Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
Web Search is Popular
Really, Really Popular... Source: ComScore, February 2009
But if You're Not in the Top Results <ul><li>Half of all users enter  one search query only </li></ul><ul><li>~55% of user...
You're Nowhere
PPC is No Longer the Answer <ul><li>Less than 10% of the clicks are made on paid ads </li></ul><ul><li>More than 90% of In...
The Object of all Marketing
Acquire (and Keep) Customers
Lower Acquisition Costs
Search Is Changing
Search Isn’t Going Anywhere
It  Is  Changing
There Are More Options
And More Devices
Mobile Marketing Is Growing <ul><li>Rail tickets predicted to be delivered to mobile phones in  2010 :  2 billion;  in  20...
Mobile Markets Are Diverse <ul><li>>890mm web enabled mobile phones will ship in 2010 </li></ul><ul><li>1.2mm per month in...
Mobile Marketing Converts <ul><li>>90% web enabled  mobile phone owners  have made a purchase  with their phone </li></ul>...
Mobile is Different Than Desktop <ul><li>>47% purchased  while ‘on the go’ </li></ul>- Source: Juniper Research, February ...
What Else Were They Doing? <ul><li>Checking news headlines </li></ul><ul><li>Conducting search queries </li></ul><ul><li>S...
And They’re Searching For… <ul><li>Local restaurants </li></ul><ul><li>Shops/Vendors </li></ul><ul><li>Events/Meetups/Ente...
Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010 hot tip:
Social Media Source: FredCavazza.net
Social Media Landscape Expanding Source: FredCavazza.net
Top 10 Social Networking Sites Hitwise, February 2010
In 2007, Social Media  officially became more popular  than pornography
In 2008, Social Media became  local-based and offline conversions breathed new life into Main Street
In 2009, InGame Marketing Helped Put a President in Office
Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010 hot tip:
Local Marketing: Gold in the LongTail Kelsey Group, March 2010 90% use search to research product purchases 48% use Intern...
Local Search Marketing hot tip:
Local Focused Marketing hot tip:
Local Search on the Road - UBL Source: AimClear.com 2008 hot tip:
The Skeksis Come Together
Social – Mobile – Local The Power Triumvirate
What Runs the Triumvirate? Deep databases
What Can The Data Tell You? <ul><li>Where your customers frequent </li></ul><ul><li>When </li></ul><ul><li>How frequently ...
Set Business Goals for  Local-Mobile-Social Campaigns <ul><li>Traffic </li></ul><ul><li>Sales </li></ul><ul><li>Brand Awar...
Target Niche Markets <ul><li>Seniors </li></ul>
Target Niche Markets <ul><li>Students </li></ul>
Target Niche Markets <ul><li>Engaged / Just-Married </li></ul>
Target Niche Markets <ul><li>Expectant / </li></ul><ul><li>New Parents </li></ul>
Target Niche Markets <ul><li>Gamers </li></ul>
Walk In Their Shoes <ul><li>I’m standing on a street corner; it’s 5pm </li></ul><ul><li>Where are my friends? </li></ul><u...
Find Your Corporate Voice <ul><li>Set up Twitter accounts </li></ul><ul><li>Encourage followers (bribery works) </li></ul>...
Engage Your Users <ul><li>Online games or ARGs - leverage  twitter and Facebook </li></ul><ul><li>Localize your games </li...
Engaged Users Give You Data <ul><li>Ask followers to tell you: </li></ul><ul><ul><li>When should I tweet deals? </li></ul>...
Fear of Engagement <ul><li>What would we say? </li></ul><ul><li>Suppose people bad mouth us? </li></ul><ul><li>How would w...
Fear of Non-Engagement <ul><li>People are  already  talking about you, your brand, your products and your competitors </li...
Social Media Does Not Affect Your Corporate Strategy It  IS  you corporate strategy
Social Media for Marketing <ul><li>SMM is a free, ongoing focus group </li></ul><ul><li>Talk to existing fans </li></ul><u...
Social Media for CRM <ul><li>Lurk, listen and learn </li></ul><ul><li>Improve response time to problems from days or weeks...
Take Aways <ul><li>Local search is increasingly mobile </li></ul><ul><li>Customers are social creatures </li></ul><ul><li>...
Take Aways <ul><li>Social Media is fundamentally changing your business processes, whether you want it to or not </li></ul...
Take Aways Superb presentation style white paper by Paul Adams, Google http://j.mp/bKjA1B
[email_address] Twitter: @SEOmom whitehat10 25% discount on anything in the SEOmoz store including PRO memberships!  
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Local-Social-Mobile: The Power Triumvirate of 2010 - Gillian Muessing

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Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010 - Presentation Transcript

1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
2. Web Search is Popular
3. Really, Really Popular... Source: ComScore, February 2009
4. But if You're Not in the Top Results
* Half of all users enter one search query only
* ~55% of users check out one result only
* 4/5 times, the abstract dissuades searchers from clicking
* 1/2 of all results are not relevant to what the searcher wanted
- Source: (Penn State University Study 2007) ‏
5. You're Nowhere
6. PPC is No Longer the Answer
* Less than 10% of the clicks are made on paid ads
* More than 90% of Internet marketing budgets are spent on PPC
* The opportunity lies in:
o Organic Listings
o Alternate Engine Advertising
7. The Object of all Marketing
8. Acquire (and Keep) Customers
9. Lower Acquisition Costs
10. Search Is Changing
11. Search Isn’t Going Anywhere
12. It Is Changing
13. There Are More Options
14. And More Devices
15. Mobile Marketing Is Growing
* Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion
16. Mobile Markets Are Diverse
* >890mm web enabled mobile phones will ship in 2010
* 1.2mm per month in India alone
- Source: Juniper Research, February 2010
17. Mobile Marketing Converts
* >90% web enabled mobile phone owners have made a purchase with their phone
- Source: Juniper Research, February 2010
18. Mobile is Different Than Desktop
* >47% purchased while ‘on the go’
- Source: Juniper Research, February 2010
19. What Else Were They Doing?
* Checking news headlines
* Conducting search queries
* Social Networking
- Source: Juniper Research, February 2010
20. And They’re Searching For…
* Local restaurants
* Shops/Vendors
* Events/Meetups/Entertainment
hot tip:
21. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010 hot tip:
22. Social Media Source: FredCavazza.net
23. Social Media Landscape Expanding Source: FredCavazza.net
24. Top 10 Social Networking Sites Hitwise, February 2010
25. In 2007, Social Media officially became more popular than pornography
26. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street
27. In 2009, InGame Marketing Helped Put a President in Office
28. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010 hot tip:
29. Local Marketing: Gold in the LongTail Kelsey Group, March 2010 90% use search to research product purchases 48% use Internet Yellow Pages 42% use Comparison Shopping Sites 24% use vertical sites
30. Local Search Marketing hot tip:
31. Local Focused Marketing hot tip:
32. Local Search on the Road - UBL Source: AimClear.com 2008 hot tip:
33. The Skeksis Come Together
34. Social – Mobile – Local Power Triumpherate
35. What Runs the Triumvirate? Deep databases
36. What Can The Data Tell You?
* Where your customers frequent. When
* How frequently. With whom
* What deals make them move/change
* Their interests
* Their purchasing ability
* Daily, weekly, monthly buying patterns
* That your customer searched for your product
37. Set Business Goals for Local-Mobile-Social Campaigns
* Traffic
* Sales
* Brand Awareness
* Customer Engagement ‏
38. Target Niche Markets
* Seniors
39. Target Niche Markets
* Students
40. Target Niche Markets
* Enga

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  • The object of all marketing efforts is to
  • Acquire and keep customers
  • The work of marketers is to reduce to cost of acquiring those customers. Hence, we segment and target subsets of potential customers
  • It’s not going anywhere, but it IS changing… constantly.
  • According to the Kelsey Group (March 2010), 90% of respondents say they use search engines for research before making major and midrange purchases. 48% use Internet Yellow Pages. 42% use comparison shopping sites. 24% use vertical sites. Read more: http://www.smallbusinesssem.com/two-more-studies-confirm-people-research-online-buy-locally/2901/#ixzz0iPWvAsEQ
  • Local searches are happening in places and on devices most of us aren’t even thinking about. Check out UBL – UnitedBusinessListings.com
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Target Niche Markets Consider age, language, location, interests Target Niche Markets Consider age, language, location, interests Target Niche Markets: age, language, location, interests
  • Utilize all your search marketing options. Collect SMS numbers on website landing pages. Drive traffic to the web via SMS/twitter. Create fan pages and provide valuable data, deals, and events for your fan base. Engage users at every level. The world of online and offline continues to merge. Embrace it, leverage it and profit from it.
  • Utilize all your search marketing options. Collect SMS numbers on website landing pages. Drive traffic to the web via SMS/twitter. Create fan pages and provide valuable data, deals, and events for your fan base. Engage users at every level. The world of online and offline continues to merge. Embrace it, leverage it and profit from it.
  • Utilize all your search marketing options. Collect SMS numbers on website landing pages. Drive traffic to the web via SMS/twitter. Create fan pages and provide valuable data, deals, and events for your fan base. Engage users at every level. The world of online and offline continues to merge. Embrace it, leverage it and profit from it.
  • Local-Social-Mobile: The Power Triumvirate of 2010 - Gillian Muessing

    1. 1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz
    2. 2. Web Search is Popular
    3. 3. Really, Really Popular... Source: ComScore, February 2009
    4. 4. But if You're Not in the Top Results <ul><li>Half of all users enter one search query only </li></ul><ul><li>~55% of users check out one result only </li></ul><ul><li>4/5 times, the abstract dissuades searchers from clicking </li></ul><ul><li>1/2 of all results are not relevant to what the searcher wanted </li></ul>- Source: (Penn State University Study 2007) ‏
    5. 5. You're Nowhere
    6. 6. PPC is No Longer the Answer <ul><li>Less than 10% of the clicks are made on paid ads </li></ul><ul><li>More than 90% of Internet marketing budgets are spent on PPC </li></ul><ul><li>The opportunity lies in: </li></ul><ul><ul><li>Organic Listings </li></ul></ul><ul><ul><li>Alternate Engine Advertising </li></ul></ul>
    7. 7. The Object of all Marketing
    8. 8. Acquire (and Keep) Customers
    9. 9. Lower Acquisition Costs
    10. 10. Search Is Changing
    11. 11. Search Isn’t Going Anywhere
    12. 12. It Is Changing
    13. 13. There Are More Options
    14. 14. And More Devices
    15. 15. Mobile Marketing Is Growing <ul><li>Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion </li></ul>
    16. 16. Mobile Markets Are Diverse <ul><li>>890mm web enabled mobile phones will ship in 2010 </li></ul><ul><li>1.2mm per month in India alone </li></ul>- Source: Juniper Research, February 2010
    17. 17. Mobile Marketing Converts <ul><li>>90% web enabled mobile phone owners have made a purchase with their phone </li></ul>- Source: Juniper Research, February 2010
    18. 18. Mobile is Different Than Desktop <ul><li>>47% purchased while ‘on the go’ </li></ul>- Source: Juniper Research, February 2010
    19. 19. What Else Were They Doing? <ul><li>Checking news headlines </li></ul><ul><li>Conducting search queries </li></ul><ul><li>Social Networking </li></ul>- Source: Juniper Research, February 2010
    20. 20. And They’re Searching For… <ul><li>Local restaurants </li></ul><ul><li>Shops/Vendors </li></ul><ul><li>Events/Meetups/Entertainment </li></ul>hot tip:
    21. 21. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010 hot tip:
    22. 22. Social Media Source: FredCavazza.net
    23. 23. Social Media Landscape Expanding Source: FredCavazza.net
    24. 24. Top 10 Social Networking Sites Hitwise, February 2010
    25. 25. In 2007, Social Media officially became more popular than pornography
    26. 26. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street
    27. 27. In 2009, InGame Marketing Helped Put a President in Office
    28. 28. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010 hot tip:
    29. 29. Local Marketing: Gold in the LongTail Kelsey Group, March 2010 90% use search to research product purchases 48% use Internet Yellow Pages 42% use Comparison Shopping Sites 24% use vertical sites
    30. 30. Local Search Marketing hot tip:
    31. 31. Local Focused Marketing hot tip:
    32. 32. Local Search on the Road - UBL Source: AimClear.com 2008 hot tip:
    33. 33. The Skeksis Come Together
    34. 34. Social – Mobile – Local The Power Triumvirate
    35. 35. What Runs the Triumvirate? Deep databases
    36. 36. What Can The Data Tell You? <ul><li>Where your customers frequent </li></ul><ul><li>When </li></ul><ul><li>How frequently </li></ul><ul><li>With whom </li></ul><ul><li>What deals make them move/change </li></ul><ul><li>Their interests </li></ul><ul><li>Their purchasing ability </li></ul><ul><li>Daily, weekly, monthly buying patterns </li></ul><ul><li>What they are thinking </li></ul>
    37. 37. Set Business Goals for Local-Mobile-Social Campaigns <ul><li>Traffic </li></ul><ul><li>Sales </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Customer Engagement ‏ </li></ul>
    38. 38. Target Niche Markets <ul><li>Seniors </li></ul>
    39. 39. Target Niche Markets <ul><li>Students </li></ul>
    40. 40. Target Niche Markets <ul><li>Engaged / Just-Married </li></ul>
    41. 41. Target Niche Markets <ul><li>Expectant / </li></ul><ul><li>New Parents </li></ul>
    42. 42. Target Niche Markets <ul><li>Gamers </li></ul>
    43. 43. Walk In Their Shoes <ul><li>I’m standing on a street corner; it’s 5pm </li></ul><ul><li>Where are my friends? </li></ul><ul><li>Who’s got a happy hour? </li></ul><ul><li>I’m hungry </li></ul><ul><li>I’m in the mood to shop/socialize/walk around/browse </li></ul><ul><li>What should I do now? </li></ul>
    44. 44. Find Your Corporate Voice <ul><li>Set up Twitter accounts </li></ul><ul><li>Encourage followers (bribery works) </li></ul><ul><li>Tweet specials, tips, amusing related info, research, weather/traffic/parking </li></ul><ul><li>Any relevant info; no spam! </li></ul>
    45. 45. Engage Your Users <ul><li>Online games or ARGs - leverage twitter and Facebook </li></ul><ul><li>Localize your games </li></ul><ul><li>Get your neighbors involved: </li></ul><ul><ul><li>Treasure hunts </li></ul></ul><ul><ul><li>Scavenger hunts </li></ul></ul><ul><ul><li>Collections of any kind </li></ul></ul>
    46. 46. Engaged Users Give You Data <ul><li>Ask followers to tell you: </li></ul><ul><ul><li>When should I tweet deals? </li></ul></ul><ul><ul><li>How often should I tweet deals? </li></ul></ul><ul><ul><li>Did you like this game? </li></ul></ul><ul><ul><li>Suggest a deal/game </li></ul></ul>
    47. 47. Fear of Engagement <ul><li>What would we say? </li></ul><ul><li>Suppose people bad mouth us? </li></ul><ul><li>How would we answer complaints? </li></ul><ul><li>What if we say something wrong? </li></ul><ul><li>Our corp attorney says don’t do it </li></ul><ul><li>Our insurance might go up </li></ul><ul><li>The boss doesn’t see the value (read: afraid of the unknown) </li></ul>
    48. 48. Fear of Non-Engagement <ul><li>People are already talking about you, your brand, your products and your competitors </li></ul><ul><li>Non-engagement means you have no control/affect over the conversation </li></ul>
    49. 49. Social Media Does Not Affect Your Corporate Strategy It IS you corporate strategy
    50. 50. Social Media for Marketing <ul><li>SMM is a free, ongoing focus group </li></ul><ul><li>Talk to existing fans </li></ul><ul><li>Build your fan base </li></ul><ul><li>Create products your customers want </li></ul><ul><li>Enhance what they love most about you </li></ul><ul><li>Innovate based on suggestions </li></ul>
    51. 51. Social Media for CRM <ul><li>Lurk, listen and learn </li></ul><ul><li>Improve response time to problems from days or weeks to minutes or seconds </li></ul><ul><li>Reduce CRM manpower </li></ul><ul><li>Improve the conversation </li></ul><ul><li>Empower CRMs to do what needs to be done </li></ul>
    52. 52. Take Aways <ul><li>Local search is increasingly mobile </li></ul><ul><li>Customers are social creatures </li></ul><ul><li>Games are social affairs </li></ul><ul><li>People love games, hunting, collecting </li></ul><ul><li>Add game elements to your ad campaigns </li></ul><ul><li>Utilize all your search marketing options </li></ul>
    53. 53. Take Aways <ul><li>Social Media is fundamentally changing your business processes, whether you want it to or not </li></ul><ul><li>Lack of engagement is more dangerous than engagement </li></ul><ul><li>Social Media for CRM improves processes, lowers costs, and supports R&D </li></ul>
    54. 54. Take Aways Superb presentation style white paper by Paul Adams, Google http://j.mp/bKjA1B
    55. 55. [email_address] Twitter: @SEOmom whitehat10 25% discount on anything in the SEOmoz store including PRO memberships! 

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