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:

• Set realistic goals for social media
• Achieve the right mix of company, product, industry, and promotional content
• Leverage automation to reduce the time spent on posts
• Convince your team to participate to broaden the reach of your social media efforts
• Measure the effectiveness and value of social media against your overall marketing plan

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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.

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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:

• Understanding why social media is an important part of an event communication plan
• How to create event-specific content
• Best practices for live video, content creation and community management in real-time
• How to work alongside your PR team to maximize reach

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Did you know that people with a profile picture on LinkedIn get 14x more profile views than those without one? What if I told you that the way you write your profile headline can mean the difference between getting a business lead and getting completely ignored? In a world where authenticity is the currency by which we garner opportunity, personal branding is more important than ever. There are plenty of curriculums for building brands, but no one teaches you how to build the most important brand of all; yours.

In this session, you’ll be given the keys to unlock your brand’s highest potential in both your personal and professional life. This session is perfect for Social Leaders looking to activate their employee advocacy programs and get the C-Suite off the sidelines and into the social media universe. You’ll also see how subtle tweaks can increase engagement, generate leads, drive applications for your employer brand, or simply inspire more genuine connections with your target audiences. Looking forward to seeing you there and even more excited to connect with you on LinkedIn.

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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:

• A model for adapting video into a multi-platform content strategy
• Social best-practices for refashioning video into additional social-first formats
• Creating and sustaining social communities that thrive in spite of algorithm changes and other platform turbulence

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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.

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Ben & Jerry’s has long been known for its wacky flavors and progressive values. But at its core, it’s about relationship building. Whether it’s to build a fanbase that ultimately contributed the idea for Cherry Garcia, or driving a network of grassroots activists to fight for climate justice - building authentic relationships has always been at the core of Ben & Jerry’s. Learn how to uses all of your digital channels to tell robust stories in an ever-evolving digital world.

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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.

Takeaways:

• Find the sexy in your organization
• Mine popular culture to enrich your storytelling strategies and appeal to a wide variety of audiences
• Identify best practices and trends that can adjust to your strategies and budget
• Build meaningful partnerships.

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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.

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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:

•  Why consistency is essential for stories, and how to come up with a strategy for regularly creating content
•  The basic building blocks for creating visually interesting content. When you create content (stories especially), you are the writer, cinematographer, director, and actor. You don’t need to be an expert in all, but you need to master the basics of each.
•  How to create content that does one of following: Educate, entertain, inform, or inspire. If it doesn’t check at least one of those boxes, then you should not post it.

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Join this fireside chat featuring Away’s Head of Social Media, Kelsey Vanderlip, who will discuss:

• How Away builds and encourages a two-way dialogue with our community on social media fans
• Best practices and hacks to create Instagram content that builds loyalty and boosts engagement
• Beyond Products: How Away combines content and builds context about its products through social media, ultimately inspiring a community of people who love to travel with Away

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Maura, the Global Head of Social Content & Experiential Marketing, will speak about the rise of ethical marketing and marketers' responsibility around digital addiction and consumer control online. Mozilla was the first brand to leave Facebook amidst the Cambridge Analytica scandal, joined by Sonos & Tesla, and is a thought-leader in data privacy policies. With more consumers making purchase decisions based on brand values, the way brands use digital marketing matters. Mozilla will share a case study of how the organization followed cultural cues to take on the largest social network in the world to take a stand for the integrity of the internet.

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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.  

Jennifer will share how she engaged and motivated a diverse US commercial team, cultivating untapped resources to help the team build out their individual profiles, networks, and content.   

Attendees will learn how to:

• Engage their sales team:  selecting a pilot group, smart and flexible scheduling, examples of success
• Help their sales team connect to customers:  leveraging CRM tools, making it easy, hands-on demonstrations

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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.

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Engaging current advocates and nurturing new ones takes a mixture of data and creativity to accomplish. We’ll look at a real-world example to explore best practices in turning insights into strategy. In this case study, Jamie will show you:

•       How to translate brand advocacy KPIs into actionable tactics
•       How to use data to influence content creation
•       How to harness the power of your employee advocates on social media

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