1. Socialize 2011: “Next Steps for Rep”
The Reputation Management Evolution…
and Implications for YOUR Business”
1
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2. BIA/Kelsey Research:
SMBs Lag Consumers in Media Use
Consumers
Source:
BIA/Kelsey Research
SMBs - Local Commerce Monitor Survey,
Wave 14 (More info)
- User View Survey (Methodology:
Online) (More info)
*Number of different media used by
consumers when shopping for local products
or services. 2
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3. Local Business Use of Digital Channels
(source: Merchant Circle) 3
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4. The View from the Business…
4
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5. Online Presence Used by SMBs
Yes No Not sure
120%
0% 4% 2% 5%
100%
29%
80%
44%
58%
60%
87%
40%
70%
52%
20% 40%
9%
0%
Company has website Profile page Facebook page Mobile website
Source: Local Commerce Monitor US. Wave 14, Q4/2010.
Methodology: Online. Cosponsor: Constat.
Base: total advertisers (n=307).
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6. Importance of Online Ratings and Reviews
How important are online customer ratings and reviews to your
business?
Not too important 16.0%
Somewhat important 28.0%
Very important 25.0%
Extremely important 17.0%
Not at all important 14.0%
0% 5% 10% 15% 20% 25% 30%
NOTE here about the overall importance of reviews!!...
Source: Local Commerce Monitor US. Wave 14, Q4/2010.
Methodology: Online. Cosponsor: Constat.
Base: total advertisers (n=307).
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7. BIA/Kelsey Research: SMBs Plan Increase
in Use of „Web 2.0‟ Capabilities
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.
Advertisers Intend to Use New
60%
Capabilities Aggressively
50% Past 12 Months 46%
Next 12 Months 39%
40% 35%
32%
29%
30%
20% 16%
14%
10% 7%
0%
Video on Another Web Video on Own Web Site Links/Ads on Social Customer
-10% Site Sites/Blogs Ratings/Reviews
Source: BIA/Kelsey Local
Commerce Monitor Wave 14
4Q2010. Methodology: Online.
Communication Platforms
Co-sponsor: ConStat
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8. Use of SEO, SEM or Reputation Monitoring
Not sure No Yes
9.0%
Online review manager 74.0%
17.0%
13.0%
Search engine marketing (SEM) 59.0%
28.0%
11.0%
Search engine optimization (SEO) 39.0%
50.0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
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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9. Local Ad Spend: Five-Year Forecast:
Massive ERPM Growth “The Communication Platform”
All Other Media ERPM* Online/Interactive
$160
$153.5
$149.8
$150
$144.3
$141.5 $16.0
$136.0 $136.2 $15.1
$140
$13.8
US$ Billions
$12.5 $5.1
$9.3 $11.0 $4.1
$130 $3.0
$1.1 $2.2
$120 $1.6
$110
$130.7 $132.4
$125.6 $126.8 $127.6
$100 $123.6
$90
$80
2010 2011 2012 2013 2014 2015
*ERPM = Email, Reputation
Digital revenues associated with traditional media (e.g., websites associated and Presence Management
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. 9
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10. The Evolution of ERPM & Social CRM
Social
Messaging
Holistic, Consolidated Communication Platform Network:
Reviews
Distribution;
Syndicated
Publishing
Review
Aggregation & Loyalty:
Survey
Monitoring Capture
(post check-in;
post visit);
Offers
Monitor Social
Business Publishing
Listings Email
Marketing
Text
Message
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11. Next Steps for Rep: Today‟s Panelists
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