Full Agenda Day 2

SMX Milan 2015 Agenda – November 13
08:00 –09:00

Breakfast & Registration

09:00 –10:00

Keynote “The Power Of Location”

At a time when smartphones shape the consumer journey from dawn to dusk, there is one mission-critical piece of marketing information that has gone largely overlooked–location. Location data drives mobile consumers to your doorstep via maps, apps, directories, and search engines. It drives engagement on mobile devices. It drives greater performance and efficiency in digital and social advertising.
Discover if you're fully leveraging the full power of location in this engaging session led by Jeff Rohrs, CMO of Yext and author of
AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers.
(#smx #key2)

Moderator

Sean Carlos, President, Antezeta

Speakers

Jeffrey K. Rohrs, Chief Marketing Officer , Yext

10:00 –11:15

Search Engine Optimization

The Most Common SEO Mistakes, And How to Fix Them

Let's face it – sometimes "conventional wisdom" and "SEO best practices" are just flat-out wrong, and can actually hinder rather than help your efforts at gaining search visibility. In this session, veteran search marketers looks at the most common mistakes they have encountered and offer solid advice on how to remedy their negative impacts on search marketing campaigns.
(#smx #21a)

Moderator

Susan Geraeds, SEO Product Owner, Booking.com

Speakers

Matteo Monari, COO, BizUp

Francesco Piersimoni, SEO Senior, Co-Founder, Co-Owner, Adrias Online

Stephan Walcher, Head of Product Management , OnPage.org

Digital Marketing & Mobile Devices

Surviving Google’s Mobile Friendly Drive

Ready? Google has said that its new mobile-friendly algorithm will impact more sites than their Panda or Penguin algorithms. And though mobile SEO has much in common with traditional SEO, other factors weigh significantly in mobile search algorithms. For example, how important is the mobile user experience? Is your site responding properly to tablets vs. phones or even different types of phones? What about load time, link placement, http status codes, or the use of rich content? To be truly effective at mobile SEO, you need to pay close attention to these and other factors, and this session shows you how.
(#smx #21b)

Moderator

Chris Sherman, Founding Editor, Search Engine Land

Speakers

Shawn Dragann, CEO, Idea Evolver

Johannes Müller , Webmaster Trends Analyst, Google

Marcus Tober, CTO/Founder, Searchmetrics GmbH

Social Media Marketing

Advanced Winning Strategies With Facebook Ads

From branding to content marketing to performance marketing, companies are finding success with Facebook ads. In today's session, we'll hear about the more advanced ways advertisers are tapping into Facebook's evolving capabilities to meet engagement and revenue goals for their businesses.
(#smx #21c)

Moderator

Gian Caprini, Global Senior Consultant, Digital Marketing, Expedia

Speakers

Andrea Lai, Sales Manager / Head of Performance marketing (Italy), Facebook

Paolo Picazio, Marketing Partner Manager, Facebook

Fabio Sutto, Digital Strategist and Owner, Performance Based IT

Plus Session

Sponsored Session

To be defined
(#smx #21d)

11:15 –11:45

Refreshment & Expo Hall Time

11:45 –13:00

Search Engine Optimization

The Next Generation of Structured Data: Taking Markup To The Next Level

In this session, you'll learn how to go beyond basic schema or related microdata markup by using structured data markup to gain greater visibility outside of standard web search, and take full advantage of new marketing opportunities in mobile and conversational (voice) search. You'll hear new ideas for creating indexable apps, leveraging JSON-LD to push app content and actions to search results, the Knowledge Graph and more, and how to track your success using Google Tag Manager and other tactics.
(#smx #22a)

Moderator

Ryan Wall, Chief Revenue Officer, Idea Evolver

Speakers

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

Everett Sizemore, Director, R&D, Inflow

Digital Marketing & Mobile Devices

What You Should Be Doing In Search & Mobile

Mobile SEO has much in common with traditional SEO, but other factors weigh significantly in mobile search algorithms. Likewise, your mobile ad campaigns need to be developed and structured differently than your desktop efforts.
This session goes beyond the basics of mobile search marketing and brings you up to speed on crucial tactics you won't want to overlook.
(#smx #22b)

Moderator

Sean Carlos, President, Antezeta

Speakers

Ale Agostini, Managing Director , Bruce Clay Europe

Luca Bove, Founder, IM Evolution

Marco Ziero, Co-owner, CMO, MOCA Interactive

Social Media Marketing

Recovering From A Social Media Mistake

It is virtually inevitable. Your well organized and managed social media marketing department will slip-up at some time, and the social audience will punish you for it. In this session you’ll hear from brands that have survived social media miscues, from minor gaffes to major transgressions, and how they avoided the reputation-damaging consequences… then and in the future.
(#smx #22c)

Moderator

Stephen Croncota, Head Of Marketing, Communications & PR, Versace

Speakers

Dane Cobain, Social Media Specialist, fst the Group

Rachele Zinzocchi, Social Media Manager, H3G

Plus Session

Sponsored Session

To be defined
(#smx #22d)

13:00 –14:15

Lunch & Expo Hall Time

14:15 –15:30

Search Engine Optimization

Ask Me Anything With Google

A highlight of SMX is this "ask me anything" session where Google takes on any question an SEO has. It'll begin by covering some of the most asked about SEO issues over the past year, with plenty of time for open questions from the audience. You won't want to miss it!
(#smx #23a)

Moderator

Chris Sherman, Founding Editor, Search Engine Land

Speakers

Johannes Müller , Webmaster Trends Analyst, Google

Digital Marketing & Mobile Devices

Converting The Mobile Visitor

Ignoring mobile users is foolhardy in a world where mobile traffic accounts for as much as 50% of all internet traffic… and a large percentage of sales. But what's the best way to attract and convert mobile users? Text ads? Display ads? Click-to-call offers? And what about targeting, by device, by location, or even by demographics of users on specific carriers?
Attend this session and learn effective tactics for converting mobile visitors into customers.
(#smx #23b)

Moderator

Paolo Zanzottera, Co-Founder, Appocrate.it

Speakers

Giovanni Farese, Head of Telemarketing & Taletelling, Axelero Spa

Marco Volpe, Owner, Volpe Marco

Social Media Marketing

Measuring Up With Social Analytics

Proving tangible ROI is key to persuading management and clients to invest more in social media marketing.
This session looks at social media analytics methods, how to measure "conversions" when there may be no identifiable transactions, as well as some of the tools available to measure ROI and performance of social media activities. After this session, you'll be able to conclusively demonstrate the value social media brings to the marketing mix.
(#smx #23c)

Moderator

Sean Carlos, President, Antezeta

Speakers

Jon Quinton, Agency Director, Builtvisible Ltd

Stijn Van De Vyver, Online Communications Manager, iMinds

Plus Session

Sponsored Session

To be defined
(#smx #23d)

15:30 –16:00

Refreshments & Expo Hall Time

16:00 –17:00

State of Digital Marketing 2016

The speed of change in the world of online marketing continues to change at a breakneck pace. In this wide-ranging slide 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.
(#smx #sdm)

Moderator

Chris Sherman, Founding Editor, Search Engine Land

Speakers

Susan Geraeds, SEO Product Owner, Booking.com

Matteo Monari, COO, BizUp

Jeffrey K. Rohrs, Chief Marketing Officer , Yext

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

17:00

End of the Event

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.