BOLO 2011 Schedule

Download a PDF of Schedule at a Glance

The BOLO 2011 preliminary Schedule is featured below. It is recommended attendees arrive on Sunday, October 9th. The Registration table will be open Sunday from 10am - 5pm and Monday - Tuesday from 7am - 5pm. BOLO 2011 comes to a close around 10pm on Tuesday, October 11th, so it is recommended that return travel be booked for Wednesday, October 12th.

BOLO 2011 is for all agency professionals. Many agencies send multiple team members to cover more content. Agency Partners, Principals and Presidents are encouraged to attend the special 3P Track, which is exclusively designed to address agency management and digital marketing competencies faced by agency leaders. Seats are limited. Learn more about the 3P track and how to request an invitation.

Sunday, October 9, 2011 Pre-Conference Session

Registration table open from 8am to 5pm

2:00 – 6:00pm 3P Track - Exclusively for Agency Partners, Presidents and Principals
Brain Campaign: The Left and Right Way to Thrive in 2012
Featuring: Sree Sreenivasan, Bob Maloney, Bret Giles, Charles Day

Monday, October 10, 2011 Day 1

Registration table open from 7am to 5pm

*The following schedule is preliminary. Session titles and speakers to be released in coming months. All times subject to change.

2:45 - 3:15pm	Everything Counts Series
7:00 – 8:30am	Breakfast - Sponsored by Clients & Profits
8:30 – 8:35am	Welcome and Introductions
8:35 – 9:30am	KEYNOTE - UnMarketing -Stop Marketing. Start Engaging. Online and offline methods of staying in front of your client's target audience, plus practical tools to implement the tactics right away. Presented by: Scott Stratten Keynote Introduction Sponsored by MycroBurst
9:30 - 9:45am	*Case Study: Social Listening: Are You Doing It Right? Lessons from Havas Digital and a Recent CPG Test Case* “Social listening” is becoming an increasingly important part of understanding a brand’s position and the impact digital media plays in fueling social in the marketplace. But how do you do it right? During this case study presentation, Havas Digital SVP, Director of Analytics & Insights Michael Kaushansky will guide the audience through a recent social listening test case that the agency conducted for 3 flagship brands on behalf of a top CPG client. The case will address the agency’s approach, highlights of the analysis and the process by which Havas Digital arrived at these conclusions as well as the top actionable insights the team uncovered. Presented by: Michael Kaushansky
9:45 - 10:00am	*Case Study: Being Social in Social Media to Drive Customer Loyalty and Acquisition* How a local restaurant uses the power of Facebook, Foursquare, and other social media platforms to drive customer loyalty and business through actually being social. Presented by: Amanda Vega
10:00 - 10:15am	Break
10:15 - 12:30pm	Targeting Super Forum SuperTargeting - Identifying, Understanding and Targeting Your Clients' Best Audiences for More Effective and Efficient Marketing Effectively identify and understand your clients’ target audience segments. Discover conversion driving messages to meet your clients’ goals with maximum efficiency. Featuring: Susan Baier, Kelly McDonald, Sean Rogers	Facebook 2.0 Super Forum Facebook 2.0: How agencies can transform customer’s Facebook efforts into a powerful engagement channel In this super session, a panel of agency, client side and academia experts discuss the Facebook 2.0 ideal state, best practices and actionable steps to turn Facebook into a powerful relationship channel. Featuring: Laurie Buczek, Sree Sreenivasan, Jay Feitlinger, Jeff Widman, Zach Welch Brought to you by Marin Software
12:30 – 2:00pm	Lunch: Sponsored by RMM Online Rapidfire: Agency executives meet suppliers and media partners in a speed-dating format. Bring your business cards!
2:00 - 2:15pm	*Case Study: Marketing Starts with a "Y"* The key to understanding why your customers buy. How audience segmentation can give you the information you need to create targeted, effective and efficient marketing. See real segment data, real-life implementation and results. Presented by: Susan Baier, Christine Tieri
2:15 - 2:30pm	Case Study: Newsfeed Optimization - How the Phoenix Suns increased their reach on Facebook The newsfeed is king: How the Phoenix Suns navigated Facebook’s algorithm, improved engagement by 450%, increased impressions by more than 2 million, and ultimately reached 35% more or their fans. This case study will show how brands can use data and best practices to put their content in front of more fans on Facebook. Presented by: Zach Welch
2:30 - 2:45pm	Break
	Analytics - Digital Trends and Insights: Putting Them To Work For Your Clients Top digital trends and what they mean for your agency and clients. Navigate through top digital analytic platforms to determine how to pull key insights that can be used to improve your digital marketing efforts. Featuring: Lori Goldberg	Usability - Building a User Experience Model Using Current Technologies - Your Client’s Online Business Experience is Broken; Let's Fix it! We map out all the potential touch points and search for new experiences that benefit the client or brand. Suggest sample metrics to determine improvement and failures. Featuring: Elizabeth Hannan	Completing the Puzzle of Real-Time Data-Driven Marketing: Where’s the Missing Piece? In putting together a complete marketing campaign, we know that building an attribution model, one which determines optimal allocation and investment of media dollars, is a key practice, especially for players with large datasets. This presentation will address the major challenges that still face data-driven marketing. Featuring: Michael Kaushansky
3:15 - 3:30pm	Break
3:30 – 5:30pm	Local Super Forum Digital's Next Big Wave Geotargeting, search, mobile, new revenue models and effective verticalization made Local a true hot spot. Learn to understand and size the local opportunity. Identify emerging trends and the best local strategies for your agency. Featuring: Peter Krasilovsky, Steve Yeich, David Simon, John Triplett	*Content Strategy Super Forum* Content Marketing - Forget What You Think You Know and Let's Make Content That Rocks! The importance of having an integrated content strategy for online marketing success in today's highly competitive world. Featuring: C.C. Chapman, Charlie Wollborg Brought to you by Bunchball
5:30 – 6:30pm	Break
6:30 – 9:30pm	Vaudeville 2:0 Conference attendees deliver short, fun, informative 5-minute presentations on any marketing topic for which they have a passion. Sponsored by Sitecore

Tuesday, October 11, 2011 Day 2

Registration table open from 7am to 5pm

7:00 – 8:30am	Breakfast - Sponsored by acquisio
8:30 – 8:35am	Intros
8:35 – 9:30am	KEYNOTE - Lessons Learned: Maximizing Returns with Your Digital Marketing Investments Lessons learned as they relate to digital media and advertising based on an array of comScore studies. Guiding agencies down a path toward more effective planning, stronger evaluation and overall improved results. Presented by: Hugh McGoran Keynote Introduction Sponsored by Accordant Media
9:30 – 10:00am	*Case Study: How to Win at YouTube* Screw Viral Videos. How Orabrush used 38 million views on YouTube to launch their tongue cleaner from nothing to world-wide distribution. Why YouTube is as important as Facebook in online brand building. Presented by: Jeffrey Harmon
10 - 10:15am	Break
10:15 - 12:15pm	Mobile Super Forum Mobile: Where Agencies Capitalize on the Intersection of Creative, Data and Relevance Emerging opportunities that mobile device proliferation is bringing to advertising today and how to apply them to your marketing strategies. Featuring: Tim Hayden, Michael Barber, Stephen Randall, Mike Matthews	Advertising Super Forum The Future of Agencies in Paid, Earned + Owned Media The role of the agency in paid, earned and owned media, including threats of agency disintermediation by ad networks, search engines and other vendors. Featuring: Lisa Bari, Jason Damas, Steve Schildwachter, Matt Lawson Brought to you by: Universal Uclick
12:15 – 1:45pm	Lunch
1:45 – 5:30pm	Predict, Promote, Produce, Profit: The 4Ps of Business Development Learn hands-on, immediately implementable strategies and tactics to make a dramatic impact on your agency's new business efforts for the remainder of 2011 and as you plan for 2012. Featuring: Kimberly (Koehly) Davey, Michael Gass, Ron Baker, Bob Maloney, Ken Bonham	Digital Disruption Series 1:45 - 3:00pm Gamification 1:45-2:10pm Map your business goals with your users’ interests to optimize your gamification program. Featuring: Dan Katz Curation 2:10 - 2:35pm Learn about curated lists, curated people and developing your own curation skills. Featuring: Josh Yeager Becoming the Brand that Pioneers Mobile Expectations 2:35 - 3:00PM A discussion around positioning your brand to activate the new wave of consumer mobile desires. Featuring: Mike Matthews
		3:00 - 3:15 Break
		*Social Super Forum* 3:15 - 5:30pm Social Media For Agencies -- Starting, Leveraging and Tracking a Profitable Social Media Practice** Overcome the cultural and business model hurdles to create a profitable social media practice area. Set up procedures to quickly understand program effectiveness. The role of mobile in any social media program. How to package, price, and sell social media marketing services. Featuring: Tom Martin, Jay Baer, Tim Hayden Brought to you by Bulbstorm
5:45 – 7:45pm	Bottoms Up, Up Top - Cocktail Reception Sponsored by Radian6

Keynote Presentations

UnMarketing -Stop Marketing. Start Engaging.

Monday, October 10, 2011 Day 1: 8:35 – 9:30AM

The tried and true ways of marketing have turned into tired and old, not to mention ineffective. The ability to build relationships and be heard by your market has never been greater, but overwhelming when trying to determine what tools to use for you and your clients.

This session covers both online and offline methods of staying in front of your client's target audience, so when they have the need to buy, they choose them without hesitation.

From social media, to traditional local events, there are proven ways to connect more than ever before and after this session you have the practical tools to implement the tactics right away.

Lessons Learned: Maximizing Returns with Your Digital Marketing Investments

Tuesday, October 11, 2011 Day 2: 8:35 – 9:30AM

Advertising has evolved tremendously with the advent of new digital technologies, but its goal today is much the same as it has always been—to elicit feelings, emotions, perceptions and actions that ultimately build brand loyalty and increase sales. It is essential that marketers and their agency clients find ways to do this in the most efficient manner while being able to quantify a return on marketing investment. As digital media continues to grow both in importance and sophistication, so does the need for guiding principles about how to get the most out of this medium.

Today, we have an advantage that was not available to pioneering digital marketers: a history of digital media’s evolution to reveal best practices and strategies for digital media planning and advertising. During this session, comScore SVP Hugh McGoran will discuss key lessons learned as they relate to digital media and advertising based on an array of comScore studies conducted on behalf of some of the world’s biggest brands and their agencies. He’ll also address the current state of the digital media and advertising industry, helping to guide agencies down a path toward more effective planning, stronger evaluation and overall improved results.

Everything Counts Series

Tuesday, October 11, 2011 Day 2: 1:45 - 3:00PM

Analytics - Digital Trends and Insights: Putting Them To Work For Your Clients

In this session Lori Goldberg will discuss top digital trends and what they mean for your agency and clients. You will navigate through top digital analytic platforms to determine how to pull key insights that can be used to improve your digital marketing efforts.

Key Learnings:

Understand the multitude of emerging platforms and trends in the digital ecosystem
No need to get overwhelmed with data and data providers, learn how to pin point and pull key analytic trends from the seemingly complex dashboards
Learn the most effective way agencies decipher the massive amounts of data to make the best marketing decisions for their clients

Building a User Experience Model Using Current Technologies - Your Client’s Online Business Experience is Broken; Let's Fix it!

What experiences can you build on to help your client’s current brand reach? What is missing from your business model? You represent someone else’s brand; what metrics, concepts and technologies can you use to enhance lead generation and potential customer experience? What do your client’s potential customers experience first when approached by your client’s brand?

We map out all the potential touch points and search for new experiences that benefit the client or brand. Suggest sample metrics to determine improvement and failures. Finally, we evaluate from an "outside - in" point of view. We use the IRL (in real life) human experience through your corporate communications to improve how your client is viewed and interpreted by potential customers. Your corporate communications only reflect half of the first impression you put out there. The "Real Life" experience overwhelmingly triumphs any corporate communications including the CEO's point of view. We are in business to do business.

Key Learnings:

Engagement points
First impressions - across all aspects of a business
Technologies that compliment instead of hurt
Determining your Content and Community "Sweetspot"
Adding a "Pulse" to your social business cycle
Building a relationship that enables evangelism
Social Tools to Conversions
Samples

Completing the Puzzle of Real-Time Data-Driven Marketing: Where’s the Missing Piece?

In putting together a complete marketing campaign, we know that building an attribution model, one which determines optimal allocation and investment of media dollars, is a key practice, especially for players with large datasets. Often, these models are developed using cookie-level data to allow for analysis of instant trends and ability to define immediate opportunities.

Aggregating insights from these models is one thing, but implementing these models as part of your campaign from a real-time perspective is something completely different. The challenge in implementing these models is that the existing system is unable to deploy multi-channel optimization campaigns. In short, there are no known systems today which can deploy/allocate spend dynamically/real-time) across multiple channels.

Further, if our attribution models are able to define audience insights, there is no current way for us to dynamically address this audience with personalized or catered communications and creative across channels in the right sequential order.

This presentation will address the major challenges that still face data-driven marketing: implementing a real-time attribution model within a system that does not allow for multi-channel optimization and open up a discussion about possible solutions.

Digital Disruption Series

Tuesday, October 11, 2011 Day 2: 1:45 - 3:00PM

Gamification - Gamification As A Digital Marketing Strategy

Tuesday, October 11, 2011 Day 2: 1:45 - 2:10pm

In this session, Daniel Katz, Director of Product Management at Bunchball, will discuss how you can map your business goals with your users’ interests to optimize your gamification program.

You'll Learn:

How to develop a winning strategy and what pitfalls to avoid
Tips from Bunchball’s playbook, such as how to use points, badges, and social media + gamification to create viral engagement
A number of relevant Entertainment & Media company case studies with real ROI results

Curation - The Art of Digital Discernment

Tuesday, October 11, 2011 Day 2: 2:10 - 2:35pm

Fueled by the democratization of the web, we now have too many amplified voices, squeaky wheels, whiners and nutjobs. So how to know what’s genuine and worth paying attention to, and what’s bona fide trash? Curation is the key! Learn about curated lists, curated people and developing your own curation skills.

Becoming the Brand that Pioneers Mobile Expectations