Agenda
Session Filters
Everything: Content & Social Monday, June 18
9:00 am - 9:45 am
Connecting Employees to Today’s Social Customer
- Leah Guimond, Sleep Number
- Understand how Sleep Number has executed employee advocacy efforts and its business impact
- Develop the expertise to build an advocacy skillset internally
- Learn content management and user-adoption strategies to lead an employee advocacy program
Hiding In Plain Sight: How to Effectively Utilize Social Media Ads as Native Advertising
- Frank Maguire, Sharethrough
- Understand the value of amplifying and converting your social media strategy to open web native ads
- Measure the ROI of your native ads
- Start executing native right now through your DSP
9:55 am - 10:40 am
The Storytelling Edge: 3 Keys to Creating Content That’ll Transform Your Business
- Joe Lazauskas, Contently
- Better understand the neuroscience of storytelling and apply these findings to your content creation efforts
- Improve your content marketing results and impact from hearing about social experiments conducted on thousands of people, and case studies of the most successful content marketers on earth
- Use a simple formula to optimize audience engagement and gain a huge advantage over your competition
Unraveling the Mystery of the Facebook Algorithm
- Produce and find the content types that Facebook prioritizes most
- Build partnerships with brands that effectively boost your own content
- Avoid penalties and potholes that can sink your content overnight
10:50 am - 11:35 am
Harnessing Analytics for More Effective Content and Messaging
- Interpret performance metrics for stronger signals about what’s working and what’s not
- Translate metrics to staff to make data actionable
- Leverage new ways to Use real-time analytics to deepen engagement with your content
Social Selling & LinkedIn for Sales
- Eve Mayer, Splash Media
- Levi Sauerbrei, NerdButler.com
- Know which social platforms are worth your time and which you should avoid
- Understand the power of your own network and how to use it to turn leads into prospects
- Have an easy to follow daily routine to make your sale activity more effective and trackable
11:45 am - 12:30 pm
Contagious Content: Turn Your Customers From Privately Placid to Publicly Passionate
- Ossa Fisher, Istation
- Learn what marketing elements turn ordinary campaigns into contagious collateral
- Understand the psychological triggers that continually remind consumers of your brand
- Develop a playbook for turning ordinary products into social currency and emotional memories
Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways
- Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
- Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
- Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
12:30 pm - 1:00 pm
Lunch
1:00 pm - 1:45 pm
Storytelling as a Selling Point
- Sell your products/service through with engaging content
- Shift from product/service focused to people focused stories to yield greater results
- Create content that connects and informs with their audience in mind
What Facebook’s Latest Changes Mean for Content Marketers
- Heather Dopson, GoDaddy
- Determine if using a multi-page strategy is right for you
- Measure your amplification efforts
- Build content grids for high relevancy
- Implement actionable checklists immediately, regardless of budget
1:55 pm - 2:40 pm
Conflict, What is it Good For? Absolutely Everything
- Tyler Farnsworth, August United
- Leverage tensions to fuel creativity
- Incorporate conflict into the structure of your next campaign
- Share examples of healthy conflict from various industries
- Understand pattern interrupts and use them to propel your brand
Facebook Ads: Mastering the Power of the Demographic Fire Hose
- Know how to translate your customer journey into the structure of Facebook advertising
- Understand tracking, optimization, and bidding strategies
- Distinguish between the campaign types and creative possibilities, and how/when to use what type
- Find new ways to leverage your existing customers and fans to acquire new ones
2:50 pm - 3:35 pm
Your Content Marketing Sucks (And Other Ways to Give Tough Feedback)
- Joe Hirsch, Semaca Partners
- Deliver criticism to your team without harming morale
- Apply the science and skills of improv to boost creativity
- Put time-efficient strategies in place to hold regular performance conversations
- Create a coaching culture that aligns with business strategy and industry trends
Podcasts + Marketing: The Missing Link in Content Marketing
- Understand the role of podcasts in content marketing strategy
- Determine metrics for success
- Learn what you should be podcasting about (and what to avoid)
- Be prepared for the investment you’ll need to make in order to be successful
3:45 pm - 4:30 pm
Original Programming is the New Content Marketing
- Understand how an original show is born and can be made by your brand
- Create brand integrations within original programming that feel authentic
- Retarget a captive audience with experiences they actually want
Beyond Likes: Using Social Customer Data to Inform Business Decisions
- Listen to what your customers are saying
- Sort through the noise and aggregate topic trends
- Build internal alignment and communicate results
- Leverage results to inform product and business decisions