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SES San Francisco 2011 Agenda - Conference Day 3

Thursday, August 18
8:00-4:00pm Registration
8:30-9:00am Morning Coffee
9:00-10:30am

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

SEO Track
SEO 2.0: Less is More
As the online marketing community becomes more aggressive with SEO campaigns, even when they are following all of the rules, is there a point at which over optimize? When focusing purely on SEO, many companies lose site of the end goal - to provide information to users. When is SEO overdone and how can you prevent this from happening on your website? Are there Tsunami warning indicators to get out of the game before Google's next Panda hits? Learn from this panel of SEO experts how to find the ideal line for your site - not overdoing SEO but also not leaving organic search traffic to your competitors.

  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Dr. Horst Joepen, CEO, Searchmetrics
    David Naylor, SEO, Bronco

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

  • Moderator:
    Matt Van Wagner, President, Find Me Faster
  • Speakers:
    Paul Corkery, Bing Ads Product Manager, Microsoft
    Craig Danuloff, Founder and President, ClickEquations Inc.
    Frederick Vallaeys, Founder and CEO, Top Tier Inc.

Local/Mobile Track
Local 2.0: The Evolution of Local Search
What percentage of online searches are local? If you consider searches that end up having some influence on local buying activity, the opportunity is put into perspective. But there are still large gaps between the point of search and the point of purchase. How are online mapping, shopping engines, and directories starting to fill these gaps with user-generated content, video, or inventory data that funnel searchers towards local businesses? More importantly, how are location-based services (LBS) opening up new markets in wireless advertising and providing search marketers with increasing opportunities to target searches based on specific locations?

  • Moderator:
    Gregg Stewart, President, North America, Geary LSF
  • Speakers:
    Andrew Beckman, CEO, Location3 Media
    Andy Chu, Director of Product Management, Bing Local and Mobile, Microsoft
    David Rodecker, Founder & CTO, Relevant Ads Inc.

Accelerator Track
SEW Labs - Advanced Search Engine Marketing Tools & Tactics
Expanding on the popular site clinic approach, which features live web site audits from leading experts, the SEW Labs Series is a peer-group learning experience. This Accelerator Lab will have a special focus on Advanced Search Engine Marketing Tools & Tactics.

In each 90-minute Lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. 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.

  • Moderator:
    Jonathan Allen, Director, Search Engine Watch
  • Speakers:
    Chris Boggs, COO/CMO, Internet Marketing Ninjas
    Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas
    Garry Przyklenk, Manager, Analytics Implementation, TD Bank Group

Special Interest Track
Content Marketing Optimization
The core of any search or social media marketing program centers on content. Digital assets, rich media, web pages, MS Office and PDF docs as well as content created and shared by consumers all offer opportunities for optimization. If it can be searched, it can be optimized!

Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. This session provides unique insight into content based optimization strategies and processes as well as tactics for sourcing, creation and promotion of optimized content on the social web.

  • Solo presentation by:
    Lee Odden, CEO, TopRank Online Marketing

10:30-10:45am Session Interval
10:45-12:15pm

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

SEO Track
Social Media Signals in Search
The winds of change are blowing. Both Google and Bing are making rapid moves to integrate social elements into their search results. Bing has a strong deal in place with Facebook and is leveraging that as much as it can. Google has launched its +1 button for web sites and is likely to make more significant moves. The social sites themselves are making rapid changes. Facebook offers Like buttons, Send buttons and Share buttons. Twitter has now launched their Follow button. How are all these changes going to affect you as a publisher? This can't miss session will give you insight into what is happening and how it affects your web site publishing strategy.

  • Moderator:
    Richard Zwicky, Chairman, BlueGlass
  • Speakers:
    Eric Enge, CEO, Stone Temple Consulting
    Duane Forrester, Senior Product Manager - Webmaster Outreach, Bing

PPC Track
SEW Labs - Best Practices in Paid Search Advertising
Expanding on the popular site clinic approach, which features live web site audits from leading experts, the SEW Labs Series is a peer-group learning experience. This Paid Search Lab will have a special focus on Best Practices in Paid Search Advertising.

In each 90-minute Lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. 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.

  • Moderator:
    Jonathan Allen, Director, Search Engine Watch
  • Speaker:
    Christine Churchill, President, KeyRelevance
    Lisa Raehsler, Founder, Big Click Co.

Local/Mobile Track
Local + Social: the Future of Promotion
Clearly two of the hottest categories in online marketing are local search and social. Find which data feed services work best for mass local listings online and on the mobile web plus which social networking features have the most effect on local marketing. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Benu Aggarwal, Founder & President, Milestone Internet Marketing
    Gregg Stewart, President, North America, Geary LSF

Accelerator Track
The Convergence of Search, Social & Content Marketing
The Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your a will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.

  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    Aaron Kahlow, CEO & Founder, Online Marketing Institute
    Arnie Kuenn, President, Vertical Measures
    Lee Odden, CEO, TopRank Online Marketing

Special Interest Track
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
  • Follow search leads through to offline sales
  • Solo Presentation:
    Lauren Vaccarello, Author, "Complete B2B Online Marketing" and "Retargeting Playbook"

12:15-1:15pm Networking Lunch / Meet the Authors
1:15-2:45pm

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

SEO Track
SEW Labs - Social SEO
Programmed by: Lee Odden
Expanding on the popular site clinic approach, which features live web site audits from leading experts, the SEW Labs Series is a peer-group learning experience. This SEO Lab will have a special focus on Social SEO.

In each 90-minute Lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. 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.

  • Moderator:
    Lee Odden, CEO, TopRank Online Marketing
  • Speakers:
    Jonathan Allen, Director, Search Engine Watch
    Ian Lurie, CEO, Portent
    Todd Malicoat, Independent Search Engine Marketing Consultant, stuntdubl

PPC Track
Avoiding PPC Campaign Stagnation
In this session Wpromote and Wine.com will discuss innovative strategies used by leading e-commerce players to get more value out of even the most mature PPC campaigns. Topics covered will include cutting-edge techniques to extract more value from Google's content/display network, how to use new ad formats to stand out from the crowd, and ways to keep campaigns fresh throughout the year, to name a few. With case studies and suggestions from an agency and an e-commerce store, this session is designed to give substantive take-aways to everyone in attendance.

  • Moderator:
    Christine Churchill, President, KeyRelevance
  • Speakers:
    Cam Fortin, Director of Business Development, Wine.com
    Michael Mothner, Founder & CEO, Wpromote Inc.

Local/Mobile Track
Smart Mobile Marketing
Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking 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 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 online marketing mistakes that are being made by some of the top mobile marketing agencies.

Attendees will walk away with a clear understanding of actionable 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:
    Jack Marshall, Staff Writer, Stats Editor, ClickZ
  • Speakers:
    Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!
    Michael Martin, Senior SEO Strategist, Covario
    Jamie Wells, Director, Global Trade & Product Marketing Mobile, Local & Commerce Business Group, Microsoft Mobile Advertising

Accelerator Track
Channel Surfing: Measuring Profit & ROI Across Channels
Programmed by: Mikel Chertudi
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:
    Mikel Chertudi, Senior Director of Marketing, Adobe
  • Speaker:
    Wes Nichols, CEO & Cofounder, MarketShare

Special Interest Track
Search: Where to Next?
It's been said that the best way to predict the future is to invent it. And almost everyone likes to speculate about the future. When it comes to search marketing, none are better at it than our veteran panel of industry insiders. Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like in the following five to ten years. What should be on your search radar for 2012 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search? Certain industry pundits have even been heard to say that SEO is dead. The future is coming. Are you ready for it?

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Tamara Colagrossi, Head of Marketing, Marchex
    Eli Goodman, Media Evangelist, comScore, Inc.
    Mike Grehan, CMO & Managing Director, Acronym
    Rand Schulman, Managing Partner, Efectyv Marketing
    Dana Todd, CMO, Aftermath

2:45-3:00pm Session Interval
3:00-4:00pm

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

SEO Track
Enterprise Level SEO
Programmed by: Bill Hunt
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:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Jay Middleton, Sr. Mgr., WW Search Marketing, Adobe Systems, Inc.
    Crispin Sheridan, Senior Director, Digital Scale, Integrated Digital, SAP
    Jim Yu, Founder & CEO, BrightEdge

PPC Track
SEM in the Retail Vertical
Search Engine Marketing (including Paid Search Advertising, SEO, Display, and Analytics) in the Retail space can be a challenging but extremely rewarding marketing medium. This session will include formal presentations and Q/A with retail executives from (TBD) joined by a vertical executive from Rosetta. Topics will include launching and maintaining SEO and SEM campaigns and measuring their successes within hyper-competitive industries; growth and scalability; balancing needs between different categories; driving qualified new traffic; local search considerations; and increasing "Universal" (non-text) search results.

Attendees will learn how different category owners, vendors, marketing groups, and agencies can work together to align towards high performing campaigns and Web properties. The senior marketing leaders will also cover cross-channel measurement of performance of paid and earned media, and attributing value across other online initiatives including display advertising, mobile, and email.

  • Moderator:
    Eli Goodman, Media Evangelist, comScore, Inc.
  • Speakers:
    Dave Anna, Partner, Marketing Execution and Measurement, Rosetta
    Lisa Dick, Manager Online Marketing, Helzberg Diamonds
    Michael Hess, Director Online Merchandising, OfficeMax

Local/Mobile Track
Search on Mobile Devices, QR Codes, Mobile & Social: The Next Mobile Frontier
Search on mobile devices is a different game than it is on the desktop. Users can't rely on Google to deep link into their mobile apps. Yet search is needed even more on these smallest screens to find the content they're looking for. So, why are the search features within apps so "old school?" Search results do not appear as users type (they invariably have to hit the "go" or "search" button); search features don't save a user's past searches or learn from his past activity. The Android OS does not offer any solutions. Must each app developer code his own search solution?

Let's envision a scenario for mobile that would provide more robust search for each app -- with instant results, real-time indexing of cloud-based content AND on-device content, as well as learning from the user's past behavior. Maybe Google will listen and make it part of Android, or maybe Adobe will include it with AIR, or maybe a startup will figure out how to do it.

And what about the link between mobile and social? Learn how you can use the two channels to drive the message more efficiently.

Meanwhile, Mobile barcode scanning has revolutionized search and revitalized traditional marketing. Web traffic can now be driven from anywhere - a product label, a billboard, or a temporary tattoo. In this session you will learn also how to effectively incorporate QR codes for on-the-spot conversion to improve geosocial, local search, and social media campaigns.

  • Moderator:
    Andrew Beckman, CEO, Location3 Media
  • Speaker:
    Terry Rodrigues, Senior Director, Product Management, Mobile Search, Yahoo!
    Angie Schottmuller, Director of Interactive Strategic Planning & Optimization, Three Deep Marketing

Accelerator Track
PPC Beyond Search: New Ad Formats, Display, and Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. This session aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?

  • Moderator:
    Zach Rodgers, Managing Editor, ClickZ News
  • Speakers:
    Antony Chen, Sr. Product Manager, Optimization Solutions, Yahoo!
    Dax Hamman, Chief Strategy Officer & Founding Member, Chango
    Siddharth Shah, Director of Business Analytics for Advertising Solutions, Adobe

Special Interest Track
Getting More from Google+ and the +1 Button
In this session we'll look at the many ways Google is improving by focusing on people. We'll review how the Google+ project is adding the richness of real-life sharing to software, combining the casual meetup with live multi-person video, and much more. We'll then dive into some detail with +1 implementation best practices, getting the most out of analytics and reporting, structured markup, and some thoughts on businesses in Google+.

  • Speakers:
    Jonathan Allen, Director, Search Engine Watch
    Timothy Jordan, Developer Advocate, Google

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

Afternoon Keynote Panel
View From the Top
This is it - we've arrived. The 24/7 always connected consumer. And much as this brings so many more opportunities for marketers, it brings challenges too. Much of the received wisdom in marketing circles is undergoing reconsideration. The nature of consumer and business markets is going through major change.

Innovation in display advertising moves at pace. Banner blindness has been cured by relevancy and timeliness. Exchange traded media is changing the field of media planning and buying. Ad exchanges and real-time bidding inventory sources are rapidly emerging. And ad technology vendors and creative agencies are devising new ad units.

Social media and mobile apps all the more will see end users sidestepping the browser. And location-based services are beginning to provide newer opportunities in point of sale, couponing, and suggested discovery. Consumers are attracted to rapidly emerging third party information providers, through collaborative product review and price comparison services.

Connected Marketing is much more about the change in consumer behavior than it is about the technology available. This new generation conveniently leaves behind a huge data trail which is pure nectar for marketers. But at the same time, the end user is beginning to push back as privacy issues become more of a concern.

This panel of leading industry players in the online advertising sector will assess the current state of play and how the possibility of convergence may be closer than we think.

  • Co-Moderators:
    Matt McGowan, Advisor, Incisive Media
    Mike Grehan, CMO & Managing Director, Acronym
  • Speakers:
    Seth Berman, Director of Global Marketing, BabyCenter
    June Bower, VP Online Business, Cisco Systems
    Chris Copeland, CEO, GroupM Search - The Americas
    Daina Middleton, Global Chief Executive Officer, Performics
    Giovanni Rodriguez, Co-Founder and CEO, SocialxDesign
5:30-6:00pm

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.

‹ Day 2

SES Magazine
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SES Magazine October 2011 - Chicago Guide
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Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to sales@sesconference.com.

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to registration@sesconference.com.