DATA INTEGRITY FOR YOUR

BRAND AND LOCATIONS

Vice President of Market Development, LocalezeGib Olander

Monitoring key market trends, Gib Olander helps define current and emerging Localeze products through deep industry insight. His strong relationships with search engines, mobile apps and social networks has helped Localeze’s business clients improve their local search presence across the local search ecosystem.

Over the past decade, Gib has become a recognized thought leader in local search and speaks frequently at search industry conferences like BIA/Kelsey, PubCon, SES and SMX, among others. Prior to joining Localeze, Gib was a business development director at iCrossing and held positions at Chicago.Citysearch.com, Ameritech Yellow Pages and Advo.

Business identity: until now, this was enough!

What is a business identity today?

Data integrity: Business listings identity management

A Phone Number is a critical piece of information in establishing a businesses online local search identity.

Name, Address, Phone (NAP) is a Business Identity

Jims Electronics111 S Weber RdBolingbrook, IL 60490 630-771-9378

Additional Information Brands - General Electrical: Sony Brands - Cameras: Nikon, Kodak, Olympus Brands - Lighting: Philips lighting Equipment, Hardware & Accessories: Tvs, Mp3 players, Ipods, Camcorders, Digital cameras, Computers, Printers Brands - Office Electronics: Canon Brands - Car Electronics: Xm, Boston acoustics, Garmin, Pioneer Brands - Home Audio: Bose Brands - Home Entertainment: Hitachi, Jvc, Lg, Onkyo, Panasonic, Philips, Samsung, Sharp, Sony, Tivo, Toshiba Products: Televisions, Mp3 players, Gps, Computers, Laptops Brands - Electronics: Apple, Bose, Boston acoustics, Canon, Compaq, Garmin, Hp, Hitachi, Jvc, Kodak, Lg, Microsoft, Nikon, Olympus, Panasonic, Pioneer, Samsung, Sharp, Tivo, Toshiba Brands - Computers: Ipods, Apple, Compaq, Hewlett packard Categories: Electronics - equipment & services, Electronics - dealers, Electronic equipment & supplies, Electronic equipment & supplies service & repair, Electronics

Local online business listings: a complex system

Data Integrity: Online Anchor Identity

Enable’s your content to be used authoritatively (citations)

Allow for recovery & discovery platforms to present a robust presence for your business.

Creates the opportunity for infringement and chain management.

Local search results

Natural search results

Paid search results

Paid results

61%

27%

10%

2%

58%

31%

9%

2%

Most relevant results Most trustworthy results

Opinion on Search Results

Local business searchers do not believe paid results are relevant or trustworthy.

Source: 2012 comScore custom research - 15miles/Localeze Local Search Usage Study

Local Search Results: Most Relevant, Trusted

Primary Source for Local Business Information

Source: 2012 comScore custom research - 15miles/Localeze Local Search Usage Study

2007 2008 2009 2010 2011

33% 30% 28% 23% 21%

30% 31% 31%33% 35%

17% 19% 21%22% 15%

13% 11% 12%13%

13%

7% 7% 6% 8% 9%1% 1% 2%

5%0.02

Print Yellow Pages

Search Engines

IYP Sites

Local Search Sites

Social Networking Sites*

Consumer Rating/Review Sites*

*NOTE- Social Networking sites added in 2008, Consumer Rating/Review Sites added in 2011, Cell Phone/Wireless Device removed in 2011

Other

-2

+2

-7

-

+3

+1

Most local business searchers use Search Engines as their primary source for local business information. Social Networking Sites are an increasingly popular primary source of local business information.

Pt. Change

DATA INTEGRATION: TODAY SOLOMO INTEGRATING

IN FACT, COLLIDING

38% of mobile searchers frequently look for local retailer information including phone # and address.*

70% of all mobile searches result in action within 1 hour. **

There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush.***

*ROI Research/Performics 2011 Mobile Search Study ** Mobile Marketer*** Mobile Marketing Association Asia

timing is EverythingNew relevancy signals for marketers, advertisers and search engines are driven by “when” a search or social check-in takes place.

GROUPON NOW!

Living Social Instant Deals

Nearly 20 percent of the top search queries on Twitter at any given moment won’t be a popular search query just one hour later http://arxiv.org/abs/1205.6855

getting personalPersonalization is increasing at the local level.

YelpLivingSocial InstantGroupon Now

Google +FoursquarePinterest

PERSONALIZATION: IMPACTING SEARCH RESULTSTaking home-based check-in history and presenting similar types of businesses in search results when you visit new destinations.

Eiffel Tower, ParisMaida Vale, London

Marriott

Tokyo Steakhouse, Austin, TX

DATA INTEGRITY: WHAT DOES IT MEAN FOR MARKETERS? You need to establish your online identity-it anchors customer experience

Claim your listing or your identity won’t exist across SoLoMo

Avoid fragmented listings.

Behind the scenes: nap

NAPName,

Address, Phone

Security & listings hijackers•Over last 12 months, there were 11,000 unauthorized attempts to claim business listings in the Localeze database.

•24.9% of unauthorized attempts came from IP addresses outside the US.

•85% of these attempts were changing category to service-to-home.

What is a listings hijacker?Individual that attempts to grab listing identities and repurpose for own gains.

What should a business/marketer do?Ensure listing is claimedContinually manage online identity

BE FINDABLE

…Mobile, Local and Social are happening now

Establish and manage your identity today

If your identity isn’t established, you don’t exist

Each Business Location should create and

maintain a Local Search content cloud,

organizing content for recovery and discovery

search

Word of mouth: still important (social is 2012 for word of mouth)83% of online shoppers:

Said they are interested in sharing information about their purchases with people they know.*

Consumers say word of mouth:

Is the #1 influence on Electronics (43.7%) & Apparel (33.6%) purchases.*

90% of consumers:

Trust recommendations from people they know and 70% trust the opinions of unknown users.**

49% of Local Searchers search without a specific business in mind.

*Econsultancy, July 2009 **Retail Advertising and Marketing Association/BIGresearch Study, December 2009***ComScore//Localeze-15miles Local Search Usage Study 2012

QUESTIONSgibolander@localeze.com

@golander59

@Localeze