SocialEast 2025 Day One: Connection and Authenticity Take Center Stage

As one of SocialNext’s five (soon to be six) regional conferences across the country, the first day of SocialEast 2025 was all about connection, online and in person. With marketers representing every Canadian province, guest presenters from New York, Illinois, Oregon, California, and at least one Australian, SocialEast brought together a thriving digital marketing community to share trends in content creation, advancements in marketing software, AI innovations, and data-proven principles that drive engagement.

One dominant trend throughout the day? Audiences want the real thing. As digital environments become more manipulated and AI simulations become more sophisticated, audiences are increasingly seeking content and brands that reflect everyday experiences.

Corey Evans, Marketing Director, ATCO

“All business serves a human need or human want,” shared Flockler’s General Manager Brooke Hahn. “So wherever there is a human need or a human want, there is also a community that craves depth of connection.” Content needs to be responsive, adaptable, and most importantly verifiable. Day one of SocialEast featured software and tools that enable authenticity.

Cyberimpact’s email marketing platform, for instance, incorporates personalization and behavioral data to ensure marketing content connects with the target audience. “Personalization and trust are the top drivers of engagement,” Cyberimpact’s GM Geoffrey Blanc shared. Allie Diep, Agency Lead at LinkedIn, also showed advancements in LinkedIn’s advertising technology that drives personalization and thus engagement.

Geoffrey Blanc, General Manager, Cyberimpact

“We know buyer groups are more likely to choose a vendor or service from recommendations,” Allie shared. “LinkedIn is the most trusted ad platform by B2B marketers.” Did you know that 98% of Fortune 500 CEOs primarily or only use LinkedIn? It is where influence meets credibility. It is not just about reach, it is about relevance.

And when it comes to crisis comms, PR nightmares, or dumpster fires as Canadian Institute for Health Information (CIHI) Team Lead Kevin Parent called them, that is when marketers should be “as reassuring and as genuine in their communications as possible.” By and large, building authentic connection is the most important facet of driving engagement, community, brand awareness, and sales.

But what is even better than online connection? Being together in person at SocialEast.

This piece is part of our ongoing coverage of SocialEast 2025, one of five national conferences produced by SocialNext, with live coverage of this event sponsored by Cyberimpact.

About Cyberimpact:
Cyberimpact is a Canadian email marketing platform built for SMBs and public sector organizations. We make it easy to create professional emails, automate campaigns, and stay fully compliant with Canada’s Anti-Spam Legislation (CASL). Trusted by thousands of Canadian organizations.