Outsourcing Digital - Will Scott ILM West
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© Search Influence, LLC 2012
Outsourcing Digital
The Talent, The Tools and The Support
Will Scott – Search Influence
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
About Search Influence
• Helping customers successfully market online since 2006.• Thousands of clients, directly and as a provider of white label
solutions to newspapers and publishers.• Platform + Service
• Search Influence:• 45+ full-time employees• 60+ contractors• 12 AdWords / Bing Ads Certified Staff• Based in New Orleans, LA
• Reputation:• 2011 Inc. 500 honoree, 2012 Inc. 5000 honoree• Recognized leader in Local SEO and Social for SMBs• Over a decade in digital publishing
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© Search Influence, LLC 2012
As Seen In
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@w2scott
© Search Influence, LLC 2012
About Me: Will Scott
• First website online in 1994• Deployed over 2,500 customized web sites in 18 months (with a
production staff of 12).• Former Vice President of YPsolutions (now Local Matters)
• Online Directory vendor to 20+ independent
Yellow Pages• Deployed over 300 online yellow pages a year
with print “look and feel”• Part of team which took Sprint BestRedYP from
zero to 1,000,000 monthly visitors in 18 months• Uniquely qualified to help publishers’ online
marketing
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@w2scott
© Search Influence, LLC 2012
IMMR/YP/STREET FIGHTInteresting Data - http://corporate.yp.com/insights/white-papers/
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© Search Influence, LLC 2012
More Devices = Greater Local Search Volume
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© Search Influence, LLC 2012
Customers’ Use of Local Search
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@w2scott
© Search Influence, LLC 2012
Where is Local Search?
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© Search Influence, LLC 2012
Mobile & Tablet Catching Up
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@w2scott
© Search Influence, LLC 2012
Why Local Search Is More Important Than Ever
Local search = new customers and a great way to keep in touch with existing customers.
– 70% of U.S. households now use the internet when shopping locally
– 61% of local searches result in purchase – TMP/comScore
– 82% of local searchers follow-up offline via an in-store visit, phone call or purchase – TMP/comScore
– 54% of Americans have substituted yellow page phone books with the Internet and local search – comScore networks
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
Essential: Consistent NAP
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© Search Influence, LLC 2012
The Anatomy of NAP
What is a local citation?N A P + W
Name
Address
Phone #
Website
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© Search Influence, LLC 2012
Why is Consistent NAP Essential?
Don’t Confuse Google!
• Your NAP should be in each of these places:• Website• Social media pages• Business directories – called “citations”
• Number of citations is Important, but consistency is more important
• Your NAP is your local search fingerprint
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
HOW’S YOUR NAP?Tools for Selling
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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© Search Influence, LLC 2012
THE RISE OF REPUTATIONInstant NAP Analytics
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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@w2scott
© Search Influence, LLC 2012
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© Search Influence, LLC 2012
Digging Deeper on Citations
• Whitespark Local Citation Finder• Brightlocal Citation Tracker• Google:
– "business name" + "phone number" • Organize citations so you can see NAP
data errors• Clean up duplicates / erroneous citations
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© Search Influence, LLC 2012
THE FACEBOOKBut what about social?
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© Search Influence, LLC 2012
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© Search Influence, LLC 2012
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Use of Social Networking Sites for Local Search
2008 2009 2010 2011
4%
7%
9%
15%
Overall Use of Social Networking Sites to Search for Local Business
(Primary and Secondary Source)
Use of Social Networking Sites for local business searches has increased 67% since 2010. Facebook proves to be the Social Networking Site most frequently used to find local business information.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%91%
37%30%
25%
14%11%
3%
Social Network Sites Used in 2011
In 2010, 93% cited us-ing Facebook. 47%
used MySpace.
* Response Added in 2011
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All Social Networkers
22%10%
22%
13%
31%
30%
14%
20%
11%
27%More than 10
6-10
2-5
1
None
2010 2011
23%27%
38%
45%
All
Social Networker Local Business Users
Consumer Review Submission
Submit Consumer Reviews
Number of Reviews Submitted in Past 30 Days
55%
76%
2010 2011
23%
29%
49%52%
All
Social Network Local Business Users
Use of Consumer Ratings and Reviews
Social network local business users are heavily engaged in social aspects of local business search through profound usage of and contribution to consumer reviews sites.
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The Influence of Social Networking Sites
“Are you more likely to use a local business if a connection recommends it?”
2010 20110%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
69% 63%
14% 19%
18% 18%
Yes No Don't Know
“Are you more likely to use a local business if it has information available on a social networking site?”
2010 20110%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
74% 72%
12% 15%
14% 12%
Yes No Don't Know
Social networking sites influence local business decisions. Users are more likely to use a local business if its information is available on a social networking site.
-6-2
Pt. Change
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36
Proprietary and Confidential. Copyright © 2012 BIA/Kelsey. All Rights Reserved.
SMBs Serving Consumers Use More Social Media
49%51%
Use social mediaDon't use social media
21%
79%
Some cell sizes may be small and/or findings not statistically significant.Source: LCM Wave 15, Q4 2011 (and prior waves, if relevant). Methodology: Online panel. Cosponsor: ConStat.
When we compare SMBs that primarily serve consumers (B2C) with those that primarily service businesses (B2B), we see that the former are much more likely to use social media.
SMBs That Primarily Serve Consumers
SMBs That Primarily Serve Businesses
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@w2scott
© Search Influence, LLC 2012
Lots of Ad Opportunities
@w2scott
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© Search Influence, LLC 2012
Facebook Mobile Campaign
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@w2scott
© Search Influence, LLC 2012
Search Influence Benefits
White Label Customer Dashboard
Branded Marketing Materials
On-site Sales Training (optional)
Monthly Reporting
Dedicated Corporate Support
Expert In-House Fulfillment
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@w2scott
© Search Influence, LLC 2012
Final Thoughts
• Picking the right partner is key• Products will change – it pays to be nimble• Go to Market support is critical• You don’t need to be the expert, hire them• Allocate budget for expert guidance• Involve IT Early – sales / production
integration is critical
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@w2scott
© Search Influence, LLC 2012
Thank You!
Will Scott
SearchInfluence.com/blog
twitter.com/w2scott