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Panos Bethanis Local Search Marketing

Published in: Technology, Business
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  1. 1. December 9, 2009
  2. 2. Index DirectoryM – Background Local Search - User Requirements Provider Focus - User Intent Data and Content JDPower Visual News and Community The Columbus Dispatch Visual Events and Promotions Car and Driver Visual Local Constituents Redefined Looking Ahead at Local Publishing Questions / More Information BETIS Confidential Slide 2
  3. 3. DirectoryM – Background Key Statistics DirectoryM’s technology platform facilitates the organization of local information worldwide and effectively brings local Offices: buyers and sellers together online. Boston, USA Guangzhou, China Managua, Nicaragua Founded in 2002 Lille, France London, United Kingdom Acquired by BET in 2007 Madrid, Spain 500+ Local and Vertical Media Partners Athens, Greece Criciúma, Brazil 300+ Local Data Partners Employees: 12 International Markets 76 Key Metrics: Approximately 25MM monthly visitors growing at 15% per month IYP & Content Network: 500+ local and vertical media partners 300+ local data providers 25,000+ new topics launched per month 10,000+ new companies per month 5,000+ new events per month International Markets: China, United Kingdom, Spain, France, Brazil, Australia, Canada, Mexico, Italy, Greece, Romania, and Turkey BETIS Confidential Slide 3
  4. 4. Local Search – User Requirements Local Search Users are: Impatient Require precise real-time information Hard to Satisfy – expect all relevant sources of information Product and service updates Event schedules Vendor availability Peer support Expert advice Trusted facilitators BETIS Confidential Slide 4
  5. 5. Provider Focus – User Intent Local providers must deliver on user intent via: Constant data collection and organization Credible confirmations, opinions, and updates Peer experience - dynamic and vetted Community access - ability to engage Contextual advertisers and providers Interactivity BETIS Confidential Slide 5
  6. 6. Data and Content (1 of 2) User need: Homeowners insurance in New York, NY Requirements: Qualified, local providers Expert advice State requirements and regulations Supplemental reading materials
  7. 7. Data & Content (2 of 2) BETIS Confidential Slide 7
  8. 8. News and Community (1 of 2) User need: Childcare in Columbus, OH Requirements: Qualified, local providers Expert advice Peer feedback Subject-matter news BETIS Confidential Slide 8
  9. 9. News and Community (1 of 2) BETIS Confidential Slide 9
  10. 10. Events and Promotions (1 of 2) User need: New BMW in Boston, MA Requirements: Qualified, local providers Promotional offers and savings Federal tax incentives Showcases and preview events BETIS Confidential Slide 10
  11. 11. Events and Promotions (1 of 2) BETIS Confidential Slide 11
  12. 12. Local Constituents Redefined Multiple Sources Required: Respect the enthusiast, educate the public Enrich through bulletins, blogging, and community gateways Allow for expert administrators Full Distribution: Direct referral Host allowance User invitation Social means – Facebook, Twitter, MySpace, etc. BETIS Confidential Slide 12
  13. 13. Looking Ahead at Local Publishing BETIS Confidential Slide 13
  14. 14. Questions / More Information Panos Bethanis President/CEO BETIS/DirectoryM 100 Franklin Street; Suite 900 Boston, MA 02110 Phone: 617.933.7500 Email: BETIS Confidential Slide 14