Brochure Smx Milan 2013 by mktgbi

search & social media marketing expo

7-8, november

miCo â&#x20AC;&#x201C; milano Congressi

m i l a n

conference & expo+ guide Speakers Include Justin cutroni

Analytics Evangelist

Google

Bruce Hazan

Head of Solutions Engineering for EMEA

Facebook

chris Sherman

Founding Editor

Search Engine Land

danny Sullivan

Founding Editor

Marketing Land

Jim Sterne

Founder

Digital Analytics Association

produced by

In partnership with

Program by

The Executive Network

www.smxmilan.it

founding sponsor

Webranking the Mo st Qualifie d Agency in Italy by G oogle

You Win

<PerchĂŠ a vincere sono le persone con cui lavoriamo ogni giorno./> SEARCH & WEB MARKETING AGENCY dal 1998 mettiamo nelle tue mani la nostra esperienza.

www.webranking.it

Benvenuto a SMX Milan 2 giorni interamente dedicati al Marketing Digitale: search, social media, mobile e un pizzico di digital analytics. Oltre 60 relatori provenienti da ogni parte del mondo sono pronti a condividere con te ultimi trend ed esperienze di successo e a rispondere alle tue domande. 3 sessioni parallele su search, social media, mobile e digital analytics Il programma di SMX Milan è articolato in 3 sessioni parallele per assicurare che, in ogni momento, ci siano temi su cui aggiornarsi per stare al passo di un mercato in continua evoluzione e per migliorare il tuo marketing digitale. Avrai modo di approfondire le potenzialità dei social media per coinvolgere e interagire con il tuo target di riferimento o conoscere quale può essere l'impatto del mobile sulla visibilità nei motori di ricerca. Non abbiamo dimenticato la misurazione e l’analisi Non c'è canale di comunicazione che si presti così tanto alla misurazione e all’analisi come quello digitale. Anche attraverso le Plus Sessions, hai la possibilità di rendere il tuo marketing online (search, social media, mobile...) ancora più performante. Jim Sterne, fondatore della Digital Analytics Association, interverrà con il keynote speaker di apertura della prima giornata e Justin Cutroni di Google Analytics illustrerà le caratteristiche avanzate delle nuovissime Universal Analytics. Opportunità per il networking: sono le persone che contano Oltre al percorso di formazione di altissimo livello, SMX Milan punta da sempre molto sulla condivisione di informazioni fra le persone, durante e dopo l’evento. Ci saranno ampi spazi dedicati al networking informale fra partecipanti, partners e speakers e ci saranno numerose occasioni di condividere idee, confrontare punti di vista e scambiare biglietti da visita. Potrai visitare gli spazi espositivi, partecipare alle Theater Presentations, fruire delle Solution Spotlights e saperne di più su prodotti e servizi che possono rendere più efficace il tuo marketing digitale ed entrare a far parte delle communities social di SMX per restare in contatto anche dopo l’evento.

Contents Agenda At-A-Glance..............................4 Theater Presentations............................ 6 Conference Sessions, Day 1...................7 Conference Sessions, Day 2................. 11 Expo Hall Floor Plan.............................14 Sponsors...............................................15 Media & Supporting Partners.............. 18 Advocacies........................................... 19 Technical Partners............................... 20 Speakers.............................................. 21

Ricarica Le prese di corrente si possono trovare presso la postazione di ricarica "Power Station" all'interno dell'Expo Hall.

WiFi Il WiFi è disponibile in ogni sala e nell'Expo Hall. WiFi: SMX 2013 Password: Smxw1f1

Traduzione Simultanea

#smx

Siamo certi che l’esperienza vissuta ad SMX Milan, da anni format di successo nel mondo e da oggi ancheENTRANCE in Italia, contribuirà a rendere migliore il marketing e la comunicazione del tuo team e della tua azienda. Anche a nome di Third Door Media, l’azienda ideatrice di SMX e del suo partner locale Business International - Fiera Milano Media, che ha reso possibile questa edizione, ti auguriamo una buona conferenza! Cordiali saluti, Sean Carlos Conference Chair SMX Milan

ENTRANC www.smxmilan.it

Welcome to the SMX Milan You've got 2 full days entirely devoted to digital marketing: search, social media and a dash of digital analytics. About 60 speakers from North America and Europe are ready to share the latest trends and techniques with you; they're also available to answer your questions. 3 parallel sessions on search and social media The SMX Milan program includes 3 parallel sessions to ensure that there is always something to help you stay on top of an ever changing market while optimizing your digital communication. You'll have the opportunity to learn how our experts use social media to profitably interact with target audiences. You'll be able to evaluate the impact of smart phones and tablets on your search engine marketing. And much more. Fear not, we haven't forgotten measurement and analysis Few other communication channels lend themselves to measurement and analysis as digital does. Plus Sessions are an additional opportunity to make your online marketing (search, social media, mobile, etc.) even more performing. Jim Sterne, noted author and founder of the Digital Analytics Association, will give a keynote speech. Justin Cutroni of Google Analytics will be present to illustrate the advanced features of the new Universal Analytics that aim, among other things, to recognize people regardless of the device used, a very significant improvement in this field. Networking opportunities: it's you the people who matter In addition to the educational conference sessions, SMX facilitates the sharing of information between people, both during and after the event. There are multiple opportunities in the program for informal networking between you and other online communication professionals, including speakers and sponsors. Use the opportunity to exchange ideas, doubts and business cards. You will be able to, visit the exhibition area, participate to the Theater Presentations, make use of Solution Spotlights and learn more about products and services that can make your digital marketing more effective. You will also be part of the SMX Social Community to keep in touch even after the event is over. ENTRANCE

Recharge Power outlets can be found at the Recharge Power Station in the Expo Hall.

WiFi WiFi is available in each session room and in the Expo Hall. WiFi: SMX 2013 Password: Smxw1f1

Simultaneous Translation #smx

I am confident that the rich SMX Milan experience, tried and tested in the United States and other European countries, will make your digital marketing and your communication far more profitable. On behalf of Third Door Media, the company behind SMX, and its local partner Business International - Fiera Milano Media, which has made this edition possible, I wish you an excellent conference! Best regards, Sean Carlos Conference Chair SMX Milan

ÂŠ 2013, Business International - Fiera Milano Media

www.smxmilan.it

ENTRANC

Agenda At-A-glance Thursday, November 7, 2013 Expo Hall Hours: 10:00am – 7:00pm 8:00 - 9:00am

Breakfast & Registration

9:00 - 10:00am

Conference welcome & keynote - Jim Sterne, Founder, Digital Analytics Association

Tracks Rooms

10:00 - 11:15am

Social Media

Orange Room 1

Supercharging Reach & Engagement On Facebook & Twitter

Focus: SMM

Agenda At-A-Glance

Search Engine Optimization

Online Advertising

Plus Session

Orange Room 2

Orange Room 3

Turquoise Room 1

Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes

Amazing Paid Search Tactics & Tools

Refreshment Break

11:15 - 11:45am

Customer Acquisition Through Social Media & Social Data 11:45 - 1:00pm

Focus: SEA

Focus: SEO

Fast And Easy SEA Analytics

How To Build Links & Win Authority Through Public Relations

Focus: SMM

Focus: SEA

Focus: SEO

Google vs Facebook: Get the Best from Search and Social Media to Develop your E-Business

Solution Spotlight

1:00 - 2:15pm

Lunch, Sponsored by Going Viral On YouTube

2:15 - 3:30pm

3:30 - 4:45pm

Focus: SMM

Expo Hall, Sponsored by What SEO Performance Metrics Are Truly Important?

Focus: SEO

Understanding Searcher Behavior Some Assembly Required: Focus: SEM Adding Social Media to the Marketing & Communications Mix

SMX Theater Opens

Forget What You Know About SEA – Best Practices Debate

Focus: SEA

Running International Paid Search Campaigns

Focus: SEA

Driving Effective Performance Measurement in the Social Era

Focus: SMM

5:15 - 6:30pm

Sponsored by

Refreshment & Expo Hall Time The Voice of The Consumer – Social Media & Consumer Reviews

No Session

Maps, Metros & Mobile: Surviving And Thriving In Local Search

Focus: SEM

Focus: SMM

1:00 - 2:00pm

2:00 - 3:15pm

Expo Hall, Sponsored by

Lunch, Sponsored by Measuring Social Media ROI

Focus: SMM

I’m Feeling Wikipedia

Focus: SMM, SEO

SMX Theater Opens Trends In Mobile Search – from Optimization to Commerce

Focus: SEM

3:15 - 3:30pm

Refreshment Break

3:30 - 4:30pm

Keynote - Danny Sullivan, Founding Editor, Marketing Land

4:30 - 4:45pm

Refreshment

4:45 - 5:45pm

The Perfect Blog

Focus: SMM

SEO Site Clinic

Focus: SEO

Meet Google Universal Analytics – Not Your Father’s Web Analytics

Focus: DA, SEM, SMM

Your guide to the SMX Milan agenda SMM SEO SEA SEM DA

Social Media Marketing Search Engine Optimization Search Engine Advertising Search Engine Marketing (SEO + SEA) Digital Analytics

PlUS SESSION The Plus Session Track offers sessions that are paid speaking slots, where the content is produced by the sponsors themselves. These sessions are open to those with full conference passes and those with Expo+ passes. SOlUTION SPOTlIGHTS are brief paid introductions given by sponsors and exhibitors.

open to expo+ pass holders

www.smxmilan.it

Theater presentations Attend educational sessions from leading internet marketing companies in the SMX Theater. Participating companies will present case studies, best practices and solution demonstrations. Below is a description of what the companies will be presenting. The SMX Theater is located on the Expo Hall floor and open Thursday, November 7 and Friday, November 8.

Thursday, November 7, 2013 Expo Hall Hours: 1:40pm – 2:00pm digital Marketing optimization How to implement effective strategies of Interactive Marketing through multi-channel integrated digital platforms and tools. A challenge not only for eCommerce companies, but that involves brands and retailers of every size and industry. Let's find out how to use digital platforms to reach and engage customers with innovative, multi-device and multi-channel shopping experience. >

Customer insight and foresight: a predictive framework for each customer

Customer profile • Cross-channel behaviour >

Customize and Engage: an integrated shopping experience across all points of contact

Customer Experience • Targeted & Personalized Campaign >

Measure and optimize: increasing effectiveness of digital campaigns

Digital Analytics • Retargeting

Speaker: Carlo Visani, Chairman, Tecla

Friday, November 8, 2013 Expo Hall Hours: 1:40pm – 2:00pm An introduction to Majestic Seo The World Wide Web's Link intelligence crawler Join us for an overview presentation on Majestic SEO and how you can make the most of our platform in a growing number of areas. Majestic is not a simple SEO tool, rather an articulated platform which can help your business develop a digital marketing strategy, monitor online reputation +and discover new networking opportunities. During the presentation we will announce a new functionality available to our subscribers. Join us for a free month silver subscription! Speaker: Sante Joseph Achille, Consultant Seo (@sjachille)

www.smxmilan.it

conference Sessions Day 1 - Thursday, November 7

conference day 1 - Thursday, November 7 8:00 - 9:00am

Moderator: Bill Hunt, President, Back Azimuth Consulting (@billhunt) Speakers: Martino Mosna, SEM & Web Analytics Specialist (@martinomosna) Johannes Müller, Webmaster Trends Analyst, Google (@JohnMu) Gianluca Fiorelli, Moz Associate, SEOmoz (@gfiorelli1) Thursday, November 7 - 10:00 - 11:15am

Breakfast & Registration

9:00 - 10:00am Conference welcome & keynote

The Evolution of Communication

Green Room - (#smx #1KEY)

Moderator: Sean Carlos, President, Antezeta (@seancarlos) Speaker: Jim Sterne, Founder, Digital Analytics Association (@jimsterne)

Amazing Paid Search Tactics & Tools

Thursday, November 7 - 10:00 - 11:15am

Search Engine Advertising - SEA Track - Orange Room 3 (#smx #11C)

Supercharging Reach & Engagement On Facebook & Twitter

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 SEA campaigns!

Social Media Marketing - SMM Track - Orange Room 1 (#smx #11A) With over a billion users, Facebook is the largest 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 – and understand what the shift to mobile devices means. Moderator: Sean Carlos, President, Antezeta (@seancarlos) Speakers: Donatello Osti, Digital Media Strategist, U.S. Consulate General (@USConsMilan) Sara Rosso, VIP Global Services Manager, Automattic (@rosso) Piero Tagliapietra, CEFRIEL (@pierotaglia)

Moderator: Chris Sherman, Founding Editor, Search Engine Land Speakers: Brad Geddes, Founder, Certified Knowledge (@bgtheory) Andrew Goodman, Founder, Page Zero Media (@andrew_goodman) Sebastian Grebasch, Global Head of SEA e Mobile Marketing, Zalando Thursday, November 7 - 11:45 - 1:00pm

Customer Acquisition Through Social Media & Social Data

Social Media Marketing - SMM Track - Orange Room 1 (#smx #12A) In addition to communicating with your customers and building community, social media can be a powerful tool for generating leads and driving sales both online e-commerce and offline. Our panel of experts will share case studies and actionable tactics from real-world campaigns that delivered new customers to physical locations, increased inbound calls, grew leads/email lists and more.

Thursday, November 7 - 10:00 - 11:15am

Don’t Panic! A Hitchhiker’s Guide To Surviving SEO Changes

Search Engine Optimization - SEO Track - Orange Room 2 (#smx #11B)

Moderator: Nicola Mattina, Founder, Elastic (@nicolamattina) Speakers: Cristiano Toni, BI Director, Freedata Labs (@cristianotoni) Pietro Sansone, Chairman, Strategy Director LiveXtension (@zaccaro80)

The SEO’s life isn’t easy. In addition to major updates like Panda, Google says it’s now making as many as 500 changes to its algorithms each year. Apart from algorithmic changes, personalization means different results for everyone, sometimes in non-subtle ways. Voice driven queries, quick answers and local discovery are changing the way we view search on mobile devices. Attend this session and you’ll learn to adapt and thrive in the constantly changing search engine optimization (SEO) universe. © 2013, Business International - Fiera Milano Media

Solution Spotlight

www.smxmilan.it

conference Sessions

Day 1 - Thursday, November 7 Thursday, November 7 - 11:45 - 1:00pm

Thursday, November 7 - 11:45am - 1:00pm

How To Build Links & Win Authority Through Public Relations

Google vs Facebook: Get the Best from Search and Social Media to Develop your E-Business

Search Engine Optimization - SEO Track - Orange Room 2 (#smx #12B)

Plus Session - Turquoise Room 1 - (#smx #T1A)

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.

How to manage Google and Facebook, to turn Pawn into Web’s Queen! During this session will be deepened Google Market Analysis potential, Google AdWords and Facebook Ads massive saving strategies, analized Google Buying Cycle throughout the best Seo plus Sea Optimization strategies, discovered the Social Data value for marketing purposes. Search & Social Media will be validated as the essential tools to assure, the highest ability to compete in the on line and off line markets and the on line sales increase.

Moderator: Chris Silver Smith, President, Argent Media (@si1very) Speakers: Matteo Monari, Co-founder e COO, BizUp (@matteo_monari) Samuel Scott, Director Digital Marketing and Communications and SEO Team Leader, The Cline Group (@samueljscott) Chris Silver Smith, President, Argent Media (@si1very)

Speakers Fabrizio Barbarossa, CEO, Enterprise Consulting (@barbafoxy) Fabrizio Costantini, Head of Online Marketing & E-Commerce, FastWeb Omar Di Marzio, Digital Marketing IT Manager, Pampers, Lines (P&G Group)

Thursday, November 7 - 11:45 - 1:00pm Thursday, November 7 - 2:15 - 3:30pm

Fast And Easy SEA Analytics

Search Engine Advertising - SEA Track - Orange Room 3 (#smx #12C)

Going Viral On YouTube

Social Media Marketing - SMM Track - Orange Room 1 (#smx #13A)

Paid search campaign optimization is vital, but pulling the data to make decisions needn’t be difficult. There are about a dozen shortcut reports that offer invaluable information for advertisers and our panelists will show you not only how to access them but how to avoid “analysis paralysis” and enhance the performance of your paid search campaigns.

Going viral on YouTube can generate thousands of views. But that doesn’t mean you should promote your business via a cute kitty video or as a conversation with your 12 year-old CEO. So what’s the best approach to leveraging the huge potential of YouTube? Panelists in this session share best practices for socially promoting your videos while assuring you also maintain the integrity of your brand.

Moderator: Matthias Weth, Managing Director & Partner, Catbird Seat (@Semplicity) Speakers: Brad Geddes, Founder, Certified Knowledge (@bgtheory) Andrew Goodman, Founder, Page Zero Media (@andrew_goodman)

Moderator: Nicoletta Vittadini, Associate Professor of Sociology of Culture and Communication, Catholic University of Milan (@nicovitt) Speakers: Ale Agostini, Managing Director, Bruce Clay Europe (@agostini_ale) Alessio Garbin, Cofounder, Uramaki (@alessiogarbin)

www.smxmilan.it

conference Sessions Day 1 - Thursday, November 7

Thursday, November 7 - 2:15 - 3:30pm

Thursday, November 7 - 3:30 - 4:45pm

What SEO Performance Metrics Are Truly Important?

Some Assembly Required: Adding Social Media to the Marketing & Communications Mix

Search Engine Optimization - SEO Track - Orange Room 2 (#smx #13B) Your boss or client may think top rankings are gold, but most knowledgeable SEOs will tell you those stats are so 20th-century that they’re virtually irrelevant. So how do you measure – and more importantly, prove – the value of your SEO activities, especially in the age of personalized, unique search results for everyone? Speakers in this session have promised to “open up their kimonos” and reveal the really useful, measurable techniques they use to demonstrate the value of their work.

Social Media Marketing - SMM Track - Orange Room 1 (#smx #14A) Undoubtedly social media provides communicators with many benefits. Companies which have not yet initiated a formal social media program find devoted customers are already promoting the company through fan communities, a form of priceless earned media. Additional advantages accrue to those who integrate social media into their communications strategies. Communities become a type of informal focus group, providing ideas for new offerings and enhancements to existing products and services. Paid media investments get an additional push. Yet at a minimum an organization needs to revise processes across multiple departments and should insure social media policies are in place. In this session, our speakers will discuss the organization changes required to successfully embrace social media.

Moderator: Stephan Walcher, Head of SEO Consulting, Catbird Seat (@stephanw) Speakers: Richard Baxter, CEO, SEOgadget (@richardbaxter) Marco Loguercio, CEO, Find (@marcologuercio)

Moderator: Luigi Proserpio, Associated Professor, Bocconi University (@luigiproserpio) Speakers: Sean Carlos, President, Antezeta (@seancarlos) Shawn McClondon, Founder & CEO, My Social Media Monster (@shawnmcclondon)

Thursday, November 7 - 2:15 - 3:30pm

Forget What You Know About SEA – Best Practices Debate

Search Engine Advertising - SEA Track - Orange Room 3 (#smx #13C) Think you know paid search? Does quality score really matter? Does targeting really get better with Google’s new ‘Enhanced’ Campaigns? Is account history sacrosanct? Is it really better to send people to product specific landing pages than a brand’s homepage? In this session, our panelists challenge commonly accepted best practices and provide evidence that what you “know” about paid search can actually work against you.

Thursday, November 7 - 3:30 - 4:45pm

Understanding Searcher Behavior

Search Engine Marketing - SEM Track - Orange Room 2 (#smx #14B) All this talk about making use of searcher behavior — but how do searchers actually interact with search engines? Glad you asked! This session looks at the latest research and studies, including mobile insights, to offer techniques and tips for search marketers to consider.

Moderator: Chris Silver Smith, President, Argent Media (@si1very) Speakers: Bill Hunt, President, Back Azimuth Consulting (@billhunt) Marco Loguercio, CEO, Find (@marcologuercio)

www.smxmilan.it

conference Sessions

Day 1 - Thursday, November 7 Thursday, November 7 - 3:30 - 4:45pm

Running International Paid Search Campaigns

Search Engine Advertising - SEA Track - Orange Room 3 (#smx #14C) Think globally but act locally. Organizations selling internationally need to take into account local differences in each market, from search engine selection to ad messaging and user behavior. Users may turn to Yandex, Baidu or Naver in addition to the better known Google or Bing. Our panel will share their tips and tools used for implementing and optimizing international SEA campaigns. Moderator: Sante Joseph Achille, Consultant Seo (@sjachille) Speakers: Gianpaolo Lorusso, Sito-Perfetto.it (@Gianps) Matthias Weth, Managing Director & Partner, Catbird Seat (@Semplicity) Thursday, November 7 - 3:30 - 4:55pm

Driving Effective Performance Measurement in the Social Era

Plus Session - Turquoise Room 1 - (#smx #T1B)

In a context where the demand driven customer experience management becomes the main objective of marketing, in which we are witnessing an explosion of communication tools and, finally, in which the role of the CMO assumes a strategic importance not only as a voice company but as "ear on the market," the investment decision of marketing needs to be supported with new assessment tools. This session will be dedicated to sharing the experiences of those who play a crucial role in this scenario and the presentation of a research initiative that, taking advantage of the best available technology solutions, will lead to the definition of a new platform for ROI analysis of marketing. Speakers: Armando Janigro, Business Development Manager, Oracle (@twmando) Giorgio Racca, Partner, Techedge Pier Francesco Fedrizzi, Digital Business Catalyst, RealWeb (@Pierfedrizzi) Thursday, November 7 - 5:15 - 6:30pm

Decoding Facebook Ads: Strategies & Tactics For The New Ad Environment

Social Media Marketing - SMM Track - Orange Room 1 (#smx #15A) With the ever-changing Facebook ads environment staying afloat is tougher than ever. From traditional ads, to the organification of sponsored stories to promoted post, opportunities are aplenty for the modern day Facebook advertiser. © 2013, Business International - Fiera Milano Media

Mobile-only targeting allows advertisers to take advantage of behavior differences between mobile and desktop devices. This session will cover everything you need to know about Facebook Ads, changes and optimization tactics to ensure you are getting the most out of your Facebook spend. Moderator: luigi Gioni, CEO, Plannify (@lGioni) Speakers: Amedeo Guffanti, General Manager, 77Agency (@amedeoguffanti) Sandro Moretti, President & Founder, Simple Agency (@simpleagencylab) Thursday, November 7 - 5:15 - 6:30pm

Taming International Search Engine Optimization

Search Engine Optimization - SEO Track - Orange Room 2 (#smx #15B) Do you – or can you – sell worldwide? If so, what are the key issues you should be considering in a multi-lingual, multi-market world? What search engines really count internationally? This session considers the major things you need to know for international organic search success, from keyword selection to domain and mobile usage. Moderator: Sean Carlos, President, Antezeta (@seancarlos) Speakers: Bill Hunt, President, Back Azimuth Consulting (@billhunt) Johannes Müller, Webmaster Trends Analyst, Google (@JohnMu) Thursday, November 7 - 5:15 - 6:30pm

In-House, Outsource or Both?

Search Engine Advertising, Search Engine Optimization, Social Media Marketing - SEA, SEO, SMM Track Orange Room 3 - (#smx #15C) Successful digital marketing in an ever evolving online environment isn’t so easy. Some organizations choose to execute search and social media strategies in-house while others choose external expertise to accomplish their digital marketing and communication. Yet others opt for a hybrid approach. In this session panelists will share their experiences in managing the challenges faced in each scenario from recruitment, ongoing training to vendor management. Moderator: Nicola Mattina, Founder, Elastic (@nicolamattina) Speakers: Sante Joseph Achille, Consultant SEO (@sjachille) Motoko Hunt, AJPR Llc (@motokohunt) Ruth Burr, Marketing Lead & Head of SEO, Moz (@ruthburr) www.smxmilan.it

conference Sessions Day 2 - Friday, November 8

conference day 2 - Friday, November 8 8:00 - 9:00am

Friday, November 8 - 10:00 - 11:15am

Breakfast & Registration

Mobile Ads: From Click-To-Call & Beyond

9:00 - 10:00am - Facebook Performance

Search Engine Advertising - SEA Track - Orange Room 3 (#smx #21C)

Keynote - Green Room - (#smx #2KEY) Speaker: Bruce Hazan, Head of Solutions Engineering for EMEA, Facebook (@brucehazan)

Mobile ads are similar to traditional SEA ads, but mobile users have different needs, which require a different approach to the user experience. Do you provide click-tocall links in your ads for those user who needs immediate gratification? Or do you create unique landing pages for mobile users that lead them to an immediate, uncomplicated conversion? And how will Google’s “enhanced campaigns” affect your decisions? Learn the best approaches to creating successful mobile advertising campaigns.

Friday, November 8 - 10:00 - 11:15am

Customer Service Through Social Media

Solution Spotlight

Social Media Marketing - SMM Track - Orange Room 1 (#smx #21A)

Moderator: Sante Joseph Achille, Consultant Seo (@sjachille) Speakers: Luciano Cantoni, Senior Mobile Solutions Lead, Google (@Lu371)

Social media has turned into a new and still developing customer service channel. How do you deal with what’s effectively a system that allows your customers to shout their problems out in public and expect a solution? In this session, you’ll learn best practices from our panel of experts who are in the trenches managing social media customer service operations and perhaps how to turn those problems into testimonials.

Friday, November 8 - 11:45 - 1:00pm

The Voice of The Consumer – Social Media & Consumer Reviews

Moderator: Andrea Farinet, Professor of Psicology of Consumers, Relationship Marketing and Customer Relationship Management, Cattaneo University (LIUC) (@AndreaFarinet) Speakers: Federico Cominotto, Web Marketing and Social Media, 3 Italy Elisabetta Grimani, Responsabile Web e New Media, FS Italiane (@ladegri)

Social Media Marketing - SMM Track - Orange Room 1 (#smx #22A) Many companies use the social web to try to learn more about the opinions of their customers regarding the company’s brands, products, people and services. Consumer reviews play a central role as unsolicited feedback from consumers. However, what role do consumer reviews really play in the sales process? Do reviews impact the visibility of websites in search results? How can reviews be effectively monitored and analyzed? How can they be used for long-term success?

Friday, November 8 - 10:00 - 11:15am

Schema.org: Real World Markup For Success

Search Engine Optimization - SEO Track - Orange Room 2 (#smx #21B) You may know semantic markup is important, but what is the most effective way possible to use it? 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: Sean Carlos, President, Antezeta (@seancarlos) Speakers: Ruth Burr, Marketing Lead & Head of SEO, Moz (@ruthburr) Bastian Grimm, Founder & Partner, Grimm Digital (@basgr) Marcus Tober, Founder, Searchmetrics (@marcustober) © 2013, Business International - Fiera Milano Media

Moderator: Andrea Farinet, Professor of Psicology of Consumers, Relationship Marketing and Customer Relationship Management, Cattaneo University (LIUC) (@AndreaFarinet) Speakers: Cristiano Toni, BI Director, Freedata Labs (@cristianotoni) Massimo Milita, Marketing Director, Sorgenia (@MassimoMilita)

www.smxmilan.it

conference Sessions

Day 2 - Friday, November 8 Friday, November 8 - 11:45 - 1:00pm

Friday, November 8 - 2:00 - 3:15pm

Maps, Metros & Mobile: Surviving And Thriving In Local Search

I’m Feeling Wikipedia

Social Media Marketing, Search Engine Optimization SMM, SEO Track - Orange Room 2 (#smx #23B)

Search Engine Marketing - SEM Track - Orange Room 3 (#smx #22C)

Wikipedia is so predictably a top search result for so many queries some have suggested that Google’s “I’m feeling lucky” button be renamed “Take Me to Wikipedia”. Wikipedia is also a significant source of data for Google’s Knowledge Graph and of direct traffic to many sites. Yet correcting and updating a Wikipedia entry needs to be done with respect to the rules governing Wikipedia’s community. You’ll come away from this session knowing how this influential site works and how to participate constructively.

By most estimates, 20% to 30% of all searches have local intent and that number dramatically increases on mobile devices. But local search visibility is a moving target these days and just getting the basics right is no guarantee of success. In this session, our expert panelists will share tips and tactics for mastering the local search landscape, including the social network implications of Google+ Local (ex Google Places). Moderator: Ale Agostini, Managing Director, Bruce Clay Europe (@agostini_ale) Speakers: Luca Bove, Search Marketing Specialist, Imevolution (@lithops) Chris Silver Smith, President, Argent Media (@si1very)

Moderator: Luigi Gioni, CEO, Plannify (@LGioni) Speakers: Frieda Brioschi, Presidente, Wikimedia Italia (@ubifrieda) Loredana Grimaldi, Head of Corporate Communication, Telecom Italia Nicoletta Vittadini, Associate Professor of Sociology of Culture and Communication, Catholic University of Milan

Friday, November 8 - 2:00 - 3:15pm Friday, November 8 - 2:00 - 3:15pm

Measuring Social Media ROI

Social Media Marketing - SMM Track - Orange Room 1 (#smx #23A)

Trends in Mobile Search – from Optimization to Commerce

Search Engine Marketing - SEM Track - Orange Room 3 (#smx #23C)

Sure, social media has had plenty of hype, and everyone is “sure” of its value. But how do you prove that it offers a true return on investment, especially if you are trying to persuade clients or management to invest marketing dollars in Facebook, Twitter and other social media campaigns? This session looks at emerging social media analytics methods, how to measure “conversions” when there may be no tangible transactions, as well as some of the tools available to measure ROI and performance of social media activities.

Mobile ads are similar to traditional SEA ads, but mobile users have different needs, which requires a different approach to the user experience. Do you provide click-tocall links in your ads for those user who needs immediate gratification? Or do you create unique landing pages for mobile users that lead them to an immediate, uncomplicated conversion? And how will Google’s “enhanced campaigns” affect your decisions? Learn the best approaches to creating successful mobile advertising campaigns.

Moderator: Nicola Mattina, Founder, Elastic (@nicolamattina) Speakers: Vincenzo Cosenza, Social Media Strategist, Blogmeter (@vincos) Ric Dragon, CEO, DragonSearch (@ricdragon)

Moderator: Sean Carlos, President, Antezeta (@seancarlos) Speakers: Paolo Zanzottera, CEO, ShinyStat (@Zanzottera) Marco Loguercio, CEO, Find (@marcologuercio)

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conference Sessions Day 2 - Friday, November 8

Friday, November 8 - 4:45 - 5:45pm

3:30 - 4:30am The Online Marketing Landscape 2014 Keynote - Green Room (#smx #24A)

Meet Google Universal Analytics – Not Your Father’s Web Analytics

Moderator: Chris Sherman, Founding Editor, Search Engine Land Speaker: Danny Sullivan, Founding Editor, Marketing Land Ric Dragon,CEO, DragonSearch (@ricdragon) Andrew Goodman, Founder, Page Zero Media (@andrew_goodman) Ruth Burr, Marketing Lead & Head of SEO, Moz (@ruthburr)

Digital Analytics, Search Engine Marketing, Social Media Marketing - DA, SEM, SMM Track - Orange Room 3 (#smx #25C) Earlier this year Google introduced Universal Analytics, a major advance in how digital communications data can be collected and analyzed. Google’s Universal Analytics offers greater personalization, greater integration with other data sources and provides the ability to get a more complete vision of the entire marketing funnel. What’s not to like? This session explores what Google’s Universal Analytics means for digital marketers.

Friday, November 8 - 4:45 - 5:45pm

The Perfect Blog

Social Media Marketing - SMM Track - Orange Room 1 (#smx #25A)

Moderator: Sean Carlos, President, Antezeta (@seancarlos) Speakers: Justin Cutroni, Analytics Evangelist, Google (@justincutroni)

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 those new to blogging or those looking to make an existing blog even better. Moderator: Luigi Gioni, CEO, Plannify (@LGioni) Speakers: Sante Joseph Achille, Consultant SEO (@sjachille) Domitilla Ferrari, Social Media Strategist, Arnoldo Mondadori Editore (@domitilla) Friday, November 8 - 4:45 - 5:45pm

SEO Site Clinic

Search Engine Optimization - SEO Track Orange Room 2 (#smx #25B) Could improvements to your website deliver a search traffic boost? Get insights direct from our experts! All registered SMX Milan participants will have the opportunity to submit their site in advance for a live review by our panelists. The panelists will then select a few for review. Moderator: Chris Sherman, Founding Editor, Search Engine Land Speakers: Johannes Müller, Webmaster Trends Analyst, Google (@JohnMu) Dave Naylor, Director, Bronco (@DaveNaylor)

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ENTRANCE

expo Hall floor plan

ENTRANCE

Exhibitors...........................Stand # Bruce Clay, Inc.............................1

VIP LOUNGE

Adobe......................................... 2

SMX THEATER

Enterprise Consulting..................3

SPEAKERS ROOM

2 GREEN ROOM

LUNCH

77Agency

PRESS ROOM

ORANGE ROOM

6 7

Genesys.......................................4 Majestic SEO...............................5 Oracle/Techedge.........................6 Tecla.............................................7 360com........................................8 ADVexpress.................................9 Daily Media e Daily Net............ 10 HTML.it e Webnews..................11

TURQUOISE ROOM

12 11 10 9

ZeroUno.....................................12

expo Hall Hours:

Thursday, November 7 ● 10:00am – 7:00pm Friday, November 8 ● 10:00am – 5:45pm

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Sponsors 77Agency www.77agency.com 77Agency is specialized in digital communication: 10 years experience and over 100 people working in Milan, London, Riga, Amsterdam, Rome and Madrid. It offers 3 kind of services: Media, Technology (own platform Allin1Social and Social Ads Tool) and Communication. It’s Facebook Strategic Preferred Marketing Developer.

Adobe www.adobe.com/it STAND 2

Enterprise Consulting is a creator of E-business success. Its core competence is to conjugate patented technologies with operating practice to accomplish business goals, the company integrates Seo and Sea optimization solutions with Social Media Marketing. Due to a consolidated experience with the major players, Enterprise Consulting can guarantee advertising spending reduction up to 60% and a sales increase up to 150% per year.

FIND www.findsdm.it

Adobe Marketing Cloud is the new platform to measure and to optimize the online business for world-class enterprise. It includes six specific solutions for digital marketing including: Adobe Analitycs, Adobe Social, Adobe Media Optimizer, Adobe Campaign, Adobe Experience Manager and Adobe Target.

FIND

SEARCH DRIVEN MARKETING

FIND is the new indipendent Search Driven Marketing agency. Founded by Marco Loguercio, search marketing expert with more than 15 years of experience in successful search projects, FIND develops integrated strategies of Search, Social e Content Marketing, with a special focus on business results. The company’s objective is to translate a search purpose into actions and conversion rate.

BitBang www.bitbang.it

fullPlan www.fullplan.it

BitBang is an unaffiliated company offering Web Acquisition and Web Analytics services to large Italian and International corporations. In over 10 years of experience BitBang has achieved strong knowledge and skills in managing successful SEO and SEA projects thanks to its highly specialized team of professionals.

fullPlan ex SEMS, from 2006 fullsix group, agency focused: Search Engine Optimization and Marketing, Social Media Marketing, Community Management, Online Media Planning & Buying, Web Analysis, Search Engine Advertising.

Genesys www.genesyslab.com STAND 4

Bruce Clay, Inc. www.bruceclay.com STAND 1

Genesys, the world’s leading provider of Customer Care software and services, allows customers to offer a tailored multi-channel Customer Experience through a unique integration of Social Media channels and back-office resources.

Since 1996, http://www.bruceclay.com has been one of the leading search engine optimization destinations. Today, Bruce Clay, Inc. (BCI) provides Internet marketing optimization services worldwide, including SEO, PPC, analytics, SEO Web design, conversion optimization and social media marketing. Solutions are designed for companies ranging from Fortune 500s to small local business. The company’s global training programs, including the SEOToolSet® training, are renowned for providing thorough SEO/ SEM methodologies and practical hands-on tactics for students.With headquarters in Southern California, BCI has offices in Australia, Europe, India, Brazil and Japan.

Enterprise Consulting www.sviluppareimprese.it STAND 3

Intarget Group www.intargetgroup.net InTarget Group has been a leading agency in the Industry of digital marketing since 2001. It helps customers and partners to plan their search marketing activities embedding them in bigger promotional and communication strategies on digital media, optimizing campaign results and maximizing the ROI.

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Sponsors Pro Web Consulting www.prowebconsulting.net

Majestic SEO www.majesticseo.com STAND 5 Majestic SEO has created the largest commercial Link Intelligence database in the world used by SEOs, New Media Specialists, Affiliate Managers and online Marketing experts for a variety of uses surrounding online prominence including Link Building, Reputation Management, Website Traffic development.

Pro Web Consulting is a Swiss SEO agency. Thanks to its international team, it's active on the most important markets worldwide. For the second year in a row, it ranks first on Topseos.com for the Italian and Swiss markets and in the Top25 worldwide. Pro Web works for several leading brands, such as LG, Pfizer and Paddy Power, and covers all market sectors.

MOZ moz.com

Seo Cube www.seocube.it

Moz provides analytics software to track all of a website's inbound marketing efforts on one platform - with beautiful data visualizations, insights into competitors' data, and actionable recommendations to improve each effort's performance. Dedicated to helping people do better marketing, Moz creates easy-to-use tools, tutorials, and educational resources for learning inbound marketing - and fosters the web’s most vibrant online marketing community. With offices in Seattle, WA and Portland, OR, Moz supports over 20,000 customers and 300,000 community members worldwide.

Nomesia www.nomesia.com

Lead Generation & Web Marketing Strategies

Nomesia is a leading SEM and SEO agency in Italy. As a Google partner and through its distinctive “cash positive marketing” approach, Nomesia supports companies developing their strategic and business objectives leveraging customized lead generation and search marketing solutions. Lead Generation & Web Marketing Strategies

SEO Cube, the impossible challenges Agency. Leader in SEO for the publishing and touristic niches. Our mission is to discover the secrets of the search engines, developing awesome Seo tools, able to reveal the marketing strategies of your competitors in order to reach and overcome them in the organic rankings.

Stylum www.stylum.net Stylum is a digital agency whose mission is to connect brands in engaging ways with their audiences through emotional experiences that blend the online and physical spaces and leverage on technology, content and social media elements. The experience gained across both mobile and wearable devices is at the core of the Stylum offering, which includes NFC / RFID based solutions. Founded in 2012 by a team of former Marketing Executives and Entrepreneurs, Stylum is growing addressing international markets such as Russia and China.

Oracle www.oracle.com STAND 6

Techedge www.techedgegroup.com STAND 6

Hardware and Software Engineered to Work Together. Unleash Innovation by Simplifying IT. Oracle is shifting the complexity from IT, moving it out of the enterprise by engineering hardware and software to work together - in the cloud and in the data center. By eliminating complexity and simplifying IT, Oracle enables its customers 400,000 of them in more than 145 countries around the world - to accelerate innovation and create added value for their customers.Throughout its history Oracle has proved it can build for the future on the foundation of its innovations and its knowledge of customer challenges and successes analyzed by the best technical and business minds in the world.

Techedge SpA, a company founded in late 2003 is today a leader in the context of the advisory, systems integration and managed services. With sales growing steadily, Techedge, has built its success through a partnership with its customers and the world's leading technology companies like Oracle. With over 600 employees, various locations in Italy and subsidiaries in the United States, Brazil, Germany, Switzerland, Russia and Great Britain Techedge is the ideal partner for companies with strong international presence and the need of effective support in the integration of processes and technologies as well as a constant focus on innovation and the optimization of resources.

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Sponsors Tecla www.tecla.it STAND 7

Webranking www.webranking.it Webranking is one of the strongest and most well-known independent Italian Web and Search Marketing agencies, the most certified in Italy by Google. Founded in 1998, it is now one of Italy's top agencies. Among our clients are: Prada, Privalia, Ebay, Furla, Intimissimi, Smeg, Sky, Peugeot, Allianz, RCS Digital, Mail Boxes Etc., Liu Jo and Johnson & Johnson.

Digital Business company specializing in eCommerce, Social Business, Customer Experience and Online Marketing. Supports organizations in creating and developing Social Experience multi-channel and multi-device capable of intercepting, engaging and retaining customers and prospects in retail, food, fashion, B2B and B2C environments. Among the most recent accolades: Sole24Ore WWW Award - Best Website Award and IBM Award Best Customer Experience Worldwide. Tecla is IBM Premier Business Partner.

upcoming event

DecemBeR 12, 2013

www.businessinternational.it

ÂŠ 2013, Business International - Fiera Milano Media

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Media & Supporting partners Media Partners

Supporting Media

Blogo www.blogo.it

360com www.growingcm.com STAND 8

Blogo is one of the leading news brand in Italy, part of the Populis Group: covering a rich range of topics - News and Information, Automotive, Entertainment, Women, Lifestyle, Sport, Tech - it reaches an audience of over 7 million unique users. Since December 2012 Blogo is also a webTV, with the 1st Italian daily web talk show Blogo in Diretta, hosted by Antonello Piroso.

360com is the first Italian weekly specialising in digital communication. It is aimed to affirm a new way for the industry information, providing an agile as well as effective reading, full of facts, figures, trends and market scenarios, thus highlighting all the rapid changes taking place in the world of communication.

ADVexpress www.advexpress.it STAND 9

Nòva24

www.ilsole24ore.com/tecnologie.shtml

Published by ADC Group since 2001, ADVexpress is the first online news agency in Italy providing real time news to professionals working in advertising, marketing and media with about 30 updates a day. ADC Group is a publishing company based in Milan using click & paper strategy: web for daily information, interactivity and immediacy; papers for deepenig, learning and insight.

Nova24 is the new technology weakly insert of " Il Sole 24 ore".

Wired www.wired.it Wired is the world-wide magazine dedicated to great ideas and technologies that change our lives. Born in the U.S.A. the periodical is now celebrating 20 years of success, in its crowning role as the gospel of the digital revolution. Wired Italia saw the light of day in 2009. The monthly soon became a must for lovers of innovation in all fields: new technologies, the intense and lively web world, law, economy, neuroscience, physics, social behaviour, fashion, art, design, show business and sports.

ADV Strategie di Comunicazione www.advertiser.it AdV strategie di comunicazione moves on the territory of communication and sees marketing as its mission. It is a magazine that beats everybody to the draw. This is what has made it possible, for 55 years, to be at the edge of innovation, creating a dialogue and interacting with those who design, defend and develop brands and its values. Nowadays it comes in the shape of a monthly magazine that looks at the future, towards new territories of the social and digital world, of technological evolution – in the form of brand management and customer relation – without underestimating more traditional media communications.

Daily Media www.dailyonline.it STAND 10 Daily Media is a daily digital newsletter about marketing, communication and media subjects. Every day it's read by an audience of 12.000 professional operators, top managers, adv and media specilists. © 2013, Business International - Fiera Milano Media

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Supporting Media & Advocacies Webnews www.webnews.it STAND 11

Daily Net www.dailyonline.it STAND 10 Daily Net, daily digital newsletter about web marketing and digitall media, has the same profile of Daily Media, but specialized in Internet subjects. Both the Dailies are delivered by and innovative multimedial platform, at the cost of 2.500 euro for annual subscriptions.

HTML.it www.html.it STAND 11

ZeroUno www.zerounoweb.it STAND 12 ZeroUno is the integrated editorial environment published by Next Editore. It consists of the monthly magazine, the web portal and events organization and it addresses CIOs and enterprise managers. An independent information and a continuous confrontation between vendors and users characterize ZeroUno as a reference point for the analysis and the updating on ICT technologies for business development.

HTML.it is the biggest online guides library in Italian, manuals and articles on IT and programming. Original material created by IT professionals behind the supervision of the Editorial Board of the site. A wealth of knowledge that has trained most of the developers in our country, thanks to the quality of content, constantly updated and renewed.

Advocacies

Spot and Web www.spotandweb.it

Adico www.adico.it

Today Pubblicità Italia www.pubblicitaitalia.it

Adico is: The Italian Association of Commercial Directors, Sales and Marketing was founded in 1964 and brings together women and men professionally engaged in sales and marketing in the Private and Public Enterprises. The Association which, thanks to the active participation of its members, is able to be the spokesman of the problems of sales and marketing to domestic and international markets. Promote the professional growth of its members and intellectual as well as the solution of specific problems related to the professional activities of each of them, is the “Mission ADICO”.

Since 1989 it represents a privileged observatory and point of reference for all professionals working in the field of advertising and media. Each month it features researches, analysis and data in order to provide the necessary tools to comprehend the field. An up-to-date periodical characterized by the modern ways it can be accessed, which is getting more and more multi-channel thanks to its distribution that sees traditional newsstands and subscriptions sided by latest generation devices. The digital newspaper TODAY Pubblicità Italia represents, since 1988, an authoritative information tool for those who work in the field of communication. Distributed upon subscription, via e-mail and on mobile devices, the newspaper gives you the latest news from the field, data on television audience and competitions, awards and events, highlighting the movements of the market and business opportunities.

Webnews.it provides daily news on innovation and technology, from smartphones to social media, from devices to services and from connectivity to Web solutions.

AssintelDigitale www.assintel.it/assintel/assinteldigitale/

AssintelDigitale is the reference point for the companies that work in ICT digital communication, a context where to network and project cultural and business activities. The company’s mission is a challenge: to create an identity for all the new digital companies, that are the leading edge of the technological made in Italy and a flywheel for a competitive digitalization of the Country.

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Advocacies & Technical partners Assocom www.assocomunicazione.it

Club del Marketing e della Comunicazione

www.clubdelmarketingedellacomunicazione.it

ASSOCOM - Association of Communication Companies was founded in 1949 and has its headquarters in Milan . It currently represents 113 of the most important national and multinational communication companies operating in Italy . The main task of the Association is not only to study and find solutions of common problems for its members but also to develop and improve the communication in every aspect .

A nonprofit, apolitical association with members all over the country: 12500 marketing and or communication consultants, managers, professionals of Italian and international companies. Mission is “Connecting managers” and the underlying general principle is “ to act is fine but to interact is better”. Purpose of this large network is to improve professional relationship that can foster the “new business” and “co marketing” throughout social and formal events. Many are the offered services like, special agreement between companies, training, etc...

Assodigitale.it www.assodigitale.it

DMA Italia

Association for Direct and Data Driven Marketing

One of the most important Italian newspapers that since 2004 publishes digital news and trends: products, services, start ups. The editor is Assodigitale - Associazione Italiana Industria Digitale a nonprofit association which objective is to develop digital awareness and reduce the Italian digital divide.

www.dmaitalia.it

Assorel www.assorel.it

Affiliated to DMA America, it gathers companies and notfor-profit organization and protects, supports and champions their excellence in creative and effective marketing across all channels and platforms. By providing guidance, ideas, insight and innovation, DMA assists members in advancing their marketing to become responsible, effective and enlightened.

Assorel in the Italian Association of Public Relations Agencies full-services founded in 1982 by a small group of agencies, the Association has grown over the years in terms of both representation and authoritativeness.

Technical Partners

In 1986, Assorel, together with a number of other European associations, set up the ICCO (International Communications Consultancy Organisation), the international body that brings together PR agency associations in most major countries.

Carlsberg www.carlsberg.it Enterprise Hotel www.enterprisehotel.com

In 1988, Assorel signed the agreement on professional organizations, which all leading PR, journalism and communications sector associations joined.

Illy www.illy.com

Assorel represents the most important association of the sector - both national and international - and is one of the most dynamic reality among the italian associations. Traduzioni Finanziarie

UniMoney www.unimoney.it WhosWho www.whoswho.it

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Speakers Richard Baxter SEOgadget

Sante J. Achille Consultant Seo Sante has a degree in engineering and has been working full time on the web since 1995. He has worked for major aerospace corporations and the European Space Agency where he discovered and fell in love with the Web. With over 18 years of active hands-on experience, Sante enjoys both the practical aspects of work as well as the strategic point of view to see ”not only the trees but the forest” as a whole: he tends to weigh and factor into the equation of success the “orders of magnitude” as details can often get into the way of projects. He has optimized a great number of websites of all sizes and verticals and knows compromise is essential in reaching the ultimate objective of projects. He follows and develops many organic placement and paid search marketing activities. He has spoken at Search Engine Strategies, RIMC, International Search Summit, ConvegnoGT and teaches web technology at the Accademia di Belle Arti of L’Aquila (where he lives) and the Web Marketing Module for the University of Florence in the framework of the Master in Multimedia Content Design. He enjoys teaching and coaching.

Ale Agostini Bruce Clay Europe He is managing director and partner of SEO firm Bruce Clay Europe, a global Internet marketing company providing SEO, multilanguage pay per click, social media marketing, conversion rate optimization, SEO-friendly Web design and SEO tools and training. Ale is also digital marketing teacher at Iulm University & Sole 24 ore and writes for the leading Italian publisher, Hoepli. He recently published “Finding Customers with Google” and “Your Reputation in Google & social medias”.

Fabrizio Barbarossa Enterprise Consulting Fabrizio Barbarossa works as consultant for Seo and Sea Optimization, Google and Facebook Marketing and Ecommerce Strategies. As CEO of Enterprise Consulting, a leading company in creating and developing E-Business, he works for Web top spenders in the Food, IT, Travel, Automotive, Energy, Personal Care industries. For these companies Fabrizio has developed solutions and patents of IT Search & Social Strategy. Author of the book “Google Marketing – guida al più grande mercato del mondo” Franco Angeli Publisher, today at its 4th edition, his new book “Google vs Facebook” is about to be issued. He is speaker in international events on artificial Intelligence. Fabrizio has been working as a trainer of digital marketing for important Italian firms like IlSole24ore for more than 9000 hours and helped more than 1300 italian companies in their way to success on the Web. © 2013, Business International - Fiera Milano Media

Did you ever see that film, “War Games”? Remember how awesome Matthew Broderick’s computer hacking skills were? Well, Richard doesn’t hack military installations for a living but he does hack a heck of a lot of awesome together, just for the love of SEO. When he’s not building game changing new SEO tools and helping search marketers learn new skills, helping them understand the power of data and leading them into battle, he loves driving fast cars (M3′s, to be precise), listening to loud music and jet-setting around the world speaking at the world’s biggest and best digital marketing conferences. Fortunately for SEOgadget (and unfortunately for SEOgadget’s competition), he teaches his team everything he knows. This makes for a phenomenal SEO and CRO team, a bunch of people who are pretty much the nicest, smartest people in the industry. Like Rand Fishkin said, “don’t pass up an opportunity to work with Richard and his team”. Richard owns and runs SEOgadget LTD – an SEO and CRO agency located in London, UK and San Francisco, US. Both the US and UK serve travel, retail, publishing, entertainment and start-up companies across theworld.

Luca Bove Imevolution Consultant, passionate about Google Maps and local search ecosystem.

Frieda Brioschi Wikimedia She is one of the founder and currently the president of Wikimedia Italia, Italian chapter of Wikimedia Foundation. Wikimedia Italia is a non profit association which aims to share open and free content. Frieda was also member of the board of trustees of Wikimedia Foundation from 2007 to 2008. In her professional life, she is an ICT and new media consultant, working on tech projects, web strategy, community creation and management, social media. Since 2012 she’s the coordinator of Kublai, a community for startupper hosted by Ministero dello Sviluppo Economico.

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Speakers Ruth Burr Moz

Federico Cominotto 3 Italy

She is the Inbound Marketing Lead and head of SEO at Moz (formerly SEOmoz). At Moz, she drives in-house SEO strategy for Moz.com, Followerwonk.com and other Moz properties, as well as working closely with Content, Community and Web Dev teams to shape Moz’complete inbound marketing strategy. Ruth has been working in SEO since 2006. She has been in-house, worked at an agency, been an independent consultant and even worked in payper-click marketing. Prior to Moz, Ruth was the Senior Manager, Search Marketing at GameHouse.com, where she drove SEO strategy and managed employee and vendor relationships for pay-per-click marketing, web analytics and link building. Ruth’s passions include internal and external user education, data-driven decision making and integrating SEO into a full inbound marketing strategy. She has previously spoken at marketing conferences including PubCon Las Vegas and PubCon South, SMX West and DFWSEM State of Search.

Vincenzo Cosenza Blogmeter

Luciano Cantoni Google Luciano Cantoni joined Google Italy in 2006 as Industry Manager for Consumer Electronics and Information Technology industries. In 2008 he was promoted to Industry Head, managing the team in charge of top Tech and Telco players. In April 2012 moved to a product team (NPS) where he is responsible for strategy definition and implementation of mobile advertising solutions in the Italian market. Luciano graduated in Economics and began his career in Kodak in software B2B marketing and business development. He later served as head of sales and marketing in different Tech and Consumer Electronics publishing companies.

Sean Carlos Antezeta

Social Media strategist at Blog Meter, Rome. After three years of experience in public relations at Microsoft, he moved to the new communication media and to monitoring blog conversations for Digital Pr and now for Blogmeter. Vincenzo has the blog vincos.it and writes articles for Europa, CheFuturo!, Wired.it. His researches on social networks have been published by Newsweek and Le Monde. In 2012 for Apogeo published Social media ROI and the ebook La società dei dati (40k, 2012).

Justin Cutroni Google He is a blogger, author, consultant and the Analytics Advocate at Google. In his current role at Google Justin is responsible for user and community education and global enthusiasm around digital analytics. An engaging speaker known for his conversational style, Justin loves to share his practical analytics approach with an audience. He commonly speaks at various marketing and analytics related events. Justin is an active participant in the digital analytics community. He publishes the blog Analytics Talk and has authored or co-authored three books: Google Analytics (O’Reilly, 2007), Performance Marketing with Google Analytics (Wiley 2010) and Google Analytics, 2nd Ed. (O’Reilly, 2013). In 2011 Justin was nominated as Innovator of the year by the Web Analytics Association. In 2012 and 2013 he was nominated for Most Influential Industry Contributor by the Digital Analytics Association.

Born in Providence, RI, USA, Sean Carlos received a degree in Physics with honors from Bates College in Maine, USA. As a consultant and teacher of Digital Marketing, he helps companies to optimize their business results through online channels. He is particularly passionate about SEO, Social Media and Digital Analytics. Sean teaches at Milan’s Bocconi University and contributes to various publications including Search Engine Land and Marketing Land. In the early 90s, on behalf of the Los Angeles County Museum of Art Sean developed an enterprise search application, from text indexing to retrieval. After a career at HP, he was IT Manager at real estate portal CasaClick.it, part of the Pirelli group. In 2006 he founded Antezeta Digital Marketing. Sean speaks English, Italian and German. He is Chairman of SMX Milan 2013. © 2013, Business International - Fiera Milano Media

He is the Web Marketing and Social Media Manager at mobile operator 3 Italy where he oversees communication using web and social media channels. After graduation in 1986 from Milan’s Polytechnic, he began to develop software and consult for companies such as HP and Texas Instruments. In 2001 Federico joined the startup of H3G / 3 Italy, one of the main Italian mobile telecommunications companies. At 3 he has covered roles in various areas, each where it was necessary to face new challenges and develop solutions from scratch. Federico has developed the web communication through institutional and business sites, worked in sales as the national head of the distributors channel, coordinated the startup of the first mobile digital TV as Channel Manager and, as Marketing & Business Development Manager, Project MVNO (Mobile Virtual Network Operator) of H3G. Federico is also a freelance journalist since 1997.

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Speakers Pierfrancesco Fedrizzi RealWeb

Elisabetta de Grimani FS Italiane She is now the head of Web e New Media Division at Ferrovie dello Stato (FS, Italian National Railways). She is in charge of definition and implementation of the online communication strategy for the FS Group. She draws the guidelines of web sites architecture, manages user experience, analyzes business communications needs to develop online relations, manages a team dedicated to social network profile management. In 2003 until 2009 she worked in the marketing division of Trenitalia. Graduated at the IED she was involved in a multimedia project as illustrator, that was the first step into a the career of online communication. She joined a small company of web site development, then she started up her own Web Agency Sakè. In 2012 she was recognized by the Italian Web Awards as a winner in the professionals category.

Ric Dragon DragonSearch He is CEO and co-founder of DragonSearch, with more than 20 years of extensive experience in graphic design, information architecture, web development and digital marketing. He has authored two books from McGraw Hill. The latest, Social Marketology, is the first published process framework for social media marketing and is now used in several bachelor and masters level marketing courses. It won the Small Business Book Award in the social media marketing category in 2013. Ric is a frequent blogger and columnist, most notably for Marketing Land, Social Media Monthly, Social Media Today and more. He has been a speaker at SMX Advanced, Social Media Marketing World, Brite Conf (Columbia University), Google GABO, reThink (Oslo), BrandsConf, 140 Conf, TedX and others.

Andrea Farinet University Cattaneo (LIUC) Graduated in Economy with a PhD in business administration both from the Bocconi University of Milan, he has a degree in Political Sciences as well form the university of Milan. He is today professor of Psicology of Consmers, Relationship Marketing and Customer Relationship Management at University Cattaneo – LIUC. 1984-2003 he worked as professor of Economy and business Management at Bocconi University, in 2001 he was Director of the Internet Business Master at Bocconi. He has been speaker for many international conferences as World Business Forum (2005 e 2006), World Marketing Forum (2007) and Aspen Institute (2007). He worked as a consultant for national and international companies and associations and as scientific coordinator at INIPA. He is the ideator of “Socialing” a new political and social discipline that links economy and social psicology.

Journalist with a background in print in the newspaper La Repubblica. In 2003 he left the paper printed for the communication and, in particular, the Communication and online marketing. Over the years he has worked on these issues with important national and international realities. In this decade has participated in the evolution of online communication, the rise of social networks and the development of digital marketing. In 2013 he founded the start-up Nive Dive and launched a research project to calculate the ROI with the University of Trento.

Domitilla Ferrari Arnoldo Mondadori Editore Social Media Strategist – Arnoldo Mondadori Editore Journalist and social networker, was Community Manager in the digital department of Mondadori Editore and afterwards social media strategist. Professor of Social Network and Digital Communication at the University of Padova, Master in Sciences Communication, since 2003 manages a blog of marketing and communications. Wired consideres her as one of the 50 Italian Twitters to follow.

Gianluca Fiorelli SEOmoz Gianluca Fiorelli is a SEO and Web Marketing Strategist, who operates in the Italian, Spanish and English speaking countries markets. Neither in his geekest dreams Gianluca was imagining that one day he would practice or even talk and write about SEO; not at all. In fact Gianluca Fiorelli was working in the TV industry in Italy, as Head of Programming for a thematic Movie Channels in the D+ Digital Pay TV platform. But life is unpredictable and from 2003 until today Gianluca Fiorelli evolved from Web Project Manager to the actual SEO & Inbound Marketing strategist position. Along the years Gianluca Fiorelli has worked with some of the most prestigious business companies, but also with small businesses and startups. Active member of the SEO community, Gianluca Fiorelli is a Moz Associate, official blogger for State of Digital, speaks regularly on different marketing and Search conferences (in three languages), offers in-company training sessions and speaking and he is occasionally contracted as Expert for giving master classes in universities.

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Speakers Alessio Garbin Uramaki

Luigi Gioni Plannify

Cofounder of the video Uramaki factory, a professor of “Video content production” during the 2013 Higher Education UPA and “Video design” IED Master in Digital Media Management. He began his career 12 years ago as a reporter for a local TV station. Accomplice his dual passion for video and the web, he began working for various agencies in Milan as a copywriter and web video communication specialist. In 2010, content supervisor of more than 300 events of the first two editions of the Italian Social Media Week (Festival by the Network) in Milan and Rome. In 2011, creates and writes for La3 (on Sky and digital terrestrial) the first two seasons of Smart & App - The Technology Show format first in Italy to treat live an hour a day issues related to the world of the Internet, technology and ‘innovation.

Brad Geddes Certified Knowledge He is the founder of Certified Knowledge an 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.

Luigi Gioni is an Internet and Digital media executive since the last 15 years, now in charge of Institutional Relations at Digital Magics, an investment company operating since 2008 as incubator of innovative and digital startups that went public on July 2013. Luigi is CEO at one of them too, Plannify.com, and lecturer at Bocconi University. Formerly Luigi was CEO at Wazzap.tv, consultant at Open-Knowledge, Business Develoment Manager at Xing.com Italy, Digital Biz Dev at F.C. Internazionale Milano Spa, Advisor at SMAU, Assistant Professor ad SDA Bocconi Business School.

Andrew Goodman Page Zero Media He is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero manages clients’ paid search campaigns, strategic SEO audits, display advertising and other forms of effective audience targeting. Clients include fast-growth companies like Nuts.com, Posterjack, Affectiva, Clio and Wave Accounting, along with well-known brands (Direct Energy, Canon, Postmedia Digital, Yahoo). He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and Chair Emeritus, SES Toronto. In 2007, he lent his expertise to HomeStars, a consumer review site with aspirations to become “the TripAdvisor for home improvement.” This grew into a co-founding role. Andrew has also acted as an adviser to software companies in the digital space (Clickable, Acquisio). With his lifetime earnings as an Amazon affiliate, Andrew recently purchased a trail bike, which he enjoys riding along the Saint John River with his wife, Carolyn.

Sebastian Grebasch Zalando He is global Head of Search Engine Advertising (SEA) and Mobile Marketing for ecommerce retailer Zalando, where he oversees their SEA & mobile marketing in 14 countries Before joining Zalando he worked for Rocket Internet, setting up the SEA Accounts for several of the company’s startups such as z.B. eDarling, Groupon, etc. Before that he was part of eBay’s SEA team. Sebastian also works as a freelancing online marketing/eCommerce consultant.

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Speakers Bruce Hazan Facebook

Loredana Grimaldi Telecom Italia Communication manager and strategist with broad experience in all aspects of communication: press manager, corporate publishing editor, financial communication manager, internal communication manager, internet/intranet and new media manager, brand strategist and enrichment manager, research manager and reputation analyst. Focused on brand reputation, research innovation and digital media strategy.

Bastian Grimm Grimm Digital He is founder and managing partner of Grimm Digital. Having a background in software development, nowadays he works as online marketing consultant with a strong focus on SEO. With his company, he specializes in SEO strategy& management consulting as well as online marketing trainings and workshops. Grimm also co-runs Ads2people, a full-service performance marketing agency based in Berlin, Germany where he heads the SEO department as the VP of Search. Prior to running his own companies, Grimm set up and trained in-house search teams for brands like Fox Mobile Group (Jamba, iLove, etc.) and oversaw their SEO activities in 25+ countries and for 100+ websites.

Amedeo Guffanti 77Agency Having joined 77Agency in 2007 as a New Media Strategist, today Amedeo manages a team of approximately 120 people and is responsible for coordinating the activities of the 77Agency offices both in Europe and internationally. He specializes in the development of digital communication strategies for both web and mobile, with a strong focus on performance marketing. His strength in developing strategies tailored to meet each client’s requirements comes from his in-depth knowledge of the multiple advertising platforms in the market. Amedeo’s experience at 77Agency includes the management of digital campaigns in more than 20 countries and the development of strong working relationships with the leading companies in the digital field. He has been able to tackle such diverse communication challenges by working closely with an international team and from his knowledge of the most widely-used web technologies. He has a degree in General Management (cum laude) from Bocconi University in Milan and he spent a semester at the Chinese University Sun Yat-Sen di Guang Zhou as part of a Master’s program organized by Boston’s MIT. He was elected to the Board of IAB Italia in February 2012.

Bruce is the Head of Solutions Engineering for EMEA at Facebook, a client facing engineering team working with Businesses, Preferred Marketing Developers & Agencies to help integrate Facebook in their products and services. Bruce has been with Facebook for over 2 years now focusing on Retail & FMCG clients; before that he founded and ran a startup in Paris.

Bill Hunt Back Azimuth Consulting He is the President of Back Azimuth Consulting and specializes in Global Search Engine Marketing and Social Media. Bill has spoken at conferences in over 30 countries and is the co-author of the best selling book “Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site” from IBM Press, now in its 2nd Edition. Bill also contributes to Search Engine Land on global and enterprise search.

Motoko Hunt AJPR After entering the Internet industry in mid 90′s, Motoko established AJPR in 1998. Since then, she has been providing Search Marketing Services targeting Japan and Asia to businesses from around the world. A number of her articles have been published on industry websites and printed media including. She also writes about the Japanese online market on her blog. She volunteers her time at SEMPO, where she serves as a chairman of SEMPO APAC Committee.

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Speakers Armando Janigro Oracle

Nicola Mattina Elastic

Armando Janigro is CRM Business Solutions Strategy Director at Oracle for the EMEA (Europe, Middle East and Africa) region. In this role, Janigro has the responsaibility of defining and develop business strategy in order to take to success Oracle offer in customer relationship management, ranging from classical CRM (Customer Relationship Management) to any solutions for the optimization of the Customer Experience that companies provide to their customer base. At Oracle for 5 years, before getting the actual position he was Cloud Applications Sales Development Leader in Western Europe, developing commercial strategy for Oracle Applications in Cloud Computing service. Formerly he brought on the market the western Europe solutions for Customer Experience managing and eCommerce, attending to the integration of the classical Oracle offer with the acquired companies such as ATG and Endeca. Before joining Oracle, Janigro worked at TeleAp for 9 years and then at Value Team as Account Executive and CRM processes Consultant.

Marco Loguercio FIND Marco Loguercio is a search marketing and digital marketing consultant, working in the search marketing industry since 1996. In 2002 Loguercio founded SEMS, an award winning italian search marketing agency. Loguercio is a frequent speaker at industry events around the country including Search Engine Strategies, IAB Forum, Search Marketing Forum. He has written bylined articles for numerous italian publications and is the author of the book “Le nuove vie del marketing digitale” in 2001.

Gianpaolo Lorusso Sito-Perfetto.it He became interested in search engines in late nineties and since then has worked on several large web projects for clients including Roche, Arena, Kerakoll, Datalogic and Technogym. He has been an AdWords Certified Partner since 2005 and in 2012 launched ADworld Experience, an event dedicated to Search Engine Advertising. As a natural compliment to his SEM skills in 2008 he became interested in User eXperience, and since then has been designing information architectures and performing usability tests on web interfaces. In his spare time he manages sito-Perfetto.it, the first Italian shared E-book about web marketing continuously updated by many Internet professionals known nationally.

Nicola Mattina founded his first company when he was only 20!! In 2000 he successfully raised more than € 750.000 from the Kiwi Fond to develop Wap services for consumers. In 2007 founded Elastic, a digital PR company developing and managing several communication project. Between his customers: Telecom Italia, Finmeccanica and Microsoft. Co-founder of Stamplay, a start up that helps the connection between different marketing IT systems. He gladly helps young entrepreneurs to start up new companies. He managed the chapter of Founder Institute, Rome.

Shawn McClondon My Social Media Monster With over 15 years in the digital marketing industry including 9 years of experience in social media, Shawn has been a trailblazer of integrated digital solutions. Having created social media strategies for some of the most recognizable brands in the U.S. and the world, he believes his philosophy of social emersion while keeping the humanity closely interconnected makes him unique in the industry. As a social media consultant and speaker his topics regularly include digital marketing integration, social crm and creative social automation techniques for businesses.

Massimo Milita Sorgenia He is presently Marketing Director in Sorgenia. With an experience of 20 years of marketing management in the consumer goods industry, he worked for Knorr, San Pellegrino, Birra Moretti and Heineken. He contributed to several advertising campaigns for Birra Moretti, Moretti Soccer Trophies. In Birra Moretti he introduced in 1997 the first pc tablet with penpad used for order entry. In 2000 he won an innovation in technology prize from Regione Lombardia with the web site TieTree. In 2000 he starts up an Internet company dedicated to fashion, gaming and services of marketing performance measurement. He gave his contribution to Sorgenia success, that has become the second well Known national brand in the energy market.

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Speakers Matteo Monari BizUp

Johannes Müller Google

With a degree in European Languages and Cultures and experience as a researcher in Human Computer Interaction, Matteo has worked as an SEO for more than 7 years. Matteo started his career as SEO manager in the online gaming segment, managing sites targeting the Italian, French, Spanish, Northern European and Eastern European markets. More recently, Matteo worked as Head of SEO and Crowdsourced Content for Populis, the European media company owing the international networks Excite, Blogo, Blogosfere and Mokono. Since 2 years, he is the co-founder and COO of BizUp, an Online Marketing agency specializing in international projects in “competitive” segments. Matteo is a regular speaker at Italian and European online marketing, iGaming and affiliate marketing events. He is also Mentor for the Estonian startup incubator GameFounders and a regular contributor to the magazines iGaming Affiliate and iGaming Business.

Sandro Moretti Simple Agency In 2008 he co-founded Simple Agency with the ambition of providing a different vision of the digital marketing industry. Trying to bring his experience in a new, exciting, environement. In 2006 became MD of Sixandco Italy, the new, creative, 2.0, international agency network of FullSix, achieving the 2006 and 2007 challanging results. In 2002 is Partner at FullSix Group, italy’s branch. Responbile for key accounts such as Ferrero, Lottomatica, SKY In 2000 is MD for the Birla Group in Mumbai, committed to a new start up, technology driven Since 1995 analyst at Innovest SpA, a consulting boutique and private equity operator, dealing with several M&A and consulting project and industries

David Naylor Bronco He started working in the SEO industry over 16 years ago and owns the successful search marketing and web development agency, Bronco, with his wife Becky. Bronco strives to be a leading search marketing company running large online marketing campaigns for companies in competitive sectors, with excellent and sustained results. David’s main motivational driving force is the belief that there is no point having a site if it doesn’t rank No 1. His dedication to giving clients great ROI has led to the constant development of new optimisation techniques and the ability to see algorithmic changes before most other SEO’s. David Naylor has the reputation of being one of the best SEO’s in the world, who has a proven track record of successes in the most competitive markets. In 2012 Bronco formed a strategic partnership with the experienced PR agency 10 Yetis, which enables both companies to work side by side on marketing campaigns giving clients a complete package leading to better results for the long term future.

Donatello Osti U.S. Consulate General Donatello Osti is digital media strategist at the U.S. Consulate General in Milan. A graduate of the School of Advanced International Studies (SAIS) of the Johns Hopkins University in Washington DC he is an expert in digital diplomacy and conflict resolution. He is a contributor to Aspenia online of the Aspen Institute Italy and creator of photography website www.onmyfeet.eu.

Martino Mosna SEM & Web Analytics Specialist Born in Trento, where he still lives and works. Graduated in Media Studies in Bologna, by 2006 he began working as a SEO specialist for Comprabanner, an independent advertising agency operating since 2000. In 2009 the company was acquired by Banzai group, later becoming part of Banzai Advertising. Martino then continued his professional experience as a specialist in Search Marketing (SEO and Keyword Advertising) in the Performance Division of Banzai Advertising. At the beginning of 2011 he started working for Webperformance, spinoff of the Banzai group, gaining his professional experience and specializing in Web Analytics. At the end of 2011 he started a business as a freelancer. He owns of the individual certifications by Google for Google Adwords and Google Analytics. A lover of astronomy, technology, and role-playing games, in the spare time Martino administers the website “Il 5°Clone”, online community dedicated to the role-playing game Dungeons & Dragons. © 2013, Business International - Fiera Milano Media

He joined Google in 2007 and works as a Webmaster Trends Analyst with Google Zürich. He works closely with the Webmaster Tools and Search Quality teams and looks after the English speaking Google Webmaster Help discussion forums.

Luigi Proserpio Bocconi University Associated Professor at the Bocconi University, he has a University degree in Business Economy and a PhD in business economy and management both from Bocconi, Milan. He is Visiting scholar at Carnegie Mellon University, Pittsburg (PA).

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Speakers Samuel Scott The Cline Group

Giorgio Racca Techedge Partner of Techedge, Giorgio Racca is the Manager of BI & EPM practice. Founder and CEO of eXstone Group, a consulting company focused on the implementation of Performance Management Solutions (Hyperion, OutlookSoft and Tegetik) and ERP (JD Edwards). Prior to that, back in 1998 he was founder and Managing Director for the Italian branch of the German group MIS AG. From October 2000 onwards he was the Marketing Vice President of the same group. From 1995 to 1998 he was the Managing Director of the Italian branch of IRI Software, a specialized provider of Oracle based IT solutions for consumer packaged goods companies. Previously, he gained significant experience working in Hyperion. He started working for the company in 1988, progressively building a career within the international group, first as a consultant. He was later appointed Product Manager, Business Development Manager and finally, Managing Director of the Hong Kong-based Far East HQ. A graduate in Economics and Social studies at Bocconi University in Milan, he also worked as a university professor, and was a member of the technical scientific committee for a Master course in Business Analysis at the University of Padua.

Sara Rosso Automattic She is VIP Global Services Manager at Automattic (WordPress.com & more), and she has worked in technology since 1996 for companies such as Hewlett-Packard and Ogilvy. She has a degree in Management Information Systems from Texas A&M University and an MBA in Managing Innovation & Technology, and Leading People & Organizations from Santa Clara University in California. Sara is also a writer, photographer, technology lover and business & digital strategist. She and her work have appeared in numerous publications from The New York Times to The Wall Street Journal to Il Corriere della Sera. Originally from California, she currently lives in Milan, Italy.

Pietro Sansone LiveXtension Pietro Sansone has spent 10 years in the DDB group: he was in Rapp Collins first, then launched the Italian office of the Tribal DDB network, then worked at the strategic and planning integration of the 3 main companies of the group (Rapp Collins, Tribal DDB and DDB). In 2007, he joined LiveXtension, marketing communication agency of the incubator Digital Magics. Today, he is chairman and strategy director of LiveXtension. He has been teaching online advertising, advergaming and social media in university and post-degree courses at the Università Cattolica and Politecnico in Milan.

He worked for high-tech and start-up companies in Israel and Boston in strategic marketing and communications with a focus on search-engine optimization (SEO), social-media marketing (SMM), and pay-per-click (PPC) advertising before coming to The Cline Group. After graduating from Boston University with a degree in journalism, he covered issues including Boston and Massachusetts politics, urban development, and social issues as a freelance or staff reporter for publications including The Boston Globe, The Patriot Ledger, and The Boston Courant. Until 2007, Samuel was Editor-inChief and Executive Director of Spare Change News, an alternative newspaper and non-profit organization in Boston. Samuel moved into online marketing after studying in the Executive M.B.A. program at Suffolk University in Boston and the International M.B.A. program at Bar-Ilan University in Israel. He is an Inbound Marketing Certified Professional and a graduate (with honors) of Hubspot’s Inbound Marketing University as well as individually certified by Google in Google Analytics and by Hootsuite.

Chris Sherman Search Engine Land 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 McGrawHill 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. www.smxmilan.it

Speakers Chris Silver Smith Argent Media

Danny Sullivan Marketing Land

Chris Silver Smith is President of Argent Media and has an extensive background in search engine optimization, internet technology and online marketing. He has worked for some of the top agencies in the SEO industry, including KeyRelevance and NetConcepts, researching and developing search optimization and providing search marketing strategies for Fortune 500 and Internet Retailer 500 companies. Previously, Chris worked at Verizon’s Superpages.com for over ten years, serving as the Head of Technology & Advanced Development. His projects there included R&D, local search development, user interface design, map-based search, mobile applications, and more. He was awarded the Verizon Individual Excellence Award in 2004 for his innovations, which increased site traffic (and click-through revenues) for the company. Chris’s work has been featured in several publications and he regularly contributes articles to Natural Search Blog, Nodal Bits, and Search Engine Land. Chris currently serves on the Board of Advisors for Universal Business Listing (UBL) and on Thomas-Reuters FindLaw’s SEO Advisory Board.

Jim Sterne Digital Analytics Association

Piero Tagliapietra CEFRIEL After graduating in Semiotics (Philosophy) he began working in one of the main Italian Digital PR agencies where he worked for two years focusing on monitoring solutions, metrics and Social Media Strategy. In this environment he worked with several large clients and begin to assess the impact of social media within the business and test hypotheses developed during the university time. After the experience in the agency he began a new path in CEFRIEL: in addition to the activities related to strategy, implementation and monitoring of social media in the enterprise (both in terms of teching and projects), he started to deepen Social Business Security and the relationship between security and Social Media.He has written several articles on Information Foraging and some works on influencers and the influence of Social Media in the purchasing process.

He is a professional explainer. He has simplified the complexities of online marketing in front of large audiences and for major corporations since 1994. Jim Sterne was named one of the 50 most influential people in digital marketing by Revolution, a top marketing magazine in the United Kingdom and identified as one of the top 25 Hot Speakers by the National Speakers Association. Jim is dedicated to helping companies understand the possibilities and realities of conducting business online and measuring the value of the Internet as a medium for creating and strengthening customer

Widely considered a leading "search engine guru," Danny Sullivan has been helping webmasters, marketers and everyday web users understand how search engines work for over a decade. Danny's expertise about search engines is often sought by the media and he has been quoted in places like The Wall St. Journal, USA Today, The Los Angeles Times, Forbes, The New Yorker and Newsweek and ABC's Nightline.Danny began covering search engines in late 1995, when he undertook a study of how they indexed web pages. The results were published online as "A Webmaster's Guide To Search Engines," a pioneering effort to answer the many questions site designers and Internet publicists had about search engines.The positive reaction from both marketers and general search engine users caused Danny to expand the guide into Search Engine Watch, where he served as editor-in-chief through November 2006. Now he heads up Search Engine Land as editor-in-chief, taking it into the next generation of search coverage. Danny also serves as Third Door Media's chief content officer.

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Speakers Stephan Walcher Catbird Seat

Marcus Tober Searchmetrics Marcus Tober studied computer science in Berlin and started his career by developing the known SEO platform linkvendor.com. This passion to every kind of search engine data led to the founding of Searchmetrics in 2005. Today Searchmetrics is a worldwide leader in Search Analytics solutions with nearly 100 employees and offices in Berlin, New York, London and Paris. Core businesses are analysis of SEO and Social data in more than 34 countries. Companies like Siemens, T-Mobile, Symantec, Lufthansa trust Searchmetrics.

Cristiano Toni Freedata Labs

Matthias Weth OssCom

Cristiano was born with a passion for Statistics and Technology, evolved this passion into a subject of study and then into a full-time profession. Cristiano has been with Freedata for a lifetime now and as well as living through the transformation from a “small town” company to an “European” reality, he was the Director of the transformation from a Market Research Agency to a Multi Service Marketing Company. Throughout the last ten years he has been responsible for a number of important Business Intelligence, Database Management, CRM, Web Analysis and Social Media Marketing projects without ever really giving up his first love since University: SAS. For six years he lectured in Economic Statistics and Market Research at the Bocconi University in Milan where, thanks to the priceless contribution of the students, he mastered the knowledge of the digital universe, and in particular of Social Networks. He also teaches Social Intelligence at CFMT. In the role of Chief Operating Officer, over the last five years, he has run some of the most important projects for key clients such as Microsoft, SAP, Ferrari, Nokia, TNT Post, Confcommercio, Salmoiraghi & Viganò, Nestlé.

Nicoletta Vittadini Catholic University of Milan Nicoletta Vittadini is Associate Professor of Sociology of Culture and Communication at the Catholic University of Milan. She teaches Sociology of Communication and New media theory at the Modern Languages Faculty. She’s Assistant director of ALMED (Postgraduate school in media, communication and performing arts) and senior researcher at OssCom (Research Center on Media and Communication). She’s vice chair of the Working group on “The role of media and ICT use for evolving social relationships” of the Cost (European Cooperation in Science and Technology) Action Transforming Audiences Transforming societies. Among her recent publications: “Relazioni sociali, privacy e logiche di scambio”; Virtual Shadowing, Online Ethnographies and Social Networking Studies; Generations and media: The social construction of generational identity and differences. © 2013, Business International - Fiera Milano Media

Stephan Walcher has been active within Online Marketing, more specifically Search Engine Optimization since 2007. During 2011 he moved from Microsoft Germany, where he was employed as Inhouse SEO Specialist for MSN and Bing, to the Online Marketing Agency Catbird Seat GmbH. Before his time with Catbird Seat he had the opportunity to assist hospitality and tourism clients with online marketing in South Tyrol ( Italy). He advises clients on SEO and information architecture as Head of SEO Consulting.

Matthias Weth (33) is Managing Director & Partner at Catbird Seat GmbH (www.catbirdseat.de), an online marketing agency founded in 2009. Catbird Seat focuses on performance-based & data driven search engine marketing, social media and web analytics. Matthias has worked in the industry for more than 8 years. He regularly holds workshops for beginners and advanced SEA managers as well as speaking at conferences such as the OMCap Berlin or SMX Munich. Before starting his own business, Matthias was Team Leader Search at the AutoScout24 GmbH for 3 years, responsible for the search marketing strategy and operations in Europe.

Paolo Zanzottera ShinyStat He started to work as a SEO in the 1998 during his studies at university and he began to “consume” log data to create web analytics reports. In 2000 he got his degree at Bocconi University ineconomics with the thesis “Consumer protection in ecommerce”, working on that topic with an internship in the European Commission in Brussels. He came back to Italy at the end of the 2001 and he founded a web agency: Bizonweb, focused on ecommerce and web marketing. Since 2007 Paolo is the CEO of ShinyStat: a digital analytics platform, certified provider for Audiweb. He led directly the R&D to develop Video Analytics in 2009 and App Analytics in 2011. In 2013 co-founded the Italian company Appocrate: an e-health start-up with a focus on mobile devices. Paolo loves know-how exchange: he enjoys speaking when invited by universities and public and private organizations.

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notes

ÂŠ 2013, Business International - Fiera Milano Media

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notes

ÂŠ 2013, Business International - Fiera Milano Media

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