London

Conference Welcome/Orientation & Opening Keynote
Matt Mason: The Pirate's Dilemma
Trends emerging from youth culture are blurring long-established boundaries between right and wrong and unraveling some of our most basic assumptions about business, society and our collective future. Matt Mason has explored the problems these new trends pose to business and the opportunities they represent. When pirates create value for society and society gets behind their creations, it doesn't matter how many lawsuits you throw at the problem—you are assaulting your own potential future. This reality positions piracy as a new business model. Matt speaks on how this model works and how it applies to your business.

• Keynote Speaker:
  Matt Mason, Author of The Pirate's Dilemma: How Youth Culture Reinvented Capitalism

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

Track 1
Search Around the World: US, Europe & Asia
Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace? In this session, attendees will learn how to separate hype from actionable activity. Leading experts with "feet on the street" in the US, Europe and Asia discuss the marketplace and the impact it's having on the world.

• Moderator:
  Jon Myers, Head of Search, MediaVest
  
• Speakers:
  Erica Schmidt, Global Director of Search, Isobar
  Martin Sinner, Founder & Managing Director, Idealo Internet GmbH
  Andy Atkins-Krüger, Managing Director, WebCertain Europe Ltd
  Anders Hjorth, CEO, Outrider
  

Track 2
Search Industry Update
Search marketing is the largest online ad format. Paid search not only accounts for nearly 45% of the global online ad spend, but it is also one of the fastest growing online ad formats. The panel will focus on the broad trends in search marketing, such as growth drivers, core search vs. vertical search, search spending and CPC trends in general and by verticals, search penetration in the U.S. vs. international, search adoption by brand advertisers, and search vs. other online ad formats.

• Moderator:
  Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy
  
• Speakers:
  Jonathan Beeston, Client Services Director, Efficient Frontier
  Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  Cesar Mascaraque, Managing Director, Ask.com Europe
  Edward (Teddie) Cowell, SEO Director, Guava
  

Track 3
Universal & Blended Search
Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. Before you attend this week's optimization and best practices sessions, learn from industry gurus how the steps that follow the search are developing. Our ongoing series on universal search will include research data available only at SES.

• Moderator:
  Mike Grehan, Global KDM Officer, Acronym Media
  
• Speakers:
  Lisa Ditlefsen, Director, Verve Search & Founder, SEO Chicks
  Amanda Watlington, Owner, Searching for Profit
  Horst Joepen, CEO, Searchmetrics
  Luisella Mazza, Search Quality Senior Analyst, Google Search Quality
  

Sponsored Session
WebTrends Workshop
$30B in paid search advertising will be spent in 2008, doubling to nearly $60B in the next 3 years. Yet despite increasing ad budgets and SEM complexities, large advertisers continue to use outdated manual techniques, such as rules based bid management, to manage their paid search campaigns, resulting in billions of wasted ad dollars each year. Learn how to go beyond Bid Management to dramatically improve your SEM Return and dramatically improve conversion rates, while actually reducing the manual overhead common to bid management tools. The result- campaign objectives are exceeded, profits increased and growth in volume.

• How to Effectively Manage Paid Search Campaigns
• Increase Conversion Rates
• Maintain consistent ROI throughout the year
• Automatically allocate budget to best performing Paid Search variables

• Speaker:
  Jen Brown, Manager of Digital Services, EMEA, WebTrends
  

Sponsored Session
IAB Search Council presents... Search Marketing Best Practice
In July 2008 the IAB Search Council, consisting of senior search experts from search engines, agencies, tech providers and a panel of the UK's top advertisers, released the IAB's Search Help Centre. It is a resource that covers topics the Council found search marketers to be lacking knowledge on. Topics include trademarks, intellectual property ownership, invalid clicks and privacy in the search environment.

Here, in this exclusive session for SES 09, senior thought leaders from the Search Council discuss the topics in the resource, bringing advice jointly approved by Google, Microsoft and Yahoo! direct to the search industry. Each attendee will also be given a free printed copy of the resource and agency selection checklist.

The agenda will cover:

• Introduction
• Intellectual property ownership - do you really have control of your keyword and campaign data? Are you aware of its value and the risks you may be placing your business under?
• Trademark use - what are the rules and issues? What should you be aware of? Have recent changes affected the market place?
• Selecting a search agency - if you require an agency to help with your search marketing it's important that you choose the right one. Are you confident that your selection process is fool proof? Are you approaching the process in the correct manner? Do you know what you should and shouldn't be checking? This session will discuss everything you need to make the right decisions.
• Round-up and questions

• Speakers:
  Jon Myers, Head of Search, MediaVest
  Gavin Ailes, Deputy Managing Director, The Search Works
  Mike Teasdale, Planning Director, Harvest Digital
  Paul Mead, Managing Director, VCCP Search

Sponsored Session
Recession-Proof Performance Marketing: Leaning into the Dip
Question: "Other than hindsight, how does someone know when it's time to quit?"

Answer: "It's time to quit when you secretly realize you've been settling for mediocrity all along. It's time to quit when the things you're measuring aren't improving, and you can't find anything better to measure." (The Dip: Seth Godin)

In the current economic climate it is essential for companies to focus on what matters: immediate revenue building projects, to continuously innovate and find new levels of product and service performance to grab market share. Discover new ways of thinking and harnessing performance marketing and how to lean into the dip.

• Speaker:
  Brandon Keenen, Search Sales Director, Platform-A UK

Orion Panel
Measuring Success in a 2.0 World
How do you know if you've been successful with search engines and your website in general? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your website, or make the ultimate jump and "close the loop" by measuring sales conversions and ROI. This panel explores both classic and cutting-edge techniques to measure success, what statistics you should really care about, ways to be more strategically focused, and how to drive increased revenue for your business.

• Moderator:
  Mike Grehan, Global KDM Officer, Acronym Media
  
• Speakers:
  Richard Zwicky, Founder & CEO, Enquisite
  John Marshall, CTO, Market Motive
  Miles Bennett, Director, TargetStone Limited
Neil Mason, Director of Analytical Consulting, Foviance

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

Track 1
The State of Search Integration
Search does not exist in a vacuum. In fact, research shows that offline channels drive users to search to the tune of 67%. Obviously search marketers have a huge opportunity to leverage offline channels to drive search. But are search marketers finally catching on? Are they even aware of the relationship between other marketing channels and their own? Are they actually coordinating or integrating their search efforts with their other channels, and if so, which ones? For that matter, what integration techniques are they using? And more importantly, if they aren't integrating, why not? This session will cover the extent to which search efforts are integrated with a variety of offline marketing channels; the big disconnect between search marketer strategy and search user behavior, the specific search marketing and integration techniques in use today, and obstacles to the integration process.

• Moderator:
  Jon Myers, Head of Search, MediaVest
• Speaker:
  Erica Schmidt, Global Director of Search, Isobar
  Ross Barnes, Head of Digital Media, Response One
  Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy
  Neil McCarthy, Chief Sales and Marketing Officer, Latitude
  

Track 2
Search Resources: Building A Better Economic Model
The pay-per-click marketplace has at its base an almost perfect business model in its ecosystem. What makes this model successful is that the advertiser and agency win together. The economics of the model are clear.

Is a paid referral which converts worth more or less than an organic referral which also converts? Why are the economic models different?

In today's uncertain economic times, businesses need certainty around their marketing and sales initiatives. Measurable, quantifiable strategies which have a defined ROI will win, as managers will only invest in activities they can measure. Companies have to make difficult choices in investment strategies; advertisers deserve to only pay for customer acquisition strategies that deliver; and practitioners deserve to be paid for the full value they deliver. Existing business models need to adapt to the new environment.

This panel will discuss new economic models in online marketing, and propose ways which advertisers and agencies can win together in all areas of online marketing through the economic downturn.

• Moderator:
  Richard Zwicky, Founder & CEO, Enquisite
  
• Speakers:
  John Marshall, CTO, Market Motive
  Andrew Goodman, Principal, Page Zero Media
  Rand Fishkin, CEO, SEOmoz.org
  

Track 3
Online Video Update - The Next Wave
This session will provide tips on how to navigate the new wave of online video, as more people are watching, sharing, and finding videos online. It will cover the four contributing factors to the massive surge in popularity and predicted continued growth for online video, as well as the converging factors that have led to the next wave of online video search. The panelists will also discuss the issues with video search, and the industry's desire for standards on how to tag, organize, and find videos.

• Moderator:
  Michael Boland, Senior Analyst, The Kelsey Group
  
• Speakers:
  Shari Thurow, Founder and SEO Director, Omni Marketing Interactive
  Greg Jarboe, President & Co-Founder, SEO-PR
  Liana Evans, Director of Internet Marketing, KeyRelevance
  

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:
  Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  
• Speakers:
  Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy
  Adam S. Goldberg, Chief Innovation Officer, Clearsaleing
  Neil Mason, Director of Analytical Consulting, Foviance applied insights
  

Track 2
Analytics: Data Into Action
How can you translate analytics data into meaningful, actionable, recommendations for improvement of an SEO strategy? The focus is on ACTION. Simply getting a statistics report isn't enough to consistently manage an optimization or a keyword campaign. How do you do the deep dives into the data, and what should you be looking for? For some, they find gold, but it has to be communicated up the ladder. Finding, interpreting, and communicating the data are all very different things and all must be used to build a successful analytics program. Find the holes in your SEO strategy by evaluating different keyword and link based traffic, so that you can make a business case for change and increased investment.

• Introduction by:
  Stewart Quealy, VP, Content Development, Incisive Media
  
• Speaker:
  Matthew Bailey, President, SiteLogic
  

Track 3
Mobile Search Update - The Next Generation
The search wars have gone mobile. With mobile carriers working with advertisers, Web giants looking to extend their brands into mobile, and Yellow Pages or Directory Assistance players getting into mobile, the stage is set for a battle royal. This session will enable search industry professionals to understand opportunities in mobile search. The panel will present updates of industry data on mobile search categories and strategies employed by leading practitioners. The audience will come away with a solid understanding of the fundamental marketing issues at work, backed up by hard numbers.

• Moderator:
  David Radicke, Consultant, SEO, SEM, Web Analytics, Radicke eCommerce
  
• Speaker:
  Cindy Krum, Founder and CEO, Rank-Mobile
  Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC
  Michael Boland, Senior Analyst, The Kelsey Group