| 7:30-6:30pm |
Registration |
| 8:00-9:15am |
OMI Morning Workshop |
| 8:30-9:30pm |
Morning Coffee |
9:30-10:30am
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Conference Welcome & Opening Keynote
- Keynote Speaker:
Duncan Watts, Principal Research Scientist, Yahoo!
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| 10:30-11:30am |
Grand Opening of the Expo Hall (open 10:00-6:30pm) |
| 11:30-12:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Introduction to Search Engine Marketing
This session will provide a clear and concise overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimise them to gain "natural" or "organic" traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities. This is a must-attend basic session for anyone new to SES events.
- Solo presentation by:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
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Sponsored Session
6 Strategies For Superior SEM Results
This innovative session has a single goal: to provide strategies and tips that can be immediately implemented to improve the results of your online marketing efforts.
The 6 Strategies covered will span PPC Management, SEO, Social Media and Conversion Optimization, and will be supported and illustrated by client case studies and specific examples. Brought to you by Wpromote, a Four-Time Inc 500 company and the #1 Ranked SEM Firm Worldwide, this will be one of the most dynamic and valuable sessions of 2011.
Track 3
Introduction to Analytics
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.
- Solo presentation by:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Track 4
Search: Where to Next?
It's been said that the best way to predict the future is to invent it. And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like in the following five to ten years. What should be on your search radar for 2010 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search? Certain industry pundits have even been heard to say that SEO is dead. The future is coming. Are you ready for it?
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
- Speakers:
Josh McCoy, Lead Strategist, Vizion Interactive
Rob Garner, Vice President Strategy, iCrossing
Eli Goodman, Search Evangelist, comScore, Inc.
Duane Forrester, Senior Program Manager, Bing
IAB Ad Networks & Exchanges Track
Meet the Buyers: Defining Quality in the Buying Experience
What do the leading digital buyers in the world's media capital look for in an ad network or ad exchange? How important is transparency, control and simplicity when choosing a partner? Hear from the New York City's best.
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| 12:30-1:30pm |
Networking Lunch |
| 1:30-2:30pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Information Architecture for the Modern Website
We all know how to develop sites to be search friendly but how do we architect sites for the rapidly evolving cross-media challenges of social media, real time and user generated content. Come learn how design and deploy a next generation site architecture that maximizes your chances of findability no matter where and how searchers look for you.
- Solo presentation by:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
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Sponsored Session
DoubleClick Search V3 Preview
Come see Google's latest innovations in search advertising, including a preview of major upgrades to the DoubleClick Search management system.
- Speakers:
Ariel Bardin, Director, Product Management, Google
Scott Silver, Director, Engineering, Google
Track 3
Analytics RX: Diagnosis and Recovery
You just inherited a website - or have a new client. Where do you start?
An initial analytics evaluation is very different from monitoring a campaign, so how do you even begin to evaluate a brand new site and uncover the first things that need to be measured and completed. These panelists will share their tactics for first-time evaluations and the tips and tricks they use to uncover the important info necessary to develop a long term strategy.
If you are a new analyst, or looking to improve your capabilities, this session is designed to showcase methods for evaluating a brand new site and finding actionable items during that evaluation. Specific segments, reports, analysis and questions to ask in order to complete the job.
- Solo Presentation by:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Track 4
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.
- Solo Presentation by:
Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ
IAB Ad Networks & Exchanges Track
The QAGies Are Coming: The Movement for Quality in Display Advertising
Twenty-two ad networks & exchanges—including Google, Yahoo! and many of the biggest names in the business—are certifying against the IAB Quality Assurance Guidelines (QAG). What will it mean when buyers see this IAB "Good Housekeeping" seal of approval beginning in April 2011?
- Moderator:
Rob Rasko, QAG, CPX Interactive
- Speakers:
Ari Bluman, President, North American Sales & Operations, 24/7 Real Media, Inc.
Ramsey McGrory, Vice President of Exchange Development, Yahoo!
Joanna O'Connell, Senior Analyst, Forrester
Steve Latham, Founder and CEO, Encore Media Metrics
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| 2:30-3:00pm |
Afternoon Break in the Expo Hall |
| 3:00-4:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Developing Great Content
Five years ago, "developing great content" meant creating a useful, information-rich site, and writing pages that clearly and accurately describe your content. With the move to universal search in May 2007, "developing great content" was redefined to include creating videos, images, news, and maps. And with the introduction of realtime search in December 2009, "developing great content" was redefined again to include creating blog posts and live updates on popular sites like Twitter and FriendFeed. In this session, we'll explore the innovative strategies and up-to-the-second tactics for developing a full range of great content.
Track 2
Confidently Projecting ROI for SEO
Over the years, Search Engine Optimization has been one of the more difficult Search Engine Marketing tactics for clearly tracking ROI. It can be argued that analytics tools have greatly mitigated the problem of determining ROI from past SEO efforts, but what about predicting future ROI? In 2011, there are a number of possible ways to confidently project an ROI range, and this session will explore them.
Chris will cover the issues that make ROI so historically unpredictable, and then walk through 3 different models that have been created to address this need. Naturally, positive results tend to beget greater budget for SEO, so Chris will couple ROI modeling with additional insights about how to grow an SEO campaign in order to get the budget for continued expansion.
- Solo Presentation by:
Chris Boggs, Director, SEO, Rosetta
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Sponsored Session
Outmaneuvering the Counterfeiters: How to Protect your Campaign Investments and Your Brand
If your brand is well-known, it's a target for counterfeiters. But did you know you are competing with them for search traffic? In fact, they are very successfully making sales to your customers who often mistake the counterfeiters for your brand. This session is designed to provide search professionals - especially those promoting major brands - with an overview of how savvy counterfeiters exploit both PPC and organic search to steal traffic and results from brands. The session will include case studies from the luxury and sports segments highlighting the tremendous amount of traffic that counterfeiters can generate as well as the amount of investment that they make in online marketing, using branded keywords as bait. This session will also review best practices for combating counterfeiters.
- Speakers:
Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
Frederick Felman, Chief Marketing Officer, MarkMonitor®
Track 4
Social Media & Conversion: The Yellow Brick Road
Facebook, Twitter & Foursquare...oh My! It's convergence...Toto; and we're not in Kansas anymore. What marketer wouldn't love a pair of Ruby Red Slippers to navigate the world of Social Media? Let Jeffrey Eisenberg draw back the curtains and be your wizard. In this presentation he'll challenge some conventional wisdom about what trends will affect your business; what is the marketer's role & what is worth measuring in Social Media. In addition you will learn:
- Why you must clearly identify which of the three voices of social media is appropriate
- How social media visitors' intent motivates visitors to convert differently from searchers
- Why contextual advertising isn't the best way to think about social media ads
- How companies successfully use social media to improve their conversion rates
IAB Ad Networks & Exchanges Track
The AAAA Digital Committee Speaks About Quality
The 4As Digital Committee represents the best in the business-Agency.com, Digitas, Kirshenbaum, MEC, MediaSmith, Moxie, Neo, OMD, Starcom. Envoys from the 4As Digital Committee discuss the relative importance of transparency, control and simplicity in how they partner with ad networks and exchanges.
- Moderator:
Jay Sears, General Manager, the CONTEXTWEB Ad Exchange, CONTEXTWEB Inc.
- Speakers:
Mitchell Weinstein, VP, Director of Ad Operations, Universal McCann
Jade Watts, Account Director, Media Contacts
Stuart Bogarty, Senior VP, Marketing Services, TrueAction
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| 4:00-4:15pm |
Session Interval |
| 4:15-5:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
The Basics of Link Building
Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.
Track 2
What Every Paid Search Advertiser Needs to Know about the Bing/Yahoo Search Alliance
Now that the Bing/Yahoo Search Alliance has given advertisers access to over 30% of all search traffic through Microsoft's adCenter platform, what impact has that had on paid search campaigns? In this session, we'll take a close look at how the Search Alliance has changed paid search campaign performance and management since it launched late last year, and look at the new best practices for optimizing your Bing/Yahoo campaigns. We'll highlight the most important differences between adCenter and AdWords features that every paid search manager should be aware of and dig down into the nitty-gritty details of managing keywords, ads, bids and targeting within adCenter!
- Moderator:
Andrew Goodman, SES Advisory Board & President, Page Zero Media
- Speakers:
Matt Van Wagner, President, Find Me Faster
David Szetela, CEO, Clix Marketing
Rathna Sharad, Group Product Planner, adCenter, Microsoft Advertising
Michael McMeekin, Senior Strategist, Search Optimization, Yahoo!
Track 3
Social Media Metrics
So you're tweeting daily, updating your Facebook status and blogging on your website. Maybe because you feel you need to, or maybe because everyone else is doing it. But what value do these efforts bring you and how do you measure the return you get? What's the value of a fan or follower, and how do you know if you should continue what you're doing or switch up your strategy?
Come to this session prepared to learn meaningful social media metrics, ways to measure your efforts and tactics to refine your strategy.
Track 4
Key Points in Launching a Global Website
As the world becomes smaller and search marketing becomes more complex, the era of "ranking well in Google" is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimizing, and launching the Global Websites that would meet those next generation marketing goals, without losing control or your mind.
The session will cover the following topics and will include some case studies:
- Keyword research
- Language & cultural issues
- Geographical issues
- Issues involving different engines and platforms
- Leveraging standardized templates to develop global websites
- Cross-border management issues
- Copy writing for multiple audiences
- Adapting unique market trends and techniques
- Moderator:
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
- Speakers:
Motoko Hunt, Founder & Japanese Search Marketing Strategist, AJPR LLC
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
IAB Ad Networks & Exchanges Track
RTB, DSP, ATD, WTF: Finding Quality is a Sea of Solutions
What role do demand side platforms play in the digital media supply chain? How do they "plug-in" to supply sources such as ad exchanges? Are they friend or foe of the ad agency, the ad network and the publisher? Where is the money and the margin? Where are the threats, opportunities and impacts to ad holding companies and the biggest players such as Google, Yahoo!, Microsoft and AOL? Demand side platform leaders trade Q&A; with Jay Sears, GM of the CONTEXTWEB Ad Exchange.
- Moderator:
Jay Sears, General Manager, the CONTEXTWEB Ad Exchange, CONTEXTWEB Inc.
- Speakers:
Jeff Green, CEO & Founder, The Trade Desk
Ian Leuchnars, SVP, Search Technology, 24/7 Real Media
Nathan Woodman, Managing Director, adnetik
Chris Sukornyk, CEO, Chango, Inc.
Robert Daniel, EVP Advertising Sales, OwnerIQ
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| 5:15-6:30pm |
Networking Cocktail Reception in the Expo Hall |
| 9:00pm-late |
Webmasterradio.FM's
SearchBash |
