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SES New York 2010 Agenda - Conference Day 2

Wednesday, March 24
8:00-6:00pm Registration
8:00-9:00am Morning Coffee
9:00-10:00am SES Keynote: Avinash Kaushik

Morning Keynote
Be Awesome: Ideas for Approaching Search Analytics Differently
Click through rates, page rank, conversions, page views are all sweet. Yet they rarely scratch the surface of the true opportunity of search and subsequently quantifying the true impact of this massively data driven ecosystem. In his keynote Avinash will share specific ideas you can execute to find the audiences you crave online and use data to ensure that you are getting highest possible ROI. Keyword trees, yes. Attribution analysis, sure. Monetizing the long tail, got that. Micro conversions, yep. Bring an open mind.

  • Keynote Speaker:
    Avinash Kaushik, Digital Marketing Evangelist, Google

Listen to a preview of Avinash's keynote.
Free Webcast ›

10:00-10:30am Coffee Break in the Expo Hall (open 10:00-4:00pm)

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

Search Fundamentals
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.

  • Introduction by:
    Amanda Watlington, Owner, Searching for Profit
  • Solo presentation by:
    Matt Van Wagner, President, Find Me Faster


Sponsored Session
Search Powered Marketing: Harnessing the Voice of the Consumer
Search and social media are changing the way brands interact with their consumers, and will be even more influential throughout 2010 and beyond. Consumers find and engage with brands in social media, print, radio, tv, and outdoor ads, which in turn influences what they search for. How should advertisers use integrated search and social media strategies to influence search terms and results, improve overall SEO and drive increases in return on ad spend?

This panel of experts will share what tools, tactics and techniques they have used to power advertising performance using search and social media insights, and what works and what doesn't. Attendees will learn how to harness the voice of the customer to best leverage search and social media to create finely-tuned marketing programs that drive results. Panelists will share short-term onsite and external tactics, and give long term strategies for success.

  • Speaker:
    Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario
  • Panelists:
    Maura Ginty, Senior Manager, Global Web Content, Autodesk
    Cheryl Max, Director, Corporate Functional Capabilities, IBM

Business Track
Bringing SEO In-House: The Pros and Cons
Managing SEO in-house at mid- to large-sized organizations can pose many challenges. Once the company decides to start SEO in-house, what's next? In this session you'll learn what you'll need to do in order to manage a successful in-house SEO program that runs smoothly and successfully. There are many groups involved in SEO besides the subject matter experts and if you are responsible for SEO, you need to learn and implement these tactics that will increase the productivity and reduce the frustrations you face on a regular basis. Come and see marketers deliver the keys to success in building well-integrated search marketing programs that thrive on support from all levels of the company.

  • Moderator:
    Jessica Bowman, CEO,
  • Speakers:
    Matthew J. Brown, Director of Search Strategy, New York Times Company
    Joe Laratro, SEO Professor, University of San Francisco/ Bisk
    Prashant Puri, CEO & Co-Founder,
    William (Bill) Scully, Chairperson, SEMPO In-house Comm. & Director E-Marketing, Siemens Water Technologies Corp.

Geek Speak
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.

  • 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:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Solo presentation by:
    Mike Grehan, CMO & Managing Director, Acronym

OMS Track
Social and Search: Integrating Social Media and Search to Drive the Brand
With blogs, user generated content, tweets and facebook/linkedin profiles being ranked above all else in Google, what is more important than integrating your Search and Social Media Strategies to ensure Brand reach, integrity and of course rankings. Learn how big brands like IBM and others are striving to cohesively tie all together to ensure success.

  • Speakers:
    Leslie Reiser, Program Director for Interactive Marketing, IBM
    Crispin Sheridan, Vice President, Digital Scale & Operations, SAP Experience
    Rebecca Lieb, Search Authority and Author, The Truth About Search Engine Optimization
    Patricia Neuray, Vice President of Sales,
    Katrina Gosek, Market Lead, Endeca Technologies

11:45-12:45pm Networking Lunch in America's Hall 2

Networking Workshop - Invite Only
Optimizing Your Facebook Ads Campaign
With over 400 million users worldwide and unprecedented targeting capabilities, Facebook gives you a unique opportunity to efficiently connect with your customers before they even search for your products. If you're a past or current advertiser, get up to speed on our latest insights and case studies designed to help you make the most of your Facebook advertising efforts. We will share our newest product offerings and give you a sneak peak into what's coming next in the world of Facebook Advertising. This workshop is targeted to individuals who are already advertising on Facebook and wish to broaden their expertise.

  • Speaker:
    Sarah Smith, Manager, Online Sales, North America, Facebook


Keynote Panel
Video: The Next Digital Marketing Frontier
Video has found its way into the daily routines of most U.S. Internet users. YouTube now boasts more than 100 million uniques and streams more than 6 billion videos monthly, according to the latest numbers from Nielsen. Meanwhile video ad networks and premium sites like Hulu have begun to establish real reach. This panel will cover the latest developments in video-based marketing, including:

  • Discovery: What factors make your video assets visible to web surfers?
  • Ad networks: How can you make the most of these vehicles, and what can you safely ignore?
  • Formats: pre-roll, overlays, interactivity, and in-page video
  • YouTube: The elephant in the room during any discussion of online video.
  • Moderator:
    Zach Rodgers, Managing Editor, ClickZ News
  • Speakers:
    Rachel Scotto, Metrics Strategy Consultant, Sony Pictures
    Baljeet Singh, Senior Product Manager, YouTube & Google Content Network
    Ian Schafer, CEO, Deep Focus
    Terrence Kelleman, President/Designer, Dynomighty Design

1:45-2:15pm Afternoon Break in the Expo Hall

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

Search Fundamentals
Paid Search Super Tools
The competition is fierce in paid search! From small in-house accounts to ones with millions of keywords, it's the new advances in SEM technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week? At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry. As well, the audience will be asked to brainstorm what the "paid search super tool" should include and create a wish list recommendation to tool providers.

  • Moderator:
    Mel Carson, Founder and Principal Strategy Consultant, Delightful Communications
  • Speakers:
    Thomas Bindl, Founder & CEO, Refined Labs GmbH
    Adam Goldberg, Chief Innovation Officer, ClearSaleing
    Richard Sim, VP of Product Management and Marketing, Anchor Intelligence
    Craig Danuloff, Founder and President, ClickEquations Inc.

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:
    Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
  • Speakers:
    Matthew J. Brown, Director of Search Strategy, New York Times Company
    John Shehata, Executive Director, Search, ABC News
    Allison Fabella, Global Director, SEO, CareerBuilder
    Lisa Buyer, President & CEO, The Buyer Group

Business Track
Stretching Your Marketing Dollars: The Upside of Search
Small to medium-sized businesses (SMBs) across all industries are being forced to weigh cost versus benefit with every decision they make. However, just because you're compelled to stretch your marketing dollars doesn't mean their effectiveness should be sacrificed to fit leaner budgets. Come and hear the tips and tricks that will help you pick up the valuable traffic being left behind by your competitors while putting your business on the path to profitable growth. Our panel of industry experts will teach you the secrets to maximizing your exposure via organic, paid search and local search without emptying your wallet or cutting sales or leads.

  • Moderator:
    David Szetela, Author, Speaker and Consultant,
  • Speakers:
    Eli Goodman, Media Evangelist, comScore, Inc.
    Dave Cook, Sr. Director, Marketing, TheFind
    Kathleen Fealy, President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.
    Brian Bowman, Chief Marketing Officer,

Geek Speak
Automating Twitter
Within the dramatically expanding social network space, Twitter has become everybody's darling ever since major companies like Dell publicized how many millions of dollars they are actually making via this 140-characters-is-enough micro blogging platform. Of course, the real question is how to bring your message across this huge stream of endless tweets and how to actually be heard in an ocean of white noise without breaking the bank. Obviously, automation is key here - but it does require a lot of insight into the actual mechanics of Twitter in general and online conversations in particular: which automation tools to use? How can you prevent getting your account banned? Treading the fine line between ripping success and utter failure - it's about the right kind of credible interaction. Learn why subtle, "suggestive marketing" works best on Twitter - and how to automate that effectively, too. Plus, effective strategies to outpace your competitors.

  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Brett Tabke, CEO, WebmasterWorld Inc
    Hollis Thomases, Founder,
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
    Paul Madden, Operations Director, LinkRisk

OMS Track
E-mail Marketing and Search: E-mail Marketing Beyond the Open Rate
Learn how to integrate email into all your online marketing efforts from a paid search campaign to landing page optimization to the ultimate, conversion. E-mail is the most vital ingredient in the sales cycle beyond the initial search, and this session will teach top tactics to make sure you don't miss out on the click turning into a sale.

  • Speaker:
    Stephanie Miller, VP, DMA

3:30-3:45pm Session Interval

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

Search Fundamentals
SEO 101
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.

  • Introduction by:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
  • Solo presentation by:
    Matthew Bailey, President, Site Logic Marketing

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:
    Joshua Palau, VP, Search, Razorfish
    Dana Todd, CMO, Aftermath
    Brian Lewis, CEO, Solutions-insight Interactive

Business Track
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:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Bill Hunt, President, Back Azimuth Consulting
    Fionn Downhill, VP of Strategy, SyCara Inc.
    Paul Wilson, Chief Revenue Officer, iProspect
    Kevin Lee, Founder & CEO, Didit

We Build Pages

Sponsored Session
Link Building - Methods and Risks with Jim Boykin
This isn't your grandma's link building session. Jim has been an industry leader in the area of link building for over 10 years as the founder and CEO of We Build Pages ( Jim also won the search engine journal's "Best Link Building Blog" in 2006 and 2007 (Jim rarely blogs anymore). Jim has seen and done it all when it comes to link building, and he knows which links effect search engine rankings, and the types of risks involved in certain types of link building. If higher search engine rankings are a major focus of yours, this is a "must attend" session.

  • Speaker:
    Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas

OMS Track
Behavioral Analytics and Search Data-Driven Marketing
The new era of media planning and buying is being powered by data. Combined with the strength of demand-side platforms where data rules, media can be targeted and optimized in real time like never before. Hear how to unlock value for advertisers by showing how easy and efficient using proprietary and syndicated data is in media planning and buying today.

  • Speakers:
    Jason Shulman, Chief Revenue Officer, [x+1]
    Ingrid Sanders, Director, AdAdvisor, TARGUSinfo
    Thomas Koletas, SVP Ad Programs, Madison Logic

4:45-5:00pm Session Interval

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

Search Fundamentals
SEO Super Tools
If you are responsible for your company's search engine optimization, then you know that you need all of the various tools of your trade close at hand. This session will describe the latest and greatest tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization and much more.

  • Moderator:
    Christine Churchill, President, KeyRelevance
  • Speakers:
    Dixon Jones, Marketing Director, Majestic
    Dave Snyder, SVP of Search, Blueglass
    David Naylor, SEO, Bronco
    Wil Reynolds, Founder, SEER Interactive
    Bruce Clay, President, Bruce Clay, Inc.

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:
    Dana Todd, CMO, Aftermath
  • Speakers:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
    Brent Payne, CEO, Loud Interactive
    Eleanor Hong, Lead Editor, SEO,
    Topher Kohan, Senior Search Scientist, Rockfish

Business Track
Advanced B2B Search Marketing
Is B2B search marketing really different than B2C? The answer is YES... usually. Many B2B companies sell complex, high-consideration products and services, with a long, complex sales process that involves multiple touch-points and ultimately an offline transaction. Furthermore, most B2B marketers utilize their website to engage prospects and generate leads... not sell products online.

Learn how to turn a complex buying process into an opportunity and competitive advantage for your firm. This session will cover:

The significance of the buying cycle.
Review of industry data on how B2B buyers search and how their behavior does indeed change across the buying process.

Best ways to reach prospects.
Provide actual PPC campaign examples showing how keywords, ad copy, and landing pages must change for each buying-cycle phase.

Tips on generating leads.
Review of B2B landing page best practices. Specific suggestions regarding testing website elements including: registration forms, downloadable assets, benefit statements and images. Brief case study on how ongoing testing improves conversion over time.

  • Moderator:
    Crispin Sheridan, Vice President, Digital Scale & Operations, SAP Experience
  • Speakers:
    Mark McMaster, Senior Planner, B2B Markets, Google
    Scott Brinker, President & Chief Technology Officer, ion interactive
    Patricia Hursh, President, SmartSearch Marketing
    Tony Wright, CEO, WrightIMC

Geek Speak
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:
    Maile Ohye, Developer Programs Tech Lead, Google
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
    Anthony Long, Director of SEO, AOL , LLC

OMS Track
Where Search and Social Media Collide: Real-Time Search and Twitter
Understand where Google is making a play for real time and how to ensure that all your social efforts play into such. Aaron, Don and Rand will talk about real world strategies to harness the power of real time and social.

  • Speakers:
    Rand Fishkin, CEO,
    Harry J. Gold, CEO, Overdrive Interactive
    Aaron Kahlow, CEO & Founder, Online Marketing Institute


White Hat Black Hat: Unconferenced
Location: Bridges Bar, Hilton New York
Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws - they are what they are - guidelines. Do we really have to stick to them? What if we find a loophole or two and we can get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that the white hat practitioners may find a black hat standing on their head and pushing them down the charts. And with search and social being strongly tied together there are so many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it's black hat or white hat to get results?

Join us for a first time and unique session to SES New York - Black Hat/White Hat Unconferenced. The session takes place in the Bridges Bar of the Hilton New York. The soapbox will be available for a few select speakers including industry leaders David Naylor, Bruce Clay and Dave Snyder to make their cases on either side and then the audience takes over. All with a glass of your favorite beverage in your hand, of course!

  • Moderators:
    Mike Grehan, CMO & Managing Director, Acronym
    Matt McGowan, Advisor, Incisive Media
8:00-10:00pm We Build PagesWe Build Pages 2010 Charity Party to Help the Homeless

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
Web Analytics Association
Media Partners
Revenue Magazine
Search Marketing Standard
Target Marketing
Fast Company
Visibility Magazine
Website Magazine
Search Engine Guide
In Association with
Search Engine Watch

News Distribution
Business Wire

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