We’re in the experience era. Everything brands share online must be with the intent of providing a better experience. In this panel, speakers will share how they leverage social media to drive better customer experiences, ultimately paving the way for customer loyalty. You’ll learn how exceptional customer experiences can turn your existing customer bans into fans, advocates, and community members. 

Topics include:

• The importance of reading the room your customer is in: being thoughtful in how you showcase your product in a way that is relevant and provides value
• Opportunities to adjust and strengthen your offerings and continue to delight your audiences from a distance during the pandemic
• Treating social as a two-way conversation and actively participating in social spaces that your customers value
• Establishing relationships with dedicated support teams and resources to help customers as quickly as possible
• The role of social media in rebuilding customer confidence post-pandemic

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Today we are being challenged to communicate flawlessly and with agility…and often on the same topic over and over again as we create content for social media platforms as well as other communications.  How can you bring a fresh perspective to your writing that will engage the reader? And how can you change your own way of thinking in order to discover new approaches and angles?

Find out here.

These improvisational-based exercises will help you break through writing blahs…and everyone’s expectations. Whether it’s social media posts, a press release or PowerPoint, this is where the magic starts.

You’ll learn:

• The tenets of improv—stagecraft exercises to help you write better
• How to use the power of “Yes, and…” to push your writing and audiences to new heights
• How to kill your inner editor and get away with it
• Savvy methods to manipulate your “same-old” writing style
• How to inspire your own creative thinking using successful examples and exercises

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In this panel, you’ll hear from several brands within the B2B industry that will discuss topics including:

• What B2B brands can learn from B2C, including connecting, engaging, and amplifying customer voices
• Giving your B2B teams the tools they need to succeed on social media: attracting clients, branding their own social space, and defining how to use the brand’s creative assets
• Strategic planning across a variety of social channels to drive B2B account engagement
• Collaboration and planning together across departments (sales, marketing, ops, content, social media, and digital) on marketing to a B2B account
• Customizing go-to-market strategies for B2B teams to be able to support the brand’s goals

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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: 

• Tips on how to highlight employees on social media, including the best platforms to use
• Understanding the difference between employees and influencers
• Knowing when and when not to use UGC
• Tracking results & measuring success
• How to kickstart an executive presence when they aren't on social media

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Social listening is an incredible asset for brands - and it’s become even more important within the last year. It enables brands to watch for trends in social conversations, identify relevant stories, and quickly respond with existing content or quickly create new content to address them. This panel will dive into how you can use insights to create a responsive content engine, even beyond social media. 

Topics include:

• How to properly vet different social and web listening tools for the needs of your business
• Leveraging social listening to be proactive rather than reactive
• How the digital landscape has changed as a result of COVID-19 and why social listening is more important than ever
• Ways social listening can help brands avoid appearing tone-deaf
• Using social listening insights to create the content your customers are asking for
• Differences between B2B and B2C social listening

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As a brand, Dunkin’ is constantly innovating and evolving. The Dunkin’ media strategy is aimed at constantly reaching new customers, including the next generation of coffee drinkers, with engaging messaging. 

In the summer of 2020, Dunkin’ and Digitas turned to TikTok, the social platform that is growing at an astounding rate. Enter Charli D’Amelio. Charli has demonstrated her organic love for Dunkin’ since the beginning of her rise to fame on TikTok. Her most devoted fans are the younger portion of Gen Z – the next generation to become loyal Dunkin’ fans. In this session, we will talk about Dunkin’s ongoing partnership with Charli D’Amelio, and the unique media strategy that accompanied the partnership, making it an instant record-breaking success. 

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Being nimble and responsive has become more important over the years as topics of conversations on social media have skyrocketed. It’s become essential for brands to evolve and find ways to stay relevant within social as conversations shift, requiring quick content development as well as strategic guidelines covering when it’s appropriate to insert a brand into a conversation. 

This panel will share their guiding principles when developing social and content strategies, with authenticity being at the top of the list -- especially during times of everyday crisis. 

This panel will review topics including:

• The biggest adaptations and changes these organizations have had to make in 2020 
• How your brand can breakthrough in a crowded and fast-moving social landscape
• Suggestions for how to get buy-in and navigate an unwieldy approval process
• Ways to empower you and your social team to react (or NOT react) to breaking news or viral trends, and the role of data in helping inform decisions
• The benefits of a small rapid response team to keep key stakeholders in the loop while cutting through gridlock and uncertainty
• The power of authenticity – no matter what that looks like
• How to still have fun -- because it’s social media!

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There are many moving parts when it comes to executing a successful influencer campaign across multimedia. Working out the right mix of content for your campaign, determining which influencers are the best fit for your program, and identifying clear goals of the campaign all lay the groundwork for success. 

In this panel, you’ll hear from both B2B and B2C brands on what they’ve learned about what it means to create truly authentic content in the influencer space. 

Discussion topics include:

• The importance of a talent's connection with their audience versus the size of their following
• The difference between "influencers" and creatives with a following
• Ensure your partners are onboarded to your brand and your campaign: conducting a vetting process for brand fit
• Crafting influencer-centric briefs: establishing goals & campaign measurement ahead of time
• How to protect the influencer POV and creative approach
• Involving influencers in campaign development for better partnerships
• Creating content for long-form and emerging content types (YouTube, TikTok, Reels)

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Social good is an important topic for all businesses. But how do you connect this topic to your business objectives and pipeline in an authentic way? Discover how to collaborate with internal and external influencers, in innovative ways, to tell your story. You will learn:

• Why social good is an important topic
• How to discover influencers who can tell your story
• Manage an influencer campaign with confidence

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The Be The Match team had just wrapped up featuring a patient searching for his life-saving match on Good Morning America and were filming staff swabbing to join the registry when Robin Roberts walks by. Learn how that moment produced an unexpected influencer activation driving over 10,000 potential donors to the registry in 2020! 

In this session, you will learn:

• How to create an authentic influencer campaign
• Why we broke away from the 15 – 30 second recommended ad length and why it worked
• Remarketing tactics
• How we leveraged the success of this campaign to rethink future paid media activations

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Mercury Marine, manufacturers of outboard motors and MerCruiser inboard engines, works with over 4,000 dealers across the US. They knew there was an opportunity to engage their diverse communities of boating enthusiasts, and wanted to use influencer marketing to do it. The challenge was creating influencer campaigns that were unique to local markets to inspire a sense of community. In this case study, Gary will share how Mercury Marine worked with boating brands and local influencers to activate their brand across YouTube, TV, and social media.  

Attendees will learn how to:

• Prepare influencers to inspire and instill a sense of community around your brand
• Stay consistent with your brand message across local and national marketing
• Connect your value proposition to a lifestyle
• Creating broad and local relevance for consumers
• Diversifying your strategy to engage target audiences on-air, online, and in-person
• Delivering dedicated brand appeal even when collaborating with external partners

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In this panel, you’ll hear both brand and agency perspectives on what it means to build a long-term brand partnership with an influencer.

Discussion topics include:

• How to identify influencers that align with your brand ethos, rather than a singular campaign idea, to produce authentic, on-brand, evergreen content
• Why your influencer partnerships should be treated as a branded community that you cultivate, nurture, and tap into regularly
• How to vet influencer partnerships during long-term collaborations to ensure brand safety
• Things to remember when budgeting for long-term partnerships (exclusivity costs, usage costs, etc.)
• The benefits of leveraging your influencer relationships for product research/development through focus groups and questionnaires

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Cats are the top sensation on the Internet, and making content about them is fun. However, making fun content about cat litter is far more challenging. 

But the Clorox and Reach Agency teams did just that for the launch of Fresh Step’s newest product, Fresh Step with Gain Scent. Fresh Step with Febreze Freshness with Gain Scent is a new, exciting product launch for the brand and the cat litter category as a whole. It combines the odor control properties of Fresh Step and Febreze with the iconic fresh scent of Gain.

The biggest challenge in this category is the aversion to showing cat excrement (something no one wants to see). The brand revitalized boring, traditional litter product videos and fused them with entertainment and humor using demotainment. This innovative, creative approach exceeded business objectives and set this new product up for success in the litter category.

Key takeaways:

• How to leverage influencers to tell a product story for a new product launch
• Creative effectiveness using influencer content in paid media
• How to effectively collaborate creatively with influencers

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Social media platforms are a conduit for product information, reviews, referrals, promotions and links, but also offer a valuable opportunity to connect with your customers. As such, social media as a channel has become an integral part of the customer journey for consumer and B2B audiences and ideal for supporting sales and lead generation goals. In fact, more than half of all marketers identified social media marketing as the most effective tactic used for improving lead generation quantity and quality.

In this presentation, join Senior Content Specialist Kelly Bradley as she reviews key, social media best practices that support your sales funnel and deliver on lead generation objectives.

You’ll learn:

• How to match “platform to persona” to be sure you are leveraging the platforms that your customers actually frequent
• The importance of profile optimization
• Organic vs. paid as a growth and lead gen strategy
• The role of online listening in platform development
• Value-add content to incentivize interest and leads

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The objective of this session is to highlight best practices for brands to consider when developing and monitoring the effectiveness of their influencer marketing programs.

After brands attend this session, they’ll understand and have several key actionable takeaways as it relates to:

1. Must have components in their internal social media engagement policy

2. Clear understanding of their FTC Social Media Endorsement Guideline obligations

3. Top material provisions should be in their influencer agreements

4. Awareness and compliance with social media platform branded content guidelines

5. Influencer Marketing Program audit process

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Creating content for your Facebook and Instagram accounts takes: time, money, resources, and know-how that may not be the top priority for every marketing team or business owner. But great ad strategies rely on great creative to be successful. So, how can you have it all? In this session, we'll cover the tips and tricks for building your content - without breaking the bank (or the clock). You will learn: the anatomy of a great post and ad, how to develop a content strategy, and how to take your photos and utilize apps to create thumbstopping ads.  

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The influencer marketing industry in 2020 has many key players from managers, agents, influencer marketing companies, advertising agencies, MCNs, social media platforms to the talent themselves. It can feel daunting for a brand to navigate each stakeholder. This session is great for a brand, influencer, or entrepreneur looking for unique ways to promote their business in 2021.

Takeaways include:

1) Learning the roles of different influencer marketing stakeholders.

2) Discovering how to best approach each industry stakeholder (from talent to advertising agencies) dependent on marketing needs.

3) Learning how to work with the influencer marketing industry to produce the best ROI.

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With an unprecedented pandemic that upended our lives, a volatile political climate that rages on, and calls for social justice becoming louder than ever, brands have a lot to consider when trying to enter conversations on social media these days without sounding tone-deaf. Partnering with influencers adds another layer of complexity as brands give up some of that comfortable control to content creators. This session will cover examples of where brands shined and brands who’s missteps cost them dearly. With each example we’ll identify actionable ways brands can move with the speed of the social conversation in their influencer partnerships.

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