The search and social media landscape is changing so fast that half of what we knew a year ago is now obsolete.
If you want to see evidence of the pace of change, just check out the conference agenda for SES New York 2011 and compare it with the conference agenda for SES New York 2010. At least 50 percent of the sessions at the upcoming search and social marketing event weren't even on the agenda a year ago.
And that percentage is likely to increase as some of the slots reserved for late-breaking topics get filled in.
So, if you only go to one search and social marketing event a year, then you've got a whole lot of catching up to do.
And even if you went to SES Chicago 2010 in October, then only 25 percent of what you learned three months ago is out-of-date.
For example, check out the list of brand new sessions at SES New York 2011:
- Information Architecture for the Modern Website,
- Analytics RX: Just What the Doctor Ordered,
- Social Media & Conversion: The Yellow Brick Road,
- Over 50 Killer Internet Marketing Tools To Measure Your Online Marketing Strategies,
- SEO on a Global Scale,
- Update on Social Commerce,
- Twitter 2.0: Creating & Distributing the Message,
- Advanced Keyword Modeling,
- Killer Facebook Targeting Tactics,
- Managing Your Online Reputation,
- SEO is Dead. Long live SEO!,
- Music & Search Engine Marketing: Quality Score & The Volume Game,
- Website Usability, Testing & SEO,
- Next Gen YouTube Marketing,
- Local + Social: the Future of Promotion,
- Smart Mobile Marketing, and
- SearchSpace: Boldly Take Your Browser Where It's Never Been.
You couldn't have learned any of this last October because these sessions weren't even on the agenda at SES Chicago 2010.
According to research by Tradeshow Week, many people go to trade shows to "see new products and services." And you'll see lots of sponsors and exhibitors at SES New York 2011.
And lots of people go to trade shows to "maintain and build relationships." And there will be plenty of networking opportunities and special events at the event, which will be held March 21-25 at the Hilton New York.
But the #1 reason that people go to trade shows is to "keep up-to-date with industry trends." And in this industry -- which was once known as the search engine industry but has mutated into the search and social media industry -- things change in real time.
To get a second opinion, watch the YouTube video below about "How to use Realtime Search." It was uploaded on August 23, 2010 -- about three days after SES San Francisco 2010.
Realtime Search lets you see up-to-the-second social updates, news articles and blog posts about hot topics around the world. That's what I mean about the search engine industry mutating into the search and social media industry.
I know, I know. It was hard enough to update 50 percent of what you knew a year ago or 25 percent of what you know back in October. And now you have to update it in real time.
But if you aren't creating up-to-the-second social updates, news articles and blog posts about hot topics, then you aren't going to be found in Realtime Search results.
Get it? Got it? Good.
Oh, and if you register for SES New York 2011 by this Friday, Jan. 21, then you can save up to $700 with the Pre-Agenda rates.
I know, I know. This means you've got to move quickly. Welcome to the new year.
I should disclose that SES is a client of my agency. But trust me on the pace of change.