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.

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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:
- Practical dos and don’ts in storytelling marketing
- Which stories to tell on which media platforms
- How to use storytelling as a business strategy to reach customers beyond the marketing space
- Latest storytelling trends

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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

• Thinking like media companies is necessary but only gets content marketers so far. There is an opportunity to think like a start-up, a not-for-profit, NGO and government infrastructure provider.
• Low-hanging fruit content relevance opportunities are being increasingly commodified. Social value approaches will help you identify more opportunities to be differentiated and relevant to your communities.
• Socially valuable content creates opportunities to break down silos between corporate charity programs and P&L activities. You may be able to merge them into the business wholesale.
• Expand the stakeholder pool from just shareholders and customers to identify new value opportunities and solutions that you can drive.
• Social value and other value frameworks such as  the UN Sustainability Development Goals can help you identify needs and initiatives for which you might have the greatest affinity.
• For the developing world, integration with low-barrier media channels such as SMS can rapidly scale to reach more people across the digital divide, helping societies to become more social where penetration of social media interfaces is lacking.
• Your content can improve and even save lives, so get busy.

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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.

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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.

Takeaways include:
- How to create content that matters
- How to measure the business impact of content
- How to create and scale a global content strategy
- How thinking “customer first” can lead to SEO success

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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.

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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.

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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.

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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:

• Learn how to get your organization to collaborate and put social first
• Hear about what specific social platforms seem to be prioritizing (from meetings with the organizations and from data analysis)
• Determine if you’re wasting your time on platforms that aren’t getting you closer to your goal
• Identify the data you should use to monitor what’s working for you and what isn’t

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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
- The approach we took to developing key messages and creative
- How we designed our storytelling approach across key social media platforms
- The ways we listened to our audience, and adapted / optimized the campaign as a result

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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.

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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.

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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

• Gain insights on how to best grow your Instagram account following
• Discover tricks to gain more engagement on each photo
• Learn what time to post, how often to post, and the secret of using more than 30 hashtags
• Find out what's next for the world's fastest growing network
• Tangible takeaways that you can use that same day on your account!

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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:

• Why 95 percent of brands lose half of their ROI with social media marketing and how to capture the money you left on the table.
• How to effectively measure and boost social media ROI by improving your overall marketing mix.
• How to complement social media advertising with new marketing methods.

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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:

• Learn to identify the challenges and opportunities needed to unlock your company’s growth.
• Discover how to optimize your Facebook ads to meet business goals.
• Understand how to leverage existing promotional content and create successful campaigns that perform well.

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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:

• Learn from the approach Verywell took in launching and growing these Facebook pages
• See how they gained invaluable insights about the conditions and the audiences
• Get motivated to listen to your own users to inspire new content ideas
• Discover the surprising ways these niche audiences can have a big impact on their lives and your business

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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:

• How you can uncover efficiently and effectively uncover insight about your customers
• How to make sure you define the consumer-oriented goals that deliver meaningful business results
• How to use that insights to create video and other content that will drive high engagement
• How Lenovo used personalized video to create their most shared assets ever

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