Lauren leads social listening & analytics within the Creators League, Pepsico's in-house content studio. In this role, she uses consumer conversations mined from social to help brands become more agile, timely, and culturally relevant, aiming to capture the attention of today's choosy social media user. Prior to Pepsico, she spent four years building out similar capabilities for Anheuser Busch; and got her start at GroupM. When she's not trying to keep up with the latest memes and Tik Tok challenges, Lauren enjoys hanging with her husband and dog, traveling, cooking, reading and listening to podcasts.

Lauren Powell’s Session

9:30 am–10:15 am PT — Wednesday, June 9, 2021

Panel: Using Social Listening as an Insights Machine to Inform your Content Strategy

Social listening is an incredible asset for brands - and it’s become even more important within the last year. It enables brands to watch for trends in social conversations, identify relevant stories, and quickly respond with existing content or quickly create new content to address them. This panel will dive into how you can use insights to create a responsive content engine, even beyond social media.

Topics include:

How to properly vet different social and web listening tools for the needs of your business
Leveraging social listening to be proactive rather than reactive
How the digital landscape has changed as a result of COVID-19 and why social listening is more important than ever
Ways social listening can help brands avoid appearing tone-deaf
Using social listening insights to create the content your customers are asking for
Differences between B2B and B2C social listening