Published on February 25, 2014
MARKETING WITHOUT DESIGN IS LIFELESS, AND DESIGN WITHOUT MARKETING IS MUTE. - VON R. GLITSCHKA 1
HELLO HIGH FIVER, When we set out to create a new conference in Raleigh, we wanted to do something different. Our mantra was to create a conference unlike any other. The High Five Conference is more than an event to us—it’s a call to action for marketers and creatives to come together and harness their shared talents to achieve the extraordinary. You might say this is a lofty goal. And you’d be 100% correct. But for our businesses and clients to succeed, we have to collaborate. The High Five is a universal symbol of collaboration, teamwork and success, which is exactly what our conference celebrates. We’re so happy you’re here and can’t wait to see what unfolds next. High Five! EVAN CARROLL CONFERENCE DIRECTOR PROGRAM JOURNAL SPONSOR WWW.CHANNELADVISOR.COM/ABOUT/CAREERS 3
7417 C 490 C 5315 C 20 14 SHERATON ROOM VENUES 7546 C C CA P ITA L O OA K F OR ES T G COOL GRAY 10 C G OV ER NOR ’ S G1 G OV ER NOR ’ S 1 HIGH FIVE SCHEDULE SPEAKER BIOS GETTING CONNECTED / GETTING AROUND SPONSORS ABOUT TRIANGLE AMA G2 G OV ER NOR ’ S 2 7417 C SCHEDULE 490 C 5315 C 7546 C 4 COOL GRAY 10 C
SCHEDULE OVERVIEW FEB/26 FEB27 M A IN CON F E RE N C E D AY 2 P R E -CO N F ER ENC E WORKS HO P S 8:00 AM 8:00 AM REGISTRATION & BREAKFAST C BREAKFAST 9:00 AM KEYNOTE 15 Non-Obvious Trends Changing Marketing and Creative In 2014 Rohit Bhargava O 9:00 AM WORKSHOP /A The Silver Bullet: The One Skill Every Communicator Should Use Alan Hoffler WORKSHOP /B Digital Marketing The Right Way Mark Traphagen / Jon Parks / David Mantica G2 10:15 AM BREAKOUT SESSION /A Rethinking Entrepreneurship? Christopher Butler / Matt Woolman / Heather Hesketh O WORKSHOP /C Creativity + Business Jeni Herberger G1 BREAKOUT SESSION /B Building a Brand from the Inside Out Chris Grams C BREAKOUT SESSION /C Creating an Analytics-Driven Marketing Culture Adele Sweetwood / Dennis Massengill G 10:00 AM BREAK / SPONSOR EXPERIENCE 12:00 PM LUNCH M AIN CONFER ENCE D A Y 1 11:00 AM BREAK 12:00 PM REGISTRATION & SPONSOR EXPERIENCE OPEN 11:15 AM 2:00 PM CONFERENCE WELCOME Evan Carroll / Mihali Stavlas / Emma Battle O 12:15 PM LUNCH 3:15 PM BREAK 3:30 PM BREAKOUT SESSION /A Earn It. Don’t Buy It. Social Media Marketing in a Post Facebook World / Jim Tobin G BREAKOUT SESSION /B Big Pictures, Little Details. Putting Content Marketing Theories to Work John Lane / Steve Pepe C BREAKOUT SESSION /C CRITIQUED: An Iterative Design Experiment / Christina Beard O 4:15 PM BREAK 4:30 PM KEYNOTE Make Your Own Luck: Planned Serendipity in Life and Business Lane Becker 5:30 PM WELCOME RECEPTION 6:30 PM DINNER IN GROUPS O LIGHTNING ROUND SESSION /A 10-minute sessions followed by joint Q&A with speakers / Jake Finkelstein / Jenny Halsaz / Megan Jones C BREAKOUT SESSION /B Tall Tales from a Large Man Aaron Draplin O BREAKOUT SESSION /C Neuromarketing: The Art and Science of Influence / Sheridan Orr G 2:45 PM BREAK 3:00 PM OPENING KEYNOTE Z.E.R.O. - Zero Paid Media as the New Marketing Model Joseph Jaffe 2:00 PM O 2:15 PM 8:00 PM HIGH FIVE CONCERT Matrimony KEYNOTE Word of Mouth: The Greatest Creative Asset You’re Not Leveraging Spike Jones BREAKOUT SESSION /A Retention vs. Acquisition: Little Things Make a Big Difference / Stan Phelps O BREAKOUT SESSION /B Understanding the Power of Content Marketing / Chris Moody G BREAKOUT SESSION /C The Lies Consumers Tell Us Dan Carlton C 3:45 PM BREAK 4:00 PM CLOSING KEYNOTE Breaking Down Barriers and Bringing Ideas to Life / Jeni Herberger 5:00 PM CONFERENCE WRAP-UP & CLOSING RECEPTION O 5
7417 C 490 C 5315 C 7546 C 26 / COOL GRAY 10 C FEB P R E -CO NF E R E NC E WORKSHOPS THESE OPTIONAL SESSIONS PROVIDE IN-DEPTH TRAINING IN A SMALL GROUP FORMAT. BREAKFAST AND LUNCH WILL BE PROVIDED TO WORKSHOP ATTENDEES. 8:00 AM REGISTRATION / BREAKFAST 9:00 AM WORKSHOPS WORKSHOP /A C The Silver Bullet: The One Skill Every Communicator Should Use ALAN HOFFLER / EXECUTIVE DIRECTOR AND PUBLIC SPEAKING COACH AT MILLSWYCK COMMUNICATIONS Since no human is born speaking, we can conclude it is a skill, and not an inborn talent. But some speakers are definitely better than others. And most speakers have some sense of dread or anxiety as they approach the craft. Whether you’re a hesitant speaker or one who wants to improve, please join us for an interactive and educational session designed to help you become a GREAT speaker through the use of a valuable and easy-to-learn technique – the Speakers’ Silver Bullet. In addition to learning about the skill, you will practice and apply it to your message, whether it’s a technical work presentation, a networking event or a sales/persuasion situation. The Silver Bullet can apply to most any situation, takes relatively little preparation, and is used by the masters of the stage in just about every forum imaginable. You’ll find ways to immediately put this weapon in your toolbox and WOW your audiences and have them ready to listen to your pitch, platform or presentation. 12:00 PM LUNCH FEB 26 CONTINUED 6 WORKSHOP /B G2 Digital Marketing The Right Way MARK TRAPHAGEN & JON PARKS / INSTRUCTORS AT ASPE ROI DAVID MANTICA / PRESIDENT OF ASPE, INC. Digital marketers are constantly pulled in numerous directions and around each turn is a “guru” or “ninja” professing the next big secret of digital marketing. But amongst this chaos how do you find true north and set a creative, yet effective digital marketing strategy? This three-hour workshop will take you on a deep dive into digital marketing, helping you move seamlessly from strategy to tactics and weaving everything together into a comprehensive campaign. Mark Traphagen, Jon Parks and David Mantica will navigate through the common elements of digital marketing, including best practices, opinions and case studies. In a popcorn-style discussion and presentation, learn how content marketing, Google Plus, social media, AdWords and analytics all play a major role in every digital marketing campaign, and why each one is a critical element. Not only are you sure to get a smile learning from these expert digital marketers and business leaders, you’ll take away actionable ideas of how to improve your digital marketing strategy.
2014 WORKSHOP /C SCHEDULE G1 Creativity + Business JENI HERBERGER / FOUNDER OF THE FULCRUM AGENCY / FEATURED SPEAKER FOR AIGA, AMA, ADCLUB, RGD AND HOW DESIGN CONFERENCE Creativity is a key skill in addressing today’s business challenges. This type of thinking begins with having empathy for your customers and team members, and approaching the process with whole-brain thinking. Rediscover creative confidence— the natural ability to come up with new ideas and the courage to try them out. Learn the fundamentals of creative thinking and be introduced to tools that will spark inspiration and innovation. 7
7417 C 490 C 5315 C 7546 C COOL GRAY 10 C 26 / FEB MAIN CO NF ER ENC E WEDNESDAY / DAY 1 12:00 PM REGISTRATION / SPONSOR EXPERIENCE OPENS 2:00 PM CONFERENCE WELCOME O EVAN CARROLL / DIRECTOR, HIGH FIVE CONFERENCE MIHALI STAVLAS / PRESIDENT, TRIANGLE AMA EMMA BATTLE / MASTER OF CEREMONIES 2:15 PM OPENING KEYNOTE O Z.E.R.O. - Zero Paid Media as the New Marketing Model JOSEPH JAFFE / FOUNDER OF EVOL8TION, AUTHOR OF LIFE AFTER THE 30-SECOND SPOT A perfect storm is coming…in fact it may already be here. A combination of forces that could very well cause the bottom to fall out of the media model. To prepare for this scenario, consider a new marketing model in which the optimal paid media budget would be zero. In this bold and provocative keynote, four-time author and thought leader, Joseph Jaffe will outline the Z.E.R.O. Manifesto of how brands can move from being tenants to landlords and successfully adopt and activate the four-pronged approach of Zealots, Entrepreneurship, Retention and Owned Assets. 3:15 PM BREAK 3:30 PM BREAKOUT SESSIONS BREAKOUT /A G Earn It. Don’t Buy It. Social Media Marketing in a Post Facebook World JIM TOBIN / FOUNDER AND PRESIDENT AT IGNITE SOCIAL MEDIA In his first book, Social Media is a Cocktail Party: Why You Already Know the Rules of Social Media Marketing, social media marketing pioneer Jim Tobin showed how normal social behaviors are more important to online marketing than the dusty old rules of advertising. In his new book, Earn It. Don’t Buy It. The CMO’s Guide to Social Media Marketing in a Post Facebook World, Jim shows that now, you not only have to know the rules of organic engagement and honest, meaningful, and truthful conversations with customers, but where to find the audience. Facebook? Nobody goes there anymore, it’s too crowded. The first arrivals are off to a better, more exclusive party. Tobin talks about where to find them and how to implement a social media strategy to engage them and their friends, and he offers a breakthrough system for measuring your social media marketing ROI. You can t buy your way into the online conversation anymore, not with ads — you’ve got to earn your way in. Remember, it’s their world, we just post in it. 4:15 PM BREAK FEB 26 CONTINUED 8
2014 SCHEDULE Jaffe will introduce a 10-point action plan based on his Marketing BowTie framework designed to help brands get to a 50/50 split between “direct” investment and “indirect” expenditure before 2020. Be a hero…commit to Z.E.R.O. BREAKOUT /B C Big Pictures, Little Details. Putting Content Marketing Theories to Work JOHN LANE / VP OF STRATEGY AND CREATIVE AT CENTERLINE DIGITAL _____________________________________________ STEVE PEPE / DIGITAL MARKETING LEADER AT GE WATER & PROCESS TECHNOLOGIES John helps companies craft content strategies and guides their implementation and optimization. Steve moves strategies into action. In this session, they will take on content marketing theories from both the macro and micro level…exploring the theories for why content marketing works and seeing real world examples of those theories in successful practice. BREAKOUT /C O Critiqued: An Iterative Design Experiment CHRISTINE BEARD / AUTHOR AND DESIGN CONSULTANT The traditional design process of working independently and unveiling your finished design to your audience is gone. Today, the design process is social and transparent. Everyone in an organization has an opinion, and they’re all valid. Christina will guide you through an iterative design experiment that shares what subjective design really is and why all perspectives are important. 9
7417 C 490 C 5315 C 7546 C COOL GRAY 10 C FEB/26 MAIN CO NFEREN C E 4:30 PM KEYNOTE O Make Your Own Luck: Planned Serendipity in Life and Business LANE BECKER / CO-FOUNDER OF GET SATISFACTION AND ADAPTIVE PATH / AUTHOR OF NEW YORK TIMES BESTSELLER GET LUCKY Do you ever wonder why some people always seem to have luck on their side? Imagine if you could harness the power of luck to make good things happen in your life. Say you could identify and plan for the next major market shift that is going to impact your business, and adapt your strategies to control the outcome to your advantage. Instead of blindly reacting to unplanned events, what if you could actually architect good luck into your business, hone your skills to recognize the next big opportunity, and provide the space for things to go unexpectedly right? According to Lane Becker, co-author of New York Times bestseller “Get Lucky,” polishing your skills to harness luck is not only learnable, it is the key ingredient some of the world’s most admired leaders cite for their success. Lane defines this type of luck as “planned serendipity“ — where individuals can influence the outcome of unplanned encounters simply by exercising certain behaviors. In this presentation, Lane will share his insights on the mechanics of luck — how it works, and how to put it to work for you. He’ll explore how some of the world’s most successful business leaders have developed the capacity to put themselves in the path of chance opportunities, to identify the really great ones that come their way, and to take action on the ones that matter most. 5:30 PM WELCOME RECEPTION 6:30 PM DINNER IN GROUPS 8:00 PM CONFERENCE CONCERT Matrimony OPENING ACTS INCLUDE ADAM COHEN COMEDY AND RALEIGH BAND NEW REVEILLE LINCOLN THEATRE / 126 E. CABARRUS ST. RALEIGH, NC Fronted by the husband and wife duo of Ashlee Hardee Brown and Jimmy Brown, the Charlottebased band are accompanied by Ashlee’s talented brothers, Jordan and CJ, resulting in an intuitive collaboration that is both immediately effective and utterly their own. “MONTIBELLO DRIVE,” the band’s eagerly anticipated debut album, takes its title from the Hardee family abode, a bucolic homestead where multiple generations of friends and family all sang and played together. Fraught with collaborative chemistry and determined artlessness, songs like “Last Love” and “Obey Your Guns” ring out with Matrimony’s astonishing communal spirit, their tight harmonies and intuitive musical telepathy born of true love and a shared lifetime. MATRIMONY’S DEBUT EP ON COLUMBIA RECORDS / MATRIMONYNC.COM END DAY ONE C 7147 10 C 094 C 5135 C 6457
2014 SCHEDULE W E D . / D AY 2 11
7417 C 490 C 5315 C 7546 C 27 / FEB COOL GRAY 10 C MAIN CO NF ER ENC E THURSDAY / DAY 2 8:00 AM BREAKFAST 9:00 AM KEYNOTE O 15 Non-Obvious Trends Changing Marketing and Creative In 2014 ROHIT BHARGAVA / CEO AND FOUNDER OF THE INFLUENTIAL MARKETING GROUP For the past four years, best selling author and longtime branding consultant Rohit has curated an annual list of 15 trends changing business. His report has been viewed and shared more than half a million times online — and the most recent edition was the #1 most downloaded Marketing Research book on Amazon for eight weeks straight. At a time when meaningless predictions such as “2014 will be the year of mobile” are often shared by so called gurus — Rohit’s “Non-Obvious Trend Report” uses real life examples to spotlight unexpected trends in media, technology, advertising, culture and entrepreneurship. 10:00 AM BREAK / SPONSOR EXPERIENCE OPENS 10:15 AM BREAKOUT SESSION BREAKOUT /A O Rethinking Entrepreneurship? CHRISTOPHER BUTLER / COO AT NEWFANGLED / EDITOR AT SMASHING MAGAZINE _____________________________________________ _____________________________________________ MATT WOOLMAN / DIRECTOR OF CREATIVE ENTREPRENEURSHIP, VCU _____________________________________________ _____________________________________________ MODERATED BY HEATHER HESKETH / CEO AT HESKETH.COM Entrepreneurship as an idea has won the hearts of creative and marketing professionals, but we’re lacking a stable foundation upon which to practice it. In this session, Matt Woolman, Director of Creative Entrepreneurship at Virginia Commonwealth University, and Chris Butler, COO at Newfangled, will explore what entrepreneurship means, beginning with the educational systems that introduce it and working their way through the working culture we find ourselves in. Beyond the critique they will bring, they hope to spark a conversation around how to practice entrepreneurship in the marketplace and even rethink your own business models. FEB 27 CONTINUED 12
2014 SCHEDULE In this unique new keynote talk, Rohit will share some of the insights from his recently released 2014 Trend Report, and break down how these trends will change your business and industry. Most importantly, you’ll leave with concrete ideas for how to take advantage of these trends in 2014 and beyond. BREAKOUT /B C BREAKOUT /C G Building a Brand from the Inside Out Creating an AnalyticsDriven Marketing Culture CHRIS GRAMS / PRESIDENT AND FOUNDER AT NEW KIND ADELE SWEETWOOD / VICE PRESIDENT, AMERICAS MARKETING AND SUPPORT AT SAS Chris Grams is President and Partner of New Kind, a firm that describes itself as “community catalysts.” In this session, Chris will teach you how to build a brand from the inside out, using the energy and passion of the community of people who care about it most, inside and around the organization. Drawing lessons from his book The Ad-Free Brand, his work building communities of passion at New Kind, and his decade of experience helping build Red Hat into one of the most successful brand communities in the technology world, Chris will discuss how to move beyond dated advertising-centric models and embrace an open, collaborative way of engaging communities in the process of brand building, creating stronger, more sustainable brands along the way. _____________________________________________ DENNIS MASSENGILL / EXECUTIVE DIRECTOR, CORPORATE CREATIVE AND EXECUTIVE OPERATIONS AT SAS Catchy copy, clever promotions and gut instinct used to get the job done when trying to reach prospects and customers. But applying analytics enables marketing to now combine fact-based decision making with creativity. Accountability through analytics helps drive ever changing creative options to better reach your target audience. Adele and Dennis will share ideas on how you can become a catalyst for analytical creativity in your organization, driving a whole new level of communication that spreads innovation, based on fact, throughout your marketing department. 13
7417 C 490 C 5315 C 7546 C COOL GRAY 10 C FEB/27 MAIN CO NF EREN C E 11:00 PM BREAK 11:15 PM KEYNOTE O Word of Mouth: The Greatest Creative Asset You’re Not Leveraging SPIKE JONES / CO-AUTHOR OF BRAINS ON FIRE / SVP & MANAGING DIRECTOR, SOUTHWEST AT EDELMAN DIGITAL Word of mouth is the grandfather of all things social media. Yet, in this age of “shiny object syndrome” we’ve quickly become mesmerized by social and forgotten about the basics of human behavior and interaction. After all, 90% of word of mouth recommendations still happen offline. In this talk, we’ll dig into the power of your brand connection points, empowering those that already love you and even talk about some counter-intuitive, actionable ways to harness that positive WOM out there. 12:15 PM LUNCH 2:00 PM BREAKOUT SESSION BREAKOUT /A C Lightning Round Sessions A COLLECTION OF 10-MINUTE SESSIONS FOLLOWED BY JOINT Q&A WITH ALL THREE SPEAKERS Making An Impact: It’s Not What, But When The "New" Rule of SEO: Common Sense JAKE FINKELSTEIN / FOUNDER & CEO AT METHOD SAVVY JENNY HALSAZ / PRESIDENT AT JLH MARKETING There are no lack of ways to invest in marketing and advertising. We’ve all heard smart speakers talk about how to design the perfect email, craft just the right print advertisement or optimize your website for search. But what they don’t tell you is that timing the deployment of marketing executions is equally important as doing them in the first place. This lightning session won’t focus on the HOW, but on the WHEN. Join Jake as he explores how to time your communications and advertising activities to maximize marketplace impact. If you've been watching the changes in Google lately, it's tempting to worry about what's next. Is link building dead? Is content marketing the future? What about authorship? Is Schema the next frontier, or the next penalty? 2:45 PM BREAK FEB 27 CONTINUED 14 Join SEO expert, Jenny Halasz, as she explains why great SEO is mostly just the application of common sense, and teaches you the single question you should ask yourself when deciding whether an SEO tactic is the right move. The “Big Idea” Needs “Big Data” — Using Data as the Foundation for Your Marketing Campaigns MEGAN JONES / DIRECTOR OF ANALYTICS AT CAPSTRAT Delivering one standard message to your customers is no longer an effective marketing strategy. Today, it’s all about determining the right message for the right audience, and the right channel for delivery — and using data as the foundation for it all. Join Megan in this lightning session to learn how data can help you make smarter and more costefficient marketing decisions, by segmenting your audience and developing hyper-targeted campaigns that deliver results.
2014 SCHEDULE T H URS . / D AY 2 You’ll walk away with a better understanding of how to use social as the tool that it is and be able to immediately put offline word of mouth to work for you. BREAKOUT /B O BREAKOUT /C G Tall Tales from a Large Man Neuromarketing: The Art and Science of Influence AARON DRAPLIN / DRAPLIN DESIGN CO. SHERIDAN ORR / HEAD OF GLOBAL PRODUCT MARKETING AT CHANNELADVISOR Using scientific proof and state-of-the-art multimedia techniques, Aaron will deliver a suckerpunch of a talk that aims to provide bona fide proof of work, the highs and lows of a ferociously independent existence and a couple tall tales from his so-called career in the cutthroat world of contemporary graphic design. Just a regular guy with a trajectory a little dirtier than yours, his talk is open to all oncomers brave enough to show up. If you are a youngster, you may find yourself inspired to attack your design future in a different way. If you are established, you may just leave feeling grateful you don’t have anything to do with him. Hard to say. Be there! Emotion is the Holy Grail of effective, creative marketing. To win with customers, we have to appeal to their emotions. We’ve known that for years. But short of guessing, how can we be sure our messages are conveying the right emotions? Until recently, we’ve relied upon focus groups to measure emotion, but they’re flawed. Focus group feedback is always filtered by our audience’s rational brains and too often, they tell us what they think we want to hear. With advances in neuroscience, we can now understand more about what really connects with our audiences. While not every brand can afford to use fMRI’s to test responses, research has uncovered patterns that everyday marketers can use to ensure their message is creating the desired response. In this session, we’ll cover what marketers need to know about the brain and human emotions as well as some best practices for incorporating neuromarketing into your branding and campaigns. 15
7417 C 490 C 5315 C 7546 C COOL GRAY 10 C FEB/27 MAIN CO NF EREN C E 3:00 PM BREAKOUT SESSION BREAKOUT /A O BREAKOUT /B Retention vs. Acquisition: Little Things Make a Big Difference STAN PHELPS / FOUNDER AND CHIEF MEASUREMENT OFFICER AT 9 INCH MARKETING C The Lies Consumers Tell Us DAN CARLTON / FOUNDER AT THE PARAGRAPH PROJECT The consumer is finally king. But are we prepared to tell him he’s wearing no clothes? Traditional tell and sell marketing is dead. Marketer’s can no longer afford to spray and pray. Today’s unsung hero is the empowered customer. The challenge is to leverage their advocacy by selling less and giving more. The little things that give existing customers a reason to buy more, to come back more often, and to tell more of their friends. Retention pays. According to Gartner, a 5% increase in retention can boost profits by 25% to 125%. Today’s most successful brands are finally listening to consumers and bringing them into the marketing process. However, before abdicating your brand to consumer opinion it’s important to realize that the consumer is often lying to us. They are lying to us in regards to what they really want or what they need. This is not intentional deception, rather it’s a result of consumers’ inability to understand their true motivations or articulate their desires. In his talk, Stan will make the business case for retention and referral based marketing strategies. Attendees will hear about customercentric marketing lessons from leading brands such as Apple, Disney, Southwest and Zappos. Phelps will offer practical advice and tips on how you can leverage signature added value to drive differentiation, increase retention and generate word of mouth. This session will call attention to the various ways consumers mislead marketers, as well as provide research approaches and techniques that can identify what really drives consumer behavior and how that can lead to more powerful connections with consumers. 2:45 PM BREAK 4:00 PM CLOSING KEYNOTE O Breaking Down Barriers and Bringing Ideas to Life JENI HERBERGER / FOUNDER OF THE FULCRUM AGENCY There is no denying that great brands require strategic design AND marketing. Brands must be made visible to the masses and authentically transform them into customers. Defined as “the action of working with someone to produce or create something,” collaboration is at the heart of creating a unified vision. When brand communicators across the greater organization approach the brand promise from a common space, the ultimate result is consumer loyalty, expanded customer base and increased sales. 5:00 PM CONFERENCE WRAP-UP / CLOSING RECEPTION END CONFERENCE 16 C 7147 C 094 C 5135
2014 SCHEDULE T H URS . / D AY 2 BREAKOUT /C G Understanding the Power of Content Marketing CHRIS MOODY / DIRECTOR OF PRODUCT MARKETING ORACLE ELOQUA You’re still relying on whitepapers to drive all your leads. Lots of people are. Unfortunately, you’re probably missing the boat on the easiest types of content for converting customers. In this breakout session, Chris will explain the importance of content marketing broken down into three sections — low, medium and high effort content. You’ll see real examples, real conversion data and walk away knowing that you need to harness the power of user-generated content when you’re back in the office. You may even laugh along the way. 17
/ KEYNOTE SPEAKERS A hallmark of ^5 is five world-class keynote speakers. At some conferences attendees might hear from one or two great speakers. At ^5, naturally, we have five inspiring keynotes. ROHIT BHARGAVA JOSEPH JAFFE Author of Likeonomics. CEO & Founder of the Influential Marketing Group. Professor of Global Marketing at Georgetown University. Led digital strategy at Ogilvy and Leo Burnett. Clients have included Intel, American Express, Novartis, Pfizer, IBM, Unilever, Pepsi and Heineken. Founder & Partner of Evol8tion, LLC. Alum of TBWA/Chiat/Day and OMD USA, Author of Life After The 30-Second Spot, Join the Conversation and Flip the Funnel. Current and past clients include The Coca-Cola Company, Target, Anheuser-Busch, Kraft Foods, Verisign, General Motors/Onstar and Kmart. LANE BECKER Co-founder of Get Satisfaction and Adaptive Path. Author of New York Times bestseller Get Lucky: How to Put Planned Serendipity to Work for You and Your Business. JENI HERBERGER Principal, The Fulcrum Agency. Contributor to HOW Design magazine and Communication Arts. Featured speaker for AIGA, AdClub, RGD and HOW Design conference. 18 SPIKE JONES SVP and Managing Director, Southwest at Edelman Digital. Alum of FleishmanHillard and WCG. Co-author of Brains on Fire: Igniting Powerful, Sustainable Word of Mouth Movements. Has led word-of-mouth programs for BMW, USAA, AT&T, General Motors, Chevrolet,Dagger Kayaks, Fiskars Brands, Gatorade and Best Buy.
LANE BECKER SPIKE JONES JOSEPH JAFFE ROHIT B H A R G AVA JENI HERBERGER 19
7417 C 490 C 5315 C 20 14 WORKSHOP SPEAKERS 7546 C COOL GRAY 10 C JENI HERBERGER ALAN HOFFLER Jeni is a contributor to HOW Design magazine and Communication Arts and has been a featured speaker for AIGA, AdClub, RGD and HOW Design conference. Internationallyrecognized as a powerful force in changing the way people approach the business of design, Jeni works tirelessly with creative professionals and corporate leaders teaching them to connect and communicate. Known for her uncanny ability to break down the walls between business policy and design strategy, Jeni has spent the past 20-something years working with creative and corporate leaders to identify practical strategies on “doing business better.” Alan Hoffler is Executive Director and Principal Trainer at MillsWyck Communications. Raised around America’s Space Program, Alan Hoffler has earned degrees in aerospace engineering and applied mathematics and never bothered to pursue a living in either field. At some point in his 20 years of training technical corporate audiences, instructing in the college classroom, teaching public high school, and speaking nationally to pilots about flying safety, he became passionate about helping others communicate more effectively. JON PARKS Jon Parks is the Founder and Lead Dijital Strategist at Dijital Farm, a digital marketing consulting agency based in Raleigh, NC. Jon is a digital marketing veteran with more than 15 years of experience working with companies such as Fike Corporation, Epstein Global Architects, MarketVue Partners, Tough Mudder, NICOR Energy, Endurance Works and a variety of governmental organizations with their digital needs. Jon’s areas of expertise include digital marketing and digital media strategy, social media strategy, Web analytics, search engine optimization, email marketing and pay-per-click advertising. Jon is an outspoken advocate for Google Plus, a regular contributor to the tech blog MarketingPilgrim.com and is a national speaker and instructor, teaching Google Marketing Boot Camp and Social Media Boot Camp classes through ASPE-ROI. 20
2014 SPEAKERS DAVID MANTICA MARK TRAPHAGEN David Mantica is President of ASPE, a professional training company with several divisions. As a specialist in business-tobusiness continuing education, David brings deep experience to roles in executive leadership, product management, marketing and operations capacities. Mark is Senior Director of Online Marketing at Stone Temple Consulting. He helps businesses build strategies to increase brand influence and attract natural links and social signals. Mark has a special reputation as an expert on Google+ and Google Authorship. A former teacher, he has worked directly in Internet marketing since 2005, but has been involved in social media and online community formation since the mid-1990s. He also teaches a Google+ Workshop for ASPE-ROI. Mark has spoken at major conferences such as SMX, ConvergeSouth and Search Exchange, as well as at numerous local SEO meetings. His chapter “Google+ and SEO” appears in best-selling author Neal Schaffer’s book qaximize Your Social. He is also working on the first comprehensive book covering Google Authorship and Author Rank. When not helping Virante clients improve their online presence, Mark participates in competitive storytelling, plays with a Dixieland street band and (surprise) spends more time on the web. As a firm believer in the possibilities and advancement of SEO, content marketing and other digital marketing avenues, David has seen ASPE grow at a time when many businesses in the training industry stagnated facing hard economic times. He has sat on numerous certification committees and supported the work of many certifying bodies including the Scrum Alliance, PMI, IIBA, TruSecure and CompTIA. He regularly speaks at professional organization chapter meetings, presents web seminars of a broad spectrum of educational topics, is a contributor to the ASPE-SDLC and ASPE-ROI blogs, and has authored several salary surveys. 21
7417 C 490 C 5315 C 20 14 SESSION SPEAKERS 7546 C COOL GRAY 10 C CHRISTINA BEARD over-intellectualized. Quickly recognized as a leader in infusing research with creativity and developing fresh marketing approaches for clients mired in fiercely competitive industries, the services of The PARAGRAPH Project have been enlisted by clients such as Best Buy, Starbucks, Lowe’s, Coca-Cola, Target, Pabst Brewing and American Airlines. Christina Beard is a designer and writer. She brings design thinking to a range of companies as a design consultant in San Francisco. She believes in inviting others into her process and allowing influences to help shape her work. Author of Critiqued: Inside the Minds of 23 Leaders in Design. AARON DRAPLIN CHRIS BUTLER Chris Butler is the COO of Newfangled, where he directs strategy, design and personnel, as well as consults on a wide variety of topics surrounding design and technology. Chris is a prolific writer and speaker. His articles have been published in PRINT, HOW, Smashing Magazine, Salon and elsewhere, and he is the author of The Strategic Web Designer: How to Confidently Navigate the Web Design Process. Most recently, he has presented at the HOW Interactive Design Conference, HOW Design Live, the UCDA Design Summit, the American Marketing Association and the AIGA. Located in the mighty Pacific Northwest, the Draplin Design Co. proudly rolls up its sleeves on a number of projects related to the Print, Identity, Illustration and Gocco Muscle categories. We make stuff for Coal Headwear, Union Binding Co., Richmond Fontaine, Field Notes, Esquire, Nike, Wired, Timberline, Chunklet, Incase, Giro, Cobra Dogs, Burton Snowboards, Dawes, Patagonia, Target, Megafaun, Danava, Ford Motor Company, Woolrich and even the Obama Administration, if you can believe that. We pride ourselves on a high level of craftsmanship and quality that keeps us up late into the wet Portland night. JAKE FINKELSTEIN DAN CARLTON Dan Carlton founded The PARAGRAPH Project in 2005 to provide marketers an alternative to brand strategy that is either uninspired or 22 Jake Finkelstein is the Founder & CEO of Method Savvy, a data-driven marketing agency located in downtown Durham, NC. An accomplished brand marketer and demand generation specialist, Jake and his team at Method Savvy work with growth-stage and enterprise-class brands such as Toyota, Bandwidth, Jerry’s Artarama, Clinipace and SAS to efficiently acquire and retain customers.
2014 SPEAKERS CHRIS GRAMS HEATHER HESKETH Chris Grams builds sustainable brands, cultures and communities in and around companies and organizations. The open source way — including themes like openness, collaboration, transparency, community and meritocracy — is a key influence in his work. He is the author of The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World and is the Community Guide at Gary Hamel’s Management Innovation Exchange. Chris blogs on brand, community and culture at Dark Matter Matters. He has more than 15 years of experience in the communications field, including 10 years at Red Hat, where he played a key role in building the brand and culture, recently in the role of Senior Director, Brand Communications + Design. Heather is the founder and CEO of hesketh. com. She started the company in 1995 as one of the world’s first web design agencies. Her intent was to build a better Internet and incubate her own products and she does just that. Her firm’s methods have been adopted by Microsoft, Yahoo! and AOL, to name a few. She’s a trusted advisor, a user experience maven, and an angel investor for the innovative ideas that flow from the energy at her firm. hesketh.com’s most recent success is Enemieslist, anti-spam software that protects over 1 billion users from spam and online abuse. Heather loves the Internet and is always looking for the next opportunity to help make it better. MEGAN JONES JENNY HALSAZ Jenny Halasz is President and Founder of JLH Marketing, a marketing consulting firm focused on developing scalable acquisition strategies for clients through PPC, implementing technical website improvements and content marketing through SEO, and giving clients the tools to measure success through analytics. Jenny has worked with SAP, Four Seasons Resorts, Humana, Priceline, Motorola, Saint Laurent Paris (YSL), CitiFinancial, HP, NBC Stores and Lions Gate Films. Jenny writes a column (All Things SEO) for Search Engine Land, is a regular instructor for ASPE, and has spoken at SMX, SES, Conversion Conference, Internet Summit, DMFB, Triangle AMA Bootcamp and other conferences. Megan Jones is the Director of Analytics at Capstrat, a full-service communications agency located in Raleigh, NC. With a deep understanding of both the science and business of digital marketing and web analytics, Megan leads the Analytics team in providing customer behavior analysis, campaign performance tracking and measurement strategies to Capstrat clients like Blue Cross Blue Shield of North Carolina, Deloitte, Quintiles and the AICPA. 23
7417 C 490 C 5315 C 20 14 SESSION SPEAKERS 7546 C COOL GRAY 10 C JOHN LANE CHRIS MOODY John Lane is Vice President of Creative and Strategy at Centerline Digital. John crafts con ent strate ies that help clients like IBM, GE t g and Quintiles reach their target audi nces in e the ever-evolving dig al world. He guides the it cre tion of the deliv r bles (web ites, videos, a ea s etc.) and pro rams (social media, g con ext plan ing, etc.) that acti ate those t n v strate ies. He also manages the lytcs g ana i for and opti iza ion of that content to m t con in ally improve pro rams. t u g Chris Moody is Director of Product Marketing at Oracle Eloqua after Compendium was acquired — where he was VP of Marketing. Chris is focused on effectively integrating content marketing with marketing automation to allow any marketer to be successful in their increasingly difficult role. He works closely with the Oracle Marketing Cloud team to help provide the most comprehensive marketing suite for today’s modern marketer. DENNIS MASSENGILL SHERIDAN ORR Dennis Massengill spearheads brand development and vision at SAS, the world’s largest privately held software company. Massengill leads strategic project management, creative writing, design, video communications and new media for SAS worldwide. Driving an open communications network across departments, he builds a unified market strategy. His role on SAS’ executive team is to develop and promote both short- and long-term strategies to increase SAS’ customer base, market share and overall company brand awareness. Sheridan Orr leads global product marketing for ChannelAdvisor. Prior to joining ChannelAdvisor she led a consulting firm focused on the retail customer experience for leading brands such as Starbucks, Costco, T-Mobile and Macy’s. Sheridan holds an MBA from Tulane in marketing with a focus consumer psychology. STEVE PEPE Steve leads the strategy and execution of digital marketing for GE’s Water business. This includes managing web content, social media and digital advertising. This role also includes a 24
2014 SPEAKERS great deal of cooperation with the GE global direct/indirect sales teams — helping them with lead generation, e-commerce, Salesforce. com adoption and more. STAN PHELPS JIM TOBIN Stan Phelps is a leading expert on experiential marketing. Phelps is the Founder and Chief Measurement Officer of 9 INCH marketing, a North Carolina-based consultancy that works with senior leaders to win customers. Phelps has more than 20 years of marketing leadership experience with brands such as Adidas and PGA Worldwide Golf Exhibitions. Prior to founding 9 INCH, he spent seven years as Chief Solutions Officer with the award-winning agency Synergy, creating programs for brands such as KFC, M&M’s, Pampers, Starbucks and Walmart. He has a Certificate in Achieving Breakthrough Strategy from Harvard Business School and a JD/MBA from Villanova University. Jim Tobin is the Founder and President of Ignite Social Media, one of the world’s leading social media marketing agencies. With Jim at the helm, Ignite Social Media has designed and executed social media programs for many of the world’s largest brands, including Microsoft, Samsung, Chrysler, Nike, Disney, E&J Gallo and Carlson-Rezidor Hotel Group. Jim’s latest book Earn It. Don’t Buy It. The CMO’s Guide to Social Media Marketing in a Post Facebook World, hit the shelves in November, 2013. MATT WOOLMAN ADELE SWEETWOOD Adele Sweetwood leads Americas Marketing and Support at SAS, the largest independent vendor in the business analytics market. She fosters the exploration of customerengagement strategies, directing efforts across field and interactive marketing, analytical marketing services, customer experience marketing, and media investments across digital, search and social channels. Sweetwood is a leader in innovation, overseeing SAS’ award-winning, state-of-the-art Executive Briefing Center, where customers, prospects and partners meet and network to bring new insights to their businesses. Matt has a comprehensive understanding of entrepreneurship and enterprise across a range of disciplines. Currently, Matt is the Director of Entrepreneurship in the Virginia Commonwealth University School of the Arts, where he operates the Creative Disruption Lab, a transformative model for higher education that prepares art and design students to lead their own careers and lives in innovative, entrepreneurial ways. As an independent producer, Matt has authored and co-authored 10 books on such defining topics as motion design, music and the visual arts/design, and information visualization, including the internationally best-selling Type in Motion: Innovations in Digital Graphics. Matt also is a partner in CrossThink, LLC, a catalyst for cross-disciplinary thinking to boost a company’s innovation performance. 25
7417 C 490 C 5315 C 20 14 GETTING CONNECTED / WIFI 7546 C COOL GRAY 10 C ChannelAdvisor is pleased to provide Wi-Fi for High Five Conference attendees. See our staff at the show to find out what other exciting things ChannelAdvisor has to offer! HOW TO CONNECT: NETWORK: Meeting Access USERNAME: meeting4 PASSWORD: d5237s6e If you are not immediately directed to a Sheraton Hotel splash page, please open your internet browser and load www.Sheraton.com to access the splash page. 26 W WAREHOUSE DISTRICT Restaurants & Pubs
GETTING AROUND / DOWNTOWN RALEIGH STATE CAPITOL SH SHERATON 421 South Salisbury St. 800.325.3535 LT LINCOLN THEATRE 126 East Cabarrus St. 919.821.4111 Z ZINDA 301 Fayetteville St. #120 919.825.0995 O THE OXFORD 319 Fayetteville St. 919.832.6622 S SONO 319 Fayetteville St. #101 Z 919.521.5328 O S SH LT 27
7417 C 490 C 5315 C 20 14 CONFERENCE SPONSORS 7546 C COOL GRAY 10 C A DOUBLE HIGH FIVE GOES OUT TO OUR SPONSORS THANK YOU FOR MAKING THE HIGH FIVE CONFERENCE POSSIBLE! 28
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BUILDING YOUR CAREER. ADVANCING OUR COMMUNITY. For more than 20 years the Triangle Chapter of the American Marketing Association has offered marketing professionals the opportunity to learn and grow through professional development and networking. Now 500 members strong, Triangle AMA is the premier marketing association in the Triangle and Eastern North Carolina. AMA MEMBERSHIP TRIANGLE AMA MEMBERS ENJOY THE FOLLOWING BENEFITS: / Discounts on Triangle AMA monthly luncheons featuring regional & national experts / Monthly copy of Marketing News magazine / Marketing resources and tools available at marketingpower.com / Free access to Triangle AMA Special Interest Groups (SIGs) / Free AMA webcasts hosted by national experts / Networking and volunteer opportunities to make connections / Discounted pricing for national meetings with renowned speakers VISIT TRIANGLEAMA.ORG TO LEARN MORE ABOUT BECOMING A MEMBER. 30
High Five Conference. Where Marketing & Creative Meet . WHEN March 2-3, 2016 8am Wednesday to 5pm Thursday. WHERE Raleigh, NC Sheraton Raleigh Hotel.
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High Five Conference. Coming March 2-3, 2016, the Triangle AMA is pleased to present High Five – the conference where marketing and creative meet.
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