MarketingProfs Digital Marketing Mixer

Is Your Email Producing Profitable Relationships? Find out with Advanced Email Marketing Campaign Analysis

Speakers:
Karen Talavera, President, Synchronicity Marketing
Harvey Morris, Director of Marketing, Chicago Convention & Tourism Bureau

Email process metrics like delivery, open and click-through rates have their place, but without looking beyond them the true impact of your email will go undetected. In this session, you'll learn how to assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter. We'll explore how the Chicago Convention & Tourism Bureau uses email to communicate with three distinct audiences—visitors, members, and clients—then measures its impact on the Bureau's objectives. We'll also show you how they have integrated social media into their corporate and visitor email programs. This session explores both advanced campaign performance measures like ROI and ARV and teaches how to view program performance beyond raw numbers by conducting comparative analysis on campaign and individual subscriber levels.

Track: Integrating Marketing Programs

The Magic Combination of Rich Content and Social Media Can Land You On 'Page One' of Google

Speaker:
Michael Stelzner, Author of Writing White Papers: How to Capture Readers and Keep Them Engaged

In this session, Michael Stelzner reveals how a free report he created was read by 40,000 people (after only a few weeks), was the most talked about link on Twitter, and remains on the first page of Google months later—without email campaigns or any advertising. He'll reveal how more than 500 media outlets and bloggers covered his report, why thousands shared it and the exact process he used to create such amazing exposure. We'll talk about how to leverage "fire starters" to spread the word, the highly successful experiments he tried and some of the pitfalls Michael learned along the way.

You will discover:

• How to get hundreds of media outlets to write about you
• Ways to grow your Twitter following with ease
• How to dramatically increase your search engine results

Track: Engaging with Customers

Generating High-Quality Leads with Webinars: Five Things You Should Be Doing to Connect with the Right Prospects

Speakers:
Todd Davison, President, Bulldog Solutions
Michael Hickey, Online Events Manager, Hoovers (Dun & Bradstreet)
Jen Moeller, Director, Regional Marketing, Humana

Research tells us Webinars remain one of the best ways to engage with high-quality prospects. But the "one and done" Webinar is over and out. In this session, you'll hear from companies that build powerful lead-generation Webinars by integrating marketing best practices including buyer persona development, lead nurturing, content repurposing and social media. We'll demonstrate how B2B marketers, business information provider Hoover's and health benefits company Humana have used Webinars effectively to generate high-quality leads and engage with potential customers.

You will learn:

• How development of buyer personas can increase the impact of your campaign by targeting prospects more likely to convert
• How to incorporate social media activities to cross-promote and deepen engagement
• How to get the most value out of content via repurposing and creating content centers

Growing PPC—Reaching Beyond the Ordinary!

Speakers:
Bill Leake, CEO, Apogee Search
Dave Rowe, CMO, Rimini Street

Search Engine Marketing is far far more powerful and versatile than most advertisers realize. How do you take things to the next level and outflank your competitors? This session covers easy yet usually overlooked things you can do to turbocharge, invigorate, and revamp your existing campaigns. We'll talk about "out of the box" approaches that can positively separate and differentiate your company from the industry, the newer, less commonly utilized parts of the search engine ad networks, and why they might work for you, opportunities to garner an "unfair" share of the keyword inventory/searches that cover topics you care about, and more. You'll hear from a marketer who has successfully put these strategies to work for his company and what kind of results they got.

Track: Integrating Marketing Programs

Using Video Effectively to Increase Marketing ROI

SPEAKERS:
Ron Ploof, New Media Coach/Management Consultant
Michael Maxin, CEO, Divi Tree Media

It's not as easy as it looks. Using videos effectively and incorporating them into your marketing strategy to effectively boost your SEO, inbound links and enhance your overall marketing programs can be tricky. In this session, you'll see examples from several marketers on how they used video to put some excitement into their marketing and reached more customers than they could have otherwise.

You'll learn:

• What types of videos draw the most attention
• The best way to integrate your video into your overall marketing strategy
• How to incorporate your videos into your other social media efforts

Track: Engaging with Customers

How Big Brands Engage in Real time Conversations with Customers

SPEAKERS:
Becky Carroll, Founder, Petra Consulting
Michael Brito, Social Media Strategist, Intel
Tom Diederich, Social Media Consulting, formerly of Lithium

In this panel session, which is a continuation from our Digital Marketing World virtual event, you will learn how two big brands used social media to deepen their relationships with customers. We’ll review two case studies that will help you understand how these brands became more human on the social web which resulted in increased brand affinity Plus, we’ll talk about how you can do the same for your brand. Then we’ll launch into a discussion that will help answer these questions and more, How do you measure a conversation, or a comment in Facebook on a posted link?, Should you have a team dedicated to consumer engagement on the social web or are they volunteers?, Should there be training for employees before they engage with customers? What tools do you use to listen to your customers? We’ll be looking for audience input. Join us!

Power Forum on Social Media and Blogging: What's Next?

SPEAKER/MODERATOR:
Scott Rosenberg, co-founder of Salon and author of Say Everything

PANELISTS:
Peter Shankman, Founder, Help A Reporter Out (HARO)
Andy Sernovitz, Author of Word of Mouth Marketing: How Smart Companies Get People Talking

Join us for this thought-provoking power forum where some of the top names in Blogging and Social Media will weigh in with their opinions about the future of blogging and social media. First, you’ll hear from Scott Rosenberg, author of Say Everything, speak about the history of blogging and the impact it’s had on business and our culture. Then he’ll moderate a lively discussion on what the future of social media may hold. You’ll get to hear insights from our prestigious panel about such questions as: How do I know whether to use a blog or Twitter, MySpace or Facebook?; How important is it to keep up with each new "flavor of the month" platform?; How do we earn and grant trust on the new networks?; Is there such a thing as too much communication online?; and Where is the social-networking field headed, and how do we prepare for its future?

Social Media Measurement: Metrics, Impact, and Value

Speaker:
Amber Naslund, Director of Community, Radian 6

The rise in social communications immediately brings many companies to the first real challenge of this new era: How do we measure the impact of our social media or community strategy? Join us for a session where we'll talk with industry practitioners—real, in the trenches folks—about what they're doing to quantify and qualify the value of social media. We'll provide both B2B and B2C examples and discuss:

You’ll learn how to:

• Old and new metrics, and which ones are most applicable (and which ones we can ditch)
• The difference between ROI, Value, and Impact
• The importance of goal setting in measurement
• Why benchmarking is critical

And bring your questions. We want to help you tackle your real world challenges in articulating the impact of social in your company, so we'll set aside ample time for discussion and collaboration on the real problems and obstacles you're facing.

Track: Integrating Marketing Programs

The New “Triangle Offense” of One-to-One Marketing:  Using Email, Social Media, and Mobile to Attract, Engage, and Retain Customers.

Moderator:
Joel Book, Director, eMarketing Education, ExactTarget

PANELISTS:
Kip Edwardson, Manager, Interactive Marketing, Scotts Miracle-Gro
Renée Middleton, Vice President, Marketing, Taco John’s

To succeed in selling to today’s hyper-social and connected customer, marketers must maximize every touch-point to “ignite” the conversation, create interest, and give people a reason to buy. In this session, we’ll show how innovative companies are leveraging the combined strengths of Email, Social Media, and Mobile to attract, engage, and retain customers. Featuring case studies from Scotts Miracle-Gro and Taco John’s, you will see two outstanding examples of how innovative marketers can use email marketing—in combination with Social Media and SMS—to reach potential new customers, aid their decision-making process, and keep them loyal to their brand.

Track: Engaging with Customers

Twitter Success Stories

Moderator:
Paul Chaney, Internet Marketing Director, Bizzuka and Author of The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media

Panelist:
Ramon DeLeon, Operating Partner, Dominos Pizza
Marla Erwin, Interactive Art Director, Whole Foods Market
Allan Schoenberg, Director, Corporate Communications, CME Group
David Deal, VP Marketing, Razorfish

There are many businesses that are having great success with Twitter, using it to enhance their marketing efforts to achieve greater results in terms of increased sales, more brand recognition and long term customer loyalty. Other are still struggling to figure out the best way incorporate Twitter into their marketing and other social media efforts. If you are one of the later, don't miss this panel where we'll provide you examples of B2B and B2C companies that have figured out how Twitter can really make a difference. We'll talk about how you can get started integrating a Twitter strategy into your programs and you'll get a chance to ask your specific questions. Don't miss it.

Track: Peer-to-Peer

INTERACTIVE DISCUSSION GROUP: Positioning Your Company to Reap the Benefits of Social Media. An Interactive Q&A with Attendees.

Moderator:
Sean McDonald, Principal, Ant's Eye View

Panelists:
David Thomas, Social Media Manager, SAS
Aneta Hall, Manager, Emerging Media, Corporate Marketing, Pitney Bowes
Heidi Ob'bayi, Brand Manger, PEMCO

When it comes to getting social media marketing up and running in your company are you facing road blocks either convincing your CEO that you need to be using social media, developing a social media policy and empowering employees to participate in the conversation with customers, and/or determining how to structure yourself to develop content and package it to engage customers? Then you’ve come to the right place. Join us for this interactive exchange of ideas between social media experts who have navigated those waters and attendees. This session promises to be a lively discussion about how you can develop company policies and procedures to better take advantage of the benefits social media offers. You’ll learn not only from the panel of experts but from your peers facing similar challenges.

Session limited to 30 attendees to encourage conversation among the audience. Sign-up on site when you pick up your badge. To submit questions for the experts in advance, email: events@marketingprofs.com.

Using Facebook to Increase Brand Recognition

Speakers:
Mari Smith, Relationship Marketing Specialist, MariSmith.com
Amy Porterfield, Social Media Strategy Consultant, Amy Porterfield International

Facebook.com boasts close to 300 million active users and is the third most trafficked website in the world. How do you tap into this powerful medium, rise above the noise and establish solid brand recognition that leads to an increase in traffic, subscribers and sales? We'll present both B2B and B2C examples of how Facebook can significantly impact your business including:

• Creative strategies to attract your target audience.
• How to make your Facebook fan page "sticky."
• Benefits of using your personal profile along with your fan page.

Track: Integrating Marketing Programs

Creating High-Performance Landing Pages that Convert Customers

Speakers:
Anna Talerico, Executive Vice President, ion interactive, inc.
Arden Buchanan, Regional Marketing Director, Wellpoint Healthcare

This session expands on the one presented at the Digital Marketing World virtual event. If you missed it no problem, we’ll go into more depth about the Wellpoint case study and provide you with B2C examples as well. Landing pages are the best way to improve your online conversions, and this session will help you create effective pages that improve lead quality and quantity. We’ll discuss how to generate more leads through landing page best practices and analysis. The presentation will include actionable advice that can be applied to landing pages immediately including utilizing segmentation, engagement and conversion paths to improve landing page results.

You will learn:

• 6 best practices to improve your online conversation results today
• A model for evaluating landing page ROI
• Essentials of a post-click marketing program

Track: Engaging with Customers

eNewsletters Campaigns that Strengthen Customer Relationships

Speakers:
Greg Cangialosi, CEO, BlueSky Factory
Brian Logue, Director of Communications, US Lacrosse

Email marketing is not all about selling to your subscribers and seeing the dollar signs. It's important to use email to develop a relationship with your subscribers and build customer loyalty. After all, email is targeted, measurable, and relevant, making it easy to give your audience what they want when they want it. In this session, we'll discuss the benefits of an email newsletter program, how to use the program to build a strong relationship with customers and prospects, and the essential elements of an email newsletter that will further benefit your marketing efforts. This presentation will include a real world case study of best practices and strategy for building an email newsletter program.

• Do's and don'ts for creating an email newsletter
• How to implement a successful email newsletter campaign
• Key best practices and strategy to further your client relationships through your email newsletters
• How real world marketers are driving results with their email campaigns

Mysteries Revealed: What Inspires Your Subscribers to Respond

MODERATOR:
Stephanie Miller, Vice President, Market Development, ReturnPath

Panelists:
Sarah Welcome, Director, Customer Intelligence, International Data Group (IDG)
Shane Johnston, Vice President, Client Strategy, Brooks/Bell Interactive

Want to know what makes your subscribers’ hearts sing? What motivates them to buy? If two or blue or Tuesday or 15% will generate more response and revenue? Simple: Test it. There is altogether too much guessing and not enough proving in email marketing. With inboxes overflowing, subscriber fatigue growing and competition from social networks increasing, you must break through. Stop making excuses and start optimizing your ROI. Learn from practitioners and testing experts how to construct tests that will measure what you need and reveal what you want. Includes a worksheet that you can use to construct and manage your own tests.

Track: Integrating Marketing Programs

Integrating Social Media into Your Marketing Strategy to Gain a Greater Response

Moderator:
Debra Ellis, Founder, Wilson & Ellis Consulting

Panelists:
Pam O’Neal, Vice President of Marketing, BreakingPoint Systems, Inc.
Glenda Ervin, Vice President of Marketing, Lehman's

Don’t miss this session where we will provide you with both B2B and B2C examples that show how injecting social media into a “traditional” marketing plan produced much greater results. It’s becoming apparent that you must be using social media to effectively market to your audience but if you are asking yourself just how to do that, which social media channels you should be using, how to best integrate them into your current marketing program, and how you can monitor the results, you’ve come to the right place.

You'll learn:

• How to measure the effect of social media on your traditional marketing
• How to sell social media to the executive suite
• How to integrate marketing and service across all channels

Track: Engaging with Customers

Want ROI? Branded Communities Need Killer Content

Speakers:
Kathy Warren, VP Program Strategy & Management, Powered, Inc.
Natanya Anderson, Vice President, Content Strategy and Development, Powered, Inc.

In a down economy, engagement strategies become business critical. Branded online communities that drive interactions with more prospects and deeper relationships with customers are one of the most innovative and efficient strategies employable by marketers today - but only if they work. Learn what cutting edge marketers are doing to get, grow and keep customers utilizing branded communities that offer content as currency. That currency is driving business results that are unprecedented including sales, loyalty, advocacy and long-term retention. Based on this ability to deliver real business results and its role in effective social marketing marketers can easily find success in building their own communities and avoid the dreaded "ghost-town effect". In this session you'll learn the secrets of creating successful communities utilizing expert and user generated content.

Topics will include:

• Marketing context and rationale for branded online community
• Case studies of branded communities and the typical results you should expect from content-rich community strategies
• Tips and best practices for developing content that will keep
  visitors coming back to your community and engaged with your brand long after they make a purchase
• Guidance on how to measure the success to prove efficacy and impact on your bottom line

Track: Peer-to-Peer

INTERACTIVE DISCUSSION GROUP: Developing Customer Relationships with Twitter—An Interactive Q&A with Attendees

Moderator:
Leigh Duncan-Durst, Founder, LivePath

Panelists:

Ann Handley, Chief Content Officer, MarketingProfs
Monique Trulson, E-Business Manager, Brady People ID
John Bernier, Social Media Manager, Best Buy

We all know that the power of Twitter for sharing information goes far beyond finding out what your friends had for breakfast but only a few have really mastered how to cultivate customer relationships with this important social media tool. Hear from this panel of experts and share your ideas with them as well as other attendees on how to enhance your customer relationships with Twitter. We’ll have you sending tweets to your customers before you leave the session. Session limited to 30 attendees to encourage conversation among the audience. Sign-up on site when you pick up your badge. To submit questions for the experts in advance, email: events@marketingprofs.com

The State of Social Media Marketing: 2009 Benchmarks, Trends and Metrics

Speakers:
Roy Young, President, MarketingProfs
Tim McAtee, Director of Research, MarketingProfs

Is social media marketing living up to its hype? Attend the first presentation of MarketingProfs’ groundbreaking research on social media marketing practice. Based on a sample of over 5,000 marketing practitioners, the study is the largest and most comprehensive examination of the use of social media in both B2B and B2C marketing. The principal author of the study, Tim McAtee, Director of Research and Roy Young, President of MarketingProfs will summarize the key takeaways from the research to give you the information you need to formulate and justify your 2010 budgets and programs.

You will hear answers to the most common questions about social media marketing, including:

• Is it just hype or is it widespread?
• What are other companies like yours doing with social media?
• What works and what doesn’t?
• How is social media being integrated into the media mix?
• What are companies investing in terms of both money and time?
• How does a company’s culture or structure obstruct or support the adoption and success of marketing with social media?

Track: Integrating Marketing Programs

Blending Social Media and Search Marketing for a Greater Impact

Speaker:
Liana “Li” Evans, Director of Social Media, Serengeti Communications

Understanding how social media marketing affects search marketing and vice versa can be a tall order. What exactly does it mean to optimize a profile, how do I get optimized content socialized? There’s a lot of new ins & outs when it comes to making sure that your search marketing and your social media marketing are in synch with one another.  

Attendees at this session will learn:

• Key Points of Optimization in Social Media
• How Social Media Affect Search Rankings
• Social Media is Sending New Signals to Search Engines
• It’s Not Just “Text” Anymore—Digital Asset Optimization is Becoming Key
• Beyond Web Traffic—What Other Measures Spell Success

Track: Engaging with Customers

It’s Not Just About Monitoring: Knowing When to Engage in the Conversation

Speakers:
Jennifer Zeszut, CEO, Scout Labs
Tim Supples, Director of Social Media & Technologies, Citrix

Companies are monitoring what is being said about their products and services on the social networking sites, Twitter and in the blogosphere. But the question is, what do you do with all that information and when does it make sense to engage in the conversation? Social Media may have been first embraced in the PR department, but the best companies (of all sizes) are letting social media penetrate deep into the organization and letting it inform marketing, sales, service, research, and even product development. In this session, that is a continuation from the Digital Marketing World virtual event, we’ll show you both B2B and B2C examples of how the voice of the customer might be used in your organization to help you build better products and sell more. We’ll talk through real-life examples of using social media for lead-generation and customer acquisition, real-time customer retention, proactive customer service and more.

You will learn:

• When to jump into the conversation and when to hold back
• Best practices that you can implement within your organization tomorrow

Track: Peer-to-Peer

INTERACTIVE SESSION: Building and Nurturing Your Online Community. An Interactive Q&A with Attendees.

Moderators:
Beth Harte, Manager of Community, MarketingProfs

Panelists:
Rachel Happe, Principal, The Community Roundtable
Gretchen Harding, Senior Marketing Manager, Intuit
Mildred Center, Principal, Iyobu, LLC

You’ve created your online community and it’s a success, but how do you keep it keep it going and find new and exciting ways to attract people? It takes a lot of resources, creativity and knowing what customers want to make your community a place people keep coming back to. Join us for this interactive exchange of ideas between practitioners who have developed thriving communities and attendees. Here’s your chance to talk with experts as well as other attendees and share ideas on what works and doesn’t work to nurture your online community. Session limited to 30 attendees to encourage conversation among the audience. Sign-up on site when you pick up your badge. To submit questions for the experts in advance email: events@marketingprofs.com.

Design for Behavior Change: Why Facebook & Twitter Are Winning

Dr. BJ Fogg, Stanford University

The world of persuasion has changed. New technologies allow us to combine the power of interpersonal influence with the reach of mass media. This adds up to the biggest advance in persuasion tools since the invention of radio. But today many companies are floundering in this new world. Why? The problem is not technology; instead, the failure is in understanding how humans work. To influence human behavior, a change agent must merge three factors into one moment: motivation, ability, and triggers. Today's technology leverages these factors in ways never before possible, opening doors for motivating and influencing people through mobile and social media. Facebook and Twitter are prime examples of how to create experiences that change behavior. These services motivate people, facilitate behavior, and trigger actions that create company value.

During this keynote you will:

• Learn about the three elements that must combine to change human behavior
• See how Facebook and Twitter win by leveraging these three elements
• Understand what simplicity really means and how it changes behaviors

Top Tips for Better SEO Results, Secrets You Haven’t Heard Before

Speaker:
Stephan Spencer, CEO, Netconcepts

This session isn’t about SEO fundamentals. You won’t learn why links are important for rankings; you won’t learn how to justify SEO to your boss. What you will learn is how to take your search engine optimization skill set to the next level, even if you’re already a savvy search marketer. SEO expert Stephan Spencer opens up his toolkit to share insightful information that demonstrates each tool in action using audience members’ sites. If you want the “secret sauce” to rocketing past your competitors in the search results, this session is for you.

You will learn:

• How to gain higher rankings through "The Long Tail," blogs, social networks, widgets, APIs, spiders, and more
• Tools and techniques to 'reverse engineer' competing sites that outperform yours in Google
• And much more!

Track: Engaging with Customers

Business Blogging: Creating Remarkable Content for Business Benefits

Speaker:
Mike Volpe, VP of Inbound Marketing, HubSpot
Charlie King, Director of Instruction, Reynolds Plantation
Ilya Mirman, VP Marketing, Cilk Arts

The heart and soul of any successful inbound marketing program is creating remarkable content. Through business blogging, your company can build its online presence, spawn brand loyalty, establish itself as a thought leader and generate leads and measurable results. This session will showcase real-life businesses that have capitalized on business blogging and will discuss how companies can use a blog to pull in the right prospects, create loyal customers and reach their Internet marketing goals without breaking the bank.

In this session, attendees will learn:

• How real businesses are achieving measurable results through business blogging
• Tactics for building a brand loyalty program through a business blog
• SEO techniques to increase awareness for a corporate blog
• Comprehensive methodologies on how to write quick and effective blog articles
• Simple tips and tricks to promote your blog

Mixology: Thirty Ideas from the Digital Marketing Mixer You Can Implement Tomorrow

Mixologists:
Jason Baer, Founder & President, Convince & Convert
Stephanie Miller, Vice President, Market Development, ReturnPath
Michael Brito, Social Media Strategist, Intel
Beth Harte, Manager of Community, MarketingProfs

Don’t leave the conference and go back to your office with our first hearing from our Mixologists! Your boss is going to want to know exactly what you learned at the conference and what can you implement tomorrow to increase you marketing ROI. Our mixologists are going to serve that up to you on a silver platter. We’ve charged them with going to a variety of our sessions, keynotes and networking events to come up with 10 things each that they think are the most important take-aways from the event. Enjoy the event and in the end, we’ll hand you 30 things you need to know before you go back to the office.