Tuesday, October 15, 2019
Join both AM and PM workshops and get $100 off your training day registration price!9:00 am–10:00 am
Hot Breakfast, Coffee & Tea Provided
10:00 am–1:00 pm Workshop ACreating engaging, storied and relevant content is more important than ever. But with tight budgets, even tighter deadlines, and your bandwidth at a minimum, it can be daunting. So, you can either regularly repeat the mantra “this is NOT fair” under your breath or you can tap into some creative and informed processes to turn your content into focused, compelling and engaging communication. Join CBD Marketing's Executive Creative Director Mary Olivieri, and their Senior Content Specialist Kelly Bradley, in this interactive session where you will learn proven and unique ways to access both sides of your content brain – from generating truly creative and engaging written and visual content, to organizing it all into a turnkey process designed to make your life easier. Plus, see how they’ve done the same for top companies like Firestone Building Products. | 10:00 am–1:00 pm Workshop BHow To Secure Business Growth with Retention Marketing You spend time, effort and money to woo potential new customers. Your fancy marketing funnel works. Once these new customers buy and receive what you have promised, you start again. Do you repeat these successful marketing cycles, or even have several cycles running simultaneously? There are faster and often cheaper ways to secure business growth. Let’s talk about how you can grow your business by nurturing the customers you already have using customer service-friendly retention marketing ideas! Who this workshop is for: Marketers who are excited about building relationships with current customers to grow their brand. TAKE-AWAYS:
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1:00 pm–2:00 pm
2:00 pm–5:00 pm Workshop CConvert Viewers Into Customers with YouTube Marketing and Ads This workshop will show you how to build a successful YouTube channel and execute a profitable YouTube Ads, and how to monitor and optimize your campaign for further success. Learn how video can be your greatest ROI for your business! Who this training is for: This workshop is for marketing professionals who want to grow their brand’s YouTube channel and drive revenue. Whether you’re just starting out with video or want specific strategies, to take your video marketing to the next level, you’ll leave with actionable steps that you can take to start growing your business with Video. You will learn how to:
| 2:00 pm–5:00 pm Workshop DHumanizing Your Brand with Internal Influencers – Employee Advocacy 2.0 In the buzzing world of Influencer Marketing, it’s easy to overlook the obvious Influencers, your very own employees. In this workshop, we will cover the newest scope of Influencer Development, how to empower your advocates and convert them to influencers. We will work on a methodology called “Social Teaming” to get employees selected, onboard and working on together on behalf of the brand. We will cover how to connect your inside influencers with external influencers to increase engagement in a whole new way. There will be several case studies also presented, and you will have access to sample employee training materials, content maps, content calendars and other tools used to roll this out for your organization. Join Dean DeLisle, creator of Social Jack Business Influencer Development Platform, as he shares his team’s system for managing the whole 8 step process, from start to finish, and new ways to look at this rapidly growing strategy to drive your brand to the next level, from the inside out. |
4:00 pm–5:00 pm
Miss the morning rush and grab your badge and event materials early!
Wednesday, October 16, 2019
7:45 am–8:45 am
Hot Breakfast, Coffee & Tea Provided
9:00 am–9:10 am
9:10 am–9:50 am
Is Your Brand NEVER FINISHED?
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In an increasingly fragmented world, we all have to ensure brands are greater than the sum of their social parts and posts. The best brand stewards will ask the big questions. Will your brand build its legacy today? Or will it be disposable tomorrow? Will your next idea change behavior? Or just change the number of engagements on a post? What will it take to make a stagnant brand grow again, a lost brand gain new direction, or a thriving brand grow faster?
Learn how today’s leading brands, from Burger King, to FDA’s The Real Cost, to Black & Abroad, are creating NEVER FINISHED ideas that unleash their potential. It takes a careful balance of creativity, data, strategy and a willingness to make your brand a constant work in progress. Because the best brands are epic stories comprised of chapters of ideas that fundamentally change the way people move through a world that’s ever-evolving. So only one question remains: What will you change today?
Key takeaways:
10:00 am–10:45 am
A Look at the Social Media Platform Landscape - Where Are the Biggest Upcoming Opportunities for Brands?
10:45 am–10:55 am
Brand Safety Within Social Media—Don’t Ignore the Comments
10:45 am–11:15 am
Official Drink Sponsor:
Program A: Social Media Strategy Development | Program B: Content Creation & Marketing Best Practices | Program C: Influencer Marketing & Employee Advocacy |
11:15 am–12:00 pm Traditional brand teams don't work in today's age. We live in a world where opportunities come without notice and brands have to compete with everything from an egg on Instagram to a 5-year-old YouTuber for attention. So, yeah...your traditional model needs an upgrade. Leo Morejon (known for his work on Oreo and building large teams) will share an overview of what your team needs to look like today and most importantly why it needs to look different than ever before. | 11:15 am–12:00 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:
| 11:15 am–12:00 pm Fireside ChatBrands across industries are investing more in influencer marketing. What are the most strategic ways to ensure that time and money pays off for the long haul? Bette Ann Schlossberg, Director of Influencer Marketing for Lyft, and Mae Karwowski, Founder & CEO of Obviously, have years of experience in influencer marketing. During this fireside chat, they’ll talk about why influencer marketing is a must, the best practices for building great and authentic relationships with influencers, and why a network is essential for long-term success. Bette Ann and Mae will discuss:
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12:10 pm–12:55 pm Landscape contractors and golf course superintendents can be some of the most notoriously difficult audiences to find, reach and engage on social media. There are very few usable interests that apply only these audiences that can also be used for social media targeting. And once you do figure out how to reach them, the threshold for relevant content is extremely high – this is an audience with a low tolerance for frivolity and a lot of expertise in their field. SiteOne Landscape Supply is the nation’s largest and only national landscape supply company with over 500 branches in the U.S. and Canada. They wanted and needed a social media presence to match. Working together with the account team at Swanson Russell, the two companies have taken a brand from scratch to one of the most engaging brands on social media in the green industry. And we did it by bringing to life what could be considered some pretty dry topics – agronomic product applications, safety, and business tips. Attendees will walk away from this session with:
| 12:10 pm–12:55 pm Building Great Content on Complicated Subjects: IBM 5 in 5 - A Case Study Have you ever had to create a campaign about a subject matter that might be difficult to understand? Creativity can be rough when you need to create an external campaign about a complicated topic in a B2B industry that may be of interest to clients, scientists, researchers or academics. But once the surface is scratched, it can be discovered that although the topic is complicated, it matters to just about every human and now you need to break it down and explain why. Leveraging the IBM 5 in 5, in this session, we will discuss how to create consumer-friendly social content from topics that may be hard to understand by a non-expert, and how to build the human connection through your social and content strategy. You will also leave this session with learnings to bring these stories to life in a holistic digital experience that is not exclusive to social but also includes web, and digital media. | 12:10 pm–12:55 pm How to Kick Start and Scale Your Influencer Program From the Ground Up
In this session, Megan Conley, CEO + Founder of Social Tribe, and Ursula Ringham, Head of Global Influencer Marketing at SAP, will pull from their joint experiences as innovators and practitioners in the influencer space to guide you through the process of creating successful influencer partnerships from the ground up. |
1:00 pm–2:00 pm
Hot Buffet Meal Provided
2:00 pm–2:45 pm Learn how to do effective crisis communications planning from someone who ran social media on the world stage with the highest stakes possible. As digital director for OFA, President Obama's political advocacy group, Caleb Gardner managed the output of @BarackObama for more than three years -- without causing any international incidents via tweet. He'll teach you:
| 2:00 pm–2:45 pm 6 Seconds or Bust: Mastering Short-Form Storytelling and Micro-Content In today’s world, we only have between 3-6 seconds to capture someone’s attention and tell a story. What message are you trying to convey? Are you promoting the premiere date of a new TV series or cast of a movie? Are you a brand offering a new product? It’s not enough to simply post a 60- or 30-second movie trailer or other pieces of content directly to social media. It needs to be optimized for the social platform – think format and audience. When you have six seconds to convey your message, every second counts. Creating “snackable content”, is no longer optional in our mobile-driven world and doing it successfully is an art. Not only does this new canvas appeal to shortened attention spans, but 6-second ads have implications beyond social. In this session, Megan Toth, Sr. Social Media Lead at NBC, discusses why it’s important to adjust your marketing strategy to cater to shrinking attention spans, overcome distractions and get noticed. Attend this session and learn:
| 2:00 pm–2:45 pm Boosting Your Brand with Employee Advocacy: A LinkedIn Elevate Case Study In a social media world filled with business page after business page, there must be another way to boost brand awareness and maintain your brand’s reputation! We must take advantage of our employees’ voices and personal brands and with Employee Advocacy, this is all possible. This session, led by Katelyn Brower, Dun & Bradstreet's head of Global Social Media & Employee Advocacy, will inspire you to develop a successful Employee Advocacy program with examples from their use of LinkedIn Elevate.
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2:55 pm–3:40 pm PanelSocial Media at International Organizations This panel will share insights on:
| 2:55 pm–3:40 pm How to Use Data to Inform Creative and Copy Decisions In this session, we’ll bridge the world of data and creativity to show how both can live harmoniously to create a better customer experience and drive your KPIs and performance. You’ll learn how to use data (no, you don’t need to be an Excel expert) to inform your creative and copy strategy, how social intelligence can be your new best friend, and to always keep your customer at the front of everything you do. Though we can’t promise you’ll be an expert in pivot tables, you’ll walk away with a different perspective on how numbers can really be the turning point for your creative and copy efforts. Attend this session and learn:
| 2:55 pm–3:40 pm How Brands & Agencies Can Align for Micro-Influencer Marketing that Brings the Buzz What happens when a brand brings on an influencer agency? Does it have to be an all or nothing scenario? Or can the two compliment each other with the same goal in mind? In this session, Danielle Wiley, CEO of Sway Group and Colleen Cleary, PR Director at OXO will use their working relationship as a case study on how brands and agencies can and should co-exist in the space. Each presenter brings years of experience in influencer marketing to the audience - one always on the brand-side, and one always on the agency. This session is perfect for attendees that want to optimize the way they plan, activate and measure influencer programs. Highlights include:
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3:40 pm–4:00 pm
Networking Break and Refreshments
4:00 pm–4:45 pm Get Better Engagement and Build Trust With Your Online Audience There is a fundamental -- and critical -- disconnect between the way brands try to engage their audience and the way their audience wants to be engaged. As per a recent Business Wire report:
See the problem? If we want to make a more genuine connection, marketers need to do a better job of listening to their audience. If you're leveraging the same tactics from 2018 that you did in 2019, you're in trouble. And things aren't looking any better for 2020 either. So what can we do? During this workshop, we'll address the critical questions that must be answered in order for your audience to trust and engage with you. Leveraging best practices from design thinking, and insights gained from numerous interviews with top-performing brands, you'll walk away with a launch plan that will revolutionize your online marketing activities. You'll also discover best practices for audience research, which can be leveraged for marketing as well as product innovation. | 4:00 pm–4:45 pm Speaker-Led Roundtable DiscussionsTopic A: Tips for Gaining Senior-Level Buy in for Social Topic B: How to Grow and Maintain a Social Media Following Topic C: Using Video Storytelling to Capture and Hold Your Audience's Attention Topic D: Growing Brand Loyalty Through Social Media Communities | 4:00 pm–4:45 pm Speaker-Led Roundtable DiscussionsTopic A: Producing Consistent Content with Limited Resources - for Small Businesses Topic B: Influencer Marketing 101 - What You Should Know Before You Launch a Program Topic C: Developing B2B Social Strategies Topic D: Influencer Marketing Tools to Help You Manage Your Program
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4:55 pm–5:30 pm
Using Data, Metrics, and Tools to Drive ROI
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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:
6:00 pm-7:30pm
Cocktail Hour at Tailor Public House - Join us for an open bar and appetizers right down the street!
505 8th Ave @ Upstairs Bar
**MUST BRING YOUR EVENT NAME BADGE FOR ADMISSION**
Thursday, October 17, 2019
9:00 am–9:50 am
Registration and Breakfast
9:50 am–10:00 am
Opening Remarks by Summit Emcee
10:00 am–10:40 am
Where's The Leverage? The Case for Employee Advocacy
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Traditional marketing has always has the challenge of trying to prove their spend on delivered results and let's be realistic, marketing as a whole has a trust problem. But your company has the assets to overcome this in your employees.
In this session, Glenn Gaudet, CEO and Founder of the Employee Advocacy solution GaggleAMP, will delve into how employee advocacy can amplify relationships. He'll show how an effective campaign can not only increase brand awareness, but demonstrate how Employee Advocacy is a component of an overall marketing strategy, not just a stand-alone project. Leveraging Employee Advocacy not only has a lasting impact on web traffic and lead flow, but also the ROI of your marketing campaigns.
10:40 am–11:00 am
Sponsor Meet and Greet / Networking Break and Refreshments
Official Drink Sponsors:
Program D: Audience Growth & Brand Engagement | Program E: Leveraging New Social Media Platforms & Features | Program F: Paid Media & Advertising Strategies |
11:00 am–11:40 am Your Brand Voice on Social - How Jack Link's Protein Snacks Wins with Humor Many brands try to break through in social using humor. However, when it's not grounded in brand strategy and consumer insights, jokes and engagement can fall flat. In this session, you’ll learn about how the Jack Link’s brand found its comedic sweet spot that has led to double-digit engagement growth and organic fan acquisition. In this session, you’ll learn the steps to take in identifying your brand’s funny bone and how to make your audience LOL. Takeaways include:
| 11:00 am–11:40 am New Social Media Products and Platform Updates Marketers Need to Know About What are the most important social media products to launch this year? Learn the latest developments from the major social platforms while also getting a taste of which other platforms released products that marketers need to know about. Discover examples from pioneering brands, and come away with ideas that you'll be eager to try out yourself. | 11:00 am–11:40 am How to Navigate An Organic vs Paid Digital Strategy Social media channels are rapidly becoming media companies that are focusing on a “pay to play” principle. This means developing a paid social media strategy is extremely important. What does that mean for organic content? In this session, Gaetan will explore:
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11:50 am–12:30 pm Cause is Working; Your Marketing Isn't For decades, good marketing was good marketing – whether or not the company behind the marketing had a soul. But GenZ is changing the game for brands, and this next generation of consumers is now every marketer’s top priority. GenZ wants brands to stand for something, even if it’s controversial. And 78% of them are willing to change their purchase decisions accordingly. And while brands value corporate responsibility, they’re missing the mark on reaching, engaging, and activating young people around their brand purpose. In this session, you’ll learn how DoSomething.org (the largest org for young people and social good) infuses purpose into marketing in a way that activates millions of GenZers to support companies and causes by reaching them where they are. Mary Noel will share how the insights from activating DoSomething.org’s 5 million members for good now helps other brands build relationships with GenZ based on shared values. In this new era of brand loyalty, we’ll separate fact from fiction and ensure you have the tools to effectively engage a new generation. Attend this session and learn:
| 11:50 am–12:30 pm How Brands are Leveraging Stories The social Story format has gained significant traction in recent years and continues to dominate consumer attention. The format incepted on Snapchat and has since been heavily adopted by competing platforms to increase usage. Trevor will unpack why Stories are winning with consumers, and how your brand can win over the consumers being sought. In this session, Trevor will discuss:
| 11:50 am–12:30 pm Overwhelmed about the intricacies of Facebook targeting? Why do advertisers try to outsmart Facebook when they can let the platform do what it was made to do? When marketing campaigns are set to unrealistic targeting parameters, campaigns can tank and your metrics will suffer. This session will focus on your overall Facebook strategy, on best practices for the platform and on how to balance the need for scalable targeting with your client’s reporting expectations. Hear from Corey Teich at social and digital agency GLOW on how to maximize scalable results without getting in your own way. Key Takeaways:
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12:30 pm–1:30 pm
Networking Lunch
1:30 pm–2:10 pm How Nationwide Leverages a Social Persona to Create a Culturally Relevant Brand Every brand can have a niche in the social media space by knowing exactly who you’re targeting and how to talk to them. Content that resonates, is relevant, and provides values will generate the most engagement and in turn, grow interest in your brand. Instead of cold calling via social media, you can extend your brand guardrails outside of being completely product-driven. Leveraging brand traits, partnerships, history, and stories are entry points to have authentic conversations with current and prospective consumers. Nationwide has transformed its social business proposition to become a more culturally relevant brand that can interact with people and trends through defined permissions. Here’s how we did it. Takeaways:
| 1:30 pm–2:10 pm How User-Generated Content on Instagram Can Drive Engagement and Revenue for Retailers Instagram has played a crucial role in the growth of S’well. In addition to S’well posting on Instagram itself, S’well customers often post pictures of their S’well bottle in their personal Instagram feeds. As a result, the brand has more than 261,000 Instagram followers. What really moved the needle for S’well however was when the brand integrated its Instagram presence with its e-commerce site. Now, S’well’s Instagram gallery takes users right to the product page of its website, making Instagram a revenue-driver, and user-generated photos of S’well bottles are highlighted on the brand’s site into addition to its social properties. S'well has seen an 8x in conversions and 4x increase in time on site from visitors interacting with user-generated content. | 1:30 pm–2:10 pm Boost the Impact of Your Paid Social Strategy As communications experts, we know that paid media is vital to yielding ROI from your social strategy. Yet, this can get tricky. Social content marketing can take a longer time to show return, while fast-acting tactics like influencer marketing can often limit sales to a per post basis. Ryneska cuts through the noise with accessible, easy-to-execute methods to help level set and optimize paid performance. This session will provide solid value for all maturity levels in the social media space. |
2:20 pm–3:00 pm
How To Get Your Customers To Create Endless Amounts of Content for Your Business
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Do you struggle to create thumb-stopping content? Do you have a limited budget or resources to generate high-quality and engaging content? After this inspiring, example-filled, keynote from Tyler Anderson, you'll leave with a step-by-step checklist to get your customers to create endless amounts of content for your brand or business. You'll discover why content created by your customers is so impactful, how to get your customers to create content that influences purchasing decisions, how to leverage user-generated content to fuel your marketing, and much more.
3:00 pm
Summit Concludes