geico intro deck 09 10 sales preso

1 | Proprietary and confidential. Do not distribute.

Local Search CapabilitiesPrepared for: GEICO InsuranceSeptember 2010


• Media Landscape

• Strategy Development

• Print Solutions

• Online Solutions

• Program Management

Agenda


Primary Source for Local Business

Information

Print Yellow Pages23%

Search Engines33%

Internet Yellow Pages22%

Local Search Sites13%

Cell Phone/Wireless

Directory AssistanceSocial Networking SitesLocal Newspaper

Other Printed Directory

3%

1%

2%

Yearly Trending

Source: 15miles/comScore Local Search Usage Study, 2010Note: Percentages have been rounded up or down to represent a whole number; raw data totals 100%.

Consumers utilize multiple media sources when conducting a local search.

+3

-10

+5

0

+2

15miles

EXCLUSIV

E DATA

Media LandscapePrimary Source of Local Business Information


Media LandscapeSource for Local Business Information By Age Demographic

18-24 25-34 35-44 45-54 55-64 65+

11%14%

23%

30%

38%

47%

81%77%

72%

65%

57%

49%

6%9%

5% 4% 3% 2%

Offline Online Mobile

Younger generations are more likely to use online sources to find local business information while older generations usage is more evenly split between online and offline usage. Both generations have seen a decline in offline usage and a growth in online and mobile usage since 2009.

Source: TMPDM/comScore Local Search Usage Study, 2010NOTE: Category of “Other” was not included in the above graph and with this category, totals equal 100%.

TMPDM

EXCLUSIV

E DATA

5 | Proprietary and confidential. Do not distribute.5*Source: BIA / Kelsey, 2010

32% Local Search Sites

Source: TMPDM/comScore Local Search Usage Study, 2010

Consumers reference several media sources prior to making a purchase

After referencing Print Yellow

Pages

Media LandscapeSecondary Sources for Local Business Information

TMPDM

EXCLUSIV

E DATA

41% reference Search Engines or IYPs

After referencing a Search Engine

44% reference the Yellow Pages38% Local Search Sites or IYPs14% cell phone


Online Direct Mail Television Yellow Pages

Newspapers Billboards Radio Coupons Magazines

47%

18%16% 15%

9%

5% 5% 4% 4%

Media Landscape

Source: ISS Intermedia Shopping Study, 2009Online includes IYP.

Media Usage Prior to Making a Decision – Insurance (# of consumers based on active population)

Online is the top media used prior to selecting an Insurance provider


.Source: YPA Heading Rankings, 2007-2009 ”Insurance”

• The Insurance heading received over 110 million references from Print YP in 2009

• Key Independent publishers such as YellowBook are taking Market share from Utility Publishers

Print Yellow Pages References

(Millions)

2007 2008 200920

40

60

80

100

120

140

160

180

200 184

163

110

Caution, please be careful when making comparisons between 2008 and 2009 due to

methodology changes

Media LandscapePrint Yellow Pages


Media LandscapeGEICO’s Online Market Share

Overall Market Share based on Total Site VisitsGEICO vs. Top Competitors

Source: Hitwise.com – Real-Time Competitive Intelligence. Notice: This material has been generated by TMP Directional Marketing for the purposes of this publication or presentation and as such Hitwise makes no representations and provides no warranties as to the completeness of this material and context in which it is presented.


Auto Insurance - 2010 Home Insurance 2010

24% 20%

6% 17%

70% 63%General

Local

IYP

Insurance Searches Share

The Changing media LandscapeInsurance

Source: 15miles/comScore Local Search Usage Study, 2010

15miles

EXCLUSIV

E DATA

When searching online for Insurance information, searchers are using several types of media – now, more than ever, it is critical that GEICO has a cohesive online visibility.


Strategy Development


Develop media-mix based on consumer usage behavior• Optimize current print yellow pages spend and extend reach online• Utilize primary and secondary usage & behavioral research• Implement tracking and establish campaign success criteria

Print Yellow Pages Internet Yellow Pages

Program Optimization

Social Media

Local Data Feed

Paid Search & SEO


Increase lead volume and lower lead costs without increasing Yellow Pages budget.

Program Optimization-

Lead

s -

2007

2010

Low

Hig

h

Print YP

Print YP

IncrementalMedia

Print Yellow Pages leads

have declined in recent years

TMPDM negotiates

lower media costs. Savings can be used to

purchase incremental

media to offset lower lead volumes.

Online MigrationMore directory choicesStrong Independent Pubs


Program OptimizationCase Study – Insurance Company

Effective Discount Rate Analysis of client that recently switched to TMPDM

TMPDM actively negotiates with Publishers for program-wide savings that can be re-invested in

additional lead generation programs.


Ongoing Optimization of Media-mix• Evaluate each media based on its ability to reach desired performance metrics• Negotiate additional buys and/or discounts through utilization of actual campaign

results• Test. Evaluate. Optimize.

Program Optimization

Online Analytics Reporting Call Reporting


Print Solutions


TMPDM Services:• Market and account planning• Yellow Pages media planning and

placements• Co-op program management• White Pages listing management• Call tracking solutions• Targeted coupon mailers

• Award-winning creative design

Yellow PagesYellow Pages play an important role in the media mix for local businesses.

28% of all consumers reference the Yellow Pages first when they are

looking for local business information.

Sources: TMPDM/comScore Local Search Usage Study, 2009


Where do my customers come from?

State, DMA, CBSA, Radius

TrackMeasureEvaluate

TrackMeasureEvaluate

Competitive Positioning

Competitive Positioning

Directory UsageDirectory Usage

Target SegmentsTarget Segments

Define Geographic Service AreaDefine Geographic Service Area

Who is my customer?Age, Ethnicity, Category Spending, Psychographic

Profiles

Which Directories (print/online) have the

highest usage?Dove, comScore

Where should my ad appear relative to my competition?

Primary, Secondary Research

What return am I receiving?clickmaps

Targeting based on Potential

Media Planning Process


Program ObservationsWeb Address Missing

Chicago, IL (DEX)

Provide your web address in ads whenever possible. This offers an additional way for consumers to view your pertinent business information.

Miami, FL – South (ATT)


Observations• Current Leader Ad is just one page away from GEICO’s Three Full Page

Display Ad, which is the first ad in the Insurance heading. • Reducing to Double Truck Display Ad or smaller would save money and

still allow GEICO to maintain a dominant presence, since their Leader Ad falls on the first page.

Program ObservationsMaximizing Program Value

Phoenix, AZ (DEX)


Newark 2008

Newark 2009

• Creative concepts have changed very little for three consecutive issues

• Consider a creative review to keep creative executions fresh

Program ObservationsCreative Execution

Proprietary and confidential. Do not distribute.

Newark 2010


Source: CRM Associates

YPA Gold Award Before

After

Creative ServicesAward Winning Designs

Content is King• What drives calls is how content elements, “messages”, graphic elements, and ad

layout fit together• Good ads have strong content, are well organized, are easily understood, and

communicate a strong value message to consumers• The best ads educate and inform, answer questions, and make the case why the

advertiser is the best company to do business with


Online SolutionsInternet Yellow Pages


Internet Yellow Pages

15miles offers comprehensive and cost-efficient IYP solutions

• Local and national coverage• Branding and directional tactics

• Click & call tracking• Proprietary research

Pay for PerformancePay only when a consumer clicks on your ad or calls

Fixed FeePay one fixed amount per campaign


Internet Yellow Pages

Overall Internet Yellow Pages Landscape1 March 2010 (Share of Visits)

YP26%

Su-per-

pages26%

Yel-low-book23%

City-search

9%

Yelp9%

DexKnows4%

Other3%

Source: comScore US Key Measures, March 20101; Note: Visits calculations were based on all directory sites with monthly traffic over 1k unique visitors. *Network alliances are made of only exclusive partnerships as verified by TMPDM. Alliances are limited to Yellow Pages sites, and do not include any White Pages alliances. See appendix for site alliances. TMPDM/comScore Local Search Usage Study, 20092

Benefits of IYPs• IYPs maximize the effectiveness of ad placements by extending reach on distribution networks

• Additional exposure can also be achieved on search engines

• IYP are local in nature and allow you to target only consumers search in your service area

IYPs typically reach consumers who are the ‘purchase’ phase of the buying process


Internet Yellow PagesCompetitive Analysis: Auto, Home, and Life Insurance Categories

Markets reviewed: Seattle, WA; Nassau, NY; and Chicago, IL on August 10, 2010 between 1:00pm and 3:30pm CST. Please note observations are of paid ads only and do not include free listings.

No Advertising

AdvertisingPresence

DominantAdvertiser

CompetitiveAdvertiser

http://chicago.citysearch.com/


Ad Placement Observations

• GEICO appears to have no advertising under the Homeowners Insurance category on three of the five IYP sites reviewed

• However, GEICO has a PPC Listing on Superpages.com and a Prime Display Ad in this category on DexKnows.com.

• Homeowners Insurance• YP.com – No Ads• Superpages.com -

Dominant• Yellowbook.com – No Ads• Citysearch.com – No Ads• DexKnows.com – Dominant

• Complete your IYP campaign by creating a competitive presence in the Homeowners Insurance heading on YP.com, Yellowbook.com and Citysearch.com.

Internet Yellow PagesOpportunities


Online SolutionsSearch Engine Marketing


Search Engine MarketingPaid Search

Paid Search…Targeting consumers online who are actively searching for your products and services

• Ability to manage both small & large campaigns

• Geo-focused• Long-tail approach• Customized campaigns• Dedicated team monitoring,

managing, and optimizing campaigns on a daily basis

• Detailed reporting

What We Do

• Exposure on keywords you choose• Ability to control investment• Immediate results• Targeted traffic

Paid Search Benefits

Paid Search


Keyword GEICO Allstate State Farm Progressive

Paid Organic Paid Organic Paid Organic Paid Organic

Insurance 1st 1st 1st 1st - 1st 1st 1st

Car Insurance 1st 1st 1st 1st - 1st 1st 1st

Homeowners Insurance - 1st - 1st 1st 1st 1st -

Motorcycle Insurance 1st 1st 1st 1st 1st 1st 1st 1st

Online Auto Insurance - 1st 1st - - 3rd 1st 1st

InsuranceChicago, IL 1st - - - - - - -

Car InsuranceChicago, IL 1st 3rd 1st - - - 1st -

Homeowners InsuranceChicago, IL

1st 3rd - - 2nd - 1st -

Motorcycle InsuranceChicago, IL 1st - 1st - 1st - - -

Online Auto InsuranceChicago, IL 1st - 1st - 2nd - 1st -

Search Engine Marketing Google Visibility Analysis

Source: Report ran on 9/3/2010 at 5:00PM; Visibility includes the first three pages of results


15miles’ Long-Tail Approach

Search Engine Marketing

- N

um

ber

of

resu

lts -

General Specific

Low

Hig

h

- Type of Keyword Entry -

High Volume, High CostAverage Conversion

Mid-VolumeAverage Cost

Low Volume, Low CostHigh Conversion


Campaign Strengths:• GEICO has dominant exposure

across the Tier 1 engines, typically ranking within the top 2 positions across both branded and general keywords.

• Equally strong exposure on broad (national) keywords, as well as local (state and metro).

• Budget supports consistent coverage on the engines with little campaign dark time.

Potential Opportunities:• Increased focus on “hyper-

local” keywords with zip code and other specific geo-modifiers.

Goog

le

Yah

oo!

Search Engine Marketing Current Observations: Visibility


Campaign Strengths:• Ads

• Strong reference to brand in ad copy.

• Reference to savings in ad copy. Some ads reference specific savings potentials.

• Use of varied capitalization in display URL

• Landing page• Simply, streamlined conversion

process that starts on the landing page.

• Provides ability to convert online, find an agent, or call.

• Consistent branding with offline marketing.

Potential Opportunities:• Customization of ad and landing page to

geographic queries. (Reference geography in ad and on landing page)

Search Engine Marketing Current Observations: Tactics


• Mobile paid search listings through Google, Yahoo and Bing will capture users who are searching for insurance on the go using mobile devices.

• Click to call opportunities available.

Mobile Search

Google Local Ad Extensions

Search Engine Marketing Potential Opportunities

• Use Google Local Ad Extensions to promote local agent locations.


• Targeted to drive branding, traffic, and leads• Geographically targeted

• Exposure on local sites including newspapers and community portals.

• Targeting via IP address or user registration information

• Demographic and interest based targeting• Re-targeting

• Reinforcing message to users who have been to GEICO site or landing pages, but that have not converted.

• CPC and CPM cost models

• CPC or CPM Based• Lead Gen and Engagement Building

Opportunity• Drive to site/landing page• Drive to GEICO Facebook pages

• Targeting Options• Location, age, gender, keywords, education,

workplace, relationship status, interests, and language.

Local Display Advertising

Paid Social Media

Search Engine Marketing Opportunities


• Customized keyword research and on-site/off-site recommendations

• Monthly reports and analysis• Dedicated product support team• Full service SEO Solutions

including link building and social media

What We Do

• Exposure• Increased rankings• Targeted traffic

SEO Benefits

Search Engine Optimization Improving the volume and quality of traffic to your website

Organic Search

Search Engine MarketingSearch Engine Optimization


On-Site Opportunities

Streamline Content Throughout

Site

Optimize Local Pages

Increase consistency of Image

Alternative Text (not shown)

Address Site Speed Issues (not shown)

Analysis of GEICO

1

3

Important Items for Optimization

1

2

Overall SEO Site Grade: 3/4

Site Speed Grade: D

2 4


Search Engine MarketingLocalFeed

GPS

Mobile Phones

Local Search Sites

Search Engines

LocalFeed provides monthly data feeds through a trusted feed

process to top search sites & database providers

LocalFeed: Helping correct inaccurate and missing local listings

• Provides a proactive approach to help correct inaccurate listing at the source.

• Feeds provide recent, relevant, enhanced content to search engines and aggregators

• Uploads date directly to Google via Google Places

What We Do

• Increase visibility in local business listings

• Improve accuracy of free listings on local search sites

• Build out your profile pages with more robust data

LocalFeed Benefits


v

Address City StateZip

CodePhone

Number

327 W. 3rd Ave Spokane WA 99201(509) 328-

1422 X X

2324 Orange Ave NE Roanoke VA 24012(540) 985-

6550 X X

6552 S State St Murray UT 84107(801) 262-

5200 X X

1329 S. Danville Dr Abilene TX 79605(325) 692-

0440 X X

14981 Old Hickory Blvd Nashville TN 37211(615) 376-

2969 X X

6703 Kingston Pike Knoxville TN 37919(865) 219-

7998 X X

2631 Boundary St Beaufort SC 29906(843) 522-

0302 X X

101 West Natick Rd Warwick RI 02886(401) 736-

5444 X X

8845 SW Cascade AveSuite 110

Beaverton OR 97008(503) 924-

3320 X X

2033 Arden Way, Suite C Sacramento CA 95825(916) 923-

5050 X X

Correct

Incorrect

Not VisibleNote: All searches were done on 9/7/2010 at 10:30AM using general keywords (ie. Car Insurance in

[city, State]. Analysis is based on the first 3 pages of organic results. GEICO’s website was used for correct information.

Search Engine MarketingLocal Listing Analysis


Below are two examples of locations that have been “Merchant Verified” on Yahoo Local! but have different phone numbers than what appears on their

GEICO.com Local Pages.

Misleading InformationCustomers expect the information on your website to be accurate. Inaccuracies at any level may decrease the trust potential customers have in GEICO and will drive potential customers to your competitors.

Note: All searches were done on 9/7/2010 at 10:30AM using general keywords (ex. Car Insurance [City, State]) or branded keywords (ex. GEICO [City, State]) Analysis is based on the first 3 pages of organic results. GEICO’s website was used for correct information.

Search Engine MarketingLocal Listing Analysis


Search Engine MarketingLocal Listing Analysis: Sample Data Enrichment Reporting

Understand and improve the quality of your local information


Online SolutionsSocial Media


Social Media

Social Networks

Bookmarks

Blogs and Microblogs

KnowledgeVideo

Images

News

Technologies

Social Media Categories

TMPDM will establish your brand presence across multiple social platforms and leverage them appropriately to create success based on client objectives.

TMPDM’s Social Media

Generated exposure 81%Increased traffic, subscribers, list

61%

New business partners 56%Increased position in search rankings

52%

Generated qualified leads 48%Reduced overall marketing expenses

45%

Helped close sales 35%

Benefits of Social Media Marketing According to

Marketers*

*Source: (% responding) Social Media Marketing Industry Report, March 2009

http://news.cnet.com/i/bto/20091021/flickr-logo.png


Conversations and comments will happen about your brand, products or services online. Through social media monitoring, you can gain insights into what is being said:• General level of customer satisfaction• Need for additional offerings, or product development• Product feedback• Need for intervention over an issue being discussed on the web• What competitors are doing in the space?• What is being said about competitors and overall industry?• Where targets are currently engaged?• Where advocates are could be cultivated?

Social Media Monitoring and Reporting

Types of Platforms Monitored:

• Blogs and Comments• Discussion boards• Forums• Mainstream sites and news• Microblogs (including

Twitter)• Social networking spaces• Photo and video platforms• Sentiments


In the past month:

Social Media Discussions

• “Geico” was mentioned 40,167 times on the social web by name• These mentions happened across a wide variety of social platforms with 35.6% on MicroMedia (Twitter), 28.8% on Facebook , and 18.5% occurring on blogs

Data for the dates of 7/1/10 – 7/31/10

GEICO


Through monitoring, opportunities to respond to positives

and negatives present themselves creating unique andauthentic opportunities to engage your social customer

base.

Social Media DiscussionsGEICO

Sample Positive: Sample Negative:


Social Media Program Options

1. Consultation: TMPDM can complete a full assessment from a Social Media perspective:

• Provide an in-depth report of your current landscape

• Recommend next steps

• Plan development

3. Continuation: The key to community success is ongoing engagement and maintenance. TMPDM can assist by monitoring, maintaining, and growing your Social Media program’s:• Presence• Plans

• Tools• Communities

2. Creation:

Depending on your objectives, TMPDM can:

• Develop profiles

• Submit content

• Upload videos and images

• Develop technologies

• Answer social forum questions

• Bookmark content

• And more…

Start

GEICO


Social Media monitoring and marketing programs help you achieve your overall marketing goals.

Brand Insights

Web Visibility &

SERP ownership

Community Building

Customer Service

Social Media Opportunities

Through Social Media marketing we can develop a program to help GEICO maintain competitive leadership, increase overall web presence and build a community of engaged members, respond to core issues and more.

Our approach gives us the flexibility to develop a Social Media program that fits your needs.

GEICO


Program Management


TMPDMConnect• Manage print advertising

program online• Approve directory placements

and Artwork• Access to online tear pages• Program reporting

Clickmaps• Ad performance

dashboard• Track campaign trends• View performance by channel• Download analysis & reports

YP Books Online• Industry’s most

comprehensive tear page library• Over 13,400 directory issues • 3-year archive for most

publications• White & Yellow Pages sections

Program ManagementOnline Management Tools


TMP Directional Marketing

Our Commitment• Integrated Strategies

• Budget allocation based on media performance

• Trackable Results• Media placements will be

optimized to campaign success metrics

• Improved Lead Volume & ROI

• Cutting edge Research Resources

Media M

ix

SEOPaid Search

Offline Search

Campaign Measuremen

t

Mobile Search

Local Search

IYP

Web Development

Social Media


Steve RaynerInteractive Media Specialist972.340.7634│[email protected]

Connect with us: Facebook │ Twitter │ LinkedIn │ SearchPerspective │ Monthly Newsletter

http://www.facebook.com/tmpdm

http://www.twitter.com/tmpdm

http://www.tmpdm.com/linkedin

http://www.searchperspective.com/

http://www.tmpdm.com/newsletter/


94 99110

95

134125

104

155

0

20

40

60

80

100

120

140

160

180

GEICO ALLSTATE STATE FARM PROGRESSIVE

Print Yellow PagesOnline

Source: Simmons 2010

Media LandscapeMedia Consumption

Media Consumption by type (Index)

In general, online usage indexes higher than Print Yellow Pages (PYP) usage when looking at the companies below.



Media LandscapeMedia Consumption – PYP Usage

117

159171

36

0

20

40

60

80

100

120

140

160

180


Media Consumption by type (Index)PYP – Banking/Finance/Insurance Headings

GEICO’s policy holders are above-index in their usage of the Banking/Finance/Insurance headings in the Print Yellow Pages.


119109 113 107

0

20

40

60

80

100

120

140

160

180



Media ConsumptionIYP Usage

Media Consumption by type (Index)Used IYPs in Last 30 Days

Overall, insurance policy holders over-index in Internet Yellow Pages (IYP) usage.


Social Media Monitoring & Reporting

• Custom developed lists of keywords• Custom filtering around monitoring keyword targets• Additional data surrounding conversation spikes including

date, volume, key topics, etc. • Key influencer insights and trends broken down by

campaign segments• Trending charts (after the first month) with custom trend

analysis and insights• Overall actionable social and/or brand recommendations

based on monitored insights• And more…

With our Social Media monitoring programs you receive reports like those above AND:

GEICO


Social Media Discussions

• GEICO has the most mentions by far, followed by Allstate and then State Farm• GEICO owns 47.9% of the competitive share-of-voice followed by Allstate 15.5%, State Farm 13.5%, Liberty Mutual 8%, Progressive 6.3%, Farmers 5.8%, Nationwide 2.8%

In the past month:

GEICO

Data for the dates of 7/1/10 – 7/31/10

4,883

2,374

6,745

11,347

12,981

5,297

40,167

geico intro deck 09 10 sales preso

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