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Gib Olander, Vice President of Market Development at Localeze, presents on the importance of data integrity for brands at SIMposium 2012.
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DATA INTEGRITY FOR YOUR
BRAND AND LOCATIONS
Vice President of Market Development, LocalezeGib Olander
Monitoring key market trends, Gib Olander helps define current and emerging Localeze products through deep industry insight. His strong relationships with search engines, mobile apps and social networks has helped Localeze’s business clients improve their local search presence across the local search ecosystem.
Over the past decade, Gib has become a recognized thought leader in local search and speaks frequently at search industry conferences like BIA/Kelsey, PubCon, SES and SMX, among others. Prior to joining Localeze, Gib was a business development director at iCrossing and held positions at Chicago.Citysearch.com, Ameritech Yellow Pages and Advo.
Business identity: until now, this was enough!
What is a business identity today?
Data integrity: Business listings identity management
A Phone Number is a critical piece of information in establishing a businesses online local search identity.
Name, Address, Phone (NAP) is a Business Identity
Jims Electronics111 S Weber RdBolingbrook, IL 60490 630-771-9378
Additional Information Brands - General Electrical: Sony Brands - Cameras: Nikon, Kodak, Olympus Brands - Lighting: Philips lighting Equipment, Hardware & Accessories: Tvs, Mp3 players, Ipods, Camcorders, Digital cameras, Computers, Printers Brands - Office Electronics: Canon Brands - Car Electronics: Xm, Boston acoustics, Garmin, Pioneer Brands - Home Audio: Bose Brands - Home Entertainment: Hitachi, Jvc, Lg, Onkyo, Panasonic, Philips, Samsung, Sharp, Sony, Tivo, Toshiba Products: Televisions, Mp3 players, Gps, Computers, Laptops Brands - Electronics: Apple, Bose, Boston acoustics, Canon, Compaq, Garmin, Hp, Hitachi, Jvc, Kodak, Lg, Microsoft, Nikon, Olympus, Panasonic, Pioneer, Samsung, Sharp, Tivo, Toshiba Brands - Computers: Ipods, Apple, Compaq, Hewlett packard Categories: Electronics - equipment & services, Electronics - dealers, Electronic equipment & supplies, Electronic equipment & supplies service & repair, Electronics
Local online business listings: a complex system
Data Integrity: Online Anchor Identity
Enable’s your content to be used authoritatively (citations)
Allow for recovery & discovery platforms to present a robust presence for your business.
Creates the opportunity for infringement and chain management.
Local search results
Natural search results
Paid search results
Paid results
61%
27%
10%
2%
58%
31%
9%
2%
Most relevant results Most trustworthy results
Opinion on Search Results
Local business searchers do not believe paid results are relevant or trustworthy.
Source: 2012 comScore custom research - 15miles/Localeze Local Search Usage Study
Local Search Results: Most Relevant, Trusted
Primary Source for Local Business Information
Source: 2012 comScore custom research - 15miles/Localeze Local Search Usage Study
2007 2008 2009 2010 2011
33% 30% 28% 23% 21%
30% 31% 31%33% 35%
17% 19% 21%22% 15%
13% 11% 12%13%
13%
7% 7% 6% 8% 9%1% 1% 2%
5%0.02
Print Yellow Pages
Search Engines
IYP Sites
Local Search Sites
Social Networking Sites*
Consumer Rating/Review Sites*
*NOTE- Social Networking sites added in 2008, Consumer Rating/Review Sites added in 2011, Cell Phone/Wireless Device removed in 2011
Other
-2
+2
-7
-
+3
+1
Most local business searchers use Search Engines as their primary source for local business information. Social Networking Sites are an increasingly popular primary source of local business information.
Pt. Change
DATA INTEGRATION: TODAY SOLOMO INTEGRATING
IN FACT, COLLIDING
38% of mobile searchers frequently look for local retailer information including phone # and address.*
70% of all mobile searches result in action within 1 hour. **
There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush.***
*ROI Research/Performics 2011 Mobile Search Study ** Mobile Marketer*** Mobile Marketing Association Asia
timing is EverythingNew relevancy signals for marketers, advertisers and search engines are driven by “when” a search or social check-in takes place.
GROUPON NOW!
Living Social Instant Deals
Nearly 20 percent of the top search queries on Twitter at any given moment won’t be a popular search query just one hour later http://arxiv.org/abs/1205.6855
getting personalPersonalization is increasing at the local level.
YelpLivingSocial InstantGroupon Now
Google +FoursquarePinterest
PERSONALIZATION: IMPACTING SEARCH RESULTSTaking home-based check-in history and presenting similar types of businesses in search results when you visit new destinations.
Eiffel Tower, ParisMaida Vale, London
Marriott
Tokyo Steakhouse, Austin, TX
DATA INTEGRITY: WHAT DOES IT MEAN FOR MARKETERS? You need to establish your online identity-it anchors customer experience
Claim your listing or your identity won’t exist across SoLoMo
Avoid fragmented listings.
Behind the scenes: nap
NAPName,
Address, Phone
Security & listings hijackers•Over last 12 months, there were 11,000 unauthorized attempts to claim business listings in the Localeze database.
•24.9% of unauthorized attempts came from IP addresses outside the US.
•85% of these attempts were changing category to service-to-home.
What is a listings hijacker?Individual that attempts to grab listing identities and repurpose for own gains.
What should a business/marketer do?Ensure listing is claimedContinually manage online identity
BE FINDABLE
…Mobile, Local and Social are happening now
Establish and manage your identity today
If your identity isn’t established, you don’t exist
Each Business Location should create and
maintain a Local Search content cloud,
organizing content for recovery and discovery
search
Word of mouth: still important (social is 2012 for word of mouth)83% of online shoppers:
Said they are interested in sharing information about their purchases with people they know.*
Consumers say word of mouth:
Is the #1 influence on Electronics (43.7%) & Apparel (33.6%) purchases.*
90% of consumers:
Trust recommendations from people they know and 70% trust the opinions of unknown users.**
49% of Local Searchers search without a specific business in mind.
*Econsultancy, July 2009 **Retail Advertising and Marketing Association/BIGresearch Study, December 2009***ComScore//Localeze-15miles Local Search Usage Study 2012