The Zenith 2015 Social Media Conference featured a range of speakers discussing strategies for optimizing social media engagement and content marketing. Key topics included the importance of quality content, the rise of visual platforms like Pinterest and Instagram, and techniques for effective audience engagement. Attendees were encouraged to create calendars, delegate tasks, and focus on building community connections to enhance their social media presence.

1. #Zenith2015
Zenith Social Media Conference
Summary

2. Morning Keynote: Lisa Buyer
How to make room in your social media life for opportunity

3. Multitasking
• Makes us less efficient
• Equal to losing sleep
• Lowers IQ level

4. Our social media life is:
• Full
• Never-ending
• Personal + professional
• Our reputation
• Scary
• Stressful

5. • Create calendars + schedule everything
• Delegate + meditate
• Find a mentor + be a mentor
• Detox the inbox
• Say “no” more often
• Get up, get out
Ways to Create Space in
Your Social Media Life:

6. Helpful Email Apps
• Boomerang
• Unroll.Me
• Asana or Basecamp
• IFTTT
• ScheduleOnce
• Streak
• Set rules in Google Apps

7. Session 1: Mark Traphagen
Social SEO? SRSLY?

8. What’s up with Google+?
• G+ shares do drive discovery
• It probably drives indexing
• No evidence that G+ shares drive ranking

9. Correlation Causation

10. 1. Publish QUALITY content
2. Shares/Links/Likes
3. Build a fanbase
4. Nurture the community
5. Build a reputation
6. SEO improves, site gains authority
7. More organic discovery happens
8. Repeat
The Social SEO Cycle

11. 1) Content
6) Authority
5) Reinforcement 4) Fans
3) Audience
2) Visibility7) Discovery

12. Session 1: Emily Grossman
The Mobile-social Web: How to Crush Local Competition

13. In 2014, people spent more
time on mobile than
desktop.

14. • Millennials expect localization and personalization
• Offering free wifi is a good way to get your audience to
“check-in” at your location
• Set up deep links, sending users to a specific page on
your website
• Pinterest is becoming a new Google: add keywords to
your titles
• YouTube is the 2nd most-used app after Facebook

15. Session 2: Megan Rivas + Matt Siltala
Pinterest + Instagram: Trending Visual in the Marketing Mix

16. Visual Content:
• Quickly conveys information
• Users respond better to visuals
• 65% of the population are visual learners
• Visual social platforms continue to grow

17. Lowdown on Pinterest
• 80% of users access via mobile
• 14 million article pins pinned each day
• 83% of users would rather follow a brand vs. celebrity
• 47% of online shoppers bought something
recommended on Pinterest

18. Rich Pins Exist
• App pins
• Place pins
• Article pins
• Product pins
• Recipe pins
• Movie pins

19. Case Studies
• Rustic Artistry
• Started business from pinning
• Waffle Crush Food Truck
• Uses IG to let fans know where they are

20. Tools to Try
• HubSpot
• Pocket
• PowToon
• BuzzSumo
• Newsle
• Pushover + IFTTT
• Swayy
• Talkwalker
• Canva
• PinAlerts

21. Session 3: Ric Dragon
Content Marketing Master Class

22. Your Audience(s)
• The target audience
• The influencer
• The aspirational audience

23. The Customer Journey
• Awareness
• Interest
• Desire/decision
• Action
• Advocacy

24. Make your customers
giggle with delight!

25. Know your brand’s
personality

26. Workshop
• Identify 3 major audience/customer segments
• For each segment:
• What are they proud of?
• What tribe do they belong to?
• What would make them giggle?
• Do you own any data that would serve?
• You can only create ONE piece of content, what would it be?

27. Session 4: Merry Morud
Advanced Facebook Advertising

28. Pay to Play

29. Social Goals
• Website traffic
• Conversions
• Links from quality sources
• Social signals
• Likes, follows and shares

30. Reach Goals
• Introduce users into the funnel
• Cookie users w/ retargeting pixel
• Convert/nurture
• Segment + filter

31. Session 4: Don Ness
Building Connections with Community

32. • Say who you are and your brand ambassadors will
provide the praise for you
• Respect people’s time and attention
• Give content that is fun + interesting, sprinkling in
progress and selling points

33. Afternoon Keynote: Joanna Lord
How to Leverage Community to Build a Great Brand

34. • Create a rally point
• What’s your mission?
• Invest in your “only” statement
• Look at Nordstrom and Lego
• Operationalize at every turn
• Invest in analytics
• Participate fully in the ecosystem
• Words, rituals, icons
• Invest in unscalable amounts of delight
• Thank-you gifts

35. A great brand is easy to
love.

36. Thanks!
Notes gathered by Amber Ooley + Talyn Riedesel

37. Full list of #Zenith2015 speakers:
Lisa Buyer - @lisabuyer
Joanna Lord - @joannalord
Mark Traphagen - @marktraphagen
Emily Grossman - @goutaste
Megan Rivas - @meganlrivas
Matt Siltala - @matt_siltala
Ric Dragon - @ricdragon
Don Ness - @ness_duluth
Merry Morud - @merrymorud
Manny Rivas - @mannyrivas
Kendall Bird - @simplymek
Marty Weintraub - @martyweintraub
Simon Heseltine - @simonheseltine
Kim Le Sueur - @3qdigital
Rachel Malone-Olson - @duluthrachel
Dana Haesemeyer - @ddwordnerd