2020 Agenda

Enjoy Atlanta's best landmarks and cultural institutions while getting to know your fellow attendees.

Get the latest on Google’s algorithm and learn to optimize your site for the most recent changes—and those likely to come. Huddle with your peers to offer and receive feedback on your company site.

You'll learn:

• What to prioritize in terms of SEO
• How to use paid search to increase your traffic and ranking
• Tactics for stronger metadata
• Strengths and weaknesses of your own site, via peer feedback

Every brand is vulnerable to crisis in the social media era. We’ll take a look at case studies that effectively prevented or mitigated a crisis that erupted on social media.

This workshop will include:

• An interactive crisis simulation
• Real-world examples of social media crisis
• Proactive and reactive crisis tactics
• A look at social media monitoring and privacy tools

Proving return on investment is one of the biggest challenges that social media marketers face. In this workshop, we’ll look at a range of key performance indicators across various social channels, and discuss how to determine which metrics are most valuable for your brand to track.

This workshop will include:

• A workshop of native social media analytics, noting the most crucial elements of each platform
• Group discussion of the best-value analytics tools on the market
• Case studies of social media campaigns that were aided by strong measurement strategy
• Strategies for adjusting social strategy based on metrics
• Advice for putting together reporting dashboards

Our trainers will share strategies and tools for making the most of a meager social media budget. Attendees will work in groups to brainstorm plans for low-budget social campaigns.

We'll cover:

• Smart staffing
• Low-budget video tools
• Prioritization
• Paid vs. organic social (how low can you go?)

Not every brand has budget for an in-house video team, and those that do benefit from a knowledge of video content best practices. In this workshop, discover how to build a film crew from the office and shoot great-looking social media content for your channels.

We'll cover:

• An overview of visual best practices
• How to use stock B-roll and music to add polish to corporate video
• A look at smartphone and video tools for better looking footage
• Ideal video lengths and metrics across social platforms
• How to find the right talent for your videos
• Case studies in successful video campaigns

Get to know your fellow Shake-Up 2020 attendees and speakers over refreshments.

Dig in for a look ahead to the next two days of Shake-Up programming and an inspiring opening keynote from a social media luminary.

In this small panel, learn the do's and don'ts of working with influencers, from finding the right fit for your brand to ensuring they communicate the desired message to their followers—while keeping with their own overall voice.

In 2019, diversity and inclusion have become far more than corporate buzzwords. The extent to which your brand is diverse and inclusive—from representation in the boardroom to the featured faces of your next social media campaign—make all the difference in convincing the masses to trust and embrace your brand. Our presenter will speak to how to live diversity and inclusion, both on- and off-line.

Smart brand marketers know how to treat social media conversations as real-time focus groups. In this session, we'll discuss how to distinguish useful insights from chatter and build a content plan that meets audiences' expectations.

Twitter is playing a major role in shaping public opinion, not just in the U.S., but around the world. This social channel has touched every part of our lives, from government policy to advocacy and brand purpose. In this session, IBM’s Brandi Boatner will share where and how marketers should leverage the platform to weigh in and make their organizations heard.

Apps like TikTok and Snapchat can seem tricky to wield for the uninitiated, but our walkthrough should ensure you are using all of the platform tools correctly. Even more familiar interfaces like Instagram are updated frequently; this Unsession will allow marketers to learn how to use any recent features they might have missed.

Join our sponsors and your peers for coffee on the main floor.

You want to encourage your employees to post to social media—within the limits of good taste. But how do you ensure you’re offering colleagues creative freedom without raining down HIPAA, FTC or enraged board members on your top tweeters? We will offer an alternative plan, as well as training and compliance tips for those employees handling influencer marketing.

As the number of social channels continues to grow, social marketers are expected to fill each platform with a never-ending stream of content. Yet most brands don’t have limitless resources for content creation, so smart marketers do the next best thing: repurpose existing content across several channels. In this session, we’ll go over some best practices for creating an efficient content workflow across channels.

Despite social media’s ubiquitous nature, social marketers still find themselves on the defense as to its role in impacting the bottom line. This master class will explore various methods for tying business outcomes to social media efforts.

We’ll cover:

• Which metrics can be used to draw connections between social media content and sales
• New e-commerce tools, such as Instagram Shoppable posts and Shopify
• How to report out meaningful social media results to the C-Suite
• Tools and tips for analyzing audience response to social media

From Dove to H&M, many brands have failed spectacularly at marketing to ethnically and racially diverse audiences in recent years. This session will cover how to avoid similar missteps, while creating impactful campaigns that are sensitive to the cultural identity of target audiences.

From an algorithm that makes organic posts all-but invisible, to privacy and fake news concerns, Facebook is a storied platform for marketers, to say the least. In this session, learn how organizations can navigate Facebook's changes and still make the platform a successful tool for reaching brand goals.
       

Many social media professionals come in with an understanding of social media tools and features, but how are they trained to create social content that helps drive business goals? Our trainer will share how they onboard and teach new employees to tie social media back to the business.

In this session, LinkedIn’s senior content consultant Amber Naslund will walk through the most need-to-know elements of marketing on LinkedIn, from what makes their audience unique to what content resonates with members and why, as well as some of the findings from LinkedIn’s own research about thought leadership on the platform and the importance of building a full-funnel content strategy. She’ll also cover some of the tactical tips and tricks that can make LinkedIn posts—whether paid or organic—shine and stand out from the crowd.

No social marketer or digital communicator wants to wake up in the middle of the night to a social media firestorm—but in this politically-charged, polarized era, it happens all too often. This session will cover social media crisis prep and ground zero mitigation.

This is your chance to exchange intel with your peers: What tools are working for you, and which third-party services were not worth the spend? Discuss the social channels your business or nonprofit have found worthwhile to invest in, as well as those that have gone the way of the buffalo.

There are many ways for brands to tell stories on social feeds. In today’s climate, audiences either see ads as an interruption or don't notice them at all, thus making unforgettable storytelling more relevant than ever. In this talk, Twitter’s ArtHouse creator content solutions lead Leah Feygin will cover the guiding principles of making branded content not just noticeable but unforgettable. She'll show how brands can cultivate a voice and connect with audiences in ways that really resonate with their audiences.

Gen Z is likely already a part of your office, interning over the summer or scheduling tweets as part of an entry-level role. But as lifelong digital natives, they also have much more to offer your brand campaigns. In this conversation, we will discuss Gen Z’s unique approach to content—and what they look for in brands’ social channels as consumers themselves.

Whether or not your CEO is a born tweeter, there’s no question that the business world expects to hear from vibrant, opinionated executives who champion their company missions. Our presenter will explore several of the best channels to display thought leadership, from social platforms to podcasts and conference appearances.

Your employees are often your best influencers, harnessing their ability to merge a fiery passion for your brand with industry-specific knowledge. But it takes strong leadership to rally the troops while ensuring your advocates stay on message. We’ll look at an employee advocacy campaign that truly moved the needle for a brand, and discuss the tactics involved.

With Shoppable Posts and Shopping ads in Stories, Instagram has opened the door to in-app purchasing for its users. In this session, we’ll take a look at best-in-class industry examples and share a process for brand marketers to jump in, or tweak, their existing Shoppable strategy.

It’s possible to get a great shot, regardless of the location, with the right tips and tricks. From camera angles to lighting tricks and affordable hardware, you’ll leave this Unsession feeling more confident about your in-house camera crew (even if it is a solo, low-budget operation).

Check your email, grab some refreshments and get ready for the rest of the day’s activities.

It’s under a decade since Facebook's founding, and social media is still in its infancy. So, what does the ideal career path for a social media professional? Some choose a path in communications or marketing; others switch industries entirely as they climb the corporate ladder. We’ll explore a few potential routes and discuss how to advocate for social’s rightful place in the C-suite.

The increasingly complex legal landscape of social media can be intimidating to tackle. From FTC guidelines and GDPR considerations to HIPAA or FINRA regulations depending on your industry—staying compliant can be daunting. Our legal experts will make sure you leave with a better sense of what systems you should have in place to cover your bases.

From artistic aptitude to strong writing and data savvy, the ideal social media hire has a unique and varied skillset. Does it make sense to staff up your social team with polymaths, or should each member have a distinct social-related talent and role? How much can your social media maven interns be trusted to run the shop? In this session, we'll answer these questions and more, as well as looking at a successful real-world org chart.

With roughly 90 million monthly listeners, podcasts are arguably the fastest-growing route for audience engagement in 2019. As an increasing number of brands jump on board, it is crucial to assess whether your team has the resources available to produce a successful podcast series before committing. We’ll discuss what it takes to be sure you’re making the right investment.

Be brave and volunteer to get your website audited live by our Unsession leader—you’ll receive useful SEO feedback while your peers take notes on how to make similar tweaks to their own sites.

This annual Shake-Up tradition takes a broad look at the brands that have made bold statements in political, social and economic spheres—for better or for worse. Our panelists will share how to get it right, be authentic and drive brand loyalty home without making compromises.

Celebrate the end of the first full day of Shake-Up 2020 with your favorite speakers and fellow attendees.

Over the past decade, the LEGO Group's social media presence has grown from being non-existent to a best-in-class, fun and engaging experience across leading social platforms, delivering meaningful and engaging interactions with millions of fans every day. In an ever-changing marketing ecosystem, James Gregson, head of LEGO Social Studios, will take you through how The LEGO Group's developed such a global and evocative social media content strategy across audiences and social channels.

In this live interview we'll talk to a full-time influencer, diving behind the scenes of content creation and the process of signing on and working with a brand. We’ll also discuss do's and don'ts for reaching out to, and partnering with, influencers as a brand.

The FTC now requires specific disclosures around influencer marketing, with new guidelines released in fall 2019. Our trainer will help prepare your team and your influencer program to handle the latest guidelines depending on your industry.

Even those that swear by organic reach have to admit that it's not as powerful as it once was. In this hands-on session, we’ll discuss how to put together a social media budget and determine how far your advertising dollars go.

We'll cover:

• How much reach you can expect at different price points
• Which social platforms offer the most bang for your buck
• How to adjust your bids and targeting while a campaign is ongoing
• Which content to put paid behind
• How to argue with leadership for a paid social budget
• How to report out results after a paid campaign has ended

In this fireside chat, we’ll discuss emerging channels as well as what’s expected to come from established platforms like Facebook and Instagram in the next year. We’ll also touch on other tech trends that may seem a long way off, but that are crucial for marketers to understand. How will new tools impact consumers and online audiences in years to come? We'll investigate.

Our trainer will share and discuss tools for taking existing content and boiling it down to the essentials, from audio editors to free and easy-to-use visual software.

As more brands adopt video and photo-centric social media strategies, finding the right online visuals has become a much more complicated discipline. How can social marketers make sure their Instagram and Facebook videos get more eyeballs than the competition? Our trainer will discuss how to hook and retain viewers in the era of visual bombardment.

Network while you get your burning social media questions answered by speakers at our “Ask Me Anything” pop-up on the main floor.

Given the seemingly endless appetite that audiences have for social media content, many companies have outsourced content creation to agency partners. But this need not be the case: Cassie Savage, associate director of digital content engagement at Nestlé Health Science, helped her team build a content studio from the ground up. In this session, she'll offer lessons learned and how-tos for marketers seeking to craft their own content powerhouses.

Despite all of the fancy third-party social monitoring tools on the market, the power of native social media metrics can't be denied. In this session, we'll hone in on the key performance indicators to watch within each major social platform's analytics offering.

We've all heard the statistic that most audiences have a shorter attention span than a goldfish (at this point, it's likely even shorter). This session will focus on how to hook viewers from the get-go, stopping them mid-scroll.

Taking an accessible approach to social media will help ensure your social presence is inclusive of all users. In this session, we'll cover hashtag etiquette, emoji optics, sound-agnostic video and more tactics for attracting a wide swath of the social media community.

Chow down while you enjoy an illuminating discussion with a group of social media leaders.

Whether your sales team or social team is charged with lead generation on social, it’s crucial to understand lead gen strategy in order to report ROI of your various channels. We’ll look at lead gen tactics—particularly on Instagram and LinkedIn—for converting social followers into loyal customers.

At many organizations, social media sits within the same department responsible for optimizing the company website. It's crucial that social marketers understand how to craft content that drives meaningful traffic to owned digital properties, and measure those efforts. This Master Class will over a full overview of skills and tactics marketers need to appease Google’s algorithm.

You'll learn:

• How Google ranks websites based on load time, images, metadata and copy
• Ways to improve load time and decrease bounce rate
• Strategies for amending a website with bad SEO
• How social strategy and SEO relate to one another
• What metrics are most important to track in Google Analytics
• How to strengthen your keyword strategy

In an ideal world, every brand would have a full team devoted to social media. But in reality, it’s often a solo practitioner or skeleton crew responsible for populating and analyzing every platform channel. In this session, we’ll discuss productivity hacks, best practices for doubling yourself, repurposing content and arguing for more resources from upper management.

With an increasing number of social channels to manage, marketers are faced with a conundrum: Which channels should be prioritized, and which can stay dormant? We'll discuss ways to determine which platforms your audience spends most of its time on, as well as how to tell when a platform is not worthy of dedicating staff or resources. Conversely, we'll cover how to ramp up efforts on your brand's most successful platforms. 

Building a tribe of brand loyalists is no easy task, but some brands have mastered the art of making customers their content creators and influencers. In this session, we'll offer a case study that successfully unified online audiences around a crucial branding campaign.

Beloved by billions of users, Instagram is an invaluable tool to marketers, but its popularity has reached a saturation point. This session will focus on how to strategically use the platform and its newest features in order to break through the noise.

Many brands have boosted sales with social media, but PR and sales must work in tandem in order to ensure brand reputation is high and leads are regularly coming down the funnel. Our trainer will discuss how best to transform your social media, PR and sales teams into a well-oiled machine.

The newest social media channel on the block has gotten a lot of buzz in marketing circles, but is it a fit for every brand? We'll discuss the brands seeing success on the platform so far, and the elements that made them a fit. For companies ready to jump in, our presenter will share how and where branded content works on the platform.

Before breaking down messaging into snackable social media posts, social media marketers must have a handle on how to write persuasively. In this session, learn the core writing skills that make for great online content as well as editing tips for ensuring social media copy is concise and snappy.

See you at The Social Shake-Up 2021!