Agenda

Day 1 | Day 2 | Day 3

	9:00 am – 11:45 am PreCon: Field Visit to The Boston Globe’s Media Lab
	The Boston Globe has been a trendsetter in local media, and continues to be an industry leader in the development of marketplaces, mobile services, paid services and hyperlocal. The Globe’s Media Lab is the source of its constant innovation. ILM East attendees are invited to hear a special presentation at the Globe’s Media Lab, presented by top Boston Globe executives. Start and end time includes travel to/from the location, which is roughly 20 minutes from the ILM East venue. Transportation will be provided. Seating for this event is now full. If you wish to be placed on our waiting list, please email Sheila Steinmuller at ssteinmuller@biakelsey.com. We will notify you if a seat opens up.
	10:00 am – 11:30 am PreCon: SEO for CEOs (and Everyone Else)
	A key to local success is getting SEO right. Enterprises need to avoid SEO mistakes and think both tactically and strategically. This important pre-conference session, conducted by search expert Andrew Shotland with special guests, will deliver the goods in three parts: Overview of current SEO landscape and how companies in the local space need to adapt their marketing strategies to achieve maximum qualified traffic from Google and Bing. The In-House SEO View. We'll bring on John Denny of Advance Digital to discuss how his company approaches in-house SEO, why local marketing for SMBs is moving to SEO and “services”; the rapid growth of local businesses focusing on their websites and SEO; and the implications for companies hoping to succeed in this space. SEO as a business model. A discussion with Will Scott of Search Influence about how to sell SEO services to SMBs. We’ll also discuss the ins and outs of the business model including budgets, staffing, how to work with an outsourcer and profitability.
	Andrew Shotland, Proprietor, Local SEO Guide (Moderator) Twitter: @localseoguide	John Denny, Vice President, Marketing, Advance Digital Twitter: @johnhdenny
	Will Scott, CEO, Search Influence Twitter: @SearchInfluence
	11:45 am - 12:45 pm Client Luncheon (open to clients of BIA/Kelsey’s advisory services) Nibble & Nosh With Our Sponsors – Exhibit Hall (Grand Ballroom: Salon F)

	Day 1: Monday, March 26, 2012
	1:00 pm – 1:45 pm Conference Welcome: The Case for Local Online Advertising (and Commerce)
	The fast-changing local economy is transitioning from being entirely based on ad dollars to a mix of ads, commerce, transactions and business services. BIA/Kelsey’s industry-leading forecasts and long-running Local Commerce Monitor survey reveal surprises and strategic takeaways that will help you transform your business.
	Tom Buono, CEO, BIA/Kelsey	Matt Booth, Chief Strategy Officer and Program Director, Interactive Local Media, BIA/Kelsey
	Steve Marshall, Director of Research and Consulting, BIA/Kelsey
	1:45 pm - 2:15 pm Opening Keynote: Leslie Berland, SVP, Digital Partnerships & Development, American Express
	American Express, and its millions of worldwide local relationships, has been at the forefront of digital and social media marketing. Amex has also worked closely with SMBs in their Small Business Saturday holiday shopping initiative. AmEx’s social strategy has been developed by industry vet Leslie Berland, who now sits in the center of all local commerce. Leslie Berland, SVP, Digital Partnerships & Development, American Express Twitter: @leslieberland
	2:15 pm – 2:30 pm VCs: Follow the Local Money No. 1
	Hundreds of millions of dollars have now been invested in interactive local media services. Venture capitalists are hot on the trail of new opportunities. At ILM East, top VCs will discuss the key opportunities and trends they see not only in interactive local media, but in interactive local commerce and mobile services as well.
	Scott Maxwell,Founder and Senior Managing Director, OpenView Venture Partners Twitter: @scottnews
	2:30 pm – 2:45 pm AOL’s Big Bet on Local: A Discussion
	AOL has pushed the envelope in local (and hyperlocal) with a major investment in its Patch network of 850-plus hyperlocal sites, its integration of local into Huffington Post, its Local Voices network of 8,000 bloggers and other targeted local opportunities. Mark Josephson has been leading many of the local initiatives and will provide insights into areas where AOL has seen progress.
	Mark Josephson, Senior VP of Revenue, AOL Local Twitter: @markjosephson
	2:45 pm – 3:15 pm Refreshment Break
	3:15 pm – 4:00 pm The Fast-Changing Deals Revolution
	Ads, coupons, search, leads and the rest of the promotional ecosystem have been shoved aside (a little) by the success of deals and social media. What are the lasting lessons of the new deals revolution, and how can local media and commerce players engage in the most effective way? Top industry players will show off trendsetting solutions and discuss all the transforming developments.
	Seth Gardenswartz, VP, Sales & Marketing, BoomTime	Jere Doyle, Founder, President and CEO, Prospectiv and Eversave.com Twitter: @JereDoyle
	Perry Evans, Founder and CEO, Closely	Christopher Tippie, Acting CEO, Find n Save
	4:00 pm – 4:45 pm The Shift to Interactive Local Commerce
	The industry has seen a partial shift from “interactive local media” to “interactive local commerce.” Several companies point the way. Next Jump has emerged as both a promotions leader for 30,000 merchant partners and as a rewards and personalization facilitator for 90,000 enterprise databases. Cartera Commerce powers the industry’s largest card-linked advertising and offers network, matching in-store and online sales with offers for 150 million loyal consumers. Bundle is analyzing Citibank’s credit card data to discern user preferences as an alternative to ratings and reviews.
	Charlie Kim, CEO, Next Jump Twitter: @charlieykim	Jim Douglass, Executive VP, Retail Advertising and Partnerships, Cartera Commerce Twitter: @CarteraCommerce
	Jaidev Shergill, CEO, Bundle Twitter: @jshergill
	4:45 pm – 5:15 pm The Boston Globe: Social Innovation in Local Media
	The Boston Globe has been an innovator in applying social media to recruitment, autos, events, entertainment and marketplaces. The Globe’s Lisa DeSisto and Jeff Moriarty have been at the helm of the innovation and will discuss the company’s approaches.
	Lisa DeSisto, Chief Advertising Officer and General Manager/Boston.com, Boston Globe Media	Jeff Moriarty, VP, Digital Products, The Boston Globe
	5:15 pm – 7:00 pm Networking Reception in the Exhibit Hall
	END OF DAY 1

Day 2: Tuesday, March 27

7:30 am – 8:30 am
BREAKFAST BEFORE THE BELL
Sales Conversations that Matter
Hosted by Bob Sanders, President and COO, Axiom Sales Force Development

BIA/Kelsey research indicates only 3 percent of SMBs view sales people as their primary influencer when making media mix decisions. Axiom’s Bob Sanders will discuss tactics and share tools to make each sales conversation more influential and meaningful for the customer, thereby increasing sales and margins. Reserve your seat by calling (609) 512-1021 or emailing Sheila Steinmuller at ssteinmuller@biakelsey.com.

7:30 am – 8:30 am
Continental Breakfast in the Exhibit Hall

8:30 am – 8:45 am
Recap: The ILM Insights and Pocket Discussion: Local Political Advertising 2012

In 2012, all 435 U.S. House seats, 33 U.S. Senate spots and 11 gubernatorial positions are up for grabs, along with the presidency. The shift to online and mobile for political advertising will be palpable as candidates seek to reach targeted audiences.

Andy Slater, VP of Digital Agency Sales, Katz 360
Twitter: @RealACSlater

8:45 am – 9:15 am
Keynote Address: Michael Zimbalist, VP, Research and Development Operations, The New York Times Co.

Michael Zimbalist - The New Tork TImes Co. The rise of social networks has shifted the paradigm of publishing to the paradigm of communicating, with the consumer squarely at the center. Publishers and others must now plan for multipurpose devices and services and incredibly rapid innovation. Michael Zimbalist runs the research and development group for The New York Times Co. He’ll share the state of the art of where things are going and new opportunities that lie ahead for content creators.
Michael Zimbalist, VP, Research and Development Operations, The New York Times Co.
Twitter: @zimbalist

9:15 am – 9:45 am
Keynote Address: Jay Herratti, CEO, CityGrid Media

Jay Herratti - CityGrid Media IAC’s CityGrid Media has evolved from a focus on dedicated city guides (Citysearch) and directories (Insider Pages) to a huge network that brings scale to local by providing millions of reviews, listings and other features via open APIs. CityGrid’s evolution continues with the latest trends in local. CEO Jay Herratti shares his unique perspective and some important announcements during this keynote.
Jay Herratti, CEO, CityGrid Media
Twitter: @JayHerratti

9:45 am – 10:15 am
Refreshment Break

10:15 am – 11:15 am
Social SuperForum: The Boom in Social Local Media

With Facebook’s looming IPO expected to come in at more than $100 billion, the big bets are on social. But it goes beyond Facebook (and Twitter and LinkedIn). The direct connection to customer engagement and ultimately sales also involves check-in services, ratings companies and a range of integrated marketing services provided by agencies and others. All the opportunities will be showcased during this important SuperForum. BIA/Kelsey Social Local Media Program Director Jed Williams will kick off this session with a discussion of BIA/Kelsey’s latest social forecast data and an overview of the drivers and trends that are shaping the social business ecosystem.

1.	Social Content Solutions for SMBs Local businesses are energized about social media to extend their brands and strengthen customer relationships. But BIA/Kelsey data shows that the engagement required to achieve these goals is lacking. Digital platforms now generate content across blogs, social networks, email and more, with the goal of solving "the last mile problem" for SMBs. In this session, three leaders in social content discuss the opportunities and challenges in building a scalable answer for local merchants.
	Geoff Cramer, CEO, SocialMadeSimple	Adam Japko, President, Digital Sherpa Twitter: @adamjapko
	Mark Schmulen, GM of Social Media, Constant Contact Twitter: @mschmulen

	2.	Social’s ‘Big Data’ Movement — From Impressions to Insights Social analytics have primarily been about “likes,” “follows” and star ratings. But the paradigm is shifting. Businesses demand actionable insights that can improve not only their marketing, but also their actual operations. An industry innovator discusses how "social business intelligence" empowers brands to operate more effectively at store level by better understanding individual customers.
		Neil Kataria, Cofounder, President and Chairman, newBrandAnalytics

	3.	Socially Enabled Advertising - The New Standard? To date, social advertising has underperformed expectations, and the market. Now, with the pressure on to demonstrate ROI, networks such as Facebook and LinkedIn are building "socially enabled" ad products that directly leverage their deep user graphs. But are they working? An international authority on data-driven marketing shares her latest research on the impact of social endorsements on ad performance and the relevance for local marketers.
		Dr. Catherine Tucker, Associate Professor of Marketing, MIT Sloan School of Management Twitter: @ce_tucker

11:15 am – 12:15 pm
Mobile and Local: Closing the Loop on Content, Ads and Conversions

BIA/Kelsey forecasts U.S. mobile local advertising will grow to $3.4 billion by 2015. Now, with U.S. smartphone penetration approaching 50 percent, opportunities abound for not only ad targeting, but also mobile shopping, payments and conversion tracking. BIA/Kelsey Mobile Local Media Program Director Mike Boland will kick off this session with key BIA/Kelsey data, findings and market analysis. Then we’ll examine opportunities throughout the mobile local “funnel” with key industry leaders.

	1.	Mobile Ad Targeting: What’s Working With the rise of sm artphones, mobile impressions and searches are skyrocketing. This has led to a land grab for mobile advertising, whose targeting and metrics continue to evolve along with the mobile device and use case. Location is of course one of the top forms of mobile ad targeting, and continues to grow. How are mobile local ads performing and what are the best practices for targeting, measuring and iterating on successful mobile ad campaigns?
		Walt Doyle, CEO, Where Twitter: @Waltdoyle

	2.	Mobile Deals, Payments and Loyalty “Closing the local loop” is one of the promises of mobile, and we’re already starting to see this develop in products that lead and track buyers from ads to conversions. Building off the previous discussion, we’ll go further down the funnel to see what comes next in engaging users in store through deals, payments and loyalty programs.
		John Valentine, VP, East Coast, Scvngr/LevelUp Twitter: @Johnnystartup

	3.	Mobile Product Development: ‘Where do I Begin?’ Stepping back from all the benefits of mobile marketing, ad targeting and conversion tracking, step 1 is to develop a mobile product strategy. What are the best practices in getting a mobile product off the ground? Are apps or mobile Web a more prudent choice? Which app platforms are the best performers? One size does not fit all, but we’ll dive into some of the key questions on the “checklist” to make the best call for your product.
		Doug McDonald, Director, Business Development, dotMobi Twitter: @dmcdonald

	4.	The Strategic Shift to Mobile The Reply! marketplace delivers consumer prospects on demand to local businesses. Integrated into the MerchantCircle mobile app, the marketplace can now deliver "prospects on demand" to on-the-go merchants. EVP Darren Waddell introduces the app, and shares merchant data behind Reply!’s decision to invest in the marketplace and mobile.
		Darren Waddell, Executive VP, Product and Corporate Marketing, Reply Twitter: @MerchantCircle

12:15 pm – 1:45 pm
Networking Lunch

1:45 pm – 2:15 pm
The BIA/Kelsey Interview: Michael Silberman, GM, Digital Media, New York Media

Michael Zimbalist - The New Tork TImes Co. A case study for all local media properties, New York Magazine has successfully and profitably remade itself online as a super set of verticals catering to the “New York state of mind,” including restaurants, entertainment, fashion and shopping. The revenue models range from display to search to deals, working with everyone from Foursquare to Gilt City. Longtime Web visionary Michael Silberman has masterminded NYMag.com’s development and is ready to talk shop.
Michael Silberman, GM, Digital Media, New York Media
Twitter: @msilberman

2:15 pm – 3:00 pm
National Advertisers, Targeting Locally

The biggest boom in local is actually national. With geotargeting options, better metrics and better creative national brands and agencies are increasingly going the local route. Group M research shows that 83 percent of brand advertisers expect their local online spending to be more than their overall projected online growth (25 percent) over the next three years. We’ll explore the ins and outs of working national angles and local targeting with top industry practitioners.

Adam Epstein, President and COO, AdMarketplace
Twitter: @admarketplace

Pete Gombert, Founder and CEO, Balihoo

Steve Sherfy, Local and Mobile Search Manager, GroupM Search

Karl Siebrecht, President and CEO, AdReady

3:00 pm – 3:30 pm
Refreshment Break

3:30 pm – 4:00 pm
Keynote Address: Nitin Mangtani, Group Project Manager, Google Offers

Nitin Mangtani Google Offers is playing a major role in Google’s vital local strategy, along with Google Places, Google Maps and Zagat ratings and reviews. Group Project Head Nitin Mangtani is running the initiative, and in a public debut at ILM East, is set to discuss what Google is up to.
Nitin Mangtani, Group Project Manager, Google Offers

4:00 pm – 4:30 pm
Google Speaks: Maximizing the Google Relationship

Google clearly sits at the crossroads of local, driving more traffic, sales and revenue for partners than anyone else. It is also developing a host of its own innovative products. What is Google’s perspective on its emergence in the local ecosystem, and the most effective way to work with partners? Christine Merritt from Google’s Channel Sales team will present and take questions.

Christine Merritt, Head of Business Development, Channel Sales North America, Google

4:30 pm – 5:15 pm
VidLoMo: Integrating Video Into Local Marketing

Video remains the under-leveraged element in the local digital equation. Liberated from the TV set, video is now omnipresent on PC screens, smartphone screens, gym screens, airport screens and even gas station screens. But it’s about more than eyeballs. New marketing solutions enable video to better target consumers and provide actionable information. All the opportunities for transforming YouTube and the rest of video culture will be presented during this special ILM East panel.

Juan Delgado, Managing Director, Americas, Perform

John McIntyre, CEO, Backyard

Randa Minkarah, Senior VP of Revenue and Business Development, Fisher Communications
Twitter: @randam2

David Simon, VP, Ad Solutions, Local Corporation

5:15 pm – 7:00 pm
Networking Reception in the Exhibit Hall

END OF DAY 2

Day 3: Wednesday, March 28

	7:30 am – 8:30 am Continental Breakfast
	8:30 am – 8:45 am Recap: The ILM Insights
	BIA/Kelsey analysts will spotlight top learnings from ILM East, and put their own spin on all the news and insights.
	8:45 am – 9:30 am The Revenue Opportunities in Hypervertical/Hyperlocal
	Hyperlocal has moved from being a freedom chant for frustrated journalists to representing true targeting of engaged, local and vertical consumers, with high conversions to match. In this session, hyperlocal, hypervertical and Internet pioneer Merrill Brown (founder of Court TV and MSNBC and Carnegie fellow) co-moderates a session with top hyperlocal leaders.
	Merrill Brown, Founder and Principal, MMB Media Twitter: @merrillbro	Josh Fenton, Cofounder and CEO, GoLocal24
	Zohar Yardeni, CEO, Main Street Connect
	9:30 am – 9:45 am VCs: Follow the Local Money No. 2
	Hundreds of millions of dollars have now been invested in interactive local media services. Venture capitalists are hot on the trail of new opportunities. At ILM East, Top VCs will discuss the key opportunities and trends they see, not only in interactive local media, but in interactive local commerce and mobile services as well.
	David Hornik, Principal, August Capital
	9:45 am – 10:30 am The ILM East Keynote: Ted Leonsis, Groupon Vice Chair; American Express Board Member; Owner, Monumental Sports and Entertainment
	Internet pioneer and visionary Ted Leonsis connects the dots between the biggest trends in the transition to digital media. His own career tells the story of local’s development best, going from his launch of one of the first major digital agencies (Redgate) to vice chair of AOL (MapQuest, AOL Digital City, MovieFone). His digital prowess continues unabated as a board member of American Express and Groupon, and as the owner of Monumental Sports and Entertainment (Verizon Center, Washington Capitals and Washington Wizards). Now, he’s a partner in a $450 million development fund for Washington, D.C., tech start-ups. Leonsis will engage in a wide-ranging discussion with BIA/Kelsey analysts. Ted Leonsis, Groupon Vice Chair; American Express Board Member; Owner, Monumental Sports and Entertainment Twitter: @TedLeonsis
	10:30 am – 11:00 am Refreshment Break
	11:00 am – 12:00 pm SMB SuperForum: Focusing on Local Business Success
	The plethora of local business solutions is truly amazing. But what solutions will really stand out and make a difference in 2012? To wrap up ILM East, BIA/Kelsey’s Charles Laughlin and Matt Booth will join a group of leading (and fun) experts who will demo some of their “top” sites, and tell us what they think is really happening — perhaps with new opinions formed by the programming at ILM East.
	Tom Bates, Founder, Kudzu	WIley Cerilli, Founder and CEO, SinglePlatform
	Dave Galvan, President, Schedulicity	Randy Parker, President, SMBApps
	John Vitti, Cofounder and CMO, Mobile Spinach	Trina Ward, Principal, Trina Ward Consulting
	12:00 pm – 12:15 pm BIA/Kelsey Analyst Wrap-Up
	BIA/Kelsey analysts and special guests will wrap up ILM East with a presentation on key take-aways from ILM East, and lessons learned.
	END OF CONFERENCE

Top Reasons Attendees Come Back Year After Year

As our clients will attest, BIA/Kelsey knows local. Our six research programs cover local search, mobile, deals, social, video, verticals, and directories. Our events are curated by a respected and forward thinking analyst team who bring together the industry’s biggest names with the best ideas to help you make money in the local space. Help yourself and your business by joining us in Boston for this spring’s must-attend show.