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SES New York 2013 - Day 3 Agenda

Thursday, March 28

8:30-2:30pm Registration
8:30-9:30am Morning Coffee

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

Track 1
Enterprise-Level SEO Tactics
This session is designed to meet the specific challenges of large-enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions, of pages); the challenges of educating key stakeholders, including budgeting issues; and implementation hurdles common to large organizations, such as CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise-level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise-level organization with a lot of moving parts, this is just the session for you!

  • Moderator:
    Anne F. Kennedy, President, Author and International Speaker, Outlines Venture Group
  • Speakers:
    Martin Macdonald, ,
    John Shehata, Executive Director, Search, ABC News

Track 2
Next Generation Paid Search Strategies
Many marketers miss easy wins. To win with your paid search strategy, you need to execute your campaign using best practices. These include having the right level of keyword depth, the optimal mix of match types, well-written ads, optimized landing pages, and an account structure that maximizes your possible quality score. Are you optimizing the mobile and tablet opportunity? Do you need a tactical bidding strategy? If you're an advanced search marketer, you should also consider segmentation models to truly outwit the competition.

This session will cover all this and more. You will leave with a homework assignment that will increase your chances of getting a promotion and a raise.

  • Moderator:
    Noran El-Shinnawy, Director of Marketing, Onestop
  • Speakers:
    Bill Mungovan, Director of Product Strategy, Advertising Solutions, Adobe
    David Szetela, Author, Speaker and Consultant,

Track 3
Social Media Meet ROI: The Secrets to Driving Social Commerce
Social media and SEO have become forever linked. This session will take an in-depth look at social media channel awareness, content creation, and KPIs. Key takeaways will be:

  • Ways to use social listening to help build your content calendar. Find out where conversations are happening-around your brand, competitors, or industry-and in what channels.
  • Questions your audience is asking and the answers consumers are demanding. Learn how to build an engagement strategy around your social actions.
  • Ways to plan your social media marketing strategy and measure success.
  • Tools to align your social strategy with existing and departmental goals.
  • Examples of social media channels that can help drive your ROI.
  • Increasing discoverability in search of your social media content.
  • Maximizing the impact of social extensions on search ad performance and conversions.
  • Learning how Social Reports in Google Analytics can help to quantify that impact.
  • Learning how Ripples can be used as a tool to see how your content is being shared and to help identify brand advocates.
  • Moderator:
    Mel Carson, Founder and Principal Strategy Consultant, Delightful Communications
  • Speakers:
    Tami Dalley, Sr. Director, Analytics and Insight, Salesforce Marketing Cloud
    Deitra Mara, Head of Social Solutions, North America, Google

Track 4
Creative Content Marketing: Winning Hearts, Minds and 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 and this session will help delegates 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 5
Bringing Together Paid, Owned, Earned Media
Invisible lines exist between paid, owned and earned media. Paid media marketers are focused on driving direct response and quantifying immediate return. Owned media pros are concerned with site structure, content creation, display messaging and audience retargeting, while still striving for cohesive integration among all available business assets. Earned media gurus want to create long term engagements with their audiences via social media channels and develop a trusted network of influencers to help provide quality references back to their own respective sites. Paid and owned often live on the marketing team, but earned reside with communications or PR. Yet while many of the strategies between 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, Andrew Beckman shows attendees how to intertwine paid, owned and earned media strategies to create an integrated digital marketing approach.

Attendees discover how to analyze PPC keywords and adjust for SEO linking strategies; how to maintain universal messaging for ad copy, landing pages and meta descriptions; how to use content and social influencer outreach to increase social signals that help drive organic rank; how to increase keyword saturation using PPC data; how to turn the disadvantages of SEO into advantages of PPC, and vice versa; and how to use social media use insights to improve targeting on display campaigns. Additionally, attendees learn how to properly tag web analytics for both paid, owned and earned traffic and how data can be applied to all campaigns. Using the knowledge gained in this session, attendees are able to develop a comprehensive digital marketing strategy on all fronts.

Session Objectives:

  • Learn how to analyze PPC keywords and adjust for SEO linking
  • Discover how to increase organic keyword saturation using PPC data
  • Learn to maintain lasting SEO ranking and increase PPC effectiveness
  • Learn how content and social media drive SEO rank
  • Speaker:
    Andrew Beckman, CEO, Location3 Media
10:30-10:45am Session Interval

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

Track 1
High-Impact Search Campaigns with Adwords
High impact search campaigns are not for the weak-hearted. With new enhanced campaigns, retargeting, display, and mobile options, advertisers have the ability to design and target campaigns with amazing granularity - and with impressive results. Make sure you capitalize on Google's new "Enhanced Campaigns" retaining the power of segmentation within the new campaign structures to the extent allowed.

This session will explore:

  • Opportunities for heavy-hitters with enhanced campaigns
  • Google Analytics + Google remarketing visitor and user behavior segmentation
  • Best kept secrets to display advertising no one wants you to know
  • Mobile tips and tricks to get immediate results
  • Best practices in segmentation and personalization for profit maximization
  • Moderator:
    Andrew Goodman, ClickZ Live Advisor & President, Page Zero Media
  • Speakers:
    Kevin Lee, Founder & CEO, Didit
    Lisa Raehsler, Founder, Big Click Co.

Track 2
Activating the Social-Search Dynamic
Brands that seek performance from social media must embrace the dynamic between social and search. If search marketing is all about delivering value from consumer intent, social is about delivering value from consumer interest. Search marketers must understand the dynamic between search and social where interest begets intent, and intent reinforces interest. This presentation will discuss:

  • How to develop an integrated social-search strategy.
  • Key points of crossover between search and social marketing.
  • Ideas for achieving synergy and efficiency between both channels with actionable strategic frameworks.
  • The importance of combined measurement and analytics strategy.
  • Client examples from some of the world's most revered brands.
  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Dan Cristo, Director of SEO Innovation, Catalyst Online
    Duane Forrester, Senior Product Manager - Webmaster Outreach, Bing

Track 3
SEO in the Age of Apps
How has the evolution of mobile apps changed search? Niche mobile search apps are supplying consumers with options to find what they're looking for faster and more efficiently than ever before. To make the most of this opportunity, marketers needs to rethink their approach and expand their efforts beyond the mobile browser.

  • In this session, Rachel Pasqua, VP of mobile at iCrossing leads an exploration of the most important native search applications on the market and discusses strategies for optimal visibility within each.
  • Attendees will learn which native search apps are most important for their vertical and how to leverage them as we discuss methods for achieving visibility within each.
  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Rachel Pasqua, VP, Mobile, iCrossing
    Adam Whippy, Group SEO Director, 360i

Track 4
Deliver, Engage, Transact: 11 Absolutes for Email Engagement
How do you ensure delivery, drive double-digit conversion and engage your consumer across multiple channels? With email, a very personal channel, you can do so by leveraging the power of mobile, mobility, and social media. This session will present case studies of B2Bs and B2Cs that have driven over 70% engagement, and 11 proven tips to enhance consumer engagement, build up preferences, and create brand ambassadors.

  • Speaker:
    Sundeep Kapur, Author, Email Yogi

Track 5
Web Analytics Deep Dive
You have basic goals set in your analytics software, but how do you find those nuggets of information that can really help you take your Web strategy to the next level? Do you find yourself wishing your conversion rate was higher? Do you need to know how to keep visitors from leaving your conversion funnel?

This session will help you learn:

  • How to segment your visitors for meaning and intent
  • How to tell a story with your visitor data and custom events
  • How to calculate ROI against your business objectives
  • Moderator:
    Jamie Smith, CEO, Strategy Analyzer LLC
  • Speakers:
    Josh Braaten, Associate Director of Inbound Marketing, Collegis Education
    Thom Craver, Director of Analytics, Acronym
11:45-1:00pm Networking Lunch

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

Track 1
Search Marketing Power Tools Set: SEO and PPC
Whether you're new or a long time search marketer, tools are critical for improving SEO and PPC efficiency, effectiveness and scale. The problem is, the web is flush with search marketing tools. Which are the best for you? This session will spotlight the most important tools to accomplish all aspects of your search marketing program from competitor and keyword research, on-page optimization, link building, landing page testing, web analytics, bid management and more.

  • Moderator:
    Michael Bonfils, CEO, SEM International
  • Speakers:
    Paul Corkery, Bing Ads Product Manager, Microsoft
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.

Track 2
Paid 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:
    Noran El-Shinnawy, Director of Marketing, Onestop
  • Speakers:
    John Gagnon, Bing Evangelist, Microsoft
    Crispin Sheridan, Vice President, Digital Scale & Operations, SAP Experience

Track 3
Feed Your Way to the Top of Local Listings!
97% of consumers search for local businesses online. And most local companies depend upon various directories in order to promote themselves and be found. But there's more to it than having a name, address and telephone number on a local listing these days. Your potential customers are searching in real time and want their results to be up to date and fresh as a daisy. This is a primary reason to keep your product feed updated with as much information as possible to enhance your listing and impress your customers. In this session learn how to optimize local listings to ensure your business wins the online search battle!

  • Moderator:
    Gregg Stewart, Founder & President, 3rd Act Marketing
  • Speakers:
    Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing
    Steve Sherfy, Insights, GroupM Next

Track 4
Putting Your Money Where it Counts: Smart Attribution Modeling
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 realizing 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:
    Thom Craver, Director of Analytics, Acronym
  • Speakers:
    Alex Porter, President, Location3 Media
    Seth Sarelson, Co-Founder & Chief Operating Officer, Revtrax

Track 5
Harnessing the Power of B2B Video Marketing
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:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    Austin Craig, Spokesman, Orabrush
    Judith David, Account Executive, Business & Industrial Markets, Google
2:00-2:15pm Session Interval

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

Spotlight Session
Filthy Linking Rich: Killer Link Building
Link building is a core component of SEO. You still need links in order to rank well and drive targeted traffic. This session will cover how links currently influence the algorithms and will show you how to build links through social media and content generation. We will also address:

  • Free and paid linking tools
  • Issues that may affect how your pages rank
  • Foundational, media and universal link building tactics
  • Moderator:
    Bill Hunt, President, Back Azimuth Consulting
  • Speakers:
    Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
    Marcus Tandler, CEO/Partner, Tandler.Doerje

Spotlight Session
Facebook Graph Search and its Impact on Reputation Management, Privacy, Local Search and More
Facebook Graph Search is an incredibly important step for the social network. If executed properly, Facebook could take market share from Google while also providing a sustainable revenue source. But Facebook contains so much personal information that it needs to be extremely careful about surfacing the right information without angering its users. In addition, how does Graph Search really work? Attend this session to learn the nuts and bolts and hear some of the findings from hundreds of Graph Searches - findings that could impact users, SEO's, parents, marketers, local businesses, and more. The goal of this session is to base the content on actual use versus opinion or theory, and some of the topics will include:

  • Real Privacy Concerns
  • Online Reputation Management
  • Local Graph Search
  • Autocomplete in Graph Search
  • Graph Search ranking factors will be discussed, based on heavy analysis of local search rankings.
  • Moderator:
    Danny Goodwin, Associate Editor, Search Engine Watch
  • Speakers:
    Glenn Gabe, President, G-Squared Interactive
    Clayburn Griffin, Sr. SEO Content Strategist, 360i

Spotlight Session
Optimizing Conversion from Strategy to Execution—The Three Keys to Success
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:

  1. 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.
  2. 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.
  3. 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:
    Lisa Flosznik, Senior Manager, Web Marketing: Testing and Optimization, Adobe

Spotlight Session
5 Trends Marketers Shouldn't Ignore
Industry is constantly evolving and we must evolve with it. Intel's social media innovator Ekaterina Walter talks about 5 key trends marketers must pay attention to in 2013, how they will impact your business, and what you can do to incorporate them into your strategies.

  • Speaker:
    Ekaterina Walter, Social Media Strategist and Innovator, Intel

Spotlight Session
Follow, Reach, Convert: Smart Retargeting/ Remarketing
As many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. This has led a rising number of advertisers to explore remarketing. Also known as retargeting, the approach allows marketers to show their ads to former site visitors while those visitors surf elsewhere on the web. It sounds very simple; however, in the early rush to embrace remarketing, many brands are wasting budget on ineffective or lazy approaches.

In this session, experts will share their experiences with remarketing and the impact it has had on advertisers' overall ROI. Audience members will leave with a sense of what to do-and what not to do-when executing remarketing campaigns. Whether it's search retargeting or site retargeting you are working on, this session will cover what you need.

  • Moderator:
    Greg Jarboe, President & Co-founder, SEO-PR
  • Speakers:
    Adam Berke, President, AdRoll
    Kimm Lincoln, VP of Digital Marketing, Nebo Agency
‹ 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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