Hear panelists compare four major efforts to create large national networks of hyperlocal (town-sized) Web sites. To be discussed: per-site profitability; the advantages and disadvantages a scaled network has over small independent, publishers; the benefits and challenges of a uniform platform serving individual communities; how scale can be used to support larger, national sites; how scale can be used to leverage advertising (and take large, national advertisers local); the challenge of ensuring content standards across many sites; and the potential backlash from indie publishers.
Marketers, merchants and publishers can eliminate waste in their marketing and deals strategies (and budgets) with better understanding of how to target and capture the right consumers with the right pitch at the right time. Makers of mobile apps have developed increasingly sophisticated methods for figuring out the motivations of individual people within the direct proximity of local merchants. Solutions providers talk about their approaches to making this work.
The classic daily deals model pioneered by Groupon and LivingSocial has taken a lot of flak in recent months. Many merchants claim deal buyers don’t become repeat customers, and the glut of deal companies has led to a shakeout and consolidation in the market. This panel will look at models that are taking the daily deals a step further; margin pressures from merchants; recent moves by major players in the space; and what online deals will potentially look like in five years.
by Ezra Kucharz
The history of online hyperlocal content plays is littered with countless unsuccessful (if sometimes beloved) projects. There has always been a passion to create information portals that are directly relevant to small geographic areas, but for various reasons they have often not worked out as businesses. This panel will look at a few notable projects that failed, and try to discern lessons that might inform current publishers trying to make hyperlocal work.
The check in isn’t “dying” but it’s certainly morphing as it finds new ways to deliver value and become more mainstream. This panel will look at what the check-in behavior is all about; what motivates users to announce their location, and how this behavior will be normalized and monetized. Representatives from major check-in services discuss the ways they are helping make their products a useful trigger for deals and for targeted hyperlocal content and campaigns.
Jeff Jarvis interviews Foursquare’s Evan Cohen
Street Fight’s expanded definition of “hyperlocal” includes small-radius content producers, location-based services, and daily deals companies. But more and more it seems like these different digital services aimed at local merchants are converging — taking pieces from one another and “baking” geo-location, quality content and deals into each other. This panel will look at how different elements are combining to provide digital marketing value for merchants and brands.
The past 2000 years have given birth to a spectrum of retail concepts — from the market bazaar to Main Street and all the way through to the Big Box. Yet none of these concepts have truly revolutionized the consumer/retailer dynamic. Until now. Location-based mobile services are forever changing the way brands, retailers and consumers attract, interact and transact. This panel will look at different ways that retail marketers are harnessing the power of these new hyperlocal tools to drive trust, sales and loyalty to their brands.
This session will include three short presentations from publishers who have used their platforms to derive revenue outside of the almighty CPM. Each will describe the concepts behind their strategies, and give concrete case studies.
by Jonathan Butler, Ann Baldinucci, Doug Heddings and Phil Thomas Di Giulio
You can’t get any more local than the place you live. Has the real estate business set an example for hyperlocal publishers or failed to capture an opportunity that was theirs for the taking? These panelists will discuss examples of success in bringing value to real estate advertiser, prospective buyers, and enthusiasts through dynamic sites, cutting edge services and an understanding of the hyperlocal real estate ecosystem.
The key to starting a small hyperlocal site from scratch is thinking about it as a business as well as a journalistic enterprise. While many standalone small-radius news sites have struggled, there are also quite a few that have developed solid, sustainable ad-supported models to cover their communities. Here are a few different perspectives from the front lines, including details about how to get a community site off the ground, how to develop relationships with local merchants, and how to bring them value.
This series of short presentations will highlight new ways that companies in the hyperlocal space are engaging local advertisers and consumers.
A number of major hyperlocal experiments have launched in New York City first, testing their concept in the five boroughs before moving on to the rest of the country. Hyperlocal is about understanding how to capture local ad markets anywhere, so what makes New York such a fertile proving ground for these types of businesses? Panelists will look at why the city is such a popular testing ground for hyperlocal, and how these companies transition their concepts into towns and neighborhoods across the country.
As we approach 2012, hyperlocal sites and networks around the country are gearing up to leverage their content and attract the huge windfall of political advertising (both local and national). Hyperlocals can be particularly attractive advertising targets for national campaigns as politicians try to influence very specific segments of the national conversation to turn key districts. This panel will look at how major players are positioning themselves to respond to this, and political strategists will talk about how important hyperlocal advertising could be in deciding who will be our next president.
25th–26th October 2011