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 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.
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.
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.
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
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 like Toyota, Chili’s, and e.l.f. Beauty achieved market success. Learn tips and strategies on how consumer and market data led these brands to gain a deeper understanding of what’s essential to their brand health.
Social media professionals will walk away from this session with:
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:
1:30 p.m.–2:15 p.m.
This panel will discuss:
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:
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.