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SES San Francisco 2010 Agenda - Conference Day 2

Wednesday, August 18
8:30am-6:00pm Registration
8:30am-9:30pm Morning Coffee
9:30-10:30am SES Keynote: BJ Fogg

Morning Keynote

  • Keynote Speaker:
    BJ Fogg, Director, Persuasive Technology Lab, Stanford University
10:30-11:00am Coffee Break in the Expo Hall (open 10:00-3:00pm)
11:00-12:00pm

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

Track 1
SEO 101
Organic search is one of the best customer cost of acquisition values, 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:
    Richard Zwicky, Chairman, BlueGlass
  • Solo presentation by:
    Bruce Clay, President, Bruce Clay, Inc.

Track 2
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:
    Dana Todd, CMO, Aftermath
  • Speakers:
    Brent Payne, CEO, Loud Interactive
    Allison Fabella, Global Director of SEO, CareerBuilder
    Topher Kohan, Senior Search Scientist, Rockfish
    Eleanor Hong, Lead Editor, SEO, ABCNews.com

Track 3 sponsored by Omniture, An Adobe Company
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:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Prashant Puri, CEO & Co-Founder, AdLift.com
    Laura Callow, Senior Search Marketing Manager, Intuit Canada, Global Business Division
    Bob Tripathi, Founder, Instant E-Training
    Jessica Bowman, CEO, SEOinhouse.com

Track 4
Crossing the Digital Divide: The Leap From Search to Display
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. (That's a shift of power that search marketers can definitely appreciate!) In this session you will hear a "101" introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a first foray into exchange-traded display to broaden their media mix.

  • Moderator:
    Jeff Ferguson, CEO, Fang Digital
  • Speakers:
    Sacha Berlik, Founder and CEO, mexad
    Dave Zinman, Vice President & General Manager, Display Advertising, Yahoo! Inc
    Mike Baker, Co Founder and CEO, DataXu

SEW Labs
Local Lab Primer
Local search appears at the top of search results pages, and searchers respond by clicking on the restaurant, stylist or car service they're looking for. Even if you are not listed, your competition probably will be.

So where do those local results come from and how do you get your business listed? Which are the major players you can't afford to ignore? Do you know the data source providers to the search engines?

This session will show you how local search can bring you not just Web site traffic but also foot traffic. 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.

If you are planning to attend the SEW Local Lab on Day 3, then you can't afford to miss this primer which is designed to lay the foundation and provide you with the basic tools and perspective to dig deeper into local search. Find one of the 'eggheads' and tell them about the specific challenges you are facing and, in the following Local Lab, we'll begin brainstorming ideas with our experts to make you king of your hill.

  • SEW Labs Chief Egghead:
    Jonathan Allen, Director, Search Engine Watch
  • Speakers:
    Steve Espinosa, VP of Innovation, eLocal Listing, LLC
    David Rodecker, Founder & CTO, Relevant Ads Inc.

12:00-1:00pm Networking Lunch in the Expo Hall
1:00-2:00pm

Google

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

Sponsored Session
It's All About the User: Search Insights for Your Site
As websites gear up now for a promising end to 2010, it's time to consider whether you're bringing the best available technologies, data analysis, and search innovations to your users. With some sites breaking away from the pack with features like query auto-suggest, instant response times, and surprising yet intuitive user features, the gap between run-of-the-mill landing pages and high-converting, interactive sites isn't going away.

Join Google Senior Product Manager Nitin Mangtani and Google Enterprise customers to learn how best practices in information technology can translate into big conversion rate gains, revenue increases, and user satisfaction wins for your online business. You'll leave the session with a sense of what's on the horizon for on-site search and ideas for how to learn from and incorporate recent website search innovations on your site today.

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


Track 2
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:
    Susan Bratton, Co-founder and CEO, Personal Life Media, Inc.
  • Speakers:
    Lisa Buyer, President & CEO, The Buyer Group
    Kristjan Mar Hauksson, COO, SMFB Engine
    Sally Falkow, President, PRESSfeed
    Brett Tabke, CEO, WebmasterWorld Inc

Track 3 sponsored by Omniture, An Adobe Company
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:
    Michael Stebbins, CEO, Founder, Market Motive
  • Speakers:
    Eli Goodman, Media Evangelist, comScore, Inc.
    Bob Myhal, President, MuscleMaster
    John Sherrod, Senior SEO Technologist, Search Discovery, Inc.
    Allen Hammock, Director of Technical Sales, LookSmart, Ltd.
    Frederick Vallaeys, Founder and CEO, Top Tier Inc.

Track 4
Getting Mobilized! Mobile Marketing Strategies
Learn basic mobile marketing strategies that are attracting mobile traffic today. This session will focus on mobile SEO, but will also touch on driving traffic and conversions with mobile applications, text messaging and mobile email. You will learn what you need to know to develop, launch and track an integrated mobile marketing strategy.

This session will help attendees understand how mobile marketing fits into the traditional and online marketing mix and determine what mobile marketing strategy is most appropriate for their business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major SEO mistakes that are being made by some of the top mobile marketing agencies.

Attendees will walk away with a clear understanding of basic mobile SEO best practices including mobile site architecture, local and universal SEO tactics that work in a mobile application and how to author meta data that is compelling in mobile search results.

  • Moderator:
    Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!
  • Speakers:
    Cindy Krum, Founder & CEO, MobileMoxie
    Sandeep Aggarwal, Managing Director, Internet & Software, Caris & Company
    Michael Martin, Senior SEO Strategist, Covario

SEW Labs
Video Lab Primer
Video is the most consumed content format on the web and one of the primary content types shared on the social web. Video sites themselves are separate data sources to the search engines, meaning they are somewhat immune to the auspices of their algorithms. Popularity and 'being discoverable' is key to being seen. Coupled with the fact that the means to produce and broadcast video are getting cheaper everyday, it's fair to say that a solid video could be the winning ticket for any company.

How do you start to think about video production? Who are the video sharing sites you should be looking at? How do social networks affect the consumption of video content?

This session will look at how video search can leverage a voice in your audience that you never knew you had. We'll look at what it take to be a producer, how to get your content found and watched and also how to be simply a curator - an armchair TV channel. We'll also look at some of the emerging platforms and core issues, such as HTML 5, in the online video industry and how it impacts the future of your strategy.

The Video Lab follows the primer, so if you are a company that does not no where to start in video, or does not know how to take it further now, then grab an 'egghead' and pitch them your business - whether you have done any video or not. We'll dissect your assets and the business opportunity for you in the following video Lab, till someone yells 'Cut!'.

  • SEW Labs Chief Egghead:
    Jonathan Allen, Director, Search Engine Watch
  • Speaker:
    Greg Jarboe, President & Co-founder, SEO-PR

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

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

Track 1
Scaling Up Your SEO Campaigns
Why should responsibility for something as important as SEO frequently be down to one guy? Large corporations have systems and processes in place to ensure access to marketing management information at all levels within the organization. And when your company is an international player access to reporting and analysis needs to go global. In this session the panel discusses the need for enterprise wide planning, implementation and control of SEO campaigns for improved ROI.

  • Moderator:
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Russ Mann, Founder & CEO, Covario
    Seth Besmertnik, CEO, Conductor, Inc.
    Jim Yu, Founder & CEO, BrightEdge
    Dr. Horst Joepen, CEO, Searchmetrics

Track 2
Speaking Geek: How Marketers Can Work with Web Developers to Achieve Business Goals
We hear it all the time: an online marketer returns from an SES event brimming with new ideas and advertising tactics only to hit a wall when they present their plans to the developers responsible for implementing their ideas. It's no secret that marketing and tech don't often speak the same language and as a result projects are slowed or stalled, and millions of marketing dollars are wasted. So how do you bridge the gap? Hear from a panel of marketers and developers on how to collaborate and pull off a technical online project successfully.

  • Moderator:
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
  • Speakers:
    Puneet Bhasin, Manager Network Operations, Schematic INC
    Casey Rovinelli, Director, Digital Marketing, National Hockey League Players' Association
    Jessica Bowman, CEO, SEOinhouse.com
    Siddharth Jhunjhunwala, CEO and Founder, Web Spiders

Track 3 sponsored by Omniture, An Adobe Company
Real-Time Storytelling
For mainstream media to survive, if not thrive, it must embrace social media and take on the critical role of curator of the conversation. For social media to remain relevant and avoid slipping further into a wall of noise, it must work hand in hand with news organizations to create a symbiotic storytelling relationship. The result will be a new kind of curated grassroots conversation that has the authenticity of social media and the reach and authority of mainstream media.

  • Moderator:
    Khris Loux, CEO & Co-Founder, Echo
  • Speakers:
    Dan Schmidt, Senior Product Manager, CBS Interactive
    Andrew Lyons, Commercial Director, UltraKnowledge
    Dermot Waters, Senior Director of Product Development, CNN.com
    Louis Gray, Managing Director of New Media, Paladin Advisors Group

We Build Pages

Sponsored Session
Link Building in August of 2010 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 (www.webuildpages.com). 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. * Updated presentation for August 2010 SES.

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


Track 5
Competitive Research
An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. In this session, we take a close look at what tricks you can use with search engines to analyze your competitors' game and also what free and premium tools are available to deep dive into their strategy. Join us for a candid discussion as panelists reveal their secrets for monitoring competitive forces and threats while sharing tips that can be successfully applied to any business intelligence effort. After attending this session, you'll have the skills to easily discover what keywords your competitor is targeting, how much your competitor is spending on ads, and be able to identify opportunities your competitor is missing.

  • Moderator:
    Kristopher B. Jones, Chairman, Internet Marketing Ninjas
  • Speakers:
    Mark Munroe, Director of Search Audience, MerchantCircle
    Eli Goodman, Media Evangelist, comScore, Inc.
    Bill Leake, President and CEO, Apogee Search

3:30-3:45pm Session Interval
3:45-4:45pm

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

Track 1
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:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
  • Solo presentation by:
    Heather Lutze, CEO & Co-founder, Findability Group

Google

Sponsored Session
Ad Innovations @ SES SF
Hear about Google's latest innovations in ad formats, tools and reports, then learn how advertisers are using them to improve their results. Visit www.google.com/ads/innovations for a sneak preview.

  • Speaker:
    Devin Sandoz, Product Marketing Manager, Google AdWords


Track 3 sponsored by Omniture, An Adobe Company
B2B Marketing Tips
This session will focus on PPC and SEO best practices—specific to B2B search marketers. Examples and case studies to include:

  • Reaching buyers across the buying cycle.
  • Best ways to target a specific, niche audience.
  • Engaging buyers, influencers, and implementers
  • B2B offers: whitepapers, demos, trials, webinars, etc.
  • Lead generation tips
  • Moderator:
    Patricia Hursh, President, SmartSearch Marketing
  • Speakers:
    Lauren Vaccarello, VP Marketing, AdRoll
    Andy Chang, CEO, I-Influence
    Scott Brinker, President & Chief Technology Officer, ion interactive

Track 4
Twitternation & Automation
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:
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
    Paul Madden, Operations Director, LinkRisk
    Jeff Pulver, Entrepreneur, Chairman and Founder, JeffPulver.com

SEW Labs
SEO Lab (2 Hours, 3:45-6:00pm)
SEW labs is a new format session for SES. Expanding on the popular site clinic approach which featured live web site audits from leading experts it becomes more of a peer-group learning experience.

Each lab session is preceded by a primer session to ready attendees for the main event. The audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites. Think "crowd-sourcing consultancy" sessions in a live classroom environment.

Director of Search Engine Watch, Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of web sites for optimal performance in SEO, PPC, Video and local search using real time examples.

  • SEW Labs Chief Egghead:
    Jonathan Allen, Director, Search Engine Watch
  • Speaker:
    Maile Ohye, Developer Programs Tech Lead, Google USA
    Rand Fishkin, CEO, SEOmoz.org
    Jessica Bowman, CEO, SEOinhouse.com

4:45-5:00pm Session Interval
5:00-6:00pm

Track 1
How to Become a Link Magnet
Some people just have to sit at a keyboard and type for ten minutes. Some people spend a little time mashing up a video. And some people develop a cool tool or app. What happens next? They become link magnets.

In search marketing, where content is still king, we've talked about how to make your web site a link a magnet. But with social media and personal branding, developing a great presence online can turn you personally into a link magnet. Some people have. Thousands want it.

How can you develop your personal brand so that you only have to mouth an opinion and a gazillion links follow? Andy Warhol once suggested that everyone gets their 15 minutes of fame. And social media is certainly making that little prediction come true.

Find out from a panel of experts how you can have your (metaphorical) 15 minutes of fame, become a link magnet and dominate search engines.

  • Moderator:
    Brett Tabke, CEO, WebmasterWorld Inc
  • Speakers:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
    Rand Fishkin, CEO, SEOmoz.org
    Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas

Track 2
Beyond the Click: What Shoppers Need Now
You've optimized SEO, stretched your SEM dollars, and tackled social media and emerging trends head-on. But in the e-commerce world, it's time to address the elephant in the room: low conversion rates and lagging transition to the online channel among otherwise tech-savvy consumers. Shoppers who click over accept the same fast, streamlined search experience on retail sites themselves, but are less and less impressed as e-commerce falls behind the capabilities of the web.

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.

This panel will address how top retailers are bridging this off-site/on-site search gap and applying the latest in website technology and cloud-based services to change the conversion game.

  • Moderator:
    Bryan Eisenberg, NYTimes Bestselling Author, bryaneisenberg.com
  • Speakers:
    Nitin Mangtani, Senior Product Manager, Google Inc.
    Noran El-Shinnawy, Director of Marketing, Onestop
    Lee Cohen, Senior Director of Business Development & Sales, Become, Inc.
    John Federman, President and CEO, Searchandise Commerce

Track 3 sponsored by Omniture, An Adobe Company
B2B Lead Generation Management & CRM Integration
This session will focus on "post-click" best practices -- specific to B2B search marketers and/or companies with a complex sales cycle. Examples and case studies to include:

  • Conversion improvement tips
  • Landing page and microsite testing
  • Lead scoring, nurturing and management
  • Integration with CRM systems
  • Follow search leads through to offline sales
  • Moderator:
    Patricia Hursh, President, SmartSearch Marketing
  • Speakers:
    Lauren Vaccarello, VP Marketing, AdRoll
    Crispin Sheridan, Senior Director, Digital Scale, Integrated Digital, SAP
    Jamie Smith, CEO, Strategy Analyzer LLC

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. Additionally, you'll learn how to harness the power of the updated Bing Webmaster Tools, including steps to help ensure your site will be indexed and crawled by Bing. This session is for agencies and advertisers.


SEW Labs
SEO Lab (2 Hours, 3:45-6:00pm)
Details above


6:00-7:00pm
American Express OPEN

Black Hat, White Hat Un-conferenced
Not just a workshop, not just a party - but a little bit of both... debate issues that matter over drinks!

Location: Moscone West, 2nd Floor Lobby

7:00-10:00pm #140conf #140conf Summer Cocktail Party
8:00-11:00pm Best of the Web We Build Pages IM Charity Party

SES Magazine
View latest issue:
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Chicago Guide 2011
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E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
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Associate/Assistant
C-Level:
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
IT/Web:
Executive Director, IT
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Web Developer
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Association Sponsors
WebAward
eec
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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.