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
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For many marketers, the focus of social media is on their campus and their accounts. How many followers have they gained? How many people are engaging with their content? But social media and digital communities offer marketers with contextually rich business intelligence that can inform decisions related to brand and reputation, content strategy, customer service, and more. If only they’re willing to look.
In this session, we’ll explore the social and digital communities where audiences most frequently engage in under-the-radar conversations about colleges and universities. We’ll discuss where these conversations take place, how to find them, and how, or if, you should respond to them.
In this session, attendees will learn:
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
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Maintaining a unified university presence across social media can be a challenge, especially for schools with a decentralized communications structure.
A review of UC Santa Barbara-affiliated accounts across the major social media platforms identified the need for a streamlined approach to establishing new profiles. In response, the Office of Public Affairs & Communications implemented a registration process for new and existing accounts, a corresponding social directory, and a foundation of guidelines, best practices and security protocols to serve as a resource to campus communicators.
Attendees will leave this session feeling confident in their ability to:
10:30 a.m.–11:15 a.m. PDT
How to Lead in Digital Accessibility
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As marketers and content creators, it is our responsibility to provide an experience for all users whether that be platforms such as websites or social media channels. This, however, is not always the case. The world of digital accessibility is vast, unregulated, and inconsistent.
So how do we help the brand we manage become accessible to all? By ensuring that we do our best to advocate and understand all the nuances of digital accessibility. That we immerse ourselves in another user's world and ensure that our content is accessible for all. This session will provide a look at best practices for digital accessibility for marketers when creating content for social media platforms. Plus, it will provide resources for how to continue your educational journey beyond this session.
Key takeaways:
11:15 a.m.–11:45 a.m. PDT
Break
11:45am - 12:00pm PDT
Building Authentic Connections in Today's Hybrid Environment
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12:00 p.m.–12:45 p.m. PDT
Using Metrics to Build Support and Advocate for Social Media Resources
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When budget season comes around, we often see social media getting the smallest slice of the marketing pie. A single billboard may gain more funds than the entire social media budget. Nevertheless, your highly targeted social media campaigns show exactly how many people were sent to the website, how users engaged with the school, or the precise number of leads gained. And while it can be frustrating to see these successes juxtaposed to the often ambiguous or inflated metrics associated with traditional media, there are actions you can take to create internal advocates to help support and elevate your social media efforts.
This presentation will focus on two elements of social media: metrics (how you measure social media success) and translation (how you express this in terms others will understand).
12:45 p.m.–1:30 p.m. PDT
How Higher Education Professionals Can Grow from a Social Media Position
1:30 p.m.–2:30 p.m. PDT
Networking Lounge Open
2:15 p.m. PDT
Day 1 Concludes
Tuesday, October 19, 2021
8:15 a.m.–8:30 a.m. PDT
Welcome Remarks by Summit Emcee
8:30 a.m.–9:15 am. PDT
Be Here From Anywhere: Creating and Launching the Bucknell Virtual Experience
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What if you could capture that seeing-is-believing campus visit feeling and make it available to anyone, anywhere on the planet? That was the challenge presented to Bucknell’s Communications and Admissions teams — even before the COVID-19 pandemic.
In this session, you’ll see how the Bucknell Virtual Experience started from scratch to become an interactive multimedia space that can be experienced on a desktop, mobile device or through an Oculus Quest virtual reality headset. In addition, it will walk you through the creation of a multi-channel launch strategy — including social media best practices in both organic and paid content.
Takeaways:
9:15 a.m. - 9:30 a.m. PDT
How to Transform Your College's Social Media Strategy with Video
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Nowadays, social media managers of colleges have a lot on their plate. Not only do they need to build and maintain a positive image of their school, inform, engage + grow their community—not to mention, have an impact on student recruitment rates. Sounds impossible? That’s where video comes in.
Video is the simplest and most effective way to inform, educate, connect, and communicate with your past, current and future students—and they're expecting more of it from your college. Join video experts from PlayPlay in this session to learn about:
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
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This panel will discuss:
10:30 am–11:15 am PDT
Higher Ed Influencer Marketing: Who, What, Why and How
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As a powerful and proven tactic for higher education institutions, it’s time for influencer marketing to take a permanent seat at the digital strategy table. We have broken down the key areas that shape the higher ed influencer marketing space, and offer actionable recommendations institutions can use to navigate this expanding market to meet their goals and evolve their strategies throughout 2021 and beyond. This presentation will help you plan your influencer marketing campaigns for well beyond 2021 with new insights into the trends shaping the future of the industry.
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
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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
1:25pm - 2:10pm PDT
Hybrid Engagement and Community Building through Social Media
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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.
Stephanie will discuss:
1:15pm - 1:25pm PDT
Break
1:15 p.m. PDT
Day 2 Concludes
Wednesday, October 20, 2021
8:45 a.m.–9:30 a.m. PDT
Creating Content For Real People: From Data to Details
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It’s a troubling but often true reality that social media content decisions can be based on assumptions. Wouldn’t it be nice if you could put a face to your target audience, get to know their particular needs, understand their pains, and win their hearts? We can do that by developing a standard that turns a customer human - so that the recipients of your social ideas are considered and cared for at every stage of design development.
In this educational session, you’ll learn:
How to drive your business forward using consumer and market intelligence
How to take complicated, custom data into digestible frameworks
Learn how to summarize research findings
Challenge brand or audience preconceptions
Why Human-Centered Design is a differentiator at the agency level
9:30 a.m.–9:45 a.m. PDT
Break
9:45 a.m.–10:30 a.m. PDT
Brand Best Practices for Working with TikTok Creators
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Adobe is a brand that supports, and is supported by, creators. So when the company launched its @Adobe and @Photoshop channels on TikTok in early 2021, they did so through the voices of the creative community. Showcasing a mix of creative influencers, influential TikTok users, and edutainment content, Adobe has been able to establish strong audience growth — as well as plenty of learnings along the way. This session will focus on the lessons, both good and bad, the Adobe Social Org has learned through its first year on TikTok.
You’ll learn:
10:30 a.m.–11:30 a.m. PDT
How to Amplify Your Digital Content
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Having a solid social media strategy is outstanding, but your work doesn't stop there. You must also support that strategy and feed the "content monster" with valuable and attention-attracting digital media content and campaigns that support your brand.
Mary Olivieri, EVP and Executive Creative Director of CBD Marketing, will share the secrets to "carving up your content turkey” – dishing up practical takeaways and improv theatre-based exercises to help you serve your target audience the content they crave.
In this interactive session, you'll learn:
11:30 a.m.–12:00 p.m. PDT
12:00 p.m. - 12:15 p.m. PDT
The Three C’s of TikTok: Community + Culture + Content
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TikTok is not a ‘one size fits all’ platform. As we chat through the three C’s, we’ll unpack how TikTok is the home to a new generation of storytellers, a place for joyful engagements – where people come to ‘lift their spirits’ and a place where realness is the new cultural currency. We’ll discuss how TikTok is a place of connection, aspiration, co-creation, and entertainment for your brand.
12:15 p.m.–1:00 p.m. PDT
Winning Over Customers with People - Not Products - on Social
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It’s important to remember that when you’re trying to reach customers, you’re really trying to reach people. A humanized approach to social media can enable brands to show rather than tell how their products are truly making an impact while sharing stories that resonate with their audiences.
In this interactive session, you'll learn:
1:00 p.m.–1:45 p.m. PDT
Takeaways for attendees:
Thursday, October 21, 2021
8:25am - 8:40am PDT
How to Use Video to Transform Your Corp. Comms Strategy
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Video is no longer a 'nice-to-have' when it comes to corporate communication. Whether it's highlighting your company's projects, bringing awareness to your brand, or engaging with your stakeholders—video is able to convey and deliver information in a simple yet powerful way that resonates with your audience. Join video experts from PlayPlay in this session to learn about:
8:40 a.m.–9:30 a.m. PDT
Surviving Instagram Algorithm Changes to Boost Performance + "Ask Us Anything" Panel
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Staying up on the latest Instagram changes is hard. In this session, we'll cover leveraging the newest Instagram features, including:
9:30 a.m.–9:45 a.m. PDT
Break
9:45 am–10:30 am PDT
In 2018, CommonSpirit Health’s social media strategy shifted from a content-first to an engagement-first strategy. A first-of-its-kind response and escalation protocol was put into place, allowing social media teams across multiple geographies and locations to follow a consistent process and rationale when responding to social media inquiries. As a result, we increased our reply rate by 220% YoY and began responding within one business day.
When the pandemic hit in March of 2020 and the volume of inbound messages on social media more than doubled, CommonSpirit was uniquely positioned to communicate with and serve its community – delivering hope, humankindness, and building trust at scale – utilizing social media as its primary communications channel. The strategic approach to social response and timeliness resulted in a 50% increase in unique fans engaged and a 28% increase in total engagements YoY. Positive sentiment comments also increased by 67% YoY.
Learning objectives of this talk include:
1. How do you approach social media consistently… in a hub and spoke model?
2. How do you define the key social metrics that ladder up to your business objectives?
3. How do you best utilize modern communication channels to exemplify your brand promise?
10:30 am–11:15 am PDT
Social Media Emerging Trends & Platforms
11:15 am–11:45 am PDT
Break
11:45 a.m.–12:30 p.m. PDT
Convincing Customers to Swipe Right on your Brand
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We’re witnessing digital transformation at a speed we’ve never experienced before. Social media is often the first interaction that your customers have with your brand. In this session, you’ll learn tactics Cisco used to tackle merging 400+ social channels into 100 accounts, as well as how to take a more humanized approach to social media by developing an entirely new social personality. Whether you’re B2B or B2C, big or small, customers are talking to you on social media. How can you ensure you are consistently representing your brand?
After this session, you’ll be able to:
12:30 p.m.–1:15 p.m. PDT
How Small Teams Can Make a Big Impact on Social
1:15 p.m. PDT
Day 2 Concludes
The Six Fundamentals of Developing Impactful Creative Teams
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As in-house marketing, communications, and social media functions become increasingly ubiquitous in higher education, the size of these creative teams continues to grow. With the rapid evolution brought on by COVID-19 and quickly shifting technical needs, these teams need to be functioning at a high level to produce their best work.
With our unique silos, limited budgets, and specialized goals, building a creative or technical team in higher education looks different than it might in a corporate setting. However, the benefits of investing time in team development are innumerable. Drawing on the wisdom of Patrick Lencioni, Seth Godin, Todd Henry, Simon Sinek, and others, this presentation helps participants define a philosophy for building and supporting their creative teams within a higher education framework.
In this session, participants will learn:
The Death of Content as King
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From the new book, "The Death of Content as King: How a Data Democracy has Revolutionized Marketing." Social media has experienced a once-in-a-century paradigm shift over the past few years as content tactics of yesteryear fail and data-driven strategies have revolutionized the way students interact with platforms. The ever-changing algorithms and diminishing reach of organic content on major platforms will require new framework models and a modern consumer journey that takes advantage of the available data.
Key Takeaways:
-An analysis of what has changed as mature and unicorn platforms have emphasized user-generated content while making institutional content pay-to-play.
-An introduction of a new modern consumer journey that replaces the over hundred-year-old AIDA model and embraces data as the voice of the student with actionable data-driven stages.
-Provide a new data framework model that universities can deploy to find valuable, organizable, targetable, and explainable data across their organization.
How to Build A Twitter Presence - A Practical Guide
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This session walks participants through specific steps to begin growing their Twitter audience, develop a content strategy, set actionable goals, and execute in ways that are meaningful for their organization. Whether social is their full-time job or one of many responsibilities, this session can help them take thoughtful steps toward becoming successful on Twitter. Special attention is also given to developing a social presence for key executives.
In this session, participants will learn:
What We Learned About Effective Public Health Messaging During the Pandemic
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Maintaining a consistent plan for public health information is an important part of any university communication strategy. The stakes are exponentially higher during a global health pandemic. Understanding the needs and potential risks for your community, keeping abreast of ever-changing federal, state, and local guidelines and requirements, sharing testing and vaccination protocols, and providing crucial mental health and stress management resources to students and staff during a time of escalating uncertainly requires dedicated teamwork and flexibility.
This session will focus on strategies for sharing accurate and timely public health information with a diverse and far-flung community during an unprecedented health crisis.
Let Your Audience Shine: How to Best Leverage UGC and Takeovers
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In this session, you'll learn how to effectively leverage UGC and takeovers for your admissions' Instagram handles. These tactics are a great way to involve other teams and departments on your campus and helps paint an overall picture of your school and the admissions department.
Takeaways include:
How to Address DEIJ as a Higher Ed Brand on Social Media
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The Strategic Imperative of a Content Eco-System in Higher Ed Marketing
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The journey from inquiry to enrollment can be a long one, especially for adult learners. A strategic content approach is vital to nurturing interest at all points along that continuum—from getting the attention of prospective students and starting a conversation all the way to incenting application and registration. This presentation covers how Herzing University – a private nonprofit with 10 campuses across seven states – has boosted enrollment by engaging with students via a content ecosystem of multiple digital channels: social media, blog, email marketing and more.
Key takeaways:
How to Use Social Media for Market Research
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Social media market research is the process of gathering quantitative and/or qualitative data from social media platforms to understand social, consumer, or market trends. In this session, social media and research experts will walk you through a case study to demonstrate how a brand used social media market research to inform its go-to-market strategy and ultimately, launch its brand.
Key discussion points and criteria for developing social media market research will include:
Infusing Your Employees & Leadership Into Your Social Content
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Brands, for the most part, have historically remained faceless entities on social media. But more and more, customers are becoming curious about the people behind the brand -- influencing purchase decisions and brand loyalty. In this session, Brandi Briggs, AT&T's Social Media Director, will share how and why her team started featured employees and leadership on their social channels, infusing their voices into AT&T's social content. You'll learn about AT&T's Amplify Black Voices and Valentines Day campaigns, along with their Social Media Advocates Program, as examples of how they brought employee voices to life.
You'll learn:
3 Actionable Next Steps to Structure Your eCommerce Facebook Business Manager
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This session will focus on how to set up an account structure in Facebook to help achieve high ROAS while reaching new customers. As advertisers, we know there is a balance between filling the funnel and converting customers. What is the right balance between prospecting and retargeting? How do your account for testing new creative and audiences? We will talk through all of that and you will walk away with the following.
Data-backed Content Best Practices on LinkedIn
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How to Develop a Consistent Messaging Strategy Across Social Platforms
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Creating a multi-channel social strategy can be a daunting task. There are so many considerations - should you develop channel prioritization? How can you ensure your brand’s message surfaces consistently, regardless of platform?
After this session you’ll have answers to those questions, and will be able to:
How to Identify if a New Social Platform is a Fit For Your Brand
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