| 8:00-4:00pm |
Registration |
| 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
Local 2.0: The Evolution of Local Search
What percentage of online searches are local? If you consider searches that end up having some influence on local buying activity, the opportunity is put into perspective. But there are still large gaps between the point of search and the point of purchase. How are online mapping, shopping engines, and directories starting to fill these gaps with user-generated content, video, or inventory data that funnel searchers towards local businesses? More importantly, how are location-based services (LBS) opening up new markets in wireless advertising and providing search marketers with increasing opportunities to target searches based on specific locations?
Track 2
Music & Search Engine Marketing: Quality Score & The Volume Game
Search engine marketing for music comes with a unique set of challenges even for the highly relevant and targeted SEM advertiser. Join us as we hear from the client and the agency as they discuss the various difficulties encountered by a campaign built for music, how those difficulties vary for an artist, and what to expect when launching such a campaign.
Track 3
Real Time Marketing: How Websites Can Drive Instant Results
Acclaimed marketing strategist and author of the best-selling books Real-Time Marketing and PR and The New Rules of Marketing & PR, David Meerman Scott discusses how marketing online has evolved and become more viral due to the real-time nature of websites and social media, and how marketers can adapt to this new environment. In addition, Lauren Price of .ORG, the Public Interest Registry, addresses how domain names can be leveraged for instant results and why selecting the right domain name is critical to building your online brand. Attendees will learn how to develop effective online marketing strategies in this fast-paced environment and the importance of selecting the right domain name for your brand. Mr. Scott will provide valuable tips on how your web strategy can give you optimal marketing value.
- Moderator:
Chris Boggs, Director, SEO, Rosetta
- Speakers:
David Meerman Scott, Acclaimed Marketing Strategist & Best Selling Author,
Lauren Price, Senior Product Marketing Manager, .ORG, The Public Interest Registry
Track 4
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.
- Moderator:
Puneet Bhasin, Manager Network Operations, Schematic INC
- Speakers:
Jonathan Allen, Director, SearchEngineWatch
Seth Barron, Sr. Advertising Solutions Manager, Google | YouTube ZOO
Track 5
B2B Search Marketing Tips
This session will focus on PPC and SEO best practices specific to B2B search marketers. Examples and case studies to include:
- Reaching buyers across the buying cycle.
- Best ways to target a specific, niche audience.
- Engaging buyers, influencers, and implementers
- B2B offers: whitepapers, demos, trials, webinars, etc.
- Lead generation tips
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| 10:30-10:45am |
Session Interval |
| 10:45-11:45am |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
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:
Anna Maria Virzi, Executive Editor, ClickZ
- Speakers:
Gregg Stewart, President, 15miles
Dilip Venkatachari, CEO and co-founder, Compass Labs
Ryan Fritzky, Director of Product Management, Marchex
Andrew Lovasz, Group Director, Search, Organic, Inc.
Track 2
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.
- Moderator:
Jack Marshall, Staff Writer, Stats Editor, ClickZ
- Speakers:
Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!
Angie Schottmuller, Founder, Interactive Artisan
Kerri Smith, Senior Innovation Lead for Mobile, iProspect
Track 3
Placement Matters: How Eye-Tracking Helps Improve Display Advertising
Placement matters? Well yes, of course, but eye-tracking is shedding new light on how and why. Recent quantitative studies have shown wide variation in the engagement with advertising on apparently similar websites. Based on this research, we'll give publishers some tips on how to make their sites more appealing to advertisers without alienating their audience. We will also give media buyers and brand owners insight into questions to ask of both publishers and themselves before placing that all-important buy.
Track 4
Managing Your Online Reputation
Google's recent reviews patent and changes to the search results pages (especially local) demonstrate the importance of user-generated content in search. The question for business owners is how do these changes affect customers? And, what can we do to respond to and manage reviews? What if those reviews aren't from legitimate customers? Is it possible to change Google's suggested search results? Beyond Google, what can we do to manage our reputations on-site, in social media, across customer complaint sites, in product searches and in the news? Is it best to take an offensive or defensive approach? What tools and methods work best? And, how does reputation management fit into your organization? These questions and more will be answered in this session with real-world examples and solutions.
- Moderator:
Gary Kibel, Partner, Davis & Gilbert LLP
- Speakers:
Rhea Drysdale, CEO, Outspoken Media, Inc.
Charlie Cole, Vice President, Online Marketing, Lucky Brand Jeans
Nick Pavlidis, Attorney, Arent Fox LLP
Track 5
B2B Lead Generation Management & CRM Integration
This session will focus on "post-click" best practices -- specific to B2B search marketers and/or companies with a complex sales cycle. Examples and case studies to include:
- Conversion improvement tips
- Landing page and microsite testing
- Lead scoring, nurturing and management
- Follow search leads through to offline sales
- Moderator:
Lauren Vaccarello, Sr. SEM Manager, Salesforce.com
- Speakers:
Kevin Lee, Co-Founder & Executive Chairman, Didit
Eddie Choi, SES Advisory Board & Managing Director, Frontiers Digital
|
| 11:45-12:45pm |
Networking Lunch |
| 12:45-1:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Social Network Analysis
Social networks such as Facebook, Linkedin and others have become a very important environment in which people interact, exchange information about products, services, movies, music and so forth. But what do you really know about your customers on Facebook and the other social networks? How old are they? What do they watch on TV? What brands do they follow? Who should you be chasing for sponsorship opportunities? Where should you be advertising? This presentation will describe the results obtained from the mining and analysis of millions of Facebook data points. Eye-opening findings around Facebook's top consumer brands and top social games will be discussed. Discover intriguing user preferences, from the brand of trainers Farmville players wear and the TV shows watched by Bejeweled Blitz players, to the brand of fast food enjoyed by fans of the TV show Glee.
Also discussed will be a model called the Intelligent Social Network Analysis (FISNA), which is based on the latest computational intelligence technologies such as fuzzy logic. You will learn how this framework will enable marketing professionals to bridge the gap between human focused linguistic conceptualizations and the formal mathematical representation of social networks.
- Moderator:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
- Speakers:
Ronald Yager, Professor, Machine Intelligence Institute, Iona College
Nick Berry, President, DataGenetics
Track 2
Best Practices and Experiences with SEM in the Financial Services Vertical
Search Engine Marketing (including paid Search Advertising, SEO, Display, and Analytics) in the financial services space can be a challenging but extremely rewarding marketing medium. This session will be a panel discussion with Senior Directors from Nationwide Insurance and Citizens Bank joined by SEM Execs from Rosetta. Topics will include launching and maintaining SEM campaigns and measuring their successes; growth and scalability; balancing needs between different business lines; driving qualified new traffic; Local considerations; and Competition/"co-opetition" with aggregators.
Financial Services isn't like Retail or CPG marketing, although this is a common misconception. As with any vertical - especially regulated industries - unique challenges exist. Partnering with an agency for SEM planning and execution can be helpful to bridge fragmentation and overcome silos. During the panel topics, the presenters will identify appropriate work for the agency to handle, and aligning internal teams to provide the most value. This often leads to greater growth and education within the disparate products groups as well as with the compliance and legal teams - thus increasing implementation rates and overall campaign successes.
- Moderator:
Chris Boggs, Director, SEO, Rosetta
- Speakers:
Decker Marquis, Director of Interactive Marketing, Citizens Bank
Chris Cotton, Director of Digital Promotions, Nationwide Insurance
Jason Tabeling, Associate Partner, Search and Media, Rosetta
Track 3
Enterprise Wide Solutions: How Will I Know When I Need One?
We've come a long, long way since the days of the simple bid management tool for paid search campaigns. And most people in the industry have probably forgotten what a rank checker is for SEO. Now we have much more complex search and social media marketing issues to deal with. They're multi-lingual, multi-currency and frequently not centralized. Any number of people across an enterprise could be working in silos on virtually the same thing. Many people talk about enterprise wide solutions in the industry. But what exactly does that mean? At what point do I need a system that covers the whole thing: search, social, display and everything else? And who should be involved in the decision making process?
Find out how two companies discovered they had reached saturation point and needed to find the one tool to rule them all.
Track 4
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.
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
- Speakers:
Tim Ash, CEO, SiteTuners.com
Bryan Eisenberg, SES Advisory Board and NYTimes Bestselling Author, bryaneisenberg.com
Track 5
Creative Keyword Research
How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? This advanced session will demonstrate how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used.
- Moderator:
Andrew Goodman, SES Advisory Board & President, Page Zero Media
- Speakers:
Ron Jones, President/CEO, Symetri Internet Marketing
Lisa Cucinotta, Advertising Supervisor, Resolution Media
|
| 1:45-2:00pm |
Session Interval |
| 2:00-3:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
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 looks at the issues and explores solutions.
Track 2
Content Marketing Optimization
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 optimization. If it can be searched, it can be optimized!
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 panel will provide unique insight into content based optimization strategies and processes as well as tactics for sourcing, creation and promotion of optimized content on the social web.
Track 3
User Generated SEO: Leveraging Customer Words to Drive Search
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 an typically untapped opportunities related to UGC.
Track 4
Is Retargeting/Remarketing 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.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
- Speakers:
Dax Hamman, Chief Revenue Officer, Chango
David Szetela, CEO, Clix Marketing
James Colborn, Director, Microsoft Advertising, Microsoft
Track 5
How to Work Effectively With Your IT Department
In this session, attendees will learn how to interact with IT, understand IT priorities vs. marketing priorities, how to proactively communicate requirements, how to determine which deliverables marketing should contribute to, how to write documents like a technical writer, and how to avoid the pitfalls of miscommunication.
|
| 3:00-3:15pm |
Session Interval |
| 3:15-4:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Competitive Research
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
Plush Search: How Luxury Brands & Invitation Only Deals Sites are Making a Killing with Search Marketing
Luxury brand invitation only websites like Rue LaLa and Ideeli are a BIG deal. How these sites are having such success in a time of economic unrest is no miracle. The players in this space are using search marketing to increase their fan base and cash in on the luxury brand deals. Join us as we discuss how these sites are successfully driving traffic and consumers' decisions through search and gather key insights you can apply to your own search campaigns.
Track 3
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 two of the industry's top SEO experts. They may not be gentle but you will love the end results!
Track 4
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.
Track 5
Search, PR and the Social Butterfly
RT this. Take social media to the boardroom! Social media continues to spread its wings with the advent of Google Social Search, Bing, Twitter Search and Yahoo's Twitter-like moves. With the demise of traditional media outlets and the rise of search and social, PR firms have also gotten a big lift and muscled in on the territory once ruled by advertising agencies. Time to eighty-six the anachronistic press kits and media lists and hand over the keyword rich online status updates and Twitter feeds. Don't miss this opportunity to hear firsthand from online PR/social media pros that bridge the best of both worlds while influencing SEO via Profiles, Fans, Tweets, Friends and Follows.
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| 4:15-5:15pm |
Conference Wrap-up
At the end of every SES Conference & Expo, we like to provide an opportunity for the audience to give us feedback. Good, bad, indifferent—we listen to it all. So if you have ideas for ways that we can improve the experience, we really want to hear them. Mike Grehan, Global VP Content for SES, Search Engine Watch, and ClickZ, leads a small panel of SES advisory board members to answer any questions you have on any aspect of the show. But more importantly, to listen and take notes.
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