Social, Mobile and Digital Marketing Boot Camp

May 16 2012

Houston, TX

Hyatt Regency Houston

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Full Price
Full day pass$479
Half day pass$229
1 workshop pass$99

OMI members save up to 35% on workshops. Contact us at memberdiscounts@onlinemarketinginstitute.org for discount codes.

Venue

Hyatt Regency Houston | Website | Map
1200 Louisiana Street, Houston, TX 77002

The Social, Mobile & Digital Marketing Boot camp is a series of flexible, in-person, education-focused workshops (attend anywhere from 2 to 8 hours!) that will provide you in-depth training in the disciplines that make up your marketing mix. See agenda »

Why Join Us?

  • Mobile marketing & app success case studies
  • Improve your marketing results when you get back to the office
  • Advance your career with practical knowledge
  • Proven tactical Facebook and Twitter engagement strategies
  • Best practices in email, search, analytics, conversion and more...

Train Your Team

Get your entire team up-to-speed on the tactics of successful digital marketing. When 3 or 4 register as a group, save 25% with code GROUP3. When 5 or more as a group, save 30% with code GROUP5.

Workshop Tracks Advanced B2B Lead Generation and Nurturing: Optimizing Your Funnel for Success Digital Marketing Fundamentals Driving Consumer Engagement via Email, Mobile, and Social

Instructor: Laurie Beasley
Boost your revenue with four expert-led workshops on how to improve your lead generation and nurturing initiatives. You'll leave these workshops with a solid understanding of how to optimize your conversion rate, develop a successful lead-nurturing program, manage multi channel campaigns, measure success and more.

Instructors: Hallie Janssen, Kent Lewis
These workshops cover the fundamentals for all areas of online marketing including: Website Strategy, Usability, Keyword Research, Search Engine Marketing, Email Marketing, Online Reputation Management, Mobile, Social Media, and Analytics. You will leave with a well-rounded understanding of all aspects of online marketing, including the big picture of how all the elements of online marketing work and their foundational best practices.

Instructors: Dennis Yu, Sundeep Kapur
This track will provide you with a deep understanding of key digital channels and help you lay the foundations for a successful consumer engagement strategy. You will walk away with invaluable tips and specific tactics that will help you adjust your strategy to meet your strategic goals.

8:00AM - 10:00AM

Planning for Success

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Learn how to dramatically improve your lead generation quantity and quality in this hands-on, tactical workshop. We'll kickoff with an overview of the top four challenges B2B organizations face in effectively managing lead generation—and how to solve them.. You'll learn how to effectively grade and score leads, how to create a reverse sales funnel and go-to-market plan. You'll leave this workshop with solid action items to dramatically improve your lead generation campaigns.

You will learn:

  • Best practices for campaign planning, database development, media selection and execution
  • How to create a reverse sales funnel
  • The components of a great go-to-market plan

Website Design & Measurement

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Learn the elements of a powerful online presence, including website design, usability and analytics. You'll get an overview of the state of digital marketing, and insights into the web development process, including usability best practices. Finally, you'll gain an understanding of measurement across all digital marketing, particularly website analytics.

You'll learn:

  • How to utilize the latest research to make a case to management for digital marketing
  • Insights into the web development process, including planning and resources
  • Usability (UX) design best practices to maximize conversions
  • What and how to measure in digital, with a focus on Google Analytics

I – Cross-Channel Integration & Engagement

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1 - Case Study: Pursuing Cross Channel Engagement!
Your messaging strategy needs to be coordinated across channel—you cannot pursue engagement in a silo. Join us as we discuss lessons learned and success achieved with cross channel digital marketing.

2 - The Latest in Social: What's New? What's Working? What's Expected!
Social media is full of applications and destinations. Blogs, Facebook, LinkedIn, Twitter, Google+, Podcasts, Flickr, YouTube, Pinterest, Tumblr, & Foursquare. With so many options, where do you begin? We'll reveal what B2B, B2C, and C2B organizations need to know about each one of these social channels, and how to use them effectively.

3 - 11 Deadly Social Media Sins: Mistakes Brands Make!
Discover the key mistakes big brands make, and how to avoid them.

10:00AM - 12:00PM

Multi-channel Marketing Best Practices

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In this session, learn the multi-channel tactics that work best for B2B. We'll dive into an extensive discussion on best practices and case studies around effective email, direct mail, search, social, and telemarketing, and how you can sequence them to get more qualified leads. We'll end with best practices on offer and content strategies.

You'll learn:

  • What offers and content work best
  • How to improve email deliverability
  • How to optimize your emails for mobile, preview panes, and blocked images
  • What search, SEO and social strategies you should prioritize for B2B
  • How to use other channels, such as direct mail and telemarketing to get even more qualified leads.

Search Engine Optimization

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This session is designed to provide a high-level overview of search engine optimization (SEO) best practices, from strategies to tactics. We'll start out by focusing on keyword research—how to select, refine and incorporate keywords into website copy and code. Then, we'll tackle the intricacies of on-site optimization and off-site link development strategies to maximize search engine visibility.

You will learn:

  • How to identify, select and incorporate keywords into your web presence
  • How to incorporate keywords into website copy and code
  • How to influence ranking with off-site factors including link development
  • Understand the impact of social media signals on search engine rankings

II – Email, Mobile, Social: Best Practices for Higher Engagement and ROI

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1 - Email Marketing: Want to drive 51% engagement?
Learn the seven key drivers of email marketing success in 2012, and see real case studies and lessons learned on Segmentation, Personalization, Intelligent Preference Centers, Testing, Transactional Focus, Deliverability, & Content.

  • Good, Bad, and Ugh-ly - What were they thinking? Lessons learned from some of 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.
  • 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.

2 - Mobile Marketing: Five Key Considerations for Mobile
Discover best practices that highlight technology, usability, privacy, personalization, and real-time interaction.

3 - Solving the Deliverability Conundrum
Get proven and practical tips to boost your email deliverability, improve your mobile effectiveness, and raise your level of engagement in social.

12:00PM - 1:00PM

Lunch

1:00PM - 3:00PM

Targeting Multiple Decision Makers, Optimizing Lead Nurturing, and Measuring Results

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In this session, discover how to use segmentation and relevant communications to effectively reach multiple decision makers. Learn how to nurture leads to get up to 47% larger average order sizes. Finally, we'll cover database development and management, and cap off the session with a discussion around results, measurement, optimization and automation.

You'll learn:

  • How to effectively market to multiple decision makers using segmentation and relevance factors
  • How to build and maintain your database
  • How to effectively measure and track your lead generation campaigns
  • Do's and don't of marketing automation

Online Advertising & Reputation Management

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Discover the latest online advertising strategies and tactics. We'll start by focusing on pay-per-click (PPC), particularly Google AdWords, although social platforms, display and remarketing will also be discussed. Then, we'll combine concepts from the morning SEO session to help manage reputation online.

You will learn:

  • Understand what online advertising opportunities are most relevant to your business
  • How to build and manage a Google AdWords PPC campaign
  • Incorporate the latest advertising strategies including social and remarketing
  • How to leverage SEO and PPC for online reputation management
  • III - Successful Social Media Marketing Tactics for Better Results

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    Live Facebook Deep-Dive

    • How to get 1000 likes in 60 minutes
    • How to choose the right content
    • How to run sponsored stories
    • The pitfalls of managing your page
    • Choosing the right apps for each goal
    • How to benchmark your numbers against your competitors
    • How to conduct audience analysis
    • How social impacts search results
    • How to measure true amplification & exposure
    • How to manipulate Edgerank
    3:00PM - 5:00PM

    Analytics & User Experience – How To Measure Success and Create a World-class Website Customer Experience

    Email, Mobile and Social Media Marketing

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    This session will provide insights into email, mobile and social media marketing. The first segment will outline foundational email marketing strategies and tactics. The second segment will cover the ever-changing world of mobile marketing, including industry statistics and best practices. The third segment will provide a foundation for developing a powerful presence in social media. What you will learn:

    • How to create, optimize and manage an effective email marketing program
    • Understand how to build and integrate a mobile marketing strategy
    • Create a foundational social media strategy, including measurement and management
    • How to select and optimize specific social platforms based on customer usage and goals

    IV - Measuring ROI on Social, Mobile, and Email

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    1 - Lessons Learned from 120 Billion Facebook Impressions
    Successful brands need to focus on increasing interaction effectiveness with their consumer base. Get started by increasing the frequency of exposure, paying close attention to what is being discussed, so you can truly engage. Six months, 120 billion impressions — lots of learning.

    2 - Measuring ROI on social, mobile, and email
    What different metrics mean on each channel? How to align your campaign goals with campaign results? How to use real time interaction to create long-term engagement? Tips on building an engagement optimization framework that moves from awareness, to engagement, to leads, to conversion, to loyalty.

    3 - Closing Keynote Panel on Social Trends
    Three key trends are driving social — Social Integration, Social Measurement, and Social CRM are giving brands opportunities to engage. Join a panel of your peers to discuss ideal practices that can help you shape your converged channel marketing.


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