#OMS12

Full Schedule

Select a date to view that day's detailed schedule

Feb

OMS Day 3: SES Search & Social Accelerator

Full Schedule | Venue | Registration & Pricing Details | Keynotes

Jump to a schedule date

February 06, 2012

Twenty-Seven Training Day Workshops to Choose From!

OMS 2012 is offering a special Pre-Conference Training & Certification Day hosted by the Online Marketing Institute, one day before the full conference begins. This day offers full-day and half-day training workshops and classes where you will learn from some of the best in the business - leading professionals and practitioners with the marketing acumen and teaching experience to provide both a theoretical foundation and practical training. All classes attended earn you credits towards certification with the Online Marketing Institute.

Choose a from any of these full-day and half-day workshops:

Track	Morning Workshops	Early Afternoon Workshops	Late Afternoon Workshops
	8:30AM - 11:30AM	12:00PM - 3:00PM	3:15PM - 6:15PM
Social Media	Brand Community Development & Management More details > Gillian, Founding President of SEOmoz, will share how SEOmoz built the world's most popular brand in search marketing applications through internal and external community development and support. What is the ROI of Social Media? How can marketers and business owners set KPIs and measure success? Gillian provides a case study to demonstrate how startups can use social media to create initial corporate value, attract and serve customers, and increase brand penetration regionally and internationally. Using the SEOmoz case study, she will also demonstrate how even esoteric B2B brands can build strong communities who buy product, increase brand awareness, and protect a corporate reputation when necessary. In this workshop, you'll learn • What Social Media can accomplish for brands and businesses • How to set (and you WILL set) short, midterm and long term goals • Current and emerging tactics to accomplish Social Media goals • How to select (and you WILL select) the tactics that you'll want to study for the balance of your OMS agenda Gillian Muessig, Founding President, SEOmoz	From Blah to Blog: 6 Things You Need to Know for Blogging Success More details > Chris, co-founder of ExactTarget and CEO & co-founder of Compendium, walks you through the fundamentals of business blogging, promising that you'll leave his workshop armed with enough information to actually execute on that business blogging strategy you've always dreamed of. You'll learn how to: • Understand the value of business blogging • Create great blog posts • Craft great calls to action • Unlock your potential content channels • Take advantage of the social media long tail • Run killer story-capturing campaigns Chris Baggott, Co-Founder & CEO, Compendium	Supercharging Your Facebook Marketing More details > If you’re like most businesses, you already see the value in connecting with your current and potential customers via social media. But the challenge is figuring out what you actually need to do with social media in order to drive real results for your business or organization. This seminar is the “what, why, and how” of social campaigns: how to drive repeat business and amplify word of mouth by engaging your happy customers, stay top of mind to make it easy for them to share your message, and measure results. It’s divided into three core sections: • Plan: driving repeat business and amplifying word of mouth with a great offer! • Publish: sharing your message easily to stay top-of-mind with others. • Promote: growing your business and measuring results. You’ll also learn 10 best practices that you can do today to supercharge your Facebook marketing and take that word-of-mouth marketing to the next level. We’ll share examples of how others are using Constant Contact’s Social Campaigns to engage their current customers, gain new customers and grow their business. During the Q& A section, you can ask questions, give us feedback and talk about your marketing experiences. Elyse Tager, West Coast Regional Dev. Director, Constant Contact
Search Engine Marketing	Bing: More Bang for the Click More details > If you have a business and a desire to increase your online visibility, this session is for you. Come learn how you can expand your online footprint and reach more customers with Bing. We'll help you explore your goal of increasing web traffic overnight. We'll also help you understand your current place in Bing's index. Need beginner's advice? No problem! We even have a way you can put your business online without a website. Come explore Bing's webmaster and online-advertising features with us. Bring your laptop and follow along! You’ll learn: • The top 5 optimization tips to get the best ROI out of your campaign • How to bring customers in your door with Bing Business Portal • How to unlock the power of the Webmaster Toolkit Duane Forrester, Sr. Product Manager, Bing Webmaster Program John Gagnon, Sr. SEM Manager, Microsoft Advertising	Conversion Rate Optimization: 5 Elements that Consistently Convert More Visitors to Customers More details > This session will teach you a systematic, repeatable framework that consistently increases conversion rates on landing pages, micro-sites, and entire websites by 30% - 250% and beyond. Matt Dombrow will take you step-by-step through the five key conversion elements, show you specific examples and case studies, use the conversion framework to optimize audience members' sites live, and help you develop testing hypotheses you can implement on your own website as soon as you return to your office. You will learn the same conversion process Matt uses with his clients to produce massive increases, including: • The five key elements of conversion rate optimization • Copywriting techniques that drive visitors to action • A repeatable conversion rate optimization process • Detailed examples that show conversion concepts in action • Specific testing hypotheses and ideas you can use on your site Matt Dombrow, Master of Clickability, Clixio Search	Advanced Keyword Research More details > In this 3 hour training session attendees will explore the latest tools and techniques for researching, identifying, managing and zeroing in on the right keywords for your SEO, PPC, Social Media and other marketing campaigns. Using provided worksheets, your data and these new techniques you will leave the session with actionable insights, new keyword opportunities and new perspectives on how to leverage and manage the gold mine of data you already have in your organization. We will first explore the fundamentals of keyword research and then quickly move into techniques and tools help you identify missed opportunities and create actions that will increase the overall performance of your digital marketing activities. After attending, you will be able to: • Understand the role of Keyword Intelligence and the latest research techniques and how it can positively impact Search, Social and Traditional media campaigns. • Develop, refine and maintain a master set of keywords and align them to search intent and buy cycles that will energize your programs. • Identify the best available tools to get keyword suggestions, forecast website traffic, perform competitive research, and analyze keyword results. • Analyze and prioritize keywords and map to behavior and intent personas to maximize effective content creation efforts that will lead to conversions. • Learn effective ways to communicate the intelligence gained through keyword research and how to share it with key stakeholders responsible for all types of messaging within your organization. Ron Jones, President, Symetri Internet Marketing
Email Marketing	Email 3.0 More details > • “Good, Bad, and Ugh-ly - What were they thinking? Lessons learned from the best and worst email campaigns from 2011. • Advanced Strategies to Grow Your Email List: How to develop a consumer generated list growth strategy that leverages all your channels. • Capturing and Leveraging Consumer Preferences: How to capture stated, observed, and implied preferences to drive engagement. • Nine Segmentation Strategies: Absolute to advanced; these strategies are a must for you to achieve true 1:1. • Tips on Stand-Out Creative and Effective Copy: Essential and advanced elements of creative and copy that drive superior results. • *Bonus:* A white paper on design principle best practices. Sundeep Kapur, Evangelist, NCR Corporation	Email Marketing Campaign Best Practices More details > • Creating Messages for Every Occasion:How to leverage reason – season - lifetime to create informational, transactional, and marketing messages for consumers. • CAN-SPAM, Privacy, ECOA, List “Rentals,” & Security: Making sure that you are compliant with the law, protecting consumer data, and following proper etiquette. • Reading Reports Correctly: 11 key reporting metrics that will help you drive superior campaign results. • How to use Mobile and Mobility: Your consumer is mobile and the smart phone has many options. Best practices to tie in mobile. • The Best Way to Leverage Social Media: You can use social to grow your influence, learn more about your consumers, and improve your overall email engagement. • *Bonus:* A white paper on the legal, technical, and business requirements of digital receipts. Sundeep Kapur, Evangelist, NCR Corporation	Deliverablity Principles to Get to the Inbox More details > We all know that every successful email marketing campaign combines the right target audience, compelling creative, and a relevant offer. But even with the best components, if you don’t actively manage email deliverability, your emails could end up in the recipient’s junk folder. Or even worse, your marketing emails could be blocked after your IP address/domain is flagged and blacklisted by an ISP. This session will review all of the factors that impact email deliverability, and how you can develop a simple methodology for managing and improving your company’s email deliverability in less than 6 months. You’ll also learn about: • Industry and corporate definitions of email deliverability • Why managing deliverability is critical to the success of your email marketing program • A practical framework to use when setting up your own email deliverability program • How to measure and track for success • Maintaining your company’s Sender Score and Reputation • Best practice learnings from 3 years of Cisco WebEx deliverability data Alison Shaffer, Group Manager of Marketing Operations & Analytics, Cisco WebEx
Demand Generation	A Marketing Automation Roadmap More details > The importance of marketing automation for B2B organizations cannot be understated. The most savvy marketers and progressive organizations understand what value an MA strategy can deliver to their organization. It is a great thing to have people talking about lead scoring and lead nurturing as a part of their marketing strategy, however to truly get the most from your automation investment it takes more. To get the value from marketing automation, organizations must understand the imperatives of people, process and content. It is more than just the technology for sure and it is essential to have this knowledge first and foremost before you get in too deep. This course will clearly identify the critical components necessary for preparing for and implementing any Marketing Automation solution. More importantly, you will walk away from this session with actionable steps to take to ensure you are prepared for putting those components in place successfully! You will learn: • How to understand the critical components necessary for implementing a marketing automation strategy including people, process and content - then technology • Keys to building a business case for automation • Tips for Identifying the key players within your organization that need to be involved in this process and the roles they should play • How to pap out best practices for implementing and launching a MA strategy • Methods for evaluating the best MA solution for your organization Carlos Hidalgo, Executive Director, Marketing Automation Institute	Beyond Deployment: Key Steps Along The Marketing Automation Journey More details > Winning with marketing automation only starts with the proper systems integration and deployment. Long-term success and adoption ultimately depends on your Marketing Team’s ability to fully leverage the capabilities of your marketing automation system and drive effective use of the system throughout your organization. In this dynamic, interactive workshop, you’ll learn exactly how to approach each key step along the marketing automation journey. The workshop starts with how to establish your Demand Funnel and then covers Lead Scoring, Nurturing, and Sales Alignment techniques. The session will cover how to develop personas and wrap up with KPI reporting and dashboards. See what success looks like by watching video case studies that take you behind the scenes to show you how it’s done. Have fun by teaming up with other workshop attendees to use the tools David and his team have developed for some of the world’s leading marketing organizations. You'll learn: • How to establish your Demand Funnel and Align with Sales • Video Case Study: What Success Looks Like – Concur Technologies • Creating Sales Efficiency Through Lead Scoring • Automating Marketing by Lead Nurturing • Building Personas and Automating Data Hygiene • Master Reporting: Establishing KPI’s and Dashboards • Interactive Workshops - Keep it Fun and Lively David Lewis, Founder & CEO, DemandGen International	Amplify Sales Through Social Referral Marketing More details > Word of mouth has always been a high-value marketing channel for brands; however, there wasn’t an easy way to automate and measure this traditionally offline process. With the increasing amount of consumer online sharing and conversations, brands have a new opportunity to identify their highly engaged, loyal customer advocates and turn them into “social advocates” – who in turn share their experiences and promote to their social communities. In this interactive session you will learn how to tap into a new powerful marketing channel, your customers. You will leave with practical knowledge on how to create and measure social referral programs that drive more qualified leads, higher value sales and rich social content. You'll learn: • Consumer behavior has changed and the marketing opportunity of social referral programs • Your customers can be motivated to become your best marketing and acquisition channel • To amplify awareness of your brand and improve SEO rankings through the creation of social content • Social referrals can bring measurable results to your business including: higher conversions, AOV, LTV and CTR • To leverage insights gained from your social advocates and referral programs to improve future marketing programs Nichole Goodyear, Strategic Advisor, Extole
Performance & Mobile Marketing	Ecommerce Affiliate Marketing for Merchants 101 More details > This workshop outlines all the most essential elements of how to plan, launch and run a successful affiliate marketing program for merchants. It addresses the major issues faced by new merchants coming into the space, as well as industry best practices for communicating with affiliates, negotiating placement of affiliate sites, recruiting "super affiliates" and much more. By the end of this workshop, merchants will have a greater understanding of whether an affiliate marketing program is right for their product and brand, how it can be integrated into their overall online marketing mix and what to do to make it succeed against all other affiliate programs in the same space. You will learn: • What affiliate marketing is and if it's right for you • How to plan your affiiate marketing program • Strategies for recruiting affiliate marketers • Affiliate activation, motivation, and communication • Essential key performance indicators Sarah Bundy, CEO, All Inclusive Marketing	Do You Have a Mobile PPC Advertising Strategy Yet? More details > Mobile technologies are changing our lives. Mobile shopping and search queries have experienced tremendous growth in just the past year, making it a prime opportunity to leverage for paid advertising. Advertisers can now target the fastest growing audience on the planet on their mobile devices and tablets across operating systems and mobile carriers. Learn how to integrate your current PPC strategies and forge ahead with new, powerful tips. Key takeaways include: • Learn how mobile search and ads are different • Current advertising options in Adwords • Mobile landing pages best practices and conversion tips • Conversion tracking options and KPIs • Future technologies to watch to keep your PPC on the cutting-edge Lisa Raehsler, SEM Strategy Consultant, Blg Click Co.	Mobile Marketing Boot Camp More details > The explosion of mobile internet usage has created both opportunities and challenges for marketers. Smartphone users, now armed with internet access and location-aware hardware everywhere they go, are demanding more of businesses -- greater awareness of their needs, greater ability to respond with personalized and time-and-location-sensitive offers, and more accessible and useful customer service presences. The key challenge for today's marketers is to learn how best to serve a newly-empowered customer base, in order to forge lasting customer relationships. In our session, we'll cover mobile-channel-specific strategies for marketers, as well as survey need-to-know tactical information regarding various platforms -- including mobile web and native apps -- as well as measurement and optimization techniques for mobile, in order to prepare marketers to engage a mobile customer base. Dave Wieneke, Digital Strategy Lead, ISITE Design Gene Ehrbar, Director of Mobile Solutions, ISITE Design
Essentials for Online Marketing	Digital Marketing Fundamentals More details > This full-day workshop track covers the fundamentals of online marketing, including website strategy, usability, search engine marketing, email marketing, online reputation management, and analytics. Come for hands-on exercises and real-world case studies, designed to provide you a well-rounded, big-picture understanding of how all these digital marketing elements work, so you can always make successful, informed decisions when you get back to the office. You will learn: • The digital landscape, stats, trends, and implications • How to utilize Google AdWords and other tools and strategies to reach marketing and revenue goals • SEO tools, strategies, and best practices • Proven methods for maintaining subscriber engagement and driving brand awareness • Key elements in a social media marketing plan, including a review of the major platforms and tools Kent Lewis, President, Anvil Media
Advanced Tactics & Cutting Edge Techniques	Building Blocks of SEO Success More details > A well-organized organic search optimization campaign is a core component of any online marketing initiative. During this 3-hour intensive session you will learn the building blocks of an ongoing, successful SEO campaign: • Keyword List Development – understanding and using your customer’s language • Architecture and Technology Optimization – Removing roadblocks to the engines • Onsite Content Optimization – Using your onsite content to send then right signals to the engines • Starting The Link Building Process– Why are links important in SEO and how to develop them • Use social media and the signals that it generates to improve your search position Laurie Beasley, President, Beasley Direct Marketing	PPC Campaign Performance More details > Paid per click search engine (PPC) marketing is a proven and effective way to quickly drive traffic and sales to your site. What used to be a fairly straightforward marketing channel has become increasingly complex as Google and Bing are adding features and targeting to deliver improved performance to advertisers. During this session you will learn how to: • Understand the starting points for an effective PPC campaign and how to get started • Develop a strong keyword list and understand how to successfully bid to meet your goals • Understand and use user intent to increase your ROI • Discover how Google+ is impacting ad costs Laurie Beasley, President, Beasley Direct Marketing	Advanced Email Marketing More details > It is harder than ever to get your email messages delivered and opened. This session will discuss how email use is growing despite social media. We’ll discuss the five stages of email viewing, and how to optimize your design for mobile, preview pane and blocked images. Learn how to write effective subject lines and how to get your email delivered in today’s environment of aggressive spam filters. We’ll discuss how to make your emails more personal and relevant, and how to use social and video to improve click through and conversions. In this session you’ll learn to: • Optimize your email design • Get your email delivered through spam filters • Grow Your List • Be More Personal, Relevant and Timely • Optimize Your Email for Social • Integrate Video Laurie Beasley, President, Beasley Direct Marketing
BtoB Digital Marketing 2.0	Prevent Social Media Stall Out More details > You’ve got Facebook fans, blog twice a week, have over 300 LinkedIn connections and even manage to throw stuff on the twitter feed, but what’s supposed to happen now? If your enthusiasm for social media is waning and you’re wondering how to infuse these marketing channels with purpose, look no further. Social Media Expert Sage Lewis will discuss how to bring new life into your established social networks and engage your audience to produce viral results that pay off. You'll learn: • What makes you so special? Learn tactics for understanding your unique audience in each channel. • Stop torturing your followers: Understand how to truly connect with users through shareable, relevant message. • Managing ducks, rows, and multiple ponds: Develop a system for optimal engagement by learning to organize and cross promote channels. • Beyond Facebook flu: Find out best practices for running viral campaigns through all your social media channels. • All about tools: Discover best tracking tools and methods + automation update tool pros and cons. Sage Lewis, President, SageRock Web Marketing Agency	Incorporating Video Into Your Online Marketing & Social Strategies More details > Video communicates a world about someone or an organization instantly, making it an excellent medium for building trust and credibility with your target market. In this workshop, you will learn how to put together completely credible videos, easily and effectively, including equipment tips and set-up, evaluating hosting partners, video syndication, podcasts, and more. You'll learn: • Straight-forward video production • Evaluating video hosting partners and avoid pitfalls all too common • Explore YouTube and some little-known benefits that you can leverage • Video syndication – options for setting it up and getting started • How to incorporate video into your website and blog • Additional Video content idea generation, with a quick setup of a market listening strategy that will help with content and video ideas. Kim Albee, CEO, Genoo, LLC	Facebook Marketing Deep-Dive: Executing Your Plan in 2012 More details > You've got a fan page, got some fans, and built up your social team. Now what? Learn what brands like Rosetta Stone, MTV, and even small companies are doing to harness the social graph to drive ROI. You'll walk away with actionable steps for your company that will be effective in a rapidly shifting landscape-- Facebook brand pages, Google Plus pages, LinkedIn company profiles, and so forth. This workshop will answer questions like: • What are the tactics that successful B2B marketers are using to generate traction on Facebook? • What is the value of a social-driven lead and how do you treat these differently than other channels? • What's the right combination of strategy, tools, and process for my business in 2012-- whether I'm starting out or have a strong social community already? • What are the best tactics to get buy-in from IT and other marketing departments to get resources and coordinate on social. • What are examples of failure on B2B social marketing and how can we avoid them? Sundeep Kapur, Evangelist, NCR Corporation Dennis Yu, Co-Founder & CEO, BlitzLocal

February 07, 2012

Time	Social Media & Content Marketing	Search & Display	Email & Mobile Marketing	eTail, Affiliate & eCommerce	Website Optimization & Analytics	Demand Gen, CRM & Intg. Strategy
7:30AM	Registration
8:00AM	Keynote Panel: Big Brands & Their Digital Marketing Plans Here how the world’s most respected brands are aggressively growing market share, social commerce, brand equity, and sales using digital channels as their lead marketing vehicles. In this roundtable interview, we'll discover proven best practices, discuss pitfalls to avoid, reveal insider tips and tricks, and learn about the the digital marketing tactics & tools that give these big brands the competitive edge. Crispin Sheridan, Sr. Director of Search Marketing, SAP Charlotte Blank, Social Media Manager, GM Paul Vallez, Director of Worldwide Search, HP.com Lauren Vaccarello, Director of Search, Display, & Social Advertising, Salesforce Aaron Kahlow, CEO, Online Marketing Connect (Moderator)
9:45AM	Social Media for Small Businesses This session will discuss why social media is important to SMBs, how they can better leverage it with measurement, and strategies for turning social insights into better business decisions. Jim Bennette, CEO, VisiStat	Local Lead Acquisition for Dummies This session will explore the various ways local businesses can leverage the internet to generate new customer leads, from group buying and check-in services to pay-per-call and Facebook ads. Kristopher B. Jones, Founder & CEO, KBJ Capital	The 10 Principles for a Good Email Campaign Learn the anatomy of an effective, revenue-optimized email campaign, starting with the absolute best practices you need to build your email program from. Ron Jones, President, Symetri Internet Marketing	Marketing in 2012: From Trend to Takeaway Based on Econsultancy’s most recent research and real world examples, this session will examine how to take advantage of changes in marketing technology, demographics and consumer behavior. Stefan Tornquist, VP, Research (US), Econsultancy	How to Convert More Visitors to Customers Jam-packed with specific examples and actionable ideas, this session will provide you with a proven framework that you can use to immediately increase your website conversion rates. Matt Dombrow, Master of Clickability, Clixio	Ignite the Pipeline with Personalized, Integrated Campaigns In this case study, we'll spur creative thinking for adapting demand generation strategies based on customer-centric approaches that break through the clutter to close sales. Marcie Lascher, Marketing Programs Director, Nuance Communications Lauren Goldstein, VP of Strategy, Babcock & Jenkins
10:45AM	A Social Strategy for and Around Your Customers Social Media can be a great conversation leveler - if used responsibly. Learn how to truly engage with your customers and marry your story with your customers needs. Todd Wilms, Sr. Director of Social Media Audience Marketing, SAP	Brand Community Case Study Discover how SEOmoz built a global B2B brand without placing a single paid ad, complete with actionable takeaways that enable you to immediately start or grow your own community. Gillian Muessig, President & Co-Founder, SEOmoz	Inbox is the New Portal Smartphone adoption and the daily deals explosion have made email more important, relevant, and engaging than ever. Find out how others are taking advantage of this email renaissance & how you can too. Seth Berman, Director of Global Marketing, BabyCenter	Affiliate Promo Codes to Drive Conversions & Slash Costs Todd will show advertisers and agencies how to control the use of promo codes by affiliates to drive more sales and leads while reducing costs. Dramatic - 200% level improvement - case studies included. Todd Crawford, Co-Founder, Impact Radius	Cisco Has "ESP" - Predicting With an 80% Accuracy Rate Who's Ready to Buy Learn how BusinessOnline built Cisco a methodology for analyzing the digital, multi-channel footprints prospects leave behind. This rich intelligence is used across sales and marketing to identify leads, shorten the sales cycle, find missed or lost opportunities, and in turn close business. Amanda Kahlow, VP of Consumer Intelligence, BusinessOnline	Landing Pages 3.0 Everyone has landing pages now, but this session will give you fresh ideas to make yours stand above the rest. Learn social embedding, page interactivity, Google Instant Preview, and more. Scott Brinker, Co-Founder, President, & CTO, ion interactive
11:45AM	Standout Social Media This session is a collection of practical, first-hand, actionable strategies and tactics based on case studies that will help businesses rise above the noise in social media. Mike Lewis, VP of Marketing & Sales, Awareness	SAP: SEO Secrets & What's Next for the Company Join this session for a full review of SAP's best practices for SEO, and find out what's coming next from the perennial industry giant. Crispin Sheridan, Sr. Director of Search Marketing, SAP	3 Practical Ways I Measure Social Metrics Join me for a case study of how I measure success for each one of these three metrics, and how the successful measurement of these metrics has helped me grow my social programs. Sundeep Kapur, Evangelist, NCR Corporation	The Science of Behavioral Targeting & Remarketing Learn the best practices for determining your core customers, choosing the right data partner, and using the most meaningful analytics to optimize your campaigns. Chris O'Hara, Strategic Partnerships Head, nPario Inc.	5-Step Conversion Optimization Testing How do companies like Electronic Arts, SAP, eBay, and Shutterfly.com increase their conversion rates by up to 400%? Find out how you can use their proven conversion optimization process today. Chris Goward, Founder & CEO, WiderFunnel	Optimize This: Integrating Social, SEO & Content Learn the principles and best practices of optimizing content and social media participation for better marketing performance. Lee Odden, CEO, TopRank Online Marketing
12:30PM	Lunch
2:00PM	How to Plan, Execute, & Measure Like the Pros Learn how to build a killer Facebook ad, create an engaging app, & drive rapid responses. You'll walk away with a practical knowledge of what to do despite limited staff, time, & resources. Dennis Yu, CEO, BlitzLocal	Enterprise SEO Tools: Execution, Strategy, & Case Studies Learn pros and cons of using various tools and walk through the strategy and competitive analysis required to properly “load” tools with the right data. Using tools for strategy and execution requires human strategy, and industry experience is paramount to success. Chris Boggs, Director of SEO, Rosetta Jim Yu, Founder & CEO, BridgeEdge	Customer Experience Marketing See how market leaders are connecting email marketing with social, mobile, and video to create experiences that drive business growth and build brands. Dave Wieneke, Digital Strategy Lead, ISITE Design	Revenue Attribution Models for Consumer Engagement Join us for a discussion on marketing best practices that highlight segmentation, offers, persistence, and converged story telling. Smriti Pradhan, International Marketing Manager, Dish Network	Named-Account Marketing for B2B Learn how Demandbase extended named-account marketing beyond email and onto their website, dramatically increasing engagement and conversions to ultimately drive sales. Christopher Harmon, Principal, The BAT Studio Greg Ott, CMO, Demandbase Jason Stewart, Director of Marketing, Demandbase	Measuring Beyond the Lead to Drive Revenue How can we use the customer buying process to bridge the marketing-sales divide and configure our marketing and sales systems? Find out in this actionable session. Laura Patterson, Author & President, Vision Edge Marketing
2:45PM	Break
3:15PM	Build Brand, Create Customers, & Excite Evangelists From this presentation, you will be armed with the inspiration and tools to take your current social media strategies to the next level. Kent Lewis, President, Anvil Media	Advanced Analytics Drive Dramatic Search Results In this session, we will detail how one of the world’s largest technology companies successfully uses “SEO-Intelligence” to close the data loop and know which keywords are driving revenue. Ray "Catfish" Comstock, Director of SEO, BusinessOnline Rob Cataford, VP of Customer Intelligence, BusinessOnline	Pipeline Economics: The Impact of Lead Nurturing Effective nurturing does not just happen; it takes careful planning and a deep understanding of the customer revenue impact. In this session, learn the key prerequisites, the 3 kinds of nurture campaigns, & more. Carlos Hidalgo, CEO, The Annuitas Group	Media Mix Modeling: Search, Social & Display Search Marketers do their jobs best when plugged into the bigger online media plan, as media and search are tied closely together. Learn how to move to a media mix model and drive business success. Kevin Lee, CEO, Didit	Live Landing Page Critiques Join Tim for this insightful, fun and unpredictable hour of unvarnished landing page critiques. Submit your site for review, or just watch and learn while other attendees take the heat. Tim Ash, CEO, SiteTuners	Engagement Through Innovative Search Features Learn how to build contextually relevant search experiences for your customers by implementing innovative features to improve customer loyalty and increase online sales. Paul Vallez, Director of Worldwide Search, HP.com
4:00PM	OMC Happy Hour 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!
5:15PM	Keynote: From Content to Customer Certainly by now marketers know that content marketing is vital for awareness and credibility, but how does it drive demand? This presentation will match content type, distribution channel and metrics to each stage of the "funnel." Filled with real world examples, the session will help marketers understand how to create content that not only fills attracts new leads, but also helps convert prospects into buyers. Joe Chernov, VP of Content Marketing, Eloqua
5:55PM	Keynote Panel: Why Video & UGC Matter to You Hear why video and user generated reviews, comments, and content are winning over the hearts and minds of the B2B and B2C customer. YouTube, Vimeo, BazaarVoice, Yelp, and Move speak candidly on the new era of marketing content and media. Simon Heseltine, Director, AOL Huffington Post Media Group Kevin Espinosa, eBusiness Platform Manager, Caterpillar Tom Wentworth, CMO, Ektron

Time

Social Media & Content Marketing

Search & Display

Email & Mobile Marketing

eTail, Affiliate & eCommerce

Website Optimization & Analytics

Demand Gen, CRM & Intg. Strategy

7:30AM

Registration

8:00AM

Keynote Panel: Big Brands & Their Digital Marketing Plans

Here how the world’s most respected brands are aggressively growing market share, social commerce, brand equity, and sales using digital channels as their lead marketing vehicles. In this roundtable interview, we'll discover proven best practices, discuss pitfalls to avoid, reveal insider tips and tricks, and learn about the the digital marketing tactics & tools that give these big brands the competitive edge.

Crispin Sheridan, Sr. Director of Search Marketing, SAP
Charlotte Blank, Social Media Manager, GM
Paul Vallez, Director of Worldwide Search, HP.com
Lauren Vaccarello, Director of Search, Display, & Social Advertising, Salesforce
Aaron Kahlow, CEO, Online Marketing Connect (Moderator)

9:45AM

Social Media for Small Businesses

This session will discuss why social media is important to SMBs, how they can better leverage it with measurement, and strategies for turning social insights into better business decisions.

Jim Bennette, CEO, VisiStat

Local Lead Acquisition for Dummies

This session will explore the various ways local businesses can leverage the internet to generate new customer leads, from group buying and check-in services to pay-per-call and Facebook ads.

Kristopher B. Jones, Founder & CEO, KBJ Capital

The 10 Principles for a Good Email Campaign

Learn the anatomy of an effective, revenue-optimized email campaign, starting with the absolute best practices you need to build your email program from.

Ron Jones, President, Symetri Internet Marketing

Marketing in 2012: From Trend to Takeaway

Based on Econsultancy’s most recent research and real world examples, this session will examine how to take advantage of changes in marketing technology, demographics and consumer behavior.

Stefan Tornquist, VP, Research (US), Econsultancy

How to Convert More Visitors to Customers

Jam-packed with specific examples and actionable ideas, this session will provide you with a proven framework that you can use to immediately increase your website conversion rates.

Matt Dombrow, Master of Clickability, Clixio

Ignite the Pipeline with Personalized, Integrated Campaigns

In this case study, we'll spur creative thinking for adapting demand generation strategies based on customer-centric approaches that break through the clutter to close sales.

Marcie Lascher, Marketing Programs Director, Nuance Communications
Lauren Goldstein, VP of Strategy, Babcock & Jenkins

10:45AM

A Social Strategy for and Around Your Customers

Social Media can be a great conversation leveler - if used responsibly. Learn how to truly engage with your customers and marry your story with your customers needs.

Todd Wilms, Sr. Director of Social Media Audience Marketing, SAP

Brand Community Case Study

Discover how SEOmoz built a global B2B brand without placing a single paid ad, complete with actionable takeaways that enable you to immediately start or grow your own community.

Gillian Muessig, President & Co-Founder, SEOmoz

Inbox is the New Portal

Smartphone adoption and the daily deals explosion have made email more important, relevant, and engaging than ever. Find out how others are taking advantage of this email renaissance & how you can too.

Seth Berman, Director of Global Marketing, BabyCenter

Affiliate Promo Codes to Drive Conversions & Slash Costs

Todd will show advertisers and agencies how to control the use of promo codes by affiliates to drive more sales and leads while reducing costs. Dramatic - 200% level improvement - case studies included.

Todd Crawford, Co-Founder, Impact Radius

Cisco Has "ESP" - Predicting With an 80% Accuracy Rate Who's Ready to Buy

Learn how BusinessOnline built Cisco a methodology for analyzing the digital, multi-channel footprints prospects leave behind. This rich intelligence is used across sales and marketing to identify leads, shorten the sales cycle, find missed or lost opportunities, and in turn close business.

Amanda Kahlow, VP of Consumer Intelligence, BusinessOnline

Landing Pages 3.0

Everyone has landing pages now, but this session will give you fresh ideas to make yours stand above the rest. Learn social embedding, page interactivity, Google Instant Preview, and more.

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

11:45AM

Standout Social Media

This session is a collection of practical, first-hand, actionable strategies and tactics based on case studies that will help businesses rise above the noise in social media.

Mike Lewis, VP of Marketing & Sales, Awareness

SAP: SEO Secrets & What's Next for the Company

Join this session for a full review of SAP's best practices for SEO, and find out what's coming next from the perennial industry giant.

Crispin Sheridan, Sr. Director of Search Marketing, SAP

3 Practical Ways I Measure Social Metrics

Join me for a case study of how I measure success for each one of these three metrics, and how the successful measurement of these metrics has helped me grow my social programs.

Sundeep Kapur, Evangelist, NCR Corporation

The Science of Behavioral Targeting & Remarketing

Learn the best practices for determining your core customers, choosing the right data partner, and using the most meaningful analytics to optimize your campaigns.

Chris O'Hara, Strategic Partnerships Head, nPario Inc.

5-Step Conversion Optimization Testing

How do companies like Electronic Arts, SAP, eBay, and Shutterfly.com increase their conversion rates by up to 400%? Find out how you can use their proven conversion optimization process today.

Chris Goward, Founder & CEO, WiderFunnel

Optimize This: Integrating Social, SEO & Content

Learn the principles and best practices of optimizing content and social media participation for better marketing performance.

Lee Odden, CEO, TopRank Online Marketing

12:30PM

Lunch

2:00PM

How to Plan, Execute, & Measure Like the Pros

Learn how to build a killer Facebook ad, create an engaging app, & drive rapid responses. You'll walk away with a practical knowledge of what to do despite limited staff, time, & resources.

Dennis Yu, CEO, BlitzLocal

Enterprise SEO Tools: Execution, Strategy, & Case Studies

Learn pros and cons of using various tools and walk through the strategy and competitive analysis required to properly “load” tools with the right data. Using tools for strategy and execution requires human strategy, and industry experience is paramount to success.

Chris Boggs, Director of SEO, Rosetta
Jim Yu, Founder & CEO, BridgeEdge

Customer Experience Marketing

See how market leaders are connecting email marketing with social, mobile, and video to create experiences that drive business growth and build brands.

Dave Wieneke, Digital Strategy Lead, ISITE Design

Revenue Attribution Models for Consumer Engagement

Join us for a discussion on marketing best practices that highlight segmentation, offers, persistence, and converged story telling.

Smriti Pradhan, International Marketing Manager, Dish Network

Named-Account Marketing for B2B

Learn how Demandbase extended named-account marketing beyond email and onto their website, dramatically increasing engagement and conversions to ultimately drive sales.

Christopher Harmon, Principal, The BAT Studio
Greg Ott, CMO, Demandbase
Jason Stewart, Director of Marketing, Demandbase

Measuring Beyond the Lead to Drive Revenue

How can we use the customer buying process to bridge the marketing-sales divide and configure our marketing and sales systems? Find out in this actionable session.

Laura Patterson, Author & President, Vision Edge Marketing

2:45PM

Break

3:15PM

Build Brand, Create Customers, & Excite Evangelists

From this presentation, you will be armed with the inspiration and tools to take your current social media strategies to the next level.

Kent Lewis, President, Anvil Media

Advanced Analytics Drive Dramatic Search Results

In this session, we will detail how one of the world’s largest technology companies successfully uses “SEO-Intelligence” to close the data loop and know which keywords are driving revenue.

Ray "Catfish" Comstock, Director of SEO, BusinessOnline
Rob Cataford,
VP of Customer Intelligence, BusinessOnline

Pipeline Economics: The Impact of Lead Nurturing

Effective nurturing does not just happen; it takes careful planning and a deep understanding of the customer revenue impact. In this session, learn the key prerequisites, the 3 kinds of nurture campaigns, & more.

Carlos Hidalgo, CEO, The Annuitas Group

Media Mix Modeling: Search, Social & Display Search

Marketers do their jobs best when plugged into the bigger online media plan, as media and search are tied closely together. Learn how to move to a media mix model and drive business success.

Kevin Lee, CEO, Didit

Live Landing Page Critiques

Join Tim for this insightful, fun and unpredictable hour of unvarnished landing page critiques. Submit your site for review, or just watch and learn while other attendees take the heat.

Tim Ash, CEO, SiteTuners

Engagement Through Innovative Search Features

Learn how to build contextually relevant search experiences for your customers by implementing innovative features to improve customer loyalty and increase online sales.

Paul Vallez, Director of Worldwide Search, HP.com

4:00PM

OMC Happy Hour

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!

5:15PM

Keynote: From Content to Customer

Certainly by now marketers know that content marketing is vital for awareness and credibility, but how does it drive demand? This presentation will match content type, distribution channel and metrics to each stage of the "funnel." Filled with real world examples, the session will help marketers understand how to create content that not only fills attracts new leads, but also helps convert prospects into buyers.

Joe Chernov, VP of Content Marketing, Eloqua

5:55PM

Keynote Panel: Why Video & UGC Matter to You

Hear why video and user generated reviews, comments, and content are winning over the hearts and minds of the B2B and B2C customer. YouTube, Vimeo, BazaarVoice, Yelp, and Move speak candidly on the new era of marketing content and media.

Simon Heseltine, Director, AOL Huffington Post Media Group
Kevin Espinosa, eBusiness Platform Manager, Caterpillar
Tom Wentworth, CMO, Ektron

February 08, 2012

Time	Content Marketing for Social Engagement	SEM & PPC Tactics & How-tos	Mobile Marketing	eCommerce & Shopping Cart Optimization	Measurement & Analytics	Demand Generation
8:00AM	Keynote: The Power of Like: How Brands Reach Fans and Friends Through Social Media Marketing While most brand marketers today are intensely focused on their social media efforts, many express frustration at the inability to quantify its value or incorporate it into their marketing mix. Specifically, many marketers are seeking a reliable way to measure the impact of their social media efforts on Fans and Friends-of-Fans using familiar marketing mix metrics like reach, frequency and GRPs. Elise Neel, VP of comScore Marketing Solutions, comScore
9:45AM	The Difference Between Good & Great Content Marketing Join me for an actionable sesion on the top 5 tactics for spinning a good story to sell your product. We'l Take a tour of how the world's best storytellers push leads and sales for top brands. Joe Pulizzi, Founder, Junta42	Thumbonomics: Social Networks are Search Engines Too! Learn the roadmap and the actionable tactics, tools and tips to "SEO" your Social Media for Search Engine Ranking! You will leave with an action plan and roadmap for 2012 for Social SEO and Mobile Marketing Findability. Heather Lutze, CEO & Founder, Findability Group & Author, Thumbonomics	SoLoMo: Social, Local, & Mobile Strategy This session will look at some best practices and case studies in how innovative companies are optimizing for the SoLoMo revolution. Lawrence Coburn, CEO, DoubleDutch	Panel: Leveraging Content Across Multiple Platforms Join three custom content marketers from leading edge companies who will teach how it’s done effectively. They will share case histories, strategies, best practices and ROI measurement. Frederica Wald, Director of Custom Media, American Express Publishing Corporation Cameron Brown, President, King Fish Media Brice Bay, CEO, EnVeritas Group	Myths & Facts about Digital Marketing Need specialized KPIs for executives? How closely should you look at conversion rates? What are best practices all about? This session covers some of the myths in digital marketing and web analytics and covers facts you should be aware of. Ali Behnam, Co-founder, Tealium Gary Angel, President, Semphonic	Integrated Online Marketing: Search, Social & PR Learn practical tactics for optimizing blogs, LinkedIn, Facebook, Twitter and YouTube in order to increase reach and engagement. TBA
10:45AM	How to Easily Manage Social Media Marketing for Campaigns This session will teach you how to incorporate social media into your campaign planning and execution, rather than have it be an after-thought, or a time-consuming yet unmeasurable activity. Kim Albee, President, Genoo	PPC to Social Media Advertising This workshop will teach you how to set up Facebook and LinkedIn advertising accounts, optimize your paid search settings, and implement the right best practices for social PPC success. Jamie Smith, CEO, EngineReady	Panel: Tablets, Apps, & the Future of Mobile: What's Working & What's Next? For media companies and marketers, a device that combines the computing power and large screen of a PC with the touch user interface and simplicity of a smartphone creates a very strong proposition. Find out why - and what you do to leverage those opportunities - in this actionable session from IAB. Philippe Browning, VP, Advertising and Operations, CBS Jay Flaherty, Sr. Director of Media Sales, GoldSpot Media Anne Frisbie, Head of North America, InMobi Kim Luegers, Director of Mobile & Emerging Media, Pandora Joe Laszlo, Sr. Director, Mobile Marketing Center of Excellence, Interactive Advertising Bureau	Sending the Right eMail to the Right Prospect at the Right Time When marketers email to people who are interested in their offers, those ads are more effective and generate higher returns. Come to this session to learn how to build your own relevance engine, no matter your marketing automation system! Brian Giese, Founder & CEO, True Influence	Using Data to Drive Marketing ROI Across all Channels Learn how a company like Workday – a pioneer of “Integrated Digital Marketing” - is leveraging customer intelligence data to beat the competition and maximize sales & ROI. Thad Kahlow, CEO, BusinessOnline	SEO 3.0: CRO for Search Marketing Join to learn what goes into an effective CRO campaign, including several case studies that have seen CRO success. You've already generated traffic; now it's time to monetize it! Kelly Cutler, CEO & Co-Founder, Marcel Media
11:45AM	Social Media Strategy Learn how great content, plus other people, minus marketing messages can rapidly grow your business. If you're starting a blog, this is your session. You'll learn the best processes for setting up and perfecting a blog on any platfom. Michael Stelzner, Founder, Social Media Examiner	Finding & Engaging Brand Influencers This session will cover how to locate influencers and engage them, tools and platforms to use, practical examples from the social front lines, and tips for applying these lessons to your own business. Adam Proehl, Managing Partner, NordicClick Interactive	Using Video in Email: A Case Study from Anritsu This Anritsu Company case study will discuss campaign results, challenges, and technical tips on making video work in various email and browser scenarios to help drive sale lead funnels. Siiri Hage, Marketing Programs Manager, Anritsu Company Laurie Beasley, President, Beasley Direct Marketing, Inc. David Beasley, President of Online Marketing, Beasley Direct Marketing, Inc.	How Successful Businesses Blog Learn practical ways power your blog with customer stories, how to re-purpose blog content for email campaigns, and tips for developing a sustainable and effective blogging strategy. Chris Baggott, Co-Founder & CEO, Compendium	Audience Evolution - Where Does The Audience Find Your Media Where audiences get their media is changing rapidly. These changes depend on the type of content you are pushing and to whom you want to be receiving that content. Michael will talk about how these can work with your message and how marketing departments are beginning to look and work a lot more like Agile Developers. Michael Pranikoff, Global Director of Emerigng Media, PR Newswire	The Definitive Guide to Metrics & Analytics Learn how to talk the talk of C-level executives in terms of forecasting and reporting, and walk the walk to the revenue table by leveraging metrics that matter. Jon Miller, VP of Marketing, Marketo
12:30PM	Lunch
2:00PM	It’s The Revenue, Stupid! In this session Srikant will discuss why most marketing efforts struggle to produce a direct impact on top-line revenue – and explain the blueprint to creating a smooth, reliable and accurate marketing engine that results in your and your team’s success. Srikant Sharma, President, Northbound DGS	Panel: Video, Mobile, Content, & Search Success Stories This panel offers case studies, tips, and tactics for gaining the most leverage from a video marketing campaign. Andjelika Martin, Web Marketing & Development, M Resort Spa Casino Las Vegas Mani Iyer, CEO, Kwanzoo Arnie Kuenn, President, Vertical Measures Casey Zeman, CEO, CaseyZemanOnline.com Bill Leake, CEO, Apogee Search	When Inbound Marketing & Automation Make a Great Team Inbound marketing and automation are often pitted against each other. In this session, Head will teach you seven ways to integrate, systemize and scale your marketing so you attract, capture and convert more customers. Greg Head, CMO, Infusionsoft	Unleasing the Power of Review Content This session will explore emerging marketing best practices that leverage review content. Learn how to use reviews to improve the impact of display, email, in-store, print, Facebook, and search marketing. Michael DeHaven, SEO Product Manager, BazaarVoice	Do You Suck at Web Analytics? Come to this session to see how the super-advanced organizations track and analyze things that you never dreamed possible, like visitor engagement, online merchandising, and more. Adam Greco, Senior Partner, Web Analytics Demystified	Panel: The Fundamentals of Online Marketing The world's top executives share the very best of their experience and expertise, boldly cutting to the heart of what it takes to drive dramatic, sustainable business success in 2012 and beyond. Steve Yeich, CEO, Local Splash Dax Hamman, Chief Revenue Officer, Chango Joseph Zuccaro, President, Allinio LLC Jason Cormier, Co-Founder, Room 214
2:45PM	Break
3:15PM	Social Media Analytics In this session attendees will learn how to find the ROI of their social media activities, the indirect benefits they should be measuring, and what tools they should be using to stay on top of it all. Taylor Pratt, VP of Product Marketing, Raven Internet Marketing Tools	Like it or Not: The Do's and Don'ts of Facebook Ads Using proprietary data and case studies, Aaron will cover 4 key areas of social advertising - KPI selection, attribution, targeting, and testing - for more successful Facebook ad campaigns. Aaron Goldman, Chief Marketing Officer, Kenshoo	Panel: Cross-Channel Marketing for Multi-Platform Content Marketing Hear from the industry leaders on how to market across all platforms and channels from iPads to mobile, offline to online and all elements in between. Josh Manion, CEO, ensighten Michelle Fitzgerald, Global Marketing Director, Zinio Jason Pinto, CMO, interlinkONE Jon Oakes, COO, L2 Inc.	Multi-Channel Attribution Success From analytics to marketing automation, learn how the world's leading companies like Adobe properly determine what maketing campaigns are influencing sales and why. Mikel Chertudi, Sr. Director of Online & Demand Marketing, Adobe	If You're Not Testing, You're Guessing Join us for an actionable session on testing and optimization tactics that help online marketers exceed business goals, empower their teams, and keep customers happy (and converting). Mark Simpson, President & Founder, Maxymiser	Empowering Revenue Performance Management This session explores Revenue Performance Management, a strategy for managing interactions with buyers through the entire buying process for more predictable and rapid revenue growth. Wrich Printz, President & CEO, L2 Inc.
4:00PM	Cocktail Hour: Time to unwind and let OMS buy you a drink!
5:15PM	Keynote: Marketing Automation - Delivering a Better Buyer Experience by Aligning Marketing with, well…Marketing! The email marketer, the demand generation manager, the SEO guru, the social media expert…today, none of these people can stand alone and be successful. With today’s buyer more educated and self-reliant than ever, in order to effectively drive revenue you must be everywhere your target audience is, all the time. Enter marketing automation. In this session, join Bryan as he outlines ways a marketing automation tool can help align the marketing department by automating engagement to provide this more personalized experience. Bryan Brown, Director of Product Strategy, Silverpop
5:55PM	Keynote Panel: Multi-channel Media in the Digital Age: How Consumption of Media, Advertising & Marketing Has Changed Forever and What to Do About It Hear from the industry leaders on how digital magazines, radio, video, and the web in general is in the 3.0 phase, including where the most success is being seen on these platforms. Mike Hodges, President & COO, U-T San Diego Mari Smith, Social Media Thought Leader, Speaker and Author, MariSmith.com Cheryl Goodman, Sr. Director of Marketing & Publisher Relations, Qualcomm MEMS Technologies Russ Glass, CEO, Bizo Kim Luegers, Director of Mobile Marketing, Pandora Casey Zeman, CEO, CaseyZemanOnline.com Scott Olrich, Chief Marketing & Sales Officer, Responsys

Time

Content Marketing for Social Engagement

SEM & PPC Tactics & How-tos

Mobile Marketing

eCommerce & Shopping Cart Optimization

Measurement & Analytics

Demand Generation

8:00AM

Keynote: The Power of Like: How Brands Reach Fans and Friends Through Social Media Marketing

While most brand marketers today are intensely focused on their social media efforts, many express frustration at the inability to quantify its value or incorporate it into their marketing mix. Specifically, many marketers are seeking a reliable way to measure the impact of their social media efforts on Fans and Friends-of-Fans using familiar marketing mix metrics like reach, frequency and GRPs.

Elise Neel, VP of comScore Marketing Solutions, comScore

9:45AM

The Difference Between Good & Great Content Marketing

Join me for an actionable sesion on the top 5 tactics for spinning a good story to sell your product. We'l Take a tour of how the world's best storytellers push leads and sales for top brands.

Joe Pulizzi, Founder, Junta42

Thumbonomics: Social Networks are Search Engines Too!

Learn the roadmap and the actionable tactics, tools and tips to "SEO" your Social Media for Search Engine Ranking! You will leave with an action plan and roadmap for 2012 for Social SEO and Mobile Marketing Findability.

Heather Lutze, CEO & Founder, Findability Group & Author, Thumbonomics

SoLoMo: Social, Local, & Mobile Strategy

This session will look at some best practices and case studies in how innovative companies are optimizing for the SoLoMo revolution.

Lawrence Coburn, CEO, DoubleDutch

Panel: Leveraging Content Across Multiple Platforms

Join three custom content marketers from leading edge companies who will teach how it’s done effectively. They will share case histories, strategies, best practices and ROI measurement.

Frederica Wald, Director of Custom Media, American Express Publishing Corporation
Cameron Brown, President, King Fish Media
Brice Bay, CEO, EnVeritas Group

Myths & Facts about Digital Marketing

Need specialized KPIs for executives? How closely should you look at conversion rates? What are best practices all about? This session covers some of the myths in digital marketing and web analytics and covers facts you should be aware of.

Ali Behnam, Co-founder, Tealium
Gary Angel, President, Semphonic

Integrated Online Marketing: Search, Social & PR

Learn practical tactics for optimizing blogs, LinkedIn, Facebook, Twitter and YouTube in order to increase reach and engagement.

10:45AM

How to Easily Manage Social Media Marketing for Campaigns

This session will teach you how to incorporate social media into your campaign planning and execution, rather than have it be an after-thought, or a time-consuming yet unmeasurable activity.

Kim Albee, President, Genoo

PPC to Social Media Advertising

This workshop will teach you how to set up Facebook and LinkedIn advertising accounts, optimize your paid search settings, and implement the right best practices for social PPC success.

Jamie Smith, CEO, EngineReady

Panel: Tablets, Apps, & the Future of Mobile: What's Working & What's Next?

For media companies and marketers, a device that combines the computing power and large screen of a PC with the touch user interface and simplicity of a smartphone creates a very strong proposition. Find out why - and what you do to leverage those opportunities - in this actionable session from IAB.

Philippe Browning, VP, Advertising and Operations, CBS
Jay Flaherty, Sr. Director of Media Sales, GoldSpot Media
Anne Frisbie, Head of North America, InMobi
Kim Luegers, Director of Mobile & Emerging Media, Pandora
Joe Laszlo, Sr. Director, Mobile Marketing Center of Excellence, Interactive Advertising Bureau

Sending the Right eMail to the Right Prospect at the Right Time

When marketers email to people who are interested in their offers, those ads are more effective and generate higher returns. Come to this session to learn how to build your own relevance engine, no matter your marketing automation system!

Brian Giese, Founder & CEO, True Influence

Using Data to Drive Marketing ROI Across all Channels

Learn how a company like Workday – a pioneer of “Integrated Digital Marketing” - is leveraging customer intelligence data to beat the competition and maximize sales & ROI.

Thad Kahlow, CEO, BusinessOnline

SEO 3.0: CRO for Search Marketing

Join to learn what goes into an effective CRO campaign, including several case studies that have seen CRO success. You've already generated traffic; now it's time to monetize it!

Kelly Cutler, CEO & Co-Founder, Marcel Media

11:45AM

Social Media Strategy

Learn how great content, plus other people, minus marketing messages can rapidly grow your business. If you're starting a blog, this is your session. You'll learn the best processes for setting up and perfecting a blog on any platfom.

Michael Stelzner, Founder, Social Media Examiner

Finding & Engaging Brand Influencers

This session will cover how to locate influencers and engage them, tools and platforms to use, practical examples from the social front lines, and tips for applying these lessons to your own business.

Adam Proehl, Managing Partner, NordicClick Interactive

Using Video in Email: A Case Study from Anritsu

This Anritsu Company case study will discuss campaign results, challenges, and technical tips on making video work in various email and browser scenarios to help drive sale lead funnels.

Siiri Hage, Marketing Programs Manager, Anritsu Company
Laurie Beasley, President, Beasley Direct Marketing, Inc.
David Beasley, President of Online Marketing, Beasley Direct Marketing, Inc.

How Successful Businesses Blog

Learn practical ways power your blog with customer stories, how to re-purpose blog content for email campaigns, and tips for developing a sustainable and effective blogging strategy.

Chris Baggott, Co-Founder & CEO, Compendium

Audience Evolution - Where Does The Audience Find Your Media

Where audiences get their media is changing rapidly. These changes depend on the type of content you are pushing and to whom you want to be receiving that content. Michael will talk about how these can work with your message and how marketing departments are beginning to look and work a lot more like Agile Developers.

Michael Pranikoff, Global Director of Emerigng Media, PR Newswire

The Definitive Guide to Metrics & Analytics

Learn how to talk the talk of C-level executives in terms of forecasting and reporting, and walk the walk to the revenue table by leveraging metrics that matter.

Jon Miller, VP of Marketing, Marketo

12:30PM

Lunch

2:00PM

It’s The Revenue, Stupid!

In this session Srikant will discuss why most marketing efforts struggle to produce a direct impact on top-line revenue – and explain the blueprint to creating a smooth, reliable and accurate marketing engine that results in your and your team’s success.

Srikant Sharma, President, Northbound DGS

Panel: Video, Mobile, Content, & Search Success Stories

This panel offers case studies, tips, and tactics for gaining the most leverage from a video marketing campaign.

Andjelika Martin, Web Marketing & Development, M Resort Spa Casino Las Vegas
Mani Iyer, CEO, Kwanzoo
Arnie Kuenn, President, Vertical Measures
Casey Zeman, CEO, CaseyZemanOnline.com
Bill Leake, CEO, Apogee Search

When Inbound Marketing & Automation Make a Great Team

Inbound marketing and automation are often pitted against each other. In this session, Head will teach you seven ways to integrate, systemize and scale your marketing so you attract, capture and convert more customers.

Greg Head, CMO, Infusionsoft

Unleasing the Power of Review Content

This session will explore emerging marketing best practices that leverage review content. Learn how to use reviews to improve the impact of display, email, in-store, print, Facebook, and search marketing.

Michael DeHaven, SEO Product Manager, BazaarVoice

Do You Suck at Web Analytics?

Come to this session to see how the super-advanced organizations track and analyze things that you never dreamed possible, like visitor engagement, online merchandising, and more.

Adam Greco, Senior Partner, Web Analytics Demystified

Panel: The Fundamentals of Online Marketing

The world's top executives share the very best of their experience and expertise, boldly cutting to the heart of what it takes to drive dramatic, sustainable business success in 2012 and beyond.

Steve Yeich, CEO, Local Splash
Dax Hamman, Chief Revenue Officer, Chango
Joseph Zuccaro, President, Allinio LLC
Jason Cormier, Co-Founder, Room 214

2:45PM

Break

3:15PM

Social Media Analytics

In this session attendees will learn how to find the ROI of their social media activities, the indirect benefits they should be measuring, and what tools they should be using to stay on top of it all.

Taylor Pratt, VP of Product Marketing, Raven Internet Marketing Tools

Like it or Not: The Do's and Don'ts of Facebook Ads

Using proprietary data and case studies, Aaron will cover 4 key areas of social advertising - KPI selection, attribution, targeting, and testing - for more successful Facebook ad campaigns.

Aaron Goldman, Chief Marketing Officer, Kenshoo

Panel: Cross-Channel Marketing for Multi-Platform Content Marketing

Hear from the industry leaders on how to market across all platforms and channels from iPads to mobile, offline to online and all elements in between.

Josh Manion, CEO, ensighten
Michelle Fitzgerald, Global Marketing Director, Zinio
Jason Pinto, CMO, interlinkONE
Jon Oakes, COO, L2 Inc.

Multi-Channel Attribution Success

From analytics to marketing automation, learn how the world's leading companies like Adobe properly determine what maketing campaigns are influencing sales and why.

Mikel Chertudi, Sr. Director of Online & Demand Marketing, Adobe

If You're Not Testing, You're Guessing

Join us for an actionable session on testing and optimization tactics that help online marketers exceed business goals, empower their teams, and keep customers happy (and converting).

Mark Simpson, President & Founder, Maxymiser

Empowering Revenue Performance Management

This session explores Revenue Performance Management, a strategy for managing interactions with buyers through the entire buying process for more predictable and rapid revenue growth.

Wrich Printz, President & CEO, L2 Inc.

4:00PM

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

5:15PM

Keynote: Marketing Automation - Delivering a Better Buyer Experience by Aligning Marketing with, well…Marketing!

The email marketer, the demand generation manager, the SEO guru, the social media expert…today, none of these people can stand alone and be successful. With today’s buyer more educated and self-reliant than ever, in order to effectively drive revenue you must be everywhere your target audience is, all the time. Enter marketing automation. In this session, join Bryan as he outlines ways a marketing automation tool can help align the marketing department by automating engagement to provide this more personalized experience.

Bryan Brown, Director of Product Strategy, Silverpop

5:55PM

Keynote Panel: Multi-channel Media in the Digital Age: How Consumption of Media, Advertising & Marketing Has Changed Forever and What to Do About It

Hear from the industry leaders on how digital magazines, radio, video, and the web in general is in the 3.0 phase, including where the most success is being seen on these platforms.

Mike Hodges, President & COO, U-T San Diego
Mari Smith, Social Media Thought Leader, Speaker and Author, MariSmith.com
Cheryl Goodman, Sr. Director of Marketing & Publisher Relations, Qualcomm MEMS Technologies
Russ Glass, CEO, Bizo
Kim Luegers, Director of Mobile Marketing, Pandora
Casey Zeman, CEO, CaseyZemanOnline.com
Scott Olrich, Chief Marketing & Sales Officer, Responsys

February 09, 2012

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 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
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 Marketing Wondering 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: Learn techniques for mapping search to social. Discover how to identify socially plugged-in authority users along classic lines of search conversion semantics history. Explore organic and paid social mashup tactics to leverage the data. Investigate data-driven friendiing tactics: Life & career altering perspective shifts regarding how community managers (and everyday people) can undertake programmatic outreach to connect with personal & business authority users and collect them as friends for fun and profit. Probe killer social media paid tactics to target the "whole user" in social channels. Consider new KPIs for measuring social media efforts, including "friend leads" and conversion. Marty Weintraub, Co-Owner & Founder, aimClear
10:00AM - 10:50AM	SEO Diagnostics For The Skilled Search Mechanic Many 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. Chris Boggs, SES Advisory Board; Director, SEO, Rosetta Cindy Yerkie, SEO/SEM Manager, HP.com	The Convergence of Search, Social and Content Marketing The Google Panda update just made great content critical. Social media is grabbing all the headlines. Search gets more powerful every year. But how do they all play together? How do you increase your odds of being found both in search and social media? 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. Lee Odden, SES Advisory Board; CEO, TopRank Online Marketing Arnie Kuenn, President, Vertical Measures	Spy vs Spy: Competitive Analysis An essential component of any search marketing plan is understanding the strengths and weaknesses of your competitors. This knowledge helps you comprehend what links to gain, ad prices to pay, content to offer and customers to seek. This session will take a close look at 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. Matt Van Wagner, President, Find Me Faster
10:50AM - 11:00AM	Interval
11:00AM - 11:50AM	Advanced Keyword Modeling Google Instant and Bing's intent-based results are creating a need for a new generation of keyword research, expansion and modeling techniques. This session will guide you through ways to integrate data from search, social and traditional media to identify new opportunities and revenue streams. Bill Hunt, SES Advisory Board; President, Back Azimuth Consulting	Local and Social: Trends and Tips for Growing your Business 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. 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. Paul Bruemmer, VP Partnership Development, Top Local Search Inc Chris Silver Smith, Director of Optimization Strategies, KeyRelevance	Paid Search Analytics And Multi Touch Attribution Analysis Have 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. Crispin Sheridan, SES Advisory Board & Sr Director of Search Marketing Strategy, SAP
11:55AM - 12:45PM	Search Marketing Power Tools Set: SEO and PPC Whether 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. Lisa Raehsler, Founder, SEM Strategy Consultant, Big Click Co. Miguel Salcido, Director of SEO and Social Media, Business.com	Developing a Video Optimization and Marketing Campaign YouTube 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. Greg Jarboe, President & Co-founder, SEO-PR Leslie Drate, Manager of Social Media, Cisco	Social Media Metrics: Measuring the Value to Your Business Social 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. Siddharth Shah, Senior Director, Business Analytics, Efficient Frontier
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. Simon Heseltine, Director of SEO, AOL	PPC Beyond Search: New Ad Formats, Display, and Social For some time, paid search campaign managers have been told to treat search campaigns and "contextual" ads, often managed through the same platform, as distinct targeting methods. But with the explosion of 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? Dax Hamman, Chief Revenue Officer, Chango	Advanced Data Analysis to Better Understand Search Performance Have 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: Segment data dynamically to understand performance Understand attribution at a much deeper level Do long tail keyword performance analysis across huge data sets very quickly Analyze data with unparalleled speed and accuracy Ray "Catfish" Comstock, Director of SEO, BusinessOnline
2:40PM - 3:30PM	Advanced Paid Search Tactics Your 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. Andrew Goodman, SES Advisory Board; President, Page Zero Media Paul Benson, Co-Founder, Synapse SEM	How to Optimize your Search Campaigns with Social Listening Social 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. Rob Key, CEO, Converseon	Meaningful SEO Analytics Everyone 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. Brent Chaters, Senior SEO & SEM Leader and Strategist Ryan Jones, Senior Search Strategist, Team Detroit
3:30PM - 3:40PM	Interval
3:40PM - 4:30PM	HTML5 for Search Learn 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. HTML5 also provides an app like experience across all mobile devices which is not constrained by particular mobile operating system app stores and can be used offline Although HTML5 won’t be fully finalized until 2014, the basic framework already exists and is part of most desktop and mobile browsers that you can take advantage of today and be ahead of your competition in search. Key Takeaways: Knowledge of HTML5 coding elements that will be major factors of search rankings Realizing HTML5 increases the performance of your site and decreases load time, which in itself is a search ranking factor Understanding how HTML5 replaces app development and provides better discoverability via search Michael Martin, Senior SEO Strategist, Covario	Social Media Marketing: Killer Facebook Ads For 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. Attendees will leave with actionable tips to: Master the Facebook Ads web UI and Power Editor. Target and segment "whole" Facebook users' "personas" with laser-sharp demographic precision. Write great copy and design ads that pop for B2C and B2B campaigns. Set the right KPIs, decipher the metrics, and check your success. Use Facebook's Ad Manager to successfully deploy, optimize and report. Understand feature sets and make decisions on which third party API tools to use for streamlining the process and scaling. Merry Morud, Online Marketing Account Manager, aimClear	Channel Surfing: Measuring Profit & ROI Across Channels Visitors 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. Morgan Vawter, Director of Analytics, MEA Digital

Full Schedule

Select a date to view that day's detailed schedule

Online Marketing Boot Camp

OMS Day 1

OMS Day 2

OMS Day 3: SES Search & Social Accelerator

Jump to a schedule date

February 06, 2012

Twenty-Seven Training Day Workshops to Choose From!

Choose a from any of these full-day and half-day workshops:

8:30AM - 11:30AM

12:00PM - 3:00PM

3:15PM - 6:15PM

Social Media

Brand Community Development & Management

From Blah to Blog: 6 Things You Need to Know for Blogging Success

Supercharging Your Facebook Marketing

Search Engine Marketing

Bing: More Bang for the Click

Conversion Rate Optimization: 5 Elements that Consistently Convert More Visitors to Customers

Advanced Keyword Research

Email Marketing

Email 3.0

Email Marketing Campaign Best Practices

Deliverablity Principles to Get to the Inbox

Demand Generation

A Marketing Automation Roadmap

Beyond Deployment: Key Steps Along The Marketing Automation Journey

Amplify Sales Through Social Referral Marketing

Performance & Mobile Marketing

Ecommerce Affiliate Marketing for Merchants 101

Do You Have a Mobile PPC Advertising Strategy Yet?

Mobile Marketing Boot Camp

Essentials for Online Marketing

Digital Marketing Fundamentals

Advanced Tactics & Cutting Edge Techniques

Building Blocks of SEO Success

PPC Campaign Performance

Advanced Email Marketing

BtoB Digital Marketing 2.0

Prevent Social Media Stall Out

Incorporating Video Into Your Online Marketing & Social Strategies

Facebook Marketing Deep-Dive: Executing Your Plan in 2012

February 07, 2012

7:30AM

Registration

8:00AM

Keynote Panel: Big Brands & Their Digital Marketing Plans

9:45AM

Social Media for Small Businesses

Local Lead Acquisition for Dummies

The 10 Principles for a Good Email Campaign

Marketing in 2012: From Trend to Takeaway

How to Convert More Visitors to Customers

Ignite the Pipeline with Personalized, Integrated Campaigns

10:45AM

A Social Strategy for and Around Your Customers

Brand Community Case Study

Inbox is the New Portal

Affiliate Promo Codes to Drive Conversions & Slash Costs

Cisco Has "ESP" - Predicting With an 80% Accuracy Rate Who's Ready to Buy

Landing Pages 3.0

11:45AM

Standout Social Media

SAP: SEO Secrets & What's Next for the Company

3 Practical Ways I Measure Social Metrics

The Science of Behavioral Targeting & Remarketing

5-Step Conversion Optimization Testing

Optimize This: Integrating Social, SEO & Content

12:30PM

Lunch

2:00PM

How to Plan, Execute, & Measure Like the Pros

Enterprise SEO Tools: Execution, Strategy, & Case Studies

Customer Experience Marketing

Revenue Attribution Models for Consumer Engagement

Named-Account Marketing for B2B

Measuring Beyond the Lead to Drive Revenue

2:45PM

Break