Outsourcing Digital - Will Scott ILM West
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Outsourcing Digital - Will Scott ILM West

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Will Scott's Day 1 presentation to ILM West on Outsourcing Digital for publishers and media companies. ...

Will Scott's Day 1 presentation to ILM West on Outsourcing Digital for publishers and media companies.

Discussing publishers opportunities to resell search engine optimization and social media to their advertisers.

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  • 35% of individuals that primarily use social networking sites for local search do so on a daily basis. Daily deal businesses are seeing repeat customers.Local business search users are still heavily engaged with social local content through usage of consumer reviews – both contributing and using the consumer-generated content.
  • Social is becoming ubiquious

Outsourcing Digital - Will Scott ILM West Outsourcing Digital - Will Scott ILM West Presentation Transcript

  • Outsourcing DigitalThe Talent, The Tools and The Support Will Scott – Search Influence @w2scott © Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • About Search Influence• Helping customers successfully market online since 2006. • Thousands of clients, directly and as a provider of white label solutions to newspapers and publishers. • Platform + Service• Search Influence: • 45+ full-time employees • 60+ contractors • 12 AdWords / Bing Ads Certified Staff • Based in New Orleans, LA• Reputation: • 2011 Inc. 500 honoree, 2012 Inc. 5000 honoree • Recognized leader in Local SEO and Social for SMBs • Over a decade in digital publishing @w2scott © Search Influence, LLC 2012
  • As Seen In @w2scott © Search Influence, LLC 2012
  • About Me: Will Scott• First website online in 1994• Deployed over 2,500 customized web sites in 18 months (with a production staff of 12).• Former Vice President of YPsolutions (now Local Matters) • Online Directory vendor to 20+ independent Yellow Pages • Deployed over 300 online yellow pages a year with print “look and feel” • Part of team which took Sprint BestRedYP from zero to 1,000,000 monthly visitors in 18 months • Uniquely qualified to help publishers’ online marketing @w2scott © Search Influence, LLC 2012
  • Interesting Data - http://corporate.yp.com/insights/white-papers/IMMR/YP/STREET FIGHT @w2scott © Search Influence, LLC 2012
  • More Devices = Greater Local Search Volume @w2scott © Search Influence, LLC 2012
  • Customers’ Use of Local Search @w2scott © Search Influence, LLC 2012
  • Where is Local Search? @w2scott © Search Influence, LLC 2012
  • Mobile & Tablet Catching Up @w2scott © Search Influence, LLC 2012
  • Why Local Search Is More Important Than EverLocal search = new customers and a great way to keep intouch with existing customers. – 70% of U.S. households now use the internet when shopping locally – 61% of local searches result in purchase – TMP/comScore – 82% of local searchers follow-up offline via an in-store visit, phone call or purchase – TMP/comScore – 54% of Americans have substituted yellow page phone books with the Internet and local search – comScore networks @w2scott © Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • Essential: Consistent NAP @w2scott © Search Influence, LLC 2012
  • The Anatomy of NAP What is a local citation? NAP+WNameAddressPhone #Website @w2scott © Search Influence, LLC 2012
  • Why is Consistent NAP Essential?Don’t Confuse Google! • Your NAP should be in each of these places: • Website • Social media pages • Business directories – called “citations” • Number of citations is Important, but consistency is more important • Your NAP is your local search fingerprint @w2scott © Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • Tools for SellingHOW’S YOUR NAP? @w2scott © Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • Instant NAP AnalyticsTHE RISE OF REPUTATION @w2scott © Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • Digging Deeper on Citations• Whitespark Local Citation Finder• Brightlocal Citation Tracker• Google: – "business name" + "phone number"• Organize citations so you can see NAP data errors• Clean up duplicates / erroneous citations @w2scott © Search Influence, LLC 2012
  • But what about social?THE FACEBOOK @w2scott © Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • @w2scott© Search Influence, LLC 2012
  • Use of Social Networking Sites for Local SearchUse of Social Networking Sites for local business searches has increased 67% since 2010.Facebook proves to be the Social Networking Site most frequently used to find localbusiness information. Overall Use of Social Networking Sites to Search Social Network Sites Used in 2011 for Local Business (Primary and Secondary Source) 100% 91% 90% In 2010, 93% cited 15% using Facebook. 47% 80% used MySpace. 70% 60% 50% 9% 37% 40% 30% 7% 30% 25% 20% 14% 11% 10% 4% 3% 0% 2008 2009 2010 2011* Response Added in 2011
  • Consumer Review SubmissionSocial network local business users are heavily engaged in social aspects of localbusiness search through profound usage of and contribution to consumer reviews sites. Use of Consumer Submit Consumer Number of Reviews Submitted in Ratings and Reviews Reviews Past 30 Days All All Social Network Local Social Networker Local 11% Business Users Business Users 27% More than 10 52% 14% 49% 45% 55% 6-10 38% 20% 76% 31% 2-5 29% 27% 23% 23% 30% 22% 1 13% None 22% 10% 2010 2011 2010 2011 All Social Networkers
  • The Influence of Social Networking SitesSocial networking sites influence local business decisions. Users are more likely to usea local business if its information is available on a social networking site. “Are you more likely to use a local business if it has “Are you more likely to use a local business if a information available on a social networking site?” connection recommends it?” Yes No Dont Know Yes No Dont Know 100% 100% 18% 14% 12% 90% 18% 90% 80% 80% 12% 15% 14% 19% 70% 70% -2 60% 60% -6 50% 50% 40% 40% 69% 74% 72% 30% 63% 30% 20% 20% 10% 10% 0% 0% 2010 2011 2010 2011 Pt. Change
  • SMBs Serving Consumers Use More Social MediaWhen we compare SMBs that primarily serve consumers (B2C) with those thatprimarily service businesses (B2B), we see that the former are much more likelyto use social media. 21% 49% 51% 79% SMBs That Primarily SMBs That Primarily Serve Consumers Serve Businesses Use social media Dont use social media Some cell sizes may be small and/or findings not statistically significant. Source: LCM Wave 15, Q4 2011 (and prior waves, if relevant). Methodology: Online panel. Cosponsor: ConStat. 36 Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.
  • Lots of Ad Opportunities @w2scott @w2scott © Search Influence, LLC 2012
  • Facebook Mobile Campaign @w2scott © Search Influence, LLC 2012
  • Search Influence BenefitsWhite Label Customer DashboardBranded Marketing MaterialsOn-site Sales Training (optional)Monthly ReportingDedicated Corporate SupportExpert In-House Fulfillment @w2scott © Search Influence, LLC 2012
  • Final Thoughts• Picking the right partner is key• Products will change – it pays to be nimble• Go to Market support is critical• You don’t need to be the expert, hire them• Allocate budget for expert guidance• Involve IT Early – sales / production integration is critical @w2scott © Search Influence, LLC 2012
  • Thank You!Will ScottSearchInfluence.com/blogwscott@searchinfluence.comtwitter.com/w2scott @w2scott © Search Influence, LLC 2012