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Full Schedule | Venue | Registration & Pricing Details | Keynotes
OMS Day 3: SES Search & Social Accelerator
February 09, 2012
Search & Social Media Accelerator Day, brought to you by SES
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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 Online Marketing Boot Camp on Monday, Feb 6 as well as the Social and Search sessions offered at OMS Days 1 & 2.
| Time | Search | Social | Analytics |
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7:30AM - 6:00PM | Registration | ||
8:00AM - 9:00AM | Morning Coffee | ||
9:00AM - 9:55AM | Spotlight Session: Optimizing Humans! The Art Of Data-Driven Social MarketingWondering how to explode your social media strategy? This keynote presentation focuses on immediately actionable paid and organic social tactics marketers can use for enhanced demographic research and data-driven community outreach. Attendees will:
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10:00AM - 10:50AM | SEO Diagnostics For The Skilled Search MechanicMany times SEO’s are tasked with finding the needle in the haystack or trying to find key problems that can singularly improve a site's performance. The right diagnostics steps and tools in the hands of a skilled mechanic can make all the difference in a search program. Come see how a master search mechanic performs a diagnostic assessment of sites.
| The Convergence of Search, Social and Content MarketingThe Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? How will you consistently create content your a will enjoy? Join this panel as they provide case studies and walk you through a step-by-step approach that any organization can follow to grow their business online.
| Spy vs Spy: Competitive AnalysisAn essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. This session will take a close look at what tricks you can use with search engines to analyze your competitors’ game and also what free and premium tools are available to deep dive into their strategy. Gain tips and secrets to monitoring your competitors and discover what keywords your competitors are targeting, how much your competitors are spending on ads, and identify key missed opportunities by your competitors.
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10:50AM - 11:00AM | Interval | ||
11:00AM - 11:50AM | Advanced Keyword ModelingGoogle Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams.
| Local and Social: Trends and Tips for Growing your BusinessClearly 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. Scalable solutions for multi-location businesses in Local and Mobile web can be challenging, discover the traffic and conversion techniques used by big brands in Organic Search, IYP's and Local Maps.
| Paid Search Analytics And Multi Touch Attribution AnalysisHave you ever wondered how Paid search, SEO and other tactics interact with each other and how to allocate your precious resources in the most optimal way? This session will share a case study that provides a holistic understanding of customer behavior across all digital channels (Bought/Owned/Earned) in order to optimize future efforts.
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11:55AM - 12:45PM | Search Marketing Power Tools Set: SEO and PPCWhether you're new or a long time search marketer, tools are critical for improving SEO and PPC efficiency, effectiveness and scale. The problem is, the web is flush with search marketing tools. Which are the best for you? This session will spotlight the most important tools to accomplish all aspects of your search marketing program from competitor and keyword research, on-page optimization, link building, landing page testing, web analytics, bid management and more.
| Developing a Video Optimization and Marketing CampaignYouTube has become the second largest search engines yet many companies fail to adequately leverage this phenomenal medium to engage new and exiting customers as well as key marketing partners. This session will use real world examples to help you understand and master the entire video process from what to create, how to optimize, how to market it with search and social media and how to measure the real business impact.
| Social Media Metrics: Measuring the Value to Your BusinessSocial media is tough to measure. Or is it? Companies like Coca-Cola say Facebook fans are 10 times more likely to purchase than non-fans and a study reported on by eMarketer explains that over 50% of Twitter followers were more likely to purchase from brands they follow. The impact of social media on your business can come in many forms from increased thought leadership and sales to reduced costs and efficiencies. Measuring social media effectiveness doesn't have to be tough if you know what to look for and have a clear understanding of the topics covered in this session.
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12:45AM - 1:45PM | Networking Lunch | ||
1:45PM - 2:35PM | Links, Likes, Shares, Tweets, and Follows: The Social Web and SEO"If the mention is relevant, ask them to link to you" will never be bad SEO advice. Ever since Google brought PageRank into the game, a large part of ranking well in search engines has been "off page factors"; that is, external (and ideally, non-spam) signals of your website's or content's authority, quality, and relevance. But the "link economy" (link buying, everyone knowing that links have economic value, etc.) has forced search engines to clamp down on "link schemes," "link farms," and "link buying." Going forward, the science of information retrieval will sift through a variety of data sources to aid in ranking: tweets, shares, and the authority structures within social networks; behavioral data (clickstreams) left by engaged users; and possibly, a variety of other hidden measures. Panelists examine whether traditional "link building" strategies need to be updated, or whether the claim that search engines "measure social signals" is overblown. Plus, they explain what it all means for businesses trying to prioritize their budgets for direct and indirect SEO activity.
| PPC Beyond Search: New Ad Formats, Display, and SocialFor 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 ad types such as search retargeting and Yahoo's SmartAds, as well as new tactics for managing and bidding on placements, it's getting harder to justify keeping them in different buckets. 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?
| Advanced Data Analysis to Better Understand Search PerformanceHave you ever been frustrated trying to manage huge data sets? Are your processes and tools limiting your ability to explore hypothesis and find relationships in the data? This session will provide a dramatic demonstration of “Search Intelligence”, a pioneering new approach to Search Analytics. As Analytics technology has advanced, so has our ability to manipulate vast amounts of data and drive Search strategy. You will learn how Search Intelligence allows marketers to:
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2:40PM - 3:30PM | Advanced Paid Search TacticsYour campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session covers campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation, techniques for acting on seemingly inconclusive data, and more.
| How to Optimize your Search Campaigns with Social ListeningSocial media conversation mining tools allow marketers to harvest the trifecta of semantic insight never before available directly from the "voice of the consumer" from sites like Twitter and Facebook. Mining these data streams offers search marketers the “community vocabulary” as well as “desired content” and “engaging messages” your target community finds interesting and, most importantly, relevant to them. These three segments of data gives agile marketers the "what," "where," and "who" are discussing products in their category.
| Meaningful SEO AnalyticsEveryone has their standard list of metrics and KPI’s for their SEO programs. How can the time-starved SEO under the gun for performance use SEO data to find nuggets of opportunity, prioritize actions, generate revenue, and keep their job? This session will focus on what and how to measure your SEO data more effectively for fun and profit.
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3:30PM - 3:40PM | Interval | ||
3:40PM - 4:30PM | HTML5 for SearchLearn how HTML5 provides you an online advantage in search as we advance further into the Mobile Semantic Web 3.0. These elements of HTML5 provides universal and semantically clear coding to render video and audio that the search engines can crawl and understand.
| Social Media Marketing: Killer Facebook AdsFor cutting-edge marketers, Facebook represents a fertile landscape for contextual advertising. 700+ plus million users self-disclose interests and many respond to tightly targeted and compellingly written ads. Get crash course in advanced Facebook ads marketing, from badass demographic research to intensive campaign management hacks.
| Channel Surfing: Measuring Profit & ROI Across ChannelsVisitors take interesting paths on the way to your shopping cart, surfing through a variety of ads and search listings before arriving at your site. Which types of ads or combination of ads are the most likely to lead to conversion—your display ads, Facebook ads, branded PPC ads or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. In this session, the panelists will identify various methods for determining attribution and will pinpoint common attribution misconceptions.
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