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Virtual Conference
Agenda
The Kelsey Group

Pre-Conference | Day 1 | Day 2

Tuesday, April 19

7:00 am – 8:00 am
Continental Breakfast Sponsored by Geosign / TrueLocal

8:00 am – 8:15 am
Introduction & Conference Overview
John Kelsey, President & CEO, The Kelsey Group

8:15 am – 8:45 am
The Emerging Online-Offline Paradigm [ppt]
Notwithstanding the big gain in online holiday shopping, e-commerce remains a tiny fraction of offline consumer spending. But that fact does not reveal the degree to which consumers are increasingly using the Internet to conduct research and shop for products and services, especially in their local markets. Indeed, one hypothetical definition of “local search” is Web-influenced offline transactions. The Kelsey Group will present new consumer research findings about changing media use and how the Internet is affecting traditional media and offline commerce.
Greg Sterling, Program Director, Interactive Local Media, The Kelsey Group
Neal Polachek, SVP, Directional Media Practice, The Kelsey Group
Drilling Down Supplement: “User View” study (The Kelsey Group and ConStat – February 2005). [ppt]
Blog posts at Buzzhit!.com

8:45 am – 9:30 am
Consumers and the New Multi-Channel Reality
The biggest gains online this past holiday season were recorded by traditional retailers, so-called "brick and mortars" that are more successfully integrating online and offline selling. Given the rise of Internet adoption for local shopping, it's clear that consumer behaviors are evolving. How are retailers adapting to those new consumer behavior patterns? What trends are they finding -- especially in local -- and what strategies are they adopting to drive traffic to local stores?
Eric Chandler, VP, e-Commerce Marketing, SuperPages.com
Kendall M. Fargo
, Founder & CEO, StepUp.com
Kay Lamming
, Owner, Cotton Basics
Carol Yenne
, Owner, Small Fry's
Blog posts at Buzzhit!.com

9:30 am – 10:00 am
Refreshment Break Sponsored by Fast Search & Transfer

10:00 am – 10:45 am
The comScore-Overture Study: Findings and Implications
The widely publicized findings of a seminal comScore-Overture study will be explored in depth. The study found that 25% of search engine users ultimately purchased a consumer electronics product and that 92% of those purchases were offline. Generic search terms drove more than 70% of the volume, while trademarked terms were responsible for 20% and product terms the final 10%. Though the generic terms drove most of the volume, the more specific terms revealed consumers who were closer to a purchase decision. The study challenges conventional assumptions about consumer behavior and suggests important changes that will likely occur in search. Those shifts will have implications for other online media as well as the local marketplace.
Anne Frisbie, Senior Director, Category Initiatives, Overture
Chris Henger, VP, Marketing & Product Development, Performics
Sara Stevens
, Director, Marketing Solutions, comScore Networks [ppt]
Kevin M. Ryan, Search Editor, iMedia Communications
Christopher Skinner, Managing Partner, MakeBuzz
Blog posts at Buzzhit!.com
Selling SMEs on Local Search

10:45 am – 11:30 am
Keynote Address
Udi Manber, CEO, A9.com
Q&A Following Keynote - Captured by Jason Dowdell, published by Search Engine Guide
Blog posts at Buzzhit!.com
Amazon Mocks Up the Yellow Pages

11:30 am – 11:45 am
Refreshment Break Sponsored by OKS Group

11:45 am – 12:30 pm
Online Word of Mouth: Blogs, RSS and Social Networks
Word-of-mouth is probably the single greatest driver of referrals to local businesses. Over the past couple of years a number of firms, portals and publishers have tried to create or add online community features or full-blown social networking sites to replicate this offline phenomenon. More recently, the Internet has been abuzz over blogs. And marketers everywhere are tying to figure out how to tap blogs and RSS to get their messages to consumers. How is word of mouth manifesting online? Is it actually delivering leads to local businesses? How should search engines, directories and classifieds publishers react? What are the implications for current business models—online and off?
Ali Diab, Senior Director, Local Products, Yahoo!
Jason Dowdell, Founder, GlobalPromoter.com; Manager, Search Technologies, WebSourced Inc. Blog post
Tony Gentile, Owner, Buzzhit.com
Karthik Iyer, SVP, Business Development, Intelliseek
Stuart MacFarlane, CEO, InsiderPages
Andy Sack
, CEO & Co-Founder, Judy's Book
Blog posts at Buzzhit!.com

12:30 pm – 2:00 pm
Lunch Sponsored by Aptas & YPsolutions

2:00 pm – 2:45 pm
SMEs and Sites: Crossing the 50% Threshold
As recently as two years ago there was still ambivalence and skepticism among small businesses about the importance of a Web site. The rise of broadband, search engines and Internet marketing has largely put that to rest. Kelsey Group data now reflects that almost 40% of U.S.-based SMEs have Web sites. Has this increasing adoption of Web sites by SMEs resulted in more customers and local revenues? What are the leading small-business Web hosts finding about the changing needs and attitudes in the SME marketplace and how those needs are being addressed? When do they believe that 50% of U.S.-based SMEs will have Web sites—later this year, next year or longer?
Rich Cannon, Area VP, Strategy, Interland
Jim Collins, CMO, Affinity
Internet
Warren Kay, SVP, Business Development, Vista.com
Rich Riley, VP & General Manager, Yahoo! Small Business
Blog posts at Buzzhit!.com
Getting Small Business on the Web

2:45 pm – 3:30 pm
Fixed Fee, Guaranteed Clicks: Turning Search into Yellow Pages
The various “simplified search” products increasingly being offered to the local marketplace through small-business aggregators (e.g., Yellow Pages, verticals, Web hosts, local SEMs) have been hailed as the right product at the right time. But what’s happening “on the ground”? What is the level of demand, and will these products ultimately generate more business/leads for local advertisers? Are they the key to unlocking the revenue potential of "local," or will they ultimately collapse under the pressure of rising prices and shrinking inventory in a rapidly changing online/search marketplace?
Kirsten Mangers, Chief Strategy Officer, SME Global Solutions
John Keister, President, Chief Operating Officer, Marchex
Michael Kline, COO & VP Products, ReachLocal
Michael Sack, EVP & CTO, Inceptor
Neil Salvage
, VP, Sales, YellowPages.com
Todd Walrath
, CEO, Leads.com
Blog posts at Buzzhit!.com

3:30 pm – 4:00 pm
Refreshment Break Sponsored by CallSource

4:00 pm – 4:45 pm
Pay-per-Call: Update from the Field
Pay-per-call has been received by the press with considerable anticipation and excitement as the product that will demystify online advertising for local business. There are also many potential uses for national advertisers and some intriguing, potential offline uses. Ingenio pioneered the platform and FindWhat formally introduced pay-per-call in September 2004. Citysearch introduced a similar product in early December. Now a major portal has adopted pay-per-call. How have advertisers responded to date? Who’s using pay-per-call, and how far and wide is it likely to penetrate the marketplace?
Marc Barach, CMO, Ingenio
Gerry Campbell, VP & GM, AOL Search & Directional Media
Richard Rosen, VP of Business Development, CallSource
Michael Kerans, SVP/General Manager, FindWhat Pay-Per-Call
Jean-Pascal Lion, VP, Electronic Directories, Yellow Pages Group
Blog posts at Buzzhit!.com

4:45 pm – 5:30 pm
Mapping the Future of Local Search
Maps are critical to any sort of robust local search experience. Mapping and driving directions are consumer favorites. More recently, dynamic mapping has been introduced allowing consumers to use maps as a doorway into local search and directory listings. But there is still considerably more potential innovation on the horizon. What can we expect from the next generation of mapping tools and how will they become integrated with other utilities to deliver value for consumers searching for local information?
Walt Doyle, VP, Sales & Business Development, MapQuest
Jeremy Kreitler
, Product Manager, Maps, Yahoo!
Bill Schwegler
, Co-Founder & SVP of Strategic Initiatives, Telcontar
Brad Sims
, Manager, Product Development, SuperPages.com
Sukhinder Singh
, General Manager, Local & Third Party Partnerships, Google
Blog posts at Buzzhit!.com

5:30 pm 7:30 pm
Networking Reception Sponsored by MapQuest

 

Pre-Conference | Day 1 | Day 2