Super Forum sessions focus on one specific area of digital and are comprised of some combinations of keynotes, panel discussions, and other presentations by today's leading subject matter experts. The BOLO 2011 Super Forum session descriptions are listed below. We ask that BOLO attendees RSVP ahead of time as space is limited. Be sure to register soon if you haven't already for first pick of the sessions of your choice!

SuperTargeting - Identifying, Understanding and Targeting Your Clients’ Best Audiences for More Effective and Efficient Marketing

Monday, October 10, 2011 Day 1: 10:15 - 12:30pm

In this discussion-based session, industry experts will discuss the two key phases of effective audience targeting:

• Understanding which audiences represent your clients’ best prospects, and how to identify which messages will be most effective in driving conversion;
• Knowing how to best reach those target audiences with highly relevant marketing tactics designed to achieve your clients’ goals with maximum efficiency.

• The most effective ways to identify and understand your clients’ target audience segments
• How to understand and reach audiences that may be demographically dissimilar to you, but are driving consumer behavior in the U.S.
• How to best reach your clients’ target audiences once you've identified them, ensuring that your messages hit home and reduce waste in your marketing budget

Facebook 2.0: How agencies can transform customer’s Facebook efforts into a powerful engagement channel

Monday, October 10, 2011 Day 1: 10:15 - 12:30pm

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In this super session, a panel of agency, client side and academia experts discuss the Facebook 2.0 ideal state, best practices and actionable steps to turn Facebook into a powerful relationship channel. Learn how to leverage social content and the right metrics to drive deeper fan engagement. Bring your biggest Facebook challenges in for a potential in-session analysis.

You'll learn:


• Engage with fans all the way through the customer lifecycle
• How to leverage Facebook advertising, games and other tools to reach a disconnected audience
• Which metrics & results have the most impact
• How to establish a content strategy to provide personalized content and enter the era of social commerce

Local: Digital's Next Big Wave

Monday, October 10, 2011 Day 1: 3:30 - 5:30pm

Local has been digital advertising’s last frontier, but geotargeting, search, mobile, new revenue models (i.e. Groupon) and effective verticalization has made it a true hot spot. By attending this Local Superforum produced by local experts BIA/Kelsey, you'll hear from leading authorities about:


• Understanding and sizing the local opportunity, featuring BIA Kelsey forecasts on local advertising
• The best local strategies for agencies, including vendor tools for localizing and mobilizing brands and recruiting small businesses
• The most effective ways to identify and understand your clients’ target audience segments
• Emerging trends, including new revenue streams from advertising, networks, directories and commerce

Content Marketing - Forget What You Think You Know and Let's Make Content That Rocks!

Monday, October 10, 2011 Day 1: 3:30 - 5:30pm

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In this discussion-based session, industry leaders will discuss the importance of having an integrated content strategy for online marketing success in today's highly competitive world. Your clients are eager for more attention and interaction online and you can help them achieve this through properly planned and executed content strategies.

With a variety of best practice guidelines, real world case studies and practical experience you'll learn how you can help clients in any industry develop a much more focused and strategic use of content in their marketing campaigns. The better you can become at discovering and telling your client's stories, the happier your clients will be.

You'll learn:


• The most effective types of content and a peek into the future trends.
• The best local strategies for agencies, including vendor tools for localizing and mobilizing brands and recruiting small businesses.
• Strategies to create, share and tell your client's story on any budget.
• Exposure to a showcase of examples of what other companies are doing that is working and that have ideas you can steal.

Mobile: Where Agencies Capitalize on the Intersection of Creative, Data and Relevance

Tuesday, October 11, 2011 Day 2: 10:15 - 12:15pm

A talk involving the entire room's participation (bring your phone), four leading practitioners will walk you through the emerging opportunities that mobile device proliferation is bringing to advertising today. Among case studies and fresh insights, we will discuss:


• How traditional marketing tactics and media may fuel many of the impression and conversion
  opportunities in mobile marketing efforts.
• Emerging popular mobile technologies such as applications, location-based services,
  barcode scanning and near-field communications (NFC), when and how to apply them to marketing strategies.
• How digital out-of-home and outdoor media may significantly improve revenue and the success
  of campaigns your agency produces.
• How integrated marketing is not integrated unless you have mobile components weaved into the mix.

You'll learn:


• When to develop a mobile app or mobile web presence (or both) as the more effective mobile asset
  for a client.
• How to value mobile media, digital out-of-home media and specific mobile tactics when billing your clients.
• How to integrate QR Codes, SMS and location-based services into client campaigns.
• How simple API-to-API mashups can fuel your own social CRM solution.

The Future of Agencies in Paid, Earned + Owned Media

Tuesday, October 11, 2011 Day 2: 10:15 - 12:15pm

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In this Advertising Super Forum, industry experts will discuss the role of the agency in paid, earned and owned media, including threats of agency disintermediation by ad networks, search engines and other vendors.

You'll learn:


• Emerging trends and key insights in each of the areas of paid, earned and owned media
• The relationship between paid, earned and owned media and why integration is key to long-term success
• How and why agency disintermediation will impact media agencies, and what you should focus on with your clients and partners to minimize the impact and solidify your client relationships
• Strategies and tactics to increase media agency margins in the new paradigm

Social Media For Agencies - Starting, Leveraging and Tracking a Profitable Social Media Practice

Tuesday, October 11, 2011 Day 2: 3:15 - 5:30PM

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In this combination presentation/discussion format, you'll hear from three leading thinkers in the social media space discuss:


• How to overcome the cultural and business model hurdles to creating a profitable social media practice area inside your full-service agency
• How to set up effective analytical procedures to quickly understand the effectiveness of your programs and report this information to your clients
• The role of mobile in any social media program you launch and/or manage
• How agencies can package, price, sell social media marketing serivices

You'll learn:


• How do you hire/compensation for social media marketing managers
• What are the best analytical packages for tracking social media efforts
• How the smart phone is changing the face of social media and what does it mean for your social media marketing efforts