May 7-9, 2018 | Marriott Marquis Atlanta
REGISTER
Join us as we redefine what social media means for your business, your brand, your future.

Program

Monday, May 7

Monday, May 7
1:00 PM - 4:00 PM
Consumer GPS: Use Customer Journey Mapping to Pinpoint More Profit

Understanding the factors that guide consumer behavior—from initial contact to engagement to long-term relationship—is the Holy Grail for most marketers, customer service professionals, communicators, salespeople…and pretty much every facet of a B2C or B2B brand. But to really understand how a consumer experiences your product, you need to walk a mile in their shoes. This workshop is all about discovering what motivates your customers, what they see when they look at your brand and how to remove friction from the process.

Attend this pre-conference workshop and learn:
How customer journey maps can be developed for an entire customer lifecycle
New ways of mapping your customers across social channels to gain a better understanding of their behaviors
How to develop a strategy roadmap to address 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

Monday, May 7
1:00 PM - 4:00 PM
SEO Workshop: How to Rev-Up Rankable Content That Makes Search Engines Purr

The rules of SEO are always evolving, making yesterday’s best practices obsolete. Don’t be left behind! In this session, our SEO trainers will teach you how to produce words and images that raise your online profile, position your site as definitive and keep your audience coming back for more. This pre-conference workshop will grow more advanced as it proceeds, beginning with the basics and ending with a master class.

You’ll learn:
The latest changes to Google’s algorithm and how it impacts your content
How to analyze your website to determine whether it’s optimized for search
Why long-form content offers a great opportunity to capture attention
How to manage the content optimization and distribution process
How to prepare for the coming age of voice search

Monday, May 7
1:00 PM - 4:00 PM
Taking Your Podcast From Plan to Production to Playlist Powerhouse

For years, podcasting was overshadowed by other forms of emerging media, but its momentum continues to grow. More than 112 million Americans have listened to a podcast in the last year—with about 42 million tuning in weekly—an 11% increase from 2016. Many brands are jumping into podcasts with gusto, using them as a dynamic form of content marketing to attract new customers. But do you have the right recipe for success?

In this workshop, our panel of podcast trainers will start with how to prepare for going live, then illustrate how to produce a compelling podcast, and finally, how to grow an audience and position your podcast for world domination.

Attend and you will learn:
The most cost-effective equipment and tools for producing podcasts
The kinds of content that resonates the most with listeners
How best to promote and drive traffic to boost your subscriptions
How to generate and develop ideas for a pipeline of future episodes
Examples of successful brand podcasts—and how you can do the same

Monday, May 7
1:00 PM - 4:00 PM
Word Up: Writing Skills for Social Media and Beyond

No matter how good of a writer you are, you can always be better. Most of us aren’t born with a Shakespearian capacity for language, yet, so much of a communicator’s personal and professional success depends upon the written word. Whether you’re crafting a tweet, working in a brand newsroom or writing a press release, your ability to convey a message efficiently and effectively will determine whether you reach your target audience or get lost in the vacuum of yesterday’s news.

In this workshop, our writing trainers will teach you:

How to deploy the correct style and voice on different social media platforms to resonate with your audience
Identifying and correcting common grammar mistakes
Crafting email pitches that will grab a journalist’s attention
Simplifying your language to avoid unnecessary complexity and industry jargon
Writing press releases that even the most overworked journalist will pick up

Tuesday, May 8

Tuesday, May 8
8:30 AM - 9:30 AM
Opening General Session/Kick-Off Keynote
Tuesday, May 8
9:40 AM - 10:30 AM
Case Studies: When All Hell Breaks Loose: Crisis Communication on Social Media

Online conversations about your brand happen around the clock, so how you use social media to respond to a crisis can make all the difference between minimizing the damage or going viral for all the wrong reasons. Yet according to the Incite Group, only 53% of businesses use social for reputation management. Here, crisis experts will share examples of how to closely manage your brand’s online reputation, prepare digital assets ready to deploy at a moment’s notice and deftly vary your response depending on the social media platform.

You’ll learn how to:
Use live-streaming video to mitigate a crisis
Create social posts, emergency websites and other digital assets in anticipation of a crisis
Build a social media and organizational command structure that keeps messaging precise and consistent
Employ social media listening tactics that efficiently keep you aware of potential crises
Ensure a unified response via talking points and employee social media guidelines

Tuesday, May 8
9:40 AM - 10:30 AM
Interactive: How to Craft Killer Tweets That Leap Out in a Crowded Stream

Thumb-stopping content—we all strive for it on Twitter. You can rack up vanity metrics, such as impressions, all day long, but the real magic of the platform is in engagement. So, what kind of tweets are winning the war for attention? What brands are absolutely killing it on the platform, and how can you apply their wisdom to your account? In this highly interactive session, Twitter insiders and top brand communicators will demonstrate how to stand out in an ever-changing stream.

You’ll learn:
How to create videos and images that command attention on the platform
Creative ways of using targeted interest areas to grow your following
Proven strategies for translating analytics into better content
How to inject humor and a little attitude into your brand’s account
Real-world examples from top brands of tweets that surpassed expectations
How best to use those 140 characters to convey your message

Tuesday, May 8
9:40 AM - 10:30 AM
Shakers on a Panel: Grow Your Own: 5 Ways to Extend Organic Reach in a Pay-to-Play World

Is organic reach really dead, as so many industry prognosticators say? Not by a long shot. There are still plenty of tactics to drive eyeballs to your content without spending a dime. And in this Q&A session, our content marketing experts will share their secrets of organic success and answer any questions you have about how to make your content dance on social media and beyond without having to pay the fiddler.

You’ll learn how to:
Craft highly shareable content with appeal beyond your target audience
Speak the emotional language of images to capture attention
Develop a cross-platform strategy and distribution process
Produce targeted crowdsourced content that engages a community
Case studies of innovative content that never needed to be boosted

Tuesday, May 8
10:30 AM - 10:55 AM
Networking Break
Tuesday, May 8
11:00 AM - 11:50 AM
Case Studies: Dashboard Derby: The KPIs That (Accurately) Define Social Media Success

Trying to separate the signal from the noise when it comes to measurement can be a daunting task. There is so much data at your disposal, so many metrics to consider, that it’s tempting to try and embrace it all—but that way madness lies. At this session, analytics experts will illustrate how to identify the metrics that matter most in measuring the effectiveness of your efforts—and how to communicate your social media success to senior leaders.

You’ll learn how to:
Measure the impact your marketing efforts have on your company’s bottom line
Use native and third-party analytic tools for Facebook, Twitter, Snapchat and Instagram
Limit what you measure and get to the metrics that really matter
Decide not only what to measure, but who to measure
Distinguish between measurement and analysis,
Use your findings to influence a data-driven marketing and PR strategy

Tuesday, May 8
11:00 AM - 11:50 AM
Interactive: Snaps that Pop: How Top Brands Use Snapchat to Blend In and Stand Out

Snapchat, with the ephemeral nature of its here-today-gone-tomorrow content, can trick some communicators into thinking the planning they put into each snap should be just as brief. But a detailed strategy can be the key to making your snaps burn bright before they fade away. There are myriad brands seeing success on Snapchat, but each brand must find the style that’s right for it. This panel’s experts will illustrate what success looks like on Snapchat and how you can achieve it.

You’ll learn how to:
Use the platform’s latest features
Fit Snapchat into a larger cross-platform strategy
Repurpose content elsewhere on the web so that your snaps don’t go to waste
Determine the best frequency and cadence you should snap with
Strategize and design paid geofilter campaigns that make the most of a small budget

Tuesday, May 8
11:00 AM - 11:50 AM
Shakers on a Panel: The New Rules of SEO: Crafting Content That Dances to Google’s Algorithm

Content truly is king with Google. One of the search engine’s main considerations in assessing a site’s relevance is the quality of the content found within—to be a top-ranked site, you have to offer the best content. In this session, our panel of content creators and SEO experts will teach you how to produce words and images that raise your online profile and keep your audience coming back for more.

You’ll learn how to:
Optimize the content that matters most to your audience
Align your website with Google’s new algorithm
Understand and enhance the user experience of your mobile site
Use the latest tools to uncover new SEO opportunities
Amp-up the speed, quality and appearance of your site for higher ranking

Tuesday, May 8
12:00 PM - 1:30 PM
Movers & Shakers Awards Lunch

Join us for a delicious lunch and to celebrate the Movers & Shakers Award winners, 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 also award one deserving professional the Social Entrepreneur of the Year Award.

Tuesday, May 8
1:40 PM - 2:30 PM
Case Studies: Instagram ROI: Low-Cost Visual Storytelling Tactics (That Look Expensive)

Instagram now has more than 700 million monthly active users—easily surpassing Snapchat and more than twice the user base of Twitter. The platform’s rapid growth offers brands a great opportunity for visual storytelling—but it can be challenging to keep pace with its constant evolution. In this session, we’ll look at case studies that illustrate how Instagram can humanize your brand, build affinity and engage with your target audience.

You’ll learn:
Key Instagram KPIs including conversions, follower growth, engagement and click-through rates
Creative ways to use Instagram’s direct messaging feature
The most effective ways to use filters and video on the platform
Examples of Instagram posts that rocked—and some that fell flat
When and how to use Instagram stories

Tuesday, May 8
1:40 PM - 2:30 PM
Interactive: The Un-Session

The Un-Session is user-generated content in the flesh. During this session, you’ll join a cross-section of the day’s top speakers for a spirited, informal chat free of PowerPoint presentations and case studies but heavy on interaction. Every member of the audience can become a part of the show by asking burning questions and sharing their challenges—as well as their knowledge—with other members of the Shake-Up community.

Tuesday, May 8
1:40 PM - 2:30 PM
Shakers on a Panel: Under the Influence: Activating Macro and Micro Influencers for Maximum Effect

More than 90% of consumers trust word-of-mouth and user-generated content more than traditional advertising, according to Nielsen. So, it’s no surprise that influencer marketing has become an integral part of many communication strategies. But it’s a young field and the rules of play are still being ironed out. What is the ROI of influencer marketing? What’s the best way to seek out and build rapport with brand ambassadors? In this panel, we’ll offer proven strategies for achieving a multiplier effect on your content through influencers who inspire consumers on multiple channels.

You’ll learn how to:
Identify and engage the influencers most important to your audience
Tailor your content strategy to a specific social media platform
Use analytics to evaluate the cost-effectiveness of influencer marketing
Manage and assist influencers throughout the content creation process
Draft an influencer collaboration agreement

Tuesday, May 8
1:40 PM - 2:30 PM
Social Jams: How 360 Video and VR Can Delight, Engage and Drive Brand Awareness

Immersion will drive the next wave of video. Both 360 video and virtual reality offer a different kind of canvas for brand storytelling, each with their own strengths and weaknesses. The possibilities are enticing and seemingly endless, but we’re still in the early innings. So, which brands are already using these technologies to great effect, and what can we learn from those early adopters? How will these experiential forms of video shape brand storytelling for years to come? Find out here.

Tuesday, May 8
2:40 PM - 3:30 PM
Birds of a Feather Roundtables

During this general session, you’ll network and brainstorm with your peers about issues specific to your organization and yourself, with a choice of 10 roundtables grouped by company size and type in a free-form, moderated discussion. The roundtables will proceed in two 20-minute durations, allowing attendees to sit in on a couple of separate topics, and at the end, the moderators will share one key “Shake-away” from each group with the audience.

Choose from:
Nonprofit
Government
B2B
B2C
Small organizations
Large organizations
Marketing
Traditional PR
Beginning Social Media Pros
Advanced Social Media Pros

Wednesday, May 9

Wednesday, May 9
7:30 AM - 8:30 AM
Breakfast
Wednesday, May 9
8:30 AM - 9:20 AM
General Session: When Brands Take a Stand in a Highly Polarized Age

More than half of Americans believe companies should engage around issues of socio-political relevance, but is it right for your brand? This session will explore ways in which brands are raising awareness of social issues, taking stands and engaging their audience on behalf of specific causes. We’ll look at the wins and the mistakes.

You’ll learn:
What’s needed to create a socially and culturally relevant campaign without pandering
The key questions to ask before taking a stand
Real-life examples of campaigns that have succeeded and those that missed the mark
How to back the campaign with meaningful action

Wednesday, May 9
9:30 AM - 10:20 AM
Case Studies: Snapchat vs. Instagram Stories: The Debate

Not all platforms are created equal. In this session, advocates of each platform will debate which is the best fit for your brand. We’ll use real-world examples to look at the common attributes of successful Stories on each platform—but more importantly, we’ll parse the factors, such as user base, ease-of-use and functionality, that make each platform distinct, with a point/counterpoint format. Confused about which channel to use? You won’t want to miss this session.
You’ll learn:
The demographic considerations in choosing which platform is right for your brand
Key differences in each platform’s functionality and ease-of-use
The most important KPIs for measuring the success of your stories
Real-world examples of stories that resonated on each platform
How to strike the right tone for your audience

Wednesday, May 9
9:30 AM - 10:20 AM
Interactive: Bot Chat: How Artificial Intelligence Will Revolutionize Marketing

While chatbots are the most prominent example of AI in practice, that’s just scratching the surface. The technology holds the promise of helping communicators do things they lack the capacity to undertake themselves, such as using predictive analytics to target messages with even more specificity than is done today. In this interactive session, our panelists will look at how some brands are employing AI-based chatbots, and will also take out their crystal balls to detail the AI revolution to come.

You’ll learn:
Which brands are finding success with chatbots, and how they’re using them to connect directly with audiences
How to give your bot a human, conversational voice
Where to find the resources needed to build your own Facebook Messenger bot
Where is AI heading?
Common pitfalls to avoid via case studies of what not to do with chatbots

Wednesday, May 9
9:30 AM - 10:20 AM
Shakers on a Panel: All in the Family: Integrating Marketing, PR and Sales, Without a Ruckus

Ask a salesperson what their social strategy is, or even what social media means to her profit goals and she will probably give you a completely different answer than the PR or marketing manager within the same organization. Silos have always existed but are harder to ignore today because the connected customer expects a unified experience. So how can you build a truly integrated communications team? Our panel of silo-busters will discuss how their organizations successfully integrated and how you can too.

Wednesday, May 9
9:30 AM - 10:20 AM
Social Jams: Short-Form Video: Making an Impression in 10 Seconds or Less

As attention spans shrink, the fight for relevance online has never been fiercer. The 60-second video is becoming less effective as brands instead embrace the quick-hit tactics of a 10-second (or less) clip. Engagement rates are much higher the shorter the video, but this compressed timeframe presents a new challenge for communicators: How can your content marketing say more in less time? How can you cut through the social media clutter to deliver short-form videos that make a deep impression?

In this panel, you’ll learn:
Which social media platforms are best suited for your target demographic
The visual storytelling elements that immediately connect with viewers
How to measure results and communicate success to senior leaders
How to entertain and inform without sacrificing brand awareness
Pro recommendations for editing tools and equipment

Wednesday, May 9
10:30 AM - 10:50 AM
Networking Break
Wednesday, May 9
11:00 AM - 11:50 AM
Case Studies: Social Selling Success: How B2C and B2B Brands Can Master the Customer’s Digital Journey

For many businesses, leads and sales are primary KPIs. But before you can track sales, you have to generate them—and standing out from the crowd on social media is no easy task. You need to know who your audience is and what platforms they’re using. You need to blend in by using the platform the way your consumers do. And beyond all of that, you need to understand, and become a part of, their path to purchase. In this session, we’ll focus on how top brands are using social to pump up the metric dearest to your CEO’s heart—sales.

You’ll learn how to:
Close the gap between sales and marketing efforts
Decide which networks to emphasize
Strike the right tone between persuasive and pushy
Examples of brands selling on Facebook, Twitter and Pinterest
Repurpose your content, and user-generated content, to build brand equity
Use LinkedIn to acquire valuable info about potential customers

Wednesday, May 9
11:00 AM - 11:50 AM
Interactive: Shhhhh: How to Use Social Listening to Sharpen Your Content

When it comes to social listening, it can be difficult to cut through the noise. While many analytics tools attempt to measure sentiment—to quantify how positive or negative a social media post or engagement is received—it has proven to be an elusive metric. So, what’s the best way to monitor your brand’s activity and translate that information into better content and a bigger following? Our panel of expert communicators will show you how to:

Translate real-time data and analytics into actionable initiatives
Get a handle on your brand’s reputation on all of the major social channels
Use social listening tactics as an early crisis warning system
Strike the right tone in responding to complaints and compliments—and decide whether it’s worth it
Employ visual social listening strategies for images and videos

Wednesday, May 9
11:00 AM - 11:50 AM
Shakers on a Panel: Prove Yourself: 5 Ways to Win Budget for Social From Skeptical Senior Leaders

Many social media teams lament that they don’t have enough budget, headcount or support to have a real impact on the business—but first, they need to connect the dots. Your senior leaders don’t care about likes and retweets, they care about impact on business results. In this session, you’ll take away five proven strategies of how to frame the discussion and speak their language to get more headcount and budget for social.

You’ll learn how to:
Demonstrate the impact your efforts have on your company’s bottom line
Produce a compelling measurement report that clearly communicates the ROI of social
Set realistic KPI goals—and exceed them
Tell your story and manage expectations from senior leaders and clients
Use native and third-party analytic tools for Facebook, Twitter, Snapchat and Instagram

Wednesday, May 9
11:00 AM - 11:50 AM
Social Jams: How I Won the Hearts of Millions of Fans Through My Podcast

The oral tradition is alive and well. Many brands have jumped into podcasting with gusto, and many more are waiting in the wings. But how many brands are doing it well and in a way that impacts their bottom line? In this session, popular podcasters will discuss the challenges and opportunities of audio storytelling, how to balance business objectives with content, and how to build an audience that keeps coming back for more.

You’ll learn how to:
Generate content ideas for your podcast
Use qualitative and quantitative metrics to make your podcast more effective
Record, edit and promote your podcast
Choose the best hardware and software—for the right price
Schedule content to ensure consistency and relevance
Use iTunes, Soundcloud and other platforms to extend your reach

Wednesday, May 9
12:00 PM - 1:00 PM
Networking Lunch
Wednesday, May 9
1:10 PM - 2:00 PM
Case Studies: Paid Social Strategies That Won’t Break the Bank

In an era of severely limited organic reach, a paid social strategy that optimizes your budget—and proves its value—is critical. But how can you best use promoted posts to reach your business goals without breaking the bank? What are the most effective paid strategies and how do they differ for Facebook, Twitter, Instagram and Snapchat? In this session, communicators will walk you through the content strategies that have produced the best ROI for each platform.

You’ll learn how to:
Determine the most effective platform for your message
Create custom audiences and use interest areas to reach new users
Measure the ROI of your paid campaign, and communicate that to the C-suite
Test different creative elements and target audiences before you buy
Use marketing automation to ensure you hit your ROI

Wednesday, May 9
1:10 PM - 2:00 PM
Interactive: Why You Need to Build a Real Time Brand Newsroom Right Now

Your brand’s best stories should no longer be contained by traditional communications paths. The press release, while still expected and powerful in some instances, is connecting with an ever smaller audience. Rather than holding out hope that journalists will write stories about your company and its people and priorities, more brands are simply writing it themselves. In this panel, we’ll hear from communicators whose brand newsrooms are models to emulate.

You’ll learn how to:
Engage audiences by seeding content through social, email and paid distribution
Create an editorial calendar to consistently develop fresh stories for journalists and customers
Create an online space that’s the definitive resource for company information and news
Build a team that can respond to real-time opportunities and news events
Create a measurement strategy to understand what content is effective

Wednesday, May 9
1:10 PM - 2:00 PM
Shakers on a Panel: Marketing Automation: The Good, the Bad and the WTF

Automating repetitive tasks can make a marketer’s life a dream by converting prospects into customers, and customers into fans, with useful content and personalized messages. But that dream can also quickly turn into a nightmare when brands look at automation as a quick fix without seeing how such tactics fit into a larger overall strategy. In this session, marketers will discuss their automation successes and lessons learned—and the mistakes they made (so you don’t have to).

Wednesday, May 9
1:10 PM - 2:00 PM
Social Jams: 10,000 Followers and Growing: Vloggers and Bloggers Reveal Secrets of Solo Success

Learn from top video personalities and all-star bloggers about how they found their voice and their audience. Whether you’re looking to take the blogs or vlogs of your company’s leadership to the next level or are interested in growing your own personal brand, you won’t want to miss this spirited session of pro tips and tricks from some charismatic characters that were born to be viral.

You’ll learn how to:
Choose the appropriate platform for your brand’s blog or vlog
Determine post frequency and management
Generate serialized and one-off content that captivates your target audience
Drive traffic and make your vlog or blog easily discoverable
Create buzz around your content through targeted promotion

Wednesday, May 9
2:10 PM - 3:00 PM
Case Studies: Multiplier Effect: How to Spin Employee Engagement Into Marketing Gold

Your employees can form a powerful network of brand ambassadors, offering a multiplier effect of content on social media. But employee advocacy programs require much more than just log-in information—you need to set and communicate clear objectives, align the right resources and build a corporate culture that encourages such a multiplier effect. Whether you’re just starting a program or are looking to refine a current one, you won’t want to miss this session of social media HR pros offering real-world case studies of success.

In this session, you’ll learn how to:
Create and educate staff on social media guidelines
Get employee and executive buy-in
Identify the best candidates in your workforce for account takeovers
Track the right metrics to measure effectiveness and adjust on the fly
Build and motivate your team of ambassadors

Wednesday, May 9
2:10 PM - 3:00 PM
Interactive: The Un-Session

The Un-Session is user-generated content in the flesh. During this session, you’ll join a cross-section of the day’s top speakers for a spirited, informal chat free of PowerPoint presentations and case studies but heavy on interaction. Every member of the audience can become a part of the show by asking burning questions and sharing their challenges—as well as their knowledge—with other members of the Shake-Up community.

Wednesday, May 9
2:10 PM - 3:00 PM
Shakers on a Panel: Army of One: How Small Organizations Can Cover the Social Waterfront

Producing great content takes resources as well as time, and time is money. For many small organizations, the social media team is an army of one, tasked with trying to be all things on all platforms. In this session, social media pros from smaller organizations will discuss how they overcome the challenge of being a one-person department, and the strategies and tactics they employ to make sure their brands are well represented, and responsive, across the social media universe.

You’ll learn how to:
Crowdsource video clips and other user-generated content
Identify and employ brand ambassadors
Create cost-effective content via royalty-free images and sounds
Automate some previously time-consuming tasks
Effectively clone yourself

Wednesday, May 9
2:10 PM - 3:00 PM
Social Jams: Digital TLC: Using Social Customer Care to Win Brand Loyalists

There’s no such thing as an offline experience anymore—with all social media activity being public for the world to see, it’s more important than ever to monitor all interactions and respond in the right way. In many ways, social media is the new customer call center—and customer service is the new marketing. In this session, some of the most influential practitioners of social customer care will offer insights into the way they handle issues great and small—and how you should to.

You’ll learn how to:
Effectively manage your brand’s customer service on social media sites
Use social care as a modern-day customer call center
Use bots and messaging apps to improve your customer service
Build the right social media customer service team
Identify the customer experiences that will get amplified on social media
Encourage your customers to leave online reviews

Wednesday, May 9
3:10 PM - 4:10 PM
Birds of a Feather Roundtables

During this general session, you’ll network and brainstorm with your peers, with a choice of 10 topics, from crisis management to Snapchat, in a free-form, moderated discussion. The roundtables will proceed in two 30-minute durations, allowing attendees to sit in on a couple of separate topics, and at the end, the moderators will share one key “Shake-away” from each group with the audience.

Among the topics:
Podcasting
Crisis management
Social media analytics
Media relations
Paid social
Video
Facebook
Twitter
Snapchat
Instagram

Wednesday, May 9
4:10 PM - 4:50 PM
Closing General Session/Shake-up Finale: What’s Next? Social Media Tactics That Will Define 2019

No Results.

At The Social Shake-Up