The can't-miss virtual event of the year for social and digital media pros looking for new strategies to better reach and motivate their audiences across channels.
Social media can be the great connector, providing opportunities to build brand buzz, increase traffic and sales, enhance traditional campaigns and strategies, and empathetically engage with consumers and employees. To get results that really strengthen your organization's bottom line, last year's efforts won't cut it. Instead, it's time to seize the day by planning and creating moments of greatness across social media platforms.
Join us at this must-attend conference Social Media & Digital Communications Conference on March 16 to hear from PR, marketing and social media experts innovating ways to bolster their brands and achieve campaign and business goals through savvy content creation, new ways to engage, data-backed strategies that cater to audience insights, and more.
You'll walk away from virtual this event armed with practical takeaways across social media platforms and covering SEO, email marketing, visual storytelling, podcasting, employee engagement and more. Our insights-packed agenda will help rejuvenate and empower you to take the reins of your social media efforts —both in the eyes of consumers and your executives.
You'll also receive these bonus materials:
- Guide to Inclusive Language on Social Media
- AdRoll's Ultimate List of Social Media Resources
- Instagram's Guide for Businesses
- The Sophisticated Marketer's Guide to LinkedIn
- Near's TikTok for Business Beginner's Guide
- Marketo's SEO Cheat Sheet: Best Practices for On-Page Optimization
- Axero's Ultimate Cheat Sheet for Employee Engagement
Top takeaways for you and your team:
- How to cut through the clutter of a crowded digital media landscape to overcome fatigue and provide moments of inspiration
- Emerging consumer behaviors and ways you can adjust your efforts to meet a digital-first audience
- Top tools, resources and ideas to creating compelling content and increasing engagement on TikTok, Twitter, Instagram, LinkedIn, Facebook and more
- Rules for short, snackable content that wins in the attention economy
- How to balance marketing messages and promotions with purpose-led initiatives and messaging
- Ways you can encourage and support employee ambassadors in ways that align with your brand's mission and values
- Resources and steps for promoting diversity within your organization and online communities
- Tips for newsletters, emails and additional content that can support social media campaigns
- Secrets and tools for using data and insights to boost employee and consumer engagement
- Ways to spruce up your visual content without busting your budget
- Tailoring your content and social media ads to the platform, consumer and current trends
- Leveraging Medium and industry partnerships to syndicate your blog
- Tools and tips for A/B testing your messages—along with measuring on your efforts with the right KPIs
- Top tools and hacks for creating and publishing outstanding podcasts
- Content and engagement considerations for younger and mobile-first consumers
- Ways to consistently and transparently connect your executives to employees
- Tools, tips and hacks for virtual meetings, events and watercooler chats that cater to remote and dispersed teams
- Ways to use LinkedIn and internal social media platforms to promote engagement during and in between meetings
- Ways to gather, report and use audience insights to increase your bottom line
We'll kick off our insights- and expert-packed agenda with some eye-opening research about the future of digital communications and social media. Hear from Tina McCorkindale, President and CEO of the Institute for Public Relations, about the opportunities available to savvy communicators paving their social media career paths and innovating solutions to obstacles including remote workforces, crisis communications, the attention economy and more.
We'll also let you know how you can get involved as we learn together.
Consumers are turning to social media platforms more than ever before to connect, learn, share their thoughts, be entertained and more, providing a plethora of opportunities for digital communicators. However, brands must strike a careful balance in their messages, content and campaigns, especially during ongoing crises and in a polarized political landscape. Jeanne Sager, Marketing Manager for Dictionary.com, will share how she educates and engages with followers in unique ways that underline brand offerings while offering audiences valuable content, including the resource’s “Word of the Day.” She’ll also share how Dictionary.com takes part in important conversations and trending topics, including social justice and promoting inclusive language, without coming across as “salesy” or out of touch.
- How to embrace inclusive language online—and why it’s important
- Tips for forging partnerships and boosting engagement on Twitter, Instagram, Facebook and more
- Ways you can be part of trending topics and breaking news without seeming opportunistic
- Ideas for powering social media storytelling and content with data and insights
Consumers and employees are tuning into podcasts to learn what experts think—including their organization's leaders—as well as learn valuable information and be entertained. With more than 1.75 million podcasts vying for your audiences' attention, only top strategies and a smart framework of engaging content will help you stand out. In this panel with Nicole Christie, Senior Writer and Producer for Microsoft, and Drew Madison, Multimedia Communications Associate for Warren Averett (one of the top 35 accounting firms in the U.S.), you can ask burning podcast questions for both internal and external efforts—and walk away with practical advice to take advantage of this growing content format.
- Why consistency and content can be your best friends when establishing and expanding your podcast
- Ways to prepare external guests and internal leadership for authentic conversations that are informative, yet relaxed and engaging
- Must-have tools for your podcast—and ways to be scrappy with resources
- Lessons learned from listener feedback, content calendars and more
Measurement is a crucial element to social media success, and can quickly show you the content, platforms and audiences across social media platforms that best boost brand performance. Turn away from random acts of social media and instead embrace an informed and analytics-backed approach. Heather Brinckerhoff, Director of Social Media for Chip and Joanna Gaines’ brand, Magnolia, will share how to use data and insights to help you develop forward-thinking social media strategies, inform your content plan and gain buy-in from stakeholders.
- The right metrics to gather before, during and after social media strategies and campaigns
- Practical takeaways for using social media metrics and audience insights to hone social media efforts and increase both performance and engagement
- Tips for reporting social media ROI, from campaigns to overall brand presence and sentiment, to executives to gain additional buy-in and establish yourself as a trusted business partner
Your employees are powerful sources of stories and brand awareness for your organization, and might already be sharing content across their personal social media profiles. As organizations look for ways to appeal to audiences’ humanity and showcase their culture and people behind the brand, these employee advocates can be crucial to your digital branding and social media success. S. David Ramirez, Marketing Manager at TINT, will share how you can activate members of your workforce to create employee-generated content, along with examples of brands using this strategy to enhance employee experience and better connect and resonate with key stakeholders.
- The statistics and trends behind employee-generated content that can help you gain executive buy-in and support
- Tips for integrating workplace insights and social media best practices into existing employee advocacy programs
- Ways to encourage employees’ creativity and digital storytelling efforts
- How to measure and show ROI with internal influencers
Today's audiences are looking for new experiences and seeking information in different ways than before, meaning communicators must shake up their strategies to truly reach them. Especially for younger audiences, platforms like TikTok can offer huge opportunities to bolster your image and spread information, but you must actively engage and innovate. Alyssa Rodriguez, Education Specialist at the Oklahoma Aquarium, will share how the organization has harnessed TikTok to fufill their mission to inspire education and conversation—even as their doors remained shut during COVID-19.
- Ways you can jump on the TikTok trend and take risks to better connect with younger and digital-first audiences—and establish authority within your organization
- Creative social media content examples like virtual field trips—and ideas for innovating on a shoe string budget
- How to ignore the "shiny object syndrome" and focus on steady growth through consistent content and engagement strategies
- How to harness TikTok for social listening, brand awareness and engagement
As many organizations' workforces remain remote or hybrid, internal and employee communicators must continue to find innovative ways to break through the noise of their employees' inboxes and social media newsfeeds, especially during this unprecedented time of change and upheaval across the employer landscape. In this panel, you'll learn how to overcoming feelings of disconnectedness and isolation with dynamic solutions, tools and strategies across internal social media platforms and with digital workplaces that boost interaction, trust and employee loyalty.
- How to foster engagement and trust, especially with executives, using digital workplace tools that overcome remote and hybrid workplace obstacles
- Tools and best practices for intranet and digital workplace strategies that excite and inform, rather than overwhelm and confuse
- How to balance information flow and crisis communications with content that employees can expect and use
- How to measure the effectiveness of your intranet and digital workplace strategies, across channels and platforms
Crafting outstanding content is only part of the challenge for digital communicators. You must also serve up that content to the right audiences on the right channels at the right time—and back up that valuable information with an equally outstanding customer experience with your brand's digital presence. Omi Sido, Senior Technical SEO Manager at Canon Europe, will run you through a fast-paced SEO "crash course" and reveal what you need to create and deliver dynamic content catered to target audiences—along with ways to draw those consumers to your website, where they can become loyal customers.
- How SEO fits into the digital media puzzle and can extend your content's reach
- Audience behavior and search trends you should know to get the most clicks and decrease your bounce rate
- Ways you can optimize your website today—no matter your budget or team size
- How to take advantage of keyword analysis and link-building best practices to stand apart from the competition
Many social media platforms are "pay to play," with sponsored content and paid ads necessary to drive both content reach and engagement in ways that move the marketing needle as well as achieve business goals through social media efforts. Thomas Broadus, Director of Digital Strategy at Infinity Marketing, will share the top trends and tips to know when selecting your next campaign's paid ad mix to support both content marketing strategies as well as social media efforts and engagement.
- The three pillars of a winning paid social strategy
- Ways to get the biggest bang for your buck online, across budget amounts and team sizes
- Best practices tips for paid ads on Facebook, Instagram and more
- How to leverage programmatic advertising to boost engagement and sales
The invite-only social media app is exploding in popularity, with more than 8.1 million downloads in February 2021. What’s the viral trend all about—and should your organization or leaders hop aboard? In this session, you'll get an overview of the platform and current audio-only conversations happening, along with important considerations for joining and establishing your brand.
- How you can leverage Clubhouse for your organization’s branding and visibility
- Ways to meet content moderation challenges and fight against misinformation
- Ideas for executive thought leadership, employee engagement and more
Move over TikTok and Instagram: LinkedIn has the power to establish you and your executives as industry experts, while also powering networking and engagement initiatives. The social media platform can emphasize organizational efforts as much as individuals' insights—as long as your strategies are in line with your brand voice and social media objectives. In this panel with Emily Kostic, Director, Marketing & Communications for the Ad Council, and Purna Virji, Senior Content Solutions Evangelist for LinkedIn, you'll learn ways to stand out with video content, livestreaming efforts, and more along with ways to solidify yourself and your organization's executives as thought leaders online, along with increasing both your organization's and personal brands through LinkedIn.
- Ideas and lessons learned from LinkedIn livestreams and pre-recorded video content
- Ways to increase your brand's visibility on LinkedIn through employee advocacy, executive thought leadership and more
- Tips and takeaways for leveraging trends and conversations to extend the reach of your posts and content
- How LinkedIn can and should fit into your social media and digital content strategies
Standing out from the crowd of social media posts and content is a tall order, but brands should aim higher: to deliver coveted and valuable content to your target audiences and increase engagement and loyalty. Susan Chang, Head of Social Media for Dropbox, will share how she strengthened Dropbox’s brand online and fostered engagement and lasting relationships during COVID-19 through digital care packages created by 25 influencers and experts across verticals, along with ideas for supercharging your social media efforts with snackable content.
- Ways to surprise and delight followers on Instagram, Twitter, Facebook and more, even during times of crisis and change
- How to promote your brand and solidify your voice online without yelling empty marketing messages
- Tips and advice for finding and working with influencers and content creators
No matter how great your promotion or offer is, email marketing can only succeed if your audience actually sees and interacts with your emails. Even with well-designed graphics and engaging copy, an email is only as effective as the actions it motivates your audience to take. From hyper focused target lists to eye catching subject lines and CTAs, learn email marketing best practices to cut through the noise and ensure your emails stand out in your audience’s inbox. Miles White, Senior Web Manager for digital customer experience (CX) technology and services company TTEC, will share the most important truths for creating powerful email campaigns that support business efforts and help meet both marketing and bottom-line goals.
- Email marketing trends, subject lines and email copy strategies to increase open and click through rates
- Ways to use personalization, visuals, call-to-action text and tailored content to add a human touch to your campaigns—and encourage scrolling and clicks
- The importance of delivery and mobile optimization to increase engagement and avoid the junk folder
- How to measure success—and use the data to power future email marketing efforts and follow-up nurture streams
Compelling images and videos are leading the way when it comes to shifting content marketing and social media campaigns designed to reach consumers bombarded with branded messages—and embracing this hot trend can help you stand out, increase engagement and foster relationships between consumers and your brand. T.J. Barber, Director of Social Media Marketing at BET Networks, will share lessons learned from campaigns including "Mukbang x BET," which garnered more than 3 million views, and the network's Super Bowl LIV content, which racked up more than 2 million views—and insights you can infuse into social media visuals and videos.
- How to create long- and short-form videos that captivate viewers and increase engagement across Facebook, Instagram, Twitter, YouTube and more
- Tips and takeaways for ensuring your brand voice is consistent across content and digital channels
- Ways to work with influencers to build interest and excitement
- How to extend the life of your content with savvy social media strategies
Having a solid social media strategy is outstanding, but your work doesn't stop there. You must also support that strategy and feed the "content monster" with valuable and attention-attracting digital media content and campaigns. Mary Olivieri, EVP and Executive Creative Director of CBD Marketing, will share the secrets to "carving up your content turkey," dishing up practical takeaways to help you serve your target audience with the content they crave.
- Tips for creating and repurposing content such as newsletters, blog posts and emails that support social media campaigns
- Ways to stand out online without giving consumers content fatigue
- How digital content and storytelling fits into holistic communications strategies
- How to diversify your content across digital channels—and why it's crucial for success
People can't connect to the intangible nature of your company's brand, but they can connect and build trust with your employees that are involved with building and executing your brand's strategies. This trust and brand reputation can be shaped and strengthened through authentic and human connections with employee brand ambassadors able to tout your organization's innovations, products and services along with its vision and culture. Abu Ngauja, Associate Director of Talent + Culture for The Martin Agency, and Katie Alley-Wiegert, Associate Director of Brand Communications for The Martin Agency, will share efforts to connect employees and welcome newcomers beyond computer screens, from approaching virtual meetings, employee storytelling and town halls differently to an interactive game to attract talent. She'll also share ways you can support and highlight the people behind your brand, encouraging them to do the same for your organization.
- Ways to get to know your employees and keep a connected workforce, even with remote staff
- Practical ideas for infusing your organization’s culture into your social media channels—both internally and externally
- How employee advocacy can drive website traffic and boost your bottom line—and how to report your success
- Ways to take risks grounded in your organization’s values and what employees want
From increasing visibility for internal DE&I commitments to taking a stand on racial equity and social justice online, organizations across industries are being called to the mat on how they're making a difference for employees and consumers across backgrounds—and social media platforms have become the magnifying glass as consumers look to how brands are responding to the call. In this closing panel, you'll learn from Vanessa Mbonu, Digital Director for the NAACP, and Kevin Clayton, Vice President of Diversity, Inclusion and Community Engagement for the Cleveland Cavaliers. As they answer your questions, they'll share how to use digital content to emphasize your DE&I commitments, take a stand on social justice and racial equality issues and more—in meaningful ways that match your organization's values and goals, and without attracting backlash on Twitter, Facebook or Instagram.
- Ways to amplify diverse voices within your organization as well as across your online and in-person communities
- Why your workforce culture, engagement and hiring practices are crucial to building trust around DE&I commitments—and how you can navigate scrutiny in 2021
- Tips for better listening and acting on feedback from employees and consumers when it comes to creating more inclusive and welcoming content
You've indulged in an insights-packed agenda and gleaned ideas and takeaways for more dynamic content and strategies to increase engagement across social media platforms. As we close, we'll share the top takeaways and reminders of the day, so you can carry that inspiration back to your teams.
More speakers will be announced soon.
If you are interested in submitting a speaker proposal, please contact Beki Winchel at Bekiw@ragan.com
WHO SHOULD ATTEND?
You should attend if you spend at least a quarter of your time in any of these areas:
Social Media • Public Relations • Marketing • Content Marketing • Digital Marketing • Employee Engagement • Brand Storytelling • Community Management • Strategic Communications • Intranet • Executive Communications
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