Keynote: Personalizing the Relationship between Fans and Brands
Jon Sinden, Manager of Digital Content & Social Media for Maple Leafs Sports & Entertainment, has one of the best, but sometimes most challenging jobs any online marketer could dream about. During good times, he gets to engage with some of the most passionate fans and customers in the world. But during not-so-good times, he also has to engage with some of the most passionate fans and customers in the world – and he has to be super-agile, because they aren’t necessarily happy. In his keynote address, Jon will showcase how one organization’s approach to creating and sharing content has created a unique relationship with fans, looking at examples of how the Toronto Maple Leafs, Toronto Raptors and Toronto FC connect with fans using all things social, story-telling, crowd-sourcing and beyond.

SEO Track

Google Bought A Zoo: Surviving Penguins, Pandas & Other SEO Beasts
According to search honcho Amit Singhal, Google is making up to 600 changes to its algorithm per year. Some major, some minor, but all potentially having an impact on whether your site and content is found when people are searching. How do you track these changes? How should you respond? Attend this session to get answers, and learn the best strategies for getting back in Google’s good graces should you get negatively hit.

Paid Search Track

Amazing Paid Search Tactics & Tools
What’s hot and happening with paid search? What’s not? Speakers in this session, have had their fingers on the pulse of search advertising over the past year, and are prepared to discuss their insights into supercharging campaigns that the engines aren’t talking about. This session will wow you with some new ideas for your PPC campaigns!

Lunch

SEO Track

Killer Content Remains King, Queen and Ace
Google has made it clear that quality content is key – but what exactly does that mean? And how do you avoid producing content that Google’s new "zoo" animals hate? This session explores the various types of content sites you should be creating, including sales pages, blog posts and white papers, how to repurpose existing content and slice it up for social media, and many other techniques that will help your overall visibility, and keep your sites out of trouble.

Paid Search Track

PPC Analytics: Crunching Your Own Data
In this session, we will explore new ways to analyze data from all available sources to improve your PPC campaign performance. We’ll tackle the challenges of both large and small data sets, managing through the fog of long-tail data, and making decisions from seemingly inconclusive data. Plus we’ll provide you with new types of KPIs, PPC analytics, attribution models, and trend line analyses that will help you identify new opportunities for optimization.

SEO Track

From Authorship To Authority: Why Claiming Your Identity Matters
With all of the recent focus on "content is king," many marketers overlook that there’s a much broader process involved in establishing and maintaining the all-important factor of "authority." This comprehensive session considers the entire process of "claiming your identity," starting with brainstorming sessions with SEO, social and content development teams, to content promotion tactics for gaining authority links. Both enterprise SEO teams as well as outside consultants will benefit from this session.

Paid Search Track

Paid Search Advertising in a Multi-Device World
Mobile ads, including those displayed on tablet devices, are growing faster and are more popular than ever, with some estimates suggesting they make up as much as 30% of all paid search volume. But mobile users have different needs and wants than desktop users, so your campaigns must be designed accordingly. This session features a discussion of the issues, and strategies and tactics you’ll need to succeed in a multi-device, always-on world.

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

Keynote: Social Proof, SEO and Influence Marketing
The concept of "influence marketing" has suddenly exploded into all aspects of search and online marketing. In his keynote address, Sam Fiorrella, co-author of Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media will present a new methodology that will advance the concept of influence marketing from a social media amplification tool to a true lead nurturing and sales conversion program. Based on real case studies and empirical evidence, Sam will also highlight the growing role that SEM will play in the future of influence marketing. It’s an evolving trend and a must-do job responsibility that all search marketers need to embrace.

Break

Lunch

Social Media & Canadian Issues Track

Multilingual & Multinational Search Marketing Tactics
Search marketers are increasingly reaching out to new potential customers, both those who speak different languages and those who reside in other countries. But it’s not enough to simply tweak an existing site and expect results – there are numerous translation, localization and even legal and compliance issues you need to deal with to assure success. This session explores the unique challenges faced by marketers seeking to establish a global presence.

SMX Advanced Track

Overlooked, Underloved & Unknown Analytics
All analytics packages come with dozens, if not hundreds of reports that slice, dice and segment countless variables, all purporting to offer comprehensive metrics about the performance of your search marketing campaign. While many of these reports are great, you can often get much deeper insights – and "ah-ha" takeaways – from lesser known or even undocumented reporting options. Speakers in this session show you how to tap into these undiscovered gems.

Social Media & Canadian Issues Track

Tuning Up Your Twitter Tactics
Twitter is a proven source of traffic, but it’s no longer just about simply pushing out a quick 140-character update to your followers. Other important considerations now include time of day, frequency of tweets and retweets, the authority of those who retweet you, Twitter’s expanding promoted tweet program and many other increasingly complex factors. Attend this session and get the insight you need to drive more traffic – and potential customers – from Twitter.

SMX Advanced Track

Hardcore SEO & Social Power Tools
This session takes you on a whirlwind tour of SEO & social media tools you’ll want to consider adding to your toolbox, ranging from enterprise-level options to other that are free or moderately priced.