4. Address & Map
What’s Nearby
How Good Is That Place
Who’s Nearby
How “Worthy” Is That Person & Their Opinion
From Identification to Reputation
5. Profiles – Can be a Vulnerability
•You should only create
or claim profiles you
are prepared to
manage long term.
•Or populate with data
not likely to change.
6. Profiles – Can be a Vulnerability
•Use specialized
services that manage
listings centrally.
• Now social profiles &
postings too –
increasingly complex to
manage.
•PingFM, PixelPipe, Pos
tling etc
7. Businesses are Challenged
Key elements of concern – fragmented over multiple platforms
Listings and Profiles
– Search and Social
Monitor
Reviews, Mentions, Ratings, C
ompetitors
Posting Updates Everywhere
Advertising, Coupons & Related
Analytics
8. Is Facebook the only content
management system SMBs need?
Check-in
Facebook LinkedIn
Sites
Twitter Blogs Websites
Social
CMS >>
10. Businesses First Need
Syndication Claiming Verification Video Visibility Reputation Branding
Syndicate Listings Across the Digital Search Landscape
Search Engines
Directories
Mobile, 411 & GPS
Social Networks
11. Businesses First Need
Syndication Claiming Verification Video Visibility Reputation Branding
Claimed Business Listings Protect Identity
Google
Yahoo
Bing
Yellow Pages Sites
12. Businesses First Need
Syndication Claiming Verification Video Visibility Reputation Branding
Added Credibility with Verification
Acknowledge Verification calls
Verify claimed listings
Add links to Verification badges
BBB, Chamber of Commerce
13. Businesses First Need
Syndication Claiming Verification Video Visibility Reputation Branding
Broad Distribution of Video Profiles
Videos can be simple
It’s about the narrative text
Post broadly
Google wants video site maps
14. Businesses First Need
Syndication Claiming Verification Video Visibility Reputation Branding
Visibility Analysis and Presence Reports
Free Search Tools
GetListed, AmIVisible, UBL – APIs and
data extraction
Citations Where the listings appear
or are omitted
Data Errors Which fields are
inaccurate
18. Reputation Monitoring
Syndication Claiming Verification Video Visibility Reputation Branding
Monitor Listings, Reviews, and Social Mentions
See reviews, comments, blog
posts, photos, and videos about your
business
React quickly to any negative reviews
View useful snapshots of consumer sentiment
Compare yourself with competitors in
your region and category
Manage your social presence in one
integrated dashboard
19. Some Leaders in the Field
Syndication Claiming Verification Video Visibility Branding
Reputation
22. Alerts for the “buzzed-about”
Syndication Claiming Verification Video Visibility Reputation Branding
23. Social Profiles = Branding
Syndication Claiming Verification Video Visibility Reputation Branding
Claim Your Brand on Social Networks
Search tools show where your
brand is available as a user name
across social sites – Knowem
Claiming services reserve brand user
name on hundreds of sites
Ensure brand consistency, gain
broad exposure for your
business, and protect trademarks
24. Listings Evolution & Opportunity
•Definition of what
is a business listing
is evolving.
•Now seeing
“installation” listings
for services inside
venues or other
businesses.
•Opportunities for
Brands to not be
subordinated.
26. Local Search is not Local
A query from a Long Beach, CA user
27. UBL at SMX
Booth Number 206
Chris Travers
President and Co-Founder
cptravers@UBL.org
203-293-8848
http://twitter.com/UBLorg
http://www.facebook.com/UniversalBusinessListing
28. The importance of
external citations
from national &
local directories
and social networks
like Yelp and even
Twitter-based sites.
29.
30. Additional Data Points
• Every data field accepted by a publisher represents
traffic and revenue opportunities.
• Businesses overlook simple ones that are vital – like
Hours Of Operation.
• Video is the future – even if it is a simple slideshow
hosted on YouTube.
• Small businesses find it easy to use a Facebook page if
they do not have a Website.
31. Enhanced Data Fields In Anchor
Data Sets
• Products • Department Store Information
• Services Information • Landmark Information
• Brands • Complex Information • Recreational Information
• Keywords • Electronic Store • Bar Information
• Parking Options Information • Convenience Store
• Professional Services • Car Dealer Information Information
• Languages • Bike Dealer Information • Golf Course Information
• Alternative Name • Concert Place • Semi-Private HOO for
Information Public
• Anchor/Host Business • Restaurant Information
• Unofficial Landmark • Airport Information
• Price Range • Hotel Information
• Restaurant/Bar Types • Shopping Center
• Dress Code Information
• Smoking Preference • Casino Information
• Zagat Rating • Amusement Park
32. Enhanced Content (All Businesses)
•Additional General Content
• Storefront Photos
• Business Descriptions
• Products (Pizza, Stromboli / Party Supplies, Balloons)
• Services (Hair Coloring, Manicures, etc.)
• Brands (Nikon, Minolta, Canon, Sony, etc.)
• Keywords (Accounting, Auditing, Bookkeeping, Taxes, etc.)
• Languages Spoken
• Alternative Business Names (AKA names – e.g. “KFC”, “Kentucky Fried”)
• Anchor / Host Business (Walmart, Target, Safeway, etc.)
• Unofficial Landmarks (e.g. "Next to the YMCA")
•Additional URL's / Links
• Facebook
• Twitter
• YouTube
• Alternative Social URL (Foursquare, Gowalla, etc.)
• Coupon Links
• Logo Links
33. Enhanced Content (Category Specific)
Restaurant Information Hotel Information
• Reservations • Internet Access
• Banquet Rooms • Indoor/Outdoor Pool/Hot Tub
• Bar • Exercise Facility
• Valet Parking • Restaurant/Lounge
•
• Pet Friendly
Airport Information • Room Service
• Shuttle Service • Cable TV
• Types of Restaurants/Lounges • Continental Breakfast
• Long/Short Term Parking • Shuttle Service
• Internet Connections • Kitchens
• Check-In Kiosks • Meeting Rooms
• Guest Laundry
Casino Information • Valet Parking
• Valet Parking
• On-Site Restaurant/Lounge Amusement Park Information
• Check Cashing Service • Adult or Kid Rides
• Keno • Water Park
• Bingo • Live Entertainment
• Lodging/Campground
Shopping Center Information • Seasonal Hours
• Anchor Stores • Price Range
• Food Court
• ATM's
34. Enhanced Content (Category Specific)
Bar Information Landmark Information
• Type • Admission Cost
• Live Entertainment • Park Permit Required
• Smoking Preference • Lodging/Campground
• Food • Gift Shop
• Museum
Recreational Information • Visitor Center
• Park Permit Required • Restaurant
• Number of Tent/RV Sites
• Emergency Shelter Golf Course Information
• Sheltered Picnic Areas • Golf Equipment Rental
• Reservations • Caddy Service
• Swimming/Fishing/Boating Areas • Championship Course
• Fire Pits • Semi-Private Hours of Operation for Public
• Equipment Rentals • Dress Code
• Valet Parking
Convenience Store Information
• Public Restrooms
• 24 Hr Convenience Store
• Handicap Service Attendant
• Food/Restaurant
37. How To Make Business
Disappear
1. Messing with names – stuffing keywords
2. Call tracking numbers
3. Address social climbing
4. Category lapses
5. Missing data elements
6. Insufficient distribution!
Editor's Notes
All inter-related
There are specialized tools and services for each one of these features and a growing array of dashboards.
Multiple platfroms means multiple citations. There are some people not on facebook!
PO Box issues
For corporations and professional SEOs
For SMBs
Great for companies with a strong brand or many product brands to protect
Brand opportunities on the increase – who owns the content in these listings? Who is to say publishers will not add brands to listings without the business knowing and with links to transactions?
A common misconception – understandable given the name. Location-based, geo-targeted, directional?
Here every result is from another directory
Businesses should not be afraid of comments and reviews – sometimes they can be helpful – the reviews were the only place that told me this was a bank with tellers not just an ATM-only facility.
