Full Agenda Day 1

SMX Milan 2014 Agenda – November 13
08:30 –09:30

Breakfast & Registration

09:30 –10:45

Search Engine Optimization

Keyword Research & Copywriting For Search Success (#smx #36218)

The first step to any successful marketing campaign is to know your message. With search marketing that means understanding the search terms being used by your target audience. And though it sounds obvious, it helps to actually use those words in your web pages! This session covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic – and also pleases your human visitors.

Moderatore

Sean Carlos, President, Antezeta


Relatori

Ryan Wall, Chief Revenue Officer, Idea Evolver

Diego Puglisi, Search Marketing Manager, Thomas Cook Airlines

Search Engine Advertising

Creating & Perfecting Killer Paid Search Ads (#smx #36219)

Want to write the best ads the world has ever seen, and then prove you’ve done it? This session covers all of the important tactics and best practices, including keyword selection, topics, types of testing, demographics, ad formats and more.

Moderatore

Chris Sherman, Founding Editor, Search Engine Land


Relatori

Ale Agostini, Managing Director , Bruce Clay Europe

Brad Geddes, Founder, Certified Knowledge

Andrew Goodman, President, Page Zero Media

Social Media Marketing

Social Media Fundamentals (#smx #36220)

You may participate in social media casually, but as a marketer it’s crucial to have a deeper understanding of what works, what doesn’t and who the major players are. You need to know the subtle but key differences between paid, earned and owned social media channels. And of course, while social media is great for marketing and branding, it can also be an effective channel for PR, customer service, community building and other areas. This session sets the stage for the rest of the conference by equipping you with the core fundamentals of social media marketing.

Moderatore

Luca Perugini, Consultant, Social Media Strategist, Luca Ing. Perugini


Relatori

Roberto Favini, Business Analyst, Hearst Magazines Italia

10:45 –11:15

Refreshments, Expo Hall & SMX Theater Time

11:15 –12:30

Search Engine Optimization

What Is Hummingbird & The Entity Search Revolution? (#smx #36222)

Google retooled its search engine a few months ago, introducing a new system called “Hummingbird” that moves beyond keyword search and into “entity search.” At this session, you’ll learn the difference between entity vs. keyword search on both Google and Bing, and how SEOs can – and should – take advantage of this change.

Moderatore

Chris Silver Smith, President, Argent Media


Relatori

Johannes Müller , Webmaster Trends Analyst, Google

Paul Bongers, Senior Manager Business Development, Searchmetrics

Simone Rinzivillo, CTO & Co-founder, Mamadigital

Search Engine Advertising

Pro-level Tips For Succeeding At Retargeting (#smx #36223)

Retargeting capabilities like Google remarketing lists, FBX and new interactive ad formats are raising the stakes for search marketers. We now have more tools to: lure site visitors deeper into the sales funnel; up-sell current customers with site retargeting; and to reach new audiences searching for similar products and services with search retargeting In this session speakers will share tactics and strategies for executing winning retargeting campaigns.

Moderatore

Sante Joseph Achille, Consulente per Motori di Ricerca e di Web Marketing, achille.name


Relatori

Gianpaolo Lorusso, Creator/organizer, ADworld Experience

Marco Volpe, CEO, Volpe Marco

Social Media Marketing

Develop & Captivate Audiences with Effective Storytelling (#smx #36224)

Throughout the ages stories have been used to educate and entertain. Today well crafted stories enable marketers to break through the noise while lending themselves to viral sharing. They can also be a great way for digital analytics professionals to present cryptic data. What are the elements of a good story? What surprisingly doesn’t work? Our panelists have some good stories for you!

Moderatore

Paolo Zanzottera, Co-Founder, Appocrate.it


Relatori

Federico Ascari, Brand Projects, Telecom Italia

Andrea Fontana, CEO, Storyfactory

12:30 –14:00

Lunch & Expo Hall & SMX Theater Time

14:00 –15:15

Search Engine Optimization

Semantic Search wants Structured Data! (#smx #36226)

With the spotlight on semantic search and the quest to match the user’s query intent, search marketers are thinking about how they can best leverage structured data. Though approaches like using the Schema standards and related markup is recommended, implementing them correctly can be difficult and may not always provide expected results. Learn how to prioritize your efforts by learning which types of rich snippets are being most frequently used in search results and driving success for those who have implemented markup.

Moderatore

Chris Sherman, Founding Editor, Search Engine Land


Relatori

Chris Silver Smith, President, Argent Media

Sante Joseph Achille, Consulente per Motori di Ricerca e di Web Marketing, achille.name

Bastian Grimm, Managing Partner, Grimm Digital

Search Engine Advertising

Rise of the Robots: Automating SEA Campaigns (#smx #36227)

Advertising agencies have been using computers for nearly 40 years. Yet many SEA and Display advertisers can significanly improve their efficiency through better automation. Which tools can do the most to help us improve our workflow, bid more accurately, and look for the statistical winners in ad tests? How do we make marketing statistics not only actionable, but possibly actionable in real time with frequent programmatic adjustments? Our panelists are ready to tell all!

Moderatore

Brad Geddes, Founder, Certified Knowledge


Relatori

Andrew Goodman, President, Page Zero Media

Evert Veldhuijzen, CEO / Founder, Netlead GmbH & Co. KG

Social Media Marketing

Facebook for Business & Other Paid Social Media Opportunities (#smx #36228)

Facebook is the largest social sharing site on the internet, and your customers expect to find you there. What will you offer them? How will you get them to like your business? What will you do in exchange for their loyalty? And how can you use Facebook to promote your business and find more customers? Other social media platforms also offer advertising options, enabling you to broaden your reach and find new customers. This session explores the strategies and tactics needed for your business to get the maximum return on your investment in Facebook as well as other paid social media opportunities, and how to best take advantage of what each has to offer.

Moderatore

Sean Carlos, President, Antezeta


Relatori

Giuseppe Guerra, Head of Media and Services Italia, 77Agency

Pietro Sansone, Chairman, LiveXtension

Ugo Zambuto, Web Marketing Manager presso Web & New Media / Direzione Centrale Comunicazioni Esterne e Media di Ferrovie dello Stato Italiane, Ferrovie dello Stato Italiane

15:15 –15:45

Refreshments & Expo Hall Time

15:45 –17:00

Search Engine Optimization

Best Practices For Mobile SEO (#smx #36230)

On the small screen, ranking high is critical. But do conventional desktop SEO techniques cut it? Some advocate distinct mobile SEO tactics, while others question the very notion of “mobile SEO.” Google is explicit in its advice: be sure to correctly map and optimize your site for mobile users and their intent rather than taking a one-size-fits-all approach – or else! In this session, you’ll get the fresh tactics you need to maximize the enormous mobile search opportunity.

Moderatore

Chris Sherman, Founding Editor, Search Engine Land


Relatori

Frank Fuchs, OSS Evangelist, Microsoft

Shawn Dragann, CEO, Idea Evolver

Johannes Müller , Webmaster Trends Analyst, Google

Search Engine Advertising

Improve Your SEA Results With Call, Images & Other Ad Extensions (#smx #36231)

Ad Extensions are used to spice up your ads for Bing and Google with images, locations, phone numbers, and more. Additionally, Google uses extensions to calculate your ad’s position. Attend this session to learn how to use extensions for each device and search engine to acquire more customers from your SEA campaigns.

Moderatore

Gianpaolo Lorusso, Creator/organizer, ADworld Experience


Relatori

Rossella Cenini, Search Advertising Specialist, Studio Cappello

Emanuela Stracchi, Search Advertising Lead, Microsoft

Social Media Marketing

Managing Your Social Community (#smx #36232)

This soup-to-nuts session on effective online community management is your ticket to a healthier, happier, more engaged network of customers, clients, and fans. We’re going to cover everything community managers need to know, including: setting realistic community expectations incentivizing engagement and rewarding participation dealing with community crises and conflicts publishing a consistent stream of topical content measuring goal-oriented metrics… and more! You’ll leave this session with the tools and know-how to develop and maintain a thriving online community!

Moderatore

Sean Carlos, President, Antezeta


Relatori

Rachele Zinzocchi, Social Media Manager, H3G

Mariella Merlino, Digital PR & Social Media Manager, Banzai/GialloZafferano

17:00 –17:15

Session Break

17:15 –18:15

Keynote – Person-to-person: Putting staff at the heart of the social media experience

18:15 –20:00

Expo Hall Reception

20:00

END

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.