SES Chicago 2012 - Day 3 Agenda

Thursday, November 15

8:00-1:30pm Registration
8:30-9:30am Morning Coffee

Morning Keynote Panel
Integrated Marketing: What Does That Really Mean?
As the debate on what to call SEO continues, and much is made of the terms "content marketing" and "inbound marketing," many in the industry cite integrated marketing as the answer. But what exactly does this mean? This leading panel of experts will discuss the meaning of the term and the merits of a fully fledged integrated marketing strategy. From case studies of high-profile brands, you'll learn how to plan, create, execute, and measure cross-channel tactics for advanced digital marketing initiatives.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Lee Odden, CEO, TopRank Online Marketing
    Giovanni Rodriguez, Co-Founder and CEO, SocialxDesign
    Todd Friesen, SEO Director, Salesforce
10:30-10:45am Session Interval

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

Track 1
Successful In-House SEO
This session will deliver practical case studies on topics such as how to grow and distribute an in-house team; how to best deploy that team within large, distributed organizations; the use of agencies/consultants alongside an in house team; and how the presenters' in-house successes (and failures) have influenced the role of the team and its importance within the organization. There will also be ample Q&A time for you to ask questions about your own in-house initiative. You will come away from the session with the following:

  • Execution ideas that can be tailored to your own in-house situation.
  • Team deployment strategies with examples of different team structures and their benefits/drawbacks.
  • Examples of how to grow the team.
  • Moderator:
    Jenny Halasz, President & Co-Founder, Archology Inc.
  • Speakers:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
    Dave Rohrer, Founder, NorthSide Metrics

Track 2
How to Win With Google and Bing
Google and Bing now power about 95% of all search engine traffic. To win big, successful paid search advertisers need to understand both Google AdWords and Bing Ads inside and out. This power-packed session will cover best practices for optimizing your campaigns, keywords, match types, ads, bids, targeting, landing pages, and quality scores for both networks, and highlight the most important differences (that many advertisers still do not know about) that can give you the edge in highly competitive markets!

  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    John Gagnon, Bing Evangelist, Microsoft
    Geoff Stirling, Manager, Business & Industrial Markets, Google

Track 3
Leveraging Twitter and Facebook Ads
Facebook and Twitter have become platforms many advertisers just can't ignore - understanding paid media can amplify your social strategy and build a strong, engaged community. This session will inspire attendees to develop or enhance existing campaign assets and provide proven strategies & tools to conquer Facebook and Twitter Ads. Attendees will learn:

  • Workflow & organization tactics
  • How to Map Search to Social inventory
  • Tools to Identify Social Synonyms & Other Segment Targeting Tools
  • What images work & how to develop excellent image assets
  • Winning FB ad strategies that WORK for B2B & B2C brands
  • How to track FB Ad success with Google Analytics
  • A case study on the B2B FB ad win over Search & LinkedIn ads
  • A case study example on how Twitter can be used for creating brand awareness and generate new customers
  • A deep dive to understand the advertising, analytics and targeting options on Twitter's advertising platform.
  • Moderator:
    Miranda Miller, SEW Columnist,
  • Speakers:
    Justin Freid, Director of Search Engine Marketing, CMI Media
    Merry Morud, Social Advertising Director, aimClear®

Track 4
The Convergence of Search, Social, and Content Marketing
At any given time, there are 50 to 200 versions of Google's core search algorithm handling over 12 billion queries per month. At the same time, Google has made substantial quality improvement efforts through Panda and Penguin updates that require website owners to focus on quality content, optimization, and social engagement to stay above the fold. Siloed SEO is no longer a competitive advantage, and webmasters must master the converging worlds of search, social media, and content. This session will help you:

  • Identify key benefits and processes for integrating optimized content and social media marketing.
  • Understand how to develop an optimized and socialized content marketing plan.
  • Learn best practices optimization for social networks including Google+, Facebook, Twitter, Pinterest, and YouTube.
  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Arnie Kuenn, President, Vertical Measures
    Lisa Williams, Director, Content Marketing, Search Discovery

Track 5
Deliver, Engage, Transact: 11 Absolutes for Email Engagement
How do you ensure delivery, drive double-digit conversion, and engage your consumer across multiple channels. With email, a very personal channel, you can do so by leveraging the power of mobile, mobility, and social media. This session will present case studies of B2Bs and B2Cs that have driven over 70% engagement, and 11 proven tips to enhance consumer engagement, build up preferences, and create brand ambassadors.

  • Speaker:
    Sundeep Kapur, Author, Email Yogi
11:45-12:15pm Refreshment Break

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

Track 1
SEO & Website Migrations: How to Have a Smooth Transition
What are the most common mistakes made during website redesigns/migrations, and how can you avoid them? In this session, you will learn how to merge domains, change URLs and CMS requirements, and review requirements documentation and wireframes. We will walk you through sample SEO requirements and tell you how to properly communicate them. We will also show you how to develop code checklists and QA testing test scripts.

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Josh McCoy, Lead Strategist, Vizion Interactive
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Track 2
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. In this session you will hear:

  • An Introduction to DSPs and ad exchanges.
  • An overview of the new display optimization technologies.
  • Sage advice for experienced search advertisers who want to make a first foray into exchange-traded display.
  • Moderator:
    Noran El-Shinnawy, Director of Marketing, Onestop
  • Speaker:
    Chad Porter, Director of Advertiser Operations, myThings
    Dana Todd, CMO, Aftermath

Track 3
Personalization: Delivering Custom Content to People and Bots
As the online marketing industry strives to understand personalization, it is essential to understand the how to provide customized content for end users and bots without cloaking. This session will explore 3 specific types of personalization: sitewide, recommendation, and evaluation personalization. Before leaving questions like these will be answered:

  • How do personalization and SEO complement each other?
  • How do I make personalization scalable?
  • Can UGC be part of my personalization plan?
  • What is different about personalization in Europe?
  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Michael DeHaven, Sr Product Manager, SEO, Bazaarvoice
    Greg Ott, CMO, Demandbase

Track 4
Web Analytics Deep Dive
Go beyond page views and other basic metrics. This session will show you how to determine more common-sense information from the visitor data that you have collected. When done right, web analytics information can help you to meet business objectives and to determine future strategy decisions. In the end, your skills will improve your organization's bottom line and prove your worth to the executives and management teams.

This session will cover:

  • Ideas for how to segment your visitors into meaningful groupings.
  • How to use the groupings to tell a story from the visitor data.
  • How to interpret results in terms of your organization's needs and objectives.
  • Speaker:
    Thom Craver, Director of Analytics, Acronym

Track 5
The New Inbox: The Intersection of Email, Mobile, and Social Marketing
Ready or not, social media and mobile are prompting email marketers to re-examine the effectiveness of their current programs. With new social networks, mobile devices, and mobile apps constantly entering the digital arena, it's easy to feel confused or overwhelmed. This session will provide an opportunity to pause, think, and take action on the intersection of email, social, and mobile. It will:

  • Explore how and why the mobile age is transforming the "inbox."
  • Explain why your email marketing is a strong foundation for social and mobile marketing success.
  • Equip you with ways to immediately optimize for and navigate the social and mobile currents.
  • Moderator:
    Sundeep Kapur, Author, Email Yogi
  • Speaker:
    James Paden, VP of Product, Compendium
1:15-1:30pm Session Interval

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

Track 1
SEO Diagnostics for the Skilled Search Mechanic
Many times SEOs are tasked with finding the needle in the haystack or the answers to key problems that will singularly improve a site's performance. In the hands of a skilled mechanic, the right diagnostic steps and tools can make all the difference in a search program. Come see how a master search mechanic performs a diagnostic assessment of sites.

  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Chris Boggs, Founder, Web Traffic Advisors
    Grant Simmons, VP of Search Marketing,

Track 2
Sell Without Selling: The Real Secret to Content Marketing Success
A truly effective content marketing strategy centers around creating compelling content that gives people a reason to return to your site or engage with you in some way. The secret is to stop focusing on the 'sale'. Selling online means taking every opportunity to bring potential customers closer to your brand in an engaged way. Great content can do this better than any banner ad or pushy sales collateral ever will. Changing the way you not only view content, but also how you create it, will help you increase conversions. Learn how to use great content to create multiple opportunities to potentially sell to your audience.

  • Moderator:
    Lee Odden, CEO, TopRank Online Marketing
  • Speakers:
    Adam Proehl, Owner/Principal, Web Strategy Consultant, NordicClick Interactive
    Chris Winfield, CMO, BlueGlass

Track 3
Duplicate Content and Multiple Site Issues
More and more site owners are concerned that they might be penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? 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 will take a look at all the various options available to address duplicate content including:

  • 301 redirect
  • 302 redirect
  • Canonical tag
  • Author markup (
  • Rel next and rel prev tags
  • Deletion of duplicate content
  • Moderator:
    Bob Tripathi, Founder, Instant E-Training
  • Speakers:
    Eric Enge, CEO, Stone Temple Consulting
    Jenny Halasz, President & Co-Founder, Archology Inc.

Track 4
Getting to Grips with HTML5
Tablets and smartphones are becoming the most popular web browsing devices, and it's never been more important to build websites for multi-platform compatibility. HTML5 promises to allow you to do just that. It's no longer a term for the tech crowd; it's an essential component of your brand's online presence. This session will examine why brands must embrace HTML5 now and how marketers can use their creativity to overcome HTML5's current challenges. Key takeaways will include:

  • Independent research and internally developed stats that both beginners and advanced users must know.
  • The importance of making brands and content accessible to today's generation.
  • How to optimize for your audience's varying points of access, objectives, and convenience, and how to know differences.
  • Contextualized and entertaining HTML5 stories from around the web that will deliver insight into what is working and what may work in the future.
  • Speaker:
    Eric Mason, Director of Communications & Tech Evangelism, Wix

Track 5
Get Inside Your Customer's Head: Research. Insight. Discovery.
From intuition to market research to big data, the goal has always been to understand customers better—so you can sell them more stuff. In a world of big data, the data and the tools to manipulate it are becoming more commoditized. Where's the beef? Talent. Raw, analytical talent.

So how do you really dive into the data? This session is not about the numbers, the statistics, the formulae, the technologies, or the hype. It's about critical thinking, insight discovery, and becoming more valuable to your company and your clients by using the left side of your brain to understand customers more effectively. You will learn how to:

  • Derive insight from a lot less data than you think.
  • Make use of the easiest methods first.
  • Get creative with data for best insights.
  • Visualize—the eyes have it.
  • Deliver your discoveries.
  • Moderator:
    Dana Todd, CMO, Aftermath
  • Speakers:
    Bill Hunt, President, Back Azimuth Consulting
    Bryson Meunier, SEO Director, Vivid Seats
‹ Day 2

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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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Sponsorship Opportunities:
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Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to