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* Social Media Summit
June 7 & 8, 2022
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June 9 & 10, 2022
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Register Now & Save $300
Savings Ends April 14Download Agenda
DAY 1 — SOCIAL MEDIA STRATEGIES SUMMIT
June 7th and 8th feature social media marketing and content strategy focused
talks and case studies.
Tuesday, June 7, 2022
Thank you to our title sponsor:
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Emcee
Mary Olivieri
EVP, Executive Creative Director
CBD Marketing
8:15 a.m.–9:00 a.m. Pacific Time
PANEL
Learning to Take Creative Risks to Find Success on Social
(READ MORE)
This panel will discuss topics including:
* How to see opportunity in creative risks when posting and how it can help
your brand find content that will resonate with its followers
* What to do when a piece of content gets negative feedback and how to learn
from it
* Finding the right threshold for trying new ideas that still align with your
brand
* The role of cancel culture in taking risks on social
* Defining guardrails for your brand to help avoid content missteps and
position it for success
* Defining an approval process that still allows you to post timely content and
try new things
(Read Less)
MODERATOR
Karen McFarlane
Chief Marketing Officer
Lettershop
Markeia McCarty
Marketing Manager
Hunters Entertainment
Glenn Woods
Sr. Social Media Manager - Brand
Hulu
Chris Kelleher
Head of Organic Social Media
Wayfair
9:00 a.m.–9:15 a.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
9:15 a.m.–9:30 a.m. Pacific Time
Break
9:30 a.m. - 10:15 a.m. Pacific Time
Tips and Tricks for Creating Fun Instagram Stories & Reels
Speaker TBA
Interested in speaking?
Click here to submit a proposal
10:15 a.m. - 11:00 a.m. Pacific Time
Audience Targeting Best Practices - Building a Data-Driven Social Media Strategy
Speaker TBA
Interested in speaking?
Click here to submit a proposal
11:00 p.m.–11:30 p.m. Pacific Time
Break
11:30 a.m.–11:45 a.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
Marketing the Way Consumers Consume: Creating a Seamless Omnichannel Experience
11:45 a.m.–12:30 p.m. Pacific Time
Rapid Response Social: How to Leverage Cultural Moments for Brand Awareness
(READ MORE)
Want to include your brand in today’s trending topics? Consider a social rapid
response strategy. Rapid response involves social listening, quick thinking,
clever content copy and precise timing. The benefits of a successful rapid
response opportunity could skyrocket your brand’s social impressions and land
substantial earned media. During this session, you will receive tips and tricks
on how to:
* Stay abreast of cultural moments
* Respond in a timely fashion
* Maximize your viral moment
* Maintain relevance on social trends
(Read Less)
Brittany Jones
Senior Cultural Impact Specialist
The Martin Agency
12:30 p.m.–1:00 p.m. Pacific Time
Into the Metaverse — A Modern Marketer's Guide to Trends in Gaming, AR/VR and
NFTs
(READ MORE)
Facebook's rebrand to Meta, a Metaverse company, has left most of us wondering
what exactly is the Metaverse and how does it affect those working and creating
inside marketing and advertising.
Joe Cox, the Pop-Marketer will take you on a guided tour of the Metaverse,
beyond the hype, exploring the technologies & trends behind this new vision of
the internet and what you can do now to make sure your career is optimized for
pioneering this rich space that some call the creator economy.
We'll learn why gaming is the new social media, how virtual influencers are
taking over the streams and what in the actual hell an NFT is, and why it
matters way more beyond $1 million dollar jpegs.
(Read Less)
Joe Cox
Founder & Creator
The Pop-Marketer
1:00 p.m.–1:15 p.m. Pacific Time
Break
1:15 p.m.–1:45 p.m. Pacific Time
How to Build Compliant Social Campaigns, Influencer Agreements, and More
(READ MORE)
Companies that take risks and push boundaries are the ones that get their
messages heard. But, it’s all too often that eye-catching social media content
fails to navigate costly legal pitfalls. Until now. Learn the tactics on how to
create content that avoids legal scrutiny, develop agreements to help manage
influencer obligations and deploy sweepstakes that reinforce consumer
satisfaction.
Attend this session and walk away with all this, and more…
* How to use third-party content without infringing on intellectual property.
* What should go in your influencer contracts to limit liability.
* The legal framework for conducting sweepstakes in partnership with a brand.
(Read Less)
Ashli Weiss
Attorney
Weiss Law LLP
1:45 p.m.–2:15 p.m. Pacific Time
A Design Thinking and Creativity Framework to Promote Justice & Equity at Your
Company
(READ MORE)
Most conversations we have about diversity, social justice, and inclusion work
surround the adoption of best practices and replication of strategies that have
worked elsewhere. But little is discussed at the outset about how these
strategies fit our employees and audiences, and what adaptations will be needed
for our game plans to feel “at home” at our organizations.
Using the design thinking model and a creativity framework developed by Amma,
participants will have a greater understanding of what institutional knowledge,
creative thinking, and a commitment to exploration can do to promote justice and
equity both internally and externally at our companies - and will get to test
these strategies out with real issues within their organization.
By the end of the session, participants will:
* develop a greater understanding of the concepts of equity, justice, and
cultural humility - and why they serve us better than "Smaller" ideas of
diversity and inclusion
* cultivate confidence in applying principles of creativity to infusing their
areas of influence with equity and justice
* find new resources for ensuring their work meets standards of equity and
justice
(Read Less)
Amma Marfo
Speaker and Facilitator
SPEAK Educators
2:00 p.m. Pacific Time
Day 1 Concludes
Register Now & Save $300
Savings Ends April 14Download Agenda
DAY 2 — SOCIAL MEDIA STRATEGIES SUMMIT
June 7th and 8th feature social media marketing and content strategy focused
talks and case studies.
Wednesday, June 8, 2022
8:00 a.m.–8:15 a.m. Pacific Time
Welcome Remarks by Summit Emcee
Mary Olivieri
EVP, Executive Creative Director
CBD Marketing
8:15 a.m.–9:00 a.m. Pacific Time
How to Track and Report ROI to Reflect Social's Business Impact
(READ MORE)
What is social advertising doing for your brand? In this session, we will review
best practices for demonstrating the value of social media marketing in
achieving client goals and the impact of social on business results. From
foundational tracking to improve platform KPIs to advanced tracking that
improves the quality of data being passed back, to third-party solutions that
verify and deduplicate performance across channels, we want to implement
technology that gives a complete view of performance.
In a forever changing landscape, relating social metrics to omnichannel business
results has increased in difficulty but there are tools available to maximize
and refine media delivery. We will discuss these and other strategies for
highlighting the importance of social in the media mix.
Takeaways:
* Strategy for improving ROI for performance-driven social brands
* Techniques and tools to improve data quality and volume
* Talking points for client recommendations
(Read Less)
Marissa Golliday
Paid Social, Associate Director
Digitas
9:00 a.m.–9:15 a.m. Pacific Time
THOUGHT LEADERSHIP SPOTLIGHT
Reaching Your Audience With Engaging, On-Brand Videos
9:15 a.m.–9:30 a.m. Pacific Time
Break
9:30 a.m.–10:15 a.m. Pacific Time
PANEL
The Role of Community & UGC in Authentic Brand Storytelling
(READ MORE)
The role of community building and user-generated content has never been more
important in facilitating an authentic brand experience. This panel will explore
how each of these brands has tapped into their community of brand advocates
Topics include:
* When and with what types of content you should encourage with user-generated
content
* How to balance + empower user-generated content with maintaining your own
brand identity & standards
* Other benefits of UGC beyond content creation
* Maintaining an ongoing relationship with your loyal community of brand
followers
* How to translate UGC and community-driven content into compelling brand
storytelling
(Read Less)
Kat Popiel
Global Head of Content
Remote Year
Katie Boydston
Director, Brand Content & Social Marketing
Hewlett Packard Enterprise
Cara Meiselman
Director, Strategic Content Performance
Slice
10:15 a.m.–11:00 a.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
How to Define Brand Identities with Social Intelligence
11:00 a.m.–11:30 p.m. Pacific Time
Break
11:30 a.m.–11:45 p.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
11:45 a.m.–12:30 p.m. Pacific Time
PANEL
Prioritizing Initiatives and Avoiding Burnout as a Solo Social Media Manager
MODERATOR
Amelia Tran
Head of Digital
iSpot.tv
Marie Lewis
Digital Marketing Manager
Sony Pictures Entertainment
12:30 p.m.–12:45 p.m. Pacific Time
Break
12:45 p.m.–1:30 p.m. Pacific Time
Successful Paid Social in Today's Crowded Market: How Marketers Can Create Ads
that Stand Out in Busy Feeds and Drive Real Growth
(READ MORE)
Today's consumer is bombarded with ads on social media (to say the least). So
how do you break through the noise and get your ads to perform in such a crowded
market?
In this highly engaging and immersive session, James will dissect actual social
media ads from companies in real time, revealing all-too-common mistakes
advertisers make and showing you exactly how you can avoid them to make your
campaigns more successful.
In doing so, he'll teach you the dos and don'ts of social media advertising and
provide practical, real-world tips on how you can instantly create more
successful ads that will grow your business.
After this session, you'll learn:
* Exactly what you should, and should not, include in your ad's images and
videos in order to stand out in today's cluttered feeds and hook your
customers' attention
* Expert copywriting tips, tricks and hacks to incorporate to spark action from
your audience
* Consumer psychology practices to incorporate that will trigger desired
responses among your customers
* How to tap into customers' emotions to significantly improve your campaigns'
success rates
(Read Less)
James Vetrano
Principal & Lead Consultant
2626 Consulting
1:30 p.m. Pacific Time
Day 2 Concludes
Register Now & Save $300
Savings Ends April 14Download Agenda
DAY 3 — INFLUENCER MARKETING STRATEGIES SUMMIT
June 9th and 10th include influencer marketing focused talks and case studies
featuring leading brands and agencies in the influencer space.
Thursday, June 9, 2022
Thank you to our title sponsor:
8:30 a.m.–8:45 a.m. Pacific Time
Welcome Remarks by Summit Emcee
Joe Cox
Founder & Creator
The Pop-Marketer
8:45 a.m.–9:30 a.m. Pacific Time
How to Integrate Shoppable Content In Your Influencer Marketing Campaigns
(READ MORE)
This session explores how brand marketers can develop integrated 360-digital
campaigns with shoppable content and experiences at the center of GTM strategy.
We will dive deeper into the creator economy, and how to leverage trends and
social commerce tactics to create both influencer and brand campaign creative
for evergreen and launch specific moments.
Takeaways:
* How to develop the right digital experience for your brand
* Adopt an audience first test and learn mentality
* Understand objectives and KPIs to measure success
(Read Less)
Nilu De Silva
Head of Digital
Calvin Klein Fragrances, COTY
9:30 a.m.–9:45 a.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 a.m.–10:45 a.m. Pacific Time
CASE STUDY
Setting Up Your Campaign For Success: Ferguson's Influencer Vetting + Onboarding
Process
(READ MORE)
When you think about the industries that are utilizing social media influencers,
the wholesale industry may not be the first one that comes to mind. This session
will cover how Ferguson Enterprises, the largest U.S. distributor of plumbing
supplies, PVF, waterworks, and fire and fabrication products, has grown its
influencer program from informal one-off relationships to a robust program that
has become an integral part of its marketing efforts.
Over the last 3 years, Ferguson’s team has cultivated a community of passionate,
talented influencers through intensive vetting and onboarding. In turn, the team
has been able to showcase to leadership the value that these partnerships bring
to its overall company goals.
Takeaways:
* How to create vetting guidelines and benchmarks
* Understand what type of onboarding process will set your influencer
partnerships up for success
* How to leverage influencer deliverables to meet company goals
(Read Less)
Erika Fields
Senior Social Media Strategist
Ferguson Enterprises
10:45 a.m.–11:30 a.m. Pacific Time
PANEL
Integrating Influencer Marketing into a Larger Marketing Mix
MODERATOR
Blake Vita
Director of Marketing
gen.video
Crystal Duncan
Senior Vice President, Head of Influencer Marketing
Tinuiti
Mylen Yamamoto Tansingco
Talent Manager
Clique-Now
Joey Maestas
Social Media, Influencer and Video Marketing Lead - Education
Microsoft
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:15 p.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
12:15 p.m.–1:00 p.m. Pacific Time
Research-Backed Insights: How to Enhance Influencer Effectiveness With Language
and Visual Choices
(READ MORE)
This session explores current research concerning influencer effectiveness. It
will cover two ongoing streams of academic research that the presenter is
currently conducting. In the first stream of research, he examines how the
language choices influencers choose to use (e.g., pronouns or emotional words)
can slow the rate of attrition of an influencers follower-base. In a second
stream of research, he explains why this occurs and how this generalizes beyond
language to include characteristics of influencer promotions that can impact
influencer engagement (e.g., likes, clicks, shares) and product purchase
intentions. He’ll explain how influencers can cultivate a parasocial
relationship with their followers, leading to lower attrition, and ultimately,
higher engagement.
Managers can use this information to offer guidance in their influencer
campaigns to enhance the effectiveness of their campaigns. Specifically, they
will learn of some of the language choices they can ask influencers to use, as
well as characteristics of the images that they should make sure to include or
exclude in order to capture consumers’ attention and increase their engagement
with the content.
(Read Less)
Jared Watson
Assistant Professor of Marketing
Leonard N. Stern School of Business, New York University
1:00 p.m.–1:45 p.m. Pacific Time
How to Leverage Influencers in B2B Marketing and Secure New Leads Within Weeks
(READ MORE)
According to the Content Marketing Institute, only 24% of B2B brands use
influencer marketing. Translation: influencers are an untapped tactic with
unlimited potential to reach business prospects.
Nationwide Insurance is known to innovate within the digital marketing space
across its many business units. In this presentation, Kristi Daraban, associate
vice president of social media at Nationwide, will share insights into how
complex industries can execute successful influencer campaigns with Megumi
Robinson, vice president of services for Belle Communication, Nationwide’s
influencer agency partner.
Daraban and Robinson will share key takeaways that are applicable to both B2B
and B2C brands by presenting a brand case study that tapped micro-influencers
and resulted in leads.
Attendees of the presentation will learn how to:
* Find niche content creators on best-fit platforms that directly relate to
challenges your audience is facing.
* Create compelling story arcs that make complex topics relatable and take your
audience's mindset into consideration.
* Repurpose published content in an integrated marketing plan to maximize ROI.
* Look beyond vanity metrics and identify which engagements and KPIs are most
important for measuring success.
(Read Less)
Kristi Daraban
Associate Vice President, Social Media
Nationwide
1:45 p.m. Pacific Time
Day 3 Concludes
Register Now & Save $300
Savings Ends April 14Download Agenda
DAY 4 — INFLUENCER MARKETING STRATEGIES SUMMIT
June 9th and 10th include influencer marketing focused talks and case studies
featuring leading brands and agencies in the influencer space.
Friday, June 10, 2022
8:30 a.m.–8:45 a.m. Pacific Time
Welcome Remarks by Summit Emcee
Joe Cox
Founder & Creator
The Pop-Marketer
8:45 a.m.–9:30 a.m. Pacific Time
Creating Influencer Marketing Programs To Yield High Growth At Any Budget
(READ MORE)
Influencer marketing programs and campaigns have changed over the past few years
from being brand awareness drivers to high growth drivers in businesses. Finding
the right metrics to track as well as how to track the success of a program can
be a challenge for large and small companies alike. The same principles for
creating a high-yielding conversion program can be applied to any size company
and any size team. In this talk you'll:
* Walk away with the knowledge of how to set up a program for success from
scratch
* Learn how to adapt your campaigns and program from a zero-dollar influencer
budget up to millions.
* Learn of some of the pitfalls and mistakes most commonly made with beginning
an influencer marketing program for lower-funnel marketing
(Read Less)
Allison Brown
Influencer Marketing Manager
Bulletproof
9:30 a.m.–9:45 a.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
9:45 a.m.–10:00 a.m. Pacific Time
Break
10:00 a.m.–10:45 a.m. Pacific Time
Building an Audience-First, Test and Learn Paid Influencer Strategy
(READ MORE)
Do you have a test and learn paid influencer strategy or are you employing a
one-size-fits-all approach? Many companies assume their consumers consist of a
single demographic and psychographic profile directly related to their product,
but that couldn’t be farther from the truth. Humans have a diverse range of
interests and have that appeal to them. What if you could learn how to create a
sustainable step-by-step approach to learn what kinds of influencers resonate
with your brands’ various consumer groups, understand what assets and ad formats
work best, and have the ability to report actionable findings to senior
leadership?
After this session you’ll have these takeaways:
* How to create your influencer test and learn strategy
* How to find the right audience-first influencer mix
* How to source and deploy a diversified mix of assets
* How to structure your reporting to find actionable insights for future
strategy modification
(Read Less)
Arissa Agnant, M.S.
Owner
Arissa Agnant Consulting
10:45 a.m.–11:30 a.m. Pacific Time
PANEL
Cause Marketing + Influencer Campaigns
MODERATOR
Tiffany Rivers
Senior Director, Social
Media Cause
Eleni McCready
Senior Director of Brand Marketing + Community
Lilly Pulitzer
Eboni Munn
Director, Brand Marketing, Content and Creative
It Gets Better Project
11:30 a.m.–12:00 p.m. Pacific Time
Break
12:00 p.m.–12:15 p.m. Pacific Time
THOUGHT LEADER SPOTLIGHT
12:15 p.m.–1:00 p.m. Pacific Time
Measuring ROI When Working with B2B Creators
(READ MORE)
We’ve seen influencer marketing continue to trend upward in the B2C space. But
in the B2B brands the most impactful creators aren’t full time influencers –
they’re the customers who use your product or service to enable their business’s
success. So how do you go about putting together a plan that’s mutually
beneficial? The best proposal for a new influencer marketing plan is one that
considers the return on investment for your brand as well as for your
influencers – because their business’s success is your success.
Key Takeaways:
* What to consider when developing a program proposal
* Tips for getting the most out of creator partnerships
* KPIs to consider in measuring ROI for your company and your creators
* Tactics to use to streamline your influencer program
(Read Less)
Caitlin Maddock-Bahr
Social Media Manager
Caterpillar
1:00 p.m. Pacific Time
Day 4 Concludes
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ON-DEMAND SESSIONS
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How Cross Business Unit Campaigns Can Improve Your Omnichannel Customer Journey
(READ MORE)
Omnichannel marketing strategy was a technique used by Ferguson Enterprises to
provide an integrated experience across owned and earned media. To create an
omnichannel customer journey we implemented a cross-channel marketing strategy
with all hands-on deck. Throughout this presentation you will learn how to be
successful by launching and executing a campaign across multiple channels. By
doing this, you are marrying the integrated channels together and ensuring that
your brand always remains top of mind.
How do we do this? We use mediums and platforms that complement each other.
Think of relationships between LinkedIn and Facebook married with an email to
unify your data and provide analytics internally, as well as externally. After
attending this session, attendees will be able to dive deeper into cross-channel
marketing campaigns, how they link to one another, and how to create that
integrated experience all users seek to find.
(Read Less)
Whitney Duenas
Marketing Strategist
Ferguson Enterprises
Both Sides Of It: 10 Insights from Being an Influencer While Running an
Influencer Agency
(READ MORE)
Lucia Aguilar went from doing influencer marketing for a brand to starting her
own agency and then becoming an influencer herself.
After just 3 years, her agency now has over 50 employees, and her influencer
community has over 90k people. How did she do it?
In her talk, she'll share:
* Top tactics for negotiation with influencers, from both an influencer and
agency POV
* Best practices for using influencers to drive growth for your brand
* How to leverage the power of influencers for your personal brand
(Read Less)
Lucia Aguilar
CEO
TATAM.digital + luliinvierte.com
The Dark Funnel, Data Disruptions and the Future of Social Media
(READ MORE)
Today’s marketers are experiencing gaps in the reporting of their customer’s
buying journey - aka ‘The Dark Funnel’ - which makes understanding the best ways
to market to shoppers a constant challenge. Ongoing data privacy limitations
add to the complex problems marketers face.
Kristen Wiley, Founder/CEO of Statusphere - a technology platform that scales
micro-influencer marketing - will break down how calculating marketing
attribution has changed and share best practices for brands looking to grow in
the community commerce space. She’ll discuss how marketers can develop a
consistent stream of UGC to support brand awareness goals, build audience trust
and create customers through conversations.
Attendees will learn:
* Why traditional attribution models don’t work anymore
* Strategies for calculating marketing attribution in the “dark funnel”
* Tracking tips, tools, and techniques to optimize your dark funnel strategy
(Read Less)
Kristen Wiley
Founder & CEO
Statusphere
The Art of Crisis Situation Preparation and Response
(READ MORE)
The digital/social age has revolutionized the way we generate, distribute and
consume news. During a crisis situation, fear feeds the fire – and in today’s
interconnected world, a seemingly benign situation can rapidly spiral out of
control, leading to thousands of lost or alienated consumers, millions (or more)
in economic damages and significant negative media attention. In order to
minimize the risk of such a situation impacting, it is imperative that
organizations develop a proactive, data-informed strategy, rather than being
reactive.
Sam’s presentation will provide companies with tried-and-true plans of action to
take control of the conversation across social, digital, and traditional
platforms, as well as actionable strategies to determine when, where, and how to
respond to potential crisis situations. Sam will conclude by analyzing two
different crisis situations using the strategies outlined in the presentation.
SESSION TAKEAWAYS:
1. Understand the elements + early warning signs of a crisis situation, along
with strategies to mitigate/diffuse a situation before it spirals out of
control.
2. Learn the best practices for using social media listening tools, as well as
how to supplement tool data in order to gain a more robust picture
3. Gain actionable strategies for deploying an early warning system, as well as
see how various approaches can mitigate results from real-world examples.
(Read Less)
Sam Tomlinson
Executive Vice President
Warschawski
MORE GSMI EVENTS:
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