Digital Directories: Interactive Local Media

Agenda

Day 1 | Day 2

Tuesday, March 30

10:00 am – 10:15 am
Conference Overview: John Kelsey, President & CEO, The Kelsey Group

10:15 am – 11:00 am
Drilling Down on the Data
Though still in its infancy, local search has come quite a distance in less than a year. Greg Sterling will present the most recent Kelsey Group data and viewpoint regarding the next phase, as local paid search tries to enter the local small-business market. This session will help frame the issues to be addressed throughout the event.
Greg Sterling, Program Director, Digital Directories: Interactive Local Media, The Kelsey Group

11:00 am – 12:00 pm
Keynote Address: Briggs Ferguson, CEO, Citysearch
Briggs Ferguson is responsible for all aspects of the Citysearch business, including the overall management and strategic direction of Ticketmaster's national and international city guide business. Previously, he served as the executive vice president, marketing and product strategy, for Launch, the music division of Yahoo! Before that, Briggs spent nine years with EMI Music, most recently as senior vice president of marketing and product strategy, where he oversaw marketing efforts for EMI's U.S. music labels.

12:00 pm – 2:00 pm
Lunch

2:00 pm – 3:00 pm
The Local Opportunity: Segmenting the SME Market
There are 10 million small and medium-sized enterprises (SMEs) in the U.S. market alone, and millions more in developed countries around the globe, but what is realistic in terms of penetrating this market? How deeply into this very fragmented and diverse marketplace will paid search be able to go? The panelists will discuss their research findings and segmentation models to provide an overview of their short- and longer-term expectations.
Mark Canon, VP, Business Development, Switchboard Inc.
Geoff Stevens, GM, Local, Overture Services
Rick Szatkowski, SVP/General Manager, FindWhat.com Network/Private Label

3:00 pm – 4:00 pm
Search, Sites and SMEs: A Direct Sales Perspective
No one is closer to "reality" than the sales force. Telephone and outside sales reps/managers will candidly discuss their challenges and talk about the degree of understanding and acceptance they're finding among SMEs they're selling online products and performance-based advertising to.
Warren Kay, Director of Sales, Local Search, Overture Services
Tom Paraboschi, Account Executive, FindWhat.com
Mark Salcido, VP, Sales, Citysearch

4:00 pm – 4:30 pm
Refreshment Break

4:30 pm – 5:45 pm
Sounding Off on Search: Local Advertiser Panel
This session will show a video presentation of a focus group featuring SMEs currently aware of and/or using paid search. There will also be a live panel of a number of those same advertisers to expand upon their comments and take questions from the audience about their experiences with and concerns about paid search advertising.
Local advertisers will be speaking

5:45 pm – 7:30 pm
Reception

Day 1 | Day 2