| 9:00-10:00pm |
Morning Keynote
Trends and Techniques for Digital Marketers & Data Geeks
Lead your marketing department to big wins by extracting key insights from big data. John Gagnon, Bing Ads Evangelist at Microsoft and certified search geek, has been gathering learnings across the marketplace and has identified unique patterns, strategies and techniques that can help you interpret the data to make smarter decisions. He'll share a case study analysis, deciphering data from the statistical geniuses behind Fortune 500 company search campaigns and share actionable patterns around keyword correlation, share of voice, bids, and more. Adjust your CTR to increase ROI - and learn the "micro-events" technique that could be a game-changer for retail and travel search marketers and agency search campaigns.
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| 10:00-3:00pm |
Sponsor Showcase |
| 10:00-11:00am |
Attendees may choose to attend one of three sessions offered during this time slot.
Track 1
Winning In-House SEO Strategies
In this session attendees will learn about the challenges that In-House SEO teams face when it comes to reporting on SEO to management. Attendees will also learn the SEO metrics that should be reported on, in addition to tips to think about and look for when buying and delivering SEO services, including the proprietary Hierarchy of Web Presence Optimization methodology.
- Moderator:
Jim Hedger, Writer & Broadcaster, Digital Always Media
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Sponsored Session sponsored and presented by Internet Marketing Ninjas
Jim Boykin talks about Link Building, Authors, Panda, Penguin, Tools and More
This is a can't miss session. Jim Boykin will talk about signals that Google frequently looks at when determining if a site will be affected by a Panda or Penguin update, and he will discuss solutions for affected sites. Jim will also go over Authorship and how Google is looking at authors to evaluate content and links. This session will also cover cutting-edge link-building tips.
- Speaker
Jim Boykin, CEO and Link Building Ninja, Internet Marketing Ninjas
Track 3
Deliver, Engage, Transact: 11 Absolutes for Email Engagement
How do you ensure delivery, drive double-digit conversion, and engage your consumer across multiple channels. With email, a very personal channel, you can do so by leveraging the power of mobile, mobility, and social media. This session will present case studies of B2Bs and B2Cs that have driven over 70% engagement, and 11 proven tips to enhance consumer engagement, build up preferences, and create brand ambassadors.
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| 11:00-11:30am |
Coffee Break in the Sponsor Showcase |
| 11:30-12:30pm |
Attendees may choose to attend one of three sessions offered during this time slot.
Track 1
SEO Driving Impactful Content
Consumer behavior is constantly shifting and marketers are trying to keep up with them by creating engaging, lasting "content". Often defining what impactful content is, be it mobile, video or just old fashioned word based content is a challenge. Once the decision to create content is made, that Content is often created in a vacuum, with little insight beyond "We need content!" This session will talk about what role data, specifically traditional SEO research, should have when aiding in the creation of content for Social, Local and Mobile, as well as how best practices should be applied to aid in the longevity of that content. Takeaways will include:
- What type of data can be derived?
- What is the best way to apply that data?
- How does good data and SEO best practices help create impactful content?
Track 2
Mobile Content Marketing: Connecting with Your Audience on the Move
For many years now we've been hearing that this is going to be the year of mobile - but have we finally got there? With so many mobile marketing opportunities and channels now available for companies to engage with their customers, the challenge is becoming greater for organizations to optimize their mobile strategies to positively affect their bottom line. This panel will address how key brands are delivering extra value to their customers through a streamlined mobile approach. Leading experts in the field will help you to learn how to integrate mobile into your overall marketing strategy to significantly boost your reach and revenue.
- Moderator:
Thom Craver, Technical SEO and Analytics Consultant,
Track 3
Follow. Reach. Convert: Smart Retargeting/Remarketing
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:
Andrew Goodman, SES Advisory Board; President, Page Zero Media
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| 12:30-1:45pm |
Networking Lunch / Sponsor Showcase |
| 1:45-2:45pm |
Attendees may choose to attend one of three sessions offered during this time slot.
Track 1
SEO and Website Migrations: Ensuring a Smooth Transition
What are the most common mistakes made during website redesigns/migrations, and how can you avoid them? In this session, you will learn how to merge domains, change URLs and CMS requirements, and review requirements documentation and wireframes. We will walk you through sample SEO requirements and tell you how to properly communicate them. We will also show you how to develop code checklists and QA testing test scripts.
- Speakers:
Cory Kleinschmidt, Vice President, Findability, Page Zero Media
Cong Lu, Principal Search Marketing Consultant, Web Solutions, Bell Canada
Track 2
Putting Your Business on the Map: Effective Local Search Strategies
Local online search has quickly become the method for consumers to find the products, services and businesses they want when they need them. A presence in these local listings is no longer an option for retailers large or small and many business owners remain unaware of the methods and strategies needed to appear and rank well in the local section of the SERPs. In this session we will explore:
- How a website alone does not get you into the local results
- How to optimize your Google listings for optimal presence and ranking
- What Facebook Graph Search means for local online search
- Secondary sources and optimizing across the Canadian ecosystem
Track 3
The RTB & Programmatic Trading Opportunity for Online Marketers: Truths & Myths
Please note that this is a discussion panel session
This session will begin with a short high-level presentation on the programmatic landscape. The conversation will then expand to a facilitated discussion between a group of experts covering where we've come as an industry and where we are going -- taking a look at the likely future of programmatic from several standpoints: strategic, infrastructure and tools, metrics, analytics opportunities. The experts will then go through a set of myths and break them down, using their own case history and experience with key methodology and tools.
Myths to tackle include:
- "Programmatic means remnant inventory"
- "Programmatic will eliminate the need for humans"
- "Programmatic and RTB are exchangeable"
Key takeaways include:
- A clear take on how programmatic is powerful for brands and performance marketers alike
- What are the tools and options available today
- What we have learned as an industry and where we hope to go
- What we can expect in the future, in terms of progress
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| 2:45-3:00pm |
Afternoon Break / Sponsor Showcase |
| 3:00-4:00pm |
Attendees may choose to attend one of three sessions offered during this time slot.
Track 1
Breaking down the Borders: International & Multilingual SEO
Although it seems that the Internet and Web connect the world together, there are many obstacles and conditions that separate the market culturally, technologically, and linguistically. This session examines some of the big issues and will provide tips to help global marketers successfully enter new markets. Attend this session to learn:
- SEO tips for the Web: site structure and design for international/multilingual sites
- Keyword strategy across the markets
- Duplicate content issues between countries
- Targeting the search engines other than Google
- Integrating Search in the Localization process
- Speakers:
Mark Downing, Online Business Senior Manager, Dell
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Track 2
Beyond the "Like" - How Companies are Using Social Advertising to Drive User Acquisition and ROI
With more than 1 billion users on Facebook alone, brands are constantly on the lookout for better ways to reach their customers via social advertising. This deep dive session will show attendees how they can optimize their social media ad spend for lead generation and customer acquisition. This session will cover:
- Actionable tactics such as the planning process to ensure a successful output: defining goals and KPIs, content and offer alignment, seamless user flow that leads to the end goal, and ensuring sales are attributed to social media efforts.
- Practical information brands of all sizes and with all budgets can use immediately.
- Learn how to align content, ad copy, and targeting to achieve the best results.
- Moderator:
Miranda Miller, Content Marketing Manager, TopRank Online Marketing
Track 3
Beyond Engagement: Harnessing the Power of B2B Video Marketing
With 84% of the US market viewing online video on a weekly basis, successful brands must fine-tune their video strategy to adjust to the changing market. With the right approach, video can raise brand awareness and inform customers about products-on target and on budget. In this session, you will learn some of the fundamentals around online B2B video marketing, including how to get the most exposure for your video, how to use video to move the customer through the sales funnel, and how to prepare your videos for a global audience. You'll have the opportunity to review successful case studies and see how a company can use video not only as an indicator of where the viewer is in the sales funnel, but also to enable their sales process.
- Moderator:
Mike Grehan, Publisher, ClickZ & Search Engine Watch, Producer, SES Conference & Expo
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| 4:00-4:15pm |
Session Interval |
| 4:15-5:15pm |
Attendees may choose to attend one of three sessions offered during this time slot.
Spotlight Session
Get Inside Your Customer's Head: Leveraging Big Data
The shift of marketing pounds online and the increasing role of social media have ushered in the era of Big Data, in which marketers must effectively mine and analyze massive amounts of data and respond to changing business needs instantly. While most marketers today are well-versed in the metrics of their online marketing channels, far fewer are leveraging their "Big Data" across all digital marketing channels for cross-functional insight into customer behavior, to gain efficiencies across all channels, and to grow traffic and revenue. Key takeaways from this session will include:
- The impact Big Data will have on modern marketers, forcing them to become part marketer, part chief information officer.
- How to leverage the latest advancements in technology to gather, analyze, and react to new consumer behavior uncovered by Big Data, with an emphasis on visibility, optimization, and automation.
- Moderator:
Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink USA
Spotlight Session
Spy vs Spy: 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. This session will take a close look at the search engine tricks you can use to analyze your competitors' game and also the free and premium tools that are available to deep dive into their strategy. Gain tips and secrets to monitoring your competitors; discover the keywords they are targeting, the amounts they are spending on ads, and the opportunities they are missing. This session will focus on both paid search and SEO competitive analysis.
Spotlight Session
Landing Page Optimization: Test, Analyze, Execute
Are your search landing pages working hard or hardly working? Landing pages can be the hardest-working part of your search campaigns, or they can kill your lead generation and sales conversion rates. Testing insignificant details such as button color and headline size won't lead to real lift in your conversion rates. This session will show you what to test, how to analyze your landing pages, and how to get significant revenue lift quickly.
- Moderator:
Jessica Lee, Chief Creative, bizzbuzzcontent
- Speakers:
Chris Goward, Co-Founder and CEO, WiderFunnel Marketing Optimization
Jeff Sauer, VP Marketing, Three Deep Marketing
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