Agenda at a Glance

As data becomes increasingly central to every marketing decision, today’s marketers are expected not only to interpret the numbers but also to translate them into strategic impact. This panel dives into the evolving role of the data-driven marketer in 2025 - from separating signal from noise in a world of “vanity metrics,” to proving ROI and communicating value across the organization. Panelists will explore how experimentation drives smarter strategies, how to leverage media and marketing attribution models (including the role of MMMs), and how data can power brand-building as effectively as it drives performance. Learn how top marketers are balancing long-term insights with real-time results - and using data not just to defend past decisions, but to shape what’s next.

Key Takeaways:

• Identify which metrics matter most based on your organization’s goals and industry context
• Apply experimentation frameworks to drive continuous optimization and smarter strategy
• Communicate marketing performance effectively to supervisors, executives, and stakeholders
• Transform marketing missteps into growth opportunities using data-driven insights
• Balance MMMs, real-time analytics, and last-click attribution to improve decision-making

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One of the largest shifts in the marketing industry over the past decade has been brand willingness for partnerships. While brands once avoided diluting their brand in favor of maintaining full control over a strong, independent presence, in 2025, that couldn’t be farther from the culture. With 71% of consumers now reporting delight for cobranded partnerships and the new product options they bring (PR Newswire) and some research suggesting brand collaborations can increase brand visibility as much as 30% (Tapfiliate), brands of all sizes should seek opportunities to partner with complementary brands and infuse pop culture where possible to drive increased brand equity. We’ll discuss what makes a good partnership opportunity, why the marketing is just as important as the meat of the collab, and best practices for brand partnerships at every step of the way.

Key Takeaways:

• Best-in-class brand collaboration case studies 
• Tips for end-to-end brand partnership creation
• Best practices for reporting value added

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In a world of endless swiping and scrolling, capturing attention is harder than ever. This session will equip you with the tools and strategies to create high-performing paid social campaigns that target qualified users and maximize click-through rates (CTR). From crafting thumb-stopping creative and engaging storytelling to building campaigns that deliver measurable results, we’ll show you how to stand out in crowded social feeds.

You’ll learn actionable insights to help your brand strategize and create ads that inspire clicks, engagements, and conversions. Plus, discover how to use storytelling, audience targeting, and creative formats to transform your campaigns into must-click content.

Key Takeaways:

• Proven strategies for crafting high-CTR ads tailored to your target audience.
• How to create compelling stories that drive user engagement.
• The role of data-driven decisions in optimizing paid social campaigns.
• Actionable steps to build a clickable, scroll-stopping ad campaign.

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Over the last decade, social media has forced brands to innovate their brand presence as new platforms rise in prominence and trends become cultural currency. Yet deciding which platform or trend is right for your brand can be difficult, especially if stakeholders aren’t active on platforms and approvals take longer than a trend’s lifecycle. In this session, we’ll discuss what it means to be an advocate for smart social strategy in 2025, and what it takes to successfully communicate an innovative vision for your social accounts. 

Key takeaways:

• Identify trends that are right for you and your brand.
• Communicate a strategic and creative vision for your social accounts that senior management can embrace.
• Build long-term partnerships within your organization to encourage greater collaboration.

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This session illustrates how streamlined processes and "Swiss army knife" team members can significantly enhance content development with fewer resources. Viewers will learn how small, versatile teams can produce quality content effectively, particularly through implementing AI tools — and how those tools can aid teams in tailoring content for various platforms. 

Key takeaways:

• How to incorporate tools such as ChatGPT and Descript into your workflow — while maintaining the necessary human oversight.
• How to create bottom-of-the-full content at scale, centered around answer engine optimization (AEO). 
• How batching can still result in creative, useful content.

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In today’s attention economy, brands must do more than show up—they must earn their place in the conversation. This panel explores how organizations, from global health institutions to leading financial brands, are tapping into fanbase culture and influencer communities to create social impact. Panelists from Edelman, WHO, and Lenovo will share how they’re embracing co-creation, emotional storytelling, and influencer collaboration to navigate today’s fast-changing media landscape - particularly in the face of growing misinformation. Discover how strategic partnerships and authentic engagement are redefining what it means to lead with influence and build trust online.

Key Takeaways:

• Discover how to build authentic, emotion-driven campaigns that empower fan communities to participate and advocate.
• Explore practical frameworks for identifying and partnering with influencers who align with your brand voice and values.
• Learn how WHO effectively partners with medical and non-medical influencers (with limited resources) to spread credible health information.
• Walk away with co-creation strategies that balance brand guidelines with decentralized content to maximize authenticity and impact.
• Understand how influencer storytelling can be a powerful tool to combat misinformation and increase public trust.

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In a constantly evolving social media landscape, brands must go beyond the usual platforms to connect with the right audiences. This panel will explore how to identify and engage niche communities, from leveraging emerging platforms to using overlooked tools on existing ones. Our experts will discuss when and how to test new channels, strategies for reaching specific demographics, and creative ways to foster meaningful engagement with untapped audiences. Whether you're looking to expand your brand’s reach or deepen connections with specialized communities, this session will provide actionable insights to help you stay ahead.

Key Takeaways:

• Implement a platform evaluation framework to decide where your team should (and shouldn’t) invest time
• Launch and refine pilots on new platforms using a structured, trial-and-error approach
• Tap into niche communities using built-in tools on existing platforms
• Collaborate with aligned organizations or influencers to reach new demographics through authentic partnerships
• Prioritize community management to strengthen relationships and foster long-term engagement, even with small teams

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In this session, you’ll learn how to create original content that doesn’t rely on trends to be relevant. Dakota will share how to show up with purpose using a timeless social strategy—deploying storytelling, brand personality, and audience participation to guide content that lasts longer than the trend cycle and (actually) delivers results.

You’ll take away:

• The framework for a timeless social strategy
• How to build content that works with trends but doesn’t depend on them
• How to develop unlimited ideas for your brand’s social
• What it really means to build your brand’s personality

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In this session, we'll explore how brands, creators, and marketers can harness the power of short-form video to drive engagement, reach new audiences, and build community. With attention spans shrinking and platforms prioritizing vertical video, understanding the nuances of Shorts and Reels is essential. I’ll share data-backed strategies of reel content performance vs static and creative best practices - especially in the fast paced world of sports and entertainment. Whether you're building a content series or aiming to grow your brand organically, this session will give you the tools to thrive.

Key Takeaways:

• How to design high-performing Reels and Shorts that resonate with audiences

• Tips for repurposing long-form content into scroll-stopping short-form videos

• Best practices for storytelling, pacing, and hook placement in vertical video

• Tools and workflows to streamline short-form video production and posting

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Social media is no longer just about crafting catchy captions or going viral—it’s about proving value. As the line between creativity and strategy continues to blur, social media professionals must embrace both the art and the science behind successful campaigns.

In this session, you’ll learn how Paychex has been tapping into advanced analytics to move beyond vanity metrics and into strategic decision-making. This session will empower social media professionals to transform raw data into actionable insights that drive smarter decisions, stronger campaigns, and measurable business outcomes. Whether you’re building brand awareness or proving ROI to stakeholders, this session will equip you with the tools to measure what matters and optimize performance at every level.

Key Takeaways:  

• Discover how to use advanced analytics to measure and maximize social media impact across your organization
• Learn how to translate performance data into clear, smarter business decisions
• Gain frameworks for reporting metrics that matter to cross-functional stakeholders    
• Understand how data-driven storytelling can enhance brand credibility and leadership buy-in  

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Many brands focus on engagement metrics like likes and comments but struggle to turn that attention into real business growth. How do you convert social media engagement into leads, conversions, and sales?

In this session, I’ll break down strategies that I’ve used to help brands transform their social media presence into a revenue-generating asset.

Key Takeaways:

• The Social Media Revenue Framework – How to align content, audience insights, and paid ads to drive real business results.
• Scaling Engagement Without Burnout – The step-by-step strategy that increased engagement for brands while maintaining a sustainable content workflow.
• Content That Converts – How to craft social media posts that not only get engagement but also lead to inquiries and sales.
• Balancing Organic & Paid Growth – How to structure social media campaigns for maximum reach, engagement, and conversions.

This session is for social media managers, business owners, and marketers looking to build a high-impact strategy that moves beyond vanity metrics and delivers real business results.

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It’s time to separate fact from fiction. In this unfiltered panel discussion, seasoned social media leaders from Benzinga, Bulletproof, and more will bust the most persistent myths that hold marketers back - from the idea that you need to be everywhere at once to the obsession with follower count as a primary KPI. We’ll dig into the real metrics that matter, challenge outdated beliefs, and explore what it actually takes to drive impact on social today. Whether you’re navigating internal expectations or rethinking your strategy, this session will help you cut through the noise and focus on what truly moves the needle.

Key Takeaways:

• Debunk common marketing myths that stall growth and stretch teams too thin.
• Reframe your understanding of KPIs by focusing on metrics that ladder up to business goals.
• Learn why content doesn't need to be perfect - and why imperfection often performs better.
• Rethink the “quality vs. quantity” debate and discover why it’s not as black and white as it seems.
• Discover hot takes from panelists that maybe shouldn’t be so hot - refreshingly honest truths about what actually works on social.

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