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  • Do You Know What Your Customers Are Saying About You? at the Marketing Executives Networking Group (MENG) in Madison NJ (November 2010)
    Time was that there wasn’t much way to find out. But now your customers are talking to each other on blogs, Twitter, message boards and many other social media venues. Do you know how to listen to what they are saying? Do you know how to engage with them? Do you know how to protect your reputation when that talk gets out of control? Find out how smart companies are listening to their customers in brand new ways and starting a new kind of dialogue in social media.
  • How Should Corporations Tackle the Potential and Pitfalls of Social Media? at the Danish Marketing Association in Copenhagen (September 2010)
    A three-hour seminar on what social media is all about and how it affects your corporation in connection with sales, marketing, communication, product development, IT and legal issues. Mike also presented Converseon’s listening platforms which have just been cited among the top three systems by Forrester.
  • Untangled Web: Why White Hat SEO Is the Way for You at the Search Marketing Expo (SMX) in Stockholm (September 2010)
    Marketing has always had an element of deception, even to the point that commentators believe that search marketers are nothing more than spammers. So-called “black hat SEO” has persisted for a simple reason–it has worked. But marketing, including search marketing, is becoming more and more a matter of customer relationships rather than traditional persuasion—now you can no longer fool people for any period of time. Instead, start practicing “white hat SEO” to lead to your success.
  • Search Engine Optimization online course at the University of California at Irvine (July and September 2010)
    Dr. Ash Pahwa and I collaborated on an on-demand online course covering organic and paid search. I taught two of the sessions with Ash handling the other eight sessions. The course covered all the bases of Internet marketing using Search Engine Marketing, Inc. as its textbook.
  • How the Web Changes the Old Marketing Rules at the Canadian Marketing Association’s Digital Day in Winnipeg (May 2010)
    Time was that marketing was for big companies with big budgets, but the web has changed everything. Many web marketing techniques are cheap or free, so any size company can take advantage–you can target even the smallest market segment. And when tactics cost so little, and can be changed so easily, your risk is quite low. And you can apply traditional direct marketing principles to tie marketing spending directly to sales. If you’ve been struggling with how your company can take advantage of the web, or how you can convince others at your company to give it a try, learn how to apply what you already know about marketing to the brave new world of Internet marketing. Despite all the changes, web marketing is still marketing.
  • Social Media in Higher Education at the Pearson CiTE Conference in Denver (April 2010)
    Mike and leading educators formed a panel to explain how to use social media for colleges to attract prospective students, keep currrent students engaged, place graduates, and keep alumni involved.
  • Untangled Web: Authenticity in Search Marketing at the Search Insider Summit in Captiva Island, Florida (April 2010)
    Marketing has always had an element of deception going back to P.T. Barnum, and search marketing has been no exception. Search marketing has always had a deserved reputation for snake oil, even to the point that smart tech commentators like John Dvorak believes that search marketers are nothing more than spammers. Marketing is becoming more and more a matter of customer relationships rather than traditional persuasion–now you can no longer fool people for any period of time, upending industries and practices based on fooling people. So what’s a marketer to do? Start long-term relationships with searchers and search engines based on honesty.
  • Is Your Company Spending Too Much on Search? at the OMMA Global Conference in San Francisco (March 2010)
    Search may be the last click for customers who are buying what you have to sell. But that click often comes at the end of the consumer’s online marketing journey—which includes exposure to banners, video ads, mobile messages and various other marketing techniques. Up to now, search has gotten much of the credit—and the budget—for making the sale. Smart search experts, however, recognize they don’t operate in a void, and more of them are studying and reporting how their discipline works in conjunction with other forms of marketing. They believe that by showing you the impact of marketing dollars spent “upstream,” they can accurately address if your company is spending too much or too little on search. Others, however, are not so sure. This panel will discuss the unpredictable effects of search’s evolving upstream approach. Could it be a minefield for the search industry or will search finally step into the role as your strategic adviser?
  • The Skinflint’s Guide to Generating Free Search Traffic at the Right On—No Bull Marketing Webinar (February 2010)
    If you think that successful search marketing forces you to pay Google and the other search engines to send visitors to your site, think again. Learn the free techniques for search marketing that everyone with a website needs to know. You don’t need to be a technical guru or a star copywriter—what you really need is the right knowledge and a willingness to work. Don’t allow the investment you’ve made in your website go to waste. With the right moves in search marketing, you’ll bring more traffic to your site than ever before, and you won’t pay the search engines a dime.
  • The Three Keys to International Search Marketing at the Danish e-Commerce Society (FDIH) Search Marketing Stategies conference in Copenhagen (February 2010)
    Lots of companies have products that can be sold outside their home country, but search marketing makes it easier than ever. Focus on what customers want, what content you need to persuade them, and how they can find it—those three keys will give you search marketing success in any country. If you’ve been unsure of whether you have what it takes to market globally, don’t miss this chance to find out.
  • Social Media from the Inside Out at the Danish e-Commerce Society (FDIH) Search Marketing Stategies conference in Copenhagen (February 2010)
    Substituting for Rob Key, Mike explained how social media engagement can often be technically simple, but culturally difficult. While much social media discussion revolves around the latest tactic or “viral video,” the most successful social media initiatives are becoming an engine for organizational transformation. This session will focus on best practice approaches being utilized at some of the world’s leading brands to infuse the value of social media across the enterprise—ranging from marketing/communications, R&D, customer service, and more.
  • Damage Control in Social Media at the Enterprise Social 2.0 conference in Amsterdam (January 2010)
    In the age of web 2.0, unhappy customers visit social networks and blog about their complaints. It is therefore essential for businesses to have a contingency plan on how to minimize the damage during a viral “outbreak.” Mike joined other panelists sharing best practices on how to prevent and turn negative viral news into positive.
  • Online PR Skills Every Public Relations Professional Must Know at the Get Career Insurance Webinar (January 2010)
    Online PR provides the means to reach target audiences directly, with or without participation of the news media. Internet marketers have been doing that for years, but public relations professionals have been slow to get on board. Mike joined Jim Bowman and Marc Harty to explain what you need to know.
  • Selling Search to the C-Suite at the Search Insider Summit in Park City, UT (December 2009)
    If you’ve finally gotten convinced of the effectiveness of search marketing yourself, it might seem a daunting prospect to prove its worth to your CMO, let alone your CFO or CEO. But as search becomes more important to every company’s marketing plan, it is critical to get the high level support for search as a more ambitious part of the marketing mix. Find out how to speak the language of the C-Suite to boost your search program to a new level.
  • The Skinflint’s Guide to Generating Free Search Traffic to the Specialty Equipment Manufacturer’s Association in Las Vegas (November 2009)
    If you think that successful search marketing forces you to pay Google and the other search engines to send visitors to your site, think again. Learn the free techniques for search marketing that everyone with a website needs to know. You don’t need to be a technical guru or a star copywriter–what you really need is the right knowledge and a willingness to work. Don’t allow the investment you’ve made in your website go to waste. With the right moves in search marketing, you’ll bring more traffic to your site than ever before, and you won’t pay the search engines a dime.
  • How the Web Changes the Old Marketing Rules to the New Jersey Group of Small Chemical Businesses in Newark NJ (October 2009)
    Time was that marketing was for big companies with big budgets, but the web has changed everything. Many web marketing techniques are cheap or free, so any size company can take advantage–you can target even the smallest market segment. And when tactics cost so little, and can be changed so easily, your risk is quite low. And you can apply traditional direct marketing principles to tie marketing spending directly to sales. If you’ve been struggling with how your company can take advantage of the web, or how you can convince others at your company to give it a try, learn how to apply what you already know about marketing to the brave new world of Internet marketing. Despite all the changes, web marketing is still marketing.
  • Redefining Social Media at the SUPERCOMM Digital Media and Broadband Entertainment Forum in Chicago (October 2009)
    Everyone is talking about social media, but the truth is that it changes every day. Mike and other panelists explored what’s happening in social media to help you take advantage.
  • The Engaged Consumer at the SUPERCOMM Digital Media and Broadband Entertainment Forum in Chicago (October 2009)
    Successful websites go beyond sharp design and easy navigation. They are built on technologies that drive interactive communications, data collection and management. Mike and other panelists explored the technologies and services that allow businesses to connect to visitors and drive revenues.
  • Data Here, Data There, Data Everywhere! Making Sense of Social Data at the DigiDay: SOCIAL conference in New York City (September 2009)
    Real world examples from Mike and other panelists and learn methodologies that help you sell your Social Media Marketing strategy to executive management.
  • How to Become a Listening Organization at the DigiDay: SOCIAL conference in New York City (September 2009)
    The Internet has added new ways for companies to listen, augmenting surveys, focus groups, and other traditional market research.
  • Boost ROI with Coordinated Online and Search Marketing Teams at the Search Marketing Now Webinar (September 2009)
    This webcast looked at how you can—and must—build consensus and cooperation among key members of your marketing team. We’ll show how team members working in each digital channel must share the same attitude, goals, and governance to successfully support the organization and across marketing channels. Marketing was once easily defined by the “4 Ps” (product, price, placement, promotion.) In today’s digital world, marketers must focus on the “3 Rs”—be Real, Relevant, and Responsive. Paid search, organic search, social media, video and email teams are frequently organized into distinct marketing functions. Yet they must be communicating to maximize your online marketing ROI.
  • Authors@SEMPO to the Search Engine Marketing Professionals Organization (SEMPO) in New York City (September 2009)
    At the first Authors@SEMPO event, some of SEMPO’s best known authors, including Bill Hunt, Kevin Lee, and Mike Moran held a panel discussion with Stephen Baker, author of The Numerati, a captivating look at how a global math elite is predicting and altering our behavior.
  • When Marketing Is Not Enough to the Marketing Executives Networking Group (MENG) in New Jersey (September 2009)
    What happens when marketing doesn’t work anymore? Or doesn’t work enough? What do you do when the old tactics don’t seem to get the same attention? Find out how the best companies are using the Internet to market their products but also their company, too. Find out how being a purpose-driven company gives you the edge when things aren’t going so well.
  • How the Internet is Changing Marketing to the Marketing Executives Networking Group (MENG) in New York City (July 2009)
    It’s not enough to stay on message. And the idea of “message control” is dead. Customers leave your website in a huff and post a bad review in a minute and a huff. Learn how to operate in this brave new marketing world.
  • Listening 2.0: How the Web is changing the way companies listen to their customers at the Word of Mouth Marketing Association Webinar (June 2009)
    The Internet has added new ways for companies to listen, augmenting surveys, focus groups, and other traditional market research. But the first generation of web listening tools were heavy on automation and light on real insights and actionability. Learn how web listening is changing, and how your company can take advantage of it now. You’ll also get a sneak peek into what you should expect in the future, so that you’re company is ready.
  • Internet Marketing by the Numbers at the Inbound Marketing Summit in Dallas (May 2009)
    What’s your Internet marketing program worth? How do you know how much to spend on search or social media or blogs or anything else? Learn to apply direct marketing principles to your Internet marketing to calculate your return on investment and to fine tune every aspect of your Internet marketing. Go beyond page views and visitor counts to get at the real bottom line in Internet marketing—a real customer feedback loop for every investment. Once you do, you’ll be able to do more of what works and less of what doesn’t. You’ll find that it’s amazing how smart you can look when you do what your customers want.
  • Trends in Online Marketing at the Search Academy DK event in Copenhagen (May 2009)
    The great thing about Online Marketing is that new things are always coming along. And the annoying thing about Online Marketing is that new things are always coming along! Make sure that you are ready for what’s changing in search, in social media, and more. If you stay ahead of the changes, your company will have an edge against its competitors.
  • What’s Happening to Marketing? at the Danish e-Business Awards Show in Copenhagen (April 2009)
    In an after-dinner speech, Mike explains how the Internet is driving fundamental changes in marketing that test our ability to be open, to be truly helpful to customers, and to be a force for public good.
  • Online Marketing Master Class for the Search Academy.dk in Copenhagen (April 2009)
    A full-day class that runs the gamut from banner ads and search marketing to social media. The focus starts with direct marketing principles but also emphasizes the changes in Marketing 2.0 and how to transform your organization to take advantage.
  • SEO for PR Pros at the Bulldog Reporter PR University Workshop in San Francisco and Chicago (January 2009)
    Search marketing is revolutionizing all marketing, and especially public relations. In this full-day training session with Mike, learn how your organization can take advantage of the explosion of powerful search engine tools to increase media coverage, distribute your releases directly to prospects and investors, boost traffic to your website, attract more visitors to your corporate blogs, videos, and social media postings, and directly sell more products and services.
  • Your Steps to Search Marketing Success at the Advertising Club of Westchester in Tarrytown, NY (November 2008)
    How does search marketing create higher sales, even if you don’t sell online? What’s the difference between organic and paid search? How do you know what search marketing is worth to your company? Where do you start your search marketing efforts and how to you continually improve from there? Find out the steps to succeed at search marketing so that your company is found by Google. After all, if they can’t find you, they can’t buy from you.
  • What Financial Corporations Need to Understand about Online Behavior at the FDIH Financial Services Conference (October 2008)
    What do customers expect from financial services companies on the Internet? Learn how customer expectations for their financial lives are shaped by their experiences with the rest of the Internet.
  • Online Strategies in the Financial World at the FDIH Financial Services Conference (October 2008)
    Should banks and other financial players re-examine their web strategies in the light of what other industries are doing? Learn how financial services firms can accelerate their adaptation to keep up.
  • Inside Social Media Marketing to the Marketing Executives Networking Group in Morristown, NJ (October 2008)
    Everyone’s talking about it, but are you being left behind? Blogs, podcasts, YouTube, Flickr, Digg—learn the new words for new ways of marketing that your company should know about. Customers are talking about your company and your industry. Find out how you can listen to the conversations and how you can influence them to be more positive about your brand. Don’t let your competitors get the edge in this new space.
  • How the Web Changes the Old Marketing Rules at the Digital Media Symposium in New York (September 2008)
    Time was that marketing was for big companies with big budgets, but the web has changed everything. Many web marketing techniques are cheap or free, so any size company can take advantage–you can target even the smallest market segment. And when tactics cost so little, and can be changed so easily, your risk is quite low. And you can apply traditional direct marketing principles to tie marketing spending directly to sales. If you’ve been struggling with how your company can take advantage of the web, or how you can convince others at your company to give it a try, learn how to apply what you already know about marketing to the brave new world of Internet marketing. Despite all the changes, web marketing is still marketing.
  • Converting Online Visitors Into Buyers at the Digital Media Symposium in New York (September 2008)
    What’s the purpose of your website? Whether you sell online or offline, your website must get people to buy. Learn how your organization can measure its web effectiveness with the only measurement that counts–return on investment.
  • Business at Web Speed at TRANSFORUM 2008 in Orlando (September 2008)
    Technology has accelerated the pace of business. How can your keep up? See how personal and organizational impediments can prevent us from making these changes in our own companies and in ourselves. Learn how companies are adapting their processes and their cultures to speed their rate of change.
  • Marketing 2.0: Growing Your Old-Time Business in the New Economy at TRANSFORUM 2008 in Orlando (September 2008)
    The web has changed marketing forever. Your customers can choose whether to receive your message. Are you attracting them? Your customers can comment on whatever you say. Are you listening? And they decide with each click whether to respond to your offers—are you watching? Find out how your company can adapt to the new world of Internet marketing.
  • Internet Marketing by the Numbers at the Internet Strategy Forum Summit in Portland OR (July 2008)
    What’s your Internet marketing program worth? How do you know how much to spend on search or social media or blogs or anything else? Learn to apply direct marketing principles to your Internet marketing to calculate your return on investment and to fine tune every aspect of your Internet marketing. Go beyond page views and visitor counts to get at the real bottom line in Internet marketing—a real customer feedback loop for every investment. It’s amazing how smart you can look when you do what your customers want.
  • Become a PR Leader in the Changing Digital Media Landscape at the xL Pharma Public Relations & Communications Summit in New Brunswick NJ (July 2008)
    Communications professionals have always known how to tell a compelling story, and how to get it past editors, producers, and other gatekeepers of the mainstream media. But the web has upended that cozy world. Learn how to get past the digital gatekeepers: bloggers, search engines, and your own customers.
  • The Future of Search at the Enterprise Search Summit in New York (May 2008)
    Mike and distinguished panel discussed where enterprise search is headed.
  • Searching for Meaning: The Future of Text Analytics at the Enterprise Search Summit in New York (May 2008)
    Once you have a text search engine for your enterprise, then what? What are the future applications that depend on text search and analytics? Find out how semantic search goes far beyond today’s keyword search to truly uncover the meaning behind the words. Learn how content management and business intelligence will be transformed by text analytics. The text revolution is coming-are you ready?
  • Internet Marketing: Where It Is and Where It’s Going at the Reaching Your Global Customers Conference in Harrisburg, Pennsylvania (April 2008)
    Internet marketing is direct marketing, and you can measure your customer’s every response. Savvy marketers are taking advantage of this free market research to adjust what they do every day. But what’s next for Internet marketing? Find out how companies must become transparent to their customers and the public to succeed on the Wild Wild Web.
  • Web Marketing is Direct Marketing to the UVA Darden School of Business in Charlottesville, Virginia (April 2008)
    What do direct marketers know that you don’t? How can you design your interactive marketing to measure results so you know your return on investment. Measure what messages customers see, which ones they act on, and which ones cause them to buy. Find out the 10 things you should do right now to “direct” your marketing.
  • Market Research 2.0 to the Marketing Research Association in Philadelphia (April 2008)
    The web has added a new level of interaction between marketers and customers. Customers show you what they like and what they don’t with every mouse click. Are you watching? Customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don’t like you. Are you listening? What’s more, do you respond to what you see and hear by changing what you do? Find out what customers are telling you and showing you every day. Learn the changes in Marketing 2.0—and how your business can adapt to them.
  • Do It Wrong Quickly: What Corporations Need from PR in Today’s Transforming Marketplace at the Bulldog Reporter’s Media Relations Summit (April 2008)
    This is not your parents’ public relations business—nor is it your parents’ social or commercial culture. New technologies are transforming marketing communications and society itself. What, then, do corporations expect from public relations practitioners in the face of these changes—what role do they expect us to play in an increasingly integrated marketing mix? Which new technology tools do our clients want us to take charge of, what kinds of ideas are they looking for from us, how can we distinguish ourselves while making a supremely valued contribution to the corporations reputation, sales and bottom line?
  • Using New Technology to Communicate Directly with Customers at the Bulldog Reporter’s Media Relations Summit (April 2008)
    The greatest new power web 2.0 gives us is the ability to listen to and converse directly with customers. But what are the best formats for doing so—chat rooms, blogs, wikis, consumer-generated videos? Most importantly, how can you make management comfortable with participating in today’s largely uncontrolled social media environment, in which customers actually talk back so all can hear? Hear Mike and a distinguished panel explain it all.
  • Staffing Up for Search at the Search Engine Strategies Conference (March 2008) in New York
    Search expertise is in demand and the talent shortage may be at its peak. Where should you look for search experts? What qualities make the best hires? What tactics should you deploy when building up an in-house SEO or agency search marketing team? In this session you will hear practical advice from Mike and other experts in the trenches.
  • Converting Visitors Into Buyers at the Search Engine Strategies Conference (March 2008) in New York
    Getting visitors to your website is only half the battle. To be victorious, you need them to convert into customers by making purchases, signing up for services or fulfilling whatever are your goals. Join Mike and a distinguished panel to learn about making this conversion. The latter part of the session takes volunteers from the audience and examines their websites live to provide general feedback about changing them to improve visitor conversion.
  • Searching for Meaning: The Future of Text Analytics at the AIIM Conference (March 2008) in Boston
    Once everyone has a text search engine for their enterprise, then what? Where is search and text analytics technology headed? Whether you care about legal discovery, regulatory compliance or just improving the way your intranet serves your employees, the text revolution is coming. Find out how semantic search can go far beyond today’s keyword search to truly uncover the meaning behind the words. How will content management and business intelligence be affected? Learn how personalization will provide a new level of relevance in every employee’s business day. Search 2.0 is coming—are you ready?
  • Search Marketing 2.0 at the Search Engine Marketing for Pharmaceuticals Conference (February 2008) in Philadelphia
    Search has come a long way in a short time, but what changes are afoot? Personalized Search, where the search results for you are not the search results for me, is increasing in importance. Each search engine is using what they know about you to customize the results, which has huge implications for search marketers. Also, Google has introduced Universal Search, but expect all search engines to begin providing results from images, videos, blogs, and other media on the main search results screen. Search marketers must know how to cope with the move away from vanilla web pages being all you get on that screen. And search marketers must expand their repertoire to include social media marketing rather than sticking with the same old techniques while the marketing world is changing.
  • Doing It Wrong Quickly: How the Web Changes the Old Marketing Rules at the Software 2008 Conference (February 2008) in Oslo
    The web, and web 2.0 in particular, gives your customer a printing press to express their opinions. Customers are already having a conversation about you, using blogs, wikis, product ratings and reviews, message boards, social networks, and even hate sites. This conversation is happening—are you listening, watching and responding?
  • Marketing 2.0 at the Search Marketing 2008 Strategies Conference (February 2008) in Copenhagen
    How does the Internet change the old marketing rules? Your customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don’t like you. You need to be listening. Your customers also show you what they like and what they don’t with every click of your website.
  • Step-by-Step Search Marketing Success at the Search Marketing 2008 Strategies Conference (February 2008) in Copenhagen
    How does search marketing create attention for your brand and create higher sales, even if you don’t sell online? How do you know what search marketing is worth to your company? Where do you start your search marketing efforts and how to you continually improve from there? Find out the steps to succeed at search marketing so that your company is found by Google. After all, if they can’t find you, they can’t buy from you.
  • Step-by-Step Search Marketing Success at the Lehigh Valley IEEE (January 2008) in Bethlehem PA
    How do search engines work, and how do you work them? Learn how to get your business to the top of the search rankings. After all, if they can’t find you, they can’t buy from you.
  • Marketing 2.0: Understanding Customers the Web Way at the AMA Executive Insights Conference (January 2008) in San Diego
    The web has added a new level of interaction between marketers and customers. Customers show you what they like and what they don’t with every mouse click. Are you watching? Customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don’t like you. Are you listening? What’s more, do you respond to what you see and hear by changing what you do? Find out what customers are telling you and showing you every day. Learn the changes in Marketing 2.0—and how your business can adapt to them.
  • What Are the Current and Future Enablers for Natural Language Queries to Return Answers? at the Gilbane Conference (November 2007) in Boston
    Semantic web enabling technologies are gathering momentum stimulated by a lot of web 2.0 hype and rhetoric, but are there solutions that reveal the right content to truly match a query? Examples from IBM’s OmniFind search product expose semantically better (more relevant) results through search.
  • The New PR Gatekeepers at the Bulldog Reporter Advanced PR Technology in Practice Conference (November 2007) in New York City
    Learn the three new gatekeepers for your PR message—bloggers, search engines, and your own customers. Find out how successful PR people are making the transition to web marketing as a new form of PR.
  • Social Media: What Every PR Person Needs to Know at the Center for Communications panel (November 2007) in New York City
    This panel took a first-hand look at the phenomena that are redefining the practice of public relations (and marketing) in the new millennium. Five industry thought leaders discussed the array of new tools, strategies and channels available to today’s practitioners—from Facebook and Second Life to wikis, blogs, blogger engagement, digital video, and search engine marketing.
  • Search by the Numbers at the AMA seminar “Hot Topics in Search Marketing” (June, September, and November 2007) in Chicago and Boston
    What is search worth? How do you know how much to spend on organic and paid search and how do you know when it is working? Learn how to apply direct marketing techniques to search marketing to calculate your return on investment. And see how you can use measurements to fine tune every aspect of your search marketing campaign, just like IBM does with its own.
  • The New Internet Marketing (October 2007) at the Advertising Club of Westchester in White Plains, NY
    How do marketers take advantage of blogs, social media and other new marketing tools? You don’t need to be a technical guru to listen to what customers say, to watch what they do, and to respond when what you’re doing isn’t working.
  • Web Marketing is Marketing (October 2007) at the University of Virginia Darden School of Business in Charlottesville, Virginia
    What do direct marketers know that you don’t? How can you design your interactive marketing to measure results so you know your return on investment. Measure what messages customers see, which ones they act on, and which ones cause them to buy. Find out the 10 things you should do right now to “direct” your marketing.
  • Step-by-Step Search Marketing Success (October 2007) to the American Marketing Association in Pittsburgh
    How does search marketing create attention for your brand and create higher sales, even if you don’t sell online? What’s the difference between organic and paid search? How do you know what search marketing is worth to your company? Where do you start your search marketing efforts and how to you continually improve from there? Find out the steps to succeed at search marketing so that your company is found by Google. After all, if they can’t find you, they can’t buy from you.
  • Marketing 2.0 (July 2007) at the Internet Strategy Forum Executive Summit Conference in Portland, Oregon
    How does the Internet change the old marketing rules? Your customers can comment on your blogs, they can rate your products, and they can even create a hate site if they really don’t like you. You need to be listening. Your customers also show you what they like and what they don’t with every click of your website. You need to be watching. Learn the changes in Marketing 2.0—and how your business can adapt to them.
  • Web Marketing for the Independent Professional (June 2007) to the IEEE Consultants’ Network of New Jersey Coast in Middletown NJ
    It’s not easy being a consultant. You must keep your clients happy. You have to keep up with your field of expertise. You must collect your bills. Who has the time or money for marketing? Unfortunately, few successful consultants make it without some kind of marketing. In the old days, it was a good resume and who you knew, but today, you need a website—a good website. And you need to know how to get attention for your website. It may seem overwhelming or beyond your budget, but it doesn’t have to be. The good news about web marketing is that it doesn’t have to break your bank. Free or low-cost hosting of blogs, websites, podcasts and videos give you ways to get your marketing message out. Search marketing takes some time, but not much money. Find out in one session how to create a website that conveys the image you want and delivers the message prospective clients need to hear. Learn how web marketing can set you apart among the sea of consultants looking for engagements.
  • Planning for Success (June 2007) at the DMA’s DM Days in New York
    Too often, we approach search marketing as being more about search than marketing. Find out in this session how to assess your business case for search marketing, so that you know what to invest in and you know how well it’s working after you do.
  • Search Marketing is Direct Marketing (June 2007) at DM Days in New York
    Direct marketers often are intimidated by all the new terminology associated with search marketing, but search marketing is more about marketing than search. Find out how to use your direct marketing background to learn the secrets of search marketing—tweaking your campaign until you get the desired response from your customers.
  • Global Marketing 2.0 (June 2007) at the Reaching Your Global Customers conference in Lancaster, PA
    Web 2.0 is the popular topic for the road ahead, but is your marketing being left behind? The web gives every customer a printing press that competes with yours. They can comment on your blogs, rate your products, write blogs of their own, or even create a hate site if they really don’t like you. Marketing has become a global conversation instead of a one-way message from the marketer. Are you listening? Moreover, the web makes switching costs a thing of the past. If your page loads too slowly, they’re gone. Higher price than they expected? Bye. They can’t tell if it’s in stock? Adios. Customers want what they want when they want it. They judge your marketing more harshly then ever, and those customers vote with their mice. Are you watching what they are doing? Find out how you can make over your marketing to be real, relevant, and responsive to capture the new global customer. Learn to solicit and act on feedback so that you can make your marketing a little better every day.
  • Search Marketing 101 (May 2007) at Le Big Bang Forum in Quebec
    How do you get started with search marketing? Find out what savvy web marketers are doing to measure their websites and invest in search marketing success. Whether you want brand awareness or online and offline sales, both organic and paid search marketing can drive the traffic to your site at the lowest possible cost.
  • Contextual Search and Text Analytics (May 2007) at the Enterprise Search Summit in New York
    What if you had a platform for enterprise search that offered contextual understanding to interpret query intent and application context to find information based on what they mean as opposed to what they say? And what if it had advanced text analytics to enable users to search information using concepts or facts rather than words that must appear in the text? This session shows how this search technology can be applied to specific industries and applications.
  • Step by Step Success in B2B Search Marketing (April 2007) at Direct Marketing to Business Conference in Orlando
    Learn how to treat search marketing the same way you do every other marketing tactic, where you measure cost, response rate, and conversions (and you focus on making changes until you get the best return possible on your investment). See the detailed steps you need to succeed with both organic and paid search, including local search. Search marketing leads cost just 5% of direct mail leads, so find out how to make it a full-fledged part of your marketing mix.
  • The Steps to Search Marketing Success (April 2007) to the New Jersey Chapter of the Marketing Executives and Networking Group in Morristown, NJ
    If you have a website, you need to succeed at search marketing–it’s the lowest-cost way to drive traffic to your site. But how do you know what search marketing is worth? Or how to unlock the secrets of high rankings in Google and other search engines? Learn how search marketing can drive both brand awareness and sales. Discover how to succeed with both organic and paid search marketing techniques–and how to measure that success. Whether your business is large or small, search marketing can attract your customers’ attention at a fraction of the cost of other marketing approaches.
  • Benchmarking an Organic Search Marketing Campaign (April 2007) at Search Engine Strategies in New York
    How do you analyze where you really stand in your organic search marketing campaign? Understand the typical measurements that everyone uses, but also go beyond to see new ways to assess your performance against the competition.
  • Remember that Search Marketing is Marketing (February 2007) at the Search Engine Marketing for Pharmaceuticals Conference in Princeton, New Jersey
    Is search marketing right for your firm? What are the biggest uses of search marketing and what are they worth to you? Learn how to measure your results for your company so that search marketing is handled the same way other direct response marketing channels are tracked.
  • How Web 2.0 Changes the Old Marketing Rules (November 2006) at the Web Site Globalization Conference in Boston
    Blogs, wikis, podcasts and other consumer participation technologies, often referred to collectively as “web 2.0,” present great challenges to marketers. Whether we like it or not, every website has become international, but web 2.0 changes marketing forever. Instead of controlling their message, marketing has become a conversation—as consumers talk back with product ratings, recommendations, reviews, blogs, comments on your blog, and many other techniques. Everything your company does is now public—across country and market segments. And every click they make on your site can be tracked and acted upon by your website. What are the major challenges faced by organizations in the era of web 2.0? How can your marketing strategy evolve to tap into an ever increasing market of international web-savvy consumers?
  • Search Marketing Strategies (November 2006) in Copenhagen at FDIH—The Danish e-business Association.
    Mike presented the keynote address on growing your business with search marketing, participated in a panel discussion on the search industry, and presented a master class on the strategies for organic and paid search marketing.
  • The New Internet Marketing (November 2006) to the American Marketing Association in Bridgewater, New Jersey
    How do marketers take advantage of blogs, podcasts, wikis and other new Internet marketing tools? You don’t need to be a technical guru to reach your customers in brand new ways.
  • Metrics-Based Search Marketing (October 2006) at the Emetrics Summit in Washington, DC
    How do you know what metrics to use to measure and manage your search marketing? Stop bemoaning your content quality and learn how to check it and report on it. Go beyond rankings and traffic to understand your real return on your search marketing investment.
  • Search Marketing—the Basics and Beyond (June 2006) at DM Days in New York
    Mike and other expert panelists provided a step-by-step look at how to succeed at search marketing for the Direct Marketing Association. Mike explained the first step—your business case for investing in search marketing—with other panelists addressing the others steps. The session was also covered by DMNews.
  • Concentrate on Content (May 2006) at the Enterprise Search Summit in New York
    Did a frustrated searcher just ask again why we don’t use Google as our search engine? But you know that your search technology is OK—it is that blasted content that you can’t get under control. Your authors don’t use the right keywords; your Webmasters block the spiders; marketers insist on their precious message, and tech support people write entirely in acronyms. Search queries and results are only as good as the underlying content. Learn how to impose control and standards on unruly content (and its creators) and how to get all the players to follow the rules.
  • Back to Basics: SEO Boot Camp (May 2006) at ACCM 2006 in Chicago
    Mike joined his Search Engine Marketing, Inc. co-author, Bill Hunt, and other experts to break down the essentials of search marketing for catalog marketers, including how to get real return on investment in search marketing and avoid the misinformation that leads to mistakes.
  • Don’t Just Change the Search Engine (April 2006) at The Search Engine Meeting in Boston
    It’s easy to change the search engine on your corporate website—at least it’s easier than fixing some of the real problems. Too often, we look at poor website search as merely a technology problem rather than one that requires analysis of content, user interfaces, site design, and other factors. Analyze your website’s search in a holistic way and address all of your problems.
  • Your Interactive Marketing Future (April 2006) at the Reaching Your Global Customers Conference in Lancaster, PA
    If blogs, podcasts, and web feeds make you dizzy, you’re not alone. Interactive marketing is an increasingly important part of any marketing campaign, which is new territory for traditional brand marketers. If you didn’t grow up as a direct marketer, you’ve got a lot to learn—but you can start here. Find out how the “new” marketing works, especially how its done for global customers.
  • Working as a Team (March 2006) at Search Engine Strategies in New York
    How do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This presentation looked at problems and solutions unique to big companies or running big sites.
  • Working Together (March 2006) at Search Engine Strategies in New York
    How can you get the IT department to buy into your SEO suggestions? What will it take to get the branding people to consider your search buy? This talk explored strategies on winning support for those tasked with doing SEM in house.
  • In House Forum (March 2006) at Search Engine Strategies in New York
    Mike joined other search marketing experts in a free-wheeling Q&A Session covering the strategies and tactics required for successful in-house search marketing campaigns in large companies.
  • Search Marketing Basics (February, 2006) to the New Jersey Chapter of the American Marketing Association in Bridgewater, NJ
    Mike presented an overview of search marketing’s impact, as well as a step-by-step approach to improve both organic and paid search results.
  • A Crash Course in Search Marketing (February, 2006) to the North Jersey Chapter of the IEEE Computer Society in Whippany, NJ. Mike presented a 90-minute seminar on both organic and paid search marketing.
  • Remember That Search Marketing is Marketing (February, 2006) to three Scandinavian professional societies. Too often, we approach search marketing as a set of dials and switches that we twist and flip according to the mysterious advice of experts: sprinkle some keywords here, change your server configuration there, and a dozen more things that only technical experts understand. But search marketing is more about marketing than about search. Find out what search marketing is worth to your business and how you know when you’ve succeeded, so that you know when to stop twisting dials to spend your time on something else.
  • Step-by-Step Organic Search Success (February, 2006) to three Scandinavian professional societies. Learn how to optimize your website to get the best possible rankings from organic search engines. See how the different specialists on your web team, such as Webmasters, programmers, writers, designers, marketers, and others can work together to get your site noticed by Google and other search engines. Avoid the “get rich quick” approach of fooling search engines–you can conduct a successful long-term campaign without any tricks if you know how.
  • What’s Your Paid Search Personality? (February, 2006) to three Scandinavian professional societies. If you’re buying ads from Google, Yahoo!, or other search engines, you already have a paid search personality. Are you driven to get that #1 result? Do you only buy when the keyword prices are cheap? Will you pay any price to get higher traffic? Find out your personality and decide if it is best for your business, or whether thinking differently about paid search would buy you a lot better return on your investment.
  • After the Search Marketing Revolution… at the Syndicate Conference in San Francisco (December, 2005): Mike discussed the basics of search marketing in the light of blogs, RSS feeds and other new publishing developments.
  • Damn I Wish I Thought of That: 30 Great Ideas in 60 Minutes at AD:TECH in New York City (November, 2005): Mike was one of 30 panelists offering one great idea for Internet marketing at a dizzying pace. Mike’s contribution was “Do It Wrong Quickly.”
  • The Marketing Impact of Search at the NetMarketing Breakfast in New York City (November, 2005): Mike joined several other business-to-business marketers to share best practices in Internet marketing.
  • Integrated Search Planning: How Organic, Sponsored and Paid Can Optimize All Media Spends at Online Media, Marketing and Advertising Conference and Expo in New York City (September, 2005): Search is moving from a standalone tactic to become a vital component of an integrated marketing strategy. As this happens, we have to look at the part search plays in a buying decision, and how it works together with other media.
  • Big Site/Big Brand SEM at Search Engine Strategies in San Jose (August, 2005): How do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This presentation looks at problems and solutions unique to big companies or running big sites.
  • Working Together at Search Engine Strategies in San Jose (August, 2005): How can you get the IT department to buy into your SEO suggestions? What will it take to get the branding people to consider your search buy? This talk explores strategies on winning support for those tasked with doing SEM in house.
  • In House Forum at Search Engine Strategies in San Jose (August, 2005): Mike joined other search marketing experts in a free-wheeling Q&A Session covering the strategies and tactics required for successful in-house search marketing campaigns in large companies.
  • Trust or Consequence: How Failure to Disclose Ad Relationships Threatens to Burst the Search Bubble at Consumer Reports WebWatch in Berkeley (CA) (June, 2005): Executives from the top search engines joined industry experts for a provocative discussion about customer loyalty, open disclosure about advertising and sponsorships and just how consumers are finding the information that matters most to them.
  • Inside Site Search: Multifaceted Search at Enterprise Search Summit in New York City (May, 2005): Multifaceted search (also known as faceted navigation) can help your organization find and deliver the right information for your customers. This case study explores how IBM justified the investment, chose the right technology, and implemented it successfully.
  • Multi-Country Campaign Management at Search Engine Strategies in Toronto (May, 2005): Planning a search engine marketing campaign that covers Canada, North America or other countries throughout the world requires different strategies than doing search marketing for a single country.
  • Paid Search and Keyword Optimization at AD:TECH in San Francisco (April, 2005): This session covered keyword development, adjustment of bids to achieve sustainability, and understanding how to maximize the potential of your search campaigns.
  • Big Site/Big Company SEM at Search Engine Strategies in New York (March, 2005): How do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This panel looked at problems and solutions unique to big companies or running big sites.
  • Branding Tactics for Search at Search Engine Strategies in New York (March, 2005): Can search be used for branding purposes? Marketers are increasingly turning to search to raise their brand image.
  • In-house Search Engine Optimization at Search Engine Strategies in Toronto (May, 2004), in New York (March, 2004), and Chicago (December, 2003): An ongoing series of speaking engagements using ibm.com as a case study that other corporations can emulate in driving traffic and revenue from Google and other search portals.
  • Search and e-Commerce at Search Leaders Summit conference in New York (March, 2004): Speech to 100 of the world’s top search leaders, showing how IBM vastly improved its commerce experience using innovative search technology. The Product Finder application was used as an example for how search can be employed with an innovative user interface where visitors never even know they are searching.
  • Developing a Paid Search Budget at Search Engine Strategies in New York (March 2004): How IBM goes about using paid search techniques (bids to present search results for certain search terms) to augment its natural search results.