7:30
am Registration Opens – Sponsored
by 
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10:30
am - 11:45 am
PreCon: Local Media in Transition
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As in the
marketplace, there is a good deal of confusion regarding
how the ad pie is shifting and where the opportunities
lie. Having tracked local advertising for more than 25
years, BIA/Kelsey is the recognized and trusted authority
in this space. In this special pre-conference session,
Chief Executive Officer Tom Buono and Vice President
Mark Fratrik will leave the rhetoric at the door and
offer an unbiased look at the latest advertising trends
having an impact on the values of local media companies.
They will also take a look at advertising category leaders
for the various media. This is sure to be an extremely
useful session for conference attendees.
Thomas Buono, CEO, BIA/Kelsey
Mark Fratrik, VP, BIA/Kelsey |
11:45
am - 1:00 pm
Client Only Lunch with BIA/Kelsey
Analysts and Guest David Weinberger (Provincetown
Room)
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Special
buffet lunch for clients of BIA/Kelsey’s Continuous
Advisory Services with noted social media author David
Weinberger. Weinberger has tremendous “street cred.” A
quick glance on the Web and you’ll see he’s
earned a “five-star” rating from those who
have seen and heard him speak. Weinberger will be opening
ILM East as the keynote speaker, and we’re lucky
enough to have him for an informal Q&A and discussion
at our client-only lunch. Mix in the opportunity for
dialog with BIA/Kelsey analysts Mike Boland, Matt Booth,
Rick Ducey, Mark Fratrik, Peter Krasilovsky, Charles
Laughlin, Steve Marshall and Jed Williams, and it makes
for a must-attend session. |
11:45
am - 1:00 pm Nibble & Nosh With Our Sponsors – Hosted
by
Exhibit Hall (Grand Ballroom: Salon F).
Open to all
attendees.
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CONFERENCE
BEGINS
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1:15
pm - 2:00 pm
BIA/Kelsey: The Rundown on the Local
Online and Mobile Economy
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The
BIA/Kelsey research team and lead analysts will provide
insight into our local forecasts and analysis for what
to expect in 2011 and beyond.
Special Welcome to ILM East Attendees: Chris Mayer, Publisher, The
Boston Globe, and President, New England Media Group |
2:00
pm - 2:45 pm
Opening Keynote: David
Weinberger, Author and Senior Researcher, Berkman Center for
Internet & Society, Harvard University
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The “new
marketplaces” goes beyond transactions and focuses
as much about conversations, engagement and customer
acquisition. Among the first to recognize this was David
Weinberger, author of several ground-breaking books,
including, “The Cluetrain Manifesto” and “Everything
Is Miscellaneous.” Weinberger will share his special
insight into the local marketplace and new trends for
mobile and local.
Moderator: Peter Krasilovsky |
2:45
pm - 3:15 pm Refreshment Break
 |
3:15
pm - 3:45 pm
Keynote Address: Evan
Cohen, GM, Foursquare
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 Foursquare
was first to market with the “check-in,” which
has become currency in the exploding LBS sector. But
it’s not resting on that early mover advantage — the
check-in is only the beginning. How is Foursquare evolving
beyond twenty-something urban foodies competing for badges
and mayorships? And how does that translate into local
commerce? We’ll hear from General Manager Evan
Cohen, who leads the company’s strategic and operational
efforts.
Moderator: Michael Boland
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3:45
pm - 4:15 pm
The Money: A Venture
Capital View of “Local”
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Who
gets the money? What segments are hot? What are the risks?
In this session, BIA/Kelsey’s Matt Booth sits down
with former Ticketmaster Chief Executive Officer Sean
Moriarty, who will discuss trends from his current perspective
as entrepreneur in residence at Mayfield Fund.
Sean Moriarty,
Entrepreneur in Residence, Mayfield Fund
Moderator: Matt
Booth |
4:15
pm - 4:40 pm
Cutting Edge Research:
The Move to Verticals
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How
fast are things moving from horizontal media to vertical
media? What are some of the top patterns? Is it time
to zero in on verticals specifically? And if so, which
ones? These questions and more will be considered in
this insightful research session from AT&T’s
Chuck Lee.
Charles Lee, Executive Director, Internet
Solutions, AT&T Ad Solutions
Moderator: Charles Laughlin |
4:40
pm - 5:00 pm
Integrating
Verticals to the Local Portal
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The
state-of-the-art local portal typically comprises relationships
with many vertical and service partners. What are best
practices for partnerships? How should they develop a
relationship? AT&T Interactive’s Maria Kermath
minds the shop for YP.com, and will candidly discuss
the issues for this critical topic.
Maria Kermath, Director,
Business Development, AT&T Interactive
Moderator:
Charles Laughlin |
5:00
pm – 5:30 pm
The BIA/Kelsey
SMB Panel: SMBs Discuss How They See Local Advertising Opportunities
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SMBs
speak! We get away from all the hype and focus on what
real, progressive SMBs really want to do with online
and mobile marketing (and how they’ve been doing).
The SMB panel is always a highlight at BIA/Kelsey conferences.
Special thanks to AT&T for assistance in bringing
in Boston-area SMBs.
Carl Izzi, Patriot Lawn and Pest Management
Ed Kelly, Hoffman & Kelley
Jeff Mason, R.C. Mason Movers
Bill Plante, Pentucket Medical Associates
Moderators: Charles Laughlin and
Neal Polachek |
5:30
pm - 7:30 pm Networking Reception in the Exhibit Hall
The best in New England networking (and eating and
drinking). Open to all attendees.
|
Visit the Virtual Conference Website for speaker presentations,
mobile app info, blog coverage, and much more: www.biakelsey.com/ILMEast2011VC
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