Agenda | Digital Summit Atlanta

Agenda

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

Session Filters

Day 1 Wednesday, August 11

8:30am - 12:30pm

The Shift: The Digital Content Strategy To Transform Your Busine$$

Masterclass
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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

  • Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
  • Strategize, ideate and create engaging user-focused content for each stage in the customer journey
  • Know where, when and how to publish content in the right digital channels
  • Understand what’s working, what’s not, and how to test with measurement and CRO
  • Manage your ‘connected’ audience and prove the value it creates for your organization
  • Evaluate your investment, ROI and how to communicate that with the C-Suite
Included with Platinum Passes, upgrade required for Main Event Passes
  • Content Marketing

Secrets of the Email Marketing Strategist

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Evaluate so-called best practices and industry advice through a critical lens
  • List the components of a complete email program
  • Understand the difference between vanity metrics and meaningful KPIs
  • Identify the key campaigns that drive customers toward loyalty
  • Know when A/B testing makes sense – and when it doesn’t
  • Clear the roadblocks that are hampering the maturity of your email program
  • Apply a prioritization methodology to zero in on strategies will move the needle
  • Impress the boss with an email program roadmap for 2022 and beyond
Included with Platinum Passes, upgrade required for Main Event Passes
  • Email Marketing

Become an SEO Rockstar: Actionable Strategies, Tactics & Tools

Masterclass
  • Mindy Weinstein, Market MindShift
  • Mindy Weinstein

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

  • Troubleshoot and fix common technical errors that hurt rankings and traffic
  • Prepare for site migrations (including https) and re-designs
  • Analyze your audience for SEO purposes · Map keywords to the buyer’s journey
  • Find and pursue additional SERP opportunities, such as featured snippets, image and video results
  • Audit your existing content to find hidden gems and problem areas
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

1:15pm - 2:15pm

Opening Keynote: Jon Youshaei, Instagram

Keynote
  • Jon Youshaei, Instagram
  • Jon Youshaei

2:30pm - 3:00pm

How the Big Dogs Optimize for Searcher Intent

  • Daniel Russell, Go Fish Digital
  • Daniel Russell

After this session, you’ll be able to:

  • Understand why searcher intent is the future of content and SEO
  • Familiarize yourself with the changes Google is making to its algorithm that will change how we make content
  • Track content changes on industry leading (and competitor) websites
  • Determine if website updates are deliberately guided by data or subjective
  • Apply tactics today to start learning from your competitors and the leaders of your industry
  • Content Marketing
  • SEO & Search

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

How to Work With Sales for Better B2B Leads

  • Dave Meyer, BizzyWeb
  • Dave Meyer

After this session, you’ll be able to:

  • Identify what sales really needs from a quality lead
  • Set a process for handing marketing leads over to the sales team
  • Align the goals of Sales & Marketing and close the feedback loop
  • B2B
  • Lead Gen / Conversion / Retention

3:15pm - 3:45pm

Digital Analytics in 2022 – Part 1: Getting to Know Google Analytics 4

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

After this session, you’ll be able to:

  • Learn what an event-based data model is
  • Know what the GA4 configuration/set-up process involves
  • Make decisions on whether (1) you need to stop using your existing Google Analytics account and (2) if you can still create a new account with the older (Universal Analytics) version of Google Analytics
  • Understand how GA4, Google Tag Manager and Google Data Studio can work in harmony
  • Data & Analytics

“New Normal” Shouldn’t Mean Old Social: Effectively Audit Your Social and Content Tactics During a Period of Change

  • Ashley Sasnett, Equifax
  • Ashley Sasnett

After this session, you’ll be able to:

  • Workshop with your team/boss/colleagues as to what the “new normal” should be for the brand
  • Use a checklist to help guide decisions on what to keep, what to kill, and what to edit
  • Apply techniques for communicating out changes so to reduce friction within your organization
  • Content Marketing
  • Social Media

Grow Your Influencer Program to Reengage Consumers in a Post-COVID World

  • Joy Terrell, Jackson Spalding, Inc.
  • Joy Terrell

After this session, you’ll be able to:

  • Measure and report the ROI of your influencer partnerships
  • Get more out of influencer content by giving it multiple lives
  • Make a splash even with limited influencer compensation budget
  • Influencer Marketing

4:00pm - 4:30pm

Digital Analytics in 2022 – Part 2: Consumer Privacy’s Impact on Digital Marketing

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

After this session, you will be able to:

  • Make sense of current and recently introduced factors (e.g. GDPR, CCPA, iOS updates, etc.) that protect consumer privacy
  • Determine the degree to which privacy settings, government regulations and pending updates impact your digital marketing operations
  • Incorporate suggested solutions into your own digital advertising and measurement plans for 2022
  • Data & Analytics

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Investis Digital
  • Samantha Kermode

After this session, you’ll be able to:

  • List reasons why you should migrate (there are plenty)
  • Take advantage of opportunities to make your new website SEO friendly
  • Use best practices presented to prepare for your migration
  • Find out what to expect during migration day
  • Know what you need to monitor in post-migration
  • Branding
  • SEO & Search

How to Establish an Effective Employee Advocacy Program

  • Stephanie Huntsinger, Equifax
  • Stephanie Huntsinger

After this session, you’ll be able to:

  • Define goals and regularly measure results by tracking the metrics that are important for your business
  • Implement tools and tactics to activate teams at your company on social media
  • Develop a content strategy that resonates with your employees and their networks
  • Social Media

4:45pm - 5:15pm

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

Building Advocates with Experiences

  • Cliff Seal, Salesforce
  • Cliff Seal

After this session, you’ll be able to:

  • Identify opportunities to create a uniquely memorable experience
  • Empower every customer-facing employee to create advocates through consistently positive interactions
  • Leverage your brand to make a positive impact on the world, hand-in-hand with your customers
  • Customer Experience

3 Key Steps to Make Your Marketing Department of One Work Smarter, Not Harder

  • Brittany Ward, CreateCollabs
  • Brittany Ward

After this session, you’ll be able to:

  • Systemetize your Brand Calendar
  • Create More Content in Less Time
  • Use These Content Tools for Automation
  • Content Marketing
  • Marketing Operations

5:15pm - 6:30pm

Opening Reception

Day 2 Thursday, August 12

8:30am - 9:00am

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
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience

6 Seconds or Bust: Mastering Short-Form Storytelling

  • Megan Toth, NBCUniversal
  • Megan Toth

After this session, you’ll be able to:

  • Understand how short our attention spans actually are and how it relates to social media
  • Apply strategies for creating “thumb-stopping” social media content that stands out among the noise
  • Take real-world examples of brands creating “snackable” content back to your day-to-day work
  • Content Marketing
  • Social Media
  • Storytelling

9:15am - 9:45am

Get the Confused Buyer to Say Yes

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney

After this session, you’ll be able to:

  • Produce effective lead generation tactics across all channels that lead to a higher lift in leads and sales as well as a clearer customer experience
  • Understand the real customer journey across all of the noise and touch points that customers see from ad to conversion point
  • Realign internal teams and external agencies to change the way leads are generated and measured
  • Lead Gen / Conversion / Retention

Apply the Secrets of Influencer Marketing and Improve Brand Awareness

  • Sara Hopkins, Buffalo Wild Wings
  • Sara Hopkins

After this session, you’ll be able to:

  • Know where to start and how to find the right creators
  • Implement best practices for working with creators
  • Understand campaign KPIs to effectively showcase influencer value
  • Influencer Marketing

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

The Rise of Audio in Social and Content

  • Dijana Kunovac, Dagger
  • Dijana Kunovac

After this session you’ll be able to:

  • Identify platforms that have “”audio first”” features and how your brand can take advantage of these features
  • Seamlessly incorporate audio into your current content strategy
  • Create audio on and audio-specific content that resonates with your audience
  • Content Marketing
  • Social Media
  • Voice / AR / VR

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Create “Word-Of-Mouse Advantage” through Purpose & Sustainability

  • Jeff Fromm, Barkley
  • Jeff Fromm

After this session, you’ll be able to:

  • Create cultural conversations that drive word-of-mouth and “”word-of-mouse”” growth for brands
  • Connect your brand purpose to key financial drivers using the Purpose-Profit Loop™
  • Build a purpose and sustainability strategy that fuels your brand growth
  • Branding

Stop the Scroll: How to Create Engaging Social Video

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

After this session, you’ll be able to:

  • Evaluate the different kind of video options available to you and figure out which formats are the right fit
  • Correct what you are doing wrong with your existing videos
  • Develop video content that ACTUALLY gets results
  • Social Media
  • Video

Building a Cause Marketing Partnership Playbook for Your Brand

  • Heather Schlesinger, Atlanta Community Food Bank
  • Heather Schlesinger

After this session, you will be able to:

  • Uncover and define a cause marketing business partnership
  • Utilize authentic brand engagement to build campaigns along the customer journey
  • Develop KPIs that ground a cause strategy for your brand
  • Branding

11:45am - 12:15pm

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, Digital Branding Institute
  • 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

Persistently Agile: Why the Key to High Performance Marketing Lies with People Not Projects

  • Andrea Fryrear, AgileSherpas
  • Andrea Fryrear

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

  • Avoid the common but deadly approach to pilots that can doom your Agile efforts before they start
  • Build persistent Agile teams that deliver the four key benefits of Agile
  • Map your journey from zero to Agile, starting with your first dedicated Agile effort and scaling as far as you need to go
  • Marketing Operations

Where to Focus Your SEO Efforts to Have Greater Impact

  • Patrick Stox, Ahrefs
  • Patrick Stox

After this session, you’ll be able to:

  • Conduct keyword research in many different ways
  • Discover new content ideas and write the content in a way that actually gets traffic
  • Determine what links move the needle and how you can quickly drive value
  • Prioritize your technical efforts to focus on what will have the most impact
  • SEO & Search

12:30pm - 1:30pm

Building a Rewarding Career During Periods of Change

Keynote
  • Melissa Proctor, Atlanta Hawks & State Farm Arena
  • Melissa Proctor

1:45pm - 2:15pm

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

2:30pm - 3:00pm

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

Lessons Learned from The Harlem Globetrotters Rebrand

  • Sunni Hickman, Harlem Globetrotters
  • Sunni Hickman

After this session, you’ll be able to:

  • Recognize the ways in which culture can be woven through every aspect of a branding campaign in a meaningful and impactful way
  • Strategize digital initiatives that create authentic connections between brands and audiences/consumers
  • Understand your brand purpose (why) and commit yourself to the right audience (who) can change the game
  • Branding

3:15pm - 3:45pm

How & When to Leverage Social Influencers and Creators

  • Jayde Powell, Sunwink
  • Jayde Powell

After this session, you’ll be able to:

  • Determine when to leverage influencers and creators for your social campaigns and content planning
  • Communicate and negotiate with them and get more bang for your buck
  • Leverage influencer and creator content on channels beyond social media
  • Influencer Marketing

4:00pm - 4:30pm

Building the Pillars of Marketing Your Brand in the Digital Age

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein

After this session you’ll be able to:

  • Build a blueprint to your brand’s marketing strategy
  • Learn simple, effective tools to reward your most loyal customers
  • Implement out of the box, creative marketing strategies to reach your target audience
  • Branding

4:30pm - 5:30pm

Closing Reception