9:00 am

Patrick Schwerdtfeger
Tactical Execution

Creating This powerful one-of-a-kind program analyzes specific tactics used by actual companies in real life situations. Patrick presents successful case studies where organizations have leveraged Twitter, LinkedIn, Facebook and YouTube to increase revenue and brand awareness. No other session will deliver more exciting and proven marketing strategies than Social Media Victorie s.

1:15 pm

Sandy Gerber, NEXT Marketing & Design Agency

NEXT Step Process: Identify Which Marketing Channel is Most Effective For Your Business, Sandy Gerber, NEXT Marketing & Design Agency

At IMC you are learning a variety of social media strategies and new internet marketing trends in the marketplace – how do you decide which channels are most effective for your business? Sandy Gerber, Founder & Marketing Strategist has developed marketing and branding strategies for some of the largest companies in Canada (including Molson Canada, BC Lotteries, Grey Canada) and has the answers you need. Gerber, owner of NEXT Marketing & Design Agency, ranked B.C.’s Top 100 Fastest Growing Companies, is excited to give you the powerful tools that will help you select the right channel for your business.

In this session, Gerber will give you the proven Five NEXT Step Process to determine if the channel fits your marketing strategy. Sandy is known for her interactive and highly engaging presentations and workshops, so sit front row and get your marketing questions answered.

NEXT Marketing & Design is a successful full service authentic agency that specializes in revitalizing companies marketing and branding. A percentage of NEXT projects revenue is donated to the NEXT STEP Philanthropy Program which supports local North Vancouver community initiatives as well as international organization

This training session will take any marketer ( traditional to new media) through the practical steps to understand the basics of a mobile marketing process completely. By the end of the day you will be a trained certified mobile marketing expert ready to run and manage mobile for your business in a way to reap the positive ROI necessary to fully embrace mobile with your company.

This is session is focused on publishers, agencies, media buyers and marketers to learn what is needed to add mobile to their existing marketing mix and determine the right budgets for taking the plunge. You will learn what to do to mobilize your assets, run a campaign, and make a sexy application for your specific brand and engagement needs.

At the National Level Mobile in 2010 has broken through to a become a mainstream line item for media buyers at the major agencies. From Mobile Apps to Engagement techniques to deliver mobile marketing campaigns tied to multiple channels, mobile is now a fundamental part of the mix. Today more then 25% of the Users in North America carry around a smartphones and by end of 2011 it is expected to reach close to 50%.

This 75 minute session will walk everybody through mobile web site tool on what it takes to get your site quickly mobile.It is an interactive session where you will be have a test account for a mobile web generating tool and you will have the chance to see what it takes to make a basic version of your site (perfection can come later, it is all about getting started)

This 75 minute session will walk everybody through mobile application site tool on what it takes to get your Brand in the right mobile application form It is an interactive session where you will be have a test account for a mobile application generating tool and you will have the chance to see what it takes to make a basic version of your site ( perfection can come later, it is all about getting started) - What is important from the UIX? - How does it work? Costs and Models - How do I set it up? - How do I get it operational ( releasing it to iPhone/Android) and what are the basics

This 75 minute session will walk everybody through mobile SMS site tool on what it takes to get your site quickly mobile. It is an interactive session where you will be have a test account for a mobile application generating tool and you will have the chance to see what it takes to make a basic version of your app ( perfection can come later, it is all about getting started) - What is important from CRM perspective and building your mobile database? - How does it work? Costs and Models - How do I set it up? - How do I get it operational ( releasing it to iPhone/Android) and what are the basics

This session is the wrap-up of taking 3 basic foundations of mobile marketing (Web/Application/SMS engagement and launching the plan.

Looking at buying through the Ad Networksm and looking at the overall process of customer aquisition and revenur generation strategies for mobile.

1. Facts General facts about language E-commerce and language
2. Cultural aspects Avoiding clichés Regional context & Social factors & Local habits
3. Technical SEO domains, directories and subdomains, the right strategy multicountry multilingual handling
4. Content optimization Language localization Domain names Content strategy
5. Link building Link building for international projects
6. Web analytics Segmentation of international traffic Tracking country specific Search Engines

1. Information architecture Content structuring, Taxonomy Alternative structures Avoiding flat structures
2. Tecnical SEO High volumen content to index XML Sitemaps strategy Relative importance of Page speed
3. Content Optimizing user driven content sites Content manual optimization Semi-automatic optimization

- A quick overview of Pay-Per-Click basics using Google and Facebook

A student of this one day course will get a solid foundation for understanding Google Analytics and learn best practices relating to landing page optimization, experiment design and the use of GWO - Everything required to run their own successful conversion optimization program.

This one day training session is split into two sessions:Morning: An introduction to understanding Google Analytics,Visitor Tracking and Reporting. This session will cover the core concepts of Web Analytics, how to read the reports in Google Analytics and the action that can be taken with the insights found in the reports. Afternoon: Learn the principles and strategies required to run a successful Google Website Optimizer program.

This session will cover the fundamentals of test theory, page selection, hypothesis creation, page optimization, experiment design, and the use of Google's free testing tool, Google Website Optimizer, to conduct experiments.

Conference Day 2 - September 22nd

More information and registration (free but required) here.

Room 1: 9.00 am


Eric Weaver
DDB

Social media pundits gush about consumer dialogue, brand advocacy, the Cluetrain Manifesto and the need for a social media strategy. Yet this often perpetuates the idea of social media approaches being crafted independently of other communication and engagement efforts. In this presentation, DDB's Eric Weaver will talk about the evolution of social media marketing over the last six years and discuss integrated marketing strategies businesses should pursue today to see revenue impacts. Attendees will walk away with a new way to look at their marketing communication efforts and media mixes, based on real-world examples.

This session outlines and describes simple Internet marketing mistakes that have not only destroyed companies' costly online marketing campaigns, but also nearly destroyed many of the companies themselves. This session will examine some of the most memorable Internet screwups and distill the valuable lessons to be learned by both companies and individuals alike.

Dennton Fahl is President of BlackSun Inc. a web hosting, data storage, and co-location company headquartered in Saskatoon, Saskatchewan, Canada. Dennton has been advisor to companies such as Savanna Energy Services Corp., TrigPoint Solutions, Sabre Well Servicing Inc., Xtreme Drilling Corp., and Wrangler West Energy Corp. Dennton currently also serves as an advisor at National Bank Financial, a division of the National Bank of Canada.

Room 2: 9.45

Maryam Mahdaviani
Optemo Inc.

Evolution of search and its impact on marketing by Maryam Mahdaviani, Optemo Inc.

In this talk Maryam will provide a visual overview of search evolution from keyword search to faceted search to semantic and visual search. She will also explain how the evolution of on-site search technologies has a great impact on marketing and how on-site search and navigation technologies along with your business knowledge can significantly increase the customer satisfaction and the sales volume.

Crawford Kilian
Writing for the Web

How we read on the web, and how we should therefore write, with one or two exercises in editing for concision.

Panel Participants: Michael Benedek, AlmondNet (moderator) + Matt Apprendi (Collective Media), Rick Dalton (interclick) and David Simon (Turn)

Panel Format: Mike will give a 1-minute intro to the topic and then invite each panelist to give a 2-3 minute introduction about themselves and their company. Following the introductions, Mike will moderate a discussion about the topic with the panelists. 10 minutes will be left for Q&A at the end of the panel.

Michael Benedek Almondnet	Matthew Apprendi Data Solutions Collective	Rick Dalton interclick	David Simon, Turn

11.00 Room 2:

Nathalie Baudoin,  MEC

Nathalie Baudoin, will map the customer journey across all touch points and demonstrate how the MEC member experience is both seamless and complementary. Hear how the Co-op 3.2 million members have enriched the brand, added relevance and ultimately built up the organization’s trust and credibility. Learn about MEC’s holistic approach to conventional and emerging communications and how it engages with multiple voices through all of its touch points and channels.

Crawford Kilian
Writing for the Web

The Tyee routinely runs 1200-1500-word articles that get heavy readership and lively responses. Here's how to write and edit long articles that attract and hold reader attention.

Peter Hrabinsky
AntarcticaDigital

Peter Hrabinsky specializes in marketing social media, marketing automation, and marketing solutions focused on converting engagement into customer acquisition. The reality is that having a Facebook, LinkedIn, and Twitter presence does not mean you are taking full advantage of the social media space. The tools, strategy, timing, metrics and execution all are important aspects of an effective social media campaign.

This presentation will provide an overview of how businesses can more effectively manage, monitor, and measure their corporate voice across multiple social media channels. Peter will walk you through the strategy and technology behind his social media marketing initiatives.

Damien S. Navarro
Earthbound Media Group

Hollywood's ability to garner an inordinate amount of fans, traffic and brand equity around its film properties in a matter of weeks using evolutionary digitally-driven online tactics has been ground-breaking and carefully documented. We will explore how such, sometimes out-of-box, tactics as Branded Entertainment, Online Reputation Management, Social Channel Publications, Cause Marketing Campaigns and extreme Personalization of the Online Experience are now being applied to a number of more traditional B2B and B2C internet marketing strategy models.

How well you appeal and evolve to the public's craving for the desire to "give back" be "entertained" to "persuade" and to "be cool" can be directly attributed to the success of your campaigns. Learn how to cut through the clutter of small attention spans and budget conscious perspectives while achieving the brand status of "influencer", "trendsetter", "philanthropist" and "celebrity".

Mona Elesseily
Page Zero Media

1.45pm Room 1:


Doug Lacombe
communicatto

Companies starting in social media need to do "the social media BUMPP" to protect themselves. BUMPP stands for Brand, Understand, Monitor, Policy, and Participate. Following these steps allows your company to manage risk. Learn about reserving your brand name, monitoring the conversations, and policy best practices so staff don't inadvertently become spokespeople. Avoid the PR debacles several companies have stumbled into - get your company started on the right foot with the social media BUMPP.

Steen Rasmussen
Director
IIIH Nordic

Henrik Stenmann
IIH Nordic

The Scandinavian market consists of four unique markets with distinct characters and cultures. The common denominator is an extreme purchasing power and one of the highest online penetrations in the world. This presentation takes you on a journey through the markets and the 7 online marketing factors that really matter when you want to create exceptional online results with a minimal effort – no matter where you are.

Henrik has worked in the Nordic Internet industry since 1999, with a focus on user studies and visitor surveys. As a Senior Partner at IIH Nordic A/S, he specialises in online marketing in Scandinavia with a focus on generating revenue from search engine traffic. An experienced presenter from Copenhagen, Stockholm, Vancouver and Barcelona, his constant focus on actions has made him a significant authority on search engine and conversion rate optimisation. Internationally, he has worked with brands such as VELUX, Experian, Best Western, 3M and SAS Institute.

Steen Rasmussen is one of Denmark’s most experienced online business profiles and presenters within website optimisation. He is the national representative of Web Analytics Association and has 10 years of practical experience with online optimisation of websites and web analytics – references range from strong Nordic brands such as Vestas and Ericsson to international profiles like Oracle and Johnson & Johnson.

To-date, the linkage between mobile and other media has been a giant fuzzy eye-chart that no one understands. Like online, mobile is very good at measuring itself. However, mobile also provides the best way of understanding how your traditional media is performing. It is the means to track users across the entire media mix. Mobile is a powerful tool that agencies and brands have not effectively used to engage, measure, and optimize across the entire media mix. In this session, we will look at ways that agencies can utilize mobile technologies and strategies to provide a clear view of performance, optimize campaigns on the fly, and provide better reporting back to the client.

This panel shares its collaborative approach to clean, precise website launches. We'll take you through a recent project—from initial conversation, branding and keyword research to copywriting, design and development. You'll discover how each team member contributes to our essential website production process, and how we work together to build the best foundation for small- to medium-sized businesses.

Chris Goward
Widerfunnel

Meet worldwide conversion specialist guru Mr. Chris Goward. In this inspiring session you will learn why:

- BirthdayInABox.com eCommerce Retailer lifted revenue by 15%
- Intel lifted conversions to upsell by 20%
- EA Sims3 Store lifted SimPoints sales by 14%

This session will explain how Augmented Reality will change Interactive Marketing. Best practices and also where the opportunities lie. Learn how to add extra value to campaigns and measure success. What is around the corner and how will this change the consumers' interaction with the brand. How can we integrate AR with social media and where can creativity and technology development take us?

Paula Skaper
Kinetix Media Communications
 

Lights! Camera! Sales! by Paula Skaper, President, Kinetix Media Communications Ltd.

Combine our national television obsession with the rapid rise of Youtube to become the world’s number two search engine and the move to engage customers online with video content seems obvious. In fact, online video reaches 54% of North American Internet users. Two thirds of those viewers have watched video ads and 44% have taken action as a result*. Yet too few companies are successfully using this medium as a sales and lead generation tool.

For many CEO’s, the demands of maintaining an online publishing empire to support your sales and marketing efforts is overwhelming. After all, you still have a business to run! Cost can be a roadblock, as can availability of in-house resources and technological understanding. This session looks at the challenges and opportunities from the perspective of the executive suite, and provides viable options for getting rid of roadblocks and implementing a strategy that delivers more than it costs.

Curtis R Curtis
UniversalBusiness

In this session we will examine what online businesses need to do to ensure they are found locally online everywhere they need to be found & why Local Search is a different game than traditional SEO. What are some of the strategies & tools that savvy "local" marketers are using which to gain the edge over the competition and rank well locally?

With both Facebook and Twitter introducing geo-location for tweets & updates, we will discuss some new services enabled by GPS technology which are emerging as valuable tools. As a takeaway we will introduce some new reputation management services which are helping SMBs to manage their "local" presence which is highly predicated on what is being said about them on review sites, such as Yelp & Insider Pages and in citations which both rank highly in search engines.

Guacira Naves
The Online Strategy House

How would you answer to this statement?

“There's no place for search engine optimization in social media marketing.” 

If you've answered “yes”, think again! SEO and Social Media Marketing are no longer mutually exclusive. In fact, your blog, as well as your profiles on Twitter, Facebook and YouTube, can all improve your search engine visibility. Luckily, some of the prep work that is traditionally implemented in search engine optimization — such as keyword research — can also be applied to social media tactics. Explore the crossroads between Social Media Marketing and SEO, and learn best practices that will help you get that much more Google (or Bing) juice!

LDA (latent dirichlet attribution) by Gillian Muessig, Director SEOMoz

In addition to being financially capable buyers of high end technology items, gamers are among the most active 'Linkerati' groups on the web. I'll discuss strategies for reaching this rich and largely untapped sector, leveraging games for product placement, marketing in-game and targeting gamers for link building.

Ken Jurina
Epiar

This session outlines specific steps and tools to use on how the attendees can save money identifying and using negative keywords in their PPC campaign and walk through a couple of case studies where experienced AdWord users have saved an additional 10% to 40% on their PPC spend. How to generate targeted PPC traffic and decrease wasted ad impressions using Negative Keywords.

$75. Cash bar. Register here: http://www.iimaonline.org/

Conference Day 3 September 23rd

Guy Kawasaki
Garage Technology Ventures

Michael Helbling
Lands' End

Albert Einstein once said, "Anyone who has never made a mistake has never tried anything new." This session will present blunders and the lessons learned throughout my web analytics career. Ranging from tools to use and how to do reporting to best ways to deliver analysis and how to inspire action based on analytics.

This session is the pinnacle of research and real-world experience spanning many social media campaigns. This volume of work has been digested into 5 simple triggers used to generate social media engagement.

After this hour-long session, you will walk away with simple insights and actionable advice sure to immediately impact your marketing efforts.

Jeff Schaeffler
Cossette

Has your company started a movement? Marketing is no longer just an ad campaign it's building a following, creating a community, going viral etc. If you have ever seen the opening of a Forever21 retail store or stood in line for the latest Apple product you would have witnessed a movement. What can we learn from these companies?

In this session Jeff will present his findings around these organizations along with Lady Gaga, Pepsi Refresh Project, Groupon, and Made to Stick. The result will provide a framework that companies can use within their marketing to help companies create their own movement.

Permission email marketing platforms like MailChimp are helping blur the lines between permission marketing and social media marketing. How do should you integrate your website, social media and email strategies and what tools are available. Tools discussed will include MailChimp, Wufoo, Flowtown, Drupal, WordPress and more!

Data is everywhere, Social Media, Search Engines and Web Analytics all have tons of data. Our customers and potential customers are leaving a trail for us to follow and understand what customer are looking for, what will keep them engaged and how can we convert them into money. We can leverage all this data to provide us the intelligence to help build better websites that convert. This session will share some examples on where to look for this information and how to use it to make a better websites.

Stephen Beck,
Engine Digital

In a Mobile world the brand experience needs to be as functioning as the offline & webworld. Listen to this exciting case-study on how to create a great Mobile brand experience.

Eric J. Hansen
SiteSpect

While A/B testing allows you to test just one factor at a time, multivariate testing enables you to test many changes simultaneously. Evaluating the impact of combinations of factors and variations often reveals significant interaction effects that can have a dramatic impact on your conversion goals. The question becomes, how to get started, what are the best practices, and how to tie testing into other data-driven processes within your organization?

In this session, Eric J. Hansen, Founder and CEO of web optimization firm SiteSpect, will share lessons learned from some of the largest companies optimizing their websites and mobile web initiatives with multivariate testing today. The audience will learn the 10 Top Tips for Testing Success, 5 Errors to Avoid, and 6 Ways to Optimize Landing Pages.

Timothy Quinn
Vortex Mobile

The convergence of social media and mobile technologies offers companies an opportunity to develop real-time many-to-many relationships within their marketplace. Until recently constrained by platform fragmentation and integration challenges, mobile campaigns are commanding increasing prominence alongside traditional web campaigns, thanks to the evolution of second generation social media APIs (e.g. Facebook Open Graph) and the increasing sophistication of potentially platform-agnostic mobile browsers.

With social mobile adoption continuing to rise (according to 2010 data from ComScore, 30% of smartphone users access social networks using mobile browsers), marketers and brand managers must adapt to a consumer ecosystem that increasingly empowers users to engage with companies outside traditional advertising channels.

1.45pm Room 1:

Peter Hrabinsky
AntarcticaDigital

captivate | social – 10 Tips That Enable Successful Social Media Initiatives by Peter Hrabinsky AntarcticaDigital

OVERVIEW

Social media is not about signing up for a Facebook or LinkedIn profile and hoping for the best. The key to enabling a successful social media campaign depends upon the tools you use and the strategy you follow.

In this workshop you will be introduced to captivate | social, an enterprise social media management platform and strategic offering that you may consider as an option for managing your social media initiatives.

YOUR INSTRUCTOR

Peter Hrabinsky, VP of Marketing at Antarctica Digital.

He specializes in social media marketing, marketing automation, and marketing solutions focused on converting engagement into customer acquisition. Peter has extensive experience marketing social media technology and outlining specific strategies to energize social media initiatives that integrate into traditional sales and marketing mixes. His passion continues to be identifying and bringing to market exciting new technologies that increase ROI and streamline business processes.

10 Topics We Will Discuss:
1. Whether social media is right for your business.
2. How determining who will communicate within social media initiatives is key to better managing your message.
3. How to create social initiatives that enhance your current marketing objectives.
4. Reveal the importance of proving the value of your social media initiatives.
5. How to listen to what people are saying about your company.
6. How to build your audience.
7. How to help followers promote your business.
8. What social media models look like.
9. When to begin a social media initiative.
10. The most important element in social media marketing.

Jeff Nelson
Anduro Marketing

This session will look at a variety of blunders, mistakes, failures and *&!%-ups that individuals and companies have made when using social media. Did you hear about the Swiss woman caught surfing Facebook when she was at home "sick"? That is probably old news. Or what about the lady who dumped a cat in a garbage bin? Find out if the cat lived or died. Or did you read about when Nestlé's was ridiculously slow to respond on its Facebook page to negative comments about Palm Oil in some of its products. We will contrast these screw-ups with social media darlings like the viral Old Spice ads and.By the way, do you think Old Spice sales have gone up or down in the lastyear? Come to this session to find out answers to this question and many others.

James Mazur
Gone Fishing Consulting Ltd

Gone Fishing Consulting has created a revolutionary new process to achieve increased pay-per-click conversion to sale revenues with Googles flagship product, Google Adwords. Using the Google Earth platform, consumer driven market data, and behind the scenes and proprietary spatial analysis software users are able to visualize exactly where they have the greatest opportunity for success and then easily add these "custom shapes" into their Google Adwords campaigns. Targeting your Adwords has never been so quick or so easy.

John Hossack
VKI Studios,IIMA

Analytics is now mainstream for big companies. How do you spread the understanding to small & medium sized businesses about analytics?

Panelists:
Allison Hartsoe, VP of Analytics, Semphonic
Eric Hansen Founder & CEO, SiteSpect
Anil Batra, VP of Search & Analytics, POP

Allison Hartsoe Semphonic	Eric Hansen Founder & CEO, SiteSpect	Anil Batra Pop

With the saturation of traditional forms of online marketing and as search engine optimization becomes critical for a company’s overall marketing strategy, companies are relying more heavily on comprehensive SEO strategies for increased market share and profitability.

With organic search marketing poised for incredible growth in the coming years, it is essential that C-level executives be knowledgeable about the impact SEO can have on a company’s bottom line and are in agreement about the SEO investment that needs to be made.

In this session, attendees will learn how to sell search to C-level executives, how to focus on metrics and PKIs that matter to the business, tie profitability directly into search rankings, and how SEO can be used as a competitive advantage.

Blake Johnson
Site9

High-fidelity prototyping: Can you afford not to? by Blake Johnson, Site9

Find out how and why the interactive development industry
is embracing high-fidelity prototyping, what tools they are using, and the difference it's making.  According to Forrestor, rework accounts for over 30% of a project's cost and time overruns. Like most industry, building and testing a prototype gives the team a realistic simulation on which to develop and refine ideas BEFORE making a significant investment. It also gives stakeholders  understanding into the project at an early-stage reducing late-stage rework. Prototyping allows marketing to conduct usability testing and project validation before more effort, and resources, are spent on your project.  Ask
yourself, "Can you afford not to be".  Join Blake Johnson, President and CEO of site9 and Protoshare as he covers all the vendors, evaluates the pros and cons and finally how you might choose a system appropriate for your specific needs.

Panel - When is Social Media not working moderator Gillian Muessig, SEOMoz

Social Media is the popular way of reaching people online. At the same time many businesses are failing to gain business advantage from Social Media. How do you know when Social Media is the right thing for you & when its not?

Panelists:
William Azaroff, Vancity
Brian Mulvaney, CEO, Crossfit

More panelists to be confirmed.

3.45pm Room 3

Allison Hartsoe
Semphonic

Case Study: How an insurance company uses segmentation to pragmatically determine user experience by Allison Hartsoe, VP of Analytics, Semphonic

How can focusing on segmentation improve your site by providing insight to a preexisting design? In this case study, we’ll review how one online insurance company created multiple home site designs to try and “beat” the original site. Why were conversion rates high on the ugly site and low on the pretty site? In this session Allison Hartsoe, Vice President of Analytics at Semphonic, will show how the company profiled visitors and found the answer. Learn about logical ways to perceive these visitors as well as how actionable metrics were used to recommend changes. This case study focuses on Omniture SiteCatalyst data but the method can be applied to any tool.

This event is free and there will be a cash bar.