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Trends that have driven investments in local digital marketing over the last two years

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Today’s Marketplace is more Dynamic than Ever

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Social Media: Where does your digital content come from?

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•  Dynamic Content is king •  Businesses are tracking

content ROI

•  Singular focus on social media sites •  Gaming Google with low quality

content

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Local Listings: How do your Local Businesses Rank?

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Incorrect Listings

Lack of reviews/ Unanswered reviews

•  Dynamic Content is king •  Mobile Search Friendly

Sites

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Reputation Management What is your online reputation?

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Fear of the negative review

Customer Generated Content distribution throughout the decision journey

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Mobile How am I marketing to the Local Consumer?

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Ignoring Mobile

Local Mobile Search is Crucial

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Top Digital Trend for 2015 Local Content Marketing

Local Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience at key points in their path to purchase — and, ultimately, to drive profitable customer action. Top Tools for Success 1)  Consumer Generate Content 2)  Curated Consumer Content 3)  Integrated SEO, Content and

Social Media Management (Analytics)

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So who is doing Local Content Marketing Well? Best Buy Winning new categories in local organic search

Make consumers aware that your stores offer the services they want.

Best cell phone store Seattle, WA

Lennox Driving consumers to top dealers and installers

Reach consumers early in the decision journey when they need assistance! Lennox Premier Dealer Locator (55110)

Starwood Hotels Curating consumer content Based on Geo Location

See what other consumers like around this hotel before your stay! W Hotel Austin Guest Gallery

Bazaarvoice Service Reviews Platform

DRIVE  ACQUISITION  by  featuring  local  reviews  online  

INCREASE  AWARENESS  through  localized  ra/ngs  &  response  

SPARK  THE    CONVERSATION  by  asking  for  vendor  service  reviews  

•  Review  Alerts  &  Response:    Vendors  receive  review  alerts  and  can  easily  respond  via  email  

•  Insights  &  Repor/ng:  Push  reports  to  local  providers  &  corporate  insights  through  the  dashboard  

•  Op/mize  Search:  LocaLons  with  local  reviews  will  be  ranked  higher  in  Google    

•  Future-­‐proof:  Mobile  &  Local  search  are  the  fastest  growing  categories  of  search  

•  Automate  the  Ask:    Bazaarvoice  automates  the  outreach  and  integrates  with  exisLng  business  processes.    

•  Modera/on:    Ensure  compliance  at  the  vendor  level  

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Drive Consumers to Your Local Service Providers The Importance of Mobile and Search Complete Local Brand Management

 

Collect and display reviews about local service providers.

Local service reviews enhance search results driving leads to local

service providers. This ensures when consumers search for “your

business keyword” in your city, they are driven to your stores!

Review Management

Social Media Analytics

Local Listings Management

Local SEO Ranking

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Bazaarvoice Makes it Easy for Local Providers to Engage Receive  Alerts  &  Respond  to  Product  Reviews   Insights  for  Local  Providers  to  Engage  in  the  Conversa/on  

 

Bazaarvoice provides an intelligent alert engine which notifies local

providers when a review is submitted and makes it easy to respond to

reviews. Bazaarvoice also moderates not only the consumer

submission, but also the response from each marketplace vendor.

The Bazaarvoice local dashboard makes it easy for local providers to request

reviews, as well as incorporate review requests on their own emails and

invoices. The dashboard also features intelligent tiles which direct local

providers take action on specific reviews.

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Bazaarvoice Knows Local Content Marketing

We capture content

and place that content where your customer is

giving costomers confidence to choose your brand

Fresh

Local Search

Authentic

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JOIN US FOR AN UNOFFICIAL HAPPY HOUR AFTER THE ROUNDTABLE SESSION! PUBLIC SCHOOL 310 (Main bar area) ADDRESS: 9411 CULVER BLVD CULVER CITY, CA 90232

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BV Local Session

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Enhance Local SEO Local service reviews enhance search results driving leads to local service providers

How Companies Grow with BV Local

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Get Local Service Providers Engaged in the Conversation

Receive review alerts, respond to reviews and receive activity reports locally

Gain Valuable Insights Into the Local Customer Experience Reviews provide highlights of what consumers are sharing about their local experience

Manage Your Online Reputation Take control of the local conversation on Yelp, Google+ Local and FourSquare

2 Convert More Leads

Local service reviews influence the consumer purchase decision

9 out of 10 Consumers in the last year looked for reviews to make a purchase decision on a local business

85% of consumers read up to 10 local business reviews

The  power  of  consumer  feedback  for  local  businesses…    

57% of today’s online searches are searches for local vendors or services

brightlocal, 2014

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Today’s reality

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Ensure when consumers search for “best flooring deals” in your city, they are

driven to your stores!

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Reviews Convert Prospects

Businesses with online reviews are

5 times more likely to receive an inquiry from a potential

customer than those without online reviews.

Source: Intuit case study on Intuit Pro Advisors, 2010

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Reviews build trust in your business

92% of consumers trust earned media above all other advertising *Nielsen,

2012

What is BV Local?

DRIVE  ACQUISITION  by  featuring  local  reviews  online  

INCREASE  AWARENESS  through  local  ra/ngs  &  response  

SPARK  THE    CONVERSATION  by  asking  for  local  reviews  

•  Review  Alerts  &  Response:    Local  businesses  receive  review  alerts  and  can  easily  respond  via  email  

•  Insights  &  Repor/ng:  Push  reports  to  local  stores  &  corporate  insights  through  the  dashboard  

•  Op/mize  Search:  Local  businesses  with  service  reviews  will  be  ranked  higher  in  Google    

•  Future-­‐proof:  Mobile  &  Local  search  are  the  fastest  growing  categories  of  search  

•  Automate  the  Ask:    Bazaarvoice  automates  the  outreach  and  integrates  with  exisLng  business  processes.    

•  Modera/on:    Ensure  compliance  at  the  local  level  

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Local stores receives alerts & responds to reviews via email

•  Consumers researching local businesses are

2X more likely to disregard negative

sentiment if a local manager has taken time to

respond to negative reviews.

(Bazaarvoice Customer Benchmark, Nov. 2013)

The BV Local Dashboard

A single integrated dashboard for store staff to easily engage in the conversation, manage their online reputation and

garner insights.

Hub  Logo  

Local  Provider  Logo  or  Image    

Gain valuable real-time insights Improve customer experience and benchmark performance

•  Enhanced Corporate Reporting through Bazaarvoice Workbench •  The why behind acquisition: What

services are important to customers? Where are there clear opportunities for improvement? Which local providers need training or a focus on customer service?

BENEFIT:

Find the “hidden gems” in your portfolio and which local providers are struggling with the customer experience.

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Ensure there are no uncertain feelings about your company by maintaining an authentic review program that allows all different types of feedback

Authenticity is critical in maintaining trust

Source: Studies conducted by Newlio & Wakefield Research, of 1,600 nationally representative US adults

Trust

48% 48% of U.S. consumers are concerned that reviews are fake or that the company has removed negative reviews

? If potential customers see only perfect 5-star reviews, they will question their validity & consider them more testimonials than authentic feedback

Be Authentic

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How to Win: Reviews are incredible testimonials and provide significant insights ★★★★★

“My wife and I were looking for a better color selection then we found at Lowe’s and Home Depot. not only

did we find better choices and better prices but we found awesome quality

and customer service.”

★★★★“The store layout where the pay and display machines are could be better. The queuing system is very cramped and could benefit from a more open layout.”

LL Bean has found that customers make the best copywriters. Their top performing marketing copy is a top rated promotion for a doormat.

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