| 8:00-6:00pm |
Registration |
| 8:30-9:30am |
Morning Coffee |
| 9:30-9:45am |
Morning Briefing with Mike Grehan |
| 9:45-10:45am |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
SEO 2.0: Less is More
As the online marketing community becomes more aggressive with SEO campaigns, even when they are following all of the rules, is there a point at which over optimize? When focusing purely on SEO, many companies lose site of the end goal - to provide information to users. When is SEO overdone and how can you prevent this from happening on your website? Are there Tsunami warning indicators to get out of the game before Google's next Panda hits? Learn from this panel of SEO experts how to find the ideal line for your site - not overdoing SEO but also not leaving organic search traffic to your competitors.
- Moderator:
Eric Enge, President, Stone Temple Consulting
- Speakers:
Kathleen Fealy, President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.
Sam Michelson, Chief Executive Officer, Founder, Five Blocks
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Sponsored Session
Reeling them In: Attract and Convert Your Audience through Smart Optimization
Customers are saturated by the sheer volume of messages coming to them from every direction, at every moment. Average conversion rates are from one to two percent, only proving how inefficient and ineffective most marketing campaigns are at achieving a true voice. So, how do you get heard in such a noisy world? Real-time testing and segmentation optimizes all online advertising and marketing campaigns. In this session, we'll explore how to gain valuable insight from all your campaign data, regardless of channel, and leverage that data to successfully attract and convert your audience.
- Speaker:
Matt Malden, VP of Marketing, Autonomy, an HP company
Social Media Track
Social Media Signals in Search
The winds of change are blowing. Both Google and Bing are making rapid moves to integrate social elements into their search results. Bing has a strong deal in place with Facebook and is leveraging that as much as it can. Google has launched its +1 button for web sites and is likely to make more significant moves. The social sites themselves are making rapid changes. Facebook offers Like buttons, Send buttons and Share buttons. Twitter has now launched their Follow button. How are all these changes going to affect you as a publisher? This can't miss session will give you insight into what is happening and how it affects your web site publishing strategy.
- Moderator:
Rob Garner, Vice President, Strategy, iCrossing
- Speakers:
Andrea Fishman, VP of Global Strategy & Managing Partner of BGT Chicago, BGT Partners
Jim Yu, Founder & CEO, BrightEdge
Accelerator Track
Crossing the Digital Divide: The Leap from Search to Display
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. (That's a shift of power that search marketers can definitely appreciate!) In this session you will hear a "101" introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a first foray into exchange-traded display to broaden their media mix.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Speakers:
Alan Chapell, President, Chapell & Associates
Dax Hamman, Chief Revenue Officer, Chango
Marc Poirier, Co-Founder and CMO, Acquisio
E-Commerce Track
How to Drive 51%+ Conversions Through Email Auto-Responders
It is hard to automate without personalization. It is equally hard to personalize if you automate. Businesses can strive to create connections with those that they serve if they follow some key principles to improve their email auto-responders. Businesses have driven improvement by focusing on timing, tone, format, preferences, and follow through. Join us for a case study based session where you will be taken through specific tactics used by a retailer, a cataloger, and a financial institution to drive a higher level of engagement.
- Speakers:
Sundeep Kapur, Digital Evangelist, NCR Corp.
Jen Sato, Interactive Marketing Manager, 2x10 Home Buyers Warranty
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| 10:45-11:15am |
Morning Coffee break in the Expo Hall |
| 11:15-12:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
Panda vs. Human: Advanced eCommerce SEO & UX
Pleasing every human is difficult. Different demographics have different preferences and we must design interfaces that work well for all of them. Designing an interface that is also easily crawlable for robots pandas - another animal entirely - will often present seemingly impossibly different considerations.
This session will introduce cutting-edge human interfaces from Greg Nudelman's Designing Search: UX Strategies for eCommerce Success - and then consider the same interface from the view of the panda. The speakers will also explore the considerations in satisfying both audiences in each of these designs. When there is a conflict, they will present some alternatives and compromises, such as novel faceted search controls and super-powered breadcrumbs with information scent that both humans and pandas are sure to love.
Paid Search Track
Landing Page Optimization
 Programmed by: Bryan Eisenberg
Getting someone to come to your website is only half the battle. Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash course in how to tune and tweak your key web pages to get the conversion.
- Moderator:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
- Speakers:
Patricia Hader, Sr. Director, Digital Marketing, Direct to Consumer, Travelers
Nathan Richter, Strategic Services Director, Monetate
Social Media Track
Social Media Linking and Promotion
The surge in social media usage has created opportunities (and frenzy) among link building, SEO, and public relations professionals. It's true that links are shared now by people in multiple ways that didn't exist just a few years ago. But what is the true effect and strategic value of these shared links? How do you encourage or spark the sharing of links and what is the impact on click traffic and search rank? In this session the panelists show live examples of the many ways social media can be used, and sadly abused, for link building and publicity purposes.
Accelerator Track
The Convergence of Search, Social, and Content Marketing
The Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your audience will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
- Speakers:
Aaron Kahlow, SES Advisory Board; Chairman & Founder, Online Marketing Summit
Arnie Kuenn, President, Vertical Measures
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
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Sponsored Session
Manage Large Search Campaigns More Efficiently with DoubleClick Search V3
Forrester Research teamed up with Google to help quantify the financial impact organizations see when they use a search engine management tool like DoubleClick Search V3. Come hear what they discovered and see first-hand how your search team can be more efficient in their day-to-day workflow, reporting, and bid optimization activities. We'll give you a live demo of the latest features in DS3 and share our plans for the next couple of months. Also, get a sneak peek of our vision for the rest of the DoubleClick Platform and see how search is just one of several online channels you should be thinking about for 2012.
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| 12:15-1:15pm |
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 luncheon where you can continue the discussion!
Roundtable topics include:
Facebook Ad Formats
Matt Lawson, Vice President of Marketing, Marin Software
Noran El-Shinnawy, Director of Marketing, BoostCTR
Customer Engagement
Sultan Ghahtani, Regional Director, Midwest, Sitecore
David Greenbaum, Founder and CEO, BoostCTR
SEO, PPC, SMO: Trends for 2012
P.J. Fusco, SEO Manager, Covario, Inc.
Kevin Lee, Co-Founder & Executive Chairman, Didit
PPC For Ecommerce
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Michael Mothner, Founder & CEO, Wpromote Inc.
Local and Social
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Joe Melton, Senior SEO Account Executive, SlingShotSEO
Optimizing Landing Pages
Peter Moore, SSL Product Marketing, Symantec
Joseph Kerschbaum, Vice President, Clix Marketing
Mobile, Search and Social
Angie Schottmuller, Founder, Interactive Artisan
Geoff Shenk, Managing Director, North America, Kenshoo
SEO Content Marketing
Kate Griwert, Head of Content Marketing and Communications, Brafton
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
Enterprise SEO
Mitul Gandhi, Chief Architect, seoClarity
Simon Heseltine, Director of SEO, AOL Inc.
Link Building
Annada Prasad Padhy, CMD, Auroin
Eric Ward, President, EricWard.com
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
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
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
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
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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| 1:15-2:30pm |
Networking Lunch in the Expo Hall |
| 2:30-3:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
The Basics of Link Building
Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.
- Solo Presentation by:
Eric Ward, President, EricWard.com
Paid Search Track
Taking Over a Paid Search Account Like a Pro
Your new employer just handed you the keys to their AdWords account and expects you to be able to perform miracles where their last SEM manager failed. What are the keys to transitioning an existing account so that you have the highest chance to succeed?
In this session, industry leaders Performics, iProspect, and Fuor Digital will share best practices for taking over an existing paid search account and sophisticated techniques designed to maximize the outcome of transition. The panel will share insight into how changes to campaign structure, ad copy, match types and keyword negatives can improve efficiency and overall effectiveness. Speakers will reveal expert tips and tricks culled by some of the world's most demanding SEM advertisers.
The panelists will take attendees step-by-step through the process of taking over a paid search account and offer professional tips and tricks at each key phase of the process:
- Immersion. The first step is to interview people and learn as much as possible about the account. The panel will discuss techniques in assessing why the previous SEM team failed, what worked, and how to set the right expectations going forward.
- Account Audit. Learn how to quickly and easily identify problem areas in an existing account, including key red flags to look for that get to the heart of issues. The session will demonstrate how to determine if an account needs to be completely rebuilt or if it's salvageable.
- Project Plan. Time is money. Based on the Immersion and Account Audit phases, the panel will discuss how to put together a plan that optimizes the transition process. Attendees will learn how to parallel path key steps so the account takeover is seamless.
- Research. Past data may lead you in the wrong direction. The panelists will impart the tips and tricks they use to gather comprehensive research quickly and ensure the Build Phase goes right; including how to find vital bits of information that the previous SEM team may have overlooked.
- Build Phase. Building upon an existing account is a lot different than starting from scratch. The panelists will share how to determine which parts of the existing account can be kept and which parts need to be trashed, how to expand upon existing keyword lists, what can be learned from existing creative, and how to maximize your use of match types.
- Execution. The panel will share the checklists pros use to ensure they're on the right track, as well as what resources and tools are needed to get an account up and running. This includes divulging setup tips, such as proper geo-targeting and day-parting techniques to maximize early success. Also, when to recommend other search supply sources and when to hold off until an account is on track.
- Launch. It's important to determine within the first few days of launch if the account will be successful or not. Attendees will learn the warning signs that the rebuild has gone horribly wrong, whether immediate tweaks need to be made, or if an account just needs to get its legs first and have Quality Scores normalize before making changes.
Social Media Track
Screw Viral Videos
Win with base hits instead of swinging for the fences and always striking out.
Jeffrey Harmon, Chief of Marketing at Orabrush, and Austin Craig, Orabrush spokesman, take a deep dive into how Orabrush's "Reverse Marketing Model" has accumulated over 39 million views on YouTube through small victories and a sustainable strategy.
Accelerator Track
Audience Choice: How to Show Your Wins at Search Marketing with Web Analytics
Web analytics can be an extremely powerful tool when used appropriately. There are a myriad of metrics that can be tracked and the data can be analyzed and presented to identify crucial weak and strong areas on your website. All of this information can be translated to increase your knowledge about your customer base and their reaction to your site, which will in turn, increase your bottom line. What do marketers need to do to make individual clients special in terms of reporting? What levels of customization should report design reflect? Although some of these aspects of reports are auto generated by computer, the key is to not just handover a summary report filled with facts or plain numbers, but what should the focus be? Structure? KPI's? Next Steps? Dimensions? All of the Above? This session will explain the process of reporting and how to use and present analytics to show your wins at search marketing with web analytics.
- Moderator:
Andrea Fishman, VP of Global Strategy & Managing Partner of BGT Chicago, BGT Partners
- Speakers:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Michael Pantoliano, SEO Consultant, Distilled
E-Commerce Track
Navigating "The Dip": Planning a Successful Site Re-launch
Seth Godin's inspirational little book, The Dip, anticipates a downturn in business anytime you must apply foresight to re-engineering and re-launching a product or service on a sounder footing. To take things to the next level, sometimes you must break the happy continuity of your existing but stagnant operations. This session provides criteria for deciding when a full website re-launch is warranted, and what to expect in terms of short-term hiccups and continuity problems. Manage your 301 redirects? Sounds good on paper, but what really happens to all your business metrics when you re-launch? Case study speakers address medium to long term goals in terms of improved conversion rates, site architecture, user experience, and more, that should improve bottom-line performance from all channels, with particular attention to best practices in SEO and PPC. Panelists report recent real-world results, not just armchair theory.
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| 3:30-3:45pm |
Session Interval |
| 3:45-4:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
Bringing SEO In House: the Pros and Cons
Managing SEO in-house at mid- to large-sized organizations can pose many challenges. Once a company decides to start SEO in-house, what's next? In this session you'll learn what you'll need to do in order to manage a successful in-house SEO program that runs smoothly and successfully. There are many groups involved in SEO besides the subject matter experts and if you are responsible for SEO, you need to learn and implement tactics that will increase the productivity and reduce the frustrations you face on a regular basis. Come and hear our marketing experts deliver the keys to success in building well-integrated search marketing programs that thrive on support from all levels of the company.
Paid Search Track
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
Social Media Track
Local + Social: the Future of Promotion
Clearly two of the hottest categories in online marketing are local search and social. Find which data feed services work best for mass local listings online and on the mobile web plus which social networking features have the most effect on local marketing. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
- Speakers:
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Gregg Stewart, President, 15miles
Accelerator Track
Channel Surfing: Measuring Profit & ROI Across Channels
 Programmed by: Mikel Chertudi
Visitors take interesting paths on the way to your shopping cart, surfing through a variety of ads and search listings before arriving at your site. Which types of ads or combination of ads are the most likely to lead to conversion-your display ads, Facebook ads, branded PPC ads or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. In this session, the panelists will identify various methods for determining attribution and will pinpoint common attribution misconceptions.
- Moderator:
Mikel Chertudi, SES Advisory Board; Senior Director of Marketing, Adobe
- Speaker:
Wes Nichols, CEO & Cofounder, MarketShare
E-Commerce Track
e-Commerce Analytics: 3 Reports You Can't Live Without
If you are looking to get more out of your ecommerce efforts, and want to go deeper in using analytics to drive better decisions, this panel will be your guide. Let these analysts share the 3 most valuable reports they use for e-commerce and how they use those reports to generate income, increase profits and make better marketing decisions.
Learn WHAT the reports are,
WHY they are so valuable,
WHERE you can generate that report,
and HOW you can apply it to your business
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| 4:45-5:00pm |
Session Interval |
| 5:00-6:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO Track
SEO is Dead: Long Live SEO!
SEO is dead... No it's not... Yes it is! It's been an ongoing debate for quite some time now. So what's the truth? Does SEO still give you the necessary oomph to rocket you up the search engine charts like it used to? Or, is SEO a "just in case" best practice routine these days? Can anyone prove it does work; can anyone prove it doesn't?
We have a panel of experts for you to agree with - or disagree with. It's a totally open discussion and it's led by the most important person in the room: You! We need your real world experience, opinions and feedback.
This is the perfect primer leading directly into the infamous black hat/white hat unconferenced session.
- Moderator:
Dana Todd, Vice President of Performance Innovation, Performics
- Speakers:
Bruce Clay, President, Bruce Clay, Inc.
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Sam Michelson, Chief Executive Officer, Founder, Five Blocks
Paid Search Track
Building Brands Without Big Brand Budgets
In this session Wpromote and Bonobos will discuss innovative strategies used by leading e-commerce players to get more value out of every dollar spent in online marketing. We will share tips on how to extract more juice from stagnating PPC campaigns, ideas on how to test new ad formats to help you stand out from your competition, new strategies for email marketing and cutting-edge techniques to harness social media advertising. Attendees will leave with actionable ways to do more with less in a number of facets of online marketing.
This session is fast-paced, filled with real-life examples and case studies from Bonobos and Wpromote clients and is designed to give substantive takeaways to everyone in attendance. A can't miss!
Social Media Track
Next Gen YouTube Marketing
The internet's second most popular search engine can be a tough Tube to crack but not with this advanced team of video SEOs and marketers. Do you really have to blend an iPhone or sit on a horse backwards pitching shower gel to have a successful video marketing campaign? This session will answer those questions and more by sharing successful video marketing case studies, specific advanced optimization tactics and YouTube networking advice that can help boost your next video marketing projects to the next level.
Accelerator Track
Insider Tips for Ad Optimization
Programmed by: Bryan Eisenberg
Can changing just a couple of words in an ad really account for a 115+% lift in clickthroughs, conversions and more? Want to know why your image on Facebook is turning people off from clicking on your ad? Are you hungry to learn what you need to do to consistently improve your online advertising performance? In this session we will cover everything you wanted to know about improving your ads on Google, Facebook and other platforms but were afraid to ask.
E-Commerce Track
Pagination for e-Commerce Sites
Pagination has plagued e-commerce sites for years. Large complex sites can have hundreds of products in a single category and there is no graceful way to organize that information for consumers and make search engine crawlers happy at the same time. Or is there? With the advent of rel=prev and rel=next, new tools are available that enable a better match between the needs of users and engines.
This session will explore how to use these tools, along with View All pages and the rel=canonical tag to solve the pagination issue for your site. The session is structured as a workshop and will take a small number of sites and walk through the implementation options, enabling you to see exactly how it can work for your site.
- Solo Presentation by:
Eric Enge, President, Stone Temple Consulting
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| 6:00-7:00pm |
Open Mic: SEW Black Hat, White Hat Unconferenced
Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws - they are what they are - guidelines. Do we really have to stick to them? What if we find a loophole or two and we can get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that, the white hat practitioners may find a black hat standing on their head and pushing them down the charts. And with search and social being strongly tied together there are so many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it's black hat or white hat to get results?
Join us for our unique unconferenced session. No formal presentations - and all with a glass of your favorite beverage in your hand, of course!
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