Opening Keynote: “The Opportunity of Social Media” -Andrew Burke, CEO Amino Technologies

Social Media Marketing  – The Rules are Changing
With the rise of social media and powerful self-publishing tools (Blogger, WordPress, Twitter, Facebook, Wikipedia, etc etc) the conversation between brands and consumers has changed forever. In this session we will explore the new rules and what this means for advertising, marketing and PR. All of which have been changed in a flash and forever. We will also dig into what engagement, the conversation and the attention economy really means for marketers.
Moderator: Mike Weston, VP International wunderloop/Blogger – Sandlines.net
Panel:

• Sokratis Papafloratos, CEO TrustedPlaces
• Paul McCrudden, of the #6weeks project fame
• Carolyn Watt, Profero
• Nathan McDonald, Managing Partner – wearesocial

Presentation: Hitwise Goes Postal -Anton Grutzmacher, Director of Custom Data Products UK

Local Gets Social – The Impact of User Generated Content and the Promise of Real-Time Search
With the increase of local sites that feature user generated content and in particular reviews plus the real-time nature of platforms such as Twitter, consumers now have access to unprecedented amounts of local information. In this panel we will explore many  questions.  Do we risk information overload for consumers? What is the promise of real time search? How is the power of word of mouth being used by consumers? What are the challenges for publishers, advertisers and in particular local business owners? We will also explore new business models and opportunities that have been generated by UGC.
Moderator: Greg Sterling, Internet/Mobile Analyst – Screenwerk
Panel:

• Seb Provencher, Co-Founder Praized Media
• David Ingram, CEO Brownbook
• Sokratis Papafloratos, CEO TrustedPlaces
• Andrew Hunter, General Manager Qype

Afternoon Keynote: Making sense of the networked audience: The case of Facebook
- Dr. Bernie Hogan is a Research Fellow at the Oxford Internet Institute
Social media sites are excellent at gathering friends, but not so great at making sense of them. This leads to social information overload: too many ties, too much information and too much tedium. There is a great deal of information latent in these friendships that can be used to make sense of our networks, both spatially and relationally. Particularly through the use of social network analysis (SNA), we can discover hidden influencers and coherent clusters. This talk will give an overview of some concepts of social network analysis and demonstrate how these can be applied to online social media sites.

Bernie will use as case study his ongoing fieldwork on Facebook with Microsoft Research that  demonstrates mismatches between the way individuals organize their online friendships and the way that order emerges from the friendships naturally. These findings will be distilled into some general principles that can be applied to social network sites generally.

Local Content & Monetisation – A View from Europe
The local media landscape in Europe is unique in many ways and in particular is different to the US market. However, Google still dominates on the search side (both in terms of advertising and traffic volumes) in many European markets and is particularly strong in the UK. Yet Google is also a great source of traffic and revenue for many local publishers. In this panel we examine what makes local media different in Europe.  We will explore how media owners are attracting users and growing traffic. Will look at innovative partnerships and business models. In addition we will discuss what strategies are working for attracting local advertising revenue and look at where growth is coming from 2010 and beyond.
Moderator: Jonathan Ewert, Co-Founder Skepsis Group
Panel:

• Simon Greenman, MD – Online, European Directories
• James Thornett, Development Manager Location Services, Mapping, BBC Local
• Ben Barney, Akesios
• Joachim Helfer, Müller Medien
• Roland Bryan, Associated Northcliffe Digital

Presentation: Decoding Generation Y: Who really has digital friends? – Robert Barnard, Founder of Decode
One area of wide disparity in Generation Y (those 15-30 years old) is how many digital friends they have. Robert will explore the loaners to the hyperconnected. Who is driving social media and who is not?

Mobile – The Future of Apps is Bright
This panel is all about apps – in particular social and local apps (and some mapping which is of course a key part of local)… Phones started out as social devices – we made voice calls. Then we had SMS (text) and then email (think Blackberry). Now we have smart phones, iPhones and Gphones – personal mobile devices. What does the present and future hold for “local social” on Mobile? How does the rise of the iPhone and emergence of Android change the game? We will examine the fast growth of and impact of applications (and app stores). We may also see some wicked demos, discuss new business models and view what an ‘augmented’ real local world might look like.
Moderator: Greg Sterling, Internet/Mobile Analyst
Panel/Demos:

• Felix Petersen, Founder Plazes.com (Nokia)
• Claudia  Poepperl, Founder & CEO at adaffix/Yellix
• James Brown, CTO Cloudmade
• David Pearce, Head of Mobile Services Yell.com
• Miriam Warren, Regional Director Yelp

Lab: “What does the Perfect Local Media Company Look Like in 5 Years Time”

The final session of the day will be an interactive session where we put togther the ultimate specification for the killer local media company of the near future.

Leader: Seb Provencher, Co-Founder Praized Media – The Praized Blog
Lab Assistants: Greg Sterling, Dylan Fuller & Simon Baptist