“Engage Shoppers through Unparalleled Social Amplification.” Social engagement with shoppers along the path to purchase is a top digital priority for marketers, but local execution is formidable. Learn how to make it easy through the latest techniques and technologies. YOU’LL LEARN HOW TO: - Identify and precisely target the right audiences using the latest social approaches - Deliver the right messages at the right place at the right time along the social landscape - Fully leverage your content assets in the social domain - Attribute in-store sales, ROI and cost savings to social engagement For more information, contact: marketing@shoplocal.com info@blinqmedia.com

1. A GANNETT COMPANY
#localatscale
Engage Shoppers
Through
Unparalleled Social
Amplification
Presented by:
Uloopi Fales
EVP, National
Local Solutions
BLiNQ Media
Jamie Ray
VP of Sales
Shoplocal
May 22, 2013

2. A GANNETT COMPANY
#localatscale
Engage Shoppers through
Unparalleled Social Amplification
The challenge and the opportunity
Ways to target
How SoLo delivery happens
How to measure impact
Q&A
#localatscale: join the conversation

3. A GANNETT COMPANY
#localatscale
then now
then now
LOCAL@SCALE
Changing paradigm for engaging with shoppers

4. A GANNETT COMPANY
#localatscale
Dealing with a more complex path to purchase
AWARENESS FAMILIARITY CONSIDERATION PURCHASE
the path to purchase used to be clear and linear
display ad online
mobile
social
tv ad consult with friends buy in-storemagazine ad
digital has made it exponentially more complex
search

5. A GANNETT COMPANY
#localatscale
U.S. user data:
active users
195 million monthly
139 million daily
active users
Social as top opportunity for engaging shoppers
Trends to watch
• Mobile monetization
• Facebook ad exchange
• Social gifting/commerce
• Social search
Facebook accounts for 5 out of 6 minutes consumers spend on social networking
Source: Q3 2012 Facebook datat and comScore Media Metrix, U.S., December 2012
Share of Time on Social Networking Sites
Facebook
83%
Tumblr
6%
Pinterest
2%
LinkedIn
1%
Twitter
2%
Other
6%

6. A GANNETT COMPANY
#localatscale
New paradigm can mean real benefits
4x the reach
of print1
7% of the cost
of print2
10x return on
advertising spend3
1 Calculation based on NAA Circulation Report, 2011
2 Based on pre-print CPM of $80 and digital CPM of $6 average
3 Measured by Nielsen / Datalogix
4 Gartner, US Digital Marketing Spending Report, March 23, 2013
Digital marketing pays for itself –
> 40% of marketers report cost savings from replacing traditional tactics
with digital tactics – and 28% use those savings to reinvest in digital4

7. A GANNETT COMPANY
#localatscale
Targeting
through Local@Scale
Distribution
Turnkey Social
Activation
Measurement
SoLo
Delivery
National Local
Co-Op
The social amplification and distribution vision

8. A GANNETT COMPANY
#localatscale
The BLiNQ/Shoplocal Offering
There is currently an evolution of print to digital advertising
promotions, along with an increase of social influence on
consumer buying. Winning in this new reality requires a partner
with expertise along the entire social marketing spectrum.
Our solution offers integrated product data, shopper choice
data and the ability to target effectively. Then we make it easy
to deliver local@scale versioned social advertising. No other
solution enables you to reach and engage the right consumers
with the right products in their local market on Facebook as an
extension to print and digital circular marketing.

9. A GANNETT COMPANY
#localatscale
Engage Shoppers through
Unparalleled Social Amplification
The challenge and the opportunity
Ways to target
How SoLo delivery happens
How to measure impact
Q&A
#localatscale: join the conversation

10. A GANNETT COMPANY
#localatscale
Find audiences on Facebook

11. A GANNETT COMPANY
#localatscale
Target with data enhanced by social sources
1st Party Data
3rd Party Offline Data
Your Customer Data

12. A GANNETT COMPANY
#localatscale
Deploy predictive modeling
LiFT - Predictive Targeting
Likes & Interests:
Scored by Affinity & Opportunity

13. A GANNETT COMPANY
#localatscale
Identify the right audiences
Use audience validation to mitigate media waste before your ad spend
uncover audiences more likely to perform
Similarity
Opportunity
Topics and interests
tied to category
Product
Category
Top 500K topics and
interests
• Better targets
• Better performance
• Category topics
• Consumer insights

14. A GANNETT COMPANY
#localatscale
Uncover topics that resonate most
Scored: Good/Better/Best Topics and Interests

15. A GANNETT COMPANY
#localatscale
Leverage partner categories
Partner Categories
Third Party – Offline Purchase Behavior

16. A GANNETT COMPANY
#localatscale
Identify new categories on Facebook
Partner categories enable advertisers to reach users
based on offline behaviors

17. A GANNETT COMPANY
#localatscale
Create custom audiences
Custom Audience Targeting
Match CRM system emails on
Facebook – create look-a-like
targets off the same database

18. A GANNETT COMPANY
#localatscale
use your ideal customer… …to find lookalikes and spend-a-likes using social insights
Identify look-a-like audiences

19. A GANNETT COMPANY
#localatscale
Engage Shoppers through
Unparalleled Social Amplification
The challenge and the opportunity
Ways to target
How SoLo delivery happens
How to measure impact
Q&A
#localatscale

20. A GANNETT COMPANY
#localatscale
Utilize proactive insight to create relevant offers
Top wisdom of crowd scored products
103
127 176
212382
Which products are trending
with customers at the store
level now?
Which targets are most
responsive to that product?
382
382513
382412

21. A GANNETT COMPANY
#localatscale
Distribute Local@Scale social advertising
Automated
Platform
Top wisdom of crowd scored products for
automated ad creation
Geo Targeted
Offers
Shoplocal API
Automates complex campaign
planning, launch, management, optim
ization and insights

22. A GANNETT COMPANY
#localatscale
Mass Increase in Targeted Reach
Facebook complements and amplifies newspaper circulation
Sunday Newspaper CirculationOpportunity
Reach
594,620
Indianapolis Star
272,728
Sunday circulation
Amplify circular reach

23. A GANNETT COMPANY
#localatscale
Automated Dynamic Offer Distribution: Social Amplification
Inventory Feed
Radius
Targeting
Optimized
Reach
• Store specific offers
• Targeted at the zip code
level
• Based on wisdom of
crowds data
• Historical category
performance
• Leveraging LiFT category
targeting
Easily produce localized versions
API

24. A GANNETT COMPANY
#localatscale
ADD RIGHT RAIL OR NEWS FEED STATIC AD
Increase engagement with interactive ads

25. A GANNETT COMPANY
#localatscale
• Local@Scale
• Automated rotation of products
• Mobile messaging
• Enhanced reporting and
optimization
• Click to expand and interact
Increase engagement with dynamic ad units

26. A GANNETT COMPANY
#localatscale
• Short burst promotion
• Pulse during key shopping
periods
• New product launches
• Seasonal
Offer newsfeed engagement and interaction

27. A GANNETT COMPANY
#localatscale
Provide additional store support
New Store
Openings
Co-Op Programs Retargeting

28. A GANNETT COMPANY
#localatscale
Engage Shoppers through
Unparalleled Social Amplification
The challenge and the opportunity
Ways to target
How SoLo delivery happens
How to measure impact
Q&A
#localatscale

29. A GANNETT COMPANY
#localatscale
ROI is marketers’ top social challenge
Source: Awareness State of Social Media Marketing 2012
Measuring
ROI
Managing and
growing social
presence
Monetizing social
media
Integrating with
lead generation
and sales
Lack of sufficient
resources
57% 44% 34% 34% 33%
% of marketers

30. A GANNETT COMPANY
#localatscale
Highest FB conversion rates among CPG and retail
Source: Experian Marketing Services, April 2012
Facebook Ad Conversion Rate by Industry
CPG Retail Media Travel Entertainment Auto

31. A GANNETT COMPANY
#localatscale
Social touchpoints mean higher order size
$280
average order size
with social media
Social media ads along the purchase path drive highest value orders of any digital media
Source: A Guide to Market Leadership in 2012, A ClearSaleing
Online Advertising Study, February 2012
$135
average order size
with digital media

32. A GANNETT COMPANY
#localatscale
Ability to prove return on ad spend
‘‘One of the main reasons digital
advertising works for brands is that
more than 40% of the campaign ads
include price and promotion
incentives...which have been proven
to lift sales quickly when included in
other media.
‘‘
10x
return
on
spend
- Gian Fulgoni, Chairman of comScore
Source: Measured by Nielsen / Datalogix

33. A GANNETT COMPANY
#localatscale
Case study: Higher clicks, lower cost
+33%
-30%
increase in
CTR
decrease in
CPC
Fortune 100
retailer switched
to our real
time, automated
platform for a
3.2% rise in in-
store sales

34. A GANNETT COMPANY
#localatscale
Several options for measurement
Match/Market Test
Loyalty/Tender
Offer Redemption
Control vs. Test Analysis of Store Sales
Example Partners: APT, SymponyIRIGroup
Partner with third-party to leverage Loyalty
& Tender tracking to determine Facebook
Marketing impact on sales
Leverage Facebook Offer ads to drive
In-Store Only Coupon Redemption

35. A GANNETT COMPANY
#localatscale
Auto-generated, on-demand reporting available

36. A GANNETT COMPANY
#localatscale
Review today’s takeaways
• Understand the social amplification opportunity
• Identify and precisely target the most receptive
audiences using the latest social approaches
• Fully leverage your content assets in the social domain
• Deliver the right messages at the right place at the
right time along the social landscape
• Attribute in-store sales, ROI and cost savings to social
engagement

37. A GANNETT COMPANY
#localatscale
What’s next
You will receive an email with the presentation
and a recording of the webinar tomorrow.
To learn more about the trends
and solutions you saw today:
email: info@blinqmedia.com or info@shoplocal.com
on twitter: @blinqmedia or @localatscale
#localatscale