Agenda at a Glance

Data is no longer the cutting edge. It is part of our daily lives, and the businesses that aren't successfully integrating it into their decision-making processes are at risk of getting left behind. It's like entering an arena blindfolded when your competition can see. Yet, the truth is that many aspects of data can still seem very intimidating to marketers and business managers alike.

This talk will use the Google Ecosystem of Data Tools to uncover the concepts fundamental to data literacy for business managers and social media marketers. This includes demystifying terms like UTM codes and URL Parameters, making them less intimidating and more practically useful.

At the end of this session, you'll be able to:

• Understand how different components of a Marketing Data Tech Stack fit together
• Understand the function of Google Tag Manager, Google Analytics, Google Data Studio, and even Google BigQuery for Social Media Marketing Analytics
• Use a free template designed for Social Media Marketers to take advantage of Google Data Studio's visualization functionality 
• Understand and leverage UTM Parameters, Custom Dimensions, Metrics, and Events like never before to demonstrate the ROI of SMM efforts
• Finally, the talk will come chock-full of further resources for learning and free templates for immediate use.

Agenda and Activities

Part 1: Data Basics Fundamentals (20 Minutes)

• Covering: What everything boils down to; facts and attributes, measures (or metrics) and dimensions. The various names yet simple concept that lies at the foundation of Data Literacy.

- 5 Minute Break - 

Part 2: Data Components used in Marketing Analytics (30 Minutes)

• Metrics, Events, Dimensions, Parameters of the UTM variety and URL location; what does it all mean? Going from the foundation to platform specific nomenclature.

- 5 Minute Break - 

Part 3: A Tech Stack for Marketing Data Infrastructure (30 Minutes)

• What are Tag Managers, CDP’s, CRM’s, Data Warehouses, etc… how do they fit together and when do need you each of them?

- 5 Minute Break - 

Part 4: Google (and other) Tools for Data Infrastructure (30 Minutes)

• Understand the function (mostly Google, and mostly free) Tools play in Data Infrastructure: Mapping out Google Tag Manager, Google Analytics (UA and GA4), Google Data Studio, and even Google BigQuery

- 5 Minute Break - 

Part 5: Putting it all together (20 Minutes)

• Examples of Client Dashboards that were built with that infrastructure as well as talking through how understanding these can make you a better Social Media Marketer

- 5 Minute Break - 

Part 6: Practical Application: Taking it Home (25 Minutes)

• Interactive walkthrough – anyone that has access to a Google Analytics Property can follow along as we connect it to a Google Data Studio Dashboard template built for Social Media Marketers

Followed by Q & A

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Everyone says that video is gold in 2023, but how can your organization jump in without costing too much time or resources? With the right framework in place, your brand can capture the potential of viral social platforms like TikTok and Instagram Reels:

• Understanding the landscape of video content: Why it works and the common mistakes that brands make when creating videos for their marketing mix
• Bringing it to life on social: The ideal tech stack for video creation and how to build for each social platform while still utilizing trending audios and formats
• Producing content regularly and efficiently: How to maximize your content so it works harder for you and setting foundational trust with leadership so you can get content filmed, approved, and out the door while the trends are still hot

Agenda and Activities

Chapter 1: Why video has become important

• Static social vs engaging video
• Current media landscape involving TikTok brain, watch times, ad fatigue
• What types of videos resonate with which audiences
• Mistakes often made and how to prevent them

20 minutes - Education
10 minutes - Breakout session
15 minutes - Q&A with larger group
15 minutes - Break

Chapter 2: How videos come to life on social

• Different formats for each platform
• Optimizations for each platform (post copy, on screens, trending audios)
• How to source audio
• The ideal (free) tech stack for short-form video creation

20 minutes - Education
10 minutes - Breakout session
15 minutes - Q&A with larger group
15 minutes - Break

Chapter 3: How to produce effectively

• Creating efficient approval processes with leadership and your team
• Doing more with less budget and resources
• How to scale creativity without increasing budget needs
• How to measure success

20 minutes - Education
10 minutes - Breakout session
30 minutes - Q&A with larger group
5 minutes - Closing Remarks

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An average Tiktok user spends 95 minutes on the app per day. On YouTube, 2500 videos are uploaded every minute. Every second, 6,000 tweets are posted. And if you want an even more mind-boggling stat: over the last two years, 90 percent of the data in the world was generated. TL;DR: it’s never been more important to create content that breaks through the noise. But how?

In this session, you will learn some of the consistent themes that lead to creating content that captivates audiences on social media platforms and drives engagement.

You’ll learn:

• 4 consistent themes which drive social media engagement
• Examples from brands who do it well
• Tips for how to take these themes and apply them to your own brands channels

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Social media governance. It’s everyone’s favorite topic, and when you have two companies coming together in a historic acquisition and a new team asking people to shut down their social channels and rally around a new vision, what could possibly go wrong? Rachel McGrew, Social Media Strategy Lead at Bayer, gives insights on how her team worked together to create an effective and efficient social media landscape during a critical time and built strategies to engage their target audiences. She’ll also share tips on how to navigate tough conversations surrounding social media governance internally to help you make and keep allies along the way. 

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Walgreens is committed to creating a better world through health & wellness for all. In Summer 2022, Walgreens set out to reintroduce their portfolio of owned brand health & wellness products to shift consumer perception around buying Walgreens owned brand. To help drive awareness of the value and convenience of these products, the Walgreens team tapped into tried and true paid social platform strategies to contribute to marketing goals for the program. Lexi will discuss how the team planned a paid social campaign from start to finish using historical learnings and new strategies to help deliver on results. She will also share her experience and learnings about working on a custom quiz experience with Pinterest and Jebbit.

You’ll learn:

• Best practices for paid social campaign planning
• How to approach measuring results with available information
• Tips for creating a custom Pinterest Quiz Unit

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• Understand your audience and your duty to them.
• Identify your stakeholders and align your loyalties accordingly.
• Find the intersection of engaging content that aligns with your mission and marketing goals. 

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This panel of marketers is here to answer any and all of your questions. This session will be AMA-style, so come prepared with anything you want them to answer related to the topic of operating at maximum output with a small team!

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Too many brands have settled for “industry standard” when it comes to paid social. Mediocre costs per lead are the norm, but they don’t have to be. In this session, you’ll learn the 5 step process that Tyson Foodservice used to decrease their CPL by over 75%. These tactics and strategies are applicable regardless of industry and will help increase your paid social effectiveness and efficiency.

This session will cover:

• Audience intelligence
• Ad intelligence
• Value-added advertising
• Organic/Paid synergy
• Creative execution

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The rise of the creator economy has challenged the traditional model of influencer marketing and opened new opportunities for brands to collaborate with content creators. But what is the difference between a creator and an influencer? And how can legacy brands leverage their unique strengths and audiences to grow their business and reach new customers?

In this session, you will learn:

• The key characteristics and motivations of creators and influencers, and how they differ from each other
• The best practices and strategies for working with creators and influencers, and how to avoid common pitfalls and mistakes 
• The future trends and challenges of the creator economy, and how legacy brands can adapt and innovate to stay relevant and competitive

Join Kelley Myers, Head of Consumer Social for Microsoft for this engaging and informative session, where you will gain valuable insights and tips on how to leverage the power of creators and influencers for your legacy brand.

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In the age of digital media, social media platforms have become an abundant source of valuable data. During this session, we will explore effective strategies and tools for extracting, analyzing, and communicating insights that can shape marketing strategies and drive business success. This session will highlight the use of advanced analytics tools to uncover patterns, trends, and consumer behavior, enabling businesses to make informed decisions and tailor their marketing efforts to resonate with their target audience. Moreover, participants will learn how to effectively communicate these insights to stakeholders, such as senior management, marketing teams, and clients, through compelling visualizations and storytelling techniques.

Key Takeaways:

• Understanding the importance of social media data and its impact on business decision-making processes.
• Familiarity with cutting-edge tools and techniques for data extraction, analysis, and visualization.
• Insights into consumer behavior, preferences, and trends derived from social media data to inform marketing strategies.
• Techniques for effectively communicating data-driven insights to various stakeholders, ensuring better engagement and decision-making.

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How do you successfully navigate shiny object syndrome when social media is always changing? By staying true to what you know works for your brand, while committing to learning about new platforms or tactics. 

This session will provide foundational methods on how to effectively and efficiently test new ideas in social media – while also scaling top performers. Filament’s “nail it and scale it” approach has helped clients diversify their social ecosystems while maintaining a strong base that drives reliable business results. You’ll also hear from Purina Animal Nutrition on how this approach has helped their social strategy evolve to include staples like Facebook, Instagram, YouTube and creators, while continuously exploring new frontiers like Reddit, chatbots and Pinterest.

You’ll learn:

• Tips for establishing an 80% proven, 20% testing methodology
• How to determine which shiny objects are the right ones to chase
• Driving holistic social ecosystem growth by applying learnings across platforms

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