Agenda | Digital Summit Portland

Agenda

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

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Day 1 Tuesday, September 21

8:30am - 12:30pm

Unpacking the Decision Journey to Make Better Content

Masterclass
  • Lauren Teague, Convince & Convert
  • Lauren Teague

After this workshop, you’ll be able to:

  • Develop robust audience profiles for stakeholders
  • Build decision journey maps that identify audience motivations and ideal response
  • Analyze existing content efforts and identify gaps
  • Implement a system for creating relevant and impactful content
  • Plan for how to activate and build effective marketing campaigns
Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing

SEO in 2021: Win More Visibility in Customer Searches

Masterclass
  • Greg Gifford, SearchLab Digital
  • Greg Gifford

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

  • Understand how Google’s algorithm functions and which elements it uses for ranking
  • Identify technical issues that could be hurting visibility and user experience
  • Learn how to write content that customers love and Google rewards
  • Learn how to acquire links from other websites to help boost relevance
  • Learn how to gain more visibility in local searches
  • Learn how to optimize Google My Business
  • Learn how to use Google Analytics to track organic performance and site actions
  • Create a prioritized strategy for SEO in 2021
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Advanced Email Marketing: Tactics to Build Robust Email Programs

Masterclass
  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

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
Included with Platinum Passes, upgrade required for Main Event Passes
  • B2B
  • B2C
  • Email Marketing

1:15pm - 2:15pm

$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank

Keynote
  • Jon Youshaei, Former Instagram & YouTube
  • Jon Youshaei

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
  • Social Media

2:30pm - 3:00pm

How to Leverage Executives as Powerful Brand Advocates on Social Media

  • Casey Hall, Lumberjack Social
  • Casey Hall

After this session, you’ll be able to:

  • Secure social buy-in from executives for a social media activation
  • Develop a social media content strategy for your executives
  • Create a process for management or support of executive social media deployment
  • B2B
  • Social Media

Ricky Bobby’s Guide to Showing up in Local Searches

  • Greg Gifford, SearchLab Digital
  • Greg Gifford

After this session, you’ll be able to:

  • Understand the additional signals involved with Local SEO
  • Optimize both on-site and off-site signals to influence local search rankings
  • Optimize Google My Business for better visibility and better first impressions with customers
  • SEO & Search

3:15pm - 3:45pm

Leader or Follower? Why There’s No Gray Area in Effective Digital Transformation

  • Sharon Harris, Jellyfish
  • Sharon Harris

After this session, you’ll be able to:

  • Apply the “Know Your Customer” (KYC) operating model and increase efficiencies and effectiveness
  • Apply a step-by-step approach for A/B testing, planning and execution
  • Create a roadmap for future-proofing digital initiatives within your organization
  • Implement best practices based on outcome-focused client case studies demonstrating the four pillars in action
  • Marketing Operations

Put a GIF on it: The Secret to Making Audiences Smile

  • Lauren Teague, Convince & Convert
  • Lauren Teague

After this session, you’ll be able to:

  • Identify the best use cases for GIFs
  • Produce a creative brief for GIF design
  • Use GIPHY to publish and discover GIFs
  • Content Marketing
  • Customer Experience
  • GIFs

More Than Content: Building Communities Via Podcasts

  • Steve Pockross, Verblio
  • Steve Pockross

After this session, you’ll be able to:

  • Produce a podcast for your company’s brand that builds a community based on trust, shared interest, and genuine connection
  • Incorporate podcasts in your content marketing strategy and learn tactics for repurposing audio content
  • Successfully distribute your podcast content to grow your community, increase listenership, and boost brand affinity
  • Content Marketing
  • Customer Engagement
  • Podcasting

4:00pm - 4:30pm

The Modern Marketer’s Guide to Gaming, AR & NFTs

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Discover specific ways marketers can join in on the fun of the gaming future
  • Apply examples & tips to take advantage of AR experiences before Apple Glass gets here
  • Understand the marketing value of NFTs and what action steps to take in this space
  • Voice / AR / VR

#FeelingsMatter: Creating Emotional Customer Connections

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

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
  • Branding
  • Consumer Behavior

4:30pm - 5:30pm

Opening Reception

Day 2 Wednesday, September 22

8:30am - 9:00am

The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Discover the key cognitive biases and conversion triggers that affect your website visitors’ decision making
  • Replicate examples from some of the most successful brands to master the key principles of website persuasion
  • Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
  • Use content to position your brand as a trusted authority in your field to reduce friction
  • Content Marketing
  • SEO & Search
  • Website

9:15am - 9:45am

How To Get Pop-Culture Buzz on a Shoestring Budget

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Replicate strategies to start a cultural tidal wave with a limited or virtually no budget, using a case study from Adult Swim
  • Use pop culture to sell your marketing ideas and get invited to the meetings that matter
  • Implement methods to get the maximum buzz with minimal resources using the power of pop culture
  • Branding
  • Content Marketing

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

Preparing Your SEO Strategy for 2022 and Beyond!

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

After this session, you’ll be able to:

  • Understand the recent changes by Google and how to be compliant with these new standards
  • Create a targeted content strategy aimed at driving relevant organic traffic, as well as improve your authority and trust within Search Engines
  • Improve your overall user experience and core vitals to thrive with the ongoing 2021 Page Experience Update
  • Customer Acquisition
  • 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

Must-Have Automated Email Campaigns for Every Organization

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

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
  • Automation
  • Email Marketing

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Tapping Into Social Conversation to Build Brand Love

  • Chelsea Dueno, MGM Resorts International
  • Chelsea Dueno

After this session, you’ll be able to:

  • Extract the value that comes with immersing yourself in social platforms and the conversations happening around your brand
  • Determine how, where and when you should tap into social conversations (and most importantly, when you shouldn’t)
  • Build a non-bias analysis on social conversation and turn it into actionable items
  • Content Marketing
  • Social Media
  • Storytelling

SEO Tips for Pinterest and YouTube to Increase Site Traffic

  • Jerri Helms, HarperCollins Publishing
  • Jerri Helms

After this session, you’ll be able to:

  • Include platforms like Pinterest and YouTube in your SEO strategy and understand the benefits of doing so
  • Develop and leverage content for YouTube and Pinterest via competitive keyword research and data optimization
  • Know which free and paid tools to leverage for keyword research
  • SEO & Search
  • Social Media
  • Website

How to Create B2B Content That Won’t Put Your Audience To Sleep

  • Paxton Gray, 97th Floor
  • Paxton Gray

After this session, you’ll be able to:

  • Beat your Goliath competitors using tactics they can’t deploy
  • Analyze your audience in more effective ways to increase content success
  • Apply tools, frameworks, and tips that you can take home and implement ASAP to improve your B2B content
  • B2B
  • Content Marketing

11:45am - 12:15pm

Tossing Your Cookies: 2 Trends in 2021 Impacting Digital You Need to Know

  • Christi Olson, Microsoft
  • Christi Olson

After this session, you’ll be able to:

  • Understand important updates surrounding paid and organic search, and privacy/data
  • Be more purposeful and impactful with your search campaigns
  • Make your search marketing efforts more inclusive
  • Adapt your SEM to a cookieless world
  • Data & Analytics
  • Paid Advertising
  • Privacy
  • SEO & Search
  • Website

Instagram Marketing with Intention

  • Quinn Tempest, Create Your Purpose®
  • Quinn Tempest

After this session, you’ll be able to:

  • Create content that *actually* elicits engagement
  • Keep your editorial calendar organized + strategic
  • Stop ghosting your audience and show up consistently
  • Simplify your content creation process
  • Social Media

12:45pm - 1:45pm

The Power of Sound and Silence: How to Create Audio Worth Listening To

Keynote
  • Jenny Hoffman, Spotify
  • Jenny Hoffman

After this session, you’ll be able to:

  • Implement best practices for audio creation
  • Incorporate audio as a core element of your marketing strategy
  • Use silence to fuel your creativity
  • Uncover the most impactful audience and cultural insights to develop creative ideas
  • Introduce brainstorming techniques to use with your team
  • Voice / AR / VR

2:00pm - 2:30pm

5 Common Social Media Marketing Mistakes and How to Avoid Them

  • Heidi Williams, Portland State University
  • Heidi Williams

After this session, you’ll be able to:

  • Recognize common social content missteps and apply creative alternatives
  • Utilize key elements of compelling, high-performing content
  • Increase awareness for value-added vs self-promotional content
  • Implement practical tools and methods to get better results
  • Content Marketing
  • Social Media

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

How Brands Can Use NFTs to Engage Consumers and Generate Revenue

  • Kent Lewis, Anvil Media Inc
  • Kent Lewis

After this session, you’ll be able to:

  • Understand the key NFT benefits and challenges faced by brands and marketers
  • Apply best practices from current examples of NFT brand campaigns
  • Implement core strategies for campaigns to help create your own NFT roadmap
  • Ecommerce

2:45pm - 3:15pm

How Our Divided Brains Affect Social Engagement

  • Joe Federer, [An Internet Reference]
  • Joe Federer

After this session, you’ll be able to:

  • Understand how the left and right hemispheres of our brains evolved to perform distinctly different tasks, and apply these insights to improve your social media strategy
  • Apply best practices to generate mass fanaticism on social media and re-evaluate tactics that fail to drive basic engagement
  • Balance moments of surprise and novelty with brand consistency
  • Model optimal first impressions and maximize audience engagement
  • Social Media

3:30pm - 4:00pm

Building High-Performing Teams that Deliver Innovative Customer Experiences

  • Ted Battaglia, Nationwide
  • Ted Battaglia

After this session, you will be able to

  • Build environments where people are empowered to take ownership over their work, leading to better and more innovative customer experience outcomes
  • Promote agility by prioritizing work based on user needs, business goals, and technology
  • Create minimal viable products and iterate from them
  • Identify and avoid pitfalls that affect your team’s success
  • Customer Experience
  • Marketing Operations

How to Create a Complete Measurement Strategy for your Digital Experiences

  • Jason Lucey, PK Global
  • Jason Lucey

After this session, you’ll be able to:

  • Understand the role of measurement strategy
  • Provide performance focused leadership to marketing teams
  • Understand the evolving role of analytics thinking in digital experience planning
  • Build a measurement strategy using specific tools and techniques
  • Data & Analytics
  • Measurement

4:00pm - 5:00pm

Closing Reception