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Hyper-local  Marketing <ul><li>by Geoff Samek </li></ul><ul><li>Founder, The Sacramento Press </li></ul>
<ul><li>Use #BOLO2010 hashtag </li></ul><ul><li>Follow me on Twitter @gsamek </li></ul>
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 <ul><li>ranchocordovapost.com </li></ul><ul><li>custom wordpress </li></ul><ul><li>audience > community newspaper </...
The Rancho Cordova Post
Kristy <ul><li>cakegrrl.com </li></ul><ul><li>uses blogger </li></ul><ul><li>writes about local food issues </li></ul><ul>...
John <ul><li>MyFolsom.com and Tomato Pages Network </li></ul><ul><li>proprietary forums </li></ul><ul><li>been around for ...
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
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BOLO2010 Samek

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Hyperlocal -- the power tool of online marketing

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Transcript of "BOLO2010 Samek"

  1. 1. Hyper-local Marketing <ul><li>by Geoff Samek </li></ul><ul><li>Founder, The Sacramento Press </li></ul>
  2. 2. <ul><li>Use #BOLO2010 hashtag </li></ul><ul><li>Follow me on Twitter @gsamek </li></ul>
  3. 3. what I’m not talking about . . .
  4. 4. Google AdSense
  5. 5. AOL
  6. 6. national networks
  7. 7. targeting by zip code
  8. 8. what I’m talking about
  9. 9. hyper-local online efforts
  10. 10. grass-roots
  11. 11. usually small staff
  12. 12. community focused
  13. 13. digital native
  14. 14. this is a diverse group
  15. 15. blogs
  16. 16. forums
  17. 17. custom platforms
  18. 18. varied business models
  19. 19. examples
  20. 20. Geoff <ul><li>ranchocordovapost.com </li></ul><ul><li>custom wordpress </li></ul><ul><li>audience > community newspaper </li></ul><ul><li>reports on neighborhood news where he lives </li></ul>
  21. 21. The Rancho Cordova Post
  22. 22. Kristy <ul><li>cakegrrl.com </li></ul><ul><li>uses blogger </li></ul><ul><li>writes about local food issues </li></ul><ul><li>small, loyal audience </li></ul><ul><li>catering business </li></ul>
  23. 23. John <ul><li>MyFolsom.com and Tomato Pages Network </li></ul><ul><li>proprietary forums </li></ul><ul><li>been around for a long time </li></ul><ul><li>communities of trust </li></ul><ul><li>lots of pageviews </li></ul>
  24. 24. MyFolsom.com
  25. 25. Reynolds Journalism Institute Survey
  26. 26. 19 top hyper-local sites
  27. 27. top journalism school study
  28. 28. better than TV/newspapers
  29. 29. > trust and satisfaction
  30. 30. bottom line
  31. 31. connect deeply
  32. 32. authentic voices
  33. 33. loyal, local audiences
  34. 34. much like the arts and crafts movement
  35. 35. handcrafted
  36. 36. why should we care?
  37. 37. reach tastemakers
  38. 38. we call them mavens or hubs
  39. 39. audience have great multiplier effects on -
  40. 40. social media
  41. 41. word of mouth - in real life!
  42. 42. challenges
  43. 43. solutions
  44. 44. get used to small buys < $300
  45. 45. invite many locals in for one meeting and make negotiate a clustered buy
  46. 46. diverse and weak reporting methods
  47. 47. ask for screen shots
  48. 48. use compete and quantcast
  49. 49. serve ads through your own ad server and ad tags for consistent reporting
  50. 50. non-standard ad sizes
  51. 51. educate publishers on the importance of certain ad sizes
  52. 52. not usually sold by CPM or CPC
  53. 53. the publisher sees this as a relationship not a transaction, so . . .
  54. 54. huge opportunities
  55. 55. willing to go the extra mile
  56. 56. meeting face to face with your clients
  57. 57. advertorials and special requests welcome
  58. 58. often willing to trade
  59. 59. ask for mentions on twitter and facebook
  60. 60. round out your portfolio with unique opportunities other agencies can’t access
  61. 61. how do I find these hyper-locals?
  62. 62. placeblogger.com
  63. 63. write it down! placeblogger.com
  64. 64. kcnn.com
  65. 65. so this is kinda difficult to pull off right now
  66. 66. trends are helping out
  67. 67. trend #1 Patch
  68. 68. hyper-local owned by AOL
  69. 69. solves many mechanical issues - reporting, ad sizes, etc.
  70. 70. opened up about 500 sites by now
  71. 71. trend #2 ad networks
  72. 72. solves mechnical problems and have huge reach
  73. 73. one point of contact
  74. 74. one point of contact
  75. 75. SLOAN sacad.net
  76. 76. TBD
  77. 77. growthspur
  78. 78. projects starting in Chicago, New York and Philadelphia
  79. 79. if you work with one don’t forget to ask for the advertorials and extras
  80. 80. speaking of Philly: Technically Philly
  81. 81. trend #3 services not sites
  82. 82. growth in foursquare
  83. 83. gowalla
  84. 84. groupon
  85. 85. living social
  86. 86. these are not websites
  87. 87. they are services to users across many platforms
  88. 88. like iPhones
  89. 89. and computers
  90. 90. and tablets
  91. 91. advertising on them doesn’t work
  92. 92. but they offer marketing services that DO
  93. 93. special offers
  94. 94. using the services for free works too -
  95. 95. like The Sacramento Kings on L
  96. 96. rent a vacant retail space
  97. 97. hold events during festivals
  98. 98. people who check in on foursquare get a prize
  99. 99. brings more people to the brand
  100. 100. pull rather than push marketing
  101. 101. not advertising on a site but using marketing services to reach locals
  102. 102. questions? #BOLO 2010 @gsamek
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