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Wednesday, October 10, 2018: Pre-Summit Workshops

Our trainings are three-hour deep dive sessions, built to help you get answers to your business challenges. Sessions are packed with discussions and activities will get your creative ideas flowing, along with templates and resources you can take back to share with your team back at the office.

Social media trainings are an essential part of your conference experience! Here’s why:

 We hand-pick our training facilitators that have extensive backgrounds and expertise in working with renowned brands and social media practitioners like you.

 We introduce you to the training leader prior to the start of the conference — so you can contact them directly with any questions you have or specific topics you’d like addressed during the session.

 We keep training numbers limited to ensure you have dedicated, one-on-one time with each training trainer to get your specific questions answered.

Kathy Dodd
George Mason University

Social Media Training A (HIGHER EDUCATION)

10:00 am–1:00 pm — Writing an Effective and Scalable Social Media Plan for your College or University

Limited Seating — Registration Required

Social media is a vital marketing channel for businesses of all sizes – including higher education. A common question a few years ago, “Why should our university use social media?”, is now being replaced with, “How can our university grow with social media marketing?”. The landscape of social media can change at a blink of an eye, but at its foundation, social media is about strategy, content marketing, branding, and building a community.

During this session, attendees will learn the key aspects of developing a social media marketing plan.

Who is this training for? Recommended for beginners to intermediates who want to develop a cohesive social media strategy for their college or university, or any marketer interested in auditing their current social strategy. 


Mike Brown
Brainzooming Group

Social Media Training A

10:00 am–1:00 pm — Finding and Sharing Your Brand's Extraordinary Stories on Social Media

Limited Seating — Registration Required

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.   


An actionable approach to identify, develop, and share extraordinary stories on a consistent basis:

  • Two time-efficient frameworks for creating audience personas
  • Matching an audience persona with your brand’s core characteristics for compelling, outside-in brand stories
  • Translating extraordinary story ideas into formats that resonate across social media channels
  • Developing a content calendar that matches story ideas with audience interest cycles


Hillary Frazier
Black Ops
Matthew Black
Black Ops

Social Media Training B

10:00 am–1:00 pm — Everything You Need To Know about Designing and Launching a Strategic Chatbot

Limited Seating — Registration Required

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:

  • An overview of the different types of bots, and how to determine which is one right for you
  • Platforms, tools, and services for bot design and creation
  • Key components of a successful bot strategy
  • Best practices in conversation design (bot voice and personality)
  • How to maximize engagement and conversion through advertising

Who is this social training for? 
Anyone! You will quickly be brought up to speed on chatbots and their advantages if you are not familiar. This workshop will be especially helpful for those acquiring users through Facebook advertising.


Tim Cigelske
Marquette University

Social Media Training B (HIGHER EDUCATION)

2:00 pm–5:00 pm — The Metrics that matter: How to Glean Insights from Your Social Media Data that Can Inform and Improve Your Social Media Strategy

Limited Seating — Registration Required

Analytics are more than just amassing data, graphs, and numbers. Using social media analytics and measurement requires a strategy that informs what you measure, and how you can move closer to your goals. This course will walk participants through six action steps to launch and implement a system that advances your analytics and measurement strategy.

Key takeaways:

  • Getting back to the basics of setting foundational measurement goals  
  • Hands-on analysis using your own social media data
  • Establishing and attaching metrics to your goals
  • Create a step-by-step social media strategy for your organization

Who is this training for? Recommended for beginners to intermediates and anyone who wants to better understand measuring a social media strategy.


Ashley Vasquez
Horizon Media
Nicolette Trebing
Horizon Media

Social Media Training C

2:00 pm–5:00 pm — An In-Depth Look at Advertising on Facebook & Instagram

Limited Seating — Registration Required

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:

  • Building ad campaigns specific to Facebook vs. Instagram
  • Which ad formats are best to achieve brand objectives and reach customers at each stage of the marketing funnel
  • Reach Frequency vs Auction Buying
  • Best practices when creating content for paid social
  • Effective strategies for measurement

Who is this training for?
Beginner/intermediate Facebook advertisers.


Jeff Julian / Squared Digital

Social Media Training D

2:00 pm–5:00 pm — Building Endurance: An Introduction to Agile Marketing for Social Media Marketers

Limited Seating — Registration Required

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, 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.


  •       Understanding the definition of Agile Marketing and team makeup
  •       Best practices and tips to get become more agile in your daily work
  •       Plan for adopting agile practices for small and large teams

Who is this for: Marketing team leaders or influencers who want to see more consistency, structure, and performance come out of their work.


Seating is limited - save your seat!

Register Now!


Can I bring my team to the trainings?
Absolutely! Contact Kelly [email protected] about group discounts for attending trainings.

Are trainings included in my general summit access pass?
No, access to these trainings is not included in your purchase of a Social Media Strategies Summit general summit pass. If you want to attend the trainings, you’ll need to purchase a dedicated ticket to that training.

How many people attend trainings?
We limit seating to 40 to make sure the training leader has time to work one-on-one with attendees. Reserve your seat as soon as possible — they fill up quickly!

Can I attend multiple trainings?
Yes! You can attend both AM and PM workshops (and you get $100 off your training day registration if you do!) If you can't make it for the AM workshop — no problem. Our afternoon training sessions start at 2pm. You can fly in same day and still catch 3 hours of jam packed learning before the summit starts.

What past attendees say about our trainings:

The trainings are worth the extra day away from the office! Great info for the extra cost.

- Katie Neuman,
Northwestern Publishing House Christian Books and Gifts

SMSS really emphasizes the collaborative innovative nature of creating social media content. I have a million new ideas that I can't wait to share with my colleagues.

- Katie Monfet,
Eastern Florida State College

Enjoyed the small workshop size, made it easy to engage, learn and speak to presenters.

- Nancy McKenzie,
Hill’s Pet Nutrition

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