Agenda | Digital Summit Philadelphia

Agenda

These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

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Day 1 Wednesday, August 25

8:30am - 12:30pm

SEO in 2021: Win More Visibility in Customer Searches

Masterclass
  • Greg Gifford, SearchLab
  • Greg Gifford

At the end of this Masterclass, you’ll be able to:

  • Understand how Google’s algorithm functions and which elements it uses for ranking
  • Identify technical issues that could be hurting visibility and user experience
  • Learn how to write content that customers love and Google rewards
  • Learn how to acquire links from other websites to help boost relevance
  • Learn how to gain more visibility in local searches
  • Learn how to optimize Google My Business
  • Learn how to use Google Analytics to track organic performance and site actions
  • Create a prioritized strategy for SEO in 2021
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Advanced Digital Analytics Strategies and Tactics

Masterclass
  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

At the end of this Masterclass, you’ll be able to:

  • Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
  • Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
  • Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship
Included with Platinum Passes, upgrade required for Main Event Passes
  • Data & Analytics

Advanced Email Marketing: Tactics to Build Robust Email Programs

Masterclass
  • Michael Barber, barber&hewitt
  • Michael Barber

At the end of this Masterclass, you’ll be able to:

  • Explain why email still matters
  • Understand the difference between simple and robust email programs
  • Develop a roadmap for managing inactive subscribers
  • Leverage advanced design tactics for your templates
  • Make your emails more accessible
  • Better understand how the ISPs (internet service providers) score your campaigns
  • Move from “”batch and blast”” to segmented and personalized campaigns
  • Develop a robust email metrics dashboard
  • And, see what the future of email might look like
Included with Platinum Passes, upgrade required for Main Event Passes
  • B2B
  • B2C
  • Email Marketing

1:15pm - 2:15pm

Opening Keynote: Jon Youshaei, Instagram

Keynote
  • Jon Youshaei, Instagram
  • Jon Youshaei

2:30pm - 3:00pm

6 Seconds or Bust: Mastering Short-Form Storytelling

  • Megan Toth, NBCUniversal
  • Megan Toth

After this session, you’ll be able to:

  • Understand how short our attention spans actually are and how it relates to social media
  • Apply strategies for creating “thumb-stopping” social media content that stands out among the noise
  • Take real-world examples of brands creating “snackable” content back to your day-to-day work
  • Content Marketing
  • Social Media
  • Storytelling

Marketing in a Post-Pandemic Society

  • Carlos Gil, Gil Media Co.
  • Carlos Gil

After this session, you’ll be able to:

  • Apply framework to help you reclaim organic engagement in today’s noisy, algorithm-driven ecosystem
  • Develop industry-leading strategies for engaging customers as a “”marketing savage””
  • Create content that converts without going for the sale right away
  • Know how to use TikTok effectively to build community and brand awareness
  • Implement best practices from notable organizations, including Wendy’s and others
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience

How to Leverage Executives as Powerful Brand Advocates on Social Media

  • Casey Hall, Lumberjack Social
  • Casey Hall

After this session, you’ll be able to:

  • Secure social buy-in from executives for a social media activation
  • Develop a social media content strategy for your executives
  • Create a process for management or support of executive social media deployment
  • B2B
  • Social Media

3:15pm - 3:45pm

The Human Side of Digital Marketing: How to Create an Emotional Connection for Lifelong Customer Loyalty

  • Martine Cadet, Kaderique Media, LLC
  • Martine Cadet

After this session, you’ll be able to:

  • Emphasize your unique value proposition digitally and turn your audience into life-long die-hard fans
  • Stimulate brand awareness around your content marketing landscape and foster brand loyalty
  • Use social media to build human relationships with your customers and create trust with your brand
  • Content Marketing
  • Customer Experience
  • Social Media

Mapping Your Content to the Buyer Journey to Achieve and Demonstrate Higher Marketing ROI

  • Michael Brenner, Marketing Insider Group
  • Michael Brenner

After this session, you’ll be able to:

  • Map your content to the buyer journey for higher marketing ROI
  • Use tools to prove that marketing is a strategic business growth contributor to revenue
  • Measure and present the ROI of your marketing efforts to win executive support
  • Content Marketing
  • Marketing Operations
  • Marketing Strategy

4:00pm - 4:30pm

11 Must-Have Automations for Ecommerce Email Marketing

  • J.J. Abbott, Premiere Creative
  • J.J. Abbott

After this session, you’ll be able to:

  • Build the must-have 11 automations for driving revenue with your emails
  • Create reporting standards that allow you to maximize revenue within your marketing emails
  • Get stakeholders across your organization aligned on which email campaigns matter for your customers and prospects
  • Automation
  • Ecommerce
  • Email Marketing

How to Use Influencers & UGC to Step Up Your Organic Content Game!

  • Kate Loffio, Crayola
  • Kate Loffio

After this session, you’ll be able to:

  • Identify fans and followers who can become content partners
  • Curate the content that is right for your specific audience
  • Build a library of content that can be used beyond your social platforms
  • Content Marketing
  • Customer Engagement
  • Influencer Marketing
  • Social Media

Ricky Bobby’s Guide to Showing up in Local Searches

  • Greg Gifford, SearchLab
  • Greg Gifford

After this session, you’ll be able to:

  • Understand the additional signals involved with Local SEO
  • Optimize both on-site and off-site signals to influence local search rankings
  • Optimize Google My Business for better visibility and better first impressions with customers
  • SEO & Search

4:45pm - 5:15pm

Delivering Memorable, Relevant Customer Experiences Today

  • Jim DeLash, GlaxoSmithKline
  • Jim DeLash

After this session, you’ll be able to:

  • Apply proven best practices for creating memorable customers experiences
  • Implement trigger-based campaigns to increase impact for all customer segments
  • Define the enemies of a memorable customer experience
  • Customer Experience

Can You Hear Me Now? How to Incorporate Audio into Your Marketing Plan

  • Ginger Shimp, SAP
  • Ginger Shimp

After this session, you’ll be able to:

  • Spot new uses for audio throughout your marketing mix
  • Build new audiences as well as engage with current audiences via audio
  • Define and defend KPIs to key stakeholders
  • Content Marketing
  • Voice / AR / VR

Creativity, Content and Whiplash: How to Build a Consistent Digital Voice

  • Matt Ingwalson, Heinrich Marketing
  • Matt Ingwalson

After this session, you’ll be able to:

  • Set up a new-model team that moves seamlessly between creative and content projects
  • Plan content-driven ecosystems that work for all audiences, even senior citizens
  • Find efficient ways to create consistency and accountability across channels
  • Branding
  • Content Marketing

5:15pm - 6:30pm

Opening Reception

Day 2 Thursday, August 26

8:30am - 9:00am

Brand vs. Demand: How to Boost ROI via a Full-Funnel Content Strategy

  • Purna Virji, LinkedIn
  • Purna Virji

After this session, you’ll be able to:

  • Align content to intent, with best-in-class examples for inspiration
  • Apply creative formatting tips to build brand distinction and boost engagement
  • Leverage an actionable value-add worksheet to brainstorm and design your own full-funnel content plan
  • Content Marketing
  • Lead Gen / Conversion / Retention

How to Create Positive Organizational Change Through a Human-Centered Approach

  • Harriet Ayoade, LeadingAgile
  • Harriet Ayoade

After this session, you’ll be able to:

  • Understand why Human-to-Human (H2H) approaches are key when implementing change campaigns
  • Identify the channels and tactics that are most effective for change
  • Create a starter change campaign plan
  • Culture, Impact & Leadership
  • Marketing Operations

What Do I Do Now? A Guide to Thriving in Marketing

  • Michael Barber, barber&hewitt
  • Michael Barber

After this session, you’ll be able to:

  • Survive the bananas of a career ad/marketing/communication
  • Develop tactics to tackle your imposter syndrome
  • Be ready for that next job offer and salary negotiation
  • Culture, Impact & Leadership

9:15am - 9:45am

Create “Word-Of-Mouse Advantage” through Purpose & Sustainability

  • Jeff Fromm, Barkley
  • Jeff Fromm

After this session, you’ll be able to:

  • Create cultural conversations that drive word-of-mouth and “”word-of-mouse”” growth for brands
  • Connect your brand purpose to key financial drivers using the Purpose-Profit Loop™
  • Build a purpose and sustainability strategy that fuels your brand growth
  • Branding

Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Identify the three most common Google Analytics mistakes marketers make and learn how to avoid them
  • Take clear steps to fix your Google Analytics errors to ensure your analytics tracking is accurate
  • Improve the accuracy of your metrics for more sound strategic planning and measurement
  • Data & Analytics

10:00am - 10:30am

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
  • Boldly identify and emotionally connect with your exact persona at your ideal accounts
  • Correctly leverage 1st party data for campaign success
  • Aggressively grow pipeline revenue via gift giving and psychology
  • Lead Gen / Conversion / Retention

Getting Access to Give Access: How to Connect with Emerging Market Customers

  • Mohamed Khalil, Mastercard
  • Mohamed Khalil

After this session, you’ll be able to:

  • Identify the needs of new audiences that may have limited data around them
  • Assess the fit of products for new markets
  • Define the appetite of new customers to find where your products or services intersect with their needs
  • Adapt to new market needs while staying true to your core brand
  • Consumer Behavior
  • Customer Engagement
  • Customer Experience
  • Data & Analytics
  • Lead Gen / Conversion / Retention

Driving Digital Growth Post-Pandemic

  • Lauren Polinsky, Milestone Inc.
  • Lauren Polinsky

After this session, you’ll be able to:

  • Launch content that builds trust and captures demand
  • Use new ways to connect with the consumers who didn’t actually consume on your website
  • Understand and utilize Local SEO for increased web traffic and conversions
  • Consumer Behavior
  • Content Marketing
  • Customer Engagement
  • SEO & Search

10:30am - 11:00am

Networking Break

11:00am - 11:30am

How to Innovate in the Social Space with Any Budget

  • Stephanie Campbell, Anthropologie
  • Stephanie Campbell

After this session, you’ll be able to:

  • Use data, trends, and social listening to lead your “why”
  • Create a social content strategy that meets your social KPIs and goals
  • Present your strategy and needs to your c-suite and cross-functional partners to get the greenlight to execute your plan

This session is for social media and digital marketers who are new to the industry or have several years’ experience with social strategy and want to understand how to innovate in the social space with any budget.

  • Content Marketing
  • Social Media

Cultivating Brand Trust: The Superpower of Digital Marketers

  • Sean Amster, The Hershey Company
  • Sean Amster

After this session you be able to:

  • Identify which of your marketing activities are corroding trust with your consumers
  • Make your digital environments more trustworthy
  • Understand what strategies to employ to cultivate brand trust
  • Super charge your internal collaboration
  • Branding
  • Customer Experience

Stop the Scroll: How to Create Engaging Social Video

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

After this session, you’ll be able to:

  • Evaluate the different kind of video options available to you and figure out which formats are the right fit
  • Correct what you are doing wrong with your existing videos
  • Develop video content that ACTUALLY gets results
  • Social Media
  • Video Marketing

11:45am - 12:15pm

Do More with Less: The Opportunity in Omnichannel Automation

  • Tyria Saul, Google
  • Tyria Saul

After this session you’ll be able to:

  • Create the framework for a customer digital journey map
  • Identify opportunities to simplify and scale your campaigns across multiple marketing channels
  • Identify key capabilities when choosing a marketing technology partner for omnichannel

This session is for digital marketers with smaller teams who want to implement effective multi-channel campaigns at scale.

  • Automation
  • Lead Gen / Conversion / Retention
  • Omnichannel

Using Psychographic Personas to Make Stuff Your Audiences Want

  • Miriam Bookey, Program 11
  • Miriam Bookey

After this session, you’ll be able to:

  • Identify what your team already knows about your customer
  • Create and deploy a customer survey to learn more
  • Identify and pressure-test meaningful, distinct segments
  • Design actionable current and emerging personas
  • Customer Engagement
  • Customer Experience

1:45pm - 2:15pm

Data Storytelling: Leverage Data and Visualizations to Deliver Engaging and Actionable Reports

  • Tanu Javeri, IBM
  • Tanu Javeri

After this session, you’ll be able to:

  • Understand the difference between metrics and KPIs, and when to utilize each
  • Consider the appropriate type of analysis for your marketing data
  • Tell a story with your data through visualization for more effective reports and presentations
  • Avoid common pitfalls to maximize your data analysis
  • Data & Analytics

How to Integrate a Public Relations Strategy Into Your Social Media Plan

  • Kate Marlys, Philly PR Girl
  • Kate Marlys

After this session, you’ll be able to:

  • Use PR tactics to build your brand’s visibility and trust
  • Effectively utilize social media to expand the lifespan of a story with faster and more widespread coverage
  • Understand why PR Matters and what exactly publicists do
  • Use social media to build a better relationship with press
  • Understand and unlock the power of influencers
  • Content Marketing
  • Social Media

2:30pm - 3:00pm

How to Break Free from Complacent Digital Content

  • Cory Laslocky, Airgas
  • Cory Laslocky

After this session, you’ll be able to:

  • Begin your content projects from a solid starting point
  • Get relevant buy-in from key stakeholders earlier
  • Reduce your go-to-market time for new content
  • Content Marketing

Proving Brand Value in Uncertain Times: Look Beyond A/B Testing

  • Gordon Bell, Comcast
  • Gordon Bell

After this session, you’ll be able to:

  • Take a step-by-step approach for strategic test planning and execution
  • Understand the basic statistics of multivariate testing and the 3 most important test designs
  • Execute a multivariate test using A/B testing software
  • Data & Analytics

Building Advocates with Experiences

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

  • Identify opportunities to create a uniquely memorable experience
  • Empower every customer-facing employee to create advocates through consistently positive interactions
  • Leverage your brand to make a positive impact on the world, hand-in-hand with your customers
  • Customer Experience

3:15pm - 3:45pm

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2022
  • Evaluate content suggestions you can use for the new user’s journey
  • Learn how your competitors are dealing with the crisis and what new best practices you can apply to your content efforts
  • Reframe your thinking to engage better with consumers
  • Content Marketing
  • Marketing Operations

4:00pm - 4:30pm

Brand Strategy for Effective Digital Marketing

  • Mary Pochobradsky, Nutrisystem, Inc.
  • Mary Pochobradsky

After this session, you’ll be able to:

  • Use brand strategy to deliver a consistent and differentiated omni channel presence
  • Use brand personality and voice to build your brand and capitalize on digital
  • Leverage equity assets to improve marketing effectiveness and efficiency
  • Branding
  • Omnichannel
  • Strategy

Battle the Burnout: Future Proof Your Social Strategy

  • Laura Wilson, Weber Shandwick
  • Laura Wilson

After this session, you’ll be able to:

  • Develop a right-sized plan that leverages your customer’s entire ecosystem to tell the right story in the right format for the right channel
  • Create a strategy that ensures creation of engaging content that supports business objectives and allows for experimenting with new formats
  • Identify the right approach to scale social media content creation processes and get the most impact out of your efforts

This session is for digital marketers who have several years’ experience with social content strategy and want to understand how to best use their time and budget to keep up with a rapidly evolving social landscape.

  • Content Marketing
  • Social Media

4:30pm - 5:30pm

Closing Reception