SoLoMo AcademyGet ready for geolocation       marketing!
SoLoMo AcademyHow important is it for physical stores to have a    coherent virtual identity on the web ?
My name is Georges-Alexandre                        3
Who am I ?             4
Different sources ?                      5
And there are stuffs you won’t find                              6
Why such an intro ?                      7
Because as a Retailer, you must just do theopposite ! You must be sure thateveryone has the sameinfo about your storeswhat...
And that is probably not the case !                              9
Agenda• Why should you take care of the virtual presence  of your physical stores ?• What is a listing ?• Which platforms ...
Phonebook is not anymore used !                           11
… the web is extensively used  Search the web before   making a purchase !92%             20%        40%   Of searches are...
But not to buy : RoBo - RoPo                       « RoPo » « Robo »                       « Research Online -            ...
You must then be sure to correctly managethe virtual identity of your physical stores !                                   ...
And be aware that customers have manyinfo sources                              15
When not properly managed, it leads tomistakes              Website’s              database               Foursquare’s    ...
When not properly managed, it leads tomistakes                  Website’s                 database is                  cor...
But… 99.9% of Points of Sale Have a Bad           Virtual IdentityOn these media   Website       Google Maps   Foursquare ...
Companies are not keeping up with the       cross-channel trend                         Website                       100 ...
On retailers’ websites, information is            inconsistent!                              Number                       ...
31% of POS are not on Google Maps                              Number                            100                      ...
Foursquare is not managed by                retailers!                                Number                              ...
Facebook, poor or non-existent data                             Number                           100Only 9% of POShave the...
It is then time to react !                             24
Agenda• Why should you take care of the virtual presence  of your physical stores ?• What is a listing ?• Which platforms ...
A listing is the virtual identity of your store on Google + Local!                            26
Some info are mandatory           Name: just what it is in the Real life.           Ex: Total and not Total Etterbek     L...
Other give a plus           Store Code: for your internal analytics           Ex: nb000483     Address Line 2: more detail...
You can manage it from Google Places                           29
From a places dashboard                          30
And can review all your listing data                               31
Google+ Local - Google Places – Google MapsKesako?Customer                  Maps                  + Local                 ...
Google+ Local - Google Places – Google MapsKesako?Business                                          + Local               ...
Why should you specifically manage yourplaces on Google ?                       When your listings are                    ...
Agenda• Why should you take care of the virtual presence  of your physical stores ?• What is a listing ?• Which platforms ...
1 – Your own media !               (Website          Number                               100               Only)         ...
2 - Google                             Number                           100                            80                 ...
3 - Foursquare                       Number                     100                      80                      60Busines...
4 - Facebook                            Number                          100               Business     50                 ...
5 – Other search-oriented media                            40
Basically, you must be everywhere yourcustomers might be looking for you !                                41
TagTagCityClick the City                 42
Key facts   1/2             50% 1/10    Phone is a     Of local search    Website   Smartphone      via smartphone    Is m...
Solomo solution  MOBILE USERS                     CITIES&LOCATIO   Wants to discover               NWants to generate   ne...
How does it work?    Whats around me ?                         45
CompetitorsLack of content            Focus to hotel and           No recurrence                              restaurant P...
Technologies           47
Bridge the Gap   TagTagCityCulture   Business              48
Why TagTagCity?Digitalize your signals.Customers are mobile.Use what already exist.Benefit from technical update. (Paas)Mo...
Before / After     Before                           AfterNot optimized for mobile           Full mobile website           ...
Freemium    Upload 1 pictures.    Add your contact details.    Add a description (250 caract. max.).    Use the Audio Guid...
Modify your content                       1 Rue de lexemple,                       1111, Belgium                       003...
Customized buttons   1 Rue de lexemple,   1111, Belgium   00321233456   exemple@exemple.comWhere to find us ?       Where ...
Our Network          Belgium                         Brussels7500 POI referenced                     You can find 1.200Agr...
HOW DOES GOOGLE BOOSTTHE SALES                 55
How Am I   Amazing !               56
How Am I       1° Chose your KW                              3° Analyse the results                 2° Define your message...
Do you know it?                  58
The phone evolution            2000                2013   Successfull business man   Big looser                           ...
The actual prospect                      60
And the winner is?    Campaign 1    Campaign 2                     €    Campaign 3                         61
Attribution model   Last click       First click    Linear  Position based    Time decay     Custom                       ...
How Google can…                  63
The www.orld is changing                           64
Actual situation    Campaign 1    Campaign 2                   €    Campaign 3                       65
Cross-device   That guy is a session breaker !                                     66
Cross-device tracking !    Not anymore !                          67
What’s new             68
GOOGLE ADWORDS FORRETAIL                69
My last search queries                         70
Purchase behavior                    71
How Google can…                  72
Account structure                    73
Adwords targeting                    74
Google Merchant center •   Up to 2 PLA’s can show in the Top Ad Placement •   Up to 3 PLA’s on the Right Hand Side        ...
Purchase behavior                    76
Google Address                 77
Learning           78
Learning           79
Click to map          What is it?          Location extensions can help grow your business by bringing more          custo...
Click to map          What is it?          Location extensions can help grow your business by bringing more          custo...
What to analyse?                     Amount of sales, Revenue, cost per aqcuisitionPer KW / by Location /   per device /  ...
Stay please ! 88% of online customers abondoned their basket recently 97% of internet users don’t convert the first time !...
Conversion rate evolution                                                                Average conversion               ...
Weekly Abandonned Cart %70%               Average Cart              Abandonnement65%                                      ...
Average Weekly Sales evolution                           @ comparable pick up point number               Average weekly   ...
The ROPO effect                  87
Conclusion                 Offline                         Online                                                         ...
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SoLoMo academy - Improve the virtual identity of your stores to benefit from better geolocation Marketing

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This document includes the slides that where presented during the SoLoMo Accademy organised by Mobilosoft & by theSoLoMoRetail.

By reading it, you'll get an overview of how to best list your points of sales through the web and how to use this positioning to drive traffic to your stores.

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SoLoMo academy - Improve the virtual identity of your stores to benefit from better geolocation Marketing

  1. 1. SoLoMo AcademyGet ready for geolocation marketing!
  2. 2. SoLoMo AcademyHow important is it for physical stores to have a coherent virtual identity on the web ?
  3. 3. My name is Georges-Alexandre 3
  4. 4. Who am I ? 4
  5. 5. Different sources ? 5
  6. 6. And there are stuffs you won’t find 6
  7. 7. Why such an intro ? 7
  8. 8. Because as a Retailer, you must just do theopposite ! You must be sure thateveryone has the sameinfo about your storeswhatever media is used to get the info! 8
  9. 9. And that is probably not the case ! 9
  10. 10. Agenda• Why should you take care of the virtual presence of your physical stores ?• What is a listing ?• Which platforms to cover? 10
  11. 11. Phonebook is not anymore used ! 11
  12. 12. … the web is extensively used Search the web before making a purchase !92% 20% 40% Of searches are Of Mobile searches local: find a local are local !! product / service 12
  13. 13. But not to buy : RoBo - RoPo « RoPo » « Robo » « Research Online - Purchase Offline/Buy Offline ». 85% of Belgians prefer to buy inside the stores ! Deloitte, 2012 13
  14. 14. You must then be sure to correctly managethe virtual identity of your physical stores ! 14
  15. 15. And be aware that customers have manyinfo sources 15
  16. 16. When not properly managed, it leads tomistakes Website’s database Foursquare’s database Google’s database 16
  17. 17. When not properly managed, it leads tomistakes Website’s database is correct ! 17
  18. 18. But… 99.9% of Points of Sale Have a Bad Virtual IdentityOn these media Website Google Maps Foursquare Facebook 18
  19. 19. Companies are not keeping up with the cross-channel trend Website 100 64% of POS are94% of POS 80 properly listed ondon’t efficiently the siteuse Facebook 60 40 20 Facebook 0 Google Maps 19% of POS enjoy all the features of 95% of POS Google Maps misuse or neglect Foursquare Foursquare 19
  20. 20. On retailers’ websites, information is inconsistent! Number 100 80 60 40 Business hours Street 2020% of POS don’t 0have theirbusiness hoursdisplayed 7% of POS have an incorrect GPS point Phone GPS point 20
  21. 21. 31% of POS are not on Google Maps Number 100 80 60 40 Business hours Street 20 73% of POS 0 67% of POS don’t have their show the business hours correct displayed address Phone GPS point 21
  22. 22. Foursquare is not managed by retailers! Number 100 80 60 40 Business hours Street 20 0 Still, 38.5% of GPS72% of POS don’t points are nothave their business displayed and 6%hours displayed are incorrect Phone GPS point The listings for most locations are created by their customers 22
  23. 23. Facebook, poor or non-existent data Number 100Only 9% of POShave their 80business hours 60 40 Business hours Street 20 0 20% of GPS points displayed are incorrect Phone GPS point 23
  24. 24. It is then time to react ! 24
  25. 25. Agenda• Why should you take care of the virtual presence of your physical stores ?• What is a listing ?• Which platforms to cover? 25
  26. 26. A listing is the virtual identity of your store on Google + Local! 26
  27. 27. Some info are mandatory Name: just what it is in the Real life. Ex: Total and not Total Etterbek Location information: your physical address • No PO Box • No cross street Ex: Rue de Linthout 194, 1040 EtterbeekPhone number: must be unique• No call-centerEx: 02/736.05.41 Business website GPS coordinate Ex: http://www.total.be Ex: 50.842668, 4.400926 Business Category & Description Ex: tankstation – we sell petrol products 27
  28. 28. Other give a plus Store Code: for your internal analytics Ex: nb000483 Address Line 2: more details Ex: Shopping center, cross street, etc.Alternative phone / mobile / Fax /EmailEx: call center, shop manager’s phone, etc. Local website page Ex: http://www.total.be/Etterbeek/linthout Photos & Videos Opening hours Ex: 7/7 days, 24h with bank card Payment type Ex: mastercard, visa, … 28
  29. 29. You can manage it from Google Places 29
  30. 30. From a places dashboard 30
  31. 31. And can review all your listing data 31
  32. 32. Google+ Local - Google Places – Google MapsKesako?Customer Maps + Local 32
  33. 33. Google+ Local - Google Places – Google MapsKesako?Business + Local Places Maps Maps 33
  34. 34. Why should you specifically manage yourplaces on Google ? When your listings are managed on Google, you come up in first position on the search results ! 34
  35. 35. Agenda• Why should you take care of the virtual presence of your physical stores ?• What is a listing ?• Which platforms to cover? 35
  36. 36. 1 – Your own media ! (Website Number 100 Only) 80 60 Business 40 Street hours 20 0 Phone GPS point 36
  37. 37. 2 - Google Number 100 80 60 Business 40 Street hours 20 0 Phone GPS point 37
  38. 38. 3 - Foursquare Number 100 80 60Business hours 40 Street 20 0 Phone GPS point 38
  39. 39. 4 - Facebook Number 100 Business 50 Street hours 0 Phone GPS point 39
  40. 40. 5 – Other search-oriented media 40
  41. 41. Basically, you must be everywhere yourcustomers might be looking for you ! 41
  42. 42. TagTagCityClick the City 42
  43. 43. Key facts 1/2 50% 1/10 Phone is a Of local search Website Smartphone via smartphone Is mobileHelping brands to communicate on mobile 43
  44. 44. Solomo solution MOBILE USERS CITIES&LOCATIO Wants to discover NWants to generate new things in the more traffic and sales cityOffering an effective SOcial – LOcal – MObile solution 44
  45. 45. How does it work? Whats around me ? 45
  46. 46. CompetitorsLack of content Focus to hotel and No recurrence restaurant Pain to claim No description High costs for Your place merchants + Partnerships + Connection to existing DB and official content. 46
  47. 47. Technologies 47
  48. 48. Bridge the Gap TagTagCityCulture Business 48
  49. 49. Why TagTagCity?Digitalize your signals.Customers are mobile.Use what already exist.Benefit from technical update. (Paas)Modify your information.Control your information anywhere, in real time. (cloud)Benefit from communication and networks.We create relevant data for business. 49
  50. 50. Before / After Before AfterNot optimized for mobile Full mobile website 50
  51. 51. Freemium Upload 1 pictures. Add your contact details. Add a description (250 caract. max.). Use the Audio Guide. Get the directions. Geolocalize yourself on the map. 51
  52. 52. Modify your content 1 Rue de lexemple, 1111, Belgium 00321233456 exemple@exemple.comGive every location the opportunity to modify their own mobile website with their own content. 52
  53. 53. Customized buttons 1 Rue de lexemple, 1111, Belgium 00321233456 exemple@exemple.comWhere to find us ? Where is the nearest location you are looking for ?Products See and order products from the location.Documentation Upload brochures according to customers interest.Any question ? Questions about location. 53
  54. 54. Our Network Belgium Brussels7500 POI referenced You can find 1.200Agreement with the 3 Regions locations with tag.86.304 tags scanned3000 tags sold (all over the country) 54
  55. 55. HOW DOES GOOGLE BOOSTTHE SALES 55
  56. 56. How Am I Amazing ! 56
  57. 57. How Am I 1° Chose your KW 3° Analyse the results 2° Define your message 57
  58. 58. Do you know it? 58
  59. 59. The phone evolution 2000 2013 Successfull business man Big looser 59
  60. 60. The actual prospect 60
  61. 61. And the winner is? Campaign 1 Campaign 2 € Campaign 3 61
  62. 62. Attribution model Last click First click Linear Position based Time decay Custom 62
  63. 63. How Google can… 63
  64. 64. The www.orld is changing 64
  65. 65. Actual situation Campaign 1 Campaign 2 € Campaign 3 65
  66. 66. Cross-device That guy is a session breaker ! 66
  67. 67. Cross-device tracking ! Not anymore ! 67
  68. 68. What’s new 68
  69. 69. GOOGLE ADWORDS FORRETAIL 69
  70. 70. My last search queries 70
  71. 71. Purchase behavior 71
  72. 72. How Google can… 72
  73. 73. Account structure 73
  74. 74. Adwords targeting 74
  75. 75. Google Merchant center • Up to 2 PLA’s can show in the Top Ad Placement • Up to 3 PLA’s on the Right Hand Side 75
  76. 76. Purchase behavior 76
  77. 77. Google Address 77
  78. 78. Learning 78
  79. 79. Learning 79
  80. 80. Click to map What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store. 80
  81. 81. Click to map What is it? Location extensions can help grow your business by bringing more customers through your doors. They feature your business phone number, clickable directions to your business and can also show how far the person is from your store. 81
  82. 82. What to analyse? Amount of sales, Revenue, cost per aqcuisitionPer KW / by Location / per device / per ad / by day/hour, etc… Analyse, measure, action 82
  83. 83. Stay please ! 88% of online customers abondoned their basket recently 97% of internet users don’t convert the first time ! 83
  84. 84. Conversion rate evolution Average conversion rate = average + 20% Average Conv rate averageConversion rate Average weekly sales Nov - Dec Average weekly sales Jan-Mar No remarketing Remarketing 84
  85. 85. Weekly Abandonned Cart %70% Average Cart Abandonnement65% Cart Abandonnement= Average –6%60%55%50%45% 9/09 16/09 23/09 30/09 7/10 14/10 21/10 28/10 4/11 11/11 18/11 25/11 2/12 9/12 16/12 23/12 30/12 6/01 13/01 20/01 27/01 3/02 10/02 17/02 24/02 3/03 Abandonned carts% Average Abandonned Before remarketing% Average Abandonned AFTER remarketing% No remarketing Remarketing 85
  86. 86. Average Weekly Sales evolution @ comparable pick up point number Average weekly weekly sales = sales average + 10%4/11 11/1118/1125/11 2/12 9/12 16/1223/1230/12 6/01 13/0120/0127/01 3/02 10/0217/0224/02 3/03 Revenue Average weekly sales Nov - Dec Average weekly sales Jan-Mar No remarketing Remarketing 86
  87. 87. The ROPO effect 87
  88. 88. Conclusion Offline Online Drive sales Drive sales The right message, on the right device, @ the right moment. 88

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