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Social Media Marketing

  • Improving Customer Experience: The Content Optimization Maturity Model
    Improving Customer Experience: The Content Optimization Maturity Model Val Swisher Recorded: Apr 26 2018 57 mins
    The key to providing a great customer experience is having great content. Content optimization is about making sure your content performs at its best. Content sells, describes, and evangelizes your product or service. In many cases, it is your product or service.

    Val will help you identify which content optimization stage you are in and how to take your content to the next level.

    In this webinar, you will learn to:

    • Improve customer experience
    * Increase quality and consistency
    * Improve your brand
    * Decrease creation and translation costs
    * Improve time to market

    Get your questions ready and we hope to see you there!
  • The ROI of good design
    The ROI of good design Max Caldwell, Growth Marketing at SketchDeck Recorded: Apr 18 2018 41 mins
    From marketing content to sales presentations and from ads to events, your company has hundreds of design needs each month. Many teams are unable to keep up with the demand, leading to bad design and a decline in productivity. In fact, according to research by SketchDeck, 47% of marketers in the US report having to design customer-facing material themselves.

    Attend our webinar to learn why design is important, the top challenges marketers face scaling good design, and how to build a business case to overcome those challenges for your company.

    Covered in the webinar are:

    ● The impact of good design on revenue growth
    ● What the barriers are to achieving great design in a company
    ● The impact of bad design on sales and productivity
  • Solving Bad Ad Experiences
    Solving Bad Ad Experiences Victor Wong, CEO, Thunder Recorded: Apr 5 2018 32 mins
    Most brands interact with their customers through advertising more than any other touchpoint. A good ad experience has become integral to a good customer experience pre and post purchase.

    Learn about common mistakes brands are making that risk alienating, losing, and offending customers so that you can bring home ideas on how to solve the core issue.
  • Win New Customers: Engaging & Nurturing Prospects w/ Messaging, Content & Social
    Win New Customers: Engaging & Nurturing Prospects w/ Messaging, Content & Social Jean Ginzburg, CEO and Founder of JeanGinzburg.com Recorded: Apr 5 2018 39 mins
    2017 was the year where digital ad spend has surpassed TV ad spend. Brands are switching their ad spend focus from TV, radio and print to digital.

    The majority of our audiences are hanging out online. But before we can market to them, first, we have to identify who is our target market. We will review how to create your customer avatar, identify their pain points and frustrations and pinpoint where the audiences are spending their time online.

    With the target market identified, we will create content to engage users with the branded content. We will discuss the trends in creating content and review the types of content applicable at different stages of the customer lifecycle.

    And now we are ready to disseminate this content on social media and engage with users. We will cover how to use social media to get your message across and connect with users who would be most likely to engage with your brand. The concept here is to engage, ascend the users to eventually become customers.

    Bio: Jean Ginzburg is a best-selling author, serial entrepreneur, digital marketing expert with more than 10 years of industry expertise helping companies scale revenue, optimize sales and marketing processes and improve productivity. Jean is also the CEO of Ginball. Ginball's clients range from brand name Fortune 500 companies to innovative start-ups.

    Jean launched her book Win New Customers: How to Attract, Connect, and Convert More Prospects into Customers in 60 Days Using Digital Marketing. The book is a #1 Amazon best-seller.

    Jean's digital industry specializations include Full funnel marketing strategy, Facebook Advertising, Customer avatar development, Sales and Marketing Automation and Social Media.

    Jean has been featured in numerous publications and as a radio and podcast guest. You can find the entire list here:
    https://jeanginzburg.com/articles-and-podcasts/
  • 15 Influencer Marketing Campaigns You Should Consider - Featuring Neal Schaffer
    15 Influencer Marketing Campaigns You Should Consider - Featuring Neal Schaffer Neal Schaffer Recorded: Mar 28 2018 75 mins
    Using case studies from around the world with companies from both the B2B and B2C world Neal Schaffer will be sharing examples of how social media influence can form an integral part of your marketing and PR campaigns in 2018. Whether you want to work with influencers externally or boost the reach and influence of your own team Neal will share best practice examples that can be deployed both for short term campaigns or as part of a longer term strategy and practical tips for how to get started for those new to influencer marketing and new ideas for the seasoned pro.

    About Neal Schaffer:

    Neal Schaffer is a leading authority on helping businesses through their digital transformation through consulting, training, and helping enterprises large and small execute on social media marketing strategy, influencer marketing, and social selling initiatives. President of the social media agency PDCA Social, Neal also teaches digital media to executives at Rutgers University, the Irish Management Institute (Ireland), and the University of Jyvaskyla (Finland). Fluent in Japanese and Mandarin Chinese, Neal is a popular keynote speaker and has been invited to speak about digital media on four continents in a dozen countries. He is also the author of 3 books on social media, including Maximize Your Social (Wiley), and in 2018 will publish his 4th book, The Business of Influence, on educating the market on how any business can leverage the potential of influencer marketing. Neal resides in Irvine, California but also frequently travels to Japan.
  • Case Study: Measuring How Out-of-Home Increases Foot Traffic
    Case Study: Measuring How Out-of-Home Increases Foot Traffic Aaron Stewart & Shawn Spooner Recorded: Mar 21 2018 20 mins
    For decades, OOH measurement was limited to impressions. But all that is changing. By using mobile data, we’re now able to track the movements of people who pass by an out-of-home unit. Combined with the right data science, measurement goes beyond simple impressions to a true map of your OOH campaign’s impact.

    In this webinar, our Science Product Director Aaron Stewart and Chief Scientist Shawn Spooner will walk you through a real campaign that we tracked. You’ll get a chance to see advanced measurement in action and how it answers these key marketing questions:

    How many people saw the ad, then went to the client location?
    Who are these visitors? Where do they go and what do they do?
    How do I target people who saw my ad with online ads?
    How can we build a stronger audience profile?

    We are on the cusp of a whole new world that integrates out-of-home seamlessly into our technological society. And observational results are only the beginning. Join us to see how data science and technology are changing the out-of-home world.
  • The Top Facebook Ad Features Most Brands are Missing Out On
    The Top Facebook Ad Features Most Brands are Missing Out On Mike Zappulla: Team Lead, Paid Social @Elite SEM | Joonatan Lintala: Head of Business Development @Smartly.io Recorded: Mar 14 2018 58 mins
    With Facebook rolling out new features regularly, it can feel overwhelming trying to decide how to spend your ad dollars.

    With limited budgets and a directive to return a positive ROI, testing new features can feel like a gamble you might not be ready to make.

    We’ve teamed up with our friends at Smartly to talk through the Facebook Ad features we’ve seen perform the best and are worth investing in.

    If you wonder if features like Instagram Story Carousel Ads, dynamic ads for broad audiences, collection ads, and more are worth it—we’ve got you covered. Our experts will talk through their favorite features, how to implement them into your next round of tests, and results we’ve seen for top brands who know the secrets to driving real, profitable growth on Facebook.
  • Enabling Content in Chatbots and AI: Part II — The Microcontent Solution
    Enabling Content in Chatbots and AI: Part II — The Microcontent Solution Steve Manning Recorded: Mar 13 2018 59 mins
    On December 12, 2017, Steve Manning presented a discussion on how new technology will change the way we approach content. The addition of Bots, voice-enabled interfaces, and Artificial Intelligence means we must change the way we structure content. We are moving from a broadcast style of communication – publish and hope for the best – to a more conversational style of communication. More question and answer.

    This imposes requirements on the content models you need to create if you want to talk to the Bots. We must be more granular in our models. We need to implement Microcontent.

    Join our special guest host, Val Swisher, and Steve Manning In Part II of this series, where Steve will go a little deeper. He will discuss the language of bots/AI: intents, attributes, and assets. Then he’ll relate that to how the granularity you design into your models, the semantic labels you apply to elements, and the taxonomy you capture in creation can make or break your ability to publish DITA content to the new technologies. The session will include real-world scenarios that rely on a microcontent strategy.
  • 5 Ways to Optimize Paid Search for Your Most Profitable Conversions
    5 Ways to Optimize Paid Search for Your Most Profitable Conversions Katie Carlson Scrimger: Team Lead, Paid Search @Elite SEM | Blair Symes: Director of Content Marketing @dialogtech Recorded: Mar 8 2018 60 mins
    The ultimate goal of your AdWords and Bing campaigns is to generate customers and revenue, not just conversions. But optimizing SEM to drive sales is a real challenge. You have to double-down on the keywords, devices, landing pages, and conversion paths (online and offline) driving the most revenue at the lowest costs.

    If you want to optimize your paid search campaigns to drive sales, watch this webinar to learn how. Elite SEM’s Katie Carlson Scrimger and DialogTech’s Blair Symes explain the 5 PPC strategies to increase not just conversions, but customers. Elite SEM also explains how they used these strategies to help a major home services brand:
    - Increase call conversions by 90%
    - Decrease unprofitable conversions by 23%
    - Increase paid search profitability by 12%
  • 3 Ways to Start a B2B Influencer Engagement Program
    3 Ways to Start a B2B Influencer Engagement Program Alistair Wheate Recorded: Mar 8 2018 54 mins
    In this webinar we will look at three ways to engage with influencers in a B2B context to support your content marketing, lead generation and PR activities. We will also look at what criteria to consider when choosing which influencers to work with for each type of activity.
  • The Confluence Equation: How Content & Influencers Drive B2B Marketing Success
    The Confluence Equation: How Content & Influencers Drive B2B Marketing Success Lee Odden, CEO at TopRank Marketing Recorded: Feb 22 2018 46 mins
    Content and influencer marketing are hot topics for B2B marketers all over the world as two of the most promising strategies for attracting, engaging and converting ideal customers.

    What many marketers don’t realize is how collaborating with influencers can create even more credible, relevant, and optimized experiences for target accounts.

    Join Lee Odden to learn how working with influencers and their communities can help scale quality B2B content that gets results.
  • Crowds Don't Buy. Individuals Do.
    Crowds Don't Buy. Individuals Do. Steve Masters, Services Director, Vertical Leap Recorded: Feb 22 2018 46 mins
    With the growth of crowd-sourcing and influencer marketing, it is easy to forget that our end customer is an individual. I will examine the importance of selling to the individual and discuss some common mistakes we could make if we put all our faith in influencers and an expectation that shoppers hunt in packs.
  • Marketing & Sales Alignment: Are you sure sales delivers the right message?
    Marketing & Sales Alignment: Are you sure sales delivers the right message? Vishal Shah, CEO & Co-Founder of LearnCore; Hilary Salazar, VP Product Marketing at People.ai Recorded: Feb 21 2018 48 mins
    Messaging misalignment can lead to lost revenue. From product positioning, to demo’s, to questions about the competition, every interaction with prospective customers is an opportunity for the right — or wrong — messaging to influence a potential sale. You work hard to perfect the corporate and product message; be sure sales gets it right! In this webinar, you will learn:

    - Why messaging certification increases sales velocity and increases revenue;
    - Who needs to be involved in the establishment of a certification process for sales;
    - Where certification can make the biggest impact (e.g.: product launches);
    - How to execute and build repeatable certification frameworks.
  • How to leverage location data to revolutionize customer engagement
    How to leverage location data to revolutionize customer engagement Jay Graves, CTO, Possible Mobile Recorded: Feb 6 2018 57 mins
    Incorporating location intelligence into digital strategies to engage consumers in real time, increase brand loyalty and provide actionable data will be more critical in 2018 than ever before.

    Using cutting edge location data, Possible and Skyhook have both been able to actively engage fans in engaging experiences at large-scale sporting events. Enhanced insights into the fan experience via location data include crowd density at various locations within the venue, the best spots for spectators to view the action, the movement of fans relative to players, and more.

    In this case, location intelligence provided insight into consumer engagement via foot traffic patterns, location visits, and frequency analysis to help brands deliver dynamic user experiences, better understand their customers and prospects, and boost consumer engagement and delight.

    During this webinar you’ll learn how to:
    * Boost engagement with real-time, location-based consumer engagement and experiences
    * Gain insight into the behavioral patterns of customers and prospects
    * Understand the future of location data for your business

    Speakers:
    * David Bairstow, VP Products, Skyhook
    * Jay Graves, CTO at Possible Mobile
    * Stewart Rogers, Analyst at Large, VentureBeat (Moderator)

    Sponsored by Skyhook


    Sponsored by Skyhook
  • Women In Tech: Creating a more gender-equal industry
    Women In Tech: Creating a more gender-equal industry Alistair Wheate Recorded: Feb 1 2018 60 mins
    We were very lucky to have 3 of the top Women in Tech Tamara McCleary, Rachel Miller and Theodora Lau join us in this discussion. We talked about why the number of women in tech is decreasing and what we can do to help create a more diverse workforce and gender-equal industry.
  • Building a true OOH Measurement & Attribution framework
    Building a true OOH Measurement & Attribution framework Muneer Mubashir - General Manager of Boohma Recorded: Jan 31 2018 25 mins
    Out-of-home (OOH) is in the middle of a technological and data-driven evolution that is changing the industry. One of the biggest changes is how we’re measuring and attributing OOH results. Companies are scrambling to come up with reliable models that they can count on.

    And it’s harder than it looks. Building a truly accurate measurement and attribution framework requires a thorough grounding in data science. In this webinar, we’re going to go over the requirements and theory for a dependable framework, including:

    •Why observation measurement alone isn’t enough
    •The difference between causality and correlation
    •The importance of establishing KPIs and building integrated campaigns
    •How to build a comprehensive system designed to accomplish your goals

    If you want to know how to truly know what your advertising is doing, then this webinar is for you.
  • GDPR Countdown to Compliance: New Regulations That Affect Everyone
    GDPR Countdown to Compliance: New Regulations That Affect Everyone Andrew Richardson: Director of Analytics @Elite SEM | Jodi Daniels: Privacy Consultant & Founder @Red Clover Advisors Recorded: Jan 30 2018 55 mins
    GDPR (General Data Protection Regulation) is a new data regulation that requires all companies that process data on EU residents to comply with strict policies. In scope are customers, data on behalf of customers, employees, vendors, or contractors. Many US companies are just learning of GDPR or understanding that, despite perhaps not directly doing business in the EU, they may unexpectedly be required to put substantial safeguards into place to be compliant. The kicker is, companies have only until May 25th, 2018 to put these safeguards into place.

    In this webinar, we’re joined by special guest, Jodi Daniels, Privacy Consultant and Founder of Red Clover Advisors, and Andrew Richardson, Elite SEM Director of Analytics, who will walk us through everything you need to know regarding:

    - GDPR (General Data Protection Regulation)
    the relationship between PII (Personally Identifiable Information) and GDPR
    - how you and your company will be affected, even if you don’t directly do business in the EU
    - what actions you and your company should be taking in order to avoid high penalties
  • BrightTALK Studios Reel
    BrightTALK Studios Reel Simon Gerzina, Managing Director and VP of BrightTALK Studios Recorded: Jan 23 2018 1 min
    Learn how Integrate received value from working with the wonderful BrightTALK Studios team.
  • The Wrong (and Right) Way to Select Digital Asset Management Technology
    The Wrong (and Right) Way to Select Digital Asset Management Technology Jarrod Gingras, Real Story Group Recorded: Jan 23 2018 56 mins
    Technology is increasingly important to every enterprise's initiatives, but with dozens of alternatives, do you have the right solution? Thinking about divorcing your current vendor? Looking to adopt new technology from scratch? This session is for you.

    Rather than selecting technology based on a ratings spreadsheet or who plays golf with your boss, we'll offer a more practical — and effective! — approach. This webinar deals the straight dope on pitfalls to avoid and reliable paths to follow.

    You'll learn about the most important criteria when creating a shortlist, what should really be in that (brief) RFP, and how to plan a vendor demo that's meaningful and useful to you. So stop selecting the wrong technology. Here's a better way to ensure you make the right choice.

    ABOUT JARROD GINGRAS

    Jarrod Gingras is Real Story Group’s Managing Director and an analyst covering Digital Workplace and Marketing technologies. As a conference speaker and consultant, he regularly advises some of the world’s largest and most complicated enterprises on their enterprise information challenges.

    Prior to joining Real Story Group, Jarrod worked as a web developer, information architect and user interface designer at a systems integration firm, where he developed user-focused content management strategies and solutions for clients in a multitude of industries.
  • VR & AR in Marketing & Advertising
    VR & AR in Marketing & Advertising VR/AR Association Recorded: Jan 22 2018 123 mins
    Presented by members of the VR/AR Association, a global industry group that has over 3900+ companies and universities registered and working together on best practices, guidelines, and standards.
  • The Importance of Communicating with Images and Video
    The Importance of Communicating with Images and Video Ryan Knott, TechSmith Corporation Recorded: Dec 14 2017 56 mins
    Humans are hardwired for communicating with visuals. Learn some eye-opening statistics on engagement with video and images, as well as some best practices for improving your marketing and social media videos. Learn how you can use video and visuals to better engage your customers.

    Join Val Swisher, sitting in for Scott Abel, The Content Wrangler, and Ryan Knott, Public Relations Specialist at TechSmith, for this free, one-hour webinar. Attendees will learn why visuals and video are so important to your marketing content, why perfection is killing your marketing videos, and three easy ways to improve your video process.
  • How to Think Systematically About Tone for Your Content
    How to Think Systematically About Tone for Your Content Pierre Gagnier, ADP Recorded: Dec 12 2017 57 mins
    Are you thinking about incorporating tone into your content strategy? If so, you've probably seen how confusing this topic can be.

    We know, because we are human beings, that language can misfire. Tone is where understanding and emotion come together – and sometimes that’s messy.

    Join Paul Perrotta, sitting in for Scott Abel, The Content Wrangler, and his special guest, Pierre Gagnier, Content Strategist at ADP Innovation Lab, for this free, one-hour webinar. Pierre will show you how a team of researchers at ADP were able to tame some of the trickiness of tone and measure its impact. What they learned will help you to make sense of tone and change it from a source of risk into a tool for creating effective content.

    Attendees will learn about 1) a simple, workable set of definitions that you can use to promote shared understanding among stakeholders of what tone is; 2) A framework for identifying and applying tone attributes so that you can create a foundation for consistent practice, and 3) Some typical factors that will help you to see how tone can go awry and will help you create your own risk factors.

    ABOUT THE PRESENTER

    Pierre Gagnier is a content strategist at ADP's Innovation Lab in New York. He works extensively with user experience researchers to help ADP web and mobile product teams align their content strategies consistently with users' realities.
  • Copywriting to Content Design: Creating Content That Delights
    Copywriting to Content Design: Creating Content That Delights Padma Gillen, Scroll UK Recorded: Dec 12 2017 57 mins
    In 2013, GOV UK, the government services website for the United Kingdom, won the prestigious D&AD Black Pencil for its contribution to moving content forward as a design discipline. Since then GOV UK has been name-checked and modeled around the world as *the* way to do public sector content. And yet, aside from those who are really “in the know,” the practice of content design is still little known outside of government content circles. And inside of government, many people talk about it, but not many know how to do it well.

    Join Paul Perrotta, sitting in for Scott Abel, The Content Wrangler, and his special guest, Padma Gillen, of Scroll UK, for this free, one-hour webinar. Formerly Head of Content Design for the UK's Government Digital Service, Padma has been at the heart of this emerging discipline since its earliest days. He now teaches others how to do it, and helps organizations rebuild their entire content function around the principles of user needs, designing with data and agile content production.

    In this webinar, Padma will introduce you to these principles and explain how to incorporate them into your approach. Attendees will learn how to place the needs of users at the heart of your content strategy, apply agile methods to content production, and learn to understand the governance models needed to improve your content significantly.
  • Enabling Content in Chatbots and AI: Modeling Microcontent Structure for DITA
    Enabling Content in Chatbots and AI: Modeling Microcontent Structure for DITA Steve Manning, Precision Content Recorded: Dec 12 2017 58 mins
    We’ve all heard about the benefits of content modeling and structured content for technical information. We’ve implemented DITA or other topic-based strategies to break content into smaller blocks to manage and publish, but topics are not small enough.

    But the addition of Bots, voice-enabled interfaces, and AI means we must change the way we structure content. We are moving from a broadcast style of communication – publish and hope for the best – to a more conversational style of communication. More question and answer. This imposes requirements on the content models you need to create if you want to talk to the Bots. We must be more granular in our models. We need to implement Microcontent.

    Join Val Swisher, sitting in for Scott Abel, The Content Wrangler, and her special guest, Steve Manning of Precision Content, for this webinar. Steve will discuss how new technology will change the way we approach content and the topic-based approach to deliver what you need for the new technology challenges. Steve will work through a different approach to the content that focuses you more on reader outcomes how that affects your content models. Attendees will learn how deep into their content then need to model to get the most from chatbots, voice-enabled systems, and ultimately AI.

    Attendees will also learn 1) Why traditional topic-based DITA is not granular enough for the future; 2) How microcontent is a better approach to future-proof your content, and 3) How to use user outcomes to drive models and granularity.
  • Cash in at scale on the esports explosion
    Cash in at scale on the esports explosion Dean Takahashi, Lead Writer, GamesBeat May 9 2018 10:30 pm UTC 60 mins
    The esports market is on fire. Last year 43 million people watched the League of Legends world championships, a multiplayer fighting game. And it's not a niche market of teenage boys in basements. A recent report found that 31 million people watch esports tournaments in the U.S., and more than double that -- 68M -- in China.

    And the question is -- how do you monetize that at scale?

    Look to the wild success of the Asia-Pacific esports companies. The companies who stage events like China’s 2017 Riot Championships, which posted more than 32 million viewers, have been able to compel customers to actually pay to view content, and even tip players, with the right streaming and payment technologies.

    Don’t miss this VB Live event for keen insights from leaders in the space on how U.S. companies can effectively operate globally or begin to expand globally. You’ll learn how to confront the challenges that scaling your audience can pose and improve it, from west to east, as you look to capture more of the global audience opportunity.

    Register now for free.

    You’ll learn about:
    * The opportunities provided by the growth in the esports streaming content market
    * What's causing the streaming content surge and market growth
    * The technology making this explosive esports growth possible on a global scale
    * Confronting the problems around scale in markets like China and elsewhere

    Speakers:
    * Dean Takahashi, Lead Writer, GamesBeat
    * Roc Harry, Relationship Director, Worldpay
    * Carter Rogers, Senior Analyst, SuperData Research
    * Rachael Brownell, Moderator, VentureBeat

    Sponsored by Worldpay
  • The Content Convergence Has Arrived
    The Content Convergence Has Arrived Alan J. Porter May 16 2018 5:00 pm UTC 60 mins
    Intelligent content is the foundation of the new age of digital customer experiences in any language. As a consequence, the worlds of marketing communication, technical communication, and localization are converging as companies need to take a more holistic view of how customers interact with their global brands. This presentation will discuss this convergence and how companies can best position themselves and their content to power their digital transformation.

    Join The Content Wrangler and our special guest presenter, Alan J. Porter, Head of Strategic Services at [A], for this free one-hour webinar. Porter will demystify how to start the discussion of content convergence in your own organization and he’ll provide samples of metadata you should consider adding when attempting to manage global content. Attendees will also gain insight into a content engineering approach to holistic content use.