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Day 1 Wednesday, October 03

1:15 pm - 2:15 pm

Opening Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

2:30 pm - 3:00 pm

Business Storytelling: The Architecture Of Why People Will Care About Your Content

  • Understand the architecture of a great, fulfilling story and why audiences care
  • Develop the four pillars of the premise of your story, no matter how big or how small
  • Use seven straightforward questions to help develop your premise, and evolve the four pillars of your business story
  • Create an actionable check-list for the content you are creating to ensure you’re transforming good ideas into better stories
  • B2B
  • B2C
  • Content
  • Strategy

Google’s AI is Smarter Than You: What That Means for Your AdWords and SEO

  • Daniel Russell, Go Fish Digital
  • Daniel Russell
  • Describe how Google is using AI to improve their internet services
  • Understand recent changes to Google’s SEO and AdWords algorithms that have been driven by Google’s AI
  • Find Google’s future patents and changes, and implement changes in your strategy accordingly
  • B2B
  • B2C
  • Conversion
  • Emerging
  • Search

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

  • Understand the five “levels” of messaging that should be part of your email marketing program
  • Articulate and justify the value and purpose of each level and campaign type
  • Identify the automated email campaigns that best serve your business model and prioritize their importance
  • B2B
  • B2C
  • Content
  • Customer Experience
  • Email
  • Strategy

3:15 pm - 3:45 pm

Managing and Marketing to Millennials

  • Attract, hire and retain Millennials that will surprise and delight you
  • Better understand what millennials want from their workplace leaders
  • Create marketing messages that resonate with millennials
  • Choose marketing platforms that millennials will respond to
  • B2B
  • B2C
  • Mobile
  • Social
  • Strategy

How to Create Data-Driven Strategies to Grow Your Visibility

  • Marcela De Vivo, SEMrush
  • Marcela De Vivo
  • Understand the best tools to gather competitive intelligence
  • Uncover your own data and build strategies out of it
  • Put data to use for cross-channel marketing strategies
  • Bring all this data together into unified reports
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

Engaging your Audience and Keeping Their Attention with Gamification

  • Mitch Canter, Vanderbilt University
  • Mitch Canter
  • Understand the benefits of incorporating gamification into your marketing strategy
  • Define the terms involved with gamification, including the types of “players” your audience may fit into
  • Associate those players with types of gaming mechanics
  • Replicate real world examples of organizations that have implemented gamification in their marketing strategy
  • B2C
  • Customer Experience
  • Emerging
  • Strategy

4:00 pm - 4:30 pm

SEO vs. Brand Voice: Choosing the Right Words

  • Set priorities for digital copy based on your brand’s voice
  • Turn your SEO strategy into a key tool for building brand value
  • Balance two distinct skill sets: writing for search, and writing for brand
  • Create more cohesion between the terms people search for and the way you talk about what you offer”
  • B2B
  • B2C
  • Branding
  • Content
  • Search
  • Strategy

The Feng Shui of Modern Email

  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Identify opportunities to streamline messaging and production processes
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2C
  • Content
  • Conversion
  • Data
  • Email
  • Mobile
  • UX/Design

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

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

4:45 pm - 5:15 pm

SEO Quick Wins: 20% of Actions for 80% of Results

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Execute on the 20% of transformative actions that lead to 80% of your organic search results
  • Perform a quick, simple and action-oriented SEO audit to prioritize your content, backlink and technical strategies
  • Design a winning SEO game plan that will not break the bank
  • Implement an agile and inclusive SEO process
  • Adapt to recent Google changes and position your strategy ahead of the evolving algorithm (and the competition)
  • B2B
  • B2C
  • Content
  • Search

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

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

Everyday Behavioral Science For Better Conversion Optimization

  • Brian Massey, Conversion Sciences
  • Brian Massey
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and data-driven precision
  • Use and understand the data from your results more efficiently for future tests
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Strategy

5:15 pm - 6:15 pm

Opening Reception

You made it to the end of Day 1 of DS Charlotte. High fives! After stuffing your brain with all of that good content, mix and mingle with fellow attendees, speakers, and sponsors. Enjoy beverages and snacks, and decompress a little before you gear up for a busy Day 2.

Day 2 Thursday, October 04

8:30 am - 9:00 am

Why Being Human Wins: Strategies for More Authentic, Original Content

  • Discover the identity problems that most commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
  • B2B
  • B2C
  • Branding
  • Content
  • Customer Experience
  • Social
  • Strategy

Social Media Matters: Developing and Sustaining Audience Engagement

  • Apply data-centric approaches to connect with your audience in ways that your competitors are not
  • Blueprint a social strategy to increase audience interactions by 160% or more
  • Increase traffic to your website through targeted, data-driven measures
  • Analyze and report on the Return on Investment (ROI) of your social media efforts
  • Data
  • Measurement
  • Mobile
  • Social
  • Strategy

The Feng Shui of Modern Email

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2B
  • B2C
  • Content
  • Conversion
  • Design
  • Email

9:15 am - 9:45 am

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Shana Sullivan, Vertical Measures
  • Shana Sullivan
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
  • B2B
  • B2C
  • Content
  • Paid Advertising
  • Search

Constructing a Website Architecture that Supports Search Demand

  • Lauren Polinsky, Kimpton Hotels & Restaurants
  • Lauren Polinsky
  • Use keyword data to develop a website architecture based on searchers’ interests
  • Work collaboratively with Analytics and Paid Search Teams to target concepts most important to the overall business
  • Successfully present complicated data concepts to your C-Level Executives
  • B2B
  • B2C
  • Content
  • Conversion
  • Design
  • Mobile
  • Search
  • Strategy

Enhance Customer Experience Using Analytics and Experimentation

  • Use data and analytics better to improve every Customer Experience interaction.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Data

10:00 am - 10:30 am

How to Hack Facebook’s New Algorithm Changes

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Know the types of content Facebook gives preferential treatment to
  • Implement strategies for boosting organic Facebook reach and engagement
  • Go outside of the box with tips and tricks to optimize how you post on Facebook
  • Create a valuable checklist to help you reclaim your fans on Facebook
  • B2C
  • Content
  • Customer Experience
  • Mobile
  • Social
  • Strategy

How to Masterfully Version Your Video Content for Unique Audiences

  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Distill video into both gated and ungated content
  • B2B
  • B2C
  • Content
  • Mobile
  • Strategy
  • Video

Paying for SEO: A Method For Increasing Lead Volume By Over 300%

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Understand the data that validates why you need to immediately execute this strategy
  • Identify third-party sites that rank well for your top queries
  • Implement 5+ tactics for maximizing the selected third-party sites so that they perform profitably
  • Search

11:00 am - 11:30 am

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

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

It’s a Pay to Play World: Finding Real Value in Social Media

  • Understand when organic social media can work – and when you will need to leverage paid social media
  • Move past the “boosted post” to targeted social media campaigns that provide results
  • Better measure the results of paid social media campaigns.
  • More expertly dissect winning Facebook and Instagram ad strategies
  • Conversion
  • Measurement
  • Mobile
  • Paid Advertising
  • Social

How to Strengthen UX with Tactical and Strategic Involvement

  • Understand how organizations have prospered because they’ve adapted to Tactical-Strategic UX mindset
  • Advocate for and strengthen the concept of user experience within your company
  • Obtain strategic buy in for user experience from management
  • Bring UX practitioners and management together to further empower the concepts and advancement of user and customer experience
  • Customer Experience
  • Strategy
  • UX/Design

11:45 am - 12:15 pm

Innovate to Elevate: The Data-Driven Marketer

  • Bryce Gartner, Icimo
  • Bryce Gartner
  • Understand the current role of big data and analytics in the digital marketing landscape
  • Identify three critical skills needed to innovate as a data-driven digital marketer
  • Identify an actionable data-driven plan to apply during your next concepting or ideation session
  • B2B
  • B2C
  • Data
  • Strategy

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use a tag manager to more effectiely measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • B2B
  • B2C
  • Content
  • Customer Experience
  • Measurement
  • Search

Build Customer Relationships that Lead to Brand Evangelists

  • Identify the psychology of successful ‘communities’
  • Build relationships at scale (social and in person) that lead to customer evangelists
  • Create and deliver on metrics around outstanding service to your customer community
  • B2B
  • Customer Experience
  • Measurement
  • Social
  • Strategy

12:30 pm - 1:30 pm

Lunch Keynote

Keynote
  • Ann Handley, MarketingProfs
  • Ann Handley

1:40 pm - 2:10 pm

Trigger Emails Made Simple

  • Understand, and recognize how trigger emails are different from your other marketing emails.
  • Collaborate with your development team more effectively to keep those emails updated
  • Use a specific strategy to organize your email workflow
  • B2B
  • B2C
  • Conversion
  • Email

Going Mobile: Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • B2C
  • Content
  • Design
  • Emerging
  • Mobile
  • Strategy

Search Engine Optimization in a User First World

  • Jake Finkelstein, Method Savvy
  • Jake Finkelstein
  • Evaluate your website’s current user experience through the lens of search engine optimization.
  • Utilize user experience design principles to improve SEO performance.
  • Build better audience personas to align exceptional user experiences with searcher intent.
  • B2B
  • B2C
  • Conversion
  • Customer Experience
  • Data
  • Search
  • UX/Design

2:20 pm - 2:50 pm

Think Like A Fan: Create Relatable Content, Insight Meaningful Interactions and Activate Your Community of Fans

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Understand how the latest news feed changes impacts organic reach and Facebook Ad spend
  • Build a content strategy from the fans perspective focusing on creating “participatory content” targeted at an active audience rather than social spectators
  • Implement employee advocacy and influencer relation programs that create social media conversations and drive organic reach of content on social media
  • B2C
  • Content
  • Customer Experience
  • Mobile
  • Search
  • Social
  • Video

B2B Omni-Channel: Transforming an Organization with People, Process and Technology

  • Jenny Hooks, Cisco
  • Jenny Hooks
  • Understand the dependencies of people, process and technology on delivering an omni-channel customer experience
  • Crush organizational siloes to deliver the best experience for customers
  • Implement small things that can make a big difference in your customer experience, regardless of which technologies you have access to
  • B2B
  • Customer Experience
  • Strategy

Using Augmented Reality to Turn a Customer Experience into Factual Data

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

3:00 pm - 3:30 pm

The Future Of B2B Marketing: Trends For The Contrarian Marketer

  • Jann Martin Schwarz, LinkedIn
  • Jann Martin Schwarz
  • Understand why you should always stick with your old creative
  • Not be fooled by cheap media buys that are actually expensive
  • Explain why “Brand Newsrooms” are a horrible approach to content
  • Define why real-time marketing is one of the worst ideas in marketing
  • B2B
  • Strategy

Harnessing the Power of Amazon: Customer Acquisition, Lead Generation, and Proof of Concept Sales

  • Robyn Johnson, Best From The Nest
  • Robyn Johnson
  • Use Amazon as a way to drive growth for brands and products
  • Understand key elements for Amazon SEO and conversion
  • Get initial conversions and protect your brand on Amazon
  • B2C
  • Measurement
  • Mobile
  • Search
  • Strategy

Designing for Turing: Voice, AI, and the Future of CX

  • Jason Snook, CapTech Consulting
  • Jason Snook
  • Understand the current industry trends around voice-enabled technology and artificial intelligence and how they impact yoru business.
  • Understand the the spectrum of design, adoption, privacy, security, accessibility implications of voice technologies and AI
  • Actively participate developing the future trends of voice and AI as part of your overall business and marketing strategies
  • B2C
  • Customer Experience
  • Design
  • Emerging
  • UX/Design

3:40 pm - 4:10 pm

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

  • Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
  • Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
  • Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
  • B2B
  • Content
  • Mobile
  • Social
  • Video

WAKE UP Your Digital Marketing

  • Tiffany Starnes, Starnes Solutions
  • Tiffany Starnes
  • Deploy social listening tactics to monitor online conversations about specific topics for your business
  • Develop a customer persona to understand how to approach your audience with the right message
  • Allocate resources wisely to the most appropriate content and channels
  • Analyze results to assess performance
  • B2B
  • B2C
  • Content
  • Customer Experience
  • Social
  • Strategy
  • Video

4:10 pm - 5:10 pm

Closing Reception

Is your brain full now? Thank you so much for joining us for two days of wall to wall marketing goodnes.. Before you say those final goodbyes and make those final connections, join us for a beverage or two at the Closing Reception, immediately after sessions.

Join us at Digital Summit Charlotte 2018

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