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Insights Discovery
Pre-Conference Workshop
Presented By: Deb Weekly
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Day 1: Thursday, October 15
| | | | Search (Room H)
| Social (Room I)
| Creative (Deschutes Room)
| | 11:00a -11:30a | Registration and Check-In | 11:30 a-1:15 p
| Lunch, Welcome & Keynote (Main Ballroom)
Opening Keynote: Meet Mr. Wrong
Jim Riswold, Wieden + Kennedy and W+K12
* Download: Hitler Save My Live Presentation* | 1:15-1:30 p
| Break | | 1:30-2:40 p | A | SEO Framework
Derrick Wheeler
| Reputation Management
Rhea Drysdale
*Download Presentation*
| Fail Harder: Success Stories from a Bold Collaboration
W+K 12
| | 2:40-3:00 p | Break
| 3:00-4:10 p
| B | Making Search Work
Bill Leake
| Links: Social and Otherwise
Dave Snyder / Scott Polk
*Download Presentation*
| Radio and Audio Love
Doug Zanger | 4:15-4:30 p
| Break | 4:30-5:45 p
| Social Media Panel Discussion (Main Ballroom) Moderator: Chris Winfield
Panelists: Adam Audette, Rhea Drysdale, Laura Lippay, Matt Peterson, David Snyder | 6:30-8:30 p
| Brew Ha-Ha: Beer Drinking, Networking, Good Times (The Blacksmith Restaurant)
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Day 2: Friday, October 16
| 7:30-9:00 a
| Breakfast & Keynote (Main Ballroom) | 9:00-9:20 a
| Break | 9:20-10:30 a
| C | Your Town SEO
David Mihm
*Download Presentation*
| Social Case Study:
Zappos.com
Adam Audette
| The $6 Million Creative
Matt Peterson
*Download Presentation*
| 10:30-10:45 a
| Break | 10:50 a-12:00 p
| D | Search Success
and Failure
Marshall Simmonds
*Download Presentation*
| Viral Campaigns
Dave Snyder
| Humanitarian & Cause-
Related Branding
Tim Girvin
| 12:00-1:30 p
| Lunch & Keynote (Main Ballroom)
| 1:30-1:45 p
| Break | 1:50-3:00 p
| E | Straight Up SEO: Real Tactics Adam Audette/ Todd Friesen
| From Wallflower to
Social Media Butterfly
Laura Lippay
*Download Presentation*
| Employment Branding
Debra Weekley | 3:00-3:20 p
| Break | | 3:20-5:00 p | “Search Engine Hot Seat”(Main Ballroom) Moderator: Todd Friesen
Panelists: Tim Girvin, Laura Lippay, David Mihm, Scott Polk, Marshall Simmonds, Derrick Wheeler | 5:00 pm
| Thank you and Grand Prize Raffle!
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Day 1: Thursday, October 15th
| Breakfast Keynote: tba
Presenter: Jim Riswold, Creative Director, Wieden + Kennedy
Main Ballroom
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Break
| The Best Framework for SEO Success
Presenter: Derrick Wheeler
Trying to organize a team, define scalable strategies, and implement SEO tactics within your organization? Learn how Microsoft.com is tackling this issue utilizing their simple internal SEO framework. Even if you’re a one-person SEO show, this framework can help organize your thoughts, teams, and projects to ensure that all aspects of SEO are covered.
| Online Reputation Management: Beyond the Google Alert
Presenter: Rhea Drysdale
Managing your reputation takes more than a Google alert. This session steps beyond the basics of brand monitoring to explore often misunderstood techniques in online reputation management. We'll walk through specific examples for corporate communication, online engagement, consumer advocacy resolutions and how to insulate yourself from worst-case scenarios. Because, let's face it, stuff happens.
| Fail Harder: Stories from a Bold Collaboration that was Doomed to Succeed
Presenter: W+K12
W+K12 is diverse assortment of designers, writers and strategic thinkers assembled by renowned ad agency Wieden+Kennedy in its Portland headquarters. This unique artistic collective is named for its 12 new, talented members who are selected every 12 months. Collaborating on client projects, the group seeks to discover different ways to create together, while serving as a laboratory for the advertising industry's best practices and newest thinking.
It’s an experiment. It's a school. It’s a mini ad agency. And an idea factory. But mostly, it’s a place where people learn to solve problems. If 12 complete strangers can do that, maybe both sides of your brain can too.
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Break
| Making Search WORK:
A Step-by-Step Guide for Success, from AdWords to Landing Page Best Practices to Metrics
Presenter: Bill Leake
Far too many search campaigns, both Paid (PPC) and Natural (SEO) fail to meet expectations. Pitfalls lurk at every step of the process. An improperly run Google AdWords campaign will mess up your SEO performance and waste money. This session focuses on intermediate and advanced strategies that you can deploy today to:
• Re-launch and retune your paid search for better core ROI
• Extend paid search campaigns into more effective areas
• Develop a testing culture, where you are always working on performance improvements
• Improve conversions
• Invigorate your SEO campaigns
• Ensure metrics to track, manage, and measure all of the above
| Links: Social and otherwise
Presenters: David Snyder & Scott Polk
Learn how to build organic links to your website in detail through traditional methods and social media. Having an organic balanced link portfolio is now becoming more and more important in the eyes of the search engines as they attempt to weed out link exchanges and purchased links.
Dave Snyder, an expert in Social Media Marketing will discuss how to acquire links from the web's newest form of Voting. And you will get a technical SEO perspective from Scott Polk on the best methods to traditional build links where quality far exceeds quantity.
| The $6 Million Creative
Presenter: Matt Peterson
"Steve Austin, creative. A man barely alive. Ladies and Gentlemen, we can rebuild him. We have the technology. We have the capability to build the world's first bionic creative. Steve Austin will be that man. Better than he was before. Better, stronger, faster." Shenanananannaahhhhh...let's talk about the creatives expanded role in today's agency.
Better, faster, stronger. Better at logistics, faster at concepting, stronger at engineering a plan. Add in more entrepreneurial, digital master, social genius... What else is expected of the re-built creative of today and the future? A lot.
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Break
| Social Media Expert Panel
Moderator: Chris Winfield
Panel: Adam Audette, Rhea Drysdale, Laura Lippay, Matt Peterson, David Snyder
Main Ballroom
Join our panel of experts as we examine several sites and share ideas how these sites use or could use social media to help their business.
| Brew-Ha-Ha
Beer Drinking, Networking, Eating, Hijinks Ensue
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| Day 2: Friday, October 16th
| Breakfast Keynote: What lies beneath: symbolic design, metaphors, the cloud of knowing.
Presenter: Tim Girvin, Principal, Girvin, Inc.
Main Ballroom
Exploring the patterning of living as a designer, but never being trained as one.
Tim has never had a job. He's always worked for himself -- and those that he serves. Most of the people that work at Girvin, NYC + Seattle, haven't lived as long as Tim has been a designer. Yet, really, he's not a designer in any conventional sense. Starting out as a biologist, he then studied art history, architecture, cultural expression, the book, the word, the letterform -- and the mythic archetype, Tim's work comes from a different place. And while his practice moves over nearly 40 years, he's still exploring.
His work is about looking in, and looking into the heart of the clients that he has -- from branding the story of single human beings, to working on global design -- across all media. The real work is finding the symbolic underpinnings, the soul of things. To that end, he's exploring the metaphors of creativity and hybrid media - and how, in the cumularity of thoughtfulness – the allegory of the cloud mind -- brands, stories, people get to new dimensions of creative action.
Content, contentment, continent and containment -- they are the thread of the work.
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Break
| SEO In Your Town
Presenter: David Mihm
With industry estimates ranging from 25-40% of all searches that incorporate some form of geographic intent, Local search is quickly becoming a key traffic channel for companies of all sizes.
In this session you'll gain an understanding of how Local search engines like Google Maps and Yahoo Local work, and learn strategies for maximizing your exposure for geo-relevant search terms, including a look at the major Local data providers, factors for ranking well in Local searches, and how to engage in social marketing at a Local level.
| Social media case study: Zappos.com
Presenter: Adam Audette
We'll cover the social media strategies of ecommerce giant Zappos, which did over $1 billion in revenue online in 2008. While the company is large and well-known, the techniques they used to help propel such online growth are adaptable to almost any company of any size. For Zappos, it's all about customer service, and that means social media is an important channel.
Find out what Zappos does to engage with their customers and the online community, from the man who's been working with them since 2001.
| Radio (and Audio) Love
Presenter: Doug Zanger
Radio and audio can create a unique and powerful bond. Whether standing alone or part of other media, they can engage all senses. This energetic session gives a personal account of how one man went from overnight DJ to unabashed fan of all things audio -- and how creativity and connection played a primary role. There is also a hands-on opportunity to learn how to go from creative brief to exceptional audio -- learning how to leverage each step efficiently and effectively. It's about traditional radio, programming, Internet radio, audio and how love makes it all happen.
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Break
| Search Success and Failure: Learn from the Best Mistake Makers
Presenter: Marshall Simmonds
As publishers move aggressively on to the internet, more and more editorial and production teams are faced with the task of promoting content and reaching a segmented audience. Search engines are the number one way people find information online. How can content and archives be optimized to maximize traffic, reach and retain new readers? What are the pitfalls to avoid?
Learn about the popular trends, new services, and the benefits of search engine optimization for customer acquisition and retention.
| Igniting Viral Campaigns through Social Media
Presenter: David Snyder
How to leverage and ignite viral marketing campaigns through Social Media with a direct tie-in to Search Engine Optimization, Traffic and Branding for your websites.
| Exploring the Humanitarian Brand:
Strategies of Cause-Related Brand Development, Positioning and Community Development
Presenter: Tim Girvin
Tim has had the opportunity to partner with some of the most extraordinary cause-related humanitarian groups in the world -- from Gates and Seattle Biomedical, Heifer and Gere Foundation, World Vision and Unicef, UJA to Blue Knot, the University of Washington and the Duke Institute for Genome Sciences and Policies, Greenpeace and the Nature Conservancy. Over time he's learned a great deal about messaging, visualizations, strategic development and branding tactics. Come explore more about how your organization can more effectively reach to extant communities, as well as developing new audiences.
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Break
| Lunch Keynote: Social Media is Changing Your Business (What You Need to Know)
Presenter: Chris Winfield, CEO,10e20
Main Ballroom
So you think you're the one company that social media won't affect? Think again.
Social media is changing the way people make buying decisions. It's changing the way that people communicate with companies (and with each other). And at the end of the day, it can potentially make or break your company.
Chris Winfield will walk you through what social media really is (hint: there's more to it than Twitter) and how your business can effectively leverage it to build better relationships, increase traffic to your website and ultimately become a better company.
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Break
| Straight Up SEO
Presenters: Todd Friesen & Adam Audette
Join these two Search Engine Optimization (SEO) industry experts as they deliver practical SEO tips to help you in your (SEO) work. They are going to get down to the nitty gritty and focus on SEO.
Only SEO. Facts, myths and conjecture about SEO. Fundamental SEO and Advanced SEO. There will be presentations about SEO by top SEO experts with years of SEO experience. Straight up SEO. Got a question about SEO? We have answers about SEO.
(NOTE: This SEO session description has not been manipulated or optimized for SEO related keywords in any way ;-)
| Transform Your Company From a Wallflower into a Social Media Butterfly
Presenter: Laura Lippay
In this session we will look at the people, tools and strategies you need to get your company on board and on track with social media today, including:
1. Why social media?
2. Who should be involved?
3. What is the benefit for each stakeholder?
4. What are the objectives of each stakeholder?
5. Where do you start?
6. How is a social media strategy formed?
7. What can you do to avoid failure?
8. How can you measure success?
As a bonus, you can download a side-by-side feature comparison of 9 social media vendor solutions (listening platforms, reporting and analysis) that can be used to compare potential solutions for your own company. Whether you’re a small or large business, you’ll leave with first steps to successfully getting involved in social networks.
| Employment Branding
Presenter: Debra Weekley
While most of the marketing and communications world has been focusing on adapting their businesses to better impact the Digital consumer over the past several years, a new type of branding has been quietly emerging: Employment Branding.
Most consumers agree that employees of a company make or break its brand. Most general managers know this, especially at Retail. A majority of companies spend most of their money and time on their consumer brand.... but is their consumer experience as strong or resonant as their employees’ experiences?
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Break
| Search Engine “Hot Seat” Panel
Moderated by Todd Friesen
Panel: Tim Girvin, Laura Lippay, David Mihm, Scott Polk, Marshall Simmonds, Derrick Wheeler
Main Ballroom
Join our panel of experts as we place several websites on the “Hot Seat” and discuss practical search optimization techniques they should consider.
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