Beat the cold! SES Chicago
2010 will take place the week of
October 18. Your suggestions
for this event are welcome!

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:
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SES Chicago 2009 Agenda - Conference Day 2

December 8 - Tuesday, Day 2
7:30am-6:30pm Registration
8:00am-9:00am Morning Coffee
9:00am-10:00am SES Keynote: Peter Morville

Morning Keynote
Peter Morville

  • Keynote Speaker:
    Peter Morville, President, Semantic Studios
10:00am-10:30am Grand Opening of the Expo Hall (open 10:00am-6:30pm)

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

Search Fundamentals Track
Successful Information Architecture
This session will provide a fresh look at how to successfully architect your site for search engines and how specific page elements and design technologies may impact your ability to gain good organic listings. The speakers will cover topics such as directory and file structure, server-side includes (SSIs), 404 error trapping, JavaScript, robots.txt use, frames, secure area usage, and much more. If time allows, volunteers from the audience will have their sites examined to see how changes could be made to their site architecture and design to increase search engine traffic.

  • Moderator:
    Adam Audette, Chief Knowledge Officer, RKG


Google Sponsored Session  iSponsored sessions are free to attend.
Getting the Most Out of AdWords Optimization Tools
Did you know that Google releases changes to AdWords every 2 weeks? Or that over 20 new features have been added to the AdWords interface within the last 6 months? Recently released AdWords tools can help you save time managing campaigns, increase the quality traffic your ads are receiving, and get better results from your ad spend... but only if you know about them.

Get a comprehensive overview of recent AdWords innovations as Devin Sandoz, Product Marketing Manager for AdWords campaign management and reporting, guides you through the top new features and hidden gems in the AdWords web interface. Learn tips and tricks you can use immediately as you explore the Opportunities tab, custom alerts, data segmentation and other new features.

Small Business Track
Small Voices, Big Impact: Social Media for the Little Guy
What if you could conduct market research, organize focus groups and build your customer base all without spending a dime? Thanks to social media, you can. Small businesses around the world are acquiring loyal customers, gaining valuable insight and boosting business by pounding the social media pavement. Find out how small companies with even smaller budgets can freely tap the world of social media to improve business and increase sales.

  • Moderator:
    Stoney deGeyter, President, Pole Position Marketing
  • Speakers:
    Jennifer Evans Laycock, Social Media Strategist,
    Jessica Kornacki, Vice President of Marketing, Endless Vacation Rentals by Wyndham Worldwide
    Eric Brown, Development & Investment, Urbane Apartments
    Brett Tabke, CEO, WebmasterWorld Inc

Geek Speak Track
Developments in Information Retrieval on the Web
Hyperlinked web documents are being described by Internet researchers as the "tip of the iceberg." In this session we will cover the important concepts that are pushing semantic technology such as linked data and RDFa (rich snippets) and will give practical examples as they relate to recent applications. This session will demonstrate how Internet researchers are changing the WWW in a fundamental and powerful way. With Google announcing its support of RDFa and with other large companies pushing support for linked data, it is important for search marketers to be aware of these new developments. This session will showcase practical examples that search marketers and web developers can use to begin participating in the linked data movement.

  • Moderator:
    Sean Golliher, Founder and Publisher,
  • Speakers:
    Jamie Taylor, PhD., Author, "Programming the Semantic Web" and Minister of Information,
    Martin Hepp, Professor, General Management & E-Business, Universität der Bundeswehr München
    Jay Myers, Lead Web Development Engineer, Best Buy Co.
    Nick Cox, Senior Product Manager, Yahoo!

ClickZ/OMS Track
Social Media Checklist
Before you build or expand your company's social media profile, do you really know what you are getting into? Setting up a Twitter account or Facebook profile or uploading a YouTube video is the easy part. What's next? This panel will examine practical issues you should consider when developing your brand's social strategy.

  • Moderator:
    Anna Maria Virzi, Executive Editor, ClickZ
  • Speakers:
    Sean Carton, Chief Strategy Officer, idfive
    Jeanniey Mullen, Chief Marketing Officer, Zinio
    Heidi Cohen, President, Riverside Marketing Strategies
    Brian Boland, Manager, Performance Solutions, Facebook

11:45am-1:00pm Networking Lunch in the Expo Hall

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

Search Fundamentals Track
Copywriting: 45 Minute Boot Camp
Copywriting requires special skills in the search marketing world. Writing ads for paid search requires three parts science, two parts audience research, and at least one part creativity. SEO copywriting requires a mix of skills, including an understanding of the balance between a natural flow, and the importance of keyword research. And improving conversion rates on landing pages may require testing long versus short copy, headlines, benefits copy, tone, call-to-action text, and more. Our experts share their top tips to maximize your search campaign performance by choosing the right words to connect with customers and bots alike.

  • Moderator:
    Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
  • Speakers:
    Byron White, Chief Idea Officer, ideaLaunch
    Heather Lloyd-Martin, CEO, SuccessWorks

News & Advertising
Real Time SEO: No More Yesterday's News
This session will focus on specific aspects of SEO for large media companies. The panelists will discuss the tools that media companies use to help them rank well for breaking news keywords as well as to capitalize on social media opportunities that exist within news content to help media companies to do well on sites such as: Digg, Facebook, Twitter, Reddit, etc. You'll learn about the future of video SEO and how structured data will play an important role in the future of video SEO for media companies. Lastly, the session will show you how to be successful in executing on large projects related to SEO within a media company.

  • Moderator:
    Tim Ruder, Chief Revenue Officer, PerfectMarket
  • Speakers:
    Brent Payne, CEO, Loud Interactive
    Topher Kohan, Senior Search Scientist, Rockfish
    Rochelle Sanchirico, Senior Director of Acquisition Marketing, Washington Post Digital
    Muhammed Saleem, Director of Social Media Strategy , ChicagoNow

Small Business Track
Search on a Dime
Search marketing has long been touted as one of the most affordable ways to market a business, but these days, competition is fierce. What's a small business on a budget to do? Come and hear the tips and tricks that will help you pick up the valuable traffic being left behind by your competitors. Learn from the best how to maximize your exposure via organic, paid search and local search without emptying your wallet.

  • Moderator:
    Jennifer Evans Laycock, Social Media Strategist,
  • Speakers:
    Dr. Ralph Wilson, Founder and Editor-in-Chief, Web Marketing Today®
    Stoney deGeyter, President, Pole Position Marketing
    Matt Van Wagner, President, Find Me Faster
    Dev Basu, President and CEO, Powered by Search

Geek Speak Track
Landing Page Optimization: The Seven Deadly Sins
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.

ClickZ/OMS Track
PR, Social Media and Search
This session will cover how to integrate social media and search into your PR strategy. The panel will take a look at case studies like Dell's Take Your Own Path campaign. They will also examine the effects of Twitter and Facebook and discuss how the statusphere is gaining ground. At this session you will learn why search is important to PR, where people are searching in social media and how all this affects your PR strategy.

  • Moderator:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
  • Speakers:
    Greg Jarboe, President & Co-founder, SEO-PR
    Sally Falkow, President, PRESSfeed
    Bill Leake, President and CEO, Apogee Search
    Andy Beal, CEO,
    Erik Qualman, Author of Amazon #1 Best Seller , Socialnomics

2:15pm-2:30pm Session Interval

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

Search Fundamentals Track
Paid Search 101
Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.

  • Moderator:
    Amanda Watlington, Owner, Searching for Profit
  • Speakers:
    David Szetela, Author, Speaker and Consultant,
    Matt Van Wagner, President, Find Me Faster
    Mona Elesseily, VP Online Marketing Strategy, Page Zero Media

News & Advertising
Storyteller Marketing: The Art of Storytelling Matches Up With the Business of Marketing
One communication method that beats all others when it comes to delivering a memorable, motivating, and meaningful message: telling a story. This session will show you how the framework of storytelling can be used to deliver real advertising results by generating content that communicates. You'll learn the five basic story types, how to analyze the stories around your brand, and how to create a solid strategy for generating, changing, or renewing great brand stories. Great search strategies are built around great content; this session will give you the economic and social tools you need to create that framework.

  • Moderator:
    Stewart Quealy, SES Advisory Board & VP, Content Development, SES Conference & Expo
  • Speakers:
    Sally Falkow, President, PRESSfeed
    Brian Lewis, CEO, Solutions-insight Interactive


Google Sponsored Session  iSponsored sessions are free to attend.
The Next Generation of AdWords Bidding: Conversion Optimizer
Andrew Silverman, Product Manager of Conversion Optimizer, explains why Conversion Optimizer is the next generation of AdWords bidding. Andrew discusses how advertisers using Conversion Optimizer can achieve double digit percentage increases in conversions while paying the same or less for each conversion. Additional content includes other benefits of Conversion Optimizer, how the feature works, best practices and troubleshooting based on real advertisers.

Geek Speak Track
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:
    Adam Audette, Chief Knowledge Officer, RKG

ClickZ/OMS Track
Igniting Viral Campaigns
In a world dominated by behemoths like 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.

  • Moderator:
    Tessa Wegert, Interactive Media Strategist, Enlighten
  • Speakers:
    Greg Finn, Director of Internet Marketing, 10e20
    Denise Chudy, Display and YouTube Sales Leader, Google
    Jennifer Evans Laycock, Social Media Strategist,

3:45pm-4:15pm Afternoon Break in the Expo Hall

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

Search Fundamentals Track
How to Speak Geek: Working Collaboratively With Your IT Department to Achieve Business Goals
Our SES research team has determined that the first attempts to advise companies on better communication strategies with IT was none other than our old friend Jim Sterne - in his book Web Metrics and in articles, including a 1998 classic in Webmaster Magazine. More than a decade later, projects are still being slowed or stalled, and millions of marketing dollars are being wasted, due to the lack of alignment among digital marketing and IT teams. Our master translators offer specific strategies for getting the teams to play together on projects related to usability, SEO, paid search measurement, and more. We promise to get beyond the level of "buy the IT team some beers" (if you don't already know that, you're cooked).

  • Moderator:
    Laura Coltrin, Senior Search Engine Optimization Manager, MySpace
  • Speakers:
    Bill Hartzer, US Ambassador, Majestic
    Bob Tripathi, Founder, Instant E-Training
    Jonathan Mendez, Founder & CEO, Yieldbot
    Brian Cosgrove, Director, Analytics & Engineering, TPG Direct, An Omnicom/DAS Agency

News & Advertising
News Search Optimization
News search engines offer a great way to receive targeted traffic related to breaking topics or to help with a public relations launch. In this session, we look at how to make use of press releases and news content to tap into the power of news search.

  • Moderator:
    Lee Odden, CEO, TopRank Online Marketing
  • Speakers:
    Dana Todd, CMO, Aftermath
    Greg Jarboe, President & Co-founder, SEO-PR
    Lisa Buyer, President & CEO, The Buyer Group

Small Business Track
Turning Simple Change into Big Profit
If you're a small concern, you are likely leaving business on the table due to easily corrected mistakes in your online marketing plan. Whether it's making your organic and paid search ads more tempting to searchers or correcting the simple mistakes that keep visitors from converting once they reach your site, this panel will provide you with a slew of simple changes that can dramatically increase both your traffic and your conversions. This panel will also share free tips and tools on cheap and easy campaign testing.

  • Moderator:
    Jennifer Evans Laycock, Social Media Strategist,

Geek Speak Track
Cool Mobile Apps, 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.

  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Cindy Krum, Founder & CEO, MobileMoxie
    Bryson Meunier, SEO Director, Vivid Seats
    Colleen Curtis, Midwest Regional Director, Yelp
    Barg Upender, Founder, CEO, Mobomo
    Mark Dixon, VP, Product Management, NearbyNow


Serengeti Sponsored Session  iSponsored sessions are free to attend.
Social Media Strategy & ROI Measurement
According to Forrester, Social Media will be the fastest growing interactive marketing technique over the next 5 years and account for the third largest spend category. Unfortunately, most marketers struggle with how to measure Social Media and demonstrate its effectiveness. This leads to difficulty securing budget for the channel, which in turn leads to weak or inconsistent strategy.

In this session, you'll learn how to create a successful Social Media strategy, working backwards from a solid measurement framework. We'll show you what to measure and how to measure it, and share our secrets on high-ROI Social Media.

In the meantime, download our white paper on Social Media measurement at

  • Speakers:
    Nathan Linnell, Director of Analytics, Serengeti Communications
    Nan Dawkins, Founder and CEO , Serengeti Communications
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

5:30pm-6:30pm Networking Reception in the Expo Hall

SES Magazine
View this issue:
SES Magazine December 2009 - Chicago Guide
Chicago Guide
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
Social Media Club Chicago
Business Marketing Association - Chicago
Media Partners
DIRECT Magazine
Domainer's Magazine
Electronic Retailer
Revenue Magazine
Search Engine Guide
Search Marketing Gurus
Search Marketing Standard
Target Marketing
Online Strategies Magazine
Visibility Magazine
Website Magazine
Web Host Industry Review
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

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