Agenda

Session Filters

Pre-event Monday, June 03

10:00 am - 4:00 pm

Influencer Masterclass: Cultivating a Powerful Network for Link Building, Social Media Evangelism, and PR​

Masterclass
  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross

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​
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

CRO for Content Marketers

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey
  • The magical equation you’ve been optimizing for, but didn’t know it.
  • The metrics content marketers should pay attention to.
  • Calculate the value of a reader, prospect and customer.
  • Build high-converting content pages.
  • How to get bigger content budgets from higher conversion rates.
  • The rules of behavioral science — that you already know.
  • The tools you should always have at your fingertips.
  • How to use heatmaps to improve page layouts.
  • Using analytics to grade your content and traffic.
  • Why Bounce Rate is a poor indicator of content effectiveness.
  • The sources of data you can tap for amazing insights.
  • Keeping designers and copywriters honest.
  • How to outgrow competitors with more resources.
  • Dealing with executive interference.
  • How to evaluate for crazy ideas that “just might work.”
  • Transcend your IT department.
  • How to decide what to change, what to leave the same, and what to test.
  • Writing great survey questions.
  • How to run a focus group from your desk.
  • Managing content for a website redesign.
  • How to develop ads that deliver qualified readers.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Day 1 Tuesday, June 04

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • 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
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

SEO of Today

AM Workshop
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein
  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
  • Win over key executives with the right data and reporting
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • SEO & Search
  • Strategy

Forget Everything You Know About Email Marketing

AM Workshop
  • Jen Capstraw, Iterable
  • Jen Capstraw
  • 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
  • Design
  • Email Marketing
  • Measurement
  • Strategy
  • UX

Main Conference

1:15 pm - 2:15 pm

The Craft of Content: Moving Beyond Best Practices

Keynote
  • Stacy Minero, Twitter
  • Stacy Minero

It’s never been harder to earn attention and create meaningful connections: there’s more content than ever; the feed moves fast; and people make viewing decisions in milliseconds. So, what can brands do about it?

They must engineer content that creates an instantaneous connection with consumers and keeps them emotionally invested. This talk will help you better understand how to move beyond mobile best practices to design content that moves people to feel something or do something. Learn a slate of techniques that combine creative craft with social influence.

  • B2B
  • B2C
  • Branding
  • Social Media

2:30 pm - 3:00 pm

Analytics and Attribution: Measuring the Success of Influencer Marketing

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Set the expectations for influencer deliverables
  • Define and track brand & traffic KPIs
  • Report on how influencers have impacted revenue
  • B2B
  • B2C
  • Data
  • Measurement
  • Social Media

Why Marketing Analytics Fails (and How to Do It Right)

  • Matt Hertig, Alight Analytics
  • Matt Hertig
  • Correctly identify your team’s current needs and objectives using the 4 Levels of Marketing Analytics Performance
  • Understand the essential roles needed in a healthy analytics practice
  • Determine how to choose the right tools for data management and dashboards
  • Discover what you need to do to advance to the next level of performance
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

Filmmaking in Marketing Simplified: How to Tell Better Stories

  • Derek Lavon Dienner, MAKE Films
  • Derek Lavon Dienner
  • Develop a creative brief process to strategically craft videos to connect to your audience
  • Implement three ways how to grow empathy to tell better stories
  • Use personal tragedy to inspire better stories
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

3:15 pm - 3:45 pm

Google SEM and Display Trends and Tips you Can’t Afford to Ignore

  • Bill Leake, Apogee Results
  • Bill Leake
  • Understand how to use the latest changes to your advantage
  • Acquire several powerful tips & tactics you can immediately deploy
  • Amp up your campaign effectiveness and provable ROI
  • B2B
  • B2C
  • Paid Advertising

SEO Quick Wins: 20% of Actions for 80% of Results

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Execute on the 20% of transformative actions that lead to 80% of your organic search results
  • Perform a quick, simple and action-oriented SEO audit to prioritize your content, backlink and technical strategies
  • Design a winning SEO game plan that will not break the bank
  • Implement an agile and inclusive SEO process
  • Adapt to recent Google changes and position your strategy ahead of the evolving algorithm (and the competition)
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search

Navigating The Rapids: Unlock Business Growth With Amazon

  • Jonathan Spindel, Unique Influence
  • Jonathan Spindel
  • Identify your brand’s growth opportunities in the Amazon marketplace
  • Launch new products and have them rank on Amazon
  • Optimize your Amazon storefront and product pages for ranking and conversion
  • Leverage the value of paid efforts to amplify organic sales
  • Develop an optimal customer experience to drive performance KPIs
  • B2B
  • B2C
  • Conversion
  • Paid Advertising
  • SEO & Search
  • Strategy

4:00 pm - 4:30 pm

Ignore at Your Peril: 9 Trends That Will Reshape Your Marketing Organization and Career

  • Loren McDonald, Acoustic
  • Loren McDonald
  • Better plan and prioritize marketing investments for 2020
  • Communicate to your team why NOW is the time to embrace agile marketing
  • Rationalize to management why it is time to reorganize around the entire customer journey
  • Convince your marketing leadership that data integration needs to be a dedicated marketing role
  • B2B
  • B2C
  • Content Marketing
  • Data
  • Emerging
  • Strategy

Contagious Content: Turn Your Customers From Privately Placid to Publically Passionate

  • Ossa Fisher, Istation
  • Ossa Fisher
  • Understand what marketing elements turn ordinary campaigns into contagious collateral
  • Use psychological triggers that continually remind consumers of your brand
  • Develop a playbook for turning ordinary products into social currency and emotional memories
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Social Media

How to Build Giving Campaigns with Impact

  • Gina Davis, Ticket to Dream Foundation
  • Gina Davis
  • Understand how consumer-focused giving activations build brand preference and sales
  • Create campaigns, content and stories that connect with a socially-aware audience
  • Apply digital and mass marketing strategies to target and engage audiences
  • Branding
  • Content Marketing
  • Social Media
  • Strategy

4:45 pm - 5:15 pm

Everyday Behavioral Science For Better Conversion Optimization

  • 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
  • Conversion
  • Measurement
  • Strategy

The True Path to Measuring Campaign Incrementality

  • Matt Barbarasch, Facebook
  • Matt Barbarasch
  • Use the scientific practice of test-and-control lift experimentation to prove positive impact on business outcomes
  • Better understand the customer journey and the value of marketing investments
  • Define how to use lift testing and attribution as complementary approaches
  • See how other advertisers have used this method to achieve measurement success
  • B2B
  • B2C
  • Measurement
  • Paid Advertising

How to Win the UX War on the Corporate Battle Field

  • Lynne Adams, Johnson & Johnson
  • Lynne Adams
  • Diagnose and overcome common obstacles marketers face when convincing colleagues and management to prioritize user experience
  • Create a strategy to effectively communicate the benefits of design to your organization
  • Build stakeholder trust and confidence by articulating the value of good UX
  • Identify allies who will help build momentum on your journey to promoting a user-centric culture
  • B2B
  • B2C
  • Design
  • Strategy
  • UX

5:15 pm - 6:15 pm

Opening Reception

Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

Day 2 Wednesday, June 05

8:30 am - 9:00 am

Seven Habits for Highly Successful Digital Marketers

  • Marc Engelsman, Digital Brand Expressions
  • Marc Engelsman
  • Better develop and “sell-in” integrated digital marketing strategies
  • Evaluate the potential impact of and adapt to emerging digital technologies/techniques
  • Turn data into meaningful insights
  • Stay ahead of your competition and generate win/win results
  • B2B
  • B2C
  • Conversion
  • Strategy

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • 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
  • B2B
  • B2C
  • Design
  • SEO & Search
  • Strategy
  • UX

9:15 am - 9:45 am

Fyre Festival: 10 Marketing Lessons Your Business Can Leverage

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Move beyond marketing your products/apps/services and focus on experience marketing
  • Empower today’s digitally connected consumer by capturing attention, maintaining attention and creating buzz
  • Understand why influencer marketing in 2019 requires much more than a celebrity posting an orange tile and how every business can leverage influencer marketing at scale
  • Spend more time understanding your customer while embracing the importance of transparency and authenticity in good times and when things go up in flames!
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Customer Storytelling: Connecting with Empathy and Humor

  • Tim Washer, Ridiculous Media
  • Tim Washer
  • Transform case studies into voice-of-the-customer videos that connect emotionally
  • Produce award-winning content on a shoestring budget
  • Apply simple, affordable tactics to produce a mini-documentar
  • B2B
  • B2C
  • Content Marketing
  • Video Marketing

How You Can Save Up To 50% on Your Digital Media Budgets

  • Senthil Govindan, Datawrkz
  • Senthil Govindan
  • Understand the digital media value chain
  • Use a framework for deciding whether to outsource media buying or keep it in house
  • Determine if media buying will be done in a transparent fashion
  • Evaluate media buying firms, especially with respect to pricing structure
  • Understand when to use Search, Social, and Programmatic channels
  • B2B
  • B2C
  • Conversion
  • Data
  • Paid Advertising

10:00 am - 10:30 am

Shaping Brand Perception Through Storytelling

  • Ben Tamblyn, Microsoft
  • Ben Tamblyn
  • Tell stories that create brand impact and stir emotions
  • Apply strategic tactics that elevate your brand storytelling
  • Understand the storytelling strategy that shapes Microsoft’s public perception
  • B2B
  • B2C
  • Branding
  • Strategy

How to Embrace the Convergence of TV and Digital Video

  • Ben Van Horn, Spectrum Reach
  • Ben Van Horn
  • Understand how digital and television have converge
  • Gain insights into how video consumption has change
  • Reach consumers using data-driven marketing
  • Create a blueprint for a successful multi-platform campaign strategy
  • B2C
  • Data
  • Video Marketing

UX Meets MBA: A Designer Goes to Business School

  • McLean Donnelly, The Makery Group
  • McLean Donnelly
  • Articulate the ROI of improved customer experiences
  • Build strategic plans that include customer and business outcomes
  • Teach creatives to use business metrics in their everyday work
  • Design
  • Strategy
  • UX

11:00 am - 11:30 am

Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

  • Brian Lahey, Genius Monkey
  • Brian Lahey
  • Better understand your customers’ journeys, and how they should be applied to your strategy
  • Recognize how display 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
  • Paid Advertising
  • Strategy

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

Social Media Graphics: Create Amazing Visuals That Get Shared Like Crazy

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Use FREE tools such as Canva and Adobe Spark to create visually appealing social media content without professional design skills
  • Know key image sizes to use on the major social networks
  • Create visual content from customer reviews
  • Understand the must-have’s for getting maximum engagement on Facebook posts through visuals
  • Determine when to post an image, video, or text-based content
  • B2B
  • B2C
  • Design
  • Social Media
  • UX

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • 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
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

Four Automated Email Series That Get Serious Results

  • Rachael Goodrich, Emma
  • Rachael Goodrich
  • Produce 18x more revenue through content nurturing
  • Send personalized content based on specific user actions
  • Increase profits by 30% with behavioral emails
  • B2B
  • B2C
  • Conversion
  • Email Marketing
  • Measurement

Conducting User Research with Inconvenient Participants

  • Bill Selman, Airbnb
  • Bill Selman
  • Understand the background, theory, practice behind UX research recruiting
  • The pros and cons of conducting “guerilla” or “coffee shop” UX research methods
  • Quickly and cost-effectively recruit more diverse and insightful participants for your product and UX research studies
  • B2B
  • B2C
  • Data
  • Design
  • UX

12:30 pm - 1:30 pm

Zero-Dollar Marketing: Driving Global Impact Through Growth Hacking

Keynote
  • Andrew Malcolm, Evernote
  • Andrew Malcolm

Andrew Malcolm became CMO at Evernote 30 days after the company was called the “first dead unicorn.” Less than a year later, Evernote was cash flow positive, without a single new feature. Andrew (aka “Malc”) will describe how he used growth hacking and pricing to turn the company around and how you can use simple approaches to make a huge impact in your business.

1:40 pm - 2:10 pm

Establishing a Data-Driven Social Content Strategy

  • Ericka Kurtz, MGM Resorts International
  • Ericka Kurtz
  • Understand how to use data and insights to drive your content strategy
  • Implement social listening to optimize content curation and output
  • Identify the value of influencers as part of your content strategy and turn it in to a scalable channel
  • Define and defend social KPIs to key stakeholders
  • B2C
  • Content Marketing
  • Data
  • Social Media

How to Run a Content Practice (Without Inciting Mass Panic)

  • Matt Ingwalson, Heinrich
  • Matt Ingwalson
  • Clearly articulate a strategic goal and map your content to meet it
  • Determine the pieces you need to produce – and when to share them
  • Assign accountability for who concepts, produces and approves tactics
  • Develop a process that allows you to cost-effectively produce content for mobile, social and owned channels
  • Content Marketing
  • Strategy

WAKE UP Your Digital Marketing

  • Tiffany Starnes, New Horizons
  • Tiffany Starnes
  • Deploy social listening tactics to monitor online conversations about specific topics for your business
  • Develop a customer persona to understand how to approach your audience with the right message
  • Allocate resources wisely to the most appropriate content and channels
  • Analyze results to assess performance
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media
  • Strategy

2:20 pm - 2:50 pm

The Feng Shui of Modern Email

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • 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
  • B2B
  • B2C
  • Email Marketing

Crisis Communications: How To Do It Right

  • Tatiana Kuzmowycz, ClassPass
  • Tatiana Kuzmowycz
  • Develop a communication playbook that spans all areas of the business, from press to customer service to your executive team
  • Communicate change with an empathetic customer-first approach
  • Understand ways to preserve your brand and retain customer loyalty
  • Plan for the unexpected with toolkits and plans for the moments you don’t expect
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Social Media

Sound, Search and Semantics

  • Upasna Gautam, Ziff Media Group
  • Upasna Gautam
  • Understand the two fundamental parts of Google’s Automatic Speech Recognition (ASR): how sound is processed and how speech modeling is conducted
  • Know exactly what the four metrics Google uses to track the quality of the system are
  • Apply given tactics on how to target content by searcher need states to your own strategy
  • Emerging
  • SEO & Search

3:00 pm - 3:30 pm

Adapting To The New Facebook

  • Alex Baker-Whitcomb, WIRED Magazine
  • Alex Baker-Whitcomb
  • Decide if being on the platform is right for you
  • Learn how to adapt previous Facebook strategies to boost your other platforms
  • Get the most out of the new algorithm, and avoid the penalties and pitfalls that could sink you
  • B2B
  • Social Media
  • Strategy

Get More out of Every Email You Send

  • Courtney Graham, ActiveCampaign
  • Courtney Graham
  • 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
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

Using Experiential Opportunities to Gain Share of Voice and Create Impactful Engagement

  • Chiara Adin, N/A Collective
  • Chiara Adin
  • Cultivate brand growth through memorable, dynamic experiences
  • Get in the mind of your consumers and discover the right activation opportunities to engage with them
  • Use experiential to create a deeper connection with your brand
  • B2C
  • Branding
  • Customer Experience

3:40 pm - 4:10 pm

The Funnel is Dead: Long Live the Marketing Flywheel to Engage Customers

  • Dave Meyer, BizzyWeb
  • Dave Meyer
  • Define why the Marketing Flywheel makes more sense than the metaphor of a funnel
  • Take steps to re-engage your audience to help deepen relationships and grow faster
  • Get more and better results by spinning your flywheel faster, to keep your marketing machine running
  • Increase your marketing efficiency, and tie results to CRM as your business growth hub
  • B2B
  • B2C
  • Content Marketing

Your Network is Your Net-Worth: How to Grow Your Social Capital Like a Super-Connector

  • Anne Gherini, Affinity
  • Anne Gherini
  • Access the value of your network
  • Understand the importance of an “open network”
  • Employ the 4 basic habits of super-connectors
  • Describe why social networks often let us down and how to optimize them
  • B2B
  • B2C
  • Conversion
  • Social Media
  • Strategy

4:10 pm - 5:00 pm

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, DS is over for this year, but applying all your new digital marketing knowledge and insight is only just beginning!