to measure your success (and why “failure” isn’t a bad thing!).

11:50 am–12:30 pm

Brand Truths, Trump, and Tequila - Using Data to Enhance Creativity

Anastasia Leng
Founder & CEO

What do brand-building, Trump's 2016 campaign, and tequila have in common? How can we use science to enhance social media best-practices and measure their effectiveness? Find out how the world's leading brands enhance creativity through objectivity. 

1:30 pm–2:10 pm

From IDK to CTA: A 10-Step Guide to Effective Social Media Advocacy

Arezu Sarvestani
Assistant Director of Social Media

At UCSF, our public mission is at the core of who we are. From defending federal science programs to illuminating the root causes of our city’s homelessness crisis, we’ve learned how to use social media to connect with our audiences as citizens - rather than customers. 

There are endless books, podcasts, and entire conferences dedicated to getting people to hit the “buy” button, but how do you inspire a community to vote, sign petitions, call elected officials or take any other advocacy actions? 

In this session, you’ll learn to: 

  • Redefine your audience in advocacy terms
  • Build a narrative-based campaign timeline 
  • Define and refine what success looks like

Program E: Emerging Trends

11:00 am–11:40 am

Marketing in 2020: Demystifying Smart Assistants & AI

Amy Bishop
Strategy Director

In 2020, half of all searches will be conducted via voice. With smart assistants, like Siri and Alexa, accelerating the use of voice search, marketers are preparing for a future where voice plays a significant role in brand experiences. Voice experiences will offer brands an opportunity to develop deeper connections with their consumers. Now’s the time for marketers to rethink how to reach and engage consumers in this emerging environment.

In this session, you'll learn how voice-driven AI technologies are changing behavior — and what that means, not only for businesses and marketers but for society as a whole. Amy will explore ways marketers can prepare for a future where voice search and smart assistants play a significant role in brand experiences — through search, shopping, and even CRM.

Key takeaways:

  • Learn about the smart assistant revolution and how it will change consumer behavior
  • Explore the impact of smart assistants on consumer search, online shopping, customer support and more
  • Get helpful tips to ensure your voice strategy will enhance — not hinder — your brand experiences

1:30 pm–2:10 pm

A Look at the VR and AR Technology Landscape & Brand Case Studies

Dan Clark
Global Client Partner

As a design and experience agency, Jam3 is rooted in all things digital. Through the use of creative technology like AR and VR, there are more options today more than ever before to find new and innovative ways to surprise and delight people. Understanding the audience, culture, and technology to create the perfect balance between entertainment and utility. 

In this session, Jam3’s Dan Clark will illustrate the ways through adapting an empathetic approach that brands can craft beautiful experiences without compromising between creativity, and business and human needs. You’ll learn how to create experiences that not only tell an authentic brand story but meets the needs of consumers right where they are and where they are meant to be.

Program F: Video Marketing Strategies

11:00 am–11:40 am

Video Optimization Strategies for Better Viewership & Engagement

Janet Johnson
Social Media Specialist & Owner

In this session, Janet will share practical strategies brands can employ to increase social video engagement. She’ll walk attendees through:

  • Why video is so important in today’s marketing world & trends marketers should know about
  • Common challenges marketers face with video (along with replicable solutions)
  • Great apps and website tools to help you produce your highest quality videos
  • Effective strategies for marketing your videos to the right audience
  • Advanced video strategies to continue to scale your engagement and viewership

11:50 am–12:30 pm

Why TikTok Has Influencers Dancing For Brands

Ryan Peña
Social Media Strategist

Think of TikTok as one BIG video meme platform, with 500 million active monthly users. While studying it, I've noticed people working at brands doing memes and tagging their company in them. Some of these posts get millions of views and likes...but brands aren't engaging or working with these self-made influencers...a missed opportunity? During this talk, you will walk away with knowledge about:

  • What TikTok is and why marketers should care 
  • Micro-influencer examples and how/when brands should engage 
  • What brands are integrating TikTok into their strategy 
  • A realistic approach to social listening within the platform

1:30 pm–2:10 pm

Netflix YouTube: How This Channel Followed the YouTuber Imprint to Win Over Gen Z

Jason Mitchell
Co-Founder and CEO

For brands looking to reach a Gen Z audience, programming content on social channels may seem like a daunting challenge. How do brands effectively reach and engage a generation that is constantly bombarded by content from all angles? Social-led creative agency Movement Strategy has been helping brands like Netflix break through the noise by taking cues from influential YouTubers—utilizing a toolbox of effective content and creative strategies to grow brands’ YouTube channels and create content that Gen Z seeks out.

During this session, you’ll learn:

  • Why editorializing your brand’s YouTube channel resonates with Gen Z—and how to develop the best strategy to do so
  • How to find the YouTube content that works, and shift away from what doesn’t
  • Maximizing your content with cost-effective production methods

See Full Agenda

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