Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital S...KDMC
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016)KDMC
Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016)
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
So+mo 30 things 2 know sept 11 webinar pc final2Nancy Lane
30 Things U Need to Know About Social and Mobile…takeaways from the Social+Mobile event (Local Media Association/Borrell Associates/Local Search Association)
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital S...KDMC
Leveraging Social Media Ambassadors in Service of Your Foundation’s Digital Strategy by Beth Kanter
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016)KDMC
Anytime, Anywhere: Getting the Message on Mobile by Amy Gahran (2016)
Knight Digital Media Center presented a day-long workshop for foundation communications professionals on April 4, 2016 as part of the CommA Days conference in New Orleans. Participants learned about strategies in communication and engagement on digital, mobile and social platforms.
So+mo 30 things 2 know sept 11 webinar pc final2Nancy Lane
30 Things U Need to Know About Social and Mobile…takeaways from the Social+Mobile event (Local Media Association/Borrell Associates/Local Search Association)
Slides for 3 hours hands on workshop guiding small business to engage and sell using smart phones. Taught by ShinyDoor. Supported by Appalachian Regional Commission.
Advertising & Marketing Trends 2014 | Marketing Private Schools and Summer CampsOur Kids Media
Marketing tips and marketing trends for privates schools, summer camps and kids programs about marketing to moms in Canada. [Our Kid Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]
Mobile Strategy for Small Businesses - BrightonSEO 2013Bridget Randolph
For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).
Is Traditional Public Relations Dead? Blending Traditional Public Relations a...Michael Barber
Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, and how these trends can be leveraged to better integrate public relations and digital marketing teams to deliver results for clients.
20x more time in apps than mobile web visitors spend in the mWeb
3x more conversion than mobile websites
55% of mobile commerce takes place in apps rather than websites
Branchout 2017 - Day 2 Session - Toby RoessinghBranch
The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook
Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.
The future of content marketing is here. The general collapse of big journalism, the shift in consumerism over the last 4-years, adoption and usage of smartphones and smart tvs, and big data is changing the marketing landscape forever. Content marketing has emerged as a guiding light for brands and marketers - enabling more connected content experiences for consumers. This presentation touches on what has caused these fundamental changes, and the various technologies and marketing tactics being deployed in this new age of content marketing - and what we can expect to see in the coming years, including trends related to: (1) the new consumer decision journey, (2) the connected purchase funnel, (3) organic search, (4) big data, (5) programmatic buying, (6) digital tv advertising, (7) native advertising and retargeting, (8) social media marketing, (9) in-store marketing, (10) brand publishers, and finally (11) influencer marketing.
Tools to Grow, Measure and Optimize Social Traffic ShareThis
Explaining the importance of understanding your social traffic by putting in place the proper measurement tools, such as ShareThis or other analytics tools.
A publisher's social traffic makes up a significant amount of their traffic (usually about 30%), but more importantly this traffic is very valuable because it's prequalified users that are coming to their site through friend's and family's recommendation, making them highly likely to convert into customers for publishers.
Just as publishers track, measure and optimize their search traffic, they should be doing the same for their social traffic.
Digital Media Strategy for Daily Prothom AloAraf Habib
A Comprehensive Digital Media Strategy for Daily Prothom Alo. Paving the way for their Yearly Social Media Activities. More Interactive & taking it closer to its audience.
The static web browsing model hasn't changed since the Netscape era two decades ago.
Hashup makes your phone's browser social, using the power of hashtags. With it, you can link a website to a relevant hashtag. When you search a hashtag, you’ll see all websites users tagged to it. Hashup also feeds live Instagram and Twitter content for that hashtag in the same place, and lets you connect with others who love the same hashtags you do!
Solving the Mobile Mystery: Tips for Achieving Your Content Goals on an Evolv...Taboola
Webinar led by Taboola's Senior Content Strategist, Inbar Yagur, on the challenges that come with promoting content on mobile, and a few tips and tricks to overcome them. She'll be sharing mobile best practices related to testing strategies, engagement and conversion.
Mobile Engagement: Opportunity or Crisis?Localytics
Mobile has transformed the world for both consumers and businesses. Consumers now demand relevant, trustworthy and immediate brand experiences. While brands are trying to meet these fast-changing demands, many signs suggest they are headed down a path of failure.
This session will explore why the industry is a mobile engagement crisis and the steps marketers can take to shift toward a path of success and build deeper, more immersive relationships with their mobile users.
Josh Todd's presentation from Apps World North America in May 2016.
From the Fuqua Forbes "Future of Marketing" Conference. How much more of consumer choice is driven by factors outside of conscious awareness than we might like to believe?
Academic point of view: Professor Gavan Fitzsimons
Practitioner perspectives: Jen Lineen MBA ’05, Shopper Marketing Manager at Coca-Cola and Liz Faria MBA ’08, Senior Brand Strategy Manager at Reebok International
Slides for 3 hours hands on workshop guiding small business to engage and sell using smart phones. Taught by ShinyDoor. Supported by Appalachian Regional Commission.
Advertising & Marketing Trends 2014 | Marketing Private Schools and Summer CampsOur Kids Media
Marketing tips and marketing trends for privates schools, summer camps and kids programs about marketing to moms in Canada. [Our Kid Marketing Academy, Lunch & Learn, November 2013, Presented by Agnes Stawicki]
Mobile Strategy for Small Businesses - BrightonSEO 2013Bridget Randolph
For a small business on a tight budget, a mobile strategy may seem like a costly extra. But with 40% of mobile searches showing local intent, you can't afford to miss out! This presentation will cover why SMEs should care about mobile, and what they can do about it (even on a small business budget).
Is Traditional Public Relations Dead? Blending Traditional Public Relations a...Michael Barber
Michael Barber and Robin Lybarger of COHN explore the changing landscape and trends within traditional public relations, the impact of social and new technology on journalism and media consumption, and how these trends can be leveraged to better integrate public relations and digital marketing teams to deliver results for clients.
20x more time in apps than mobile web visitors spend in the mWeb
3x more conversion than mobile websites
55% of mobile commerce takes place in apps rather than websites
Branchout 2017 - Day 2 Session - Toby RoessinghBranch
The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook
Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.
The future of content marketing is here. The general collapse of big journalism, the shift in consumerism over the last 4-years, adoption and usage of smartphones and smart tvs, and big data is changing the marketing landscape forever. Content marketing has emerged as a guiding light for brands and marketers - enabling more connected content experiences for consumers. This presentation touches on what has caused these fundamental changes, and the various technologies and marketing tactics being deployed in this new age of content marketing - and what we can expect to see in the coming years, including trends related to: (1) the new consumer decision journey, (2) the connected purchase funnel, (3) organic search, (4) big data, (5) programmatic buying, (6) digital tv advertising, (7) native advertising and retargeting, (8) social media marketing, (9) in-store marketing, (10) brand publishers, and finally (11) influencer marketing.
Tools to Grow, Measure and Optimize Social Traffic ShareThis
Explaining the importance of understanding your social traffic by putting in place the proper measurement tools, such as ShareThis or other analytics tools.
A publisher's social traffic makes up a significant amount of their traffic (usually about 30%), but more importantly this traffic is very valuable because it's prequalified users that are coming to their site through friend's and family's recommendation, making them highly likely to convert into customers for publishers.
Just as publishers track, measure and optimize their search traffic, they should be doing the same for their social traffic.
Digital Media Strategy for Daily Prothom AloAraf Habib
A Comprehensive Digital Media Strategy for Daily Prothom Alo. Paving the way for their Yearly Social Media Activities. More Interactive & taking it closer to its audience.
The static web browsing model hasn't changed since the Netscape era two decades ago.
Hashup makes your phone's browser social, using the power of hashtags. With it, you can link a website to a relevant hashtag. When you search a hashtag, you’ll see all websites users tagged to it. Hashup also feeds live Instagram and Twitter content for that hashtag in the same place, and lets you connect with others who love the same hashtags you do!
Solving the Mobile Mystery: Tips for Achieving Your Content Goals on an Evolv...Taboola
Webinar led by Taboola's Senior Content Strategist, Inbar Yagur, on the challenges that come with promoting content on mobile, and a few tips and tricks to overcome them. She'll be sharing mobile best practices related to testing strategies, engagement and conversion.
Mobile Engagement: Opportunity or Crisis?Localytics
Mobile has transformed the world for both consumers and businesses. Consumers now demand relevant, trustworthy and immediate brand experiences. While brands are trying to meet these fast-changing demands, many signs suggest they are headed down a path of failure.
This session will explore why the industry is a mobile engagement crisis and the steps marketers can take to shift toward a path of success and build deeper, more immersive relationships with their mobile users.
Josh Todd's presentation from Apps World North America in May 2016.
From the Fuqua Forbes "Future of Marketing" Conference. How much more of consumer choice is driven by factors outside of conscious awareness than we might like to believe?
Academic point of view: Professor Gavan Fitzsimons
Practitioner perspectives: Jen Lineen MBA ’05, Shopper Marketing Manager at Coca-Cola and Liz Faria MBA ’08, Senior Brand Strategy Manager at Reebok International
Making search better by tracking & utilizing user search behaviorSameer Maggon
Improving search experience is a very data driven & iterative process. Measuring the quality of search results and having the tools to measure, make sense and then improve your search ranking algorithms is key to the entire process. We'll talk through some aspects of how to measure quality for given search results and key metrics that the teams need to track to as they make changes to their search to make it better. Later during the talk, we’ll show a very basic example of how one can start to incorporate user behavior as part of the search results to influence the ranking of the results.
This covers some basic of behavioral targeting in a tech company. Although the most important element was examples and insights I used from my own experience, this presentation still talks about concepts useful for anyone working in any kind of organization and solving for customers' problems.
User Behavior Tracking with Google Analytics, Garb, and VanityTony Pitale
User behavior tracking can be difficult. If done properly, it can be invaluable in helping to shape the evolution of your product. Done poorly, and it can lead to expensive mistakes. Learn the tools and techniques that will help you make the right choices. If you'd like to do this, check out Legato: https://github.com/tpitale/legato
The internet is being developed rapidly since last two decades, and with relevant digital economy that is driven by information technology also being developed worldwide. After a long term development of internet, which rapidly increased web users and highly speed internet connection, and some new technology also have been developed and used for web developing, those lead to firms can promote and enhance images of product and services through web site. Therefore, detailed product information and improved service attracts more and more people changed their consumer behaviour from the traditional mode to more rely on the internet shopping. On the other hand, more companies have realized that the consumer behaviour transformation is unavoidable trend, and thus change their marketing strategy. As the recent researches have indicated that, the internet shopping particularly in business to consumer (B2C) has risen and online shopping become more popular to many people. According to the report, The Emerging Digital Economy II, published by the US Department of Commerce, in some companies, the weight of e-commerce in total sales is quite high. For instance, the Dell computer company have reached 18 million dollars sales through the internet during the first quarter of 1999. As a result, about 30% of its 5.5 billion dollars total sales were achieved through the internet (Moon, 2004). Therefore, to understand internet shopping and its impact on consumer behaviour could help companies making use of it as a form of doing e-business.
There are many reasons for such a rapid developing of internet shopping, which mainly due to the benefits that internet provides. First of all, the internet offers different kind of convenience to consumers. Obviously, consumers do not need go out looking for product information as the internet can help them to search from online sites, and it also helps evaluate between each sites to get the cheapest price for purchase. Furthermore, the internet can enhance consumer use product more efficiently and effectively than other channels to satisfy their needs. Through the different search engines, consumers save time to access to the consumption related information, and which information with mixture of images, sound, and very detailed text description to help consumer learning and choosing the most suitable product (Moon, 2004). However, internet shopping has potential risks for the customers, such as payment safety, and after service. Due to the internet technology developed, internet payment recently becomes prevalent way for purchasing goods from the internet. Internet payment increase consumptive efficiency, at the same time, as its virtual property reduced internet security. After service is another way to stop customer shopping online. It is not like traditional retail, customer has risk that some after service should face to face serve, and especially in some complicated goods.
The world of social marketing is changing quickly. This is meant as an update to our 2012 predictions, with a bit of content around PR agencies and how they can use social.
Digital Media Marketing for Auto DealersPatsy Stewart
This presentation is targeted for Auto Dealers to help them gain awareness of digital media and see how they can integrate social media with their traditional marketing. The automotive industry is ready for this move, dealers need to understand it.
Pete Read has a background helping people to get the most from technology. After 20 years working in the corporate environment he started a small IT project that later became a successful business.
Voluntary Action LeicesterShire (VAL) was delighted to welcome Pete to our 2013 Future Focus Conference. Pete's workshop focused on the way in which people use technology has changed and continues to evolve. He looked at the use of social media and marketing, on the world of Pay and Click marketing, and gave attendants a simple process to get started on social media.
While the 2013 Future Focus conference is now over, VAL runs trainings and workshops like Pete's year-round. If you'd like to learn more about training for your organisation, visit www.Valoneline.org.uk.
Winning in Local Search: Top 10 Trends for 2014 - Kenshoo WebinarKenshoo
Presentation from the December 18th webinar, "Winning in Local Search: Top 10 Trends for 2014." Kenshoo's Josh Dreller moderated a discussion between Kenshoo Local Product Director, Paul Wicker, and Jason Peaslee, Managing Partner at Thrive Analytics, around the top trends for local search marketers to get on their radar for 2014.
To get into the lead generation game, LinkedIn began offering Sponsored Updates, allowing companies to put paid promotions behind status updates. These promoted updates are seen by your followers and targeted users outside of your follower network. Like all other social ads, LinkedIn updates should include a visual, and then link to a gated asset.
How to use things like search engine marketing (SEM, PPC), search engine optimization (SEO), and social media including LinkedIn, Facebook, YouTube and Twitter for B2B companies.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Core Web Vitals SEO Workshop - improve your performance [pdf]
The Role of the Internet and New Media on Consumer and Firm Behavior
1. Where do you focus your time?
42% of online adults now use multiple social networking sites.
1
1 Social media usage question from a Pew survey, conducted July 18September 30, 2013 among 6,010 adults in the U.S.
2 http://dvm8run94lq3.cloudfront.net/wpcontent/uploads/2013/10/social-media-map.pdf
1
2. Where do you focus your time?
You can’t do it all…..
• New Platforms are launched everyday. Someone in your organization will be
convinced you need a strategy for that platform.
• Understand your ability to maintain the platform. Sometimes it is better to be a
fast-follower.
• 123 of the Fortune 500 are on Instagram
• Over 1/3 of those accounts have gone longer than 30 days without a post
• Understand your space and if it is where your customer wants to interact with
you. Social media can be the most expensive free media based on how many
people you might reach.
• General Mills ranks 7th among the Fortune 500 for the number of pictures
posted to Instagram
• Through the end of January General Mills had made 890 posts to a total
1,987 followers
Here are 2 places where we spend a great deal of
energy……
2
3. Facebook
Why:
• 71% of online adults are now
Facebook users1
• Half of internet users who do not use
Facebook themselves live with
someone who does.2
• Facebook demographics closely
match our customer
• Excellent penetration into rural
markets and with adults 30-64
years old.
• If we didn’t embrace Facebook, our
owners would do it without us
1 Maeve Duggan and Aaron Smith, Pew Research Center, January 2014, “Social Media Update 2013”
2 Pew Research Center’s Internet Project Survey August 7-September 16 2013
3
4. Facebook
What we did differently:
• In July of 2011 we partnered with a small start-up tech company to centrally
manage over 1,200 individual Facebook pages. We were the first retailer to
launch a local effort at this scale.
• We launched a parent-child relationship between all of our Facebook store
pages and our format brand Facebook pages in a beta partnership with
Facebook.
4
5. Facebook
• We are able to post nationally relevant brand and engagement content while
providing the local owner full rights to post relevant local content.
• We are able to monitor the content centrally and ensure content is
appropriate and that conversations are moderated
• Local fan growth grew as a result of local personal connections between our
owners and their customers. From the launch of the “hub & spoke” strategy,
we grew addressable fans from 26K fans to over 330K fans
National
Local
5
6. Local Online Reviews
Why:
• 72% of consumers trust online reviews as much as personal
recommendations1
• Most local online business listings now allow consumers to post reviews
• Yelp has generated 47 million reviews 2 and reaches 117 million monthly
users 2
• Importantly for our business: 20% of monthly Yelp users have searched for
Appliances3
1 The Local Web: The Linchpin to successful local advertising (Balihoo)
2 Yelp
3 Yelp/comScore June 2013
6
7. Local Online Reviews
What is the problem with most social media monitoring tools and this
Yelp review?
Many reviews on local listing sites do not reference the brand in their review,
because the business the consumer is reviewing is already implied. These
reviews don’t get picked up by the tools that scrape the web for brand
mentions.
1 The Local Web: The Linchpin to successful local advertising (Balihoo)
2 Yelp
3 Yelp/comScore June 2013
7
8. Local Online Reviews
What we are doing differently:
• In addition to the use of social media monitoring tools, we partnered with
another start-up tech company to directly monitor reviews left on local
business listings on nearly 20 different publisher sites.
• We are able to receive real time reporting on all local reviews, which can
be automated to be routed to the appropriate party based on review
content and store location.
• We are currently in the process of fully integrating local customer reviews
into the fabric of our organization.
• Inclusion in our VOC meetings
• Full integration into our customer recovery platform
• Inclusion in our customer service scorecards
8
9. Where do you focus your time?
Build a framework based on your business strategy
Yelp
Twitter
Yelp High in Local Discoverability/ High
in Reputation.
Facebook
Reputation
Facebook High in Local Discoverability/
High in Reputation.
Foursquare
Google + High in Local Discoverability/
Low Reputation.
Foursquare High in Local Discoverability/
Moderate Reputation.
Instagram
Snap
Chat
Google+
YouTube
Pinterest
Twitter Low Local discoverability / High
in Reputation.
Local discoverability
*Graph was mapped based on network population size
9
10. What’s Next?
“Big Data” has been a big topic.
• Mobile will change the game
• Mobile can provide information which marketers can use not only to serve
more relevant ads, but to understand the actual impact to store traffic
• Beyond marketing, data provided by mobile ad providers can provide deeper
insights than ever seen before
• Right now, many of you have applications running in the background of your
devices and you have allowed location permissions…..so?
Every time your phone makes an ad call to an ad network, companies
which are provided the opportunity to bid on that ad receive basic
information including device identifier and lat/long.
What does that look like in real life?
10
11. Opportunities/Implications
Our vendor, JiWire has been leveraging location data since 2003
• 850+ Million devices profiled anonymously
• 20 Billion location tags and adding 1B+ tags/month
• 270 Million active devices profiled
• Provides OBA compliance and Ad Choice opt-out, supporting the 4As,
DMA, IAB and MMA Ad Choices self-regulation initiatives
Opportunities
•
Extremely rich targeting capabilities
•
Precise campaign measurement beyond the click
•
Mobile as a Business Intelligence Tool
Implications
•
Collecting data over time paints a picture less anonymous than
consumers might think
•
Appending 3rd party data to implied addresses may indirectly remove
anonymity
11