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SES Chicago 2010 Agenda - Conference Day 1

Tuesday, October 19
8:00am-6:15pm Registration
8:30am-9:30pm Morning Coffee

Sponsored by Wpromote, Inc.
SES Keynote: Avinash Kaushik

Conference Welcome & Morning Keynote

  • Keynote Speaker:
    Avinash Kaushik, Digital Marketing Evangelist, Google
10:45-11:30am Grand Opening of the Expo Hall (open 10:00-6:30pm)

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 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. Marketing Virtuoso Session

  • Introduction by:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
  • Solo Presentation by:
    Dr. Ralph Wilson, Founder and Editor-in-Chief, Web Marketing Today®

Track 2
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?

  • Moderator:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
  • Speakers:
    Guillaume Bouchard, CEO, iProspect
    David Szetela, Author, Speaker and Consultant,
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media

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. Marketing Virtuoso Session

    • Introduction by:
      Matthew Bailey, President, Site Logic Marketing
  • Solo presentation by:
    Tami Dalley, Sr. Director, Analytics and Insight, Salesforce Marketing Cloud

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, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Chris Boggs, COO/CMO, Internet Marketing Ninjas
    Robert Murray, CEO, iProspect
    Bruce Clay, President, Bruce Clay, Inc.

OMS Track
Remaining Agile Amidst Seismic Shifts in the Social Media Landscape
From Facebook's endless attempts to integrate content from all over the web, Twitter's latest mobile app, to YouTube extending the limits on video length, the social media is one of marketing's most dynamic channels. Learn how to address and adapt to the evolving social environment. You will learn how to evaluate changes worth embracing and adapting to your strategy and those worth passing by.

  • Speaker:
    Kelly Cutler, CEO and Co-founder, Marcel Media

12:30-1:30pm Networking Lunch in the Expo Hall

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

Track 1
Update on Real Time Search: I Want it Now!
Now that search engines are rapidly moving into the realm of real-time search taking "fire hose" feeds from social networking sites such as Twitter, the race is on to see who can provide the freshest and most relevant information. The real-time web offers a huge variety of news, blogs, updates and video results. And real-time is everywhere - on your smart phone, your laptop, iPad and other devices. Find out how real-time search is developing and how marketers can benefit from this new stream of instant information.

  • Moderator:
    Matthew Bailey, President, Site Logic Marketing
  • Speakers:
    Rob Garner, Chief Strategy Officer, Advice Interactive Group
    Annie Stickney, General Manager of Online Marketing and Development, Minyanville Media INC.
    Aaron Kahlow, CEO & Founder, Online Marketing Institute

Track 2
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. Marketing Virtuoso Session

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
  • Introduction by:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Solo Presentation by:
    Andy Atkins-Krüger, Managing Director, WebCertain

Track 3
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:
    Richard Zwicky, Chairman, BlueGlass
  • Speakers:
    Jim Yu, Founder & CEO, BrightEdge
    Jon Glick, VP of SEO and GM European Web Properties, Become.com

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. Marketing Virtuoso Session

  • 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.

  • Introduction by:
    Brent Payne, CEO, Loud Interactive
  • Solo Presentation by:
    Mike Grehan, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo

OMS Track
Social Integration: Creating Interactive Conversations Across Channels
The goal of any business is to grow and know your consumer base and then turn them into raving fans. Learn FIVE things you should be doing to help your business engage consumers and the THREE key channels you should leverage now to create personal, relevant & interactive conversations with your consumer.

  • Speaker:
    Sundeep Kapur, Digital Strategies, Allied Solutions

2:30-3:00pm Afternoon Break in the Expo Hall

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

Track 1
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. Marketing Virtuoso Session

  • Introduction by:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speaker:
    Debra Mastaler, President, Alliance-Link

Track 2
Brand, Trademark & 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? Or what if a competitor has an ad running on your trademarked brand name? 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? This session will provide an exploration of these and other brand protection issues.

  • Moderator:
    Chris Boggs, COO/CMO, Internet Marketing Ninjas
  • Speakers:
    Fionn Downhill, VP of Strategy, SyCara Inc.
    Geoffrey P. Wozman, Attorney at Law,

Track 3
Deep Dive Into Analytics: When Bounce Rate No Longer Floats Your Boat
Once you have the fundamentals of Web Analytics under control it's time to take the next step into Deep Dive Analytics. It's all about answering specific business questions using your web analytics data to drive tactical and strategic decision making. This session will provide you with all of the essentials to get down and dirty with your data.

  • Moderator:
    Richard Zwicky, Chairman, BlueGlass
  • Speakers:
    Andrea Fishman, VP of Strategy, BGT Partners
    Tami Dalley, Sr. Director, Analytics and Insight, Salesforce Marketing Cloud

Yahoo! Search and Bing

Sponsored Session
A Powerful New Choice in Search
Learn how Yahoo! Search and Bing are coming together for advertisers and consumers as a powerful new choice in search. You'll hear tips on how to prepare for the transition, and have your questions answered by Yahoo! Search and Bing experts. This session is for agencies and advertisers.

OMS Track
Beyond Listening-Establishing & Hitting Metrics with Social Media
While social media is a great tool for listening to your customer, at the end of the day it is still about marketing to them. Learn how to establish and hit goals through social media as you would any other channel by assigning a dollar amount to friends, followers and fans and tracking those results.

  • Speaker:
    Loren Baker, , Copyblogger Media

4:00-4:15pm Session Interval

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

Track 1
Developing Great Content
Without meaningful content and compelling copy, your website is not grabbing the attention it deserves. In this session, we'll explore a diverse range of Web content development strategies along with innovative techniques for dramatically boosting the visibility and interactive appeal of your site. From SEO copywriting tips that encourage consumers to click to persuasive design strategies that turn browsers into buyers, it's all about improving the end user's experience through superior content.

  • Moderator:
    Jonathan Allen, Director, Search Engine Watch
  • Speakers:
    Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice
    Greg Jarboe, President & Co-founder, SEO-PR
    Heather Lloyd-Martin, CEO, SuccessWorks

Track 2
Is Retargeting/Remarketing Right For You?
Research shows that as many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. A devastating statistic like this should propel marketers to find more effective techniques for communicating with their customers online. It's shocking that despite this knowledge, Remarketing remains the most underutilized online marketing technology (source: Survey by Advertise.com and SEMPO Dec. 2009).

Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while they surf elsewhere on the web. Sounds very simple, however a lack of awareness around the technology has ruffled some feathers in the industry.

In this session industry experts will share their experiences with Remarketing and the impact it has had on advertisers' overall ROI. The panelists will also address the lack of awareness and the issues that have arisen surrounding Remarketing as a result.

  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Rob , CEO, XA.net
    Joshua Dreller, VP of Search, Fuor Digital
    Melinda Reese, Network Solution Specialist -Targeting, Chicago IL., Microsoft Advertising
    Chip Jessopp, Senior Director, Yahoo!

Track 3
Digital Marketing on the Political Edge
2 years ago Chicago's own Barack Obama effectively used online marketing in his campaign to become President of the United States. With the mid-term elections on the horizon, what better time to take a look at what candidates have learned over the last couple of years, how other organizations are utilizing online marketing to help / smear those candidates, and how news organizations are covering those campaigns.

  • Moderator:
    Jack Marshall, Staff Writer, Stats Editor, ClickZ
  • Speaker:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
    Peter Pasi, Executive Vice President, emotive, llc
    Mark Skidmore, Director of Advertising & Promotion, Blue State Digital

Track 4
The Secret Formula To Boost Response
Are your click-through rates flat? Does your conversion rate fall below your expectations? Perhaps there is a search marketer's insider secret that Google doesn't want you to know about. Plan on attending when NY Times best selling author & Internet marketing pioneer Bryan Eisenberg reveals a critical 3 step formula to boost your click through rates and increase your conversion rates. Budget the time or bust your budget. Marketing Virtuoso Session

  • Introduction by:
    Lee Odden, CEO, TopRank Online Marketing
  • Solo Presentation by:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com

OMS Track
Optimizing the Socialized UX
With the rise of social media consumers are no longer coming to your site exclusively through the "front door." The entire conversion funnel needs to be reconsidered. Learn how to optimize your site for the social media landscape to increase results.

  • Speaker:
    Tim Ash, CEO, SiteTuners.com

5:15-6:30pm Networking Cocktail Reception in the Expo Hall

SES Magazine
View latest issue:
SES Magazine October 2011 - Chicago Guide
Chicago Guide 2011
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
Chief Marketing Officer (CMO) Council CIMA
Media Partners
DIRECT Magazine
mThink/Revenue Performance
Search Marketing Standard
Target Marketing
Visibility Magazine
Website Magazine
Web Host Industry Review
In Association with
Search Engine Watch

News Distribution
WiFi Sponsor
Marketwire, Inc.

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.