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Agenda

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Day 1 Monday, March 27

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access & Platinum Passes, upgrade required for Conference Passes
  • March 27
  • 1:15 pm - 2:15 pm
  • Opening Keynote

Ann Handley is a Wall Street Journal best-selling author, keynote speaker, and the world’s first Chief Content Officer. Ann speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers,

  • March 27
  • 2:30 pm - 3:00 pm
  • Stage 1

New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory.

  • March 27
  • 2:30 pm - 3:00 pm
  • Stage 3

While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign.  While the ad industry provides options ranging from a basic banner,

  • March 27
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Better understand the role of user behavior and interests when creating content strategies
  • Leverage platform insights to unlock lighthouse creative ideas
  • Build a content strategy for your brand utilizing Pinterest’s Workbench content framework
  • See how other Fortune 500 brands are leveraging Workbench to create compelling creative, inform merchandising and impact offline marketing
  • March 27
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Improve the clarity of your value proposition through qualitative experimentation
  • Combine data insights and user experience to create marketing experiences that are both delightful, and high converting
  • Use attention-driven design to focus your visitors on the conversion goal of your pages
  • Create a high-converting lead generation form
  • Hack your way to conversion insights with no technical help or stakeholder permission
  • March 27
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Version your content to appeal to disparate groups such as, lines of business, industries, net new vs customers
  • Design content to be consumed in multiple formats
  • Create a content plan that will appeal to how prospects choose to consume information
  • March 27
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Understand the difference between reporting and analytics
  • Walk away with our actionable 3 pillars of success
  • Learn how to break down different solution models
  • Be able to establish the right analytics and reporting approach for your organization
  • Equip your team for long-term analytics success
  • March 27
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Create videos that connect emotionally with your audience
  • Successfully get your videos approved by management
  • Avoid the small mistakes that kill a video’s chance of getting shared
  • March 27
  • 4:00 pm - 4:30 pm
  • Stage 2
Geoffrey Colon, Microsoft
Christi Olson, Microsoft
  • Using the analogy of a mobile and ownerless society, why owning everything on your digital properties and websites isn’t customer-centric or a best practice anymore
  • How the best creatives hack the rules to come up with innovative and creative marketing that drives more results
  • Why branded content is an oxymoron and it’s best to design your content like customers for better immersion
  • By thinking about how people live and behave in the world is the starting point of all modern marketing strategy and a total inversion from how marketing has been taught and executed for the last 50 years
  • March 27
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Avoid falling for generational stereotypes
  • Stay attuned to the next generation's consumption trends
  • Create content that connects with millennials
  • Use big data to your advantage
  • Leverage the biggest emerging trends in marketing
  • March 27
  • 5:30 pm - 6:00 pm
  • Closing Keynote
  • March 27
  • 6:00 pm - 7:00 pm

Opening Reception

Day 2 Tuesday, March 28

  • March 28
  • 8:30 am - 9:00 am
  • Stage 2
  • Identify your marketing funnel
  • Dissect growth tactics
  • Measure and evaluate performance
  • March 28
  • 8:30 am - 9:00 am
  • Stage 2
  • Step away from a constant state of worry
  • Operate in a place where creativity has room to express itself
  • Manage high-pressure situations with grace
  • March 28
  • 9:15 am - 9:45 am
  • Stage 1
  • Use publishers and influencers to create branded content that's far more effective (and less BS-filled) than traditional online advertising (e.g. pre-roll ads).
  • Craft branded content for maximum impact on social media
  • Effectively use humor to connect with young audiences
  • Identify the cutting edge tools you need to interact with young audiences better — i.e. messenger bots, live streaming video, and interactive tech
  • March 28
  • 10:00 am - 10:30 am
  • Stage 3
  • Leverage mobile customers as a built-in focus group
  • Test and iterate on new features quickly by collecting feedback from thousands of customers within days
  • Make data-backed decisions about the direction of the company to ensure you’re building a brand in-line with customer expectations
  • March 28
  • 10:00 am - 10:30 am
  • Stage 2
  • Reorient you around more audacious goals and higher levels of creativity
  • Uncover opportunities to experiment bravely
  • Enhance collaboration, conversation, ideation, and validation
  • Refine your goals to be more trackable and attainable
  • March 28
  • 11:00 am - 11:30 am
  • Stage 2
  • Take your marketing programs to the next level
  • Use new tactics and strategies for gathering and leveraging customer data
  • Deliver a more engaging mobile experience
  • Leverage social to increase engagement
  • March 28
  • 11:45 am - 12:15 pm
  • Stage 1
  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization
  • March 28
  • 11:45 am - 12:15 pm
  • Stage 3
  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization
  • March 28
  • 12:30 pm - 1:30 pm
  • Lunch Keynote
  • March 28
  • 1:40 pm - 2:10 pm
  • Stage 1
  • Integrate attribution and profiling
  • Implement a full lifecycle marketing program
  • Use a four step roadmap to success: Attribution, Data Ownership, Customer Profiling, and Predictive Activation
  • March 28
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Choose between outsourced and in-house content providers
  • Put the best people in content development roles
  • Use proven ways to get your writers on the same page
  • Build a sustainable process that will keep you producing great content -- without going insane.
  • March 28
  • 2:20 pm - 2:50 pm
  • Stage 2
  • Think about planning and executing an integrated digital campaign using all assets available
  • Understand how important storytelling is in getting a complex brand message across
  • Avoid mistakes when it comes to press and influencer outreach
  • March 28
  • 3:00 pm - 3:30 pm
  • Stage 1
  • Effectively position your brand around your purpose
  • Shape your content marketing strategy to attract the right audience
  • Leverage authenticity to build a durable, human brand
  • March 28
  • 3:00 pm - 3:30 pm
  • Stage 2
  • Understand ways that mobile and social content consumption are changing and converging
  • Use methods such as geotargeting to better reach your audience
  • Leverage native advertising to influence perception during the evaluation and purchase process
  • Envision what the future of mobile advertising looks like
  • March 28
  • 3:00 pm - 3:30 pm
  • Stage 3
  • Understand how a focus on outcomes makes us blind to obvious opportunities
  • Determine where our marketing energy is best expended, and why
  • Home in on the right inputs to deliver consistent results
  • March 28
  • 4:20 pm - 5:00 pm
  • Closing Keynote

Do you want to know the story behind the story of Microsoft? The launch of a new CEO, the world’s most high-wire demo and the story behind microsoft.com/stories. Steve Clayton has spent 10 years telling Microsoft stories as a hobby and 5 as a job.

  • March 28
  • 5:00 pm - 6:00 pm

Closing Reception

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