Search, Social Media & The Evolving Newspaper : LPA 2012
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Max Thomas, president of Thunder SEO, discusses the growing importance of local search in advertising, emphasizing the relevance of local newspapers and the shift toward digital and social media. He highlights that consumers increasingly trust recommendations from friends and family over traditional advertising, and stresses the need for businesses to adapt to this changing landscape. The document concludes with a call for newspapers to evolve in order to maintain their significance in local advertising and community engagement.
Search, Social Media & The Evolving Newspaper : LPA 2012
- 1. LPA Annual Convention May 5, 2012
- 2. First Off, Who Am I? • Name: Max Thomas • Twitter: @ThunderMax • Title: President • LinkedIn: linked.in/maxthomas • Company: Thunder SEO • Read My Posts: bit.ly/max-blog
- 3. What Does Thunder Do? • Search >> Google / Bing / Yahoo! • Local Search >> Google / Google Places • Social Media >> Twitter / Facebook / Pinterest / YouTube • Content Development >> Blog Posts / Infographics / Video / White Papers • Online Community Building >> Integrates All Of Above • Clients >> Local & Regional Companies / National Brands
- 4. Who Are Our Clients? Local & Regional Companies National Brands •Apartment Communities •Medical Facilities •Auto Repair Shops •Shipping Companies •Hotels & Temporary Housing •Law Firms •Consumer Product Companies
- 5. “Why is he talking to us about local newspapers?” ?
- 6. Grew Up Hearing About Newspapers
- 7. And…all those companies used to advertise mostly with local media.
- 8. PUNCHLINE Everything is getting more local Local newspapers are at the historic “center” of local Stay relevant Be the digital “center” where community members engage, interact and transact
- 9. Google & Newspapers – Not A Good Marriage
- 10. Audience Participation Why does Google like newspapers? (Hint: Both have to do with rankings.)
- 11. Audience Participation http://www.google.com/about/company/ Links Webpages
- 12. Webpages Media Sites Observation: Keep some content in front of paywall to get search traffic.
- 13. Links (Inbound Links) Without links, the engines might never find this page
- 14. What Is An Inbound Link? A Vote For Your Site I L ik e Th Site is !
- 15. What Is An Inbound Link? More Votes = More Links
- 16. What Is An Inbound Link? Are All Links Equal?
- 17. What Is An Inbound Link? And What About Questionable Links?
- 18. What Is An Inbound Link? “Bad Guys” Tried To Game Google Paid Links – Link Farms – Reciprocal Links
- 19. Google Cracks Down On “Spammy” Links Feb 2011 >> Panda Update May 2011 >> Panda 2 Jan 2012 >> Venice Update April 2012 >> Penguin Update 100’s of algorithm updates annually
- 20. Links Google Rewards Links that are •Authority •Quality Newspapers & Media
- 21. Trusted Local Newspaper Content Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
- 22. That’s Not Possible With Paywalls Content behind the paywall is not searchable by Google.
- 23. Google Keeps Courting Newspapers
- 24. All This Over Links & Pages? Matt Cutts Principal Engineer “User Experience”
- 25. What Motivates Google Poor search results People not using Google No one clicking on Adwords Ads Lower revenue (and market cap) Remember: Links and good content are fundamental to Google’s algorithm
- 26. NOW: Social Media Important To Search • Bing confirmed social is full ¼ of search algorithm (SMX San Jose 2012): • For Bing: Twitter, Linkedin & Fan Pages.
- 27. NOW: Social Media Important To Search • Google confirmed the algorithm tracks social shares and mentions in December 2011 • Growing importance of Google+ and indexed content from Twitter, Linkedin & Facebook Fan Pages
- 30. Readers / Subscribers How Do Online Users Shop Locally? Trend – US Search & Local Search Market Continues To Grow Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
- 31. Readers / Subscribers How Do Users Shop Locally? Trend – Social Media Grows As Method To Find Local Businesses Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
- 32. Readers / Subscribers Friends Have More Credibility Than Brands 92% of respondents in 56 different countries trust Word-of-Mouth recommendations from friends and family above all other forms of communication. Source: Nielsen’s Latest Global Trust in Advertising Survey
- 33. Readers / Subscribers Strangers Have More Credibility Than Brands • Consumers are increasingly likely to trust the voices of strangers over those of a corporation. • Online consumer reviews are the second-most trusted form of communication (cited by 70% of consumers, up 15% since 2007). Source: Nielsen’s Latest Global Trust in Advertising Survey
- 34. Readers / Demonstration - How People Search & Subscribers Make Local Buying Decisions
- 35. Readers / Subscribers Case Study – Shopping For Apartments Trend – Online Advertising & Website Lead Newspaper & Yellow Pages Ads Online apartment listing/shopping website 79% Apartment community’s (or management 78.5% company’s) website Driving in neighborhoods I want to live in 68.9% Referrals (friends, co-workers) 59.2% Search engine 55.1% Ratings and reviews website 51.6% Printed apartment guide 32.0% Apt community’s (or mgmt company’s social 13.8% networking page) Newspaper advertising 13.5% Yellow pages 2.5% Source: @SatisFacts Research
- 36. Readers / A Story: Subscribers Prospect Peter Searches For An Apartment Peter is logged in Alright! to his Google Personal account. results from my friends. Location set for where Peter is searching.
- 37. Readers / A Story: Subscribers Prospect Peter Clicks To See “Personal Results” My friend +1’d Regents Park. I’ll check out that one! Friend on Google+ “+1’d” the Regent’s Park page.
- 38. Readers / A Story: Subscribers Prospect Peter Checks Out +1’d Page Looks nice… and they have a Fan Page. Great! I’ll check it out. Community’s Fan Page listed on website.
- 39. Readers / A Story: Subscribers Prospect Peter Checks Out The Fan Page Great looking Fan Page! They have lots of fans. That’s a good sign. t Grea a ys, “ ere’s ael s h Mich to live.” T too. s place f update real o lots s like a Look munity c om s v ent ve e for y ha n The I’m dow gg too aster E ! the E Hunt.
- 40. Readers / A Story: Subscribers Prospect Peter Checks Out The Twitter Profile 2,134 followers! That’s a lot. Good sign. d y an ’s Da Two of Fool . April adness ! hM ites e Marc my favor ace mor this pl Community’s Twitter profile I’m liking d more. listed on website. an
- 41. Readers / A Story: Subscribers Prospect Peter Looks For Reviews Hmm…3.5 rating on Apartment Ratings. Let’s see what’s up.
- 42. Readers / A Story: Subscribers Prospect Peter Checks Out The Reviews There’s good and bad reviews. The bad reviews look like isolated complaints. But they DO have positive reviews and LOTS of good stuff happening on their Fan Page and Twitter…
- 43. Readers / Audience Participation: Subscribers What Does Prospect Peter Decide To Do? No. I’m not going to Yes! I’m going to contact contact Regent’s Park. Regent’s Park. Just a few The negative reviews negative reviews but lots concern me. of positive buzz online.
- 44. Readers / Reviews Matter / Subscribers Social Matters More • 60% of general public say ratings and reviews are important, 29% actually use them. • 63% of online users more likely to buy if business is also found on a social network. • 72% of online users more likely to use a local business if connection recommends it. Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
- 45. Readers / Subscribers Social Media Supports Positive Reviews Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
- 46. Readers / Okay…Let’s Vote Again: Subscribers What Does Prospect Peter Decide To Do? No. I’m not going to contact Yes! I’m going to contact Regent’s Park. The Regent’s Park. Just a few negative reviews concern negative reviews but lots of me. positive buzz online.
- 47. Readers / Subscribers What Does Prospect Peter Decide To Do? Yes! I’m going to contact Regent’s Park. Just a few negative reviews but lots of positive buzz online.
- 48. Readers / Subscribers Why People Use Newspapers
- 49. Readers / Subscribers Why People Use Internet & Cell/Smart Phones Email-personal 96.7% Email-work 77.4% Personal banking/investments 77.1% Research-personal 75.9% Entertainment 75.6% News 73.0% Shop 71.7% All in Social networking sites - personal and/or entertainment 71.5% newspaper Interests/hobbies 59.9% 58.6% Research-work domain Instant messaging-communication with friends 49.6% Ratings and review sites-shopping, help with buying 42.8% decisions Video games/entertainment 33.2% Instant messaging-communicate with co-workers 32.6% Social networking sites-for work-related purposes 27.5% Discussion groups, chat rooms or blogs-personal 24.0% Twitter-to keep in touch with people you find interesting 16.3% Twitter-to keep in touch with what friends are doing 16.0% Social networking sites-shopping, help with buying decisions 15.2% Dating 11.8% Source: ©SatisFacts Research Discussion groups, chat rooms or blogs-work 10.3% Twitter-for work related purposes 7.1%
- 51. Advertisers / Revenue Where Local Businesses Advertise • Newspapers – Print & Online • Regional Weeklies/Monthlies – Print & Online • Free Coupon Publications • Inserts & Flyers • Direct Mail • Search Engine – PPC • Directory Websites • Vendor Directory Websites • Yellow Pages – Print & Online • Local Cable – TV & Online • Radio – On-air & Online
- 52. Advertisers / Revenue Case Study: Convoy Auto Repair
- 53. Advertisers / Revenue Case Study: Convoy Auto Repair Tracks Two Leads: 1. Online Form 2. Phone Calls
- 54. Advertisers / Revenue Case Study: Convoy Auto Repair Correlation Between Coupon Pub’s, Geography & Negative Reviews
- 55. Advertisers / Revenue Case Study: Convoy Auto Repair Correlation Between Coupon Pub’s, Geography & Negative Reviews
- 56. Advertisers / Revenue Case Study: Convoy Auto Repair Search Highest Quality Calls
- 57. Advertisers / Revenue Case Study: Convoy Auto Repair Timeline
- 58. Advertisers / Revenue Case Study: Convoy Auto Repair There was a time when I was convinced that the Internet was the only way to advertise and I dropped ALL print. Now I believe that a carefully planned mix of Internet, direct mail and, yes, even some local weeklies more centered to the community you do business with is of growing importance. I am just saying that I now believe the scales of justice in regard to the Internet and print are becoming back into balance.
- 59. Advertisers / Revenue Case Study: Convoy Auto Repair What about the metro daily? …the cost was way up there. The type of clientle it produced was just the coupon shoppers which are not my target demographic.
- 60. Advertisers / Revenue Case Study: Convoy Auto Repair And what about the YellowPages?
- 61. Advertisers / Revenue Case Study: Convoy Auto Repair Summary •Avg Call Length of 1:27 -- below 2:00 threshold •Avg price per call of $22 – for low quality calls •Adwords PPC of $33 – for high quality calls, 2:00+ •Ad click rate of $1.50 – “ad” is on YP.com versus business website
- 62. Advertisers / Revenue Decline In IYP Usage Trend – Internet Yellow Page Usage Showing Steady Decline Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
- 63. Advertisers / Revenue YP Sales Reps – Watch Out! Source: Local Ad Networks – Making Sense Of Local Online Advertising, 2012, BIA/Kelsey.
- 64. Advertisers / Revenue YP Sales Reps – Watch Out! • Long-standing relationships with businesses • IYP reports show that business gets thousands of “visits” per month, but this is to business listing on YellowPages.com (hard to confirm stats via third-party) • Sales rep’s armed with “Online Marketing” and “SEO” programs that are misguided (up-charge) • Sales Suggestion: Pay to set-up call tracking number for print and for website ads, include CallerID as part of report; also set-up trackable link (like bit.ly or Goo.gl) to show how many clicks the ad gets Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
- 65. Advertisers / Revenue Daily Deals Trend – 60% Of Local Online Shoppers Use Daily Deals
- 66. Advertisers / Revenue Daily Deals Trend – 60% Of Local Online Shoppers Use Daily Deals Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
- 67. Advertisers / Revenue Daily Deals Popular With Digital Readers
- 68. Advertisers / Revenue Newspaper ROP Ad Revenue Increasing Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
- 69. Advertisers / Revenue Small Markets Are The Place To Be Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
- 70. Advertisers / Revenue Small Markets Are The Place To Be These papers serve markets without integral broadcast TV stations. Some have only limited local radio coverage. They remain the place people in town go to find out who’s died, what the city council said, and what’s going on at local schools and events. They have small staffs, few union contracts, and fierce reader loyalty. If their future doesn’t look rosy, it at least looks sustainable. Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
- 72. Operations / Costs Non-Legacy News Sites Profitable
- 74. Content Competing Online Local News Sources Blogs Social Media
- 75. Content Growth In Blog Readers & Bloggers
- 76. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
- 77. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
- 78. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
- 79. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
- 80. Content What’s Fueling All These Blogs? Source: Technorati Media, State Of The Blogosphere 2011
- 81. Content What’s Fueling All These Blogs? Editorial Exploding Downsizing Blogosphere Source: Technorati Media, State Of The Blogosphere 2011
- 82. Content Hyperlocal Blogging - Seattle 1. Newspapers Contract • Two Dailies Closed In Four Years: • The King County Journal – 1/2007 • Post Intelligencer (1863 Seattle’s Oldest) – 3/2009 • The Seattle Times Cut Newsroom 44% 3. Hyperlocal Blogs Explode • 90 place-based news and blogs sites just within the Seattle city limits Pew Research: The State Of The News Media – Seattle: A New Media Study
- 83. Content Paywalls Mixed reports – anywhere from 150 to 300+ newspapers with paywalls in US NYtimes.com – Q1 2012 Report •500,000 digital paying subscribers •39% of 1.3 million weekday print circulation •18% of total circulation revenue http://www.guardian.co.uk/technology/2012/apr/23/monday -note-nyt-paywalls
- 84. Quickly Evolving Landscape Device
- 85. Device For The Love Of Gadgets
- 86. Device For The Love Of Gadgets Source: NAA, Newspaper Multiplatform Usage 2012 Focus Groups: WDC, Austin & Denver
- 87. LOCAL ROCKS!
- 88. LOCAL ROCKS! People Want Local Information Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
- 89. LOCAL ROCKS! Yes – There Is Competition Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
- 90. LOCAL ROCKS! But Newspapers Are Still The Most Trusted Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
- 91. LOCAL ROCKS! And The Revenue Growth Is In Local Media Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell
- 92. LOCAL ROCKS! Even Metro Dailies Are Betting On Local
- 93. LOCAL ROCKS! Madison Avenue Wants Newspapers To Figure It Out
- 94. LOCAL ROCKS! Madison Avenue Wants Newspapers To Figure It Out Commerce and coupons are more important to local consumers than school closings and town council meetings. Marketers will be motivated to move dollars back into local community centric marketing when local digital media integrates coupons and commerce, social media, featured content on local restaurants, bars, merchants and entertainment, merged with GPS- location based applications. It's not too late for newspapers to take the lead, but most remain too locked into their traditional news first focus to respond to what their readers want and need.
- 95. LOCAL ROCKS! Google Is Focusing On Local Search Jan 2012 >> Venice Update (focus on Local)
- 96. BE THERE!
- 97. Thank You! • Questions? • [email protected] • @ThunderMax
Editor's Notes
- #46: Social network users actively reference and contribute to consumer reviews. Get them thinking positively about your community and brand via great social media.