We Share Because We Care: STL 2017 Social Summit

by Jennifer Couch

Share This Article

Social Media Club of St. Louis hosted the 2017 Social Summit last week at Moulin in the Historic Lafayette Square neighborhood of St. Louis. This year’s Summit featured two keynote sessions as well as 15 breakout sessions. That means a lot of social media strategy, and decisions, decisions – how to choose which sessions to attend?! I’ll give you a few of the highlights from some of the sessions I attended.

Opening Keynote: Katy Jamboretz, St. Louis Economic Development Partnership

The opening keynote session was led by Katy Jamboretz, the Vice President of marketing and communication at St. Louis Economic Development Partnership. She offered some interesting insight into the bid to bring Amazon to St. Louis and the #STLHustle brand platform that was produced.

Key Takeaways:

An authentic message and really knowing who you are is an important selling point. People want to talk about great things. Harness these stories and use them on social media. Find a way to turn your weaknesses into strengths.

Breakout Session: How AT&T Pursued Happyness in Social

Up next was a session by Wendy Buske and Sam Schmiz of Rodgers Townsend, DDB, discussing How AT&T Pursued Happyness in Social. The challenge is that not all businesses have a lot of positive interaction on social media.

They set out with the mission of proving that you can be emotional in B2B social media. AT&T Small Business ran a contest for a small businesses and offered a $50,000 prize that would ultimately change the life of the business. Throughout the #AgilityIs campaign they told stories in a lot of different ways to appeal to a lot of different people. They incorporated things that would draw people in and they used emotion.

The campaign ended up bringing in millions of impressions, engagement more than doubled, and they had hundreds of thousands of new website visits. The best result was that they experienced 10% higher positive sentiment than they had ever seen before.

Key Takeaway:

B2B social media use can be human, humble, and even humorous.

Breakout Session: Crisis at the Speed of Social

Cully Eisenbeis of FleishmanHillard led a breakout session titled, Crisis at the Speed of Social. You know that old saying, “All press is good press”? Well, it’s not true. What we know is that a social crisis can happen quickly and can cost a company a lot of money. Every company should have a plan for how to handle it should a social crisis happen. Unfortunately, only about 20% of companies have a plan in place.

An important component of avoiding a crisis is monitoring your social media as well as Google Alerts. You should know who is talking about you, what the primary topic is, and what the sentiment of the conversation is.

When something perceived as negative happens on social, have planned responses already set. Have messages that have been prepared before the crisis so that you can respond promptly and appropriately using the same tone you always use on the brand’s social media. Anticipate questions that will follow from your community, and update your responses as the conversation evolves.

Key Takeaway:

When you respond to the crisis do so publicly, and then resolve the problem privately off line. Being transparent will make a bigger and more authentic impact than a bland apology.

Breakout Session: How to Create Visually Compelling Content for Social Media

The final session I attended was How to Create Visually Compelling Content for Social Media by Lindsay Scholz of Lindsay Scholz LLC. She started off with a bang with a few stats to consider, tweets with images receive 150% more retweets than tweets without images, infographics get 3x more shares on social media than other content, and 74% of social media marketers use visual assets!

Creating appealing social content is important as it helps to create brand recognition and differentiation as well as audience engagement and conversation. A few companies who do social content really well? Netflix, Taco Bell and Wendy’s. Check them out!

Key Takeaway:

Creating one piece of content and expecting it to do well on all social channels is a big mistake.

Resources to help you optimize social content right now:

Trello - a project management tool that helps to keep all of your social organized
Soapbox - a social video editor app
A Color Story - an app for Instagram photo editing
UNUM - Instagram feed styling

People we follow that you should too:


Want to discuss your organization’s social strategy? Contact us!