Paul currently heads up global social media for Citrix Systems, having come from a broad international communications background with roles supporting organizations such as Dell. In his current role, he leads the corporate social effort on a brand, executive and product level and is helping to shape social marketing campaigns from brand to demand. An avid tinkerer, he can be seen flitting between TikTok and Clubhouse after hours and Twitter, LinkedIn, and Reddit from 9-5 (or whenever…). Enjoys traveling, skiing, learning languages, and eating – not always in that order.

Paul Dobson’s Session

8:45 am–9:30 am PT — Thursday, June 10, 2021

Panel: Best Practices to Create Authentic Content With Influencers Using Multimedia

There are many moving parts when it comes to executing a successful influencer campaign across multimedia. Working out the right mix of content for your campaign, determining which influencers are the best fit for your program, and identifying clear goals of the campaign all lay the groundwork for success.

In this panel, you’ll hear from both B2B and B2C brands on what they’ve learned about what it means to create truly authentic content in the influencer space.

Discussion topics include:

The importance of a talent's connection with their audience versus the size of their following
The difference between "influencers" and creatives with a following
Ensure your partners are onboarded to your brand and your campaign: conducting a vetting process for brand fit
Crafting influencer-centric briefs: establishing goals & campaign measurement ahead of time
How to protect the influencer POV and creative approach
Involving influencers in campaign development for better partnerships
Creating content for long-form and emerging content types (YouTube, TikTok, Reels)