| 8:30-3:30pm |
Registration |
| 8:30-9:30am |
Morning Coffee |
| 9:30-10:30am |
Morning Keynote Panel
Google+ Search Your World | Search And Social Flux | It's An Evolution
Recently (and once again), the FTC made it known that they were deepening their investigation due to Google launching their Search Plus Your World product. What's the big deal this time? Well, when you search at Google you now get content from Google+ thrown into the mix to put the results into a social context.
But wait a minute. This already sounds familiar. Facebook and Bing are aligned with each other for just that reason. Bing powers Facebook search and Facebook content is integrated into Bing's results. In just the same way they're serving up results in a social context.
However, this is a natural evolution driven by end users looking for a much richer experience. Just because Google is known as the number one web search engine does not mean that they should be relegated to that position in perpetuity. Does it? What's wrong with them getting out of their nineties web crawling routine and into something a little more relevant and in demand like social search?
By developing a social graph Google is developing a new platform for search. So now, when you search for something, instead of a bunch of links to non verified data you get verified information from your friends via their +1 votes, ranking, rating and general feedback surrounding those results or simply the specific query. Should Google be able to play the field in the new world of social search? Or not?
Join the big debate with our panel
- Moderator:
Mike Grehan, Global VP Content, SES, Search Engine Watch, ClickZ
|
| 10:30-10:45am |
Session Interval |
| 10:45-11:45am |
Attendees may choose to attend one of the three sessions offered during this time.
Local/Mobile
Developing an Integrated Mobile Marketing Strategy**
Do you want to learn smart mobile marketing strategies that are effective for converting mobile traffic with mobile SEO, PPC, and applications? Do you want to develop action items for developing, launching, and tracking an integrated mobile marketing strategy?
This session will help you understand how mobile marketing fits into the traditional and online marketing mix and determine what marketing strategy is most appropriate for your business. It will provide tips for updating existing sites to work on a variety of mobile devices and will expose the major online marketing mistakes that are being made by some of the top mobile marketing agencies.
You will walk away with a clear understanding of actionable mobile SEO best practices including mobile site architecture and local and universal SEO tactics that work in a mobile application. You will also know how to author metadata that is compelling in mobile search results.
Hot Topics
Competitive Analysis
What can you learn from the external links to your rivals in the top 10, and how can this knowledge be used to beat the competition? This session will show you how link-building research can help you devise your own efficient link-building strategy without doing all the work your competitors have done.
Competitive analysis can also unearth serious misuse of brand search terms by counterfeiters. You will learn how one luxury brand combined smart campaign analytics with a brand-protection strategy to defeat counterfeiters exploiting web search, PPC campaigns, and social media.
Accelerator
Advanced Keyword Modeling**
Google Instant's and Bing's intent-based results are creating a need for a new generation of keyword research, expansion, and modeling techniques. This session will offer ways to integrate data from search, social, and traditional media to identify new opportunities and revenue streams.
- Moderator:
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
|
| 11:45-12:45pm |
Networking Lunch |
| 12:45-1:45pm |
Attendees may choose to attend one of the three sessions offered during this time.
Local/Mobile
Local and Social: Maximising Visibility Across the Web
Clearly, two of the hottest categories in online marketing are local search and social. Find out which data feed services work best for mass local listings online and on the mobile web, as well as which social networking features have the most effect on local marketing. From geolocation social media with FourSquare to local search marketing with Google Places, this session will offer key strategies for maximising visibility on the local search and social web.
Hot Topics
Developing a Video Optimisation and Marketing Campaign**
The Internet's second most popular search engine can be a tough Tube to crack, but not with this advanced team of video SEOs and marketers. Do you really have to blend an iPhone or sit on a horse backwards pitching shower gel to have a successful video marketing campaign? This session will answer these questions and more by sharing successful video marketing case studies, specific advanced optimisation tactics, and YouTube networking advice that can help boost your next video marketing projects to the next level.
- Moderator:
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
Accelerator
Advanced Link Building Strategies
Link building has always been one of the most important and challenging aspects of SEO. Today, the complexities are even more profound due to social signals, which are yet another type of link. What is advanced to some is child's play to others, and identifying what works for you can be a challenge. From link baiting to testimonials, content distribution to widget distribution, we will look at what works and what doesn't, whether bad links actually exist, and how we can strip the wheat from the chaff to develop a good link-building strategy.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
|
| 1:45-2:00pm |
Session Interval |
| 2:00-3:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Local/Mobile
Search on Mobile Devices: The Next Frontier**
Mobile advertising is one of the fastest media growth areas in the UK and, as in traditional online spend, search occupies a large proportion of this budget. Mobile advertising spend is expected to increase by 80% to $2.61 billion in the US alone in 2012 and 85 million tablet PCs are predicted to be sold.
It is clear that the age of mobile is here. However, many businesses are still playing catch-up and lack the understanding of what consumers expect from them on mobile and tablets.
In this seminar, you will hear from a range of client examples, including The Perfume Shop and Papa John's Pizza, to explain how an innovative paid search programme can help brands harness the full power of mobile. In the session the speakers will:
- Explore consumer behaviour on mobile and tablets
- Explain how to attract customers (both online and in-store) through mobile paid search
- Show how brands have stayed ahead of the curve when it comes to attracting and engaging customers through mobile search
- Provide practical advice on how brands can achieve powerful results in a market that is constantly evolving
- Speaker:
Sri Sharma, Founder and Managing Director, Net Media Planet
Hot Topics
How to Drive 51%+ Engagement Through Email Marketing
You can drive engagement through relevant messaging. Businesses can strive to create connections with those that they serve if they follow some key principles to improve their email-marketing program. Businesses have driven improvement by focusing on timing, tone, format, preferences, and follow through. Join us for a case study based session where you will be taken through specific tactics used by a retailer, a cataloguer, and a financial institution to drive a significantly higher level of engagement.
Accelerator
PPC Beyond Search: New Ad Formats, Display, and Social
For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of ad types such as search retargeting and Yahoo!'s SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. How should marketers prioritise efforts? This session will bring marketers up to speed on these issues, and also cover what tools and skill sets are needed to manage and report on results from multiple search engines and even Facebook.
- Moderator:
Loren Baker, VP of Marketing, BlueGlass Interactive, Inc.
|
| 3:00-3:30pm |
Afternoon Break |
| 3:30-4:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Local/Mobile
Tablet Display Advertising: Challenges and Opportunities**
With the launch of the iPad 2 and a suite of Android tablets, it is safe to say that tablet display advertising offers marketers a very unique and totally new medium of mobile engagement with consumers. Given the rapid growth in the use of tablets, advertisers would be wise to incorporate tablet advertising into their marketing plans. But tablet advertising is not without its challenges. What is the best way to deal with these new advertising platforms and networks in this post-PC medium? In this session we will address solutions to this and other challenges in this new and burgeoning marketplace.
Hot Topics
Crossing the Digital Divide: The Leap from Search to Display
Many advertisers who embrace the highly measurable, highly efficient world of search engine marketing remain on the sidelines in display. Historically, display advertising has lacked the targeted pricing, placement, and ROI of search. The advent of new display optimisation technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. Demand-side platforms, in particular, offer advertisers better control over pricing and targeting, and power these advantages by creating advertiser-specific algorithms. (That's a shift of power that search marketers can definitely appreciate!) This session will offer an introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to make a foray into exchange-traded display to broaden their media mix.
- Moderator:
Jon Myers, SES Advisory Board; Director, Account Management, Yahoo! UK & Ireland
Accelerator
Duplicate Content and Multiple Site Issues
More and more site owners are concerned that they might be penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session will take a look at all the various options available to address duplicate content.
- Moderator:
Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing
|
| 4:30-5:15pm |
Wrap-up Session/Open Forum
Details to follow. |
