Thanks to Regalix for setting this up. And thank to all of you for taking time out of your busy day to spend half an hour with us.
So – we’ve only got a half an hour to cover quite a breadth of topics here – so we won’t get into any real detail here – but what I want to encourage you to do is follow up with either myself or Regalix on any of the content that may resonate with you here today. On the screen you see my contact information – and Regalix information – and I welcome you to email me or call directly.
So, here we are – one month into 2010, and things feel uncertain. Especially for those of you just coming off a holiday season that may have been challenging. You had to do more with less – drive results in a tough economy – all while all these new ideas of Search Marketing, Social Media marketing and Mobile marketing technologies come flying at you.
So, if you’re just now having the time to start to look at these strategies, let me start with the good news. You’re not alone. Even some of the largest brands in the world are just starting to experiment with these new technologies. You’re not too late. That’s important because it helps to avoid one of the biggest mistakes I see made from the clients I work with. Sometimes I’ll work with clients that feel so far behind, that they feel like they should skip the basics – and move right into more sophisticated social media and mobile strategies. Then, they’re overwhelmed, the ROI isn’t there – and they or their executive teams kill these projects before they even had a chance. In fact, as you’ll see in one of the examples I’ll use today – you’ve got to make sure and stick with it…. In today’s world, the process is a commitment…. This is a marathon, not a sprint – and it’s okay to look before you leap….
So, over the next twenty minutes or so what I’d like to do is just give you three ideas that can hopefully tee you up to to start driving marketing results from social media and mobile. You’ll see how each of these can lead to bigger and more complex programs. But, the key is – if you start simply and with these concepts in mind, then it becomes easier to drive success in the future. So, as they say as you get off the tube in London, we’ll mind the gap…. And we’ll first look at the bridging our strategy between Search Engine Marketing and Social and Mobile. This is one of the easiest and fastest ways and easiest ways to drive real value. Staying visible in today’s web is different than it used to be… And this is also a great way to get a quick win while you plan and build for some of the longer term tactics. The basic project here is How to increase our visibility to search engines by using mobile friendly landing pages. Then, we’ll look specifically at Social Media – and first and foremost how we start to build our community… Or, Building our 1,000 fans…. What do we need to do *before* we Twitter and engage on Facebook… Social Media success drives Search Engine Optimization and helps us to maximize our traffic. In today’s world, so much of the traffic that we generate these days is paid traffic. And the real goal of our marketing efforts in social Media is to build a community that we can monetize. Part of building that community is all about engaging them – and so as we build that community let’s get meaningful business benefit out of it. Then, lastly we’ll look specifically at Mobile and how new strategies such as developing specific mobile Web sites, mobile apps, and devices like the iPhone, the new iPad and how other types of devices are going to play into our marketing strategies. Okay…. Let’s dive right in…
Visibility In The Age Of Social And Mobile So, the stats are in – from Black Friday to Cybermonday and the whole holiday season – and 2009 was really the year for explosive growth for mobile internet surfing. Nielsen data shows that mobile web audiences in the US grew a huge 34% between July 2008 and July 2009… And this year, according to a Deloitte study, 1 out of very 5 consumers used a mobile device to assist in their holiday shopping… Additionally, it’s estimated that 90% of all consumer purchases start with a search on the Internet. Finally, just one more set of statistics… In a recent study 81% of respondents said they’d received advice from friends and followers relating to a product purchase through a social networking site… 74% of those received that advice found it influential in their decision…
So I don’t think it’s an overstatement at all to emphasize how extraordinarily important it is to bridge your search engine optimization strategy with your social and mobile strategy. We’ve got to make sure that we implement our Web content so that it’s easy to find, easy to reference, easy to share… and most of all easy to access via multiple devices. What does this mean?
As you’re starting to think through your Web content strategy – here is some thinking. Landing Pages, Optimized For Local Search If you’re a retailer that has multiple physical store locations, you’ve got to get out of this “dealer locator” on the corporate web site mind set. While you may still need a dealer or a store locator on your site – instead, think about moving it up a click… Your consumers are using Google to find your store locations… How can you take advantage of this and have local landing pages for your Google Local Search… That gives you so much more insight into where in the country your online customers are interested… Socializing Your Web Content Then, with your Web content, your local landing pages… it’s time to start thinking of ways to socialize that content. Having a specific set of content for your local presence can also give you a place to feed local traffic – as well as a place for people who you’re engaging to come to. Users should be able to share this content… Is there a coupon? Are there in-store events… How can your consumers share that with their network… Then, making sure this Web content can be accessed by mobile compatible interfaces Think a localized place where you can put coupons, or local messaging. What do your Web site – or these landing pages look like on an iPhone, a blackberry, an Android phone – an Ipad…. Are you using Flash extensively on your site. Here’s what your site looks like on an iphone device… And as we’ll see in a moment – iPhone traffic is important… Let’s look at an example of a company that’s just been through this… .
So Pep Boys, the auto retailer had just this issue. Working directly with them and their Advertising Agency to develop a quick, cost-effective, easy and efficient way to expose their stores online, all with their own microsite – and with little to no heavy lifting required from their technology group. The entire project took about 8 weeks from start to finish….
When you went to google and you searched for Pep Boys… This is what you got…. More importantly what you’ll notice is what you DON’T see… And that’s exactly what you’re looking for as a consumer coming online… Where’s my local pep boys… What are the store hours.. Where’s a map… Are there any coupons for me?
So, we worked with Pep Boys Advertising agency and we developed a very simple microsite template. With the ability to scale for a coupon and a Google Map Mashup. Then, they took a database of their 740+ stores – which was just an excel spreadsheet and imported that into a Content Management Sytem. Applied the template and hit republish – and voila we had 740 new pages, all at the store level – with a very easy to read URL – that is email and Search Engine Friendly (CLICK), and ready for submission to Google’s local search. We then took those pages, and submitted them to Google – and within a couple of weeks all of them had been indexed by Google…
And then, when you searched for Pep Boys on Google – This was the local search results page… Local search results came back with each of the store names clearly market…. And a map that Google provides shows the way…. The best part is if you clicked through to one of these landing pages…
You go right to the page….. So they had a way to see which stores are most popular in searches, and – most importantly a way to start marketing at the store level, including coupons and store-level specials… And, they could see which stores were ranking higher than others….. And The design of these landing pages were Mobile Friendly… You notice the big type, simple and light amount of text… And the google map mashup will immediately integrate into most smartphones so they can easily get driving directions or call right from their phone… So, this is great right…SEO, Local Landing pages designed to be Mobile compatible..… Well here’s where the story takes an interesting twist…… You’ll notice that I used the past tense when I talk to that campaign now…. This is where irony kicks in…. That’s because not too long ago, they decided to abandon these landing pages and instead went back to a dealer locator… I don’t know why they decided to do this – but they did decide to do it… . So, now when you click on those links in Google this is the page you get:
So… this is obviously a 404 page meaning that the page cannot be found…. At some point, Google will elminate the local search results from its index when it realizes that the links are broken… Meanwhile, this is quite a branded experience that Pep Boys is creating…
Now, today, if you do a search on google… You will find the third-party service that they are using…. And this is that screenshot… So even if you bothered to click through – And before the webinar I tried to navigate this and my local pep boys took me three clicks to get into… so, do you think consumers are going to do this? No, they’ll just be frustrated and move on…. And, just try surfing this from your mobile phone… This is definitely not the way to build trust in a brand – and it’s not likely to really help to build a user that wants to frequently return to Pep boys to look to solve a challenge… So…. Let’s move on… And talk about our second idea…. how we can start to build that trust using Social Media…
Building Our 1,000 Fans So, I’m stealing the 1,000 fans concept from Kevin Kelly who is the former Wired editor, and discussed famously how one can survive with only 1,000 die hard fans… But of course, for most retailers this isn’t the case, we actually need to add a few more zeroes to that number to keep us in business… But the theory is the same… How to we use social media to build a community that will give us leverage…
So… what are the top three well four with our bonus… tips we can use before we deploy a Social Media strategy that will drive real ROI…. Listen Just like your mother told you – it’s always better to listen first…. If you haven’t launched your social media strategy yet, engage a process in your organization to start monitoring the conversation. Listen to what’s being said about your brand. There are simple strategies – certainly Regalix can be key in helping with this – to monitor the social media channels. Find out where your customers are. What are they saying. This will inform your strategy as to how to best go about starting to build that fan / follower community. Then you can make a determination of whether you want to try and gather your community into your own branded platforms – or whether you want to communicate out using others.. Or some of both… It’s People That communicate – companies do not When you start to develop your platform – make sure that you engage a process where it is people communicating – not just the company. Nothing will turn off your fan base faster than having “corporate speak” come out of your social media channels. Be Adaptive and Collaborative - find the people who are most passionate about your service and engage them to be the personality of the brand. But, it’s a two way street. It’s about engagement and collaboration. Listen to what people are asking. You don’t have to act on every request – but acknowledging all of them is a great way to make people feel like they’re being taken seriously and building a fan base. Also – make sure to have the flexibility to adapt your strategy as you need to…. You may find one channel (twitter for example) may not be the best channel for one set of products –and developing your own community may be better for another…. Don’t force the tactic – be flexible… Bonus one…. And maybe the most important… You’re telling a story…. Get into the mindset of telling stories about your brand… It’s th emost powerful way to win friends and fans…. Your team is telling your story…. Facts and figures are just part of a bigger narrative… Just a quick example of this….
So… JC Penny launched their own community and targeted Moms… To do this they used a software platform called Think Passenger – these guys have a community platform that a lot of major brands have utilized…. And what they did with JC Penny was to launch a social media community targeting Moms… it was designed to understand (or listen) to what was driving Moms frequency of shopping and how JCP was figuring into their share of wallet… How much to moms shop for their kids… online.. Offline… with their kids in tow… without etc… To do this they utilized a community where they could pose ideas and moms could communicate back to the brand… this gives them great insight into how to re-design stores, and identify key growth opportunities for product mix… And, they’ve not got a trusted source of Moms that they can continue to communicate with…. In short, they’ve gotten permission to market to them… It’s a wonderful case study… And just as a point of interest and something wonderful to point out… to get this case study, I polled my community on Twitter yesterday, and asked for a case study for retail… It’s really the power of crowdsourcing at work… So, okay now we are visible on today’s web… we’re listening and starting to develop our fan base… let’s looka t the lat piece in today’s talk…
Is there REALLY an app for that… So… I don’t think it’s any secret to anyone that mobile and apps are quite the buzz…. Here’s two numbers for you just to put this into perspective… 100,000 and 3 billion…. In November last year the iphone app store hit 100,000 apps ready to download… And they just announced that they’ve had more than 3 billion downloads of apps… Now with Google launching their line of smart phones, the blackberry appworld – it’s safe to say that apps are here to stay… and then even beyond smartphones of course… You might’ve heard a little announcement that Apple made last week…
The new Ipad… …. To say that mobile and mobile Internet usage is growing is an understatement… So, what are some of the trends in Mobile App Development for marketers…
So, just to set the stage… Know that when we’re talkinga bout mobile devices, that currently…. iPhone users drive a disproportional amount wireless traffic (11% of device share driving 65% of the HTML page view) This may change as Android starts to take market share – but right now it’s all iPhone all the time… And as the iPad development shows, these interfaces are getting better… Superior usability is changing behavior in smartphone behavior… Especially for mobile commerce…. Credit card transactions are increasingly common…. And, nothing exemplifies the ease in which commerce is happening and the alternative payment methods in mobile as to look at the huge outpouring of the Text Messages for Haiti… When you texted HAITI a number, consumers made a $10 donation – which was simply added to their phone bill… As of last week… more than $5 million in donations had been collected – which of course means that half a million people actually completed this…. And there are Multiple alternative payment apps popping up (i.e., iTunes in app purchase, Mocapay, etc) So, as a marketer…. And in retail do you really need an App? Or as we’ve discussed previously should we just make our Web site mobile friendly. First – let’s look at the differences….
In An App… you’re dealing with a compiled code base… Just like a software application vs. a Web site… So, just like developing any application – the challenge is that you’re developing specifically for a device (iphone vs. blackberry vs. android etc..) and with a mobile web site it’s just a web site that can theoretically be accessed by any device… But… In an app you have a richer experience than you might given a mobile web site… But of course you don’t have to install a web site, whereas with an app you do – so there can be some barrier to entry with getting consumers to install an application on their device… In the Future… both of these will certainly co-exist… And consumers will likely use mobile application for a certain sets of functionality and lifestyle… certainly attached to brands… and the mobile web for a more broad mobile experience… So how do we start to think about our strategy and how we will roll out our Mobile Strategy….
It’s about content…. How do you want to deploy your marketing and functional strategy to mobile… Just like when we’re developing our Web site, the goal becomes what we want these audiences to do. So, if we’ve made our web sites and web content visible as we talked about in the first step… The second is to start to look at our content marketing strategy and look at how we are looking to engage our users… And perhaps experiment with an Iphone or other Mobile Device app… Here’s just a couple of examples of a direction…. 1. •Entertainment - Are we looking to be entertaining and build a community – holding contests or developing branded games. The Gap for example, uses it’s Stylemixer app to let users try on different clothes share them on Facebook etc… 2 Ordering - put the customer in control – do we want to be like Dunkin Donuts… Who put their ordering process through a marketing campaign.. They’ve got a store locator and the ability to send in group orders through the app… 3. Product education with a creative flair - provide catalogue browsing or like in the case of Taco Bell – an app where you put in a dollar amount that you want to spend – you shake your phone and the app recommends a value meal for your price…. Whatever the direction you decide… The key is to make sure you’ve got a process in place to support the metrics – so that you can measure the success of it. It might be as simple as number of downloads of the app… Or it might be downloads vs. conversions to actual purchase… Or coupon redemption… Or it might be engaging users into a community in order to build that social network…. So… putting this all together…
Putting it all together…. So, clearly we could spend an hour or more on each of these. The real key is starting to look at this as a process – which will be iterative. Developing a content strategy process – that builds your funnel – no matter how your conversions happen… Whether that’s online, more moving people into stores – or driving people to a dealership…. At the end of the day – building building social media engagement is about creating content – and engagement… And building mobile strategies is just making that content available…. And then letting the tactics begin to revealed based on this content and marketing strategy. Walking before you run is also key – and just taking care of some of the basic blocking and tackling like makign sure we have web content, optimized for search, and landing apges that are mobile friendly are one of the biggest first steps you can take. These are the things that will tee you up for a successful 2010…. And with that….
I’d be very happy to take your questions….
Simple Social And Mobile Strategies for Retailers
Simple & Effective Marketing Strategies for Retailers 3 Ideas For A New Year
Robert Rose www.bigbluemoose.net Twitter: @Robert_Rose [email_address] Namrata Kumar www.regalix.com [email_address] Let’s stay in touch….
New Ideas? New Strategies? Okay Now what? How was your holiday season?
It’s just beginning… Don’t take shortcuts This is a marathon, not a sprint…. You’re Not Alone….
1. Mind the Gap Visibility on today’s Web. 2. Building 1,000 Fans Into An Army… 3. Is There Really An App For That? What we’ll cover today….
Mobile Web audience grew 34% last year. 1 out of every 5 consumers used a mobile device to assist with their holiday shopping 90% of all consumer purchases start with a search 81% get advice from friends/followers relating to a product purchase – and 75% of them said it was “very influential” their decision Mind The Gap: Visibility On Today’s Web
So, It’s big… yeah… But what does all this mean? Mind The Gap: Visibility On Today’s Web
1. Landing Pages – Optimized for Local Search – Move it up a click! 2. Socializing Web content – specific content for products or store locations that can be shared. 3. What do these pages look like on an iphone, a blackberry – can you even get to them?. Mind The Gap: Visibility On Today’s Web
1. Listen – the most important part of social media marketing. 2. Companies Market – People Socialize 3. Be Adaptive & Collaborate 4. (Bonus Tip)In social media it’s telling stories, not converting leads. 1,000 Fans And Up… Building Our Army…
JC Penny Community for Moms Using Think Passenger Platform – branded community Result is direct feedback for better store design, and product mix Opportunities 1,000 Fans And Up… Building Our Army…
100,000 3 Billion Is there really an App for that? Apps In The Appstore Downloads
Of all wireless traffic – iPhones are 11% of traffic and 65% of HTML page views. Credit card and transactions becoming commonplace – Text Haiti has generated $5m from half a million people in less than a month. Multiple payment apps… iTunes, Mocapay etc… Is there really an App for that?
<ul><li>Differences: </li></ul><ul><li>Interpreted code vs. compiled </li></ul><ul><li>Tightly vs loosely tied to the network </li></ul><ul><li>Browser vs SW install </li></ul><ul><li>Similarities: </li></ul><ul><li>Both require device specific optimization today </li></ul><ul><li>Both can support similar functionality </li></ul><ul><li>Subset of full web experience </li></ul><ul><li>The future: </li></ul><ul><li>Both will likely coexist moving forward </li></ul><ul><li>Consumers will use mobile apps for limited set of applications/brands and the mobile web for a broader mobile experience </li></ul>
<ul><li>Entertainment – (Games, Contests) </li></ul><ul><li>Ordering or Functional – (Ecommerce?) </li></ul><ul><li>Product Browse With Creative Flair? </li></ul>Is there really an App for that?
<ul><li>This is a process – not a campaign. </li></ul><ul><li>Small iterations and experiments are key </li></ul><ul><li>Take care of the basics… </li></ul>Putting it all together…
Thank you….. Robert Rose www.bigbluemoose.net Twitter: @Robert_Rose [email_address] Namrata Kumar www.regalix.com [email_address]