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G General  B Beginner  I Intermediate  A Advanced

SES Chicago Agenda - Day 1

Monday, December 8, 2008
7:30am-5:30pm Registration
8:00am-9:00am Morning Coffee

Conference Welcome/Orientation & Opening Keynote
Remix: Making Art and Commerce Thrive in the Hybrid Economy
The content industry has convinced industry in general that extremism in copyright regulation is good for business and economic growth. That's false. In this talk, Professor Lessig describes the creative and profitable future that culture and industry could realize, if only we gave up IP extremism.

10:15am-10:30am Session Interval

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

Search Around the World: Europe, Asia/Pacific & Latin America B
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 Asian Pacific, Europe and Latin America discuss the marketplace and the impact it's having on the world.

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

Search Industry Update G
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.

First Timer's Guide to SES and SEM B
If this is your first Search Engine Strategies conference, you won't want to miss this illuminating introductory session. Matt Bailey and Greg Jarboe, long time SES faculty members, will walk you through the week and help you to understand the various offerings and events. They will present a short overview of the Introduction to SEM session that will be held on Tuesday and they will explain the differences in the various session levels. They will also cover the logistics, networking opportunities and special event details, thoroughly preparing you for your whirlwind week. Also discussed will be the glossary of the terms and phrases that are frequently used at SES events that will be included in the SES magazine. Don't miss it!

11:30am-11:45am Session Interval

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

Social Responsibility in a 2.0 World G
The Web has changed how we do everything, including giving back to our fellow man. What do corporate social responsibility, blended value models and the nonprofit world look like in the Web 2.0 world? Technology has grown by leaps and bounds since the dawn of the Internet as a communication vehicle. It has changed the ways we give back and communicate with our constituents, and new platforms support entire communities. Learn from experts about the latest developments in community and technology for blended value companies and the non-profit sector.

Measuring Success in a 2.0 World I
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.

Mobile Search Battle Update A
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:
    Eric Chan, Consultant in Mobile and Wireless Technology, Mobileslate
  • Speakers:
    Cindy Krum, Founder and CEO, Rank-Mobile
    Bryson Meunier, Associate Director of SEO, Resolution Media
    Rachel Pasqua, Director of Mobile Marketing, iCrossing

The Killer Combo: Advertisers, Agencies, Automation... Oh My! I
Advertising and search budgets are being radically slashed, ROI is becoming more closely scrutinized and as advertising efforts strive towards optimal efficiency, large search advertisers cannot afford to deal with multiple agencies. In order to survive on the brink of recession, global search advertisers require the perfect blend of central strategy and local level execution to limit confusion and deliver a unified front to audiences across all geographic levels.

This panel presents the ideal sampler platter - an advertiser company, its global interactive agency, and its automated global monitoring/measurement technology - to discuss exactly how this killer combo should be performing. Panelists will discuss their experiences and specific examples, both challenges and successes, related to consolidating the strategic portion of an advertiser's global search programming via automation technologies complemented with multi-country ground support around the globe. There have been clear efficiency gains in visibility, standardization of process and metrics, and ROI, and that is critical during these difficult economic times.

  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    Craig Macdonald, VP of Marketing & Product Development, Covario Inc.
    Ellen Watson, Relationship Marketing Manager for Child Care Brands, Kimberly-Clark Corp.
    Henry Hall, Head of Search, Media Contacts New York
12:45pm-1:45pm Networking Lunch

Orion Panel
The State of 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 panel will discuss new research published in August, the results of a study that was designed to get to the bottom of whether search marketers are actually "walking the talk", or whether integration is nothing more than sage advice. 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.

  • Moderators:
    Kevin Ryan, SES Advisory Board Chair & CEO, Motivity Marketing
    Andrew Goodman, Principal, Page Zero Media
  • Speakers:
    Robert Murray, President, iProspect
    Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media
    Josh Todd, Director of Acquisition Marketing, Constant Contact
    Gregg Stewart, Senior Vice President, Interactive, TMP Directional Marketing
2:45pm-3:00pm Session Interval

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

Search and Packaged Goods I
It's common knowledge that the average consumer-packaged-goods (CPG) marketer spends 1% or less of their total advertising dollars on search. Why does Search remain so underutilized among CPG marketers? Do CPG marketers still view search advertising as primarily for direct response, not branding ? Is Google's pricing system, and the rest of the search industry that largely follows its model to blame? Join us for an eye opening discussion as we examine the profile and online behavior of CPG searchers and explore the high-growth opportunity and untapped potential of search marketing for consumer brands.

  • Moderator:
    Mark Jackson, Search Engine Watch Expert & President/CEO, VIZION Interactive
  • Speakers:
    Brian Lipman, Interactive Marketing, ConAgra Foods
    Randy Peterson, Search Marketing Innovation Manager, Procter and Gamble
    Beth Uyenco, Global Research Director, Microsoft's Advertiser and Publisher Solutions Group
    Eli Goodman, Search Evangelist, comScore, Inc
    Matt Wilburn, Senior Director, CPG, Yahoo!

Igniting Viral Campaigns I
In a world dominated by behemoths like, MySpace, and YouTube, how do mid-sized and smaller companies break through to generate online destinations that create buzz, encourage word of mouth and establish relationships with potential buyers? This session unveils the secrets of Web 2.0 techniques and technologies that enable companies to stand out and be talked about.

Is There Life Beyond Google? G
The Web is abounding with so much available information that no single search engine can possibly find it all. While Google's market share is dominant today, there is still tremendous opportunity for its competitors to grow. In this session, we'll dare to go beyond Google and explore a variety of alternative and specialty search engines that provide innovative features and attributes not readily available on Google.

The End of the Search G
Net neutrality is a crucial issue that will ultimately shape the future of the Internet. If Internet access providers, such as telephone and cable companies, begin preferring certain websites or content types over others, it will be harder for the marketing community to determine whether observed online behavior is due to customer choice or provider choice. In addition, the threat of extra charges for "preferred" delivery is likely to saddle online marketers with extra charges or degraded service. Two network neutrality experts analyze the ins and outs of the debate, project the next moves by FCC and Congress, and discuss potential ways that the online marketing community can respond.

  • Moderator:
    Cindy Krum, Founder and CEO, Rank-Mobile
  • Speakers:
    Jim Hedger, SEO Consultant, Metamend Search Engine Marketing
4:00pm-4:30pm Afternoon Break

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

Landing Page Testing & Tuning B
Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion. Note: The session is designed for those who are already familiar with how paid placement works.

  • Introduction by:
    Sage Lewis, Search Engine Watch Expert & President,
  • Speaker:
    Tim Ash, President, Site Tuners

Semantic Search: How Will it Change Our Lives? A
As search dominates our Internet use, this session will explore the new generation of semantic technologies that look to radically change the future. Different companies have taken different approaches to increasing relevance and improving quality of search results. From true natural language search being pursued by companies like Powerset/Hakia, to vertical-focused semantic companies such as BooRah and Uptake, this session will discuss how consumers will benefit directly from these new sets of Internet destinations or enhance experience on existing search engines.

Intellectual Property & Trademark Issues: What SEMs Should Know A
In 2008, U.S. paid search advertisement revenue is expected to reach 15.52 billion. This represents a 31.9% increase over 2007. Despite this tremendous growth, uncertainty in recent court developments may discourage search engine marketers from purchasing keywords that are trademarked by others for fear of being found liable for trademark infringement. The presentation will include a discussion of the state of the law as well as legal ways to use another's trademark to enhance your visibility on the web.

Why Does Search Get all the Credit? A
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:
    Kevin Ryan, SES Advisory Board Chair & CEO, Motivity Marketing
  • Speakers:
    Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy
    Adam S. Goldberg, Chief Innovation Officer, Clearsaleing
    Erin Hunter, Executive Vice President, comScore, Inc
    Ashley Swartz, Independent Consultant
    Paul Elliott, Partner, Acquisition Marketing, Rosetta
SES Magazine
View this issue:
SES Magazine Chicago 2008
Chicago 2008
Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager
Association Sponsors
The Email Experience Council
The Chicago Association of Direct Marketing (CADM)
SEMNE (Search Engine Marketing New England)
Media Partners
Domainer's Magazine
Website Magazine
Visibility Magazine
Jupiter Research
EIN News
Search Marketing Standard
Target Marketing
Revenue Magazine
Electronic Retailer
Web Host Industry Review
DIRECT Magazine
SEO Book
In Association with
Search Engine Watch

News Distribution

Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to