Consumers can now create, consume and converse and the complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today’s marketing and advertising professionals. Nick Burcher, Head of Social for MediaCom across Europe, Middle East and Africa, literally wrote the book on Paid Owned Earned and in this session he will look at the different elements of POE, focusing on how they can be best programmed to work together for now and the future.
Social Media and the C-Suite: Building a Compelling Business Case
Social media conversations are happening about your company and executive brand right now. If you are not monitoring what is being said and responding appropriately, your organization and your C-suite could suffer a bad online reputation. These days, decision makers are either doing their own due diligence—looking up your business for reviews and case studies—or having their assistants do it. In fact, 60% of all corporate buying decisions are influenced by what is said online about the executives of the selling organization.
Why are marketers getting it wrong, and losing money, with their current attribution? The days of the last-click-wins mentality and ad-hoc online strategies are coming to an end. In a world of real-time bidding and programmatic marketing, great investment is made in bringing data together and ensuring a personalized experience for each user, but too little attention is paid to accurate measurement and attribution.
Carolyn Shelby, Director of SEO, Chicago Tribune/435 Digital
Premal Shah, Vice President of Strategy, Chango
Siddharth Shah, Director of Business Analytics for Advertising Solutions, Adobe
You may not know it yet, but your greatest asset is not your product; it’s your customer relationships. Your data is what offers insight in the minds of your customers. As a marketer, you need to foster lasting connections with consumers and truly quantify the ROI of your initiatives.
To use big data effectively, you must combine the science of data analysis with the art of relationships. This session will help you get started and show you which approach is right for your company.
Technology and social media platforms continue to evolve. To keep up, brands must combine paid, owned, and earned media into a cohesive marketing campaign. But with so many tools, channels, and devices to work with, how do marketers invest their resources and budgets effectively? How do businesses work with these different forms of media across various channels to get the best ROI?
Join this lively debate with some of the industry’s leading thinkers, who will share their thoughts on how to be a winner in this constantly changing landscape.
Large brands have an average of 99 different social accounts, and some manage far more. How do you create a comprehensive social-content master plan to meet the constant demands for posts, articles, videos, and photos? How do you maintain a consistent voice and brand image across thousands, if not millions, of posts? How do you ensure that your social efforts are integrated with SEO and paid media? How do you address different client segments effectively across all of your social entities?
Attend this session to find the answers to these questions. Discover best practices for content creation, management, and measurement, and learn:
Boardroom SEO is both an art and a science. If you’re a stereotypical SEO, you’re far down in the details, and your executives are confused. As the world of search evolves and the SEO industry matures, marketers face both a ranking challenge and a revenue opportunity. Not only have the search engine algorithms changed, but the consumer, and the digital and marketing mindset, have changed also.
Holistic marketing and revenue measurement are more important than ever. While search rankings still matter in relation to driving traffic to your website, it is essential to shift focus from rank to revenue in order to adapt to changing dynamics. This session will discuss:
Stop building links and start earning them by creating and curating content that is worthy of being shared. A successful content strategy is the fulcrum of your business. To succeed, your content plan must be diverse and creative, providing solutions and including hot topics that resonate with your target audience. But how do you start creating and curating the type of content readers and publishers can’t stay away from?
In this session, you will learn:
We have both Michelle Stinson Ross and Alan K’necht attending and live tweeting the morning keynote from SES 2013 in Chicago,
The opening Keynote entitled “Marketing and The Age of Participation” is presented by Daina Middleton, Global Chief Executive Officer, Performics. You can view the summary of what she had to say by seeing the summary of tweets below.