Jenny Halasz Opens Digital Marketing Event Schedule For 2017
Rock Google Analytics like a Pro
Jenny Halasz comes to DFWSEM on January 11th, with a perfectly timed presentation including insights on latest additions to the Google Analytics toolset. With Google dropping a fresh new Analytics update on December 21st, you’ll get an expert look at what’s in it for you. And that’s just the beginning.
Jenny knows Google Analytics. Not in your average, “I wonder what’s happening with my traffic” kind of way. For her it’s more of a “damn this data is sexy”, “dashboards are my guilty pleasure” kind of thing.
After almost two decades in digital marketing, Jenny Halasz is widely recognized as a leader in the search industry. While she has the chops to work and consult across every facet of the industry, it’s testing new boundaries in technical SEO and Google Analytics that really makes her heart beat a little faster.
So it should come as no surprise we asked Jenny to come talk about Google Analytics for our very first DFWSEM meeting event of 2017. That’s right, we’re starting off the year by getting you up to speed on everything you need to know about Analytics. And when we say “up to speed”, we mean strap yourself in and get ready to take a ride through all the latest analytics features and tactics.
Ready for a new obsession?
Jenny named her session Rock Google Analytics Like a Pro for a reason. She’s taking that title as a personal challenge, and getting ready to show y’all how to make awesomeness burst from your Analytics dashboard just like what happens when you hit a match on the Candy Crush board. Yes, Jenny has an unhealthy obsession with Candy Crush, and she’s planning to leave you with the same kind of fascination for the eye-opening world of analytics.
With Jenny at the helm, we’ll take a fascinating journey through custom reporting and segmentation, learn about bot filtering, and defining your own channels. Thinking you have no idea what that means? Well let us help you out with that.
What’s this about defining channels?
Channel groupings allow you to see and analyze your site data in specific ways. The default channel groupings in Google Analytics are designed to meet the needs of the average user. But we know y’all are anything but average. It’s a sure bet you want to be going deeper, understanding more, and using your data to generate higher returns for you and your clients. This is where custom channel groupings become important. And where you need to understand exactly what you’re doing.
These channel things are cool, but dive in without an instructor on this one, and you could find you’ve paddled yourself past the point of no return. The choices you make in set up will determine whether you are changing how reports display the data in your channels, or actually changing the raw data for new sessions, by altering how incoming traffic is labeled. That’s a big difference y’all.
So if you’re thinking of playing with custom channel groupings any time soon, we’d suggest you make a beeline for DFWSEM on January 11th and listen hard when Jenny Halasz takes the stage.
Look Mom. I built a dashboard!
Perhaps even cooler than custom channel groupings – Jenny will show you how to build your own custom dashboards in Google Analytics, and just as importantly, why you might want to. You’ll learn what dashboards actually are (Hint: the answer might surprise you). You’ll walk away understanding how to customize the default, or build your own from scratch. It’s all about seeing the data that’s most important to you, in the ways you need to see it.
Honestly, we know y’all are going to be blown away by the data you have at your fingertips, but probably aren’t even seeing.
If you’re still getting your head around the latest interface updates in your Google Analytics account, you’ll surely know where all the important stuff is lurking once Jenny is done, but if you have specific questions, grab your chance to talk with her in person after the presentation.
What’s in the December 21st Google Analytics update?
If you saw the latest update notification from Google arrive in your inbox just a few days before the holidays, you may still be wondering exactly what’s in there for you? Well, no need to spend your vacation time trying to figure it out by yourself. Join us and hear from Jenny Halasz about Google Data Studio (beta), moving properties between Google Analytics accounts, Time Since First Arrival targeting, and changes to Google Tag Manager including the Tag Manager Trash Can.
We’re excited to have Jenny coming all the way from North Carolina in January as we launch our epic calendar of monthly events for 2017.
Mind Games: The Hidden Art and Science of Creating Kick-Ass Content
Why your epic content piece may not be enough
If you’ve ever wondered why that epic content piece you poured your heart and soul into just didn’t hit the mark, Dave Snyder from CopyPress could probably tell you.
Dave Snyder comes to Dallas in February to present Mind Games: The Hidden Art and Science of Creating Kick-ass Content.
There is so much more to successful content than build and launch. So much time and effort goes into those phases of content development, it’s easy to unintentionally narrow our audience or worse, turn interested customers away.
As CEO of CopyPress, Dave Snyder has seen his share of great and not-so-great content development efforts. What makes Dave stand out from the crowd though, is his ability to cut right to the core of understanding what worked and why.
In this game-changing presentation, Dave shares three core principles that will truly change the game for you when it comes to developing content.
How we learn and understand content
In a previous life, Dave Snyder did the hard yards as a high school educator. Today he carries that hard-won skillset with him as he uses the knowledge gained there to create and deliver content designed for every part of the audience.
Listen as Dave explains the concept of Learning models – what role do the different senses play in our everyday understanding of the world around us, and how we react to content based on how we learn. You’ll find yourself leaning in expectantly as Dave answers the question “How do you create content that helps people digest and react?”
How we react to content
Creating kick-ass content doesn’t end with understanding that people learn differently. You’ll find yourself suddenly understanding some of your own responses to content and promotions as Dave introduces you to Plutchicks wheel of emotion. Now you’ll learn the answers to the questions most directly related to conversion – Once we understand content, how do we react to it? How do you trigger reactions?
Suddenly you’re excited about building a strategy
If you thought your evening with Dave Snyder was already epic, that’s great. But it’s nowhere near over yet. Get ready to blow the lid off your content game as Dave wraps up his presentation by teaching you how to use your new-found knowledge to kick ass in the real world.
You’ll want to focus in on every word as one of the world’s most successful content creators shows you how to build a differentiated content strategy playing upon different learning styles and emotional reactions. In Dave’s own words, you’ll get “A soup to nuts walk through of how to take a single concept and divide it into several content types to engage with a varied consumer set.”
This is gold, y’all. Pure GOLD.
SEO Is NOT a Plugin
Rebecca Gill brings a little Web Savvy perspective to DFWSEM
Rebecca Gill is coming to Dallas. She’s coming in hot, and she has questions.
Did you hide text back in the day? Did you create link schemes to manipulate page rank? Those seem like far off days for SEO, but in reality, they’re still closer than we think.
Thankfully we’ve moved past most of those bad habits and ineffective SEO tactics. In today’s world we chase after green dots and let plugins do all the hard work.
And guess what? We have just about the same rate of success as we did in the early days of search engine optimization when we didn’t quite know what search engines wanted or needed.
And there’s a reason –
Today’s SEO isn’t about green dots and WordPress plugins. Those are only tools in a much longer SEO process.
Today’s SEO is about focusing on the user, solving problems, and answering the critical questions real users have in their everyday life.
It’s about understanding website visitors, their pain points, and the information they need to be successful. Today’s SEO is about solving problems.
The more we focus on the visitor, the more opportunities we have to create a positive user experience which in turn satisfies Google and brings ranking in SERPs.
You’ll learn why green dots are not the solution to the most important issues as Rebecca Gill presents SEO Is NOT a Plugin. Through her presentation Rebecca will show you the right process for discovering what website visitors need, targeting these needs with keywords and content, and creating a positive user experience through high quality content.
When Rebecca Gill founded her company and called it Web Savvy Marketing back in 2009, she wasn’t just choosing a name. She was telling the world exactly what is at the core of her approach to doing business online. Being smart, seeing past the quick fixes and empty tricks – generally being web savvy.
Powerful Storytelling Done Right
If you’ve ever wanted to tell a memorable, meaningful story, you’ve probably spent a lot of time and energy wondering where to start, then worrying that what you came up with still may fall short. If this is you, get registered right away, because this month’s DFWSEM event is designed to eliminate all this wasted time and energy from your life.
Let’s start with a story.
A man goes on a journey.
Or another: A stranger comes to town.
Or maybe that stranger comes to town with a new and improved widget with an exceptional customer service experience…
If you’ve ever wondered what it is that makes one story more compelling than another, one brand better at capturing an audience than another, Pearl Higgins from Outspoken Media can help.
Pearl comes to Dallas in April to present Powerful Storytelling Done Right.
There is a lot of confusion afoot in the world of digital marketing about how to cover your bases on this new “storytelling” front. Rather than simply working a few “story” pieces into your editorial calendar, powerful storytelling requires going back to basics: your images, your language construction, the tools you use. It’s easy to talk about storytelling as a fresh spin on the same old content you’re already doing, but that will always fall flat.
Storytelling in 2017
It’s all about the audience.
By starting with a focus on the audience and their experience, Pearl argues, you’re positioned to set your story up for success. By using elements of reputation marketing and customer experience, she’ll take you and the rest of the DFWSEM audience through establishing the trust needed for receptive listening.
Pearl is a former children’s book reviewer and graduate student in Children’s Literature, so she draws parallels between the well-loved stories of youth and what we should be trying to emulate and capture in our digital storytelling. Above all else, she’ll demonstrate the positive audience experience needed for successful storytelling.
Breaking down the elements & tools
While a receptive audience is a required first step, there’s so much more to the construction of a compelling story.
How you construct sentences, how images are laid out, who your protagonist is, and what tools and platforms you use to tell this story will all contribute to its success.
Pearl will take us through site-wide storytelling with your language, in your imagery, in your UX, your CTA, your social, and beyond! We’ll look at what it takes to tell a story in one paragraph, one sentence, and one image. We’ll also learn to apply those principles again and again.
Marrying customer experience and storytelling
Lastly, Pearl will take your through applying what we know about the needs of our audience in 2017 and the requirements of quality storytelling to build stories that shine. We’ll look at some of the most innovative tools and platforms out there and discuss the possibilities, both large and small, available to you.
We’ll all go on a little journey, rocked into creative delight by Pearl’s experience and knowledge, and leave as if tucked in after a fantastic reading of “Goodnight Moon.”
As Director of Client Services, Pearl Higgins spends every day coaching her team and clients in the art of building stories that capture attention and compel an audience. Her background in children’s literature means she understands what it takes to capture some of the trickiest audiences out there, and she’s happy to help apply that to an even more elusive audience… digital consumers.
Track ANYTHING With Google Tag Manager by Ruth Burr Reedy
If you had to go search “What is Google Tag Manager” when you saw the title of this post, stop worrying. And if your first thought was “I already know all that stuff”, you’ll want to think again.
Whatever your skill level, we have you covered on Google Tag Manager as we bring you DFWSEM Ambassador, and Dallas crowd favorite, Ruth Burr Reedy for our May Meeting event.
Event tracking in Google Analytics used to be a painstaking process that often meant getting developers involved to implement. You remember those days, right? Or perhaps you’re still working that way because you’ve never gotten the chance to learn a better way, or the people in your company need some upskilling to move past that?
The good news is, with Google Tag Manager, digital marketers can now track a multitude of engagement points on a website, often without getting a developer involved at all!
Go home with a bag of tips and hacks you can implement right away
Juiciest of all the treats we have in store for you, Ruth is set to share a bunch of examples. She’ll show you how you can collect and use this tracking data to make your sites as fast, user-friendly, and conversion-oriented as possible.
If you’re coming to this meeting as a Tag Manager novice, we get it. There are all kinds of reasons you might have gotten the idea in the past that this might be a topic too far… especially if you’ve never had the opportunity to learn from someone who knows it inside-out.
If on the other hand, you’re pretty familiar with GTM and thinking maybe there’ll be nothing here for you, we suggest you think again. Ruth had us sitting on the edge of our seats the very first time we chatted to her about this session. We know you’ll find a slew of new ways to up your productivity when you join us for this one.
Ruth Burr Reedy knows Google Tag Manager (GTM). As Director of Stategy at Upbuild, that’s hardly surprising. What is surprising though, is the startling array of game-changing tips and hacks that roll off her tongue when conversation turns to this often misunderstood tool.
Creating Kick-ass Content From Public Data Sources
Tyler Hakes uncovers a whole new world of data-driven content
How often have you found yourself settling for lesser content because you or your client didn’t have the data to create a content piece that could really attract attention for your brand? You know that feeling – when you know exactly what you would do to bust things wide open, if only you had the data.
Well get yourself to this month’s DFWSEM meeting event with Tyler Hakes, Chief Content Strategist for Optimist, and put those days behind you.
Tyler is an award-winning copywriter and content strategist. He’s been creating landmark content pieces for agencies and startups for nearly a decade, and he’s headed to Dallas on June 14 to show you how you can do it too.
One of the biggest roadblocks to creating content that will attract attention across the country and right around the world, is accessing the data you need to help you tell the story. But Tyler has been using public data, the kind that is freely available no matter what industry or niche you work in, to garner links and mentions from publications like the Washington Post for years.
And we’re bringing him to Dallas so he can show you how to formulate great content ideas, and where to find the data you need to pull them off. You’ll see real examples of the kinds of public data you can get your hands on, and how you can turn it into content that will get eyes on site, links and mentions for your brand.
If you’ve ever thought about upping your content game, this presentation is unmissable. Filled with head-slapping, eye-opening, jaw-dropping ideas you’ll wish you’d thought of years ago.
Million Dollar Style on a $100 Budget
$100 – Yup – that’s the Budget we’ve given Mike Esordi for this eye-opening session aimed at putting the power of design back in your hands.
With a Bachelor of Fine Arts in Design, and more than two decades experience as a photographer, graphic designer and web developer, Duotribe founder Mike Esordi has more than a few tricks up his sleeve.
Mike is on his way to Dallas for our July meeting event, and he’s all set to prove you can make a site look a million dollars when the budget looks more like a small business in 2017. And he’s so serious about the $100 budget challenge we set for him, you’ll catch be on the edge of your seat as he throws down tips, tactics, and apps you didn’t know you couldn’t live without.
Mike Esordi will blow your mind as he shows you how you can build a beautiful site from start to finish. And with every step he’ll count down the dollars it takes (or doesn’t take) to get the job done. From color theory to clever apps, design guides and building beautiful customer experiences, you’ll find it all packed into this one eye-opening presentation.
Whatever your situation – building a small business site of your own, bootstrapping a startup, or looking for inexpensive ways to get outdated sites in shape for agency clients – this session is for you.
Mike Esordi is a true design professional. Whether he’s master-minding visual design projects for the web, evaluating medical student innovation projects at Brown University’s Warren Alpert Medical School, or capturing exquisite life moments from across the globe with his camera, creativity is at the heart of everything Mike does. Always an innovator and committed to design thinking, he has worked with clients such as Edison International, NASA/JPL, Sony (SDDS), Prime Sports TV, Trimark Pictures Hollywood, The New York Times, Disney, and the San Diego Padres.
Email Marketing + Facebook = Dynamite Marketing Campaigns
Harness the power of email campaigns to drive Facebook ad success
Take a winning strategy and double it
Andrew Choco knows the value of email marketing campaigns to any business, and he also knows Facebook’s ad targeting system can bring massive results for any bottom line. So it didn’t take him long to turn his focus to the possibility of doubling down on sales success by putting the two together.
Andrew lands in Dallas on August 9, and he’s fired up and ready to show you his supercharged equation for digital marketing success – Email Marketing + Facebook = Dynamite Marketing Campaigns.
What’s your marketing weapon of choice?
What’s your favorite selling strategy? Working those email lists ’til you wring out every last conversion you can get? Or maybe it’s your Facebook ad targeting strategy that drives every revenue target you hit? Either way you know you’re on a winner if you’re putting time into email marketing, Facebook ads or retargeting.
But what if you took the rolled gold success of both these strategies and used them to drive each other? What if you made them work together to improve each other? And when we say together, we mean simultaneous. That’s right, Andrew Choco will show you the strategies he’s used to simultaneously launch email blasts and Facebook campaigns that work synergistically to gain better results.
There’s no holding back in this session. Andrew will share everything from a key case study – including ad copy and creative, overall budget, and the scheduling and timing of launch. He’ll show you results, and show you how to implement these same tactics in your own eCommerce campaigns. But that’s not all. Andrew gives you additional bonus strategies – advertising on additional social platforms, and how to use the data gained to improve campaigns down the road.
What you’ll learn
In this session Andrew will cover best practice implementations for everything you need to know:
- using email lists to create Facebook Custom Audiences
- using custom audiences to create lookalike audiences
- launching simultaneous campaigns
- allowing for international time zones
- ad copy and creative
- using Google UTMs to ensure tracking accuracy
- using other social platforms to improve reach and create multiple touch points
and so much more. Seriously y’all, this is a session you just cannot miss.
Andrew lives in Newport Beach, California, so it’s no surprise he’s above average at any sport that requires a paddle or racquet. If you have that feeling you know him from somewhere, truth is, you probably do. His last trip to Dallas was as an attendee at State of Search in 2016.
Andrew guides strategy across 50 client accounts at Directive Consulting, and works constantly with his team to develop new or improved approaches to across the digital marketing landscape. He writes frequently, sharing information across his specialties of social media marketing, SEO, content creation, PPC, and sales. His content has been featured on Moz, Wordstream, Datanyze, Vendasta, and CallRail.
Understanding Online Law – Mazin Sbaiti Explains
Dallas attorney Mazin Sbaiti will guide you through the key points of dealing with online law at our September meeting of DFWSEM.
Doing Business online brings with it a whole new set of legal considerations. Understanding the potential for harm to your business or customers is critical to maintaining online success. If you’ve wondered about the legalities of online transactions, product delivery failures, use of social media, or any of the dozens of other things you do online every day, you’ll want to hear Dallas Attorney Mazin Sbaiti’s presentation in September.
Mazin comes to DFWSEM on Wednesday 13th September to present Incurring and Remedying Online Injuries, a primer in the most common legal considerations encountered in the online world.
Are you worried by the “Gripe” site phenomenon?
Mazin will discuss the “Gripe” sites such as Ripoff Report, Pissed Consumer and others, explain online defamation, and walk you through legislative considerations like the Online Decency Act etc. You’ll find out whether litigation works, and what motivates “gripe” site publishers to do what they do.
Understanding online bullying and victimization
You’ll learn about duty of care, what courts can and can’t offer, and whether immunity exists. Some hard issues will be covered when Mazin answers the question “Can a website owner be liable for rape, abduction, murder, or suicide?”
Mazin Sbaiti is an experienced litigator who practices in Dallas, and has a deep understanding of the particular legal difficulties and responsibilities faced by those publishing and doing business online.
Get The Jump on the Hottest Digital Marketing Tactics for 2018
Our DFWSEM Futurists give it up to finish out the year
We’re kicking it up a notch for the November meeting of DFWSEM.
2017 has been a fantastic year. We’ve brought you spectacular speakers and stellar content from all around the country, but this month we’re bringing you local experts with new ideas that will put you ahead of the game in 2018.
We’re bringing together some of DFWSEM’s most respected marketing minds for an end of year futurists panel you won’t want to miss.