Agenda
With content that is both forward-looking and offers practical takeaways for immediate impact, it’s no wonder LEADING IN LOCAL: Interactive Local Media has been the industry’s premier gathering place for more than 10 years.
To keep attendees coming back year after year, our analysts develop the top-of-mind topics from their ahead-of-the-curve coverage, and hand pick the industry leaders who are advancing the industry in the most innovative and effective ways imaginable.
Our team has scoped out a combination of keynotes, panel discussions and SuperForums for LEADING IN LOCAL: Interactive Local Media that will leave you smarter and inspired.
Day 1 – Dec. 3 Day 2 – Dec. 4 Day 3 – Dec. 5
DAY 1: WEDNESDAY, DEC. 3
8:30 am - 9:45 am
Before the Bell: The Inaugural ILM Tech Expo
What are the next big things driving local tech? Come early and see the next wave of local media technologies. Talk to the industry innovators leading these efforts during a station-to-station tour of our inaugural ILM Tech Expo. Hello San Francisco/Silicon Valley!
Insight: Six Themes for LEADING IN LOCAL: Interactive Local Media
LEADING IN LOCAL: Interactive Local Media takes place this year in an environment of constant evolution. Six key themes dominate:
- Rethink and Extend Local Search
- Social’s Growing Reach and Impact on Local
- The Explosive Growth of the Sharing Economy
- Do it With Me
- Mobile
- Go Deep with Analytics and CRM
To kick off ILM 2014, members of BIA/Kelsey’s analyst team will provide a framework for these themes and share top predictions for 2015.
The Big Money: Venture Leaders on Local Hot Spots
Hundreds of millions of dollars are being poured into six channels of local success: content, social media, technology, targeting, advertising and sales strategies. Where are the best bets, and how is the venture community looking at local’s progress? We’ll hear from two of the top Silicon Valley venture leaders (and former local executives).
DUAL KEYNOTE: The Local Media Company of the Future
We all saw it coming 10 years ago. Traditional media profits are getting eclipsed by digital. What next? Media visionary and former Harvard Business School Professor Clark Gilbert, together with Chris Lee, spell out an ever-evolving, creative vision for the next wave of local media success. This is a must-attend session.
12:00 pm – 1:15 pm
NETWORKING LUNCH (Open to all registered
attendees)
Get a jump on the industry’s top networking over a gourmet lunch – the first of many networking meals, breaks and receptions at LEADING IN LOCAL: Interactive Local Media.
Sponsored by:
BIA/KELSEY CLIENT LUNCH BRIEFING (Open to clients of BIA/Kelsey’s
advisory services)
Clients will hear BIA/Kelsey’s analyst team share their top “Picks and Predictions” for 2015. This comprehensive look ahead will provide a valuable understanding of the top drivers in the local online marketplace. RSVP to ssteinmuller@biakelsey.com.
Room: Sandpebble AB
The On-Demand Local Economy
The Uber-ification of local runs unabated, with key verticals eyed for possible, Uber-like makeovers. We’ll take a close look at local’s biggest trend, including key players and their approach to specific local segments.
Home Improvement Leaders: Social Media + Commerce
The most promising vertical to really leverage the combination of social media, ratings and reviews, scheduling and transactions is Home Improvement. Top leaders from the segment share insights about their approaches to the $18 Billion space and their breakthroughs – along with challenges that lie ahead.
2:45 pm - 3:15 pm
NETWORKING REFRESHMENT BREAK
Sponsored by:
AFTERNOON KEYNOTE: Allison Checchi, CMO, YP
While traditional media is changing, new opportunities have developed for the Yellow Pages industry, as it seizes on its strengths not only in local leads across multiple channels, but as a targeted media powerhouse. As CMO of YP.com, Allison Checchi lays out a vision for the industry’s next generation of services.
Video Goes Local
Local digital video ad spending targeting local audiences will more than triple from $2.3B to $7.5B from 2014-2019. Why is local online video so superheated? We’re seeing mobile, content marketing, native advertising and social channels drive increasing use of video. The analytics are telling us that video drives higher brand lift and user engagement. In this session, we’ll explore the best practices and where the big pockets of opportunity are in local video.
ILM Demos and Drinks
Our "ILM Demos and Drinks" session, hosted by Local Market Launch will offer a look at some of the most compelling innovations from our sponsors. Attendees can grab a local microbrew while taking in the great demos.
5:30 pm - 7:00 pm
BEST OF SAN FRANCISCO COCKTAIL NETWORKING RECEPTION
Step over to the ILM Exhibit Hall for a Best of San Francisco and Silicon Valley Cocktail Networking Reception.
Sponsored by:
END OF DAY 1
DAY 2: THURSDAY, DEC. 4
7:30 am - 8:15 am
Continental Breakfast
Exhibit Hall: Peninsula Ballroom D – G
Start your morning right with a coffee and breakfast courtesy of sponsor UBL.
Sponsored by:
Juice station:
BIA/Kelsey Conference Report Card: Takeaways From Day 1
BIA/Kelsey reviews the excitement of Day 1, and sets up a great Day 2. We’ll discuss which ideas from Day 1 are really LEADING IN LOCAL – and our unique take on them.
SOCIAL MEDIA KEYNOTE: Joel Meek, Head of Partner Online Sales & Operations, Pinterest
There’s Facebook and Twitter. And there’s Pinterest – one of the biggest breakouts of the new share economy, with more than 70 million “Pinners” – 80 percent of them being women. Thousands of local businesses have jumped on the Pinterest train – driving the local economy in unprecedented ways. Partner head Joel Meek addresses Pinterest’s role and interest in interactive local media, and insights into ways to deeply connect with local consumers.
Google at LEADING IN LOCAL – Part I: Building Blocks for the Local Ecosystem
Which building blocks will prove most successful for local marketers? Google’s leaders in its key local segments will discuss their efforts and ambitions, including how they work with partners and end users. This session will likely have ramifications well beyond ILM.
Product Manager, Google
Adwords Express Product Manager, Google
10:00 am - 10:30 am
NETWORKING REFRESHMENT BREAK
Sponsored by:
BIA/Kelsey-CardLinx Research: The Impact of New Loyalty Programs
Digital loyalty marketing efforts are seen by many as more effective than traditional media. The technology is impressive, and it has the backing of top financial institutions and tech companies, from Amex to Google. But two years in, how is it doing, and what trends are driving it? BIA/Kelsey, in partnership with The CardLinx Association, has been talking with industry leaders. In this exclusive presentation, we will share top line findings.
KEYNOTE: Court Cunningham, CEO, Yodle
The vision is to have an all-in-one marketing platform to reach local businesses. But what are some of the challenges in doing so? Yodle CEO Court Cunningham dives deep into what is required to deliver marketing essentials at scale. Learn what works, what doesn’t and what’s next in the journey.
Marketing Automation and Social Leadership
Marketing automation is seen as the key to scale and innovation in local – especially for multi-location businesses and franchises. And it opens the door to personalization and social leadership. Which features work best and really make a difference? We’ll discuss with an all-star panel of marketing automation leaders.
12:15 pm - 1:30 pm
GOURMET LUNCH
Head to the ILM Exhibit Hall for a buffet lunch and the chance to network with the attendees you’ve been meeting throughout the morning.
Sponsored by:
Google at LEADING IN LOCAL – Part II: Forming Powerful Local Partnerships
For many vertical players, a key goal is to partner with a major Web portal, such as Google, Facebook, Microsoft or YP. What makes for “best practices” in working with Web portals? How can vertical players achieve higher usage and better results. We’ll review some great case studies with Google BD executives.
Head of Business Development - Premier Partnerships, Channel Sales North America, Google
Do-It-For-Me vs. Do-It-Yourself: The Critical Local Debate
The rub on selling marketing services to local businesses is that they don’t scale. But can the economics change with self-serve? Is there a hybrid approach? We’re diving head first into the “Do-It-For-Me” vs. “Do-It-Yourself” Debate with this important session led by BIA/Kelsey sales strategist Stacey Sedbrook.
Targeting Local Consumers: Adding Payments to the Mix
Merchants—big and small—are constantly trying to gain deeper understanding of their customers’ behavior, their preferences, and shopping patterns. During this session, Dr. Krish Mantripragada will share deep insight into how merchants can use the knowledge of how consumers spend their money to help tailor their customer experiences, target marketing efforts, and optimize investments to grow their business.
3:05 pm - 3:30 pm
NETWORKING REFRESHMENT BREAK
Sponsored by:
Author Talk: The Everything Store's Brad Stone on Amazon, Local and the Next Wave of Ecommerce
Brad Stone, author of The Everything Store: Jeff Bezos and the Age of Amazon, which won Business Book of the Year, and a senior writer for Bloomberg Businessweek in San Francisco, shares insights about Amazon (and more) in discussion with BIA/Kelsey’s Peter Krasilovsky. Stone’s book is the most in-depth yet on Amazon. It lays out a vision of this uniquely aggressive industry giant and how it thrives on disruption, efficiency and business intelligence. We’ll discuss Amazon’s new approach of now targeting local in multiple segments, including delivery, offers, services and transactions.
Author, The Everything Store: Jeff Bezos and the Age of Amazon; Senior Writer, San Francisco, Bloomberg Businessweek
Featured Discussion: Local Goes Programmatic with Centro’s Garrett McClure
No one buys advertising based on CPM anymore, right? It is all programmatic selling. But local has its own sets of rules. We’ll learn from top leaders what types of local advertising are ripe for programmatic; how to leverage a programmatic approach; and how to maximize programmatic success.
Mobile Local Search on The Cutting Edge
Local search has evolved tremendously, as search has been enhanced by intelligent personal assistants (Apple’s Siri, Microsoft’s Cortana) and broadly integrated with social media, mapping and other features. We’ll talk with Microsoft’s team leaders about the impact on local of Cortana, and also with natural search innovator Weotta.
DAY 2 ‘SOCIAL’ BREAKOUTS
TRACK A: Women LEADING IN LOCAL
Networking Session for Women Attendees
Women of LEADING IN LOCAL are invited to wind down Day 2 of Interactive Local Media with some quality networking time that’s all their own
Hear from several guest speakers and seize the chance to interact, engage and connect with other women in media. This special event is a great warm-up to the Best-of-San Francisco Cocktail Networking Reception that immediately follows.
Regency Ballroom C
TRACK B: BIA/Kelsey International Roundtable
Where are the best “local” opportunities overseas? What kinds of challenges are there in different markets? How can a North American company best position themselves for overseas success? In this international roundtable, BIA/Kelsey and special guests will informally brainstorm top strategies – accompanied by a bucketful of local San Francisco beer.
5:30 pm - 7:00 pm
BEST OF SAN FRANCISCO COCKTAIL NETWORKING RECEPTION
Step over to the ILM Exhibit Hall for a Best of San Francisco and Silicon Valley Cocktail Networking Reception.
END OF DAY 2
DAY 3: FRIDAY, DEC. 5
7:30 am - 8:15 am
Continental Breakfast
Grand Peninsula Foyer
Start your morning right with a coffee and breakfast courtesy of sponsor Where2GetIt.
Sponsored by:
Juice station:
BIA/Kelsey Conference Report Card: The Takeaways
BIA/Kelsey reviews the excitement of Day 2, and sets up a great Day 3. We’ll discuss which ideas from Days 1 and 2 are really LEADING IN LOCAL – and our unique take on them.
Getting Ahead with Local Search, 2015
What are the best SEO and SEM strategies for local search, circa 2015. Which features really matter, which ones don’t, and what’s the most effective “buy” for local businesses?
MORNING KEYNOTE: Randy Wootton, VP, Customer Success Products, Salesforce
Customer Relationship Management (CRM) and its related analytics, automation and integration with social media, promotions and other marketing channels is increasingly part of the cutting edge in local. Salesforce, as the indisputable leader in the space, has expanded the boundaries for local businesses, and for businesses targeting locally. Longtime local leader Randy Wootton (Microsoft, AdReady) – one of BIA/Kelsey’s highest rates speakers – spells out CRM’s role in local’s future.
Beyond the Landing Page: GoDaddy SVP Raj Mukherjee on Extending the SMB’s Online Presence
Local businesses are extending their digital presence beyond home pages in many different ways. What is the best way to work with SMBs to add more features and services and more value to them? GoDaddy’s Raj Mukherjee, who works with a base of 12 million+ SMBs, has a unique vantage point to share.
The Evolution of Local Listings: Infogroup CDO Matt Graves on The Strategic Role of Enhanced Data
The local listings business is changing quickly. Listings not only help local businesses get found, but engage customers via location maps, products and brands, promotions, testimonials and other features. Infogroup’s Matt Graves highlights what’s been most impactful. And where listings are going.
10:15 am - 10:45 am
NETWORKING REFRESHMENT BREAK
Sponsored by:
SuperForum: Make The Phone Ring. Analyze the Call. Iterate.
Does it make the phone ring? That’s still the most important question asked by local businesses as they plan their marketing strategies. Increasingly, it is not only about making the phone ring, but analyzing the call and discerning customer behavior. The results have been among the most important in local marketing. Find out what’s trending in this area and how to plan your strategy.
Moderators: Mike Boland, Chief Analyst and VP, Content; Abid Chaudhry, Senior Director of Industry Strategy and Insight
Segment I: BIA/Kelsey Data & Insights
BIA/Kelsey Analysts will kick things off with a dynamic presentation and dialog about the call monetization opportunity. This will include BIA/Kelsey data and insights from recent white papers and forecasts. This will set the stage for the leaders in the space to discuss how those trends are playing out, and what's working.
Segment II: Panel: Big Data Meets the Telephone: Calls as a Lead Form in the Digital Age
This panel discussion will uncover data from each speaker's call tracking and analytics products. We will demonstrate the type of ROI assessments that call analytics are capable of uncovering, and where it's moving. The segment will be colorful — in both graphics and analytics demonstrated, and the examples of what call analytics can achieve.
Segment III: Calls Are the New Click: The Business Case for Call Monetization
Speakers in this panel will weigh in about how calls are valued by advertisers. How is that value captured? How are phone leads driven, tracked and monetized — from search and demand generation, all the way through to making a business's phone ring? And then what comes after that in terms of reporting, management and even things like virtual call centers for larger enterprise customers? What are best practices in these and other areas of development wherever phone calls are driven, tracked, analyzed and monetized?
END OF CONFERENCE
Companies Attending
Agenda Insights
BIA/Kelsey Research Director Steve Marshall previews latest small-business digital marketing trends to be highlighted at LEADING IN LOCAL: Interactive Local Media.
BIA/Kelsey's Abid Chaudhry previews the ILM session about SMBs and Marketing Automation.
Stacey Sedbrook previews ILM session on Do-It-For-Me vs. DIY Local Services.
Mike Boland previews the Call Monetization SuperForum where we'll dig deep into this opportunity, highlighting best practices and the latest in call analytics for determining ROI from mobile calls.
BIA/Kelsey's Conference Chairman, Peter Krasilovsky, previews the conference and the key topics on the agenda.
