All facebook places_presentations_string v6 6292011

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  • All facebook places_presentations_string v6 6292011

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

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