jed williams presentation
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
Socialize 2011: “Next Steps for Rep”
The Reputation Management Evolution…and Implications for YOUR Business”
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
BIA/Kelsey Research: SMBs Lag Consumers in Media Use
SMBs
Consumers
*Number of different media used by consumers when shopping for local products or services.
Source: BIA/Kelsey Research - Local Commerce Monitor Survey,
Wave 14 (More info)- User View Survey (Methodology:
Online) (More info)
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
Local Business Use of Digital Channels
(source: Merchant Circle)
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
The View from the Business…
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
Company has website
Profile page Facebook page Mobile website0%
20%
40%
60%
80%
100%
120%
70%
52%40%
9%
29%
44%58%
87%
0% 4% 2% 5%
Yes No Not sure
Online Presence Used by SMBs
Source: Local Commerce Monitor US. Wave 14, Q4/2010.Methodology: Online. Cosponsor: Constat.Base: total advertisers (n=307).
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
How important are online customer ratings and reviews to your business?
Not at all important
Extremely important
Very important
Somewhat important
Not too important
0% 5% 10% 15% 20% 25% 30%
14.0%
17.0%
25.0%
28.0%
16.0%
Importance of Online Ratings and Reviews
Source: Local Commerce Monitor US. Wave 14, Q4/2010.Methodology: Online. Cosponsor: Constat.Base: total advertisers (n=307).
NOTE here about the overall importance of reviews!!...
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
BIA/Kelsey Research: SMBs Plan Increase in Use of ‘Web 2.0’ Capabilities
Video on Another Web Site
Video on Own Web Site
Links/Ads on Social Sites/Blogs
Customer Ratings/Reviews
-10%
0%
10%
20%
30%
40%
50%
60%
7%
16%
35%29%
14%
32%
46%
39%
Past 12 Months
Next 12 Months
Advertisers Intend to Use New Capabilities Aggressively
When we asked our tracking question about usage intentions of various Web 2.0 capabilities in the next 12 months (vs. the past 12 months), we see ambitious plans across most of these capabilities.
Communication PlatformsSource: BIA/Kelsey Local Commerce Monitor Wave 14 4Q2010. Methodology: Online. Co-sponsor: ConStat
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
Search engine optimization (SEO)
Search engine marketing (SEM)
Online review manager
0% 10% 20% 30% 40% 50% 60% 70% 80%
50.0%
28.0%
17.0%
39.0%
59.0%
74.0%
11.0%
13.0%
9.0%
Not sure No Yes
Use of SEO, SEM or Reputation Monitoring
Base: Advertisers that have a website, business profile page, Facebook page or mobile website.
Source: Local Commerce Monitor US. Wave 14, Q4/2010.Methodology: Online. Cosponsor: Constat.
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
Local Ad Spend: Five-Year Forecast: Massive ERPM Growth “The Communication Platform”
2010 2011 2012 2013 2014 2015$80
$90
$100
$110
$120
$130
$140
$150
$160
$125.6 $123.6 $126.8 $127.6 $130.7 $132.4
$1.1 $1.6 $2.2 $3.0
$4.1 $5.1
$9.3 $11.0$12.5
$13.8$15.1
$16.0
All Other Media ERPM* Online/Interactive
US
$ B
illio
ns
Digital revenues associated with traditional media (e.g., websites associated with local TV stations, local radio stations, newspapers and magazines) are included in the revenues for the traditional media, and are not included in Online/Interactive revenues above. Note: Numbers are rounded.
*ERPM = Email, Reputation and Presence Management
$136.0 $136.2$141.5
$144.3
$149.8$153.5
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
The Evolution of ERPM & Social CRM
Review Aggregation &
Monitoring
Monitor Business Listings Email
Marketing
Social Publishing
Loyalty: Survey
Capture (post check-in; post visit);
Offers
Social Messaging Network:
Reviews Distribution; Syndicated Publishing
Text Message
Holistic, Consolidated Communication Platform
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Proprietary and Confidential. Copyright © 2011 BIA/Kelsey. All Rights Reserved.
Next Steps for Rep: Today’s Panelists