Executive Summary

PR News' Big 4 Social Media Conference

August 10, 2017 — Grand Hyatt, San Francisco

R News' Big 4 Social Media Conference Executive Summary

9:00 am-9:45 am: How to Use Facebook Live to Broadcast Your Brand’s Story
Brittany Detamore, Social Engagement Strategist, IBM

  • Facebook Live fosters conversation about ideas, includes online fans at live events and creates a sounding board for responding to current events
  • Provides access to experts, opportunities to participate, direct outreach to people who care about a topic
  • Only program content that must be live to be most effective
  • Block two to three hours for a day-of broadcast
  • Begin prep work four to six weeks in advance

9:45 am-10:30 am: How to Make Sure Your Paid Social Strategy is Paying Off
Melissa Wisehart, Managing Director, Moore Communications Group; Kelly Stone, Senior Social Media Manager, CompTIA

  • Social advertising has the ability to drive traffic, but also performs a critical research function
  • Be your own focus group, identifying potential customers and researching their motivating factors
  • Always use multi-image testing—use stock art if necessary
  • Build out sophisticated attribution models (e.g., using Google Analytics Model Comparison)
  • Accurate ROI relies on effective tracking and analytics; have tags and events in place and gather the maximum amount of data from the start

10:45 am-11:30 am: Social Listening on Twitter: Translating Analytics into Engagement
Matt Prince, Manager, PR and Brand Engagement, Taco Bell; Chad Berndtson, Director, Content Marketing & Social Media, Palo Alto Networks

  • In crisis listening, the voice of one isn't the voice of many; listen and act accordingly
  • Protect brand reputation by identifying potential threats and sharing impact with opinion elites
  • Share "seeking information" questions with relevant sales or marketing leaders
  • Escalate publicly aired product concerns to crisis communications and legal team

11:30 am-12:30 pm: Influencer Strategies Across Twitter, Facebook, Instagram and Snapchat
Sara Dunaj, Social Media Manager, Princess Cruises; Bob Hastings, Executive Vice President, Chief Communications Officer, Bell Helicopter; Danica Kombol, President, Everywhere Agency

  • Micro-influencers are key
  • Social shares are most valuable type of influencer-triggered engagement
  • Multi-channel campaigns > single-channel campaigns
  • Let influencers create what their fans crave

12:30 pm-1:30 pm: Keynote Lunch: Passion Brands in the Age of Disruption
Jeff Rosenblum, Author of "Friction: Passion Brands in the Age of Disruption," documentary filmmaker, founder of Questus

  • Brands like Patagonia, Yeti are "passion brands," started with a unique mission or driving a deeply emotional response in audiences
  • Not every brand is a passion brand—but that's OK. Important thing is noting the friction that occurs when audience is bombarded with logos and branding
  • Don't check social media first thing in the AM—feed your creativity by starting or ending the day with meditation, hobby or artistic outlet

1:30 pm-2:15 pm: How to Develop a Snapchat Presence
Andrea Limas, Social Media Strategist, University of San Francisco; Chris Strub, CEO, I Am Here, LLC

  • Identify cross-promotion channels and repurpose Snapchat content across them
  • Keep audiences interested by experimenting with new features
  • Create a storyboard for Snapchat Stories; content variety and detailed planning are key
  • Spectacles provide an authentic POV
  • Mix up content with takeovers, scavenger hunts, stickers, filters and other playful formats

2:15 pm-3:00 pm: Measurement Treasure: The KPIs That Spell Social Success
Steve Moskovitz, Global Director of Social Media, Oracle; Stephen L. Crosby, Director, Digital Media, Hess Corporation

  • Invest the same effort into identifying your audience as you do creating your campaign and measuring it
  • Measure the message, not just the numbers
  • Tie goals to social media KPIs: awareness to impressions; interaction to engagement rate; conversions to click-through rate
  • Know exactly who your competitors are and what their audience is—you should be able to name your top three competitors and their audience/demographic

3:15 pm-4:00 pm: Instagram ROI: Low-Cost Tactics for Visual Storytelling
Holli Beckman, Vice President of Marketing and Leasing Operations, WC Smith

  • Use bait, lock and trap technique to lead Instagram followers down the purchasing/awareness funnel
  • Make audience the stars of your content—"fill in the blank" text statuses are the new "refer a friend"
  • Focus on a small visual aspect of a story, rather than the powerful overarching theme
  • Use bit.ly short links (customized) for calls to action, with option to direct message for more info

4:00 pm-4:45 pm: How to Choose Among Facebook, Instagram and Snapchat Stories
Lauren Friedman, Head of Global Social Business Enablement, Adobe; Miri Rodriguez, Storyteller, Microsoft

  • Facebook Stories not available for companies yet, but keep an eye out for a rollout in the near future
  • Instagram stories can be promotional vehicles for evergreen content that lives in historical feed
  • Talkshow formats and conference takeovers are good ways to create FOMO in audience
  • Quantity over quality; experiment with creating exclusive content for each channel


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