The Social Shake-Up Boot Camp

Wednesday, Nov 15

1. 8:00 am – 8:55 am

   Registration and Networking Breakfast
2. 8:55 am – 9:00 am

   Opening Remarks: Let’s Kick It Into Gear
3. 9:00 am – 9:45 am

   Use Facebook & LinkedIn to Build Community and Inspire Brand Advocates

   In this opening session, we’ll look at how brand communicators are building community, driving actions and brand advocacy on LinkedIn and Facebook, and how you can use groups and informed research to grow your brand’s online community and keep the engagement rate high to get a leg up on your competition.

   You’ll learn:

   • How to target influencers and groups of likeminded individuals on Facebook and LinkedIn to spark discussions and help them build community around your brand
   • How to drive user-generated content using competitions and CTAs on Facebook
   • How to find, research and reach different audiences through LinkedIn’s varied distribution channels
   • The most effective ways of using Groups on both platforms
   • Measurement strategies that will let you track and communicate the business impact of your community to key stakeholders
   • What kinds of posts resonate best for B2C, B2B and nonprofit audiences on each platform
   • How to make the most of your ad spend using sponsored posts on LinkedIn

   • Stacey DePolo

     Social Media Manager

     GoDaddy
   • Mike Pilarz

     Content Marketing Evangelist

     LinkedIn
4. 9:45 am – 10:15 am

   Bot Chat: Why Social Media Pros Should Embrace the Chatbot

   More users are spending their time on instant messaging apps rather than scroll through a crowded feed—and brands are naturally following suite. Chatbots have emerged as an efficient and effective way to interact with customers, drive brand awareness and swiftly link audiences to products and services. In this moderated Q&A, we’ll explore how brands are using bots to improve customer service and connect with new audiences—and how today’s AI applications are just a taste of what’s to come.

   Some questions we’ll answer:

   • What are the different types of chatbots available, and what are their price points?
   • How can I give my bot a human, conversational voice on Facebook?
   • What brands have been experimenting successfully with chatbots and AI on Twitter?
   • What not to do: What are some common pitfalls to avoid?
   • Where is AI heading?

   • Molly Mahoney

     Owner

     The Prepared Performer
5. 10:15 am – 11:00 am

   Craft Killer Tweets That Leap Out in a Crowded Stream

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

   You’ll learn:

   • How to create videos and images that command attention on Twitter
   • Creative ways of using targeted interest areas to grow your following
   • How to construct tweets that create engagement and position the brand as an authoritative voice
   • How to cast and engage with influencers on Twitter
   • Proven strategies for translating analytics into better content
   • How to inject humor and a little attitude into your brand’s Twitter account
   • Real-world examples from top brands of tweets that surpassed expectations

   • Melody Maleitzke

     Director of Social Media Marketing

     BARBRI
   • Krisleigh Hoermann

     Director of Marketing, Institute for Precision Cardiovascular Medicine

     American Heart Association
6. 11:00 am – 11:20 am

   Networking Break
7. 11:20 am – 12:00 pm

   Paid Social Strategies That Will Make the C-Suite Sing Your Praises

   In an era of severely limited organic reach, a paid social strategy that optimizes your budget—and proves its value—is critical. But how can you best use promoted posts to reach your business goals without breaking the bank? What are the most effective paid strategies and how do they differ for Google, 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
   • Measure the ROI of your paid campaign on Facebook, Instagram, Snapchat and Twitter, and communicate that to the C-suite
   • Test different creative elements and target audiences before you buy
   • Use marketing automation on Facebook to ensure you hit your ROI
   • Use interest areas to reach new users

   • Brittany Saake

     Manager of Marketing and Social Media

     Autry Museum of the American West
   • Josh Rawitch

     Senior Vice President, Content and Communications

     Arizona Diamondbacks
8. 12:00 pm – 1:00 pm

   Lunch
9. 1:00 pm – 1:30 pm

   Snapchat vs. Instagram Stories: The Great Debate

   Not all platforms are created equal. In this session, our trainer will explore which is the best fit for your brand: Snapchat or Instagram Stories. We’ll use real-world examples to look at the common attributes of successful Stories on each platform—but more importantly, we’ll parse the factors, such as user base, ease-of-use and functionality, that make each platform distinct, with a point/counterpoint format. Confused about which channel to use? You won’t want to miss this session.

   You’ll learn:

   • The demographic considerations in choosing which platform is right for your brand
   • Key differences in each platform’s functionality and ease-of-use
   • The most important KPIs for measuring the success of your Snapchat and Instagram stories
   • Real-world examples of stories that resonated on each platform
   • How to strike the right tone for your audience

   • Stephanie Chan

     Editorial Producer

     Cisco
10. 1:30 pm – 2:10 pm

    The New Rules of SEO: Crafting Content That Dances to Google’s Algorithm

    Content truly is king with Google. One of the search engine’s main considerations in assessing a site’s relevance is the quality of the content found within—to be a top-ranked site, you have to offer the best content. In this session, our panel of 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:

    • The latest changes to Google’s algorithm and how it impacts your content
    • How to analyze your website to determine whether it’s optimized for search
    • Why long-form content offers a great opportunity to capture attention
    • Ways to amp up the speed, quality and appearance of your site for higher ranking
    • Situations that benefit from AdWords bidding, and tools for determining the best search terms for your brand

    • Jack Michelman

      Director of Business Development

      Status Labs
    • Javier Castillo

      Senior Manager, Digital Strategy & Creative Services

      Millennium Health
11. 2:10 pm – 2:55 pm

    Birds of A Feather Networking Roundtables

    During this session, you’ll network and brainstorm with your peers in a free-form, moderated discussion. The roundtables will proceed in two 20-minute durations, allowing attendees to sit in on two of the five topics, and at the end, the moderators will share one key “Shake-away” from each group with the audience.

    Topics include:

    • Video
    • Facebook
    • Twitter
    • Snapchat
    • Instagram
    • Google
       
12. 2:55 pm – 3:50 pm

    Visual Storytelling: How to Make an Impact in the Blink of an Eye

    Given that our brains process images about 60,000 times faster than it does words, a picture is worth much more than the old cliché suggests. While storytelling is a core competency for most communicators, the visual element inherent in social media is quickly redefining narrative forms. So, how are brands using the language of images, short-form videos, infographics and gifs to connect with their audiences across all of the major social platforms? In this power session, top content creators will reveal how best to speak the language of images.

    You’ll learn how to:

    • Develop your brand’s visual identity on Instagram and Snapchat
    • Convey your message on video in less than 10 seconds on Twitter
    • Identify what makes a compelling story—then execute it
    • Produce videos and images for Facebook without breaking the bank
    • Generate content that captivates and leaves your audience wanting more

    • Matt Prince

      Sr. Manager, PR and Brand Experience

      Taco Bell
    • Cynthia Curiel

      Vice President, Communications

      Northrop Grumman Corporation
13. 3:50 pm – 4:10 pm

    Networking Break
14. 4:10 pm – 4:40 pm

    7 Trends That Will Define Social Media in 2018

    Change is the only constant in social media and as the rate of innovative continues to speed up, it’s getting more difficult to anticipate what’s around the corner. From the storytelling possibilities of virtual reality and 360 video to the growing application of artificial intelligence, the not-too-distant future promises a dizzying array of new tools for brand communicators. In this session, futurists will demystify the technological trends that will shape 2018 and beyond.

    • Jessica Fish

      Principal

      Inclusiv.us
    • Katie Farrer

      Corporate Social Content Team Lead

      IBM
15. 4:40 pm – 4:45 pm

    Closing Remarks
16. 4:45 pm – 5:30 pm

    Networking Reception