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Pre-event Tuesday, April 09

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
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • SEO & Search
  • Social

How to Hack Facebook’s New Algorithm Changes

Masterclass
  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Know the types of content Facebook gives preferential treatment to
  • Implement strategies for boosting organic Facebook reach and engagement
  • Go outside of the box with tips and tricks to optimize how you post on Facebook
  • Create a valuable checklist to help you reclaim your fans on Facebook
  • Go beyond Facebook with ads to reach targeted buyers
  • Replicate engagement secrets implemented by the world’s leading brands and creators
  • Optimize engagement & click-through rates on posts
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
  • Content Marketing
  • SEO & Search
  • Social Media

Day 1 Wednesday, April 10

8:30 am - 12:30 pm

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

AM Workshop
  • John Triplett, Vertical Measures
  • John Triplett
  • 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

Email 2020: Email Marketing for This Year & Beyond

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Explain why email still matters for brands
  • Understand permission and list building/hygiene
  • List the metrics that impact deliverability
  • Decipher how internet service providers score engagement
  • Use a roadmap for managing inactive subscribers
  • Design and develop an impactful email
  • Know why subscribers open and why they don’t
  • Personalize and segment your subscribers
  • Determine the right frequency for your brand and subscribers
  • Fit email into your demand generation plan
  • Determine the right email metrics for your brand
  • Review what the future of email might look like over the next few years.
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email Marketing
  • Strategy

1:15 pm - 2:15 pm

Opening Keynote

Keynote
  • Randi Zuckerberg, Zuckerberg Media
  • Randi Zuckerberg

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.

  • Strategy

2:30 pm - 3:00 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

Using Social Media and Content to Build Your Personal Brand and Land Your Next Job

  • Develop your personal brand positioning
  • Build a content strategy for your personal brand
  • Leverage social media to build your personal brand
  • Balance your personal brand with your professional responsibilities
  • Branding
  • Content Marketing
  • Social

Stop Blasting, Start Conversing! A Success Blueprint for Cultivating Lasting Relationships with Email Marketing

  • Understand the five “levels” of messaging that should be part of your email marketing program
  • Articulate and justify the value and purpose of each level and campaign type
  • Identify the automated email campaigns that best serve your business model and prioritize their importance
  • B2C
  • Content Marketing
  • Email Marketing
  • Strategy

The Art of Risk: Why Experiments Are No Longer an Option for Growth

  • Chad Sanderson, Microsoft
  • Chad Sanderson
  • Understand the underlying statistical truths conveyed by digital experiments
  • Create a culture of experimentation across all aspects of your company, with or without a testing tool
  • Develop impactful test designs using experimentation frameworks to build a marketing model governed by science, not opinion
  • B2B
  • B2C
  • Measurement

3:15 pm - 3:45 pm

What? How? Why? Building Query Personas to Power Your Content Strategy

  • Understand Google’s drive to satisfy every query
  • Ideate & research your customer’s intent based needs
  • Produce content that both users and bots should love
  • Drive relevant organic & social traffic to engage your audience
  • Build a content strategy based on Question Personas (and success!)
  • B2C
  • Content Marketing
  • Conversion
  • SEO & Search

Experiential Marketing and Influencing the Consumer Journey

  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience

How To Prepare For Voice Search To Change Customer Discovery

  • Determine voice search’s impact on your business for today and the future
  • Better understand how IAs are “indexing” content to searchers
  • Take those learnings and apply them to your customer acquisition strategy
  • B2C
  • Emerging
  • SEO & Search
  • Strategy

4:00 pm - 4:30 pm

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

Contagious Content: Turn Your Customers From Privately Placid to Publicly 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
  • Strategy

Digital Advertising and Data: Fulfilling the Mad Men Creative Promise

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Understand the relationship of ad creative to audience and content​​​
  • Use your new working knowledge of the various creative elements of social ads​​​
  • Test for the best combination of creative​​​
  • B2B
  • B2C
  • Content Marketing
  • Social
  • Strategy

4:45 pm - 5:15 pm

The Power of Deep Content: Articulating Your Brand Story in a Noisy Environment

  • List 5 verbs that are the necessary building blocks for deep content
  • Unlock the power of pain points
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • B2C
  • Content Marketing
  • Strategy

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful data strategy
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

How the Best Brands Use Augmented Reality and Image Recognition to Drive Engagement

  • Define experiential marketing, as well as tactics and uses
  • Explain augmented reality and image recognition
  • Replicate how top brands use these powerful tools by viewing 4 video case studies
  • Integrate your team with strategic technology partners in this space
  • B2B
  • B2C
  • Conversion
  • Emerging
  • Strategy

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 Thursday, April 11

8:30 am - 9:00 am

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use events and data layers in your measurement, without the need for code or dev cycles
  • 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

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

9:15 am - 9:45 am

Ten Shortcuts to a Successful Content Marketing Program

  • Heather Pemberton Levy, Gartner
  • Heather Pemberton Levy
  • Craft the ideal content formula to maximize traffic
  • Identify the most important areas to focus investment
  • Determine the #1 ingredient to scale your program
  • Draw insights for your content from audience behavior
  • B2B
  • B2C
  • Content Marketing
  • Data
  • Strategy

Business Messaging: Meet Consumers Where They Are

  • Rob Lawson, Google
  • Rob Lawson
  • Understand how Rich Business Messaging will change SMS
  • Increase customer engagement and personalization with RBM
  • Reach mobile customers more effectively
  • Prepare your brand for the future of messaging
  • B2C
  • Conversion
  • Mobile Marketing

Mobile: Why Customers Are Addicted (And What Marketers Can Do About It)

  • See how mobile has changed the way customers shop and what marketers can do about it
  • Understand the psychology to what makes mobile (and the content on it) so addictive
  • Add marketing tactics to your toolkit to help you better reach (and convert) your customers
  • Better position mobile media as a revenue-generating channel within your media mix
  • B2C
  • Mobile Marketing
  • Strategy

10:00 am - 10:30 am

How Brands Can Harness the Power of Instagram Stories

  • Quinn Tempest, Digital Strategy & Design Consultant
  • Quinn Tempest
  • Understand why you should create a unique Story strategy and how to do just that
  • Explore tools, formats, and Story engagement opportunities you should know
  • Employ strategies to drive conversions and generate leads right from Stories
  • Strategically plan your Instagram marketing editorial calendar
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

Trust by Design: Keeping Your Customer on Your Side

  • Look at visual and interactive signals to build trust in the experience and product
  • Assess designs for how the viewer will trust their visual and interactive messages
  • Look at a product’s long term success based on trust, rather than short-term profit gains
  • B2C
  • Strategy
  • UX

Becoming a Digital-first Organization

  • Sandya Magge, Samsung
  • Sandya Magge
  • Understand key considerations in leading a digital transformation strategy
  • Keep pace with customer demand in digital channels
  • Affect change in a large company
  • Build a roadmap to respond to the diverse needs of customers
  • B2C
  • Conversion
  • Customer Experience
  • Strategy

Crafting Content for a New Generation: Gen Z

  • Finola Austin, Refinery29
  • Finola Austin
  • Define Gen Z and point to the biggest differences between this cohort and millennials
  • Tailor your content strategy (channel mix and content themes) to Gen Z consumers
  • Speak to best-in-class examples of content creation for/marketing to Gen Z and apply these learnings to your industry
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Data

11:00 am - 11:30 am

Should You Fire Your Chief Marketing Officer?

  • John Triplett, Vertical Measures
  • John Triplett
  • Understand changing role of the CMO (or lead marketing executive)
  • Explain the emerging skill set every marketing executive should possess
  • Recognize why ROI should drive the CMO’s actions and decisions
  • Grasp where the marketing executive should focus time and resources
  • Answer whether or not your CMO is allocating budget to the right channels
  • Determine if your marketing executive is setting the organization up for future success by focusing on an ‘owned’ audience
  • Know when the CEO is really the one to blame
  • B2B
  • B2C
  • Strategy

Growth by Content: Driving Massive Traffic Without a Big Budget

  • Nadya Khoja, Venngage Infographics
  • Nadya Khoja
  • Build a high-impact strategy that requires little to no ad spend budget
  • Create a range of content types that will contribute to improving a variety of acquisition performance metrics all at once
  • Start thinking about hitting multiple acquisition goals without putting in as much work
  • Know which metrics to measure for content engagement, and why it’s crucial to scaling your traffic
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Measurement

Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways

  • Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
  • Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
  • Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
  • B2C
  • Content Marketing
  • Mobile Marketing
  • Social
  • Video Marketing

11:45 am - 12:15 pm

Reinventing Content Marketing Into a Measurable Business Strategy

  • Robert Rose, Content Marketing Institute
  • Robert Rose
  • Use a key framework to assess the purpose of your current and future approach to content marketing
  • Implement a usable approach to measuring audiences as the means of proving the worth of content marketing as a strategic approach
  • Replicate examples of companies actually achieving strategic, and measurable business value through the use of content-driven customer experience
  • B2C
  • Content Marketing
  • Conversion
  • SEO & Search

More Than Acquisition: Why Marketers Need to Own the Entire Customer Journey

  • Sean Johnson, Digital Intent
  • Sean Johnson
  • Use customer feedback to drive rapid product growth
  • Model growth and focus on the levers with the biggest impact
  • Ensure new customers have a fantastic first time experience
  • Use data to get users to the “aha moment”
  • B2B
  • B2C
  • Conversion
  • Data
  • Strategy

What Brands Need to Know About Amazon Alexa and Building for Voice

  • Noelle LaCharite, Microsoft
  • Noelle LaCharite
  • Understand Alexa and the opportunity it offers to brands
  • Use best practices for designing voice user interfaces (VUI)
  • Follow a blueprint for implementing this in your next campaign
  • Content Marketing
  • Emerging
  • Voice

12:30 pm - 1:30 pm

Lunch Keynote

  • Rand Fishkin, SparkToro
  • Rand Fishkin

Web marketing certainly isn’t going away, but four forces are combining to radically change how we’ve approached our work the last ten years vs. how we’ll have to in the decade ahead. Google’s removal of SEO opportunity, Facebook ending referral traffic, falling ad impact and rising competition spell an end to the “best practices” of the 2010s. In this presentation, Rand will look onto the horizon to see what new tactics and strategies are emerging from the ashes, and what we’ll need to know to stand out in the years ahead.

  • Strategy

1:45 pm - 2:15 pm

Bloody Hell! And Other Marketing Truths My British Mum Taught Me

  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why we have to be more keenly focused than ever on customer experience and retention
  • Appreciate that we are often underserving our customer’s expectation of their experience
  • Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience
  • Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience
  • B2B
  • B2C
  • Customer Experience
  • Strategy

Using Augmented Reality to Turn a Customer Experience into Factual Data

  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • B2C
  • Content Marketing
  • Design
  • Emerging
  • Mobile Marketing

Build a Loyal Base of Listeners: B2B Podcasting

  • Sean Campbell, Cascade Insights
  • Sean Campbell
  • Promote your podcast more effectively via 5 key tips
  • Produce a show that leads to a loyal subscriber base
  • Leverage a set of tools and apps that will help you promote and produce a professional B2B podcast
  • Conversion
  • Customer Experience
  • Data

2:30 pm - 3:00 pm

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

How to Masterfully Version Your Video Content for Unique Audiences

  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Distill video into both gated and ungated content
  • B2C
  • Content Marketing
  • Strategy
  • Video Marketing

Enhancing the Customer Experience with Messaging Apps

  • Daphné Leblanc, Cafe and Laptop
  • Daphné Leblanc
  • Understand messenger app trends, and develop a coherent and actionable customer service journey
  • Learn and apply best practices from large-scale brands who are successfully using messenger bots
  • Incorporate messenger bots into your Facebook advertising strategies and improve customer service efforts
  • Customer Experience
  • Social Media

It Takes Two: Effective Strategies for Working with Social Influencers

  • Curtis Midkiff, Southwest Airlines
  • Curtis Midkiff
  • Use a proven framework for successful influencer partnerships
  • Implement customer influencer partnerships to meet your needs in a manner that fits your brand
  • Avoid costly mistakes in leveraging influencers by developing KPIs and a vetting framework
  • B2C
  • Content Marketing
  • Mobile Marketing
  • Social
  • Video Marketing

3:15 pm - 3:45 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
  • Social Media
  • Strategy

Design Tips for Better Data Storytelling

  • Tim Degner, Nike
  • Tim Degner
  • Build a process & method for more successful data visualization designs
  • Become more aware of the process of critical thinking & visual analysis
  • Understand how layering in relevant contextual data helps your audience
  • Create a new understanding of interpreting data and incorporating your most valuable data sets into your content strategy
  • B2C
  • Content Marketing
  • Data
  • UX

Trigger Emails Made Simple

  • Understand, and recognize how trigger emails are different from your other marketing emails.
  • Collaborate with your development team more effectively to keep those emails updated
  • Use a specific strategy to organize your email workflow
  • Create a sense of order amongst the chaos
  • B2B
  • B2C
  • Email Marketing
  • Strategy

4:00 pm - 4:30 pm

Closing Keynote

  • Dave Isbitski, Chief Evangelist, Amazon
  • Dave Isbitski
  • Strategy

4:30 pm - 5:30 pm

Closing Reception

Join us at Digital Summit Los Angeles 2019