LSA Webinar: Social, Local and Mobile Convergence

PREPARED FOR //

LOCAL SEARCH ASSOCIATION

APRIL 12, 2012

SOCIAL, LOCAL & MOBILE CONVERGENCE

A DIGITAL MARKETING PARTNER BUILT TO INCREASE YOUR BRAND’S FINDABILITY AND PERFORMANCE.

Through strategic design, search marketing expertise, social media optimization and the application of analytics, we increase your brand’s findability to raise awareness and generate response across all digital platforms. Whether your goals include lead generation, engagement or commerce, our team of analysts, strategists and creative technologists will design a customized campaign to optimize your brand’s findability and maximize your return.

AGENCY HISTORY

Founded in 1999 and located in the heart of Denver, Location3 has a staff of

65 full-time employees who service global, national and local brands. More

than half of our client base has worked with us for at least three years, as we

improve the findability and performance of every client with whom we partner.

Industry Recognition

Inc. 5000 Top Company (2007, 2008, 2009, 2010, 2011)

DMA International ECHO Award Winner (2007, 2008, 2010)

Business Marketing Association Gold Key Award Winner (2007, 2011)

Search Engine Strategies Award Winner (2008)

OMMA Online Creativity Award Winner (2009)

American Marketing Association Peak Award Winner (2007, 2008, 2009, 2010)

Telly Award Winner (2011)

Top 50 Colorado Companies To Watch (2010)

Denver Business Journal Best Places To Work (2007, 2009)

FINDABILITY EXPERTS

One of only 13 agencies* in the U.S. awarded both Google Analytics and Web Optimizer

certifications

1 of only 9 agencies in the U.S. awarded Microsoft AdExcellence “Preferred Agency” status

Official Google AdWords Premier SMB Partner

Official Member of the Yahoo! Web Analytics Consultant Network

*Certifications as of September, 2011

SOCIAL, LOCAL & MOBILE CONVERGENCE AGENDA

@Location3 #LSAwebinar

TODAY’S FOCUS

64% of internet users perform local searches 67% of consumers research online reviews of local businesses before making a purchase 88% of mobile searchers take action within the same day What do these stats mean for your business? They mean that you can no longer view social media, local search and mobile marketing in isolation.


TODAY’S TAKEAWAYS

• How to optimize local map listings to protect the integrity of your data and increase findability • How to develop localized content and engagement strategies to leverage social media • How to reach and engage on-the-go consumers through their mobile devices • Understanding of how to integrate campaigns and provide a consistent user experience and message across all platforms • Insight into industry trends to predict and prepare for future initiatives in local, social and mobile


SOCIAL, LOCAL & MOBILE CONVERGENCE THE PATH TO PURCHASE


WHERE PATH MEETS PRESENCE

Interest Research Recommendation Validation Decision

79% of shoppers conduct at least half of their product research online before they make a purchase.

90% of shoppers trust recommendations from their friends.

Sources: 2011 The E-tailing Group; E-Consultancy


TURNING DECISION INTO ADVOCACY

Decision Validation Recommendation Engagement Advocacy


CONSUMER PROFILE SALLY

• Working professional • 30-35 years old • Married • Two children • First time homebuyer

Needs: Sally recently purchased a new home with her family and needs a variety of furnishings for her new house.


BUSINESS PROFILE “AEKI”

• Large home furnishings store • Uses traditional and digital advertising • eCommerce website • Mobile website • Mobile app • Claimed and verified all locations online


CONCEPT

We are the digital marketing agency for Finnish home goods super giant AEKI (ay-kee). We will follow Sally through the buying process from Interest to Decision and beyond, demonstrating how different marketing techniques played a cohesive role in her path to purchase. The campaign to promote this interactive content encompasses many media channels in developing a path to purchase for the target audience.


SOCIAL, LOCAL & MOBILE CONVERGENCE SALLY’S PATH TO PURCHASE


SALLY’S PATH INTEREST

• Searches “home decorating ideas” • Finds a blog on home decorating that was +1ed by a friend • Notices several products in the blog post that catch her eye • Notices content from AEKI blog that was reposted by her friend and linked to AEKI site


MARKETING STRATEGY INTEREST

• Agency created a blog on AEKI’s website with content optimized for the phrase “home decorating ideas” • Content features various products from AEKI • Content also features information and helpful tips for home decorating • Agency shared this content on Google+ and other social channels


SALLY’S PATH RESEARCH

• Searches “decorative area rugs” • Finds a paid ad for AEKI in the top listing featuring a discount and free shipping in ad copy • Clicks through to an AEKI landing page specifically for “decorative area rugs” • Browses content and notes a few favorites before returning to her search


MARKETING STRATEGY RESEARCH

• Agency actively managed the paid search campaign to maximize budget and develop comprehensive keyword lists • Agency identified opportunity for keyword phrase “decorative area rugs” • Low CPC for target phrase “decorative area rugs” led agency to target that phrase to get the most out of AEKI’s pay-per-click budget • Multivariate testing determined that “free shipping” and discounts provided highly attractive ad copy to the consumer • Agency developed landing page specifically for “decorative area rugs” to decrease consumer bounce rate on-site


SALLY’S PATH RESEARCH

• Searches “affordable couch” • Finds an organic listing for AEKI in the top listing featuring “sofas” and “couches” as keywords in the copy • After recognizing the brand from her previous search, Sally clicks through to an AEKI landing page specifically for “sofas” and “couches” • Browses content and notes a few favorites before returning to her search



• Many channels and strategies contribute to a high organic search page rank for a brand’s website • Keyword optimization on AEKI site (title tags, META descriptions, URLs, etc) • Link building efforts • Rich content on AEKI blog • Blogger outreach • Social activity on Google+


SALLY’S PATH BRAND SEARCH

• Searches “AEKI Denver” • Finds map listing for AEKI location near her new house in Thornton, CO • Notices Google reviews and clicks through to the local map listing page for the Grant St. store location



• Agency optimized AEKI location page on Google Maps • Agency added social extensions • Agency claimed and verified listing on Google Maps • Agency added user-friendly, rich content such as photos and videos • Agency performed review management and provided consumer engagement strategies


SALLY’S PATH RECOMMENDATION

• Notices a poor Google review from a recent customer and decides to search for other reviews


SALLY’S PATH ACTIVE RECOMMENDATION

• Searches for AEKI reviews on social review and monitoring sites • Although not all reviews were positive, the majority of them were very good • Sally is no longer dissuaded by the single bad review on the Google Map Listing page, because she knows it was simply one person’s experience out of many


MARKETING STRATEGY ENGAGEMENT


SALLY’S PATH PASSIVE RECOMMENDATION

• A few days after her home furnishings research, Sally is viewing her Facebook news feed • Notices a friend’s post regarding a contest AEKI is sponsoring to win a free couch on their website • Although not actively searching for home furnishings at that moment, Sally decides to visit the AEKI Facebook page to enter the contest



• Agency developed a comprehensive strategy for increasing social engagement for AEKI through Facebook contest • Developed a Facebook Contest App for the AEKI Facebook page • Promoted the contest page through highly targeted Facebook ads


SALLY’S PATH VALIDATION

• Begins to narrow down product list to handful of essentials, and a few accessory items • Uses "Pin it“ on her mobile phone to organize and share her items on Pinterest while commuting to work • Also looks at AEKI account on Pinterest and re-pins favorite items



• Agency developed and actively managed Pinterest account for AEKI • Agency helped add “Pin It” buttons to product pages • Agency placed GA event tracking on Pin It buttons, so that we can measure engagement stats across site


SALLY’S PATH DECISION

• Sally visited local AEKI to purchase all the items she had on her list • Checks in to local AEKI store on Facebook Places and Foursquare, letting friends and family know she’s there • Using mobile website, she consults her target product list while she navigates brick-and-mortar AEKI


MARKETING STRATEGY POST-SALE ENGAGEMENT

• Using contact info provided by Sally during purchase process, AEKI sent link to follow up survey regarding customer experience on the AEKI website • Agency created digital coupon for 20% Off Next Purchase at AEKI • Coupon delivered to Sally’s email upon completion of the survey with an option to share with five of her friends via email or SMS text


SALLY’S PATH NEW HOME FURNISHINGS

Interest Research Recommendation Validation Decision


SOCIAL, LOCAL & MOBILE CONVERGENCE ADDITIONAL THOUGHTS


9 OUT OF 10 SMARTPHONE SEARCHES RESULT IN AN ACTION

79% use smart phones for shopping related activities

74% of users have made a purchase as a result of using a smart phone

95% of mobile users search for local information

88% of mobile searchers take action within the same day

Mobile Solutions

Mobile Search Campaigns

Mobile Display Campaigns

Mobile Website Development

Location-Based Check-In Services

QR Codes/Digimarc™ Codes

SMS Campaigns

Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users


89% OF CONSUMERS USE A SMARTPHONE EVERYDAY YET 79% OF BRANDS DO NOT HAVE A MOBILE WEBSITE

How does the mobile search mindset differ from that of a desktop search

mindset?

• Less information, less time

• Searching for very specific information (e.g. location, price, coupon)

• Desire tailored, local content

• With the growth of Voice Search technology, not all mobile users are

searching with keywords

The results of Location3 mobile websites for our clients:

• 100% increase in time spent on our clients’ sites

• 50% reduction in bounce rate

• 100% increase in conversions from search campaigns

Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users


Mobile App Locator, Menu, Product

Non-transactional

Website Not Web-Optimized Non-transactional

Mobile App Transactional

Mobile App Transactional

Mobile Site Prioritized Content and Nav Locator, Menu, Engagement

Non-transactional

THE MOBILE LANDSCAPE

Create specials to attract new and/or reward existing customers.

Place decals sent by Foursquare on each location’s door/window.

Create POP signage for use at each location.

Train staff to understand special offer, how to tell customers about it and

how to fulfill.

Include code in special, which staff enter into POS system.

SPECIALS STRATEGY


SOCIAL, LOCAL & MOBILE CONVERGENCE GOOGLE SEARCH + YOUR WORLD


SEARCH + YOUR WORLD


SEARCH + YOUR WORLD Personal Results Enable you to find information just for you, such as Google+ photos and posts—both your own and those shared specifically with you, that only you will be able to see on your results page.


SOCIAL, LOCAL & MOBILE CONVERGENCE Q & A


@Location3

Location3.com

Facebook.com/Location3Media

http://www.location3.com/franchise-

marketing-tips

http://www.location3.com/franchise-marketing-tips





Anne Baum Local Solutions Manager [email protected]

THANK YOU!

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