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Day One:
Monday, November 15, 2010
7:30 – Registration & Continental Breakfast
Step One: Laying The Foundation
8:30 - Chairperson’s Opening Remarks - Building a Revenue-Positive Internet Pet Business that is "Passion-Centric"
Ted Rheingold, CEO, Dogster.com
Why You Need to Hear From Ted: An authority on building revenue-positive internet businesses that are "passion-centric", and online communities, and harnessing social media, Ted has spoken at numerous technology conferences and companies including Google, Web2.0, The Future of Web Apps, Reboot, CommunityNext and SXSW. Dogster, Inc. are creators of the largest pet-related communities and pet-owner information source on the internet. You can see their work at Dogster.com, Catster.com, Togethertag.com, & Snuzzy.com among others. As CEO Ted sets the company's strategic direction and growth, though he still plays an active role in extending the brand through the deployment of socially engaging media campaigns.
Step Two: Staying Focused
8:45 - Case Study
- Focusing Multiple Brands for Specific Target Consumers
- The big opportunity is to stay religiously focused “On Message” or “On Brand”
- The importance of research vs. going with your gut
- How to organize a team to carry out multiple messages at the same time
- Avoiding ‘favorites’ in your efforts
Brock Weatherup, CEO, PetFoodDirect.com
Why You Need to Hear From Brock: Brock’s experiences have been centered around growth oriented endeavors in the consumer space on the web. Prior to joining PetFoodDirect, Brock was CEO of Fathead LLC (www.Fathead.com), where he built an industry-changing consumer product marketing and ecommerce organization.
Brock also held numerous leadership positions focused on website commerce and marketing at Barry Diller's company, IAC working on such brands as www.TicketMaster.com, www.ReserveAmerica.com, www.Match.com, and www.Citysearch.com.
Brock Weatherup is the Chief Executive Officer of PetFoodDirect. Brock is a business leader/CEO/entrepreneur with broad experience in online commerce, enterprise value creation, organizational leadership, direct marketing, brand building and product development.
Step Three: The Big Picture Check List
9:30 - The Don't Miss Checklist to Ensure a Good Online Ad Campaign
Steve Reading, Co-Founder, Dogster.com; Catster.com
Why You Need to Hear From Steve: He has helped dozens of large-brand advertisers deploy integrated custom media campaigns that have consistently shown 10x ROI increases over normal Internet advertising methods.
Steven is a Co-founder and Chief Business Officer of Dogster, Inc., the largest community of pet-owners online. Steven oversees strategic partnerships, business development, sales, marketing and legal matters. Steven holds a law degree from the University of London and a master's degree in tax law from Golden Gate University in San Francisco. He has spent the last ten years in finance, sales and business development and was most recently at Citigroup before joining Dogster, inc.
10:15 – Networking & Refreshment Break
Step Four: Bring in the Money: Email Marketing & More!
10:35 - Social Media vs. email Marketing to Maximize Customer Connections That Bring in $$$$
This ‘new vs. old’ discussion will ground you in the tools and tactics you need to communicate with customers in a comprehensive way using social media and email marketing together to make customer connections.
John Arnold, Director of Customer Training & Certification, Constant Contact, Author, Email Marketing for Dummies
Why You Need to Hear From John:
- John Arnold is a leading marketing expert, author, and speaker specializing in marketing advice for small businesses, franchises, associations and organizations. John is the author of several marketing books including Web Marketing All-In-One Desk Reference for Dummies, E-Mail Marketing for
- Dummies and the forthcoming book Mobile Marketing for Dummies. John also writes the Marketing Tools & Technologies column for Entrepreneur Magazine.
Step Five: Build Customer Loyalty
11:20 - Turning Smiles into Sales - Ramp Up Your Customer Engagement To Boost Your Bottom Line
Excellent customer service...
- is a major source of differentiation online
- will add to your bottom line through repeat business & word of mouth referrals
- can provide you opportunities to capture lost sales
- isn't always easy ... doesn't just happen in your support inbox
- means going to where your customers are
- means engaging customers before there is a problem
In this conversation, you will get the tools and best practices you need to improve your bottom line by orientating your business to put customers first:
- How to deal with "Oh s…!" customer moments and turn haters into heralds
- How to ensure you hear your customers (and your competitors) when they're talking about you online
- How to let your customers hold the reigns without letting them drive you off a cliff
- How to turn customer feedback into an opportunity to recapture lost sales
Rich White, CEO, UserVoice
Why You Need to Hear From Rich: Richard White is a founder and CEO of UserVoice, a new kind of forum software that enables companies to harness the collective intelligence of their customers to generate and prioritize the ideas that turn good products into great products. He is driven by a passion for building simple tools that improve productivity, make people’s lives easier and builds a better community.
12:05 - Complimentary Buffet Luncheon
Step Six: Position Your Website for Long-term Profitability
2:00 - Seamlessly Converting Site Visitors into Site Customers
Websites today need to be much more than just a place your customers can learn about you. Tracking every action they make, analyzing those actions is not an option but a requirement to running a successful online presence. However, tracking is only half the battle, using tools to test and optimize your customers flow through your site can turn an functional site into a an incredibly successful site.
- Identifying the analytics solutions (free and paid) to track the data you must have: buy buttons, form fields, shopping cart drop offs, etc.
- How to use different analytics solutions to better understand the “person” behind the metric
- Pinpoint the original referrer that attracted the person to your website - that person may not convert the first time they visited your website: They may come back to your website 3 more times through 3 different referrers before they convert.
- Analyze which traffic sources are converting and work on marketing efforts that help push those sources
- Understand your web analytics data so that you can improve your conversion rate: where are people are falling off and what is causing people to convert?
- How to increase your revenue per user - through the steps of conversion optimization you can increase your revenue - test headline copy, website copy, color of call to action buttons, and even page layouts
Neil Patel, Co-Founder, KissMetrics.com
Why You Need to Hear From Neil: He has helped large corporations such as AOL, General Motors, Hewlett-Packard and Viacom make more money from the web. By the age of 21 not only was Neil named a top 100 blogger by Technorati, but he was also one of the top influencers on the web according to the Wall Street Journal
Neil Patel is the co-founder of 3 Internet companies: Crazy Egg, KISSmetrics, and KISSinsights.
Step Seven: Order Fulfillment & Customer Service to Boost Revenue – In-depth Session from PetEdge!
3:00 - CASE STUDY: From Product Development to Order Fulfillment – Harnessing the Power of the Internet for an End-to-End Supply Chain Solution
Find out how PetEdge utilizes overseas offices, multiple distribution centers, and logistics partners to manage all aspects of the supply chain from product ideation, global sourcing, US and international distribution, to sales through channels that include catalog, web, and direct sales force.
- Learn what it takes to manage a global supply chain.
- How to create synergies between on-line and off-line sales and marketing.
- How product collections can drive incremental revenue through impulse buying
Andrew S. Katz, President & CEO, PetEdge
Why You Need to Hear From Andy: PetEdge is the leading B2B provider of dog and cat accessories to pet care professionals and independent retailers through its PetEdge and PetEdge Dealer Services divisions. Andy runs a company with international offices; distribution centers on the East and West Coast of the US, and is a recognized industry leader as a direct marketer of wholesale pet supplies to pet professionals and independent retailers.
PetEdge has its roots dating back to 1956 when Andy’s father, Loeb Katz began the family business by selling serum to dairy farmers out of the back of his pickup truck. In 1980, Loeb came up with the novel idea of selling pet supplies at wholesale prices to pet groomers. Graduating from Lehigh University, Andy Katz joined the firm in 1987 and a few years later, saw an opportunity to open a large format pet supply superstore. Within a few years, the firm had opened six stores throughout New England, and then sold the chain in 1995 to Petco. In 2002, the company name was changed from New England Serum Company to PetEdge to better reflect its national customer base and focus on pet products. Today,
3:45 – Networking & Refreshment Break
Step Eight: Building a Community via Social Media
4:05 - Social Media Part I: The Cyber Modern Way to Meet Customers and Make Business Contacts to Last a Lifetime
Social Media is really just a modern word for the original purpose of the Internet. There are many ways to drive traffic using social media, but the true goal is building lasting one-on-one style relationships with customers. In Social Media your customer's attention needs to be earned not bought and in this session we'll cover how to find where your customers are online, how to introduce yourself, become part of the conversation and ultimately a permanent part of their daily Internet experiences.
Session attendees will learn:
- Where to look for and find their customers/contacts online
- How to engage them and create trustful relationships
- How to determine realistic goals and basic ROI for social media projects
- How to make these relationships long-lasting and beneficial for the brand for many years to come.
Ted Rheingold, CEO, Dogster.com
4:50 - Social Media Part II: Monetizing Popularity: 7 Tools That Will Save You Hundreds of Hours
Social media is like a net that you cast out in the the sea called the internet. How you convert the fish (visitors) into paying customers is the way you generate real returns on your time and financial investments. Understanding what ponds your customers swim in is the key to increasing your returns $.
Session attendees will learn:
- Technology that allows you to identify what social networks your customers are on
- Specific tips & tricks on how to use blogs, Facebook, Twitter and YouTube to generate leads
- What social ad platforms perform the best for your target customers
- How to automate retention and engagement campaigns to run while you sleep
- 2 small business case studies that drove real revenues
Dan Martell, Co-Founder , Flowtown
Why You Need to Hear From Dan: Dan spends the majority of his time looking at ways to build a bridge between Silicon Valley and his home province of New Brunswick. As an informal angel investor, he is active in advising entrepreneurs using metric-based marketing tactics to gain market adoption. Martell is passionately involved in facilitating micro-lending to entrepreneurs in developing countries through the non-profit, Kiva.org.
Dan Martell is the co-founder of www.Flowtown.com, a social marketing platform for small businesses. An award-winning Canadian entrepreneur, at 25, Dan formed his first start-up, Spheric Technologies Inc., and watched it grow by an average of 152% per year before he sold the company 4 years later in mid-2008.
5:30 – Close of Day One
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