Learn how Fidelity built a high-impact presence on Reddit by prioritizing authentic engagement, a clear strategic framework, and community-driven content. In this session, Jaime Guild, Vice President, Marketing Lead, Social at Fidelity Investments, will break down the team’s approach to community participation on Reddit, including how they define success, track key metrics, and translate audience insights into content that resonates. Attendees will see real examples of posts that sparked meaningful discussion, strengthened brand connection, and helped Fidelity build an educational, engaging presence on the platform.

Restructuring how social media functions at your brand requires both creativity and the practical support of your leadership, so how do you get buy-in to bring your vision to life? In this case study, we’ll hear from Head of Social Media Alyssa Blair and VP, Organic Social Media Manager Melissa Stewart at Regions Bank, who will share how they restructured their social media team to meet growing business demands, as well as the internal case studies they built to demonstrate impact, earn trust, and secure leadership buy-in at each stage of the transformation. They’ll walk us through the launch of a dedicated social-first video production function, a retooling of their social media governance, and a strategic shift of social care to a call center—while intentionally preserving and expanding the community management function. Attendees can expect a practical look at how to structure social teams for long-term success, not just short-term growth.

The rules of social have changed. Audiences scroll past anything that feels like an ad — and reward content that feels like the show, not the commercial. In this session, Nicolle Lopez, Director of Brand Social, and Naleen Camara, Senior Social Media Specialist at Amtrak, share how their team builds organic content that earns attention in crowded feeds and consistently outperforms expectations. They’ll break down what’s working now, how their organic strategy informs paid, and the creative decisions that help Amtrak show up in culture—not just in campaigns. You’ll walk away with practical ideas for elevating organic content and making it work harder across the full social ecosystem.

Managing dozens of social teams across markets is chaos — unless you build the right foundation. This brand did just that, establishing a global social Center of Excellence that unifies platforms, policies, and people. In this closed-door case study, the team reveals how they secured executive buy-in, established consistent training, and built an internal hub that balances control with creative freedom.

Leaders attending conferences have a major opportunity to extend brand reach through authentic social sharing, but participation often falls short without the right preparation. Even the most well-intentioned plans can unravel once leaders are on site. In this session, Corporate Digital Communications Director Abby Ross and Senior Digital Strategy and Communications Lead Karen Weingarten from GSK will share how they’ve worked to help leaders feel confident posting, connecting, and engaging on social media during events. They’ll walk through practical strategies to ensure early alignment, set clear expectations, and provide simple content frameworks that turn conference attendance into meaningful impact for both leaders and the brand.

After budget cuts and discontinued agency support, Elizabeth Gaule, Enterprise Social Media Program Manager with Securian Financial, began exploring AI tools to assist with executive social content. By leveraging their iteration of Curia and training it with old LinkedIn posts, brand guidelines, FINRA rules, and the AP stylebook – she launched the pilot with surprisingly positive results, all while keeping a human in the loop.

Join this presentation to see how she trained the model, side-by-sides of content written by the agency and by the AI bot, as well as analytics comparison between the two. You won’t want to miss this opportunity to see how AI can streamline social media processes and save time.

In an era of tighter budgets and leaner teams, how could your social media campaigns possibly produce better results than in years past? Join Pippa Bowen, Senior Manager of Brand Marketing at MGM Resorts, for a candid year-over-year look at how she and the team did just that with their most recent Formula 1 campaign. With an almost entirely new, smaller team, they published fewer assets while delivering higher impressions, engagement, and ROI than the previous year. In this confidential case study, Pippa will demonstrate how a sharper content strategy—focused on a highly niche, passionate audience—replaced volume-driven posting delivering better results.

What can teams actually gain by bringing paid social in house at a global level? In this case study, James Foyle, Senior Global Social Media Specialist, and Brian Battle, Global Paid Content and Social Media Manager at Gallagher, will share why their team made the shift from agency support to a centralized global model alongside organic, creative, and digital partners. They’ll pull back the curtain on the operational changes behind the move, the efficiencies gained through clearer intake and planning, and how closer alignment and shared learnings helped improve performance while scaling paid social support across regions.

As organic reach shrinks and feeds get noisier, the brands breaking through are intentionally aligning organic content, paid amplification, and people-led presence. In this case study, Melinda Woods, Global Social Media Lead at Zebra Technologies, emphasizes the importance of the Social Trifecta — a practical framework for orchestrating all three surfaces of social to work together. She’ll share how Zebra connects brand pages, paid strategy, and employee advocacy to expand reach, build credibility, and drive measurable impact beyond what any one approach can deliver alone. You’ll leave with a clear, actionable model for designing a more connected, effective social strategy in today’s crowded landscape.

Scaling a social program while it’s still being built is a familiar challenge for many enterprise teams. In this case study, Julie Cochran, Senior Director of Global Social & Digital Communications at Merz Aesthetics, will share how her team deployed a social maturity model and assessment framework to bring structure, prioritize investment, and align stakeholders in a fast-moving environment. She’ll walk through how the assessment informed a clear roadmap across strategy, governance, resources, and the customer journey, as well as what the team chose to tackle first while building in real time. You’ll walk away with practical insights into turning a maturity model into action.

This social care team flipped the script — transforming customer service from reactive ticket resolution to proactive brand building. You’ll see how they empowered agents with brand tone training, connected care data to marketing dashboards, and even turned detractors into advocates. Peers will discuss how they built morale, empathy, and measurable loyalty in a high-volume environment.

This isn’t about followers — it’s about belonging. In this case study, hear how one brand launched a private community that became a cornerstone of retention strategy. You’ll see how they balanced moderation with freedom, encouraged peer-to-peer engagement, and used member feedback loops to guide innovation. Expect real screenshots, real numbers, and candid lessons learned.

Reddit isn’t just a conversation platform—it’s a reputation engine that increasingly shapes customer trust, company perception, and how brands surface in LLM-driven discovery. Over the past few months, The Aspen Group has taken a deliberate, listening-first approach to Reddit, launching official user accounts, building a branded subreddit, and embedding into existing communities. In this session, Kristi Daraban, Head of Social Media at The Aspen Group (TAG), will share how the team moved from observation to participation, testing techniques to show up as a credible, trusted voice while working to improve brand reputation and sentiment. She will walk through early wins, strategic pivots, and key learnings, plus look ahead at how TAG plans to scale its impact on Reddit in 2026.

Tired of one-off influencer deals, this brand built long-term creator relationships through a formal “creator council.” In this candid session, see how they selected creators, structured collaboration, and involved them in campaign planning. Expect real talk about budgeting, creative freedom, and maintaining authenticity at enterprise scale.

When social media conversations escalate around sensitive issues, brands must strike a careful balance between empathy, accuracy, and risk. In this confidential case study, Meredith Ferguson, Senior Director, Corporate Reputation & Brand Strategy at Zoetis, will share how her team navigated a wave of social media backlash tied to one of the company’s animal therapy products. You’ll gain insights into Zoetis’ cross-functional approval workflows, how social engagement decisions were evaluated for business and reputational impact, and key findings from their recent stakeholder survey. The session will provide practical lessons on balancing transparency, trust, and regulatory obligations during moments of heightened scrutiny.

Join fellow brand and comms leaders for a candid conversation about maintaining trust and reputation in an always-on world. Explore how social and PR teams are uniting around shared goals, managing crises in real time, and crafting narratives that drive long-term credibility. You’ll discuss: cross-functional response models, brand transparency, and strategies for reputation recovery.

Influencer marketing is evolving — from quick activations to long-term brand partnerships. Sit down with social leaders to unpack how enterprise brands are designing sustainable creator ecosystems that prioritize credibility and collaboration. You’ll discuss: vetting and contracting creators, relationship management, and performance metrics that go beyond vanity numbers.

What is your brand doing to improve executive visibility on LinkedIn? Join Laura Godoy, AVP, Social Media Lead, from U.S. Bank in this discussion as she briefly shares how her team shifted from a client-focused LinkedIn strategy to a thought leadership-driven approach that’s delivering stronger engagement, impressions, and employee engagement. In this member-led conversation session, attendees will discuss how data and analytics inform what thought leadership content works best and how to build an executive presence that feels authentic while delivering measurable results.

When issues break online, minutes matter. This peer-driven session dives into how social and comms teams coordinate fast, unified responses that protect trust while maintaining transparency. You’ll discuss: playbooks for rapid escalation, balancing tone with empathy, and tools for real-time social intelligence.

Managing social media for a billion-dollar brand with a small—or even solo—team is a constant balancing act. Join Jenny Reineck, Social Media Manager from NCR Voyix, and fellow social media leaders who know what it means to work lean as they share practical strategies for driving impact without burning out. From making the case for additional support to maximizing limited resources and relying on tools that truly deliver, this conversation will focus on what actually works for small but mighty teams.

As generative tools accelerate content creation, how do we maintain a consistent, human brand voice? Collaborate with other social leaders to explore the intersection of automation and authenticity. You’ll discuss: brand tone governance, AI guidelines for social, and preserving personality at scale.

Bring your global perspective to this exchange on managing consistency and culture across markets. Hear how brands empower local teams while protecting the global brand narrative. You’ll discuss: regional governance models, global playbooks, and balancing creativity with compliance.

The divide between paid and organic is fading fast. Discuss with peers how enterprise teams are blending performance and storytelling strategies to drive efficiency and authenticity. You’ll discuss: budget allocation, measurement alignment, and creative integration across campaign types.

Where are you seeing success with applying social governance frameworks across large, complex enterprises? Join Unum Group’s Director of Corporate Brand, Mara Butts for a peer-led conversation on what it really takes to make enterprise social governance actionable. Together, we’ll compare how our teams are building usable playbooks, aligning enterprise standards with sub-brand needs, and enabling cross-functional partners without slowing work down.

Social touches every department — marketing, comms, HR, and customer care. Explore how brands are aligning these groups for greater efficiency, shared goals, and consistent voice. You’ll discuss: internal governance councils, cross-team workflows, and integrated campaign planning.

Social is no longer a “consumer thing.” Exchange ideas with other B2B brands about how they’re driving engagement that fuels pipeline, partnerships, and thought leadership. You’ll discuss: channel prioritization, sales alignment, and data storytelling for complex audiences.

AI is transforming how social teams operate, from listening to planning. This forward-focused conversation explores how enterprise leaders are embedding AI into daily workflows — without losing control. You’ll discuss: practical use cases, organizational safeguards, and training models that ensure ethical, effective use.

Everyone’s producing more — but who’s producing smarter? Join peers to trade lessons on scaling creative excellence with agility. You’ll discuss: balancing automation with originality, evolving short-form formats, and frameworks for sustainable creativity.

Metrics are evolving fast. Join peers to explore how social teams are redefining KPIs to reflect influence, trust, and community health — not just impressions. You’ll discuss: executive-ready dashboards, social attribution, and narrative-driven data storytelling.

Social care is now brand care. Connect with leaders who are transforming customer response teams into community engagement hubs. You’ll discuss: workflows for faster response, community culture building, and measuring satisfaction and sentiment.

In an era of heightened scrutiny, polarized conversations, and evolving platform norms, fostering positive engagement on social media has never been more important or more complex. Join Lauren Jernigan, Social Media Manager at Hilton Grand Vacations, to explore practical strategies for creating meaningful, respectful interactions that build trust with audiences while protecting brands, communities, and teams. We’ll look at how moderation, empathy, and proactive engagement can work together to strengthen brand credibility and long-term relationships with consumers.

Are you collecting a wealth of social listening data but struggling to consistently translate it into action? Join Caleb Tolin, Senior Manager of Global Social Media & Content Strategy at Rubrik, in a candid conversation about how to build a more actionable social listening program. Together, we’ll explore where we’ve seen the biggest wins, and how to leverage insights to inform content, storytelling, and broader brand communications decisions.

As audiences increasingly turn to social platforms as their primary search engines, the rules of visibility are changing fast. At the same time, AI-driven discovery is pulling brand information from across the web — not just social feeds. In this peer conversation, explore how social leaders are adapting to this shift by rethinking their approach to “social SEO.” You’ll discuss: content tagging, visual search trends, and creating posts that align with user intent in an algorithmic, AI-powered landscape.