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Socialize 2011: “Next Steps for Rep”

The Reputation Management Evolution…and Implications for YOUR Business”

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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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Local Business Use of Digital Channels

(source: Merchant Circle)

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The View from the Business…

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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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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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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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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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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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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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Next Steps for Rep: Today’s Panelists