The Collison of Social, Mobile, Local--and Search

811 views

Published on

A presentation made by Rohn Jay Miller to the MN American Marketing Association in November 2012, kicking off their Digital Speakers Series

Published in: Career
  • Be the first to comment

The Collison of Social, Mobile, Local--and Search

  1. 1. The Fabulous Collison of:The Fabulous Collision of Search, Mobile, Social & Local Social, Local, Mobile – and Search Rohn Jay Miller
  2. 2. WHY “BLACK” FRIDAY?The term “Black Friday” as the day after Thanksgiving originatedin Philadelphia in the 1960s. With the streets totally jammed with cars and shoppers, police started calling it “Black Friday” internally, and the term spread. Now it’s also come to mean the day when may retailers finally move into the “black” on their profits for the year.© COPYRIGHT 2009 SAPIENT CORPORATION 2
  3. 3. But what I really want to talk about is…. OUR VACATION!© COPYRIGHT 2009 SAPIENT CORPORATION 3
  4. 4. CLAIRE The Millers—my wife and our two teen-aged daughters—went to Quebec for a week last summer. We spent four days in Montreal and three in Quebec City, both truly beautiful cities. BUT---when we crossed back into the US we drove through the woods ofMaine, and after getting back into telephone range I got a call from AT&T. My bill for the past week? $1200 US. Oops. That’s howmuch the roaming charges were for all of the things I did with my smartphone for a week on vacation. Sound surprising? Maybe the price does, but think of all we use our smartphones for now just getting around. That’s mobile! © COPYRIGHT 2009 SAPIENT CORPORATION 4
  5. 5. We used “maps” to find restaurants near our hotel, and then socialnetworks to find reviews of which ones were good, and then maps again to draw a route for us to walk to the restaurant, and then search to find other interesting places to go near where we were, and then… ….Well, you see how the bill got to be $1200 US. (I talked themdown to $200 US, retroactively adding their “Can-Am” phone plan.) © COPYRIGHT 2009 SAPIENT CORPORATION 5
  6. 6. SEARCH MOBILE LOCAL© COPYRIGHT 2009 SAPIENT CORPORATION 6
  7. 7. “The Chaos Scenario” Let’s step back. Web 1.0 was “the Presentation Web,” showing just display pages. Web 2.0 was the “Transactional Web, allowing both e-commerce and social networks to grow. Now we’re entering Web 3.0, which I call “the Context Web,” all about understanding what I want, where, why, how. Traditional marketing But as Bob Garfield points out, we’re in the “Chaos Scenario” where traditional media doesn’t work any more and there’s not enough new media products to replace them. Ouch! Digital marketing WEB 1.0 WEB 2.0 WEB 3.0 1990 1995 2000 2005 2010© COPYRIGHT 2009 SAPIENT CORPORATION 7
  8. 8. © COPYRIGHT 2009 SAPIENT CORPORATION 8
  9. 9. My Vacation Yelp, Instagram Foursquare SOCIAL MOBILE LOCAL Marketing, E-Commerce© COPYRIGHT 2009 SAPIENT CORPORATION 9
  10. 10. Real Life Real Time Connected© COPYRIGHT 2009 SAPIENT CORPORATION 10
  11. 11. © COPYRIGHT 2009 SAPIENT CORPORATION 11
  12. 12. THIS IS YOUR CUSTOMER’S POINT OF ENTRY
  13. 13. THERE ARE 500 MILLION SEARCH ENGINEQUERIES EVERY DAY
  14. 14. THERE ARE 500 MILLION SEARCH ENGINE QUERIES EVERY DAY IN THE US ALONESource: Hubspot 1/5/12 http://bit.ly/zjaPxI
  15. 15. HOW MUCH GETS SEARCHED? Social Web pages Network Traffic © COPYRIGHT 2009 SAPIENT CORPORATION 15
  16. 16. HOW MUCH GETS SEARCHED? Social Web pages Networks © COPYRIGHT 2009 SAPIENT CORPORATION 16
  17. 17. HOW MUCH GETS SEARCHED? Social Web pages Networks 33% MORE CONTENT © COPYRIGHT 2009 SAPIENT CORPORATION 17
  18. 18. BUT IT’S NOT JUST CONTENT Opinions--what’s discussed? Links – what’s being shared? Real-time – what matters right now? Friends – what do they think? © COPYRIGHT 2009 SAPIENT CORPORATION 18
  19. 19. EACH WEEK TWITTER USERSSEND 1 BILLION TWEETSSource: Hubspot 1/5/12 http://bit.ly/zjaPxI
  20. 20. 25% OF ALL TWEETS CONTAIN A LINKSource: Hubspot 1/5/12 http://bit.ly/zjaPxI
  21. 21. FACEBOOK USERS SHARE 30 BILLION LINKS EACH MONTHSOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
  22. 22. SO THAT’S LIKE 1 BILLION LINKS EACH DAYSOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
  23. 23. THREE WAYS SOCIAL CHANGES SEARCH1. RANKINGS – Trends + links have value2. CONTENT– Social messages3. SOCIAL SEARCH—Social networks search © COPYRIGHT 2009 SAPIENT CORPORATION 23
  24. 24. Earned MediaControl Paid Media EaE Owned Media Scale
  25. 25. SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search? BALANCE – Content strategy + SEO are two different strategies that need balance INFLUENCE – Identify, listen, acknowledge + support key social influencers SEM – Search engine marketing, especially in 2-3 word searches, for your best content COMMIT + TEST – Constantly improve © COPYRIGHT 2009 SAPIENT CORPORATION 25
  26. 26. 40% OF ALL SEARCHTODAY IS MOBILE
  27. 27. GOOGLECONTROLS 93%OF ALL MOBILESEARCH
  28. 28. © COPYRIGHT 2009 SAPIENT CORPORATIONSource: Mary Meeker, All Things D Conference, May 31, 2012 29
  29. 29. © COPYRIGHT 2009 SAPIENT CORPORATIONSource: Mary Meeker, All Things D Conference, May 31, 2012 30
  30. 30. Source: Forrester, June 2012© COPYRIGHT 2009 SAPIENT CORPORATION 31
  31. 31. LOCATION + MOBILE STRATEGY1. WHERE IN THE WORLD ARE YOU?2. MOBILE IS CHEAP—SORT OF3. SEARCH IS BOTH SEO + PPC4. SEARCH VS. FREQUENCY5. MEASURE COSTS VS. RETURN
  32. 32. THE FUTURE OF SOLOMOSER
  33. 33. The “GAFA” Stack Google Apple Facebook Amazon Payments Social Media Context Access (Browsers & Applications) Content Operating system Hardware © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 36 Source: Neil Perkin, Only Dead Fish, 11/19/11
  34. 34. WHERE IN THE WORLD DO WE GO?1. AUTHENTICLY YOU2. CROSS TEAM MARKETING3. SO-LO-MO TASK FORCE4. TO APP OR NOT TO APP?
  35. 35. THE NEW CUSTOMER CYCLESOCIAL = THE NEW AWARENESSSEARCH = THE NEW ATTRACTIONMOBILE = THE NEW ENGAGEMENTLOCAL = THE NEW TRANSACTION
  36. 36. THANK YOURohn Jay MillerTwitter: @rohnjaymillerEmail: rohnjay@rohnjaymiller.com

×