Agenda | Digital Summit Seattle

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 Wednesday, September 07

8:30am - 12:30pm

SEO in 2022: 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 2022

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

1:15pm - 2:15pm

Opening Keynote

Keynote
  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

2:30pm - 3:00pm

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

  • Cary Tilds, Frameplay
  • Cary Tilds

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

Future Proof Your Digital Marketing with Data Privacy

After this session, you’ll be able to:

  • Better understand recent changes to the data collection and privacy landscape
  • Improve your marketing operations to support data collection while building trust in your brand
  • Build operations and structures that allow for experimentation while protecting users

This session is for data-driven marketers who want to remain compliant and build customer trust, without sacrificing customer experience.

  • Customer Experience
  • Data & Analytics
  • Privacy

3:15pm - 3:45pm

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

The Secrets of Product Marketing and Business Success

  • Jessica Muñoz, LiveIntent
  • Jessica Muñoz

After this session, you’ll be able to:

  • Better illustrate the value of your products to draw your customers in
  • Implement product-led marketing campaigns to boost overall company success
  • Develop a people-based marketing strategy to help shape the consumer/product relationship

  • Branding
  • Customer Experience
  • Storytelling

4:00pm - 4:30pm

A Balanced Attack: Creating and Enhancing a Communication Skill Set in the Workplace

  • Dan Devone, BETTTY
  • Dan Devone

After this session, you’ll be able to:

  • Communicate more effectively as an individual and part of a team (in both the work space and socially)
  • Utilize the keys to a healthy and productive co-existence with modern technology
  • Prepare for and combat the fear associated with A.I. (artificial intelligence) and other technology that could have big impacts on the way we communicate and interact with each other

  • Culture, Impact & Leadership
  • Marketing Operations

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

4:30pm - 5:30pm

Opening Reception

Hosted by Haensel AMS - CDI2

Day 2 Thursday, September 08

8:30am - 9:00am

The Digital Advertiser’s Guide to Privacy Maturity

  • John Lee, Microsoft
  • John Lee

After this session, you’ll be able to:

  • Evaluate your privacy and data maturity
  • Level up your business by improving how you collect and manage your data
  • Create better marketing programs and create stronger relationships with your customers

  • Data & Analytics
  • Privacy

9:15am - 9:45am

Preparing Your SEO and Content Strategy for 2023 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 Page Experience Update
  • Content Marketing
  • SEO & Search

How to Use Immersive Technology to Turn Your Customer into a Brand Ambassador

  • James Giglio, MVP Interactive
  • James Giglio

After this session, you’ll be able to:

  • Apply best practices and proven storytelling techniques when creating content in AR, VR, and XR… and have it Metaverse ready
  • Integrate your physical space with a digital experience
  • Make consumers active participants and impact their buying experiences, while increasing sales
  • Duplicate real life examples from brands, highlighting implementation and success with using immersive technology to connect with consumers

  • Consumer Behavior
  • Customer Engagement
  • Customer Experience
  • Emerging Technology

10:00am - 10:30am

Content First Omnichannel Planning

  • Patty Radford Henderson, Annum
  • Patty Radford Henderson

After this session you’ll be able to:

  • Garner top-down alignment on an omnichannel approach to strategic planning
  • Establish an overarching and prioritized content plan
  • Develop cross channel content programming

Who should attend? This session is for marketers who are striving to deliver more integrated omnichannel experiences and need some quick wins to get things moving in the right direction.

  • Content Marketing

Freddy Krueger’s Guide to Scary Good Reporting

  • Greg Gifford, SearchLab Digital
  • Greg Gifford

After this session, you’ll be able to:

  • Understand why most SEO reports are overloaded with data and pointless metrics
  • Create actionable reports that your clients or leadership team love
  • Learn which metrics to include… and which ones you should drop immediately
  • Data & Analytics
  • SEO & Search

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Unlocking the Secret to Effective Paid Search Campaigns

  • Jaimee LaTorra, Rover.com
  • Jaimee LaTorra

After this session you’ll be able to:

  • Understand if running paid search makes sense for your company
  • Comfortably navigate Google Ads and audit the most important areas
  • Extract insights from Paid Search for use in other channels
  • Save your company tons of wasted PPC spend

This session is for digital marketers who are experienced in other marketing channels and want to feel more confident navigating Google Ads.

  • Paid Advertising
  • SEO & Search

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

11:45am - 12:15pm

Problem Solving Tactics for SEO Success

  • Corey Morris, Voltage
  • Corey Morris

After this session, you’ll be able to:

  • Recognize specific SEO challenges and areas that can tank the best strategies and plans
  • Engage with the right stakeholders and navigate through to specific resolutions to your SEO problems
  • Find the space in between strategy and tactics to solve problems before they happen and when in the midst of them

This session is for digital marketers who are responsible for or connected with SEO strategy, tactical execution, or are stakeholders to SEO performance and success.

  • SEO & Search

Exposing the Failure of B2B Inbound Marketing: Generate Content that Empowers Your Sales Team

  • Pragadish Kalaivanan, Toucan Toco
  • Pragadish Kalaivanan

After this session you will be able to:

  • Generate B2B content differentiated by stages of the sales cycle
  • Build traditional and social content that empowers your sales team
  • Align marketing and sales to create an educational experience for your prospects

  • B2B
  • Content Marketing
  • Lead Gen / Conversion / Retention

12:15pm - 1:15pm

Lunch Buffet & Break

1:15pm - 1:45pm

The Power of Storytelling: How to Humanize Your Brand

  • Gina Michnowicz, The Craftsman Agency
  • Gina Michnowicz

After this session, you’ll be able to:

  • Listen and evolve your brand voice to better engage with your audience
  • Drive conversations, loyalty, and ROI through the creation and delivery of intentional content
  • Utilize your social media platforms to tell an effective story that connects with target audiences

This session is for digital marketers looking to reframe their brand strategy to share effective stories and build meaningful connections with their customers.

  • Branding
  • Content Marketing
  • Customer Experience
  • Social Media
  • Storytelling

The New Rules of Email Marketing

  • Ben Kaplan, TOP
  • Ben Kaplan

After this session, you’ll be able to:

  • Use more advanced metrics beyond opens and clicks to help optimize your campaign
  • Utilize different technologies and systems to get more deliverability
  • Design your emails to enable people to process information more quickly
  • Make your emails more relevant with personalization and dynamic content
  • Use time triggers to increase conversion
  • Set up automation and follow up sequences to increase overall engagement
  • Go from individual emails to a more marketing automation approach
  • Know when to do fancy design or plain text email

  • Email Marketing

Branded Video Content Programs That Last

  • Angélique Pendley, Tommy Bahama
  • Angélique Pendley

After this session, you’ll be able to:

  • Launch robust, brand-enhancing video programs with a solid foundation for successful, durable, and expandable results
  • Continue to seamlessly expand upon and measure the success of your content programs in a modular fashion
  • Apply key session takeaways to a vast array of campaigns and marketing initiatives, whether working with an internal creative team or outside agency
  • Content Marketing
  • Strategy
  • Video Marketing

2:00pm - 2:30pm

Three Mistakes Killing Your Content on Facebook (and How to Fix Them)

  • Heather Dopson, Heather Dopson and Associates
  • Heather Dopson

We’re Not So Different You and I: Blending Content and Product Offerings

  • Zack Davisson, Booyah Advertising
  • Zack Davisson

After this session, you’ll be able to:

  • Effectively blend your content and products to create a culture within your company where content is seen as connected and impertive to the broader strategy
  • Orient your product and content strategies around data-driven storytelling
  • Define the relationships between content and product teams, making it easier for everyone involved to understand each other
  • Keep these core questions at the center of both your content and product teams’ work: How are we helping? Why should our customers care? How do we deliver those answers most effectively?

  • Content Marketing

2:45pm - 3:15pm

Data-Driven SEO & Content Strategy to Reduce Your Customer Acquisition Costs

  • Prashant Puri, Adlift
  • Prashant Puri

After this session, you’ll be able to:

  • Reduce your overall customer acquisition costs
  • Synergize efforts between SEO and Paid Search
  • Leverage consumer behavior to model their content marketing strategy – decide with data

  • Consumer Behavior
  • Content Marketing
  • Data & Analytics
  • SEO & Search

4:00pm - 5:00pm

Closing Reception