Special Events


Meet & Eat Networking Lunches and Birds of a Feather Tables 12:00pm-1:30pm

There are two ways to get more out of lunch at SMX than just hot meals! All lunches are included for SMX West All Access. You're certain to sit with knowledgeable and engaging people.

Like the experience to be a little more structured? Sign up to enjoy lunch at a Birds-Of-A-Feather table. These are a great opportunities to continue the conversation with others who share your interests. We'll post the schedule and topics of discussion for the tables in early February and you can reserve your spot online.

Expo Hall Reception 4:45pm-6:00pm

SMX Expo Hall Reception

The SMX Expo Hall Reception is the most fun you can have in an Expo hall. Join us to talk, relax, have a drink and snacks while you visit with market-leading solution providers. See all the exhibitors and sponsors here.

Evening Forum With Danny Sullivan 6:00pm-7:00pm


We're on Twitter! Use the hashtag #smx when tweeting about the show.
Join the attendee only Facebook group to connect with others & post questions.

Lost & Found

Located at the registration desk.

Sessions


Summit

Even though Google needs SEOs and SEOs need Google, the search giant continues to make our jobs more challenging. The strategies and tactics that work for search and users has radically changed and yet there are still constants and will continue to be many opportunities for resourceful SEOs. This presentation will detail the frustrations and risks faced by SEOs today, and will highlight the current and future opportunities for SEO and audience development.
Google has placed a huge bet on social, not just on integrating Google+ into all of the online giant's moving pieces, but also in increasing the strength of social signals in determining search relevance. Similarly, search is becoming much more important to social sites like Facebook and Twitter, like intelligent string intertwining users, content and activities. As social and search become increasingly like the opposite sides of the same coin, marketers must adopt new hybrid approaches that are effective both with man and machine. Learn how in this session.
All too often marketers build data visualizations using all of Excel's default settings, resulting in charts, graphs, and tables that are insipid and lacking even a scintilla of your brand's DNA. Your reports don't need to be boring or mind-numbing if you build visualization templates that consistently and elegantly communicate your branding. Come see some truly outstanding examples of what Edward Tufte calls "the qualitative display of quantitative information."
What does the future of online display advertising look like? A landscape very different than today and one that disrupts current advertiser best practices and beliefs. In the past advertisers have predominantly focused on relevance to the user at the expense of resonance. We must relearn the art of storytelling and get back to a more powerful advertising model which balances both relevance and resonance of the ads. We must also adapt our measurement to evaluate success from a holistic marketing perspective, which marries the expectations and success criteria of the data marketer as well as the brand marketer. Learn how to prepare for this exciting new world of display ads like you've never seen.
The term "native advertising" has so rapidly become endemic in digital marketing circles that there's been little effort (and even less agreement) to understand what it actually is. With brands, agencies, publishers, social media platforms, and technology vendors venturing into new and hitherto uncharted territory, clarity and definition are called for.

This talk addresses the questions: What is native advertising and, by extension, what is it not? What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls? We'll also attempt to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms.

Native advertising promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effective and engaging messaging that provides welcome economic benefits - as long as sufficient strategy, learning, coordination, and transparency are invested upfront.
What is influence? For a decade, Malcom Gladwell's "The Tipping Point" has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.
Automation allows you to do a lot with a little. It helps you become more efficient, measure better and provides a solid conduit to your customers. It also allows you to connect with new customers in ways you never thought possible. What automation will never build is your business strategy. A good product, a solid mission and a balanced approach to your marketplace - along with some good old fashioned elbow grease - are the only things that will help you move ahead of the pack. Motivity Marketing founder and CEO Kevin Ryan will take you through a guided tour of making inspiration and perspiration come together to make something wonderful happen.
Content may be king, but content marketing is Game of Thrones - it's a constant struggle to stay ahead. The cacophony is a challenge not only for marketers, but also for prospects besieged with a metric ton of reports, white papers, ebooks, and buyer's guides. Innovation to break through this noise in content marketing has come in waves: first with SEO, second with rich content, and third with personalization. In this session, marketing technology advocate Scott Brinker (chiefmartec.com) will reveal the dynamics of the emerging 4th wave of content marketing - interactive content with marketing apps - that will help you conquer the kingdom.
Today's marketers are expected to understand what makes a beautiful brand, how to build one, and grow brand loyalty. Joanna will walk us through what that means for our everyday roles, as well as ways to make sure you're building a brand that consumers can and will love. Tomorrow's consumers do not want to buy "products." they want to buy experiences from brilliant brands, and Joanna will show us what that means and how to do it.
What does the world of marketing look like when we can reference beacons on everything a person touches, passes, buys, uses, and loses? And when you connect not on a screen, but through objects themselves? Join us in this blue sky session to consider the changes coming our way with the growth of the Internet of Things.
In the world of search engine marketing we tend to focus on copy, ad copy, web page copy, optimization copy, copy, copy, copy. But what about imagery? How can imagery influence digital marketing? Using imagery can influence performance. Rhonda will show how you can utilize photos, graphics, and illustrations to gain results.
Marketers have long worked to optimize the performance of existing consumer touchpoints. But what about those untapped moments - those moments that could produce tremendous value if you creatively unleashed today's driving forces of technology, mobility, and data to benefit the customer like never before? Identifying these "greenfield" moments and making them matter is a tremendous opportunity for savvy marketers and brands looking to distance themselves from the competition.

Tactics Track

Although paid and organic search marketers can seem miles apart in the strategies and tactics they use to accomplish their goals, there are actually numerous synergies in the two types of marketing. This session explores how each camp can leverage the strengths of the other, amplifying the effectiveness of the overall search marketing campaign.
Your competitors have top rankings in search results for some of your prime keywords. So how did they do it? Savvy SEOs know how to analyze and understand the strategies of the competition, and then use that knowledge to rev up their own efforts to achieve even greater visibility and reach. During this panel, our experts will discuss the tools and tactics they use to mine valuable competitive insights, and use that knowledge to maximize their own SEO strategies.
It's not enough to be brilliant with your own paid search efforts. You also need to understand what your competitors are up to - their keywords, landing page and quality score strategies, and campaign management efforts. In short, you need to know everything they're doing to enhance their visibility and diminish yours. Attend this session and learn how to easy it is to apply the time-tested techniques of competitive intelligence to give yourself an edge.
Twitter Cards make it possible for you to attach what Twitter calls "media experiences" to Tweets that link to your content. Facebook's Open Graph lets apps "tell stories" on Facebook through an API. Both are powerful tools for marketers that are relatively easy to use, with proper setup and implementation. Panelists on this session show you how to take advantage of these under-utilized and cost-effective channels of social engagement.

Search Marketing Boot Camp presented by Search Engine Land

The first step to any successful marketing campaign is to know your message. With search marketing that means understanding the search terms being used by your target audience. And though it sounds obvious, it helps to actually use those words in your web pages! This session covers the importance of textual content to search engines and how with some forethought, you can create HTML title tags and body copy that works to generate search traffic - and also pleases your human visitors.

Ever since Google created PageRank, every good search marketer's motto has been "I link, therefore I am." Though linking seems easy, it's a far more subtle art than most realize, and there are right and wrong ways to conduct your linking campaign. In this session, we'll look at how to reach out and get quality links, how to craft anchor text to build authority, and how to avoid commonplace mistakes that will hurt your web credibility (and search engine rankings).
Paid search allows you to generate traffic from search engines by purchasing ads, usually on a cost-per-click (CPC) or pay-per-click (PPC) basis. This session covers the basics of how to purchase placement from the major search engines, including best practices for success with your ads.
"I'm not designing my site for search engines", is a common designer objection to SEO suggestions. The reality, however, is that search engines are the starting point for most internet users, and if your site is difficult for Google, Bing or other engines to "read", it's never going to work for your human visitors either. Attend this session and learn how to create search engine friendly sites that are equally appealing to human visitors.