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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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:

• Design an influencer marketing strategy with measurable results
• Evaluate influencer marketing content for performance and optimize in real time
• Target influencer marketing company to a particular retail channel
• Target influencer marketing geographically

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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 use 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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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.

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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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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:

• Build integrated marketing campaigns across multiple tactics that drive demand
• Get more value out of your budget for paid media
• Have a stronger Google Adwords strategy
• Compliment your organic social content with paid social
• And more…

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.

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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.

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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:

• Testing the waters – How to launch small-budget A/B testing campaigns to learn about your audience and eventually scale to handle larger campaign budgets
• Listen, tailor and repeat – Analyze the results of those campaigns and listen to the conversations to better tailor your content and then scale to a bigger budget
• Segment further! Remember, small is the new big. If there is an opportunity to target a very small, but highly engaged audience, go for it!

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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.

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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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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.

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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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