Agenda at a Glance

Join us for an immersive workshop designed to transform your approach to content creation through the power of AI. Our agenda is structured to provide a comprehensive understanding of AI use cases for content creation, practical experience with cutting-edge tools, and collaborative discussions to enhance your content strategy. Your instructor will guide you through AI creation of images, text, and video. This workshop will include educational segments, breakout sessions, and hands-on activities to ensure you leave with actionable insights and skills.

Key Takeaways:

• Practical Application: Hands-on activities will allow you to experiment with AI tools for generating and optimizing content.
• Visual Content Creation: Learn how to create and enhance images and videos using AI, making your content more engaging.
• Strategic Integration: Get insights on how to incorporate AI-driven content strategies into your existing marketing plans.

Agenda and Activities

Chapter 1: Understanding AI in Content Creation

15 Minutes - Education

• Introduction to AI in Marketing: What AI can do for content creation
• Key AI Tools: Overview of popular AI tools and platforms for marketers
• Case Studies: Successful examples of AI-driven content strategies

10 Minutes - Breakout Session

• Group Discussion: Identifying AI opportunities in your current content strategy

10 Minutes - Learning Share Out

• Sharing insights and ideas from breakout sessions with the larger group

10 Minutes - Break

Chapter 2: Implementing AI in Your Content Strategy

20 Minutes - Education

• Content Ideation: Using AI for generating content ideas and topics
• Content Creation: How AI can assist in writing, editing, and optimizing content

15 Minutes - Hands-On Activity

• Experimenting with AI tools for content ideas and topics

10 Minutes - Learning Share Out

• Sharing experiences and outcomes from the hands-on activity

10 Minutes - Break

Chapter 3: Visual Content: Leveraging AI for image and video creation

Part 1: Introduction to AI in Visual Content Creation 

15 Minutes - Education

• Overview: How AI is transforming image and video creation
• AI Tools for Visual Content: Introduction to tools like Canva, Adobe Sensei, Lumen5, and others
• Generating Images: Using AI to create original images and graphics
• Editing and Enhancing: Automating photo editing, retouching, and enhancements with AI

15 Minutes - Hands-On Activity

• Practical Exercise: Creating and editing images and videos
• Participants will use the tool to generate and enhance images based on given prompts

5 min break

Part 2: Video + AI 

10 Minutes - Education

• Video Creation: Using AI to produce engaging videos quickly (e.g., Lumen5, Magisto)
• Editing and Enhancement: Automating video editing, adding effects, and optimizing for platforms

15 Minutes - Hands-On Activity

• Practical Exercise: Creating and editing images and videos
• Participants will use the tool to generate and enhance images based on given prompts

15 Minutes - Learning Share Out

• Group Discussion: Sharing images and videos created during the hands-on activity
• Feedback and insights from participants on their experience

5 Minutes - Closing Remarks

• Summary of key takeaways
• Additional resources and next steps for integrating AI into your content strategy

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Join us for an immersive 3-hour workshop divided into three chapters, each featuring breakout sessions and ample time for questions. We'll embark on a journey to establish a Google Analytics 4 (GA4) account from the ground up. 

Witness a live screen share with Brenton as he navigates through GA4's Setup Assistant, providing real-time guidance every step of the way. Next, delve into Google Tag Manager (GTM), where we'll harness data directly from your website to seamlessly integrate it into GA4 for comprehensive tracking. Concluding the workshop, we'll explore advanced techniques for maximizing GA4 reporting capabilities and address common reporting challenges.

Key takeaways:

• Mastery of GA4 implementation
• Utilizing GTM to transmit tailored events to GA4 for precise conversion tracking
• Techniques for filtering and segmenting data within GA4

Agenda and Activities

Chapter 1: Getting Started with GA4

(40 minutes)

• Understanding UA versus GA4 (Poll: Familiarity with GA4)
• Live “Setup Assistant” walkthrough
  • Defining key audiences for tracking
  • Linking GA4 to Google Ads
  • Breakout session for hands-on practice
  • Q&A session

Chapter 2: Event and Conversion Configuration using Google Tag Manager

(100 minutes)

• Introduction to GTM and its functionality
• Setting up a new GTM Account and linking it to GA4
  • Live creation of three tags to monitor three distinct events using GTM (Poll: Lead generation vs E-commerce)
  • Breakout session for practical exercises
  • Q&A session
• Utilizing GA4’s DeBug View for pageview and event tracking testing
  • Breakout session for further exploration
  • Q&A session
• Converting Events into Conversions in GA4

Chapter 3: Data Interpretation in GA4

(40 minutes)

• Overview of reporting features in GA4
  • Segmenting data based on multiple dimensions
  • Filtering reports according to events and conversions
  • Enhancing reports with additional metrics
• Addressing common data issues
  • Ensuring accurate channel groupings
  • Achieving audience eligibility for paid ads
• Conclusion and final Q&A session

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In today’s rapidly evolving digital landscape, the ways in which brands approach social media advertising are transforming at an unprecedented pace. This keynote panel, "The Evolution of Social Media Advertising: From Targeting to Personalization," will delve into the critical shifts that are reshaping how businesses connect with their audiences. Industry leaders will explore cutting-edge strategies for scaling content, the growing role of AI in driving hyper-personalization, and the importance of first-party data in refining targeting efforts. The session will also address the integration of AI and machine learning in social media strategies, the rise of new platforms, and effective influencer collaborations to boost authentic engagement and sales.

Key Takeaways:

• Proven strategies for scaling content to meet the demands of personalized advertising.
• Insights into the role of generative and predictive AI in enhancing targeting and personalization efforts.
• The importance of leveraging first-party data for more effective audience targeting.
• Predictions on AI and machine learning’s impact on social media strategies in 2024-2025.
• Emerging social media platforms and features that retail and grocery brands should prioritize to engage the next generation of consumers.
• Best practices for collaborating with influencers to foster authentic engagement and drive sales in a competitive market.

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We all want to improve our social media. There’s a lot of guidance and toolkits out there on how to increase engagement, grow your audiences, and drive traffic. But, this expert advice can feel like it doesn’t work for small teams or teams of one. There’s another way. By taking a data-driven approach towards social media, you can craft a custom strategy that fits your capacity.  

In this session, I will share how you can use data, available freely through social media platforms, to develop a strategy that fits your audience and is more resilient in the face of the ever-changing algorithms. Get tips for starting with social media experiments and learn how to creatively reuse content. By taking a data-informed approach, you and your team (if you are lucky enough to have one) can ensure that your social media has the greatest impact while not overtaxing you. 

You’ll learn: 

• How to use data to drive your social media strategy. 
• Best practices for running social media experiments. 
• Tips for repurposing and reusing content efficiently so you never struggle to find something to post. 

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In this session, Katie Gancarz of Hyatt Hotels Corporation will share how you can create thumb-stopping content across social media channels while leveraging data-driven insights, existing available content, and cultural insights and trends, no matter your budget size. This session will highlight how World of Hyatt’s social creates beautiful, engaging social media content across different channels and builds upon learnings with performance insights. 

Takeaways include: 

• Tips for how to combine data-driven insights and cultural trends in the content planning stage
• Pointers on how to elevate available assets of any kind with free tools 
• Best practices for creating eye-catching video content 

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In today's digital age, Social Media has become an essential marketing channel for driving brand awareness, engagement, and growth. For the perceived "lucky ones," Social Media has also become a key revenue driver, but the truth is, it is usually not just luck. 

A brand's willingness to invest in Social Media and apply a "social-first" approach to their business is what often makes these channels profitable. 

During this session, you will learn how to create a social-first environment across your company and position Social Media as a true business asset. 

Drawing from years of experience managing and growing Social Media for top brands, we'll explore key tactics to help you make Brand Social a central pillar of your company's marketing efforts.

You'll learn:

• A framework for establishing a social-first culture within your company
• Best practices for integrating social media into your overall marketing strategy
• Strategies to ensure your social media efforts are recognized and supported throughout the company

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LinkedIn Members interact with LinkedIn Pages over 2B times per month, which makes it essential that your brand's presence and content stands out. This session is designed to offer you top tips and tricks to help you make the most of your brand’s presence.

In this session, you'll learn practical strategies to enhance your brand’s visibility, including:

• The importance of creating a strong Page for your brand on LinkedIn and how to do it effectively
• Best practices for creating and sharing content that drives engagement on LinkedIn
• LinkedIn formats and features to best convey your message
• How to build a community around your brand
• Optimizing content with analytics

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In today's digital landscape, brands must be prepared to manage crises, navigate customer dissatisfaction, and respond to negative sentiment on social platforms. This session will explore how leading companies handle such challenges, sharing insights into decision-making frameworks, cross-functional collaboration, and best practices for crisis management. Panelists will discuss how to balance the need for rapid response with thoughtful, strategic action, all while maintaining the well-being of your social media team. Learn how to safeguard your brand’s reputation and effectively serve your customers even in the toughest situations.

Key Takeaways:

• Develop decision-making frameworks for determining when and how to respond to negativity online.
• Explore cross-functional collaboration strategies to ensure the right teams are involved in crisis response.
• Understand the importance of governance policies and regular audits of your social media crisis plan.
• Discover escalation best practices and the key roles within a crisis response team.
• Gain insights into social listening tools that can inform and improve your crisis management strategies.

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In today's digital landscape, the ability to extract actionable insights from social listening is crucial for driving strategic decision-making at the highest levels. This session will not only explore but also equip you with the practical skills to effectively gather, analyze, and present social listening insights that resonate with senior leadership. You'll learn how to tailor your data storytelling to align with executive priorities, ensuring your insights are clear, impactful, and directly tied to business goals. By focusing on actionable strategies and aligning key insights with business objectives, this talk will provide you with the tools to elevate your communication of social listening data to drive decision-making.

Key Takeaways: 

• How to identify the most relevant social listening insights for senior leadership
• Strategies to align social listening insights with business objectives and KPIs
• Techniques to simplify and streamline data storytelling for executive audiences
• Best practices for creating visually compelling, high-level presentations that drive actions 
• Examples of successful communication strategies for social listening insights 

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In today’s digital marketing era, maintaining a consistent and engaging social media presence shouldn’t break your budget or drain all your resources.

You will leave this session knowing how to better create and mobilize a holistic strategy that focuses on the strengths of your organic and paid social media tactics while driving engagement, elevating your brand and supporting demand generation.

This session will cover:

• How to develop your social media audience based on your ICP (ideal customer profile) and how to consistently engage your followers with persona focused content.
• Best practices for identifying successful organic content that can be further amplified for paid re-targeting efforts.
• Creative employee advocacy tactics that you can use to generate unique organic content that is perfect for boosting or setting the stage for a higher CTA ad.
• What metrics should you focus on to identify in real-time a successful paid/organic campaign and how to articulate that to leadership.
• Tactics that will enable marketers, at both smaller startups and enterprise level organizations, to better analyze data from paid initiatives to fuel higher engagement organic posts and visa versa.

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Influencers and creators are amassing big trust among consumers and it’s no secret they’re the key to a complete social media strategy. And while it can be difficult to imagine having to rationalize investing in influencers, it’s a day-to-day battle many social media practitioners fight. Building the structure and strategy for a brand influencer program is critical…and showing the impact of that program on your marketing efforts and business can be even more important.

Here’s what we’ll cover in this session:

• How to make the case for an influencer program budget and rationalize spend to leadership
• Creating an influencer content strategy that works hard for your brand but chases after business objectives
• How to build reporting that shows brand AND business impact to your peers and leadership

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ChatGPT reached 1 million users in just 5 days—a speed unmatched by any other platform. While some fear AI might replace human jobs, those who harness its power know that ChatGPT is a transformative tool that can enhance productivity and creativity. Understanding how to use ChatGPT effectively is becoming one of the most valuable skills in today's AI-powered economy.

In this session, Sydney Stern Miller, a Digital Marketing and Brand Strategist at Deloitte, will guide you through advanced ChatGPT prompting techniques that will take your social media marketing efforts to the next level. Discover how ChatGPT can become your smart intern, handling tasks ranging from content creation to customer engagement, freeing you to focus on strategic thinking and innovation.

You’ll learn:

• How to craft strategic prompts that maximize ChatGPT’s potential
• Techniques for integrating ChatGPT into your daily marketing tasks
• Ways to use ChatGPT for content generation, customer interaction, and data analysis
• Tips for balancing AI efficiency with essential soft skills
• Real-world examples of ChatGPT in action, from writing cover letters to explaining complex ideas

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In an age of hyper-connectivity and consumer skepticism, authenticity has become the cornerstone of effective brand storytelling. This session will delve into the strategies that help brands forge genuine connections with their audiences by showcasing real experiences, leveraging social proof, and building strong communities. Our panel of experts will explore how to create memorable social experiences that go beyond the ordinary, while also maintaining proactive and genuine engagement. Learn why authenticity is more important than ever in today’s social media landscape and how to craft stories that truly resonate.

Key Takeaways:

• Discover the role of social proof in enhancing brand authenticity and building trust with your audience.
• Learn how to create exceptional and memorable social experiences that resonate on a deeper level.
• Explore strategies for building and nurturing communities through authentic storytelling.
• Understand the importance of proactive engagement and real-time interactions that feel genuine.
• Gain insights into successful brands that exemplify effective and authentic storytelling.

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