Agenda (all times ET)
These great sessions have been confirmed for Deep Dive into Social!
Day 1 Thursday, March 31
11:00am - 2:00pm
Secrets of the Email Marketing Strategist
Masterclass
- Jen Capstraw, Women of Email
Lesson One: A Template for Email Success
As an email marketer, you have an idea of what you *should* be doing, and you’re dreaming of what you *would* do – if only you had the time, the resources, and the buy-in to make it all happen. But without all that, where do you even start?
Jen Capstraw reveals her methodology for identifying and prioritizing your top email marketing opportunities and shares pragmatic advice for moving the needle in meaningful ways.
You’ll learn:
- The essential elements of a complete email program
- How to identify and prioritize your top email opportunities
- Defining a plan to level up your email ROI
Included with Platinum Passes, upgrade required for Main Event Passes
2:10pm - 2:50pm
How Invoice2go Uses Email to Build Long-Term Relationships
Brand Case Study
- Naomi West, Invoice2go
After this session, you’ll be able to:
- Identify key user lifecycle moments where email can drive engagement
- Frame your email marketing with best practices for deliverability
- Create valuable A/B tests with scalable results
2:50pm - 3:00pm
Brand Case Study Q&A – Email
- Naomi West, Invoice2go
3:10pm - 3:50pm
How to Deliver Practical, Personalized Emails that Drive Action
Playbook How-To
- Emily McGuire, Atlassian
After this session, you’ll be able to:
- Deliver highly relevant, personalized email campaigns
- Apply messaging tricks to remove the creep-factor
- Execute key email campaigns that every personalization strategy should include
3:50pm - 4:00pm
Playbook How-To Q&A – Email
- Emily McGuire, Atlassian
Playbook How-To Q&A – Email
- Emily McGuire, Atlassian
4:00pm - 4:30pm
Deep Dive Email Wrap-Up
- Jen Capstraw, Women of Email
- Naomi West, Invoice2go
- Emily McGuire, Atlassian
Get your most burning email questions answered during the live Q+A chat with all three of our Deep Dive speakers! Ask on the spot or fill out the pre-event survey questionnaire ahead of time (please reach out to registration if you did not receive this by the week prior to the event).
Day 2 Tuesday, April 12
11:00am - 2:00pm
Content Fuel Framework: How to Generate Unlimited Content
Masterclass
- Melanie Deziel, StoryFuel
Lesson One: Choosing a Content Focus
We’ll open by talking about the challenge of content idea generation and share the importance of a content idea generation framework. We’ll cover 10 different focuses: the lenses or approaches we can use to tell stories and create content. This will build the first half of our framework. After plenty of examples, we’ll try our hand at using this part of the framework.
You’ll learn:
- New ways of approaching stories
- How you can combine multiple angles to create unique content
Included with Platinum Passes, upgrade required for Main Event Passes
2:10pm - 2:50pm
User-Generated Content that Creates a Movement: Behind the Scenes of Deloitte’s #iAct Campaign
Brand Case Study
- Meredith Howard, Deloitte
After this session, you’ll be able to:
- Gain ideas on initiatives that build impactful user-generated content strategies
- Bring your audience into the content you’re creating while also offering immediate value and incentives for engagement
- Implement best practices to boost audience participation and content generation efforts
2:50pm - 3:00pm
Brand Case Study Q&A – Content
- Meredith Howard, Deloitte
3:10pm - 3:50pm
Repurpose, Distribute and Measure: How to Create a Winning Content Strategy in 2022
Playbook How-To
- Ashley Segura, TopHatRank.com
After this session, you’ll be able to:
- Properly reuse your content
- Apply content distribution methods and techniques
- Determine which metrics matter most when it comes to your content
- Create content way better than your competitors
3:50pm - 4:00pm
Playbook How-To Q&A – Content
- Ashley Segura, TopHatRank.com
4:00pm - 4:30pm
Deep Dive Content Wrap-Up
- Meredith Howard, Deloitte
- Ashley Segura, TopHatRank.com
Get your most burning content questions answered during the live Q+A chat with our Deep Dive speakers. Ask on the spot or fill out the pre-event survey questionnaire ahead of time (please reach out to registration if you did not receive this by the week prior to the event).
Day 3 Tuesday, May 03
11:00am - 2:00pm
Advanced SEO Tactics for 2022
Masterclass
- Janet Driscoll Miller, Marketing Mojo
Lesson One: Winning at SEO in 2022 with Core Web Vitals
Introduced in May 2020, Core Web Vitals (CWV) are essentially an extension of Google’s measurements to rank websites and their key usability metrics. While many are familiar with the page speed load measurement as an SEO metric, CWV evolves beyond just page load speed to additional usability measurements such as cumulative layout shift, which can lead to visitors clicking on the wrong links inadvertently. This session will review the CWV elements, common pitfalls, and how to begin improving overall CWV metrics as this measurement continues to roll out as part of Google’s ranking algorithm.
You’ll learn:
- What the core vitals are
- Tools you can use to measure you (and your competitors’) compliance
- How to fix common issues with CWV
Included with Platinum Passes, upgrade required for Main Event Passes
2:10pm - 2:50pm
Behind the Scenes of HarperCollins’ Content Gap Analysis for SEO
Brand Case Study
- Jerri Helms, HarperCollins Publishing
After this session, you’ll be able to:
- Better leverage tools to help you identify trends, questions, or gaps
- Apply evergreen content and linking strategies and understand their importance
- Consider ways to gauge the benefits of organic SEO efforts
2:50pm - 3:00pm
Brand Case Study Q&A – SEO
- Jerri Helms, HarperCollins Publishing
3:10pm - 3:50pm
Overwhelmed by SEO? Focus on These High-Impact Efforts to Improve Your Site Rankings
- Hannah McNaughton, Metric Marketing
At the end of the session, you will have the knowledge you need to tackle:
- Competitor Research
- Keyword Research
- Site Speed Improvements
- Algorithm Penalties
- Redirects
- and more!
If you’re a digital marketer who wants to improve your website rankings and aren’t sure where to start, this is the session for you. But be warned: this session isn’t for the faint of heart. It will be fast paced and full of actionable information, so get ready to drink from the firehose!
3:50pm - 4:00pm
How To Session Q&A – SEO
- Hannah McNaughton, Metric Marketing
4:00pm - 4:30pm
Deep Dive SEO Wrap-Up
- Janet Driscoll Miller, Marketing Mojo
- Hannah McNaughton, Metric Marketing
Get your most burning SEO questions answered during the live Q+A chat with our Deep Dive speakers. Ask on the spot or fill out the pre-event survey questionnaire ahead of time (please reach out to registration if you did not receive this by the week prior to the event).
Deep Dive into Social Tuesday, July 19
11:00am - 2:00pm
The Ultimate Social Media Marketing Masterclass
Masterclass
- Carlos Gil, Bestselling Author & NFT Advisor
After this Masterclass, you’ll be able to:
- Perform a quick, simple, and action-oriented social media audit to prioritize your content, community management, and conversion strategies
- Design a winning social media game plan that will not break the bank
- Create an engaged community of fans and content that converts
- Manage a posting schedule and decide what—and where—you should post
- Apply simple tricks for making your processes smooth and easy, including tools to use
- Engage employees to become social media advocates for your company
- Regain organic reach
Included with Platinum Passes, upgrade required for Main Event Passes
2:10pm - 2:50pm
Thinking Outside the Crayon Box: Behind the Scenes of Crayola’s TikTok Strategy
Brand Case Study
- Kate Loffio, Crayola
After this session, you’ll be able to:
- Recognize TikTok trends and know how or if you should capitalize on them
- Identify content creators who can help you grow your brand/following
- Understand what #fypシ means
Who should attend? This session is for digital marketers who have several years’ experience with content creation and are willing to try different techniques to stand out on this emerging platform!
2:50pm - 3:00pm
Brand Case Study Q&A – Social
- Kate Loffio, Crayola
3:10pm - 3:50pm
5 Types of Instagram Posts that Get Engagement in 2022
Playbook How-To
- Quinn Tempest, Create Your Purpose®
After this session, you’ll be able to:
- Stop hearing crickets after you post
- Capitalize on lesser-known engagement metrics
- Have 5 proven content “”categories”” to turn to
- Start posting more consistently over time
3:50pm - 4:00pm
Playbook How-To Q&A – Social
- Quinn Tempest, Create Your Purpose®
4:10pm - 4:50pm
Finding & Telling Stories that Matter
Brand Case Study
- Derek Hubbard, Southwest Airlines
After this session, you’ll be able to:
- Use best practices for combining data and emotion in social storytelling
- Curate and create compelling, authentic stories for social media
- Build the anatomy of a great story
Who should attend? This session is for digital marketers who have several years’ experience with content strategy and want to tell more compelling stories.
4:50pm - 5:00pm
Brand Case Study Q&A – Social
- Derek Hubbard, Southwest Airlines
Day 4 Tuesday, September 27
11:00am - 2:00pm
An Introduction to Google Analytics 4: What You Need to Know Now
Masterclass
- Chris Sietsema, Teach to Fish Digital
At the end of this masterclass, you’ll be able to:
- Understand the core differences (and similarities) between Universal Analytics and Google Analytics 4
- Gain a clear understanding of an event-based data model
- Document necessary steps to prepare a new or revised Google Analytics 4 property
- Learn about the different methods for visualizing your data within GA4 and with Google Data Studio
Attendees will also receive access to a GA4 configuration checklist as well as sample documentation to rely on as you get started and/or make progress with Google Analytics 4.
Included with Platinum Passes, upgrade required for Main Event Passes
2:10pm - 2:50pm
Mixing Art and Science: How IBM Built a Data-Driven Social Content Strategy
Brand Case Study
- Alyssa Rolfe, IBM
After this session, you’ll be able to:
- Use a proven data-driven framework that IBM implemented to build an audience first approach to your social content strategy
- Apply date-driven insights to optimize social execution and drive performance that improves over time
- Leverage data and analytical insights to lead meaningful conversations with your leaders about the role of social in your marketing mix
2:50pm - 3:00pm
Brand Case Study Q&A – Data Analytics
- Alyssa Rolfe, IBM
3:10pm - 3:50pm
Planning Your Google Analytics 4 Migration
Playbook How-To
- Janet Driscoll Miller, Marketing Mojo
After this session, you’ll be able to:
- Create a GA4 migration plan for your organization
- Ensure that your GA4 property mirrors much of what you currently measure in Universal Analytics
- Archive your historical Universal Analytics for future access
3:50pm - 4:00pm
Playbook How-To Q&A – Data Analytics
- Janet Driscoll Miller, Marketing Mojo