Giovedì 12 Novembre 2015 – Giornata Conclusa |
08:00
|
|
09:00
|
Welcome Remarks & Keynote Speaker
Google has evolved significantly from its early days, morphing from a simple list of ten blue links to today's rich search results which include images, news, video, real-time and a variety of other types of content. Furthermore, Google is now putting the mobile experience front and center, tailoring results to both an individual and their location. Google's Maile Ohye describes this fascinating journey and offers a glimpse of what to expect in the future.
(#smx #key1)
Modera:
Maile Ohye, Senior Developer Programs Engineer, Google Inc.
|
|
10:15
|
Refreshments & Expo Hall Time
|
|
|
The Periodic Table Of SEO Ranking Factors: 2016 Edition
|
The Mad Scientists Of Paid Search
|
The Elements Of Viral-Worthy Content
|
Sponsored Session
|
Room change
|
The Latest In Advanced Technical SEO
|
Taking Retargeting To The Next Level
|
Marketing Mastery On YouTube
|
This session is sponsored and produced by Oracle
|
|
|
This ever popular SMX session takes a look at which search ranking factors are currently influencing SEO results. What's on the rise; what's on the decline; what still works? Our panelists parse the data and focus on the key elements that deliver maximum SEO success in 2016 and beyond.
(#smx #11a)
Modera:
|
While most of us spend our days toiling away in the deepest details of paid search campaigns, the mad scientists of paid search are running experiments, testing regression models and analyzing larger trends to unlock the fundamental secrets of paid search auctions, attribution, economics and search behaviors. Come hear our distinguished marketing scientists as they present their latest discoveries, insights and knowledge you can test out for yourself.
(#smx #11b)
Modera:
|
Viral online content is capturing more and more attention, rivaling or even surpassing traditional media distribution.
So what’s the recipe for compelling viral content? One part gut feel, a dash of hard-nosed analytics and a deep understanding of the needs of your audience or customers are some of the key ingredients far-sighted marketers are using to amplify the results of their online campaigns.
(#smx #11c)
Modera:
Paxton Gray, Director of Marketing Operations, 97th Floor
|
To be defined
(#smx #11d)
|
|
While you're a master of the technical basics, even battle-scarred veterans can run into serious challenges when they dive into web site infrastructure, and find that things get a lot more complicated. URL parameter facets + pagination + canonicalization? Mobile + international versions? Local/geo + rel next/prev + AJAX?
If you're stumped on some of these issues you're not alone. Come hear how the experts tackle the crazy, complicated technical issues that completely sabotage even the best SEO efforts.
(#smx #12a)
Modera:
|
New techniques to better understand who is visiting sites and viewing ads are enabling more sophisticated audience segmentation and message targeting. Google Analytics, Facebook, Twitter and others have made audience segmentation and targeting using both third-party and first-party data accessible. This ability to offer personalized ad experience can significantly increase conversion rates and ROI. In this session, you'll learn innovative tactics for segmenting audiences and tailoring ad campaigns that speak to prospective customers at a seemingly one-to-one level.
(#smx #12b)
Modera:
|
Going viral on YouTube can generate thousands of views. But that doesn’t mean you should promote your business on a cat related, lip synching, or celebrity gossip video. So what’s the best approach to leveraging the huge potential of YouTube? Come to this session to learn best practices for socially promoting your videos… while maintaining the integrity of your brand.
(#smx #12c)
Modera:
|
Ottimizzazione del (Re)Targeting con Oracle DMP
Oggigiorno ci sono molteplici tool e canali all’interno del mondo del Search nelle sue varie declinazioni; la sfida è quindi diventata come avere una vista aggregata e olistica che consenta la definizione ottimale delle campagne e dei profili sia per il targeting che re-targeting. All’interno di Oracle Marketing Cloud la soluzione di DMP indirizza esattamente questa tematica con l’obiettivo di evolvere i modelli di business esistendo portando le performance ad un nuovo livello.
(#smx #12d)
|
|
13:00
|
|
|
Keywords Are Dead - Long Live Concepts, Entities & Audiences!
|
Ad Bidding Strategies & Bid Modifiers
|
Winning Strategies With Facebook Ads
|
Sponsored Session
|
|
|
Still thinking in terms of which keywords you should target for your SEO or paid search activities? Think again. With SEO, especially with Google Hummingbird, keywords might be entered by searchers, but concepts and entities are what get processed to find matches. This session looks at the shift away from the keyword-based world, with tips and strategies for thriving in a concept-driven world.
(#smx #13a)
Modera:
Ryan Wall, Chief Revenue Officer, Idea Evolver
|
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.
(#smx #13b)
Modera:
|
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.
(#smx #13c)
Modera:
|
To be defined
(#smx #13d)
|
|
15:30
|
Refreshments & Expo Hall Time
|
|
|
Advanced Link Auditing & Best Practices For Acquiring Authoritative Links
|
Conversion Rate Rockstars
|
Reacting To Real-Time Events: Being On-Point For Mass Appeal
|
This session is sponsored and produced by Socialing Institute
|
|
|
Learn to diagnose whether a site has been hit by a link-based penalty and identify the likely causes, including manual action, algorithmic penalty or negative SEO.
Panelists will address critical topics such as what constitutes "good" vs. "bad" links, discuss what to do if you've been hit with a link penalty, plus teach you how to be proactive about link auditing and risk assessment.
You'll learn how to streamline link evaluations and the steps required to effectively manage link disavow processes when clean-up is necessary. You'll also learn scalable, white hat tactics for earning high quality links, including content development and PR-based strategies to drive meaningful citations and build authority while avoiding questionable link acquisition tactics.
(#smx #14a)
Modera:
|
Dynamic 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 of customer conversion — getting website visitors to take action by buying, registering, downloading, calling, or whatever your desired outcome may be.
The conversion rockstars on this panel will 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.
(#smx #14b)
Modera:
Purna Virji, Senior Bing Ads Client Dev. & Training Specialist, Microsoft Bing
|
Social media enables “Real Time Marketing Moments,” and brands are mustering resources to participate in the conversation during high-profile sporting and media events… with mixed results.
Some RTM Moments are one-hit wonders; some are egg-on-the-face blunders. But with adequate forethought, RTM Moments can deliver brand engagements that are timely, on-message, culturally relevant and memorable. In this session you’ll learn how social teams inside large brands and the agencies that support them plan for RTM Moments, glean insight in real-time, and respond swiftly with appropriate and results-delivering messaging.
(#smx #14c)
Modera:
Rachele Zinzocchi, Digital Strategy R&D Consultant, Public Speaker, Coach, Docente, Autrice
|
Il ruolo dei New Media e Social Network nel dopo Expo
Milano Expo 2015 è stato un grande successo. Il tema della nutrizione, declinato nelle sue numerose sfaccettature, ha attratto studiosi, esperti operatori economici a confrontarsi per sei mesi sul tema della alimentazione. All’interno del successo di Expo un ruolo importante è stato sicuramente ricoperto dai Social Network. Il Socialing Institute (www.socialing.org) è stato partner ufficiale della Cascina Triulza ed ha presentato numerose proposte per coadiuvare le imprese ed organizzazioni partecipanti ad utilizzare in modo efficace questi strumenti. Questa sessione intende presentare ai partecipanti un quadro generale dell’utilizzo dei Social Network prima, durante e dopo Milano Expo 2015.
- Il ruolo dei new media e social network nell’acquisto di prodotti agroalimentari: il chilometro verde
- Il ruolo dei new media e social network nel successo di Expo 2015
- La strategia dei social media di Expo S.p.A.: il ruolo dello storytelling
- Le tecnologie di customer experience a supporto del business nel dopo Expo
In occasione dell’evento verrà presentato il libro: “Socialing – Un nuovo equilibrio tra consumatori, imprese e mercati” di Andrea Farinet, edito da Franco Angeli
(#smx #14d)
|
|
17:15
|
Networking Reception in the Expo Hall
|
|
18:15
|
|