Agenda
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
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
Advanced Digital Analytics Strategies and Tactics
- Chris Sietsema, Teach to Fish Digital
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
Advanced Email Marketing: Tactics to Build Robust Email Programs
- Michael Barber, Brand Consultant and Marketing Strategist
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
1:15pm - 2:15pm
$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank
- Jon Youshaei, Formerly of Instagram & YouTube
After this session, you’ll be able to:
- Easily find engaging content for your social media calendar
- Reach more potential customers without spending as much of your budget
- Predict which posts may drive the most engagement before publishing them
2:30pm - 3:00pm
Tactics for Leveraging Influencer Marketing: Shifting to a Post-Pandemic World and What Lies Ahead
- Thea Neal, Royal Caribbean
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
Are You On Mute? Designing Transformational Experiences and Omni-channel Content that Your Customers Can Hear
- Donna Doleman Dickerson, GreenPath Financial Wellness
After this session, you’ll be able to:
- Leverage the power of listening to transform core messaging through relevancy and personalization
- Collaborate with the internal organization to produce omni-channel content that changes your content marketing game
- Build in flexibility and scalability to produce quality content that differentiates your brand
5 Ways to Win Big in Ecommerce this Holiday Season
- Brandy Alexander-Wimberly, Spaceshop Commerce
After this session, you’ll be able to:
- Understand the latest trends for Amazon and Walmart marketplaces and apply these insights to your ecommerce strategy
- Actualize your vision for DTC with a fulfillment plan
- Put together a DTC plan for the Holidays 2021
3:15pm - 3:45pm
3 Ways to Revolutionize Your Email Open Rates
- Emily McGuire, AWeber
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”
Building a Website that Sells: Integrating a Holistic SEO Strategy in a New Build
- Cole Bednarski, Human Element
After this session, you will be able to:
- Determine when and where SEO is required in the build of your eCommerce website
- Apply SEO tactics for a new build, and understand the consequences of neglecting this strategy
- Make informed decisions on the platform, theme, and customizations to better optimize a website during a new build
Creating an Authentic Social Media Presence – No Matter Who It’s For
- Elizabeth-Ann Pandzich, Microsoft
After this session, you’ll be able to:
- Define an executive’s online voice and stay within the parameters of approved messaging
- Implement a content approval process that allows you to post frequently and authentically
- Build a content calendar to improve efficiency with the social accounts you manage
4:00pm - 4:30pm
Stop the Scroll: How to Create Engaging Social Video
- Desiree Martinez, All-In-One Social Media
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
Perform Content Marketing with an Arrow, Not a Shotgun
- Nick Mattar, Digital Detroit
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
- Nurture your leads with extremely specific content
How to Engage Gamers with In-Game Advertising
- Cary Tilds, Frameplay
After this session, you’ll be able to:
- Apply criteria to determine if in-game advertising is a good fit for your company, based on understanding the behavior and scale of the gaming audience
- Effectively plan and reach gamers by applying recommended practices from the IAB Gaming and Esports Advertising Framework
- Apply tips on the key elements that brands should consider when designing the newest IAB in-game advertising format called Intrinsic in-game ads
4:45pm - 5:15pm
Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them
- Janet Driscoll Miller, Marketing Mojo
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
Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times
- Michael Albanese, Comedian, Writer & Producer
After this session, you’ll be able to:
- Apply clear techniques on how to approach funny content as we leave a lockdown weary world
- Understand how to approach your own brand or product identity to properly assess the direction of your content
- Implement tactics to best address the positive and spin the negatives of your brand to create a funny voice
Get on Board or Get Out of the Way: How to Engage Gen Z
- Liz Aviles, Upshot
After this session, you’ll be able to:
- Develop strategies that effectively reach Gen Z and take their consumer behavior across various social platforms into account
- Deliver on their love of a new disruptive digital aesthetic, their demand for brands to commit to an elevated level of sustainability, and their expectations around radical inclusivity
- Identify new commerce and brand engagement opportunities for your business that Gen Z is creating
5:15pm - 6:30pm
Opening Reception hosted by Human Element
Day 2 Thursday, September 16
8:30am - 9:00am
Analytics and Attribution: Measuring the Success of Influencer Marketing
- Michelle Stinson Ross, Mindful Appy
After this session, you’ll be able to:
- Define and track brand & traffic KPIs
- Set the expectations for influencer deliverables
- Report on how influencers have impacted revenue
Defining and Achieving Internal Marketing Success
- Kate Alber, University of Michigan Medical School
After this session, you’ll be able to:
- Ask the right questions to help you define internal marketing success
- Define deliverables unique to your work environment
- Implement a strategy to achieve your non-financial objectives
This session is for digital marketers whose primary responsibility is to market offerings to an internal audience (workshops, programs, benefits, incentives, and more).
Refresh Your Marketing Career: Apply These 5 Approaches They Won’t Teach You
- Jacob Brown, Element5 Digital
After this session, you’ll be able to:
- Identify when to take risks and execute them to give you the best chance of success
- Stop allowing the fear of failure to hold you back in your career and life
- Adequately lead your team, colleagues, and family to a more positive outlook
9:15am - 9:45am
How to Write Content That Ranks
- Hannah McNaughton, Metric Marketing
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
Optimizing Operations to Increase Engagement
- Emily Hendershot, Nova Strategies
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”
Micro Influencers: How to Successfully Leverage Influencer Marketing’s Unsung Heroes
- Danielle Wiley, Sway Group
After this session, you’ll be able to:
- Increase your audience reach and engagement through an effective micro influencer campaign
- Determine what type of micro influencer is best for your brand and use key takeaways to begin planning your micro influencer campaign
- Find inspiration from real-life influencer content examples and strategies
This session is for marketers who work directly with influencer programming (either in-house or through an agency) at their company.
10:00am - 10:30am
Customer Generation: Delivering on the Promise that Demand Generation Forgot About
- Garrett Mehrguth, Directive Consulting
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
The Essential Elements of Building Brand Love
- Lydia Michael, Blended Collective
After this session, you’ll be able to:
- Identify what your consumers actually desire in a brand
- Find the common ground with your audience that leads to strong, trustworthy, and committed relationships
- Build essential elements for an emotionally engaging brand
The Steps to Successful Email Testing: Test, Learn, Optimize, Repeat
- Kaylee Hendrick, AAA Life Insurance Company
After this session, you’ll be able to:
- Understand what your email data is telling you to test
- Write a data-based hypothesis
- Prioritize your A/B tests
- Define your measurement strategy
- Effectively share testing results with your teams
10:30am - 11:00am
Networking Break
11:00am - 11:30am
Reimagine Your Newsletter: Turn Subscribers into Customers
- Emily McGuire, AWeber
After this session, you’ll be able to:
- Apply a framework for developing high-converting emails
- Gain clear insights on how to structure your email layout
- Use tools for reaching your marketing goals
Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022
- Juntae DeLane, DIGITAL 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
How To Capture Immediate Attention and Improve Your Company’s Visual Branding
- Olga Kovtun, Olga Kovtun, LLC
After this session, you’ll be able to:
- Apply virtual branding tactics that drive increased website traffic
- Use research tools and platforms to measure your online digital transformation success
- Know how to increase conversion rates while being authentic and human in the world of AI technologies and innovations
11:45am - 12:15pm
Preparing Your Website Data for Google Analytics 4
- Colleen Harris, Sincro
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
#FeelingsMatter: Creating Emotional Customer Connections
- Michelle Stinson Ross, Mindful Appy
After this session, you’ll be able to:
- Understand how emotion impacts purchase decisions, sales, and customer loyalty
- Implement emotional awareness into your brand strategy
- Define and track KPIs related to emotional brand messaging
How to Run a Successful Pilot Program in Three Steps
- Shane Torrey, Metric Marketing
After this session, you’ll be able to:
- Apply the structure of a pilot program strategy to your own efforts
- Create a focused marketing plan to launch paid ads for your company
- Measure a pilot marketing strategy effectively
12:45pm - 1:45pm
The Connected Human and the Future of Marketing
- David Shing, Shingy
After this session, you’ll be able to:
- Understand how behaviors have evolved and what you can take advantage of
- Implement an offline to online strategy
- Have the tools to make decisions on what you want to action on in your business
2:00pm - 2:30pm
Storytelling’s Greatest Hack
- Eric Thomas, City of Detroit
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
Creating YouTube Content That Sizzles and Sells
- Latasha James, James + Park Creative
After this session, you’ll be able to:
- Develop a YouTube content strategy without the overwhelm
- Create your first video with equipment you already have on hand
- Measure success on the platform through data and analytics
Data Storytelling: Leverage Data and Visualizations to Deliver Engaging and Actionable Reports
- Tanu Javeri, Foundry
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
2:45pm - 3:15pm
Must-Have Automated Email Campaigns for Every Organization
- Michael Barber, Brand Consultant and Marketing Strategist
After this session, you’ll be able:
- Apply tactics to improve existing automated email campaigns
- Develop new automated email campaigns to build for your subscribers
- Determine what analytics/metrics to use for automated email campaigns
Performing Consumer Research-Oriented Organic Search
- Elmer Boutin, WrightIMC
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
Using Google Analytics Data To Map Digital Strategy Success
- Colleen Harris, Sincro
At the end of my session, you’ll be able to:
- Gain tips and questions to ask as you identify what “success” is for your website
- Learn how to set goals for engagement and conversion success metrics, as you see the importance of alerts, user flow and custom sequence segments in Google Analytics
- See how to audit Google Analytics to verify traffic from different vendors and strategies as you learn the right types of data-driven questions for campaign growth
- Understand how to use Google Analytics for customer engagement and conversions as you use the different attribution models to understand your customers journey
3:30pm - 4:00pm
How to Build a Winning Influencer Marketing Strategy
- Tyler Farnsworth, Built By Gamers
After this session, you’ll be able to:
- Have a focused structure for augmenting your influencer marketing program
- Follow a three-act structure of Plan, Activate, Measure
- Expand your vision for what influencer campaigns can accomplish
- More efficiently measure the outcomes of your influencer programs
The Authenticity Lie: How to Build Loyalty Through Storytelling
- Eric Thomas, City of Detroit
After this session, you’ll be able to:
- Build a digital identity that is unique to YOUR brand
- Understand how current brands are using trends to “feel” authentic
- Use Digital Storytelling to do consistent cross-platform world building
- Make “boring” brands more engaging
Creating a Keyword Research Driven SEO Strategy
- Connor Bonam, Dealer Inspire
After this session, you’ll be able to:
- Execute actionable keyword research
- Determine what is worth pursuing when it comes to keyword research, and what tools to use
- Build an SEO plan that targets relevant users in each section of the buying funnel
4:15pm - 4:45pm
Creating a Loyal Social Media Audience: Facebook Business Manager Tactics for Detailed Targeting
- Elizabeth Camp, Walker Art Center
After this session, you’ll be able to:
- Effectively identify your audience and improvement online engagement
- Implement detailed targeting within Facebook Ads Manager
- Lower your cost per click (CPC)
Crossing The Sonic Color Line: Best Practices for Sonic Diversity
- Steve Keller, SiriusXM
After this session, you’ll be able to:
- Understand how technology and advertising have played a role in perpetuating sonic color lines
- Apply insights from new research demonstrating the positive impact sonic diversity can have on ad favorability and effectiveness
- Implement best practices that will result in a more sonically diverse expression of your brand