Tuesday, June 7, 2022
Thank you to our title sponsor:
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:15 a.m.–9:00 a.m. Pacific Time
Learning to Take Creative Risks to Find Success on Social
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This panel will discuss topics including:
9:00 a.m.–9:15 a.m. Pacific Time
Talk the 'Tok: Best Practices For Your Brand's TikTok Strategy
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9:15 a.m.–9:30 a.m. Pacific Time
Break
9:30 a.m. - 10:15 a.m. Pacific Time
Creating Content For Your Audience: A Mayo Clinic Diet Case Study
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This session will speak to the process of creating audience-targeted content. Stephanie will share her experience creating research/science-based content for a global organization - where audiences rely on accurate, timely, and relevant content to support them on their weight-loss journeys. She'll share the impact this type of content has had on the Mayo Clinic Diet brand and how it's allowed them to better connect with their customers.
Through case study examples, templates, and frameworks, attendees will learn how to:
10:15 a.m. - 11:00 a.m. Pacific Time
iOS 14.5 was the notable update made in mid-2021 that prompts iPhone/iPad users to opt out of tracking in apps that share data with third parties. In response to Apple’s App Tracking Transparency (ATT) update, Facebook was forced to purge data from opted-out users as well as update conversions into a 7-day click attribution window that would be delayed up to 3 days. As more users opted out of tracking, audience pools shrank and delivery costs (CPMs) increased. In this session, Lauren will share her experience and expertise on strategic ways to combat the inevitable changes in the social space.
Focus Points:
11:00 p.m.–11:30 p.m. Pacific Time
Break
11:30 a.m.–11:45 a.m. Pacific Time
Social Advertising: It’s Time to Take it Personally!
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Social personalization has gone from wish list to mandate when it comes to how brands plan ad campaigns. But how does personalization work across different social platforms? How can you build it into existing creative workflows? What impact does it have on performance? Learn about the major challenges and opportunities for social personalization and get concrete tips for improving your program.
Takeaways:
11:45 a.m.–12:30 p.m. Pacific Time
Rapid Response Social: How to Leverage Cultural Moments for Brand Awareness
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Want to include your brand in today’s trending topics? Consider a social rapid response strategy. Rapid response involves social listening, quick thinking, clever content copy and precise timing. The benefits of a successful rapid response opportunity could skyrocket your brand’s social impressions and land substantial earned media. During this session, you will receive tips and tricks on how to:
12:30 p.m.–1:00 p.m. Pacific Time
Into the Metaverse — A Modern Marketer's Guide to Trends in Gaming, AR/VR and NFTs
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Facebook's rebrand to Meta, a Metaverse company, has left most of us wondering what exactly is the Metaverse and how does it affect those working and creating inside marketing and advertising.
Joe Cox, the Pop-Marketer will take you on a guided tour of the Metaverse, beyond the hype, exploring the technologies & trends behind this new vision of the internet and what you can do now to make sure your career is optimized for pioneering this rich space that some call the creator economy.
We'll learn why gaming is the new social media, how virtual influencers are taking over the streams and what in the actual hell an NFT is, and why it matters way more beyond $1 million dollar jpegs.
1:00 p.m.–1:15 p.m. Pacific Time
Break
1:15 p.m.–1:45 p.m. Pacific Time
How to Build Compliant Social Campaigns, Influencer Agreements, and More
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Companies that take risks and push boundaries are the ones that get their messages heard. But, it’s all too often that eye-catching social media content fails to navigate costly legal pitfalls. Until now. Learn the tactics on how to create content that avoids legal scrutiny, develop agreements to help manage influencer obligations and deploy sweepstakes that reinforce consumer satisfaction.
Attend this session and walk away with all this, and more…
1:45 p.m.–2:15 p.m. Pacific Time
A Design Thinking and Creativity Framework to Promote Justice & Equity at Your Company
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Most conversations we have about diversity, social justice, and inclusion work surround the adoption of best practices and replication of strategies that have worked elsewhere. But little is discussed at the outset about how these strategies fit our employees and audiences, and what adaptations will be needed for our game plans to feel “at home” at our organizations.
Using the design thinking model and a creativity framework developed by Amma, participants will have a greater understanding of what institutional knowledge, creative thinking, and a commitment to exploration can do to promote justice and equity both internally and externally at our companies - and will get to test these strategies out with real issues within their organization.
By the end of the session, participants will:
2:00 p.m. Pacific Time
Day 1 Concludes
Wednesday, June 8, 2022
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:15 a.m.–9:00 a.m. Pacific Time
How to Track and Report ROI to Reflect Social's Business Impact
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9:00 a.m.–9:15 a.m. Pacific Time
Reaching Your Audience With Short, Engaging Videos
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9:15 a.m.–9:30 a.m. Pacific Time
Break
9:30 a.m.–10:15 a.m. Pacific Time
The Role of Community & UGC in Authentic Brand Storytelling
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The role of community building and user-generated content has never been more important in facilitating an authentic brand experience. This panel will explore how each of these brands has tapped into their community of brand advocates
Topics include:
10:15 a.m.–11:00 a.m. Pacific Time
Finding Actionable Insights: What Consumer Conversations Really Tell Us
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Consumers today go into shopping with a deep market understanding. Brands that aren’t matching this with their own consumer and market understanding face unnecessary peril! Particularly as consumers buy with their hearts more often than not these days, with 71% of consumers preferring to purchase from brands aligned with their values. So, staying ahead of whatever shiny object has captured their attention is crucial.
In this session, join experts from Chemistry, MMGY, and NetBase Quid as they discuss best practices for gaining a solid understanding of your audience and the category utilizing consumer and market data. Using examples from the travel and hospitality industry, you’ll hear how using social listening to identify key recovery indicators has produced spectacular results for these heavily impacted businesses during the pandemic. You’ll walk away with the knowledge of how to move from assumptions and perceived audiences to build fundamental understanding, grounded data-driven confidence that is based on real people and their habits.
11:00 a.m.–11:30 p.m. Pacific Time
Break
11:30 a.m.–11:45 p.m. Pacific Time
How to Empower Your Employees to Become Your Best Advocates
11:45 a.m.–12:30 p.m. Pacific Time
Prioritizing Initiatives and Burnout Prevention for Social Media Managers
12:30 p.m.–12:45 p.m. Pacific Time
Break
12:45 p.m.–1:30 p.m. Pacific Time
Today's consumer is bombarded with ads on social media (to say the least). So how do you break through the noise and get your ads to perform in such a crowded market?
In this highly engaging and immersive session, James will dissect actual social media ads from companies in real time, revealing all-too-common mistakes advertisers make and showing you exactly how you can avoid them to make your campaigns more successful.
In doing so, he'll teach you the dos and don'ts of social media advertising and provide practical, real-world tips on how you can instantly create more successful ads that will grow your business.
After this session, you'll learn:
1:30 p.m. Pacific Time
Day 2 Concludes
Thursday, June 9, 2022
Thank you to our title sponsor:
8:30 a.m.–8:45 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 a.m. Pacific Time
How to Integrate Shoppable Content In Your Influencer Marketing Campaigns
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This session explores how brand marketers can develop integrated 360-digital campaigns with shoppable content and experiences at the center of GTM strategy. We will dive deeper into the creator economy, and how to leverage trends and social commerce tactics to create both influencer and brand campaign creative for evergreen and launch specific moments.
Takeaways:
9:30 a.m.–9:45 a.m. Pacific Time
Why Organic Influencers are the Future of Influencer Marketing
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The influencer marketing industry is now shifting towards the people who are most authentic, trusted and influential to consumers: organic influencers — the real people who are genuine brand advocates and passionate content creators.
In this session, Damien Mahoney, Co-founder at Stackla, explores how, by redefining influencer programs to focus on organic advocates, brands can not only better reach and influence their target audiences but also strengthen consumer trust, scale authentic content experiences and create deeper, long-term relationships with their customers.
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 a.m.–10:45 a.m. Pacific Time
Setting Up Your Campaign For Success: Ferguson's Influencer Vetting + Onboarding Process
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When you think about the industries that are utilizing social media influencers, the wholesale industry may not be the first one that comes to mind. This session will cover how Ferguson Enterprises, the largest U.S. distributor of plumbing supplies, PVF, waterworks, and fire and fabrication products, has grown its influencer program from informal one-off relationships to a robust program that has become an integral part of its marketing efforts.
Over the last 3 years, Ferguson’s team has cultivated a community of passionate, talented influencers through intensive vetting and onboarding. In turn, the team has been able to showcase to leadership the value that these partnerships bring to its overall company goals.
10:45 a.m.–11:30 a.m. Pacific Time
Integrating Influencer Marketing into a Larger Marketing Mix
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:15 p.m. Pacific Time
12:15 p.m.–1:00 p.m. Pacific Time
This session explores current research concerning influencer effectiveness. It will cover two ongoing streams of academic research that the presenter is currently conducting. In the first stream of research, he examines how the language choices influencers choose to use (e.g., pronouns or emotional words) can slow the rate of attrition of an influencers follower-base. In a second stream of research, he explains why this occurs and how this generalizes beyond language to include characteristics of influencer promotions that can impact influencer engagement (e.g., likes, clicks, shares) and product purchase intentions. He’ll explain how influencers can cultivate a parasocial relationship with their followers, leading to lower attrition, and ultimately, higher engagement.
Managers can use this information to offer guidance in their influencer campaigns to enhance the effectiveness of their campaigns. Specifically, they will learn of some of the language choices they can ask influencers to use, as well as characteristics of the images that they should make sure to include or exclude in order to capture consumers’ attention and increase their engagement with the content.
1:00 p.m.–1:45 p.m. Pacific Time
How to Leverage Influencers in B2B Marketing and Secure New Leads Within Weeks
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According to the Content Marketing Institute, only 24% of B2B brands use influencer marketing. Translation: influencers are an untapped tactic with unlimited potential to reach business prospects.
Nationwide Insurance is known to innovate within the digital marketing space across its many business units. In this presentation, Kristi Daraban, associate vice president of social media at Nationwide, will share insights into how complex industries can execute successful influencer campaigns with Megumi Robinson, vice president of services for Belle Communication, Nationwide’s influencer agency partner.
Daraban and Robinson will share key takeaways that are applicable to both B2B and B2C brands by presenting a brand case study that tapped micro-influencers and resulted in leads.
Attendees of the presentation will learn how to:
1:45 p.m. Pacific Time
Day 3 Concludes
Friday, June 10, 2022
8:30 a.m.–8:45 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 a.m. Pacific Time
Creating Influencer Marketing Programs To Yield High Growth At Any Budget
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Influencer marketing programs and campaigns have changed over the past few years from being brand awareness drivers to high growth drivers in businesses. Finding the right metrics to track as well as how to track the success of a program can be a challenge for large and small companies alike. The same principles for creating a high-yielding conversion program can be applied to any size company and any size team. In this talk you'll:
9:30 a.m.–9:45 a.m. Pacific Time
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 a.m.–10:45 a.m. Pacific Time
Building an Audience-First, Test and Learn Paid Influencer Strategy
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Do you have a test and learn paid influencer strategy or are you employing a one-size-fits-all approach? Many companies assume their consumers consist of a single demographic and psychographic profile directly related to their product, but that couldn’t be farther from the truth. Humans have a diverse range of interests and have that appeal to them. What if you could learn how to create a sustainable step-by-step approach to learn what kinds of influencers resonate with your brands’ various consumer groups, understand what assets and ad formats work best, and have the ability to report actionable findings to senior leadership?
After this session you’ll have these takeaways:
10:45 a.m.–11:30 a.m. Pacific Time
Cause Marketing + Influencer Campaigns
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:15 p.m. Pacific Time
12:15 p.m.–1:00 p.m. Pacific Time
Measuring ROI When Working with B2B Creators
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We’ve seen influencer marketing continue to trend upward in the B2C space. But in the B2B brands the most impactful creators aren’t full time influencers – they’re the customers who use your product or service to enable their business’s success. So how do you go about putting together a plan that’s mutually beneficial? The best proposal for a new influencer marketing plan is one that considers the return on investment for your brand as well as for your influencers – because their business’s success is your success.
Key Takeaways:
1:00 p.m.–1:45 p.m. Pacific Time
How to Authentically Market to Gen Z
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1:45 p.m. Pacific Time
Day 4 Concludes
How Cross Business Unit Campaigns Can Improve Your Omnichannel Customer Journey
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Omnichannel marketing strategy was a technique used by Ferguson Enterprises to provide an integrated experience across owned and earned media. To create an omnichannel customer journey we implemented a cross-channel marketing strategy with all hands-on deck. Throughout this presentation you will learn how to be successful by launching and executing a campaign across multiple channels. By doing this, you are marrying the integrated channels together and ensuring that your brand always remains top of mind.
How do we do this? We use mediums and platforms that complement each other. Think of relationships between LinkedIn and Facebook married with an email to unify your data and provide analytics internally, as well as externally. After attending this session, attendees will be able to dive deeper into cross-channel marketing campaigns, how they link to one another, and how to create that integrated experience all users seek to find.
Both Sides Of It: 10 Insights from Being an Influencer While Running an Influencer Agency
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Lucia Aguilar went from doing influencer marketing for a brand to starting her own agency and then becoming an influencer herself.
After just 3 years, her agency now has over 50 employees, and her influencer community has over 90k people. How did she do it?
In her talk, she'll share:
The Dark Funnel, Data Disruptions and the Future of Social Media
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Today’s marketers are experiencing gaps in the reporting of their customer’s buying journey - aka ‘The Dark Funnel’ - which makes understanding the best ways to market to shoppers a constant challenge. Ongoing data privacy limitations add to the complex problems marketers face.
Kristen Wiley, Founder/CEO of Statusphere - a technology platform that scales micro-influencer marketing - will break down how calculating marketing attribution has changed and share best practices for brands looking to grow in the community commerce space. She’ll discuss how marketers can develop a consistent stream of UGC to support brand awareness goals, build audience trust and create customers through conversations.
Attendees will learn:
The Art of Crisis Situation Preparation and Response
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The digital/social age has revolutionized the way we generate, distribute and consume news. During a crisis situation, fear feeds the fire – and in today’s interconnected world, a seemingly benign situation can rapidly spiral out of control, leading to thousands of lost or alienated consumers, millions (or more) in economic damages and significant negative media attention. In order to minimize the risk of such a situation impacting, it is imperative that organizations develop a proactive, data-informed strategy, rather than being reactive.
Sam’s presentation will provide companies with tried-and-true plans of action to take control of the conversation across social, digital, and traditional platforms, as well as actionable strategies to determine when, where, and how to respond to potential crisis situations. Sam will conclude by analyzing two different crisis situations using the strategies outlined in the presentation.
SESSION TAKEAWAYS: