Gib olander, smx east<br />The SoLoMo Landscape<br />
SoLoMo:  intersecting<br />@localeze  @golander59<br />
SoLoMo:  colliding<br />38% of mobile searchers frequently look for local retailer information including phone # and addre...
SoLoMo:  timing is Everything<br />New relevancy signals for marketers, advertisers and search engines are driven by “when...
SoLoMo:  getting personal<br />Personalization is increasing at the local level.<br /><ul><li>Google +
Foursquare
Gowalla
Yelp
LivingSocial Instant
Groupon Now</li></ul>@localeze  @golander59<br />
Google+ posts now appear in Google search results<br />@localeze  @golander59<br />
PERSONALIZATION: IMPACTING SEARCH RESULTS<br />Taking home-based check-in history and presenting similar types of business...
PERSONALIZATION: WHAT DOES IT MEAN FOR MARKETERS?<br /><ul><li>You need to establish your online identity>>it anchors cust...
Claim your listing or your identity won’t exist across SoLoMo.
Avoid fragmented listings.</li></ul>@localeze  @golander59<br />
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Smx east sept_2011gibolandervs3 kg9-11-1y&aedits

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2011 SMX presentation talking about the convergence of Local, social, mobile search SoLoMo panel. A business listing identity is the anchor to hold the experience together.

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  • Over 7.5 million people like ZooWorld
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  • Smx east sept_2011gibolandervs3 kg9-11-1y&aedits

    1. 1. Gib olander, smx east<br />The SoLoMo Landscape<br />
    2. 2. SoLoMo: intersecting<br />@localeze @golander59<br />
    3. 3. SoLoMo: colliding<br />38% of mobile searchers frequently look for local retailer information including phone # and address.*<br />70% of all mobile searches result in action within 1 hour. **<br />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.***<br />*ROI Research/Performics 2011 Mobile Search Study<br />** Mobile Marketer<br />*** Mobile Marketing Association Asia<br />@localeze @golander59<br />
    4. 4. SoLoMo: timing is Everything<br />New relevancy signals for marketers, advertisers and search engines are driven by “when” a search or social check-in takes place. <br />GROUPON NOW!<br />Living Social Instant Deals<br />@localeze @golander59<br />
    5. 5. SoLoMo: getting personal<br />Personalization is increasing at the local level.<br /><ul><li>Google +
    6. 6. Foursquare
    7. 7. Gowalla
    8. 8. Yelp
    9. 9. LivingSocial Instant
    10. 10. Groupon Now</li></ul>@localeze @golander59<br />
    11. 11. Google+ posts now appear in Google search results<br />@localeze @golander59<br />
    12. 12. PERSONALIZATION: IMPACTING SEARCH RESULTS<br />Taking home-based check-in history and presenting similar types of businesses in search results when you visit new destinations.<br />Amsterdam “Coffee Shop”<br />Maida Vale, London Marriott<br />Tokyo Steakhouse, Austin, TX<br />@localeze @golander59<br />
    13. 13. PERSONALIZATION: WHAT DOES IT MEAN FOR MARKETERS?<br /><ul><li>You need to establish your online identity>>it anchors customer experience.
    14. 14. Claim your listing or your identity won’t exist across SoLoMo.
    15. 15. Avoid fragmented listings.</li></ul>@localeze @golander59<br />
    16. 16. PERSONALIZED RESULTS<br />@localeze @golander59<br />
    17. 17. Behind the scenes: nap<br />NAP<br />Name Address Pone Number <br />NAP<br />Name, Address, Phone<br />Name Address Phone Number<br />@localeze @golander59<br />
    18. 18. SoLoMo: Security & listings hijackers<br /><ul><li>Over last 12 months, there were 11,000 unauthorized attempts to claim business listings in the Localeze database.
    19. 19. 24.9% of unauthorized attempts came from IP addresses outside the US.
    20. 20. 85% of these attempts were changing category to service-to-home.</li></ul>What is a listings hijacker?<br /><ul><li>Individual that attempts to grab listing identities and repurpose for own gains.</li></ul>What should a business/marketer do?<br /><ul><li>Ensure listing is claimed
    21. 21. Continually manage online identity</li></ul>@localeze @golander59<br />
    22. 22. Be Findable…<br />…Mobile, Local and Social are happening now<br />Establish and manage your identity today<br />If your identity isn’t established, you don’t exist<br />@localeze @golander59<br />
    23. 23. Word of mouth: still important<br /><ul><li>Consumers say word of mouth:</li></ul>Is the #1 influence on Electronics (43.7%) & Apparel (33.6%) purchases.*<br /><ul><li>83% of online shoppers:</li></ul>Said they are interested in sharing information about their purchases with people they know.*<br /><ul><li>Many local searchers still considering multiple businesses:</li></ul>45% of consumers say they have products/services in mind, but don’t conduct a local search for specific businesses.***<br /><ul><li>90% of consumers:</li></ul>Trust recommendations from people they know and 70% trust the opinions of unknown users.**<br />*Econsultancy, July 2009<br />**Retail Advertising and Marketing Association/BIGresearch Study, December 2009<br />***ComScore/15miles Local Search Usage Study 2010<br />@localeze @golander59<br />
    24. 24. Better together: SoLoMo<br />“Hey, you got chocolate on my peanut butter!”<br />“Consumers spend about $300 per purchase via mobile devices,” says Bon Mercado, mobile ads product specialist at Google. Presenting at a SEMPO L.A. meeting, Mercado said Google's mobile group expects a "huge" fourth quarter as a result of new products. He also mentioned that Google is working with Apple to track mobile content on iOS devices. <br />MediaPost Online Media Daily<br />@localeze @golander59<br />
    25. 25. Gib Olander, vP of market development, localeze<br />gibolander@localeze.com<br />@golander59<br />@Localeze<br />

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