London: May 20-21, 2015

etc.venues, 155 Bishopsgate

SMX London Agenda – Day 2, 21st May, 2015

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

Breakfast & Registration

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

Search & Social Track

Better Together: Search and Social (#smx #21A)
Search and social media may seem like two different species, but they have plenty in common. Combine your search and social media marketing efforts and teams and maximize results of both.

In this session, we'll show you how search and social marketing teams can use their unique skills and knowledge to help each other in paid, earned and owned marketing.

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


Chris ShermanChris Sherman - Third Door Media, Inc.

Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.

Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of Google Power: Unleash the Full Power of Google from McGraw-Hill. His previous books include The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and The Elements of Basic, The Elements of Cobol and The Elements of Pascal from John Wiley & Sons.

Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.

Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.


Speaker:

Lisa Williams
Lisa Williams
President & Founder
Sustainable Digital Marketing
(@seopollyanna)


Lisa Williams - Sustainable Digital Marketing

Lisa Williams is the President of Sustainable Digital Marketing. She is an 18-year veteran of online marketing and has been featured in Kiplinger Magazine, Glamour Magazine, Boston Globe and The Oregonian. Lisa is on the SEMpdx (Search Engine Marketing Professionals of Portland Oregon) Advisory Board and member of SEMPO. She speaks at regional, national and international conferences on the topics of digital strategy, marketing integration, team development and leadership. She is a columnist for Momentology and State of Digital. She is available for training and consulting.



SMX Advanced Track

SEO Success Without Link Building (#smx #21B1)
When it comes to SEO, marketers still rank inbound links as the number one factor for growing search engine traffic. But it's also the most dangerous, given the risks involved with unnatural linking and Google penalties. And it's entirely possible to significantly increase traffic - and even more importantly, organic sales - without spending a thing on link building. This session shows you how.

Moderator: Mikkel deMib Svendsen, Creative Director, deMib.com(@demib)


Mikkel deMib Svendsen - deMib.com

Mikkel deMib Svendsen is a long-term moderator at Search Engine Forums where he established and managed the two forums: "Dynamic pages, frames and stuff" and "Non-English Search Engines". He is known as the resident authority concerning advanced problems with frames, dynamic pages, Flash, cloaking etc.

Mikkel deMib Svendsen has years of professional experience with search engines both in SEO; as manager of the largest Scandinavian search engine and as VP of Product Development at Ankiro - Denmark's leading search product company. He also regularly services a number of Europe's major portals and search engines as consultant in search related projects.



SMX Advanced Track

Penguin Prevention: Link Acquisition & Audit Techniques You Need To Know (#smx #21B2)
Avoiding questionable link acquisition tactics is the number one way to prevent a web spam penalty. Being penalized is every search marketer's worst nightmare, whether deserved or not. And diagnosing if a site has been hit by a manual action, algorithmic penalty or negative SEO can be difficult. Attend this session and you will learn how to proactively audit links to assess risk, and the steps required to effectively manage the link disavow processes when cleanup is necessary.

Moderator: Mikkel deMib Svendsen, Creative Director, deMib.com(@demib)


Mikkel deMib Svendsen - deMib.com

Mikkel deMib Svendsen is a long-term moderator at Search Engine Forums where he established and managed the two forums: "Dynamic pages, frames and stuff" and "Non-English Search Engines". He is known as the resident authority concerning advanced problems with frames, dynamic pages, Flash, cloaking etc.

Mikkel deMib Svendsen has years of professional experience with search engines both in SEO; as manager of the largest Scandinavian search engine and as VP of Product Development at Ankiro - Denmark's leading search product company. He also regularly services a number of Europe's major portals and search engines as consultant in search related projects.


Speakers:

Christoph C. Cemper
Founder & CEO
LinkResearchTools GmbH
Rob Kerry
Head of SEO
Mode Digital
Sha Menz
Lead Software Architect / Penalty Recovery Specialist
rmoov.com (Division of Web Based Innovationa

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

Refreshments & Expo Hall Time

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

Search & Social Track

Winning Strategies With Facebook Ads (#smx #22A)
From branding to content marketing to performance marketing, companies are finding success with Facebook ads. In this session, we'll hear about innovative ways advertisers are tapping into Facebook's evolving capabilities, using first-party data and testing ad formats and messaging to meet engagement and revenue goals for their businesses.

Moderator: Kelvin Newman, Founder and Managing Director, Rough Agenda(@kelvinnewman)


Kelvin NewmanKelvin Newman - Rough Agenda

Kelvin Newman is the founder and managing director of Rough Agenda, a company with the lofty ambition of helping Digital Marketers do their job a little better, the main way we do this is through the free to attend specialist digital marketing events BrightonSEO, Content Marketing Show, MeasureFest and Biddable World.

The first event he arranged was in the upstairs room in a pub and he’s been making it up as he goes along ever since.


Speaker:

Dane Cobain
Social Media Specialist
fst the Group

SMX Advanced Track

The Next Generation of Structured Data: Taking Markup To The Next Level (#smx #22B)
In this session, you'll learn how to go beyond basic schema or related microdata markup by using structured data markup to gain greater visibility outside of standard web search, and take full advantage of new marketing opportunities in mobile and conversational (voice) search. You'll hear new ideas for creating indexable apps, leveraging JSON-LD to push app content and actions to search results, the Knowledge Graph and more, and how to track your success using Google Tag Manager and other tactics.

Moderator: Rob Kerry, Head of Search, Ayima(@robkerry)


Rob KerryRob Kerry - Ayima

Co-founding the SEO agency Ayima in 2007, Rob Kerry heads-up an industry leading team of SEO experts, working with a select number of large companies in a similar way to an in-house team.

With over a decade of experience in Internet Marketing, Rob has helped companies such as PartyGaming, Sony and The English Tourist Board compete at the top of the search results. He specialises in Corporate SEO for large companies and sites, plus competing in aggressive markets such as finance, gaming, travel and telecoms.

Outside of Ayima, Rob has been the Editor of industry news site Sphinn and the Editor at Search Engine Watch Forums.



Noon-1:00pm
(1 hr)

Lunch, Expo Hall Time

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

Search & Social Track

Faceoff: Adwords, Linkedin & Twitter Compared (#smx #23A1)
Advertising options on social media platforms have both similarities and differences to what you're familiar with on Google. The session covers the different types of audiences on Google, LinkedIn and Twitter, including different user personas of each platform and how each reacts differently to a promoted post or ad. You'll also learn how adapting the conversion type, promotion or offering is necessary depending on the network and target audience, and what to expect as an ad becomes a social conversation.

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


Chris ShermanChris Sherman - Third Door Media, Inc.

Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.

Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of Google Power: Unleash the Full Power of Google from McGraw-Hill. His previous books include The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and The Elements of Basic, The Elements of Cobol and The Elements of Pascal from John Wiley & Sons.

Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.

Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.



Search & Social Track

The Marketing Technology Landscape (#smx #23A2)
According to ChiefMarTech, there are now more than 2,000 marketing technologies in over 40 categories, so choosing the right technologies is imperative. Do you buy your marketing cloud from Adobe, Oracle or Salesforce? Or do you build your own custom "Open Marketing Cloud" which may allow greater flexibility? This session explores the pros and cons of each potential solution, and highlight some tools that can impact the build of your perfect custom marketing cloud.

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


Chris ShermanChris Sherman - Third Door Media, Inc.

Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.

Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of Google Power: Unleash the Full Power of Google from McGraw-Hill. His previous books include The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and The Elements of Basic, The Elements of Cobol and The Elements of Pascal from John Wiley & Sons.

Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.

Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.



SMX Advanced Track

The Brave New World Of Programmatic Media (#smx #23B1)
The programmatic revolution has changed the way agencies, publishers and brands buy, sell, plan and manage media. And it's not going to stop with paid search or mobile ads. Coming soon: programmatic content that dynamically updates based on visitor interest and intent. And the fusion of programmatic and organic search, and programmatic social executions. Bottom line: programmatic media is on track to change the very DNA of online marketing campaigns, and this session discusses how and why.

Moderator: Anders Hjorth, Owner, BDBL Media(@soanders)


Anders Hjorth - BDBL Media
Anders Hjorth is a digital native, entrepreneur and a frequent speaker on Search Marketing. He is now the President of BDBL MEDIA [biddable media] (formerly Relevant Traffic France), a Digital Marketing agency based in Paris. Prior to launching BDBL MEDIA, Anders was the COO at GroupM Search in EMEA and heading the Outrider brand. Anders was one of the founders of Relevant Traffic and before that he worked across: SEO, Paid Search, Affiliate business, webdevelopment and hosting, buzz generation, domain names, consulting and management.


Speaker:

Alistair Dent
Alistair Dent
Head of Product Strategy
iProspect
(@alistairdent)


Alistair Dent - iProspect

Working closely with media owners, technology platforms and clients, Alistair ensures that the right digital strategies are in place to improve performance. He’s responsible for all bought media channel product roadmaps; driving best practice across paid search, paid social, display, programmatic, affiliates and video.

Prior to joining iProspect, Alistair was Director of Paid Media at Periscopix, leading paid search and programmatic departments.

Alistair speaks and writes about paid media on a regular basis, and has written for Search Engine Watch, Search Engine Land, Econsultancy and The Drum, as well as speaking internationally at SMX, SES, PPC Masters, Ecommerce Expo and Internet World.



SMX Advanced Track

Deep Dive: Ad Bidding Strategies & Bid Modifiers (#smx #23B2)
You pay when users click on your search ads. But not all clicks are equal when calculating ROI. In this session, you'll learn to maximize the return on your paid search campaigns by using modifiers that automatically change bids by various dimensions, such as time of day, geography and device type.

Moderator: Anders Hjorth, Owner, BDBL Media(@soanders)


Anders Hjorth - BDBL Media
Anders Hjorth is a digital native, entrepreneur and a frequent speaker on Search Marketing. He is now the President of BDBL MEDIA [biddable media] (formerly Relevant Traffic France), a Digital Marketing agency based in Paris. Prior to launching BDBL MEDIA, Anders was the COO at GroupM Search in EMEA and heading the Outrider brand. Anders was one of the founders of Relevant Traffic and before that he worked across: SEO, Paid Search, Affiliate business, webdevelopment and hosting, buzz generation, domain names, consulting and management.


Speaker:

Brad Geddes
Brad Geddes
Founder
Certified Knowledge
(@bgTheory)


Brad Geddes - Certified Knowledge

Brad Geddes is the founder of Certified Knowledge a online paid search training and toolset provider.

He is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad is one of the first Google Advertising Professionals and Microsoft adExcellence members. He is the first advanced AdWords Seminar Leader and works directly with Google to train companies on Google AdWords. He has written extensively about internet marketing for more than a decade.

Brad has worked with compananies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each year. His experience ranges from owning his own agency, to working for a boutique agency, to managing programs that were official resellers of Google and Yahoo. Some brands he has worked with include: Amazon, Yahoo, RH Donnelley, Business.com, World Directories, Encyclopedia Brittanica, and Red Lobster.

One of his trademarks has been demystifying the complicated aspects of SEO, PPC, and Internet advertising. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.



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

Break

2:30pm-3:30pm
(1 hr)

Search & Social Track

Measuring Up With Social Analytics (#smx #24A)

Proving tangible ROI is key to persuading management and clients to invest more in social media marketing.

This session looks at social media analytics methods, how to measure "conversions" when there may be no identifiable transactions, as well as some of the tools available to measure ROI and performance of social media activities. After this session, you'll be able to conclusively demonstrate the value social media brings to the marketing mix.

Moderator: Andy Atkins-Kruger, Group CEO, WebCertain(@andyatkinskruge)


Andy Atkins-Kruger - WebCertain

Andy is the founder of Multilingual-Search and the Group CEO of WebCertain.com based in the UK. His speciality is - not surprisingly - multilingual search and social marketing.

He began his career as a journalist, moved into advertising, then public relations founding a public relations consultancy in 1988. Subsequently he moved to the head the marketing team of European portable building brand leader - Portakabin - where he discovered 'search' in early 1997.

He liked the performance of the search marketing agency he first used - then called eaglei.co.uk - that in 2002 he bought the company and moved in changing its name in the process to WebCertain.com following a market research exercise.

He speaks at many conferences around the world including Search Engine Strategies, SMX, Pubcon, Ad-Tech and many others and is a Multinational Search columnist at SearchEngineLand.com.

He originally studied languages and whilst he doesn't claim to be fluent in them all - has a good knowledge of French, German, Dutch and Italian and a smattering of Russian - as well as knowing a little English! Married to an Austrian he lives in Yorkshire.


Speakers:

Dane Cobain
Social Media Specialist
fst the Group
Tim Welsh
Founder & CEO
Vine18 Consulting

SMX Advanced Track

What You Should Be Doing In Search & Mobile (#smx #24B)
Mobile SEO has much in common with traditional SEO, but other factors weigh significantly in mobile search algorithms. Likewise, your mobile ad campaigns need to be developed and structured differently than your desktop efforts.

This session goes beyond the basics of mobile search marketing and brings you up to speed on crucial tactics you won't want to overlook.

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


Brad GeddesBrad Geddes - Certified Knowledge

Brad Geddes is the founder of Certified Knowledge a online paid search training and toolset provider.

He is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad is one of the first Google Advertising Professionals and Microsoft adExcellence members. He is the first advanced AdWords Seminar Leader and works directly with Google to train companies on Google AdWords. He has written extensively about internet marketing for more than a decade.

Brad has worked with compananies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each year. His experience ranges from owning his own agency, to working for a boutique agency, to managing programs that were official resellers of Google and Yahoo. Some brands he has worked with include: Amazon, Yahoo, RH Donnelley, Business.com, World Directories, Encyclopedia Brittanica, and Red Lobster.

One of his trademarks has been demystifying the complicated aspects of SEO, PPC, and Internet advertising. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.



3:30pm-4:00pm
(30 min)

Refreshments & Expo Hall Time

4:00pm-5:00pm
(1 hr)

General

Ask The Search Marketing Experts (#smx #QA)
Get solutions to your most vexing search marketing challenges from our panel of veteran search marketing experts. This enlightening and entertaining PowerPoint free session is a great way to wrap up your SMX London experience.

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


Chris ShermanChris Sherman - Third Door Media, Inc.

Chris Sherman is VP of Event Editorial at Third Door Media and President of Searchwise LLC, a Boulder Colorado based Web consulting firm. With over 25 years experience in interactive technologies, he is frequently quoted in the Wall Street Journal, the New York Times, Business Week, USA Today and other publications, and has appeared on CNN, NPR, CBS and other television and radio networks.

Chris is a Web Search University faculty member, and is an honorary inductee of the Internet Librarian Hall of Fame. He is the author of Google Power: Unleash the Full Power of Google from McGraw-Hill. His previous books include The Invisible Web: Uncovering Information Sources Search Engines Can't See" (with Gary Price) from CyberAge Books; The McGraw-Hill CD ROM Handbook, and The Elements of Basic, The Elements of Cobol and The Elements of Pascal from John Wiley & Sons.

Chris has written about search and search engines since 1994. His clients have included International Data Corporation, Accenture, Motorola, Levi-Strauss, Nokia, Ortho Biotech, Porsche, United Technologies, and the Scripps Clinic. From 2001 through 2006, Chris was Executive Editor of SearchEngineWatch.com and Conference Chair of the international Search Engine Strategies events in Canada, China, France, Italy, Sweden and the U.K. From 1998 to 2001, he was the Web Search Guide for About.com.

Chris holds a master's degree in Interactive Educational Technology from Stanford University and a bachelor's degree in Visual Arts and Communications from the University of California, San Diego. Chris has been unsuccessful in his attempts to persuade Stanford to strip his degree so he can join the founders of Yahoo and Google in boasting about *not* graduating from the university.