LSA Webinar: Social, Local and Mobile Convergence

SOCIAL, LOCAL & MOBILE CONVERGENCE PREPARED FOR // LOCAL SEARCH ASSOCIATION APRIL 12, 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 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

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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 • 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

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SOCIAL, LOCAL & MOBILE CONVERGENCE THE PATH TO PURCHASE

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

Interest

Research

Recommendation

Validation

Decision

90% of shoppers trust recommendations from their friends.

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

TURNING DECISION INTO ADVOCACY

Decision

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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.

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BUSINESS PROFILE “AEKI” • • • • • •

Large home furnishings store Uses traditional and digital advertising eCommerce website 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 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.

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

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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

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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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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

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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 #LSAwebinar

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

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MARKETING STRATEGY RESEARCH • 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+

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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

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MARKETING STRATEGY RESEARCH • 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

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SALLY’S PATH RECOMMENDATION

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

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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

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MARKETING STRATEGY ENGAGEMENT

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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

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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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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

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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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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-andmortar AEKI

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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

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SALLY’S PATH NEW HOME FURNISHINGS

Interest

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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 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 @Location3 #LSAwebinar

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

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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SOCIAL, LOCAL & MOBILE CONVERGENCE GOOGLE SEARCH + YOUR WORLD

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SEARCH + YOUR WORLD

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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.

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SOCIAL, LOCAL & MOBILE CONVERGENCE Q&A

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Location3.com @Location3 Facebook.com/Location3Media

http://www.location3.com/franchisemarketing-tips

THANK YOU!

Anne Baum Local Solutions Manager abaum@location3.com