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SES Chicago 2010 Agenda - Conference Day 3

Thursday, October 21
8:30-5:00pm Registration
8:30-9:30am Morning Coffee
9:30-10:30am SES Keynote: Maile Ohye

Morning Keynote

  • Keynote Speaker:
    Maile Ohye, Developer Programs Tech Lead, Google USA
10:30-10:45am Session Interval
10:45-11:45am

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

Track 1
Digital Asset Optimization
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:
    Chris Boggs, COO/CMO, Internet Marketing Ninjas
  • Speakers:
    Jim Yu, Founder & CEO, BrightEdge
    Fionn Downhill, VP of Strategy, SyCara Inc.

Track 2
PPC or SEO? The Ultimate Search Marketing Battle
Finally see which search marketing tactic is the most cost effective, PPC or SEO. Watch these two heavyweights battle it out trying to prove who has the bragging rights to the best marketing tactic. Join us for this no-holds barred session where the SEO proponents square off against the PPC evangelists. Look for tons of action in this bout. And since the best battles are actually decided in the web analytics, learn about an industry study examining visitor behavior and conversion data for visitors arriving from paid versus organic links. The data will help further fuel this hotly contested debate. Don't miss this fun, educational and lively session and be part of search marketing history.

  • Moderator:
    Jamie Smith, CEO, Strategy Analyzer LLC
  • Speakers:
    Julie Batten, VP, Media Strategies, Klick Communications
    Stacie Susens, Director of Corporate Marketing & PR, Kenshoo

Track 3
Website Usability, Testing, and SEO
Both usability and findability are key components to a successful user experience and a profitable website. In fact, improving the usability of your site for visitors can also improve your SEO. Which usability tests can make your site more findable and profitable? Which tests might be a waste of time? What can SEO professionals learn from - and contribute to - usability testing? This session will focus on tests that are crucial for improving the architecture, navigation, and design of findable websites. Includes tools, techniques, and resources. Marketing Virtuoso Session

  • Introduction by:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Solo presentation by:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Track 4
Advanced 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? This advanced session will demonstrate how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used. Marketing Virtuoso Session

  • Introduction by:
    Brad Geddes, Founder, Certified Knowledge
  • Solo Presentation by:
    Ron Jones, President/CEO, Symetri Internet Marketing

Track 5
Marketing in the Content Networks Clinic
This interactive session takes volunteers from the audience and examines their web sites live to provide general feedback about improving them to do better from Google AdSense and other contextual ad placements.

  • Moderator:
    Michael Gray, Owner, Atlas Web Service
  • Speaker:
    Jennifer Slegg, CEO, JenSense

11:45-12:00pm Session Interval
12:00-1:00pm

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

Track 1
Social Media 101
Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, Flickr, MySpace, Digg, and more. Marketing Virtuoso Session

  • Introduction by:
    Laura Lippay, CEO, SEO Gadget US
  • Speaker:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Track 2
Channel Surfing: Measuring Profit and ROI Across Channels
Visitors take interesting paths on the way to your shopping cart, surfing through a variety of ads and search listings before arriving at your site. Which types of ads or combination of ads are the most likely to lead to conversion—your display ads, Facebook ads, branded PPC ads or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. In this session, the panelists will identify various methods for determining attribution and will pinpoint common attribution misconceptions.

  • Moderator:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
  • Speakers:
    Adam Goldberg, Chief Innovation Officer, ClearSaleing
    Mikel Chertudi, Senior Director of Marketing, Adobe

Track 3
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
  • Speakers:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
    Susan Moskwa, Webmaster Trends Analyst, Google, Inc.

Track 4
Social Goes Local
Social media represents a growing part of the online user experience and an important potential driver of leads to local businesses. Some businesses are already using Facebook and Twitter, but is that enough? What are some of the ways they take advantage of social media in conjunction with other media? We'll sit down with some of thought leaders in this area to drill down on what really is working for small businesses. We'll also take a peek at 'check-in' via social media apps like Foursquare and Gowalla along with a discussion of Twitter local trending topics and FaceBook's entrance into the geo-location foray. Now that Bing is competing with Map apps and Google Places has opened its doors to local businesses, there are more ways than ever to take advantage of the various social media platforms

  • Moderator:
    Mike Belasco, President, SeOverflow
  • Speakers:
    Gib Olander, Director of Business Development, Localeze
    Gregg Stewart, President, North America, Geary LSF

Track 5
Social Media Clinic
Is your site a wallflower? Are you missing the friends, follows and shares because your website is anti-social? Get the social media "personality check" up at SES. Learn how your site can make new friends, get more leads and increase visibility by adding some fresh socialization tools and strategies.

  • Moderator:
    Todd Friesen, SEO Director, Salesforce
  • Speakers:
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
    Lisa Buyer, President & CEO, The Buyer Group

1:00-2:00pm Networking Lunch
2:00-3:00pm

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

Track 1
Get Googley: How to Apply Lessons from SEM to Other Marketing Channels
It's a brave new world and search marketers are in the driver's seat. The core principles of SEM and the people behind them are moving front and center in the marketing mix. From precise audience segmentation to dynamic creative insertion to real-time bidding to conversion optimization, the key attributes of search are quickly pervading other channels.

Join Aaron Goldman, CMO at Kenshoo and author of the new book, Everything I Know about Marketing I Learned from Google, for a lively session featuring practical tips for applying SEM-think to other channels. Marketing Virtuoso Session

  • Introduction by:
    Stewart Quealy, SES Advisory Board & VP, Content Development, SES Conference & Expo
  • Solo Presentation by:
    Aaron Goldman, Chief Marketing Officer, Kenshoo

Track 2
Shoes, Cupcakes and Social Media: Building an Army of Brand Ambassadors
Mari Luangrath, Head Cupcakeologist at Foiled Cupcakes, is obsessed with shoes. So obsessed, in fact, that she launched her cupcake business by talking about . . . shoes. And as a result, Foiled Cupcakes now personally serves a client list of more than a hundred Fortune 500 companies, a dozen wholesale and restaurant partnerships, and a healthy list of Chicago's influencers, surpassing revenue goals by more than 600 percent in a year.

Having launched its website in June 2009 and marketing via Twitter and Facebook (totally by accident), owner Mari Luangrath shares the three easy, applicable, and effective strategies she's found to channel prospects into buyers during the launch and growth stages of Foiled: 1. participate in relatable conversations; 2. facilitate fun; 3. do it again. She'll provide concrete examples of social media campaigns following this methodology along with real outcomes and actual numbers, along with the pitfalls and mishaps the company has encountered along the way. Marketing Virtuoso Session

  • Introduction by:
    Jackie Ortez, Conference Program & Training Manager, SES Conference & Expo
  • Solo Presentation by:
    Mari Luangrath, Head Cupcakeologist / Owner, Foiled Cupcakes

Track 3
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

  • Moderator:
    Matt Van Wagner, President, Find Me Faster
  • Speakers:
    David Szetela, Author, Speaker and Consultant,
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media

Track 4
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:
    Adam Audette, Chief Knowledge Officer, RKG
  • Speakers:
    Michael Gray, Owner, Atlas Web Service
    Sally Falkow, President, PRESSfeed

Track 5
Ad Copy & Continuity Clinic
Does your PPC ad make a promise that your landing page can't keep? Make sure that your ad copy and landing page contents are in alignment with each other to ensure a smooth and profitable visitor experience. This clinic will examine actual ads and landing pages offered up by volunteers from the audience.

  • Moderator:
    Lisa Buyer, President & CEO, The Buyer Group
  • Speakers:
    Melissa Mackey, Search Supervisor, gyro
    Brad Geddes, Founder, Certified Knowledge

3:00-3:15pm Session Interval
3:15-4:15pm

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

Track 1
Successful Information Architecture
Information architecture is the core ingredient to getting the most out of your website. Mix into the batch; content, navigation, design, technical development, and SEO and you should end up with a spectacular dish. However, more often than not, priorities are not defined appropriately, leading to poor results. This session will focus on how to organize, prioritize, and optimize each ingredient to get the best outcome for your website. Includes tools and techniques to help. Marketing Virtuoso Session

  • Introduction by:
    Jamie Smith, CEO, Strategy Analyzer LLC
  • Solo Presentation by:
    Matthew Bailey, President, Site Logic Marketing

Track 2
The Trouble With Content Management Systems is...
Actually, it's not just content management systems. There's a host of things on the technical side of SEO that need attention. But you can start by making sure that your CMS is optimized for search engine crawlers to ensure that your content can be indexed. Then you need to think about any other technical issues that should be addressed. Are you using:
Flash?
AJAX?
Video?
Search engine crawlers are getting smarter. But web technologies are getting more complex. In this session we'll explore the challenges of ensuring that your web site 100% search engine ready.

  • Introduction by:
    Lee Odden, CEO, TopRank Online Marketing
  • Speakers:
    Eric Enge, CEO, Stone Temple Consulting
    Stephan Spencer, Co-author, The Art of SEO

Track 3
Enterprise Level SEO
The enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions of pages), the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise level organization with a lot of moving parts, this session is for just of you!

  • Moderator:
    Adam Audette, Chief Knowledge Officer, RKG
  • Speakers:
    Crispin Sheridan, Vice President, Digital Scale and Operations, Integrated Digital, SAP
    Brian Yamada, Managing Director, iProspect Chicago

Track 4
Local Search Ranking Factors
Want to know how to get better position in local search results and what factors are being considered by the Google algorithm? Need to know how to make sure you're the first listing in local business directories? Local is different than regular SEO and requires special techniques. This session will cover the factors and criteria you need to know in order to get your clients ranked.

  • Moderator:
    David Rodecker, Founder & CTO, Relevant Ads Inc.
  • Speakers:
    Mike Belasco, President, SeOverflow
    Benu Aggarwal, Founder & President, Milestone Internet Marketing

Track 5
Conversion Site Clinic
There are many companies out there for which traffic is not a problem. Are you one of those companies that gets plenty of visitors but only about 2% of those that visit convert into a sale or a lead? This interactive session takes volunteers from the audience and examines their websites live to show you why you aren't making enough sales. Do you know the main issues holding your website from converting visitors? Our panel of experts will make sure you walk away from this session with a great deal more insight about the factors that cause your website to act like a leaky bucket and what to do about them.

  • Moderator:
    Matt Van Wagner, President, Find Me Faster
  • Speaker:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com

4:15-4:45pm Afternoon Break
4:45-5:45pm

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

Track 1
The Business Value of Social Media
The social media genie is out of the bottle and the world of business will never be the same. Social media and micro-blogging platforms like FaceBook, LinkedIn, and Twitter are transforming your business, your customers, your colleagues, your partners, and everyone linked to them in revolutionary ways. Whether you're a small-business owner or part of a multinational corporation, you need to be listening to what is being said about your products, your services, and your competitors across all social outlets. Companies that choose to ignore social networks are literally doing business at their own peril! Join us for an illuminating discussion as we move past outdated business models, tackle ROI, and unlock the economic potential of social media.

  • Moderator:
    Jack Marshall, Staff Writer, Stats Editor, ClickZ
  • Speakers:
    Krista Neher, CEO, Boot Camp Digital
    Chris Winfield, CMO, BlueGlass
    Guillaume Bouchard, CEO, iProspect

Track 2
Digital Marketing & Sports
Sports is a multi-billion-dollar global industry; from Olympic hockey in Canada to the soccer World Cup final in South Africa, from Formula 1 racing in Monaco to the NFL in Chicago. There's so much that happens in the wide world of sports that keeping track of it and identifying the areas to focus digital marketing dollars on can be a huge challenge. How do individual teams and players connect with their fans? How do they use their social networks to generate engagement and revenue, while at the same time reducing the focus on any areas of negativity? How do sports sites work with leagues, teams and players? What online marketing opportunities are out there in the sports vertical right now, and how can they be applied to your company and/ or vertical? Join this panel of sports digital marketing experts as they walk you through the answers to these questions and more.

  • Moderator:
    Stewart Quealy, SES Advisory Board & VP, Content Development, SES Conference & Expo
  • Speakers:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
    Casey Rovinelli, Director, Digital Marketing, National Hockey League Players' Association
    Jonathan Blum, Founder and Co-Host, The Sports Circuit

Track 3
Advanced Paid Search Tactics
Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session will cover campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation including automating the detection of PPC scam campaigns that can divert traffic away from the legitimate brand site and increase campaign costs.

  • Moderator:
    Constance "Connie" Stack, VP, Sales & Marketing, WordStream
  • Speakers:
    Matt Van Wagner, President, Find Me Faster
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
    Rachelle Hansen, Account Supervisor, Resolution Media

Track 4
Selling Search to the C-Suite
Your CMO still calls and wants to know why your company isn't number one for the most popular, random, non revenue orientated terms you have ever seen or heard about. Your entire day is spent answering questions about search. Search marketers and non-search marketers have traditionally had difficulty communicating in the language of their disciplines, often creating friction and unnecessary conflict. This very interactive session will explore how both disciplines can educate each other and explore such issues as the nominal percentage of marketing spend that is allocated to search.

  • Moderator:
    Fionn Downhill, VP of Strategy, SyCara Inc.
  • Speakers:
    Laura Lippay, CEO, SEO Gadget US
    David Dalka, Digital Marketing Strategist, Dalka Strategy Consulting

Track 5
SEO Site Clinic
In this highly interactive session, SEO experts will take website suggestions from the audience and review them on the spot to provided feedback and suggestions to improve search exposure and search engine rankings.

  • Moderator:
    Bob Tripathi, Founder, Instant E-Training
  • Speakers:
    Todd Friesen, SEO Director, Salesforce
    Adam Audette, Chief Knowledge Officer, RKG

5:45-6:15pm

Wrap-up Session
At the end of every SES Conference & Expo, we like to provide an opportunity for the audience to give us feedback. Good, bad, indifferent—we listen to it all. So if you have ideas for ways that we can improve the experience, we really want to hear them. Mike Grehan, Global VP Content for SES, Search Engine Watch, and ClickZ, leads a small panel of SES advisory board members to answer any questions you have on any aspect of the show. But more importantly, to listen and take notes.

Location: TBD


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SES Magazine October 2011 - Chicago 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.