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Would you like your company to better lead by example on social justice? Would you like to steer the media conversation to important societal topics? Would you or your company like to become a thought leader in this space? Or perhaps you'd just like to be able to contribute more during this critical moment in human history? In this dynamic Zoom webinar with TOP Global CEO Ben Kaplan, he will explore the thought leadership insights derived from his study of previous social justice leaders and campaigns as he examines what it takes to make an immediate and ongoing impact. Kaplan will be demonstrating how influential thought leaders apply various methods — including a simple, surprising, and significant framework — to spread their key messages further. Important topics covered in the webinar include: * How thought leadership is different when it comes to social justice * The social justice topics that tend to have the most viral potential * What we can learn from key social justice leaders in the 20th century * How to be timely and relevant to the ongoing news coverage * The important role of data in establishing your thought leadership platform * How to frame your ideas so that they resonate with your audience * The power of leveraging niche subjects to create supersized impact * How to get regular TV appearances by thinking like a producer * How to leverage mass media PR, social media, and virtual conferences * How to use stories + case studies to quickly demonstrate expertise
Calendar-based marketing created the biggest day of commerce in the history of the world — with Chinese retailer Alibaba selling more than $38 billion on Singles Day in 2019. Alibaba isn’t the only one enjoying huge successes with calendar-based marketing. There are countless examples of companies successfully leveraging this method — including Amazon, American Express, 7-Eleven, Ben & Jerry's, and even IHOP — to amplify their sales numbers. How are they doing it? What can you learn from them about how to drive immediate consumer action for your product, service, brand, or store? In this webinar TOP Global and National Today CEO Ben Kaplan will take a deep dive into the inner workings of calendar-based marketing — including the foundational viral triggers that create a sense of urgency, scarcity, and a flood of social proof. How do you take your traditional call-to-action (CTA) and transform it into a viral call-to-action (vCTA) that is 10X more effective? Drawing upon insights from PR, social media, content marketing, influencer marketing, and growth-hacking tactics, Ben's presentation will cover: * How to optimize viral time triggers to drive immediate consumer action * Why U.S. retailers like Sears are so much less effective on Black Friday + Cyber Monday than Alibaba on Singles Day * How to use calendar marketing to tap into early bird shoppers. * How calendar-based marketing (which activates consumers at a peak moment in time) represents the most transformative approach to the consumer in the past decade * How to engage your customers more quickly and compel them to laugh, cry, share, and buy * What you can do to create your brand's "ownable" moment on the cultural calendar * How to leverage other companies’ calendar days to supercharge your own holiday sales efforts in the U.S., Europe, Asia, and around the world. Ben will also share case studies from his work creating viral calls-to-action for brands like Budweiser, Citi, Milk-Bone, and PostMates.