• Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
411
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
8
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Cate to start: ‘Thank you for joining and Welcome to Mediative’s Digital Expert Series’ Today we will be talking about ‘The Impact of Local Social….’
  • Cate to outline the agenda and hand it off to Kyle
  • Consumers don’t separate their activities by online vs. offline channels any longer – smartphone usage has made this a reality. Information that highlights this phenomenon is :60% of smartphone users access local content via an app to get information in the area they are right nowYet, according to Marketing Sherpa’s Mobile Marketing Benchmark report from 2012, 59% of marketers are NOT tracking customer mobile adoptionIt seems many businesses aren’t getting the full picture given these trends.
  • This slide outlines the local search ecosystem. As you can see it is incredibly complex and it can be confusing to know where to start in terms of aligning with the mobile consumer behaviour.
  • Multiple local search platforms are making it more imperative to manage local listings across multiple platforms.
  • How does all that information relate to Facebook…it is the 2nd most popular app used on smartphone users in CanadaKyle to lead into this section with Rob chiming in on slide 21
  • The introduction of Facebook Graph Search clearly has implications for businesses, particularly those witha local presence, or that are driven by recommendations such as restaurants, retail stores, local services, etc. Mediative was first on the scene to try and determine initially how users would interact with this new feature of Facebook. We completed a quick eye tracking study asking users to complete this task:
  • ROB TO HAND BACK TO KYLE

Transcript

  • 1. DIGITAL EXPERT WEBINAR SERIES THE IMPACT OF LOCAL SOCIAL ENGAGEMENT ON YOUR BUSINESS TRAFFIC Build a strategy that leverages the growing local voice
  • 2. June 11, 2013  Mediative.com TODAY‟S SPEAKERS Rob Reed Founder MomentFeed rob@momentfeed.com Cate Cadbury Head of Creative Services Mediative cate.cadbury@mediative.com Kyle Grant Senior Product Manager, Performance Services Mediative kyle.grant@mediative.com
  • 3. • #MediativeWebinar Following the webinar, you will receive the following: Facebook Graph Search: Eye Tracking Study Engage with us on twitter
  • 4. 4 MOMENTFEED SIMPLIFY LOCAL CONSUMER CONNECTIONS
  • 5. AGENDA 5 REALITY OF CONSUMER BEHAVIOUR FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS THE VALUE OF LOCAL ENGAGEMENT BUILDING A FOUNDATION SCALING LOCAL SOCIAL MEDIA ACTION PLAN TO GET STARTED
  • 6. 6 THE NEW REALITY OF CONSUMER BEHAVIOUR
  • 7. 7 29% increase in the next two years. REALITY OF CONSUMER BEHAVIOUR SMARTPHONE USAGE PREDICTIONS
  • 8. 8 REALITY OF CONSUMER BEHAVIOUR 3 FACTORS DRIVING CHANGE TimeEnvironmentLocation Intent varies when consumer is at work, relaxing or on the go. External factors impact how consumers feel and what they want /need now. User motivations vary greatly at different times in the day.
  • 9. NEW REALITY 9 REALITY OF CONSUMER BEHAVIOUR INTEGRATED ONLINE & OFFLINE CHANNELS
  • 10. 10 LOCATION-BASED MARKETING HIGHLY FRAGMENTED MARKETPLACE
  • 11. LOCATION-BASED MOBILE MARKETING OPEN APIs = COMPOUNDING PROBLEM 11 • Foursquare provides location data to over 10,000 other Local Apps. • YP.ca provides location data to over 2,500 additional Local Apps.
  • 12. LOCATION-BASED MOBILE MARKETING SHIFTING SEARCH BEHAVIOUR: NEARBY SEARCH
  • 13. LOCATION-BASED MOBILE MARKETING CROSS APPLICATION & WEBSITE SEARCH Search Engines are still favored, but mobile apps, mapping applications, and directories are also leveraged for a local business search Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013
  • 14. LOCATION-BASED MOBILE MARKETING CROSS APPLICATION & WEBSITE SEARCH Number of Websites/Applications Consulted The average number of apps or websites consulted in an average local search is 2 to 3. Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013
  • 15. 15 Source: Microsoft Tag 91% of mobile internet access is for social activities THE MOBILE LANDSCAPE SOCIAL INFLUENCE
  • 16. 16 Of consumers will use a merchant if recommended by a social connection Source: comScore 72% THE MOBILE LANDSCAPE MARKETERS MOBILE ADOPTION
  • 17. 17 FACEBOOK GRAPH SEARCH THE NEW LOCAL SEARCH ENGINE? The introduction of Facebook Graph Search clearly has implications for businesses, particularly those with a local presence, or that are driven by recommendations such as restaurants, retail stores, local services, etc. Make sure your business or brand is not left behind, and get started optimizing your local Facebook pages for Graph Search. FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS
  • 18. 18 FACEBOOK GRAPH SEARCH EYE TRACKING STUDY OF USER BEHAVIOUR The Task “Imagine you‟re looking for a restaurant in Toronto. You try Facebook‟s new local search engine and search for „restaurants nearby‟. You‟ll see the results on the next page. What would you do to find a restaurant for dinner tonight? 1
  • 19. 19 FACEBOOK GRAPH SEARCH EYE TRACKING STUDY OF USER BEHAVIOUR The Methodology2 KEY METRICS MEASURED: • Time to First Fixation • Fixations Before • Visit Duration • Visit Count • Percentage Fixed
  • 20. 20 FACEBOOK GRAPH SEARCH EYE TRACKING STUDY OF USER BEHAVIOUR The Results3 Participants scanned through text listings in order, with more participants in general looking at a listing – not the image.
  • 21. 21 FACEBOOK GRAPH SEARCH BUSINESS IMPLICATIONS The value of Facebook marketing is shifting dramatically and disproportionately from the corporate level to the local level Graph Search is positioned as the third pillar of the Facebook platform: ✦ Timeline is where brand content is published ✦ News Feed is how brand content gets distributed and shared by customers ✦ Graph Search is how brands leverage social connections between customers and their friends to generate implicit recommendations and referrals
  • 22. 22 FACEBOOK GRAPH SEARCH HOW DOES IT WORK? Graph Search unlocks the value of local likes, photos, check- ins, ratings, and recommendations Only fans of local pages will generate search results for Places
  • 23. 23 Search query Missing logos Unauthorized duplicates Inconsistent categorizationInconsistent categorization Social Filters Missing logos Unauthorized duplicates Inconsistent categorization FACEBOOK GRAPH SEARCH RESULTS FOR TIM HORTON‟S
  • 24. 24 FACEBOOK GRAPH SEARCH RESULTS – OPTIMIZED Brand logos Proper categorization Accurate contact detailsAccurate contact details Proper categorization
  • 25. 25 FACEBOOK LOCAL SEARCH - BEFORE
  • 26. 26 FACEBOOK LOCAL SEARCH - AFTER
  • 27. 27 FACEBOOK GRAPH SEARCH PINSYNC OPTIMIZATION PinSync by MomentFeed optimizes local Facebook pages for search, engagement, and discovery. Here‟s what it entails: 1. Claim local pages under the Facebook Parent-Child relationship 2. Update pages with accurate contact details, categorization, and geocode (lat/long) 3. Identify and merge unauthorized duplicate pages for each location
  • 28. 28 THE VALUE OF LOCAL ENGAGEMENT
  • 29. THE VALUE OF LOCAL ENGAGEMENT WHY LOCAL? • Five times reach per fan • x80 engagement in local page content • x40 overall impact • EdgeRank friendly
  • 30. Facebook Impressions Local = 50% more Brand Page Fans 3,036,994 Page Engagements 510,680 Unique Brand Impressions 7.0 Million Total Brand Impressions 21.1 Million Number of Locations 1,230 Number of Check-ins 52,351 Page Engagements 107,882 Unique Local Impressions 11.9 Million Total Local Impressions 31.7 Million Media impressions generated through publishing brand page content Media impressions generated through customer check-ins and likes THE VALUE OF LOCAL ENGAGEMENT WHY LOCAL?
  • 31. THE VALUE OF A CHECK-IN POS DATA: BENCHMARK ENGAGEMENT AGAINST CORE KPIS Data taken from a 5 location restaurant chain in Los Angeles in 2012. Correlation Coefficient is measured on a -1 to +1 scale with 0 signifying no correlation. +0.90 Correlation Coefficient
  • 32. 32 BUILDING A FOUNDATION: CLAIM & CLEAN LOCATION LISTINGS
  • 33. Actual Location CLAIM & CLEAN LISTINGS THE UNIVERSAL VENUE PROBLEM Incorrect GeocodesDuplicate Venues Inaccurate Listings + Multi-location brands are plagued by venue inaccuracies internally and across Facebook, Foursquare, and Google
  • 34. Actual Walmart Location Walmart Facebook Page Accurate Listing Data
  • 35. Actual Walmart Location Walmart Facebook Page
  • 36. Actual Walmart Location Walmart Google+ Local Page Accurate Listing Data
  • 37. Actual Walmart Location Walmart Google+ Local Page
  • 38. Actual Walmart Location Inaccurate Walmart Lat/Long
  • 39. Physical Location Albany NY Official Facebook Page Duplicate Facebook Pages Denny‟s Geocode
  • 40. Physical Location Albany NY Official Facebook Page Duplicate Facebook Pages Denny‟s Geocode
  • 41. Physical Location Albany NY Official Facebook Page Duplicate Facebook Pages Denny‟s Geocode
  • 42. 42 SCALING LOCAL SOCIAL MEDIA
  • 43. SCALING LOCAL SOCIAL MEDIA OWNING YOUR PRESENCE • Branding is happening With or Without You • Own Your Profiles & have an owner • Develop a Negative Post Mitigation Strategy • Develop a Content Calendar & plan How can you scale this internally?
  • 44. SCALING LOCAL SOCIAL MEDIA ALIGNMENT TO MARKETING CALENDAR Extend marketing messages effectively to your audience.
  • 45. MOVE THE NEEDLE • Consistent Monitoring & Engagement • Address Negative Comments Authentically • Embrace UGC and Curate It • Be Timely
  • 46. SCALING LOCAL SOCIAL MEDIA POTENTIAL ROI Impacting the bottom line: Create and Track Check-ins/Promotions • Check-ins = People in Your Location = High Probability to Convert • Check-in Promotions = Direct Revenue Correlation 1 2 3 4Risk Mitigation • Brand Control & Monitoring Cost Savings • Earned Impressions vs. Paid Impressions Time Saved • Manage All your Profiles through central platform
  • 47. 47 1. Claim and clean all business listings 2. Develop a plan 3. Monitor customer content 4. Share and Respond 5. Create Promotions / Build buzz to generate more check-ins and foot traffic ACTION PLAN 5 STEPS Get ready for the emerging mobile consumer. Adapt to the moving social networks.
  • 48. June 11, 2013  Mediative.com QUESTIONS Rob Reed Founder MomentFeed rob@momentfeed.com Cate Cadbury Head of Creative Services Mediative cate.cadbury@mediative.com Kyle Grant Senior Product Manager, Performance Services Mediative kyle.grant@mediative.com
  • 49. 49 Over 300 Digital Marketing Resources Available for Download Visit www.mediative.com/resources CONTACT OUR DIGITAL EXPERTS Mediative.com/contact