directorym
DESCRIPTION
Panos Bethanis Local Search MarketingTRANSCRIPT
December 9, 2009
� DirectoryM – Background
� Local Search - User Requirements
� Provider Focus - User Intent
� Data and Content
� JDPower Visual
� News and Community
� The Columbus Dispatch Visual
� Events and Promotions
� Car and Driver Visual
� Local Constituents Redefined
� Looking Ahead at Local Publishing
� Questions / More Information
BETIS Confidential Slide 2
Index
DirectoryM – Background
BETIS Confidential Slide 3
DirectoryM’s technology platform facilitates the organization of local information worldwide and effectively brings local buyers and sellers together online.
� Founded in 2002
� Acquired by BET in 2007
� 500+ Local and Vertical Media Partners
� 300+ Local Data Partners
� 12 International Markets
Key Statistics
Offices:
Boston, USA
Guangzhou, China
Managua, Nicaragua
Lille, France
London, United Kingdom Madrid, Spain
Athens, Greece
Criciúma, Brazil
Employees:
76
Key Metrics: Approximately 25MM monthly visitors
growing at 15% per month
IYP & Content Network:500+ local and vertical media partners
300+ local data providers
25,000+ new topics launched per month
10,000+ new companies per month
5,000+ new events per month
International Markets:China, United Kingdom, Spain, France,
Brazil, Australia, Canada, Mexico, Italy,
Greece, Romania, and Turkey
Local Search – User Requirements
BETIS Confidential Slide 4
Local Search Users are:
� Impatient
� Require precise real-time information
� Hard to Satisfy – expect all relevant sources of information
� Product and service updates
� Event schedules
� Vendor availability
� Peer support
� Expert advice
� Trusted facilitators
Provider Focus – User Intent
BETIS Confidential Slide 5
Local providers must deliver on user intent via:
� Constant data collection and organization
� Credible confirmations, opinions, and updates
� Peer experience - dynamic and vetted
� Community access - ability to engage
� Contextual advertisers and providers
� Interactivity
Data and Content (1 of 2)
User need:
� Homeowners insurance in New York, NY
Requirements:
� Qualified, local providers
� Expert advice
� State requirements and regulations
� Supplemental reading materials
BETIS Confidential Slide 7
Data & Content (2 of 2)
BETIS Confidential Slide 8
News and Community (1 of 2)
User need:
� Childcare in Columbus, OH
Requirements:
� Qualified, local providers
� Expert advice
� Peer feedback
� Subject-matter news
BETIS Confidential Slide 9
News and Community (1 of 2)
BETIS Confidential Slide 10
Events and Promotions(1 of 2)
User need:
� New BMW in Boston, MA
Requirements:
� Qualified, local providers
� Promotional offers and savings
� Federal tax incentives
� Showcases and preview events
BETIS Confidential Slide 11
Events and Promotions (1 of 2)
Local Constituents Redefined
BETIS Confidential Slide 12
Multiple Sources Required:
� Respect the enthusiast, educate the public
� Enrich through bulletins, blogging, and community gateways
� Allow for expert administrators
Full Distribution:
� Direct referral
� Host allowance
� User invitation
� Social means – Facebook, Twitter, MySpace, etc.
BETIS Confidential Slide 13
Looking Ahead at Local Publishing
Questions / More Information
Panos Bethanis
President/CEO
BETIS/DirectoryM
100 Franklin Street; Suite 900
Boston, MA 02110
Phone: 617.933.7500
Email: [email protected]
BETIS Confidential Slide 14