TRACK 1: Content Strategies Across Social Media Platforms

Thursday, Mar. 15

9–10 a.m.
Opening keynote

Why data is a social media pro’s secret advantage—and how to use it

With today’s cacophony of PR and marketing messages online—and endless voices competing for consumers’ attention—communicators are turning to more creative ways to stand out from the crowd.

Brandi Boatner, IBM’s digital experience manager, will help you pivot from requests to “go viral” to crafting content and using social media strategies that will boost your ROI using readily available analytics and metrics. Learn how to read and understand what the numbers are saying so you can create social media posts your audience wants to read. See how researching trends and social listening can boost online engagement and help you better target consumers. Learn successful and sustainable alternatives to calls for more brand attention online.

Arm yourself with powerful online measurement tools that can increase your organization’s buzz—and your value.

 

Social and influencer communications lead for Global Markets
IBM Corporate Communications
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10:15–11 a.m.

Looking past Facebook’s news feed: How ‘Groups’ can facilitate brand loyalty and engagement

Facebook is an integral part of most communicators’ social media strategies and campaigns, but have you invested in the power of the platform’s “Groups” feature? Julie Bogen, social media manager at Vox.com and moderator of “The Weeds” Facebook group, will show how Vox combines its podcasts and interactive Facebook groups to build listener loyalty—and engagement. Through reviewing threads and posts, you’ll learn how you can create online interaction success on Facebook.

You’ll learn how to:

  • Monitor conversations to create content that resonates with your audience
  • Set effective strategies—and adjust them after engagement failures
  • Brainstorm content ideas based on audience activity
  • Solve problems within your community and foster an environment of growth and interaction
Social media manager
Vox.com
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Noon–1 p.m.

Networking lunch

(provided onsite)

1–1:45 p.m.

Empower customers to tell your best stories with video

What would your customers say about your organization if you drove to their homes? You might be surprised. Find out how a communicator from the nation’s largest chemical producer went on a 2,000-mile #DirtRoadTour with a farm blogger and video camera that resulted in the most successful campaign in global BASF history. The effort garnered 9.2 million organic impressions and more than 152K customer conversations. Whether you have a shoestring budget or a pot of gold, you can create an authentic conversation with your customers through video. Donnarie Hales from BASF will uncover storytelling insights and show you how to find the path to consumers’ hearts.

You’ll learn how to:

  • Let your customers be the star of the show—and become authentic brand advocates in the process
  • Engage with audiences through video, live streaming and social platforms
  • Adjust your social media strategy to gain a competitive advantage
  • Spread corporate messages while being relatable
  • Be opportunistic in your social media strategy planning
Communications manager/Product manager for diversified crops
BASF Ag Products
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2:45–3:15 p.m.

Networking break

3:15–4 p.m.

Content across platforms: How to create content for multiple departments, channels and goals 

When Mariano Archdeacon, director of digital content for Lowe’s, traveled with his team in the aftermath of Hurricane Harvey and Irma, they had storytelling across the entire organization in mind. The content they gathered was repurposed for social media, the Lowe’s newsroom, intranet, media coverage and a commercial that netted success for the marketing department. The ability to gather, create and repurpose content for departments across the organization gave Archdeacon’s’s content team a seat at the table—and confirmation that uncovering stories with a mind on content creation can help communicators immensely. In this session, Archdeacon will show you how to make your content efforts just as effective.

You’ll learn:

  • How to uncover stories from executives, employees, consumers and more
  • Questions every PR pro should ask when creating and repurposing content
  • How to craft videos, visuals and articles that fulfill multiple goals—and perform on multiple platforms
  • The items communicators must have to plan for content before, during and after events
  • How to identify trends and produce content quickly
Director of digital content
Lowe’s
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4:15–5:15 p.m.
Special Keynote

Special Keynote

Editorial content director
Disney Parks
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6–8 p.m.

Networking cocktail party, courtesy of Disney Parks

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. Bring your camera for photo ops with special guests.

Friday, Mar. 16

11 a.m.–Noon
Closing Keynote

Pixie dust and hashtags: Navigate the digital landscape and flex your social media superpowers

For communicators, the question is no longer if you should embrace social media, but how you can embrace it effectively.

How can you take advantage of current and upcoming digital trends—and which ones can help you better connect with your audiences, create meaningful interactions, foster trust and brand loyalty, and boost your bottom line? In this keynote, Kristin Graham taps into her decade in high tech, her corporate career climb and her beginnings as a journalist to show how embracing trends and creating social media strategies can help you grab a seat at the table.

In this growing and ever-changing digital landscape, you have to take stock of the skills, attitudes and insights necessary to quickly adapt to your audience’s needs, create snack-size content that gets attention and move past clever (but fleeting) tweets. Focus on strategies that can help you better understand stakeholders, prepare for crises, break down silos and flex your creative muscles. It’s time to carve out your spot in the social media space. Learn from the pioneers, thinkers and doers.

Global programs and communications
Amazon Web Services
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For event information, contact Customer Service 800.878.5331, or cservice@ragan.com