Kelvin Lee presented on how to create a ROI-focused social content framework for lead generation. He emphasized the importance of senior level engagement, distributing content across multiple paid and organic channels, developing an employee advocacy content plan, collaborating across departments, optimizing content based on analytics, and measuring success based on key metrics. Some of his tips included obtaining buy-in from senior leaders, focusing on the top 10% highest performing content, using visuals as headlines, playing across online and offline channels, and moving quickly to test and scale strategies.