This Keynote will unpack 2021 social media trends, sharing the most significant changes in consumer behavior and technology that’ll impact how your companies engage in today’s ever-evolving social media landscape. Attendees will leave with a deeper perspective on what your 2021 social media plan should consider and include.

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Most brands have a roadmap, or at least a POV, on up-and-coming social media platforms and when to establish a presence. But what if something happened overnight that forced you to fast-track that plan into reality? Learn how Ocean Spray did just this and handled the transformation of a 90-year-old brand into the latest TikTok trend, learning valuable lessons along the way! 

Takeaways include:

• How to build a brand, and a following, on a new social platform
• Navigating the world of TikTok and messaging to a Gen-Z audience
• How to eschew control and leverage UGC and influencers for content generation

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With sports teams, most people look at their arena attendees and home markets to identify their fan base. But when you take any brand online, massive potential to expand its fan base emerges. The Golden State Warriors certainly are The Bay’s team, but online, the team has nearly 50 million followers — the majority of which live outside of the United States. Over the past two years, Karen Ramming has expanded that social media following by 40% through identifying platform opportunities, analyzing audience data, and optimizing content. She is excited to share her learnings and key takeaways to help brands identify and grow their audiences.

Key takeaways:

• Analyze audience demographics and engagement behaviors
• Optimizing content for the platform and audience
• Identifying trends that fit your brand voice

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Been there, done that, messed around... with failed content strategies.  

 Now the question is, are you listening? Social listening allows you to find out what people think about you as a brand. Brand insights can be key when drafting a successful content strategy. Why? Because you’re catering to your specific audience.  

In this session, we’re going to discuss social listening experiments both the newbie and pro can try. Using the examples of various players in the market, in this session, you will learn:

• The importance of social listening and competitor benchmark 
• How to draft a successful listening strategy 
• How to turn listening data into an actionable content strategy
• Using social listening for content inspiration 

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Audience engagement is the Holy Grail for content marketers. Yet too much content fails to get even a cursory look from the very people it’s meant to attract. Consider approaching content the way a journalist approaches a story — evaluating, organizing, and finessing information to create a relevant and targeted “hook” that brings a reader in AND, ultimately, moves them to take action.  Bob Musinski and his team are doing just that for global companies and brands with a strategic approach to content marketing that uses the buyer’s journey as a starting point, then, by thinking like a journalist, creates engaging content that drives traffic to support sales and business goals. 

You’ll learn about:

• Using a buyer’s journey map in content strategy and development
• Identifying “what matters most” to your target audience at every journey stage
• How journalists evaluate and finesse information to create the best “hook” for a story, and applying that to business content development
• How this approach has worked for 3 very different companies: a national appliance manufacturer, a university system, and a global food brand

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Topics covered in this panel include:

• How to find out exactly where you should be building your communities based on your audience (both on social media platforms and outside of them)
• What value you should be able to provide your community to keep them engaged and loyal to your brand - how can you reward top fans?
• Making your brand accessible to allow for one-to-one connections with your community
• What kinds of content drives customers and followers to want to be a part of a brand's community

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While embracing a new normal presents its own challenges, social media is ripe with insights that demonstrate how to infuse the adjusted customer mindset, priorities, and social climate to maximize campaign success. 

In this session, you will hear strategies implemented by the Starbucks social team ranging from an effective COVID-19 Response Plan to the launch of Fall/PSL and relatable text-only moments that shine a light on our customers and their desire for connectedness, virtual relief, and a sense of normalcy. Lauren will share her perspective on identifying the right insights to sharpen an overall content approach leaning into untapped opportunities to relate to the customer in more impactful ways.

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Social advertising the most modern and advanced form of advertising today. The various tools, tactics, and skills required can often be overwhelming. The best and most effective advertisements combine the art of creativity, the psychology of audience understanding, and the rigor of data science and scientific method. When you combine these disciplines and get these factors to compound with the right people - it can result in extraordinary outcomes.

Takeaways include:

• How to set up experiments that fit your scale from a small business to a major enterprise
• Tradeoffs between targeting and creative
• What’s important to measure and what’s not

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Let's face it, there are a plethora of bad social media ads being published every day by brands both large and small.

In this highly engaging and immersive session, James will dissect and critique real ads from brands being run on Facebook and Instagram today.

In doing so, he'll reveal the dos and don'ts of social media advertising and provide practical, real-world tips on how you can instantly create more successful ads that will grow your business.

After this session, you'll learn:

• Expert copywriting tips, tricks, formulas, and "hacks" to incorporate into your ads that will spark action among your target audiences and drive more conversions

• Creative design tactics to make your ads stand out in cluttered social feeds and garner customer attention

• How to incorporate consumer psychology practices and unique messaging techniques to drive more engagements and revenue

• Proper targeting tactics to ensure your ads are reaching the customers most likely to use your product or service

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Staying up on the latest Instagram changes is hard. In this session, we'll cover leveraging the newest Instagram features, including:

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