Agenda - Social | Digital Summit Deep Dive

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
  • Jen Capstraw

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
  • Naomi West

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
  • Naomi West

3:10pm - 3:50pm

How to Deliver Practical, Personalized Emails that Drive Action

Playbook How-To
  • Emily McGuire, Atlassian
  • Emily McGuire

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
  • Emily McGuire

Playbook How-To Q&A – Email

  • Emily McGuire, Atlassian
  • Emily McGuire

4:00pm - 4:30pm

Deep Dive Email Wrap-Up

  • Jen Capstraw, Women of Email
  • Naomi West, Invoice2go
  • Emily McGuire, Atlassian
  • Jen Capstraw
  • Naomi West
  • Emily McGuire

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
  • Melanie Deziel

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
  • Meredith Howard

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
  • Content Marketing
  • Customer Engagement
  • Customer Experience

2:50pm - 3:00pm

Brand Case Study Q&A – Content

  • Meredith Howard, Deloitte
  • Meredith Howard

3:10pm - 3:50pm

Repurpose, Distribute and Measure: How to Create a Winning Content Strategy in 2022

Playbook How-To
  • Ashley Segura, TopHatRank.com
  • Ashley Segura

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
  • Ashley Segura

4:00pm - 4:30pm

Deep Dive Content Wrap-Up

  • Meredith Howard, Deloitte
  • Ashley Segura, TopHatRank.com
  • Meredith Howard
  • Ashley Segura

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
  • Janet Driscoll Miller

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
  • Jerri Helms

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
  • Jerri Helms

3:10pm - 3:50pm

Overwhelmed by SEO? Focus on These High-Impact Efforts to Improve Your Site Rankings

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton
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!
  • SEO & Search

3:50pm - 4:00pm

How To Session Q&A – SEO

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

4:00pm - 4:30pm

Deep Dive SEO Wrap-Up

  • Janet Driscoll Miller, Marketing Mojo
  • Hannah McNaughton, Metric Marketing
  • Janet Driscoll Miller
  • Hannah McNaughton

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
  • Carlos Gil

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
  • Social Media

2:10pm - 2:50pm

Thinking Outside the Crayon Box: Behind the Scenes of Crayola’s TikTok Strategy

Brand Case Study
  • Kate Loffio, Crayola
  • Kate Loffio

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
  • Kate Loffio

3:10pm - 3:50pm

5 Types of Instagram Posts that Get Engagement in 2022

Playbook How-To
  • Quinn Tempest, Create Your Purpose®
  • Quinn Tempest

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®
  • Quinn Tempest

4:10pm - 4:50pm

Finding & Telling Stories that Matter

Brand Case Study
  • Derek Hubbard, Southwest Airlines
  • Derek Hubbard

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.

  • Social Media
  • Storytelling

4:50pm - 5:00pm

Brand Case Study Q&A – Social

  • Derek Hubbard, Southwest Airlines
  • Derek Hubbard

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
  • Chris Sietsema

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
  • Alyssa Rolfe

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
  • Alyssa Rolfe

3:10pm - 3:50pm

Planning Your Google Analytics 4 Migration

Playbook How-To
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

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
  • Janet Driscoll Miller