In a time when “going viral” has taken on an entirely new meaning, how can your tweet, photo or video post break through the noise to start conversations that cultivate community?
While there’s no quick path to dominating a platform’s news feed, learning how you can effectively engage your audience with content that earns followers and creates customers is the best way to ensure your brand or organization reaches its full potential on social media.
At this conference, you’ll learn secrets for crafting and sharing the stories that drive clicks, strategies for leading and being part of inclusive, timely campaigns across your social media channels and best practices for implementing the most dynamic, future-forward strategies to engage audiences in new ways.
WHAT YOU'LL LEARN
- How brand voice and brand reputation work together to inform your messaging and marketing strategies can shape your strategy around cause marketing
- How your social media can spotlight employee influencers and brand advocates
- How to unleash Facebook, Instagram, TikTok and LinkedIn to deepen customer trust and loyalty
- How social incentives like NFTs and cryptocurrencies contribute to larger marketing goals
- A non-stop, immersive journey through best practices from your peers who are making social media magic!
Don’t miss this unique opportunity!
Attend three days of information-packed sessions and inspirational keynotes on the magical grounds of Disney World
Track 1: General Sessions
Track 2: For PR, Branding and Marketing
Track 3: For Employee/Internal Comms
NETWORKING COCKTAIL PARTY
Hosted by Disney Parks
Mingle with colleagues, social media leaders and special Disney guests at this can’t-miss networking cocktail party.
Grab your flip-flops and join your peers and conference speakers on the beach for a networking party sprinkled with Disney magic. Enjoy great conversations and superb food and drink.
- IF YOU WORK IN:
- Digital communications
- Media relations
- Corporate communications
- Social media
- Public affairs
- Global communications
- Public information
- Internal communications
- Corporate affairs
SPONSORS & PARTNERS
or Andrew Newton, Account Manager at firstname.lastname@example.org or 312-960-4628.
HERE ARE A FEW EXCELLENT TAKEAWAYS YOU'LL BRING BACK
- How to get new followers to engage with your organization across all big social media platforms
- How to transform social media channels as an inclusive platform that showcase your brand’s values and thought leadership
- How to generate revenue using ecommerce and paid social in a privacy first world
- How to infuse social audio, podcasts, NFTs, the metaverse and more into your social media strategies
- Key tactics to make your brand’s story read consistently on all social communications
As the past two years brought increased engagement to podcasts and social audio platforms like Clubhouse and Twitter Spaces, the ability for audiences to listen in also created new touchpoints for connection and opportunities for unfiltered conversation during times of distance and isolation. In this interactive workshop, we’ll look at what goes into a live audio broadcast – and even host one live – to demonstrate how the conversation can be repurposed into a podcast that doubles as meaningful thought leadership content for your brand.
While it’s no secret that Search Engine Optimization (SEO) plays a pivotal role in your digital marketing and social media strategies, an increased focus on sound writing and editorial practices mean SEO competencies are required for marketers and communicators alike. In this interactive session, you’ll walk away with tailored keyword and site structure advice needed to start building a robust SEO strategy for your brand and apply those to a larger multi-channel social media strategy.
Designing impactful brand videos, images and other visual assets doesn’t always require the needs of a graphic designer or an investment in expensive software. In this interactive workshop, you’ll learn practical, platform-specific visual storytelling practices that follow sound aesthetic design principles to help your campaigns reach their full potential.
Post-Reception Disney Trivia Competition
In this opening session, we'll set the virtual stage by sharing some fresh findings extracted from new research by Ragan, along with other social media insights and trends you need to know.
No longer tasked with simply plugging pull quotes into scheduled posts, the social media professionals of 2022 must work in collaboration with marketing, communications and content teams while demonstrating the initiative and judgment to engage with audiences in the moment of greatest impact. In this session, our experts will share the new strategies and skills that social media champions must own to ensure that their social content is intentional, actionable and relevant.
- Strategies for determining your role’s impact on company-wide goals and KPIs
- How to incorporate new skill sets from other teams that empower you to execute a social strategy with increased autonomy in your organization
- Collaborative ways to manage scheduling and project management tools that lets your colleagues see what you’re doing without surrendering ownership
As the many fumbled responses to national emergencies and scandals over the past two years have proven, your brand reputation can live or die on its social media channels. In this session, we’ll look at some of the major ways that a strongly defined brand voice can double as a shield to protect your brand reputation.
- Ways to craft brand voice guidelines that illuminate your values and serve as a north star for what you will and won’t respond to
- How to pick and choose what attacks are worth responding to based on each issue’s relevance to your brand.
- Tips for responding to misinformation and disinformation with research and facts
- Strategies for tapping partner organizations and influencers to speak out on behalf of your brand
- Best practices for linking your social media responses to larger landing pages and resources
After figuring out how to work with your brand voice, your social team must understand its place in your organization’s larger crises management strategy with a monitoring plan that starts with listening and moves responses up the org chart as needed. In this session, we’ll explore how social media practitioners can craft crisis responses that work within the company’s larger framework to turn down the temperature and deepen customer trust.
- Scenario training tips for using social media dashboards to identify emerging issues
- How to design and deploy a social listening strategy on Facebook, Twitter, LinkedIn, Instagram and beyond
- Strategies for crafting social holding statements from pre-approved language
- Tactics for measuring your social monitoring efforts as part of a larger crisis plan
The marketers and communicators who know how to measure the impact of their efforts understand that social media metrics can go beyond impressions, clicks and likes to deeply understand audience engagement patterns and accurately predict user behavior. In this session, we’ll look at simple data-driven strategies for understanding the behavior of your followers to grow your audience that doesn’t require you to be a master of analytics.
- Where to start when building a data-driven social media strategy
- How to move beyond simpler metrics like clicks and impressions to learn about user engagement and behavior patterns
- Best practices for figuring out what you want to measure on social media in line with larger brand-wide growth goals
- Tips for tethering traditional metrics to qualitative audience insights like brand trust and authenticity
As remote workforces refine their strategies for streamlining digital communications, companies must embrace new communications software and social tools to reach their dispersed workforce in an engaging way. In this session, we’ll provide an overview of the plethora of digital engagement strategies out there for meeting your remote workers where they are.
- How to tap into the rise of closed groups and employee communication tools across social media
- Best practices for communicating with your team across messaging apps like Slack and Teams
- Tips for maximizing productivity using project management tools like Trello and Asana
The pressure on brands to take a stand creates an opportunity for marketers and communicators alike to craft cause marketing campaigns that drive meaningful conversations around your purpose work. In this session, we’ll look at platform-specific best practices for authentic, effective cause marketing on Twitter, Snapchat and more.
- Strategies for determining what causes are appropriate to craft campaigns around with respect to your brand identity
- How to integrate the diverse experiences of your team into your cause marketing strategy
- Tips for being an ally on social to partner companies and organizations that share your values
- Examples of brands living up to their words
From serving as heralds of brand purpose and culture to being the face of your new product or feature, it’s more important than ever to incorporate influencers into your marketing strategy. With each new influencer use case must also come a revised approach to onboarding them, a revisioning of what goes into your influencer agreement focused on boosting engagement, driving revenue and getting the maximum ROI possible from your brand advocates.
- Ways to research and identify the right influencers and create a mutually beneficial partnership
- How to bolster your influencer agreements with expectations for posting cadence that align with larger marketing goals
- Tips for setting style and branding expectations that still encourage your influencer to communicate in their authentic voice.
- Successful ways to incentivize and reward your influencers when they meet projected ROI
The widespread brick-and-mortar store closures of the past two years were just confirmation of what many marketers already knew: E-commerce and social selling are fast becoming the way that most consumers shop. In this session, we’ll look at what’s next for e-commerce and social selling from the rise of livestream shopping to the decline of ad targeting, including new data privacy considerations that will affect how you reach customers.
- What new and expanded livestream shopping programs on Twitter and TikTok mean for your business
- The role that influencers and celebrity partnerships can play in your e-commerce strategy
- How incoming data privacy regulations can impact your e-commerce strategy
In this session, three PR pros and marketing leaders will share case studies about how they implemented a winning campaign or initiative across their social media channels.
Whether you have a multimillion-dollar budget in today’s increasingly connected media landscape, or a targeted, lean budget—and whether you are promoting a hit series, a new show or a product launch—you must fight against the deluge of marketing messages, content and conversation delivered into the hands of each consumer. You have to align your storytelling with your overall marketing strategy and creatively add social media efforts.
Joanna Scholl, senior vice president of marketing and communications for The Paley Center for Media and the former vice president of consumer marketing and marketing strategy for HBO, oversaw marketing campaigns for shows including “Girls” and “Game of Thrones.” Innovative, interactive and analytics-driven consumer marketing efforts connected these shows to viewers’ hearts and minds—and nothing short of fresh takes on content creation and a focus on the consumer will help you to achieve the same success.
In this opening keynote, she’ll share insights on highlighting the history of your brand’s rich stories and background with both short- and long-form digital content, along with how social media affects traditional marketing, and the latest social media tips from her recent work.
Brand managers for organizations across industries can be master chefs of their online presences, increasing engagement and tracking their PR and marketing efforts across platforms for ultimate success. The secret lies in harnessing data to analyze what’s working and what’s not—along with understanding how consumers, influencers and journalists are using different platforms. Sarah A. Parker, Content manager for TrendKite, will show you how to effectively gather, use and report data on your digital efforts, which can boost your organization’s goals as well as help you ride current news and hot trends.
- A research recipe to measure the success of your social media posts and campaigns
- Ways to publish and spread content which your audience craves
- How to find and engage with online influencers who can boost your brand
- Tips for analyzing social media trends and sentiment
- Necessary data to optimize your digital PR and marketing strategies
You want your followers and fans to love you—but making that happen starts with knowing what drives them to use certain platforms and apps. It also requires you to tailor not only your content, but also your digital strategy to fit the medium and the individuals in your audience. Bentley McBentleson, social media marketing manager for Longhorn Steakhouse, will share how you can work to make content more than something that just sits on your social media profiles, but rather provides memorable experiences people want to talk about.
- New and creative ways of reaching and interacting with consumers across online platforms
- Why we use social media in the first place, and how that understanding can drive your digital success
- Crucial elements of a mobile-first social media strategy—and why your content should be responsive
- How to push the envelope with outstanding experiences and interactive content
Many communicators are focused on scoring a social media goal or touchdown for their organizations. Your followers can help you get there. Through social listening, audience-focused content and savvy interaction, you can regularly slam dunk online engagement and ROI. In this panel discussion, communications pros from teams and organizations representing the National Football League, Major League Baseball and Major League Soccer will show you how they use what their fans are saying to create and drive social media content and excitement, along with takeaways for social media managers of all stripes.
- What social listening can do for your organization—and how to do it effectively
- Tips for measuring audience engagement, sentiment and feedback to inform your campaigns
- Ways to create and share social media content your followers crave
- How to encourage your audience to get involved in online storytelling efforts
- How to connect traditional PR and marketing to your social media efforts
An unforeseen crisis threatens to destroy your organization’s brand image—and the clock is ticking before you must deploy your messages across social media channels to protect its reputation. What do you do next? More importantly, where should you begin? In this highly interactive session, you and your fellow attendees will have 30 minutes to answer those questions and come up with a solution. Together, using a mock crisis scenario, you’ll brainstorm how to develop and execute a social media response.
Your plan must:
- Convey your narrative throughout the first hour of a crisis
- Respond to backlash from social media users
- Maintain customer loyalty and foster trust throughout and after the storm
- Help open the lines of communications between you and reporters so you can get ahead of the story
What does it take for a brand to be authentic? PR and marketing professionals play an integral role in communicating their organizations’ humanity across social media channels, and that starts today with you. As a communicator, you become an extension of your brand's identity. You also have the power to increase your organization’s reputation and brand image by working from the inside out.
In this lightning talk, you’ll learn:
- To have the courage to be authentic
- The similarities and differences between personal and organizational values
- Ways to align your personal brand mission with organizational goals
- How to harness authenticity-focused thinking to spark innovation and creativity
Facebook’s rebrand to Meta spurred a new commitment to address the concerns about the platform with fresh features intended to give brands and advertisers control and context over where and how their campaigns show up. In this session, we’ll look at the platform’s biggest changes over the past year and how they affect the work of social media managers.
- How the Facebook App has changed its available ad targeting topics and ad policy review processes
- What to know about Facebook’s billion-dollar investment in creator incentives, and how it affects your partnerships
- Revelations about how Facebook’s algorithm works, including its main ranking signals
- New tools to assist admin in content moderation
The popularity of podcasts has grown over the past two years, and audiences are still listening. In this case study, you’ll hear a brand storyteller share how they created and launched a podcast that drove brand awareness and engaged and educated its listeners.
- What to figure out before launching a podcast including content strategy, length, cadence and production process
- How to select, vet and prep guests who complement your host and contribute to your key goals
- Hosting, interviewing and moderating techniques that keep people listening
- Podcast metrics that illustrate success
As more brands launch contests and promotional campaigns using cryptocurrencies, NFTs and brand integrations in the metaverse, emerging technologies that were once branded as novelties are now seen as viable and popular social incentives. In this session, we’ll look at the features creating conversation and driving engagement among users.
- How brands and influencers are offering cryptocurrencies and NFTs as gifts, prizes and incentives for engagement
- Ways to partner with existing metaverse platforms to launch virtual brand integrations that offer exclusive incentives
- The power of augmented reality (AR) to close the gap between a real and a virtual customer experience
- Why the bar of entry for your brand to embrace these features is lower than you think
- What’s next for the metaverse
Prominently including employees in your brand storytelling strategy is a proven way to spotlight your internal culture and values, put a face on your thought leadership communications and attract new talent. In this session, we’ll explore how to authentically center employees within your brand narrative in a way that both internal and external stakeholders will get onboard with.
- Platform-specific best practices for telling stories about your workforce
- How to encourage employee participation as an incentive for exceptional performance
- Image and design considerations to ensure the employees you spotlight accurately represent the diversity of your workforce
As more organizations struggle to keep their culture intact amid The Great Resignation, an alarming number of disgruntled employees rely on social media to voice their frustrations and share private, proprietary company information on social media. In this session, we’ll examine this trend to look at why it’s happening, what you can do next if it happens to your organization and how to prevent it from happening in the first place.
- The most common causes that drive employees to air their grievances
- Best practices when responding to internal leaks
- Listening strategies to catch widespread internal dissent before it spills out
- Preventative tactics for reinforcing internal policies in a nonthreatening way
While the rise of dispersed workforces made it harder to share work and personal wins company-wide, Intranets and internal social networks grew in popularity as a centralized gathering place for your multi-channel internal content. Far more than virtual bulletin boards, we’ll explore how these tools have become a lifeline for internal communicators hoping to share critical company updates, cultural milestones, career development content, wellness tips and much more.
- How Intranets and internal social networks provide outlets of recognition for dispersed employees
- Tactics for communicating critical company news and shifting procedures through your Intranet or internal social network
- Considerations to ensure these channels are easily accessible and viewable to employees wherever they are
Not every brand story shared internally is worth showcasing to your external audiences, but those that are can easily be repurposed across various social media platforms and content channels. In this session, we’ll explore proven strategies for getting the most mileage out of your internal content and repurposing the gold into powerful thought leadership content.
- Tips for repurposing the most impactful moments from town halls and company events into social content
- How to pull multiple stories out of a leader’s single podcast or broadcast media guest spot
- Examples of how the same content can be tweaked and optimized to meet the best practices of various social media channels
Giving an external platform to your organization’s biggest internal champions can put a human face on your culture, educate audiences to dispel misinformation about your business, create a touchpoint for customer engagement and so much more. In this session, we’ll look at why the best brand advocates can be found within.
- Visual, style and language considerations to guide your employee influencer
- How to collaborate with employee influencers when crafting messaging to ensure their talking points are on brand while in their authentic voice
- Strategies for deploying employee influencers to combat misinformation and disinformation
- Tips for creating a feedback loop with your employee influencers that activates their social listening skills to catch a potential crisis in wait
While LinkedIn has long been the platform of choice for brands looking to publish thought leadership content, a distributed workforce, labor shortages, supply chain problems and more have prompted brands to share what they’ve learned over the past two years. In this session, we’ll look at how thought leadership content on LinkedIn has changed and how it has stayed the same, while sharing best practices for spotlighting your internal work.
- About the new features on LinkedIn that can help you up the ante on your thought leadership game
- How to identify the target audience for your messages on LinkedIn
- Tips for optimizing your profile (and your executives’ profiles) so thought leadership content is seen by the widest audience possible
- When and how to incorporate video into your posts
- Strategies for folding LinkedIn into your larger content plan
A brand voice is only as powerful as it is consistent, and that’s where composing a brand style guide comes in. In this session, we’ll explore how to compose and polish a brand style guide that maintains consistent language and messaging approaches across platforms while remaining flexible enough to meet each platform’s recommendations for optimal performance.
- What your brand style guide should include
- How your brand’s approach to grammar, syntax and sentence construction can mirror the way your various audiences communicate while remaining authentic and consistent to brand voice
- Examples of how certain stylistic approaches can vary from platform to platform
The Great Resignation is not a Charles Dickens novel, but a very real trend of employees leaving their roles to pursue fresh opportunities, join vibrant communities and seek stronger workplace culture. In this session, we’ll explore how your brand can use its social media channels as a dynamic recruitment tool to show future talent why they should consider joining your organization—and remind current employees why they should stay.
- Best practices for crafting inclusive job posts on social media that attract diverse talent
- How your thought leadership posts can complement, and double as, recruitment fodder
- New and emerging ways that marketers and communicators are partnering with HR and people teams to accept applications through social media channels
|ADVANCED RATE (until 12/31/21)||$1299||$1999|
|EARLY BIRD RATE (until 02/02/22)||$1399||$2099|
|VIP RATE (until 03/16/22)||$1499||$2199|
*Register for the All-Access Pass to attend the conference plus all of the pre-conference workshops.
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