Full Agenda – Toronto 2013
Wednesday, March 20, 2013
8:00am – 9:00am • Room: Foyer
Registration & Networking Breakfast
9:00-9:05am • Room: 716B
Conference Chair Welcome Remarks
Speaker: Shawn Fulton, Conference Director, Rising Media
KEYNOTE
Power of Multi-Platform Marketing
The NHL is one of select brands that is uniquely qualified to bring marketers and consumers together in deeply engaging ways. As the leading sport in Canada and a passion point for many Canadian consumers, hockey enjoys a large television audience and in-arena attendance. With the evolution of digital technology, the NHL recognized a highly tech savvy fan base and in the last 4 years+ has invested in digital products that allow fans to actively engage in hockey across multiple platforms. Findings from consumer brand research reinforce the opportunity for marketers to leverage the consumer engagement associated with the NHL even extending into real-world experiences.
Speaker: Karen Gordon, Director of Digital Media, National Hockey League
10:05-10:50am • Room: Foyer
Exhibits & Morning Coffee Break
10:50-11:00am • Room: Foyer
Gold Sponsor Presentations
10:50-11:00am • Room: Foyer
Gold Sponsor Presentations
11:00am-12:00pm • Room: 716B
Track: Future of Digital Marketing
Marketing Your Brand in the Changing Internet Landscape
The real-time nature of the Internet and social media has changed the way organizations communicate and connect with their communities. Now, in the coming year, we’ll be faced with another seismic shift in the Internet landscape: the introduction of new generic top-level domains (gTLDs), such as .ECO, .CHARITY, .COKE and the like. For brands, this means changes to their online marketing strategies, as consumers will not only have a wealth of new domains to look to for information but may also be confused and overwhelmed when it comes to determining where to go.
That said, a number of staples for creating a trusted online presence and effectively communicating with target audiences will remain unchanged and are critical to any online marketing plan. For example, eighty-one percent of people turn to an organization or company’s website first for information, and while new gTLDs present a number of new opportunities and challenges for online marketing, tried-and-true tactics for optimizing your website to reach and resonate with your audiences will remain key.
This session will address what’s coming down the pipe with new gTLDs; why and how to evolve your online marketing strategies in light of these new domains; and how to leverage new and current domain names for a tangible, positive impact on your brand. It will also cover what isn’t going to change and how to make use of existing strategies, such as website messaging, design and usability, to maintain and continuously improve your brand’s reputation in the eyes of your key target audiences.
Speaker: Thuy LeDinh, Marketing Communications Manager, The Public Interest Registry
11:00am-12:00pm • Room: 715B
Track: Multi-Screen Context
Online Video Marketing in 2013: It’s All About Video Engagement
As video continues to grow in online ad spending and production, advertisers are beginning to seek out more for their dollar. The demand is shifting away from total number of video views, to different level of engagement and brands want to know that their video is actually impacting viewers. This can refer to watching an ad, starting the ad, clicking on the ad, finishing the ad within three distinct genres of online video ads: in-stream video ads (like pre-roll or post-roll), in-banner video ads, and branded video content. Overall engagement levels are on the rise, as brands figure out the best distribution methods and locations for their material.
Mark and Reid Campbell, co-founders of VMG Cinematic, have worked with several leading brands including Proctor & Gamble, RIM, Unilever, VW and Warner Brothers, and will share case studies and tips on what is needed to create a successful video engagement campaign.
Speakers:
Mark Campbell, CEO, VMG Cinematic
Reid Campbell, Partner, VMG Cinematic
12:00-1:15pm • Room: Foyer
Lunch
1:15-2:15pm • Room: 716B
PLENARY SESSION
SEO Panel – SEOs Role in Online Marketing
SEO is not dead. It is simply part of a much larger integrated marketing strategy. Increasingly, businesses misunderstand how the role of a SEO has changed. Many SEO clients expect services or metrics, which would be appropriate five years ago but are no longer useful or relevant. Out-of-date expectations are reinforced by SEO practitioners, who are struggling to articulate a more relevant set of services.
Four of SEO’s best known practitioner’s will walk through what SEOs really do in 2013, including web-design, keyword targeting, integration with social media marketing and traditional advertising, content distribution and creative methods of attracting relevant site traffic.
Speakers:
Jim Hedger, Organic SEO and Digital Marketing Specialist, Digital Always Media
Barbara Coll, CEO, Webmama.com
Benj Arriola, SEO Director, Internet Marketing Inc.
Rhea Drysdale, CEO, Outspoken Media
2:15-2:30pm • Room: 716B
Lightning Round of 2-Minute Sponsor Presentations
2:30-3:30pm • Room: 716B
Track: Future of Digital Marketing
Remarketing Best Practices
Remarketing (or retargeting) is a very effective part of online advertising that offers ample opportunities for any business. It virtually changes the internet into a company’s newsletter, extending the reach and opening new opportunities to engage with website visitors and consumer. Especially with the new remarketing list options in Google Analytics and retargeting for search (to be launched early 2013), remarketing has more potential than ever.
Olaf will share his useful insights, use cases and best practices for the successful implementation of remarketing from his experience with B2B and B2C campaigns for well-known brands (e.g. PwC, Thomas Cook, VisitBritain) and access to whitelisted Google advertising products.
Speaker: Olaf Pijl, Sr. SEM Consultant, Traffic Builders
2:30-3:30pm • Room: 715B
Track: Multi-Screen Context
Web Engagement Management
Ever wondered if the visitors you drive to your site through social media behave differently than others? Or if your search engine traffic is more likely to convert on their site visits? As organizations slowly get a handle on how to measure the effectiveness of their social efforts, another critical gap is becoming more and more apparent: how do you measure the effectiveness of your engagement efforts across channels and on to your own websites?
Web engagement management (WEM) allows organizations to, among other things, create, execute and measure integrated campaigns across multiple channels (mobile, social, web, etc.) and surface analytics that allow you to evaluate the value of content. In essence, it’s where web content management, analytics and multi-channel outreach intersect.
This presentation will provide an overview of WEM and discuss how the principles can be applied to organizations trying to get a better handle on the effectiveness of their digital efforts. Drawing on real-world case studies, this session will help participants better understand how to truly integrate social media into the full spectrum of digital marketing efforts, including apples-to-apples metrics and analytics.
Three things attendees will learn:
- What web engagement management (WEM) is and why marketers and web professionals should care
- How WEM can help measure the relative effectiveness of a broad spectrum of digital marketing efforts
- How WEM can help you understand the characteristics of a social media visitor as compared to other visitors to your site
Speaker: Joe Boughner, Strategy Consultant, Non-Linear Creations
3:30-4:00pm • Room: Foyer
Exhibits & Afternoon Break
4:00-5:00pm • Room: 716B
Track: Future of Digital Marketing
Social Media Monitoring is Dead
It’s no secret that the growing evolution of customer service and brand management has gone hand in hand with the adoption of social media strategy and listening. However, a newer opportunity to drive business ROI using social goes beyond social marketing and listening, it embraces the analysis of those online conversations.
With the knowledge of how to categorize and analyze social media posts, innovative companies are going beyond social media engagement and monitoring to inform business strategy with actionable metrics. Join Warren Sukernek as he shows how you can achieve valuable insights from the next generation of social media listening that can lead to actionable business results.
You will learn:
- How to segment the market and create targeted, relevant campaigns and content using personas derived from social media
- How analysis of social media content can be used to predict business outcomes and pave the way for developing future strategies
- How with the right metrics, you can evaluate new and current product launches or marketing campaigns, and course correct in real-time
Speaker: Warren Sukernek, VP SM2, SDL Inc.
Track: Multi-Screen Context
Content is Currency: Developing Powerful Content for Web & Mobile in 2013
How does a company use its web presence to harness the power of search and social and build a huge community? How do smart businesses generate quality traffic and convert that traffic into sales, time and time again, without breaking the bank?
Through the power of content marketing. What types of content? Blog posts, videos, articles, web pages, webinars, white papers, social content and more. Quality content that is focused on user needs and connects with its intended audience is something many companies aspire to, but few practice well. For most companies, it requires a change in business/marketing philosophy and a fervent devotion to consistent content production.
The reality is that most web content could be crafted better and focused more on your customers needs. In fact, most companies spend all their energy and money thinking about the appearance and the architecture of their sites and spend very little time thinking about the actual content itself. Failing to look at content from a strategic point of view, they see their web pages as something they need to fill quickly.
By participating in this session, you’ll be well on your way to content marketing success, whether you are just beginning your quest towards producing great content or are more advanced. Attendees will learn how to develop content using Search Engine Optimization (SEO), Social Media Optimization (SMO) and call-to-action techniques that will improve website performance, search engine rankings and, most importantly, sales conversion.
Attendees will learn:
- How to turn your content marketing activities into a true competitive advantage
- Content marketing trends and best practices
- How to effectively and correctly integrate mobile and social content marketing
- From real world examples of companies that are using the power of content to dominate their space
Speaker: Jon Wuebben, CEO, Content Launch
5:00-7:00pm • Room: Foyer
Networking Reception
Thursday, March 21, 2013
8:00-9:00am • Room: Foyer
Registration & Networking Breakfast
9:00-9:05am • Room: 716B
Conference Chair Welcome Remarks
Speaker: Shawn Fulton, Conference Director, Rising Media
9:05-10:05am • Room: 716B
KEYNOTE
Social Media Disaster Zone: Identifying the Risks and Avoiding Them
It’s all the rage to talk about LinkedIn, Facebook, and the 500+ other social networks that exist. It’s even more exciting to implement a strategy… until something goes wrong. What to do about imposters and organizational identity theft? What can you do if no one actually uses your social media initiative or too many do ? And how do you synchronize Social Media with your existing web and offline efforts? In this fast-paced presentation, Randall Craig, author of Online PR and Social Media, Social Media for Business, and the Everything Guide to Starting an Online Business, provides practical advice and insight into these and other timely issues. Leave the session with a list of specific to-do items to reduce your organization’s Social Media risks – and your own.
Speaker: Randall Craig, President, 108 Ideaspace
10:05-10:50am • Room: Foyer
Exhibits & Morning Coffee Break
10:50-11:00am • Room: 716B
Gold Sponsor Presentations
10:50-11:00am • Room: 715B
Gold Sponsor Presentations
11:00am-12:00pm • Room: 716B
Track: Social Drivers and Influencers
Influencers
In this session, MavenSocial will cover
- influencers – how to identify them, track them, engage them and drive measurable economic impact from them
- driving earned (free) media from existing paid media (PPC, SEO, advertising) and owned media (email, direct mail, social pages, apps)
- building Social CRM assets to leverage with existing CRM and data
- measuring and impacting Social ROI
Speaker: Tim Mischuck, VP, MavenSocial
Track: Conversion Analytics
Social Media Analytics Models
This session will focus on developing a solid foundation in social media marketing and setting up the appropriate measurement points to develop custom social media analytics models. Attendees will be presented with different analogies that represent the different approaches in social media and each one comes with its one method of measuring success.
Speaker: Alan K’necht, Founding Partner, Digital Always Media Inc.
12:00-1:15pm • Room: Foyer
Lunch
1:15-2:15pm • Room: 716B
Track: Social Drivers and Influencers
Experiential Social Media Activation: Topshop Canada and Red Truck Beer
How do you ensure that online marketing campaigns generate offline activity? Members of the digital marketing industry are familiar with creating online campaigns but extending these campaigns offline isn’t so common. That’s where experiential activation comes in. This technique boosts buzz in both worlds. The strategy utilizes social media, blogger outreach, social advertising and more and blends these with real-life promotions like street-team activation and sponsored events. Then, focus is driven back to the digital world, providing continued publicity and opportunity for measurement.
6S Marketing employed experiential activation for two of our clients: Topshop Canada and Red Truck Beer. Topshop’s campaign was successfully publicized through social media’s Facebook Sponsored Stories, Promoted Tweets, blogger outreach and YouTube ads all contributed to online publicity. Then, their campaign was amplified by incorporating events like street-team contests and launch parties.
Red Truck Beer’s campaign followed a similar fashion: they promoted an exciting ground-breaking event (complete with a truck smash) through similar social networks. Additionally, we introduced a photo contest for the event which incorporated Instagram and Viddy, ensuring guests utilized mobile for continued publicity. Both campaigns enjoyed enormous success; the clients were impressed with the reach this strategy provided.
Speaker: Chris Breikss, Co-Founder & President, 6S Marketing
Track: Conversion Analytics
TBA
e10 uses social media for sharing in a controlled and trackable environment to AMPLIFY the direct response results for email and social media marketing campaigns.
This case study will look at how Summer Fresh Hummus offered consumers a 2 for 1 coupon in exchange for their opt-in to Summer Fresh. e10 emailed 100,000 rented names (from a very credible source) finishing the promotion with 63,234 responses (4,172 from the original email deployment and the balance from social sharing).
The best practices and creativity is as important as the technology we use. Derek Lackey will discuss the factors e10 believes contributed to the social lift of more than 15x the “natural” response.
Speaker: Derek Lackey, CEO, e10
Track: Social Drivers and Influencers
TBA
Session description is coming soon!
Speaker: Amy Graves, Customer Success Manager, Strategic Accounts, Salesforce Marketing Cloud
2:30-3:30pm • Room: 715B
Track: Conversion Analytics
Conversion Rate Optimization: A Practical Web User Experience Seminar for Corporations
How can you double your sales conversion rates without spending an extra dollar in advertising? Conversion rate optimization utilizes best practices in landing page design, user call to actions, and path based user segmentation to boost sales, generate more leads, and decrease the cost per lead of customer acquisition. This seminar is relevant to organizations whose customers buy online but shop offline, e-commerce driven businesses, and SaaS (Software as a Service) start-ups.
Speaker: Dev Basu, President and CEO, Powered by Search
3:30-4:00pm • Room: Foyer
Exhibits & Afternoon Break
4:00-5:00pm • Room: 716B
KEYNOTE
Social Media and Brand Influencing
Session description is forthcoming!
Speaker: Casie Stewart, Director, Community Agency and Social Influence
