Monday, October 24, 2022
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Producer & Event Emcee
8:15 a.m.–9:00 a.m. Pacific Time
Creating fresh content daily can become difficult no matter how big your team is. How can you make sure your content gets seen by the most people? The answer: remix and repurpose.
Repurposing content may seem tedious, but it could be a breath of fresh air for your social media strategy. It allows you to breathe life into old, evergreen content and continue to gain value from posts and brand messages. When you remix old content, you’ll already have a head start, and more time (and coffee) is something we could all use.
With examples, metrics, and methods used by the team at UNC-Chapel Hill, participants will better understand creative ways to repurpose content and utilize trends on Twitter and Instagram to give content new life for their institution.
9:00 a.m.–9:45 a.m. Pacific Time
Creating Relevant Content & Growing Your Audience on TikTok
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Developing relevant content and growing an audience on TikTok requires a unique skill set and mindset. In this panel, speakers will share what they’ve learned on their journeys in developing their TikTok channels. Attendees will discover key tips for making the most of their presence on the platform, whether they are still testing it out or are looking for other growth strategies.
Discussion topics include:
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 am.–10:45 a.m. Pacific Time
Youth audiences can be challenging to connect with: privacy regulations are constantly changing, youth are exposed to more than 6,000 ads daily, and their online habits are evolving. Compounding those challenges, higher education institutions often have a unique process, compliance, and branding needs.
Backed by decades of youth advertising experience, Glacier will demonstrate how to develop a messaging strategy that resonates, analyze the most effective channels to create impact, and provide real-life examples to tie it all together. The time is now to take your youth advertising strategy to the next level.
10:45 a.m.–11:30 a.m. Pacific Time
How Social Media Can Amplify Your Higher Education Brand
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The goal isn't to go viral; the goal is to be yourself. Social media has become an essential part of any higher ed brands comms plan, but how do you determine what platform to be on, how often to be on it, and what to put there? Social media isn't just for the intern to handle anymore; it's a part of your communication planning that belongs at any decision-making table.
In this talk, you will walk away with:
• An understanding of how social fits into your brand storytelling
• Case studies from institutions that are fluent in social media
• The rules and tools of engagement
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:45 p.m. Pacific Time
Leveraging Students to Support Social Media Initiatives
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This panel will explore several unique programs to showcase the variety of ways to work with students to help support an institution’s social media content and highlight day-to-day life on campus.
Attendees will learn about striking the right balance between guidance and creative freedom for student workers, how/where institutions are hosting and promoting student-produced content, and how it can complement your other social media messaging.
12:45 p.m.–1:30 p.m. Pacific Time
Believe it or not, executive social media strategy and influencer culture go together like PB&J. A quality brand social media strategy must include social media planning and support for executive leadership. Their voice, combined with the universities, can grow their personal brand and influence and strengthen your brand strength as a whole.
Discussion topics include:
• Defining an influencer. What this means in higher ed at large and within your internal community.
• Developing and building a strategy unique to the mission of a leader.
• Finding their voice and distinguishing it from the primary brand.
• Finding harmony and balance between the mission and the human.
1:30 p.m.–2:00 p.m. Pacific Time
HESM Awards Ceremony
In partnership with #HigherEdSocial
1:30 p.m.–2:30 p.m. Pacific Time
Networking Hour
Tuesday, October 25, 2022
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Producer & Event Emcee
8:15 a.m.–9:00 a.m. Pacific Time
Most conversations about diversity, social justice, and inclusion work surround adopting best practices and replicating strategies that have worked elsewhere. We discuss little about how these strategies fit our populations and what adaptations we need for our game plans to feel "at home" at our institutions.
Using the design thinking model and a creativity framework developed by Amma, participants will have a greater understanding of what institutional knowledge, creative thinking, and a commitment to exploration can do to promote justice and equity on campus. They will get to test these strategies with real issues within their organization.
By the end of the session, participants will:
9:00 a.m.–9:15 a.m. Pacific Time
9:15 a.m.–9:45 a.m. Pacific Time
Speaker-led Roundtable Discussions
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Join one of our small-group video roundtable discussions to share new ideas with your peers. Speakers will lead these discussions.
Confirmed discussion tables:
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 a.m.–10:45 a.m. Pacific Time
A Collaborative Approach to Managing Social Accounts Across an Institution's Departments
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This panel will discuss:
10:45 a.m.–11:30 a.m. Pacific Time
Digging Into Metrics & Analytics as a Team of One
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Tracking metrics and social media ROI often fall under the purview of solo social media marketers. In this session, Joel will share tips for managing metrics and analytics when time and resources are of the essence.
You’ll learn how to:
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:15 p.m. Pacific Time
12:15 p.m.–1:00 p.m. Pacific Time
How to Create & Manage an Effective Content Calendar
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Creating an effective content calendar requires that marketers be thoughtful, flexible, and creative. Panelists will explore approaching calendars from a strategic perspective down to the nuts and bolts of execution and logistics. Attendees will also leave with tips on incorporating content calendar planning into their social media workload.
Discussion topics include:
1:00 p.m.–1:15 p.m. Pacific Time
Break
1:15 p.m.–2:00 p.m. Pacific Time
A Day in the Life: How Higher Ed Social Media Managers Structure Their Days & Teams
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This panel will explore a day in the life of a social media manager from 3 different institutions. Attendees will leave with insights into how different campus teams are structured, manage their time, and collaborate with other departments. The panel will also explore how a social media dream team might look.
Panelists include:
Wednesday, October 26, 2022
8:30 a.m.–8:45 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 a.m. Pacific Time
Using Content to Drive Customer Acquisition
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9:30 a.m.–9:45 a.m. Pacific Time
How to Leverage Social Personalization in Your Ad Campaigns
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Social personalization has gone from wish list to mandate when it comes to how brands plan ad campaigns. But how does personalization work across different social platforms? How can you build it into existing creative workflows? What impact does it have on performance? Learn about the major challenges and opportunities for social personalization and get concrete tips for improving your program.
Takeaways:
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 a.m.–11:45 a.m. Pacific Time
The Future of Social Advertising in a Cookieless Future - Opportunities for Marketers
10:45 a.m.–11:30 a.m. Pacific Time
Influencer marketing has proven to be a beneficial component of a holistic marketing strategy, providing value at various stages of the funnel. During this panel, tech, hospitality, and retail industry marketers will share examples of high-impact campaigns they’ve launched that have driven results from awareness to conversion.
Topics include:
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:15 p.m. Pacific Time
12:15 p.m.–1:00 p.m. Pacific Time
1:00 p.m.–1:15 p.m. Pacific Time
Break
1:15 p.m.–2:00 p.m. Pacific Time
Leveraging Your Executives as Company’s Best Social Influencers
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Social media professionals are often asked how to authentically engage influencers to add legitimacy and tap into a broader audience to enhance their brand messaging. Given the complex and highly regulated health care industry, this can be a more challenging task than building an influencer program to promote a pair of shoes or a new TV show. Beyond the legal red tape, it can be challenging to educate an influencer to accurately explain how your brand’s new drug or health care service will impact your brand intentions. That’s why every brand’s executives should be considered a key component in the social media and influencer mix. Not only are their audiences highly relevant, but they have an intimate understanding and passion for the development of the program. Learn how we have prioritized this across all businesses at CVS Health to move the reputational needle among our key audiences.
Thursday, October 27, 2022
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:15 a.m.–9:00 a.m. Pacific Time
Building Brand Communities on Social
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This panel will discuss how various industries approach community building on social media. Topics include:
9:00 a.m.–9:15 a.m. Pacific Time
Reaching Your Audience With Short, Engaging Videos
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9:15 a.m.–9:30 a.m. Pacific Time
Break
9:30 a.m.–10:15 a.m. Pacific Time
TikTok – it’s not just a platform for dance challenges anymore. There’s an audience for almost everything on this video-based, ultra-engaging social media platform. But can brands make an impact in this space, and where do social media managers even begin?
In this session, Haley Correll, Senior Director of Social Engagement at American Red Cross, will walk you through how her team succeeded with the @AmericanRedCross TikTok account, growing it to more than 776K followers and 13M likes since its launch. Haley will share lessons learned, how TikTok can help brands reach new audiences, what a successful TikTok content strategy looks like, and why flexibility on this platform matters.
Social media professionals will walk away from this session with:
10:15 a.m.–11:00 a.m. Pacific Time
Finding Actionable Insights: What Consumer Conversations Really Tell Us
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Consumers today go into shopping with a deep market understanding. Brands that aren’t matching this with their own consumer and market understanding face unnecessary peril! Particularly as consumers buy with their hearts more often than not these days, with 71% of consumers preferring to purchase from brands aligned with their values. So, staying ahead of whatever shiny object has captured their attention is crucial.
In this session, join experts NetBase Quid as they discuss best practices for gaining a solid understanding of your audience and the category utilizing consumer and market data. You’ll hear how using social listening to identify key recovery indicators has produced spectacular results. You’ll walk away with the knowledge of how to move from assumptions and perceived audiences to build fundamental understanding, grounded data-driven confidence that is based on real people and their habits.
11:00 a.m.–11:30 a.m. Pacific Time
Networking Break
11:30 a.m.–11:45 a.m. Pacific Time
11:45 a.m.–12:30 p.m. Pacific Time
Measuring Social Media Success: Actual “Fire” or Dumpster Fire?
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Social media can be volatile, and in the world of ratios and cancel culture, it can be difficult to know whether or not people are engaging with brand content from a place of celebration or indignation. Celebrating just volumes over value and embracing total engagements over sentiment can lead to brand implosion quickly. This session will cover a custom metric used at AT&T that surfaces the emotional response of a post and helps guide the content strategy's what, when, and where. The custom SCNS (Social Comprehensive Net Sentiment) metric has driven the AT&T powerhouse strategic and creative team to an improvement in sentiment of over 40% and led to overall increases in success metrics across the board. Join Amber as she dives deeper into social measurement that makes sense.
What you’ll learn:
12:30 p.m.–12:45 p.m. Pacific Time
Break
12:45 p.m.–1:30 p.m. Pacific Time
Navigating the Platform Algorithms: Making Sure Your Social Content Can Perform Its Best
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As marketers, it's our job to understand the inner workings of social media platforms to optimize and package our brands and clients' social media content across their channels best.
However, working at the speed of social in the always-changing social ecosystem, it can be pretty daunting to keep up -- or better yet, understand and navigate the algorithms and ultimately prove ROI.
In this session, you'll learn:
1:30 p.m.–2:15 p.m.
Staying on Top of Visual Trends for Social
Managing and Growing Your Student Ambassador Program
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Advocates vs Influencers: How To Choose the Right Voice for Your Business
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The global influencer marketing market size has more than doubled since 2019. In 2021, the market was valued at a record $13.8 billion U.S. dollars. It’s a complex web of content creators with different audience sizes and ways of working. Finding the right influencer and content for your audience can be tricky, not to mention the challenge of measuring the impact on your business.
At Hult, we created and upskilled a network of 90+ influencer students (and parents!) across 6 global campuses with varied social media experience and limited content creation knowledge. In just 1 month, our social media audience grew 30%, 200+ new conversations were started with prospective students, and 30+ students confirmed their place to study, bringing in $1 million of revenue. We did all this with a budget of less than $10K. Over 12 months, they would go on to create 4,000+ pieces of content and host 50+ Instagram live sessions showcasing Hult at its very best through the perspective of its own students.
Through our case study and simple-to-follow tips, we will show you how to build a network of Advocates to create real business impact regardless of budget size or how advanced your marketing strategies are because you are leveraging your own community of students or employees.
In the session, you will learn how to:
Storytelling is an art, not a process, not a tactic – and certainly not a to-do list item – but an art. Much like the great creatives of our time, storytelling requires commitment, motivation, vision, skill – and practice. It's a long-term commitment, but once your team has mastered the art of storytelling, your campaign becomes a veritable success story. The unfortunate part is that we devalue the strategy without the story.
We live in a fast-paced, digital world run by instant gratification and vanity metrics. Even so, we can't understate the value of a good story. It's not all about the perfect campaign, the foolproof strategy, the right audience, or the great bidding tactic. Your story is the single aspect that humanizes your brand, makes you relatable, and nurtures your authenticity efforts. Your campaigns, funnels, and marketing efforts are only as good as your story – it's time to master the art!
The questions you will be able to answer:
While enrollment numbers at the School of Public Affairs at American University stayed steady in the early stages of the Covid-19 pandemic, it soon became apparent that students would not be able to return to campus in 2020-2021. With this news, new challenges emerged for SPA’s in-house communications team. How can they tease the excitement of college life without a campus tour? Finally, how can they ensure that these students show up for a class in a virtual world?
Relatively quickly, they realized that their normal strategies of paid social ads and organic content would fall short of the deeper student connection they sought and that an overtly sales-y approach would seem insensitive to the times. So, with direction from their dean, the team rolled up their sleeves and designed an innovative social media campaign that doubled their video views across all platforms and saw the strongest engagement rate ever. This campaign helped them connect effectively with current and prospective students and compelled them to “show up” for that first day of the virtual class.
As we define the new normal for higher ed marketing after COVID-19, we must build innovative opportunities for a virtual connection. Chay and Sabiha will share their tried-and-tested strategies to tackle the communications and branding challenges for a hybrid education system post-COVID 19.
This presentation will focus on:
Building Community Through Groups
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Look beyond standard social media accounts and pages to build deeper connections with your audience and help students connect with one another.
In a time when students are following so many brand and personal accounts on social media, how can you cut through that noise by using other pieces of functionality and connection tools within social platforms? Diving deeper into the nuance of social media groups could be the answer to level up your student engagement strategy.
Social Media for Graduate and Professional Programs
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When it comes to social media for higher education, the initial audience that comes to mind tends to be Gen Z and undergraduates. However, most four-year schools offer graduate and doctoral level programs, and many also are home to professional schools, like law, business, engineering, computer sciences, medicine, etc. These are often important revenue-generating programs for universities. This session will explore how we can use social media for graduate and professional populations.
Takeaways will include:
The Remarkability Formula: How to Stand Out Online and Off
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As a brand manager, you've optimized your website for Google. You're active on social media. You're running digital and print ads wherever your ideal customers spend time. Unfortunately, so is everyone else.
What was once cutting edge is now just common sense; what once made your brand stand out now makes you part of the herd. So what can you do? How can you stand out once again?
Rich Brooks believes you and your brand are remarkable. That there's something that you do--or could do--that would make you truly remarkable and the perfect option for your ideal customer. But how do you uncover this remarkability, and how do you communicate it in the right place with the right message to the right person?
In this session you'll discover:
The 6 C’s Of Successful Brand Influencer Partnerships
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