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Your one-stop inspiration guide for the ever-changing social media landscape.

Oct. 28 2021

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Program

28 Oct. 2021

The Best Social Conference has two stages and breakout sessions spread across three curated tracks: innovation, creativity, and impact. You can attend 30-minute keynotes, fireside chats, or panel discussions, as well as more in-depth and intimate formats, such as workshops. The sessions are hosted by a moderator and include a Q&A moment. There is also a virtual networking feature and interactive formats during the event so you can connect to new people and businesses. The program is constantly being updated to be as complete as possible.
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Impact Innovation Creativity

    • The Future of Work in Social Media

      Building authentic audience connections and campaigns are critical for brands to keep up with the ever-evolving cultural landscape. A session with Anne Koning and Dora Osinde, two female leads at creative agency Granny, about the impact of company culture on creative output and the journey to become a more diverse and inclusive workspace.
      Building authentic audience connections and campaigns are critical for brands to keep up with the ever-evolving cultural landscape. A session with Anne Koning and Dora Osinde, two female leads at creative agency Granny, about the impact of company culture on creative output and the journey to become a more diverse and inclusive workspace.

    • Digital Fluency: Leveraging Social Media Networks & Platforms

      This talk is centered around the importance of digital skills in the current fast-paced technological era we are in. In order to remain relevant, it is not enough to be digitally literate but rather digitally fluent. It discusses the concept of digital fluency and how different professionals across industry sectors have improved their digital competences and utilised the social networks they are embedded in.
      This talk is centered around the importance of digital skills in the current fast-paced technological era we are in. In order to remain relevant, it is not enough to be digitally literate but rather digitally fluent. It discusses the concept of digital fluency and how different professionals across industry sectors have improved their digital competences and utilised the social networks they are embedded in.
    • Break!

    • Community Management As a Tool to Minimize Damage to Your Brand

      It takes years to build a brand, but just one tweet to break it down. Jasper Schilder and Roos van 't Hof will guide you through the potential dangers of social media and will teach you how community management can work in your advantage when used correctly. They will elaborate on societal involvement, cancel culture, gatekeeping and everything you need to know to minimize damage to a brand.
      Workshop. It takes years to build a brand, but just one tweet to break it down. Jasper Schilder and Roos van 't Hof will guide you through the potential dangers of social media and will teach you how community management can work in your advantage when used correctly. They will elaborate on societal involvement, cancel culture, gatekeeping and everything you need to know to minimize damage to a brand.

    • 10 Rules for Creating Change

      Getting people to click, buy, or engage with you in the social space can be hard, even when what you have to say is important. It requires changing the way someone thinks and feels on the inside to change how they act on the outside. So how do you shift these attitudes and behaviours, taking someone from ‘unaware' to ‘advocate'? Sharing unique insights and processes from his new book Influence, Adam Stones will guide you through the essential communications rules you need to follow if you want to turn your ideas into lasting positive action.
      Getting people to click, buy, or engage with you in the social space can be hard, even when what you have to say is important. It requires changing the way someone thinks and feels on the inside to change how they act on the outside. So how do you shift these attitudes and behaviours, taking someone from ‘unaware' to ‘advocate'? Sharing unique insights and processes from his new book Influence, Adam Stones will guide you through the essential communications rules you need to follow if you want to turn your ideas into lasting positive action.

    • Why Every Video Should Have Subtitles

      In this session Ruben Horbach will outline how the combination of exponential technologies and an increasing demand from both the market and society have led to the creation of Triple8: a tool that adds subtitles, in amazing accuracy, in minutes through Machine Learning. The secrets of subtitles in video, especially for videos on social platforms, is apparent. But what are some of the other benefits of subtitles that are currently flying under the radar? How do you use subtitles effectively? And what does designing for silence mean?
      In this session Ruben Horbach will outline how the combination of exponential technologies and an increasing demand from both the market and society have led to the creation of Triple8: a tool that adds subtitles, in amazing accuracy, in minutes through Machine Learning. The secrets of subtitles in video, especially for videos on social platforms, is apparent. But what are some of the other benefits of subtitles that are currently flying under the radar? How do you use subtitles effectively? And what does designing for silence mean?
    • Break!

    • The Social Culture of Esports

      Take a cultural journey into the world of esports and learn what defines you as an outsider and how you can become an insider. How you can use cultural references to directly talk to a difficult to reach online first social culture, read a chat at the speed of 360 km/h and why a stack of papers at a tournament with a prize pool of 34 million dollar is hilarious and the perfect mental warfare to take home the trophy.
      Take a cultural journey into the world of esports and learn what defines you as an outsider and how you can become an insider. How you can use cultural references to directly talk to a difficult to reach online first social culture, read a chat at the speed of 360 km/h and why a stack of papers at a tournament with a prize pool of 34 million dollar is hilarious and the perfect mental warfare to take home the trophy.
    • Break!

    • Adding AR to Your Social Media Mix

      Sergio del Puerto will show how Serial Cut's iconic, pop and surreal AR filters play a central role in social media campaigns, pushing the visual content for more immersive experiences. Get ready to see some inspiring visuals and learn some tips from SC's process.
      Sergio del Puerto will show how Serial Cut's iconic, pop and surreal AR filters play a central role in social media campaigns, pushing the visual content for more immersive experiences. Get ready to see some inspiring visuals and learn some tips from SC's process.

    • Live Performance: Speed (BurnoutChatbot), 2021

      The performance will stage the live programming of a customer service chatbot within a limited time frame and, will exist as a digital trace and archive. Speed (BurnoutChatbot) will be accessible right after on Telegram and will explore topics such as digital fatigue and intimacy, performing productivity and burnout.
      The performance will stage the live programming of a customer service chatbot within a limited time frame and, will exist as a digital trace and archive. Speed (BurnoutChatbot) will be accessible right after on Telegram and will explore topics such as digital fatigue and intimacy, performing productivity and burnout.

    • Digital Fashion & Identity

      When most of our identities are built in digital and social channels, why would we need physical items to express ourselves? In this scenario, Screenwear becomes the new Streetwear. We will be talking about The Fabricant, the world of digital fashion and the role that decentralised approach to social media plays in our mission to build a fashion future that is more sustainable, diverse and collaborative.
      When most of our identities are built in digital and social channels, why would we need physical items to express ourselves? In this scenario, Screenwear becomes the new Streetwear. We will be talking about The Fabricant, the world of digital fashion and the role that decentralised approach to social media plays in our mission to build a fashion future that is more sustainable, diverse and collaborative.

    • A Matter of Perspective

      Workshop. During the session 'A matter of perspective', art historian, journalist and creative director of the platform The Tittymag invites you to review everything around you. What do you actually see? What strikes you and in what way? And what does all of this have to do with creating an inclusive dialogue? Cathelijne will explain all of this during an interactive workshop where she will initiate the conversation through art. Get ready for some art gazing and setting up a fresh dialogue.
      Workshop. During the session 'A matter of perspective', art historian, journalist and creative director of the platform The Tittymag invites you to review everything around you. What do you actually see? What strikes you and in what way? And what does all of this have to do with creating an inclusive dialogue? Cathelijne will explain all of this during an interactive workshop where she will initiate the conversation through art. Get ready for some art gazing and setting up a fresh dialogue.
    • Break!

    • Are There Boundaries to Being Non-Binary?

      Gender identity is a crucial part of challenging social issues and boundaries in modern society and there are a lot of questions to be answered about being non-binary. What are the obstacles and opportunities of working as a queer content creator and how to learn to manouver in the industry and social media? Why is it easy to fall victim of brand tokenism and pink washing and how to avoid it.
      Gender identity is a crucial part of challenging social issues and boundaries in modern society and there are a lot of questions to be answered about being non-binary. What are the obstacles and opportunities of working as a queer content creator and how to learn to manouver in the industry and social media? Why is it easy to fall victim of brand tokenism and pink washing and how to avoid it.

    • Topical Content: Cultural Impact at the Speed of Social

      Boomerang exists at the nexus of creativity, technology and culture. We create work that is truly influential; changing minds and shifting behaviour through human connection. An important part of this work has always been topical content, which to this day is still an impactful way to connect with your Gen Z- audience in order to not only blend in, but also partly shape modern day culture. How do you become a topical brand and create impact? Boomerang is going to kickstart your topical mindset and inspire you with some tips, tricks, and lots of inspiration.
      Boomerang exists at the nexus of creativity, technology and culture. We create work that is truly influential; changing minds and shifting behaviour through human connection. An important part of this work has always been topical content, which to this day is still an impactful way to connect with your Gen Z- audience in order to not only blend in, but also partly shape modern day culture. How do you become a topical brand and create impact? Boomerang is going to kickstart your topical mindset and inspire you with some tips, tricks, and lots of inspiration.
    • Break!

    • Earn Before You Pay for It

      Driving earned media through powerful brand stories according to Soko, one of the top creative agencies in Brazil. We will talk about how diversity, product decentralization and an all-hands creative process can help us decode culture and multiply content power before even thinking about paid media.
      Driving earned media through powerful brand stories according to Soko, one of the top creative agencies in Brazil. We will talk about how diversity, product decentralization and an all-hands creative process can help us decode culture and multiply content power before even thinking about paid media.

    • Create Social Media Content That Your Audience (and Google Robots) Will Love

      Workshop. The final touchpoint of content is not Google Search engine. It is your audience. Technically, you need to know and follow the SEO rules, so you can break them and deliver what your audience wants. Knowing your audience first is a process that requires empathy and some research. This interactive workshop will look into the information we need when applying user-centred research tools such as user-journey and buyer persona. The outcomes of this exploratory process will bring insights so we can create unique content that our audiences and robots will love. You can expect to interact in a MIRO board, receive a unique template to print or use in any online whiteboards of your preference and 10 minutes of Q&A's.
      Workshop. The final touchpoint of content is not Google Search engine. It is your audience. Technically, you need to know and follow the SEO rules, so you can break them and deliver what your audience wants. Knowing your audience first is a process that requires empathy and some research. This interactive workshop will look into the information we need when applying user-centred research tools such as user-journey and buyer persona. The outcomes of this exploratory process will bring insights so we can create unique content that our audiences and robots will love. You can expect to interact in a MIRO board, receive a unique template to print or use in any online whiteboards of your preference and 10 minutes of Q&A's.
    • Break!

    • From Obvious To Overlooked: Identifying More Meaningful Trends

      The trends we hear all around—from the metaverse to blockchain—are not having the immediate cultural impact we think they are. Instead, the fringe and under-discussed are moving mountains. It’s the edges of culture that are the sharpest, after all. In this briefing, Matt Klein will guide us through the nuances of the top Meta Trends of 2021 as well as the most overlooked and influential social shifts impacting all.
      The trends we hear all around—from the metaverse to blockchain—are not having the immediate cultural impact we think they are. Instead, the fringe and under-discussed are moving mountains. It’s the edges of culture that are the sharpest, after all. In this briefing, Matt Klein will guide us through the nuances of the top Meta Trends of 2021 as well as the most overlooked and influential social shifts impacting all.
    • Break!

    • The Augmented Reality Revolution

      The AR landscape is changing and Snap is at the forefront of this paradigm shift. We’re seeing a very rapid transition from the fun activities people knew AR for to an immersive utility consumers use every day. Where are we on the adoption cycle? What types of experiences do we anticipate within the next year? How is Snap AR building programs that create demand for Lenses, exposure for creatives, as well as solutions for customers and partners.
      The AR landscape is changing and Snap is at the forefront of this paradigm shift. We’re seeing a very rapid transition from the fun activities people knew AR for to an immersive utility consumers use every day. Where are we on the adoption cycle? What types of experiences do we anticipate within the next year? How is Snap AR building programs that create demand for Lenses, exposure for creatives, as well as solutions for customers and partners.
    • Break!

    • Temporal Awareness - The Best of Time in Community Building

      Our relationship with time affects us in every dimension, in every event. Time is the missing ingredient and we will provide thoughtful frameworks about long-term thinking for online projects and initiatives that want to stay relevant in a fast-paced change society.
      Our relationship with time affects us in every dimension, in every event. Time is the missing ingredient and we will provide thoughtful frameworks about long-term thinking for online projects and initiatives that want to stay relevant in a fast-paced change society.

line-up

The Best Social Conference

28 Oct. 2021

Our team is busy curating speakers from across the world. From publishers, brands, and strategists to creators, artists, influencers, and social pioneers - and everything in between. Below are the confirmed speakers:

  • Adam Stones

    Communications Strategist and Writer. Author of ‘Influence’

    Adam Stones is an award-winning communications adviser and writer, committed to helping people and brands to make a positive impact. He set up his communications business A’DAM to do just that. And his new book ‘Influence: Powerful Communications, Positive Change’ provides a playbook for entrepreneurs, changemakers and communicators, ensuring anyone can build the essential skills required to lead positive change. Prior to moving to Amsterdam in 2016, Adam worked for two of London’s leading communications agencies. And before that, he was a journalist for UK national newspapers and magazines. He is a Fellow of the UK’s Royal Society of the Arts.

  • Ana Bender

    Content Strategist and Author of the 'Creative Content Kit'

    Ana Bender is Digital Marketer at BIS Publishers, associate lecturer of the University of Arts London in the MA Publishing program, design researcher and content specialist. Facilitator with experience working with adult education helping institutions create, develop and implement successful educational programs. Entrepreneur assisting early-stage businesses to cut through the noise and engage with their audiences by creating marketing content strategy. Author of a content design method, the Creative Content Kit. Passionate about helping people find viable creative solutions for their businesses.

  • Anne Koning

    Managing Director at Granny Amsterdam

    Anne Koning is the Managing Director of Granny Amsterdam, advancing the company’s social, creative and campaign teams as the agency continues to evolve internationally. Before Granny, Anne spent 6 years in the Global Brand and Creative Marketing team at Netflix, including leading editorial and social and new series launches for Northern Europe. Anne started in the first social media agencies in Amsterdam, discovering her passion for TV and then spent 10+ years of her career in the TV Studio and social marketing business at SBS, Endemol and Viacom before joining Netflix. Over her career she has been honored with a few marketing awards including Best Brand on Social Media and a Bronze Lion for interactive campaign.

  • Aurélien Lepetit

    Artist, Designer, Artistic Director and Producer, Hijacker

    AL is interested in wellness and the destructive aspect of the human eternal search for limitless life, resources and energies, the exploration of exponential growth, stamina, bodily exhaustion and burnout. They squat environments and hijack situations where they are interested in the idea of performing productivity. Process-based practice, AL seeks to create and generate experiences with ephemeral and multi-sensorial sculptures that navigate between online and physical contexts. They use the creative process as a performative gesture and are working mainly site-specific, performing the production of unproductive and ephemeral documentations and archives process, live.

  • Cathelijne Blok

    DISCO Feminist and Art Historian. Founder of The TittyMag

    Creative and journalist Cathelijne Blok was in search of her own interpretation of the concept of feminism while writing her Master's thesis Art History. This quest has resulted in the online & offline feminist art platform + agency TheTittyMag. Together with The TittyMag team, she wants to creatively create a safe dialogue around inclusivity, empowerment and feminism to inspire and connect people through art.

  • David Robustelli

    Creative Director and Co-Founder at Capitola Social

    David Robustelli is founder and creative director at Capitola.Social, a creative social agency focussing on creating highly immersive and engaging Social Augmented Reality effects and filters. His experience with Augmented Reality goes back to 2007. After years of prototyping and creating both VR and AR experiences for brands, he started fully focussing on Social AR once the development platforms opened up for developers.

  • Dora Osinde

    Chief Creative Officer at Granny

    Pop culture expert Dora Osinde is Chief Creative Officer at Granny, a creative agency for the entertainment industry. At the Berlin headquarter, she develops major campaigns for global players like Netflix, Facebook or Spotify. Moreover, thanks to her creative talent, she has recently joined the Art Directors Club Germany. Dora’s secret: Always think social first. Prior, she worked as a Global Marketing Manager for Netflix and held various social media marketing positions at Asos or Zalando. With Granny, she follows the vision to turn brands into icons of pop culture.

  • Felipe Simi

    Activist and Founder of SOKO

    Felipe is a gay activist and one of the 5 most admired agency leaders by advertisers in Brazil. He was a member of the Cannes Lions jury in 2019 and The One Show in 2021 and named by Wired Magazine as one of the 50 most creative people in 2020. He’s founder of SOKO, an earned media agency that is building creative work awarded by Cannes Lions, The One Show, Clio and Fast Company.

  • George Gorg

    Fashion Content Creator, Model and Brand Manager

    When George learned how to embrace their identity, they opened up their world and allowed themself to plant seeds that grew into fruition and brought to life changes that gave the fashion industry a breath of fresh air. When they were 15, they were scouted and categorized as a male model, which, in itself, limited their potential. Until at 18, they stood up to their bookers and walked their first female fashion show at the London Fashion Week. With their newfound freedom, they began creating fashion content that tells a story and has the goal of inspiring self-acceptance in others.

  • Gustavo Nogueira

    Temporalist Researcher and Founder at Torus Time Lab

    Gustavo Nogueira is a researcher for temporalities that allow new world narratives and habits of existence for the next era; and develops projects and practices to collectively address the social, ecological, and technological urgencies of the next hour. He is the founder of Torus Time Lab, an initiative that questions the current relationship that we have with time and invites for temporal experiments through decolonial practices that connect art, science and spirituality. Brazilian from the Amazon rainforest region lives in Amsterdam since 2017 where he is also a member of the Time Machine Organization. Already conducted learning projects with leading companies and leading publishers in Latin America - such as Globo, Google, Netflix, Nubank, Santander, Spotify- addressing topics like the spirit of time, change, ancestry, futures, speculative design and decoloniality.

  • Hilla Peltola

    Communications Coordinator at The Fabricant

    Hilla Peltola is an Amsterdam-based Communications Coordinator at The Fabricant, a Digital Fashion House leading the fashion industry towards a new sector of digital-only clothing. Digital fashion is creative terrain where previously physically impossible becomes possible and self-expression is limitless. For The Fabricant, digital fashion is about returning to the heart of what fashion was always meant to be - a playful arena to explore and express our identities and individuality. In her work, Hilla focuses on communicating this message through content creation across different social platforms.  

  • Itoro Emembolu

    Researcher and Director at TechQuest STEM Academy

    Dr. Itoro Emembolu is a Director at TechQuest STEM Academy, a non-profit organisation which provides the much needed digital skills education to underserved communities in Africa. She is passionate about bridging the digital divide in Africa and improving the digital capabilities leveraging technology and associated platforms. Itoro has over 18 years cognate experience in telecommunications, Service Quality, Strategic Planning, Research, STEM Engagement, Monitoring and Evaluation.

  • Jasper Schilder

    Chief Editor and Creative at The Best Social Media

    Jasper is the Chief Editor of The Best Social Media, where he is responsible for the daily coverage, content and community management on the platform. In the past years Jasper has dealt with both building the community and tone of voice of The Best Social Media, as curating the community management of countless (award winning) brands in The Netherlands. As a fan of internet culture and social interactivity, Jasper believes that a dedicated community is one of the biggest strengths of a brand online.

  • Leander Roet

    Creative Strategy Lead at Snap Inc.

    Leander Roet is the Creative Strategy Lead for Snap Inc. in the Benelux and Nordics region. Before joining Snap four years ago, Leander has worked in several creatives roles at VICE Benelux.

  • Matt Klein

    Cultural Theorist, Consultant and Writer

    Matt Klein is a cultural theorist, consultant and writer whose work focuses on the psychosocial implications of technology on human behavior. Working alongside brands including Facebook, Columbia and MetLife, as well as TV producers, VC, non-profits and government agencies, Klein has become a trusted source in identifying cultural change and developing future-proofing business strategies. As a writer for Forbes, he covers trends in online behavior, and his cultural observations can be found in The New York Times, WSJ, The Atlantic, TechCrunch, CNBC, Virgin and Adweek.

  • Rico de Lange

    Executive Creative Director at Boomerang Agency

    Rico de Lange is a multidisciplinary creative with a track record of working for over 16 years within the creative industry. He started as a Designer and Art Director for a below-the-line agency, working for a lot of automotive brands like Mercedes-Benz. In 2015 he started working for Boomerang Agency as an Art Director, with clients like Heineken Netherlands, Desperados, Samsung and KLM. As the agency grew, Rico moved along towards the role of Executive Creative Director at the moment. From this position he is responsible for all creative output of the agency, as for the people in the Creative Department, working closely together with his team of Creative Directors. Next to that, Rico is still ‘hands on’, loves to create cool stuff and make it come to life. Currently as a Global ECD for Heineken International and Birra Moretti.

  • Robyn Ainsworth

    Social Media Content Creator at The Fabricant

    Robyn Ainsworth is an Amsterdam-based creative who specialises in Social Media Content Creation & Communications at Digital Fashion House, The Fabricant. Operating at the intersection of fashion and technology, The Fabricant creates digital couture and fashion experiences that are always digital, never physical. Robyn focuses on content coordination and copywriting to translate the visual concepts across The Fabricant social media platforms and interact with the digital fashion community, ultimately working towards a fashion future that is more sustainable, equitable and collaborative.

  • Roos van 't Hof

    Community manager and Creative at The Best Social

    Roos is a community manager and creative at The Best Social Studio and has worked for brands like Albert Heijn, Allerhande, Absolut Vodka, Malibu, Jameson Whiskey, Picnic and more. Her expertise lies in the field of engaging with online communities and creating content with their input. Her ultimate goal is to find the sweet spot between what fans want to hear and what they want to talk about. With her 4,5 years of experience with big online communities she has experienced that community management is a great tool to minimize damage to a brand.

  • Ruben Horbach

    Innovation and Strategy Director at Gravity & Triple8

    As a digital innovation strategist, Ruben is fascinated by the relationship between the exponential growth of digital technology, the adoption and evolution of customer behaviour and the transformation of business to adapt to these new landscapes. He has spent 10 years immersed in digital with a core focus on mobile, Augmented & Virtual Reality, Artificial Intelligence & Machine Learning and beyond. As Innovation & Strategy Director at Gravity & Triple8, Ruben is responsible for bridging the gap between client needs and the endless possibilities of digital innovation. Before joining Gravity he was responsible for Innovation & Digital Strategy with ETECTURE in Frankfurt, created NowLab for dentsuACHTUNG! in Amsterdam and was Head of Innovation for Somo in London.

  • Sergio del Puerto

    Creative Director and Founder of Serial Cut

    Sergio del Puerto is the founder of Serial Cut, a creative and art direction studio for advertising & art, making iconic imagery & animation by using real tactile sets, CGI or virtual. Founded in 1999, the studio has a strong style, combining both pop culture and a touch of surrealism, which results in iconic images that always invite to a more thorough second read and where the concepts, with tridimensional shapes and colors, often plays a significant role for a sleek result. The studio counts on art directors, 3D artists and photographers to take part in the creation of highly careful images, no matter digital, tactile or AR or VR.

  • Ward Geene

    Entrepreneur and Media Producer

    Ward Geene is an entrepreneur and media producer with over 10 years of experience in the gaming and esports industry. He works with brands, organizations and media to be successful in the esports sector. Geene is the CEO at Streamdoctors and he worked with brands like Red Bull, IGN, Vodafone, ESL, and Ahoy Rotterdam to develop and execute strategies and campaigns. He is focussed on helping others to understand esports and its unique culture first before taking the next step.

FAQ

The Best Social Conference

28 Oct. 2021

This section is constantly being updated to be as complete as possible. Get in touch if you can’t find what you need.

What is The Best Social?

We are an Amsterdam and Berlin-based company that lives and breathes social media, by emphasizing the quality, innovation and entertainment of social content. We curate, create and celebrate the best of social media.

Is the conference fully digital?

Yes. All the talks, networking options, and virtual booths are fully digital.

Who should attend The Best Social Conference?

Social media professionals from publishers, brands and strategists to creators, artists, influencers, social pioneers (and just curious minds).

What will the content be like?

We focus on social media that is socially and culturally relevant: how is social media shaping society and being a force of influence in different cultures? All the content will be divided into our three tracks: innovation, creativity and impact. All talks will be in English, encouraging as many people as possible to join.

How do I join the day of the event?

The Best Social Conference will be held on an online events platform called Hopin from 12 pm to 19 pm (CEST). As part of the registration process, you’ll create an account on Hopin and use that account to log into the event day of.

What will my ticket include?

You will access all our stages, sessions, networking chats and sponsor’s virtual booths during the conference day. Only if you have a Pro ticket, you will receive the conference talks recorded in your inbox after the event.

How can I pay a ticket?

The payment of the registration fee takes place during the checkout process and has to be done in full, by Visa, MasterCard or AmEx, in order for You to receive access to The Best Social Conference. If you wan't to attend the event but you don't have any of these options of payment, don't worry. Please send us a message to [email protected] and we will invoice you and send a ticket to you.  

When is the final time schedule released?

We take pride in providing a varied and inspired line-up. We work hard on tailoring each time slot, making them all must-see! The final time schedule is released a few weeks in advance.