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
No matter how big your team, creating fresh content each day can become difficult. 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 time (and coffee) is something we could all use more of.
With examples, metrics and methods used by the team at UNC-Chapel Hill, participants will have a greater understanding of 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 growing their TikTok channels. Attendees will learn key tips for making the most of their presence on the platform, whether they are still testing it out or are looking for further 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 particularly difficult to connect with: privacy regulations are constantly changing, youth are exposed to more than 6,000 ads each day and their online habits are evolving. Compounding those challenges, higher education institutions often have 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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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.
Attendees will learn about examples including:
12:45 p.m.–1:30 p.m. Pacific Time
Creating a Social Media Presence for Executive Leadership
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 we have about diversity, social justice, and inclusion work surround the adoption of best practices and replication of strategies that have worked elsewhere. But little is discussed at the outset about how these strategies fit our populations, and what adaptations will be needed 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- and will get to test these strategies out with real issues within their organization.
By the end of the session, participants will:
9:00 a.m.–9:45 a.m. Pacific Time
Implementing a Test, Learn & Optimize Strategy with Social Advertising
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
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 all the way down to the nuts and bolts of execution and logistics. Attendees will also leave with tips on how content calendar planning can be incorporated into your 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, how they manage their time, and how they collaborate with other departments. The panel will also explore what a social media dream team might look like.
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
Tips For Creating a Content Strategy to Drive Customer Acquisition
9:30 a.m.–9:45 a.m. Pacific Time
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
Developing an Influencer Strategy For Every Level of the Marketing Funnel (Awareness to Conversion)
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:15 p.m. Pacific Time
Sponsor TBA
12:15 p.m.–1:00 p.m. Pacific Time
Strengthening Customer Relationships & Brand Trust Through Social Customer Care
1:00 p.m.–1:15 p.m. Pacific Time
Break
1:15 p.m.–2:00 p.m. Pacific Time
Leveraging Social Listening Insights to Keep Your Content Relevant & Timely
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
9:00 a.m.–9:15 a.m. Pacific Time
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 really 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 the steps of how her team found success 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 being flexible on this platform really matters.
Social media professionals will walk away from this session with:
10:15 a.m.–11:00 a.m. Pacific Time
11:00 a.m.–11:30 a.m. Pacific Time
Networking Break
11:30 a.m.–11:45 a.m. Pacific Time
Sponsor TBA
11:45 a.m.–12:30 p.m. Pacific Time
How to Measure Social Media Success: Finding the KPIs That Matter For Your Brand
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
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 to your business.
At Hult we created and upskilled a network of 90+ influencer students (and parents!) across 6 global campuses with varied experience of social media and limited knowledge of content creation. 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 $1Million 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 it’s 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 of all of this is that without the story – the strategy is devalued.
We live in a fast-paced, digital world. One that is run by instant gratification and vanity metrics – even so, the value of a good story can’t be understated. 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 humanises 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 clear that students would not be able to return to campus in the academic year 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 salesy approach would seem insensitive of 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, it is essential that we 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:
International Recruitment Strategy Using Social Media
Auditing Your Social Channels: How to Retire Old Accounts
