Analysis of the Growing and Dynamic Social Media Ecosystem
Social Local Media (SLM) is a continuous advisory service (CAS)
that examines the growing and dynamic social
media ecosystem from a comprehensive set of
local perspective. SLM helps media companies
and social platform suppliers make sense of
where this new ecosystem is headed and how
they can participate effectively, both strategically
and from a revenue perspective. Clients have ongoing direct access
to research, expert analysis and evaluation of quantitative and qualitative
data as it relates to the locally focused social media marketplace.
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Where’s the Money in Social?
Social local media as a marketing, promotional, customer care, content
and advertising agent has crossed the mainstream threshold. As more
businesses step onto social platforms (Facebook, Twitter, YouTube,
blogs, review sites and others), local merchants and the media companies
partnering with them need to understand how to integrate social into
their offerings to connect with their customers and capture their share
of socially driven local advertising and marketing revenues.
BIA/Kelsey’s newest CAS, Social Local Media, focuses on helping
media companies and social platform suppliers
identify the best integration strategies for
implementing social across media, marketing and advertising channels
in a manner that drives revenues.
SLM will spotlight buyers, sellers,
platform developers, vendors, practitioners
and thought leaders dedicated to using social media tools and techniques
to forward customer relationships. This analysis across the ecosystem
is imperative as the social media space evolves from search, display,
mobile and directory platforms, and organizes into its own distinct
personality and value proposition as part of the local advertising
The goal of SLM is to offer clients clear, simple solutions and turnkey
tools to guide their social media steps. It
offers companies within different segments
of the social ecosystem (media companies, agencies,
developers) competitive analysis and financial
perspectives around strategies, technology and
partnerships. The comprehensive analytical focus
of the program will help clients drive revenue
from their social initiatives.
The Social Local Media Advantage
Social Local Media provides important insights and guidance on internal
social media strategies, local business concerns and partnerships,
social networks and local social media advertising. SLM clients gain
a competitive advantage from:
- Continuous Advisory Services: Benefit from a focus
on social media tools, technologies and platforms.
Our industry experts guide you in applying relevant data to your
business, offer insights regarding your specific business strategy,
provide you with introductions to key players that align with your
business strategy, and offer financial expertise and identify or
facilitate funding opportunities.
- Industry Reports: Each
month, SLM will produce one or more advisories that examine key
developments in social and implications for particular local media
segments. Initial industry reports will assess the internal social
marketing strategies of local content providers (traditional publishers,
broadcasters, online pure plays) across various
social channels (Facebook, Twitter, group buying, advertising services,
location-based services, reputation management).
Studies: Monthly cases will approach the “how to put social
to work” question
from various points of view, including media
companies, local businesses and agencies, offering
tangible examples of best and creative practices.
Access: CAS clients have access to the top social media analysts
covering topics such as, new local monetization models for social
networks; measuring social; social media transactions; social media
valuations and valuation models; social commerce; Facebook’s
continued evolution; social’s role in e-mail, reputation and
presence management; next steps for check-in services; and industry
analysis of how various media segments are
utilizing social channels.
Local Media Viewpoint: BIA/Kelsey provides
a comprehensive local media viewpoint across
12 local media advertising channels, including social, broadcast,
online, search, mobile, directories and social media, from the most
Research: SLM will provide data that both
substantiates the emergence of social media
as a legitimate advertising and marketing vehicle, and can
be employed to measure ROI. These data summaries
will originate from our proprietary research and analysis of the
social local sector, and will aggregate outside research to crystallize
the social opportunity.
Who Subscribes to Social Local Media?
Social Local Media will serve clients that want to integrate social
into their advertiser and marketing offerings, as well as developers
of social platforms and services designed for local media and marketing.
SLM will also help clients looking to develop internal social media
strategies that will allow them to better connect with their end-users
across multiple channels. Sample clients include:
- Local media companies
- Mobile companies (carriers,
ad networks, developers)
- Advertising agencies
and vendors of social tools, platforms and
- Print and Internet Yellow Pages
and classified advertising publishers