Agenda

Day 1 | Day 2 | Day 3


DAY 1: TUESDAY, DECEMBER 4, 2012

10:00 am – 10:45 am
Pros and Cons of SEO Outsourcing

Scalable SMB SEO is one of the fastest growing niches in the SMB digital marketing space. Leading SEO analyst Andrew Shotland (Local SEO Guide) will moderate a no-holds-barred discussion with two top SMB SEO outsourcing vendors: Will Scott, CEO of Search Influence, and Tim Judd, CEO of eLocal Listings. The panel will focus on how to effectively outsource SMB SEO services (and how not to).

MODERATOR:
Andrew Shotland, Principal, Local SEO Guide; BIA/Kelsey Associate

PANELISTS:
Tim Judd, CEO, eLocal Listing
Will Scott, CEO, Search Influence

10:45 am – 11:30 am

Strategically Using Reputation Management
Local SMBs want to know one thing more than anything else: what are customers saying about them and how can they reach out to customers? SMBs in highly competitive markets want to know what's being said about their competition. Reputation monitoring and management is a critical part of online digital bundles for SMBs. We'll explore some of the many great tools from some of the top companies in the social management space.

PANELISTS:
Bill Bice, CEO, BoomTime
Emad Fanous, Cofounder, YellowBot
Brendan King, CEO, Vendasta
Pete Ryan, CEO, Moon Valley


11:30 am – 1:00 pm
Networking Lunch
(Open to all attendees)

11:30 am – 1:00 pm
BIA/Kelsey Client Lunch
A special briefing for BIA/Kelsey clients

Conference Begins


1:00 pm – 1:30 pm
ILM West Kickoff: The View From BIA/Kelsey
A rundown of BIA/Kelsey’s top local stats and a preview of ILM West’s agenda. Welcome to ILM West!
Tom Buono, CEO, BIA/Kelsey
Rick Ducey, Managing Director, BIA/Kelsey
Mark Fratrik, Chief Economist, BIA/Kelsey

1:30 pm – 2:15 pm
Opening Keynote: Bill Gross, CEO, Idealab
Bill GrossIn the great tradition of ILM keynotes, we have landed one of the best yet: Bill Gross, CEO, IdeaLab. Gross is in the Internet Hall of Fame as the inventor of the auction system for selling contextual advertising (later adapted by Google). He has, in fact, had a tremendous career in software, search, media and multimedia. In 1996, Gross founded Idealab, a pioneering incubator. Seven of the original 10 companies survived for the first year, including four that later went public. Among them: Overture and CitySearch. IdeaLab also has been home to InsiderPages and currently, PunchCard.

2:15 pm – 2:45 pm
The ILM Investment Climate: A Discussion with Sean Moriarty
Sean Moriarty has unique perspective. His extensive operational experience as the former CEO of Ticketmaster and operating roles across several IAC properties gives him unique insights into many emerging markets. As an investor, advisor, and board member to early and growth stage technology, media, and entertainment companies, Moriarty is working directly with many promising businesses. Moriarty will discuss his current outlook for interactive segments, what challenges and opportunities with current invest models, trends he’s watching and what makes a great business that is worth investing in.

2:45 pm – 3:15 pm
Networking Break
3:15 pm – 4:30 pm
SuperForum: Sales Force Transformation
A key to winning local is the successful transformation of the sales force (and sales channels). During this SuperForum, BIA/Kelsey presents top findings from its research in this area, and engages with industry leaders about sales strategies and features, including self-serve, applying sales metrics and more.
Charles Laughlin, Senior VP, BIA/Kelsey

PANELISTS:
Kris Barton
, Chief Product Officer, ReachLocal
Mark Canon, CEO, SmugCloud
Jeff Folckemer, CEO, LocalEdge
Kathy Geiger-Schwab, Principal, Geiger-Schwab Consulting

4:30 pm – 5:15 pm
The ILM Startup Forum (With Future Stars)
The next wave of interactive local media services will tap the entreprenurial creativity of a new generation. We’ll start this session with an in-depth discussion with Elizabeth Osder, one of interactive media’s leading developers (ex New York Times, Yahoo, Advance). We’ll then bring up new startups that have caught our eye.
Elizabeth Osder, Principal, Osder Group
Future Star participants to be announced

5:15 pm – 7:00 pm
LA Networking Reception
The best industry networking, nibbles and drinks at the historic Century Plaza Hotel.

And, join us a while longer…

7:00 pm – 8:30 pm
Special Event at ILM West

A Musical Fundraising Event for Hurricane Sandy Relief

Hurricane Sandy NJ Relief Fund


Bring Your Generous Spirit and Musical Talents!

Hear live music performed by your colleagues in the digital media space, backed up by some incredible professional musicians from the LA music scene.

Most importantly, we’ll be having fun while collecting donations during the evening on behalf of the Hurricane Sandy New Jersey Relief Fund.

Contact Pete Ryan for details on how you can step to the mic and be part of the evening's entertainment!

Open to All ILM West Attendees

Sponsors


END OF DAY 1



DAY 2: WEDNESDAY, DECEMBER 5, 2012

7:30 am – 8:15 am
“Before the Bell”: Breakfast Discussion on BIA/Kelsey Forecasts and Media Ad View

Room: Westwood Room
A fast-paced session dedicated to industry and local market insights taken from BIA/Kelsey’s social, mobile and local forecasts and competitive ad spending research, Media Ad View.
Mark Fratrik, Chief Economist, BIA/Kelsey

7:30 am - 8:15 am
Continental Breakfast in the Exhibit Hall


Day 2 Program Begins


8:30 am – 9:00 am
The Google Executive Interview: Todd Rowe, Managing Director - SMB Global Sales, Google
Todd RoweGoogle’s partner network for SMB sales has reached 350 partners in 44 countries. Running it all is Managing Director Todd Rowe, who will detail Google’s activities, challenges and new features amidst changing global SMB marketing trends.


9:00 am – 9:30 am
Keynote: Jason Finger, CEO, CityGrid
Jason FingerBuilding a meaningful local audience and effective ROI for local advertising remains a challenge. Bringing volume to local has been a key priority for industry pioneer Jason Finger, who now leads IAC’s local network vision at CityGrid Media. This will be one of Finger’s inaugural presentations as CityGrid’s leader.

9:30 am – 10:15 am
Social Business Innovators
For the first time, local leaders are directly linking social media to engagement and monetization via lead gen, reputation management, commerce and even paid content. What is the best way to pursue it? BIA/Kelsey Social Local Media Program Director Jed Williams will talk to several top innovators in social local media, with a definite eye towards the money.
Jed Williams, Program Director, BIA/Kelsey

PANELISTS:
Mark GIlbert, VP, Product, Hearsay Social
Todd Klawin, CEO, Localee
Darren Waddell, SVP Marketing, Payvment

10:15 am – 10:45 am
Networking Break
10:45 am – 11:15 am
Search for It! Local Online Retail Innovation

Retail has taken a sharp turn in 2012 as online shopping has become increasingly on par with offline shopping. The development of product listing ads driving Google Shopping, map insertion and enhanced locators have altered the landscape. Our experts provide insights how these change the landscape.

PANELISTS:
Matt Archer, Senior Director, ComScore
Manish Patel, CEO, Where2GetIt
Paul Wicker, Director, Kenshoo Local

11:15 am – 12:15 pm
SuperForum: Mobile’s Impact on Interactive Local Media: National to Local

The rapid evolution of mobile has begun to change how marketers target local users. The opportunity is made up of a complex ecosystem of mobile developers, publishers, advertisers, ad networks and location data. In this SuperForum, we’ll run through a series of presentations and in-depth interviews that dive into each of these interlinked areas.

Part I: The Mobile Local Opportunity, By the Numbers
We’ll set the stage for mobile discussions with a presentation of data, trends and the BIA/Kelsey take on what is driving mobile investment, innovation and revenue opportunity.
Michael Boland, Senior Analyst, BIA/Kelsey

Part II: Local Targeting and the Evolution of Mobile Ads
We’ll talk to two of the leading mobile ad networks that specialize in location targeting. What are best practices and how are they impacting campaign performance and monetization? How are national advertisers adopting the mobile playbook, and all new opportunities to go local?

PANELISTS:
Greg Hallinan, CMO, Verve Mobile
Dipanshu Sharma, CEO, xAd

Part III: Mobile Meets Local: It’s All About the Data
Despite the buzz around mobile and local, content targeting often inherits the desktop PC’s blunt methods such as IP lookups. To get to mobile local’s true promise, location data providers are emerging to provide a richer mosaic of content and context around all the places we go.

PANELISTS:
Rene Reinsberg, CEO, Locu
David Staas, President, JiWire

Part IV: Planting the Mobile Flag
In all the talk of mobile advertising, the basic steps are often ignored. This includes mobile website creation and optimization. When does it make sense to have an app, and what should it include? And what’s the best way to market your site or app in a quickly crowding marketplace?

PANELISTS:
Tobias Dengel, CEO, WillowTree Apps
Itai Sadan, CEO, Duda Mobile

12:15 pm – 1:30 pm
Networking Lunch
1:30 pm – 2:00 pm
Afternoon Keynote: David Krantz, CEO, YP
David KrantzYP has recently spun off from AT&T and is set on an independent growth course as one of the largest local search, media and advertising companies in North America. Entering the market with nearly a billion dollars of local digital revenue, YP comes out of the transaction with a local sales force of thousands of feet on the street and nearly 700,000 customer relationships. CEO David Krantz will share his insights on the evolving web-to-commerce landscape and plans for the company during this keynote address.

2:00 pm – 2:45 pm
The ‘New’ Newspaper: New Users, New Reach, New Revenues
From iPad apps to cross-media daily deals to paid firewalls to local ad networks, leading newspaper companies have shifted their revenue mix as they develop their plans to keep them as local leaders. U-T San Diego and Belo’s Dallas Morning News are living laboratories for what newspapers and other local media organizations can do.

PANELISTS:
Mike Hodges, President and COO, U-T San Diego
Jim Moroney III, Publisher and CEO, Dallas Morning News

2:45 pm – 3:15 pm
Networking Break

3:15 pm – 4:45 pm
SuperForum: The New Promotions Landscape: Coupons, Deals and Loyalty

The new dynamics of promotions involves deals, coupons, and local loyalty. Much of it is tied to credit/debit cards and big data analytics. All are geared to anchor a suite of local business services that bring local consumers back to merchants, time and again. Some will be vertically integrated with the tech giants; others will be tied in with the major financial institutions. We’ll present highlights from the Marketplaces foundation paper, and talk with major players in the transformation.

Part I: The New Promotions Landscape
Highlights from the Foundation Paper
Peter Krasilovsky, Vice President, BIA/Kelsey

Part II: The New Loyalty Programs
Perry Evans, CEO, Closely
Victor Ho
, CEO, Five Stars

Part III: The Deals Landscape
Matthew Coen, Cofounder and President, Second Street
David Gilbertson, VP and GM, SaveLocal (Constant Contact)

Part IV: Leveraging the Massive Coupon Market
Loren Bendele
, CEO, Savings.com
Gary Cowan, SVP, DataSphere
Michael Vivio, President, Cox Target Media (ValPak)

4:45 pm – 5:15 pm
Targeting Local Audiences: Hollywood Shows the Way
No single industry has focused on reaching local audiences to the extent of the Hollywood studios. Getting audiences to the local cineplex on opening day is job 1. Social media has become a huge part of the equation. Eventful CEO Jordan Glazier teams with NBC-Universal’s Digital Senior VP Doug Neil on one of the ultimate local case studies.

PANELISTS:
Jordan Glazier, CEO, Eventful
Doug Neil, SVP, Digital, NBC-Universal

5:15 pm – 7:00 pm
LA Networking Reception
END OF DAY 2



DAY 3: THURSDAY, DECEMBER 6, 2012


Day 3 Program Begins


8:30 am – 9:00 am
A Discussion With Ben T. Smith IV, CEO, Wanderful Media
Ben SmithRetailers have largely relied on newspapers to deliver their promotions. But in a digital age, what is the most effective way for retailers to reach local audiences? A consortium of 12 newspaper companies is pumping $22 Million into Wanderful Media (formerly Travidia) to develop new ways of reaching audiences, from the iPad to FindnSave.com. MerchantCircle founder Ben T. Smith IV leads the effort.

9:00 am – 9:30 am
Keynote Speaker: Dan Levy, Director, Global SMB Markets, Facebook
Dan LevyFacebook remains the “sleeper” in interactive local media. Nearly 50 percent of SMBs currently have Facebook pages, user “likes” drive new customer acquisition and Facebook Connect is the common link for registration. Dan Levy will offer a hint at what’s in store for Facebook in local for 2013?

9:30 am – 12:00 pm
The Advertiser SuperForum
Nothing is more important in local than to have in-depth discussions with actual advertisers and small business owners. We’ll talk one-on-one with marketing executives that control the purse strings at national advertisers (i.e. U-Haul) and SMBs. During this SuperForum, we’ll review marketing preferences, the solutions they want, and what they think is missing. We’ll also examine the purchase funnel; how a lead becomes a customer; and where a lead falls flat. We’ll show where conversions happen and what media types convert into sales.

Part I: Research
A look at what products and services business owners tell us have the highest return on investment.
Matthew Booth, CSO and Program Director, BIA/Kelsey

Part II: The Lead Sources That Become Sales
Each month, roughly 1 in 10 US cell phones are reaching businesses through Marchex’s network. Ismail will walk us through which lead sources become sales and which don’t. As part of this session, we’ll benchmark pay-per-click and display ads to see how many views and clicks it takes to turn CPM and clicks into real paying customers.
Ziad Ismail, Vice President of Product, Marchex

Part III: National Advertiser: U-Haul
The Directory Listings division of U-Haul is responsible for close to $45M in advertising spend. Directory leader Elnora Cunningham will tell us what it takes to get her attention; where she buys; and what she doesn’t.
Elnora Cunningham, Director, Print and Online Local Search, U-Haul

10:30 am - 11:00 am
Networking Break
Part IV: Mobile, Usage Patterns and Call Volumes
How can you determine the best tools and channels to convert users into paying customers? Telmetrics will share in-depth research that drills into mobile, usage patterns and call volumes.
Bill Dinan, CEO, Telmetrics

Part V: Local Advertiser: Kor180
Maya (Maria) Kermath, former business development director for AT&T, has launched Kor180, a new Fitness studio in Austin. Her deep experience should make launching an SMB easy, right? Not necessarily. She tells us the promise and the pitfalls and what she is learning about digital marketing as a small business owner.
Maja Kermath, Owner, Kor180

Part VI: Solutions Presentations
During this presentation, we will hear about some of the cutting edge solutions that are now available in the marketplace – what works, and what doesn’t.
Jason Spievak, CEO, Ring Revenue
Jason Wells, CEO, Contact Point

Part VII: Summary Wrap-up
What did we learn about what solutions work, what would panelists want to buy and what is interesting and new?
Matt Booth, CSO and Program Director, BIA/Kelsey
Maja Kermath, Owner, Kor180
Elnora Cunningham, Director, Directory Listings, U-Haul

12:00 pm – 12:15 pm
Summary Thoughts
BIA/Kelsey analysts present summary thoughts on ILM West and industry directions as the conference comes to a close.

END OF CONFERENCE


Sponsors & Partners
Microsoft Surface
A Musical Fundraising Event

For Hurricane Sandy Relief

Sandy Relief Fund

Bring Your Generous Spirit and Musical Talents!

Tues. Dec. 4, 7:00 pm
in the California Showroom

Sponsored by: YP.com
Entertainment Hosted by:
Moon Valley Software

Meet Our ILM Future Stars
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