It was perhaps the most successful campaign in history because it was the first to truly understand the power of the Web. From the very beginning, through the grueling primaries and the long showdown with McCain to the historic events of November 4th, hear the story from Emily Williams, online ad campaign manager for Barack Obama. Emily will conference in to a panel of search insiders, facilitated by Gord Hotchkiss, who will draw out the lessons for the online marketing industry. What was the online strategy? Did all go according to plan? What were the surprises? Did the web rewrite forever the rules for elections in America? 

As we integrate our online marketing strategies, it becomes more difficult to measure their total effectiveness. Our reporting has to be as multi-faceted and complex as our prospect’s behavior, spanning all channels, capturing their impact on each other and attributing conversion to the right trigger. How do you combine campaign performance data, competitive intelligence and customer research to give you a clear understanding of marketing effectiveness? Analytics thought leaders John Marshall and Esco Strong tackle the question that’s on the top of our attendees minds.
Dowload Presentation (ppt)

Now’s the time to deal with the data questions one on one with your fellow marketers. We break into groups determined by your marketing model: business-to-business, lead generation, portal, e-commerce or brand marketer. Each table will feature a table leader and vendor experts who will first determine the collective experience level of the table and then guide the discussion, adding their insights to ensure you get maximum value. We’ll be recording the sessions to allow you to focus on participating rather than note taking.

Round-table topics include:
eCommerce
Lead Generation
B2B
Brand Advertisers
Ad Supported Media/Portal Site

What do you do after you’ve covered the basics of organic optimization? How do you optimize beyond the website across your entire digital portfolio, including white papers, videos, blogs, podcasts, technical documents and interactive demos? How do you navigate the increasingly social side of the web and capture that all important link love? And how do you ensure that you don’t leave search indexibility behind as you move more towards the enhanced functionality offered by Ajax, Flash, Silverlight and other platforms? SEO experts Rand Fishkin and Todd Friesen take organic optimization far beyond 101.
Download Presentation (ppt)

Now it’s time to roll up your sleeves and share. Again, we break tables up for B2B, lead gen, media portals, e-commerce and brand marketers. This time, ask questions of our expert table leaders and share what’s worked to increase your organic visibility and what hasn’t. Again, the first step will be to determine the level of expertise of the group, then we will move beyond to ensure you walk away able to take your SEO tactics to the next level.

After SEO, we go right into the PPC Breakout. The table groupings are the same, but this time the topic turns to getting the most from your sponsored search campaigns. The format will be familiar by now. The table leaders and subject experts will determine where the group is and what they want to talk about. Then, we tackle the best management platforms and tools, budgeting tactics, testing frameworks and other ways to take PPC off autopilot and push ROI metrics to new heights.

Round-table topics include:
eCommerce
Lead Generation
B2B
Brand Advertisers
Ad Supported Media/Portal Site

Description located on the Workshops Page
Open to All Attendees
Sponsored by Enquisite

Skiing at Park City Mountain Resort
Offering 3300 acres of varied ski & snowboard terrain, Park City Mountain Resort is a favorite of experienced skiers and snowboarders. SKI magazine readers voted it one of the top ten resorts in North America.  Join your fellow Search Insiders for an afternoon of fun in the snow!

Snowmobiling at Garff Ranch
Guided snowmobile tours take place on the Garff Ranch, spanning over 7000 acres of pristine open lands on which to snowmobile.  Beautiful scenic views of the Wasatch Mountains make this an adventure you won’t want to miss!

Open to All Attendees
Sponsored by Microsoft Advertising

Description located on the Workshops Page
Open to All Attendees
Sponsored by Vantage Media
Download Presentation (ppt)

No one can deny the dominance of Google in search. But increasingly, that domination is spreading to every facet of online. What does that mean for marketers? How will Google’s virtual monopoly of the primary connection point with prospects affect you, now and in the future? What are the implications of Google’s efforts in mobile and the introduction of the Chrome browser? Will anyone ever have a real chance of catching Google? Our Power Panel:  Danny Sullivan, SEMPO President, Jeff Pruitt, and John Tawardros and moderator and Search Insider Gord Hotchkiss explore the virtual reality of the Google Universe.

What are the developments you should be paying attention to in the next few years? What’s the next big thing in Search and online marketing more generally? This panel will explore emerging areas like mobile, local, social and multimedia. Where/how do these advertising platforms overlap with search? Will any of them grow to be as big as the search market is today? Who are the major innovators? What’s the right marketing mix? Answers from David Berkowitz and his panel of online marketing visionaries. 
Download Presentation (ppt)

It’s time now to join your peer marketers in exploring the practical implications of this morning’s discussion topics. What does the Google Universe mean for marketers? How are marketers using mobile and other emerging technologies today, and what are their plans for both the near and the far future?  Is this the time to start investing your budget or should you hold off? Again, you’ll be divided into groups so you’re talking to other marketers who have the same questions you do.

Round-table topics include:
eCommerce
Lead Generation
B2B
Brand Advertisers
Ad Supported Media/Portal Site

We tend to think of search as a channel, but in actual fact, it’s a connector. Search tends to act as the link between offline promotion and online research. While most other marketing tactics are channels, search is a verb that connects a lot of dots online. In this panel, we look at what it takes to move search to the center of your strategy, leveraging it’s full effectiveness. Not only does search-centricity require changes in your approach to marketing, it also requires a new organizational marketing map. Moderator Jenn Mathews and her panel look at how to move search front and center.
Download Presentation (pptx)

A bit of a change in our breakouts this time, as we break into agency, marketer and publisher groups. This time, we look at successful search integration examples from these three perspectives.  What are the success factors? What are the pain points? How does an organization move towards creating the necessary foundations for successful search integration? The goal is to walk away knowing the steps you need to talk to leverage search’s power as a connector.

Round-table topics include:
Advertiser
Agency
Publisher

Description located on the Workshops Page
Open to All Attendees 
Sponsored by Platform-A
Download Presentation (ppt)

Skiing at Park City Mountain Resort
Offering 3300 acres of varied ski & snowboard terrain, Park City Mountain Resort is a favorite of experienced skiers and snowboarders. SKI magazine readers voted it one of the top ten resorts in North America.  Join your fellow Search Insiders for an afternoon of fun in the snow!

Tubing at Gorgoza Park
Skiing and riding aren’t the only ways to have fun in the snow. Experience the thrills of Gorgoza Park, featuring a lift-served, lighted tubing hill.  Let the convenience of one of three lifts take you to the top of the hill. Then, enjoy the unpredictable thrills of sliding down the mountain on an inner tube.

Open to All Attendees
Sponsored by Compete.com

Description located on the Workshops Page
Open to All Attendees
Sponsored by Omniture

It seems to be a common theme. Marketer’s wish their agencies understood them and their needs better. In turn, agencies wish marketer’s expectations were set a little more realistically. Both agencies and marketers sometimes get frustrated with the publisher’s level of responsiveness. And the publisher’s wish both marketer’s and agencies had a better understanding of their situation. In any relationship there are communication problems and this triangle is no exception. In this session, we let a representative from each take their turn to state their case and issue their wish list.

Each side has had their say, now it’s your turn during this breakout to see if we can find middle ground in this triangle. Come up with actionable ways of improving your odds for success with your search partners. Discuss how to maximize your relationships, no matter what side of the triangle you’re on.

Round-table topics include: 
Advertiser
Agency
Publisher

How do you participate in the online discussion about your organization? What are the communication guidelines? Who carries your part of the conversation? What are the online communities and channels to focus on? How do you align organic conversations with official communication guidelines that seem to have been written for a long bygone place and time? And, of course, how do you leverage all this for search? These are the questions we were told were top of mind for many marketers today, and the ones we’re tackling in these round-table discussions.

Round-table topics include: 
Advertiser
Agency
Publisher

 Your in-house hosts guide you through an intensive group of discussions just for in-house marketers. This is the chance to tackle problems such as hiring an in-house search team (and retaining them), creating a climate conducive to search success, getting buy-in from above, integrating SEO and SEM, reducing channel conflicts and anything else that’s on your mind. We wrap up the Summit with an intensive forum for high-powered brand-to-brand conversations.

Round-table topics include: 
Advertiser
Agency
Publisher