Agenda | Digital Summit Detroit


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

Session Filters

Day 1 Wednesday, September 15

8:30am - 12:30pm

Decoding SEO: How to Build Your Online Visibility – Without the Technical Jargon

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

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

  • Evaluate your site’s SEO health
  • Identify, troubleshoot, and correct common technical errors
  • Utilize the most effective SEO tools
  • Perform keyword research and develop a data-driven content strategy
  • Audit your existing content to find hidden gems and problem areas
  • Analyze and deconstruct competitor’s sites
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to enhance crawlability
  • Optimize on-site elements
  • Prepare for and execute site migrations and redesigns
  • Manage redirects
  • Find and pursue additional SERP opportunities, such as featured snippets and FAQs
  • Create and implement a prioritized SEO strategy
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Advanced Digital Analytics Strategies and Tactics

  • 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

How to Make Your Content Irresistible

  • Tamsen Webster, The Red Thread
  • Tamsen Webster

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

  • Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
  • Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
  • Develop outlines for content anywhere from 100 to 10,000+ words
  • Explore and adopt the four Message Mindsets to add variety and interest to your content
Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing

1:15pm - 2:15pm

Opening Keynote: Jon Youshaei, Instagram

  • Jon Youshaei, Instagram
  • Jon Youshaei

2:30pm - 3:00pm

Tactics for Leveraging Influencer Marketing: Shifting to a Post-Pandemic World and What Lies Ahead

  • Thea Neal, Royal Caribbean
  • Thea Neal

After this session, you’ll be able to:

  • Effectively use influencer content and understand its importance in your business
  • Maximize your influencer dollar spend and feel confident in your investment
  • Differentiate between influencer agencies and individual creators, and decide which is best for you
  • Influencer Marketing

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

3:15pm - 3:45pm

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

3 Ways to Revolutionize Your Email Open Rates

  • Emily McGuire, Flourish & Grit
  • Emily McGuire

After this session, you’ll be able to:

  • Understand the secret sauce that will get your open rates UP
  • Use a subject line formula that will help you whip out high-opening subject lines in minutes
  • Effectively use emojis to get better response rates”
  • Email Marketing

4:00pm - 4:30pm

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

How to Write Content That Ranks

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

After this session, you’ll be able to:

  • Create content outlines that include data-driven topics, keywords, word counts and more
  • Utilize insights and tools to successfully draft content that ranks
  • Save time by being strategic with your content creation strategy
  • Content Marketing
  • SEO & Search

4:45pm - 5:15pm

Pressure Test Your Message

  • Tamsen Webster, The Red Thread
  • Tamsen Webster

After this session, you’ll be able to:

  • Understand the difference between your message and your idea
  • Identify key metrics to help your message stand out
  • Test the strength of your message
  • Develop the story people will tell themselves about your message
  • Content Marketing
  • Storytelling

Preparing Your Website Data for Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

After this session, you’ll be able to:

  • See the basic changes between Universal Google Analytics and GA4
  • Understand how the GA differences could impact your data collection strategy
  • Learn how to edit events and conversions right in GA4
  • Listen to proven strategies for making learning GA4 easier
  • B2B
  • B2C
  • Data & Analytics

5:15pm - 6:30pm

Opening Reception

Day 2 Thursday, September 16

8:30am - 9:00am

How and Why to Publish Actionable Online Advice

  • Dan Gilgoff, AARP
  • Dan Gilgoff

After this session, you’ll be able to:

  • Identify and analyze evolving search trends
  • Translate trends into actionable how-to digital content
  • Position content to succeed on search and other platforms
  • SEO & Search

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

9:15am - 9:45am

Optimizing Operations to Increase Engagement

  • Emily Hendershot, Nova Strategies
  • Emily Hendershot

After this session, you’ll be able to:

  • Examine roadblocks impacting your audience’s experience with you and develop solutions to overcome them
  • Assess your tools and processes with questions designed to help you focus efforts to maximize growth
  • Learn strategies to operationalize engagement and create an action plan for implementation”
  • Marketing Operations

Leveraging Free Data from Search Engine Webmaster Tools

  • Dave Rohrer, NorthSide Metrics
  • Dave Rohrer

After this session, you’ll be able to:

  • Use new and improved tools that will elevate your SEO, content and analytics strategy
  • Apply tactics to more effectively export and leverage data
  • Leverage examples and templates as soon as you are back in the office to improve the data in your SEO and content marketing efforts
  • Content Marketing
  • SEO & Search

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

Creative & Controversial Social Marketing Strategies

  • Tylar Masters, Tylar & Company
  • Tylar Masters

After this session you’ll be able to:

  • Create a dynamic spin on popular trends and hashtags to curate unique and engaging social marketing messaging and content
  • Invite your audience be part of your story with engaging user generated brand content that they’ll want to share
  • Create influential, emotional and innocuously controversial social media content
  • Content Marketing
  • Social Media

10:30am - 11:00am

Networking Break

11:00am - 11:30am

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
  • B2B
  • Branding
  • Content Marketing
  • Customer Experience

How to Work With Sales for Better B2B Leads

  • Dave Meyer, BizzyWeb
  • Dave Meyer

After this session, you’ll be able to:

  • Identify what sales really needs from a quality lead
  • Set a process for handing marketing leads over to the sales team
  • Align the goals of Sales & Marketing and close the feedback loop
  • B2B
  • Lead Gen / Conversion / Retention

11:45am - 12:15pm

Perform Content Marketing with an Arrow, Not a Shotgun

  • Nick Mattar, Digital Detroit
  • Nick Mattar

After this session, you’ll be able to:

  • Hyper-target your audience with next-level inbound marketing strategies
  • Choose the content type and promotional vehicle to maximize your brand exposure
  • Reverse-engineer your social media advertising to reach the correct people
  • Content Marketing

4 Ways The Media Landscape Will Transform Post COVID-19 and How to Capitalize on Them

  • Annie Scranton, Pace PR
  • Annie Scranton

After this session, you’ll be able to:

  • Understand the four ways that media has changed since COVID: a heightened focus on TV news (both local and national); creation of engaging online content outside of social media; a rise of digital communications platforms; and a focus on getting the CEO from behind the desk
  • More effectively pitch to journalists and media to secure press for your business or clients
  • Strengthen your media and marketing plans by adapting to the post-COVID landscape
  • Consumer Behavior
  • Marketing Operations
  • Media
  • Social Media

12:45pm - 1:30pm

Opening Keynote: David Shing, Shingy

  • David Shing, Shingy
  • David Shing

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

Storytelling’s Greatest Hack

  • Eric Thomas, City of Detroit
  • Eric Thomas

After this session, you’ll be able to:

  • Plan your Brand in 3 Dimensions
  • Create and fulfill Achieveable Brand Promises
  • Make Consistent but flexible decisions for your brand across different media platforms
  • Storytelling

2:30pm - 3:00pm

Performing Consumer Research-Oriented Organic Search

  • Elmer Boutin, WrightIMC
  • Elmer Boutin

After this session you will be able to:

  • Understand some of the online research habits of shoppers as they research a purchase, and apply this insight to your SEO content-related tactics
  • Understand the differences in paths to conversion for lower-priced consumer goods versus higher-priced durable goods and how to measure SEO success for both types of products
  • Develop a working model of topical keyword research so that your website content efforts will be human-centered and data-driven for maximum effect
  • SEO & Search

Marketing Analytics: Establishing a Culture of Experimentation

  • Eric Nelson, Logic20/20
  • Eric Nelson

After this session, you’ll be able to:

  • Apply the 3 key facets for becoming more agile
  • Learn the ideal reporting tools and how to use them
  • Create a culture of experimentation
  • Data & Analytics

3:15pm - 3:45pm

Establishing Digital Accessibility Strategy For Your Brand

  • Olya Kenney, Rocket Mortgage
  • Olya Kenney

After this session, you’ll be able to:

  • Use process, data and insights to drive your accessibility strategy
  • Implement digital accessibility standards to optimize user experience and the reach of your brand
  • Define accessibility implementation plan, role-specific milestones and “how to” techniques to expand Accessibility Maturity of your brand

This session is for digital marketers who seek ways to reach greater audience, improve customer satisfaction and contribute to diversity, equity and inclusion in digital communication.

  • Accessibility
  • Customer Experience
  • Inclusive Marketing

4:30pm - 5:30pm

Closing Reception