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Full Conference Agenda - Day 2

SMX Local & Mobile - San Francisco - July 24-25, 2008

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SMX Local & Mobile - Day 2

Friday - July 25, 2008
Expo Hall Hours: 10:00am - 3:00pm

7:30am-9:00am
(1 hr 30 min)

Breakfast & Registration

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

Local Mobile Strategies & Tactics

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

Moderator: Chris Silver Smith, President, Argent Media

Speakers:

Mary Bowling, SEO, Blizzard Internet Marketing
Craig Smith, CEO, ServiceMagic.com
Marty Weintraub, Founder & Evangelist, aimClear

Mostly Mobile Track

Mobile Advertising Opportunities & Tactics - 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: Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:

Michael Bayle, GM, Global Monetization, Connected Life, Yahoo!
David Berkowitz, Director of Emerging Media & Client Strategy, 360i
Don Calamaro, VP Sales, Jingle Networks, Inc.
John Roswech, SVP Sales, 1-800-FREE411
Raj Singh, Vice President of Business Development, Skyfire

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

Refreshments & Expo Hall Time

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

Local Mobile Strategies & Tactics

Local Mobile & Retail - Whether you're a local merchant or a national retailer selling locally, you can reach customers in your neighborhood through targeted search marketing efforts. This session looks at strategies employed from big brands all the way down to Mom & Pop retailers to market to qualified, local customers.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:

Scott Dunlap, CEO, NearbyNow, Inc.
Manish Patel, Founder and CEO, Where 2 Get It
Chris Silver Smith, Lead Strategist, Netconcepts LLC
Joel Toledano, CEO & co-founder, Krillion Inc.

Mostly Mobile Track

Blended Search in a Mobile World - Mobile searchers are a demanding lot, wanting information, ring tones, maps, music and even video. And with the advent of the iPhone with its high-res user interface, mobile search results will increasingly feature a rich blend of content types going far beyond ten blue links. This session explores how can you make sure your content ends up in the new world of mobile blended search results.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc.

Speakers:

Brian Kaminski, Managing Director, iProspect San Francisco, iProspect
Gregory Markel, CEO & Founder, Infuse Creative
Bryson Meunier, Supervisor, SEO, Resolution Media

Noon-1:15pm
(1 hr 15 min)

Lunch

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

Local Mobile Strategies & Tactics

Local & Mobile Paid vs. Natural Options & Tradeoffs - You've made the decision to explore local and mobile search marketing, but where should you focus? Just as with web search, you'll get different results from natural and paid campaigns. This session explores the strengths, weaknesses, tradeoffs and payoffs of each approach in local and mobile campaigns.

Moderator: Cindy Krum, CEO, MobileMoxie

Speakers:

Akin Arikan, Segment Manager for Internet Marketing, Unice Corporation
Jonathan Ashton, Director of SEO, Agency.com
Craig MacDonald, VP of marketing and product management, Covario
Tony Wright, CEO/Founder, WrightIMC

Mostly Mobile Track

Neogeography: Opportunities in Mapvertising - Maps are quickly becoming the de facto standard in local and mobile search results, and this has opened up new opportunities for advertisers to target searchers who've expressed both a need and a location. Learn how to get your marketing message in front of these searchers who know what-and where-they want to buy.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc.

Speakers:

Keith Ippel, President & COO , Lat49.com
Mausam Kalra, Chief Technology Officer, GenieKnows
Kerry Langstaff, Vice President of Marketing, Quova

2:30pm-3:00pm
(30 min)

Refreshment Break

3:00pm-4:15pm
(1 hr 15 min)

Local Mobile Strategies & Tactics

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: Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:

Brian Carter, Director of Search Marketing, Fuel Interactive
Brad Geddes, Director of Search, LocalLaunch
Dhana Pawar, Co-Founder & VP of Products, Yojo Mobile
Benjamin Rudolph, Interactive Media Buyer, Search Discovery, Inc.

Mostly Mobile Track

Ranking Tactics For Mobile Search - Even the best optimized web sites can turn into disasters if not properly tuned for mobile search engines. Following on the "Cracking the Code" session, this panel takes an in-depth look at how to best optimize content to achieve high rankings, dealing with duplicate content issues and other key aspects of performing well in mobile search results.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc.

Speakers:

Cindy Krum, Sr. SEO Analyst, Blue Moon Works, Inc.
Adam Lavelle, Chief Strategy Officer, iCrossing
Gregory Markel, Founder/President, Infuse Creative

4:15pm-4:30pm
(15 min)

Refreshment Break

4:30pm-5:30pm
(1 hr)

Local Mobile Strategies & Tactics

Cracking the Code: Inside the Black Boxes of Local & Mobile Search Algorithms - Most search marketers are familiar with how web search ranking algorithms work, but local and mobile search services use completely different approaches to determining relevance. In fact, employing best practices with web SEO may actually harm rankings in local and mobile search. This session explores the unique ranking algorithms of local and mobile search services, with suggestions on how best to optimize for each type of platform.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc.

Speakers:

Mike Blumenthal, Owner and Local Marketing Expert, Blumenthals
Jordan Kasteler, Senior SEO Analyst, Overstock.com
Chris Silver Smith, Lead Strategist, Netconcepts LLC
Chris Travers, President, UniversalBusinessListing.org

Mostly Mobile Track

Mobile's Killer Apps: Location Awareness, Voice Search & Social Mobile - Combine the simplicity of speaking with social networks and devices with built-in location awareness and you have the disruptive formula that's going to shape the direction of mobile search in the future. This session explores how these dynamic factors are currently influencing mobile search results, and how search marketers can take advantage of the "geo-twitter" effect.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:

Mark McCormack, CMO, Call Genie
Rohan Sardesai, Senior Product Manager, Medio Systems, Inc.
Sonia Survanshi McFarland, Head of Business Development, Yelp