DMA Webinar: Convergence of Local, Social and Mobile

SOCIAL, LOCAL & MOBILE CONVERGENCE PREPARED FOR // DMA 2012

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 70 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

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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.

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TODAY’S TAKEAWAYS • The importance of managing 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 including Google + • 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

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SOCIAL, LOCAL & MOBILE CONVERGENCE THE PATH TO PURCHASE

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FROM FINDABILITY TO PERFORMANCE THE TRADITIONAL PATH TO PURCHASE

Interest

Intent

Research

Recommendation

Validation

Decision

TODAY’S PATH TO PURCHASE Consumer-directed vs. Brand-directed Leverages the transparency of the market Fluid vs. linear

Guidance from multiple sources Input and validation from social graph Predisposed before ever engaging a salesperson

THE BRAND OPPORTUNITY:

Utilize content and calls to action to proactively inform, support and shape the buyer’s journey.

The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.

Content

Research

Retail

Interest

Intent

Content

Content

Validation

Communities

Brands

Input Content

Decision

Discovery

Friends

Content

Authorities Content

SHAPING THE PATH TO PURCHASE

Mindset

Need

Source

Medium

Message

What are they thinking and feeling at each specific stage along the path?

What are both the emotional and rational requirements that must be fulfilled at each specific stage along the path?

Where and to whom are they going to for information and support at each specific stage along the path?

What is the best channel and format in which to connect with them at each specific stage along the path?

What is the most relevant and compelling message to deliver at each specific stage along the path?

CONSUMER PROFILE SUSAN • • • • •

Working professional 35 years old Married Two children First time homebuyer

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

Photo Source: http://www.flickr.com/photos/76266195@N08/6976098794/

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BUSINESS PROFILE “AEKI” • • • • • • •

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

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CONCEPT We are the digital marketing agency for Finnish home goods super giant AEKI (ay-kee). We will follow Susan 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.

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

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SUSAN’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

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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

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SUSAN’S PATH INTENT • Searches “home decorating on a budget” on Google + home page •Sees a post from AEKI

•Decides to follow AEKI’s Google+ page •+1’s the post •Shares the post with friends in Google +

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MARKETING STRATEGY INTENT

• Agency created a Google + corporate page for AEKI and a content calendar •Content is posted regularly including sharing content posted by similar companies and original content

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SUSAN’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

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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 @Location3 #DMAwebinar

SUSAN’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, Susan clicks through to an AEKI landing page specifically for “sofas” and “couches”

• Browses content and notes a few favorites before returning to her search

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www.aeki.com

MARKETING STRATEGY RESEARCH • Many channels and strategies contribute to a high organic search page rank for a brand’s website • Optimization on AEKI site (title tags, META descriptions, URLs, etc.)

• Link building efforts • Rich content on AEKI blog

• Blogger outreach • Social activity on Google+

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SUSAN’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 Google+ Local page for the Grant St. store location

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MARKETING STRATEGY RESEARCH • Agency optimized AEKI location page through Google Places • Agency added social extensions • Agency claimed and verified listing through Google Places • Agency added user-friendly, rich content such as photos • Agency performed review management and provided consumer engagement strategies

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MARKETING STRATEGY THE LOCAL SEARCH DATAVERSE

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MARKETING STRATEGY RESEARCH

• Agency optimized AEKI location page using local store numbers in URLs

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MARKETING STRATEGY RESEARCH

• Local store URL drives searchers directly to individual local landing pages with custom continent pertinent to each location

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SUSAN’S PATH RECOMMENDATION

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

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SUSAN’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 • Susan 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

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MARKETING STRATEGY ENGAGEMENT • 7 in 10 who read reviews share them with friends, family & colleagues

• 79% of consumers conduct at least half of their product research online before they make a purchase • 90% of consumers trust recommendations from friends

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Sources: Deloitte & Touche, Compete.com, 2011 The E-tailing Group; E-Consultancy

SUSAN’S PATH PASSIVE RECOMMENDATION • A few days after her home furnishings research, Susan 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, Susan decides to visit the AEKI Facebook page to enter the contest

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MARKETING STRATEGY ENGAGEMENT • 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

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SUSAN’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

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MARKETING STRATEGY ENGAGEMENT • 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

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SUSAN’S PATH DECISION • Susan 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-andmortar AEKI

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MARKETING STRATEGY LOCATION-BASED SERVICES • Foursquare and Facebook are most popular location-based check-in services and offer marketing options for brands •Establishing a parent-child hierarchy, creating venues and managing data are first steps •Running specials encourages repeat visits, increase awareness and drives in-store traffic

• As of March 2012, Foursquare had more than 22 million users, 750,000 active merchants and 1.5 billion total check ins.

• 86% of users check-in to Places on Foursquare at least once a day

• 59% of users search for local businesses at least once a week on Foursquare

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SPECIALS STRATEGY 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.

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Maps tab allows users to search for location and see nearby campuses.

Check-ins on child pages included in total number on parent page.

Users can search by city, state, zip code or other location details.

All locations found within search criteria are show as map points and display below map with location details.

MARKETING STRATEGY POST-SALE ENGAGEMENT • Using contact info provided by Susan 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 Susan’s email upon completion of the survey with an option to share with five of her friends via email or SMS text

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SUSAN’S PATH NEW HOME FURNISHINGS

Interest

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Intent

Research

Recommendation

Validation

Decision

SOCIAL, LOCAL & MOBILE CONVERGENCE ADDITIONAL THOUGHTS

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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

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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

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

THE MOBILE LANDSCAPE

Website Not Web-Optimized Non-transactional

Mobile Site Mobile App Prioritized Content and Nav Locator, Menu, Product Locator, Menu, Engagement Non-transactional Non-transactional

Mobile App Transactional

Mobile App Transactional

SOCIAL, LOCAL & MOBILE CONVERGENCE GOOGLE SEARCH + YOUR WORLD

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SEARCH + YOUR WORLD

Owned Media

Google Plus (a.k.a., Google+ or G+) is Google’s way to connect businesses with their customers and the public.

This will have a seismic impact on digital marketing strategies including SEO, content, social, local, mobile, paid search, reputation management and potentially more.

You must develop a unique strategy for G+ that encompasses owned, paid and earned media to increase findability and performance.

Paid Media

Earned Media

Owned Media

OPTIMIZATION OF GOOGLE+ PROFILE & CONTENT Creates and optimize Google + page to properly link accounts, add creative elements, improve keyword saturation and increase ranking potential.

Owned Media

OPTIMIZATION OF WEBSITE Implement Google+ Code on Website: • Add rel=“publisher” code to homepage header and Google+ button code, which increases ranking potential and makes you eligible for social extensions, Direct Connect and verification.

• Add +1 buttons across website for ease of sharing content and tracking user engagement.

• Add rel=“author” code on blogs.

Owned Media CONTINUED LOCAL PAGE INTEGRATION Although Google Place pages recently merged with into Google+ Local pages there are still more changes planned.

This will include: • A merge between Google + Local and Google + Local Business pages. • A parent-child relationship will be established between the corporate brand page and all local brand pages.

Owned Media

OTHER OWNED MEDIA STRATEGIES Add verified check mark to Google+ brand page, if client is eligible.

To be eligible, brand must meet a minimum follower count and be actively managed by paid search representatives.

Paid Media

SOCIAL EXTENSIONS Paid search ads already include a +1 button, but adding social extensions will link your Google+ Business Page to your search ads. Social extensions also allow you to add the +1 button to ads throughout the Google Display Network and their mobile display network.

Benefits include increasing your circle membership on Google+, increasing personalized search ranking potential and possible increased click through rate. +1s on your paid search and display ads do not cost anything at this time.

Paid Media

PAID ADVERTISING WITHIN GOOGLE+ Based on current trends, we predict that Google will soon include some form of paid advertising within the Google+ platform.

Google+ paid advertising will likely include unique targeting capabilities based on user demographics, interests and content consumption and sharing signals.

Earned Media

INCREASING CIRCLE MEMBERSHIP & ENGAGEMENT STRATEGY Develop an engagement and promotional plan that drives activity within Google+ and on other owned media channels.

Plan should include: • Content calendar • Response guidelines • Engagement recommendations

MEASUREMENT Google+ Audience Metrics – Followers and +1s Referral Traffic +1s from social extensions campaign(s) Engagement Metrics – +1s, Comments, Shares Google organic rankings and search traffic

SOCIAL, LOCAL & MOBILE CONVERGENCE Q&A

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Location3.com @Location3 Facebook.com/Location3Media http://www.location3.com/franchise-marketing-tips

THANK YOU!

Anne Baum Local Solutions Manager abaum@location3.com Andrew Beckman CEO abeckman@location3.com