Debbie Friez

Margaret Shepard Shares How Mayo Clinic Built its Facebook Live Broadcast Strategy #DSMPLS

Debbie Friez on Aug 19th, 2019     Digital Summit, Facebook, Influencer Marketing, Video

The Mayo Clinic, one of our nation’s most renowned hospitals, believes in being social. More than 100 years ago, the Mayo brothers got the social ball rolling by inviting other surgeons to come to its facility in Rochester, MN to talk and learn from one another.

Today, that sharing and learning principle continues through social media, particularly Facebook Live.

With the hopes of helping patients learn more about their health care options, Mayo Clinic knew that research showed that word-of-mouth and expert insight could make an impact. With that in mind, it began its foray into live video on social media with Periscope and eventually moved to Facebook Live.

The hook of the broadcast? Leveraging the expert insights of experienced physicians.

Debbie Friez

TopRank Marketing’s Ashley Zeckman Shares How to Build Consumer Trust with Influencers #DSMPLS

Debbie Friez on Aug 19th, 2019     Digital Summit, Influencer Marketing

Ashley Zeckman Speaking at Digital Summit

In a world of consumer distrust, especially when it comes to marketing messages, it can sometimes feel like you’re living in the “Upside Down.” Everything that you thought was true about marketing and how you engage with customers and buyers is now different. In fact, sometimes nothing seems to make sense anymore.

In fact, Edelman found that less than 50% of U.S. consumers trust brands. In her Stranger Things-themed presentation at Digital Summit Minneapolis, TopRank Marketing’s Ashley Zeckman addressed the current state of marketing affairs and offered insight into ways that brands can improve trust and connect with their buying audience.

What’s her advice on changing the narrative and winning back the hearts and minds of customers? Partner with influencers to create credible content that can change the day and save the world. Stranger Things have happened, right?

Anne Leuman

4 Marketing Productivity Tips from Workfront’s Mike Riding #DSMPLS

Anne Leuman on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing & PR Industry

Mike Riding of Workfront at Digital Summit Minneapolis

Does work follow you home?  When was the last time you had a work week that was actually 40 hours? 

Marketers often feel pressed for time and overworked. In fact, according to recent Workfront research:

  • 64% say they’re being asked to come up with new ways of working
  • 58% are so swamped, they don’t have time to think beyond their daily tasks
  • 56% they’re completely overwhelmed. 

Mike Riding, Workfront’s Director of Digital Marketing, came to Digital Summit Minneapolis with the sole goal of helping marketers get more work done. While organizations typically turn to technology to solve the productivity problem, Mike offered four actionable, process-driven ways marketers can modernize their work and become more productive. 

Elizabeth Williams

Joseph Lindberg of Land O’Lakes Outlines How to Build a Marketing Dashboarding Discipline #DSMPLS

Elizabeth Williams on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing PR Conferences

Marketing measurement. It’s absolutely essential, but perhaps one of the hardest marketing disciplines to master. Why? As Joseph Lindberg, Digital Communications Editor for Land O’Lakes, Inc., told a room of marketers at Digital Summit Minneapolis this week:

“Measurement is a loaded term. It means many things to many people.”

It’s true. Measurement can be thought of in terms of KPIs. Measurement can be raw data or data insights. Measurement can be your stack of tools.

And during his session, titled Building a Marketing Dashboarding Discipline: It’s Not About the Tool (Until It Is), Joseph challenged marketers to flip our thinking on how we measure.

Below we outline his recommended process and advice for how you can level up your measurement game, and map tactics to business objectives so you can prove value up the ladder.

Anne Leuman

The Future of Marketing As Seen By Randi Zuckerberg #DSMPLS

Anne Leuman on Aug 15th, 2019     Digital Marketing, Digital Summit, Marketing PR Conferences

Randi Zuckerberg Speaks at DSMPLS

“Technology is changing the way we do business.” 

Said everyone, ever. 

Marketers know technology is changing how we interact with our audience. But knowing it’s happening and doing something about it are two very different things. 

Randi Zuckerberg is no stranger to technology and its effects on business, daily life, and social structures. As the founder and CEO of her own media company, Zuckerberg Media, and a former marketing leader at Facebook, Randi has a unique vision for the future of marketing and how today’s marketers can adapt. 

Explore that future with her insights below from the floor of Digital Summit Minneapolis

We’re Afraid to Fail

We’ve been talking about the evolving state of marketing for years. But maybe we as marketers haven’t changed all that much. Why?

Ashley Zeckman

Digital Summit Minneapolis: A Look Back at What We Learned

Ashley Zeckman     Digital Marketing, Digital Summit

Parting [ways after an amazing conference] is such sweet sorrow.

Your energy is high, your brain is full and you feel the love of other like-minded marketers. Sometimes however, it’s hard to keep that drive alive once the closing keynote has commenced and you resume your normal routine.

But what if instead of going about business as usual, you keep the momentum going?

Our team was very fortunate to participate in an event this week in our own backyard, the 2017 Digital Summit in Minneapolis. In addition to speaking, we had a large group of team members attend to gain new knowledge, created live blog coverage of the event, and hosted an attendee happy hour and dinner.

Elizabeth Williams

Lee Odden Shares How to Supercharge Your Content with Influencer Marketing

Elizabeth Williams     Digital Summit, Influencer Marketing

Sitting across the aisle from a renowned digital marketing strategist and speaker on a daily basis has tendency to allow you to take for granted the knowledge stockpile that is just a few feet away. Tuesday was a good reminder of that.

When Lee Odden, CEO of TopRank Marketing, promised the crowd at the 2017 Digital Summit Minneapolis 45 minutes of content in his 25-minute closing keynote, he was not joking.

Eloquently arranged into this 25-minute time frame, Odden opened eyes of marketers to the still-in-it’s-infancy-field of influencer marketing, and how influence can literally supercharge marketing programs. But, don’t take the summary from just me, his desk neighbor. Audience members let me wrangle them on the way into post-conference happy hour to share their favorite parts of the presentation too.

Elizabeth Williams

Elevate your Marketing Career with One Simple Word: Strategy

Elizabeth Williams     Digital Marketing, Digital Summit

Not everyone can say that within 4 years, they went from being an individual contributor to the VP of a billion dollar company. McLean Donnelly can.

How did he do it? As someone with a design background, you might expect the answer was jaw-dropping designs. But that is only part of the magic. It is the well-paired designs with outstanding business cases that propelled Donnelly’s career forward. And, his ability to grow the talent he manages, the product he sells and the bottomline.

So, how did he get there? In his Digital Marketing Summit presentation on Tuesday, Donnelly shared what he learned through his MBA, adding “business IQ” to his repertoire of design skills. Here are the three areas he suggested you can grow in – with or without an MBA.

Nick Nelson

How to Use Audio to Engage Customers in a Connected World

Nick Nelson     Digital Marketing, Digital Summit

Have you ever heard a song in the morning, only to have it stubbornly stick in your head all day long, even though you don’t care for it?

Of course you have. It happens to all of us, and there’s a clear explanation for it.

“People remember things via audio signal better, longer, and stronger than when they see visually,” said Gabe Tartaglia in his presentation at Digital Summit Minneapolis: Engaging in a Connected World with the Power of Audio.

The field of neuroscience is increasingly measuring and shedding light on this phenomenon. Today’s marketer needs to be paying attention.

The Screenless Revolution

In his role as Vice President of National Vertical Sales for Pandora, Tartaglia has an inherent interest in this dynamic. And here’s why he believes it matter to all of us: “We are entering the age of voice.”

Debbie Friez

How to Tame the Wild Wild West of Social Media Reputation

Debbie Friez     Digital Summit, Social Media

In the Wild, Wild West of Social Media Digital Reputation, employees create social accounts without governance. But, are they on brand?

At the Digital Summit Minneapolis, #DSMPLS, Casey Hall,Thomson Reuters, shared a process for taming the horses and adding governance to the stable.

The Audit

Start by searching your company name and all variations of it, says Hall. You can use a simple spreadsheet or a database to keep track of the channel name, followers, last activity, link and log if there were any brand issues.

Once you have found all the rogue channels, you need to determine if it is a relevant channel or if it needs to move to the takedown.

Anne Leuman

5 Ingredients to Master the Perfect Content Marketing Recipe

Anne Leuman     Digital Marketing, Digital Summit

Creating content day in and day out is exhausting. Constantly coming up with creative ideas and pushing yourself to come up with things you’ve never thought of is incredibly hard. But luckily, TopRank Marketing’s Executive Content Chef, Ashley Zeckman, was in the kitchen to help us cook up strategies for content creation at Digital Summit Minneapolis.

To help set the stage for her session, Ashley asked: who is fried on content marketing? To no one’s surprise, nearly every marketer in the room raised their hands.

As Ashley shared, there are four reasons why content creation and strategy fries our brains:

  • Consumers are overloaded
  • Audiences are becoming more sophisticated and demanding
  • Teams aren’t strategic with their content
  • Brands can’t keep up with demand
Ashley Zeckman

12 Must-See Speakers at Digital Marketing Summit Minneapolis #DSMPLS

As marketers, our jobs require that we prioritize ongoing education and learning in order to remain relevant and competitive. Fortunately for us, there are a plethora of ways to gain this knowledge.

One of the most effective (and my personal favorite) ways to keep learning is to attend industry conferences. Not only do these events provide a ton of information, but they also allow you to surround yourself with other like-minded marketers that you can connect with and learn from.

Not everyone can attend multiple conferences throughout the year so it’s essential to make those that you do go to, count. I know from experience that it can be incredibly overwhelming to decide which sessions to attend  So don’t get caught working out your itinerary between sessions, because you may kick yourself later for missing something important.