Wednesday, October 20, 2021
8:35 a.m.–8:45 a.m. PDT
9:30 a.m.–9:45 a.m. PDT
9:45 a.m.–10:30 a.m. PDT
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.
10:30 a.m.–11:30 a.m. PDT
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:
11:30 a.m.–12:00 p.m. PDT
12:00 p.m. - 12:15 p.m. PDT
12:15 p.m.–1:00 p.m. PDT
1:00 p.m.–1:45 p.m. PDT
1:45 p.m. PDT
Thursday, October 21, 2021
8:25 am–8:35 am PDT
8:35 a.m.–9:30 a.m. PDT
9:30 a.m.–9:45 a.m. PDT
9:45 am–10:30 am PDT
11:15 am–11:45 am PDT
11:45 a.m.–12:30 p.m. PDT
1:15 p.m. PDT
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:
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.
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.
The session will explain how to build a community within your organization to drive governance and compliance for social media teams.
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: