search, social media & the evolving newspaper : lpa 2012
DESCRIPTION
Presentation given 5/5/2012 at the Louisiana Press Association Annual Convetion on the factors impacting local newspapers, looking specifically at search, social media, local search, reviews & ratings, paywalls, bloggers, digital-only news sites and Internet Yellow Pages. It also provides an overview of the primary factors that local newspapers must contend with and incorporate in order to stay relevant and maintain their position as the "trusted" local news source.TRANSCRIPT
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
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!
What Is An Inbound Link?
More Votes = More Links
What Is An Inbound Link?
Are All Links Equal?
What Is An Inbound Link?
And What About Questionable Links?
What Is An Inbound Link?
“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
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
Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
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).
Readers / Subscribers
Demonstration - How People Search & Make Local Buying Decisions
Readers / Subscribers
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.
Readers / Subscribers
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.
Readers / Subscribers
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.
Readers / Subscribers
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
Readers / Subscribers
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.
Readers / Subscribers
A Story: Prospect Peter Looks For Reviews
Hmm…3.5 rating on Apartment Ratings. Let’s see what’s up.
Readers / Subscribers
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…
Readers / Subscribers
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.
Readers / Subscribers
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.
Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
Readers / Subscribers
Social Media Supports Positive Reviews
Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
Readers / Subscribers
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.
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.
Readers / Subscribers
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
Quickly Evolving Landscape
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
Case Study: Convoy Auto Repair
Correlation Between Coupon Pub’s, Geography & Negative Reviews
Advertisers / Revenue
Case Study: Convoy Auto Repair
Correlation Between Coupon Pub’s, Geography & Negative Reviews
Advertisers / Revenue
Case Study: Convoy Auto Repair
Search Highest Quality Calls
Advertisers / Revenue
Case Study: Convoy Auto Repair
Timeline
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.
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.
Advertisers / Revenue
Case Study: Convoy Auto Repair
And what about the YellowPages?
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
Advertisers / Revenue
Decline In IYP UsageAdvertisers / Revenue
Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
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
Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
• 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
Source: comScore/15 Miles/ Localeze Local Search Usage Study 2012
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
Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
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.
Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
Quickly Evolving Landscape
Non-Legacy News Sites ProfitableOperations / Costs
Quickly Evolving Landscape
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
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
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
Quickly Evolving Landscape
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!
Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
People Want Local Information
LOCAL ROCKS!
Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
Yes – There Is Competition
LOCAL ROCKS!
Source: Size Matters: The Value of Local Newspaper Web Sites, NAA 2009
But Newspapers Are Still The Most Trusted
LOCAL ROCKS!
And The Revenue Growth Is In Local Media
Source: Forecast Newspaper Ad Revenue, 2011-2016, Borrell Associations
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