| 8:30-4:00pm |
Registration - Colonnade Foyer |
| 9:00-10:00am |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1 
Email Can Drive Search, Social, & Mobile!
Email is a powerful way to enhance the digital reach of your organization. What happens when you connect search to email? What are five things social can do to help your email campaigns? How can you leverage mobile and mobility to improve email effectiveness? Join our industry experts as they share their personal experiences and best practices to help you drive success through email marketing!
- Moderator:
Jim Hedger, Writer & Broadcaster, Digital Always Media
Track 2
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.
- Moderator:
Laura Roth, Conference Program & Training Manager, SES Conference & Expo
Track 3
Effective Paid Search Tactics
Once you have your paid search strategy in place you can't win unless you execute your campaign as close to flawlessly by using best practices tactics. That includes 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? Many marketers miss easy wins. The advanced search marketer should also consider segmentation models to truly out-wit the competition. This session will cover all this and more to assure that you leave the session with a homework assignment that will get you promoted and a raise.
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| 10:00-10:30am |
Coffee Break in the Sponsor Showcase |
| 10:00-3:00pm |
Sponsor Showcase |
| 10:30-11:30am |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
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.
Track 2
Remarketing/Retargeting Done Right...& Wrong
As many as 90% of the people who visit a website leave without completing any action that online marketers intend them to take, such as making a purchase. This has led a rising number of advertisers to explore remarketing. Also known as retargeting, the approach allows marketers to show their ads to former site visitors while those visitors surf elsewhere on the web.
It sounds very simple; however, in the early rush to embrace remarketing, many brands are wasting budget on ineffective or lazy approaches.
In this session, experts will share their experiences with remarketing and the impact it has had on advertisers' overall ROI. Audience members will leave with a sense of what to do—and what not to do—when executing remarketing campaigns. Whether it's search retargeting or site retargeting you are working on, this session will cover what you need.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Track 3
Landing Page Optimization
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:
Thom Craver, Web and Database Specialist, Saunders College (RIT)
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| 11:30-12:30pm |
Meet the Experts: Roundtable 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 a different topic 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 roundtables to make sure that you get the most out of this session. After the forum, take your conversation and new contacts with you straight to the Sponsor Showcase for our networking luncheon, where you can continue the discussion.
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| 12:30-1:30pm |
Networking Lunch / Sponsor Showcase |
| 1:30-2:30pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Top Tips for Conversion Optimization
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. The session will cover A/B testing, multivariate pitfalls, from enterprise-class to SMB. You will come away with practical advice on where to start a testing effort, what to tweak, and how to approach results in any test. You will also find out actionable advice in conversion testing and how to interpret conversion results.
Track 2
Beyond Facebook Ads! Extreme Social PPC Targeting
Yep, Facebook Ads are cool! Now take it to the next level. Mash Facebook, YouTube, LinkedIn, Display Network targeting together to form a powerful grid of attributes to define customers. Targeting the "Whole" customer means marketers gain amazing PPC strategic and tactical opportunities. This session explores radical social PPC targeting combos, to comprise one of the most comprehensive "Persona" modeling concepts on earth. We'll identify valuable multi-channel market segments, demonstrating susceptibility to KPIs. If your audience exists, we'll teach you to identify, target and DESTROY!
Track 3
From Keywords to "Buy Words": Finding High-Value Paid Search Keywords
"Professors" Van Wagner and Goodman will take you beyond garden-variety keyword lists to delve deeper into how user queries signal different kinds of intent. You will learn how to go beyond the blind reading of "after-the-fact" ROI statistics; how to anticipate—ahead of time—how your most valuable searchers will express themselves with search queries; and even how to subtly mold their preferences as they progress from search queries to your ads, landing pages, and transactions. You will learn how to construct more effective keyword groups, and how to use keyword match types most effectively (including the latest radical changes from both Google and Bing!) to ensure closest relevance to user queries. Relevance isn't just a search engineer's buzzword—it's the key source of advertiser profit.
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| 2:30-3:00pm |
Afternoon Break / Sponsor Showcase |
| 3:00-4:00pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
SEO 2012: What Still Works - discussion session
As we progress through 2012, there is still a question of the value of SEO - so what exactly does still work? Does it work at all? This has been an ongoing debate for quite some time now. 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.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Track 2
Conquering the Growing Canadian Affiliate Marketing Industry
Retail merchants are going digital and looking for ways to generate traffic. A trusted channel for US web publishers, affiliate marketing has been expanding in Canada for several years, but remains largely untapped by both retailers and web publishers. In this session, you will learn the following and more:
- Affiliate marketing in Canada is a viable traffic channel and is growing, albeit slowly in comparison to its performance in the US.
- Online retail merchants need to educate and form strategic partnerships with web publishers in order to generate traffic.
- Establishing a successful Canadian affiliate marketing channel requires sophisticated software development, strategic marketing, and stability.
- Retail merchants need to be prepared to accommodate Canadian affiliate partnerships with the right tools in order for all parties to succeed.
Track 3
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 make a first foray into exchange-traded display.
- Moderator:
Dax Hamman, Chief Revenue Officer, Chango
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| 4:00-4:15pm |
Session Interval |
| 4:15-5:15pm |
Attendees may choose to attend one of the three sessions offered during this time.
Track 1
Maximizing ROI in e-Commerce with Search
All e-commerce websites and e-tailers should be on top of certain ROI trends and opportunities. This session will show you how to maximize ROI in e-commerce by leveraging one e-marketing channel to improve the performance of another. You will hear a series of combined channel campaign strategies along with case studies that illustrate how to maximize the ROI of your campaigns by taking advantage of low-hanging fruit.
- Moderator:
Chris Boggs, SES Advisory Board; Director, SEO, Rosetta
Track 2
Myth Busters: Local + Mobile Optimization Facts Proven & Debunked
This session will tackle the nitty-gritty details of optimizing for local search and mobile-search traffic. No generalities or overview theories, just the details on questions like:
- What's the best way to write Place Pages in Google, Yahoo, and Bing?
- What techniques and mobile-friendly signifiers improve search rankings for the more than 50% of local searches that are done on mobile devices?
- And most importantly - How do I get better position?
- In this session we will also address how citations, ratings and reviews, and local/social connections positively or negatively impact results and and SEO ROI
- Moderator:
Bryson Meunier, Director, Content Solutions, Resolution Media
Track 3:
Paid Search Analytics & Multi Touch Attribution Analysis
Have you ever wondered how paid search, SEO, and other tactics interact and how to allocate your precious resources in the most optimal way? This session will share a case study that provides a holistic understanding of customer behavior across all digital channels (bought/owned/earned) in order to optimize future efforts.
- Solo Presentation by:
Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP
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| 5:15-6:15pm |
SEW Eliminator Quiz
Join us for the inaugural SEW Eliminator Quiz, a pub-trivia-style networking event where you and your fellow marketers will compete to see who is the savviest and most knowledgeable marketer in the room. Afterward, you'll have a chance to network with your favorite drink in hand.
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