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SES New York 2010 Agenda - Conference Day 3

Thursday, March 25
8:00-4:00pm Registration
8:00-9:00am Morning Coffee
9:00-10:00am SES Keynote: Yusuf Mehdi

Morning Keynote
The Evolution of Search: End Users Signal The Way
Talk to any search engine marketer and the keyword is at the core of the conversation. And keywords are important. We can learn a whole lot about user intent by researching and analyzing keywords and phrases. And in the micro environment of our clients' properties we can deduce quite a lot, post-click, about user behavior.

But in the macro environment of a search engine with access to data on millions of end users and how they navigate the web, you can learn a whole lot about expectations. For ten years or more search engines have been using keyword mapping techniques and decoding intent to connect end users with relevant content. But what if you shifted away from pure keyword mapping to an interaction model based on task-centric expectations from users. How would this impact on the world of search marketing?

In this session Yusuf Mehdi, SVP, Online Audience Business for Microsoft talks candidly to Mike Grehan about this new type of approach and unveils the latest and greatest ideas from Bing, the decision engine. And there'll be plenty of time for Q&A with the audience.

  • Keynote Speaker:
    Yusuf Mehdi, Senior Vice President of the Online Audience Business, Bing
10:00-10:30am Coffee Break
10:30-11:45am

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

Search & Social
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.

  • Introduction by:
    Beth Harte, Sr. Subject Matter Expert, Digital Marketing , Serengeti Communications
  • Solo presentation by:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Hybrid
PPC or SEO? The Ultimate Search Marketing Battle
Finally see which search marketing tactic is the most cost effective, PPC or SEO. Watch these 2 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:
    Andy Atkins-Krüger, Managing Director, WebCertain
  • Speakers:
    Todd Friesen, SEO Director, Salesforce
    Brad Geddes, Founder, Certified Knowledge
    Rand Fishkin, CEO, SEOmoz.org
    Rhian Ryan, Sr. Online Marketing Analyst, Earthbound Media Group
    Rae Hoffman, CEO, Outspoken Media

Advanced Issues
Eye Tracking Research Update
Eye-tracking provides valuable information about a Website visitor's focus of attention. This information is crucial in improving the design of Web pages and products to enhance the visitor's experience. Effective search engine marketing relies on understanding user interactions with continually evolving search engines. Google's universal search, which now includes media results, is one such evolution. This panel will discuss a neuromarketing study performed by One to One Interactive which analyzed user behavior through physiological, emotional, and qualitative data. Also covered will be the newest information in eye tracking of SERPs and the latest on heatmaps.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
    Jeremi Karnell, Co-Founder & President, One to One Interactive
    Susan Weinschenk, Chief of User Experience Strategy, Human Factors International

Geek Track
Ad Networks & Exchanges: How the Search O/S is Changing the Display Game
The ever fragmenting digital landscape has given rise to the convergence of media operating systems and powered real-time bidding. While this is old news for search, its step-sister display is rapidly joining ranks to leverage this technology in the bid for efficiencies and reach. Lured by the beacon of control pricing, inventory management and efficiency in media delivery, big and small brands alike are utilizing the search o/s in an effort to gain higher returns.

This session will cover the macro-level impact of exchange buying/selling and will include business specific case studies illustrating practical methods to get it right. Providing a detailed overview of what's necessary to get a better understanding of how to leverage all parts of this media buying and selling revolution.

  • Moderator:
    Bianca Gardner, Associate Media Director, Digital Activation, Horizon Media
  • Speakers:
    Dax Hamman, Chief Strategy Officer & Founding Member, Chango
    Paul Pellman, CEO, Click Forensics, Inc.
    Justin Merickel, Vice President, Marketing & New Product Development, Efficient Frontier
    Jonathan Mendez, Founder & CEO, Yieldbot

Clinics
Paid Search Site Clinic
If paid search is part of your online marketing campaign, then you can't afford to miss this opportunity to have your website reviewed live by a panel of paid search veterans. Whether you are advertising with Google AdWords, Yahoo Search Marketing, or Microsoft adCenter, our experts have the tips, tricks and advice you need to improve your cost-per-click (CPC) or pay-per-click (PPC) success. Be sure to bring your business cards because it doesn't get more interactive than this!

  • Moderator:
    Jamie Smith, CEO, Strategy Analyzer LLC
  • Speaker:
    Melissa Mackey, Search Supervisor, gyro
    Christine Churchill, President, KeyRelevance

11:45-12:45pm
Google

Sponsored Lunch
Increasing Conversions with Google Site Search Solutions
You've optimized SEO, stretched your SEM dollars, and tackled social media and emerging trends head-on. But, are you confident that your website is providing the very best user experience possible? Research shows that 43% of visitors who land on a website go immediately to the search function. If the search functionality is poor, 80% of users will leave the site and click over to a competitor. Yet, many websites still rely on navigation alone. To convert each and every visitor, it's critical to provide the best available on-site search experience.

In this presentation, Nitin Mangtani, Senior Product Manager at Google, will show how Google Site Search and Google Commerce Search can bring fast, relevant search results to your site, helping visitors find the exact information they are looking for. This interactive session will feature live demos, Q&A, and an exciting raffle giveaway of new Google NexusOne phones.

Location: Grand Ballroom

  • Speaker:
    Nitin Mangtani, Senior Product Manager, Google Inc.

12:45-2:00pm

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

Search & Social
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:
    Mel Carson, Founder and Principal Strategy Consultant, Delightful Communications
  • Speakers:
    Harry J. Gold, CEO, Overdrive Interactive
    Robyn Raybould, Group Manager, Premium Account Service Group, Microsoft Advertising
    Mari Luangrath, Head Cupcakeologist / Owner, Foiled Cupcakes
    Chris Winfield, CMO, BlueGlass

Hybrid
21 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 21 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

Advanced Issues
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 solo session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.

  • Moderator:
    Erica Schmidt, SES Advisory Board & Global Search Director, iProspect
  • Speakers:
    Rob Wilk, National Director of Search Optimization & Strategy, Yahoo!
    Thomas Bindl, Founder & CEO, Refined Labs GmbH
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
    Sage Lewis, President, SageRock.com
    Benu Aggarwal, Founder & President, Milestone Internet Marketing

Geek Track
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:
    Seth Besmertnik, CEO, Conductor, Inc.
  • Speakers:
    Crispin Sheridan, Vice President, Digital Scale and Operations, Integrated Digital, SAP
    Bill Hunt, President, Back Azimuth Consulting
    Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
    Guillaume Bouchard, CEO, iProspect

Clinics
E-Commerce Site Clinic
This interactive session takes retailers and ecommerce merchants from the audience and examines their websites live to provide feedback about improving them to gain more traffic from search engines and increase online conversion.

  • Moderator:
    Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
  • Speakers:
    Ethan Giffin, CEO, Groove Commerce
    Rob Snell, Partner, Snell Brothers

2:00-2:15pm Session Interval
2:15-3:30pm

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

Search & Social
Social & the Marketing Mix
In the last year, Social Media has seen a meteoric rise in exposure, insinuating itself into our collective vernacular & psyche through high profile mainstream media attention.

Whether it's a TwitPic of the Hudson River plane crash rescue, Nick Swisher tweeting from the Yankees World Series victory parade, or Burger King's misguided Whopper Sacrifice on Facebook, marketers around the globe have seen beyond the hype and started to really understand its power. If Social Media is the tool, then Social Media Marketing is the discipline. Whether you start the conversation with your audience on Twitter, Facebook, Windows Live or simply set up a blog to start talking, you need to make sure your campaign resonates throughout your entire marketing strategy.

In this session, you'll hear from leading experts who'll help you cut through the hyperbole and create some long lasting, meaningful consumer connections with some useful integrated social media marketing tactics and strategies.

  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    Adam Sherk, Search and PR Strategist, Define Search Strategies / The New York Times Co.
    Veronica Fielding, CEO, Digital Brand Expressions
    Beth Harte, Sr. Subject Matter Expert, Digital Marketing , Serengeti Communications
    Jeff Jones, Senior Product Manager, gShift Labs

Hybrid
Spotlight on Fashion: Blogging for Style
Fashion is a multi-billion-dollar industry and Gotham city is a magnet to some of the world's biggest designers, haute couture houses and showrooms. Home to the largest Garment District in the country and host to the two best design colleges in the nation, New York City also provides the backdrop to fashion inspired TV shows and movies like "Project Runway", "Ugly Betty", and "The Devil Wears Prada". As one journalist observed recently, to have one finger on the fashion pulse, you need to have the other one on your computer mouse, reading (or writing) the latest blogs. The industry that prides itself on staying one step ahead is literally struggling to keep up with the profusion of bloggers and social media enthusiasts who are unveiling trends before they're set. Join us as we move beyond the catwalk to explore the business models behind some of New York's most fashion-forward blogs along with the dwindling influence of former glossy printed fashion bibles like Vogue and Elle. Search, social and affiliate marketing monetization tactics that the fashion blogs employ are all part of the discussion.

  • Moderator:
    Stewart Quealy, SES Advisory Board & VP, Content Development, SES Conference & Expo
  • Speakers:
    Dina Pradel, Director, Marketing, StyleFeeder, Inc.
    Sarah Ivey Rock, Search Marketing Manager, AOL Living
    Caroline Rodehau, Publisher, New York Girl Style LLC
    Lauren Sherman, Editor, Fashionista
    Jared Eng, Editor-In-Chief and Founder, JustJared.com

Advanced Issues
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:
    Jon Myers, VP & Managing Director EMEA, Marin Software
  • Speakers:
    David Miller, Director, Product Management, Yahoo!
    Patricia Hursh, President, SmartSearch Marketing
    David Szetela, Author, Speaker and Consultant,
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
    Frederick Vallaeys, Founder and CEO, Top Tier Inc.

Geek 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:
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
  • Speakers:
    Bob Tripathi, Founder, Instant E-Training
    Frank Watson, CEO, Kangamurra Media
    Michael Martin, Senior SEO Strategist, Covario
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Clinics
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:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
  • Speaker:
    Rae Hoffman, CEO, Outspoken Media
    Noran El-Shinnawy, Director of Marketing, Onestop

3:30-4:00pm Afternoon Break
4:00-5:15pm

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


Search & Social
Search, PR and the Social Butterfly
RT this. Take social media to the boardroom! Social media continues to spread its wings with the advent of Google Social Search, Bing, Twitter Search and Yahoo's Twitter-like moves. With the demise of traditional media outlets and the rise of search and social, PR firms have also gotten a big lift and muscled in on the territory once ruled by advertising agencies. Time to eighty-six the anachronistic press kits and media lists and hand over the keyword rich online status updates and Twitter feeds. Don't miss this opportunity to hear firsthand from online PR/social media pros that bridge the best of both worlds while influencing SEO via Profiles, Fans, Tweets, Friends and Follows.

  • Moderator:
    Lisa Buyer, President & CEO, The Buyer Group
  • Speakers:
    Gini Dietrich, Founder & CEO, Arment Dietrich, Inc
    Greg Jarboe, President & Co-founder, SEO-PR
    Rob Key, CEO, Converseon

Hybrid
Crossing Borders: Global Site Clinic
Going global with a brand is one of the key challenges facing search marketers today. Non English, multi currency and dealing with symbols (double byte) are the first stumbling blocks. So, if you are running an international search campaign across a multitude of diverse markets and cultures, then you can't afford to miss this opportunity to get your website reviewed live by a panel of Search Engine Marketing experts who really do think globally.

Bring your business cards to the moderator at the beginning of the session and get concrete advice on ways to improve your site's SEO, ASAP.

  • Moderator:
    Andy Atkins-Krüger, Managing Director, WebCertain
  • Speakers:
    Motoko Hunt, President, AJPR
    Bill Hunt, President, Back Azimuth Consulting

Advanced Issues
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.

  • Moderator:
    Jon Myers, VP & Managing Director EMEA, Marin Software
  • Speakers:
    Yigal Elnekave, Senior Product Manager, Search Advertising Strategy, Microsoft Advertising
    Christine Churchill, President, KeyRelevance
    Marty Weintraub, Founder & Evangelist, aimClear
    Marcus Tandler, CEO/Partner, Tandler.Doerje

Geek Track
Conversion Ninja Toolbox
Landing page optimization can produce huge improvements in online marketing campaigns. The question is not whether you should do it, but rather how. In this fast paced solo session and Q&A with landing page optimization author and expert Tim Ash, you will learn about a number of powerful new tools that have recently become available for improving conversion rates. Learn the secrets of the conversion ninja, and become one yourself!

  • Introduction by:
    Sage Lewis, President, SageRock.com
  • Solo presentation by:
    Tim Ash, CEO, SiteTuners.com

Clinics
Big Sites & Big Brands Site Clinic
Running a web site or sites with thousands if not hundreds of thousands of pages? Have a brand name that is recognized by millions worldwide? Where do you begin with the SEO process? This interactive session looks at challenges and opportunities specifically facing those with big sites or big brands. Bring your business cards and be prepared to discuss everything from dealing with multiple domains to managing multi-country and multi-lingual Website optimization. Live site reviews for session attendees are the highlight of this session!

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Kristjan Mar Hauksson, COO, SMFB Engine
    David Naylor, SEO, Bronco

5:15-5:45pm Wrap up Session/Open Forum

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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.