2012 Bend WebCAM Session Descriptions
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Thursday Sessions
Danny Sullivan: Opening Keynote
A Return To Bend: How SEO Has Changed Since I Was Last Here – Leading search engine guru Danny Sullivan will talk about the state of SEO when he first came to Bend in 1997 to help train locals who themselves went forward to conquer the SEO world. Safe to say there have been a few changes since then. Danny will cover some of the earthshakers and look ahead to what soon may come.
Hot Seat Website Review
With notables Will Scott, Brad Cohen, Kat Gordon, Ed Ouellette, Paul Owen and Marty Weintraub
Watch the sparks fly as six of our genius speakers from both sides of the tracks critique a handful of sites submitted by conference attendees, providing priceless comprehensive insight for the site owner and web designer, as well as the entire audience. To make sure your site gets chosen for review, contact Lynnette Braillard (a nominal $150 fee for a several hundred dollar value). To have a shot a getting your site reviewed for free, drop your business card in the fish bowl at the registration before the end of the lunch break. If your site is picked, you will be contacted via text message during the first afternoon session.
Anna Sawyer: Funny Business - Humor in Marketing
Humor helps humans connect, and as marketers we share the idealistic goal of really connecting with prospects and customers. But integrating laughs into your strategy isn't easy. Your jokes could be lame! They could derail the message! They could even create a PR disaster and cause you to lose business!
In this information-dense, interactive session, hilarious person and no-kidding digital marketer Anna Sawyer will identify practical strategies, tragic pitfalls, and real-life examples of companies like yours who brought a joke to an advertising fight - and won.
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Put on the "big brand blinders": look to SMBs and mid-market companies for inspiration
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You can't teach comedy (only I can): Foster innovation in brainstorming with techniques from improv comedy
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Crowdsource the consequences: head PR catastrophes off at the pass
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Rubber check-in: Anna sits down with an actual Humor Scientist (link: http://leeds-faculty.colorado.edu/mcgrawp/)to get YOU answers
Cal McAllister: Thinking
Slow down, be smart, sober up from the drunkeness that is opportunity and get back to craft.
Ed Ouellette: Why Being a Wet Blanket can be a Good Thing
You've got a meeting with a client who is excited about a competitor's social media campaign or the way another website looks on her iPhone – and she may be able to get the budget to implement those things for her company. But is that what she really needs? Ed makes the case that being the wet blanket in the room is sometimes the best thing for your project, your client and your business.
Anders Gustafsson: The End of BS in Digital Marketing
With the interactive landscape rapidly erasing the borders between ”traditional” and ”digital” - there’s finally context to the way we live our lives online. Context that makes it easier for smart brands to be more relevant and the agencys’ job is now more about experimenting with relevant platforms and less about experimenting in general. So let’s stop the guesswork and get super tangible and contextual about our advertising. (And watch some fun experiments along the way.)
Eric Enge, Panda, Penguin & the Future of Google
The rules of the game have changed forever. Google's Panda and Penguin algorithms represent new capabilities in spam fighting that are not fully understood by many. Matt Cutts, Google's head of web spam, confirmed as much in Eric’s recent interview with him. The time is now to get a jump on the competition by focusing on what will work today as well as in the future. Join this session to see what the new environment looks like, and how to leverage it to your advantage.
Karelle Dixon & Dan Hon: Closing Keynote
Emotional Storytelling in a Connected, Digital Age: Technology has undoubtedly changed the way we communicate in this day and age. Yet, whether you have a global product like Nike or you’re a local podiatrist, connecting with your customer and telling an engaging story on a personal, emotional level is more critical than ever. Join two of Wieden+Kennedy’s global leaders on the Nike account on a tour of emotional storytelling that will hit home with every business.
Lisa Rutherford: Tell Me a Story
The cutting edge of digital publishing technologies are opening up new opportunities for storytellers of all types. From authors to marketers, creatives are rethinking how we use narrative to reach consumers. Lisa Rutherford, co-founder and CEO of Coliloquy will share a case study from the front lines of the convergence of tech, creative, and marketing. She'll share a candid perspective of their hits, misses, and new opportunities on the horizon.
Bernie Borges: Digital Marketing is Like Building a Skyscraper
A digital marketing plan requires many skills including analytical, technical, creative, marketing and general business. Construction of a skyscraper similarly requires a mix of many skilled workers. The parallels are amazingly similar. Bernie outlines the skills and processes needed to equip marketers with a roadmap to build a skyscraper-size digital marketing plan, no matter the size of the brand.
Kat Gordon: Where Are All the Donna Drapers?
Female consumers influence the lion’s share of spending decisions for virtually every category in the marketplace, yet a recent Greenfield Online Study reveals that more than 90% of women feel marketers don’t understand them. With millions of dollars on the line, clients who entrust campaigns to agencies without diversity are taking a huge gamble. A world with a 97% skew towards men — the reality of creative directorships today — represents groupthink. And as anyone who has studied environments where creativity flourishes knows, homogeneity is the enemy. Ad veteran Kat Gordon uncovers how agencies need to rethink who’s doing the work, where it’s being done, and how quickly. Plus she'll show you how to be a "Guy Who Gets It" and ensure the female talent in your agency -- and your bottom line -- flourish.
Marty Weintraub: How To Actually Make Money Marketing On Facebook
Sure, making pretty friends is nice. It’s sweet to say we’ve got tons of Likes. However, Likes don’t buy bread or impress the bank very much. Join Facebook marketing warrior Marty Weintraub, author of Killer Facebook Ads, as he lays bare the FB marketing universe for exploitation, fun and profit. Attendees will learn:
- How to run a FB content marketing program that gains likes and helps sell.
- How to turn Likes into cash.
- Case studies to illustrate how business have made money using FB.
- Why FB ads are essential, even for community managers running organic FB campaigns.
- The essence of “Focused” community building and how to judge success.
- Sane KPIs you can sell you boss.
Don’t miss this no-holds-barred session with one of the industry’s most prolific and colorful speakers. Be there or read about it somewhere else.
Matt Siltala and Andy Melchior: The Pinterest Effect – The Effects of Pinterest on Business
Pinterest is the hot new player in social that now boasts more traffic than even Yahoo. Learn from case studies and real life examples of businesses using Pinterest to grow their brand. Learn what kind of content is being posted, and how to capitalize off the sites enormous traffic sending and converting power for ecommerce. Also in this session you will learn about all the new tools available for Pinterest and how to make them work for you. From competitive Intel, finding influencers and building a better community, this presentation will cover it all.
Caleb Whitmore: Making Smarter Decisions with Google Analytics
If you've used Google Analytics, you know it gives you access to a lot of data. But you also know how overwhelming all that data can be. Attend this session to learn how you can maximize your marketing efforts and website effectiveness by using Google Analytics to measure and optimize each component of your digital landscape. You'll learn:
- Best practices for creating a strategically driven digital analytics solution based on work with hundreds of companies worldwide.
- The seven causes of failure with Google Analytics, and how to avoid them.
- A four-pillar model for strategic success with your digital analytics efforts.
- What skill-sets you need in your team in order to implement and use Google Analytics effectively.
- Seven Google Analytics essentials you should be doing.
- A rundown of the latest and greatest features in Google Analytics and how you can best take advantage of them.
Friday Workshops
Bud Caddell: How to Stop Fearing the Future and Start Inventing it
For the last year, Deutsch LA has been developing a new discipline and service offering within the agency – Invention – one that favors experimentation over planning and product development over message deployment. It's been a challenge of talent, culture and purpose. Yet it’s yielding amazing results for Deutsch as well as for Bud, who was just named “Business Insiders Most Creative Person in Advertising Under 30.” In this very practical workshop, lessons learned will be shared, processes will be laid bare, and you might even be asked to invent your business right then and there.
Brad Cohen: Keep it Simple! The Late Majority Internet
We're in a whole new Internet, in no small part because everyone is on it. 51% of Americans over 12 years old are on Facebook. Over 70% of Americans are online. And the fast and furious pace of the web's impact on our communication is still gaining momentum. Brad will lead us through a workshop that explores the realities and difficulties of serving Late Majority users and how focusing on “The Simple Web” might be the answer.
The Art of Craft Beer Marketing
Tim Mather: Untappd’s Rise and its Affect on Beer Marketing
Untappd started as an idea based around the concept of bringing social media, location based check-ins, and beer together into one platform. This idea quickly grew into an extremely active social discovery and sharing network for all who enjoy a good beer. Being fully bootstrapped and run as a side project by two friends, Untappd has amassed a network of over a quarter of a million users and over 12 million check-ins. Having worked with many of the top breweries in the country, Untappd has proven itself as a successful marketing and social engagement platform for breweries. Co-founder Tim Mather will share with you the humble beginnings of Untappd as well as some interesting marketing strategies utilized by breweries within the Untappd network.
The Brew Crew Moderated by Dave Jones
with Tim Mather, Untappd; Ty Barnett, GoodLife Brewing; Nate Chambers, Brew Werks Brewing; Chris Cox, 10 Barrel Brewing Co.; Jason Randles, Deschutes Brewery, Kevin Smyth, Crux Fermentation Project
With a half dozen breweries opening in the last few years alone, Bend can claim more microbrews per capita than anywhere else in the U.S. And despite the tough economy and competition, each one is enjoying a booming business. How can a town this size sustain its unquenchable thirst for craft brews and keep them all afloat? Moreover, what are they doing to attract, interact with and retain loyal customers? If you’re ready for a cold one (or several cold samples) at the end of a mind-blowing conference, this is the place to be. Talk of the Town host Dave Jones leads a panel discussion featuring five local breweries, as well as a presentation by the Co-Founder of Untappd, a social site that allows beer lovers to comment on their favorite brews and bars around the world.
Social Media Profiles Shred Clinic
Will Scott, Matt Siltala, Marty Weintraub & Andrew Melchior
In the true spirit of conference “Site Clinics,” where industry ninjas provide real-time feedback on attendees' live websites, we’re putting on a social assets shredding gala! Come join Marty Weintraub, Matt Siltala and Will Scott as they dish out feedback on your Facebook, Twitter, LinkedIn, Google+ and blogs...real time. Bring the URLs to your social media profiles and let our esteemed panel sink their collective teeth into what's great and what can be improved. We'll tweet up and share in a supportive environment for some serious mutual growth.
Marshall Simmonds: Bootstrapping your SMB Online Search Marketing Program
Are you resource strapped? Are you the entire marketing team? Come hear top industry veteran, Marshall Simmonds, as he shares tools and strategy techniques for your small business. With years of in-house and agency experience, he'll discuss budget and workflow considerations as well as how to prioritize IT, SEO and marketing initiatives.
