| 7:30am-6:30pm |
Registration |
| 8:00-9:00am |
Morning Coffee |
| 8:00-8:45am |
Attendees may choose to attend one of two sessions offered during this time slot.
Intro to SEM
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. Questions to be answered include:
- How can you best optimize your website to gain natural or organic traffic without cost?
- What is SEM (Search Engine Marketing/Pay Per click/Search Engine Advertising)?
- How can you achieve top placement in the search results by utilizing search engine advertising opportunities?
- How should SEO and SEM work together for optimal ROI from your website?
- Speaker:
Bill Hartzer, Director of Search Engine Optimization, StandingDog Interactive
Intro to Analytics
You've researched your keywords, optimized your site, and created your campaigns. But did these steps work? Analytics is more than just page views and visitors. You must measure and analyze your site visitors and how they consume your content. 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.
|
9:00-10:00am
|
Conference Welcome & Opening Keynote sponsored by Page Zero Media
Driving Change and Growth for Marketers
 Running the Gauntlet is a rough-and-tumble guide for running and driving change through the business gauntlet. Hayzlett addresses what every marketing leader must face: Getting Ready, Getting Going, and Creating and Sustaining Momentum. Hayzlett shows marketers and business leaders how to develop the necessary mental, emotional, and physical toughness they must have for smart, strategic, and lasting change. Hayzlett forces leaders to really get up in their own businesses - to take them over from the inside and drive change - gaining customers and profits in the process. Audience members will be able to efficiently assess what kind of change their business needs and then summon the vision, courage, and passion to enact it.
Inspirational Takeaways:
- Develop a "takeover mentality" to execute the right changes and deal with any disruptions they may cause
- Summon the vision and courage necessary for driving change and sustaining your company's newfound momentum
- Sharpen the mental and emotional toughness to make strategic, lasting change.
- Keynote Speaker:
Jeffrey W. Hayzlett, Best-selling Author, Business Change Agent & Marketing Expert, Hayzlett.com
|
| 10:00-10:30am |
Grand Opening of Sponsor Showcase |
| 10:00-6:30pm |
Sponsor Showcase |
| 10:30-11:30am |
Attendees may choose to attend one of three sessions offered during this time slot.
Track 1
Mining Your Search Keywords and Social Data for New Revenue Opportunities
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.
- Solo Presentation:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
Track 2
Social Media in the Boardroom: Building a Compelling Business Case
Social media conversations are happening about your brand right now. If you are not monitoring what is being said and responding to those comments appropriately, your organization could become the victim of a bad online reputation. Every decision maker is either doing their own due diligence these days and looking your business up online for reviews and case studies or having his or her assistant do the same. You know you need to be present and leading positive, thought-leadership conversations in social. But you have resistance or fear from upper management. How do you build the case? Attend this session to learn:
- How to illustrate where your organization's online brand sentiment sits (positive/negative/neutral) to upper management
- How to deliver compelling case studies of competitors success in social
- How to use SEO factors as a selling point of Social Media Marketing
- How to create an itemized break-down of Social media costs and ROI
- A client case study who did the same and won in Social engagement
- Moderator:
Anna Lee, Conference Producer, SES Conference & Expo
Track 3
Bringing Together Paid, Owned and 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
|
| 11:30-11:45am |
Session Interval |
11:45-12:45pm
 |
Attendees may choose to attend one of three sessions offered during this time slot.
Sponsored Session sponsored and presented by Page One Power
Link Building that Makes Sense
Link building is a critical component of any good SEO strategy, but many people are confused about what link building actually means. In this session, Jon sorts out the mess and gives you a realistic look at what link building is, how to implement a successful link building strategy and link building tactics you should avoid. Session participants will learn:
- 7 Foundational white-hat link building principles to construct your link building plan
- 23 Realistic, usable link building strategies that your team can deploy immediately
- 15 of the most important terms and phrases used in the modern link building world
- What to avoid in your link building efforts
Track 2
Developing an Integrated Social Search Strategy
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
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Track 3
Analytics Attack: Tracking Campaign Performances
Attend this session to hear a lively discussion of best-in-class and worst-in-class measurement solutions to help you attack campaign data and produce actionable insights. Topics covered will include:
- How to properly tag campaign links
- How to demystify "Direct/Bookmarked" visits
- How to segment your campaigns for proper reporting
- How to track your campaigns' return on investment
- How to communicate success to your boss and their boss
- How to correlate campaign success with lifetime value
Join two seasoned analytics professionals as they go over a multitude of cases studies and become an analytics ninja for your organization.
- Moderator:
Chris Boggs, SES Advisory Board; CMO, Internet Marketing Ninjas
|
| 12:45-2:00pm |
Networking Lunch / Sponsor Showcase |
2:00-3:00pm |
Attendees may choose to attend one of three sessions offered during this time slot.
Track 1
Proving the Value of Your Search Campaign: Tangible SEO Metrics
C-level executives have become increasingly interested in seeing tangible search metrics tied to business objectives and returns. And with good reason - natural search is the most important inbound marketing channel, outperforming paid search 2:1 and social media 4:1. As the value of natural search as a legitimate and thriving marketing channel has evolved, the need for modern marketers to run their SEO programs with the same level of accountability and predictability as paid search has intensified. In order to do so, they must have advanced tools and technologies in place to measure the return on investment of their SEO efforts, drive executive visibility and buy-in for natural search budget and headcount, and create a predictable model for revenue growth from natural search.
- Moderator:
Chris Boggs, SES Advisory Board; CMO, Internet Marketing Ninjas
- Speakers:
Alan K'necht, Partner, Digital Always Media, Inc.
Derek Tucker, Senior Global Marketing Manager - eCommerce, Corel Corporation
Track 2
From Strategy to Execution: Conversion Optimization
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:
- 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.
- 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.
- 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.
- Speakers:
Jim Hedger, Writer & Broadcaster, Digital Always Media
Aaron Levenstadt, Founder / Chief Digital Advisor, Digital Shift Marketing
Track 3
Paid Search Strategy Deep Dive
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.
- Speakers:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
Kye Mou, Product Marketing Manager, Marin Software
|
| 3:00-3:30pm |
Afternoon Break / Sponsor Showcase |
| 3:30-4:30pm |
Attendees may choose to attend one of three sessions offered during this time slot.
Track 1
Content Marketing Tactics from the Trenches: How to Execute a Blog & Social Strategy
Investments in content marketing are on the rise, but few companies have fully realized 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
- Moderator:
Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media
|
 |
Sponsored Session sponsored and presented by Bing
Bing Ads: The Must Have Component in Your Canadian Acquisition Strategy
If you're not advertising on the Yahoo! Bing Network1 in Canada yet, you're missing out on 3 million unique searchers that do not use Google, and who are likely to spend 34% more online than the average Internet searcher in Canada.2 Hear from a panel of advertisers who will share how they've grown their business with the network. We'll also share a quick overview of the latest Bing Ads features.
1 Yahoo! Bing Network includes Microsoft and Yahoo! Core Search sites in Canada
2 comScore qSearch (custom), March 2013
Track 3
Beyond the Last Click: Smart Multi-Channel Attribution Modeling
Everyone knows last click or first click attribution are too simple to meaningfully represent today's omni-channel ultra-connected consumer. Indeed, they can steer you in the wrong direction. So it's not surprising that multi-channel tools and attribution modeling are one of the hot topics in digital analytics. However, as with any technology, insights don't just magically appear on their own, and you need to do some work. In this session, you will:
- Learn what different attribution models can and can't tell you
- See how customizing models with your marketing priorities in mind will deliver new insights specifically helpful to you so that you take action where it matters most
- See real life examples with customized Google Analytics attribution models
- Know what to do when your customers use multiple devices and cookies fail to unravel the attribution puzzle
- Moderator:
Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting
|
| 4:30-5:30pm |
Meet the Experts Roundtable Forum in the Sponsor Showcase
Join us at our "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. Afterward, take your conversation and new contacts to our networking cocktail reception where you can continue the discussion over a few drinks.
|
| 5:30-6:30pm |
Networking Cocktail Reception / Sponsor Showcase |
