TopRank Online Marketing
Lee Odden

SES San Francisco: 360 Degrees of Optimization #SESSF

By Lee Odden     Search Engine Strategies

Optimize 360 SES San FranciscoAs one of the original and largest conferences with a focus on search engine marketing, SES content runs the gamut of strategies and tactics to help marketers improve their performance. This isn’t an easy task in a world where platforms like Google and Facebook can change the rules from one minute to the next.

SES may have had it’s roots in search marketing, but like the “best of the best” search engine marketers, SES has adapted to the changing marketplace and evolved content offerings including: mobile, social, content marketing and big trends like Big Data.

The notion of optimization is increasingly viewed as a holistic approach that can impact discovery of content to anyone that is looking.  That bigger picture view of marketing performance optimization is something you’ll find in the tracks, presentations and tactics at SES San Francisco. It’s a real 360 degree view of what it means to optimize digital marketing to achieve any kind of marketing goal with any audience on any platform.

Speakers at SES San Francisco represent a range of deep industry expertise including: Bill Hunt, Anne F. Kennedy, Bryan Eisenberg, Mikel Chertudi, Andrew Goodman, Chris Boggs, Matt Bailey and Crispin Sheridan, (some of my SES Advisory Board fellow members) as well as brands including: Red Roof Inn, BabyCenter, Adobe, Radian6, Microsoft, Google, LinkedIn, Facebook, SAP, Deloitte Consulting, Procter & Gamble, Lyris, AOL, NCR, Cisco and the Oakland Raiders.

Conference Details:

SES San Francisco
August 13-17, 2012
Moscone West
Event Website
Registration

Along the lines of the “Optimize 360″ idea, Google’s Avinash Kaushik will be giving the opening keynote: “Business Optimization in a Digital Age”. We’ve covered Avinash’s keynotes before, including a video interview. You can see he’s very enthusiastic and an engaging speaker and thought leader – you don’t want to miss it.

There are many, many other sessions to choose from to learn more about optimizing your online marketing effectiveness. In fact, each day of the conference there are 6 tracks with 4 sessions each so you’re sure to find something each hour to fit your interests.

I’ve been attending SES conferences fo about 7 years and I always come away with good information. As a longtime media sponsor of SES, we’ve been liveblogging sessions at multiple events each year and that alone is a great way to get more value from attending a conference. To make sure you get the most out of SES or any conference, be sure you read this post:  “5 Ways to Optimize the Business Value of Attending Conferences“.

Whether you’re looking for introductory or advanced content on SEO, Paid Search, Social, Mobile, Local, Content or Analytics – SES San Francisco has a track or session for it. If you’d like a deep dive on those topics, there are many pre-show and post-show workshops that you can sign up for.

I would recommend SES San Francisco for companies that want to bring multiple members of their team up to speed on a mix of search, social, content and advertising topics. If you coordinate things right, you can bring back a massive amount of knowledge to share with the rest of your company. And for individuals, SES is a really useful conference for networking as well as gaining information on current trends and tactics.

For my part, I’ll be giving a presentation about B2B Content, SEO and Social Media. Our agency, TopRank Online Marketing, has provided optimization services to well known B2B marketers like Marketo, PRWeb, Radian6, StrongMail and a $100 billion Healthcare Technology company. We’ve learned A LOT over the past 5+ years of working with these companies and I’ll be sharing many of those insights at SES San Francisco.  Here are the details on that presentation:

Optimize B2B Content across the Sales Cycle – Wed Aug 15th, 9 am
With today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices. The mass adoption of social platforms has facilitated a revolution of B2B information access, sharing and publishing. Now more than ever, guiding business customers on their journey through the sales cycle requires an integrated approach to content, optimization and social media marketing. This session will help solve that challenge by providing:

  • A framework for sales funnel optimization for specific customer segments
  • Case studies on developing content, optimization, promotion and measurement for search and social media
  • Practical examples for optimizing Awareness, Interest, Consideration, Purchase, Retention and Advocacy
  • Key performance indicators that lead to business outcomes with an integrated approach
I will include information from our recent Integrated Online Marketing survey. Plus I’ll have a few copies of my book, Optimize, to give away.

On top of all this, there are the Experts Roundtable forums covering 32 different topics from SEO to SoLoMo to PPC to Analytics topics.  To finish things off are the special events which include the opening night “meet and greet”, the ClickZ Connected Marketing Awards and of course, the INFAMOUS Search Bash where Sumo suits are often seen.

But wait, there’s more! TopRank Marketing liveblogging expert, Ashley Zeckman (@azeckman) will be covering sessions along with her liveblogging protoge, TopRank Account Manager Alexis Hall. That dynamic duo will be liveblogging and tweeting sessions at SES San Francisco each day of the event.  Be sure to follow them and the @toprank account for updates.

Are you attending SES San Francisco? What sessions are you most looking forward to?


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