Digital Marketing Insights With Experts

WebCongress New York City - June 25th, 2014


michael sotelo

The power of Facebook in reaching over 23M US Hispanics Monthly/ 16M US Hispanics daily

We will be discussing the growing trend of US Hispanics growing into the youth of our nation and the impact that is having on the way we communicate with them and to them. Through Facebook we have the ability to speak to them in ways like never before and provide them with the content that matters to them when it matters to them and how it matters to them. We will also look at the overall trends of US Hispanics in terms of media consumption via medium (video in particular) and the shift from the remote control to the digital device.

Head of US Hispanic and Pan LatAm Marketing, Business Marketing at Facebook

Michael Sotelo is the Head of Marketing for US Hispanics and Pan Regional Latin America for Facebook based out of Miami, FL. Before Facebook, Sotelo worked at a series of Digital Advertising agencies in Miami and Atlanta spear heading digital strategy initiatives for clients such as NASCAR, Norwegian Cruise Lines, Regions Bank, LAN/TAM Airways, Aeromexico, Air Canada, Enterprise/Alamo rental cars and several others. Prior to embarking in the Digital Agency world, Sotelo also held the position of Sr. Strategist of e-Commerce for Celebrity Cruise lines working with all internal and external disciplines within the company to guarantee efficiencies in driving revenue through the digital space in an effort to drive direct business within celebrity Sotelo also serves on a municipal board for the City of Coral Gables where he resides with his wife and two children. Michael holds a Bachelor’s degree from Florida State University and Master’s Degree from Florida International University.

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How To Develop And Execute A Content Strategy For Your YouTube Channels.

Learn how to create content that attracts visitors, engages customers and converts prospects. Start learning best practices in content strategies and see your digital sales improve today. Learn how to leverage a full arsenal of content marketing practices from blogging, managing a Youtube channel, hosting webinars and video production to podcasting, creating eBooks or new innovation in content marketing such as shopable videos.

Content Partnerships, YouTube

At YouTube Nicole works closely with partners like Tonight Show with Jimmy Fallon, Casey Neistat and Laura Vitale to develop and execute a content strategy for their YouTube channels. She's also leading the YouTube effort to build a strong New York City community leading up to the launch of YouTube Space NY, a top of the line production facility opening later this year. Before YouTube Nicole produced the feature film Not Waving But Drowning starring Vanessa Ray and Adam Driver. The film has taken awards at film festivals like Napa Valley and screened at Paris' Champs Elysees Film Festival. Look out for it to be available online later this year.

Arman Rousta

The 7 Pillars of Digital Marketing is a Framework

A map, for the learning, strategy, budgeting, execution and analysis of the entire universe of digital marketing tactics and techniques.

1. Content

Pillar 1 encompasses all forms of web content – copywriting, photography, video, audio and animation. Quality, original content, amidst an ever-growing array of “noise”, is as prized a possession as ever.

2. UX Design

Pillar 2 is comprised of web design, web development and any element that contributes to the overall user experience (UX), be it via desktop, tablet or smartphone.

3. Search

SEO is the key tactical component of Pillar 3, and a holy grail for many businesses. This primarily earned media Pillar also includes other types of search, such as organic Comparison Shopping Engines, onsite search (within websites), and Universal Search (for music, images, videos and places).

4. Online Media

PPC, Retargeting, Display Advertising and Affiliate Marketing (CPA) comprise the loaded Pillar 4. This is where the most online marketing dollars go, making it the richest zip code in the digital marketing world.

5. CRM

Customer Relationship Management is all about how customers and leads are managed, organized and communicated to. Pillar 5 includes contact management systems, Email Marketing, and the Funnel (Analytics).

6. Social Media

How to engage Social is a big question for every marketer and brand. Social websites are growing faster than any other kind; hundreds of cloud-based tools are covered in Pillar 6.

7. Mobile

Pillar 7 consists of Mobile Ads, Mobile Search, Local Social, Mobile Apps, Mobile Websites and Smartphone usage as a payment device. Mobile is revolutionizing the field, making this arguable the most important Pillar of digital marketing.

CEO of Blueliner Marketing, LLC

ARMAN ROUSTA SERIAL ENTREPRENEUR; CEO OF BLUELINER Arman is a visionary entrepreneur who has built and presently owns several successful companies, including Blueliner, a global digital marketing agency headquartered in New York City, and with presence in five continents. He is the pioneer of the 7 Pillars of Digital Marketing™, a proprietary framework and holistic methodology for the planning, execution and analysis of integrated marketing. His expansive startup, marketing and product development accomplishments have been recognized in Crain’s, Wall Street Journal, NY Times, Popular Mechanics and Time Magazine, at industry conferences such as Adtech, and via industry awards, such as INPEX, W3 and Motortrend. Arman is also the Co-Founder of Ajustco, an innovative product development company, that is incubated by Blueliner; which is a prime success story for the application of the 7 Pillars methodology. Prior to Blueliner, Arman was Founder of 401kid, an education funding app for collegebound students, and before that, he was Co-Founder and COO of Exeter Technologies. He was a contributing inventor and guided the launch of the ubiquitous Park-Zone garage parking aid, generating over $7.5 million in sales before the product’s sale to a public company in 1999. Today, Arman leads Blueliner, managing global strategy and planning the company’s future. His present mission is to unveil the 7 Pillars of Digital Marketing™ and the larger framework - 12 Pillars of Integrated Marketing™ - across the world, as the de facto framework and methodology for all aspects of marketing. The company has expanded to India, China, Europe and Latin America over the past 10 years, in order to support innovation, infrastructure and expansion opportunities for its clients and startup ventures, with the aim of becoming the model marketing agency for the 21st century. Arman holds degrees in Political-Economics and Psychology from Columbia University, where he was an All-Ivy League Soccer player.


Nathalie Krup

The Consumer-First World: Digital Trends Changing the Way Consumers Connect with Brands

Which digital and social media trends can we expect in coming years? What does the future of digital behavior and technology look like? Microsoft Advertising, IPG Mediabrands &The Future Laboratory partnered to delve into emerging global digital trends that shed light on how consumers’ relationships with technology have evolved and reveal their expectations around data, privacy, creativity, and the ways technology can enhance their lives. We’ll take you through these eight fascinating trends, discuss what they mean for brands and how you as marketing and advertising professionals can benefit from this evolving digital landscape.

Global Consumer Insights Manager, Microsoft

Today’s speaker is Nathalie Krup, Global Consumer Insights Manager based in Microsoft Advertising’s New York headquarters.Passionate about technology and what drives consumer behavior, at Microsoft she is responsible for working with key global customers to deliver consumer-centric insights that drive marketing strategies. Nathalie brings 10+ years’ experience in market insights and strategic consultation having developed and future-proofed strategies for companies such as Disney, Verizon, Sony and MetLife among others.Nathalie holds two Masters’ Degrees in Digital Economics and in Global Media from the London School of Economics and the University of Southern California, Annenberg School.


Information to Implementation: How to Use Social Media Analytics to Benefit Your Business

In the past, brands had to spend hundreds of thousands of dollars on focus groups and surveys to get customer information and feedback. Today, all that information is quite literally at their fingertips - through their social media accounts. A brand’s social media presence is a direct line of communication to their customers - an instant read on their behaviors, interests and reactions to the brand. But how can a brand take that information and develop an informed strategy? This panel will delve into how to determine which analytics are important to your business, how to best measure success against those analytics and how they can drive larger business decisions for your brand.

Andrew Caravella - Vice President of Marketing at Sprout Social

Leading social media management and engagement platform for business. He leads a rock star team that creates and delivers relevant, engaging content and conversations through multiple forms of media and technology. Andrew believes the heart of social media hinges on exceptional experiences and meaningful connections, and uses those principles to guide dedicated acquisition, brand visibility and customer growth efforts at Sprout.

Elianne Ramos - Speak Hispanic

Elianne is Principal and CEO of Speak Hispanic Marketing and the Vice-Chair of Marketing and PR for Latinos in Social Media (LATISM). Known online as @ERGeekGoddess, Elianne is the moderator to highly rated Google+ On Air broadcasts, Facebook and Twitter chats with up to 20+ million impressions. Her specialty is the production of high quality social media experiences that seamlessly merge online with offline efforts. She is considered one of the most influential Latinas in social media.

Theo Skye - Executive Creative Director & Cofounder

Medialets’ Executive Creative Director and Cofounder, Theo has played a fundamental role in defining mobile rich media advertising since its inception. Beginning with the World’s First Shakeable Ad for Levi’s/Dockers (with OMD), Theo has overseen the conceptualization, design, and production of countless award-winning, first-to-market executions including HBO’s True Blood on iPhone (with PHD), the world’s first rich media iPad ad execution for Chase Sapphire (with T3), and thousands more. As ECD for the world’s most widely-deployed mobile 3rd party ad serving platform, Theo and his creative team collaborate closely with hundreds of leading agencies, brands, and publishers to develop rich media executions that push the boundaries of creative innovation and audience engagement

Mike Grehant - Acronym - CMO & Managing Director

Mike Grehan is CMO & Managing Director of digital marketing agency, Acronym. Perched on the 65th floor of the Empire State Building in New York City, he is responsible for directing thought leadership programs and cross platform marketing initiatives, as well as developing new, innovative content marketing campaigns. Formerly, Mike was publisher of Search Engine Watch and ClickZ and Producer of the SES international conference series. He is the current Chairman of global trade association SEMPO, having been elected to the board of directors in 2010 and serving two years as President. Previously, Mike worked as a search marketing consultant with a number of international agencies, handling such global clients as SAP and Motorola. He is recognized as a leading search marketing expert and came online in 1995. He is author of numerous books and white papers on the subject of search marketing and is currently in the process of writing his new book "From Search To Social: Marketing To The Connected Consumer" to be published by Wiley in 2014

Simon Heseltine

Getting Social Right (And Sometimes Wrong)

In this presentation you’ll find out about how different brands engage with their customers, how they grow when things go right, and the tactics behind effectively recovering when things go wrong. You’ll be walked through how to determine which assets to use for each social site, and how to use them in the right manner so that they’ll resonate with your audience on each of those sites, in the way you intend. You’ll also see examples of how engaging with influencers can help to increase your reach beyond your regular audience, and how you can identify both the influencers, and the impact that they have on your traffic.

Senior Director in charge of Audience Development at AOL Inc.

In this role Simon and his team are responsible for organic search, social, newsletters and training across all AOL properties, including TechCrunch, HuffingtonPost and In his previous position as Director of Search at a Washington D.C. based agency, Simon was responsible for developing and implementing organic search and social media strategies for companies across several industries. He also developed and delivered training programs for clients, including several large U.S. media company, to enable them to best take advantage of the opportunities available to their companies through both organic search and social media. Simon writes a regular column for on a variety of topics within the marketing industry, and has previously written for other industry sites. Simon is a frequent speaker at conferences around the world and teaches Online Marketing at Georgetown University in Washington D.C. as part of their Digital Media Management program. Simon has a BA (Hons) from the University of Humberside, and a Masters in IT from Virginia Tech.


Jason Dailey

The Future of Search

The original world wide web was topical and based on organizing pages of research content, but this structure is rapidly evolving. Advances in machine learning, an explosion of digital data and bandwidth, and the social networking phenomenon, coupled with new devices and services, have led to the creation of new data layers and constructs and changed the web experience both for consumers and marketers. In this workshop Jason Dailey, search evangelist for Microsoft looks at where search advertising has been and where it has the opportunity to evolve. The future is more than ten blue links. The web is being reinvented for task completion, supported by a superplatform actuated by natural interactions and with computing ability to understand purpose and intent across multiple modes of web use. Jason will look at the history of search advertising and where it could evolve in the next 5 to 10 years through the lens of a futurist. This is a presentation on possibilities. How the combination of maps, devices and wearable tech will drive the new search experience beyond the current behavior of typing keywords into a box.

Director - Bing Evangelism, Microsoft

Jason is a Director of Bing Evangelism for Microsoft. He and his team are responsible for cultivating deep relationships with advertisers and agencies, driving awareness, perception and adoption of Bing Ads and Previous to this role he was the Country Lead for Solution Specialist Sales at Microsoft Advertising Canada where he helped establish Microsoft as a thought leader in digital media and managed a team of digital media experts across multiple disciplines, providing innovation and inspiration, with a focus on helping clients develop creative, integrated, multi-screen executions. Jason has spoken extensively at a number of high profile industry events in the US and Canada, such as SES and Advertising Week, on topics related to Search Marketing, Multi-Screen Engagement, and the Future of Digital Media. He received a B.S. from MIT and an MBA from NYU’s Stern School of Business.

Theo Skye

Discover ASPEC: The Forthcoming IAB Standard that Pushes Digital Advertising Into The Future

In just a few weeks, the IAB will release the beta version of ASPEC, the new industry standard for communicating modern digital ad sizes. ASPEC improves the way publishers, media teams and creative teams collaborate to design, build, and launch digital campaigns in today’s multi-screen world. ASPEC also provides the foundation for the coming age of cross-platform advertising. This workshop, led by ASPEC's creator Theo Skye (Executive Creative Director & Cofounder of Medialets), will give attendees a head start on learning ASPEC, what cross-platform advertising really means, and the ways ASPEC will impact your organization.

Executive Creative Director & Cofounder, Medialets

As Executive Creative Director & Cofounder of Medialets, Theo has played a fundamental role in defining mobile rich media advertising since its inception in 2008. Beginning with the World’s First Shakeable Ad for Levi’s/Dockers, Theo has overseen the conceptualization, design, and production of countless award-winning, first-to-market executions including HBO’s True Blood on iPhone, the world’s first rich media tablet ad execution for (Chase Sapphire), and thousands more. As ECD for the world’s most widely-deployed mobile 3rd-party ad serving platform, Theo and his creative team collaborate closely with leading agencies, brands, and publishers to develop rich media executions that push the boundaries of creative innovation and audience engagement.



Architecting Great Experiments

Kyle Rush will do a deep dive into every step of the experimentation process, explaining what you should test, when you should test, the statistics behind an experiment, calculating sample size, analyzing results, and more. Enjoy the Benefits of Testing with Optimizely Increase engagement, interactions, and conversion. What you will learn: - turn your creative changes into instantly generated and deployed code. - instant testing capability, and any variation you create can be live to your visitors within minutes. - Track engagement, clicks, conversions, sign ups, or anything else that matters to you and your business. - The Optimizely platform is built to service users of all-types, from large enterprises, to agencies, to small businesses and more. With this in mind, the platform has administrative and project management functionality - easily create additional user accounts, organize projects and view your experiment inventory in an intuitive and easily navigable dashboard. - Advanced targeting, allocation, and scheduling features provide maximum flexibility and allow you to run tests on your terms. - One click will integrate Optimizely with a range of popular analytics tools, like SiteCatalyst, KISSmetrics, and Google Analytics, and Optimizely's full-fledged API will give you the power to seamlessly integrate your testing data into virtually anywhere else you choose.

Head of Optimization at Optimizely

Kyle's specialties:Optimization (a/b and multivariate testing), user experience, javascript, jQuery He leads optimization efforts throughout the company including the marketing site and the product. His team uses various methods of data gathering to develop testable hypotheses to improve customer acquisition and product usage.

Scott Lackey

How To Create Social Media Content That Works: Real World Examples & Results

A presentation and discussion with Scott Lackey, Founder & President of Jugular in New York. Review and discuss actual campaigns in the wine & spirits, travel and sports categories. Examine strategy, creative execution, promotion and actual results. You'll likely leave with some of your assumptions confirmed--and, perhaps, others challenged.

Founder & President

Scott has over twenty years of experience in the communications business. He founded Jugular in 2006 and has guided the agency into a prominent position as one of the premier New York-based agencies that combines traditional communications with a strong digital and social media focus. Jugular’s current clients range from luxury travel companies to sports supplements; from IT to healthcare. Before Jugular, Scott developed campaigns for numerous agencies including McCann Erickson and Young & Rubicam Partnerships and has worked alongside advertising legends like Roy Grace, Diane Rothschild and Jerry Della Femina. Scott has originated campaigns for over 150 companies including IBM, Motorola, Nestle, Kraft, Mazda, and Sony. He has worked on products ranging from fast cars to bioengineered skin for diabetic patients. Prior to entering advertising (thinking then it would be all about drinking during the day) Scott taught English at NYU. His unique approach to writing instruction was featured in a New York Times article by the renowned education writer, Edward Fiske. Scott's students have included Chris Columbus (screenwriter of "Gremlins" and director of "Home Alone") and Cathy Schulman (Oscar winner for "Crash" and President of Mandalay Studios.) He claims absolutely no responsibility for their success. His many personal interests include the numerous social media pages he runs and an upcoming non-fiction book he is converting from his Twitter page entitled @nycstories--very true, and often very strange, overheard conversations he witnesses throughout the city. Scott holds a BA in English from Lafayette College in Easton, PA and an MA and ABD in English from New York University.