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Agenda

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Day 1 Tuesday, April 4

  • April 4
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play ""content Moneyball"" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access & Platinum Passes, upgrade required for Conference Passes
  • April 4
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • April 4
  • 2:30 pm - 3:00 pm
  • Stage 3
  • Better understand how ad fraud works in the digital advertising ecosystem (including real life examples).
  • Be current on what Google is doing to defend advertisers, publishers, and users from ad fraud.
  • Take action in defending back against ad fraud.
  • April 4
  • 2:30 pm - 3:00 pm
  • Stage 2
  • A general overview of what personas are – and what they’re not – as well as how they can help in design work.
  • Tips on securing persona buy-in from your stakeholders, even when your business partners want you to design for a ridiculously large audience.
  • Creative ways you can share personas and help ensure they remain useful, compelling, and memorable, and how you can actively engage personas as members of your design team.
  • April 4
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Create digital ads that consumers will engage with across devices
  • Tailor digital creative based on marketing objectives
  • Understand what different generations of consumers would like from digital ad creative
  • April 4
  • 3:15 pm - 3:45 pm
  • Stage 1
  • How email data can reveal an emotional connection to your brand
  • Best practices for delivering a personal, user-centric experience in their email campaigns
  • Establishing email as the foundation of an omni-channel engagement strategy
  • April 4
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Understand the key role that forward thinking marketers play in social selling
  • Advanced social selling tactics to take that will blow away your sales team
  • Learn 3 critical question to ask you sales counterpart every month.
  • April 4
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Tips for analyzing your consumers' behaviors and focus your digital strategies on the most enhanced overall customer experience
  • How to translate your brand's values adeptly into a digital content experience
  • Creating a connected ecosystem for your consumers with immersive and meaningful content, across multiple digital platforms
  • Exclusive insights into BET's digital strategy, as well as a sneak peek into original projects and web series
  • April 4
  • 4:45 pm - 5:15 pm
  • Stage 3
  • Understand ways that mobile and social content consumption are changing and converging
  • Use methods such as geotargeting to better reach your audience
  • Leverage native advertising to influence perception during the evaluation and purchase process
  • Envision what the future of mobile advertising looks like
  • April 4
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Understand the difference between reporting and analytics
  • Walk away with our actionable 3 pillars of success
  • Learn how to break down different solution models
  • Be able to establish the right analytics and reporting approach for your organization
  • Equip your team for long-term analytics success
  • April 4
  • 4:45 pm - 5:15 pm
  • Stage 2
  • See case studies of organizations that have prospered because they've adapted to a Tactical-Strategic UX mindset (and take a cue from them)
  • Better advocate for and strengthen the concept of user experience within your company
  • Obtain strategic buy in for user experience within the management level of an organization
  • Bring UX practitioners and management together to further empower the concepts and advancement of user and customer experience
  • April 4
  • 5:15 pm - 6:15 pm

Opening Reception

Day 2 Wednesday, April 5

  • April 5
  • 8:30 am - 9:00 am
  • Stage 1
  • 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
  • April 5
  • 9:15 am - 9:45 am
  • Stage 1
  • Know what content works and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Better understand the B2B audience and their needs
  • Be the go-to source of content for executives
  • Innovate with distribution, format and cadence to reach your target audience
  • April 5
  • 9:15 am - 9:45 am
  • Stage 2
  • Understand why design and user experience matter when it comes to increasing both conversions and brand loyalty and how to drive this conversation with their team.
  • Implement a mobile strategy with a focus on design and usability all while avoiding the perils of Mobilegeddon.
  • Advocate for control of your website content and marketing efforts using a CMS that allows for updates in all areas of your website, not just content.
  • Use design and images to improve the speed and usability of your website to boost rankings and conversions.
  • April 5
  • 10:00 am - 10:30 am
  • Stage 2
  • Use publishers and influencers to create branded content that's far more effective (and less BS-filled) than traditional online advertising (e.g. pre-roll ads).
  • Craft branded content for maximum impact on social media
  • Effectively use humor to connect with young audiences
  • Identify the cutting edge tools you need to interact with young audiences better — i.e. messenger bots, live streaming video, and interactive tech
  • April 5
  • 10:00 am - 10:30 am
  • Stage 3

As marketing strategies and practices continue to evolve they are increasingly driven by technology solutions, gobs of data and analytics. The next wave of marketing will also leverage machine learning tools and is poised to make marketers more efficient and enable more strategic insights and decision making.

  • April 5
  • 11:00 am - 11:30 am
  • Stage 2
  • Avoid falling for generational stereotypes
  • Stay attuned to the next generation's consumption trends
  • Create content that connects with millennials
  • Use big data to your advantage
  • Leverage the biggest emerging trends in marketing
  • April 5
  • 11:00 am - 11:30 am
  • Stage 3
  • Learn 5 important traits of “digitally fit” organizations and brands
  • Get a framework to assess your organization’s digital fitness level
  • Discover how marketers are leading change and helping their brands get fit today
  • Learn how to make the case for changes in your organization, collaborate across teams, and exceed digital expectations
  • April 5
  • 11:45 am - 12:15 pm
  • Stage 1
  • Create an Actionable framework for measuring marketing performance
  • Update your strategy for calculating marketing ROI and attribution to various channels
  • Understand how Facebook addresses attribution across a wide customer portfolio
  • Apply lessons learned from managing multiple, global brands
  • April 5
  • 11:45 am - 12:15 pm
  • Stage 2
  • The 5 principles for equipping organizations to engage
  • Differences between standard business processes and relationship business processes
  • How leadership helps, and hinders, successful relationship projects
  • Why companies are failing at failure, and how to learn more from failures
  • April 5
  • 12:30 pm - 1:30 pm
  • Lunch Keynote
Enjoy hearing insights about the future of tech from the one and only Steve Wozniak. In this interview style presentation, listen to what Steve Wozniak thinks of the future of tech--specially mobile and wearable technology, AR, and VR; the advent of big data; the promise of tech yet to be delivered; advice he has for digital professionals; best practices for marketers and technologists working together; and much more.
  • April 5
  • 1:40 pm - 2:10 pm
  • Stage 1
  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization
  • April 5
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Probe for the key information that can evolve a design, not just utilize user feedback for validation and gut checks
  • Understand how to best incorporate user feedback into the way your team works with each other, especially during early product development
  • Add all of this while moving fast and hitting your deadlines
  • April 5
  • 3:00 pm - 3:30 pm
  • Stage 3
  • General background on Experiential marketing techniques and how they intersect with a social/digital campaign
  • Profiles of some of the best known brands and how they use it effectively
  • Video examples for reference within the retail, hospitality, fmcg, tourism and entertainment space
  • Learn about new tools available to capture social information at events without hashtags
  • April 5
  • 3:00 pm - 3:30 pm
  • Stage 2
  • Create content that activates audiences, regardless of their learning style preference
  • Understand how to generate more media coverage with a media relation program reporters
  • Increase ROI-based social activity with aspirational messaging
  • April 5
  • 3:00 pm - 3:30 pm
  • Stage 1
  • How to spot the most important underlying issues and needs facing your customer
  • Ideas for embedding those needs into empathy-driven storytelling,
  • An integrated program strategy that will help your brand better resonate with customers and break through growing apathy
  • April 5
  • 4:20 pm - 5:00 pm
  • Closing Keynote

Content is both king and kingdom in the marketing world but what good is great content if no one sees it? Confronted by information overload, distrust in advertising and the growth of ad blocking,

  • April 5
  • 4:20 pm - 5:00 pm
  • Closing Keynote
  • April 5
  • 5:00 pm - 6:00 pm

Closing Reception

Join us at DS Los Angeles 2017

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