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, July 12

8:30am - 12:30pm

Decoding SEO: How to Build Your Online Visibility – Without the Technical Jargon

Masterclass
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

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
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Organizing your Digital Properties to Connect Data to Business Decisions

Masterclass
  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Audit Google Analytics set-up for proper data flow and collection on your site plus see why setting up alerts are so important
  • Judge your current Google Analytics goals for engagement and conversions
  • Build custom funnel segments in Google Analytics to compare user flows on your website
  • Understand the different attribution models in Google Analytics and the pros and cons of each
  • Tackle Google Tag Manager with tricks and a cheat sheet for creating triggers and tracking
  • Learn the basics of Google Data Studio as an automation tool for reporting. You’ll discover how different data sources connect to the report and how to edit existing reports as you add your own filters
  • Follow along as we build a Data Studio report from scratch. You’ll be able to identify the question you want to answer, find the answer in Google Analytics, and apply design principles of data to show the value of your work to internal and external stakeholders
Included with Platinum Passes, upgrade required for Main Event Passes
  • Data & Analytics

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

Opening Keynote

Keynote
  • Tiffani Bova, Salesforce
  • Tiffani Bova

2:30pm - 3:00pm

Unlocking NFTs and The Metaverse for Marketers

  • Carlos Gil, Bestselling Author & NFT Advisor
  • Carlos Gil

After this session, you’ll be able to:

  • Reach a new audience of consumers through blockchain technology, including NFTs and the Metaverse
  • Create NFTs for your brand which unlocks real-world utility for your customers
  • Invest in NFT communities which will yield more significant ROI for your brand than Facebook Ads
  • Apply a framework to help you enter virtual worlds such as Decentraland and Sandbox without alienating a younger audience
  • Implement best practices from notable organizations, including Adidas, Chipotle, Visa, Pepsi, Budweiser, and others
  • Have the answers that you need to enter this new world and effectively market in Web3
  • Consumer Behavior
  • Emerging Technology

3 Ways to Revolutionize Your Email Open Rates

  • Emily McGuire, AWeber
  • Emily McGuire

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”
  • Email Marketing

How to Write Content That Ranks

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

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
  • Content Marketing
  • SEO & Search

3:15pm - 3:45pm

Storytelling’s Greatest Hack

  • Eric Thomas, City of Detroit
  • Eric Thomas

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
  • Storytelling

What’s Trending? How to Break Free from the Buzzwords for Hyper-Focused SEO

  • Rachel Hernandez, The HOTH
  • Rachel Hernandez

After this session, you’ll be able to:

  • Determine where to focus your efforts to get the most bang for your ROI buck
  • Adapt to recent changes in SEO and what Google expects from businesses today
  • Apply hyper-focused SEO strategies that not only generate traffic but increase conversions
  • SEO & Search

4:00pm - 4:30pm

How to Increase Conversion Rates By 35% in 120 Days

  • Ayat Shukairy, Invesp
  • Ayat Shukairy

After this session, you’ll be able to:

  • Identify the right items you should test and effectively measure the impact on your bottom line
  • Set up a work flow (technology and process) to maximize efficiency with your lead conversion program
  • Use proven resources and timelines to hit the ground running and start increasing your conversion rates
  • Lead Gen / Conversion / Retention

Results Driven SEO Strategy & Tactics For The Busy Marketer

  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

After this session, you’ll be able to:

  • Identify and take action on the SEO tasks that will get quick results
  • Create page structures that will get you optimal traffic from your targeted searchers
  • Determine the tools that will make your SEO work a whole lot easier
  • SEO & Search

4:30pm - 5:00pm

Opening Reception

Day 2 Wednesday, July 13

8:30am - 9:00am

Future-Proofing Your Digital Brand: 3 Ways to Prepare for Post-Pandemic Marketing, the Metaverse, and Web 3.0

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Leverage effective post-pandemic marketing strategies
  • Apply innovative tactics for marketing in the metaverse
  • Successfully take your brand from Web 2.0 to Web 3.0
  • Branding
  • Consumer Behavior
  • Customer Experience
  • Emerging Technology

Believe in the Data: Taking the Fear Out of Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

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

  • Use a checklist to successfully start transitioning to GA4
  • Organize your website goals for easy transition into conversions
  • Better understand “predictive audiences” and how to take advantage of them
  • Utilize all the best tricks to creating events and building out a sharable report
  • Data & Analytics

Content Deep Dive: How to Audit, Improve, and Generate New Content

  • Ashley Segura, TopHatContent
  • Ashley Segura

After this session, you’ll be able to:

  • Perform your own content audit (with a spreadsheet template to take home)
  • Create content that outranks the competition (and analyze competitor content)
  • Generate hundreds of new topic ideas (that your ideal audience is searching for)
  • Update your existing content and identify which topics to reuse (the optimized way)
  • Develop a content strategy that converts (and the spreadsheets to keep you organized along the way)
  • Content Marketing

9:15am - 9:45am

Conversion Optimization for the Hero’s Journey

  • Brian Massey, Conversion Sciences
  • Brian Massey

After this session, you’ll be able to:

  • Understand the stages of the hero’s journey and apply the insight to your messaging efforts
  • Implement persuasive techniques to drive increased conversions
  • Avoid hurting your brand when using conversion optimization tactics
  • Lead Gen / Conversion / Retention
  • Storytelling

Crossing The Sonic Color Line: Strategies for Sonic Diversity

  • Steve Keller, SiriusXM
  • Steve Keller

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
  • Audio
  • Diversity & Inclusion

10:00am - 10:30am

7 Unknown Tips to Make You an SEO/PPC Superstar

Sponsored by Bruce Clay
  • Mike Weiner, Bruce Clay, Inc.
  • Mike Weiner

After this session, you’ll be able to:

  • Adapt to algorithm changes faster than your competitors
  • Arrange your website content in a hierarchy that increases relevance
  • Avoid SEO practices that could hurt your site in the long run
  • Save TONS on Google PPC spend while protecting your brand

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • SEO & Search

A Blueprint for Data-Driven Recruitment Marketing

  • Celinda Farias Appleby, Visa
  • Celinda Farias Appleby

After this session, you’ll be able to:

  • Build your squad of internal and external brand champions to support your attraction projects
  • Identify and leverage internal and external data to ground your research
  • Understand why personalization is so important in this talent market, and how to create personas
  • Data & Analytics

10:30am - 11:00am

Networking Break

11:00am - 11:30am

The Art of Insta-Storytelling

  • Meredith Howard, Deloitte
  • Meredith Howard

After this session, you’ll be able to:

  • Understand how to better use Instagram Stories to attract, retain, and convert your key audiences
  • Learn best practices for elevating your use of Stories
  • Determine how to measure the success of Stories content
  • Instagram
  • Social Media

11:45am - 12:15pm

Creativity, Content and Whiplash: How to Build a Consistent Digital Voice

  • Matt Ingwalson, Executive Creative Director
  • Matt Ingwalson

After this session, you’ll be able to:

  • Set up a new-model team that moves seamlessly between creative and content projects
  • Plan content-driven ecosystems that work for all audiences, even senior citizens
  • Find efficient ways to create consistency and accountability across channels
  • Branding
  • Content Marketing

How to Make Paid Social Your Largest Revenue Driver

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Identify and advertise to every target account in your total addressable market
  • Apply tips and tactics for getting your ideal customer persona to convert directly into a sales meeting from paid social campaigns
  • Access proprietary industry benchmark data across cost per conversion, cost per lead, cost per opportunity, cost per customer, and more
  • Replicate the exact copy, creative, offers and call to actions Directive uses across millions of dollars of spend to drive tens of millions in revenue
  • Paid Advertising
  • Social Media

12:15pm - 1:15pm

Lunch Pickup & Break

1:15pm - 1:45pm

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

9 Tips to Power Charge Your Marketing Career

  • Mary Killelea, Intel
  • Mary Killelea

After the session, you’ll be able to:

  • Harness the specific traits you need to power charge your career
  • Improve your communication skills
  • Think holistically for your next career move
  • Professional Development

2:00pm - 2:30pm

Game On: Apply In-Game Advertising Strategies to the Metaverse

  • Nicole Mancino, Frameplay
  • Nicole Mancino

After this session, you’ll be able to:

  • Identify the nuances between gaming and the future metaverse, and how to gauge legitimate advertising opportunities in virtual worlds
  • Learn why some in-game placements are fundamentally unique from traditional forms of digital advertising like web- or mobile-based buys (Hint: because they are integrated into the game engine itself!)
  • Develop a clear strategy on how to properly measure new placements like intrinsic ad contexts in virtual worlds
  • Emerging Technology
  • Paid Advertising

The Reply: How to Drive the Most Impactful Email Metric

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

2:45pm - 3:15pm

What’s the Story? Amplifying Equitable Brand Messaging

  • Cherise Bernard, McCann New York
  • Cherise Bernard

After this session, you’ll be able to:

  • Apply key concepts of equity for audiences in your marketing and branding
  • Glean from key examples of brand campaigns that are “doing it well”
  • Implement practical strategies to differentiate your content marketing strategy towards inclusivity
This session is for any digital marketer who wants to understand how to reach broader audiences with a focus on inclusion and equity.
  • Branding
  • Content Marketing
  • Customer Experience
  • Diversity & Inclusion
  • Storytelling

4:00pm - 5:00pm

Closing Reception