| 8:00-5:00pm |
Registration |
| 8:45-9:00am |
Opening Remarks
- Speaker:
Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ
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| 9:00-10:00am |
Keynote Address
"Misleading & Myopic" vs. "Meaningful" Multi-Channel Marketing Measurement
In this keynote, we'll uncover insights that will help marketers drive revenue growth while simultaneously increase their ROI from an accurate, holistic multi-channel perspective. To become the sophisticated and successful CMOs of the future, today's marketers will need to understand how to not only optimize ROI for each of their own channels, but how to correctly optimize the entire marketing budget and media mix by combining advances in econometric and attribution modeling. Understanding the dependency of multi-channel influence and confluence of all the various marketing channels will also represent the buyers journey more accurately than the "siloed" single channel approach that most marketers are relegated to using today. So just how much do the digital channels including search, display, social, mobile, and email impact each other as well as their offline counterparts in print, radio, TV, direct mail, outdoor and PR (and vice versa)? We'll be addressing the answer to this question and more.
And just because it's a keynote, don't think that you won't walk away with a set of actionable take-aways - we'll be addressing the three pitfalls of poor marketing attribution measurement while providing the antidote in the form of five best practices in creating marketing attribution nirvana including getting beyond the "last click model." Come and see the latest findings and breaking industry research from the world's top advertisers and how it will shape the future of marketing.
- Keynote Speaker:
Mikel Chertudi, SES Advisory Board & Sr. Director, Online & Demand Marketing, Adobe
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| 10:15-11:15am |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
HTML5: The Interactive Social Web
HTML 1.0 was developed as simple mark up code to format and display text. But with the growth of the world wide web and the demand for a much richer end user experience web browsers are forced to accept alien apps and plug ins. JavaScript, Flash and AJAX , all required to provide both commerce and entertainment on the web. But with the emergence of HTML 5 developers can now take a different approach. Find out how the new hypertext markup language will change the chemistry of the web.
- Solo Presentation by:
Maile Ohye, Senior Developer Programs Engineer, Google
Track 2
Next Gen YouTube Marketing
The internet's second most popular search engine can be a tough Tube to crack but not with this advanced team of video SEOs and marketers. Do you really have to blend an iPhone or sit on a horse backwards pitching shower gel to have a successful video marketing campaign? This session will answer those questions and more by sharing successful video marketing case studies, specific advanced optimization tactics and YouTube networking advice that can help boost your next video marketing projects to the next level.
- Moderator:
Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
- Speakers:
Jonathan Allen, Director, SearchEngineWatch
Greg Jarboe, President & Co-founder, SEO-PR
Paul Carff, Sr. Developer Advocate, Google Inc.
Track 3
Advanced Keyword Modeling
Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.
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| 11:15-12:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
PPC Beyond Search: New Ad Formats, Display, and Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of new ad formats like Sitelinks and Product Extensions, various flavors of managed and automatic content matching, and new tactics for managing and bidding on various placements, this session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?
- Solo Presentation by:
Kevin Lee, Co-Founder & Executive Chairman, Didit
Track 2
Creative Thinking And Effective Linking
Link analysis has played an integral role in the ranking mechanisms at major search engines such as Google and Bing. But as the web has progressively shifted from a collection of text based documents linked together to an ever expanding diversity of content types, link analysis techniques have been extended in complexity. It's fairly well recognized in the SEO sector that the importance of PageRank at Google has been declining. However, links are still vitally important to factor into your SEO strategy. This session also takes into consideration the combination of links, text and usage data as ranking signals to search engines. Learn how to use creative methods to develop and maintain an ongoing linking strategy to acquire quality links and improve ranking for varying types of content.
- Solo Presentation by:
Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario
Track 3
Twitter 2.0 : Creating And Distributing The Message
Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter can help your business reach more customers, influencers and audiences than ever before. If you've been experimenting with Twitter and want access to advanced tactics for identifying influentials, effective messaging strategy, integration with other social media, operationalizing message distribution and measurement, then this is the session for you. Oprah and Ashton Kutcher might have the followers, but this session will focus on results.
- Solo Presentation by:
Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
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| 12:15-1:15pm |
Lunch |
| 1:15-2:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
SEO Veterans: Tools of the Trade
As Search Engine Optimization becomes more complex so must the tools. This session will focus on the less popular, task specific tools used by experienced SEOs to solve advanced and complex challenges and performance problems.
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
- Speakers:
Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
Brent Payne, SEO & Social Media Director, 435 Digital
Bruce Clay, President, Bruce Clay, Inc.
Track 2
Information Architecture For The Modern Web Site
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:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Track 3
Social Media Data Can Drive Your Business
For an increasing number of companies, online communities have become an important tool for engaging with their customers and driving sales. A recent study published in the Harvard Business Review found that community participants at an online auction site both bought and sold more, generating on average 56% more in sales than non-community users. In addition, the growth of social media channels and platforms has also accelerated the need for organization to better understand how to best leverage user activities in these environments.
This panel discussion will help you better understand what factors to look at in terms of monetizing the vast ocean of data in the Social Media realm. Specifically, why and how to tie community activity with KPI's and revenue. We will dive deep into how to leverage integration between a community (such as Lithium) and an analytics platform (such as Omniture) and then how put that data into action.
Attendee takeaways include:
- What metrics or factors tend to be predictive indicators on community health
- Establishing key performance indicators for social media
- How to correlate community health factors with usage metrics for specific community features to reveal the effects of these features on the community
- How to take existing data and develop a meaningful measure of community health and social media activities
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| 2:15-3:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Why Your Online Catalog Sucks, And What To Do About It
Most online catalogs are squandering potential profits needlessly. In this fast-paced and entertaining session with noted landing page optimization author and expert Tim Ash, you will learn about a number of powerful strategies for improving conversion rates. Learn to identify the common problems that are present in almost every online catalog, and how to avoid them.
- Solo presentation by:
Tim Ash, CEO, SiteTuners.com
Track 2
PPC Masters Session: Advanced Search Tactics
Seth Godin recently wrote that "being a novice is overrated," because the spoils of victory don't accrue to those who push just slightly past the beginner stage - they go only to the obsessed, those who take it (to quote George Costanza) "up a notch," even "all the way to the Hamptons." This session pushes deep into the workings of Quality Score, and also covers: how to handle all five (!) AdWords matching options; multivariate ad testing tactics; mind-boggling new paid search features like AdWords Campaign Experiments; and grown-up corporate puzzles about appropriate metrics and attribution. Also, we counsel a balanced approach to automation where some data points are considered in the background as aids to thoughtful strategy, whereas more clear-cut decisions should be more automated so as to minimize human error.
- Solo Presentation by:
Andrew Goodman, SES Advisory Board & President, Page Zero Media
Track 3
SEO On A Global Scale
Global SEO is one of the most challenging areas of Search Marketing but is one that can yield significant growth, traffic and revenue opportunities to those who execute correctly. This session will take you and your site on a exciting journey through the challenges of language, site infrastructure, optimization, cultural issues and the significant opportunities in multiple markets.
- Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
- Speakers:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
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| 3:15-3:30pm |
Coffee Break |
| 3:30-4:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Content Marketing Strategy
The core of any search or social media marketing program centers on content. Digital assets, rich media, web pages, MS Office and PDF docs as well as content created and shared by consumers all offer opportunities for optimization. If it can be searched, it can be optimized!
Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. This session provides unique insight into content based optimization strategies and processes as well as tactics for sourcing, creation and promotion of optimized content on the social web.
- Solo Presentation by:
Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing
Track 2
Killer Facebook Targeting Tactics
What can you do with a social network that has over 500 million members? Find out as these accomplished Facebook marketing experts share their "killer tactics" for harnessing the real marketing and ecommerce potential of advanced Facebook Advertising, Fan Pages and Groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.
- Solo Presentation by:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
Track 3
Reputation Management
Now that Google has lifted the ban on trademark terms in search ads, should we expect an immediate influx of brand names in Google keyword ads? Should you use a competitor's trademark in your own search advertising? What if a competitor has an ad running on your trademarked brand name? A single negative review of your company, a blog post from an unhappy customer, or a 140-character tweet can result in a millions of dollars in lost sales. Is it worth engaging professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands, and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? What social networking profiles can you use to push down negative reviews of your company? This session will provide an exploration of these and other brand protection issues.
- Solo Presentation by:
Chris Boggs, Director, SEO, Rosetta
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| 4:30-5:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Social Commerce: Leveraging The Voice Of The Consumer
What better way to know what your customers want than to let them tell you! When done correctly, social media conversations offer a lens directly into the needs, wants, preferences, and feature requests of your target market. This session will offer tools and techniques on how to effectively pan for nuggets of gold the various streams of content.
Track 2
Smart Mobile Marketing
Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking an integrated mobile marketing strategy.
This session will help attendees understand how mobile marketing fits into the traditional and online marketing mix and determine what marketing strategy is most appropriate for their business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major online marketing mistakes that are being made by some of the top mobile marketing agencies.
Attendees will walk away with a clear understanding of actionable mobile SEO best practices including mobile site architecture, local and universal SEO tactics that work in a mobile application and how to author meta data that is compelling in mobile search results.
Track 3
Local + Social: The Future of Promotions
Clearly two of the hottest categories in online marketing are local search and social. Find which data feed services work best for mass local listings online and on the mobile web plus which social networking features have the most effect on local marketing. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web.
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| 5:30-6:30pm |
Networking Event: In the Bar
The Infamous SES Black Hat/White Hat Unconferenced Session
Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws - they are what they are - guidelines. Do we really have to stick to them? What if we find a loophole or two and we can get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that, the white hat practitioners may find a black hat standing on their head and pushing them down the charts. And with search and social being strongly tied together there are so many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it's black hat or white hat to get results?
Join us for our unique unconferenced session. No formal presentations - and all with a glass of your favorite beverage in your hand, of course!
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