Smx east sept_2011gibolandervs3 kg9-11-1y&aedits

www.localeze.com

GIB OLANDER, SMX EAST

The SoLoMo Landscape

www.localeze.com @localeze @golander59

SoLoMo: INTERSECTING


SoLoMo: 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


SoLoMo: TIMING IS EVERYTHING

New 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


SoLoMo: GETTING PERSONAL

Personalization is increasing at the local level.

YelpLivingSocial InstantGroupon Now

Google +FoursquareGowalla


GOOGLE+ POSTS NOW APPEAR IN GOOGLE SEARCH RESULTS


PERSONALIZATION: IMPACTING SEARCH RESULTS

Taking home-based check-in history and presenting similar types of businesses in search results when you visit new destinations.

Amsterdam “Coffee Shop”Maida Vale, London Marriott

Tokyo Steakhouse, Austin, TX


PERSONALIZATION: 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.


PERSONALIZED RESULTS


BEHIND THE SCENES: NAP

NAPName,

Address, Phone


SoLoMo: 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


WORD OF MOUTH: STILL IMPORTANT

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.**

Many local searchers still considering multiple businesses:

45% of consumers say they have products/services in mind, but don’t conduct a local search for specific businesses.***

*Econsultancy, July 2009 **Retail Advertising and Marketing Association/BIGresearch Study, December 2009***ComScore/15miles Local Search Usage Study 2010


BETTER TOGETHER: SoLoMo

“Consumers spend about $300 per purchase via mobile devices,” says Bon Mercado, mobile ads product specialist at Google. Presenting at a SEMPO L.A. meeting, Mercado said Google's mobile group expects a "huge" fourth quarter as a result of new products. He also mentioned that Google is working with Apple to track mobile content on iOS devices.

MediaPost Online Media Daily

“Hey, you got chocolate on my peanut butter!”

www.localeze.com

GIB OLANDER, VP OF MARKET DEVELOPMENT, LOCALEZE

[email protected]

@golander59

@Localeze

mailto:[email protected]

Smx east sept_2011gibolandervs3 kg9-11-1y&aedits

Technology

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