Agenda Day 1

Thursday, May 15, 2014

8:00a-6:30p Registration
8:00a-8:45a Morning Coffee
8:45a-9:30a

TSN is Canada's Sports Leader on television, digital platforms and social media. On a daily basis, TSN's captive and passionate audience consumes its content at home, at work and on the go. Hear from Mark Silver, Head of Digital at TSN on how to employ a holistic approach to the brand experience to satisfy your audience's insatiable appetite for content with examples from TSN's own campaigns.

  • Welcome:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
Mark Silver
  • Keynote Speaker:
    Mark Silver, Head of Digital, The Sports Network (TSN)
9:30a-9:50a Morning Break
9:50a-10:50a

To have a successful paid search strategy, you need to execute your campaign using best practices. These include having the right level of keyword depth, the optimal mix of match types, well-written ads, optimized landing pages, and an account structure that maximizes your possible quality score. Are you optimizing the mobile and tablet opportunity? Do you need a tactical bidding strategy? If you're an advanced search marketer, you should also consider segmentation models to truly outwit the competition.

This session will highlight:

  • PPC ad copy best practices
  • Market research using keywords
  • A live demonstration showcasing how to create mindshare using Bing Ads Intelligence
  • Moderator:
    John Lee, Managing Partner, Clix Marketing
  • Speakers:
    Mona Elesseily, VP Online Marketing Strategy, Page Zero Media
    Andrew Yang, Search Evangelist, Microsoft Canada

This session will outline how to assess, gather data, and perform a successful SEO audit of your or your client's websites. During the SEO process, it's important to know the tools and when and where to use them. Using real-world examples of sites that had issues, what the issues were, and how those issues were resolved, attendees will learn:

  • When you need to perform an SEO audit
  • What tools you can use
  • How to spot SEO issues you need to fix
  • Moderator:
    Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas
  • Speakers:
    Bill Hartzer, Senior SEO Strategist, Globe Runner
    Dave Rohrer, Senior SEO Strategist, Covario

The point of engagement through content is coming ever closer to the point of transaction through digital commerce, lead generation, and audience development. This convergence makes the contribution of media to a business much more visible, immediate, and measurable.

Using examples of integrated strategies for paid, earned, and owned media, this session will show you how to get agencies and stakeholders to work together, and how to report, analyze, and optimize marketing efforts across silos.

Takeaways will include:

  • The definition of an integrated earned/owned/paid strategy.
  • Ways to get people in silos to work together around shared goals without actually breaking down silos or randomizing their workflow.
  • Examples of integrated reporting, effective tools, and process flows that address constant optimization.
  • Methods to use your data to deliver personal and adaptive messaging to your customer.
  • Predictions and trends in paid, owned, and earned media for 2014 and beyond.
  • Moderator:
    Marc Poirier, Co-Founder & CMO, Acquisio
  • Speakers:
    Steve Hammer, President, RankHammer
    Paul Kraemer, Director, Strategic Planning, DAC Group
10:50a-10:55a Session Interval
10:55a-11:55a

There's little doubt that Bing will acquire more query share as their audience grows and search marketers catch up to their lower CPC. Now is the time to take advantage of Bing's offerings for your business. In this session we'll cover all things Bing Canada, from using Bing Places to claim your business listing, Bing Ads search marketing and even Bing Product Ads. We'll wrap up with some power analytics that you must be using with your Bing Ads search campaign.

  • Speakers:
    Andrew Yang, Search Evangelist, Microsoft Canada
    Filip Kudjerski, Search Marketing Specialist, OutReach
sponsored and presented by Bing

Content marketing has become a buzzword, with Google pushing marketers to create compelling content in order to be found. However, marketers are quickly realizing that producing content is a long-term process in which they are rewarded for quality. In addition, marketing efforts need to be predictable and repeatable.

This session will offer tips for creating a content strategy, developing and producing winning content, and achieving client buy-in. You will learn how to:

  • Develop actionable personas.
  • Generate content that resonates with your target audience.
  • Differentiate between content strategy and content marketing.
  • Develop models for predicting content success.
  • Create content at scale.
  • Amplify content effectively.
  • Get your client to invest in content.
  • Moderator:
    Jim Hedger, Writer & Broadcaster, Digital Always Media
  • Speakers:
    Natalie Henley, Vice President, Marketing, Volume Nine
    Brian Rotsztein, President, CIMA

What will the future hold for marketing optimization? And how can you use today's real "best practices" to get ahead of competitors?

Does it feel like you need a crystal ball that tells you what your prospects really want? You can know using strategic marketing optimization testing. In this session, you'll learn:

  • How to know what your customer is thinking
  • How to discover your most powerful value proposition
  • How to avoid the risks in your next website redesign
  • The 6 ways to bring your web marketing into the future
  • Speaker:
    Chris Goward, Co-Founder and CEO, WiderFunnel Marketing Optimization
11:55a-12:05p Session Interval
12:05p-1:00p

Gone are the days of traditional marketing as we enter the age of #inthemoment. Today, consumers are actively engaging across multiple devices. Armed with applicable examples of successful brands utilizing Twitter as part of their marketing initiatives, Kirstine Stewart, Head of Twitter Canada will share her thoughts on how Twitter fits into the vast digital marketing ecosystem. Hear the story of her own transition from a traditional media company (CBC) to head up one of the largest digital/social media organizations in the world, as well as her plans for Twitter Canada.

Kirstine Stewart
  • Keynote Speaker:
    Kirstine Stewart, Managing Director, Twitter Canada
1:00p-2:00p Networking Lunch
2:00p-3:00p

Social advertising campaigns are no longer just about having the best content, but also about having the best placement and getting a positive return from Facebook advertising efforts.

According to Adobe's 2013 Social Media Intelligence Report, Facebook is becoming increasingly attractive to brand marketers: ad click volume is up by 29% year over year, ad impressions by 85%, and cost per thousand ad impressions by 120%. By incorporating social advertising into your paid media mix, you can create opportunities to reach and engage with customers, broaden brand awareness, and encourage direct response.

This session will explore themes, trends, and content strategies for social advertising. You will learn how to:

  • Leverage Facebook advertising to get increased visibility and target the right audience.
  • Capitalize on social marketing opportunities.
  • Use social platforms to build community, improve brand lift and conversion rates, mobilize followers, and generate revenue.
  • Moderator:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
  • Speakers:
    John Lee, Managing Partner, Clix Marketing
    Aaron Levy, PPC Team Lead, SEER Interactive

For several years, we've been hearing that this is going to be the year of mobile. Have we finally got there? With so many opportunities and channels to engage with customers, the challenge is growing for organizations to optimize their mobile strategies to positively affect their bottom line.

This session will show you which type of mobile site is right for your company. Hear case studies that point out real-life mistakes in building a dynamic serving mobile site. Learn how to integrate mobile into your overall marketing strategies to significantly boost reach and revenue.

This session will cover:

  • The similarities and differences between mobile and desktop SEO.
  • Canonical tags-still your BFF.
  • PageSpeed-one of the most overlooked factors for your new mobile site.
  • Brand new, top-level findings on the who, what, when, where, and why of smartphone usage in Canada.
  • A case study from Catalyst that provides insights into how Canadian consumers' smartphone usage is evolving.
  • 15 immediate actions to take when building out your mobile marketing strategies.
  • How consumers' smartphone usage differs based on their location - on the go, at home, or at work - with major digital discovery implications for brands.
  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Jeff Lancaster, CEO, Catalyst
    Cong Lu, Search Marketing Consultant - Customer Experience, Bell Business Markets

The Direct Marketing Association projects that email marketing returns $28.50 for each dollar spent - the highest ROI of any other direct response channel. This session will explain how organizations are leveraging email to generate and nurture leads, build relationships, close direct sales and grow bottom-line revenues.

This fast-paced session will provide real-world examples of inexpensive strategies and tactics you can implement with your own email program. We'll cover:

  • Practical tips for building your own in-house email list
  • Ways to more effectively use third-party email lists for lead generation
  • Tips for developing an effective email DRIP campaign for lead nurturing
  • Building relationships and closing the sale with email
  • Leveraging what's new in email marketing: video, social sharing, mobile and more

You'll leave with at least three ideas for things you can test and implement to improve the performance of your own email program.

  • Speaker:
    Jeanne S. Jennings, Consultant, Email Marketing Strategy, JeanneJennings.com, Inc.
3:00p-3:30p Afternoon Break
3:30p-4:30p

Search is the first point of convergence between brand perception and action. It's a user-initiated opportunity to reinforce messaging from other channels, yet search marketers all too often operate in a vacuum, focused on optimizing this channel but without information on what initiatives are happening in other channels. The session will detail easy-to-implement opportunities to connect strategies from other channels to search marketing initiatives, and vice versa, presenting case studies and tactics through 4 different themes:

  • Paid Search and Natural Search
  • Search and Display
  • Search and Product Listing Ads
  • Search and Offline
  • Moderator:
    John Lee, Managing Partner, Clix Marketing
  • Speakers:
    Guillaume Bouchard, CEO, iProspect
    Marc Poirier, Co-Founder & CMO, Acquisio

Think back to those great videos you created: how long were they—2 minutes, 3 minutes? Now consider all the footage you shot to get to this final length. You could be using this extra material for brochures, direct marketing pieces, bonus materials, and winning social media campaigns—and that's just the start!

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. Which Android or iOS apps should you be using? Attend this session to learn:

  • When to use YouTube Capture, Instagram, or Vine.
  • How going digital can help with the nondigital.
  • How to get attention in the age of short attention spans.
  • How to get the most out of quick videos.
  • How to measure the success of mobile video campaigns.
  • Moderator:
    Ploy Tang, Conference Producer, Incisive Media
  • Speakers:
    Greg Jarboe, President & Co-founder, SEO-PR
    Mike Leon, President & Co-Founder, Brand Heroes
Details to follow.
  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas
    Jim Hedger, Writer & Broadcaster, Digital Always Media
4:30p-5:30p

This roundtable forum provides an opportunity to learn, network, and share information with peers and leading industry specialists. Roundtable discussions focus on various topics and each feature two experts. Choose the roundtable most pertinent to you and join the conversation! You may move freely between roundtables to make sure you get the most out of this session. Continue the discussion afterward over a few drinks at the Networking Cocktail Reception. Topic include:

1. SEO Tools & Technology
2. Paid Search Tactics
3. Big Data & Marketing
4. Web Analytics
5. Social Media Marketing
6. Creative Content Strategy
7. Conversion Rate Optimization
5:30p-6:30p Networking Cocktail Reception sponsored by Page Zero Media

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.