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Search Marketing World (Full Disclosure About Site Clinics Required)
By Richard Hearne
Expert Author
Article Date: 2007-03-13
Search Marketing World is a new Search Marketing conference scheduled for March 21 next here in Dublin Ireland.
Organised by Interactive Return, the event promises to be Ireland's premier search marketing event. As a search marketer I'm optimistic that the event is going to bring search marketing to a new level in Ireland.
World Class Speakers
I first heard about the event back in December of 2006 and quickly signed up to attend. At the time there was no programme available and the speaker list consisted of five or six individuals. The calibre of those speakers alone sold me on the event. Since then a number of additional high profile speakers has been added to the roster, further enhancing the event.
Does the programme live up to the speakers?
Last week I visited the official site and viewed the programme for the first time. I noticed that there was a site clinic running throughout the event which I thought was a novel feature. I'm relatively new to industry conferences and thought the clinics might be a good opportunity to get involved in some public way.
I'm very, very experienced at checking websites, having spent many hours assisting site owners on perhaps the largest site clinic on the planet - Google Webmaster Help Group. So I decided to get in touch with the organisers and offer my services for the site clinics.
There's always a catch
Marting Murray replied to my email saying they would be delighted to have me as an expert for the site clinic. He would supply me with a PC, a desk and two chairs, and a broadband connection. All for the fee of €1,950 excluding the VAT. This certainly wasn't the site clinic I had expected. And from my reading of the official material not the site clinic represented.
Before I go any further I want to state that there is absolutely nothing wrong with the organisers making money from this event. I'm sure the costs and risks of such an event are very high, and top calibre speakers command top calibre fees.
What I do object to is a lack of transparency and disclosure about the site clinic.
Official details about the site clinics
From the official site: This is a clinic staffed by experienced search marketing professionals. You can have a one-to-one, no obligation consultation on any search marketing issue that is facing you. Walk away with the search marketing solution for which you have been searching.
If you would like to make an appointment with a consultant at this clinic please send an email detailing the time at which you wish to attend, your website URL, company name and any other necessary information. We will then confirm the time with you. There is no indication there that the experienced professionals are paying for access to the attendees. Furthermore, a check of the exhibitors page fails to uncover any mention of site clinic exhibitors or sponsors.
After attending SES London last month, I have to say that Search Marketing World is starting to appear like a very commercial venture (I'll keep my views on the Google clinics for a follow-up post). And of course this is the prerogative of the organisers. SES was also very commercial, but you did know immediately when someone was paying for the privilege of accessing you. The SES site clinics were very informal with ‘drop-in' spontaneous sessions. To the best of my knowledge the speakers at those clinics were chosen as opposed to being involved because they paid.
Any sponsorship arrangements should be disclosed
My own view is that the official Search Marketing World material is at best vague about the expert participation in the site clinics. With all the bad coverage the SEM industry was received of late, I would have expected full disclosure on any element of the conference that could even be suggested as open to impropriety.
Whereas attendees are more likely than not very aware that exhibitors are paying for that privilege, it may not be so obvious that the site clinic experts are doing likewise.
It should be, in my opinion, fully disclosed that those companies and individuals providing advice at the site clinics are paying for that privilege, and that this track of the conference is a commercial undertaking on the part of the companies involved. After all, a company that pays a fee does so with an expectation of making a return on that investment. Again, there is absolutely nothing wrong with that, as long as it is disclosed.
Moral duty of care
The duty to disclose sponsorship relationships rests solely with the event organisers. If attendees are kept unaware of this sponsorship I see only downside risks that could damage the industry as a whole. Full disclosure will not affect the site clinics in any way other than to ensure a balanced and safe interaction between sponsoring experts and advice-seeking attendees.
I did ask request further clarification from Martin Murray of Interactive Return (the conference organisers) but received no response to my follow-up email.
Protecting a very nascent Search Marketing industry
It is my hope that the organisers will act on my concerns. Again, I believe that the organisers have a duty of care to disclose whether conference participants are paying for access to the attendees.
Doing so will only enhance the reputation of the event, and protect and enhance Ireland's nascent Search Marketing industry.
Comments
About the Author:
Richard Hearne is the founder of Red Cardinal, a dedicated search marketing consultancy. A frequent contributor to Google's Webmaster Group, Richard regularly advises clients on Internet marketing strategy and Search Engine optimisation campaigns. Richard's thoughts and research can be found on his search marketing blog.
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