| 8:00-6:00pm |
Registration |
| 8:30-9:30am |
Morning Coffee |
| 9:00-10:00am |
Conference Welcome & Morning Keynote
Business Optimisation in a Digital Age
 We were promised that Marketing one day would become rocket science. Well, we are almost there! Search continues to become more complicated, and more exciting. Then there's Social and Email and Display and Video and... so many more things. It is hard to understand how to do one thing right, much less try to do all of them right. In his exciting keynote Avinash will share his unique perspective on balancing multiple media channels, leveraging super awesome metrics, grounding your digital existence in driving economic value, and leveraging the Clear Line of Sight model to ensure you are optimising across all four of the most important business drivers (come to the keynote to learn which four!).
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| 10:00-10:30am |
Grand Opening of the Expo Hall (open 8:00am-6:30pm) |
| 10:30-11:30am |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
11 Ways to Be Invisible to Search Engines*
Search engine visibility today entails a lot more than just tweaking keywords to rank well in the "ten blue links" for core keywords. Blended results, plus increasing sophistication in search algorithms, make one-dimensional tactics obsolete. Companies should take a 360-degree approach to search engine visibility. Unfortunately, many do just the opposite: they don't stand up to be counted, and competitors get all the attention.
This session lightheartedly pokes fun at companies who seem bent on doing whatever it takes to remain invisible online. By resolving to do the opposite of what these companies are (or aren't) doing, you're guaranteed to come away with at least three urgent "to-do's" for your 2012 digital marketing plan. This session also explains why marrying a 360-degree approach to a strategy of "giving away more" to those who can find you actually reduces your long-term dependence on heavy media spending.
- Speaker:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
PPC
Landing Page Optimisation
Getting someone to come to your website is only half the battle. Once visitors arrive, the landing pages are a crucial component in moving them to act. If your conversion rate is too low, you are literally turning away business. This session will give you a crash course in how to tune and tweak your key web pages to get the conversion.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
Kick Start
Introduction to 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. This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, non-technical language, you'll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.
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| 11:30-11:45am |
Session Interval |
| 11:45-12:45am |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
Key Link Building Strategies
Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.
- Moderator:
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
PPC
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
- Moderator:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
- Speakers:
Dan Robins, Head of Paid Search, Carat
Ann Stanley, Managing Director, Anicca Digital Solutions
Kick Start
Google Analytics Basics—Implementation and Analysis Strategies*
The real gems that can be mined from web analytics data can only be found through proper implementation (i.e., getting the data you need) and proper analysis methods (e.g., advanced segmentation). Learn some simple yet powerful ways to configure Google Analytics tracking for your own site or for clients, and then see how to segment your data to discover actionable insights.
|
| 12:45-2:00pm |
Networking Lunch in the Expo Hall |
| 2:00-3:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
The Business of SEO
Running and growing an SEO business (whether it's an agency or in-house department) is rarely covered on the conference circuit. New to the SES program is a session that covers all aspects of the business of SEO, from major areas of new business-pitching, client retention, and maintaining existing clients-to scaling up and managing your workforce.
Winning SEO business is no longer about promising high rankings; it's about generating conversions. Knowing how to get to number one in the SERPs might be your area of expertise, but knowing how much that position and traffic is worth is the real backbone of SEO.
Yet, to run a successful SEO agency or team, not only do you have to attract clients, but you also have to know when and how to scale up, manage projects and people, outsource, and let people go.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
PPC
PPC Tools of the Trade
The competition is fierce in paid search! From small in-house accounts to accounts with millions of keywords, it's the new advances in SEM technology that could make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, and save your team hours of time every week? In this panel, top paid-search-tool experts will showcase their latest features in bid management and campaign workflow efficiencies, and reveal what the future holds for the industry.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
- Speakers:
Thomas Bindl, SES Advisory Board; Founder & CEO, Refined Labs GmbH
Alistair Dent, Head of PPC Training, Periscopix
Andy Mihalop, Head of Search and Biddable Media, Moneysupermarket
Kick Start
A 13-Step Checklist to #Jumpstart Your Social Program*
Social media can be a very effective way to drive up engagement, reduce costs, and increase "attributable revenue." Many businesses have initiated social media programs, but only a few have been able to drive the promised returns. Join us for a 13-step approach to improving your social ROI. After a session full of lessons, tips, and practical case studies, you will have actionable ideas that you can apply to your own business.
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| 3:00-3:30pm |
Afternoon Break in the Expo Hall |
| 3:30-4:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
Site Redesign? Don't Forget SEO Migration!*
Companies often implement new content management systems and website redesigns without considering the effect on their search engine visibility. Numerous websites have suffered dramatic drops in search engine traffic due to an insufficient SEO migration plan, or no plan at all.
This session will provide website owners with best practices for mitigating negative SEO effects of a website redesign, new content management system implementation, or aggregation of multiple websites. If your business is planning on making website changes that will affect content, URLs, or templates, this is a must-attend session.
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
PPC
Is Retargeting/Remarketing Right for You?**
You spend a lot on paid search and invest hundreds of hours into your SEO. Search traffic is among your best converting traffic because the consumer is hunting for what you've got. Yet, depending on your site and keywords, it's likely that 80 to 98 percent of search visitors leave without making a purchase, becoming a lead, or making contact with you via phone or social media. All is not lost; technology offers additional opportunities to communicate with consumers even if they never registered on your site.
Remarketing, also known as retargeting, is a technology that allows marketers to show their ads to former site visitors while visitors surf elsewhere on the web. It sounds very simple; however, a lack of awareness around the technology has ruffled some feathers in the industry.
In this session, you'll learn the success factors for retargeting. In addition you'll learn how to execute a campaign that balances the amazing yet anonymous intent information gleaned from search terms against the "creepy factor" of running retargeting ads that make some consumers feel violated.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
Kick Start
Introduction to PPC
Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what's available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.
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| 4:30-5:30pm |
Meet the Experts: Round Table Forum**
Join us at our ALL NEW "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 the expo hall for our networking cocktail reception where you can continue the discussion over a few drinks.
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| 5:30-6:30pm |
 Networking Cocktail Reception in the Expo Hall |
