Agenda of Day 2


Day 1 | Day 2 | Day 3

Thursday, Dec. 10, 2009

7:30 am – 8:30 am
Networking Continental Breakfast 
(Sponsored by Acxiom)

8:30 am – 8:45 am
Game Changers: What We’ve Learned

During our fast-paced snapshot of ILM:09 Day 1, we’ll review the changes in the industry map, based on our presenters’ insights.

8:45 am – 9:30 am
Localizing the Big Sites
Local features are more easily integrated into larger sites than ever before. And that has made these sites more relevant for users and advertisers alike. Learn about the latest trends in adding local news, social media and other applications.
Cory Bergman
, Director of New Product Development,
Jim Pastor
, Senior VP, ESPN Local
Kinsey Wilson
, Senior VP and General Manager, NPR Digital Media

9:30 am – 10:15 am
Reputation — The New Driver for SMB Engagement

Small businesses have really discovered the Internet. They’re spending more and pushing much of their marketing online. But they’re also looking at the Internet for reputation management. It’s the big trend for 2009. Marchex and SMBLive have two of the most progressive solutions.
Matthew Berk
, Executive VP of Product Engineering, Marchex
Alex Hawkinson, Founder and Chairman, SMBLive
Ben T. Smith IV
, Chairman and Cofounder, MerchantCircle

10:15 am – 10:45 am
Refreshment Break 
(Sponsored by Localeze)

10:45 am – 11:30 am
Google Local ’09
Google may be the “elephant” in the room, but it is also the engine driving much of local’s development and revenues. Learn about Google’s approaches to features, services and sales in this exclusive, important session.  
Chris LaSala, Director, SMB Reseller Partnerships, Google

11:30 am – 12:15 pm
The Local/Lifestyle Nets

One of the most significant breakouts in 2009 has been the development of local/lifestyle networks that combine local audiences across the spectrum. In this high-level panel, industry leaders will tell us how they’ve developed their networks, and provide perspective on their game-changing qualities.
Mark Josephson, CEO, 
Lem Lloyd, VP of U.S. Partnerships, Yahoo
Scott Tobias
, President and COO, Village Voice Media    

12:15 pm – 1:30 pm
Networking Luncheon

1:30 pm – 2:15 pm
Making Money With/For SMBs  
Huge bets have been made on new sales forces for reaching local businesses. One company alone, ReachLocal, is already generating almost $150 million per year from search and display sales. We’ll do a deep dive with leaders in the space into where the SMB money is, and how to keep it flowing.
Court Cunningham, CEO, Yodle
Kirsten Mangers
, Founder and CEO, WebVisible
Andy Vogel
, Senior Director of Sales, Los Angeles Times Media Group

2:15 pm – 3:00 pm
A Special Conversation With Yelp  
Yelp has quietly become one of the giants of local, embracing user-generated review of local businesses and syndicating widely across the Web. It has 11 million unique visitors per month worldwide, nearly doubling its audience in the past year. COO Geoff Donaker will explain the Yelp phenomenon and discuss its evolution on the Internet and mobile, its effective reach with all kinds of advertisers, and how it is monetizing.
Geoff Donaker, COO, Yelp 

3:00 pm – 3:30 pm
Refreshment Break (Sponsored by MaxiPage)

3:30 pm – 3:45 pm
Skype’s Local Revolution: The European Directories Partnership
Skype has been a revolutionary force in communications and Internet media, with 480 million worldwide users of its inexpensive, Internet-based calling. Now the local strategy takes hold. Working with Yellow Pages companies, Skype plans to monetize its user base by selling leads to SMB advertisers. We’ll hear about early results, and where these efforts are headed.  
Andy Sims, Director of Advertising Programs, Skype

3:45 pm – 5:30 pm 
SuperForum I: Mobile Local Media 
Mobile Local Media is BIA/Kelsey’s fastest growing advisory services program, and for good reason. Mobile platforms are changing the way local consumers interact with one another and find and choose businesses. This SuperForum, moderated by BIA/Kelsey’s lead mobile analyst, Michael Boland, will present a keynote and many of the top companies in the space in record time.

Introduction and BIA/Kelsey Data
Michael Boland
, Senior Analyst and Program Director, Mobile Local Media, BIA/Kelsey

SuperForum Keynote
3:55 pm – 4:15 pm
We will kick off the Mobile SuperForum with a presentation from Google Product Manager Surojit Chatterjee. As an instrumental part of Google’s mobile product development and direction, Chatterjee will outline the search giant’s mobile ambitions, current projects and overall philosophies. How will Google’s influence over online media marketplaces affect the mobile environment?
Surojit Chatterjee
, Product Manager, Google

Segment I. Mobile Local 2.0 Demos: Beyond ‘What?’ and ‘Where?’
4:15 pm – 4:40 pm
Mobile local is evolving into its own medium. Moving beyond the “what” and “where” search boxes that characterized desktop local search, a new batch of products are showing the way for more intuitive product design. These feature local discovery tools that tap into the mobile device’s portability and location awareness. They also utilize the social media features that are becoming an expectation among growing ranks of mobile mavens. We’ll get an interactive look at product demos.
Sanjeev Agrawal, CEO, Aloqa
Claudia Poepperl
, Founder and CEO, adaffix
Rahul Sonnad
, Founder and CEO, Geodelic Systems

Segment II. Location and Monetization: Ad Targeting in a Mobile World:  
4:40 pm – 5:05
Smartphones are getting smarter and data plans are getting cheaper. As more users carry mobile computers, what are the implications for local search and discovery, given portability and location awareness? As users flock toward the mobile Web and advertisers follow, what strategies, opportunities and pitfalls await location based ad targeting?
Alistair Goodman, CEO, 1020 Placecast
Andrew Osis, CEO, Multiplied Media
Meredith Papp
, Head of Product Marketing, Google Mobile Ads
Jeff Porter, VP General Management, Americas, mobilePeople

Segment III. Apps, Web and SMS: What’s the Right Mobile Strategy?
5:05 pm – 5:30 pm
Over the past 18 months, we’ve seen an explosion of mobile apps, including 100,000 in Apple’s App Store alone. But for the same reason, it’s becoming more and more difficult to build and market apps that rise above the noise. Similarly, sub-20 percent smartphone penetration and many platforms further segment addressable audiences for apps. The mobile Web, though not as robust, can be a cheaper development platform with greater reach. SMS, meanwhile holds the greatest reach with access to virtually all 270 million mobile subscribers in the U.S. Where in this continuum is the right place for your mobile product strategy?
Steve Espinosa
, Cofounder, Appetizr
Greg Hallinan, CMO, Verve Wireless
Gleb Shaviner, Director of Business Development, Advertising, Media and Entertainment Division, Amdocs
Krishna Vedati
, Senior VP, GM-Mobile, AT&T Interactive

5:30 pm – 7:30 pm
Networking Reception in the Exhibit Hall

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