Demystifying Social: How to Leverage Online Channels to Build Your Brand
The social media landscape is in constant flux, with new platforms, functionalities, and competition surfacing on the regular. While the volume of content continues to rise, consumer attention’s been rendered the true commodity. We know marketers are leveraging these online channels to connect with their customers, but how should brands best integrate social into their existing media mix? In this talk, Dan Fricker explains the fundamentals social marketing strategy and the significant differences and similarities as compared to traditional channels. We’ll look at where people spend time online, why communities connect and the essence of social network effects. From there, the group will learn the importance of psychographic targeting in social, how to build a brand archetype that will resonate with your audience, as well as how to develop a relatable voice. This session will focus on optimizing your social marketing efforts to build an effective brand identity online.
Influencer Outreach: The Importance of Other Microphones in Your Marketing Mix
The evolution of social channels over the past decade has not only allowed brands access to new platforms to connect with customers online, but has also fostered an entirely new understanding of what it means to generate word of mouth. The rise of so-called ‘influencer’ marketing, a cottage industry itself within social media, offers organizations new ways of disseminating their messages online. In this talk, Dan Fricker connects work with influencers back to the basics of the marketing funnel, and the importance of striking a balance between owned, paid and earned media. From there, he outlines the value of third-party endorsements and their impact on trust and resonance, with ample case studies along the way. We’ll look at ways to search, connect, and manage relationships with influencers, as well as one of the most frequently asked questions marketers have – how much should we pay?
Emotional Marketing: The Psychology of Social Sharing & Ingredients for Going Viral
Social marketers now operate in a post-Ice Bucket Challenge world, where every piece of branded content is measured against a concept of so-called ‘virality’. While timing and a degree of luck will surely always play a part, there are also several key factors to consider to help increase your odds of shareability. In this talk, Dan explores the psychology behind why people consume, engage with and share content online, and how this social activity directly impacts your marketing funnel. Rich with industry examples, this interactive session will look at case studies of brands representative of various archetypes, playing to a range of emotions as drivers of reach. Ultimately, this session will give you the tools to identify the relevant ingredients to include while developing your next big social campaign.
