Without a smart strategy, your social media campaigns will disappoint long term. We’ll talk about the elements and tools that a social media plan & strategy should include, what your objectives might be, what the price tags might be, and what the questions are that you should be asking yourself before implementing a plan. The list of social media tools is constantly growing, so we’ll cover how to select the ones that will work best for you, and which tools are best used for which purposes. We’ll talk about social networks like Facebook.com and LinkedIn.com, Twitter, use of online videos and surveys, widgets and wikis, podcasts, blogging and more. We'll look at what it really takes to manage these tools, and make them into marketing powerhouses.
by John Lovett
by Sherry Bastion
Building a successful online experience isn't easy. It takes thought, skill, and hard work to design and deliver a meaningful destination that is usable and pleasing, visually coherent, full of information, supports the brand and is technically sound. This session will introduce you to three of the core components – usability, design and content – that will lay the groundwork for the deeper dives to follow and fill you with useful, creative, and actionable ideas you can use to create an experience that engages and satisfies your users.
by Jill Carlson
The list of social media options is constantly growing, so how do you evaluate and integrate your options most intelligently? How do you integrate social media into your offline and other online marketing plans? How do you measure the impact of social media on your customers, brands, company, campaigns, and other marketing channels? Join us and learn how to analyze and monitor your social media results, so you can get the best marketing ROI.
Hear what’s happening today in search marketing and where it’s heading. Learn how recent changes in the search engines like the Farmer/Panda update, social graph and social media utilization, and Google’s retargeting program have altered search marketing strategy. Get a 10,000 foot view of the search space today to help you craft an effective strategy moving forward.
by Matt Crenshaw
In both paid and organic search it is valuable to explore alternative content types beyond the traditional web page. PPC advertisers can market in new locations such as Google Places and Mobile Ads and in new ways by utilizing ad extensions like location and phone number. Within the organic listings, increasing search result real estate is being given to news, video, local, realtime, and other channels. Get an advantage over your competition by understanding alternative content types and how to use them effectively.
by Christian Sullivan
We will look at some of the best, most advanced social media campaigns. We’ll discuss what worked and why, and what you can learn from other’s successful efforts.
by Lisa Braziel
No one can deny the power of Facebook, the potential of reaching your target market and engage with them is powerful but there’s a lot that can be done. Do you spend time on developing a fan page, running a contest, starting a group, setting up events, running polls/questions or should you be running ads on Facebook. In this session we’ll take a look at both the organic and paid sides of Facebook, from demographic targeting to how to create a successful following you’ll walk away with a better understanding of how to utilize Facebook to its full potential.
by Todd Moy
Does usability mean what you think it means? This interactive session focuses on the critical, yet infrequently considered traits that shape our perception of usability. You'll come away armed with a framework for designing more pleasurable - not just usable – experiences.
by Ted McDonald
by Rob Ousbey
The search engines are constantly tweaking and fine-tuning their algorithms, changing how your website ranks in the search results. Optimization techniques that worked in the past can be harmful today and factors that haven’t mattered previously are emerging as critical components of a search engine optimization strategy. Forget what you thought you knew about how the search engines rank pages and learn about the SEO ranking factors of today.
Every company wants to engage potential customers continuously and with the most relevance. Social media allows accessing and sharing of information through a variety of devices, when and where people want. Social media has quickly become an important part of the digital experience and people's connection to brands. How can you use content to drive social experiences, loyalty and even sales? We'll provide examples of companies that are leveraging the social channel most effectively.
You’ll discover how to use both Twitter & Linkedin.com for marketing success. You’ll hear Linkedin.com best practices, and ideas for creating a successful Twitter community. The best and most creative ideas being implemented today, what’s working, and what’s not will be highlighted in this session. LinkedIn is much, much more than a job search tool, especially for BTB marketers and Twitter can be much more than a broadcast mechanism. This session will get you on the right track of using these social networks in your marketing strategy.
It's no secret that well-designed, content-rich, highly usable Websites are essential to all businesses today. And within Web teams, designers work to ensure that the look of Websites and applications make a favorable first impression. But when designers use their creative minds to move beyond the tactics of producing visual designs and "move upstream," they can ideate new approaches to solving problems and finding opportunities that impact the bottom line. In this session, you'll learn practical principles for using design as a strategic tool that will influence the way you think about your Web project.
by Hayes Davis
Social Media provides a near infinite stream of ever-changing data which has spawned myriad metrics and analytical frameworks. This talk will discuss which of the social metrics matter, emerging efforts at standardizing these metrics and how to ensure measurement consistency. It will also address how social media analytics integrates into a larger digital analytics program to connect with business goals.
by Phil Buckley
Social Media is now an important element in your search marketing plan, and is quickly becoming intertwined with mobile marketing. Learn how you can leverage your social media as a search and mobile marketing tool. Don't miss out on social media/search/mobile marketing opportunities, especially as the competition heats up.
by David Gudai
Pay-per-click (PPC) search engines can give you instant traffic and allow you to test new business models in real time. However, the pay-per-click market is competitive and can be very expensive. Learn how to optimize your campaigns for the best return with today’s PPC search engines.
You’ll discover how to use widgets and wikis, podcasts, online videos. You’ll hear best practices, and the best and most creative ideas being implemented today, what’s working, and what’s not. Online videos are growing in importance. It’s about content, but also about syndication, tagging, SEO, how videos are discovered. Learn how to make online video produce for you.
Content is more than just words on a page. This session will introduce you to strategies for developing and maintaining content – including videos and other rich media – that encourages user interaction and supports business goals.
by Dana Kirchman
Some mobile apps generate a lot of buzz but quickly fizzle. Other apps build passionate user bases that grow steadily over time. What are the differences between success and failure? This session will explore the key factors that can make or break your chance for success.
by John Lane
What does the future of social media hold? How does that effect your business? What are the emerging social media trends, technologies, and tools? What steps should you be taking now to prepare for the emerging social media trends, technologies, and tools?
Discussion will include how to integrate social media into the rest of your marketing plan (especially search marketing), and how social media intersects with other marketing channels & tactics. You'll learn the importance of, and how to best monitor your social media and respond to conversations by managing your social identity. Leveraging social medias with each other, and with other online and offline marketing, is crucial to your success. And we’ll talk about measuring social media’s impact on your brand or organization. We'll finish by summarizing some of the day's most important points.
by Dan Zaratsian, Erika Burger, Geoff Lewis and Richie Couchon
by Donna Bedford
This session will describe the tools that will help you to accomplish your search marketing tasks, and will help you to create your search strategy and action plan. There is plenty of overlap of useful tools between PPC and SEO to be covered such as competitive analysis and keyword research. On the PPC side of things we’ll dive into specifics like in bid management and campaign workflow efficiencies. On the SEO side we’ll cover tools to analyze indexing, site ranking, diagnosing and remedying problems, page level information and on-page optimization. You’ll leave this session with a full tool belt of tried and tested resources for search success, and we’ll conclude the day with ideas on how to create your roadmap for putting your learnings to work!
15th–16th November 2011