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ILM:05

Agenda

The Kelsey Group

Day 1 | Day 2 | Day 3

Wednesday, November 30

9:00 am 9:15 am
Introduction & Overview
John F. Kelsey, III
, CEO, The Kelsey Group

9:15 am 10:00 am
How Much Search Is Really Local?
What percentage of search engine usage behavior is actually local in nature? The estimates range from 10 percent to 25 percent or more. Queries in categories such as "attorneys" and "restaurants" have a local intent that approaches almost 100 percent. And the traditional classifieds categories (Jobs, Cars, Real Estate) are similarly local. So what is the real number that captures Internet users' actual local intent and behavior? And what are the implications for search and for the general Internet marketplace? This session will use the most recent data from The Kelsey Group and comScore to seek to answer these complex and elusive questions.
Greg Sterling, SVP - Program Director, Interactive Local Media, The Kelsey Group
James M. Larrison, SVP, Corporate Development, comScore Networks

10:00 am 10:45 am
The Internet Is the Yellow Pages: A Conversation with Marty Himmelstein
Marty Himmelstein was a local search pioneer, having worked for Vicinity Corp. before it was acquired by Microsoft. Vicinity and early search engine Northern Light released Geosearch, the first large-scale geo-enabled search engine. Himmelstein contends that current IYP/local search products are quite limited. He believes the traditional offline sources of structured data that most of them rely upon are inadequate to deliver against consumer needs and expectations and the true potential of local search. Who is doing the best job in local now and what will it take to deliver the next generation of local search products?
Marty Himmelstein, Principal, Long Hill Consulting

10:45 am 11:15 am
Refreshment Break

11:15 am 12:00 pm
Keynote Presentation
Caroline H. Little, Chief Executive Officer & Publisher, Washingtonpost.Newsweek Interactive

12:00 pm 1:30 pm
Lunch

1:30 pm 2:15 pm
BREAKOUT SESSIONS

Newspapers 2.0
Newspapers and their media parents have recently become very acquisitive and aggressive, snapping up high-profile properties such as About.com, Homegain, MarketWatch, MySpace, Topix and others. How do newspapers see their online products evolving from an extension of traditional print publications to the next generation of online content delivery and advertising vehicles? How will newspapers serve the changing needs of consumers and maintain and grow their revenues in the local ad marketplace?
Bob Armour, VP, Business Development, ShopLocal
Michael Markson, VP, Business Affairs, Topix.net
Shawn Riegsecker
, President, Intégrent
Jay Small, Director, Online Content and Operations / Newspapers, E.W. Scripps Co.
Stephen Weis
, VP/General Manager, HoustonChronicle.com

Hyper-Local Content Sites
Through various strategies and methods there are a number of sites generating what might be called hyper-local content. These sites contend that the content they offer is not available anywhere else online and especially not on the big Internet brands, directories or even newspaper sites. What is the outlook for these hyper-local sites and where do they fit in the overall local ecosystem?
Donna Bogatin, President & CEO, VIPOffers.com
Susan Williams DeFife
, President & CEO, Backfence
Lorren Elkins, CEO, The American Town Network

Howell Jones, VP, Marketing, DiscoverOurTown

2:15 pm 2:30 pm
Refreshment Break

2:30 pm 3:15 pm
BREAKOUT SESSIONS

Online Consumers, Offline SMEs: Inertia and the Online Imperative
Even as more consumers are using the Internet for local, there is evidence that SMEs may be discouraged, frustrated and/or confused. While one could argue there is an imperative that SMEs adopt Internet marketing, there is a messy and unpredictable reality on the ground. What are the factors that make it more likely that a certain category of small-business advertisers will adopt the Internet as a marketing vehicle? What and who are the enablers facilitating Internet marketing adoption at the local level?
Gary Arthurs, President, Click Forward
Tom Bates, VP & GM - Cox Search, Cox Enterprises/Kudzu.com

Steven Chuck, Senior Manager, Emerging Markets, Yahoo! Search Marketing
Brian Kraff
, CEO, Market Hardware
Stuart MacFarlane, President, Insider Pages
John Triano, SVP, Business Development, Vista.com

The State of Local Search: A Marketers Perspective
Although small businesses were among the early adopters of search, a significant percentage of advertisers now doing local targeting on major search engines are larger companies that can afford to outsource their search marketing (and search engine optimization). SEM/SEO firms are on the front lines of local search and can see the issues, challenges and the future better than most industry observers. What does this panel of experts think about the current state of local search (paid and SEO), the available inventory, the tools and where geotargeting is heading?
Barbara Coll, CEO, WebMama.com
Kevin M. Ryan, Managing Partner, Kinetic Results
Gregg Stewart, SVP, Channel Measurement & Marketing, Fathomonline
Josh Stylman, Managing Partner, Reprise Media

3:15 pm 3:45 pm
Refreshment Break

3:45 pm 4:30 pm
Keynote Presentation
Anne M. Busquet, Chief Executive Officer, IAC Local and Media Services

4:30 pm 5:30 pm
The Role of User-Generated Content and Community
How important are user-generated content (UGC), blogs and social search to the future of local? The Kelsey Group has argued that the majority of valuable local content resides in users heads. But getting users to contribute that content can be difficult and perhaps even risky for certain publishers. UGC may also be unreliable if it is generated anonymously (i.e., review fraud). Is UGC just the topic du jour or is it an increasingly important component of local? Are there any alternatives to UGC?
Brian Dear, Founder & CEO, EVDB, Inc.

Jason Dowdell, Founder, MarketingShift.com
Karthik Iyer, SVP, Business Development, IntelliSeek
Lou Morsberger, President & CEO, ServiceRatings
Andy Sack, Board of Directors, Judy's Book
Andrew Shotland, VP, Business Development, InsiderPages

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

 

Day 1 | Day 2 | Day 3

 

The Kelsey Group