Nothing New: An Irreverent History of Storytelling and Social Media

Admiral Lord Nelson waved flags on a boat. Facebook, Twitter, and LinkedIn. Equal parts theory and hands-on practice, this Workshop is designed to familiarize you with platform-specific tools, best practices, analytics, and good writing basics to step up your social media writing game and help you build strong connections with your target audience. Specifically, the Social Media Writing Workshop will equip you to drive more valuable social media engagement with an increased mastery of:.

At approximately hours long, the Social Media Writing Workshop will change how you think about the shape your message takes on different platforms, will help you publish with intention, and will help you start conversations your audiences want to have. No sessions are scheduled at this time. Contact us to schedule a session for your organization.

Did you know that all of our sessions can be customized? City University of New York. Jackson Center for Creative Writing.

Agenda - Los Angeles

Institute of American Indian Arts. University of North Carolina Wilmington. Carnegie Mellon University Press. Dominican University of CA. Emerson College Graduate Programs. Northwestern University School of Professional Studies. In a world where we can target people more specifically than ever, marketing seems more confusing. How specific is too specific? Plant a flag for what they believe in. Prove a brand that takes a stance — rooted in cultural and audience needs — can build followership and passion. A Magnetic Brand takes a stand, communicates its point-of-view, and compels you to be a part of its ethos.

They attract a passionate following, while driving impact AND their bottom line. Her expertise in emotive storytelling has helped dozens of Fortune companies win the war for attention and and connect with consumers on a deep, memorable and emotional way. Clearly, gone are the days of just selling a product. An audience needs to know what you stand for. Over the past decade, Naomi Yasuda has perfected the art of storytelling to communicate brand values. The secret to her success lies in the science behind Schema Theory. New stories force our brains to build new mental scaffolding and challenge our perceptions.

Repetition and simple stories create our scaffolding, or schemas. In this presentation, Yasuda will share the secret sauce Good Media Group uses to create effective branded content utilizing Schema Theory. Since starting at the company in to spearhead the creation of the digital team, Dustin has led Tool to receive an overwhelming amount of praise and awards from the industry. While racking in the awards for his work, he has been able to help bring on several interactive directors and some of the top creative digital producers and technologists.

How can you use these technologies in the best format? Brands know that social media offers access to consumers and their behavior, which means Twitter, Facebook, Instagram and Snapchat can help brands thrive. Brands are looking for ways to strengthen their voice and connection on these platforms. How can AR be used to help my brand?

Can AI be used to personalize and scale a message to the social media community? How do you engage in real time? How do you measure this engagement and what can you do with it? This panel will discuss tech trends within social media and offer insights on ways to innovate using the technology in the advertising industry.

Over the last two decades, Avi Savar has helped the worlds leading organizations drive change by leveraging technology and content as transformative forces to build and grow their brands. In Avi founded Big Fuel, a global digital marketing agency, which he grew from a one-man shop to a dominant industry leader with over employees worldwide. In Avi established Savar Ventures, an advisory and investment firm, and also joined venture capital firm Dreamit where he currently serves as Partner and Board Director.

Avi continues to be a leading expert who speaks globally on digital strategy, disruptive technologies, business transformation and corporate innovation. Avi is an active advisor and investor in several media and technology companies and currently sits on the American Express Digital Advisory Board. Every company across every industry is impacted by the exponential rate of disruption. Today, innovation happens in months, not years. Decisions need to be made instantly, not quarterly. Unfortunately, this leaves little time to validate our instincts and often leads us to make critical decisions based on nothing more than our assumptions — eventually, one of those assumptions might be your last.

In this session, learn how brand managers, innovation teams and research departments are tapping directly into the consciousness of their consumer and harnessing the power of on-demand human intelligence to put a merciful end to assumptions, once and for all. Conversocial is an official partner of Twitter and Facebook, and has been recognized by Forrester, Gartner and Ovum as a leading vendor in the social customer care space. Having started his career in London, Joshua now lives New York.

Josh March, CEO and Co-Founder of Conversocial, believes brands still have a long way to go before they can meet customer expectations in the digital era. For almost two decades, Kendra Bracken-Ferguson has helped to define and navigate the digital space as a creative force for brands and influencers, becoming a recognized and soughtafter business innovator and global digital architect.

Now the Chief Digital Officer of CAA-GBG, the largest brand management agency in the world with 24 offices in over 20 countries, Kendra leads a global team of digital marketing experts and social media natives. Prior to BrainTrust gaining notoriety and success, Kendra saw an opening in the market for digital, social and influencer marketing, and she co-founded Digital Brand Architects.

Now in its sixth year, DBA grew quickly from an idea at a kitchen table into the go-to firm for influencer management. Prior, she was executive producer for Annie Leibovitz and an agent at Art Partner. She has proudly led the company through 2 Clio award winning projects to date. Brandon has a keen focus on people, organizations, and brands; with a desire to understand how they produce and consume, particularly in the digital space.

Brandon is a graduate of Purdue University. Brandon concentrates on fashion and beauty, providing unique insight into multi-cultural audiences across the agency. Twelve years of television producing and directing experience lead Christine Stern to be a pioneer of online content creation. From there, she went to QVC and wrote a show for their live television broadcast that combined influencers, shopping and social media; a first for the network and one of the first shows to leverage social media.

Christine took her newfound love of fast pace storytelling to Stila Cosmetics where she built an in-house social media and PR team. Christine has capitalized on that organic love by more than doubling their followers to 1. Christine leverages the value in working on a recognizable brand to target new consumers and create relationships through her micro-influencer strategy and UGC approach. Liu has been in his current position since June Prior to Perfect Corp, Mr.

He was responsible for key partner development, sales strategy and business growth. He grew several multi-million dollars global OEM accounts and managed heavy weight industrial partners such as Lenovo, Intel, and Comcast. Kyle is a hybrid between creative and tech software development.

Technology has disrupted many CPG companies, but few so more than beauty brands who have faced mounting pressures to keep up with shifting consumer behavior and new competitors born out of Instagram and Pinterest culture.

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While social media constantly evolves, how do beauty brands adapt? How do they reach the right consumers to convey a meaningful message and deliver it through engaging content? In this session, CAA-GBG will show you how immersive technology experiences can connect brands with their target audiences through omni-channel strategies in order to drive conversions. This session will dive into the disruption of the purchase funnel and deliver key takeaways to leverage technology and data to make an impact in a cluttered beauty space.

She oversees all US influencer teams, creating top quality integrated influencer programs for clients, leveraging all tiers of talent, from micro-influencers to top-tier creators, and has built collaborations across Edelman to amplify influencer content across owned, earned and paid media. Sybil launched her digital career at ZAM Network now Tencent from where she built and ran both the Ad Sales and Ad Operations teams, dramatically increasing advertising revenue across US and international.

Influencer marketing must be both creative and strategic to be successful. When tracking success, metrics matter; but in this era of fake metrics and fake followers how do you determine which metrics to track, and which metrics are even real? This session will cover the rise of influencers and the current challenges for brands in this ever-changing digital landscape. Learn best practices for setting up your integrated influencer campaign strategy, determining the real metrics that matter most, identifying key influencers to convey your custom message, and collaborating for authentic campaigns that speak to your target audiences.

In addition, we will dive into how to maximize the ROI of influencer created assets with amplification and optimization across platforms. With over 20 years of experience, Chief Business Officer of EscapeX, Shamik Talukder, has been at the forefront of tech and entertainment to create cutting edge solutions for celebrities and influencers across the globe.

With over celebrity apps spread across 7 countries, he thrives in helping influencers leverage their fan base to achieve their individual goals and take ownership of their social following. Chau has since focused his growth in the social media influencer community. Celebrities and influencer alike wander through the social media atmosphere unaware of the detrimental outcomes of building their personal brands on a public social media site. We live in a time where content is no longer owned by the creator and monetizing your online presence is near impossible; EscapeX is offering a solution to talent and social influencers throughout the world.

Michaela McEttrick is a Creative Producer at Super Deluxe, a disruptive entertainment brand dedicated to cultivating diverse auteurs and amplifying unconventional voices. Michaela, a Southern California native, jokes that she was raised by the Internet. Hillary Power is SVP of Short Form at Super Deluxe, an omni-platform entertainment company with the most engaging and fastest-growing channels targeted at creative youth. In her role, Hillary oversees a team of about 30 in making videos that range from irreverent lifestyle series to political satire to docu-series.

Her goal is to make Internet videos for people who are sick of Internet videos. Since launching in January , Super Deluxe has hit 2. In , Super Deluxe will have seven TV shows, all of which originated in the short form department. She has been instrumental in cultivating female creators. She brought Sarah Ramos to Super Deluxe, for example, to make the critically-acclaimed web series City Girl, a surreal rom-com that the actress wrote when she was a kid.

When social media burst onto the scene, traditional entertainment brands were quick translate their content strategies to the new medium. At the same time, a new class of digitally native studios emerged to rewrite the established playbook for filmmaking and entertainment. When Super Deluxe launched in January , it endeavored to create a true omni-platform entertainment company that produces an ecosystem of content, from scripted and unscripted TV shows to short-form videos, interactive live programming, creative tech products, and branded campaigns.

David Bloom is a Los Angeles-based writer and consultant on communications and content strategy. He writes weekly columns on the collision of tech, media and entertainment for Tubefilter. Bloom has been an award-winning journalist for numerous publications, including Variety, Deadline. He has held executive communications positions with MGM Inc. He is a graduate of the University of Missouri School of Journalism.

He is an active member of the California Bar Association, holds a B. Previously Kevin was an agent on the rise at The Gersh Agency focused on emerging platforms and talents. With over 3 million followers across her platforms, Rachel Ballinger maintains two YouTube channels, captivating her audience with comedy posts, vlogs, and most recently podcasts.

She is also active on Instagram, Twitter, and Facebook. Lina leads and manages all talent partnerships and relations at the Ad Council. She has a background in theatrical producing, marketing and talent management.

She is passionate about the arts, accessibly reaching audiences, making a difference and the digital space. Brands and creators have been working together for years, but as the influencer landscape has grown more complex, these relationships have been under stress. Marketers understand the power of creator storytelling, and know that influencer marketing is one of the very best ways to authentically drive consideration and other important marketing objectives.

For this reason, a vast majority of marketers are increasing their investment in the maturing channel. On the flipside, creators have more opportunities than ever before to earn an income for the things they are passionate about: Still, creators have expressed frustrations with marketers putting too many guideposts on their creative process.

How can we all work together to help push influencer marketing, collaboratively? This session brings together the key stakeholders in influencer marketing, representing creative talent , marketing brands , legal, talent management, and more. It will cover the leading issues of the day, including what the evolving FTC guidelines mean for the industry; how the changing nature of platforms is adding complexity to influencer marketing; and how to incorporate the key characteristics of an effective branded content campaign into your next effort.

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Angela Yang leads the social media practice at T3, an Austin-based innovation agency. Last year, Angela helped double the portfolio of social media clients for T3. Angela is bringing T3 to SXSW with a panel on gender fluidity and how it should recast brand engagement. Doing good work, working with good people, and making people feel good about their work is how Angela describes the main mission of her career. Rachael comes from a loud and tight-knit Midwest family, believes in keeping the internet weird, and is an inbox-zero kind of person. Rebecca Coleman co-founded creative agency Something Massive in when she saw an opportunity to help brands build cultural value, and has been creating meaningful interactions between client and consumer ever since.

Tenacious, energetic and strategic, Rebecca is a successful entrepreneur who brings a special spark to her agency. The study looked at consumer packaged goods brands, and Plum Organics was the only brand established in the twenty-first century to make the top 10 list. Corporate social media presences have not always been known for their glowing personalities—especially in the early days of social when brands opted to play it safe.

These days, brands are standing out by having the guts to take a stand, make a few friendly jabs, and even pick some battles with the competition. Fun, relatable content that lightens the mood and brings audiences closer to the brand.

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Panelists will also share when to draw the line to avoid being perceived as too kitschy or mean-spirited. The premier web hosting solution for agencies and creative professionals since , Media Temple was born in L. After an inspiring and educational day full of SMWLA content, take a load off, grab a drink with fellow attendees. Beer, wine and bites will be provided courtesy of Media Temple. Hope to see you in the East Wing! From Academy Award-winning production design of Avatar and director of Maleficent comes Raising a Rukus, a cinematic VR experience that invites participants along on a magical adventure with a brother and sister and their mischievous dog, Rukus.

VRC The Virtual Reality Company is a content studio and production company that combines the best in narrative storytelling, technology, art and gaming to create compelling and immersive VR experiences for people around the world. Founded in by four Hollywood veterans, Robert Stromberg, Guy Primus, Chris Edwards and Joel Newton , VRC began with a team of award winning storytellers with a passion for innovation and a desire to explore a new way to share experiences and tell stories.

Previously, Zabrina was at Snap and Bitstrips in Toronto and also spent time working on messaging applications in Amsterdam. You might catch her on her way to the latest product meet-up in Toronto while on her bright yellow bike. The future of commerce exists squarely with brands who are focused on creating experiential shopping interactions through experimentation.

The brands who are open to trying everything will be the ones who emerge as leaders in the space. This experience put greatness into the hands of a new generation, many of whom got early access to the Air Jordan III Tinker, marking the first time ever a sneaker has been sold directly through Snapchat and delivered within hours. In addition to leading U. The convergence of social media and ecommerce established a new shopping category — called social commerce — that has transformed the online shopping experience for brands and consumers alike.

More and more companies are implementing social commerce as part of their overall marketing campaigns to increase consumer engagement, awareness, conversion, and sales, and help establish long-term relationships. As social commerce increasingly grows in importance, buying behaviors will also evolve, which will challenge brand marketers to identify the best tactics to take consumers from content discovery and shopping inspiration to purchase. In this session, Dan Lagani, President and Chief Revenue Office at Diply, will outline the ever-changing landscape of social commerce and the ways it will influence how brands reach consumers in and beyond.

A digital media veteran with 11 years of web, social, and digital video experience, he oversees the team that executes strategy and growth for the social video channels of Fortune brand and media clients such as NBC, Intel, American Express, Ford, GE, and 20th Century Fox. He received his Bachelor of Arts from the University of Southern California, where he studied communications with an emphasis in media and entertainment.

Yuval Rechter is an entrepreneur and a digital marketing expert. Yuval is the Head of Digital First Media. Yuval has been responsible for the exponential growth on the First Media on social media to reach over 60 million Fans in 20 months with over 20 Billion organic video view. First Media has been in the top 10 publisher of Tubular in the past year and Blossom has been 1 with 50M views per post Tasty from BuzzFeed has been 2 with 14M per post.

First Media is holding a record of the most shared and watched video in the history of FB with over M views and 12M shares. What makes a piece of sponsored content stand out?

Agenda (2018)

How can marketers create branded content that feels authentic and innately sharable? Gain valuable insight into the success of content in the digital space and what it takes to climb to the top of this changing industry — engaging with audiences through meaningful ways, building trust within brand platforms, and successfully integrating other brands within native content to serve both the brand and the viewer.

In this role, she counsels clients, and writes and speaks frequently on the legal implications of advertising in social media. He structures and negotiates complex agreements involving the collection, use, storage, and monetization of confidential data. He regularly counsels advertisers, publishers, and technology providers on ad-tech issues, including programmatic and chatbots. He helps clients develop privacy and data security programs and policies, conduct privacy due diligence in connection with fundraising and acquisitions, and respond to data breaches and regulatory inquiries.

He also helped launch a technology startup, which was acquired by a multi-national company in Audrey was recently named one of the top 25 chatbot influencers worldwide. Prior to moving into the tech world, Audrey was an investment banker focusing on media and entertainment.

MTFW: Nothing New

In , more than 1. Brands are now leveraging Messenger and other chatbot platforms to communicate directly with consumers and deliver relevant content using Big Data and AI technology. Chatbot use will only continue to grow with the recently-launched Facebook plugin that allows brands to integrate Messenger into their own services. While chatbots can help brands become closer to consumers, they can also create legal and ethical challenges. Join marketing and legal professionals for a discussion of the chatbot ecosystem and concerns posed by chatbot use.

As VP of Revenue at Adaptly, Danielle brings years of digital strategy and management experience across social and search. She enjoys immersing herself in new technology in this fast and ever-changing industry. Outside of the office she enjoys traveling to undiscovered places, exploring the nooks of L. As a seasoned advertising veteran, Fairbanks has 22 years of advertising experience under her belt.

Additionally, she has held various agency and marketing positions. For many brands, the customer journey has changed. This is especially true for the automotive industry, where people in the market for a new car can barrel through most of the purchase funnel without ever setting foot in a dealership. Since the path to purchase is no longer linear and the customer journey varies by individual, brands have to master the art of dynamic creative on social to reach users at all stages of the funnel. He is a self-admitted recovering gamer who now enjoys the occasional game of on his smartphone.

Alex has spent the last 10 years heavily invested in digital media, focusing his efforts on selling digital media and custom content partnerships to Fortune companies. Alex is responsible for curating relationships and structuring deals across top tier clients that include Honda, Pepsi, Google, Beats by Dre, Nike, Apple, Tesla, etc.

Gaming has evolved from something that one or two people did in their living room to a spectator sport that can attract upwards of 50 million viewers for a single event. Might it be more accurate to think of gaming as a form of, or even a frontier, of social media? And if so, how can advertisers and agencies take advantage? He also loves dogs, and the color blue.

Matt Pressberg covers the business of Hollywood, particularly its relationship with China, and the emergence of new digital-first players. Prior to that, he was a private equity analyst. This session will offer an exploration of what it means to lead the digital revolution with an eye towards intellectual property. Audience and reach are key for any publisher, but when it comes to new IP, the playing field has been leveled more than ever for someone trying to create a concept from scratch. What are the stars that need to align for us to see meaningful IP development beyond traditional borders?

Ricky manages all brand relationships and campaigns, supporting our capabilities that include traditional and digital integration services to an impressive global roster of clients that include General Motors, Microsoft, Zillow, Pepe Jeans, Hyundai, Disney, Ubisoft and other major global brands we are privileged and proud to be working with. Prior to joining BEN, Ricky founded Plaid Social Labs, the leading social media influencer product integration company, which was acquired by BEN in to expand reach into the digital influencer community.

Ricky has been a leader and innovator in the influencer space representing brands and helping them partner with content creators that have relevant audiences. Ricky Ray has a passion for helping brands increase awareness, establish product credibility and build an active community of brand advocates through the power of product integration. With a profound focus on creative storytelling, he has a deep strategic and practical passion for creating, as he continues to do so to this day in his free time. Markus refers to himself as an experienced creator who just so happens to work for a Fortune company, charged with developing relationships and innovative content with the top creators on the internet.

Brands are at a crossroads where they must identify the appropriate time to insert their products into the conversation. As the digital landscape evolves with audiences segmenting and isolating based on ideals and interests, brands must change the way they analyze and target their audiences. What if brands focused on identifying mindsets and fostering sense of community rather than targeting through traditional demographic lenses like age and gender?

Gaming companies have a massive opportunity to break down stereotypes and build authentic connections with a wider community of brand enthusiasts of teenagers, college kids, parents and beyond. Esports attracts a global community and the ability to connect with consumers from all over the world. Scott began his career at the Central Intelligence Agency focused on counter-terrorism and covert influence.

Nina is a pioneer of the digital media revolution and respected for her accomplishments within the entertainment, media, advertising, marketing, and technology industries. Known for her successful contributions within the startup community, Nina is currently the head of sales at Mobcrush and the first female on the senior executive team. Earlier in her career, Nina held a host of sales, marketing and account executive positions at Digital Broadcast Group and Creative Artists Agency, among others.

Video platforms have undergone a flurry of changes—from algorithm updates to new thresholds for monetizing content. This has led brands and creators alike to navigate a new landscape for creating content, but unaware of where to start their strategy and fearing new changes ahead. Jen is a writer, director, and editor.

When not working on Ladylike, she focuses on content that speaks to the LGBTQ and Asian American communities, as well as the intersections between those two identities. She is incredibly passionate about Soft-coated Wheaten Terriers, filet mignon, and prestige television series. Chantel Houston is a producer and creator at BuzzFeed.

Social Media Writing Workshop

Houston is best known for creating meaningful and entertaining videos for women, people of color, and underserved audiences. She loves soup and believes that Pamplemousse La Croix is the best flavor hands down. Freddie is one of the original cast members and producers of BuzzFeed Ladylike and has excelled in creating content about style, beauty, and social taboos.

Her true passion is fashion and style, and she hopes to continue making content around it in a way that encourages people to take style risks and live out loud. Also, Drake saves lives.