Online Marketing Summit 2010

8:00AM

Registration

8:30AM

Keynote: Social Media Heavy Weights, Weigh In

Hear directly from those influencing the future of Social Media: Facebook, Youtube, Yahoo! & Twitter will share insider insights on what tactics are working, and just as importantly, what tactics are NOT working. Learn what to expect across the Social Media landscape of next year and beyond.

• John Battelle, CEO & Founder, Federated Media Publishing Inc
• Aaron Kahlow, CEO, Online Marketing Connect
• Special "Surprise Guest" to keep you on your toes. You won't be dissapointed.

9:40AM

Coffee Break

9:50AM

Website Usability

Website Conversion & Usability Best Practices

You want conversions; they want information. Learn how to get what you want by giving them (your customers) what they are looking for. Learn how to put the known truths behind website usability to work for you.

• Paul Sherman, President Emeritas, Usability Professionals Association
• John Rhodes, Usability Guru

Demand Generation

Field Marketing 2.0: A New Catalyst for Buyer-Centric BtoB Marketing

This presentation will examine a changing BtoB marketing environment, where power has shifted from seller to buyer, and propose a new, holistic demand generation approach - field marketing 2.0 - for tackling this environment.

• Adam Needles, Director of Field Marketing, Silverpop

Search Engine Optimization

SEO 2.0 Leadership Forum

World renowned SEO Author, Blogger and personality, Rand Fishkin, CEO of SEOMoz, will lead a panel of leaders in Search to uncover the cutting edge strategies and advanced tactics that will provide any search marketer the competitive advantage in the ever evolving game we call Search Marketing.

• Jorie Waterman, Sr. VP of Search, MRM Worldwide
• Laura Lippay, Director of Technical Marketing, Yahoo!
• Marshall D. Simmonds, Chief Search Strategist, New York Times Co
• Michael Mothner, Founder & CEO, WPromote
• Lauren Vaccarello, Search Marketing Director, Salesforce.com
• Moderator: Rand Fishkin, CEO SEOMoz

10:45AM

Search Engine Optimization

Fundamentals of International SEO

Whether already have a global web presence or are looking to head in that direction, there are simple steps to ensuring your site is optimized for every language and locality. Avoid common localization mistakes and hit the ground running by localizing your SEO and website efforts.

• Ray "Catfish" Comstock, Sr. Search Strategist, BusinessOnline

Email Marketing

Email Marketing Case Study

Email is the fabric of our marketing efforts whether it be an invitation to a Facebook group or a campaign to generate sales. Integrating email into the marketing mix has created success for many of the top email marketers. In this session learn how these leaders took the integrated approach to drive 20 -50% gains.

• Joel Book, Director of eMarketing Education, ExactTarget

Web Content

Why Your Online Strategy always starts with Content

Looking for success in search?  How about social media?  Perhaps looking for greater customer engagement?  Well, it all starts and ends with a content marketing strategy. Our expert panel will discuss why and how a web content strategy will help you attract and retain customers, and help you ultimately choose the right online marketing tactics.

• Jon Wuebben, Author, Content Rich
• Arnie Kuenn, Founder of Arizona Interactive Marketing Association
• Mike Stelzner, Founder, SocialMediaExaminer.com
• Simon Kelly, Chief Operating Officer, Story Worldwide
• Lawrence Coburn, Founder, RateitAll
• Moderator: Joe Pulizzi, Founder, Junta42

11:50AM

Lunch

Lunch is provided by the Online Marketing Summit.

1:15PM

Social Media

Social Media Best Practices for Marketers Inside the Brand

Learn from a practical "how to" on managing blogs, Twitter and user-generated content while harnessing the power of your co-workers to drive content strategies and marketing engagement.

• Thomas Hoehn, Interactive Marketing, Eastman Kodak

Integrated Marketing

Integrated Marketing Strategy Case Study

What is integrated marketing? Intregrated marketing encompasses both the ability to coordinate multiple channels and activities to drive a consistent brand and campaign message as well as the ability to pull together data from multiple sources and manage your marketing as one coordinated operation. The end result is better execution and better efficiency.

• Sean Shoffstall, Director of Product Marketing, Ozone Online

Email Marketing

Email Leaders Forum

What are the trends and oppportunities for 2010 that you can't live without? What do "nurture" and "dialogue" mean in an era of portable, socially-connected digital experiences? What strategies are actually bearing fruit, and engaging subscribers? Find out from leaders in both B2B and B2C email marketing and deliverability who are practicioners as well as advisors. Be ready for some provacative discussions - as there is no one right answer for any best practice or trend, and these leaders never hold back.

• Jeanniey Mullen, CMO, Zinio
• Dylan Boyd, VP of Sales and Strategy, eROI
• John Harrison, Sr Vice President of Product Strategy and Client Services, Yesmail
• Susan Tull, VP Marketing, BlueHornet
• Morgan Stewart, Dir Analytics & Strategy, ExactTarget
• Moderator: Stephanie Miller, VP, ReturnPath

2:20PM

Social Media

Twitter, Tweeting Fundamentals

Using Twitter For Marketing: Insider Secrets From Geeky Data Analysis. So many talk about Twitter, less actually do something with it beyond signing up. Take a step back before moving forward and learn the basics behind the best uses of Twitter.

• Dharmesh Shah, Founder and CTO, Hubspot

Social Media

Social Media Inside The Brand: DuPont Case Study

Learn first-hand about the internal battles, struggles and success you can expect in the Wild West world of Social Media. Hear about the legal aspects of Social Media, how to develop a proper Social Media Marketing policy, and how to sell a "word of mouth" project internally.

• Gary Spangler, eMarketing, DuPont

Demand Generation

Sales 2.0 & Demand Generation Forum

Hear from the top thought leaders in Sales and Marketing Automation about new concepts in Sales 2.0. In depth discussions about strategies and technologies to properly execute a Sales 2.0 strategy will be at the top of the list.

• Parker Trewin, Director of Marketing Communications, Genius.com
• Kim Albee, CEO, Genoo
• Christelle Flahaux, Global Field Marketing, Ariba
• Michael Bird, CRO, NetProspex
• Moderator: Pelin Wood Thorogood, CEO Aegean Group

3:20PM

Afternoon Break

3:40PM

Website Usability

Landing Page Optimization Best Practices

"Conversion Ninja Toolbox" Learn the top 12 practical hands-on tools that can be used to quickly improve conversion rates.

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

Website Usability

How User Centered Design Can Increase Your Bottom Line

Hear from world-class marketing organization, BusinessOL, how focusing on customer needs drive revenue.

• Thanh Nguyen, Sr User Experience Director, BusinessOnline

Social Media

Social Media Leaders Forum

Get detailed with the thought leaders driving the Social Media space forward including the major social networks (i.e. Facebook & LinkedIn), tools (Radian6, Google Analytics , TweetDeck), strategists and brand marketers. Listen to the inside scoop on cutting edge Social Media tactics and strategies that can give you a competitive advantage.

• Chris Baggott, CEO, Compendium Blogware
• Lee Odden, CEO, TopRank
• Michael Senger, CEO & Founder, StoneMass
• Caitlin McCabe, Founder, WhiteLabel Marketing
• Ben Hanna, VP Marketing, Business.com
• Moderator: Jay Baer, CEO, Convince and Convert

4:40PM

Keynote Panel: Big Brands and their Biggest Plans Yet!

Get the inside scoop on how the world's biggest brands are driving success on the web. We put these brand marketers on the hot seat with YOUR tough questions. This is your chance to understand how the big boys leverage tens of millions of dollars for online marketing and what they have learned along the way.

• Wendy Aldrich, Director Global Media, Disney
• Brian Ellefritz, Sr Director, Web 2.0 Marketing, SAP
• Liza Tewell, Online Editor, REI
• Kevin Espinosa, eChannel Services, Caterpillar
• Leslie Reiser, Program Director, Interactive Marketing, IBM
• Brian Hovis, Online Advertising Manager, Intuit
  

5:30PM

OMC Cocktail Reception

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 San Diego Bay for Margaritas, Mojitos, Martini’s (beer and wine too). Guaranteed enjoyment or money back!

7:30PM

Exclusive Peer Networking Dinner

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

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

8:00AM

Special Morning Breakfast Session: Social Media in the Enterprise: 5 Keys to Creating Successful Experiences in 2010

With more than 90% of internet users on social media channels, social media is becoming a must-have in any enterprise. But what does that mean? What should a company focus on for best results? And how should it measure return on investment? In this session Ravit Lichtenberg will share her best practices for customer-centric enterprise social media strategy, discuss the ever-evasive ROI and why women are going to be at the core of social media in 2010

• Ravit Lichtenberg, Founder and Chief Strategist, Ustrategy Consulting

8:45AM

Keynote: Wharton Dispels Myths of Social, Viral and Online Marketing through Cold Hard Research 

Hear from Wharton's top minds on the ground breaking research they have done that dispels a lot of common myths when it comes to marketing on the web including the most recent buzz about Social Media effectiveness - be prepared for some surprising revelations!

• Steve Ennen, Director, Wharton Interactive Media Initiative
• Eric Bradlow, Vice-Dean and Director, Wharton Doctoral Programs

9:50AM

Coffee Break

10:00AM

Social Media

Social Media Measurement Best Practices

The Elephant in the Room: Social Media ROI. Walk through a real-world example of how to track ROI and simplify metrics. It really is possible and Mike Lewis will show you how.

• Mike Lewis, VP of Marketing, Awareness

Mobile Marketing

Understanding the Mobile Opportunity

Mobile is here to stay. In fact, it's taking over! This session aims to make sense of the mobile opportunity by defining mobile's reach and impact with consumers as an integrated marketing channel.

• Dan Flanegan, Founder, Brand Anywhere
• Thad Kahlow, CEO, BusinessOnLine

Online Advertising

Online Advertising & Video Leadership Forum

Publishing and online destination leaders like Google (Youtube), MSN, TechWeb and other vertical portals discuss what the future has in store for rich media and video.

• Rebecca Lieb, VP, EConsultancy
• David Rodecker, CTO & Founder, Relevant Ads Inc
• Kris Jones, President, Pepperjam Network
• Mike Hodges, Vice President, Interactive, The San Diego Union-Tribune
• Erik Matlick, CEO, Madison Logic
• Moderator: Rebecca Weeks Watson, VP Business Development, gWallet Inc

11:00AM

Search Engine Optimization

A 3-Step Program to Drive Your Business' Bottom Line Using Natural Search

Converting 'the promise' of SEO into business metrics (and dollar and cents). In this session you'll learn how to define real market opportunity that SEO offers your organization, how to demand business-centric SEO metrics from your search team, and create a company-wide culture that embraces SEO.

• Seth Besmertnik, CEO, Conductor

Integrated Marketing

Fundamentals of Web Marketing

Online marketing strategies have promoted long-term website success and enhanced visibility. Discover actionable ways to spark more website traffic immediately. In this session, you will learn tips and tricks to jump start your web marketing strategy.

• Frederick Vallaeys, Product Evangelist, Google AdWords
• Paul Markun, VP Marketing, Sitecore
• Nicholas Einstein, Dir of Strategic & Analytic Services, Datatran Media
• Kent Lewis, President, Anvil Media
• Moderator: Kelly Cutler, CEO, Marcel Media

Integrated Marketing

Integrated Marketing Forum

Hear from top traditional agencies, interactive agencies and their brand marketing clients as they demonstrate how Integration is executed and optimized.

• Erick Mott, Community Practice Leader, Lyris
• Paolina Milana, EVP Marketing/Media Operations, Marketwire
• Marilee Brusaschetti, Media Communications Manager, Jack in the Box
• Pawan Deshpande, CEO, HiveFire
• Kevin Akerman, Sr Director Global Product Development, Experian Marketing Services
• Moderator: Steve Latham, CEO, SpurDigital

12:15PM

Lunch Keynote: "How We Used Data to Win the Presidential Election"

Of the 129 million people who votes in the election last November, nearly 70 million voted for Barack Obama. Obama's popular vote percentage (52.9%) was the highest for Democratic presidential candidate since 1964 and his margin of victory as the largest ever for a non-incumbent. These are all astounding facts but they are just part of the story; a story about what went into securing those 70 million votes; a story about data.

• Dan Siroker, Co-founder, Spreadly & Former Obama Campaign Online Director

1:30PM

Social Media

Case Study: How to Use Facebook

Going beyond the basics: how Facebook can support every phase of your customer lifecycle.

• Michael Weisfield, Sr Social Media Strategist, BusinessOnline

Online Marketing

Acquiring New Customers with Email and Social Media

Marketers that tap into social networks to drive referral programs are seeing an exponential lift in results over non-social campaigns. By leveraging the latest technology and program strategy, marketers can easily identify and re-market to their biggest brand advocates, creating a powerful new segment that can extend the reach of existing online marketing campaigns.

• Kara Trivunovic, Sr Director of Strategic Services, Strongmail

Website Usability

Usability & Website Leadership Forum

Join this advanced discussion on how leading brands, usability strategies and UX tools are driving innovation and customer experience to the highest level.

• Bryan Eisenberg, Author, When Cats Bark
• Christelle Flahaux, Global Field Marketing, Ariba
• Eric Feinberg, Industry Director, ForeSee Results
• Enrique Gonzales, Web Analytics Manager,AARP
• Moderator: Thad Kahlow, CEO, BusinessOnLine

2:45PM

Demand Generation

Demand Generation Secret Sauce

Learn demand generation secrets in this detailed case study from one of the fastest growing companies today. We share innovative lead nurturing strategies, the latest lead scoring techniques, and the most critical metrics for measuring and forecasting the impact of demand generation on revenue.

• Jon Miller, Author, Modern BtoB Marketing Blog, Co-founder, Marketo

Online Advertising

Mustang Marketing: Ford's Case Study on the Potential of Interactive Advertising Done Right

Learn how Ford Mustang made a real impact online. with the Mustang being the most customized car in the industry, Ford leveraged the Mustang customization culture to promote the new model through an interactive and corresponding rich media customization campaign, which provides users the opportunity to customize and to create their own virtual 2010 Mustang. The results were astounding.

• Sarah Ripmaster, VP of Major Accounts, PointRoll

Web Analytics

Analytics Leadership Forum

"High School Sex" and Integrated Analytics - everyone's talking about it but is anyone really doing it?" Panel discussion about the benefits and challenges of integrating online and offline analytics.

• Bill Bruno, VP Business Development and Technology, Stratigent
• Ali Behnam, Co-Founder, Tealium
• Eric T. Peterson, Author, Web Analytics Demystified
• Matt Belkin, VP Visitor Acquisition, Omniture
• Moderator: Bill Leake, CEO & President, Apogee Search

3:15PM

Break

3:30PM

Analytics

Why Web Analytics Fail Marketers (And How to Stop Failing!)

Do you ever struggle to measure the effect of your online marketing investment? Have you ever asked for reasonable sounding information, only to be given huge spreadsheets or worse, blank states? Are you working for web analytics, rather than having web analytics work for you? If you are, trust that you are not alone, and come hear Eric T. Peterson, one of the most widely recognized experts on digital measurement in the world, explain what you're doing wrong and show you how to do better.

• Eric T. Peterson, Founder & Author, Web Analytics De-Mystified

Social Media and Branding

Brands Becoming Publishers Over Peer-to-Peer Communications

It's 2010 and your customers are now in total control. It's a new era of peer to peer communication and purchasing decisions are now being driven by content, not advertising. For brands to reach their targets and build true customer relationships they must distribute content and engage audiences across a wide range of fragmented digital media outlets, allowing the customer to be in control of the process. Are brands the new publishers?
The traditional content delivery model is breaking down and the line between publishers and brands is blurring. In this session, we will discuss this collision of content providers (publishers) and advertisers (brands), and the success factors brands must adopt in order to find their way into the consumer dialogue.

• Matt Goddard, CEO, r2integrated

Social Media

Using Social Media for eCommerce

Learn how to determine which social media efforts are right for your eCommerce web site and how you can use it to make money. Learn about the budget you’ll need (it’s not all free!), the timeframe, and the kinds of results businesses are seeing from social media. Leave this session knowing exactly how to get started in social media and find out what the must-haves are for any business looking to leverage social media for eCommerce.

• Maria Harrison, Principal, iClarity

4:30PM

Keynote Panel: The Future of Publishing, Advertising and All Things Online

Hear from the CEOs of some of the largest media companies and where they see the entire industry going and what they are doing about it.

• Tony Uphoff, CEO, Techweb (Web 2.0 Summit, Internet Week)
• Matthew Yorke, President, Strategic Marketing Services, IDG Communications
• Jennifer Van Grove, Associate Editor, Mashable
• Matt McGowan, VP & Publisher, Incisive Media (ClickZ, SES)
• Kristin Carroll, VP Media & Marketing, Active Network
• Merritt Colaizzi, Publisher, SmartBrief
• Moderator: Aaron Kahlow, CEO, Online Marketing Connect

5:30PM

Cocktails on the Bay: Join us for Mojitos, Margaritas, Martinis and Marketers

Join your fellow marketers for a meet-up at the renowned Barefoot Bar.

7:00PM

Free Night in San Diego & Sponsored Dinners

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

8:00AM

Registration

8:30AM

Morning Roundtable: SEM Then & Now: What's the Same? What's New?

If you entered a time capsule in 1999 and stumbled into a search engine optimization assignment in 2009, you'd be startled by an array of unfamiliar challenges. News flash: it's not all about title tags and meta keywords anymore. Reciprocal linking? Yawn. Search engines too stupid to index dynamic URL's? Not anymore. Join us for an industry insiders' peek at the future of paid and organic search as our panel of veterans update you on the latest trends you cannot afford to miss. P.S. Yes, title tags are still important.

• Nacho Hernandez, CEO, iHispanic Marketing Group
• Dana Todd, CMO, Newsforce
• Greg Jarboe, President, SEO-PR
• Kevin Ryan, CMO, WebVisible Inc
• Heather Dougherty, Research Director, Hitwise
• Moderator: Anne Kennedy, CMO, Joblr.com

10:00AM 

The Findability Formula: The Easy, Non-Technical Approach to SEM

To succeed in any business, you have to attract the right customers and persuade them to buy. But on the Internet, people only see what the search engines point to, and competition for top spots is fierce. So how do you ensure that your business gets found when prospects are searching for solutions? After this high-energy and informative presentation your head will be buzzing with new ideas and a greater understanding of how search engines find you, including what tangible steps you can take to direct a successful online marketing campaign.

• Heather Lutze, CEO, Findability Group

PPC vs. SEO: The Ultimate Search Marketing Battle

Finally see which search marketing tactic is the most cost effective, PPC or SEO. Watch these two heavyweights battle it out trying to prove who has the bragging rights to the best marketing tactic. Join us for this no-holds barred session where the SEO proponents square off against the PPC evangelists. Look for tons of action in this bout.

• Stacy Williams, Founder, Prominent Place
• Andrew Goodman, SES Advisory Board
• Richard Zwicky, CEO, Enquisite
• Matt Bailey, President, Site Logic Marketing
• Chris Boggs, Director of SEO, Rosetta
• Moderator: Brian Lewis, VP, Engine Ready

11:15AM 

Keywords & Content: Search Marketing Foundations

How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? Learn how to target the right terms in your paid and organic search marketing, and where these keywords should be used.

• Christine Churchill, President, KeyRelevance
• Ron Jones, President/CEO, Symetri Internet Marketing
• Ben Hanna, VP of Marketing, Business.com

Analytics for Search: ROI, Engagement & Attribution

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

• Richard Zwicky, CEO, Enquisite
• Matt Bailey, President, Site Logic Marketing
• Ray "Catfish" Comstock, Director of SEO, BusinessOnLine
• Stephan Spencer, VP, Covario
• Moderator: Matt Bailey, President, Sitelogic Marketing

12:30PM

Lunch

1:30PM 

Local Search Marketing Tactics

This session looks at ways search marketers are tapping into an audience using local search engines, online yellow pages and other local search methods.

• Ian White, CEO, Urban Mapping
• Steve Espinosa, VP of Innovation, eLocal Listing
• Peter Liefer, President & Founder, Primeview
• David Isaac Lewallen, Sr International SEO Engineer, BusinessOnline
• Moderator: Jeff Ferguson, Sr Director Online Marketing, Local.com

Seven Deadly Sins of Landing Page Design

Fix the obvious problems, now! Many landing pages suffer from a number of common landing page issues that hold back conversion. Landing page optimization expert and author Tim Ash will take you through common landing page mistakes and how to fix them. Following the presentation he will conduct a series of quick “Your Baby Is Ugly” landing page mini-critiques with audience volunteers.

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

2:45PM

Break

3:15PM 

PR, Social Media and Search

This session will cover how to integrate social media and search into your PR strategy. The panel will look at case studies like Dell’s Take Your Own Path campaign. They’ll examine the effect of Twitter and Facebook and how the statusphere is gaining ground. Learn why search is important to PR, where people are searching in social media and how all this affects your PR strategy.

• Dana Todd, CMO, Newsforce
• Lee Odden, CEO, TopRank
• David Klein, CEO, Purpose Inc
• Rand Fishkin, CEO, SEOmoz
• Moderator: Sally Falkow, President, PRESSfeed

YouTube & Video Optimization

Online video marketing is crucial in today's marketplace. More than 158 million Americans watched an average of 8.3 hours of online video during July 2009. That's more viewers than the 151.6 million Americans who watched Super Bowl XLIII, which reached the largest television audience in U.S. history. This solo presentation by the author of "YouTube and Video Marketing: An Hour a Day" will provide you with proven, practical guidelines for developing and implementing video marketing for your organization.

• Greg Jarboe, President, SEO-PR

Conference Over