#OMS12

Online Marketing Summit 2011

Post Conference: Social Media Masters

The Schedule

With four tracks designed to meet the needs of beginner, intermediate, and expert-level practitioners, OMS educates attendees on topics unfamiliar to them, and deep-dives into topics they want to learn more about.

February 07: Pre-Conference Training & Certification

View detailed schedule for February 07

February 7	EIGHT Pre-Conference Training Workshops
Full Day Workshop	Essentials of Online Marketing This full-day workshop covers the fundamentals across all major areas of Online Marketing including: Website Strategy, Usability, Email Marketing, Search Marketing, Social Media, and Analytics. This program will provide a well rounded understanding of all aspects of online marketing and allow you to see the big picture. You will learn how various online marketing components work together, their foundational best practices and, most importantly, the fundamentals that will enable you to informed online marketing business decisions. This workshop is designed for the: Internet Specialist that wants a well rounded foundation of knowledge in all areas of online Executive that wants to grab hold of this emerging medium and skip the jargon Small Business Owner wanting to make better decisions on technology and marketing spend Marketer that is trying to bridge the gap to better knowledge for all thing Online Marketing Salesperson needing to better leverage the new toolsets and better position products and services
Full Day Workshop	Social Media \| Planning & Integration This full-day workshop teaches how to integrate Social Media into your online marketing mix and how to execute Social Media programs that build brand, drive leads and improve the bottom line. Not only will you learn the fundamental best practices on execution across Facebook, Twitter, LinkedIn, and Youtube, you will also learn how to properly measure success. Discover how to measure with site analytics (Google, Omniture...) and offsite monitoring (i.e. sentiment and activity on Twitter, Facebook..). Lastly, workshop students will walk away with a roadmap on how to properly plan for success in the social media world and properly build that into the entire marketing strategy This workshop is designed for the: Newly Appointed Social Media Specialist who's job now entails executing social media Account Manager at the Agency that wants to really grab hold of this emerging medium PR professional looking to take efforts for clients to the next level Marketer trying to take the basics of Social Media already known and apply them to revenue and brand building efforts. Business Professional (Sales, Exec, owner...) needing to better leverage the new toolsets and better position products and services
Full Day Workshop	Mobile Marketing \| Essentials for Successful Consumer Engagement 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. This workshop is designed for: Marketing strategy, creative and tactical specialists that want a well rounded foundation of knowledge in all areas of mobile so that they can deliver mobile-enabled solutions to their clients Executives that want to grab hold of this emerging medium, skip the jargon and prepare their teams for success with mobile consumer engagement Marketers that are looking to bridge the gap between digital and traditional media Salespersons needing to better leverage the new tools sets out here and/or grasp the new medium to better position products and services
Morning Workshop	Email Marketing 2.0 \| Next Generation Advanced Strategies & Integration This half-day morning workshop covers the foundational best practices for Email Marketing as well as advanced integration strategies on how to leverage email across all areas of your online efforts including landing pages, search marketing, social media, and analytics. This workshop will offer a well rounded understanding of what works, what doesn't and how to apply best practices to your every day efforts. This workshop is designed for the any marketing, business or email professional wanting create an effective email strategy for 2011 and beyond.
Morning Workshop	SEO 2.0 \| Next Generation Advanced Strategies & Social Linking This half day morning training offers a "deep dive" into the advanced SEO tactics. You will learn how to improve content, linking, meta-focused efforts and overall site optimization. In addition, SEO 2.0 will delve into social media and how to better leverage user generated content (UCG), blog comments, linking in forums, and other areas that will provide the fresh and unique content and connections so critical to gaining a competitive edge in Search. This workshop is designed for the any marketing, business or search marketing professional looking to push results beyond those earned by basic search marketing approaches.
Afternoon Workshop	Demand Generation \| Best Practices & Marketing Automation Strategies This half day afternoon training will teach you the ins and outs of demand generation and the overarching concept of marketing automation. No lead generation campaign is maximizing assets unless a solid demand generation strategy is in place. Learn about lead scoring, automated triggers and the efficiencies you cna gain from building targeted real-time campaigns. This workshop is designed for the any marketing, business or sales professional wanting to drive better online marketing conversion results and create demand generation strategy for 2011 and beyond.
Afternoon Workshop	Web Analytics \| Best Practices & Creating Actionable Reporting This half-day afternnon training will take your current analytics knowledge and improve it. From diving into segmentation and persona based measurement tactics to developing a set of Key Performance Indicators that you and your boss can make actionable decisions from, you will come out of this session with the knowledge to create handful of actionable new reports to implement the following week. This workshop is designed for the any marketing, business or analytics professional looking to evolve their basic analytics and measurement efforts into a more actionable plan.
Afternoon Workshop	Content Marketing \| A Strategy For The Social Web This half-day workshop is designed to educate and empower you to develop your Content Marketing Strategy for the Social Web. We focus on the REAL world of the social web - and getting beyond the buzz and into reality. This workshop is designed for: The Executive that wants to understand how to use thought leadership and organic content to drive marketing results. The Online Marketer that needs to establish a social web content governance process that leverages content distribution and measurement across different channels. The Brand Manager who is looking to establish their organization as a thought-leader in their industry Social Media Specialist who is looking for a strategy and process for “managing” the social web conversation.

February 08: OMS Day 1

View detailed schedule for February 08

Time	Lead Generation & eCommerce	Website Optimization & Measurement	Social Media & Emerging Trends	Integrated Marketing & Strategy
7:30AM	Registration
8:30AM	Keynote: Social Media Heavyweights on What it Takes to Be Socialized Wondering what it takes to go viral?? How to have your product be the big hit on Facebook, LinkedIn and Twitter ? In this moderated session you will hear from leading expert, Mario Sundar on what it takes. Mario Sundar, Sr. Social Media Manager & Chief Blogger, LinkedIn Aaron Kahlow, CEO, Online Marketing Connect
9:30AM	Coffee Break Vendor Showcase Tutorials
9:55AM	Search Marketing (B2B/B2C) SEO vs. Paid Search: Balancing the two to raise the total tide The acceptance of search in the marketplace is now common – the vast majority of companies have programs and vendors, some have brought on in-house resources, and it’s rare to see a company not utilizing the medium. As marketing managers its easy rest on our laurels and believe that the industry is fully realized. But is it? Hear from both natural and paid search experts as they discuss innovation in the discipline, both operationally and tactically, and provide guidance on where opportunity exists for companies to expand their search reach and bring additional return to the bottom line. Moderator: Jeffrey Pruitt, Founder & CEO, Tallwave Rand Fishkin, CEO, SEOmoz.org Chris Boggs, Director, Search Engine Optimization, Rosetta Jamie Smith, CEO, Engine Ready, Inc. Alex Cohen, Sr. Marketing Manager, ClickEquations	Conversion (B2B/B2C) All Online Interactions Are Social Interactions People expect their interactions with technology to act a lot like their interactions with other people. Learn how to engineer engaging online interactions by understanding how people expect engagement to be initiated, when to stop "talking", how to keep the conversation going, when is too soon to ask for personal info., what people expect for response times and more. Susan Weinschenk, Ph.D., Chief of UX Strategy, Americas Human Factors International	Social Media (B2C) Web 3.0-the Wave that Follows Social: the marketing app adoption Web 3.0 is here. Gain insights into building a strategy that supports the marketing app adoption, understand the shift to marketing using applications, and how that will change marketing. Dave Wieneke, Director of Digital Marketing, Sokolove Law	Social Media/Local/Content/Lead Nurturing (B2B/B2C) Reinvest: Marketing & Sales This session explores insights and findings on the last few years of social business and digital marketing, and then sets out a few potential roadmaps for 2011. Covering the rise of local and location-based strategies, the continued push into mobile devices (beyond the phones and into tablets), content marketing and lead nurturing, the integration of real-time marketing into other digital channels, improved email marketing techniques and enhancements, emerging trends in analytics and measurement, and an exploration of your next marketing hire: the data/tech specialist. 2011 is a big year. Are you ready? Chris Brogan, President & CEO, Human Business Works, Best selling Author, Trust Agents
11:00AM	Demand Generation (B2B) The Key Elements of a Successful, Modern Demand Generation Plan Learn how to craft an effective Demand Generation strategy using the key elements of people, process and technology with the end game of making a revenue impact. Adam B. Needles, VP of Demand Generation Strategy, Left Brain DGA	Analytics (B2B) Integrating Web Analytics & CRM Web Analytics is great at helping B2B companies see what happens before a visitor becomes a lead. CRM systems are great at knowing what happens before a lead becomes a customer. Find out what happens when your sales team can connect the dots between these two systems. This session will detail how Web Analytics and CRM systems can be integrated to move marketing analytics from the server room to the Board Room where data is increasingly viewed as a strategic part of business initiatives instead of a reporting afterthought. Adam Greco, Senior Partner, Web Analytics Demystified, Inc.	Social Media/WOM (B2C) WOM: Practices & Precautions Learn from leading brand giants how to successfully develop, implement and measure WOM campaigns. You will hear first hand tips and tactics to get started and key learnings for ongoing prosperity. Moderator: Gary Spangler, eMarketing Manager, DuPont Rod Brooks, VP and CMO, PEMCO Mutual Life Insurance Co. and WOMMA President 2011 David Witt, Senior Manager Brand Public Relations, General Mills and WOMMA President-Elect 2012 Heather Oldani, Director of U.S. Communications, McDonalds	Content/PR (B2B/B2C) Will It Blend-The Convergence of Marketing & Public Relations Content today is opportunity and currency. The challenge we now face is to break down barriers and silos in the corporate world. Learn tips on how to distribute content to reach audiences more effectively, more targeted, and through multiple channels? Michael Pranikoff, Director of Emerging Media, PR Newswire (Washington, DC)
12:00PM	Lunch Keynote: How Marketo Reached 850 Customers in Less Than 3 Years With more than 850 new customers in less than 3 years, Marketo is growing as fast (or faster) as Salesforce, Success Factors, or Omniture -- but at half the investment. Join Jon Miller, co-founder of Marketo, as he shares a hand-on case study about how the company has unlocked growth and sales productivity by embracing Customer 2.0, content marketing, and marketing automation. You will leave with an understanding of which marketing programs work best today, and which behaviors really indicate a prospect is ready to buy, in addition to tips and tricks for forecasting and proving marketing's impact on revenue, and how to implement a lead nurturing and lead scoring at your organization. Jon Miller, VP of Marketing & Co-Founder, Marketo
1:10PM	Social Media (B2B/B2C) Using Social Media Marketing to Drive New Customer Acquisition Learn innovative ways companies are using social media channels to reach new customers at critical moments when these prospects are online and searching for answers and solutions. Chris Baggott, Co-Founder & CEO, Compedium	Content Marketing (B2B/B2C) The 5 Principles of Conversion Content Marketing Learn how to apply conversion rate optimization best practices to your existing content marketing pieces to create more seducible moments to nudge a consumer toward your funnel. Scott Brinker, Co-Founder, President & CTO, ion interactive	Email/Search/ Social Media (B2C) Rethink it ALL The iPad is just one of the many tablet based devices that will enter over 200MM consumer homes in the next 18 months. Already tablet users have traded in over 3 hours a week of traditional TV and print media time in favor of iPad interaction. From email to search, social to strategy, every single thing you knew about marketing and advertising is about to be put to the test. Hear what impacts and trends have already arisen, and changes to come. Cheryl Goodman, Director, Global Marketing, Qualcomm MEMS Technologies, Inc.	SEO, Usability, Analytics (B2B/B2C) Integrated Disciplines: Using SEO, Usability and Analytics for Amazing Results By developing usability and analytics skills alongside SEO, a marketer can effectively evaluate and develop reports with data to show the reasoning behind their decisions and recommendations. Matthew Bailey, President, SiteLogic, Inc.
2:15PM	Afternoon Break Vendor Showcase Tutorials
2:40PM	Demand Generation (B2B) The Role of Marketing Has Changed Forever: The impact of new technologies on buyer behavior Join us for this panel as we delve into the new technologies such as mobile, marketing automation and social media and discuss what’s working, how or what’s not working. In addition, this panel will focus on what all this means to the prospect and how this is changing the role of marketing. Moderator: Pelin Wood Thorogood, Principal, Schulman+Thorogood Group Kim Albee, President, Genoo, LLC Jen Brady, CEO & President, Fred & Associates James Rogers, VP Marketing, Hoovers	Analytics (B2B) The Future of Marketing: Cisco on "ICE"-Insight-base Consumer Engagement As marketing professionals we are in the midst of an industry revolution based on 3 tenets, 1) the internet, (web in particular) has become the primary communications platform of our time 2) when using this platform, we (including our customers) leave behind a rich digital footprint 3) this footprint is easily mined for insights that can lead to accelerated, deeper engagements with customers & prospects As marketers, we are faced with the most significant opportunity for progress in the history of our industry. How do we best take advantage of this opportunity? Learn of Cisco’s method for predicting a company’s likelihood to purchase…and when intent is identified how Cisco plans to use it to influence online and offline sales and marketing tactics. Michael Metz, Sr. Director of Web Marketing & Strategy, Cisco Amanda Kahlow, Director Customer Intelligence, Business Online	Social Media (B2C) Facebook Apps: Beyond the Status Update Explore how custom Facebook applications have a higher propensity to drive traffic from Facebook to desired web properties (i.e. your website), how customization leads to higher tab views (compared to the wall) and how a new class of applications that enable comments and sharing can be tracked against "out-of-the-box" Facebook functionality to demonstrate value and visitor satisfaction. Jason Cormier, Co-Founder, Room 214, Inc.	Demand Generation (B2B) High-Impact Webinar Demand Generation: Get the right eyeballs, and lots of them to your webinar Learn best practices for driving the right audience, through the right messaging to your webinars. See step-by-step how to increase event registration and retention to make your webinars greater lead gen tools. Bret Smith, Co-Principal & Master Audience Recruiter, WebAttract, LLC Mike Agron, Co-Founder & Executive Webinar Producer, WebAttract, LLC
3:45PM	Analytics (B2C) Leveraging Analytics to Achieve One-to-One Merchandising Learn how Motorcycle Superstore is a pioneer amongst ecommerce retailers in their ability to create one-to-one merchandising opportunities in multiple locations throughout the conversion process. You'll hear the strategy they deploy and methods to remarket products viewed and abandoned in the shopping cart, content syndication for dynamic, data-driven merchandising capabilities and overall behavioral based recommendations for onsite, email and display ad merchandising. Erick Barney, VP of Marketing, Motorcycle Superstore	Usability/Social Media (B2B) How User Experience & SEO Work Together SEO and User Experience are often thought of as being at odds with one another. But in reality, especially with the recent developments of 2010, they have never been more intertwined. We will explain why, and give you some cutting edge tactics that will help you optimize your online presence from a SEO and Usability perspective at the same time. Ray "Catfish" Comstock, Director of SEO, BusinessOnLine Thanh Nguyen, Sr. Website Usability Analyst, BusinessOnline	Mobile (B2C) Let's Get Moving: Media in the Mobile Era Mobile interactivity is NOT just the Web without wires. It’s a new world of content, services, and consumer experiences, and if you thought the PC-based Web changed the world, you haven’t seen anything yet. What’s working? What’s coming? This expert panel of members of the Interactive Advertising Bureau’s Mobile Committee will fill you in. Moderator: Joe Laszlo, Director of Research, IAB Todd Pasternack, Manager, Creative Technology Group, PointRoll Mack McKelvey, SVP of Marketing, Millennial Media Cheryl Lucanegro, SVP of Ad Sales, Pandora Media, Inc. Philippe Browning, VP, Advertising and Operations, CBS Interactive/CBS Mobile	CRM/Search/ Social (B2B) Jigsaw: A B2B Integrated Market Success Story Hear from one of Jigsaw's co-founders on how they launched and grew their company through numerous integrated marketing campaigns and what they learned along the way. From a YouTube video shot on Haight Street to other more traditional messaging tactics no channel has been left unexplored. Garth Moulton, Sr. Director of Community & Co-Founder, Jigsaw, a Salesforce.com company
4:50PM	Keynote Panel: Big Brands in the Hot Seat OMS is known for its "big brands" panel so what better way to kick off the event. Join us to get the inside scoop on how the world's biggest brands are driving success on the web. There will be ample opportunity to get your questions answered. • Moderator: Aaron Kahlow, CEO, Online Marketing Connect • Ekaterina Walter, Social Media Strategist, Intel Corporation • Lauren Vaccarello, Search Engine Marketing Manager, Salesforce.com • LaSandra Brill, Sr. Manager of Global Social Media, Cisco Systems • Adrian Olvera, Manager, Global SMB Marketing, Dell • John Lustyan, Business Development Manager, The Walt Disney Company
5:30PM	OMC Cocktail Reception - Sponsored by Compete If OMS is known for anything beyond its education standards, it’s how to have some fun. Join your marketing peers as the sun sets over Downtown San Diego for Margaritas, Mojitos, Martini’s (beer and wine too). Guaranteed enjoyment or money back!
7:30PM	Exclusive Peer Networking Dinner Enjoy a fully catered four-star dinner amongst your peers. This will be your first opportunity to be matched with relevant peers (by industry and job title) and will offer you the unique chance to forge new meaningful relationships of learning and collaboration. This event is open only for attendees who registered for this special dinner event.

Time

Lead Generation & eCommerce

Website Optimization & Measurement

Social Media & Emerging Trends

Integrated Marketing & Strategy

7:30AM

Registration

8:30AM

Keynote: Social Media Heavyweights on What it Takes to Be Socialized

Wondering what it takes to go viral?? How to have your product be the big hit on Facebook, LinkedIn and Twitter ? In this moderated session you will hear from leading expert, Mario Sundar on what it takes.

Mario Sundar, Sr. Social Media Manager & Chief Blogger, LinkedIn
Aaron Kahlow, CEO, Online Marketing Connect

9:30AM

Coffee Break

Vendor Showcase Tutorials

9:55AM

Search Marketing (B2B/B2C)

SEO vs. Paid Search: Balancing the two to raise the total tide

The acceptance of search in the marketplace is now common – the vast majority of companies have programs and vendors, some have brought on in-house resources, and it’s rare to see a company not utilizing the medium. As marketing managers its easy rest on our laurels and believe that the industry is fully realized. But is it? Hear from both natural and paid search experts as they discuss innovation in the discipline, both operationally and tactically, and provide guidance on where opportunity exists for companies to expand their search reach and bring additional return to the bottom line.

Moderator: Jeffrey Pruitt, Founder & CEO, Tallwave
Rand Fishkin, CEO, SEOmoz.org
Chris Boggs, Director, Search Engine Optimization, Rosetta
Jamie Smith, CEO, Engine Ready, Inc.
Alex Cohen, Sr. Marketing Manager, ClickEquations

Conversion (B2B/B2C)

All Online Interactions Are Social Interactions

People expect their interactions with technology to act a lot like their interactions with other people. Learn how to engineer engaging online interactions by understanding how people expect engagement to be initiated, when to stop "talking", how to keep the conversation going, when is too soon to ask for personal info., what people expect for response times and more.

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

Social Media (B2C)

Web 3.0-the Wave that Follows Social: the marketing app adoption

Web 3.0 is here. Gain insights into building a strategy that supports the marketing app adoption, understand the shift to marketing using applications, and how that will change marketing.

Dave Wieneke, Director of Digital Marketing, Sokolove Law

Social Media/Local/Content/Lead Nurturing (B2B/B2C)

Reinvest: Marketing & Sales

This session explores insights and findings on the last few years of social business and digital marketing, and then sets out a few potential roadmaps for 2011. Covering the rise of local and location-based strategies, the continued push into mobile devices (beyond the phones and into tablets), content marketing and lead nurturing, the integration of real-time marketing into other digital channels, improved email marketing techniques and enhancements, emerging trends in analytics and measurement, and an exploration of your next marketing hire: the data/tech specialist. 2011 is a big year. Are you ready?

Chris Brogan, President & CEO, Human Business Works, Best selling Author, Trust Agents

11:00AM

Demand Generation (B2B)

The Key Elements of a Successful, Modern Demand Generation Plan

Learn how to craft an effective Demand Generation strategy using the key elements of people, process and technology with the end game of making a revenue impact.

Adam B. Needles, VP of Demand Generation Strategy, Left Brain DGA

Analytics (B2B)

Integrating Web Analytics & CRM

Web Analytics is great at helping B2B companies see what happens before a visitor becomes a lead. CRM systems are great at knowing what happens before a lead becomes a customer. Find out what happens when your sales team can connect the dots between these two systems. This session will detail how Web Analytics and CRM systems can be integrated to move marketing analytics from the server room to the Board Room where data is increasingly viewed as a strategic part of business initiatives instead of a reporting afterthought.

Adam Greco, Senior Partner, Web Analytics Demystified, Inc.

Social Media/WOM (B2C)

WOM: Practices & Precautions

Learn from leading brand giants how to successfully develop, implement and measure WOM campaigns. You will hear first hand tips and tactics to get started and key learnings for ongoing prosperity.

Moderator: Gary Spangler, eMarketing Manager, DuPont
Rod Brooks, VP and CMO, PEMCO Mutual Life Insurance Co. and WOMMA President
2011
David Witt, Senior Manager Brand Public Relations, General Mills and WOMMA
President-Elect 2012
Heather Oldani, Director of U.S. Communications, McDonalds

Content/PR (B2B/B2C)

Will It Blend-The Convergence of Marketing & Public Relations

Content today is opportunity and currency. The challenge we now face is to break down barriers and silos in the corporate world. Learn tips on how to distribute content to reach audiences more effectively, more targeted, and through multiple channels?

Michael Pranikoff, Director of Emerging Media, PR Newswire (Washington, DC)

12:00PM

Lunch Keynote: How Marketo Reached 850 Customers in Less Than 3 Years

With more than 850 new customers in less than 3 years, Marketo is growing as fast (or faster) as Salesforce, Success Factors, or Omniture -- but at half the investment. Join Jon Miller, co-founder of Marketo, as he shares a hand-on case study about how the company has unlocked growth and sales productivity by embracing Customer 2.0, content marketing, and marketing automation.

You will leave with an understanding of which marketing programs work best today, and which behaviors really indicate a prospect is ready to buy, in addition to tips and tricks for forecasting and proving marketing's impact on revenue, and how to implement a lead nurturing and lead scoring at your organization.

Jon Miller, VP of Marketing & Co-Founder, Marketo

1:10PM

Social Media (B2B/B2C)

Using Social Media Marketing to Drive New Customer Acquisition

Learn innovative ways companies are using social media channels to reach new customers at critical moments when these prospects are online and searching for answers and solutions.

Chris Baggott, Co-Founder & CEO, Compedium

Content Marketing (B2B/B2C)

The 5 Principles of Conversion Content Marketing

Learn how to apply conversion rate optimization best practices to your existing content marketing pieces to create more seducible moments to nudge a consumer toward your funnel.

Scott Brinker, Co-Founder, President & CTO, ion interactive

Email/Search/
Social Media (B2C)

Rethink it ALL

The iPad is just one of the many tablet based devices that will enter over 200MM consumer homes in the next 18 months. Already tablet users have traded in over 3 hours a week of traditional TV and print media time in favor of iPad interaction. From email to search, social to strategy, every single thing you knew about marketing and advertising is about to be put to the test. Hear what impacts and trends have already arisen, and changes to come.

Cheryl Goodman, Director, Global Marketing, Qualcomm MEMS Technologies, Inc.

SEO, Usability, Analytics (B2B/B2C)

Integrated Disciplines: Using SEO, Usability and Analytics for Amazing Results

By developing usability and analytics skills alongside SEO, a marketer can effectively evaluate and develop reports with data to show the reasoning
behind their decisions and recommendations.

Matthew Bailey, President, SiteLogic, Inc.

2:15PM

Afternoon Break

Vendor Showcase Tutorials

2:40PM

Demand Generation (B2B)

The Role of Marketing Has Changed Forever: The impact of new technologies on buyer behavior

Join us for this panel as we delve into the new technologies such as mobile, marketing automation and social media and discuss what’s working, how or what’s not working. In addition, this panel will focus on what all this means to the prospect and how this is changing the role of marketing.

Moderator: Pelin Wood Thorogood, Principal, Schulman+Thorogood Group
Kim Albee, President, Genoo, LLC
Jen Brady, CEO & President, Fred & Associates
James Rogers, VP Marketing, Hoovers

Analytics (B2B)

The Future of Marketing: Cisco on "ICE"-Insight-base Consumer Engagement

As marketing professionals we are in the midst of an industry revolution based on 3 tenets, 1) the internet, (web in particular) has become the primary communications platform of our time 2) when using this platform, we (including our customers) leave behind a rich digital footprint 3) this footprint is easily mined for insights that can lead to accelerated, deeper engagements with customers & prospects

As marketers, we are faced with the most significant opportunity for progress in the history of our industry. How do we best take advantage of this opportunity?

Learn of Cisco’s method for predicting a company’s likelihood to purchase…and when intent is identified how Cisco plans to use it to influence online and offline sales and marketing tactics.

Michael Metz, Sr. Director of Web Marketing & Strategy, Cisco
Amanda Kahlow, Director Customer Intelligence, Business Online

Social Media (B2C)

Facebook Apps: Beyond the Status Update

Explore how custom Facebook applications have a higher propensity to drive traffic from Facebook to desired web properties (i.e. your website), how customization leads to higher tab views (compared to the wall) and how a new class of applications that enable comments and sharing can be tracked against "out-of-the-box" Facebook functionality to demonstrate value and visitor satisfaction.

Jason Cormier, Co-Founder, Room 214, Inc.

Demand Generation (B2B)

High-Impact Webinar Demand Generation: Get the right eyeballs, and lots of them to your webinar

Learn best practices for driving the right audience, through the right messaging to your webinars. See step-by-step how to increase event registration and retention to make your webinars greater lead gen tools.

Bret Smith, Co-Principal & Master Audience Recruiter, WebAttract, LLC
Mike Agron, Co-Founder & Executive Webinar Producer, WebAttract, LLC

3:45PM

Analytics (B2C)

Leveraging Analytics to Achieve One-to-One Merchandising

Learn how Motorcycle Superstore is a pioneer amongst ecommerce retailers in their ability to create one-to-one merchandising opportunities in multiple locations throughout the conversion process. You'll hear the strategy they deploy and methods to remarket products viewed and abandoned in the shopping cart, content syndication for dynamic, data-driven merchandising capabilities and overall behavioral based recommendations for onsite, email and display ad merchandising.

Erick Barney, VP of Marketing, Motorcycle Superstore

Usability/Social Media (B2B)

How User Experience & SEO Work Together

SEO and User Experience are often thought of as being at odds with one another. But in reality, especially with the recent developments of 2010, they have never been more intertwined. We will explain why, and give you some cutting edge tactics that will help you optimize your online presence from a SEO and Usability perspective at the same time.

Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
Thanh Nguyen, Sr. Website Usability Analyst, BusinessOnline

Mobile (B2C)

Let's Get Moving: Media in the Mobile Era

Mobile interactivity is NOT just the Web without wires. It’s a new world of content, services, and consumer experiences, and if you thought the PC-based Web changed the world, you haven’t seen anything yet. What’s working? What’s coming? This expert panel of members of the Interactive Advertising Bureau’s Mobile Committee will fill you in.

Moderator: Joe Laszlo, Director of Research, IAB
Todd Pasternack, Manager, Creative Technology Group, PointRoll
Mack McKelvey, SVP of Marketing, Millennial Media
Cheryl Lucanegro, SVP of Ad Sales, Pandora Media, Inc.
Philippe Browning, VP, Advertising and Operations, CBS Interactive/CBS Mobile

CRM/Search/
Social (B2B)

Jigsaw: A B2B Integrated Market Success Story

Hear from one of Jigsaw's co-founders on how they launched and grew their company through numerous integrated marketing campaigns and what they learned along the way. From a YouTube video shot on Haight Street to other more traditional messaging tactics no channel has been left unexplored.

Garth Moulton, Sr. Director of Community & Co-Founder, Jigsaw, a Salesforce.com company

4:50PM

Keynote Panel: Big Brands in the Hot Seat

OMS is known for its "big brands" panel so what better way to kick off the event. Join us to get the inside scoop on how the world's biggest brands are driving success on the web. There will be ample opportunity to get your questions answered.

    •   Moderator: Aaron Kahlow, CEO, Online Marketing Connect
   •   Ekaterina Walter, Social Media Strategist, Intel Corporation
   •   Lauren Vaccarello, Search Engine Marketing Manager, Salesforce.com
   •   LaSandra Brill, Sr. Manager of Global Social Media, Cisco Systems
   •   Adrian Olvera, Manager, Global SMB Marketing, Dell
   •   John Lustyan, Business Development Manager, The Walt Disney Company

5:30PM

OMC Cocktail Reception - Sponsored by Compete

If OMS is known for anything beyond its education standards, it’s how to have some fun. Join your marketing peers as the sun sets over Downtown San Diego for Margaritas, Mojitos, Martini’s (beer and wine too). Guaranteed enjoyment or money back!

7:30PM

Exclusive Peer Networking Dinner

Enjoy a fully catered four-star dinner amongst your peers. This will be your first opportunity to be matched with relevant peers (by industry and job title) and will offer you the unique chance to forge new meaningful relationships of learning and collaboration.

This event is open only for attendees who registered for this special dinner event.

February 09: OMS Day 2

View detailed schedule for February 09

Time	Lead Generation & eCommerce	Website Optimization & Measurement	Social Media & Emerging Trends	Integrated Marketing & Strategy
8:15AM	Keynote: The Now Revolution: Transforming Your Business with Speed, Smarts & Social Media In a rare opportunity you'll get to hear from both authors together on how technology and social media have changed business forever and what you can do to mount these challenges. Hear expert advice on how to strip away silos, overgrown business process, and friction in communication and understand why it is paramount to hire and empower a new type of employee who is adept at pattern recognition, human relations, and immediate analysis. This presentation will outline the profile of a nimble, adaptive business that can respond to immediate threats, and capitalize on these real-time opportunities. Jay Baer, Founder, Convince & Convert/Co-Author, The Now Revolution: Transforming Your Business with Speed, Smarts & Social Media Amber Naslund, VP of Social Media Strategies, Radian6/Co-Author, The Now Revolution: Transforming Your Business with Speed, Smarts & Social Media
9:15AM	Coffee Break Vendor Showcase Tutorials
9:30AM	Social Media (B2C) Local Social: Turning Customers Into Brand Evangelists Staying on top of customer comments, reviews and ratings in the new local social sphere is now an essential element of any online marketing and enlightened customer service strategy. Learn how to leverage the most popular local social platforms to transform everyday customers into lifelong evangelists. Kent Lewis, President, Anvil Media, Inc.	Analytics (B2B/B2C) Dashboards, Tools & New Metrics-2011 Outlook As businesses move away from social media and towards social business understanding the impact thru reliable metrics is a huge opportunity on tap for 2011. Hear from the experts on what lies ahead, what the dashboard of 2011 is comprised of and what tools to use. Kate O'Neill, CEO & Founding Partner, [meta] marketer Adam Proehl, Partner, NordicClick Interactive Aaron Maass, Managing Director, Maass Media, LLC Josh Manion, CEO, ensighten	Social Media/Mobile (B2C) The Geo-Local Tipping Point: Foursquare, Yelp, Gowalla-Maximizing the Check-In 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. Mike Lewis, VP, Marketing, Awareness Networks	Demand Generation (B2B) Pulling the Right Levers to Drive Revenue: How Taleo Uses Revenue Performance Management to Grow its Business Learn how to drive revenue most efficiently and without an extended team. This session will focus on Taleo's own successes and the three key steps paramount to driving revenue with your demand generation programs. It’s not always easy, but it is possible if you follow these steps. Tom Svec, Marketing Operations, Taleo Doug Sechrist, VP, Demand Generation, Eloqua
10:30AM	Affiliate (B2C) How to Build an Effective Affiliate Program Empowering affiliates to promote your product or service is the quickest way to permeate the web with your brand while only paying for the real sales and leads that come your way. This session will provide the knowledge and tools you need to not only get an affiliate program up and running but experience real success. Lucas Brown, CEO, HasOffers	Conversion (B2B/B2C) Decoding Customer Behavior Online The ultimate measure of customer experience has been the face-to-face conversation. What do you do when your customer prefers being online? This session provides insight into the nature of human behavior online drawing from scientific study to help in your overall website optimization efforts. Patrick Bultema, CEO, CodeBaby	Social/Email (B2B/B2C) Email: Dawn of a New Age It’s been quite a year in online marketing and email marketers will surely feel the implications in 2011 as social continues to explode alongside it the multichannel inbox, mobile’s establishment as a platform and then all things local. Hear from leading industry experts how to best position your email marketing for things to come. Moderated by: Karen Talavera, Founder & Principal, Synchronicity Marketing Matthew Pham, Associate Creative Director, Responsys Laurie Beasley, President, Beasley Direct Marketing, Inc. Barry Berkowitz, VP, Digital Marketing Solutions, Yesmail Ryan Phelan, VP, Strategic Services, BlueHornet	Integrated Marketing (B2C) The ATP World Tour: How to Ace Community and Drive Revenue Learn how The ATPWorldTour.com, an online destination for tennis fans and professionals optimized their web experience well beyond their site to other digital channels including email, mobile and social media to see increased customer acquisition and retention. John Phillips, SVP of Digital Marketing, The ATP Erick Mott, VP of Community, Sitecore.NET
11:30AM	Affiliate (B2C) Secrets to Performance-Based Advertising Hear from affiliate industry experts on the secrets to great offer campaigns. From designing an offer to landing page CRO to finding relevant traffic, find out what might be missing from your affiliate marketing efforts. Moderator: Peter Hamilton, VP, Marketing, HasOffers Greg Shepard, CEO, AffiliateTraction.com Martin Tobias, CEO, Tippr Oliver Roup, CEO, Viglink	SEO (B2B/B2C) Improving SEO Conversions Understanding Language -Related Ranking Factors Take a deeper look into how keywords and the 'neighborhood' of words related to the topic can affect a page's ability to rank. The more you understand about this subject, the better armed you will be to write copy that appeals to readers, linkerati, and search bots alike. Gillian Muessig, President, SEOmoz.org	Social Media (B2B/B2C) The Open Graph: Socializing the Web, Beyond Facebook.com (And What you NEED to Know) When Facebook Open Graph was first announced, brands jumped at the opportunity to throw Like buttons on their sites--most of them, without really understanding the full functionality and potential of these social plugins. "Like" buttons have been implemented on over 2 million websites. Learn what makes Open Graph so powerful, what it means for your brand, website and social presence, how you get your organization to rally and what the possibilities are of tying social efforts off-Facebook with on-Facebook initiatives. Marc Blinder, Chief Creative Strategist, Context Optional	Demand Gen(B2B) B2B Marketing Best Practices that Need to Die Demandbase interviewed CMOs, CTOs and even CEOs from the top B2B brands and agencies with one simple question: "Which B2B marketing best practices need to die?" This session will reveal their answers and take a deeper (and more educational) dive into how you can breathe new life into your marketing by leaving behind last year's best practices. Christopher Harmon. Founder & Principal, theBATstudio Greg Ott, CMO, Demandbase
12:30PM	Lunch Keynote: Marketing Lessons From the Grateful Dead Cultural icon and American jam band, the Grateful Dead, adopted a controversial role in the music industry: Their business model was built on live concerts rather than album sales. As they nurtured an active and collaborative community, the Dead pioneered many social media and inbound marketing concepts that can be applied to businesses across all industries. Now, businesses can learn from what they do to generate sales and create community around their brands using inbound marketing. Based on his new book, Marketing Lessons From the Grateful Dead attendees will learn how to create a self-perpetuating marketing engine for their business utilizing social media marketing, content creation and thought leadership to attract passionate fans who will spread their ideas just like deadheads do for the Grateful Dead. Brian Halligan, Founder & CEO, HubSpot
1:45PM	Online Advertising (B2C) How Retargeting Helps You Reach Suspects & Prospects & Drive Results Learn how to connect with users outside of your website based on past interactions. Hear 7 tips on how to cost effectively extend your reach and drive significant results. Bill Leake, CEO, Apogee Results Michelle Fitzgerald, Marketing & Business Strategy Consultant Ingrid Sanders, Managing Director, Digital Strategy & Partnerships, TARGUSinfo AdAdvisor	Website Strategy (B2B) How Honeywell United to Create an Optimized Brand Experience Learn how Honeywell cut through the red tape of guessing and found what their users, stakeholders, and internal team members were ultimately asking for prior to website implementation. This process will seek to educate all attendees on proven ways to unify stakeholders, unify executives, and meet business objectives all the while achieving common goals. Brian Chapman, Director of eBusiness Programs, Honeywell Process Solutions Jegan Chen, Senior User Experience Strategist, BusinessOnline	Social Media/Online Advertising (B2C) Practical Tips for Using YouTube to Make the Cash Register Ring YouTube's ecommerce platform has expanded and many unlikely advertisers are seeing huge results through this channel. Learn how to leverage YouTube's call-to-action overlays and drive traffic to your own web site and landing pages. Greg Jarboe, Author, YouTube and Video Marketing: An Hour a Day	Content/Loyalty/Social (B2C/B2B) Integrating Offline with Online Through real-life examples and both successes and failures learn how you can integrate your offline marketing efforts with your online strategies. Moderator: Arnie Kuenn, President, Vertical Measures Tony Royce, Global Brand Manager, Sony Online Entertainment Erik Harbison, Sr. Director, Interactive Marketing TrueAction Maura Ginty, Sr. Manager, Search & Social Media Strategy, AutoDesk
2:45PM	Break Vendor Showcase Tutorials
3:00PM	Analytics (B2B/B2C) Attribution & ROI Measurement: New Imperatives for Online Marketing While it is commonly understood that display and social media create demand at the top of the funnel, its impact is less understood. Learn how to see beyond the last click to measure the impact of display, search, email and social media. Steve Latham, Founder, Encore Media Metrics Adam Goldberg, Co-Founder & Chief Innovation Officer, ClearSaleing	Conversion (B2B/B2C) Conversion Testing Best Practices Marketers are beginning to understand the value of testing but still so few are doing so. This session will focus on building a testing environment within your org (beyond simply purchasing the platform) and best practices for the tests you will run. Moderator: Allison Hartsoe, VP Analytics, Semphonic Brooks Bell, Founder & CEO, Brook Bell Interactive Eric J. Hansen, Founder & CEO, SiteSpect, Inc.	Mobile (B2C) Mobile Marketing with QR Codes Learn how to integrate QR (quick response) codes into your overall marketing. You will learn through examples from leading brands such as Calvin Klein, Fox and GAP how to use QR code promotions to make an impact on your bottom line. Sandy Williams, President & Strategic Marketing Leader, Strategic Marketing Innovators	Online Advertising (B2C) Tips, Tricks & Pitfalls to Avoid in Your Retargeting Efforts As the number of online retailers using retargeting is expected to increase from less than 50% in 2010 to nearly 95% in 2011, the ability to avoid several key pitfalls and overcome the challenges related to appropriately attributing revenue and calculating lift (return) associated with retargeting efforts is essential. J. Rhett Frandsen, VP Sales & Network Development, mediaFORGE
4:00PM	Social/Email/Online Advertising (B2B/B2C) Compliance-Beyond CAN-SPAM Consumers are overwrought with privacy concerns and Capitol Hill is responding. New legislation such as Do Not Track set for vote on January 31^st is taking root. Already Google, Microsoft and Yahoo! have adopted these new measures. This panel features legal perspective, and technology perspective as well as first hand account of how non-compliance is negatively impacting the brand marketer. Dennis Dayman, Chief Privacy Officer, Eloqua Michael Signorelli, Esq., Associate, Venable LLP Tom Chernaik, Principal, Cmp.ly	Conversion (B2B/B2C) How to Build Instant Trust Online: The Four Pillars Websites and landing pages face very real trust issues - they are a scary and uncertain unknown to most visitors. Before people will act or transact, their concerns and anxieties must be alleviated. But how can you do this online when you only have seconds to establish trust? Learn how to smooth the way to your online conversion goals. Tim Ash, Author, Landing Page Optimization & CEO, SiteTuners.com	Social (B2B/B2C) Keeping Pace with Social Media It’s no small feat keeping abreast of just one social media platform’s changes-aka Facebook but how do you maintain all programs across all channels? Leading Social Media experts weigh in… Hallie Janssen, Vice President, Anvil Media, Inc. Allie Herzog, Founder, integratePR Sundeep Kapur, Evangelist, EmailYogi.com Al Maag, Chief Communications Officer, Avnet	Local/Mobile/Social (B2B/B2C) The Local/Mobile/Social Convergence & What It Means to Your Business Location, location, location. All predictions regarding one’s own backyard are up and Facebook, Twitter, Google and mobile are key gamechangers in this movement. Hear from leading experts on what you need to do to localize before it’s too late. Moderator: Brett Tabke, CEO & Founder, WebmasterWorld Inc. Steve Yeich, CEO, Relevant Ads Michael DeHaven, SEO Product Manager, BazaarVoice Mike Belasco, President, SEOverflow Jordan Glazier, CEO, Eventful Jeremy Rueb, VP, Program Development, IDG Strategic Marketing Services
4:45PM	Keynote Panel: Leveraging Emerging Trends Hear from leading experts on how to best utilize up and coming marketing trends this year. From Direct Response and CRM Driven video, to mobile apps to iPads and viral technologies you will hear from those creating the curve, we all seek to stay ahead of. Moderator: Aaron Kahlow, CEO, Online Marketing Connect Scott Vaughan, Chief Marketing Officer, UBM TechWeb Frederick Vallaeys, Product Evangelist, Google Matt McGowan, Managing Director, North America, incisivemedia Mike Hodges, VP, Interactive, The San Diego Union-Tribune Kristopher B. Jones, Founder/CEO, KBJ Capital
5:30PM	Cocktail Hour: Time to unwind and let OMS buy you a drink!
7:00PM	Free Night in San Diego & Sponsored Dinners Request a list of sponsors willing to buy you dinner or see what informal options are being held.

Time

Lead Generation & eCommerce

Website Optimization & Measurement

Social Media & Emerging Trends

Integrated Marketing & Strategy

8:15AM

Keynote: The Now Revolution: Transforming Your Business with Speed, Smarts & Social Media

In a rare opportunity you'll get to hear from both authors together on how technology and social media have changed business forever and what you can do to mount these challenges. Hear expert advice on how to strip away silos, overgrown business process, and friction in communication and understand why it is paramount to hire and empower a new type of employee who is adept at pattern recognition, human relations, and immediate analysis.

This presentation will outline the profile of a nimble, adaptive business that can respond to immediate threats, and capitalize on these real-time opportunities.

Jay Baer, Founder, Convince & Convert/Co-Author, The Now Revolution: Transforming Your Business with Speed, Smarts & Social Media
Amber Naslund, VP of Social Media Strategies, Radian6/Co-Author, The Now Revolution: Transforming Your Business with Speed, Smarts & Social Media

9:15AM

Coffee Break

Vendor Showcase Tutorials

9:30AM

Social Media (B2C)

Local Social: Turning Customers Into Brand Evangelists

Staying on top of customer comments, reviews and ratings in the new local social sphere is now an essential element of any online marketing and enlightened customer service strategy. Learn how to leverage the most popular local social platforms to transform everyday customers into lifelong evangelists.

Kent Lewis, President, Anvil Media, Inc.

Analytics (B2B/B2C)

Dashboards, Tools & New Metrics-2011 Outlook

As businesses move away from social media and towards social business understanding the impact thru reliable metrics is a huge opportunity on tap for 2011. Hear from the experts on what lies ahead, what the dashboard of 2011 is comprised of and what tools to use.

Kate O'Neill, CEO & Founding Partner, [meta] marketer
Adam Proehl, Partner, NordicClick Interactive
Aaron Maass, Managing Director, Maass Media, LLC
Josh Manion, CEO, ensighten

Social Media/Mobile (B2C)

The Geo-Local Tipping Point: Foursquare, Yelp, Gowalla-Maximizing the Check-In

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.

Mike Lewis, VP, Marketing, Awareness Networks

Demand Generation (B2B)

Pulling the Right Levers to Drive Revenue: How Taleo Uses Revenue Performance Management to Grow its Business

Learn how to drive revenue most efficiently and without an extended team. This session will focus on Taleo's own successes and the three key steps paramount to driving revenue with your demand generation programs. It’s not always easy, but it is possible if you follow these steps.

Tom Svec, Marketing Operations, Taleo
Doug Sechrist, VP, Demand Generation, Eloqua

10:30AM

Affiliate (B2C)

How to Build an Effective Affiliate Program

Empowering affiliates to promote your product or service is the quickest way to permeate the web with your brand while only paying for the real sales and leads that come your way. This session will provide the knowledge and tools you need to not only get an affiliate program up and running but experience real success.

Lucas Brown, CEO, HasOffers

Conversion (B2B/B2C)

Decoding Customer Behavior Online

The ultimate measure of customer experience has been the face-to-face conversation. What do you do when your customer prefers being online? This session provides insight into the nature of human behavior online drawing from scientific study to help in your overall website optimization efforts.

Patrick Bultema, CEO, CodeBaby

Social/Email (B2B/B2C)

Email: Dawn of a New Age

It’s been quite a year in online marketing and email marketers will surely feel the implications in 2011 as social continues to explode alongside it the multichannel inbox, mobile’s establishment as a platform and then all things local. Hear from leading industry experts how to best position your email marketing for things to come.

Moderated by: Karen Talavera, Founder & Principal, Synchronicity Marketing
Matthew Pham, Associate Creative Director, Responsys
Laurie Beasley, President, Beasley Direct Marketing, Inc.
Barry Berkowitz, VP, Digital Marketing Solutions, Yesmail
Ryan Phelan, VP, Strategic Services, BlueHornet

Integrated Marketing (B2C)

The ATP World Tour: How to Ace Community and Drive Revenue

Learn how The ATPWorldTour.com, an online destination for tennis fans and professionals optimized their web experience well beyond their site to other digital channels including email, mobile and social media to see increased customer acquisition and retention.

John Phillips, SVP of Digital Marketing, The ATP
Erick Mott, VP of Community, Sitecore.NET

11:30AM

Affiliate (B2C)

Secrets to Performance-Based Advertising

Hear from affiliate industry experts on the secrets to great offer campaigns. From designing an offer to landing page CRO to finding relevant traffic, find out what might be missing from your affiliate marketing efforts.

Moderator: Peter Hamilton, VP, Marketing, HasOffers
Greg Shepard, CEO, AffiliateTraction.com
Martin Tobias, CEO, Tippr
Oliver Roup, CEO, Viglink

SEO (B2B/B2C)

Improving SEO Conversions Understanding Language -Related Ranking Factors

Take a deeper look into how keywords and the 'neighborhood' of words related to the topic can affect a page's ability to rank. The more you understand about this subject, the better armed you will be to write copy that appeals to readers, linkerati, and search bots alike.

Gillian Muessig, President, SEOmoz.org

Social Media (B2B/B2C)

The Open Graph: Socializing the Web, Beyond Facebook.com (And What you NEED to Know)

When Facebook Open Graph was first announced, brands jumped at the opportunity to throw Like buttons on their sites--most of them, without really understanding the full functionality and potential of these social plugins. "Like" buttons have been implemented on over 2 million websites. Learn what makes Open Graph so powerful, what it means for your brand, website and social presence, how you get your organization to rally and what the possibilities are of tying social efforts off-Facebook with on-Facebook initiatives.

Marc Blinder, Chief Creative Strategist, Context Optional

Demand Gen(B2B)

B2B Marketing Best Practices that Need to Die

Demandbase interviewed CMOs, CTOs and even CEOs from the top B2B brands and agencies with one simple question: "Which B2B marketing best practices need to die?" This session will reveal their answers and take a deeper (and more educational) dive into how you can breathe new life into your marketing by leaving behind last year's best practices.

Christopher Harmon. Founder & Principal, theBATstudio
Greg Ott, CMO, Demandbase

12:30PM

Lunch Keynote: Marketing Lessons From the Grateful Dead

Cultural icon and American jam band, the Grateful Dead, adopted a controversial role in the music industry: Their business model was built on live concerts rather than album sales. As they nurtured an active and collaborative community, the Dead pioneered many social media and inbound marketing concepts that can be applied to businesses across all industries. Now, businesses can learn from what they do to generate sales and create community around their brands using inbound marketing.

Based on his new book, Marketing Lessons From the Grateful Dead attendees will learn how to create a self-perpetuating marketing engine for their business utilizing social media marketing, content creation and thought leadership to attract passionate fans who will spread their ideas just like deadheads do for the Grateful Dead.

Brian Halligan, Founder & CEO, HubSpot

1:45PM

Online Advertising (B2C)

How Retargeting Helps You Reach Suspects & Prospects & Drive Results

Learn how to connect with users outside of your website based on past interactions. Hear 7 tips on how to cost effectively extend your reach and drive significant results.

Bill Leake, CEO, Apogee Results
Michelle Fitzgerald, Marketing & Business Strategy Consultant
Ingrid Sanders, Managing Director, Digital Strategy & Partnerships, TARGUSinfo AdAdvisor

Website Strategy (B2B)

How Honeywell United to Create an Optimized Brand Experience

Learn how Honeywell cut through the red tape of guessing and found what their users, stakeholders, and internal team members were ultimately asking for prior to website implementation. This process will seek to educate all attendees on proven ways to unify stakeholders, unify executives, and meet business objectives all the while achieving common goals.

Brian Chapman, Director of eBusiness Programs, Honeywell Process Solutions
Jegan Chen, Senior User Experience Strategist, BusinessOnline

Social Media/Online Advertising (B2C)

Practical Tips for Using YouTube to Make the Cash Register Ring

YouTube's ecommerce platform has expanded and many unlikely advertisers are seeing huge results through this channel. Learn how to leverage YouTube's call-to-action overlays and drive traffic to your own web site and landing pages.

Greg Jarboe, Author, YouTube and Video Marketing: An Hour a Day

Content/Loyalty/Social (B2C/B2B)

Integrating Offline with Online

Through real-life examples and both successes and failures learn how you can integrate your offline marketing efforts with your online strategies.

Moderator: Arnie Kuenn, President, Vertical Measures
Tony Royce, Global Brand Manager, Sony Online Entertainment
Erik Harbison, Sr. Director, Interactive Marketing TrueAction
Maura Ginty, Sr. Manager, Search & Social Media Strategy, AutoDesk

2:45PM

Break

Vendor Showcase Tutorials

3:00PM

Analytics (B2B/B2C)

Attribution & ROI Measurement: New Imperatives for Online Marketing

While it is commonly understood that display and social media create demand at the top of the funnel, its impact is less understood. Learn how to see beyond the last click to measure the impact of display, search, email and social media.

Steve Latham, Founder, Encore Media Metrics
Adam Goldberg, Co-Founder & Chief Innovation Officer, ClearSaleing

Conversion (B2B/B2C)

Conversion Testing Best Practices

Marketers are beginning to understand the value of testing but still so few are doing so. This session will focus on building a testing environment within your org (beyond simply purchasing the platform) and best practices for the tests you will run.

Moderator: Allison Hartsoe, VP Analytics, Semphonic
Brooks Bell, Founder & CEO, Brook Bell Interactive
Eric J. Hansen, Founder & CEO, SiteSpect, Inc.

Mobile (B2C)

Mobile Marketing with QR Codes

Learn how to integrate QR (quick response) codes into your overall marketing. You will learn through examples from leading brands such as Calvin Klein, Fox and GAP how to use QR code promotions to make an impact on your bottom line.

Sandy Williams, President & Strategic Marketing Leader, Strategic Marketing Innovators

Online Advertising (B2C)

Tips, Tricks & Pitfalls to Avoid in Your Retargeting Efforts

As the number of online retailers using retargeting is expected to increase from less than 50% in 2010 to nearly 95% in 2011, the ability to avoid several key pitfalls and overcome the challenges related to appropriately attributing revenue and calculating lift (return) associated with retargeting efforts is essential.

J. Rhett Frandsen, VP Sales & Network Development, mediaFORGE

4:00PM

Social/Email/Online Advertising (B2B/B2C)

Compliance-Beyond CAN-SPAM

Consumers are overwrought with privacy concerns and Capitol Hill is responding. New legislation such as Do Not Track set for vote on January 31^st is taking root. Already Google, Microsoft and Yahoo! have adopted these new measures.

This panel features legal perspective, and technology perspective as well as first hand account of how non-compliance is negatively impacting the brand marketer.

Dennis Dayman, Chief Privacy Officer, Eloqua
Michael Signorelli, Esq., Associate, Venable LLP
Tom Chernaik, Principal, Cmp.ly

Conversion (B2B/B2C)

How to Build Instant Trust Online: The Four Pillars

Websites and landing pages face very real trust issues - they are a scary and uncertain unknown to most visitors. Before people will act or transact, their concerns and anxieties must be alleviated. But how can you do this online when you only have seconds to establish trust? Learn how to smooth the way to your online conversion goals.

Tim Ash, Author, Landing Page Optimization & CEO, SiteTuners.com

Social (B2B/B2C)

Keeping Pace with Social Media

It’s no small feat keeping abreast of just one social media platform’s changes-aka Facebook but how do you maintain all programs across all channels? Leading Social Media experts weigh in…

Hallie Janssen, Vice President, Anvil Media, Inc.
Allie Herzog, Founder, integratePR
Sundeep Kapur, Evangelist, EmailYogi.com
Al Maag, Chief Communications Officer, Avnet

Local/Mobile/Social (B2B/B2C)

The Local/Mobile/Social Convergence & What It Means to Your Business

Location, location, location. All predictions regarding one’s own backyard are up and Facebook, Twitter, Google and mobile are key gamechangers in this movement. Hear from leading experts on what you need to do to localize before it’s too late.

Moderator: Brett Tabke, CEO & Founder, WebmasterWorld Inc.
Steve Yeich, CEO, Relevant Ads
Michael DeHaven, SEO Product Manager, BazaarVoice
Mike Belasco, President, SEOverflow
Jordan Glazier, CEO, Eventful
Jeremy Rueb, VP, Program Development, IDG Strategic Marketing Services

4:45PM

Keynote Panel: Leveraging Emerging Trends

Hear from leading experts on how to best utilize up and coming marketing trends this year. From Direct Response and CRM Driven video, to mobile apps to iPads and viral technologies you will hear from those creating the curve, we all seek to stay ahead of.

Moderator: Aaron Kahlow, CEO, Online Marketing Connect

Scott Vaughan, Chief Marketing Officer, UBM TechWeb
Frederick Vallaeys, Product Evangelist, Google
Matt McGowan, Managing Director, North America, incisivemedia
Mike Hodges, VP, Interactive, The San Diego Union-Tribune
Kristopher B. Jones, Founder/CEO, KBJ Capital

5:30PM

Cocktail Hour: Time to unwind and let OMS buy you a drink!

7:00PM

Free Night in San Diego & Sponsored Dinners

Request a list of sponsors willing to buy you dinner or see what informal options are being held.

February 10: OMS Day 3: SES Search & Social Accelerator

View detailed schedule for February 10

Time	Track 1	Track 2	Track 3
8:45 - 9:00AM	Opening Remarks Mike Grehan, Chair SES Advisory Board, Global VP Content, SES/Search Engine Watch/ClickZ
9:00 - 10:00AM	Keynote Address: "Misleading & Myopic" vs. "Meaningful" Multi-Channel Marketing Measurement In this keynote, we'll uncover insights that will help marketers drive revenue growth while simultaneously increase their ROI from an accurate, holistic multi-channel perspective. To become the sophisticated and successful CMOs of the future, today's marketers will need to understand how to not only optimize ROI for each of their own channels, but how to correctly optimize the entire marketing budget and media mix by combining advances in econometric and attribution modeling. Understanding the dependency of multi-channel influence and confluence of all the varous marketing channels will also represent the buyers journey more accurately than the "siloed" single channel approach that most marketers are relegated to using today. So just how much do the digital channels including search, display, social, mobile, and email impact each other as well as their offline counterparts in print, radio, TV, direct mail, outdoor and PR (and vice versa)? We'll be addressing the answer to this question and more. Mikel Chertudi, SES Advisory Board & Sr. Director, Online & Demand Marketing, Adobe
10:15 - 11:15AM	HTML5: The Interactive Social Web HTML 1.0 was developed as simple mark up code to format and display text. But with the growth of the world wide web and the demand for a much richer end user experience web browsers are forced to accept alien apps and plug ins. JavaScript, Flash and AJAX , all required to provide both commerce and entertainment on the web. But with the emergence of HTML 5 developers can now take a different approach. Find out how the new hypertext markup language will change the chemistry of the web. Maile Ohye, Senior Developer Programs Engineer, Google	Next Gen YouTube Marketing The internet's second most popular search engine can be a tough Tube to crack but not with this advanced team of video SEOs and marketers. 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 answer those questions and more by sharing successful video marketing case studies, specific advanced optimization tactics and YouTube networking advice that can help boost your next video marketing projects to the next level. Jonathan Allen, Director, SearchEngineWatch Greg Jarboe, President & Co-Founder, SEO-PR Paul Carff, Sr. Developer Advocate, Google Inc.	Advanced Keyword Modeling Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modelling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams. Saleel Sathé, Senior Director of Product Management, Microsoft
11:15 - 12:15PM	PPC Beyond Search: New Ad Formats, Display, and Facebook 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 aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts? Kevin Lee, Co-Founder & Executive Chairman, Didit	Creative Thinking And Effective Linking Link analysis has played an integral role in the ranking mechanisms at major search engines such as Google and Bing. But as the web has progressively shifted from a collection of text based documents linked together to an ever expanding diversity of content types, link analysis techniques have been extended in complexity. It's fairly well recognized in the SEO sector that the importance of PageRank at Google has been declining. However, links are still vitally important to factor into your SEO strategy. This session also takes into consideration the combination of links, text and usage data as ranking signals to search engines. Learn how to use creative methods to develop and maintain an ongoing linking strategy to acquire quality links and improve ranking for varying types of content. Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario	Twitter 2.0 : Creating And Distributing The Message Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter can help your business reach more customers, influencers and audiences than ever before. If you've been experimenting with Twitter 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. Oprah and Ashton Kutcher might have the followers, but this session will focus on results. Tracy Falke, Social Media Specialist, Freestyle Interactive
12:15 - 1:15PM	Lunch
1:15 - 2:15PM	SEM Veterans: Tools Of The Trade As Search Marketing becomes more complex so must the tools. This session will focus on the less popular, task specific tools used by experienced search marketers to solve advanced and complex challenges and performance problems. Moderated by: Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA Ray "Catfish" Comstock, Director of SEO, BusinessOnLine Rand Fishkin, CEO, SEOmoz.org Andrew Goodman, SES Advisory Board & President, Page Zero Media	Information Architecture For The Modern Web Site 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 design and deploy a next generation site architecture that maximizes your changes of findability no matter where and how searchers look for you. Matthew Bailey, SES Advisory Board & President, Site Logic Marketing	Social Media Data Can Drive Your Business For an increasing number of companies, online communities have become an important tool for engaging with their customers and driving sales. Additionally the growth of social media channels and platforms has also accelerated the need for organization to better understand how to best leverage user activities in these environments. This panel discussion will help you better understand what factors to look at in terms of monetizing the vast ocean of data in the Social Media realm. Specifically, why and how to tie community activity with KPI's and revenue. We will dive deep into how to leverage integration between a community (such as Lithium) and an analytics platform (such as Omniture) and then how put that data into action. Henry Bruckstein, Director, Alliances Lithium Chad Warren, Sr. Product Marketing Manager, Social Media, Adobe Michael Weisfeld, Director of Social Media, Business Online
2:15 - 3:15PM	Improved Conversion With Web Site Optimization Session details coming soon! Tim Ash, CEO, SiteTuners.com	PPC Masters Session: Advanced Search Tactics Seth Godin recently wrote that "being a novice is overrated," because the spoils of victory don't accrue to those who push just slightly past the beginner stage - they go only to the obsessed, those who take it (to quote George Costanza) "up a notch," even "all the way to the Hamptons." This session pushes deep into the workings of Quality Score, and also covers: how to handle all five (!) AdWords matching options; multivariate ad testing tactics; mind-boggling new paid search features like AdWords Campaign Experiments; and grown-up corporate puzzles about appropriate metrics and attribution. Also, we counsel a balanced approach to automation where some data points are considered in the background as aids to thoughtful strategy, whereas more clear-cut decisions should be more automated so as to minimize human error. Andrew Goodman, SES Advisory Board & President, Page Zero Media	SEO On A Global Scale Global SEO is one of the most challenging areas of Search Marketing but is one that can yield significant growth, traffic and revenue opportunities to those who execute correctly. This session will take you and your site on a exciting journey through the challenges of language, site infrastructure, optimization, cultural issues and the significant opportunities in multiple markets. Moderated by: Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
3:15 - 3:30PM	Coffee Break
3:30 - 4:30PM	Content Marketing Strategy The core of any search or social media marketing program centers on 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! Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. 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. Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing	Killer Facebook Targeting Tactics What can you do with a social network that has over 500 million members? Find out as these accomplished Facebook marketing experts 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. Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing	Reputation Management Now that Google has lifted the ban on trademark terms in search ads, should we expect an immediate influx of brand names in Google keyword ads? Should you use a competitor's trademark in your own search advertising? What if a competitor has an ad running on your trademarked brand name? A single negative review of your company, a blog post from an unhappy customer, or a 140-character tweet can result in a millions of dollars in lost sales. Is it worth engaging professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands, and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? What social networking profiles can you use to push down negative reviews of your company? This session will provide an exploration of these and other brand protection issues. Chris Boggs, Director, SEO, Rosetta
4:30 - 5:30PM	Social Commerce: Leveraging The Voice Of The Consumer What better way to know what your customers want than to let them tell you! When done correctly, social media conversations offer a lens directly into the needs, wants, preferences, and feature requests of your target market. This session will offer tools and techniques on how to effectively pan for nuggets of gold the various streams of content. Michael DeHaven, SEO Product Manager, Bazaarvoice	Smart Mobile Marketing Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking an integrated mobile marketing strategy. Michael Martin, Owner, Mobile Martin Keith Posehn, President, Zorz LLC	Local + Social: The Future of Promotions 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. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web. Moderated by: Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA Gregg Stewart, President, 15miles Benu Aggarwal, Founder & President, Milestone Internet Marketing
5:30 - 6:30PM	Networking Event: In the Bar The Infamous SES Black Hat/White Hat Unconferenced Session

Time

Track 1

Track 2

Track 3

8:45 - 9:00AM

Opening Remarks

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

9:00 - 10:00AM

Keynote Address: "Misleading & Myopic" vs. "Meaningful" Multi-Channel Marketing Measurement

In this keynote, we'll uncover insights that will help marketers drive revenue growth while simultaneously increase their ROI from an accurate, holistic multi-channel perspective. To become the sophisticated and successful CMOs of the future, today's marketers will need to understand how to not only optimize ROI for each of their own channels, but how to correctly optimize the entire marketing budget and media mix by combining advances in econometric and attribution modeling. Understanding the dependency of multi-channel influence and confluence of all the varous marketing channels will also represent the buyers journey more accurately than the "siloed" single channel approach that most marketers are relegated to using today. So just how much do the digital channels including search, display, social, mobile, and email impact each other as well as their offline counterparts in print, radio, TV, direct mail, outdoor and PR (and vice versa)? We'll be addressing the answer to this question and more.

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

10:15 - 11:15AM

HTML5: The Interactive Social Web

HTML 1.0 was developed as simple mark up code to format and display text. But with the growth of the world wide web and the demand for a much richer end user experience web browsers are forced to accept alien apps and plug ins. JavaScript, Flash and AJAX , all required to provide both commerce and entertainment on the web. But with the emergence of HTML 5 developers can now take a different approach. Find out how the new hypertext markup language will change the chemistry of the web.

Maile Ohye, Senior Developer Programs Engineer, Google

Next Gen YouTube Marketing

The internet's second most popular search engine can be a tough Tube to crack but not with this advanced team of video SEOs and marketers. 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 answer those questions and more by sharing successful video marketing case studies, specific advanced optimization tactics and YouTube networking advice that can help boost your next video marketing projects to the next level.

Jonathan Allen, Director, SearchEngineWatch
Greg Jarboe, President & Co-Founder, SEO-PR
Paul Carff, Sr. Developer Advocate, Google Inc.

Advanced Keyword Modeling

Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modelling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.

Saleel Sathé, Senior Director of Product Management, Microsoft

11:15 - 12:15PM

PPC Beyond Search: New Ad Formats, Display, and Facebook

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 aims to bring marketers up to speed on the state of the art. Also covered: what tools or skill sets are needed to manage and report on results from multiple search engines and even Facebook? How should marketers prioritize efforts?

Kevin Lee, Co-Founder & Executive Chairman, Didit

Creative Thinking And Effective Linking

Link analysis has played an integral role in the ranking mechanisms at major search engines such as Google and Bing. But as the web has progressively shifted from a collection of text based documents linked together to an ever expanding diversity of content types, link analysis techniques have been extended in complexity. It's fairly well recognized in the SEO sector that the importance of PageRank at Google has been declining. However, links are still vitally important to factor into your SEO strategy. This session also takes into consideration the combination of links, text and usage data as ranking signals to search engines. Learn how to use creative methods to develop and maintain an ongoing linking strategy to acquire quality links and improve ranking for varying types of content.

Craig Macdonald, Senior Vice President and Chief Marketing Officer, Covario

Twitter 2.0 : Creating And Distributing The Message

Part social network, part social search engine and all social media marketing opportunity, tapping into the power of Twitter can help your business reach more customers, influencers and audiences than ever before. If you've been experimenting with Twitter 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. Oprah and Ashton Kutcher might have the followers, but this session will focus on results.

Tracy Falke, Social Media Specialist, Freestyle Interactive

12:15 - 1:15PM

Lunch

1:15 - 2:15PM

SEM Veterans: Tools Of The Trade

As Search Marketing becomes more complex so must the tools. This session will focus on the less popular, task specific tools used by experienced search marketers to solve advanced and complex challenges and performance problems.

Moderated by: Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
Rand Fishkin, CEO, SEOmoz.org
Andrew Goodman, SES Advisory Board & President, Page Zero Media

Information Architecture For The Modern Web Site

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 design and deploy a next generation site architecture that maximizes your changes of findability no matter where and how searchers look for you.

Matthew Bailey, SES Advisory Board & President, Site Logic Marketing

Social Media Data Can Drive Your Business

For an increasing number of companies, online communities have become an important tool for engaging with their customers and driving sales. Additionally the growth of social media channels and platforms has also accelerated the need for organization to better understand how to best leverage user activities in these environments.

This panel discussion will help you better understand what factors to look at in terms of monetizing the vast ocean of data in the Social Media realm. Specifically, why and how to tie community activity with KPI's and revenue. We will dive deep into how to leverage integration between a community (such as Lithium) and an analytics platform (such as Omniture) and then how put that data into action.

Henry Bruckstein, Director, Alliances
Lithium
Chad Warren, Sr. Product Marketing Manager, Social Media, Adobe
Michael Weisfeld, Director of Social Media, Business Online

2:15 - 3:15PM

Improved Conversion With Web Site Optimization

Session details coming soon!

Tim Ash, CEO, SiteTuners.com

PPC Masters Session: Advanced Search Tactics

Seth Godin recently wrote that "being a novice is overrated," because the spoils of victory don't accrue to those who push just slightly past the beginner stage - they go only to the obsessed, those who take it (to quote George Costanza) "up a notch," even "all the way to the Hamptons." This session pushes deep into the workings of Quality Score, and also covers: how to handle all five (!) AdWords matching options; multivariate ad testing tactics; mind-boggling new paid search features like AdWords Campaign Experiments; and grown-up corporate puzzles about appropriate metrics and attribution. Also, we counsel a balanced approach to automation where some data points are considered in the background as aids to thoughtful strategy, whereas more clear-cut decisions should be more automated so as to minimize human error.

Andrew Goodman, SES Advisory Board & President, Page Zero Media

SEO On A Global Scale

Global SEO is one of the most challenging areas of Search Marketing but is one that can yield significant growth, traffic and revenue opportunities to those who execute correctly. This session will take you and your site on a exciting journey through the challenges of language, site infrastructure, optimization, cultural issues and the significant opportunities in multiple markets.

Moderated by: Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting
Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP

3:15 - 3:30PM

Coffee Break

3:30 - 4:30PM

Content Marketing Strategy

The core of any search or social media marketing program centers on 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!

Online marketing is increasingly competitive and brand marketers world-wide are seeking real advantages that will improve the efficiency and impact of their Social Media and SEO efforts. 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.

Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing

Killer Facebook Targeting Tactics

What can you do with a social network that has over 500 million members? Find out as these accomplished Facebook marketing experts 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.

Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Reputation Management

Now that Google has lifted the ban on trademark terms in search ads, should we expect an immediate influx of brand names in Google keyword ads? Should you use a competitor's trademark in your own search advertising? What if a competitor has an ad running on your trademarked brand name? A single negative review of your company, a blog post from an unhappy customer, or a 140-character tweet can result in a millions of dollars in lost sales. Is it worth engaging professional legal help or are there other options? What if bloggers are posting negative or false claims about your brands, and these are spreading with viral speed through other blogs? Are there ways to get these damaging messages out of the search engines? What social networking profiles can you use to push down negative reviews of your company? This session will provide an exploration of these and other brand protection issues.

Chris Boggs, Director, SEO, Rosetta

4:30 - 5:30PM

Social Commerce: Leveraging The Voice Of The Consumer

What better way to know what your customers want than to let them tell you! When done correctly, social media conversations offer a lens directly into the needs, wants, preferences, and feature requests of your target market. This session will offer tools and techniques on how to effectively pan for nuggets of gold the various streams of content.

Michael DeHaven, SEO Product Manager, Bazaarvoice

Smart Mobile Marketing

Learn smart mobile marketing strategies that are effective for converting mobile traffic today with mobile SEO, PPC & applications. You will learn action items about what you need to know for developing, launching and tracking an integrated mobile marketing strategy.

Michael Martin, Owner, Mobile Martin
Keith Posehn, President, Zorz LLC

Local + Social: The Future of Promotions

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. From Geolocation social media with FourSquare to Local Search Marketing with Google Places, this session will offer tried and true strategies for maximizing visibility on the local search and social web.

Moderated by: Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Gregg Stewart, President, 15miles
Benu Aggarwal, Founder & President, Milestone Internet Marketing

5:30 - 6:30PM

Networking Event: In the Bar
The Infamous SES Black Hat/White Hat Unconferenced Session

February 11: Post Conference: Social Media Masters

View detailed schedule for February 11

February 11

OMS 2011 Social Media Masters

9:00AM

Keynote: Get Real: Social Media Engagement

Brian Solis, Blogger at BrianSolis.com, Author of Engage!

9:30AM - 9:45AM

The Rise of the Social Media Professional

Where we are heading as profession, industry and discipline. A vision of the Future of Social for Today. Chris Heuer will present his vision for Social Media Club and the need for a reinvention of the atypical association to serve the interests of social media professionals.

9:45AM - 10:00AM

Break

10:00AM - 5:00PM

Choose One of the 4 Workshops Below To View Full Agenda Details

Facebook: Market Engagement with Fans, Friends, Content, Apps and Ads	Social Media Monitoring: Strategies, Tactics, Tools and Metrics
LinkedIn: B2B Marketing, Lead Generation and Community Development	Twitter: Going Beyond Conversations to Create Real Time Opportunities that Increase Awareness and Sales

5:00PM - 5:15PM

Break

5:15PM - 6:00PM

Keynote: Integrating Social Media into Marketing Strategy

All students will reconvene for the day and focus on the holistic approach to Social Media in the entire marketing mix and how each discipline is integrated with the other.

6:00PM - 8:00PM

Cocktail Hour: Time to unwind and let SMC buy you a drink!

Events

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Online Marketing Summit 2011

Select a date to view the detailed schedule

Pre-Conference Training & Certification

OMS Day 1

OMS Day 2

OMS Day 3: SES Search & Social Accelerator

Post Conference: Social Media Masters

The Schedule

February 07: Pre-Conference Training & Certification

Full Day Workshop

Essentials of Online Marketing

Full Day Workshop

Social Media | Planning & Integration

Full Day Workshop

Mobile Marketing | Essentials for Successful Consumer Engagement

Morning Workshop

Email Marketing 2.0 | Next Generation Advanced Strategies & Integration

Morning Workshop

SEO 2.0 | Next Generation Advanced Strategies & Social Linking

Afternoon Workshop

Demand Generation | Best Practices & Marketing Automation Strategies

Afternoon Workshop

Web Analytics | Best Practices & Creating Actionable Reporting

Afternoon Workshop

Content Marketing | A Strategy For The Social Web

February 08: OMS Day 1

7:30AM

Registration

8:30AM

Keynote: Social Media Heavyweights on What it Takes to Be Socialized

9:30AM

Coffee Break

9:55AM

Search Marketing (B2B/B2C)

SEO vs. Paid Search: Balancing the two to raise the total tide

Conversion (B2B/B2C)

All Online Interactions Are Social Interactions

Social Media (B2C)

Web 3.0-the Wave that Follows Social: the marketing app adoption

Social Media/Local/Content/Lead Nurturing (B2B/B2C)

Reinvest: Marketing & Sales

11:00AM

Demand Generation (B2B)

Analytics (B2B)

Integrating Web Analytics & CRM

Social Media/WOM (B2C)

WOM: Practices & Precautions

Content/PR (B2B/B2C)

Will It Blend-The Convergence of Marketing & Public Relations

12:00PM

Lunch Keynote: How Marketo Reached 850 Customers in Less Than 3 Years

1:10PM

Social Media (B2B/B2C)

Using Social Media Marketing to Drive New Customer Acquisition

Content Marketing (B2B/B2C)

The 5 Principles of Conversion Content Marketing

Email/Search/Social Media (B2C)

Rethink it ALL

SEO, Usability, Analytics (B2B/B2C)

Integrated Disciplines: Using SEO, Usability and Analytics for Amazing Results

2:15PM

Afternoon Break

2:40PM

Demand Generation (B2B)

The Role of Marketing Has Changed Forever: The impact of new technologies on buyer behavior

Analytics (B2B)

The Future of Marketing: Cisco on "ICE"-Insight-base Consumer Engagement

Social Media (B2C)

Facebook Apps: Beyond the Status Update

Demand Generation (B2B)

High-Impact Webinar Demand Generation: Get the right eyeballs, and lots of them to your webinar

3:45PM

Analytics (B2C)

Leveraging Analytics to Achieve One-to-One Merchandising

Usability/Social Media (B2B)

How User Experience & SEO Work Together

Mobile (B2C)

Let's Get Moving: Media in the Mobile Era

CRM/Search/Social (B2B)

Jigsaw: A B2B Integrated Market Success Story

Email/Search/
Social Media (B2C)

CRM/Search/
Social (B2B)