Agenda
Our team is currently working on the 2021 agenda and it will be posted soon.
The 2020 Agenda is below for your reference
Session Filters
Pre-event Tuesday, November 12
10:00am - 4:00pm
Building Blocks for Content That Rocks
- Tamsen Webster, Find The Red Thread
We’ll cover topics including:
- SITUATION – How to define your primary audience and its mindset: what they want, value, and struggle with
- SUBSTANCE – How to define the big idea of the content; how to identify your content’s Red Thread® (the differentiating core message); how to determine the five key elements that serve as the minimum viable case for your idea
- STRUCTURE – How to build a draft storyline for your content; how to anticipate and overcome objections; how to use structure to keep your audience interested and engaged
- SUPPORT – How to make your content come alive; where and how should you use data, concepts, stories, and exercises
- “STRETCHING” – How to adapt your core message for additional audiences and for various stages of the consumer journey; how to create a “message matrix” to brainstorm consistent, but compelling, content ideas
- STYLE – How can you make this process, and your content, truly fit you? How can you make the most of your own individual style to engage and empower the audience?
After this workshop, you’ll be able to:
- Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
- Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
- Develop outlines for content anywhere from 100 to 10,000+ words
- Explore and adopt the four Message Mindsets to add variety and interest to your content
- Create a “swipe file” for endless inspiration
- Apply a Message Matrix to help you adjust your message across audiences and applications, as well as to match the consumer journey
This session is for marketers and content creators:
- Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
- Fluent in the company’s overall brand, vision, values, and mission
- Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients
Advanced Digital Analytics Strategies and Tactics
- Chris Sietsema, Teach to Fish Digital
At the end of this masterclass, you’ll be able to:
- Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account.
- Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA.
- Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship.
- Demonstrate a working knowledge of Google Tag Manager.
- Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians.
- Use Google Data Studio to automate your reporting process.
- Compare and contrast different attribution models.
- Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program.
Influencer Masterclass: Cultivating a Powerful Network for Link Building, Social Media Evangelism, and PR
- Michelle Stinson Ross, Feelalytics
We’ll cover topics including:
- Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions, social mentions, and referral traffic for business value and growth opportunity.
- Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media and how to sort, qualify, and prioritize each for outreach.
- Influencer Resources: Learn how and when to either pivot existing content and resources or create brand new resources for influencers across various disciplines. This section will include evaluating when to get involved in paid influencer engagements.
- Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term influencer/press relationships.
- Tools: Learn more about the tools featured during this workshop and how to use them to get organized, streamline your influencer management processes, and boost results
- Case Studies: See how best practices work in real marketing situations and gain insight on how to integrate with your business needs.
At the end of this masterclass, you’ll be able to:
- Assess your current influencer programs and resulting traffic
- Determine current business value and growth from your influencer programs and set future goals
- Identify additional opportunities to build relationships with new sites and influencers in your industries
- Evaluate what content and resources you have or need to develop in order to support your programs
- Grow your long term press/influencer relationships
- Know when to get involved with paid influencer engagements
Day 1 Wednesday, November 13
8:30am - 12:30pm
Advanced SEO Tactics for 2019
- 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
Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy
- Samantha Kermode, Investis Digital
- Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
- Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
- Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
- Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
- Build an audience that you own, not rent, and the prove the value it creates for your organization
- Evaluate your return on investment (ROI) for your digital marketing efforts
Forget Everything You Know About Email Marketing
- 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
Beyond Personas and the Customer Journey: The Next Step for CX Succes
- Michael Salamon, Lousy
- Use existing strategy, customer research, and journey mapping to inform upcoming activities
- Effectively break down the complexity of each phase in the journey, allowing for a hyper-focus on specific touchpoints
- Integrate existing analytics and identify areas for investigation
- Reduce the overall “churn” associated with marketing campaign execution
- Accurately share the resulting thinking across the organization
Develop a Facebook Advertising Strategy to Reach Your Best Prospects
- Tim Halloran, Aimclear
- Understand the differences between ad types, bidding optimizations, and ad placement
- Fine tune your targeting to reach the best possible audience
- Fit the newest types of ads into your marketing strategy
- Create Instagram ads with the Facebook Ads Manager
- Use the Facebook pixel works for tracking and retargeting
- Split testing your ads and diving into the reports so you save money
12:30pm - 1:15pm
Main Conference Attendee Arrivals
Main Conference
1:15pm - 2:30pm
Brave, Not Perfect: A Conversation with Reshma Saujani
- Reshma Saujani, Girls Who Code
Future Consumers
- Randi Zuckerberg, Zuckerberg Media
Technology provides incredible new opportunities for our lives and our businesses. But it can also make us want to rip our hair out of our head with complication and confusion. In this insightful talk, Randi will give real world advice on how to make tech work for you and your business: recruiting, managing employees, marketing your business, engaging customers, and much more – in a talk that feels fun, lively, and fresh.
2:50pm - 3:20pm
I’m Not a Regular Brand YouTuber, I’m a COOL Brand YouTuber
- Sonja Likness, Duke University
- 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 YouTube-native audience
Getting the Green Light: How to Build Content That People Say YES To
- Tamsen Webster, Find The Red Thread
- Analyze your content for the “red lights” that lead to “NO”
- Identify the five key concepts every piece of content needs to get a “YES” (and know how to find them in your own)
- Organize your content so it feels like story, even if it isn’t one (and keeps your audience hanging on every word)
Key Trends Shaping Marketing in 2020 and Beyond
- Loren McDonald, Acoustic
- Understand marketing’s hottest new role: Director of Marketing Data
- Learn how AI will enhance – not eliminate – your marketing role
- Understand how legislation like GDPR and CCPA will benefit marketing and help build customer trust
- Use analytics to drive improvements in customer experience and marketing ROI
- Understand why improving the customer experience and focusing on retention are becoming a top focus of marketers
Modernize Your Marketing Work: 4 Simple Ways to Get More Done
- Mike Riding, Workfront
- Create a more effective strategy to better attack your workload
- Unify processes to get everyone on the same page
- Reclaim more time for the job you were actually hired to do
Out-Execute Smart Companies With SEO lessons From an $8b Startup
- Jared Gardner, SAP Qualtrics
- Scale process and systems to allow you to repeat tasks
- Generate search interest for new categories
- Partner with development teams to build tools that enable marketers
Convincing Customers to Swipe Right on your Brand
- Lauren Beane, Cisco
- Understand the importance of developing not only a brand personality, but also a social personality
- Listen to your customers’ needs and develop content around those needs
- Develop a process that ensures consistency between responding to trolls + cheerleaders
Your Brain on Ads: The Halo Effect
- Tony Marlow, Integral Ad Science
- Drive greater engagement with digital display advertising
- Improve favorability/affinity toward your brand through digital display advertising
- Increase memorability of your digital ads
3:40pm - 4:10pm
Influencer Marketing Strategies to Grow Your Audience
- Ursula Ringham, SAP, Inc.
- 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
InstaBrain: The New Rules for Marketing to Gen Z
- Sarah Weise, Bixa
- Understand where Gen Z goes to consume different types of content
- Describe what draws them in and keeps them coming back
- Implement techniques to shift your marketing strategy for this new consumer
It’s More Than Data: We’ve Been Doing Content Strategy Wrong
- Paxton Gray, 97th Floor
- Implement new strategies to find out what your customers are asking for
- Take advantage of new info and tools to create content that your customers really want
- Use templates and software recommendations to better understand your audience and how to engage them
Making Your Social Media Stand Out in a Traditional Media Mindset
- Stephen Kent, Harris Teeter
- 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
Beyond Personalization: Deliver Authentically Human Emails That Drive Meaningful Results
- 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
Analytics for Agencies: Processes to Become the Purveyors of Truth
- Chris Sietsema, Teach to Fish Digital
- Prepare and utilize the five key documentation resources at the core of the most venerated analytics practices
- Produce eye-opening reports designed specifically for your client audience(s)
- Roll out a systematic process for mining data and unearthing juicy insights
- Understand what to look for when hiring your next agency analyst
Experience 2030: A Roadmap to Future of Customer Experience
- Jennifer Chase, SAS
- Focus on customer centricity, ready to act upon an intense desire to deliver experiences that far exceed your customers’ expectations
- Commit to innovation through technology, with an eye toward understanding and embracing immersive tech that will enable a disruption-ready culture
- Embrace privacy and security, buoyed by an infrastructure that is as secure as possible with data that can be used to deliver best of breed experience
- Innovate and fail fast, knowing that the future will be won by companies that have the best infrastructure to adapt, innovate and disrupt
4:30pm - 5:00pm
20 Crazy Effective Methods for Increasing Your Conversions
- Tom Shapiro, Stratabeat, Inc.
- Target and engage your website visitors more effectively
- Capitalize on neuroscience and behavioral intelligence to increase conversions
- Generate offsite conversions when website visitors are not converting while on your site
- Rethink the website experience, transforming your site from a collection of web pages into a conversions engine
Hackonomy: Evolving in the Digital Age
- Bonin Bough, Bonin Ventures
- Overcome the tired ways of thinking and innovate the way you approach growth
- Understand the value of following human attention and the evolution of technologies
- Gain personal and professional benefits of the a growth hacking mindset
How Keeping it Human-to-Human (H2H) Kills the B2B and B2C Content Conundrum
- Harriet Ayoade, LeadingAgile
- Better understand how human based marketing makes it easy to scale the same message to various audiences
- Identify opportunities to synthesize and scale the same content to different audiences
- Develop a plan on how to leverage historically B2B social media channels for B2C marketing and vice versa
How to Build a B2B Growth Marketing Engine and Deliver Results [In Less Than 6 Months]
- Steve Armenti, Google
- Design your own growth marketing strategy
- Implement the right tools, processes, and systems to automate your growth marketing
- Understand key growth tactics across the funnel to acquire, engage, and convert an audience
- Measure your efforts and optimize accordingly
Do This, Not That – Best Practices for Driving Customer Engagement with Email Marketing
- Acquire measurable marketing tactics for lead generation
- Implement integrated direct marketing initiatives based on real-world campaigns
- Explore the trends happening in email marketing today – and which actually work
Marketing BS: Understanding What Really Works in Marketing
- Edward Nevraumont, Warburg Pincus LLC
- Optimize and simplify your marketing strategy – cutting out “shiny objects” that don’t advance your organization’s goals
- Avoid common mistakes in marketing and understand why companies often get distracted by algorithms and “data-driven decision making”
- Implement simple marketing strategies and tactics that actually work to grow your business and increase ROI
5:20pm - 5:50pm
Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversation
- Beverly Jackson, MGM Resorts International
Reaching as many people as possible through personalized and engaging content is a significant marketing challenge, but this year offers technology advancements and proven strategies that help improve these efforts. During this Keynote, Beverly Jackson will discuss how to develop a sophisticated content strategy that’s optimized for how consumers behave and where they’re interacting today.
Stand-Up Comedy with Mike Albanese
- Michael Albanese, Comedian, Writer & Producer
5:50pm - 6:50pm
Opening Reception
7:00pm - 8:30pm
Opening Day After Hours Party, Hosted by Pantheon (Registration Badge Required)
After a full and fabulous day of learning (and our opening reception), keep the fun going and head over to the official Opening Day Afterparty. Hoist a beverage or two with your fellow attendees, listen to some awesome music, and wind down a little before getting ready for Day 2 of Internet Summit!
Isaac Hunter’s Tavern – 414 Fayetteville St.
Registration Badge Required
Day 2 Thursday, November 14
8:30am - 9:00am
Generating Brand Momentum by Turning Content into Commerce
- James Royer, Merrell
- Implement tactics to get the flywheel moving with both organic and paid efforts, even with a small budget
- Leverage content with a channel-specific approach to generate higher levels of reach
- Apply principles of successful content marketing and a distribution strategy that can lead to conversion
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
When A/B Testing Fails: How Data-Driven Decision Making Can Go Wrong
- Gil Kazimirov, Cityblock Health
- Understand the basics of using data to make decisions and testing out what matters to your users
- Avoid common mistakes in setting up A/B tests
- Determine if the results of your experiment are actually meaningful
Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume
- Garrett Mehrguth, Directive Consulting
- Execute on six tactics that have been statistically proven to increase qualified lead volume
- Avoid four widely implemented tactics that simply do not work
- Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
The Business of Storytelling
- Sloane Heffernan, WRAL TV
- Develop a storytelling toolbox for creating a story on any platform, with any budget
- Tell a mini-story that will capture the attention of your content weary audience
- Ask “reporter questions” to get the answers that will best tell your story
9:15am - 9:45am
Four Automated Email Series That Get Serious Results
- Kaitlin Wernet, Emma
- Produce 18x more revenue through content nurturing
- Send personalized content based on specific user actions
- Increase profits by 30% with behavioral emails
The Psychology of a Website: Optimize for Cognitive Biases, Conversion Triggers, and Google’s RankBrain
- Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
- Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
- Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
- Use content to position your brand as a trusted authority in your field to reduce friction
Filling the Funnel: How to Build a Modern Content Marketing Strategy
- Kate Richling, MediaMonks
- Identify your organization’s whitespace and define talk tracks to target and align your content efforts
- Flush out your content strategy by building user personas, picking a platform, creating a content calendar and setting goals
- Work hand-in-hand ongoing with sales to fill the funnel, drive ROI and affect the bottom line
- Create content for every layer of the funnel and across marketing activities – to accelerate demand gen, and lead nurture with more closed-won opportunities
- Get a quick glimpse into what Netflix, Amazon and other global brands are doing at the cutting-edge of content
Be the Hero: Fearless Growth via Efficiency and Automation with Google Search Ad
- Stephanie Lehmann, Google Customer Solutions
- Kelly Pollock, Hanapin Marketing
- Identify the best automation tools for maximum efficiency
- Implement a full-funnel audience growth strategy
- Prove (or Report) the value of full-funnel strategies in analytics
Productivity and Content Hacks Social Media Experts Use
- Jennifer Watson, The Weather Channel
- Create content that immerses customers in your brand while telling your company story
- Understand how you can up-cycle one piece of content in numerous ways
- Implement productivity hacks that will save mountains of time
- Get the tricks and tools you need to amp up your social media strategy
4 Keys to Get Your Message Noticed Through Texting
- Jessica Comiskey, Zipwhip
- Understand why texting outperforms email for digital marketers
- Choose a texting provider who meets your company’s needs
- Implement a successful texting program to get your message seen by more of your audience
How Disruptions in TV and Video Are Changing Marketing
- Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
- Plan and optimize an omni-channel campaign across all channels including TV (Advanced, Addressable, Connected, Linear, Programmatic, VOD, TV Everywhere, etc.) digital, email, voice, social, podcasts, influencers, and more
- Leverage data-driven decisions to look at attribution and measurement
- Optimize across channels for the best results of your spend and that of the customer
10:00am - 10:30am
Get New and Repeat Business on Autopilot with Email Marketing
- Dave Charest, Constant Contact
- How to turn more website visitors into new email contacts
- How to automate timely engagement with new contacts
- How to do more business by sending more relevant emails
Analytics and Attribution: Measuring the Success of Influencer Marketing
- Michelle Stinson Ross, Feelalytics
- Set the expectations for influencer deliverables
- Define and track brand & traffic KPIs
- Report on how influencers have impacted revenue
Planning an Effective Instagram Video Strategy for 2020
- Morgan Goettge, MKG Media Co.
- Plan different forms of video content specific to accomplishing your business goals
- Measure the effectiveness of your organic reach using analytics
- Craft a successful video marketing campaign without spending a dime
Embrace the Convergence of Digital Video & TV: Strategies for Success in a Video Everywhere World
- Morgan Jessup, Spectrum Reach
- Understand how digital and television have converged
- Gain insights into how video consumption has changed
- Reach consumers using data-driven marketing
- Create a blueprint for a successful multi-platform campaign strategy
Inspiration is Everywhere: Tips to Make Your Marketing Strategy More Interesting
- Uncover your brand’s true “why” (and why that matters)
- Discover new ways to make the audience part of your strategy
- Explore unconventional opportunities within “obvious” spaces
Becoming a Thought Leader: Growing Your Personal and Professional Brand on LinkedIn
- Lindsey Boggs, Quantum Metric
- Establish a personal brand with specific keywords to gain followers and views which will help pave the way to viewed as a thought leader on LinkedIn\
- Bolster your personal brand by learning what to post, what times to post, and who to engage on LinkedIn to go viral
- Become a champion for your company’s professional brand and helping marketing content go viral
- Understand why connecting and engaging on LinkedIn is so important and what it can do for your brand — “6 degrees of separation” no more!
Personalization Strategies to Improve Mobile & Cross-Channel Experiences
- Matt Hudson, Belk
- Evaluate the frameworks & tools necessary to implement personalization in your business/mobile app
- Improve cross-platform messaging tactics & push notification options
- Determine relationship between website & mobile app, considering all digital touchpoints & designated expectations for each
- Understand business implications & high-level technical concerns when considering/adding personalization to your marketing mix
11:00am - 11:30am
Be the Guide, NOT the Hero of your Customer’s Story
- Veronica Romney, VeronicaRomney.com
- Recast your company/brand in the only role that can truly connects with your customers
- Discover where you can extract your customer’s greatest desire, most frustrating paint points, and the philosophical why to their future success
- Apply an easy framework to clarify your company’s marketing messaging
- Revise the home page of your website for greatest impact and conversions
Influencer Marketing: How, Why, and is it Right for Your Brand?
- Michael Salamon, Lousy
- Identify the top influencers in your industry, and what makes them relevant
- Understand how influencer marketing works, and the processes or work streams that support it
- Know how much it costs and what to expect for your ROI
Make Them Care: Getting Customers to Engage with Your Brand
- Adam Pierno, Arizona State University
- Describe your company as a brand
- Successfully navigate Google and Facebook’s business models for your brand’s benefit
- Identify facets that attract customers to your brand
Finding Professional Fulfillment By Discovering Personal Happiness
- Carlos Hidalgo, VisumCx
- Manage your time more effectively and make room for personal growth
- Start finding personal happiness and success
- Find fulfillment in your work and get a clear picture of success
How Not to Suck at Display, Video & OTT: Leveraging Attribution for Success!
- Jeremy Hudgens, Genius Monkey
- Better understand your customers’ journeys, and how to apply that knowledge to your strategy
- Recognize how display, video & OTT advertising fits into your overall marketing strategy
- Utilize Google Analytics and other tools to measure the metrics that matter
- Optimize your ad spend and improve your ROI
The Role of Cognitive Biases in Marketing
- Nick Glavor, Zoho Social
- Understand the psychological concept of cognitive bias
- Identify the common cognitive biases that affect your decision making
- Utilize certain cognitive biases to improve your marketing efforts
Bridging the Gap between Marketing and UX Content
- Amy Gebler, Nordstrom
- List the core principles of UX
- Understand the differences between UX Writing, Microcopy and Marketing copy and how they work together to improve engagement
- Engage stakeholders using the UX Writing process
- Implement UX Writing principles even if you don’t have a UX Writer
11:45am - 12:15pm
User Generated Content: Turn Your Customers into Content Engines
- S. David Ramirez, TINT
- Discover, obtain, and deploy authentic user generated content
- List the practicalities, legalities, and best practices of incorporating UGC into your marketing
- Understand what type of UGC drives action throughout the entire funnel
Your Search Diet: How Not to OverEAT (Expertise, Authority and Trust)
- Jenny Halasz, JLH Marketing, Inc.
- Understand how Google is likely to measure the value of a sit
- Established protocols vs new idea
- Evaluate Google’s ranking factors
Three Ways B2B Marketers Can Do a Lot With Less
- Caroline Matis, Delivra
- Maximize your B2B strategy to increase ROI
- Use email marketing to meet your customers where they are
- Scale your success using automation
Data and Creative Solutions for CRO
- Amanda Simmons, Full Cup Creative
- Use data-driven stories for test hypotheses
- Apply creative and content strategies to solve CRO problems
- Build optimization programs that leverage both A/B and AI testing
Product & Marketing: Improving Collaboration to Grow Your Mobile & Web App Business
- Kwame Henderson, Tumblr
- Develop practical strategies to cultivate excellent relationships with product teams
- Implement techniques to improve go to market strategies and product launches for mobile and web/desktop apps
- Impact customers further down the funnel and drive retention through in-app marketing
Don’t Blame Vendors Because Your Ad Placement Makes You Look Terrible
- Jonathan Kagan, 9RoofTops | Cognsicient Media
- Understand time and finances saved when it comes to protecting the brand
- Identify off brand placements and audit of content
- Prevent your ads from being susceptible to brand safety issues
Don’t Be Offended, Your Brand is Meaningless Without Culture
- Troy Sandidge, National Democratic Training Committee
- Understand the role culture plays in technology, growing your community, your revenue projections, and the overall change in the business ecosystem
- Communicate in a way not to just tell a story but in a way that talks to your niche audience
- Better develop your own culture—find those who share like-minded culture, navigate against cultural trends
- Implement A.D.A.P.T. methodology, focusing 100% on your customer will lead to exponential success
1:00pm - 2:00pm
Web Marketing in 2020
- Rand Fishkin, SparkToro
2:20pm - 2:50pm
A Winning Demand Generation Strategy: Tactics to Optimize the Funnel Across the Buyer’s Journey
- Hayley Ferrante, Adobe
- Tim Ozmina, Marketo
- Select the right lead generation programs and evaluate successes
- Plan an email nurture program to move prospect through each stage of the marketing funnel
- Develop strategic tactics to create sales-ready leads
Through the Fyre: A Fireside Chat with Ja Rule
- Ja Rule, Rapper and Entrepreneur
- Gain first-hand knowledge about the perils of influencer marketing
- Learn effective tactics for responding to crises that erupt on social media
- Hear how Ja Rule is rebuilding his personal brand post-Fyre Festiva
The New Metrics – The Evolution of Attribution in the Content Stream
- Cathy McKnight, The Content Advisory
- Define the audience and goals of your content and campaigns
- Measure the value of the audience against your defined goals
- Detail what needs to be true and when for the content strategy to be successful
Building a Defensible Brand in the Age of Hyper-Competition
- James Winter, Brandfolder
- Differentiate your brand in a crowded marketplace
- Create a dynamic brand identity
- Rebrand around mission and values
Website Migration: What to Do Pre, During and Post
- Samantha Kermode, Investis Digital
- List reasons why you should migrate (there are plenty)
- Take advantage of opportunities to make your new website SEO friendly
- Use best practices presented to prepare for your migration
- Find out what to expect during migration day
- Know what you need to monitor in post-migration
Establishing Your Brand as the Value Proposition Among E-Commerce Consumers
- Heather Teasley, Klaussner Home
- Revamp your brand’s story & share it in a strong & meaningful way
- Position your brand as a leading authority in your vertical space
- Leverage your brand as the primary value proposition over pricing and promotional activity
How A.I. is Changing Search and Bringing Google Further Into Your Home
- Daniel Russell, Go Fish Digital
- Understand how Google is using AI for facial recognition, speech semantics and other signals that exist outside of typical device interactions
- Identify the Google devices and technologies (either invented or acquired) that will impact SEO and Google Ad strategy in the near term
- Implement the 4 steps you should immediately take to prepare for these dramatic shifts
3:05pm - 3:35pm
Extend Your Reach through Content & Influence Marketing
- Juanika Cuthbertson, Ladypreneur® Academy
- Identify the voice of the brand you represent, and how to communicate it effectively
- Develop marketing strategies that are both flexible and connectable
- Create accountability within your target
- Measure techniques through digital and responsive analytics
What Marketers Can Learn About Social Media from DJ Khaled and Drake
- Carlos Gil, Bestselling Author & NFT Advisor
- Tap into new storytelling features on Snapchat and Instagram Stories
- Create an employee advocacy strategy to boost organic social media reach
- Leverage social listening effectively to find and engage potential customers
- Build relatable, real-time moments like an A-list celebrity for your brand
- List the types of content given preferential treatment by Facebook and Instagram
Get More out of Every Email You Send
- Dathan Brown, ActiveCampaign
- Send more actionable emails
- Easily segment for every stage of the customer lifecycle
- Simplify your processes and improve reporting
- Prove your value with better results
Leveraging Publicly Available Information to Better Your Brand
- Steve Coakley, Babel Street
- Leverage PAI to inform smart business decisions and drive the overall mission of a business
- Master how to efficiently gather and execute on PAI to better support brand management
- Effectively create a proactive plan to prepare for crisis situations by harnessing PAI
Up the Ladder, Down the Chain, Full-Funnel Attribution To Keep Your Boss Sane
- Lindsy O’Connor, Adtaxi
- Ensure your website and campaigns are set up for proper attribution/measurement
- Identify and prove the value of top of funnel campaigns that feed low funnel conversions
- Master the various attribution models and implement the best one for your business
- Understand and communicate full-funnel attribution to management
- Optimize your budgets accordingly and justify your budget increase for next year
Implementing Destination-Based Marketing to Win More Store Visits
- Stephanie Fleischman, Waze
- Understand the difference between destination and location-based marketing
- Connect the online and offline consumer experience
- Plan a comprehensive media mix that optimizes results (and accounts for seasonality)
Captain Marvel, Disney+ and Star Wars: 8 Content Marketing Lessons Your Brand Can Learn from Walt Disney Studios
- Hilary Sutton, HSL Digital
- Overcome your content limitations
- Replicate the Disney approach to content
- Respond to industry disruption and pivot to get optimal results
- Discover your strongest content pillars
3:50pm - 4:20pm
Winning at SEO With a Growth Mindset
- Eli Schwartz, Consultant
- Put aside thoughts about SEO best practices and approach challenges with a growth mindset
- Uncover the true value of a website’s existing traffic
- Identify and capitalize on quick win opportunities for growing search traffic
- Implement a process of testing and experimentation for continuous learning and traffic growth
How (and Why) You Should Create Content Nobody is Searching For
- Sam Miller, Red Hat
- Identify auxiliary conversations surrounding the topics you want your target audience to search for.
- Create and execute a content strategy that uses a stakeholder’s original request as a catalyst to create a stronger SEO funnel
- Communicate with stakeholders in a way that encourages buy-in and support
The Method Behind the Measurement: Marketing Analytics for Higher ROI
- Tiffany Schreane, The City University of New York
- Develop and execute an effective and efficient digital marketing strategy
- Determine metrics that are beneficial and deliver actionable insights
- Extract and interpret valuable learnings to apply to future campaigns
Optimizing Human Flow: Providing Consumers with a New Luxury — Human Connection + Emerging Tech
- Pauline Oudin, Gradient
- Understand how experiential marketing can humanize brand-consumer connections
- Create meaningful connections in intimate small environments focusing on one-on-one interactions facilitated by digital tools such as facial recognition and heat mapping
- Know how to invest in trade activations and the people behind brands in order to strengthen the message and effectively inspire consumers
Programmatic Evolved: Advanced Targeting + Superior Tracking = Your Advantage
- Brian Lahey, Genius Monkey
- Move beyond reach, frequency & CPM
- Benefit from data collection to reach your ideal customers
- Leverage Artificial Intelligence (AI) to be a smarter marketer
- Speak to the right now generation, understand your audience, and impact the bottom line
- Create heavy competition among publishers & networks to stretch your ad dollars in real-time
4:35pm - 5:05pm
Inclusive Design – Why Digital Accessibility Is A Must
- Christi Olson, Microsoft
- 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
Drop the “E” in E-commerce: Prepare for Today’s Borderless Retail Landscape
- Liz Fogerty, EDGE Marketing
- Understand that the idea between consumer and shopper is obsolete – explore and adopt our new definition
- Identify “buy moments” that are most effective in connecting and converting across retail channels
- Replicate how organizations are adapting to answer the demand to deliver true omnichannel experiences and activations
- Adapt measurement metrics that drive profitability, relationships and loyalty
- Recognize specific consumer behaviors that will shape future retail strategies
How to Build Bridges Between Departments for SEO Success
- Dave Rohrer, NorthSide Metrics
- Make reporting a vehicle for getting support from other departments rather than a time suck
- Use tips and tools provided that will help you negotiate more resources and budget
- Allow in-house teams to optimize processes and think like an agency
Build Awareness, Credibility & Authority as a Podcast Guest
- Mark Deal, Podcast Guest Academy
- Identify traits of the best podcasts to be interviewed on for your brand
- Successfully reach out and get booked for interviews
- Use conversational techniques that will make you a memorable guest
- Unlock strategies to increase market awareness, credibility, and authority
Create Marketing Content for the ENTIRE Month with Just One Source
- Jean Ginzburg, JeanGinzburg.com
- Repurpose one piece of content in multiple ways so you aren’t always spending time and money creating new content
- Use marketing tech platforms to add efficiency and streamline the content publishing process
- Create a content calendar which allows you to organize, plan, and be more strategic with the content you have already developed
5:05pm - 6:00pm
Closing Reception
Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, another Internet Summit has come and gone, but applying all your new digital marketing knowledge and insight is only just beginning!