Street Fight Summit 2011 schedule

Tuesday 25th October 2011

• Opening Remarks

  At 9:00am to 9:10am, Tuesday 25th October

• Morning Keynote

  by Darian Shirazi

  At 9:10am to 9:45am, Tuesday 25th October

• In Hyperlocal Publishing, Does Size Matter?

  by Larry Kramer, Warren Webster, Carll Tucker, Rick Blair and Gary Cowan

  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.

  At 9:45am to 10:30am, Tuesday 25th October

• LBS Solutions for Publishers and Deals

  by Steven Jacobs, Eli Portnoy, Duncan McCall and Scott Hendrickson

  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.

  At 11:00am to 11:50am, Tuesday 25th October

• Daily Deals’ Next Move

  by Perry Evans, Rick Robinson, Jonty Kelt and Chad Billmyer

  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.

  At 11:50am to 12:35pm, Tuesday 25th October

• Afternoon Keynote: Ezra Kucharz

  by Ezra Kucharz

  At 1:15pm to 1:50pm, Tuesday 25th October

• Lessons From the Hyperlocal Graveyard

  by Michael Meyer, Ted Mann, Steve Buttry and Mark Potts

  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.

  At 1:50pm to 2:40pm, Tuesday 25th October

• The Evolution of the Check-In

  by Evan Cohen, Mike Boland, Mark Watkins and John Valentine

  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.

  At 2:40pm to 3:30pm, Tuesday 25th October

• Insights and Thought Leadership From Top Hyperlocal Businesses (sponsored)

  by Phil Hendrix, Frank Moyer and Josh McCarter

  At 3:50pm to 4:30pm, Tuesday 25th October

  Coverage slide deck

• Fireside Chat

  by Evan Cohen and Jeff Jarvis

  Jeff Jarvis interviews Foursquare’s Evan Cohen

  At 4:30pm to 5:15pm, Tuesday 25th October

Wednesday 26th October 2011

• Opening Remarks

  At 9:00am to 9:10am, Wednesday 26th October

• Morning Keynote: Vinicius Vacanti

  by Vinicius Vacanti

  At 9:10am to 9:45am, Wednesday 26th October

• The Coming Hyperlocal Convergence

  by Laura Rich, Nate Richardson, Leela de Kretser and Nihal Mehta

  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.

  At 9:45am to 10:30am, Wednesday 26th October

• How Location-Aware Mobile Technology Is Transforming Retail

  by Doug Stephens, Alistair Goodman, Jeremy Geiger and Jonathan Bellinger

  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.

  At 11:00am to 11:50am, Wednesday 26th October

• Alternatives to Advertising: Unconventional Revenue Models for Publishers

  by Shawn McGinness, Kam Lasater and David Pachter

  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.

  At 11:50am to 12:35pm, Wednesday 26th October

  Coverage slide deck

• Real Estate: The Original Hyperlocal?

  by Phil Thomas Di Giulio, Ann Baldinucci, Doug Heddings and Jonathan Butler

  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.

  At 1:15pm to 2:05pm, Wednesday 26th October

• Survive and Thrive as a Standalone Hyperlocal

  by Tom Grubisich, Debra Galant, Michael Shapiro and Scott Brodbeck

  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.

  At 2:05pm to 2:55pm, Wednesday 26th October

• New Experiments and Insights Into Hyperlocal

  by Bo Fishback, Cheryl Yeoh, Josh Fenton and Luke Stangel

  This series of short presentations will highlight new ways that companies in the hyperlocal space are engaging local advertisers and consumers.

  At 2:55pm to 3:55pm, Wednesday 26th October

• If You Can Make It There: NYC as a Hyperlocal Incubator

  by David Tisch, Lockhart Steele, Owen Davis, Michael Fives and Scott Wolfgang

  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.

  At 3:55pm to 4:50pm, Wednesday 26th October

• Hyperlocal and the 2012 Election

  by Simon Dumenco, Mark Josephson, Chris Tolles, Mindy Finn and Rich Masterson

  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.

  At 4:50pm to 5:35pm, Wednesday 26th October