SMSsummit — Interactive Workshop

Tuesday, February 21, 2023

9:00 a.m.–12:00 p.m. Pacific

Data is no longer the cutting edge. It is part of our daily lives, and the businesses that aren't successfully integrating it into their decision-making processes are at risk of getting left behind. It's like entering an arena blindfolded when your competition can see. Yet, the truth is that many aspects of data can still seem very intimidating to marketers and business managers alike.

This talk will use the Google Ecosystem of Data Tools to uncover the concepts fundamental to data literacy for business managers and social media marketers. This includes demystifying terms like UTM codes and URL Parameters, making them less intimidating and more practically useful.

At the end of this session, you'll be able to:

  • Understand how different components of a Marketing Data Tech Stack fit together
  • Understand the function of Google Tag Manager, Google Analytics, Google Data Studio, and even Google BigQuery for Social Media Marketing Analytics
  • Use a free template designed for Social Media Marketers to take advantage of Google Data Studio's visualization functionality 
  • Understand and leverage UTM Parameters, Custom Dimensions, Metrics, and Events like never before to demonstrate the ROI of SMM efforts
  • Finally, the talk will come chock-full of further resources for learning and free templates for immediate use.

Agenda and Activities

Part 1: Data Basics Fundamentals (20 Minutes)

  • Covering: What everything boils down to; facts and attributes, measures (or metrics) and dimensions. The various names yet simple concept that lies at the foundation of Data Literacy.

- 5 Minute Break - 

Part 2: Data Components used in Marketing Analytics (30 Minutes)

  • Metrics, Events, Dimensions, Parameters of the UTM variety and URL location; what does it all mean? Going from the foundation to platform specific nomenclature.

- 5 Minute Break - 

Part 3: A Tech Stack for Marketing Data Infrastructure (30 Minutes)

  • What are Tag Managers, CDP’s, CRM’s, Data Warehouses, etc… how do they fit together and when do need you each of them?

- 5 Minute Break - 

Part 4: Google (and other) Tools for Data Infrastructure (30 Minutes)

  • Understand the function (mostly Google, and mostly free) Tools play in Data Infrastructure: Mapping out Google Tag Manager, Google Analytics (UA and GA4), Google Data Studio, and even Google BigQuery

- 5 Minute Break - 

Part 5: Putting it all together (20 Minutes)

  • Examples of Client Dashboards that were built with that infrastructure as well as talking through how understanding these can make you a better Social Media Marketer

- 5 Minute Break - 

Part 6: Practical Application: Taking it Home (25 Minutes)

  • Interactive walkthrough – anyone that has access to a Google Analytics Property can follow along as we connect it to a Google Data Studio Dashboard template built for Social Media Marketers

Followed by Q & A

speaker photo
Andres Marquez
Growth Marketing Consultant
Results First Marketer

SMSsummit — Live Virtual Conference

Wednesday, February 22, 2023

8:30 a.m.–8:45 a.m. Pacific

8:45 a.m.–9:30 a.m. Pacific

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Nicolle Lopez
Social Media Manager
Amtrak

9:30 a.m.–9:45 a.m. Pacific

Thought Leader Spotlight

9:45 a.m.–10:00 a.m. Pacific

10:00 a.m.–10:45 a.m. Pacific

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Josef Bookert
Social Media Channel Lead, Global Channel Excellence
AstraZeneca

10:45 a.m.–11:30 a.m. Pacific

Panel

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MODERATOR
Amelia Tran

Senior Director of Marketing
WorkReduce
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Kate Winick
Director of Social Media
Peloton
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Kayla Schmidt
Senior Social Media Specialist
Zendesk
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Ruben Ruiz
Social Media Manager
Roblox

11:30 a.m.–12:15 p.m. Pacific

Thought Leader Spotlight

12:15 p.m.–1:00 p.m. Pacific

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Karla Hernandez Zaldivar
Global Social Media Insights Manager
Booking.com

1:00 p.m.–1:45 p.m. Pacific

SMSsummit — Live Virtual Conference

Thursday, February 23, 2023

8:00 a.m.–8:15 a.m. Pacific

8:15 a.m.–9:00 a.m. Pacific

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Adam Ballard
VP of Marketing
Paycom

9:30 a.m.–9:15 a.m. Pacific

Thought Leader Spotlight

9:15 a.m.–9:30 a.m. Pacific

9:30 a.m.–10:15 a.m. Pacific

Panel

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MODERATOR
Katrina Parr

Global Social Media Strategist
Rockwell Automation
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Haley Buckingham
Influencer Marketing Lead
Nasdaq
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Angela Liu
Senior Digital Marketing Manager
American Girl
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Maya Wasserman
Marketing Director
Sony Electronics

10:15 a.m.–11:00 Pacific

Thought Leader Spotlight

11:00 a.m.–11:30 a.m. Pacific

11:30 a.m.–11:45 a.m.

Thought Leader Spotlight

11:45 a.m.–12:30 p.m. Pacific

Case Study

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Rebecca Grieb
VP, Marketing
DOZR

12:30 p.m.–1:45 p.m. Pacific

Panel

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MODERATOR
Saad Khan

Brand Social Lead
Shopify
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Dylan Doyle (he/him)
Assistant Director, Social Media
EY Canada

1:30 p.m.– 2:15 p.m. Pacific

SMSsummit — Brand Community Day

Friday, February 24, 2023

8:00 a.m.–8:15 a.m. Pacific

8:15 a.m.–9:00 a.m. Pacific

Panel

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Audrey Willis
Social Media Manager
Intuit TurboTax
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Mackenzie Perna
Manager, Social Media
Red Bull
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Jenny Williams
Manager of Social, Digital & Web3
Chipotle

9:00 a.m.–9:15 a.m. Pacific

Thought Leader Spotlight

9:15 a.m.–9:30 a.m. Pacific

9:30 a.m.–10:00 a.m. Pacific

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Sarah Southerland
Social Media Manager
Oklahoma Department of Wildlife Conservation

10:00 a.m.–10:15 a.m. Pacific

Thought Leader Spotlight

10:45 a.m.–11:15 a.m. Pacific

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Reinaldo Parreiras
Global Head of Community
Intel

11:15 a.m.–11:45 a.m. Pacific

11:45 a.m.–12:15 p.m. Pacific

12:15 p.m.–1:00 p.m. Pacific

Panel

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Dannii Ceniceros
Social Media Community Manager
Hilton
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Blake Campbell
Social Media Coordinator
NOMATIC
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Lizzie Hartland
Manager, Social Media Community Team
Nestle

1:00 p.m.–1:30 p.m. Pacific

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Krista Jasso
Manager, Social Insights
NASCAR

1:30 p.m.– 2:00 p.m. Pacific

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Madeleine McCarty
Senior Manager of Social Media & Digital Content
Kroenke Sports & Entertainment

On-Demand Sessions

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Melissa Li
Managing Partner and Head of Community
Dorm Room Fund
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Sam Tomlinson
Executive Vice President
Warschawski