So you know you need to create content, but where do you start? You can start with identifying and building your content bubble. This will help you understand the value of becoming a resource, and not just a news bulletin of your own messaging. This exercise will also get you thinking about not only what kind of content you should be providing, but how that content will really connect with people.
Takeaways:
1) How to increase traction and readership to your content
2) How to effectively communicate with people through your content
3) How to build a solid content foundation that will continue to grow
Making the most of social media trends in 2011
Now that you’ve established a presence on social media and mastered the basics, you want to make the most of your activities by staying current with this ever changing field. In this session, Dave Fleet will share his insights into key trends to expect in 2011. His presentation will help you learn how to build upon your existing relationships and communities by making strategic use of social media.
Speed kills. It also wins. Today, every customer is a reporter and every employee is potentially in marketing. The real-time Web has increased the pace of business to the point where we no longer have time for contemplation. Instead, you have to react to digital praise and punishment as it happens.
To succeed in this real-time environment, you need to change your company - from the inside out - to meet the challenges of The NOW Revolution.
In this dynamic session from social strategists and authors Jay Baer and Amber Naslund, you'll learn the key changes companies are making to succeed and thrive in a world where five minutes feels like an eternity.
If you're an owner, manager, marketer, customer service guru, social media practitioner, or HR professional you'll tire out your hand taking notes during this presentation where you'll learn:
- The critical role of corporate culture in real-time business, and how to know if you've got it right
- Why decentralization is the future of social media
- How to make social media a skill, not a job
- Ways to use social media to boost your internal communication effectiveness
- The 3 levels of social media listening, and which is right for you
- The Humanization Highway and how to create the best social media response strategy
- How to combine listening and response to capitalize on the Opportunity Economy and create customers and raving fans
Chock full of examples and real-world stories, this session is ripped from the heart of the bestselling book The NOW Revolution. Jay Baer and Amber Naslund will show you the future of social business is a lot closer than you think.
Influence - a tricky topic that is definitely not new to marketing. From celebrity endorsements to modern blogger outreach, finding people who can help sway the consumer choice is a key toolset in advertising and public relations. What is new is the once gradual, and now rapid, shift in power from the few to the many, from the corporation to the consumer, and from the old media giants to the new media moms. New media influencers have the potential to wield an above average amount of influence today more than ever. A YouTube star or Twitter power-user can have an audience that is equal to a primetime TV show. Influence is all around us and businesses of all sizes can take small steps to find influencers relevant to them and leverage them for bigger marketing results. Agencies and consultants need to take note of this shift, as new media relations will be a major product for social media service providers moving forward.
Blogs are perfectly suited as social media information hubs for companies or individuals that want to dominate their niche online. This session will provide a blueprint and examples of the role blogs can play in an integrated search, social media and content marketing strategy that directly influences consumer information discovery, consumption and sharing. Whether you're frustrated with the performance of current blogging efforts or you're starting a new blog and want to maximize effectiveness, this session will deliver practical advice from the owner of one of the most popular marketing blogs on the internet.
What can you do when your marketing and PR efforts get engulfed in fail? Two veteran social media strategists walk through candid case studies of how brands have faced down an angry Internet — and sometimes even came out better for it.
In this case study panel, you will hear from Jamie Punishill--Thomson Reuters, Michel Savoie--RBC and Zena Weist--H&R Block as they discuss their successes, challenges and advice around the work they've done with the financial services brands they represent.
In this case study panel, you will hear from Mari Luangrath--Foiled Cupcakes, Rob Vitrano--Naked Pizza and Jacob McKean--Stone Brewing as they discuss their successes, challenges and advice around the work they've done with the small businesses they've built or represent. (moderated by Deirdre Breakenridge).
Finding the right person to build, nurture and grow your community can be a challenge. Depending on the type of community and your goals, the necessary skills can vary widely. This panel of community strategists and practitioners will share their experiences and uncover strategies for hiring the right community manager for your community.
Wondering if there's more to social than just name recognition and "voice"? Wondering if there are better ways to measure real, dollar-value impact of your Facebook marketing efforts? Join Christopher S. Penn, VP of Strategy and Innovation, as he shows you multiple options for measuring Facebook's impact on your organization with tools you already have. Get insights into what's really working and what's not, what your real returns on investment are, and how to identify opportunities to improve quickly.
Kids under 13 are online and exposed to your brand and products. Regulations (rightly so) around marketing to them are extraordinarily strict, and big fines for breaching FTC regulations are regularly handed out. But that still doesn't change the fact that they are learning about you, your messages and your brand online. How should you be thinking about this cohort of extremely web-savvy kids, and what are the ways, well within the official, and just plain ethical, guidelines that you can design an experience that will ultimately turn them into major brand fans once they are free of restrictions and able to engage with you in the open? We'll talk about opportunities to enchant, engage and grow your relationship with a generation that would spend all day on Lego.com if you let them.
With social media marketing clearly solidified into vocabulary, it’s important that marketers finally cut through the fluff and figure out how to generate business from social mediums such as Blogging, Facebook and Twitter. Join Chris Baggott as he explores how marketers are leveraging content to drive online acquisition. You’ll learn how simple it can be with the appropriate strategy and execution.
You’ve already created a step-by-step plan for how to deal with crisis mitigation online for your business. You comment on blogs, respond to Twitter and update your Facebook profile with information on the current state of the crisis. Although you’ve taken these measures, how do you ensure your online sentiment doesn’t plummet into negativity?
his case study panel, you will hear from Gabby Nelson--Select Comfort, Jessica Berlin--American Eagle and Deirdre Mize--Hallmark as they discuss their successes, challenges and advice around the work they've done with the brands they represent (moderated by Justin Goldsborough).
This session will present new, unreleased data for 2011 on America's adoption of social networking sites and services, with a detailed look at Facebook and Twitter usage, mobile social behavior, and location-based apps and services.
1. Attendees will be the first to learn new data on social networking, location-based services and mobile behaviors from one of America's most credible national research series.
2. Attendees will also learn how the changes in mainstream adoption and usage of social media are going to impact the future of content creation and distribution, and will be presented with a number of actionable recommendations.
3. Particular attention will be paid to mobile social usage, and attendees will leave with specific strategies to take advantage of mobile social behaviors from one of the leading analysts in consumer research.
Globally, about 60% of companies block employee access to social media. The rationale for preventing employees from getting to Facebook, YouTube and other social sites is based on fear, uncertainty and doubt. The reasons for blocking don't stand up to scrutiny, but even more important, keeping employees from accessing social media denies the company the massive benefits they could accrue from tapping ethically and authentically into employees' social graphs. This session debunks the myths and shows the path to mining gold from the online communities employees bring with them to work.
Many businesses create blogs with little thought, planning, or thought to how their content will drive business results. Blogging is often much more difficult than using platforms like Twitter and Facebook, but can still produce big business wins with the right planning and resources. Join this expert business blogging panel to discuss how to get the best traffic to your business blog and how, once you have them on the blog, you can funnel that traffic to the right calls to action.
Every blogger interested in building a money-making website is interested in getting big brands and advertisers involved in their product. Big brands are often interested in reaching emerging audiences found on niche blogs and online communities. But there often exists hurdles that get in the way of the two parties meeting in a mutually beneficial relationship. This talk will take a hard look at bad blogger behavior that has led many brands to lose trust and faith in blogs as reliable sponsorship outlets, why the bad behavior evolved and what you can do about it as a blogger and as brand. We'll cut the b.s for bloggers and give you real information and strategies to help build relationships with brands. Well cut the b.s for brands and tell you when and how to cut ties with misbehaving bloggers.
The ambition of an inexperienced PR-wannabe and the reputation of a Big Brand crashed into each other magnificently on the front page of a popular mom blog in February of 2011. As the surrounding traffic slowed down to witness the carnage and Twitter about it - one figure emerged from the chaos surprisingly unscathed. Toyota's preventative maintenance and fast reflexes kept their brand image intact through the actions of their Social Media team. We'll examine the life-cycle of a brand-crisis from the blogger, PR and Brand perspectives by analyzing the #ToyotaFail incident and how Toyota's Social Media team averted a rapidly developing brand crisis by listening and responding on Twitter as it was happening. Panel: Shelly Kramer, V3 Integrated Marketing, Anne-Marie Nichols, The Write Spot, and Lucretia Pruitt, The Social Joint
In a digital world where the lines between communication and blogs are becoming more and more blurry, the idea that bloggers are the new media is sometimes uncomfortable to PR pros. And bloggers are having trouble understanding how and when to approach PR firms. Danny Brown and Gini Dietrich have both communication backgrounds and successful blogs so sit on both sides of the fence. They’ve been collecting examples of good and bad pitches from PR pros, as well as bloggers who, in some cases, get it right and, in others, get it completely wrong. The gap doesn’t benefit anyone.
Gamification has taken off over the last couple years as much more than a gameplay toolset and is increasingly being used in marketing campaigns and online communities. This panel will pull together agency and vendor thought leaders on the topic and will answer these questions and more:
How have game mechanics been used in marketing to date?
What are the top business results that game mechanics can help drive for a business?
Does a business need to invest heavily in a large community or new tech to use game mechanics?
What types of businesses can benefit the most from integrating game mechanics?
What are the most common mistakes by marketers trying to leverage game mechanics?
What should brands do when their reputations are taking a beating? What are the strategies and tactics to averting a crisis? From discussions on striking the right tone, moderating fan comments, and planning content, we will share stories and best practices that demonstrate how brand marketers can answer and engage their Facebook critics (or critics on any other forums for that matter).
This session will discuss leveraging traditional e-commerce acquisition strategies to drive social commerce results. E-tailers have almost 15 years experience understanding the power of online purchasing – but how are social networks and communities impacting the online shopping experience. The ease and frequency of consumer interaction has made sharing deals, shopping tips and online bargain hunting a group affair—a truly different mode than the solo shopper. This session will cover fundamentals of the space as well as provide recent case studies on successful campaigns.
Additional panelists T.B.A.
Stats show that 96% of Facebook users "Like" a fan Page and then never return. Instead, fans rely on the News Feed to show them the most relevant and interesting updates from the friends and businesses they’re connected to. As a marketer on Facebook, that means you HAVE to grab your fans’ attention in the News Feed to stay relevant. We’ll explore how you do just that in our panel discussion.
During this session, attendees will understand why developing a digital crisis communications plan is vital for their businesses, even if not on an international scale, and how social media measuring tools can be used as the centerpiece of
their planning. Topics that will be discussed include:
• Forming your Digital Crisis Communications Team – who should be included
• Developing an Escalation and Contact Flowchart – determine who needs to be notified and when
• Developing guidelines for what constitutes a crisis, sample responses and what should not be responded to
• Building teams to support in local language(s)
• Developing a monitoring schedule
• What needs to be reported, when and how often
• How a digital crisis communications plan integrates into an overall communications plan
Social Media is made up of tools you can use in addition to your core business plan, it is not intended to replace it. Ramon shares how he uses these tools to sell Domino's Pizza in the city of Chicago.
In the incestuous world of content and curation in a digital era, who really owns the content we create and consume? From user generated content to mainstream news articles, YouTube videos to open APIs, it’s a brave new world in the era of personal and media rights. This session will address who owns what content, how big brands can and can’t use user data, how start-ups can leverage open and protected content as their point of innovation, personal user rights, and ways to plan content strategy from inception to ensure long-term (and legal) success.
The tabs on fan pages are an essential Facebook marketing tool. They are not only great for adding custom content for fans to discover, but they are ideal landing pages for Facebook ad campaigns. Now that Facebook has updated tabs to be iframes, it provides new opportunities and challenges for marketers.
Most brands know that they need to be listening to what consumers want, and social media has provided a way to do that. But what happens when a brand goes one step further and builds entire digital properties in response to what they hear customers saying through social media? Consumer brands explain how it's done and how it pays off.
In this case study panel, you will hear from Lisa Grimm--Mall of America, Shannon Paul--Blue Cross Blue Shield of Michigan and Matt Gentile of Century 21 as they discuss their successes, challenges and advice around the work they've done with the brands they represent (moderated by Jason Falls).
Influence measurement is evolving and will become real-time and community based…
In this session, PeopleBrowsr’s CEO, Jodee Rich, will share insights into the meaning of collective influence, real-time engagement with interest-based communities, identifying and engaging your top influencers by community, and lessons from case studies.
Jodee recently participated on a panel discussion on influence with Porter Gale, VP of Marketing at Virgin America, Elisa Steele, CMO at Yahoo!, and Jeffrey Hayzlett, former CMO of Kodak. His experience and expertise will help you to better understand influence and the power of engagement with influencer communities across the social web.
Social media is all the rage with consumers and has been put into use by the world's leading consumer brands. Now organizations of all types and sizes are exploring the use of social media both for internal purposes and as a communications conduit to the outside world. It's time to get serious about social media adoption in business and ask the tough questions. What are we trying to achieve? How do we make sense of the choices? Where do we get started? This session will give attendees a framework to address these key challenges to unlock opportunities in the current market environment.
What attendees will learn:
- How to formulate social business strategy
- Why many current approaches to emerging technologies are limited
- What actions can be taken to incorporate social tools into business
