DD18 Sessions & Speakers

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Additional sessions added weekly. Session dates and times will be posted in February.

 

CRM, Data & Analytics


 
George Peters

George Peters

Category: CRM, Data & Analytics
Session Level: Intermediate
Session Title: Strategy, Tactics, and Processes to Develop and Communicate with Sales & Service Prospects and Customers – The Backbone of the Dealership Is the CRM and the Processes It Contains. By Not Utilizing It Completely You Are Missing Sales and Service Opportunities!

Session Description: In this session George Peters will be digging into all departments and provide some best practices operationally. In addition, you’ll determine if your dealership is waiting for opportunity to arrive via the “Up Bus” or going after it. At the end you’ll be asking yourself, does your store have the right processes and people in the positions to make the greatest impact?

Takeaways:
• Session will cover topics relating to Sales, Service, F & I, BDC, Internet and others
• Provide Processes and tactics that have been proven in dealerships
• Outline current income streams and those not being captured
• Strategies to unify your communications with prospects and customers
• Evaluate staffing needs and requirements for existing and future workload

Speaker Biography: Entering the auto business in 1984, George has managed all departments within the dealership environment during his 30-years of experience. In the early 90’s he began working with the internet and over time his passion for the digital environment provided an excellent foundation to continue building his experience and knowledge. He has taken consulting and leadership roles including the creation and operation of BDC’s large and small, E-Commerce Director, and a Process Specialist.

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Martin Saavedra Jr.
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Digital Marketing


 
Bill BradleyChad Rader

Bill Bradley & Chad Rader

Category: Digital Marketing
Session Level: Advanced
Session Title: Driving Measurable Dealership Consideration for the Models That Matter within Your Geography – Positioning Your Dealership to Win in Your Brand Critical Models. Interpretation of Geography, Market Data & Insights to Create Model Specific Strategies

Session Description: In this session you will learn how to effectively track results through market share data, zip code penetration and registration data shows the impact of your dealership marketing mix against the models that matter.

Takeaways:
• Ability to to measure success in your defend vs opportunity zip code geography by model
• Understand the value of market share data and how to apply it to model level marketing strategy
• Understanding the importance of knowing inventory volumes for competitors in your geography
• Able to identify what tangible KPIs are through analytics

Bill Bradley Biography: Bill Bradley is the current Director of Automotive for Gannett, the largest local media company in the U.S. Over the last 3 years, Bill has worked with local sales teams on leveraging critical insights to drive local dealer strategies. Market share data, inventory analysis, consumer behavior patterns and leveraging tier 1 and tier 2 messaging, are all critical pillars to what Bill teaches at both the media sales and dealer level.

Chad Rader Biography: Chad Rader is the current Automotive Marketing Manager for Gannett, the largest local media company in the U.S. Over the last 4 years, Chad has been on the forefront of automotive digital marketing and strategic solutions for dealerships of all sizes. Having an extensive knowledge of Polk registration data, consumer shopping behaviors and digital marketing product expertise, Chad has been able to deliver highly strategic digital solutions and insight technology platforms that provide unique views of dealership market performance with the path of how to gain success.

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John Busby

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Dennis GalbraithGino Cipperoni

Dennis Galbraith & Gino Cipperoni

Category: Digital Marketing
Session Level: Advanced
Session Title: Third-Party Leads vs. Dealer Site Generated Leads – Each Lead Source Has Its Advantages

Session Description: In this session dealers will learn how some of the largest dealer groups are moving money from third-party lead sources to creation of their own leads. Learn what they know and determine what is right for your store. Dealers will learn when this strategy makes sense and how to compare the return from one vs. another.

Takeaways:
• Identify the profit maximizing strategy for the dealer’s individual store
• Learn how inventory and fixed operations influence marketing strategy and execution
• Identify essential store activities required for each marketing strategy
• Know how to compare metrics across lead sources
• Understand the differences between vendor metrics and how to reconcile them

Dennis Galbraith Biography: Dennis Galbraith is the Chief Marketing Officer for Dealer E-Process. His ability to help dealers quickly turn marketing metrics into profitable action items makes him a popular speaker at conferences and 20 groups across North America. He ran the automotive internet division of J.D. Power and Associates until 2006, then managed over $300,000,000 in advertising products as Cars.com’s Vice President of Advertising Products and Training.

Gino Cipperoni Biography: Gino Cipperoni is a Digital Marketing Specialist with a Master’s Degree In Applied Economics from Marquette University. As a Google and Yahoo/Bing Certified professional, Gino puts his economic and statistical training to work for auto dealers.Gino has worked with hundreds of dealers across the U.S. and Canada, to help them figure out the most optimal way to allocate their advertising dollars and generate results.

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Devin Daly

Devin Daly

Category: Digital Marketing
Session Level: Intermediate
Session Title: Refining Your Sales Funnel to Move More Cars – Focus on Converting Website Visitors to Leads to Drive More Dollars to Your Bottom Line

Session Description: In this session, Devin will go over the importance of creating an engaging, conversion focused website. By re-examining the sales funnel, most dealers will find that the enormous amount they spend on ads, SEO and SEM is going to waste because far too few of these visitors are being engaged and encouraged to convert. Devin will take an in depth look at how to optimize a site for conversion as well as the most important KPIs to track. Armed with this information, dealers can maximize the leverage their website provides.

Takeaways:
• Identify a poorly converting site
• Know what changes to improve website performance
• Create an online experience that is more in line with the engagement customers experience on the lot
• Derive more leverage from VDPs

Speaker Biography: Devin is the CEO and co-founder of SpinCar, the leading provider of automated 3D content creation tools. He is uniquely informed on cutting edge techniques used to increase website effectiveness. Having worked closely with marquee fashion clients like Louis Vuitton and Nike, Devin understands how to lift conversion rates and boost website stickiness to drive more revenue and profit to a dealership. He combines a deep understanding of state of the art eCommerce best practices with a true empathy for the problems today’s dealers are looking to overcome.

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Kevin Frye

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Tim James

Tim James

Category: Digital Marketing
Session Level: Intermediate
Session Title: Step by Step Guide To Successful Video Marketing – How to Implement and Maintain a Scalable Video Marketing Strategy and Start Dominating Your Competition!

Session Description: In this session Tim James will talk about the videos that will have the biggest impact on your sales throughout the entire buying cycle. Having a successful Video Marketing Strategy is crucial to the success of your dealership. But there is more to it than simply running out, buying a video camera, and shooting a few videos.

Takeaways:
• Identify video marketing strategies that will have the biggest impact on conversion rates
• Identify video marketing strategies that will have the biggest impact on your Lead/Appointment Rate
• Identify video marketing strategies that will have the biggest impact on Appointment/Show Rate

Speaker Biography: Tim James is a dynamic digital marketing and sales strategist with more than 20 years of proven success. Tim has been a regular speaker at the Digital Dealer conferences and continues to receive rave reviews of his highly educational sessions. Tim is experienced in implementing, managing, and improving online and interactive marketing strategies across multiple channels and has played an integral role in the successful development of the product and sales strategies for Automotive Industry companies such as HomeNet Automotive, Dealer Impact Systems, and Flick Fusion Video, while assisting numerous automotive dealerships in implementing extremely successful Digital Marketing Strategies.

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Saphura Long

Saphura Long

Category: Digital Marketing
Session Level: Fundamental
Session Title: Wondering Why Your E-Commerce Marketing Campaign is Lacking in ROI? – Today’s Consumer Requires Different Attention than Just Social, Website, and CRM!

Session Description: This session will discuss how to evaluate your presence on the web and to avoid costly pitfalls that provide no results and ultimately how to gain the most engaging presence using fewer dollars. Dealership’s website is visited far more than physical location. Yet, little regular attention is paid to its marketability and result generation. Colors and pictures do not necessarily make for an engaging site. Social media does not necessarily communicate with the most important consumer CRM is more of a data management system than relationship building. One of the most critical consumers of today the millennial is rarely engaged.

Takeaways:
• You will learn how to correctly identify the tools that contribute to your presence on the web
• Learn how to organize the tools that manage your customers. They are not what you think
• Learn how to identify your “true”marketing efforts
• Learn how to evaluate the effectiveness of your total digital marketing
• Identify the must haves from the not so needed to put together a top notch digital marketing

Speaker Biography: Saphura Safavi Long is the President of Gratis Technologies and has over 16 years of experience in client management. Saphura is the graduate of NADA Dealer Academy class of 2002 and was one of the first four women chosen by GM to start the “Women’s Initiative”. Gratis Technologies is the producer of AutoWall the first and only “Social CRM” developed for this vertical. AutoWall encompasses all the e-commerce needs of automobile dealership in one concise tool reducing cost to the dealership while increasing client retention and web visibility. Her previous company Prize Corporation produced the first web based CRM in this vertical named ReckonUp.

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Peter Martin

Peter Martin

Category: Digital Marketing
Session Level: Intermediate
Session Title: Mining Your Data to Generate New Business – Your next Best Customer Is Sitting in Your CRM, Learn How to Market to Them

Session Description: In this session you will learn how most dealers have 10,000-20,000 leads sitting in their CRM that they are not effectively reaching. By mining this data, you can reactivate dormant leads into hot prospects. Review best practices on how to increase your database size with better collection practices and keep that data clean by removing the hard bounces, spam traps and inactive email addresses for improved deliverability and better sender credibility. Learn how to apply proper database cleaning techniques to your existing data, formulate an effective email marketing plan to be used in your dealership, and identify and explain the current issues with your mass email marketing.

Takeaways:
• Mine and clean your existing data to develop a database
• Formulate a sales and service email marketing plan to engage leads
• Convert prospects into customers with relationship-building techniques
• Improve data collection to add to and maintain an advantageous list

Speaker Biography: Peter “the Webdoc” Martin is a technology correspondent and digital marketing expert. He is well-known for his innovative services for the automotive industry and his contributions to the email marketing field. Currently, Martin is the president of Cactus Sky Digital, a company that helps businesses acquire, manage and retain customers online. Martin is an acclaimed speaker and automotive industry expert specializing in digital marketing trends, mobile-enabled emails, conquest email marketing, integrating technology and selling to women. He has been featured at numerous industry events before including NADA and previous Digital Dealer, AutoCon and RVDA events.

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Eric Mercado

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Brett Oubre

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Christian Salazar

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Phil Sura
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Tim Whitley

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Fixed Operations


 
Gary Kalk
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Ed Kovalchick

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Management


 
Jennifer Briggs
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Lisa Copeland
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Sandi Jerome

Sandi Jerome

Category: Management
Session Level: Intermediate
Session Title: Changing DMS Systems – Five Things to Consider before You Change Systems

Session Description: In this session Sandi Jerome will discuss the five major factors when it comes to selecting a new DMS and end the session with a quiz to determine if your dealership is ready for a change or should stay with a legacy system.There was a time when price was the biggest decision factor in selecting a new DMS system. For many dealers, their choices were limited to the two big DMS providers because of factory integration. Dealers now have more choices but making a change based merely on price can be dangerous.

Takeaways:
• Determine if you should have integrated or interfaced CRM
• Do you require multi-company features and which ones?
• How much do you use a report writer and which systems have them
• Which productivity features you need acquire to make the switch
• Pros and Cons of a Microsoft-based DMS system

Speaker Biography: Sandi started in the car business when she was fourteen keeping the parts inventory on 3×5 cards. She was one of the first female F&I managers and eventually became a CFO, fixed operations manager, and assistant general manager for the largest Chevrolet and Dodge dealer in a 5-state area. She was the first editor of Digital Dealer and has watched the latest technology boom for our industry. Her previous NADA seminars, “40 Valuable Things to Do with Your Computer System” and “How to Create a Super Controller” were ranked in the top 10.

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Mike Overy
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Alan Ram
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Adam Robinson
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Joni Stuker

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David Villa

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Mobile


 
Mat Koenig
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Scott Pechstein
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Brent Wees

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Pre-Owned Sales


 
Tim Deese
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Kip Rowe

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Reputation & Loyalty


 
Mike Good

Mike Good

Category: Reputation & Loyalty
Session Level: Intermediate
Session Title: Driving Loyalty, Retention and Results – The Right Culture Drives Behavior, Creates Loyalty and Solidifies Reputation…all Generating Unparalleled Results

Session Description: In this session you will learn how a defining culture is foundational if you want a dealership that performs every day while letting you sleep all night. Three critical areas dictate success; Retention secures tomorrows’ success. Loyalty is the soil from which leadership grows. Reputation builds strong genealogy. Defining then refining the behavior necessary to feed these critical areas formulate the chemistry of our culture. Culture fulfills employees, satisfies customers and fills our showrooms with the enthusiasm of success.

Takeaways:
• Discover the 3 most important elements contributing to loyal customers and employees
• Halt the scourge of our industry…”Turnover”
• Learn the secrets of “Retention Momentum”
• Eliminate your 4 culture crushing habits
• Acquire the proven methods of reputation building

Speaker Biography: Mike Good has been the General Manager of Street Toyota for 11 years and has enjoyed 32 years in the automotive industry. Mike has consulted major dealer groups, trained thousands of automotive sales and management staff and consulted for Gulf States Toyota. His extensive retail background and innovative approach toward employee relations and customer retention has positively impacted customer satisfaction in the dealership environment.

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Chip King

Chip King

Category: Reputation & Loyalty
Session Level: Advanced
Session Title: Get Dialed Into your Phone Process and Financial Statement – It’s Not Rocket Science

Session Description: In this presentation you will discover the real impact of your business telephone’s “personality.” Chip King will review key metrics from more than two million audited business calls to dealerships in North America. Find out where your dealership stands in key metrics that drive profitability, market share, retention and the Customer Service Index (CSI).

Takeaways:
• Review the key metrics of the phone process and their relationship to your financial statement
• Identify the most common “profit leaks” and implement the solutions to fix them
• Use phone data to really achieve “spending Less” and “getting more”
• Learn how to take “ground-level” action to improve your financials
• Learn to how to make the “blind spot” of the phone process into the “sweet spot”

Speaker Biography: Robert “Chip” King spent his career in automotive retailing from 1977 to 2008. Holding every position in variable operations, including General Manager and Dealer Principal, Chip has had a special focus on the “customer experience” throughout. Chip is highly sought-after for many of the auto industry’s biggest and best dealer conferences because of his subject matter expertise. Chip is passionate about sharing his expertise on how to correct profit leaks in the auto dealership phone process.

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Sales Strategies


 
Mike Berg
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Matt Lasco

Matt Lasco

Category: Sales Strategies
Session Level: Fundamental
Session Title: Productivity and Accountability Now! – Lead and Productivity Tracking from the Dealer Perspective

Session Description: In this session Matt Lasco will show you performance standards: Outgoing calls and emails per BDC/Sales Rep. How to track daily appointments set, appointments kept, and sold ratios; based on different lead origination. Tracking tools for the sales desk. Tips on keeping the appointment: having managers confirm at time set or immediately afterwards. Also using an appointment board to track hourly performance. Lead Tracking using ROI charts and examples. Variables of what budget to set per lead or per sale based off of buyer databases such as conquest, out of market or repeat buyers.

Takeaways:
• Understand performance standards of business development representatives
• Have tools to compare appointment ratios on 3 lead spectrums
• Have interactive discussions on lead sources
• Have a clear idea of what lead tracking is
• Retain tools to help analyze advertising budget verses ROI

Speaker Biography: Matt Lasco is the Vice President of Lasco Auto Group and President of Matt Lasco Advertising & Consulting. The family Ford dealership started at 80 units per month and has grown to selling 400 units per month over the last 8 years. Lasco Ford is ranked nationally in the top 5 for Ford CPO and has been for the last 8 years. Matt studied marketing and automotive at Northwood University.

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Beth Walter

Beth Walter

Category: Sales Strategies
Session Level: Intermediate
Session Title: Using Digital Marketing to Capture the Hispanic Auto Buyer – Low Cost Tactics, Strategies, and Secrets That Will Help Your Dealership Sell to the Fastest Growing Demographic Group in the US

Session Description: In this session Beth Walter will discuss the growing importance of Hispanic car shoppers, what they are looking for, how to reach them digitally and how to set your dealership up for success with this important and growing demographic group. Learn how the explosive growth in the Hispanic population in the Southeast will affect auto sales in the next 10 years. Get a glimpse into the mindset, shopping and buying habits of the Hispanic consumer and learn specific tactics that will set your dealership up for success with this important demographic group.

Takeaways:
• Dealers will learn specific tactics that will set their dealership up for success with Hispanics
• Dealers will gain a better understanding of the Hispanic mindset as it related to auto shopping
• Dealers will learn how future Hispanic population growth will affect car sales in the future
• Dealer will learn how Hispanics use video and mobile to shop for cars

Speaker Biography: Beth was recruited to Yahoo! at the beginning of the internet revolution. While there, Beth started the US Hispanic Division for Yahoo! in Coral Gables, FL. After leaving Yahoo!, Beth worked at Univision Communications for 11 years, as the VP of Research and Digital. Currently, Beth is a Regional Sales Manager for L2T Media, one of the premiere automotive digital marketing companies in the country.

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SEO/SEM


 
Kendall Billman
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SeanDolan
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GregGifford

Greg Gifford

Category: SEO/SEM
Session Level: Advanced
Session Title: Local SEO – How to Win the Race to the Top of Local Search Results

Session Description: In this session dealers will learn why SEO is no longer a luxury, and why Local SEO is vital for success in 2015. They’ll learn how to spot shady SEO providers, or if they do their own SEO, how to optimize the right on-site and off-site signals to boost visibility. Dealers will also learn what’s changed recently in Local SEO and what’s more important in 2015. Finally, dealers will learn how reviews, reputation management, and social media all affect Local SEO, and they’ll leave with a robust roadmap for boosting online visibility in 2015.

Takeaways:
• Learn how to spot shady SEO providers
• Learn how to optimize your site for Local SEO
• Learn specific on-site and off-site signals that help boost local visibility
• Learn how social media and reviews are important for SEO

Speaker Biography: Greg Gifford is the Director of Search and Social at AutoRevo. His responsibilities include the development and execution of all client SEO and social media efforts, as well as managing AutoRevo’s corporate SEO and social media presence. He’s got over 15 years of online marketing and web design experience, and his expertise in local SEO has helped hundreds of auto dealers thrive while the industry has struggled during the recession. He graduated from Southern Methodist University and has an obscure movie quote for just about any situation.

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ElizabethMarsten
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Christi Olson

Christi Olson

Category: SEO/SEM
Session Level: Intermediate
Session Title: Managing Paid Search – How to Tell If Your Search Marketing Agency Is Taking You for a Ride

Session Description: In this session you’ll walk away with a solid understanding of the basics of paid search and how to tell if your search agency is taking you for a ride. I’ll cover the 10 common mistakes and pitfalls I see when auditing accounts. Then I’ll finish up with the relationship between you and your agency. What you should expect from someone managing your campaigns and I’ll give you a series of questions that you should be discussing on a regular basis to make sure you’re not getting take for a ride.

Takeaways:
• Understand the basics of paid search and how the components work together
• Eliminate the common mistakes made when setting up PPC campaigns
• Establish performance metrics (KPIs) to measure your campaign success
• Analyze your current agency relationship and determine if you are getting the right level of service
• Compose a list of questions you should be asking your agency and your agency should be asking you

Speaker Biography: Christi is the Director of Search Engine Marketing for Point It, one of the Pacific Northwest’s largest independent search marketing agencies. Christi has 8+ years of experience developing and managing digital marketing campaigns with an emphasis on paid search, organic search, comparison shopping and analytics. Prior to her role at Point It, Christi managed Search at Expedia, Harry & David, Pointmarc, and Microsoft. Christi is a graduate of the University of Idaho with a B.S. in Marketing.

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Miles Olson

Miles Olson

Category: SEO/SEM
Session Level: Fundamental
Session Title: Conversion Tracking for SEM Campaigns – Understanding the Importance and the Mechanics of Conversion Tracking for Your SEM Campaigns

Session Description: During this session, Miles Olson will be discussing both basic and advanced conversion tracking implementations and their impact on optimization strategies and campaign performance. Starting with the basics, Miles will review how online tracking scripts function to provide the non-technical campaign manager a better understanding of data flow. Miles will further analyze the methods used to exploit the resulting data for optimization efforts and the performance gains that will result. Moving beyond the basics, Miles will survey more advanced tracking strategies to consider things such as multi-click attribution, lead quality, call tracking, and the weighting of multiple conversion types.

Takeaways:
• Understand the mechanics behind online conversion tracking
• Understand and exploit the impact of conversion tracking on campaign performance
• Review more advanced conversion tracking implementations to consider

Speaker Biography: An Internet marketing veteran, Miles Olson has 10+ years of experience in the online advertising industry. As Vice President of Customer Engagements for SearchForce, Miles oversees the company’s initiatives for delivering sophisticated technology implementations that meet the competitive demands of brand agencies and advertisers. Miles’s experience includes developing customized digital marketing programs for Time Warner Cable, State Farm, Merck, and OfficeMax. With a keen focus on delivering high ROI and excellent value, he has implemented many cutting-edge digital marketing strategies that leverage his knowledge of paid search and bid management tools through advanced campaign automation, optimization, and third-party system integrations.

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Social Media


 
Julia Giacoboni

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Robert Karbaum

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Andrew Shotland
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Zeph Snapp
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AJMaidaAJMaida

AJ Maida & Kate Frost

Category: Social Media
Session Level: Fundamental
Session Title: It’s NOT Social Media it’s Social Commerce – It’s Not about Likes It’s about Sales

Session Description: In this session AJ Maida will share strategy’s people have put in place to take Papa’s Social Media strategy and change it to a Social Commerce strategy generating website traffic. AJ will attempt to not interfere while Kate talks about strategies she is using for a NYC beauty company who produces more revenue from their Social Commerce then from their direct website visits.

Takeaways:
• How to get sales from Social
• Strategy’s to drive traffic to your website from social
• What types of content works?
• It’s called a strategy because you need to strategize
• We aren’t selling anything!!!

AJ Maida Biography: AJ has been in the car business for over 20 years. An early adopter of Internet marketing and the Director of Digital and Marketing for Papa’s Chrysler Dodge Jeep, since April, 2007. He was the cover story in the December 2010 Digital Dealer magazine where Cliff Banks said “Maida has become one of those Internet guys who is a leader in the business whose perspective is a step or two ahead.” He is a popular presenter at conferences and for online seminars.
Kate Frost Biography: For more than a decade, Kate Frost has specialized in automotive digital marketing, with an emphasis on social media. She is currently President of Kate Frost INC an award winning Digital Marketing provider. She has conducted hundreds of campaigns designed to brand businesses, drive traffic and generate sales and service leads. She has been invited to both Facebook and Googles headquarters and attends many Digital Marketing conferences to stay in front of emerging trends and best practices. Kate was recognized as Dealer Marketing Magazine’s 2014 Technology Leader in Social Media. She is a past presenter here at Digital Dealer as well as numerous other conferences. She is also frequently invited to present at many 20 groups around the country and many webinars including 3 times for the DealerOn weekly webinar where she is consistently one of the most watch presenters.

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MathewSiltalaDavid MinkWill Scott

Mathew Siltala, David Mink & Will Scott

Category: Social Media
Session Level: Advanced
Session Title: The Power of Visual Content – Learn to Dominate the Competition with Sharable Visual Content

Session Description: This session will focus on the visual side of social networking, on sites like Pinterest, Instagram, Facebook, Twitter and Google+. You will learn how to come up with ideas and create the kind of visual content that will be shared and drive real traffic, gain social signals … all of which will in turn boost your SEO efforts and help you dominate anything your competitors are doing.

Takeaways:
• Learn how to use Instagram, Twitter, Pinterest, Facebook and Google+ more effectively
• Learn how to generate ideas for visual content that is shareable
• Learn how to get an ROI out of social media
• Learn how Social Media boosts your SEO efforts

Mathew Siltala Biography: Matt Siltala is an online search industry leader and President of Avalaunch Media. Matt’s clients have included companies like Sales Force, Steven Covey, The Home Depot, and AtTask. Because of Matt’s passion for the online industry and all things digital marketing, he loves collaborating with other industry leaders and speaking at search conferences like Pubcon, SMX, State of Search, Search Fest and Search Engine Strategies, and at other events and Universities, like the business plan competition at BYU-Hawaii.
David Mink Biography: David Mink is a licensed attorney and founding partner of Avalaunch Media. David is also one of the founding board members of SLC | SEM, a non-profit business league dedicated to providing search marketing education and information sharing in Utah. David works with clients like Pearson, Xinsurance, STACK.com, CEO.com, and many professional service groups. David is a frequent conference speaker at PubCon, Search Marketing Expo (SMX), universities, and other professional organizations. David has also founded a number of ecommerce websites, developed Internet marketing training curriculum for business learning companies, and recently produced one of the first social media compliance guides.
Will Scott Biography:Will Scott has been helping small businesses get online since 1994. He has led teams responsible for building thousands of Small Business websites, building hundreds of thousands of pages in online directories and delivering millions of visits from search. At Search Influence, Will leads a team of dedicated professionals who put customer results first.

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