Back in the 1990s when Greg Jarboe was the director of corporate communications at Ziff-Davis, he advised brands to use reader service cards and separate phone numbers to measure the sales generated by PR. Today, Greg is the President and co-founder of SEO-PR, an award-winning content marketing agency that specializes in online video. He’s also the author of YouTube and Video Marketing, a contributor to Tubular Insights and The SEM Post, as well as a social media marketing instructor at Rutgers Business School Executive Education and the content marketing faculty chair at Simplilearn.
Here's where you'll find Greg Jarboe (President and Co-Founder - SEO-PR)
June 23, 2017
9:00 AM - 9:45 AM 45 minutes
Programmatic Advertising: Stairway to Heaven or Highway to Hell?
Add to Calendar 06/23/2017 09:00 AM 06/23/2017 09:45 AM America/Los_Angeles Programmatic Advertising: Stairway to Heaven or Highway to Hell? At its best, programmatic advertising enables advertisers to buy media more efficiently — helping them to craft more sophisticated and targeted campaigns at the best possible prices. But when ads are placed across more than two million websites, videos, and apps in the Google Display Network, there's always a risk that an ad will show up before or next to hateful, offensive, and derogatory content. Recently, a number of big advertisers dropped out of YouTube and the Google Display Network when their ads started running next to content that didn’t align with their values. This is relevant to every single ad tech company that buys inventory at scale that very, very targeted at low costs. All of this has triggered a conversation in the advertising industry around hard questions like, “How do we start valuing context and quality?” and “How do we ensure brand safety in a programmatic world?” This session will explore what's feasible and what you can do about it today and in the future. | Room 304CD | false MM/DD/YYYY
2:00 PM - 2:45 PM 45 minutes
How an Unexpected Mash-Up of Influencers and PR Delivers ROMI to Brands
Add to Calendar 06/23/2017 14:00 PM 06/23/2017 14:45 PM America/Los_Angeles How an Unexpected Mash-Up of Influencers and PR Delivers ROMI to Brands Over the past 15 years, public relations and online video expert Greg Jarboe has refined an innovative approach to PR using targeted identification of influencers, specific engagement strategies to attract their interest, and practical ways to measure the return on marketing investment (ROMI) for these initiatives. The results speak for themselves: $2.5 million in tickets sales for Southwest Airlines; 450,000 unique visitors in 24 hours for The Christian Science Monitor; 129,155 online entries into a cover photo contest for Parents magazine; and $29,970 in incremental revenue at a cost of only $2,323 for Rutgers Business School Executive Education. In this session, Greg will share the counter-intuitive best practices and strategies for getting a positive ROMI from your brand’s PR. Attendees (and their agencies) will learn how to identify the right influencers who impact brand awareness and brand interest, find the right engagement tactics to optimize schmoozing with each influencer, and measure the performance of your programs using metrics that really matter. | Room 304CD | false MM/DD/YYYY