Dallas Digital Summit ‘12      Local Search      1,000,000 vs. Marketing        Proprietary and Confidential | 2012
Who we are…       California | Texas | Florida             Proprietary and Confidential | 2012
What does matter… You will not all agree with me I will likely, albeit, unintentionally, insult some or a few of you  in...
How many of you did a search today? TEXT your VOTE to 650.515.3033 Google: 21076 Bing:    21077 Other: 21078 Both:    2107...
Are you smarter than a…                    VS             Proprietary and Confidential | 2012
Local Search   Premise      What is the fundamental problem?      Why does this problem warrant concern?      Where to...
The Fundamental Problem            Proprietary and Confidential | 2012
Darth Vader Paradox             Proprietary and Confidential | 2012
Put another way?   LOCAL                                            LOCAL                           GLOBAL ANALYSIS   SOCI...
The Fundamental Problem  Actionable Insights = [Global Organic Reporting + Local  Reporting]   Local Strategy – Tracking ...
Why the problem warrants concern.             Proprietary and Confidential | 2012
Local Search - The Facts[59%]of consumers use Google every month to locate a good local business*www.searchengineland.com ...
Local Search - The Facts[71%]of searchers value the information contained in Local Search results*www.searchengineland.com...
Local Search - The Facts  [54%]  of searchers use a local modifier in their search terms        [17%] of searchers never u...
Local Search - The Facts  [60%]  of local searchers add a town name or city name to their search terms.        [42%] add a...
Local Search - The Facts  [13%]  of local searchers use street names  *www.searchengineland.com – Myles Anderson, BrightLo...
What does that mean?             Proprietary and Confidential | 2012
Our Barometer – Where to Start              Proprietary and Confidential | 2012
Proprietary and Confidential | 2012
Proprietary and Confidential | 2012
Proprietary and Confidential | 2012
Proprietary and Confidential | 2012
Proprietary and Confidential | 2012
What to do.              Proprietary and Confidential | 2012
4 Ideas and 1 Thought – Out of the Circle Thinking     These are not NAPs (Name, Address, Phone Number)                   ...
Quick Word on the Basics                     Do Them             Proprietary and Confidential | 2012
Reviews - Think Traditionally   National Plumber   Step 1: Best Practices Guide       Asking them to utilize products/k...
Testimonials –Location, Location, Location   We have consistently found that testimonials create the    context for incre...
Segmentation – Back to Basics   Young vs. Old | Generic vs. Local Search Modifiers   Google Vs. Bing – The Dentist      ...
Mobile – In App vs. Browser  Mobile Kicker – BIA/Kelsey: Mobile to Overtake PC for Local  Search by 2015   Thought: When ...
Local – Social, Search, Mobile   The Results. You just did it.   Think about it.   My Point.                        Pro...
Resources – Where the experts go.   Google it.   Leave Behind – Google Analytics Data Grabber       (www.gadatagrabbert...
Thank YouProprietary and Confidential | 2012
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Jon Kaufman - Advice Interactive Group - #DDSUM12

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Jon Kaufman, President of Advice Interactive Group, gives his talk on Local Search, "1,000,000 vs. Marketing" to the first-annual Dallas Digital Summit, December 4-5, 2012.

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  • This is the presentation on local search.
  • We are a interactive agency and that about sums it up. You didn’t come here to hear about how awesome we are or the awards we won and if I am compelling enough up on stage you’ll come find out regardless.
  • Ok is so I would like to ask you all to raise your hands if you did a search today, whether it was google bing yahoo or anything else? Now that I know how many of you there are out there lets take it to the next level…
  • We will revisit these results later.
  • We believe in the power of search – fundamentally. Yes there are other tactics in the world but we fundamentally believe that search is the end all be all in the marketing world. If we know how people search we know how they think. It used to be that a keyword was the end all be all of how we measured that thought, now it has grown beyond that specifically as it relates to local search. Now I tell you that because it is going to give context to what I say following this – keep in mind that our myopic goal is to get a consumer who searches for you to find you.Someone from me team brought this idea back from a previous conference and I thought in the spirit of true digital marketing I would borrow and obfuscate for use in my own presentation. The title of this presentation is 1,000,000 vs. marketing. I didn’t do the exact calculations but if you combine google bing and yahoo you have roughly over 1M years of educational experience, phds, engineers and smart people. If your marketing department or agency has that then aggregate experience than this probably isn’t for you.It isn’t our job to be smarter than the search engines and I think that philosophy travels around wtihin our industry – to all of our detriment. We want to be innovators and thought leaders but we are there to run with the search engines.
  • I want to get a quick scope of the audience – how many people are with an ad agency, interactive agency etc.? How many are representing their own company a start up or work for another company? How many of you are in tech or just here to learn?Our topic today is local search and it is truly applicable to anyone of you that raised yoru hands. But we are going to take a little skew on the typical methodology and learnings.
  • I think sometime we are so focused in digital and interactive on the next innovation and the newest cutting edge technology that we forget the basics of exactly what our core foundation and this brings us to the fundamental problem. We started to think about WHY some people were good at local search and some weren’t. It all comes down to the worst industry cliché phrase out there – if you can’t measure you can’t manage.
  • We call it the Darth Vader Paradox. Believing that you can watch the last twelve minutes of Return of the Jedi and think you can understand the global relevance or the meaning behind Darth Vaders unmasking. You have to understand where it all came from, the local components of the global organic universe that make up the significance.
  • If the equation is:Actionable insights are the results of Global Organic & Local Insights. How many of you are currently engaged in some form or function of local optimization or local social whether it’s a simple as a google places page all the way up to the mega optimization.
  • Myles Anderson of Bright local recently conducted a research panel surveying 1250 local consumers based in the US to understand searcher behavior in local search. This is what he found. How many of you pull out your mobile phone multiple times a month and look through google local or just do a search to find a restaurant or directions to your doctor?
  • How many of you do that same type of search and either can’t find the local listing you are looking for, attempt to connect but the information is wrong or even sometimes find a competators listing and transact there instead?
  • Now there is segmentation throughout local search – if you have a younger demographic should you focus on more generic search terms and if your older should you target local modifiesrs?
  • We know that google can go so far as to identify neighborhood level hyper-local results so should you optimize with neighborhood keywords?
  • Identify where this came from.
  • It means local search is important but more importantly understand where you stand in the local universe
  • Before you know where your going you have to know where you are. You can use 100 different tools and email/text me and I can point you to 100 different tools. We use these:
  • Imagery with one person looking up to lots of people.
  • Imagery with one person looking up to lots of people.
  • Imagery with one person looking up to lots of people.
  • Imagery with one person looking up to lots of people.
  • Imagery with one person looking up to lots of people.
  • What else to do – what can you take away.
  • Imagery with one person looking up to lots of people.
  • I was told 100 times that this wasn’t for the novice so this is the key information I have about the basics.
  • I wrote a column in early 2011 whose premise was “traditional ad agencies should stick to what their good at” That has really come back to bite me in the ass.By simply asking customers to mention the product or service they used within their review, your +Local page remains Google and customer friendly.
  • Imagery with one person looking up to lots of people.Just like the feedback cards of yesteryear, by asking and encouraging customers and clients to leave a review, you are able to get a better insight into your business’ strength and weaknesses while also engaging with your customer base. And too, by suggesting users use Google Plus, you will be reinforcing the entire G+ ecosystem  too. That’s a Win-win!
  • Imagery with one person looking up to lots of people.
  • Reasearch Acquisition Tool in Search or Need component for retention.
  • Before I conclude here let’s look at the results.There are going to be a hundred postulations about how Social Search Mobile Local all tie together in transit – and I’m not going to try and cleverly walk you down a path of merge all of those into a singleular action. But just think about this in context of even just a year ago.You just submitted to me via text (mobile) whether or not you made a search quiery today (search) in doing so while I wont share it I am going to know your location (even though I pretty much already know) (local) and I’m going to share the results of this poll with Dallas Digital Summit, with your twitter handles, on our blog. So we know all those things happened – what is the bottom line goal? Through all of those efforts all of that connection what will happen and what is the ultimate goal in the end to provide one consumer, whether your or that of your clients or partners with YOUR result when they look for you.
  • GA Data Grabber Tool, utilized by companies such as PBS, and Angry Bird's Rovio, can fetch any metrics available through Google Analytics, Adwords, Bing, and Facebook APIs. While Google Analytics has the ability to filter views of different reports, it lacks the ability to compare these results side by side. Data Grabber has a very agile user interface and has the capability to run parallel queries which enables comparisons of different Analytics profiles in the same report. These reports automatically display information in color-coded tables and charts for easy data visualization. The tool automatically calculates % difference and shows trending performance of any metric(s) selected.Data Grabber can also be used to create Power Point presentations at the click of a button for a results portfolio for clients or potential sales. These presentations have the ability to be linked to the actual report so with any refresh of the data or change of data range, the presentation will follow suit.
  • Jon Kaufman - Advice Interactive Group - #DDSUM12

    1. 1. Dallas Digital Summit ‘12 Local Search 1,000,000 vs. Marketing Proprietary and Confidential | 2012
    2. 2. Who we are… California | Texas | Florida Proprietary and Confidential | 2012
    3. 3. What does matter… You will not all agree with me I will likely, albeit, unintentionally, insult some or a few of you in the room.  I try to be a Google and Bing equal opportunity offender. There are many different roads to the same destination  These are proven to work for us, they may not for you. Proprietary and Confidential | 2012
    4. 4. How many of you did a search today? TEXT your VOTE to 650.515.3033 Google: 21076 Bing: 21077 Other: 21078 Both: 21079 None: 21080 ***I’m not keeping this data, selling it or using it in anyway Proprietary and Confidential | 2012
    5. 5. Are you smarter than a… VS Proprietary and Confidential | 2012
    6. 6. Local Search  Premise  What is the fundamental problem?  Why does this problem warrant concern?  Where to start?  Do these things.  Resources. Proprietary and Confidential | 2012
    7. 7. The Fundamental Problem Proprietary and Confidential | 2012
    8. 8. Darth Vader Paradox Proprietary and Confidential | 2012
    9. 9. Put another way? LOCAL LOCAL GLOBAL ANALYSIS SOCIAL SOCIAL ORGANIC ORGANIC Proprietary and Confidential | 2012
    10. 10. The Fundamental Problem Actionable Insights = [Global Organic Reporting + Local Reporting]  Local Strategy – Tracking Global  International, National and Local Brands are guilty of it  It’s a local world but brands are still tracking national Proprietary and Confidential | 2012
    11. 11. Why the problem warrants concern. Proprietary and Confidential | 2012
    12. 12. Local Search - The Facts[59%]of consumers use Google every month to locate a good local business*www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
    13. 13. Local Search - The Facts[71%]of searchers value the information contained in Local Search results*www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
    14. 14. Local Search - The Facts [54%] of searchers use a local modifier in their search terms [17%] of searchers never use a local modifier [63%] of older searchers are more inclined to add a local modifier to their search terms *www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
    15. 15. Local Search - The Facts [60%] of local searchers add a town name or city name to their search terms. [42%] add a zip code. [13%] of local searchers use street names *www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
    16. 16. Local Search - The Facts [13%] of local searchers use street names *www.searchengineland.com – Myles Anderson, BrightLocal Proprietary and Confidential | 2012
    17. 17. What does that mean? Proprietary and Confidential | 2012
    18. 18. Our Barometer – Where to Start Proprietary and Confidential | 2012
    19. 19. Proprietary and Confidential | 2012
    20. 20. Proprietary and Confidential | 2012
    21. 21. Proprietary and Confidential | 2012
    22. 22. Proprietary and Confidential | 2012
    23. 23. Proprietary and Confidential | 2012
    24. 24. What to do. Proprietary and Confidential | 2012
    25. 25. 4 Ideas and 1 Thought – Out of the Circle Thinking These are not NAPs (Name, Address, Phone Number) Proprietary and Confidential | 2012
    26. 26. Quick Word on the Basics Do Them Proprietary and Confidential | 2012
    27. 27. Reviews - Think Traditionally  National Plumber  Step 1: Best Practices Guide  Asking them to utilize products/keywords in their reviews  Step 2: Marketing | Services Education  Step 3: Driver Education  Step 4: Track  The Numbers: 180 Locations, 5 Drivers/Location, 10 Stops/Day, 10% or 1/10 Review =  Brand Impact: 900 Reviews/Day, 18,000 Reviews/Mo.  Location Impact: 5 Reviews/Day, 100 Reviews/Mo. Proprietary and Confidential | 2012
    28. 28. Testimonials –Location, Location, Location  We have consistently found that testimonials create the context for increased conversions.  However, Google is penalizing for duplicate testimonials on homepage and subpages in relation to their review properties and others.  Easy Fix – Don’t do it or Google will remove  Smarter Fix – Create Image of Testimonial and Utilize Alt Tags Proprietary and Confidential | 2012
    29. 29. Segmentation – Back to Basics  Young vs. Old | Generic vs. Local Search Modifiers  Google Vs. Bing – The Dentist  100’s of Franchises  Their Demographic is skewed towards an older crowd  Use Bing Maps as their location tool and automatically link to bing maps.  Google is still indexing but Bing loves them.  Proven to be a very successful tactic. 54% of searchers use a local modifier in their search terms  17% of searchers never use a local modifier  Older searchers are more inclined to add a local modifier to their search terms – 63% Proprietary and Confidential | 2012
    30. 30. Mobile – In App vs. Browser Mobile Kicker – BIA/Kelsey: Mobile to Overtake PC for Local Search by 2015  Thought: When do you search on your phone?  Research vs. NEED  Cable/Internet/Phone Company Example  Do:  Build a mobile site – this is no longer cost prohibitive. Mobile is Local  Explore  City Lens, Wikitude  Build a mobile site – Google makes it easy *www.searchengineland.com –Greg Sterling Proprietary and Confidential | 2012
    31. 31. Local – Social, Search, Mobile  The Results. You just did it.  Think about it.  My Point. Proprietary and Confidential | 2012
    32. 32. Resources – Where the experts go.  Google it.  Leave Behind – Google Analytics Data Grabber  (www.gadatagrabbertool.com) Proprietary and Confidential | 2012
    33. 33. Thank YouProprietary and Confidential | 2012

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