Miami, FL

The Digital Marketing Essentials cover the online marketing fundamentals for all areas of online marketing including: Website Strategy, Usability, Search Engine Marketing, Email Marketing, Online Reputation Management, Social Media, and Analytics.

Tactics & Execution workshops are designed especially for marketers who have already mastered the basics.  This workshop track   provides actionable lessons on how to improve online marketing efforts via vehicles you are likely not already employing.  

The Social Media Marketing workshop track offers intensive workshops that cover proven strategies for effectively using social media to strengthen relationships with members, find new members, reduce costs, and drive attributable revenue.

8:15AM - 10:15AM

10:30AM - 12:30PM

12:30PM - 1:00PM

Lunch

1:15PM - 3:15PM

3:30PM - 5:30PM

8:30 AM

Welcome

8:45AM - 9:45AM

Keynote: State of Social Media

It is clear that social networking has become an integral part of the fabric of the Internet and one that is increasingly becoming integrated into the experience of so many different activities online. In this deep dive session, Eli Goodman, Corporate Evangelist for comScore, will review the latest trends within social media and what they signal for the future. Focusing on key demographics, Mr. Goodman will reveal important findings about social media users and how different demographics utilize these networks differently. This session will give you a clear vision of how the social landscape looks today, how it is shifting and finally, how you can utilize this new media to yield ROIs.

• Eli Goodman, Search Evangelist, comScore, Inc.

9:45AM - 10:15AM

Break

10:15AM - 11:00AM

12 Absolutes Towards an Engaged Consumer for Driving Email, Mobile, & Social Success

Can your email drive 21% conversion on a three-touch transaction? Is your social media helping you drive your engagement metric to 84%? How fast is your digital database growing – email, mobile, & social? Through a case study based approach you will see why Social Integration, Intelligent Preference Centers, and Converged Messaging are the three key drivers of a successful email marketing program. 

Focus: B2C on Email, Mobile, Social Media

• Sundeep Kapur, Digital Evangelist, NCR Corp. (@emailyogi)

How to Convert More Visitors to Customers: A systematic, repeatable approach to increasing conversion rates by 30%-250%

First page Google rankings and gobs of traffic are useless unless your website and landing pages convert visitors to paying customers at a profitable rate.

Jam packed with specific examples and actionable ideas, this session will provide you with a proven  framework that you can use to immediately increase your website conversion rates.

Focus: B2C/B2B on Conversion

• Matt Dombrow, Master of Clickability, Clixo (@mattdombrow)

Measuring and Driving Incremental Revenue by Changing the Paradigm

How do you drive significant revenue increases with a product that’s already a mission-critical industry leader?  You change the paradigm.  With a mature product, it takes a lot of work to just to generate marginal increases in revenue.  And the business model that works in North America, doesn’t gain traction everywhere.  See how a major software manufacturer is changing the game, and gaining net new customers around the world by strategically targeting to optimize revenue during a changing landscape.

• Kimberley Talbot, Director Relationship Marketing, Adobe Systems

• Sheila Cardenas, Group Manager WW Relationship Marketing, Adobe Systems

11:00AM - 11:45AM

The Key Elements of a Successful, Modern Demand Generation Plan

Learn how to craft an effective and wholly integrated Demand Generation strategy using the key elements of people, process, technology and online/offline tactics with the end game of making a revenue impact. 

Focus: B2B on Demand Generation

• Dick Raman, CEO, BrandReact (@dickraman)

How to Master Facebook Marketing in Today's Social Climate

Find out how Facebook determines what shows up on a fan’s wall and how to leverage that information to drive your brand’s growth. This session will cover the most effective strategies for Facebook ads, the value of a Facebook fan and how it’s accurately measured, the right benchmarks to set, when should you create multiple pages and when to keep just one, and how to segment fans, friends of fans, and prospects to message them uniquely and effectively.

Focus: B2B/B2C on Social Media

• Dennis Yu, CEO, Blitzlocal (@dennisyu)

11:45AM - 1:00PM

Lunch

1:00PM - 1:45PM

Social Media Optimization-Driving Website Performance

Learn about the Gift of Life Bone Marrow Foundation's recent website redesign and how by adding social elements, interactive opportunities, and the ability for any visitor to be heard through social networking Web 2.0 they are driving awareness, traffic and managing a stellar online reputation. 

Focus: B2B/B2C on Social Media, Website Strategy

• Roxanne Rives, Social Media Specialist, Gift of Life Bone Marrow Foundation

Content Marketing for Customer Acquisition and ROI

In the early stages of social media, success was measured on soft metrics like “engagement”, followers and likes. Today, content marketing is maturing and greater demands are being made on social media. CMOs are scrutinizing more tangible benefits like ROI and new customer acquisition.

This session will deliver specific case studies and real world examples of how organizations like yours have made the transition.

• Chris Baggott, Co-Founder & CEO, Compendium (@chrisbaggott)

1:45PM - 2:30PM

Local & Social: the New Search Visibilty Influencers

In this sessoin, you'll learn the importance of local search results, how they are ranked, how search and social media have become interdependent marketing channels, and how social media influences search results.

Focus: B2B/B2C on Search

• Maria Harrison, Partner, Bullseye Strategy

Power Up Your Email Marketing with Cutting Edge Design

Your email fights for attention in a crowded inbox.   At each stage, subscribers will consider whether to read their emails by their subject line, urgency, value, and interest. This seminar will help you understand the five stages of email viewing, and what you must consider in the from line, subject line, copy, and design to get it opened and acted upon.

Focus: B2B/B2C on Email Marketing

• Laurie Beasley, Owner, Beasley Direct Marketing

Mobile Marketing: How to get results in less than 24 hours.

Learn how a Las Vegas casino creates successful campaigns from concept to green backs in just a few hours time and engages the typically non-techie Baby Boomers along with the broader 30+ crowd via mobile devices.

Focus: B2C on Social Media, Mobile

• Andjelika Martin, Web Marketing & Development Director, M Resort (@Andjelika007)

2:30PM - 3:00PM

Break

3:00PM - 3:45PM

The Untapped Conversion Potential of Your Web Traffic

In B2B today, not a sale happens where the customer doesn’t, at some point, interact with your website.  When they get there, are they quickly finding information relevant to them?  In an environment where BtoB marketing messages are becoming more and more cluttered, it is becoming critical to serve relevant, targeted content to these prospects -- especially when you have visitors from a wide range of industries, company sizes and business units.  In this session learn how Adobe used real-time visitor identification to enhance the performance of their web analytics, multivariate testing and content management tools in order to deliver relevant, personalized, account-based content, identify advanced segmentation, and more.

• Mike Ward, Sr. Manager, Demand Gen Programs, Adobe Systems
  
• Junie Dinda, Director of Product Marketing, Demandbase (@jdinda)

Your Website is Pretty, but is it Effective?

This session will cover how to make sure you invested in your first point of customer engagement the right way. We'll discuss tips and tricks to assure you are not only securing the best platform for designing and coding your site, but also ensuring your investment is the best option to reach your audience. Learn about coding platforms, template coding vs. dynamic coding, content relevancy, and more.

Focus: B2C/B2B on Website Strategy

• Jen Brady, CEO/President, Fred & Associates (@fredassociates)

Digital in Action:  How Microsoft drives Social Media and Integrates into the Marketing Mix for Latin America

Centered on how social marketing operates in Latin America, this session offers real-world case studies - two involving Windows Live Messenger - that depict the social landscape in this region and how it can be successfully leveraged for business. You'll find out how the world's leading computer company, Microsoft, drives measurable progress in the industry, and you'll leave with the confidence and the ability to put these take-aways to work at your organization.

Focus: B2B/B2C on Social

• Claudia Monteiro, Digital Marketing Lead Microsoft Latin America

3:45PM - 4:30PM

The New Revenue Engine-Empowering Revenue Performance Management

The need for sales and marketing alignment is no new concept to organizations in fulfilling the need to drive revenue.  This session explores Revenue Performance Management, a strategy for managing a company’s interactions with buyers through the entire purchase process to enable more predictable, rapid, and profitable revenue growth.  You will hear the new realities of growing revenue such as changing buyer behavior and an evolving buying process and how companies can build their own revenue engines by leveraging the right tools, platforms, and communication approaches.

Focus:  B2B Demand Generation

Localization: Using Social Media, Mobile and Local Search to Grow your Business                                        

This session focuses entirely on the advantages of local search for business. You will learn how to use use local search, SEO, social media and mobile search to attract new customers to your business, raise brand awareness and increase customer loyalty and satisfaction. Additionally you will hear expert tips on staying up to date on the latest techniques.

Focus: B2C on SEO, Social Media, Mobile

• David Rodecker, Founder, Local Splash (@localsplash)

How To Become a Neighborhood Guru Using Geo-location Tools 

Harnessing technologies like FourSquare and GoWalla this session focuses on strategies for engaging prospects and driving business through sharing local expertise such as tips on good eats or nice parks. 

Focus: B2B/B2C Social Media, Geo-location

• Mike Lewis, VP Marketing & Sales, Awareness, Inc. (@bostonmike)

4:30PM - 5:15PM

Keynote Panel: Social Media "hotseat" 

Hear from both your marketing peers and the world's elite brands as they delve into how their organization has evolved into a successful social business.  From internal Social Communciation policy to business unit alignment and of course getting buy-in from the Big Kahuna(s).. insights, stories, and in essence one giant case study on how to succeed and avoid potholes along the way.

• Eli Goodman, Search Evangelist, comScore, Inc.
• Jacques Hart, CEO, Roar Media (@RoarMedia)
• Alex de Carvalho, Social Media Director, Speaker, & Professor (@alexdc)
• Maria Harrison, Partner, Bullseye Strategy

5:30PM - 6:30PM

SFIMA Sponsored Happy Hour