Agenda At A Glance for SMX Local & Mobile
San Francisco - July 24-25, 2008

SMX Local & Mobile Agenda - Day 1 - July 24, 2008
Expo Hall Hours: 10:00am - 7:00pm

Time The Big Picture Local Search Tactics
7:30am-9:00am
(1 hr 30 min)
Breakfast & Registration
9:00am-9:15am
(15 min)
WelcomeKeynote Address - Frazier Miller, General Manager, Yahoo! Local
9:15am-10:00am
(45 min)
Keynote Address - Frazier Miller, General Manager, Yahoo! Local
10:00am-10:45am
(45 min)
Expo Hall Grand Opening & Refreshments
10:45am-11:30am
(45 min)
Keynote Address - Gur Kimchi, Principal Architect for Virtual Earth at Microsoft Corp
11:30am-1:00pm
(1 hr 30 min)
Lunch
1:00pm-2:15pm
(1 hr 15 min)
The Local Mobile Search Landscape Ranking Tactics For Local Search
2:15pm-2:45pm
(30 min)
Refreshment Break
2:45pm-4:00pm
(1 hr 15 min)
Monetizing Local & Mobile: Who's Making Money? Local Search 3.0: Engaging the Community
4:00pm-4:15pm
(15 min)
Refreshment Break
4:15pm-5:30pm
(1 hr 15 min)
The Future of LoMo: Convergence Is Upon Us Targeting Locals in a Blended Search World
5:30pm-7:00pm
(1 hr 30 min)
Expo Hall Reception

SMX Local & Mobile Agenda - Day 2 - July 25, 2008
Expo Hall Hours: 10:00am - 3:00pm

Time Local Mobile Strategies & Tactics Mobile Search Tactics
7:30am-9:00am
(1 hr 30 min)
Breakfast & Registration
9:00am-10:15am
(1 hr 15 min)
Local Mobile Case Studies Mobile Advertising Opportunities & Tactics
10:15am-10:45am
(30 min)
Refreshments & Expo Hall Time
10:45am-Noon
(1 hr 15 min)
Local Mobile & Retail Blended Search in a Mobile World
Noon-1:15pm
(1 hr 15 min)
Lunch
1:15pm-2:30pm
(1 hr 15 min)
Local & Mobile Paid vs. Natural Options & Tradeoffs Neogeography: Opportunities in Mapvertising
2:30pm-3:00pm
(30 min)
Refreshment Break
3:00pm-4:15pm
(1 hr 15 min)
Managing a Local/Mobile Search Marketing Campaign Ranking Tactics For Mobile Search
4:15pm-4:30pm
(15 min)
Refreshment Break
4:30pm-5:30pm
(1 hr)
Cracking the Code: Inside the Black Boxes of Local & Mobile Search Algorithms Mobile's Killer Apps: Location Awareness, Voice Search & Social Mobile

 

Full Conference Agenda for SMX Local & Mobile
San Francisco - July 24-25, 2008

Full Conference Agenda Day 1 - Thursday, July 24, 2008
Expo Hall Hours: 10:00am - 7:00pm

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

Breakfast & Registration

9:00am-9:15am
(15 min)

Welcome
Didn't read the manual? Come to this short introduction to the goals, format and sessions of SMX.

Keynote Address - Frazier Miller, General Manager, Yahoo! Local
Yahoo! Local General Manager Frazier Miller is uniquely qualified to discuss the local search opportunity as the person responsible for setting strategy and direction for Yahoo!'s local properties including Yahoo! Local, Upcoming and Yellow Pages.

Miller will discuss Yahoo!'s vision for weaving local information into users' primary Web starting points, as well as what it means for other local search players. He'll also address the evolving needs of local searchers and how emerging technologies will be applied to search results to deliver the most relevant local content and results.

9:15am-10:00am
(45 min)

Keynote Address - Frazier Miller, General Manager, Yahoo! Local
Yahoo! Local General Manager Frazier Miller is uniquely qualified to discuss the local search opportunity as the person responsible for setting strategy and direction for Yahoo!'s local properties including Yahoo! Local, Upcoming and Yellow Pages.

Miller will discuss Yahoo!'s vision for weaving local information into users' primary Web starting points, as well as what it means for other local search players. He'll also address the evolving needs of local searchers and how emerging technologies will be applied to search results to deliver the most relevant local content and results.

10:00am-10:45am
(45 min)

Expo Hall Grand Opening & Refreshments
Relax after the morning session by touring the expo hall during its grand opening and help yourself to ample, scrumptious refreshments!

10:45am-11:30am
(45 min)

Keynote Address - Gur Kimchi, Principal Architect for Virtual Earth at Microsoft Corp
Gur Kimchi will discuss how (and why) Microsoft is creating a Virtual Earth: from cameras to algorithms to datacenters to developers to end user experiences, and how search marketers can fully understand the opportunities to reach local searchers through this dynamic service.

11:30am-1:00pm
(1 hr 30 min)

Lunch

1:00pm-2:15pm
(1 hr 15 min)

The Big Picture Track

The Local Mobile Search Landscape - The local search and internet yellow pages advertising market will grow to $15 billion by 2012, and mobile search is poised for even more explosive growth, from $80 million today to nearly $5 billion by 2012. Where are the opportunities for search marketers? This session presents data on the current and future state of local mobile marketing around the globe.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:

Kanishka Agarwal, Vice President, Mobile Media, The Nielsen Company
Atif Hussein, Senior Vice President of Mobile Measurement, Comscore
Hanan Lifshitz, CEO, Palore
Dan Miller, Senior Analyst & Founder, Opus Research

Local Search Track

Ranking Tactics For Local Search - The rollout of blended and universal search results has presented even greater opportunities for local search marketers to capture top, and sometimes multiple page one listings. This session looks at cutting edge tactics for capturing top rankings in all the variations of local search listings.

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

Speakers:

Steve Espinosa, Director of Product Development, eLocal Listing
Michael Jensen, Co-Founder, SoloSEO
Gib Olander, Director of Business Development, Localeze
Will Scott, President, Search Influence LLC

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

Refreshment Break

2:45pm-4:00pm
(1 hr 15 min)

The Big Picture Track

Monetizing Local & Mobile: Who's Making Money? - The numbers are impressive, but who's really getting a return on investment from mobile and local search marketing campaigns? This session looks at what does-and what doesn't-work for running a successful local mobile campaign.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

Speakers:

Dan Hobin, CEO, G5 Search Marketing
Bryson Meunier, Supervisor, SEO, Resolution Media
David Mihm, Designer + Local Search Marketer, davidmihm.com
Ian White, CEO, Urban Mapping, Inc.

Local Search Track

Local Search 3.0: Engaging the Community - Web Search 3.0 is all about leveraging community to create the best experience, and local search 3.0 is no different. This session looks at how communities are shaping and influencing local search, from the major search engines all the way down to the players specializing on "hyperlocal" niches.

Moderator: Cindy Krum, CEO, MobileMoxie

Speakers:

Paul Ryan, CEO, Done Right!
Jared Simon, Vice President of Corporate Development, TurnHere, Inc.
Josh Walker, CEO, CityVoter, Inc.

4:00pm-4:15pm
(15 min)

Refreshment Break

4:15pm-5:30pm
(1 hr 15 min)

The Big Picture Track

The Future of LoMo: Convergence Is Upon Us - 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.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence

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

Speakers:

Heath Clarke, CEO, Local.com
Craig Donato, CEO and co-founder, Oodle
Walt Doyle, CEO, uLocate
Perry Evans, Founder and CEO, Local Matters
Ted Morgan , Founder and CEO, Skyhook Wireless

Local Search Track

Targeting Locals in a Blended Search World - Options for local search marketers have exploded in the past year, from the ability to target "above the fold" local listings in blended search results, to new opportunities with "hyperlocal" services that focus on small towns or even neighborhoods. This session explores how you can broaden your reach to narrow your focus with the local searchers you want to reach.

Moderator: Chris Silver Smith, President, Argent Media

Speakers:

Anupam Gupta, President and CEO, Mixpo
Jim Muller, Tech Lead, Universal Search, Google
Gib Olander, Director of Business Development, Localeze

5:30pm-7:00pm
(1 hr 30 min)

Expo Hall Reception
Join us to talk, relax, have a drink and some snacks while you visit with market-leading exhibitors and sponsors.



Full Conference Agenda 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