Social Media Case Studies

Get a look behind the scenes of campaigns from The Minnesota State Fair and Securian Financial. Case Study 1: The Minnesota State Fair 12 Days, 2 Million People, Endless Stories The Minnesota State Fair gathers nearly 2 million people together for 12 days each year, but the virtual reach of the Great Minnesota Get-Together extends far beyond the fairgrounds. From creator content to collaborations with State Fair partners, there are endless stories to tell. Join members of the State Fair marketing team as they share how the sights, sounds and uniquely Minnesotan moments of the fair come to life on social media. Presenters: Maria Hayden is Marketing & Social Media Supervisor overseeing organic social channels, serving as spokesperson and contributing to all things digital marketing for the Great Minnesota Get-Together. Jadyn Betzold is a Marketing & Social Media Assistant with the Minnesota State Fair, helping bring the Great Minnesota Get-Together to life through engaging digital content and creative storytelling. Case Study 2: Securian Financial Efficiencies with AI-Generated Social Copy After budget cuts, staff reduction and discontinued agency support Securian Financial, a Fortune 500 company, began exploring AI tools to assist with writing social content. By leveraging the internal tech stack and training it with old posts, brand guidelines, FINRA rules, and the AP stylebook, she launched a pilot for executive social with surprisingly positive results, all while keeping a human in the loop. The success of the pilot for executive social translated into expansion of training a model for enterprise social. Both are actively being used today as Securian continues its AI journey. Join this iteration of Social Media Breakfast to see how Elizabeth trained the models, examples of their output in action, an analytics comparison between the two, and lessons learned, as well as side-by-sides of content written by the agency and by the AI chatbot. You won’t want to miss this opportunity to see how AI can streamline social media processes and save time. Presenter: Elizabeth Gaule is the Enterprise Social Media Program Manager at Securian Financial, where she leads social strategy at the intersection of brand, business and an ever-changing digital landscape. With experience spanning agencies, entertainment, CPG and financial services, she brings a practical, people-first approach to helping even the most buttoned-up brands find something interesting to say. Elizabeth was recently named one of Ad 2 Minnesota’s 32 Under 32 and serves as Securian Financial’s Board Chair for SocialMedia.org. Schedule 8:00 am - Networking/Coffee & Breakfast (bagels, cream cheese, & bacon) 8:25 am - Welcome/Announcements 8:30 am - Presentation