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Hitting them where they live

Hitting them where they live. The Emergence of Local Online. Steven Berlin Johnson Chris Tolles Chairman, Outside.in CEO, Topix. “ 90% of consumer purchases are made within 20 miles of a person’s home or office.”. We Spend Locally.

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Hitting them where they live

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  1. Hitting them where they live The Emergence of Local Online Steven Berlin Johnson Chris Tolles Chairman, Outside.in CEO, Topix

  2. “90%of consumer purchases are made within 20 miles of a person’s home or office.” We Spend Locally Source: Live Technology Holdings, Kelsey Group (2008)

  3. Internet-Influenced Sales $1.2T by 2012 Source: Forrester Research (2008)

  4. Local Online Ad Forecasts Borrell Associates: $12.6B in 2008 Jupiter: $8.9B in 2012 Veronis Shuler Stevenson: $19.2B in 2011 eMarketer: $7.8 billion in 2011 It’s a very big market Note: Definitions of local segment vary (classifieds, search, display, video)

  5. The Geo-Web • 6,000 placebloggers in outside.in database • Roughly 100K who write about location occasionally

  6. Geo-tags are to the Geo-Web what links were to the original Web.

  7. You can disagree about what information means, as long as you agree about where it is.

  8. The State of Geo-Tagging • More than 5% of Flickr photos now geo-tagged • 70% of Twitter messages come with basic location data; <1% geo-coded precisely • 3% of hyperlocal posts tracked by outside.in come with structured geo-data

  9. GeoToolkit

  10. This is an ad.

  11. We had 30,000 ZIP code level news pages We could geotag news content semantically There weren’t enough stories to fill the pages We gave people the platform to roll their own A different approach (We needed it now)

  12. Uh Oh Not enough local content The Problem: Original Local Stories 1,440 Local daily papers X 6 8,640 2,303 News radio stations X 3 6,909 1,686 Television stations X 4 6,744 Total number of local stories per day 22,293 Number of populated ZIP codes in US 32,500 Insight: Local News is not (yet) a search problem

  13. This stuff works outside of the big markets Daily Pageviews Node Name Rank Local Hits in a Defined MSA = 58.6% Local Hits Outside of a Defined MSA = 41.3% Commenting in 20,000 cities and towns every month

  14. Creating local voice on the web

  15. Market for local advertising BIG Growing 4X-6X in next four years $8 Billion - $12B market by 2012 People buy stuff in person where they live Geo-Web emerging to connect content to location Geo-tagged content in place, in volume, today Big opportunity for advertisers, publishers, people The punchline Everybody (online) lives somewhere

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