SES Accelerator 2012 Agenda

Thursday, February 9

7:30am-6:00pm Registration
8:00-9:00am Morning Coffee

Spotlight Session: Optimizing Humans! The Art Of Data-Driven Social Marketing
Wondering how to explode your social media strategy? This keynote presentation focuses on immediately actionable paid and organic social tactics marketers can use for enhanced demographic research and data-driven community outreach.

Attendees will:

  • Learn techniques for mapping search to social. Discover how to identify socially plugged-in authority users along classic lines of search conversion semantics history.
  • Explore organic and paid social mashup tactics to leverage the data.
  • Investigate data-driven friending tactics: Life & career altering perspective shifts regarding how community managers (and everyday people) can undertake programmatic outreach to connect with personal & business authority users and collect them as friends for fun and profit.
  • Probe killer social media paid tactics to target the "whole user" in social channels.
  • Consider new KPIs for measuring social media efforts, including "friend leads" and conversion.
  • Speaker:
    Marty Weintraub, Founder & Evangelist, aimClear

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

SEO Diagnostics For The Skilled Search Mechanic
Many times SEO's are tasked with finding the needle in the hay stack or trying to find key problems that can singularly improve a sites performance. The right diagnostics steps and tools in the hands of a skilled mechanic can make all the difference in a search program. Come see how a master search mechanic performs a diagnostic assessment of sites.

  • Speakers:
    Chris Boggs, Founder, Web Traffic Advisors
    Cindy Yerkie, SEO/SEM Manager,

The Convergence of Search, Social and 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.

  • Speakers:
    Arnie Kuenn, President, Vertical Measures
    Lee Odden, CEO, TopRank Online Marketing

Spy vs Spy: Competitive Analysis
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. This session will 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. Gain tips and secrets to monitoring your competitors and discover what keywords your competitors are targeting, how much your competitors are spending on ads, and identify key missed opportunities by your competitors.

  • Speaker:
    Matt Van Wagner, President, Find Me Faster

10:50-11:00am Interval

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

Advanced Keyword Modelling
Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.

  • Speaker:
    Bill Hunt, President, Back Azimuth Consulting

Local and Social: Trends and Tips for Growing your Business
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.

Scalable solutions for multi-location businesses in Local and Mobile web can be challenging, discover the traffic and conversion techniques used by big brands in Organic Search, IYP's and Local Maps.

  • Speakers:
    Paul Bruemmer, VP Partnership Development, Top Local Search Inc
    Chris Silver Smith, Search Marketing Strategist,

Paid Search Analytics And Multi Touch Attribution Analysis
Have you ever wondered how Paid search, SEO and other tactics interact with each other and how to allocate your precious resources in the most optimal way? This session will share a case study that provides a holistic understanding of customer behavior across all digital channels (Bought/Owned/Earned) in order to optimize future efforts.

  • Speaker:
    Crispin Sheridan, Vice President, Digital Scale & Operations, SAP Experience


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

Search Marketing Power Tools Set: SEO and PPC
Whether you're new or a long time search marketer, tools are critical for improving SEO and PPC efficiency, effectiveness and scale. The problem is, the web is flush with search marketing tools. Which are the best for you? This session will spotlight the most important tools to accomplish all aspects of your search marketing program from competitor and keyword research, on-page optimization, link building, landing page testing, web analytics, bid management and more.

  • Speakers:
    Lisa Raehsler, Founder, Big Click Co.
    Marc Peterson, Senior SEO Specialist, GearySEO

Developing a Video Optimization and Marketing Campaign
YouTube has become the second largest search engines yet many companies fail to adequately leverage this phenomenal medium to engage new and exiting customers as well as key marketing partners. This session will use real world examples to help you understand and master the entire video process from what to create, how to optimize, how to market it with search and social media and how to measure the real business impact.

  • Speakers:
    Leslie Drate, Manager of Social Media, Cisco
    Greg Jarboe, President & Co-founder, SEO-PR

Social Media Metrics: Measuring the Value to Your Business
Social media is tough to measure. Or is it? Companies like Coca-Cola say Facebook fans are 10 times more likely to purchase than non-fans and a study reported on by eMarketer explains that over 50% of Twitter followers were more likely to purchase from brands they follow. The impact of social media on your business can come in many forms from increased thought leadership and sales to reduced costs and efficiencies. Measuring social media effectiveness doesn't have to be tough if you know what to look for and have a clear understanding of the topics covered in this session.

  • Speaker:
    Siddharth Shah, Director of Business Analytics for Advertising Solutions, Adobe

12:45-1:45pm Networking Lunch

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

Links, Likes, Shares, Tweets, and Follows: The Social Web and SEO
"If the mention is relevant, ask them to link to you" will never be bad SEO advice. Ever since Google brought PageRank into the game, a large part of ranking well in search engines has been "off page factors"; that is, external (and ideally, non-spam) signals of your website's or content's authority, quality, and relevance. But the "link economy" (link buying, everyone knowing that links have economic value, etc.) has forced search engines to clamp down on "link schemes," "link farms," and "link buying." Going forward, the science of information retrieval will sift through a variety of data sources to aid in ranking: tweets, shares, and the authority structures within social networks; behavioral data (clickstreams) left by engaged users; and possibly, a variety of other hidden measures. Panelists examine whether traditional "link building" strategies need to be updated, or whether the claim that search engines "measure social signals" is overblown. Plus, they explain what it all means for businesses trying to prioritize their budgets for direct and indirect SEO activity.

  • Speaker:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.

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?

  • Speaker:
    Dax Hamman, Chief Strategy Officer & Founding Member, Chango

Advanced Data Analysis to Better Understand Search Performance
Have you ever been frustrated trying to manage huge data sets? Are your processes and tools limiting your ability to explore hypothesis and find relationships in the data? This session will provide a dramatic demonstration of "Search Intelligence", a pioneering new approach to Search Analytics. As Analytics technology has advanced, so has our ability to manipulate vast amounts of data and drive Search strategy. You will learn how Search Intelligence allows marketers to:

  • Segment data dynamically to understand performance
  • Understand attribution at a much deeper level
  • Do long tail keyword performance analysis across huge data sets very quickly
  • Analyze data with unparalleled speed and accuracy
  • Speaker:
    Ray "Catfish" Comstock, Director of SEO, BusinessOnLine


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

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 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.

  • Speakers:
    Paul Benson, Co-Founder, Synapse SEM
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media

How to Optimize Your Search Campaigns with Social Listening
Social Media conversation mining tools allow marketers to harvest the trifecta of semantic insight never before available directly from the "voice of the consumer" from sites like Twitter and Facebook. Mining these data streams offers search marketers the "community vocabulary" as well as "desired content" and "engaging messages" your target community finds interesting and most importantly, relevant to them. These three segments of data gives agile marketers the "what," "where" and "who" are discussing products in their category.

  • Speaker:
    Bill Hunt, President, Back Azimuth Consulting

Meaningful SEO Analytics
Everyone has their standard list of metrics and KPI's for their SEO programs. How can the time starved SEO under the gun for performance use SEO data to find nuggets of opportunity, prioritize actions, generate revenue and keep their job. This session will focus on what and how to measure your SEO data more effectively for fun and profit.

  • Speakers:
    Brent Chaters, Senior Manager Marketing Strategy & Analysis, SapientNitro
    Ryan Jones, SEO Manager, Sapient

3:30-3:40pm Interval

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

HTML5 for Search
Learn how HTML5 provides you an online advantage in search as we advance further into the Mobile Semantic Web 3.0.

These elements of HTML5 provides universal and semantically clear coding to render video and audio that the search engines can crawl and understand.

HTML5 also provides an app like experience across all mobile devices which is not constrained by particular mobile operating system app stores and can be used offline.

Although HTML5 won't be fully finalized until 2014, the basic framework already exists and is part of most desktop and mobile browsers that you can take advantage of today and be ahead of your competition in search.

Key Takeaways:

  • Knowledge of HTML5 coding elements that will be major factors of search rankings
  • Realizing HTML5 increases the performance of your site and decreases load time, which in itself is a search ranking factor
  • Understanding how HTML5 replaces app development and provides better discoverability via search
  • Speaker:
    Michael Martin, Senior SEO Strategist, Covario

Social Media Marketing: Killer Facebook Ads
For cutting-edge marketers, Facebook represents a fertile landscape for contextual advertising. 700+ plus million users self-disclose interests and many respond to tightly targeted and compellingly written ads. Get crash course in advanced Facebook ads marketing, from badass demographic research to intensive campaign management hacks.

Attendees will leave with actionable tips to:

  • Master the Facebook Ads web UI and Power Editor.
  • Target and segment "whole" Facebook users' "personas" with laser-sharp demographic precision.
  • Write great copy and design ads that pop for B2C and B2B campaigns.
  • Set the right KPIs, decipher the metrics, and check your success.
  • Use Facebook's Ad Manager to successfully deploy, optimize and report.
  • Understand feature sets and make decisions on which third party API tools to use for streamlining the process and scaling.
  • Speaker:
    Merry Morud, Social Advertising Director, aimClear®

Channel Surfing: Measuring Profit & 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.

  • Speaker:
    Morgan Vawter, Director of Analytics, MEA Digital

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Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.

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