Presents Digital Marketing 101 & 102 - insightxnetwork.com · Attend Digital Marketing 101 & 102 this February 27-28 in San Francisco and learn detailed and actionable tips to boost

A step-by-step guide to actionable digital marketing take-aways to boost your marketing ROI

Presents

February 27-28, 2017 • The Marines’ Memorial Club • San Francisco, CA

Digital Marketing 101 & 102

Partners:

DISCOUNTED RATE for Non-profits and

Government!

www.insightxnetwork.com 2

What are the specific skills and knowledge you need to implement an effective digital marketing strategy? Do you have those skills and knowledge—or could you use some help?

Attend Digital Marketing 101 & 102 this February 27-28 in San Francisco and learn detailed and actionable tips to boost your digital marketing efforts—and your overall marketing ROI. Anyone who needs to improve their knowledge of the exact components and action items to achieve a successful digital marketing effort should attend!

We’ve selected a professional faculty chock full of full-time teachers in the digital marketing arena—people who really “know their stuff” and will give you solid information you can take back to the office and use right away. We promise: no infomercials!

Just a few of the key topics to be addressed include:

· Defining your goals, picking your platforms and setting your expectations · How to use content marketing to impact traffic, exposure and conversions · Matching your content style to campaign goals · Actionable steps you can take now to get more conversions · Maximizing your UX: key design and implementation factors to consider · Email best practices: building a list, using automation and email metrics · How to make paid search marketing work for you · An SEO in-depth tutorial: what impacts your ranking? What can you do about it? · How to build a goal-based, measurable social media strategy · Tips from the experts on using video and infographics in your campaigns · …and much more!

This unique workshop provides everything you need to know to get started and implement Google Analytics effectively:

· Implementing GA on a new website: manual implementation, WordPress, WYSIWIG website builders · Creating filters to exclude your company traffic · Connecting Google AdWords and Google Analytics · Five GA reports every business should monitor & five more you should know about · Using segments to look at specific audiences · Multichannel attribution modeling in GA · Bonus: using Google Analytics for remarketing

All in all, this is a conference you just can’t afford to miss. Check out our discounts for multiple registrants from the same company and train your entire team! And if you’re a non-profit, government agency or start-up, there’s a special rate for you, too. We look forward to seeing you in San Francisco!

Lori Medlen President & CEO Insight Exchange Network, LLC

PLUS: Attend our in-depth Google Analytics Workshop and come away knowing how to use GA effectively for your campaigns!


7:45-8:45

Registration & Continental Breakfast

8:45-9:00 Chairperson’s Opening Remarks

Michael Stebbins President OMCP® (Online Marketing Certified Professional)

Michael is a marketing leader with a passion for creating online marketing rock stars and equipping others to teach relevant and up-to-date marketing practices. Michael is currently President of OMCP®, Online Marketing Certified Professionals, leading the industry certification standards for online marketing. His former company,

Market Motive, changed the way the world learns online marketing. While serving as a marketing strategist for ClickTracks, Silicon Graphics, Fujitsu, and other entrepreneurial companies, Michael was voted Finalist as “Best Marketing Executive” of 2007, and authored US patent 7,698,420, “Consolidating web visitor behavior statistics for sales prospect qualification.” At home in Santa Cruz, California, Michael’s favorite conversations revolve around business growth, online marketing, and vintage motorcycles.

9:00-9:30 Setting up for Success: Effectively Planning Your Digital Marketing Strategy, Campaigns and Tactics · Defining your goals: leads, sales, awareness, other?

· Picking your platforms

· Developing objectives and timeframes

· Is social media marketing worth it?

· How will you track and measure success?

· What KPIs will you use?

· For sales? Average order value? Conversion rate? Other?

· Metrics’ definitions

· Using Google Analytics

CONFERENCE MISSION AND VISION:

Most digital marketing conferences provide theoretical overviews and leave attendees frustrated at the lack of actionable content. Not this one! IEN’s Digital Marketing 101 & 102 is brimming with practical insights to take your marketing to the next level. Whether you’re new to digital marketing, or want a refresher on the very latest techniques, you’ll benefit from this course. Starting with a session on developing your goals and KPIs, we’ll take you through the details of digital marketing implementation: from social media, to email, to SEO…and beyond. Don’t miss this opportunity for a true learning experience packed with valuable take-aways!

February 27, 2017

Day One



Terry Rice Digital Marketing Trainer & Consultant BROOKLYN DIGITAL MARKETING

Terry Rice has been in the Digital Marketing field since 2007 – most notably, helping business partners achieve their marketing goals while working at both Adobe and Facebook.

He is now a corporate trainer, delivering hands-on Digital Marketing workshops that empower teams to gain a comprehensive understanding of Facebook Marketing, Social Media Marketing, and various other platforms.

In addition to his role at Brooklyn Digital Marketing, he’s also a Digital Marketing Instructor at General Assembly where he leads numerous classes and workshops.

9:30-10:05

Tech versus Touch: The State of Connectivity for Marketers and CreativesIn this session, we’ll share insights about:

· How the human side makes connectivity real

· How collaboration is a core component of connectivity

· What marketers want and value in a connected community

· The importance of balance in a connected world

· The future of marketing connectivity

Nina Brakel-Schutt, Brand Strategist

10:05-12:00 Content Marketing, Conversion Rate Optimization and User Experience Best Practices

Part I: Leveraging Content Marketing for Exposure and Sales · Content marketing is about more than blogging

· How to use content marketing to impact traffic, exposure and conversions

· Creating a realistic content plan around time and staffing constraints

· How to match your content style to your campaign goals

· How to created targeted content packages for lead generation

Jennifer Evans Cario President SUGARSPUN MARKETING INC. Author: Pinterest Marketing: An Hour a Day (Wiley)

Jennifer Cario has more than twenty years of experience in online marketing and serves as the President of SugarSpun Marketing as well as the Social Media Faculty Chair for Simplilearn.

Jennifer Cario has dedicated her career to creatively helping businesses and consumers connect in a way that positively impacts the bottom line. While she serves up strategy in all areas of Social Media based digital marketing, her passions lie in content marketing, visual social and converged media. Jennifer has worked with companies of all sizes, from mom and pop shops to mid-range e-commerce companies to global powerhouses like Ford Motor Company, Akzonobel, and CheckPoint.

Day One continued

Jake Athey Marketing Director WIDEN


Part II: Conversion Optimization: Turning Possibilities into Action · Conversion Optimization in digital marketing

· Usability vs. conversion optimization

· Conversions for commerce and lead generation sites

· Conversions for paid search and organic search

· Conversion paths

· Crafting and testing landing pages

· Tracking success

· Summary: Actionable steps you can take now to get more conversions

Lyena Solomon Sr. Localization Manager, Marketing Operations SERVICENOW

Lyena has hands-on experience from website development to digital marketing and analytics. Through multi-channel marketing strategies, Lyena designs tactical steps to optimize websites, digital content, and search marketing processes with one goal in mind - revenue. Her expertise is in SEO, PPC, analytics, user experience and

usability. Recently, she added localization to her digital marketing skill set.

Lyena worked with small local businesses and global corporations. Currently, Lyena is a Sr. Localization Manager for ServiceNow - a cloud computing company.

Part III: UX Considerations · Ensuring your mobile-friendliness

· Speed

· Ease of use on a mobile device

· Best practices in forms: what to ask, how much to ask and where to put them

· Minimizing the number of clicks

· Including a FAQ or search on your site

· Payment information best practices

· Keeping your call-to-action front and center

· Considering cross-device use

Terry Rice Digital Marketing Trainer & Consultant BROOKLYN DIGITAL MARKETING

Terry Rice has been in the Digital Marketing field since 2007 – most notably, helping business partners achieve their marketing goals while working at both Adobe and Facebook.

He is now a corporate trainer, delivering hands-on Digital Marketing workshops that empower teams to gain a comprehensive understanding of Facebook Marketing, Social Media Marketing, and various other platforms.

In addition to his role at Brooklyn Digital Marketing, he’s also a Digital Marketing Instructor at General Assembly where he leads numerous classes and workshops.

There will be a working break at approximately 10:15

12:00-1:15

Luncheon for All Attendees

Day One continued


1:15-2:30

Implementing an Effective and Compliant Email Marketing Strategy · Considerations before launching your email marketing program

· List building strategies

· The role of automation in email marketing

· Using email metrics to optimize your program

· The importance of testing in your email marketing efforts

Philippa Gamse CMC, Professor of Digital Marketing and Social Media HULT INTERNATIONAL BUSINESS SCHOOL Author “42 Rules for a Web Presence That Wins”

Philippa Gamse is a Professor of Digital Marketing and Social Media at Hult International Business School. An Internet veteran, Philippa has been at the forefront of digital marketing strategy since the birth of the

commercial Internet in the early 1990’s.

Philippa’s book 42 Rules for a Web Presence That Wins was endorsed by Guy Kawasaki, Vint Cerf (the true “father of the Internet”), and over a dozen senior business executives including Jay Steinfeld, founder of Blinds.com, one of the most successful e-commerce businesses in the US. In 2003, Philippa achieved the prestigious Certified Management Consultant designation. The CMC is an ISO-accredited qualification recognized in over 60 countries, and held by less than 1% of the consulting profession.

2:30-2:45

Networking Break

2:45-4:00

How to Make Paid Search Marketing Work for You · Should you invest in paid search? · How to set up an AdWords account · Structuring your AdWords program · Making your copy relevant and optimizing your ad words · Choosing keywords and Google’s Keyword Planner · Using competitive intelligence and onsite data to aid

keyword search

· Understanding match types · Creating relevant ad copy and tests to consider · All about ad extensions · What is the appropriate cost per click? · Evaluating ROI and metrics · Best practices in paid search marketing while protecting

your budget

Kim McCumber Founder & CEO FLOODLIGHT TRAINING & CONSULTING

Kim McCumber is a seasoned digital marketer and corporate trainer that leverages his background and expertise in both areas to drive impact for brands. His agency experience includes client relationship management, paid search (PPC) marketing, search engine optimization, display advertising and various other facets of traffic generation. His experience includes healthcare, finance, entertainment, retail and ecommerce programs.

Day One continued


4:00-5:15

SEO Special In-depth Tutorial: Everything You Ever Wanted to Know About Search Engine Optimization (but were afraid to ask) · Looking at both the technical side of effective SEO and the

content side · What impacts your ranking and what can you do about it? · What causes Google “penalties” and how can you avoid them?

· Finding and eliminating duplicate content · The role of Panda and Penguin · Google’s Webmaster Guidelines

· Understanding “short-tail” and “long-tail” phrases · How to find broken links and fix errors and redirects · What tools can you use to optimize SEO? · The importance of back-links · How to find your back-links · Evaluating your competitors’ websites and their links · Best practices in keywords and meta keywords

Michael Peggs Founder MARCCX MEDIA

Michael Peggs is the founder of Marccx Media, a digital marketing agency specializing in Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Before Marcxx, Peggs worked at Google in business development, forming digital media and advertising partnerships in the United States and Asia. He is also a

contributor to The Huffington Post, FastCompany and Business Insider as well as and podcaster, hosting the iTunes Top 10 New & Noteworthy Podcast You University.

The Practitioner’s Perspective Don Rhoades SEO Specialist SERVICENOW

Don Rhoades has more than a decade of experience in SEO and is currently the in-house SEO Specialist for ServiceNow. He has been responsible for achieving organic and local search results superiority, scalable link

strategies, and online reputation management solutions for many professional verticals. Don has focused his career to improving the traffic and conversion performance in several competitive environments. Don has worked for several enterprise companies including: Lenovo, Cisco Systems, Wrangler Jeans, NC State University, and Glaxo/Smith/Kline, as well as many small businesses and regional brands.

5:15-6:15 Cocktail Reception

Day One continued

ABOUT IEN

IEN is focused on producing practical, actionable, and content-driven events. We personally interview literally hundreds of people in each conference’s topic area, discovering their on-the-job problems, issues and concerns. We then find the very best speakers to offer solution-driven content, as well as facilitating peer-to-peer networking at each event. Our events are not trade shows or expos, although we do offer partnership opportunities to select vendors. We’re focused on the attendee’s needs entirely.


7:30-8:00 Continental Breakfast

8:00-8:30 10 Myths MarTech Vendors Tell (And What’s the Real Story)MarTech leaders have good reason to be excited about innovations in our industry. But what happens when excitement becomes hype and enterprise decision-makers create plans based on unproven tools or approaches? New technologies can become lodestones rather than accelerants.

This fast moving session will uncover 10 key myths that vendors espouse and offer the accompanying reality for each one. Come away with a clearer view of the marketplace and a more practical take on the opportunities in front of you.

Tony Byrne is the President of the Real Story Group and oversees all of the technology streams and properties, which include CMS Watch, Enterprise Information Watch, and SharePoint Watch. In 2001, Tony founded CMS Watch as a vendor-independent analyst firm that evaluates content technologies and publishes research comparing different solutions head-to-head. Over time, CMS Watch evolved into a multi-channel research and advisory organization, spinning off similar product evaluation research in various areas of Enterprise Content Management. As a result of this natural evolution, in 2010, The Real Story Group became the parent company of CMS Watch and its sister entities, EI Watch and SharePoint Watch.

Tony is the original author of The Real Story Group’s Web Content Management research, a former journalist, and a 20-year technology industry veteran. Prior to 2001, he managed an engineering team at a systems integration firm. He now focuses his own research on Enterprise Community and Collaboration software, SharePoint, and Web Content Management. During the last decade, Tony has advised clients such as the US Dept. of the Treasury, the American Association of Retired Persons, MBC Television of Dubai, The Canadian Cancer Society, and The Seattle Children’s Hospital.

8:30-10:30 Building a Sustainable Social Media Strategy · Understanding the three key areas of business impacted

by social media

· Using business goals to define social media goals

· Step by step guide to building a goal-based, measurable social strategy

· Establishing and benefitting from a social media “home base.”

· Balancing campaign messaging for brand building and conversions

· How to combine paid, earned and owned in the context of social media

Jennifer Evans Cario President SUGARSPUN MARKETING INC.

There will be a 15-minute working break at approximately 10:15

February 28, 2017

Day Two


11:00-12:00 Tips & Tricks for Maximizing Your Campaigns through Video and Infographics Video:

How to Drive Video Campaign SuccessA lot of the traditional search KPI’s don’t apply in the video marketing ecosystem. As a result, marketers need to think differently. In this session, you will learn:

· How search and video campaigns differ

· How to target the right audience

· How to measure engagement

· How to make your audience convert into loyal customers

Kevin Ferguson President KEVIN FERGUSON CONSULTING

Kevin Ferguson has worked as a digital marketing professional for over 10 years, assisting Fortune 500 companies with Video, SEM and Web analytics strategies. He is an expert in understanding YouTube analytics and video TrueView ads and the data behind it. He runs his own consulting business in San Francisco, where

he uses video analytics to empower clients to see how customers are engaging with their branded videos. http://www.kevinfergusonconsulting.com

Boosting Marketing Success with Infographics · Types of infographics

· Infographic design dos & don’ts

· How to effectively market infographics

· Repurposing infographics

· Successful case studies

David Wallace CEO SEARCHRANK

David Wallace, co-founder and CEO of SearchRank, is a recognized expert in the industry of search and social media marketing. Since 1997, David has been involved in developing successful marketing campaigns for large and small businesses. In addition to offering Internet marketing services to clients, David’s company operates

several portal web sites including Infographic Journal and Disney-O-Rama.

David is a widely published author of many articles in online publications such as Search Engine Journal, Small Business Trends, and Search Engine Guide to name a few. David also serves as a frequent speaker at the PubCon and Search Marketing Expo conferences.

12:00-1:15 Luncheon for All Attendees

Day Two continued

“When you see author-speakers like Jennifer Cario, David Wallace, and Philippa Gamse, it’s indicative of the quality

and authority of the latest practices we’ll learn at the Digital Marketing 101 & 201 Conference. See you there!”

- Michael Stebbins, President, OMCP


1:15 Optional Workshop: Google Analytics In-depth—a “How-to” Guide

Workshop Presenter: Kim McCumber Founder & CEO FLOODLIGHT TRAINING & CONSULTING

Kim McCumber is a seasoned digital marketer and corporate trainer who leverages his background and expertise in both areas to drive impact for brands. His agency experience includes client relationship management, paid

search (PPC) marketing, search engine optimization, display advertising and various other facets of traffic generation. His experience includes healthcare, finance, entertainment, retail and ecommerce programs.

Kim founded Floodlight Training & Consulting in 2014 to provide digital marketing training and consulting to companies large and small. Through Floodlight, Kim provides strategy, direction and implementation around everything from website analytics and day-to-day management to large scale PR launches and celebrity programs. He’s helped to launch ground-up marketing initiatives as well as working to correct underperforming marketing programs.

Prior to launching Floodlight, Kim was an early member of Rise Interactive, a full service digital marketing agency based in Chicago, IL (and now with over 200 employees). While initially focused on client management and program implementation across all digital channels, he launched the first Learning & Development program for the company that played a role in five straight Inc. 500|5000 and regular appearances in the National Best & Brightest Companies to Work For among various other accolades.

1:15-2:15: Part I: · What is Google Analytics and why do so many websites

use it?

· Implementing Google Analytics on a new website

· Manual implementation

· WordPress

· WYSIWIG website builders

· Creating filters to exclude your company traffic

· Analytics metrics primer

2:15-2:30 Networking Break

2:30-4:00: Part II: · Creating Google Analytics goals

· Connecting Google AdWords and Google Analytics

· Five GA reports every business should monitor & five more you should know about:

· Acquisition>all traffic>channels

· Behavior>site content

· Goals>GoalURLS for lead gen, Ecommerce for B2C

· Intelligence events

· Geo>location

· (Real-time)

· (Audience>interests)

· (Audience>technology/mobile)

· (Behavior>site search)

· (Audience>Cohort analysis

· Using segments to look at specific audiences

· Multichannel attribution modeling in GA

· Bonus: Using Google Analytics for remarketing

4:00 Conference Concludes

Day Two continued


The Digital Marketing 101 & 102 conference is the perfect opportunity for individuals who are looking to establish or enhance their understanding

of current best practices. Blogs and webinars are great, but there’s no substitution for learning in an engaging and interactive environment.

- Terry Rice, Digital Marketing Trainer & Consultant, Brooklyn Digital Marketing

Registrants to Digital Marketing 101 & 201 receive vouchers to two OMCP® Practice Assessments. These practice assessments serve sample exam questions covering social media, SEO, email, digital advertising (PPC), conversion, mobile marketing, content marketing, and web analytics. Assessment results are immediate. Get a glimpse of your online marketing IQ before the conference and use the results to plan your focus areas.

· Get real-life tips and tricks you can implement right when you get back to the office

· Learn exactly how SEO works—and how to maximize your Google rankings

· Should you invest in paid search? Find out!

· Discover if social media marketing is right for you and, if so, exactly how to implement it

· Attend an in-depth workshop on Google Analytics and get ready to use this powerful tool to your advantage!

· Maximize your website in terms of design, content and conversion rate optimization

· Uncover new list building strategies · Boost your campaigns through video and infographics

· Network with leading minds in the field

· Hear presentations that are 100% valuable content— not infomercials!

· Marketing executives who need a brush up, need an efficient overview of the very latest in digital marketing or who are new to digital marketing

· Heads, Directors, and new employees in the areas of: · Customer insights

· Marketing support

· Email marketing

· Search Engine Optimization

· Marketing

· Website support

· Content development

· Public relations/Communications

· Advertising

· Service providers such as ad agencies, consultants and software providers

Top Reasons to Attend

Who Should Attend?

BONUS: GET A GLIMPSE OF YOUR ONLINE MARKETING IQ BEFORE YOU ATTEND THE CONFERENCE.


Insight Exchange Network, LLC (“IEN”) has a limited number of sponsorship opportunities in a variety of packages to help you get your message out to attendees. Sponsorship pricing is based on packages and start at low out of pocket. Below are a few of the sponsorship and exhibit opportunities available to our partners; we can customize a variety of solutions to provide you with the best possible network opportunity. For more information, contact Corinne Smart at 704-649-3860 or email [email protected]

Need a better way to find, organize, share, and publish your photos, videos, and creative files? Those valuable visual assets your team works so hard to create?

Widen is a service leader in digital asset management with cloud-based DAM solutions that help publish and distribute your visual assets in more ways to more people — across websites, email marketing, social media, and more. With 68 years of support, rich media, and creative workflow experience, Widen is trusted by hundreds of thousands of people and 450+ organizations — including GE, Cornell University, and New Orleans Tourism Marketing — to power their marketing content every day.

You spend a lot of time and money on your assets. The Widen Collective ensures you get the best ROI from them. If you’d like to talk, visit our booth or catch our presentation. And start solving your DAM problems today at www.widen.com/see-a-demo.

OMCP® maintains the industry standard for online marketing certification, exams, recognized thought-leaders. OMCP Certification is awarded to online marketing professionals who are verified for training, experience, and have demonstrated knowledge of online marketing concepts and best practices across multiple digital marketing disciplines through a comprehensive proctored exam. Visit http://omcp.org for exam preparation, corporate readiness testing services, and to contribute to the standard. This conference qualifies for 25 PDUs.

realstorygroup is a technology market research firm. RSG delivers the unbiased opinion on commercial and open source tools from a firm that works only for the technology customer. We cover Web Content Management, Digital and Media Asset Management, Campaign & Lead Management Technology Document Management (ECM), Portals, Enterprise Collaboration Collaboration, and SharePoint. Their research is known for its technical depth, toughness, and absolute neutrality. You can find Real Story Group at www.realstorygroup.com

Sponsorship and Exhibit Opportunities

Sponsors:

Partners:

Media Partner:


Marine’s Memorial Club & Hotel 609 Sutter Street San Francisco, CA 94102 415-673-6672 www.marineclub.com

Standard rooms: $229 single/double occupancyDeluxe rooms: $259 single/double occupancyReservations must be made by January 26, 2017 to receive the discounted rate. Please mention the “IEN Conference” when making your reservation. Attendees receive access to Club One Fitness with indoor lap pool and state of the art equipment, located on property.

Venue

Team Discounts

ABOUT MARINES’ MEMORIAL CLUBDedicated as a living memorial to the U.S. Marines who served in the Pacific during World War II, Marines’ Memorial Club & Hotel is a leader in San Francisco Union Square hotels. A landmark since 1946, the hotel is located close to a bustling theater district in the heart of the city. Blending traditional décor and modern comforts, our classic 1920’s California Spanish Revival hotel offers an inviting atmosphere that is rich with history, honor and pride.

· Three Delegates will receive a 10% DISCOUNT

· Four Delegates will receive a 15% DISCOUNT

· Five Delegates or More will receive a 20% DISCOUNT

Please call Corinne Smart to make your group reservation at 704-649-3860 or email [email protected]** If you’re from a non-profit, a student, academic, or startup (defined as a company that’s three years old or less), you can take advantage of a discount off the regular full conference pass rate. You will be required to show proof of your student, academic, or non-profit status.Refunds and Cancellations: For information on refunds and cancellations please visit our website: www.insightxnetwork.com

Registration Form

Early bird* (up to and including 1/27/17) Standard Non-profit, academic, start-up**

❑ $1295 ❑ $1495 ❑ $795

Plus+ Google Analytics Workshop:❑ $1645



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Digital Marketing 101 & 102

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Presents Digital Marketing 101 & 102 - insightxnetwork.com · Attend Digital Marketing 101 & 102 this February 27-28 in San Francisco and learn detailed and actionable tips to boost