| 8:00-6:00pm |
Registration |
| 8:00-9:20am |
OMI Morning Workshop: Social Media Content Strategy Tactics & Best Practices |
| 8:30-9:30pm |
Morning Coffee |
| 9:15-12:30am |
NMA Live @ SES |
| 9:30-10:30am |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Successful Information Architecture
This session will provide a fresh look at how to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. The speakers will cover topics such as directory and file structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. If time allows, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic.
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
- Speakers:
Alan Perkins, Head of Search Marketing, SilverDisc Limited
Richard Baxter, Founder and Director, SEOGadget
Track 2 
Monetising Social Commerce: Brand Loyals, Brand Mavens and Today's Social Targeting Revolution
John Butler, Global Head of Communications and Media at dunnhumby has launched, via one of its global retailers, (we cannot say which) a mechanism for connecting the power of purchase-based behavioural targeting and social networks. John will share the results gained from live tests showing:
- Demography is dead as a targeting mechanism - purchase based targeting regularly generates above 50% response rates versus 2% in traditional DM.
- Combined with purchase-based targeting, social targeting is showing up to 80% response rates - and creates a clear 'network of purchase' that can be used by Brands to market to consumers.
- Marketing with purchase-based and social targeting allows a scientific definition of: uncommitted, repertoire, preference, respectful or devoted buyers that enables brands to grow categories, share and profit by an average of 25% to their competition.
- Solo Presentation by:
John Butler, Global Head - Communications & Media, dunnhumby
Track 3
Introduction to Paid Search
Paid placement is a form of searchadvertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this informative session that is especially geared toward beginners, including details on programs from major providers and advice on how to succeed.
- Solo Presentation by:
Guy Levine, CEO, Return On Digital
|
| 10:30-11:00am |
Coffee Break in the Expo Hall (open 10:00-3:00pm) |
| 11:00-12:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Marketing to the European Union
The European Union offers both new opportunities and new challenges for marketers. It brings together 27 European countries which are gradually "harmonizing" their laws and regulations to give marketers ever easier access to the half a billion people who live within its borders - but the Europeans themselves don't generally think of themselves as "European" but as "French" or "German". They also speak 23 official languages as well as many minor unofficial languages such as "Catalan" or "Welsh". So how do roll-out online campaigns to reach them successfully and cost-effectively? From search engines to social media, this session will look at the "How to?" of the "EU".
- Moderator:
Andy Atkins-Krüger, Managing Director, WebCertain
- Speakers:
Mikkel deMib Svendsen, Creative Director, deMib.com
Ciaran Norris, Head of Digital, Mindshare Ireland
Kristjan Mar Hauksson, Founder, Search & Online Comm., Nordic eMarketing
Bas van den Beld, Owner, Social Marketing Ambassador, State of Search/DMA
Track 2
Update on Real Time Search: I Want It Now!
Now that search engines are rapidly moving into the realm of real-time search taking "fire hose" feeds from social networking sites such as Twitter, the race is on to see who can provide the freshest and most relevant information. The real-time web offers a huge variety of news, blogs, updates and video results. And real-time is everywhere - on your smart phone, your laptop, iPad and other devices. Find out how real-time search is developing and how marketers can benefit from this new stream of instant information.
- Moderator:
Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland
- Speakers:
Aaron Kahlow, Chairman & Founder, Online Marketing Summit
Paddy Moogan, SEO Consultant, Distilled
Dave Coplin, Director of Search, Microsoft UK Consumer and Online Business
Track 3
Content Marketing Optimisation
The core of any search or social media marketing program centers on content. Digital assets, rich media, web pages, MS Office and PDF docs as well as content created and shared by consumers all offer opportunities for optimisation. If it can be searched, it can be optimised!
Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. This session provides unique insight into content based optimisation strategies and processes as well as tactics for sourcing, creation and promotion of optimised content on the social web.
- Solo Presentation by:
Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing
|
| 12:00-1:00pm |
Networking Lunch in the Expo Hall |
| 1:00-2:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Why Does Search Get All the Credit?
My search campaign generated $400 million in sales. So did my organic campaign. But my analytics is telling me that my display campaign generated $400 million too. The problem is I only made $200 million last year. Which statistic should I believe, or should I dismiss them all? This session will focus exclusively on gaining a better understanding of how, when, and where to attribute revenue gains.
- Moderator:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
- Speakers:
Nick Beck, Managing Director, Tug
Paul Mead, Managing Director, VCCP Search
|
 |
Sponsored Session
Over 50 Killer Internet Marketing Tools To Measure Your Online Marketing Strategies
Jim will discuss 15 of the most critical areas which you must analyze for the successful execution of your online marketing strategy and will show you 50 of the BEST internet marketing tools, explaining exactly how to use them to give you leverage over your competitors and maximizing your traffic.
Jim will be talking about some of the best online marketing tools to measure both your own and your competitors internet marketing strategies in the following areas: website ownership info, ranking analysis tools, backlink analysis tools, keyword research tools, content analysis tools, on page SEO analysis tools, analytics tools, competitor analysis tools, widget tools, link bait tools, video marketing tools, local marketing tools, social media marketing
tools, reputation monitoring & management, and more.
If you actively measure your campaign or your competitors online marketing strategy, then this is a must-attend session.
- Speaker:
Jim Boykin, CEO and Link Building Ninja, We Build Pages Internet Marketing Services
Track 3
PPC Beyond Search: New Ad Formats, Display & Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of new ad formats like Sitelinks and Product Extensions, various flavours of managed and automatic content matching, and new tactics for managing and bidding on various placements, this session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?
- Moderator:
Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland
- Speakers:
Ciaran Norris, Head of Digital, Mindshare Ireland
Tom Jones, Head of Media, iCrossing
|
| 2:00-2:30pm |
Afternoon Break in the Expo Hall |
| 2:30-3:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Is Search Remarketing/Retargeting Right for You?
Research shows that as many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. A devastating statistic like this should propel marketers to find more effective techniques for communicating with their customers online. It's shocking that despite this knowledge, remarketing remains the most underutilized online marketing technology (source: Survey by Advertise.com and SEMPO Dec. 2009).
Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. Sounds very simple, however a lack of awareness around the technology has ruffled some feathers in the industry.
In this session industry experts will share their experiences with Remarketing and the impact it has had on advertisers' overall ROI. The panelists will also address the lack of awareness and the issues that have arisen surrounding Remarketing as a result.
Track 2
Enterprise Level SEO
This session is designed to meet the specific challenges of large enterprise organisations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions of pages), the challenges of educating key stakeholders in the organisation including budgeting issues, and implementation hurdles common to large organisations including CMS issues and IT team challenges. This session will also include a proven model of organisation for your enterprise level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise level organisation with a lot of moving parts, this session is for just of you!
- Moderator:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
- Speakers:
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
Grant Whiteside, Technical director, Ambergreen
Track 3
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.
|
| 3:30-3:45pm |
Session Interval |
| 3:45-4:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Developing Great Content
Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, we'll explore a diverse range of Web content development strategies along with innovative techniques for dramatically boosting the visibility and interactive appeal of your site. From SEO copywriting tips that encourage consumers to click, to persuasive design strategies that turn browsers into buyers, it's all about improving the end user's experience through superior content.
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
- Speakers:
Amanda Davie, Founder & Managing Director, Reform
Caragh McKenna, Senior Manager, SEO, The Search Agency
Track 2
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 optimisation 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 an 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.
Track 3
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 will cover campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation including automating the detection of PPC scam campaigns that can divert traffic away from the legitimate brand site and increase campaign costs.
- Moderator:
Jon Myers, SES Advisory Board & Head of Account Management, Yahoo! UK & Ireland
- Speakers:
Brad Geddes, Founder, bgTheory.com
Thomas Bindl, SES Advisory Board & Founder & CEO, Refined Labs GmbH
|
| 4:45-5:00pm |
Session Interval |
| 5:00-6:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
SEO and EXCEL for Big Websites
As your website gets bigger it is important to understand trends across different areas on your website. How effectively you are able to execute this is largely dependent on how you structure your data for SEO analysis. This session will cover the various data classifications that are useful in achieving this including site depth, page depth, categories, page age, type of page, etc. You will learn how to create smaller scale tests on your "big" site and how to use this information for forecasting. You will also find out how this tagging works with Omniture, Webtrends and Google Analytics.
This session will demonstrate how to set out data to make it easy to pivot and will also identify which Excel functions work best for SEO including standard VLookups, pivot tables, sumifs, shortcuts, macros to clean out brand phases and much, much more!
- Solo Presentation by:
Chee Ho Wan, SEO Director, Forward3D/Awesome Links
Track 2
Augmented Reality Revisited
User migration to a mobile environment is driven not only by information and communications requirements, but also a host of applications that are useful, quirky, or just plain fun. App developers and experts explain how these apps hook users, demonstrate their rapid growth trajectory, and explore what might be in store for the future.
Track 3
Paid Search Site Clinic
Does your PPC ad make a promise that your landing page can't keep? Make sure that your ad copy and landing page contents are in alignment to ensure a smooth and profitable visitor experience. This clinic will examine actual ads and landing pages offered up by volunteers from the audience.
- Moderator:
Colm Bracken, Group Search Manager, Microsoft
- Speakers:
Brad Geddes, Founder, bgTheory.com
Simon Dang, Global Search Dir Team SAP, N. America Search Dir Team Unilever, Mindshare
|
| 6:00-7:00pm |
Open Mic: SEW Black Hat White Hat Unconferenced, Remembering Jaamit Durrani
The Search Engine Watch (SEW) calling card event at SES is a unique unconferenced session. With no formal presentations, this is an 'open mic' style event where we ask the audience to chime in with their views on a single question. Normally we ask "What should we do with the Black Hats?" but this year we are honouring, Jaamit Durrani, a rising star in the UK search marketing industry whose life was tragically cut short last year.
Jaamit will be remembered for his generous nature and willingness to share his keen insight into SEO on Twitter. In honour of such a character we invite everyone to join us at the mic to "Share it Like Jaamit" and share with the audience a hot search marketing tip. The event will be recorded and the footage will be made available for a special link building competition sponsored by SEMPO, with a wealth of useful prizes for your search marketing toolbox. Every tip will get a free drink!
|
| 7:00-11:30pm |
SEO Chicks Party
Open to conference pass holders only. |
