Social, Local and Mobile (SoLoMo) Marketing

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If you are a local business – a single brick & mortar, multi-location, or even serve customers at their home – you won’t want to miss this seminar. Learn how to increase visibility within the local search results by utilizing specific tactics that directly affect how Google “views” your business online, on social media platforms and on mobiles devices.

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Social, Local and Mobile (SoLoMo) Marketing

  1. 1. SoLoMo Marketing Presenter: Date: Wendy Hwang (@Wendy_Hwang ) August 14th, 2013 Social MobileLocal
  2. 2. Formic Team • Launched in 2008 to service small business & partners • Specializes in localized search, social, and mobile marketing • 100% of Account Team Google AdWords & Google Analytics Certified • 8 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics, etc.) • Focus on education via monthly Seminar Series
  3. 3. What We Do Services Formic Media's pay-per-click (PPC) advertising services provide small and local businesses guaranteed visibility within targeted search results, via paid "sponsored listings". PAY PER CLICK Formic Media's search engine optimization (SEO) services help small and local businesses to generate visibility within "organic" or “natural" search engine listings. SEARCH ENGINE OPTIMIZATION Formic Media's SEO-friendly website design and development services provide small businesses with an affordable, functional and highly visible Web presence. WEB DESIGN Formic Media's social media marketing (SMM) services enable small and local businesses to leverage free/ low-cost networks to gain increased brand awareness. SOCIAL MEDIA MARKETING We have created the appropriate processes, tools and methodologies needed to be efficient and cost effective for your team and your clients. PARTNERSHIPS Attend Formic Media's free monthly search engine marketing seminars. Learn the latest and greatest in the search engine marketing industry. FREE SEMINARS
  4. 4. Agenda Local Search and Google Popular Social Platforms Why Mobile is Important Q&A
  5. 5. “Rankings are a by-product of building your brand” – Mike Ramsey
  6. 6. Local Search
  7. 7. • Place Page • Offsite • Website • Mobile Friendly, Click to Call, Quick Load Time • Reviews • Social /Mobile Factors in Local Search
  8. 8. Three Primary Types of Signals Google takes into consideration for local rankings: 1. Relevance 2. Prominence 3. Distance Factors in Local Search
  9. 9. Factors in Local Search
  10. 10. • Citations • Business Name, Address, Phone + Website (NAP) • Consistency is key! • Clean Up Your NAP or risk duplicate listing • Structured Citations – Sites or Pages dedicated to business listings • YP, CitySearch, Yelp, etc. • Description & Categories match searcher’s query • Keywords on Your Website Match Google Place’s field indicate a match for the searcher’s location Relevance
  11. 11. • Popularity/Credibility • Unstructured Citations • Local newspapers, local blog post, referrals from other websites, etc. • Reviews & Ratings • Click Through Rate in Organic Search (???) • Social Media Prominence
  12. 12. Distance • IP Address of the searcher • Reviews • Social (Explore)
  13. 13. • Real time directions around traffic • Indoor maps with walking directions • Users can find, rate, and see reviews of local businesses • Categories - Eat, Drink, Shop, Play, Sleep • Takes friend’s reviews & ratings into account Google Explore Gets Social
  14. 14. Social
  15. 15. Social Statistics
  16. 16. Social Statistics
  17. 17. Social Statistics
  18. 18. Facebook Places Nearby
  19. 19. Facebook Places
  20. 20. Facebook Places
  21. 21. Facebook Places
  22. 22. Foursquare
  23. 23. Foursquare Statistics • Launched in 2009 • 33 million users, 1.3 million business pages • 3.5 billion check-ins, 30 million tips left
  24. 24. Foursquare Changes from Gamification to Search • More recommendations in Explore tab • Interactive Map with Search Categories • Foursquare for Business app • Bigger highlighted location photos • Not only shows nearby but search history
  25. 25. Foursquare Check-in Ads • Cost is per action • Taps or Save
  26. 26. Yelp
  27. 27. Yelp Statistics • First business review submitted in 2004 • Over 108 million people visited Yelp in Q2 of 2013 • Yelpers have written over 30 million reviews • 45% of Yelp users access from mobile
  28. 28. Yelp
  29. 29. Other Mobile Marketing Tactics
  30. 30. Digital Loyalty Apps Square Digital Loyalty Cards
  31. 31. Digital Loyalty Apps Punchcard • Digital punch card • Users can earn points to redeem for gift cards
  32. 32. Digital Loyalty Apps Perka • Users are able to leave feedback to the business. • 2 programs – users can earn per visit or by amout of dollars spent • Users can earn via text message
  33. 33. Digital Loyalty Apps PlacePunch • Location-Based Offers • Contests • Check-in Rewards
  34. 34. Google Offers • Free to Use for Businesses & Users • Easy • Limited in Image Selection • Read the Policy Rules • https://support.google.com/offersbusiness/
  35. 35. Apple Passbook An file system app default on iOS6+ • Boarding Pass • Coupon • Event Tickets • Store Card • Generic
  36. 36. Get ahead
  37. 37. “Unfair or deceptive advertising” – FTC (2009)
  38. 38. Read Follow the Rules and Policies
  39. 39. Ask and You Shall Receive
  40. 40. “Rankings are a by-product of building your brand” – Mike Ramsey
  41. 41. Q & A! Contact Wendy Hwang for more information wendy@formicmedia.com 503.517.9059 x129 @Wendy_Hwang

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