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Breakout Sessions

our breakout sessions are the real deal. our content cuts the BS and focuses entirely on the “how.”

 
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Beginner Breakout Sessions

 
 

Social Media Marketing for Small Biz & Small Budgets

Kaden Ave Communications // Kady Hobbins & Avery Johnson

Social media is a great way to make your small business marketing budget go a long way, but it requires creativity and smart strategy to ensure you get a lot from a little. We will teach you our strategies for creating and curating content on a budget, free tools, and other useful tips and tricks to help set up small businesses with small budgets for success on social media.

💡 Beginner/Intermediate
❤️ Not-for-profit, Small Business

 

Writing for the 'Gram

Lilia Communications // Abby Potgieter

Are you ever moved by the words accompanying an Instagram photo? This session will explain how to write effective and engaging captions for Instagram (specific to businesses). Yes, “the ‘gram” is a visual platform, but not everyone is a visual learner. Some people simply prefer words – Let’s learn how to connect with these people.

💡 Beginner/Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

How to Run an Instagram Story Takeover

NAIT // Liz Pittman

Finding the right hosts, training and supporting them, planning the posts... Instagram Story takeovers can be effective and engaging *if* you do them right! Learn some valuable tips and tricks for getting authentic, relatable content and boosting your brand on Instagram.

💡 Beginner/Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

The Art of Storytelling: How to Make an Impact in a Very Busy World

Ronald McDonald House Charities Alberta // Suzanne Pescod

Having a great story can be lost when you don't connect with your stakeholders in the right way. This session is all about finding (or yes, creating) the story and then breaking it down to the right pieces to achieve your goals through the right platform. Take advantage of the tools available through social media platforms (some you might not even know about yet) to create that overall feeling of connection between your audience and your organization. Telling a story through social media needs so much more attention than just a post - create excitement behind the scenes, adapt the length, frequency or copy to generate more engagement, and always make sure to follow up when your story gains traction. This session brings you insights and real world examples of how you can bring this art to your organization.

💡 Beginner/Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

Taking Community Engagement to the Next Level: Creating Digital Content That Shines

CBC Edmonton // Krystina Silva

Ongoing community engagement can be a challenging thing to keep fresh and exciting. How do you make sure your audience returns to your content? How do you take your brand to market in new and exciting ways? In this session, we’ll go over the challenges and opportunities that come with positioning community engagement online.

💡 Beginner/Intermediate
❤️ Not-for-profit, Public Sector

 

Content Strategy Case Study - A Brand New Software Application

Daytona Homes // Idris Fashan

Often, the process of software development is examined from a business or design standpoint, and often the content is relegated to a few mentions about content pieces and tool tips. In this session, we will walk through the entire process of the production of new software from a content strategy perspective.

💡 Beginner/Intermediate
❤️ Small Business, Corporate, Public Sector

 

Navigating Cannabis Advertising in Canada: How to Market Something When You Can’t

DDB Canada // Brittany Dakins & Tessa Vriend

The challenge: how do you drive social media engagement without using paid promotion, in platforms designed around paid promotion? October 17, 2018 was a monumental day in Canadian history when cannabis became legal across the country. Learn how a leading advertising agency and licensed cannabis producer teamed up to navigate the complex regulations pre and post legalization to build a national brand.

💡 Beginner/Intermediate
❤️ Small Business, Corporate, Public Sector

 

Marketing Automation 101

ActiveDEMAND // Adriel Michaud

Marketing automation is here and companies are using it to build their marketing sophistication and hit above their belt. Get the basics of Marketing Automation as well as some real examples of how to deploy common workflows to get more Google reviews, recover unresponsive prospects, and get client feedback.

💡 Beginner/Intermediate
❤️ Not-for-profit, Corporate, Public Sector

 
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Intermediate Breakout Sessions

 
 

Why We Paused Our Social Media. And Why You Should Too

Strong Coffee Marketing // Brian Siddle

During the summer of 2018, our agency took a hard look at our social media activities. After conducting our own social media audit, we made the decision to stop everything and rethink our strategy. 

This presentation will walk through some of our discoveries and the process that we used to refocus. We'll also take a look at our new social media strategy and how it better aligns with our objectives.

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

What Makes an Influencer Marketing Campaign Successful?

Calder Bateman / ZGM Marketing // Linda Hoang

How do you know if your influencer marketing campaign is a success? How do you set it up for success? There are different success measures for any influencer marketing campaign, and in this session, Linda Hoang will highlight different reasons why influencer campaigns she's worked on firsthand, were a success, offering insights and advice for how to prepare and best execute influencer projects you're working on. Along with case study examples, Linda will also discuss pitches, agreements, and research/identification of influencers.

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

Get It Right The First Time: How To Set (& Hit) Your Digital Marketing Goals

Ameet Khabra Marketing Inc. // Ameet Khabra

It’s easy to get caught up in your follower count, post frequency, ad spend etc. But all this does is burn your resources. With clearly set goals to hit, your focus is narrow, efficient, productive and effective. Learn how to create digital marketing goals that move the needle and stick to them.


💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate

 

Ameet Khabra Marketing Inc. // Ameet Khabra

Let history be your guide! Using a handful of strategies used by experts, successful companies and organizations online, people will get an inside strategist's look at some of the best tactics that have worked in the marketplace.

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate

 

You Can Do Better

FKA // Rob Jennings

Marketing is awash in a sea of data. We're producing more reports than ever before. But what are we really doing with all of it? Not enough, unfortunately. We're spending significant time and money on informational assets that are going to waste. Here's the thing... if everything is measurable, then everything can be made better.

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate

 

Optimus Prime Your Advertising with AI

Strong Coffee Marketing // Duncan McGillivray

AI is now a force to reckon with in digital marketing. But how can we wield such a power to make better ads? In this session, we'll walk-through how AI is shaping the digital advertising world, how you can take advantage, and how you can use robots to build more effective advertising campaigns.

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate

 

How a Year of Pain & Misery Led ATB to Live Video Success

ATB Financial // Tyler Butler & Adam Rozenhart

Banking shouldn't be that hard. That's why our goal at ATB is to make banking work for people. ATB's monthly Facebook Live broadcasts are reaching thousands of people and opening up new levels of interactivity and transparency for our customers. But this wasn't always the case. Find out how a year of public humiliation, emotional suffering and personal crisis led us to our successful Facebook Live strategy (and how you can skip the pain and get right to the good stuff).

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

3 Proven Strategies You Can Implement On Your Ecommerce Site Today To Scale Your Revenue Tomorrow

Social Lite Communications // Scott Cunningham & Ivana Radojevic

Do you have a proven sales track record on your ecommerce site (any sales... at all)? Then it's time to take those sales to the next level! This session will teach you three strategies you can implement today to start seeing results tomorrow: (1) an irresistible offer strategy, (2) a content-driven traffic strategy; and (3) an automated nurture strategy. The session will wrap up with a case study showcasing these three strategies in action.

💡 Intermediate
❤️ Small Business, Corporate

 

More Than Selfies: Finding the Right Influencers

Publicity Room // Janis Galloway & Vanessa Tracy-Roth

It feels like everybody is an influencer these days, doesn’t it? How do you sift through thousands of profiles to find individuals who ‘get’ your brand and speak to the right audience? Never fear, Publicity Room is here to share our tried and true methods of identifying online personalities with real influence, not just flawless feeds or seductive numbers. We’ll share the red flags to look for, the qualities of a good collaborator and some of our ultimate influencer fails for good measure.

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

The Art of Gathering: Lessons in Building Community, Culture & Content from YEG’s Culinary Scene

BONAFIDE Media & PR // Jessie Cayabo

Join BONAFIDE Media & PR’s Jessie Cayabo for a deep dive into the communications strategies behind the evolution of two Edmonton-based culinary treasures, SABOR Restaurant and the Italian Centre Shop.

Learn how research, branding overhauls, program development, social media, content creation, relationship building and a spoonful of common sense acted as the recipe for success for two local business owners and how leveraging traditional and non-traditional marketing tactics motivates purchase and builds loyalty. 

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 

PANEL: Maintaining a Consistent Online Brand

NAIT // Liz Pittman & Carl Knowler & Razanne Kamis

NAIT really knows how to leverage their social media channels, but how do they keep all of their accounts and content on-brand when there are so many different people managing their digital infrastructure?

This panel will explore the complexities of managing a consistent online presence when there are multiple people and departments in the mix.

💡 Intermediate
❤️ Not-for-profit, Corporate, Public Sector

 

PANEL: Choosing the Right Social Media Shop for Your Brand

Kaden Ave & Park Power // Kady Hobbins & Avery Johnson & Kris Kasawski

Social media is a lot of work and although you’ve considered hiring external support you aren’t quite sure where to start.

How did Park Power come to realize that they wanted to hire external social media support? And why they go with Kaden Ave? And how does Kaden Ave keep the flow of communication open between their team and their client? This panel will look at the brand and agency relationship from both ends.

💡 Intermediate
❤️ Not-for-profit, Small Business, Corporate, Public Sector

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Advanced Breakout Sessions

 
 

Hacking Your way to Social Media Success

Social Media with Beverley Theresa // Beverley Theresa

Social media follows its own set of terms and conditions, not only from the platforms themselves but also from the users. How can we use the loopholes to our advantage to gain market insight? How can we grow our qualified audience at a more rapid pace? Join Beverley to learn some delicious strategies and tools to "hack" your way to more eyeballs that matter and of course more sales.

💡 Intermediate/Advanced
❤️ Small Business, Corporate

 

Metrics & Magic

FKA // Angelina Cho & Jeff McLean

Angelina and Jeff help uncover the secrets to a successful symbiotic relationship between your media and creative approaches to your digital marketing. In a crowded landscape, content has become more disposable. It's more difficult than ever to impress shorter attention spans. Hence, stronger more relevant creative that really connects with your customers is more essential than ever.

💡 Intermediate/Advanced
❤️ Small Business, Corporate

 

Integrating Media to Maximize Reach: How 3 Saint Bernard Dogs Won Hearts Worldwide

Edmonton Humane Society // Kylie Adams

When faced with the giant challenge (literally) of re-homing three Saint Bernard dogs together, the Edmonton Humane Society utilized both social and traditional media to maximize reach. This case study will illustrate how careful planning, organized execution and timely updates can maximize the impact of a story.

Bonus: Attendees will also get to enjoy lots of photos and video of three adorable Saint Bernard dogs!

💡 Intermediate/Advanced
❤️ Not-for-profit, Small Business, Corporate, Public Sector

 
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Master Classes

For those of you who *really* want to dig deep.

 
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3-hour Master Class

Proving the Value of Social Media with Automated Reporting in Google Data Studio

Bluetrain Inc. // Matthew Brown & Terri Carlson

❤️ Not-for-profit, Small Business, Corporate, Public Sector

Digital marketers are inundated with data. There is no limit to the number of metrics and insights that we have access to yet, when it comes to social media, many market leaders still struggle to gain insight and understanding around how their social media activity contributes to their overall business goals. 

In this Master Class, you will learn how to implement your own social media reporting system in Google Data Studio. Together, we will walk through the steps of how to properly tag, track and (most importantly) interpret your social media results to understand the effectiveness of your social activity on your channels and website. You'll also hear about real-world examples demonstrating the impact that social media can have with your website’s goals and conversions. 

This Master Class is for you if...

  • You are responsible for reporting on and proving the value of social media activity, website activity and/or reports or dashboards for analyzing and simplifying data.

This Master Class isn't for you if...

  • You aren’t a fan of data, dashboards, or data in dashboards. There will be some technical components to this class, so if you are intimidated by the thought of analytics and technical setups then this class may not be for you.

  • We would encourage anyone who simply wants to learn more and follow along to still attend but if you want to walk through the process with us, be prepared to do some work.

If you are signing up for this Master Class, please make sure to have this in place before the class…

  • A Google Account (Gmail or other)

  • Access to a Google Analytics Account

    • Ideally with events and goal tracking setup. If you do not have access to a Google Analytics account, we suggest setting yourself up with access to Google’s Demo Account.

Please make sure to bring the following with you to this Master Class…

  • Laptop or other wi-fi enabled device that you can use to connect to Google Analytics, Google Data Studio and other websites and applications.

    • Mobile devices such as phones are not recommended as it is very difficult to accomplish the walk-through with a small screen.

 

3-hour Master Class

How to Deliver a High-Value Automated Lead Generation Campaign

Paper Leaf // Jeff Archibald

❤️ Not-for-profit, Small Business, Corporate

Enough with the "JOIN OUR NEWSLETTER" pop-ups after your users have been on your site all of 3 seconds. In this session, you'll learn all the steps needed to create an in-depth, high-value, automation-powered lead generation campaign using your favourite tools: WordPress, MailChimp, and that good ol' big brain of yours (and maybe a CRM).

We won't be writing code, but we'll be creating a strategy plus planning out content and implementation, all the while learning how best to set up lead-capture forms and automation rules. Finally, you'll leave understanding how to actually measure the true dollar value of your campaign so you can show your boss/client how amazing you are.

This Master Class is for you if...

  • You are tasked with generating leads for a high-value product or service and are taxed for time

  • You need some help sorting out the nuts and bolts of automation campaigns

This class isn’t for you if… 

  • You sell low-margin products or services

  • You aren’t in charge of lead generation

  • You are unclear with the general concepts of lead generation or email marketing

If you are signing up for this Master Class, please make sure to have this in place before the class.  

  • An understanding of your company’s sales process and ideal customer profiles

  • A MailChimp account (it’s free to sign up if you don’t already have one!)

Please make sure to bring the following with you to this Master Class.

  • A laptop

  • Paper & pencil

 

6-hour Master Class

Shooting & Editing on Mobile: Steps & Best Practices

Modern Muse Media // Jesse Szymanski & Margaux McWatt

❤️ Not-for-profit, Small Business, Corporate, Public Sector

By the year 2020, 85% of internet traffic will be video; we want to help you and your business get ahead. Video is one of the best ways to reach your audience and there are plenty of tools out there that will help you. In this Master Class, you will learn what you need to make a polished video for social media, right on your mobile phone.

We will explore steps and processes in shooting and editing on your mobile, along with the fundamentals of lighting, sound, equipment, angles, framing and how to make your mobile videos more cinematic.

This Master Class is for you if...

  • You are in digital marketing and communications

  • You have an interest in creating social media video

  • You want hands-on experience shooting and editing a video on mobile

This Master Class isn't for you if...

  • You have no plans of implementing video in your social media marketing strategy

  • You don't have an inclination to shoot and edit your own videos for social media

If you are signing up for this Master Class, please make sure to have this in place before the class.

  • Get a free Adobe ID

  • Download the app Adobe Premiere Clip

  • Think about why you do what you do - we will be sharing this in an interview or selfie video.

Please make sure to bring the following with you to this Master Class…

  • Your Smartphone (Android or IOS)

  • A Smartphone Tripod (only if you already have one - we will supply one if you don’t!)