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Day 3 Programs

Thursday, October 17, 2019

Higher Ed Track: Case Study-Driven Panel Discussions and Q&A

11:00 am–11:40 am

Panel: Launching and Measuring an Effective Influencer Marketing Program

Karen Freberg, Ph.D.
Associate Professor in Strategic Communication

Program D: Audience Growth & Brand Engagement

11:00 am–11:40 am

Your Brand Voice on Social - How Jack Link's Protein Snacks Wins with Humor

Johnna Rossbach
Director of Integrated Marketing

Many brands try to break through in social using humor. However, when it's not grounded in brand strategy and consumer insights, jokes and engagement can fall flat. In this session, you’ll learn about how the Jack Link’s brand found its comedic sweet spot that has led to double-digit engagement growth and organic fan acquisition.

In this session, you’ll learn the steps to take in identifying your brand’s funny bone and how to make your audience LOL.

Takeaways include:

  • The importance of a consumer-centric approach
  • How to effectively create a consistent brand voice and tone
  • How to get scrappy, not crappy, content

11:50 am–12:30 pm

Cause is Working; Your Marketing Isn't

Mary Noel
Director of Business Development

For decades, good marketing was good marketing – whether or not the company behind the marketing had a soul. But GenZ is changing the game for brands, and this next generation of consumers is now every marketer’s top priority. GenZ wants brands to stand for something, even if it’s controversial. And 78% of them are willing to change their purchase decisions accordingly. And while brands value corporate responsibility, they’re missing the mark on reaching, engaging, and activating young people around their brand purpose.

In this session, you’ll learn how DoSomething.org (the largest org for young people and social good) infuses purpose into marketing in a way that activates millions of GenZers to support companies and causes by reaching them where they are. Mary Noel will share how the insights from activating DoSomething.org’s 5 million members for good now helps other brands build relationships with GenZ based on shared values. In this new era of brand loyalty, we’ll separate fact from fiction and ensure you have the tools to effectively engage a new generation.

Attend this session and learn:

  • Why ‘purpose’ is more than a trend (and why does it matter?)
  • How brands build authentic, purpose-driven engagement with GenZ consumers
  • The data-backed motivational triggers that inspire young people to care about a particular brand, cause, or social issue
  • What brand leaders should change about their approaches to connecting with a younger generation

1:30 pm–2:10 pm

Case Study

Kristi Daraban
AVP, Social Media

Program E: Leveraging New Social Media Platforms & Features

11:50 am–12:30 pm

How Brands are Leveraging Stories

Trevor Davis
Associate Director, Social Strategy

Program F: Paid Media & Advertising Strategies

11:00 am–11:40 am

How to Navigate An Organic vs Paid Digital Strategy

Gaetan Akinrolabu
Associate Director, Paid Media & Social Media Strategy, Corporate Affairs & Investor Relations

Social media channels are rapidly becoming media companies that are focusing on a “pay to play” principle. This means developing a paid social media strategy is extremely important. What does that mean for organic content?

In this session, Gaetan will explore:

  • When you should be using an organic strategy to boost your paid efforts
  • The importance of organically inserting your company and thought-leadership in the right conversations your target audience is paying attention
  • Thoughts on the question everyone is asking: “Is organic social media execution dead?”

See Full Agenda

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