Mobile technologies & reviews case study; Web 2.0 & 3.0 technologies & semantic web; & SoLoMo

1. SoLoMo & Web
Technologies
Jake Aull, GSU

2. Contents
• Video on future mobile & screen usability:
https://www.youtube.com/watch?v=PfgmlVxLC9w
• TODAY’S TOPICS:
• Web 1.0, 2.0 & 3.0/semantic web
• Technologies consumption phases
• Location- and Mobile Technologies
• Power of Recommendations and Reviews
• Case Study
• Mobile Marketing Approach

3. Topic Intro
• What are the technologies fundamental to
Web 1.0, Web 2.0 & Web 3.0?
• What are the technology platforms?
• How they influenced/birthed social media?
• What’s the role of mobile marketing and mobile web?
• SoLoMo = Social, Local, Mobile media marketing
• What’s the value and application of Geo-Local technologies?
• How can all above be applied?

4. Web 1.0 Technologies
• “Four design essentials of a Web 1.0 site include:
• Static pages.
• Content is served from the server’s file-system.
• Pages built using Server Side Includes or Common
Gateway Interface (CGI).
• Frames and Tables used to position and align the elements
on a page.”
• Source: https://www.geeksforgeeks.org/web-1-0-web-2-0-and-web-3-0-with-their-difference/

5. Web 2.0 Technologies
• “Five major features of Web 2.0 – Free sorting of
information, permits users to retrieve and classify the
information collectively.
• Dynamic content that is responsive to user input.
• Information flows between site owner and site users by
means of evaluation & online commenting.
• Developed APIs to allow self-usage, such as by a
software application.
• Web access leads to concern different, from the
traditional Internet user base to a wider variety of users.”
•
• Source: https://www.geeksforgeeks.org/web-1-0-web-2-0-and-web-3-0-with-their-difference/

6. Web 2.0 Technologies
• “Usage of Web 2.0 –
The social Web contains a number of online tools and platforms where
people share their perspectives, opinions, thoughts and experiences. Web
2.0 applications tend to interact much more with the end user. As such,
the end user is not only a user of the application but also a participant by
these 8 tools mentioned below:
• Podcasting
• Blogging
• Tagging
• Curating with RSS
• Social bookmarking
• Social networking
• Social media
• Web content voting”
•
• Source: https://www.geeksforgeeks.org/web-1-0-web-2-0-and-web-3-0-with-their-difference/

7. Web 2.0 Technologies
• Wikis
• Recommendations engines
• Algorithms
• Amazon
• Smart phones and mobile apps
• Geo-location
• Google
• Facebook
• SoMe dashboards
• Hootsuite
• Tweetdeck
• Crowdsourcing
• Shared profiles and logins
• Virtual worlds
• Second Life
• World of Warcraft
• Ratings and Reviews

8. Web 2.0 Technologies
• AJAX
• Widgets
• Mash-ups
• Use of enabling technologies
• Software-as-a-Service (SAAS)
• Linux open-sourcing
• vs. I.P.
• The Walled Garden

9. Web 3.0 Technologies
• Web 3.0 – the Semantic Web:
“The Semantic Web (3.0) promises to establish “the
world’s information” in more reasonable way than
Google can ever attain with their existing engine schema.
This is particularly true from the perspective of machine
conception as opposed to human understanding.”
• Source: https://www.geeksforgeeks.org/web-1-0-web-2-0-and-web-3-0-with-their-difference/

10. Web 3.0 Technologies
• “Below are 5 main features that can help us define Web 3.0: Semantic Web
The succeeding evolution of the Web involves the Semantic Web. The semantic web
improves web technologies in demand to create, share and connect content through search
and analysis based on the capability to comprehend the meaning of words, rather than on
keywords or numbers.
• Artificial Intelligence
Combining this capability with natural language processing, in Web 3.0, computers can
distinguish information like humans in order to provide faster and more relevant results.
They become more intelligent to fulfil the requirements of users.
• 3D Graphics
The three-dimensional design is being used widely in websites and services in Web 3.0.
Museum guides, computer games, ecommerce, geospatial contexts, etc. are all examples that
use 3D graphics.
• Connectivity
With Web 3.0, information is more connected thanks to semantic metadata. As a result, the
user experience evolves to another level of connectivity that leverages all the available
information.
• Ubiquity
Content is accessible by multiple applications, every device is connected to the web, the
services can be used everywhere.”
•
• Source: https://www.geeksforgeeks.org/web-1-0-web-2-0-and-web-3-0-with-their-difference/

11. Web 3.0 Technologies
• The Cloud
• Smart devices/IoT
• Crowd Funding
• Bitcoin/crypto currency
• VR/AR
• Blockchain
• Live Streaming
• Self-driving vehicles
• Facial recognition
• Voice recognition
• XML

12. • Source: https://www.geeksforgeeks.org/web-1-0-web-2-0-and-web-3-0-with-their-difference/
Web 1.0 Web 2.0 Web 3.0
Mostly Read-
Only
Wildly Read-
Write
Portable and
Personal
Company Focus
Community
Focus
Individual Focus
Home Pages Blogs / Wikis
Live-streams /
Waves
Owning Content Sharing Content
Consolidating
Content
Web Forms
Web
Applications
Smart
Applications
Directories Tagging User Behaviour
Page Views Cost Per Click
User
Engagement
Banner
Advertising
Interactive
Advertising
Behavioural
Advertising
Britannica
Online
Wikipedia
The Semantic
Web
HTML/Portals XML / RSS
RDF / RDFS /
OWL
Difference between Web 1.0, Web 2.0 and Web 3.0 –

13. Consumption
Phases

16. DayParting Computer internet
& social media usage
• Daytime computer
• At work
• At school
• Short-time spurts
• Nighttime computer
• Home usage
• Relaxed, more time

17. Mobile Web & App usage
• Mobile/smart phone
• In transit
• Shopping
• Short attention
• Tablet
• “semi-transit” state between home and mobile phone
• On vacation

18. MOBILE TECHNOLOGIES

19. Mobile AR Marketing
• AR (augmented reality) on mobile
• Museums have interactive, AR displays with your own
smartphone
• Pokemon Go and other games
• Snapchat filters (and sponsored filters)
• Brands allow users to try on makeup, shoes and clothing
(such as L’Oreal and Gucci)
• Furniture, floor and paint decorating apps to see purchase
changes for and in your own home (such as IKEA)
• (for more good examples of AR campaigns, see
https://econsultancy.com/14-examples-augmented-reality-brand-marketing-experiences/ )

20. Mobile & QR Codes
• 2D scanning codes and marketing usage
• Free QR (quick response) code generators
(such as with Google;
https://chrome.google.com/webstore/detail/the-qr-code-
generator/gcmhlmapohffdglflokbgknlknnmogbb?hl=en )
• Native scanning (no additional app required) in Apple and
Android smartphones
• Because they’re just black and white squares/pixels, they’re
infinitely scalable (from business cards to billboards)
• Ugly but very utilitarian
• Invented in Japan to label auto parts in 1994

21. Mobile & QR Codes
• 2D scanning codes and marketing usage (cont’d)
• In early days of smartphones, the QR code was popular as
something to do on phone, but usage declined because:
• Required user to download a QR code app
• Then scan
• Poorly conceived marketing campaigns
(no real incentive, no real benefit)
• Led to mostly non-mobile web pages (poor user experience)
• Didn’t send users to a strategic landing page
• By 2022 should reach 5.3B QR coupons redeemed (Juniper
Research)

22. Mobile & QR Codes
• 2D scanning codes and marketing usage (cont’d)
• Have been used since the inception of smartphones in Japan and
South Korea for mobile grocery store shopping and delivery
(billboards in transit rail stations showing grocery items with QR
codes for users to snap and shop for home delivery)
• Concert and event electronic tickets with QR codes so that you don’t
have to print them out for admission (just show your phone)
• Trade show event promotions can have QR codes to enter users into a
raffle
• Museum displays with QR codes to allow users to read or listen to
display descriptions without crowding around one area
• LOS (local, organic, sustainable) foods have QR codes on their labels
to give shopper access to info about where the food was raised, how
organic it is, etc.
• Company vehicles with QR codes for contact info to make it easy for
passers by to contact

23. Mobile & QR Codes
• Journalism & Mobile
• “Man on the street” journalism in the 21st century
• Users taking photos/video
• Texting/Twitter news updates
• The Arab Spring and revolutions utilizing mobile and social
media

24. LOCATION- & MOBILE
TECHNOLOGIES

25. Mobile & Local
• Many small retailers market via geo-local search
• For competitive edge in brand awareness (as well as instant couponing).
• Likewise, with the growth of smart phone usage, companies want to be
present on mobile in general.
• Web use and search today are more mobile than desktop
• Google Analytics is served primarily on mobile search data
• The mobile web today is largely composed of websites consumers use
anyway on desktop internet e.g. apps:
• Facebook,
• Weather,
• Google Maps,
• Pandora
• So if a company is available or advertising on those channels, they are present
on the platform.

26. The Mobile Web
• Companies today prefer Facebook for local advertising today
over Google.
• Brand websites or landing pages are also be built and
optimized for mobile web viewing.
• Websites are “mobile responsive”
• Mobile-optimized web pages can be promoted with QR codes
• mobile scanning
• company info access
• texting opt-ins

27. SEO Localized Keyword Integration
• To appear in search engine local results, location keywords (such
as in an address) can be placed in the search-friendly areas of a
web page such as the page title, H1s, meta tags and page content.
• Company contact NAP (name, address, phone) should be
prominent and exist across the site and web (not just on the
contact and directions page).
• Website should be registered with (local) directories such as
Yahoo! Local and Bing Places.
• Google My Business and Google Maps can be integrated on the
company website (tied to the NAP and Google search in general).
• What goes for Google, goes for Bing and Yahoo! tools as well…

28. Local Directories
• SoLoMo (Social, Local, Mobile) merges with SEO
• Profile descriptions with keywords
• Long-tail keywords can describe services and products listings
• Some SEO experts say prominent, up-to-date registration with
search engine local tools are more important than a company's
actual website SEO!
• Consumer reviews achieve a broader web footprint and highly
elevated search rankings
• So encourage and request customer reviews in local-friendly
channels such as Yelp.

30. REVIEWS RULE DIGITAL SPACE

31. Reviews for a Cartersville, GA BBQ

32. Recommendations
• Amazon started the reviews and recommendations
revolution
• Today reviews keep growing in use and posting
• As do social technologies’ “recommendations engines”

33. Recommendations
• SoLoMo directories drive reviews
• So do Facebook and Google captured profile info and
served promoted content and ads
• Angie’s List requires consumer payment just to access
reviews

34. Some Channels…
• Indeed
• CitySearch
• Foursquare
• Yelp
• YP
• SuperPages
• Google My Business
• Kudzu
• TripAdvisor
• Yahoo! Local
• Bing Places

35. A CASE STUDY

36. A Plus for IMC…
• SuperWindshieldRepair
• Built the business on/with Google Places (now Google My
Business)
• For years, number one in Google Maps for searches on
'windshield repair atlanta’
• Obtained customers from all over Georgia via search
• Constantly asked customers to write reviews for him
• Consequently obtained unprecedented quantity of reviews
in short time in Google Maps, Yelp, Kudzu and Yahoo!
Local.
• The reviews again helped SEO.

37. Google Maps

38. Not a Panacea
• Then Kudzu went to a paid model and demerited Super's
listing (possibly removing reviews).
• Google Places tightened the radius of "Atlanta" to be around
ZIP code 30303 (heart of downtown).
• Google, when restructuring Google Places, removed many of
SuperWindshieldRepair reviews.
• Google presumably suspected foul play, i.e., black hat SEO -
due to the quantity and rapid growth of
SuperWindshieldRepair reviews.
• All of these activities pushed SuperWindshieldRepair off of
first-page Google Maps results for keyword 'windshield repair
atlanta.’

39. Google Maps & Local

40. A Google Places page
( now Google My Business)

41. Google My Business listings

42. Even Top SEO isn’t enough
• Even so, Super remained number one in organic listings for
that keyword phrase (due to still large amount of reviews and
additional channel listings).
• However Google increased space alloted to Google Places
listings for local search in the SERP (search engine results
page); for this keyword it consumed most above the fold.
• This pushed traditional organic listings low; less prominent
placement.
• Kudzu changed its model, emphasizing paid listings,
consequently hurting Super and its reviews.
• All of this contributed to a reduction for Super down to about a
quarter of original revenue.

43. MOBILE MARKETING
APPROACH

44. Additional Local/Mobile Options
• Stay away from the "daily deals”
• this is a model that hurts businesses
• circa 50%-off coupons attract many first-time buyers, but not
enough loyal customers to see long-term profitability
• SEM/PPC (search engine marketing and pay-per-click) ads can
be purchased for location-targeted criteria.
• There are web technology tools to help automate and advance
a company's local search
• yext

45. Mobile Tactics
• For service providers with opt-in customers and
marketing savvy, lifetime retention could be achieved
• Via consumer channel preference promotions
• Mobile redemptions
• For consumers on the run:
• Fast, simple two-way communications
• Receiving location discounts upon availability

46. Mobile Tactics
• Traditional print coupons required visibility in front of
the consumer, at the right place and time
• Print coupons require customers to store and remember the
coupons for future use.
• Outdoor and other promotions can show QR codes:
• “Scan for neighborhood discounts”?

47. Mobile Tactics
• The QR code, or MMS, or even just SMS text verbiage
(cheaper), could send the consumer:
• to a mobile service or website
• to opt-in with address
• and deliver redemption instructions
• Or mobile scanning/texting can serve as lead-gen:
• customer service phone responders can follow up with opt-
in leads
• In fact Twitter was based on (& used with) pre-
smartphones’ SMS; 140 characters

48. Mobile Tactics
• Food trucks have been operating successfully on this
model since the 2000s
• texting their locations/schedule to customers in the area
• Simultaneously posting in Twitter (SMS has been integrated
with Tweets since the beginning)
• E.g., Kogi BBQ food truck (L.A.)

49. One Approach to Mobile Marketing
• Take a pizza shop…
• Promoting outdoor signage or ads with a QR code (or more
traditionally, an SMS/MMS/texting request)
• Vehicles and pizza boxes should contain QR codes
• When viewers QR-scan or text to the pizza shop, the shop
automatically then has their mobile number (think marketing list opt-
ins)
• Consistent branding with contact info and QR code
• Look for response rates:
• Traditional DM and email response rate 1%-4%
• As far back as 2009 SMS marketing averaged an 8% – 14% response
rate.
• In 2009, 20% – 25% of Papa John’s revenue alone was driven from
mobile, and mobile advertising.
• The mobile era sees a shift from the old promotional marketing AAU
approach, to a model of Need-Search-Retention (or engagement).

50. Recap
• What are the technologies fundamental to Web 2.0 & Web 3.0?
• What are the technology platforms?
• How they influenced/birthed social media?
• What’s the role of mobile marketing and mobile web?
• What’s the merit and use of consumer reviews?
• What’s the value and application of Geo-Local technologies?
• How can all above be applied?