What is New Marketing and How Does it Affect My Business?

10/6/2010 8:40:00 AM

The New Marketing Experience team leaders will lay out a roadmap for thinking about the changing marketing world and the ever-evolving landscape of digital marketing. It will explore and differentiate between digital marketing and social media marketing and will provide a framework for analyzing which aspects of new marketing fit for your organization.

Speakers:

7 Steps to Social Media Measurement

10/6/2010 8:50:00 AM

How to get started in social media -- and how to know if it's working for you.

Real-Time Marketing & PR

10/6/2010 9:00:00 AM

In Real-Time Marketing & PR, Scott opens eyes with his groundbreaking ideas on the opportunities (and threats) inherent in today's always-on, 24x7, instant business environment. Real-time marketing and public relations is when organizations respond to events as they occur. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it.

Now, more than at any other time in history, speed and agility are decisive competitive advantages.

In every market, there is room for smart organizations to seize market share and improve profits by providing a product or service or communications initiative at speed.

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Innovative Marketing Programs Using New Media

10/6/2010 9:30:00 AM

You know there are all sorts of new cool tools you should be using to market. You know you need to start using new media. But, you're not sure where to start. What tools are available to you? Which ones are right for your company? Should you have a strategy? All of these questions and more will be answered as our panelists explore the ways these new tools can be used to develop and executive innovative marketing programs. This panel is comprised of social media marketers who will help you to fill your new media toolbox.

Experiential Marketing: From Live to the Web and Back Again

10/6/2010 10:30:00 AM

The rise of the mobile lifestyle will make what happens offline even more influential for brands and consumers. With the web in our pocket, events, retail experiences and other offline media dictate how and when we connect online. Amplify these efforts, reach the audience who couldn't be there in person, and improve your lead prospecting and other goals by taking the experience to other physical touchpoints.

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Presentation

10/6/2010 10:50:00 AM

Give Them Content Or Give Them Away - How Your Corporate Website Can Capture Or Deter Your Customers

10/6/2010 11:10:00 AM

Learn how a content-centric approach for your corporate or brand website energizes your core, grows your brand enthusiasts and builds a stronger on-line brand and take home immediate action items to do it.

If I Started Now

10/6/2010 11:30:00 AM

Join Chris Brogan in an exploration of the web as a business tool, of database-centric marketing, of building media/education companies, and more. Chris will discuss his homebases+outposts methodology, giving concrete examples for how companies of any size can implement this mindset. He'll deliver a sketch of what it means to practice "human business" thinking, as a means of tying together all the tools into a unified effort. This presentation will have elements of interest to beginners/investigators, as well as to experienced practitioners of digital marketing.

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Session 1: Case Study Suite

10/6/2010 1:10:00 PM

Case Study Presentations provide a unique forum for small groups to meet and exchange information and dialogue with vendors. These are not product pitches but qualitative presentations that demonstrate the successful, real-world implementation of solutions.

Session 2: Case Study Suite

10/6/2010 1:45:00 PM

Case Study Presentations provide a unique forum for small groups to meet and exchange information and dialogue with vendors. These are not product pitches but qualitative presentations that demonstrate the successful, real-world implementation of solutions.

Session 3: Case Study Suite

10/6/2010 2:20:00 PM

Case Study Presentations provide a unique forum for small groups to meet and exchange information and dialogue with vendors. These are not product pitches but qualitative presentations that demonstrate the successful, real-world implementation of solutions.

Marketing Lessons From the Grateful Dead

10/6/2010 3:10:00 PM

Cultural icon and American jam brand, the Grateful Dead, is a great case study in contrarian marketing. The band's many marketing innovations seem to spur from doing the opposite of what other bands (and record labels) are doing at the time, and that has cultivated their fan base. Now, businesses can learn from what they do to generate sales and create community around their brands using inbound marketing.
This session, presented by HubSpot CEO, Brian Halligan and marketing strategist and bestselling author, David Meerman Scott, will teach attendees how to create a self-perpetuating marketing engine of passionate fans who will tell their stories and spread their ideas just like deadheads do for the Grateful Dead.

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Advocacy, Badvocacy & Upsetting the Apple Cart

10/6/2010 3:30:00 PM

Social media has clearly moved beyond the experimentation stage. Big brands and little brands are diving into the pool. But are they ready for all the change in store? And are there larger forces at work?In reality, social media is just the tip of a broader movement. Advocacy and "badvocacy" are dictating the future for marketers and communicators. Apple carts of tradition are being tossed in at least six key areas: marketing channels, engagement methods, legal and regulatory controls, measurement, budgeting and organizational structures. This session will share research, insights and lessons learned from work with hundreds of clients.

Taking Marketing Into the Cloud

10/6/2010 3:50:00 PM

Over the next five years the lion's share of marketing technology innovation will be in software-as-a-service (SaaS) solutions. As the definition of campaign management expands and extends from core direct marketing groups into online groups and into new vertical markets, appetite for easy-to-implement, easy-to-use, lower TCO solutions will escalate. A nice by-product of SaaS will be more rapid innovation in the marketing technology sector. But, few highly successful software companies manage their own hosting operations - applications are designed for mega hosting infrastructures (e.g., Microsoft, IBM, Google, Amazon) that have a-million-plus-nodes hosting infrastructure. Smart software companies will design and optimize their apps to leverage virtual servers and storage offered by emerging cloud computing infrastructures. This session examines the nature of these emerging apps, how they are enabled by cloud computing, and how savvy companies can leverage these next-generation SaaS developments to achieve new levels of interactive marketing success and ROI.

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21st Century Email Marketing

10/6/2010 4:10:00 PM

Think the inbox is dead? Think again. Join Christopher S.Penn, VP of Strategy and Innovation, for an energizing 20 minute session that's packed full of new ideas, new sources of creative content, and new ways to effectively measure and manage email marketing in the mix of social, traditional, and online marketing.You'll walk away with a notebook full of ideas and tactics ready to use the moment you get back in the office.

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Everyone Is Wrong About Influence (Except Your Customers)

10/6/2010 4:30:00 PM

What is influence? For a decade, Malcom Gladwell's "The Tipping Point" has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the Internet, anyone can be an Influential.

Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.

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Harnessing the Power of Digital Marketing From Traditional to Digital: a B2B Technology Company's Journey

10/6/2010 4:50:00 PM

Digital Marketing is a domain that now covers most, if not all, of the more traditional marketing areas. Join SAS as they share how they're responding to this 'everything is digital' transformation. In this conversation, SAS executives will discuss their responses to digital channels like video, blogs, and social networks. They will share best practices for developing standards, guidelines, and training to empower employees to engage prospects and customers. They will also discuss the development of internal groups and roles that support the integration of digital marketing across the enterprise. Finally, SAS will reveal how they stay relevant by monitoring, measuring, and improving their digital marketing efforts.

Grow Bigger Ears and Becoming Engaged in What's Being Said About You

10/6/2010 5:20:00 PM

Are you actively engaged in the conversations that are taking place online about you? Did you even realize that there were conversations happening? Your ability to have tools in place to monitor and respond to these conversations is vital to the development and maintenance of your online reputation. In a world of forums, blogs, comments, videos, podcasts, Twitter and other web-based communications tools, sentiment about a brand can change, literally, within hours. This session will provide you with actionable information on how you can begin growing bigger ears immediately and become engaged in what's being said about you online.

Welcome

10/7/2010 8:30:00 AM

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How to Calculate the ROI of Social Marketing

10/7/2010 8:40:00 AM

Conventional wisdom says you can't calculate the return on investment (ROI) of social marketing programs. Conventional wisdom is wrong. ROI is simply a matter of comparing inputs to outputs, and anything that can be measured can be matched to anticipated results. Calculating the ROI of social marketing requires good historical data and clearly defined metrics. Once you have a platform for comparison, you can calculate the ROI of a Twitter follower, a blog entry, a YouTube video view and nearly anything else. Paul Gillin explains how.

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Battlefield PR- How the US Air Force Empowers Communicators

10/7/2010 9:00:00 AM

The Air Force believes "every Airman is a communicator" and has recentlytaken steps to ensure every member has the ability to communicate via social media--even on government computer systems. From Iraq, Afghanistan, Haiti,Chile and the Gulf of Mexico, Airmen are directly communicating with the public their experiences on the front lines. Capt Broshear explains how his team is enabling every member of his organization--from Airman to General--to tell their own story. The American public (and members of the press) want to hear from the men and women "in the fight" first hand---stop sending press releases and start a conversation! When people trust "someone like myself" more than the Public Relations flak....what's the role of your PR professionals?

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The Science of Search Engine Rankings

10/7/2010 9:30:00 AM

Ever wondered whether what elements of a page matter for keyword usage, which kinds of links provide the most value, or whether social media signals are employed by the search engines? Wonder no more, as SEOmoz's Rand Fishkin breaks down correlation and causation data analysis to show how the rankings are constructed and what matters in the SEO puzzle.

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Social Business From the Inside Out

10/7/2010 9:50:00 AM

There are plenty of companies that have begun to dabble in various elements of social media - and some of them have been quite successful. But the truth is that no business has truly figured out how to become "The Social Business." This session will discuss a unique vision around what we want to become, and an unusual mechanism for getting us there: We're applying social/collaborative principles to the creation and execution of our social media strategy.

Session 4: Case Study Suite

10/7/2010 10:40:00 AM

Case Study Presentations provide a unique forum for small groups to meet and exchange information and dialogue with vendors. These are not product pitches but qualitative presentations that demonstrate the successful, real-world implementation of solutions.

Session 5: Case Study Suite

10/7/2010 11:15:00 AM

Case Study Presentations provide a unique forum for small groups to meet and exchange information and dialogue with vendors. These are not product pitches but qualitative presentations that demonstrate the successful, real-world implementation of solutions.

Social Media for Creative's: How Artists, Filmmakers, Writers, and Musicians are Cultivating Fan Bases in the Digital Age

10/7/2010 11:50:00 AM

What are the best practices around attracting large audiences for film, video, music, and other arts online, and the models for earning a financial return? What can other marketers learn from pioneering musicians like Jonathan Coulton, animators like Mike Chapman ("Homestar Runner"), and filmmakers like Robert Greenwald ("Wal-Mart: The High Cost of Low Price")? In this interactive session, we'll look at some of the strategies and case studies from the presenter's new book, Fans, Friends & Followers - and also swap tactics, tools, and ideas among the session's participants.

The Unlikely Brand Ambassador - How one cameraman unwittingly coaxed a major legacy media corporation into the risk reward world of social media

10/7/2010 12:10:00 PM

Organizations often cringe at the notion of employees speaking openly about the company on social networks. Many regulate, or downright ban the practice. The risks have been well established, and there are plenty of horror stories about workers going off-reservation online. But the rewards are abundant if companies provide guidelines and encourage those passionate about social media. Who are your best brand ambassadors? Believe it or not, empowering rank and file staff to engage the social web can result in more promise than peril.

Late Night Comedy meets Corporate Social Media

10/7/2010 1:20:00 PM

Tim Washer, Social Media Manager at Cisco and contributor to The Onion, Letterman and SNL, will share a few case studies on producing video that earns headlines. How to find the compelling stories in your organization, and the approach that works best for different story types.

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One Less, One More - How to Excel Through Crisis

10/7/2010 1:50:00 PM

You will face a crisis. That's a fact of nature. What defines you, and how you will, ultimately, be judged, is how you deal with crisis. The question then becomes, "Am I ready?" Every crisis disrupts the normal cycle of our daily life - both personally and professionally - and reveals an unfamiliar and often frightening reality of infinite possibilities.Will your next crisis devastate you? Or, will you take control of your next crisis, using it as an opportunity to intensify and excel?With over 25 years experience advising world leaders, governments, entrepreneurs, and celebrities, CNN and CNBC contributor, Robbie Vorhaus, reveals, "One Less, One More - How to Excel Through Crisis."

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Trends in Social Media in EMEA

10/7/2010 2:10:00 PM

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Social Media: Making It Work For Brands

10/7/2010 2:30:00 PM

Social Media has transformed the Internet and how people socialize and connect with one another online. The question is whether it is changing brands and marketing too. This presentation with discuss social influencers, transformative social experiences and social measurement in detail.

Listening and Monitoring - The New Way to Market

10/7/2010 2:45:00 PM

Whether or not you are involved using new media tools, your prospective and current customers are. These people are talking about your brand, executives, products and level of service. Not only are your prospective and current customers involved, but your competition may be monitoring these conversations as well. You can actively listen to these conversations, whether positive or negative, and engage with these customers. Learn how you can track your brand on the interwebs and tools and resources are available to you.

Content Management Systems (CMS) and SEO

10/7/2010 3:20:00 PM

Depending on who you talk to, some will tell you that a CMS can hurt your SEO efforts. Is this true or can a CMS actually assist you in your efforts? What considerations do you need to make when choosing a CMS? This panel brings together these two worlds for a discussion on this very topic.

It's Easy to Get Seen with Online Video

10/7/2010 3:35:00 PM

Steve Garfield, author of Get Seen: Online Video Secrets to Building Your Business, is back at Inbound Marketing Summit to show you how easy it is to put video online. At last year's event we had over 100 people shooting video at the same time. Let's see if we can break that record. One audience member was inspired to shoot and upload his first video while on the plane ride home, and that video ended up being featured on CNN!

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Presentation

10/7/2010 3:50:00 PM

Social Media's Second Act

10/7/2010 4:05:00 PM

The world of social media is no longer something new and that only the cool kids are playing with. You need to move beyond just reading about it and actually living it as part of your daily business life. See how businesses of every size are leveraging the space and why if you want your business to be around in five years you need to start doing it too. Look into the future to see what is oming and how to be ahead of the curve this time.

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Discovering the Power of Your Community

10/7/2010 4:20:00 PM

One of the benefits of social networking tools is the ability to discover and bring together groups of people around central topics. But, developing a community sounds so difficult. Learn how successful communities are planted, watered and then assisted in growing into powerful, dynamic networks. During this session you will hear from some of the leading community platform developers who are on the bleeding edge of community development, nurturing and growth.

Mobile Video: Hitting a Moving Target with Technology and Emotion

10/7/2010 4:40:00 PM

Millions of videos are now being consumed on the iPad and iPhone everyday but how do you hit a moving target? As mobile video proliferates across multiple devices and distribution platforms, content owners, advertisers and brand managers are looking for ways to emotionally charge their marketing message to the masses as well as monetize their video library and their live videos. Should you have an iPad or iPhone App? How can you serve dynamic video ads on your website or App without Flash? And what about live streaming? Find out the different ways you can serve your mobile video content and control your marketing on moving platforms.
What will the audience derive from this session?