This panel will discuss topics including:

• How to see opportunity in creative risks when posting and how it can help your brand find content that will resonate with its followers
• What to do when a piece of content gets negative feedback and how to learn from it
• Finding the right threshold for trying new ideas that still align with your brand
• The role of cancel culture in taking risks on social
• Defining guardrails for your brand to help avoid content missteps and position it for success
• Defining an approval process that still allows you to post timely content and try new things

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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:

• Prioritize "audience-first" content creation
• Bring new content ideas to the right people in leadership
• Create a process for communicating these ideas to leadership that is not "social savvy"
• Develop content brainstorming skills for ideas your audience needs and likes
• Continually evolve content based on the needs of your audience and your organization

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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:

• Adopt Conversions API across all social platforms. Lauren will share what this is and why you should implement CAPI for tracking purposes.
• How iOS 14.5 has changed the way social marketers target their desired audience.
• Ways to find the most accurate audience such as utilizing Facebook’s Event Matching Score.
• Where you should pivot your investments in the marketing funnel, due to these changes.

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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:

• Stay abreast of cultural moments
• Respond in a timely fashion
• Maximize your viral moment
• Maintain relevance on social trends

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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.

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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…

• How to use third-party content without infringing on intellectual property.
• What should go in your influencer contracts to limit liability.
• The legal framework for conducting sweepstakes in partnership with a brand.

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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:

• develop a greater understanding of the concepts of equity, justice, and cultural humility - and why they serve us better than "Smaller" ideas of diversity and inclusion
• cultivate confidence in applying principles of creativity to infusing their areas of influence with equity and justice
• find new resources for ensuring their work meets standards of equity and justice

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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:

• When and with what types of content you should encourage with user-generated content
• How to balance + empower user-generated content with maintaining your own brand identity & standards
• Other benefits of UGC beyond content creation
• Maintaining an ongoing relationship with your loyal community of brand followers
• How to translate UGC and community-driven content into compelling brand storytelling

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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:

• Exactly what you should, and should not, include in your ad's images and videos in order to stand out in today's cluttered feeds and hook your customers' attention
• Expert copywriting tips, tricks and hacks to incorporate to spark action from your audience
• Consumer psychology practices to incorporate that will trigger desired responses among your customers
• How to tap into customers' emotions to significantly improve your campaigns' success rates

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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:

• How to develop the right digital experience for your brand 
• Adopt an audience first test and learn mentality 
• Understand objectives and KPIs to measure success

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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.

• How to create vetting guidelines and benchmarks
• Understand what type of onboarding process will set your influencer partnerships up for success
• How to leverage influencer deliverables to meet company goals

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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.

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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:

• Find niche content creators on best-fit platforms that directly relate to challenges your audience is facing.
• Create compelling story arcs that make complex topics relatable and take your audience's mindset into consideration.
• Repurpose published content in an integrated marketing plan to maximize ROI.
• Look beyond vanity metrics and identify which engagements and KPIs are most important for measuring success.

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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:

• Walk away with the knowledge of how to set up a program for success from scratch 
• Learn how to adapt your campaigns and program from a zero-dollar influencer budget up to millions. 
• Learn of some of the pitfalls and mistakes most commonly made with beginning an influencer marketing program for lower-funnel marketing

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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:

• How to create your influencer test and learn strategy
• How to find the right audience-first influencer mix
• How to source and deploy a diversified mix of assets
• How to structure your reporting to find actionable insights for future strategy modification

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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:

• What to consider when developing a program proposal
• Tips for getting the most out of creator partnerships
• KPIs to consider in measuring ROI for your company and your creators
• Tactics to use to streamline your influencer program

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