Thursday, February 25, 2021
8:45 am–9:30 am PT
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.
9:30 am–9:45 am PT
Break
9:45 am–10:30 am PT
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:
10:30 am–11:15 am PT
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:
11:15 am–11:45 am PT
Break
11:45am - 12:30pm PT
6 Tips for Creating a Bulletproof Content Strategy With Social Listening
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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:
12:30 pm–1:15 pm PT
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:
1:15pm - 2:00pm PT
Growing Brand Loyalty Through Social Media Communities
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Topics covered in this panel include:
2:00 pm - 3:00pm PT
Friday, February 26, 2021
8:45 am–9:30 am PT
Tapping into the Value of Making Customers Feel Seen & Connected
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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.
9:30 am–9:45 am PT
Break
9:45am - 10:30am PT
Using Data, Metrics, and Tools to Drive ROI – and Best Ways to Report to Leadership
(READ MORE)
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:
10:30 am–11:15 am PT
Ad Rescue: Saving Marketers from Creating Bad Social Media Ads
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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
11:15 am–11:45 am PT
Break
11:45 am–12:30 pm PT
What Marketers Can Learn From the VERZUZ Movement
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12:30 pm–1:15 pm PT
Surviving Instagram Algorithm Changes to Boost Performance
(READ MORE)
Staying up on the latest Instagram changes is hard. In this session, we'll cover leveraging the newest Instagram features, including:
1:15 pm - 2:15pm PT
Consumer Insight Always Wins
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Understanding consumer behavior is the key to creating & scaling successful campaigns. This session will dive into topics with highlighted case study examples, including:
The Seeds of Success: Steps to Grow Your Business Through Search and Social
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Not everything in life is free—especially when it comes to growing your business. From big brands to mom and pop stores, more businesses are looking to leverage paid advertising to grow their customer base and increase brand awareness. This session will draw from Hawke Media’s experience working with plant delivery service The Sill, whose sales have increased over 50% since March due to the shelter-in-place mandate. Erik can discuss how your marketing strategy should adapt with growing demand, and the steps to plant the right seeds for revenue growth with search and social ads. Learn how to maximize your Google Adwords and Facebook advertising to decrease CPAs, improve CTR, and boost revenue by nurturing your marketing strategy with impactful targeting and tracking that puts you in front of audiences that matter the most.
AI and Social Media: Your Toolkit for Success
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Artificial Intelligence. It’s mystical, it’s fascinating, and it is the most prominent of the tech buzzwords heading into the 2020s. For digital marketers, AI is most often seen as a piece of technology that is untouchable and near impossible to be able to deploy successfully. Well, the good news is that AI is no longer confined to a black box of mystery. In fact, there are many cost-effective and easy-to-use AI-powered tools that already exist that can help you to grow and empower your social media strategy. All you need is a roadmap and a place to start.
In this thought-provoking session, you will:
How to Choose and Optimize the Right Social Platform for your Brand
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Almost all brands have a presence on social media, but the bigger question is if they are on the right platforms to reach their target audience and if they are leveraging those platforms to their fullest.
With new social media platforms emerging and younger audiences with more buying power, is it time for your brand to re-evaluate your channel strategy?
During the presentation, we'll cover:
Reporting: How to Set Yourself Up for Success
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Media planners see the world differently. In dissecting campaign performance, media teams are able to dig under the surface of the numbers, finding real truths about the audiences that brands are trying to reach - or even in some cases uncovering complex or trending behavior. In this session, learn how to translate your findings to your clients and brand decision-makers. What about your reporting creates trust between you and your client? How will you cull down complicated data to improve your campaign? Where can you pinpoint cost savings and efficiencies?