Social Media Marketing World

Key Takeaways From the Experts of Social Media Marketing World Conferences

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If you’re a social media professional, you might have already heard of the most happening event of the year. The social media marketing conference Social Media Marketing World 2020 organized by Social Media Examiner is without any doubt the biggest & most incredible live event in the social media world. The event covers almost every top social media influencer in the world all under one umbrella. The three-day event, packed with almost 7,000 social media professionals, is happening in San Diego this year. From 1st to 3rd of March 2020, all the social media heroes would be there to give you the best insights on social media marketing.

Are you Excited for #SMMW20?

According to research an average person has around 5 social media accounts (on different media networking platforms). On average a person spends 116 minutes daily on social media. Apart from a few of the users, mostly social media is changing.  From the marketing point of view as well.  There is a significant shift of marketers from traditional marketing techniques to social media marketing.

A startup or an already established company, the digital marketing landscape is in “Constant Flux” for everyone.

To be a digital marketing professional, you first need to be a student. To increase your brand awareness & engage better with your audience, you need to adopt & adapt new social media marketing techniques as quickly as possible. If you’re also looking on expert advice on how to embrace these changes, then Social Media Marketing World is the perfect event for you. No activity is comparable to this one event held by Social Media Examiner.

If you are lucky enough to attend the event, here are a few keynotes that you might have missed. And if you didn’t get the chance to participate in the game live, then don’t worry Social Champ will be giving you the keynotes of the whole event of social media conference San Diego #SMMW20.

Experience the best of this phenomenal event with the world’s top social media expert’s advice & tips.

Grab your favorite reading spot & a cup of coffee, we are taking you through the journey of three days Social Media Marketing World 2020 conference happening in San Diego!



Ann Handley – An Unconventional Path to Sustainable Social Media Success in 2020 – @annhandley

  • Authentic is a different way of saying imperfect.

  • Show up as people, not marketers.
  • You can’t build trusting relationships overnight – Social Media is not a quick fix – you need to connect with your audience and invest time to build solid relationships.

  • Don’t seek to get your customers attention, seek to earn their trust. 
  • If your logo fell off your social accounts, would people know they were your channels? Use your marketing voice to build the relationship!

  • More specific = More relatable. Tell a story and use longer form writing when there is a story to tell. Relatable is the social superpower.
  • To build a relationship with followers, ask these questions:
  1. Do they like you?
  2. Do they trust you?
  3. Are they seeing you consistently?

Marcus Sheridan – Timeless Storytelling: How to Tell It and Show It Better Than Ever – @TheSalesLion

  • If what you are doing doesn’t add value, they won’t listen to you.
  • Everything ultimately comes down to trust.
  • How do you tell stories that build your business and your brand? 
  • The importance of being transparent with your customers through your #content.

Sue B. Zimmerman – Advanced Instagram Stories: Techniques to Create Engaging Stories – @SueBZimmerman

  • FUN FACT: To engage your audience on IG Stories, add text!

  • Retention is everything (it helps your performance in the algorithm)
  • Take time to add branding to everything you do
  • Meaningful one-on-one convos lead to endless opportunities

  • Some important reminders about hashtags on Instagram Stories:
  1. – You can use up to 10 w/ text
  2. – Use hashtag stickers
  3. – Don’t make them too small! IG can’t read them
  4. – You can hide them using the color dropper 
  5. – Go broad on Stories but niche in posts
  • The location sticker is underused.  Using these give you chances to be discovered! 
  • Any time someone interacts with your engagement stickers, you can send them an Instagram DM. These are warm leads!

  • 80% of people watch social video on silent. If you’re not using text, you’re not reaching people!
  • Don’t let your Instagram Stories turn from dashes into dots! Great advice about quality over quantity. 
  • Don’t put up videos without text. It doesn’t have to be a transcript. 80% of people are watching videos on silent!

  • Record your story in continuous clips, so one leads into another.
  • Instagram Stories should be seamless, as it makes people want to keep watching to get the rest of the story. This means you have to talk to your phone sometimes. 
  • Ask those Qs before creating an Insta Story:
  1. What’s the purpose of your story?
  2. How do you encourage people to interact with it?
  3. What do you include to reach the highest reach?
  • You don’t need more followers. Make an impact on one person at a time. They will talk about you, which will have a ripple effect.

Alex Beadon – How to Create Unforgettable Instagram Stories – Even When You’re Busy – @alexbeadon

  • Create high value, high-quality content, and show up consistently.

  • Three cornerstones of Instagram Stories: 
  1. – What is the tone? 
  2. – And what do you value and stand for?
  3. – What type of relationship do you want with your audience?
  • Are you taking advantage of highlights on #Instagram? You can name your highlights that help to reference what you do retarget the audience.


  • Be instantly visually recognizable. Have a “look” you always use in your stories. A font, a frame, a color theme.
  • If you’re trying to create good Instagram Stories in less than 10 minutes a day, then you don’t truly understand the value of Stories.


  • A follower is more than just a number. A follower is a human being. This is about a real, two-way relationship.
  • When you do an Instagram poll, give people two answer options that are actually the *same* answer.

  • Instagram Stories need to be about relationships. More than 500 million people everyday use Instagram Stories. Dedicate more than 10 minutes a day to them. They deserve it!
  • Instagram Stories are not the way to grow your following. Instead, spend time engaging with communities with people you want to follow you if you want to do that. 

  1. Be instantly visually recognizable
  2. Don’t upload at the moment to give you more time for editing
  3. Use captions & text creatively (e.g., multiple textboxes)
  4. Check insights to see who is responding and to what
  5. If we are spending less than 10 minutes a day creating our Instagram Stories, we aren’t going to create unforgettable ones.


Jon Loomer – Advanced Facebook Ad Techniques for 2020 and Beyond – @jonloomer

  • Main limitations of the Boost Button: 
  1.  Create Multiple Ad Sets for a Single Campaign.
  2.  Create Multiple Ads for a Single Campaign.
  3.  Objective Flexibility.
  4.  Reach and Frequency Buying.

  • Facebook has had the ability to customize ad creative by placement for a couple of years. 
  • Getting the like is easy. It’s a light action. Anything else requires trust.

Rick Mulready – How to Get More Leads and Sales With Your Facebook and Instagram Ads@rickmulready

  • When you are consistent with video your ad cost will go down!

  • How to write better ads copy? “Listen to the language your audience uses and use that in your copy”
  • Understanding your customer journey will change the trajectory of your ads.


Tim Schmoyer – How to Get Your Videos Discovered on YouTube@timschmoyer

  • What does work?
  1. Be the first to do/talk about something unique.
  2. Be ready to jump on a topic within hours of the first unique video about it.
  3. Cover topics that return annually.
  4. Make it worthwhile to watch/HQ.

  • Most of the REALLY awesome content only gets a few thousand views, and therefore, will never be recommended by those robotic AI algorithms, unless the robot deems it “popular”.

  • If you want to win on YouTube, optimize for humans, not robots. 
  • The robots optimize as if it’s a popularity contest. We, humans, know that popularity isn’t everything.

Derral Eves – The Ultimate Strategy to Market Your Brand on YouTube – @derraleves

  • What’s the value proposition of your video content? You are either inspiring, educating or entertaining. 
  • YouTube content should include what your company or personal brand stands for and what your audience cares about! 
  • Move where your audience is. Don’t try to move your audience to YOU. If your people are on Facebook: start there, get popular there. Then go to YouTube later.
  • Stop looking at your overall CTR (click-thru-rate) on YouTube. Look at CTR by traffic source!!

  • To scale your content, look at overlaying your valuable content with either (1) pop culture or (2) trends. Change this ONE thing, you could get millions of views!
  • Valuable YouTube Content exists at the intersection of what your brand stands for and what your audience cares about. 
  • What’s the value proposition of your video content? You are either inspiring, educating or entertaining. 
  • Your YouTube video title should be 50 characters or less. You gotta be able to tell your message in a simple way.
  • The secret to YouTube is this: it’s all about the VIEWER. This feedback loop on YouTube is optimized for viewers. It all starts with the click: the trigger that gets the YouTube algorithm going.
  • If you want clicks, optimize for humans, not search engines! 

Sean Cannell – Your YouTube Rapid Growth Plan: How to Grow Your Audience and Profits@seancannell

  • Repeat after me: YouTube is a search engine. 
  • Please get on YouTube in 2020 because the opportunity is massive!

  • The 1st Irrefutable Law of YouTube: RESEARCH before you record. Research before record and find long tail keywords.
  • Random acts of content will make you fail on #youtube!!! You got to be strategic and plan.

  • How to” is a great way to start your YouTube video. People are searching for answers.

  • YouTube is dramatically different because it’s a search engine. “It’s a discovery machine”
  • Remember, YouTube is a community, not an individual pursuit. Make friends, share knowledge, inspire an audience.



Viveka von Rosen – How to Create a LinkedIn Content Strategy That Attracts Your Ideal Prospects@VivekavonRosenFollow

  • CHECK YOUR NOTIFICATIONS. You could be losing deals by not checking who is engaging with you.

  • When you share a comment and more people respond to it, it bubbles up to the top
  • Try the social surround, where you create a conversation with your prospects on their own posts
  • Try to keep your sharing group to 25 people and make it targeted. Then share each other’s content on LinkedIn 

  • The faster you can get people to engage with your posts, the more LinkedIn will promote it
  • You don’t have to put your CTA link in the comments – put it directly in the post on LinkedIn
  • Anatomy of a LinkedIn post – address your target audience, let them know their time investment, describe your attached content, use up to 1300 characters, and use special characters and emojis

  • Any time LinkedIn comes out with a new feature, use it and LinkedIn will promote the heck out of it
  • LinkedIn hasn’t totally figured out ads, it’s organic reach is still great 
  • Ask for referrals and introductions on LinkedIn, write the intro for them, and ask them to cc you on the intro

SOCIAL MARKETING STRATEGIES – Social Media Marketing World

David Meerman Scott – Turning Fans into Customers and Customers into Fans – @dmscott


  • The closer you get to someone the more powerful the shared emotion.

  • Grow a business that is full of raving fans. This is called a “Fanocracy”.
  • Rather than a one-way interruption, Digital Marketing is about delivering valuable content at exactly the moment the buyer needs it.

  • Think like a publisher, not a marketer.
  • Marketing is not about your agency winning awards. It’s about your organization winning business.

Duncan Wardle – How to Create Customer Experience Magic in Everything You Do: Lessons From Disney – @DuncanJWardle

  • Never underestimate the ability to transfer the power of “my” idea to “our” idea.
  • What do fireworks and cornflakes have in common? Let me tell you; they were both invented by mistake — each a botched attempt to do something completely different.

  • Sometimes, the greatest barrier to new creative ideas is your past success.
  • To build a culture of innovation bring teams together of people who think differently.

Neal Schaffer – Influencer Marketing Strategy: How to Maximize Your ROI@NealSchaffer

  • Everything we do to promote our business and communicate with customers involves creating content.
  • Influencer content lives on and is long-term more effective than advertising.

  • Your influencer marketing plan should change based on what your goals and KPIs.
  • Measure KPIs that matter. Use social listening tools to measure your KPIs to see the success of Influencer marketing.
  • You can leverage user-generated content across the entire marketing funnel.

  • User-generated content isn’t only for social media. It can also be leveraged on a product page or in other content channels.
  • The roundup blog post is very effective for influencer marketing, especially for B2B.
  • The more data you have, the more you will be able to create an effective influencer marketing program.

  • There are a lot of different ways to utilize influencer marketing. First, figure out what results you want for your program.
  • Not all influencers have tons of followers. You can work with nano and micro-influencers.

  • There are many ways to utilize influencer marketing, including affiliate marketing, blogger outreach, employee advocacy, and brand advocacy.
  • Static imagery isn’t enough anymore, as we’re bombarded with visuals and messaging every day. Video is a way to cut through some of that noise and get creative.

  • The overarching problem is that everyone sees and uses social media from a different perspective.

Jessika Phillips – How to Capture Attention, Amplify Your Message, and Keep Your Audience Coming Back for More@jessikaphillips

  • Know your audience, know your brand tone.
  • Relationship Marketing is to turning your:
  1. Followers into Fans
  2. Clients into Advocates 
  3. Community into Collaborators. 
  4. Team into Evangilists

That’s when you know you’ve connected on a real level.

  • Your message is bigger than your product or service. 
  • World of mouth instead of word of mouth – we read reviews and listen to chatter online before purchasing.

  • It’s not what we do, it’s how we do it that makes the difference.
  • If you write social media posts ahead of time, read them out loud before you post them to make sure they are conversational.
  • Care about even the littlest details to delight, deliver, and do it again.

  • It’s not about what we do, it’s how we do it.
  • Stop counting likes & start counting conversations.
  • Magic happens when the mindset shifts from buying to belonging.


Jay Baer – How to Create Three Types of Scalable Social Content That Get Results – @jaybaer

  • Shitty content you promote is still shitty. 
  • When you give somebody the exact content they need at the time they want and the format they need, they will always find time to consume it. Be relevant!
  • Buying attention isn’t sustainable.

  • Think like a television network and create shows – The same target audience, format, production, and distribution.
  • Your social content has to be someone’s favorite version of that content in the world.
  • If you are nobody’s favorite, it is because you are trying to please too many people. 
  • Content doesn’t win by just being created. Content must be amplified.

  • You need three different types of shows for every platform you are active on.
  1. Binge-worthy shows (high production value, often multi-media, episodic)
  2. Special event shows (high production value, often event-driven, one-off, CTA is to tune-in)
  3. News and Updates (lower production value, “did you know?” content, often used to answer questions, CTA is to click/come back to the website)

  • If your competitors start copying you, then you are doing something right!
  • Activate your fans, don’t just collect them like baseball cards.
  • The natural instinct when the competition heats up is to push a little harder. But the result doesn’t feel good to your audience.
  • Some of the best brands in the world don’t have to pay for advertising because their customers do it for them.
  • Content that only lives on a social platform are like building a house on rented land.
  • Inspiration doesn’t respond to meeting requests. You can’t schedule greatness.


DUNCAN J WARDLE, How to Innovate by Thinking Differently: The Disney Way – @DuncanJWardle

Takeaways from the Session

  •  We tell ourselves and others to be brave, while no one typically gives us the tools to do it. Stay curiou