Agenda at a Glance

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When it comes to social media data and analytics, it can take time to figure out where to start. There is a lot to unpack, and not all available data is helpful, let alone necessary. One of the biggest challenges is translating vanity metrics into real, tangible insights that deliver results.

This session will cover:

• Connecting your business goals to available social media data.
• Where to focus your efforts and what to avoid.
• How to identify key KPIs and ROIs.
• How to share the insights you collect into language leadership can relate to and understand.

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From partnering with brands like Play-Doh to collaborating with influential figures like Shaq, Papa Johns is no stranger to brand collaborations. In this session, you’ll be presented with multiple case studies from Papa Johns’ most successful collaborations including the Shaq-a-Roni pizza campaign, the Play-Doh pizza delivery scooter set and more. 

You’ll learn: 

• A framework for brand collaboration processes 
• Best practices for brand collaborations 
• Actionable tips for optimizing collaborations on social 

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Video content has become a key driver in any brand’s marketing strategy, and the platforms we have today—whether YouTube, Instagram, or TikTok—offer unique opportunities to create meaningful connections with your audience. In 2025, the secret to success lies in crafting content that resonates deeply, is authentic, and builds lasting trust.

When creating video content, focus on authenticity—this is what today’s audiences crave. Whether it’s a short-form video or a long-form feature, content that feels genuine is more likely to drive engagement. Consistency is also crucial. Keeping your brand message uniform while delivering quality content at regular intervals helps foster stronger relationships with your community.

One of the most powerful strategies to enhance your video content is collaboration with creators. Creators bring a level of trust that is unmatched by traditional advertising. By working with influencers who align with your brand values, you expand your reach and tap into an existing, engaged community.

Lastly, stay adaptable. Each platform offers different features, so it’s important to experiment and find out what works best for your audience. Whether it’s leveraging SEO on YouTube, integrating interactive features on Instagram, or using trends on TikTok, keeping track of what resonates helps you optimize your strategy.

You’ll Learn:

• How authenticity and consistency in your video content can drive deeper engagement.

• The power of collaborating with creators to expand your brand’s reach.

• Strategies for staying adaptable across different video platforms like YouTube, Instagram, and TikTok.

• Key features and trends on these platforms to boost your video marketing success.

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• Understand how a full funnel approach can transform your paid social media strategy.
• Discover techniques to personalize your messaging and creative for different customer journey stages.
• Learn effective methods for increasing brand awareness and engagement right from the start.
• Find out how to attract potential customers and guide them toward making a purchase.
• Explore ways to track and optimize your ROAS using data-driven insights.

Agenda and Activities

• Understand how a full funnel approach can transform your paid social media strategy.
• Discover techniques to personalize your messaging and creative for different customer journey stages.
• Learn effective methods for increasing brand awareness and engagement right from the start.
• Find out how to attract potential customers and guide them toward making a purchase.
• Explore ways to track and optimize your ROAS using data-driven insights.

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Crafting mindful content is essential for building trust and fostering meaningful connections in today’s social media landscape. In this panel discussion, experts from Valvoline Global, Florida Blue, and Lockton share actionable strategies for creating authentic, engaging content that resonates with audiences. Learn how these brands navigate challenges, balance authenticity with strategic goals, and develop content that drives impact. Whether you're starting from scratch or refining your content strategy, this session provides insights into fostering trust and delivering meaningful results through mindful content creation.

Key Takeaways:

• Identify core principles of mindful content creation and learn how to apply them to build trust and engagement.
• Implement strategies for fostering genuine audience connections through authenticity and transparency.
• Overcome common challenges in trust-building content with practical solutions and real-world examples.
• Measure the impact of mindful content using metrics that demonstrate audience resonance and success.
• Develop a content plan that builds trust with creative testing, cross-channel strategies, and audience-first approaches.

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Now more than ever, consumers use social media to express their thoughts and opinions about brands. According to Axios, Gen Z is shifting away from Google and increasingly turning to social media platforms as their primary source for researching brands or products before making a purchase. Social media has become much more than selfies and dance challenges and is now a valuable data source filled with insights. Is your brand paying attention?

In this session, you will learn how to leverage social media data to inform business decisions and solve business challenges with real-time insights. This presentation will focus on how Hershey’s utilizes social listening to influence campaigns, product innovation, and more.

You’ll learn:

• The importance of utilizing social listening and the insights it can provide
• Ways you can share insights from social media across different teams to have a direct impact on business strategy
• How social listening goes beyond trend identification and allows us to understand the current state of the consumer

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In today’s competitive digital landscape, building a strong brand presence organically is essential for B2B tech companies looking to foster authentic connections with their audience. This presentation will explore how to strategically grow followers, boost engagement, and expand reach by leveraging high-quality content, active community participation, and audience-centric strategies. Focusing on sustainable growth, we’ll delve into the importance of storytelling, aligning brand values with audience interests, and delivering content that consistently resonates with key decision-makers. By connecting with your audience authentically, you build trust, brand loyalty, and ultimately drive conversions.

We’ll also look at practical ways to adapt to the unique challenges of B2B social media marketing, where the path to engagement may be longer, but the rewards are equally significant. Learn how to optimize content for each platform, tap into trending topics relevant to the industry, and cultivate conversations that matter. Whether your goal is thought leadership or lead generation, this session will provide actionable insights on crafting a brand presence that not only attracts but also retains and engages a loyal following.

Key Takeaways:

• Understand the power of storytelling and how to align brand values with audience interests to build lasting connections.
• Learn content optimization strategies and the importance of consistency and quality
• Discover the role of community participation in building a loyal audience that actively engages with your brand.
• Explore techniques to leverage AI tools, employee advocacy platforms, and more to boost growth organically.
• Get practical tips for measuring success and iterating on your strategy for sustained growth and impact in the B2B tech space.

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