Select a date to view that day's detailed schedule
Full Schedule | Venue | Registration & Pricing Details
OMS Day 3: SES Search & Social Accelerator
February 10, 2011
Search & Social Media Accelerator Day, brought to you by SES
 |
SES Search & Social Media Accelerator is organized and programmed by the SES Advisory Board, the leading authority on Search and Social Media Marketing. This daylong conference offers experienced online marketers a unique opportunity hear from leading industry insiders about trends in emerging technologies, modeling, and behavioral targeting. Content will include three tracks featuring sessions on advanced search tactics and keyword modeling, next generation youtube and facebook targeting strategies, HTML5 and more. |
Please note, this is a day of education for experienced marketers. If you are new to SEO, PPC or social media, it is highly recommended that you first attend Training Day on Monday, Feb 7 as well as the Social and Search sessions offered at OMS Days 1 & 2.
| Time | Track 1 | Track 2 | Track 3 |
|---|---|---|---|
8:45 - 9:00AM | Opening Remarks
| ||
9:00 - 10:00AM | Keynote Address: "Misleading & Myopic" vs. "Meaningful" Multi-Channel Marketing MeasurementIn 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.
| ||
10:15 - 11:15AM | HTML5: The Interactive Social WebHTML 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.
| Next Gen YouTube MarketingThe 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.
| Advanced Keyword ModelingGoogle 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.
|
11:15 - 12:15PM | PPC Beyond Search: New Ad Formats, Display, and FacebookFor 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?
| Creative Thinking And Effective LinkingLink 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.
| Twitter 2.0 : Creating And Distributing The MessagePart 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.
|
12:15 - 1:15PM | Lunch | ||
1:15 - 2:15PM | SEM Veterans: Tools Of The TradeAs 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.
| Information Architecture For The Modern Web SiteWe 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.
| Social Media Data Can Drive Your BusinessFor 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.
|
2:15 - 3:15PM | Improved Conversion With Web Site OptimizationSession details coming soon!
| PPC Masters Session: Advanced Search TacticsSeth 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.
| 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.
|
3:15 - 3:30PM | Coffee Break | ||
3:30 - 4:30PM | Content Marketing StrategyThe 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.
| Killer Facebook Targeting TacticsWhat 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.
| Reputation ManagementNow 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.
|
4:30 - 5:30PM | Social Commerce: Leveraging The Voice Of The ConsumerWhat 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.
| Smart Mobile MarketingLearn 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.
| Local + Social: The Future of PromotionsClearly 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.
|
5:30 - 6:30PM | Networking Event: In the Bar | ||
