Social media remains global marketers’ most invested channel, as many say it’s an effective paid channel. Marketers are always pressured to allocate their ad spend and optimize to drive ROI.

• What are the budget changes in social media spending for marketers?
• Is social media effective amongst paid digital channels?
• How can marketers leverage holistic measurement data and insights for future forward marketing strategies?

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In this session with tails.com, discover how you can use the influencer marketing channel to drive brand awareness and new customer acquisition with the right strategy and execution.

• The importance of influencer marketing for D2C brands like tails.com and their sister-brand Republic of Cats.
• How to work productively with YouTube creators to drive acquisition and growth.
• Campaign results and key learnings.

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A multi-platform marketing strategy grants a brand the ability to connect with more customers, as well as allow them to remain at the forefront of consumers’ minds. Additionally, by showcasing cohesive content and ads on a variety of social platforms, brands can distinguish themselves from their competitors and stand out in an increasingly saturated landscape.

• Why approaching performance marketing more holistically is crucial for your company’s strategy.
• How to start building your advertising funnel and the channels marketers should consider throughout.
• How can Performance Max, a new Google Ads campaign type, fit into the marketing mix?
• How to foster collaboration within teams to maximise the potential of your omni-platform paid activity.

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Although the precise form that the metaverse will take remains ambiguous, advancements in VR, AR and wearable technology herald its imminent arrival in the near future. Even if the metaverse will not form a part of companies’ paid social strategy in 2022, marketers need to begin laying the foundations now to ensure that they do not fall behind their competitors when it comes to this novel, immersive online landscape.

• What can brands begin doing now to proactively prepare for the onset of the metaverse?

• How will the metaverse impact the future of paid social advertising, and how can performance marketers establish KPIs that will determine the effectiveness of future paid social campaigns in the metaverse?

• What role will influencers and content creators play in the metaverse, and how can brands go about strategizing how to collaborate with them in this new virtual world?

• How can brands go about incorporating NFTS, augmented reality and virtual reality into their paid social media marketing mix in anticipation of the metaverse?

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In 2021, TikTok surpassed 1 billion global monthly active users. The meteoric rise of this entertainment platform means that marketers across the funnel must be actively thinking about TikTok on plan. But how can brands set themselves apart from the crowd and tailor their paid social campaigns so that they appeal to the idiosyncrasies of the platform to generate revenue, brand awareness and create new communities of consumers? Discover strategies for success from TikTok, and hear from marketers already seeing success on the platform.

Lightning Talk 1: Introduction to TikTok and Campaign Management 101

• What is TikTok and how should you approach it?

• How to create B2C and B2B campaigns that commercialise and respond agilely to rapidly evolving TikTok trends and challenges.

• Creating paid social campaigns that feel native to the platform.
  

Lightning Talk 2: Measuring Success on TikTok

• What are the optimal metrics to focus on to determine the effectiveness of paid social campaigns on TikTok?

• How should brands determine KPIs to quantify success on TikTok?

Lighting Talk 3: Maximising Engagement

• What makes TikTok Creators unique and how can you leverage them to bolster brand awareness, sentiment and action?

• How can you determine which Creator is the right fit for your brand and its goals?

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As social media platforms continue to grow and innovate brands are presented with enormous scale and highly engaged audiences. However, due to the user-generated nature of the content on these platforms there is sometimes a perception of ‘risk’, and brands often question if they have the tools available to safeguard their identity and values.

• Is this perception valid? Can advertisers evolve with the fastest growing platforms and unlock this scale whilst maintaining their brand values?
• What are the key pitfalls of brand safety, and why does suitability offer more scale?
• What tools are available to help brands maintain the scale created by social platforms, whilst managing their content adjacency? 
• How to create a strategy around contextual advertising that is both suitable to your brand and tailored to each platform When is it profitable for brands to ‘cross the line’ by posting disruptive content?

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The fallout from influencers failing to disclose paid for advertisements can be devastating to brand perception. Additionally, the impact of aligning your brand with an influencer who becomes associated with divisive opinions or hate speech can disastrously impact a brand’s PR, with concomitant negative implications for sales and customer loyalty. This raises the question: is influencer marketing a calculated investment, or not worth the risk?

• How can brands determine which influencer is the right fit for their brand and its values?

• What are the responsibilities of creators, brands, and agencies respectively with regards to ensuring influencers’ compliance with ASA regulations relating to paid for content? What is considered best practice?

• What ethics and codes of conduct should influencers be held to in brand ambassadorships?

• To what extent should influencers’ freedom of expression be curtailed by brand safety measures?

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Gen Z are often understood as cynical consumers who, as digital natives, are more attuned to social media advertising and thus less likely to respond to paid social campaigns as a result of its perceived inauthenticity. As particularly privacy-oriented and omni-platform consumers, Gen Z presents a challenge to social media marketers looking to target this particular demographic.

• What are the upcoming social and media marketing trends with which to engage Gen Z specifically, and how does this differ to marketing to millennials?
• Which social media platforms are Gen Z most likely to engage with and why?
• How significant are influencers and content creators as pre-purchase touchpoints for Gen Z consumers?
  
• Do such individuals drive conversions to the extent that they do with millennials?
• How can brands use social advertising to create enticing brand storytelling that is attractive to Gen Z?

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User-Generated Content (UGC) is rising in popularity following customer calls for brands’ social media advertising to reflect more realistic models and life experiences rather than purely aspirational content. Discover how a leading brand responded to this trend by successfully using their customers to drive brand awareness and revenue by incorporating them within their paid social strategy.

• How transforming your customers’ organic UGC into paid social media can cultivate authenticity, raise brand awareness and drive sales.

• How can brands create a truly diverse and intersectional paid social advertising campaign to target specific sub-audiences?

• What KPIs can brands use to determine whether using UGC as a form of paid social would be of value to their company?

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Increasingly, consumers are adopting a values-led approach to shopping by engaging with and purchasing from brands whose purpose aligns with their personal beliefs. This is no less true when it comes to the influencers in whom consumers place their trust, with a growing number of social media users actively seeking out and engaging with influencers who produce eco-conscious content. How can brands leverage such influencers as part of their paid social strategy in 2022?

• What are the psychological motivations underpinning consumers’ engagement with sustainable  influencer content?
• How championing sustainably focused content in your influencer marketing collaborations can maximise brand engagement and positive consumer sentiment.
• Which types of eco-conscious influencer content should your brand invest in as part of your paid social strategy?

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Paid social is often associated with short-term sales and operates in a silo, separated from long-term brand building initiatives like purpose-driven marketing campaigns and values-based advertising which are generally associated with organic social.

• Does brand purpose have any place in paid social? Or, should purpose-driven and values-based content only be reflected in organic social?

• Can purpose-driven paid social campaigns related to corporate responsibility and sustainability  ever appear genuine and generate positive brand sentiment? Or, are they doomed to be perceived as trite and tired messaging that turns off cynical consumers?

• Which social media platforms are the best to leverage when developing purpose-driven paid social campaigns?

• How can brands create purpose-driven paid social campaigns that stand out from the crowd yet retain a sense of authenticity?

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Consumer calls for privacy have increased following Apple’s introduction of iOS 14.5 and Google Chrome’s deprecation of third-party cookies. As more users opt-out of tracking and call for transparency regarding the use of their data by companies, how should paid social marketers respond?

• What is the best way to measure social success in a cookie-less future?

• How will data capture impact paid social?

• How can performance marketers and social media marketers effectively target sub-audiences following the deprecation of third-party cookies?

• What are the best practices to adopt to source and effectively utilise customer’s first-party data to target and retarget audiences?

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There is an increasing shift towards in-housing paid social advertising and paid media capabilities. However, convincing leadership and marketing teams that a brand will not lose traction by doing paid social themselves is often a challenge due to the limitations posed by employee capability gaps and limited social media marketing budgets.

• What are the benefits of in-housing, rather than outsourcing to agencies?

• How can brands set realistic goals and KPIs to measure the success of their in-housing initiatives, particularly in the early stages?

• What can brands do to source talent and upskill current employees?

• What consultancy roles can agencies play with respect to in-housing initiatives?

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