In a crowded digital landscape, the brands that stand out are the ones that build real community. In this session, Diandra Lamas, Community Engagement & Programs Manager at Yelp, shares how Yelp creates trust and loyalty by putting human connection at the center of its marketing with the Yelp Elite Squad.

Through storytelling, local experiences, and authentic relationship-building, Diandra breaks down how brands can engage communities in ways that feel meaningful.. Attendees will learn how to design events that resonate, amplify local voices, and turn everyday engagement into long-term brand advocacy.