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Day 2 Programs

Wednesday, February 5, 2020

Main Stage Sessions

9:00 am–9:40 am

Keynote: The State of Influencer Marketing, Social Algorithm Changes and Top Trends of 2020

Crystal Duncan
Vice President, Influencer Marketing
Emily Josephson
Senior Brand Manager

Not long ago, influencer marketing was a trend. Every year-end report marketers could get their hands on invariably had a chapter in the lines of “The Rise of Influencers” or “Why Influencers Are Here to Stay.” This made sense in the past because this marketing tactic – powered by social media – began in the mid-2000s and was considered an emerging solution that lived under content creation, community management, or paid media. 

Today, influencer marketing is a critical part of the marketing mix. In fact, it’s expected to grow to a $15 billion industry by 2022, up from $8 billion in 2019, according to Business Insider Intelligence estimates.

Our Top 10 Trends Influencing 2020 is a manifestation of where we see the Influencer space going and how marketers can really make an impact. Fake followers, vanity metrics and overly polished content are some of the challenges brands have faced when partnering with influencers. To build trust is increasingly difficult for brands amid an ever-so pervasive and disruptive landscape, where the digital medium itself is challenged on many fronts. But, in the face of disruption also lie great opportunities for businesses who are looking to earn trust and authentically engage with their audiences.

Takeaways:

  • How Whole Earth is partnering with Influencers as Ambassadors and Brand Partners vs. as transactional voices and how this impacts long-term relationships and brand advocates.
  • The value of Micro and Nano Influencers in your Influencer Marketing mix.
  • How Authenticity and Transparency in your Influencer Strategy will help build trust in this ever-changing landscape.
  • The importance of paid media in support of your Influencer Strategy

9:00 am–9:40 am

Opening Keynote: Storytelling with Empathy: Rise Against the Machines

Miri Rodriguez
Head of Global Internship Program

A distinctive story helps define and successfully communicate unique personal and business attributes. Storytelling has become a powerful business tool in today’s digital age because it begins and ends with empathy, driving an immersive and emotional experience for stakeholders and audiences that inspires them to action. In this dynamic and interactive session, Miri will share practical tools to help you become a skilled storyteller in a looming robopocalypse so that you can successfully keep relevant in the marketplace, drive engaging relationships and win in business and in life.

Key takeaways:

  • What is storytelling…and what is not
  • Ways to tell a story
  • Crafting your story with empathy and Design Thinking Principles

9:50 am–10:30 am

Keynote: Friends of Carhartt Case Study: The Role of Trust and Relationship Building in Influencer Marketing

Gwen Roney
Associate Manager of Influencer Marketing
Brian Bennett
VP of Brand Creative and Executive Producer

9:50 am–10:30 am

Panel: Creating Meaningful Social Media Relationships through Content

Caleb Gardner
Managing Partner
Chad Berndtson
Senior Director, Content Marketing
Jon Frederick
Director of Social Media
Karalyn Zamora
Director of Digital Marketing & Growth

This panel will discuss best practices and case studies on topics including:

  • Creative processes for content focused on relationship-building
  • How to recognize and honor highly engaged audiences
  • Opportunities for content to play a huge role in brand trust and loyalty
  • Most valuable data metrics for getting a sense of which content is resonating best with your audience (and what to do with those metrics!)
  • Recapturing unengaged followers who may have stopped seeing you in their newsfeed
  • Organic strategies for capturing new followers vs maintaining relationships with longstanding followers

3:30 pm–4:10 pm

Brand Case Study: Creating Home Run Partnerships: How Home Chef Found a True Collaborator in Andrew East

Jade Sherman
Partner; Alternative Programming, Digital Media, Licensing and Branding
Lauren Hurt
Senior Manager, Influencer Marketing

Influencer marketing has exploded in recent years and it is no secret why. Brands have realized the value of influencer partnerships and are dedicating a sizable portion of their marketing budgets to content creators that align well with the brand and their target market. Creators can leverage their skills, expertise and social presence to monetize their influence, while brands are able to reach new and key audiences in unique ways. 

Join Abrams Artists Agency agent Jade Sherman, creator and influencer Andrew East, and Home Chef influencer marketer Lauren Hurt as they demonstrate what a successful partnership looks like. Learn how to employ specific strategies that are mutually beneficial and result in a win-win situation for both the creator and the brand.

Takeaways include:

  1. The agent’s vital role in identifying Home Chef as the right match for creator Andrew East.
  2. The value of trust that companies have in the creators they choose to represent their brand
  3. Understand the main goals of each party, how they differ from one another, and how to approach them
  4. Integrate in different ways that go beyond social media platforms and have potential crossover

4:20 pm–5:00 pm

Case Study: We Are Proof: Leveraging Local Influencers to Produce Viral Success

Jason Falls
Director of Digital Strategy
Geoffrey Blair
Director of Brand Strategy

 How many people would you expect to watch a two-minute video about an academic medical center? UK HealthCare, the health system of the University of Kentucky, wanted its brand story to ignite its social media audience like never before. It needed influential people in the area and its own employees to amplify the power of the story and connect the brand to the audiences it serves. UK HealthCare’s Geoffrey Blair and Cornett’s Jason Falls will explain how harnessing micro-influencers and a hunch about the Facebook algorithm drove more than a million views from a community of about 300,000.

 Attendees will:

  • Learn what strategic decisions go into high-level creative to engage multiple audiences
  • Discover how to mix macro and micro-influencers into a cohesive execution to support creative campaigns
  • See how simple asks of multiple influencers can drive additional content to sustain a campaign beyond launch

4:20 pm–5:00 pm

Closing Keynote: Future Forward: Navigating the Next Evolution of Social Media

Ian Beacraft
VP, Group Director: Strategy and Innovation

As social media professionals our work sits at the intersection of the culture and technology; the nexus of trends and innovation, where the next big thing is always just about to happen. Strategy, content production, and communication will experience an incredible change in the next several years, as social media continuously expands to include new technologies, platforms, and business models. How will this happen, and how can we make use of these insights in our day to day work?

In the third installment of this annual keynote, Ian explores the near and distant future of social media, communications technology and their impact on culture and commerce.

Takeaways include:

  • How surprising applications of artificial intelligence will change both what we see and what we create for the social feed 
  • How new tools will drive a surge in Immersive content 
  • Understand the coming revolution in social networking that will change the face of social platforms for decades to come
  • Which skills will drive successful consumer engagement in the next 2-5 years and exactly how to build them - including resources you can use today.

Influencer Marketing Track

11:00 am–11:40 am

Panel: Influencer Search, Discovery and Outreach — How to Find the Right Influencers for Your Brand

Lorren Thomas
Social Business Specialist (Influencer Marketing)
Adam Ornelas
Strategist, Social & Influencer

1:30 pm–2:10 pm

Staying FTC Compliant: Tips for Brands and Influencers

Jim Tobin
Founder & President

In the United States, the Federal Trade Commission enforces advertising disclosures and they've made it clear for years now that influencer marketing falls within their purview. Both brands and influencers have come under their scrutiny. After this session, brand, influencers and their agencies will have clear steps to take to stay compliant with the FTC guidelines. You'll know the importance of phrases such as "meaningful connection" and "clear and conspicuous" and why leaning into them will not hurt the performance of your content.

2:20 pm–3:00 pm

Panel: What You Should Know About Brand Safety and Alignment before Launching Your Influencer Campaign

Nicole Emerick
VP, Director of Social and Influencer Marketing
Peyton Dougherty
Chief Operating Officer
Kate Senie
Manager, Social Media and Influencer Marketing
Erin Person
Business Affairs Lead

Panel topics include:

  • Influencer Selection, Vetting, and Content Review: Best Practices
  • Identifying and Fostering Authentic, Ongoing Alignment Between Brands and Influencers
  • Contractual Must-Haves: Revisions, Morals Clauses, etc.
  • The Best of Both Worlds: Integrating Brand Messaging with an Influencer's Unique Style and Voice
  • Getting on the Same Page: Individual Influencer Kick-Off Calls and Personalized Campaign Briefs
  • Preparing for the Worst: Establishing Pre-Approved Alternates. 
 

Program A: Social Media Strategies

11:00 am–11:40 am

Producing Consistent Content with Limited Resources for Small Businesses

Liz Wassmann
Brand Manager

Brands can often leave social at the bottom of the priority ladder - creating social content as an afterthought, rather than a core tenet of marketing strategy. In her talk, Liz will focus on ideas for keeping a robust content funnel full as a small brand with limited time, money, and design/photo resources to dedicate to keeping social fresh. 

Liz will share the (free!) content calendar system she uses, tips for taking and editing photos on your phone without a photography background, and ways to create graphics without any design software. I’ll also dive into content ideas and categories that any small business can pull. 

Takeaways:

  • How to do photoshoots in your office in 2 hours for $50
  • How to design graphics you would post without Adobe Creative Suite or a design background
  • How to build a content calendar through content category types so you know in advance what you’ll post and how you’ll source the content
  • How to report on social media impact for executives

11:50 am–12:30 pm

How to Create Content that Drives Qualified Traffic and Leads at Scale

Laurel Miltner
Director of Digital Strategy

Overwhelmed with the complexity of strategic content production and management? 72% of your peers are too, according to research from the Content Marketing Institute. Let’s talk about how you can get creative with your content strategy and development, and invest your limited time and resources in the things that matter most.

In this session, you’ll learn how to:  

  • Drive more traffic and conversions on the content you already have
  • Prioritize content creation efforts to drive results
  • Create cross-channel, multi-format content more efficiently using structured content

1:30 pm–2:10 pm

Why Marketers Should Focus on Editorial Franchises, Not Content Marketing

One of the most common marketing investments is content marketing, and for good reason: Content is the currency of the internet, and it can find, attract, warm and convert prospects for all types of businesses. But as content marketing grows in marketer popularity, so do consumers’ expectations for the value that it drives in their lives. Through our research, we’ve found that projects borne from a commitment to audience service tend to develop stronger audience relationships and bring more value back to the organizations that fund them. Simply put, marketers who invest in editorial programs create assets that can develop into sub-brands that drive actual business value. In this session, we’ll show the attendees how to get started.

Attendees will learn:

  • How to build the business case among your executive team
  • How to build a unique editorial strategy for your brand
  • How to create repeatable content types that drive ongoing value back to your business
  • Lessons from major brand case studies, including MGM, Apple Leisure Group and Northwell Health

2:20 pm–3:00 pm

Creating Breakthrough Content for B2B Audiences

Amber Naslund
Senior Content Consultant

B2B doesn’t have to be boring. Despite what we might think (and sometimes see), it’s critical for B2B brands to captivate their audiences, connect on a personal level, and create personality and distinction so they can be memorable and engaging. But what does it take to do that, exactly? 

Seasoned marketing exec Amber Naslund of LinkedIn will break down the essentials of breakthrough B2B content including:

  • Why brand awareness is still critical, and how to incorporate it
  • The importance of creating whitespace and content pillars
  • The creative tips and tricks that can give your content an edge

Program B: Content Creation and Marketing

11:00 am–11:40 am

Using Data, Metrics, and Tools to Drive ROI

Ryan Peña
Social Media Strategist

Yassss…we know content is King/Queen and YAAASSS…we know that video is the future of social. While those best practices are critical to success for brands, we also need to know how to show this success in a meaningful way to our leadership team. Data, metrics, and tools come together as critical ways to tell a story on how our work in the social media space is affecting ROI for organizations. 

In this talk, you can expect to learn the following:

  • Real examples of using data to inform what works/what doesn't
  • How to use data to help redefine your social strategy
  • Free & not-free tools you can use, depending on your budget
  • How data can increase your budget for social

1:30 pm–2:10 pm

A Marketer’s Guide to Voice in 2020: How You Can Stay Competitive and Increase Customer Engagement

Nick Myers
Founder & CEO

With the arrival of 2020 and the new decade, it is safe to say that we have officially entered “The New Age”. Technology is no longer just sitting on the sidelines available to us for when we need it. Emerging technologies like AI and Voice are rapidly changing the technological landscape as we know it and have embedded themselves in our day-to-day lives in ways that we may not event realize solving hidden problems for us right under our noses.

Voice has been the fastest most widely adopted technology in the history of humanity. The 2010’s saw the rise of voice assistant technologies like Siri, Alexa, Google Assistant, and Bixby housed in smart speakers that made it possible for people to accomplish a simple task in a matter of seconds. In 2020 Voice is poised to break out of just smart speakers and start becoming ubiquitous across billions of devices. As a marketer, it is crucial that you begin to develop a strategy to remain competitive and engage your audience in this new channel.

In this thought-provoking and strategy fueled session you will:

  • Learn about the fundamentals of Voice, how it works, and why it matters
  • Understand the basics of voice search and how you can begin optimizing your content and strategy to own Voice search for your brand in your industry

2:20 pm–3:00 pm

Case Study: B2B Sales Enablement and Social Media Selling

Kelsey Kruzel
Program Manager - Social Media

See Full Agenda

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