Data Integrity For Your Brand And Locations


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Gib Olander, Vice President of Market Development at Localeze, presents on the importance of data integrity for brands at SIMposium 2012.

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  • Amsterdam “coffee shop”- joke!!
  • Data Integrity For Your Brand And Locations

    2. 2. Vice President of Market Development, Localeze Gib Olander Monitoring key market trends, Gib Olander helps define current and emerging Localeze products through deep industry insight. His strong relationships with search engines, mobile apps and social networks has helped Localeze’s business clients improve their local search presence across the local search ecosystem. Over the past decade, Gib has become a recognized thought leader in local search and speaks frequently at search industry conferences like BIA/Kelsey, PubCon, SES and SMX, among others. Prior to joining Localeze, Gib was a business development director at iCrossing and held positions at, Ameritech Yellow Pages and Advo.
    3. 3. Business identity: until now, this was enough!
    4. 4. What is a business identity today?
    5. 5. Data integrity:Business listings identity management A Phone Number is a critical piece of information in establishing a businesses online local search identity. Name, Address, Phone (NAP) is a Business Identity Jims Electronics 111 S Weber Rd Bolingbrook, IL 60490 630-771-9378 Additional Information Brands - General Electrical: Sony Brands - Cameras: Nikon, Kodak, Olympus Brands - Lighting: Philips lighting Equipment, Hardware & Accessories: Tvs, Mp3 players, Ipods, Camcorders, Digital cameras, Computers, Printers Brands - Office Electronics: Canon Brands - Car Electronics: Xm, Boston acoustics, Garmin, Pioneer Brands - Home Audio: Bose Brands - Home Entertainment: Hitachi, Jvc, Lg, Onkyo, Panasonic, Philips, Samsung, Sharp, Sony, Tivo, Toshiba Products: Televisions, Mp3 players, Gps, Computers, Laptops Brands - Electronics: Apple, Bose, Boston acoustics, Canon, Compaq, Garmin, Hp, Hitachi, Jvc, Kodak, Lg, Microsoft, Nikon, Olympus, Panasonic, Pioneer, Samsung, Sharp, Tivo, Toshiba Brands - Computers: Ipods, Apple, Compaq, Hewlett packard Categories: Electronics - equipment & services, Electronics - dealers, Electronic equipment & supplies, Electronic equipment & supplies service & repair, Electronics
    6. 6. Local online business listings:a complex system
    7. 7. Data Integrity: Online Anchor IdentityEnable’s your content to be used authoritatively (citations)Allow for recovery & discovery platforms to present a robustpresence for your business.Creates the opportunity for infringement and chain management.
    8. 8. Local Search Results: Most Relevant, Trusted Opinion on Search Results Most relevant results Most trustworthy results 61% 58% 31% 27% 10% 9% Local business searchers do not 2% 2% believe paid results are relevant or trustworthy.Local search Natural search Paid search Paid results results results results Source: 2012 comScore custom research - 15miles/Localeze Local Search Usage Study
    9. 9. Primary Source for Local Business Information Most local business searchers use Search Engines as their primary source for local business information. Social Networking Sites are an increasingly popular primary source of local business information. Pt. Change 7% 7% 6% 8% +1 9% Other 1% 1% 2% 2% Consumer Rating/Review Sites* 13% 11% 12% +3 5% 13% Social Networking Sites* - 13% Local Search Sites 17% 19% 21% 22% -7 IYP Sites 15% 30% 31% 31% 33% +2 35% Search Engines 33% 30% 28% Print Yellow Pages 23% -2 21% 2007 2008 2009 2010 2011*NOTE- Social Networking sites added in 2008, Consumer Rating/Review Sites added in2011, Cell Phone/Wireless Device removed in 2011 Source: 2012 comScore custom research - 15miles/Localeze Local Search Usage Study
    11. 11. IN FACT, COLLIDING38% of mobile searchers frequently look for local retailerinformation including phone # and address.*70% of all mobile searches result in action within 1 hour. **There are 6.8 billion people on the planet. 5.1 billion of themown a cell phone, but only 4.2 billion own a toothbrush.*** *ROI Research/Performics 2011 Mobile Search Study ** Mobile Marketer *** Mobile Marketing Association Asia
    12. 12. timing is EverythingNew relevancy signals for marketers, advertisers and search engines aredriven by “when” a search or social check-in takes place. GROUPON NOW! Living Social Instant Deals Nearly 20 percent of the top search queries on Twitter at any given moment won’t be a popular search query just one hour later
    13. 13. getting personalPersonalization is increasing at the local level.Google + YelpFoursquare LivingSocial InstantPinterest Groupon Now
    14. 14. PERSONALIZATION:IMPACTING SEARCH RESULTSTaking home-based check-in history and presenting similar types ofbusinesses in search results when you visit new destinations. Eiffel Tower, Paris Maida Vale, London Marriott Tokyo Steakhouse, Austin, TX
    15. 15. DATA INTEGRITY:WHAT DOES IT MEAN FOR MARKETERS?You need to establish your online identity-it anchors customer experienceClaim your listing or your identity won’t exist across SoLoMoAvoid fragmented listings.
    16. 16. Behind the scenes: nap NAP Name, Address, P hone
    17. 17. Security & listings hijackers What is a listings hijacker? •Over last 12 Individual that attempts to grab listing months, there were identities and repurpose for own gains. 11,000 unauthorized attempts to claim business listings in the Localeze What should a business/marketer do? database. Ensure listing is claimed Continually manage online identity •24.9% of unauthorized attempts came from IP addresses outside the US. •85% of these attempts were changing category to service-to-home.
    18. 18. BE FINDABLE…Mobile, Local and Social arehappening nowEstablish and manage youridentity today If your identity isn’t established, you don’t exist
    19. 19. Each Business Location should create and maintain a Local Search content cloud, organizing content forrecovery and discovery search
    20. 20. Word of mouth: still important (social is 2012for word of mouth)83% of online shoppers: Consumers say word of mouth: Said they are interested in sharing Is the #1 influence on Electronicsinformation about their purchases with (43.7%) & Apparel (33.6%) purchases.*people they know.*90% of consumers: 49% of Local Searchers search Trust recommendations from people without a specific business inthey know and 70% trust the opinions of mind.unknown users.***Econsultancy, July 2009**Retail Advertising and Marketing Association/BIGresearch Study, December 2009***ComScore//Localeze-15miles Local Search Usage Study 2012
    21. 21.