| 7:00-6:30pm |
Registration |
| 7:30-9:30am |
Morning Coffee |
| 7:45-8:45am |
Introduction to Search Engine Marketing
This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimize them to gain "natural" or "organic" traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to Search Engine Strategies events.
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| 9:00-10:00am |
Conference Welcome & Opening Keynote
Guilty Marketers - Wasted & Wishful Multi-Channel Marketing Spend
Are you or someone you know, guilty of knowingly or negligently wasting marketing dollars? Odds are you have been and probably still are guilty and don't even recognize it despite best intentions. In this keynote, Mikel Chertudi will uncover the reasons for our guilt and wishful thinking when it comes to where and how we spend marketing dollars - he'll also point out that when it comes to marketing investment, "Hope is not a Strategy." As future heads of marketing, he'll help you understand how to ask the right questions to avoid the pitfalls associated with "mis investing" our resources across channels and tactics. We'll discuss how we can rise to the top by taking control of the marketing mix, creating proper attribution models, and viewing marketing as an investment portfolio where we optimize greater and greater returns as opposed to viewing it as the old marketing cost center of the past.
- Keynote Speaker:
Mikel Chertudi, SES Advisory Board; Senior Director of Marketing, Adobe
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| 10:00-10:30am |
Grand Opening of the Expo Hall |
| 10:30-11:30am |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
The Tools of the Trade for SEO
If you are responsible for your company's search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
- Speakers:
Ron Jones, President/CEO, Symetri Internet Marketing
Jamie Smith, CEO, Engine Ready
Paid Search Track
Analytics for Paid Search
Advertisers have been paying billions of dollars for clicks in search engine advertising platforms for years. With an array of new targeting options (display ads, new ad formats, remarketing, Facebook, etc.), it's an important time to prioritize how you analyze PPC campaign data and act on it. In PPC, the job of an analyst is not to come up with obscure statistical nuggets, or to nitpick on small points. Rather, the analyst should be nimble, tightly aligned with business results, and capable of moving smoothly between fine details and core business drivers. Which metrics are worth your time? What new tools and reports are useful? Which will waste your time? Is it time to step up your use of campaign automation? How can you build a better dashboard to help synthesize multiple campaign efforts? And if there is an Occam in the audience, will he please identify himself and come forth with his Razor, so we can answer all of these questions in one hour or less?
Social Media Track
Winning! Measuring Social Media Success
So you're tweeting daily, updating your Facebook status and blogging on your website. Maybe because you feel you need to, or maybe because everyone else is doing it. But what value do these efforts bring you and how do you measure the return you get? What's the value of a fan or follower, and how do you know if you should continue what you're doing or switch up your strategy?
Come to this session prepared to learn meaningful social media metrics, ways to measure your efforts and tactics to refine your strategy.
- Moderator:
Jason Yormark, VP of Marketing and Social Media, Strategies 360
- Speakers:
Eli Goodman, Media Evangelist, comScore, Inc.
Tami Dalley, Director, Analytics and Insights, Buddy Media
Accelerator Track
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session will take a look at all canonical issues and explore repairs and solutions.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
- Speakers:
Eric Enge, President, Stone Temple Consulting
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Kick Start Track
Introduction to Paid Search
Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.
- Solo Presentation by:
Melissa Mackey, Search Marketing Manager, Fluency Media
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| 11:30-11:45am |
Session Interval |
| 11:45-12:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
Information Architecture for the Modern Website
We all know how to develop sites to be search friendly but how do we architect sites for the rapidly evolving cross-media challenges of social media, real time and user generated content. Come learn how design and deploy a next generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.
- Solo presentation by:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Paid Search Track
Paid Search Competitive Analysis
An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. In this session, we take a close look at what tricks you can use with search engines to analyze your competitors' game and also what free and premium tools are available to deep dive into their strategy. Join us for a candid discussion as panelists reveal their secrets for monitoring competitive forces and threats while sharing tips that can be successfully applied to any business intelligence effort. After attending this session, you'll have the skills to easily discover what keywords your competitor is targeting, how much your competitor is spending on ads, and be able to identify opportunities your competitor is missing.
Social Media Track
Automating Social Media: Creating & Distributing the Message
Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter and other Social Media outlets can help your business reach more customers, influencers and audiences than ever before. If you've been experimenting with Social Media and want access to advanced tactics for identifying influentials, effective messaging strategy, integration with other social media, operationalizing message distribution and measurement, then this is the session for you. Lady Gaga and Justin Bieber might have the followers, but this session will focus on results.
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Sponsored Session
Enterprise PPC: Capturing Demand while Governing Your Brand
Marketers lose significant dollars because of keyword cannibalization from within their own organizations, whether it's multiple divisions or multiple physical locations creating conflict. What a waste! Companies also miss opportunities to lock out the competition by leveraging brand equity. In this session, specifically intended for enterprise PPC campaigns, Performics will teach you how to create governance strategies that drive more revenue to your bottom line.
What you will take away from this session:
- Governance analysis: How to assess your current governance opportunity
- Intent analysis: How participant intent drives governance decision making
- Governance implementation: What are the core dependencies of implementing a successful governance strategy
Kick Start Track
Introduction to SEO
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.
- Solo Presentation by:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
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| 12:45-2:00pm |
Networking Lunch |
| Mobile - Touch the Future of Business |
| 2:00-3:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
Metrics for SEO
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.
- Moderator:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
- Speakers:
Ben Bailey, Director of Analytics, SiteLogic
Jon Morris, Founder and CEO, Rise Interactive
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Sponsored Session
Microsoft adCenter Desktop Lab
Join us for an interactive walk-through of the newly innovated adCenter Desktop tool. We are excited to demonstrate the improvements and latest upgrades we have made to make this a more effective and compelling tool altogether. See for yourself, join us and learn about how we have improved: performing bulk updates across multiple campaigns, ad groups, keywords, and ads; generating and researching new keywords; working online or offline; and importing your campaigns from other paid platforms. Feel free to bring your laptop and follow along!
- Speaker:
Paul Corkery, SMB Operations Program Manager, Search Platform & Tools, Microsoft Advertising
Social Media Track
Score! Social Media and Sports
We've all heard the stories about major league athletes using social media to further their personal agendas. But by now, just about every major sport, league and team has also embraced social media as a sure fire way to win fan engagement. What this means for the organizations is access to many more fans way beyond the capacity of their stadiums.
In this very fast-paced session, you will hear from the team organizations themselves as they share their experiences on Facebook, Twitter and YouTube. You will learn first-hand how these social media outlets are providing the organizations with new and lucrative outlets for sales through promotions, email, tweets and mobile phones.
- Moderator:
Jamie Trecker, Senior Writer / Columnist / Analyst, Fox Sports and Fox Soccer Channel
- Speakers:
Scott Reifert, Vice President of Communications, Chicago White Sox
Bryan Srabian, Director of Social Media, 2010 World Champion San Francisco Giants
Peter Stringer, Director of Interactive Media, Boston Celtics
Accelerator Track
User Generated SEO
UGC is huge and emerging part of social commerce. It is not only good for SEO, but has a profound impact on conversion, return rates, order value and external messaging. This session will emphasize the SEO gains that come from strategic use of UGC, but will also highlight the holistic value and typically untapped opportunities related to UGC. By the time of this event, we expect to have new case study data and examples to keep this topic fresh and relevant.
- Solo presentation by:
Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice
Kick Start Track
Introduction to Analytics
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.
- Solo presentation by:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
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| 3:00-3:30pm |
Afternoon break in the Expo Hall |
| 3:30-4:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
Strange Encounters of the SEO Kind
 Programmed by: Chris Boggs
This session talks through some of the trickier issues that SEOs have encountered across their career, and gives an insight into how they noodle through problems that at times just didn't make sense. Pages that stopped ranking, when there were no apparent spider stoppers, news pages that weren't in the index until exactly 7 days had passed, and news pages that failed upon crawling despite them returning a 200 server code are some examples of strange SEO encounters that will be discussed. This session will help you formulate a plan of attack when you encounter your own, seemingly unexplainable, issues on your site.
Paid Search Track
Audience Choice: Signed, Sealed, Delivered: Selling Inbound Marketing
This session will cover the full process of selling search, from initial contact through to closing a deal and growing existing business. What are the methods that are drawing the best results to generate warm leads? Is it SEO itself, cold calling, inbound/content marketing, blogging, speaking, PPC, networking? Of course it's a mix but what is driving the most targeted and profitable clients? You will also learn advice on the most effective ways to get a speedy close on a deal - is it case studies, site audits, showing potential revenue increases? Finally the session will focus on how to not only maintain and keep existing accounts, but also look at creative ideas to grow accounts in unique ways.
- Moderator:
Kathleen Fealy, President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.
- Speakers:
Kent Schnepp, Vice President of Business Development & Marketing, ethology
Geoff Shenk, Managing Director, North America, Kenshoo
Social Media Track
Social Media Solutions on a Budget
Don't be frustrated by the overwhelming world of social media marketing! You don't have to be a Fortune 500 company to be social media relevant. Getting your company or organization started with social media doesn't have to be a pricey proposition. There is a wealth of great free to low cost tools and strategies that can you have up and running in no time. By leveraging these great resources you can use social media to drive new business, create awareness, and become engaged with your target audience. You'll learn how to:
- Take advantage of great free and low cost tools that cover managing conversations, measuring reach & engagement, and developing/publishing great content.
- Leverage lesser known social media channels to increase exposure and reach.
- Create great social media friendly content to build trust and authority inexpensively.
Accelerator Track
Conversion Tools of the Master Craftsman
Know something is wrong with your landing page, not sure what? Or maybe you need to convince your designer or management? Join these two titans of web conversion for a high-speed tour through dozens of free and paid tools that can help you identify - and fix - your conversion issues. From usability testing and visual attention heatmaps to keyword and SEO tools and engagement analytics, you'll learn the secret weapons that these conversion masters rely on daily.
- Solo presentation by:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
Kick Start Track
Introduction to Social Media
Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, FourSquare, YouTube, Flickr, Wikipedia, Review Sites, Digg, and more. The session will also include suggestions how to integrate social media with other channels of online marketing effectively.
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| 4:30-5:30pm |
Meet the Experts: Roundtable Forum
Join us at our ALL NEW "Meet the Experts Roundtable Forum" where you'll have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on different key topics and featuring 2 experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely between different roundtables to make sure you get the most out of this session. After the forum, take your conversation and new contacts with you straight into the expo hall for our networking cocktail reception where you can continue the discussion over a few drinks.
Roundtable topics include:
Facebook Ad Formats
Matt Lawson, Vice President of Marketing, Marin Software
Merry Morud, Online Marketing Account Manager, aimClear®
Customer Engagement
Sultan Ghahtani, Regional Director, Midwest, Sitecore
Jamie Trecker, Senior Writer / Columnist / Analyst, Fox Sports and Fox Soccer Channel
SEO, PPC, SMO: Trends for 2012
P.J. Fusco, SEO Manager, Covario, Inc.
Angie Schottmuller, Founder, Interactive Artisan
PPC For Ecommerce
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Michael Mothner, Founder & CEO, Wpromote Inc.
Local and Social
Joe Melton, Senior SEO Account Executive, SlingShotSEO
Gregg Stewart, President, 15miles
Optimizing Landing Pages
Peter Moore, SSL Product Marketing, Symantec
Joseph Kerschbaum, Vice President, Clix Marketing
Mobile, Search and Social
Geoff Shenk, Managing Director, North America, Kenshoo
Lisa Buyer, President & CEO, The Buyer Group
SEO Content Marketing
Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice
Kate Griwert, Head of Content Marketing and Communications, Brafton
Enterprise SEO
Mitul Gandhi, Chief Architect, seoClarity
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Link Building
Annada Prasad Padhy, CMD, Auroin
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
Social Media Metrics
Jin Han, Director of Online Media & Search, Compete Inc.
Sundeep Kapur, Digital Evangelist, NCR Corp.
Conversion, Testing and Analytics
Anthony Borszcz, Director of Business Development, Deluxe for Business
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
Generating Leads from PPC and SEO
Michelle McKinley, Media Buyer, Round Sky
Matt Van Wagner, President, Find Me Faster
Video Optimization
Jonathan Allen, Director, Search Engine Watch
Greg Jarboe, President & Co-founder, SEO-PR
Brand Content - Where to Engage
Erica Charney, Associate Director of CPG, iProspect
Krista Neher, CEO, Boot Camp Digital
Challenges Facing Retail SEM
Dan Morrison, Senior Search Marketing Manager, Adchemy
Eric Enge, President, Stone Temple Consulting
Analytics Driven Engagement
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Craig Condon Siegal, Strategy and Deployment Specialist, LivePerson
Continuous Improvement for Websites
Keith Hagen, Revenue Engineer, Conversion IQ
Bob Tripathi, Founder, Instant E-Training
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| 5:30-6:30pm |
Networking Cocktail Reception in the Expo Hall |
