Agenda Day 2

Wednesday, August 13, 2014

8:30-6:30 Registration

The race is on for brand and platform dominance in Social, and the lead horses have come to share their insights. With the never-ending myriad of Social Media Advertising, Content Marketing, Retargeting, Mobile and every iteration of Facebook, Twitter, LinkedIn, Google+... we need to get a bigger picture sense of what is important and why. And that's exactly what this panel will nail: budget priorities, staffing, strategies and the how-to's behind what's working and what's not.

  • Moderator:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
  • Panelists:
    Shannon Sullivan Duffy, Head of Marketing, Direct Response Products, Facebook
    Jeanette Gibson, VP, Community & Customer Experience, Hootsuite
    Chris Pemberton, Digital Brand Manager, Ghirardelli Chocolate Company
    Jim Habig, Product Marketing, Youtube
10:30-11:00 Morning Coffee Break in the Sponsor Area sponsored by MajesticSEO

This session will take you through the customer journey - in your local ecosystem. The session will cover how all of the channels play a significant role in converting the customer in the local ecosystem touching on:

  • Local, hyperlocal (social), and paid channels as well as on-page/off-page.
  • Best practices for each channel specifically focusing on local SERPS and local customers
  • How a cross-channel integrated strategy helps convert customers
  • Case studies of local businesses sucessfully leveraging cross-channel strategies
  • How businesses can focus on local customers and how to capture them from the local ecosystem
  • Speaker:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing

If you're interested in engaging customers online, you're probably already posting content on social media. Even though the average company uses 6 social networks for marketing, they're largely "unsure" about the results. So how do you know what to post, and when, and where, if you want social ROI that really matters? A multi-channel content approach sounds like a lot, but a smart strategy has built-in opportunities to engage prospects and influencers. In this session, led by content marketer Katherine Griwert and Digital PR specialist Mel Carson, we'll walk you through tips and tactics on strategic content for social.

You'll learn answers to common challenges, including:

  • How to tap into social conversations to create engagement-focused content
  • How to carry one content asset across your social pages for maximum ROI
  • What types of unique headlines, hashtags and interactions work on leading networks
  • How to get the right influencers to share your brand's message for better engagement and reach
  • Simple ways to measure success so you can make intelligent, efficient content choices
  • Speakers:
    Mel Carson, Founder and Principal Strategy Consultant, Delightful Communications
    Katherine Griwert, Head of Marketing, Content and Communications, Brafton

Today's consumers are true digital natives. They seamlessly move between platforms, channels and even devices. In this age, technology and data are crucial in order to help us identify the footprints created by these consumers. Data insights platforms and DMPs tell us where our consumers are, when they are there and their propensity to engage with us. But in a world where consumers get bombarded with messages, it is not enough to know when to talk to them and where to talk to them, but we need to know what to say to them as well.

Attends will learn how to leverage social and content listening tools in order to create impactful messages that will speak to their audiences in their native and unique voice in order to create a meaningful connection.

  • Speaker:
    Benjamin Spiegel, Managing Director, Strategy, GroupM

A lot of companies have increased their investments in online marketing because it is more measurable, as opposed to conventional media such as television. Tracking what leads to sales conversion, however, has become increasingly complicated. Everyone also knows last click or first click attribution are too simple to meaningfully represent today's omni-channel ultra-connected consumer. Indeed, they can steer you in the wrong direction. So it's not surprising that multi-channel tools and attribution modeling are one of the hot topics in digital analytics. However, as with any technology, insights don't just magically appear on their own, and you need to do some work.

In this session, you will:

  • Learn what different attribution models can and can't tell you
  • How to allocate your budget and set your targets
  • See how customizing models with your marketing priorities in mind will deliver new insights to drive efficiency
  • Speaker:
    Crispin Sheridan, VP, Digital Scale and Operations, Integrated Digital, SAP

YouTube offers a mobile video app called YouTube Capture. Facebook has introduced a way to share 15-second videos on Instagram. Vine, the mobile service from Twitter, creates 6-second looping videos. Success with microvideos requires the same elements as any good desktop-content program: good content, social marketing, community management, and outreach/PR.

This session will describe each component, discuss common mistakes, cite case studies, and provide best practices. You will learn:

  • How to create video content that speaks directly to the audience.
  • How to determine which platform to use and where to embed and share videos.
  • How to boost the visibility of your videos in the search results.
  • The importance of quality social network connections over quantity.
  • Tactics to connect with influencers with social properties.
  • How to measure the success of mobile video campaigns.
  • Speaker:
    Greg Jarboe, President & Co-founder, SEO-PR

Knowledge is being created and shared at unprecedented rates. People are now sharing original content, forming and joining virtual communities, organizing activities, tapping into the advice of others and sharing experiences at scale and without boundaries. This collective knowledge is enabling people to rapidly learn, act with greater confidence and influence others in entirely new ways. In fact, social is now the #1 use of the internet, with 94% using it to learn, 78% to share knowledge and 49% to engage experts. With 2 billion social connections and more than 3 billion expressions per day, it's fueling the emergence of a knowledge economy and empowered individuals.

As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. With individuals expecting to engage when and how they want, organizations are tasked with encouraging and supporting collaboration for employees, customers, partners and citizens while keeping an unrelenting focus on user experience. How can they do this, while safeguarding the integrity of both the business and the brand?

The following will be discussed in the session:

  • Building a community across various channels
  • How to sustain and grow your audience and advocates
  • Case studies of brands doing it right
  • Speaker:
    Michelle Killebrew, Program Director, Strategy & Solutions, Social Business, IBM

Yikes! With the explosion of new search ad formats and social/display options often added to your responsibilities your time is more valuable than ever. However you can't afford to let the foundational PPC elements of your campaign fail. Luckily campaign automation combined with bid management can take some of the load off of your shoulders. In this session we will discuss how best to use automation to improve results and make your job more manageable. Focus will include:

  • What to automate and what not to automate
  • How to combine automation with human power for winning results
  • Creative and strategic techniques
  • How to pick platforms and technologies
  • Time management for adding the human touch and prioritizing initiatives
  • Speaker:
    Kevin Lee, Founder & CEO, Didit
  • See how Yahoo makes it easy to get more customers
  • Hear from an advertiser who's seen success
  • Ask questions directly to the ad product team
  • Speakers:
    Brian Crowder, Senior Design Manager, Yahoo
    Russ Mensik, Senior eMarketing Manager, WebMetro
    Leo Polanowski, Head of Client Service, Yahoo
    Joe Stephens, Senior Manager of Ad Strategy, Yahoo
    Maya Venkatraman, Ad Experience Designer, Yahoo
sponsored and presented by Yahoo Gemini
12:35-1:45 Networking Lunch

Local search marketing has evolved to the point that in order for brands to achieve maximum exposure in online search results, they must employ a sound local search strategy among their owned assets and complement that strategy with effective paid search marketing at the local level. This session will provide attendees ideas and tactics around how to drive traffic to local business websites and customers to local store locations with a comprehensive local search strategy, and also how to effectively use local paid search campaigns to increase customer conversion rates.

  • Speakers:
    Andrew Beckman, CEO, Location3 Media
    Jenya Denissova, Head of Channel Sales, Traditional Media, Franchise & Real Estate North America, Google
    Renae Fogarty, Director Internet Marketing, FASTSIGNS International

It can take a lifetime to build a good reputation and an afternoon to destroy it. In this session we'll walk through the different ways that your reputation can be impacted, how you should prepare for an issue, and how you should respond. We'll go through real life examples of companies that have encountered some form of online reputation hit, either of their own creation, or by a third party. We'll talk about what they did, and what they should have done, with real life tactics that can apply to your business. So regardless of whether it's a Facebook slip up, an erroneous tweet, or a negative search listing, we'll talk you through the steps to prepare and recover your brand's reputation.

  • Speaker:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.

The days of building and targeting audiences using a "spray-and-pray" tactics are over. Modern B2B marketers use big data generated by their prospects' digital touchpoints to hyper-target campaigns and generate sales-qualified leads. Zak Garner, Direct Marketing News 40 under 40 winner and experienced B2B digital media planner, will discuss how today's advances in big data marketing can give companies competitive insights on which prospects to target; the right cadence of touchpoints; and the channels that should be used for maximum message delivery impact and ROI.

  • Speakers:
    Zak Garner, Director of Customer Success, 6Sense
    Aaron Kahlow, CEO & Founder, Online Marketing Institute

Forget everything you know, or think you know about auditing an AdWords account! In this presentation, you will hear concrete answers to the quintessential SEM question - How well are my PPC campaigns doing? - and provide concrete steps on what to do if they're underperforming. You will learn:

  • Up To Date Competitive Benchmarks: What's a Good Click Through Rate? Conversion Rate? Quality Score? Cost per action? - This session will review easy ways to tell if you're beating the average or if your campaigns need work.
  • Live Account Audits: To demonstrate the dramatic difference between succeeding and failing at paid search, a live audit of two real-world, competing AdWords accounts will take place.
  • The 3 Key, Key Performance Metrics: There are thousands of key metrics in SEM. This session will show data which reveals the 3 metrics that track most closely to AdWords success, and why.
  • Secrets of the Top 1% of AdWords Advertisers: In this session review ad copy and landing page tactics employed by the top 1% of most successful advertisers.

Attendees will leave with a powerful new framework for auditing and troubleshooting PPC accounts.

  • Speaker:
    Larry Kim, Founder & CTO, WordStream, Inc.

In this session learn how a highly customized mobile experience yielded increased user engagement and key data insights. Understand how Nissan and The Spinifex Group designed a program with key technology that no other automotive brand is using to provide key data indicating what products, information and locations within the booth at an auto show were most popular and where attendees were spending the most amount of time. Find out more about how the concept was put together and how this information was used to create quality engagement and experiences for consumers.

  • Speakers:
    Ben Casey, VP, Digital Engagement Marketing, Project: WorldWide
    Erich Marx, Director, Website & Social Media Marketing, Nissan
  • Enhancing your social media with video marketing
  • How to combine these two channels effectively for multiple exposure
  • Speaker:
    Grant Tilus, Associate Inbound Marketing Manager, Collegis Education

All consumers are digital consumers; yet, most companies don't have the strategic tools to deliver against what consumers will want next. What makes a digital consumer is not demographics or psychographics. It's behavior - and there are new patterns for thinking and doing that almost all digital consumers engage in.

In this in-depth presentation of digital ethnographic research conducted for The Digital Consumer Collaborative, we will describe how consumers think when assisted by digital devices and its impact on their decision-making, their ability to act spontaneously when a thought arises, their ability to 'queue,' and their expectations from digital in the next three years. We will describe the movement away from omni-channel to digital context.

This presentation will help you:

  • Think about digital context and its impact on technology and marketing strategy
  • Learn how customer journey and other strategic concepts must progress to address shifts in consumer decision-making
  • Think about what makes a 'created' moment
  • To design research to go deep into the future of how people will behave
  • Speakers:
    Roger Beasley, Chief Strategy Officer, Erwin Penland
    Jessica Correa, Vice-President, Marketing, Carpet One Marketing
    Martie Woods, Lead Strategist, Stone Mantel

In this must attend session, you will find out several different types of digital assets that you can add to your site, and then how to leverage those digital assets to take the greatest advantage of building your brand mentions, as well as optimizing these campaigns to reap the greatest benefits of your SEO and your SMM, and your content marketing campaigns. Boykin will show you a world where you don't have to think about "link building", or worry about google updates. The session will show you how you can create great digital assets, and have those shared and spread.

Some of the digital assets which Boykin will cover are: Infographics, quizzes, contests, guides, how to, news, widgets, and more.

  • Speaker:
    Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
sponsored and presented by Internet Marketing Ninjas
3:15-3:45 Afternoon Coffee Break
  • Innovative mobile ad formats
  • Best practices on how brands are working mobile into their overall marketing strategy
  • Measuring the effectiveness of campaigns
  • Moderator:
    Kendall Allen, Founder, Influence Collective, LLC
  • Speakers:
    Karthik Ramakrishnan, CEO, Gallop Labs
    Lauren Weinberg, VP of Global Research and Insights, Yahoo

As consumers become more fragmented in their use of technology, brands need to be agile and strategic about how, when and where they reach them. Armed with this insight as well as massive amounts of data on ticket purchasers, Live Nation overhauled its digital offering, leveraging its website, data, offline assets, and more to create custom content programs and platforms for brands. From geo-fenced, contextually relevant and real-time updates, branded content, to integrated social media components, hear how the world's largest live entertainment company shifted their online strategy to connect with their 400 million and counting loyal fans, everywhere they are. Attendees in this session will learn how to:

  • Utilize your data to effectively reach and engage with your consumer base
  • Create and attract viewers to original video content hosted on your website
  • Build a website as a social hub to engage with fans
  • Speaker:
    Jeremy Levine, SVP, Digital Sales, Live Nation

In an age when so many are quick to abandon the old in favor of the new, Harry's has gone against the grain to win over customers - and their stubble - with a fresh take on banner display ads that has contributed to the company's rapid growth. In this session, you'll learn the different strategies and channels that are driving results for Harry's, and other innovations in display marketing.

  • Speakers:
    Dave Hendricks, President, LiveIntent
    Jeff Raider, Co-Founder & Co-CEO, Harry's Grooming

Is your website is not getting the traffic you expected? Does your site have a high bounce rate and low engagement? This session provides step-by-step checklists and examples to help designers, developers, and other web professionals identify and fix site issues to ensure they're following best usability, user experience (UX), and findability best practices.

  • Identify usability best practices for desktop/laptop computers, tablets, and mobile phones
  • Dos and don'ts for website navigation
  • Actionable recommendations that provide immediate improvement in site performance
  • Plenty of tips, techniques, and resources for do-it-yourselfers
  • How to select the right tools for your business
  • How to streamline usability, UX, and findability site audits
  • Speaker:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

A rare look at how the world's leading agencies are making digital innovation the next creative breakthroughs for the brands we all admire most.

In this session you hear from the heads of digital at the most admired and creative agencies on the planet. This bare bones frank conversation about what drove success and even more importantly, how to avoid failed thinking will not only illuminate the agency folk in the room, but will inspire all of us brand and small business marketers to think outside the box and really drive big market share gains through Digital, Social and Mobile Marketing breakthrough ideas.

  • Moderator:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
  • Panelists:
    Doug Chavez, Global Head of Marketing Research and Content, Kenshoo
    John Battelle, Executive Chairman, sovrn Holdings Inc.
    Jason Burby, President Americas, POSSIBLE
    Michael Kahn, CEO, Performics
    Dan Khabie, Chief Executive Officer & Co-Founder, Digitaria / JWT
5:30-6:30 Happy Hour sponsored by Stone Temple Consulting
6:30 End of Day Two

Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.