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Local Social Summit 2009,[object Object],Local Content & Monetisation,[object Object],The View from Europe,[object Object],Ben Barney ,[object Object],ben@akesios.com,[object Object],#lss09 ,[object Object]
Google’s dominance,[object Object],Google has 70% market share in US,[object Object],In most European countries this rises to over 90%,[object Object],[object Object]
Publishers response is to resell AdWords or build their own competing pay per click platforms*The Sunday Times, Hitwise,[object Object]
Social – Big Opportunity,[object Object],*Estimate – based on 0.8% Qype share in UK, and qype.co.uk received 80k uniques per month,[object Object]
Tapping into Usage,[object Object],[object Object],Source: http://www.informationisbeautiful.net/,[object Object]
Tapping into Usage ,[object Object],[object Object],Source: http://www.informationisbeautiful.net/,[object Object]
Tapping into usage,[object Object],Local social activity still focused on major conurbations,[object Object],No critical mass outside of these areas to create a useful service,[object Object],Source: Qype Blog 12/10/09,[object Object]
Tapping into Usage,[object Object],[object Object]
No critical mass outside of these areas to create a useful serviceSource: Yelp Metrics as of June 2009,[object Object]
Effectiveness,[object Object],10% conversion rate from visits originating from Facebook Ads (StoreQuest Self Storage),[object Object],Over 12 months we generated nearly $40,000 in revenue directly from a $600 advertising investment on Facebook. (CM Photographics),[object Object],Average campaigns result in CTR of 8 - 12%. Facebook Ads resulted in a 25% CTR. (All Nippon Airways),[object Object]
Akesios Platform,[object Object],The Akesios Platform – Making Implementing New Products Easy for Publishers,[object Object]
Summarizing the Opportunity,[object Object],Google loves Social!,[object Object],Factors to improve organic ranking for a local merchant ,[object Object],Citations from major data providers eg. Yelp & Twitter etc,[object Object],Ratings & Reviews; Google and 3rd Party,[object Object],Video & Photos,[object Object],Enabling local merchants for social advertising,[object Object],Opportunities for publishers to sell more 3rd party products to tap into sites who are engaging with the local audience in innovative ways,[object Object],Publisher and social network content partnerships,[object Object],Utilise their sales forces to increase content for each merchant. ,[object Object]
Panelists,[object Object],Roland Bryan, Associated Northcliffe Digital,[object Object],Simon Greenman, European Directories,[object Object],Joachim Helfer, MüllerMedien,[object Object],James Thornett, BBC Local,[object Object]
Local Summit2 November 2009,[object Object],Roland Bryan,[object Object],Managing Director, Localpeople,[object Object],Tel: 020 7 752 8466,[object Object],Email: roland.bryan@and.co.uk,[object Object],T: www.twitter.com/rolyb77,[object Object]
s,[object Object],What is Localpeople?,[object Object],[object Object]
Users as the primary content creators
Targeted advertising products for local SMEs,[object Object]
 … allowing local people to debate / discuss issues that matter locally
Poorly served by news media todayMy county,[object Object],9%,[object Object],My region,[object Object],14%,[object Object],Q: How many people do you think of as living in this local community?,[object Object],34%,[object Object],Less than 5,000,[object Object],5,000 and 20,000,[object Object],33%,[object Object],20,000 and 30,000,[object Object],10%,[object Object],7%,[object Object],30,000 and 50,000,[object Object],9%,[object Object],50,000 and 100,000,[object Object],Over 100,000,[object Object],7%,[object Object],Q: Is there a single website that you  feel provides you with all the local news & information you require?,[object Object],Less than 5,000,[object Object],5,000 and 20,000,[object Object],No,[object Object],20,000 and 30,000,[object Object],Yes,[object Object],30,000 and 50,000,[object Object],50,000 and 100,000,[object Object],Over 100,000,[object Object]
s,[object Object],… and a small business need for cost effective, targeted advertising space,[object Object],[object Object]
Average spend of £2k per year – giving a market opportunity of £5.2bn
Only 7% of spend currently online -- want to be online but do not know where or how
Most of these businesses want local advertising opportunities with low wastage
Few happy with range of local marketing opportunities available today
Localpeople wants to address this opportunity: online, low cost, response focused, low wastage,[object Object]
s,[object Object],What do we need to do to increase local spend online?,[object Object],MediaSupply?,[object Object],Local Advertiser Objectives?,[object Object],Importance?,[object Object],Examples,[object Object],[object Object]
Door-drop
Local sponsorship
Brand Awareness
Competitive Differentiation
Search / Find
Volume DriversLow,[object Object],High,[object Object],Strategic,[object Object],Low,[object Object],Med,[object Object],[object Object]
Door-dropHigh,[object Object],High,[object Object],[object Object]
Google
2.0 Directories
Mobile??Tactical,[object Object],High,[object Object],Low,[object Object]
s,[object Object],Contact Details,[object Object],Roland Bryan,[object Object],Managing Director, Localpeople,[object Object],Tel: 020 7 752 8466,[object Object],Email: roland.bryan@and.co.uk,[object Object],T: www.twitter.com/rolyb77,[object Object]
Moving into New Business Models,[object Object],Simon Greenman, MD Online,[object Object],European Directories,[object Object],+44 208 987 8137,[object Object],s.greenman @ europeandirectories . com,[object Object]
Introduction,[object Object],Simon Greenman – MD Online, European Directories,[object Object],European Directories:,[object Object],2008 €800M local search and lead generation company,[object Object],Operations in eight countries – Finland, Sweden, Denmark, Netherlands, Austria, Czech, Slovakia and Poland,[object Object],Have over 700,000 SMB customers serviced by over 2,500 sales representatives,[object Object],Majority owned by Macquarie.,[object Object],20,[object Object],Commercial in Confidence,[object Object]
Changing Search Behaviour Consumers,[object Object],Internet and mobile usage are growing (location based),[object Object],Google is main entry to the web,[object Object],Physical products: looking for a company Vs. looking for a product or service,[object Object],Services: looking for a solution Vs. looking for a company ,[object Object],Search via verticals and social networks,[object Object],Content needs to be rich, complete, and comparative,[object Object],Strategy: generate local commercial search usage from multiple products and in multiple media to sell leads to our advertising customers:,[object Object],yellow pages, white pages, verticals, IYP, search, SEM, social local… are the products and,[object Object],print, online, mobile, satnav… are  the media – not the business.,[object Object]
Skype – European Directories Strategic Partnership,[object Object],Announced October 6th partnership with Skype,[object Object],Objective is to help turn online search for businesses into calls to businesses,[object Object],The new offering for Skype users:,[object Object],Skype has 480 million users globally,[object Object],Those users can now call from Skype directly to participating European Directories advertisers,[object Object],Using existing Skype Phone Number Recognition (PNR), Skype can recognise specific advertiser numbers on any web page and turn them into free business click-to-call buttons,[object Object],Users do not need to have “Skype Out” credit to call,[object Object],For advertisers:,[object Object],Get access to a huge Skype user base, without changing their telephone numbers,[object Object],Have an opportunity to differentiate themselves from their competitors to generate greater call volumes.,[object Object],22,[object Object],Commercial in Confidence,[object Object]
Skype – European Directories Strategic Partnership,[object Object],23,[object Object],Commercial in Confidence,[object Object]
New Products - Werkspot.nl - RFP/RFQ Vertical,[object Object],24,[object Object],Commercial in Confidence,[object Object],request via email / sms,[object Object],project,[object Object],accept Y/N,[object Object],handymen bidding process,[object Object],[object Object]
Number one in Netherlands
App 4000 subscribers pay monthly fee
Free for consumers
30,000 consumer projects in 2008

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LSS'09 Panel Local Content Monetisation

Editor's Notes

  1. Transparency on prices becomes more important (auction principles)Opinions of other users become more important for making selectionsReviews, ratings and other consumer feedback is important