8:00am-6:30pm

Registration

8:00am-9:00am

Morning Coffee

9:00am-9:45am

Morning Keynote: Search Has Changed Everything... And So Can You
Search engines have forced an entirely new dynamic in how connected humans access information. Successful traditional brands along with new entries into the space learn to roll with the changes... even if that means a transformation in how they do business. The death of traditional information sources is often grossly exaggerated. In other words, winning in the Interactive world means combining the best of the old and the new. Mr. McLeod will discuss how a world renowned and highly respected publication changed how they do business in a search driven world. You'll walk away with a better understanding of making the right moves can help you make the most of our dynamic universe.

9:45am-10:15am

10:15am-11:30am

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Link Building Basics
Discover how search engines rely on link analysis as an important component for rank web pages. Learn also how to increase traffic to your site by building quality links in an appropriate manner.

Stats & Research Track
Ad Testing: Research & Findings
Have you been doing deep testing of your ad campaigns? Fear not — the panel in this session has and will be sharing tips you might want to try yourself. How important are headlines, descriptions and other elements in your control? How do consumers interact with the ads?

Social Search Track
Social Media Marketing - What is it and What is it Good For?
Marketing to and through social networks means humans are hot again. Not as directory editors; it's Web 2.0 and your customers are in control. The old-fashioned media buy has gone bye-bye. Social Media marketing is fast emerging as a must-have in search strategies. Learn about the social search revolution, and hear case studies of how marketers have successfully promoted brands and products with it.

Vertical & Retail Track
B2B Tactics
Forget consumers. You want only the business-to-business audience! This session explores options and issues in targeting B2B.

ClickZ Track
Widgets and Gadgets are taking over, but what are they?
Google and other sites have created ad units that allow visitors to interact with an advertisement without leaving a destination page. Target audiences can watch a video, check out a menu and engage advertisers in a new way with a new metrics. Hear how advertisers are using widgets with advice you can take back to the office.

11:30am-1:00pm

1:00pm-2:15pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Search Advertising 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.

Stats & Research Track
Top Search Trends
What's the most popular search engine? The most used search engine? What vertical areas of search are growing? Are people using search toolbars more or less? How much are advertisers spending? Which trends will define our not-so-distant and far off future? Hear from industry experts and participate in an open forum discussion on search today and tomorrow.

Social Search Track
Successful Tactics for Social Media Optimization (SMO)
Community-built web sites, Facebook, YouTube, Microsoft Tagspace Wikipedia and new sites allowing content to be shared through "tagging" can be a great way to tap into links and search-driven traffic. This session looks at some social media services and strategies to tap into them in an appropriate manner. Hear how-tos and tips from search marketers who have discovered what works today and what to avoid.

Vertical & Retail Track
Big Brand Search Strategies: Build Connections and Fuel Online Promotions
If 80% of web browsing starts with Search—and consumers are spending up to 50% of their media time online—then why are many major Brand companies spending on average only 2.5% of their media budgets online?

As consumers search, they are expressing their interest in specific categories, brands and interest areas. How can Brand companies better connect with these hand-raisers and how can they better leverage their offline media investments? And how can SEM dramatically improve those connections, conversion, brand health and volume rates?

Carol Kruse, VP of Global Interactive Marketing at The Coca-Cola Company will address what it takes for big brand companies to shift their marketing mix to align with new customer behaviors, putting more ad budget to Search and digital advertising.

Presentation topics include:

• Tips for how to win budget increases for digital advertising within Brand companies
• How Search acts as a bridge between offline advertising campaigns and online interactive experiences leading a customer to action
• How to increase brand connections and fuel online promotions by enticing customers with relevant, affinity and community based offers such as the Olympics, and Nascar
• Tips on how Search can amplify the effectiveness of online campaigns such as Display and Social Media to fully realize the opportunity for customer engagement
• How Search can drive direct marketing goals for customer loyalty programs such as My Coke Rewards

Eduardo Llach, CMO and founder of SearchRev, will present Search strategies and optimization techniques for Brand companies, going into some specific detail on how SEM campaigns can be most cost-effective and deliver the highest ROI.

Presentation topics include:

• Real world performance data from Search campaigns including My Coke Rewards
• How advanced ad targeting techniques can make a significant impact on volume and conversion rates
• Examples of how search correlates with other types of advertising campaigns
• Discussion of real-world opportunities and challenges for SEM companies in working with Brand companies

ClickZ Track
Selling Your Integrated Plan to the C-suite
You know your stuff. You get it. You have an integrated plan that is based on logic, reason and known best practices. In today's day and age it is hard to imagine the existence of old grey flannel suits with secretaries that still print out emails. Yet, there are few senior mangers who just don't get it and it's your job to convince them. What do you do? Well, you can give up or you can take it to the C-Suite. Hear from everyday practitioners who didn't give up and counted a win for everyone out there fighting the good fight.

2:15pm-2:30pm

2:30pm-3:30pm

Afternoon Keynote: Jason Calacanis

3:30pm-4:00pm

4:00pm-5:15pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
Dealing With Affiliates
Affiliates can be a love 'em or hate 'em situation for search engine marketers. Affiliates can send plenty of traffic to your web site, but they can also drive up the cost to purchase terms if you decide to maintain your own direct sales channel. This session aims to help you strike a working relationship with your affiliates -- and the search engines themselves -- that everyone can live with.

Stats & Research Track
The New Face of In-House Search
As Search Engine Marketing (SEM) grows in popularity, many companies are attempting to handle the SEM function in-house despite the inherent complexity and challenges. Join us for a spirited discussion and get a chance to meet some of these intrepid do-it yourselfers behind the in-house movement as we debate the pros and cons of developing and training a dedicated in-house team. Laying the foundation for in-house SEO success, long-term cost savings, gaining project support at the executive level, leveraging innate knowledge and creating accountability are just some of the topics to be discussed.

Social Search Track
Social Media Research: Informing Search Strategies
If search engines are tapping into human knowledge more widely through tagging, click through tracking, search history features and other methods, so can search marketers. Social networks, blogs, feeds, tagging, social bookmarking and immersive game environments provide 24/7 real-time focus groups. Learn how Buzzmetrics, Cymfony and others help quantify and reveal critical insights.

Vertical & Retail Track
SEM Small Business Blitz
This session will provide a rapid fire take on how to tackle the most popular SEM tactics with a small staff and an even smaller budget. Would feature practical, affordable ideas and real world examples on PPC, SEO, Viral, Blogging and Social Media.

This isn't a "how to do this" session so much as a "how to do it cheap and effectively" session.

ClickZ Track
Managing PPC for Multiple Clients
This session will define and discuss industry best practices in Pay Per Click Account Management as well as discuss geographical ad targeting, best use of ad spend per keyword, targeting competitive vs. niche keywords, and managing multiple clients while using multiple ad tracks (AdWords, YSM, AdCenter, etc.)

5:15pm-5:30pm

5:30pm-6:45pm

Attendees may choose to attend one of the five sessions offered during this time.

Fundamentals Track
The Business Case for SEO Content Development: Turning Words Into Action!
According to Seth Godin, "The best SEO is good content." However, many sites fail to leverage their site content, resulting in sluggish search engine rankings, low conversion rates and lost opportunities. Learn how your company can strategize and create value-added content that dovetails with your lead generation, sales and readership goals. This session will discuss:

• The business case for SEO content development
• In-house or outsource: things to consider
• SEO copywriting fundamentals
• SEO content development through the sales cycle
• The value of optimized content for publisher sites

Stats & Research Track
Searcher Behavior Research Update
How do searchers interact with search engines? New research is constantly coming out revealing how searchers act. This session explores the latest studies and findings to provide tips and tactics for search marketers to consider.

Social Search Track
Social Search: The Next Step
Social media networking is changing the way people integrate the Web into their lives. Still, this seems one small step for searchers, but a giant change for search media. What do media such as Eurekster, Wikia, Google, Yahoo, ZoomInfo, Jookster, have in store? As Google and Yahoo move into this space will they retain share? What will the evolution of social media mean to marketing as customer behavior becomes nearly impossible to manipulate?

Vertical & Retail Track
CSS, AJAX, Web 2.0 & Search Engines
As the web moves into its second generation, sites are making more use of CSS, AJAX and other advanced and interactive design techniques. But how are the largely Web 1.0 search engines reacting to these, from an SEO perspective. This session explores issues and solutions.

ClickZ Track
Ad Exchanges Are Changing Everything
According to The Wall Street Journal, "The next big Internet race might turn the buying and selling of advertising space on Web sites into the online equivalent of the pork-bellies pit." Early ad exchanges where advertisers and Web sites can buy and sell online advertising space have evolved into a broader battle over Internet advertising. The biggest Internet media companies, including Google, Microsoft, and Yahoo!, are focusing attention and money on the emerging business. Marketers stand to win if the market finds ultimate efficiencies in branded media via auctions and exchanges. This session brings together executives from some of the leading ad exchanges to discuss this emerging category.