0
DIGITAL EXPERT WEBINAR SERIES
THE IMPACT OF LOCAL SOCIAL ENGAGEMENT ON
YOUR BUSINESS TRAFFIC
Build a strategy that leverag...
June 11, 2013  Mediative.com
TODAY‟S SPEAKERS
Rob Reed
Founder
MomentFeed
rob@momentfeed.com
Cate Cadbury
Head of Creativ...
• #MediativeWebinar
Following the webinar, you will receive the following:
Facebook Graph Search: Eye Tracking Study
Engag...
4
MOMENTFEED
SIMPLIFY LOCAL CONSUMER CONNECTIONS
AGENDA
5
REALITY OF CONSUMER BEHAVIOUR
FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS
THE VALUE OF LOCAL ENGAGEMENT
BUILDING A...
6
THE NEW REALITY OF CONSUMER
BEHAVIOUR
7
29% increase in the
next two years.
REALITY OF CONSUMER BEHAVIOUR
SMARTPHONE USAGE PREDICTIONS
8
REALITY OF CONSUMER BEHAVIOUR
3 FACTORS DRIVING CHANGE
TimeEnvironmentLocation
Intent varies when
consumer is at
work, r...
NEW REALITY
9
REALITY OF CONSUMER BEHAVIOUR
INTEGRATED ONLINE & OFFLINE CHANNELS
10
LOCATION-BASED MARKETING
HIGHLY FRAGMENTED MARKETPLACE
LOCATION-BASED MOBILE MARKETING
OPEN APIs = COMPOUNDING PROBLEM
11
• Foursquare provides location data to over 10,000 othe...
LOCATION-BASED MOBILE MARKETING
SHIFTING SEARCH BEHAVIOUR: NEARBY SEARCH
LOCATION-BASED MOBILE MARKETING
CROSS APPLICATION & WEBSITE SEARCH
Search Engines are still favored, but mobile
apps, mapp...
LOCATION-BASED MOBILE MARKETING
CROSS APPLICATION & WEBSITE SEARCH
Number of Websites/Applications Consulted The average n...
15
Source: Microsoft Tag
91%
of mobile internet access is for social activities
THE MOBILE LANDSCAPE
SOCIAL INFLUENCE
16
Of consumers will use a merchant if
recommended by a social connection
Source: comScore
72%
THE MOBILE LANDSCAPE
MARKET...
17
FACEBOOK GRAPH SEARCH
THE NEW LOCAL SEARCH ENGINE?
The introduction of Facebook Graph
Search clearly has implications f...
18
FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Task
“Imagine you‟re looking for a restaurant in Toronto...
19
FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Methodology2 KEY METRICS MEASURED:
• Time to First Fixat...
20
FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Results3
Participants scanned through
text listings in o...
21
FACEBOOK GRAPH SEARCH
BUSINESS IMPLICATIONS
The value of Facebook marketing is shifting dramatically and
disproportiona...
22
FACEBOOK GRAPH SEARCH
HOW DOES IT WORK?
Graph Search unlocks the
value of local
likes, photos, check-
ins, ratings, and...
23
Search query
Missing logos
Unauthorized duplicates
Inconsistent categorizationInconsistent categorization
Social Filter...
24
FACEBOOK GRAPH SEARCH
RESULTS – OPTIMIZED
Brand logos
Proper categorization
Accurate contact detailsAccurate contact de...
25
FACEBOOK LOCAL SEARCH - BEFORE
26
FACEBOOK LOCAL SEARCH - AFTER
27
FACEBOOK GRAPH SEARCH
PINSYNC OPTIMIZATION
PinSync by MomentFeed optimizes
local Facebook pages for
search, engagement,...
28
THE VALUE OF LOCAL ENGAGEMENT
THE VALUE OF LOCAL ENGAGEMENT
WHY LOCAL?
• Five times reach per fan
• x80 engagement in local
page content
• x40 overall i...
Facebook Impressions
Local = 50% more
Brand Page Fans 3,036,994
Page Engagements 510,680
Unique Brand Impressions 7.0 Mill...
THE VALUE OF A CHECK-IN
POS DATA: BENCHMARK ENGAGEMENT AGAINST
CORE KPIS
Data taken from a 5 location restaurant chain in ...
32
BUILDING A FOUNDATION:
CLAIM & CLEAN LOCATION LISTINGS
Actual
Location
CLAIM & CLEAN LISTINGS
THE UNIVERSAL VENUE PROBLEM
Incorrect GeocodesDuplicate Venues Inaccurate Listings
...
Actual Walmart Location
Walmart Facebook Page
Accurate Listing Data
Actual Walmart Location
Walmart Facebook Page
Actual Walmart Location
Walmart Google+ Local Page
Accurate Listing Data
Actual Walmart Location
Walmart Google+ Local Page
Actual Walmart Location
Inaccurate Walmart Lat/Long
Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny‟s Geocode
Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny‟s Geocode
Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny‟s Geocode
42
SCALING LOCAL SOCIAL MEDIA
SCALING LOCAL SOCIAL MEDIA
OWNING YOUR PRESENCE
• Branding is happening With or
Without You
• Own Your Profiles & have an ...
SCALING LOCAL SOCIAL MEDIA
ALIGNMENT TO MARKETING CALENDAR
Extend marketing messages effectively to
your audience.
MOVE THE NEEDLE
• Consistent Monitoring & Engagement
• Address Negative Comments Authentically
• Embrace UGC and Curate It...
SCALING LOCAL SOCIAL MEDIA
POTENTIAL ROI
Impacting the bottom line:
Create and Track Check-ins/Promotions
• Check-ins = Pe...
47
1. Claim and clean all business listings
2. Develop a plan
3. Monitor customer content
4. Share and Respond
5. Create P...
June 11, 2013  Mediative.com
QUESTIONS
Rob Reed
Founder
MomentFeed
rob@momentfeed.com
Cate Cadbury
Head of Creative Servi...
49
Over 300 Digital Marketing Resources Available for Download
Visit www.mediative.com/resources
CONTACT OUR DIGITAL EXPER...
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Grant Kyle & Reed Rob (2013) - The Impact of Local Social Engagement on your Business Traffic (Mediative)

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  • 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 of "Grant Kyle & Reed Rob (2013) - The Impact of Local Social Engagement on your Business Traffic (Mediative)"

    1. 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. 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. 3. • #MediativeWebinar Following the webinar, you will receive the following: Facebook Graph Search: Eye Tracking Study Engage with us on twitter
    4. 4. 4 MOMENTFEED SIMPLIFY LOCAL CONSUMER CONNECTIONS
    5. 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. 6 THE NEW REALITY OF CONSUMER BEHAVIOUR
    7. 7. 7 29% increase in the next two years. REALITY OF CONSUMER BEHAVIOUR SMARTPHONE USAGE PREDICTIONS
    8. 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. 9. NEW REALITY 9 REALITY OF CONSUMER BEHAVIOUR INTEGRATED ONLINE & OFFLINE CHANNELS
    10. 10. 10 LOCATION-BASED MARKETING HIGHLY FRAGMENTED MARKETPLACE
    11. 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. 12. LOCATION-BASED MOBILE MARKETING SHIFTING SEARCH BEHAVIOUR: NEARBY SEARCH
    13. 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. 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. 15 Source: Microsoft Tag 91% of mobile internet access is for social activities THE MOBILE LANDSCAPE SOCIAL INFLUENCE
    16. 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. 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. 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. 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. 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. 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. 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. 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. 24 FACEBOOK GRAPH SEARCH RESULTS – OPTIMIZED Brand logos Proper categorization Accurate contact detailsAccurate contact details Proper categorization
    25. 25. 25 FACEBOOK LOCAL SEARCH - BEFORE
    26. 26. 26 FACEBOOK LOCAL SEARCH - AFTER
    27. 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. 28 THE VALUE OF LOCAL ENGAGEMENT
    29. 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. 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. 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. 32 BUILDING A FOUNDATION: CLAIM & CLEAN LOCATION LISTINGS
    33. 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. 34. Actual Walmart Location Walmart Facebook Page Accurate Listing Data
    35. 35. Actual Walmart Location Walmart Facebook Page
    36. 36. Actual Walmart Location Walmart Google+ Local Page Accurate Listing Data
    37. 37. Actual Walmart Location Walmart Google+ Local Page
    38. 38. Actual Walmart Location Inaccurate Walmart Lat/Long
    39. 39. Physical Location Albany NY Official Facebook Page Duplicate Facebook Pages Denny‟s Geocode
    40. 40. Physical Location Albany NY Official Facebook Page Duplicate Facebook Pages Denny‟s Geocode
    41. 41. Physical Location Albany NY Official Facebook Page Duplicate Facebook Pages Denny‟s Geocode
    42. 42. 42 SCALING LOCAL SOCIAL MEDIA
    43. 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. 44. SCALING LOCAL SOCIAL MEDIA ALIGNMENT TO MARKETING CALENDAR Extend marketing messages effectively to your audience.
    45. 45. MOVE THE NEEDLE • Consistent Monitoring & Engagement • Address Negative Comments Authentically • Embrace UGC and Curate It • Be Timely
    46. 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. 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. 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. 49 Over 300 Digital Marketing Resources Available for Download Visit www.mediative.com/resources CONTACT OUR DIGITAL EXPERTS Mediative.com/contact
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