Street Fight Summit 2012 - Oct. 30-31, 2012 - New York City - Agenda | Street Fight


Program Agenda

The theme of this year’s Street Fight Summit is The Next Generation in Hyperlocal and there couldn’t be a better time for it. Foursquare is now “open for business,” Constant Contact has gobbled up several hyperlocal startups, automation in publishing is undergoing a rethinking, and local commerce is being redefined. Join us and our speakers and sponsors for an exciting, dynamic two days of idea exchange and networking (including pre-event online networking to get the conversations started). Reserve your spot today!



8:00-9:00 a.m. Registration and Buffet Breakfast

9:00-9:10 a.m. Opening RemarksLaura Rich, CEO, Street Fight

9:10-9:40 a.m. Morning KeynoteWalt Doyle, GM, PayPal Media Network

9:40-10:20 a.m. Panel – Making Location Move the Needle for Mobile Apps
Monetizing location on mobile requires more than tacking content onto a pin. More than any other signal, location demands flexible and dynamic targeting to transform a user’s location from a dot on the map to a graph of consumer intent. Proximity is just one piece of a puzzle, but when combined with time, habit, context, and content can unlock a wealth of opportunities for marketers and mobile developers alike.
* Steven Jacobs, deputy editor, Street Fight (moderator)
* Steven Rosenblatt, CRO, Foursquare
* Brian Colbert, VP-mobile advertising sales, Pandora
* Tom MacIsaac, CEO, Verve

10:20-10:40 a.m. Two Presentations – Hyperlocal Models in Focus
* Aaron Rudenstine, co-founder, CityMaps: “Maps 2.0: Implications for Local”
* Tom Stites, president, Banyan Project: “Finding a New Model in the Economy’s Secret Sector”

10:40-11:10 a.m. Mid-Morning Break Please use this time to catch up on calls and emails, and get to know your fellow attendees better. (Networking options will be provided in advance to kick-start new relationships.)

11:10-11:50 a.m. Panel – What Do SMBs Want from a Local Commerce Solution?
In the wake of SMBs’ inconsistent experiences with daily deals, local commerce tools have evolved to offer more components that aim to drive lifetime customers, such as loyalty programs, POS services, full digital marketing programs and the like. But questions linger around which aspects to lead with in developing these relationships, and which will support the best revenue opportunities and lasting business models for the companies offering these solutions. Three industry leaders discuss the local marketing landscape for SMBs and its potential evolution.
* Jay Weintraub, president, LeadsCon Media Group (moderator)
* Wiley Cerilli, VP and GM, Constant Contact
* Stuart Wall, CEO, Signpost
* Logan LaHive, CEO, Belly

11:50-12:10          Ideas and Insights from #SFS12 Sponsors
* Perry Evans, CEO, Closely
* Rohan Chandran, VP-consumer products, YP

12:10-12:50 p.m. Panel: Hyperlocal Publishing Models That Work
Most of the major corporate hyperlocal publishing efforts are still working to prove their models are sustainable. But there have been a number of smaller hyperlocal network plays that are gaining traction. This panel will look at some of the elements that indicate success.
* Lisa Skube, director, Journalism Accelerator (moderator)
* Zohar Yardeni, CEO, Daily Voice
* Josh Fenton, co-founder, GoLocal24
* Leela de Kretser, publisher, DNA Info

12:50-1:30 p.m. Buffet Lunch

1:30-2:00 p.m. Afternoon KeynoteJim Moran, co-founder, Yipit

2:00-2:40 p.m. Panel – The Future of Local Information Infrastructure
The maintenance of online listings information — and the aggregation of that information via APIs — is becoming more and more vital for SMBs that want to reach consumers across multiple digital platforms. This panel will look at how the local directories space has been disrupted, and what it means for the hyperlocal ecosystem.
* Chris Smith, president, Argent Media (moderator)
* Daphne Earp, director of business development, Yext
* Tyler Bell
, VP-product, Factual
* Adam Marcus
, director of data, Locu
* Damian Rollison
, VP-product, UBL

2:40-3:00 p.m. Ideas and Insights from #SFSW12 Sponsors
* Cheryl Goodman, Sr. Dir, Marketing & Biz Dev, Qualcomm Labs
* Howard Lerman, CEO, Yext

3:00-3:20 p.m. Networking/Cell Phone Break — Please use this time to catch up on calls and emails, and get to know your fellow attendees better. (Networking options will be provided in advance to kick-start new relationships.)

3:20-4:00 p.m. Panel: Big Brands Go Local
Local is often synonymous with SMBs. But about 70% of local advertising is from larger brands that target campaigns to reach specific local audiences. Empowered by growing sets of location data and an increasingly mobile user base, how are brands meeting this opportunity? More importantly, what’s working and what’s not? We’ll hear from a mix of brands, agencies and ad networks about the current state of the art.
* Mike Boland, senior analyst, BIA/Kelsey (moderator)
* Rachel Hadley, senior manager-communications, Cinnabon
* Julienne Thompson, senior director-3rd party demand, Millennial Media
* Kerri Smith, Mobile Lead, iProspect
* Sean Muzzy, CEO North America, Neo@Ogilvy

4:00-4:40 p.m. Panel: How Hyperlocal Logistics Services Are Transforming SMB Commerce
Delivery and social commerce services are transforming the hyperlocal ecosystem, connecting people directly with goods and services in their vicinity. This allows for quicker transactions, and new ways for SMBs to reach potential offline customers via online platforms. This panel will explore some of the ways that instant delivery services are impacting hyperlocal commerce.
* Asif Khan, president, Location-Based Marketing Association (moderator)
* Jonathan Zabusky, CEO, Seamless
* Bo Fishback, CEO, Zaarly
* Bastian Lehmann
, CEO, Postmates

4:40-5:10 p.m. Fireside Chat – Assessing the Patch Experiment
AOL’s $150 million investment in a network of 850-plus hyperlocal sites has been the subject of plenty of intense scrutiny over Patch’s (relatively) short lifetime. While the company claims it is progressing along the path to profitability and becoming part of the firmament of communities all over the country, it also has many critics — both of its journalism and its business model. In this segment, two of Patch’s top strategists talk about how the company has evolved, where it is going, and how long they expect it will take to get there.
* Jeff Bercovici, staff writer, Forbes (interviewer)
* Warren Webster, c0-founder, Patch

5:10-7:00 p.m. Cocktail Reception at 82Mercer



8:00-9:00 a.m.    Registration and Buffet Breakfast

9:00-9:10 a.m.     Opening RemarksDavid Hirschman, co-founder, Street Fight

9:10-9:40 a.m      Morning KeynoteTim Reis, head of mobile and social solutions, Google: “Beyond SoLoMo”
Compared to 5 years ago, the digital landscape is much more dynamic, with new devices and channels. We’ve seen the industry and marketers try to bucket this into the 3 different SoLoMo boxes, but the reality is that consumers are living their lives much more seamlessly. In this presentation, Tim Reis, Head of Mobile and Social Solutions at Google, will explain how Mobile needs to be rethought within wholly new and rich contexts, and how advertisers can build mobile strategies to connect with consumers in these new moments that matter.

9:40-10:20 a.m.   Panel – Automation in Hyperlocal Publishing — Where Do Necessary Efficiencies Go Awry?
The cost/revenue equation in hyperlocal publishing has always been a tight balance. Many companies have come to the conclusion that they need to automate elements of their ad sales or their journalism to make the numbers work. But there are potential pitfalls when too much is left to algorithms. Are the efficiencies of automation something that will “save” local journalism — or will automated processes degrade the value of local news?
* Michael Meyer, staff writer, CJR (moderator)
* Brian Addison, president, Everyblock
* Gary Cowan, SVP-product & marketing, DataSphere
* Jim Kirk, SVP and editor-in-chief, Sun-Times Media

10:20-10:40 a.m.   Two Presentations – Key Hyperlocal Issues in Focus
* Scott Lindenbaum, co-founder, Broadcastr: “Publishing to Place”
* Victor Wong, CEO, PaperG: “Form vs. Function in Hyperlocal Advertising”

10:40-11:10 a.m Mid-Morning Break Please use this time to catch up on calls and emails, and get to know your fellow attendees better. (Networking options will be provided in advance to kick-start new relationships.)

11:10-11:50 a.m. Panel – Using Location to Monetize Mobile Inventory
The power of mobile lies in getting the right content to the right consumer in the right place at the right time. Got all that? More than anything, mobile creates exciting new opportunities for delivering a message to an interested purchaser just as they are in the vicinity of a retailer, or even as they are holding an item in their hands, or are about to complete a purchase. Of course, leveraging location successfully is a lot more complicated than the myth of “Starbucks will text you a latte coupon as you walk by their door” makes it seem. This panel, a joint effort with the IAB, focuses on how executing a localized mobile campaign requires planning, strategy, and help from technology enablers and others.
* Anna Bager, VP & GM, IAB Mobile Center (moderator)
* Eric Hadley, SVP-sales strategy & marketing, Weather Channel
* Sharon Knitter, senior director of mobile,
* David Polinchock, director, AT&T AdWorks
* Monica Ho, VP-marketing, xAd

11:50-12:00          Ideas and Insights from #SFS12 Sponsors
Tim Judd, CEO, eLocal Listing

12:00-12:40          Panel – The Hyperlocal Investment Opportunity
While “hyperlocal” remains a hot buzzword in the investment community — with VCs and angel investors looking for the next big idea that will disrupt local marketing and commerce — not every hyperlocal idea is a winner. In this segment, three experts from the investment community give their take on hyperlocal: which kinds of companies are currently seeing the most traction, which models are promising, and which are losing their luster.
* Eric Risley, managing partner, Architect Partners (moderator)
* Owen Davis, managing director, NYC Seed
* Alan McGlade, managing partner, DEV
* Scott Wolfgang, strategic investments VP, Hearst Interactive Media

12:40-1:20 p.m.   Buffet Lunch

1:20-1:50 p.m.     Afternoon KeynoteJim Brady, editor-in-chief, Digital First Media

1:50-2:30 p.m    Panel – The Daily Deal Comes of Age
The high-flying daily deals category was forced to take a hard look at itself in 2013. The industry consolidated significantly, as major players stumbled financially and smaller players were acquired or forced to pivot. The rise and evolution of the industry has been dramatic, but it does seem as though there are sustainable business models emerging in niches, and merchants services. In this panel, three of the major players in the local commerce space will talk about how consumers’ (and merchants’) views on deals are evolving — and how the industry is responding.
* Greg Sterling, Founding Principal, Sterling Market Intelligence
* Sarah Chubb Sauvayre, President/GM, Gilt City
* Sumir Meghani, Regional VP, Groupon
* Dave Payne, CEO, Scoutmob

2:30-3:20 p.m.   Sales Seminar Matt Sunshine, EVP, The Center for Sales Strategy

3:20-3:30 p.m.   Closing RemarksLaura Rich, co-founder, Street Fight