Sneak previews of Online Marketing Summit 2010 and SES San Diego

Online Marketing Summit 2010 gets underway in San Diego this week. And Day 3 of the event features a Search Engine Strategies Forum also known as SES San Diego 2010. Here are some sneak previews.

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Image representing John Battelle as depicted i...

Image via CrunchBase

On Day 1, the morning keynote is entiled “Social Media Heavy Weights, Weigh In.” John Battelle, CEO and Founder of Federated Media Publishing Inc., Aaron Kahlow, CEO of Online Marketing Connect, and a special “surprise guest” will share insider insights on what tactics are working, and just as importantly, what tactics are NOT working in Facebook, Youtube, and Twitter.

At the end of Day 1, the keynote panel is entitled “Big Brands and their Biggest Plans Yet!” Get the inside scoop from Wendy Aldrich, Director Global Media at Disney, Brian Ellefritz, Sr Director of Web 2.0 Marketing at SAP, Liza Tewell, Online Editor at REI, Kevin Espinosa, eChannel Services at Caterpillar, Leslie Reiser, Program Director of Interactive Marketing at IBM, and Brian Hovis, Online Advertising Manager at Intuit.

On Day 2, there’s a special morning breakfast session entitled “Social Media in the Enterprise: 5 Keys to Creating Successful Experiences in 2010.” Ravit Lichtenberg, Founder and Chief Strategist at Ustrategy Consulting, will share her best practices for customer-centric enterprise social media strategy, discuss the ever-evasive ROI and why women are going to be at the core of social media in 2010.

Next, the morning keynote is entitled “Wharton Dispels Myths of Social, Viral and Online Marketing through Cold Hard Research.” Steve Ennen, Director of Wharton Interactive Media Initiative, and Eric Bradlow, Vice-Dean and Director of Wharton Doctoral Programs, will discuss the ground breaking research they have done that dispels a lot of common myths when it comes to marketing on the web, including the most recent buzz about Social Media effectiveness.

The lunch keynote is entitled “How We Used Data to Win the Presidential Election.” Dan Siroker, Co-founder of Spreadly and Former Obama Campaign Online Director, will retell the story about what went into securing the 70 million votes for Barack Obama in 2008. It’s a story about data.

I talked with Siroker at SES Chicago 2009, and you can watch my video interview below to get an idea of what he will say at OMS 2010.

Social affiliate marketing and analytics by Dan Siroker, co-founder, Spreadly, at SES Chicago 2009

The afternoon keynote panel is entitled “The Future of Publishing, Advertising and All Things Online.” The CEOs of some of the largest media companies will talk about where they see the entire industry going and what they are doing about it. This includes: Tony Uphoff, CEO of Techweb (Web 2.0 Summit, Internet Week), Matthew Yorke, President of Strategic Marketing Services at IDG Communications, Jennifer Van Grove, Associate Editor at Mashable, Matt McGowan, VP and Publisher at Incisive Media (ClickZ, SES), Kristin Carroll, VP Media and Marketing at Active Network, and Merritt Colaizzi, Publisher of SmartBrief.

On Day 3, the morning roundtable is entitled “SEM Then & Now: What’s the Same? What’s New?” Anne Kennedy, CMO of, is moderating this panel, which includes Nacho Hernandez, CEO of iHispanic Marketing Group, Dana Todd, CMO of Newsforce, Kevin Ryan, CEO of Motivity Marketing, Heather Dougherty, Research Director at Hitwise, and the President of SEO-PR, who bears an uncanny resemblance to me.

Although I can’t speak for my fellow panelists, I can give you a sneak preview of what I hope to say — if I can get a word in edgewise. 😉

If you entered a time capsule in 1999 and stumbled into a search engine optimization assignment in 2009, you’d be startled by an array of unfamiliar challenges. News flash: it’s not all about title tags and meta keywords anymore. Reciprocal linking? Yawn. Search engines too stupid to index dynamic URL’s? Not anymore.

And one of the latest trends you cannot afford to miss is that YouTube is now the #2 search engine. According to the latest comScore data, Americans conducted 10.4 billion “expanded search queries” on Google, 3.7 billion on YouTube, 2.6 billion on Yahoo!, and 1.5 billion on Bing in January 2010. So, ignoring YouTube in 2010 would be as dumb as ignoring Google back in 2001 — when it passed AltaVista to rank #2 behind only Yahoo!

The other thing to remember is that YouTube is NOT a video search engine. YouTube is a video sharing site that is one of the most popular social media along with Facebook and Twitter. And it is worth noting that Americans watched 13 billion videos on YouTube in December 2009, according to comScore. By comparison, Americans conducted 10.1 billion search queries on Google that month, according to comScore. In other words, Americans watch more YouTube videos than they conduct Google searches.

Here’s another suprise. According to TubeMogul, 45% of YouTube videos are discovered by going to YouTube and conducting a search or looking at related videos. Another 44% are discovered by going to blogs like and finding YouTube videos embedded there. And only 6% are discovered using search engines like Google, while only 2% are discovered on social networks like Facebook. So, roughly as many videos get discovered using blogs and social networks combined as are discovered using YouTube search and Google search combined. So, yes, optimizing videos is important — but it is only half of what you need to do.

Finally, here’s one more shocker — which I shared last week at SES London 2010. According to Nate Elliott of Forrester, “On the keywords for which Google offers video results, any given video in the index stands about a 50 times better chance of appearing on the first page of results than any given text page in the index.”

Blues Brothers have you seen the light.jpeg So, how do you explain this to someone who had entered a time capsule in 1999? You’d ask if he or she still remembered The Blues Brothers, which was made back in 1980. Jake had been in the joint for just three years. But Curtis still told him, “Slide on down to the Triple Rock, and catch Rev. Cleophus. You boys listen to what he’s got to say.”

Do you remember when the Reverend Cleophus James asked, “HAVE YOU SEEN THE LIGHT?,” Jake replied, “YES! YES! JESUS H. TAP-DANCING CHRIST… I HAVE SEEN THE LIGHT!” Well, that’s what it is like when someone who has been optimizing web pages discovers the power of YouTube and video marketing.

So, slide on down to SES San Diego, and catch the morning roundtable.

Do you see the light? Have you seen the light? Now start dancing.

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