Agenda (Central Time)
3 Day, Jammed Packed Agenda (Attendees will receive an email with a link to the conference)
Masterclasses Tuesday, August 11
9:00am - 1:00pm
Forget Everything You Know About Email Marketing
- Jen Capstraw, Women of Email
After this session, 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
12:00pm - 4:00pm
The Domino Effect and the Billion-Dollar Differentiator: Create & Activate Your Owned Audience
- 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
2:00pm - 6:00pm
Ultimate Social Media Marketing
- Carlos Gil, Gil Media Co.
At the end of this workshop, you’ll be able to:
- Perform a quick, simple and action-oriented social media audit to prioritize your content, community management, and conversion strategies
- Design a winning social media game plan that will not break the bank
- Create an engaged community of fans and content that converts
- Manage a posting schedule and decide what—and where—you should post
- Apply simple tricks for making your processes smooth and easy including tools to use
- Engage employees to become social media advocates for your company
- Regain organic reach on platforms such as Facebook by knowing what the algorithms show preferential treatment to
Day 1 Wednesday, August 12
9:00am - 9:45am
Coca-Cola’s AI Journey to Lean & Agile Insights Generation
- Stephanie Eaddy, The Coca-Cola Company
After this session, you’ll be able to:
- Understand the benefits of internal digital transformation in your organization
- Build a case for internal support and alignment to launch a pilot program similar to what The Coca-Cola Company used
- Apply change management tips to help support the transition to a new way of working
How to Navigate the Pandemic Marketing Labyrinth with B2B Influencers
- Ashley Zeckman, Inprela Communications
After this session, you’ll be able to:
- Navigate the influencer marketing landscape to avoid pitfalls
- Understand characteristics of the most successful influencer marketers
- Utilize top measures of B2B influencer marketing success
10:00am - 10:40am
Innovation and Creativity: The Case for More Bad Ideas
- Jason Keath, Social Fresh
After this session, you’ll be able to:
- Understand how and why bad ideas improve your creative process
- Incorporate more bad ideas into your personal or corporate creative culture
- Apply the more bad ideas creative approach to a group or organization
Drive Growth Now: Build Your Marketing Analytics Roadmap
- Matt Hertig, Alight Analytics
After this session, you’ll be able to:
- Assess your ability to produce actionable, relevant insights based on the 4 Levels of Marketing Analytics Maturity
- Overcome the single biggest challenge to using analytics effectively
- Develop an analytics game plan that’s right for you — using the most important strategy for marketers right now
10:55am - 11:35am
7 ½ Common Email Marketing Mistakes that Companies Make & How to Avoid Them
- Cameron Kane, iPost
After this session, you’ll be able to:
- Use data to drive subscriber engagement and thus more revenue
- Ensure you’re maximizing your current email platform and avoid the search for a new program
- Understand how little changes can impact your email results
Winning at SEO: Make Your Brand a Trusted Source Online
- Alli Berry, The Motley Fool
After this session, you’ll be able to:
- Understand E-A-T (expertise, authoritativeness, and trust) principles as it relates to SEO, and determine weaknesses in your website
- Improve your website content to be more transparent, authoritative, and trustworthy
- Execute a strategy for improving your brand reputation on 3rd party sites
11:35am - 12:05pm
Networking Break
1:00pm - 1:40pm
Marketing to the CFO: The Way Back to Value for Marketers
- Ty Heath, LinkedIn
After this session, you’ll be able to:
- Use the language of value creation and of business
- Scale the understanding of value creation in financial literacy
- Have an evidence-based mindset and use value-based metrics
Data Orchestration and Establishing the Right Audience Targeting Strategy
- Christian St. Louis, StackAdapt
- Denis Loboda, StackAdapt
After this session, you’ll be able to:
- Implement the right data targeting and measurement strategies for your company’s goals
- Put your audiences to work and generate impactful marketing campaigns
- Apply proven industry trends and use cases for harnessing data and activating audiences
1:55pm - 2:35pm
Expand Your Reach with Accessibility Testing
- Carolyn Shannon, Pantheon
After this session, you’ll be able to:
- Recommend tools and test methods that help prioritize accessibility fixes
- Understand the differences between automated, hybrid, and manual tests, and when to use them
- Build a sustainable accessibility program that provides strategic value to your organization
The Feng Shui of Modern Email
- Jen Capstraw, Women of Email
After this session, you’ll be able to:
- Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
- Better align messaging and calls to action with campaign objectives
- Boost ROI with personalization that moves the needle
- Leverage the CTA secret that gets the click—even among disengaged subscribers
2:50pm - 3:30pm
THAT’S NOT FUNNY: Strategically Use Humor During and Post-Pandemic
- Michael Albanese, Comedian, Writer & Producer
After this session, you’ll be able to:
- Establish a clear technique on how to approach funny content during and after COVID-19
- Understand how to approach your own brand or products’ identity to properly assess the direction of your content
- Address the positives and negatives of your content to make it funnier and resonate more
Turning Omnichannel Marketing from a Goal into a Reality
- Brian Warrick, Magnolia Americas
- Paul Brienza, Laughlin Constable
After this session, you’ll be able to:
- Identify the challenges preventing your brand from delivering true omnichannel experiences
- Create a strategic framework for moving from a multi-channel approach to an omnichannel approach
- Understand the technical capabilities needed for omnichannel marketing and what to ask for from your IT department
3:45pm - 4:25pm
First Impressions: Creating Iterative, Automated Customer Segmentation with AI
- Ashley Bryant-Baker, B&B Data Solutions
After this session, you’ll be able to:
- Understand why iteratively implementing AI allows you to make quick decisions, learn more about your customers more quickly, and know why getting it wrong sometimes is OK
- Create dynamic segmentation that grows as your customer grows
- Use segmentation early to improve customer engagement and satisfaction, increase lifetime value, and improve conversion
Humanizing your Brand on Social Media: Leading with Your Executives, Sales Teams and Employees
- Casey Hall, Lumberjack Social
After this session, you’ll be able to:
- Understand the practical business case for employee advocacy
- Use a roadmap for launching a “people focused” social media program
- Enact social content strategy best practices for executives, employees, and social selling
- Identify relevant software tools and how they work
- Come up with ideas for steps you can take today to get started
4:25pm - 5:30pm
Virtual Happy Hour! – Total Request Live with DJ Drake
- DJ Drake, DJ Drake
To close out a jam-packed day of learning, relax with your fellow attendees at our virtual happy hour! We’ll have the awesome DJ Drake supplying the latest tunes and taking your song requests in a nostalgic “Total Request Live” format.
Day 2 Thursday, August 13
9:00am - 9:40am
The Goonies Guide to Showing up in Local Searches
- Greg Gifford, SearchLab Digital
After this session, you’ll be able to:
- 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
4 Ways to Get Better Metrics for Your Evolving Social Content (with Tool Recommendations!)
- Carmen Collins, Cisco
After this session, you’ll be able to:
- 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
9:55am - 10:35am
The ROI of Empathy: How Marketers Use Customer Empathy as a Business Differentiator
- Lija Hogan, User Testing
After this session, you’ll be able to:
- Understand what matters most to your internal stakeholders and to your business
- Ensure that what you help participants experience is connected to the exact impact you want to make
- Hold your stakeholders accountable for providing feedback
How to Go From a Regular Brand YouTuber to a COOL Brand YouTuber
- Sonja Likness, Duke University
After this session, you’ll be able to:
- Use YouTube’s social media functionality to boost the efficacy of your video content
- Curate your YouTube channel to take advantage of the subscription model
- Reach a wider audience with your video content by capturing native YouTube users
10:50am - 11:30am
Creative Opportunities on Facebook and Instagram in the Time of Covid-19
- Finola Austin, Facebook
After this session, you’ll be able to:
- Understand the messaging themes that are working for major brands in this new reality
- Dream up new possibilities for creative production beyond the traditional shoot
- Leverage Facebook/Instagram’s creative and testing capabilities
- Gain access to a Creative Shop framework for moving Beyond Bias in the creative process
Best-in-Class Webinars & Webcasts: Tactics to Build Your Virtual Events Program
- Samantha Kermode, Investis Digital
After this session, you’ll be able to:
- Make a business case for why webinars and live online events matter in today’s business climate
- Decide what platform to use, and what content to include
- Create a strategy and plan your virtual event (strategy planning template and timeline checklist included)
- Keep your audience engaged virtually
- Develop a pre, during and post plan for your virtual event
- Measure your results
11:30am - 12:00pm
Networking Break
12:00pm - 1:00pm
This is Marketing: A Live Q&A with Seth Godin
- Seth Godin, Best Selling Author
1:15pm - 1:55pm
The Five-Step Ideation Process For Creating Engaging Content that Ranks
- Yosef Silver, Fusion Inbound
After this session, you’ll be able to:
- Identify more high-value topics to meet your content goals
- Understand the impact of content distribution
- Implement a content creation and distribution model that maximizes results
Influential Voices: The Evolution of Influencer Marketing from Ideal to Real
- Kerrie Smith, Twitter
After this session, you’ll be able to:
- Identify how top brands are partnering with influencers on Twitter to stand out in unexpected ways
- Understand the simple, creative principles that will help you drive conversation
- Utilize new trends and insights to inform your Influencer partnerships
2:10pm - 2:50pm
Shaping Brand Perception Through Storytelling
- Ben Tamblyn, Microsoft
Reaching Consumers Across Screens: The Convergence of TV, OTT, and Digital Video
- Ben Van Horn, Spectrum Reach
After this session, you’ll be able to:
- Identify your multi-platform campaign goals and metrics
- Choose the right engagement strategy based on your target audience
- Generate and activate your media plan across screens
3:05pm - 3:45pm
Critical Channels of Engagement: What Consumers Want
- Matt Tredinnick, Precisely
After this session, you’ll be able to:
- Understand the key channels of engagement for consumers
- Explore how different demographics – Generation Z, Millennials, Generation X, Baby Boomers, and the Silent Generation – wish to engage with companies
- Outperform your competitors by better engaging clients through THEIR channels of choice
How to Make a Career in Social Media Work for You
- Ashley Sasnett, Equifax
After this session, you’ll be able to:
- Assess and communicate the role you play in your organization as both a social media professional and as a cross-functional change agent
- Identify where to put your efforts in personal branding, inside and outside of your organization
- Build better rapport with your colleagues
- Approach your annual goal-setting with long-term career development in mind
4:00pm - 4:40pm
Making Google Analytics Work for You
- Colleen Harris, Sincro
After this session, you’ll be able to:
- Set goals for engagement and conversions, as you see the importance of alerts, user flow and custom sequence segments in Google Analytics
- Audit Google Analytics to verify traffic from different vendors and strategies as you learn the right types of data driven questions to hold vendors accountable
- Use Google Analytics for customer engagement and conversions as you use the different attribution models to understand your customers’ journey
Binge Worthy Branding: How to use AI and Personalization to Build Customer Loyalty
- Sterling McKinley, Author
After this session, you’ll be able to:
- Shift from traditional branding to customer-focused branding
- Integrate AI into your branding
- Gain executive buy-in
- Increase customer retention rates