Welcome Day 1 Day 2
Pre-Conference Welcome, Monday, May 16, 2016

BIA/Kelsey ENGAGE will kick off the eve of the conference on Monday, May 16, with pre-conference networking events – Women LEADING IN LOCAL and our Welcome Cocktail Reception.

2:00 pm
Conference Registration Desk Opens

Refreshments by: Infogroup Data Licensing

4:00 pm
Women LEADING IN LOCAL Reception
Networking Session for Women Attendees

What better way to pre-con than at Women LEADING IN LOCAL reception. Women attendees of BIA/Kelsey ENGAGE are invited to enjoy this quality networking time that’s all their own. Hear from special guest speaker Nancy A Shenker, Publisher of sheBOOM.com from Booker and Founder/CEO of theONswitch marketing, who will give career advice for 20-30-40 somethings, as well as show the busy women of “local” her problem solving technique in under 20 minutes. For women who have no time, Nancy’s advice could be life changing! Come and engage with our speaker and other top women in local.

Sponsored by: Advice Interactive

Nancy Shenker

Nancy Shenker
Publisher, sheBOOM.com from Booker

5:00 pm
Welcome to Austin Networking Reception

Enjoy a taste of Austin's music and culinary delights while networking with local's in-crowd.

Sponsored by: Mono Solutions

Tuesday, May 17, 2016
7:30 am
Austin Startup Community Tour at Capital Factory
An Authentic Texas Breakfast, Tours, & Demos from Austin's Top "Local" Focused Startups

Austin’s tech community is thriving and we’re going to the heart of its innovation at Capital Factory, home to 100 Austin startups. We’ll hear from leading local-oriented companies and enjoy breakfast hosted by Austin’s OwnLocal. (Capital Factory is 4 blocks from the conference hotel and its 16th floor space has the best 360 degree views of downtown). RSVP required. Email nkaras@biakelsey.com to reserve your seat.

Sponsored by: OwnLocal

7:30 am
Sponsored Breakfast

Join our sponsors for conversation and a continental breakfast.

Sponsored by: Acxiom

9:30 am
BIA/Kelsey ENGAGE's Best Practices for the Local Commerce Universe

What is "success" in the in the Local Commerce Universe? The BIA/Kelsey analyst team launches BIA/Kelsey ENGAGE with a rousing review of successful practices covering everything from sales structures to lead generation, churn reduction and much more. Best practices will be the outcome of a research effort by BIA/Kelsey and will include crowdsourced submissions (tweet your submissions using #LCUbest and #BIAKengage) from members of the LCU community. This session alone will be worth the price of admission.

Michael Boland

Michael Boland
Chief Analyst and VP of Content, BIA/Kelsey

Abid Chaudhry

Abid Chaudhry
Senior Director of Industry Strategy and Insight, BIA/Kelsey

9:50 am
Headline Talk: Creating Organizations Where Great Things Happen
Featuring Steven Johnson, Author, “How We Got to Now: Six Innovations that Made the Modern World”

Steven Johnson is a big thinker on innovation and the author of nine books, including “How We Got to Now: Six Innovations that Made the Modern World,” “Future Perfect” and “Where Good Ideas Come From.” He also hosted the television series, “How We Got to Now,” which aired on PBS and the BBC. Johnson’s talk will address the importance of understanding how innovation happens and how to make it happen for you. So basically, ENGAGE is giving you a live TED talk at no extra charge. You're welcome.

 

TED Talk

BONUS: All attendees will receive free copy of Steven Johnson's book: "How We Got to Now: Six Innovations That Made the Modern World."

10:30 am
Networking Break

Sponsored by: Soleo

11:00 am
Featured Case Study: Booker
“Powerhouse Lead Gen through Content Marketing”

Booker is a master at using content marketing to drive leads and shred cost of sales and churn. Booker's content marketing ninja (and marketing VP) Jim D'Arcangelo will reveal how Booker does it. Creating great content is just the beginning. Jim will geek out on the secret sauce -- real-time personalization, predictive lead scoring and advanced account-level database profiling. And he has six months of yield data to back it all up. Catch this talk if you want to drive leads without breaking the bank. And really, who doesn't?

Rick Ducey

Rick Ducey
Moderator
BIA/Kelsey

Jim D'Arcangelo

Jim D'Arcangelo
SVP, Marketing

11:20 am
Sponsored Case Study: GotU
“An All-in-one, Result-based Approach to Digital Advertising”

This case study will make the argument that traditional digital advertising models no longer work for SMBs, using the example of a leading business directory provider that disrupted its market by implementing GotU's white-label Facebook advertising solution. You will learn how the combination of a new value proposition based on guaranteed results, and a seamless end-to-end technology suite that takes care of the entire process from sales to client management and fulfillment, are becoming a new standard in the social advertising landscape.

11:30 am
Headline Talk: Reaching the Nirvana of Mobile, Digital Transformation
Speaker: Julien Billot, CEO, Yellow Pages Limited (Canada)

Julien Billot has transformed Canada’s leading directory publisher into a digital media and marketing solutions provider. More importantly, he's turned around the company's KPIs and has it on a path to restoring customer and revenue growth. That's all a lot harder than it sounds if you know anything about the directory industry. Key to YP Canada's resurgence has been building audiences and enabling transactions across verticalized digital media. Mobile has been top of mind throughout this process. Billot will break down how it all happened.

Julien Billot

Julien Billot
Yellow Pages Limited (Canada)

 

YP Canada's Billot Talks Verticalization

12:00 pm
Networking Lunch in the Exhibit Hall (open to all conference attendees)

Sponsored by: Simpli.fi

Client Lunch (for BIA/Kelsey advisory services clients)
Featuring a Table-Side Chat with Bestselling Author Steven Johnson

BIA/Kelsey advisory services clients will have the chance to meet Steven Johnson during an informal Q&A session over lunch. Come hungry and armed with some great questions for this big thinker. RSVP required: confirm your seat at the client-only lunch by emailing conferences@biakelsey.com.

1:30 pm
Headline Talk: The Authenticity Age: Be Real or Be Replaced
Speaker: Joah Spearman, Co-Founder and CEO, Localeur

Austin-based Joah Spearman is a writer, marketer, social media evangelist, entrepreneur and all around cool guy. He turned fashion into one of the creative pillars of South by Southwest. He was a political speechwriter. He's advised major companies on making their brands relevant to young consumers. And he co-founded Localeur, a user-driven community that shares authentic local experiences. Joah and his co-founders have built Localeur to more than one million users and national recognition on a shoestring. Joah's talk will focus on helping brands and marketers connect with millennial consumers. (Pro tip: You need to evolve your thinking about what makes millennials tick). Joah will share important lessons and perspective on making your products, stories and experiences resonate with a generation of users who value authenticity over all other attributes.

Joah Spearman

Joah Spearman
Localeur

 

Hear preview of what Joah will say at BIA/Kelsey ENGAGE.

2:00 pm
Headline Talk: Making SMBs Visible in a Multi-screen World
Speaker: Jeff Biesman, Vice President, Customer Acquisition and Retention, YP

Today's on-the-go, fast moving local consumers search across devices and consult multiple sites and apps before deciding where to spend their money. This has left many small business owners dizzy and confused. Too many SMBs struggle to keep up with the latest digital technology and the best methods for reaching mobile consumers. And they are often lost when it comes to gauging success. It’s Jeff Biesman's job to figure out what it takes to genuinely help local businesses build an effective digital footprint. So it's no surprise he has a strong viewpoint on what it takes to get it right.

 

Conversation with YP's Jeff Biesman.

2:30 pm
Featured Case Study: Outfront Media and xAd
“Bringing Billboards to Life with Geo-Fencing”

How can two very different media – outdoor and location-based advertising -- combine to drive value to local businesses? Outfront Media and xAd built a campaign combining out of home with geo-fencing to drive engagement for four franchise-owned Pandora Jewelry stores in Miami. This case study will offer best practices for forging cross-media partnership as well as using new technologies to re-invent traditional media formats.

Elina Greenstein

Elina Greenstein
Senior Partner Developer - Channel, xAd

2:50 pm
Sponsored Case Study: Timify

It's well understood that technologies are generating new business models, but what is driving significant change in the consumer industry? This session examines the most driving trends and how they are impacting the service industry. Attendees will be offered full insight into HEROLD, one of Europe’s leading service directories, and how TIMIFY's online appointment booking system is meeting a core demand for service directories and their SMBs.

3:00 pm
Special announcement from Bernadette Coleman, CEO Advice Local
3:05 pm
Networking Break

Sponsored by: OwnLocal

3:30 pm
Headline Talk: Wile E. Coyote Syndrome: Or Why We Can't Catch a Roadrunner
“Misplaced faith in technology and an unwillingness to invest in quality are destroying media companies around the world.”

Jeremy will discuss getting back to the basics of building subscriptions, creating quality products, and generating value for readers, viewers, listeners, and, yes, even advertisers... hopefully, before you fly an ACME rocket powered anvil off a cliff.

Jeremy Mims

Jeremy Mims
OwnLocal

4:00 pm
MEDIA TRANSFORMATION CASE STUDIES (Presented with the Local Media Association)
“Which is Easier, Transforming a Legacy Media Company or Turning a Battleship Around in a Canal?”

The title may be a little glib, but the challenge is real. The Local Media Association has organized a mini workshop on what it takes to effect genuine change in organizations that are known to resist it.

Local Media Association President Nancy Lane will open with her take on the hottest trends in the local media industry before introducing two speakers with in-depth case studies on what it take to drive successful change at legacy media organizations.

Propel Marketing CEO Peter Newton is in the middle of driving parent company GateHouse Media's transformation. Propel Marketing is GateHouse's digital agency, now with $48 million dollar in revenue and 210 dedicated employees (not counting the hundreds of traditional reps that also sell its products). Propel has also launched a major events division that will focus on both virtual and live events.

Victoria Advocate Publisher Dan Easton launched Advocate Digital Media a few years ago and now has more than 20 people working in an environment separated from the legacy newspaper company. Advocate Digital Media is profitable and growing with a focus on agency services, native advertising, video and more.

Nancy Lane

Nancy Lane
Moderator
Local Media Association & Local Media Foundation

Dan Easton

Dan Easton
Victoria Advocate

Peter Newton

Peter Newton
Propel Marketing

5:00 pm
"Pitch Me" - The BIA/Kelsey SMB Pitch Competition

Time to get real. Your product pitch may sound great to colleagues, partners, investors and others who speak the language of local commerce. But how well does it resonate with a real live small-business owner? We'll challenge a select group of companies to make their pitch to a panel of small businesses. The pitch that best clicks with the panel wins the steak knives.

Panelists / Pitchers
Shawn Baird


Shawn Baird

Milkmen

Lorren Elkins


Lorren Elkins

Camilyo

Jeremy Kaga


Jeremy Kagan

Pricing Engine

Judges
Greg Barr


Greg Barr

Austin Business Journal

Jimmy Hunt


Jimmy Hunt

Media Distribution Solutions

Blake Spivak


Blake Spivak

The Austin American Statesman

Mike Swartz


Mike Swartz

The Melting Pot & Eleven Plates and Wine

Moderator
Abid Chaudhry


Abid Chaudhry

BIA/Kelsey

5:30 pm
Networking Cocktail Reception

Sponsored by: Verve

Special Afterhours Party – Everyone Invited
After the networking reception ends, the evening is just getting started at The Rattle Inn and you’re invited.

Sponsored by: Media Distribution Solutions Vendasta

Rattle Inn
Rattle on over to The Rattle Inn for a fantastic evening at one of Austin’s most relaxed, fun venues. Come and enjoy live music and drinks throughout the night at a gorgeous rooftop bar, courtesy of sponsors MDS and Vendasta. All BIA/Kelsey ENGAGE attendees are invited.

END OF DAY 1

Wednesday, May 18, 2016
7:30 am
Sponsored Breakfast

Join our sponsors for conversation and a continental breakfast.

Sponsored by: Media Distribution Solutions Vendasta

8:30 am
Wednesday Kickoff

We will share highlights from Tuesday’s program, an entertaining video or two plus a special guest appearance.

Charles Laughlin

Charles Laughlin
SVP and Senior Analyst, BIA/Kelsey

Abid Chaudhry

Abid Chaudhry
Senior Director of Industry Strategy and Insight, BIA/Kelsey

8:45 am
Headline Talk: Portrait of a Lean and Mean Verticalized Sales Force
Speaker: John Allan, CEO, Sensis Pty. Ltd. (Australia)

John Allan was brought in to transform Sensis from a tradition-bound print media player into a successful digital media company. No small task. Key to meeting this challenge has been turning the company's sales model on its ear. Allan will walk through Sensis's sales transformation journey from a large deployed premise sales force into a much leaner, more agile and verticalized digital sales organization.

John Allan

John Allan
Sensis Pty. Ltd.

 

Sensis CEO John Allan on what he will address at BIA/Kelsey ENGAGE.

9:15 am
Digital Agencies – What Makes Them Tick?

Digital agencies provide high touch digital marketing services to local businesses, making them challenging competitors to large local media sellers like newspapers, broadcasters and directory publishers. Digital agencies come in all shapes and sizes. Some are product specialists, for example, and some focus on particular verticals. We've assemble a panel of digital agencies and their partners to unpack what makes digital agencies tick, and what other local media players can learn from their success.

Charles Laughlin

Charles Laughlin
Moderator
BIA/Kelsey

Jed Williams

Jed Williams
Moderator
Vendasta

Tim Carr

Tim Carr
Ordereze

Tim Johnson

Tim Johnson
FranConnect

Todd Webber

Todd Webber
Local Biz Now

10:00 am
Featured Case Study: Shoe Carnival and SIM Partners
“Closing the Loop from Search to Store”

Shoe Carnival wanted to make local offers that drew mobile “near me” searchers into their stores to buy shoes. The solution involved helping Shoe Carnival to harness the power of its location data to create contextualized content and offers to convert searchers into customers.

Jay Hawkinson

Jay Hawkinson
SVP, Client Success, SIM Partners

10:20 am
Sponsored Case Study: Acquisio

Agencies and resellers are traditionally making money from SMB business, but the PPC part of the equation has been seen as a loss leader. By utilizing machine learning algorithms, there is an opportunity to turn PPC into a profit center – onboarding new clients in seconds not hours, optimizing bids to maximize small budgets, and going after the most relevant clicks – all of which enables account managers to manage hundreds of clients each with the ability to refocus their efforts on campaign creativity. Acquisio will share findings across publishers and present global industry trends.

David Sullivan

David Sullivan
VP, Customer Success

10:30 am
Networking Break

Sponsored by: Database USA

11:00 am
Local Commerce and Messaging: It's Not Just For Millennials

Messaging apps are all the rage -- From Snapchat to WeChat to Facebook Messenger. But it's no longer just about friends messaging each other. These apps could be the next way that customers contact, converse and convert with local businesses. It's already happening overseas and a new batch of personal assistant apps (Siri, Cortana, Amazon Echo) and "chatbots" are applying artificial intelligence to automate SMB response. Learn how a new wave of companies are putting messaging to work in the Local Commerce Universe.
Additional speakers to be announced

Michael Boland

Michael Boland
Moderator
BIA/Kelsey

Ron Braunfeld

Ron Braunfeld
Pingup

 

About Chatbots and "Conversational Commerce"

11:40 am
Featured Case Study: Empyr
“Bridging the Online-Offline Gap”

Online to offline commerce is a multi-trillion dollar opportunity with 93 percent of purchases still taking place in the real world, even though many purchase decisions are made or influenced online. Empyr’s case study shows how brick and mortar business can bridge this online-offline gap for a bigger revenue opportunity.

12:00 pm
Networking Lunch in Exhibit Hall

Sposnored by: Uberall

1:00 pm
Sponsored Case Study: Acxiom
“The Power of Data Driven Results”

Many marketers have only a vague idea who their customers are. Delivering an exceptional experience takes knowing customers — not guessing who or where they are. Recently, Umbel engaged Acxiom to develop a more complete customer view for their clients. Acxiom helped Umbel enhance consumer records with comprehensive demographic data. This led to more tailored messaging, which drove a 5X return on investment (ROI) in in just the first seven days. This sponsored case study will show how a real time view of the customer can deliver better consumer experiences and ROI.

Jeff Standridge

Jeff Standridge
VP, Audience Solutions

1:10 pm
Following Leads Down the Funnel

This session will take a look at the B2B lead-generation process all the way down the funnel, from lead gen, through segmentation to conversion. Hear from speakers who’ll bring three distinct perspectives – the data provider, the app that applies the data to its target market and a sales leader who applies modern digital sales methodologies to convert leads into sales.

Charles Laughlin

Charles Laughlin
Moderator
BIA/Kelsey

Josh Braun

Josh Braun
Basecamp

Aksh Gupta

Aksh Gupta
Occasion

Mo Yehia

Mo Yehia
Sidewalk

1:40 pm
Featured Case Study: Matrix Solutions
“Using Data to Drive Sales”

This case study focuses on how a media company used data and technology to generate insights that enabled it to improve customer retention, increase the customer value index, reduce the number of churned accounts and improve deal profitability.

2:00 pm
Featured Case Study: Denny's and Yext
“Using Location Data to Drive Customer Engagement”

Denny’s , or “America’s Diner” suffered from too much familiarity among consumers. Many knew the brand but hadn’t ordered a Grand Slam Breakfast in years. This case studies looks at how Denny’s optimized its location data to drive more engagement with new customers.

Tyler Donahue

Tyler Donahue
Senior Manager, Business Development, Yext

2:20 pm
Hard Lessons - What They Don't Tell You About Sales Transformation

No one goes into sales transformation thinking it will be easy. But it can be done. Realistically, transformation is achieved through a series of small steps rather than in one fell swoop. Local sales leaders will share the successes they’ve had and mistakes they've made along the path to transformation, and the lessons learned from each. Come to learn about the steps required to successfully modernize a legacy media sales organization.

Stacey Sedbrook

Stacey Sedbrook
Moderator
BIA/Kelsey

Colleen Brewer

Colleen Brewer
Brewer & Co.

Warren Kay

Warren Kay
Under Armour

Neal Polachek

Neal Polachek
Buzzboard

Scott Pompe

Scott Pompe
Austin American-Statesman


Four Tips for Sales Transformation

Transforming ad sales from legacy media to digital isn’t easy, hence relatively low success rate for media companies selling both.

Sales expert Stacey Sedbrook will lead an expert panel discussion to explain what successful sales transformation looks like. As she explains, “It’s really a series of small steps that an organization and its people take.”

Walk away from this session ready to put actual plans to work in your business.

3:00 pm
BIA/Kelsey Analyst Lightning Round

BIA/Kelsey analysts, and a mystery guest or two, will have one minute to sound off on each of a range of hot topics in local commerce before the unforgiving buzzer goes off. Let's find out who's the most insightful, and succinct. Get ready for some fun before saying good bye!

Kelly Benish

Kelly Benish
Moderator
VP, Business Development, BIA/Kelsey

Michael Boland

Michael Boland
Chief Analyst and VP of Content, BIA/Kelsey

Abid Chaudhry

Abid Chaudhry
Senior Director of Industry Strategy and Insight, BIA/Kelsey

Charles Laughlin

Charles Laughlin
SVP and Senior Analyst, BIA/Kelsey

Mitch Ratcliffe

Mitch Ratcliffe
Senior Analyst and Digital Media Strategist, BIA/Kelsey

3:30 pm
Goodbye Reception

Enjoy a drink and a nibble on your way out.


END OF CONFERENCE

PAST ATTENDEES COMMENT ON BIA/KELSEY CONFERENCES:

Thank you @BIAKelsey for a terrific conference. It was great to meet like-minded professionals flying the flag for #smallbiz. #BIAKSMB ”

Tiger Pistol ‏@TigerPistol Oct 1

Loving #BIAKSMB conference #localuniverse”

Keisha-Maria Johnson ‏@Kmoej Sep 30 Rocky Mountain Event Center (Marriot Hotel)

It's a wrap! Cheers to @BIAKelsey for another great show. #BIAKSMB ”

Jackie Cook ‏@jackiecook21 Sep 30 Colorado, USA

It's been a great 3 days @ #BIAKSMB in Denver”

PromoRepublic ‏@Promo_Republic Sep 30

Exactly what I'm up to at #BIAKSMB, surrounding myself w/ amazing, successful people. Cause it's contagious... ”

Manpreet Singh ‏@MSinghCFA Sep 30

@BIAKelsey #localverse #BIAKSMB I want I want I want!”

scodtt Sep 29, 9:55pm via Twitter Web Client

The BIA/Kelsey Alumni Roundtable is the best info in the conference. Good stuff. #BIAKSMB ”

Jenn Thrasher ‏@JennThrasher Sep 30

Great presentation from @abidc and Mike Boland about the #Localverse during the @BIAKelsey SMB Conference #BIAKSMB”

dciandy Sep 29, 11:42am via Twitter Web Client

There's so much to say about #BIAKSMB but it's hard to do in 140 characters. If only there was some way to go longer”

Scott Yates ‏@scodtt Sep 30 Denver, CO

"Local" now has our own market graphic! Was always jealous of those enterprise marketing graphics. #localverse ”

vertm Sep 29, 10:49am via Twitter Web Client

BIA Kelsey on developments of of the #smallbiz local space #localverse very interesting summary of the market ”

MartinThePM Sep 29, 10:50am via Twitter for Android

Register with the Pre-Conference rate until May 15th!