1. huerlimann creative communications
Start up ǀ Strategie ǀ Kreation ǀ New Media ǀ Kampagnen ǀ Workshop
My Program for
Blogworld and New Media
Expo 2012
Live Blogging from
New York City
June, 5. – 7.
huerlimann creative communications │ ++41 (0) 79 625 45 84 │ beat@huerlimanncc.com

2. huerlimann creative communications
Start up ǀ Strategie ǀ Kreation ǀ New Media ǀ Kampagnen ǀ Workshop
Hier gelangen Sie auf meinen Blog : www.huerlimanncc.com
Hier sehen Sie alle Sessions in New York: http://www.blogworldexpo.com/2012-nyc/conference/sessions/
Die 15 Sessions im Überblick :
7 Deadly Social Sins – How to do engage an audience, not only in social media but offline as well
How to humanize your brand through building Communitiy – Relationship Management
10 steps to build your business through your content – Content Management
The best small business marketing strategy you have never heard of – Lead- and Link Management
How to orchestrate a successful event marketing program (Cisco Study) – Campaign Concept
Makers of Modern Media – The future can be scary, it can be exciting.
Crossing the Bridge: No Bullshit guide to Mobile – Campaign Concept (use of mobile)
Podcasting for Creatives – Creative Concept
Creation, Curation and Collection: Getting to know Pinterest, Instagram abd Tumblr
Mastering Linkedin Marketing for Blogging Success – Campaign Concept & Lead Building
What you need to know from the 2012 state of social media sponsorship study – Blog Strategy
Optimize and Socialize for better Content Marketing – Content Management
Live critiques of blogs – How to get more subscriber, engagement and activities
Facebook Marketing – How to create more engagement and monetize your facebook efforts.
10 Professional writing secrets to create killing content – Content Management
huerlimann creative communications │ ++41 (0) 79 625 45 84 │ beat@huerlimanncc.com

3. huerlimann creative communications
Start up ǀ Strategie ǀ Kreation ǀ New Media ǀ Kampagnen ǀ Workshop
Thema Speaker Time
7 Deadly Social Sins Scott Strattan 9:00 AM to
Being social is good for business, most of us know that. But what 10:00 AM -
happens when it isn’t? Greed, lust, envy and the rest of the sins Author von: Tue. Jun. 5th
are alive and well in business and they seem to thrive when people Room 1A12
try to engage online. This session will cover what not to do when
engaging an audience, not only in social media but offline as well.
Does a unicorn really die if you ask the ROI of social media? Can
Pinterest save your unread blog? Can you legally smack somebody
who adds you to their mailing list after getting your card at an
event? These and many more sinful questions will be answered.
How to humanize your brand through building Communitiy Jenna Langer 10:15 AM to
Community building is much more than posting regular updates to 11:15 AM -
a Twitter account and Facebook fan page. Brands that are success- Tue. Jun. 5th
ful with social media and community understand that real people Room 1A08
need to be interacting with their audiences in an authentic, helpful
manner. Through case studies, personal experience, and stories
from other bloggers, you’ll see how others have created a human
voice for their companies that sets them apart from the competi-
tion. From company culture to customer service to offline events,
you will learn how to build community from the ground up and
create brand advocates to share your message.
Key Points – How to:
 Develop a company culture with community at the core
 Use customer service to create brand advocates
 Build community offline through events
10 steps to build your business through your content David Murray 11:30 AM to
Finding the right type of content to create can be a challenge. 12:30 PM -
However, getting people plugged into your content can be even Tue. Jun. 5th
more difficult. With the onslaught of information hitting us, how Room 1A06
can a business stand out and make an impression? The answer is
communication. How an individual or business communicates to
someone makes the difference. Content can get someones atten-
tion, but if there is no connection, there will be no sale. It’s not
just about content. Real communication through content will help
increase your bottom line.
Key Points – Attendees of this session will walk away knowing:
 The difference between creating content and connecting cus-
tomers with their content.
 How to increase sales and referrals through effective commu-
nication with effective content.
 How different types of content speak differently to audiences,
and how to best use certain channels.
huerlimann creative communications │ ++41 (0) 79 625 45 84 │ beat@huerlimanncc.com

4. huerlimann creative communications
Start up ǀ Strategie ǀ Kreation ǀ New Media ǀ Kampagnen ǀ Workshop
Link Building: The best small business marketing strategy you Alison Groves 2:30 PM to
have never heard of. 3:30 PM - Tue.
Everyone always asks, “How can I rank #1 in Google for X?” While Jun. 5th Room
Google changes their algorithm almost too frequently to keep up 1A22
with, there is one constant of internet marketing: link building.
Building links will not only help you perform better in the search
engines, but also bring more attention to your site. Link building is
really relationship building; learn how to accomplish that with
social media, as well as good ol’ fashion hustle. Using several easy
tools and strategies, you will be building links in no time.
Key Points
 More links = more site exposure and better rankings
 Social media is an easy linkbuilding tool
 Research methods to linkbuilding
How to orchestrate a successful event marketing program Kathleen 3:45 PM to
(Cisco Study) Mudge, 4:45 PM - Tue.
Speakers share strategies on how to leverage Social Media to Amita Paul Jun. 5th Room
manage successful Event Marketing programs. From generating 1A22
the right amount of momentum before the event to ensuring max-
imum participation, to keeping events interactive and focused, to
post event management. It is a challenge to streamline the entire
process. Measuring success in terms of ROI, and identifying oppor-
tunities to optimizing remains a mystery. The session cover con-
cepts of effective event marketing using social media through a
real case study from Cisco Live Events, a Cisco event that brings
technologists, experts and executives on the same level ground,
discussing emerging technologies.
Key Points
 Preparing for a B2B event marketing program – pre, during and
post strategies
 Use of Social Media techniques and technology
 How to define and measure success
 The CiscoLive success story, and what companies can learn
from it.
Makers of Modern Media Gary Hoover 5:00 PM to
Last year, the #1 company in the world based on advertising reve- 5:30 PM - Tue.
nue was Google. With the digitization of movies, music, books, Jun. 5th Room
magazines, and newspapers, the media world has been turned on Special Events
its head. The future can be scary, it can be exciting. But those who Hall
best navigate it will take lessons from the great media visionaries
of the past. Join world-renowned speaker and business history
expert Gary Hoover for this fast-paced, enlightening, surprising
visual program, telling the stories of some of the greatest entre-
preneurs in American history, how they saw a future that no one
else did and continue to shape our daily lives long after their
death. There is a good chance you know little or nothing about
them, but there is a great deal that any blogger, thinker, or entre-
preneur can learn from them.
huerlimann creative communications │ ++41 (0) 79 625 45 84 │ beat@huerlimanncc.com

5. huerlimann creative communications
Start up ǀ Strategie ǀ Kreation ǀ New Media ǀ Kampagnen ǀ Workshop
Crossing the Bridge: No Bullshit guide to Mobile Jason Falls 10:15 AM to
 What are the real stats mobile penetration by platform (iph- 11:15 AM -
one, BB, android, etc) usage stats – what a folks doing Author of: Wed. Jun. 6th
 Shiny Object Technologies NFC, QR, AR Room 1A12
 Predictions What’s gonna happen in 2012/13
 What should you be doing in Mobile, What should you watch
but not feel immediate sense of urgency to jump on today
Podcasting for Creatives Panel: 11:30 AM to
This panel will discuss some ideas about how to build a creative Evo Terra 12:30 PM -
franchise around social/new media. Each of the panelists have Kate Baker Wed. Jun. 6th
extensive experience with podcasts, production, and finding (and Mur Lafferty Room 1A16
growing) audiences.
Key Points
 Learn the difference between push and pull channels.
 Learn why advertising and social media have so little in com-
mon.
 Learn how to start growing an audience and how to keep it
growing.
Creation, Curation and Collection: Getting to know Pinterest, Panel: 2:30 PM to
Instagram abd Tumblr Katy Kelly 3:30 PM -
Facebook will continue to be the king of social networks for a Katie Morse Wed. Jun. 6th
while, but consumers are still spending an increasing amount of Katie Richman Room 1A22
time on more and more social networks. Niche social networks like Matthew Knell
Instagram, Pinterest, Foursquare, Tumblr and other just to name a
few. How does this affect today’s marketer? What skills are need-
ed to maintain a community over so many platforms and media
channels? Hear from social media communications professionals
from AOL, ESPN, Billboard and Cohn & Wolfe as they describe the
opportunities and challenges of interest graph marketing.
Key Points
A good understanding of segmentation options, tastes, metrics,
and cutting edge platforms
Mastering Linkedin Marketing for Blogging Success Stephanie 3:45 PM to
Are you aware of the depth and breadth of opportunities for lev- Sammons 4:45 PM -
eraging your blog to grow influence and expand your reach on Wed. Jun. 6th
LinkedIn? Most people are just scratching the surface of this ac- Room 1A07
tive, affluent, 150 million (and growing) professional network. In
this session, LinkedIn and business blogging expert Stephanie
Sammons will teach you how to become a top influencer on
LinkedIn within your target markets, and drive high quality traffic
to your blog. Stephanie will also reveal two secrets that can give
you a significant competitive advantage in your marketing efforts!
Don’t miss this opportunity to get smart about using LinkedIn as a
key blog marketing channel. Key Points: Attendees will learn how
to stand out as an LinkedIn influencer and implement high impact
huerlimann creative communications │ ++41 (0) 79 625 45 84 │ beat@huerlimanncc.com

6. huerlimann creative communications
Start up ǀ Strategie ǀ Kreation ǀ New Media ǀ Kampagnen ǀ Workshop
marketing techniques to drive blog traffic.
Key Points
Attendees will learn how to stand out as an LinkedIn influencer
and implement high impact marketing techniques to drive blog
traffic.
Power up your Blog: Lessons learned over 11 years of blogging. Chris Brogan 5:00 PM to
Chris Brogan started blogging in 1998, when it was called jour- 6:00 PM -
naling. Since then, he has gone on to write a blog that is in the top Wed. Jun. 6th
5 of the Advertising Age Power150 and that receives over 200,000 Room Special
unique visitors a month. Learn how to write more frequently, how Events Hall
to put together blog topics, how to improve your actual blogging
platform, and several other tips gleaned after a decade+ of blog-
ging experience.
What you need to know from the 2012 state of social media Ted Murphy 9:00 AM to
sponsorship study 10:00 AM -
There is often a discrepancy of tens – sometimes hundreds – of Thu. Jun. 7th
dollars between what leading brands and bloggers think a post Room 1A12
might be worth. And even if a brand doesn’t want to, a blogger
must disclose any compensation or in-kind gifting to avoid FTC
penalties. Join Ted Murphy for the unveil of the 2012 State of So-
cial Media Sponsorship Study and learn about top trends and gain
strategic guidance for maximizing the money made through a blog.
Key Points
 Learn how to attract the attention of top brands and maximize
opportunities to monetize content.
 Setting the valuation: How much is a blog post really worth?
 Walk away with important data and trends from leading brands
and well-known influencers on social media sponsorship.
Optimize and Socialize for better Content Marketing Lee Odden 9:00 AM to
Search, social media and content marketing are converging, and 10:00 AM -
consumers are using numerous ways to discover, consume and act Thu. Jun. 7th
on content. In this session, you’ll learn how to use content market- Room 1A08
ing best practices to design information that inspires audiences to
share, buy and recommend your brand.
Key Points
 Learn the framework for an optimize and socialize approach to
content marketing
 Understand the framework for optimizing across the customer
lifecycle
 Know the difference between KPIs and business outcomes for
web and social measurement
huerlimann creative communications │ ++41 (0) 79 625 45 84 │ beat@huerlimanncc.com

7. huerlimann creative communications
Start up ǀ Strategie ǀ Kreation ǀ New Media ǀ Kampagnen ǀ Workshop
Live critiques of blogs. Key Points Chris Garrett 10:15 AM to
 How to make your site more engaging 11:15 AM -
 How to get more subscribers Thu. Jun. 7th
 How to generate more activity Room 1A12
Facebook Marketing: How to create more engagement and mon- Amy 11:30 AM to
etize your facebook efforts. Porterfield 12:30 PM -
Getting your Facebook fans genuinely invested in the conversation Thu. Jun. 7th
is no easy task. There’s a fine line between wasting time on Face- Room 1A12
book and turning your community into a lucrative sales funnel.
You do this by investing your time and resources into understand-
ing your Fans’ needs, solving their problems and meeting their
needs in your own unique style. The key is knowing how to create
focused, compelling conversations and online experiences that
move lukewarm prospects into loyal, “gotta have what you’re sell-
ing” paying customers. This presentation will explore how to get
your fans talking and how to monetize your Facebook efforts.
Key Points – After this workshop you'll be able to take instant ac-
tion and apply these strategies to get quick results. Here are some
of the things you'll learn:
 How to find out exactly where your current Facebook traffic is
coming from (and how to keep it coming to get more fans!)
 How to determine the best engagement style for your Page to
ensure you're attracting fans who are genuinely interested in
what your're selling
 How to monetize your Facebook efforts so you're not only
building relationships but also making money as you grow your
fan base
10 Professional writing secrets to create killing content. Eric Deckers 2:30 PM to
This session will show bloggers how to create outstanding written 3:30 PM - Thu.
content, rather than relying on keyword-laden schlock and hoping Jun. 7th Room
the Google gods will be appeased. We will learn how professional 1A06
writing techniques — including copywriting, fiction, journalism,
and even poetry — can win readers, get them to share your con-
tent, and even write about it on their own blogs. With lessons
learned from Kurt Vonnegut, Hunter S. Thompson, Tom Waits, and
even the guy who said to never end a sentence with a preposition
(hint: he was wrong), we’ll learn how to create killer content that
will bring in readers.
Key Points
 What journalistic techniques bloggers can use to create short,
but effective blog posts.
 How both political speechwriters and songwriters stir emotions
through visual language and how you can too.
 Some grammar rules you learned in school are not only wrong,
they should never have been rules to begin with.
huerlimann creative communications │ ++41 (0) 79 625 45 84 │ beat@huerlimanncc.com