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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 Power Triumpherate
What Runs the Triumvirate? Deep databases
What Can The Data Tell You? <ul><li>Where your customers frequent. When </li></ul><ul><li>How frequently. With whom </li><...
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>...
Take Aways <ul><li>Local search is increasingly mobile </li></ul><ul><li>Customers are social creatures </li></ul><ul><li>...
[email_address] Twitter: @SEOmom whitehat09 25% discount on anything in the SEOmoz store including PRO memberships!  
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Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010

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Europe 2010

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

  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 Power Triumpherate
  35. 35. What Runs the Triumvirate? Deep databases
  36. 36. What Can The Data Tell You? <ul><li>Where your customers frequent. When </li></ul><ul><li>How frequently. 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>That your customer searched for your product </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. 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>
  48. 48. [email_address] Twitter: @SEOmom whitehat09 25% discount on anything in the SEOmoz store including PRO memberships! 

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