Bend WebCAM Agenda

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Pre-Conference VIP Sponsor/Speaker Party: Wednesday, September 29 Sponsored by Pixelsilk & Smart Solutions Invite Only - 7:oo - 9:00 pm

Day 1: Thursday, September 30
Track Sponsors
Tracks		Left Brain Oxford Hotel	Hybrid Tower Theatre	Right Brain Oxford Hotel
8:30-9:00a	Registration and Check-In
9:00-9:30a	Welcome (Continental Breakfast – Tower Theatre Lobby)
9:30-11:00a	Keynote #1 - Tower Theatre The Best of Both Worlds - Goodby's Transformation to an Integrated Agency Mike Geiger, Chief Digital Officer, Goodby Silverstein & Partners
11:00-11:30a	Raffle & Break
11:30-12:45p	A	SEO 101 Andre Jensen	5 Steps To More Customers - Using Search Jeremy Sanchez and Responsible Search Marketing: A Precarious Balancing Act Jill Whalen	Toto, I Don't Think We're in Advertising Any More Cal McAllister & Ian Cohen
12:45-2:00p	Lunch (dine-around vouchers)
2:00-3:15p	B	Your Town SEO David Mihm	Communicating Website Vision Todd Nemet	Evolution of an Old-School Icon Paige Perdue & Sarah Kotlova
3:15-3:45p	Break
3:45-5:00p		Keynote #2 - Tower Theatre Lessons I Learned from the Man your Man Could Smell Like (Old Spice Campaign) Jason Bagley, Wieden + Kennedy Sponsored by: TBD Agency
5:30-7:30p	Brew Ha-Ha Party - Bourbon Street Restaurant (Bend WebCAM attendees only - ticket in your bag) Brought to you by: AudetteMedia, Smart Solutions & Sidestreet.com
7:00-9:00p	Ignite Bend 5 - Tower Theatre

Day 2: Friday, October 1
8:30-9:00a	Continental Breakfast – Tower Theatre Lobby
9:00-11:00a	Hot Seat Panel - Tower Theatre (Website Review & Critique) Right Brain: Ian Cohen (Wexley), Sarah Kotlova (Geary Interactive), Randall Schoonover (Great Society) Left Brain: David Mihm (GetListed.org), Jill Whalen (High Rankings), Derrick Wheeler (Microsoft) Moderator: Adam Audette (AudetteMedia)
11:00-11:30a	Raffle & Break
11:30-12:45p	C	SEO and Competitive Web Publishing for Small Business John Andrews	Managing Your Reputation via Search Engines and Social Media Kent Lewis	Design For Wonder Julie Beeler
12:45-2:00p	Lunch (dine-around vouchers)
2:00-3:15p	D	Going Global Using Search & Social Bill Hunt	Usability Shari Thurow	The Lonely Life of the Long-Distance Brander Scott Cowan & Randall Schoonover
3:15-3:45p	Break
3:45-5:15p	Closing Keynote - Tower Theatre “The History of SEO” Our panel includes pioneers like, Bruce Clay, Jill Whalen, Marshall Simmonds, Bill Hunt, Shari Thurow, Jeremy Sanchez, Andre Jensen, Derrick Wheeler, Disa Johnson and a few other special guests. Moderator: Mark Knowles
6:00p	First Friday (Downtown)

* Speakers, sessions, locations subject to change

Session Descriptions

Keynote	Welcome & Opening Keynote I – Tower Theatre The Best of Both Worlds - Goodby's Transformation to an Integrated Agency Mike Geiger, Chief Digital Officer, Goodby Silverstein, San Francisco, CA Long known as a creative and strategic powerhouse for culture-penetrating TV and print work, Goodby called on Mike to reinvent itself as a potent force for the digital age. In short order, it was named Interactive Agency of the Year at Cannes in 2009 and ultimately was honored as Adweek's Agency of the Decade.
A	SEO 101 Andre Jensen Does creating an XML Sitemap, discovering JavaScript Redirects, or crawling metadata got you running for a pint of local brew? Learn the Search Engine Optimization tactics you need to know in this easy-for-anyone-to-follow SEO 101 Session. Learn the basics of SEO in order to prepare yourself for the rest of what Bend WebCAM 2010 Left Brain Track has to offer.	5 Steps To More Customers - Using Search Jeremy Sanchez Search is not a tactic. Search is not a strategy. Content is a strategy which search is a vital - if not the vital - component. Learn how to build and leverage search into an integrated marketing strategy. I'll give you a planning framework that makes you think like your customer. Responsible Search Marketing A Precarious Balancing Act Jill Whalen As search marketers we have a great deal of influence on what people see when they’re looking for products, services and information as they go about their daily lives in the age of Google. We also have a duty to our clients and employers to increase their online exposure as well as their revenues. When you think about it, we are trusted with an amazing power. Our website recommendations can make or break a company’s bottom line. But where do we draw the line? If we know of a way to increase a website’s visibility that provides an “unfair” advantage do we do it? If we do, are we truly serving the needs of the people–or do the ends justify the means? 15-year SEO veteran and CEO of High Rankings, Jill Whalen, will discuss this precarious search marketing balancing act in this inspirational session that may have you re-evaluating your own best practices.	Toto, I Don't Think We're in Advertising Any More Ian Cohen & Cal McAllister
B	Your Town SEO David Mihm Each month, over 2.1 billion searches for local businesses, products, and services are performed on Google alone, making Local Search Engine Optimization one of the hottest topics in all of online marketing. Learn the basics of how Google and Bing's local search engine algorithms work, and strategies and tactics for targeting local keyword phrases, and how to maximize your business's visibility in this up-and-coming marketing channel.	Breaking Down The Silos Between Marketing, Development, and Designers, for Better Products, Audience Engagement, and Customer Acquisition Vanessa Fox Sometimes it seems like we all speak different languages. But marketing has great data for product development. A site's technical infrastructure is key to acquisition through organic search. Learn the key integration points between departments and a translation dictionary to help break down silos, share data, and really communicate.	Evolution of an Old-School Icon Paige Perdue & Sarah Kotlova How does an old-school brand in a low-involvement category approach new media opportunities? How are the marketers at WD-40 Company changing their approach and reshaping their communication tactics by relinquishing control? From a fear of YouTube to a brave new brand, WD-40 Company has made major strides in the digital space in partnership with their agency, Geary Interactive. Come learn how business needs translate to Internet strategies, momentum and a whole new world of customer activation. Come also learn the secrets of a productive and energizing relationship between an iconic brand and their agency, including tips, tricks and some dirty laundry.
Keynote	Keynote 2 – Lessons I Learned From The Man Your Man Could Smell Like - Tower Theatre Jason Bagley (Creative Director, Wieden + Kennedy) Since its launch in February, the Smell Like a Man, Man campaign has generated more than 1.4 BILLION impressions for the brand including 130 million video views! The first-of-it's kind Old Spice social-media response videos generated and unheard of 23 million views in just 36 hours. So what made the campaign so successful and what elements were in place that enabled them to become a viral sensation? Jason Bagley, Creative Director for Old Spice at Wieden + Kennedy, will share lessons learned from this successful campaign.
Panel	Hot Seat Website Review and Critique
C	SEO and Competitive Web Publishing for Small Business John Andrews Several times each year small businesses witness the shifting climate of Internet marketing. Search engines change their algorithms, web publishing technology advances, and Internet users adopt new forms of technology and "Social Media" as they redefine how the web fits into "Real Life". Small business success comes not from doing everything, but from doing what matters, and doing that efficiently. In a way, small business managers must learn to optimize the optimization process. In this session you will: - learn how to set business goals in web terms, and how to hold service providers accountable to business metrics - learn how to guide designers to be creative, but within the confines of practical requirements like SEO. - learn how some free open source platforms ultimately cost much more than not-free commercial alternatives - learn what motivates a web designer or web developer to do excellent work, and some things that cause them to get more expensive - learn why SEO is important from day 0 through tomorrow, and cost-effective if managed properly - learn why PPC and SEO are best friends, when managed smartly by the business paying the bills (instead of the vendor)	Managing your Reputation via Search Engines and Social Media Kent Lewis What are you doing to insure your brand is protected from negative blog posts, comments, ratings and reviews? Lewis will outline successful strategies and tactics to creating a strong positive brand presence and reputation in search engines and social media. From Google to Yelp, the presentation will outline best practices, helpful tools and incorporate real world examples. From this presentation, you will be able to develop and implement an effective online reputation management (ORM) program.	Design For Wonder Julie Beeler After years of co-productions with National Geographic, PBS, DreamWorks and the Smithsonian Institution, Julie's passion for combining compelling content with innovative interactivity has cultivated a unique area of specialization and brought Second Story international recognition as an industry leader. Julie will talk about her studio’s focus on the fusion of interaction, electronic media and the physical world. The evolution of interaction is expanding beyond the screen and as audiences continue to crave ever-greater control and personalization over the information, content and experiences they have, the interface between the digital and physical worlds is blurring. Giving definition and new forms to this "blur" is one of the exciting frontiers of this young, ever-evolving industry.
D	Going Global using Search and Social Bill Hunt Search engines offer marketers a tremendous opportunity to test opportunities and rapidly enter new overseas markets. Unfortunately, it is not just as easy buying ads in Google and hoping you will connect with international prospects. At this interactive session we will review the best practices marketers must follow to successfully leverage search to enter new markets. How to choose the markets to enter How to do keyword research in local markets How searcher behavior varies from country to country Factors to consider when localizing your site What are the technical issues you must consider to be indexed and rank well How to generate links to your international site How to manage sites in multiple markets and countries Review of the most common international business mistakes Bring your questions and concerns about entering global markets and get them answered.	SEO and Website Usability Shari Thurow A positive searcher experience is a fluid event that starts at a search engine and, if you’re lucky, ends with users accomplishing their goals on your website. Web pages can rank well but not convert. And user-friendly sites often have poor search engine visibility. In other words, usability is equally a part of a positive searcher experience as findability. Can a website be usable, findable, and credible? In this interactive session, Shari will show proven usability and SEO strategies for long-term results and profits.	The Lonely Life of the Long-Distance Brander Scott Cowan & Randall Schoonover The Running Superfans campaign tells the story of Karl and Carl Underwood, Running's #1 Superfans, metaphors for the lengths that Brooks will go to support runners and to champion the running experience. Using a carefully orchestrated mix of traditional and untraditional media to advance and provide depth to the transmedia narrative, the Superfans effort was a huge viral hit for Brooks among runners, the running blogoshere and the running press, with the videos alone amassing more than 3 million views. For a taste, go to runningsuperfans.com.
Panel	History of SEO Moderated by: Mark Knowles Join Mark Knowles and a special group of SEO veterans as we explore the History of SEO. We will uncover their humble beginnings, track some SEO roots, and take a glimpse of the future too. Our panel includes pioneers like, Bruce Clay, Jill Whalen, Marshall Simmonds, Bill Hunt, Shari Thurow, Jeremy Sanchez, Andre Jensen, Derrick Wheeler, and a few other special guests. Today this panel is responsible for the SEO work at major brands like, IBM, Cisco, Toyota, Microsoft, NY Times, Boston Globe, Time Warner, MTV, Disney, Nestle, etc. You get the idea… There are stories here you won’t want to miss.

2010 Bend WebCAM Agenda

Session Descriptions