SMSsummit Corporate — Live Virtual Conference
All agenda times are listed and will be presented in Pacific Daylight Time
Wednesday, October 28, 2020
8:45 am–9:30 am PDT
More Brain, Less Storm: The Power of the Creative Process
Whether you're leading an enterprise content team, or serving as a content team of one, we're all on a mission to create the best possible content with the resources that we have. We look for every opportunity to reduce the time, money, and manpower wasted during creation and distribution, but what about creative waste? Creativity, after all, is a process. It's time to optimize our creative processes, too, so we can confidently and efficiently generate more ideas—and better ideas—for how to share our brand story with the world.
9:30 am-9:45am PDT
9:45 am–10:30 am PDT
"Ask Us Anything" Panel
Influencer Marketing Best Practices
Panelists will be taking attendee questions LIVE during this 45 minute "AMA" style session. They'll also share how their respective brands are managing their influencer marketing programs right now. Come prepared with your questions - you really can ask them anything!
Senior Vice President
Director, Social Media + Influencer Marketing
Savage X Fenty Lingerie by Rihanna
Digital & Creative Strategy Lead, Amazon Devices
10:30 am–11:15 am PDT
Aligning Social Media Strategy with Broader Business Goals to Drive Growth
Group Director of Digital Strategy
Sr. Manager of Relationships & Community
Director of Social Media
Director of Marketing & Communications
Travel Nurse Across America
Senior Manager, Digital Precision Marketing
11:15 am–11:45 am PDT
11:45 am–12:45 pm PDT
Google Analytics Fundamentals: How to Measure What Matters for Your Business
What are your visitors doing? What aren’t they doing? Where are they coming from? Which marketing activities are making a difference?
If you have Analytics, you have insights waiting to be discovered. This is the session where we show you step-by-step how to set things up, find insights and take action. Be prepared to level-up your digital marketing expertise.
- Learn the proper setup (or quick cleanup) of Google Analytics
- Get acquainted with the most useful reports in your Analytics
- Find out which reports answer which questions and support which decisions
- Make sure can you get the right information out of your Analytics quickly and efficiently
It only takes a few minutes to fix big setup issues and find the nuggets of truth that will make you a better marketer. This presentation is geared toward beginners who are new (or new-ish) to Google Analytics.
12:45pm - 1:30pm PDT
Succeeding in the World of Online Reviews
Businesses are getting creative when it comes to connecting with consumers during the pandemic. Now more than ever, your online reputation is important––it's the most honest way to communicate customer expectations and exude anticipated quality. Learn how to leverage your online reputation in a way that helps grow your audience, increase engagement and drive revenue.
Key takeaways, you'll learn:
Best practices for building a great online reputation
How to manage your reviews and what to do with them, regardless of the rating
How to stay connected and relevant among the competition
How to communicate your current business COVID operations to your customers and community
Strategies, tips and tricks for leveraging Yelp's free tools to take your business to the next level
1:30pm - 2:15pm PDT
Next Level Interactive Social Media Marketing With No-Code Tools
In this session, Saksham will show you how to build interactive marketing products across the customer journey to grow your business, including graders, contests, calculators, quizzes, recommendations, chatbots, or AR apps.
He’ll walk you through examples like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, New York Times's dialect quiz, Ikea's AR app, L'Oreal's AR app, and Nike's fitness apps. All of these examples are free tools that help drive your social media engagement, build an audience, and generate leads for your business by adding value to a customer during a micro-moment.
2:15 pm PDT
Day 1 Live Summit Concludes
Thursday, October 29, 2020
8:45 am–9:30 am PDT
The One-Person Social Team: Scrappy Social Media Strategies with Big Impact
Do you ever look at a brand’s social media presence and automatically assume a team of 20 is making that magic happen? Chances are it is actually a smaller team, a team of one. In this session, Katelyn Brower, Social Media Manager of Sterling, will help you become a stronger social media manager as you act as a team of one for your organization. You'll learn how to better strategize, prioritize, partner with teams across the organization, and most importantly deliver results. Strength comes in small numbers, let Katelyn show you how!
- Working across the entire organization (not just marketing) to boost brand awareness, lead generation, and client success/support
- Optimizing content to fit across multiple social media platforms, multiple times
- Prioritizing your time and projects as a one-person team
9:30 am–9:45 am PDT
9:45 am–10:30 am PDT
Scaling Your Paid Media in Emerging Platforms
Brand new social platforms are emerging almost monthly, with advertisers being pressured to deliver consistent results while also being early adopters of these new emerging technologies. With new platforms like TikTok, or even smaller ones like Quora or Snapchat, how can you know which one is the right fit?
In their presentation, Zenia and Vernon will share a winning strategy, where they outline:
- The newest social platforms that are delivering the best results for our clients
- Understanding if a platform is the right fit for your customers
- The ideal testing methodology to determine the impact of running media on a new channel
- How to develop a creative and messaging theme that will resonate with your core audience regardless of platform
Director of Performance Marketing
Paid Social Evangelist
10:30 am–11:15 am PDT
Social Media: It’s Not All About You!
If I asked you to scroll through your Instagram right now, how many brands that you follow would pop up just in a minute or two? Do you actively engage with those posts? Do you ever buy something just because you saw it on Instagram? Companies of all sizes have embraced Social Media over the last 5-7 years as the newest form of digital marketing and in more recent times, it’s become a key sales driver for many. New products, customer reviews, mission statements, UGC (User Generated Content), and more, are all types of content you would expect to see on a brand’s page.
Now, imagine you saw a brand you follow post their version of a viral meme, write something on Twitter that made you laugh, or respond to a comment you left them to let you know they were there for you. The MOST important thing consumers (64% of consumers if we are being exact) is to feel like a brand wants to connect with them. How do we do this? Find what consumers care about and meet them there. This session will talk about how to make your brand’s social media more about the consumer, and less about you/your brand.
- Best practices from me to you. Love, Reebok.
- Finding the balance between what your consumers want and what still fits your brand’s identity.
- The #1 secret to finding what your consumers care about. HINT: It’s not a secret...
11:15 am–11:45 am PDT
11:45 am–12:30 pm PDT
Attention is Everything: Using Video to Build Brand Love and Drive Action
Earning your customer’s attention is everything. Nothing can be achieved without it. Only once you’ve captured it can you ask someone to share, subscribe, or buy. (And winning attention is hard to do when a person is scrolling through 300 feet of mobile content per day). Video as a creative medium is unparalleled in its ability to grab attention, build brand love, and drive action. This session teaches marketers to build strategies that stop-the-scroll by:
- Understanding the key differences in user mindset and creative strategy across Instagram, YouTube, and TikTok in the eyes of a marketer and a user.
- Applying universal creative best practices across platforms and the neuroscience behind why they work.
- Efficiently creating video assets that will capture attention and drive action.
12:30 pm–1:15 pm PDT
Falling Up: The Only Way to Grow on Social Media
In today’s social climate, brands must be willing to take risks (and inevitably fail a few times) in order to be culturally relevant with consumers. It might take posting several videos that flop to land on the one that goes viral - it’s a long game of quantity leading to quality. What most brands don’t realize, is that avoiding such risks will only lead to avoiding opportunity. In this session, hear from Brendan Gahan, Founder of Epic Signal and Partner & Chief Social Officer at Mekanism, on the best ways to develop a social community over time and how he’s leveraged learnings from small failures to generate exponential wins.
1:15 pm PDT
Live Summit Concludes
You have unlimited access to these talks — watch when and where you want!
Reels is an evolution in the future of entertainment as well as a big part of the next chapter of Instagram, which brings together friends, interests, and entertainment like no other platform. Reels is a new way to create and discover short, entertaining videos on IG, and gives people new ways to express themselves, discover more of what they love, and help anyone with the ambition of becoming a creator take center stage. This session will highlight best practices, provide an overview of available creative tools, and demonstrate how you can start experimenting with Reels today.
Surviving Instagram Algorithm Changes to Boost Performance
Staying up on the latest Instagram changes is hard. In this session, we'll cover leveraging the newest Instagram features, including:
- Instagram's Creator Studio for scheduling Feed Posts and IGTV.
- Reels - Instagram's answer to TikTok
- The newest stickers (Countdown sticker, Quiz sticker, Chat sticker, Polls, plus how to get the Music Sticker if you don't have it!)
- How to Grow Your Following by Collaborating and Going Live
- How to stay up on the latest features of Instagram easily.
Managing Negative Sentiment and Trolls on Social Media — When and How Should You Respond?
Keyboard warriors. They’re everywhere these days — or at least that’s how it feels. Maintaining positive sentiment with your audience is critical to building a lasting relationship, but social media trolls can turn an innocent mistake or misinformation into a public relations crisis overnight. In order to avoid lasting damage, it’s important to know when and how to respond to your harshest and most vocal critics.
In this session, you will learn the tools you need to have in your toolkit to be prepared for the inevitable moment when something goes wrong on social media. We’ll discuss how to monitor the conversation, best practices for engaging (or not), and the building blocks of a good social media crisis plan.
Attendees will leave with a better understanding of:
- Tools for monitoring sentiment and conversation about your company
- Framework for deciding when to engage with trolls
- How to build a successful social media crisis plan
Reporting: How to Set Yourself Up for Success
Media planners see the world differently. In dissecting campaign performance, media teams are able to dig under the surface of the numbers, finding real truths about the audiences that brands are trying to reach - or even in some cases uncovering complex or trending behavior. In this session, learn how to translate your findings to your clients and brand decision-makers. What about your reporting creates trust between you and your client? How will you cull down complicated data to improve your campaign? Where can you pinpoint cost savings and efficiencies?
Personal Branding for Professionals
Nowadays, it seems like everyone is a “personal brand.” But you don’t need to be a social media influencer to put some basic strategies to work for you in building your business reputation online. We’ll discuss figuring out the basics of your brand, clarifying your message, and setting up your visual and "voice/tone" branding. We’ll also discuss determining your target audience, deciding where to be visible online, content and engagement strategy, and how to extend those online relationships to offline business.
How to Get 100x ROAS on Facebook and Instagram
In this session, you will learn how to optimize your Facebook and Instagram Ads for your ecommerce website. Facebook, when used correctly, can be a powerful advertising platform to help drive ecommerce sales. As a self-taught Facebook Ads expert, Uzair will give some key points on how you can make your ads achieve better results.
Key action items Uzair will cover include:
- Setting up the campaign correctly
- Determining the right demographics to target
- Choosing creative and copy that will most likely resonate with your target demographic
AI & Social Media: Your Toolkit for Success
Artificial Intelligence. It’s mystical, it’s fascinating, and it is the most prominent of the tech buzzwords heading into the 2020s. For digital marketer’s, AI is most often seen as a piece of technology that is untouchable and near impossible to be able to deploy successfully. Well, the good news is that AI is no longer confined to a black box of mystery. In fact, there are many cost effective and easy-to-use AI-powered tools that already exist that can help you to grow and empower your social media strategy. All you need is a roadmap and a place to start.
In this thought-provoking session, you will:
- Learn the basics of Artificial Intelligence: what it is, how it works, and why it matters
- How AI has been and will continue to impact marketer’s heading into the 2020s
- Learn about some of the AI-powered tools available today that can help enhance your social media strategy
- Leave with a roadmap that can help you to determine where AI can best fit within your digital marketing strategy to yield the greatest ROI
A year at Klarna: 500K to 5M users
Klarna launched its US Direct to Consumer (DTC) shopping app in 2019. Gylan Saunders and Jon Chang will present examples of the growth marketing structure and social media paid marketing campaigns that grew the Klarna user base to over 5M users in just one year.
3 key takeaways:
- How to use influencers in performance marketing
- Making the most out of existing assets and processes
- Examining social media data to make the best decisions
Global Head of Shopping Growth
Head of Consumer Performance Marketing, USA
How to Choose & Optimize the Right Social Platform for your Brand
Almost all brands have a presence on social media, but the bigger question is if they are on the right platforms to reach their target audience and if they are leveraging those platforms to their fullest.
With new social media platforms emerging and younger audiences with more buying power, is it time for your brand to re-evaluate your channel strategy?
During the presentation, we'll cover:
- Using target audience research to determine the best platforms
- How to identify the right channels and KPIs for your objectives
- Ideal content types and messaging by platform
- Key tactics that are driving the best results on those platforms
Director, Integrated Strategy & Promotions
Ignite Social Media
Ignite Social Media
How to Build a Platform-Tailored Approach to Social Video
Zuck has said it himself, “Over the next few years, the much bigger driver of the business and determinant of how we do is going to be video.” If Zuck’s words aren’t enough, 1 in 3 social video viewers watch videos made by brands, and a majority of internet users – 56% – watch video across all social platforms every month. This session is designed to show you how to repurpose video content to be utilized for organic & paid content across a variety of social channels. Our goal is to help you understand the best way to work with what you have, so you can save time & energy in analyzing video performance and do more of what works for your business and fans!
Fighting Bias: Combating Stereotypes Around Multicultural Consumers to Target Them in All the Right Ways
Adding a Latinx celebrity to an existing campaign, then calling it a day, is one way to try your hand at multicultural marketing. But that doesn’t speak to diverse audiences--at least not in the right way, and not with the right tone.
As marketers, we have a collective responsibility to understand and serve our customers in all the right ways, which includes ensuring we properly understand our audiences, their needs and their cultural nuances so that we can use elements which speak to them specifically.
After this session, you will have an enhanced understanding of:
How to recognize when you are tapping into damaging stereotypes
How to implement key motivators that keep audiences and their attention, as opposed to turning them away
How brands can benefit from properly connecting with multicultural audiences
How to build long-term relationships with Latinx creators
How to turn stereotypes figures into heroes