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BOLO2010 Samek

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Hyperlocal -- the power tool of online marketing

Hyperlocal -- the power tool of online marketing

Published in: Business, Technology

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Transcript

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