3 Smart Social Summit Speakers, 3 Sneak-Peeks

Editor’s note: In October of this year, the greatest minds in social will gather at Spredfast’s Smart Social Summit 2017. Register here today and follow #SmartSocialSummit on Twitter for more updates.

What do Google, Cabela’s and Twitter have in common? Besides being three big names in three big industries, these orgs will also share the same stage, speaking to the booming present and promising future of social media, at Smart Social Summit—in just two weeks.

Ada-Renee Johnson, Channels Specialist Lead at Google; Jon Bausman, Social Media Manager at Cabela’s; and Fred Graver, Head of TV Creative at Twitter are here to share sneak-peeks of the greatness that’s to grace Austin, TX in just a fortnight.

What excites these speakers most about Summit?

The unanimous answer is: meeting brilliant people and consuming captivating content.

Google: ​”From my understanding, last year's Spredfast was like no other...great speakers delivering amazing content. I’m looking forward to ​partnering with and ​hearing from thought-leaders with one goal in mind...social​ responsibility through​ innovation.​ ​I can't wait to learn about ​how ​other social media leaders ​are using social to ​diversify their workforce, products and users.”

Cabela’s: “The opportunity to meet and connect with some of the best digital and social media marketing minds in the industry.”

Twitter: “The gathering of people in the social media / digital / marketing / content creation world who are at the top of their game and eager to explore new ideas.”

Meet Ada. Ada-Renee Johnson, Channels Specialist Lead at Google

Her session: Working While Human: Building Winning, Inclusive Teams

On why she’s inspired: My everyday work inspires me. I manage a team that is ​​responsible for bringing​ the best talent to Google—talent that reflects the diversity of our users.

On what can attendees expect to hear: This session will address the reality of succeeding at work for all people today, as well as explore how internally created groups can strengthen that world even further—and how businesses can empower those sub-communities to ensure their success.

People in general, no matter what their professional background, want to be at a place where they can see themselves fitting in and making a difference. Products will only get better and more useful if we invite all segments of society, and people from all over the world, to influence and create technology.

If we tap the full range of human experience, capability and contribution, we move faster, we increase innovation and creativity, we advance knowledge and can tackle more and more of the world’s problems.

​In my session, we will discuss how increasing diversity not only makes good business sense, ​but ​is the right thing to do​.​ After all, diversity of perspectives, ideas, and backgrounds leads to the creation of better products and services. More broadly, research has shown that diverse teams come up with better and more creative answers to difficult problems.

On what’s next in social media: Oooh, this is a good one. The shopper in me thinks that e-commerce is the next big trend. I see us being able to make a purchase straight from social and no longer having to leave social to visit a site and return back to social. If not e-commerce, then livestreaming will continue to be on the rise.

Meet Jon. Jon Bausman, Social Media Manager at Cabela’s

His session: Taking the Value of Social Beyond the Marketing Organization

On why he’s inspired: Within any aspect of business, the necessity to effectively communicate value to the organization has always been critically imperative. The fast-changing business environment, growth within the digital marketing vertical, and multi-generational differences, just to name a few, have added to the complexities in being able to effectively communicate that value to an intended audience.

On what can attendees expect to hear: If someone gives up their time to come hear me speak, I strive to accomplish a few things. First, I want people to stay engaged throughout the time, so you can anticipate lots of energy and the use of stories to effectively communicate and engage other senses in order to increase likelihood of retention. Second, I want to offer actionable information that has proven to be successful and I’ll provide a simple outline on how to do it so you can leave with action steps. Finally, we’re going to walk through an example together so you’ll see it in action as we collectively put what we’ve learned into action together…if that’s not enough, you’ll at least hear how Shakespeare and pop culture are intertwined—and an incredibly embarrassing middle school dance story.

On what’s next in social media: I believe in 2017 you will see a further separation between those who can leverage the tools and platform advancements to their greatest extent and those who still think that boosting posts on Facebook is how to best leverage the platform. The data and targeting available at this point is powerful, relatively untapped and grossly underutilized by most marketers in this space. The ability to know what’s important to measure, how to analyze the data from that measurement, and how to allow that information to direct and guide your campaigns—not to mention how to communicate that value to the C-Suite—is where the best marketers will win.

Meet Fred. Fred Graver, Head of TV Creative at Twitter

His session: Right Content, Right Audience: Finding a Perfect Match

On why he’s inspired: At Twitter, my job is often to take an existing show and find the audience, target them, listen to them, and find a way to connect them to content in a way that will resonate with them. Hopefully, they’ll discover the show, watch it and share it with friends.

It seems obvious to me that this is something writers and producers should be doing much earlier — in fact, when they’re beginning to develop and create shows. Why don’t we have a right brain/left brain conversation with the audience we “imagine” will like our shows? Why shouldn’t we research the characters we have in our head by listening to thousands of them in real time? Things like that.

On what can attendees expect to hear: About six months ago, I started talking to production companies and writers about this new approach to developing and creating shows. I talked with a lot of studios, showrunners, writers and production companies. Their response was pretty much universal:

"You’re right, we get it, but what’s the show? Give us a show that does this."

So I sat down and, as they say in the tech world, “Ate my own dogfood.”

I’ll describe the show I created, how data fed the process of creating it, and the response I’ve been getting.

On social’s next big trend: We’ll be building a bond between our social networks and our devices and things. We’ll connect the world to ourselves and all of our things to each other. The problem will be handling the signal:noise ratio, but the possibilities and opportunities will be enormous.

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Caitlin Cavanaugh is the Brand Marketing Manager for Spredfast, where she spends her time building the world’s most #SmartSocial brand through the power of customer voice. When she’s not chasing a revolutionary success story, you can find her embarking on her next hunting or fishing expedition or baking up a fresh batch of chocolate chip cookies.