Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010

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  • The object of all marketing efforts is to
  • Acquire and keep customers
  • The work of marketers is to reduce to cost of acquiring those customers. Hence, we segment and target subsets of potential customers
  • It’s not going anywhere, but it IS changing… constantly.
  • According to the Kelsey Group (March 2010), 90% of respondents say they use search engines for research before making major and midrange purchases. 48% use Internet Yellow Pages. 42% use comparison shopping sites. 24% use vertical sites. Read more: http://www.smallbusinesssem.com/two-more-studies-confirm-people-research-online-buy-locally/2901/#ixzz0iPWvAsEQ
  • Local searches are happening in places and on devices most of us aren’t even thinking about. Check out UBL – UnitedBusinessListings.com
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Utilize all your search marketing options. Collect SMS numbers on website landing pages. Drive traffic to the web via SMS/twitter. Create fan pages and provide valuable data, deals, and events for your fan base. Engage users at every level. The world of online and offline continues to merge. Embrace it, leverage it and profit from it.
  • Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010

    1. 1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
    2. 2. Web Search is Popular
    3. 3. Really, Really Popular... Source: ComScore, February 2009
    4. 4. But if You're Not in the Top Results <ul><li>Half of all users enter one search query only </li></ul><ul><li>~55% of users check out one result only </li></ul><ul><li>4/5 times, the abstract dissuades searchers from clicking </li></ul><ul><li>1/2 of all results are not relevant to what the searcher wanted </li></ul>- Source: (Penn State University Study 2007) ‏
    5. 5. You're Nowhere
    6. 6. PPC is No Longer the Answer <ul><li>Less than 10% of the clicks are made on paid ads </li></ul><ul><li>More than 90% of Internet marketing budgets are spent on PPC </li></ul><ul><li>The opportunity lies in: </li></ul><ul><ul><li>Organic Listings </li></ul></ul><ul><ul><li>Alternate Engine Advertising </li></ul></ul>
    7. 7. The Object of all Marketing
    8. 8. Acquire (and Keep) Customers
    9. 9. Lower Acquisition Costs
    10. 10. Search Is Changing
    11. 11. Search Isn’t Going Anywhere
    12. 12. It Is Changing
    13. 13. There Are More Options
    14. 14. And More Devices
    15. 15. Mobile Marketing Is Growing <ul><li>Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion </li></ul>
    16. 16. Mobile Markets Are Diverse <ul><li>>890mm web enabled mobile phones will ship in 2010 </li></ul><ul><li>1.2mm per month in India alone </li></ul>- Source: Juniper Research, February 2010
    17. 17. Mobile Marketing Converts <ul><li>>90% web enabled mobile phone owners have made a purchase with their phone </li></ul>- Source: Juniper Research, February 2010
    18. 18. Mobile is Different Than Desktop <ul><li>>47% purchased while ‘on the go’ </li></ul>- Source: Juniper Research, February 2010
    19. 19. What Else Were They Doing? <ul><li>Checking news headlines </li></ul><ul><li>Conducting search queries </li></ul><ul><li>Social Networking </li></ul>- Source: Juniper Research, February 2010
    20. 20. And They’re Searching For… <ul><li>Local restaurants </li></ul><ul><li>Shops/Vendors </li></ul><ul><li>Events/Meetups/Entertainment </li></ul>hot tip:
    21. 21. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010 hot tip:
    22. 22. Social Media Source: FredCavazza.net
    23. 23. Social Media Landscape Expanding Source: FredCavazza.net
    24. 24. Top 10 Social Networking Sites Hitwise, February 2010
    25. 25. In 2007, Social Media officially became more popular than pornography
    26. 26. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street
    27. 27. In 2009, InGame Marketing Helped Put a President in Office
    28. 28. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010 hot tip:
    29. 29. Local Marketing: Gold in the LongTail Kelsey Group, March 2010 90% use search to research product purchases 48% use Internet Yellow Pages 42% use Comparison Shopping Sites 24% use vertical sites
    30. 30. Local Search Marketing hot tip:
    31. 31. Local Focused Marketing hot tip:
    32. 32. Local Search on the Road - UBL Source: AimClear.com 2008 hot tip:
    33. 33. The Skeksis Come Together
    34. 34. Social – Mobile – Local Power Triumpherate
    35. 35. What Runs the Triumvirate? Deep databases
    36. 36. What Can The Data Tell You? <ul><li>Where your customers frequent. When </li></ul><ul><li>How frequently. With whom </li></ul><ul><li>What deals make them move/change </li></ul><ul><li>Their interests </li></ul><ul><li>Their purchasing ability </li></ul><ul><li>Daily, weekly, monthly buying patterns </li></ul><ul><li>That your customer searched for your product </li></ul>
    37. 37. Set Business Goals for Local-Mobile-Social Campaigns <ul><li>Traffic </li></ul><ul><li>Sales </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Customer Engagement ‏ </li></ul>
    38. 38. Target Niche Markets <ul><li>Seniors </li></ul>
    39. 39. Target Niche Markets <ul><li>Students </li></ul>
    40. 40. Target Niche Markets <ul><li>Engaged / Just-Married </li></ul>
    41. 41. Target Niche Markets <ul><li>Expectant / </li></ul><ul><li>New Parents </li></ul>
    42. 42. Target Niche Markets <ul><li>Gamers </li></ul>
    43. 43. Walk In Their Shoes <ul><li>I’m standing on a street corner; it’s 5pm </li></ul><ul><li>Where are my friends? </li></ul><ul><li>Who’s got a happy hour? </li></ul><ul><li>I’m hungry </li></ul><ul><li>I’m in the mood to shop/socialize/walk around/browse </li></ul><ul><li>What should I do now? </li></ul>
    44. 44. Find Your Corporate Voice <ul><li>Set up Twitter accounts </li></ul><ul><li>Encourage followers (bribery works) </li></ul><ul><li>Tweet specials, tips, amusing related info, research, weather/traffic/parking </li></ul><ul><li>Any relevant info; no spam! </li></ul>
    45. 45. Engage Your Users <ul><li>Online games or ARGs - leverage twitter and Facebook </li></ul><ul><li>Localize your games </li></ul><ul><li>Get your neighbors involved: </li></ul><ul><ul><li>Treasure hunts </li></ul></ul><ul><ul><li>Scavenger hunts </li></ul></ul><ul><ul><li>Collections of any kind </li></ul></ul>
    46. 46. Engaged Users Give You Data <ul><li>Ask followers to tell you: </li></ul><ul><ul><li>When should I tweet deals? </li></ul></ul><ul><ul><li>How often should I tweet deals? </li></ul></ul><ul><ul><li>Did you like this game? </li></ul></ul><ul><ul><li>Suggest a deal/game </li></ul></ul>
    47. 47. Take Aways <ul><li>Local search is increasingly mobile </li></ul><ul><li>Customers are social creatures </li></ul><ul><li>Games are social affairs </li></ul><ul><li>People love games, hunting, collecting </li></ul><ul><li>Add game elements to your ad campaigns </li></ul><ul><li>Utilize all your search marketing options </li></ul>
    48. 48. [email_address] Twitter: @SEOmom whitehat09 25% discount on anything in the SEOmoz store including PRO memberships! 

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