DMS ’11 Agenda

A Message From Conference Chairman
Charles Laughlin

“For today’s small businesses, marketing has gone beyond simply making the phone ring. SMB marketers now require a complex mix of
products and services to drive leads, measure performance, manage
customer relationships and engage customers. At DMS ’11, we’ll
dig deeply into the technologies, platforms and business models
driving modern SMB marketing.”

 

Day One | Day Two | Day Three

Print version 

Day 1: Tuesday, Sept. 20

7:15 am – 11:30 am
‘Play For A Heart’ Charity Golf Event
Play for a HeartDMS ’11 attendees are invited to "Play For A Heart" in a charity golf event benefiting the Children's Hospital Colorado Foundation, to fund congenital heart disease (CHD) research. We have coordinated our DMS ’11 schedule so attendees can start the day with a round of golf for a good cause before joining us for the conference program, which begins at 1 p.m. To participate in the Play For A Heart event, attendees must register in advance. Visit http://www.playforaheart.org/golf for more information and online registration.

1:00 pm – 1:30 pm
Conference Kickoff
BIA/Kelsey Research: Fresh Insights Into SMBs
BIA/Kelsey’s cutting-edge research provides great insight into SMB advertising spending, and how small businesses use interactive media to acquire and retain customers. We’ll dig deep into our research to offer our view of the global SMB marketplace and SMB strategies.
Tom Buono, CEO, BIA/Kelsey
Charles Laughlin, Senior VP and Program Director, BIA/Kelsey
Steve Marshall, Director of Research and Consulting, BIA/Kelsey

1:30 pm – 2:00 pm
Headline Speaker: Clare Hart, CEO, Infogroup
Business listings have been at the heart of SMB lead generation for decades. They're going through a rapid transformation as new tools and features make them an even more vital agent for online commerce. But now, of course, the listings companies have competition. Infogroup CEO Clare Hart, a change agent recruited from Dow Jones, leads the company's new direction. Hart will share Infogroup’s perspective and vision on the small-business space.
Moderators: Peter Krasilovsky and Tom Buono

2:00 pm – 2:45 pm
The Future of Yellow Pages
It’s been a challenging few years for the local medium most closely linked historically to the small-business advertiser. What does the future hold for Yellow Pages? Are any of the strategic overhauls taking place around the industry working? Can publishers successfully reinvent themselves as local SMB agencies? We’ve assembled a panel of industry thought leaders to assess the state of the Yellow Pages medium and its near-, mid- and long-term outlook.
Neg Norton, President, Local Search Association
Scott Pomeroy, CEO, Yellow Pages Group, New Zealand
David Sharman, Senior VP and Chief Strategy Officer, Dex One
Moderators: Neal Polachek and Charles Laughlin

2:45 pm – 3:15 pm
The BIA/Kelsey Interview: Ben T. Smith IV, Cofounder, MerchantCircle, Peter Horan, Executive Chairman, Halogen Media Group, and Payam Zamani, Founder, Chairman and CEO, Reply
Under its cofounder and former CEO, Ben Smith, MerchantCircle amassed a membership of 1.6 million SMBs, making it the largest online social network for small businesses. Some 250,000 SMBs engage with each other every day on the MerchantCircle network. Earlier this year, MerchantCircle was sold to Reply.com, which was founded by Payam Zamani. Peter Horan is a past CEO of IAC and a seasoned entrepreneur and independent director in the media and Internet space. Together, these three industry thought leaders will share their candid views on the evolution of SMBs, social media and local online commerce.
Moderator: Neal Polachek

3:15 pm – 3:45 pm
Refreshment Break

3:45 pm – 4:00 pm
The BIA/Kelsey Interview: Todd Rose, VP, Business Development, AT&T Interactive
AT&T Interactive is building the complete package for small-business marketers — from search engine marketing to video, social reputation management, local ad networks and now deals. AT&T’s Todd Rose has been instrumental in the deals rollout, and he’ll talk about AT&T’s unique challenges and opportunities in that space. He will also share his insights about forming the partnerships required to execute the company’s deals distribution strategy.

4:00 pm – 5:30 pm
SuperForum: Performance Media
Pay-per-call or pay-per-click has always been an attractive concept. The data are clear — 65 percent of business owners value telephone calls and 61 percent of consumers are using their smartphones to connect directly to businesses. While the rationale for performance media is clear, its execution has always been challenging. We’ll catch up on the evolution of performance media and explore the most cutting-edge models for measuring calls, clicks and conversions.
Moderators: Matt Booth and Charles Laughlin

Part I: Featured Address: Bill Dinan, President, Telmetrics
Bill Dinan sits at the center of the performance media movement, running one of the leading companies in the call measurement space, with hundreds of thousands of call tracking lines implemented on behalf of the most important players in local commerce. Dinan will dip into Telmetrics’ vast data set to provide an overview of the evolution of performance media and offer some insight on where performance media for SMBs is heading next.

Part II: Lead Generation Models for SMBs
Performance media — paying for calls, clicks and actions rather than space — is a broad and constantly evolving category. Hear about leading-edge business models from innovators in the performance media space.
Scott Greenberg, SVP, Strategic Development, Marchex
Daniel Shaked, CEO, No Problem
Niel Robertson, Founder and CEO, Trada

Part III: Selling Performance Media to SMBs — Promise and Pitfalls
Selling performance media sounds easy. Who wouldn’t want to pay only for demonstrated performance? Yet it’s never that simple. Sales organizations are continuously refining their process to deal with one objection or another. We’ll find out what works from performance media sales professionals.
David Read, Director, Pay for Performance, AT&T Advertising Solutions

5:30 pm – 7:30 pm
Reception With Exhibitors

END OF DAY 1

Day 2: Wednesday, Sept. 21

8:30 – 8:45 am
Game Changers: What We Learned [Day 1]
BIA/Kelsey Senior Analyst Jed Williams will share key insights from Day 1 of DMS ’11.

8:45 am – 9:15 am
Headline Speaker: Joe Walsh, CEO, Yellowbook
Nearly three decades ago, Joe Walsh entered the Yellow Pages business on Long Island as a small independent publisher, focused on taking market share from entrenched incumbents. Today, Yellowbook’s 500,000 small-business customers are purchasing everything from print ads to websites to deals to search marketing from its more than 4,000 sales reps. Yellowbook is now a key player at the heart of the SMB transformation. At DMS ’11, Walsh will detail his company’s cutting-edge solutions.
Moderator: Neal Polachek

9:15 am – 9:30 am
Yellow API: A New ‘Open’ Model for Directory Content
No more walled gardens for Yellow Media of Canada — it’s a win-win for publishers to share business listings in exchange for gaining access to search network advertising. Yellow Pages Group, Canada’s largest directory publisher, has been an innovator in this field. We’ll hear an update from YPG on the API program and explore the promise APIs hold for fostering innovation in the directory and local search space.
Darby Sieben, Director of Business Development, Yellow Pages Group
Moderator: Matt Booth

9:30 am – 10:00 am
Mobile Ad Networks: The Stakes for SMBs
With literally billions of mobile devices in consumers’ hands by 2015, the stakes for SMBs and solutions providers are enormous. Mobile brings new customers in different parts of the purchase funnel. How should SMBs engage? The emergence of local mobile ad networks is a major step in bringing volume and engagement to SMBs. We’ll hear from industry leaders.
Dan Gilmartin, VP of Marketing and Business Development, and GM of Merchant Services, Where
Craig Hagopian, CMO, xAd
Greg Hallinan, CMO, Verve Wireless
William Hsu, Senior VP and Chief Product Officer, AT&T Interactive
Moderator: Mike Boland

10:00 am – 10:30 am
Refreshment Break

10:30 am – 11:00 am
Headline Speaker: Chris Sampson, Head of WW Bing Local Search and Emerging Products, Microsoft Advertising
Microsoft has long been at the forefront of building productivity solutions for SMBs. Local search guru Chris Sampson will share some of what the company has learned about how SMBs make decisions online. Sampson will also share how Microsoft is leveraging partnerships to stay on top of the convergence of digital advertising and technology.
Moderator: Rick Ducey

11:00 am – 11:45 am
SMBs and Self-Serve: Ready for Prime Time?
BIA/Kelsey research says SMBs are ready to self-serve, despite confusion and complexity. What are the latest innovations in self-service models for SMBs? Paul Levine, chief operating officer of the online real estate site Trulia, will offer a first-hand perspective on the evolution of self-service advertising in the SMB space, while Eniro’s Ørjan Hanssen will share the Nordic publisher’s experience with building a self-service online advertising network.
Ørjan Hanssen, Product Manager, Media Products and Service, Eniro
Paul Levine, COO, Trulia
Moderator: Bobbi Loy-Luster

11:45 am – 12:15 pm
SMBs and Deals: The Next Wave
BIA/Kelsey forecasts up to $6 billion in annual deals revenues by 2015. Much of it, by definition, will be coming to SMBs, and sold by Yellow Pages and other SMB media. We’ll take an SMB-centric view of deals opportunities in this session. We’ll review our brand-new deals forecast and industry trends, hear SMBs discuss their deals experience, and pick up tips from top SMB deals experts.
Mark Fratrik, VP, BIA/Kelsey
Peter Krasilovsky, VP and Program Director, BIA/Kelsey

12:15 pm – 1:30 pm
Lunch With Exhibitors

1:30 pm – 2:00 pm
Mobile Tools for SMBs: The Starting Line
With the relentless penetration of smartphones and tablet devices well under way, mobile device use is quickly transforming the role and power of users, advertisers and publishers. But real adoption and execution are a different story. What are the tools being offered to SMBs to establish a mobile presence? What do these products look like and, more important, how are they selling? From self-serve Foursquare “specials” to Yellow Pages-delivered mobile landing pages, what’s working best for SMBs to get up and running?
Krishna Pillai, COO and Founder, Convergent Mobile
Itai Sadan, Cofounder and CEO, Duda Mobile
Annette Tonti, CEO, MoFuse
Moderator: Mike Boland

2:00 pm – 2:20 pm
The BIA/Kelsey Interview: Nir Lempert, CEO, Golden Pages
Golden Pages is the leading directory publisher in Israel, but it would hardly describe itself that way. Under Nir Lempert’s leadership, Golden Pages has transformed itself from a print-centric, horizontally focused traditional media company into a vertically focused digital media player. We’ll ask Lempert to walk us through his company’s transformation.
Moderator: Charles Laughlin

2:20 pm – 3:00 pm
Local Display: Coming to an SMB Near You
Among the fastest-growing categories of online advertising, display advertising has been an effective tool for major brands to engage in targeted advertising. Recent advances in targeting display formats are making display more appealing in the local and SMB space. We’ll talk to those building the platforms and taking the proposition to SMB advertisers for a better understanding of this opportunity.
Tyler Bosmeny, VP, Products, PaperG
Warren Kay, CEO, iPromote
Moderator: Matt Booth

3:00 pm – 3:30 pm
Demos: Local iPad Apps — the Next Phase
Tablet PCs provide an exciting new platform for local sales, search and engagement. Many interesting apps have been introduced to the marketplace. We’ll take a look at some of the most compelling new apps in this demo session.
Fred Dimesa, Head of Business Development, Urbanspoon
Rahul Sonnad, Founder and CEO, Geodelic Systems
Moderator: Mike Boland

3:30 pm – 4:00 pm
Refreshment Break

4:00 pm – 5:30 pm
SuperForum: The Social-Driven SMB
No debate — consumers are deeply engaged in social media. But are Facebook and Twitter great marketing vehicles for SMBs? What are the best ways for SMBs to get engaged with social media? Is there a play for publishers to help SMBs build and maintain a social presence for SMBs? BIA/Kelsey’s Social Local Media advisory service will provide major insights as we drill down into the impact social media is having on SMB advertising.
Moderators: Jed Williams and Bobbi Loy-Luster

Part I: Featured Address: Rita Fabi, Head of Market Solutions, Global Customer Marketing and Communications, Facebook
Facebook remains at the center of any conversation about social media and small business, so it makes sense to ask the 800-pound gorilla for its take on the evolution of social marketing for small-business advertisers.

Part II: Social Marketing Agencies
As businesses grapple with how to use social media to acquire and retain customers, a new field has emerged — the social media agency. Learn how these shops are helping businesses — and increasingly small businesses — make the most of the social opportunity.
David Lifson, CEO, Postling
Mike Nabasny, Director of MidWest Sales, Wildfire

Part III: Social CRM and Reputation Management
Driving and acquiring new customers is great — keeping them is even better. The role of social CRM and reputation management is not trivial — it may be the linchpin. As this area gains attention and traction, it’s critical to know what works, what doesn’t and what is next on the horizon. How lucrative will it be to help businesses understand how their brands are faring in the context of comments, rating and reviews? What is the best business model and why?
Brendan King, CEO, VendAsta
Justin Sanger, Founder and CEO, JoinHere

Part IV: Social Advertising Case Studies
There is no shortage of platitudes about how SMBs are embracing social media. Here, we’ll share real case studies of how small-business advertisers have mastered the art of turning fans and friends into paying customers.
Will Scott, President, Search Influence
Marty Weintraub, CEO, aimClear

5:30 pm – 7:30 pm
Reception With Exhibitors

END OF DAY 2

Day 3: Thursday, Sept. 22

8:30 am – 8:45 am
SMB Perspectives on Local Sales
We’ll hear from the voices that matter — small-business owners — on the quality and effectiveness of their interactions with local media sales reps.
Moderator: Charles Laughlin

8:45 am – 9:00 am
The BIA/Kelsey Interview: Brett Truka, Regional Sales Manager, Groupon
More and more, Groupon is a force in local media sales, with small-business advertisers making group buying an integral element of their marketing efforts. So how do Groupon sales reps go about their daily business? What makes an effective Groupon sales person, and how does that differ from other media sales? We will talk to Regional Sales Manager Brett Truka to give our audience a glimpse into a day in the life of a Groupon rep.
Moderator: Neal Polachek

9:00 am – 9:45 am
It’s All About Content — Isn’t It?
Interactive-enabled SMBs spend more time worrying about content related to their businesses — how and where their listings appear, what others are saying about them, and whether they are doing all they can to be discovered by prospects. We’ll hear from a panel of experts about how this critical area is evolving.
Michael Bauer, CEO, Brilliant Arc
Jon Cohn, Director, Real Time Data Enablement, Acxiom Corp
Gib Olander, VP of Market Development, Localeze
Moderator: Peter Krasilovsky

9:45 am – 10:00 am
The BIA/Kelsey Interview: Tom Higley, CEO, Local Matters
Local Matters is a longstanding player in the business of building local search platforms for publishers. Tom Higley, a longtime technology executive, has recently taken over the company as a major change agent. We’ll get his take on the changing local online media marketplace and how the global companies he works with can capitalize on the opportunities presented by social, mobile and local.
Moderator: Charles Laughlin

10:00 am – 10:30 am
Refreshment Break

10:30 am – 11:00 am
New Models for Customer Acquisition
In an era where the product mix and sales process is ever more complicated, acquiring new customers has never been more critical or challenging for local media companies. This special session will explore the latest thinking on effective models for acquiring new SMB advertisers in a complex and fragmented media environment.
Mike Centorani, VP of Sales Training and Development, MatchCraft
Paul Plant, Founder and Principal, Radicle Consulting
Moderator: Charles Laughlin

11:00 am – 11:45 am
New Models for SMB Customer Retention
Holding on to existing customers is arguably more important than acquiring new ones. Helping SMB advertisers maintain their customers may be key to publishers having more success in retaining their own customers. We’ll hear the freshest thinking on this topic from some leading players in the SMB services space.
Andy Steuer, CEO and Founder, MerchEngines
Perry Evans, Founder and CEO, Closely
Moderator: Matt Booth

11:45 am – 12:00 pm
Game Changers: What We Learned
BIA/Kelsey Senior Analyst Jed Williams will lead a discussion among BIA/Kelsey analysts and a special guest to cap things off with key insights and takeaways from DMS ’11.

END OF CONFERENCE

 

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