Jan. 23, 2019

This paid piece is sponsored by Click Rain.

Lance Trueb has been a leader in social media since its infancy — from its early days when he was in college, to pioneering it at REI, to now serving as social marketing manager for Microsoft Stores. We’re excited to bring him and other industry leaders to Sioux Falls on Feb. 28 for the seventh annual Trendigital Summit at the Sioux Falls Convention Center.  Here’s a preview of what to expect from Trueb’s talk, which will definitely leave you ready to take your social media approach into the next decade.

How did you get your start in the social media industry, specifically at REI and now Microsoft?

Way back when Facebook accounts were only for college students, I began building groups and pages for my university. From there, I helped nonprofits with social media marketing and eventually realized I wanted to explore this industry as a career. After lots of networking, coffee meetings and informational interviews, REI offered me an entry-level social media specialist position. After four memorable years with the co-op, which included leading social strategy for #OptOutside, I was ready to take on a new challenge. That led me to Microsoft, another inspiring company born in the Pacific Northwest.

What spurred the idea for the #OptOutside campaign?

REI believes that a life outdoors is a life well lived. As a co-op, REI focuses on its members instead of shareholders. In my opinion, this positioned REI to take bold action and do something that no other company could do during the holidays. While I don’t know the specific person that first voiced the idea, I know that closing on Black Friday — and paying all employees to spend the day outside instead — was an idea that truly united our company and our members. I’ll never forget the days and weeks leading up to the first year of #OptOutside. It has become a tradition my family looks forward to each year!

How have brands’ interaction with social media changed from five years ago?

Five years ago, brands were just beginning to recognize the power of building communities online. The “Social Team” was made up of an intern, an executive or just a passionate employee who created a Twitter handle. Facebook was still a powerful tool for driving organic engagement and traffic. Some brands began to heavily invest in the emerging “social media marketing” opportunities, but most brands still considered it to be a risky marketing space. Today, savvy brands realize social media is a dynamic storytelling platform, best used as a two-way conversation with their audiences.

How have you seen firsthand the impact that social media can have on a business’ bottom line?

I would argue mobile strategies are core to the success of most businesses today. Social media helps deliver strong business results when both owned and earned strategies are aligned.

Consumers are now walking around with a megaphone in their pockets. They are often already talking — and tweeting — about your industry, your products and your competitors. To ignore these consumers often equates to leaving revenue on the table.

A recent study showed that Gen Z is twice as influenced by social media as they are by deals and discounts. A separate study of Instagram users showed that 72 percent of users have made fashion, beauty or style purchases as a direct result of Instagram.

Firsthand, I’ve seen how the reach, engagement and traffic driven by social media can lead to some of the most efficient full-funnel marketing tactics for delivering a competitive ROI. At the same time, social media can also grow a dedicated fan base of brand advocates along the way. 

Tell us about the topic you’ll be sharing at the Trendigital Conference.

I’ll be leading a conversation about the future of social media and how an organization can build social strategies that stand the test of time. 

Tickets are limited – reserve your spot at Trendigital 2019 for only $99.