Beyond Maps The Hyperlocal Experience Mark Law Map Quest

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Presentation made at Where 2.0 Conference May 21st 2009

Presentation made at Where 2.0 Conference May 21st 2009

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  • 1. Beyond Maps – The Hyperlocal Experience Mark Law VP-Product MapQuest © 2009 MapQuest MapQuest proprietary information
  • 2. Macroeconomic Impact on Online User Behavior Source: Comscore, March 2009 “Cities scramble as business travel declines” (CNN, Feb 2009) Comscore Categories Y/Y UV Growth Fuel Prices and Consumer Behavior Mapping -5% “The U.S. population appears to have Online Travel Agents -7% made lasting changes to their behavior, particularly decreasing Airlines 0% discretionary driving by combining trips, taking fewer trips, using commuting Hotels / Resorts -4% alternatives to driving, and reducing the Car Rental -9% frequency of vacations by car” (Inrix National Traffic Scorecard, Oct 2008) “Staycations: Postcards from the Hedge - Faking a Vacation at Home” (WSJ, July 08)
  • 3. The Creation of MapQuest Local All Themes/ all contexts (Hyperlocal - Context of Local Sites Texting) Diversity of Local Content Total Revenue Potential Several Themes/multipl e contexts (Newspapers) Several Themes/single context (Classifieds) Local Targeted Single Theme/single Revenue Context (Business Listings) National City Neighborhood Individuals and their networks Geographical Market Focus
  • 4. Challenges in building a Local Presence Online MapQuest Local Local Online Sites Today MapQuest Local Audience (41m UV/Month) MapQuest Local Integrated, familiar, customizable Local Content experience for Cities across US Challenges in building “Local” Online: • High cost for Unique Content generation • Challenges creating and growing audience - constrained by geo-scope of site - quantity, availability and refresh rate of content - relevance to User • Standalone “vertical” content sites - brand, mindshare, quality, familiarity, customization • Challenges monetizing site - Local advertising requires dedicated Sales force Flickr • High cost to market site Local Content Publishers – GeoRSS or API = real time content
  • 5. MapQuest.com Local – Familiar Content • Unique User based business • Concert tracking • Events Reviews and rankings • 41% are on MapQuest • 42% are on MapQuest • Business content • Classifieds • Video • 35% are on MapQuest • 38% are on MapQuest • 28% are on MapQuest Topix Yelp • Used Cars • News • Business Ratings and Reviews • 39% are on MapQuest • 34% are on MapQuest • 44% are on MapQuest Flickr • Local topic texting • Movie listings • geotagged photos • 33% are on MapQuest • 38% are on MapQuest • 32% are on MapQuest WeatherBug • Weather comScore March 2009 • 21% are on MapQuest 5
  • 6. MapQuest Local Results and Observations Number of source User Cities (IP) = 8,187 Rank User City by IP Input City Number of Cities searched = 30,730 1 chantilly, va chantilly, va MapQuest Top 10 MapQuest Top 10 Local 2 new york, ny new york, ny Rank Cities in Traffic Input Cities 3 atlanta, ga atlanta, ga 1 Los Angeles, CA New York, NY 2 New York, NY Austin, TX 4 chicago, il chicago, il 3 Chicago, IL Chantilly, VA 5 houston, tx houston, tx 4 Philadelphia, PA Atlanta, GA 5 Boston, MA Chicago, IL 6 los angeles, ca los angeles, ca 6 Dallas-Ft .Worth, TX Houston, TX 7 toronto, on toronto, on San Fran - Oakland-San 7 Jose, CA Los Angeles, CA 8 tampa, fl tampa, fl 8 Washington, DC Toronto, ON 9 miami, fl miami, fl 9 Atlanta, GA Tampa, FL 10 Houston, TX Miami, FL 10 philadelphia, pa philadelphia, pa 11 mountain view, ca austin, tx 12 montreal, qc montreal, qc 13 las vegas, nv las vegas, nv 14 mountain view, ca mountain view, ca Over 80% of all City Searches are the same City
  • 7. MapQuest Local Widget Traffic
  • 8. Access MapQuest Local when you want it… • Challenge – often want local information when your not at a computer. • Released MapQuest Local on the iPhone in January 2009. • Daily UV growth in just the last month has gone up 82 %. Type Local.mapquest.com on iPhone
  • 9. Learning’s • Traditional Local content (news, events) consumed most Largest usage growth is Hyper-local content Familiar content led to greater User engagement National audience – long tail of City’s searched Most Users search for City’s where they are located Users customized the page (closed, opened and moved modules) Users interacted with modules’ interactive features
  • 10. Challenges Engagement of MapQuest Maps and Directions audience “Build it and they will come” – built a vertical site Geographical filter is fixed to “City” Limited ability for Users to add their local content directly Ability to aggregate similar “topic” feeds based on Location
  • 11. Bring us your content! Thank you Come by the booth to discuss more!