Agenda and Classes
Detailed Curriculum ¦ Special Events ¦ Digital Startup Speaker Series
DAY 1 (Thursday, September 27th)
- 7:00am – 7:00pm – Registration Desk Open
- 9:00am – 5:00pm – WPXpress – WordPress Development Day-Course
- 2:00pm – 5:30pm – Class Sessions and Training
- 6:30pm – 8:30pm – Conference Kickoff Reception
DAY 2 (Friday, September 28th)
- 8:00am – 3:00pm - Registration Desk Open
- 9:00am – 10:00am – Class Sessions and Training
- 10:15am – 11:00am – Continental Breakfast and Keynote
- 11:00am – 6:00pm – Exhibit Hall Open
- 11:15am – 4:15pm – Class Sessions and Training
- 12:15pm – 2:00pm – Lunch Buffet Open
- 1:30pm – 2:00pm – Exhibit Hall / Free Time
- 4:30pm – 5:15pm – Keynote
- 5:15pm – 6:00pm – Exhibit Hall / Networking
DAY 3 (Saturday, September 29th)
- 8:00am – 3:00pm – Registration Desk Open
- 9:00am – 10:00am – Class Sessions and Training
- 10:15am – 11:00am – Continental Breakfast and Keynote
- 11:00am – 5:00pm – Exhibit Hall Open
- 11:15am – 4:15pm – Class Sessions and Training
- 12:15pm – 2:00pm – Lunch Buffet Open
- 1:30pm – 2:00pm – Exhibit Hall / Free Time
- 4:30pm – 5:15pm – Keynote
- 5:00pm – 6:00pm – Exhibit Hall Load-Out
- 7:00pm – 10:00pm Digital World Expo v201.2 Closing Party
TRACK : INTERACTIVE SPLASH – Internet Advertising, Marketing, and Audience
Key takeaways include:
- Email marketing analytics
- Subject line success: Do’s and Don’ts
- Copy & landing pages: The trade-off
- Advanced lifecycle and trigger campaigns
- 3rd Party List usage – do’s, don’ts and valuable resources
- Rules of thumb and best practices
- Advanced email marketing services and cost of entry
Key takeaways include:
- Network advertising opportunities that exist today
- Evaluating behavioral targeting performance
- Expectations of ROI for campaign measurement
- “Look-alike” models and how they work
- Cookie pools and retargeting options
- Setting cookie durations and applicability of online conversions
- Optimizing behavioral targeting based on past sales
- Using network advertising for both brand and performance-based campaigns
- Cross-platform targeting for user behavior
- Layering geo- and demo- elements on behavioral targeting
Key takeaways include:
- Elements for success
- Interactive methods today and possibilities
- Setting campaign objective criteria and application
- Case Studies
Key takeaways include:
- Organizing your viral tracking and reports
- Network channels for more distribution
- Project scope development for outsourcing
- Making the most of your “peak” awareness
Key takeaways include:
- Getting started with online advertising
- CPM, CPC and CPA cost structures
- Brand vs ROI objectives
- Targeting options – behavioral, geo, demo, etc
- Direct publisher vs ad networks
- Building an online media plan
Key takeaways include:
- Today’s definition of “reach”
- Video networks and distribution
- Cost of advertising video
- Cost Analysis: Digital Media Video vs. TV
- Web-enabled TV integration
Key takeaways include:
- Mixing mobile, social and web initiatives with video
- Leveraging web-enabled television. mobile and other merging mediums
- Knowing your audience and the media they consume
- Best tactics to generate conversions and meet video performance goals
- Using the right call-to-action for various formats
- Developing video to meet multiple standards
Key takeaways include:
- How in-game advertising is evolving toward interactivity
- How to incorporate in your overall branding strategy
- Measurement vehicles 800 numbers and call-to-text
- Impression measurement differences compared to online
- Formats to develop in-game ads
- Case studies and best-practices
Key takeaways include:
- Basic elements of game mechanics
- Leveraging gaming for desired behavior
- Making shopping, surveys and content fun
- The impact of Gamification on data quality and ROI
- Badges, levels, leader boards and progress bars
- Combining Gamification and loyalty (point) systems
- Resources for your Gamification development and initiatives
Key takeaways include:
- How search engines work today and tomorrow
- Introduction to SEO and SEM (organic vs. paid)
- Identifying “money words” that sell
- Paid Search and SEO working hand-in-hand
- All-important Analytics
- Search performance reporting and portfolio management
Key takeaways include:
- Paid Search Marketing
- Paid Search Analytics
- How to create a paid-search campaign
- Paid Search opportunities today
- Best practices for paid search advertising
- Writing search ad copy that sells
TRACK : MOBILE MADNESS – Mobile Marketing and Development
Key takeaways include:
- Four areas of Mobile defined (APPs, WAPs, LBS, SMS)
- Starting a mobile strategy
- Cross-platform measurement and integration
- ROI hotspots and revenue success
- Mobile marketing “beyond the phone”
- Mobile media growth and future expectations
Key takeaways include:
- Tangible location-based strategy
- Location-based targeting overview
- How GPS tracking works
- SMS, APP and Bluetooth channel characteristics
- LBS services and cost of entry
- The future of LBS
Key takeaways include:
- Free and paid resources identified
- Case studies of growing app users
- Mobile app search indexes and services
- Keyword building to describe your app
- How to rank on mobile app search listings
- PR and promotion channels for app discovery
Key takeaways include:
- Starting your app development – first-step know-how
- Android, Apple, Windows and other formats for success
- Basic levels of app development expense
- Languages and experience needed for design and development
- Getting your app listed in stores and marketplaces
- Cross-components of web content and app updates
- Ongoing app development and operations
Key takeaways include:
- Incorporating your mobile initiatives behind traditional messaging
- Encouraging cross-platform activity with web-users
- Cornerstones in your daily operations that can solicit app usage
- Where to find your customers through mobile advertising
- Interfacing your mobile initiatives with your overall marketing plan
- Converting your web-audience to an app-audience
Key takeaways include:
- Identifying app audience revenue opportunities
- Expectations of mobile audience growth
- Generating cashflow without an investor
- The high-dollar paid for the mobile audience
- Impressions, clicks and data sharing for fun and profit
- Managing advertising revenue and optimization
- Incorporating app advertising without user intrusion
Key takeaways include:
- Characteristics of a “good” advertising network
- CPMs and CPCs – value and expectations
- Positioning your offerings for a mobile ad campaign
- Targeting capabilities of mobile ad networks
- How to make the most out of your paid audience
- Mobile ad creative formats
- The “do’s” and “don’ts” of mobile ad network creative
TRACK : NEXT GEN – Information to take the next step
Key takeaways include:
- Arguments for digital with executives
- How to compel the “Baby Boomers”
- Referencing merging media formats for illustration
- Translating “digital language” to layman’s terms
- Yesterday’s audience, today’s users
Key takeaways include:
- Maximizing your social media placements for indexing
- Paid-search opportunities on mobile platforms
- Video Search Marketing (VSEO), YouTube and More
- Advancements in search engine technology and indexing (video/images)
- The future of search – “recommendations vs results”
- Social Search – Google Plus + Facebook
- Real Time Search – Twitter
- Image-based recognition advancements for search
- Local Search taking the lead in SEM
Key takeaways include:
- The right corporate formation for you and your business
- Important elements of digital brand creation
- Advisory boards and how to use them
- Seed capital resources and funding
- Protection of your idea and Intellectual Property (IP)
- The most important elements of business plans
- Business incubation support and resources
- Product launch and marketing plans for new companies
- Cost-effective PR and advertising strategies
Key takeaways include:
- What tomorrow’s expectations are of recruiters today
- Critical areas of specialty and getting important work-related experience
- Today’s salaries for emerging media and development professionals
- Keeping yourself “marketable” and maintaining your own personal “brand”
- Recruitment strategies today and hiring manager resources
- Why today’s digital business and professional positions have a high turnover
- The next generation of marketing, programming and development professionals
- Creating the ideal atmosphere for employee retention
Key takeaways include:
- Researching your own industry’s content opportunities
- Infographic formats and how to design your own
- Using existing data to produce your own infographic
- How to publish and drive awareness to infographics
- Leveraging PR outlets for new information releases
- Popular use of infographics today
Key takeaways include:
- Overall webinar channel assessment for your business
- Starting a webinar topic that is engaging and compelling
- Best use of the webinar audience to meet your objectives
- Frequency of webinar placement and execution
- Resources and cost-of-entry
- Promoting your webinar to online audiences
- “Live” vs “Canned” webinar experiences for the user
Key takeaways include:
- Why marketer’s must learn programming, development and IT disciplines
- Why techs must learn marketing, media and advertising disciplines
- Fusing the role of today’s tech and media professionals together
- Silo’ed approaches that don’t work for today’s business
- How cross-discipline education makes you “invincible”
- Overcoming today’s stereotypes and reaching out for education
- Why digital media and advertising isn’t just about “media and advertising”
- Fast-tracking your success by fast-tracking specific business relationships
TRACK : NUTS & BOLTS – Programming and development today
Key takeaways include:
- How the syntax can be written in HTML or XHTML
- Markup language documents, APIs and web applications
- HTML5 on cross-platform and mobile channels
- The new syntactical features of HTML5
- Handling multimedia and graphics without the need for plugins
- The importance of DOM scripting (javascript)
- Canvas, document editing, drag-drop, geolocation and other APIs
Key takeaways include:
- Cloud computing availability and implementation today
- Identifying where the cloud can enhance your product and service offerings
- Migrating your infrastructure to the cloud
- Public, Hybrid, Private and Community models
- Client, software and platform as a service sharing
- Resources for data centers and storage services
Key takeaways include:
- Similarities with Windows Smartphone UI
- Orientation towards ‘touchscreen’ devices
- The new Windows Runtime platform to develop Metro applications
- The inclusion and information around Explorer 10
- “Refresh” and “Reset” recovery functions
- Development tools for Windows 8
Key takeaways include:
- The components of Android OS languages used for apps
- Connectivity technologies supported
- Java programming support
- Audio, video and still media formats supported
- Cross-platform exporting, design and development
- Steps from development to deployment
- Beginning tasks for app creation and experience expectations
Key takeaways include:
- The main components and features of iOS used for apps
- iOS app technologies and functions supported
- Steps from development to deployment
- Beginning tasks for app creation and knowledge-base expectations
- Developing in an Xcode environment
- Cost expectations of App Store placement
- Cross-platform considerations
Key takeaways include:
- Modifying areas that yield maximized conversion
- Editing your UI/UX to meet search bot criteria
- Matching color-driven features with your brand
- Meeting expectations of average user engagement time
- Critical placement for hot buttons and user acquisition
- Data areas and user comfort zones
Key takeaways include an overview of:
- Understanding of AJAX application
- Manipulation of CSS and edits
- Transitions, animations and special effects
- Plug-in usage
- Utilities and detection
- Popular resources for ongoing development
Key takeaways include:
- Interactive video development
- Standard digital video formats used today
- Output formats
- Popular applications for video editing and exporting
- Specific channel criteria (ex. YouTube and Vimeo)
- Ensuring compact file sizes for quick downloading
TRACK : SOCIAL GRAVY – Social CRM and Realizing ROI
Key takeaways include:
- Social Media overview
- Today’s user and social media
- Things “every” business should know
- Brand management and “controlled transparency”
- Finding “truth” in your friends, fans and followers
Key takeaways include:
- Starting a blog to enhance content and channel distribution
- Attaining a large network and audience
- Friends, Fans and Followers – strategies and tactics
- Key analytics and performance metrics
- Fast-tracking followers for start-ups and new brand initiatives
Key takeaways include:
- Social Media campaign building for online sales
- Social network revenue attribution
- Best social networks for call-to-action messaging
- Leveraging existing customers for satisfaction awareness
- Reporting metrics for social media revenue
- Do’s and Don’ts for sales promotions
- Direct messaging and personalized promotions
Key takeaways include:
- An overview of inherent tools for grouping and socializing
- Key attributes important for your business model and objectives
- SEO implications for ranking
- “Grouping” your contacts and ensuring relevancy
- Strategic applications for business promotion and marketing
- Expectations for the future and Android integration
- Key features for easy communication
Key takeaways include:
- Making audience growth part of your regular strategy
- Assuring the “stickiness” of your presence with frequent visits
- Fun communications to keep your fans engaged
- Best practices in Facebook Advertising
- Administrative user management
- Identifying Facebook-ready content within your business
- Customizing your pages
- Postings for “Likely” traction
Key takeaways include:
- Best practices for large following communications
- Finding your biggest influencers
- Additional tools for Twitter strategies
- Stirring up discussion for your industry
- Topics to ensure a loyal following
- The fastest way to reach 100,000 followers
More and more companies are jumping onboard with a blog for their business. This course will cover the fundamental and advanced practices to ensure your blog makes sense for your objectives. Discover a number of resources and tools for your blog and how to tie activity to increased sales. Blogging elicits perception – make the most of blog activity and be known as an “industry expert”.
Key takeaways include:
- Using the right blog tool for your business
- Leveraging your staff for content contribution
- Tracking your blog posts and ensuring success
- Topic management and appropriate post intervals
- Retaining your blog readers for future visits
- How to create compelling and engaging content
Key takeaways include:
- LinkedIn targeted advertising and cost of entry
- Comparisons of paid vs free LinkedIn accounts
- Using LinkedIn to identify decision-makers
- Rules of thumb for successful profile building and usage
- Message formats and tone for LinkedIn postings
- Best practices for professional social campaigns
- Creating associations, groups and topics for a LinkedIn audience
- Joining other groups for marketing placement
Key takeaways include:
- Creating and developing your YouTube channel
- Identifying compelling content to upload
- YouTube metrics and reports to assess your successes
- Incorporating your business products and services into YouTube
- The latest release of tools and available features
- Cross-pollenating YouTube content across your online presence
TRACK : TRUTH IN NUMBERS – Optimize your initiatives
Key takeaways include:
- Branding vs. Direct Response initiatives
- Conversion rate enhancement
- Appropriate cookie setting and metric application
- CPA, CPC, Affiliate and other performance channels
- Making sense out of display and content advertising
- Steps for managing your performance strategy
Key takeaways include:
- Handling media source attribution
- Effective engagement mapping
- Next steps for budget allocation
- Cross-referencing source analytics
- “Last-click” arguments and parodies
Key takeaways include:
- Service tools for attribution modeling (demos)
- Expectations and cost-of-entry
- How to implement your new-found knowledge
- Budgeting and internal report management
- Re-educating clients and senior management
- Upper and lower funnel perceptions and assessment
- Which engagements are the most effective / impactful
Key takeaways include:
- Analytics and user acronyms
- Ad campaign analytics vs user analytics
- Analytics resources today (paid vs free)
- Key analytics for success measurement
Key takeaways include:
- Interaction rates and origins
- Video play rates and view time
- Downloads, subscriptions and comments
- “Shares” and “Forwards”
- Video page views and video views
Key takeaways include:
- Multivariate testing and implementation
- Simple split tests you can start today
- Copy writing for higher conversions
- The right color for your “buy” button
- Landing page layout based on eye-tracking
- The first thing users look for
Key takeaways include:
- Tools available to start an affiliate program
- Recruitment tactics to find high-performing publishers
- Cost of entry and appropriate expectations
- Identifying a commissionable payout structure
- Tracking technology that make things work
- What to look for when choosing a service
- Assets to use that control your brand usage
- Creating appropriate marketing toolsets for your publishers
Key takeaways include:
- Finding the right program for the right audience
- Products your audience are most likely to buy
- Making the most out of commissionable sales
- Introducing new products and services to your users
- The application process for affiliate publishers
- Characteristics of good publisher sites for program acceptance