Tuesday, February 6, 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
Join both AM and PM workshops and get $100 off your training day registration price!
10:00 am–1:00 pm
Writing an effective and sustainable social media & content marketing plan
In this interactive workshop, Mike will take you through time-saving tools and exercises to cost-effectively enhance the strategic and brand-building impact of your social content implementation.
Takeaways:
- A framework to link business and social content strategies
- The 15-minute approach to develop audience personas
- Using an audience persona to generate impactful outside-in content ideas
- Planning your content calendar around outside-in timing
- Showcasing your social content strategy in a plan to sell-in your approach and guide implementation
1:00 pm
Registration for Workshop Attendees
Can’t fly in the day before to join our AM workshop? We have a set of PM workshops starting late afternoon. Fly in same day and still catch jam-packed learning sessions and networking before the main summit starts!
2:00 pm Social Media Training BHow to create powerful videos for your brand on a budget We get it, video is the key to engaging and informing our audience, but who’s got time for that? Where would you even start? How can video drive leads for your company?? If any of these questions resonate with you, this is the workshop you should attend! Ryan will share how his scrappy strategy that has helped his organization go from 3,700 video views in 2015 to over 40,000 views in 2016 with actual leads to boot! In this session, you’ll leave with…
| 2:00 pm Social Media Training CGetting warmer — Advanced Facebook Ads targeting and strategy In this high-energy, interactive workshop, Logan will pair advanced cold audience targeting tactics with advertising techniques designed to ‘warm up’ audiences through the marketing funnel in order to create a lead or sale. Key takeaways:
| 2:00 pm Social Media Training DThere are many opinions as to what causes writer’s block. But it really comes down to one thing: Fear. Fear of getting the words wrong. Fear of failing to impress our readers. Fear of lack of creativity. That can be paralyzing, but fear isn’t something that has always governed us. In this workshop you will learn exercises that will help you to let go of that paralysis and tap into that truly fearless writer locked inside. Through group breakout sessions and individual brain games your writer’s “muscle” will get a fantastic workout that will not only allow the words to come freely to mind – but will also expose creativity that has been buried for far too long — even when you’re under extreme pressure to perform. Join CBD Marketing's Executive Creative Director Mary Olivieri to learn how to change the way you think in order to send writer’s block packing. Attendees will also see examples of how these techniques were applied to deliver great writing and ideas for James Hardie, ITW BuildClean, and Firestone. |
5:00 pm
Pre-Summit Training Day Concludes
Wednesday, February 7, 2018
8:00 am–8:50 am
General Summit Registration and Breakfast
8:50 am–9:00 am
Opening remarks by summit producer Breanna Jacobs
9:00 am–9:45 am
VIDEO - It's a Thing. How to Make it YOUR Thing.
We get it, video is the key to engaging and informing our audience, but who’s got time for that? Where would you even start? How can video drive leads for your company?? If any of these questions resonate with you, this case study will blow your mind, but not your budget. Ryan will share how his scrappy efforts helped an organization go from 3,700 video views in 2015 to over 80,000 views in 2017 with actual leads to boot!
In this session, you’ll leave with…
9:45 am–10:15 am
Sponsor meet and greet / networking break
Track A: Social Media Strategy Development | Track B: Content Creation and Storytelling to Increase Brand Engagement | Track C: Driving Social Media Innovation within Your Company |
10:15 am–10:55 am As social media technology evolves so should your perspective on strategy. This is obviously not a foreign concept, but when looking to evolve a strategy there are a number of core principles that have helped the Sharks remain consistent and ahead of the curve while staying true to its brand DNA. We’ll review a history of strategy development around those pillars and show examples of how the Sharks used social to successfully implement and revise storytelling concepts, engagement methods, KPI measurements, and innovation tactics along the way to boost brand awareness. | 10:15 am–10:55 am Build trust as a brand with these storytelling techniques Beyond content, storytelling is a strategy that can take a brand from a competitive space to a thought leadership one. What makes a brand story stand out from the rest in the midst of content saturation and ever-changing media trends? What kinds of techniques are successful brands using to tell a compelling story their customers can’t get enough of? In this session you will learn: | 10:15 am–10:55 am The Internet has led to the pre-eminence of content as an essential ingredient for acquiring, earning and retaining customers. Thus, “Publish or perish” and other similarly dire statements are commonplace, as businesses grapple with content marketing as a business strategy. That businesses must develop or acquire the methodologies of publishers and media network companies in order to deliver the right content to the right person at the right time, and win in the attention economy. But what if methodologies from other disciplines — such as NGOs, Non-profits, and Government — will help us deliver the most relevance to our audiences? Not simply to inform or entertain, but to enable, empower, or save lives? In this talk, we will explore these questions with real-world examples of how people are using content to further the prospects of humanity while driving business results. We will see what it means to live the promise of holistic stakeholder value. As an added bonus, our case studies will contemplate the current potential of Artificial Intelligence, Internet of Things, and Intelligent Content to make the world a better place. Key Takeaways
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11:05 am–11:45 am Case Study: How Muscle Milk entered the digital playing field The US population is seeking more high-protein food options - and Muscle Milk has capitalized on this trend. Two years ago the company set out on a complete rebrand - including lower-calorie options, organic options and revamped packaging - in an effort to gain more active females. Muscle Milk is currently the No. 1 ready-to-drink protein beverage. Hear the story of how the brand made this happen by focusing on making protein accessible everyone, and breaking the mold of the "bulk up" mentality behind protein powder. | 11:05 am–11:45 am How do you create — and distribute — content that matters to both your customers and your business? Now, how do you do it for countries around the world, in multiple languages? In this session, Christopher Carfi will cover GoDaddy’s “customer first” content journey, and share how GoDaddy built a content machine that helps prospects, customers, and GoDaddy itself achieve their goals.
| 11:05 am–11:45 am What Happened Today: A case study on tracking real-time marketing performance Learn how Visa automated how they measured millions of daily marketing signals — from every ad, creative, post, keyword, video, email, website visit, and more — to make continuous in-flight campaign optimizations for their largest product launch ever. Hear about Visa’s journey from post-mortem reports to real-time insights, and see how marketing signal measurement can help you make better data-driven decisions, every day. |
11:45 am–12:45 pm
Networking Lunch
12:45 pm–1:25 pm Collaborative social engagement in the organization The social media landscape is an intersection point for all aspects of the business, so it’s critical to establish strong partnerships with a broad network of internal partners in order to provide a seamless experience for your customers. Leading successful social programs relies on proactive integration across social and digital marketing, customer care, community management, public relations, influencer marketing, media, and more. In this session, we’ll discuss how HP leverages cross-team collaboration in order to provide a truly integrated social approach that offers a best-in-class customer experience. | 12:45 pm–1:25 pm Case studies: Using storytelling to build powerful brands Brand stories are one of the most powerful tools marketers have when it comes to winning over consumers’ hearts and minds. When used properly, brand stories can do a lot more than communicate your brand’s origin or benefit(s) – they can clearly convey your brand’s true north, create a powerful connection with consumers by “humanizing” your brand, make your brand’s key benefit(s) believable, and make it easy for your consumers to share their experiences with others. But crafting a powerful brand story is not always easy. During his presentation, Storytelling Case Studies – Companies that have used storytelling to build powerful brands, Diego Norris will bring some of the Content Creation and Storytelling concepts shared earlier in the track to life, by sharing real-world examples of companies that have used these tools to build highly relevant brands. | 12:45 pm–1:25 pm Future-Proof: How WIRED Creates Social-First Content Across Constantly Changing Platforms As content creators, we are now tasked with reaching readers with the news by coming into the digital places they spend most of their time: Facebook, Instagram, Twitter, LinkedIn, Reddit, Snapchat, Apple devices, Google, Flipboard and so many more. The challenge? All of these platforms not only attract different groups of readers with individual interests and unique backgrounds, but they require completely different assets. In this session, you’ll hear about how WIRED is crafting cutting-edge content by bringing teams together during the ideation stage to make sure each story has the best life possible on every platform while keeping individual readers engaged with the WIRED publication. Key takeaways include:
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1:35 pm–2:15 pm A case study on diversity and social media at Intel Less than three years ago, Intel’s CEO made a bold commitment: to achieve full representation of women and underrepresented minorities in our U.S. workforce by the year 2020. To do this, we’ve set out on a plan, both to achieve our internal diversity and inclusion goals as well as support the industry in the broader quest for parity on multiple levels. Since our diversity initiative was formalized, we have developed a robust and transparent digital and social media campaign to share our progress publicly. In this session, you’ll understand the approach we took to our digital and social media campaign, the trajectory of the campaign and how we’ve adjusted and optimized the campaign over time. We’ll share successes as well as some of the challenges we faced in transparently communicating about our progress towards these diversity goals. This case study will include: - The strategy of transparency in communicating about our progress towards our diversity goal | 1:35 pm–2:15 pm How to boost click-through rates and build trust with UGC Do you feel like you're continuously recreating the wheel with your marketing? Would you love to have hundreds, thousands, or even millions of content created for you by your biggest fans? Let me introduce you to the impact of user-generated content (UGC). Over half of Americans trust UGC more than any other information when looking into a brand, product, or service. In this talk, we'll dive into what UGC is, how to get your customers creating more of it, how you can use it to power your marketing (legally), and how it can boost your website traffic and generate more leads. | 1:35 pm–2:15 pm Messaging: the paradigm shift in customer care |
2:15 pm-2:45 pm
Networking Break and Refreshments
2:45 pm-3:25 pm
Case Study: It Takes a Community to Build a Brand
Everyone across the brand landscape seems to be looking for secrets to building the next unicorn, but brands often overlook one of their most important differentiators and truest champions - their community of users. More than just potential sales numbers, building a brand that centers around an authentic, community-driven mission is the secret to standing out in today’s overcrowded media market.
Chris Lane, Fiverr’s Global Heads of Digital and Brand Marketing, will provide attendees the building blocks and higher level strategy behind creating a global brand that is built entirely around a community-driven approach. He will share the keys to creating an authentic community-driven strategy and share firsthand insights into how Fiverr has achieved a blend of life, work, and the pursuit of innovation in creative work. The audience will walk away with a firm understanding of how brands can authentically connect with the right people at the right time to build communities around their mission and products.
3:35 pm-4:35 pm
Panel: Best Practices in Content Creation with Digital Influencers
5:30 pm-7:00 pm
Networking Reception
Thursday, February 8, 2018
9:00 am–9:50 am
Breakfast Provided for Attendees
9:50 am–10:00 am
Opening remarks by Summit Emcee
10:00 am–10:40 am
Meaningful Engagement in an Era of Content Saturation
Content has become king of the jungle – at the top of every marketer’s list. But consumers are overwhelmed with competing content at every turn and on every device. How can you create compelling social content that connects your brand and your business with your customers in smart ways?
In this session, Eve Callahan will share how Umpqua Bank has bucked the blandness banks are known for to create content that resonates with their customers and communities – and helps Umpqua grow.
You’ll learn:
10:40 am–11:00 am
Sponsor Meet and Greet / Networking Break and Refreshments
Track A: Social Media Advertising Best Practices | Track B: Social Media Platform Strategy | Track C: Driving Revenue and ROI Through Social Media |
11:00 am–11:40 am The Future of user acquisition: Creative Marketplaces, Playables, Machine Learning & UA Bots Mobile advertising is constantly changing. What is effective today is irrelevant tomorrow. In this session, Brian will reveal secrets to achieve profitable user acquisition from Facebook and Google. Learn the creative techniques and best practices for sustained profitable user acquisition growth. Brian will discuss how emerging technologies like playable ads, creative marketplaces, machine learning, automatic bidding and UA Bots are altering the industry as we know it today. | 11:00 am–11:40 am How you're using instagram all wrong - a masterclass There are thousands of businesses on Instagram, but very few are using the social network correctly. From content to hashtags to posting Instagram stories, businesses struggle with making the most of the platform. This session, “How You’re Using Instagram All Wrong” teaches an in-depth look at growing your account, network’s best practices, content ideas, optimizing each piece of content, and more. Takeaways
| 11:00 am–11:40 am Case study: Broadening your marketing strategy to drive social media ROI When this e-commerce beauty brand came to digital marketing agency Hawke Media, the time for a makeover was clear: zero results from existing paid search and Facebook advertising efforts topped the list of unmet marketing expectations. In just five months, Hawke helped turn the brand into a million-dollar business––by boosting their social media strategy with top- and bottom-funnel channels, and expanding audience reach and messaging strategies. In this session, you’ll learn:
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11:50 am–12:30 pm
Industry Roundtable Discussions
Learning doesn't only come from the speakers. We've created roundtables that will allow you to meet your peers working in your same role to connect, share challenges, tips and tricks. Each roundtable will be led by a speaker to help facilitate topics and discussion. No need to sign up in advance!
Roundtable A: Tips for creating ephemeral content for Snapchat, Instagram & Facebook
Roundtable B: How to deal with negative comments on social channels
Roundtable C: Aligning social media with other digital initiatives for seamless customer experiences
Roundtable D: Staying creative - Methods & tips for creating quality, consistent content
Roundtable E: Social media & content tools to help streamline marketing & improve efficiency
Roundtable F: Lead generation best practices through social media
12:30 pm–1:30 pm
Networking Lunch
1:30pm - 2:10pm Case study: Turning high-performing content into high-performing ads Leading clothing retailer Pair of Thieves joined forces with performance marketing powerhouse MuteSix to boost the quality in traffic to their site—resulting in tripling their ad spend on Facebook and Instagram while maintaining a low CPA in under three months. They'll also share a creative way they reused a video with Jimmy Fallon that added product CTAs at the end of the promotional video to turn it into a high-performing direct-response campaign, generating a Relevance Score of 10 and high CTR. Key takeaways include:
| 1:30pm - 2:10pm How Verywell uses Facebook to build critical support communities Imagine if social media could be a place where people go to feel better. A place where one powerful post, comment, or engagement can have more value than millions of viral video views. Where individuals from around the country are forming vibrant communities around the biggest challenges they face—their unique health conditions. That’s how Verywell, a health and wellness publisher, is approaching its Facebook strategy. In the past year, Verywell has built several new communities around niche medical conditions that have become the most engaged and fastest growing pages in their respective spaces. In this session, you will:
| 1:30pm - 2:10pm Lenovo Video Case Study: How aligning your social strategy with business objectives can drive growth When creative agency Traction connected the dots from Lenovo’s core business challenges down to their content strategy in the b2b market, engagement soared by 400%. Sharing, conversations—and leads followed. In this session, you'll learn:
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2:20pm - 3:00pm
Human to Human #H2H: Learn to Speak Human, Share Human and Market Human
We’ve been trained to speak “business to business” (B2B) or “business to consumer” (B2C). But businesses and products do not have emotion. Humans do.
In Human to Human Marketing (#H2H), Bryan explores why and how communication needs to be adjusted to exude simplicity, empathy and imperfection – in the same way humans are built. Through storytelling about his own experiences, as President of a Silicon Valley marketing firm, he delivers practical tools and steps you can use right now to connect with other humans and be better marketers, managers, and fellow members of the human race.
Key concepts include:
3:00 pm
Summit Concludes