Digital Summit Philadelphia 2016
Join Digital Summit for two days of leading-edge digital media and marketing content, mixed alongside top-flight networking with internet execs, online marketers, entrepreneurs and digital strategists.

Register Now!

Monday, August 22

Official Digital Summit Pre-Party

5:00pm – 7:00pm
Presented by Act-On

Location: City Tap House | 2 Logan Square, Philadelphia

Have a few beverages and connect with the Philadelphia digital marketing community! Space is limited and a free RSVP is required.

Tuesday, August 23

Pre-Conference Workshops

8:30am – 12:45pm
Pre-Conference Intensive Workshops

(Included with All-Access & Platinum Passes, upgrade required for Conference Passes)

Precon Workshop: The Proven 8-Step Formula to Content Marketing

Quinn WhissenQuinn Whissen | Director of Marketing, Vertical Measures

Content marketing is no longer a trend, or some newfangled strategy; it’s an important part of digital marketing that is here to stay. Come spend the morning with experts from content marketing agency, Vertical Measures, where you’ll learn an 8 step formula for creating content marketing that can drive some serious traffic, leads and sales. It doesn’t matter who you are; whether in B2B or B2C, a large or small company, these 8 foundational principles have been proven to work for companies across multiple industries. Get ready to dive right into this fun and interactive session!

This 8 Step Process is a continuous, dynamic process that never ends, and knowing the ins and outs of this process is vital. In this morning long session, you will walk away with knowledge on how each step fits into the larger picture:

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

In this half day workshop, you’ll get real world advice from trainers who have been in the trenches and have seen what it takes to make content marketing truly work. Plus, you’ll be equipped with even more insights and tools, including:

  • An editorial content calendar and other actionable worksheets and guides
  • Tactics on how to convince your boss to invest in content marketing
  • How to align your processes, priorities, and people to drive new business
  • A background on the history and philosophy that drives content marketing
  • Ways to jumpstart your strategy with simple “hacks” that actually work
  • Inspirational advice to align your team and create a content marketing culture

At the end of this workshop, you will receive a workbook, certificate of completion, and you’ll also get access to Vertical Measures’ latest book that goes into each of the 8 Steps in further detail, Content Marketing Works: 8 Steps to Transform your Business.

Precon Workshop: Comprehensive Search & SEO Strategies

Michael KingMichael King | Founder & Digital Marketing Consultant, iPullRank

So much is riding on the ability of customers to find you. Our Comprehensive SEO & Content Strategy sessions are sure to give you results. Find out what you need to know about maximizing your visibility for your content in Organic Search. Understand the latest algorithm updates and what actions you need to take to get more visibility out of them. We’ll provide workflows, tools, and work through your specific scenarios in this workshop. Dig deep and learn about Mobile Search, optimizing Social Media for Search and how to build and maintain a great Organic reputation. We’ll also include some advanced technical tactics and methodologies so there’s something for everyone to take away.

Key Takeaways include:

  • What are the latest updates to Google’s algorithm that you should care about
  • How to make modern JavaScript-driven websites accessible
  • What features does the algorithm take into account and how do you capitalize on them
  • How to make business cases for SEO through persona-driven keyword research
  • How Content Strategy leads to better Content Marketing
  • How to do effective Content Audits
  • How to develop Content Strategy workflows for individuals and teams
  • How to account for Mobile-friendliness in Content Strategy and SEO

Precon Workshop: For the Love of All Things Email: How to Build Effective Email Programs for the Modern Consumer

Michael Barber

Michael Barber | Founder, barber&hewitt

While we (marketers) were shoring up our social and mobile strategies over the last 5+ years, something happened: Email had a renaissance. Driven largely by our always present smartphones and Inbox FOMO (fear-of-missing-out), we are consuming more email at all times of day in all sorts of places. These trends provide massive opportunities for marketers to capitalize on this tried and true digital tactic, but most brands are still doing the same old one-size-fits-all campaign.

In this half-day workshop, you’ll learn how to ask the right questions related to your strategy, generate insights for effective campaigns and additional marketing channels, and delivery great campaigns for our subscribers.

Key takeaways include:

  • Latest trends and stats on email marketing.
  • How to perform effective email audits.
  • How to select email marketing/marketing automation providers.
  • How to build effective email workflows with your organization/agency.
  • How to leverage modern web tools to create kickass emails.
  • How to develop short and long-term communications plans with subscribers.
  • How to determine the email metrics that matter.
  • What does the future look like for email?

Main Conference

12:45pm

Main Conference Registration Opens

1:15pm – 2:15pm

Opening Keynote: Beverly Jackson, MGM Resorts International

Beverly Jackson Beverly Jackson | VP, Social Media Marketing and Content Strategy, MGM Resorts International

Beverly is the VP, Social Media Marketing and Content Strategy for MGM Resorts International. MGM Resorts International is one of the world’s leading global hospitality companies, operating a portfolio of destination resort brands including Aria, Bellagio, MGM Grand, Mandalay Bay and The Mirage. In this role she champions the Company as an engaging and leading brand through storytelling across multiple media platforms and networks by setting the strategy and driving production of compelling content. Beverly has a passion for mobile innovation working for some of the world’s most iconic brands. Prior to her work at MGM, Beverly served as the Head of Social Marketing for Yahoo and created the award winning social media program for the GRAMMY Awards. Beverly holds a Master’s degree from Baruch College in NY and a BS from Howard University in Washington, DC.

2:30pm – 3:00pm

Digital Marketing: It's About Evolution, Not Revolution

Tom Miller Tom Miller | Portfolio Marketing Manager, IBM Marketing Solutions

Increasing pressure from the C-suite, the explosion of channels, and an endless barrage of new marketing technologies has left many marketers feeling like they need to completely revolutionize their marketing efforts or get left behind. But with barely enough time and resources to manage your current campaigns, how do you incorporate needed improvements, let alone implement new “revolutionary” tactics? In this presentation, we’ll show how you can evolve your digital marketing efforts to increase engagement, while taking advantage of new tactics and technologies at the right pace for your organization.

Optimizing for Every Moment with Adwords Scripts

Leo Sei Leo Sei | Product Manager, AdWords Team, Google

You’ve all heard that AdWords is about the right ad at the right moment for the right person. If you’re a large business, this can quickly become very complicated if you do not have a large IT team. Come see how you can leverage AdWords scripts, the free & hosted programmatic AdWords tool, to optimize your account at scale.

After this session you will be able to:

  • Have a deeper understanding AdWords scripts and how people use them.
  • Get started even with little javascript knowledge.
  • Implement tips and tactics to become an automated optimization powerhouse.

Roundtable: Content Marketing Strategies

There’s little doubt that content marketing is an essential component of an effective digital marketing strategy. But good, proactive marketers know that to maintain brand relevance and up-level their campaign’s effectiveness, it’s critical to stay on top of constantly proliferating technologies and distribution channels. This roundtable of experts will consult their crystal balls to consider:

  • Will “content marketing” simply become “marketing?”
  • How automation will expand the value and impact of content.
  • Connecting content to KPIs.
  • The intersection of content and customer journey mapping.
  • Growing metrics associated with the pipeline versus a website.

Featured speakers on this roundtable include:

  • Michael Barber | Founder, barber&hewitt
  • Purna Virji | Senior Bing Ads Client Development and Training Specialist, Microsoft
  • Amy Lavin | Director of the Digital Innovation in Marketing Program, Temple University
3:15pm – 3:45pm

The Future of Mobile Video

Chris Sanders Chris Sanders | Industry Manager, Global Marketing Solutions, Facebook

“Thanks to the rise of mobile, people are now expecting, if not demanding, that communication be more immediate, expressive, and immersive. Facebook is at the forefront of mobile video, with 100 million hours of video watched on the platform each day. How can marketers adapt to this new environment and create experiences in a way that’s natural, relevant, and people-centric? In this session, Chris will share a unique view on how people’s behavior is changing to adapt to the mobile era and what brands should do to keep pace and understand the value of their mobile video efforts. After this session you’ll be able to:

  • Better attune your marketing to shifting mobile behaviors
  • Meet the evolving expectations of mobile consumer behavior
  • Understand how to produce video/creative for mobile environments
  • Measure the efficacy of your video in a mobile-centric world”

Marketing to Millennials: As the Banner Dies, Content Thrives

Anne Gherini Anne Gherini | Head of Marketing & Communications, StumbleUpon

For brands, Millennials are an incredibly important generation that many still don’t understand. Stereotypes are hard to ignore, yet facts can help you understand why this generation acts the way they do. These digital natives are early adapters and setting trends, allowing savvy brands to position themselves ahead of the curve. demo. This presentation will touch on the following:

  • Who are Millennials – Facts beyond the stereotypes
  • Why do they matter – Even if they are not your target audience
  • How do you reach them – Rethink your marketing strategy
  • What do they consume – Mobile content thrives
  • How to rise above the clutter – Amplification is key

Surviving the Search Plateau: 3 Tactics to Bring Your Website’s SEO Visibility to New Heights

Jordan Koene Jordan Koene | Chief Evangelist, Searchmetrics

After countless hours of fine tuning, you’ve worked from scratch to set the scene for great SEO performance – every technical challenge tackled, and every slice of content in check. But after initial optimization, you see a slow down in your once-skyrocketing SEO visibility as the obvious options for optimization begin to run low. Now what?

Though this type of plateau is common, it’s far from insurmountable. By igniting your content, expanding your reach, and recycling good SEO habits, you can re-energize your search effort to put your SEO visibility back on the up-and-up. In this session, we’ll discuss the optimization techniques you need to prioritize in order to overcome the “SEO plateau” and get your site progressing steadily once again, including how to:

  • Strategically re-position your content library by maximizing the pieces that are performing best – and consolidating those that aren’t returning max value
  • Boost your traffic by identifying and reaching expanded, but equally relevant audiences for your site that may not be in your current range of targets
  • Zone in on the practices and projects that have been most fruitful so far, and find ways to duplicate their successes
4:00pm – 4:30pm

Top Mistakes in Your A/B Test Program

Mia Vallo Mia Vallo | Sr. Director, Marketing Analytics and Optimization, National Geographic Society

A/B testing is easy to do now with the great tools that various testing and targeting companies have created. Or is it? Learn how to avoid big mistakes in your A/B testing program, and pick up some tips and tricks on creating experiments that matter. After this session, attendees will be able to:

  • Maximize the impact of your test and optimization campaigns
  • Effectively plan and implement A/B testing based on business objectives
  • Understand what’s on the horizon in testing, optimization, and personalization — and how that’ll impact your business

How to Revolutionize Your Brand through Search Optimization

Purna Virji Purna Virji | Senior Bing Ads Client Development and Training Specialist, Microsoft

While the concepts of chat bots, artificial intelligence and voice search can sound very pie in the sky, I have actual tactical advice -backed by solid research!- for search marketers, PPC/SEA and SEO. In this session, Purna Virji will share some research on how voice has grown and why, plus what we’re seeing it used for commonly—but that’s just the intro.  For the main part, you’ll get in-depth, actionable advice on:

  • How to protect your brand in a conversational world
  • How to make more money thanks to voice search:
  • Keyword research and selection
  • Bidding and targeting strategy
  • Creative optimization
  • Key local and mobile tips marketers can’t afford to ignore (Why? Voice search is 3 x more likely to have local intent!)
  • How voice search impacts different parts of the sales funnel

Roundtable: Search and Social Trends

Most experienced marketers “get” that SEO and Social Media functions are less effective as distinct channels and work better as a coordinated effort. Hear from a group of leading practitioners discuss the trends that impact the technology that powers the search and social media experience, and the real world logistics of implementing integrated search and social media campaigns within a company.

Featured speakers on this roundtable include:

  • Matthew Capala | Founder & Managing Director, Alphametic, Author
  • Laura Wilson | Director of Digital Engagement & Social Media, Georgetown University
  • Brendan Walsh | Co-Founder & Principal, Mole Street
  • Lance Bachmann | Founder and President, 1SEO.com
4:45 – 5:15pm

SEO for Executives

Michael King Michael King | Founder & Digital Marketing Consultant, iPullRank

You’re an executive with too many things under your purview, the last thing you have time for is keeping up with the myriad changes Google is making. You’re not sure what to make of the landscape, who are the right partners or how to set the strategy for your organization. So how do you stay on top of SEO? In this session, iPullRank founder Mike King, gets you up to speed on everything you need to know about Search Engine Optimization to make the right decisions about Organic Search for your organization. In this session you will learn:

  • What changes Google has made that can make a material impact on your business goals.
  • How to strategically execute modern SEO
  • How to effectively measure SEO results for business impact
  • How to make the right SEO hire
  • How to find the right SEO partner
  • What tools your team should be using to do effective enterprise-level SEO

Stay tuned for a detailed session description…

Be More Funny! Why Humor Matters to Your Brand

Mike Albanese Mike Albanese | Comedian, Writer & Producer

In today’s marketing landscape, the addition of humor can be the most important part of your content strategy.  But before you start dropping one-liners into your copywriting, it’s important to take a step back and make sure you examine the type of humor for your audience, the amount of humor, and ensure you are speaking the same language as your user.  Content creators don’t have to shy away from funny, and with the right road map, can navigate their way to amping up humor and increasing engagement.  In this session, attendees will learn tips and tricks on how to start the process of adding humor to their content through real world examples and live session interactions.

Attendees of this session will walk away with:

  • A better understanding of how to effectively brainstorm for humor
  • How to approach specifically targeted audiences appropriately
  • Which humor tools are best for what type of content

Your Attribution Model Is Failing You – So Let’s Fix It!

Janet Driscoll MillerJanet Driscoll Miller | President & CEO, Marketing Mojo

SEO. PPC. Facebook. Twitter. LinkedIn. Email. These days marketers are working hard to execute on all of the digital marketing channels to drive leads and sales. But are your digital marketing efforts really fulfilling your lead and sales goals? In this session, Janet Driscoll Miller will introduce you to the power of digital channels you may not have previously considered and how to integrate those efforts to generate the most leads, MQLs and sales. To ensure you’re tracking your attribution correctly from the start, she’ll discuss common tracking and analytics problems that are often easily remedied.

Finally Janet will review one of the most common failures with digital marketing, which regularly stops converted leads from becoming MQLs. Marketing automation platforms are a fantastic tool, but they all too frequently can prevent leads from reaching your sales team. Janet will review common pitfalls and what to focus on to fix the problem.

After this session, you’ll be able to:

  • Conduct an assessment of the holes in your current digital marketing strategy and how to fix them
  • Better identify the digital marketing channels that are best for your brand and marketing strategies, and how to integrate them effectively
  • Fix your common, significant tracking and analytics problems so that you know how effective those channels are
5:15pm – 6:30pm
Opening Cocktail Reception presented by IBM

Make new friends and share ideas over drinks and hors d’oeuvres with fellow attendees, speakers and sponsors.

6:30pm until…
Unofficial After-party

Location: Continental Midtown – 1 Block from the hotel

Grab a bite and drink with fellow attendees and keep the party going with the ‘unconference’.

Wednesday, August 24

7:30am – 8:30am

Morning Coffee Networking

8:30am – 9:00am

Expand Your Marketing With Creative Keyword Research

Martin Weinberg Martin Weinberg | Director of Marketing, SEMrush

Looking for creative campaigns? Stuck in the same research rut? Want fresh keyword concepts? The data is out there, you just need to know where to look. Learn actionable strategies and tactics that will help you uncover untapped marketing potential and discover exciting new directions for your organic, paid and social initiatives.

After this session you’ll be able to:

  • Leverage online communities for research ideas
  • Align with search intent of mobile users
  • Tap into the growing number of voice-driven searches
  • Research your own internal site search data
  • Mine competitor data to identify new opportunities

Be the Smartest, Not the Loudest: How to Reach New Audiences by Standing Out Against the Noise

Leigh Silver Leigh Silver | Director of Audience Development, Odyssey Online

Facebook posts, Instagram notifications, Snapchat messages, tweets, emails, texts—with all of this information constantly bombarding consumers every day, it’s increasingly difficult to have your message heard. Some brands try to get noticed by being the loudest, but utilizing multiple platforms effectively is actually the most efficient way to reach new people. In order to signal to your target audience “Pay attention!” you have to know the rules of many ecosystems and play smartly. A message on Twitter is different than a post on Instagram. The audience on Facebook behaves differently from the one on Snapchat. And in order to win, you have to know the ins and outs of multiple platforms. As the Director of Audience Development at Odyssey, a social content platform, I will give you the tools needed to reach even the most distracted consumer. In this session, you will learn:

  • Why it’s so important for any company to master multiple platforms,
  • How to most effectively reach your target audience across every platform,
  • How to train your team to think smartly and creatively about distribution,
  • The best ways to reach new people across multiple platforms,
  • The best platforms for specific messaging, and
  • How to stand out against the noise of social media.
9:15am – 9:45am

Break Through Storytelling Starts With Analytics

Michael BritoMichael Brito | Head of U.S. Digital Marketing, LEWIS Pulse

There is a content & media surplus in the market today and customers have an attention deficit. This is causing your customers to have tunnel vision and only pay attention to the content that is relevant to them at a very specific moment in time. And, because purchase behavior is dynamic and unpredictable, capturing customer interest is critical. At the end of this session, attendees will be able to: Craft a laser-focused content strategy based on audience intelligence, Leverage the same data to determine your paid media strategy, Reach customers with the right content, at the right time, in the right channel, with a story that is completely relatable, Integrate employee driven storytelling into the brand experience.

The Age of Audiences: How to Create Personas that Drive Digital Success

Samantha MaltaisSamantha Maltais | Principal Strategist, SilverTech, Inc.

Does your organization use personas? If not, you could be missing the boat.

Personas are the foundation of personalized, one-to- one communication. They are fictitious representations of your audiences – who they are, what they like, and most important, what they don’t like. By identifying your persona’s ideal online experience, your business can create targeted content, navigate an ever-shifting digital landscape and surpass marketing goals.

In this in-depth session, you will learn:

  • How to create personas
  • Tools that help you identify what your audience wants
  • How your personas translate to your digital content, website presentation, social media channels, and other digital marketing efforts
  • How personas make your brand successful

Session attendees will also receive a step-by- step worksheet to start creating their own personas.

Roundtable: The Future of Mobile

Meeting the user where they are in critical in today’s world of independent, sophisticated consumers. As the quantity and variety of devices has proliferated, web developers have no choice but to adapt. Be it mobile phones, tablets, or phablets with different screen sizes and software capabilities, responsive web design is key to optimizing sites and apps across multiple devices. To help you tackle the daunting task of mobile customer engagement, get the latest tools and techniques from those on the cutting edge.

Featured speakers on this roundtable include:

  • Anne Gherini | Head of Marketing & Communications, StumbleUpon
  • Nick Hoppe | VP Strategic Marketing, Movement Strategy
  • Leigh Silver | Director of Audience Development, Odyssey Online
10:00am – 10:30am

How PBS Learned to Thrive on YouTube

Lauren SaksLauren Saks | Director of Programming, Executive Producer, PBS Digital

In this session, Lauren Saks – Director of Programming and Executive Producer of PBS Digital Studios – will explain why PBS decided to embrace YouTube – not by simply offering its TV content there – but by launching a distinct line up of online-specific programming. Don will share case studies to illustrate lessons learned, which may include tips from some of their most popular shows like: “It’s Okay To Be Smart,” a science show that addresses quirky topics from climate science to a dog’s cognitive abilities in a determinedly accessible tone; “Blank on Blank,” which pairs archival audio interviews with imaginative animation; and “Gross Science”, which features bizarre stories from the slimy, smelly, creepy world of science.

When, Why, & How To Split Test

Justin RondeauJustin Rondeau | Director of Optimization, DigitalMarketer

Split testing is the backbone of website optimization, but when done incorrectly (or on the wrong page) it can have a disastrous impact. In this session, you’ll learn when it’s appropriate to test certain pages, and more importantly when it isn’t appropriate to test. Examples of how to go about setting up a new test campaign, how to analyze the results, and how to use that data to improve your site for new campaigns will be presented.

At the end of the session, attendees will be able to more masterfully:

  • Identify a testworthy page.
  • Conduct a proper split test.
  • Determine elements on pages that are hurting conversions.

The Web Design Circle of Trust: Using Content and Design to Increase Conversions

Jon-Mikel BaileyJon-Mikel Bailey | Principal, Wood Street

The Web is changing. Websites are no longer placeholders for boring brochure content. Everyday people are empowered by social media to become influencers in their own right. And Google today looks nothing like the Google of the past. Your clients are savvy surfers of the interwebs. They’re not fooled by smoke and mirrors, they want substance. Digital marketers have to understand that the today’s audience is made up of finicky critics with zero attention span and very high expectations. In this session, attendees will learn how design can work with your content to increase your return on your SEO, SEM, and Social Media Marketing efforts, all while building an ongoing level of trust with your audience. Attendees of this session will walk away able to:

  • 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.
10:30am – 11:00am

Networking Break

11:00am – 11:30am

LINKS: The Most Important SEO Factor: How to Get and Measure Them

Jim BoykinJim Boykin | Founder and CEO, Internet Marketing Ninjas

In this session, duve deo into link-building, covering trusted link-building, broken link-building, competitor link-building, infographic link-building, and more! With more than 17 years as the CEO of Internet Marketing Ninjas and owner of WebmasterWorld and SEOChat, Jim Boykin is one of the foremost leaders on SEO and link building topics. Attendees of this session will learn:

  • The importance of Links to any SEO Campaign
  • How to Measure and Value Links
  • How to Create Trusted Content
  • How to Build Trusted Backlinks
  • How to Perform Broken Link Building
  • How to Harvest and Reap Competitor Backlinks
  • How to get Links and Social Shares through Creative Efforts
  • Tools which can Assist your Link Building

Why the Only Thing That Needs to be Consistent about your Brand is its Sense of Self

Rebecca WellesRebecca Welles | Director of Worldwide Brand & Design at Lenovo

Like a chameleon, Lenovo’s visual identity adapts to its environment. Rebecca will share Lenovo’s fluid approach to branding, and the global strategy that drives creative decisions. From the logo, booth and social/digital marketing assets, Rebecca will share how she creates a 360° visual expression for events. She’ll show you how to apply these strategic insights to generate tangible results — including audience engagement and increased brand perception.  At the end of the session, you’ll be able to:

  • Understand the best practices for executing fluid versus fixed branding
  • Shift your brand’s visual identity based on things like cultural references and audience preferences while maintaining its heart, soul and energy
  • Understand how and why less control over creative assets can help you move the needle in brand perception

Friction: The Only Thing Marketers Should Care About Between Now & Forever

Michael BarberMichael Barber | Founder, barber&hewitt

For all the humming and hawing we do over marketing tactics, we often forget about the experience through and between those tactics. We make copy too complicated; our landing pages ask for information that isn’t 100% necessary to convert a prospect. We push out irrelevant, useless content through our channels; we add an unnecessary step to our checkout process. We don’t take time to customize our message – no matter the platform. Put simply, we create a lot of friction for our customers.

More friction = more time wasted = unhappy people = less likely people are going to do business with us. After this session, you’ll be able to:

  • 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
11:45am – 12:15pm

Facebook Video Continues to Dominate in 2016

Nick Hoppe Nick Hoppe | VP Strategic Marketing, Movement Strategy

There are plenty of players in the social video space but when paired with analytics, retargeting capabilities and reach, one platform looks to dominate the landscape in 2016. In his talk, Nick will dissect what makes Facebook native video so valuable, provide key insights on which types of audiences are engaging with video content and explain best practices. He’ll then go into incredibly powerful tools Facebook has recently unveiled exclusively for video content.

UX + SEO = Experience Optimization (XO)

Antonio Casanova Antonio Casanova | VP of Search, Starcom MediaVest Group

This session will discuss how UX and SEO can work together to deliver aligned approaches that meet both conversion and SEO goals. Specifically, you’ll hear UX-SEO approaches to content strategy, information architecture, copywriting, mobile design, and landing page testing. This session is best suited for user experience and interaction designers, product managers, content strategists, and SEO professionals. Attendees will walk away with an understanding of common UX and SEO challenges, as well as the methodologies needed to successfully overcome these challenges and turn them into opportunities.

A Proven Cure for Shiny Object Syndrome: Measurable Goals

Tiffany Starnes Tiffany Starnes | VP of Innovation, FSC Interactive

Snapchat. Periscope. Blab. The digital marketplace is constantly changing and remaining relevant means staying ahead of the curve. But, in a cross-channel world with millions of options, how do pick the right ones? First, take a deep breath. Then, let’s talk goals. Set goals with clear metrics for marketing success. Couple that with a keen understanding of your audience and you will create relevant content that goes beyond platforms or channels to reach your core customer. In this session we will learn how to avoid being blinded by the bling of the coolest new platform and focus on reaching your ideal audience- where they are and with the information they want.

After this session, you’ll be skilled and ready to:

  • Define goals and determine hard metrics that matter to your business
  • Find your target audience online
  • Develop a consistent cross-channel content marketing campaign
  • Measure success
12:15pm – 12:35pm

Passing Break / Gather Lunch

12:35pm – 1:30pm

Lunch Keynote: Mitch Joel, Mirum | Algorhythm: The Pulse of Creativity, Data And The Future of Brands

Mitch Joel Mitch Joel | President, Mirum

We live in a culture of change. Most brands are overwhelmed by the massive shifts they have to make to their business models. Disruption is everywhere. Digital transformation is imperative. We live in the Uber-ization of everything. There are several new (and dramatic) realities that will force businesses to rethink many of their commonly held beliefs about what works in business today, and what the future may look like. Interestingly, this is less about the evolution of technology and much more about how consumers have become that much more efficient in this very different landscape. Bring an open mind, because the world continues to change and challenge brands like never before. The new leadership is being a digital leader. Algorhythm is your compass.

1:45pm – 2:15pm

Never A/B Test Again - Trust the Machine!

Mike MonteiroMike Monteiro | Co-founder and Chief Data Science & Innovation Office, Wylei

Whereas traditional A/B testing solutions would force you to pick a winner, machine learning that uses pattern matching algorithms provides real-time Predictive Content. Marketers should use three sets of data to help guide their content selection process and ask the right questions.  Customer data from sources like your CRM, web search and purchase history data are critical. Where is your user when they open the message, what time is it, how close are they to your store?  What device are they on?  What content, image, or offer is getting the best engagement rates from your users, for this campaign? Parsing all this data is not possible in real-time unless you use a powerful machine learning engine, coupled with Smart Rendering Technology. Learn how brands like Marriott have used Machine Learning to improve their email performance and unlock the value of your data and put it to work to help you get better engagement from your users. After attending this session, attendees will be able to:

  • use their CRM data and information about your customers and prospects to predict what content you should include in your messages, in real-time.
  • create testing scenarios that allow you to try different ideas and concepts without having to wait till a post campaign report to learn the valuable lesson of what worked and what did not work.
  • learn what did not work and what groups did not respond well so that you can avoid similar marketing in the future.
  • learn subtle, non-obvious segments of your audience that responded well to your message and use this knowledge to create better campaigns in the future.

SEO Like It’s 2016: Google Changes that Will Make or Break Your Search Visibility

Matthew CapalaMatthew Capala | Founder & Managing Director, Alphametic, Author

Each year, Google changes its search algorithm over 600 times. Each year, there are more updates than a year before. 2016 has already been a rollercoaster for marketers who are trying to keep up with Google… and we can expect much more yet to come. While many of these changes are minor, Google occasionally rolls out a major algorithmic update (such as the Hummingbird) that affects search results in significant ways.

In this session, Matthew Capala will break down:

  • How to stay in front of Google as it evolves at a light speed.
  • Algorithm changes marketers should anticipate.
  • Ways you can work with (not against!) the constantly evolving ways Google changes.

Roundtable: UX and Design Trends for 2016

Of the many tools available–lead development, SEO management, juggling the dozens of social media platforms, A/B testing for better conversion rates–which will provide force multiplication for your particular business? Plus, our panelists cough up their secret, experience-derived tips for fast returns for your efforts.

Featured speakers on this roundtable include:

  • Antonio Casanova | VP of Search, Starcom MediaVest Group
  • Rebekah Cancino | Co-Founder, Togetherly
  • Michael Salamon | Director of Experience & Principal, Lousy
  • Ben LeDonni | Founder and CEO, Creative Multimedia Solutions
2:30pm – 3:00pm

Embracing the Impermanent: How to Master Snapchat and Live-Streaming Video to Reach Younger Consumers

Laura Wilson Laura Wilson | Director of Digital Engagement & Social Media, Georgetown University

Learn how to leverage Snapchat, Periscope, and live video without feeling like a chaperone at a One Direction concert. Learn how your brand can connect with millennials and digital natives through emerging platforms by creating impactful content that keeps them coming back.

You’ll learn how to:

  • Create effective and engaging content that speaks to younger consumers regardless of your industry.
  • Overcome logistical challenges when creating content on these platforms.
  • Build brand loyalty through a deeper understanding of this demographic.
  • Integrate this content into your existing social media strategy.

How to Get 77% More Traffic from Your Existing Content

Laura Wilson Quinn Whissen | Director of Marketing, Vertical Measures

Fact: 93% of all buyers, online or in stores, use search engines prior to making a purchase

Fact: 86% of those searches are non-branded queries

Fact: You can get a lot more traffic from your existing content from those searchers

Join this session to learn how to find gaps in your existing content, edit your content, and fill those gaps with semantic keywords to boost dozens of SEO metrics. After all, you’ve already done most of the work with the content that’s already on your website. Why not get the most from it? We’ll share our proven tactics, complete with a case study example for executing a wildly successful Content Gap Analysis and Semantic Keyword Strategy.

We’ll show you, step-by-step:

  • How to map the buyer personas and their journey to your business objectives
  • How to identify and plug holes in your existing content
  • How to grab rankings share from your competitors
  • How to expand your keyword footprint in the search results
  • How to drastically increase your organic traffic

10 UX Mistakes You Are (Probably) Making Right Now

Michael Salamon Michael Salamon | Director of Experience & Principal, Lousy

Nobody sets out to create a poorly designed experience, and yet there isn’t a strict formula that guarantees success. Typically problems are a result of internal business or technology problems, sometimes it’s the culmination of a bunch of minor issues, or legacy choices interfering with the present.

This presentation explore the 10 most common pitfalls in UX, explains why they are dangerous – and gives suggestions about how to address each one.

We will cover topics like:

  • Obsessive copying from your neighbor
  • Immobile pages
  • Designing for the Dark Side of the Moon
  • And 7 more!
3:15pm – 3:45pm

Four Essential Rules for Successful Digital Storytelling

Scott Byrer Scott Byrer | Senior Manager Social Media, adidas

In a time when consumers are hammered with the best new digital video and photography from brands on a daily basis, what should you be creating to capture their attention, if anything at all? It’s no secret that developing terrific video and photo content can win the hearts and minds of your consumer and build brand affinity. But what kind of stories should you be telling? How do you decide? What happens after you create them? Attendees of this session will get a crash course in the right way to build a great digital content strategy using four simple rules. The actionable next steps they’ll take away can be applied in nearly any work environment to achieve success.

Building an SaaS Marketing Machine

Seiya Vogt Seiya Vogt | Director of Demand Generation, Bitly

The face of SaaS technology marketing is changing quickly. What some used to consider an art has transitioned to more of a science. Marketers have so many new resources and tools that can help them fine-tune and measure the performance of their marketing campaigns and optimize their spend to drive the best possible result. The catch is knowing which knobs to turn and when, to drive the best possible outcome. In this presentation Seiya Vogt, Director of Demand Generation at Bitly, will discuss the key challenges associated with SaaS marketing and how to overcome them to build a fully-functioning SaaS marketing machine. Attendees of this session will leave with a newfound awareness of the following:

  • Transitioning users from a free product to a paid product.
  • Developing and executing your content strategy.
  • Aligning marketing efforts with sales.
  • Building niche marketing awareness.
  • Supporting customer retention.

Optimizing the Customer Journey for Radically Relevant Experiences

Rebekah CancinoChris Corak Rebekah Cancino | Partner and Content Strategy/UX Lead, Onward
Chris Corak | Partner and SEO Strategy Lead, Onward

How do you connect your search rankings to your long term conversion rates? Customer journey mapping. Rebekah and Chris will show you how to bridge the gap between SEO, content, design, and UX with an effective framework your team can use to deliver radically relevant digital experiences when and where it matters most.

In this talk, you’ll learn:

  • Easy to use human-centered design exercises that help your team avoid classic marketing mistakes and bridge the gap between SEO, content, design, and UX
  • How to use analytics and keyword data to gain a better understanding of users’ search intent, context, goals, and needs
  • Simple journey mapping techniques your team can use to quickly and effectively assess strengths, weaknesses, gaps, and opportunities in the digital experiences you build
4:00pm – 4:45pm

Normalizing Innovation: An Essential Component to Business Survival

Rose Cameron Rose Cameron | Director of Innovation, Penn State University

Innovation is the action or process of change. It seems everyone aspires to be innovative. But let’s face it – humans don’t really like change. Innovation directors in large, traditional institutions are often looked at as cool, sexy but intrinsically unstable and just a tad dangerous. So, how do you go about “normalizing” innovation? How do you make something seen as threatening part of the everyday? In this interactive session, Rose Cameron, director of innovation at Penn State University, will outline a year of normalizing innovation. At the end of this session, you will be able to: Understand how to make the unsettling palatable to your organization Combine the soft skills of building trust and networking with the hard skills of engineering and learning science  Use consumer insights and industry/product audits to demonstrate how innovation isn’t a “nice to have” but a “survival imperative”.

The Alchemy of Connection: How Brands Can Become Multi-Platform Storytellers

Matthew Sharp Matthew Sharp | Associate Director, Consumer Analytics & Research, AOL

More and more brands are becoming content creators themselves to facilitate a deeper conversation with their consumers. This presentation is a meta analysis of 2+ years of research across over 40 custom content campaigns as well as in-depth cross-platform content consumption and motivational research that will provide key insights on how to become an effective cross-platform storyteller. It will focus on how do these programs, which include branded entertainment, native, and custom content, drive brand metrics, how deep advertisers can go in integrating their brands into content, the degree to which this content should be cross-device, and how brands can approach content creation from an informed and insightful perspective.

4:45pm – 6:00pm
Closing Happy Hour

One final opportunity to toast your new acquaintances.

All sessions with the exception of the pre-conference are open to all attendees. With multiple sessions going on concurrently, mix-and-match your schedule to design the ultimate personalized digital curriculum. No need to pre-select sessions, your onsite experience is open to change as you see fit!

*Agenda subject to change