SMSsummit Corporate — Live Virtual Conference
Wednesday, October 26, 2022
Thank you to our title sponsor:
8:30 a.m.–8:45 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:45 a.m.–9:30 a.m. Pacific Time
Keynote
Tips and Tricks for Creating Fun Instagram Stories & Reels
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Instagram has officially announced itself as a video-centered platform, so the priority of Reels is at an all-time high. But let's be honest, making Reels is not as easy as it looks. It's hard to know where to start, and it's easy to overthink the process and make videos that don't perform. It is also hard to distinguish Reels from TikToks - they are not created equal! Make TikToks instead of Reels, and the algorithm Gods will NOT favor you.
Instagram continues to be a "home base" for many brands. An Instagram profile should show off your branding and be unique to your brand, but with Reels becoming prioritized, it becomes harder and harder to keep up with that highly sought-after aesthetic Instagram feed. Learn how to take advantage of the reach Instagram Reels offers without sacrificing a good-looking, branded feed.
Reels are in the spotlight, so it is easy to overlook Instagram stories. It is getting harder and harder to grab the attention of social media users, and with only the tap of a finger, followers can easily dismiss your content. Knowing tips and tricks for Instagram stories is essential to get your views up.
Key takeaways:
- Understand Reels strategy and maximize the potential of your reach
- Learn how to utilize native and external tools to produce Instagram Reels in seconds that the Instagram Reels algorithm will favor without sacrificing your branded feed
- Tips & tricks to bring up your Instagram story views
9:30 a.m.–9:45 a.m. Pacific Time
Thought Leader Spotlight
Maximizing Social Effectiveness with Dynamic and Personalized Content
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Social platforms are constantly innovating with their offerings, especially around video and creator-forward content, while marketers are continually pressed to do more with less. How do brands navigate increased production costs and nuanced formats across platforms? Get guidance on maximizing your creative strategy, scaling your video production, and increasing effectiveness through a more personalized approach to social.
Takeaways:
- Video is the fastest growing format in history, with “video-only” publishers becoming more prominent
- Dream bigger and learn how to implement a dynamic approach when it comes to creator investment
- You can incorporate necessary data points and test new formats easily with the right feed-driven automation capabilities
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 a.m.–10:45 a.m. Pacific Time
Panel
The Future of Social Advertising in a Cookieless Future - Opportunities for Marketers
10:45 a.m.–11:30 a.m. Pacific Time
Panel
Influencer marketing has proven to be a beneficial component of a holistic marketing strategy, providing value at various stages of the funnel. During this panel, tech, hospitality, and retail industry marketers will share examples of high-impact campaigns they’ve launched that have driven results from awareness to conversion.
Topics include:
- Strategies for integrating influencer marketing into a larger marketing mix
- A review of the best types of campaigns and considerations for different stages of the funnel
- Using influencers to launch new products and drive traffic to e-commerce
- The benefits of paid and organic influencers and when/how to leverage them
- Best practices to extend the life of your influencer campaign content and maximize results
11:30 a.m.–12:15 p.m. Pacific Time
Break
12:15 p.m.–1:00 p.m. Pacific Time
1:00 p.m.–1:45 p.m. Pacific Time
Leveraging Your Executives as Your Company’s Best Social Influencers
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Social media professionals are often asked how to authentically engage influencers to add legitimacy and tap into a broader audience to enhance their brand messaging.
Given the complex and highly regulated health care industry, this can be a more challenging task than building an influencer program to promote a pair of shoes or a new TV show. Beyond the legal red tape, it can be challenging to educate an influencer to accurately explain how your brand’s new drug or health care service will impact your brand intentions.
Every brand’s executives should be considered a vital component of the social media and influencer mix. Not only are their audiences highly relevant, but they have an intimate understanding and passion for the development of the program. Learn how we have prioritized this across all businesses at CVS Health to move the reputational needle among our key audiences.
SMSsummit Corporate — Live Virtual Conference
Thursday, October 27, 2022
Thank you to our title sponsor:
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Emcee
8:15 a.m.–9:00 a.m. Pacific Time
Panel
Building Brand Communities on Social
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This panel will discuss how various industries approach community building on social media. Topics include:
- Identifying the purpose of your community and how it aligns with your brand
- Choosing a community platform that best engages your audience
- Regularly engaging with your brand community and examples of incentives to keep them involved (contests, content, incentives, etc.)
- What it means for a community to be "fan-first"
- The impact a community can have on a brand's bottom line
- The role of brand ambassadors, superfans, and creators within a brand community
9:00 a.m.–9:15 a.m. Pacific Time
Thought Leader Spotlight
Reaching Your Audience With Short, Engaging Videos
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Video is the simplest and most effective way to do it all. And your audience is expecting more of it.
Join video expert from PlayPlay in this session to learn about:
- Why do you need to use video now for social media.
- 8 different short videos you should create to meet your audience’s needs.
- How PlayPlay can help you produce them efficiently.
9:15 a.m.–9:30 a.m. Pacific Time
Break
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 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 how her team succeeded 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 flexibility on this platform matters.
Social media professionals will walk away from this session with:
- A better understanding of how organizations can use TikTok to advance their mission
- How to build a TikTok audience
- How to create content tailored to the platform with a team of any size
- A worksheet to use as a guide when creating your TikTok strategy
10:15 a.m.–11:00 a.m. Pacific Time
Thought Leader Spotlight
Strengthen Your Brand Health with Consumer and Market Insights
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Consumer and market data is vital to companies striving to strengthen and improve their brand health. Understanding this is essential to identifying market opportunities, identifying trends, finding new audiences, and improving campaign ROI.
In this session, experts from NetBase Quid® will walk you through how top brands can achieve market success, using examples from brands like Nintendo, Chanel and Apple. Learn tips and strategies on how consumer and market data enables brands to gain a deeper understanding of what’s essential to their brand health.
Social media professionals will walk away from this session with:
- Ways to identify market opportunities by uncovering unmet needs with your target audience
- How to drill deeper into your data to predict and anticipate trends in your industry
- Best practices for using consumer and market analytics to get ahead of the competition.
11:00 a.m.–11:45 a.m. Pacific Time
Networking Break
11:45 a.m.–12:30 p.m. Pacific Time
Case Study
Measuring Social Media Success: Actual “Fire” or Dumpster Fire?
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Social media can be volatile, 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 can lead to brand implosion quickly. This session will cover a custom metric used at AT&T that surfaces the emotional response of a post and helps guide the content strategy's what, when, and where. The custom SCNS (Social Comprehensive Net Sentiment) metric has driven 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:
- SCNS: Social Comprehensive Net Sentiment, a weighted value-based calculation of engagements and sentiment
- Understand post, campaign, account, and channel sentiment based on how users are reacting to your content
- Better understand your audience’s preferences and affinities
- Optimize your moments – know what content plays on what court and in what climates
12:30 p.m.–12:45 p.m. Pacific Time
Break
12:45 p.m.–1:30 p.m. Pacific Time
Navigating the Platform Algorithms: Making Sure Your Social Content Can Perform Its Best
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As marketers, it's our job to understand the inner workings of social media platforms to optimize and package our brands and clients' social media content across their channels best.
However, working at the speed of social in the always-changing social ecosystem, it can be pretty daunting to keep up -- or better yet, understand and navigate the algorithms and ultimately prove ROI.
In this session, you'll learn:
- The breakdown of algorithms per social platform
- Why algorithms matter and keeping up to date with them
- Best practices for creating a stand-out content strategy
- Learn how to track your content performance for success
1:30 p.m.–2:15 p.m.
Panel
Staying on Top of Visual Trends for Social
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This panel will discuss:
- How visual trends vary between platforms
- Pivoting social calendars and campaigns to fit what’s trending on each social channel
- The best ways to stay on trend in the social space
- Jumping on a trend vs. staying true to your brand
- How to create content that resonates with a variety of audiences
- How brands can show up on emerging platforms (like TikTok) and stay relevant as trends, conversations and platforms are everchanging
On-Demand Sessions
You have unlimited access to these talks — watch when and where you want!
The Remarkability Formula: How to Stand Out Online and Off
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As a brand manager, you've optimized your website for Google. You're active on social media. You're running digital and print ads wherever your ideal customers spend time. Unfortunately, so is everyone else.
What was once cutting edge is now just common sense; what once made your brand stand out now makes you part of the herd. So what can you do? How can you stand out once again?
Rich Brooks believes you and your brand are remarkable. That there's something that you do--or could do--that would make you truly remarkable and the perfect option for your ideal customer. But how do you uncover this remarkability, and how do you communicate it in the right place with the right message to the right person?
In this session you'll discover:
- The four-step process in uncovering what makes your company or brand remarkable (worth remarking upon)
- How to create a nearly unassailable position in the marketplace
- How to communicate that remarkability to your ideal customer
The 6 C’s Of Successful Brand Influencer Partnerships
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- How to identify the right influencer
- Fair industry rates for influencers
- Six Do’s and Don’ts to get hired and rehired by a brand