In this presentation Sullivan reframes social marketing with a simple process of four steps, one that participants can use immediately. By reverse engineering successful social campaigns, Sullivan breaks it down to what he calls “Do > Invite > Capture > Share.” Using recent examples from the industry (and some amazing examples from his students), Sullivan will show why this process is a faster way to create more engaging social marketing.


  • It’s less about what your clients say and more about what they do.
  • So don’t do an ad. Do something interesting.
  • What you do should be interesting enough to capture earned media.
  • Frame what you do in a way that allows customers to participate.
  • Turn customers into an unpaid creative department.


  • Social media strategists
  • Content creators, creatives
  • New business teams
  • Anyone who tells stories on behalf of brands


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Luke Sullivan

Author, speaker, and ad veteran available to recharge, reinvigorate, and refocus marketing, advertising, and branding firms.

I give a hugely energetic series of presentations on innovation, creativity, branding, and marketing. I spent 32 years in the trenches of advertising (at agencies like Martin, GSD&M, and Fallon) and I’ve put everything I learned into my book, Hey Whipple, Squeeze This. But for me nothing beats taking the message out and speaking to living breathing audiences at clients, agencies, and conferences. You can book me on the button below.