mike blumenthal, blumenthals/blog mike@blumenthals | twitter: @ mblumenthal
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The Intersection of Local & Social. Mike Blumenthal, blumenthals.com/blog [email protected] | Twitter: @ mblumenthal. The Intersection of Local & Social. Social Local Search. Mike Blumenthal, blumenthals.com/blog [email protected] | Twitter: @ mblumenthal. Nov 16, 2010 – HOTPOT. v. - PowerPoint PPT PresentationTRANSCRIPT
Google Maps
Mike Blumenthal, blumenthals.com/[email protected] | Twitter: @mblumenthal
The Intersectionof Local & Social
IN early January, Gabriela (incredibly well organized)1The Intersectionof Local & Social
Mike Blumenthal, blumenthals.com/[email protected] | Twitter: @mblumenthal
SocialLocal Search
Who named this anyways?What is it anyways? Some would say that Yelp has always had a form of social local search. In the YP days. Recovery DiscoveryDefinition for me= Discovery + Friends and Serendipity2vNov 16, 2010 HOTPOTA Social Local Search Engine
A metaphor or achritype for this new type of discovery search.Who are the competitors?BingYelpFacebook
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I am not a futurist but rather a materialistactually a historical materialistThere are consequences of stepping in front of the bus most of us have an inuit understanding of that I dont think that we can predict the future partiuclarly of something call local social searchI have learned that the best way to get a sideways glance Is to one understand that IF there is a bus. 1)You need to understand its possible impact2)When it is coming down your street and what put you at the crosswalk at that moment in timeFor me though, I like to understand the path that got both the bus and myself to that point the path that leads for example from the bycycle, through the Daimler Benz and ford and up to and including public transportation It shows that while there many paths that could have been taken at any given point, there are a reason that the paths coalesced and brought me in front of that bus
Local Social Seach is much like that
4v1998 Relevancy + Rank
Google SearchvMarch 2004 Location + ProminenceGoogle Local
vFebruary 2005 DistanceGoogle Maps
vMarch 2005 Verified Business DataGoogle Local Business Center
vApril 2005 Mobile Query DataGoogle Local for Mobile
vApril/June 2005 PersonalizationGoogle Search History & Personalized Results
vNovember 2005 Broad ExposureGoogle Local Universal Results
May 2007 Road GeometryGoogle Maps - Streetview
June 2007 Click to CallGoogle Maps - iPhone
vJune 2007 Context Sentiment & Review HistoryGoogle Maps Accepts Reviews
vOctober 2007 Geo CitationsGoogle Maps Starts Mapping the Geoweb
vFebruary 2008 Neighborhood DataGoogle Maps Allowed searches to be refined by user ratings & neighborhoods.
vMarch 2008 UGC of Business DataGoogle Maps allows end users to editbusiness listings & add new places.
vMarch 2008 Localized Semantic CategoriesGoogle Maps allows unlimitedbusiness categories.
September 2008 Cell DataGoogle releases first Android OS.
vFeb. 2009 Local Spam FightingGoogle Maps is inundated with Locksmith.
1)Spam at such massive levels validates the economic value of Local2)Google starts the long slog to prevent and limit spam20vMarch 2009 Proximity & IntentGoogle Extrapolates Local Intent
21vJune 2009 SMB EngagementGoogle Maps Intros LBC Analytics
vJune 2009 Tools for National ChainsGoogle Maps Adds Bulk Uploads
23vJuly 2009 Branding of LocalGoogle Maps Starts Branding of Places
24vDec 2009 Sentiment AnalysisGoogle Places adds Review Sentiment Analysis
25vDec 2009 Marketing LocalGoogle Places Sends out Bling
Led to Tags & BoostTelemarkingSupport26vDec 2009/Jan 2010 Fixing Local DataGoogle Places adds Report a Problem & Outbound calling
27vJan 2010 Increasing Local ContentGoogle Adds Reviews from Blogs & Other Non Traditional sources
28vFeb 2010 Business Type ModelingGoogle Places Adds Nearby Places You Might Like
If Facebook has the Social Graph, Google has the Business Graph29vFeb 2010 Monetize LocalGoogle Rolls Out Local Listing Ad in Limited Markets
Limited Rollout in Feb. #Tags go national in summer and followed up with a simplified Adwords product Boost. Offers coming soon30vMar 2010 Service Area DataGoogle Places Adds Support for Home Business/Service Area
Google now not only has searcher data on how far folks are willing to travel they can see how far businesses are willing to cover31vSept 2010 Inbound SalesGoogle Places Starts Promoting #800
Becomes Boost, Tags and soon Offers32vOctober 2010 - Broad Public AwarenessGoogle rollouts Places Search
Google now not only has searcher data on how far folks are willing to travel they can see how far businesses are willing to cover33vNov 2010 RatingsGoogle Places Adds Ratings
vNov 2010 LikesGoogle Places Adds Social Likes
vNov 2010 UpdatesGoogle Places Adds Friend Updates
vNovember 2010 HOTPOTA Social Local Search Engine
Guess Just how successful it has been??????37Google Reviews Pre Hotpot
Google Reviews/Ratings After
Mobile MapsGoogle DirectoriesGoogle CarGoogle SMSGoogle MapsGoogle TV
Google LocalOne BoxListings display across different array of devices
Ranking well with Maps data means ranking well with the Universal Results Local OneBox but it also means ranking well in all of the data that Google is pushing out
Demo the iPhoneVoice is one of the many ways that users will interact with Local going forward
Google has noted that 1 in 4 searches on Android are voice based, 1 in 7 on iPhone
40Mobile MapsGoogle DirectoriesGoogle CarGoogle SMSGoogle MapsGoogle TV
Google LocalOne Box
Listings display across different array of technologies
Ranking well with Maps data means ranking well with the Universal Results Local OneBox but it also means ranking well in all of the data that Google is pushing out
Demo the iPhoneVoice is one of the many ways that users will interact with Local going forward
Google has noted that 1 in 4 searches on Android are voice based, 1 in 7 on iPhone
41Mike Blumenthal, blumenthals.com/[email protected] | Twitter: @mblumenthal
The Intersectionof Local & Social
IN early January, Gabriela (incredibly well organized)42