Clicks Count: Integrating Design, Writing & Advertising for an Effective Web Campaign

Session description:
Multiple aspects of your campaign have to be right in order for it be effective. It starts with language. Do you have a solid grasp on your brand, and are you regularly putting forth messaging that's both consistent and authentic? What about design? We'll discuss how to take brands from looking simply pretty to being ultimately motivational as well. We'll also dive into the best tactics for online advertising and what you really should be looking for when it comes to web analytics - and SEO. In summary, this discussion-heavy pre-conference intensive will help you to use the right language, motivate action with design, learn tactics for online advertising success, understand web analytics, andexcel in the land of SEO. Are you ready?

Using Authenticity to Build Social Currency

Session description:
Be authentic. Be genuine. Yes, we¹ve been told to exhibit these characteristics before, but when it comes down to it, what does this really mean? Why is it important in today¹s climate? How can being authentic affect your bottom line? How is an individual supposed to be authentic on behalf of the brand? EMG will answer these questions and more in a 75-minute discussion. We¹ll look at how authenticity is one of the key ingredients in building social currency - the extent to which people share the brand and/or information about the brand as part of their daily lives. We¹ll show you ways to get brand loyalists to express their love of your brand and discuss not just messaging, but how brand persona is key to achieving authenticity - as is dialogue, both flattering and unflattering. Can loyalists be themselves and still accurately reflect the brand? You bet. Advocates always trump followers, and being genuine helps you get there. Join us!

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