Agenda
Wednesday,
Sept. 11
7:45 am - 9:30 am
Austin Startup Community Tour at Capital Factory
An Authentic Texas Breakfast, Tours, & Demos from Austin's Top "Local" Focused
Startups
Austin’s tech community is thriving and we’re going to the heart of its innovation
at Capital Factory, home to 100 Austin startups. We’ll hear from leading local-oriented
companies and enjoy breakfast hosted by Austin’s OwnLocal & Capital Factory.
(Capital Factory is 4 blocks from the conference hotel with a majestic 16th-floor
view. RSVP required. Email ssteinmuller@biakelsey.com to reserve your seat.).
Sponsored by OwnLocal & Capital Factory
10:00
am – 10:15 am
Hello, SMB Digital Marketing!
Conference Kickoff & Presentation of BIA/Kelsey’s Latest SMB
Research Findings
BIA/Kelsey’s executive team will provide a unique, valuable review
of the key trends and data insights having an impact on SMB digital marketing,
including our latest forecasts, survey data and M&A data.
Tom Buono, CEO,
BIA/Kelsey
Rick Ducey, Managing Director, BIA/Kelsey
10:15 am – 11:00
am
Focus on Profits: Winning Strategies for SMB Marketing
How do SMB companies balance growth and profits? They are not mutually
exclusive. But most companies have to address investing for growth versus
preserving capital and/ or achieving margin goals. The Local / SMB space
creates additional challenges to these decisions as the landscape continues
to evolve and rely on monthly recurring revenue (MRR) acquisition efforts.
We have brought together a diverse group of industry leaders, who will
provide in-depth insights into the segment’s different demands and expectations
Matt Booth, CEO, YellowBot
Mike Dodd, Partner, Austin Ventures
Gordon Henry, VP / GM Small Business Services, Deluxe Corp.
Moderator
Warren Kay, Executive in Residence, BIA/Kelsey
11:00
am – 11:45 am
Advertising + Commerce = Where SMB Marketing is Going
OPENING KEYNOTE: Nathan Hanks, President, ReachLocal
As the first independent
sales organization to go public, ReachLocal has been at the forefront
of the new generation of SMB digital marketing. It has continued to
evolve to meet the needs of SMBs and consumers, and has now gone beyond
advertising by introducedg SMB services for “booking and buying.” Ten
years from now, ReachLocal expects commerce to be more important for
SMBs than advertising. ReachLocal Co-founder and President Nathan Hanks
will share his insights into SMB marketing trends and where the industry
is going.
11:45 am - 1:15 pm
Networking Lunch - Open to all registered conference attendees
Enjoy a light lunch networking with your industry
peers.
Client Lunch
Invitation-only research session for BIA/Kelsey
clients
1:15 pm - 1:45 pm
The Holy Grail: SMB Customer Loyalty
KEYNOTE: Seth Priebatsch, CEO, LevelUp
You want vision? LevelUp CEO (and SXSW keynoter) Seth Priebatsch says
SMBs can use transaction marketing to win more customers and get more
revenue out of each one. In the same way that Facebook Connect provides
a powerful platform and authentication framework for social data, LevelUp
– with over 1M users and 5,000 merchant locations – aims to be that
platform for transactional data. Priebatsch will fill us in.
1:45 pm - 2:05 pm
Twitter’s Approach to SMB Partnerships
KEYNOTE: Russ Laraway, Senior Director, SMB, Twitter
Twitter is pursuing
a powerful opportunity in SMB marketing that could prove transformative
for the industry. Already used by millions of SMBs to connect with
and engage customers, it is now focused on providing highly focused
SMB marketing solutions. Running it all is Russ Larraway, who will
provide insights into Twitter’s SMB program for the SMB Digital Marketing
audience.
2:05 pm - 3:00 pm
BIA/Kelsey SuperForum: Transforming the SMB Sales Force
Making money with a local media sales force is an increasingly difficult
challenge, as the market fragments and the cost of customer acquisition becomes
the most critical performance indicator. How can existing sales channels adapt?
We’ll ask a diverse set of local sales executives to reveal the keys to building
a sustainable local sales model.
Jeannie Parent, SVP, Sales, Digital First
Mark Roberge, VP, HubSpot
Neil Salvage, GM, LendingTree Home Network
3:00 pm - 3:30 pm
Networking Break
3:30 pm - 4:30 pm
SMBs Live: Insights From a Ben & Jerry’s Franchisee
and Local Yelp Customers
SMB franchise leaders are pitched on digital marketing solutions 10
times a month. What really works best for their marketing efforts? We’ll
talk to SMB leaders who really know, including former Gartner analyst
Hunter Rose, who owns three Ben & Jerry’s ice cream shops in the
Dallas area and heads up Ben & Jerry’s Franchise Board of Directors;
SMB expert and consultant Robyn Rose, a well-known former SuperMedia
executive; and Yelp Head of Business Outreach Darnell Holloway. We’ll
also hear from local Austin SMBs who work with Yelp.
Part 1:
Hunter Rose, Ice Cream Czar & Vice Chairman, Ben & Jerry’s Franchise Board of Directors
Robyn Rose, VP, Marketplace Consulting Group
Part 2:
Darnell Holloway, Head of Business Outreach, Yelp
Local Austin SMBs
4:30 pm – 5:30 pm
Special: SMB Demos and Drinks
The next wave of SMB digital marketing is being transformed by technology.
We’re setting up a special “SMB Demos and Drinks” session for a look
at some of the most compelling innovations from our sponsors.
4:30 pm – 5:30 pm
Women LEADING
IN LOCAL
Invitation Only - Networking Session for Women Attendees
Women of LEADING
IN LOCAL, wind down Day 1 of SMB Digital Marketing by jumpstarting the
schmoozing festivities with some quality networking time that’s all
your own. Guests will hear from local business women and entrepreneurs
and have the chance to interact, engage and connect with other women
in media. This one-hour special
event will serve as
a wonderful warm-up to the Best-of-Austin Networking Reception that
immediately follows.
Melinda Garvey, Founder and Publisher, Austin Woman Magazine
Maja Kermath, Owner, Kor180
Sheri Jenkinson, Professional Coach and
Change Agent, Ipseity Consulting
5:30 pm - 7:00 pm
Best-of-Austin Cocktail Networking
Reception
END OF DAY 1
Thursday,
Sept. 12
7:30 am - 8:15 am
Special ‘Before
the Bell’ Breakfast: The Shift in SMB Advertising Spending
SMB accounts are won on a case-by-case basis, city-by-city. During
this special breakfast presentation, BIA/Kelsey will share SMB and local
spending trends from our proprietary Media Ad View research.
8:30 am - 9:00 am
Conference Report Card: Insights from SMB Digital Marketing
What was really said during Day 1 of SMB Digital Marketing, and
what’s the industry impact likely to be? BIA/Kelsey CEO Tom Buono will
be joined by the Yellow Pages Commando himself, Dick Larkin, who will
provide insights from the field as he drives a new generation of digital
and mobile sales in his leadership role at HomePages.
Tom Buono, CEO, BIA/Kelsey
Dick Larkin, EVP of Sales, HomePages
9:00 am - 9:30 am
One Million SMB Advertisers
KEYNOTE: Matt Baker, Head of SMB Partnerships, Facebook
Facebook
is increasingly used by SMBs as a major channel for advertising, promotion
and user engagement. It has recently announced its one-millionth SMB
advertiser. Along the way, it has gained real insight into how SMBs
thrive with social media and best practices for using Facebook as
a business tool. Head of SMB Partnerships Matt Baker will share these
insights, and discuss opportunities for working with Facebook.
9:30
am - 10:15 am
Content – The X Factor in Today’s SMB Marketing
Channels and platforms are converging. As fragmentation continually
rises, SMBs are challenged by presence, discovery, reputation, reviews
and social engagement. The tie that binds, and the solution, is CONTENT.
New models are emerging for content creation, optimization, management
and distribution to help SMBs address these challenges and answer
the "why" questions.
John Denny, VP, Marketing, Advance Digital
Mike Orren, President, Speakeasy (The Dallas Morning News/SlingShot)
Allison Tepley, VP, Yext
Stuart Wall, CEO,
Signpost
10:15 am - 10:30 am
Best Practices for Boosting SMB Lead Gen Conversion
and ROI
Local SMBs can now take advantage of many of the same lead generation tools used
by large enterprises. But what are best practices and how do SMBs get the best
ROI? Leads innovator Chris Mancini, who learned his craft at Quinstreet, gives
a quick primer.
Chris Mancini, CMO, Reply.com
10:30 am - 11:00 am
Networking
Break
11:00 am - 11:45
am
The View From the CTO’s Office
DUAL KEYNOTE INTERVIEW: Darren Clark, Chief Product Officer and CTO,
YP; Paul Ryan, CTO, Yellow Media (Canada)
Large SMB-focused organizations
like directory/local search publishers are under intense pressure to
improve sales efficiency – while also pushing more products through
their channels. Solving this challenge falls increasingly on the shoulders
of the chief technology officer. Two leading CTOs will give attendees
an exclusive, top down look into how they’re building the next generation
of SMB services and consumer experiences.
11:45 am - 12:15
pm
Microsoft’s New Path for SMB Search
Local search remains the major online marketing breakout for SMBs. But now it
comes with major twists, including mobile, video and other features. It is also
being integrated across the board as a key part of cross channel solutions. As
Google’s top competitor, Microsoft has been aggressively pursuing local search
solutions, Find out what’s important and why from top search leader Raj Kapoor,
who will be joined on stage by BIA/Kelsey search associate Andrew Shotland.
Raj Kapoor, Senior Director, Local & Mobile
Advertising, Microsoft
Moderator
Andrew Shotland, Principal, Local SEO Guide
12:15 pm - 1:30 pm
Networking Lunch
1:30 pm - 2:30 pm
SMB Mobile Adoption: What’s Working?
The mobile device’s ubiquity and natural ties to local search makes it a natural
fit for SMB digital marketing. But at these early stages, mobile hasn’t yet scaled
at the SMB level. That won’t last long. From among the handful of players seeing
action in SMB mobile advertising today, we’ve gathered the market share leaders
and innovators to discuss what’s working, along with valuable case studies. These
will be leading indicators for winning strategies that define this growing segment.
Part 1: The BIA/Kelsey Take
BIA/Kelsey analysts set the stage with a quick data-driven approach to the SMB
mobile opportunity
Michael Boland, Sr. Analyst and VP Content, BIA/Kelsey
Part 2: SuperForum Kickoff: Google’s Enhanced Campaigns Take Over
Google’s Enhanced Campaigns recently went into effect and will be one of the
most impactful changes to online and mobile search marketing since the invention
of paid search itself. What will it mean for SMB mobile marketing?
Surojit Chatterjee, Head of Global Mobile Search Ads,
Google
Part 3: Dex Media’s SMB Mobile Strategy
In the wake of a giant merger, Dex Media will provide its top learnings, case
studies and data about what’s working in creating (and selling) SMB mobile products.
James Price, VP, Digital, Dex Media
Part 4: SMB Mobile Sites & Services: Building the Full Suite
A surprise guest will discuss the strategy behind establishing mobile presence
for SMBs through websites, apps and services – opening the door for deeper relationships.
What comes next?
2:30 pm - 3:00 pm
Search, Display, Mobile,
Offers, Social and Video – Google's Integrated Strategy for SMBs
KEYNOTE: Vikas Jain, Head of Business Development, Google/Wildfire
Google's SMB push is picking up speed as it integrates its offering
across search, display, mobile, offers and video. Social media is at
the center of this, too, and that means more than just Google+. Leveraging
its acquisition of Wildfire, Google now enables full social campaign
management. Vikas Jain explains the opportunities and implications
for SMBs.
3:00 pm - 3:30 pm
Networking Break
3:30 pm - 4:00 pm
The New Focus on Home Services (and Europe)
FIRESIDE CHAT with Simon Greenman, CEO, HomeAdvisor Europe
IAC has rebranded
ServiceMagic into HomeAdvisor, focusing on all the latest trends in SMB digital
marketing. And it’s brought in Yellow Pages and Web 2.0 executive Simon Greenman
to run its European ops. We’ll talk about HomeAdvisor and SMB marketing trends
in Europe with Greenman, a long-time industry leader.
4:00 pm - 4:30
pm
Transaction Marketing: The Next Steps Beyond Advertising?
KEYNOTE: Dom Morea, SVP, First Data
The next generation of SMB marketing services may be more about “commerce”
than “advertising.” Using payments as an anchor, these “transaction
marketing” services include deals, coupons, loyalty services and CRM/analytics.
First Data, the giant processor of 55 percent of U.S. transactions,
is aggressively pursuing this rapidly exploding space. Initiative expert
Dom Morea will share new research and insights, as well as pathways
for SMBs to pursue the new marketplaces.
4:30 pm -4:45 pm
Reimagining SMB Coupons as Rich Media
Can coupons be reimagined to spur more consumer engagement by attaching them
to a full slate of rich, searchable media including video and images? That’s
what DataSphere is working on—developing a network that can send coupons out
to national website and mobile players. SVP Gary Cowan shares insights into what
works and doesn’t work with a new generation of SMB promotions.
Gary Cowan, SVP, Product and Marketing, DataSphere
4:45 pm - 5:30 pm
SMB Future Stars: LOCAL Liftoff Awards Competition
The final stage of the LOCAL Liftoff Awards competition will take place, with
demonstrations of the best of the next generation of SMB digital marketing services.
Jeremy Mims of Austin’s OwnLocal will kick off the session by sharing his insider’s
view of the lively Austin startup scene.
Jeremy Mims, Cofounder, OwnLocal
Judges
Randy Parker, CEO, PagePart; Founder, Constant Contact
Dave Walker, CEO, BizHive
5:30 pm - 7:00 pm
Best-of-Austin Networking Cocktail
Reception
END OF DAY 2
Friday, Sept. 13
8:30 am - 9:00 am
Best Practices for SMB Sales Forces: Survey Results
For the second year, BIA/Kelsey has teamed up with sales recruitment leader Hawthorne
Search to conduct an online survey into sales force trends. What objections are
reps facing? How many products are in the bag, and how many calls does it take
to close a sale? How are training and compensation evolving? Is turnover on the
rise? We’ll reveal key findings from the survey and discuss their meaning in
the context of sales transformation. During this session, we’ll also crown
The SMB Digital Marketing Future Star, based on audience voting.
Robert Hawthorne, President, Hawthorne Search
Moderators
Mike
Boland, VP, Content and Sr. Analyst, BIA/Kelsey
Charles Laughlin, SVP and Managing Editor,
BIA/Kelsey
9:00 am - 9:15 am
24 Hour Fitness’ Digital Conversion: Lessons from
The Nation’s Top Gym
24 Hour Fitness has become one of the nation’s leading franchise chains with
400 clubs in 18 states. It has been developing state-of-the-art tools to engage
its members and drive new customers to its locations. SMB marketing veteran Dave
Galvan (Yahoo, InfoGroup) leads the company’s transition to comprehensive digital
services.
9:15
am - 9:30 am
Gannett's Local Commerce Play
The World's Largest Media Company Spies SMBs
Gannett is repositioning itself to make a huge impact on the next generation
of local and SMB marketing services via the development of its newly branded
G/O Digital unit, which houses all of its operations for social media, shopping,
deals, coupons and loyalty. CMO Jeff Fagel provides insights into Gannett’s thinking.
9:30
am - 10:15 am
Video’s Starring Role in SMB Marketing Success
The widespread adoption of broadband video has transformed the Web and mobile.
It drives higher search rankings and differentiates merchants in a crowded and
competitive marketplace. It also drives brand lift and secondary actions such
as requests for information. Who’s doing video right? We’ll feature top-notch
video demos, lessons learned, and recommendations for making video a core part
of SMB digital marketing success.
Olivier Katz, CEO, Blue Pixel Media
John McIntyre, CEO, Sightly
Valentine Matrat,
Global Video Lead – SMB Video, Google/YouTube
10:15 am - 10:45 am
Networking Break
10:45 am
- 12:00 pm
The SMB All Stars: The Road to SMB Success
SMBs are at a crossroads with digital marketing solutions. They have
highly advanced promotional tools for the asking, and consumers ready
to engage. But what really works for them? And how will their businesses
actually change? In this summary session, our SMB all stars review
the learnings from LEADING IN LOCAL: SMB Digital Marketing, and discuss
their own next stage plans.
Perry Evans, CEO, Closely
Adam Japko, CEO, Digital Sherpa (NCI)
Randy
Parker, CEO, PagePart; Founder, Constant Contact
Dave Walker, CEO, BizHive
END OF CONFERENCE