learn2021 DIGITAL MARKETING Continued
accounts they’re following, which YouTube channels they subscribe to, and so on. SparkToro automates this process, which can also be done manually by searching through platforms like Facebook, LinkedIn, and Twitter.
What About Algorithms? Asked about the relevance of search engine algorithms – those processes that determine who ranks highest on their front pages – Fishkin says he usually tells companies to focus on creating relevant content and then directing traffic, energy, and effort back to your own website and/or email lists.
“Google, Facebook,
Twitter and other income- earning platforms are incented to keep their traffic on their own sites,” he points out. “Algorithms are there to optimize for streaks of engagement – but you can pull bits of traffic back to your site and get people onto your email list. These are the two channels that you can actually control.”
Learn more about how to up your digital marketing game during the Learn 2021 educational breakout on May 12 at 1:30 p.m. CDT.
Plan. Check out the Learn 2021 conference schedule to plan how you’ll participate.
16 FEDA News & Views
MENTOR UP MENTOR DOWN
WEDNESDAY, MAY 12, 2:45 P.M. TO 3:45 P.M. CDT
LEADERSHIP
CEOs and young leaders from foodservice equipment distribution will describe their own successful real- world examples of learning from each other to lead together and make their companies stronger. The session will feature one executive and two emerging leaders from two FEDA member companies: Burkett Restaurant Equipment & Supplies and Zepole Restaurant Supply. Each team will detail how their senior leaders work with young professionals to create and embrace a shared vision for their organization, and how mentors and mentees engage in two- way learning to develop bestpractices, foster career growth, and implement initiatives that make their company stronger.
Conference Schedule Please note, all events occur in CDT.
MONDAY — MAY 10, 2021 10:30 A.M. – 3:30 P.M.
FEDA COUNCIL AND COMMITTEE MEETINGS AND PRESENTATIONS Advocacy Council Education Committee Industry Technology Committee Young Industry Leaders Steering Committee
TUESDAY — MAY 11, 2021 10:30 A.M. – 11:35 A.M. OPENING SESSION
WELCOME AND OPENING REMARKS Michael Keck Chairman, Board of Directors FEDA and FEDA Education Foundation President, Concept Services
FEATURED PRODUCT PRESENTATION SPONSOR REMARKS
KEYNOTE PRESENTATION WITH Q&A Tom Benè President and CEO
National Restaurant Association
Moderator Steve Don, President and CEO Edward Don & Company
FEATURED PRODUCT PRESENTATION 11:30 A.M. – 12:30 P.M. PARTNER EXCHANGE SESSIONS
David Greene Brian Kadel DDI System ITW Food
Equipment Group
12:30 P.M. – 1:00 P.M. BREAK
1:00 P.M. – 4:00 P.M. PRODUCT EDUCATOR BOOTHS 2:30 P.M. – 4:00 P.M. VIP SESSION
Steve Willoughby Jackson WWS
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