| 8:00am-4:00pm |
Registration |
| 8:00am-9:00am |
Morning Coffee |
| 9:00am-10:00am |
Keynote Presentation
Emanuel Rosen
- Keynote Speaker:
Emanuel Rosen, Author, The Anatomy of Buzz Revisited
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| 10:00am-10:30am |
Morning Coffee Break in the Expo Hall
Express Site Clinics: 11:00-2:30pm
iExpress Site Clinics:
Get your Web site reviewed by one of our SES experts. Clinics are free to attend.
Click to find out more! |
| 10:30am-11:45am |
Attendees may choose to attend one of the three sessions offered during this time.
Track: Nuts & Bolts
Introduction to Paid Search
Paid search is a form of advertising that places your text ad near search results on engines like Google, Yahoo, and Microsoft Live Search. The ad systems allow you to choose which specific keywords you want to bid on. This popular session walks you through the key concepts, warns of you of key pitfalls in the setup phase, and explores strategies for maximizing profit now and going forward.
Track: Corporateville
Analytics for Search: ROI, Engagement, Attribution, and More
Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign's economic performance, your users' on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.
- Moderator:
Andrew Goodman, SES Advisory Board & President, Page Zero Media
Track: Geek Track
Follow the Carrot: Cool Mobile Apps
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.
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| 11:45am-12:45pm |
Networking Lunch |
| 12:45pm-2:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track: Nuts & Bolts
Campaign Performance Tracking: Basic Tips
Yes, you can do that! Many digital marketers are unaware of just how easy it is to install tracking solutions to help track return on investment right down to the keyword or ad level. Panelists will show you precisely what to do to get set up, and explore different techniques for measuring and adjusting campaigns based on key insights. Topics include Google AdWords Conversion Tracker, Google Analytics, and third party tools that can provide advanced analytics and even insight into "invalid" clicks. This panel is aimed at a beginner to intermediate level marketer (*not* advanced) and will cover both technical and strategy issues.
Track: Corporateville
Canada-Specific SEO + PPC Issues
While many search engine optimization matters are common globally, Canadian companies specifically face a unique collection of optimization issues due to our proximity to the United States. Panelists offer a variety of practical approaches to dealing with a host of Canada-specific SEO challenges, as well as covering key issues for paid search marketers in Canada.
- Moderator:
Andrew Goodman, SES Advisory Board & President, Page Zero Media
Track: Geek Track
Information Architecture, Site Performance Tuning and SEO
The technical and navigational foundations of your website can significantly impact search referral traffic, either directly or indirectly. Experts explain why all of this matters, and offer tips on how to organize, label, and prioritize your content; how to speed up your site; and how to assess and fix bloated code that may impact the user experience and search rankings.
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
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| 2:00pm-2:15pm |
Session Interval |
| 2:15pm-3:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track: Nuts & Bolts
Tool Time: The Search Marketer's Free-to-Cheap Goodie Bag
If you are responsible for your company's search engine marketing, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.
Track: Corporateville
Social Media: Do Big Companies Get It?
Digg, YouTube, Facebook, Twitter, LinkedIn, and much, much more: for better or for worse, the blanket term for these is still "social media." Debates continue to rage in social media strategy circles. Should companies be creating catchy "campaigns" and "widgets" that "go viral"? When and how, and how much money should they invest? How do we benchmark social media success? Is there fallout when attention-getting tactics fail? Which companies and creators of personal brands truly "get it" when it comes to building loyal followings via social media? And finally, which social media channels are getting old fast?
Track: Geek Track
Paid Search Quality Scoring: 201, 301
How are ads ranked in the paid search auctions run by Google, Yahoo, and Microsoft? Each keyword in your campaign is assigned a "quality score" based on past performance. Sounds simple, right? Well, it's a bit more complicated than that. In any case, you must achieve high quality scores to keep your paid search costs in line. Expert panelists explain the workings of the latest algorithms, discuss case studies and testing techniques, and explain how to troubleshoot problems.
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
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| 3:30pm-4:00pm |
Afternoon Break in the Expo Hall |
| 4:00pm-5:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track: Nuts & Bolts
Monetizing Your Audience: Live Site Clinic
As one lavishly-funded content-focused Web 2.0 startup entrepreneur recently told us: "If this AdSense theory doesn't work out, we're done for." What if your audience is growing but you just aren't generating enough revenue from it? In an interactive live clinic and Q&A; format, our expert panelists provide ideas about: (1) seeking appropriate ad networks and platforms; (2) optimizing your ad layouts and formats for maximum return on your traffic; (3) choosing your primary revenue driver, be it ads, classified listings, paid services and exchanges, or subscriptions; (4) when is an in-house ad sales team needed? (5) the ins and outs of free trial SaaS and content subscription and business models, freemium models, and the "gift economy," real world dilemmas revolving around the extent of free audience growth vs. upgrade-to-paying efforts; and more. Bring your site examples and business model questions, and let us open the discussion to uncover key issues and unlock potential sources of revenue for your company.
- Moderator:
Mona Elesseily, Director of Marketing Strategy, Page Zero Media
Track: Corporateville
How to Speak Geek: Working Collaboratively With Your IT Department to Get Things Done
Our SES research team has determined that the first attempts to advise companies on better communication strategies with IT was none other than our old friend Jim Sterne — in his book Web Metrics and in articles, including a 1998 classic in Webmaster Magazine. More than a decade later, projects are still being slowed or stalled, and millions of marketing dollars are being wasted, due to the lack of alignment among digital marketing and IT teams. Our master translators offer specific strategies for getting the teams to play together on projects related to usability, SEO, paid search measurement, and more. We promise to get beyond the level of "buy the IT team some beers" (if you don't already know that, you're cooked).
- Speakers:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Keith Boswell, Director of Digital Marketing Strategy, Kaiser Permanente
Laura Coltrin, Senior Search Engine Optimization Manager, MySpace
Track: Geek Track
Extreme Makeover: Live Site Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines.
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