Thursday, February 25, 2021
8:35 am–8:45 am PDT
Welcome Remarks by Summit Producer Breanna Jacobs
8:45 am–9:30 am PDT
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 PDT
Break
9:45 am–10:30 am PDT
How Ocean Spray’s “Dreams” Became Reality and Catapulted to Success on a Brand New Social Platform
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 PDT
How to Grow and Maintain a Social Media Following – Finding Both Your Niche and Broader Audiences
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 PDT
Break
11:45am - 12:30pm PDT
6 Tips for Creating a Bulletproof Content Strategy With Social Listening
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 example of Saint Joseph’s University, you’ll learn:
12:30 pm–1:15 pm PDT
The Art and Science of Content Marketing and Building a Strategy that Engages AND Drives Traffic
1:15pm - 2:30pm PDT
Growing Brand Loyalty Through Social Media Communities
Topics covered in this panel include:
2:30 pm PDT
Day One Concludes
Friday, February 26, 2021
8:35 am–8:45 am PDT
Welcome Remarks by Summit Producer Breanna Jacobs
8:45 am–9:30 am PDT
Running an Effective Social Media Campaign – Knowing How and When to Scale
9:30 am–9:45 am PDT
Break
9:45am - 10:30am PDT
Using Data, Metrics, and Tools to Drive ROI – and Best Ways to Report to Leadership
10:30 am–11:15 am PDT
Ad Rescue: Saving Marketers from Creating Bad Social Media Ads
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 PDT
Break
11:45 am–12:30 pm PDT
Identifying the Best Social Media Tools to Help Streamline Your Social Media Initiatives
Your technology stack is critically vital to driving effective and efficient results for your overall social media strategy.
It's often difficult to understand what tools are the best fit to help you achieve your team’s desired results.
How can you identify a proven process for evaluating and integrating tools?
How do you normalize producing once and publishing often seamlessly?
In this session, Nicholas will show you how to implement your chosen tech stack at scale.
After this session is over, you'll be able to answer questions like:
12:30 pm–1:15 pm PDT
Surviving Instagram Algorithm Changes to Boost Performance
Staying up on the latest Instagram changes is hard. In this session, we'll cover leveraging the newest Instagram features, including:
1:15 pm PDT
Live Summit Concludes
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
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
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
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
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?