Pre-Summit Interactive Workshops
Tuesday, June 11, 2024
8:00 a.m.–11:00 a.m. PT
Brand Messaging, Content Creation, and Data-Informed Social Strategies
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
11:00 a.m.–12:00 p.m. PT
Lunch Break
12:00: p.m.–3:00 p.m. PT
Short-Form Video Content Creation for the Time-Strapped Marketer
Everyone says that video is gold in 2024, but how can your organization jump in without costing too much time or resources? With the right framework in place, your brand can capture the potential of viral social platforms like TikTok and Instagram Reels:
- Understanding the landscape of video content: Why it works and the common mistakes that brands make when creating videos for their marketing mix
- Bringing it to life on social: The ideal tech stack for video creation and how to build for each social platform while still utilizing trending audios and formats
- Producing content regularly and efficiently: How to maximize your content so it works harder for you and setting foundational trust with leadership so you can get content filmed, approved, and out the door while the trends are still hot
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
Live Virtual Conference Day 1
Wednesday, June 12, 2024
7:55 a.m.–8:00 a.m. PT
Welcome Remarks by Summit Emcee
8:00 a.m.–8:45 a.m. PT
Leveraging Social Listening Insights to Keep Your Content Relevant and Timely
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
8:45 a.m.–9:30 a.m. PT
Panel
"Brandformance": How Marketers Are Combining Brand and Performance Marketing on Social
Discover the intersection of emotive brand storytelling and performance-driven metrics in this panel discussion, "Brandformance: How Marketers Are Combining Brand and Performance Marketing on Social." Dive into the innovative strategies that bridge the gap between brand identity and measurable outcomes, propelling brands to new heights of success on social media platforms. Join industry experts as they unveil the secrets behind achieving "Brandformance" marketing, from the art of blending creativity with data to the transformative impact of influencer partnerships. Don't miss this opportunity to explore the dynamic landscape where brand authenticity meets performance-driven results.
Key Takeaways:
- Prioritizing brand identity and experience
- Leveraging social media data for creative targeted ad campaigns
- Harnessing the performance power of influencer marketing
- Defining essential KPI's for success and performance tracking
- Top platforms for performance marketing efforts
9:30 a.m.–9:45 a.m. PT
Break
9:45 a.m.–10:30 a.m. PT
Lessons from the Entertainment Industry that will Boost Your Brand's Presence on Social Media
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
Freelance Social Media Strategist
10:30 a.m.–11:15 a.m. PT
The Power of Authenticity: Building a UGC Culture at Papa Johns
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
11:15 a.m.–11:45 a.m. PT
Break
11:45 a.m.–12:30 p.m. PT
Unleashing the Power of AI in Social Media
- 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
12:30 p.m.–1:15 p.m. PT
Practical Guide to Creating Video Content People Actually Want to Watch
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
1:15 p.m.–1:30 p.m. PT
Break
1:30 p.m.–2:15 p.m. PT
Panel
Ask Us Anything: Strategies for Maximizing Productivity, Time Management, and Burnout Prevention
This panel of marketers is here to answer any and all of your questions. This session will be AMA-style, so come prepared with anything you want them to answer related to the topic of "Strategies for Maximizing Productivity, Time Management, and Burnout Prevention"!
2:15 p.m. PT
Day One Concludes
Live Virtual Conference Day 2
Thursday, June 13, 2024
8:10 a.m.–8:15 a.m. PT
Welcome Remarks by Summit Emcee
8:15 a.m.–9:00 a.m. PT
Case Study
Lessons from Coach Prime: Crafting a Community-Driven Social Campaign
- The Impact of a Content first approach
- Being Prepared and Seizing the ‘Viral’ Moment
- Leaning on Friends to Share the Message
9:00 a.m.–9:45 a.m. PT
Say Less but Say It All – 5 Ways to Dial Back the Noise To Make Way for Your Most Important Authentic Stories
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
9:45 a.m.–10:00 a.m. PT
Break
10:00 a.m.–10:45 a.m. PT
Panel
Build and Engage Your Brand Community on Social
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.
10:45 a.m.–11:30 a.m. PT
How Marketers Can Create Ads That Stand Out in Busy Feeds and Drive Real Growth
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
11:30 a.m.–12:00 p.m. PT
Break
12:00 p.m.–12:45 p.m. PT
Social Care Strategies: Leveraging Social Media for Customer Loyalty and Brand Protection
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.
12:45 p.m.–1:30 p.m. PT
Panel
Macro vs. Micro-influencers: Navigating the Best Fit for Your Campaign
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.
1:30 p.m. PT
Day Two Concludes
On-Demand Sessions
Elevating Your Social Media Strategy: Crafting Consistent, On-Brand Social Media Content
In today's business landscape, crafting engaging social media content is essential for success.
Forbes reports a record-breaking 4.9 billion global social media users in 2023, with projections indicating an increase to approximately 5.85 billion by 2027. The average person now engages with six to seven different platforms monthly, underlining the need for a multi-platform strategy.
So, how can you create compelling and effective content?
Explore 4 case studies encompassing paid and organic campaigns, delve into the daily and monthly duties of a Social Media Manager, and conduct a detailed analysis of key performance indicators (KPIs).
Remember, social media thrives on building relationships with your audience. Interact, seek feedback, and respond to comments and messages. By implementing these strategies, you can establish a social media presence that not only showcases your brand but also forges strong connections with your followers. With careful planning and dedication, you can produce high-performing social media content that distinguishes your brand, cultivates a devoted following, and sets you apart from competitors.
Key takeaways:
- Crafting engaging social media content is crucial in today's business landscape. With billions of global social media users, a multi-platform strategy is vital.
- Create effective content, study case studies, understand Social Media Manager responsibilities, analyze KPIs, and prioritize audience engagement.
- Build a strong social media presence that differentiates your brand, fosters relationships, and sets you apart from competitors.
How Your Brand Can Learn from Influencers
Dive deep into influencer marketing dynamics and unearth actionable insights for your brand's growth. This session offers an in-depth exploration of successful influencer stories, revealing the strategies behind their organic ascent.
Through practical case studies, participants will learn to leverage the marketing funnel to craft a content strategy tailored to your brand's goals. From brand audits to hands-on implementation, attendees will receive downloadable resources for seamless integration into their brand strategy.
Key Takeaways:
- Develop a robust framework for building a cutting-edge content strategy aligned with your brand's identity.
- Implement best practices for creating compelling content that drives conversions and fosters loyalty.
- Learn insider tips for crafting engaging content that resonates with today's consumers, maximizing impact and engagement.
Social Media Consultant and Content Creator