Agenda at a Glance

The NFL is on a mission to be the most youth-focused, community-driven sports league across the globe. As viewing and engagement habits continue to evolve, the NFL is strategically meeting GenZ fans on their terms through its “helmets off” player storytelling, partnerships with talent and creators, and the development of innovative experiences within the metaverse.  

This keynote will unpack the most significant changes in consumer behavior and technology that’ll impact how your company engages in today’s ever-evolving social media landscape, and how the NFL has adapted its social strategy in light of these changes. Attendees will leave with a deeper perspective on what your social media plan should consider and include, featuring examples from the NFL's GenZ strategy. 

(Read Less)

Learning, transportation, locks, insurance, mattresses, sales software. Are you bored yet? While brands like Taco Bell, AirBNB and Doritos offer endless opportunities in social, what about categories that are naturally less ‘fun’? In this session, we’ll look at how any brand - regardless of the category – can embrace social media and build consumer engagement and conversation.

You’ll learn: 

• Three keys to breaking through social to build engaging experiences.
• How to think about evaluating platforms to understand the role they should or shouldn’t play for your brand.
• Real-life ways brands such as Salesforce, DuoLingo, Windermere Real Estate and Transportation Boards as well as brands in between have delivered high engagement despite their low-interest categories.  

(Read Less)

This panel will share strategies for social media managers charged with consistently putting out timely and original content. Topics include:

• Running effective brainstorming sessions for social media campaigns, including reviewing data and performance on previous posts
• Providing effective content feedback for third-party creators
• Creating the mental space to induce creative thinking
• Creating content with very few resources
• Leveraging competitive analysis and social listening to see what your audience is interacting with
• Using KPIs and goals as a guide for what you want to achieve with your posts

(Read Less)

The award-winning “Teach Me How to Gummy” TikTok influencer campaign featured influencers aged 50+ dancing to a custom remixed track as a spoof on the well-known and popular song “Teach Me How to Dougie.” Alfonso Ribiero, a world-class actor, dancer, and TikTok aficionado, led the charge with his video alone, amassing 30.6 million views, making this challenge go viral on TikTok. Hear from Denise Vitola and Keith Bendes how this campaign came to life, the insights that informed the strategy, and the high-impact results.

Takeaways include:

• Always start with a core insight. Creative that connects to an insight typically delivers strong results.
• Be true to the social platform you are creating content for. Every platform has nuances; the more the content is built for that audience, the better. 
• Combine mega and micro-influencers to spark a movement. Mega influencers spark the fire, and micro-influencers fan the flames.
• Music can be your best friend. The more ownable the track, the more value it will have for the brand. Social music is the new sonic branding. 

(Read Less)

In this session, we'll talk about using data to improve your influencer marketing. We'll cover how you can find influencers that are a perfect fit for your brand and how to see if they're making a real difference.

Learn how social media analytics tools can help you achieve your goals, and we'll share some of the latest facts and figures about influencer marketing and TikTok consumption. 

Whether you're a social media manager or a digital marketing professional, you'll leave with some fresh ideas on how to get more from your influencer marketing.

(Read Less)

Often times we look at traditional data which tells us when to post or what content is performing best, so we know what to continue posting. Other times, we need immediate results but aren’t sure how to quantify them. Sometimes the hardest thing for communicators to communicate about is qualitative ROI relative to social media. But there are ways to quantify the number of DMs received and response time. There are also ways to post content to get immediate responses, such as polls or posts with question captions. In doing that, we can prove short-term metrics that speak to long-term goals.

(Read Less)

Companies are undergoing digital transformation, all while driving eCommerce growth and trying to educate and engage their customers and prospects regularly. And at the core of this digital expansion is social media. 

This session will walk through how social media teams can drive actionable business value/outcomes through a target audience-focused social media strategy that highlights how interacting with different segments of your audience can improve quality and quantity together. The tactics we'll discuss are transferable to social media teams at small, mid-sized, and enterprise-level organizations.

• Understand the importance of developing and learning your social media-based community, followers, and their likes/needs/pain points. 
• Educate and engage your target audience on the digital journey for business impact.
• Analyze real-time social media data to identify success/growth opportunities and demonstrate value to leadership & colleagues.

(Read Less)

In 2021, Delta Air Lines launched its first brand owned and run Facebook Group during the pandemic as a way for people to reconnect to the world by connecting with each other. Now, the SkyMiles Life Facebook Group is a thriving engagement platform with over 25K members driving 110K engagements monthly, fueling love, loyalty, and travel. In this session, you’ll learn how we did it and, more importantly, why we did it.

This is a case for why brands should make long-term investments in their customer communities and how Facebook Groups could be the best platform for it.

Session takeaways include:

• Best practices for starting and running a brand-owned Facebook Group
• Building trust and cultivating advocates
• Leveraging brand communities to create brand value

(Read Less)

(Read Less)

Learn how one cosmetic brand created an American-centric skincare community on Instagram and went from zero to 300, 000 followers by listening, creating partnerships, DEI and curating passionate influencers content. Without spending one penny on advertising.

(Read Less)

Gone are the days of employees being condemned if they publicly utter a word about the company. Our employees are our greatest brand advocates and, in many ways, positioned as trust-worthy experts to our customers. We knew that in today’s world, our employees needed a social media “permission slip” as an encouragement to engage with the brand on social media. Once that door was propped open for our employees to get involved with the brand on social media, we began building employee spotlights into every strategic opportunity to let the voices of our very own employees carry out the brand messaging.

In this session, you’ll learn how to take your content to the next level by empowering your employees and brand advocates to engage your social audience and position themselves as trusted advisors. You’ll see proven examples of how Rockwell Automation ditched the technical “talking head” videos and set sights on engaging thought-leadership spotlights from ROK star employee experts.

Get the inside scoop on how Rockwell Automation garnered over 1 million video views featuring authentic company nano-influencers sharing important company messaging during a recent campaign. This session will include simple tips to groom your ideal internal thought-leaders to elevate their social media presence with produced stories and livestream videos.

• Key takeaways from this session include:
• Tips for authentic video
• Empowering and developing internal advocates
• Proven livestream video best practices
• Diversifying story strategies with global spotlight videos.

(Read Less)

There are 4.9 billion users spending an average of about 2.5 hours a day on social media. 1 in 3 of those consumers use social media to discover new brands and products. And 86 percent of those who follow a brand on social will choose that brand over a competitor. It’s no wonder why legacy brands are leveraging social media more than ever to modernize their brand DNA and attract consumers.

In this session, you’ll learn how one agricultural co-op and consumer packaged goods icon, Ocean Spray Cranberries, is doing just that. With a sneak peek behind their evolution over the past few years, you’ll see how the organization has intentionally evolved its social strategy to grow and retain their following by letting consumers lead the way. Highlighting a catapulting viral moment on TikTok, you’ll discover the power of understanding and embracing your audience – with key insights and tips that you can apply to your own social growth strategies.

You’ll Learn:

• Why having an organic social media presence is crucial to a brand’s long-term success
• How to create a flexible framework to best guide your social content strategy catered to your audience and goals
• Best practices for creating engaging content to captivate and convert your audience to long-term advocates

(Read Less)