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All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
All facebook places_presentations_string v6 6292011
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All facebook places_presentations_string v6 6292011

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  • Meet them where they are.
  • Transcript

    • 1. Facebook Places:
      Deals and Store-Level Marketing
      Greg Sterling
      Sterling Market Intelligence/Opus Research
      June 29, 2011
    • 2. About Me
      • Jobs: lawyer, editor, startups, analyst, blogger
      • 3. Coverage: search, directories, “social media,” mobile, multi-channel shopping, SMB advertising, etc.
      • 4. Twitter: @gsterling
    • Macro Market Trends
      Local
      Mobile
      Social
      New models/social commerce
      Unprecedented noise/competition
    • 5. Local-Mobile-Social All Connected
      • Mobile devices a bridge between online and point of sale
      • 6. Mobile helps people see importance of local
      • 7. Powerful capacity to impact behavior in real time
      • 8. Mobiles inherently social, enable immediate “conversations” (pictures, reviews, feedback)
      Local
      Social
      Mobile
    • 9. Quick Refresher on Local (Online-Offline)
      • 95% of retail transactions happen in stores
      • 10. E-Commerce about 4.5% of total retail Q1
      • 11. Internet influencing growing % of offline sales
    • Big and Small Businesses on FB
      • According to Goodzer: 38% of “brick and mortar” retailers with websites, in SF and NYC, also have a Facebook presence
      • 12. 40% to 70% of SMBs say they have a “presence” on Facebook
      • 13. Most of the time a personal profile. Many SMBs don’t know the difference
    • Facebook Deals: Social Deals
    • 14. Facebook Deals: Check-in Deals
      Like more traditional coupons, reward presence on premises
      4 types: individual, friend, loyalty and charity
      Motivate check-ins
      Only available “nearby” on mobile (but promoted on FB or elsewhere)
    • 15. 33% of Facebook Traffic Mobile
      Source: HubSpot analysis of 70,000 Facebook public posts, May 2011
    • 16. 26% of Local-Mobile Users Do Deals
      Participation in Deals Programs
      Q39: Some companies can alert you to special deals, discounts, products or services tailored to your personal tastes and/or location. In order to offer this level of customization, companies access your location via your phone/mobile device, or use basic information about you, such as your age, gender, and interests. Do you currently participate in any such programs?
      Source: AT&T Interactive-Nielsen; Local Mobile Searchers (n=1526)
    • 17. Coupons Impact Decisions
      Coupons
      Word of Mouth
      Advertising inserts
      TV
      Newspapers
      In store promotion
      Direct mail
      Email
      Cable TV
      Internet advertising
      “Re holiday advertising, which of the following influences you to shop at a particular store?”
      Source: NRF/BIGResearch, 12/08 n=8,860
      11
    • 18. Deals Trump Reviews
      • Recommendation from a friend — 52%
      • 19. Location of the business — 10%
      • 20. A deal — 8%
      • 21. Familiarity with the owner — 3%
      • 22. Article or review from a critic — 3%
      • 23. Online Reviews  — 2%
      • 24. Other — 20%
      • 25. Don’t know/Refused — 2%
      “What is the number one thing that influences you to try a local business?”
      Source: CityGrid survey May, 2010 n=1,006
    • 26. Reasons for Responding to Mobile Ads
      Q21: Which of the following are reasons you clicked on advertisements on your mobile device in the past? – “It was…”
      Source: AT&Ti-Nielsen: All those who ever clicked on advertising (n=865)
    • 27. Deal Frequency, Demographics
      • 72% of the mobile audience purchases local deals
      • 28. 44% purchase local deals at least once a month
      • 29. Deal purchasing behavior stays relatively consistent across age groups and gender.
      • 30. Those ages 25-44 are most likely to purchase a local deal.
      Source: JiWire Q1,2011
    • 31. Alternative View of Frequency
      74% of consumer-respondents purchased 4 or fewer deals in the past 12 months. Contrast vs. JiWire data showing much higher frequency
      Source: Lightspeed Research, April, 2011 n=3,300
    • 32. Deal Sharing Prevalent
      Source: JiWire Q1,2011
    • 33. Top Deal Categories (% of Deals)
      Source: Local Offer Network, March 2011
    • 34. 65% of Deal Buyers Existing Customers?
      Source: Foresee Results Q2 2011 (n=22,000)
    • 35. But Would You Do It Again?
      Rice study: 42% of SMBs who had used group buying (Groupon in particular there) would not repeat
      • Yes: 45.5%
      • 36. No: 54.5%
      Opus Research, 2/11 n=6875 small businesses
    • 37. How Real Is ‘Deal Fatigue’?
      Source: Business Insider reader survey, March 2011 n=943
    • 38. Follow or Contact Me
      To Follow or Contact Me
      Greg Sterling greg.sterling@gmail.com
      Twitter.com/gsterling
    • 39. Jeff Ferguson
      CEO, Fang Digital Marketing
      jeff@ferguson.com
      @fangdigital
      @countxero
    • 40. Case Study Geo-targeted Gordmans Campaign
      Veronica D. Stecker
      Marketing and Media Planner
      Gordmans, Inc.
      Veronica.Stecker@Gordmans.com
    • 41. Google Places
    • 42. Facebook Places
    • 43. CTR And CPC by Industry
    • 44.
    • 45.
    • 46. Grand Openings
    • 47. Easter Egg Hunt Campaign
    • 48. Online Coupons
    • 49. Memorial Day Posts
    • 50. Guest Complaints
    • 51. Dashboarding
    • 52. Thank You!
      Veronica D. Stecker
      Marketing and Media Planner
      Gordmans, Inc.
      Veronica.Stecker@Gordmans.com

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