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Local + Social
The Future of Promotion
Benu Aggarwal
benu@milestoneinternet.com
www.milestoneinternet.com
http://blog.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/milestoneinc
http://bit.ly/nZDp7M
www.milestoneinternet.com blog.milestoneinternet.com
Agenda
1. Your ultimate goal
2. NAP optimization and search funnel - how social and local tie together?
3. Social & local Interaction potential - why, how and who?
4. Integrating local and mobile - connect with local offline customers
5. Which channels and how? - step by step social local marketing plan
6. Leveraging hyperlocal channels to target ultralocal customers
7. Cross channel optimization and integration
8. Social media analytics - tracking returns across all channels
9. Appendix – local search
www.milestoneinternet.com blog.milestoneinternet.com
Milestone at a Glance
Mission
Founded
Location
People
Products
Customers
Driving Reservations for the Lodging Industry on
the Internet
1998
HQ - Santa Clara, CA (Silicon Valley)
Sales Offices – US, Mexico, India
100 Employees
Website Design, SEO, PPC, Social Media
Optimization, Social Media Monitoring Tools
1000+ Customers
Your Ultimate Goal
1
www.milestoneinternet.com blog.milestoneinternet.com
Saturating all search engine buckets
ideal scenario for any platform
1
NAP Optimization and
Search Funnel – How Social
and Local Tie Together?
2
www.milestoneinternet.com blog.milestoneinternet.com
Consistent NAP and Message Across
All Channels
Website
Local
Social
Blog
Reputation
Management
Facebook/
Twitter
Multimedia
Youtube/Flickr
Hyperlocal
SEO
Organic
Directory
Links
Paid Search
IYPs
Map
Search
Google
Bing Places
Facebook
Places
Local
Citations
Name
Address
Phone Number
Mobile & PC
2.1
www.milestoneinternet.com blog.milestoneinternet.com
Milestone Marketing Funnel
Social
Web/Mobile
LocalBooking
2.2
www.milestoneinternet.com blog.milestoneinternet.com
Social Interactions – Why it might not work?
Social & Local Interaction
Potential – Why, How, and Who?
3
www.milestoneinternet.com blog.milestoneinternet.com
1. Why connect?
2. Who to connect with?
3. How to connect?
4. Find out what are
your target audience
taking about, which
channels they are
socializing on.
5. Create social media
marketing plan
6. Set up well define goals
Social & Local Interaction Potential
– Why, Who and How
3.1
www.milestoneinternet.com blog.milestoneinternet.com
Why Connect?
 Search queries for
events/attractions are
much higher than for
your business (hotel)
 Talking about these
events/attractions
connects you with users
searching for them
Keyword
Global Monthly
Searches
san antonio river walk 201,000
san antonio hotels river walk 49,500
henry b gonzalez convention center 3,600
gonzalez convention center 4,400
henry b gonzalez convention center hotels 320
six flags tx 165,000
six flags fiesta 40,500
six flags fiesta texas hotels 390
sea world san antonio 165,000
sea world san antonio hotels 9,900
alamodome 22,200
alamodome hotels 880
3.2
www.milestoneinternet.com blog.milestoneinternet.com
Who to Connect With?
 Major attractions are active in social channels. These attractions/
businesses are driving 80% of the traffic to the websites.
Attraction Facebook Twitter YouTube
San Antonio CVB 40 fans 7,531 followers 50 videos, 175k views
Six Flags Fiesta 73k fans 25k followers 74 videos, 600k views
Sea World San Antonio 27k fans 4k followers 127 videos, 1.1M views
San Antonio Medical Center 600 fans 300 followers
Lackland Air Force Base (AFB) 2500 fans 300 followers
San Antonio River Walk 1000 fans 450 followers 2 videos, 150 views
San Antonio Airport 900 fans, 34k check-ins 800 followers
AlamoDome 2000 fans 200 followers
Schlitterbahn Water Park 10k fans 1700 followers 15 videos, 136k views
Gruene Hall 112k fans 3,600 followers
3.3
www.milestoneinternet.com blog.milestoneinternet.com
How – What are people talking on the
twitter?
 Connect with San
Antonio visitors – turn
them into evangelists
 Respond to direct
questions about great
places to stay before
your competition does
 Connect with
organizations that give
awards and recognition
3.4
www.milestoneinternet.com blog.milestoneinternet.com
How - Facebook Networking
Put your messages on other Facebook pages to increase your reach
3.5
www.milestoneinternet.com blog.milestoneinternet.com
How - Twitter Networking
 Connect with other users via @mentions and keyword
targeting.
3.6
www.milestoneinternet.com blog.milestoneinternet.com
How - Hyperlocal Targeting on Facebook
• Avoid overloading your
fans’ newsfeeds by only
sending them targeted
relevant information.
• Segment your posts by:
• Country
• State
• City
• Language
3.7
www.milestoneinternet.com blog.milestoneinternet.com
How - Explore Local Trends on Twitter
• Search.twitter.com is an extremely
useful tool
• Don’t wait for users to come to you
• Explore discussions that are
happening in your target markets
• Insert yourself into those existing
conversations in a productive
manner – add to the discussion,
don’t just sell
• Raise awareness of your brand in
regions that are difficult to reach with
other forms of marketing
• Create content (blog posts) around
trending topics and relate them to
your business
3.8
Article picked up by Hospitality Net
www.milestoneinternet.com blog.milestoneinternet.com
Geo-tagging Images and Videos
Geo-tagging images and Video helps in connecting with local customers.
3.9
Integrating Local and Mobile –
Connect with Local Offline Customers
4
www.milestoneinternet.com blog.milestoneinternet.com
Integration of Local & Mobile
Using QR codes to convert local users to mobile users
4.1
www.milestoneinternet.com blog.milestoneinternet.com
Reviews
Encourage users to write reviews
about the property.
 Google improves search results
by collecting user reviews about
the listing which are available on
the web.
 Encourage users to write reviews
or blog about the business.
Connect all the reviews sites,
Hotpot site from your site.
 Leverage your site, Google
Hotpot and reviews site specific to
your vertical and gather reviews
from users.
4.2
Which Channels and How?
Step-by-step Social Local
Marketing Plan
5
www.milestoneinternet.com blog.milestoneinternet.com
Promotion Overview
Social Media
Platform
Social Media
Platform
Twitter
YouTube
Flickr
Facebook
Create Profiles
Overall Strategy
1.Improve SERP domination
2.Create brand awareness
3.Provide direct interaction
opportunities
4.Drive traffic and bookings
Specific Actions
1.Create calendar to socialize
2.Stay engaged and active
3.Network with influential users to
increase reach of client messaging
5.1
www.milestoneinternet.com blog.milestoneinternet.com
• Number of
Fans/Followers
• Fan Engagement
• Fan Activity
• Traffic Conversions
• Booking Conversions
• Status Update
• Seasonal Promo
• Specials&
Giveaways
• Events
• Photos
• Videos
• Establish Priority
• Understand Competition
• Channels and Market
• Custom URLs
• Unique Selling Points
• Events/Promotions
• Attractions
• Local Organizations
Your Social Media Process – Planned Strategy
Competitive & Market AnalysisCompetitive & Market Analysis
Perform Research & Create Social Marketing StrategyPerform Research & Create Social Marketing Strategy
Design Channels and Push LiveDesign Channels and Push Live
PromotePromote
Training ProcessTraining Process
SupportSupport
Measure ROIMeasure ROIReviewReview
Creates CalendarCreates Calendar
1
2
3
4
5
6
5.2
www.milestoneinternet.com blog.milestoneinternet.com
 Research the local area and find out hot topics on social media
 Develop Content Calendar around events and things to do in local market
 Goal – have handy list of things to socialize about and social profiles remain active
Content Calendar – Tool help in managing social interaction
5.3
Leveraging Hyperlocal Channels
to Target Ultralocal Customers
6
www.milestoneinternet.com blog.milestoneinternet.com
Hyperlocal
What is Geolocal / Hyperlocal Channels?
• Helps in verifying accurate and consistent location information for any business
• Promoting Businesses in their very own local online community
Why?
• Helps build relevance in organic SERP
results and local search results
• Captures considerable long-tail local
search traffic
• Connects with residents of a particular
area with highly targeted and locally
relevant content
• Rewards customer loyalty
• Generates new customers
• Engages users in conversations
6.1
www.milestoneinternet.com blog.milestoneinternet.com
Hyperlocal
Which Channels?
• Social Media provides an ideal platform to
build a Hyperlocal presence and reward
users for connecting /engaging with you
Facebook Places (mobile) 200+ million users
Foursquare 4+ million users
Gowalla 500,000+ users
SCVNGR 500,000+ users
Yelp 50+ millions users
How?
• Create account, claim and verify the hotel
location
• Set up special deals to encourage user
participation
• Enable guests to check-in on site
• Post a check-in message and monitor user
analytics
Results
6.2
www.milestoneinternet.com blog.milestoneinternet.com
Hyperlocal FlowChart
Search for hotel place listing - Claim the listing with most check-ins
Clean listings, merge all duplicates
Create campaigns or special offers and monitor performance
6.3
www.milestoneinternet.com blog.milestoneinternet.com
Create a Special Campaign or Deal:
1.Select the type of special
2.Define when the special should unlock
3.Select an offer
Four Square - Listings6.5
www.milestoneinternet.com blog.milestoneinternet.com
Tailor your campaigns to maximize :
1.Add information about the venue
2.Add tags
3.Add categories
Four Square - Listings6.6
www.milestoneinternet.com blog.milestoneinternet.com
Check Venue Stats
Reach, Usage Stats
Four Square - Listings
Campaign Stats
6.7
www.milestoneinternet.com blog.milestoneinternet.com
Four Square – Listings & Results
 6 users check in everyday on an average.
 Missing out on promotion.
 Run active campaigns, offer specials and deals
 Target these opportunities by offering a special
promotion.
6.8
Business can connect and engage by offering
special offer
www.milestoneinternet.com blog.milestoneinternet.com
Become a Local Expert on Foursquare
Business Pages
• Claim and optimize your listing so
people can find your business
• Create a new Foursquare Business
Page
• Leave tips about local
attractions, hot spots, eateries,
etc
• Show your knowledge of the
area and share how you add to
that in the tips
• Be visible when Foursquare
users Check-In to places
around you
• Build a list of loyal followers
interested in your tips
6.9
www.milestoneinternet.com blog.milestoneinternet.com
Facebook Places – Claimed Listing6.10
www.milestoneinternet.com blog.milestoneinternet.com
Gowalla – Claimed Listing6.11
Cross Channel Optimization
and Integration
7
www.milestoneinternet.com blog.milestoneinternet.com
Cross
Optimization
3
Tools
SQR reports
Webmaster
Local data
Real Time search
Analytics
Mobile
Website,
Mobile,
Promotion
1
Local
Google
Place, Bing &
Hyperlocal 2
Organic
Website,
Emails, PR
3
Social
Media
Marketing
Facebook, Blog,
Youtube, Flickr
4
Paid
Search
Facebook,
Google, Content,
Display
Cross Optimization: Channels and Tools7.1
www.milestoneinternet.com blog.milestoneinternet.com
Cross Optimization of Social & Local
Bing Local Google Places
7.2
www.milestoneinternet.com blog.milestoneinternet.com
Social Integration
 Why Integrate? Facebook and
Twitter effect search rankings
on Google and Bing.
1. Linking to all social channels
from home page
2. Facebook Like buttons on key
pages (home, package,
manager’s special) to encourage
social sharing
3. Integration of SEO relevant
social sharing buttons on all blog
posts
1
2
3
7.3
Social Media Analytics – Tracking
Returns Across All Channels
8
www.milestoneinternet.com blog.milestoneinternet.com
Key Performance Indicators for Social Media7.4
Channel
Views
Connections
User
Engagement
Social Media
Referrals
Social Media
Conversions
Broadcasts
to Build
Engagement
1
2
3
4
5
6
www.milestoneinternet.com blog.milestoneinternet.com
Creating Links
 Embed URLs in descriptions to drive traffic to hotel website
8.2
www.milestoneinternet.com blog.milestoneinternet.com
Blog – Social Sharing Impact8.2.1
1. Facebook traffic increased
by 13k% over the previous
5 months
2. Facebook is now the #1
source of traffic
3. Google organic traffic
increased 87% over the
previous 5 months
www.milestoneinternet.com blog.milestoneinternet.com
Key Takeaways
1. Define your goals, your target audience, know where they are and how
you can connect with them
2. Understand social / local search funnel and remember to optimize NAP
across all the channels
3. Create well define marketing plan
4. Engage in conversations and leverage social /hyperlocal channels to
target ultra local customers
5. Cross channel optimization and integration
6. Always remember to track returns across all channels
www.milestoneinternet.com blog.milestoneinternet.com
Thank You
Questions?
Benu Aggarwal
benu@milestoneinternet.com
www.milestoneinternet.com
http://twitter.com/milestonemktg
http://www.facebook.com/Milestoneinc
http://bit.ly/nZDp7M
Appendix
www.milestoneinternet.com blog.milestoneinternet.com
Example of 100% Local Enhancement
1. Site URL
2. Categories
3. Hotel Details
4. Site powering reviews
5. Reviews
6. Photos and Video
1.
2.
6.
5.
4.
3.
www.milestoneinternet.com blog.milestoneinternet.com
Best Practices – Google Places
 Validate and Enhance Google place listing. Claim and delete duplicate listings.
 Use exact business name as it is on maps & real world. Do not add additional
keywords in the title of the listings.
 Proper Use of Categories. Do not add random categories. See which categories are
recognized by google in that location.. Use 7 pack help finding in relevant categories.
 Reference Social Media Profiles. Add as many photos / videos as possible. (Owner/
User created video on You tube)
 Fix incorrect marker location. Add coupons, Google Map and tags
 Include keywords and geomodifiers in “Additional Details”
 Multiple businesses are at the same location and getting citation to different URL
- Claim /enhance listing separately for each business. Try to differentiate business by
adding suite number or changing location on the map
www.milestoneinternet.com blog.milestoneinternet.com
Google Local Optimization
www.milestoneinternet.com blog.milestoneinternet.com
 What we shouldn’t do with Google Local
1. Use agency email address to claim / enhance listings
2. Alter the Business name
3. Adding Keywords to Business Name and Categories
4. Use Geo-modifiers in categories
5. Use 800 phone number for the hotel
6. Duplicate Listing
Things to avoid
www.milestoneinternet.com blog.milestoneinternet.com
Google Tags
www.milestoneinternet.com blog.milestoneinternet.com
Best Practices - Local Search
 Enhance Local Listings
 Description written keeping Local and Regional Factors in mind
 Check if your website is optimized for Local Search?
 Consistent Information – IYP’s, Business & Travel Vertical
 Securing Valuable Local Citations / Listings
 Custom Local PPC Campaign
 Google eMaps Tagged with Local Attractions
 Promotion - Wikipedia Profile, Real Time Search and use of
social channels to promote / network locally
www.milestoneinternet.com blog.milestoneinternet.com
Lodging Industry Educator
 Hospitality Industry Internet Marketing Educator
 AHLA Pushing Your Profits Series, CLIA, AAHOA, Best Western,
Wyndham, Eye for Travel, HFTP, HITEC, HSMAI, PhocusWright, State
Associations, Brand Coops, Regional Meeting, Cornell University, SJSU
 Over 100 Educational Sessions Conducted in 2009 for brands,
Management Companies, State Associations, College Universities
 “From Hotels to HTMLs”
 Hotel Internet Marketing Handbook for GMs and Managers
 Best Western International, Wyndham (Wingate Inn) franchisees. Used
as a text book in San Francisco State University
 3rd
Edition Launched in Mar 2010 jointly with AHLA Education Institute

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Local + Social | The Future of Promotion - SES 2011

Editor's Notes

  1. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  2. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  3. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  4. Proposed Changes for CMS Moderation / Preview Module Update in site map when ever we update pages 404 page friendly to search Template backend and front end change -Change Template structure – title, Hi, H2, image names, anchors, - search friendly - add hcard for footer - Add place for social icons Clean up footer and layout -Clean out layout for local favorite - Page for video and maps
  5. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  6. How did milestone show up ?
  7. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  8. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  9. Add Hy[erlocal – foursqure and facebook places
  10. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  11. Picture
  12. Add logo for Facebook Places
  13. Please fix number
  14. Take Out Hyatt Regency Orange County
  15. Show Milestone Business Page Leaving comment here
  16. Highlight Checkins and twitter and bily integration
  17. Add tracking
  18. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  19. Add another channel brand
  20. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  21. Take out name of the
  22. Create this as the last slide.. Thanking
  23. Benu Aggarwal[email_address]www.milestoneinternet.com http://twitter.com/milestonemktghttp://www.facebook.com/pages/Milestone-Internet-Marketing/34279901757
  24. Take new JPG from Justin and please add arrows as I explained 1Enhanced profiles in map search 2. Accurate listings of business in main data providers and Internet Yellow Pages 3. Securing links from relevant local sites 4. On-page optimization based on local search 5. Quantity of Reviews
  25. Add slide on custom local ppc
  26. Add Red box liable social media in jpg 3
  27. Add slide on custom local ppc
  28. Foil #7