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SES Chicago 2009 Agenda - Conference Day 1

December 7 - Monday, Day 1
7:30am-5:30pm Registration
8:00am-9:00am Morning Coffee
9:00am-10:15am SES Keynote: Jeff Jarvis

Conference Welcome/Orientation & Opening Keynote
Jeff Jarvis

  • Keynote Speaker:
    Jeff Jarvis, Author, What Would Google Do?
10:15am-10:30am Session Interval
10:30am-11:30am

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

Search Fundamentals Track
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 optimize 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 Search Engine Strategies events.

  • Introduction by:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
  • Solo presentation by:
    Dr. Ralph Wilson, Founder and Editor-in-Chief, Web Marketing Today®

Blended Search Results Track
Mixed Media SERPs
Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. How do the new "blended" search results pages affect your marketing strategy? Do these changes mean that the major search engines are eager to keep the "second click" on web properties owned by themselves? How popular are the new blended search results with users?

  • Moderator:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
  • Speakers:
    Larry Cornett, VP, Consumer Products, Yahoo! Search
    Mat Siltala, Founder, Avalaunch Media
    David Naylor, SEO, Bronco
    Mark Knowles, President & CEO, Pixelsilk, Inc.
    Todd Schwartz, Group Product Manager, Bing

Analytics, Conversion & Attribution Track
Search 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.

  • Moderator:
    Richard Zwicky, Chairman, BlueGlass

The State of Search Track
Search Industry Today
The paid search marketplace has rocketed from virtually zero to more than $10 billion in the past decade, which begs the question: Is the search marketplace on the verge of maturing in North America or will advertising dollars continue to flow into search? As ROI and performance become increasingly important, is search gaining a larger share of advertising revenues or is search generally or at least across some categories, too expensive and competitive? Can search make an argument for value beyond pure performance and results? Will further insights and performance gains be realized as they relate to an overall SEM+SEO strategy for a brand or has the industry discovered most of the tricks? This panel takes a hard look at the current value proposition of search and how we got to where we are today.

  • Moderator:
    Pauline Ores, Senior Marketing Manager, Social Media Engagement, IBM Corporation
  • Speakers:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
    Heather Dougherty, Research Director, Hitwise
    Kevin Lee, Founder & CEO, Didit
    David Pann, General Manager, Search Business Group, Microsoft Corporation

Search on the Edge Track
Search: A Real Time Paradigm?
Search engines strive to have the most up-to-date content on the web, indexed and ready for display to searchers. They are moving towards that goal quickly, showing fresh, instant content higher in the blended search results. Google has created 'show options' which includes pages crawled in the last 24 hours and forum/review results. Others like Twitter, Facebook and LinkedIn are indexing instant submissions and making them highly visible in search results. Fresh content is a high priority for search marketers and advertisers to create and optimize.

How can you ensure that your products and services are highly visible in this new search arena? Communities, forums, status messages, breaking news, groups and other methods are in the conversation. These experts know how to take you there and will suggest the best ways to become visible.

  • Moderator:
    Barbara Coll, CEO, WebMama.com Inc.
  • Speakers:
    William Fischer, Co-Founder & Director, Workdigital, Ltd.
    Rob Walk, Managing Partner, NovaRising
    Nathan Stoll, Co-Founder, Aardvark
    Ho John Lee, Principal Program Manager, Social and Real Time Search, Microsoft Bing

11:30am-11:45am Session Interval
11:45am-12:45pm

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

Search Fundamentals Track
Keyword Research
How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? Learn how to target the right terms in your paid and organic search marketing, and where these keywords should be used.

  • Introduction by:
    Pauline Ores, Senior Marketing Manager, Social Media Engagement, IBM Corporation
  • Solo Presentation by:
    Christine Churchill, President, KeyRelevance

Blended Search Results Track
YouTube & Video Optimization
Online video marketing is crucial in today's marketplace. More than 158 million Americans watched an average of 8.3 hours of online video during July 2009. That's more viewers than the 151.6 million Americans who watched Super Bowl XLIII, which reached the largest television audience in U.S. history. This solo presentation by the author of "YouTube and Video Marketing: An Hour a Day" will provide you with proven, practical guidelines for developing and implementing video marketing for your organization.

  • Introduction by:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Solo Presentation by:
    Greg Jarboe, President & Co-founder, SEO-PR

Analytics, Conversion & Attribution Track
How to Turn Your Web Analytics Into a Money-Making Machine
You tagged your website with analytics. You may even login to check your stats or get them emailed to you. What does it all mean? How do you find anything useful in the endless amounts of data provided? How do you turn those reports into insight and action? In this session, each panelist will provide you with 3 solid tips to make money from your web analytics and answer questions about everything you've wanted to know about web analytics but were afraid to ask.

  • Moderator:
    Richard Zwicky, Chairman, BlueGlass
  • Speakers:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
    Jim Sterne, Chairman, Web Analytics Assn & Founder, eMetrics Marketing Optimization Summit
    Phil Mui, Group Product Manager, Google Analytics

The State of Search Track
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:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Eli Goodman, Media Evangelist, comScore, Inc.
    Justin Merickel, Vice President, Marketing & New Product Development, Efficient Frontier
    Doug McMillen, National Search Specialist, Microsoft Advertising

Search on the Edge Track
New Exporters: How Search Marketing Can Be Used to Build Overseas Trade
The global markets offer rich pickings for many US firms who haven't yet dipped a toe in the water! This panel will explain how to identify export opportunities using keyword research and how to exploit them using either search engine optimization or pay per click. It will answer questions such as:

  • How to decide where to target
  • Using testing to minimize roll-out risks
  • How much do you need to do to be effective?
  • Which languages? Can you use English?
  • Getting paid
  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Andy Atkins-Krüger, Managing Director, WebCertain
    Motoko Hunt, President, AJPR
    Jim Matheson, Senior Director, Online Marketing, SuccessFactors
    Guillaume Bouchard, CEO, iProspect

12:45pm-1:45pm Networking Lunch
Google

Google Sponsored Lunch - 1:00pm-1:30pm  iSponsored sessions are free to attend. Click for session details.
What's new and exciting with Google Analytics?

1:45pm-2:45pm

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

Search Fundamentals Track
Link Building Basics
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.

  • Introduction by:
    Pauline Ores, Senior Marketing Manager, Social Media Engagement, IBM Corporation
  • Solo Presentation by:
    Debra Mastaler, President, Alliance-Link

Blended Search Results Track
Images & Optimization
It's been said that a picture can be worth a thousand clicks. If your website has a lot of product images or contains many images as part of the design, you can't afford to miss this session. Join us as we explore enhanced image search along with image links, geo-tags, accessibility issues, alt attributes, surrounding text, filtering concerns, file sizes, image-specific search engines and a host of other important considerations for capturing targeted traffic.

  • Moderator:
    Joshua Palau, VP, Search, Razorfish
  • Speaker:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
    Grant Crowell, YouTube Custodian & Videologist, GrantCrowell.com
    Mat Siltala, Founder, Avalaunch Media

Analytics, Conversion & Attribution Track
Meaningful SEO Metrics: Going Beyond the Numbers
As knowledge of SEO practices moves from the offices of the optimizers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources.

This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.

  • Moderator:
    Chris Boggs, COO/CMO, Internet Marketing Ninjas
  • Speakers:
    Richard Zwicky, Chairman, BlueGlass
    Jeff Ferguson, CEO, Fang Digital
    Linda Ramsey, Vice President, Consumer Marketing, Restaurant.com
    Dave Tan, VP, Content Solutions, Resolution Media

The State of Search Track
Online PR: Where to Next?
Ten years after Cluetrain, where are we headed? This session will take a look at how social media and search will impact PR in the next five years.

  • Moderator:
    Sally Falkow, President, PRESSfeed
  • Speakers:
    Beth Harte, Sr. Subject Matter Expert, Digital Marketing , Serengeti Communications
    Duncan Alney, President & Social Media Strategist, Firebelly Marketing
    Marty Weintraub, Founder & Evangelist, aimClear
    Andy Beal, CEO, Trackur.com

Search on the Edge Track
From Search to Discovery
There's a massive transition underway - thanks to social networks, people are discovering content instead of searching for it using search engines like Google. This trend is already impacting the New York Times and Dell.com, and whether Twitter and FaceBook endure doesn't really matter - this new transition has major implications for search engines and anyone who relies on them for website traffic. What does this mean for you? Learn to understand this trend from long time SEO experts who have chosen to build for brand through social networks, and in the process turned their backs on many SEO best practices to achieve far greater returns.

  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Mike McDerment, CEO & Co-founder, FreshBooks
    Bill Scott, Chief Operating & Commercial Officer, easelTV
    Jonathan Allen, Director, Search Engine Watch

2:45pm-3:15pm Afternoon Break
3:15pm-4:15pm

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

Search Fundamentals Track
Point/Counterpoint: DIY SEM - The Pros & Cons
Data are keys to driving measurable SEM lead generation. If you're manually managing your SEM campaign, data = time = money. Reconsider! It may be time to find both an expert and intelligent software to help. Manual data collection is time-consuming, and involves:

  • Looking inside your business for all the services, products and branding you have to "market"
  • Developing a list of the best and right key words that require ongoing testing for highest performance
  • Knowing which key words perform via manual conversion tracking
  • Developing the right landing page, tracking A & B pages for better performance, adaptation
  • Having user interface testing capability
  • Managing your daily spend to drive conversions—dynamic management is required!
  • PPC is highly complex and requires continual fine-tuning to ensure campaign success
  • Machine intelligence is required for dynamic lead generation
  • One person cannot master the nuance, perspective or strategy of landing pages, keywords and bid management.


SEM is complex. In order to make the most of your marketing dollars, you can't DIY without great tools & a minimum level of SEM expertise. If you don't have both of these components, it may be wise to look to a partner. This lively discussion will cover the pros and cons of DIY SEM so that you will have to tools you need to make your own informed decision.

  • Moderator:
    Jessica Bowman, CEO, SEOinhouse.com
  • Speakers:
    Maia Benson, Director, SEM, LexisNexis
    John Ellis, Senior Online Marketing Manager, ResortQuest
    Ryan Gibson, VP of Marketing, RKG (Rimm-Kaufman Group)

Blended Search Results Track
SEO Through Blogs & Feeds
Not yet running a blog? Not syndicating your content through web feeds? Then you're missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.

  • Moderator:
    Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
  • Speakers:
    Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
    Lee Odden, CEO, TopRank Online Marketing
    Sally Falkow, President, PRESSfeed
    Daron Babin, CEO, Webmaster Radio

Analytics, Conversion & Attribution Track
20 Secrets of Top Converting Websites
The average conversion rate for a website is around 3%, but many websites convert at 10% or higher. What do they do that you may not be doing? Bryan Eisenberg, who has been helping companies improve their conversion rates since 1998 will reveal 20 of his most valuable tips that will help you increase your conversion rate. In this fast paced session you'll find relevant examples from retail sites, B2B sites, publishers and everything in between. You'll learn the key principle of GTC - Get the Cash! You'll never be able to look at a website the same way again.

  • Introduction by:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Solo Presentation by:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com

The State of Search Track
Search and the Integrated Marketing Mix
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 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.

  • Moderator:
    Jim Sterne, Chairman, Web Analytics Assn & Founder, eMetrics Marketing Optimization Summit
  • Speakers:
    Michael Kahn, CEO, Performics
    Keith Boswell, Director of Digital Marketing Strategy, Kaiser Permanente
    Vivek Chaudhuri, Director, Search Marketing, Digitas Health
    Alan Osetek, President, Resolution Media

Search on the Edge Track
The Quest for Perfect Information: How Network Intelligence is Transforming Search
Search marketing is rapidly evolving towards an efficient marketplace driven by near-perfect information and real-time transactions. Buyers and sellers are increasingly leveraging technology to stay ahead of the curve and make the most informed decisions to meet performance requirements. And much like the emergence of hedge funds and automated trading desks of Wall Street in the 1990s, the search marketing industry today is experiencing a dramatic transition in which access to data and tools to leverage that data are separating the sophisticated, efficient clearing houses from the outdated, speculative ad arbitragers.

This session will bring together a collection of search networks to discuss the future of search engine marketing. Moderated by Ken Miller, CEO of Anchor Intelligence, this panel will provide insight into how search networks are amassing data and tools to enable automated, optimized ad buying and selling decisions. Moreover, attendees will learn specific ways in which they can improve ad-matching decisions to ultimately improve advertiser ROI.

  • Moderator:
    Ken Miller, CEO, Anchor Intelligence
  • Speakers:
    Stephen Scarr, Co-Founder & CEO, Info.com
    Bill Leake, President and CEO, Apogee Search
    Ted West, CEO and President, LookSmart
    Craig Greenfield, VP Search and Performance Media, Performics

4:15pm-4:30pm Session Interval
4:30pm-5:30pm

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

Search Fundamentals Track
Customer Insights via Search Engine Tools
With the volume of information available, search engines can tell you a lot about your customers: How they think, what they are looking for, what's most important to them, and how their needs change as they move through the buying process.

Web analytics tools provide insight into the people who have already found and visited your website. But search engines can tell you about the entire online population. This collective set of data can be viewed as a gigantic, publicly available research study; your very own focus group... and all for free! This session will cover how to use search engines and search engine research tools to answer these critical questions:

  • Specifically, what are my customers looking for?
  • How do their needs change as they move through the buying process?
  • Where are my prospects and customers located?
  • Do customers in one region have different needs than those in another?
  • Do they have seasonal needs?
  • What are the demographic attributes of my customers?
  • How are my customers' needs changing over time?


Specific examples and competitive analysis will be provided for the various tools including: keyword research tools, Google Trends, Google Insights, and MSN Lab tools.

  • Moderator:
    Patricia Hursh, President, SmartSearch Marketing
  • Speakers:
    Graham Mudd, Vice President, Search & Media, comScore, Inc.
    Brian Ussery, SEO Consultant, BEUssery LLC

Blended Search Results Track
Ghost Blogging, Tweeting, Content Production - Ethical? Does It Matter?
There's a lot of heated discussions going around about is it ethical to "Ghost Tweet" or "Ghost Blog". In essence, should it be your company producing your social media content or your agency sending out your tweets or writing your blog posts in your name? Should you disclose who's sending out your tweets? Is it fair to your audience if it's not really you? Does your audience even care? It's still valuable content right? When it comes down to it, who does it hurt? That could be one argument. Then, take a look at what Wal-Mart did with Walmarting Across America, or Sony with their Flogs. On this panel, some of the industry's top minds will answer in Q&A form some of your most pressing questions about why or why not companies should consider alternatives to producing their own social media & search content.

  • Moderator:
    Beth Harte, Sr. Subject Matter Expert, Digital Marketing , Serengeti Communications
  • Speakers:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
    Andy Beal, CEO, Trackur.com

Analytics, Conversion & Attribution Track
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.

  • Moderator:
    Mike McDerment, CEO & Co-founder, FreshBooks
  • Speakers:
    Adam Goldberg, Chief Innovation Officer, ClearSaleing
    Bill Hunt, President, Back Azimuth Consulting
    Chris Knoch, Director of SEM Consulting, Omniture
    Andrew Wheeler, EVP & Managing Director, iProspect Boston
    Kristin Clark, Director, Media and Market Planning, Broadview Security

The State of Search Track
Beyond Googling: 5 Years Later it's a Different Audience
Nothing in search marketing is as certain as change. Ten years ago Google did not exist - now it's a verb that means searching on the Web. Growing use of media such as video, social and personal appear to provide new avenues for searchers. What are the early adopters embracing now? How will your customers find you? What media should you keep in your sites and what should you discard? This session is a long-view look at weak signals and trends that appear to point in new directions.

  • Speakers:
    Bill Scott, Chief Operating & Commercial Officer, easelTV
    Javed Panjwani, Business Development Executive, Wolfram Alpha LLC
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group

Search on the Edge Track
What's the Link Between Search and Social?
Every day the lines between search and social media become blurrier and blurrier. Twitter, for example, can be used as a "social network" to communicate with friends or a "search engine" to ask for recommendations from experts. And Facebook now allows people to search the content of status updates. So how can marketers and agencies best organize their assets to leverage the synergies between search and social? In this panel discussion, we'll learn how brand marketers are managing their presence across these converging channels. And we'll explore how future search algorithms will incorporate the social graph and how social networks will use PageRank and HITS methodologies. We'll also discover the inner workings new real-time search engines. And we'll hear how leading social networks are thinking about using search to improve monetization.

  • Moderator:
    Aaron Goldman, Chief Marketing Officer, Kenshoo
  • Speakers:
    Marshall Clark, Group Director, Search, Organic, Inc.
    Tobias Peggs, CEO, OneRiot
    Brian Boland, Manager, Performance Solutions, Facebook
    Bryan Simkins, Marketing Specialist, FedEx


SES Magazine
View this issue:
SES Magazine December 2009 - Chicago Guide
Chicago Guide
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E-Commerce Manager
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Associate/Assistant
C-Level:
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
IT/Web:
Executive Director, IT
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Association Sponsors
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Search Engine Guide
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Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to sales@sesconference.com.

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



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