In consideration of the safety, health and well-being of our attendees, speakers and partners, the Ragan team has decided to transition the Social Media Conference to virtual only on Sept. 9 and 10 instead of our live conference in Orlando at the Disney Swan & Dolphin Hotel, Sept. 8-10. If you are still scheduled to attend the live event, you will now be able to view it from your home/office. If you have any questions and for further details, please contact Shallon Blackburn at shallonb@ragan.com.

Trends and takeaways to capture attention, power engagement and strengthen your brand across major social media platforms and apps

Have you ever looked at a brand’s viral post, tweet, photo or video post and wondered how it created so much conversation?

At this virtual conference, you’ll learn secrets for creating and effectively telling the stories that drive clicks, takeaways for leading and being part of inclusive, timely conversations across your social media channels and best practices for implementing the most innovative, forward-thinking strategies to engage audiences in new ways.

Attend information-packed sessions and inspirational keynotes that will allow you to walk away with ideas you can implement immediately in your social media strategy.

Top takeaways for you and your team:

  • The right internal communications channels for your organization
  • What the new workplace and way of working means for you and your team
  • Best practices for communicating your organization’s ESG strategy
  • Leveraging your intranet to engage employees, foster well-being, and lift morale
  • How to share the voice, passions and stands on social-impact topics
  • Strategies for better collaboration between Comms HR, IT and Finance
  • Key performance indicators (KPIs) to measure internal comms
  • How to create game-changing financial well-being programs
  • How to eliminate distance bias in the workplace
  • The technology and tools that underlie effective workplace wellness
  • Ways to reduce email overload and minimize meetings and on-screen interactions
  • Which tech to use to drive employee engagement
  • How internal comms and wellness departments effectively manage a hybrid workforce
  • The well-being principles that should be included in facilities design
  • The role internal communications plays in DE&I transparency and accountability

VIEW FULL AGENDA

#RaganSocial

Don't miss the social media communications event of the year! Register today for the virtual conference.
AGENDA

Thursday, September 9
10:00-10:20 a.m. E.T.
Opening Remarks + Trend Spotting

In this opening session, we'll set the virtual stage  by sharing some fresh findings extracted from new research by Ragan and The Institute of Public Relations, along with other social media insights and trends you need to know. 

Associate Professor and Chair of the Public Relations Department
University of Florida
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President and CEO
Institute for Public Relations
Read bio
Brandi Boatner, IBM
Manager, Digital Advocacy Communications
IBM
Read bio
10:20-10:55 a.m. E.T.
Panel
‘Seize the Day’ when monitoring crises on social media (general session)

Amid the whirlwind changes of a 24/7 news cycle awash in post-pandemic health guidelines, vaccine regulations, civil unrest and more, your social team must agree on a consistent, tiered crisis monitoring strategy that starts with listening and escalates responses as needed. In this session, we’ll explore how social teams can respond to unique brand and industry crises, along with national crisis, in order to calm audiences and deepen trust. You’ll learn:

  • Tips for crafting social holding statements in anticipation of likely crises
  • Do’s and Don’ts on social media when a crisis hits
  • How to design and deploy a social listening strategy on Facebook, Twitter, LinkedIn, Instagram and beyond
  • Ways to deploy your social media channels with time-sensitive messaging around cyber attacks
  • Tactics for measuring your social monitoring efforts as part of a larger crisis plan
Social Media Manager
Visit Orlando
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Head of Social Media
Dropbox
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Social Media Manager
World Health Organization (WHO)
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Corporate director of public affairs and media relations
Orlando Health
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10:55-11:15 a.m. E.T.
Using social data to help inform business decisions

Everything is social. Usually when people talk about social data, we think about engagement rates and impressions. In this session we will talk about how you can use social data to help you better understand your brand, industry, and even hot topics that help influence your customers to make better informed decisions for your business, and provide valuable insights to company leaders.

You’ll learn

  • Combining social monitoring and listening to help tell a story
  • How to lean on your competitor’s data to help you make decisions
  • Listen to your customers to help identify trends and insights
  • Monitoring the severity of a crisis incident
Director of Social Media
Hilton
Read bio
11:15–11:35 a.m. E.T.
Driving audience engagement with TikTok and YouTube videos

The pivot to video never really went away. To the contrary, many brands have leaned even harder into sharable video over the past year on TikTok to more intimately and personally engage with audiences who were stuck at home, hungry for connection on social media. In this session, we’ll explore the myriad of ways that social videos on TikTok can provide value to your audience.

You’ll learn:

  • Tips for creating content your audience finds valuable, be it educational or funny
  • Ways to repurpose shorter videos as pieces in larger campaigns
  • Examples of winning brand TikTok and YouTube strategies
  • How to crowdsource content from your audience on TikTok and YouTube
  • Strategies for a simple CTA or hashtag to ensure your TikToks and YouTube videos are shared
Director of Education
Oklahoma Aquarium
Read bio
11:35-11:45 a.m. E.T.
Break & Networking
11:45-12:15 p.m. E.T.
DEI: How to go ‘all in’ on inclusive, authentic marketing and communications

In this interactive workshop Enshalla Anderson, Director, Global Head of Brand Strategy at Google Cloud and Tricia Davis-Muffett, Director of Global Public Sector Marketing at Google Cloud will share best practices for writing more inclusive messaging, considerations for audiences across cultures, experiences and challenges gleaned from Google’s inclusive marketing insights platform. You’ll walk away armed with ideas to make DE&I efforts part of your authentic marketing and communications plan around representation in your language, community building and program development. We'll discuss strategies for taking an opt-in approach with your communications as a connector and motivator to helping your brand better emotionally resonate and earn trust, along with reasons why being vulnerable and not having all the answers is better than taking a ‘why bother’ approach. You’ll see examples of companies doing this well, and examples of what not to do.

Director, Global Head of Brand Strategy, Google Cloud
Google
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Director, Global Public Sector Marketing, Google Cloud
Google
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12:15-12:45 p.m. E.T.
SEO: Ranking up your social strategy

In this interactive workshop, you’ll learn how search engine optimization and search engine marketing play a pivotal role in your digital content and social media strategies. You’ll walk away with an SEO blueprint for your brand, with Google’s latest SEO updates in mind, and tricks marrying technical SEO to a larger multi-channel strategy. You will also discover how to create impactful social media ads and sponsored content that help your brand float to the top and target interested audiences in real time.

Owner
Eclipse Digital Agency
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SEO Manager
Verizon
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12:45-1:15 p.m. E.T.
Panel
Influencer marketing strategies to boost engagement & revenue (general session)

With each new monetization feature on social media, another tribe of influencers is born. As you are encouraged to find fresh revenue streams in each platform update, your strategy for onboarding and deploying your influencers must change, too. In this panel, we’ll discuss platform-tested influencer marketing strategies that are proven to boost engagement, drive revenue and activate your influencer’s pre-existing networks to create new customers and brand advocates.

You’ll learn:

  • Best practices to strengthen influencer contracts with performance expectations that align with larger marketing goals
  • How to identify the right influencers and create a mutually beneficial partnership
  • Ways to manage influencer expectations around style and branding while allowing them to communicate with their authentic voice.
  • Tips for incentivizing and rewarding your influencers when they meet projected ROI
  • Strategies for launching influencer campaigns that tailor the most attractive elements of your brand to the tastes of an influencer’s core following
Brandi Boatner, IBM
Manager, Digital Advocacy Communications
IBM
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Director of Audience and Influencer Engagement
AARP
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Founder and CEO
Radiate Social
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Senior Social Media Specialist
St. Jude Children's Research Hospital
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VP, Head of Partner Media Relations
Barclays
Read bio
1:15-1:45 p.m. E.T.
How to use data to create and measure successful social media strategies and campaigns

Does data still sound like a four-letter word to you? With countless powerful tools to provide meaningful metrics and intelligent insights, social listening has evolved beyond a surface look at clicks or likes to analyze patterns of engagement and predictive behaviors of audiences. In this session, we’ll look at the best data-driven strategies for growing your follower numbers that don’t require you to be an analytics wiz and explore how some simple tweaks can optimize your content to reach your social media goals.

You’ll learn:

  • Why data is important to the success of your social media program
  • How to build a data-driven social media strategy
  • How to determine the metrics worth measuring on social media that align with larger campaign and company-wide growth goals
  • How to gain buy-in from stakeholders and establish yourself as a trusted business partner
Head of Social Media Marketing
QVC
Read bio
1:45-2 p.m. E.T.
Break & Networking
2-2:20 p.m. E.T.
New tools on Facebook and Instagram to move customers through the sales funnel

A year of remote communication has also brought a year worth of dynamic innovation (or more) to Facebook and Instagram as each platform has leaned into changing user behaviors with new tools designed to provide strategic shortcuts that will enhance your ecommerce efforts, refine your live-streaming approach and allow you to maximize your efforts on each platform for targeted business growth. In this session, we’ll look at some of these new features with a focus on how they can help you build deeper relationships that stand out from the never-ending stream of digital communication to leave customers feeling refreshed.

You’ll learn:

  • How to incorporate the latest in-platform tools for livestreaming, 360 photos, virtual reality and more into your marketing and sales funnel
  • Tips for understanding new shoppable ad tools like Instagram Shop, and how they fit into your marketing plans
  • Strategies for becoming an early adopter of new tools to scale your efforts as the features evolve
  • Ways to think about new avenues for monetization with respect to your resources and capabilities as a team

 

Kassidy Silva
Senior Manager, Social Media Strategy
TIME
Read bio
2:20-2:50 p.m. E.T.
Paid Social: Converting the curious into customers with paid social on Facebook and Instagram

Sometimes telling your brand story requires inserting yourself into social media conversations and narratives that are already happening. As organic reach on social diminishes, a strategically-targeted paid social campaign can reach the prospects and customers who are most likely to respond to your ad. In this session, we’ll review some paid social best practices on Facebook, Instagram,Twitter and LinkedIn that drive clicks that lead to purchases and purchases that lead to loyal customers.

You’ll learn:

  • Simple starter tactics on paid social like boosting posts
  • How to use make the most of in-platform targeting tools 
  • Tips for defining your budget, target audience and campaign length
  • Best practices for composing platform-tested ad copy and visuals that drive conversions
Social Media Analyst
Deloitte
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Senior Director of Digital Strategy
CompTIA
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2:50-3:15 p.m. E.T.
Writing for social media across multiple platforms

The old cliche that there’s no “one size fits all” approach to social media is no truer than when it comes to writing social copy, as the length and structure of your posts should vary from platform to platform based on what type of content performs best on each. In this session, we’ll review some certified best practices for writing social copy that drives conversation and echoes your brand voice with authority.

You’ll learn:

  • How to write for the ideal length of social posts on Facebook, Instagram, Twitter and LinkedIn
  • Tips for structuring posts with questions and CTAs that encourage comments and conversation
  • Strategies for pulling a key phrase or quote out of a story to include your post
  • Ways to mix up your social copy when crafting multiple posts about the same topic
District Communications Coordinator
Sand Springs Public Schools
Read bio
3:15-345 p.m. E.T.
How to manage your brand reputation on social

As countless headlines and scandals have told us over the past year, your brand reputation can live or die with its social media presence. In this session, we’ll look some of the major ways that your brand and industry’s reputation can be called into question on social media - and what you can do to keep that reputation sparkling.

You’ll learn:

  • How to pick and choose what attacks are worth responding to based on share of voice and sentiment analysis
  • Tips for crafting distinct responses to misinformation and disinformation that vary depending on the intention of those spreading the fake news.
  • Strategies for leaning on brand advocates, influencers and industry partners to stand up for your brand
  • Ways to direct audiences to larger landing pages, statements and pieces of content that evangelize your values
Director of Digital Content
Kent State University
Read bio
3:45-4:00 p.m. E.T.
Top Takeaways from the first day & Raffles
Friday, September 10
10-10:30 a.m. E.T.
Panel
Will social audio’s appeal last? What’s next for social media’s latest shiny object

Clubhouse and competitors helped usher in—and tap into—the public’s need for unfiltered conversation during the pandemic. While social audio’s popularity has waned these past few months, it’s still a rising force in social media—and still poses fresh opportunities for brands looking to build deeper relationships with fans and followers. Join to hear what’s next for social audio, why it has changed digital marketing skills forever—and whether you should invest precious resources in it now:

  • Fad vs Future: What Spotify’s Green Room acquisition, Clubhouse’s new DM feature Backchannel and Amazon’s steps into the space say about social audio
  • New habits developed by fans and followers during the pandemic—and how to adjust to keep pace
  • Ideas to borrow: Examples of cool brand activations on Clubhouse and its competitors
  • How Clubhouse has enabled greater inclusion—and what this means to DEI
  • Advice for working with influencers in social audio and beyond (including pricing)
  • What’s next for social audio—plus practical tips for launching your own presence
Co-founder, Managing Director
Lens Group Media
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Eric Dahan
CEO and Founder
Open Influence
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Brandi Boatner, IBM
Manager, Digital Advocacy Communications
IBM
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10:30-10:50 a.m. E.T.
Using podcasts to drive storytelling and thought leadership

From the massive growth of Spotify’s podcasting division to an explosion of new podcasts from news media outlets and brands alike, the past year has cemented the medium’s status as a sustainable opportunity for long-form conversations and substantive thought leadership content. In this session, we’ll discuss how podcasts can help you effectively relay messages and your brand’s values to both employees and consumers through this compelling, anytime/anywhere, easily digestible format.

You’ll learn:

  • Key considerations before launching a podcast, such as content strategy, length, cadence, and production
  • How to select, vet, and prep guests
  • The art of hosting and interviewing to surface stories and insights that drive engagement
  • How to measure podcast success
Senior Writer and Producer
Microsoft
Read bio
10:50-11:20 a.m. E.T.
Building & leading a social media A-Team

A savvy social media team requires collaboration between marketing, communications and content people working together to reach audiences in the moment of greatest impact. In this session, our experts will share how they built a social team to reach their audience in innovative, helpful ways over the past year - and make sure all team members were equipped with the resources they needed to work together.

You’ll learn:

  • Strategies for determining where your brand’s social media strategy lives in your organization with respect to company-wide goals and KPI's
  • How to compose an effective mix of team skills sets to satisfy the behaviors of your target audiences
  • Collaborative ways to integrate scheduling and project management tools that keep your social team from stepping on each other’s toes
  • Distinct team configurations to satisfy the content production needs across various platforms.
VP
FleishmanHillard
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David Johnston
Head of Social Media
The Department of Defense
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11:20-11:50 a.m. E.T.
Newsletter Workshop: How to Get Readers to Pause, Consider & Click

What will make people read yet another digital newsletter landing in their in-box – in this case, yours? In this interactive workshop, we’ll focus on your four “must-haves”: a subject line to get readers to open, an image to make them pause, a headline to grab their attention and teaser to convince them to click through. Ragan Consulting’s Jim Ylisela and Pace University's Jennifer Magas will walk you through the steps and challenge you to put all the pieces together. He’ll show you how to package your content into an easy-to-read format, promote your newsletter across social media channels to drive memberships and subscriptions, and act on your metrics to make adjustments to your overall content and social strategy. Attend this workshop to get the tactics on lead-gen, thought leadership and earned media through digital newsletters

President
Entrance One Public Relations
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Clinical Associate Professor
Pace University
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Co-Founder and Senior Partner
Ragan Consulting Group
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11:50-12:05 p.m. E.T.
Break & Networking
12:05-12:35 p.m. E.T.
Visual Storytelling: How to design stunning and sticky visual social content

In this interactive workshop, you’ll glean tricks and tools for designing social media images, videos and other visual assets in a bold brand style that doesn’t require you to hire a graphic designer or spend thousands of dollars on expensive software. You’ll walk away with practical knowledge about what image subjects, dimensions, styles and video lengths perform best across social channels, strategies for determining brand fonts and style, and tips for mindful image selection that highlights your company values and culture without pandering or tokenizing diverse audiences.

Senior Producer
Green Buzz Agency
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Senior Content Producer
Volkswagen of America
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12:35-12:55 p.m. E.T.
How to use gamification to boost engagement & revenue

The prospect of adding gamification to your social media strategy may sound daunting, but it can be as simple as offering your audiences a contest or poll to derive data and encourage the behavior that will turn prospects into customers. In this session, we’ll look at some of the new and innovative ways that brands have gamified their marketing approaches to keep audiences willing to play again and again

You’ll learn:

  • Strategies for conducting polls on social media
  • Ways to gamify live broadcasts with interactive contests and more
  • How to design a contest around user-generated content that can be repurposed in future marketing campaigns
  • Tools and tech that make gamification easy to implement
  • How simple acts of gamification, like asking users a question, feed into larger promotional strategies
Professor and Program Coordinator of Esports and Online Teaching and Learning
University of North Carolina Wilmington
Read bio
12:55-1:15 p.m. E.T.
Social selling in a privacy-first world: Thrive in social media's new walled gardens

The way social media works is shifting—punctuated by Google’s 2023 ban of third-party cookies. But with cookies on the way out, paid social “walled gardens” offer marketers a bright spot. Join to reevaluate your social selling and messaging strategies with user permissions. You’ll learn:

  • Differences between first, second and third-party data and what it means for you
  • How GDPR and California privacy regulations like CCPA impact the industry
  • How Google’s sunsetting third-party cookies and Apple’s tracking tools will affect e-commerce
  • How walled gardens like Facebook are impacting how you can target and measure
  • What to do now: Permission-messaging and alternate measurement strategies to embrace
Andrew Bates
Enterprise Data Strategy Director
AARP
Read bio
1:15-1:30 p.m. E.T.
Break & Networking
1:30-2 p.m. E.T.
Panel
New tools for Social Marketers: from AR to VR and everything in between

The mass production of technological hardware like virtual reality headsets and augmented reality software on smartphones has led to a democratization of future-forward storytelling that provides deeply moving, intimately engaging experiences to more audiences than ever before. In this session, we’ll look at some of the underutilized, cutting-edge mediums that marketers are finally catching on to, and how you can integrate these technologies mind-blowing marketing strategies.

You’ll learn:

  • The definitions of augmented reality, virtual reality, mixed reality and how those definitions are evolving for marketers and storytellers alike
  • How brands are telling stories using AR, VR and mixed reality that engage customers to form more meaningful interactions
  • Other virtual experiences on mobile and desktop including The Metaverse that offer brands ready-made, integrated marketing opportunities
  • The top challenges that brands are facing with incorporating AR, VR and mixed reality into their strategies (and how to overcome them)
  • How to incorporate extended reality engagement into your marketing plans
  • The resources needed (tech and people) to leverage AR and VR
  • What’s next for AR/VR/MR in marketing
US Creative Strategy Tech Lead
Snapchat
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Head of Brands & Advertisers Solutions, Unreal Engine
Epic Games
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Futurist + Chief Metaverse Officer
Futures Intelligence Group
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2-2:30 p.m. E.T.
Closing Keynote
A Trusted Voice: How Pfizer Stepped Out of the Social Media Shadows in 2020

When the COVID-19 pandemic raged and the race for a vaccine began in 2020, the communications team at Pfizer knew that the stakes were too high for nary a misstep in their real-time messaging strategy. Lives were literally on the line and it was up to them to lead with smart and compelling messaging. In this closing keynote, Ellen Gerstein, Senior Director, Content & Engagement, Corporate Affairs at Pfizer will share her insider perspective on the pharmaceutical brand’s social media evolution and explain how her team moved from reactive messaging to an educational, instructive approach, leading the conversation and forging social media partnerships with other pharma companies. More than the story of how Pfizer’s social media strategy earned a seat at the table, Ellen will illuminate how she and her team rose to this unprecedented challenge, sharing the best practices and (really) no-cost tactics that you can take back to your team and integrate into your strategy immediately.

Senior Director, Content Strategy & Engagement, Corporate Affairs
Pfizer
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2:30 p.m. E.T.
The Baker’s Dozen, Raffles and Closing Remarks

SPEAKERS
Director, Global Head of Brand Strategy, Google Cloud
Google
Read bio
Brandi Boatner, IBM
Manager, Digital Advocacy Communications
IBM
Read bio
Head of Social Media
Dropbox
Read bio
US Creative Strategy Tech Lead
Snapchat
Read bio
Senior Writer and Producer
Microsoft
Read bio
Social Media Analyst
Deloitte
Read bio
President and CEO
Institute for Public Relations
Read bio
Andrew Bates
Enterprise Data Strategy Director
AARP
Read bio
Head of Social Media Marketing
QVC
Read bio
Head of Brands & Advertisers Solutions, Unreal Engine
Epic Games
Read bio
District Communications Coordinator
Sand Springs Public Schools
Read bio
Director of Audience and Influencer Engagement
AARP
Read bio
Eric Dahan
CEO and Founder
Open Influence
Read bio
Director, Global Public Sector Marketing, Google Cloud
Google
Read bio
Owner
Eclipse Digital Agency
Read bio
Associate Professor and Chair of the Public Relations Department
University of Florida
Read bio
VP, Head of Partner Media Relations
Barclays
Read bio
Senior Director, Content Strategy & Engagement, Corporate Affairs
Pfizer
Read bio
Founder and CEO
Radiate Social
Read bio
Futurist + Chief Metaverse Officer
Futures Intelligence Group
Read bio
Co-founder, Managing Director
Lens Group Media
Read bio
David Johnston
Head of Social Media
The Department of Defense
Read bio
SEO Manager
Verizon
Read bio
Social Media Manager
World Health Organization (WHO)
Read bio
Corporate director of public affairs and media relations
Orlando Health
Read bio
Director of Digital Content
Kent State University
Read bio
Clinical Associate Professor
Pace University
Read bio
Professor and Program Coordinator of Esports and Online Teaching and Learning
University of North Carolina Wilmington
Read bio
Senior Content Producer
Volkswagen of America
Read bio
Director of Social Media
Hilton
Read bio
Director of Education
Oklahoma Aquarium
Read bio
Kassidy Silva
Senior Manager, Social Media Strategy
TIME
Read bio
VP
FleishmanHillard
Read bio
Senior Director of Digital Strategy
CompTIA
Read bio
Senior Social Media Specialist
St. Jude Children's Research Hospital
Read bio
Social Media Manager
Visit Orlando
Read bio
President
Entrance One Public Relations
Read bio
Senior Producer
Green Buzz Agency
Read bio
Co-Founder and Senior Partner
Ragan Consulting Group
Read bio

If you are interested in submitting a speaker proposal, please contact Justin Joffe at JustinJ@ragan.com

PAST ATTENDEES

WHO SHOULD ATTEND?

If you work in:

Social media • Corporate communications • Public relations • Marketing • Agency communications • Digital communications • Media relations • Employee engagement • User experience (UX) • Data and research • Community management • Public affairs • HR • Executive communications • Branding • Global communications • Public affairs • Internal communications • Corporate affairs

REGISTER NOW

PRICING
Join us for Ragan’s Social Media Virtual Conference for PR, Marketing and Corporate Communications:
VIP Rate* (until 8/20/21) Regular Rates
Registration $799 $899
Ragan Insider Registration $699 $799
Nonprofit Registration $649 $749

Phone registrations and group pricing: For group orders please contact our customer service team at 800-878-5331 or cservice@ragan.com.

VIRTUAL CONFERENCE REGISTRATION BENEFITS INCLUDE:

  • Attend from the convenience of your desk: No travel concerns, hotels or extra costs associated with attending the event live.
  • Watch with your entire team.
  • Get 12 months of on-demand access to this inspirational conference.
  • The ability to ask questions, which can be relayed to speakers presenting at the event.

SPONSORS & PARTNERS

Join us as an event sponsor and meet your target audience, showcase your products, present thought leadership, generate leads and boost your brand.

Here are a few examples of opportunities we offer:

QUESTIONS
Registration
For questions related to event registrations, please contact: Shallon Blackburn
Customer Service & Sales Manager
ShallonB@ragan.com
Sponsorship
If you’re interested in sponsoring this event, please contact: Hannah Lavelle
Sales & Client Relations Manager
HannahL@ragan.com
Program
For information on programming and speakers please contact: Justin Joffe
Manager of Strategic Programming
JustinJ@ragan.com