SES Magazine August 2011

SESConference.com

August 2011

August 15–19, 2011

! Susan Bratton on Persuasion Marketing: A Q&A with SES San Francisco’s Keynote Speaker 34 ! Tablets and Advertising: A Revolution in the Making 36 ! Latest Stats on Tablets

37

! Crowdsourcing and User-Generated Content

38

Thank you to our sponsors

Agenda page 4

Sponsors & Exhibitors page 12

Sessions page 40

Speakers page 74

Download the SES San Francisco Conference & Expo app for the latest information.

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Learn more at www.google.com/doubleclick/advertisers/search.html Come Experience DoubleClick Search V3 at our Info Session and Booth 501.

Š 2011 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc.

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contents Feature

34

Susan Bratton on persuasion marketing A Q&A with SES San Francisco’s keynote speaker.

Conference Information

4

agenda Use this schedule and overview to outline your week at Connected Marketing Week.

12

Sponsors & Exhibitors Discover what all the organizations and companies at Connected Marketing Week have to offer.

40

sessions Determine which sessions and workshops will help you accomplish your goals.

74

SpeakerS Meet SES San Francisco’s speakers and session moderators.

Columns

36

Tablets and advertising: A revolution in the making For advertisers, there are two big revolutions being kicked off by the growth of tablets: one creative and the other strategic.

37

Tablet Statistics Presenting the latest figures on tablet sales, market share, uses, audience, and apps.

38

Crowdsourcing and user-generated content Practical ways to create meaningful content for your brand and recognize participants within your social community.

August 2011

Welcome to SES Magazine, your official guide to ClickZ’s Connected Marketing Week in San Francisco. Since last year, we’ve all gotten a lot more connected thanks to more sophisticated devices and an exploding app economy.

This week, marketers from brands and agencies will have the opportunity to connect in person and share best practices involving this dynamic digital landscape. Joining to make this happen include the teams at SES, Online Marketing Summit, Mobile Marketing Association, Interactive Advertising Bureau, Email Experience Council, and the Barcelona-based Search Congress.

To help you make the most of this week, please be sure to download the new SES San Francisco Conference & Expo App. Search for “SES San Francisco” in the iTunes App Store.

The app is also available on BlackBerry and Android.

We encourage you to share your thoughts and ideas in person and online, and want you to head home inspired.

Best regards, Mike Grehan, Chair SES Advisory Board Chair Global VP, Content Incisive Media

Matt McGowan Managing Director, North America Incisive Media

Office of the Mayor Edwin M. Lee City & County of San Francisco GREETINGS FROM THE MAYOR

On behalf of the City and County of San Francisco, it is with great pleasure that I welcome you to Connected Marketing Week 2011, being held from August 15-19, 2011, at the Moscone Center in San Francisco.

Marketers, corporate decision makers, webmasters, and search engine marketers (SEMs), including pay-per-click (PPC) advertisers and search engine optimization (SEO) professionals, have been attending the SES Conference & Expo in California for the past 12 years, and this year, SES joins the Connected Marketing Week festival happening in San Francisco. Organized and programmed by the SES Advisory Board, the festival will be packed with more than 5 different interactive marketing forums and conferences and host more than 100 sessions covering PPC management, SEO, social media, local, mobile, video optimization, email, ad networks and exchanges, and usability, plus an expo floor with hundreds of companies.

Welcome to San Francisco, a small city that dares to dream big, bound only by our capacity to imagine. San Francisco has always been more than a place. San Francisco is an idea—the idea that diversity builds a stronger society, that tolerance advances democracy, that innovation and compassion is essential for a better world. I commend all the organizers who worked toward making this event a true success. Best wishes for a productive conference and success in all your future endeavors!

With warmest regards,

Edwin M. Lee Mayor

staff Matt McGowan MD, North America

about SES Mike Grehan Global VP, Content

Program Development Senior Program Director Conference Program manager Conference Program manager

Marilyn Crafts Jackie Ortez Laura Roth

SES Advisory Board

Comprised of both industry thought leaders and real-world practitioners, the Search Engine Strategies advisory board brings together top players in the field of interactive media and search. The team works to deliver continually cutting-edge search techniques, more integrated and relevant content, and professional development resources to SES attendees.

Operations director of U.S. Operations Operations Manager Registration Associate

Michele McDermott Dan Hoskins Charisse Rosales

ClickZ & Search Engine Watch Executive Editor, ClickZ Director, SEW Managing Editor, News Senior Editor, News Staff Writer Staff Writer Copy Editor Asia Desk Editor Editor, SES Magazine

Anna Maria Virzi Jonathan Allen Zach Rodgers Kate Kaye Christopher Heine Jack Marshall Caitlin Rossman Adaline Lau Dawn Cavalieri

Sales & Marketing Sales Directors

Account Executive Director, Client Services Marketing Director Marketing Manager Web Designer Designer Online Operations manager Online Operations associate

Andrew Katz Elaine Mershon Elaine Romeo Peter Westerholm Elizabeth Huston JoAnn Simonelli Angela Man Christian Georgeou Rebecca Holz Edward Simpo Louise Laberge Aleksey Gershin

Magazine Contributors

Lee Odden Gary Stein

Mike Grehan, Chair Global VP Content SES/Search Engine Watch/ ClickZ

Bryan Eisenberg Bestselling Author bryaneisenberg.com

Anne F. Kennedy International Search Strategist Beyond Ink USA

Jonathan Allen Director SearchEngineWatch

Paul Fegan Head of e-Learning Incisive Media

Jon Myers Head of Account Management Yahoo! UK & Ireland

Matthew Bailey President Site Logic Marketing

Christian Georgeou Marketing Manager SES Conference & Expo

Lee Odden CEO TopRank Online Marketing

Thomas Bindl Founder & CEO Refined Labs GmbH

Andrew Goodman President Page Zero Media

Jackie Ortez Conference Program & Training Manager SES Conference & Expo

Mikel Chertudi Sr. Director, Online & Demand Marketing Adobe

Bill Hunt President Back Azimuth Consulting

Laura Roth Conference Program & Training Manager SES Conference & Expo

Eddie Choi Managing Director Frontiers Digital

Aaron Kahlow Chairman & Founder, Online Marketing SummiT

Crispin Sheridan Sr. Director of Search Marketing Strategy SAP

Marilyn Crafts Senior Program Director SES Advisory Board Coordinator SES Conference & Expo

Corporate Chief Executive Group Managing Director

Tim Weller James Hanbury

Advertiser Index For information about advertising in future issues, please contact sales at sales@sesconference.com or (212) 457-4993.

SES: Volume 5, Issue 7 | August 2011 Š 2011 Incisive Media plc To advertise, subscribe, contribute, or view past issues: www.sesconference.com/ses-magazine Comments? Want to unsubscribe? E-mail us: magazine@sesconference.com Incisive Media, U.S. 55 Broad Street, 22nd fl.

New York, NY 10004-2501 tel (646) 736-1888 fax (646) 390-6612 Please recycle this magazine!

Incisive Media, head office 28-29 Haymarket House London SW1Y 4RX, UK tel +44 (0)20 7316 9609 fax +44 (0)20 7930 2238

Advertiser Page Adlucent....................................................................... 65 adMarketplace.......................................................... C4 Bing........................................................................ 11, 31 blekko............................................................................57 Brafton, Inc..................................................................43 Bruce Clay, Inc............................................................21 BtoB Magazine..........................................................47 Business Wire............................................................ 69 ClickEquations............................................................. 9 Covario......................................................................... 45 Cybertegic.................................................................. 39 eConsultancy............................................................ 75 eMarketer....................................................................73 eZanga.com.................................................................61 Google.......................................................................... C2 Hogo Digital...............................................................17 iContact.......................................................................... 5 Indus Net Technologies......................................... 35 iProspect..................................................................... 19 LinkWorth................................................................... 25

Advertiser Page LookSmart.................................................................. 15 MajesticSEO...............................................................41 Marin Software........................................................... 3 PRWeb...........................................................................67 Raven Internet Marketing Tools.........................63 ReelSEO........................................................................71 Rimm-Kaufman Group............................................27 Search Marketing Standard................................ 49 Searchmetrics........................................................... 79 The Search Monitor.................................................72 SEMPO..........................................................................53 SEMRush......................................................................51 7Search.com.............................................................. 59 State of Search.........................................................77 SubmitEdge.................................................................23 Symantec—VeriSign Authentication Services.................................................................... C3 topseos.com................................................................33 WriterAccess.............................................................. 55 Wpromote Inc............................................................ 29

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agenda

Monday, August 15 ClickZ Academy Onsite Training San Francisco Marriott, 55 Fourth Street 7:30–8:00a 8:00–12:00p

Continental Breakfast How to Collect, Interpret, & Use Your Web Analytics Data

12:00–1:00p 1:00–5:00p

How to Architect a Search-Engine Friendly Website

Mobile Marketing 101: Strategy, Tactics, & Best Practices

Lunch Break Advanced Keyword Research & Management

PPC Basics & Implementing Your PPC Strategy

Creating Social Media Strategies Using Audience Research

OMS Social Media Marketing Summit San Francisco Marriott, 55 Fourth Street Social Media Strategy & PR (SMC) Track

Social to Drive Commerce & Lead Gen Track

Social to Digital Integration Track

7:30–8:30a

Registration

8:30–8:45a

Welcome

8:45–9:45a

Keynote: Social Media Marketing Execution—Getting Beyond Facebook & Twitter Speaker: Mario Sundar, Senior Social Media Manager & Chief Blogger, LinkedIn

9:45–10:15a

Break

10:15–11:15a

Session 1 Proven Social Media Strategies to Rapidly Grow Your Business

11:15–12:15p

How to Master Facebook Marketing in Today’s Social Climate

Increasing Website Traffic with Local-Social-Mobile Integration

Session 2 Brave New Local / Social World

Caterpillar Case Study: People-to-People Marketing Successes

12:15–1:15p

Lunch

1:15–2:15p

Session 3 Identifying & Measuring Social Media Brand Advocates

Facebook Commerce: To Set Up Shop or Not?

2:15–2:45p

Break

2:45–3:45p

Session 4 Your Social Strategy Is WRONG!: 5 Things Marketers Need to Know about Social Media

4 SES • August 2011 {San Francisco}

Using the Data You Have to Drive Marketing ROI Across All Channels

“Tweet” to the Top of Search Results

Social Media’s Influence on Search Engines

Unifying Social Strategies with Website Innovation

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agenda

Tuesday, August 16 SES San Francisco Moscone West (4th & Howard Streets) SEO track | Room 2001

PPC Track Room 2003

SOCIAL MEDIA TRACK Room 2005

7:30–6:30p

Registration

8:00–9:00a

Morning Coffee

accelerator track Room 2007

kick start track Room 2009

7:45–8:45a

Introduction to Search Engine Marketing

9:00–10:00a

Conference Welcome & Opening Keynote: Conversion Triggers—Persuasion Strategies for Digital Marketers Speaker: Susan Bratton, Co-Founder and CEO, Personal Life Media, Inc.

10:00–11:00a

Speed Connect (Expo Hall open 10:00a–6:30p)

11:00–12:00p

Information Architecture for the Modern Website

The Tools of the Trade for PPC

12:00–1:00p

1:00–2:00p

Introduction to Analytics

Meet the Authors: Networking Lunch

The Tools of the Trade for SEO

DoubleClick Search V3— Online Media Buying Expertise on Google’s infrastructure

2:00–2:15p

2:15–3:15p

Bing: More Bang for the Click

Social Media Solutions on a Budget

Audience Choice Session: Like Me! Social & Viral Content Tips for Making Your Brand More Sexy

Advanced Keyword Modeling

Introduction to Paid Search

User Generated SEO

Introduction to Social Media

Session Interval

Meaningful SEO Metrics: Going Beyond the Numbers

Insider Tips to Ad Optimization

Jim Boykin Gives Advice on Advanced Link Building, Panda Solutions, SEO Tools, & More!

WeBuildPages Internet Marketing Services

3:15–4:15p

Speed Connect (Afternoon Break in the Expo Hall)

4:15–5:15p

Automating Social Media: Creating & Distributing the Message

sponsored session

5:15–6:30p

Global Truths and Regional Relevance of Mobile Marketing: Essentials for Successful Consumer Engagement Instructor: John Arnold, Director of Education, Mobile Marketing Association Moscone West (4th and Howard Streets)

6 SES • August 2011 {San Francisco}

Analytics for PPC

Crossing the Digital Divide: The Leap from Search to Display

Introduction to SEO

Networking Cocktail Reception in the Expo Hall

8:00–9:00a

Understanding Mobile Consumers & Their Needs

9:00–10:00a

SES Conference Welcome and Opening Keynote

10:00–10:15a

Break

10:15–12:00p

Marketing Strategy & Planning for Mobile Campaigns (includes group exercises)

12:00–1:00p

Meet the Authors: Networking Lunch

1:00–2:00p

Definitions, Context, & Approaches to Mobile Marketing

2:00–3:00p

Mobile Marketing Solutions & Approaches

3:00–4:00p

Mobile Marketing Ecosystem: Understanding the Players

4:00–4:15p

Break

4:15–5:15p

North America: Regional Adaptations to Strategy & Tactics (includes group exercises)

5:15–5:30p

Wrap-Up, Final Q&A

OMS Social Media Marketing Summit Moscone West (4th and Howard Streets) Social Media Strategy & PR (SMC) Track

Social to Drive Commerce & Lead Gen Track

8:30–9:00a

Registration

9:00–10:00a

SES Conference Welcome and Opening Keynote

10:00–11:00a

Keynote: The State of Social Media

11:00–11:15a

Break

11:15–12:15p

Session 1 Social DIDN’T Kill the Email Star: How Email + Social = Engagement

3 Tips for Maintaining Your Brand Identity across Social Media

12:15–1:00p

Meet the Authors: Networking Lunch

1:00–2:00p

Session 2 Integrated Online Marketing: Search, Social, PR

How to Effectively Design & Execute Your B2B Social Media Program

2:00–3:00p

Session 3 Social Integration: Creating Interactive Conversations across Channels

The Top 10 Ways Marketers Can Leverage Foursquare

3:00–3:15p

Afternoon Break

3:15–4:15p

Session 4 People Are Social Animals—10 Things About Social Psychology That Every Social Media Designer Needs To Know

4:15–5:15p

7 Tangible Facebook Tips That Work For Small Businesses

Keynote Panel: Social Media “Hotseat”

SES Theater Presentations

SES Express Clinics

Expo Hall

Moscone West (4th and Howard Streets), Booth 307

10:30–10:50a

Symantec—VeriSign Authentication Services: Utilizing Trust Indicators to Increase Site Traffic & Maximize Click-Through Rates

11:00–11:20a

Bing: DataPop & Major Travel Advertiser Realize Huge Gains with Yahoo! Search & Bing

11:30–11:50a

Brafton: Driving Search & Social Leads with Content Marketing: Case Studies

12:00–12:20p

Wpromote: Where Social Media Meets SEO

12:30–12:50p

Marin Software: 10 Tips for Taking Paid Search Performance to the Next Level

1:00–1:20p

Sedo.com: Domain Names: Opportunities & Applications for Marketing Online

1:30–1:50p

Servio: Scaling SEO in a Post-Panda World—How to Safely Ramp Up SEO Production with the Power of the Crowd

2:00–2:20p

Bruce Clay, Inc.: Local Internet Marketing Optimization

2:30–2:50p

Local Splash: How to Optimize Your Business Listing for Google Places

3:00–3:20p

InboundWriter: Creativity Without Conversion Equals Zero

3:30–3:50p

iContact: Engaging Post Click Using Email Marketing & Social Media Marketing

4:00–4:20p

iProspect: Bedbugs, Roaches, and Mice … Oh My!

5:00–5:20p

Local.com: “Can You Find Me Now?” A Local Business’s Guide to Getting Noticed in the Complex Online World

5:30–6:30p

Social Media Club

4:15–5:15p

Express Search Usability Clinic Speaker: Shari Thurow, Founder & SEO Director, Omni Marketing Interactive

Texpo Pavilion Check out the innovative products and technologies offered to help marketers do their jobs. Participating companies include: 1250media Ginzametrics Chango SEO Engine ConversionIQ Statdash CPAWAY

sesconference.com • SES 7

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agenda

Wednesday, August 18 SES San Francisco Moscone West (4th & Howard Streets) PPC Track | Room 2003

SEO track Room 2001

SOCIAL MEDIA TRACK Room 2005

7:30–6:00p

Registration

8:00–9:00a

Morning Coffee

9:00–9:20a

Morning Briefing with Mike Grehan

9:30–10:30a

PPC Competitive Analysis

The Basics of Link Building

Word Press: Power to the People!

What Every Paid Search Advertiser Needs to Know about the Bing/ Yahoo Search Alliance

12:30–1:30p 1:30–2:30p

Bringing SEO In House: The Pros & Cons

Landing Page Optimization

SEO Competitive Analysis

Audience Choice Session: How to Leverage Your Google Product Feeds Across All Major Channels

Protecting Your Brand Online

Getting Ready for Global Business

Next Gen YouTube Marketing

HTML 5: The Interactive Social Web

The Other Googles

SEW Labs—The Use of Video in Social Media

Advanced Paid Search Tactics

Global Opportunities in PR, Social Media, & Mobile

Conversion Tools of the Master Craftsman

Global Search Marketing Best Practices Roundtable

Session Interval Place Search & Facebook Ads: An EyeTracking Story

SEO Is Dead.

Long live SEO!

5:45–6:45p

7:00–8:00a

Google Ad Innovations

Afternoon Break in the Expo Hall

4:30–4:45p 4:45–5:45p

Google + Facebook = Success: Getting More Lift with Social Media

Meet the Speakers: Networking Lunch

2:30–3:00p

3:00–4:30p

Is Retargeting/ Remarketing Right for You?

global business track Room 2009

Speed Connect (Expo Hall open 10:00a–3:00p)

10:30–11:30a

11:30–12:30p

Killer Facebook Targeting Tactics

accelerator track Room 2007

Social Media Metrics

Open Mic: SEW Black Hat, White Hat Unconferenced in Second-Floor Foyer

eec Email Marketing Forum

IAB Multicultural Marketing Forum

Moscone West (4th and Howard Streets)

Moscone West (4th and Howard Streets)

Registration

9:30–10:30a

International Latinos and Search

8:00–9:00a

Morning Coffee

11:30–12:30p

Young, Latin and Social

9:00–9:20a

Morning Briefing with Mike Grehan

9:30–10:30a

Metrics that Matter

11:30–12:30p

The Cross-Fit Creative

12:30–1:30p

Meet the Speakers: Networking Lunch

1:30–2:30p

Focus on Data: Taking Action and Automation

2:30–3:00p

Afternoon Break in the Expo Hall

3:00–4:30p

Deliverability and Compliance: What You Need to Know and Do to Succeed Today

Search Congress Moscone West (4th and Howard Streets) 1:30–2:00p

Presente y Futuro de los Buscadores

2:00–2:30p

Search: Mercado Español y Hispánico

2:30–3:00p

Pausa de networking Monitorización de SEO

4:30–4:45p

Session Interval

3:00–4:30p

4:45–5:45p

Integrating Email into Your Multi-Channel Marketing Strategy

4:30–4:45p

Pausa de networking

4:45–5:45p

Búsqueda Social—Mesa Redonda Participativa

8 SES • August 2011 {San Francisco}

SES Theater Presentations Expo Hall 10:30–10:50a

Adobe Systems, Incorporated: Data is Valuable, But How Do We Really Use It?

11:00–11:20a

American Express OPEN: The Interplay of Social and Search

SES Express Clinics Moscone West (4th and Howard Streets) Booth 307

11:30–11:50a

Trada Inc.: David vs. Goliath in Search Marketing

12:00–12:20p

Marchex: Understanding Digital Call Advertising— Find New Customers and Ignite Sales in a New Way

11:30–12:30p

Pitch the Journalists

Raven Internet Marketing Tools: Holistic Internet Marketing: SEO, PPC, Social Media, & Content Management for Agencies

12:45–1:45p

Social Media Quick Wins Speaker: Liana Evans, Author; Co-Founder & CEO, LiBeck Integrated Marketing

12:30–12:50p 1:00–1:20p

Searchmetrics: Link Building Strategies and Management

1:30–1:50p

blekko: The Fight Against Spam Continues

2:00–2:20p

Kenshoo: How to Improve Your Facebook Ads

2:30–2:50p

7Search.com: A Common Sense Approach to Improving PPC Performance

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agenda

Thursday, August 18 SES San Francisco Moscone West (4th & Howard Streets) SEO track Room 2001

PPC Track Room 2003

local/mobile TRACK Room 2005

8:00–4:00p

Registration

8:30–9:00a

Morning Coffee

9:00–10:30a

SEO 2.0: Less is More

Ads in a Quality Score World

10:30–10:45a 10:45–12:15p

Social Media Signals in Search

SEW Labs—Best Practices in Paid Search Advertising

SEW Labs—Advanced Search Engine Marketing Tools & Tactics

Content Marketing Optimization

Local + Social: The Future of Promotion

The Convergence of Search, Social, & Content Marketing

B2B Lead Generation Management & CRM Integration

Channel Surfing: Measuring Profit & ROI across Channels

Search: Where to Next?

PPC Beyond Search: New Ad Formats, Display, & Social

Reserved for Late Breaking Topic

Networking Lunch SEW Labs—Social SEO

Avoiding PPC Campaign Stagnation

2:45–3:00p 3:00–4:00p

special interest track Room 2009

Session Interval

12:15–1:15p 1:15–2:45p

Local 2.0: The Evolution of Local Search

accelerator track Room 2007

Smart Mobile Marketing Session Interval

Enterprise Level SEO

SEM in the Retail Vertical

Reserved for Late Breaking Topic

4:00–4:30p

Afternoon Break

4:30–5:30p

Afternoon Keynote Panel: View from the Top

5:30–6:30p

Wrap-up Session

Friday, August 19 Bruce Clay Inc. Search Engine Optimization Training Workshop InterContinental San Francisco (888 Howard Street) 8:30–5:30p

aimClear

aimClear® Facebook Marketing Intensive Workshop

MARKETING INTENSIVE

InterContinental San Francisco (888 Howard Street) 8:30–5:30p

®

Facebook

eec: Email Marketer’s Toolkit For Success InterContinental San Francisco (888 Howard Street) 8:30–5:30p

10 SES • August 2011 {San Francisco}

DON’T BE BROWSED OVER. Be the decision.

Searchers who use Microsoft and Yahoo! sites (including Bing, Yahoo! Search, and partners) are likely to spend 25% more than the average searcher in the US.1 Discover how Bing and Yahoo! Search advertising can help you increase sales, leads, and awareness for your business. Sign up with MicrosoftÂŽ Advertising adCenter today and start advertising on Bing and Yahoo! Search. Call (866) 344-7254 or visit www.microsoftadvertising.com/SESSanFran.

1. comScore Core Search (custom), March 2011.

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sponsors & exhibitors

Expo Hall Hours Tuesday, August 16—10:00am–6:30pm Wednesday, August 17—10:00am–3:00pm

platinum sponsors Google Booth 501 www.google.com Google’s innovative search technologies connect millions of people around the world with information every day. Founded in 1998 by Stanford Ph.D. students Larry Page and Sergey Brin, Google today is a top web property in all major global markets. Google’s targeted advertising program, which is the largest and fastest growing in the industry, provides businesses of all sizes with measurable results, while enhancing the overall web experience for users. Google is headquartered in Silicon Valley with offices throughout North America, Europe, and Asia.

Marin Software Booth 601 www.marinsoftware.com Marin Software is a leading provider of online advertising management solutions, offering an integrated platform for managing search, display, and social marketing. The company provides solutions for advertisers and agencies of all sizes, enabling them to improve financial performance, save time, and make better decisions. Marin Enterprise, the company’s flagship product, addresses the needs of online marketers spending at least $100,000 per month on biddable media. Marin Professional delivers the same power and ease of use as Marin Enterprise, through an application designed for marketers spending less than $100,000 per month on paid search.

Headquartered in San Francisco, with offices worldwide, Marin’s technology powers marketing campaigns for over 800 customers managing more than $2 billion of annualized ad spend in more than 160 countries.

Symantec—VeriSign Authentication Services Booth 401 www.symantec.com Symantec is a global leader in providing security, storage, and systems management solutions to help consumers and organizations secure and manage their information and identities. Symantec software and services protect against more risks at more points, more completely and efficiently, enabling confidence wherever information is used or stored.

Symantec provides organizations with security and management through its endpoint security, messaging security, application security and security management solutions. In addition, Symantec’s encryption products, now including PGP, enable organizations

12 SES • August 2011 {San Francisco}

to deliver comprehensive data protection with proven standardsbased technology. With its recent acquisition of VeriSign’s identity and authentication technology, Symantec provides capabilities for protecting information and identities online so that customers can be assured that websites are authentic and secure. Symantec Hosted Services uses the power of cloud computing to provide essential protection while virtually eliminating the need to manage hardware and software on site.

Gold Sponsors Bing Booth 701 www.bing.com Bing, the decision engine from Microsoft Corp., represents a new generation of search. Bing was developed to deliver results in a visually stunning way that makes it easy for users to find the information they need. People today expect more than 10 blue links on a page, and Bing is Microsoft’s first step in a broader effort to evolve search into a more refined tool that helps people cut through Internet clutter. Designed with today’s searchers in mind, Bing provides intelligent tools to simplify tasks and help people make fast decisions.

iContact Booth 506 www.icontact.com iContact empowers you to engage, educate, and retain your targeted customers and prospects with efficient email communications—and ultimately maximize your marketing and retention efforts. iContact leads the industry with a 99%* deliverability rate, so you can trust that your messages reach the customer-inbox. With plans starting as low as $9 per month, iContact makes it easy for over 600,000 users worldwide to create and send email marketing campaigns.

Capitalize on the revenue-generating power of email marketing and chose iContact for trusted email marketing made simple. *The third-party company Pivotal Veracity scores iContact’s email deliverability rate between 99%.

Silver Sponsors Adchemy www.adchemy.com Adchemy is an innovative advertising technology company pioneering the way online advertisers create, manage, and optimize search engine marketing. We help advertisers increase the profitability, scalability, and relevancy of their paid search advertising campaigns. Our IntentMap technology exponentially expands the scope and coverage of paid search campaigns without the need of more

product & service guide Advertising Networks 7Search.com.......................................... 513 LinkWorth.............................................. 413 Local.com...............................................300 LookSmart..............................................517 teliad........................................................209 Affiliate & Performance Based Marketing Solutions LookSmart..............................................517 Marchex.................................................. 407 Monetate...............................................420 7Search.com.......................................... 513 Blog Advertising LinkWorth.............................................. 413 teliad........................................................209 Content Management American Express OPEN.................. 613 CrowdSource.com...............................323 Monetate...............................................420 pixelsilk...................................................608 Servio......................................................203 Content & News Feed Providers Brafton, Inc...........................................200 CrowdSource.com...............................323 PRWeb......................................................617 Que Publishing..................................... 720 Servio......................................................203 Textbroker.............................................. 416 Website Magazine..............................308 WriterAccess..........................................717 Display Advertising Acquisio.................................................. 621 Google..................................................... 501 iProspect.................................................417 Marin Software................................... 601 RMM Online Advertising.................. 814 Superpages.com.................................. 301 Website Magazine..............................308 Domain Registrars Sedo.com...............................................320 E-Mail Marketing Solutions Cybertegic, Inc......................................317 Email Experience Council................522 iContact..................................................506 General Search Engines Bing...........................................................701 blekko...................................................... 414 eZanga.com........................................... 612 Interactive Marketing Agencies iCrossing................................................ 707 Inceptor.................................................. 516 iProspect.................................................417 Rimm-Kaufman Group...................... 412 Rosetta...................................................616 SEO, Inc..................................................202

Interactive Marketing Associations & Publications Email Experience Council................522 Full Sail University............................. 221 Que Publishing..................................... 720 topseos.com..........................................523 Visibility Magazine.............................525 Website Magazine..............................308 Local Search Marketing Services and Directories AuroIN LLC............................................ 207 Local.com...............................................300 Local Splash......................................... 415 Superpages.com.................................. 301 Marketing Optimization Solutions Acquisio.................................................. 621 Adobe Systems, Incorporated........ 607 BoostCTR............................................... 213 Brafton, Inc...........................................200 BrightEdge............................................206 ClickEquations..................................... 521 ClickPath................................................ 314 Compete.................................................706 Google..................................................... 501 gShift Labs............................................ 313 Hoover’s.................................................. 812 iContact..................................................506 InboundWriter........................................217 Local Splash......................................... 415 Kenshoo.................................................. 201 Marin Software................................... 601 Market Motive Training Institute...423 Monetate...............................................420 PRWeb......................................................617 Que Publishing..................................... 720 Raven Internet Marketing Tools... 421 Rimm-Kaufman Group...................... 412 Searchmetrics...................................... 216 SEMRush................................................208 SiteWit....................................................520 SubmitEdge.......................................... 212 Trada, Inc................................................ 512 topseos.com..........................................523 Userlytics............................................... 316 Visibility Magazine.............................525 VisiStat....................................................715 WordWatch.............................................712 Mobile & Rich Media Advertising Solutions iProspect.................................................417 Marchex.................................................. 407 RMM Online Advertising.................. 814 Organic Search Marketing AuroIN LLC............................................ 207 Brafton, Inc...........................................200 BrightEdge............................................206 Bruce Clay, Inc..................................... 507 gShift Labs............................................ 313 Inceptor.................................................. 516 Indus Net Technologies....................620

Booth #s on right.

PRWeb......................................................617 Raven Internet Marketing Tools... 421 Rosetta...................................................616 Sedo.com...............................................320 SEO, Inc..................................................202 Servio......................................................203 SpyFu.......................................................622 SubmitEdge.......................................... 212 TasksEveryday.com.............................713 topseos.com..........................................523 Visibility Magazine.............................525 Wpromote Inc.......................................400 WriterAccess..........................................717 Pay-Per Click Networks and Management Services Adlucent.................................................. 312 American Express OPEN.................. 613 eZanga.com........................................... 612 LookSmart..............................................517 RMM Online Advertising.................. 814 Sedo.com...............................................320 7Search.com.......................................... 513 Superpages.com.................................. 301 Trada, Inc................................................ 512 WordWatch.............................................712 Wpromote Inc.......................................400 Pay-Per-Call Companies Marchex.................................................. 407 Search Marketing Agencies Adlucent.................................................. 312 BoostCTR............................................... 213 Bruce Clay, Inc..................................... 507 Cybertegic, Inc......................................317 eZanga.com........................................... 612 iCrossing................................................ 707 Inceptor.................................................. 516 Indus Net Technologies....................620 Rimm-Kaufman Group...................... 412 Rosetta...................................................616 SEO, Inc..................................................202 SubmitEdge.......................................... 212 TasksEveryday.com.............................713 teliad........................................................209 Wpromote Inc.......................................400 WriterAccess..........................................717 Search Marketing Software Acquisio.................................................. 621 Adlucent.................................................. 312 Adobe Systems, Incorporated........ 607 American Express OPEN.................. 613 BoostCTR............................................... 213 BrightEdge............................................206 ClickEquations..................................... 521 ClickPath................................................ 314 Compete.................................................706 CrowdSource.com...............................323 Google..................................................... 501 gShift Labs............................................ 313 LinkWorth.............................................. 413 Kenshoo.................................................. 201

Marin Software................................... 601 Raven Internet Marketing Tools... 421 Searchmetrics...................................... 216 SEMRush................................................208 SiteWit....................................................520 SpyFu.......................................................622 WordWatch.............................................712 Shopping Cart & E-Commerce Solution Providers Cybertegic, Inc......................................317 Indus Net Technologies....................620 Plimus, Inc............................................. 315 Specialized Search Engines (Multimedia, Mobile, Shopping, International, etc.)

Bing...........................................................701 Local.com...............................................300 Staffing Solutions AuroIN LLC............................................ 207 Full Sail University............................. 221 Market Motive Training Institute...423 TasksEveryday.com.............................713 Trada, Inc................................................ 512 Training Courses & Certification in Search Marketing Bruce Clay, Inc..................................... 507 Full Sail University............................. 221 Market Motive Training Institute...423 Pubcon....................................................422 Online Marketing Institute..............223 Web Analytics Adobe Systems, Incorporated........ 607 ClickEquations..................................... 521 ClickPath................................................ 314 Compete.................................................706 SEMRush................................................208 SiteWit....................................................520 SpyFu.......................................................622 Userlytics............................................... 316 VisiStat....................................................715 Website Search and Technologies Bing...........................................................701 iCrossing................................................ 707 InboundWriter........................................217 pixelsilk...................................................608 Searchmetrics...................................... 216 Userlytics............................................... 316 VisiStat....................................................715 Website Security and Online Authentication Symantec—VeriSign Authentication Services................... 401

sesconference.com • SES 13

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sponsors & exhibitors Silver Sponsors (cont’d)

Exhibitors

manpower. IntentMap makes management of large search advertising campaigns easy: Millions of keywords, hundreds of thousands of ad groups and ad copy are managed through an abstract layer of values directly related to the phrases consumers use to express their intent when searching for products and services.

Acquisio

Bruce Clay, Inc. Booth 507 www.bruceclay.com Since 1996, http://www.bruceclay.com has been one of the leading search engine optimization web destinations. Today, Bruce Clay, Inc., is a global Internet marketing company providing SEO, PPC, Analytics, Web Design, Conversion Optimization and Social Media Marketing services. Their live SEO Training courses are the industry standard, with over 2,500 students taught. Creators of the SEOToolSet®, Search Engine Relationship Chart and SEO Code of Ethics, the company has offices in Los Angeles, New York, Australia, Italy, India, Brazil and Japan.

iProspect Booth 417 www.iprospect.com iProspect is a leading global digital performance agency. The company helps many of the world’s most successful brands maximize their online marketing ROI through pay-per-click management, search engine optimization, performance display, comparison shopping management, local search, mobile, social media management, research, and other related services. The agency, which is part of Aegis Media, has received numerous industry awards including: the 2010 ClickZ Connected Marketing Award for Best Use of Search Engine Marketing; the 2009 Search Engine Strategies Award for Best Social Media Marketing Campaign; and the 2009 Search Engine Strategies Award for Best Use of Local Search. With offices in Boston, New York, Chicago, San Francisco, Dallas-Fort Worth, and around the globe, iProspect can be contacted at 1-800-522-1152.

SubmitEdge Booth 212 www.submitedge.com Located in the U.K., the U.S. and India, SubmitEdge is one of the largest contextual link building companies in the SEO industry. We are an ISO 9001-2008 certified company with over 200 in-house employees. Since our production house is in India it makes easy for us to offer services at affordable prices. SubmitEdge has served over 18,000 customers worldwide since 2006. Our link building effort has helped our customers achieve their SEO goals to get organic ranking leading to increase in traffic and sales.

SubmitEdge is brain child of Kush Infosystems Pvt. Ltd. that specialized in SEO, Content Writing and Web Programming.

14 SES • August 2011 {San Francisco}

Booth 621 www.acquisio.com The world’s leading Performance Media Platform, Acquisio helps marketers buy, track, manage, optimize, and report on media across all channels. The platform was designed for search marketing, and it has evolved to include Facebook ads and retargeted ads on all major RTB display networks. Acquisio provides the industry-leading technology for marketers buying ads on any online channel, allowing them to handle all tasks associated with performance advertising, from ad purchase through conversion tracking and beyond, within a single integrated platform.

With more than $500MM in ad spend under its management, Acquisio is the multi-channel advertising solution preferred by advertising and marketing agencies. The company is based in Montreal, Quebec with satellite offices in Seattle and London.

Adlucent Booth 312 www.adlucent.com Adlucent partners with leading online and multi-channel retailers to maximize profitable revenue growth and improve business performance using paid search.

Our personalized approach to client success reflects that retail is different. Strategies that work in other industries do not translate to retail due to product demand volatility caused by shifts in pricing, competition, inventory levels, and seasonality.

Adlucent’s solution combines our proprietary, retail-optimized Deep Search™ software platform, retail industry expertise, and a unique performance-based compensation model that aligns our goals with yours. The result: we typically deliver 30 percent revenue gains for our clients in the first year.

Follow us on Twitter at http://www.twitter.com/adlucent.

Adobe Systems, Incorporated Booth 607 www.omniture.com The Adobe® Online Marketing Suite, powered by Omniture®, offers an integrated and open platform for online business optimization, a strategy for using customer insight to drive innovation throughout the business and enhance marketing efficiency. The Suite consists of integrated applications to collect and unleash the power of customer insight to optimize customer acquisition, conversion and retention efforts as well as the creation and distribution of content.

American Express OPEN Booth 613 www.open.com American Express OPEN is dedicated to helping our customers find new ways to do more business. That’s why we’re introducing SearchManager, the new online solution that helps simplify search marketing, an increasingly important way to find new customers and drive sales. And that’s how we’re helping businesses Boom.

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sponsors & exhibitors AuroIN LLC Booth 207 www.auroin.com Since 1999, http://www.auroin.com has been one of the leading SEO web destinations. Today, AuroIN LLC. is a global Internet marketing company providing SEO, PPC, SMO, Analytics, Reputation Management, Conversion Optimization services etc. Their 700-plus SEO professionals are extremely good and produce the best result.

If you have worked with several SEO companies in the past; none of them fulfilled reasonably anything that they promised. If they took your money and disappeared. If they promised things, achieved a small part of their promises and then fell asleep or something, things were really sluggish. Then AuroIN comes into the picture. AuroIN client retention rate is very high. Many of clients are working with them for above 5 years. You can use AuroIN for Guaranteed Result!

blekko Booth 414 www.blekko.com blekko is a better way to search the web by using slashtags.

Slashtags search only the sites you want and cut out the spam sites.

Use friends, experts, community or your own slashtags to slash in what you want and slash out what you don’t.

BoostCTR Booth 213 www.boostctr.com BoostCTR is an on-demand, crowdsourced network of expert PPC copywriters supported by an automated testing platform. The BoostCTR platform makes ad text optimization more effective and efficient.

Brafton, Inc. Booth 200 www.brafton.com Brafton is an online news agency providing custom content marketing services. Our full-time journalists write exclusive content to fit clients’ unique editorial briefs and keyword strategies, and daily publication keeps businesses’ websites and social pages fresh. Brafton’s SEO-friendly content increases organic listings, engages social audiences and drives traffic to conversion pages.

BrightEdge Booth 206 www.brightedge.com BrightEdge is the leading enterprise SEO platform and the trusted partner of the largest and most recognizable brands in the world.

BrightEdge helps marketers rise above the increasing clutter of the web and drive organic revenue from search engines across the globe in a measurable, predictable way. The BrightEdge SEO technology drives more than $3 billion in organic search for leading brands across industries, including seven of the top 10 retailers, and Fortune 1000 leaders in e-commerce, technology, media, Internet, financial services and consumer goods. BrightEdge is based in San Mateo,

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CA and is privately held with financing from Battery Ventures, Altos Ventures and Illuminate Ventures.

For more information, friend us on Facebook at www.facebook. com/seoplatform or follow us on Twitter at www.twitter.com/ brightedge.

ClickEquations Booth 521 www.clickequations.com ClickEquations, a solution of Channel Intelligence, is the first intelligent paid search platform for large advertisers and agencies.

ClickEquations offers complete 3-engine management, bidding, and reporting plus intelligent extras that make life easier. We have no hassle pricing, no setup fee and included support.

ClickEquations is a paid search SaaS platform solution of the CI Boost services suite from Channel Intelligence (CI). Relied on by leading companies such as Best Buy, Target, Neiman Marcus, HP, Philips and Kimberly-Clark, CI is the marketing technology company that helps advertisers and agencies outperform online by leveraging CI Boost services to drive billions of sales annually.

Founded in 1999, CI offers the most complete suite of performancebased e-commerce services in the industry. The CI Boost suite includes: Product Search, Display Advertising, Shopping Engines, Marketplaces, Where-to-Buy and Webstore. Learn more at www. channelintelligence.com.

ClickPath Booth 314 www.clickpath.com ClickPath is an award winning, online-to-offline ad tracking solution that gives you unprecedented visibility into your entire conversion performance. Simply put, ClickPath tracks all conversions generated from your online advertising, including phone calls, and ties them back to the exact keyword or ad source. ClickPath’s patentpending technology is the only scalable analytics tool that can track phone call conversions generated from your search engine marketing—down to the keyword. ClickPath extends your campaign performance analytics by giving you a complete picture of all the conversions your keywords generate—online and offline. With ClickPath you can make informed decisions on which ads and keywords are driving revenue instead of merely driving click-throughs.

Clickworker Booth 716 www.clickworker.com Clickworker enables companies to rethink the way they do the work they do today, and reconsider—through a whole new lens of possibilities—ways to work in the future. We serve an array of U.S. and international clients with a web-based platform that utilizes crowdsourcing to break large projects into microtasks that are executed by our thousands of workers. Completed tasks are consolidated utilizing our market-tested work-flow system and delivered only after having been certified by industry-leading quality assurance processes. Whether through base applications or custom solutions developed for unique requirements, our ClickQwik™ SEO

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sponsors & exhibitors Text Creation, Data Authentication, and other services offer clients time-to-market advantages, cost savings, and broad-based business information improvements. Write us at sales-us@clickworker.com, or call East Coast: 585-270-2700 or West Coast: 415-800-0100.

Compete Booth 706 www.compete.com Compete, a Kantar Media company, helps the world’s top brands improve their marketing based on the online behavior of millions of consumers. Leading advertisers, agencies and publishers rely on Compete’s products and services to create engaging online experiences and highly profitable advertising campaigns. Compete’s online panel—the largest in the industry—makes the web as ingrained in marketing as it is in people’s lives. Compete is located in Boston, with offices throughout the U.S.

Covario Sponsored Session www.covario.com Covario, Inc., is the leader in Interactive Marketing Analytics (IMA) software. The Covario portfolio provides global organizations with robust interactive and search marketing analytics solutions for paid search advertising, organic search engine optimization and display advertising across the enterprise and throughout the channel.

Covario enables complex and distributed organizations to control brand integrity, ensure budget transparency and deliver quantifiable results across business units, distribution channels and languages.

Covario’s growing customer list include some of the world’s best known brands in high tech manufacturing, financial services, electronics, media and publishing and consumer packaged goods.

CrowdSource.com Booth 323 www.crowdsource.com Crowdsource’s Scalable Workforce platform enhances Amazon’s Mechanical Turk with features to manage work and the workforce.

From providing pre-screened groups of skilled workers, to allowing businesses to build complex workflows, Scalable Workforce eliminates the most common pain points for businesses who want to leverage the more than 500,000 workers who frequent the Mechanical Turk Marketplace.

Cybertegic Booth 317 www.cybertegic.com Cybertegic, Inc., is a full service online marketing company based in Los Angeles, CA that specializes in search engine optimization, pay per click advertising, email marketing, social media marketing, and e-commerce development. Comprised of a team of experienced MBA business analysts, Cybertegic prides itself in formulating tailor-made marketing solutions for its clients. Backed by a decade of practice in internet marketing, Cybertegic’s result-oriented online advertising strategies have generated increased sales and lead conversions to grow clients’ online businesses.

18 SES • August 2011 {San Francisco}

Our impressive portfolio includes building ecommerce sites for wholesale clothing and accessory retailers; conducting international PPC campaigns for B2C retailers that convert into repeat sales; and implementing SEO tactics for clients whose sites are now among Google’s top ten search results for competitive keywords such as “wholesale shoes,” “fashion jewelry,” and “wholesale rings.”

DoubleClick Search WiFi Sponsor www.doubleclick.com All of your search campaigns in one place.

DoubleClick Search V3 makes it faster and easier than ever to manage large search campaigns across AdWords and Microsoft AdCenter. Powerful, easy-to-use workflow and reporting features save you time, while strategic bid optimization features help you improve performance. DS3 has been rebuilt on the Google infrastructure, so it’s both fast and reliable, all designed to to help you get more from your search campaigns.

Edgenet Booth 322 www.edgenet.com We’re Edgenet—a technology company that provides applications and services to help you sell easier and sell more.

We lead the way in data services, guided selling and marketing solutions. Our products are used by top retailers, distributors, web sites and suppliers throughout the retail industry.

Consumers and businesses want details about your products. At Edgenet, we organize that product information to increase sales— like creating a solution for websites which guides visitors to the product that best fits their need; or changing the world of product data with Ezeedata, the premier product information tool that improves and certifies product data.

Because of Ezeedata’s rigorous certification process, more and more suppliers and retailers are turning to Edgenet, including the world’s largest search and shopping engines—both Google and Bing have forged partnerships with us.

Email Experience Council Booth 522 www.emailexperience.org The eec, the email marketing arm of the Direct Marketing Association, is a global professional organization that strives to enhance the image of email marketing and communications, while celebrating and actively advocating its critical importance in business, and its ROI value.

We are committed to regularly conducting a broad series of email initiatives for a variety of organizations that highlight the positive impact and importance of email as a marketing tool, communications vehicle and branding device. Additionally, eec members are setting the standards for email through our Member Roundtables and Advisory Committees. The eec members who belong to our organization are representative of other trade organizations, agencies, advertisers, technology partners, clients and companies focused on the potential of email marketing.

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sponsors & exhibitors eZanga.com Booth 612 www.ezanga.com eZanga.com is a search engine specializing in online advertising and services. eZanga users are given a convenient and accurate web search experience with feature-rich results. Our proprietary Metasearch technology retrieves information from multiple search engines displaying only the most pertinent results without duplication or overlap. eZanga offers local, regional and national advertising campaigns focused on generating a high ROI. Our advertisers enjoy benefits including personalized account management, expansive toolsets and advanced fraud prevention. Released in summer 2010, Traffic Advisors 5.0 is our latest update to our progressive fraud filtration system preventing fraudulent clicks in real-time to ensure clean, qualified traffic.

Full Sail University Booth 221 www.fullsail.edu Both Full Sail University’s Internet Marketing bachelor’s and master’s degrees explore the many opportunities available for utilizing the Internet to market effectively. Learn to plan, launch and optimize marketing campaigns that build brand recognition, drive traffic, and generate conversions.

These comprehensive programs cover all facets of online marketing including e-commerce, social media, pay-per-click and SEO. You’ll explore online operating models through courses that cover affiliate marketing and e-commerce, and utilize real-world tools to gain practical experience.

Our experienced teaching staff is subject-matter experts, focused on providing course materials that give you the most current information. Our innovative learning management system gives you all the tools you need to be a successful online student.

gShift Labs Booth 313 www.gshiftlabs.com gShift’s flagship product, Web Presence Optimizer™ is a Software as a Service (SaaS) SEO platform built for agencies and marketers that need to get control of their organic search efforts. There is nothing to install or download.

Our solution is unique because it provides non-technical people with plain language recommendations on what to do next to your web presence in order to improve your organic search results. When you implement a system recommendation it is linked to your web analytics for tracking over time. So you can understand how a particular change has impacted your organic ranking and traffic to your website. gShift Labs can be contacted at 705-252-9371.

Hoover’s Booth 812 www.hoovers.com Hoover’s is the market leader in business information, providing data on more than 85 million people and 65 million companies

20 SES • August 2011 {San Francisco}

throughout 900 industry segments. Our mission is to make your work easier by connecting you with the business people and companies that can help your business grow.

With Hoover’s, you will save time and be able to focus on your highest-value activities, so you can be more successful at what you do with less effort.

Make us your partner. We will make your work easier.

iCrossing Booth 707 www.icrossing.com iCrossing is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class digital marketing services—including paid search, search engine optimization, Web development, social media, mobile, research and analytics—to create integrated digital marketing programs that engage consumers and drive ROI. iCrossing’s client base includes such recognized brands as The LEGO Group, Epson America and Toyota, and 40 Fortune 500 companies, including The Coca-Cola Company, MasterCard and FedEx. Headquartered in New York, the company has 700 employees in 13 offices globally. iCrossing is a unit of Hearst Corporation, one of the nation’s largest diversified media companies.

InboundWriter Booth 217 www.inboundwriter.com InboundWriter™, the Social Writing Application, enables writers, bloggers, journalists and marketers to easily create content for increased reach, engagement and online conversions.

As the industry’s first social writing application, InboundWriter delivers access to real-time social intelligence as to what your audience is reading, sharing and discussing online during the content creation process.

With InboundWriter, you can easily discover what interests your target audience today by exploring what words they are using when searching for content or while sharing content via social media. Just provide InboundWriter with a few words and websites that relate to the topic you are writing about. InboundWriter then scours major search engines, popular social media sites and specified competitive websites to determine words and phrases directly relevant to your topic of choice.

Inceptor Booth 516 www.inceptor.com Inceptor SM, a search marketing service of SuperMedia LLC. What really makes Inceptor SM different isn’t about us. It’s about you. When you become an Inceptor SM client, you aren’t just hiring a vendor. Our team becomes personally invested in your success, providing the customized strategies, open communications and responsive service that will allow you to reach your business goals.

Our active, hands-on approach to PPC, SEO and Comparison Shopping Engine (CSE) programs can lead you to higher ROI, increased online visibility and growth of revenue.

Master craftsmen. Custom solutions.

Serving small business and Fortune 500s alike since 1996.

Experience our full menu of Internet marketing optimization services: Search Engine Optimization Pay Per Click and Paid Search

Visit us at booth 507

Analytics Tracking/Management Conversion Rate Optimization Social Media Optimization SEO-Ready Site Design/Architecture Local Search Optimization Search Engine Optimization Training Search Engine Optimization Tools

Mention this ad for $300 o our three-day SEOToolSetŽ training!

United States | Australia | Brazil | Europe | India | Japan

BruceClay.com

866.517.1900

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sponsors & exhibitors The InceptorSM team practices SEM at a level of expertise and success that few others have achieved. If you’ve ever wondered why your “can’t fail” search plan did fail, talk to us. Call 800-307-6709 today.

Inceptor SM, formerly Idearc Search Marketing.

Indus Net Technologies Booth 620 www.indusnet.co.in Indus Net Technologies (established in 1997), provides an integrated, result oriented approach to Internet marketing including SEO, PPC Management, Website Analytics and Conversion Optimization. We have an uncompromising commitment to quality which is reinforced through our excellent process framework and on-going Research & Development program.

Our team of 350+ top-notch professionals working from UK & India help our 5500+ clients achieve highest ROI from their online investment. We work with digital marketing agencies all over the world as their trusted and reliable outsourcing partner. We help them reduce their cost and provide ready-to-use team to scale up faster. Our white label approach ensures that we remain transparent and work in the background to help our partners compete better.

Our online service brands include Promote2Please.com, Submit2Please.com, and Content2Please.com.

Kenshoo Booth 201 www.kenshoo.com Kenshoo is a digital marketing software company that engineers technology solutions for search marketing and online advertising.

Kenshoo’s global platform delivers the control, automation and results needed to make better investments. Advertisers, agencies and marketing providers use Kenshoo to direct 15 billion+ USD in online sales revenue and 1 billion+ USD in annual ad spend. Kenshoo powers eight of the ten largest ad agency networks and five of the top ten global retailers. With campaigns running in more than 100 countries, Kenshoo customers include such brands as Barnes and Noble, CareerBuilder, Facebook, John Lewis, LendingTree, Sears, Walgreens, and Zappos.

LinkWorth Booth 413 www.linkworth.com LinkWorth is an online advertising portal providing a unique monetization venue for publishers and innovative marketing products for advertisers. Services include text link advertising, in-content payper-click, hosted content pages, paid blog reviews, SEO consulting services, article submission, directory submission, press releases, and custom content creation.

Local.com Booth 300 www.local.com Local.com Corporation (NASDAQ: LOCM), a leading online local media company, enables brick-and-mortar businesses to connect

22 SES • August 2011 {San Francisco}

with online customers using a variety of digital marketing products.

The company reaches more than 20 million consumers each month on the flagship Local.com website, 1,400 regional media sites and more than 100,000 geo-category websites. The company distributes daily deals via Spreebird.com, rich media ads via Rovion.com, and real-time product inventory information from more than 50,000 retailers nationwide via Krillion.com.

Mobile Charging Station: recharge your mobile phone, laptop, iPad® and other electronic devices at our booth.

Local Splash Booth 415 www.localsplash.com The Local Splash service puts local businesses on the first page of Google™, Yahoo!™, and MSN™ Bing search results, including the map, organic and sponsored search sections. The Local Splash service has been used by tens of thousands of local businesses. In addition, many national chains like Extra Space Storage (750+ locations) trust Local Splash for all their local search marketing. Whether or not a business has a website, Local Splash enables local businesses to be found online.

The company behind LocalSplash is Relevant Ads, founded in 2004 with the mission of helping local businesses be found online.

Relevant Ads offers agencies and resellers a unique partnering opportunity--interested parties should contact Michael Orefice at 877-635-6225, ext. 324 or email morefice@localsplash.com for more information.

LookSmart Booth 517 www.looksmart.com LookSmart is an online search advertising network that provides performance solutions for online search advertisers and online publishers. LookSmart offers advertisers targeted, PPC search advertising via its Advertiser Network; and an Ad Center platform for customizable private-label advertiser solutions for online publishers.

LookSmart is based in San Francisco, California. For more information, call 415-348-7500.

Marchex Booth 407 www.marchex.com Marchex’s mission is to unlock local commerce globally by helping advertisers reach customers wherever they may be—in mobile, offline and online channels, including on our own local and category web sites.

Our performance-based call advertising products, Marchex PayFor-Call and Marchex Call Analytics, are reinventing how businesses acquire new customers through the phone. Our award-winning Small Business Marketing products empower local businesses to efficiently monitor their online presence, communicate with their customers, and acquire new ones. Every day, our products support tens of thousands of advertisers and partners, ranging from global enterprises to local businesses.

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sponsors & exhibitors Marketo Booth 816 www.marketo.com Marketo is the revenue performance management company, transforming how marketing and sales teams of all sizes work—and work together—to accelerate predictable revenue. Marketo’s solutions are both powerful and easy to use, providing explosive revenue growth throughout the revenue cycle from the earliest stages of demand generation and lead management to deal close and continued customer loyalty. Known for providing breakthrough innovation and explosive growth, Marketo won the 2010 CODiE award for “Best Marketing Solution,” and was voted “Best Marketing Automation Application” and “Best Mass Emails Solution” by Salesforce customers on the Force.com AppExchange.

Market Motive Training Institute Booth 423 www.marketmotive.com What does it take to be certified in search marketing? Visit Market Motive to find out. We’ll show you our online video training library; you’ll meet our top-rated faculty and get a glimpse into the testing and endorsement system that is world-recognized and endorsed by the biggest names in search.

Market Motive provides online certification courses in SEO, Web Analytics, PPC, Social Media, Conversion Optimization, Online PR, Email Marketing and more. All courses are online and all students have weekly phone conferences with the faculty. And the faculty is the best part—it’s a “Who’s Who of the internet marketing world” according to Website Magazine and “the best in the business” according to Internet Marketing Pilgrim.

Monetate Booth 420 www.monetate.com Monetate is the leading independent provider of testing, targeting, and personalization for websites. Companies like QVC, PETCO, and Urban Outfitters use Monetate to make the most of their online marketing dollars and optimize their website investments. Monetate does this by helping marketers test and target product pitches and eCommerce features. Successful tests can be converted instantly into targeted messaging and promotional campaigns, anywhere on the website, with no additional coding. Based in Philadelphia, Monetate serves a growing number of Internet Retailer Top 500 companies and is an IBM Coremetrics Partner, an eTail Preferred Solution Provider, and a member of Shop.org.

Online Marketing Institute Booth 223 www.onlinemarketinginstitute.com The Online Marketing Institute (OMI), in association with Wharton Interactive Media Initiative, is an education-focused, career development organization offering marketers accreditation in the various fields of online marketing. OMI’s curriculum of case studies, best practices, peer validation and trend analysis is delivered to students via workshops, webinars, seminars and online learning

24 SES • August 2011 {San Francisco}

channels. OMI’s education program was built in conjunction with leading universities, research firms and associations to give marketers market-tested practical knowledge that can immediately benefit their careers. OMI’s courses are available to the general public. OMI is the educational sister entity of the Online Marketing Summit (OMS).

Page One Power SEO Booth 321 www.page-one-power.com Page One Power is a small SEO firm located in Boise Idaho. It is headed by two brothers, Jon and Zach Ball. Page One Power focuses on customized, white hat SEO. They work with a limited number of highly motivated clients who are focused on getting top search engine rankings.

“We’re a small firm. We don’t have departments and account managers so our clients work directly with the leadership of the company. Because of this our clients love working with us. Of course we get results too.” Jon Ball, Page One Power.

Pixelsilk Booth 608 www.pixelsilk.com Pixelsilk is the first 100% SEO friendly web-based content management system (CMS) designed with SEO best practices at its core.

Preferred and endorsed by some of the best in the SEO industry, Pixelsilk is changing the web CMS paradigm.

Pixelsilk includes full HTML and URL control, real-time SEO advice, multiple-site management, and an open architecture for plugins. Pixelsilk makes it simple to implement a branded design, e-commerce cart or search strategy—while still being easy for those editing content.

Plimus Booth 315 www.plimus.com Plimus is totally committed to helping e-businesses Sell More through our full service e-commerce platform. With our built-in marketing, affiliate networking, flexible payments, and community features, companies can generate new revenues and higher profitability. The flexible and scalable architecture of the Plimus platform enables any company to benefit from our wide range of services. With just a few clicks, businesses of all sizes can create effective online sales through Plimus’ e-commerce system and affiliate network.

PRWeb Booth 617 www.prweb.com PRWeb is recognized as a leading online news and press release distribution service worldwide. Since 1997, PRWeb has been changing the way businesses, marketing departments and public relations firms think about press releases. PRWeb was the first company to develop a distribution strategy around direct-to-consumer communication and to build and offer a search engine optimized platform for press release distribution. PRWeb, located in Ferndale, WA, is a

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sponsors & exhibitors wholly owned subsidiary of Vocus, Inc., a leading provider of ondemand public relations management software.

PubCon Booth 422 www.pubcon.com PubCon, the premier search and social media conference, will hold its multi-track Las Vegas event on November 8–10, 2011, at the Las Vegas Convention Center.

PubCon, supported by the industry’s leading businesses, speakers, exhibitors, and sponsors involved in social media, Internet marketing, search engines, and online advertising, offers an in-depth look at the future of technology presented by over 200 of the world’s top speakers in more than 100 provocative cutting-edge sessions.

PubCon Las Vegas 2011 will be one of the biggest and boldest international gatherings of optimization and new media innovators ever assembled.

Que Publishing Booth 720 www.quepublishing.com Que Publishing, a publishing imprint of Pearson, was founded in 1981 and has more than 29 years of experience providing practical advice on computers and technology. We take pride in our ability to lead innovation within the technical publishing space and provide you with the tools you need to enhance your personal and professional life.

Raven Internet Marketing Tools Booth 421 www.raventools.com Raven Internet Marketing Tools is used by thousands of marketers around the world to efficiently manage search engine optimization and social media conversations. With Raven you can conduct research and analysis, manage link building campaigns, track search engine trends, instantly produce sophisticated campaign reports for SEO and SMM campaigns, and collaborate with team members using intuitive multi-user features.

Rimm-Kaufman Group Booth 412 www.rimmkaufman.com The Rimm-Kaufman Group (RKG) is a data-driven online marketing firm specializing in paid search marketing, multichannel attribution management and display advertising.

Long recognized as the thought leader in paid search marketing, RKG drives results for over 170 retail, travel, finance and B2B clients.

RKG strives to become an integrated member of each client’s marketing team. Our expert Analysts leverage proprietary, constantly evolving technology to develop scalable strategies that meet or exceed each client’s unique marketing goals.

RKG is a member of the Google SEM Advisory Council and has been named to Inc. Magazine’s list of 500 Fastest Growing Private Companies.

26 SES • August 2011 {San Francisco}

RMM Online Advertising Booth 814 www.rmmonline.com RMM is an online marketing and technology company that works with agencies and businesses to create and deliver successful, customized, online marketing campaigns.We excel in Display Advertising, Online Video Advertising, Search Engine Marketing, Website Design & Development, Search/Website Optimization, Social Media Marketing, and Mobile Marketing.

Rosetta Booth 616 www.rosetta.com Rosetta is one of the nation’s preeminent online marketers, fusing leading-edge technology with break-through interactive advertising and creative design. Rosetta and its Search and Media Practice were recently ranked by Advertising Age Magazine as the largest privately held interactive agency in the country and top 15 among search engine marketing companies.

Rosetta’s Search & Media team consists of passionate and innovative online marketing professionals offering leading edge, but proven interactive marketing strategies and services across marketing strategy, organic search engine optimization, paid search management, online media planning, social media, mobile marketing, and advanced analytics.

Searchmetrics, Inc. Booth 216 www.searchmetrics.com Searchmetrics is the global expert in search analytics software, empowering marketers to increase visibility and market share on the world’s leading search engines. We create value by providing the best quality data. Searchmetrics’ robust SEO tool includes access to one of the largest, freshest online databases of 25 million keywords/55 million domains and 90 search engine/country combinations. Clients and partners worldwide rely on Searchmetrics to maximize return from SEO investments with actionable insights that help better manage, improve and scale SEO campaigns.

You can connect with Searchmetrics on Twitter @Searchmetrics or on Facebook at www.facebook.com/Searchmetrics. For more information, please call 866-411-9494.

Sedo.com Booth 320 www.sedo.com Sedo is the premier search engine for domain names, celebrating 10 years as the leading global domain marketplace. Choose from over 17 million domains, listed by more than one million members in over 20 languages, to build your portfolio and expand your business.

In addition to offering the world’s largest domain name marketplace, Sedo is also a leading monetization provider, a globally-trusted domain brokerage and auction house, and the start of countless domain opportunities for individuals and businesses of all sizes.

Paid Search Marketing

Multichannel attribution

facebook advertiSing

“over the past 6 years, rkg has lifted our revenue figures for Paid Search over 600%. Moreover, even after 6 years in our partnership, rkg was able to drive a 49% yoy increase in revenue in - Sweetwater 2010.” “timely reporting, industry awareness, and the ability to adopt our campaigns quickly to a rapidly changing search landscape ensures venuS maximum exposure and revenue for the investment.”

- VENUS Fashion

These results are typical.

coMPariSon ShoPPing engineS

RKG’s full-service online marketing solutions blend our proprietary technology, decades of direct marketing experience, PhD-level statistical modeling, and intelligent RKG Analysts to drive superior results through integrated online marketing solutions.

Vist RKG at SES Booth #412

Data-Driven Online Marketing diSPlay advertiSing

434.970.1010 Rimm-Kaufman Group

www.rimmkaufman.com | www.rkgblog.com

Download the SES San Francisco Conference & Expo mobile app for the latest information.

sponsors & exhibitors SEMRush

7Search.com

Booth 208 www.semrush.com SEMRush.com provides the comprehensive information about your competitors strategy in AdWords and Google Organic Search. We analyze domains, keywords and competitors through our own database: over 80 mln keywords and over 41 mln for domains.

Learn all your competitors, find out organic and AdWords keywords they use, find more relevant keywords for your website, compare competing domains and more.

SEMRush analyzes TOP20 of 9 Google versions: US, DE, RU, FR, UK, ES, IT, BR and AU.

Booth 513 www.7search.com 7Search.com is a high performing, low-cost advertising pay-perclick search engine network. We deliver traffic from hundreds of niche Web properties, search engines and portals with a better ROI than any other PPC network. 7search offers no minimum monthly spend, low cost-per-click, industry-leading & patented fraud detection, responsive & expert PPC customer support and innovative advertiser tools and services.

SEO, Inc. Booth 202 www.seoinc.com SEO Inc. specializes in achieving top search engine placement through highly targeted campaigns, geared towards the unique business objectives of each client. SEO Inc is an Inc 5000 company leveraging years of Internet marketing experience. Our certified specialists have developed and honed highly effective proprietary optimization methodologies and technologies that have placed more than 700 leading corporations in the top rankings of worlds leading search engines. Services include search engine optimization, paid search management, social media consulting, web development & reputation management.

SEOmoz Lanyard Sponsor www.seomoz.org SEOmoz develops the industry’s number one SEO software, provides a robust link intelligence API for third-party applications, maintains a comprehensive collection of SEO and online marketing resources, and hosts the web’s most vibrant SEO community.

SEOmoz PRO offers a complete set of software, tools, and resources to maximize and simplify your site’s search engine optimization.

Linkscape, SEOmoz’s unique index of the web that crawls over 350 billion URLs, powers the popular Open Site Explorer link analysis tool and over a dozen SEO software companies. SEOmoz is also home to Roger MozBot, the world’s most helpful and cuddly robot.

Servio Booth 203 www.serv.io/media Find out why companies like Target and Healthline trust Servio Media to deliver a complete range of scalable content services, from high quality written and video content creation to SEO and translation. With recent changes to search engine algorithms, sites that don’t feature unique, compelling content are getting buried in natural search results. Boost your natural search results, drive more click-throughs, and increase conversions with quality content services from Servio Media. Call us today, visit us online, or stop by at SES San Francisco. Servio Media: Industrial-Strength Content Engineering.

28 SES • August 2011 {San Francisco}

SiteWit Booth 520 www.sitewit.com SiteWit is a leading predictive analytics and Pay Per Click campaign management platform that optimizes campaigns easily and cost effectively. SiteWit provides behavioral analytics and revenue attribution for free letting you quantify how your marketing efforts impact your bottom line. SiteWit charges a low flat monthly fee for optimizing campaigns starting $29.95 per campaign. Sign up before the end of SES San Francisco to lock in our reduced show pricing: http://www.SiteWit.com/Signup/.

Slingshot SEO Booth 714 www.slingshotseo.com Slingshot SEO is a professional search engine optimization practice whose strategic consulting and internet marketing services deliver unparalleled results for its enterprise SEO clients. The company’s results are driven by a tireless passion to master the science of search.

SpyFu Booth 622 www.spyfu.com SpyFu reveals which keywords your competitors are buying and which ones they optimize their site for. Once you gain access to their trusted advertising secrets, you have a map to high-performing keywords and content that create successful PPC and SEO campaigns.

Now, SpyFu has introduced white label-ready SEO reports made to sell more services for you. SEO Recon Files are designed to make the SEO’s work shine. These month-end client reports double as sales tools for your services.

Search SpyFu for domain ad copy, keyword popularity, and how sites use SEO to snag the greatest share of traffic. Or, just delve deeper and capitalize on the information we’ve collected.

Superpages.com Booth 301 www.superpages.com Let Superpages.com help take your local search program to the next level. With our highly effective and robust product suite, going “local” has never been easier. From clicks and calls to conversions, Superpages.com delivers!

Download the SES San Francisco Conference & Expo mobile app for the latest information.

sponsors & exhibitors TasksEveryday.com Booth 713 www.taskseveryday.com With our office in the USA and our staff team of 300+ people working from our office in Mumbai India, we provide remote employees with the below skill set: • SEO / internet marketing / Social marketing.

• Web designers for open source CMS platforms like Wordpress, Joomla, Dotnetnuke, Drupal, Modx, etc.

• Web designers for shopping cart platforms like OsCommerce, X-Cart, etc.

• Admin virtual assistants to work on research, data entry, MS office and any admin projects.

We have been in business since 2003 and have helped thousands of businesses and agencies from USA, Canada, Europe, Australia and rest of the world with their outsourcing needs.

teliad Booth 209 www.teliad.com Rank Better—Earn More! teliad is an international SEO services provider with a broad product portfolio. We offer a wide variety of services in the area of link building and search engine optimization to fulfill any request.

Since its inception in 2005, the German based company has established itself as the European market leader for text link advertising.

Serving customers on a global scale, teliad supports anybody from SEO agencies to blue chip corporations as well as specialized online shops. Over the last couple of years, teliad has become the place to go for many renowned brands helping them to rank better and earn more.

Textbroker Booth 416 www.textbroker.com Textbroker is your marketplace for unique and exclusively-written articles created to your specifications. Our fixed rates make cost planning for projects of all sizes simple. No auctions, ho hassle: just place your order and writers find you. Create multiple orders for website localization, article marketing and search engine optimization quickly and easily with our interface. Provide your editors and clients content without lifting a finger via our API. With more than 24,000 US authors at your disposal and rates starting around a penny, creating content has never been so easy and so fast.

topseos.com Booth 523 www.topseos.com The independent authority on search vendors, topseos.com, evaluates and ranks the top internet marketing companies. Categories ranked by topseos include: search engine optimization, pay per click management, affiliate marketing, social media optimization, and many more.

Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The

30 SES • August 2011 {San Francisco}

pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

Trada Inc. Booth 512 www.trada.com Trada is the world’s first and only crowdsourced paid search services marketplace, where a community of over 1,000 paid search experts— Optimizers—work and are paid on their performance. Advertisers and agencies who run their paid search campaigns on Google and Yahoo/Bing through Trada will have multiple Optimizers working on their campaigns at the same time. The diversity of thinking, expertise and sheer force of humanpower that come from a group of people working in a pay-for-performance market get results an individual or software application could simply never achieve. What does it mean? With Trada, you can add a powerful tool to your arsenal, explore long-tail keywords and efficiently generate valuable data. Trada is the new way to advertise online—with Trada, you can save time, explore new markets, and deliver results.

Userlytics Booth 316 www.userlytics.com Userlytics allows you to test any type of creative assets with your target Persona, in their home, anywhere in the world, quickly and inexpensively. Get feedback from 5 or more participants in as little as days, even hours, for as little as $59 per participant. We’ll help you every step of the way.

With Userlytics you will capture interactive videos of participants’ facial expressions, spoken remarks and complete desktop screen actions—right from their home or workplace. We use participant’s own webcams and computers to capture the entire user experience, reaction, and interaction, allowing you to be a fly in your personas’ home.

Get both qualitative and quantitative insights by testing concepts, prototypes, websites, videos, ads, applications, mobile, you name it, from homes anywhere in the world.

Visibility Magazine Booth 525 www.visibilitymagazine.com Visibility, the print magazine, heralds a beginning in the world of Internet marketing. This is the first time an established digital presence, topseos.com, is venturing into the traditional print media domain. With Visibility, the print world is all set to benefit from the success formula of the Internet, and vice versa. The print medium holds great promise for Internet marketing vendors who are constantly looking for more channels to promote their services. Additionally, Visibility will reach to many fringe businesses that may have been contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and covers a wide range of topics including, but not limited to, organic optimization,

Download the SES San Francisco Conference & Expo mobile app for the latest information.

sponsors & exhibitors pay-per-click marketing, website analytics, affiliate marketing, and press release distribution.

VisiStat Booth 715 www.visistat.com VisiStat is a web analytics / customer intelligence platform that captures complex analytical data in real-time, and simplifies it specifically for SMB / SME enabling well-informed business decisions that increase sales opportunities and maximize online marketing effectiveness. The VisiStat solution is an integrated, single-source ecosystem providing comprehensive web analytics and campaign tracking to optimize website performance and online marketing ROI, plus an anonymous visitor identification solution that generates new sales leads directly from your website. The result is greater visibility as to how customers and prospects are engaging your business, and clear, specific steps to improve your online presence.

Website Magazine Booth 308 www.websitemagazine.com Website Magazine, the Magazine for Web Success, presents expert information on how to succeed on the Internet in 12 print issues per year, available both by subscription and on newsstands at select bookstore chains across the U.S. and internationally (print and digital). WebsiteMagazine.com offers news and blogs daily, as well as five e-newsletters covering, search marketing, e-commerce, website design and development, affiliate marketing, and website success. Website Magazine also developed a foundation to lessen the impact of the printed magazine on the environment—learn more at ReplaceATree.org.

145,000+ BPA-audited subscribers.

We Build Pages Sponsored Session www.webuildpages.com It was more than 10 years ago that We Build Pages started as a one man web design and Internet Marketing Company. We have grown to be one of the most respected Internet marketing companies in the world. We have helped hundreds of clients achieve higher page rank and trust. These results produce a significant increase in traffic which leads to higher conversions and sales for our clients.

Our specialty is getting other websites to link to your website based on the merit of what your site has. If you don’t have any compelling reason for another site to reference your site, then we can create content for you, through our content development services that is compelling for other sites to link to. We also offer local marketing, widget creation services, social media marketing, as well as SEO consulting and training services. This is what makes us stand out above our competition.

32 SES • August 2011 {San Francisco}

WordWatch Booth 712 www.wordwatch.com When was the last time you saw an ad for a local business appear above a big brand’s in the Google paid-search results list? It’s getting harder for small business advertisers to compete in PPC: they are paying more, and getting less, for their campaigns.

WordWatch brings the power of automatic bidding to small business PPC campaigns. For SMBs who don’t have the time, expertise, or budgets to afford expensive consultants or agencies, WordWatch is the ideal solution.

Just signup online, choose your low-cost monthly subscription, and select your campaign goals. The WordWatch algorithm-powered bidding engine does the rest.

Nothing to download or install; no minimum contracts or adspend percentages. WordWatch simply takes over your keyword bidding-automatically ensuring that you get the optimal price for each click or conversion: boosting ROI.

Wpromote Inc. Booth 400 www.wpromote.com Wpromote is a privately held firm that has been a leader in the search engine marketing industry since its inception in 2001. Wpromote is ranked as the #1 Integrated Search Marketing Company by TopSEOs.com and honored to be a four-time Inc. 500|5000 honoree.

Wpromote is in an elite group of firms recognized as a Google Adwords Certified Partner, a Yahoo Sponsored Search Ambassador and a Microsoft Ad Center Certified Partner. Wpromote is also one of eight honorees invited to Google’s semi-annual Client Forum where they provide feedback and testing for the AdWords platform.

Wpromote’s objective is to help clients realize greater success through its superior search marketing service. Through its fullservice integrated search engine marketing, clients develop a more comprehensive online presence and are able to reach highly targeted clientele more effectively and efficiently.

WriterAccess Booth 717 www.writeraccess.com WriterAccess is a marketplace to contract writing services directly from expert writers, all screened, rated and U.S.-based. It’s a service of ideaLaunch, a leader in content marketing services and solutions.

The online platform allows you to easily direct orders to writers you select by star level, industry experience, project experience and more using advanced search, casting calls, or editor’s picks. The platform offers free SEO scoring, originality verification and oneclick distribution to Compendium, HubSpot, iPressRoom, WordPress and more.

From articles to copywriting to news articles to press releases to product descriptions to white papers and more, hundreds of passionate writers are ready to deliver on any order, any size with affordable, fixed rate pricing per word. Best of all, you only pay for content you approve, 100% satisfaction guaranteed.

cover story / focus: marketing strategies

Susan Bratton on persuasion marketing A Q&A with SES San Francisco’s keynote speaker.

D

igital marketing entrepreneur Susan Bratton’s newest passion: persuasion marketing and conversion triggers. As CEO of Personal Life Media, Bratton is adept at applying, testing, and fine-tuning marketing approaches to convert website visitors into people who buy her company’s home-study courses.

In a telephone interview with ClickZ’s executive editor Anna Maria Virzi, the keynote speaker for SES San Francisco discussed her approach to persuasion marketing.

SES: What is a persuasion strategy?

Susan Bratton: A persuasion strategy is an approach, in this case, that a marketer takes to understand what’s happening at an emotional level with a customer, and to deliver the information—in the right sequence—about how that product solves a problem so that the customer can easily make a buying decision with the brand.

SES: How can a persuasion strategy help improve conversion rates?

SB: Once you understand what I call the four realms of persuasion marketing—one of them being structured communications—you can start to look at how you move prospects through your sales funnel. You can put the information in the right sequence for them to make a buying decision.

SES: Besides structured communications, what are the other parts of persuasion marketing?

SB: Storytelling, copywriting, and neuro-marketing—neuroscience as applied to marketing.

SES: Are marketers who have creative backgrounds better suited to develop persuasion strategies than someone with an analytics background?

SB: Creative versus analytical, it doesn’t matter either way. That’s what’s great about learning about persuasive marketing: it does not matter which place you come from. There are processes, structures, and tools that help you learn the part that you are not best at.

SES: What’s the biggest myth you’ve heard about persuasion strategies?

SB: Most people try to do one or two tactics, like the rule of reciprocity. They will try to stuff these things into their communications instead of thinking about the higher level of the entire structure of conversation with the prospect. It’s not a myth; it’s a mistake.

SES: You’re an upbeat, positive person. How does that fit into a persuasion strategy, and what are your tips for dealing with negativity and cynicism?

SB: I’m an upbeat and positive person, and I believe in the products I market. If you don’t feel like you have the juice for the product you’re marketing, you need to go back to what your offer is. Persuasion strategies, no matter how great they are, cannot replace or shore up what is ultimately not an irresistible offer.

Learn More Susan Bratton’s keynote speech takes place on Tuesday, August 16, at 9 a.m. She’ll discuss lessons that she’s learning in conversion optimization during the trial launch of Revive Her Drive, an online membership program for men looking to bring back the spark in long-term relationships. All keynote attendees receive free access to her persuasion marketing cheat sheets, book excerpts, resources, and tools at ConversionTriggers.com.

34 SES • August 2011 {San Francisco}

VI SI TU SA TB OO TH

NO .6 20

CONTACT US Visit: www.indusnet.co.in | Call: 414 455 1386 | Email: info@indusnet.co.in

focus: mobile

Tablets and advertising: A revolution in the making For advertisers, there are two big revolutions being kicked off by the growth of tablets: one creative and the other strategic.

by Gary Stein

O

n May 17 of this year, Forrester Research published a report with the title “What the Post-PC Era Really Means,” authored (primarily) by Sarah Rotman Epps. The title caught my eye because it offered up two big challenges to me, the reader and interactive-marketing practitioner. First, we are either in, or about to enter, a brand new era that is described not so much by what it is going to be, but rather by what it is leaving behind (the “PC” in “Post-PC” being the bit of technology thrown into the gaping dustbin of computing history). Second, even though we are barely in this new era (if we’re in it at all), evidently we, collectively, are confused about what it all really means.

Naturally, I find these sorts of challenges challenging. I work with clients every day, and every day I counsel them to be sure not to get too sucked into the flash of new technology and to instead stay focused on their core business goals. Then, and only then, can they be sure that they are using technology appropriately. “Back off, Forrester!” I was prepared to tweet. “You don’t know me!” I would post. “You’re not my dad!” I would … um … call my island in Second Life.

Luckily, May 17 was a Tuesday, and every Tuesday I take double my normal dosage of Chill Pills, so I actually did none of that and simply read the report. It’s really good. If you are a subscriber, I highly recommend downloading it here: http://www.forrester.com/rb/ Research/what_post-pc_era_really_means/q/ id/58986/t/2. The heart of it all is a definition of what they actually mean by the “Post-PC Era”: “a social and technological phenomenon in which computing experiences become ubiquitous, casual, intimate, and physical.”

Although Forrester breaks a clear rule of definitions in that they should be limiting and not invite too many new questions (“intimate”?), this is a handy checklist of what we should expect people will do with devices that are online, have computing power, but are—somehow—not computers as we have come to know them. We’re talking, of course,

36 SES • August 2011 {San Francisco}

new things. The Great Google itself is planabout smartphones, dedicated devices like ning for what it has called the “second phase GPS systems, and the big one: tablets. of the display ad revolution,” and has reportTablets are breakthrough devices. You can edly put 1,000 developers against the emergsee that in the way that people have adopted them into their daily lives. Their deep func- ing tablet and mobile channel.

The other revolution is strategic. Clearly, tionality and highly attractive form (plus the as a part of what the post-PC era really cool quotient of simply being seen with one) means, we should be ready to think a bit have made tablets a normal element in many differently—not about our business goals, backpacks, briefcases, and fancy purses, and but how we can connect with consumwith good reason: according to Forrester, 70 percent of iPad owners agree with the state- ers to achieve these goals. I am convinced that we will begin to see a new category of ment that “technology helps me get the most advertising opportunities that not only take out of my work and personal life.” With the advantage of the tech-in-the-tablet, but also iPad and the many other tablet offerings, we are finally seeing the transition of comput- are what we can probably best describe as ing ability away from being a distinct activ- “situation-aware applications.” This is the next step past “location-aware applications” ity (“I’m going to the living room to surf (such as Foursquare and Google Maps) that the web”) to simply being a thing we can do whenever, wherever, and whyever* we want. know where you are. Situation-aware applications will know what you are and what is (*Not really a word.) going on around you. Right now, checking in Two big tablet revolutions on Foursquare at AT&T Park in the middle for advertising of a winter’s night is not really any different For advertisers, I see at least two big revo- from checking in during opening day of the lutions being kicked off by the growth of Giants season. As more people are enabled tablets: one creative and the other strategic. with highly powerful devices that tap into Let’s start with creative. lots of living data, checking in is going to Technology has consistently given the create a different experience of being online. artists bigger and bigger tool sets with which This shift to situation-aware applications they can build out and represent their ideas. is going to change advertising at a strategic The Internet itself was a significant new bit level because it will open up a world of new of ability delivered to the creative geniuses, opportunities to be relevant with messages enabling a real interaction with an advertise- and offers, all of which will take advantage ment for the first time. (Historical note: ads of the unique qualities of the tablet device. that people could do things with, like turn Maybe when we get to this point, blendinto a book cover, have been around for a ing creative abilities with strategic insight, long time, but never an ad that responded we will in fact get to a place where we are and changed the way even the simplest ban- finally tuned in to what this new era does, in ner could.) Next came broadband and the fact, really mean. chance to create rich video and even deeper interactivity. Now, in the post-PC era, we Gary Stein is SVP, strategy and have devices that can do all sorts of things planning, in iCrossing’s San such as respond to voice commands, change Francisco office. He has been based on their orientation in the world, and working in marketing for more directly interact with touch. Ads built spethan a decade. cifically for mobile and tablet devices will clearly spark a new generation of creativity that will produce some absolutely amazing

TABLET STATISTICS compiled by ClickZ’s Anna Maria Virzi and Jack Marshall; art by Dawn Cavalieri

DEVICES

SCALE

Sizing up market share:*

12% of the U.S. population own or use a tablet device.

Source: Online Publishers Association/Frank N. Magid Associates

q

24.1 M

Other % HP % Dell Streak % Archos % Samsung Galaxy %

Projected tablet sales in the U.S. in .

Source: Forrester Research

AUDIENCE

Apple iPad %

*Totals 105% because some respondents use more than one device.

Source: IDG Global Solutions

Tablet owners skew male, aged –.

Source: Online Publishers Association/Frank N. Magid Associates (both graphs)

% of Users

Ages

%

– –

%

–

Tablet owners come from higher-income households. %

%

Tablet Users

–

Total Sample

%

% – %

%

–

%

–

%

%

<k

-k

USAGE

-k

-k

-k

-k -k

+

Don't Know

The average tablet user has downloaded  apps.

Free apps account for % of all tablet apps downloaded.

What are the popular uses of tablets?

Source: Online Publishers Association/Frank N. Magid Associates

Gaming %

Search for Information %

Email %

U.S. connected devices—time distribution of usage: In the Bathroom

Source: Google

Commuting Shopping/Running Errands

% of tablet use occurs outside the home.

Attending a Meeting/Class

Source: Online Publishers Association/Frank N. Magid Associates

Waiting for Something With Friends/Family Other Activities

IDG Global Solutions survey methodology: Online survey of 13,700 people from 16 countries in February, 2011; survey was promoted across Computerworld, PCWorld, Network World, CIO, and Macworld, all IDG media brands.

Google AdMob survey methodology: survey of 1,430 in the United States in March 2011.

OPA survey methodology: survey of 2,482 nationally representative respondents from April 15 through April 20, 2011.

Source: The Nielsen Company Q  Connected Devices Report

Lying in Bed Watching TV

Nielsen Survey: survey of 12,000 connected device owners conducted in Q1 2010.

sesconference.com • SES 37

focus: marketing strategies

Crowdsourcing and user-generated content Practical ways to create meaningful content for your brand and recognize participants within your social community.

by Lee Odden

O

ne of the most compelling online marketing scenarios for the intersection of content, search, and social media is user-generated content (UGC). Companies often initiate social media programs to stimulate dialogue with customers and develop relationships. At the same time, useful content serves to fuel much of brand participation on social networks and media-sharing sites.

While effective for companies without a staff of writers, the continuous creation of new content presents resource challenges.

Concurrently, social media programs can run a bit dry if the brand isn’t engaging with the community on a regular basis. A content marketing solution for both situations can be found through crowdsourcing and usergenerated content.

Crowdsourcing is the practice of presenting the community with a problem along with a plea to assist in its solution. For example, Netflix offered a prize of $1,000,000 for the best collaborative filtering algorithm to predict user ratings of films. There were 184 teams competing to beat Netflix’s own algorithm for predicting ratings of movies that customers would like by 10 percent.

In the case of crowdsourcing and usergenerated content, the approach is similar, except the “problem” is the creation of content around a particular topic, and there’s no million-dollar prize.

User-generated content is often associated with ratings, reviews, forums, media sharing, social profiles within a niche community, and similar opportunities for consumers to publish and share. As brands participate in social communities—asking and answering questions, engaging customers, and sharing content—numerous opportunities arise to involve the community with content creation.

Crowdsourcing helps a brand create new, meaningful content and provides an opportunity for relevant recognition of participants within the brand’s social community.

This tactic offers several advantages:

38 SES • August 2011 {San Francisco}

UGC is trusted.

Contributors have an interest in helping promote the content.

UGC provides more content for search engines.

UGC provides more information sources for prospects and customers.

UGC publishing allows for critical feedback about products and services.

UGC publishing provides tools for brand evangelists.

UGC facilitates brand conversations within the marketplace.

Of course, there are a few cons, too: Resources are needed for oversight and moderation.

Ease of publishing may lead to spam.

Information could be false and outdated.

Ownership is unclear.

Structuring UGC publishing can be challenging.

There is the potential for negative information about the brand to appear.

The good news is that most of the cons can be mitigated with good communications, oversight, and process.

From a practical application standpoint, here are a few examples of crowdsourcing and repurposing content: 1. Interviews. Raising questions is one of the most basic ways to crowdsource content. The method to employ depends on the desired outcome. Asking the community for suggestions of whom to interview and what questions to ask is a great way to get people involved.

Interviewing industry thought leaders provides the brand’s audience with unique content and creates a positive association between the “brandividual” and the company.

2. Social Q&A. Yahoo Answers, LinkedIn, and sites like Quora can provide very

Crowdsourcing Tip: Interviews Empathize with thought leaders, who have busy schedules. It will often be far more effective to ask one question of 10 famous people than 10 questions of one person. When you do that, you’ve made it easy for each person to answer and have also multiplied the number of potential influencers that will help promote the finished product.

useful platforms to present questions and attract answers from a variety of people. Of course, your intent needs to be clear and permission for reuse should be obtained before republishing. Those familiar with the Q&A communities can word questions to attract replies from specific influentials who might not otherwise respond to a content participation pitch via email.

3. Contests resulting in content. Examples of contests in which consumers produce their own videos and share images abound on the social web.

Search engines love any kind of content, especially text.

Andy Beal runs a great contest for a search marketing scholarship on his Marketing Pilgrim blog. The articles written by contestants drive traffic to Andy’s website and also become content on it. To top if off, the articles are compiled into an e-book.

4. Comment feedback loop. One of the most meaningful ways for a community to engage with a brand is through comments on a company blog. Asking readers to participate in a dialogue by commenting can result in content that is better than the original blog post. continues on page 80

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sessions

Conference Day 1

Tuesday, August 16 Moscone West (4th & Howard Streets)

7:45–8:45a

11:00–12:00p

Introduction to Search Engine Marketing

SEO Track Information Architecture for the Modern Website

This session will provide a clear overview of the key concepts involved in search engine marketing. Who are the major search engines, and how can you best optimize them to gain “natural” or “organic” traffic without cost? Learn how to achieve top ranking or placement by utilizing search engine advertising opportunities.

Speaker: • Dr. Ralph Wilson, Founder and Editor-in-Chief, Web Marketing Today®

9:00–10:00a Conference Welcome & Opening Keynote: Conversion Triggers—Persuasion Strategies for Digital Marketers Take a dip into the world of marketing psychology: persuasion, influence, enchantment, fascination, semiotics, triggers, emotion.… It’s a rich field and applicable to everyone marketing online, whether you are writing emails, doing PPC, creating affiliate links, authoring blog posts, Tweeting, selling via webinars, or creating product differentiation on your website. Susan Bratton will share with you insider secrets from the famous guests on her DishyMix show, all world-class persuasion experts. And you’ll discover the 4 things you must know about persuasion to make big money, and the 7 deadly persuasion mistakes you are probably making right now.

Keynote Speaker: • Susan Bratton, Co-founder and CEO, Personal Life Media, Inc.

10:00–11:00a SpeedConnect Don’t miss this ALL NEW fun and fast-paced structured networking session, where you will be presented with a unique opportunity to meet lots of new people relevant to your business in an innovative and comfortable environment. Simply come to your assigned onehour session within the agenda and let us do the rest! During the session you will move around in small groups, each participating in a series of quick meetings with key people who could potentially help you with your business needs.

Speed connect participants: Acquisio; Adlucent; Adobe Systems, Incorporated; American Express OPEN; BrightEdge; Bruce Clay; ClickEquations; Compete; Cybertegic; eZanga.com; gShift Labs; Inceptor; Indus Net Technologies; iProspect; Kenshoo; LinkWorth; Local.com; LookSmart; Marin Software; Market Motive; pixelsilk; PRWeb; Raven Internet Marketing Tools; Rimm-Kaufman; Searchmetrics; Sedo.com; Servio; 7Search.com; Superpages.com; Symantec—VeriSign Authentication Services; textbroker; Trada Inc.; VisiStat; and Wpromote.

Location: second-floor foyer.

40 SES • August 2011 {San Francisco}

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. Come 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 and SEO Director, Omni Marketing Interactive

PPC Track The Tools of the Trade for PPC The competition is fierce in paid search! From small in-house accounts to ones with millions of keywords, it’s the NEW advances in SEM technology that might just make the difference between success and failure. At this panel, top paid search tool vendors will showcase their latest features in bid management and campaign workflow efficiencies, and reveal what the future holds for the industry.

Moderator: Kevin Lee, Co-Founder & Executive Chairman, Didit Speakers: • Thomas Bindl, SES Advisory Board; Founder and CEO, Refined Labs GmbH • Jeff Ferguson, CEO, Fang Digital • Tim Mayer, Chief Strategy Officer, Trada

Social Media Track 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.

Moderator: • Christopher Heine, Staff Writer, ClickZ News Speakers: • Nathan Bransford, Social Media Manager, CNET/CBS Interactive • Jeffrey Harmon, Chief Marketing Officer, Orabrush • Greg Jarboe, President and Co-founder, SEO-PR

Accelerator Track Bing: More Bang For The Click Come learn how can help you build a better online footprint and reach more customers with Bing. If your goal is immediate traffic, we’ve got you covered. If you want to understand your current place in Bing’s index, again, we’ve got you covered. Need advice, no

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sessions

Conference Day 1

Tuesday, August 16 (cont’d) Moscone West (4th & Howard Streets) problem. We even have a way for you to put your business online without a website. If you have a business and want to get more from the internet, this session is for you. Come explore Bing’s Webmaster and online advertising features with us.

Speakers: • Duane Forrester, Senior Program Manager, Bing • Dave Feldman, Search Evangelist, Microsoft

Kick Start Track Introduction to Analytics Cut to the chase! Use analytics tools to get the specific answers you need about your search marketing campaign’s economic performance, your users’ on-site behaviors, and how to look for major red flags in traffic patterns. This slate of experts will keep you focused rather than poring through hundreds of pages of meaningless statistics.

Solo presentation by: • Thom Craver, Web and Database Specialist, Saunders College (RIT)

Social Media Track Audience Choice Session: Like Me! Social & Viral Content Tips for Making Your Brand More Sexy Audience Choice Winner! For more details, please use the SES Conference & Expo App or go to www.SESconference.com/sanfrancisco.

Accelerator Track Advanced Keyword Modeling Google Instant and Bing’s intent-based results are creating a need for a new generation of keyword research, expansion, and modeling techniques. This session will guide you through ways to integrate data to identify new opportunities and revenue streams.

Speaker: • Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting

Kick Start Track Introduction to Paid Search

Sit down and enjoy lunch with your favorite author from the SES Faculty. You’ll also have the chance to win a book from each of the authors for your own collection!

Paid placement is a form of search advertising that provides a top ranking in return for payment. Every major search engine offers a paid placement program. Learn what’s available in this session that is especially geared toward beginners, with details on programs from major providers and advice on how to succeed.

Solo Presentation: • Brad Geddes, Founder, bgTheory.com

1:00–2:00p

2:15–3:15p

SEO Track The Tools of the Trade for SEO

SEO Track Meaningful SEO Metrics: Going Beyond the Numbers

12:00–1:00p Meet the Authors: Networking Lunch

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, site ranking, diagnosing and remedying problems, page level information, site level information, on-page optimization, and much more.

Speakers: • Bruce Clay, President, Bruce Clay, Inc. • Jamie Smith, CEO, Engine Ready

PPC TRACK DoubleClick Search V3—Online Media Buying Expertise on Google’s Infrastructure Check out how DoubleClick Search V3 makes it faster and easier than ever to manage large search campaigns across AdWords and Microsoft adCenter. Powerful, easy-to-use workflow and reporting features save you time, while strategic bid optimization features help you improve performance.

42 SES • August 2011 {San Francisco}

As more resources are being dedicated to creating the perfectly optimized and keyword rich landing page, C-level executives are demanding proof of the return they are receiving from these resources. This panel will discuss a myriad of ways to move beyond Page Rank, indexed pages, or linked sites and into metrics that can make you a hero and, better still, get your budget increased to a respectable level.

Moderator: • Richard Zwicky, Independent Consultant Speakers: • Ray “Catfish” Comstock, Director of SEO, BusinessOnLine • Todd Friesen, Director of SEO, Performics • Rob Garner, Vice President, Strategy, iCrossing

PPC Track Insider Tips to Ad Optimization We’ll get insider secrets from Facebook’s Marketing API Program Manager, the CEO of BoostCTR, and top selling online retailer CafePress. We’;; cover everything you wanted to know about improving your ads on Google, Facebook, and other platforms.

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sessions

Conference Day 1

Tuesday, August 16 (cont’d) Moscone West (4th & Howard Streets) Moderator: • Bryan Eisenberg, SES Advisory Board; Bestselling Author Speakers: • Nicholas Gadacz, Director of Search, CafePress.com • David Greenbaum, Founder and CEO, BoostCTR • John Yi, Marketing API Program Manager, Facebook

social media track WeBuildPages Jim Boykin Gives Advice on Advanced Link Building, Panda Solutions, SEO Tools, & More!

Internet Marketing Services

Jim has been a leader in the field of Internet Marketing and SEO for over 10 years. Jim will show you some of his most “killer tactics” for obtaining some of the most trusted backlinks in the world. Jim will also talk about the Panda Update and will give many tips on how can you recover. Jim will also talk about some of the best Internet marketing tools on the market.

Speaker: • Jim Boykin, CEO and Link Building Ninja, We Build Pages Internet Marketing Services

Accelerator Track User Generated SEO This session will emphasize the SEO gains that come from strategic use of UGC, but will also highlight the holistic value and typically untapped opportunities related to UGC. By the time of this event, we expect to have new case study data and examples to keep this topic fresh and relevant.

Solo presentation by: • Michael DeHaven, SEO Product Manager, Bazaarvoice

Kick Start Track Introduction to Social Media This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You’ll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places.

Solo presentation by: Noran El-Shinnawy, Internet Marketing Manager, Acquisio

3:15-4:15p SpeedConnect See description at 10:oo–11:00a, above.

4:15-5:15p PPC Track Analytics for PPC With an array of new targeting options, it’s an important time to prioritize how you analyze PPC campaign data and act on it. Which metrics are worth your time? What new tools and reports are

44 SES • August 2011 {San Francisco}

useful? Which will waste your time? And if there is an Occam in the audience, will he please identify himself and come forth with his Razor, so we can answer all of these questions in one hour or less?

Moderator: • Andrew Goodman, SES Advisory Board; President, Page Zero Media Speakers: • Ryan Gibson, VP of Marketing, RKG (Rimm-Kaufman Group) • Steve Latham, Founder and CEO, Encore Media Metrics • Phil Mui, Group Product Manager, Google Analytics

Social Media Track Automating Social Media: Creating & Distributing the Message Tapping into the power of Twitter and other Social Media outlets can help your business reach more customers, influencers, and audiences than ever before. If you’ve been experimenting with social media and want access to advanced tactics for identifying influentials, effective messaging strategy, integration with other social media, operationalizing message distribution, and measurement, then this is the session for you.

Moderator: • Matt McGowan, Managing Director, Americas, Incisive Media Speakers: • Charles Black, President and Chief Strategy Officer, Technorati Media • Paul Madden, Owner, Automica Limited

Accelerator Track 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. The advent of new display optimization technologies and next-generation ad exchanges, however, is offering a radically fresh take on an outdated media model. You will hear a “101” introduction to DSPs and ad exchanges, as well as advice for experienced search advertisers who want to take a foray into exchange-traded display.

Kick Start Track Introduction to SEO This SEO overview will help you understand what the search engines are looking for, and how the principle of building your site for your customers will also please the search engines. In clear, nontechnical language, you’ll learn the latest optimization trends along with the best practices necessary to make an immediate impact on your internet presence and website profitability.

Solo presentation by: • Bruce Clay, President, Bruce Clay, Inc.

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sessions

Conference Day 2

Wednesday, August 17 Moscone West (4th & Howard Streets)

9:30–10:30a SEO Track The Basics of Link Building Discover how search engines rely on link analysis as an important component for ranking web pages. You will also learn how to increase traffic to your site by building quality links in an appropriate manner.

Solo Presentation by: • Debra Mastaler, President, Alliance-Link

PPC Track PPC Competitive Analysis In this session, we 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, and be able to identify opportunities your competitor is missing.

Speaker: Matt Van Wagner, President, Find Me Faster

• Andrea Fishman, VP of Global Strategy & Managing Partner of BGT Chicago, BGT Partners • Kevin Lee, Co-Founder and Executive Chairman, Didit

Global Business Track Google + Facebook = Success: Getting More Lift with Social Media Consumers are spending more time on Facebook and with Google.

So advertisers need to pay better attention to both. Search marketers are on the frontline, and critical for integrating search and social together. Why? Both are digital, targeted, metrics driven, and biddable. The results are impressive. This session will cover key trend in search and social media; integrating tactics for success; metrics to measure comparative effectiveness; and case studies from today’s largest brands.

Speakers: Alex Funk, Senior Manager—Paid Media, Covario Russ Mann, Founder & CEO, Covario

10:30-11:30a SpeedConnect See description under Conference Day 1, 10:00–11:00a, above.

Social Media Track Killer Facebook Targeting Tactics Accomplished Facebook marketing experts will share their “killer tactics” for harnessing the real marketing and ecommerce potential of advanced Facebook Advertising, Fan Pages, and Groups. Find out what some of the most successful Facebook marketing campaigns have in common and what tools can help make your social networking efforts pay off with killer results.

Moderator: • Paul Madden, Owner, Automica Limited Speakers: • Matt Lawson, Vice President of Marketing, Marin Software • Rob Leathern, CEO, XA.net • Marty Weintraub, President, aimClear

Accelerator Track Is Retargeting/Remarketing Right for You? Research shows that 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. In this session industry experts will share their experiences with remarketing and the impact it has had on advertisers’ overall ROI, and address the lack of awareness and the issues that have arisen surrounding remarketing as a result.

Moderator: • Matt McGowan, Managing Director, Americas, Incisive Media Speakers: • Marc Bishop, Director of Audience Targeting, Yahoo!

46 SES • August 2011 {San Francisco}

11:30–12:30p SEO Track WordPress: Power to the People!

WordPress has made the barrier to entry in developing new websites extremely low, allowing a website to be created and run within minutes. Code can be easily edited and managed to create powerful, search friendly, content-rich websites. This session examines the latest in WordPress, WordPress plug-ins, applications, and how SEO can be easily implemented and managed.

Moderator: • Matthew Bailey, SES Advisory Board; President, Site Logic Marketing Speaker: • Paulo Pessanha, Director of Search Marketing, TREE

PPC Track What Every Paid Search Advertiser Needs to Know about the Bing/Yahoo Search Alliance In this session, we’ll take a close look at how the Bing/Yahoo Search Alliance has changed paid search campaign performance and management, and the new best practices for optimizing your Bing/Yahoo campaigns. We’ll highlight the most important differences between adCenter and AdWords features that every paid search manager should be aware of and dig down into the details of managing keywords, ads, bids, and targeting within adCenter!

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sessions

Conference Day 2

Wednesday, August 17 (cont’d) Moscone West (4th & Howard Streets) Speakers: • Jonathan Cho, Group Search Director, Mindshare • Lauren Hufnal, Search Evangelist, Microsoft (Bing) • Matt Van Wagner, President, Find Me Faster

1:30–2:30p

Social Media Track Google Ad Innovations

SEO Track Bringing SEO In House: The Pros and Cons

The Google Ads team is constantly launching new features aimed at improving your online advertising experience. Attend a crash course on our newest ad innovations and be the first of your colleagues to implement the +1 button, incorporate new ad formats such as Ad Sitelinks, use mobile offerings such as click-to-call phone extensions, and more. To learn more about Google Ad Innovations, please join our session and be sure to visit: www.google. com/ads/innovations.

In this session, you’ll learn what you need to do in order to manage an in-house SEO program that runs smoothly and successfully. If you are responsible for SEO, you need to implement tactics that will increase productivity and reduce the frustrations you face on a regular basis. Come and hear our marketing experts deliver the keys to success in building well-integrated search marketing programs that thrive on support from all levels of the company.

Moderator: • Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP Speakers: • Jessica Bowman, CEO, SEOinhouse.com • Allison Fabella, SEO & Social Media Manager, The Atlanta

Accelerator Track Protecting Your Brand Online In this advanced session, world-renowned online reputation management expert Andy Beal will open his playbook for managing your online reputation. You’ll leave this session with proven tactics that you can use to clean-up your online reputation or, even better, ensure that it never gets dirty in the first place!

Solo presentation by: • Andy Beal, CEO, Trackur

Global Business Track Getting Ready for Global Business This session will focus on the fundamentals of going global, with emphasis on understanding the opportunities as well as the inherent complexities in conducting an international business. The speakers will suggest ways to pick target markets, understand your opportunities in new markets, and deal with the logistical and cultural issues. Also included will be key tips and advice as well as information on the wealth of resources available to U.S. business from local, state, and federal agencies.

Moderator: • Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP Speakers: • Christian Arno, Managing Director, Lingo24 • Michael Bonfils, International Managing Dr., SEM International • Motoko Hunt, Founder and Japanese Search Marketing Strategist, AJPR LLC • Tim Coughlin, Vice President, Translations.com

12:30–1:30p

Meet the Speakers lunch where you can enjoy lunch at a table with your favorite speaker.

Journal-Constitution • Simon Heseltine, Director of SEO, AOL Inc.

PPC Track 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 turning away business. This session will give you a crash course in tuning and tweaking your key web pages to get the conversion.

Moderator: • Bryan Eisenberg, SES Advisory Board; New York Times Bestselling Author, bryaneisenberg.com Speaker: • Nathan Richter, Strategic Services Director, Monetate

Social Media Track Next Gen YouTube Marketing 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 share successful video marketing case studies, specific advanced optimization tactics, and YouTube networking advice.

Speakers: • Greg Jarboe, President & Co-founder, SEO-PR • Mark Robertson, Founder, ReelSEO

Meet the Speakers: Networking Lunch

Accelerator Track HTML 5: The Interactive Social Web

Missed the opportunity to ask a question of one of the speakers during a session? Didn’t get the chance to introduce yourself? Join our

HTML 1.0 was developed as a simple markup code to format and display text. But with the growth of the world wide web and the

48 SES • August 2011 {San Francisco}

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sessions

Conference Day 2

Wednesday, August 17 (cont’d) Moscone West (4th & Howard Streets) demand for a much richer end user experience, web browsers are forced to accept alien apps and plug. With the emergence of HTML 5, developers can take a different approach. Find out how the new markup language will change the chemistry of the web.

Global Business Track The Other Googles While for the past decade Google has dominated the top slot in search in the U.S. and worldwide, the story of the next decade may come from overseas. Challenged by government regulations and censorship, Google has largely ceded its leading position in China to Baidu. And with the successful IPO of Russian player Yandex, a new way of looking at the search engine market may be coming into focus. Don’t miss this unique opportunity to learn how to succeed in two of the largest and fastest growing global web markets.

Moderator: • Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting Speakers: • Preston Carey, Director, Business Development, Yandex • Alex Cheng, Executive Director and GM, Baidu US R&D

3:00-4:30p SEO Track 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, off-site competitive analysis, and competitor monitoring.

Moderator: • Chris Boggs, Director, SEO, Rosetta Speakers: • Michael Hayward, CEO, ROI Labs • Taylor Pratt, VP, Product Marketing, Raven Internet Marketing Tools • Richard Zwicky, Independent Consultant,

PPC Track Audience Choice Session: How to Leverage Your Google Product Feeds Across All Major Channels Audience Choice Winner! For more details, please use the SES Conference & Expo App or go to www.SESconference.com/sanfrancisco.

50 SES • August 2011 {San Francisco}

Social Media Track SEW Labs—The Use of Video in Social Media In each 90-minute lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. This lab will focus on the branding and marketing opportunities available through online video.

Moderator: • Jonathan Allen, Director, SearchEngineWatch Speakers: • Massimo Burgio, Founder and Chief Strategist, Global Search Interactive • Garry Przyklenk, Founder, Eclipseo Online Marketing

Accelerator Track Advanced Paid Search Tactics 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 covers 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, and more.

Moderator: • Mikel Chertudi, SES Advisory Board; Senior Director of Marketing, Adobe

Global Business Track Global Opportunities in PR, Social Media & Mobile Emerging technologies on a global scale are as various as the countries themselves. This session will focus on showcasing new technologies from around the globe and how they may be of use in other markets.

Moderator: • Adaline Lau, Asia Editor, ClickZ Speakers: • Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA • Kristjan Mar Hauksson, Founder, Search and Online Comm., Nordic eMarketing

4:45-5:45p SEO Track SEO is Dead. Long live SEO! 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

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sessions

Conference Day 2

Wednesday, August 17 (cont’d) Moscone West (4th & Howard Streets) by the most important person in the room: You! We need your real world experience, opinions and feedback.

Moderator: • Dana Todd, Vice President of Performance Innovation, Performics Speakers: • Fionn Downhill, VP of Strategy, SyCara Inc. • Todd Friesen, Director of SEO, Performics • Mark Jackson, SEW Expert & President/CEO, VIZION Interactive • David Naylor, SEO, Bronco

PPC Track Place Search & Facebook Ads: An Eye-Tracking Story An eye-tracking study conducted on Place Search and Facebook by UX Research provider User First revealed some interesting trends, including the way users interact with the new localized search results and paid ads in social media. Nielsen released a study on the behavior of 800,000 Facebook users and concluded that earned media and social advocacy made users more likely to notice ads, absorb their content, and make purchases. This session will share data and insights on measuring the effectiveness of optimized search elements and understanding the value between social media campaigns and user engagement.

Solo Presentation by: • Leslie Chacon, Founder, User First

Social Media Track Social Media Metrics So you’re tweeting daily, updating your Facebook status, and blogging on your website. What value do these efforts bring you and how do you measure the return you get? What’s the value of a fan or follower, and how do you know if you should continue what you’re doing or switch up your strategy? Come to this session prepared to learn meaningful social media metrics, ways to measure your efforts, and tactics to refine your strategy.

Moderator: • Aaron Kahlow, Chairman & Founder, Online Marketing Summit

Accelerator Track Conversion Tools of the Master Craftsman Join these two titans of web conversion for a high-speed tour through dozens of free and paid tools that can help you

52 SES • August 2011 {San Francisco}

identify—and fix—your conversion issues. From usability testing and visual attention heatmaps to keyword and SEO tools and engagement analytics, you’ll learn the secret weapons that these conversion masters rely on daily.

Speakers: • Tim Ash, CEO, SiteTuners.com • Bryan Eisenberg, SES Advisory Board; New York Times Bestselling Author, bryaneisenberg.com

Global Business Track Global Search Marketing Best Practices Roundtable Given the varied issues faced by global sites, this forum will offer an excellent opportunity for site owners to get their burning questions answered. This session will be presentation-free, with leading global search experts on hand to answer your questions.

Moderator: • Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA Speakers: • Maura Ginty, Senior Manager, Global Web Content, Autodesk • Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting • Rosemary Lising, Managing Director, GroupM Search Asia Pacific • Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP

5:45-6:45p Open Mic: SEW Black Hat, White Hat Unconferenced Search engines provide guidelines to protect their algorithms and the integrity of their results. But these are not laws; they are what they are—guidelines. Do we really have to stick to them? What if we find a loophole or two? Can we get better results if we go under the wire? Of course, that would mean only some of us were playing by the perceived rules. And the likelihood is that the white hat practitioners may find a black hat standing on their head and pushing them down the charts. Join us for our unique unconferenced session, with a glass of your favorite beverage in your hand, of course!

Location: second-floor foyer.

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sessions

Conference Day 3

Thursday, August 18 Moscone West (4th & Howard Streets)

9:00–10:30a SEO Track SEO 2.0: Less is More As the online marketing community becomes more aggressive with SEO campaigns, even when they are following all of the rules, is there a point at which a site becomes over-optimized? When focusing purely on SEO, many companies lose sight of the end goal: to provide information to users. When is SEO overdone, and how can you prevent this from happening on your website? Learn from this panel of SEO experts how to find the ideal line for your site—not overdoing SEO but also not leaving organic search traffic to your competitors. moderator: • Danny Goodwin, Associate Editor, Search Engine Watch Speakers: • Dr. Horst Joepen, CEO, Searchmetrics • David Naylor, SEO, Bronco

PPC Track Ads in a Quality Score World More and more, ranking well in paid search listings is less and less about how much you pay and more about the “quality” of your ad campaign. But what goes into making up your quality score? In this panel, we’ll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.

Moderator: • Matt Van Wagner, President, Find Me Faster Speakers: • Paul Corkery, SMB Operations Program Manager, Search Platform & Tools, Microsoft Advertising • Andrew Goodman, SES Advisory Board; President, Page Zero Media

Local/Mobile Track Local 2.0: The Evolution of Local Search What percentage of online searches are local? If you consider searches that end up having some influence on local buying activity, the opportunity is put into perspective. But there are still large gaps between the point of search and the point of purchase. How are online mapping, shopping engines, and directories starting to fill these gaps with user-generated content, video, or inventory data that funnel searchers towards local businesses? More importantly, how are location-based services (LBS) opening up new markets?

Moderator: • Gregg Stewart, President, 15miles Speakers: • Andrew Beckman, CEO, Location3 Media • Andy Chu, Director of Product Management, Bing Local and Mobilel, Microsoft • David Rodecker, Founder and CTO, Relevant Ads Inc.

54 SES • August 2011 {San Francisco}

Accelerator Track SEW Labs—Advanced Search Engine Marketing Tools & Tactics In each 90-minute lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. This lab will focus on advanced search engine marketing tools and tactics.

Moderator: • Jonathan Allen, Director, SearchEngineWatch

Special Interest Track Content Marketing Optimization The core of any search or social media marketing program is content. Digital assets, rich media, web pages, MS Office, and PDF docs, as well as content created and shared by consumers, all offer opportunities for optimization. If it can be searched, it can be optimized!

This session provides unique insight into content based optimization strategies and processes as well as tactics for sourcing, creation, and promotion of optimized content on the social web.

Solo presentation by: • Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing

10:45–12:15p SEO Track Social Media Signals in Search Both Google and Bing are making moves to integrate social elements into their search results. Bing has a strong deal in place with Facebook. Google has launched its +1 button. The social sites themselves are making changes: Facebook offers Like, Send, and Share buttons; Twitter has now launched its Follow button. This can’tmiss session will give you insight into what is happening and how it affects your website publishing strategy.

Moderator: • Richard Zwicky, Independent Consultant Speakers: • Eric Enge, President, Stone Temple Consulting • Michael Fujioka, Manager, Audience Programs, CBS Interactive

PPC Track SEW Labs—Best Practices in Paid Search Advertising In each 90-minute lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites and in delving into the topic at hand via lively discussion. This lab will have a special focus on best practices in paid search advertising.

Moderator: • Jonathan Allen, Director, SearchEngineWatch

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Conference Day 3

thursday, august 18 (cont’d) Moscone West (4th & Howard Streets)

Local/Mobile Track Local + Social: The Future of Promotion Clearly two of the hottest categories in online marketing are local search and social. Find which data feed services work best for mass local listings online and on the mobile web plus which social networking features have the most effect on local marketing. This session will offer tried and true strategies for maximizing visibility on the local search and social web.

Moderator • Anna Maria Virzi, Executive Editor, ClickZ Speakers: • Benu Aggarwal, Founder and President, Milestone Internet Marketing • Gregg Stewart, President, 15miles

Accelerator Track The Convergence of Search, Social, and Content Marketing The Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? Join this panel as they provide case studies and walk you through a step-bystep approach that any organization can follow.

Moderator: • Greg Jarboe, President & Co-founder, SEO-PR Speakers: • Aaron Kahlow, Chairman and Founder, Online Marketing Summit • Arnie Kuenn, President, Vertical Measures • Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing

Special Interest Track B2B Lead Generation Management & CRM Integration This session will focus on “post-click” best practices specific to B2B search marketers and companies with a complex sales cycle. Examples and case studies will include conversion improvement tips; landing page and microsite testing; lead scoring, nurturing, and management; and following search leads through to offline sales.

Solo Presentation by: • Lauren Vaccarello, Sr. SEM Manager, Salesforce.com

1:15–2:45p SEO Track SEW Labs—Social SEO In each 90-minute lab, the audience will participate with industry experts and search engine representatives in analyzing and auditing attendee websites and in delving into the topic at hand via lively discussion. This lab will have a special focus on social SEO.

56 SES • August 2011 {San Francisco}

Moderator: • Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing Speakers: • Ian Lurie, Chief Marketing Curmudgeon and President, Portent • Todd Malicoat, Independent Search Engine Marketing Consultant, stuntdubl

PPC Track Avoiding PPC Campaign Stagnation In this session, executives from Wpromote and Wine.com will discuss innovative strategies used by leading e-commerce players to get more value out of even the most mature PPC campaigns. Topics covered will include cutting-edge techniques to extract more value from Google’s content/display network, how to use new ad formats to stand out from the crowd, and ways to keep campaigns fresh throughout the year.

Speakers: • Cam Fortin, Director of Business Development, Wine.com • Michael Mothner, Founder & CEO, Wpromote Inc.

Local/Mobile Track Smart Mobile Marketing 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.

Moderator: • Jack Marshall, Staff Writer, Stats Editor, ClickZ Speakers: • Paul Cushman, Senior Director, Mobile Sales Strategy, Yahoo!

• Michael Martin, Senior SEO Strategist, Covario, Inc.

Accelerator Track Channel Surfing: Measuring Profit & ROI Across Channels Which types of ads or combination of ads are the most likely to lead to conversion—your display ads, Facebook ads, branded PPC ads, or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. Panelists will identify various methods for determining attribution and will pinpoint common attribution misconceptions.

Moderator: Mikel Chertudi, SES Advisory Board; Sr. Director of Marketing, Adobe Speaker: Wes Nichols, CEO & Cofounder, MarketShare

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sessions

Conference Day 3

Thursday, August 18 (cont’d) Moscone West (4th & Howard Streets)

Special Interest Track Search: Where to Next?

Join us for an illuminating discussion as we peek into the next generation of digital marketing and predict what search might look like in the following five to ten years. What should be on your search radar for 2010 and beyond? Does the key to the future of search lie in personalization? Do social networks herald the end of search?

Certain industry pundits have even been heard to say that SEO is dead. The future is coming. Are you ready for it?

Moderator: • Anne F. Kennedy, SES Advisory Board; International Search Strategist, Beyond Ink USA Speakers: • Tamara Colagrossi, Head of Marketing, Marchex • Mike Grehan, Chair, SES Advisory Board; Global VP, Content, SES/

Accelerator Track 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 new ad formats like Sitelinks and Product Extensions, various flavors of managed and automatic content matching, and new tactics for managing and bidding on various placements, this session brings marketers up to speed on the state of the art.

Moderator: • Zach Rodgers, Managing Editor, ClickZ News Speakers: • Dax Hamman, Chief Revenue Officer, Chango • Siddharth Shah, Senior Director, Business Analytics, Efficient

Search Engine Watch/ClickZ • Eli Goodman, Search Evangelist, comScore, Inc. • Dana Todd, Vice President of Performance Innovation, Performics

4:30–5:30p

3:00–4:00p

Afternoon Keynote Panel: View From the Top

SEO Track Enterprise Level SEO The enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions, of pages), the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges.

Moderator: • Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting Speakers: • Jay Middleton, Sr. Mgr., WW Search Marketing, Adobe Systems • Crispin Sheridan, SES Advisory Board; Senior Director of Search Marketing Strategy, SAP • Jim Yu, Founder and CEO, BrightEdge

PPC Track SEM in the Retail Vertical Search Engine Marketing in the Retail space can be a challenging but extremely rewarding marketing medium. This session will include formal presentations and Q/A with retail executives joined by a vertical executive from Rosetta. Topics will include launching and maintaining SEO and SEM campaigns and measuring their successes within hyper-competitive industries; growth and scalability; balancing needs between different categories; driving qualified new traffic; local search considerations; and increasing “Universal” (nontext) search results.

58 SES • August 2011 {San Francisco}

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Connected Marketing is much more about the change in consumer behavior than it is about the technology available. This new generation conveniently leaves behind a huge data trail, which is pure nectar for marketers. But at the same time, the end user is beginning to push back as privacy issues become more of a concern. This panel of leading industry players in the online advertising sector will assess the current state of play and how the possibility of convergence may be closer than we think.

Co-Moderators: • Matt McGowan, Managing Director, Americas, Incisive Media • Mike Grehan, Chair SES Advisory Board; Global VP Content, SES/ Search Engine Watch/ClickZ Speakers: • June Bower, VP, Online Business, Cisco Systems • Chris Copeland, CEO, GroupM Search—The Americas • Daina Middleton, CEO, Performics

5:30-6:00p Wrap-up Session At the end of every SES Conference & Expo, we like to provide an opportunity for the audience to give us feedback. Good, bad, indifferent—we listen to it all. So if you have ideas for ways that we can improve the experience, we really want to hear them. Mike Grehan, Global VP Content for SES, Search Engine Watch, and ClickZ, leads a small panel of SES advisory board members to answer any questions you have on any aspect of the show—but more importantly, to listen and take notes.

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sessions

SES Training

Monday, august 15 Moscone West (4th & Howard Streets)

8:00–12:00p

1:00–5:00p

How to Collect, Interpret, & Use Your Web Analytics Data

Advanced Keyword Research & Management

This session will teach you how to determine analytics tools to help you make the decisions that will turn your website into a revenuegenerating tool. You will learn how to select analytics software; how your software choice can limit your data collection; what metrics are available; how to interpret KPI data; what metrics to include as part of your KPIs; how to use KPI data to make decisions; and how to set goals and determine conversions.

Instructor: • Thom Craver, Web and Database Specialist, Saunders College (RIT)

How to Architect a Search-Engine Friendly Website

This workshop will guide you through ways to integrate and analyze data from search, social, and traditional media to identify new opportunities and revenue streams. Using provided worksheets, your data, and these new techniques, you will leave the session with actionable insights, and new keyword opportunities. Students strongly encouraged to bring their laptops and keywords to this session. Wireless access will be provided.

Instructor: • Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting

PPC Basics & Implementing Your PPC Strategy

In order for a site to be search-engine friendly, it must meet the needs of crawler-based search engines and the site’s visitors. You will learn the whys, whats, and hows of architecting a user-friendly, search-friendly, and persuasive site that converts visitors into buyers.

Instructor: • Shari Thurow, Founder and SEO Director, Omni Marketing Interactive

Once you have the basic foundation of the campaign set up, your job as a search engine marketing professional is far from over. Implementation of a campaign requires attention to a completely separate set of tactical and strategic areas. Your PPC strategy needs to be properly implemented by someone with the training to know what to look for. That person can be you.

Instructor: • Kevin Lee, Co-Founder & Executive Chairman, Didit

Mobile Marketing 101: Strategy, Tactics, & Best Practices

Creating Social Media Strategies Using Audience Research

In this workshop environment, you will receive a solid foundation in mobile marketing fundamentals, immerse yourself in examples and best practices, and consider their direct application to your business. Sharing and collaboration among participants makes for a lively brainstorming atmosphere.

Instructor: • Melinda Krueger, Senior Marketing Consultant, ExactTarget

You will be introduced to the world of online audience research through the use of various tools such as buzz monitoring, keyword analysis, trending, and insight. You will understand how to look not only at the quantity but also the quality of the data you are collecting, and how that applies to efforts in social media marketing.

Instructor: • Liana Evans, Author; Co-Founder and CEO, LiBeck Integrated Marketing

MMA Mobile Marketing Workshop

Tuesday, August 16 Moscone West, Expo Hall

8:00–5:30p This full-day workshop covers the fundamentals of mobile marketing. By taking this program you’ll learn the global truths of mobile marketing strategy and tactics and how to apply them within your market. You’ll develop: • An understanding of the mobile consumer and their universal behaviors and attitudes.

• A familiarity of the latest mobile capabilities, technologies, standards and guidelines and their potential.

60 SES • August 2011 {San Francisco}

• Actionable steps on how to develop and execute a successful, industry compliant, mobile marketing strategy and programs.

• A roadmap to navigating the mobile marketing ecosystem and a clear understanding of how to engage the players in the industry.

The workshop incorporates hands-on exercises and real-world case studies to help you apply the acquired knowledge immediately.

It is encouraged that you have a mobile phone that supports text messaging and or the mobile Internet. If you do not, please let us know when you register so that we can plan accordingly.

Instructor: • John Arnold, Director of Education, Mobile Marketing Association

sessions

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OMS Social Media Marketing Summit

Monday, August 15 Moscone West, Expo Hall

8:45–9:45a

11:15–12:15p—Session 2

Keynote: Social Media Marketing Execution— Getting Beyond Facebook and Twitter

Social Media Strategy & PR (SMC) Track Brave New Local / Social World: Recent Changes to Local & Review Sites & Their Effect on Online Reputation Management

Hear from those making the news about the next gen of social sharing from Groupon to FourSquare, Zynga to iPad Apps. The landscape is changing yet again, and we’ll get to the bottom of who’s worth your time and how to best execute.

Speaker: • Mario Sundar, Senior Social Media Manager & Chief Blogger, LinkedIn

10:15–11:15a—Session 1 Social Media Strategy & PR (SMC) Track Proven Social Media Strategies to Rapidly Grow Your Business Are you looking to stand apart from your competitors? Do you need a new strategy—-one that you’ll enjoy implementing? Learn firsthand from the man behind the success how Social Media Examiner transformed into a social media sensation. You’ll learn how great content, plus other people, minus marketing messages can rapidly grow your business.

Speaker: • Michael Stelzner, Founder and Executive Editor, SocialMediaExaminer.com

Social to Drive Commerce & Lead Gen Track How to Master Facebook Marketing in Today’s Social Climate Find out how Facebook determines what shows up on a fan’s wall and how to leverage that information to drive your brand’s growth.

This session will cover the most effective strategies for Facebook ads, the value of a Facebook fan and how it’s accurately measured, the right benchmarks to set, when should you create multiple pages and when to keep just one, and how to segment fans, friends of fans, and prospects to message them uniquely and effectively.

Speaker: • Dennis Yu, CEO, BlitzLocal

Social to Digital Integration Track Increasing Website Traffic with Local-Social-Mobile Integration Learn how a Las Vegas casino doubled its local search traffic, doubled its mobile search traffic, and had a overall 25% search engine referred traffic increase almost overnight—when search engines started weighing social media content—and has maintained a steady growth ever since.

Speaker: • Andjelika Martin, Web Marketing and Development, M Resort Spa Casino Las Vegas

62 SES • August 2011 {San Francisco}

Never before have reputations been so vulnerable as they are today in the current digital space. This session focuses on best practices for managing your reputation with a particular focus on managing properties like Google Places.

Speaker • Jonathan Lowe, VP, Marketing, LA Kings

Social to Drive Commerce & Lead Gen Track Caterpillar Case Study: People-to-People Marketing Successes It is a challenge to market your product or service to your customer, but throw in the added complexity of being a B2B company/selling through a distributor or dealership in Caterpillar’s case. But it doesn’t matter if you are B2C or B2B, it is all P2P—People to People—and you must still use basic marketing principles with today’s marketing channels.

Speaker • Kevin Espinosa, eBusiness Platform Manager, Caterpillar Inc.

Social to Digital Integration Track “Tweet” to the Top of Search Results This session dispels the myths around Twitter and focuses in on strategy, tactics, and tools you can use to successfully market your business by building a community following, setting up and optimizing your Twitter account to be found, tips on what to and what not to Tweet about, and finally how to get real business from Twitter.

Speaker • Heather Lutze, CEO and Co-Founder, Findability Group

1:15–2:15p—Session 3 Social Media Strategy & PR (SMC) Track Identifying and Measuring Social Media Brand Advocates How do you determine an influencer in the social media world?

What do you do with these influencers once you have identified them? How do you measure Advocacy and Loyalty? Learn the answers to these questions and more.

Speaker: • Lise Brende, Director of Marketing Analytics, Bing and MSN, Microsoft

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sessions

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OMS Social Media Marketing Summit

Monday, August 15 (cont’d) Moscone West, Expo Hall

Social to Drive Commerce & Lead Gen Track Facebook Commerce: To Set Up Shop or Not? Ecommerce strategists are debating—what’s the best Facebook strategy? Do you follow in the footsteps of JC Penney and set up a self-contained shopping cart on the platform or continue to use Facebook as a referring traffic source? This session tackles these questions and more head on so you will leave with a better sense of what your strategy should be.

Speaker: • Shawn Elledge, RMM Online

Social to Digital Integration Track Social Media’s Influence on Search Engines— Using Twitter, Facebook & StumbleUpon to Drive Search Traffic You may have heard that Twitter and Facebook can increase search visits, but how can this be measured and harnessed to produce real results for you? This session will cover how to set up your Twitter, Facebook, and StumbleUpon accounts, which social medium is best for your particular SEO goals, how to use url shorteners, best practices for optimizing Facebook’s internal search, a Twitter case study, and more.

Speaker: • Katy Collins, Senior Product Manager, AOL

largest brands. You will hear stories of social media failures, successes and of course actionable strategies you can apply to your social media programs today.

Speaker: • Mike Lewis, VP Marketing & Sales, Awareness, Inc.

Social to Drive Commerce & Lead Gen Track Using the Data You Have to Drive Marketing ROI Across All Channels Learn how and why companies like Cisco, Intel and Workday—pioneers of “Integrated Digital Marketing”—are leveraging Customer Intelligence data to beat the competition and maximize sales and marketing ROI. Speaker: • Thad Kahlow, CEO, BusinessOnline

Social to Digital Integration Track Unifying Social Strategies with Web Site Innovation Build contextually relevant Social experiences for your customers by harnessing innovative ideas to improve customer loyalty and increase online sales.

Focus: B2C on Social Media, Mobile and Email.

Speaker: • Kara Jariwala, Director of FutureWorks, HP

2:45-3:45p—Session 4 Social Media Strategy & PR (SMC) Track Your Social Strategy is WRONG!: 5 Things Marketers Need to Know about Social Media Learn the 5 most important things marketers need to know about Social Media along with case studies featuring some of the world’s

Tuesday, August 16 10:00–11:00a

11:15–12:15p—Session 1

Keynote: The State of Social Media

Social Media Strategy & PR (SMC) Track Social DIDN’T Kill the Email Star: How Email + Social = Engagement

Brand marketers hear all the buzz about social media but what do they really need to know? Learn how brands are utilizing social tools and integrating word-of-mouth into their marketing strategies to get results. It goes beyond building a Facebook Page, creating a Twitter account, or starting a blog. Hear from the brands that are gaining success, building brand advocates, and showing measurable results.

Speaker: • Graham Mudd, VP, Media & Search, comScore, Inc.

64 SES • August 2011 {San Francisco}

Learn 7 ways to take your email marketing program to the next level with social media tactics. From creating a two-way dialogue to enlisting viral efforts to expand reach, we will outline best practices for creating a cohesive strategy with email and social.

Speaker: • Sally Lowery, Director of Revenue Marketing, iContact

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sessions

OMS Social Media Marketing Summit

Tuesday, August 16 (cont’d) Moscone West, Expo Hall

Social to Drive Commerce & Lead Gen Track 3 Tips for Maintaining Your Brand Identity across Social Media Social media often times gets the rap of being the runaway truckthe lack of complete messaging control unnerves marketers all over.

This session provides 3 things to bear in mind as you adapt your brand strategy for conversation.

Speaker: • Todd Wilms, Director of Social Media, SA

1:00–2:00p—Session 2 Social Media Strategy & PR (SMC) Track Integrated Online Marketing: Search, Social, PR Social media and search engine optimization (SEO) present a tremendous opportunity for marketers and PR professionals alike to master the search and social Web. Learn practical tactics for optimizing blogs, LinkedIn, Facebook, Twitter and YouTube in order to increase reach and engagement.

Speaker: • James Rogers, VP, Marketing, Hoovers

Social to Drive Commerce & Lead Gen Track Social Video Marketing In one hour you will understand the benefits of creating this highimpact, socially shareable content in your marketing efforts. Learn new video uses companies are implementing, how they are measuring a campaign’s success and how to avoid failures.

2:00–3:00p—Session 3 Social Media Strategy & PR (SMC) Track Social Integration: Creating Interactive Conversations Across Channels The goal of any business is to grow and know your consumer base and then turn them into raving fans. Learn FIVE things you should be doing to help your business engage consumers and the THREE key channels you should leverage now to create personal, relevant & interactive conversations with your consumer.

Speaker: • Sundeep Kapur, Digital Evangelist, NCR Corp.

Social to Drive Commerce & Lead Gen Track The Top 10 Ways Marketers Can Leverage Foursquare Consumers are “checking-in” all over the place. Learn best practices for tip messaging and promos to drive consumers in-store. It’s time for small businesses, retailers and even BtoB folks to put this trend into real marketing practice. Hear from the folks doing it best and of course the mistakes they made along the way.

66 SES • August 2011 {San Francisco}

3:15–4:15p—Session 4 Social Media Strategy & PR (SMC) Track People Are Social Animals—10 Things About Social Psychology That Every Social Media Designer Needs To Know If you want to be persuasive in social media you need to go beyond your opinion, and even beyond analytics. You need to know what research in social psychology tells us about human social behavior. Among the research Dr. Weinschenk will cover: imitation and empathy, brain syncing, Dunbar’s number for strong ties, mirror neurons and more.

Speaker: • Susan Weinschenk, Ph.D., Chief of UX Strategy, Americas Human Factors International

Social to Drive Commerce & Lead Gen Track 7 Tangible Facebook Tips That Work for Small Businesses Learn how the formula [image] + [message] + [call to action] will help you engage your fans and help you to improve your messaging on your Facebook page. This session is jam-packed with tons of tangible tips that you can start using immediately after the event. Also, don’t miss special bonus tips that will clearly detail how to create perfect “skyscraper” Facebook profile image for your business and learn exactly how often you should post.

4:15–5:15p Keynote Panel: Social Media “Hotseat” Hear from both your marketing peers and the world’s elite brands as they delve into how their organization has evolved into a successful social business. From internal Social Communication policy to business unit alignment and of course getting buy-in from the Big Kahuna(s)—insights, stories, and in essence one giant case study on how to succeed and potholes along the way.

Speakers: • Michael DeHaven, SEO Product Manager, Bazaarvoice • Simon Heseltine, Director, AOL

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sessions

eec Email Marketing Forum

Wednesday, August 17 Moscone West, Expo Hall

9:30–10:30a Metrics that Matter From clicks to conversions to sales, the email metrics you report on and use to fuel future campaigns must be tied to the overall performance goals of your business for maximum efficiency, success and results. Attend this session to learn from “the masters of metrics” and learn how you can define a metric-driven strategy, execute and measure your true success.

11:30–12:30p The Cross-Fit Creative Attendees will hear from a cross-section of practitioners on standards, innovative tools, cases and considerations that will change the way you approach email creative initiatives moving forward.

Special attention will be paid to creative creation in the context of cross-channel campaigns that integrated social and reach mobile audiences, an exponentially larger population than in the past.

1:30–2:30p Focus on Data: Taking Action and Automation Email marketing is one of the most powerful forms of database marketing to data as it arrives at its most important data points (people) This session discusses the role and importance of data in email marketing. It emphasizes the position of the email marketer as a “curator of data,” or an expert that leverages data to inspire audiences. Significant attention will be paid to how to make data action-

able and when and how to automate data processes for maximum efficiency and results.

3:00–4:30p Deliverability and Compliance: What You Need to Know and Do To Succeed Today Deliverability and compliance experts will walk the audience through basic and advanced topics that determine how email messages get to the inbox unfettered and what compliance topics to pay attention to based on the scope and reach of your campaigns.

This topic is particularly pertinent to brand marketers that leverage email to communicate to prospects and clients nationally and internationally.

Speakers: • Dennis Dayman, Eloqua • Spencer Kollas, Strongmail • Sal Tripi, Publishers Clearing House

4:45-5:45p Integrating Email into Your Multi-Channel Marketing Strategy Led by a well-known marketing guru, this session will press audience members to share their overall marketing goals with the session leaders and then walk the entire audience through the steps required to execute an effective email marketing program. The session will pay particular attention to when and when not to integrate email with other channels as well as the strengths and weaknesses of various approaches.

eec Email Marketer’s Toolkit for Success

Friday, August 19 Moscone West, Expo Hall

8:30–5:30p Want to compare your email marketing goals and campaigns with best of breeds in your category and take your own programs to the next level?

Attend this workshop for a quick review of marketplace winners and losers and then dive into expert-led topical training that will help you define the right strategy, implement it, measure results and promote replicable success across your organization. Special focus will be paid to marketing automation and how email marketing integrates with other channels including social and mobile.

• Introduction and state of the union.

• Winners and losers.

• Starting at the beginning: understanding goals and aligning with strategy.

68 SES • August 2011 {San Francisco}

• From strategy to execution.

• Audience recruitment, development, growth and cultivation.

• Campaigns: a full life-cycle approach—from acquisition to retention and loyalty.

• Best practices based implementation: segmentation, messaging, cross-channel integration, creative, optimization and testing, deliverability, measurement and reporting, leveraging data.

• Mastering metrics and using them to achieve your goals: • Audience response: During this time, audience members are encourage to present the experts with case based challenges that the session leaders and other audience members will collaborate to help address.

• The test: All attendees will receive a comprehensive resource booklet containing expert whitepapers and educational materials from across the eec memberbase.

•S

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IAB Multicultural Marketing Forum

Wednesday, August 17 Moscone West, Expo Hall

9:30–10:30a—Session 1

11:30–12:30P—Session 2

International Latinos and Search

Young, Latin and Social

Can your customers find you in any language? Can you find them?

The Spanish-language U.S. search market is over 200 million queries a month. Latinos in the U.S. and overseas have a keen affinity for search with several variations on well-known themes. Don’t limit your campaigns with psychological and geographic borders. This market has a sizeable wallet and a hunger for early adoption. Come learn techniques for search and best practices for acquisition from specialists on the Hispanic market. What are you waiting for?

Speaker: • Mary Zerafa, Vice President, impreMedia

The U.S. Latino marketplace has over 50 million users, is highly connected and painfully mobile. If social strategies are in your target zone, you must understand this story. Cross border exchanges of ideas, culture and information also feed the frenzy. And how does this apply to search? If you show, we’ll tell. Come learn how to crack the code everyone is working on: Young, Social and Latin.

Speakers: • Mary Zerafa, Vice President, impreMedia • James Briggs, CEO, Briabe Mobile, Inc.

Search Congress

Wednesday, August 17 Moscone West, Expo Hall SearchCongress is a Spanish event based in Barcelona. For the first time, SearchCongress is coming to San Francisco to offer advanced search marketing content in Spanish!

1:30–2:00p—Sesión 1 Presente y Futuro de los Buscadores Analizaremos las últimas tendencias en buscadores, optimización, algoritmos, búsqueda desde dispositivos móviles (resultados aquí, ahora!), búsqueda natural, controlada por la voz, búsqueda audio y sobre todo el papel y el contexto social del futuro del al búsqueda (las redes sociales influyen en los resultados).

2:00–2:30p—Sesión 2 Search: Mercado Español y Hispánico La sesión tratará de la situación de la economía search en España y en los países de America Latina (ecommerce, idiomas, geolocalización hispánica y más). Tuenti, la red social español comprada por Telefónica, lideres online que invierten más en el idioma español, y otros factores importantes a saber a la hora de lanzar su negocio online en español y segmentar un publico hispano (México, Chile, Argentina, Columbia y más). Analizaremos también factores de geolocalización dentro del idioma español (servidores, buscadores, redes sociales locales y verticales).

70 SES • August 2011 {San Francisco}

3:00–4:30p—Sesión 3 Monitorización de SEO Todo sobre la monitorización de campañas SEO: gestión de enlaces, análisis de palabras claves, monitorización de servidores, alertas, errores, contenidos duplicados) y sobre lo que hace que una estrategia SEO sea eficiente es su mantenimiento y seguimiento. Aprendéis con nosotros a usar herramientas profesionales para gestionar vuestras campañas SEO, generar informes profesionales y vigilar cada aspecto de su web, manteniéndola en las mejores posiciones de búsqueda y optimizada para los negocios cada día.

4:45–5:45p—Sesión 4 Búsqueda Social - Mesa Redonda Participativa Una charla practica sobre efectos de la web social en los buscadores (+1, búsqueda en tiempo real, enlaces sociales, integraciones sociales en webs). Las redes sociales ofrecen nuevas oportunidades de tener visibilidad en los buscadores (noticias, blog, tiempo real, vídeo, fotos) y hemos de aprender a aprovecharlas!

Download the SES San Francisco Conference & Expo mobile app for the latest information.

sessions

Bruce Clay Inc. Search Engine Optimization Training Workshop

Friday, August 19 Moscone West, Expo Hall

8:30–5:30p Bruce Clay is an industry recognized expert on SEO. This course is targeting marketing and technical staff alike and offers strategy and tactics necessary in today’s fast changing search world. The course, which covers SEO methodology, concepts and strategies, will provide the process needed to achieve significant traffic.

Focusing on white-hat search engine-compliant SEO methods, the course covers techniques allowing you to change your sites while staying away from the techniques that will get you in trouble.

The Bruce Clay SEO Training offers a specific and clear view of the techniques required to beat your competition in the war for search results supremacy for your properly selected and targeted keywords.

And you get a 1-year free subscription to the SEOToolSet®. Each student receives a FREE copy of Search Engine Optimization For Dummies: All-in-One Desk Reference. http://www.bruceclay.com/seo/seofordummies.htm.

Instructor: • Bruce Clay, President, Bruce Clay, Inc.

aimClear® Facebook Marketing Intensive Workshop

Friday, August 19

aimClear

®

Facebook

MARKETING INTENSIVE

Moscone West, Expo Hall

8:30–5:30p With nearly a billion registered users, Facebook represents a seriously fertile playground for cutting-edge marketers ready to sink their teeth in the social landscape. Deadeye targeting capabilities and relatively cheap CPCs make for a dynamic advertising channel

and exciting branding opportunities. Join our panel of accomplished international Facebook marketers at aimClear’s Facebook Marketing Intensive workshop, and saddle up for all the tips, tactics and best practices you can handle. Each student receives a FREE copy of Killer Facebook Ads: Master Cutting Edge Facebook Advertising Techniques.

Real-Time Competitive Monitoring Software Tracks Competitors, Trademarks, and Affiliates on Google, Yahoo!, Bing, YouTube and Baidu

Get The Facts on Your Friends and Foes: » Market Share » Affiliate Tactics & Abuse » Brand Use in Ad Copy

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» Brand Sponsors

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USE PROMOTIONAL CODE: SES

321.206.9705 @searchmonitor

SES@thesearchmonitor.com www.thesearchmonitor.com

:KHUH FDQ , ILQG« Web

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speakers Benu Aggarwal

Michael Bonfils

Jonathan Cho

Founder & President, Milestone Internet Marketing

International Managing Director, SEM International

Group Search Director, Mindshare

Jonathan Allen

June Bower

Andy Chu

Director, SearchEngineWatch

VP Online Business, Cisco Systems

Director of Product Management, Bing Local and Mobile, Microsoft

Christian Arno

Jessica Bowman

Bruce Clay

Managing Director, Lingo24

CEO, SEOinhouse.com

President, Bruce Clay, Inc.

Tim Ash

Jim Boykin

Tamara Colagrossi

CEO, SiteTuners.com

CEO & Link Building Ninja, We Build Pages Internet Marketing Service

Head of Marketing, Marchex

Matthew Bailey

Nathan Bransford

SES Advisory Board; President, Site Logic Marketing

Social Media Manager, CNET/CBS Interactive

Ray “Catfish” Comstock

Andy Beal

Susan Bratton

Chris Copeland, CEO

CEO, Trackur

Co-founder & CEO, Personal Life Media, Inc.

GroupM Search— The Americas

Andrew Beckman

Massimo Burgio

Paul Corkery

CEO, Location3 Media

Founder & Chief Strategist, Global Search Interactive

SMB Operations Program Manager, Search Platform & Tools, Microsoft Advertising

Thomas Bindl

Preston Carey

Tim Coughlin

SES Advisory Board; Founder & CEO, Refined Labs GmbH

Director, Business Development, Yandex

Vice President, Translations.com

Marc Bishop

Leslie Chacon

Thom Craver

Director of Audience Targeting, Yahoo!

Founder, User First

Web & Database Specialist, Saunders College (RIT)

Director of SEO, BusinessOnLine

Charles Black

Alex Cheng

Paul Cushman

President & Chief Strategy Officer, Technorati Media

Executive Director & GM, Baidu US R&D

Senior Director, Mobile Sales Strategy, Yahoo!

Chris Boggs

Mikel Chertudi

Director, SEO, Rosetta

SES Advisory Board; Sr. Director, Online & Demand Marketing, Adobe

74 SES • August 2011 {San Francisco}

Michael DeHaven SEO Product Manager, Bazaarvoice

The Econsultancy Community Discover how to do everything better online

Econsultancy is a lively, dynamic community where the world’s search and digital marketing professionals get together to: • • • • •

Sharpen their strategy Source suppliers Get quick answers Compare notes Help each other out

We have been around for over a decade and are a leading source of independent advice and insight on digital marketing and e-commerce.

Custom Training Tailored to your organization and delivered by top practitioners

Award-winning Research On the widest range of online marketing topics

Our reports, events, online resources, and training help our 100,000+ members build business cases, look smart in meetings, make better decisions, and accelerate their careers.

Discover how we can help you. http://econsultancy.com/hello/SES

Peer-to-peer Events

Membership

Learn, share best practice, network, do business – and have fun

Advice and insight on Email marketing Analytics SEO Search marketing Social media Social media and online PR Mobile marketing …and lots more

Join us.

We’ll help you raise your game and turbo-charge your team

Member brands:

DuPont • Condé Nast • Disney American Express • HSBC • MTV Mercedes Benz • Estée Lauder New York Times • Calvin Klein J. P. Morgan • The Wall Street Journal • US Tennis Association

Download the SES San Francisco Conference & Expo mobile app for the latest information.

speakers Fionn Downhill

Michael Fujioka

Mike Grehan

VP of Strategy, SyCara

Manager, Audience Programs, CBS Interactive

Chair, SES Advisory Board; Global VP, Content, SES/ Search Engine Watch/ClickZ

Bryan Eisenberg

Alex Funk

Dax Hamman

SES Advisory Board; NYTimes Bestselling Author, bryaneisenberg.com

Senior Manager— Paid Media, Covario

Chief Revenue Officer, Chango

Noran El-Shinnawy

Nicholas Gadacz

Jeffrey Harmon

Internet Marketing Manager, Acquisio

Director of Search, CafePress.com

Chief Marketing Officer, Orabrush

Eric Enge

Rob Garner

President, Stone Temple Consulting

Vice President, Strategy, iCrossing

Kristjan Mar Hauksson

Liana Evans

Brad Geddes

Author; Co-Founder & CEO, LiBeck Integrated Marketing

Founder, bgTheory.com

Allison Fabella

Ryan Gibson

SEO & Social Media Manager, The Atlanta Journal-Constitution

VP of Marketing, RKG (Rimm-Kaufman Group)

Dave Feldman

Maura Ginty

Search Evangelist, Microsoft

Senior Manager, Global Web Content, Autodesk

Jeff Ferguson

Andrew Goodman

CEO, Fang Digital

SES Advisory Board; President, Page Zero Media

Andrea Fishman

Eli Goodman

VP of Global Strategy & Managing Partner of BGT Chicago, BGT Partners

Search Evangelist, comScore, Inc.

Cam Fortin

Danny Goodwin

Director of Business Development, Wine.com

Associate Editor, Search Engine Watch

Todd Friesen

David Greenbaum

Director of SEO, Performics

Founder and CEO, BoostCTR

76 SES • August 2011 {San Francisco}

Founder, Search & Online Comm., Nordic eMarketing

Michael Hayward CEO, ROI Labs

Christopher Heine Staff Writer, ClickZ News

Simon Heseltine Director of SEO, AOL Inc.

Lauren Hufnal Search Evangelist, Microsoft (Bing)

Bill Hunt SES Advisory Board; President, Back Azimuth Consulting

Motoko Hunt Founder, Japanese Search Marketing Strategist, AJPR LLC

Mark Jackson SEW Expert & President/ CEO, VIZION Interactive

www.stateofsearch.com

State of Search - the international Search & Social Media blog

1 1 0 2 k r o Y w e N S E S WIN a ticket to

of te a t S e th to g in ib r c by simply subs e d o c n o ti a tr is g e r g sin Search newsletter u SESMAG11

Keeping you updated with the online marketing world, from SEO and PPC to Social Media and general online marketing.

We also cover all major Search Marketing events and conferences â&#x20AC;&#x201C; giving you the conference news as it happens.

Follow us on Twitter @state_ofsearch

Download the SES San Francisco Conference & Expo mobile app for the latest information.

speakers Greg Jarboe

Kevin Lee

Daina Middleton

President & Co-founder, SEO-PR

Co-Founder & Executive Chairman, Didit

CEO, Performics

Dr. Horst Joepen

Rosemary Lising

Jay Middleton

CEO, Searchmetrics

Managing Director, GroupM Search Asia Pacific

Senior Manager, WW Search Marketing, Adobe Systems, Inc.

Aaron Kahlow

Ian Lurie

Michael Mothner

Chairman & Founder, Online Marketing Summit

Chief Marketing Curmudgeon and President, Portent

Founder & CEO, Wpromote Inc.

Kate Kaye

Paul Madden

Phil Mui

Senior Editor, ClickZ News

Owner, Automica Limited

Group Product Manager, Google Analytics

Anne F. Kennedy

Todd Malicoat

Jon Myers

SES Advisory Board; International Search Strategist, Beyond Ink USA

Independent Search Engine Marketing Consultant, stuntdubl

SES Advisory Board; Head of Account Management, Yahoo! UK & Ireland

Melinda Krueger

Russ Mann

David Naylor

Senior Marketing Consultant, ExactTarget

Founder & CEO, Covario

SEO, Bronco

Arnie Kuenn

Jack Marshall

Wes Nichols

President, Vertical Measures

Staff Writer, Stats Editor, ClickZ

CEO & Cofounder, MarketShare

Steve Latham

Michael Martin

Founder and CEO, Encore Media Metrics

Senior SEO Strategist, Covario, Inc.

Adaline Lau Asia Editor, ClickZ

Debra Mastaler

Lee Odden SES Advisory Board; CEO, TopRank Online Marketing

Paulo Pessanha Director of Search Marketing, TREE

President, Alliance-Link

Matt Lawson VP, Marketing, Marin Software

Rob Leathern CEO, XA.net

Taylor Pratt Tim Mayer Chief Strategy Officer, Trada

Matt McGowan Managing Director, Americas, Incisive Media

78 SES • August 2011 {San Francisco}

VP, Product Marketing, Raven Internet Marketing Tools

Garry Przyklenk Founder, Eclipseo Online Marketing

Download the SES San Francisco Conference & Expo mobile app for the latest information.

speakers Nathan Richter

Jamie Smith

Anna Maria Virzi

Strategic Services Director, Monetate

CEO, Engine Ready

Executive Editor, ClickZ

Mark Robertson

Gregg Stewart

Marty Weintraub

Founder, ReelSEO

President, 15miles

President, aimClear

David Rodecker

Dana Todd

Dr. Ralph Wilson

Founder & CTO, Relevant Ads Inc.

Vice President of Performance Innovation, Performics

Founder and Editor-in-Chief, Web Marketing Today®

Zach Rodgers

Shari Thurow

John Yi

Managing Editor, ClickZ News

Founder & SEO Director, Omni Marketing Interactive

Marketing API Program Manager, Facebook

Siddharth Shah

Lauren Vaccarello

Jim Yu

Senior Director, Business Analytics, Efficient Frontier

Sr. SEM Manager, Salesforce.com

Founder & CEO, BrightEdge

Crispin Sheridan

Matt Van Wagner

Richard Zwicky

SES Advisory Board; Senior Director of Search Marketing Strategy, SAP

President, Find Me Faster

Independent Consultant

Crowdsourcing and user-generated content continued from page 38 Brands can then recognize blog commenters by drawing attention to the “best of” comments through a separate blog post or in a newsletter (at our agency, we do it in the TopRank Marketing Newsletter).

5. Book authoring by community. Reaching out to industry experts to share their insights as part of a larger project can be very effective. Author Michael Miller did this with Online Marketing Heroes, of which I was a part. He interviewed 25 successful marketers; the results of those interviews became the book.

Another example involves soliciting subject matter experts to write articles of 1,000 words or so on pre-determined

80 SES • August 2011 {San Francisco}

topics. The brand serves as editor to compile the articles into an e-book, which can be used as fulfillment in a lead generation campaign.

Make sure that participants are aware of what you’re doing. Being upfront about your intentions will help them do a better job with their contributions and may even incentivize them to help promote the final outcome.

One can overrely on a community for content creation, so don’t overdo it. Also, as a tool for recognition, participant involvement must be relevant and focused on a quality outcome versus quantity. Genuine recognition inspires better work and motivates participants to share future crowdsourced content more enthusiastically.

As you look at the social networks, communities, prospects, and customers that make up your brand’s ecosystem, think about

where you would start with crowdsourcing.

You may find not only that the effort helps your brand create content, but also that the exercise of involving your community results in added social engagement and search optimization assets.

Lee Odden is the CEO of Top­ Rank Online Marketing, a digital marketing and public relations firm specializing in strategic Internet marketing consulting, training, and implementation services, including online PR, SEM, and social media marketing. A veteran Internet marketer, Odden has consulted for clients such as HP, McKesson, Northwest Airlines, PRWeb, and the national PRSA. Odden conducts seminars for companies and regularly presents at Search Engine Strategies, WebmasterWorld Pubcon, OMMA, and the Media Relations Summit.

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