Dominate Local Search-Online Marketing Summit Presentation

transcript

Dominate in Local Search

Why social mobile marketing is essential

Matthew O’BrienCEO, Mint Social@Blogster - @Mint_Social

6/16/2011

“You Are Here”

How Local Businesses can Get on the Map in the Age of the Mobile Web

/MintSocial | @Mint_Social | @Blogster | Mintsocial.com

Use Hashtag:

#geosomo

Matt O’BrienCEO Mint Social

Matt O’BrienBad Dawgs

Ice Den Scottsdale, AZ May 30, 2009

Matt O’BrienDeerfield Falcons

Illinois State Champions

1974Palatine, IL

Matt O’BrienCEO Mint Social

Matt O’BrienWhite Water RaftingUpper Salt River, AZ

April 6, 2005

Nearly All Consumers (97%) Use Online Media to Shop Locally

Source: http://www.biakelsey.com/Company/Press-Releases/100310-Nearly-All-Consumers-Now-Use-Online-Media-to-Shop-Locally.asp

73% of online activity is related to local content

Source: Google 5/07

Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 20100%5%

10%15%20%25%30%35%40%45%50%

31%34%

45% 45%

18%20% 21%

24%27%

25% 26%30%

32% 33%

34%37%

45% 45%

Hispanic WhiteAfrican American Asian

Smartphone Penetration Base: % of population, 2009-2010 demographic trendSource: Hubspot

31%Smartphone Use has Taken Off

Searches on Mobile Devices

Non-search engine queries (Facebook, Craigslist)……….

Local business searchers using social networks………

Search engine queries……… 9%

9%(% using Facebook……………93%)

Your Website

Is one of Billions

Is Your Content…

Social Media = Publishing Rights

Where 3 out of 4 people are online?

?/MintSocial | @Mint_Social | @Blogster | Mintsocial.com

Geosomo[gee-oh-so-moe]

Geographically targeted mobile social media marketing

Web Search Trends“Where we spend our time online”

Google “7 Pack”

Google Maps

50% of the traffic to Google Maps…do business with the top 3 results

{Step 1} Create a Profile Document• Consistency across local listings• Syntax Correct

{Step 2} Create Profiles

• Local Listings (directories and search)• Photo

– Panoramio– Picasa– Flickr

• Video– Youtube

{Step 3} Post Geo-Tagged Content• Photos

– keyword optimized—example:mountain-biking-sedona-az.jpg

– Split images up between photo sharing sites– Map to your corporate address—exactly the same

as your office address• Video

– Youtube geotagging• Blog Posts

– Post Mapper –open graph api

{Step 4} Create Google Place Page• Same as other local listings

{Step 5} Get Reviews

• Be Remarkable.• Make it easy. Put direct links on your website for

reviews. • Offer incentives to customers that post a

review/check in– Coupons– Free Gift– % off next purchase– Free coffee for the mayor (foursquare)

Visibility Multiplier Effect

Website(SEO and PPC)

Content EngineViews

AudioVideo

ArticlesProfiles

Docs, PPT

Geo-SoMo = Geo-Tag Your Content with Smartphone

Content Problem

Qik.com & Flip + Geo-Tag + Syndication = Easy Peasy (…lemon squeezy)

QR + Reviews + Testimonials = Credibility & Rankings

(…local search domination)

Online

Content Problem?

Mobile + Photo + Geo-Tag = Auto-Syndication

Content Problem?

Geo-tagged web page + Blogs + Status + Geo-Tagged Photo = Massive Social Mention

http://postmapper.com

Content Problem?

Microsoft Google

QR Codes

Content Problem?

Local sites are sharing reviews

45% of consumers search blind

…they search with general terms

Have products and services in mind…not sure where

Local Searchers

Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

Italian Restaurants Scottsdale

50% of searches go to Google Maps

56% of social usersand

60% of mobile users search for specific

businesses (location)

Social Networks

Lacking sophisticated search functions

Geo-tag Your Content

Local Search Trends1: Primary source to find a business is online (70%)

2: Local searchers are more apt to buy.

3: Adding New Content is Mandatory

4: Diversify with Print (offline marketing)

5: Social and mobile marketing

Social and Mobile Users …are influencersConsumers who use social networks and smartphones….write reviews

In the past 30 days….40% have submitted between 2 and 5 Reviews

“Great Food at a Great Price”

“Solid value”

Top Influencers for Buying

Consumer Ratings and Reviews Social Networkers…………………………………….78%

Mobile users……….…………………………………...71%

Top Responsibilities for Local

Respond to questions and complaints……………………..81%

Special offers, promotions and events……………………..78%

Company photos……………………………………………..66%

Takeaway Points

• Use your phone to dominate in local search (50% of Google search go to Google Places)

• Dedicate a phone for marketing your business (bundle free tools together - PixelPipe and Box.net)

• Use UPS store mail box to look local (Google)• Leverage off-line marketing (QR Codes) to increase

business online

Thank You

Why social mobile marketing is essential

Matthew O’BrienCEO, Mint Social

mint@mintsocial.com(602) 818-6468@blogster - @Mint_Socialwww.linkedin.com/in/MatthewOBrien

Dominate in Local Search