Tuesday, June 8, 2021
8:45 am–9:30 am PT
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:
9:30 am–10:15 am PT
The Use of Social for Brand Research - How Consumers Are Vetting You Online
10:15 am–10:45 am PT
Break
10:45 am–11:45 am PT
Bringing New Life to Your Words: Magical Ways to Improv Your Writing (That’s Not a Typo!)
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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:
11:45am - 12:00pm PT
The Battle for Quality vs. Quantity in Social Media Community Management in 2021
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A new era of social community management begs the question: Do want quality or quantity when it comes to engaging with our social media community? For example, when you get hundreds of thousands of comments, do we mass reply, or do we spend individualized, curated attention to loyal fans? Neither path is wrong, though one of them is certainly more effective for your brand’s KPI’s.
How do we know? In 2020 alone, ICUC monitored more than 6 MILLION social media mentions for clients. Our top ten clients are Fortune 500 Businesses. We’ve accrued a vast, global knowledge-base, and today we’re laying out our secret sauce for you to share and utilize across your organization.
By the end of this presentation, you will not only feel more confident in your brand’s approach to customer engagement on social, but more fulfilled in your organization’s overall mission. Are you in? Join us.
12:00pm - 12:10pm PT
Break
12:10 pm–12:55 pm PT
Creating a High-Performing B2B Social Media Strategy
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In this panel, you’ll hear from several brands within the B2B industry that will discuss topics including:
12:55pm PT
Day 1 Concludes
Wednesday, June 9, 2021
8:45 am–9:30 am PT
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:
9:30 am–10:15 am PT
Using Social Listening as an Insights Machine to Inform your Content Strategy
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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:
10:15 am–10:45 am PT
Break
10:45 am–11:30 am PT
Captivating the Next Generation of Coffee Drinkers via Influencer Brand Love
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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.
11:30am - 11:45am PT
Demystifying First-Party Data to Build Authentic Brand Partnerships
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There’s no better influencer to use in a campaign than one who is already a brand champion and advocate. This is much easier said than done, however. In fact, 61% of marketers still consider finding relevant influencers for a campaign difficult. And now, on top of these existing struggles, marketers are now facing an even newer challenge, third-party cookie depreciation.
In this session, Captiv8’s Head of Strategic Partnerships, Saeyoung Cho, will break down the best practices for discovering relevant talent, and how companies can leverage first-party data to create long-lasting, authentic brand partnerships.
11:45am - 12:00pm PT
Break
12:00pm –12:45pm PT
Panel: How to be Nimble & Authentic with Everyday Crisis
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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:
12:45pm PT
Day 2 Concludes
Thursday, June 10, 2021
8:35 am–8:45 am PT
Welcome Remarks by Summit Emcee
8:45 am–9:30 am PT
Best Practices to Create Authentic Content With Influencers Using Multimedia
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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:
9:30 am–10:15 am PT
The Shift Towards Social Good: How Influencers are Becoming Credible Communicators
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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:
10:15 am–10:45 am PT
Break
10:45 am–11:30 am PT
The Robin Roberts Affect: How We Created a Unique Life-Saving Influencer Activation
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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:
11:30am–12:15pm PT
Opportunities on TikTok: Best Practices for Working with Influencers on the Platform
12:15pm - 12:30pm PT
Break
12:30pm - 1:15pm PT
Case Study: Engaging Influencers in Both Your Local & National Markets
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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:
1:00pm PT
Day 3 Concludes
Friday, June 11, 2021
8:35 am–8:45 am PT
Welcome Remarks by Summit Emcee
8:45 am–9:30 am PT
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:
9:30 am–10:15 am PT
Leveraging Data and the Influencer Voice to Power High-Performing Influencer Marketing Campaigns
10:15 am–10:45 am PT
Break
10:45am - 11:00am PT
How Influencer Marketing Comes Full Circle
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So you worked with influencers... now what?
You’ve only just scratched the surface of the superpower influencers have besides their audience.
In short, your influencer partnerships shouldn’t end there.
At a time when consumers are online more than ever before, it’s important to cut through the noise and grab their attention.
To do this, you’ll need to refresh your creative assets and get personalized with your ads. The good news is, tapping into your brand fans, creating ongoing partnerships, and amplifying your top-performing creatives takes you there, fast.
Every marketer seems to be doing influencer marketing, but not every marketer is making the most of their influencer strategy.
Join TRIBE’s US Sales Director, Pat Arnold as he shows you how some of the world’s biggest brands are strengthening their 360 digital marketing strategy by elevating your most influential customers.
11:00 am–11:45 am PT
How Google Maps' Influencer Strategy Pivoted in 2020
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11:45am PT
Day 4 Concludes
How Best Practice Social Media Supports Your Sales and Lead Generation Goals
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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:
Best Practices: Influencer Marketing Program Development and Compliance
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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
Getting Creative - Building Content For Facebook and Instagram
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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.
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.
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.
Tuning into TikTok: Leveraging Influencer Marketing Across the Film Lifecycle
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Glenn Ginsburg, SVP of Global Partnerships at Gen Z-focused influencer marketing agency, QYOU Media will showcase how QYOU Media’s longstanding partnership with Universal Pictures targeted families and mainstream audiences through TikTok with a unique approach. They strategically treated each franchise IP like an influencer and tapped other influencers to join the fun, driving views, engagement and building channels along the way. The session will feature case studies including two blockbuster animated features from Universal Pictures and DreamWorks Animation - Trolls World Tour, released during the spring of 2020 and Croods 2: A New Age, released during holiday 2020.
Key Takeaways: