Agenda

Session Filters

Day 1 Monday, July 13

8:30am - 12:30pm

The Domino Effect and the Billion-Dollar Differentiator: Create & Activate Your Owned Audience

AM Workshop
  • John Triplett, Investis Digital
  • John Triplett
  • Benchmark your company’s efforts against the competition and your skill set against your peers to find the topics and tactics you need to use in 2020
  • Learn how a written strategy helps you ideate and create user-focused content for each stage in the customer journey
  • Learn how to activate your content and channels with the customer journey
  • Determine what’s working, what’s not, and how to test with measurement and CRO
  • Manage your owned audience and prove the value it creates for your organization
  • Prove your ROI and how to communicate that with the C-Suite
  • Get access to the interactive workbook, tools and materials to guide you through your ongoing efforts when you get back to the office
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing

How to be an SEO Jedi in 2020

AM Workshop
  • Greg Gifford, SearchLab
  • Greg Gifford

At the end of this workshop, you’ll be able to:

  • Identify and correct technical issues that affect SEO
  • Use google analytics like a pro
  • Use search console to find issues and opportunities
  • Conduct keyword research the right way
  • Optimize your site
  • Write awesome content
  • Structure your site correctly
  • Identify and acquire quality inbound links
  • Analyze competitors and what they’re doing for SEO
  • Optimize Google My Business
  • Create awesome customized reports
  • Tie it all together into a cohesive strategy
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • SEO & Search

Forget Everything You Know About Email Marketing

AM Workshop
  • Jen Capstraw, Women of Email
  • Jen Capstraw

At the end of this workshop, you’ll be able to:

  • List the components of a complete email program
  • Determine email best practices worth busting
  • Implement The Goldilocks Zone: A practical path to personalization
  • Break free of batch ‘n blast
  • Know when to just say no to A/B testing
  • Name the essential components of preference centers that work
  • Use the feng shui approach to email design
  • Understand the future of email
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2C

1:15pm - 2:30pm

Opening Keynote

Keynote
  • Carol Carpenter, Google
  • Carol Carpenter

2:30pm - 3:00pm

Make FOMO Part of Your Content Strategy

  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Leverage the power of social content and social experience
  • Scale a team of one to many for live content coverage
  • Select content channels that reach your target audience
  • Plan your content playbook for intriguing storytelling from any moment
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video

Proof that Digital Media Drives In-Store Traffic & Omni-Channel Sales

  • Theresa Moore, initiate-it
  • Theresa Moore
  • Segment your audiences for improved CRM, media & social performance
  • Select the right ways to measure the success of creative assets, media performance & sales
  • Know which tools to use for testing & optimization
  • Ask better questions to drive business results
  • B2C
  • Customer Experience
  • Lead Gen / Conversion / Retention

3:15pm - 3:45pm

Influencer Marketing Strategies to Grow Your Audience

  • Ursula Ringham, SAP, Inc.
  • Ursula Ringham
  • Develop a programmatic influencer marketing strategy
  • Determine which influencers are best for your audiences
  • Build lasting relationships with influencers
  • Create authentic content that tells your story
  • Effectively reach new audiences
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Injecting Data into the Design Process

  • Brian Massey, Conversion Sciences
  • Brian Massey
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and data-driven precision
  • Use and understand the data from your results more efficiently for future tests
  • B2B
  • B2C
  • Ecommerce
  • Lead Gen / Conversion / Retention

Reduce, Reuse and Recharge Your Revenue With Strategic Video & Content Marketing

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez
  • Create 144 pieces of promotional videos, marketing materials, and social media content from 12 videos (1 per month)
  • Make a monthly content plan with one video a month
  • Develop a step-by-step process for creating a content calendar promoting new content and reinvigorating “old” content & videos
  • Use tools & resources to help streamline creating and distributing video content
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video

4:00pm - 4:30pm

Inclusive Design – Why Digital Accessibility Is A Must

  • Christi Olson, Microsoft
  • Christi Olson
  • Understand the 5 guiding principles for creating accessible content
  • Find and use free tools to check for visual, auditory, physical and cognitive disabilities
  • Adopt the same principles Microsoft has for creating and designing for accessibility in everything they are doing
  • B2B
  • B2C
  • Content Marketing
  • UX & Design

The Authenticity Lie: How to Build Loyalty Through Storytelling

  • Eric Thomas, SAGA MKTG
  • Eric Thomas
  • Build a digital identity that is unique to YOUR brand.
  • Understand how current brands are using trends to “feel” authentic
  • Use Digital Storytelling to do consistent cross-platform world building
  • Make “boring” brands more engaging
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience
  • Storytelling

4:45pm - 5:15pm

The Goonies Guide to Showing up in Local Searches

  • Greg Gifford, SearchLab
  • Greg Gifford
  • Understand the additional signals involved with Local SEO
  • Optimize both on-site and off-site signals to influence local search rankings
  • Optimize Google My Business for better visibility and better first impressions with customers
  • B2B
  • B2C
  • SEO & Search

How to Talk to Your Customers in a Voice First World

  • Dave Isbitski, Chief Evangelist, Amazon
  • Dave Isbitski
  • Understand the additional signals involved with Local SEO
  • Optimize both on-site and off-site signals to influence local search rankings
  • Optimize Google My Business for better visibility and better first impressions with customers
  • Artificial Intelligence
  • B2B
  • B2C
  • Voice / AR / VR

The Era of the Social Brand Troll: How We Got Here and What You Should Do

  • Obele Brown West, Tinuiti
  • Obele Brown West
  • Understand the impact of social “troll” marketing on consumers and public sentiment
  • Use specific criteria to evaluate whether this form of social connection is right for your company
  • Gain clarity on what contributes to valuable “human” relationships and engagement on social
  • B2C
  • Branding
  • Ecommerce
  • Social Media

5:15pm - 6:15pm

Opening Reception

Reception

Day 2 Tuesday, July 14

8:30am - 9:00am

The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Perform a quick, simple and action-oriented social media audit to prioritize your content, community management and conversion strategies
  • Apply the same tactics the world’s leading brands are using to take community management to the next level (i.e., Wendy’s, etc.)
  • Learn what to post, where, when, and how to engage – what Facebook and other social networks will penalize content marketers for including click-bait and fake news, engagement-bait and links which live outside of the native platform
  • Fine-tune your approach to finding your customers on social media and build long-lasting relationships one by one through direct conversation and content that converts to sales.
  • “Futureproof” your company & job over the next decade as AR/VR and advancements in technology disrupt marketing further by creating more noise and friction between brands and their customers.
  • Artificial Intelligence
  • B2B
  • B2C
  • Lead Gen / Conversion / Retention
  • Social Media
  • Voice / AR / VR

Viral Velocity: How to Build Buzz at Record Speed

  • Simplify complex ideas and increase their viral velocity
  • Seed content with influencers who will spread it
  • Activate emotions to trigger immediate action in your audience
  • Package data to make your company valuable to the trending media conversation
  • B2B
  • B2C
  • Content Marketing
  • Data & Analytics
  • Social Media

Break The Rules: How Brave Brands Are Challenging The Status Quo

  • Nicola Smith, REBEL & REASON
  • Nicola Smith
  • Understand why conformity is killing your brand and how to stop it
  • Break the rules or conventions of your industry to move your business forward
  • Apply challenger thinking and strategies to your brand and marketing initiatives
  • Learn best practices of brands challenging the status quo to increase sales, customer loyalty, awareness and engagement
  • B2B
  • B2C
  • Branding
  • Culture, Impact & Leadership
  • Customer Experience

9:15am - 9:45am

Humanization Is the New Personalization: Driving Growth With Good

  • Jen Capstraw, Women of Email
  • Jen Capstraw
  • Understand how dignity and morality have become central to business growth
  • Replicate exceptional examples of empathy in action
  • Identify common tactics and tricks that are past their prime and ready for retirement
  • B2B
  • B2C
  • Branding
  • Personalization

Building Teamwork to Achieve Innovative Results

  • Mitch Lowe, Netflix
  • Mitch Lowe
  • Culture, Impact & Leadership

Core Connection: How to Turn Your Contacts into Customers

  • Veronica Romney, ModernMarca
  • Veronica Romney
  • Clarify your brand’s core position
  • Find where and how your company’s core connects with your customers’ core
  • Use those connections to align the actions and thoughts of your organization to your customer’s ambitions [at the personal, team, and organizational level]
  • B2C
  • Branding
  • Conversion
  • Customer Experience

10:00am - 10:30am

Trophy Unlocked: 4 Ways to Get Better Metrics for Your Social Content (with Tool Recommendations!)

  • Carmen Collins, Cisco
  • Carmen Collins
  • Better understand the true potential in hashtags, how to USE them and how to CHOOSE them
  • Create graphics that get those “thumb-stopping moments” in the mobile newsfeed for all channels
  • Ask, and ye shall receive. How can you ASK for better metric
  • Know if your videos are catching the most attention, and how to master the social soundtrack of silence
  • Prioritize content connection over perfection

Website Migration: What to do Pre, During and Post

  • Mike Huber, Investis Digital
  • Mike Huber
  • List the reasons to migrate (there are plenty)
  • Learn how to make your new site SEO-friendly
  • Prepare for your migration
  • Find out what to expect during migration day
  • Know what to monitor post-migration
  • B2B
  • B2C
  • SEO & Search
  • UX & Design

How To Grow Your Pipeline When Everything Else Has Failed

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Understand the state of search engines in 2020 based on a deep analysis and real examples
  • Apply three tactics to make your brand more discoverable and exponentially grow qualified lead volume
  • Develop an entirely new perspective and approach to generating awareness, opportunities, deals, and revenue
  • B2B
  • B2C
  • Branding
  • Lead Gen / Conversion / Retention
  • SEO & Search

11:00am - 11:30am

Advance Facebook Ads: How to Setup Your Ads and Experiments the Right Way

  • John Huntinghouse, TAB Bank
  • John Huntinghouse
  • Perform a retrograde analysis in order to lower CPA, CPL, CPC and increase traffic and CTRs for your clients/companies
  • Understand how to better setup experiments properly in order to build upon your learnings gained from them for the campaigns that you are running
  • Create better marketing strategies that actually convert
  • B2B
  • B2C
  • Lead Gen / Conversion / Retention
  • Paid Advertising

Sustainably Driving Revenue: How to Leverage Brand Building Principles to Fuel e-Commerce Growth

  • Steve Wittman, Hertz
  • Steve Wittman
  • Apply brand building principles that will increase conversion rate and revenue
  • Implement an e-Commerce plan that is truly consumer centric and sustainably builds your brand
  • Appropriately leverage resources across your company to ensure you hit your targets
  • Branding
  • Customer Experience
  • Ecommerce

11:45am - 12:15pm

Why (And How) We Should Expect More from Influencer Marketing

  • Jim Tobin, Ignite Social Media
  • Jim Tobin
  • Understand the difference between “spray and pray” influencer marketing and targeted influencer marketing
  • Describe the important distinction between potential impressions and true views
  • Work with the right influencers and get their content seen by the right audiences
  • B2C
  • Content Marketing
  • Social Media

Email Deliverability Best Practices From The Experts

  • James Clark, Coca-Cola
  • James Clark

2:10pm - 2:40pm

Fyre Festival, Influencers and Celebrity Entrepreneurship: A No Holds Barred Interview with Ja Rule

  • Ja Rule, Rapper and Entrepreneur
  • Carlos Gil, Gil Media Co.
  • Ja Rule
  • Carlos Gil
  • Understand what’s necessary to go all-in to build an authentic brand
  • Approach influencer marketing with a mindset based on today’s changing consumer environment
  • Draw practical lessons from both successful and unsuccessful influencer campaigns and apply to your own efforts

Link Building and Content Go Together Like Peas and Carrots

  • Nadia Rawls, TED
  • Nadia Rawls
  • Understand what general content format has a high probability of attracting inbound links and attention
  • Create SEO content that delivers value and builds algorithmic and human trust
  • Find trending topics to create SEO content around
  • B2B
  • B2C
  • Content Marketing
  • Lead Gen / Conversion / Retention
  • SEO & Search

Now & Next in Consumer Engagement with Audio

  • Susan Cylenica, Pandora
  • Susan Cylenica

2:50pm - 3:20pm

Is the Influencer Dead? The Rise of the Un-fluencer and How to Use Them on Twitter

  • Brooks Miller, Twitter
  • Brooks Miller
  • Learn how top brands are partnering with influencers on Twitter to stand out in unexpected ways
  • Apply simple, creative principles that can set drive conversation
  • Leverage influential voices at the right moment
  • Influencer Marketing
  • Social Media

Website Conversion Funnels: SEO, CRO, and Content Strategies for Lead Generation

  • Increase your website traffic fast and on a budget, using the tried-and-proven “SEO Quick Wins” formula
  • Find the transactional, golden-nugget keywords that bring engaged prospects from Google straight to your landing pages
  • Reverse-engineer competitive success to model your website funnels without a million-dollar budget
  • Create content for a built-in audience, instead of building content to seek out an audience
  • Design, implement, test, track, and measure your website conversion funnels
  • Increase your conversion rates using innovative tools, plugins, psychology, and cognitive biases
  • Leverage the “Spider Method” technique to give purpose to every piece of content you upload to your site
  • Content Marketing
  • Lead Gen / Conversion / Retention
  • SEO & Search

3:30pm - 4:00pm

How to Create a Binge-Worthy Brand: Using AI Like Netflix, Amazon & Starbucks

  • Ben Paston, Wyndham Destinations
  • Ben Paston

How to Become a Pop-Marketer: Wield Attention Like a Lightsaber, Using the Power of Popular Culture

  • Joe Cox, Pop Marketer
  • Joe Cox
  • Learn how to define your “editorial authority”, giving your brand’s social content laser focus
  • Supercharge your social media by implementing key principles from popular culture
  • Apply Pop-Marketing secrets from Red Bull & Adidas that will change your game
  • Content Marketing
  • Social Media

4:10pm - 4:40pm

Winning at E-A-T: The Intersection of Brand Building and SEO

  • Cherise Bernard, Spotify
  • Cherise Bernard

A Balanced Attack: Creating and Enhancing a Communication Skill Set in the Workplace

  • Effectively communicate in the work place and more importantly socially
  • Prepare for the infusion of A.I. in the work place
  • Better influence digital marketing and communication going forward
  • B2B
  • B2C
  • Culture, Impact & Leadership
  • Emerging

Making Your Social Media Stand Out in a Traditional Media Mindset

  • Stephen Kent, Harris Teeter
  • Stephen Kent
  • Understand how to position social efforts in your company’s overall marketing strategy
  • Deliver the same message you do in traditional media appropriately for social channels
  • Develop social programs that generate internal income
  • B2C
  • Branding
  • Social Media

4:40pm - 5:40pm

Closing Reception

Reception