DK Widget CampaignHistory, Analysis & Future of the Widgets

June 24th, 2009

Confidential - Disclose solely to RHD stakeholders or employees having a need to know2

History of the DK Widgets In an SEO Effort to obtain more incoming links and

create more traffic to the site, the DK Team devised a plan to design & implement Widgets of their own.

The focus was on creating a simple, ‘down and dirty’ Widget which basically got this task accomplished with a ‘What’ & ‘Where’ box allowing end users to search the DexKnows.com web site from their own web pages or desktop.

DK Team targeted main players in this arena, that being Google, Yahoo, Apple. For each, a ‘Widget’ or ‘Gadget’ (depending on your vernacular… Google calls them Gadgets) was developed.

For Google, a Google & iGoogle Gadget were developed. For Yahoo, a Yahoo Widget was developed. For Apple, a Mac Dashboard Widget was developed. In addition to these ‘main player’ Widgets, there were

others developed for Facebook.com & WidgetBox.com.

History of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know3

The ‘What’ input fieldThe ‘What’ input field

The ‘Where’ input fieldThe ‘Where’ input field

History of the DK Widgets With the WidgetBox Widget, came the ability to add the

Widget to blogs, social networking sites, social media sites, and even send a link to the WidgetBox Widget in an e-mail. Adding a viral marketing aspect to the Widget.

Confidential - Disclose solely to RHD stakeholders or employees having a need to know4

Add Widget to various places like Facebook, Bebo, Blogger, Typepad, WordPress, etc.

Add Widget to various places like Facebook, Bebo, Blogger, Typepad, WordPress, etc.

Send a link to the Widget in an e-mail to a friend.Send a link to the Widget in an e-mail to a friend.

History of the DK Widgets The Widgets and Gadgets are both functional on the Desktop and within a Web Page.

The Widgets & Gadgets function on both a Mac or PC.

Confidential - Disclose solely to RHD stakeholders or employees having a need to know5

Desktop Widgets: Web Page Widgets:•Google Gadget•Yahoo Widget•Mac Dashboard Widget

•Google Gadget•Yahoo Widget•Mac Dashboard Widget

•iGoogle Gadget•WidgetBox Widget•Facebook Application

•iGoogle Gadget•WidgetBox Widget•Facebook Application

Mac Widgets: PC Widgets:•iGoogle Gadget•Yahoo Widget•Mac Dashboard Widget•WidgetBox Widget•Facebook Application

•iGoogle Gadget•Yahoo Widget•Mac Dashboard Widget•WidgetBox Widget•Facebook Application

•iGoogle Gadget•Google Gadget•Yahoo Widget•WidgetBox Widget•Facebook Application

•iGoogle Gadget•Google Gadget•Yahoo Widget•WidgetBox Widget•Facebook Application

Once the Widgets & Gadgets were developed and ready to go live out in the ‘wild’, we made them accessible to the public via our ‘Free Tools’ page & through Widget Directories and Galleries. Google, Yahoo, Apple & WidgetBox all have their own mini-sites for Widgets.

History of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know6

The ‘Free Tools’ page on DexKnows.com:

History of the DK Widgets The ‘Free Tools’ page also has other content on it. In

addition to the Widgets, there are also Text Links, Banner Ads, and What & Where Search Boxes for users to download and add to their sites.

These all perpetuate the SEO strategy of obtaining more incoming links and creating more traffic to the DK site.

Confidential - Disclose solely to RHD stakeholders or employees having a need to know7

The links to Additional Content on the ‘Free Tools’ page.

The links to Additional Content on the ‘Free Tools’ page.

Text Links are “simple links that anyone can use to link to DexKnows.com”.

Copy & Paste code available for both ‘Dex Yellow Pages’ and ‘Dex White Pages’.

History of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know8

Text Links on the ‘Free Tools’ page. Complete with code that is easily selected with the click of a button.

Text Links on the ‘Free Tools’ page. Complete with code that is easily selected with the click of a button.

Banner Ads are “images that can be used to link to DexKnows.com”.

Copy & Paste code available for adding a Banner Ad to your web site.

History of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know9

Banner Ads on the ‘Free Tools’ page. Complete with code that is easily selected with the click of a button. No image download necessary.

Banner Ads on the ‘Free Tools’ page. Complete with code that is easily selected with the click of a button. No image download necessary.

What & Where Search Boxes are used “to perform a search on DexKnows.com from your site”. These come is various IAB standard sizes.

Copy & Paste code available for adding a DK Search Box to your web site in a 2-Step Process allowing for easy pasting between the ‘<head></head> tags’ and ‘<body></body> tags’ in the HTML of your web page.

History of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know10

Search Boxes on the ‘Free Tools’ page. Complete with code that is easily selected with the click of 2 buttons.

Search Boxes on the ‘Free Tools’ page. Complete with code that is easily selected with the click of 2 buttons.

Even a few credible sources blogged about our Widgets after a related Press Release.

The Kelsey Group mentioned that the Widgets were:

“a smart move that makes Dex more accessible and extends its usage beyond the IYP site alone.”

Greg Sterling wrote:

“this will provide only incremental traffic to Dex, it’s smart to do this. IYPs must leverage any and all distribution channels to boost their traffic from unpaid sources.”

History of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know11

The Kelsey Blog:

The Sterling Blog:

History of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know12

The Free Tools page and Widget Directory & Gallery submissions began in May 2008. Below is a look at usage of the DK Widgets from early September through early February 2009.

Analysis of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know13

As of February 15th 2009, here is the breakdown on DK Widget Usage. The iGoogle & Google Gadget are running hand-in-hand, while the Mac Widget trails close behind & the others take up the rear.

Analysis of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know14

With each Widget Directory & Gallery submission, there has been a careful tracking of search term ranking and the number of downloads for that particular Widget.

IE. The WidgetBox Widget Stats:

Analysis of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know15

Ranking for Specific Terms: Number of Downloads:•‘Local Business Search’ ranks #1•‘Yellow Pages’ ranks #1•‘Business Search’ ranks #7•‘Yellow Page Search’ ranks #1•‘Local Search’ ranks #3

•‘Local Business Search’ ranks #1•‘Yellow Pages’ ranks #1•‘Business Search’ ranks #7•‘Yellow Page Search’ ranks #1•‘Local Search’ ranks #3

•423 (as of 06.22.09)•423 (as of 06.22.09)

On the ‘Free Tools’ page, the Widgets are also being tracked in terms of number of downloads. As of February 15th 2009, here are the numbers:

Analysis of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know16

Various other Widget Directory & Gallery sites are also being tracked in terms of number of downloads. As of June 22nd 2009, here are some of the numbers:

Analysis of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know17

The DK Team would also like to see the DK Widget make it’s debut in the Windows Vista environment, as well as improving the Facebook Application and creating a cross-platform Google Gadget.

It would also be nice to see different types of Widgets being developed. Widgets that break out of the mold of the ‘What’ & ‘Where’ box method. Recent brainstorming has been done on this and has produced some great ideas.

Perhaps an internal campaign to inform Dex & BDC employees of the Widgets and have them install at least one of them to increase usage at a viral level?

Future of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know18

There is ample opportunity here to improve the DK Widgets of the future and increase traffic, as well as incoming links to DexKnows.com.

The Dex team looks forward to working together with the Business.com team to advance the DK Widgets into the next phase of development.

Thank You

Future of the DK Widgets

Confidential - Disclose solely to RHD stakeholders or employees having a need to know19