Join Adweek for welcoming remarks for Social Media Week London 2021 Day 2.

With over 17 million followers across its social media platforms, Gymshark can count itself as a true innovator in winning audiences in the social media world.

In this session, join Adweek’s Europe Bureau Chief Stephen Lepitak and Gymshark’s Head of Social, Elfried Samba, as they explore how the brand built a dedicated following, how it keeps the level of engagement high and how to handle unexpected scenarios across social media.

Attend this session and learn:

• How to successfully navigate the line between valuable engagement and promotion without substance
• How to leverage platforms as tools to stay aware of audience conversations and act as an early warning system red flag
• Best tips and practices for building audiences through emerging social media platforms such as TikTok

Successful businesses have been those at the forefront of innovation, using consumer expectations as their north star. The move to data signal security is the next evolution. When it comes to digital advertising, personalisation and privacy are frequently presented as two concepts at odds with one another. That, however, is not the case. There is triumph in people being able to see content that is relevant and personalised for them, without compromising privacy.

Join Meta for a fireside chat that will dig deep into the opportunities for brands and marketers to redefine digital advertising in a privacy-conscious world, and how to navigate the complexity and deliver upon consumer expectations, all while earning their trust.

Just as Web 2.0 completely disrupted the early version of the Internet, Web 3.0 is on the cusp of doing the same to its predecessor. We’re at a pivotal point in time where brands and consumers are only just beginning to figure out how they’ll interact with one another in this new shared space: if Web 2.0 taught brands to consider the community, then Web 3.0 will teach them to create opportunity and ownership for their communities that in a way that benefits both brands and consumers.

In this session, hear from Lindsey McInerney, Former Global Head of Technology and Innovation, Anheuser-Busch InBev and Cathy Hackl, metaverse guru and host of Adweek's Metaverse Marketing Podcast for a future-forward conversation on how brands can reimagine communities and embrace emerging tech with successful digital ownership and interconnected experiences.

If 2021 taught us something, it's that we have clearly entered the age of the 'now' consumer! We know it's not always easy keeping up with the latest trends or understanding what consumers want and when. Join us to discuss what are the next big things for social media and how you can smooth your transition into 2022!

Attend this session and learn:

• Detailed analysis of why social media trends matter
• Insights into how the trends will affect the Age of the Consumer
• Takeaways you can immediately incorporate to start driving better results for 2022

Bumble’s global MyLoveIsBlackLove campaign captured Black joy in the UK and opened up the conversation about love within the Black community and the power of seeing a real representation of Black British identity, across gender, skin tone, heritage, sexuality and location.

In this session, join Naomi Walkland, Vice President, EMEA Marketing, Bumble as she shares how her team's campaign was a first step in the long journey ahead.

The power of the Contiki community is no accident. Contiki work with collaborators, and brands such as Movember, Ok Cupid and River Island, to deliver two way creative communications and provide real-time feedback. Mutual value between brand and community is essential, as such community threads throughout everything Contiki stands for, clearly demonstrated in their new brand position 'Travel. Together.'

Discover how leading travel brand Contiki has focused their efforts around building a Gen Z community that continued to grow throughout the pandemic and now forms a central stay to marketing and business activities.

Purpose as a business concept has been building momentum in recent years and seems to have reached a tipping point. A survey by the British American Business of CEOs on the subject showed that purpose is now firmly established as the #1 factor in driving business growth with one in four CEOs (27%) saying they already have a company purpose, and another 59% saying they don’t have one but want to make one.

In this session, join Adweek and Vodafone’s Ebru Ozguc as she explores how the brand uses Purpose as a guiding beacon when it comes to navigating times of uncertainty, on finding and keeping the right talent, how to measure the effectiveness of having a purpose, and how to bridge the gap between defining a purpose and activating it.

Main Stage Closing Remarks for Day 2 of #SMWLDN.

*Open to Premium Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup

*Open to Premium Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup

* Open to Premium Pass holders

One third of British people now drink plant-based milk, up from 25% in 2019! The market is booming and full of opportunities to seize for those who dare to. But how can you discover new areas for growth? How can you pinpoint emerging trends or identify the changing ways in which your consumers engage with your product? With its new AI-powered Market Intelligence App, Talkwalker takes you on a deep dive into the Beverage industry and shows you how you can get instant insights about your industry.

* Open to Premium Pass holders

In an increasingly digital world, consumers connect with brands and organizations on the platforms they’re already familiar and most comfortable using: social media, messaging and SMS. Your brand needs to be there for your customers when it matters most. This is why delivering world-class customer care needs to be a core part of your marketing strategy so you can deliver positive experiences that build long-lasting connections.

In this session, join Hootsuite and explore the tips and tricks for navigating the social media value chain and the new, evolving social consumer.

Attend this session and learn:

• How to identify what consumers want and the social and message channels to authentically meet their demands
• How to tap into the positive impact of conversational experiences across the consumer journey
• How to ingrain customer care into your core digital marketing strategy

* Open to Premium Pass holders

When the Met Gala couldn’t take place on the first Monday of May in 2020 due to Covid, the Vogue team challenged its Instagram audience to come up with a look worthy of a Met Gala. The audience responded, making a huge splash within the community. More than 5,000 people shared pictures of the looks they created. Since then, Vogue ran number of challenges – including a #MakeItVogue as its debut on TikTok that garnered over 3.4 billion views.

In this session, join Conde Nast’s Sarah Marshall and Atalie Gimmel, as they unpack the tips and insights stemming from this effort including how the team successfully tapped into nostalgia and conversations happening around the Met Gala, to generate engagement on Instagram, and to spotlight incredible creativity.

Attend this session and learn:

• How to plan and execute effective, buzzworthy “challenges” on Instagram and TikTok
• How to partner with talent to ensure authentic engagement
• How to create the excitement of a contest and keep the conversation going around the submissions on your own social and other platforms

* Open to Premium Pass holders

In this session Alex Wade, Head of Digital for Heinz, and Dan Fryer, Creative Director at VaynerMedia, unpack how a platform-first approach took Heinz from a throwaway comment on a podcast to product prototype in just 4 weeks, and how a strategic approach to organic social garned 6 million organic impressions across Twitter and TikTok, and can power your brand on social media alongside paid TTL media.

Attend this session and learn:

• How to apply the same strategic rigour to organic channels as you do to paid
• How to NOT make ads on TikTok
• How community management is just as important as kick-a**, contextually relevant creative ideas

Join Adweek for welcoming remarks for Social Media Week London 2021 Day 3.
 

2020 gave us more content interaction across social media than ever before. By looking at consumer viewing trends and habits, we are able to discover what this unique time in all of our lives really meant for audiences and what this means for the future. The Walt Disney Company thrives on connecting people through shared experiences, be that through National Geographic and travel, seeing our blockbuster movies in the cinema, or via sports with ESPN. So, what did it mean when planes were grounded, cinemas were closed, and sports put on hold? What we have seen is that social media was more important than ever before, as a way for people to stay connected to and experience the world and all they love, while confined to their home. This session explores the trends and habits that we saw from our audiences across the number one media company on social media.

As a continuation of 'the year that changed the world' keynote, hear from ESPN social commentator Omar Raja and NG photographer Gabriele Galimberti about how overnight they had to pivot their whole approach to how they could use social media to not only retain connection with their audiences, but deepen them.

Healthcare and retails brands had a responsibility to show up in a more meaningful and personal way during the pandemic. Boots launched its Prescribed Kindness campaign to show how the brand was helping people, communities and society.

In this session, hear from Boots UK CMO, Pete Markey, on how they added to the conversation in a relevant way by analyzing searches which resulted in an unprecedented uplift in brand and performance metrics and changed how they invest in media.

In order to “re-invent”, you first need to understand how the world is changing. You need to understand how consumers have changed in the past two decades, and whether your current social media approach really helps you grasp new consumer concerns, expectations, and ways of interacting.

In this session, Jeremy Prasetyo, Vice President of Sales and Marketing at Linkfluence, will show you how leading brands are succeeding at understanding and re-inventing the way they engage with consumers online. He will provide you with a comprehensive framework to evaluate if your organization is really leveraging social media to become consumer centric, so that you will be ready to re-invent.

TikTok is a global entertainment platform that connects communities over shared passions and interests. Three-quarters of users come to TikTok to be entertained - and when they do, 77% feel more positive after watching the joyful content they find in their 'For You' feeds.

The blend of community and entertainment on TikTok places product discovery at the center of the digital experience. Organic, community-driven trends like the #TikTokMadeMeBuyIt hashtag; which has generated over 4.8B views to date, are showcasing the products communities have discovered on TikTok and allowing brands to benefit from real-time engagement.

In this session, hear from James Rothwell, Head of Marketing, Europe, and Trevor Johnson, Head of Marketing, Global Business Solutions EU as they discuss how TikTok is reimagining entertainment and connecting their community with brands and what that means for today's marketing strategies.

Attend this session and learn:

• How the diverse and vibrant TikTok community drives engagement with authentic and joyous entertainment content, and what that means for brands
• How brands are using the performance power of TikTok to drive real business results
• How to effectively leverage trends to deliver shareable branded content in real-time

In an increasingly digital – and social – first world, celebrities and influencers alike are becoming one-in-the-same, merging traditional and digital content to become media entities themselves. ITB’s Global Growth and Development Director Crystal Malachias, WME Partner Carolyn Moneta, and Coty’s Influencer Marketing & Comms Lead Grace Fung, discuss the shifting landscape of digital content creation, and how brands can harness influence to build cultural relevance amongst their consumers.

2020 changed everything, not least the unprecedented frequency of the word "unprecedented." It was a year that rebooted how we do things on social and beyond. But now as we look to the future, it's clear there's much to be learnt from the past, which in social terms is about 3 or 4 years ago.

In this session David Levin and David Schneider, founders of top social agency That Lot, discuss how social has, to borrow from a well-known disco banger, gone back to its roots -- from supercharged Community Management and the rise of social dialogue, to brand activism, TikTok-isation, and the return of organic. Warning: may contain tips and insights.

Attend this session and learn:

• How social has changed and what that means for brands and businesses
• Techniques for successful creative in the new social landscape
• Where social creative is heading next

Main Stage Closing Remarks for Day 3 of #SMWLDN.

*Open to Premium Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup

*Open to Premium Pass holders

Join like-minded peers for intimate open discussions focused on top of mind industry challenges and trends.

Pre-registrants will receive email instructions on how to access Meetup 30 minutes prior to the start of the Meetup