MENU
May 7-9, 2018 | Marriott Marquis Atlanta
May 7-9, 2018 | Marriott Marquis Atlanta
REGISTER

Program

Monday, May 7

Monday, May 7
11:00 AM - 4:00 PM
Registration Opens
Monday, May 7
1:00 PM - 4:00 PM
How to Plan and Execute a Live Stream That Drives Engagement

Many B2C, B2B and nonprofit brands have recognized the power of live video to communicate spontaneously and authentically with its audience. But with so many platforms to choose from—including Facebook, Periscope, Instagram and Snapchat—it’s difficult to know which is best for your audience and message. And choosing a platform is just the first step. With so many brands clamoring for attention, communicators must differentiate their broadcasts and move beyond vanity metrics to focus on getting viewers to comment, share and convert over to owned channels.

In this interactive workshop, we’ll dive into the process of planning to go live and the the tools and tips needed to execute an excellent live stream.

In this workshop, you’ll learn how to:

  • How to drive engagement on a live stream
  • Which platforms (e.g., Facebook, Periscope, Instagram, Snapchat) work best for different communications goals
  • Lessons, mistakes and wins brands have taken away from previous broadcasts
  • Tactics for successful Facebook Live broadcasts on a shoestring budget with a skeleton crew
  • Pros and cons of promoting long in advance vs. using data to pick the perfect time and frequency to broadcast without warning
  • How to plan for every contingency whether you’re streaming live from events or HQ
Monday, May 7
1:00 PM - 4:00 PM
How to Use Customer Journey Mapping to Get a Leg Up on the Competition

Mastering the nuances of consumer behavior—from initial contact to engagement to a long-term relationship—is the Holy Grail for marketers, customer service professionals, communicators, salespeople across B2C or B2B brands. But to truly grasp how a consumer experiences your product, you need to walk a mile in their shoes. This workshop is all about uncovering consumer motivations and perceptions, and then removing friction from the process to best position your brand for success.

Attend this pre-conference workshop and learn how to:

  • Develop customer journey maps that span an entire customer lifecycle
  • Embrace new ways to map and understand customer behavior across social channels
  • Develop a strategy roadmap to address customer experience challenges
  • How customer journey maps can be developed for an entire customer lifecycle
  • Leverage 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 to Make Search Engines Purr

The ever-evolving rules of SEO make 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. Don’t be left behind! Successful SEO tactics can supercharge your career and take your company’s strategy to the next level!

You’ll learn how to:

  • Ideate, create and promote awesomely brilliant content to earn links in 2018
  • Increase search relevancy using social media engagement
  • Establish holistic, cross-functional corporate SEO
  • Leverage Google’s changing algorithm to favor your content
Monday, May 7
1:00 PM - 4:00 PM
Taking Your Podcast From Plan to Production to Playlist Powerhouse

Podcasting’s momentum continues to grow, 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 to tap into the more than 112 million Americans who listen to podcasts every year?

In this workshop, our panel of podcast trainers will teach you to go live, illustrate how to produce a compelling podcast, and finally, offer vital tips on growing your audience and positioning your podcast for world domination.

Attend and you’ll learn how to:

  • Choose the best hardware and software—for the right price
  • Produce content that resonates the most with listeners
  • Promote and drive traffic to boost your subscriptions
  • Generate and develop ideas for a pipeline of future episodes
  • Employ the best practices of successful brand podcasts—and how you can do the same
Monday, May 7
5:00 PM - 6:30 PM
Opening Reception

Meet new people, reunite with friends and enjoy Southern fare and cocktails.

Monday, May 7
7:00 PM - 9:00 PM
Dutch Dine-Around

Tuesday, May 8

Tuesday, May 8
7:00 AM - 9:30 AM
Registration
Tuesday, May 8
8:30 AM - 9:30 AM
Opening General Session/Kick-Off Keynote: How to Win Fans & Influence Consumers Through Visual Storytelling

As organic reach becomes a thing of the past and the world moves from mobile-first to mobile-only, what kinds of storytelling tactics are winning the day?

This spirited opening keynote will kick off with Brian Fanzo, CEO of iSocialFanz, who’ll talk about how to win fans and supercharge your brand’s storytelling through live video, as well as the implications of a post-organic Facebook.

We’ll also hear from Facebook’s Jason Dailey, who works with top brands on how to drive business outcomes on the platform. Jason will discuss what Facebook’s move to meaningful interactions means for brands; how the visual elements of social media are redefining narrative forms; and how brands can optimize their content for a mobile-only world.

Tuesday, May 8
9:40 AM - 10:30 AM
Deep Dive: When All Hell Breaks Loose: Crisis Communications on Social Media

Online conversations about your brand happen around the clock, and your savvy use of social media can make all the difference. Yet according to the Incite Group, only 53% of businesses leverage the full power of 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 match your response to the social media platform. But the word “crisis” extends far beyond reputation: We’ll also talk about how best to use social to communicate during natural disasters such as hurricanes and tornados.

You’ll learn how to:

  • Master 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 warn you of potential crises
  • Craft 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 and Use Twitter to Surprise & Delight

Thumb-stopping content: It’s what we all strive for on Twitter. But what kind of tweets are winning the war for attention and what brands are absolutely killing it on the platform? In this highly interactive session, Twitter’s Nina Mishkin—who works with Fortune 100 brands on how to “win the moment” on the platform—will illustrate what it takes to stand out in an ever-changing stream. And Hilton’s Sabrina Callahan will give a behind-the-scenes look at the popular @HiltonSuggests program, which will field tweets from audience members looking to find out what’s hot in Hotlanta.

You’ll learn how to:

  • Create videos and images that command attention on the platform
  • Leverage targeted interest areas to grow your following
  • Translate analytics into better content
  • Inject humor and a little attitude into your brand’s account
  • Emulate top brands whose tweets and real-world tactics get big results
  • Pack firepower into those 280 characters
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

The death of organic reach has been greatly exaggerated. And with plenty of tactics to drive eyeballs to your content without spending a dime, you can leverage its power and run circles around your competitors as they spend endlessly on paid social. 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—without paying the fiddler.

You’ll learn how to:

  • Craft highly shareable content with appeal beyond your target audience
  • Adapt your content marketing strategy to Facebook’s algorithm change
  • Develop a cross-platform strategy and distribution process
  • Spur and curate crowdsourced content that engages a community
  • Leverage data to create engaging organic content
Tuesday, May 8
9:40 AM - 10:30 AM
Social Jams: Patagonia, Yeti & You: Passion Brands in the Age of Disruption

Jeff Rosenblum, author, documentary filmmaker and founder of Questus, will discuss how to build a brand that inspires and captures the collective consciousness, like Yeti and Patagonia. Rosenblum argues that brands need more than just clever messages or new, shiny technologies—they need a fundamental change in strategy. He’ll discuss how corporations can divorce themselves from legacy business models to create a “passion” brand—a brand that breaks its addiction to traditional marketing, empowers its customers, creates evangelists and dominates the competition.

Tuesday, May 8
10:30 AM - 10:55 AM
Networking Break

Make new connections while checking out the exhibit area, speaker salon and author corner.

Tuesday, May 8
11:00 AM - 11:50 AM
Interactive: Finding Your Storytelling Sweet Spot on Facebook Live

Are you ready for your close-up? With live streams, brands can connect and engage with their audience in ways they never could before—but only if they convey a personal touch. In this session, you’ll hear personal accounts of how some communicators mastered the live-streaming platform to publicize their brand’s most compelling stories in an authentic and spontaneous way.

You’ll learn how to:
• Identify when it’s best to ramp up production values and when it’s best to go gritty
• Brainstorm ideas and measurable goals for broadcast-worthy content
• Engage your audience and address their questions in real-time without missing a beat
• Cast and train influencers and brand ambassadors to star in your broadcast
• Leverage other social platforms to drive more viewers to your stream

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

Snapchat’s 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. Here, Chris Strub, the first person to Snap and live-stream from all 50 states, will illustrate what success looks like on Snapchat and how you can achieve it.

You’ll learn how to:

  • Master 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: Prove Yourself: 5 Ways to Win Budget for Social From Skeptical Senior Leaders

Don’t just lament about your social media team’s lack of budget, headcount or support. Do something about it by connecting the dots and proving tangible business results to the senior leaders who can get you the resources you need. 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
  • Tuesday, May 8
    11:00 AM - 11:50 AM
    Deep Dive: Paid Social Strategies That Won’t Break the Bank

    As organic reach becomes more and more difficult to achieve, a paid social strategy that optimizes your budget—and proves its value without breaking the bank—is critical. 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
    Tuesday, May 8
    12:00 PM - 1:30 PM
    Networking Lunch and Movers & Shakers Awards Celebration

    Join us for a delicious lunch and to celebrate the Movers & Shakers Award winners, 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
    Deep Dive: Dashboard Derby: The KPIs That (Accurately) Define Social Media Success

    So much data. So many metrics. When it comes to measurement, separating the signal from the noise can be a daunting task. But fear not because 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.

    First, you’ll hear some new research that looks at the most impactful social media KPIs. Then, Google’s Andre Moraes, who works with big brands on quantifying and qualifying the ROI of their marketing efforts, will offer some examples of how to refine what and how you measure–and how to use data visualization techniques to produce a dashboard that jumps off the page.

    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
    1:40 PM - 2:30 PM
    Deep Dive: Instagram ROI: Low-Cost Visual Storytelling Tactics (That Look Expensive)

    Instagram’s more than 700 million monthly active users eclipse Snapchat and represent more than twice the user base of Twitter. Such 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:

    • Leverage key Instagram KPIs, including conversions, follower growth, engagement and click-through rates
    • Creatively use Instagram’s direct messaging feature
    • Emulate Instagram posts that rocked—and avoid tactics that fell flat
    • Perfectly time the use of Instagram stories
    • How to leverage high-quality images organically, without paid posts
    • How to develop a cadence and consistency of posting that works for your brand
    Tuesday, May 8
    1:40 PM - 2:30 PM
    Interactive: Why So Serious? How to Make Your B2B Brand Pop on Social

    Your organization has a great story to tell, but as a B2B company, your product or service isn’t exactly a household name. So, how can you win the war for attention on social media when you’re competing with every brand, great and small, to cut through the clutter? What kind of content will elevate your brand and capture the imagination of your target audience? In this session, you’ll learn how to craft compelling content that people will actually want to engage with.

    You’ll learn how to:

    • Determine the most effective platform for your message
    • Identify the types of content to feature on each platform
    • Get a new perspective on the content you produce
    • Model your strategy on real-world examples of content that resonated for a B2B brand
    • Strike the right tone for your audience
    Tuesday, May 8
    1:40 PM - 2:30 PM
    Shakers on a Panel: All in the Family: Integrating Marketing, PR and Sales, Without a Ruckus

    Ask the sales, PR and marketing departments to devise their own social media strategies, and chances are you’ll get three wildly different visions. But while silos have always existed, they are harder to ignore today because the connected customer expects a unified experience. So how can you build a truly integrated communications team that projects a common brand identity? Our panel of silo-busters will discuss how their organizations successfully integrated and how you can too.

    Tuesday, May 8
    2:30 PM - 2:50 PM
    Networking Break

    Make new connections while checking out the exhibit area, speaker salon and author corner.

    Tuesday, May 8
    2:50 PM - 3:20 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. At the end of these free-form roundtable discussions, moderators will share one key “Shake-away” from each group with the audience.

    Among the topics:

    • Podcasting
    • Crisis management
    • Social media analytics
    • Influencer marketing
    • Paid social
    • Video
    • Facebook
    • Twitter
    • Snapchat
    • Instagram
    Tuesday, May 8
    3:20 PM - 4:30 PM
    General Session: The Art and Science of Online Engagement

    Too many brands view social media as a slightly more sophisticated form of telemarketing, sending content out into the void without engaging with the people they’re trying to reach. But engagement is only half the battle: You also need to know how to spin analytics into digital marketing gold. In this high-energy keynote, Nathan Allen Pirtle will chart his rise to becoming a social media strategist to stars and brands like Wyclef Jean, Nicki Minaj, Paula Abdul, MTV, Apple Music and YouTube.

    We’ll also feature a one-on-one Q&A with Xerox CMO Toni Clayton-Hine, who’ll discuss how the venerable brand is reinventing itself by using some artistic marketing efforts–and partnering with some of our nation’s most beloved writers–in its “Set the Page Free” campaign. And we’ll also hear from Business Wire’s Michael Toner, who’ll offer a look at the evolution of interactive media and the challenges faced by many brand communicators to create visual ways to tell their data stories.

    Tuesday, May 8
    4:30 PM - 7:30 PM
    Off-Site Networking Activities

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

    • Atlanta Aquarium Visit: Take in the aquatic beauty of one of the United States’ most popular aquariums during a visit to this local must-see destination.
    • Sip and Paint: Explore your inner artist while enjoying a glass (or two!) of wine with fellow Shakers.
    • Ponce City Market Tour: Explore this redesigned, historic site filled with shops, restaurants and the coolest offices in the Atlanta area.
    • Escape Room: Get ready for an unforgettable experience with your Shaker friends! You’ll be locked in a room with a team of Shakers and use clues to get out.
    • Yoga: Looking for some flexibility in your life? Join your peers for Downward Dog and Savasana during this relaxing yoga session. Namaste!
    Tuesday, May 8
    8:00 PM - 11:00 PM
    Drinks with Shakers

    Network and have a beverage with fellow Shakers at the Marriott Marquis’ Pulse Bar.

    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 tackle socio-political issues, but is it right for your brand? This session will explore how brands raise awareness of social issues, take stands and engage their audience on behalf of specific causes. We’ll look at the wins and the mistakes.

    You’ll learn how to:

    • Create a socially and culturally relevant campaign without pandering
    • Ask the right questions before taking a stand
    • Leverage real-life campaigns that have succeeded and avoid the pitfalls of those that didn’t
    • Back any social campaign with meaningful action
    Wednesday, May 9
    9:30 AM - 10:20 AM
    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 in flux. How do you prove influencer marketing ROI? What’s the best strategy to find and build rapport with brand ambassadors? In this panel, we’ll teach you to apply a multiplier effect through influencers who inspire consumers on multiple channels.

    You’ll learn how to:

    • Identify and engage the influencers most important to your audience
    • Vet influencers for problematic past content or artificially inflated follower numbers
    • Use analytics to evaluate the cost-effectiveness of influencer marketing
    • Manage and assist influencers throughout the content creation process
    • Draft an influencer collaboration agreement
    Wednesday, May 9
    9:30 AM - 10:20 AM
    Deep Dive: Short-Form Video: Making an Impression in a Minute or Less

    As attention spans shrink, brands are embracing the quick-hit tactics of 60-second (or less) clips to preserve and bolster their relevance. But as you struggle to say more in less time, how can you cut through the social media clutter to deliver short-form videos that make a deep impression? What tips and tricks turn a quick hit into a lasting impression?

    In this panel, you’ll learn how to:

    • Choose social media platforms best suited for your target demographic
    • Connect with viewers using visual storytelling elements that work
    • Measure results and communicate success to senior leaders
    • Entertain and inform without sacrificing brand awareness
    • Find the editing tools and equipment that get thumbs up from pros
    Wednesday, May 9
    9:30 AM - 10:20 AM
    Interactive: Snapchat vs. Instagram Stories: The Debate

    Not all platforms are created equal. In this session, we’ll use real-world examples to look at the common attributes of successful Stories on each platform—but more importantly, we’ll parse factors such as user base, ease-of-use and functionality in a point/counterpoint format. Confused about which channel to use? You won’t want to miss this session.

    You’ll learn how to:

    • Choose the right platform for your brand based on demographics, functionality and ease of use
    • Target the most important KPIs to measure the success of your stories
    • Leverage real-world examples of stories that resonated on each platform
    • Strike the right tone for your audience
    Wednesday, May 9
    9:30 AM - 10:20 AM
    Social Jams: Cognitive Storytelling: How Augmented Intelligence is Benefiting Marketers

    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 can’t undertake themselves, such as using predictive analytics to target messages with even more specificity than is done today. Here, IBM’s Brandi Boatner will look at how some brands are employing AI and detail the AI revolution to come.

    You’ll learn how to:

  • Visualize where AI will take communicators in the future
  • Avoid common pitfalls using real-world case studies
  • Contextualize what it means to be a cognitive storyteller
  • Start thinking like a data scientist in your day-to-day work
  • Evaluate the benefits of chatbots, and understand how top brands are using them to connect directly with audiences
  • Wednesday, May 9
    10:30 AM - 10:50 AM
    Networking Break

    Make new connections while checking out the exhibit area, speaker salon and author corner.

    Wednesday, May 9
    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. To be a top-ranked site, you have to offer the best content and convince the search engine’s ever-changing algorithm that your content sings. 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
    Wednesday, May 9
    11:00 AM - 11:50 AM
    Deep Dive: 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
    • Use geo-fencing technology to track on- and offline touchpoints
    • Capitalize on 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: How to Overcome Podcast Paralysis

    Many brands have jumped into podcasting with gusto, and many more are waiting in the wings. But how many brands are actually doing it well? And how many are making a big impact on their bottom lines? In this session, podcasters will discuss the challenges and opportunities of audio storytelling, how to balance business objectives with content, and most importantly, how to launch a podcast even if you don’t know where to start.

    You’ll learn how to:

    • Generate content ideas for your podcast
    • Leverage 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
    11:00 AM - 11:50 AM
    Social Jams: Shhhhh: How to Use Social Listening to Sharpen Your Content

    While many analytics tools attempt to measure sentiment by evaluating social media posts and engagement, it’s a famously elusive metric. But to Josh Martin, senior director of social media for Arby’s, social listening is as much an art as it is a science. Here, Martin will illustrate how Arby’s translates its social listening techniques into better content and a bigger following, while measuring sentiment and determining how to react to customer service issues.

    Here, we’ll 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
    12:00 PM - 1:00 PM
    Lunch & General Session: Bridging the Generation Gap: Marketing to Millennials & Gen Z

    Millennials represent the largest retail demographic and by 2020, Gen Z– those born between the mid-1990s and mid-2000s–will account for 40 percent of all consumers. How can marketers reach these purchasing powerhouses as they flex their buying power? What types of messages resonate with these digital natives? In this discussion, our panel of influencers and brand representatives will share their insights on these two coveted market segments, the differences between them and how to connect with them through influencer marketing.

    Wednesday, May 9
    1:00 PM - 1:50 PM
    Interactive: Managing Online Communities That Make an Impact

    Managing online communities requires a broad set of skills, equal parts emotional intelligence, customer service, social listening and influencer marketing. Here, Alyson Brewer-Hay, who manages member communities for LinkedIn, will offer tips and illustrate how to nurture, monitor and spur online communities that increase engagement, produce authentic content and drive traffic where you want it driven.

    You’ll learn how to:

    • Manage user engagement and interactions while fostering a collaborative community spirit
    • Distribute key messages and social content across your communities while finding and sharing great user stories
    • Establish effective benchmarks for measuring the community’s growth and engagement
    • Identify, promote and reward brand advocates
    • Represent the needs of the community internally while serving as the voice of your brand externally
    Wednesday, May 9
    1:00 PM - 1:50 PM
    Interactive: Social Squad: How to Build and Deploy a Social Media Team

    What’s the best way to go about assembling and organizing a social media A-team? Regardless of an organization’s size, it can be difficult to gather the right skillsets, tools, workflows and resources necessary to execute on a social media strategy. In this panel, top organizations will illustrate how they design their teams to optimize every last cent of their budget.

    You’ll learn how to:

    • Plan a structure that gives team members their best chance to shine
    • Map out roles and responsibilities for content creation and community management
    • Determine the qualities to look for when building your social media team
    • Build a team that can respond to real-time opportunities and news events
    • Measure the effectiveness of your engagement and reach and adjust accordingly
    Wednesday, May 9
    1:00 PM - 1:50 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
    1:00 PM - 1:50 PM
    Social Jams: A Million Followers and Growing: The Secrets of Vlogging Success

    Whether you’re looking to take the vlogs of your company’s leadership to the next level or want to grow your own personal brand, you can’t miss this spirited session of pro tips and tricks from a charismatic video icon that was born to be viral. Shonduras, who organically grew a viral following on Snapchat, becoming the platform’s first homegrown celebrity, has since gone on to conquer YouTube, where he vlogs daily for his more than 1 million subscribers.

    You’ll learn how to:

  • Determine post frequency and management
  • Generate serialized and one-off content that captivates your target audience
  • Drive traffic and make your vlog easily discoverable
  • Create buzz around your content through targeted promotion
  • Wednesday, May 9
    2:00 PM - 2:50 PM
    Deep Dive: Army of One: How Small Organizations Can Cover the Social Waterfront

    For many small organizations, the social media team is an army of one, trying to be all things on all platforms. In this session, social media pros from smaller organizations will teach you to overcome the challenge of being a one-person department, sharing strategies and tactics key to ensuring you’re 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
  • Garner the internal communications skills needed to get the job done
  • Wednesday, May 9
    2:00 PM - 2:50 PM
    Deep Dive: Employee Activation, Not Ambassadorship: Your Colleagues Are Not a Channel

    A company’s most powerful social asset is its people. But to be social, in the most literal and fundamental sense, you need interactions between humans. Makes sense, right? So why do we so often run social plays by treating the employees of our firms as a channel through which we can pump a message? There’s a better way.

    In this session, we’ll look at how to rethink the employee engagement process in recognition of the fact that some of the long-standing asymmetries between employees and employers regarding access to information, capital, networks and infrastructure have been disrupted.

    You’ll learn how to:

    • Make your social media guidelines an empowering rather than limiting document
    • Align employee social activity to business outcomes
    • Design and deploy employee social assets worth sharing
    • Track the right metrics to measure effectiveness and adjust on the fly
    Wednesday, May 9
    2:00 PM - 2:50 PM
    Social Jams: Advanced YouTube Tactics for Brands

    YouTube is the second-largest search engine in the world, next to only its parent company, Google. And nearly three-quarters of American adults use YouTube regularly, beating out Instagram, Twitter and even Facebook. But is your brand getting all it can out of the platform?

    Here, YouTube expert Roberto Blake will show you how to better tap into this growing audience and build your brand with the most powerful content that exists—video. Roberto will talk about how to leverage the platform to generate leads, grow your email list and increase traffic, while producing video on a tight budget.

    Attend and you’ll learn how to:

    • Define what ROI means for your YouTube channel
    • Use YouTube’s analytics platform to find out what kind of video content your audience really wants
    • Produce content strategies that convert
    • Increase YouTube traffic and distribution
    • Become the Netflix of your niche
    Wednesday, May 9
    2:00 PM - 2:50 PM
    Social Jams: Digital TLC: Using Social Customer Care to Win Brand Loyalists

    With all social media activity now public for the world to see, it’s more important than ever to monitor all interactions and respond the right way. Social media has become the new customer call center—and customer service is the new marketing. In this session, you’ll hear from a brand that knows a little something about turning customers into fans, Southwest Airlines. CCO Linda Rutherford will offer insights into the way the airline handles issues great and small—creating dedicated brand advocates in the process—and how you can 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
    2:50 PM - 3:10 PM
    Networking Break

    Make new connections while checking out the exhibit area, speaker salon and author corner.

    Wednesday, May 9
    3:10 PM - 4:00 PM
    Shake-Up Finale: Influencer Roundtable: How to Become an Impact Brand

    You won’t want to miss this. Here, we’ll end the show with a bang as we probe the minds of some of the nation’s top influencers, including Shonduras, YesJulz and Nathan Allen Pirtle, in a roundtable format. How have they amassed such large followings and what are their secrets to keeping them engaged? What lessons have they learned, both positive and negative, in working with brands and how do they see influencer marketing evolving? Be sure to come armed with your own questions as we’ll turn the Q&A over to the audience in this high-energy, interactive session.

    Wednesday, May 9
    4:00 PM - 4:15 PM
    Who's Going to Be $1,000 Richer and Other Awesome Giveaways

    No Results.

    At The Social Shake-Up