| 7:30-6:30pm |
Registration |
| 8:00-9:00am |
Morning Coffee |
| 9:00-10:00am |
Conference Welcome & Morning Keynote
Business Optimization 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 optimizing across all four of the most important business drivers (come to the keynote to learn which four!).
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| 10:00-11:30am |
Grand Opening of the Expo Hall |
| 10:00-6:30pm |
Expo Hall |
| 11:00-12:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO
The Tools of the Trade for SEO**
If you are responsible for your company's search engine optimization, 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
- Diagnosing and remedying problems
- Page and site level information
- On-page optimization and much more
- Moderator:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
Paid Search 
Paid Search Competitive Analysis**
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. In this session, we'll take a close look at what tricks you can use with search engines to analyze your competitors' game and also what free and premium tools are available to deep dive into their strategy. After attending this session, you'll have the skills to easily discover:
- What keywords your competitor is targeting
- How much your competitor is spending on ads
- What opportunities your competitor is missing
- Moderator:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
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Sponsored Session
Social Media as a Performance Channel with Google Analytics
Social media has changed the way we shop and interact with brands, but marketers still lack a clear way to measure how their social investments lead to more sales. According to MarketingSherpa, only 20% of CMOs think social media marketing produces measurable ROI, while 62% consider it to be a promising tactic that will eventually yield ROI.
The good news is that better measurement can help marketers make smarter decisions about their investments in social. Vanity counters, such as friend counts and reshares, can be augmented with bottom line metrics like conversions and purchases, allowing marketers to measure true social ROI of each campaign and compare the effectiveness with other channels.
Join Phil Mui, Group Product Manager and Ilya Grigorik, Lead Engineer to learn how to tie the influence of the social web to the metrics you care about using in Google Analytics.
- Speakers:
Phil Mui, Group Product Manager, Google Analytics
Ilya Grigorik, Lead Engineer, Google Analytics
Accelerator
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 optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. In this session you will hear:
- An Introduction to DSPs and ad exchanges
- An overview of the new display optimization technologies
- Sage advice for experienced search advertisers who want to take a first foray into exchange-traded display
Kick Start
Search Engine Marketing 101
This introductory session will provide a clear and concise overview of the key concepts involved in search engine marketing. This is a must-attend basic session for anyone new to SES events. A few of the topics that will be covered include:
- What are the major search engines?
- How can you best optimize them to gain "natural" or "organic" traffic without cost?
- How can you achieve top ranking or placement by utilizing search engine advertising opportunities?
- Speaker:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
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| 12:00-1:15pm |
Networking Lunch |
1:15-2:15pm
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Attendees may choose to attend one of the five sessions offered during this time.
Sponsored Session
No BS Link Building for E-Commerce Sites
Building links to e-commerce sites has always been difficult. Old school link building strategies are losing their effectiveness and every algorithm update forces e-commerce sites to work harder for their rankings. White hat, quality link building strategies are what you need to gain sustainable search engine rankings for your e-commerce site. This session focuses actionable, concrete strategies from the point of view of a couple of link builders working in the trenches. This session will be a clear, undiluted presentation of what is and what is not working in the world of e-commerce link building.
Paid Search
The Tools of the Trade for Paid Search**
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. There are 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 the very latest in:
- Bid management
- Campaign workflow efficiencies
- Predicting what the future holds for the industry
- Moderator:
Marc Poirier, Co-Founder and VP Marketing, Acquisio
SO/LO/MO
The Psychology of Social Commerce (Do Not Be Afraid!)*
To market effectively in today's social commerce world, you must understand how your potential customers are behaving online. How well do they see and understand your product information? Just how important are those online product reviews? How do social rules and subconscious needs figure into the mix? How do the buying habits of family and friends influence potential buyers? What explains the popularity of the discount member sites? How do you overcome the repeat "trusted brand" purchase? How do you capitalize on the consumer trend of sharing good deals within the community? It sounds like a lot to cover but in this jam-packed session you will have all of this demystified for you by our esteemed panel of social commerce experts!
Accelerator
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.
- Moderator:
Heidi Cohen, President, Riverside Marketing Strategies
- Speaker:
Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!
Kick Start
The Basics of 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 optimization will help you position your website properly to be found at the most critical points in the buying process. This SEO overview, in clear non-technical language, will help you understand:
- What the search engines are looking for
- How the principle of building your site for your customers will also please the search engines
- The latest optimization trends
- The best practices necessary to make an immediate impact on your internet presence and website profitability
- Solo presentation by:
Matthew Bailey, SES Advisory Board; President, Site Logic Marketing
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| 2:15-2:45pm |
Afternoon Break in the Expo Hall |
| 2:45-3:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
SEO
SEO Competitive Analysis**
Competitive Analysis is one of the most important and informative components of an SEO strategy. Your competitors are a wealth of free information. From determining which links are providing your competitors with the most value, to deciphering what their most profitable keywords are, with the right systems in place you'll be able to capitalize on their mistakes and learn from their successes.
This session will cover:
- On-site competitive analysis: Analyzing the structure of your competitors websites, the keywords they are targeting and how they are optimizing their content.
- Off-site competitive analysis: Analyzing how they are participating in key social networks, what their link building strategy is and which content has performed the best/worst for them.
- Competitor monitoring: What types of trends should you be on the lookout for? What tools are best for keeping track of what your competitors are doing?
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Sponsored Session
Details to follow.
SO/LO/MO
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 organization 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.
Accelerator
Protecting High-Value Branded Search Terms**
Online marketing executives from two successful ecommerce companies will present case studies about going on the offensive to identify and stop illegal use of their companies' brand search terms. These marketers ferreted out counterfeiters and in some cases, affiliates who siphoned off traffic from PPC campaigns. In this session you will learn:
- How to reduce your PPC campaign cost by up to 40%
- How to increase new customer traffic
- How to eliminate hundreds of illegal competitors
Kick Start
A Beginner's Guide to Paid Search
Paid search advertising provides visibility in search engines at a cost-per-click. Every major search engine offers a paid placement program. This introductory session will teach you how to kick-start a successful paid search advertising program and will focus on the critical components of paid search including tips for:
- Keywords
- Ad Copy
- Targeting
- Optimizations to achieve the best results
- Solo Presentation by:
Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co.
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| 3:45-4:00pm |
Session Interval |
| 4:00-5:00pm |
Attendees may choose to attend one of the five 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 maximizes your chances of findability no matter where and how searchers look for you.
- Solo presentation by:
Shari Thurow, Founder & SEO Director, Omni Marketing Interactive
Paid Search
Audience Choice Winner: Housekeeping for SEM
This session, originated by our Audience Choice contest winner, will explore the logistics of tracking and organizing your SEO and PPC accounts. Some things should be done daily, some weekly and others only periodically. But how do you know which is which? This well organized team of experts will show you the way and will arm you with a full array of systems, processes and best practices for keeping your SEM house in order including:
- When and how often to pull ranking reports
- The best way to organize ad groups
- How often ad copy should be tested
- When search term reports should be pulled
- The correct amount of time to devote to link building
- Speakers:
Kathleen Fealy, President / Web Strategist Consultant / Certified Usability Analyst, KF Multimedia & Web, Inc.
Jamie Smith, CEO, Engine Ready
SO/LO/MO
Local Myth Busters - Local Optimization Facts Proven or Debunked
In this session we'll tackle the nitty-gritty details of optimizing Listings and Place Pages in Google, Yahoo and Bing. No generalities or overview theories, just the details. And we'll answer the question that everyone wants an answer to - How do I get better position? In this session we will also address:
- Citations
- Images
- Ratings and reviews
Accelerator
Advanced Paid Search Tactics
Your campaigns are performing OK. How do you take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left- and right-brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session will cover:
- Campaign expansion techniques
- Advanced ad testing
- Advanced auction theory
- The proper use of relevant analytics reports
- Ideas for bid rules and campaign automation
- Techniques for acting on seemingly inconclusive data
Kick Start
Introduction to Analytics
You've researched your keywords, optimized your site and created your campaigns. But did it work? Measuring and analyzing your site visitors and how they consume your content is the next step. Analytics is more than just page views and visitors. This introductory session will cover:
- How to decipher common Web metrics and apply them to your business objectives
- How to properly track campaign performance, regardless of medium
- How to set goals and measure conversions in terms of dollars and sense!
- Solo presentation by:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
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| 5:00-6:00pm |
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 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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| 6:00-7:00pm |
  Networking Cocktail Reception in the Expo Hall |
| 9:00pm-late |
WebmasterRadio.FM's SearchBash |
