| 8:00-4:00pm |
Registration |
| 8:00-9:00am |
Morning Coffee |
| 9:00-10:00am |
Morning Keynote
Social Media Metrics
Today, social media is where the World Wide Web was in 1995. Everybody's talking about it but best practices are far and few between. We know it's important, valuable and catching on. What we don't know yet is how to measure the business results of our business investments in this new communication medium. Jim Sterne, founder of the eMetrics Marketing Optimization Summit and current Chairman of the Web Analytics Association tackles this subject head on and reveals what he's written in his seventh book on using the Internet for marketing. Reach? Frequency? Traffic? Oh yes - plus influence, sentiment analysis and a whole new way of measuring marketing.
- Keynote Speaker:
Jim Sterne, Chairman, Web Analytics Assn & Founder, eMetrics Marketing Optimization Summit
|
| 10:00-10:15am |
Session Interval |
| 10:15-11:15am |
Attendees may choose to attend one of the three sessions offered during this time.
Advanced PPC
Search Advertising Tools
The competition is fierce in paid search! From small in-house accounts to ones with millions of keywords, it's the new advances in SEM technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week? At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry. As well, the audience will be asked to brainstorm what the "paid search super tool" should include and create a wish list recommendation to tool providers.
- Moderator:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
- Speakers:
Thomas Bindl, SES Advisory Board & Founder & CEO, Refined Labs GmbH
Constance "Connie" Stack, VP, Sales & Marketing, WordStream
Paulo Maranhao, Search Media Strategist, Microsoft
Kristjan Mar Hauksson, Founder, Search & Online Comm., Nordic eMarketing
Geek Speak
Introduction to Information Retrieval on the Web
This session could well be entitled "How Search Engines Work" as it delves into the methods used by crawler based search engines such as Google. Understanding how search engines gather information from billions of documents and index them is essential knowledge for search engine marketers. And having a much better understanding of how hyperlink based ranking algorithms such as Google's PageRank works, goes a long way towards helping you develop a solid linking strategy.
- Find out how search engine crawlers work.
- Find out how keywords are weighted and indexed
- Find out how hyperlink based ranking algorithms work
- Find out how end user behavior can affect ranking
- Find out how to future proof your search marketing strategy in a new decade of search
And it's all broken down into simple-to-understand terms and analogies.
- Introduction by:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Solo presentation by:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
Clinics
Crossing Borders: Global Site Clinic
Going global with a brand is one of the key challenges facing search marketers today. Non English, multi currency and dealing with symbols (double byte) are the first stumbling blocks. So, if you are running an international search campaign across a multitude of diverse markets and cultures, then you can't afford to miss this opportunity to get your website reviewed live by a panel of Search Engine Marketing experts who really do think globally.
Bring your business cards to the moderator at the beginning of the session and get concrete advice on ways to improve your site's SEO, ASAP.
|
| 11:30-12:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Advanced PPC
Advanced Paid Search Techniques
How can you best tap into long tail terms? Are there targeting techniques you're overlooking? This session examines these and other techniques to help you get more out of paid search.
- Moderator:
John Marshall, SES Advisory Board & CTO, Market Motive
- Speakers:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
David Szetela, CEO, Clix Marketing
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
Geek Speak
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.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
- Speakers:
Matt Paines, MD, XSEO
Mikkel deMib Svendsen, Creative Director, deMib.com
Ralph Tegtmeier, aka, Fantomaster
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Clinics
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 experts. They may not be gentle but you will love the end results!
|
| 12:30-1:30pm |
Networking Lunch |
| 1:30-2:30pm |
Keynote Panel
Paid Search, Content Networks & Display
Predominantly discussing the continually evolving pay-per-click space in the UK, this panel also looks at broader opportunities. Having progressed from a basic "Dutch Auction" type of service, pay-per-click advertising now includes content networks where paid search ads are placed on third party websites. AdSense may be the biggest of these types of networks. How do you get the best out of a combination of pay-per-click at the search engine interface as well as reaching out into the content network? Plus, you can place display ads in the content network. Does this provide more clicks and sales? Or is it purely about branding. And as display adverting moves from a CPM model to CPC model, how do we best integrate display and text ads. And, of course, quality score is bound to creep in and out of the conversation. Learn from a panel of seasoned practitioners.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Speakers:
Ciaran Norris, Head of Digital, Mindshare Ireland
Julie Warburton, Client Service Director, Microsoft Advertising (UK)
Duncan Fisher, Head of Paid Search, Latitude
Tom Jones, Head of Media, iCrossing
Nick Gill, Head of Account Management, Yahoo!
|
| 2:30-2:45pm |
Session Interval |
| 2:45-3:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
Advanced PPC
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.
Geek Speak
Augmented Reality: It's a Brave New World
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.
Clinics
Paid Search Site Clinic
If paid search is part of your online marketing campaign, then you can't afford to miss this opportunity to have your website reviewed live by a panel of paid search veterans. Whether you are advertising with Google AdWords, Yahoo Search Marketing, or Microsoft adCenter, our experts have the tips, tricks and advice you need to improve your cost-per-click (CPC) or pay-per-click (PPC) success. Be sure to bring your business cards because it doesn't get more interactive than this!
|
| 3:45-4:15pm |
Afternoon Break |
| 4:15-5:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Advanced PPC
Search Becomes the Display OS
Search advertising, the onetime bastard stepchild of internet marketing which only five years ago barely existed, is now poised to double the spend of display advertising in 2009 (eMarketer). With the continued decline in Display performance, some people believe the only thing that will save Display advertising is making it more like Search. This session explores these leading edge ideas, technology and provides some early case studies the effectiveness of making Search the Operating System for Display. We will provide case study examples of the above and the amazing results achieved and ads that are not only search applications themselves but that can be purchased and targeted based on the keyword.
- Moderator:
Jeff Ferguson, CEO, Fang Digital
- Speakers:
Jonathan Mendez, Founder & CEO, Yieldbot
James Sandoval, Founder & Managing Director, Invizua Limited
Dax Hamman, Chief Revenue Officer, Chango
Sacha Berlik, Founder and CEO, mexad
Geek Speak
Automating Twitter
Within the dramatically expanding social network space, Twitter has become everybody's darling ever since major companies like Dell publicized how many millions of dollars they are actually making via this 140-characters-is-enough micro blogging platform. Of course, the real question is how to bring your message across this huge stream of endless tweets and how to actually be heard in an ocean of white noise without breaking the bank. Obviously, automation is key here - but it does require a lot of insight into the actual mechanics of Twitter in general and online conversations in particular: which automation tools to use? How can you prevent getting your account banned? Treading the fine line between ripping success and utter failure - it's about the right kind of credible interaction. Learn why subtle, "suggestive marketing" works best on Twitter - and how to automate that effectively, too. Plus, effective strategies to outpace your competitors.
- Moderator:
Cindy Krum, Chief Executive Officer, Rank-Mobile, LLC
- Speakers:
Ralph Tegtmeier, aka, Fantomaster
Paul Madden, Owner, Automica Limited
Pierre Far, PhD, SEO and Web Analytics Specialist, pierrefar.com
Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
Clinics
Conversion Site Clinic
There are many companies out there for which traffic is not a problem. Are you one of those companies that gets plenty of visitors but only about 2% of those that visit convert into a sale or a lead? This interactive session takes volunteers from the audience and examines their websites live to show you why you aren't making enough sales. Do you know the main issues holding your website from converting visitors? Our panel of experts will make sure you walk away from this session with a great deal more insight about the factors that cause your website to act like a leaky bucket and what to do about them.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA
- Speakers:
Steve Jackson, Director of Business Insights, Kwantic Oy
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
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| 5:15-5:45pm |
Wrap up Session/Open Forum |
| 6:00-late |
LondonSEO Party |
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