Monday, October 18, 2021
8:35 am–8:45 am PDT
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 a.m. PDT
Tapping into Student Communities and Channels for Marketing Insights
9:30 a.m.–9:45 a.m. PDT
Break
9:45 am–10:30 am PDT
Guidelines for Vetting and Setting up New Campus Social Accounts
10:30 a.m.–11:15 a.m. PDT
Digital Accessibility Best Practices
11:15 a.m.–11:45 a.m. PDT
Break
11:45 a.m.–12:30 p.m. PDT
Using Metrics to Build Support and Advocate for Social Media Resources
12:30 p.m.–1:15 p.m. PDT
How Higher Education Professionals Can Grow from a Social Media Position
1:15 p.m.–2:15 p.m. PDT
Speed Networking
2:15 p.m. PDT
Day 1 Concludes
Tuesday, October 19, 2021
8:35 a.m.–8:45 a.m. PDT
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 am. PDT
Virtual Learning and Campus Touring Marketing Campaigns
9:30 a.m.–9:45 a.m. PDT
Break
9:45 a.m.–10:30 a.m. PDT
Dealing with Negative Comments & Trolls on Social Media
10:30 am–11:15 am PDT
Key Social Media Metrics to Assess Your Higher Ed Brand
11:15 a.m.–11:45 a.m. PDT
Break
11:45 a.m.–12:30 p.m. PDT
Content Matters: Transforming Social Media Engagement into Tangible Content
This presentation will focus on ways Bob has taken elements of the Harvard Business School Office of Alumni Relations social media (like tweets and Instagram polls) and developed them into shareable content -- most notably in the form of videos.
During his session, the audience will find ways to think differently about social media content and how--even if you're a one-person team like him--you can create engaging content around episodic social media events.
His presentation will focus on basic tools one can use (e.g., Wakelet) to more advanced means (e.g., Adobe Premiere).
12:30 p.m.–1:15 p.m. PDT
Mental Health and Wellness for Social Media Managers
1:15pm - 1:25pm PDT
Break
1:25pm - 2:10pm PDT
Hybrid Engagement and Community Building through Social Media
When performance audiences began to tune in from the comfort of their own homes during the pandemic, Penn State College of Arts and Architecture pivoted to remote content delivery and marketing for their music and theatre seasons, lecture series, art exhibitions, and admissions recruitment. While this meant expanding our virtual reach, not to mention our donor pool, it also presented a challenge - competing for airtime and viewers with other virtual events and streaming platforms.
Using social media to promote and stream events, engage our viewers, feature our Broadway alumni, and enhance our visibility has changed the way in which we intend to continue marketing when we return to in-person performances and events. Hybrid is our new model for outreach. Through our social media platforms and virtual program offerings, we will be able to increase engagement and community building by meeting audiences where they are, rather than only engaging with those who are able to come to us in-person. This is particularly important for maintaining virtual connections established with donors and alumni over the course of the pandemic through social media.
1:15 p.m. PDT
Day 2 Concludes
Wednesday, October 20, 2021
8:35 a.m.–8:45 a.m. PDT
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 a.m. PDT
Brand Activism: How and When to Take a Stance
9:30 a.m.–9:45 a.m. PDT
Break
9:45 a.m.–10:30 a.m. PDT
Best Practices for Working with Influencers on TikTok
10:30 a.m.–11:15 a.m. PDT
Best Practices for a Repeatable, Scalable Social Content Planning & Revision Process
11:15 a.m.–11:45 a.m. PDT
Break
11:45 a.m.–12:30 p.m. PDT
Winning Over Customers with People - Not Products - on Social
12:30 p.m.–1:15 p.m. PDT
How Brands Can Leverage Private Platforms & Communities
1:15 p.m.–2:15 p.m. PDT
Networking Hour
2:15 p.m. PDT
Day 1 Concludes
Wednesday, October 20, 2021
8:35 am–8:45 am PDT
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 a.m. PDT
Panel: Opportunities in Social Audio
9:30 a.m.–9:45 a.m. PDT
Break
9:45 am–10:30 am PDT
Identifying the Best Social Media Tools to Help Streamline Your Social Media Initiatives
10:30 am–11:15 am PDT
Scaling Your Paid Media in Emerging Platforms
11:15 am–11:45 am PDT
Break
11:45 a.m.–12:30 p.m. PDT
Social Media Reporting: How to Set Yourself Up for Success
12:30 p.m.–1:15 p.m. PDT
Reflections on the Last Year - Insights Gained, Challenges Faced & How Social Has Transformed
1:15 p.m. PDT
Day 2 Concludes
Content Marketing Strategies for Retention
Using Social Media to Highlight University Career Outcomes
Humanizing Your Institution: The Power of Student and Faculty Spotlights
How Active Social Media Listening Can Help Institutions Preemptively De-Escalate Issues
How to Manage Multiple Brand Social Accounts
Running an Effective Social Media Campaign - Knowing How & When to Scale
Trends & Opportunities in Social Commerce
Building Community On Social Around Sensitive Topics
How to Identify if a New Social Platform is a Fit For Your Brand
