Wednesday, October 26, 2022
8:30 a.m.–8:45 a.m. Pacific Time
9:30 a.m.–9:45 a.m. Pacific Time
9:45 a.m.–10:00 a.m. Pacific Time
10:00 a.m.–11:45 a.m. Pacific Time
10:45 a.m.–11:30 a.m. Pacific Time
11:30 a.m.–12:00 p.m. Pacific Time
12:00 p.m.–12:15 p.m. Pacific Time
12:15 p.m.–1:00 p.m. Pacific Time
1:00 p.m.–1:15 p.m. Pacific Time
1:15 p.m.–2:00 p.m. Pacific Time
Thursday, October 27, 2022
8:00 a.m.–8:15 a.m. Pacific Time
9:00 a.m.–9:15 a.m. Pacific Time
9:15 a.m.–9:30 a.m. Pacific Time
9:30 a.m.–10:15 a.m. Pacific Time
TikTok – it’s not just a platform for dance challenges anymore. There’s an audience for almost everything on this video-based, ultra-engaging social media platform. But can brands really make an impact in this space, and where do social media managers even begin?
In this session, Haley Correll, Senior Director of Social Engagement at American Red Cross, will walk you through the steps of how her team found success with the @AmericanRedCross TikTok account, growing it to more than 776K followers and 13M likes since its launch. Haley will share lessons learned, how TikTok can help brands reach new audiences, what a successful TikTok content strategy looks like, and why being flexible on this platform really matters.
Social media professionals will walk away from this session with:
10:15 a.m.–11:00 a.m. Pacific Time
11:00 a.m.–11:30 a.m. Pacific Time
11:30 a.m.–11:45 a.m. Pacific Time
11:45 a.m.–12:30 p.m. Pacific Time
Social media can be a volatile place and in the world of ratios and cancel culture it can be difficult to know whether or not people are engaging with brand content from a place of celebration or indignation. Celebrating just volumes over value and embracing total engagements over sentiment thereof can lead to brand implosion – and quick. This session will cover a custom metric used at AT&T that surfaces the emotional response of a post and helps guide the what, when, and where of their content strategy. The custom SCNS (Social Comprehensive Net Sentiment) metric has served to guide the AT&T powerhouse strategic and creative team to an improvement in sentiment of over 40% and led to overall increases in success metrics across the board. Join Amber as she dives deeper into social measurement that makes sense.
What you’ll learn:
12:30 p.m.–12:45 p.m. Pacific Time
12:45 p.m.–1:30 p.m. Pacific Time
1:30 p.m.–2:15 p.m.