OMS Live!

Gillian, Founding President of SEOmoz, will share how SEOmoz built the world's most popular brand in search marketing applications through internal and external community development and support.

What is the ROI of Social Media? How can marketers and business owners set KPIs and measure success? Gillian provides a case study to demonstrate how startups can use social media to create initial corporate value, attract and serve customers, and increase brand penetration regionally and internationally. Using the SEOmoz case study, she will also demonstrate how even esoteric B2B brands can build strong communities who buy product, increase brand awareness, and protect a corporate reputation when necessary. 

In this workshop, you'll learn

• • What Social Media can accomplish for brands and businesses

• • How to set (and you WILL set) short, midterm and long term goals

• • Current and emerging tactics to accomplish Social Media goals

• • How to select (and you WILL select) the tactics that you'll want to study for the balance of your OMS agenda

Gillian Muessig, Founding President, SEOmoz

Chris, co-founder of ExactTarget and CEO & co-founder of Compendium, walks you through the fundamentals of business blogging, promising that you'll leave his workshop armed with enough information to actually execute on that business blogging strategy you've always dreamed of. 

You'll learn how to:

• • Understand the value of business blogging

• • Create great blog posts

• • Craft great calls to action

• • Unlock your potential content channels

• • Take advantage of the social media long tail

• • Run killer story-capturing campaigns

Chris Baggott, Co-Founder & CEO, Compendium

If you’re like most businesses, you already see the value in connecting with your current and potential customers via social media. But the challenge is figuring out what you actually need to do with social media in order to drive real results for your business or organization.
 
This seminar is the “what, why, and how” of social campaigns: how to drive repeat business and amplify word of mouth by engaging your happy customers, stay top of mind to make it easy for them to share your message, and measure results.  It’s divided into three core sections:

• • Plan: driving repeat business and amplifying word of mouth with a great offer!
• • Publish: sharing your message easily to stay top-of-mind with others.
• • Promote: growing your business and measuring results.

You’ll also learn 10 best practices that you can do today to supercharge your Facebook marketing and take that word-of-mouth marketing to the next level. We’ll share examples of how others are using Constant Contact’s Social Campaigns to engage their current customers, gain new customers and grow their business. During the Q& A section, you can ask questions, give us feedback and talk about your marketing experiences.

Elyse Tager, West Coast Regional Dev. Director, Constant Contact

If you have a business and a desire to increase your online visibility, this session is for you. Come learn how you can expand your online footprint and reach more customers with Bing. We'll help you explore your goal of increasing web traffic overnight. We'll also help you understand your current place in Bing's index. Need beginner's advice? No problem! We even have a way you can put your business online without a website. Come explore Bing's webmaster and online-advertising features with us. Bring your laptop and follow along!

You’ll learn:

• • The top 5 optimization tips to get the best ROI out of your campaign  

• • How to bring customers in your door with Bing Business Portal

• • How to unlock the power of the Webmaster Toolkit

Duane Forrester, Sr. Product Manager, Bing Webmaster Program

John Gagnon, Sr. SEM Manager, Microsoft Advertising

This session will teach you a systematic, repeatable framework that consistently increases conversion rates on landing pages, micro-sites, and entire websites by 30% - 250% and beyond.

Matt Dombrow will take you step-by-step through the five key conversion elements, show you specific examples and case studies, use the conversion framework to optimize audience members' sites live, and help you develop testing hypotheses you can implement on your own website as soon as you return to your office.  You will learn the same conversion process Matt uses with his clients to produce massive increases, including:

• • The five key elements of conversion rate optimization

• • Copywriting techniques that drive visitors to action

• • A repeatable conversion rate optimization process

• • Detailed examples that show conversion concepts in action

• • Specific testing hypotheses and ideas you can use on your site

Matt Dombrow, Master of Clickability, Clixio Search

In this 3 hour training session attendees will explore the latest tools and techniques for researching, identifying, managing and zeroing in on the right keywords for your SEO, PPC, Social Media and other marketing campaigns.
 
Using provided worksheets, your data and these new techniques you will leave the session with actionable insights, new keyword opportunities and new perspectives on how to leverage and manage the gold mine of data you already have in your organization.
 
We will first explore the fundamentals of keyword research and then quickly move into techniques and tools help you identify missed opportunities and create actions that will increase the overall performance of your digital marketing activities.
 
After attending, you will be able to:

• • Understand the role of Keyword Intelligence and the latest research techniques and how it can positively impact Search, Social and Traditional media campaigns.

• • Develop, refine and maintain a master set of keywords and align them to search intent and buy cycles that will energize your programs.

• • Identify the best available tools to get keyword suggestions, forecast website traffic, perform competitive research, and analyze keyword results.

• • Analyze and prioritize keywords and map to behavior and intent personas to maximize effective content creation efforts that will lead to conversions.

• • Learn effective ways to communicate the intelligence gained through keyword research and how to share it with key stakeholders responsible for all types of messaging within your organization.

Ron Jones, President, Symetri Internet Marketing

• • “Good, Bad, and Ugh-ly - What were they thinking? Lessons learned from the best and worst email campaigns from 2011.

• • Advanced Strategies to Grow Your Email List: How to develop a consumer generated list growth strategy that leverages all your channels.

• • Capturing and Leveraging Consumer Preferences: How to capture stated, observed, and implied preferences to drive engagement.

• • Nine Segmentation Strategies: Absolute to advanced; these strategies are a must for you to achieve true 1:1.

• • Tips on Stand-Out Creative and Effective Copy: Essential and advanced elements of creative and copy that drive superior results.

• • Bonus: A white paper on design principle best practices.

Sundeep Kapur, Evangelist, NCR Corporation

• • Creating Messages for Every Occasion:How to leverage reason – season - lifetime to create informational, transactional, and marketing messages for consumers.

• • CAN-SPAM, Privacy, ECOA, List “Rentals,” & Security: Making sure that you are compliant with the law, protecting consumer data, and following proper etiquette.

• • Reading Reports Correctly: 11 key reporting metrics that will help you drive superior campaign results.

• • How to use Mobile and Mobility: Your consumer is mobile and the smart phone has many options. Best practices to tie in mobile.

• • The Best Way to Leverage Social Media: You can use social to grow your influence, learn more about your consumers, and improve your overall email engagement.

• • Bonus: A white paper on the legal, technical, and business requirements of digital receipts.

Sundeep Kapur, Evangelist, NCR Corporation

We all know that every successful email marketing campaign combines the right target audience, compelling creative, and a relevant offer.  But even with the best components, if you don’t actively manage email deliverability, your emails could end up in the recipient’s junk folder.  Or even worse, your marketing emails could be blocked after your IP address/domain is flagged and blacklisted by an ISP. This session will review all of the factors that impact email deliverability, and how you can develop a simple methodology for managing and improving your company’s email deliverability in less than 6 months.

You’ll also learn about:

• • Industry and corporate definitions of  email deliverability

• • Why managing deliverability is critical to the success of your email marketing program

• • A practical framework to use when setting up your own email deliverability program

• • How to measure and track for success

• • Maintaining your company’s Sender Score and Reputation

• • Best practice learnings from 3 years of Cisco WebEx deliverability data

Alison Shaffer, Group Manager of Marketing Operations & Analytics, Cisco WebEx

The importance of marketing automation for B2B organizations cannot be understated.  The most savvy marketers and progressive organizations understand what value an MA strategy can deliver to their organization.  It is a great thing to have people talking about lead scoring and lead nurturing as a part of their marketing strategy, however to truly get the most from your automation investment it takes more.  To get the value from marketing automation, organizations must understand the imperatives of people, process and content.  It is more than just the technology for sure and it is essential to have this knowledge first and foremost before you get in too deep.

This course will clearly identify the critical components necessary for preparing for and implementing any Marketing Automation solution. More importantly, you will walk away from this session with actionable steps to take to ensure you are prepared for putting those components in place successfully!

You will learn:

• • How to understand the critical components necessary for implementing a marketing automation strategy including people, process and content - then technology

• • Keys to building a business case for automation

• • Tips for Identifying the key players within your organization that need to be involved in this process and the roles they should play

• • How to pap out best practices for implementing and launching a MA strategy

• • Methods for evaluating the best MA solution for your organization

Carlos Hidalgo, Executive Director, Marketing Automation Institute

Winning with marketing automation only starts with the proper systems integration and deployment. Long-term success and adoption ultimately depends on your Marketing Team’s ability to fully leverage the capabilities of your marketing automation system and drive effective use of the system throughout your organization.

In this dynamic, interactive workshop, you’ll learn exactly how to approach each key step along the marketing automation journey. The workshop starts with how to establish your Demand Funnel and then covers Lead Scoring, Nurturing, and Sales Alignment techniques. The session will cover how to develop personas and wrap up with KPI reporting and dashboards. See what success looks like by watching video case studies that take you behind the scenes to show you how it’s done. Have fun by teaming up with other workshop attendees to use the tools David and his team have developed for some of the world’s leading marketing organizations.

You'll learn:

• • How to establish your Demand Funnel and Align with Sales

• • Video Case Study: What Success Looks Like – Concur Technologies

• • Creating Sales Efficiency Through Lead Scoring

• • Automating Marketing by Lead Nurturing

• • Building Personas and Automating Data Hygiene

• • Master Reporting: Establishing KPI’s and Dashboards

• • Interactive Workshops - Keep it Fun and Lively

David Lewis, Founder & CEO, DemandGen International

Word of mouth has always been a high-value marketing channel for brands; however, there wasn’t an easy way to automate and measure this traditionally offline process.  With the increasing amount of consumer online sharing and conversations, brands have a new opportunity to identify their highly engaged, loyal customer advocates and turn them into “social advocates” – who in turn share their experiences and promote to their social communities.

In this interactive session you will learn how to tap into a new powerful marketing channel, your customers.  You will leave with practical knowledge on how to create and measure social referral programs that drive more qualified leads, higher value sales and rich social content.

You'll learn:

• • Consumer behavior has changed and the marketing opportunity of social referral programs

• • Your customers can be motivated to become your best marketing and acquisition channel

• • To amplify awareness of your brand and improve SEO rankings through the creation of social content

• • Social referrals can bring measurable results to your business including:  higher conversions, AOV, LTV and CTR

• • To leverage insights gained from your social advocates and referral programs to improve future marketing programs

Nichole Goodyear, Strategic Advisor, Extole

This workshop outlines all the most essential elements of how to plan, launch and run a successful affiliate marketing program for merchants. It addresses the major issues faced by new merchants coming into the space, as well as industry best practices for communicating with affiliates, negotiating placement of affiliate sites, recruiting "super affiliates" and much more. By the end of this workshop, merchants will have a greater understanding of whether an affiliate marketing program is right for their product and brand, how it can be integrated into their overall online marketing mix and what to do to make it succeed against all other affiliate programs in the same space.

You will learn:

• • What affiliate marketing is and if it's right for you
• • How to plan your affiiate marketing program
• • Strategies for recruiting affiliate marketers
• • Affiliate activation, motivation, and communication
• • Essential key performance indicators

Sarah Bundy, CEO, All Inclusive Marketing

Dave Wieneke, Digital Strategy Lead, ISITE Design

Gene Ehrbar, Director of Mobile Solutions, ISITE Design

This full-day workshop track covers the fundamentals of online marketing, including website strategy, usability, search engine marketing, email marketing, online reputation management, and analytics. Come for hands-on exercises and real-world case studies, designed to provide you a well-rounded, big-picture understanding of how all these digital marketing elements work, so you can always make successful, informed decisions when you get back to the office.

You will learn:

• • The digital landscape, stats, trends, and implications

• • How to utilize Google AdWords and other tools and strategies to reach marketing and revenue goals

• • SEO tools, strategies, and best practices

• • Proven methods for maintaining subscriber engagement and driving brand awareness

• • Key elements in a social media marketing plan, including a review of the major platforms and tools

Kent Lewis, President, Anvil Media

A well-organized organic search optimization campaign is a core component of any online marketing initiative. During this 3-hour intensive session you will learn the building blocks of an ongoing, successful SEO campaign:

• • Keyword List Development – understanding and using your customer’s language

• • Architecture and Technology Optimization – Removing roadblocks to the engines

• • Onsite Content Optimization – Using your onsite content to send then right signals to the engines

• • Starting The Link Building Process– Why are links important in SEO and how to develop them

• • Use social media and the signals that it generates to improve your search position

Laurie Beasley, President, Beasley Direct Marketing

Paid per click search engine (PPC) marketing is a proven and effective way to quickly drive traffic and sales to your site. What used to be a fairly straightforward marketing channel has become increasingly complex as Google and Bing are adding features and targeting to deliver improved performance to advertisers.

During this session you will learn how to:

• • Understand the starting points for an effective PPC campaign and how to get started

• • Develop a strong keyword list and understand how to successfully bid to meet your goals

• • Understand and use user intent to increase your ROI

• • Discover how Google+ is impacting ad costs

Laurie Beasley, President, Beasley Direct Marketing

It is harder than ever to get your email messages delivered and opened.   This session will discuss how email use is growing despite social media.  We’ll discuss the five stages of email viewing, and how to optimize your design for mobile, preview pane and blocked images.  Learn how to write effective subject lines and how to get your email delivered in today’s environment of aggressive spam filters. We’ll discuss how to make your emails more personal and relevant, and how to use social and video to improve click through and conversions. 

In this session you’ll learn to:

• • Optimize your email design

• • Get your email delivered through spam filters

• • Grow Your List

• • Be More Personal, Relevant and Timely

• • Optimize Your Email for Social  

• • Integrate Video

Laurie Beasley, President, Beasley Direct Marketing

You’ve got Facebook fans, blog twice a week, have over 300 LinkedIn connections and even manage to throw stuff on the twitter feed, but what’s supposed to happen now?  If your enthusiasm for social media is waning and you’re wondering how to infuse these marketing channels with purpose, look no further. Social Media Expert Sage Lewis will discuss how to bring new life into your established social networks and engage your audience to produce viral results that pay off.

You'll learn:

• • What makes you so special? Learn tactics for understanding your unique audience in each channel.

• • Stop torturing your followers: Understand how to truly connect with users through shareable, relevant message.

• • Managing ducks, rows, and multiple ponds: Develop a system for optimal engagement by learning to organize and cross promote channels.

• • Beyond Facebook flu: Find out best practices for running viral campaigns through all your social media channels.

• • All about tools: Discover best tracking tools and methods + automation update tool pros and cons.

Sage Lewis, President, SageRock Web Marketing Agency

Video communicates a world about someone or an organization instantly, making it an excellent medium for building trust and credibility with your target market.  In this workshop, you will learn how to put together completely credible videos, easily and effectively, including equipment tips and set-up, evaluating hosting partners, video syndication, podcasts, and more.

You'll learn:

• • Straight-forward video production

• • Evaluating video hosting partners and avoid pitfalls all too common

• • Explore YouTube and some little-known benefits that you can leverage

• • Video syndication – options for setting it up and getting started

• • How to incorporate video into your website and blog

• • Additional Video content idea generation, with a quick setup of a market listening strategy that will help with content and video ideas.

Kim Albee, CEO, Genoo, LLC

You've got a fan page, got some fans, and built up your social team. Now what?  Learn what brands like Rosetta Stone, MTV, and even small companies are doing to harness the social graph to drive ROI. You'll walk away with actionable steps for your company that will be effective in a rapidly shifting landscape-- Facebook brand pages, Google Plus pages, LinkedIn company profiles, and so forth.

This workshop will answer questions like:

• • What are the tactics that successful B2B marketers are using to generate traction on Facebook?

• • What is the value of a social-driven lead and how do you treat these differently than other channels?

• • What's the right combination of strategy, tools, and process for my business in 2012-- whether I'm starting out or have a strong social community already?

• • What are the best tactics to get buy-in from IT and other marketing departments to get resources and coordinate on social.

• • What are examples of failure on B2B social marketing and how can we avoid them?

Sundeep Kapur, Evangelist, NCR Corporation

Dennis Yu, Co-Founder & CEO, BlitzLocal