Monday, Dec. 9

3:00 pm – 5:00 pm
Conference Registration Desk Opens
Grand Ballroom Foyer – Ground Level

Registration refreshments:  

5:00 pm – 7:00 pm
Welcome to LEADING IN LOCAL with ‘A Taste of Santa Barbara’
Sponsored by Local Market Launch
On the eve of LEADING IN LOCAL: Interactive Local Media, Santa Barbara-based Local Market Launch will host a special wine tasting event for conference attendees, at Blanc et Rouge Wine Bar. Email Hannah.Anderson@localmarketlaunch.com to request your invitation today.

  Tuesday, Dec. 10

7:00 am
Conference Registration Desk Opens
Grand Ballroom Foyer – Ground Level
Stop by early to pick up your badge and conference materials.

Registration refreshments:  

8:00 am – 9:30 am
Precon Tour: WeWork Startups Meet & Greet
Some suggest San Francisco is overtaking Silicon Valley as the preferred California locale for tech startups [Proof the Valley Has Lost Its Cool to San Francisco – BloombergBusinessweek]. LEADING IN LOCAL attendees will have a chance to judge for themselves during this special pre-con visit to WeWork, a collaborative workspace for startups and small businesses. Hosted by WeWork and our friends at Pricing Engine and OwnLocal, this tour will feature a “meet & greet” with several of WeWork’s locally focused startups. A light breakfast will be served. Space is limited.

Sponsored by:

8:15 am – 9:30 am
Precon Tour: Yelp Headquarters
Which industry leader better defines the San Francisco local tech scene than Yelp and its 100 million users? The publicly owned company has recently moved its staff, computer programmed beer kegs, dogs and unique essence to the former Pac Bell building, where it takes up 12 floors and 150,000 square feet. We’ll tour the new offices and meet with company execs during this exclusive precon tour.

Winners Have Been Announced
Watch Peter Krasilovsky pull winners names at random from those who entered the Yelp HQ Tour Sweepstakes. http://www.youtube.com/watch?v=eKEj5m8uRE0

10:00 am – 10:15 am
BIA/Kelsey: The Rapid Rise of Interactive Local Media
BIA/Kelsey opens local’s top event with a conference overview, research insights and perspectives.

10:15 am - 10:45 am
Investment Trends in Interactive Local Media
Where is the smart money investing in local? How should you tweak your local play to be “in the money”? BIA/Kelsey’s new and unique Local M&A Report tracks local’s mergers and acquisitions. We’ll share the report’s deep insight into industry investment trends, discuss what the data means for interactive local media, and also hear from VCs that have been investing in local.
(Click to view: Local Media Investment Watch Q3 2013 Report)

10:45 am – 11:45 am
Scaling Local: How to Leverage 12 Million SMBs
OPENING KEYNOTE AND DISCUSSION: Blake Irving, CEO GoDaddy; Kara Swisher, Co-Executive Editor, AllThings D

One of the brightest contenders in the local space is a name more associated with Super Bowl ads: GoDaddy. Under the leadership of Blake Irving (ex Yahoo, Microsoft and Compaq), GoDaddy has been leveraging its 12 million SMB base with a series of moves, including the purchase of Locu and ramping up of a major search platform. Irving shares his insights and vision during this keynote, followed by a no-holds-barred discussion with AllThingsD’s Kara Swisher. Swisher is Silicon Valley’s go-to news leader, author of several best-selling books and one of the tech industry’s most re-tweeted journalists.

11:45 am -1:00 pm
Networking Lunch (Open to all registered attendees)
Exhibit Hall: Pacific Concourse D-O
Join us for nibbles and nosh – and some early networking.

Sponsored by:  

BIA/Kelsey Client Lunch Briefing (Open to clients of BIA/Kelsey’s advisory services)
Seacliff CD – Bay Level
BIA/Kelsey clients are invited to RSVP to ssteinmuller@biakelsey.com for exclusive research insights, as well as special guest speakers.

1:00 pm - 1:30 pm
Facebook’s Approach to Local
KEYNOTE: Brian Boland, VP, Product Marketing, Facebook

The incredible impact of Facebook on local is just becoming clear. Now in 55 countries, Facebook is charging hard to leverage its huge audience and advertising base with constant testing and super fast product changes. Brian Boland is in the driver’s seat and spearheading much of the effort as head of product marketing.

 

1:30 pm - 2:30 pm
SuperForum: The Boom in Local Digital Agencies
For many local leaders, the biggest trend of 2013 has been the build up of “one-stop” local digital agencies, where local advertisers can tap up to 18 different features. In fact, many publishers now see themselves as being as focused on their digital agency business as their core products. Who is winning and what are the key success factors in this space?

2:30 pm - 3:00 pm
Networking Break

Sponsored by:  

3:00 pm - 3:30 pm
Social Commerce Driving Local
KEYNOTE: Jody Ford, VP, Marketing, eBay Marketplaces

When you think about social commerce, eBay comes to mind as the segment’s pioneer and leader. The company has moved far beyond its original auction model and now works across the board in numerous capacities impacting local and SMBs, including CRM, classifieds, store inventory, promotions, search and display. eBay Marketplaces Vice President Jody Ford, former head of eBay UK, is a fast rising star within the eBay empire and has been an innovator in each area. He will spell out eBay’s leadership efforts in local.

3:30 pm - 4:00 pm
KEYNOTE: Brendon Kraham, Director of Global Mobile Solutions & Product Strategy, Google

Google has proved itself as an industry leader in providing local omni-channel solutions. Its activities in mobile local have been especially innovative, and suggest entirely new paradigms for local marketing going forward. Global Mobile Soutions Director Brendon Kraham has been a leader in defining Google’s approach and will share his insights with Leading in Local: Interactive Local Media.

4:00 pm - 4:30 pm
FIRE SIDE CHAT: Audrey Cooper, Managing Editor, SF Chronicle/SF Gate

How do you cover “local” in San Francisco, the world’s #1 tech capital? San Francisco Chronicle and SF Gate Managing Editor Audrey Cooper talks to us about key initiatives that have jumpstarted the Hearst-owned properties, which lead the Bay Area among news and info sites with 17 million unique visitors.

DAY 1 ‘SOCIAL’ BREAKOUTS

5:30 pm - 7:00 pm
Best of San Francisco Cocktail Networking Reception
Exhibit Hall: Pacific Concourse D-O

Sponsored by: 

END OF DAY 1

  Wednesday, Dec. 11

7:30 am - 8:15 am
Continental Breakfast (in the Exhibit Hall)
Exhibit Hall: Pacific Concourse D-O
Start your morning right with a coffee and breakfast courtesy of sponsor PaperG.

Sponsored by: 

8:30 am - 8:45 am
BIA/Kelsey Conference Report Card: The Takeaways
Which brands, technologies, services and business models are really making an impact on local? BIA/Kelsey CEO Tom Buono will be joined by Kathy Haley, publisher of NetNewsCheck and TVNewsCheck, to review Day 1 of LEADING IN LOCAL: Interactive Local Media, and help tee up Day 2.

8:45 am - 9:15 am
The Essential Link Between Tech and ‘Local’ Engagement
KEYNOTE: Gavin Newsom, Lt. Governor, California

Technology has proved to be a major driver of local commerce, services and civic life. California Lt. Governor (and ex San Francisco Mayor) Gavin Newsom has deeply integrated tech initiatives into his vision of local civic life. In his recent book Citizenville, the Lt. Governor highlights top sites that have made an impact on “local” and what really works. We’re proud to have the Lt. Governor, representing the tech powerhouse of California, kick off Day 2 of LEADING IN LOCAL.

9:15 am - 9:45 am
Startup Success in Local: Lessons of the Highly Motivated
KEYNOTE: Christopher M. Schroeder, Author, Startup Rising

At some point, everything was a startup. What leads to success? Ex-Washington Post Digital and Health Central leader Christopher M. Schroeder, in his powerful new bestseller, Startup Rising, provides deep insight into the development of commerce and vertical and local services where highly motivated people find success—in this case, the Middle East. Lessons from Startup Rising offer direct analogies for local services and startups around the world. (BIA/Kelsey will provide copies of the book to conference attendees on a first-come basis).

9:45 am - 10:15 am
From National to Local – Winning Mobile/Local Strategies
National media companies have a growing stake in “localizing” their ad inventory and content. For many of them, Mobile is the key channel as they work to reach local audiences in the right frame of mind. We’ll get insights into this critical area from leaders in the top mobile initiatives working with many of the top retail and service brands.

10:15 am - 10:30 am
YAHOO UPDATE: Amit Kumar, VP & Head, Yahoo Small Business, Yahoo

Under the direction of CEO Marissa Mayer, Web giant Yahoo is making dramatic moves in the local and SMB arena. Kumar leads the way in these areas and will share insights into Yahoo’s thinking and industry trends, with a special focus on marketing innovation, closing new customers and utilizing web-based solutions.

10:30 am - 11:00 am
Networking Break

Sponsored by:  

11:00 am - 11:20 am
Focusing on the ‘Blurry’ World of Local SMB Services
KEYNOTE: Patrick Barry, CMO, Demandforce (Intuit)

The “blurry” world of local SMB services is moving quickly towards a single click or connection point. This is the essential vision that drove Intuit to buy Demandforce in 2012 for $438 million, and the natural evolution of a space that must integrate applications, workflow data, scheduling, inventory, work status and networks. Demandforce CMO Patrick Barry shares his insights into what’s next – and what you need to know.

11:20 am – 12:00 pm
Local Online Video: Anchoring the Next Wave
It’s more than YouTube. It’s more than Netflix streaming. It’s more than “selfies.” And in the end, it may rival the old days of broadcasting. At the local level, online video has come back in a big way as a marketing channel for local businesses, and to complement broadcasters and other traditional media leaders. A rich picture of local revenue and engagement opportunities will be presented during this unique session.

12:00 pm - 1:15 pm
Networking Lunch in the Exhibit Hall
Exhibit Hall: Pacific Concourse D-O

Sponsored by:  

1:15 pm - 1:45 pm
Creating the ‘Perfect’ Local Sales Organization
KEYNOTE: Mark Roberge, Chief Revenue Officer, Signals

Local marketing success in today’s environment is all about integrating different marketing channels, and systematically perfecting local sales organizations. Signals CRO Mark Roberge, who earned the Patrick McGovern Award for his contributions to entrepreneurship at MIT, has made a science of marketing and sales organizations. Widely quoted in national media and one of our highest rated speakers, Roberge shares his deep and practical insights with ILM attendees during this keynote address.

1:45 pm - 2:05 pm
KEYNOTE: Koka Sexton, Sr. Social Marketing Manager, LinkedIn

The buyers and sellers landscape is going through a significant change. Buyers are more knowledgeable about the products and services they purchase, and sellers have more resources and technology available to communicate with prospects. Koka Sexton, who leads the social marketing efforts for LinkedIn Sales Solutions is at the forefront of this change and is going to share with us best practices and strategies to leverage social selling tools to build more meaningful connections.

2:05 pm - 2:30 pm
Social-Local: Boosting Sales and Engagement
More and more local companies understand the key role that social media plays in boosting their sales and engagement with customers. Facebook, LinkedIn, Twitter, Pinterest, blogs and other social media have gone from being fun things to do to being deeply integrated into local marketing campaigns. What are some of the key triggers for social media conversion, and how can they be specifically applied by local and vertical companies? Where are the revenue opportunities?

2:30 pm - 3:00 pm
Networking Break

Sponsored by:  

3:00 pm - 3:45 pm
Applying Big Data to Local (and Winning)
Big data has made local marketers smart in their application of everything—from news stories to social posts to maps. What are the best practices for applying big data? And when does it work best at the local level? We’ll talk to leading innovators in the use of big data.

3:45 pm - 4:45 pm
SuperForum: The New Local Search
Local search has taken off in multiple directions, driving commerce and engagement for merchants via enhanced listings, maps, video and even store inventory. The cutting edge in search issues and techniques will be explored during this key session.

4:45 pm - 5:30 pm
Future Stars: The LOCAL Liftoff Awards
Local’s best and brightest “Future Stars” will compete for BIA/Kelsey’s coveted LOCAL Liftoff Awards, the preeminent awards for local digital media and marketing startups. BIA/Kelsey’s Shark Tank-style awards with our hand-picked judge makes it fun, smart and educational too.

5:30 pm - 7:00 pm
Best of San Francisco Cocktail Networking Reception
Exhibit Hall: Pacific Concourse D-O

Sponsored by: 

END OF DAY 2

  Thursday, Dec. 12

7:30 am - 8:15 am
Continental Breakfast (in the Grand Ballroom Foyer)
Grand Ballroom Foyer – Ground Level
Start your morning right with a coffee and breakfast courtesy of sponsor OrangeSoda.

Sponsored by: 

8:30 am - 8:45 am
Traditional Media and ‘The New Stuff’
What’s a traditional media owner to make of all ‘the new stuff’ at LEADING IN LOCAL: Interactive Local Media? What can they leverage, and what represent the best opportunities going forward? Radio Ink Publisher Eric Rhodes, a leading voice for progressive radio, gives his take on “the new stuff” and introduces new areas for the radio industry, such as “the connected car.”

8:45 am - 9:15 am
Evolving to the ‘True’ Local Commerce System
KEYNOTE: Sean Smyth, SVP, Partnerships, Groupon

Groupon and the deals ecosystem it spawned has been one of the biggest success stories in local. The company is now evolving to a broader and deeper set of ecommerce and transactional relationships with its merchants and consumers. Veteran local leader Sean Smyth (ex-Tribune) is running Groupon’s outreach, and will provide insights into the company’s powerful impact and new directions.

9:15 am - 10:00 am
‘Transaction Marketing’: Adding Loyalty to the Local Mix
Local marketing has moved beyond a sole focus on new customer acquisition to also focus on customer loyalty and engagement. Using credit card registration and point-of-sale integration techniques, leaders in the space have found new ways to engage with millions of local customers and merchants.

10:00 am - 10:15 am
Networking Break

Sponsored by:  

10:15 am - 11:00 am
The New World of Leads: Collaborative Consumption, Digital WOM, et al
Need to hire a limo? Rent an apartment? Get a painter? “Collaborative consumption” and digital word of mouth have taken interactive local media by storm, with new verticals and players coming on the scene to leverage a now common formula: put out a listing, get rated and reviewed, and buy. Several of the best and brightest will provide insights into the ins and outs of collaborative consumption.

11:00 am - 11:15 am
The Path to Purchase: A Conversation with Telmetrics
Consumers are finding multiple “paths to purchase” in a multi-screen world. Telmetrics has been a leader in tracking these paths, CEO Bill Dinan is set to share valuable insights into best practices in influencing local conversions.

11:15 am - 12:00 pm
SuperForum: Focus on Calls: The Real Local Currency
Web and mobile search continue to develop as places where high-intent consumers find local businesses. This is driving lots of call volume –- especially in mobile search where the device itself is also a phone. Meanwhile, SMBs cite phone calls as their most valued lead source according to BIA/Kelsey research. During this session, leading experts discuss the best way to use Web and mobile channels to spur, manage and track calls to optimize inbound marketing.

Mapping the Call Monetization Genome: Marchex’s CallDNA
Marchex’s recently launched CallDNA product represents an important area of call monetization: effectively tracking and measuring call quality. This is reaching all new levels in the age of big data. We’ll talk to Marchex’s Ziad Ismail about the drivers and dynamics of CallDNA. This will include a demonstration and discussion about what the company is doing, seeing, building, and what it all means for the call monetization opportunity.

Best Practices in Call Tracking, Measurement and Monetization
Our SuperForum will culminate in a grand finale of leaders in the space to discuss what they’re each doing to capture the call monetization opportunity. What is the addressable market, what are the challenges in reaching it, and what are they each building to tackle it? We’ll go deep on best practices and actionable learnings with these industry leaders.

12:00 pm - 12:15 pm
The BIA/Kelsey Takeaways
BIA/Kelsey analysts, joined by special guests, will review the new developments coming out of LEADING IN LOCAL and their impact on interactive local media. This promises to be a great “cheat sheet” for all attendees.

END OF CONFERENCE