SMX East 2014 Full Conference Agenda September 30

7:00am-9:00am
(2 hr)

Breakfast & Registration

9:00am-10:15am
(1 hr 15 min)

Search Marketing Boot Camp

Keyword Research & Copywriting For Search Success (#smx #11C)

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.

Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)

Q&A Coordinator: Dennis Hart, President, Analytics SEO (@click2dennis)

Speaker:

Christine Churchill, President, KeyRelevance (@keyrelevance)

Summit

No, SEO Is Never Dead…It’s Just Trying To Be (#smx #11A)
Even though Google needs SEOs and SEOs need Google, the search giant continues to make our jobs more challenging. The strategies and tactics that work for search and users has radically changed and yet there are still constants and will continue to be many opportunities for resourceful SEOs. This presentation will detail the frustrations and risks faced by SEOs today, and will highlight the current and future opportunities for SEO and audience development.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc. (@CJSherman)

Speaker:

Marshall Simmonds, Founder and CEO, Define Media Group, Inc. (@mdsimmonds)

Summit

All Search Is Now Social (#smx #11A)
Google has placed a huge bet on social, not just on integrating Google+ into all of the online giant’s moving pieces, but also in increasing the strength of social signals in determining search relevance. Similarly, search is becoming much more important to social sites like Facebook and Twitter, like intelligent string intertwining users, content and activities. As social and search become increasingly like the opposite sides of the same coin, marketers must adopt new hybrid approaches that are effective both with man and machine. Learn how in this session.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc. (@CJSherman)

Speaker:

Tami Cannizzaro, Global Director of Marketing, Social Business, IBM (@tamicann)

Summit

Branding Your Data Visualizations (#smx #11A)
All too often marketers build data visualizations using all of Excel’s default settings, resulting in charts, graphs, and tables that are insipid and lacking even a scintilla of your brand’s DNA. Your reports don’t need to be boring or mind-numbing if you build visualization templates that consistently and elegantly communicate your branding. Come see some truly outstanding examples of what Edward Tufte calls “the qualitative display of quantitative information.”

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc. (@CJSherman)

Speaker:

Annie Cushing, SEO and Analytics Consultant, Annielytics.com (@AnnieCushing)

Tactics Track

Let’s Work Together: How SEO & SEM Can Help Each Other (#smx #11B)
Although paid and organic search marketers can seem miles apart in the strategies and tactics they use to accomplish their goals, there are actually numerous synergies in the two types of marketing. This session explores how each camp can leverage the strengths of the other, amplifying the effectiveness of the overall search marketing campaign.

Moderator: Monica Wright, Director of Audience Engagement, Search Engine Land and Marketing Land (@monicawright)

Q&A Coordinator: Jessica Thompson, Associate Features Editor, Search Engine Land (@jessotron)

Speakers:

Aaron Levy, PPC Consultant, Cast Iron Digital (@bigalittlea)
Brett Snyder, Owner, Agora Inbound (@BrettASnyder)
Lisa Williams, President & Founder, Sustainable Digital Marketing (@seopollyanna)

10:15am-10:45am
(30 min)

Refreshment Break

10:45am-Noon
(1 hr 15 min)

Search Marketing Boot Camp


Solution Spotlight by Majestic SEO (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Link Building Fundamentals (#smx #12C)
Ever since Google created PageRank, every good search marketer’s motto has been “I link, therefore I am.” Though linking seems easy, it’s a far more subtle art than most realize, and there are right and wrong ways to conduct your linking campaign. In this session, we’ll look at how to reach out and get quality links, how to craft anchor text to build authority, and how to avoid commonplace mistakes that will hurt your web credibility (and search engine rankings).

Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)

Q&A Coordinator: Shari Thurow, Founder and SEO Director, Omni Marketing Interactive (@sharithurow)

Speaker:

Roger Montti, Owner, martinibuster.com (@martinibuster)

Summit

The Display Ad Of The Future: It’s All About You (#smx #12A)
What does the future of online display advertising look like? A landscape very different than today and one that disrupts current advertiser best practices and beliefs. In the past advertisers have predominantly focused on relevance to the user at the expense of resonance. We must relearn the art of storytelling and get back to a more powerful advertising model which balances both relevance and resonance of the ads. We must also adapt our measurement to evaluate success from a holistic marketing perspective, which marries the expectations and success criteria of the data marketer as well as the brand marketer. Learn how to prepare for this exciting new world of display ads like you’ve never seen.

Moderator: Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)

Speaker:

Tim Mayer, Chief Marketing Officer, Trueffect (@timmayer)

Summit

Defining & Mapping The Native Advertising Landscape (#smx #12A)
The term "native advertising" has so rapidly become endemic in digital marketing circles that there’s been little effort (and even less agreement) to understand what it actually is. With brands, agencies, publishers, social media platforms, and technology vendors venturing into new and hitherto uncharted territory, clarity and definition are called for.

This talk addresses the questions: What is native advertising and, by extension, what is it not? What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls? We’ll also attempt to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms.

Native advertising promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effective and engaging messaging that provides welcome economic benefits – as long as sufficient strategy, learning, coordination, and transparency are invested upfront.

Moderator: Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)

Speaker:

Rebecca Lieb, Analyst, Altimeter Group (@lieblink)

Summit

Everyone Is Wrong About Influence. Except Your Customers (#smx #12A)
What is influence? For a decade, Malcom Gladwell’s "The Tipping Point" has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.

Moderator: Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)

Speaker:

Valeria Maltoni, Vice President Digital Strategy, PM Digital (@ConversationAge)

Tactics Track


Solution Spotlight by Textbroker (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Competitive Research For SEO (#smx #12B)
Your competitors have top rankings in search results for some of your prime keywords. So how did they do it? Savvy SEOs know how to analyze and understand the strategies of the competition, and then use that knowledge to rev up their own efforts to achieve even greater visibility and reach. During this panel, our experts will discuss the tools and tactics they use to mine valuable competitive insights, and use that knowledge to maximize their own SEO strategies.

Moderator: Marshall Simmonds, Founder and CEO, Define Media Group, Inc. (@mdsimmonds)

Q&A Coordinator: Rhea Drysdale, CEO, Outspoken Media (@Rhea)

Speakers:

Casie Gillette, Director of Online Marketing, KoMarketing (@casieg)
Paxton Gray, Lead Digital Marketer, 97th Floor (@paxtonmgray)
Dennis Hart, President, Analytics SEO (@click2dennis)

Plus Session Track 

Marchex

Run Call Extensions and Click-to-Call Like A Pro

So you use Google call extensions? Now it’s time to have a world class, high ROI click-to-call campaign. Learn from the experts on how to track sales by keyword, integrate with your bid management tools, segment customer service calls and all the bells and whistles associated with a world-class click-to-call campaign. This interactive demo-filled session will include examples from Fortune 500 brands. Bring questions – we’ll have plenty of time for Q&A.

Speakers:
Cody Kunning, Director, Seach Engine Marketing,
Tim Graber, Senior Director, Product & Engineering,
Adarsh Nair, Director, Search Product & Engineering,

This session is sponsored and produced by Marchex. It is open to all SMX East attendees, including Expo+ Pass holders.

Noon-1:30pm
(1 hr 30 min)
Expo Hall Sponsored by:
Stone Temple Consulting


Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)
What’s this?

1:30pm-2:45pm
(1 hr 15 min)

Search Marketing Boot Camp


Solution Spotlight by DAC Group (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Paid Search Fundamentals (#smx #13C)
Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) or pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Q&A Coordinator: Rebekah Schelfhout, Group Head – Search, Periscopix (@rebekahtweet)

Speaker:

Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Summit

Automation Does Not Equal Strategy (Or, A Tool Box Does Not A Cabinet Make) (#smx #13A)
Automation allows you to do a lot with a little. It helps you become more efficient, measure better and provides a solid conduit to your customers. It also allows you to connect with new customers in ways you never thought possible. What automation will never build is your business strategy. A good product, a solid mission and a balanced approach to your marketplace – along with some good old fashioned elbow grease – are the only things that will help you move ahead of the pack. Motivity Marketing founder and CEO Kevin Ryan will take you through a guided tour of making inspiration and perspiration come together to make something wonderful happen.

Moderator: Pamela Parker, Contributing Editor, Search Engine Land (@pamelaparker)

Speaker:

Kevin Ryan, CEO, Motivity Marketing (@KevinMRyan)

Summit

The 4th Wave Of Content Marketing (#smx #13A)
Content may be king, but content marketing is Game of Thrones – it’s a constant struggle to stay ahead. The cacophony is a challenge not only for marketers, but also for prospects besieged with a metric ton of reports, white papers, ebooks, and buyer’s guides. Innovation to break through this noise in content marketing has come in waves: first with SEO, second with rich content, and third with personalization. In this session, marketing technology advocate Scott Brinker (chiefmartec.com) will reveal the dynamics of the emerging 4th wave of content marketing – interactive content with marketing apps – that will help you conquer the kingdom.

Moderator: Pamela Parker, Contributing Editor, Search Engine Land (@pamelaparker)

Speaker:

Scott Brinker, co-founder & CTO, ion interactive, inc. (@chiefmartec)

Summit

The Future Of A Brand (#smx #13A)
Today’s marketers are expected to understand what makes a beautiful brand, how to build one, and grow brand loyalty. Joanna will walk us through what that means for our everyday roles, as well as ways to make sure you’re building a brand that consumers can and will love. Tomorrow’s consumers do not want to buy “products.” they want to buy experiences from brilliant brands, and Joanna will show us what that means and how to do it.

Moderator: Pamela Parker, Contributing Editor, Search Engine Land (@pamelaparker)

Speaker:

Joanna Lord, VP of Marketing, Porch (@JoannaLord)

Tactics Track


Solution Spotlight by Webcertain (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Competitive Research For SEM (#smx #13B)
It’s not enough to be brilliant with your own paid search efforts. You also need to understand what your competitors are up to – their keywords, landing page and quality score strategies, and campaign management efforts. In short, you need to know everything they’re doing to enhance their visibility and diminish yours. Attend this session and learn how to easy it is to apply the time-tested techniques of competitive intelligence to give yourself an edge.

Moderator: Brad Geddes, Founder, Certified Knowledge (@bgTheory)

Q&A Coordinator: Julie Friedman Bacchini, President, Neptune Moon (@NeptuneMoon)

Speakers:

Christi Olson, Sr Manager of Online Partner Marketing, Expedia
Matt Van Wagner, President, Find Me Faster (@mvanwagner)
Purna Virji, Director of Communications, Petplan Pet Insurance (@purnavirji)

Plus Session Track 

Page One Power

Link Building and Content Marketing: How They Work Together

The SEO world changes rapidly, and Link Building in 2014 seems more complicated than it was just last year. will clarify the confusion, cut through the clutter and give the SEO community a much-needed reality check. Join Jon Ball as he discusses the state of link building in 2014.

Attendees will learn:

The Value of Links

How to Approach any Link Building Project

How Link Building and Content Marketing Work Together

Realistic Link Building Strategies

Jon Ball, VP of Business Development, Page One Power

This session is sponsored and produced by Page One Power. It is open to all SMX East attendees, including Expo+ Pass holders.

2:45pm – 3:30pm
(45 min)
Expo Hall Sponsored by:
Stone Temple Consulting

Refreshments, Expo Hall & SMX Theater Time

(open to Expo+ pass holders)
What’s this?

3:30pm-4:45pm
(1 hr 15 min)

Search Marketing Boot Camp


Solution Spotlight by BKA Content (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Search Engine Friendly Web Design (#smx #14C)
“I’m not designing my site for search engines”, is a common designer objection to SEO suggestions. The reality, however, is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to “read”, it’s never going to work for your human visitors either. Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.

Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)

Speaker:

Shari Thurow, Founder and SEO Director, Omni Marketing Interactive (@sharithurow)

Summit

Search & Find: Marketing In The Age Of The Internet Of Things (#smx #14A)
What does the world of marketing look like when we can reference beacons on everything a person touches, passes, buys, uses, and loses? And when you connect not on a screen, but through objects themselves? Join us in this blue sky session to consider the changes coming our way with the growth of the Internet of Things.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Speaker:

Erynn Petersen, Executive Director, Outercurve Foundation (@ebpebp)

Summit

The Importance Of Imagery (#smx #14A)
In the world of search engine marketing we tend to focus on copy, ad copy, web page copy, optimization copy, copy, copy, copy. But what about imagery? How can imagery influence digital marketing? Using imagery can influence performance. Rhonda will show how you can utilize photos, graphics, and illustrations to gain results.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Speaker:

Rhonda Hanson, Sr. Director of Digital Marketing, Global Marketing, Concur (@concur)

Summit

Making Moments Matter (#smx #14A)
Marketers have long worked to optimize the performance of existing consumer touchpoints. But what about those untapped moments – those moments that could produce tremendous value if you creatively unleashed today’s driving forces of technology, mobility, and data to benefit the customer like never before? Identifying these “greenfield” moments and making them matter is a tremendous opportunity for savvy marketers and brands looking to distance themselves from the competition.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Speaker:

Jeffrey K. Rohrs, VP, Marketing Insights, ExactTarget (@jkrohrs)

Tactics Track


Solution Spotlight by Quantcast (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Up Close With Twitter Cards & Facebook’s Open Graph (#smx #14B)
Twitter Cards make it possible for you to attach what Twitter calls “media experiences” to Tweets that link to your content. Facebook’s Open Graph lets apps “tell stories” on Facebook through an API. Both are powerful tools for marketers that are relatively easy to use, with proper setup and implementation. Panelists on this session show you how to take advantage of these under-utilized and cost-effective channels of social engagement.

Moderator: Monica Wright, Director of Audience Engagement, Search Engine Land and Marketing Land (@monicawright)

Q&A Coordinator: Amy Vernon, Head Honcho, Amy Vernon LLC (@amyvernon)

Speakers:

Merry Morud, Social Advertising Director, aimClear (@MerryMorud)
Evan Sandhaus, Lead Architect, Semantic Platforms, NY Times (@kansandhaus)
Courtney Seiter, Head of Content Marketing, Buffer (@courtneyseiter)

Plus Session Track 

Covario

Reimagine Your 2015 International SEO Budget: Understanding New Opportunities in Global Search

You want to make the most out of your search budget – the question is HOW? From HTTPS security to the new local ranking advantages, a lot has changed for the 2015 SEO landscape. In this session we will explore several key factors expected to affect global budget allocations next year. You will hear success stories and lessons learned on how to pitch, manage and evaluate search campaigns with internal and international stakeholders.

Speakers:
Jeff MacGurn, Senior Vice President of Search, Covario
James Mathewson, Search Strategy and Expertise Lead, IBM
Elena MacGurn, Global SEO Lead, Covario

This session is sponsored and produced by Covario. It is open to all SMX East attendees, including Expo+ Pass holders.

4:45pm-6:00pm
(1 hr 15 min)

Expo Hall Reception

SMX Expo Hall Reception
Sponsored by:
Stone Temple Consulting

The SMX Expo Hall Reception is your opportunity to meet the market-leading solution providers attending SMX East. Enjoy a drink and snacks while you visit them. See a list of the exhibitors here.

(open to Expo+ pass holders)
What’s this?

6:00pm – 7:00pm
(1 hr)
Keynote Room Sponsored by:
RKG

Evening Forum With Danny Sullivan
(#smx #forum)
The audience is the panel in this session. Search marketers share thoughts, ideas and knowledge. The session is moderated by Search Engine Land editor-in-chief Danny Sullivan, and the audience shapes the agenda.

(open to Expo+ pass holders)
What’s this?

Editorial & Sponsored Sessions

The vast majority of sessions at SMX are "editorial" ones, where speakers have been selected based on the quality of their content, and the session is organized by the SMX programming team. Editorial sessions do not have paid spots, no speaking slots are sold.

The Plus Session Track offers sessions that are paid speaking slots, where the content is produced by the sponsor themselves. These sessions are open to those with full conference passes and those with Expo+ passes. Solution Spotlights are brief paid introductions given by sponsors and exhibitors.

Track Sponsors have their company associated with a particular track, in the way that sponsors also are associated with the entire show. However, Track Sponsors do not program a track or have any editorial speaking slots on it. Similarly, show sponsors do not influence or control the overall editorial sessions.