SMX Advanced London – Day 2

8:00am-9:00am
(1 hr)

Registration, Coffee & Danish

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

Social Media Track

Proving Social Media’s Value – Sure, social media’s has had plenty of hype – but how do you prove that it offers true value, especially if you’re trying to persuade clients or management to invest marketing dollars in Facebook, Twitter, Digg or other social media campaigns? This session looks at concrete ways to measure ROI and performance of social media activities.

Moderator: Ciaran Norris, Head of Social Media Marketing, Mindshare Worldwide

Q&A Moderator: Arthur Coleman, CEO, OnlineMatters, Inc

Speakers:

Mel Carson, adCenter Community Manager – Europe, Microsoft
Linus Gregoriadis, Research Director (UK), Econsultancy
Charlie Osmond, Managing Director, FreshNetworks
Ian Strain-Seymour, Social Commerce Strategist / Client Partner, Bazaarvoice

Analytics & Conversion Track

Conversion Science – Landing page testing and tuning. Persona development. Search funnel and user navigation path sculpting. Attribution modeling. These and other tasks are becoming increasingly important for search marketers striving to achieve their ultimate goal: Customer conversion – getting website visitors to take action by buying, registering, downloading, calling – or whatever your desired outcome may be. The conversion scientists on this panel show you how to get inside your visitors’ brains and create an experience that satisfies their needs by leading them seamlessly from search to ultimate conversion.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Speakers:

Karl Blanks Ph.D., Chairman (and Resident Rocket Scientist), Conversion Rate Experts
Rich Devine, Director of Search, ZAAZ & Wunderman
Rob Jackson, UK Managing Director, Elisa Digital Business Intelligence
Wayne Morris, UK Managing Director, Maxymiser

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

Refreshments & Expo Hall Time

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

Social Media Track

Advanced Tactics For Promoting YouTube Videos – YouTube is the leading online video destination. It’s also the leading video search engine (and by some measures the second largest search engine overall). But with more than 20 hours of video being uploaded each minute, it’s increasingly difficult to get noticed by YouTube viewers without going beyond video SEO and using innovative approaches that—at least for now—are little used and underappreciated. Tune in to this session to find out how.

Moderator: Andy Atkins-Kruger, ,

Q&A Moderator: Christine Churchill, President, KeyRelevance

Speakers:

Dara Nasr, Senior Industry Manager, Google & YouTube
Ciaran Norris, Head of Social Media, Mindshare
Avi Wilensky, ceo/founder, Promediacorp

Analytics & Conversion Track

Bullseye! Reaching and Closing Your Ultimate Customer – Let us begin by saying that this is not an analytics panel. This isn’t even a technology panel. This panel is about getting to the core of all of our planning, budgeting and endless hours of work – our specific and ultimate consumer. We dare say that this will be the most diverse and unique group assembled at SMX Advanced London this year – highly specialized marketers and researchers who will give attendees an intense look at the differences between how various consumers search and buy.

Moderator: Misty Locke, President, Range Online Media & Chief Strategy Officer, iProspect, Range Online Media / iProspect

Q&A Moderator: Tami Dalley, Vice President of Analytics and Insights, Buddy Media

Speakers:

Robert Barnard, CEO, Decode
Martijn Bertisen, Industry Head, Google UK’s Retail Vertical, Google
Eli Goodman, Search Evangelist, comScore, Inc.
Josh Smith, Head Of Inside Sales, Facebook

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

Lunch

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

Social Media Track

Killer Facebook Marketing Tactics – Your Facebook pages – your wall, groups and fan pages – are a parallel universe to your public web pages. Just as you implement search engine optimization tactics to improve web page rankings, Facebook offers many opportunities to enhance your visibility. In addition, Facebook’s self-serve image and text-based ads let you advertise your own web page or even your own Facebook page, reaching more than 350 million unique users worldwide. Social media experts on this panel will share field-proven tactics that reveal how to leverage the power of Facebook.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Speakers:

Marco Corsaro, Managing Director, 77Agency
Guy Levine, CEO, Return On Digital
Merry Morud, Search Marketing Account Manager, aimClear
Marty Weintraub, President, aimClear

Analytics & Conversion Track

Top Ten Customised Search Analytics Reports – A marketer can choke on all the data generated by web visits. Even the lowest-end analytics software and services offer hundreds of canned reports, but only a few of these are relevant for search marketers. No matter what vendor you use, these reports should be customised to increase their value to your business. This session looks at the reports most useful to search marketers and how they can be tuned to your personal needs.

Moderator: Christine Churchill, President, KeyRelevance

Q&A Moderator: Rob Jackson, UK Managing Director, Elisa Digital Business Intelligence

Speakers:

Alex Cohen, Senior Marketing Manager, ClickEquations
Will Critchlow, Co-Founder, Distilled
Tami Dalley, Director, User Experience Optimization, ROI Labs
Pere Rovira, Country Manager, Grupo Elisa Interactive

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

Refreshment Break

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

Social Media Track

Social Media, Search & Reputation Management – Your client just rang – they’ve had a product recall and negative reports are flying in both traditional media and on the web. The Twitterverse is atweet with snarky comments, and even worse, with links to bad press, causing those stories in turn to get top ranking in web search results. If you’ve ever had to deal with a reputation management issue you know this is a nightmare scenario – but don’t despair. Social media sites offer a key opportunity to influence search results. This session looks at the crucial role they can play.

Moderator: Andy Atkins-Kruger, ,

Q&A Moderator: Kevin Ryan, CEO, Motivity Marketing

Speakers:

Arthur Coleman, CEO, OnlineMatters, Inc
Mikkel deMib Svendsen, Creative Director, deMib.com
Kevin Gibbons, Director of Search, SEOptimise
Kristjan Mar Hauksson, Director Search, Nordic eMarketing

Analytics & Conversion Track

The Art Of Measuring Local & Mobile Search Results – Most marketers intuitively recognize the value of local and mobile search marketing – but because local and mobile campaigns often lead to offline conversions, their effectiveness can be difficult to measure. In fact, a recent eConsultancy study found that companies have more difficulty measuring return on investment from mobile marketing than for any other digital channel. This session looks at metrics and techniques that offer visibility into and accountability for local and mobile search marketing campaigns.

Moderator: Rob Kerry, Head of Search, Ayima

Q&A Moderator: Kelvin Newman, Creative Director, SiteVisibility

Speakers:

Martijn Beijk, SEO Consultant, Onetomarket
Mike Belasco, President, seOverflow
Christine Churchill, President, KeyRelevance.com

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

Refreshment Break

4:30pm-5:45pm
(1 hr 15 min)

Social Media Track

Give It Up! Social Media Edition – Our popular Give It Up! session is where our panel of experts share some of their favourite and largely overlooked tips. Then we turn to the audience for more sharing. At SMX Advanced London, we’re introducing our social media edition of the panel, where you’ll learn some fantastic ways to gain even more traction, traffic and reach via social media marketing.

Moderator: Ciaran Norris, Head of Social Media Marketing, Mindshare Worldwide

Q&A Moderator: Kevin Ryan, CEO, Motivity Marketing

Speakers:

Chris Bennett, President/Founder, 97th Floor
Parks Blackwell, Senior Client Development Manager, Range Online Media
Melissa Campbell, SEO Consultant, Distilled
Ciaran Norris, Head of Social Media Marketing, Mindshare Worldwide

Analytics & Conversion Track

Making Sense Of All The Numbers – You’ve set up your analytics package, and delved into your favourite reports. You’ve set goals, conversion funnels and have faithfully tracked the performance of your paid search campaigns. You’ve developed personas and performed A/B or multivariate testing on your ads and landing pages. And if you’re like many search marketers, you’re overwhelmed by all the data! Panelists in this session talk about ways to winnow the wealth of information about our search marketing efforts into the core nuggets of actionable insight that take our campaigns to the next level.

Moderator: Chris Sherman, Executive Editor, Search Engine Land

Q&A Moderator: Barry Lloyd, CEO, Microchannel Technologies Ltd

Speakers:

Jonathan Beeston, Client Services Director, Efficient Frontier
Karl Blanks Ph.D., Chairman, Conversion Rate Experts
Dennis Hart, Vice President, Se Jones, LLC
Rhian Ryan, Sr. Online Marketing Analyst, Earthbound Media Group