Proven Paid, Earned & Owned Tactics. Here’s the SMX Social Media Marketing BIG Preview

This SMX Social Media Marketing preview was authored by Chris Sherman, VP of Event programming. It provides insight on how the people who created the conference program are thinking about social media marketing.

Engaging with customers and prospects via social media channels is now an integral, mainstream tactic for most digital marketers. Not surprising when you consider:

  • 27% of all time spent online is on social networking (Experian).
  • 25% of online US women use Pinterest (Pew Research).
  • 17% of teens say Instagram is the most important social network (Piper Jaffray).
  • 70% of B2C companies said they acquired a customer through social media channels (Hubspot).
  • 79% of all social media e-commerce logins are via Facebook (Gigya).

We designed SMX Social Media Marketing to help you understand, navigate and leverage the richly varied, but often confusing channels that make up the social online universe. Sessions focus on best practices, tactics, tips and success stories from some of the most effective social media marketers and brand managers in the world. But we also include cautionary advice from social marketing campaigns that went astray…sometimes catastrophically so.

SMX Social Media Marketing returns to the fabulous Aria Resort & Casino Las Vegas, on November 20-21. Set in a modern, state-of-the-art conference facility with the exceptional content and speakers you always expect at SMX events, you’ll also have plenty of networking opportunities, be treated to first-class food and snacks, and have the opportunity to spend time with exhibitors who will be standing ready to offer solutions to your social media marketing needs.

About that exceptional content: here’s a preview of what you can expect to gain from the conference.

Engaging With An Authentic Voice According to a study by Lithium and Marketing Profs, the top three priorities for marketers using social media are:

  • Promoting brand awareness
  • Driving visitors to brand websites
  • Creating community around the brand

And the best way to accomplish those goals? By creating compelling content that users want to read, assimilate and share with others – in other words, becoming brand ambassadors working to promote your brand to others. So, what makes “good” content? How do you create it? How do you infuse it with authenticity so that users believe, trust, and want more of it? And then go a step further with the online equivalent of word-of-mouth marketing and share it with others?

In the Content Track, our panelists plan to take a deep dive into these and other questions that will help you step up the quality of the content you create and improve the odds of it being shared. Sessions include: Blogging & Content: Social Success Starts Here Winning Fans & Boosting Facebook Engagement Advanced Earned/Owned Twitter Tactics To Engage Your Target Audience Google+, Authorship & SEO Issues For Social Media

Social Media Advertising Many marketers mistakenly think social media is simply a matter of liking, tweeting, plus-oneing and so on. But just about every social media platform offers finely targeted advertising options to reach your optimal audience. As with all online advertising options, you need to understand the nuances of how they work, and how best to craft your ads, calls to action and conversion tactics.

And the choices are proliferating. You can advertise on the high-profile, high-traffic channels. But you can also target users on lesser known sites that nonetheless offer a compelling alternative to the big players.

In our Paid Media Track, you’ll hear about: The Social Ads Landscape: Tumblr, LinkedIn, StumbleUpon, BuzzFeed & Reddit Maximizing Your Impact With Twitter Ads Facebook Ads: Best Practices On The Maturing Platform Facebook Sponsored Posts: Success Tips For Paying To Promote Your Content

Managing & Measuring Your Social Media Campaigns Like any marketing activity, making sure your campaigns are running efficiently and effectively should be a top priority. For example, you’ll want to actively manage not only your campaigns, but your community, doing things like setting realistic expectations, incentivizing engagement and rewarding participation, dealing with community crises and conflicts, publishing a consistent stream of topical content and so on. You’ll also want to measure the effectiveness of your activity, and take steps to fine-tune and improve its impact over time.

In the Managing & Measuring Track, our panel of seasoned experts will discuss: Managing Your Social Community Managing Your Social Editorial Calendar Measuring Up With Social Analytics

And as a bonus, at the end of the day, you’ll learn how to equip yourself with the right tools to help automate your social sharing. In the Social Tools Super Session session, our experts will discuss their favorite social tools and demonstrate how they free them to focus on the higher-value aspects of running their social campaigns.

Getting the Most from Social Media Social media is mostly – and naturally – used by marketers for branding and engaging with customers, most often through written messages posted to Twitter, Facebook and so on. But lately, social media has become much more visual, with explosions in the popularity of photo sharing sites like Instagram and Snapchat and video sharing sites like YouTube and Vine. In the Specialty Track you’ll learn the best practices for creating and sharing visual content and how to improve its odds of going viral. Sessions in this track include: You Oughta Be In Pictures: Close Up With Pinterest, Instagram & Flickr Short & Social Video: Vine, Instagram & Beyond Long-Form Video: YouTube

Brands are increasingly turning to social media as a sales channel. In the Social For the Sale & ROI session, you’ll find out how to successfully harness social media for e-commerce. From social tactics that drive sales, to social apps built solely to push product, to advanced social integration for sharing and disbursement, this session will help you to turn your social media efforts into cold, hard cash.

Keynote: Personalizing the Relationship Between Fans & Brands

Few brands have fans that are as passionate and rabid as professional sports teams, and few teams have as many fans around the world as the Boston Celtics. The NBA’s most successful and historic franchise counts about 7 million Facebook fans, 1.2 million Twitter followers, 365,000 Google+ followers and keeps active accounts on YouTube, Pinterest and Instagram.

Peter Stringer, the Celtics’ Senior Director of Interactive Media, will speak with Marketing Land Editor-In-Chief Matt McGee about the challenges in serving the insatiable appetite that Celtics fans have for news about their favorite team — from content development to conversions, measuring success and more. No matter who or how big your company is, there’s sure to be something to learn from how the Boston Celtics are winning in social media.

See You In Las Vegas! SMX Social Media Marketing is taking place at the ARIA Resort & Casino. Even with all of the other temptations Las Vegas offers, it’s an awe-inspiring AAA Five-Diamond Award-winning destination. Within ARIA’s guestrooms, panoramic floor-to-ceiling windows offer magnificent views of the striking Las Vegas skyline. Guestroom corridors streaming with natural light open to areas of enclosed glass, delivering spectacular city or mountain views.

Want to know more? The agenda for SMX Social Media Marketing is live, and you can take advantage of early bird rates by registering for SMX Social Media Marketing before November 1. We’re very excited about SMX Social Media Marketing, and what’s not to like about spending a few days learning cutting-edge social media content in sunny Las Vegas. Hope to see you there!