Full Conference Agenda

SMX Local & Mobile: Denver, October 1st & 2nd, 2007

SMX Conference Agenda - Day 1 - October 1, 2007

Agenda - October 1, 2007
Expo Hall Hours: 9:45am-7pm

7:30am-9:00am

Breakfast and Registration

9:00am-9:45am

Keynote Address: Michael Jones, Chief Technologist, Google Earth, Google Maps, and Google Local Search

9:45am-10:30am

Morning Coffee Break - Exhibit hall opens

10:30am-12:00pm

Industry Issues Track

Introducing the Local Search Engines
Get a quick overview of the major players in local search, and then take the opportunity to ask them questions in this open-forum session.

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Matthew Berk, Marchex Lead Search Architect, Marchex
Heath Clarke, Chairman & CEO, Local.com
Jill Hammond, Head of Innovation & Strategy, RH Donnelley
Carter Maslan, Product Management Director, Local Search, Google
Frazier Miller, Director of Product Management, Yahoo! Local

Search Marketing Track

Managing a Local/Mobile Search Marketing Campaign
Managing a local or mobile search marketing campaign can be a challenge, as there are dozens providers each targeting different potential audiences. How do you choose partners? How do you allocate resources for maximum impact? This session explores the tactical demands of running a successful local/mobile search marketing campaign.

Moderator:
Chris Sherman, Executive Editor, Search Engine Land

Speakers:
Paul Bruemmer, Director Search Marketing, Red Door Interactive
Jenny Halasz, SEO Manager, Acronym Media
Chris Silver Smith, Lead Strategist, Netconcepts

12:00pm-1:15pm

Lunch

1:15pm-2:30pm

Industry Issues Track

SEO Best Practices for Local Search
Optimizing local content requires different approaches and techniques than traditional SEO. This session focuses on the proven best practices that can help your content rank well in local search results.

Moderator:
Chris Sherman, Executive Editor, Search Engine Land

Speakers:
Vanessa Fox, Product Team Lead, Zillow
Gib Olander, Business Development Director, Localeze

Search Marketing Track

Advertising Options for Local Search
Advertisers have numerous options for precisely targeting local search, including geographic and demographic tools, as well as the ability to place ads on Google maps. This session examines the range of ad options for local search and how to get the most from them.

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Scott Weller, General Manager, Localizing, LLC

2:30pm-3:00pm

Afternoon Break

3:00pm-4:15pm

Industry Issues Track

Community-Driven Local Search
Sites like Yelp, Insider Pages and others that aggregate local information and encourage users to contribute reviews, commentary and other content have been called "the future yellow pages." Community-driven local search sites can be a powerful source of referrals for search marketers - come learn how.

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Brad Jaehn, Director of Product Management, ShopLocal.com
Paul T. Ryan, CEO, Done Right!

Search Marketing Track

Tracking Clicks & Calls to Conversion
One of the major challenges with local and mobile search marketing lies with tracking: Although people search for information online, most purchases are still made at brick-and-mortar stores. This session focuses on techniques for measuring the effectiveness of your local and mobile search marketing campaigns regardless of where the ultimate conversions occur.

Moderator:
Chris Sherman, Executive Editor, Search Engine Land

Speakers:
Cam Balzer, Vice President of Emerging Media, DoubleClick Performics
Michael Murray, Vice President and General Manager, AOL New Ventures and Innovation, AOL

4:15pm-4:30pm

Session Interval

4:30pm-5:45pm

Industry Issues Track

Local Search Case Studies
What works in local search marketing? What doesn’t work? How does local search optimization and advertising differ from traditional search marketing? Speakers on this panel share their real-world experiences, successes and failures with local search campaigns.

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Orlando Fulgenzio, SVP Electronic Services, First Commonwealth Bank
Teresa Lawlor, VP of Marketing, MediaNewsGroup
Mark Leher, VP Marketing, WAND, Inc.

Q&A:
Micah Baldwin, Senior Vice President, Media Strategy, Indigio
Abu Noaman, CEO, Elliance
Marc Phillips, CEO & Founder, SearchForecast

Search Marketing Track

Putting Search Marketing on the Maps
Maps play an important role in local/mobile search - not only do they pinpoint business locations, they also serve as an alternative local advertising vehicle. This panel explores how maps can be an essential component of a local/mobile search marketing campaign.

Moderator:
Chris Sherman, Executive Editor, Search Engine Land

Speakers:
Alan Beiagi, Director and GM, Mapquest
Bobby Figueroa, Director of Product Management for Local Search and Mapping Services, Microsoft
Alex Porter, Vice President, Location3 Media

5:45pm-7:00pm

Krillion Networking Cocktail Reception sponsored by Krillion
SMX Conference Agenda - Day 2 - October 2nd, 2007

Agenda - October 2, 2007
Expo Hall Hours: 8am-3pm

8:000am-9:00am

Breakfast and Registration

9:00am-10:15am

Industry Issues Track

Pay-Per-Call Ads: Living Up to the Promise?
Giving searchers the opportunity to place a phone call directly from search results makes intuitive sense, but does it really work? A number of local and mobile search providers have experimented with pay-per-call and offer insights into when pay-per-call works - and when other types of search marketing are more effective.

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Ari Jacoby, President & Co-Founder, VoiceStar
James Price, Group Manager - Performance Based Products, Superpages.com

Q&A:
Marc Barach, CMO, Ingenio

Mobile Search Track

Introducing the Mobile Search Engines
Get a quick overview of the major players in mobile search, including notable behind-the-scenes providers who sell white-label search to a number of wireless carriers. Then take the opportunity to ask them questions in this open-forum session.

Moderator:
Gary Price, Director of Online Information Resources, Ask.com

Speakers:
Brendan Benzing, Vice President Mobile Search and Marketing, InfoSpace
Matthew Snyder, Header of Business Development, Nokia
Omar Tawakol, Chief Advertising Officer, Medio
Matt Tengler, Senior Product Manager, JumpTap

10:15am-10:45am

Morning Coffee Break

10:45am-12:00pm

Industry Issues Track

The Ultimate Local Ad Model
Local businesses want leads and customers, not clicks. Although pay-per-click and pay-per-call are the two prevalent ad models to reach local searchers, will other models like CPA/PPA ultimately be more effective?

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence Speakers:
Steven Chuck, Director of Strategic Alliances, Yahoo!
Rody Moore, Founder & CEO, Genbook
Joel Toledano, CEO, Krillion

Mobile Search Track

SEO Best Practices for Mobile Search
Even the best optimized web sites can turn into disasters if not properly tuned for mobile search engines. Learn how to adapt your web site (or create a mobile-specific site) to leverage the unique characteristics of mobile search tools.

Moderator:
Chris Sherman, Executive Editor, Search Engine Land

Speakers:
Cindy Krum, Senior SEO Analyst, Blue Moon Works, Inc.
Gregory Markel, Founder/President, Infuse Creative
Rachel Pasqua, Director of Mobile Marketing, iCrossing

12:00pm-1:15pm

Lunch

1:15pm-2:30pm

Industry Issues Track

Show Me the Money!
Analysts say that local and mobile search marketing will attract billions in spending in the near future - but given the fragmentation in the market, who’s really making money now? More importantly, how should search marketers place their bets to insure maximum future success?

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Alfred Chow, Head, Yellowbook
Shawn Riegsecker, Chairman & CEO, Centro
Justin Sanger, CEO, LocalLaunch

Mobile Search Track

Advertising Options for Mobile Search
Mobile search advertising is still in its infancy. How do you create an effective ad in a tiny space? How can you effectively track the performance of ads? And which advertising networks are the most effective at reaching the mobile searchers you’re targeting? This panel explores these and other issues related to mobile search advertising.

Moderator:
Chris Sherman, Executive Editor, Search Engine Land

Speakers:
Ted Burns, Vice President of Product, 4info
Craig MacDonald, VP of Marketing, Product Management and Technology Alliances, SEMDirector
Gregory Markel, Founder & President, Infuse Creative

2:30pm-3:00pm

Afternoon Break

3:00pm-4:15pm

Industry Issues Track

Understanding Intent: What Local/Mobile Searchers Want
People using local and mobile search services don’t want information, they want action, mobility, convenience, instant gratification and increasingly, interaction with others. This session explores the needs and behavior of local and mobile searchers, offering tips on how best to reach them with your search marketing campaigns.

Moderator:
Chris Sherman, Executive Editor, Search Engine Land

Speakers:
Brad Cooper, VP of Media Operations, WebVisible, Inc.
Rachel Pasqua, Director of Mobile Marketing, iCrossing
Jeff Torgerson, Senior Product Manager for Mobile Local Search, InfoSpace

Mobile Search Track

Mobile Search: Beyond 10 Blue Links
Mobile searchers don’t want lists of web pages - they want answers or fast ways to take action. Mobile search providers are increasingly experimenting with alternative interfaces, such as location-aware browsing, voice recognition, text messaging and other innovative approaches. Learn about these new efforts and how they potentially impact mobile search marketing efforts.

Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Sumit Agarwal, Product Manager, Google, Inc.
Dan Gilmartin, VP Marketing, uLocate
Mark McCormack, Chief Marketing Officer, CallGenie
Lee Ott, Director, oneSearch, Yahoo!

4:15pm-4:30pm

Session Interval

4:30pm-5:45pm

Industry Issues Track

The Future of LoMo: When Technologies Collide
"Convergence" in local and mobile search is happening as technologies like wireless, GPS and broadband increasingly enable real-time local mobile search. These mashups of technology and utility will change the very nature of local search, making it increasingly challenging for search marketers to reach and target an audience. In this roundtable discussion, experts gaze into their crystal balls and speculate about where we’ll be in the coming years.

Moderators:
Chris Sherman, Executive Editor, Search Engine Land
Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:
Michael Jones, Chief Technologist, Google Earth, Google Maps, and Google Local Search, Google, Inc.
Scott Knowles, Principle Business Planning Manager, AOL
Gary Price, Director of Online Information Resources, Ask.com
Robyn Rose, Vice President of Marketing, Superpages.com

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SMX Local & Mobile - Denver, October 1 & 2, 2007