It’s a troubling but often true reality that social media content decisions can be based on assumptions. Wouldn’t it be nice if you could put a face to your target audience, get to know their particular needs, understand their pains, and win their hearts? We can do that by developing a standard that turns a customer human - so that the recipients of your social ideas are considered and cared for at every stage of design development.

In this educational session, you’ll learn: 

• How to drive your business forward using consumer and market intelligence

• How to take complicated, custom data into digestible frameworks 

• Learn how to summarize research findings 

• Challenge brand or audience preconceptions

• Why Human-Centered Design is a differentiator at the agency level

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Adobe is a brand that supports, and is supported by, creators. So when the company launched its @Adobe and @Photoshop channels on TikTok in early 2021, they did so through the voices of the creative community. Showcasing a mix of creative influencers, influential TikTok users, and edutainment content, Adobe has been able to establish strong audience growth — as well as plenty of learnings along the way. This session will focus on the lessons, both good and bad, the Adobe Social Org has learned through its first year on TikTok.

You’ll learn:

• Tips for establishing brand guidelines for TikTok
• How to test content formats and iterate with TikTok creators
• Setting channel benchmarks and expectations

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Having a solid social media strategy is outstanding, but your work doesn't stop there. You must also support that strategy and feed the "content monster" with valuable and attention-attracting digital media content and campaigns that support your brand. 

Mary Olivieri, EVP and Executive Creative Director of CBD Marketing, will share the secrets to "carving up your content turkey” – dishing up practical takeaways and improv theatre-based exercises to help you serve your target audience the content they crave. 

In this interactive session, you'll learn: 

• Tips for creating and repurposing content such as newsletters, blog posts and emails that support  social media campaigns 
• Ways to stand out online without giving consumers content fatigue 
• How to fit digital storytelling into your communications strategy 
• How to diversify your content across digital channels—and why it's crucial for success

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TikTok is not a ‘one size fits all’ platform. As we chat through the three C’s, we’ll unpack how TikTok is the home to a new generation of storytellers, a place for joyful engagements – where people come to ‘lift their spirits’ and a place where realness is the new cultural currency. We’ll discuss how TikTok is a place of connection, aspiration, co-creation, and entertainment for your brand.

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It’s important to remember that when you’re trying to reach customers, you’re really trying to reach people. A humanized approach to social media can enable brands to show rather than tell how their products are truly making an impact while sharing stories that resonate with their audiences.

In this interactive session, you'll learn: 

• The difference between content and storytelling 
• Ways to shift your strategy to a more human-centric approach 
• How to find stories worth telling

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Takeaways for attendees:

• How to build a case for inclusive content by leveraging company values, census data and changing consumer psychographics  
• How to balance accepting risk and protecting the brand 
• How to build authentic connection
• How determine appropriate KPIs and benchmarks to test and measure progress

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Video is no longer a 'nice-to-have' when it comes to corporate communication. Whether it's highlighting your company's projects, bringing awareness to your brand, or engaging with your stakeholders—video is able to convey and deliver information in a simple yet powerful way that resonates with your audience. Join video experts from PlayPlay in this session to learn about:

• Why you need to use video for corp. comms now
• What kind of videos you need to create for corp comms + how to create them easily
• How PlayPlay can help create them efficiently

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Staying up on the latest Instagram changes is hard. In this session, we'll cover leveraging the newest Instagram features, including:

• How the Instagram algorithm works on:
  • Feed
  • Explore
  • Stories
  • Reels
• How to Create Engaging Reels
• Branded Partnerships - The Important Changes
• Scheduling Feed Posts and Stories using Facebook Creator Studio
• Coming Soon: The Instagram Affiliate Program
• Latest Instagram Features
• How to stay up on the latest features of Instagram easily

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In 2018, CommonSpirit Health’s social media strategy shifted from a content-first to an engagement-first strategy. A first-of-its-kind response and escalation protocol was put into place, allowing social media teams across multiple geographies and locations to follow a consistent process and rationale when responding to social media inquiries. As a result, we increased our reply rate by 220% YoY and began responding within one business day.

When the pandemic hit in March of 2020 and the volume of inbound messages on social media more than doubled, CommonSpirit was uniquely positioned to communicate with and serve its community – delivering hope, humankindness, and building trust at scale – utilizing social media as its primary communications channel. The strategic approach to social response and timeliness resulted in a 50% increase in unique fans engaged and a 28% increase in total engagements YoY. Positive sentiment comments also increased by 67% YoY.

Learning objectives of this talk include:
1. How do you approach social media consistently… in a hub and spoke model?
2. How do you define the key social metrics that ladder up to your business objectives?
3. How do you best utilize modern communication channels to exemplify your brand promise?

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Social media market research is the process of gathering quantitative and/or qualitative data from social media platforms to understand social, consumer, or market trends. In this session, social media and research experts will walk you through a case study to demonstrate how a brand used social media market research to inform its go-to-market strategy and ultimately, launch its brand.

Key discussion points and criteria for developing social media market research will include:

• Determining the project objectives and outcomes, and the type of market research you want to conduct (e.g., on your brand, products, online consumer behavior, consumer insights, customer service, or competitor insights).
• The type of data – qualitative or quantitative (or both) – that will be most beneficial for your project and how to determine which methodology to use
• The variety of methods available to use to capture data, such as distributing surveys, tracking brand mentions, social listening, etc.
• Audience targeting and identifying the social media channels from which you want to mine data

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Brands, for the most part, have historically remained faceless entities on social media. But more and more, customers are becoming curious about the people behind the brand -- influencing purchase decisions and brand loyalty. In this session, Brandi Briggs, AT&T's Social Media Director, will share how and why her team started featured employees and leadership on their social channels, infusing their voices into AT&T's social content. You'll learn about AT&T's Amplify Black Voices and Valentines Day campaigns, along with their Social Media Advocates Program, as examples of how they brought employee voices to life. 

You'll learn: 

• Tips on how to highlight employees on social media, including the best platforms to use
• Understanding the difference between employees and influencers
• Knowing when and when not to use UGC
• Tracking results & measuring success
• How to kickstart an executive presence when they aren't on social media

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This session will focus on how to set up an account structure in Facebook to help achieve high ROAS while reaching new customers. As advertisers, we know there is a balance between filling the funnel and converting customers. What is the right balance between prospecting and retargeting? How do your account for testing new creative and audiences? We will talk through all of that and you will walk away with the following.

• A simple, proven structure you can replicate for every ecomm brand
• Tools you should leverage to help report on this structure
• How you can tailor creative to each audience

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Creating a multi-channel social strategy can be a daunting task. There are so many considerations - should you develop channel prioritization? How can you ensure your brand’s message surfaces consistently, regardless of platform?

After this session you’ll have answers to those questions, and will be able to:

• Define how your messaging strategy will support business goals
• Build the buyer personas that will be the foundation of your messaging strategy
• Develop channel prioritization to share your brand message

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