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DMA Webinar: Convergence of Local, Social and Mobile


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Over the past year, social, local and mobile digital strategies have begun converging to form an extremely powerful method for increasing findability, generating leads and driving in-store traffic on a localized level. For marketers, this means that you can no longer view social media, local search and mobile marketing in isolation.

This presentations was originally hosted by the Direct Marketing Association (DMA) in June 2012, and presented by Location3's Andrew Beckman, CEO, and Anne Baum, local solutions manager.

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DMA Webinar: Convergence of Local, Social and Mobile

  2. 2. A DIGITAL MARKETING PARTNERBUILT TO INCREASE YOUR BRAND’SFINDABILITY AND PERFORMANCE.Through strategic design, search marketing expertise, socialmedia optimization and the application of analytics, weincrease your brand’s findability to raise awareness andgenerate response across all digital platforms.Whether your goals include lead generation, engagement orcommerce, our team of analysts, strategists and creativetechnologists will design a customized campaign to optimizeyour brand’s findability and maximize your return.
  3. 3. AGENCY HISTORYFounded in 1999 and located in the heart of Denver, Location3 has a staff of70 full-time employees who service global, national and local brands. Morethan half of our client base has worked with us for at least three years, as weimprove the findability and performance of every client with whom we partner.Industry RecognitionInc. 5000 Top Company (2007, 2008, 2009, 2010, 2011)DMA International ECHO Award Winner (2007, 2008, 2010)Business Marketing Association Gold Key Award Winner (2007, 2011)Search Engine Strategies Award Winner (2008)OMMA Online Creativity Award Winner (2009)American Marketing Association Peak Award Winner (2007, 2008, 2009, 2010)Telly Award Winner (2011)Top 50 Colorado Companies To Watch (2010)Denver Business Journal Best Places To Work (2007, 2009)
  4. 4. FINDABILITY EXPERTSOne of only 13 agencies* in the U.S. awarded both Google Analytics and Web Optimizercertifications1 of only 9 agencies in the U.S. awarded Microsoft AdExcellence “Preferred Agency” statusOfficial Google AdWords Premier SMB PartnerOfficial Member of the Yahoo! Web Analytics Consultant Network *Certifications as of September, 2011
  6. 6. TODAY’S FOCUS 64% of internet users perform local searches 67% of consumers research online reviews of local businesses before making a purchase 88% of mobile searchers take action within the same day What do these stats mean for your business? They mean that you can no longer view social media, local search and mobile marketing in isolation.@Location3#DMAwebinar
  7. 7. TODAY’S TAKEAWAYS • The importance of managing local map listings to protect the integrity of your data and increase findability • How to develop localized content and engagement strategies to leverage social media including Google + • How to reach and engage on-the-go consumers through their mobile devices • Understanding of how to integrate campaigns and provide a consistent user experience and message across all platforms • Insight into industry trends to predict and prepare for future initiatives in local, social and mobile@Location3#DMAwebinar
  9. 9. FROM FINDABILITY TO PERFORMANCE THE TRADITIONAL PATH TO PURCHASEInterest Intent Research Recommendation Validation Decision
  10. 10. TODAY’S PATH TO PURCHASE Consumer-directed vs. Brand-directed Leverages the transparency of the market Fluid vs. linear Guidance from multiple sources Input and validation from social graphPredisposed before ever engaging a salesperson THE BRAND OPPORTUNITY: Utilize content and calls to action to proactively inform, support and shape the buyer’s journey.
  11. 11. The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity. Research Content Content Interest Retail ValidationContent Intent Communities Brands Input Discovery Decision Content Friends Content Authorities Content
  12. 12. SHAPING THE PATH TO PURCHASE Mindset Need Source Medium Message What are they What are both Where and to What is the best What is the thinking and the emotional whom are they channel and most relevantfeeling at each and rational going to for format in which and compelling specific stage requirements information and to connect with message toalong the path? that must be support at each them at each deliver at each fulfilled at each specific stage specific stage specific stage specific stage along the path? along the path? along the path? along the path?
  13. 13. CONSUMER PROFILESUSAN • Working professional • 35 years old • Married • Two children • First time homebuyer Needs: Susan recently purchased a new home with her family and needs a variety of furnishings for her new house. Photo Source:
  14. 14. BUSINESS PROFILE“AEKI” • Large home furnishings store • Uses traditional and digital advertising • eCommerce website • Local landing pages • Mobile website • Mobile app • Claimed and verified all locations online@Location3#DMAwebinar
  15. 15. CONCEPTWe are the digital marketing agency for Finnish home goods super giant AEKI (ay-kee). We will follow Susan throughthe buying process from Interest to Decision and beyond, demonstrating how different marketing techniques played acohesive role in her path to purchase.The campaign to promote this interactive content encompasses many media channels in developing a path topurchase for the target audience.@Location3#DMAwebinar
  17. 17. SUSAN’S PATHINTEREST• Searches “home decoratingideas”• Finds a blog on homedecorating that was +1ed by afriend• Notices several products inthe blog post that catch hereye• Notices content from AEKIblog that was reposted by herfriend and linked to AEKI site @Location3 #DMAwebinar
  18. 18. MARKETING STRATEGYINTEREST• Agency created a blog on AEKI’s website withcontent optimized for the phrase “home decoratingideas”• Content features various products from AEKI• Content also features information and helpful tipsfor home decorating• Agency shared this content on Google+ and othersocial channels @Location3 #DMAwebinar
  19. 19. SUSAN’S PATHINTENT• Searches “home decorating on a budget” onGoogle + home page•Sees a post from AEKI•Decides to follow AEKI’s Google+ page•+1’s the post•Shares the post with friends in Google + @Location3 #DMAwebinar
  20. 20. MARKETING STRATEGYINTENT• Agency created a Google + corporate page forAEKI and a content calendar•Content is posted regularly including sharingcontent posted by similar companies and originalcontent @Location3 #DMAwebinar
  21. 21. SUSAN’S PATHRESEARCH• Searches “decorative arearugs”• Finds a paid ad for AEKI inthe top listing featuring adiscount and free shipping inad copy• Clicks through to an AEKIlanding page specifically for“decorative area rugs”• Browses content and notesa few favorites beforereturning to her search @Location3 #DMAwebinar
  22. 22. MARKETING STRATEGYRESEARCH• Agency actively managed the paid searchcampaign to maximize budget and developcomprehensive keyword lists• Agency identified opportunity for keywordphrase “decorative area rugs”• Low CPC for target phrase “decorative arearugs” led agency to target that phrase to get themost out of AEKI’s pay-per-click budget• Multivariate testing determined that “freeshipping” and discounts provided highlyattractive ad copy to the consumer• Agency developed landing page specificallyfor “decorative area rugs” to decreaseconsumer bounce rate on-site @Location3 #DMAwebinar
  23. 23. SUSAN’S PATHRESEARCH• Searches “affordable couch”• Finds an organic listing for AEKI in thetop listing featuring “sofas” and“couches” as keywords in the copy• After recognizing the brand from herprevious search, Susan clicks through toan AEKI landing page specifically for“sofas” and “couches”• Browses content and notes a fewfavorites before returning to her search @Location3 #DMAwebinar
  24. 24. MARKETING STRATEGYRESEARCH• Many channels and strategiescontribute to a high organic search pagerank for a brand’s website• Optimization on AEKI site (title tags,META descriptions, URLs, etc.)• Link building efforts• Rich content on AEKI blog• Blogger outreach• Social activity on Google+ @Location3 #DMAwebinar
  25. 25. SUSAN’S PATHBRAND SEARCH• Searches “AEKI Denver”• Finds map listing for AEKIlocation near her new house inThornton, CO• Notices Google reviews andclicks through to the Google+Local page for the Grant St. storelocation @Location3 #DMAwebinar
  26. 26. MARKETING STRATEGYRESEARCH• Agency optimized AEKI locationpage through Google Places• Agency added social extensions• Agency claimed and verifiedlisting through Google Places• Agency added user-friendly, richcontent such as photos• Agency performed reviewmanagement and providedconsumer engagement strategies @Location3 #DMAwebinar
  28. 28. MARKETING STRATEGYRESEARCH • Agency optimized AEKI location page using local store numbers in URLs @Location3 #DMAwebinar
  29. 29. MARKETING STRATEGYRESEARCH• Local store URL drivessearchers directly to individuallocal landing pages with customcontinent pertinent to eachlocation @Location3 #DMAwebinar
  30. 30. SUSAN’S PATHRECOMMENDATION• Notices a poor Google reviewfrom a recent customer anddecides to search for other reviews @Location3 #DMAwebinar
  31. 31. SUSAN’S PATHACTIVE RECOMMENDATION• Searches for AEKI reviews on social reviewand monitoring sites• Although not all reviews were positive, themajority of them were very good• Susan is no longer dissuaded by the singlebad review on the Google Map Listing page,because she knows it was simply one person’sexperience out of many @Location3 #DMAwebinar
  32. 32. MARKETING STRATEGYENGAGEMENT • 7 in 10 who read reviews share them with friends, family & colleagues • 79% of consumers conduct at least half of their product research online before they make a purchase • 90% of consumers trust recommendations from friends @Location3 Sources: Deloitte & Touche,, 2011 The E-tailing Group; E-Consultancy #DMAwebinar
  33. 33. SUSAN’S PATHPASSIVE RECOMMENDATION• A few days after her home furnishingsresearch, Susan is viewing her Facebook newsfeed• Notices a friend’s post regarding a contestAEKI is sponsoring to win a free couch on theirwebsite• Although not actively searching for homefurnishings at that moment, Susan decides tovisit the AEKI Facebook page to enter thecontest @Location3 #DMAwebinar
  34. 34. MARKETING STRATEGYENGAGEMENT• Agency developed a comprehensive strategyfor increasing social engagement for AEKIthrough Facebook contest• Developed a Facebook Contest App for theAEKI Facebook page• Promoted the contest page through highlytargeted Facebook ads @Location3 #DMAwebinar
  35. 35. SUSAN’S PATHVALIDATION• Begins to narrow down product listto handful of essentials, and a fewaccessory items• Uses "Pin it“ on her mobile phone toorganize and share her items onPinterest while commuting to work• Also looks at AEKI account onPinterest and re-pins favorite items @Location3 #DMAwebinar
  36. 36. MARKETING STRATEGYENGAGEMENT• Agency developed and activelymanaged Pinterest account for AEKI• Agency helped add “Pin It” buttonsto product pages• Agency placed GA event tracking onPin It buttons, so that we canmeasure engagement stats acrosssite @Location3 #DMAwebinar
  37. 37. SUSAN’S PATHDECISION• Susan visited local AEKI topurchase all the items she had onher list• Checks in to local AEKI store onFacebook Places and Foursquare,letting friends and family knowshe’s there• Using mobile website, sheconsults her target product listwhile she navigates brick-and-mortar AEKI @Location3 #DMAwebinar
  38. 38. MARKETING STRATEGYLOCATION-BASED SERVICES• Foursquare and Facebook are most popular location-based • As of March 2012, Foursquare had more thancheck-in services and offer marketing options for brands 22 million users, 750,000 active merchants and 1.5 billion total check ins.•Establishing a parent-child hierarchy, creating venues andmanaging data are first steps • 86% of users check-in to Places on•Running specials encourages repeat visits, increase awareness Foursquare at least once a dayand drives in-store traffic • 59% of users search for local businesses at least once a week on Foursquare @Location3 #DMAwebinar
  39. 39. SPECIALS STRATEGY Create specials to attract new and/or reward existing customers. Place decals sent by Foursquare on each location’s door/window. Create POP signage for use at each location. Train staff to understand special offer, how to tell customers about it and how to fulfill. Include code in special, which staff enter into POS system.@Location3#DMAwebinar
  40. 40. Maps tab allows users to Users can search by city,search for location and see state, zip code or other nearby campuses. location details. Check-ins on child pages All locations found within search criteria are included in total number on show as map points and display below map parent page. with location details.
  41. 41. MARKETING STRATEGYPOST-SALE ENGAGEMENT• Using contact info provided bySusan during purchase process,AEKI sent link to follow up surveyregarding customer experience onthe AEKI website• Agency created digital couponfor 20% Off Next Purchase at AEKI• Coupon delivered to Susan’semail upon completion of thesurvey with an option to sharewith five of her friends via email orSMS text @Location3 #DMAwebinar
  42. 42. SUSAN’S PATH NEW HOME FURNISHINGS Interest Intent Research Recommendation Validation Decision@Location3#DMAwebinar
  44. 44. 9 OUT OF 10 SMARTPHONE SEARCHES RESULT IN AN ACTION 79% use smart phones for shopping related activities 74% of users have made a purchase as a result of using a smart phone 95% of mobile users search for local information 88% of mobile searchers take action within the same day Mobile Solutions Mobile Search Campaigns Mobile Display Campaigns Mobile Website Development Location-Based Check-In Services QR Codes/Digimarc™ Codes SMS Campaigns@Location3 Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users#DMAwebinar
  45. 45. 89% OF CONSUMERS USE A SMARTPHONE EVERYDAY YET 79% OF BRANDS DO NOT HAVE A MOBILE WEBSITE How does the mobile search mindset differ from that of a desktop search mindset? • Less information, less time • Searching for very specific information (e.g. location, price, coupon) • Desire tailored, local content • With the growth of Voice Search technology, not all mobile users are searching with keywords@Location3 Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users#DMAwebinar
  46. 46. THE MOBILE LANDSCAPE Website Mobile Site Mobile App Mobile App Mobile AppNot Web-Optimized Prioritized Content and Nav Locator, Menu, Product Transactional TransactionalNon-transactional Locator, Menu, Engagement Non-transactional Non-transactional
  48. 48. SEARCH +YOUR WORLD Owned MediaGoogle Plus (a.k.a., Google+ or G+) is Google’s way toconnect businesses with their customers and thepublic.This will have a seismic impact on digital marketing Paidstrategies including SEO, content, social, local, mobile, Mediapaid search, reputation management and potentiallymore.You must develop a unique strategy for G+ thatencompasses owned, paid and earned media toincrease findability and performance. Earned Media
  49. 49. Owned MediaOPTIMIZATION OF GOOGLE+ PROFILE & CONTENTCreates and optimize Google + page to properly linkaccounts, add creative elements, improve keyword saturationand increase ranking potential.
  50. 50. Owned MediaOPTIMIZATION OF WEBSITEImplement Google+ Code on Website:• Add rel=“publisher” code to homepage header and Google+ button code, which increases ranking potential and makes you eligible for social extensions, Direct Connect and verification.• Add +1 buttons across website for ease of sharing content and tracking user engagement.• Add rel=“author” code on blogs.
  51. 51. Owned MediaCONTINUED LOCAL PAGE INTEGRATIONAlthough Google Place pages recently merged with intoGoogle+ Local pages there are still more changes planned.This will include:• A merge between Google + Local and Google + Local Business pages.• A parent-child relationship will be established between the corporate brand page and all local brand pages.
  52. 52. Owned MediaOTHER OWNED MEDIA STRATEGIESAdd verified check mark to Google+ brand page, if client iseligible.To be eligible, brand must meet a minimum follower countand be actively managed by paid search representatives.
  53. 53. Paid MediaSOCIAL EXTENSIONSPaid search ads already include a +1 button, but adding social extensions will linkyour Google+ Business Page to your search ads. Social extensions also allow youto add the +1 button to ads throughout the Google Display Network and theirmobile display network.Benefits include increasing your circle membership on Google+, increasingpersonalized search ranking potential and possible increased click through rate.+1s on your paid search and display ads do not cost anything at this time.
  54. 54. Paid MediaPAID ADVERTISING WITHIN GOOGLE+Based on current trends, we predict that Google will sooninclude some form of paid advertising within the Google+platform.Google+ paid advertising will likely include unique targetingcapabilities based on user demographics, interests andcontent consumption and sharing signals.
  55. 55. Earned MediaINCREASING CIRCLE MEMBERSHIP & ENGAGEMENTSTRATEGYDevelop an engagement and promotional plan that drivesactivity within Google+ and on other owned media channels.Plan should include:• Content calendar• Response guidelines• Engagement recommendations
  56. 56. MEASUREMENTGoogle+ Audience Metrics – Followers and +1sReferral Traffic+1s from social extensions campaign(s)Engagement Metrics – +1s, Comments, SharesGoogle organic rankings and search traffic
  57. 57. SOCIAL, LOCAL & MOBILE CONVERGENCE Q&A@Location3#DMAwebinar
  58. 58. @Location3
  59. 59. THANK YOU!Anne BaumLocal Solutions Managerabaum@location3.comAndrew