SMX Milan 2013 Full Conference Agenda
Day 2: November 08, 2013

SMX Milan Agenda – November 08, 2013 – Expo Hall Hours: 10:00 am – 5:00 pm

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

Keynote

twitter-logo (#smx #2KEY)

Speakers:
Bruce Hazan, Head of Solutions Engineering for EMEA, Facebook (@brucehazan)

10:00 – 11:15 am

Social Media Marketing

Solution Spotlight by Genesys (10:00-10:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.

 

Customer Service Through Social Media twitter-logo (#smx #21A)

Social media has turned into a new and still developing customer service channel. How do you deal with what’s effectively a system that allows your customers to shout their problems out in public and expect a solution? In this session, you’ll learn best practices from our panel of experts who are in the trenches managing social media customer service operations, and perhaps how to turn those problems into testimonials.

Moderator: Andrea Farinet, Professor of Psicology of Consmers, Relationship Marketing and Customer Relationship Management, Cattaneo University (LIUC)(@AndreaFarinet)

Speakers:

Federico Cominotto, Web Marketing and Social Media, 3 Italy

Elisabetta De Grimani, Head of Web e New Media Division, FS Italiane SpA (@ladegri)

Search Engine Optimization

Schema.org: Real World Markup For Success twitter-logo (#smx #21B)

You may know semantic markup is important, but what is the most effective way possible to use it? This session’s speakers will share how they fine-tuned their approach to microdata and other ways to express authority to search engines. They will also offer case-study examples of how paying attention to detail has had a significantly positive impact on online visibility.

Moderator: Sean Carlos, President, Antezeta (@seancarlos)

Speakers:

Ruth Burr , Marketing Lead e Head of SEO, Moz(@ruthburr)
Bastian Grimm , Founder e partner, Grimm Digital (@basgr)
Marcus Tober,, Founder, Searchmetrics (@marcustober)

Search Engine Advertising

Mobile Ads: From Click-To-Call & Beyond twitter-logo (#smx #21C)

Mobile ads are similar to traditional SEA ads, but mobile users have different needs, which requires a different approach to the user experience. Do you provide click-to-call links in your ads for those user who needs immediate gratification? Or do you create unique landing pages for mobile users that lead them to an immediate, uncomplicated conversion? And how will Google’s “enhanced campaigns” affect your decisions? Learn the best approaches to creating successful mobile advertising campaigns.

Moderator: Sante Joseph Achille, Consultant Seo (@sjachille)

Speakers:

Luciano Cantoni, Senior Mobile Solutions Lead, Google(@Lu371)

11:15 – 11:45 am Refreshment & Expo Hall Time

Expo+
What’s this?

Expo Hall Sponsored by:

Seo Cube

11:45 – 1:00 pm

Social Media Marketing

The Voice of The Consumer – Social Media & Consumer Reviews twitter-logo (#smx #22A)

Many companies use the social web to try to learn more about the opinions of their customers regarding the company’s brands, products, people and services. Consumer reviews play a central role as unsolicited feedback from consumers. However, what role do consumer reviews really play in the sales process? Do reviews impact the visibility of websites in search results? How can reviews be effectively monitored and analyzed? How can they be used for long-term success?

Moderator: Andrea Farinet, Professor of Psicology of Consmers, Relationship Marketing and Customer Relationship Management, Cattaneo University (LIUC)(@AndreaFarinet)

Speakers:

Cristiano Toni, BI Director, Freedata Labs (@cristianotoni)
Massimo Milita, Marketing Director, Sorgenia (@MassimoMilita)

Search Engine Marketing

Maps, Metros & Mobile: Surviving And Thriving In Local Search twitter-logo (#smx #22C)

By most estimates, 20% to 30% of all searches have local intent, and that number dramatically increases on mobile devices. But local search visibility is a moving target these days and just getting the basics right is no guarantee of success. In this session, our expert panelists will share tips and tactics for mastering the local search landscape, including the social network implications of Google+ Local (ex Google Places)

Moderator: Ale Agostini, Managing Director, Bruce Clay Europe (@agostini_ale)

Speakers:
Luca Bove, Search Marketing Specialist, Imevolution srl (@lithops)
Chris Silver Smith, President, Argent Media (@si1very)

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

Expo+
What’s this?

Lunch Sponsored by:

Expo Hall Sponsored by:

SMX Theater:

77 Agency

Seo Cube

Majestic SEO

2:00 – 3:15 pm

Social Media Marketing

Measuring Social Media ROI twitter-logo (#smx #23A)

Sure, social media has had plenty of hype, and everyone is “sure” of its value. But how do you prove that it offers a true return on investment, especially if you are trying to persuade clients or management to invest marketing dollars in Facebook, Twitter and other social media campaigns? This session looks at emerging social media analytics methods, how to measure “conversions” when there may be no tangible transactions, as well as some of the tools available to measure ROI and performance of social media activities.

Moderator: Nicola Mattina, Founder, Elastic (@nicolamattina)

Speakers:
Vincenzo Cosenza, Social Media Strategist, Blogmeter (@vincos)
Ric Dragon,CEO, DragonSearch (@ricdragon)

Social Media Marketing, Search Engine Optimization

I’m feeling Wikipedia twitter-logo (#smx #23B)

Wikipedia is so predictably a top search result for so many queries some have suggested that Google’s “I’m feeling lucky” button be renamed “Take Me to Wikipedia”. Wikipedia is also a significant source of data for Google’s Knowledge Graph and of direct traffic to many sites. Yet correcting and updating a Wikipedia entry needs to be done with respect to the rules governing Wikipedia’s community. You’ll come away from this session knowing how this influential site works and how to participate constructively.

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

Speakers:Frieda Brioschi,President, Wikimedia Italia (@ubifrieda)
Loredana Grimaldi,Head of Corporate Communication, Telecom Italia
Nicoletta Vittadini, Associate Professor of Sociology of Culture and Communication, Catholic University of Milan

(@nicovitt)

Search Engine Marketing

Trends In Mobile Search – from optimization to commerce twitter-logo (#smx #23C)

Mobile search has exploded, with people increasingly turning to their smartphones and tablets to find answers and make purchases. Our panelists in this session provide you with solid stats on how people are using mobile, predict growth trends, and discuss key aspects that are unique to mobile marketing such as optimizing for mobile, voice search, Google’s new introduction of “enhanced campaigns” and responsive design.

Moderator: Sean Carlos, President, Antezeta (@seancarlos)

Speakers:
Paolo Zanzottera, CEO, ShinyStat (@Zanzottera)
Marco Loguercio,CEO, Find S.r.l. (@marcologuercio)

3:15 – 3:30 pm Refreshment Break
3:30 – 4:30 pm

Keynote

The Online Marketing Landscape 2014
twitter-logo (#smx #24ABC)
The pace of change in the world of online marketing continues to change at a breakneck pace. In this wide-ranging, PowerPoint free roundtable conversation, some of the foremost marketing experts in the world discuss changes in the world of paid, organic, social and display, how it impacts current campaigns and what to expect in the coming year. As a special bonus for SMX attendees, renowned authority Danny Sullivan, founding editor of Search Engine Land will be joining the conversation via live video.

Moderator: Chris Sherman, Founding Editor, Search Engine Land

Speakers:

Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)
Ruth Burr , Marketing Lead e Head of SEO, Moz(@ruthburr)
Ric Dragon,CEO, DragonSearch (@ricdragon)
Danny Sullivan, Founding Editor, Marketing Land

4:30 – 4:45 pm Refreshment Break
4:45 – 5:45 pm

Social Media Marketing

The Perfect Blog twitter-logo (#smx #25A)

For many, a blog is the hub of a company’s social media marketing efforts. But building a consistently high-quality blog is a challenge. How do you keep your blog updated with fresh and appealing content? Is there a way to get more comments and build a community of readers? Can you use your blog to generate leads and increase sales? This session will cover those questions and more with actionable ideas for those new to blogging or those looking to make an existing blog even better.

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

Speakers:
Sante Joseph Achille, SEO Consultant (@sjachille)
Domitilla Ferrari, Social Media Strategist, Arnoldo Mondadori Editore (@domitilla)

Search Engine Optimization

SEO Site Clinic twitter-logo (#smx #25B)

Could improvements to your website deliver a search traffic boost? Get insights direct from our experts! All registered SMX Milan participants will have the opportunity to submit their site in advance for a live review by our panelists. The panelists will then select a few for review.

Moderator: Chris Sherman, Founding Editor, Search Engine Land

Speakers:

Johannes Müller, Webmaster Trends Analyst, Google (@JohnMu)
Dave Naylor, Director, Bronco (@DaveNaylor)

Digital Analytics, Search Engine Marketing, Social Media Marketing

Meet Google Universal Analytics – Not Your Father’s Web Analytics twitter-logo (#smx #25C)

Earlier this year Google introduced Universal Analytics, a major advance in how digital communications data can be collected and analyzed. Google’s Universal Analytics offers greater personalization, greater integration with other data sources and provides the ability to get a more complete vision of the entire marketing funnel. What’s not to like? This session explores what Google’s Universal Analytics means for digital marketers.

Moderator: Sean Carlos, President, Antezeta (@seancarlos)

Speakers: 
Justin Cutroni, Analytics Evangelist, Google (@justincutroni)

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.