The Social Shake-Up 2021 is designed to highlight the latest social media trends as they relate to Business & Strategy, Creative & Storytelling, and Platforms & Case Studies. Experts from Kroger, WarnerMedia, JPMorgan Chase, EY, Home Depot, Mailchimp, IBM and GLAAD are just some of the speakers who will provide actionable takeaways for attendees.
Despite TikTok’s monumental rise the last few years, many brands have yet to dip their toes in—some perhaps overly cautious, with others yet to find an audience on the platform. The same goes for new social audio player Clubhouse and its clones across Facebook, Instagram and Twitter. Other brands have been more eager to take risks, exploring the possibilities of risqué platform OnlyFans, or building niche communities on Discord. Our panelists will explore the risks and rewards of diving into new platforms, sharing how they know when to go for it–and when to take a pass.
The social media manager, once relegated to simply posting on a brand’s myriad channels occasionally, has vastly changed over the last decade. The role now encompasses research (where and when to post), content creation and iteration, measurement, campaign optimization, customer service, reputation management, crisis communications...the list goes on. In this discussion, our panelists will share:
While social listening software has made it easier for marketers to spot trends and denote audience sentiment, a human touch is still needed to know what to do with all of that data. Our panelists will share how they convert social listening data into actionable campaign strategies that tie to business goals.
From opening up its blogging capacity to expanding live video and targeting capabilities, LinkedIn can be your organization’s secret weapon—if you use it wisely. In this session, get real-world tips on making LinkedIn’s content and advertising features work for your brand.
Veteran marketer Micah Hart (Buffalo Wild Wings, NBA, “Who Knows One?”) shares his top tips for getting inspired when you’re fresh out of—or have yet to generate—unique social media content ideas. Whether you’re rethinking your content ideation process, or just want some tips to make your posts stand out in the feed, Micah has ideas to stop the scroll and the creative struggle.
In this panel, learn key strategies for landing an influencer that truly resonates with your target audience, while ensuring the partnership stays productive and meets business goals. Our panelists will discuss evolving influencer marketing strategies that have emerged amid the pandemic and beyond. We’ll also take a look at new or underutilized platforms like TikTok and YouTube.
Savvy marketers know to tie each post and campaign to an overarching goal, be it awareness, consideration, donations or sales. But how do you choose the key performance indicators that tell you whether content is resonating—and better yet, allow those KPIs to inform campaign pivots, audience targeting and future content? In this session, learn tactics to nail down the indicators that will help you make the most of your social media efforts.
YouTube just celebrated its sweet 16, and is the second-biggest search engine next to parent company Google, with 2.3 billion monthly active users. Yet, despite its longevity and popularity, many marketers and communicators use the platform only sparingly. In this session, learn how to deploy your YouTube efforts anew, and get up-to-date best practices for reaching new audiences on the platform.
Brands are seeking new, disruptive channels for candid avenues to interact with their audiences. But a brand's image still needs to fit within the platform in some way, shape or form. Fortunately, there are many disruptive platforms that allow brands to think outside the box in order to reach consumers through creative endeavors. In her presentation, Ashley will unpack some of these disruptive platforms, including OnlyFans, Discord and Tumblr.
In this fireside chat, Rich Ferraro, Chief Communications Officer at GLAAD, will share the latest insights and best practices for LGBTQ inclusion, visibility and safety on social media. We’ll walk through an up-to-date glossary of LGBTQ language for social media professionals to be aware of, as well as sharing actionable findings from the latest consumer research on LGBTQ inclusion in advertising and brand communications. Attendees will come away with ideas for going “over the rainbow” in their communications and learn steps to take in order to avoid getting called out by the LGBTQ community for an inauthentic approach.
How did Taco Bell wrangle Reddit? Simple. By asking what would Snoo do and going from there. Through social listening, a platform-first strategy and fostering authentic community relationships, Taco Bell successfully made content for Redditors, by Redditors. Learn how.
From the latest platforms to the most current features, to managing crises that hit first on the various channels and ensuring brand voice and creativity are top of mind, social media managers are expected to know, and do, it all. While some organizations are fortunate to have teams in place to juggle these responsibilities, others have a sole practitioner expected to wear all these hats. Learn best practices on prioritization from a team of one, including how to manage it all without burning out.
B2B marketers are charged with finding the needle in the haystack: reaching narrow swaths of an ever-growing pool of social media users. In this session, learn how marketers working at top B2Bs are using tailor-made content targeting their ideal and existing customer bases.
It’s no interplanetary leap to ensure your brand’s content is pushed consistently to social media and Google pages at the local level. Join us on a trip as we launch your brand to new altitudes. Mission: Brands and Retailers synced, sharing, and operating on all boosters. All are welcome – after all, it’s not rocket science.
Inclusion is more than just a buzzword; it’s a business imperative, though many still struggle with getting it right. Why do so many organizations continue to fall flat in their inclusive messaging strategies? In this session, Romey Louangvilay will share best practices for businesses large and small, provide real-world examples of messaging that missed the mark and explain how marketers can do better.
When it comes to social media, nonprofit organizations face some of the toughest challenges: little, if any, budget for paid social, small or solo teams, and competing with other worthy causes for audience awareness and funding. Whether you work at a nonprofit yourself, or are simply looking to get thriftier with your social media resources, you’ll come away from this session with tested strategies for making a big impact and driving your mission home, regardless of your organization’s size or budget.
In this session you’ll learn how to make your social media reporting and measurement more accessible and legible to your executive team or client. Our presenter will also discuss using analytics to make the case for additional marketing resources in the longer term, while clearly and effectively communicating business goals as they relate to social media efforts.
In this keynote conversation, hear from the power players driving Atlanta's rise as the influencer capital of the country. The Atlanta Hawks, long known for successfully tapping into the city’s cultural zeitgeist, connected with the Atlanta-based TikTok House CollabCrib, subject of The New York Times Presents: Who Gets to Be an Influencer? documentary, to help drive excitement for the team’s unexpected 2021 NBA Playoff run. Hawks Director of Marketing, Narcis Alikhani, and Keith Dorsey, co-founder of CollabCrib, will discuss the partnership, the importance of recognizing creators of color, and the shifting paradigms for generating authentic fan engagement.
Sure, social audio is a hot topic in social marketing circles, but how do you grow a following in this burgeoning space? In this mainstage session, learn how the superfan marketers behind #ClubBravo built a community of 9,000 followers on Clubhouse in 90 days. Jim Nickerson and Dave Quinn, who founded #ClubBravo on Clubhouse, will share their top social audio takeaways. Then, tech investor and Real Housewife of Atlanta, Tanya Sam, joins Dave on stage for a one-on-one interview to discuss her take on the social audio sector and more.
Join Sarah J. Galvez, former Director of Social Media for President Joe Biden’s 2020 campaign and current member of the Google Social Lab, as she walks you through creating content strategies and large-scale campaigns when time — and constant chatter on social — is working against you.
You have ambitious, inspired ideas for your next campaign—but you are working with a skeleton crew and a negligible (or zero) social budget. So, what’s a social marketer to do? In this session, learn how fellow thrifty social media pros are making the most with less, winning new audiences in spite of limited resources.
While social media platforms share certain qualities—prioritizing visual content, for instance—deep differences exist in audience expectations on each channel. And while some audience overlap exists, your creative assets may not resonate the same way on TikTok as they do on Instagram, and vice versa. In this session, learn strategies for tweaking and adjusting creative to meet platform audiences where they are, while being more strategic in leveraging the channels that truly speak to your target market.
Because of the constant change in the landscape of social media, internal social media policies are often vague, if they even exist at all. For those organizations that don’t have a policy in place, figuring out where to start may be mystifying. In this session, attendees will learn how to explain governance to other internal stakeholders and emphasize how a sound policy protects the organization for reputational and business threats. Whether you’re a solo social media practitioner or part of a global organization, you’ll gain actionable insights into understanding how to identify high priority governance issues and implement simple changes to protect your organization social media properties and presence.
Brands have more desire than ever to be the first to jump on the latest trends. Be it the newest platform, some just-gone-viral content, or perhaps a response to news of the day, brand marketers are under immense pressure to speak up and get it right. In this session, attendees will learn when and how to jump on the bandwagon and when to avoid being the first.
Actively engaging with your customers is a key part of social media management. Come learn how surprise and delight can be used to reward engaged and loyal customers while also proving to be a great addition to existing campaigns.
Get a full rundown on the latest Instagram tools (including IGTV, Stories, Reels and Insights) that you should be using to level up your strategy. Learn how to audit your Instagram account to understand your content performance, audience and how you stack up against your competitors. We’ll discuss integrating business goals into your Instagram game plan, as well as exploring techniques like the 60/40 curated/created mix and a stop-start-continue strategy. Plus: Get the latest tips for engagement, profile optimization and resources for content inspiration.
Despite all intentions, several items, across platforms, can cause accessibility issues both for content creators and for the audiences they are intending to reach. In this session, Matisse Hamel-Nelis shares why accessible social media is important and provides attendees with specific use cases on the various social platforms.
Now that the big social platforms have reproduced Clubhouse’s core features, it’s become clear that social marketers will likely need to add social audio to their toolkit. We’ll compare and contrast Clubhouse against the Twitter and Facebook clones, and offer tips and tactics for making the most of the latest cross-platform craze.