For years now we’ve been hearing about the importance of authenticity in influencer marketing. It’s become the industry’s favorite new buzzword with which we have a bit of a love/hate relationship. And while authenticity is still an important factor, the recent trend of tapping into “micro-influencers” has given rise to another, arguably more relevant, keyword: approachability.

Presented by Ben Trinh, Postmates

Has your brand ever wondered whether or not a piece of content was too sensitive or personal to share on social? Do you ever struggle to walk the thin line of strategy vs sensationalism? From statistics, to UGC, to staying positive, this session will explore how March of Dimes approaches personal and sensitive storytelling on social, and how the organization is able to engage a larger audience of donors through those stories.

Presented by Lauren Gebhardt and Leigh-Anne Lefurge, March of Dimes

Businesses love the chase, but once they’ve nabbed a new customer are they doing enough to keep them engaged and active? Join Effen Vodka as they discuss the most innovative ways they’ve interacted with their current customer base to help build loyalty and increase ROI.

Presented by Joe Sargent, Effen Vodka

It’s difficult enough to create content that will encourage audience engagement on social, so imagine the challenges museums, attractions and destinations face with the additional task of inspiring offline actions like ticket purchases and visits . Learn how the Museum of Ice Cream uses a multi-channel approach to reach new audiences and bring an experience to life on social that motivates people to want to experience it IRL.

Presented by Madison Utendahl, Museum of Ice Cream

As we explored in the Sprout Social Q3 2017 Index, social media call-outs have become a fairly common occurrence in our culture. With a microscope aimed at their every move, there really is nowhere for brands to hide on social. Luckily there are some solid strategies and best practices for brands to follow in the event that they find themselves in this unwanted spotlight.

Presented by Andrew Caravella, Sprout Social

Gone are the days of blanket marketing tactics where the people you targeted to buy your products were the ones to come work for you. In this age of transparency, peer feedback plays an even bigger part in where consumers spend money and assign their loyalty. And the same goes for job seekers. With a good employer brand comes a more positive view of your company, significantly more resumes and employees who require fewer salary increases for roles. Join Glassdoor as they share actionable tactics marketers can use to improve employer brand and boost recruiting.

Presented by Alicia Garibaldi, Glassdoor

The most effective marketing campaigns appeal to consumers on an emotional level, but how do you make that connection when your product or offering is not inherently emotional? Take cloud software as an example. SaaS companies often struggle to forge emotional connections between their users and their product. As a result their marketing campaigns are largely product-focused. To stand out from this sea of stagnant software brands, Dropbox set out to demonstrate how their brand was about more than just file storage. Join them as they share the strategy and process behind their rebranded creative campaign and how they were finally able to connect consumers to software through sentiment.

Presented by Susan Chang, Dropbox

Customers don’t buy from companies they don’t trust. But trust takes time to build. The landscape of social selling has evolved from its “1.0” origins to today’s “2.0” strategy that requires cross-departmental and multi-level commitment and consistency. Join our Director of Sales and Business Development, Kelly Marberry, and our Manager of Sales Development, Jenny Poore, as they outline the key components to a successful social selling strategy.

Presented by Kelly Marberry & Jenny Poore, Sprout Social

Agency folks see it all in the world of social – in every vertical and on every channel. Working with a variety of different brands (and their diverse social communities) means they’ve been exposed to the good, the bad, the ugly and the just plain wacky. From proving ROI to getting creative when it comes to driving results, agencies are forced to keep up with the demands of the rapidly changing social space. Listen in as some of our very own agency partners openly share the challenges they’ve faced and how they overcame them to deliver impactful social campaigns.

Presented by Dan Towers of Arcane Digital, Kim Zebor of Thin Pig Media, and Nicole Spears of Mindstream Interactive

In an overly-saturated marketplace, most brands attempt to stand out by trying to be the loudest in the room. But to really cut through the noise and truly be memorable, you can’t just say what everyone else is saying – you’ve got to either say something different, or say it in a more interesting way. Our very own Director of Brand Content, Lizz Kannenberg, will share her process for winning “brand voice design” – the art of establishing and crafting your brand personality through voice and tone – as well as the brands getting it right.

Presented by Lizz Kannenberg, Sprout Social