iMedia March Brand Summit: Making Hyperlocal Work for Your Brand


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iMedia March Brand Summit: Making Hyperlocal Work for Your Brand

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iMedia March Brand Summit: Making Hyperlocal Work for Your Brand

  1. 1. The Hyperlocal Movement making hyperlocal work for your brand Sean Finnegan, CEO, Geomentum
  2. 2. 55 percent of all ad spending is with local media
  3. 3. local dollars are trending digital <ul><li>by 2014, local spend will be 24% digital </li></ul>
  4. 4. mobile local ad spend – 5 year forecast <ul><li>mobile local will reach 2 billion in 2014 </li></ul><ul><li>This represents 44 percent of total U.S. mobile ad revenues in 2009, growing to 69 percent in 2014. </li></ul>
  5. 5. local mobility: beyond the tipping point Speed of change to a “mobility lifestyle” is happening faster than PC Web adoption.
  6. 6. location is the new keyword.
  7. 7.
  8. 8. physical and virtual neighborhoods are merging
  9. 10.
  10. 11. enhanced local profiles and real-time store results
  11. 12. connect media to store results
  12. 13. magic window
  13. 14. three global shifts fueling hyperlocal <ul><li>Connective Consumer Technologies </li></ul><ul><ul><li>mobile, social, location-based services, geo-tagging </li></ul></ul><ul><li>New Consumer Behaviors </li></ul><ul><ul><li>merging of physical and virtual neighborhoods and lifestyles </li></ul></ul><ul><li>Advanced Media Technologies </li></ul><ul><ul><li>hyperlocal insights, profiling, targeting, planning and versioning with scale </li></ul></ul>
  14. 15. hyperlocal best practices
  15. 17. 24 Hour Fitness’ social media strategy starts with embracing the distributed web WE NEED TO BE WHEN/WHERE THE CONVERSATION HAPPENS
  16. 18. 24 Hour Fitness social media presence <ul><li>Over 130,000 fans </li></ul><ul><li>4M+ post views/month </li></ul><ul><li>Over 90,000 check-ins/month </li></ul><ul><li>Exclusive Fitness partner for check-in deals </li></ul><ul><li>Over 17,000 followers </li></ul><ul><li>Actively engaged with customers and prospects </li></ul><ul><ul><li>420+ clubs listed </li></ul></ul><ul><ul><li>Enhanced listings </li></ul></ul><ul><ul><li>First health & fitness company to offer check-in deals </li></ul></ul><ul><li>Over 2,000,000 content views </li></ul><ul><li>130+ videos developed </li></ul><ul><li>10% of content viewed on mobile devices </li></ul><ul><ul><li>Exclusive deals for check-ins and club mayors </li></ul></ul>INCREASE SOCIAL MEDIA FOOTPRINT TO GENERATE AWARENESS, AND ENCOURAGE IN-CLUB TRAFFIC <ul><ul><li>Exclusive deals via email, Facebook or Twitter feeds </li></ul></ul>
  17. 19. 24 Hour Fitness and Yelp advertising components Check-in offers (mobile) Sales and special membership offers Basic and enhanced listings with video club tour
  18. 20. Increased presence on Yelp mobile apps in 2010 Monthly Yelp mobile stats
  19. 21. Yelp listings generate an average of 50K pageviews and 24% lead conversion 1 rate per month The results 1 conversions from special offer links Yelp mobile generates 30% additional traffic Visibility on Yelp grew 89% from 09/09 to 09/10 24 Hour Fitness’ listings were viewed 695,543 times in 2010
  20. 22. Importance of mobile FACEBOOK 100,000 check-ins/mth YELP 8,500 check-ins/mth FOURSQUARE 60,000 check-ins/mth INCREASE SOCIAL EXPERIENCE TO SHARE, CONNECT, INTERACT WITH MEMBERS AND NON-MEMBERS LOCALLY
  21. 23. Making HyperLocal Work for Ameriprise Financial: <ul><li>MORE WITHIN REACH® </li></ul><ul><li>Stuart Burkhoff </li></ul>March 7, 2011
  22. 24. Ameriprise Financial: Living La Vida LocaL!
  23. 25. Thinking Nationally – Acting Locally <ul><li>For Ameriprise it’s about being more within reach </li></ul><ul><ul><li>For consumers it’s about convenience and local relevance in a global marketplace </li></ul></ul><ul><ul><ul><li>10,000 advisors, 3,600 locations </li></ul></ul></ul>National Corporate Spot “ Meet Us” Invitation Individual Advisor Video
  24. 26. Making the Connection: Local Framework Awareness - Passive Consideration Purchase Awareness - Active Consumer Stage Advisor Goal Create Impression Be Found Educate Traditional Online <ul><li>Press </li></ul><ul><li>Broadcast Media </li></ul><ul><li>Print </li></ul><ul><li>Direct Mail </li></ul><ul><li>Online Advertising </li></ul><ul><li>Yellow Pages </li></ul><ul><li>Organic Search </li></ul><ul><li>Paid Search </li></ul><ul><li>Directory/Review Sites </li></ul><ul><li>Social Profiles </li></ul><ul><li>In office collateral </li></ul><ul><li>Full Profiles/Bios </li></ul><ul><li>Peer Reviews </li></ul><ul><li>Content Distribution </li></ul><ul><li>Video </li></ul><ul><li>Sync experiences </li></ul>Mediums Key:
  25. 27. Transforming Online Impressions into Personal Expressions <ul><li>Every interaction a consumer has with your business counts </li></ul><ul><ul><li>Take advantage of the opportunity to make it a positive one! </li></ul></ul><ul><li>If you build it, will they come? </li></ul><ul><ul><li>Many Consumers will never make it to your corporate/personal website… </li></ul></ul><ul><ul><ul><li>Syndicating advisor information to 3 rd party sites is critical for driving consideration </li></ul></ul></ul><ul><li>Education is just the beginning…Involve and Engage! </li></ul><ul><ul><li>Consumers are no longer satisfied with a static corporate presence…they expect brands to add value and interact with the community </li></ul></ul>
  26. 28. Local Interactive Tool Kit <ul><ul><li>Directory & Local Sites </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Paid Search </li></ul></ul><ul><ul><li>Social Profiles </li></ul></ul><ul><ul><li>Online Advertising - Display </li></ul></ul><ul><ul><li>PR Bylines </li></ul></ul><ul><ul><li>Advisor Websites </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Events & Seminars </li></ul></ul>
  27. 29. Advisor Websites <ul><ul><li>Indexed Growth from Google Indexed Advisor Websites </li></ul></ul>
  28. 30. Local Listings
  29. 31. Local Listings <ul><ul><li>Indexed Traffic Growth from 3 rd Party Sources </li></ul></ul><ul><ul><li>Indexed Rankings Growth from all Advisor Listings </li></ul></ul>
  30. 32. Challenges & Future Opportunities <ul><ul><li>Challenges </li></ul></ul><ul><ul><li>Operating in a regulated industry </li></ul></ul><ul><ul><li>Local information models </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Scalability, management and training </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Consumer behavior </li></ul></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>24/7 Access to Consumers </li></ul></ul><ul><ul><li>Enterprise level solutions </li></ul></ul><ul><ul><li>Collaborative Environment </li></ul></ul>
  31. 33. Q&A <ul><li>[email_address] </li></ul>Brokerage, investment and financial advisory services are made available through Ameriprise Financial Services, Inc. Member FINRA and SIPC. Some products and services may not be available in all jurisdictions or to all clients.