| 8:00-5:00pm |
Registration |
| 8:30-9:00am |
Morning Coffee |
| 9:00-10:00am |
Morning Keynote Panel
Optimizing Second Screen Engagement: Trends, Data and Insights
Joel Lunenfeld, Twitter's VP, Global Brand Strategy will be speaking about second screen engagement and trends Twitter is seeing from Brands. Mobile engagement and activation, while consumers are watching TV or out in the real world, is becoming more and more prevalent. He will share some new data and examples that show where second screen activation is headed in 2013.
- Keynote Speaker:
Joel Lunenfeld, Vice President of Global Brand Strategy, Twitter
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| 10:00-10:15am |
Session Interval |
| 10:15-11:15am |
Attendees may choose to attend one of five sessions offered during this time slot.
Track 1
Next Generation Site Architecture
We 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.
- Moderator:
Chris Boggs, SES Advisory Board; CMO, Internet Marketing Ninjas
Track 2
Reporting and Analyzing PPC Campaigns
As your campaigns proceed through their life cycle, which reports should you leverage at each particular stage to ensure their optimal performance? In this session, you will learn what type of reporting and analysis is recommended when launching a new campaign, for growing that campaign, and ultimately when optimizing its ROI. Ping will share insight on how your campaign performance data could influence your ad ranks during auction. Additionally, you will hear first-hand what the Yahoo! Bing Network is developing to help you more quickly and easily analyze campaign performance.
- Speakers:
Ping Jen, Product Manager, Microsoft Advertising and Publisher Solutions
David Sprinkle, Chief Analytics Officer, Acronym
Track 3
Driving Consumer Insights with Mobile Analytics
Visitor behavior on mobile is often different than visitors on desktop browsers. How are visitors arriving to your mobile site? What devices are they using? Is your app different than your mobile site? This session will help you discover:
- Which mobile metrics matter for mobile websites
- How to discern visitor behavior through segmentation
- How to properly set up analytics for mobile and avoid common pitfalls.
- Moderator:
Aaron Kahlow, CEO & Founder, Online Marketing Institute
Track 4
4 Steps to Building an Integrated Online Marketing Campaign
How much time and money should a business invest in Social Media? That's the wrong question if you are attempting to develop a strategic marketing plan. Back up and re-evaluate your entire marketing and content development plan. By implementing some basic research, developing a clear business message and evaluating the best options for content distribution, your online marketing will take the next step and remove the questions and uncertainty.
This session shows how Social Media, SEO, Analytics, Online PR, Blogger relations, Link Building, Content Development and Content Marketing can all be managed with a central plan that eliminates the guesswork. Every person in the strategy can be working for the same goal as this plan presents what's coming, what is happening and what needs to be measured. Successful businesses plan for success, and you can do the same.
- Solo Presentation:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
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Sponsored Session presented by Quantcast
What's Missing from Your Performance Marketing Strategy?
Many search marketers are using retargeting to drive additional conversions for their performance campaigns. But performance targeting through real time bidding (RTB) also presents powerful opportunities to find new customers efficiently and at scale. In this session, Scott Linzer will highlight why performance targeting is an effective complement to your search campaigns.
- Speakers:
Scott Linzer, Head of Search Agency Development, Quantcast
Mike Pocci, Director, Digital Media, Rosetta
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| 11:15-11:30am |
Session Interval |
11:30-12:30pm
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Attendees may choose to attend one of five sessions offered during this time slot.
Sponsored Session presented by Internet Marketing Ninjas
Jim Boykin talks about Link Building, Authors, Panda, Penguin, Tools and More
This is a must-see session. Jim will discuss signals that Google looks at when determining if a site will be affected by a Panda or Penguin update, and will explore solutions for affected sites. Jim will also discuss Authorship and how Google uses these signals to evaluate content and links. This session will also offer cutting-edge link-building tips.
Boykin is CEO and Founder of Internet Marketing Ninjas, which has grown from a one-man company founded in 1999, to today employing over 100 in house Ninjas. Ninjas also employs several other well known SEO professionals like Kris Jones, Chris Boggs, Ann Smarty, Joe Hall, Kim Krause Berg among other in-house veterans. In 2012 Boykin acquired several online marketing forums including: WebmasterWorld, ThreadWatch, Cre8asiteForums, and the Developer Shed properties including, SEOChat and Dev Shed.
- Speaker:
Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
Track 2
The RTB Opportunity for Online Marketers: Truths & Myths
Search marketers are best positioned to capitalize on the emerging world of biddable display media, yet are behind their display counterparts in terms of adoption and innovation. Techniques like Search Retargeting offer the first real bridge between the two worlds, but remain misunderstood and under-utilized. Learn what 'retargeting' really is and why most ad impressions are wasted spend, and overcome common challenges faced by the search marketer, such as view-through measurement and display creative. Know what RTB, DMPs, DSPs and FBX could do for you, and leave with practical ideas about how to get started, how to execute and how to measure your display in parallel with search and beyond.
- Moderator:
Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co.
Track 3
Schema and RDF—Secret Weapon for Your Website Architecture
Google continues to offer webmasters more and more options for providing structured data about a website or webpage. This session will discuss why Google does so and - more importantly - how it can help webmasters get more traffic from search engines. This session will discuss specific data vocabularies, Google's latest tools for providing proper structured data and even show case studies of how structured data has provided a marked improvement for an online ticketing, an ecommerce site and other content focused sites. This is a must see session for those wanting actionable items from the conference.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Track 4
The New Inbox: The Intersection of Email, Mobile and Social Marketing
Ready or not, social media and mobile are prompting email marketers to re-examine the effectiveness of their current programs. With new social networks, mobile devices, and mobile apps constantly entering the digital arena, it's easy to feel confused or overwhelmed. This session will provide an opportunity to pause, think, and take action on the intersection of email, social, and mobile. It will:
- Explore how and why the mobile age is transforming the "inbox."
- Explain why your email marketing is a strong foundation for social and mobile marketing success.
- Equip you with ways to immediately optimize for and navigate the social and mobile currents.
Track 5
Offline to Online: Coordinating Agencies, Aligning Campaigns
Digital has not only changed the marketing landscape - digital technologies such as smartphones and tablets have fundamentally blurred the lines between online and offline. Now that users can access information from anywhere, share recommendations, and inform their own purchase decisions in real time, the formats and processes of advertising must also change. Driving this change are the agencies that are able to span not only offline and online media, but also traditional and digital techniques. They need to be fluent in and proficient at using the new tools and metrics, and at correlating the insights and measures of effectiveness across channels. In this way, marketing campaigns can be made more powerful and more relevant at the same time.
- Moderator:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
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| 12:30-1:30pm |
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. After the forum, take your conversation and new contacts with you straight into our networking luncheon where you can continue the discussion!
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| 1:30-2:30pm |
Networking Lunch |
| 2:30-3:30pm |
Attendees may choose to attend one of five sessions offered during this time slot.
Track 1
Spy vs Spy: Key Insights to Outperform the Competition
An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer, and customers to seek. This session will take a close look at the search engine tricks you can use to analyze your competitors' game and also the free and premium tools that are available to deep dive into their strategy. 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.
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Sponsored Session presented by Stone Temple Consulting
Google Penalties: Diagnosis and Recovery
With Google's increased focus on fighting web spam more and more publishers are finding themselves negatively impacted by Google penalties and algorithm changes. Learn how to determine whether you have been hit by an algo change or a penalty, and learn how to recover from it!
- Speaker:
Eric Enge, CEO, Stone Temple Consulting
Track 3
Local Search: Best Practices & The 6th Annual Local Search Study Results
This session will contain examples of brand marketers' and agencies' real-world, field-tested strategies for implementing successful local marketing at a national scale. Additionally, the results of the 6th Annual 15miles/Neustar-Localeze Local Search Study conducted by comScore will be revealed, along with tactics for leveraging the findings.
Some takeaways from the session:
- How national brands can develop local web properties to meet local SEO best practices at scale.
- Review the emergence of mobile searches on a mobile device and tactics for executing mobile-local marketing campaigns.
- Specific local search data for over 15 vertical categories including: pharmacies, doctors & hospitals, banking & finance, restaurants and many more service and retail categories.
- Moderator & Speaker:
Gregg Stewart, President, North America, Geary LSF
Track 4
The Age of Big Data and 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 analyze 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 behavior, 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, analyze, and react to new consumer behavior uncovered by Big Data, with an emphasis on visibility, optimization, and automation.
Track 5
Programmatic Trading: New Display Opportunities
With a third of ads now bought and sold programmatically, advertisers can no longer afford to remain on the sidelines of automated ad buying. But is programmatic buying ready for the big time? Can agencies and brands really buy and manage all their display media buys programmatically across the web, social, video, and mobile? Hear from the CMO of the world's fastest-growing programmatic ad tech company, whose platform evaluates over 10 billion digital advertising opportunities per day, and the head of revenue from the leading Facebook Exchange retargeting company that powers the retargeting for over 1B monthly unique site visitors on Facebook for the world's largest brands. Find out how to apply and measure programmatic buying to improve cross-channel results, reduce costs, and boost ROI. Discover:
- How to use programmatic buying tools effectively.
- What percentage of your ad buys should be done programmatically and why.
- A case study on how BMW deployed programmatic buying to improve offline-online campaign results.
- New near-term FBX ROI data.
- Moderator:
Dax Hamman, Chief Revenue Officer, Chango
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| 3:30-4:00pm |
Afternoon Refreshment Break |
| 4:00-5:00pm |
Attendees may choose to attend one of five sessions offered during this time slot.
Track 1
Breaking Down the Borders: International & Multilingual SEO
Although it seems that the Internet and Web connect the world together, there are many obstacles and conditions that separate the market culturally, technologically, and linguistically. This session examines some of the big issues and will provide tips to help global marketers successfully enter new markets, with a focus on Asia and Europe. Attend this session to learn:
- SEO tips for the Web: site structure and design for international/multilingual sites
- Keyword strategy across the markets
- Duplicate content issues between countries
- Targeting the search engines other than Google
- Integrating Search in the Localization process
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Track 2
Ad Optimization in Multi-Channel Digital Advertising
Marketers have a huge challenge today: how to effectively compete in the world of multi-channel digital advertising. First they need to determine the optimal media mix - taking into consideration search, display and social media - and what each channel brings to the success of the campaign. They are under pressure to continually adjust and improve digital campaigns to drive better performance and ROI. How can marketers update targets, tactics and budgets in the smartest possible way?
Attendees will learn:
- Planning and managing multi-channel digital marketing campaigns, and the role of technology
- Considerations for each channel towards meeting campaign goals and actions
- Best practices for weighing risk and return across various channels
- Rule-based approaches vs. mathematical models
- How does unified campaign management work and is it effective?
- How modeling and forecasting help marketers make educated choices
- How the usage of devices and the ads that run on them must be customized for the device and time of day
- Anticipation of what media will trigger upticks in search traffic (ie upper funnel to lower funnel approach from offine to online)
- How do one's ads need to be adjusted by season/time of day
- Separate/unique metrics by source
Track 3
For Good Measure: Brand Measurement in a Digital World
Of all the dollars spent on branding, companies spend on average only 6-9% on online ads. Of course, that figure is expected to grow, and along with that comes accountability. When it comes to the bottom dollar, advertisers aren't interested in rough estimates or possible outcomes - they just want an accurate assessment on their investment. This session will show how advertisers can effectively measure brands in the digital world, as well as use the data to create better relationships between the brand and its consumer. You will also learn how online measurements are no different than measuring a DR campaign, and marketers will learn the importance of signing off on executions on measurable campaigns.
- Moderator:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
- Speakers:
Aaron Kahlow, CEO & Founder, Online Marketing Institute
Nick Talbert, Associate Vice President, Online Products, MediaMind
Track 4
Screw Link Building, it's Called Relationship Building
Guest blogging is a great way to get both links and content, but bloggers are inundated with emails for pitches. To find and reach prospects before your competitors do, stop focusing on the link and start focusing on the relationship. This session will discuss how to garner better (and more) sources by using LinkedIn, Pinterest, and Twitter, along with some snazzy emailing techniques. It will cover:
- Ways to use LinkedIn, Pinterest, and Twitter as search tools for sources.
- New ways to contact bloggers, such as beginning with Twitter.
- Emailing tactics to increase open and response rate.
- Case studies and examples of successful pitches/campaigns.
- Moderator:
Kris Jones, Chairman, Internet Marketing Ninjas
Track 5
The Rise of Native Advertising: Changing the Online Content Landscape
The bar for creative online advertising continues to be raised, as consumers' content options grow, their time gets more limited and their skepticism of blatant marketing increases. But this is good news for everyone involved: brands will be able to connect to consumers on a deeper level and build loyal and passionate followings, while consumers will continue to be in the driver's seat in judging content of all kinds - paid or unpaid, organic or marketed. The consumer and the brand are more equal than ever before when it comes to content distribution and messaging. This session will discuss:
- How will the rise of native advertising change what metrics brands should look at and the nature of the online content landscape?
- How should brand marketers rethink the content of their campaigns in this new era?
- What metrics are most important with native advertising?
- What are the best platforms for advertiser goals?
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