Agenda
Session Filters
Day 1 Thursday, October 29
8:30 am - 12:30 pm
The Domino Effect and the Billion-Dollar Differentiator: Create & Activate Your Owned Audience
AM Workshop
- Samantha Kermode, Investis Digital
At the end of this workshop, you’ll be able to:
- 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
Advanced SEO Tactics for 2020
AM Workshop
- Janet Driscoll Miller, Marketing Mojo
- Fix core indexing issues
- Identify inbound links and deal with spammy links
- Choose the right internal links to maximize PageRank
- Use schema code
- Add multiple languages to your website
- Address mobile-specific SEO challenges
- Avoid pitfalls during a redesign process
- Improve conversion from organic search
- Identify and address lead generation holes in your SEO execution
- Accurately report SEO results and how they contribute to ROI
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
Forget Everything You Know About Email Marketing
AM Workshop
- Jen Capstraw, Women of Email
- 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
1:15 pm - 2:15 pm
Brave, Not Perfect: A Conversation with Reshma Saujani, Founder of Girls Who Code
Keynote
- Reshma Saujani, Girls Who Code
2:30 pm - 3:00 pm
Leveraging the Rise of Online Community: From “Me-Centric” Social Sharing to “We-Centric” Conversations
- Will Cady, Reddit
- Recognize how engagement and sharing on social platforms are drastically changing for brands and users
- Identify where brands can fit in and their role in an online community
- Understand why when it comes to online communities, it’s all about trust
Crush your Revenue Goals with Data-Driven Marketing
- Will Bailey, USADATA
- Implement high-value audience selection and data-driven look-a-likes
- Effectively optimize the multi-channel media mix
- Apply improved marketing analytics and ROI to your program
Enhance Your Mobile strategy with Audio
- Johanna Weber, Johanna Webber
3:15 pm - 3:45 pm
Website Migration: What to Do Pre, During and Post
- Samantha Kermode, Investis Digital
- 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
Your Fans Are Your Top Source For Content: How To Leverage Them
- Finding the best approaches to connecting with your fans and getting great engagement from them
- Walking through examples of user generated content (from product models to lifestyle videos and more)
- Understanding that fans can help you bolster sales
Context Matters: Improving the Performance and Wellbeing of Your Marketing Teams
- Zofia Ciechowska, Etsy
- Compare the different contexts that teams operate in, and how these affect team performance, based on the first-hand experiences of the presenter (external macro-shifts, business model dynamics, organizational structure shifts, domains of work, and the knowns/unknowns of problems that teams need to solve)
- Understand the theory behind what defines high-performing teams (purpose, roles, safety, diversity and inclusion, goals and measuring success etc)
- Identify and leverage constant elements that teams require to be effective, irrespective of context (elements for alignment, coordination, and structure)
- Understand how context affects teams’ reliance on the above elements, and how to apply them to help your team gain agency to intentionally shape the way that they operate that increases engagement and goal achievement
4:00 pm - 4:30 pm
10 Lessons Learned from A Decade of Social Media at HBO
- Jim Marsh, HBO
Break The Rules: How Brave Brands Are Challenging The Status Quo
- Nicola Smith, REBEL & REASON
- 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
4:45 pm - 5:15 pm
Connect with Emerging Audiences: Identifying Their Needs & Wants
- Mohamed Khalil, Mastercard
- Look beyond the high level market statistics to identify your key customer segment
- Select the best medium for engagement with your target consumer set
- Design a winning customer engagement plan unique to the market of focus
From Zero to Hero: Harnessing Your Marketing Superpower with Data-First Marketing
- Janet Driscoll Miller, Marketing Mojo
- How to develop a standard framework for your marketing org that capitalizes on the data you’re already capturing
- How to spot common pitfalls of data compilation and tactics to overcome them
- Game plan how to achieve true ROI measurement through a process and maturing martech stack.
Amplify Your Brand Reach: Pairing Out-Of-Home with Digital Media
- Groom Dinkneh, GoLocker
- Use digital OOH to successfully reach customers throughout their day
- Develop an understanding for what digital OOH technology is out there, from AR/VR and kiosks to billboards and other digital signage, and how brands are using it
- Design a playbook for creating authentic and memorable digital ads
5:15 pm - 6:15 pm
Opening Reception
Day 2 Friday, October 30
8:30 am - 9:00 am
Stop the Scroll: The Secret to Thumb-Stopping Content
- Megan Toth, NBCUniversal
- Understand what defines thumb-stopping content and how to incorporate it into your social strategy
- Develop engaging content on multiple platforms that drives results
- Learn best practices for creating thumb-stopping content, based on case studies of leading brands
2020 Vision: 5 Trends for Innovative Business Decisions
- Geoffrey Colon, Microsoft
- Understand the lessons learned from the past decade that may help us determine what happens next
- Discover the intersections of advertising technology and people’s behavior, and how these intersections impact your brand
- Learn the most important aspects of each trend, and how they intersect with each other to influence behavior
Architecting Information: Building Sustainable Digital Experiences
9:15 am - 9:45 am
The End of Marketing: Humanizing Your Brand in the Age of Social Media and AI
- Carlos Gil, Gil Media Co.
- 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.
A Balanced Attack: Creating and Enhancing a Communication Skill Set in the Workplace
- Dan Devone, Fox Sports
- 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
Purpose-Driven Marketing: Building Deep Brand Loyalty with Consumers Through Shared Values
- Tim Moore, Diamond View
- Create a unique brand narrative that not only tells what you do, but why you do it
- Understand the value of brand purpose in advertising
- Design a marketing strategy that will thrive in the growing conscious consumerism marketplace
10:00 am - 10:30 am
Words & Music: How Creative + Media Can Equal Breakthrough Results
- Jim DeLash, GlaxoSmithKline
- Think differently about how your creative message will be received by your audience
- Develop better creative which will lead to more effective media performance
- Build a better relationship between your media and creative agencies
Humanization Is the New Personalization: Driving Growth With Good
- Jen Capstraw, Women of Email
- 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
11:00 am - 11:30 am
The Rise of Gen V
- Gabe Tartaglia, Pandora
- Understand the trends and truths of the voice generation
- Learn how to capture attention in an increasing screenless-world
- Experience how marketers have harnessed the power of audio to drive brand values
More Than Just Data: Reverse Engineering Your Digital Marketing Strategy
- Taye Johnson, Eidolon Communications
- Pinpoint your buyer personas into three top tiers
- Increase your engagement rate through building authenticity
- Learn the latest cybersecurity trends that may affect your business
How to Become a Thought Leader on LinkedIn
- Ty Heath, LinkedIn
- Define the anatomy of a strong LinkedIn profile and summary
- Invest in an effective content strategy to grow engagement around your thought leadership with a goal of generating leads
- Amplify your voice and curate powerful conversations to guide prospects through the buyer’s journey
11:45 am - 12:15 pm
Reporting & Analytics: Making the Most of the Data
- Madeline Gryczman, General Mills
- Ask the right questions to choose the appropriate data for your reports
- Produce actionable insights that answer the “so what?” and “now what?” of your data
- Create test plans from insights to further understand what information your audience wants/needs
Seven Habits for Highly Successful Digital Marketers
- Marc Engelsman, Digital Brand Expressions
1:00 pm - 2:00 pm
This Is Marketing
Keynote
- Seth Godin, Best Selling Author
2:10 pm - 2:40 pm
Move Fast and Make Things: How Your Creative Team Can Iterate and Innovate with Data
- Tatiana Kuzmowycz, ClassPass
- Structure your creative team to generate more work — and more work that performs
- Create a testing plan to gather more intelligent learnings about what ads resonate most with your customers
- Empower your creative team or agency to think about data as an essential component in the ad development process
- Show how effective your ads are — and ultimately, how imperative your creative team or agency as to your business’ success
Proof that Digital Media Drives In-Store Traffic & Omni-Channel Sales
- Theresa Moore, initiate-it
- 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
2:50 pm - 3:20 pm
Fyre Festival, Influencers and Celebrity Entrepreneurship: A No Holds Barred Interview with Ja Rule
- Ja Rule, Rapper and Entrepreneur
- Carlos Gil, Gil Media Co.
- 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
Beyond Personalization: Deliver Authentically Human Emails That Drive Meaningful Result
- Bruce Swann, Adobe
- Be inspired with meaningful trends and best practices in email
- Infuse creativity, storytelling and humanization your email programs
- Incorporate email into an omnichannel strategy
3:30 pm - 4:00 pm
How to Build Brands and Create Messaging For Your Female Customers
- Britta Mulderrig, Pillar
- Know what brand traits women are drawn to
- Implement the power of word of mouth marketing among females
- Drive long-term brand admiration and consumer engagement among women
Make Your Data Talk and Sing for You
- Alan K’necht, Knechtology Inc.
Viral Velocity: How to Build Buzz at Record Speed
- Ben Kaplan, PR Hacker
- 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
4:10 pm - 4:40 pm
Why (And How) We Should Expect More from Influencer Marketing
- Jim Tobin, Ignite Social Media
- 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
Core Connection: How to Turn Your Contacts into Customers
- Veronica Romney, MyModernBrand + ModernMarca
- 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]