PREPARED FOR //

SES CHICAGO 2012

ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES

A DIGITAL MARKETING PARTNER BUILT TO INCREASE YOUR BRAND’S FINDABILITY AND PERFORMANCE.

Through strategic design, search marketing expertise, social media optimization and the application of analytics, we increase your brand’s findability to raise awareness and generate response across all digital platforms. Whether your goals include lead generation, engagement or commerce, our team of analysts, strategists and creative technologists will design a customized campaign to optimize your brand’s findability and maximize your return.

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AGENCY HISTORY

Founded in 1999 and located in the heart of Denver, Location3 has a staff of 75

full-time employees who service global, national and local brands. More than

half of our client base has worked with us for at least three years, as we

improve the findability and performance of every client with whom we partner.

Industry Recognition

Denver Business Journal #1 Ranked Agency (2012)

Denver Business Journal Best Places To Work (2007, 2009, 2012)

Inc. 5000 Top Company (2007, 2008, 2009, 2010, 2011)

DMA International ECHO Award Winner (2007, 2008, 2010)

Business Marketing Association Gold Key Award Winner (2007, 2011)

Search Engine Strategies Award Winner (2008)

OMMA Online Creativity Award Winner (2009)

American Marketing Association Peak Award Winner (2007, 2008, 2009, 2010)

Telly Award Winner (2011)

Top 50 Colorado Companies To Watch (2010)

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FINDABILITY EXPERTS

1 of only 19 agencies in the U.S. awarded both Google Analytics and Website Optimizer/Content Experiments certifications  

1 of only 9 agencies in the U.S. awarded Microsoft AdExcellence “Preferred Agency” status 

 

1 of only 24 agencies in the U.S. designated as a certified Google Tag Manager Partner

 

1 of only 16 agencies** worldwide awarded Google AdWords Premier SMB Partner status

 

**Certifications as of November 1, 2012 **This certification is held by Local Search Traffic (LST), a division of Location3 Media.

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SPECIALIZING IN LOCAL DIGITAL MARKETING SOLUTIONS

Location3 provides local store digital marketing(LSDM) to over 100,000 multi-unit retail and franchise locations nationwide, ensuring the seamless and efficient integration of corporate and store level digital marketing strategies.

LSDM Solutions

•  Local Map Listings

•  Franchisee PPC Management

•  CMS for Local Store Websites and Landing Pages

•  Local SEO •  Location-Based Check In Services

•  Online Review Management

•  Mobile Marketing

•  Social Media

•  Local Call-Tracking and Analytics Platform

•  On-Demand Reporting Dashboard

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ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES PRESENTATION AGENDA

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TODAY’S FOCUS

64% of internet users perform local searches 67% of consumers research online reviews of local businesses before making a purchase 88% of mobile searchers take action within the same day A social media post from a local business reaches 5x the percentage of fans as a corporate post What do these stats mean for your business? They mean that you can no longer view social media, local search and mobile marketing in isolation.  

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TODAY’S TAKEAWAYS

•  Tips and best practices for reaching and engaging on-the-go consumers through their mobile devices •  How to structure and optimize local pay per click campaigns to meet your online goals

•  Utilizing display and retargeting for local products and services

•  Insights on new Google+ Local pages, how they differ from Google Place pages and how local businesses should manage data on these pages

•  How to develop localized content and engagement strategies to leverage social media •  How to integrate campaigns and provide a consistent user experience and message across all platforms

•  Methods and tools for measuring performance and impact of social, local and mobile marketing efforts

•  Industry insights and trends to predict and prepare for future initiatives in local, social and mobile

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ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES THE PATH TO PURCHASE

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FROM FINDABILITY TO PERFORMANCE THE TRADITIONAL PATH TO PURCHASE

Interest Intent Research Recommendation Validation Decision

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Consumer-directed vs. Brand-directed

Leverages the transparency of the market

Fluid vs. linear

Guidance from multiple sources

Input and validation from social graph

Predisposed before ever engaging a salesperson

TODAY’S PATH TO PURCHASE

THE BRAND OPPORTUNITY: Utilize content and calls to action to proactively inform, support and shape the buyer’s journey.

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Input

Brands

Intent Communities

Retail

Discovery

Friends Content

Validation

Authorities

Decision

Interest

Research

Content

Content

Content

Content

Content

The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.

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SHAPING THE PATH TO PURCHASE

Mindset

What are they thinking and

feeling at each specific stage

along the path?

Need

What are both the emotional and rational

requirements that must be

fulfilled at each specific stage

along the path?

Source

Where and to whom are they

going to for information and support at each specific stage

along the path?

Medium

What is the best channel and

format in which to connect with them at each specific stage

along the path?

Message

What is the most relevant

and compelling message to

deliver at each specific stage

along the path?

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CONSUMER PROFILE SUSAN

•  Working professional •  35 years old •  Married •  Two children •  First time homebuyer

Needs: Susan recently purchased a new home with her family and needs a variety of furnishings for her new house.

Photo Source: http://www.flickr.com/photos/76266195@N08/6976098794/

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BUSINESS PROFILE “AEKI”

•  Large home furnishings store •  Uses traditional and digital advertising •  eCommerce website •  Local landing pages •  Mobile website •  Mobile app •  Claimed and verified all locations online

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CONCEPT

We are the digital marketing agency for Finnish home goods super giant AEKI (ay-kee). We will follow Susan through the buying process from Interest to Decision and beyond, demonstrating how different marketing techniques played a cohesive role in her path to purchase. The campaign to promote this interactive content encompasses many media channels in developing a path to purchase for the target audience.

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ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES SUSAN’S PATH TO PURCHASE

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SUSAN’S PATH INTEREST

•  Searches “home decorating ideas”

•  Finds a blog on home decorating that

was shared by a friend

•  Notices several products in the blog post that catch her eye

•  Notices content from AEKI blog that was reposted by her friend and linked to

AEKI site

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AEKI – Decorating, Indoor Rooms, Organizing Ideas www.aeki.com/ Share

AEKI – Decorating, Indoor Rooms, Organizing Ideas www.aeki.com/ Share

MARKETING STRATEGY INTEREST

•  AEKI creates blog on website with content optimized for the phrase “home decorating ideas”

•  Content features various products from AEKI

•  Content also features information and helpful tips for home decorating

•  Content shared on Google+ and other social channels

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SUSAN’S PATH INTENT

•  Searches “home decorating on a budget” on Google

•  Sees a post from AEKI shared via Twitter due to it being linked on their Google+ page

•  Decides to follow AEKI on Twitter

•  RTs the post to her followers

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MARKETING STRATEGY INTENT

•  Created Google+ corporate page for AEKI, added links to other social media channels on Google+ page and created and a content calendar

•  Google is using Google+ as portal to all social channels, and ranking content based on social signals

•  Content is posted regularly including sharing content posted by similar companies and original content

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MARKETING STRATEGY INTENT

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MARKETING STRATEGY INTENT

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MARKETING STRATEGY INTENT

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SUSAN’S PATH RESEARCH

•  Searches “decorative area rugs”

•  Finds a paid ad for AEKI in the top listing featuring a discount and free shipping in ad copy

•  Clicks through to an AEKI landing page specifically for “decorative area rugs”

•  Browses content and notes a few favorites before returning to her search

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MARKETING STRATEGY RESEARCH

•  Actively managed paid search campaign to maximize budget and develop comprehensive keyword lists

•  Identified opportunity for keyword phrase

“decorative area rugs” in specific geo regions through tools like Google Analytics or your internal sales databases

•  Structured their AdWords campaign for “Rugs” to only show up in certain regions

•  Wrote ad copy to appeal to specific geo-regions

•  Developed landing page specifically for “decorative area rugs” to decrease consumer bounce rate on-site

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Age group defines how users search for local businesses: •  More 19-34 year olds aren’t using a geo-modifier than any other age

group

•  Using a geo-modifier most of the time (zip, neighborhood, city name)

is still the most popular way for searchers to find local businesses

•  55+ always or usually use a geo-modifier

h"p://searchengineland.com/how-­‐users-­‐search-­‐for-­‐local-­‐businesses-­‐5-­‐9ps-­‐to-­‐op9mize-­‐local-­‐lis9ngs-­‐97612  

Geo-modifiers are broken out into 4 categories: •  Town and city name are the most popular geo-modifier

•  Zip code is second (due to ever rising popularity of mobile

devices)

MARKETING STRATEGY RESEARCH

•  User behavior based on keyword will determine what landing page you want to drive traffic to.

•  Geo-graphic searches might indicate intent to visit a

store

•  Broad keywords might indicate online purchase intent

MARKETING STRATEGY RESEARCH

Rugs denver

Decorative rugs denver

Rug selections denver

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SUSAN’S PATH RESEARCH

•  Finds a DIY decorating blog for additional information

•  Sees a display ad for AEKI offering a discount on saved items in-store or online

•  Susan could click through to the site to resume her shopping

•  There is also an option for her to print out a coupon for in-store use on the page

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MARKETING STRATEGY RESEARCH

• Analyzed the behavior of users on the site using an analytics package • Created a remarketing list in Google Analytics targeting consumers that had put items in their shopping cart but had not made a purchase

•  Linked the remarketing list to a Google AdWords GDN campaign

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•  Created a Remarketing campaign in Google AdWords using creative made with the Google Display Ad Creator

•  Pulled in a remarketing list from Google Analytics to

Google AdWords

•  Use AdWords data to refine the remarketing campaign

placements and lists

MARKETING STRATEGY RESEARCH

SUSAN’S PATH RESEARCH

•  Searches “AEKI Denver”

•  Finds map listing for AEKI location near her new house in Thornton, CO

•  Notices Google reviews and clicks through to the Google+ Local page for the Grant St. store location

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MARKETING STRATEGY RESEARCH

•  Optimized AEKI location page through Google Places (places.google.com/manage)

•  Claimed and verified listing through Google Places as well as numerous other local map listing sources

•  Added user-friendly, rich content such as photos and description

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•  Location extensions can also be added to paid campaigns

•  AdWords allows you to automatically link

your Google Places account to your

location extensions

•  Adcenter allows you to manually add locations or use their bulk upload

functionality

MARKETING STRATEGY RESEARCH

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LOCAL GOOGLE+ AND GOOGLE+ LOCAL BUSINESS PAGES MERGING

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THE FUTURE: PROPOSED SMB PROJECT

Source: http://online.wsj.com/article_email/SB10001424052702304821304577443371490403652-lMyQjAxMTAyMDAwMzEwNDMyWj.html  @Location3

OPTIMIZING YOUR GOOGLE+ BRAND PAGE

ACTION STEPS RIGHT NOW

OWNED

Optimize Google+ Profile

Optimize Google+ Content

Implement Rel=publisher and rel=author Code on Website

Verify Google+ Page

Merge Google+ Local with Local Google+

PAID Implement Social Extensions on PPC and GDN Ads

Manage Paid Advertising within Google+ (future)

EARNED/ SHARED

Post original and relevant content on Google+ page

Increase Google+ Circle Membership

Engage with users on Google+

Leverage Google+ Hangouts

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MARKETING STRATEGY RESEARCH

•  Optimized AEKI location page using city name, metro area or other geo-modified terms in URLs

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MARKETING STRATEGY RESEARCH

Local store URL drives searchers directly to individual local landing pages with custom content pertinent to each location

The structure and content of local pages is directly related to a site’s ability to appear in localized results. •  Navigation to local pages •  URL & file structure •  On-page optimizations •  Local and non-branded

keyphrase usage •  Service orientated content •  Metro landing pages •  Internal linking

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PPC ADS & SEO CLICKS

@Location3 Source: Google, March 2012

Increased the amount of local and organic blended results, making the connection between both local and SEO efforts more important than ever.

GOOGLE’S VENICE UPDATE

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EXAMPLE OF BLENDED RESULTS

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THIS IS ALL GOOGLE HAS STATED ABOUT VENICE.

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The search engines prefer to rank websites that they consider to be more current as that would signify relevance to their users. By regularly adding fresh content, the search engines will see it as an active and up to date website Many content strategies live at the national level, but sometimes there are opportunities on the local side to develop fresh content •  Local blog •  Refresh content on local webpage •  Add new sub-pages to the local page

FRESH CONTENT

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SUSAN’S PATH RECOMMENDATION

•  Notices a poor Google review from a recent customer and decides to search for other reviews

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SUSAN’S PATH ACTIVE RECOMMENDATION

•  Searches for AEKI reviews on social review and monitoring sites

•  Although not all reviews were positive, the majority of them were very good

•  Susan is no longer dissuaded by the single bad review on the Google+ Local page, because she knows it was simply one person’s experience out of many

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MARKETING STRATEGY ENGAGEMENT

• 7 in 10 who read reviews share them with friends, family & colleagues

• 90% of consumers trust

recommendations from friends

Sources: Deloitte & Touche, Compete.com, 2011 The E-tailing Group; E-Consultancy @Location3

1/3 OF PEOPLE WILL REMOVE A NEGATIVE REVIEW IF BUSINESS RESPONDS.

To increase efficiencies, create template responses for various comment categories (e.g., quality of service, pricing, etc.).

Create and use email address for taking conversation offline (e.g., clientcares@client.com).

Tailor and personalize template responses for each review to provide genuine comments that are not duplicated.

Different than general social networks due to lack of conversational element—when a business responds on most customer review sites, the reviewer is not notified.

Monitor reviews (and general web) for branded and non-branded terms. Reviews – check once a week. All other sites – daily or every other day, depending on volume of conversations.

MARKETING STRATEGY ENGAGEMENT

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SUSAN’S PATH PASSIVE RECOMMENDATION

•  A few days after her home furnishings research, Susan is viewing her Facebook news feed

•  Notices a friend’s post regarding a contest AEKI is sponsoring to win a free couch on their website

•  Although not actively searching for home furnishings at that moment, Susan decides to visit the AEKI Facebook page to enter the contest

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MARKETING STRATEGY ENGAGEMENT

•  Developed comprehensive strategy for increasing social engagement through Facebook contest

•  Developed Facebook Contest App for Facebook page

•  Promoted the contest page through highly targeted Facebook ads

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20-95%

Fans who do not see your posts

10-70%

Fans who see your posts

0.1-4.0%

Fans you Like or comment

0.1-0.5%

Fans who go to your actual

Facebook page

ONCE THEY LIKE YOUR PAGE, FANS DO NOT GO BACK

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FACEBOOK ADS

YOU MUST REACH THEM THROUGH COMPELLING, SHARABLE CONTENT

AND

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•  Increase brand awareness, generate engagement, promote

specials and contests, and drive

traffic to website.

•  Create sales/lead gen environment

within Facebook.

•  Micro-targeting opportunities.

•  Ease in managing spend with Cost

Per Like, CPC or CPM models.

BENEFITS OF FACEBOOK ADS

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FACEBOOK ENHANCED TARGETING & OPPORTUNITIES

Custom Audience Feature

• Target existing customers on Facebook via email or phone lists

• Layer Facebook’s standard targeting parameters on top

• All data is hashed to protect privacy of customers

Mobile In-app Targeting

• Reach Facebook users within relevant apps

• Target based on Facebook’s standard Marketplace parameters

• Banners and interstitials

Facebook Exchange

• Once users visits your website, you can deliver ads on Facebook to retarget

• Not layered with Facebook standard targeting parameters

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SUSAN’S PATH VALIDATION

•  Begins to narrow down product list to handful of essentials, and a few accessory items

•  Uses "Pin it“ on her mobile phone to organize and share her items on Pinterest while commuting to work

•  Also looks at AEKI account on Pinterest and re-pins favorite items

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MARKETING STRATEGY VALIDATION

•  Developed and actively managed Pinterest account for AEKI

•  Added “Pin It” buttons to product pages and code in price ribbon

•  Placed analytics event tracking on Pin It buttons to measure engagement stats across site

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AVERAGE ORDER FROM PINTEREST IS DOUBLE THAT OF FACEBOOK AND HIGHER THAN GOOGLE & AMAZON.

SUSAN’S PATH DECISION

•  Susan visited local AEKI to purchase all the items she had on her list

•  Checks in to local AEKI store on Facebook Places and Foursquare, letting friends and family know she’s there

•  Using mobile website, she consults her target product list while she navigates brick-and-mortar AEKI

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•  Analyzed website interaction on the device level to

understand user behavior based on device type

•  Created mobile only campaigns in AdWords and

AdCenter

•  Used advanced mobile settings (when available) to customize mobile campaigns

•  Utilized click to call or led users to a mobile website

based on behavior

MARKETING STRATEGY DECISION

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•  Analyzed campaign behavior to further optimize the campaigns

•  Bidding is extremely important for mobile

devices. Being in position 1-2 increases

performance

MARKETING STRATEGY DECISION

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Mobile App Locator, Menu, Product

Non-transactional

Website Not Web-Optimized Non-transactional

Mobile App Transactional

Mobile App Transactional

Mobile Site Prioritized Content and Nav Locator, Menu, Engagement

Non-transactional

THE MOBILE LANDSCAPE

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MARKETING STRATEGY LOCATION-BASED SERVICES

1.  Clean up venue data: •  Business name •  Description •  Address •  Phone •  Hours (FB only) •  Twitter link (FSQ only) •  Website link (FSQ only) •  Vanity URL (FB only for local pages) •  Profile image/cover photo

2.  Establish parent-child hierarchy, where appropriate (franchise/multiunit)

3.  Develop Specials campaign to attract new and/or reward existing customers

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Protect Integrity of Local Data

Gain Control of Brand Assets

Improve User Experience

Increase Localized

Awareness

Choose from nine types of specials across both channels.

Train staff to understand special offer, how to tell customers about it and

how to fulfill.

Include code in special, which staff enter into POS system.

Create POP signage for use at each location.

Place decals sent by Foursquare/Facebook on each location’s door/

window.

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MARKETING STRATEGY LOCATION-BASED SPECIALS STRATEGIES

MARKETING STRATEGY POST-SALE ENGAGEMENT

•  Using contact info provided by Susan during purchase process, AEKI sent link to follow up survey regarding customer experience on the AEKI website

•  Created digital coupon for 20% Off Next Purchase at AEKI

•  Coupon delivered to Susan’s email upon completion of the survey with an option to share with five of her friends via email or SMS text

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Input

Brands

Intent Communities

Retail

Discovery

Friends Content

Validation

Authorities

Decision

Interest

Research

Content

Content

Content

Content

Content

The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.

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ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES MEASUREMENT

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82% of local searches result in a phone call, visit to store, or a visit to the website. With that in mind, these are the KPIs that are

most commonly used to measure the success of local Pay per

Click campaigns:

•  Phone calls

•  Get more information form fills

•  Service sign up/purchase

•  In store coupon redemption

•  Online purchase

•  Online ordering/in-store pick-up

•  Improvement in current metrics measured with a national

campaign

KPIS FOR LOCAL SEARCH

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GOOGLE ANALYTICS MULTICHANNEL FUNNELS

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INCREASE IN LOCAL INTENT

WHAT IS THE VALUE OF SOCIAL MEDIA AND CONTENT MARKETING?

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WHAT IS THE VALUE OF SOCIAL MEDIA AND CONTENT MARKETING?

YOU NEED TO DECIDE!

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Audience/Awareness Views/Consumption

Engagement Sharing

Actions Search Impact

MEASURING SOCIAL & CONTENT INITIATIVES

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TOOLS & TECH

Qualitative and quantitative measurement of social media referrals.

Social media monitoring and sentiment tracking.

Facebook app publishing. Social media platform for management, compliance,

publishing, monitoring, analytics.

Analytics for location-based services (e.g., Foursquare).

Audience, engagement, reach, content analysis,

demographics.

Audience, engagement, viewership, video

analysis, demographics.

Manage social media networks, mostly Twitter, monitoring, collaboration,

measurement.

Social media influencer identification.

Blogger outreach and influencer identification.

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IF YOU LEARNED NOTHING ELSE, KNOW THESE FIVE THINGS

START WITH CUSTOMERS

• Do your due diligence to learn and understand demo- and psychographics, mindset, needs of your target audience(s)

INTEGRATION IS KEY • Digital interaction does not happen in isolation, and neither should your digital marketing initiatives. Consider how each overlaps, and push all staff members/departments/agencies to work together.

ASSIGN AN OWNER • Assign one person or team to lead the digital strategies and integration to ensure it is executed effectively and efficiently

LOCALIZE YOUR CAMPAIGNS

• Add geo-modified terms to your paid search campaigns, site architecture, content, and link development initiatives

• Use location targeting to reach your current customers as well as your potential customers

SHARE INSIGHTS AND DATA

• Agree on KPIs for your efforts across all channels and have a unified way to measure results. Share results across mediums often to gain the most from all of your online local efforts

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ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES Q & A

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http://l3m.me/ConvergenceWPPDF

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Anne Baum Local Solutions Manager abaum@location3.com @SearchDiva Angie Pascale Social Media Planner apascale@location3.com @AngiePascale

THANK YOU!

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