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Agenda

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Day 1 Tuesday, May 01

8:30 am - 12:30 pm

How to Create, Optimize and Amplify Content That Converts

AM Workshop
  • Blake Pappas, Vertical Measures
  • Noelle Schuck, Vertical Measures
  • Blake Pappas
  • Noelle Schuck
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

Actionable Analytics: Data-driven, Decision Making to Attain Your Business Objectives

AM Workshop
  • Thom Craver, CBS Interactive
  • Thom Craver
  • Set-up and diagnose issues with goal funnels
  • Use advanced segmentation techniques for fine-tuning your KPIs
  • Interpret KPI data to make business decisions
  • How to A/B test content for optimizing conversions
  • Track email, social, and other inbound marketing campaigns
  • Understand and utilize attribution modeling methods
  • Track offline conversion measurement tactics
  • How to dashboard and report your results
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Measurement

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why email still matters to you and the people you’re trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Learn how Internet Service Providers (ISPs) might be treating your campaigns
  • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
  • Perform regular email audits which are crucial to email success
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email Marketing
  • Mobile Marketing
  • Strategy

Main Conference

1:15 pm - 2:15 pm

Data is the New Black

Keynote
  • Carol Carpenter, Google Cloud
  • Carol Carpenter

2:30 pm - 3:00 pm

Unraveling the Mystery of the Facebook Algorithm

  • Alex Baker-Whitcomb, WIRED Magazine
  • Alex Baker-Whitcomb
  • Produce and find the content types that Facebook prioritizes most
  • Build partnerships with brands that effectively boost your own content
  • Avoid penalties and potholes that can sink your content overnigh
  • Content
  • Social Media

How to Develop Your Marketing Strategy Before the Market Does it For You

  • Create impactful new marketing strategies that integrates all elements of your customer engagement and customer interactions spectrum
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Adeptly determine when to make changes to your strategies to account for new, emerging technologies
  • B2B
  • B2C
  • Measurement
  • Strategy

Think Like A Journalist: Tips For Improving Your Content Marketing

  • Effectively use data and anaytics to improve Customer Experience.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • Conversion
  • Data

3:15 pm - 3:45 pm

Measuring the Moment: Pro Tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • SEO & Search

Hack Facebook’s New Algorithm Changes

  • Carlos Gil, BMC Software
  • Carlos Gil
  • Adjust and apply techniques to reclaim or boost Facebook engagement
  • Create the ultimate checklist for creating highly-optimized Facebook content
  • Tap into Facebook’s analytics updates to measure your successes
  • Search
  • Social Media

Your Website’s Performance Matters to Google AND Your Clients!

  • Jon-Mikel Bailey, Wood Street
  • Jon-Mikel Bailey
  • Identify website issues affecting performance
  • Make the right choice for hosting
  • Optimize images and video
  • Prioritize the use of smart coding techniques
  • Know when to use responsive design, AMP, or an app for mobile users
  • B2C
  • Content

4:00 pm - 4:30 pm

Thought Leadership Disrupted: New Rules for the Content Age

  • Chris Shedd, The Economist Group
  • Chris Shedd
  • Know what content works best for the B2B client and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Be the go-to source of content for executives in your org
  • Develop a new distribution, format and cadence framework to reach your target audience
  • B2B
  • Content
  • Strategy

The Forgotten Phase of the Marketing Funnel: Driving Consideration in The Digital Age

  • Nick Stagge, ExpertVoice
  • Nick Stagge
  • Better understand your target consumer & who they turn to for advice on what to buy
  • Think holistically around how to take control of the consideration phase of the buying journey
  • Scale the voice of people making trusted recommendations
  • B2B
  • B2C
  • Conversion
  • Strategy

Digital Experience: the Emotion of Art Meets Technology

  • Jake Christensen, ThomasARTS
  • Jake Christensen
  • Understand how to utilize data for personas and creative development
  • Leverage known user data to personalize creative via marketing automation
  • Demonstrate lift in campaign results through omni-channel marketing
  • Identify users across their journey to target them with relevant messaging
  • B2B
  • B2C
  • Data

4:45 pm - 5:15 pm

It’s a Pay to Play World: Finding Real Value in Social Media

  • Tina Shakour, Cisco
  • Tina Shakour
  • Understand when organic social media can work – and when you will need
    to leverage paid social media
  • Move past the “boosted post” to targeted social media campaigns that
    provide results
  • Better measure the results of paid social media campaigns.
  • More expertly dissect winning Facebook and Instagram ad strategies
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Strategy

Creating Video for the Mobile-Focused Future

  • Elizabeth Giorgi, Mighteor
  • Elizabeth Giorgi
  • Better understand who is driving mobile trends and why mobile is the #1 choice for video viewing
  • Identify the types of video that get the most views across social channels
  • Devise a plan to optimize your current and future video content for mobile viewing
  • Maximize the effectiveness of your video ad spend
  • Mobile Marketing
  • Video Marketing

Utilizing SMS (Messaging) to Improve Long Term Engagement

  • Freddie Bologno, DoSomething
  • Freddie Bologno
  • Better understand the value of SMS messaging for customer retention
  • Utilize data to inform segmentation of your lists and create effective user journeys
  • Develop a concise and actionable long term engagement strategy
  • Learn about messaging tools that you can use to put your plan into action
  • Mobile Marketing
  • Strategy

5:15 pm - 6:15 pm

Opening Reception

Day 2 Wednesday, May 02

8:30 am - 9:00 am

Agile SEO: Transformative Strategies for Stellar Results

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
  • B2B
  • SEO & Search
  • Strategy

Understanding Your Consumer: Developing Personalized Content to Enhance the Customer Experience:

  • Jennifer Stamper, Extra Space Storage
  • Jennifer Stamper
  • Increase your conversion rate through consumer-first marketing
  • Effectively research and utilize your current data to develop personalized content
  • Understand the needs of the customer and develop personas to drive a personalized content strategy
  • Content
  • Strategy

9:15 am - 9:45 am

Micro-Storytelling: Effective “Stories” Strategies and Design

  • Shaun Ayala, Best Buy
  • Shaun Ayala
  • Integrate “Stories” into your social strategy
  • Understand what platform(s) to spend more time on
  • Maximize how to utilize the “Stories” tools to enhance your story telling
  • Increase retention rate through creative storytelling concepts
  • Content
  • Social Media
  • Video Marketing

UX Meets MBA: A Designer Goes to Business School

  • 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
  • Customer Experience
  • Design
  • Strategy
  • UX

10:00 am - 10:30 am

SEO and Content Unite

  • Garth O’Brien, GoDaddy
  • Garth O’Brien
  • Identify how and what your audience is seeking online
  • Ensure your content efforts will pay off and maximize your ROI
  • Open your eyes to new content opportunities giving you an edge over your competitors
  • Content
  • SEO & Search

The Digital Marketers Toolkit

  • Thom Craver, CBS Interactive
  • Thom Craver
  • List the types of marketing technology you need for success versus the ones that are nice to have
  • Understand how multiple facets of digital marketing work together
  • Learn tactics to help you maximize your technology’s performance
  • Sell you’re your executives on the benefits of using marketing technology
  • Conversion
  • Strategy

Inbound Marketing in 30 Days: Starting from Zero

  • Evan DiLeo, HubSpot
  • Evan DiLeo
  • Set your website up like a “”hub”” for your industry that attracts visitors naturally through search engines, blogging, and social media
  • Begin building out and understanding your buyer personas, followed by content catered toward the individuals who purchase from you
  • Establish proper marketing and sales alignment in an organization, enabling both teams through lead qualification and rotation
  • Social Media
  • Strategy

11:00 am - 11:30 am

Making Lemonade: Traits Beyoncé Can Teach the Modern Marketer to Run the World

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer’s needs, and
  • Enjoy some of Sasha Fierce’s favorite jams along the way
  • B2C
  • Content
  • Strategy

Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI

  • Jeremy Hudgens, Genius Monkey
  • Jeremy Hudgens
  • Move beyond reach, frequency & CPM
  • Use Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, & impact the bottom line with AI
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • Content Marketing
  • Emerging
  • Video Marketing

Ready for Takeoff: Mission, Modes, and Metrics of Content Migration

  • Ally Hwang, IBM
  • Ally Hwang
  • Understand how a clear and specific product mission should inform your content migration strategy
  • Identify user modes and which content pieces address the reasons why users come to your web / intranet application
  • Use metrics to help set parameters for your content before migration occurs
  • Content
  • Measurement

11:45 am - 12:15 pm

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Blake Pappas, Vertical Measures
  • Blake Pappas
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
  • B2B
  • B2C
  • Paid Advertising
  • Search

Influencers: Cultivating a Powerful Network for Linkbuilding & Social Media Evangelism

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Identify and qualify influencers from several sources
  • Craft news, messages, and value propositions that matter to the press and industry influencers
  • Create outreach strategies that span the longer influencer engagement process

CRM Technology is Critical to the Customer Journey

  • Adam Rugel, Conde Nast
  • Adam Rugel
  • Use your CRM platform to connect customer data and map user journeys
  • Automate personal interactions with your customers to increase sales
  • Implement a framework developing a short-term strategy that compliments the long-term business goals
  • Successfully work with stakeholders in a matrixed organization
  • Conversion
  • Data
  • Strategy

12:30 pm - 1:30 pm

Corporate Social Responsibility: Socializing Good News

Keynote
  • Beverly Jackson, MGM Resorts International
  • Beverly Jackson

1:45 pm - 2:15 pm

How to Rock SEO in a Machine Learning World

  • Kevin Indig, Atlassian
  • Kevin Indig
  • Apply data-centric approaches to connect with your audience in ways that your competitors are not.
  • Embark on the same social media strategy that has enabled Harvard Business School External Relations to increase audience interactions by 160% over the past two years.
  • Increase traffic to your website through targeted, data-driven measures
  • Analyze and report on the Return on Investment (ROI) of your social media efforts
  • Data
  • Measurement
  • Social Media
  • Strategy

Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI

  • Move beyond reach, frequency & CPM
  • Use Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, & impact the bottom line with AI
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2C
  • Content
  • Measurement
  • Social Media

How to Map Your Digital Footprint

  • Juntae DeLane, Digital Branding Institute
  • Juntae DeLane
  • Optimize your digital brand to increase conversions
  • Connect with the right customers and users in the flow of their day and be relevant to the context you find them
  • Align your digital brand with the digital trail people take to explore their interests
  • Get the latest tools to leverage for your digital brand
  • B2C
  • Measurement
  • Strategy

2:30 pm - 3:00 pm

The Art and Strategy Behind an Effective Instagram Account

  • Quinn Tempest, Digital Strategy & Design Consultant
  • Quinn Tempest
  • List questions you need to answer in order to formulate an Instagram strategy
  • Use visual planning tips and tools to create your perfect grid
  • Research hashtags that will boost your engagement
  • Use Instagram stories to bring your brand to life
  • Implement strategies to convert your followers to leads and customers off of Instagram
  • B2B
  • B2C
  • Content
  • Measurement
  • Search

Reimagining the Technology Foundation for Marketing

  • Joseph Stanhope, Forrester
  • Joseph Stanhope
  • Understand key marketing trends driving change and innovation in marketing technology
  • Identify strategic marketing technology capabilities that drive business value
  • Discuss how enterprise marketing technology will evolve over the next several years
  • List the hottest emerging marketing technologies
  • Review a new marketing technology framework to meet marketers’ needs
  • B2C
  • Conversion
  • Data
  • Social Media

Marketing Through Emotion and Sentiment

  • Robert G. Alberino, San Francisco 49ers
  • Robert G. Alberino
  • Incorporate best practices for using emotion in your marketing to keep customers loyal
  • Use customer data to drive decision making and act as a compass for your business
  • Understand and uncover ways that content and storytelling can help drive the masses to evangelize a product
  • Find creative ways to connect one-on-one with your customers using social and digital
  • B2C
  • Conversion
  • Data
  • Social Media

3:15 pm - 4:05 pm

Closing Keynote

Keynote
  • Ann Handley, MarketingProfs
  • Ann Handley

4:05 pm - 5:05 pm

Closing Reception

Join us at DS Digital Summit Salt Lake City 2017

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