SMX West Agenda – March 12, 2013Expo Hall Hours: 10:00am – 3:45pm

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

Breakfast & Registration

9:00am-10:00am
(1 hr)
SMX Biggest Search Geek Contest
Sponsored by
Sponsored by Marin Software

SMX Biggest Search Geek Award Ceremony

Thousands will enter, but there can only be one SMX Biggest Search Geek for 2013. Test your SEM chops. Click here. Then join us at SMX West to congratulate the winner!

(open to Expo+ pass holders)


Keynote Conversation: Grady Burnett, Facebook
The developments keep coming fast-and-furious from Facebook, which last year tipped over the 1 billion user mark. In this keynote conversation, Grady Burnett, Vice President of Global Marketing Solutions for Facebook, will talk with Search Engine Land founding editor Danny Sullivan about topics ranging from the recently launched Facebook Exchange to the even more recently announced Facebook Graph Search beta.

(open to Expo+ pass holders)

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

Buzz Sponsored by

aimClear

Refreshments, Expo Hall & SMX Theater Time

(open to Expo+ pass holders)

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

SMX Social Media Marketing Track

Getting Ahead With Google+ (#smx #22A)
Google+ is a social aspect to Google, allowing people to share photos, places they’ve been, videos, links and status updates. During a keynote at the recent SMX Social Media Marketing conference, Vic Gundotra, the head of Google’s social efforts, stated that Google+, now with hundreds of millions of users, is the next generation of Google and will soon permeate all aspects of its DNA, so as a marketer, you ignore it at your peril. This session examines the core mechanics of Google+ and how marketers should best interact with all of its moving parts.

Moderator: Monica Wright, Director of Audience Engagement, Search Engine Land and Marketing Land (@monicawright)

Q&A Coordinator: AJ Kohn, Owner, Blind Five Year Old (@ajkohn)

Speakers:

Adam Audette, President, RKG (@audette)
Todd Hartley, CEO, WireBuzz (@thetoddhartley)
Mark Traphagen, Director of Digital Outreach, Virante, Inc. (@marktraphagen)

Potpourri Track

Meet Facebook Graph Search (#smx #22B)
In January, Facebook unveiled a major move into search space: Facebook Graph Search. Powered by what people’s friends are liking and sharing, Facebook Graph Search can make recommendations ranging from places to eat to products to buy. In this session, we’ll look at how Facebook Graph Search works and how search marketers can tap into this developing new service.

Moderator: Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan)

Q&A Coordinator: Aaron Friedman, Director of SEO, Kahena Digital Marketing (@aaronfriedman)

Speaker:

Loren Cheng, Product Manager, Facebook

Semantic SEO Track

Schema 101: Why The New Meta Data Matters (#smx #22C)
Schema.org is a joint alliance between Google, Microsoft and others to provide a common foundation for microdata standards. In other words, provide trusted meta data that allow site owners to express important "facts" about their businesses that both inform searchers and build authority with search engines. This session looks at these microdata standards and how to use them to enhance the importance of your own online content.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: Mark Munroe, Director of SEO, Trulia (@markemunroe)

Speakers:

Paul Bruemmer, Managing Partner, PB Communications (@PaulBruemmer)
Carrie Hill, Director of Online Marketing Services, KeyRelevance, LLC (@CarrieHill)

Local & Retail Track


Solution Spotlight by LogMyCalls (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Must Have Local Search Tactics (#smx #22D)
If you cater to a local clientele, local search is an essential channel. But the current state of local search is messy, with confusing options, variations and alternatives. Don’t waste your time trying to piece together this multi-layered puzzle – in this session, our seasoned local search experts will help you navigate the maze and get your business on the map when and where people are searching for your goods or services.

Moderator: Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)

Q&A Coordinator: David Waterman, Director, Search Engine Optimization, The Search Agency (@SEOWaterman)

Speakers:

Dana DiTomaso, CEO, Kick Point Inc. (@danaditomaso)
Greg Gifford, Director of Search & Social, AutoRevo (@greggifford)
Phil Rozek, Local Search Specialist, LocalVisibilitySystem (@philrozek)
Andrew Shotland, Proprietor, LocalSEOGuide (@localseoguide)

Plus Session Track 

Quantcast

What's Missing From Your Performance Marketing Strategy?

Many search marketers are using retargeting to drive additional conversions for their performance campaigns. But performance targeting through real time bidding (RTB) also presents powerful opportunities to find new customers efficiently and at scale. In this session, Scott Linzer and Ruth Nightengale (SVP, Client Services of Steak Digital) will discuss why performance targeting is an effective complement to your search campaigns.

Speakers:
Scott Linzer, Head of Search Agency Development, Quantcast
Ruth Nightengalea>, SVP Search, Steak Group

This session is sponsored and produced by Quantcast. It is open to all SMX West attendees, including Expo+ Pass holders.

Noon-1:30pm
(1 hr 30 min)

Lunch Sponsored by

Stone Temple Consulting

Lunch, Expo Hall & SMX Theater Opens

(open to Expo+ pass holders)

1:30pm-2:45pm
(1 hr 15 min)

SMX Social Media Marketing Track


Solution Spotlight by Brafton (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Blow Me Away Blogging (#smx #23A)
For many, a blog is the hub of a company’s social media marketing efforts. But building a consistently high-quality blog is a challenge. How do you keep your blog updated with fresh and appealing content? Is there a way to get more comments and build a community of readers? Can you use your blog to generate leads and increase sales? This session will cover those questions and more with actionable ideas for new bloggers or those looking to make an existing blog even better.

Moderator: Matt McGee, Editor In Chief, Search Engine Land & Marketing Land (@mattmcgee)

Q&A Coordinator: Christina Zila, Director of Communications, Textbroker International (@textbroker)

Speakers:

Mike Arnesen, SEO Team Manager, SwellPath (@mike_arnesen)
Drew Conrad, Social Media Marketing Specialist, Zagg (@drewconrad)
Jennifer Evans Cario, President, SugarSpun Marketing (@JenniferCario)
Hillary Read, Marketing Manager, PPC Associates (@ppcassociates)

Potpourri Track


Solution Spotlight by Searchmetrics (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Big Data & Search Marketing (#smx #23B)
Big data is huge. The ability to learn from and leverage millions to billions of data points can help you take your search marking campaign to the next level, even with a relatively modest budget. Want the insights needed to predict the difference between a converting click and a wasted click? Emerging third-party big data sources and search tools are there to help, and in this session, our panelists will explore practical applications of leveraging big data to maximize search and social media campaigns.

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

Q&A Coordinator: Michelle Robbins, Vice President of Technology, Third Door Media, Inc. (@MichelleRobbins)

Speakers:

Ashutosh Garg, CTO & Co-founder, BloomReach (@ashutoshg)
Bill Hunt, President, Back Azimuth Consulting (@billhunt)
Kevin Lee, CEO, Didit.com (@kevin_lee_QED)

Semantic SEO Track

Schema 201: Real World Markup For Success (#smx #23C)
You know semantic markup is important, but are you using it in the most effective way possible? This session’s speakers will share how they fine-tuned their approach to microdata and other ways to express authority to search engines. They will also offer case-study examples of how paying attention to detail has had a significantly positive impact on online visibility.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: Carrie Hill, Director of Online Marketing Services, KeyRelevance, LLC (@CarrieHill)

Speakers:

Benu Aggarwal, President, Milestone Internet Marketing (@milestonemktg)
Matthew Brown, Head of Special Projects, Moz (@MatthewJBrown)
Barbara Starr, Vice President of Product Marketing, Algebraix Data (@BarbaraStarr)

Local & Retail Track


Solution Spotlight by Buykeywordarticles.com (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Being National, Going Local (#smx #23D)
Large national retailers and service providers enjoy an inherent advantage in online marketing: widespread brand recognition. But brand awareness may not be enough to compete with the locals, who have deep knowledge of the wants and needs of customers in specific areas or regions. So how do you strike the perfect balance between brand and being a good neighbor? This session explores how major companies have found a home and success by going local in dozens and up to hundreds of specific markets.

Moderator: Greg Sterling, Founding Principal, Sterling Market Intelligence (@gsterling)

Q&A Coordinator: Dana DiTomaso, CEO, Kick Point Inc. (@danaditomaso)

Speakers:

Scott Nickels, Sr. Manager, Search Engine Optimization, Home Depot (@scott5cents)
Manish Patel, CEO, Where 2 Get It (@Where2GetIt)
Jon Schepke, Founder & CEO, SIM Partners (@JonSchepke)
Shane Vaughan, CMO, Balihoo (@shanevaughan)

2:45pm – 3:30pm
(45 min)

Buzz Sponsored by

aimClear

Refreshments & Expo Hall & SMX Theater Time (Expo Hall Closes at 3:45pm)

(open to Expo+ pass holders)

3:30pm-4:45pm
(1 hr 15 min)

SMX Social Media Marketing Track


Solution Spotlight by aimClear® (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Supercharging Reach & Engagement On Facebook & Twitter (#smx #24A)
With over a billion users, Facebook is the biggest social network out there. Tapping into it the right way can generate plenty of attention and traffic. Twitter is also a proven source of traffic, but you need to do more than just push out a quick 140-character tweet to gain traction and engagement with your followers. Attend this session for the tactics you need to drive more traffic – and gain potential customers or favorably influence existing ones – via these thriving social media channels.

Moderator: Monica Wright, Director of Audience Engagement, Search Engine Land and Marketing Land (@monicawright)

Q&A Coordinator: Daniel Lemin, Founder & Principal, Social Studio (@Social_Studio)

Speakers:

Katie Garlinghouse, VP Marketing, ModCloth (@modcloth)
Annalise Kaylor, Director of Social Media, Intrapromote
Jim Yu, CEO, BrightEdge (@jimyu)

Potpourri Track

Pagination & Canonicalization For The Pros (#smx #24B)
SEO geek alert: Google now recommends using the pagination tag with optional parameters, sort orders, and filters. For the rest of us, that raises a lot of questions. Are there still reasons to use robots.txt or noindex? Can a canonical tag really replace a 301? How do you keep your IIS=based site from infinite redirect loops when you canonicalize default page names? And what about rel=alternate href=lang? We’ll explore the issues step-by-step to help you de-clutter your site, maximize crawling and indexing, and eliminate duplicate content risks.

Moderator: Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)

Q&A Coordinator: Dana DiTomaso, CEO, Kick Point Inc. (@danaditomaso)

Speakers:

Adam Audette, President, RKG (@audette)
Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Maile Ohye, Senior Developer Programs Engineer, Google Inc. (@maileohye)

Semantic SEO Track


Solution Spotlight by Linkdex (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


From Authorship To Authority: Why Claiming Your Identity Matters (#smx #24C)
While "content is king," many marketers overlook the all-important factor of authority, and the process required to establish and maintain it. This comprehensive session delves into the steps to claim your identity; brainstorming sessions between SEO, social and content development teams, content promotion tactics for gaining authority links and more. Both enterprise SEO teams as well as outside consultants will benefit from strategies shared in this session.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: Debra Mastaler, President, Alliance-Link (@debramastaler)

Speakers:

Mike Arnesen, SEO Team Manager, SwellPath (@mike_arnesen)
AJ Kohn, Owner, Blind Five Year Old (@ajkohn)
Lisa Weinberger, Director, Content Promotion, Bankrate, Inc. (@LisaWeinberger)

Local & Retail Track


Solution Spotlight by Marin Software (3:30-3:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Up Close With Product Listing Ads (#smx #24D)
Think understanding quality score for ads is challenging? With Google’s introduction of Product Listing Ads (PLAs) the success of your ad is now even more complicated. Beyond optimizing your CPC bids based on keyword, match type, device, time of day, day of week and other "old school" criteria, you must now consider variables such as sales price on CTR and eventual conversion rate, images in feeds and an array of other new factors. Our panelists will show you how to sort through the options and achieve success without having your brain explode.

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

Q&A Coordinator: Elizabeth Marsten, Director of Search Marketing, Portent, Inc. (@ebkendo)

Speakers:

Kevin Lee, CEO, Didit.com (@kevin_lee_QED)
Dave Schwartz, VP Client Services and Marketing, DataPop (@davesch7)
Dana Todd, SVP Global Marketing, Performics (@danatodd)

4:45pm-5:00pm
(15 min)

Session Break

5:00pm – 6:15pm
(1 hr 15 min)

SMX Social Media Marketing Track

Social Media Automation: The Good & Bad (#smx #25A)
Life can be much easier with the right tools to help automate your social media sharing. But leaving the machine unattended can cause problems. In this session, best practices for blending automation of social media with human oversight will be covered. Learn how to create a more efficient, yet still human "voice" and avoid potential disasters.

Moderator: Jennifer Sable Lopez, ,

Q&A Coordinator: David Roth, VP Marketing, Realtor.com (@daverothsays)

Speakers:

Brent Csutoras, Social Media Consultant, Kairay Media (@brentcsutoras)
Nicole Munoz, CEO and Founder, Start Ranking Now, Inc. (@nicolemunoz)
Amy Vernon, GM, Social Marketing, Internet Media Labs

Potpourri Track


Solution Spotlight by Page One Power (5:00-5:05)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


How To Build Links & Win Authority Through Public Relations (#smx #25B)
Most search marketers recognize that there is a relationship between SEO and public relations, but few really understand how to capture the elusive synergy that makes both shine. Beyond optimizing press releases, how do you effectively reach key influencers (journalists, tweeters, celebrities) to ask for links? And how do you go about building up your own authority in ways that will build status (and traffic) to your own sites? This session explores the "softer side" of SEO that seeks to influence people rather than search engine algorithms.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: Michelle Robbins, Vice President of Technology, Third Door Media, Inc. (@MichelleRobbins)

Speakers:

Ted Ives, Principal, Coconut Headphones (@tedives)
Kent Lewis, President, Anvil Media Inc. (@kentjlewis)
Christina Zila, Director of Communications, Textbroker International (@textbroker)

Semantic SEO Track

Inside Google’s Game-Changing Knowledge Graph (#smx #25C)
We all want the best results from search engines, but that formula has been altered with "direct answers" based on "facts" search engines discover rather than the traditional ten blue result links.. For some this is a boon, eliminating competition. For others, it’s a nightmare, sharply increasing SEO competition often in unexpected (and to some, "unfair") ways. How should marketers deal with the so-called "knowledge graph" and the unprecedented changes it’s creating? Come to this session to hear some great forward-looking insights.

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

Q&A Coordinator: Carrie Hill, Director of Online Marketing Services, KeyRelevance, LLC (@CarrieHill)

Speakers:

Andy Atkins-Kruger, Group CEO, WebCertain (@andyatkinskruge)
Matthew Brown, Head of Special Projects, Moz (@MatthewJBrown)
Bryson Meunier, Director, Content Solutions, Resolution Media (@brysonmeunier)

Local & Retail Track

Google Shopping Goes Pay-For-Play (#smx #25D)
For years, Google listed products for free in shopping search results. No more. If you want to be included, you must pay for listings. The implications for both shoppers and retailers are huge as more paid listings are incorporated into regular search results, and new ad formats are introduced. This session examines the impacts of Google Shopping, what’s next, and how retailers can leverage or succeed in spite of this platform.

Moderator: Pamela Parker, Contributing Editor, Search Engine Land (@pamelaparker)

Q&A Coordinator: Elizabeth Marsten, Director of Search Marketing, Portent, Inc. (@ebkendo)

Speakers:

Frank Kochenash, VP, Product and Services, Mercent
Jennifer Liu, Senior Product Manager, Product Listing Ads, Google
Stephen Oklesson, Strategy Lead, Rimm-Kaufman Group (RKG)
Christi Olson, Search Marketing Manager, Harry & David (@christijolson)

9:00pm – 11:00pm
(2 hrs)
SMX After Dark

Sponsored by:

Covario

Join us for SMX After Dark. There’ll be beverages, munchies, and great conversation all thanks to the good people at Covario.

The party will be at Motif Lounge, 389 South 1st Street, a block from the convention center.