Executive seminars (Dag 1: 14. September)
På årets SEM konferanse vil du kunne delta på executive fordypnings seminarer, hvor du får muligheten for å lære, stille spørsmål og diskutere problemstillinger innenfor ulike temaer innenfor søk med noen av de beste fagpersonene i bransjen. Du kan velge blant fire seminarer før lunsj og fire etter lunsj.
Agendaen for denne dagen er:
| 08.00 – 09.00 | Registrering, kaffe og te |
| 09.00 – 12.00 | Executive seminar 1 - 4 |
| 12.00 – 13.00 | Lunsj |
| 13.00 – 16.00 | Executive seminar 5 - 8 |
| 16.00 | SEM Networking |
Executive seminar 1: Kl: 09.00 – 12.00
Kjøpsguidens ABC for SØK
Å kjøpe søkemotorannonsering- og optimaliseringstjenester kan være vanskelig. Markedet er uoversiktlig og tilbud er ofte vanskelige å sammenlikne på grunn av ulik terminologi, betalingsmodeller og innhold i leveranser.
Bransjerådet for Søkemotormarkedsføring (
www.brasok.no) vil i dette innlegget gi gode råd og tips til hvordan du sørger for en ryddig innkjøpsprosess, enten det gjelder for annonsering eller optimalisering. Du blir en mer kompetent kjøper av søk-tjenester!
Program:
Kjøpe tjenester eller bruke interne ressurser?
En del nettsteder velger å ansette egne eksperter på søkemotormarkedsføring, andre kjøper eksterne tjenester. For noen vil det være en kombinasjon av begge deler. I denne innledningen veier vi for og mot å utvikle interne ressurser og du får du en gjennomgang over hva du bør legge vekt på i en slik vurdering.
Bakgrunnsjekk av tjenestetilbydere
Når du skal gå til innkjøp av tjenester er det lurt å ta et utvalg leverandører, for å be om et tilbud på de tjenestene du har behov for. Da er det viktig å gjøre litt forberedelser og undersøkelser, slik at du ikke ender opp med å kjøpe noe annet enn det du har behov for.
Her får du noen råd, for best mulig å forsikre deg om at leverandørene er seriøse og leverer riktig kvalitet.
Betalingsmodeller - fordeler og ulemper
Tjenestetilbydere har ofte ulike betalingsmodeller for samme typer tjenester. Men hvilken egner seg best for deg og dine behov? I denne delen får du en gjennomgang av de vanligste betalingsmodellene for søk-tjenester.
Kontrakter og formelle avtaler
Kontrakter og avtaler for kjøp av søk-tjenester kan være vanskelige å lese. Hvilke rettigheter har du som kjøper? I denne delen vil gå gjennom viktige punkter som eierskap til annonsekontoer, avtaleperiode, ulike former for garantier og leveransens innhold.
Rapportering
Hva kan du forvente av rapportering fra leverandøren? Hva må du selv kunne for å lese rapportene for å holde oversikten? I denne delen vil vi forklare de vanligste begrepene som brukes i rapportene og gi deg gode holdepunkter for dialogen med leverandøren.
Foredragsholdere:
Agnete Tøien Pedersen, Qualité Search Marketing
Monica Arthurson, Eniro
Jørgen Helland, Halogen
Eivind Savio, Halogen
Lars Berge, Online Services
Executive seminar 2: Kl: 09.00 – 12.00
Introduction to Search Engine Optimisation (NO)
 | | This executive seminar will be held by Roar Eriksen, Daglig leder, Reaktor Click |
Executive seminar 3: Kl: 09.00 – 12.00
Advanced Paid Search Tactics (ENG)
 | | This executive seminar will be held by Andrew Goodman, President, Page Zero Media |
Executive seminar 4 : Kl: 09.00 – 12.00
TBA
Executive seminar 5: Kl: 13.00 – 16.00
Digital asset optimization beyond search – Next Generation SEO (ENG)
DAO is the next step in optimizing content for the dynamic web environment.
Your online presence is an important part of business, but only if you can be found. Digital Asset Optimization ensures that search engines pick up all of your content: videos, animation, podcasts, message boards, maps, images, and other non-text based files. Images from the last product launch can play an essential role on Google Image search and manuals in word can lower the load on support. Not forgetting social media such as Facebook, Twitter, the Company blog, Digg and Sphinn to mention few. Every search engine now offers media specific searching for users. Implementing Digital Asset Optimization helps the search engines notice all your online content and everything from file names to meta-tags and HTML files to PDF files and Image labelling through Google Webmaster tools.
Digital asset optimization plays a role when it comes to holistic usage of the Internet as a marketing and communication channel. In this executive seminar Kristján Már Hauksson is going to show you how you can improve your online presence with DAO
 | | This executive seminar will be held by Kristjan Mar Hauksson, Director of Search, Nordic eMarketing |
Executive seminar 6: Kl: 13.00 – 16.00
PPC Optimization: The Road to Recovery (ENG)
Over $10 Billion dollars were spent on Pay-Per-Click advertising last year. A portion of that came out of your pocket. Are you satisfied you're getting the maximum return on investment from it? Do you find it more and more challenging to continually increase your PPC effectiveness?
Google's Chief Economist Hal Varian estimates that the average AdWords advertiser sees about $2 in revenue for every $1 they spend. That means that if you have margins of less than 50% on your products, you may be losing money. Only about 2% of Google AdWords advertisers will get the type of return on investment that makes continuing worthwhile. Are you part of that elite group?
PPC management can be costly and overwhelming. Never have 95 characters seemed so simple, yet proven so challenging. In this intensive workshop, you will learn tips, tricks and processes to increase your ROI and make your PPC investments worth continuing.
You'll learn how to increase your PPC advertising ROI by 3x while mastering:
· The 7 most common PPC mistakes to avoid
· 4 hot metrics you should be monitoring and including in your monthly reports
· A powerful 3 step process to increase Click-Through-Rates (CTR) and relevancy of your ads and landing pages
· How to boost your Quality Score rankings and lower CPC costs
· The simple technique that will make you stand out from your competitors
· A 12-Step process to optimize and improve your PPC management process
 | | This executive seminar will be held by Bryan Eisenberg, Professional Speaker, Best Selling Author, Online Marketing Authority |
Executive seminar 7: Kl: 13.00 – 16.00
How to build a social media strategy (ENG)
Many companies finally begins to recognize the need to invest into social media and many of them are willing and able to dedicate some internal staff to the matter. On the other hand, many companies have absolutely no idea WHY they need a social media strategy. They just feel the pressure to get involved and hope something will come from it. Unfortunately, that's no way to build a strategy. What good does it do to invest time and money into a blog, Facebook, Twitter, YouTube or any other number of social media outlets if you have no goals, no measurement and quite frankly, no idea why you're there.
What companies need to do is embrace the benefits of social media while very carefully thinking through the goals of their outreach efforts. Different goals will require different strategies. Taking a shotgun approach of simply trying to "get out there" will rarely result in a solid payoff. It's far better to sit down and carefully consider what your company's goals are and to build backward to create a strategy that's most likely to meet those goals.
This seminar will give you the steps to bild your company´s social media strategy
- We will sett up goals and break them down into supportive goals and tactics.
- You will get a top level overview of some of the different types of social media outlets (microblogging, blogs, social networks, etc) and the key ways to leverage them.
- At the end of this exclusive seminar, Jennifer will talk about how we can track the microgoals of a campaign to allow us the ability to make campaign changes more quickly to improve results.
 | | This executive seminar will be held by Jennifer Laycock, President, SugarSpun Marketing |
Executive seminar 8: Kl: 13.00 – 16.00
Search Analytics (ENG)
Is analytics a boring, frustrating and confusing experience?
Do you wish you knew what was important to track and why?
Analytics has a bad reputation for being boring, arduous and repetitive work. Real analytics is not any of those things. Liberate your quest for actionable information with this session that will help you transform your business. Learn the concepts that will enable you to gain actionable information and see exactly "what's going on" within your website.
Who should attend?
This session is targeted for marketing managers, IT professionals, small business owners, or anyone that has been tasked with getting actionable information out of Google analytics. While Google does provide some helpful information, some people have to learn by seeing and having a helpful hand to guide them in developing and getting the best out of their website. If your organization needs more out of analytics than "unique visitor reports", this is the session for you.
Agenda:
Numbers and their origin
Re-learning analytics
Understanding the User
Analyzing the user
Finding what works
7 steps to better analysis and reporting
Learn to:
- Identify user intent, expectancy and the resulting behavior
- report numbers correctly
- develop effective reporting tactics
- defend your findings
- create effective and memorable reports
- measure ROI of marketing efforts
Build your business:
- analyze patterns of user behavior
- connect analytics with your SEO to experience amazing results
- connect analytics with design to find obstacles
- use analytics to find opportunities
 | | This executive seminar will be held by Matt Bailey, President and Founder of SiteLogic |
