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SES London 2013 - Day 1 Agenda

Tuesday, 19 February

8:00-6:00pm Registration
8:00-9:00am Morning coffee in Fleming Room
Sponsored by Adobe

Conference Welcome & Morning Keynote
Future Forward - Shifts in the Digital Revolution
In our modern society the role of technology is something of a paradox - to most consumers it is invisible (or at least it should be) yet to brands and businesses it has become a massive focus, an area where all can be won or lost.

Although technology will play a massive part in our future, the most complex and interesting part of the equation is how customers and consumers have changed and will continue to change in their use of it. We firmly believe that success will come to those brands and businesses that are able to successfully marry the changes in technology with the changes in society, focusing on the outcomes that make most sense for the consumer based on the context that surrounds them.

The web is quietly, but quickly, undergoing a social revolution, blending the analogue and digital worlds to become even more powerful in the way we all live, work and play. Search is at the very heart of this change as the internet evolves to be more about "doing" and less about "finding". Understanding this change is crucial, not just for the satisfaction and welfare of consumers and customers, but equally for the success and relevance of brands and businesses. This session will uncover the challenges (and opportunities!) faced by us all as we move further into this new way of living and working, and how shifting to a more human approach enables us to unlock the full potential of all that technology has to offer a modern society.

  • Speaker:
    Dave Coplin, Chief Envisioning Officer, Advertising and Online, Microsoft UK
10:00-10:30am Grand Opening of the Expo Hall

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

Track 1
Link Building in a Post-Penguin World
Developing and executing a link-building strategy, even after the Penguin update, does not have to be a daunting task if you separate it into internal and external strategies. Externally, you'd be surprised by the rich landscape of links you already have. You need to determine what your priorities are and what links you already have, and fill in the key gaps in a way that won't get you into trouble with the engines and that takes advantage of social linking to get visitors to do some of the heavy lifting. Internally, you probably have many links that are just not right, so you may need to spend a bit more time fixing them.

This session will guide you along the process, provide simple steps to get the most out of the links that can contribute to your site performance, and discuss the tools you can use to do it.

  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Kevin Gibbons, UK Managing Director, BlueGlass Interactive
    Paul Madden, Operations Director, LinkRisk

Track 2
Beyond Engagement: Harnessing the Power of Social Media
It's very easy to get frustrated by the overwhelming world of social media marketing...but you don't have to be. You also don't have to be a Fortune 500 company to be social media relevant, and getting your company or organisation started with social media doesn't have to be a pricey proposition. By leveraging great resources, you can use social media to drive new business, create awareness and become engaged with your target audience. This session will cover tactics and tools that can be utilized by brands of all budgets and sizes, and will also present a case study example from a large corporation.

Attend this session to learn:

  • Great free and low-cost tools that cover managing conversations, measuring reach and engagement, and developing/publishing great content.
  • How to leverage lesser-known social media channels to increase exposure and reach.
  • Creating great social media-friendly content to build trust and authority inexpensively.
  • Applying strategies and tactics that integrate social media into all your marketing efforts.
  • Key tactics and methods used to grow communities and create both cost efficiencies and a positive impact on ROI through closely linking social activity with SEO targets.
  • Video production on a budget - creating great content that your audience truly wants.
  • Influencer engagement, blogger outreach, and the exploration of new and niche social platforms.
  • A case study from Maxinutrition - part of the GSK group, which will be used to explore and examine the ways in which you can create an effective approach to communicating with your customers via social media.
  • Moderator:
    Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media
  • Speakers:
    Krista Neher, CEO, Boot Camp Digital
    Heather Healy, Creative Communications Director, Stickyeyes

Track 3
Getting Started with SEO
Search has one of the lowest customer acquisition rates, simply because it is a "pull" medium, allowing people to find you when they need you. Search engine optimisation will help you position your website properly to be found at the most critical points in the buying process. In clear, nontechnical language, this SEO overview will help you understand:

  • What the search engines are looking for.
  • How the principle of building your site for your customers will also please the search engines.
  • The latest optimisation trends.
  • Best practices that will make an immediate impact on your Internet presence and website profitability.
  • Speaker:
    Carolyn Shelby, Director of SEO and SEM, Tribune Publishing
11:30-11:45am Session Interval

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

Track 1
Optimising Landing Pages for Conversion and Revenue
Are your search landing pages working hard or hardly working? Landing pages can be the hardest-working part of your search campaigns, or they can kill your lead generation and sales conversion rates. Testing insignificant details such as button colour and headline size won't lead to real lift in your conversion rates. This session will show you what to test, how to analyse your landing pages, and how to get significant revenue lift quickly.

  • Moderator:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
  • Speakers:
    Dave Gowans, Senior Conversion Consultant, Conversion Factory
    Doug Hall, Head of Conversions, ConversionWorks

Track 2
Creative Content Marketing—Winning Hearts, Minds, & Wallets
Investments in content marketing are on the rise, but few companies have fully realised what the best practices are for creating high-quality content over a long period of time. Developing ideas for effective marketing can be a challenge. This session will help you to:

  • Develop a framework for creative and efficient content creation.
  • Find resources and ideas where others cannot.
  • Leverage a mix of evergreen, repurposed, curated, and co-created content for better marketing results.
  • Apply SEO and social media optimization principles to amplify content reach and engagement.
  • Speaker:
    Lee Odden, CEO, TopRank Online Marketing

Track 3
Introduction to Analytics
You've researched your keywords, optimised your site, and created your campaigns. But did these steps work? Analytics is more than just page views and visitors. You must measure and analyse your site visitors and how they consume your content. This introductory session will cover:

  • How to decipher common web metrics and apply them to your business objectives.
  • How to properly track campaign performance, regardless of medium.
  • How to set goals and measure conversions.
  • Speaker:
    Dave Rohrer, Founder, NorthSide Metrics
12:45-2:00pm Networking Lunch in the Expo Hall

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

Track 1
Keyword Modelling Analysis
Google Instant's and Bing's intent-based results are creating a need for a new generation of keyword research, expansion, and modelling techniques. This session will offer ways to integrate data from search, social, and traditional media to identify new opportunities and revenue streams.

  • Speaker:
    Bill Hunt, President, Back Azimuth Consulting

Track 2
Keys to Success with B2B Video
With 84% of the US market viewing online video on a weekly basis, successful brands must fine-tune their video strategy to adjust to the changing market. With the right approach, video can raise brand awareness and inform customers about products—on target and on budget. In this session, you will learn some of the fundamentals around online B2B video marketing, including how to get the most exposure for your video, how to use video to move the customer through the sales funnel, and how to prepare your videos for a global audience. You'll have the opportunity to review successful case studies and see how a company can use video not only as an indicator of where the viewer is in the sales funnel, but also to enable their sales process.

  • Moderator:
    Krista Neher, CEO, Boot Camp Digital
  • Speakers:
    Greg Jarboe, President & Co-founder, SEO-PR
    Phil Nottingham, SEO Consultant, Distilled

Track 3
The Age of Big Data & the Modern Marketer
The shift of marketing pounds online and the increasing role of social media have ushered in the era of Big Data, in which marketers must effectively mine and analyse massive amounts of data and respond to changing business needs instantly. While most marketers today are well-versed in the metrics of their online marketing channels, far fewer are leveraging their "Big Data" across all digital marketing channels for cross-functional insight into customer behaviour, to gain efficiencies across all channels, and to grow traffic and revenue. Key takeaways from this session will include:

  • The impact Big Data will have on modern marketers, forcing them to become part marketer, part chief information officer.
  • How to leverage the latest advancements in technology to gather, analyse, and react to new consumer behaviour uncovered by Big Data, with an emphasis on visibility, optimisation, and automation.
  • Moderator:
    Matt McGowan, Advisor, Incisive Media
  • Speakers:
    James Murray, Search Advertising Evangelist, Microsoft
    Jon Myers, VP & Managing Director EMEA, Marin Software
3:00-3:30pm Afternoon Break in the Expo Hall

Attendees may choose to attend one of the three 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? This session will walk you through sample SEO requirements and tell you how to properly communicate them. You will learn how to develop code checklists and QA testing test scripts. This session will also cover:

  • How to merge domains, change URLs and CMS requirements, and review requirements documentation and wireframes.
  • Protecting SEO during a migration/re-launch when you have limited control.
  • SEO considerations for migration, particularly when you have limited visibility and control.
  • Engaging stakeholders in a multi-channel business.
  • Moderator:
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Speakers:
    Daniel Patmore, Search Marketing Manager, Argos
    Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Track 2
How to Earn Visibility & Links Through Killer Content Strategy
Link building is dead. Or IS it? Link earning is the new link building. See real examples of how to create amazing content and get it in front of your target audiences online, boosting visibility, sharing and links *naturally*.

  • Moderator:
    Matt Roberts, VP of Product, Linkdex
  • Speakers:
    Max Brockbank, Head of Search, AlexAndAlexa
    Kevin Gibbons, UK Managing Director, BlueGlass Interactive

Track 3
Putting Your Money Where It Counts: Winning Attribution Models
Digital advertising has been known to provide marketers with tangible results, answers to their questions about ad campaign performance, and guidance on where to spend their money. However, marketers are now realising that the most measurable ad medium isn't quite as transparent as they might have assumed. As a result, pressure is building on brands as they shift their advertising spend to digital and rely more heavily on data as part of their media strategy. At the heart of this transition is attribution, the ability to evaluate the performance of each media channel. Attribution is becoming a hot topic as marketers look to attribution models for answers. This session will explore different models, places in which marketers should invest, and successful strategies.

  • Moderator:
    Jon Myers, VP & Managing Director EMEA, Marin Software
  • Speakers:
    Wing Yee Lee, Business Analysis Manager, Adobe
    Helen Southgate, Online Marketing Controller, BSkyB

Meet the Experts: Roundtable Forum
Join us at our "Meet the Experts Roundtable Forum" where you'll have a unique opportunity to learn, network and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on different key topics and featuring 2 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 between different 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.

5:30-6:30pm Networking Drinks Reception
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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