am 9:15 am
Introduction & Overview
John F. Kelsey, III, CEO, The
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.
SVP - Program Director, Interactive Local Media,
The Kelsey Group
M. Larrison, SVP, Corporate Development, comScore Networks
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
am 11:15 am
11:15 am 12:00 pm
H. Little, Chief
Executive Officer & Publisher, Washingtonpost.Newsweek
pm 1:30 pm
pm 2:15 pm
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
Armour, VP, Business Development, ShopLocal
Markson, VP, Business Affairs, Topix.net
Shawn Riegsecker, President, Intégrent
Small, Director, Online Content and Operations / Newspapers,
E.W. Scripps Co.
VP/General Manager, HoustonChronicle.com
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?
President & CEO, VIPOffers.com
Susan Williams DeFife, President & CEO, Backfence
Elkins, CEO, The American Town Network
VP, Marketing, DiscoverOurTown
pm 2:30 pm
pm 3:15 pm
Consumers, Offline SMEs: Inertia and the Online Imperative
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?
President, Click Forward
VP & GM - Cox Search, Cox Enterprises/Kudzu.com
Chuck, Senior Manager, Emerging Markets, Yahoo! Search Marketing
Brian Kraff, CEO, Market Hardware
MacFarlane, President, Insider Pages
Triano, SVP, Business Development, Vista.com
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?
M. Ryan, Managing Partner, Kinetic Results
Stewart, SVP, Channel Measurement & Marketing, Fathomonline
Stylman, Managing Partner, Reprise Media
pm 3:45 pm
pm 4:30 pm
Anne M. Busquet, Chief Executive
Officer, IAC Local and Media Services
pm 5:30 pm
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.
Dowdell, Founder, MarketingShift.com
Iyer, SVP, Business Development, IntelliSeek
Lou Morsberger, President & CEO, ServiceRatings
Andy Sack, Board of Directors, Judy's Book
Shotland, VP, Business Development, InsiderPages
pm 7:30 pm
Reception in the Exhibit Hall