Search Engine Marketing for the Times
A Practical Guide to Mastering Strategy + Performance in a Tough Economy

UPDATE! Four Special Workshops by Industry Thought Leaders and Search Practitioners Added:

• Bill Hunt, Neo@Ogilvy and Global Strategies International
• Jorie Waterman,MRM Worldwide
• Keith Hong, Click Assist, Clickable
• Matt McGowan, Incisive & Marc Englesman, Digital Brand Expressions

Attendance capped at 125, limited space, RSVP today
Light refreshments served throughout

212NYC invites you to join a special and informative evening for a deep look at Search Engine Marketing today. This event is for agencies only and is geared toward managing Search in these turbulent economic times. Our lead sponsor on the event is Search Engine Strategies.

The evening’s program will embark on a guided conversation on how to play smart and efficient during a time when performance is everything – but when one must stay strategic and mindful of the brand’s bigger picture. The take-away will be how to establish excellent, high-ROI Search, in this economy.

Kick-off: Thought Starter Panel
We will kick off with a panel session led by Rebecca Lieb, vice president of Econsultancy's US operations.  Rebecca is an expert in interactive marketing and advertising, was formerly editorial consultant and contributor to The ClickZ Network, after serving as its editor-in-chief for over seven years. For a portion of that time, Rebecca ran Search Engine Watch and is a steady force and deeply respected voice on the industry speaking circuit. She has just published a book entitled “The Truth About Search Engine Marketing.”   On this evening, she will lead a discussion with a panel of respected strategists, practitioners and some of the savviest and storied search marketers in the industry. In addition to a close look at case studies, the panel will delve into topics such as:

• Evolved approaches when budgets are tight – what was possible then and now
• Best practices for the here and now when every dollar counts – topics such as strategy/opportunity scoping/keyword approaches/planning; creative and messaging; landing page development and linking; campaign management and optimization; reporting and analysis
• Investment strategies, requirements for tuning your operations for this era and positioning for the future

Rebecca will be joined specifically by Mike Grehan of Acronym, Crisipo Sheridan of SAP, and Mark Schwartz of Steak NYC. The group will explore strategy, market intelligence and best practices as they relate to successful client work.

Mike Grehan is the Global KDM Officer of Acronym Media, a Top 10 Search and Keyword-Driven Marketing™ Agency located on the 55th Floor of the Empire State Building in New York City.

An undisputed search marketing expert, Mike is also one of the industry's pioneers, having been involved in online marketing since 1995. His extensive knowledge of conventional marketing, combined with his technical skills and understanding of search engine algorithms, has helped many top firms improve their visibility on search engines and directories over the years.

Mike is also a highly sought-after industry speaker and thought-leader. He has been the Chair of both the Search Engine Strategies (SES) and eMetrics conferences and is a regular on the search engine marketing speaking circuit. For this special panel discussion, he will be joined by one of his clients, Crispin Sheridan, SAP, Search Marketing Strategy, Global Demand Generation Services. Crispin will share stories of learning and success in integrated Search Marketing.

Crispin Sheridan is the Senior Director of Search Marketing Strategy at SAP Marketing in New York.  As part of the Market and Demand Management Strategy team, he is responsible for overall Search Marketing Strategy, SEO execution, Search Infrastructure, Partner Search Enablement and Inbound Web Inquiry handling.  Working with SAP’s social media team, Crispin has leveraged social media tools for demand generation including Facebook and AddThis.  Crispin has also been a guest speaker at the e-Metrics Summit, AdTech San Francisco, SES New York, and is a member of Google’s B2B Technology Council.

Mark Schwartz is Managing Partner at Steak NYC. He is responsible for generating and managing new business across the whole of Steak's portfolio of digital services. Mark has over 18 years experience in marketing and business development, in particular search marketing, database marketing and the wider digital field.

Prior to joining Steak, Mark worked at TMP Directional Marketing, developing interactive solutions for clients in the local search space. Mark was instrumental in developing the go-to-market strategy for TMP's search business and addressing the marketing needs of a diverse and large scale client-base.

In 2006 Mark joined Reprise Media as Vice President of Sales and where he learned the intricacies of search marketing and online reputation management. Prior to Reprise, Mark spent more than ten years in the database marketing industry at Donnelley Marketing, and other companies of note. He started his marketing experience with Subaru of America, gaining knowledge of the core concepts of integrated multi-channel marketing and database management. In addition, Mark is a frequent guest lecturer on the topic of Digital Marketing at Columbia University's Executive MBA programs.

Practical Sessions
After the panel, there will then be a sequence of practical how-to discussions focused on key methodology and tools. You will choose which you would like to join. We will cover an array of topics such as:

• Deciding Strategy and Building Plan When Every Move Counts/Incorporating SEO to Make Your Budget Deliver
• Best Practices in Keywords and Creative When Performance Leads
• Innovations in Campaign Management and Optimization
• Getting to World-class Reporting and Analysis, Without Breaking the Bank

A week prior to the event, with your confirmed attendance, you will be asked to choose which practical session you would like to attend. And, you will have a chance to confirm upon arrival.

Closing Mingle
We will wrap up the evening with brief half-hour mingle session, a chance to interact with panel, break-out leaders and other participants. Refreshments will be served.

The lead sponsor of “Search Engine Marketing for the Times,” Search Engine Strategies, will provide information on upcoming conferences of interest to our members on the evening of May 13, including SES Toronto and OMS.