Agenda
Session Filters
Day 1 Wednesday, May 06
11:00am - 11:40am
Kickoff and Opening Keynote, This is Marketing: A Live Q&A with Seth Godin on How We Move Forward
- Seth Godin, Best Selling Author
11:45am - 12:25pm
Building Trust in the Future: Human-Centric Marketing Strategies
- Cliff Seal, Salesforce
After this session, you’ll be able to:
- Measure and audit the trust you’re already earning (or losing) right now
- Position clear value exchanges for data, sourced directly from customers
- Leverage transparency and societal engagement to establish and build trust over time
Establishing a Data-Driven and Brand-Safe Social Content Strategy
- Ericka Kurtz, Twitter
After this session, you’ll be able to:
- Understand how to use process, data and insights to drive your content strategy
- Implement social listening to optimize content curation and output
- Define and defend social KPIs to key stakeholders
12:30pm - 1:10pm
Future Disrupted: Emerging User Experience Trends of 2020
- Lynne Adams, Johnson & Johnson
After this session you’ll be able to:
- Bridge the gap between digital and physical experiences in the era of social distancing
- Understand what we can anticipate from UI/UX design in 2020 and the trends worth implementing
- Identify areas for design “quick wins” by leveraging the latest innovations and advancements
Evaluating SEO in Today’s Climate: Identify & Repair the Most Common Technical Issues
- Fernando Angulo, SEMrush
After this session, you’ll be able to:
- Understand the current impact that Covid-19 has on search
- Learn the most common technical SEO mistakes and how to identify them and repair them
- Perform your own SEO technical audit
1:15pm - 1:55pm
Marketing Analytics: How to Find the Answers You Need Now
- Matt Hertig, Alight Analytics
After this session, you’ll be able to:
- Understand why so many of us struggle to use data effectively
- Shift your perspective from “what happened” to “what do I do next?”
- Build an analytics strategy necessary to drive organizational growth
Paid Social Commerce: Turning Buzz into Biz
- Michelle Stinson Ross, Feelalytics
After this session, you’ll be able to:
- Develop social media audience pools in Facebook/Instagram, Twitter, and Pinterest to expand brand awareness and drive qualified shoppers to your e-comm site
- Create paid social campaigns that leverage video content to build brand awareness and retarget users familiar with your brand
- Close the loop with valuable measurement and reporting
2:00pm - 2:40pm
All-Weather Marketing: Principles for B2B Marketing Growth
- Ty Heath, LinkedIn
After this session, you’ll be able to:
- Invest in your share of voice
- Balance brand and activation marketing
- Use marketing strategies that lead to the most growth
Winning Hearts and Minds: Using Customer Feedback to Create Marketing that Customers Love
- Nate Wright, UserTesting
After this session, you’ll be able to:
- Implement best practices from customer-driven marketing teams
- Influence others by rallying around customer problems
- Use customer data to influence and improve on all areas of the experience
2:45pm - 3:25pm
Postmodern Shoppers, Post-Coronavirus: Consumer Behavior in The New Normal
- Michael R. Solomon Ph.D, St. Joseph's University
After this session, you’ll be able to:
- Approach consumer personas with a new mindset, as the traditional labels we use to classify consumers no longer work
- Understand why customers rely on your brand to tell them who they are
- Market products and services that will succeed in a postmodern world.
How Marketers Can Harness Voice In Our New Media World
- Gabe Tartaglia, Pandora
After this session you’ll be able to:
- Understand the trends and truths of the voice generation
- Learn how to capture attention in an increasing screenless-world
- Experience how marketers have harnessed the power of audio to drive brand values
3:30pm - 4:10pm
The New Customer Journey: The Data, Insight & Direction You Need to Adapt
- Samantha Kermode, Investis Digital
After this session, you’ll be able to:
- Understand how consumer behavior is changing during this big shift and what the new customer journey looks
- Learn what industries are getting it right, or struggling to adapt
- Apply the top 10 tips to adapt for success, based on relevant trends and insights from over 1,600 global companies and supplemental insight from strategic partners
The Bridge to Genuine Customer Relationships Today: Demonstrating Empathy and Strong Ethics
- Deirdre Breakenridge, Pure Performance Communications
After this session you’ll be able to:
- Properly evaluate your engagement strategies before you communicate through different channels
- Learn techniques to add emotional intelligence (EQ) to your brand and communications approach.
- Visualize a roadmap with FEEL (face fears, engage with empathy, use ethics and show passion) as a bridge to genuine relationships.
4:15pm - 5:00pm
4 Ways to Get Better Metrics for Your Evolving Social Content (with Tool Recommendations!)
- Carmen Collins, Cisco
After this session you’ll be able to:
- Better understand the true potential in hashtags, how to USE them and how to CHOOSE them
- Create graphics that get those “thumb-stopping moments” in the mobile newsfeed for all channels
- Ask, and ye shall receive. How can you ASK for better metric
- Know if your videos are catching the most attention, and how to master the social soundtrack of silence
- Prioritize content connection over perfection
From In-Person to Digital: Tips for Shifting Your Event Strategy
- Caroline Hull, Adobe Experience Cloud
- Shannon Taschereau, Adobe Experience Cloud
After this session you’ll be able to:
- Identify the different factors to consider when shifting your strategy away from in-person events
- Learn to attract and engage buyers through digital experiences
- Get tips for shifting your event strategy from in-person to online from companies that are doing it successfully
Day 2 Thursday, May 07
11:00am - 11:40am
Proving Brand Value in Uncertain Times: Look Beyond A/B Testing
- Gordon Bell, Comcast
At the end of this workshop, you’ll be able to:
- Apply 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
The Rise of Online Community: Entering The Era Of We
- Will Cady, Reddit
After this session, you’ll be able to:
- Recognize how engagement and sharing on social platforms are drastically changing for brands and users
- Identify where brands can fit into the conversation, and their role in an online community
- Understand why, when it comes to online communities, it’s all about trust
11:45am - 12:25pm
Survive and Thrive: Top Digital Strategies for the New Normal
- Steven Bennett, Mapp Digital
After this session, you’ll be able to:
- Develop service emails to build trust and improve your reputation
- Apply insights that will help you grow loyalty and increase relevance for your customers
- Use first party data to improve your media efficiency for paid channels
How to Build a World Class Influencer Marketing Program
- Ursula Ringham, SAP, Inc.
After this session, you’ll be able to:
- Jump start your own influencer marketing program
- Choose the correct influencers
- Collaborate with influencers in uncertain and volatile times
12:30pm - 1:10pm
Tips for Mastering Your Value Prop in a Changing Economy
- Robynne Trifiletti, Mighty Citizen
- Recognize the power and importance of value propositions
- Find deeper meaning in your existing value proposition
- Confidently identify ways to use your value proposition in your advertising, collateral, and other branding initiatives
Building Sustainable Digital Experiences for Changed Audiences: Architecting Information
- Upasna Gautam, CNN
After this session, you’ll be able to:
- Apply the industry standards for creating, storing, accessing and presenting information in a successful and sustainable way
- Define the information ecology of your website by analyzing and visualizing the interdependency of context, content and users
- Categorize and structure information to inform a cohesive content strategy and user experience
- Understand how users browse and navigate through information to optimize for a more sound site infrastructure
1:15pm - 1:55pm
Reaching, Engaging and Monetizing Users on Mobile
- Paolo Fornasini, Google
After this session, you’ll be able to:
- Hear a buy/sell-side perspective on how digital content creators acquire and monetize users
- Improve mobile success by understanding how publishers use data to increase profitability
- Fine-tune your marketing strategies to develop better relationships with mobile app publishers
5 Things Social Media Managers Must Do Now in the Age of Coronavirus
- Lauren Teague, Convince & Convert
After this session, you’ll be able to:
- Establish new confidence in what, when and where to publish on social media
- Re-engage community members through conversation and storytelling
- Create appointment-driven demand for relevant and meaningful branded content
2:00pm - 2:40pm
Getting More Out of Every Message You Send with Automation
- Zachary Hanz, ActiveCampaign
After this session, you’ll be able to:
- Reframe your expectations of the customer journey — and how to use it
- Measure the impact of your messaging
- Use automation to get more out of every message you send, and discover how automation makes it possible to handle every possible customer scenario
- Understand the difference between proactive and reactive messaging — and which one to use
Connect Emotionally with Customers: Using Creative + Media to Create Breakthrough Results
- Jim DeLash, GlaxoSmithKline
After this session, you’ll be able to:
- Think differently about how your creative message will be received by your audience
- Develop better creative which will lead to more effective media performance
- Build stronger consumer relationships based on human connection
2:45pm - 3:25pm
Using Video Effectively and Securely in Today’s Remote Environment
- Gary J. Sorrentino, Zoom
After this session, you’ll be able to:
- Understand the business and personal impact of an overnight need for remote workers
- Successfully manage the “new normal” virtual office through video
- Learn how to maintain privacy and security while working virtually
Rebalancing Your Email Strategy in a New Marketing Landscape
- Natalie Jackson, emfluence
After this session, you’ll be able to:
- Evaluate how your email strategy has been impacted—positively or negatively—by the pandemic
- Proactively rebalance your emails and automation strategy to engage your audience in their current environment
- Nimbly prepare for shifting back to “normal”—and how to time your shifts around what your audience needs now
3:30pm - 4:10pm
Communicating in Times of Uncertainty
- Paul A. Argenti, The Tuck School of Business At Dartmouth
After this session, you’ll be able to:
- See the opportunity in a crisis rather than just the danger
- Use the crisis as a learning opportunity and develop future playbooks for relevant, effective communications
- Gain new strategies for communicating with multiple constituencies during a crisis
- Think about how to avoid crisis and uncertainty as much as possible.
Strategies for Building Strong Social Media Communities During Difficult Times
- Carlos Gil, Gil Media Co.
After this session, you’ll be able to:
- Show empathy for your community’s needs during times of crisis, and apply crisis communications tips for social media
- Learn best practices from notable brands, including Verizon, SAP, and Burger King, who are thriving in the era of COVID-19 from a marketing and awareness standpoint.
- Implement strategies for activating your employees and industry influencers as advocates to humanize your brand
- Stay top of mind in the eyes of consumers by participating in challenges such as the #ALLINCHALLENGE
- Tap into new, emerging platforms to reach your customers and employees
- Use tools for outsourcing resources and optimizing your brand’s content
4:15pm - 5:00pm
Connecting with Consumers in this Moment: What Does Your Brand Sound Like
- Dave Isbitski, Chief Evangelist, Amazon