Full Agenda Day 2

SMX Milan 2014 Agenda – November 14
08:00 –09:00

Breakfast & Registration

09:00 –10:00

Keynote – Automation (Does Not Equal) Strategy (or, A Tool Box Does Not A Cabinet

10:00 –11:15

Search Engine Optimization

Long-Term SEO: How To Win For Years, Not Days (#smx #36239)

Links. Structured data. Authorship. Social sharing. Quality content. There are thousands of “signals” that the search engines take in, then weigh up. What do SEOs who study the data think is growing in importance? What should you focus on? Attend this session and learn what you should be focusing on long-term to drive your results, rather than chasing down blind alleys or seeking short-term gains.

Moderatore

Chris Sherman, Founding Editor, Search Engine Land


Relatori

Shawn Dragann, CEO, Idea Evolver

Richard Falconer, Head of SEO, DigitasLBi

Roberta Remigi, Product Quality Analyst – Search, Google

Search Engine Advertising

Making Sense Of The Local Landscape (#smx #36240)

If the changes going on in local search are giving you a headache, you’re not alone. Google Places is still transitioning to Google+ Local, and there are several types of local listings being created in the process. Google Maps and Apple Maps are both vying for consumer attention on mobile devices. Local businesses know they need citations and reviews, and a trusted company website is a must for traditional search visibility. In this session, our expert panelists will guide local businesses (and marketers that serve them) with strategies and tactics that work in this often confusing local landscape.

Moderatore

Sean Carlos, President, Antezeta


Relatori

Luca Bove, SEO Influencer, Freelance

Susan Hallam, Managing Director, Hallam Internet Ltd

Chris Silver Smith, President, Argent Media

Social Media Marketing

You Ought to Be In Pictures: Close Up With Pinterest, Instagram & Flickr (#smx #36241)

With the rise of social picture sharing sites like Instagram and Pinterest, and the revival of Flickr, it’s clear that we’re living in the age of the image. Smart brands and marketers are creating captivating visual collateral to reach and connect with consumers on these image-centric social networks. Learn what they’re doing and how you can succeed in today’s photo-based world.

Moderatore

Alessio Garbin, Cofounder , Uramaki


Relatori

Cristiana Tumedei, Consulente di Comunicazione e Pubbliche Relazioni – Strategist for Artists and Creative, Cristiana Tumedei

Irene Dal Bello, Digital Marketing Manager, Hotel Principe di Savoia

11:15 –11:45

Refreshments, Expo Hall & SMX Theater Time

11:45 –13:00

Search Engine Optimization

Earning Links, Not Building Links (#smx #36243)

The value of links has evolved far beyond ranking factors, and your link acquisition strategy should be evolving too. In this session you’ll learn how to go beyond the drudge work of merely building links by attracting editorial mentions, building relevant citations, and discovering new tactics to generate referral traffic that drives real value and builds long-term authority for your website.

Moderatore

Gian Caprini, Global Senior Consultant, Digital Marketing, Expedia


Relatori

Matteo Monari, COO, BizUp

Search Engine Advertising

App Store Optimization (#smx #36244)

Although platforms like Apple’s App Store and Google Play are “closed” environments, content can and should be optimized to be more easily found. App store optimization requires SEO techniques that go beyond the usual web optimization processes. Panelists on this session describe the best ways to get your apps found by mobile and tablet users.

Moderatore

Eric Sylvers, Staff reporter, The Wall Street Journal


Relatori

Paolo Zanzottera, Co-Founder, Appocrate.it

Marco Ziero, Socio titolare, MOCA Interactive Srl

Social Media Marketing

YouTube Success Stories For Marketers (#smx #36245)

YouTube is the second largest search engine, so you definitely need to have search-optimized videos. But beyond video SEO, there are many other opportunities available to marketers who want to reach customers via online video. This session offers case studies, tips and tactics for easy ways leverage your online video assets.

Moderatore

Francesco Federico, Global Digital Marketing Director, Acer


Relatori

Dane Cobain, Social Media Specialist, fst the Group

Alessio Garbin, Cofounder , Uramaki

Marcello Signore, YouTube, Scrittore e Travel Blogger,

13:00 –14:00

Lunch & Expo Hall & SMX Theater Time

14:00 –15:15

Search Engine Optimization

What’s In My SEO Toolbox? (#smx #36247)

Tools are crucial for SEOs, and there’s no shortage of good ones to choose from, ranging across the spectrum of SEO activities, from competitive intelligence and content analysis to post-click analytics tools. In this session, our panelists talk about their favorite SEO tools, how they use them and why they chose them over alternatives.

Moderatore

Chris Sherman, Founding Editor, Search Engine Land


Relatori

Bastian Grimm, Managing Partner, Grimm Digital

Dixon Jones, Director, Majestic

Andrea Scarpetta, Director, Yottacom

Search Engine Advertising

Social Signals & Search: Fact Vs. Fiction (#smx #36248)

How Google and Bing factor social signals into their ranking algorithms for “regular” search results has changed over time. Who you are socially, your authority, the authority of those who talk about you (or your company) all may play a role, depending on the social network and search engine. This session looks at how social signals are currently being used with search.

Moderatore

Sean Carlos, President, Antezeta


Relatori

Frank Fuchs, OSS Evangelist, Microsoft

Rhian Ryan, Vice President, Director of Search Marketing, DigitasLBi

Social Media Marketing

Measuring Up With Social Analytics (#smx #36249)

Sure, social media has had plenty of hype, and everyone is “sure” of its value. But how do you prove that it offers tangible return on investment, especially if you’re trying to persuade clients or management to invest in Facebook, Twitter and other social media networks? 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.

Moderatore

Roberto Favini, Business Analyst, Hearst Magazines Italia


Relatori

Paolo Zanzottera, Co-Founder, Appocrate.it

Eugenia Burchi, Blogmeter, Social Media Strategist

15:15 –15:45

Refreshments

15:45 –16:45

Search Engine Optimization

SEO Site Clinic (#smx #36251)

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.

Moderatore

Chris Sherman, Founding Editor, Search Engine Land


Relatori

Susan Geraeds, SEO Product Owner, Booking.com

Johannes Müller , Webmaster Trends Analyst, Google

Search Engine Advertising

Allocating scarce marketing € in a multi-channel world (#smx #36252)

Marketers are confronted by ever more choice in the mix of digital marketing strategies and tactics available to reach campaign objectives. Yet the increasing complexity of multiple screens, better attribution analytics and re-targeting isn’t often matched by a commensurate increase in budget. Nor is it always clear how paid and earned spend influence each other in a specific channel, not to mention across the digital ecosystem. Never fear, our panelists will share how and why they balance the digital mix to reach short, medium and long-term goals.

Moderatore

Sean Carlos, President, Antezeta


Relatori

Adrian Cutler, Head of Digital, Globalclick

Claudio Vaccaro, CEO, BizUp Srl

Social Media Marketing

What’s in my Social Media Toolbox? (#smx #36253)

As your social media campaigns scale, it’s essential to equip yourself with the right tools to help automate your social sharing. Fortunately, there are now dozens of tools that help you create, manage, promote and measure social efforts. In this session, our experts discuss their favorite social tools and show how they free them to focus on the higher-value aspects of running their social campaigns.

Moderatore

Francesco Federico, Global Digital Marketing Director, Acer


Relatori

Dixon Jones, Director, Majestic

Roberto Grossi, Owner, Social Media Easy

16:45 –17:00

Session Break

17:00 –18:00

State of Digital Marketing 2015

18:00

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.