Bringing Together Paid, Owned and Earned Media
SES Chicago 2013 was a great success! We hope you enjoyed the conference, made new connections, and walked away with innovative ideas and strategies for your future online marketing campaigns. Check back soon for details on our 2014 event. We hope to see you again next year.
At SES you’ll learn actionable marketing strategies that drive results across all media. The educational program is designed to help marketing professionals, brand advertisers, agencies, and business leaders meet their needs regardless of their experience level.
SES has been a great show for Symantec (Former VeriSign). With a great team to support us and great sponsorship opportunities, SES hosts a show that allows us to meet exceptional people. We look forward to future SES events and hope to see all of you there!
—Kristin Crist, Events Marketing Manager, SymantecSES Chicago was a blue-chip experience. Being my first ‘search’ conference, I was blown away at having personal access to the world’s top search talent. At the end of day 1, I had decided to attend the next SES event, wherever it might be. I left Chicago SES with a valuable list of contacts, a new insight and approach toward SEO, and a notebook full of tricks that have shown immediate returns for our law firm..
—Allen Walker, Web Marketing Consultant, Keller & Keller
SES Chicago 2013 – Conference Agenda Overview
NOTE: This is the 2013 conference agenda. The links on this page will take you to the archived site.
Training Workshops – Monday, November 4
8:00a-8:30a | Continental Breakfast | |
8:30a-12:30p | How to Collect, Interpret and Use Your Web Analytics Data | How to Develop and Set a Social / Local / Mobile (SoLoMo) Plan into Action |
12:30p-1:30p | Lunch Break | |
1:30p-5:30p | Integrating Search, Social and Content Marketing | Deliver, Engage, Transact: 11 Absolutes for Email Engagement |
5:30p-6:00p | SES Newcomers Meetup | |
6:00p-8:00p | SES Meet & Greet |
Day 1 Conference Agenda – Tuesday, November 5
7:00a-6:30p | Registration | ||||
7:30a-9:00a | Morning Coffee | ||||
9:00a-10:00a | Conference Welcome & Opening KeynoteMarketing and The Age of ParticipationDaina Middleton, Global Chief Executive Officer, Performics | ||||
10:00a-6:30p | Expo Hall (Grand Opening 10:00am) | ||||
Track | Paid | Owned | Earned | Integrated | Business Intelligence |
10:30a-11:30a | Next Generation Paid Search: Reaching the Consumer in an Omni-Channel World | Mining Your Search Keywords and Social Data for New Revenue Opportunities | How to Craft Killer Content Strategy to Earn Links and Visibility | Synergy, Not Siloes: Effectively Converging Paid, Owned, and Earned Media | I Spy: How to Outwit Your Competitors – SEM Analysis |
11:30a-11:45a | Session Interval | ||||
11:45a-12:45p | Follow, Reach, Convert: Innovative Retargeting / Remarketing | Website Architecture: Best Practices for Maximizing Usability and Findability | World Class Local: Optimizing Listings, Place Pages, and Beyond | The New Consumer Journey in a Mobile First World | SEO in the Boardroom: Leveraging Relevant Metrics |
12:45p-2:00p | Networking Lunch | ||||
2:00p-3:00p | Social Advertising to Increase Lead Gen, Engagement, and ROI | Schema and Search: Best Practices to Make the Most of Your Markups | Leveraging Mobile to Build Brand Utility | Conversion Optimization Tricks That’ll Leave You Singing, “Danke Schoen!” | Tracking the Untrackable with Google Analytics |
3:00p-3:30p | Afternoon Break in the Expo Hall | ||||
3:30p-4:30p | How to Design, Segment, and Optimize an AdWords Enhanced Campaign | Unlocking the Secrets of Mobile Video: Youtube, Instagram, and Vine | Driving Business Value with a Social and Content Master Plan | Search Marketing Power Tools Set: SEO and PPC | Growth Hacking and Data Collection: Growing Your Customer Base Online |
4:30p-5:30p | Meet the Experts: Roundtable Forum | ||||
5:30p-6:30p | Networking Cocktail Reception in the Expo Hall | ||||
6:30p-8:30p | SES Casino Night |
Day 2 Conference Agenda – Wednesday, November 6
8:00a-5:30p | Registration | ||||
8:15a-9:15a | Morning Coffee | ||||
9:15a-10:15a | Morning KeynoteCreating Campaigns That Count: The Impact of Converged Media | ||||
10:00a-3:00p | Expo Hall (Networking Break 10:15a-10:45a) | ||||
Track | Paid | Owned | Earned | Integrated | Business Intelligence |
10:45a-11:45a | Driving Paid Search Ecommerce Success Using Product Feeds and PLA’s | Badass Blogging: Best Practices to Enhance Your Customer Reach | SEMPO / ClickZ Salary Survey – Implications of Key Results | Portrait of a Modern Marketer: Hipster in Touch with Inner Geek | Big Data Uncovered: How to Gather, Analyze, and React to New Customer Behavior |
11:45a-12:45p | Meet the Experts: Roundtable Forum | ||||
12:45p-2:00p | Networking Lunch in the Expo Hall | ||||
2:00p-3:00p | Making it Easier for Merchants: Introducing Google Shopping Campaigns | Effective Landing Experiences: From Strategy to Big Wins | How to Turn B2B Social into a Lead Gen Machine | Game, Set, ROI: Developing a Successful Digital Strategy in a Search and Social World | Beyond the Last Click: Smart Multi-Touch Attribution Modeling |
3:00p-3:15p | Networking Break | ||||
3:15p-4:15p | The RTB and Programmatic Trading Opportunity: What’s Missing From Your Performance Strategy | SEO and Website Migrations: Ensuring a Smooth Transition | Getting the Link Love: Link Building That Drives Relevant Traffic to Your Site | Cracking the Inbound Marketing Code: A Proven Process for Killer Lead Gen and Sales Results | Social Media and the C-Suite: Building a Compelling Business Case |
4:15p-4:30p | Session Interval | ||||
4:30p-5:30p | Your PPC Master Plan: Pulling it All Together | SEO + Segmentation = Rocket Fuel for the Customer Journey | How to Create Content People Will “Like” and Search Engines Will Love | Reaching a Global Audience: International and Multilingual SEM | Reaching More Customers, Higher in the Search Funnel |
5:30p-6:30p | SEMPO MeetUp |
Day 3 Conference Agenda – Thursday, November 7
8:30a-3:00p | Registration | ||||
8:30a-9:15a | Morning Coffee | ||||
9:15a-10:15a | Morning Keynote PanelJoining the Dots: Maximizing Marketing Returns in a Socially Connected WorldNick Burcher, Head of Social Media, EMEA, MediaCom | ||||
10:15a-10:45a | Session Interval | ||||
Track | Paid | Owned | Earned | Integrated | |
10:45a-11:45a | Paid Search Analytics and Multi-Touch Attribution Analysis | Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic | Author Rank: Getting the Credit You Deserve | B2B is Different – Brand Marketers Share Data-Driven Strategies That Get Results | Breathing New Life into Your Email Campaigns |
11:45a-12:00p | Session Interval | ||||
12:00p-1:00p | The Impact of Enhanced Campaigns on Holiday 2013 and Beyond | Mobile Targeting: Using the Right Aggregate Data to Reach Your Target Audience | A Picture Is Worth 1,000 Words: Using Visuals to Generate Breakthrough Results from Social Media Marketing | SEO Isn’t Dead, It’s Been Reincarnated | Solving the Deliverability Conundrum |
1:00p-2:00p | Networking Lunch | ||||
2:00p-3:00p | PPC Campaign Management: Creating and Sustaining an Auditing Framework | Responsive, Dynamic, Serving Mobile – Which Path is Right for Me? | Using Social PPC Content Distribution To Dominate | The Convergence of Email, Mobile, and Social Marketing | |
3:00p | Conference Wrap-Up & Wine Down |
SES Chicago 2013 – Day 1 Conference Agenda
Tuesday, November 5
7:00a-6:30p | Registration |
7:30a-9:00a | Morning Coffee |
9:00a-10:00a | Conference Welcome & Opening Keynote |
10:00a-6:30p | Expo Hall (Grand Opening 10:00am) |
10:30a-11:30a | Attendees may choose to attend one of five sessions offered during this time slot. Paid Next Generation Paid Search: Reaching the Consumer in an Omni-Channel World Search advertising has been innovating at its fastest pace in years. But as consumers’ habits change across devices, how can marketers be sure they’re reaching their target audience on the right device at the right time and with the right ad? As marketers rationalize social advertising as part of their overall paid media mix, new opportunities emerge to reach customers, create engagement, broaden brand awareness, encourage direct response, and ultimately generate revenue. Attendees of this session will not only learn how marketers can leverage new capabilities, such as search retargeting, mobile and tablet ads, and native ads to develop integrated campaigns, but also key themes, trends, and content strategies for paid advertising on Facebook, LinkedIn, and Twitter.Takeaways from this session include answers to the following: What are consumers’ habits and expectations for search advertising? How can marketers reach the connected consumer in the most relevant way across devices? How are search engines and advertisers likely to adapt to the evolving landscape? Speakers: Marc Canabou, Vice President, Global Search Business, Yahoo! Bill Mungovan, Director of Product Strategy, Advertising Solutions, Adobe OwnedMining Your Search Keywords and Social Data for New Revenue Opportunities Social signals are an influential ranking factor to your site. Social media can help content get indexed faster, increase ranking for keywords, and boost your domain’s ability to rank in the SERP. How do choose the platforms that are right for your brand? And how do you optimize the content to produce results? Attend this session to hear best practices for Social SEO including the following key takeaways:In-depth platform analysis and optimization for the SERP.How to leverage social sites to increase keyword ranking. How to encouraging customer participation (and performance) with your brand. Speaker: Jennifer Hyla, Director, SEO, Performics EarnedHow to Craft a Killer Content Strategy to Earn Links and Visibility Stop link building and start curating rad content that is worthy of being shared. A successful content strategy is the fulcrum of your business. Strategies for SEO, social media and inbound marketing are the leverage to your company’s success. Your content plan must be diverse, creative, and fresh, providing solutions and including hot topics the online universe is talking about – from celebrity news to politics, to technology and beyond. But how do you start curating the type of content readers and publishers can’t stay away from?Audiences will learn:How to craft a content strategy that completely supports SEO, PR, Social, and partnering strategies.How to influence audience engagement and how to identify influencers that will support your content distribution strategies.Tools and strategies to identify, manage and amplify the reach (and of course, “count backlinks”) Speakers: Alok Jain, SEO Senior Manager, Walmart Brian Larson, Account Manager, TopRank Online Marketing Integrated Synergy, Not Siloes: Effectively Converging Paid, Owned, and Earned Media While many of the strategies among paid, owned, and earned media differ, they should all be supported by keywords, can be improved through social conversation insights, and ultimately will benefit from an integrated effort. In this session, you will learn how to intertwine paid, owned, and earned media strategies to create an integrated digital marketing approach. Using the knowledge gained in this session, you will be able to develop a comprehensive digital marketing strategy on all fronts. You will:Learn how to analyze PPC keywords and adjust for SEO linking.Discover how to increase organic keyword saturation using PPC data.Find out how to maintain lasting SEO ranking and increase PPC effectiveness. Understand how content and social media drive SEO rank. Speaker: Lisa Williams, Director of Search and Media, Rosetta Business IntelligenceI, Spy: How to Outwit Your Competitors—SEM Analysis An essential component of any search marketing plan is being able to understand 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 the search engine tricks you can use to analyze your competitors’ game, and the free and premium tools that are available to dive into their strategies. Gain tips and secrets to monitoring your competitors; discover the keywords they are targeting, the amounts they are spending on ads, and the opportunities they are missing. This session will focus on both paid search and SEO competitive analysis. Speaker: Jamie Smith, Founder, Engine Ready |
11:30a-11:45a | Session Interval |
11:45a-12:45p | Attendees may choose to attend one of five sessions offered during this time slot. Paid Follow, Reach, Convert: Innovative Retargeting / Remarketing Done correctly, retargeting is one of the most powerful tools we have. However, it’s also one of the most misunderstood. If you’re cookie-ing all site visitors and showing your entire retargeting audience the same ad, all day every day, all you’re really doing is annoying your audience. You have a chance to get back in front of someone who left your site for some reason – why waste it? In this session, you’ll learn:How to take full advantage of tools-whether you have a large budget or need to be scrappyHow to incorporate your audience’s buying cycle into your retargeting strategyHow to properly segment your audience so you can provide the right content at the right time Why it makes sense to target visitors who did convert and what messaging to useHow to effectively test, measure & improve campaign performance by taking multi-channel metrics into Speakers: Kimm Lincoln, Senior Director, Digital Marketing, Nebo Agency Lauren Vaccarello, VP Marketing, AdRoll OwnedWebsite Architecture: Best Practices for Maximizing Usability and FindabilityWe all know how to develop sites to be search-engine friendly, but how do we architect sites for the rapidly evolving cross-media challenges of social media, real-time, and user-generated content? How do we successfully combine information architecture and a corresponding technical architecture to accommodate current and future cross-media challenges? In this session, you will learn how to design and deploy a next-generation site architecture that maximizes your chances of findability no matter where and how searchers look for you. Speakers: Bryson Meunier, Director, Content Solutions, Resolution Media Shari Thurow, Founder & SEO Director, Omni Marketing Interactive EarnedMobile Content Marketing: Making the Most of Small-Screen Engagement Responsive design? Check. Email marketing that works on mobile? Check. SEO-optimized site? Check. These are just the table stakes.How do you use mobile to reach and engage prospects and drive leads, in a way that makes sense? This session will address:How to balance earned and paid media.How to measure what works in mobile and across channels (desktop, tablet, and mobile). How to adapt your content to the needs and requirements of different screens. Tips and tricks. PPC does not seem to work—why? The importance of visual content for mobile.Caveats and use modalities. Mobile is (still) surprisingly local. Your content marketing needs to reflect the different usage modalities in different locations and demographics. |
Sponsored Session (sponsored and presented by Bing) Details to follow. Business IntelligenceSEO in the Boardroom: Leveraging Relevant Metrics Boardroom SEO is both an art and a science. If you’re a stereotypical SEO, you’re far down in the details, and your executives are confused. As the world of search evolves and the SEO industry matures, marketers face both a ranking challenge and a revenue opportunity. Not only have the search engine algorithms changed, but the consumer, and the digital and marketing mindset, have changed also. Holistic marketing and revenue measurement are more important than ever. While search rankings still matter in relation to driving traffic to your website, it is essential to shift focus from rank to revenue in order to adapt to changing dynamics. This session will discuss: The growth of earned media and the SEO’s central role. Why search is now part of the CMO’s (and CEO’s) agenda. The shift of attention in the boardroom from rank to revenue.How to forecast revenue and convince on resources, budget, and overall ROI.Reporting metrics that matter at the C-level, including the role of earned media and integrated/holistic marketing strategies that are search and content centric. Moderator: Chris Boggs, SES Advisory Board; COO/CMO, Internet Marketing NinjasSpeakers: Ryan Jones, SEO Manager, Sapient Alan K’necht, Partner, Digital Always Media, Inc. | |
12:45p-2:00p | Networking lunch |
2:00p-3:00p | Attendees may choose to attend one of five sessions offered during this time slot. Paid Social Advertising to Increase Lead Gen, Engagement, and ROI A year ago, ‘social advertising’ consisted mostly of right-side ads on Facebook aimed at driving brand awareness. Now, Facebook is courting ROI-driven marketers with a new suite of performance ad options. Find out how to leverage new social ad formats that deliver high ROI and conversion among target segments. This presentation will walk attendees through practical tactics to leverage not only Facebook Ads, but also LinkedIn Ads, Twitter Ads and YouTube video campaigns to generate targeted, quality leads.Takeaways will include:High level recap of each channel’s targeting capabilities; strengths and weaknesses. Tools for success: conversion tracking/Analytics, syncing with CRM, access to creative development (video, images, landing pages). Deploy Unpublished Page Posts to get ads placed within the newsfeeds of highly targeted segments – and attain clickthrough rates 20-40 times higher than Facebook’s ‘right side’ adsTap into Facebook’s new analytics offerings to accurately measure conversion, ROI, and customer acquisition from paid social adsTop 5 B2B Tips for LinkedIn AdsTop 5 B2B Tips for Twitter AdsTop 5 B2B Tips for YouTube Speakers: John Lee, Managing Partner, Clix Marketing Dan Morris, Senior Product Marketing Manager, Marin Software Sponsored Session Details to follow. EarnedWorld Class Local: Optimizing Listings, Place Pages, and Beyond This session will offer SES attendees a view into the local findability challenges for national brands and corporations targeting locally. For franchisors and national corporations, local SEO not only helps protect the national brand, it is effective at driving awareness and engagement at the local level. You will learn the latest strategies, tools and tactics that national brands are using to optimize their local presence. Top takeaways will cover:Consistent and enhanced business listing data syndicated to the top directories, search engines, Internet and mobile portalsOptimizing your local profiles on Google and BingRelevant Hyperlocal channelsTrue Local SEO KPI Speakers: Benu Aggarwal, Founder & President, Milestone Internet Marketing Gideon Rubin, CMO, Local Market Launch Integrated From Strategy to Execution: Optimizing Your Conversion Rate Get what you need to implement, scale, and execute a successful conversion optimization program in your company. Packed with best practices, this session will cover three main areas: Alignment & Strategy: How to link your conversion optimization to your company’s overall business strategy and be seen as the true drivers of accelerating growth and profit within marketing. Process & Organization: Where the conversion optimization team should live within your company and who should be driving versus participating, and how to set up website publishing (IT versus marketing) for optimal success. In larger companies, understand who should be doing what across analytics, web optimization, IT, marketing ops, etc. Tactical Execution: Best practices and tips full of conversion ideas (A/B and multivariate)—the top five site areas to change to drive the biggest impact. You will learn practical advice on what to test, where to test, and the results in both B2B lead gen and B2C e-commerce scenarios. Speaker: Angie Schottmuller, Director of Interactive Strategic Planning & Optimization, Three Deep Marketing Business IntelligenceTracking the Untrackable with Google Analytics Google Analytics is only as great as the information you get out of it. If the actions you want people to take are not trackable or occur offline, how do you connect the two? This presentation will address this issue and discuss the amazing things that can be done in Universal Analytics, the new free version of Google Analytics. You will learn:Ways to add form tracking for free and learn if your boxes are in the right order.What custom variables are and how they are used.Ways to connect Google Analytics to your other CRM software such as Salesforce, so you can see lead close rate in Google Analytics. Ways to connect Google Analytics to your offline marketing-for example in-store foot traffic versus online. Speaker: Nico Miceli, SEO & Analytics Account Manager, SEER Interactive |
3:30p-4:30p | Attendees may choose to attend one of five sessions offered during this time slot. Paid How to Design, Segment and Optimize an AdWords Enhanced Campaign Google’s Enhanced Campaigns are a paradigm shift in paid search; one that marketers are still trying to fully understand. One of the biggest opportunities – and challenges – is that Enhanced Campaigns have given search marketers tremendous knowledge about the context behind searches, resulting in an explosion of possible ways to value any given query. A notable change with Enhanced Campaigns is the required jump to mobile devices. Have you fully leveraged the opportunity to maximize mobile? In this session, marketers will learn best-practices from large advertisers about how to create, optimize, and measure high-performance Enhanced Campaigns. Come learn:How to accurately value clicks in Enhanced CampaignsHow to use bid-modifier options beyond location, device, time of day, day of week, and audiencesHow to manage Product Listing Ads within Enhanced Campaigns to reach consumers online and on mobileMobile and tablet in the conversion pathsExplore rising CPCs with mobileSecret weapon: ad extensions Speakers: Michael Griffin, CEO, Adlucent Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co. OwnedUnlocking the Secrets of Mobile Video: Youtube, Instagram, and Vine With one billion views a day, YouTube Mobile is the number-two video-viewing website in the world, coming right after the YouTube desktop site. Twitter offers a mobile service, Vine, which creates six-second looping videos. And Facebook has introduced a new way to share 15-second videos on Instagram. In order to build a strong mobile video presence, you need to know how to create video for these apps. Attend this session to get the answers to these and other questions:Who are the people most likely to discover, watch, and share your mobile videos?What steps should you take to create a mobile video for YouTube, Twitter, and Facebook? When should you start building a cohesive mobile video strategy and viewing experience? Where should you optimize your mobile videos to reach the widest possible audience?Why is it important to reach consumers when they’re on foot, on the road, or in the store? Speakers: Grant Crowell, YouTube Custodian & Videologist, GrantCrowell.com Greg Jarboe, President & Co-founder, SEO-PR EarnedDriving Business Value with a Social & Content Master Plan Large brands now have an average of 99 different social accounts, and some manage far more. How can marketers create a comprehensive social content master plan to stay on top of the constant demands to create posts, articles, videos and photos? How can they create content with a consistent tone, voice, and brand image across thousands, if not millions, of posts? Learn best practices for content creation, management and measurement, and hear:What guidelines should marketers include in your social & content master plan?How to track the thousands of social conversations sparked by your content.How to measure the bottom-line business value of social content. How Whole Foods uses a social content master plan to manage over 600 branded social media accounts (Facebook, Twitter, Pinterest, Instagram and beyond) to which over 2,000 employees in 350 stores regularly contribute. Speakers: Chris Boggs, SES Advisory Board; COO/CMO, Internet Marketing Ninjas Jordan Viator Slabaugh, Director of Social Media, Spredfast Integrated 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 that the web is flush with search marketing tools. Which ones are the best for you? This session will spotlight the tools you need to accomplish all aspects of your search marketing program, including competitor and keyword research, on-page optimization, link building, landing page testing, web analytics, and bid management. Moderator: Simon Heseltine, Director of Audience Development, AOL Inc. Speakers: Bob Tripathi, Founder, Instant E-Training Business IntelligenceGrowth Hacking and Data Collection: Growing Your Customer Base Online Growth hacking is all the rage for start-ups. But established businesses can use the same lean marketing ideas to grow their customer base online. Some previously non-traditional methods of online marketing are becoming more and more common. When used correctly, these methods provide insight to visitor behavior to raise your conversions. Through examples and case study, you’ll learn:What can the right site architecture tell you about visitor behaviorHow social media can be leveraged to augment visitor engagementHow changing the norm can lead to more conversions Speaker: Thom Craver, Technical SEO and Analytics Consultant, |
3:00-3:30p | Afternoon Break in the Expo Hall |
4:30p-5:30p | Roundtable ForumMeet the Experts Join us at our “Meet the Experts Roundtable Forum,” where you’ll have the opportunity to learn, network, and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on a different key topic and featuring two experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely among roundtables to make sure you get the most out of this session. Afterward, take your conversation and new contacts to our networking cocktail reception, where you can continue the discussion over a few drinks. |
5:30-6:30p | Networking Cocktail Reception in the Expo Hall |
SES Chicago 2013 – Day 2 Conference Agenda
Wednesday, November 6
8:00a-5:30p | Registration |
8:15a-9:15a | Morning Coffee |
9:15-10:15a | Morning KeynoteCreating Campaigns That Count: The Impact of Converged Media Technology and social media platforms continue to evolve. To keep up, brands must combine paid, owned, and earned media into a cohesive marketing campaign. But with so many tools, channels, and devices to work with, how do marketers invest their resources and budgets effectively? How do businesses work with these different forms of media across various channels to get the best ROI?Join this lively debate with some of the industry’s leading thinkers, who will share their thoughts on how to be a winner in this constantly changing landscape. Moderator: Mike Grehan, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo Speakers: Daina Middleton, Global Chief Executive Officer, Performics Adam Singer, Analytics Advocate, Google Kevin Lee, CEO, Didit |
10:00a-3:00p | Expo Hall (Networking Break 10:15a-10:45a) |
10:45a-11:45a | Attendees may choose to attend one of five sessions offered during this time slot. PaidDriving Paid Search Ecommerce Success Using Product Feeds and PLA’s This session will examine where marketers should focus their PLA efforts and provide tips to help implement and monitor robust PLA programs. In PLAs, the price/volume curve is based on thresholds. You are either in the block or not, and increasing your bid doesn’t necessarily improve volume.This session will examine how to:Enrich a feed: Covert non-standard intent & terms into query; optimizing for how the user searches, not how your products gain uniqueness.Optimize for display on a SRP with limited characters – Using an SEO-optimized title from your product page won’t cut it. Avoid non-converting products through exact match negatives.Funnel traffic to more suitable/high converting products, ensuring the right products show up for the right queries. Moderator: Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co. Speakers: Scott Fish, Director of Product Management, Adchemy Jon Venverloh, Global Head of Sales & BD, Channel Intelligence, Google OwnedBadass Blogging: Best Practices to Enhance Your Customer Reach Learn the secrets of the blogging pros. Get a behind-the-scenes look at some top blogs and learn how to transform your stale corporate blog into a content powerhouse. This session will examine:Best practices – including excerpts from exclusive interviews with bloggers such as Business 2 Community, Mark Schaefer, and Chris Voss. Proprietary research – analysis of tens of thousands of blogs that reveals why some perform better than others.Tools – the platforms and plugins.Targeting—how to research keywords for the right new customers. Curation – how to supercharge your productivity by generating fresh, relevant content. Moderator: Anna Lee, Conference Producer, SES Conference & ExpoSpeakers: Dan Cristo, Director of SEO Innovation, Catalyst Online Virginia Nussey, Content and Media Manager, Bruce Clay, Inc. EarnedSEMPO / ClickZ Salary Survey – Implications of Key Results This will be a discussion session – no powerpoint presentations. This panel will discuss the recent release of the SEMPO/ClickZ Salary Survey results (release expected week of October 28). The 4th annual Salary Survey was open to all search and digital marketing professionals working in an agency or in-house in order to provide a comprehensive breakdown of salaries and benefits by discipline, job function, experience level and location. The panel will discuss the implications of key results and changes from the last survey results in 2011. Moderator: Melanie White, Special Projects Editor, ClickZ Speakers: Chris Boggs, SES Advisory Board; COO/CMO, Internet Marketing Ninjas Nathan Safran, Director of Research, Conductor, Inc. Marc Engelsman, VP, Client Programs and Services, Digital Brand Expressions IntegratedPortrait of a Modern Marketer: Hipster in Touch with Inner Geek Via four tips for optimized cross-channel marketing, this session will explore the art and science of modern marketing. You no longer have the choice to be channel-driven or product-centric. You must embrace both your (and your team’s) creative and analytics sides. Is your master data management strategy aligned with your content curation methodology? Have you let marketing processes trump subscriber needs? Is your database empowering you to create amazingly engaging experiences? In this session, identify the “tipping point” of your own creative and technology operation, don both your white coat and funky socks, and become an artist-scientist marketer. Speaker: Stephanie Miller, VP, DMA Business IntelligenceBig Data Uncovered: How to Gather, Analyze, and React to New Customer Behavior You may not know it yet, but your greatest asset is not your product; it’s your customer relationships. Your data is what offers insight in the minds of your customers. As a marketer, you need to foster lasting connections with consumers and truly quantify the ROI of your initiatives. To use big data effectively, you must combine the science of data analysis with the art of relationships. This session will help you get started and show you which approach is right for your company. It will examine:The scienceHow to use big data to close the loop and track awareness, engagement, and conversion all the way through to sale. The top three marketing attribution models and how to identify the best one for you.How to unite many interactions and data systems to uncover real value.The artDeep-channel optimization.Getting to company-level attribution by identifying unknown visitors and creating opportunities and success metrics based on companies, not individuals. The dataWhen to use your own data versus when to use third-party data for customer segmentation, personalized messaging, and media targeting. Moderator: Jamie Smith, Founder, Engine Ready Speakers: Thad Kahlow, CEO, BusinessOnline Kevin Lee, CEO, Didit |
11:45a-12:45p | Roundtable ForumMeet the Experts Join us at our “Meet the Experts Roundtable Forum,” where you’ll have the opportunity to learn, network, and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on a different key topic and featuring two experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely among roundtables to make sure you get the most out of this session. |
12:45p-2:00p | Networking Lunch in the Expo Hall |
2:00p-3:00p | Attendees may choose to attend one of five sessions offered during this time slot. Sponsored SessionMaking it Easier for Merchants: Introducing Google Shopping Campaigns Merchants around the world have found success selling their products on Google Shopping with Product Listing Ads (PLA). To make it easier to connect their products to shoppers, we’re introducing Shopping campaigns, a new campaign type for PLAs. This session will cover our vision for Shopping campaigns and deep-dive into its new tools and features to help merchants manage and optimize their products. Speaker: Eric Tholome, Product Management Director, Google Shopping Merchants OwnedEffective Landing Experiences: From Strategy to Big Wins The landing experience from search involves more than just a single page. To get the best results, you must have a persuasive conversion-optimization system that continuously improves all of your prospects’ touchpoints. Find out how to get dramatic lift in your conversion rates and profit. Learn how to analyze your web pages, create a persuasive value proposition, test what counts, and gain powerful customer insights. Hear case studies from leading companies such as SAP, Magento, Iron Mountain, and Electronic Arts, and discover:How to increase the effectiveness of your pages by 200%.Which words will always lift your conversion rate. Why your landing pages are confusing your visitors and increasing your bounce rate.How to find your most powerful value proposition. Speaker: Chris Goward, Co-Founder and CEO, WiderFunnel Marketing Optimization EarnedHow to Turn B2B Social into a Lead Gen Machine Only 15% of CMOs say they can quantify social ROI. That’s even with 90% of brands saying they measure social engagement. But B2B social isn’t a mystery – and new metrics/tactics show why. Attend this session to discover:How IBM had integrated and applied Smarter Marketing best practices into the design of the Rethink Business Campaign, and how IBM Digital Analytics and Digital Data Exchange (DDX) are architected into the lead flow strategy. How Social Media is integral to the campaign – woven into every customer touch point.Specific lead gen best practices for Twitter, FB, LinkedIn and SlideShare, and how and when to use each one.Paid vs. organic social tactics. B2B social lead gen requires a delicate balance of performance vs. organic marketing. How/when to use each and why.Integration with the B2B marketing machine. Social lead gen requires tight integration with marketing automation, analytics and email marketing. How/when to tie each and why. Moderator: Ploy Tangtrakul, Marketing Coordinator, Incisive Media Speakers: Michelle Killibrew, Program Director, Strategy & Solutions, Social Business, IBM John Lee, Manager, Brand & Social Marketing, Webtrends IntegratedGame, Set, ROI: Developing a Successful Digital Strategy in a Search and Social World It’s no secret social media is becoming more important from a search standpoint as search engines incorporate social signals into their algorithms. The direct connection between what happens in social media & what people experience with search has become much more apparent. This session will cover the strategies and tools to help organizations take advantage of social media to gain more search exposure. Real world examples will be presented as well as:What To Measure: the different metrics, what they mean, how to establish baseline goals that are realistic.What To Measure With: The session will cover a variety of options in this space ranging from free to paid, & how they all differ. Building Influence: How to become a center of influence using the above tools/strategies & a content management plan using free/low cost tools to push out timely, relevant information. Moderator: Chris Boggs, SES Advisory Board; COO/CMO, Internet Marketing Ninjas Speakers: Matt Davidson, Director of Marketing, Sovo Media Jason Yormark, Owner, Studio 9 Business IntelligenceBeyond the Last Click: Smart Multi-Touch Attribution Modeling Why are marketers getting it wrong, and losing money, with their current attribution? The days of the last-click-wins mentality and ad-hoc online strategies are coming to an end. In a world of real-time bidding and programmatic marketing, great investment is made in bringing data together and ensuring a personalized experience for each user, but too little attention is paid to accurate measurement and attribution.Learn how to measure your digital marketing programs the right way. The session will examine:How marketers are measuring digital marketing today.The impact of the rise of mobile traffic (paid clicks, etc.). The different types of attribution models.ROI-driven Facebook Exchange, Twitter Ads API, Google Enhanced Campaigns, and Bing Product Ads (as newly introduced ad formats), and where marketers should allocate their ad spend. The right and wrong ways to measure viewthrough attribution.Why retargeting may be overvalued, causing marketers to waste money. The increasing value of social media for advertisers. Moderator: Carolyn Shelby, Director of SEO, Chicago Tribune/435 Digital Speakers: Premal Shah, Vice President of Strategy, Chango Siddharth Shah, Director of Business Analytics for Advertising Solutions, Adobe |
3:00p-3:15p | Networking Break |
3:15p-4:15p | Attendees may choose to attend one of five sessions offered during this time slot. PaidThe RTB and Programmatic Trading Opportunity: What’s Missing From Your Performance Strategy Performance targeting through real time bidding (RTB) presents a powerful opportunity to find new customers efficiently and at scale. eMarketer recently raised its RTB forecast to 73.9% over 2012 in the US. While RTB is important, it’s only one strategy in the holy grail of online advertising: the right person, the right ad, and the right place. If you aren’t targeting the right place (i.e., a quality, in-view, brand-safe, non-fraudulent and relevant placement), your right ad could end up in a very wrong environment. With the rise of programmatic buying and RTB and the evolution of audience-targeting technologies, the advertising industry has become too concerned with reaching the right person.In this session, you will:Learn why performance targeting is an effective complement to your search campaigns.Gain a better understanding of media quality and how smart marketers are integrating new metrics into their ad strategies and bypassing outdated KPIs like last click and viewthroughs. Hear how to increase leads, sales, and revenue with a unified performance strategy. Moderator: Lauren Vaccarello, VP Marketing, AdRoll Speakers: Scott Linzer, Head of Search Agency Development, Quantcast Harmon Lyons, Vice President, Business Development, Integral Ad Science OwnedSEO and Website Migrations: Ensuring a Smooth Transition Migrations can sink your traffic numbers, impede progress, and reduce ROI. This session will explore how different migrations – such as a 500-page static migration, large ecommerce migration, and multi-year Fortune 50 migration – can create technical and analytical sinkholes. It will also teach you to avoid these sinkholes by using proper baselines, setting expectations, and developing a 301 redirect plan. Moderator: Jim Hedger, Writer & Broadcaster, Digital Always Media Speakers: Simon Heseltine, Director of Audience Development, AOL Inc. Dave Rohrer, Senior SEO Strategist, Covario EarnedGetting the Link Love: Link Building That Drives Relevant Traffic to Your Site Some think that link building done “the right way” is code for link building that doesn’t work, but there are more opportunities within your grasp than you may realize. Link building may not be sexy, but it is still a very big driver of rankings. The introduction of the Google Knowledge Graph, the Penguin update, and modifications to WMT regarding link schemes have created much confusion.Learn how to build links the right way in order to drive traffic and stand up to Google’s scrutiny and the test of time. This session will cover:Examples in which links with no domain authority work, links with little relevancy work, and very few links work; case studies ranging from local businesses to tech startups. Why most link building campaigns are a waste of time.A new take on link value factors. The knowledge graph – why relevance is more important than ever.What should be used in lieu of EMAT (exact match anchor text) co-citation. Moderator: Danny Goodwin, Associate Editor, Search Engine Watch Speakers: Nate Dame, CEO, SEOperks Chuck Price, President & CEO, Measurable SEO IntegratedCracking the Inbound Marketing Code: A Proven Process for Killer Lead Gen and Sales Results Your audience’s purchasing behavior and power have fundamentally changed. The marketing tactics that used to work do not work anymore. Your company’s future depends on an evolving marketing plan. Find out how to create a successful inbound marketing strategy that effectively leverages content, social, email, SEO, and more to increase traffic, convert leads, and drive sales. Find out how to prove ROI of inbound and content to your CEO and impress your sales team. Speaker: Luke Summerfield, Director of Inbound Marketing, Savvy Panda Business IntelligenceSocial Media and the C-Suite: Building a Compelling Business Case Social media conversations are happening about your company and executive brand right now. If you are not monitoring what is being said and responding appropriately, your organization and your C-suite could suffer a bad online reputation. These days, decision makers are either doing their own due diligence – looking up your business for reviews and case studies – or having their assistants do it. In fact, 60% of all corporate buying decisions are influenced by what is said online about the executives of the selling organization. You know that you need to be present and leading positive, insightful conversations in social. Learn to combat the fear and resistance of your executive leadership. In this session, you will discover:How social connections drive purchasing decisions.How audience segmentation aids market research.How to measure customer service savings and sales growth. How to build the case for investment in both talent and budget.How to deliver compelling case studies of competitors’ success in social.A case study of a client who won in social engagement. Moderator: Melanie White, Special Projects Editor, ClickZ Speakers: Michelle Stinson Ross, Director of Social Marketing, Digital Always Media Jasmine Sandler, CEO, Agent-cy |
4:15p-4:30p | Session Interval |
4:30p-5:30p | Attendees may choose to attend one of five sessions offered during this time slot. PaidYour PPC Master Plan: Pulling it All Together With so many moving parts in a PPC campaign, how can you be sure that you’ve maximized performance? Many agencies and in-house paid search departments use analytics to drive their decisions. This means that it is even more crucial to understand what your competitors are doing. You must develop a framework to analyze data differently in order to capitalize on your competitors’ weaknesses.Find out how to use PPC analytics to define and improve your campaigns’ KPIs. Learn how to:Analyze unique metrics like ad coverage to determine if competitors’ best keywords are leaving money on the table.Maximize the best and most profitable keywords before funding less productive efforts.Use UI reporting to identify opportunities and weaknesses in competitors’ accounts. Segment accounts across networks, devices, and match types in order to bid more efficiently based on monetization.Manage accounts dynamically to keep pace with changing SERPs and algorithm tweaks. Moderator: Joseph Kerschbaum, Senior Strategist, PPC Associates Speakers: Dusty Haws, Creative Lead, Yahoo! Jon Morris, Founder and CEO, Rise Interactive OwnedSEO + Segmentation = Rocket Fuel for the Customer Journey Businesses have traditionally designed their products and marketing programs around understanding what and how an average customer buys, while expecting better than average results. Better results require businesses to understand who their most valuable customers are, why customers buy from them, and how to differentiate offerings to maximize business results. By combining SEO with segmentation, marketers have the tools and capabilities to drive deeper levels of customer engagement and: Address critical business issuesIdentify new business opportunitiesBuild deeper customer connectionsUnderstand the customer journey This session will discuss the steps to driving organic awareness, acquisition and advocacy by combining SEO and segmentation. Speaker: Jori Ford, Director, Paid, Owned, Earned Media, Rosetta EarnedHow to Create Content People Will “Like” and Search Engines Will Love Content creation has become a critical part of the online marketer’s job. It allows marketers to engage with customers and prospects while satisfying Google’s renewed emphasis on content in the wake of Panda and Penguin algorithm changes. Get a clear understanding of how inbound marketing has changed to include content as a foundation for driving traffic, conversions, and sales. Learn how to develop awesome content that target audiences will want to link to, share, and engage with. Takeaways will include: Unique data and insight into key trends driving online marketing to a content-driven ecosystem.How to integrate social media sharing into your CMS beyond the plugin. How to build a user-generated content platform that makes it easy for readers to participate, curate, and create.How to look at your content-creation strategy with a critical eye to develop content that will drive links and shares. Real-world case studies of major brands that have developed dynamite content that drives links and shares. Moderator: Kevin Lee, CEO, Didit Speakers: Corey Post, Founder, Content and Contests Nathan Safran, Director of Research, Conductor, Inc. IntegratedReaching a Global Audience: International and Multilingual SEM Reaching an international audience is about more than just translating the language. An integrated approach to international SEM is essential to gain visibility and performance for your global campaigns. This session will provide insight into best practices and considerations for global expansion and management. Learn strategies for creating and maintaining a global development plan, including how to:Embrace the culture – not just the language—to localize your website. Understand the differences between global search engines.Achieve maximum value by implementing a governance strategy to eliminate internal competition. This session will draw from a wealth of client campaigns that have improved performance, driven revenue growth, and differentiated clients in the global marketplace. Moderator: Greg Jarboe, President & Co-founder, SEO-PR Speakers: Michael Kahn, Global President, Performics Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA Business IntelligenceReaching More Customers, Higher in the Search Funnel All webmasters and marketers are in the pursuit of more customers. Reaching them online however, has become more and more challenging. Traditionally eBay reached consumers at the moments of purchase, making our content long tail. Over the past few years we have invested in expanding this view to reach customers higher in the funnel. This session will bring to light how data, SEO research, and content can influence your ability to reach users and customers higher in search funnel. Consumers are open to influence but it must be presented in an authentic and useful way for discovery and research. You will learn how investments in content resources, such as guides and reviews, have made a material impact on our customer journey. Takeaways will include:How eBay is reaching new customers in SEOBeing competitive in the top of the search funnelHow to use data to reach customersSEO tips and tricks tested at eBayBuilding useful content at scale Speaker: Jordan Koene, Head of SEO & Content Development, eBay |
5:30p-6:30p | SEMPO MeetUp |
SES Chicago 2013 – Day 3 Conference Agenda
Thursday, November 7
8:30a-3:00p | Registration |
8:30a-9:15a | Morning Coffee |
9:15a-10:15a | Morning Keynote PanelJoining the Dots: Maximizing Marketing Returns in a Socially Connected World Consumers can now create, consume and converse and the complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today’s marketing and advertising professionals. Nick Burcher, Head of Social for MediaCom across Europe, Middle East and Africa, literally wrote the book on Paid Owned Earned and in this session he will look at the different elements of POE, focusing on how they can be best programmed to work together for now and the future.Keynote Speaker: Nick Burcher, Head of Social Media, EMEA, MediaCom |
10:15a-10:45a | Session Interval |
10:45a-11:45a | Attendees may choose to attend one of five sessions offered during this time slot. PaidPaid Search Analytics and Multi-Touch Attribution Analysis Have you ever wondered how paid search, SEO, and other tactics interact 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. Moderator: Jamie Smith, Founder, Engine Ready Speakers: Michael Coughlin, Founder, MP Coughlin Consulting Steve Latham, Founder and CEO, Encore Media Metrics OwnedAssess. Diagnose. Fix: How to Become a Leading SEO Mechanic Becoming an SEO mechanic means understanding how to analyze organic data to perceive inefficiencies and problems in your SEO campaign. Beyond the assessment phase, you need to know how to quickly utilize the appropriate tools to discover what caused the organic exposure breakdown and what is needed to get your online visibility up and running again. Whether an issue arises from indexation, crawling inefficiencies, design issues, or over-optimization, you need to possess a diagnostic mindset to fix your SEO problems. Attend this session to learn: Which areas of analytics are powerful eye-openers for portraying SEO issues.Which tools work best for diagnosing SEO issues quickly. What causes common SEO issues and how to remedy them.How to create effective reporting to help monitor performance. Moderator: Dana Todd, SVP Global Marketing, Performics Speakers: Josh McCoy, Lead Strategist, Vizion Interactive Grant Simmons, Director of SEO and Social Product, The Search Agency EarnedAuthor Rank: Getting the Credit You Deserve Google’s recent announcement that it will show “in-depth” articles in the search results was the first real indication that AuthorRank is real. It also indicated that thoughtful content is critical to the web. Factors required to rank for this include rel=author, rel=publisher, logo markup, and article markup.Learn how to use this code and see real-world examples of sites that use it successfully. This session will include a review of Google’s Data Highlighter and WP Social SEO Booster, two tools that help with the required markup, and Virante’s forthcoming tool. It will also offer examples of small publishers, not just the large brands that Google revealed during the initial announcement. Moderator: Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA Speakers: Eric Enge, CEO, Stone Temple Consulting Shari Thurow, Founder & SEO Director, Omni Marketing Interactive IntegratedB2B is Different – Brand Marketers Share Data-Driven Strategies That Get Results This will be a discussion session – no powerpoint presentations.Long lead cycles, sales-driven organizations, and constant market interruption have been struggles for B2B marketers. But the time has come! This panel of savvy B2B marketers share how they are leveraging their digital data to overcome challenges, build customer relationships and prove marketing ROI. Moderator: Richard Roberts, Senior Vice President, BusinessOnline Speakers: Stephan Brisard, Director, Product Marketing, Mitchell International Kevin Espinosa, Social Media Manager, Caterpillar Inc. Stephanie Gassen, Manager – Commercial Marketing, TDS Telecommunications Corp. EmailBreathing New Life into Your Email Campaigns “Email is far from dead – brands need to leverage digital and traditional channels to listen to their customers to serve them better. Your customer is mobile – you can communicate with them anytime, anywhere. Make every communication matter.” Your list has to be engaged, your list needs to keep growing, and you have to stop opt-outs. Join us for an insightful session on ideal practices in email marketing – proven, practical, and innovative insight to help you with your email marketing success! This session will focus on seven pragmatic principles of success:Digital listeningOne view of dataOptimizing consumer journeysStriving towards relevanceGetting small, getting focused – Mobile effectivenessCreating connected user experiences across channelFocusing on help & not hypeBest practices and lessons learned – this session will feature real case studies, research, and give you specific ideas to apply to your campaigns. Revive, refresh, and rejuvenate your campaigns – breathe new life. Email is here to stay. Speaker: Sundeep Kapur, Digital Evangelist, NCR Corp. |
11:45a-12:00p | Session Interval |
12:00p-1:00p | Attendees may choose to attend one of five sessions offered during this time slot. PaidThe Impact of Enhanced Campaigns on Holiday 2013 and Beyond This will be a discussion session – no powerpoint presentations.Google’s Enhanced Campaigns have permanently changed the paid search landscape. AdWords advertisers will experience the impact of new challenges and opportunities during the 2013 Holiday season due to increased competition across all devices and powerful new features. This interactive discussion, led by iProspect, features executives from Marin Software, Kenshoo and Ignition One sharing their analysis and recommendations on this hot button topic. Join this session to explore CPC trends, understand how to leverage bid modifiers and other new Enhanced Campaigns features. Take the opportunity to still make the most of the close-at-hand holiday season in the new world of Enhanced Campaigns. Moderator: Jeremy Hull, Associate Director of Paid Search, iProspectSpeakers: Roger Barnette, President, Ignition One Aaron Goldman, Chief Marketing Officer, Kenshoo OwnedMobile Targeting: Using the Right Aggregate Data to Reach Your Target Audience Over a billion smartphones enter the market every year. People are turning to their mobile phones to complete a variety of tasks, from looking up local businesses to booking vacations. Consumers’ mobile preferences are changing from year to year, month to month, and even day to day. You need to reach the right audience in the right way. In this presentation, you will learn: The influence that advertisers have at each step of the consumer journey and how to maximize these opportunities. How to utilize location to target the right audience at the right time.How to pull data from hyperlocal segmentation to create unique messages, and how to effectively use this data. Moderator: Benu Aggarwal, Founder & President, Milestone Internet Marketing Speakers: Lauren Moores, VP of Analytics, Dstillery Ambrish Verma, Senior Product Manager, Microsoft EarnedA Picture Is Worth 1,000 Words: Using Visuals to Generate Breakthrough Results from Social Media Marketing Social marketing is constantly evolving, and the latest trend of visual marketing is transforming the way businesses market online. Visual social marketing is driving traffic, awareness, and sales for businesses. This presentation will show you how to get results by harnessing the power of visuals. Attend this session to:Learn how visuals can increase traffic to your website and how to optimize your site for visual social sharing. Discover how visuals are changing the game for social networks including Facebook, LinkedIn, and Twitter.Understand the huge marketing potential of visual marketing sites such as Instagram, Pinterest, Vine, and YouTube.Learn how to engage customers and attract attention for your business with visuals. Hear a case study of Target’s Summer Up! Campaign, an immersive digital experience of summer fun. Moderator: Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media Speaker: Krista Neher, CEO, Boot Camp Digital Cara Phillips, Photo Director, Federated Media IntegratedSEO Isn’t Dead, It’s Been Reincarnated This will be a discussion session – no powerpoint presentations.This Fall saw Google give an unannounced one-two punch of Not Provided and the Hummingbird Algorithm, taking away keywords and changing semantic search. At the same time, Bing rolled out instant “Page Zero” searches without leaving the search box and became the default Web Search for Siri on iOS 7.What’s an SEO to do? Our panel of SEO experts weigh in on what this means for SEO and how the SEO community can cope with the changes for their clients. Moderator: Dana Todd, SVP Global Marketing, Performics Speaker: Josh Braaten, Associate Director of Inbound Marketing, Collegis Education Thom Craver, Technical SEO and Analytics Consultant, Jim Hedger, Writer & Broadcaster, Digital Always Media EmailSolving the Deliverability Conundrum You begin engagement by getting into the consumer’s inbox. There are five key factors that drive deliverability: authentication, list cleansing, good content, active engagement, and continuous testing.Join this lively session as it examines ideal practices and share specific tips for improving email deliverability, circumventing issues, and solving deliverability problems with ISPs. Moderator: Sundeep Kapur, Digital Evangelist, NCR Corp. Speaker: Brian Ambrose, Channel Manager, Return Path |
1:00p-2:00p | Networking Lunch |
2:00p-3:00p | Attendees may choose to attend one of five sessions offered during this time slot. PaidPPC Campaign Management: Creating and Sustaining an Auditing Framework Remember the days when all your keywords were in one campaign and maybe a handful of ad groups, and your biggest PPC pain was your daily budget? This may be a bit too nostalgic, but with all the changes in paid search advertising over the last couple of years, it almost feels that drastic. Establishing an ongoing PPC auditing plan is like creating an exercise regimen: you have to create a plan and stick to it. During this discussion, you will learn:How to create a weekly and monthly auditing plan. How to prioritize elements of the audit.How even the most mature campaigns can benefit from simple audit/test optimizations. Which areas of an account need to be continuously audited (and which do not). Moderator: Carolyn Shelby, Director of SEO, Chicago Tribune/435 Digital Speakers: Joseph Kerschbaum, Senior Strategist, PPC Associates Kayla Kurtz, Senior Digital Advisor, Hanapin Marketing OwnedResponsive, Dynamic, Serving Mobile – Which Path is Right for Me? 2013 is the year of Mobile. Mobile Internet consumption is surpassing desktop users. Mobile users are looking for last minute deals, coupons, videos and much more. Last month, Google announced best mobile experience as one of the ranking factors. In this session, attendees will learn the main differences between three types of Mobile sites. In which scenario it is better to use responsive verses dynamic serving or vice a versa. We will also review:What are the pros and cons of each site? Well defined steps.Tools to test Case study and best practices. Attendees will walk away with solid understanding of strategy they need to choose to create strong mobile site. Speaker: Benu Aggarwal, Founder & President, Milestone Internet Marketing PaidUsing Social PPC Content Distribution To Dominate Curious? You should be because everyone in the world will be doing it this way next year at this time. As sure as SEO marketers MUST use AdWords, content marketers MUST use these social PPC techniques. Can you say your website’s content earns enough socially driven traffic, KPI/CPA conversion, critical social signals, inbound links, focused likes and follows? The answer for many marketers, even after massive investments in social media and creating excellent content is a resounding NO! There’s a reason for that. An ever increasing percentage of the organic social media page is actually paid inclusion. It looks organic, but is actually paid.Social media distribution in Facebook, LinkedIn and Twitter, used to be mostly free. Content placed on your walls and feeds was seen and rebroadcast by many people without marketers needing to pay a dime. Now revenue-hungry social platforms have learned to monetize the distribution of “organic” content to the benefit of their shareholders. In many cases users who have already liked your page don’t see your posts! It’s a stark reality, but marketers must pay-to-play using “ad” units the tightly mimic previously free organic units. The good news is that it’s relatively inexpensive to “re-enable” organic features to dominate. No matter how successful your content strategy is, it’s only touching a small percentage of highly interested users that are incredibly willing to engage. This must attend session will leave you with crucial information to: Drive targeted & scalable social psychographic traffic to content that converts Generate authentic social signals from real users of good authority. Earn real links from sites with good domain authorityInsulate our sites from harsh search engine algorithm updates. Amplify PR distribution to journalists, bloggers, and a myriad focused media-role users Speaker: Marty Weintraub, Founder & Evangelist, aimClear EmailThe Convergence 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, Digital Evangelist, NCR Corp. Speakers: Britni Salazar, Communications Marketing Specialist, RIVS Ron Cates, Director of New Market Development, Constant Contact |
3:00p | Conference Wrap-Up & Wine Down |
Rates & Registration Details
SES Chicago takes place in November 4-7, 2013. The conference features presentations and panel discussions on all aspects of online marketing, social media, programmatic marketing, search marketing, mobile marketing, online conversions and optimization.
Conference Passes
(Hover over this symbol for further conference pass details.)
Conference Passes | Dates | Early Bird RateAug 23-Oct 3 | Full PriceOct 4-After |
All Access Pass | Platinum + Training | $2,395 | $2,795 |
Platinum Pass | All 3 SES days | $1,795 | $2,195 |
One-Day Pass | Any 1 SES day | $895 | $995 |
Expo Hall Pass | Nov 5-6 | Free in advance | $50 |
Onsite Training (full day) | Nov 4 | $1,500 | $1,500 |
Onsite Training (1/2 day) | Nov 4 | $950 | $950 |
Group Pricing | Advance Rate(for groups of 4 or more) |
All Access Pass | $1,795 per pass |
Platinum Pass | $1,395 per pass |
One-Day Pass | $695 per pass |
All group pass holders must register at the same time and be from the same company. Group discounts do not apply to Training and cannot be combined with any other discounts. Savings is taken off the Full Price only.
Event is open to business professionals only. Business card and photo ID required for admission. No one under 18 admitted, including infants and toddlers.
If you wish to pay by check or need a printable form:
Print this registration form, complete it and mail or fax it with your payment. The fax number and mailing address are located on the form.
Payment by mail must be received NO LATER than Monday, October 21. If payment is not received by October 21, you will need to register on-site. Note: You will not be registered for the conference until payment is received.
Cancellations and Substitutions
SES recognizes that both professional and personal situations can result in the need to change your business travel. If your plans change you may transfer your registration to another person. Substitutions are always welcome in lieu of cancellations, however you may not transfer your registration once your badge has been picked up.
Requests for refund must be made in writing by Friday, October 4, 2013. Approved refunds will be processed two weeks post event and include a $100 processing fee. No refunds will be issued for amounts less than $100. Refunds will not be issued for no-show registrants. Please note that the program is subject to changes, including cancellations, substitutions and scheduling. Such changes do not qualify for refunds.
Onsite Training Workshops
Monday, November 12
Early BirdRate: | 1 session for $7952 sessions for $1,295 | |
7:30-8:00am | Continental Breakfast | |
8:00-12:00pm | Advanced Local SearchandSocial Strategies | Social AnalyticsforData-Driven Marketers |
12:00-1:00pm | Lunch Break | |
1:00-5:00pm | Strategies for Researching, Creating, and Promoting Quality Content | B2BOnline Marketing |
Full day option onlyfor $1,295 |
Continental Breakfast |
Email Marketing:Driving 51% Engagement |
These workshops provide the practices, applications, and hands-on exposure you need to become (and remain!) a top performer in your field. This in-depth training in a small class setting ensures that your instructor is accessible for informal one-on-one or small group discussions.
Whether you are a consultant, site designer, website owner, or in-house marketing professional, this is an opportunity to experience firsthand the latest developments in search and social media. Regardless where you are in the SEO & SEM process, you will leave these intensive workshops with the necessary skills to improve your business results and take online marketing to another level.
Workshop Descriptions:
Half-day Morning Workshop Advanced Local Search and Social Strategies 8:00-12:00pm Seventy-four percent of internet users perform local searches. Sixty-seven percent of consumers research online reviews of local businesses before making a purchase. Eight-eight percent of mobile searchers take action within the same day. What do these stats mean for your business? They mean that you can no longer view social media, local search and mobile marketing in isolation. Over the past year, these digital strategies have begun converging to form an extremely powerful method for increasing findability, generating leads and driving in-store traffic on a localized level. Attend this workshop to understand how local search marketing, social media and mobile marketing are coming together, how you can leverage them for your national and local business, and what the future holds. National brands and multiunit business alike will benefit from the information shared in this webinar. What you will learn: Optimization techniques for local map listings, helping to protect the integrity of your data and increase findabilityInsights on new Google+ Local pages, how they differ from Google Place pages and how local businesses should manage data on these pages. How to structure and optimize local pay per click campaigns to avoid overlap and generate store-specific traffic and sales How to develop localized content and engagement strategies to leverage social media Tips and best practices for reaching and engaging on-the-go consumers through their mobile devicesHow to integrate campaigns and provide a consistent user experience and message across all platforms Methods and tools for measuring performance and impact of social, local and mobile marketing effortsIndustry insights and trends to predict and prepare for future initiatives in local, social and mobile Instructor: Andrew BeckmanCEO, Location3 Media @andrew_beckman | Half-day Afternoon Workshop Strategies for Researching, Creating, and Promoting Quality Content 1:00-5:00pm Got content? Need more content for your website? Not only to comply with the latest search engine algorithm updates, the right quality content on your website is a must if you are going to attract the right visitors. This four hour, hands-on training session, you will learn how to identify the right content topics for your website through keyword research and web analytics. Once you understand which content you need, we will discuss options for creating or hiring someone to create the content. You will then learn the proper way to promote that content to receive the maximum SEO benefits. After attending, you will be able to:Understand why quality content on your website is essential to ranking well in the search engines and attracting the right visitorsIdentify quality content topics for your website based on keyword research and a review of your web analytics Perform competitive content research in order to identify content topics that are missing from the web and find out how much content you really need to competeUnderstand the types of content that every website should have, regardless of your industry Write an action plan for creating content for your websiteUnderstand how to promote your content properly in order to get it noticed Who Should Attend? Anyone who is responsible for your website’s content strategy or who works or manages search engine marketing at your agency or organization should attend this session. This includes:Marketing DirectorsSearch Engine Marketing ManagersSearch Engine Optimization Specialists Content Creators Website Managers This 4-hour training session is designed for those who are new to search engine marketing as well as advanced search engine marketers. Instructor: Bill HartzerDirector of Search Engine Optimization, StandingDog Interactive @bhartzer | |
Half-day Morning Workshop Social Analytics For Data-Driven Marketers 8:00-12:00pm Tired of people asking if it’s possible to make money in social? Most marketers who believe social isn’t profitable are not measuring relevant KPIs or worse, expecting unattainable results. The good news is social media is incredibly valuable and can be measured. Join Merry Morud for a no holds barred deep dive into:Nodes of social media profitability, from PR to sales Measuring social ROI against KPIsChannel & platform specific analytics tools for data driven social media marketersAn overview of the social media measuring tool universe from the free to elite Recommendations to construct a social analytics toolkitCase studies: stories of major social media wins & crumbling failures Instructor:Merry Morud Online Marketing Account Manager, aimClear | Half-day Afternoon Workshop B2B Online Marketing 1:00-5:00pm Let’s face it, B2B marketing is different from B2C. The sales process is complex, the ultimate decision maker is hard to find and there is no place to enter your credit card online. Some of the same online marketing tactics that you are taught in most sessions can be applied in B2B, but in most cases you need to vary your approach. This training session will teach you the tools and tips that will get your B2B company ahead of the curve. We will show you not only how to build the right metrics and exceed your goals, but how to make yourself an irreplaceable asset with this conference designed specifically for B2B professionals. This B2B Online Marketing Training includes: Driving Qualified Traffic with Paid Search Connecting the online and the offlineUsing search for awareness and demand generationBuilding your bidding strategy Driving Conversions with Paid Search Traffic Creating compelling landing pagesCRM integrationCollaboration with sales to prioritize leads Organic SearchSelecting targeted keywordsBuilding links Social Media Using social advertising to grow reachEngaging with your audienceTracking social media Display and Retargeting Building brand awarenessDriving demand generationMaximizing ROI Instructor:Lauren VaccarelloSenior Director of Online Marketing, | |
Full Day Workshop Email Marketing: Driving 51% Engagement 8:00-5:00pm There are 11 key drivers of email marketing success. This workshop will offer real case studies and lessons learned on mobile, segmentation, personalization, intelligent preference centers, testing, transactional focus, deliverability, social media, and really engaging content. Workshop Objectives: This workshop will provide you with practical advice and proven tactics to help enhance your engagement via email marketing. It will also teach you how to leverage mobile and social.What the workshop will cover:Good, Bad, and Ugh-ly: What were they thinking? Lessons learned from some of the best and worst email campaigns from 2011. Advanced Strategies to Grow Your Email List: How to develop a consumer-generated list growth strategy that leverages all your channels. Capturing and Leveraging Consumer Preferences: How to capture stated, observed, and implied preferences to drive engagement. Nine Segmentation Strategies: Absolute to advanced, these strategies are a must for you to achieve true 1:1. Tips on Stand-Out Creative and Effective Copy: Essential and advanced elements of creative and copy that drive superior results.Creating Messages for Every Occasion: How to leverage reason – season – lifetime to create informational, transactional, and marketing messages for your consumers. FISA, CAN-SPAM, Privacy, ECOA, Do Not Track Registry, List “Rentals,” and Security: Making sure that you are compliant with the law, protecting consumer data, and following proper etiquette. Reading Reports Correctly: 11 key reporting metrics that will help you drive superior campaign results.How to Use Mobile and Mobility: Your consumer is mobile and the smartphone has many options. Best practices to tie in mobile to your email communiqués. The Best Way to Leverage Social Media: You can use social to grow your influence, learn more about your consumers, and improve your overall email engagement. Solving the Deliverability Conundrum: Tips on improving deliverability, ways to circumvent issues, and how to solve deliverability problems with ISPs.Leading this workshop will be ClickZ columnist and NCR digital evangelist Sundeep Kapur. He will leverage his personal experience of sending over 10 billion consumer messages to highlight must-do’s for your 2012 digital marketing campaigns. Additional Workshop Deliverables: You will walk away with invaluable tips and specific tactics that will help you adjust your email strategy to meet your strategic goals. Additionally, we will also provide you with:13 Step Checklist to #Jumpstart Your Social MediaHow to conduct an Email AuditDesign best practices white paper Instructor:Sundeep KapurDigital Evangelist, NCR Corp. |
Become an Exhibitor Today
As an exhibitor, qualified leads—even more than quantity—are key to tradeshow success. We found the leads at SES to be highly qualified as a first-time exhibitor. — Mark Knowles, CEO
Why Exhibit?
- Opportunity to meet face-to-face with experienced decision-makers who buy and develop the products and services you deliver.
- Targeted exposure through our abundant networking opportunities such as the Meet the Experts Roundtable forums and cocktail receptions. Free conference passes enable you to attend the sessions and network with clients and prospects.
- Lead generation and ROI growth from the thousands of attendees visiting your booth.
- Brand/product visibility—SES puts you in front of new prospects every year.
- Industry exposure—SES continues to set the bar for emerging trends and news in the digital marketing industry. Be part of the industry buzz that’s continually covered by The Economist, Time Magazine, CNBC, The Wall Street Journal, The New York Times, CNN, Newsday, and more.
Who’s Walking the Exhibition Floor?
Consider the following overall demographics of SES Chicago attendees. One look and you will be convinced that these are the clients you need to be in front of!
Industry
Role in Purchasing Process
Job Function
Job Title
What You Get as an Exhibitor
Exhibit Area: The exhibit area is floor space only. The exhibitor is responsible for all booth decoration, personnel, electric, shipping, computer, telephone, and other requirements. Exhibit floor space is made available on a first-come, first-served basis, and no assurances or guarantees for specific space can be given.
Booth Sizes:
10 x 10 ft.
10 x 20 ft.
20 x 20 ft. Call for pricing
Event Website Advertising: The exhibitor’s company name and description appear on the exhibitor page of the event website, which is visited by thousands of industry professionals prior to and during the event.
Advertising in Badge Booklet and the SES Social Platform: The exhibitor’s company name is featured in the company listing section of the badge booklet, which is distributed to all conference attendees. The company’s name and description are featured on Vivastream™, the official social platform for SES.
Conference Registration Passes for Exhibitor Personnel: The exhibitor receives two complimentary passes to the event for use by their personnel. These may not be transferred or re-sold in any manner.
Discounted Conference Registration Passes for Exhibitor’s Customers: The exhibitor may offer their customers and additional personnel a discount off the regular registration rate.