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SES San Francisco 2010 Agenda - Conference Day 3

Thursday, August 19
8:30-5:00pm Registration
8:30-9:30am Morning Coffee
9:30-10:30am SES Keynote: Tim Ash

Morning Keynote
The Four Pillars of Building Instant Trust Online
Websites and landing pages face very real trust issues - they are a scary and uncertain unknown to most visitors. Before people will act or transact, their concerns and anxieties must be alleviated. But how can you do this online when you only have seconds to establish trust? In this provocative keynote, SiteTuners CEO and bestselling author of Landing Page Optimization Tim Ash, will show you how to effectively use the Four Pillars Of Trust and smooth the way to your online conversion goals.

  • Keynote Speaker:
    Tim Ash, CEO, SiteTuners.com
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
Paid Placement for Branded Content & Digital Advertorial
Companies are rushing to develop branded content for SEO purposes and "long tail" traffic, but what are the opportunities for more aggressive promotion of branded content other than standard banner ads? Is sponsored content (digital advertorial) effective for all companies and strategies? Panelists will discuss what types of content works best, options for supersizing visibility, and what kind of performance to expect.

  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    Dana Todd, CMO, Aftermath
    Yaron Galai, CEO, Outbrain
    Byron White, Chief Idea Officer, ideaLaunch
    Paul Botto, VP of Sales, Brickfish

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:
    Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
  • Speakers:
    Melanie Mitchell, SVP, Search Strategy, Digitas
    Rand Fishkin, CEO, SEOmoz.org
    Thomas Bindl, Founder & CEO, Refined Labs GmbH
    Benu Aggarwal, Founder & President, Milestone Internet Marketing

Track 3
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
  • Speaker:
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Track 4
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, VP, Digital Scale and Operations, Integrated Digital, SAP
    Bill Hunt, President, Back Azimuth Consulting
    Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
    Guillaume Bouchard, CEO, iProspect

SEW Labs
Local Lab (2 Hours, 10:45-1:00pm)
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
  • Speakers:
    Steve Espinosa, VP of Innovation, eLocal Listing, LLC
    Jeff Ferguson, CEO, Fang Digital
    Gib Olander, Director of Business Development, Localeze

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.

  • Introduction by:
    Harry J. Gold, CEO, Overdrive Interactive
  • Solo Presentation by:
    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:
    John Marshall, SES Advisory Board & CTO, Market Motive
  • Speakers:
    Adam Goldberg, Chief Innovation Officer, ClearSaleing
    Mikel Chertudi, Senior Director of Marketing, Adobe
    Justin Merickel, Vice President, Marketing & New Product Development, Efficient Frontier
    Chuck Sharp, Senior Vice President, Analytics, iCrossing

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
    Kathleen Pitcher, Senior Manager, Acquisitions Marketing, Pogo.com/Electronic Arts, Inc.
    Michael Gray, Owner, Atlas Web Service

Track 4
Search Marketing Toolbox
Tools, tools, tools. From small in-house accounts to ones with millions of keywords, it's the new advances in search marketing 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?

This fast-paced session will describe the latest and greatest tools to help you to accomplish your tasks including indexing, competitive analysis, site ranking, bid management, campaign workflow efficiencies, diagnosing and remedying problems, page level information, site level information, on-page optimization and much, much more.

  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speaker:
    Dave Snyder, SVP of Search, Blueglass
    David Szetela, Author, Speaker and Consultant,
    Mark Jackson, SEW Expert & President/CEO, VIZION Interactive
    Alex Cohen, Director of Marketing, H.Bloom
    Ariel Bardin, Director, Product Management, Google

SEW Labs
Local Lab (2 Hours, 10:45-1:00pm)
Details above


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
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:
    Kate Kaye, Senior Editor, ClickZ News
  • Speakers:
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group
    Bobby Figueroa, VP of Product Development, Yahoo!
    Harry J. Gold, CEO, Overdrive Interactive

Track 2
Managing Your Google Reputation
Google is more than a search engine. Google is a reputation engine! And, every day your potential customers are deciding whether or not to do business with you, based on what shows up in Google's search results. A single negative review of your company, a blog post from an unhappy customer, or a 140-character tweet can result in a millions of dollars in lost sales.

In this session, world-renowned online reputation management expert Andy Beal will open his play-book for managing your Google reputation. What SEO tactics will push your pages to the top? How do you occupy all of the first ten Google results? What social networking profiles can you use to push down negative reviews of your company? This is no high-level "let's look at some case studies" fluff! You'll leave this session with proven tactics that you can use to clean-up your Google reputation or, even better, ensure it never gets dirty in the first place!

  • Introduction by:
    Crispin Sheridan, VP, Digital Scale and Operations, Integrated Digital, SAP
  • Solo Presentation by:
    Andy Beal, CEO, Trackur.com

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:
    Chris Boggs, Founder, Web Traffic Advisors
  • Speakers:
    David Szetela, Author, Speaker and Consultant,
    Brad Geddes, Founder, Certified Knowledge
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
    Frederick Vallaeys, Founder and CEO, Top Tier Inc.

Track 4
I Want It Now!
Now that search engines are rapidly moving into the realm of real-time search taking "fire hose" feeds from social networking sites such as Twitter, the race is on to see who can provide the freshest and most relevant information. The real-time web offers a huge variety of news, blogs, updates and video results. And real-time is everywhere. On your smart phone, your laptop, iPad and other devices. Find out how real-time search is developing and how marketers can benefit from this new stream of instant information.

  • Moderator:
    Matthew Bailey, President, Site Logic Marketing
  • Speakers:
    Tobias Peggs, CEO, OneRiot
    Rob Garner, Chief Strategy Officer, Advice Interactive Group
    Dylan Casey, Search Product Manager, Google
    Paul Yiu, Group Program Manager, Bing, Microsoft

SEW Labs
Video Lab (2 Hours, 2:00-4:15pm)
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
  • Speakers:
    Greg Jarboe, President & Co-founder, SEO-PR
    Baljeet Singh, Senior Product Manager, YouTube & Google Content Network

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
Killer Facebook Marketing: Do's and Don'ts
Some brands get a million Facebook fans overnight, while others get egg on their Face(books). The sheer availability of data generated by 500 million consumers opens both marketing opportunities and privacy challenges. From a marketing standpoint, we have unprecedented capabilities in targeting and measurement-- leading to the kinds of ROI last seen in the early days of internet marketing. The flood of user-generated data has shifted organic search rankings, but has also created monitoring, privacy, and intellectual property issues. What challenges loom on the horizon and what should your company do in preparation? Come away from this session armed with the latest Facebook marketing tactics and the best ways to protect your brand.

  • Moderator:
    Kate Kaye, Senior Editor, ClickZ News
  • Speakers:
    Marty Weintraub, Founder & Evangelist, aimClear
    Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
    Tracy Falke, Director of Content, Search, Social Media & Emerging Technology, Powershift Media Group

Track 2
Teen Entrepreneurs Give The Inside Scoop on Youth e-Marketing
Who better to get inside of the heads of the lucrative child and teen market segment better than entrepreneurial teenagers? They understand how this market thinks much better than us grown-ups.

The Generation Gap is alive and well online. Youth use the Internet very different from adults. The typical teenager is engrossed in Facebook, indifferent about Twitter, and consumes YouTube videos like there's no tomorrow. They shop online, play games online, and some even blog. How they fit homework in to this busy schedule is anyone's guess.

Can you really say that you understand *how* our youth use Facebook? YouTube? Google? It's hard enough for a parent to get their teenager to agree to friend them. Understanding the peer interactions that happen through the groups, fan pages, photo albums, apps, and so forth is like a foreign language.

That's where our panelists come in. Each is a teen entrepreneur successful in his or her own right—each has built a success business around using blogs, SEO, YouTube, Facebook, or some combination of the above, to market to fellow youth.

Ready to connect with the youth market? Ready to get inspired by the intellect, ambition and moxie of our younger generation? Then come to this session!

  • Moderator:
    Chloe Spencer, Blogger, NeopetsFanatic.com
  • Speakers:
    Brian Wong, CEO & Co-Founder, Kiip.me
    Daniel Brusilovsky, Founder and Chairman, Teens in Tech Networks
    Ricky Yean, Co-Founder, Conversely

Track 3
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:
    Christine Churchill, President, KeyRelevance
  • Speakers:
    Ron Jones, President/CEO, Symetri Internet Marketing
    Wister Walcott, Co-founder & VP of Products, Marin Software
    Aaron Lauper, adCenter Product Team, Microsoft Advertising
    Stacie Susens, Director of Corporate Marketing & PR, Kenshoo

Track 4
Augmented Reality: A New World Order
User migration to a mobile environment is driven not only by information and communications requirements, but also a host of applications that are useful, quirky, or just plain fun. App developers and experts explain how these apps hook users, demonstrate their rapid growth trajectory, and explore what might be in store for the future.

  • Moderator:
    Gene Becker, Founder and Managing Director, Lightning Laboratories
  • Speakers:
    Howard Ogden, Founder, Augment Reality
    Lisa Murphy, Product Marketing Manager, metaio, Inc.
    Michael Liebhold, Senior Researcher, Distinguished Fellow, Institute for the Future
    Mathijs Gajentaan, CEO and Co-founder, Winvolve
    Jay Wright, Director, Business Development, Qualcomm Corporate R&D

SEW Labs
Video Lab (2 Hours, 2:00-4:15pm)
Details above


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:
    Lisa Buyer, President & CEO, The Buyer Group
  • Speakers:
    Chris Winfield, CMO, BlueGlass
    Jessica Kornacki, Vice President of Marketing, Endless Vacation Rentals by Wyndham Worldwide
    Krista Neher, CEO, Boot Camp Digital

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 San Francisco. 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.
    Paul Flannigan, Director of Sports, Microsoft Advertising
    Casey Rovinelli, Director, Digital Marketing, National Hockey League Players' Association
    David Oksman, Sr. Ecommerce Manager, Reebok

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:
    David Szetela, Author, Speaker and Consultant,
  • Speakers:
    David Rodnitzky, Founder and CEO, PPC Associates
    Michael McMeekin, Director of Search Optimization & Strategy, Yahoo!
    Thomas Bindl, Founder & CEO, Refined Labs GmbH
    Carole Sustak, Brand Manager, American Automobile Association

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:
    Lee Odden, CEO, TopRank Online Marketing
  • Speakers:
    Paul Wilson, Chief Revenue Officer, iProspect
    Rich Lesperance, Director of Online Marketing, Walgreens
    Laura Lippay, CEO, SEO Gadget US
    Vivek Chaudhuri, Director, Search Marketing, Digitas Health

Track 5
Travel Industry Update
Travel-related search, for both business and pleasure, is one of the most frequent activities consumers undertake online. In this session, we'll tackle issues specific to the highly competitive travel vertical and make sense of the latest Web marketing tools available for those with ties to the travel industry. Join us as we explore online travel trends, historical data and how travel providers can gain and maintain visibility with their search marketing campaigns. We'll also touch on topics such as managing paid search campaigns, social media optimization, reputation management and carving out a niche for specific travel services in an extremely dynamic marketplace.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
    Todd Sarouhan, President, GoVisitCostaRica
    Diana Plazas, Director, Doubletree Online Marketing, Hilton Worldwide
    Hayley Lambert, Account Executive, Travel Industry, Google

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: Room 2001

8:00-11:00pm Sanyo Social Rewards Launch Sanyo Social Rewards Launch

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