Category Archives: Technology

Top 10 Takeaways from ILM East 2012 (and Thank You!)

ILM East 2012 took place last week in Boston, and is now one for the history books. It was definitely a fun show that really showcased the fast moving local innovations that BIA/Kelsey focuses on.

There are many learnings we can focus on as takeaways, but in the interest of good reading, how about a Top 10 list?

1- The new currencies are time, attention and clickstreams. Payments can be in pixels, Facebook mentions or points and rewards (Ted Leonsis, Vice Chair, Groupon)

2- Email is for ecommerce push; phones are for texting (Ted Leonsis, Vice Chair, Groupon)

3- Local is all about scale. And the only way to achieve scale in local is by aggregation (Jay Herratti, outgoing CEO, CityGridMedia)

4- Creating a closed loop is the path to a seamless user experience. American Express is… the acquirer, the issuer and the network. (Leslie Berland, SVP, American Express)

5- Daily deals are fun, but Big Data that combines different databases is critical for targeting users and winning loyalty (various)

6- Focus on engagement, not new customer acquisition. Loyal customers are worth 24 times more than new customers (Charlie Kim, CEO, NextJump)

7- Email fatigue is probably out there, but social media complements email, rather than kills it. They are both forms of permission marketing (Mark Schmulen, GM, Constant Contact)

8- Video is a great local medium, but offers limited inventory opportunities, and really can’t compete as a standalone with a major metro newspaper for advertising (Lisa DeSisto, VP, Advertising, The Boston Globe)

9- National brands can’t go local without a platform. Otherwise, you can’t get engagement and you’ll see high churn. (Pete Gombert, Founder and CEO, Ballihoo)

10- You can’t herd 6,000 cats and come up with a digital strategy (Adam Epstein, President, Ad Marketplace.)

ILM East 2012 Day 2 152

ILM East: NYT’s Michael Zimbalist on The Importance of Linked Data

The New York Times and other news organizations have been hampered by the short cuts of HTML and hyperlinks, but are now reclassifying to provide more structured, fluid data in a major development with massive implications, notes New York Times VP of Research Operations Michael Zimbalist, who keynoted Day 2 at ILM East. The benefits are immediate in terms of SEO, but longer term, provider richer product for consumers, notes Zimbalist.

“Information has become increasingly granular or structured,” notes Zimbalist. Each unit of content has extensive machine readable metadata about itself.” Fluid information can move more easily among machines and people.

In the case of The New York Times can now process the 300 pieces of professional content that it produces every day — a brick of compiled information — into multiple formats, including things such as personal editions and slide shows. “You are reaching underneath the databases the power the Web to do new things,” says Zimbalist.

The key is to move the surplus of names to strong identifiers that are linking to data cloud driven bymeta data. The Times, for instance is embarking on moving all its data to DBpedia, which drives Wikipedia, Freebase, which is owned by Google, and GeoNames.

To date, 29,000 names have been recontextualized for a new semantic platform – a “super librarian “ –, which includes 39 percent of people (“Edgar Allen Poe”) , 31 percent of organizations, 76 percent of locations (“Park Slope”and 14 percent of descriptions. “The future is bright for librarians,” jokes Zimbalist.

ILM East Day 2 027

Constant Contact Founder Randy Parker: ‘Stop the Fragmentation, SMBs Can’t Cope’

The arrival of Groupon and Living Social four years ago appeared to be a no money down, fail-safe way to get ahold of small business accounts. But the followup hasn’t been easy, and the race to win SMB accounts is still anybody’s to win.

In fact, there is no single “disruptive” door into the marketplace , says Constant Contact Founder Randy Parker, who has been watching the transition of SMB marketing since 1995. Parker believes the richer opportunity is in SMB platforms that plug in “presence,” social and mobile opportunities from best-of-breed providers. He’s currently trying to do that with SMBApps, a startup that he’s been incubating for a couple of years.

What you have today is a bunch of SMB solutions that typically rank below aggregators such as Google, Yelp and Twitter on search pages, he says. SMBs, to their great consternation, have to work with each platform.

Where does the “feature creep” stop? he asks. Moreover, as it gets more and more complex, Parker fears that the vendors are overwhelming their customers. Meanwhile, the severe fragmentation in the space keeps driving the costs of merchant acquisition up.

Parker says the ideal solution manages three things: an SMB’s data (such as deals and menu items), the content side, such as blogs, social media and copy points), and visual presence. The best way to “future proof” the Web is to build a single Web presence with “pre-made building blocks” for social, email, click to call buttons, delivery tabs, promotional links and mapping.

What won’t work is the extension of new platform after new platform. All that does is result in under-performing and marginalized channels, he says. Take mobile, for instance. Mobile is extremely important, and results in 1 of 3 leads, he notes. But the people pushing dedicated mobile apps for SMBs instead of universal HTML pages are “in la la land. The typical SMB may get 35 installs of their app,” he says.

Parker appears at ILM East March 26-28 on the “Local Business Success” summary panel, along with Kudzu Founder Tom Bates and Schedulicity’s Dave Galvan. You can register here.

Google Offers’ Nitin Mangtani Set to Keynote at ILM East

Here’s what we’ve been waiting to announce: Google Offers’ head Nitin Mangtani will join our great list of keynoters at ILM East March 26-28 in Boston. We believe Mangtani’s appearance marks one of the first public debuts of Google Offers, which is playing a major role in Google’s vital local strategy, along with Google Places, Google Maps and Zagat ratings and reviews.

Previously announced ILM East keynoters include Groupon Vice Chair +++ Ted Leonsis; American Express SVP of Social Media Leslie Berland; CityGrid Media CEO Jay Herratti; New York Times Research Ops VP Michael Zimbalist; and New York Magazine Digital GM Michael Silberman.

Mangtani joins Google Channel Sales BizDev Head Christine Merritt at ILM East. Merritt will provide Google’s perspective on its emergence in the local ecosystem, and the most effective way to work with Google as a partner.

The next wave of Deals is, in general, a key focus for us at ILM East, along with mobile local media, social local media, video local media, hyperlocal and locally targeted national advertising.

In addition to the keynotes from Google Offers and Groupon, we have a special Day 1 session dedicated to the next wave of deals, featuring EverSave’s Jere Doyle; Find n Save’s Christopher Tippie; Closely’s Perry Evans; and Boomtime’s Bill Bice. That session will be followed by a broader view of deals and ecommerce, which featured NextJump’s Charlie Kim; Cartera’s Jim Douglass; and Bundle.com’s Jaidev Shergill.

Other recent adds to the program include The Boston Globe’s Lisa DeSisto, who joins Boston.com VP of Digital Products Jeff Moriarty as a presenter; and MIT Sloan Associate Professor Catherine Tucker, who gives the low down on the effectiveness of local social media.

Before the show, we’re making a special trip to The Boston Globe’s R&D Lab (Limited Space, RSVP required). Or come to Andrew Shotland’s SEO for the Enterprise session, which also features SEO Expert Will Scott and Advance Digital Media VP John Denny. We’re looking forward to a great show.

Venture Capital
•David Hornik, Principal, August Capital
•Scott Maxwell, Senior Managing Director, OpenView

Mobile Local Media
• Walt Doyle, CEO, Where
• Doug McDonald, Director, dotMobi
• John Valentine, VP, East Coast, SCVNGR/LevelUp

Hyperlocal
• Merrill Brown, Principal, MMB Media
• Josh Fenton, CEO, GoLocal24
• Zohar Yardeni, CEO, Main Street Connect

Social Local Media
• Geoff Cramer, CEO, Social Made Simple
• Adam Japko, President, Digital Sherpa
• Jeff Moriarty, VP, Digital Products, Boston.com
• Mark Schmulen, GM, Social Media, Constant Contact

Video
• Juan Delgado, Managing Director, Americas, Perform
• John McIntyre, CEO, Pixelfish
• Randa Minkarah, SVP, Revenue, Fisher Communications

Deals and Promotional Ecosystem
• Bill Bice, CEO, BoomTime
• Jere Doyle, President and CEO, EverSave
• Perry Evans, CEO, Closely
• Christopher Tippie, CEO, FindNSave

Transactions
• Charlie Kim, CEO, NextJump
• Jim Douglass, EVP, Retail Advertising, Cartera Commerce
• Jaidev Shergill, CEO, Bundle

National/Brands
•Adam Epstein, President, AdMarketplace
•Pete Gombert,CEO, Balihoo
• Steve Sherfy, Local & Mobile Search, GroupMSearch
• Karl Siebrecht, President and CEO, AdReady

Elections 2012
• Andy Slater, VP, Digital Agency Sales, Katz 360

SMB Marketing
• Dave Galvan, President, Schedulicity
• Maria Kermath, Director, AT&T Ad Solutions
• Randy Parker, President, SMBApps
• Darren Waddell, EVP, Reply.com

Sign up now (and hint: reserve your room earlier rather than later).

The Super Lineup at ILM East March 26-28 (Boston)

ILM East is coming back to Boston March 26-28 with a lineup of do-ers and innovators that are transforming and re-defining the local space.

Highlights include a featured keynote from industry legend Ted Leonsis (Groupon Vice Chair/Amex Board Member/Sports team owner/AOL mastermind), along with keynotes/interviews from Jason Calacanis, Leslie Berland, Jay Herratti, Michael Zimbalist and Michael Silberman.

Other highlights of the 2 ½ day event includes a pre-conference rundown on Local search run by Andrew Shotland of Local SEO Guide; a full plate of Top BIA/Kelsey research and forecasts; a special Venture Capital panel; and innovator panels on Social, Mobile, Deals, Video and Hyperlocal (the latter co-moderated with Merrill Brown.)

KEYNOTES/KEYNOTE DISCUSSIONS
Ted Leonsis: Owner, Monumental Sports (Washington Capitals, Washington Wizards;) The Vice Chair of Groupon;, Board member of Amex, former Vice Chair of AOL; Author, The Business of Happiness
Jason Calacanis: CEO, Mahalo; Investor. Calacanis’ career has been at the cutting edge of local and social media and reflects all the big trends, from his development of The Silicon Alley Reporter to Weblogs (AOL), Mahalo, and the creation of TechCrunch50 and Launch.
Leslie Berland, Vice President, Social Strategy, American Express. Berland’s a major deal maker deeply involved in Amex’s mega FourSquare and Facebook deals.
Jay Herratti, CEO, CityGrid Media. Herratti always gets top rankings at our events. He runs IAC’s super quad of the CityGrid Media Network, Citysearch, UrbanSpoon and InsiderPages.
Michael Zimbalist, VP, Research Operations, New York Times Co. Zimbalist leads the NYT’s 12 person research unit. He’s deeply immersed in cutting edge social, mobile, tablet and video efforts.
Michael Silberman, GM, New York Magazine Silberman is the mastermind of NYMag’s development of a super set of verticals catering to the “New York state of mind.”).

FEATURED SPEAKERS
Bill Bice, CEO, SpaBoom
Merrill Brown, co-founder. MSNBC.com, Court TV
Jim Douglass, EVP, Cartera Commerce
Jere Doyle, CEO, EverSave
Walt Doyle, CEO, Where
Adam Japko, CEO, Digital Sherpa
Maria Kermath, Dir.,, New Tech & Sales Apps, AT&T Advertising Sales
Mark Josephson, SVP, AOL Local
Charlie Kim, CEO, Next Jump
John McIntyre, CEO, Pixelfish
Randa Minkarah, SVP, Revenue, Fisher Communications
Randy Parker, President, SMB Apps
Mark Schmulen, GM, Social Media, Constant Contact
Andrew Shotland, Publisher, Local SEO Guide
Andy Slater, VP, Digital Agency Sales, Katz 360
Christopher Tippie, CEO, FindNSave
Darren Waddell, EVP, Product and Corporate Marketing, Reply.com

Join hundreds of senior level local executives at ILM East for the local community’s best networking and insights. You can register here for earlier bird rates.


Internet Pioneer Ted Leonsis

Via iPad App, The Reintroduction of UT San Diego (The San Diego Union Tribune)

For newspaper publishers and newspaper readers, iPad apps tend to be nice-to-have but not especially important. Given the choice of rich newspaper apps like The New York Times and Wall Street Journal, I actually opt for the browser versions over the apps: I can see a lot more content at one glance; they’re updated more often; and they load faster.

But I’ve found that newspaper apps for “lite” newspapers much better. USA Today’s headline and short story format is perfect for the iPad. The Washington Post (not such a lite paper) has a great iPad app, too.

In early December, The San Diego Union Tribune –a truly lite newspaper but with good local news and features– also launched an iPad app. The result is vastly superior to the print and browser version of the newspaper. More than 11,000 downloads have already taken place.

The UT’s iPad launch coincides with the elevation of digital chief Mike Hodges to president and COO, and today, a rebranding of the newspaper company, which recently changed hands, to UT San Diego. The new name also does away with the dated “Sign On San Diego” city guide moniker.

An announcement on the company’s website notes that “We will now use one company name and logo on all of our media products and communications: U-T San Diego. This change marks a new era in our company’s history. It will help us unify our print and digital products under a single brand with a clear and consistent expectation of quality. SignOnSanDiego.com is now UTSanDiego.com, to match the nameplate of the newspaper and our newly released iPad app.”

Hodges, a digital real estate marketing vet prior to joining Freedom Communications and then The UT, has been responsible for several new revenue initiatives. These include a heavy emphasis on the local daily deal, bolstered by the acquisition of Discover SD, an events guide and deals platform for a younger demographic.

Hodges notes that the iPad app was specifically designed to have an entertainment orientation. “The primary time that people are looking at it is after 6 PM , when people want to lean back after dinner and watch TV. They’re often reading the App as well,” he says.

The App, designed by MindGruve Interactive, is geo-enabled for traffic and Surfline surf reports. It features a FlipBoard-like news page, along with drop down “sections” for easy access.The sections include a full graphic on the Daily Deal – it shows up very well. It also prominently highlights features that were obscured in print and on the website, including arts, photos and videos.

Notably, in an effort to keep it simple, The UT App doesn’t offer newspaper content such as comics, a television programming guide, letters to the editor, user generated content or local news – although Hodges says a major local initiative will launch in early January. Other Phase 2 items will include more in-depth, iPad-only content. It might also include more localized weather (the temperature in the San Diego region varies by as much as 15 degrees from one area to the next).

Much has been made of the iPad’s appeal for advertisers. The charter advertiser for the UT’s free phase is Cadillac. When the App goes to a premium model next quarter after an introductory period, sponsorship will be available for multiple sponsors on a premium basis.

Pricing for the App, however, is still being finalized. When it is introduced during Q1, there is likely to be an a la carte three month subscription for users who just want the App, especially those outside the San Diego area. My guess is it might be priced in the neighborhood of $5 a month. But there will also be bundles for people who want seven day delivery, or three day weekend delivery.

We’ll see whether The UT pulls the trigger on a firewall for the App. Several other publishers have announced plans to charge but haven’t done so.

New at ILM West: Google, Facebook, SoLoMo Day +++

ILM West is shaping up to be one of the great ones. Taking place Dec. 12-14 in downtown San Francisco, ILM West really reflects a sea change in local marketing from advertising to the new hybrid model of advertising and commerce (i.e. prepaid deals, reputation management, mobile app sales etc.).

We’ve made some big additions since our last update, starting with Google and Facebook. These add to the existing lineup, including our “rock stars” (Clear Channel CEO and industry legend Bob Pittman AllThingsD’s Kara Swisher, Media News Group/Journal Register CEO John Paton and Deseret Media and former Harvard Business School Professor Clark Gilbert), and major sessions on deals, offers, verticals and the whole spectrum of local trends.

We will pursue three unique angles on Google at ILM West:

1- The local efforts, under Marissa Mayer’s local team. Jeff Aguero, head of local marketing, will present on everything local, from Zagat, to Google Places, to the Big G’s new “Get Online” program for SMBs. These strategies have really developed since this summer.

2- The global reseller effort. Global Channels head Todd Rowe will engage in an in-depth conversation with BIA/Kelsey President Neal Polachek on all his efforts.

3- Google Mobile. Mobile and Local Search exec Surojit Chatterjee will provide insights into this critical area for Google as part of our All SoLoMo morning on Day 3.

We’re also going deep with Facebook at ILM West. Facebook’s new local leader Matt Idema is our afternoon keynote on Day 2, with a lot of new details and a progress report on the local and vertical strategies. On Day 1, we are also taking a special look at working with Facebook’s platform with execs from Trada, Oodle and Kenshoo Local/Social weighing in. Eager but not sure how to play with Facebook? You will be when ILM West is done.

The SoLoMo event on Day 3 itself is going to be quite the cornerstone for ILM West. Curated by the research teams from our Social Local Media and Mobile Local Media programs, SoLoMo features top line data; and indepth and fresh looks at SoLoMo implementations from leaders at Google, AT&T Interactive, Zaarly, PayPal, XAd, JiWire and AppStack (Steve Espinosa’s new project.)

You can see the full agenda here. And register here.

Remember: We are making a donation to the SF/Marin County Food Bank for all registrations that come in by Thanksgiving.