hezilnuk@gmail.com/9200
www.searchenginestategies.com/sanjose/presentations.php

매년 산호세에서는 검색광고 관련 컨퍼런스가 크게 열리곤 한다.
우리나라와는 상황이 다른 부분이 없진 않으나, 전체적인 트랜드에 대해서 느낄 수 있는 곳이 아닐까 한다.
2006년에 처음 참가해 보고, 올해 참가해 봤으니 3년만인가...
느끼는 것은 3년전에는 광고 이야기 보다는 SEO/SEM 즉 홈페이지에 관련 검색어를 메타태그 또는 홈페이지내에 특정 키워드 삽입 등으로 구글의 검색 결과에서 상위에 노출 시키는 것에 Focusing 되어져 있었다면, 올해는 Paid Search, SNS 를 통한 SEO/SEM 에 포커싱 되어 있었다.

당연한 것은 홈페이지가 검색이 잘 되도록 홈페이지를 구축 하는 것보다, 돈 주고 상위에 노출 될 수 있는 키워드를 구매 하는 것이 쉽고 빠르게 결과를 볼 수 있는 방법일 것이다.
따라서 많은 SEO/SEM 업체들은 광고 효과가 좋은 광고 키워드 추천 및 판매 쪽으로 방향이 잡힐듯 하다. (물론 미국의 이야기 이다. 실제 우리나라의 광고 대행사 들은 이미 광고 키워드 판매 업체가 대부분이다. 물론 광고 효과 우선 보다는 자신들의 영업 이익이 우선시 되는 형태..)

특히, 주목할 부분은 Facebook, Twitter 등을 통한 광고에 대한 관심이다.
나도 아직 Twitter, Facebook 등에 대해서는 별로 사용해 본적이 없는지라 광고방법에 대해서는 아직 고민해 본적이 없다.
이 부분에 대해서는 좀더 많은 고민이 필요 할 수 있을것 같다.

참고로, 컨퍼런스 내내 많은 사람들이 Twitter 를하고 있었고, 그중 Tweeterdesk 라는 툴을 많이 사용하고 있었다.

또하나의 Key points 는
모바일 광고, 쇼핑 광고, 로컬 광고 이 세가지 이다.
역시 미국에서도 위 3가지가 신흥 광고로 대두 되고 있는듯 하였다.
특히 쇼핑 광고의 매년 성장은 기존 검색 광고 시장과는 많은 차이가 나게 성장 하고 있다는 ppt 를 볼 수 있었다. (PPT 제목이 몬지.... 잊어버렸다.. ㅠㅠ)

아래는 Speakers list 와 그들의 발표 자료 들이다.

블로그글을 잘 보면 발표 자료를 볼 수 도... ^^

Speaker Presentations

 

Please click on the name of the speaker whose presentation you wish to download. You will be asked to enter your e-mail address and SES San Jose badge ID. If you have difficulties accessing the presentations, please see the troubleshooting tips below.

Speaker presentations are posted as they become available. Due to issues of ownership and proprietary information some presentations (including all presentations by Google and Yahoo!) may not be available for download.

Your opinion matters! Evaluate your SES San Jose experience.


Tuesday, August 11, 2009

Introduction to Search Engine Marketing
Brad Geddes, Founder, bgTheory.com

How to Optimize for Search & Engage the Community
Greg Jarboe, President & Co-Founder, SEO-PR

Search: Where to Next?
Anne F. Kennedy, Founder Partner and CMO, Joblr.com, Managing Partner & Founder, Beyond Ink
Eli Goodman, Search Evangelist, comScore, Inc.
Carla Borsoi, VP, Research & Analytics, Ask.com
Chris Boggs, Director, SEO, Rosetta

Successful Site Architecture
Andy Atkins-Krüger, Managing Director, WebCertain Global Ltd

SEO for the Greater Good: Using Search to Find Missing Persons
Kathleen Fealy, President, KF Multimedia & Web, Inc.
Lt. Robert H. Rahn, (Retired), CEO & Director of Investigations, Mgmt Resources Ltd of NY

The View From the CMO's Office
Gina Poole, VP, IBM Software Group Marketing 2.0, IBM
Liz Miller, Vice President, Programs & Operations, CMO Council

Creating a Web Analytics Culture
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing
Feras Alhlou, President, E-Nor, Inc.
Ron Belanger, SES Advisory Board & Vice President of Worldwide Agency Sales, Omniture
John Marshall, SES Advisory Board & CTO, Market Motive

The Next Wave for Online Video
David Burch, Director of Marketing, TubeMogul
Gregory Markel, Founder/President, Infuse Creative, LLC

Turn Brain Science into Bucks: Incorporating Persuasive Messaging into Your Content Strategy
Graeme McLaughlin, Manager Digital Marketing, British Columbia Automobile Association
Heather Lloyd-Martin, CEO, SuccessWorks

How to Turn Your Web Analytics into a Money Making Machine
Jim Sterne, Chairman, Web Analytics Association<

Integration: The New CMO Imperative
Gary F. Spangler, Corporate E-Marketing, DuPont
Sam Decker, Chief Marketing Officer, Bazaarvoice, Inc.

SEO Tools of the Trade: What's in YOUR Toolbox?
Bruce Clay, President, Bruce Clay, Inc.
Michael Gray, Owner, Atlas Web Service
Horst Joepen, CEO, Searchmetrics Aaron Wall, Founder, SEO Book

Stop the Presses! How SEO Can Help Save the Publishing Industry
Ulli Muenker, Search Marketing Manager, BusinessWeek

Budget Migration: Going Digital Without Impacting Your Brand
Crispin Sheridan, Senior Director of Search Marketing Strategy, SAP Marketing

Meaningful SEO Metrics: Going Beyond the Numbers
Richard Zwicky, Founder & CEO, Enquisite
Jeff Ferguson, SES Advisory Board & Senior Director, Online Marketing, Local.com
Marc Engelsman, VP, Client Programs and Services, Digital Brand Expressions
Jamie Smith, CEO, Engine Ready
Ray "Catfish" Comstock, Senior Search Strategist, BusinessOnLine
Presentation

Beyond Googling: Where Will Your Customers Be Searching in Five Years?
Dixon Jones, Managing Director, Receptional LTD
Anne F. Kennedy, Founder Partner and CMO, Joblr.com and Managing Partner & Founder, Beyond Ink

Search Advertising 101
David Szetela, CEO, Clix Marketing
Matt Van Wagner, President, Find Me Faster
Mona Elesseily, Director of Marketing Strategy, Page Zero Media

Keeping it Local: The Convergence of Phones & Local Search
Michael Boland, Analyst, The Kelsey Group
Steve Espinosa, VP of Innovation, eLocal Listing, LLC
Gregg Stewart, SVP, Interactive, TMP Directional Marketing

Performance Pricing Models: What Every CMO Must Know!
Paul Wilson, Chief Revenue Officer, iProspect
Vivek Bhargava, Managing Director, Communicate 2
Andrew Beckman, President, Location3 Media

Launching a Global Website
Maura Ginty, Senior Web Manager, Web Content Team, Autodesk, Inc.


Wednesday, August 12, 2009

Small Voices, Big Impact: Social Media for the Little Guy
Jennifer Evans Laycock, Director of Marketing, SiteLogic
Billie Jo Waara, Director of Account Planning and Research, Lawrence & Schiller
Ron Jones, President/CEO, Symetri Internet Marketing

Keywords & Content: Search Marketing Foundations
Ari Levenfeld, Manager Client Services, Ask Sponsored Listings
Heather Lloyd-Martin, CEO, SuccessWorks
Jill Whalen, CEO, High Rankings

Duplicate Content & Multiple Site Issues
Marty Weintraub, President, aimClear

Igniting Viral Campaigns: Leveraging Consumer-Generated Content
Greg Finn, Director of Internet Marketing, 10e20
Brian Ellefritz, Senior Manager, Social Media Marketing, Cisco Systems
Barbara Coll, CEO, WebMama.com Inc.
Bill Leake, President and CEO, Apogee Search

Search on a Dime
Stoney deGeyter, President, Pole Position Marketing
Matt Van Wagner, President, Find Me Faster
David Mihm, Director and COO, GetListed.org

Landing Page Testing and Tuning
Tim Ash, President, SiteTuners

Four Paths to Success in a Tough Travel Economy
Roger Wong, Product Manager, Bing Travel
Benu Aggarwal, Founder & President, Milestone Internet Marketing

Social Media: Managing Conversations and Reputations When the User Is In Control
Dave Evans, VP, Digital Voodoo
Liana Evans, Director of Social Media, Serengeti Communications
Brian Kalma, Head of User Experience and Web Strategy, Zappos
Mike Volpe, VP of Inbound Marketing, HubSpot
Presentation

The Findability Formula: The Easy, Non-Technical Approach to SEM
Heather Lutze, CEO & Co-founder, Lutze Consulting

Turning Simple Change Into Big Profit
Lance Loveday, CEO, Closed Loop Marketing
Kayden Kelly, CEO, Blast Advanced Media

Real World Multivariate Testing
Ayat Shukairy, Co-founder, Invesp Consulting
David Sprinkle, Director of Paid Search, Acronym Media
Jim McDonald, Senior Manager - Search & CRM, Match.com

Social Media: White Hat vs. Black Hat
Beth Harte, Community Manager , MarketingProfs
Lee Odden, SES Advisory Board & CEO, TopRank Online Marketing
Dave Snyder, Co-Founder, Search & Social
Chris Bennett, President & Founder, 97th Floor
Presentation


Thursday, August 13, 2009

SEO Through Blogs & Feeds
Dixon Jones, Managing Director, Receptional LTD

Advanced Paid Search Techniques
Ari Levenfeld, Manager Client Services, Ask Sponsored Listings

Ads in a Quality Score World
Ken Miller, CEO, Anchor Intelligence

News Search SEO
Greg Jarboe, President & Co-Founder, SEO-PR

Advanced Keyword Research
Corey Perlman, President, eBoot Camp, Inc.

Independent SEM/SEOs: Issues & Answers
Kathleen Fealy, President, KF Multimedia & Web, Inc.
Yuval Marcus, Partner, Leason Ellis LLP

Storyteller Marketing: The Art of Storyteller Matches Up With the Business of Marketing
Sally Falkow, President, PRESSfeed
Brian Lewis, VP, Engine Ready

Brainstorming the Paid Search Super Tool
Eduardo Llach, CMO & Co-founder, SearchRev
Chris Zaharias, VP of North American Sales, SearchCenter, Omniture
Wister Walcott, Co-founder & VP of Products, Marin Software
Joshua Dreller, Director of Media Technology & Analytics, Fuor Digital

 

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