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BOLO2010 Samek

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Hyperlocal -- the power tool of online marketing

Hyperlocal -- the power tool of online marketing

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BOLO2010 Samek BOLO2010 Samek Presentation Transcript

  • Hyper-local Marketing
    • by Geoff Samek
    • Founder, The Sacramento Press
    • Use #BOLO2010 hashtag
    • Follow me on Twitter @gsamek
  • what I’m not talking about . . .
  • Google AdSense
  • AOL
  • national networks
  • targeting by zip code
  • what I’m talking about
  • hyper-local online efforts
  • grass-roots
  • usually small staff
  • community focused
  • digital native
  • this is a diverse group
  • blogs
  • forums
  • custom platforms
  • varied business models
  • examples
  • Geoff
    • ranchocordovapost.com
    • custom wordpress
    • audience > community newspaper
    • reports on neighborhood news where he lives
  • The Rancho Cordova Post
  • Kristy
    • cakegrrl.com
    • uses blogger
    • writes about local food issues
    • small, loyal audience
    • catering business
  • John
    • MyFolsom.com and Tomato Pages Network
    • proprietary forums
    • been around for a long time
    • communities of trust
    • lots of pageviews
  • MyFolsom.com
  • Reynolds Journalism Institute Survey
  • 19 top hyper-local sites
  • top journalism school study
  • better than TV/newspapers
  • > trust and satisfaction
  • bottom line
  • connect deeply
  • authentic voices
  • loyal, local audiences
  • much like the arts and crafts movement
  • handcrafted
  • why should we care?
  • reach tastemakers
  • we call them mavens or hubs
  • audience have great multiplier effects on -
  • social media
  • word of mouth - in real life!
  • challenges
  • solutions
  • get used to small buys < $300
  • invite many locals in for one meeting and make negotiate a clustered buy
  • diverse and weak reporting methods
  • ask for screen shots
  • use compete and quantcast
  • serve ads through your own ad server and ad tags for consistent reporting
  • non-standard ad sizes
  • educate publishers on the importance of certain ad sizes
  • not usually sold by CPM or CPC
  • the publisher sees this as a relationship not a transaction, so . . .
  • huge opportunities
  • willing to go the extra mile
  • meeting face to face with your clients
  • advertorials and special requests welcome
  • often willing to trade
  • ask for mentions on twitter and facebook
  • round out your portfolio with unique opportunities other agencies can’t access
  • how do I find these hyper-locals?
  • placeblogger.com
  • write it down! placeblogger.com
  • kcnn.com
  • so this is kinda difficult to pull off right now
  • trends are helping out
  • trend #1 Patch
  • hyper-local owned by AOL
  • solves many mechanical issues - reporting, ad sizes, etc.
  • opened up about 500 sites by now
  • trend #2 ad networks
  • solves mechnical problems and have huge reach
  • one point of contact
  • one point of contact
  • SLOAN sacad.net
  • TBD
  • growthspur
  • projects starting in Chicago, New York and Philadelphia
  • if you work with one don’t forget to ask for the advertorials and extras
  • speaking of Philly: Technically Philly
  • trend #3 services not sites
  • growth in foursquare
  • gowalla
  • groupon
  • living social
  • these are not websites
  • they are services to users across many platforms
  • like iPhones
  • and computers
  • and tablets
  • advertising on them doesn’t work
  • but they offer marketing services that DO
  • special offers
  • using the services for free works too -
  • like The Sacramento Kings on L
  • rent a vacant retail space
  • hold events during festivals
  • people who check in on foursquare get a prize
  • brings more people to the brand
  • pull rather than push marketing
  • not advertising on a site but using marketing services to reach locals
  • questions? #BOLO 2010 @gsamek