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Being National, Going Local!     SMX West, San Jose, CA     Tuesday March 12th, 2013
A little bit about me. . .
Converged Media for Multi-Location @ Scale
Scale Requires Some Marketing Automation
Challenges: National Going Local      Not                 No Geo-                     Cannot                              ...
Case Study: National healthcare brand with 100’s of locations    (i.e. specialty doctors)
Local PPC Challenges •  Scaling the Creation of location specific campaigns!     –  In-market messaging for 100’s of locati...
SEM Program Solution (Paid & Organic) •  Launched Kenshoo Local & Implemented Optimized Location Pages     –  Paid Ads wer...
Leveraging Kenshoo Local•  PPC Account Structure   –  +700 campaigns live   –  40,000 live keywords live   –  +22,000 loca...
Hyper Local @ Scale for Multi-Location Brands                                                Local                        ...
Facebook Pain Points for Multi-Location Brands                                                 Control OverScalability    ...
Graph Search Forcing National to go Local"•  Launched in January, Social search tool within Facebook•  Searches a users so...
How Graph Search Works "•  Users can combine phrases (for example “Restaurants inLondon my friends have been to”) to get t...
Graph Search Leverages Social Connections"
Implications for Social and Local Search •  Users are using Facebook more and more to search for    things that they were ...
The Opportunity for Multi-Location Brands"                                       Local Restaurants with a                 ...
The Challenge for Multi-Location Brands •  Many multi-location brands have focused on a one page fits all strategy.    Mea...
The Challenge for Multi-Location Brands •  These local businesses, however, operate at a local level, dealing with    loca...
The Challenge for Multi-Location Brands •  With the announcement of Graph Search, Facebook marketing strategy    for multi...
Graph Search Optimization Steps 1. Create Facebook pages for each location. 2. Update current location pages with accurate...
The Benefits •  Local brick-and-mortar businesses show up in the    Facebook Graph search results. •  Increased likelihood...
Case Study Results – Solving the Converged Media Opportunity
Holistic Strategy Generating Results         Month         Paid CPL   Organic CPL   Blended CPL       September       $124...
Online Resource Center – Multiple eBooks     http://www.simpartners.com/our-work/resource-center/
Thank You!Jon SchepkeCEOSIM Partnersjschepke@simpartners.com@JonSchepke                           @JonSchepke"
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Being National, Going Local

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  • Graph Search is how you can leverage the connections between your friends and the brands they like to generate unique and personalized search results.Facebook is opening a new world of social discovery by unlocking the value of our likes, check-ins, photos and more
  • Facebook is now able to leverage social connections, likes, check-ins, photos and more, like never before. This provides local pages an opportunity to show up in Facebook searches in a way that brand pages cannot. For example: A user searches “Restaurants in Chicago that my friends like.” A brand page for Applebee’s would not show up for that query, however, a local Applebee’s Facebook page may.
  • Many multi-location brands have focused on a one page fits all strategy. Meaning they have allocated all of their time, energy and resources into building one corporate brand page that is meant to cover all of their many locations. These local businesses, however, operate at a local level, dealing with local customers and participating in local events as a member of the local community. Facebook marketing strategy for multi-location brands is being flipped on its head. The vast majority of value generated from Facebook for these companies will come from their local pages. As such brands will want to shift resources accordingly.
  • CHRIS BULLETS!!!!
  • Transcript of "Being National, Going Local"

    1. 1. Being National, Going Local! SMX West, San Jose, CA Tuesday March 12th, 2013
    2. 2. A little bit about me. . .
    3. 3. Converged Media for Multi-Location @ Scale
    4. 4. Scale Requires Some Marketing Automation
    5. 5. Challenges: National Going Local Not No Geo- Cannot Lower Lack of One Ad Localized Leakage Specific track offline Conversions Reporting Served for Search Messaging conversions Challenges for large brands trying to implement local campaigns
    6. 6. Case Study: National healthcare brand with 100’s of locations (i.e. specialty doctors)
    7. 7. Local PPC Challenges •  Scaling the Creation of location specific campaigns! –  In-market messaging for 100’s of locations" –  Target feeder market zip codes for all locations (Narrow Targeting)" •  Lack of location landing pages & local content! •  No Conversion Tracking! •  On-going optimization of Ad Copy & Cost/Conversion! •  Budget Management & Reporting! ! 7"
    8. 8. SEM Program Solution (Paid & Organic) •  Launched Kenshoo Local & Implemented Optimized Location Pages –  Paid Ads were created through Kenshoo and directed to location specific landing pages –  Paid & Organic programs managed to a target CPL! •  Initial PPC Strategy! –  Manage PPC coverage and track conversions (Calls & Web Leads) at all levels! •  National! •  Regional! •  Location! –  Provide reporting to: Locations, Regional Managers & Corporate" –  Prioritize budget allocation: Location, Regional, National" –  Maintain a National presence for all areas not within the very narrow targeting areas (zip codes) of the locations" –  On-going optimization of Ad Copy & Cost/Conversion" 8"
    9. 9. Leveraging Kenshoo Local•  PPC Account Structure –  +700 campaigns live –  40,000 live keywords live –  +22,000 localized pieces of ad copy live –  Since program launch we have added >28,000 keywords and >9,000 pieces of copy to the account.•  Paid Search Specific Reporting Dashboards –  Keyword Types, Location, Regional, Trend, Path-To- Conversion 9"
    10. 10. Hyper Local @ Scale for Multi-Location Brands Local pages Scalable and Local traffic turn-key Maximized SERP’s for non-brand search Multiple Higher ads per queries PPC (Geo-Specific Messaging) & Multiple conversi market Organic Listings optimized at a Location level on All Ads direct traffic to a location specific landing page All visits, web forms and phone calls are Local tracked uniquely to the ad type and location Local reporting copy Geo- More specific real strategy estate- Multiple domains /ads
    11. 11. Facebook Pain Points for Multi-Location Brands Control OverScalability Messaging Measuring Compliance SuccessMulti-Location Limited Time Perspective & Resources
    12. 12. Graph Search Forcing National to go Local"•  Launched in January, Social search tool within Facebook•  Searches a users social graph for likes, check-ins, recommendations, photos and more
    13. 13. How Graph Search Works "•  Users can combine phrases (for example “Restaurants inLondon my friends have been to”) to get that set of people,places, photos or other content that has been shared withthem on Facebook" Restaurants in London my friends have been to
    14. 14. Graph Search Leverages Social Connections"
    15. 15. Implications for Social and Local Search •  Users are using Facebook more and more to search for things that they were previously using traditional search engines for (Google, Bing, Yahoo etc)" •  It is now more important than ever for local businesses to optimize their Facebook pages" •  With the announcement of Graph Search, Social and Local Search are further converging!!
    16. 16. The Opportunity for Multi-Location Brands" Local Restaurants with a local address listed. A brand page will not show up here. Which is why it’s important that each location has it’s own page.
    17. 17. The Challenge for Multi-Location Brands •  Many multi-location brands have focused on a one page fits all strategy. Meaning they have allocated all of their time, energy and resources into building one corporate brand page that is meant to cover all of their many locations.
    18. 18. The Challenge for Multi-Location Brands •  These local businesses, however, operate at a local level, dealing with local customers and participating in events as a member of the local community. So it makes sense then that each location should have their own Facebook page!
    19. 19. The Challenge for Multi-Location Brands •  With the announcement of Graph Search, Facebook marketing strategy for multi-location brands is being flipped on its head. The vast majority of value generated from Facebook for these companies will come from their local pages. As such brands will want to shift resources accordingly and take the following steps…
    20. 20. Graph Search Optimization Steps 1. Create Facebook pages for each location. 2. Update current location pages with accurate contact details, categorization, and geocode (latitude and longitude). 3. Identify and merge unauthorized duplicate pages for each location. 4. Encourage customers to like, check in, recommend, rate and tag photos on local pages. 5. Publish authentic and relevant content on local pages. 6. Utilize automated technology to help scale, regulate and measure social activity across locations.
    21. 21. The Benefits •  Local brick-and-mortar businesses show up in the Facebook Graph search results. •  Increased likelihood of being discovered and generating real-world referral traffic. This amounts to new customer acquisition. •  New customers can opt in to receive content and offers by liking the page. When this occurs in a virtuous cycle, it will create a tremendous competitive advantage at the local level that can be measured.
    22. 22. Case Study Results – Solving the Converged Media Opportunity
    23. 23. Holistic Strategy Generating Results Month Paid CPL Organic CPL Blended CPL September $124.63 $141.59 $131.29 October $103.37 $30.66 $58.71 November $78.57 $23.01 $43.93 December $79.85 $33.94 $51.56 January $64.48 $29.84 $43.46 Source of Leads: 40% 60% Decrease in CPL & Increase in lead volume!
    24. 24. Online Resource Center – Multiple eBooks http://www.simpartners.com/our-work/resource-center/
    25. 25. Thank You!Jon SchepkeCEOSIM Partnersjschepke@simpartners.com@JonSchepke @JonSchepke"
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