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WebCongress Miami 2012

11/29/2012 8:00 AM - 5:30 PM

Due to the success of the previous editions of WebCongress in Europe, this year it takes a trip across the pond to teach you how to sell more and better online.

THEME: Sell More and Better Online

1. Discover the best practices and tendencies in capturing users and converting them into customers.

2. You will be able to attend practical sessions where you will develop your SEO, Google Analytics, Mobile Commerce, or Email Marketing skills.

3. You will learn the first-hand experiences of companies such as Lan, Privalia, Camper, and Liverpool.

350 Attendees

20 Expert Speakers

10 Hours of Training

15 Conferences

4 Practical Workshops


8:00-9:00 Accreditation

9:00-9:20 Welcome Speech (Susan Amat, Executive Director,

Through regular individual and group consultative sessions, workshops, and networking events – and through the good work of a network of local Venture Coaches – The Launch Pad is strengthening an entrepreneurial culture at the University of Miami and helping students and alumni from every school, college, and campus transform innovative ideas into successful and sustainable South Florida enterprises. The Launch Pad programs connect ideas, people, and resources; providing advice and guidance; building relationships with experts in the local business community; and thus increasing the likelihood of bringing new enterprises – whether for-profit or not-for-profit, to South Florida.

9:20-9:40 SEM Focused on Sales (Google)

According to ComScore, more than 1 BILLION people use Google’s search engine every month. Google owns over 66% of the search engine market share in the USA. Over 30,000 searches are performed on Google every second… What these enormous numbers really mean, is that you, as a business owner, should be advertising in at least some form through Google. Most businesses can’t afford not to. Or can they?

9:45-10:10 Selling with Twitter, is it possible? (Laura I. Gomez, Twitter)

10:15-10:45 Content Marketing: When the Publicity Appears at the Right Moment (Leo Prieto, betazata)

Every day, 300 million Hispanics connect online to search for or share content. It does not matter if you are in social networks, blogs, YouTube, travel websites, or e-commerce sites. It also does not matter if the content is informative or entertaining, the content is what attracts online traffic.

In the next 12 months, this number will increase to more than 400 million in our region. If we achieve to understand what content is really key, we can start imagining how to create experiences that capture the interest of our audience and how we can convert them into clients.

Leo Prieta is the founder of Betazeta, the biggest social communications network in Latin America. He is also the creator of FayerWayer, the most influencing Spanish blog in the world (according to During his speech, he will share the secrets to creating communities based on content that attracts more than 10 million people every year and to working with major brands around the world by creating high-impact experiences. Furthermore, he will also speak about the preparation and focus need to continue to attract an audience that is every day more connected in the online world.

10:45-11:15 Break

11:15-11:40 Selling through Email Marketing (Sundeep Kapur, NCR)

Email is a very powerful way to communicate and connect with your consumers. It will even help you improve your social media marketing and connect with consumers on their smarter mobile devices. Here are 11 very important considerations for you to move your email marketing to a higher level. From segmentation, to content, to metrics, to deliverability, to building trust; Sundeep will share case studies that will leave you with more than 50 practical ideas to enhance your consumer engagement.

11:40-12:05 Giving Economic Sense to an Online Campaign (Sergio Barrientos, Havas Media)

12:05-12:45 Panel: Efficient Online Campaigns (Jose R. Costa, Burger King)

The effectiveness of an online campaign is the essential goal of any advertising campaign.

There is no doubt that you have to do a good job prior to the campaign in order to be sure what audience will be reached and which are the campaign goals, but there are elements involved in the process such as the language, the message, the segmentation, measurement, return on investment, “engagement”, etc … and others that can positively or negatively influence the results of an online advertising campaign.

Some issues to be discussed will include:

- Are there enough measurement tools and are these accurate enough to ensure success in the online campaigns?

- There are professionals who still measure the effectiveness of a campaign if you have a high or low CTR. Is this correct? In which case is it correct and in which is it not?

- What are the most accepted ways to measure effectiveness in social media campaigns?

- Does a Facebook “Like” or a “follower” in Twitter really have any economic value?

12:45-2:00 Lunch

2:00-2:25 Social Commerce or How to Convert a 'like' Into a Purchase (David Boronat, multiplica)

Nowadays, nobody can question the fact that social networks are transforming the way we discover new products, how we ask for recommendations and advice from friends and acquaintances, and how they influence us.

That said, many of us could not imagine an online world without websites such as Facebook, Twitter, or Foursquare. The changing speed and force in which we communicate nowadays has been truly surprising. Companies have understood this and in the last several years, many marketing departments focus solely on social media. But are these companies truly prepared to commercially invade these new digital mediums? In other words, will Internet users be convinced and persuaded in such personal and private social spaces?

We still do not know exactly what the real social network impact will be in terms of generating business and sales, but no one dares to underestimate its potential after the influence that social networks have had in such a short time. Because of this, the speaker affirms that online sales will be social purchases or will not exist at all. Will social networks be the platforms where social commerce develops? The answers to these questions and the key principles on how to get the most out of social networks will take place in this passionate conference that you won’t want to miss.

2:25-3:05 Panel: Selling More in Retail (Expert Panel)

Towards the end of 1990, Meg Whitman, current President and CEO of Hewlett-Packard said that she could not believe that someone could buy a car through Ebay. Presently, it is one of the biggest and most profitable categories of the American website (last year it surpassed $47 million dollars in sales). Today, the struggle is not in whether or not you sell online but rather it has translated into the timeliness of delivery: provide the product that same day (in some extreme cases that same hour). What is seen today as a logistical miracle—ordering and delivering in a day or less—soon will be the norm.

-Location-based advertising is key for retailers to attract consumers who are close to their locations through a targeted ad; leading to a dialogue with the customer through tweets or check-ins “I’m at Walgreens”. How can we handle this?

-Amazon made an announcement several days ago that it had begun to give out loans to small and medium sized companies that offer their products online, making it the first to provide financial services to its retailers. Google will issue its own credit card to popularize its AdWords advertising system. How will this affect the retail world?

-Shopping is a 100% social experience: What role can Foursquare play in the increase of your sales offline, in other words, in your physical stores?

-Websites that offer private sales have come to stay: Competition or your best friends? Discover how to use their potential to your benefit.

3:05-3:45 Panel: Travel Sales (Expert Panel)

Again, Google revolutionizes trip and flight searches on the Internet with its products Google Hotel Finder and Google Flights. Misinformation or misinterpretation of these tools could lead large and medium sized firms to lose a large part of their income. We will tell you how to take advantage of these recent developments:

-Discover how leading travel companies are incorporating themselves to these new search engines through the Mountain View king.

-Google seems reluctant to promote other search engines and focuses on inputting OTAs and the direct website that it is promoting. Why? What implication does that have on your search engine marketing strategy? Will the dependency that hotels have on intermediate sales channels increase?

-Is it possible to reduce the investment in Google without running the risk of a decrease in revenues?

-Information is power but sometimes an excess of information can be counterproductive when it comes to selling: Is the Internet user prepared for that amount of information when it comes to selecting a flight?

3:45-4:15 Break

4:15-4:40 App or no App? That is the question! (Expert Panel)

-Almost 70% of smart phone users affirmed that they “would almost never leave the house without their phones”.

-On the contrary, tablets are seen more of a center for media consumption, 70% of users stated it was their “entertainment device”.

-The most interesting: Portability does not mean distance? Almost all users of smartphones and tablets (91% and 97% respectively) say that the place where most use both devices to consume is…at home!

With around 700,00 apps available and more than 24 billion downloads, nobody is foreign to what is happening in the mobile world. Learn all of this and much more in this session dedicated to mobile devices that are radically changing the consumption of digital and traditional media. You can’t miss out!

4:00-5:05 Panel: Interactive TV is Here: Talk to your Consumer through TV! (Expert Panel)

5 broadcast networks, 117 cable networks, Netflix, Hulu, YouTube, HBOgo, iTunes, Amazon Prime, VOD…During the past year, interactive TV (iTV) experienced significant advances. With 75% of US households exposed to some type of iTV advertisement—more than 200 million consumers—the audience can now use their remote control to engage a two-way dialogue with brands. With major advertisers already using this innovative form of communication, the iTV is transforming the television into a vehicle for brand recognition and massive engagement.

-Interactive television allows for a strategy that changes a consumer’s passive attitude and converts him or her into the petitioner in the dialogue with brands, in addition to promoting the convergence of different channels and devices.

-What challenges does the industry face and what initiatives are they working on to boost iTV?

-Interaction with actors and presenters is now possible: Where does the fiction end and the reality begin?

5:05-5:30 Learnings and Closing Speech (Ouali Benmezaine)

Learn More: WebCongress Miami 2012

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