search, social media & the evolving newspaper : lpa 2012

LPA Annual ConventionMay 5, 2012

First Off, Who Am I?

• Name: Max Thomas• Title: President• Company: Thunder SEO

• Twitter: @ThunderMax• LinkedIn: linked.in/maxthomas• Read My Posts: bit.ly/max-blog

http://www.thunderseo.com/

http://twitter.com/ThunderMax

http://linkd.in/maxthomas

http://bit.ly/max-blog

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

Who Are Our Clients?

Local & Regional CompaniesNational Brands

•Apartment Communities•Medical Facilities•Auto Repair Shops•Shipping Companies•Hotels & Temporary Housing•Law Firms•Consumer Product Companies

“Why is he talking to us about local newspapers?”

?

Grew Up Hearing About Newspapers

And…all those companies used to advertise mostly with

local media.

PUNCHLINE

Everything is getting more local

Local newspapers are at the historic “center” of local

Stay relevantBe the digital “center” where

community members engage, interact and transact

Google & Newspapers – Not A Good Marriage

Audience Participation

Why does Google like newspapers?

(Hint: Both have to do with rankings.)

Links

Webpages

http://www.google.com/about/company/

Audience Participation

Webpages

Media Sites

Observation: Keep some content in front of paywall to get search traffic.

Links (Inbound Links)

Without links, the engines might

never find this page

What Is An Inbound Link?

A Vote For Your Site

I Like This Site!


More Votes = More Links


Are All Links Equal?


And What About Questionable Links?


“Bad Guys” Tried To Game GooglePaid Links – Link Farms – Reciprocal Links

Google Cracks Down On “Spammy” Links

Feb 2011 >> Panda Update

May 2011 >> Panda 2Jan 2012 >> Venice Update

April 2012 >> Penguin Update

100’s of algorithm updates annually

Links Google Rewards

Links that are•Authority•Quality

Newspapers & Media

Trusted Local Newspaper Content

Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009

That’s Not Possible With Paywalls

Content behind the paywall is not searchable by Google.

Google Keeps Courting Newspapers

All This Over Links & Pages?

Matt CuttsPrincipal Engineer

“User Experience”

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

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.

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

Quickly Evolving Landscape

How Do Online Users Shop Locally?Readers / Subscribers

Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012

Trend – US Search & Local Search Market Continues To Grow

How Do Users Shop Locally?Readers / Subscribers


Trend – Social Media Grows As Method To Find Local Businesses

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.

Readers / Subscribers

Source: Nielsen’s Latest Global Trust in Advertising Survey

Strangers Have More Credibility Than Brands

Source: Nielsen’s Latest Global Trust in Advertising Survey

• 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).


Demonstration - How People Search & Make Local Buying Decisions


Case Study – Shopping For ApartmentsReaders / Subscribers

Source: @SatisFacts Research

Trend – Online Advertising & Website Lead Newspaper & Yellow Pages Ads

Online apartment listing/shopping website 79%Apartment community’s (or management company’s) website

78.5%

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 networking page)

13.8%

Newspaper advertising 13.5%Yellow pages 2.5%

A Story: Prospect Peter Searches For An Apartment

Location set for where Peter is searching.

Alright! Personal

results from my friends.

Peter is logged in to his Google account.


A Story: 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.


A Story: 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.


A Story: Prospect Peter Checks Out The Fan Page

Great looking Fan Page! They

have lots of fans. That’s a

good sign.

They have events

too! I’m down for

the Easter Egg

Hunt.

Michael says, “Great

place to live.” There’s

lots of updates too.

Looks like a real

community


A Story: Prospect Peter Checks Out The Twitter Profile

2,134 followers! That’s a lot. Good sign.

April Fool’s Day and

March Madness. Two of

my favorites!

I’m liking this place more

and more.Community’s Twitter profile listed on website.


A Story: Prospect Peter Looks For Reviews

Hmm…3.5 rating on Apartment Ratings. Let’s see what’s up.


A Story: 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…


Audience Participation: 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.

No. I’m not going to contact Regent’s Park. The negative reviews

concern me.


Reviews Matter / 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.



Social Media Supports Positive Reviews



Okay…Let’s Vote Again: 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.

No. I’m not going to contact Regent’s Park. The

negative reviews concern me.


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.


Why People Use NewspapersReaders / Subscribers

Why People Use Internet & Cell/Smart PhonesReaders / Subscribers

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%

Social networking sites - personal and/or entertainment 71.5%

Interests/hobbies 59.9%

Research-work 58.6%

Instant messaging-communication with friends 49.6%

Ratings and review sites-shopping, help with buying decisions

42.8%

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%

Discussion groups, chat rooms or blogs-work 10.3%

Twitter-for work related purposes 7.1%

Source: ©SatisFacts Research

All in newspaper

domain

Where Local Businesses AdvertiseAdvertisers / Revenue

• 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

Case Study: Convoy Auto RepairAdvertisers / Revenue

Case Study: Convoy Auto Repair

Tracks Two Leads:

1. Online Form 2. Phone Calls

Advertisers / Revenue


Correlation Between Coupon Pub’s, Geography & Negative Reviews



Search Highest Quality Calls



Timeline



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.



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.



And what about the YellowPages?



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


Decline In IYP UsageAdvertisers / Revenue


Trend – Internet Yellow Page Usage Showing Steady Decline

YP Sales Reps – Watch Out!Advertisers / Revenue

Source: Local Ad Networks – Making Sense Of Local Online Advertising, 2012, BIA/Kelsey.

YP Sales Reps – Watch Out!Advertisers / Revenue


• 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

Daily DealsAdvertisers / Revenue

Trend – 60% Of Local Online Shoppers Use Daily Deals

Daily DealsAdvertisers / Revenue


Trend – 60% Of Local Online Shoppers Use Daily Deals

Daily Deals Popular With Digital ReadersAdvertisers / Revenue

Newspaper ROP Ad Revenue IncreasingAdvertisers / Revenue

Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations

Small Markets Are The Place To BeAdvertisers / Revenue


Small Markets Are The Place To BeAdvertisers / Revenue

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.


Non-Legacy News Sites ProfitableOperations / Costs

Competing Online Local News SourcesContent

Blogs Social Media

Growth In Blog Readers & BloggersContent

What’s Fueling All These Blogs?Content

Source: Technorati Media, State Of The Blogosphere 2011

What’s Fueling All These Blogs?Content

Source: Technorati Media, State Of The Blogosphere 2011

Editorial Downsizing

Exploding Blogosphere

Hyperlocal Blogging - SeattleContent

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%

1. 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

PaywallsContent

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


Device

For The Love Of GadgetsDevice

For The Love Of GadgetsDevice

Source: NAA, Newspaper Multiplatform Usage 2012Focus Groups: WDC, Austin & Denver

LOCAL ROCKS!

LOCAL ROCKS!


People Want Local Information

LOCAL ROCKS!


Yes – There Is Competition

LOCAL ROCKS!


But Newspapers Are Still The Most Trusted

LOCAL ROCKS!

And The Revenue Growth Is In Local Media


LOCAL ROCKS!

Even Metro Dailies Are Betting On Local

LOCAL ROCKS!

Madison Avenue Wants Newspapers To Figure It Out

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.

LOCAL ROCKS!

Google Is Focusing On Local Search

Jan 2012 >> Venice Update(focus on Local)

BE THERE!

Thank You!

• Questions?• [email protected]• @ThunderMax

search, social media & the evolving newspaper : lpa 2012

Business

convoy auto repair

prospect peter decide

positive buzz online

local online shoppers

social media important

regents park

online users

local rocks