| 7:30-4:00pm |
Registration |
| 7:30-8:45am |
OMI Workshop: Facebook: Beyond the Basics |
| 8:00-9:00am |
Morning Coffee |
| 9:00-10:00am |
Morning Keynote
Search Engine Solutions for Small and Medium-Sized Businesses
- Keynote Speaker:
Tracy Smith, Vice-President, Performance Marketing & Go-To-Market, Yellow Pages Group
|
| 10:00-10:30am |
Coffee Break in the Expo Hall (open 10:00am-3:00pm) |
| 10:30-11:30am |
Attendees may choose to attend one of the four sessions offered during this time.
Track 1
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.
Track 2
Paid Search 101
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:
Barb Young, Founder, ppc-Strategies
Track 3
Social Media 101
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.
Track 4
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.
|
| 11:30-12:30pm |
Meet the Experts: Round Table 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!
Choose from the following round tables:
Link Building
-
Jeff Quipp, Founder and CEO, Search Engine People Inc
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
SEO, PPC, SMO: Trends for 2011
Customer Engagement
Facebook Ad Formats
Video Optimization
Local and Social
Conversion, Testing and Analytics
Mobile, Search and Social
International SEO
Location: Expo Hall
|
| 12:30-1:30pm |
Networking Lunch in the Expo Hall |
| 1:30-2:30pm |
Attendees may choose to attend one of the four sessions offered during this time.
Track 1
Smart Mobile Marketing
Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking an integrated mobile marketing strategy.
This session will help attendees understand how mobile marketing fits into the traditional and online marketing mix and determine what marketing strategy is most appropriate for their business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major online marketing mistakes that are being made by some of the top mobile marketing agencies.
Attendees will walk away with a clear understanding of actionable mobile SEO best practices including mobile site architecture, local and universal SEO tactics that work in a mobile application and how to author meta data that is compelling in mobile search results.
Track 2
How to Win with Google and Bing
Google and Bing now power about 95% of all search engine traffic. To win big, successful paid search advertisers need to understand both Google AdWords and Microsoft adCenter inside and out. In this power-packed, one-hour session, we will cover best practices for porting campaigns from AdWords to adCenter, including the tools and tactics you'll need to manage and optimize your campaigns, keywords, match-types, ads, bids, targeting, landing pages and quality scores across both networks. We will also cover the most important differences (that many advertisers still do not know
about!) between the two networks so you can manage both to win big. Expect tactics galore and late-breaking developments from both Google and Microsoft!
Track 3
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 you can have up and running in no time. By leveraging these great resources you can use social media to drive new business, create awareness, and get you 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.
- Moderator:
Greg Jarboe, President & Co-founder, SEO-PR
- Speaker:
Lisa Buyer, President & CEO, The Buyer Group
Jason Yormark, VP of Marketing and Social Media, Strategies 360
Track 4
The Panda-pocalypse Survival Guide For Canadian SMBs: A Search Engine Watch Round Table Special
We had considered calling this session "collateral damage" because that's been the phrase most frequently associated with the now infamous Google Panda (AKA Farmer) update. Not since Google update Florida has there been such a huge furor around a Google algorithm change. Nobody is crying over the loss of some crappy content in Google's index. But many are annoyed that they were playing by the rules and still got hit. Do you have any recourse with Google if you suddenly find yourself minus a ton of traffic with revenues plummeting? It begs the question: "Should you base the bulk of your potential business revenues around a mathematical equation that you have no control over?"
- Moderator:
Jonathan Allen, Director, Search Engine Watch
- Speaker:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Dave Davies, CEO, Beanstalk SEO
Garry Przyklenk, Founder, Eclipseo Online Marketing
Terry Van Horne, Partner, Reliable SEO and SEO Training Dojo
|
| 2:30-3:00pm |
Afternoon Break in the Expo Hall |
| 3:00-4:00pm |
Attendees may choose to attend one of the four sessions offered during this time.
Track 1
The Secret Formula To Boost Response
Are your click-through rates flat? Does your conversion rate fall below your expectations? Perhaps there is a search marketer's insider secret that Google doesn't want you to know about. Plan on attending when NY Times best-selling author & Internet marketing pioneer Bryan Eisenberg reveals a critical 3 step formula to boost your click through rates and increase your conversion rates. Budget the time or bust your budget.
- Solo presentation by:
Bryan Eisenberg, SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com
Track 2
Advanced Paid Search Tactics
Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.
Track 3
Killer Facebook Targeting Tactics
What can you do with a social network that has over 500 million members? Find out as accomplished Facebook marketing expert Marty Weintraub shares his "killer tactics" for harnessing the real marketing and ecommerce potential of advanced Facebook Advertising, Fan Pages and Groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.
Track 4
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:
Jim Hedger, Writer & Broadcaster, Digital Always Media
- Speaker:
Michael Mire, Co-founder, GetMeListed.net
Robert Rock, Account Manager, Search Engine People
|
| 4:00-4:15pm |
Session Interval |
| 4:15-5:15pm |
Attendees may choose to attend one of the four sessions offered during this time.
Track 1
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.
Track 2
Display Network Ads and ROI
Not all online advertisers are willing to accept hard-to-measure "brand lift" metrics for their targeted display campaigns. A strong subset of advertisers rely on finely-tuned campaigns through the display networks for direct cost-per-lead and even direct revenue response goals, similar to the approach taken by search advertisers. What are they doing to maximize their results? This session will include case studies, tips and take-aways.
Track 3
Unlocking the Power of User Generated Content
User Generated Content (UGC) is an extremely powerful asset in the online marketing arsenal. In this session, Michael DeHaven of Bazaarvoice will use case examples to uncover UGC best practices that will help improve the effectiveness of your SEO, PPC, e-mail and on-site conversion efforts.
- Solo presentation by:
Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice
Track 4
SEO Tough Love: Get Your Site Tuned Up!
This interactive session will take volunteers from the audience who would like to have their sites reviewed by one of the industry's top SEO experts. He may not be gentle but you will love the end results!
- Moderator:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
- Speaker:
Jim Hedger, Writer & Broadcaster, Digital Always Media
|
| 5:15-6:15pm |
Open Mic: SEW Black Hat White Hat Unconferenced Session
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!
|
