KEYNOTE
“Expertise, Authority and Trust in Digital Storytelling: What’s Working in 2019”
Scott Severson, President, Brandpoint. @scottseverson @brandpointco
Digital Storytelling is quickly becoming the normative state for many PR and Marketing teams building audience focused campaigns. But how do you go about telling digital stories that resonate AND help you achieve your business goals as well? The morning keynote discussion will bring focus to some of the foundational content markers that Search Engines use to determine quality, along with actionable best practices and examples of ways that you can bring digital storytelling to life within your own organizations.
--Scott Severson has been helping brands tell their stories through digital content for over 20 years and is passionate about helping companies leverage great storytelling and technology to grow their business. Scott is currently the president of Brandpoint, a full-service content marketing agency located in Hopkins, Minnesota. With more than 20 years of expertise in content strategy, creation and distribution, Brandpoint can become an extension of your team to work on custom projects that enable long-term content marketing success.
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SOCIAL CONTENT PRESENTATION
“Brand Love in a Sea of Indifference”
Bridget Jewell, Creative Director, Periscope @Periscope @BMJEWELL
Did you know that the average person in the United States scrolls through 300 ft of social feeds a day? That's as tall as the Statue of Liberty. It's become the mindless activity that fills gaps where boredom used to live. In that sea of content, how do you, as a brand, provide value, become useful and most importantly, be loved by the people you're trying to connect with?
We'll walk through helpful tips and tricks to keep in mind when creating content, building out campaign strategies and working with influencers that will lead your brand to love in a sea filled with brands leaving people indifferent.
--Bridget Jewell is a digital native whose career is closely mapped to innovations in digital channels and finding new ways for brands to engage their audiences, both online and IRL. She got her start when social for business became a boom, and in the 10 years since has helped organizations leverage social channels to better tell their stories, connect with customers and drive sales — all while navigating the ever-changing digital landscape.
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MEDIA INFLUENCERS PANEL
Moderator: Jason Schumann, Principal, Ampere Communications @amperecom
Jason’s career represents 23 years of PR and marketing communications experience for category-leading brands including General Mills, Land O’Lakes, Cargill, U of M (CFANS), Marshall Field’s/Macy’s, Life Time and Pfizer. He’s held positions at top agencies as well as corporate and nonprofit settings, including Colle + McVoy, Tunheim, Clarity Coverdale Fury, Little, and statewide marketing communications programs for the Minnesota Historical Society. As principal of Ampere, Jason brings strategic leadership and program execution to a diverse set of clients.
Panelists:
Maggie LaMaack, Fast Horse @MaggieLaMaack @Fast_Horse
As an account director at Fast Horse, Maggie leads influencer, experiential and media relations campaigns across a number of General Mills’ brands, while also overseeing influencer programs and processes across the agency. Recognized as one of AdFed’s 32 under 32, and also named 2015 Young Professional of the Year by Minnesota PRSA, Maggie has a broad understanding of the communications world, and loves to find new ways to reach and influence audiences.
Erin MacMillan, Influencer Marketing, General Mills @GeneralMills
Erin leads strategy and execution for General Mills cereal influencer network, nurturing relationships with hundreds of news, pop culture, lifestyle, DIY, parenting, wellness and food content creators. She also consults on creating meaningful, trusted connections with thought leaders through www.erinmacmillanconsulting.com.
Justine Perez, Social Media Specialist, U.S. Bank @usbank
Justine develops content for the U.S. Bank’s social channels and supports marketing campaigns as a social media specialist. Whether she’s snapping photos for the bank’s Instagram, wrangling the perfect bit of copy, or sending a surprise gift to a Twitter follower, Justine infuses her work with a sparkle of creativity balanced with an authentic understanding of the brand.
Morgan Wagner, Marketing Manager, Cameron’s Coffee @cameronscoffee
As marketing manager at Cameron’s Coffee, the nation’s fastest growing coffee brand, Morgan has worked with a continuous improvement mindset on the company’s social media to generate remarkably high engagement rates through audience and design insights that are five times higher than the CPG benchmark. Previously, she spent time working on several big name brands — including Fruit by the Foot, Annie’s and Nature Valley — across the General Mills portfolio.
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DIGITAL TRENDS PRESENTATION:
“8 Social Media Trends to Watch for the Rest of 2019”
Arik Hanson, ACH Communications @arikhanson
Social media trends is typically a hot topic with communicators and PRs – but most articles and posts seem to focus on the same “trends” like video, AI and chatbots. In this presentation, long-time blogger, podcaster and independent social media marketing consultant, Arik Hanson will go in-depth on 8 more pragmatic social media trends that he believes will make a meaningful impact on all our work during the rest of 2019 – complete with stats, case studies and tips on what to do next.
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LUNCH AND PANEL DISCUSSION ON MICROSTORYTELLING
(Includes Instagram case studies and best practices)
Moderator: Carrie Wyman, Director of Marketing, Brandpoint @brandpointco
Carrie is passionate about the ways in which social media platforms can transform business relationships and help brands build communities online. She is currently the director of marketing at Brandpoint, a full-service content marketing agency located in Hopkins, Minnesota. Prior to her role at the agency, Carrie was the social media business manager for a technology manufacturer, supporting social content strategy across the PR, internal communications, marketing and digital business functions.
Panelists:
Felicia Johnson, Social Media Manager, Minnesota Vikings @franklyfelicia
Felicia is in her third season as the social media manager for the Minnesota Vikings where she helps oversee paid social media, works on content partnerships and assists with channel and creative strategy. On game day, her primary role is to create compelling content for a number of Minnesota Vikings digital properties including Instagram, Snapchat, Twitter, Facebook and Vikings.com.
Susan Garcia Hagen, Assistant Director of Account Services; University Relations Office, University of Minnesota @SuzeMSP
In her role at the University of Minnesota’s Relations Office, Susan develops marketing and content strategy to support the school's strong reputation. She is also responsible for the development and execution of the social media strategy of the University’s official public-facing social media accounts. Susan has worked in the field of strategic communications for nearly a decade.
Laura Docherty, Assistant General Manager, Fly Feet Running @FlyFeetRunning
Laura Docherty joined Fly Feet Running as a coach prior to the grand opening and has been a part of the evolution of the
brand, team, and community ever since. As a former collegiate runner and budding creative she has meshed her knowledge of the industry and passion for authentic connection through the Fly Feet Social Media platforms. Through the management of the company’s marketing strategy, she carefully curates the flow, production, and value of all content that is shared with the goal of building connection with people near and far. Being a part of elevating Fly Feet’s voice is one of her favorite parts of the job!