grant kyle & reed rob (2013) - the impact of local social engagement on your business traffic...
TRANSCRIPT
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DIGITAL EXPERT WEBINAR SERIES
THE IMPACT OF LOCAL SOCIAL ENGAGEMENT ON YOUR BUSINESS TRAFFICBuild a strategy that leverages the growing local voice
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June 11, 2013 Mediative.com
TODAY’S SPEAKERS
Rob ReedFounder
Cate CadburyHead of Creative Services
Kyle GrantSenior Product Manager, Performance Services
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• #MediativeWebinar
Following the webinar, you will receive the following:
Facebook Graph Search: Eye Tracking Study
Engage with us on twitter
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MOMENTFEED
SIMPLIFY LOCAL CONSUMER CONNECTIONS
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AGENDA
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REALITY OF CONSUMER BEHAVIOUR
FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS
THE VALUE OF LOCAL ENGAGEMENT
BUILDING A FOUNDATION
SCALING LOCAL SOCIAL MEDIA
ACTION PLAN TO GET STARTED
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THE NEW REALITY OF CONSUMER BEHAVIOUR
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29% increase in the
next two years.
REALITY OF CONSUMER BEHAVIOUR
SMARTPHONE USAGE PREDICTIONS
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REALITY OF CONSUMER BEHAVIOUR
3 FACTORS DRIVING CHANGE
TimeEnvironmentLocation
Intent varies when consumer is at work, relaxing or on the go.
External factors impact how consumers feel and
what they want /need now.
User motivations vary greatly at different
times in the day.
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NEW REALITY
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REALITY OF CONSUMER BEHAVIOUR
INTEGRATED ONLINE & OFFLINE CHANNELS
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LOCATION-BASED MARKETING
HIGHLY FRAGMENTED MARKETPLACE
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LOCATION-BASED MOBILE MARKETING
OPEN APIs = COMPOUNDING PROBLEM
• Foursquare provides location data to over 10,000 other Local Apps.• YP.ca provides location data to over 2,500 additional Local Apps.
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LOCATION-BASED MOBILE MARKETING
SHIFTING SEARCH BEHAVIOUR: NEARBY SEARCH
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LOCATION-BASED MOBILE MARKETING
CROSS APPLICATION & WEBSITE SEARCHSearch Engines are still favored, but mobile apps,
mapping applications, and directories are also
leveraged for a local business search
Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013
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LOCATION-BASED MOBILE MARKETING
CROSS APPLICATION & WEBSITE SEARCHNumber of Websites/Applications Consulted The average number of apps or
websites consulted in an average
local search is 2 to 3.
Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013
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Source: Microsoft Tag
91%of mobile internet access is for social activities
THE MOBILE LANDSCAPE
SOCIAL INFLUENCE
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Of consumers will use a merchant if recommended by a social
connection
Source: comScore
72%
THE MOBILE LANDSCAPE
MARKETERS MOBILE ADOPTION
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FACEBOOK GRAPH SEARCH
THE NEW LOCAL SEARCH ENGINE?
The introduction of Facebook Graph Search clearly has implications for businesses, particularly those witha local presence, or that are driven by recommendations such as restaurants, retail stores, local services, etc.
Make sure your business or brand is not left behind, and get started optimizing your local Facebook pages for Graph Search.
FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS
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FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Task“Imagine you’re looking for a restaurant in Toronto. You try Facebook’s new local search engine and search for ‘restaurants nearby’. You’ll see the results on the next page.
What would you do to find a restaurant for dinner tonight?
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FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Methodology2KEY METRICS MEASURED:• Time to First Fixation• Fixations Before• Visit Duration• Visit Count• Percentage Fixed
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FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Results3
Participants scanned through
text listings in order, with
more participants in general
looking at a listing – not the
image.
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FACEBOOK GRAPH SEARCH
BUSINESS IMPLICATIONS
The value of Facebook marketing is shifting dramatically and disproportionately from the corporate level to the local level
Graph Search is positioned as the third pillar of the Facebook platform:
✦ Timeline is where brand content is published
✦ News Feed is how brand content gets distributed and shared by customers
✦ Graph Search is how brands leverage social connections between customers and their friends to generate implicit recommendations and referrals
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FACEBOOK GRAPH SEARCH
HOW DOES IT WORK?
Graph Search unlocks the value of local likes, photos, check-ins, ratings, and recommendations
Only fans of local pages will generate search results for Places
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Search query
Missing logos
Unauthorized duplicates
Inconsistent categorizationInconsistent categorization
Social Filters
Missing logos
Unauthorized duplicates
Inconsistent categorization
FACEBOOK GRAPH SEARCH
RESULTS FOR TIM HORTON’S
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FACEBOOK GRAPH SEARCH
RESULTS – OPTIMIZED
Brand logos
Proper categorization
Accurate contact detailsAccurate contact details
Proper categorization
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FACEBOOK LOCAL SEARCH - BEFORE
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FACEBOOK LOCAL SEARCH - AFTER
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FACEBOOK GRAPH SEARCH
PINSYNC OPTIMIZATION
PinSync by MomentFeed optimizes local Facebook pages for search, engagement, and discovery.
Here’s what it entails:
1. Claim local pages under the Facebook Parent-Child relationship
2. Update pages with accurate contact details, categorization, and geocode (lat/long)
3. Identify and merge unauthorized duplicate pages for each location
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THE VALUE OF LOCAL ENGAGEMENT
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THE VALUE OF LOCAL ENGAGEMENT
WHY LOCAL?
• Five times reach per fan
• x80 engagement in local page content
• x40 overall impact
• EdgeRank friendly
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Facebook Impressions
Local = 50% more
Brand Page Fans 3,036,994
Page Engagements 510,680
Unique Brand Impressions
7.0 Million
Total Brand Impressions 21.1 Million
Number of Locations 1,230
Number of Check-ins 52,351
Page Engagements 107,882
Unique Local Impressions 11.9 Million
Total Local Impressions 31.7 Million
Media impressions generated through publishing brand page
content
Media impressions generated through customer check-ins and
likes
THE VALUE OF LOCAL ENGAGEMENT
WHY LOCAL?
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THE VALUE OF A CHECK-IN
POS DATA: BENCHMARK ENGAGEMENT AGAINST CORE KPIS
Data taken from a 5 location restaurant chain in Los Angeles in 2012.Correlation Coefficient is measured on a -1 to +1 scale with 0 signifying no correlation.
+0.90 Correlation Coefficient
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BUILDING A FOUNDATION:CLAIM & CLEAN LOCATION LISTINGS
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ActualLocation
CLAIM & CLEAN LISTINGS
THE UNIVERSAL VENUE PROBLEMIncorrect GeocodesDuplicate Venues Inaccurate Listings
+ Multi-location brands
are plagued by venue
inaccuracies internally
and across Facebook,
Foursquare, and
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Actual Walmart Location
Walmart Facebook Page
Accurate Listing Data
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Actual Walmart Location
Walmart Facebook Page
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Actual Walmart Location
Walmart Google+ Local Page
Accurate Listing Data
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Actual Walmart Location
Walmart Google+ Local Page
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Actual Walmart Location
Inaccurate Walmart Lat/Long
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Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny’s Geocode
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Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny’s Geocode
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Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny’s Geocode
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SCALING LOCAL SOCIAL MEDIA
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SCALING LOCAL SOCIAL MEDIA
OWNING YOUR PRESENCE
• Branding is happening With or Without You
• Own Your Profiles & have an owner
• Develop a Negative Post Mitigation Strategy
• Develop a Content Calendar & plan
How can you scale this internally?
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SCALING LOCAL SOCIAL MEDIA
ALIGNMENT TO MARKETING CALENDAR
Extend marketing messages effectively to
your audience.
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MOVE THE NEEDLE• Consistent Monitoring & Engagement
• Address Negative Comments Authentically
• Embrace UGC and Curate It
• Be Timely
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SCALING LOCAL SOCIAL MEDIA
POTENTIAL ROI
Impacting the bottom line:
Create and Track Check-ins/Promotions
• Check-ins = People in Your Location = High Probability to Convert
• Check-in Promotions = Direct Revenue Correlation
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2
3
4 Risk Mitigation
• Brand Control & Monitoring
Cost Savings
• Earned Impressions vs. Paid Impressions
Time Saved
• Manage All your Profiles through central platform
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1. Claim and clean all business listings
2. Develop a plan
3. Monitor customer content
4. Share and Respond
5. Create Promotions / Build buzz to generate more check-ins and foot traffic
ACTION PLAN
5 STEPS
Get ready for the emerging mobile consumer.
Adapt to the moving social networks.
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June 11, 2013 Mediative.com
QUESTIONS
Rob ReedFounder
Cate CadburyHead of Creative Services
Kyle GrantSenior Product Manager, Performance Services
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