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Day 2 Conferences

Wednesday, February 5, 2020

Social Media Strategy Development

9:00 am–9:40 am

Opening Keynote: Storytelling with Empathy: Rise Against the Machines

Miri Rodriguez
Head of Global Internship Program

A distinctive story helps define and successfully communicate unique personal and business attributes. Storytelling has become a powerful business tool in today’s digital age because it begins and ends with empathy, driving an immersive and emotional experience for stakeholders and audiences that inspires them to action. In this dynamic and interactive session, Miri will share practical tools to help you become a skilled storyteller in a looming robopocalypse so that you can successfully keep relevant in the marketplace, drive engaging relationships and win in business and in life.

Key takeaways:

  • What is storytelling…and what is not
  • Ways to tell a story
  • Crafting your story with empathy and Design Thinking Principles

9:50 am–10:30 am

Keynote: How Walmart Approaches Transparency on Social Media

Marissa Kargas
Senior Manager, Digital Strategy & Brand Engagement

Walmart constantly strives to be transparent with associates, customers, and stakeholders. Social media is how many consume information, and people can sense authenticity a mile away. Whether the goal is to share news, support a business objective, or celebrate an associate, stories shared need to be representative of our company culture and guiding principles. The most genuine way we can elevate those stories is by using the voices of our more than two million associates.

Key takeaways include how to: 

  • Find a face for every story
  • Build relationships across your business
  • Embrace authenticity and not let it scare you

11:50 am–12:30 pm

Beyond KPIs: Measuring Success on Social Media, Learning From Your Analytics and Reaching Your Social Media Goals

Loïc Bommersbach
Social Media Manager

CERN is the world's largest particle-physics laboratory. Thousands of scientists from all over the world work together to advance our knowledge of matter, its fundamental constituents and the forces that link them. With more than 2.5 million followers on Twitter, nearly 700,000 fans on Facebook and more than 450,000 followers on Instagram, CERN has built a large community on social media. But is that enough? We still need to publish engaging posts, publications that speak to our followers and makes them want to click, enjoy and share. The challenge is how to reach more people while staying true to the Laboratory’s ideals and values. 

With social media today, scientific institutes must work hard to be stronger than Facebook, Twitter or Instagram algorithms. This requires getting closer to the online community by showing more of what we do on a daily basis in our facilities while continuing to make people dream. Content such as Facebook Live, 360° images and videos, Instagram Stories and scientists directly engaging with questions from an online community all work to build engagement.

This talk presents CERN's quantitative objectives and KPIs on social media and shares how we go beyond these in analyzing the impact of social media posts. Because behind the numbers, it can be more important to redefine success on social media.

Key takeaways include:

  • What are the most relevant KPIs on social media in 2020?
  • How to classify “engagement” on social media
  • How to learn from your KPIs
  • How to best use your budget on social media campaigns

 

1:30 pm–2:10 pm

Launching Uber Eats in APAC: Building a Regional and Global Social Team

Ryan Reynolds
Global Social and Content Lead

Ryan will share the considerations and framework to build a successful social media marketing strategy, as well as methods to achieve leadership and cross-functional buy-in. Whether your goal is to add value to a current strategy or develop a foundational plan from the ground up, this session is perfect for attendees that want to optimize the way they plan, activate, and measure a successful social media program.

1 - Identify the building blocks of a social media strategy
2 - Develop a scalable cohesive social structure
3 - Align social KPIs with business objectives

Content Creation & Marketing

11:50 am–12:30 pm

Balancing Creativity with SEO to Produce Your Highest Ranking Content

Brad O'Brien
VP of Social

As the creator of the creative matrix, Brad will discuss ways attendees can fuse the art and science of marketing and SEO, and how to use data-backed creativity to drive growth. Brad will share how data can remove busywork from campaigns, opening up more room for creative thought. He will also discuss the ways data empowers brands to make creative decisions—allowing social teams to make creative decisions and pivot quickly to another approach if it's not working.

1:30 pm–2:10 pm

How to Produce Consistent & Quality Content with a Scrappy Team

Josh Mohr
Vice President of Marketing

You’ll walk away from this session motivated to find simplicity in your content strategy. Josh will walk through Revive Kombucha’s process of creating content; one that’s resulted in quadrupling the size of its Instagram following in just over a year while not relying on an agency or even having an employee with “digital” in their title.

 This session will provide a first-hand peek behind the curtain of a small brand’s ability to set its content strategy, find its core team and yield consistent brand-building content with high impact.

Influencer Marketing Strategies

11:00 am–11:40 am

Achieving Influencer Marketing Results with An Agency or an In-House Team

Amanda Chavira
Influencer Marketing Manager

Influencer Marketing is not a one-size-fits-all industry. Based on your company’s KPIs, budget, and overall marketing workflow - your strategy may just dictate itself. However, as brands continue to spend more and more dollars on the ever-growing industry, many have started creating internal influencer marketing teams to create and manage longterm relationships. Learn how to get started (regardless of your resources) from one of Dollar Shave Club’s Influencer Marketing leads, Amanda Chavira. Amanda will walk you through the process of how to get started via an agency, how to bring the process in house and how to achieve results from an in-house team.

1:30 pm–2:10 pm

Influencer ROI: 400K to 1.6M in less than 1 year using Instagram Marketing

Shane Barker
Digital Strategist, Brand and Influencer Consultant

This session will cover how Zoe Rodriguez, CEO of ZBody Fitness Inc., managed to boost her sales and maximize ROI through Instagram influencer marketing. She worked with several micro-influencers in the fitness industry who told authentic stories to promote her fitness programs and ebooks. This authentic storytelling coming from relevant Instagram influencers resulted in an impressive 3.5X increase in ROI. In this session, I will share a breakdown of the steps taken to achieve this.

Attendees will learn:

  • How to work with highly relevant influencers to reach the right target audience.
  • How to tell authentic stories with real results and win the trust of your target audience.
  • How to offer the right bundle packages to upsell and increase your revenue.
  • How to inspire others to tell their personal stories and turn them into valuable brand advocates.
  • How to build long-term relationships with influencers, even long after the campaign has ended.

See Full Agenda

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