Towards the end of last year, I’d read a couple of very thoughtful posts on the subject of local networks. The first one was about how small towns had their own ways of communication and collaboration and were functioning as social networks long before technology came into the picture (actually all kinds of towns). The second was about the concept of re-localisation or Local 2.0 on RWW, about location based services and their relationship with technology. Since its been quite a while since I wrote ‘local stuff’ here, I thought this was a good time to make a few notes of how local information is being aggregated and how consumers access local data digitally.
There are several directions that come to mind when I think of local networks. I am quite a fan of Burrp, and rely on it to find out the new restaurants that have opened around town. (restaurant reviews are a major section in the personal blog) I absolutely love their mobile interface, and look forward to the weekly Wassup mailer. They also have TV listings, events, spa/gym listings and a lifestyle section now. This category of sites is something I’d covered earlier. Burrp has since been acquired by Infomedia 18, but its strength continues to be the community. But these categories are only one facet of local. There are are also those operating in niches like ticket booking (movies, plays and events eg. BuzzinTown), local discounts and offers (Letsheadto, Offersforshoppers, BangaloreCoupons etc), to name a few. And then there are sites which work more as directory listings. Pluggd.in recently had a good overview (with specific numbers) of the state of local search entities – AskLaila, Onyomo, Yahoo Local, Just Dial, Metromela and Burrp. If we go by directories, Sulekha is also a name that merits a mention. Maybe, in future, Burrp will be integrated into an entire directory like service under the web 18 group’s main site, so burrp.in.com 
Another access to local information is through generic search engines – from local players like Guruji which has a city specific search, to Google. (local businesses via maps, movies, which also throw up review results. No reason why the same cannot be applied to restaurants and other services) Yahoo also has a version of local search. Though it could do with some design tinkering and a better UI, there is potential, especially if they continue to work on services like Neighbours, which adds an Answers layer to Local.
The third option I considered is mobile. In addition to the basic way of calling up a number for local search (like JustDial), search by SMS (JustDial, asklaila, onyomo, Google, Google Voice Search, Vodafone-MSN, Yahoo etc..its a pretty long list) and access through mobile web, or even things like the Ovi Lifecasting + Ovi Maps feature in the Nokia N97, using Facebook, I was interested in what could be tangential options. Adage had a good read on how location changes everything in digital marketing/experiences. Very bullish (I agree with the author), but sample this
Search, for example, solved a big part of the “what” problem — helping you find what you’re looking for. And while search didn’t know much about our social filters, social networking came in and offered up a “who” filter. Now we’re looking at the “where.” And it’s the combination of these filters that have the potential to change consumer and marketer behavior.
There are services like Brightkite, (recently acquired by Limbo) a location based social networking site that allows users to ‘check in’ using SMS, see people who are/have been there/nearby, and then add updates/photos to the place, which means that places have their ‘placestreams’ too. Sometime back, I had read about Zcapes – an augmented reality application – a mini blog platform on the mobile similar in concept to placestreams. On registration, you can make your own zcape for an object/event or even an activity (watching a TV show), and search for real conversations about a particular keyword (object/event/activity). The augmented reality comes in this way – in addition to being able to share on Twitter/mail etc, after creation fo the zcape, the service provides an image of a QR barcode which you could easily stick somewhere in the real world. (RWW has a cool diagram here which explains how this connects the real and virtual worlds). [You should also read some more very interesting applications based on augmented reality like the MOBVIS project, and Yelp's recent 'secret' tool in its iPhone app, which when unlocked - by shaking the device three times!! - pops up Yelp reviewed establishments on your mobile screen, showing locations, ratings, and reviews for restaurants in your surrounding area!!). The recent Mobilize event also had a session on location aware mobile ads.
And then we have Twitter. Twitter's simplicity means that location based services as well as local businesses can easily have a presence on the network and offer real time assistance to consumers. I have seen both asklaila and burrp on Twitter, and the former seems to be doing some good work. Search Engine Land wrote recently about Idearc's Superpages account on Twitter, which uses the Superpages database to answer local search queries using DM. This can be used by other local search players too. TC had an article a few days back on another 411 service IMShopping, a human- powered shopping search site and Twitter shopping service. Twitter recently changed its TOS, leaving the door open for advertising. Twitter would do well to push the use of Twitter Connect.
And finally Facebook. While Facebook may not have done anything drastic so far in the local domain, the sheer amount of users, and their data is in itself a reason to look at the potential. There are services like Living Social, which operate in the review space, and which utilise the Facebook user base (among others) for increasing its reach. Facebook's search now also shows web search results, powered by Bing. Now add to this its recent acquisition Friendfeed's ability to aggregate data from various services, and finally add (potentially) the ability to add real time data to these search results from friends or further degrees of connections. This search could be any of things we discussed in local search - movies, restaurants, events, discounts, even regular directory listed services. That makes it vanilla search + real time+ social layer. The addition of the @ tags feature (like Twitter) means that it will be easier for people to share experiences with each other or to invite others. Though there are several things to iron out in this feature (privacy, security), also included will be the ability to add businesses/events etc through tags. So, through FB pages businesses can give basic information on FB itself, and even display @conversations directed at them. Now we're talking, eh? But the killer feature (though nothing new) hasn't been mentioned yet. Facebook Connect, which is being used by local hyperlocal services like City Search to add a social layer to search. This can be added to any local listings site/event etc, and add an additional benefit to searches done inside Facebook. Incidentally, you can log in to Brightkite using FB Connect too. Recently Facebook also announced that they're launching 'Facebook Connect for the Mobile Web'.
[ Have consciously not included traditional media. But in case you want to add to the above five directions, please do so in the comments section, and I shall update the post.]
So many options. For users to find the content they want, and for businesses to appear in context – place and time. An understanding of the intent of the search -from both sides would be essential for gratification. As the mashup of reality and virtuality progresses at a furious pace, the importance of local search will increase. Accuracy – including semantic ability, real time, social experience, all will play a part. Google is Google because of what it made out of data, search and contextual ads. Google is already moving in on the local web yellow pages in many markets, but as discussed above, they may not be the only players in the game. I think local search might be a more difficult battle.
until next time, location, location, location
