Presentations: Social Media Marketing

The Social Media Marketing Book Download sample chapter from “The Social Media Marketing Book“
By Dan Zarrella

From listening and engaging to targeting and measuring, the social web has become central to marketing strategies for companies of all sizes, in every sector. With road-tested case studies and hard data, this track takes an honest, clear-eyed look at approaches that work and mistakes you can avoid.

Sessions are being confirmed daily. Please check back often to see the latest program content.

Behaviorally Targeted Advertising – Holy Grail or Third Rail?

Satya Patel (Battery Ventures), Mathew Greitzer (Razorfish), Fran Maier (TRUSTe), Ingrid Sanders (TARGUSinfo), Omar Tawakol (BlueKai) Moderated by: Satya Patel

Online data collection is fueling a new wave of behavioral targeting, but does the potential effectiveness justify its real or perceived invasiveness? Experts from across the advertising ecosystem will provide a reality check on the balance between privacy protection, user experience, and ad revenue; and share insights into encouraging mutually beneficial web site interactions.

Being Optimally Social – How Not Talking About Your Product Can Bring Huge Rewards

Rand Fishkin (SEOmoz), Stephan Spencer (Covario)

These two co-authors of O’Reilly’s “The Art of SEO" will go beyond friending, following, digging and tweeting to discuss clever and novel ways to leverage social media, communities, and and user-generated content that your organization is likely not doing.

Content Strategy for the Real World

Kristina Halvorson (Brain Traffic)

The web industry is abuzz with The Next Big Thing… content strategy! Why? Because content is hard. It's messy, it's complicated, and it's expensive. Content strategy to the rescue! This session will teach you about core tools and processes you can take advantage of right now. And when you do, you'll see immediate results: better, more manageable content your audiences will actually care about.

Did Social Media Hijack My Marketing and Communications Strategies? How to Survive in a Post-Facebook World

Michael Smith (The Association of Former Students of Texas A&M)

The Association of Former Students at Texas A&M made some significant mistakes in a communications strategy that underestimated social media. We've learned that integrating with (and effectively using) social media is a MUST, and NOW. This session will show you where it’s at, what to expect, what NOT to do, and how to begin using it to be more relevant than ever.

From Faceless to FANtastic – Real World Lessons on How to Engage and Grow Your Facebook Fans

Ekaterina Walter (Intel), Dawn Foster (Fast Wonder Consulting), Kara Krautter (Dell), Angela LoSasso (Hewlett-Packard, Co.) Moderated by: Ekaterina Walter

Ever wonder how brands turn regular customers into loyal advocates? Join this panel of seasoned social media practitioners from Intel, Dell, HP as they discuss Facebook lessons learned in the real world, including how to build long-term relationships with customers, encourage deep interactions with fans and innovative ways of incorporating Facebook into your integrated marketing strategy.

From Zero to One Million Users

Drew Houston (Dropbox), Adam Smith (Xobni)

Many products launch, but few reach widespread adoption. Learn how the founders of Dropbox and Xobni attracted millions of users within the first two years of launching their products on a $0 marketing spend. Topics include practical tips on how to encourage word of mouth, build buzz and attract PR, and create products that people love.

Lessons from the Marketing Campaign Trail: Using Social Media to Engage Multicultural Communities

Jessica Faye Carter (Nette Media)

Wondering how to reach diverse audiences using social media? Find out what companies like American Airlines, the NBA, PepsiCo., and Unilever are doing to engage multicultural consumers. Learn about the attributes and value systems of multicultural social media users, and get started developing culturally relevant campaigns that will result in strong reverberations in varying markets.

Location, Location, Location: The Hot Trend in Social Media Marketing

Melissa Jordan (Bay Area Rapid Transit), Tristan Walker (Foursquare)

Location-based services are changing social media marketing in a big way. The phenomenon of the real-time “check-in”-–and the value associated with it-–give marketers a rich new vein of customer interaction and information to tap. Foursquare is a leader in the growing space of location-based services, and BART was one of their first brand partnerships.

SEO: From Soup to Nuts

Eric Enge (Stone Temple Consulting), Rand Fishkin (SEOmoz), Stephan Spencer (Covario), Jessie Stricchiola (Alchemist Media, Inc.)

Whether you are a developer or a marketer, a seasoned expert or a newbie, this workshop is for you. We will run through all the different requirements for a website that will ensure SEO success — from crafting content and code for search engines to essential tools and methodologies.

Social Or Anti-Social? The Next Generation Of Online Display Ads

Richard Jalichandra (Technorati), David Kopp (Yahoo! Inc.), Catherine "Cat" Spurway (PointRoll), Carnet Williams (Sprout) Moderated by: Richard Jalichandra

"Social" means different things to different people in the online display advertising space. This panel is challenged to identify what "social" means for online advertisers and how next generation of online advertising will integrate social content and connectivity. And, where is the line between social relevancy and anti-social practices that use personal information inappropriately?

Starting from Zero: Building Trust & Enthusiasm for an Unknown Brand

Rebecca Thorman (Alice.com)

This session will teach attendees how Alice.com successfully validated an unknown brand and built recognition, affinity and trust with key influencers through an integrated social media strategy. The key points will include: - How to introduce an unknown brand to key influencers - How to build an integrated social media strategy - How to keep the momentum and generate enthusiasm

Web Analytics – Tracking People and Not Just Numbers

Neil Patel (KISSmetrics)

Because the web is changing companies can no longer just track things like pageviews and conversions. You have to start tracking the people that visit your website so you can get a better understanding of their motives and behaviors. Without tracking the individual user you will never get to understand what truly causes them to convert.