Wednesday, October 10, 2018
Join both AM and PM workshops and get $100 off your training day registration price!9:00 am–10:00 am
Registration and Continental Breakfast for Training Attendees
10:00 am–1:00 pm Social Media Training AFinding and Sharing Your Brand's Extraordinary Stories on Social Media In this fun, engaging workshop, Mike will introduce you to content marketing exercises and techniques to uncover an ongoing stream of extraordinary brand stories that will resonate with and boost your content marketing audience. Takeaways: An actionable approach to identify, develop, and share extraordinary stories on a consistent basis:
| 10:00 am–1:00 pm Social Media Training BEverything You Need To Know about Designing and Launching a Strategic Chatbot What is a chatbot, and how can it grow your business? Who are chatbots for? What makes a chatbot successful? This workshop will explore strategies and best practices for delivering personalized brand messages at scale - by adding a chatbot to your social media strategy. We'll cover the basics, like exactly how a chatbot can grow your business and help you acquire customers, goal identification and what makes a strategic bot, and platforms and tools that can help you. Then, we'll dive deeper into voice and personality in chatbots, and best practices of conversation design. What happens after you launch your bot? We'll talk through how to maximize engagement and conversion through advertising, and what metrics can track the performance. Through the presentation and activities, attendees will learn:
Who is this social training for? |
1:00pm–2:00 pm
Networking Lunch for AM Workshop Attendees / Registration for PM Workshop Attendees
2:00 pm–5:00 pm Social Media Training CAn In-Depth Look at Advertising on Facebook & Instagram Ashley and Nicolette will be reviewing Facebook & Instagram ad formats, targeting, and best practices to maximize paid performance based on campaign objectives. In this hands-on workshop, attendees will leave with a deep understanding of:
Who is this training for? | 2:00 pm–5:00 pm Social Media Training DBuilding Endurance: An Introduction to Agile Marketing for Social Media Marketers Our audiences love content, and we love producing it for them. But the demand for new forms of content at an increased quality and frequency has our teams working harder than ever. We need to find a suitable pace to give us the ability to regularly publish great content over the long haul. It is time to embrace more efficient marketing practices to help us reach our goals and our audiences. Jeff Julian, Co-founder of EntepriseMarketer.com, will present an approach to content creation he has used for over a decade commonly known as Agile Marketing. Using the Agile principles, you will get hands-on experiences with planning and developing your content in a team-based and energetic environment. Flexibility is required, but running shoes are optional. Takeaways:
Who is this for: Marketing team leaders or influencers who want to see more consistency, structure, and performance come out of their work. |
5:00pm
Pre-Summit Training Day Concludes
Thursday, October 11, 2018
7:45 am–8:45 am
General Summit Registration and Breakfast
9:00 am–9:45 am
How OWN Creates Community and Multi-Platform Success With Social Video
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Learn how OWN: Oprah Winfrey Network transformed one of their most powerful assets—long-form episodic video—by turning it on its head to create a multi-platform publishing brand. SuperSoul Sunday, once relegated as a weekly Sunday morning interview program reaching a modest 1 million views a week has transformed into a five-sided experience—television, social, digital, video-on-demand, and podcasts—delivering the content consumers want, when and wherever they want it. In less than a year the brand is now amassing as many as 10 million weekly views and has gained critical support and attention from Social networks, tech platforms, and publishers alike.
In addition, Conner LeBas, OWN’s Director of Marketing & Social Media, will share how the network adapts video into socially-native formats to create & sustain communities, creating Super Fans for their programs and how YOU can do the same, regardless of industry or product.
Attendees will take away:
10:00 am–10:45 am
How to Structure Your Team for Social Media Success
10:50 am–11:15 am
Sponsor Meet and Greet / Networking Break
Track A: Evolving and Developing Your Social Media Strategy | Track B: Content Creation and Storytelling Best Practices | Track C: Creating Engagement Across Social Media Channels |
11:15 am–12:00 pm Case Study: How to Make Social Media an Integral Part of your B2B Marketing Plan Social media is both a curse and a blessing when it comes to using it effectively in your marketing plan. It offers a compelling way to establish better brand awareness and provide useful content to your target audience. It is not, however, a great vehicle to drive leads. When it comes to B2B, there is some confusion on what social media can deliver and how much emphasis should be placed on it. This session provides real-world examples based on success using social media as an integral part of a complete marketing plan from organizations including Atmosera, Mollet Printing, Atlas Capital for ROW DTLA properties, and Runyon for Platform properties. In this session, the audience will learn how to:
| 11:15 am–12:00 pm How a Tweet Got Us on Good Morning America...TWICE! Imagine the moment when I saw my tweet on national TV...and it didn't even have any typos! This talk will share the journey we took at Be The Match to leverage social listening, watch trends, and work quickly to launch what ended up becoming a viral campaign, #LemonsForLeukemia. We'll also talk through mistakes, learnings and how we overcame pushback from our internal teams based on going against the normal process for content creation. Expect to uncover strategic approaches to effective storytelling while showing your organization an exciting way to break through the noise that is social media. | 11:15 am–12:00 pm It’s challenging to make your brand stand out on social media. Leveraging social media during an event or grand opening can prove to be even more challenging. In this session, Heather will share how she’s created and executed social media strategies that engage fans in real-time during large events and grand openings. Takeaways:
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12:10 pm–12:55 pm Case Study: Pitney Bowes Journey to a Data-Driven Social Strategy Social Media insights center on driving efficiency, demand generation, market insights, and most importantly, taking the guesswork out of business operations and investments. Learn how Pitney Bowes uniquely captures real-time, unfiltered, unbiased global conversations about our relevant industries; competition; partnerships, products, and services offered to clients; business opportunities, and more, and turns its social data into actionable business insights. | 12:10 pm–12:55 pm How Prose Builds New Brand Trust with Content Marketing | 12:10 pm–12:55 pm Effective Influencer Marketing as Part of Your Social Media Strategy |
1:00 pm–2:00 pm
Networking Hour — Hot Buffet Lunch Provided
2:00 pm–2:45 pm Gaining Leadership Support (Even Skeptics): An Open Story of One’s Corporate Journey Have you ever wondered how different people have grown in large Fortune 500 organizations? Ever struggle with knowing that social media or storytelling was vital to the company’s reputation but ran into roadblocks on how to influence for impact? Maybe you have even had a similar struggle as many in that senior leadership didn’t understand the value of marketing in a social world. If any of this feels as though it hits home, join this session for an open and authentic talk about how Carissa has navigated similar situations. You can expect a few laughs, maybe even some tears, but most importantly: candor. We are all in this life together and connecting and sharing makes us all better! We’ll talk about how to battle that inner voice that tells you to sit quietly when strategy planning meetings are happening with tips to help you navigate that and other similar scenarios. You can expect open share about how to navigate a mostly remote work environment, What opening yourself up to be more authentic with your peers and leadership can bring for you, and tips for how you can gain knowledge at a time when stopping to invest in yourself seems near impossible. | 2:00 pm–2:45 pm Leveraging Empathy to Create Engaging Social Content When it comes to Social Media, we all know "Content is King." However, you could have the best Social Media targeting on the planet, but your audience won't budge if you don't give them a reason to stop scrolling. The foundation for great content is knowing your audience. This goes beyond a customer persona by developing a deeper understanding to really connect. One powerful yet surprisingly underutilized way to do this is building and Empathy Map. Attend this session to learn how you can get your audience to stop scrolling and start engaging. You’ll leave with a clear understanding of how to build Empathy Map an empathy map for your audience by using Social Listening and direct feedback. | 2:00 pm–2:45 pm Case Study: Social Media for Unsexy Organizations Not all organizations are splashy consumer brands or profit from sexy campaigns. But social media helps you make what is unsexy sexy, even for complex, bureaucratic organizations, government agencies, and charities. You have to better engage with all stakeholders, find partnerships, focus on creative messages and storytelling, and strengthen digital outreach. Virality in the social media age is achievable—even with regulations, limited resources, and shrinking budgets.
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2:55 pm–3:40 pm Avoiding Legal Pitfalls with Social Media This presentation will examine the legal issues that arise when using social media to market and promote products. The focus will be on rules created by the FTC to include examining endorsements and disclosures. The presentation will also touch upon astroturfing, sweepstakes, and contests. | 2:55 pm–3:40 pm Scaling Branded Visual Content As Mary Meeker outlined in her 2017 internet trends report, adults are spending an average of 3+ hours per day looking at digital media on mobile devices. It’s no surprise that this behavior is driving mobile ad spend and an increasing demand for engaging content with shorter time frames to get it done. In this session, Paul Cowan, VP of Enterprise & SMB Marketing at Shutterstock, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Actionable takeaways include how to scale content across multiple channels, learning which channels to prioritize for maximum engagement and types of content that resonate with customers. | 2:55 pm–3:40 pm Join this fireside chat featuring Away’sSenior Manager of Brand and Campaign Strategy, Kelsey Vanderlip, who will discuss:
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3:40 pm–4:00 pm
Networking Break and Refreshments
4:00 pm–4:45 pm
Best Practices to Develop A Cross-Channel Social Media Strategy
4:55 pm–5:30 pm
Our social media success can be attributed to consistently posting high-quality content. In this talk, I will discuss why consistency is crucial (especially to stories), and how we create high-quality social content (stories or otherwise)
Attendees will take away the following info:
5:30 PM
Meet your peers, speakers, and recap the day's talks over drinks and appetizers!
Friday, October 12, 2018
9:00 am – 9:50 am
Hot Buffet Breakfast Provided for Attendees
9:50 am – 10:00 am
Opening remarks by Emcee, Mike Brown, SMSS Advisor
10:00 am – 10:40 am
Case Study: Targeting Influencer Marketing To Drive Sales in One Metro Area
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Influencer marketing will exceed $1 billion in investment in 2018, but how do you ensure that it’s driving real business results? As Sabra Dipping Company launched their new Sabra Snackers for both hummus and guacamole, that was the question the brand faced. Given the on-the-go nature of the product, Sabra wanted to drive both awareness and sales in the drugstore channel. Sabra partnered with the influencer marketing company Carusele to build a campaign that not only included influencers but targeted the highest performing content to the right audience, in the right place at the right time.
In this session, the audience will learn how to:
10:40 am - 11:00 am
Track A: Social Media Advertising and Paid Media Best Practices | Track B: Driving Revenue and ROI through Social Media Channels | Track C: Harnessing Social Media Data and Insights to Improve Strategy |
11:00 am – 11:40 am How Centrica Business Solutions Went From 0 to 60 in 6 Months Whether you are trying to grow a new brand, launch an existing product in a new market, or just trying to reinvigorate buyers for current solutions, this session is for you. Centrica Business Solutions, a global energy services provider, launched their brand in North America this year and has already generated over $15M in the pipeline. With a modest budget and no roadmap for the best publications or social channels to use, everything had to be tried, tested, adjusted and tested again. We’ll take you on a journey from how we started with no followers on social media and almost no prospects in our database to becoming a full-fledged demand generation engine. If you’re ready to learn how you can:
Then don’t miss our case study, where we will present best practices for leveraging Paid Social and Media tactics that grew Centrica Business Solutions from the ground up. After you attend this session, the sky is the limit for your brand. | 11:00 am – 11:40 am Best Practices in Lead Generation through Social Media Would you like to increase your profits? Of course, you do, but you probably need more customers to do so, right? From a local mom & pop small business to a global brand, lead generation is crucial for almost every industry. In the past ten years, the tools and resources available to businesses through social media have made lead generation more impactful than ever - if you're doing it right. During this session, Tyler Anderson dives into what's working (and not working) in lead generation through social media. Attend this session, and you'll leave inspired along with a roadmap of strategies & tactics you can implement right away. | 11:00 am – 11:40 am Meeting your Audience Where They Are - A Case Study in Data-Driven Paid Media Strategy Is thinking small through hyper-local paid social media campaigns the new way to think big? We’ll take you inside the Northwell Health social media program and how we developed a comprehensive A/B testing strategy with a minimal budget to inform content strategy for The Well, the health system’s digital storytelling platform. For as little as a $200 investment, we A/B tested audiences, copy, and creative to determine our content strategy and audience segments that would ultimately provide them with relevant content at the right stage of their healthcare journey. By developing audience segments aligned with mapping to key healthcare moments, we were able to reach our target audience — women in the NY DMA — and serve them with appropriate health and wellness content. With minimal budgets that were eventually scaled, our strategy produced the best cost-per-click rates in Northwell history, 0.19 cents vs. healthcare industry average of $1.32 and 6.7 percent click-through-rates vs. industry average of 0.83. With each A/B test, we’ve developed key learnings and an understanding of who our audience is, what they like, how they prefer to be spoken to, what visuals resonate better and what information they’re willing to share with their friends. In addition, attendees will learn:
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11:50 am – 12:30 pm Maximizing the Impact of Stories: The Next Major Consumer Shift We are in the midst of a massive shift to the stories format where full screen, ephemeral, interactive content is fundamentally changing consumer behavior. This presentation will showcase the explosive growth of stories, why stories matter for businesses, and how Instagram is at the forefront of this phenomenon, and provide best-practices on how to maximize impact through a Story School exercise. | 11:50 am – 12:30 pm Investing in Their Success – Using Social Media to Drive Sales Change is hard. Even more when it means getting a seasoned and successful sales team to do something different, especially if it has the possibility of disrupting their revenue stream. Jennifer Janowski, the Women’s Health Segment leader for GE Healthcare’s ultrasound business, will speak about how she partnered with GE’s BrilliantYou and Forward Progress to adapt their social selling curriculum and delivery mechanism to deliver results in her business. Attendees will learn how to:
| 11:50 am – 12:30 pm ‘Likes’ Don’t Fill Concert Halls: Insights into Millennials and the Arts At first glance, performing arts and Millennials may not seem like a match made in heaven, but Lincoln Center, the world’s leading performing arts organization (with 6.5M annual visitors) needed to find a way to relay its value to this young, highly important demographic. By exploring their own brand identity and layering Millennial trends, they were able to ensure its relevance among younger audiences. Join Kathryn Peterson of Lincoln Center for the Performing Arts, Kate Charles of Seiden Advertising, and Tyler Murphy Reed from Annex 88 to learn about how this storied institution is using data-driven insights to diversify programming, improve access, and customize outreach to targeted demographics. |
12:30 pm – 1:30 pm
Networking Lunch
1:30 pm – 2:10 pm Attribution Challenges - Effective Paid Media Reporting Across Multiple Touchpoints | 1:30 pm – 2:10 pm MSK partnered with Humans of New York (an influential blog highlighting personal stories of New Yorkers with photos and text) on a social campaign featuring pediatric cancer patients, with the goal of raising much-needed funds for researchers working to treat and cure rare childhood cancers. Learn how MSK used this influencer campaign to set KPIs around website traffic, audience engagement and discovery, donations received, and how to effectively handle an influx of comments and mentions that comes from partnering with a top-tier influencer. | 1:30 pm – 2:10 pm Talking About Money: How Confronting Controversy Fuels Ellevest’s Growth Strategy We think about money all the time ... more than we think about sex, even. So how did marketing in the financial services space get so boring? And why (dear god, why) so much jargon? Enter Ellevest, a financial services company built by, for, and with women. Many brands don’t want to put in the work to uncover what’s truly important to their customers. Lacking those insights, they often shy away from taking stances on the topics that are top of mind for their customers. And that’s a shame since customers are increasingly sensitive to the values of the brands they shop from frequently. Using deep audience engagement and user research, Ellevest takes bold stances — both on and off social media — on the issues that are most important to its community. Learn about this unique approach and other marketing tactics that have helped Ellevest become one of the fastest-growing fintech startups, earning recognition on the 2018 CNBC Disruptor 50, LinkedIn Top Startups 2018, Entrepreneur Magazine Most Brilliant Business Ideas of 2017, and more. |
2:20 pm – 3:00 pm
The Future of Storytelling: How to Make Your Content Mean Something
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The life of a marketer has certainly not gotten any easier over the past few years. Stories have swallowed every other form of social media - growing 842% in the past two years alone. In an age where your audience has less time, shorter attention spans, but they’re still able to binge on the entire Season 6 of Orange is the New Black on Netflix… Is the secret sauce to getting your audience to not only pay attention to you but actively seek you out, just to make your content really mean something?
In this keynote, we will cover everything from how to find what really matters to your audience, how to create for them, with them, and how to create a media company within your marketing department.
3:00 pm