Facebook Launches Local Search Engine Nearby


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After acquiring several geosocial networks, Facebook has launched Nearby, its own local search tool. Personalized search results are influenced by users’ friends’ check-ins, recommendations, and likes. This POV introduces Facebook Nearby and provides supplemental materials covering competitors like Foursquare and Yelp, as well as steps for brand implementation.

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Facebook Launches Local Search Engine Nearby

  1. 1. Facebook Nearby is a local search toolthat aggregates businesses and places.Results are sorted by users’ friends’actions (likes, check-ins, andrecommendations).Presently, this search function is onlyavailable on iOS and Android mobiledevices.This POV will explain how Nearbyworks, how brands should use it, andwhat to expect in the future.
  2. 2. Facebook is working to convert 543 million Mobile searches are expected to EXCEED mobile users into active Nearby users. desktop searches by 2015. At the end of 2012, roughly 250 million Facebook users had tagged posts with location.
  3. 3. 3. Tap ‘Places Nearby’ to1. Select ‘Nearby’ from 2. View businesses and places search for a specific place orthe Facebook menu near your current location narrow down a category
  4. 4. 4. View results based on 5. Explore the Facebook page 6. Read recommendationsfriends’ likes, check-ins, and to see the phone number, and see who among yourrecommendations address, and timeline friends has checked in before
  5. 5. CALL Tapping the call button will allow a fan to contact the LIKE place directly from the appLike the page on the go DIRECTIONS Clicking on the map will give CHECK IN directions from the currentChecking in allows a fan location to the destination to rate the location
  6. 6. WRITE SHARELeave a message Share a photo onon the page’s wall the page’s wall Recommend Write a READ recommendationLook at previousposts by the page
  7. 7. Facebook already contains an enormous amount of personal data. Integrating location intoGraph Search can provide answers to questions such as “What sushi restaurants have myfriends gone to in New York in the last six months and liked?”Advantage: Advantages: Advantages:• Most-used social platform on • 3 billion check-ins to date • Deeper search capabilitiesmobile devices • Ability to search for friends nearby • Trusted source for• Currently working with select • Considers relevancy based on time comprehensive reviews andretailers to offer free wifi forcheck-ins VS. of day, tips, likes, dislikes, overall popularity, user loyalty to location, ratings and local expertise of top visitors • Integrates Facebook API data to Disadvantage:Disadvantages: push to your profile and pull back • Monthly mobile usage is• Cannot search for friends friends’ information minimal (roughly 7 million users)nearby• Information must be updatedby the brand and thus could be Disadvantages :inconsistent or incorrect • A smaller audience of 25 million• Not yet integrated with users spend an average of 2+ hours aFacebook Events or Offers month on the mobile app
  8. 8. Facebook fans spend on average 7+ hours a month on Facebook’s mobile app andwebsite. Brands want those users discovering and interacting with their pages.Note that a business must have a Facebook page to guarantee that it will appear onFacebook Nearby. Create a Claim and Keep business Be active on Facebook Page merge any information Platform rogue locations current Ensure that all Claim and merge business any rogue Post Facebook information is up- locations updates, engage If you have not to-date with fans, and already done so, Include: encourage fans to create a Facebook Contact Facebook - Phone Number check in and leave Business page to merge pages - Address a recommendation that are not the - Operating Hours on your page official page - Website/E-mail addresses
  9. 9. 1. Will Facebook leverage Nearby as a revenue stream? Although there are currently no ads or paid opportunities for businesses to optimize their search rankings, it is possible that a sponsored location could appear higher among local listings in the future.2. How can brands boost their search ranking organically? Encourage fans and customers to interact with their page by checking in, tagging friends, liking the page and providing reviews. Each of these actions will be considered in future graph search.3. Will there be advanced searching capabilities? Presently, the location search is fairly limited to your current city and select venue category (nightlife, hotels, shopping, etc). As Nearby evolves, it may resemble Yelp or Foursquare, allowing for more robust searches based on rating and personal preferences.