LSA16 Agenda

Sunday, March 6

  • 7:15 a.m. - 2:00 p.m.

    Golfing Excursion Available

    TPC Harding Park

Monday, March 7

Note: Monday is the official conference kick-off - all attendees required to wear name badges to all events.

  • 11:00 a.m. - 7:00 p.m.

    Registration Desk and Information Open

    Georgian Foyer

  • 12:30 p.m. - 3:00 p.m.

    10 Fundamentals for Successful Sales & Service Organizations ("Leading Leaders") Workshop

    Elizabethan Room D

    This well-reviewed workshop will explore a variety of “best practices” among top performing sales organizations. It's geared towards executives who manage sales managers. In other words, if you lead a sales team, you will not want to miss this event.

    • G.A. Bartick

      G.A. Bartick
      R3 Consultants

    • Adam Shaivitz

      Adam Shaivitz
      Founder and President
      Accelerate Performance

  • 2:00 p.m. - 3:00 p.m.


    Elizabethan Foyer

    Sponsored by:

  • 2:30 p.m. - 4:00 p.m.

    CMR Roundtable

    Elizabethan Room A

  • 4:00 p.m. - 4:40 p.m.

    Facebook, Local Monetization and Measurement

    Grand Ballroom

    With 80% of ad revenue coming from mobile devices and well over a million SMB advertisers, Facebook is placing increasing emphasis on location. Joseph Devoy will discuss Local Ads monetization and offline measurement for both national and small business advertisers.

    • Joseph Devoy

      Joseph Devoy
      Product Manager

  • 4:40 p.m. - 5:00 p.m.

    Constant Contact: Automated Facebook Ad Creation with Email

    Grand Ballroom

    Late last year Constant Contact and AdRoll became the first Facebook Small Business Solutions Partners. This reseller program enables technical integration with Facebook advertising. In the Constant Contact case email campaigns are automatically converted into Facebook Ads. Douglas Thompson will demo the integration and discuss the early results the company is seeing.

    • Douglas Thompson

      Douglas Thompson
      Sr. Director, Business Development
      Constant Contact

  • 5:00 p.m. - 5:45 p.m.

    Google, Eddystone and the Future of Location

    Grand Ballroom

    Google Director of Engineering Chandu Thota will discuss the various ways in which location and location data fit into Google’s overall product development and thinking about the future.

    • Chandu Thota

      Chandu Thota
      Engineering Director

  • 5:45 p.m. - 7:15 p.m.

    Expo Hall Open

    Colonial/Italian Rooms

  • 5:45 p.m. - 7:15 p.m.

    Opening Cocktail Reception - "The Streets of San Francisco"

    Colonial/Italian Rooms

    Sponsored by:

    Entertainment Sponsored by:
    Thrive Analytics

Tuesday, March 8

  • 7:30 a.m. - 5:00 p.m.

    Registration Desk and Information Open

    Georgian Foyer

  • 7:30 a.m. - 6:30 p.m.

    Expo Hall Open

    Colonial/Italian Rooms

  • 7:30 a.m. - 8:30 a.m.


    Colonial/Italian Rooms

    Sponsored by:
    Fairway GroupDSG

  • 8:30 a.m. - 5:00 p.m.

    General Session

    Grand Ballroom

    Sponsored by:
    Yellow Pages

  • 8:30 a.m. - 9:00 a.m.

    Welcome & State of the Association

  • 9:00 a.m. - 9:40 a.m.

    State of the Local Industry

    LSA presents video interviews with local media executives from around the country about the top issues, challenges and opportunities in local. Our on-stage panel of local leaders adds their own views and debates issues presented in the videos.

    • Julien Billot

      Julien Billot
      President & CEO
      Yellow Pages Digital & Media Solutions

    • Norm Hagarty

      Norm Hagarty
      CEO & Managing Partner
      DAC Group

    • Manish Patel

      Manish Patel

    • Sharon Rowlands

      Sharon Rowlands

  • 9:40 a.m. - 10:10 a.m.

    A Conversation with Jonathan Swanson, Co-Founder & President, Thumbtack

    A conversation with Thumbtack Co-Founder and President Jonathan Swanson about the company’s founding and growth and how Thumbtack acquired more than 200,000 paying SMB customers with no sales force.

    • Jonathan Swanson

      Jonathan Swanson
      Co-Founder & President

  • 10:10 a.m. - 10:40 a.m.


    Colonial/Italian Rooms

  • 10:40 a.m. - 10:50 a.m.

    Ad to Action Videos

  • 10:50 a.m. - 11:20 a.m.

    What does the Data Say about Churn?

    Google presents its latest research on small business advertiser churn, followed by a discussion of this still-pressing challenge.

    • Kristin Coit

      Kristin Coit
      Head of Partner Acceleration, Channel Partnerships NA

  • 11:20 a.m. - 12:00 p.m.

    Avoiding PPC Fails – Best Practices & Lessons Learned

    What are the most common local PPC mistakes repeatedly made? And how can marketers improve efficiency and success whether handling PPC in-house or through a managed service?

    • Ben Gibson

      Ben Gibson
      Global Managing Director
      AdMax Local

    • Brad Petersen

      Brad Petersen
      SVP, Business Development

    • Marc Poirier

      Marc Poirier
      CEO and Co-Founder

    • Nate Young

      Nate Young
      Director, Business Development

  • 12:00 p.m. - 12:30 p.m.

    How ReachLocal Boosted Retention by 50% in 12 Months

    ReachLocal’s investments in client service have led to significant improvement in advertiser retention. By putting client experience at the center of every interaction, the company was able to boost retention by 50% in 12 months. ReachLocal’s Director of Strategic Client Services will explain the changes and how they impacted the company's bottom line.

    • Katrina Witherspoon

      Katrina Witherspoon
      Director Strategic Client Services

  • 12:30 p.m. - 1:30 p.m.


    Colonial/Italian Rooms

    Sponsored by:

  • 1:30 p.m. - 1:40 p.m.

    Ad to Action Videos

  • 1:40 p.m. - 2:20 p.m.

    Phones, Data & DIY – The Next Phase of Local Sales

    The old sales models are fading. Profit margins are insufficient to sustain a traditional salesforce. But telephone sales can be ineffective. How can local media resolve the challenge of breaking through the sales clutter? What’s the role data can play and what’s the outlook for inbound sales and SMB ad buying?

    • Richard Maraschi

      Richard Maraschi
      VP, Marketing Products

    • Elise Neel

      Elise Neel
      Chief Revenue Officer

    • Andrea Parker

      Andrea Parker
      Sr. Content Marketing Manager
      G/O Digital

    • Neal Polachek

      Neal Polachek
      Board Advisor

    • Jeff Tomlin

      Jeff Tomlin

  • 2:20 p.m. - 3:10 p.m.

    The Eye of the Funnel – Redefining the SMB Product Suite

    For years local marketing providers have offered an evolving list of products: websites, SEO, social media, search, reputation, video and so on. Has this approach now run its course? Do we need a dramatically different framework for building and selling SMB marketing products and services?

    • Bernadette Coleman

      Bernadette Coleman
      Advice Local

    • Brad Kime

      Brad Kime
      SVP Business Development

    • Ziv Koren

      Ziv Koren

    • Dan Tyre

      Dan Tyre

  • 3:10 p.m. - 3:40 p.m.

    A Conversation with Geoff Donaker, COO, Yelp

    A conversation with Yelp COO Geoff Donaker about the state of Yelp, its evolution as a business and where he believes the local market is going over the next several years.

    • Geoff Donaker

      Geoff Donaker

  • 3:40 p.m. - 4:00 p.m.


    Colonial/Italian Rooms

  • 4:00 p.m. - 4:05 p.m.

    Jeff Hoyer Tribute

  • 4:05 p.m. - 4:10 p.m.

    LSA Bootcamp Video

    Video interviews with small business owners from LSA’s recent digital bootcamp in Austin, Texas.

  • 4:10 p.m. - 4:45 p.m.

    SMBs Live: What Do Small Business Owners Really Want?

    A live panel of local business owners discusses their attitudes toward digital marketing, their challenges and what they’d really like to see from marketing services providers.

    Store Front

  • 4:45 p.m. - 5:00 p.m.

    Ad to Action Winners Announcement

  • 5:00 p.m. - 6:30 p.m.

    Cocktail Reception

    Colonial/Italian Rooms

    Cocktails Sponsored by:
    Media Distribution Solutions

    Photo Booth Sponsored by:

Wednesday, March 9

  • 7:30 a.m. - 4:00 p.m.

    Registration Desk and Information Open

    Georgian Foyer

  • 7:30 a.m. - 4:00 p.m.

    Expo Hall Open

    Colonial/Italian Rooms

  • 7:30 a.m. - 8:30 a.m.


    Colonial/Italian Rooms

    Sponsored by:
    Fairway GroupDSG

  • 8:30 a.m. - 4:00 p.m.

    General Session

    Grand Ballroom

  • 8:30 a.m. - 9:00 a.m.

    Google 10X Thinking - Revolution not Evolution

    There’s thinking big and then there’s “10X Thinking.” It asks, “How would you improve this by a factor of 10, rather than just incrementally?” It’s about revolution instead of evolution. Google’s Ben Wood explains Google’s 10X concept and how it permeates the company’s culture and product development.

    • Ben Wood

      Ben Wood
      Director of Channel Sales Americas

  • 9:00 a.m. - 9:30 a.m.

    MapQuest – Revitalizing Culture to Revive a Brand

    MapQuest was the mapping leader until it fell into a period of neglect. Now the company is reinvesting and revitalizing the brand. MapQuest GM Brian McMahon and CMO Brad Maglinger discusses how the company is bringing back the product and how its internal culture is critical in that effort.

    • Brad Maglinger

      Brad Maglinger
      CMO, Head of Product

    • Brian McMahon

      Brian McMahon
      SVP & GM

  • 9:30 a.m. - 10:20 a.m.

    The Loyalty Switch

    Author, researcher and loyalty expert James Kane provides a deep dive on loyalty and its underlying elements. Kane will discuss ways to make anyone loyal to you or your organization. He will also explain the science behind true loyalty and human relationships.

    • James Kane

      James Kane
      Researcher & Author

  • 10:20 a.m. - 10:50 a.m.


    Colonial/Italian Rooms

  • 10:50 a.m. - 11:30 a.m.

    Attribution Revolution: the New Location Analytics

    The click is dying and 2016 is the year that offline/location analytics go mainstream. This session explores the state of the art in location analytics and explains why all publishers, platforms and agencies will need to be able to demonstrate offline impact and optimize against real-world actions such as store visits and in-store sales.

    • Dorothee Bergin

      Dorothee Bergin
      VP, Programmatic Partnerships

    • Mike Harkey

      Mike Harkey
      VP, Business Development

    • Jason Uechi

      Jason Uechi
      Director, Engineering and Data Science
      YP Mobile Labs

  • 11:30 a.m. - 12:00 p.m.

    Beacons, Loyalty and SMBs

    How will beacons and other location analytics impact the small business market? Will these become essential tools to prove value to small business customers?

    • John Mazur

      John Mazur
      Executive Vice President

    • Raj Nijjer

      Raj Nijjer
      VP, Community

  • 12:00 p.m. - 12:20 p.m.

    Connected Cars – the Next Great Marketing Platform

    ThinkNear’s Loren Hillberg argues the “connected car” will become a new platform that offers marketers important new opportunities to reach consumers and will ultimately become “a medium on par with TV and mobile in terms of time spent.”

    • Loren Hillberg

      Loren Hillberg
      President & GM

  • 12:20 p.m. - 1:20 p.m.


    Colonial/Italian Rooms

  • 1:20 p.m. - 1:50 p.m.

    Virtual & Augmented Reality: The Local Angle

    With affordable consumer hardware the era of Virtual Reality has arrived. Microsoft, Magic Leap and others are also developing Augmented Reality experiences. How will these complementary but different technologies play out? Our panelists offer demos and provocative insights into VR + AR and how they could broadly affect local marketing.

    • Christine Cline

      Christine Cline
      VP, Marketing

    • Nathan Pettyjohn

      Nathan Pettyjohn

  • 1:50 p.m. - 2:20 p.m.

    Virtual Assistants and A.I. Will Change Search – Forever

    The ways consumers interact with “search” is changing. The rise of voice UIs, predictive search, virtual assistants and artificial intelligence will forever change how we interact with devices and what they do for us – with all kinds of concrete marketing implications.

    • Mark Slater

      Mark Slater
      Founder & CEO

    • Manpreet Singh

      Manpreet Singh
      President & Co-Founder

    • Kelly Thomas

      Kelly Thomas
      Director of Bing Channel Partner Sales

    • Timothy Tuttle

      Timothy Tuttle
      CEO & Founder

  • 2:20 p.m. - 2:35 p.m.


    Colonial/Italian Rooms

  • 2:35 p.m. - 3:05 p.m.

    NPS Data: What It Means for You & the Market

    Alignable CEO Eric Groves discusses his company’s collection of NPS data on SMB marketing services providers. He’ll then compare scores in a market segment and look at the changes over time for one major player. Finally he'll unpack the rankings and explore the broader implications of these scores becoming readily available to local merchants.

    • Eric Groves

      Eric Groves

  • 3:05 p.m. - 3:35 p.m.

    Winning the Customer in a World of Commodity Marketing Services

    This panel discussion will explore what differentiates marketers and platforms in an era where everyone’s products sound the same. How can companies with similar products and pitches stand out? What are some of the major lessons learned and best practices that must be employed in an intensely competitive local market?

    • Benu Aggarwal

      Benu Aggarwal
      President & Founder
      Milestone Internet

    • Steve Hibberd

      Steve Hibberd
      Co-Founder & CEO
      Tiger Pistol

    • Faith Murphy

      Faith Murphy
      Director, Channel Management

    • Alain Stephan

      Alain Stephan
      SVP Customer

  • 3:35 p.m. - 4:00 p.m.

    The LSA Local Feud

    This game show inspired session will ask two teams from the audience to match wits and knowledge of the local market based on a survey of 100 small business owners. Winners will receive fabulous prizes.

    Contestants: Kelly Benish (BIA/Kelsey), Andy McMahon (MapQuest), Nick Neels (Location3 Media), Ted Paff (Customer Lobby), Blair Vincent (Telmetrics), Gabrielle Williams (G/O Digital)

    LSA Local Feud

  • End Of Conference