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Social Media advanced May 9th, 8:00am - 1:00pm Communicorp Ballroom 8:00am - 9:00am - Session 1 Integrating Social into Overall Marketing Plans - Mobile, Search & Email Speaker: Joellyn “Joey” Sargent Results matter. If you’re struggling to see the bottom line impact of social media, it’s time to take a broader view. This session will demonstrate how social adds spice to a comprehensive marketing strategy. Mix it up with generous measures of mobile, search and email. Add a dash of traditional marketing for maximum impact. Explore successful examples of companies that got the recipe right while learning how to create your own blue-ribbon strategies for lead generation, brand awareness and customer engagement. We’ll address tactics and techniques like gamification, multi-channel promotions and when to take digital connections offline, as well as how to set goals, track progress and measure those all-important results for maximum marketing ROI. 9:15am - 10:15am - Session 2 Measuring Social Media through Marketing and Sales Integration Speaker: Michael Loban Many organizations use a variety of marketing strategies to work toward a common goal. Today we market through a variety of channels – Social Media, Email, Search as well as traditional print and snail mail campaigns – to compete and increase our market share. All these methods are designed to help organizations sell more products and services – the challenge is creating a fluid, unified strategy providing an opportunity to measure ROI. This session will discuss how a defined process will enable you to track which social channels translate into the most traffic, leads and sales. We’ll also look at how using a variety of analytics tools to track how social media to drive website traffic and convert that traffic into customers and sales. Using case studies of both large and small organizations we’ll examine how companies can use social media to gain wins for both B2B and B2C. 10:30am - 11:30am - Session 3 Taking Social Media to the Next Level; Facebook Apps, Contests and Sweepstakes on Twitter & Facebook and Mobile Speakers: Bill Leake and Mark Cooper Facebook Apps increase your reach and engage your customers, but where to start? How do you create an App to work with Facebook? Where can you go to find a reliable developer? How do you host an Facebook App? What rules do you have to comply with? What privacy measures do you have to take? Bill Leake, Apogee Results, will discuss what you need to know, do to get started and how to be successful with Facebook Apps and what to do with all those fans once you’ve engaged them. Who doesn’t like free stuff? Mark Cooper, Offerpop, will demystify the steps you need to take to legally execute contests & sweepstakes on Facebook, Twitter & mobile devices. Mark will show you how to engage customers to build your fan base and detail the steps from fan acquisition to fan engagement to converting fans into customers and advocates. 11:45am - 12:15pm Lunch & Networking Break 12:00pm - 1:00pm - Session 4 Emerging Social Trends, Technologies and Tools Speaker: Jenny Schmitt Get ready for this fast-paced session designed to bring you to the edge of social media today and the share tools and technologies changing the way we behave. In the era of the active, social consumer, you’ll understand how, where and why consumers interact online and how you can best meet their needs. Get an interactive look at the newest tools and technologies shaping the trends that affect your brand and your bottom line. Find the ways to get ahead of the curve and get the competitive advantage through: • An understanding of where and how consumers are interacting on social networks • An understanding of the four major trends in social media • A preview of the emerging technologies and soon-to-be release tools that will influence our behaviors and experiences with the world around us • The resources you can access to stay ahead of the curve and the competition Feed your inner geek and walk away with data, trends, and the cool social tools coming our way. @brandsprout @ideserveajob @marketing_bill @markerpop @cloudspark 11 www.digitalsummit.com Joellyn “Joey” Sargent Principal, BrandSprout LLC Joellyn “Joey” Sargent is principal of BrandSprout LLC, a strategic marketing and management consulting firm that helps companies turn daunting business challenges into compelling success stories. An avid fan of technology and innovation, Joey’s approach merges new media with traditional marketing. Before founding BrandSprout, Joey spent 20 years leading marketing strategy for businesses ranging from start-ups to the Fortune 500, including UPS and BellSouth (now AT&T). As a senior marketing executive, she had global responsibility for branding, marketing strategy, communications and product management functions. Joey has been quoted in Fox Business, Huffington Post and Social Media Today. Michael Loban CMO, InfoTrust, LLC Michael Loban is a CMO of InfoTrust, a digital marketing company that helps organizations analyze their digital marketing presence and increase their marketing ROI through web analytics, conversion optimization and CRM integration. He is Google Analytics Qualified Individual and holds a certification in Digital Marketing from Columbia University. Michael has conducted over 250 workshops on web analytics, website conversion optimization, CRM integration and social media. Recently, he co-authored a book on Practicing Leadership that is being used by colleges across the country. Bill Leake CEO, ApogeeResults.com As a McKinsey & Co. and Dell Computer veteran, Bill draws on a deep expertise in both business and marketing to help increase revenues for a wide range of clients. Bill has guided Apogee-branded marketing companies from inception to success, creating of the 20 largest independent online marketing agencies in North America and one of the fastest growing companies on the Inc. 500 list. Apogee has been particularly instrumental in building dozens of “Internet Retailer 500”, “Software 500”, and VC-backed companies, growing more Inc. 500 / 5000 companies than anyone else in the industry, and serving top global brands like Whole Foods, IBM, SAP and Hewlett Packard. Mark Cooper Co-Founder & CMO, Offerpop As co-founder of a technology based company that is required to innovate constantly, Offerpop CMO Mark Cooper lives at the forefront of Facebook innovation - serving clients such as Audi, AmEx, Gap, Birchbox and more. Mark has nearly 20 years of experience in management, marketing and strategy. Prior to Offerpop, Mark helped launch Frontal, an open source language for rich media. Before that, Mark was Sr. Director of Product Marketing at ESPN for their mobile business. Jenny Schmitt President & Senior Spark, CloudSpark Jenny Schmitt is the First Employee and Senior Spark at CloudSpark, an award-winning strategic communications and social media company that specializes in helping new and emerging companies answers the key questions of “What now?” and “What next?” With experience, expertise, inspiration – and a spark or two – the company provides answers that help business stand out and achieve results. A veteran public relations and marketing professional and sought-after public speaker, Jenny is a frequent media contributor and has been quoted in USA Today, The Wall Street Journal, BrandWeek, Ragan’s PR Daily, Nielsen’s Small Business among others; an author as well, she regularly contributes to the online world through blogs relating to social media and public relations. @diGiTalSUMMiT_ #dSUM12
Social Media FUndaMenTalS May 9th, 8:00am - 1:00pm Ballroom 2 8:00am - 9:00am - Session 1 Creating a Plan, Setting Goals and Understanding Options for Social Media Use Speaker: Maria Peagler Too many marketers enter the social media realm without a plan, end up overwhelmed and overworked, with little in the way of actual results to show for their efforts. That stops now. In this hands-on session, you’ll learn the six elements of social media strategy and how they guide every aspect of your marketing campaigns. In this no-nonsense workshop, you’ll get advice that puts your business goals first, integrating social media into your overall marketing plan, not the other way around. Don’t fall for the “engaging” is enough mantra: if your job is to market, you need to show results. You’ll learn solutions for which social networks get results and which are a waste of time (the answers will surprise you), how to develop the “secret sauce” of your social media campaign that showcases your brand’s personality and connects with customers, effective time management, which advertising platforms generate best ROI, and how to run the social marathon and the sprint to capture your audience’s attention and deliver results. 9:15am - 10:15am - Session 2 Harness the Power of Facebook - both Organic and Paid Options Speaker: Garrett Kuk With Facebook’s ever-changing platform, marketers, agencies, and business owners need to stay current on the latest developments to properly invest their resources. We will explore the evolving landscape for organic and paid visibility on Facebook, how the new Timeline format impacts brands, privacy & publicity strategies, and case studies of businesses & organizations who are active and effective. We’ll discuss recent innovations/additions to the Facebook Insights platforms, and how businesses can interpret consumer behavior data. We’ll cover both “big picture” strategies to identify ROI as well as implementation tactics for best results. You won’t want to miss this informative program! 10:30am - 11:30am - Session 3 Twitter, LinkedIn and Content Generation Speaker: Kelly Quattlebaum Social Media Trainer and Public Speaker Kelly Quattlebaum will walk you through the world of content generation on Twitter and LinkedIn. You will learn to optimize your content not only for search engines, but also for time. During this session both automated and traditional approaches will be explored, with a focus on optimization. She will discuss various types of content, SEO tips for content generation, content generation software, Tweet optimization and scheduling, customized URL shortening, Twitter and LinkedIn integration, maximizing LinkedIn status updates, LinkedIn group discussion board strategies, LinkedIn company profile enhancements and video integration strategies for LinkedIn. 11:45am - 12:15pm Lunch & Networking Break 12:00pm - 1:00pm - Session 4 Understanding [Free or Inexpensive] Tools to Measure Social Media Success Speaker: Brandy Nagel Many tools are available for monitoring and measuring social media success. We will review a variety of these tools – specifically the free and affordable programs – to find the right combination for your needs. This will be a hands-on session with laptops open as we compare the tools used to measure Twitter, Facebook, LinkedIn and other social media platforms. @diGiTalSUMMiT_ #dSUM12 @sm_onlineclass @garrettkuk @kquattlebaum @benag 12 www.digitalsummit.com Maria Peagler Founder, SocialMediaOnlineClasses.com Maria Peagler is founder of SocialMediaOnlineClasses.com, offering the world’s largest selection of 24/7 courses on Facebook, LinkedIn, Twitter, Pinterest, YouTube, Slideshare, and more. Her articles and infographics have been featured worldwide on blogs such as Alltop, AllFacebook, and SmartBlogs on Social Media. She is a serial entrepreneur, and a Benjamin Franklin award-winner for a Best Book of 2010. She drove sales of her eighth book exclusively with social media, going from unknown to Amazon’s top ten list for its category for two years - despite the down economy. Peagler is former Director of Courseware Development for ExecuTrain, the nation’s largest computer training company, and is a veteran technology trainer who specializes in making the complex simple. Garrett Kuk Social Media Strategy Partner, Speakeasy Media Garrett Kuk is the founder of Speakeasy Media, a Digital Customer Strategy consultancy in Atlanta. He is a social media early adopter, and helps businesses grow and differentiate themselves via their online presence and meaningful customer engagement. He specializes in helping organizations understand social media’s role within the overall customer purchase pathway, from creating brand awareness and attracting new customers, to building loyalty and g athering actionable customer feedback. He has successfully implemented new digital and internet-based technologies in a variety of industries, including wealth management, professional and collegiate sports, healthcare, travel & tourism, nonprofits, and food and beverage industries. Kelly Quattlebaum Social Media Trainer & President, Global Marcoms Social media trainer Kelly Quattlebaum is the President of Global Marcoms, a full-service marketing and communications company based in Atlanta that offers social media and Internet Marketing consulting and training, as well as marketing, public relations and business development support for businesses. Kelly is an expert on social networking, specializing in LinkedIn, Facebook, Twitter and foursquare. She shares her knowl edge with others as a social media trainer and public speaker, hosting a series of seminars that provide social media training for executives. Her passion is the art of communication. With more than 10 years of international business experience, Kelly has a deep understanding of intercultural communication and speaks English, Spanish and Brazilian Portuguese. Brandy Nagel Marketing Catalyst, nagliTech As a Social Media and LinkedIn Coach, Brandy Nagel has traveled the Southeast speaking and teaching high-profile executives how to use social media for business and career development at over 40 organizations. She holds an MBA from Mercer University and volunteers with MicroMentor, helping entrepreneurs develop social media marketing plans to grow their business. Previous clients include Pennzoil, Quaker State, Tony Roma’s Restaurants, Simmons Bedding Company and more. Most recently, Nagel worked at Georgia Tech’s Innovation Institute as a Marketing Catalyst. Her book, Digitally Famous: Visibility Campaigns for Job Seekers is available on Amazon and Kindle.
Page 4 and 5: Welcome to Digital Summit 2012! On
Page 6 and 7: ConferenCe agenda: Wednesday, May 9
Page 8 and 9: ConferenCe agenda: ThUrsday, May 10
Page 10 and 11: VenUe and ConferenCe Map www.digita
Page 14 and 15: conTenT, deSiGn & USabiliTy May 9th
Page 16 and 17: OpenInG KeynOTe SeSSIOn: ALexIS MAy
Page 18 and 19: USAbILITy & DeSIGn Wednesday, May 9
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Page 32 and 33: pAneL: cUSTOMer enGAGeMenT STrATeGI
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