Digital Always Media Inc.
: Search, Social & Analytics :

Morning Keynote Panel 
Creating Campaigns that Count: The Impact of Converged Media
Details to follow.

Moderator:
, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo

Speakers:
, Senior Program Manager, Bing
, Global Chief Executive Officer, Performics
, Product Marketing Manager, Google Analytics

Building a B2B Social Media Cohesive Strategy

The road to social media failure is paved with good intentions. Without a cohesive strategy, processes, tools, and governance, well-intentioned marketers can cause more harm than good. Equally well-intentioned senior executives know they need to get social, but don’t understand the channel, how deeply it cuts through their strategy, or how to guide their teams through the strategic and cultural transformation needed to take full advantage of its potential. In this session, hear how to take your social media program to the next level:

• Step 1: Forget Social Media. Think Content Marketing
• Step 2: Define your objectives
• Step 3: Measurement. What’s ‘success’ mean to you?
• Step 4: Infrastructure. Get some help
• Step 5: Governance. Lock it down
• Step 6: Listen, learn and adapt

Moderator:
, Brand Ambassador, Majestic SEO
Speakers:
, Manager, Brand & Social Marketing, Webtrends
, Vice President of Marketing, Regus

Paid Organic Social Content Distribution Unravelled

Can you say your website’s content earns enough socially driven traffic, KPI/CPA conversion, critical social signals, inbound links, focused likes and follows? The answer for many marketers, even after massive investments in social media and creating excellent content is a resounding NO! There’s a reason for that. An ever increasing percentage of the organic social media page is actually paid inclusion. It looks organic, but is actually paid.

Social media distribution in Facebook, LinkedIn and Twitter, used to be mostly free. Content placed on your walls and feeds was seen and rebroadcast by many people without marketers needing to pay a dime. Now revenue-hungry social platforms have learned to monetize the distribution of “organic” content to the benefit of their shareholders. In many cases users who have already liked your page don’t see your posts! It’s a stark reality, but marketers must pay-to-play using “ad” units the tightly mimic previously free organic units.

The good news is that it’s relatively inexpensive to “re-enable” organic features to dominate. No matter how successful your content strategy is, it’s only touching a small percentage of highly interested users that are incredibly willing to engage. This must attend session will leave you with crucial information to:

• Drive targeted & scalable social psychographic traffic to content that converts
• Generate authentic social signals from real users of good authority
• Earn real links from sites with good domain authority
• Insulate our sites from harsh search engine algorithm updates
• Amplify PR distribution to journalists, bloggers, and a myriad focused media-role users

Moderator:
, Director of Marketing, Onestop

Speaker:
, Founder & Evangelist, aimClear

Maximizing Social Advertising for Lead Gen, Engagement & ROI
Social advertising has evolved dramatically over the last 12 months. It has gone from a nice to have marketing tactic for community building, to a necessity for any lead generation company. This presentation focuses on how a company can differentiate themselves from competitors, and how they can capture the target audiences’ attention from users in a space where they would otherwise be distracted, or wouldn’t be in a business mindset. Audiences will learn the best practices for social advertising in:

• Facebook – Target based on college majors & age – use demo reporting to isolate top performing age brackets and expand. Use high contrast images that (loosely) are on topic, & copy that speaks to pain points for users.
• LinkedIn – Target based on groups rather than titles to hit a more active audience. Write copy that indicates it can make users job easier & get them promoted.
• Twitter – Target individual thought leaders rather than circus brands. Closely monitor follower quality & analytics to pace budgeting.
• Real world case studies from brands like Salesforce.com that show how they turned Facebook into a lead source with a CPL comparable to search.

Moderator:
, Social Advertising Director, aimClear®

Speakers:
, PPC Team Lead, SEER Interactive
, VP Marketing, Ad Roll

Running the Gauntlet: Driving Strategic Change in Your Business
Jeffrey Hayzlett’s Running The Gauntlet is a rough-and-tumble guide for running and driving change through the business gauntlet. In this keynote, Hayzlett addresses what every marketing leader must face: Getting Ready, Getting Going, and Creating and Sustaining Momentum. Hayzlett shows business leaders how to develop the necessary mental, emotional, and physical toughness they must have for smart, strategic, and lasting change. Hayzlett forces marketers to really get up in their own businesses – to take them over from the inside and drive change – gaining customers and profits in the process. Hayzlett motivates and leads attendees to be able to efficiently assess what kind of change their business needs and then summon the vision, courage, and passion to enact it.

Keynote Speaker:
, Best-selling Author, Business Change Agent & Marketing Expert, Hayzlett.com