SoLoMo: Best Practices & Tips for Social, Local & Mobile

An Introduction to SoLoMo
Social Local Mobile: A virtuous circle of consumer usage and value

Mobile increases time
available for social activity

Social networks give viral
capability to local deals
Social Mobile enables consumers to
engage at the point of sale

Local Mobile
Location features
core to most of Mobile makes Local
mobile usage more useful

© Fathom SEO, LLC, All rights reserved 2012

Social Media


Social Media: Overview
 Social media isn’t a fad. It’s a revolution.

 Social media penetration keeps growing across different age groups.

 Social media has real business value.

 Social media conversations actively influence purchases.


Social Media
Pinterest drives more referral traffic than Google Plus, LinkedIn and
YouTube combined.


Facebook: Overview
 Facebook has a massive & highly engaged audience.

 Facebook is effective for B2C customer acquisition.

 1 out of every 7 minutes online is spent on Facebook.
 Source: ComScore, December 2011

 Facebook has become the preferred way of sharing content, second
only to email (for now).
 Source: Chadwick Martin Bailey, September 2010


Facebook: Tips for Beginners
 Keep your messages short.

 Video-sharing tends to do well.

 Great for facilitating existing relationships.

 Help your users look cool.


Facebook: Intermediate Tips
 Friday, Saturday and Sunday are high-sharing days.

 Keep your messages direct: nouns and verbs get more sharing than
adjectives and adverbs.

 Food-page mentions get lots of "likes.“

 Entertainment is big: movies/TV/book pages get lots of "likes."


Facebook: Advanced Tips
 Survey audience profiles and wall activity for analysis.

 Avoid boring words; they repel fans.

 Articles with digits are shared a little more than those without.

 Don’t talk about Twitter on Facebook (different audience).


Twitter: Overview
 Virtually everyone has heard of Twitter. Not everyone is using it (yet).

 Twitter users are young, smart, affluent and tech-savvy.

 Twitter + Business = $$$

 Twitter plays an active role in purchasing decisions.

 More than ½ of active Twitter users follow companies, brands or
products on social networks.
 Source: Edison Research, 2010


Twitter: Tips for Beginners
 Great for creating new relationships.

 Interact with your followers.

 Curate: Share industry knowledge/news.

 Video-sharing is not ideal (use Facebook instead).

 Avoid being too self-referential.


Twitter: Intermediate Tips
 Follow your audience back to see what they’re talking about and take
part in the conversation.

 Don’t push followers to buy; get them engaged with the brand and let
them decide to buy.

 Use Twitter’s search function to locate keywords, answer questions,
and discover hot topics.


Twitter: Advanced Tips
 Weekends and afternoons get the most re-tweets.

 If your goal is re-tweets, 4:00 PM is the best time of day.

 Get in front of users who are in your target market but may not be
following you.

 When designing a profile background, consider the following:
 Twitter’s new interface width is 1040 pixels.
 40 pixels are always visible on the sides if the window is sized down
completely.
 Use between 40-200 pixels for the left sidebar. Depending on the screen
resolution and monitor size of the viewer, more or less of the sidebar on
either side will show.


Pinterest: Overview
 Unprecedented user growth

 High usage

 Young, female, relationship-centered demographic

 Defined interests

 Unlimited future opportunities


Pinterest: Best Practices & Tips
 Use images that appeal to your customers

 Create boards around your products and services

 Link your images back to your website

 Create fun boards to engage your followers

 Link to Twitter and post to your Facebook page


LinkedIn: Best Practices & Tips
 Start a company page with product/service tabs

 You must use a unique email domain when creating a new Company
Page. If a subsidiary doesn’t have its own email domain, you can
include its name and any relevant information as part of the
"Description" section on the parent’s Company Page.

 Incorporate content from your company blog and/or Twitter stream.

 Use LinkedIn’s badges to encourage your followers in other channels
to follow your company profile.

 Use LinkedIn Answers to start a threaded question or respond to a
posted question.


Local Search


Local Search: Overview
Local search optimization is a crucial strategy for businesses that rely on
customers in a specific geographic location.

 3 billion searches each month are for local-based keywords
 Source: Google, SXSW 2011

 90% of smartphone users search for local information on their phones
 Source: Pew Research Center, 2011

 40% of all Google Maps traffic is from mobile phones
 Source: Google, SXSW 2011


Local Search: Marketing Tips
 Get listed on Google+ Local and other local business directories

 Encourage user reviews – good or bad

 Create check-in offers on Foursquare and Yelp

 Get links from local sources and look for guest blogging opportunities

 Partner with and/or


Local Search: Marketing Tips
 Wrap your event listings and address in rich snippets

 Carefully select and use specific local keywords on your website.

 Use local phone numbers instead of toll-free numbers

 Strengthen local AdWords campaigns with ZIP code targeting


Mobile


Mobile: Overview
 53% of American consumers use their smartphones to access search
engines at least once a day.
 Source: Google and Mobile Marketing Association Survey

 Mobile searches have grown by 400% since 2010.

 By 2013, more people will use their mobile phones than PCs to get
online.
 Source: Gartner, 2010

 There will be one mobile device for every person on Earth by 2015.
 Source: Cisco, 2011


Mobile: Overview
Mobile users want to connect with the businesses in their local area.

Sources: Google “The Mobile Movement: Understanding Smartphone Users,” 2011


Mobile: Tips to Reach Mobile Customers
 SMS Marketing
 90% of text messages are read within 3 MINUTES of being delivered.

 Google AdWords “Call Only” campaign targeting smartphones

 QR Codes

 Social Media & Check-In Offers


QR Codes
There are three conditions impacting QR Codes that are completely
outside the scope of control of those who wish to deploy QR Codes.

 The device that is scanning the QR Code with it’s own unique optical
and photographic capabilities.
 The operating system on that device with it’s own unique behavioral
characteristics.
 The QR Code reader application that is being used.

The only opportunity you have to impact the success or
failure of a QR Code is to assert yourself over the only
variable you can directly control and that is the QR Code
itself.


Get Your Own Mobile Site Now
GoMo and DudaMobile have partnered to help you make your desktop
website more mobile-friendly. Further customize your new site if you’d like,
and then go live with a single click.

 Professional templates and free hosting
 1 year Premium Service for FREE* (value of $108)
 No need to submit payment details – No strings attached.
 Unlimited Email & Phone Support

Visit http://gomo.dudamobile.com/

*Duda Mobile Premium service is free for a year. After the free period you can sign up to continue for $9/month, however
there is no obligation to do so. Flash sites, framesets & e-commerce sites cannot be converted at this time.


Thank You!
Jonathan Levey
jlevey@fathomdelivers.com

@jlevey
@FathomOnline


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