London

Conference Welcome/Orientation & Opening Keynote
Matt Mason: The Pirate's Dilemma
Trends emerging from youth culture are blurring long-established boundaries between right and wrong and unraveling some of our most basic assumptions about business, society and our collective future. Matt Mason has explored the problems these new trends pose to business and the opportunities they represent. When pirates create value for society and society gets behind their creations, it doesn't matter how many lawsuits you throw at the problem—you are assaulting your own potential future. This reality positions piracy as a new business model. Matt speaks on how this model works and how it applies to your business.

• Keynote Speaker:
  Matt Mason, Author of The Pirate's Dilemma: How Youth Culture Reinvented Capitalism

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

Track 1
Search Around the World: US, Europe & Asia
Eastern and Western companies are rushing to get a piece of the action internationally, but does anyone really understand the marketplace? In this session, attendees will learn how to separate hype from actionable activity. Leading experts with "feet on the street" in the US, Europe and Asia discuss the marketplace and the impact it's having on the world.

• Moderator:
  Jon Myers, Head of Search, MediaVest
  
• Speakers:
  Erica Schmidt, Global Director of Search, Isobar
  Martin Sinner, Founder & Managing Director, Idealo Internet GmbH
  Andy Atkins-Krüger, Managing Director, WebCertain Europe Ltd
  Anders Hjorth, Consultant, Innovell
  

Track 2
Search Industry Update
Search marketing is the largest online ad format. Paid search not only accounts for nearly 45% of the global online ad spend, but it is also one of the fastest growing online ad formats. The panel will focus on the broad trends in search marketing, such as growth drivers, core search vs. vertical search, search spending and CPC trends in general and by verticals, search penetration in the U.S. vs. international, search adoption by brand advertisers, and search vs. other online ad formats.

• Speakers:
  Jonathan Beeston, Client Services Director, Efficient Frontier
  Anne Kennedy, SES Advisory Board, Managing Partner and Founder, Beyond Ink
  Cesar Mascaraque, Managing Director, Ask.com Europe
  Edward (Teddie) Cowell, SEO Director, Guava
  

Track 3
Universal & Blended Search
Search result multiplicity is not a new phenomenon, but recent advancements guarantee that the world of search and marketing will be changing forever. Before you attend this week's optimization and best practices sessions, learn from industry gurus how the steps that follow the search are developing. Our ongoing series on universal search will include research data available only at SES.

• Moderator:
  Mike Grehan, Global KDM Officer, Acronym Media
  
• Speakers:
  Lisa Ditlefsen, Head of Search, Base One Search
  Amanda Watlington, Owner, Searching for Profit
  

Sponsored Sessions
(Descriptions to follow shortly)

Orion Panel
Measuring Success in a 2.0 World
How do you know if you've been successful with search engines and your website in general? You can check your "rank" at search engines for particular keywords, analyze log files to see the actual terms people used to reach your website, or make the ultimate jump and "close the loop" by measuring sales conversions and ROI. This panel explores both classic and cutting-edge techniques to measure success, what statistics you should really care about, ways to be more strategically focused, and how to drive increased revenue for your business.

• Moderator:
  Mike Grehan, Global KDM Officer, Acronym Media
  
• Speakers:
  Richard Zwicky, Founder & CEO, Enquisite
  Bryan Eisenberg, Co-Founder, Future Now, Inc.
  John Middlebrook, Global Director of Web and Creative Design Strategy, Allegis Group, Inc.
  John Marshall, CTO, Market Motive

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

Track 1
The State of Search Integration
Search does not exist in a vacuum. In fact, research shows that offline channels drive users to search to the tune of 67%. Obviously search marketers have a huge opportunity to leverage offline channels to drive search. But are search marketers finally catching on? Are they even aware of the relationship between other marketing channels and their own? Are they actually coordinating or integrating their search efforts with their other channels, and if so, which ones? For that matter, what integration techniques are they using? And more importantly, if they aren't integrating, why not? This panel will discuss new research published in August, the results of a study that was designed to get to the bottom of whether search marketers are actually "walking the talk", or whether integration is nothing more than sage advice. This session will cover the extent to which search efforts are integrated with a variety of offline marketing channels; the big disconnect between search marketer strategy and search user behavior, the specific search marketing and integration techniques in use today, and obstacles to the integration process.

• Moderator:
  Jon Myers, Head of Search, MediaVest
• Speaker:
  Erica Schmidt, Global Director of Search, Isobar
  Ross Barnes, Head of Digital Media, Response One
  Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy
  

Track 2
Search Resources: Building A Better Economic Model
The pay-per-click marketplace has at its base an almost perfect business model in its ecosystem. What makes this model successful is that the advertiser and agency win together. The economics of the model are clear.

Is a paid referral which converts worth more or less than an organic referral which also converts? Why are the economic models different?

In today's uncertain economic times, businesses need certainty around their marketing and sales initiatives. Measurable, quantifiable strategies which have a defined ROI will win, as managers will only invest in activities they can measure. Companies have to make difficult choices in investment strategies; advertisers deserve to only pay for customer acquisition strategies that deliver; and practitioners deserve to be paid for the full value they deliver. Existing business models need to adapt to the new environment.

This panel will discuss new economic models in online marketing, and propose ways which advertisers and agencies can win together in all areas of online marketing through the economic downturn.

• Moderator:
  Richard Zwicky, Founder & CEO, Enquisite
  
• Speakers:
  Richard Baxter, UK SEO Manager, Cheapflights.co.uk
  Bryan Eisenberg, Co-Founder, Future Now, Inc.
  John Marshall, CTO, Market Motive
  

Track 3
Online Video Update - The Next Wave
This session will provide tips on how to navigate the new wave of online video, as more people are watching, sharing, and finding videos online. It will cover the four contributing factors to the massive surge in popularity and predicted continued growth for online video, as well as the converging factors that have led to the next wave of online video search. The panelists will also discuss the issues with video search, and the industry's desire for standards on how to tag, organize, and find videos.

• Moderator:
  Michael Boland, Senior Analyst, The Kelsey Group
  
• Speakers:
  Shari Thurow, Founder and SEO Director, Omni Marketing Interactive
  Greg Jarboe, President & Co-Founder, SEO-PR
  Liana Evans, Director of Internet Marketing, KeyRelevance
  

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

Track 1
Why Does Search Get All the Credit?
My search campaign generated $400 million in sales. So did my organic campaign. But my analytics is telling me that my display campaign generated $400 million too. The problem is, I only made $200 million last year. Which statistic should I believe, or should I dismiss them all? This session will focus exclusively on gaining a better understanding of how, when, and where to attribute revenue gains.

• Speakers:
  Bill Hunt, CEO, Global Strategies Intl, Director, Global Search Strategy, Neo@Ogilvy
  Adam S. Goldberg, Chief Innovation Officer, Clearsaleing
  

Track 2
Analytics: Data Into Action
How can you translate analytics data into meaningful, actionable, recommendations for improvement of an SEO strategy? The focus is on ACTION. Simply getting a statistics report isn't enough to consistently manage an optimization or a keyword campaign. How do you do the deep dives into the data, and what should you be looking for? For some, they find gold, but it has to be communicated up the ladder. Finding, interpreting, and communicating the data are all very different things and all must be used to build a successful analytics program. Find the holes in your SEO strategy by evaluating different keyword and link based traffic, so that you can make a business case for change and increased investment.

• Introduction by:
  Stewart Quealy, VP, Content Development, Incisive Media
  
• Speaker:
  Matthew Bailey, President, SiteLogic
  

Track 3
Mobile Search Update - The Next Generation
The search wars have gone mobile. With mobile carriers working with advertisers, Web giants looking to extend their brands into mobile, and Yellow Pages or Directory Assistance players getting into mobile, the stage is set for a battle royal. This session will enable search industry professionals to understand opportunities in mobile search. The panel will present updates of industry data on mobile search categories and strategies employed by leading practitioners. The audience will come away with a solid understanding of the fundamental marketing issues at work, backed up by hard numbers.

• Moderator:
  David Radicke, Consultant, SEO, SEM, Web Analytics, Radicke eCommerce
  
• Speaker:
  Cindy Krum, Founder and CEO, Rank-Mobile
  Motoko Hunt, Founder, Japanese Search Marketing Strategist, AJPR LLC
  Michael Boland, Senior Analyst, The Kelsey Group