| 8:00-6:00pm |
Registration |
| 8:30-9:30am |
Morning Coffee |
| 9:30-10:30am |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
Information Architecture for the Modern Website
We all know how to develop sites to be search friendly, but how do we architect sites for the rapidly evolving cross-media challenges of social-media, real-time, and user-generated content. Learn how to design and deploy a next-generation site architecture that maximises your chances of findability no matter where and how searchers look for you.
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
Social Media
Social Media Solutions on a Budget
Don't be frustrated by the overwhelming world of social media marketing! You don't have to be a Fortune 500 company to be social media relevant. Getting your company or organisation started with social media doesn't have to be a pricey proposition. There is a wealth of great free to low-cost tools and strategies that can have you up and running in no time. By leveraging these great resources, you can use social media to drive new business, create awareness, and become engaged with your target audience. You'll learn how to:
- Take advantage of great free and low-cost tools that cover managing conversations, measuring reach and engagement, and developing/publishing great content.
- Leverage lesser-known social media channels to increase exposure and reach.
- Create great social media friendly content to build trust and authority inexpensively.
- Moderator:
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
PPC
PPC Campaign Architecture*
Paid search marketing has been around for over 10 years now, but the core principles can be broken down into three key areas: campaign set up and architecture; bid management/strategy; and optimisation of keywords, creative, and landing pages. Campaign set up and architecture is the bedrock of any PPC campaign. Get this part wrong and you will not see the success/ROI of the other two parts or your campaign as a whole. In this session, you will hear from PPC experts on how to get this key campaign element right and truly set up for success!
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
|
| 10:30-11:00am |
Morning Coffee Break in the Expo Hall (open 8:00am-7:00pm) |
| 11:00-12:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
SEO Tools of the Trade**
If you are responsible for your company's search engine optimisation, then you know that you need all of the various tools of your trade close at hand. This session will describe the tools that will help you to accomplish your tasks including indexing, competitive analysis, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimisation, and much more.
- Moderator:
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
Social Media
Measuring SoLoMo
Mainstream web analytics practices start with your "website" as the locus of reality and tend to focus on a narrow range of behaviours. But as your company embraces a social media presence, mobile platforms, local listings, and click-to-call, a much wider range of analytics data now needs to be considered. What's the best way to track your YouTube channel? Can you easily track social media shares on your website, and what value should you assign to them? Which third-party measures of social influence (e.g., Klout) and social dashboards (e.g., Radian6) are appropriate and useful? What are the top tips for measuring your mobile campaign success using AdWords stats, tailored analytics, and more? Is it advisable to take credit for many secondary measures of success without understanding the revenue impact? This session will bring you up to speed.
PPC
Search Now and in the Future, and the Rise of Performance Display
For years, search has been seen as a true direct-response media that delivers unrivalled performance, whereas display has been used for branding. Now more than ever, search and display are converging. The growth of direct-response display advertising has created endless opportunities to drive incremental performance using paid search advertising techniques and technologies. This session will look at developments in the integration of search and display. It will also examine agency trading desks, advances in technology, real-time bidding, and retargeting across search and display.
|
| 12:00-1:00pm |
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 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 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 luncheon, where you can continue the discussion!
|
| 1:00-2:15pm |
Networking Lunch in the Expo Hall |
| 2:15-3:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
Meaningful SEO Metrics
As knowledge of SEO practices moves from the offices of the optimisers to the board room, the standard metrics used by the practitioners of this former dark art are straining under the weight of the all-powerful bottom line. The days when upper management was impressed by subtle changes in Page Rank have been replaced by questions of LTV and ROI. As more resources are being dedicated to creating the perfectly optimised and keyword-rich landing page, C-level executives are demanding proof of the return that they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages, or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
Social Media
Social Media Marketing: Killer Advertising Tactics
What can you do with a social network like Facebook, which has over 700 million members? And how can you leverage LinkedIn to generate targeted conversations with an interested and relevant audience—both online and offline? Find out as these accomplished marketing experts share their killer tactics for harnessing the real marketing and e-commerce potential of advanced social media advertising. Find out what some of the most successful social media marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.
PPC
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 resources in the optimal way? This session will share a case study that provides a holistic understanding of customer behaviour across all digital channels (bought/owned/earned) in order to optimise future efforts.
- Moderator:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
- Speakers:
Thomas Bindl, SES Advisory Board; Founder & CEO, Refined Labs GmbH
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
|
| 3:15-3:45pm |
Afternoon Break in the Expo Hall |
| 3:45-4:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
Understanding User Behaviour and Increasing Site "Stickiness"
If there is one sector where SEO is absolutely critical to success, it's online travel, which is as fast paced and exciting as it has ever been. With the help of white-label partners, who have extensive travel databases, barriers to entry in the market are low; however, barriers to success have never been higher. With the proliferation of travel websites, SEO has a crucial role to play in ensuring that a site is clicked on before its competitors.
User behaviour plays a huge part in SEO, and it is imperative that website owners increase the amount of time visitors spend on pages. This session will explain how and why SEO links to brand building and goes beyond merely increasing visitor numbers. It will also explain how sites can be designed to ensure "stickiness," offering tactics for keeping visitors on your site as long as possible.
Social Media
Why Content Strategy Is Crucial for Social Search*
Content strategy seems to be the new buzzword of the moment, but just like social media, it's nothing new.
Without content, social media would fall flat. It's what makes social media rich and infinitely shareable. A content strategy is crucial when it comes to being effective not just in the social media space, but also in the integration of social media and communications (both off and online), which has a great impact on a brand's search profile.
We all know that search is incredibly important for attracting a new audience, helping campaigns succeed, and managing crises. With search engines increasingly including richer content in listings and social networks opening up for search engines, how can you ensure that your brand has a visual presence in search? How should this tie in to what you are doing elsewhere on the web?
Search engines and social networks are intrinsically linked, and brands looking to be head-and-shoulders above their competitors need to produce rich and shareable content that is complemented on all of its digital touchpoints.
PPC
Conversion Optimisation
Conversion rate optimisation is one of the most effective ways to grow a web business, but only if you do it right. In this session, you'll learn exactly how to change your website to achieve the quickest increases in profit in the shortest time.
- Moderator:
Loren Baker, VP of Marketing, BlueGlass Interactive, Inc.
- Speakers:
Ben Jesson, CEO, Conversion Rate Experts
Craig Sullivan, Group Customer Experience Manager, Belron International
|
| 4:45-5:00pm |
Session Interval |
| 5:00-6:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
SEO
SEO Is Dead. Long Live SEO!
SEO is dead... No, it's not... Yes, it is! This has been an ongoing debate for quite some time now. So what's the truth? Does SEO still give you the necessary oomph to rocket you up the search engine charts like it used to? Or is SEO a just-in-case best practice routine these days? Can anyone prove it does work; can anyone prove it doesn't?
We have a panel of experts for you to agree with—or disagree with. It's a totally open discussion and it's led by the most important person in the room: You! We need your real world experience, opinions, and feedback.
This is the perfect primer leading directly into the infamous Black Hat, White Hat Unconferenced session.
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
Social Media
Cross-Channel Reputation Management
Every day your potential customers are deciding whether to do business with you based on what shows up in Google's search results. A single negative review of your company, a blog post from an unhappy customer, or a 140-character tweet can result in millions of pounds in lost sales.
With so many channels to manage, how do you protect your brand? This session will focus on key strategies you can implement to successfully manage your reputation and head off any trouble before it occurs.
- Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
SEO Spotlight:
Getting to Grips with HTML5
Get up to speed with HTML5. Lean what it is, how its features can ease your SEO efforts, and how Google Search works with the latest developments.
- Speaker:
Maile Ohye, Senior Developer Programs Engineer, Google
|
| 6:00-7:00pm |
Black Hat, White Hat: Unconferenced
Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws; they are what they are—guidelines. Do we really have to stick to them? What if we find a loophole or two and can get better results if we go under the wire? Of course, this would mean that only some of us were playing by the perceived rules. White-hat practitioners may find a black hat standing on their head and pushing them down the charts. With search and social strongly tied together, there are many more creative ways to circumnavigate the guidelines. Should anyone care anymore whether it's black hat or white hat to get results?
Join us for our unique unconferenced session. No formal presentations—and all with a glass of your favorite beverage in your hand, of course!
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