Digital Impact Case Study: Digital Innovator Summit

Digital Impact Case Study: Digital Innovator Summit

Digital Impact Case Study: Digital Innovator Summit 774 598 Troy Sandidge

The Purpose

To bring awareness to the Digital Innovator Summit and provide event updates to those who are interested in topics surrounding marketing.

The Goal

To establish myself as a knowledgeable and active voice in the marketing industry and to raise brand awareness not only for myself, the company I worked for at the time, but also bring light to Digital Innovator Summit to a wider audience.

Marketing Strategy

Before The Event:

I planned and strategized for each social platform and organized all the information I would need before promoting the event including speaker names, speaker social media handles/usernames, applicable hashtags, locations to tag, and more.

During The Event:

I live-tweeted during the event by using Twitter threads. This keeps the tweets organized and it allows for easy referencing and viewing later on for all audiences present and for those who couldn’t attend.

Troy Sandidge 🚀 on Twitter

The thing that surprises marketers is probably how much more they know about things then what maybe average people understand (digital metrics, CTRs, Conversions, etc) #Innovator18

By tweeting direct quotes from the speakers, I was able to be a source of knowledge to those who were interested in keeping up with the presentations. By including real-time photos and videos within those tweets, followers can feel like they are actually at the event and they are more inclined to keep up with my tweets.

Troy Sandidge 🚀 on Twitter

Seth talks about how Will Smith got started on @YouTube. “His first video felt like a DVD” Now… He’s says “I’m finding my voice, there so much to say” his channel took off when he got scrappy and accepted a challenge from his fans #Innovator18

I used the official event hashtag (#innovator18), to reach the speakers and attendees of the event, in addition to others who were following the event remotely.

By tagging the speakers, I was able to reach them and their audiences, and show validation for the information tweeted out.

After The Event:

After the event, a blog recap was created to highlight the main takeaways and put all of the Twitter threads written together for optimal viewing.

The recap was structured as an informational marketing piece rather than a specific play by play of the event. This keeps the content evergreen and will allow us to repurpose it and update it if we were to share it again at a later time.

Within the blog post, included links to the Twitter profiles of the speakers that were mentioned.

Additionally, including these links demonstrates the accuracy, give proper credit and attribution to quotes, images, and references, and potentially establish connections in the industry.

I shared the blog post on social media to expand reach to a wider audience who may have been at the event or may have an interest in the topics discussed at the event.


By implementing this marketing strategy, I was able to reach a wider audience, build brand awareness, and establish myself and the company I worked for at the time more within the industry.

I was able to expand potential reach to Digital Megaphone’s 3,000+ Facebook followers, along with the followers of powerful social media influencers.

Sharing the recap blog on Twitter by tagging Digital Megaphone and using the proper event hashtag led Digital Megaphone to like my tweets, further expanding our potential reach to their 7,000+ Twitter followers.

Actively live-tweeting allowed me to connect on Twitter and in real life with influencers at the event. By forming these relationships in the marketing industry, I was able to build up our reputation in the digital community.


Stephanie Baiocchi on Twitter

Having a blast at the @digitalmegaphone Digital Innovator Summit! Pic with @nexgendynamics thanks to @willbyington #innovator18

Additionally, due to my excessive live-tweeting, I was named the most engaging user on Twitter out of everyone at the event, providing further validity for enthusiasm for connecting as many people as I can to the event, the company I had worked for at the time, the event itself, as well as myself.

Blog Recap: 

The blog recap was originally written with former fellow co-worker and dear friend Laura Wigodner.

  • The digital world is constantly evolving, even while you’re reading this sentence.

    As a marketer you need to bring your “a-game” to stand out in the overflowing sea of ads and social posts. You must stay on top of digital trends and regularly analyze your audience activity.

    Our digital marketing team recently attended the Digital Innovator Summit in Chicago, where we gained insights from executive marketers and strategists of successful brands and companies.

    Here are three main takeaways that we plan to incorporate into our marketing strategies, and that you, as a fellow marketer, can consider as well.

    . . .

    1) Maximize Your Audience’s Experience

    Understanding your audience is a huge part of reaching your digital marketing goals — whether it be boosting sales, improving brand awareness, or especially (and more obviously) increasing engagement.

    Audience insight is in fact so important, that every presenter at the summit emphasized on it.

    Diane Sayler (@DianeSayler), Associate Director at Kellogg’s, stressed on pushing more engagement through timely posts and content with emotion. By infusing authentic emotion into your content that your audience can resonate with, you are ultimately creating a breeding ground for conversation and connection.

    In order to exude emotion into your marketing campaigns you must understand the needs and aspirations of your audience. Go even deeper than their needs of certain products or services. With storytelling and using the correct tone and verbiage that your audience will understand and relate to, you are likely to receive a massive emotional response.

    Rob Pinkerton (@rpinkerton), CMO of Morningstar, also explained how to ensure that you don’t filter yourself out of an audience. These are the five main points he alluded to:

    Rob Pinkerton of Morningstar discussing audience retention.

    Be honest. People are drawn to raw, truthful content because it feels more real.

    Build fluidity and comfort in what you’re doing. Once you establish your brand, maintain a steady and stable image on every platform that is relevant to your brand and audience.

    Maintain a sense of authenticity. Just as Diane touched on, Rob revealed that being authentic in your marketing campaigns appeals to your audience’s deeper feelings.

    Always be listening to your audience. This one seems obvious, but it is often overlooked. Pay attention to what your audience is saying about your company and provide a response when necessary. Consistently use audience feedback to improve your product or service

    Focus on customers who see YOUR value. People appreciate brands who appreciate them. If a customer shares an image on Instagram with your product, interact with them in a positive manner. Engaging with people who enjoy your company will increase your overall engagement.

    . . . 

    2) Adapt Your Brand to Various Platforms

    There are a multitude of digital platforms that exist today, and marketers should be using them to their advantage. This ties into the audience experience as well, because people go to specific social channels for specific reasons.

    Learning the ins and outs of platforms that you aren’t currently using, and how they can help your brand, is a key step to take on your marketing path.


    “Before reach was scarce and attention was plentiful. Now reach is plentiful and attention is scarce.” Seth Wotherspoon, Head of Industry Sales at YouTube, gave excellent insight on how brands can gain attention through YouTube ads.

    It’s no secret that everything has turned digital, and that a lot of people now prefer to watch content online as opposed to traditional cable. In fact, according to a study from Fluent LLC, 67% of people reported using some sort of video streaming services and only 61% said they had a cable subscription service.

    Seth dropped an interesting truth bomb on us: people now have a shorter attention span that that of a goldfish (which is only 8 seconds long). This means that we need to catch a person’s attention within the first several seconds or we’ll lose them.

    Seth emphasized that people tend to pay more attention to YouTube ads than TV commercials due to the 3 types of video ads: a 6-second “bite” ad, a 10–30 second “snack” ad, and a 30+ second “meal” ad. Marketers should make use of the benefits of YouTube advertising to keep people focused and interested.

    Seth Wotherspoon of YouTube explains the three approaches to video advertising.


    Brian Johnson, the Midwest Partnership Manager at Pinterest, focused on the efficiency and simplicity of using the platform to find products and make purchases.

    Pinterest can greatly improve your online sales but can lead to in-store purchases as well. This is because through Pinterest, consumers are able to connect digital experiences to their real world experiences.

    Brian Johnson emphasizes on the impact Pinterest can have on customers and sales.

    Let’s say you find a recipe that you want to try and pin it to one of your boards. You can open that pin while you are at the store and look at the list of ingredients you need to buy.

    In terms of digital sales, users can click on a product that they are interested in, and it will automatically be added to a shopping cart on the provider’s website. Nowadays, people need convenience, and Pinterest satisfies that need. Consider making your brand or products more convenient, and you just might grow your audience.

    . . . 

    3) Conduct Research to Build Your Brand

    Researching and understanding your industry, your impact, and your capabilities should be a top priority in order to grow your brand to its fullest potential. It’s one thing to know the basics of digital marketing, but learning the details will take your knowledge to a whole other level.

    Lindsay Lewis (@lincognito), the social media manager at Rust-Oleum, based her presentation around the idea of visual listening. You may be wondering how it’s even possible to visually listen to something. Well, if the saying “a picture is worth a thousand words” rings a bell, then you most likely will grasp the concept.

    Say someone posts an image on Instagram of their lunch with a Coca Cola bottle appearing in the background. Even though this user did not think to tag or mention Coca Cola in any way, the brand is still noticeable.

    With visual listening, the company can spot images such as that example and use that for their research. They can take note of the hashtags used for those photos, along with other relevant products that appear in the images. They can then incorporate this data into future social campaigns so people can find their brand more easily.

    Another aspect of research that most of the presenters spoke on was analytics and data. Rob Pinkerton explained that too many marketers get lost in the numbers — they’ll focus on a big exciting number and use that as an avenue to success. But in reality, it’s more important to focus on what the data is actually saying in terms of the consumer’s experience.

    When analyzing your data, recognize what is working and what is not, in terms of social engagement, sales, and brand awareness. If you take the time to sort through each aspect of your data instead of looking at the bigger picture, you’ll be able to determine the necessary changes you need to make to be a successful marketer.

    . . .

    The overall takeaway from the Digital Innovator Summit is simply this: make your audience a top priority in every campaign that you pursue to gain and retain engagement and customer satisfaction. Revenue is a huge part of your strategy, but you cannot stray from the needs of your audience. Balance is key when it comes to digital marketing.

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