Wednesday, October 26, 2022
8:30 a.m.–8:45 a.m. Pacific Time
8:45 a.m.–9:30 a.m. Pacific Time
9:30 a.m.–9:45 a.m. Pacific Time
Social personalization has gone from wish list to mandate when it comes to how brands plan ad campaigns. But how does personalization work across different social platforms? How can you build it into existing creative workflows? What impact does it have on performance? Learn about the major challenges and opportunities for social personalization and get concrete tips for improving your program.
9:45 a.m.–10:00 a.m. Pacific Time
10:45 a.m.–11:30 a.m. Pacific Time
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.
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
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. That’s why every brand’s executives should be considered a key component in 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.
Thursday, October 27, 2022
8:00 a.m.–8:15 a.m. Pacific Time
8:15 a.m.–9:00 a.m. Pacific Time
This panel will discuss how various industries approach community building on social media. Topics include:
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 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:
10:15 a.m.–11:00 a.m. Pacific Time
Consumers today go into shopping with a deep market understanding. Brands that aren’t matching this with their own consumer and market understanding face unnecessary peril! Particularly as consumers buy with their hearts more often than not these days, with 71% of consumers preferring to purchase from brands aligned with their values. So, staying ahead of whatever shiny object has captured their attention is crucial.
In this session, join experts NetBase Quid as they discuss best practices for gaining a solid understanding of your audience and the category utilizing consumer and market data. You’ll hear how using social listening to identify key recovery indicators has produced spectacular results. You’ll walk away with the knowledge of how to move from assumptions and perceived audiences to build fundamental understanding, grounded data-driven confidence that is based on real people and their habits.
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 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:
12:30 p.m.–12:45 p.m. Pacific Time
12:45 p.m.–1:30 p.m. Pacific Time
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:
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: