Full Agenda Day 1

SMX Milan 2015 Agenda – November 12
08:00 –09:00

Breakfast & Registration

09:00 –10:15

Welcome Remarks & Keynote Speaker

Google has evolved significantly from its early days, morphing from a simple list of ten blue links to today's rich search results which include images, news, video, real-time and a variety of other types of content. Furthermore, Google is now putting the mobile experience front and center, tailoring results to both an individual and their location. Google's Maile Ohye describes this fascinating journey and offers a glimpse of what to expect in the future.
(#smx #key1)

Moderator

Sean Carlos, President, Antezeta

Speakers

Maile Ohye, Senior Developer Programs Engineer, Google Inc.

10:15 –10:45

Refreshments & Expo Hall Time

10:45 –11:50

Search Engine Optimization

The Periodic Table Of SEO Ranking Factors: 2016 Edition

This ever popular SMX session takes a look at which search ranking factors are currently influencing SEO results. What's on the rise; what's on the decline; what still works? Our panelists parse the data and focus on the key elements that deliver maximum SEO success in 2016 and beyond.
(#smx #11a)

Moderator

Sean Carlos, President, Antezeta

Speakers

Andre Alpar, CEO, AKM3 GmbH

Daniel Furch, Head of Content Marketing, Searchmetrics

Search Engine Advertising

The Mad Scientists Of Paid Search

While most of us spend our days toiling away in the deepest details of paid search campaigns, the mad scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors. Come hear our distinguished marketing scientists as they present their latest discoveries, insights and knowledge you can test out for yourself.
(#smx #11b)

Moderator

Chris Sherman, Founding Editor, Search Engine Land

Speakers

Andrew Goodman, President, Page Zero Media

Patricia Hursh, VP Client Delivery, SmartSearch Marketing

Soren Ryherd, President & Co-Founder, Working Planet

Social Media Marketing

The Elements Of Viral-Worthy Content

Viral online content is capturing more and more attention, rivaling or even surpassing traditional media distribution.
So what’s the recipe for compelling viral content? One part gut feel, a dash of hard-nosed analytics and a deep understanding of the needs of your audience or customers are some of the key ingredients far-sighted marketers are using to amplify the results of their online campaigns.
(#smx #11c)

Moderator

Eric Sylvers, Staff reporter, The Wall Street Journal

Speakers

Paxton Gray, Director of Marketing Operations, 97th Floor

Paola Liberace, Consumer Market Research, Telecom Italia

Plus Session

Sponsored Session

To be defined
(#smx #11d)

11:50 –12:00

Room change

12:00 –13:00

Search Engine Optimization

The Latest In Advanced Technical SEO

While you're a master of the technical basics, even battle-scarred veterans can run into serious challenges when they dive into web site infrastructure, and find that things get a lot more complicated. URL parameter facets + pagination + canonicalization? Mobile + international versions? Local/geo + rel next/prev + AJAX?
If you're stumped on some of these issues you're not alone. Come hear how the experts tackle the crazy, complicated technical issues that completely sabotage even the best SEO efforts.
(#smx #12a)

Moderator

Susan Geraeds, SEO Product Owner, Booking.com

Speakers

Giuseppe Pastore, SEO consultant, Giuseppe Pastore

Simone Rinzivillo, CTO & Co-founder, Mamadigital

Search Engine Advertising

Taking Retargeting To The Next Level

New techniques to better understand who is visiting sites and viewing ads are enabling more sophisticated audience segmentation and message targeting. Google Analytics, Facebook, Twitter and others have made audience segmentation and targeting using both third-party and first-party data accessible. This ability to offer personalized ad experience can significantly increase conversion rates and ROI. In this session, you'll learn innovative tactics for segmenting audiences and tailoring ad campaigns that speak to prospective customers at a seemingly one-to-one level.
(#smx #12b)

Moderator

Francesco Tinti, Owner, Active Mind

Speakers

Marco Volpe, Owner, Volpe Marco

Social Media Marketing

Marketing Mastery On YouTube

Going viral on YouTube can generate thousands of views. But that doesn’t mean you should promote your business on a cat related, lip synching, or celebrity gossip video. So what’s the best approach to leveraging the huge potential of YouTube? Come to this session to learn best practices for socially promoting your videos… while maintaining the integrity of your brand.
(#smx #12c)

Moderator

Sean Carlos, President, Antezeta

Speakers

Anna Covone, Consulente, TuttosuYouTube

Giorgio Soffiato, MD, Marketing Arena

Plus Session

This session is sponsored and produced by Oracle

Ottimizzazione del (Re)Targeting con Oracle DMP
Oggigiorno ci sono molteplici tool e canali all’interno del mondo del Search nelle sue varie declinazioni; la sfida è quindi diventata come avere una vista aggregata e olistica che consenta la definizione ottimale delle campagne e dei profili sia per il targeting che re-targeting. All’interno di Oracle Marketing Cloud la soluzione di DMP indirizza esattamente questa tematica con l’obiettivo di evolvere i modelli di business esistendo portando le performance ad un nuovo livello.
(#smx #12d)

Speakers

Stefano Varasi, Sales Executive Marketing Cloud, Oracle

13:00 –14:15

Lunch & Expo Hall Time

14:15 –15:30

Search Engine Optimization

Keywords Are Dead – Long Live Concepts, Entities & Audiences!

Still thinking in terms of which keywords you should target for your SEO or paid search activities? Think again. With SEO, especially with Google Hummingbird, keywords might be entered by searchers, but concepts and entities are what get processed to find matches. This session looks at the shift away from the keyword-based world, with tips and strategies for thriving in a concept-driven world.
(#smx #13a)

Moderator

Andre Alpar, CEO, AKM3 GmbH

Speakers

Gianluca Fiorelli, Consulente Strategic SEO e Inbound Marketing, IloveSEO.net

Everett Sizemore, Director, R&D, Inflow

Ryan Wall, Chief Revenue Officer, Idea Evolver

Search Engine Advertising

Ad Bidding Strategies & Bid Modifiers

You pay when users click on your search ads. But not all clicks are equal when calculating ROI. In this session, you'll learn to maximize the return on your paid search campaigns by using modifiers that automatically change bids by various dimensions, such as time of day, geography and device type.
(#smx #13b)

Moderator

Chris Sherman, Founding Editor, Search Engine Land

Speakers

Andrew Goodman, President, Page Zero Media

Andrea Serravezza, Head of Advertising, BizUp

Social Media Marketing

Winning Strategies With Facebook Ads

From branding to content marketing to performance marketing, companies are finding success with Facebook ads. In this session, we'll hear about innovative ways advertisers are tapping into Facebook's evolving capabilities, using first-party data and testing ad formats and messaging to meet engagement and revenue goals for their businesses.
(#smx #13c)

Moderator

Valentina Vellucci, Digital Analyst, MagillaGuerrilla

Speakers

Dane Cobain, Social Media Specialist, fst the Group

Roberto Scatena, Client Solutions Manager, Facebook

Plus Session

Sponsored Session

To be defined
(#smx #13d)

15:30 –16:00

Refreshments & Expo Hall Time

16:00 –17:15

Search Engine Optimization

Advanced Link Auditing & Best Practices For Acquiring Authoritative Links

Learn to diagnose whether a site has been hit by a link-based penalty and identify the likely causes, including manual action, algorithmic penalty or negative SEO.
Panelists will address critical topics such as what constitutes "good" vs. "bad" links, discuss what to do if you've been hit with a link penalty, plus teach you how to be proactive about link auditing and risk assessment.
You'll learn how to streamline link evaluations and the steps required to effectively manage link disavow processes when clean-up is necessary. You'll also learn scalable, white hat tactics for earning high quality links, including content development and PR-based strategies to drive meaningful citations and build authority while avoiding questionable link acquisition tactics.
(#smx #14a)

Moderator

Gianluca Fiorelli, Consulente Strategic SEO e Inbound Marketing, IloveSEO.net

Speakers

Matteo Monari, COO, BizUp

Jason White, VP of SEO and SMM, DragonSearch

Search Engine Advertising

Conversion Rate Rockstars

Dynamic landing page testing and tuning. Persona development. Search funnel and user navigation path sculpting. Attribution modeling. These and other tasks are becoming increasingly important for search marketers striving to achieve their ultimate goal of customer conversion — getting website visitors to take action by buying, registering, downloading, calling, or whatever your desired outcome may be.
The conversion rockstars on this panel will show you how to get inside your visitors' brains and create an experience that satisfies their needs by leading them seamlessly from search to ultimate conversion.
(#smx #14b)

Moderator

Sante J. Achille, Search Marketing Consultant, Sante J. Achille

Speakers

Stanislas Di Vittorio, CEO, ESV Digital

Patricia Hursh, VP Client Delivery, SmartSearch Marketing

Purna Virji, Senior Bing Ads Client Dev. & Training Specialist, Microsoft Bing

Social Media Marketing

Reacting To Real-Time Events: Being On-Point For Mass Appeal

Social media enables “Real Time Marketing Moments,” and brands are mustering resources to participate in the conversation during high-profile sporting and media events… with mixed results.
Some RTM Moments are one-hit wonders; some are egg-on-the-face blunders. But with adequate forethought, RTM Moments can deliver brand engagements that are timely, on-message, culturally relevant and memorable. In this session you’ll learn how social teams inside large brands and the agencies that support them plan for RTM Moments, glean insight in real-time, and respond swiftly with appropriate and results-delivering messaging.
(#smx #14c)

Moderator

Roberto Favini, Business Analyst, Hearst Magazines Italia

Speakers

Gianandrea Facchini, CEO, Buzzdetector

Rachele Zinzocchi, Social Media Manager, H3G

Plus Session

This session is sponsored and produced by Socialing Institute

Il ruolo dei New Media e Social Network nel dopo Expo

Milano Expo 2015 è stato un grande successo. Il tema della nutrizione, declinato nelle sue numerose sfaccettature, ha attratto studiosi, esperti operatori economici a confrontarsi per sei mesi sul tema della alimentazione. All’interno del successo di Expo un ruolo importante è stato sicuramente ricoperto dai Social Network. Il Socialing Institute (www.socialing.org) è stato partner ufficiale della Cascina Triulza ed ha presentato numerose proposte per coadiuvare le imprese ed organizzazioni partecipanti ad utilizzare in modo efficace questi strumenti. Questa sessione intende presentare ai partecipanti un quadro generale dell’utilizzo dei Social Network prima, durante e dopo Milano Expo 2015.

- Il ruolo dei new media e social network nell’acquisto di prodotti agroalimentari: il chilometro verde
- Il ruolo dei new media e social network nel successo di Expo 2015
- La strategia dei social media di Expo S.p.A.: il ruolo dello storytelling
- Le tecnologie di customer experience a supporto del business nel dopo Expo

In occasione dell’evento verrà presentato il libro: “Socialing – Un nuovo equilibrio tra consumatori, imprese e mercati” di Andrea Farinet, edito da Franco Angeli
(#smx #14d)

Speakers

Alessandra Albretti, Head of Media Management & Communication Projects, Expo 2015

Giacomo Biraghi, Digital PR, Expo 2015

Andrea Farinet, Coordinatore Scientifico dell'evento e Professore di Economia e Gestione delle Imprese, Liuc – Università Cattaneo

Stefano Mirti, Responsabile Social Media Team, Expo 2015

Giovanni Ravasio, Country Leader Applications, Oracle Italia

17:15 –18:15

Networking Reception in the Expo Hall

18:15

End of day 1

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.