This document outlines recommendations for local media companies and digital agencies regarding mobile, social media, and location-based advertising. Some key points include: - Mobile advertising, especially location-based campaigns, represents a major opportunity for growth. - Popular platforms like Facebook, Instagram and Pinterest are hugely important for customer engagement and agencies should help clients strengthen their presence on these channels. - Service providers are in need of improved digital and social media strategies to raise their online visibility and profiles. - Healthcare is another sector that remains largely untapped on social media despite having large marketing budgets.

1. 30
Things
U
Need
2
Know
When
Selling
Social
&
Mobile
Presented
by
Nancy
Lane,
President,
Local
Media
AssociaAon
Shannon
Kinney,
Client
Success
Officer,
Dream
Local
Digital
September
11,
2014

2. Mobile
is
Going
to
Be
HUGE
• Mobile
will
be
a
$72
billion
business
at
maturity;
it’s
$5-­‐7B
right
now
(Greg
Stuart/
Mobile
MarkeAng
AssociaAon)
• By
comparison,
newspapers
were
at
$50
billion
at
their
peak
• Local
media
companies
must
develop
strategies
now

3. Mobile
Stats
Off
the
Charts
• The
average
person
looks
at
their
phone
150
Ames/day
(Greg
Stuart/Mobile
MarkeAng
AssociaAon)
• Average
teenager
sends
3,300
text
messages/
month
(Greg
Stuart/Mobile
MarkeAng
AssociaAon)

4. LocaAon-­‐Based
MarkeAng
–
Make
This
A
Priority
• 70%
of
consumers
will
share
their
locaAon
info
if
they
get
something
of
value
in
return
such
as
coupons,
rewards,
etc.
(Thrive
AnalyAcs)
• If
you
don’t
pay
aaenAon
to
locaAon
in
mobile,
you
will
get
passed
by
(Luke
Edson/YP)
• Geo-­‐conquesAng
is
a
new
opportunity
for
mobile
targeAng.
It’s
when
a
perimeter
is
set
around
a
compeAtor's
locaAon.
Ads
are
served
only
2
mobile
users
in
that
area.
(Thrive
AnalyAcs)

5. Mobile
Stats
Off
the
Charts
• The

6. Cox
Media
ER
Example
• The

7. RecommendaAon:
Start
Selling
LocaAon-­‐Based
Mobile
Ad
Campaigns

8. Mobile
Search
is
Undersold
• Search
is
moving
to
mobile
in
a
huge
way;
and
mobile
searches
result
in
more
sales
&
calls
to
acAon.
Digital
agencies
need
to
sell
more
mobile
search
campaigns
to
ensure
best
results
for
clients.
• Restaurants
represent
the
biggest
mobile
search
category
followed
by
retail
and
local
service
industries
(Luke
Edson/YP)

9. The
Jury
is
Out
on
Apps
• ESPN
shut
down
more
than
40
mobile
apps
to
focus
on
gehng
it
right.
Good
decision?
They
jumped
from
1
million
downloads
to
55
million.
They
are
behng
on
scale.
(JonPaul
Rexing/ESPN)
• Our
recommendaAon
to
local
media
companies:
focus
on
one-­‐two
really
great
apps
for
your
market.
Don’t
go
‘app-­‐crazy’!

10. Service
Categories
–
Huge
Oppty
4
Digital
Agency
Services
• Service
providers
need
our
help
more
than
any
other
category:
9
out
of
10
plumbers/
electricians/HVAC/etc.
have
no
social
presence;
well
over
half
of
them
don’t
have
a
website
and
of
those
that
do,
8
out
of
10
have
no
search
engine
visibility.
(Neal
Polachek)
• RecommendaAon:
sell
packages
to
these
targets
using
an
inside
sales
team
at
price
points
of
$300/month
or
less
(annual
contracts
required).

11. Service
Categories
–
Need
Help
w/
Web
Presence;
Social;
Mobile

12. Healthcare
–
Huge
Opportunity
Area
4
Social
Media
• Only
26%
of
hospitals
&
healthcare
organizaAons
are
employing
social
media
in
their
markeAng
plans.
Huge
opportunity!
(Maa
Baldwin/Borrell)
• Assign
a
specialist
on
your
team
to
handle
healthcare;
they
should
become
a
subject
maaer
expert.
Hospitals/healthcare
organizaAons
have
large
budgets.

13. Facebook
Rules
When
it
Comes
2
Social
Media
• 152M
using
Facebook
every
day
in
the
U.S.
&
Canada;
127
M
are
accessing
it
via
a
mobile
device
(Ted
Zagat/Facebook)
• 22%
of
all
Ame
spent
on
mobile
is
spent
on
Facebook
and
Instagram.
Wow!
(Ted
Zagat/Facebook)
• 1.5
million
SMBs
are
adverAsing
on
Facebook
on
a
monthly
basis;
30
million
have
Facebook
pages
(Ted
Zagat/Facebook)
• All
of
ESPN’s
events
are
hosted
on
Facebook
instead
of
their
own
site
(including
info
on
event/registraAon/etc.)
–
as
a
result
their
aaendance
has
been
much
higher
(JonPaul
Rexing/ESPN)

14. ESPN
–
All
Events
Go
Thru
FB
Fantasy
Football
Event
Example

15. Facebook
RecommendaAons
• Digital
agencies:
clients
must
have
a
good
presence
on
FB;
they
need
our
help!
• Media
companies
need
to
effecAvely
use
this
platorm
in
more
engaging
ways
• Consider
managing
your
events
through
FB
(if
a
big
brand
like
ESPN
is
doing
it
w/
beaer
results
than
their
own
sites,
that
speaks
volumes!)

16. Maximizing
Social
Media
Results
• Photos
and
videos
give
your
social
posts
a
60%
liu
(Shannon
Kinney/Dream
Local
Digital)
• Content
that
is
different
and
quirky
gets
noAced
on
social;
you
need
to
get
creaAve
if
you
want
to
go
beyond
likes!
(Shannon
Kinney/Dream
Local
Digital)
• Clicks
don’t
maaer;
if
that’s
what
you
are
measuring
you
are
not
serving
your
client’s
best
interest
(Ted
Zagat/Facebook)

17. What
2
Know
Re:
Instagram
• Instagram
has
over
60
million
photos
uploaded
every
day
(PJ
MacGregor/Instagram)
• Exclusive
content
on
Instagram
maaers/consumers
expect
to
see
something
different.
Huge
opportunity
for
SMBs
and
media
companies
to
engage
with
their
communiAes.
(PJ
MacGregor/Instagram)
• Digital
agencies
should
incorporate
Instagram
into
their
social
media
offerings;
media
companies
should
also
be
using
this
platorm
in
a
big
way

18. What
2
Know
re:
Pinterest
• Pinterest
has
60
million
users;
75%
access
the
site
via
a
mobile
device;
70%
of
users
are
women
but
male
audience
is
growing
(Joel
Meek/Pinterest)
• Pinterest
has
launched
an
ad
beta
program.
Want
to
parAcipate?
Go
to
ads.pinterest.com
to
sign
up.
(Joel
Meek/Pinterest)
• Working
with
SMBs
on
their
Pinterest
strategy?
Inspiring
pinning
directly
from
their
website
is
criAcal
to
success.
Also
be
sure
to
use
Pinterest
analyAcs
to
measure
results.
(Joel
Meek/Pinterest)

19. LinkedIn-­‐
2
RecommendaAons
• Thought-­‐leader
status
w/
LinkedIn’s
publisher
tool
–
coming
soon
for
all
LI
users!
• Sales
Navigator
–
new
prospecAng
tool
from
LinkedIn
–
will
shiu
sales
from
cold
calls
to
social
selling.
To
build
relaAonships
today,
you
need
to
be
focused,
informed
and
trusted.
(Lutz
Finger/LinkedIn)

20. LinkedIn
Publisher
Tool

21. Goodbye
Cold
Calling…Hello
Social
Selling

22. Nancy’s
Top
RecommendaAons
1. Start
selling
locaAon-­‐based
mobile
adverAsing
–
highly
targeted,
great
results
for
your
clients
2. Develop
specific
business
plans
for
service
categories
and
healthcare
3. Tap
the
power
of
LinkedIn
for
lead
generaAon
and
to
develop
thought-­‐
leader
status
4.
Develop
a
separate
business
plan
for
social;
lead
agency
calls
w/
social
offerings

23. Shannon’s
Top
RecommendaAons
1. Publishers
no
longer
have
the
luxury
of
not
recognizing
the
power
of
social
and
mobile
platorms
for
their
businesses
OR
their
adverAsers.
Don’t
be
leu
behind
2. Strong
partnerships
on
the
digital
agency
side
can
lead
to
real
business
transformaAon
3. Many
challenges
Publishers
face
are
more
about
sales
training,
skills
development
and
proper
prioriAzaAon
and
incenAves
vs.
technology
4. AdopAon
and
prioriAzaAon
must
come
from
the
top-­‐down,
empower
middle
managers
to
execute
5.
Invest
in
lead
generaAon

24. QuesAons?
Nancy
Lane
nancy.lane@localmedia.org
@localmediarocks
(843)
390-­‐1531
Shannon
Kinney
shannon@dreamlocal.com
@shannonkin
(207)
593-­‐7665