Agenda at a Glance

In this online workshop, Amy Singleton will guide corporate social media managers through a comprehensive journey, from crafting a compelling brand narrative to mastering the art of efficient content creation and harnessing the power of data analytics. The session kicks off with the StoryBrand Framework, offering a deep dive into creating clear, engaging messages that resonate with audiences across social platforms. Amy will then shift focus to practical strategies for bulk content creation and planning, emphasizing the importance of a cohesive content calendar to balance quality with quantity, ensuring your social media presence is both vibrant and strategically aligned.

The workshop culminates with a critical exploration of social media data analytics, where Amy demystifies key metrics and their impact on campaign success. Through hands-on activities, participants will engage in real-world scenarios, analyzing data to refine content strategies and optimize posting schedules for maximum engagement.

Key takeaways include:

• Mastering the StoryBrand Framework to clarify your brand's message on social media.
• Techniques for efficient bulk content creation and scheduling to maintain a consistent online presence.
• Strategies for developing a cohesive content calendar that aligns with your brand's goals.
• Understanding and leveraging key social media metrics to inform strategic decisions.
• Practical experience in data analysis to enhance your brand's social media strategy and ROI.

Agenda and Activities

Module 1: Clarifying Your Message with the StoryBrand Framework (30-Minutes)

• Introduction to the StoryBrand Framework
• Crafting a Clear and Compelling Message for Your Brand
• Applying StoryBrand Principles to Social Media Content
• Examples and Case Studies
• Breakout Activity (15 minutes)
  • Activity: Participants refine their brand's message using the StoryBrand template.
  • Objective: Develop a clear, concise brand message for social media.

15-Minute Break

Module 2: Efficient Content Creation and Planning for Social Media (30-Minutes)

• Strategies for Bulk Content Creation: Maximizing Efficiency
• Tools for Planning and Scheduling
• Creating a Cohesive Content Calendar
• Balancing Quality and Quantity in Content Production
• Breakout Activity (15 minutes)
  • Activity: Create a content calendar for a month, incorporating bulk creation techniques.
  • Objective: Practice planning and scheduling content efficiently.

15-Minute Break

Session 3: Social Media Data Analytics (30 minutes)

A crucial part of optimizing social media strategy: DATA.

• Understanding Key Metrics
  • Review the significance of metrics like engagement rate, reach, and click-through rate.
  • Discuss their relation to campaign success.
• Tools and Platforms
  • Introduction of popular analytics tools (Google Analytics, social media insights).
  • Review how to access and interpret data.
• Data-Driven Decision-Making
  • Discuss using data to refine content strategy and posting times.
  • Share tips on A/B testing and measuring ROI.
• Breakout Activity (15 minutes)
  • Attendees will split into breakout rooms. Each group will be assigned a set of social media data that they will analyze & suggest changes to improve that brand’s social media strategy. 
  • Discussion will follow

Remaining time will be used for open Q&A

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Agenda and Activities

Chapter 1: Why video has become important

• Static social vs engaging video
• Current media landscape involving TikTok brain, watch times, ad fatigue
• What types of videos resonate with which audiences
• Mistakes often made and how to prevent them

20 minutes - Education
10 minutes - Breakout session
15 minutes - Q&A with larger group
15 minutes - Break

Chapter 2: How videos come to life on social

• Different formats for each platform
• Optimizations for each platform (post copy, on screens, trending audios)
• How to source audio
• The ideal (free) tech stack for short-form video creation

20 minutes - Education
10 minutes - Breakout session
15 minutes - Q&A with larger group
15 minutes - Break

Chapter 3: How to produce effectively

• Creating efficient approval processes with leadership and your team
• Doing more with less budget and resources
• How to scale creativity without increasing budget needs
• How to measure success

20 minutes - Education
10 minutes - Breakout session
30 minutes - Q&A with larger group
5 minutes - Closing Remarks

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In 2024, the days of a well-planned content calendar are behind us in favor of addressing an accelerating whirlpool of so-called social trends. Every social manager’s job now becomes trying to grab the shining pearl of virality out of the whirlpool before getting sucked into the abyss. Which begs the question: where do I even start? How do I funnel the endless stream of social chatter into meaningful insights? How should I action on the insights in a way that my audience will appreciate? And how do I do it quickly, before their attention moves onto something else? In this session, we’ll dive into how to be a student of the customer, how to set up your social listening methodology, and how to create a content strategy that works for your brand.

Key Takeaways: 

• Effective social listening strategies
• Best practices for transforming insights into content
• Tips for gaining cross-functional buy-in

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You might not think promoting your brand on social media has much in common with promoting the latest superhero TV show, but you'd be surprised. Three years ago, J.S. Stansel left his job as a university social media manager to be a freelancer in the entertainment industry, working on social media for TV series, films, and comic books. In that time, he found the techniques studios were using to promote their properties could also be used for brands of all sorts to help them better reach their audiences and understand their needs. In this presentation, we'll discuss how the same social media strategies that the entertainment industry uses to promote movies and television shows can be applied to your brand; from social listening to discover what fans want, to finding and engaging with influencers, and everything in between.

Key takeaways:

• Leverage social listening to find key insights into how your audience perceives your brand
• Engage and grow communities around your brand
• Turn passive audiences into engaged followers

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This session will share the strategy, tactics and processes behind Papa Johns’ restaurant team member brand ambassador program. This ambassador program, which started in early 2023, provides a paid opportunity to Papa Johns pizza makers and delivery drivers across the United States to create content on behalf of the national brand. The session will review the processes used to create and maintain this program from legalities to content curation. 

Talking points: 

• Review the strategy behind Papa Johns product launch campaigns
• Understand the process for leveraging Papa Johns store team members as UGC creators
• Learn how to provide credibility and authenticity in new campaigns
• Explore tactics on fostering and championing community among new, young digital audiences

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• The AI tools you need (and how to choose new ones when they appear)
• How to structure your workflow to integrate AI
• What you need to write in your prompts to get better outcomes
• Bonus resource: Prompts you can plug and play- for strategy, audience research, and more

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During this session you’ll learn what makes Morning Brew’s great video content possible in every phase of the process: scripting, filming, acting, editing, and approval. Even just getting the basics right in each of these categories will set your content apart in this crowded space.

The session will focus on giving actionable advice, with examples of how and why it will work for your social video content.

Key Takeaways:

• Script writing techniques that set you up for success
• Film best practices, even solo with minimal equipment
• The secret to winning an Oscar in a TikTok
• Editing is important but don’t completely rely on it
• Cultivate an approval process that doesn’t kill creativity

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Do you ever get dizzy looking at your social content calendar? If so, you’re not alone. I find the Dave Matthews Band lyrics, “so much to say, so much to say, so much to say” playing on repeat in my mind as I parse through our plethora of content, we aim to publish to socials each month. At any given moment in most organizations, there could be hundreds of pieces of content fit for your social pages, and it is on us social media marketers to make sense of it all and publish to social in the most meaningful and authentic way. No pressure.

In this session I’ll outline some of the tactics you can put right into practice to help you hit pause on the unnecessary high volume of noise that our channels can inevitably gush out and by doing so, we can create some much-needed breathing room for important brand story telling.

We’ll dive into the below five tactics and along with real world success stories of putting them into practice.

1. Defining your content frequency
2. Calling for quality content
3. Analyzing focus by platform
4. Planning placement by platform
5. Telling your story creatively

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Join us for an insightful panel discussion exploring unconventional approaches to community management in the digital age. Drawing inspiration from the unique strategies of various brands, we'll delve into the power of embracing criticism and controversy to drive audience engagement. Discover the nuances between merely accumulating followers and fostering a genuine community, and learn how brands can effectively bridge the gap between online and real-world interactions. Gain valuable insights into best practices for cultivating meaningful engagement on social media platforms, and explore hot takes on brands that have excelled in connecting with their online communities. Finally, we'll discuss long-term key performance indicators (KPIs) and goals for community building, offering practical advice on determining and measuring success in this dynamic landscape. 

Key takeaways include:

• Embracing constructive criticism and controversy as catalysts for engagement.
• Understanding the distinction between followers and a genuine community.
• Strategies for integrating online interactions with offline experiences.
• Practical tips for fostering meaningful engagement and connection on social media platforms.

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In today's digital landscape, social media platforms serve as more than just channels for engagement—they are invaluable sources of insight into customer behavior, preferences, and sentiments. As a Global Program Manager in Social Care, I've developed a comprehensive approach to leveraging social media for enhancing customer brand loyalty while safeguarding brand reputation.

Key Takeaways:

• Engagement: Learn how engagement across social media channels fosters trust, appreciation, and ultimately, brand loyalty among customers.
• Monitoring and Analysis: Discover the importance of employing advanced social media monitoring tools to track brand mentions, sentiment trends, and emerging issues in real-time for swift risk mitigation.
• Trend Identification: Explore how analyzing social media data enables the identification of emerging trends, preferences, and behaviors. By staying abreast of evolving consumer preferences, we can communicate positive and negative trends to our stakeholders allowing them respond, as necessary.
• Risk Mitigation: Understand the critical role of cross-functional collaboration in developing strategies for mitigating potential risks identified through social media monitoring, ensuring the protection of the brand's reputation.
• Data-Driven Insights: Learn how leveraging data-driven insights from social media analytics informs strategic decision-making across the organization, driving customer-centric initiatives and enhancing brand loyalty.

Conclusion:

By integrating social care into the broader brand strategy, organizations can effectively address customer inquiries and concerns while leveraging social media as a powerful tool for building lasting relationships, identifying risks, and staying ahead of market trends. Through proactive engagement, meticulous monitoring, and strategic analysis, brands can ensure resilience, relevance, and continued customer loyalty in an ever-evolving digital landscape.

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This panel discussion will address the nuanced dynamics between macro and micro-influencers, uncovering the optimal fit for your campaign objectives. Experts will dissect the distinct advantages and considerations associated with each influencer tier, offering invaluable insights to guide your strategic decisions. Whether you're aiming for broader reach or targeted engagement, this panel will equip you with the knowledge to navigate the influencer landscape effectively and elevate your campaign success.

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