Every day the social world changes, from new platforms to new products to new trends. Is your team growing with it? Is there even a team in the first place? Whether you’re a one-person show or a lean team, the way you approach social needs to be vastly different from some of the star players we hear about. This session is for the tiny but mighty — the ones (keyword “ones”) who need to find a way to cover all the social bases with consistent quality content and engagement.

Takeaways:

• Identifying your audience and purpose on social
• Understanding and embracing your team’s strengths and weaknesses
• Building a network of support: tools, automation, community

(Read Less)

This session focuses on how to publish compelling, digital-first stories for any platform tailored to a specific audience. Learn how to translate long-form copy (websites) to social media posts and search ads; and how to tell the same story using different tools on multiple channels. As overall marketing goals drive advertising efforts, the session will look at how to tie metrics to specific channels, communicate success to stakeholders, and optimize content for future publication.  

Focus areas:

• Digital storytelling – how to write content for digital experiences  
• Omni-channel output – how and when to publish on social and digital channels 
• Analytics and reporting – how to develop a system to communicate success

(Read Less)

This panel of cross-industry brands will discuss the state of social media as we begin 2023, along with some of the best opportunities marketers should consider. 

Topics include:

• Creative ways brands can approach new platforms
• How to gauge whether a new platform is worth exploring
• What consumers now expect of brands online and how marketers can meet them there
• Scrappy social media tactics like engagement polls, recurring series, searching for and engaging with social mentions
• Short-form video where it makes sense for your brand (TikTok, Reels, YouTube Shorts)
• The return to community management and what it can do for brand engagement

(Read Less)

One of the great things about TikTok, and social media in general, is the opportunity to test & learn. Reliable, authentic, and ever-changing are words constantly associated with TikTok, but what do they mean for a brand?

By applying the above as a North star, we developed our highly successful #TikTokMadeMeBookIt campaign giving seven users their dream holiday vacation. In this session, you will learn how Booking.com leveraged TikTok's record-breaking engagement rates to launch our premier campaign and overall content strategy. 

Key takeaways include:

• Exploring and defining your audiences
• Identifying best-performing strategies for content made by creators
• The importance of "sparking" your content
• Creating custom audiences based on campaign learnings

(Read Less)

Join one of our small-group video roundtable discussions to share new ideas with your peers. Speakers will lead these discussions. There will also be open networking tables to meet and greet other attendees.

Topics include:

• How to maximize a creator/influencer partnership - Maya Wasserman
• How to drive advocacy/fandom through brand communities - Reinaldo Parreiras
• Social listening/benchmarking: Setting up a community management strategy during big (brand) moments - Karla Hernandez Zaldivar
• The biggest social media mistakes and how to avoid them - Josef Bookert

(Read Less)

Paycom launched a TikTok profile in January 2022 with a conservative goal to reach 10,000 followers by the end of the year. It hit over 100,000 followers by June while also securing a powerful influencer partnership with Corporate Natalie. Paycom partnered with Corporate Natalie to reach audiences nationwide with its message on the power of employee-driven payroll through Beti®. But how did these efforts come to fruition? Paycom’s Vice President of Marketing Adam Ballard will discuss what it takes to make a campaign like this happen. 

In this session, you’ll learn how Paycom broke free from category norms and embraced TikTok to reach end users of its product and how it leaned into influencer marketing to catapult success. 

You’ll learn:

1. How TikTok can work for your business
2. Why you should be OK with failure during the creative process
3. The importance of collaborating with influencers to maintain an authentic feel

(Read Less)

This brand panel will share their unique approaches to creator and influencer partnerships, including insights and tips that can translate to your influencer initiatives. They’ll share what’s worked for them, including campaign examples, lessons learned, and what to avoid to ensure influencer marketing success.

Discussion topics include:

• How to identify influencers who are a natural fit for your brand (and what to avoid)
• How to measure the success of your influencer campaign
• The difference between paid and unpaid creators
• The pros and cons of micro, mid, and mega influencers
• The what, why, and how of launching an ambassador program
• How to maximize a creator partnership beyond just posting content to their channels
• TikTok’s role in the future of influencer marketing

(Read Less)

Every day, more than half of the planet’s population – over 4.5B people – logs onto one (or more) social media platforms to connect, learn, forget, dream, sell, share or just pass the time. For any marketer looking to connect with (just about) any audience, social represents one of the best avenues to do so. But with staggering audience growth comes advertiser saturation and regulatory scrutiny – both of which have made it progressively more difficult for brands (and creators) to stand out. Tack on a bevy of platform changes – from data restrictions to increasing automation to fewer control levers – and the result is an incredibly powerful and increasingly expensive lottery ticket.

This puts brands in a difficult position: most know paid social is something that can be a game-changer + should be integrated into their marketing plans – but few have the in-depth understanding to navigate the major paid social platforms and implement a strategy that works. This session is designed to provide attendees with a proven, actionable framework for designing, implementing + managing paid social campaigns on the largest platforms out there (Meta, TikTok, LinkedIn & Twitter) – along with the do’s and don’ts for managing each channel.

(Read Less)

Discussion topics include:

• The best times to jump on trends - how to know when it’s too late
• How to determine if your brand should be a part of a trend
• Set up your social team for success by instilling trust in executives and getting ahead of legal permissions to act quickly
• The power (and ease) of using TikTok to jump in on trends and conversations
• Examples of content from brands who got it right (and wrong)
• How to live diversity, equity, inclusion, and belonging year-round versus on specific community observances (Black History Month, National Indigenous History Month)

(Read Less)

Instagram is a constantly evolving platform that has cemented its place as the Holy Grail for businesses, brands, and marketers. From its humble beginnings as a simple photo-sharing app, Instagram has grown into a powerful marketing tool with over one billion monthly active users. 

For Florida International University, IG reels have become one of our main drivers in bringing in brand awareness and affinity within our student population and even globally because we have established a unique digital presence among other universities in the nation.

Today, we’re going to chat about how you can leverage Instagram reels to help you boost engagement and growth on the platform using strategies such as captivating copy, relevant trends/audios, brand authenticity/personality, and much more. 

Key Takeaways: 

• Knowing your target audiences
• Best practices for creating engaging content on Instagram Reels
• Creating original audios/trends
• Incorporating UGC/Influencers
• Being the first to hop on the trend

(Read Less)

Knowing where to build your community on social media is one of the most important parts of a community strategy. This panel of powerhouse brands will share their experiences building their own communities and the lessons they’ve learned along the way. 

Discussion topics include:

• How each of these brands chose their community platforms, and why
• The types of content that facilitate community building on each platform
• Creating a brand voice and how it contributes to which platforms to explore
• How short-form video has changed community building through social media
• How to maximize user-generated content on each platform and how it builds a trusted follower base
• How brands that don’t have a strong Gen Z audience can use TikTok to grow their community

(Read Less)

(Read Less)

In 2022 Intel created a program called Culture & Community Lab to place the brand into culture, unlocking the power of community to fuel conversation and accelerate brand love and growth.

The program leverages timely opportunities and allows Intel to tap into cultural moments and trends that resonate with our communities.

With a small portion of our investment, it delivered more than half of all organic engagement and increased organic engagement by more than 100% thus far. 

This session will highlight key learnings and actionable insights you can apply to most platforms to tap into real-time opportunities.

You'll learn:

• New approaches to social media & community building
• A framework for reacting to trends and cultural moments
• Best practices for real-time content & engagement

(Read Less)

Leveraging customer feedback to improve your brand's online presence is essential. By actively listening to and engaging with customers and community members, you can gather valuable information about what works and what doesn't, use this information to make targeted improvements to your brand's online presence, and ultimately increase engagement with your target audience.

(Read Less)

This panel will discuss:

• Jumping in on trending/viral moments to create UGC storytelling
• Using and translating UGC from one platform to another (ex: Twitter to Instagram)
• Using Original Sound UGC for content development
• Examples of UGC that work well (and don’t work well) to build your brand community
• The importance of the creator community in community building
• How UGC can work for you no matter the size of your team or company

(Read Less)

With the rise of motorsports growing in the United States and beyond, NASCAR has quickly made great efforts to engage old, current, and new fans on social media to develop a diverse and strong community. Through the help of community growth and engagement, NASCAR was named the 2021 Sports League of the Year by SBJ.

During this session, you will learn how NASCAR measures the success of community growth, ways to incorporate social media analytics into your strategy, and how it fits into your brand. Social media and data analytics go hand in hand toward a healthy social ecosystem and beyond.

Takeaways:

• Learn the basics of social media analytics
• How to measure engagement
• Understand how to implement social media analytics into your everyday story

(Read Less)