May 22–24, 2017 | W hotel, Atlanta, GA
Join us as we redefine what social media means for your business, your brand, your future.


Monday, May 22

Monday, May 22
1:00 PM - 4:00 PM
SEO Workshop: How to Create and Optimize Content That’s Discovered in Google Search

Rather than leave it to chance that your PR and marketing messages are reaching their intended audience over your competitors, attend this pre-conference workshop and learn how to make Google’s vast and growing suite of tools and applications work for you.

Our SEO trainers will cover these topics and so much more:

  • Understanding Google’s latest search engine optimization (SEO) ranking factors and how they affect the success of your daily communications efforts
  • How to write for Google search
  • Developing compelling, in-depth and timely content that is relatable and raises your search ranking on Google
  • Establishing a process for structuring content that gets traction
  • Analyzing your site and determine whether it is optimized for search
  • Use keywords, links and meta tags effectively without harming your page ranking
Monday, May 22
1:00 PM - 4:00 PM
Workshop II: Learn How to Use Customer Journey Mapping to Get a Leg Up on Your Competition

This workshop is designed for marketers, communicators, leaders in customers service, research and sales and anyone who believes that in order to shake up the way you communicate with your customer, you need to understand what your customer is doing and why! Attend this pre-conference workshop and learn:

  • The ins and outs of customer journey mapping
  • New ways of mapping your customers across social channels and gain a better understanding of their behaviors
  • How to develop a strategy roadmap to address identified customer experience challenges
  • How customer journey maps can be developed for an entire customer lifecycle
  • How to use customer journey maps for a single interaction at a single touchpoint
  • How to use customer journey maps to develop an end-to-end experience for a brand new product


Monday, May 22
7:00 PM - 9:00 PM
Opening Party

Find out what’s shaking and who’s attending this year’s event at the opening night party for The Social Shake-Up community! You’ll meet new people, reunite with friends and colleagues, enjoy Southern fare and get a taste of the signature drink of the 2017 Social Shake-Up.

Tuesday, May 23

Tuesday, May 23
6:30 AM - 7:15 AM
Sunrise Walk

Shake off the sleep in your eyes, and come out for a beautiful sunrise walk with your peers. No registration required – just your willingness to put on your walking shoes and get your muscles warmed up for a great day of learning and networking.

Tuesday, May 23
7:30 AM - 8:30 AM
Networking Breakfast

Coffee? Check.
Bagels, eggs and yogurt? Check.
Juice and smoothies? Check.
Cereal and sausage? Check.
Bloody Marys? Sorry.
Finding a table with new friends? Check.
More coffee? Check
Join us for a buffet-style breakfast before we officially kick off The Social Shake-Up 2017.

Tuesday, May 23
8:30 AM - 9:30 AM
Opening General Session: Time to Shake Things Up!

We’ll kick off The Social Shake-Up with:

  • Key findings from several research projects on social media marketing and communications that will surprise and energize you.
  • Opening keynoters on the imperative of connectivity with customers and social’s leading role.
  • An introduction to our distinguished advisory board
  • Details on how you can win a trip to the Bahamas
Tuesday, May 23
9:30 AM - 10:20 AM
Case Studies: Snapchat Content Strategies That Hook Audiences & Make Them Care

Snapchat has more than 100 million users each day, with at least 60% of the smartphone users being between the ages of 13 and 34 years. It’s one of the hottest, but most complex, networks out there. From geofilters to Memories to Story Explorer and more, creating a content strategy requires creativity, authenticity and innovation.

Some of the cool things you’ll learn at this session include:

  • A look at the types of organizations use paid and organic Snapchat content
  • Secrets to using Story, Influencers, geofilters, Snap to Unlock and other features
  • Employing cross-promotion tactics to build followers
  • How to engage Snapchat influencers for your brand
  • Using Snapchat for sneak peeks at your brand
  • Measuring your success on Snapchat
Tuesday, May 23
9:30 AM - 10:20 AM
Interactive: How to Make Livestreaming Work for Your Brand

Are you producing enough video and is it resonating with your audience? More than a billion people watch countless hours of video every day. Google has YouTube Live, Amazon has Twitch, Facebook has Facebook Live, Twitter has Periscope and Tumblr has teamed up with other platforms to allow livestreaming videos.

At this session, you’ll learn:

  • How each platform works and which features are important to understand
  • Whether it even makes sense for your brand to livestream content
  • How to create livestreaming videos that connect
  • Real-world examples of livestreaming success stories and duds
  • Reality check: Measuring the impact of your video against your business goals
Tuesday, May 23
9:30 AM - 10:20 AM
Shakers on a Panel: How to Align Your Brand With Facebook’s Top 3 Priorities

Facebook has gone on record with its top three business priorities: 1) capitalize on the shift to mobile 2) increase the number of brand marketers using its ad products and 3) make Facebook ads more relevant and effective. Nearly 75% of Facebook’s revenue comes from mobile advertising, which is why the company has squelched brands’ organic reach.

Our experts will teach you how to:

  • How to buy smart on Facebook by focusing on what you want people to do and what your business goals are
  • Keep costs low by choosing from a range of free or inexpensive still-image and video tools
  • Develop engaging content first, weave in brand positioning second, for both paid and organic posts
  • How to develop a cost-effective video strategy for Facebook, and find ideas for 15-second videos
  • Create eye-popping Facebook ads that strike the right balance between visuals and text
Tuesday, May 23
10:20 AM - 11:00 AM
Networking Break, Marketplace Showcase and Minute Clinics

Stop by the Relaxation Bar for strawberry and mango smoothies, a scoopful of healthy fare and network with your fellow social media practitioners. Also during this break, take time to meet the technology partners that can fuel your digital initiatives. As an added bonus, take a visit to the Minute Clinic where you can ask an expert any social media question that might be keeping you up at night.

Tuesday, May 23
11:00 AM - 11:50 AM
Case Studies: Creating a Content Marketing Strategy That Clicks for B2B, B2C and Nonprofit Organizations

During this session, we’ll share some of the most impressive content marketing strategies among your brand peers and how you, too, can take your digital storytelling to a level that really shakes things up.

Our experts will share:

  • The new rules of storytelling
  • Ways to create authentic and creative content
  • Tips on developing a multi-platform content strategy
  • How to manage the content distribution process
  • Editorial calendars you can use as templates for your own content marketing strategy
  • How to integrate video organically with your posts and messaging
  • Developing a mobile content plan that converts
  • Tracking ROI from your content marketing efforts
  • Partnering with the right media outlets and avoiding the traps
Tuesday, May 23
11:00 AM - 11:50 AM
Interactive: How to Take Your Twitter Strategy from Meh to Wow!

If your job is to support your brand’s business goals by communicating with stakeholders on Twitter, it’s on you to prove that this work is paying off with business results and that it’s tied to your overall marketing and communications strategy.

Among the topics we’ll cover during this highly interactive session include:

  • Examples of brands hitting it out of the park with their Twitter strategy
  • Identifying influencers and effectively engaging with them on this platform
  • Establishing business goals for paid Twitter posts and using tools to prove ROI
  • Setting measurable goals for your paid and organic Twitter strategy
  • Leveraging Twitter’s promoted tweets to maximize engagement and awareness
  • Using long-form direct messages to communicate with your customers, members and general followers
  • Using Twitters promoted Stickers
  • Developing a smarter integrated social strategy that includes Twitter, LinkedIn, Facebook, Instagram, YouTube and more
Tuesday, May 23
11:00 AM - 11:50 AM
Shakers on a Panel: Social Media Monitoring That Informs Your Business and Doesn’t Drain Your Time

Impacting an audience starts with understanding that audience. Easy enough, right? We know how hard it is; that’s why we’ve put together a killer panel to discuss real-time data and analytics, social listening, dashboards with impact, competitive intelligence tactics.

Our panel of experts will show you how to:

  • Set up a social listening campaign that works
  • Profile your audience – demographics and psychographics to understand customers’ unique wants and needs
  • Choose the best tools available for social monitoring
  • Use dashboard data to transform a campaign
  • Turn customer feedback into impactful initiatives
  • Convert conversations into sales
  • Leverage data to manage brand reputation
  • Know what types of data can dramatically improve marketing performance and reduce costs
  • Finding your competitors’ audience
Tuesday, May 23
12:00 PM - 12:50 PM
The Social Media Innovators Awards Luncheon

Join us for a delicious lunch and to celebrate the first-ever Movers & Shaker Awards, recognizing those in our midst who are blazing new trails in social media. In memory of The Social Shake-Up’s late founder, Robin Carey, we will award one deserving social professional the Social Entrepreneur of the Year Award.

Tuesday, May 23
1:00 PM - 1:50 PM
Case Studies: When the S-T Hits the Fan: Managing Crises on Social Media

How you handle a crisis can mean the difference between a short-lived stumble and a significant and lasting smear on your brand’s reputation. We’ll bring you case studies of organizations that have made lemonade out of lemons by employing best practices in digital communications.

You’ll hear:

  • Real-world examples of actual crises and how they were handled via social media
  • How to create a social crisis plan – and execute it
  • Key elements of your crisis plan (including what nearly every organization forgets to include!)
  • Social media monitoring tactics that keep you aware of potential crises while not derailing your time management goals
  • Clarifying roles and responsibilities among your internal departments
  • Post-crisis, how to rebuild trust, platform by platform
Tuesday, May 23
1:00 PM - 1:50 PM
Interactive: Innovating on Instagram

The average engagement per Instagram post has grown by 416% over the last two years. Is Instagram right for your brand? If it is right for your brand, you’ve got to find time to keep pace with its new features – it’s not surprising that so many brands can’t keep up with the changes. We’ll tackle these two topics and more during this interactive session.

In this session, you’ll learn:

  • How to engage with your Instagram community with visually compelling stories
  • How to prove ROI on this platform
  • Ways to use Instagram’s direct message feature to grow your brand
  • How to creatively and effectively use Instagram Stories
  • Use creative takeovers as an integral part of your influencer strategy
Tuesday, May 23
1:00 PM - 1:50 PM
Shakers on a Panel: Paid Social Strategies That Won’t Break the Bank

We’ll show you how to use promoted posts on social networks to reach your business goals, engage the largest possible audience and shake up the skepticism or your senior leaders – all without breaking the bank.

Our panel of senior marketers, digital experts and PR pros will discuss how to:

  • Choose where and when to spend your ad dollars by determining the best social platform, timing and content for your audience
  • Maximize lead generation using paid posts to drive and prove ROI
  • Use Facebook and LinkedIn as sponsored content distribution channels to showcase thought leadership and raise brand awareness
  • Be cost-conscious on a lean social budget – while evaluating which tasks are realistic to assign in-house and which goals might require outside support if pursue
  • Measure your results throughout a campaign’s life cycle, using tools like Google Analytics as well as audience data
  • Evaluate paid social against other forms of advertising that compete for budget dollars
Tuesday, May 23
1:50 PM - 2:40 PM
Caffeine Break & Partner Marketplace Tour

Rehydrate, connect with your fellow attendees and speakers and learn a thing or two in the Partner Marketplace.

Tuesday, May 23
2:40 PM - 3:30 PM
General Session: Creating a Powerful Narrative Through Storytelling

We’re bringing the Shake-Up community together for this general session because everyone attending needs to master the true art of storytelling on social.

Leaders from brands large and small will share:

  • How to discover the core of your narrative
  • What makes a compelling story
  • The importance of being creative and authentic
  • Pitfalls to avoid
  • Real-life examples of compelling narratives and ones that failed to connect
Tuesday, May 23
4:00 PM - 6:30 PM
Off-Site Tours with Shake-Up Friends

We’ve lined up three off-site activities for you to choose from, and we’re hoping you’ll partake in the opportunity to check out Atlanta with your Shake-Up peers!

  • Ponce City Market & Office Hop- Join us for a tour of this Atlanta gem, the Ponce City Market, which is chock-full of shops, restaurants and Atlanta-based companies with innovative digital strategies: Howstuffworks, General Assembly, Twitter and MailChimp.
  • Yoga- Looking for some flexibility in your life? Join your peers for Downward Dog and Savasana during this relaxing yoga session. Namaste!
Tuesday, May 23
7:30 PM - 9:30 PM
Rooftop Party

Cap off a busy day of networking and learning at our rooftop party at the top of the W. Light bites and drinks will be served, as you reconnect with peers and make new friends.

Wednesday, May 24

Wednesday, May 24
7:30 AM - 8:30 AM
Wake Up, Shake Up (Mindfulness in the Age of Technology)

In this session you’ll learn the essentials of mindfulness and flow, and how to apply them in a realistic way in your technology-filled life. You’ll leave armed with quick meditations you can do in the time it takes for Snapchat to load.

Wednesday, May 24
8:45 AM - 9:45 AM
Eggs Over Easy and a Panel of Millennials

Start your day with a hearty breakfast and straight talk from Millennials themselves as we bring together a group of 18- to 34-year-olds to share their social media habits, how they view brands likes yours and what they think is the next big thing in digital.

Wednesday, May 24
10:00 AM - 10:50 AM
Case Studies: Leveraging YouTube to Maximize User Engagement

YouTube videos are a great way to connect with and expand your audience. Your content needs to be catchy, creative and engaging. Come to this session to view YouTube content that works, and learn how your brand can use video to great effect.

In this session we’ll:

  • Show you examples of brands that have effectively produced high-impact video
  • Teach you how to create a compelling and cost-effective video strategy for YouTube
  • Give you the only tips you’ll need to optimize your YouTube videos with keywords, title tags and descriptions to make your content easier to find
  • Make better use of YouTube Analytics to stay on top of your video strategy
  • Repurpose existing video content for YouTube
  • Help you maximize your ROI on YouTube and other video platforms
Wednesday, May 24
10:00 AM - 10:50 AM
Case Studies: Social-Selling Success Stories From B2B and B2C Brands

This session will focus on the metric dearest to the hearts of CEOs and CMOs – sales. We’ll share success stories from B2B and B2C brands that use LinkedIn, Facebook, Twitter, Pinterest and Tumblr to interact with existing and potential customers and investors, and how those interactions have produced leads for Sales and Marketing.

You’ll learn about:

  • Building trust and sharing content that matters to your brand’s potential customers
  • Finding the right people to connect with on social platforms, with sales leads in mind
  • Discovering valuable information about potential customers on LinkedIn and Facebook
  • Responding authentically to a potential customer’s social media or blog post
  • Reporting your social-selling success to senior leaders
Wednesday, May 24
10:00 AM - 10:50 AM
Interactive: How to Squeeze More Organic Reach Out of Social

Organic search is shrinking as networks like Snapchat, Facebook and others ramp up their paid channels. It is increasingly tough to get traffic through organic reach. What are the tools and techniques you need to show up in organic search?

Our panel of experts will tell you:

  • Tricks and tactics to conquer organic search
  • How to balance organic with paid reach
  • Real-world examples that show how innovative thinking won the organic reach game
  • How to position your content to drive search
  • How to mine internal site search data
  • How to write effective back-end mega descriptions
Wednesday, May 24
10:00 AM - 10:50 AM
Panel: How to Be Social in a Regulated Industry

While some industries such as legal, financial services and healthcare face stricter standards when it comes to social, it doesn’t mean that you have to sit on sidelines.

Our panel of industry insiders will discuss:

  • Legal and regulatory rules around social media
  • How to be creative on social without breaking industry regulations
  • Crafting an innovative content strategy across multiple platforms
  • Which channels are best suited for your industry and your message
  • How to compete against paid social posts when your organization forbids putting money behind social media
Wednesday, May 24
10:50 AM - 11:15 AM
Networking Break and Minute Clinic

Grab a cup of joe and mingle with your social peers. The Minute Clinics will be in session so you can ask an expert a social media question or two.

Wednesday, May 24
11:15 AM - 12:05 PM
Case Studies: Campaigns With a Conscience: From #LoveWins to #BlackLivesMatter

This session will explore ways in which brands are raising awareness of social issues, taking stands and engaging their audience on behalf of charitable causes. We’ll look at the wins and the mistakes.

In this case study you’ll learn:

  • How to create a socially and culturally relevant campaign without pandering
  • What not to do when creating an inclusive campaign
  • Real-life examples of social good campaigns that have succeeded and those that missed the mark
  • How your audience determines which methods will resonate most
  • The key questions to ask before lending public support
  • The key components of a successful social good campaigns
Wednesday, May 24
11:15 AM - 12:05 PM
Case Studies: Brands as Customer Communities: What’s In It for You? (Everything!)

Learn what separates brands that use social for all touchpoints from those that use it just for customer care or marketing messages. You’ll get case studies from forward-facing organizations whose customer communities deliver powerful strategic value.

You’ll learn:

  • What digital competitive advantage means to brands
  • How online communities work
  • Identifying obstacles to success (and the methods to overcome)
  • How brands plan to leverage digital engagement and communities to impact business in the future
  • The measures and metrics being used to track the impact of communities on sales, services, marketing, supply chain, product development, partner and client relationships and buyer journeys
Wednesday, May 24
11:15 AM - 12:05 PM
Interactive: Social Media as Transaction: The Keys to a Social Commerce Strategy

Social commerce revenue was $14 billion in the U.S. in 2015, and that number is expected to triple by 2020. To increase customer retention and build brand loyalty, companies need to understand the complexities of social commerce to maintain customer engagement after the initial purchase.

Our panel of experts will discuss:

  • How to connect your social strategy to revenue
  • How companies can turn to their customers for inspiration and product
  • How curated shopping can help your customers engage with your
  • Examples of brands selling products and services on Facebook, Twitter and other Instagram
  • Pinning for Sales: What you need to know about Pinterest
    How to craft better social shopping experiences
  • Real-world examples of successful e-commerce campaigns
  • Tool and technologies that can accelerate your social commerce strategy
Wednesday, May 24
11:15 AM - 12:05 PM
Shakers on a Panel: One Big Happy Family? Integrating PR, Marketing & Sales Effectively

While Social has been a catalyst in breaking down the silos among sales, PR and Marketing teams, there are still logistical and budgetary considerations to be worked out. If you’re going to shake things up in your organization, it most likely begins with how you address your Sale, Marketing and PR structure.

You’ll learn:

  • What an integrated communications team looks like
  • The key to developing an integrated budget for your digital campaigns
  • How to deploy resources effectively
  • Secrets to a successful division of labor while fostering collaberation
  • Examples of innovative and disruptive campaigns from a combined PR and marketing staff
Wednesday, May 24
12:15 PM - 1:15 PM
Networking Lunch & Taste of the Future

Gather in the main room for delicious Southern fare and engaging conversation with your peers on what’s shaking up the future of social.

Wednesday, May 24
1:20 PM - 2:15 PM
Interactive: Everything You’ve Wanted to Know About Influencers But Were Afraid to Ask

In this session, you’ll first learn how to define and identify influencers in your market. Then we’ll show you how to effectively communicate to influencers across the social platforms.

Real-world influencers and their brand partners will discuss:

  • Potential pitfalls to influencer campaigns
  • Influencers’ big pet peeves
  • Different models of compensation
  • Legal considerations
  • What works – and what doesn’t – when creating an Influencer social campaign
  • Real-world examples of successful influencer campaigns
Wednesday, May 24
1:20 PM - 2:15 PM
Panel: Star-Making Blogging and Podcasting Strategies

Learn what it takes for bloggers and podcasters to shake up perceptions of their brand – and what success looks like in business terms.

Our experts will discuss:

  • Researching and organizing your blog strategy and determining what will make your blog content interesting and discoverable
  • Designing your blog with your user in mind
  • Determining post frequency and management
  • Choosing the appropriate platform for your brand’s blog
  • Tumblr: Do’s and Don’ts
  • How to determine if podcasting is right for your brand
  • Cost-effective podcasting tools
  • Distribution strategies
  • How to develop a measurement strategy for your blogs and podcasts
Wednesday, May 24
2:15 PM - 3:30 PM
Birds of a Feather Roundtables

Choose among topics decided in advance by you, the attendee, for this one-hour roundtable session moderated by our distinguished speaker faculty where you’ll get to pick 3 topics to brainstorm with your peers.

  • Among the topics:
  • Building the Digital A-Team
  • Social on a shoestring budget
  • Media Relations in the social age
  • Paid social
  • Marketing automation
  • Video secrets
  • SMB strategies
  • Strategies for nonprofits
  • Employee advocacy

Each roundtable will last 15 minutes and you pick three!

Wednesday, May 24
3:35 PM - 4:15 PM
How to Tell Your Brand’s Story on Social for Fun and (not Necessarily Obvious) Profit

Artist, entrepreneur and social media personality Shaun McBride, better known by his online handle Shonduras, lives at the intersection of fun content and social media. A self-described “professional fun haver,” Shaun is living proof of how to grow a dedicated following by making people smile.

In this keynote, Shaun will discuss how to build a brand by leveraging platforms like Snapchat, YouTube and Facebook to create authentic content that keeps people’s attention—and keeps them coming back for more. Shaun will look at best practices in social storytelling, the power of video and the most effective ways to reach millennials and Gen Z. You won’t want to miss this high-energy, high-impact keynote.

Wednesday, May 24
4:15 PM - 5:00 PM
Closing Reception

Raise a glass to celebrate new friendships, new business contacts, and all of the new knowledge and insights you’ve acquired at The Social Shake-Up 2017.

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