ICMA “Social, Local, Mobile (SoLoMo):
Classified Media Strategies” Conference
Istanbul, Turkey 7-10 November 2012


Please find below the programme for Istanbul. The conference will run for a full 3-and-a-half days, from the Wednesday Welcome Reception and dinner, through three full days of sessions, networking and an excellent social programme.

Registration for the early bird savings is (EUR 549 for members or EUR 799 for non-members) until Friday 21 September 2012 when the Standard rate (EUR 699/EUR 999) will apply.


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Wednesday 7 November

14.00 – 17.00
Istanbul Group Activity
17.00 – 19.30
19.30 – 22.00
Welcome Reception and Dinner

Thursday 8 November 9.00 – 17.30

9.00 – 9.15     Chairperson’s Welcome and Opening
9.15 – 10.00 Keynote Address: Should You Embrace SoLoMo, Or Just Social, Local and Mobile?

SoLoMo may be one of the next “big things” which we’re assured will link social, local and mobile and drive new forms of monetization but should you embrace SoLoMo, or maybe take a step back, look at recent technological history such as the “check-in economy” and “the year of the map” and maybe look at embracing social, local and mobile whilst giving SoLoMo itself a wide berth?

Speaker: Gary Gale, Director Places, Nokia Location & Commerce, Nokia, UK

10.00 – 10.30 Optimization of Online Campaigns

This session will discuss some hands-on measurements to optimize online campaigns.  As the best way to satisfy your customers and keep them coming back is to “listen” to what they have to say –  in other words – collect data from your users to help make company smart decisions.

Speaker: Halvard Kristiansen, Head of Behavioral Targeting, Schibsted, Sweden

11.00 – 11.15 Learn what ICMA Members are doing in SoLoMo

The ICMA Future Leaders Network want to know what you are doing in the SoLoMo realm and your plans for implementing SoLoMo in 2013. This session will discuss the results of the SoLoMo ICMA members survey, to be sent out in August 2012. Be sure to share your valuable feedback to ensure a very informative session!

Speakers: Jacob Arriola, Senior Manager, Business Development, El Clasificado, USA
ICMA Future Leaders Network

11.15 – 12.00 SoLoMo Panel

Today’s consumer is all about social media and increasingly, that media is consumed on location enabled mobile devices. That combination, of Social, Local and Mobile, called SoLoMo is impacting how people find, compare, shop and buy. This panel session is your chance to ask the experts how Social, Local and Mobile can benefit your business, how to implement SoLoMo strategies and much, much more! Come with your questions ready!

Facilitator: Marc Prioleau, Managing Director, Prioleau Advisors, USA
Panelists:Felix Erken, Managing Director & Co-Owner, Junk Mail, South Africa
Gary Gale, Director Places, Nokia Location & Commerce, Nokia, UK
Brandon Kleinman, Director of Strategy @TBWA\Chiat\Day, USA
Rob Paterson, Group Managing Director, Friday Media Group, UK
Tim Shea, Product Development Lead at TBWA\Chiat\Day, USA

12.00 – 12.30 Who Owns Classified Ads on the Internet?

Who owns classified ads on the internet? The user who created the posting, the site
that on-boarded the ad, or the public at large that can see these offers on the public
internet or in search engine results?

Recent litigation suggests that there is not broad agreement to the above question
and is in fact great controversy around control of classified ads content. The answer to this question will establish the boundary between private property rights and the public domain as well as the future character of the open web.

Speaker: Greg Kidd, Founder & CEO, 3Taps, USA

12.30 – 13.30 Lunch
13.30 – 14.30 Vendor Round Tables Networking Session with a twist!

A new ICMA staple, the vendor round tables networking session is here to stay!  We have a dedicated room for this session and will ensure a smooth, well organized session to facilitate the ever valuable vendor/publisher connections.  This session will allow 5-8 publishers per table 7 minutes to exchange business cards and be briefed on the vendors best case study before the bell rings indicating it’s time to move onto the next vendor!  The best all around vendor presentation (timely, informational, beneficial etc.) will be voted on by the publishers and the winning vendor will be awarded a speaking slot at the next ICMA conference!

14.30 – 15.30 & 16.00 – 17.30 Sessions 3&4
(separate sessions for Business Leaders, Sales Managers and Technology Managers)

The aim is to ‘get behind’ the numbers and really understand what business decisions and strategies can impact these key markers.

Participants will be asked to submit in advance some easily-established business metrics relating to the principal areas of their online business. These will be shared with the session attendees, and then discussed in small groups, so that participants can quiz the top performers on how they have achieved their results, and in turn share their best practices with the group.

This will take place in two sessions (60 minutes and 90 minutes respectively) informal and relaxed forum alongside a parallel sales and technology managers track.

A fantastic opportunity to ask all the questions you’ve always wanted to!

Participation in this session is included in the registration fee, please indicate when registering that you wish to participate so that Head Office can send you the short questionnaire to complete.

19.00 – 22.00 Turkish Group Dinner

Friday 9 November 9.00-17.30

9.00 – 9.30 OK, I’m Mayor. Now What? A look at where SoLoMo will go and how it will create value

The convergence of social networks and location technology on a mobile platform led to a frenzy a few years ago as new services came forward offering virtual positions as minor government officials and the like to the participants. In 2010, John Doerr coined the phrase “SoLoMo”, declaring this the Next Big Thing to drive mobile commerce, linking merchants, brands and offers directly to nearby consumers. Many services came. Some succeeded. Many failed. A few years later, we are starting to see what separates the winner from the losers, what works and what doesn’t. Marc Prioleau will sort through the history, look at the underlying industry drivers and suggest which parts of SoLoMo can benefit the classified marketplaces.

Speaker: Marc Prioleau, Managing Director, Prioleau Advisors, USA

9.30 – 10.20 Currating Classifieds and Designing Currated Content

Content Curators bring more utility and order to the social web. They help add a voice to companies that can connect them with users – developing a surprisingly new dialogue based on valued content rather than the normal brand created marketing messages.  The best way to currate content is to listen – via sites such as “Zite” and “Flipboard.” If this is all new to you then 1. know you are not alone and 2. be sure to attend this session to learn how to currate content!

Speakers:  Elisa Camahort Page, Co-Founder and COO, BlogHer Inc., USA

10.20 – 10.30 Prevent Losses and Boost Revenues

ICMA Associate Member, SiteBlackbox, was the winner of the 1st ever vendor round tables that took place at the ICMA Atlanta conference, this past April. They were awarded this speaking slot where they will present a solid case study on how they help classified websites prevent losses and boost revenues by providing real-time insights on the site’s traffic and user activity.

Speaker:   Shay Rapaport, CEO & Co-Founder, SiteBlackBox, Israel

11.00 – 11.40  Turning Classifieds into Something More…

Looking to get a glimpse of what some of the major media companies are successfully changing their business models too… Classifieds are evolving are you ready for the next phase of classifieds?

Speakers:  Tiia Näsänen , Business Manager, Sanoma Digital / Sanoma News, Finland & Emre Ersahin , CMO, sahibinden.com, Turkey

11.40 – 12.30 Innovative Business models

How is it possible that cars are given away for free? Why can people buy a book with the value of a tweet instead of cash? And most importantly, what can I learn from all of this? Board of Innovation’s Founder, Nick, will provide a taste future scenarios and new business concepts, with topics ranging from Black Business Models to The Government as start-up of the 21st Century.

Speakers:  Nick De Mey , Founder,  Board of Innovation, Belgium

12.30 – 13.45 Lunch

We will be offering 5 workshops which will run for 60 minutes each, and will be repeated three times. These interactive sessions allow 20 – 25 participants to work closely with an expert facilitator to guide their discussions and answer questions as they share experiences and ideas.

Workshop Session 1 – 13.45 – 14.45

Workshop Session 2 – 14.50 – 15.50

Workshop Session 3 – 16.30 – 17.30


The convergence of social, location, and mobile is forcing businesses to look beyond traditional ideas of technology ROI. Now is the time to ensure you make the most of the opportunity presented by SoLoMo, all the while confirming your classifieds company is the one ahead of the competition. This session will cover how to easily implement SoLoMo.

Facilitator:  Anne Kennedy , SES Advisory Board; International Search Strategist, Author, Beyond Ink, USA

* WORKSHOP 2 – SEO Tips and Tricks

SEO aims to boost the presence of a particular website to the top of search results, thereby enabling increased conversion rates. The challenge continues to be is selecting the correct SEO strategies for to boost your business. This session will cover some tips and tricks to help you successfully navigate SEO.

Facilitator: Evan Fishkin , Associate Director, Search Marketing, Digitas, USA

* WORKSHOP 3 – How To Get Lots Of Strangers To Love You In 30 Minutes (Building a Profitable Community)

There are many methodologies in building communities.  The challenge being no two communities or groups function in the exact same way. This hands-on workshop will cover just how to get your classified niche communities growing online and offline.

Facilitator: Brandon Kleinman, Director of Strategy @TBWA\Chiat\Day, USA

* WORKSHOP 4 – Your Data Is Not Big. And Why You Don’t Want It To Be.

As if making your company “Local” wasn’t difficult enough, adding a “Social” dimension for impatient, on-the-go users should be enough to force you into early retirement. The press thinks you should be a “BigData” company. Its sexy, you get to work with all those PhD candidates you’ve always wanted to hang out with, and you can say things like “Hadoop”, “Computational Linguistics”, and “Sharding” at cocktail parties. It seems like a recipe for success. But behind all this hype and excitement is a lot of confusion. A lot of not-thinking-hard-enough. A lot of getting-distracted-too-easily. And not enough finding-the-right-tool-for-the-job.This workshop introduces the idea of Big-ness (as well as Medium-ness) for companies leveraging SoLoMo technologies and platforms. It covers some of the dazzling array of tools available to you in this space and how to use them to your advantage. And how to take a common-sense approach to building maps and geo-aware apps, how to mine brand insights from social media data, and how to scale for real-time and high availability.

Facilitator: Tim Shea, Product Development Lead, TBWA\Chiat\Day, USA

* WORKSHOP 5 – Getting From Here To There

We all know that right now mobile is a hot place to be, but the difficulty is figuring out which concrete steps to take in getting there. Answering the question of what features to pursue and how to utilize existing print and web expertise to form a well executed mobile strategy will be at the core of this workshop. We’ll also talk about what business models a mobile strategy opens up and how you’ll use mobile to create better revenue streams than banner ads. Most of this workshop will be a discussion between peers of what works (and what doesn’t!) when it comes to finding your way in an increasingly mobile world.

Facilitator: Bob Warwick, Owner, Whole Punk Creators, Canada 

Evening: Free night

Saturday 10 November 9.00-15.30


9.00 – 9.30 ICMA Member Meeting
The 2013 budget and an update on current ICMA projects will be discussed. We encourage you to be an active member!

9.30 -15.30 Business Leaders’ Forum
The Business Leaders’ Forum is designed specifically for senior executives to come together in an intimate closed meeting in order to share their opinions and ideas with their peers. The Istanbul ”BLF” will discuss in detail the challenges publishers are currently facing and how to overcome them to ensure continued profitability and business success.

Speaker: Burak Ertas , CEO, Sahibinden.com, Turkey

9.30 -15.30 Sales Managers Workshop
The Istanbul SMW will include discuss the critical questions such as how best to lead a sales force with the focus on the discussion and idea sharing cross continents to ensure the Sales Managers come home with many new ideas to be implemented upon return to the office!  Don’t miss this!

Speaker: Jody Epp , COO, Semadic, Canada

9.30 -15.30 Business Operations Forum
This dedicated session will focus on three main business operations – sales, marketing and ICT. The “BOF” is an excellent opportunity for middle management to have one session dedicated to their specialty while also participating and learning more about the other departmental needs, allowing for smoother operations overall and some excellent ideas on how to work as an even more solid team.

Speaker: Eero Korhonen , Industry Head for finance, travel and local, Google, Finland

19.30 – 00.30  Gala Party hosted by local member Sahibinden
ICMA local member, Sahibinenden.com, will be treating ICMA to the best of the best of Istanbul! This is truly a Gala Party not to be missed! Be sure to register for this excellent opportunity to continue to network as well as enjoy a full evening out in one of the most exclusive venues in Istanbul. Welcome cocktails, a three-course seated dinner, awards, dj, dance and open bar hosted by Sahibinden.com will be one not soon to be forgotten!