Recently eLocal Listing was a sponsor at the Local Search Summit conference during SES San Jose. Local Search Summit was one of the first conferences with it’s main focus being local search. Some of the highlighted speakers were Jason Calcanis (Mahalo), Steve Stukenborg (Google), Jeremy Stoppleman (Yelp), Jennifer Chin (Google), Sarah Smith (Facebook), and plenty of others.

Since Local Search Summit was only one day each panel was jammed packed with today’s thought leaders on local search, social media, and mobile technology.  Steve Espinosa moderated quite a few panels, and eLocal’s Todd Johnson made an appearance on the panel about “What kind of products do small businesses really need” and shared his sales experience and knowledge with the crowd. I personally was honored to share a panel with Will Scott of Search Influence, and Sarah Smith of Facebook where we discussed social media’s impact on the ability to drive and convert leads for small businesses. You can see my presentation here, and Sarah’s presentation here. (make sure to turn up your volume, as the audio is a bit low).

Overall I enjoyed every session and was able to take away something valuable from each one. eLocal’s Own Steve Espinosa headed up the conference and was well applauded for a great event that ended up being the talk of SES San Jose.

Here are some links to other blogs that covered the events and their feedback/wrap up’s.

SES San Jose YouTube Chanel

Local Search News Wrap Up

Aaron Irizarry Social Media Session and Q&A

Expand 2 Web by Don Campbell Summit Wrap up

Facebook‘s strategy in acquiring friendfeed is very interesting. Look at the lineup of the people involved in the friendfeed project, who are mostly ex-Googlers: Paul Buchheit,Bret Taylor, Jim Norris, and Sanjeev Singh. With an arsenal of lethal talent, where can we expect to see future of the facebook go. Only time will tell. Here are some hot quotes from other sources:

FriendFeed co-founder Bret Taylor said in a release. “Facebook and FriendFeed share a common vision of giving people tools to share and connect with their friends,”We can’t wait to join the team and bring many of the innovations we’ve developed at FriendFeed to Facebook’s 250 million users around the world.” -cnet.com

“But the biggest win here for Facebook is the FriendFeed team, which includes an all-star cast of ex-Googlers. Perhaps best known of these is Paul Buchheit, who is responsible for creating Gmail, pioneering some of Google’s early (and incredibly lucrative) advertising products, and coining Google’s “Don’t be evil” motto. Other ex-Googler co-founders include Bret Taylor, Jim Norris, and Sanjeev Singh. And so begins the next step in Facebook’s assault on Twitter.” -TechCrunch.com

However twitter has just recently changed there whole brand image from “What are you doing?” to “Share and discover what’s happening right now, anywhere in the world.” This is twitter now saying” Hey World! I’m a real-time search engine. So the next wave search is coming to be. These are Real time conversations where users must learn to lead, engage, and influence. Stay tuned to see how this impacts small businesses who want to use twitter as part of there Internet Marketing Strategy.

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Searching for sales, traffic and branding.

Below is a great article that was recently posted on emarketer.com.

According to a joint study by Econsultancy and search engine optimization (SEO) firm Guava, online marketers around the globe (particularly in the UK) are increasingly turning to search marketing tactics.

Fifty-five percent of respondents said they planned to raise spending on SEO, and 45% said the same of paid search.

In addition, 31% of SEO and 32% of paid search users said they intended to maintain their budgets.

Savvy search marketers use paid search and SEO to accomplish different tasks, however.

In 2008, marketers said that the main objectives of paid search were (in order) to capture online sales, generate sales leads, drive Website traffic and enhance the brand. As for SEO, most marketers said its primary purpose was to drive traffic, create leads, generate sales and brand.

In 2009, marketers’ perceptions are in similar (but lower) proportions across the board.

With the global economy faltering, and money in short supply, search marketing is often the tool that marketers rely on to attract new customers.

“Search marketing is the best customer acquisition tool in the online space,” said eMarketer senior analyst David Hallerman.

In addition, SEO offers pluses over paid search—though its advantages must be built up over time, which some marketers have little of in today’s economy.

“SEO improves organic listings, which Internet users prefer over paid search, and it is cost-effective,” said Mr. Hallerman. “Furthermore, optimization works across all search engines, and an optimized site does not drop off the first results page even when marketer spending slows or stops—as it can with paid search.”

Found a great read about the ongoing battle between Google, and the newspaper industry.

Reports out of the Newspaper Association of America’s annual convention this week focused on the perceived drama between newspaper publishers and Google. Observers have been fixed on the rifts between the search firm and newspaper publishers, which some say suffer because of search engine-facilitated distribution of their content. However, the NAA itself at the San Diego event promoted search engine marketing as a potential revenue stream for its member publishers.

During a presentation Monday, the NAA’s SVP Business Development Randy Bennett, along with VP Advertising Mort Goldstrom, suggested a variety of ways newspaper firms can enhance their digital ad offerings. Among their recommendations: search engine marketing services.

Read the complete article here

Our very own Steve Espinosa had some some interesting thoughts on how Twitter could monetize it’s traffic.

Over the last couple months we have heard many different ideas on how Twitter can successfully monetize their surge in popularity, growing user base, and overall traffic. The ideas range from charging for an account, charging for premium accounts, simply adding AdSense, and the list goes on. What we haven’t heard is how Twitter could add local search into their business model, monetize it successfully, and create more user generated content.
When you think about it almost everything that is on Twitter is inherently local. The simple question “What are you doing?” implies that because, unless you are at home watching TV, you are doing something that is local, whether that is local to you or to someone else. The obvious example of this is when you go out to a restaurant and write about that on Twitter, whether you say “Going out to [insert name here] with @stevemcstud” or “Just had a great dinner with @stevemcstud at [insert name here]“. If you simply perform a search on Twitter for “restaurant in”, the point being to see how many people tweet “I am going to restaurant in [insert city]” or “Anybody know of a good restaurant in [insert city name]?” you can see that with just that one phrasing there are tons of results of people talking about local restaurants.

Read This Article in it’s entirety here

Over at Search Engine Land Greg Sterling has some notes on the Sempo results from the “State of Search Engine Marketing” survey.

SEMPO formally released data on the state of search engine marketing, its annual survey of agencies and marketers. This year’s survey consisted of 800 repsondents from all over the globle. However 68 percent of respondents were from the US, with 20 percent coming from a range of contries. Seven percent of respondents were from Canada and 5 percent from the UK.

The respondents/clients represented a range of industries. The top sectors were “retail, business services, electronics manufacturing and financial services.”

As part of the findings and related report SEMPO forecast that SEM spending would grow from a projected $14.7 billion in 2009 to $26.1 billion in 2013. SEM is defined broadly as all spending on search-related marketing including SEO. Consequently it represents more than the share of online ad revenues that the IAB assigns to search.

For the survey results and complete article click here

Stumbled across a good read over at MediaPost…

Effective search engine optimization (SEO) can improve query rankings, but companies also need to give consumers easy-to-use Web sites to boost conversion rates and close the sale. More visitors to the site is great, but if the price of average orders drop, marketers should rethink strategies, according to panelists on a Webinar Tuesday.

Search Engine Land Executive Editor Chris Sherman moderated the Search Marketing Now Webinar, “SEO and Conversion Rates: Hand-in-hand,” sponsored by Range Online Media. Herndon Hasty, senior SEO evangelist, Range; and Chris Knoch, principal search engine marketing (SEM) consultant at Omniture, presented and fielded questions. [READ MORE]

Most experienced sales persons know this adage:

“It is easier to sell them what they want…then to make them want what you are selling…”

Imagine this scenario:

You are working the counter at a convenience store and a client walks up and asks for a Coke.

“I understand that you would like a Coke, but how about a nice Sprite?”

NO thanks just a Coke please…

“I certainly understand your need for a refreshing drink, but how about if I take 20% off the price of the Sprite?”

NO thanks just a Coke please…

“The citrus flavor of a Sprite would be more thirst quenching wouldn’t you agree?”

NO thanks just a Coke…

OR

I would like a Coke please…

“One Coke coming up…here you go…”

Every person has a personal desire or want that they have already bought off on and are fully prepared to invest in.  They will take immediate action if they believe that your product or service will provide and/or add leverage to their ability to acquire their need.

Their WANT will usually stem from the need to fulfill one of the innate instincts:

• Personal Security
• Self Esteem
• Sex Relations
• Personal Relations
• Financial Security

Each prospect’s WANT will need to be identified, and then attached to the action potential of your product or service to tap into this natural state of urgent action. So therefore let me pose a powerful supposition:

What if you could read minds?

I mean what if you could actually know what each prospect’s personal need or desire was?  How would that affect your presentation?  Pay attention to the difference in these two leads:

Bob is an owner of a Tire Shop and spends $400 per month on advertising.
Bob is an owner of a Tire Shop and spends $400 per month on advertising
He is afraid of losing and not being good enough
Having more than enough money is his primary concern
He has trust issues with fast talkers
He wants organized plans that are backed with case studies to feel safe

Which lead would you prefer to have more of?  How would the additional information change the style of your presentation?  Would you change your rate of talk speed?  Would you suddenly find yourself quoting more statistics or bringing up support material for your cause?  How would your product or service help his business win, or safely bring more money to save?

If you could provide this information satisfactorily then he would lurch to buy from you.  He has already purchased these concepts.  There is no need to sell him what he already wants.  You simply need to demonstrate that you have his deepest desires ready and waiting.

Each one of us has primary personality profiles.  These are like an emotional thumb print. It has been described many times using all different types of labels:

Sanguine, Choleric, Melancholy, Phlegmatics
Type A, B, C, D personalities
Red, Blue, Green, Yellow

The list goes on.  So it doesn’t really matter what you call them, just bear in mind that each of us has a merge of several of these distinct emotional patterns and typically one dominant psychological accent.  These accents have base desires and you can read them through language, rate of speech speed, posture and general physical attributes.

Once you know these by heart and can both read and speak the various languages, you will not only be able to accurately identify their base needs, but you will better proffer trust and be able to create much more powerful discovery experiences.  Friends confide in friends and when you speak the matching language of another human they simply feel more comfortable opening up.

Type 1:  The controller
Base Need:  To Win-Control-To Conquer
Language pattern:  Power words, Contest, Get on with it, I’m in charge, Dominant
Language inflection: Strong, Clear, Interrupts, Repeats, Curt when agitated
Posture attributes:  Statement cars, Studies that art of war in all activities

Type 2:  The artist
Base Need:  To play-create-imagine have fun
Language pattern:  Playful Words, Game, Slang, It’s all good, Dude where’s my car
Language inflection: Joker, Cheerful, Fast Talker, Forgetful, Sensitive
Posture attributes:  Flashy or Original Cars, Studies social style and events, Flakey, Chameleon

Type 3:  The organizer
Base Need:  To have order-to prosper social trust through systems and process
Language pattern:  Process words, Flow Chart, Program, Case Studies, Meticulous
Language inflection: Precise, Clear, High Vocabulary, Slower rate of speech speed, Intense Listener
Posture attributes:  Sensible Cars, Studies that art of economics in all life patterns

Type 4:  The healer
Base Need:  To love and be loved
Language pattern:  Sensitive Words, Love One Another, I’ll help, I’m not in charge, Submissive
Language inflection: Mild, Helpful, Never Interrupts, Apologizes, Heals Quickly and Forgiving
Posture attributes:  Non-Descript cars, Studies that purpose driven activities

Your two step process towards effective mind reading is actually quite simple:

Step 1: Use your power of observation to determine the personality profile and match their speech and posture patterns to develop and prosper trust for honest intimate discovery sharing

Step 2: Dig into Discovery and identify the actual primary instinct that is most important to them as well as their primary WANT.  Sell to this WANT and instinct.  Translate your presentation to draw a clear picture. Paint the scenario plainly so that your Prospect can easily see that your product and/or service will deliver to their main WANT.

This is just a snap shot of the primary emotional patterns of the people in our community.  There is a great book I read a long time ago called:  Personalities Plus…It was a quick read and goes into depth on how to communicate to and relate with each type.  If you know that people are different in their base needs you will sense their needs more quickly in your meeting and you will find that they will share with you.  Once you have identified who they are and what they really want then you will be able to add real momentum to your sales process.

Read their minds…sell them what they want and you will sell more often!

I recently came across this article from eMarketer.

New data provided by the Search Engine Marketing Professional Organization (SEMPO), based on research conducted by Radar Research, sheds light on how search marketing dollars are being spent.

In 2008, $13.5 billion was spent on search marketing. The space was mostly made up of paid placement and search engine optimization (SEO), with a sliver going to technology providers whose software assisted in the execution of search campaigns. Paid search ads saw 88% of the total pie, SEO only 11%.

The ratio of paid placement to SEO will change in the future.

To continue reading this article click here

According to comScore, Inc., among the audience of 63.2 million people who accessed news and information on their mobile devices in January 2009, 22.4 million (35%) did so daily, more than double the size of the audience last year.

In January, 22.3 million people accessed news and information via a downloaded application. Maps are the most popular downloaded application with 8.2 million users, while search was the overwhelmingly favored use for SMS-based news and information access, with 14.1 million users. Overall, 32.4 million people used SMS to access news and information in January.

Mark Donovan, senior vice president, mobile, comScore, says “…use of mobile Internet (has) evolved from an occasional activity to being a daily part of people’s lives… This underscores the growing importance of the mobile medium… to access time-sensitive and utilitarian information.”

Young males are the most avid users of mobile news and information, says the report, with half of 18 to 34-year-old males engaging in the activity. The mobile Internet is also popular among females in the 18 to 24-year-old demographic, with 40 percent accessing it at least once in January.
Donovan concludes, “…much of the growth in news and information usage is driven by the increased popularity of downloaded applications and by text-based searches… smartphones and high-end feature phones… comprise the Top 10 devices used for news and information access… 70% of those accessing mobile Internet content are using feature phones.”

Concurrently, QuickPlay Media revealed the results of its 2009 independent Market Tools survey focused on mobile TV and video consumption in the US. showing that consumers are confident in the uptake of mobile TV and video, with 78% expecting an increase in usage by 2010. Perceived cost represents the biggest barrier to adoption, with 58% indicating that it is the number one reason they have not viewed TV and video on their mobile phone.

• 55% of respondents stated they are interested in mobile TV and video.
• 46% of respondents are aware that their carrier offers a mobile TV and/or video service,  vs. the 35% percent seen in the 2008
• 49% of respondents have a monthly voice and data plan through their wireless carrier versus 38% who currently use a monthly voice-only plan
• 51% said that they would be willing to accept advertising in return for free TV and video content versus 54% in 2008

Consumers show a preference for snacking on content instead of setting aside dedicated viewing times, says the QuickPlay report. Specific findings include:

• 25% respondents view content in between daily activities, 16% while in transit (i.e. on the bus, etc.) and 11% while waiting in line.
• 66% said they would consider the ability to pause and resume content a deciding factor in whether or not they would watch longer forms of content, such as a full length movie. This number represents an increase from the 57% figure reported in the 2008 survey.
• Of those watching mobile TV and video, 45% have spent 11 to 30 minutes watching a TV show or movie on their mobile phone with 30 % having spent 31 minutes or longer doing so. Additionally, 21% are using mobile TV and video services more than once a week.

For more information from comScore, please visit here, or from QuickPlay Media, go here.