May 6-8, 2019
Marriott Marquis Atlanta

2019 Agenda

Monday, May 6

Monday, May 6
8:00 AM - 5:00 PM
Registration Opens
Monday, May 6
9:15 AM - 12:15 PM
Pre-Conference Workshop: Harness the Power of Live Video to Grow Your Audience

Live video storytelling strategies are critical for marketers to communicate more authentically with audiences, cultivating a loyal following of video content lovers. But achieving the spontaneity audiences crave means planning for any and all contingencies, while allocating resources creatively—all while tying your broadcasts to marketing goals.

In this interactive workshop, we’ll dive into the process of planning to go live and the the tools needed to plan, execute and measure the success of a live stream. Attendees will have the chance to develop a plan for and shoot their own brief live broadcast while preparing for any mishaps.

In this workshop, you’ll learn:
• Tactics for driving engagement on a live stream
• Which platforms (e.g., Facebook, YouTube, 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 an industry event or corporate HQ

Monday, May 6
9:15 AM - 12:15 PM
Pre-Conference Workshop: Navigating the New Rules of SEO

Need to get your content ranked on the first page of search results? Well, you can’t game Google’s algorithm. But an in-depth look into the latest rules of SEO and how to use those rules to your advantage will ensure your brand’s website is seen as an authority in your industry by the search engine.

While the core tenets for ranking highly on Google remain unchanged—providing valuable content, building authority and getting the metadata right—digital denizens need extra knowledge to stay ahead of the curve. Workshop attendees will walk away with tried-and-true tactics for maximizing the results of SEO efforts. And our SEO experts will take attendees through search-optimizing tools and exercises that they can bring back to the office.

This workshop will include:
•A look at how search mechanics affect what Google sees when it looks for mentions of your brand
•A group brainstorming session to generate a wish list of target keywords and search topics for your brand
•Tips for tying your social media channels to better SEO
•Strategies for achieving placement on Google knowledge graphs in search results
•How to use your CMS’ built-in tools to generate headlines and featured snippets that can organically outrank negative or neutral content

Monday, May 6
1:15 PM - 4:15 PM
Pre-Conference Workshop: Graphic Design for Marketers

Join our design experts for this hands-on training where you’ll learn how to create take-notice images for your audience that you can easily share on social to drive engagement and tell your brand’s story. You’ll leave this session with your own designs you can post immediately.

Monday, May 6
1:15 PM - 4:15 PM
Pre-Conference Workshop: How to Avoid or Manage a Crisis on Social Media

In a world where a single negative post about your brand can go viral in milliseconds, you need a crisis plan in place to respond at the speed of social. Hear from crisis experts who will share how to closely monitor your brand’s online reputation, prepare social media assets ready to deploy at a moment’s notice. You’ll walk away with a plan for how to build your own crisis response center the moment angry tweets start rolling in.

In this workshop, you’ll learn how to:
• Employ social media listening tactics to determine if and when you’re in a crisis moment
• Use live-streaming video on Facebook, Twitter and other social platforms to respond to crises in real time
• Create dark sites and social media assets ready to deploy at a moment’s notice
• Determine the right tools for your organization for monitoring crises
• Build an organizational command structure that keeps social media messaging precise and consistent

Monday, May 6
1:15 PM - 4:15 PM
Pre-Conference Workshop: Social Media on a Shoestring Budget

Not every brand has a large social media budget —not even some household name brands. And some of you are operating in a Department of One (you). In today’s digital environment, your social media program must be exceptional in order to stand out. In this session you’ll learn how to execute a top-notch social media program on a startup budget.

In this workshop, you’ll learn how to do the following on the cheap:
• Create quality social video and images using cell phone footage
• Make the most of a small paid social budget
• Have the right conversations with senior leaders to get the resources you need
• Determine the best talent for staffing your social media channels
• Craft quid pro quo agreements for influencers out of your price range

Monday, May 6
5:30 PM - 7:00 PM
Opening Reception - Atlanta Food Scene Sampler with Movers & Shakers

Join your Shake-Up peers and winners of this year’s Movers & Shakers Awards, the marketers and communicators killing it on social for this opening night gathering. Enjoy delicious Southern fare and fun conversations with long-time friends and new connections. You’ll also get a first-time look at the Shake-Up partners offering terrific solutions for your social media challenges.

Monday, May 6
7:15 PM - 9:30 PM
Dine-Arounds

Dine with your peers at the restaurant of your choice, then come back to the hotel and join us for a nightcap at the hotel bar. The dine-arounds are optional, of course, but what better way to network with your peers than to break bread with them on opening night?

Tuesday, May 7

Tuesday, May 7
7:30 AM - 4:00 PM
Registration is Open
Tuesday, May 7
7:45 AM - 8:45 AM
Networking Breakfast

Start your day off with tasty breakfast treats including pastries, fresh fruit and more. A great chance to meet your Social Shake-Up speakers before they take the stage!

Tuesday, May 7
8:00 AM - 8:30 AM
Exhibit Hall Tour

Sure, you could wander the Exhibit Hall on your own. Or you could take the inside track position and join our 30-minute Exhibit Hall Tour, where we’ll introduce you to our curated roster of partners and vendors, picking up critical market intelligence on the way.

Tuesday, May 7
8:45 AM - 9:45 AM
Opening Keynote on Social Momentum with Author Andrew Davis

Our supercharged host Brian Fanzo, CEO of iSocialFanz, will welcome you with more Shake-aways than you can count. You’ll want to grab a seat early for this one!

Directly following, best-selling author Andrew Davis will share the simple secret smart marketers use to turn routine content into extraordinary success. It turns out that the world’s smartest social media marketers don’t hope for success: they predict it. Their success doesn’t come from re-working their content, rethinking their hashtags or tagging influencers. Their mega-hits come from re-thinking when and how they interact.

In this action-packed keynote, Andrew will reveal their secrets. He’ll show you how they capitalize on—not create—social momentum that turns ordinary content into sensational buzz. You’ll learn how paid, owned, and earned social media transform posts into news coverage. See how the Waterfall Effect creates huge media attention. Most importantly, you’ll know how to appeal to the audience you already have to spark a bigger and bigger success.

Tuesday, May 7
9:45 AM - 10:15 AM
Networking Break (Shake Your Way to the Breakout Sessions!)
Tuesday, May 7
10:15 AM - 11:00 AM
Because I said I would: Strategies for Managing Expectations and Following Through

We live in a society that often does not respect the importance of a promise. It is too easy to say “I’ll get to it” or “tomorrow.” In many ways we have become numb to disappointment and broken commitments. This expectation starts to fade into our character as individuals. Amanda Messer believes that every individual has the strength to become a person of their word. As the Co-Founder of an international social movement, Amanda shares her insights and actionable ways to become better at fulfilling commitments. She inspires others to become more accountable to their promises through compelling and real-life examples from the because I said I would movement. Amanda convincingly illustrates how integrity and keeping your promises are forever interwoven. She discusses how holding ourselves and each other accountable truly changes humanity for the better.

Tuesday, May 7
10:15 AM - 11:00 AM
Brand Strategies for Instagram Stories, Going Live and IGTV

Instagram is the fastest-growing social media channel for users and brands, with over 25 million business profiles on the platform. But how can your brand stand out from the ever-growing crowd? Hear how smart marketers have made the most of the latest offerings from Instagram and Instagram Stories to engage audiences, spark conversations and tie campaigns back to business objectives.

You’ll learn how to:
• Determine the types of content (video, photos, gifs, cinemagraphs, etc.) and posting cadence that boost engagement
• Choose KPIs at the outset of campaigns to ensure you’re tying successes to ROI
• Set up your profile for Shoppable posts in Instagram and Instagram Stories
• Leverage Instagram Live, IGTV and Instagram Videos to drive conversations, meaningful engagements and conversions

Tuesday, May 7
10:15 AM - 11:00 AM
Influencer Marketing: From Nano to Macro, Creating Partnerships That Work

Corporate brands have been in the influencer business for quite some time but as nonprofits and B2Bs flirting with influencer marketing in heavily regulated industries embrace the practice, stakes can be higher if the relationship goes south.

In this session we’ll talk to influencers–from the nanos to entrepreneurs with large followings–and the brands they partner with to discuss what works, what doesn’t and how to manage expectations on both sides of the equation.

You’ll learn how to:
• Find and build rapport with ambassadors who are best
suited for your brand
• Focus on the metrics that matter most in selecting influencers
• Come up with quid-pro-quo arrangements that don’t necessarily include a dollar sign
• Set realistic KPIs to measure return on influencer investment
• Decide whether to work with an influencer agency, or interface with influencers directly
• Determine how hands-on or hands-off to be with your influencer as they create content

Tuesday, May 7
10:15 AM - 11:00 AM
Know Your Audience, Grow Your Audience

Who are you trying to reach online, and what do they want most? Many brands dream of hitting that 10,000 follower Instagram benchmark or surpassing a million email subscribers, yet forget to ask those simple, crucial questions. Whether crowdsourcing ideas for new offerings and services or simply concocting a plan for audience development, marketers have myriad tools at their disposal for knowing and thereby growing their audiences.

You’ll learn how to:
• Move away from “push” marketing tactics to make your online channels a place for spotlighting the audience rather than the brand
• Determine what social media channels aren’t right for your brand and what metrics should go into the decision to roll up shop
• Ask your audience the right questions to crowdsource ideas
• Employ social listening tools and tactics to better understand potential customers
• Build up your online community for peer-to-peer endorsement

Tuesday, May 7
10:15 AM - 11:00 AM
Measurement Tactics for Social Media

The landscape for social media analytics is ever-evolving. Metrics like AVEs and impressions have been left in the rearview, while comments, engaged time and conversions have emerged as top KPIs for brands. In this session, top measurement experts will shed light on what you should be monitoring right now, which analytics tools are the right fit your brand and how to create a streamlined measurement dashboard.

You’ll gain:
• A look at cost-effective tools on the market for measuring your social efforts
• Ideas on how to leverage metrics across all of your PESO (paid, earned, social, owned) channels
• An overview of native platform analytics on Twitter, Facebook and Instagram
• Strategies for coping with inevitable discrepancies between reporting tools
• Insights on adjusting your social strategy when benchmarks are missed
• Plus, we’ll have a peer-to-peer discussion of the tools and services that are working for your social media measurement and comms efforts.

Tuesday, May 7
11:00 AM - 11:15 AM
Networking Break with Energizing Treats + AMA with Andrew Davis

Grab a snack and visit our AMA stage in the Exhibit Hall to ask keynoter Andrew Davis “anything” about marketing in 2019.

Tuesday, May 7
11:15 AM - 12:15 PM
Facebook: What Social Marketers Need to Know Now

Although Facebook has lost trust among some users and brands following a series of revealed leadership practices, data use revelations and algorithmic changes, the platform still remains a valuable tool for social marketers. As users flee from Facebook to Instagram and Snapchat, white space has opened up for brands to once again gain an organic foothold among those still using the platform. And new developments in Facebook Groups, native fundraising and Stories have created avenues for building community, tying back to Zuckerberg’s stated mission to “bring the world closer together.”

We’ll cover:
• The latest factors weighed in Facebook’s algorithm
• How to leverage Facebook Watch Parties in your audience engagement strategy
• How much time your brand should be spending on Facebook vs. other platforms
• Which demographics are still active on Facebook
• Resources required to build and moderate Groups
• How brands are making the most of Facebook Stories
• How nonprofit causes, CSR initiatives and advocacy groups can benefit from fundraising on the platform

Tuesday, May 7
11:15 AM - 12:15 PM
From Storytelling to Action: Tying Content Marketing to Business Goals

The smart marketer these days doesn’t just create content for creation’s sake, but maps it to brand goals including lead generation, awareness and sales. And the most resourceful content marketing plans focus not only on content generation, but on repurposing and distributing it as evergreen material. In this session, we’ll cover what constitutes a best-of-class content marketing strategy.

You’ll learn:
• How to source thought leaders and contributors inside and outside your organization
• Ways to avoid being “salesy” while advocating for your products and services
• Writing tips to make your content fun-to-read, shareable and useful
• How to incorporate video, images and podcasting into your content marketing strategy
• Craft highly shareable content that your target audience will share with their own networks
• Decide between canvas, video, carousel and other ad formats on Facebook and Instagram
• Develop a cross-platform strategy and distribution process

Tuesday, May 7
11:15 AM - 12:15 PM
Tying Social Media to the Bottom Line

Knowing something has value and proving it are two different things, especially when you’re not sure if the metrics you’re using to prove social marketing ROI are the right ones to begin with. The challenge is even greater if you’re in a resource-scarce department and your execs expect social media to be a “free and easy” marketing tool. In this panel, you’ll hear from social media stars from brands large and small who have not only proven social ROI, but have won the financial resources necessary to grow their programs.

You’ll learn how to:
• Connect the dots between your social campaigns and sales
• Prove your program’s worth and get more budget from the C-suite
• Implement an internal and external measurement strategy that will increase engagement and ROI
• Make the case for more social media professionals on your staff
• Monitor social interactions with customers to increase ROI on customer engagement

Tuesday, May 7
11:15 AM - 12:15 PM
Use Twitter to Advance Your Brand’s Mission

While Twitter has become a partisan home for bots, trolls and public outrage, it’s also a crucial tool for social marketers in starting and driving conversations that matter most to audiences. But doing so requires the strategic placement of visual posts, Twitter ads, targeted hashtags and a working knowledge of how search works on Twitter. This session will offer best-in-class examples of how to get a crowd talking about your brand and associated issues.

You’ll learn how to:
• Create videos, images and GIFs that command attention on Twitter
• Leverage timeliness, rapid response and targeted interest groups to grow your following
• Translate native analytics into better content
• Inject humor and personality into your brand’s account
• Pack priority messaging into 280 characters
• Make the most of Promoted posts

Tuesday, May 7
11:15 AM - 11:35 AM
How Not to Get Sued for Your Social Media Practices, presented by Pillsbury Winthrop Shaw Pittman LLP

We live in an era where employees can get fired for an errant post, and a CEO can bring on a lawsuit from the SEC or the weight of the White House with a single tweet. While companies and their employees can use social media to effectively market their business, they must also be careful to abide by social media best practices to avoid risks of reputational harm or a lawsuit from a misstep in such use.

In this session, two lawyers specializing in social media and internet law will share some strategies and best practices for keeping your brand’s digital properties safe and in compliance with the relevant laws.

You’ll learn:

  • How to craft an enforceable social media policy
  • How to train employees to stay social media compliant
  • What risks and regulations affect social media marketers in 2019
Tuesday, May 7
11:40 AM - 12:00 PM
How to Plan Your Content Life Cycle, From Start to Finish, presented by Falcon.io

From ideation to measurement, your content has an equal chance of growing into a successful campaign, or fizzling out long before building the desired momentum. In this brief session, we’ll look at tools to help you better ideate, schedule and measure your content.

Our Falcon.io speaker will cover:

  • How to take content from an idea to a scheduled piece of content
  • Best practices for measuring engagement
  • Improving workflow for video publishing
  • Incorporating a social calendar into your workflow
Tuesday, May 7
12:15 PM - 12:30 PM
Networking Break + AMA

Take a break before lunch and join one of our speakers at the AMA stage in the Exhibit Hall, where you can ask “anything”—so long as it pertains to social media or marketing, of course!

Tuesday, May 7
12:30 PM - 1:30 PM
Luncheon Keynote with theSkimm Founders

In an exclusive luncheon keynote, TheSkimm founders Carly Zakin and Danielle Weisberg will share how they transformed their simple newsletter into a media powerhouse. Carly and Danielle launched The Daily Skimm from their couch after departing careers at NBC, growing their passion project to reach the 7 million daily subscribers that make up their highly engaged community today. (You may remember them as the media mavens who used their platform to interview 12 presidential candidates and register 110,000 voters before the 2016 presidential election.)

Since TheSkimm’s founding, the entrepreneurial duo have raised millions in funding to build a video studio and calendar app, winning the attentions of executives at major brands from Google to Spanx. You’ll get a behind-the-scenes look at how Carly and Danielle built theSkimm from the ground up—not to mention how they’ve achieved an email open rate well above the email newsletter average.

Tuesday, May 7
1:45 PM - 2:45 PM
Email Marketing for Social Media Professionals

Some would say email marketing is making a comeback; devotees would say it never left. Either way, it’s time to consider re-investing in this channel, using knowledge gained from the world of social media communications to generate leads, sell products and raise awareness about new brand initiatives. In this session, we’ll look at applying modern measurement and visual content strategy to email marketing. We’ll also discuss how to ensure your email marketing is compliant with current regulations around customer data use and outreach frequency.

You’ll learn:
• How to integrate visual storytelling into email marketing
• Strategies for tying email marketing to lead generation
• Ways to improve upon legacy newsletter strategy
• How AI is transforming the email marketing function
• How GDPR and other international regulations affect email marketing
• What metrics matter most in email marketing
• Which tools are most effective for A/B subject line testing, tracking open rates and conversions

Tuesday, May 7
1:45 PM - 2:45 PM
From YouTube to Hulu: Why Can’t Your Brand Make a TV Show?

Why can’t a brand make a TV show? The answer to this seemingly simple question may surprise you. A brand can produce great television, but not many are willing (or know how) to take the creative and strategic risks associated. Furthermore, few marketers are exploring the episodic approach to content necessary for such an achievement. In this session, Douglas Bohrer (creator, writer and producer) and Rachel Chou (executive producer) of the brand series BBQuest will provide you with the tools needed to pitch an episodic content strategy, develop your concept, see it through to production and market your new masterpiece like a media mogul—all the while, turning YouTube into more than just a video repository for your brand.

In this session, you’ll learn:

  • How to create a brand series
  • The anatomy of episodic video
  • The essential five-part story structure
  • How to market your series like a media mogul
  • How to make YouTube more than just a video repository
Tuesday, May 7
1:45 PM - 2:45 PM
Real-Time Crisis Management on Social Media

It’s 4 a.m. and your phone starts buzzing. Your brand’s @mentions are going crazy—and not in a good way. Do you have a plan in place? In this session, we’ll discuss crisis management strategies for putting out fires and preparing for future crises. Experts will cover social listening strategies, how to ready assets to deploy at a moment’s notice and how to tailor your response on individual social platforms.

You’ll learn how to:
• Use live-streaming video to maintain transparency in a crisis moment
• Create social posts, dark sites and other digital assets in anticipation of a crisis
• Build a social media and organizational command structure that keeps messaging precise and consistent
• Craft a unified response via talking points and employee social media guidelines
• Activate the latest tools, apps and services that have become essential to measuring and managing a crisis
• Employ cybersecurity best practices to secure your social media accounts from hostile takeovers

Tuesday, May 7
1:45 PM - 2:45 PM
Social Media for an Army of One

While some brands have entire teams devoted to the creation of social content and upkeep of social channels, many companies and nonprofits have only one professional tasked with the social media function.

But with new social features, and indeed, entire social platforms popping up seemingly by the day, it can be a tall order to juggle the entire social function as just one person. In this brief session, you’ll learn tactics and life-hacks for getting it all done.

You’ll learn:
• What free tools and software speed up social media scheduling
• How to petition senior leadership for the resources you need
• Organization and time-saving tips for different social platforms
• Managing expectations to avoid losing time on vanity metrics
• How to get your message across more effectively with limited resources

Tuesday, May 7
1:45 PM - 2:45 PM
Use SEO Tactics to See Your Brand the Way Search Engines Do

SEO’s importance in determining your brand’s reputation can’t be overstated. And to rank on page one, your site content must convince the search engine’s ever-changing algorithm that your brand is the authority for your industry. In this session, our panel of SEO experts will teach you how to maintain online properties that have the potential to shine in Google search—and that aren’t penalized for missing the mark.

You’ll learn how to:
• Choose what metrics to track in Google Analytics and Google Data Studio
• Determine whether AMP is a fit for your brand
• Sleuth why people are leaving your website
• Align your website metadata and content with Google’s algorithm
• Understand and enhance the user experience of your mobile site
• Optimize your site and keywords for voice search
• Amp up the speed, quality and appearance of your site for higher ranking

Tuesday, May 7
2:45 PM - 3:15 PM
Donut Wall Networking Break
Tuesday, May 7
4:00 PM - 6:30 PM
Afternoon Activities: On & Off-Site

Continue making connections with other attendees during these fun activities the Shake-Up team has organized!

>> (4:00–5:515 p.m.) Andrew Davis’s YouTube & Chill: Watch YouTube videos like you’ve never watched YouTube videos before. Bring your favorite YouTube videos and chat with Andrew Davis about why they work or don’t work.

>>Visit the World of Coca-Cola, Georgia Aquarium, Center for Civil & Human Rights, College Football Hall of Fame or do a CNN tour.

>>History Pub Crawl: This tour will give you the best of both worlds. You will get to enjoy 4 stops of both cocktails and rich Atlanta history. You get to pedal to the M L King Center, Ebenezer Baptist Church and Oakland Cemetery! You also pedal to 2 fantastic bars to boot!

>>The Great Shake-Off Cooking Class: Create a tasty dish with Atlanta roots and share great conversation with other Shakers while doing it!

>>Ponce City Market Visit: Explore this redesigned, historic site filled with shops, restaurants and the coolest offices in the Atlanta area.

Tuesday, May 7
8:00 PM - 10:00 PM
Meet the Influencers/Drinks with Shakers

Shake up your night at PULSE for drinks and conversation with your peers.

Wednesday, May 8

Wednesday, May 8
7:30 AM - 8:00 AM
Rise & Shine Morning Yoga

Start your day off with an invigorating, All-Levels yoga practice, incorporating flow and deep stretch. This session won’t be too rigorous—just enough movement to get your body going and a few breathing techniques to elevate your energy.

Wednesday, May 8
8:00 AM - 12:00 PM
Registration is Open
Wednesday, May 8
8:30 AM - 10:00 AM
Social Media Awards Breakfast and Q&A with Jaime Primak Sullivan

In this morning keynote talk, publicist, producer and star of Bravo TV’s “Jersey Belle” Jaime Primak Sullivan will share how to build a core audience that comes back each and every day, as she has done with her hit digital series #cawfeetawk.

Jaime’s #cawfeetawk series, initially launched as a way to connect with her “Jersey Belle” fans, started with about 10 viewers. Today, Jaime’s videos routinely draw in 30,000 on average each morning. By the end of each week, #cawfeetawk reaches 2-3 million timelines. The shocker: All of this was done organically, without paid promotion. She has over a half a million engaged followers on Facebook that she has been able to garner a true and authentic connection with. In her keynote talk, Jaime will share her story and tips for organic growth for social marketers.

After Jaime’s keynote, Atlanta City Councilmember Amir Farokhi will take the stage to officially proclaim Social Shake-Up Week in Atlanta (get those smartphones ready).

Following the proclamation, three of this year’s Movers & Shaker awardees will take the stage to present the 2019 Social Media Awards: LinkedIn’s Steve Kearns, Atlanta 311’s Aubrianna Kress and Verizon’s Jason Hall. The Social Media Awards celebrate the best and brightest in social media campaigns and marketers over the last year.

Wednesday, May 8
10:15 AM - 11:00 AM
Exploring the Career Path of a Social Media Professional

Even as organizations started creating positions for social media strategists in the mid-2000s, the position usually topped out at the manager level. While the role has grown up, the career path for the social media strategist remains mostly undefined, with organizations still unsure of how social fits into the corporate hierarchy, providing challenges but also opportunities for the career-minded strategist forging her own way. In this session, you’ll hear from a panel of social media experts who have and continue to navigate this path.

They’ll discuss:

  • The 5 future career paths for the social media strategist
  • Whether social will be absorbed into an already-existing or as-of-yet undefined future function
  • How to make a case for a C-level social media executive position in your organization
  • What skills you should be developing whether you intend to remain in social or jump to another role
  • What skills and experience you should look for if you’re hiring for this role
Wednesday, May 8
10:15 AM - 11:00 AM
How to Use Social Listening for Better Marketing Campaigns

Social listening isn’t hard, it’s what you do with the data you collect that is the inexact art. Mastering it is no small feat, but the brands who do it best are the ones who have learnt to measure, redirect strategy and even monetize what can appear to be an unknown quantity. In this Main Stage event, Social Chain CEO Steven Bartlett will talk about how to implement a social listening strategy and discuss the vital role AI is playing in the future of marketing. In a world where strategies are content led, Steve will be showing how to optimize the production of content to compete with the consistent, pioneering changes within the digital world.

We’ll cover:

  • What tools you should use to monitor topics, keywords and hashtags people use when talking about your brand
  • The best social listening KPIs for your brand
  • How to listen for pain points and create content to address them
  • Tips on how to find valuable data in what can appear to be a miasma of sentiment
  • When to lurk and when to respond to criticism
  • How to monitor sentiment to reveal larger insights about your brand
  • Why you should launch your social listening strategy well before you launch your marketing campaign
Wednesday, May 8
10:15 AM - 11:00 AM
Programmatic Strategy for Marketers

Programmatic advertising is not new, but as machine learning becomes more sophisticated, it is becoming an effective tool for social media marketers. With social media platforms being treasure troves of data about their users, platforms are increasingly engaging marketers directly, effectively becoming demand-side platforms themselves. One thing standing in the way of social media pros harnessing the potential of programmatic is the process itself.
We will cover:

  • Why the “walled gardens” of Silicon Valley’s big tech giants are more responsive to programmatic campaigns
  • Using programmatic to prove the ROI of social media investment
  • How social and paid media teams can work together to develop metrics and create more effective social campaigns
  • The ins and outs of real-time bidding (RTB) and exchanges
  • Header bidding
  • Developing a brand safety policy for vendor and agency partners
Wednesday, May 8
10:15 AM - 11:00 AM
Visual Storytelling Essentials

The written word is increasingly replaced by images and video, and there’s no question that visual storytelling is a crucial skill for social media communicators. Content creators must produce great visuals—or at the very least, be able to direct visual artists and videographers effectively. In this session you’ll learn how to develop a visual narrative around your brand’s messaging priorities by platform.

We’ll cover:
• Industry examples of successful video and photo campaigns that drove audiences to take action
• Affordable tools and tricks for capturing effective video content on a smartphone
• Distribution of visual content on different social platforms
• How to approach visuals on owned channels
• The latest trends in live video strategy
• How to storyboard a brief video for social vs. a longform campaign video
• Strategies for coordinating with and directing videographers and photographers
• How to get your organization comfortable using video

Wednesday, May 8
11:00 AM - 11:15 AM
Sweet & Salty Networking Break + AMA

Grab a bite to eat and stop by the Yard for fun and games or the Ask Me Anything stage to, well, ask our experts just about anything (related to social media).

Wednesday, May 8
11:15 AM - 12:15 PM
Integrating Social Media Marketing With PR and Sales

Often, the social media function doesn’t sit in one department—it can be spread among sales, PR and marketing. And each team approaches social with different goals, voices and desired customer experiences. Unfortunately, a fractured social strategy can stir up distrust among audiences and stakeholders and turn off potential customers. This session will cover strategies for training and deploying social media best practices across departments to ensure your brand voice is distinctive, but unified.

Our experts will cover:
• Strategies for training employees on intended voice and brand personality
• How to make a business case for your team’s approach to social
• Using Agile methodology to break up silos and drive collaboration across departments
• Writing up social media guidelines for each department

Wednesday, May 8
11:15 AM - 12:15 PM
How to Customize Your Content for Every Social Channel

Studies show that modern audiences don’t like feeling like they’re being marketed to. Yet, marketers continue to create content that looks like marketing, because it’s not customized to the audience and how they use their favorite social media channels.

If we put less focus on creating beautiful marketing content and instead focus on creating personal connections with customers, social marketers can find the perfect blend to drive results.

After this session, you’ll be able to:

  • Put yourself in your social media followers’ shoes, experiencing your content like they do
  • Recognize that what looks good from a marketing perspective may not be what looks good on social media
  • Better understand how content is consumed differently on different social media platforms
  • Learn how to customize content for the mode in which users consume it
  • Accept and get comfortable with embracing imperfect content to experience better results
Wednesday, May 8
11:15 AM - 12:15 PM
How to Maximize LinkedIn for Audience Growth

LinkedIn was once considered a site for job seekers, but marketers are now realizing the platform’s potential for reaching the business-minded. LinkedIn has even added a new live video feature, which marketers can harness in their efforts. Hear from brands who are maximizing LinkedIn’s capabilities to engage target audiences and come away with ideas for a smart and efficient LinkedIn strategy.

We’ll cover:
• What content LinkedIn users engage with most
• How to leverage LinkedIn Live in your content mix
• How to determine what types of content and frequency works best for your audience
• A look at LinkedIn’s paid tools (including Elevate), and a case study of a budget-friendly pay-to-play campaign
• How to get the most out of your LinkedIn Company Page
• What a smart LinkedIn lead-generation strategy looks like
• The latest visual tools LinkedIn has released for marketers
• Best practices for establishing thought leadership on the platform
• How LinkedIn’s retargeting tools can be used to advertise to business leads on and off-platform

Wednesday, May 8
11:15 AM - 11:35 AM
Moving to a Social CRM Model: Social Experience as a Service, presented by Verizon

Progressive brands need to look at social engagement as a relationship-building moment with customers at any point in the journey—whether through marketing, awareness, care, community, ideation or garnering useful consumer insights.

But how can modern social enterprise practices drive a positive experience for customers from start to finish without dropping the ball? In this session, you’ll learn how your brand can transform your CRM model to best reflect audience behavior.

Our Verizon speaker will cover how your brand can apply modern CRM practices to:

  • Integrate social marketing tactics across your business
  • Drive cost savings and lead generation (revenue)
  • Build intelligence
  • Increase engagement
Wednesday, May 8
11:40 AM - 12:00 PM
Using Advanced Social Media Frameworks and Applications to Maximize ROI, presented by Infovision Social

Your C-suite wants to see a return on investment for every major initiative you run. The evolution of social media, along with technology, has empowered marketers to communicate more precisely and accurately. However, even with all of these tools and metrics in place, maximizing ROI through social media campaigns remains elusive.

Basic metrics do not paint an accurate picture in translating your increasingly specific marketing goals to a complex global audience. In this session, our trainer will help you understand the value of customized KPIs and advanced metrics when combined with technology and human intelligence, which can quantify the overall impact of your marketing activities on social media.

You’ll learn how to:

• Make informed decisions as a marketer before investing in social media campaigns
• Ensure increased active awareness, higher engagement and maximum ROI
• Adopt advanced social metrics to quantify opinion- and sentiment-based KPIs including likability, CSAT, quality, experience and convenience
• Understand the latest trends in digital consumer segmentation for more targeted marketing

Wednesday, May 8
12:05 PM - 12:25 PM
How to Leverage Interactive Media in Your Digital Marketing Campaigns, presented by Business Wire

The best campaigns command attention, engage audiences and draw people to interact with your brand. During this session, Michael Toner, vice president of digital strategy at Business Wire, will share how you can leverage powerful tools that support integrated PR, marketing and social media campaigns.

In this session, you’ll see case studies modeling how marketers can package up their marketing, social and traditional media efforts in to a single comprehensive campaign.

You’ll learn:

  • How to bring your next campaign to life by creating an interactive experience
  • The best ways to extend the reach of proven content by packaging it along with clickable hotspots and calls to action
  • How to create a visual communication experience that both defines your brand and is part of your overall marketing campaign
Wednesday, May 8
12:30 PM - 1:30 PM
Birds of a Feather Networking Lunch

As you enjoy your networking lunch, you’ll hear the senior director of Viacom’s Culture and Insights Group, Maya Peterson, present on Experiences x Social Media. She’ll share just how much social media has fundamentally changed the nature of experiences by fueling our identity projection, rewiring our connections and augmenting our memories.

Then, join your peers for table-wide topic discussions on SEO, measurement, storytelling, podcasts, live video and more.

Wednesday, May 8
1:30 PM - 1:45 PM
Networking Break + AMA

Take a break before your next session and join our speakers at the AMA stage in the Exhibit Hall, where you can ask “anything”—so long as it pertains to social media and marketing, of course!

Wednesday, May 8
1:45 PM - 2:45 PM
Brand Ambassadors and Social Sellers: Influencers on Instagram and Facebook

Many brands use Facebook and Instagram for building brand awareness, but have fallen behind when it comes to selling products or services on those channels. Algorithmic changes in recent years have made direct selling difficult on both platforms, but loyal followers can still be converted into customers with the right tactical approach. Our experts will share case studies where they successfully tied ROI to resources spent on a social selling campaign.

You’ll learn how to:
• Leverage Instagram Shoppable posts
• Activate brand ambassadors to allow customers to sell your products or services for you
• Set up a brand catalog on Facebook
• Use paid social resourcefully to drive sales
• Work with influencers to increase customer response

Wednesday, May 8
1:45 PM - 2:45 PM
How to Launch a Podcast and Build a Listener Base

Podcasting is one of the fastest-growing platforms for reaching online audiences. And with 80 percent of listeners tuning in for almost an entire program on average (Podcast Insights), podcasting could be the silver bullet for combating short attention spans. In this mini-session, we’ll discuss how to decide whether podcasting is right for your brand, where to get started and routes to sponsorship.

We’ll explore:

  • How to determine if podcasting is a fit for your brand
  • How to start a podcast
  • How to upload and distribute your podcast
  • Why investing in equipment and software is important
  • How to start getting sponsors
  • How to build an audience
Wednesday, May 8
1:45 PM - 2:45 PM
Social Customer Care: Turning Tough Customers Into Brand Evangelists

Customers, particularly dissatisfied ones, are often vocal on social media. But helping them quickly, efficiently and compassionately can transform disgruntled customers into brand loyalists. Our panel of experts will discuss how to respond to customers on and offline and navigate those highly visible negative sentiments.

You’ll learn how to:
• Find and train the right talent for social customer care roles
• Respond when a single negative post stirs up a windfall of other posts
• Use surprise and delight tactics to actively improve peoples’ experience
• Determine when to take the conversation offline

Wednesday, May 8
1:45 PM - 2:45 PM
What Marketers Need to Know Now About Blockchain, AI, AR, and Voice Search

Emerging technology continues to impact the way we do work on a daily basis. In this session, we’ll focus on how top brands are utilizing voice search, AI, AR, and blockchain—and what industries are likely to transform the fastest as a result of these new technologies. This session will make you just dangerous enough to hold a discussion with key stakeholders, be it the C-Suite, customers and clients.

We’ll explore:
• Determining a ballpark budget for resources needed to integrate AI into your marketing function
• Understand how and where AR fits into your user experience and customer insights
• How blockchain can strengthen payment processes, supply chain management, overall security and increase customer trust as a result
• The skill set and talent needed to integrate voice for business into your SEO program

Wednesday, May 8
1:45 PM - 2:45 PM
When Brands Take A Stand—Or Don't

In today’s polarized online environment, your brand can no longer afford to stay on the sidelines. The stakes for playing it safe are higher than ever before, as increasingly more brands dive into the issues of the day. Making a brand statement doesn’t need to be a campaign endorsement, but if you want your brand to stand for something authentically—and make sure it will stay standing—there are some key things to keep in mind.

Our panel of strategists will discuss:
• How to determine what issues are suitable for your brand to weigh in on
• What to do if and when your brand faces backlash from stakeholders for making a bold statement
• Working to ensure your company reflects its stated values in internally
• Inspire social followers and advocates to join and spread your message and movement
• When staying silent can harm your brand

Wednesday, May 8
3:00 PM - 3:30 PM
Influencer Roundtable

The Shake-Up continues its tradition of closing out the show with a Main Stage roundtable of top influencers shaking up social. We’ve gathered a diverse set of sought-after influencers who will share their secret sauce for engagement, innovation and online commerce. Brands will get a final unvarnished look at what makes a successful partnership from an influencer’s point of view. This is one of our most popular sessions—so be sure to schedule your return flight with time to spare.

This panel will include:
• The biggest brand turnoffs from influencers’ point of view
• How and why influencers sign onto campaigns
• What influencers are looking for in a campaign contract
• Examples of influencers’ best unpaid partnerships in recent memory
• Where influencers see their field going in 2020 and beyond
• The Shake-Up’s biggest group selfie yet—influencers included!

Wednesday, May 8
3:30 PM - 4:10 PM
Closing Keynote: Slow-cial Media with Ann Handley, Digital Marketing Pioneer and Wall Street Journal Best-Selling Author

Forget social media. Here at The Social Shake-Up, it’s time for Slow-cial Media. So what is Slow-cial Media and, more importantly, how can we use it effectively to fuel our own success?

Slow-cial Media is a strategic approach to real, sane, sustainable success.

In this jargon-free, fun talk, Ann Handley becomes your Slow-cial Tour Guide, annotating your tour of how the smartest companies:

  • Slow down their inspiration
  • Slow down engagement
  • Slow down social value

Always-on, transparent, honest conversations of unprecedented access between consumers and companies are still the promises of social media. But here’s the thing: It’s best served Slow.

Are you ready for Slow-cial Media?

HECK YES YOU ARE.

Wednesday, May 8
4:15 PM - 4:45 PM
Closing Reception

Let’s not say goodbye; just “see you soon”!

No Results.

At The Social Shake-Up