Agenda

EASDP Toledo
21 September 2012

Speakers Summary

0900 – 0930
A View into Europe’s Digital Future — Outlook and Forecast From BIA/Kelsey
Two of BIA/Kelsey’s leading analysts will open the day with a research-based overview of the European and global social, local, mobile marketplace. This overview will include a review of BIA/Kelsey’s global directional media forecast, as well as research focused on small-business advertising behavior in North America and Europe.
Speakers:Charles Laughlin, Senior VP, BIA/Kelsey

0930 – 1000
'Integrating Social Tools Into Marketing, Sales and Customer Support'
Fabio Pigo, VP-Europe, Adknowledge
There is a lot of discussion about social as a product to sell to SMEs. But what about social as a tool for local digital media companies to generate leads, promote their services and manage relationships with their customers? We will hear some examples of how social tools are changing the way business is done.
Moderator: Mike Boland, Program Director, Mobile Local Media, BIA/Kelsey

1000 – 1030
Minding the Gap II
Neal Polachek, President, Board Advisors
At the EASDP May conference in Brussels, Belgium, industry expert Neal Polachek unveiled data that painted a picture of a small-business market that is failing to keep pace with the digital sophistication of its consumer audience. Because of their inadequate digital presence, most small-businesses are lost in the SoLoMo wilderness. Polachek returns to share the latest data from SMB DigitalScape to show if there has been progress, and if so, in which areas.
Moderator: Charles Laughlin, Senior VP, BIA/Kelsey

1030 – 1100
Refreshment Break

1100 – 1145
BIA/Kelsey Forum: A Mobile-Centric Future — The Outlook for Products and Monetization
Alastair Thornton, Head of Digital, thomsonlocal.com
Most traditional and digital-only media companies see mobile as a critical opportunity for the next several years. Get mobile right or prepare to fail as a business. We’ll ask some mobile veterans for their views on the likely product path for mobile advertising and commerce.
Moderator: Mike Boland, Program Director, Mobile Local Media, BIA/Kelsey

1145 – 1230
'Yellow Medya: A Data-Driven SoLoMo Transformation'
Trevor Nadeau, Managing Director, Yellow Medya
Back in 2008, Trevor Nadeau went to his company's board and told them that no one was buying the product they were selling, an online Yellow Pages directory. Yellow Medya set about changing its business to focus on the data opportunity in Turkey, which lacked a quality database of businesses. This decision to focus on data created a sizable licensing and distribution opportunity for Yellow Medya. The bigger picture, and opportunity, is that building this rich, geocoded database, with brand and point-of-sale data, is a great enabler for social-local-mobile marketing in Turkey. Nadeau will talk about his company's transformation and the lessons it holds for others.
Moderator: Charles Laughlin, Senior VP, BIA/Kelsey

1230 – 1415
Lunch

1415 – 1445
‘Inventing a New Role for Search in Europe’
Leonid Shnyr, Head of Business Projects, Yandex
Yandex is emerging as a creative force in the European search market, surpassing Google in its home market Russia, with ambitious plans to expand throughout Europe. Shnyr will share how Yandex has emerged as a new power in European search, as well as his perspective on how to win in the SoLoMo marketplace.
Moderator: Michael Boland, Program Director, Mobile Local Media, BIA/Kelsey

1445 – 1515
‘Cross-Media Attribution Strategies’
Bill Dinan, President and CEO, Telmetrics
Directory publishers and search marketers that aren’t capitalizing on today’s lead attribution tools, which help measure the offline transactions influenced by online, mobile and other ad programs, are missing out on valuable monetization opportunities. Dinan will offer guidance on how to gain greater visibility into media campaign performance and translate that into media optimization strategies that generate additional revenue.
Moderator: Michael Taylor, Business Development Director, BIA/Kelsey

1515 –1545
Refreshment Break

1545 – 1615
‘Building a Consumer-Reviews Driven Business in Europe’
Paul Reich, Director of Sales, Europe, Yelp
Yelp is one of the most recognizable local search brands and is nearly synonymous with consumer-generated content. The company’s prominence in local search has risen recently through its relationship with Apple and its new maps product. Yelp veteran Paul Reich has been instrumental in getting its efforts in Europe off to a strong start. Reich will share Yelp’s view of the European SoLoMo opportunity and engage in a robust dialogue with BIA/Kelsey’s Matt Booth.
Moderator: Charles Laughlin, Senior VP, BIA/Kelsey

1615 – 1645
The Strategic Roadmap — A Candid Conversation About the Future of Local
We will finish the day with a wide-ranging conversation where no topic is too sensitive. BIA/Kelsey analysts will be joined by some of the day’s top speakers to discuss a host of thought-provoking topics. Which companies and categories will win in SoLoMo? Is the traditional media sales channel obsolete? Will small businesses adapt to self-serve in large numbers? Where should investors place their bets? What will be the ultimate business model for social-local media?
Speakers: Michael Boland, Program Director, Mobile Local Media, BIA/Kelsey; Charles Laughlin, Senior VP, BIA/Kelsey; Michael Taylor, Business Development Director, BIA/Kelsey

Speakers Summary

Michael Boland, Program Director, Mobile Local Media, BIA/Kelsey
Bill Dinan, President and CEO, Telmetrics
Charles Laughlin, Senior VP, BIA/Kelsey
Trevor Nadeau, Managing Director, Yellow Medya
Fabio Pigo, VP-Europe, Adknowledge
Neal Polachek, President, Board Advisors
Leonid Shnyr, Head of Business Projects, Yandex
Paul Reich, Director of Sales, Europe, Yelp
Michael Taylor, Business Development Director, BIA/Kelsey
Alastair Thornton, Head of Digital, thomsonlocal.com
Additional speakers to be announced

EASDP Congress
19-21 September 2012
Toledo, Spain

Open to members and non-members, the EASDP congress is the biggest event in Europe dedicated to the people and the business of the database, search and directory publishing industry.


BIA/Kelsey is producing one day of the conference to focus on the emerging SOLOMO opportunities in Europe.


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