Panos Bethanis Local Search Marketing

1. December 9, 2009

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. 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. 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. 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. 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. Data & Content (2 of 2)
BETIS Confidential Slide 7

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. News and Community (1 of 2)
BETIS Confidential Slide 9

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. Events and Promotions (1 of 2)
BETIS Confidential Slide 11

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. Looking Ahead at Local Publishing
BETIS Confidential Slide 13

14. Questions / More Information
Panos Bethanis
President/CEO
BETIS/DirectoryM
100 Franklin Street; Suite 900
Boston, MA 02110
Phone: 617.933.7500
Email: panos@directoryM.com
BETIS Confidential Slide 14