Complete as many fields as you can or wish to.
The data will only be displayed when referenced by shortcodes.
e.g.
[bw_telephone]
[bw_tel]
[bw_address]
[bw_show_googlemap]
oik options
Notes for oik-user users
If you have the oik-user plugin then you will see that you need to use thealt=0
parameter on certain shortcodes.