SMX Milan 2013 Full Conference Agenda
Day 1: November 7, 2013

SMX Milan Agenda – November 7, 2013 – Expo Hall Hours: 10:00 am – 7:00 pm

8:00 – 9:00 am Breakfast & Registration
9:00 – 10:00 am

Conference welcome & keynote

The Evolution of Communication
twitter-logo (#smx #1KEY)

Moderator: Sean Carlos, President, Antezeta (@seancarlos)
Speakers:
Jim Sterne, Founder, Digital Analytics Association (@jimsterne)
10:00 – 11:15 am

Social Media Marketing

Supercharging Reach & Engagement On Facebook & Twitter twitter-logo (#smx #11A)
With over a billion users, Facebook is the biggest social network out there. Tapping into it the right way can generate plenty of attention and traffic. Twitter is also a proven source of traffic, but you need to do more than just push out a quick 140-character tweet to gain traction and engagement with your followers. Attend this session for the tactics you need to drive more traffic – and gain potential customers or favorably influence existing ones – via these thriving social media channels – and understand what the shift to mobile devices means.

Moderator: Sean Carlos, President, Antezeta (@seancarlos)
Speakers:
Donatello Osti, Digital Media Strategist, U.S. Consulate General (@USConsMilan)
Sara Rosso, VIP Global Services Manager, Automattic (@rosso)
Piero Tagliapietra, CEFRIEL (@pierotaglia)

Search Engine Optimization

Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes twitter-logo (#smx #11B)
The SEO’s life isn’t easy. In addition to major updates like Panda, Google says it’s now making as many as 500 changes to its algorithms each year. Apart from algorithmic changes, personalization means different results for everyone, sometimes in non-subtle ways. Voice driven queries, quick answers and local discovery are changing the way we view search on mobile devices. Attend this session and you’ll learn to adapt and thrive in the constantly changing search engine optimization (SEO) universe.

Moderator:
Bill Hunt,, President, Back Azimuth Consulting (@billhunt)

Speakers:
Martino Mosna, SEM & Web Analytics Specialist (@martinomosna)
Johannes Müller, Webmaster Trends Analyst, Google (@JohnMu)
Gianluca Fiorelli, Moz Associate, SEOmoz(@gfiorelli1)

Search Engine Advertising

Amazing Paid Search Tactics & Tools twitter-logo (#smx #11C)
What’s hot and happening with paid search? What’s not? Speakers in this session have had their fingers on the pulse of search advertising over the past year, and are prepared to discuss their insights into supercharging campaigns that the engines aren’t talking about. This session will wow you with some new ideas for your SEA campaigns!

Moderator: Chris Sherman, Founding Editor, Search Engine Land
Speakers:
Brad Geddes,Founder, Certified Knowledge (@bgtheory)
Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)
Sebastian Grebasch, Global Head of SEA e Mobile Marketing, Zalando
11:15 – 11:45 am Refreshment Break
11:45 – 1:00 pm

Social Media Marketing

Solution Spotlight by Tecla (11:45-11:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors

Customer Acquisition Through Social Media & Social Data twitter-logo (#smx #12A)

In addition to communicating with your customers and building community, social media can be a powerful tool for generating leads and driving sales both online e-commerce and offline. Our panel of experts will share case studies and actionable tactics from real-world campaigns that delivered new customers to physical locations, increased inbound calls, grew leads/email lists and more

Moderator: Nicola Mattina, Founder, Elastic (@nicolamattina)
Speakers:
Cristiano Toni, BI Director, Freedata Labs (@cristianotoni)
Pietro Sansone, Chairman, Strategy Director, LiveXtension (@zaccaro80)

Search Engine Optimization

How To Build Links & Win Authority Through Public Relations twitter-logo (#smx #12B)

Most search marketers recognize that there is a relationship between SEO and public relations, but few really understand how to capture the elusive synergy that makes both shine. Beyond optimizing press releases, how do you effectively reach key influencers (journalists, tweeters, celebrities) to ask for links? And how do you go about building up your own authority in ways that will build status (and traffic) to your own sites? This session explores the “softer side” of SEO that seeks to influence people rather than search engine algorithms.

Moderator: Chris Silver Smith, President, Argent Media (@si1very)
Speakers:
Matteo Monari, co-founder e COO , BizUp (@matteo_monari)
Samuel Scott, Direttore Digital Marketing and Communications e SEO Team Leader, The Cline Group (@samueljscott)
Chris Silver Smith, President, Argent Media (@si1very)

Search Engine Advertising

Fast And Easy SEA Analytics twitter-logo (#smx #12C)

Paid search campaign optimization is vital, but pulling the data to make decisions needn’t be difficult. There are about a dozen shortcut reports that offer invaluable information for advertisers, and our panelists will show you not only how to access them but how to avoid “analysis paralysis” and enhance the performance of your paid search campaigns.

Moderator: Matthias Weth,Managing Director & Partner, Catbird Seat GmbH (@Semplicity)
Speakers:
Brad Geddes,Founder, Certified Knowledge (@bgtheory)
Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)

Plus Session

Enterprise Consulting

 

Google vs Facebook: Get the best from Search and Social Media to develop your E-Business twitter-logo (#smx #T1A)

How to manage Google and Facebook, to turn Pawn into Web’s Queen!!
During this session will be deepened Google Market Analysis potential, Google AdWords and Facebook Ads massive saving strategies, analized Google Buying Cycle throughout the best Seo plus Sea Optimization strategies, discovered the Social Data value for marketing purposes.
Search & Social Media will be validated as the essential tools to assure, the highest ability to compete in the on line and off line markets and the on line sales increase.


Fabrizio Barbarossa, CEO, Enterprise Consulting (@barbafoxy)
Fabrizio Costantini, Head of Online Marketing & E-Commerce, FastWeb (@spotty23)
Omar Di Marzio, Digital Marketing IT Manager, Pampers, Lines (P&G Group)

1:00 – 2:15 pm Lunch, Expo Hall Time, SMX Theater

Expo+
What’s this?

Lunch Sponsored by:

Expo Hall Sponsored by:

SMX Theater:

77 Agency

Seo Cube

Tecla

2:15 – 3:30 pm

Social Media Marketing

Going Viral On YouTube twitter-logo (#smx #13A)

Going viral on YouTube can generate thousands of views. But that doesn’t mean you should promote your business via a cute kitty video or as a conversation with your 12 year-old CEO. So what’s the best approach to leveraging the huge potential of YouTube? Panelists in this session share best practices for socially promoting your videos while assuring you also maintain the integrity of your brand.

Moderator: Nicoletta Vittadini, Associate Professor of Sociology of Culture and Communication, Catholic University of Milan (@nicovitt)Speakers:
Alessandro Agostini, Managing Director, Bruce Clay Europe (@agostini_ale)
Alessio Garbin , Cofounder, Uramaki (@alessiogarbin)

Search Engine Optimization

What SEO Performance Metrics Are Truly Important?
twitter-logo (#smx #13B)

Your boss or client may think top rankings are gold, but most knowledgeable SEOs will tell you those stats are so 20th-century that they’re virtually irrelevant. So how do you measure – and more importantly, prove – the value of your SEO activities, especially in the age of personalized, unique search results for everyone? Speakers in this session have promised to “open up their kimonos” and reveal the really useful, measurable techniques they use to demonstrate the value of their work.

Moderator:
Stephan Walcher, Head of SEO Consulting, Catbird Seat GmbH(@stephanw)

Speakers:

Richard Baxter, CEO, SEOgadget (@richardbaxter)

Marco Loguercio,CEO, Find S.r.l. (@marcologuercio)
Stephan Walcher, Head of SEO Consulting, Catbird Seat GmbH(@stephanw)

Search Engine Advertising

Forget What You Know About SEA – Best Practices Debate twitter-logo (#smx #13C)

Think you know paid search? Does quality score really matter? Does targeting really get better with Google’s new ‘Enhanced’ Campaigns? Is account history sacrosanct? Is it really better to send people to product specific landing pages than a brand’s homepage? In this session, our panelists challenge commonly accepted best practices and provide evidence that what you “know” about paid search can actually work against you.

Moderator: Chris Sherman, Founding Editor, Search Engine Land
Speakers:
Brad Geddes,Founder, Certified Knowledge (@bgtheory)
Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)
Sebastian Grebasch, Global Head of SEA e Mobile Marketing, Zalando
3:30 – 4:45 pm

Social Media Marketing

Some Assembly Required: Adding Social Media to the Marketing & Communications Mix twitter-logo (#smx #14A)

Undoubtedly social media provides communicators with many benefits. Companies which have not yet initiated a formal social media program find devoted customers are already promoting the company through fan communities, a form of priceless earned media. Additional advantages accrue to those who integrate social media into their communications strategies. Communities become a type of informal focus group, providing ideas for new offerings and enhancements to existing products and services. Paid media investments get an additional push. Yet at a minimum an organization needs to revise processes across multiple departments and should insure social media policies are in place. In this session, our speakers will discuss the organization changes required to successfully embrace social media.

Moderator: Luigi Proserpio, Associated Professor, Bocconi University(@luigiproserpio)Speakers:

Sean Carlos, President, Antezeta (@seancarlos)

Shawn McClondon, Founder & CEO, My Social Media Monster (@shawnmcclondon)

Search Engine Marketing

Understanding Searcher Behavior twitter-logo (#smx #14B)

All this talk about making use of searcher behavior — but how do searchers actually interact with search engines? Glad you asked! This session looks at the latest research and studies, including mobile insights, to offer techniques and tips for search marketers to consider.

Moderator: Chris Silver Smith, President, Argent Media (@si1very)

Speakers:
Bill Hunt,, President, Back Azimuth Consulting (@billhunt)
Marco Loguercio,CEO, Find S.r.l. (@marcologuercio)

Search Engine Advertising

Running International Paid Search Campaigns twitter-logo (#smx #14C)

Think globally but act locally. Organizations selling internationally need to take into account local differences in each market, from search engine selection to ad messaging and user behavior. Users may turn to Yandex, Baidu or Naver in addition to the better known Google or Bing. Our panel will share their tips and tools used for implementing and optimizing international SEA campaigns.

Moderator: Sante Joseph Achille, Consultant Seo (@sjachille)
Speakers:
Gianpaolo Lorusso, Sito-Perfetto.it (@Gianps)
Matthias Weth,Managing Director & Partner, Catbird Seat GmbH (@Semplicity)

Plus Session

OracleTechedge

Driving effective performance measurement in the Social Era twitter-logo (#smx #T1B)

In a context where the demand driven customer experience management becomes the main objective of marketing, in which we are witnessing an explosion of communication tools and, finally, in which the role of the CMO assumes a strategic importance not only as a voice company but as “ear on the market,” the investment decision of marketing needs to be supported with new assessment tools.
This session will be dedicated to sharing the experiences of those who play a crucial role in this scenario and the presentation of a research initiative that, taking advantage of the best available technology solutions, will lead to the definition of a new platform for ROI analysis of marketing.

 


Armando Janigro, Business Development Manager, Oracle (@twmando)
Giorgio Racca, Partner, Techedge
Pier Francesco Fedrizzi, Digital Business Catalyst, RealWeb (@Pierfedrizzi)
Roberta Cuel, Uni Trento
Nino Bruni, Techedge

4:45 – 5:15 pm Refreshment &  Expo Hall Time

Expo+
What’s this?
Expo Hall Sponsored by:

Seo Cube

 

5:15 – 6:30 pm

Social Media Marketing

Decoding Facebook Ads: Strategies & Tactics For The New Ad Environment twitter-logo (#smx #15A)

With the ever-changing Facebook ads environment staying afloat is tougher than ever. From traditional ads, to the organification of sponsored stories to promoted post, opportunities are aplenty for the modern day Facebook advertiser. Mobile-only targeting allows advertisers to take advantage of behavior differences between mobile and desktop devices. This session will cover everything you need to know about Facebook Ads, changes and optimization tactics to ensure you are getting the most out of your Facebook spend.

Moderator: Luigi Gioni, CEO, Plannify S.r.l (@LGioni)

Speakers:

Amedeo Guffanti, General Manager, 77Agency (@amedeoguffanti)

Sandro Moretti, President & Founder, Simple Agency(@simpleagencylab)

Search Engine Optimization

Taming International Search Engine Optimization twitter-logo (#smx #15B)

Do you – or can you – sell worldwide? If so, what are the key issues you should be considering in a multi-lingual, multi-market world? What search engines really count internationally? This session considers the major things you need to know for international organic search success, from keyword selection to domain and mobile usage.

Moderator: Sean Carlos, President, Antezeta (@seancarlos)
Speakers:
Bill Hunt,, President, Back Azimuth Consulting (@billhunt)
Johannes Müller, Webmaster Trends Analyst, Google (@JohnMu)

Search Engine Advertising, Search Engine Optimization, Social Media Marketing

In-House, Outsource or Both? twitter-logo (#smx #15C)

Successful digital marketing in an ever evolving online environment isn’t so easy. Some organizations choose to execute search and social media strategies in-house while others choose external expertise to accomplish their digital marketing and communication. Yet others opt for a hybrid approach. In this session panelists will share their experiences in managing the challenges faced in each scenario from recruitment, ongoing training to vendor management.

Moderator: Nicola Mattina, Founder, Elastic (@nicolamattina)
Speakers:
Sante Joseph Achille, Consultant Seo (@sjachille)
Motoko Hunt,, AJPR Llc (@motokohunt)
Ruth Burr , Marketing Lead e Head of SEO, Moz(@ruthburr)
6:30 – 7:00 pm SMX MILAN EXPO
Visit the search marketing solutions providers in the Expo Hall while enjoying beverages and munchies

Expo+
What’s this?
Expo Hall Sponsored by:

Seo Cube

 

7:00 pm SMX MILAN EXPO
Join us for SMX After Dark. There’ll be beverages, munchies, and great conversation!

Expo+
What’s this?

Fiera Milano Media reserves the right to make any changes it deems necessary to this program. We will make commercially reasonable efforts to retain speakers and their presentation topics. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker.