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Day 3 Programs

Thursday, April 30, 2020

Main Stage Sessions

9:10 am–9:50 am PDT

Keynote: The State of Influencer Marketing: Top Trends of 2020

Crystal Duncan
Vice President, Influencer Marketing
Emily Josephson
Senior Brand Manager

Not long ago, influencer marketing was a trend. Every year-end report marketers could get their hands on invariably had a chapter in the lines of “The Rise of Influencers” or “Why Influencers Are Here to Stay.” This made sense in the past because this marketing tactic – powered by social media – began in the mid-2000s and was considered an emerging solution that lived under content creation, community management, or paid media. 

Today, influencer marketing is a critical part of the marketing mix. In fact, it’s expected to grow to a $15 billion industry by 2022, up from $8 billion in 2019, according to Business Insider Intelligence estimates.

Our Top 10 Trends Influencing 2020 is a manifestation of where we see the Influencer space going and how marketers can really make an impact. Fake followers, vanity metrics and overly polished content are some of the challenges brands have faced when partnering with influencers. To build trust is increasingly difficult for brands amid an ever-so pervasive and disruptive landscape, where the digital medium itself is challenged on many fronts. But, in the face of disruption also lie great opportunities for businesses who are looking to earn trust and authentically engage with their audiences.

Takeaways:

  • How Whole Earth is moving away from Transactional Relationships and building Long Term Influencer Partners
  • How Authenticity and Transparency help build trust – Let’s Keep it Real!
  • Think Small: Micro + Nano Influencers can make a big impact
  • The importance of paid media in support of your Influencer Strategy
  • The impact of COVID-19 on this evolving landscape
  •  

10:00 am–10:45 am PDT

Keynote: Friends of Carhartt Case Study: The Role of Relationship Building in Influencer Marketing

Gwen Roney
Associate Manager of Influencer Marketing
Brian Bennett
VP of Brand Creative and Executive Producer

12:20 pm–1:00 pm PDT

Brand Case Study: Creating Home Run Partnerships: How Home Chef Found a True Collaborator in Andrew East

Jade Sherman
Partner; Alternative Programming, Digital Media, Licensing and Branding
Lauren Hurt
Senior Manager, Influencer Marketing

Influencer marketing has exploded in recent years and it is no secret why. Brands have realized the value of influencer partnerships and are dedicating a sizable portion of their marketing budgets to content creators that align well with the brand and their target market. Creators can leverage their skills, expertise and social presence to monetize their influence, while brands are able to reach new and key audiences in unique ways. 

Join Abrams Artists Agency agent Jade Sherman, creator and influencer Andrew East, and Home Chef influencer marketer Lauren Hurt as they demonstrate what a successful partnership looks like. Learn how to employ specific strategies that are mutually beneficial and result in a win-win situation for both the creator and the brand.

Takeaways include:

  1. The agent’s vital role in identifying Home Chef as the right match for creator Andrew East.
  2. The value of trust that companies have in the creators they choose to represent their brand
  3. Understand the main goals of each party, how they differ from one another, and how to approach them
  4. Integrate in different ways that go beyond social media platforms and have potential crossover

1:00 pm–1:45 pm PDT

Case Study: We Are Proof: Leveraging Local Influencers to Produce Viral Success

Jason Falls
Director of Digital Strategy
Geoffrey Blair
Director of Brand Strategy

 How many people would you expect to watch a two-minute video about an academic medical center? UK HealthCare, the health system of the University of Kentucky, wanted its brand story to ignite its social media audience like never before. It needed influential people in the area and its own employees to amplify the power of the story and connect the brand to the audiences it serves. UK HealthCare’s Geoffrey Blair and Cornett’s Jason Falls will explain how harnessing micro-influencers and a hunch about the Facebook algorithm drove more than a million views from a community of about 300,000.

 Attendees will:

  • Learn what strategic decisions go into high-level creative to engage multiple audiences
  • Discover how to mix macro and micro-influencers into a cohesive execution to support creative campaigns
  • See how simple asks of multiple influencers can drive additional content to sustain a campaign beyond launch

See Full Agenda

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