Influencer & Social Media Marketing

• Key tactics to help define a unique social voice
• Learn to know where your Brand Voice matters the most
• Monitoring and learning to be flexible
• The importance of teaching your team to bring your voice alive

In the age of influence brands are motivated to authentically connect and engage with their audience. Through the virality of social media, advertising, and influencers, brands are able to quickly spread and amplify their narratives. But brands and their marketing departments aren’t the only ones driving their narratives, conversations, and trends. These interactions are often driven by crowds made up of groups bonded by common interests and vying for attention. What brands aren’t accounting for today are how these influencers and online groups can be a brand’s biggest champions or their worst nightmare. In our session New Knowledge will dive into how to determine who is really driving your brand engagements, and the importance of identifying both your brand’s enemy and ally influencers to drive more authentic brand interactions.

• Understanding which influencers work for your brand.
• How to ensure authenticity and relevancy is a fundamental part of your strategy
• What to do when it goes wrong with influencers?
• Should you give influencers creative freedom?
• Calculating the ROI for your strategy

Since 2017, Americans drink more bottled water than all sodas combined. But emerging in the fast-growing branded water jungle is a tough game for marketers. From private label battles to #NoPlastic initiatives, no one day is alike for water brand managers. With celebrities such as Will Smith launching their own water brands on social, who will win the roaring battle for shelf space and brand notoriety?   

In this inspiring 15-minute fireside chat, Todd Grossman, CEO Americas at Talkwalker, and Christopher Hodorowski, Social Listening Manager for Nestlé Waters North America, will explore how NWNA uses social listening and analytics to measure campaign performance, evaluate the impact of their sponsorships, and deliver actionable insights based on social sentiment.

• Why brands should utilise each other’s strengths with marketing awareness
• How to create dynamic campaigns across Social Channels
• How to create noise with your Partnership

• Building meaningful customer relationships with authenticity
• The shift to 1:1 interaction with customers for engagement & growth
• Building community, trust & socialization on your channels
• Designing on trend & rewarding influencer campaigns
• Chatbots – Why are they important for engagement on social?

A call to action from HelloSociety to brands: Stop talking exclusively about Influencers. Start talking about who they reach.

Gone are the days that brands can focus solely on qualifiers like follower count and engagement rate. The most effective strategies to leverage Influencers should focus on not only the creators themselves, but the value of the consumers they engage.

HelloSociety’s Inside/Influence is a first-to-market research study conducted among social media users with an affinity for Influencer content. Inside/Influence goes into the minds of social audiences to identify what drives and inspires Influencer content consumption, brand engagement, and more. The report takes marketers behind-the-scenes of the consumer journey to reveal actionable insights for Influencer Marketing today.

Key Learnings 

• Psychographic profile of Influencer followers
• Influence as defined by the value of followers
• First-to-market Influencer Marketing consumer purchase journey

• Creating shareable content
• Engaging Influencers & their audiences
• Using unusual narratives to push boundaries of storytelling

• How ROYCE’ Chocolate used social media to establish a brand presence in an international market
• Why your Brand Voice matters
• How to balance staying true to your corporate brand image and where to diversify in connecting with customers
• Why it’s still important to do actual fieldwork and engage in-person with customers outside the online sphere

• Why should brands look towards a customer-centric strategy
• How do brands create – true customer centricity – across all brand touchpoint
• Why digital consumer data is so influential in creating experiences and understanding consumers
• How social listening is driving collaboration across marketing, sales, product, and insights departments

• How micro-influencers are disrupting the traditional influencer space and are flipping the celebrity/influencer – consumer/fan paradigm on its head.
• Key factors to consider when vetting micro-influencers to promote your brand.
• How to build a micro-influencer marketing strategy that effectively engages your target audience and has a lasting impact.

Over the past several years, the LEGO Group’s social media presence has grown from being non-existent, to a best-in-class, fun and engaging experience across leading social platforms, delivering meaningful and engaging interactions with millions of fans every day. James will take you through how The LEGO Group’s developed such a global and evocative social media content strategy across audiences and social channels.

Content consumption on mobile is changing, with engaging, full-screen storytelling formats becoming increasingly popular. While the web has the capabilities to support the creation of this type of content, the technical investment can be challenging. AMP stories enables the creation of visual content that is fast, open, and user-first in a way that is simple. Now, these stories can be monetized like any other website providing a more visually engaging option than standard display ads. In this session, you’ll learn about the integration and monetization of AMP stories and why publishers like CNN, Washington Post, and BBC are already using this format.

• Giving your data context via social audiences
• Streamlining your message to speak to your customers
• Creating a relationship to lead to conversion