Driving Digital Engagement @ University of Phoenix

THE STORY BEHIND SOFI'S TINY KITCHEN VIRAL VIDEO: CREATING ENGAGING CONTENT ON A LIMITED BUDGET

What's the point of making social media videos if no one engages with them? In this session, we'll talk about how to build video programs for your brand that not only delights your audience, but also convinces them to buy - yes you can do both. We'll talk about the science behind "virality" and how to implement an internal strategy to get people sharing your content with their communities.

Christine Zalocha

Vice President, Marketing Aura

DRIVING ORGANIC TRAFFIC WITH SEO in 2019

Search engine optimization is an essential part of any brand’s digital strategy. Marketers who can master the basics and embrace applications in new areas and emerging technologies such as video content and voice search can continue to drive organic traffic for years to come. In this session, Ben Holland will share tips and best practices to better optimize your site in 2019.

Ben Holland

Digital Marketing Manager Arizona Science Center

FARMERS INSURANCE: OVERCOMING THE AD-BLOCKER WALL WITH A WINNING CONTENT STRATEGY

Thirty percent of Americans use ad-blockers, which means effectively connecting with consumers remains a challenge. To overcome these digital barriers and deepen engagement, Farmers became an early adopter in large-scale native advertising and has launched a content marketing strategy that’s driving awareness, acquisition, and retention. Review case studies and gain insights on how this soft-sell, journalistic approach can improve your brand’s effectiveness.  Successes and challenges aligning measurement with business metrics will also be discussed.

Beth Traglia

Director, Digital Content Marketing and Social Media Farmers Insurance

THE HONDA SHOPPING BOT - THE STRATEGY, EXECUTION AND CHALLENGES OF CREATING A CHATBOT

With shoppers wanting more control, on-demand results and trust with their shopping experiences, learn why a chatbot could be the right solution for your brand.  RPA’s VP Strategic Planning Director, Rich Bina and Digital Account Supervisor, Kira Sullivan, will share their work on the strategy, implementation and learnings from the Facebook Messenger Shopping Bot, providing insight on the steps they took to create the bot and share best practices from the experience.

Rich Bina

Vice President, Strategic Planning Director RPA Advertising

SECURING POSITIVE BUSINESS OUTCOMES THROUGH INTERACTIVE SOCIAL CONTENT

With more than 91 percent of retail brands having a social media presence, creating fresh, engaging and interactive content that breaks through the clutter and facilitates positive business results is no easy task. During this session, hear how an OH Partners Airbnb marketing stunt inspired the Arizona Lottery to create the first-ever Arizona Lottery Virtual Holiday Party. You'll walk away from this session with best practices for creating social content that drives business outcomes.

Scott Harkey

Managing Partner OH Partners