2016 RELX Group Digital Marketing Summit

September 27 Pre-summit workshops September 28-29 Summit sessions, presentations and focus groups New York, NY

Sessions Metropolitan “The Met”

Sessions Lincoln Center

Focus Groups

30 Rock, Chrysler Building, Grand Central

Open rooms Carnegie Hall, Chrysler Building

Agenda at-a-glance

Pre-summitworkshops Workshop Workshop Workshop Workshop

1:00-4:00PM PowerofStorytellingUsingVideoBy:ClaudineBerti,ElsevierandPedroJanela,WYgroup

Improvisation:Goingfrom“no,but”to“yes,and”by:AnneliesvanDam,Elsevier

DeepDiveintoSEO–TechnicalAudit,ContentOptimization,andLinkBuildingBy:LeoSaraceni,LexisNexis

HowtowritecopypeoplewillreadBy:AlisonBert,Elsevier

Sessions Sessions FocusGroups8:00AM

Officeopens

8:30-9:30AMNetworkingBreakfast:

WillbeservedintheCentralParkopenareainbetweentheconferenceroomslParkopenareainbetweentheconferencerooms

9:30AM SocialIntelligenceBy:SebastianHempstead,ExecutiveVicePresident,NorthAmericaandLATAM,Brandwatch

ScalableLinkBuildingProcessesBy:KevinDoory,SEOManager,iPullRank

MarketingTechnologyBy:RalphDeSimone,Elsevier

10:30AM RemarkableYou:BuildingYourPersonalBrandBy:ChrisDessi,CEO,SilverbackSocial

LeveragingContentMarketingonLinkedInBy:ArielBaum,LinkedIn

MarketingonaDimeBy:ChrisGiganti,LexisNexisLegal&Professional

GetTheirAttention:HowtoPresentYourResultstoGetResultsBy:LeaPica,SearchDiscovery

ALookatMobileConsumerTrends,Expectations,andExperienceBy:AndrewHirshman,Google

ThepoweroftheLinkedInecosystem:drivingmarketingROIviathesalesorganizationBy:BenKelly,LinkedIn

Real-timeMeasuring,Managing,andResearchingThroughSocialMediaAnalyticsBy:SamanthaKaden,TalkWalker

2:30-1:30PMLunch:

WillbeservedintheCentralParkopenareainbetweentheconferencerooms

1:30PM FacebookMarketing:InstantArticles,FacebookLive,&OtherFacebookEnhancementsBy:PatriciaMarchetti,Spredfast

MatchedAudiencesandtheLook-a-LikeBy:KeithCaswell,DirectorofPaidDigitalMedia,Sq1

LivingtheDigitalDreamBy:LizzyFeliciano,LexisNexisRiskSolutions

Tuesday, September 27th, 2016

Wednesday, September 28th, 2016

2:30PM AnatomyofaHighConvertingLandingPageBy:KaenaMiller,DirectorofOnsiteOptimization,Sq1

ExtremeDataVizMakeover:ThePICAMethodologyforActionableDataVisualizationBy:LeaPica,SearchDiscovery

SpredfastConversationsOptimizationBy:GregJorgensen,Spredfast

3:30PM B-to-BContentMarketingBestPracticesandCaseStudiesBy:ChristinePolewarczyk,ResearchDirector,SiriusDecisions

ExcelAutomation:GetandTransform&PowerPivotBy:KeithCaswell,DirectorofPaidDigitalMedia,Sq1

SpredfastIntelligenceOptimizationBy:GreggJorgensen,Spredfast

4:30-4:45PM Wrapupandannouncementsfortheday:CentralParkopenareainbetweentheconferencerooms

7:00-9:30PM

Summit Reception:

Pleasejoinalltheattendees,speakersandsomelocalemployeesatNetworkingReception.It’swalkingdistancefromtheSummitlocation(andmanyhotels)andwillhaveawidevarietyofHorsd’oeuvresandawell-stockedbar.ThisisanexcellentopportunitytonetworkwithyourRELXGroupcolleagues! Receptionlocation:NewYorkCityBarAssociation–LibraryRoom42W44thSt,NewYork,NY10036

Thursday, September 29th, 2016

Sessions Sessions FocusGroups8:00AM

Officeopens

8:30-9:30AMNetworkingBreakfast:

WillbeservedintheCentralParkopenareainbetweentheconferenceroomslParkopenareainbetweentheconferencerooms

9:30AM MarriageProposals&DeathThreats:EngagingwithPassionateCommunitiesBy:LanceFensterman,SeniorGlobalVicePresidentatReedExhibitions

ThePersonalizationParadox:CreepyvsValuableBy:HelenGainford,Director,Privacy&DataProtection,RELXGroup

MagentoEcommercePlatform:RegionalDeployment&2016RoadmapBy:FredericGuillaud,Elsevier

10:30AM InnovationBestPractices&ToolsBy:JeffHonious,VicePresidentofInnovation,RELXGroup

HowtobuildablogthatmatterstoyourreadersandyourbusinessBy:ClaudineBerti,Elsevier

CreatingContentfortheNewWebBy:AlisonBertandAbhishekRana,Elsevier

11:30AM MakingaDigitalBrandBy:ChrysanneLowe,VicePresidentCorporateBrand,Elsevier

Digital(R)evolution2:beaHoneyBadgerBy:SteveCorneyandMarkFassbender,LexisNexisLegal&Professional

ShowPlanningToolsandtheCustomerExperienceBy:AmandaMaiorano,DigitalProductManager,ReedExhibitions

DisruptiveTechnologies:ALookattheFutureBy:JeffHonious,RELXGroup

12:30-1:30PMLunch:

WillbeservedintheCentralParkopenareainbetweentheconferencerooms

1:30PM FromChannelMarketingtoBehaviorProfiles:CellPressCaseStudyby:JoanneSheppard,VicePresidentofBusinessDevelopment,CellPress

ScalingaSocialSellingProgramthroughCollaborationandTechnologyBy:TracieMorrisandTraciBasaman,LexisNexisLegal&Professional

SocialListeningBy:NickWhitworth,MarketingCommunicationsManager,Elsevier

Fromprovidinginformationtoprovidinganswersandinsights;theElsevierJourneyBy:BobHendricks,Elsevier

2:30PM RebootinganAnalyticsProgramforanEvolvingMarketingOrganizationBy:SudipChaudhuriandJeffBrown,LexisNexisLegal&Professional

SEOStrategy:WhySEOisessentialtowhatwe’redoingatElsevierBy:CarolineChampney,Sr.MarketingManager,Elsevier

Real-timeMeasuring,Managing,andResearchingThroughSocialMediaAnalyticsBy:SamanthaKaden,TalkWalker

3:30PM DayattheBreach:InformationSecurityIncidentResponseatRELXBy:LindaClark,DeputyCounsel,DataSecurityandInformationCompliance,RELXGroup

CaseStudy:IntegratedMarketingBy:HelenaStewart,Elsevier

CaseStudy:OptimizingtheMedicalStudentCustomerJourneyBy:TaniaAubrey,Elsevier

PanelDiscussion:EvolvingOurCommunicationsStrategytoAlignwiththeFutureofOurBusinessBy:BobHendricksfromElsevier,KoleyCortefromReedExhibitions,ChrysanneLowefromElsevier,JonGeorgopulosfromLexisNexisLegal&Professional

4:30-4:45PM WrapupandannouncementsforDay2:CentralParkopenareainbetweentheconferencerooms

Tuesday, September 27th Pre-Summit Workshops

Workshops: Tuesday September 27th

1:00 PM

Storytelling with Video: A step-wise guide for turning your message into video gold

Thereisnobetterwaytoconveyamessagethantotellastory.And,sincetheLumièreBrothersinventedcinema,we’vebeenusingthemediumofvideotolinkideaswithsoundandimages.GoonYouTubeorFacebookandyou’llfindendlessvideocontentonanunlimitednumberoftopics,ideasandthemes.Withsomuchcontentoutthere,howdobusinessesmaketheirvideocontentstandout?Tomakeacompellingstory;beitafilm,ashortvideooracommercialad,youneedtotakesomeimportantsteps.Frombudget/planning,scriptwriting,storyboarding,artisticdirectionandproductiontomarketingandrepurposing–usingahands-on,interactiveapproachthisworkshopwillprovideattendeeswiththeinsightyou’llneedtodevelopyourownvideosaswellasaneasy-to-followplaybookforfutureuse.(Notetoattendees:forthemostvaluableworkshopexperience,pleasebringideas/topicsforyourownvideotodevelopaspartoftheworkshop.

By: Claudine Berti, Director of Digital Marketing, R&D Solutions, Elsevier And Pedro Janela is CEO of WYgroup

Claudine Berti is a highly creative digital marketer and skilled strategist with a history of transforming strategic plans into actionable and executable campaigns and programs. She has extensive experience in B&B marketing; particularly in the areas of digital strategy, customer insights and analytics. Claudine currently leads digital marketing programs (such as, web design and development, SEM, social media, video production and blogs) designed to increase awareness and generate demand for Elsevier’s R&D Solutions.

Pedro Janela is CEO of WYgroup, a group of digital marketing agencies now with 15 years and 230 associates working on diverse fields of Digital. He is a serial entrepreneur and business angel, he is co-owner of the group and 15 other companies. He is also lecturer on the topics of Digital Marketing, with focus on content and technology evolution, at Catolica-Lisbon, one of Europe's premier business school, based his home city Lisbon.

Improvisation: Going from ‘no, but…’ to ‘yes, and…’

Inthisworkshopyouwilllearnhowtechniquesfromimprovcomedycanbeusedtounleashyourcreativeproblemsolvingskills,connectwithothers,thinkonyourfeetandcommunicatebetter.Say‘yes,and’insteadof‘no,but’.Letgoofyourinnercriticandgainasenseofadaptability.Learntoreallylistento,trust,andworkwiththepeopleandeventsthatsurroundyou.Practicingyourimprovskillsmeansembracing‘failure’,andbuildinganinnertrustandconfidencethatyoucanmakethemostoutofany(unexpected)situation.Beinginthemoment.Beingcreative.Makingconnections.Andpossibly:havingfun!Nopriorexperiencenecessary.

By: Annelies van Dam, Digital Content Manager, Elsevier Annelies is responsible for editorial and video content various digital properties within Global Communications at Elsevier. She has a master’s degree in Communication and Information Science and in the past she’s worked as a TV journalist, researcher, and improviser as part of international group Easylaughs. She firmly believes that everyone should take at least one improv class in their life. “Improv involves important life skills such as creative thinking, listening and working together, but above all, it teaches people that they can do so much more than they initially might think, once they get out of that pesky comfort zone.”

Deep Dive into SEO – Technical Audit, Content Optimization, and Link Building ChoseoneormoreofyoursitesandfollowalongasweaudittechnicalKPIsaroundindexation,accessibility,architecture,andanalytics,identifythemostimportantorganiclandingpagesandpotentialoptimizationopportunities,andhowtoboostyourcontentdevelopmentwithtargetedkeywordresearch.Finally,we’lluncoverpotentiallinkbuildingopportunities.

By: Leo Saraceni, Inbound Marketing Specialist, LexisNexis Part of Lexis' Digital Services team, Leo is on board to help expand the company's strategies into digital marketing. His previous experience includes 6+ years of leading and executing challenging projects and working with entertainment/gaming partners such as: Valve Software, Legendary Productions, Lionsgate, Yu-Gi-Oh!, HeroClix, and Gearbox Software.

How to write copy people will read

Howcanyougetpeopletoclickonyourstoriesandtweetsandopenyouremails?Andoncetheydo,whatwillconvincethemtoreadonandtakeaction?Inthishands-onworkshop,youwilllearntechniquesforwriting(andpresenting)copypeoplewillreadandshare.AsEditor-in-ChiefofElsevierConnect,AlisonBertdrawsonherbackgroundasajournalistandprofessortohelppeoplepresenttheirstoriesinacompellingway.Inthiscoachingsession,shewillhelpyouputherpointersintopracticewhilewritingyourowncopy.Topicsinclude:

• Writingforthenewweb–howthelatestdesigntrendsaffectwritingandimagery• Asimplewaytoseehowyourcopywilllookonmobiledevices• Dosanddon’tsforwritingheadlinesandsocialmediaposts• Howtostructurecopyforclarityandimpact• Turningcomplicatedsciencepapersintosnappyblogposts(without“dumbingthemdown”)• Visualsthatengage–andthosethatscarereadersaway

**Bring your laptop – and an idea you would like to write about** By: Alison Bert, Editor-in-Chief of Elsevier Connect, Elsevier

As Editor-in-Chief of Elsevier Connect, Dr. Alison Bert leads a team of contributors from around the world to publish daily stories for the global science and health communities. Elsevier Connect recently won a North American Excellence Award for Science & Education. Alison joined Elsevier in 2007 from the world of journalism, where she was a business reporter and blogger for The Journal News, a Gannett daily newspaper in New York. In the previous century, she was a classical guitarist on the music faculty of Syracuse University. She received a doctorate in music from the University of Arizona, was Fulbright scholar in Spain, and studied in a master class with Andrés Segovia.

Wednesday, September 28th Sessions, Focus Groups, Reception

8:30-9:15 AM Breakfast

9:15-9:30 AM Morning Greeting and Announcements

9:30-10:15 AM

Transforming Social Intelligence into Action

Casestudydrivensessionfocusedonhowcompaniesareleveragingsocialdatatodrivechange.

By: Sebastian Hempstead, Executive Vice President for The Americas, Brandwatch As Brandwatch’s Executive Vice President, The Americas, Sebastian Hempstead is responsible for driving the company’s continued growth strategy and expanding its market presence in the United States, Canada, and Latin America. As a fervent believer in the power of social media in helping companies to achieve their business objectives, Seb has been a frequent speaker at industry events and conferences and has contributed to several publications and videos, including Murray Newlands’ The Social Media Monitoring Book, Social Media News NY, and the video commentary for the 2012 Social Brands 100 report. He is also a part-time instructor on social media at New York University.

Scalable Link Building Processes

Learnhowtocreateascalablelinkbuildingprocessfromprospectingtoacquisition.Understandtheimportanceofqualitylinkprospectingandhowitaffectsstrategyacrossverticals.We’llhighlightsometoolsweusetoincreasetheperformanceofourlinkbuildingcampaigns.

By: Kevin Doory, SEO Manager, iPullRank Kevin has over 10 years of experience in all realms of SEO, focusing on automotive, lead-gen, and e-commerce spaces. His approach to search strategy successfully reinforces brand personas, engages current customers and captures new customers. He has developed comprehensive marketing strategies for a variety of verticals in both agency and in-house roles.

Focus Group: Marketing Technology

Inadditiontocontentmanagementsystems,marketingautomationandCRM,therearenumeroussolutionsbigandsmallthathelpthedigitalmarketerimprovevisitorengagement.Thissessionprovidesattendeestheopportunitytosharetheirexperiencesanddemonstratevarioussolutionswiththegroup.

Facilitated by: Ralph De Simone, Senior Manager, Digital Strategy, Elsevier With over 15 years in digital and marketing communications, Ralph leads the digital strategy for Elsevier Clinical Solutions’ B2B marketing team. He is responsible for creating a unified digital experience for their various audiences through SEO/SEM, content marketing, websites, social media and more.

10:30-11:15 AM

Remarkable You

BuildaPersonalBrand,andTakeChargeOfYourCareer.BasedonthePersonalBrandingBook: RemarkableYou:BuildaPersonalBrand,andTakeChargeofYourCareer,personalbrandingexpert,andsuccessspeakerChrisDessiwillsharetheproperpathtothoughtleadershipinadigitalage.

By: Chris Dessi, Founder & CEO Silverback Social An award winning digital thinker, author, television & radio commentator, public speaker and educator, Chris Dessi is the CEO and Founder of Silverback Social, an award winning digital marketing agency. Chris travels the country coaching executives and college students how to leverage social media to benefit their personal brand message and their career. His savvy marketing acumen has propelled his personality into the national media landscape. Chris regularly appears on CNBC, MSNBC, CNN, Fox News, Good Day New York, & FOX BUSINESS's Varney & Co. He has lectured to the United States Marines aboard the Intrepid Sea Air & Space Museum and is a contributor on INC.com.

Leveraging Content Marketing on LinkedIn

Thissessionwillcoverthefollowingtopics:optimizingcontentstrategies,selectingtherightservicemodel,accountbasedmarketing,casestudiesfromotherB2BorganizationsandaMarketingSolutionsproductroad-map.

By: Ariel Baum, Account Executive, LinkedIn Ariel Baum is an Account Executive with LinkedIn's Marketing Solutions. He works with large B2B Professional Services companies on their marketing strategies, covering brand awareness to demand generation.

Focus Group: Marketing on a Dime

Jointheopenforumtodiscusshowtoeffectivelyexecuteadigitalmarketingstrategyonabudget.Sharestories,bestpracticesandwhatevercomestomindaroundhowtoeffectivelymanageandmaximizeyourmarketingbudget.

Facilitated by: Chris Giganti, Associate Director, Product Marketing, Law360 As head of LexisNexis-owned Law360’s marketing and product department, Chris leads all efforts related to marketing, communications, and product for an online news organization that reaches hundreds of thousands of readers at top law firms, Fortune 1000 companies, and key government agencies each day. His team’s responsibilities include lead generation, product development and strategy, client outreach, product training, content growth, traffic data analysis, and brand awareness.

11:30 AM-12:15 PM

Get Their Attention: How to Present Your Results to Get Results Areyourstakeholdersfallingasleepduringyouranalyticspresentations?Chancesareyourslidedesignanddatavisualizationsareobscuringyourvaluableinsights.Withherspecialblendofneuroscience-basedvisualizationprinciples,practicalhands-ondesigntechniques,andentertaining“toughlove”,Leawillequipyouwithafreshnewtoolboxthatwillgetyouandyourdatapresentationsrememberedandactedupon.

By: Lea Pica, Director of Storytelling & Data Visualization at Search Discovery Lea Pica is a seasoned digital analytics practitioner, social media marketer and blogger with over 11 years of experience building search marketing and digital analytics practices for companies like Scholastic, Victoria’s Secret and Prudential. She has spoken for industry conferences and company summits including eMetrics, Web Analytics Demystified, ForeSee, and InfoTrust. Her signature “Get Their Attention” session about presenting data effectively was a top-rated session in every industry event to date, including the #1-rated session out of 42 presentations at eMetrics San Francisco 2015.

150 Times A Day: A Look at Mobile Consumer Trends, Expectations, and Experience Thispresentationwillcovertherapidlychangingmobilelandscapeincludingconsumerexpectationsonmobile,andhowthoseexpectationsgettranslatedintoexperiences.

By: Andrew Hirshman, Analytical Lead, Google Andrew Hirshman is currently an Analytical Lead at Google focusing on the Financial Services Industry. Prior to Google, Andrew worked at 360i and Ogilvy and Mather, where he worked in digital media and analytics on clients across the retail, insurance, education, consumer electronics, tech B2B, and entertainment verticals.

Vendor Focus Group:

The power of the LinkedIn ecosystem: Driving marketing ROI via the sales organization InthisconversationBenwillshareaperspectiveonsocialsellingwithLinkedIn,howRELXisleveragingthistoday,andtheopportunitiesthatcreatesforRELX'smarketingteams.Benwillinterweavehisuniqueblendofsales,marketingandbusinessdevelopmentexpertisewithanexpertknowledgeoftheLinkedInplatformtodelivercontentthatissuretostimulate.Topicsinclude:SocialSellingOverview,howRELXGroupisinvestinginsocialsellingtoday,opportunityformarketers,organicreachforcontent,enablingthesalesorganizationtoconvertinboundleadsanddrivingrevenue.

By: Ben Kelly, Account Manager, LinkedIn Ben is LinkedIn member number 4,158,601, making him an early adopter of the platform and hugely passionate about what he does. Ben joined LinkedIn as an employee in 2012 within the Marketing Solutions division managing a portfolio of technology, media, and telecommunications clients in the Canadian market. In early 2016, Ben moved over to the LinkedIn Sales Solutions business as a Key Account Manager within LinkedIn's North American sales organization. In his role, Ben works with companies (including RELX Group) in manifesting the LinkedIn Sales Solutions mission, "to elevate the sales professional and to influence every relationship driven sale for our customers.”

Vendor Focus Group:

Getting the Edge: Real-time Measuring, Managing, and Researching Through Social Media

Analytics Thissessionwillincludeashortcasestudyandwalkthroughoftheanalyticsplatform,includingTalkwalker'sproprietaryimagerecognitiontechnology.Samanthawilldiscussthebasicsofsociallistening,includingwhyitisnecessarytotrackandanalyzekeywordsusingadvancedBooleanqueries.Therapidlychangingmobilelandscapeincludingconsumerexpectationsonmobile,andhowthoseexpectationsgettranslatedintoexperienceswillalsobecovered.Finally,thesessionwillincludeadiscussionofhowthistypeoftechnologycanbeappliedtomanydifferentdivisionswithinRELXGroup.

By: Samantha Kaden, Account Executive, TalkWalker Samantha is responsible for educating potential clients about the power of social listening and providing advanced platform solutions using the Talkwalker Social Intelligence platform. She specializes in working with finance and professional service firms globally. Prior to joining Talkwalker, she graduated from Colgate University. Samantha holds a B.A. in Geography and Psychology.

12:30-1:30 PM Lunch

1:30-2:15 PM

Facebook: What's Now and What's Next

Facebookcontinuestobeapowerfulchanneltoreachover1billionglobally.NewfeaturessuchasFacebookLive,InstantArticles,andfrequentlyshiftingpaidadoptionsseektoentertain,inform,anddeliverresults.TakeadvantageofFacebook'snewestfeaturestoachieveyourgoalsandkeepyourfanscomingbackformore.

By: Patricia Marchetti, Market Director, Spredfast Patricia has 20+ years of experience in brand and digital marketing across finance, legal publishing, tech start-ups, and more. She previously co-founded and managed a media start-up where she was recognized as a leading female entrepreneur. Patricia draws on her wide knowledge of social strategy, from paid advertising and content strategy to influencer programs, to help Spredfast's enterprise customers link social media achievements to business results.

Matched Audiences and the Look-a-Like

Ahands-onsessionuploadingcustomeremailstoFB,Twitter,Instagram,andGoogleandusingthepoweroflook-a-likeaudiences.Wewillthenusedemographicandpsychographicoverlaystofurtherrefineourtargetaudienceforpinpointtargeting.

By: Keith Caswell, Director of Paid Digital Media, Sq1 As Director of Digital Media at Sq1, Keith sets the pace for his team of paid media specialists by asking the difficult questions and challenging the status quo of digital marketing to achieve his client’s objectives. He works hard to not only meet client KPI’s, but to exceed them and do so in the most cost efficient way. His pursuit of excellence and attention to detail enables him to remain on the cutting edge of digital strategies and tuned to the latest trends in the digital marketing world.

Focus Group: Living the Digital Dream

Thedefinitionofdigitalsuccesschangesbasedonthepersondiscussingit.It’saforcethatcan’tbeignoredbutevenmoreso,onethatishardtounderstand,control,andmeasure.JointhisopenforumtodiscussdifferentphilosophicalandpracticalapproachestomeasuringdigitalsuccessandROI.Participantsareencouragedtobringstories,bestpracticesandanythingelsethatcomestomind!

Facilitated by: Lizzy Feliciano, Senior Director, Marketing for Healthcare Solutions, LexisNexis Lizzy lead brands, marketing, communications, and sales enablement strategies for 100M+ health care division of LexisNexis Risk Solution delivering data intelligence, analytics solutions and services to the payer, provider, life sciences, and pharmacy markets

2:30-3:15 PM

Anatomy of a High Converting Landing Page

Whenyourmarketingchannelsarefiringonallcylinders,makingagoodfirstimpressionwiththetraffichittingyourwebsiteiscritical.Thissessionwilldissecttheanatomyofasuccessfullandingpage.We’llcoverhowdesign,content,andtargetingworktogethertoprovidethebestlandingpageexperiencetoeachchannelandaudiencesegment.

By: Kaena Miller, Director of Onsite Optimization, Sq1 As Director of Onsite Optimization for Sq1, Kaena champions data-driven site recommendations for a wide variety of clients. Kaena specializes in SEO and UX, but has over 7 years of broad experience in digital marketing. He pronounces “gif” with a hard g, like “gift”.

Extreme Data Viz Makeover: The PICA Methodology for Actionable Data Visualization

Inthisultra-actionablesession,Leawilltakeyouthroughherfour-stepproprietaryPICAmethodologyforcreatingdatavisualizationsthateffectivelycommunicateyourdatastoryandinformsdecisions.UsinganexamplestraightfromtheCVSvault,shewillarmyouwithasolidframeworkforassessingtheeffectivenessofallyourfuturedatavisualizationstocreatetheimpactyou’relookingfor.

By: Lea Pica, Director of Storytelling & Data Visualization at Search Discovery Lea Pica is a seasoned digital analytics practitioner, social media marketer and blogger with over 11 years of experience building search marketing and digital analytics practices for companies like Scholastic, Victoria’s Secret and Prudential. She has spoken for industry conferences and company summits including eMetrics, Web Analytics Demystified, ForeSee, and InfoTrust. Her signature “Get Their Attention” session about presenting data effectively was a top-rated session in every industry event to date, including the #1-rated session out of 42 presentations at eMetrics San Francisco 2015.

Vendor Focus Group: Optimizing Spredfast Conversations Managingabrand'ssocialcommunicationcanbeachallenge.Thesolutionisasocialmediamanagementplatformthatisproven,powerful,secureandopen.GregJorgensenfromSpredfastwillwalkthroughConversations,whichbringstogetherallsocialaccountsandcampaigns-andallthepeoplewhomanagethem-intooneplace.

By: Greg Jorgensen, Sales Engineer, Spredfast Greg Jorgensen is a technology sales professional with over 10 years of technically selling software and SaaS products in data-intensive enterprise markets (Social Marketing, IT, Legal).

3:30-4:15 PM

B-to-B Content Marketing Best Practices and Case Studies

Contentmarketinghasbecomeamajorfocusformanyb-to-borganizations.However,achievingmeaningfulmomentumandsuccessfromthosecontentmarketingeffortsstilleludesmanycompanies.Inthissession,SiriusDecisionsresearchdirector,ChristinePolewarczyk,willdiscussfourofthemostpervasivecontentchallengesfacingb-to-borganizationstoday,sharebestpracticesforaddressingthosechallenges,andprovidespecificexamplesofhowleadingb-to-borganizationsareachievingsuccessintheircontentmarketingefforts.

By: Christine Polewarczyk, Research Director, SiriusDecisions Christine is a Research Director in the Strategic Communications Management service at SiriusDecisions, a research and advisory firm that helps b-to-b marketing leaders and teams to plan, execute and measure initiatives that drive growth. Christine uses her 15+ years of experience to help SiriusDecisions clients modernize their marketing, content, and social media strategies for a global digital world. Her areas of expertise include global marketing, web strategy, content strategy, content marketing, localization, social media, SEO, lead generation, and publishing.

Excel Automation: Get and Transform & Power Pivot

Ifyouexportto.csvanddonotuseGetandTransform(formerlyPowerQuery)thenthissessionisforyou.Thishands-onsessionwillgothroughtheETLprocessforextracting,transforming,andloadingdataonceinordertoneverhavetodoitagainforthatdatatypebecauseyouwillhaveprogramedthecleaningandtransformingwithMicrosoftExcelinarepeatablescalableway.YouwilllearnhowtodraganddropfilesintoafolderandclickrefreshtomagicallyupdateallofyourexcelreportsthroughthepowerofM(anewformulacodinglanguagewithinExcel).ThisworkswithSQL,.csv,Exceldocs,webcontent,andmoretobringthemallintothesamereportwithaclickofabutton.**Prerequisites:installMicrosoftpowerqueryadd-onforExcel2010&2013(itisbuiltintoExcel2016).

By: Keith Caswell, Director of Paid Digital Media, Sq1 As Director of Digital Media at Sq1, Keith sets the pace for his team of paid media specialists by asking the difficult questions and challenging the status quo of digital marketing to achieve his client’s objectives. He works hard to not only meet client KPI’s, but to exceed them and do so in the most cost efficient way. His pursuit of excellence and attention to detail enables him to remain on the cutting edge of digital strategies and tuned to the latest trends in the digital marketing world.

Vendor Focus Group: Optimizing Spredfast Intelligence Marketersareeagertoinformtheirdecisionswithsocialdata,butcomplextoolswithhighlearningcurvesandprohibitiverequirementstopaybytopickeepthemfromdoingsoatscale.GregJorgensenfromSpredfastwillintroduceIntelligence:anintuitive,instantandunlimitedreal-timeandhistoricalsocialsearch.

By: Greg Jorgensen, Sales Engineer, Spredfast Greg Jorgensen is a technology sales professional with over 10 years of technically selling software and SaaS products in data-intensive enterprise markets (Social Marketing, IT, Legal).

Thursday, September 29th Sessions and Focus Groups

8:30-9:15 AM Breakfast

9:15-9:30 AM Morning Greeting and Announcements

9:30-10:15 AM

Marriage Proposals & Death Threats: Engaging with Passionate Communities

Weallstriveforcustomerswhoarededicated,loyalandfeelanownershipofourbrands,butwhathappenswhenthatrelationshipbecomesaversionofFatalAttractionandsocialmediaistheverypublicforumfortheairingofgrievances?WelcometothewildworldofReedPOPfanconventions.Thissessionwillofferaglimpseintohowtocultivateapassionatefollowingandsomeofthehilariousandoftenunnervingexamplesofwhathappenswhenitgoeswellandwhenitdoesn’t!

By: Lance Fensterman, Senior Global Vice President at Reed Exhibitions Lance is a Senior Global Vice President at Reed Exhibitions and has global leadership responsibilities for ReedPOP the quirky pop culture focused offshoot the he created and launched. ReedPOP is the largest producer of pop culture events in the world. The ReedPOP portfolio encompasses 30 events in 10 countries around the world, including New York Comic Con, Penny Arcade Expo, Star Wars Celebration, Comic Con India and Oz Comic Con. Over a million fans will buy tickets to a ReedPOP event in 2016. Fensterman joined Reed 10 years ago bringing his entrepreneurial experience and passion for new media. Advocating for giving fans a strong voice and a person they can relate to, he has become a trusted fan ally and oft quoted industry expert on youth marketing and passionate fan bases.

The Personalization Paradox: Creepy vs Valuable

Aswecollectmoreinformationaboutourusers,ouroptionstousethatdatatopersonalizetheirexperienceincrease.Trackingtechnologiesenablecustomizedcontentdeliveryandtargetedadvertisingbutmaybeprivacyinvasive.Treadingthelinebetween“creepy”andvaluableinvolvesnotjustlegalinterpretationbutalsouserperception,technologicaltools,ethics,andbrandreputation.Thissessionwillgiveinsightsintocurrentuserexpectationsofprivacyandcontrol,industrybestpractice,self-regulatoryguidance,andinternationalprivacylaws,includingstringentnewEUrequirementsfornoticeandconsent.

By: Helen Gainford, Director, Privacy and Data Protection, RELX Group A member of the RELX Group Data Protection and Privacy team (DPP), Helen provides advice, training and guidance on privacy and data protection for the Elsevier and RX businesses globally. Helen joined DPP in 2015 after 16 years at Elsevier. Helen holds the ISEB certification in Data Protection from BCS, The Chartered Institute for IT, and the CIPP/E, CIPP/US and CIPM credentials from the International Association of Privacy Professionals (IAPP).

Focus Group: Magento Ecommerce Platform: Regional Deployment & 2016 Roadmap

Smallisbeautiful:fromprojectset-up,rationales,bestpractices,stakeholdersmanagement,deploymentandturn-overoptimizationbasedonevidence.

By: Frederic Guillaud, e-Commerce Project Manager EMEA/LA, Elsevier Frederic is responsible for the ecommerce platforms roll out and support for France, Germany, Spain, UK, Europe, MEA, Mexico and US. Responsible for the ecommerce sales for France and Spain. Accountable for project deliveries, maintenance and support strategy, business growth and roll out plans.

10:30-11:15 AM

Innovation Best Practices & Tools

Learnaboutbestpracticesforinnovation,tipsyoucanusenomatteryourroleandtoolsfromtheRELXInnovationToolkitsuchasDesignSprintsandInnovationGames.

By: Jeff Honious, Vice President of Innovation, RELX Group In this role, Jeff leads a global team that works across the RELX Group businesses to accelerate innovation projects and build innovation capability within the group. Jeff has led the introduction of multiple innovation tools and has driven both product and business model innovation initiatives in the various RELX Group businesses. In 2007, Jeff set up an Innovation Lab to leverage HPCC Systems® technology to drive development of new analytics that utilize RELX Group data assets. Prior to starting the innovation team, Jeff worked in a variety of technology-related roles in several areas of the RELX Group and LexisNexis organizations, leading development teams, architectural strategy, and adoption of agile methods. Jeff holds B.S. and M.S. degrees in Systems Engineering from Case Western Reserve University.

How to build a blog that matters to your readers and your business: Taking your blog from “nice to

have” to “need to have”

Inthissession,attendeeslearnhowtheChemicals&MaterialsNowandPharmaR&DTodayblogsareevolvingintoadynamic,contentdistributionenginethatisbuildingawarenessanddemandforElsevier’sR&Dsolutions.You’llhearthestrategiesweusetogeneratecontent,attractcontributorsandengageourreadercommunities.Thissessionwillalsofocusontheoutcomesoftheseactivities.Howdowetrackperformance?Howdoesablogimpactleadgenandrevenue?Andwhatistheplanforthefuture?

By: Claudine Berti, Director of Digital Marketing, R&D Solutions, Elsevier Claudine Berti is a highly creative digital marketer and skilled strategist with a history of transforming strategic plans into actionable and executable campaigns and programs. She has extensive experience in B&B marketing; particularly in the areas of digital strategy, customer insights and analytics. Claudine currently leads digital marketing programs (such as, web design and development, SEM, social media, video production and blogs) designed to increase awareness and generate demand for Elsevier’s R&D Solutions.

11:30-12:15 PM

Making a Digital Brand

TheElsevierbrandis400+yearsstrong,butafewyearsago,thebrandwasattackedasabrandpastitsprime,relegatedtoprintandpublishing.Elseviermarketinghasrespondedwithastructuredenterprise-wideprogramtorepositionthebrandasatrustedinnovatorthatwillusherscienceandhealthintothenetworkage.

By: Chrysanne Lowe, Vice President Corporate Brand, Elsevier Chrysanne Lowe established the corporate brand strategy for Elsevier and leads the enterprise-wide effort as VP Corporate brand. Prior to this role, Chrysanne held a variety of executive management positions in sales and marketing, from establishing the first institutional licensing of e-content in the industry at Academic Press, to leading Global Marketing Communications for Elsevier Research. Always focused on change-management, she a directed a study on the Return on Investment in Information that Library Journal deemed in 2009 “A pioneering ROI case study.” In addition to her global responsibilities, for the past 10 years she has served as Head of House for Elsevier’s ~80 employees based in San Diego, California.

Digital (R)evolution 2: be a Honey Badger

Inthissession,SteveCorneyandMarkFassbenderwillfollow-upontheirsessionfrom2015wheretheydiscussedTheGRITframework(aninterconnectedsetoftoolswhichprovideGovernance,Reporting,Insight,andTesting).TheduowillprovidecasestudiesofhowtheGRITframeworksupportsevidencebaseddevelopmentanddecisionmakingandhowithasbeenimplementedacrosstheLexisNexisglobalorganizationusinginsightframeworksforevidencebasedoptimization.

By: Steve Corney and Mark Fassbender, LexisNexis Legal and Professional

Steve Corney is Director, Global Digital Business at LexisNexis Legal & Professional. He is an experienced digital professional with a proven record of building high performing teams, managing complex international projects and developing/executing innovative digital marketing strategies.

Show Planning Tools and the Customer Experience AtReedExhibitionsNorthAmerica,westrivetoensurethatoureventattendeeshaveagreatexperienceatourtradeshows.Formost,theyarepleasedbythebasics,suchasmeetinganewvendor,makingnewconnections,ornothavingtowaitinlines.Toassistintheirefficiencyandoverallsatisfaction,we’vemadesomedevelopmentstowardsofferingapersonalizedagendathroughourdigitaltools.Inthissession,we’llsharewithyoupiecesofourjourneytoenhancingthecustomerexperiencewithmatchmakingandpre-showplanningtools.

By: Amanda Maiorano, Manager, Digital Product Engagement, Reed Exhibitions For the past 3 years Amanda has been working across Reed Exhibitions to drive digital product adoption and engagement, specifically with the online show planning tool and event mobile apps. In this role she works closely with the Marketing, Data & Analytics, and Research teams to understand what drives customer behavior, and to evolve the products to better meet customers’ needs. Prior to joining Reed, Amanda worked at in advertising, where she held both Interactive Project Management and Account Management roles, experience from which have positively impacted the customer and business needs at Reed.

Focus Group: Disruptive Technologies: A Look at the Future

Description:ArtificialIntelligence(AI)andotherdisruptivetechnologieswillshapethefuture.Learnaboutsomeofthesetechnologiesandtheimpactstheymayhaveinourindustry,andshareyourviewsandinsights.

Mark Fassbender is Global Head of Web Optimisation for LexisNexis Legal & Professional. He is responsible for a continual improvement programme for all of LexisNexis’ corporate websites, and is also implementing a testing strategy for Lexis Advance, their flagship legal research application. Mark works closely with internal stake holders to ensure that their digital marketing activities are supporting their business objectives as effectively as possible. He has been in the business of websites for 18 years, working with a variety of organisations ranging from small startups to agencies to fortune 500 companies.

Facilitated by: Jeff Honious, Vice President of Innovation, RELX Group In this role, Jeff leads a global team that works across the RELX Group businesses to accelerate innovation projects and build innovation capability within the group. Jeff has led the introduction of multiple innovation tools and has driven both product and business model innovation initiatives in the various RELX Group businesses. In 2007, Jeff set up an Innovation Lab to leverage HPCC Systems® technology to drive development of new analytics that utilize RELX Group data assets. Prior to starting the innovation team, Jeff worked in a variety of technology-related roles in several areas of the RELX Group and LexisNexis organizations, leading development teams, architectural strategy, and adoption of agile methods. Jeff holds B.S. and M.S. degrees in Systems Engineering from Case Western Reserve University.

12:30-1:30 PM Lunch

1:30-2:15 PM

From Channel Marketing to Behavior Profiles: Cell Press Case Study

FromChannelMarketingtoBehaviorProfiles:CellPressCaseStudy.ThissessionwillchartthetransitionofCellPress,ahighimpactjournalspublisher,frompersonabasedemailmarketingtoamarketingtechnologygroupthatcreatesuserprofilesancapturesalloftheirinteractionswithussowecandelivertargetedoffersandengagements.Asaresult,ouropenratesforemailshavegonefrom24%/to50%,andusageofourcontenthasincreasedmorethan300%inayear.Weareeagertosharethestorywithyou,andbrainstormhowyoucouldapplythesetechniquesaswell!

By: Joanne Sheppard, Vice President of Business Development, Cell Press (Elsevier) Joanne Sheppard is the Vice President of Business Development for Cell Press, a division of Elsevier journals that focusing on high impact science. In this capacity, she is responsible for the overall strategic direction of the business, product development and acquisition, as well as

the innovation processes. Joanne has presented at conferences and universities worldwide, including Tools of Change, Shanghai Jiao Tong University and Harvard Medical School. Prior to coming to Cell Press, Joanne was the global VP of editorial for Elsevier’s book division that published more than 1600 titles a year.

Scaling a Social Selling Program through Collaboration and Technology

AcasestudyprovidinganoverviewofthesocialsellingprogramimplementedwithintheNorthAmericanResearchSolutionsdivisionofLexisNexisLegal&Professional.ThesessionwillcoverhowtheNARSSales&Marketingteamscollaboratedtocreateascalablesocialmediatrainingprogramthathasbeendeliveredtonearly500membersoftheNARSsalesorganization.Thesessionwillalsoprovideinsightintosomeofthetechnologythatwasleveragedtoexecutetheprogram,includingtheadoptionofanemployeeadvocacytool.

By: Tracie Morris and Traci Basaman, LexisNexis Legal & Professional Tracie Morris, Social Media Director for North American Research Solutions, LexisNexis Legal & Professional. Tracie leads the social media program for the North American Research Solutions business unit within LexisNexis Legal & Professional. She is a 16-year veteran of LexisNexis, starting her career with the business shortly after graduating from law school. Tracie drove the development and implementation of the initial social media strategy within NARS starting in 2012, establishing a social media center of excellence that supports the sales, marketing, and product teams.

Traci Basaman is a Performance Consultant with Performance Development for LexisNexis within North American Research Solutions and has facilitated Social Media for Sales training for three years. She is a member of the Maryland Bar, a graduate of the University of Maryland School of Law and Lehigh University. After working in sales in the law school and Large Law markets, she joined Performance Development four years ago.

Focus Group: Social Listening

Jointheopenforumtodiscusssociallisteningandhowtoeffectivelyleveragesocialintelligence.Sharestories,bestpracticesandwhatevercomestomindregardingsociallistening.

Facilitated by: Nick Whitworth, Marketing Communications Manager, Elsevier Nick Whitworth is a Marketing Communications Manager for Science and Technology Journals, Elsevier and is responsible for the development and implementation of digital marketing communications strategies for a portfolio of high-impact energy journals. In addition, Nick is the social media lead for the department’s Digital Marketing Sponsorship, working with a team of internal experts to assist Marketing Managers with strategy formulation, message development, reporting and implementation of third party social media management tools.

Focus Group: From providing information to providing answers and insights; the Elsevier Journey Elsevierisonajourneytotransformfromapublisherintoadatadrivenandtechnologycompanywithleadingcontent.Inthisinteractivesession,BobwillexplainhowElsevierResearchProductsempowersresearcherstobemoreproductive.Then,adiscussionabouthowtheElsevierstrategybecomesvisibletothemarket,howwecommunicatetoourhighlysophisticatedresearcheraudienceandtothe(evensosophisticated)Elsevierorganization.ItwillalsoincludesimilaritieswiththeotherRELXunits,sharingbestpracticesandpitfalls.

By: Bob Hendriks, Senior Product Marketing Manager, Elsevier Bob is responsible for marketing Elsevier's innovative suite of research tools and platforms. His mission is to help researchers get to better outcomes faster by providing answers and insights rather than just information. This involves focusing on areas like product interoperability, researcher profiles and networks, customer segmentation and emerging fields like research data. Bob’s background in technology and mobile telecoms industries has given him an distinctive perspective on these challenges. As Elsevier evolves into a data driven company, he is working to transform the way Elsevier goes to market.

2:30-3:15 PM

Rebooting an Analytics Program for an Evolving Marketing Organization

ThissessionwillfocusonhowthemarketingteamforLexisNexisNorthAmericanResearchSolutionsovercamesignificantchallengestosuccessfullytransformtheanalyticsfunctiontobettermeettheneedsoftheorganization.

By: Sudip Chaudhuri and Jeff Brown, LexisNexis Legal & Professional Sudip Chaudhuri is the Senior Director, Digital Marketing for NARS for LexisNexis Legal & Professional. He is a proven global marketing and technology executive with more than 15 years of experience driving growth in competitive industries including consumer goods, legal, publishing, telecom and financial services. Currently, Sudip leads marketing teams responsible for: online marketing, marketing systems and automation, analytics, and data management.

Jeff Brown is the Director of Marketing Analytics & Automation for NARS, LexisNexis Legal & Professional. His expertise is in implementing unified marketing ecosystem (i.e. CRM, Marketing Automation & other marketing assets) creating simplified business model with highly powerful analytic capabilities.

SEO Strategy: Why SEO is essential to what we’re doing at Elsevier

Thissessionwillcoverhowwe’rebridginggapstosurfaceexpertise,thehurdleswe’veencounteredandstepswe’retakingtoovercomethem.The presentation covers cross-organizational audits, outcomes and steps we are taking to prioritize SEO. Also covered will be insights into cross-team initiatives and collaboration efforts and an outline of how SEOs across Elsevier are collaborating to learn from each other, agree priorities across platforms and measure results. Finally, we’ll look at current strategies, the work of the SEO Strategy Group and plans for 2017.

By: Caroline Champney, Sr. Marketing Manager/SEO Strategy Group Co-Lead, Elsevier As part of STMJ’s Marketing Research and Customer Engagement team, Caroline has been working in Search Marketing since 2010 when she led an STM Journals Search Engine Marketing Expertise Team which focused both on organic and paid search. Caroline’s involvement in SEO now spans all divisions of Elsevier as Co-Lead of the SEO Strategy Group. Previous experience includes planning, designing, implementing and managing marketing strategies and programs for leading international publishing companies. Caroline is passionate about digital marketing with a keen interest in B2B.

Vendor Focus Group:

Getting the Edge: Real-time Measuring, Managing, and Researching Through Social Media Analytics Thissessionwillincludeashortcasestudyandwalkthroughoftheanalyticsplatform,includingTalkwalker'sproprietaryimagerecognitiontechnology.Samanthawilldiscussthebasicsofsociallistening,includingwhyitisnecessarytotrackandanalyzekeywordsusingadvancedbooleanqueries.Therapidlychangingmobilelandscapeincludingconsumerexpectationsonmobile,andhowthoseexpectationsgettranslatedintoexperienceswillalsobecovered.Finally,thesessionwillincludeadiscussionofhowthistypeoftechnologycanbeappliedtomanydifferentdivisionswithinRELXGroup.

By: Samantha Kaden, Account Executive, TalkWalker Samantha is responsible for educating potential clients about the power of social listening and providing advanced platform solutions using the Talkwalker Social Intelligence platform. She specializes in working with finance and professional service firms globally. Prior to joining Talkwalker, she graduated from Colgate University. Samantha holds a B.A. in Geography and Psychology.

3:30-4:15 PM

Day at the Breach: Information Security Incident Response at RELX

An interactive data security incident response exercise including how RELX prepares and responds, key parties involved, and collaboration with the communications teams.

By: Linda Clark, Deputy Counsel, Data Security and Information Compliance, RELX Group Ms. Clark acts as global lead counsel for data security and information assessment and assurance matters and provides expert guidance on frameworks for compliance with legal and regulatory obligations. Prior to joining RELX Group, Ms. Clark was a litigator with a large law firm in New York City, handling complex civil litigation and arbitration. Before that, Ms. Clark was with Andersen Consulting (now Accenture) advising telecommunications and hi-tech companies. Ms. Clark is a graduate of Barnard College, Columbia University and The University of Michigan Law School. She also serves on the Executive Committee of the Leukemia and Lymphoma Society.

Integrated Marketing Case Study ElsevierCaseStudy[Furtherdetailstocome]

By: Helena Stewart, Senior Marketing Manager, Elsevier [Further details to come]

Digital Landscape: Medical Student Customer Journey Optimization ThissessionwillexplorehowthedigitallandscapeofElsevierHealthScienceshasbeenleveragedtooptimizedthecustomerjourneyofmedicalstudentsglobally.Fromtheworkgroupssetup(complexteams),toolsusageandmethodologytotheproductionofpersonasandcustomerjourneysdefinition.

By: Tania Aubry, Direct Channels Director, EMEA/LA Health Markets, Elsevier For 20 years Tania has built a professional background on driving a marketing and operational profit center. She has always worked in a demanding ROI-oriented world and excels in managing online and offline multimedia channels. Tania’s management of a multi-country team includes: e-Commerce, exhibitions and offline channels (mailings, telemarketing, partner sales platforms, external B2C salesforce).

Panel Discussion: Evolving Our Communications Strategy to Align with the Future of Our Business

JoinBobHendriksfromElsevierashefacilitatesaconversationwithKoleyCortefromReedExhibitions,ChrysanneLowefromElsevier,andJonGeorgopulosfromLexisNexisabouthowourbusinessesareevolvingourbrandandcommunicationsstrategiestosupportthechangesthatwearemakingtobecomemoredatadrivenandtechnologyfocused.

Facilitated by: Bob Hendriks from Elsevier, Koley Corte from Reed Exhibitions, Chrysanne Lowe from Elsevier, Jon Georgopulos from LexisNexis Legal & Professional

Bob Hendriks is a Senior Product Marketing Manager and is responsible for marketing Elsevier's innovative suite of research tools and platforms. His mission is to help researchers get to better outcomes faster by providing answers and insights rather than just information.

A dynamic and decisive leader, Koley Corte joined Reed Exhibitions in mid-2015 and is currently the SVP and Head of Digital for The Americas, responsible for digital strategy and delivery across the Americas. In this role, Koley is a member of the senior leadership team for the Americas and currently leads digital strategy development and deployment for the region across the event portfolio, including cross-channel engagement and analytics design.

Chrysanne Lowe established the corporate brand strategy for Elsevier and leads the enterprise-wide effort as VP Corporate brand. Prior to this role, Chrysanne held a variety of executive management positions in sales and marketing, from establishing the first institutional licensing of e-content in the industry at Academic Press, to leading Global Marketing Communications for Elsevier Research.

Jon Georgopulos is the Senior Director for Brand, Creative & Web Strategy at LexisNexis Legal & Professional. Since 1996, he’s helped companies by developing strong corporate identities, designing and developing engaging web experiences and launching national ad campaigns, from small private businesses and not-for-profits to large corporations including QVC Network, SunGard Data Systems, Ford Motor Company, SAP and LexisNexis.

4:30-4:15 PM Wrap-up and final announcements