Social Media Festival

In the current coronavirus pandemic, it is clear that social media has become one of the few strategic ways in which companies can communicate with the digital customer of today. While companies have invested in their social media presence for years, many have struggled to find satisfactory ROI from their efforts. The problem with how companies currently measure social media ROI is often based on a traditional digital marketing approach to measuring what is easily measured. To achieve true social media ROI, a mindset shift into the unique value that social media provides companies is necessary to capitalize on the opportunities that go unnoticed by most companies. From sourcing a never-ending supply of content to developing relationships with an unlimited number of potential brand ambassadors, the opportunities for social media ROI are plentiful once we reset both what and how we measure it.

Facebook has become a critical marketing channel for many brands, but are you making the most of it? In this session you’ll learn some strategies and best practices for marketing on Facebook, from the people who know the platform best, along with big brand case studies to show you how others have succeeded.

In this session you'll discover how Instagram sorts and prioritizes content while also learning actionable ways you can use this information to create content that gets more engagement and drives more conversions. Jenn will break down the confusion of the Instagram algorithm into easy-to-understand concepts, making it practical for you to plan out your own Instagram content. You'll learn the exact tactics to use in your Instagram strategy to create better feed posts, how to write captions that drive better conversions, and how to use hashtags strategically to attract more targeted followers.  

Learn how social media listening can impact much more than just social media, leading growth in other areas of your business, from sales to product development and more.

Podcasting has been phenomenally successful over recent years, with more than half of all Americans now listening to them on a regular basis, and some boasting audiences even larger than prime-time TV shows. In this session you’ll learn what this means for brands, and how you can make sure you always know when your organization gets mentioned on a podcast.

As the technology partner behind ESPN’s Fantasy Football game, IBM needed to really understand what makes the fans tick. In this session Tammy Luke, a senior social media researcher at IBM, explains how audience insights from social media data gave the company a deep understanding of the different fan segments.

By using advanced social analytics, IBM was able to identify the five key types of Fantasy Football fans, create profiles of their personality types and online behaviors, and to understand what media, brands, and influencers each group has affinities with. Tammy provides a powerful insight into how social data can be used to build detailed pictures of audiences in order to create more focused campaigns.

Good storytelling is at the heart of marketing, especially when it comes to social media content. But at such an eventful time in history, when there are so many momentous changes happening in the world, how do you create stories that your audience will actually care about?

In this session content marketing pioneer and founder of MarketingProfs, Ann Handley, shares insightful advice to help you master storytelling in the age of uncertainty. In her presentation Ann explains why a good story is your best social strategy, and what the key elements of a great story are. You’ll also learn how to put this information into action in your own campaigns, with some real examples of brands using great storytelling.

With organic reach on an ongoing decline and Facebook placing increased focus on Groups, there has never been a better time for brands to consider this format. But why exactly should marketers care and what’s in it for brands? During this session, we explore 5 ways in which brands have set their Facebook Groups up for success. You will walk away with a clear understanding of the marketing opportunity Facebook Groups can offer and obtain actionable tips as to how you can use Groups to create meaningful connections with and between your audience.

When the @WeAreCisco Employer Branding team set a strategy of employee-generated content (EGC) six years ago, they got more than they bargained for – in a great way! Hear about how EGC has paid dividends beyond the original goals, and how it has stood the test of 2020’s barrage of challenges.

Like the rest of 2020, this year’s Holiday season will be very different, and very difficult to predict. That’s a headache for marketers, trying to plan their end of year campaigns. But what if we could analyze Twitter conversations to predict trends and consumer behaviors? In this video presentation, Twitter’s Paul Bowes digs into the data to discover what we can learn about the coming Holiday season from the millions of user discussions that have taken place on the platform.

2020 was a year of reckoning for brands. Consumers increasingly expect brands to take a stand on social issues and are vocal when companies do it right and when they do it very, very wrong. This is where building an authentic community comes in. In this masterclass, LinkedIn News’s Senior Editor Callie Schweitzer, who leads the editorial coverage of the marketing industry for the platform’s 700+ million global members, shares the do’s and don’ts of community building in today’s world.

It's imperative for brands to be able to quickly and authentically reach their consumers, especially at a time when there's more noise online than ever before. In this session, you will learn from one of the world's largest consumer healthcare companies about how they've leveraged the power of social intelligence to strengthen their digital marketing arsenal, generate actionable insights for the business, and position themselves as a consumer-centric in-house analytics capability.