Special Event
Wednesday, May 7th
Special Day-Long Event - Additional Registration Fee
Online Marketing Strategy and Planning Summit
Sponsored by: Online Marketing Summit, Executive Director, Aaron Kahlow

Online Marketing Strategy and Planning Summit
8.30 – 9:00 – Big Brands Big Plans Panel: How the Leading Brands Succeed Online & in Social Media
Speakers:
Paul Marston, Sr. Director Cisco.com
Mario Sundar, Community Evangelist, LinkedIn
Annand Iyer, Director of Community, Microsoft
Sandra Zorrati, VP of Marketing, IBM/Ricoh
Wendy Aldrich, Director of Marketing, Disney Internet Group
Todd Simms, Executive Vice President, Business.com

9:10 A.M. – 10:30 A.M.
Building Your Online Strategy
& Plan [F]
Speaker: Aaron Kahlow, Executive Director, Online Marketing Summit

10:40 AM – 12:00 PM
Website Usability: Balancing the Customer Experience
and Conversions [F]
Oliver Chane, CEO, Magnify 360

1:00 P.M. – 2:20 P.M.
Best Practices in Balancing Your: Search Engine Optimization, Paid- Search and Email Campaigns
Ray “Catfish” Comstock Senior Search Engine Marketing Analyst, BusinesOnline

2:30 P.M. – 4:00 P.M.
Social Media and Measuring: Your Online Success [F] Jason Breed, VP of Sales and Marketing, Neighborhood America

Details of this Day-Long Workshop
Hands-on Workshop Four-Part Series
“How to Execute Online Marketing”

This Workshop is broken into four parts to best serve you, the marketers needs. Each session will build upon the other, so whether you attend for the full day to learn all aspects of executing online marketing or just choose a session more relevant to your needs, the sessions is built to ensure you have action itmes and take aways for you to leverage in your everyday efforts. The day starts with Online Marketing Strategy and Planning to set the tone for how to budget, plan and set the course for a strong Online Marketing and website strategy and truly prioritize your efforts. We then move into best practices in Website Usability to help us all focus on improving the customer experience and conversion rates of all online campaigns that flow through our landing pages, microsites and websites. Then after lunch we get into the depths of driving traffic and how leading organizations balance Search Engine Optimization, Paid Search and Email Campaigns. Finally we wrap up the day talking about Social Media and Analytics. We drive home the real business applications behind user generated content, social networks and video as well as help you align your web tracking to your busininess objectives.

Hands-on Part One:
Building Your Online Strategy & Website Plan
Learn how to properly Planning and Budgeting for Success.
Most marketing departments have a difficult time building a plan that seamlessly integrates the online marketing components of the marketing mix. With email, analytics, website changes, landing pages, search marketing, social media playing a changing and ever increasing role in our efforts, we must learn how to prioritize and break out these areas into components that wrap well into the overall marketing strategy. In our opening session, you will learn how leading companies plan for success and build these plans into a well thought out strategy and related budget.


Hands-on Part Two: The Fundamentals
Website Usability: Balancing the Customer Experience and Conversions
Fundamental
With your website being the epicenter of all marketing efforts, it’s imperative to provide the best customer experience possible. Learn the what the research tells us about how best to give your customers what they want and how they want through the best practices of website usability. Here you’ll learn:
• What are the biggest detractors for users that cause them to leave your site or landing page
• Why most companies still fail to provide a good user experience and how to make sure that is not you
• How to execute on being more customer centric and where that will impact your campaign/marketing ROI

Hands-on Part Three: Driving Your Online Campaigns
How SEO, PPC and Email Campaigns are put to highest and best use
Fundamental
Balancing Organic Search (SEO) with Paid search and your outreach email marketing programs is a never ending task. In this session, you will learn how to integrate the three and more importantly how to execute on search and email initiatives in way that will maximize every dollar spent. Here you’ll learn:
• SEO best practices to implement for 2008
• Paid Search campaign strategies that keep budgets low and conversions high
• Email Marketing Top 10 Must dos to ensure strong open and Click thru rates

Hands-on Part Four: Social Media and Measuring Your Online Success
The Real applications of Social Media and how to truly benchmark marketing success online
Today, many people feel like they need Social Media strategy. Where what they really needs is to figure out how Social Media can improve your current marketing and customer acquisition initiatives. Moreover, as marketers we must get better at measuring success of such initiatives and have them truly roll up and relate directly back to our business goals. In this session you will learn:
• How Social Media is Impacting Human Behavior and in turn how that impacts all your marketing efforts
• Where to find good social media plays that actually drive a return vs. following the latest fad
• Case studies on what’s working and why
• How to look at your analytics and measurement strategy and adjust for what matters


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