| 8:00-6:00pm |
Registration |
| 8:00-9:15am |
OMI Morning Workshop |
| 8:30-9:30pm |
Morning Coffee |
| 9:30-10:30am |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Channel Surfing: Measuring Profit & ROI Across Channels
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.
Track 2 
SEO 101
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:
Bruce Clay, President, Bruce Clay, Inc.
Focus Latino 
Focus Latino: Introduction and Opening Keynote
Tapping Into The US Hispanic & Latin American Audience - Hear two keynote speakers address the digital landscapes of the US Latinos and Latin American markets and the opportunities they represent.
- Introduction:
Carlos Vassallo, CEO, LatinVision Media Inc.
Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ
Carlos Manzano, Executive Director, Latin Media & Entertainment Commission, City of NY
- Keynote Coordinator:
Paul Lima, CEO, Lima Consulting
- Keynote Speaker:
Mark López , Head of U.S. Hispanic Audience, Google
Track 4 
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.
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Sponsored Session
Bing: More Bang For The Click
Come learn how can help you build a better online footprint and reach more customers with Bing. If your goal is immediate traffic, we've got you covered. If you want to understand your current place in Bing's index, again, we've got you covered. Need advice, no problem. We even have a way for you to put your business online without a website. If you have a business and want to get more from the internet, this session is for you. Come explore Bing's Webmaster and online advertising features with us.
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| 10:30-11:00am |
Coffee Break in the Expo Hall (open 10:00-3:00pm) |
11:00-12:00pm
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Attendees may choose to attend one of the five sessions offered during this time.
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 2
SEO on a Global Scale
Global SEO is one of the most challenging areas of Search Marketing but is one that can yield significant growth, traffic and revenue opportunities to those who execute correctly. This session will take you and your site on a exciting journey through the challenges of language, site infrastructure, optimization, cultural issues and the significant opportunities in multiple markets.
Focus Latino
Reaching Latinos through SEO
Businesses interested in establishing or enhancing their digital presence anywhere in Latin America will hear about the experiences and lessons learned of those who have travelled that path successfully. This session will focus on multinational and multi-lingual SEO strategies. Learn how to navigate the variability in the dialects of the Spanish language and gain an understanding of the ever-growing importance of Portuguese as Brazil prepares to host the 2014 World Cup and 2016 Summer Olympics.
Track 4
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 flavors 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?
Track 5
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.
- Solo Presentation by:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
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| 12:00-1:00pm |
Networking Lunch |
| 1:00-2:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Panda: The Aftermath.
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 furore 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?"
Join the senior team from the industry's longest running and most authoritative resource, Search Engine Watch, for this round table discussion.
Track 2
Meaningful SEO Metrics: Going Beyond the Numbers
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:
Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
- Speakers:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Ulli Muenker, Search Marketing Manager, Bloomberg / BusinessWeek
Jim Yu, Founder & CEO, BrightEdge
Focus Latino
Search & Social Marketing To Latinos: Roundtable
While social media has been embraced in nearly every culture throughout the globe, it's not surprising to learn that the reasons people adopt social websites vary widely within Latin America. Learn how to take advantage of these trends in your social media strategy both in the US and abroad. Explore the phenomenon of Orkut and learn how Facebook, LinkedIn and other sites are being used by successful digital marketers.
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Sponsored Session
Google Ad Innovations
Take a crash course in the latest AdWords innovations. Discover new ad formats, tools to simplify and automate account management, new ways to scale your ads across the Google Network, and more. For a sneak preview, visit www.google.com/ads/innovations/
Track 5
Twitter 2.0: Creating & Distributing the Message
Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter can help your business reach more customers, influencers and audiences than ever before. If you've been experimenting with Twitter 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. Oprah and Ashton Kutcher might have the followers, but this session will focus on results.
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| 2:00-2:30pm |
Afternoon Break in the Expo Hall |
| 2:30-3:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
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:
Zach Rodgers, Managing Editor, ClickZ News
- Speakers:
Hollis Thomases, Founder, WebAdvantage.net
Jamie Smith, CEO, Engine Ready
Michael Benedek, President, AlmondNet Data Division
Onil Gunawardana, Director Business Management, Display Advertising, AT&T; Interactive
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Sponsored Session
Is The Search Alliance Paying Off For Search Marketers?
Marin Software and Razorfish recently unveiled the results of an exclusive study conducted to analyze the impact of the Yahoo! and Microsoft Search Alliance on paid search campaign performance. For this study, Marin evaluated several key metrics from the Marin Global Search Index which includes over 800 clients collectively managing more than $1.8 billion in annual paid search spend.
In this session, Dr. Niraj Shah, General Manager of Marin Professional Edition will share insights on how the combined traffic of Yahoo! Search and Bing is changing the paid-search landscape. Marketers and agencies will come away with specific insights on:
• Has the Search Alliance impacted cost-per-click and conversion rates?
• Post transition, is Microsoft adCenter a more viable advertising platform?
• Is now the right time to invest in Yahoo! Search and Bing?
- Moderator:
Niraj Shah, General Manager, Professional Edition, Marin Software
Focus Latino
Analytics for the Latino Markets
This session will explore the use of web analytics in both the US Hispanic markets and in Latin America, the players in Latin America and the adoption of analytics by region. We will also explore how organizations can leverage best practices when running multi-channel campaigns, multi-lingual websites sites, and multiple diversity segments.
Track 4
Enterprise Level SEO
The enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. 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 organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges. This session will also include a proven model of organization 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 organization with a lot of moving parts, this session is for just of you!
- Moderator:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
- Speakers:
Eddie Choi, SES Advisory Board & Managing Director, Frontiers Digital
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
Avi Wilensky, Founder and CEO, Promediacorp
Andy Milburn, Director of Digital Strategy, American Express Interactive
Track 5
Killer Facebook Targeting Tactics
What can you do with a social network that has over 500 million members? Find out as these accomplished Facebook marketing experts share their "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.
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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.
Track 1
Technically Speaking, This is the Way You Do It
There's no getting away from the fact that, in this industry you need to have a good technical understanding of how search works. And there's a huge element of tech SEOs in the industry who are on first name terms with bots as they crawl and index the web. Developing web sites they love is what they do. Your business can be dramatically affected by technical changes to your web site which damage your ranking at search engines. Faceted search, controlling SERP variables and getting to grips with coding issues is what this session is all about. Join our panel of technical wizards for some serious tech talk.
Track 2
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.
Focus Latino
Improved Conversions With Web Site Optimization
See how to use best practices for improving conversions on e-commerce and lead generation websites directed towards US based Latinos. Gain insights into how the values of many Latin Americans impact their design sensibilities and master subtleties of messaging to the sub-niches within these segments.
Track 4
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.
Track 5
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 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.
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| 5:00-6:00pm |
Open Mic: The Infamous SES 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!
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