2016 Place Conf: From Pokemon Go to Snapchat Geofilters - New Thinking about Location
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Transcript of 2016 Place Conf: From Pokemon Go to Snapchat Geofilters - New Thinking about Location
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Why Location-Based Experience is the New Frontier of Mobile Search
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Yext by the Numbers
Yext is a Location Management Platform based in New York City!
800k+ Locations Managed
400+ Enterprise
Clients
550+Employees
5Offices
Worldwide
100+Publisher Partners
100+Member
TechnologyTeam
$115MFunding
2014 + 2015Forbes most
promising companies list
50+MemberServices
Team
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About Me
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About Search
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More than halfof all searches now occur on mobile devices
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Location search on mobile is growing
more than 50% fasterthan mobile search as a whole
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30% of all searchesare related to location
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76% of “nearby” mobile searchesresult in a business visit
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28% of “nearby” mobile searchesresult in a purchase
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Location Services
The best apps on your phone use location services to help you Go Places.
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Location Services
The hottest apps on your phone use location services to help you Go Places.
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Brands needs to be connected to all theseapps and services in order for mobile consumers
to easily find, visit and transact with their locations.
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The Rise of Near-Me Searches
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The Rise of Near-Me Searches
Mobile search behavior is anchored in local
• Words like “near me,” “closest,” and “nearby” have increased rapidly over the past few years
• Google studies show that “near me” searches have increased 34X since 2011, and nearly doubled from 2014 to 2015
Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015
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The Rise of Near-Me Searches
Google Now Assumes You Want Local Information
• “Near me” searches have increased so much that Google will automatically displays local results for highly general searches, such as “cable” or “dentist”
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The Rise of Near-Me Searches
Mobile Empowered Consumer Expectations• Mobile consumers expect this information wherever and whenever they’re searching.
Store Visits In-Store Purchases On-The-Go Searches
50% of smartphone users
who conduct a search for a business convert
that same day
18% of smartphone searches for a local business lead to a same-day purchase
50%of consumers who
aren’t sure where to eat don’t search until within
an hour of going
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Consumer Journey Defined by “Micro Moments”
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Micro-Moments: Location-Based Experience
Google defines these in-the-go searches as “micro-moments”
• Consumer journey is fractured into hundreds of real-time, intent-driven micro moments where customer interacts with a brand
• Each one is a critical opportunity for brands to shape our decisions and preferences
• These decisions and preferences drive experiences, which are shaped by location
• All the latest apps are focused on creating local experiences for consumers
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GeoLocation In Mobile Apps
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Micro-Moments: Location-Based Experience
Example: Snapchat’s GeoFilters
Snapchat
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Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks
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Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks Spotify
+
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What does this mean for your business?
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1. You Need to Be Everywhere
Just Google alone has many different platforms for local business information
Search Maps/NavigationGoogle +
Waze
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Reach customers wherever they search via integration-based partnerships with Google, Facebook, Apple, and 100+ other third-party apps, maps, and directories.
How do you make each one of these endpoints the best they can be?
1. You Need to Be Everywhere
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2. Need to Enhance Listings with Rich Content
When it comes to online business information, less isn’t more. Rich listings with images, descriptions, contact information, directions, and reviews are far more effective.
Basic listing: Name, Address Phone
Rich listing: Photos, Reviews, Description, Categories
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2. Need to Enhance Listings with Rich Content
• Yext’s Comparative Listings Study showed that across the board, all 14 listing fields (beyond NAP) showed a positive impact on engagement
• Listing fields include:• Hours• URL• Menu• Logo• Photos• Videos• Calendar
Yext’s Comparative Listings Study, 2015
• Emails• Product List• Facebook URL• Twitter Handle• Descriptions• Payment Options• Foursquare Offer
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Thank You