Before attending my first marketing conference I decided to consult an industry veteran, well known social media blogger, and fellow Ogilvy PR / 360 DI colleague, Rohit Bhargava. Rohit has spoken on and moderated several Search Engine Strategies panels, so he’s definitely a qualified teacher for a novice like myself. Here are some of his pointers for making the most of a day at SES:
- Have a back-up plan for which speakers/panels you want to attend each day in case you don’t like your first choice.
- Sit near the back so you can slip out to another session if you don’t like it or got what you need out of it.
- Choose a presenter or two to introduce yourself to.
- Hit up the expo hall to get some cool gear
- Look for vendors who offer something innovative and different
- Don’t try to write everything down. Just make note of the big ideas
As a favor for providing his expertise, I’ll be passing out some flyers created for Rohit’s book coming out soon, Personality Not Included: Why Brands Lose Their Authenticity – And How Great Companies Get it Back. Hopefully tommorrows Search Engine Strategies Expo will be a success and I will be able to develope my own list of tips for making the most out of such a day of learning. Here are some of the sessions I’m most excited about:
Social Search Track
Social Media Marketing – What is it and What is it Good For?
Marketing to and through social networks means humans are hot again. Not as directory editors; it’s Web 2.0 and your customers are in control. The old-fashioned media buy has gone bye-bye. Social Media marketing is fast emerging as a must-have in search strategies. Learn about the social search revolution, and hear case studies of how marketers have successfully promoted brands and products with it.
Vertical & Retail Track
Big Brand Search Strategies: Build Connections and Fuel Online Promotions
If 80% of web browsing starts with Search—and consumers are spending up to 50% of their media time online—then why are many major Brand companies spending on average only 2.5% of their media budgets online?
As consumers search, they are expressing their interest in specific categories, brands and interest areas. How can Brand companies better connect with these hand-raisers and how can they better leverage their offline media investments? And how can SEM dramatically improve those connections, conversion, brand health and volume rates?
Carol Kruse, VP of Global Interactive Marketing at The Coca-Cola Company will address what it takes for big brand companies to shift their marketing mix to align with new customer behaviors, putting more ad budget to Search and digital advertising.
Presentation topics include:
- Tips for how to win budget increases for digital advertising within Brand companies
- How Search acts as a bridge between offline advertising campaigns and online interactive experiences leading a customer to action
- How to increase brand connections and fuel online promotions by enticing customers with relevant, affinity and community based offers such as the Olympics, and Nascar
- Tips on how Search can amplify the effectiveness of online campaigns such as Display and Social Media to fully realize the opportunity for customer engagement
- How Search can drive direct marketing goals for customer loyalty programs such as My Coke Rewards
Social Search Track
Social Media Research: Informing Search Strategies
If search engines are tapping into human knowledge more widely through tagging, click through tracking, search history features and other methods, so can search marketers. Social networks, blogs, feeds, tagging, social bookmarking and immersive game environments provide 24/7 real-time focus groups. Learn how Buzzmetrics, Cymfony and others help quantify and reveal critical insights.
Stay tuned to find out what I actually learn…