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Jed Williams Presentation

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  • 1. Socialize 2011: “Next Steps for Rep”The Reputation Management Evolution… and Implications for YOUR Business” 1 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 2. BIA/Kelsey Research:SMBs Lag Consumers in Media Use Consumers Source: BIA/Kelsey Research SMBs - Local Commerce Monitor Survey, Wave 14 (More info) - User View Survey (Methodology: Online) (More info) *Number of different media used by consumers when shopping for local products or services. 2 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 3. Local Business Use of Digital Channels (source: Merchant Circle) 3 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 4. The View from the Business… 4 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 5. Online Presence Used by SMBs Yes No Not sure 120% 0% 4% 2% 5% 100% 29% 80% 44% 58% 60% 87% 40% 70% 52% 20% 40% 9% 0% Company has website Profile page Facebook page Mobile website Source: Local Commerce Monitor US. Wave 14, Q4/2010. Methodology: Online. Cosponsor: Constat. Base: total advertisers (n=307). 5 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 6. Importance of Online Ratings and Reviews How important are online customer ratings and reviews to your business? Not too important 16.0% Somewhat important 28.0% Very important 25.0% Extremely important 17.0% Not at all important 14.0% 0% 5% 10% 15% 20% 25% 30% NOTE here about the overall importance of reviews!!... Source: Local Commerce Monitor US. Wave 14, Q4/2010. Methodology: Online. Cosponsor: Constat. Base: total advertisers (n=307). 6 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 7. BIA/Kelsey Research: SMBs Plan Increasein Use of „Web 2.0‟ CapabilitiesWhen we asked our tracking question about usage intentions of various Web 2.0capabilities in the next 12 months (vs. the past 12 months), we see ambitious plans acrossmost of these capabilities. Advertisers Intend to Use New60% Capabilities Aggressively50% Past 12 Months 46% Next 12 Months 39%40% 35% 32% 29%30%20% 16% 14%10% 7% 0% Video on Another Web Video on Own Web Site Links/Ads on Social Customer-10% Site Sites/Blogs Ratings/Reviews Source: BIA/Kelsey Local Commerce Monitor Wave 14 4Q2010. Methodology: Online. Communication Platforms Co-sponsor: ConStat 7 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 8. Use of SEO, SEM or Reputation Monitoring Not sure No Yes 9.0% Online review manager 74.0% 17.0% 13.0% Search engine marketing (SEM) 59.0% 28.0% 11.0% Search engine optimization (SEO) 39.0% 50.0% 0% 10% 20% 30% 40% 50% 60% 70% 80% Base: Advertisers that have a website, business profile page, Facebook page or mobile website. Source: Local Commerce Monitor US. Wave 14, Q4/2010. Methodology: Online. Cosponsor: Constat. 8 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 9. Local Ad Spend: Five-Year Forecast: Massive ERPM Growth “The Communication Platform” All Other Media ERPM* Online/Interactive $160 $153.5 $149.8 $150 $144.3 $141.5 $16.0 $136.0 $136.2 $15.1 $140 $13.8US$ Billions $12.5 $5.1 $9.3 $11.0 $4.1 $130 $3.0 $1.1 $2.2 $120 $1.6 $110 $130.7 $132.4 $125.6 $126.8 $127.6 $100 $123.6 $90 $80 2010 2011 2012 2013 2014 2015 *ERPM = Email, Reputation Digital revenues associated with traditional media (e.g., websites associated and Presence Management with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media, and are not included in Online/Interactive revenues above. 9 Note: Numbers are rounded. Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 10. The Evolution of ERPM & Social CRM Social MessagingHolistic, Consolidated Communication Platform Network: Reviews Distribution; Syndicated Publishing Review Aggregation & Loyalty: Survey Monitoring Capture (post check-in; post visit); Offers Monitor Social Business Publishing Listings Email Marketing Text Message 10 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
  • 11. Next Steps for Rep: Today‟s Panelists 11 Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.