Will Scott's Day 1 presentation to ILM West on Outsourcing Digital for publishers and media companies.
Discussing publishers opportunities to resell search engine optimization and social media to their advertisers.
33. Use of Social Networking Sites for Local Search
Use of Social Networking Sites for local business searches has increased 67% since 2010.
Facebook proves to be the Social Networking Site most frequently used to find local
business information.
Overall Use of Social Networking Sites to Search Social Network Sites Used in 2011
for Local Business
(Primary and Secondary Source) 100%
91%
90% In 2010, 93% cited
15% using Facebook. 47%
80%
used MySpace.
70%
60%
50%
9% 37%
40%
30%
7% 30% 25%
20% 14%
11%
10%
4% 3%
0%
2008 2009 2010 2011
* Response Added in 2011
34. Consumer Review Submission
Social network local business users are heavily engaged in social aspects of local
business search through profound usage of and contribution to consumer reviews sites.
Use of Consumer Submit Consumer Number of Reviews Submitted in
Ratings and Reviews Reviews Past 30 Days
All
All
Social Network Local Social Networker Local 11%
Business Users Business Users
27% More than 10
52% 14%
49%
45% 55%
6-10
38% 20% 76%
31%
2-5
29% 27%
23% 23% 30%
22% 1
13% None
22%
10%
2010 2011 2010 2011 All Social Networkers
35. The Influence of Social Networking Sites
Social networking sites influence local business decisions. Users are more likely to use
a local business if its information is available on a social networking site.
“Are you more likely to use a local business if it has “Are you more likely to use a local business if a
information available on a social networking site?” connection recommends it?”
Yes No Don't Know Yes No Don't Know
100% 100%
18% 14% 12%
90% 18% 90%
80% 80% 12% 15%
14% 19%
70% 70%
-2
60% 60%
-6
50% 50%
40% 40%
69% 74% 72%
30% 63% 30%
20% 20%
10% 10%
0% 0%
2010 2011 2010 2011
Pt. Change
35% of individuals that primarily use social networking sites for local search do so on a daily basis. Daily deal businesses are seeing repeat customers.Local business search users are still heavily engaged with social local content through usage of consumer reviews – both contributing and using the consumer-generated content.