SoLoMo & Technologies Jake Aull, GSU, 2012

Contents

•  Video on future mobile usability: http://www.youtube.com/watch?v=g7_mOdi3O5E&feature=player_embedded

•  TODAY’S TOPICS: •  Web 2.0 & Mobile Technologies •  Technologies consumption phases •  Location- and Mobile Technologies •  Power of Recommendations and Reviews •  Case Study •  Mobile Marketing Approach

Topic Intro

•  What are the technologies fundamental to Web 2.0?

•  What are the technology platforms?

•  How they influenced/birthed social media?

•  What’s the role of mobile marketing and mobile web?

•  SoLoMo = Social, Local, Mobile media marketing

•  What’s the value and application of Geo-Local technologies?

•  How can all above be applied?

WEB 2.0 & MOBILE TECHNOLOGIES

Web 2.0 Technologies

•  Recommendations engines •  Algorithms •  Amazon

•  Smart phones and mobile apps •  Geo-location •  Google •  Facebook

•  SoMe dashboards •  Shared profiles and logins

Web 2.0 Technologies

•  AJAX •  Widgets •  Mash-ups •  Use of enabling technologies •  Software-as-a-Service (SAAS) •  Linux open-sourcing •  vs. I.P. •  The Walled Garden

•  Web 3.0 semantic web vs. contextual web

Mobile & QR Codes

•  Mobile marketing - 2D scanning codes and mktg usage •  Bit.ly

- Generate a QR code by adding “.qr” to your bit.ly URL •  Google Goggles to replace the need for QR codes?

•  Journalism •  Photos/video •  Texting/Twitter •  The Arab Spring

Consumption Phases

DayParting Computer internet & social media usage

•  Daytime computer •  At work •  At school •  Short-time spurts

•  Nighttime computer •  Home usage •  Relaxed, more time

Mobile Web & App usage

•  Mobile/smart phone •  In transit •  Shopping •  Short attention

•  Tablet •  “semi-transit” state between home and mobile phone •  On vacation

LOCATION- & MOBILE TECHNOLOGIES

Mobile & GeoLocal

•  Many small retailers market via geo-local search •  For competitive edge in brand awareness (as well as instant couponing).

•  Likewise, with the growth of smart phone usage, companies want to be

present on mobile in general.

•  The mobile web today is largely composed of websites consumers use anyway on desktop internet e.g. apps: •  Facebook, •  Weather, •  Google Maps, •  Pandora •  So if a company is available or advertising on those channels, they are present

on the platform.

The Mobile Web

•  Companies today prefer Facebook for local advertising today over Google.

•  Brand websites or landing pages can also be built and optimized for mobile web viewing.

•  Mobile-optimized web pages can be promoted with QR codes •  mobile scanning •  company info access •  texting opt-ins

SeO Localized Keyword Integration

•  To appear in search engine local results, location keywords (such as in an address) can be placed in the search-friendly areas of a web page such as the page title, H1s, meta tags and page content.

•  Company contact NAP (name, address, phone) should be prominent and exist across the site and web (not just on the contact and directions page).

•  Website should be registered with (local) directories such as Yahoo! Local and InsiderPages.

•  Google Places and Google Maps can be integrated on the company website (tied to the NAP and Google search in general).

•  What goes for Google, goes for Bing and Yahoo! tools as well…

Local Directories

•  SoLoMo (Social, Local, Mobile) merges with SEO •  Profile descriptions with keywords •  Long-tail keywords can describe services and products listings

•  Some SEO experts say prominent, up-to-date registration with

search engine local tools are more important than a company's actual website SEO!

•  Consumer reviews achieve a broader web footprint and highly elevated search rankings •  So encourage and request customer reviews in local-friendly

channels such as Yelp, Gowalla and Foursquare.

REVIEWS RULE DIGITAL SPACE

Reviews for a Cartersville, GA BBQ

Recommendations

•  See Viral Vid FilmSchool episode about online vid reviews

•  Amazon started the reviews and recommendations revolution

•  Today reviews keep growing in use and posting

•  As do social technologies’ “recommendations engines”

Recommendations

•  SoLoMo directories drive reviews

•  So do Facebook and Google captured profile info and served promoted content and ads

•  Angie’s List requires consumer payment just to access reviews

Some Channels…

•  InsiderPages •  Indeed •  CitySearch •  Foursquare •  Yelp •  YP •  Gowalla •  SuperPages •  Google+/Local •  Kudzu •  TripAdvisor

A CASE STUDY

A Plus for IMC…

•  SuperWindshieldRepair •  Built the business on/with Google Places •  For years, number one in Google Places for searches on

'windshield repair atlanta’ •  Obtained customers from all over Georgia via search •  Constantly asked customers to write reviews for him •  Consequently obtained unprecedented quantity of reviews

in short time in Google Places, Yelp, Kudzu and Yahoo! Local.

•  The reviews again helped SEO.

Google Maps

Not a Panacea

•  Then Kudzu went to a paid model and demerited Superb's listing (possibly removing reviews).

•  Google Places tightened the radius of "Atlanta" to be around ZIP code 30303 (heart of downtown).

•  Google, when restructuring Google Places, removed many of SuperWindshieldRepair reviews.

•  Google presumably suspected foul play, i.e., black hat SEO - due to the quantity and rapid growth of SuperWindshieldRepair reviews.

•  All of these activities pushed SuperWindshieldRepair off of first-page Google Places results for keyword 'windshield repair atlanta.’

Google Maps & Local

A Google Places page ( now Google+/Local )

Google+ Local listings

Even Top SEO isn’t enough

•  Even so, Superb remained number one in organic listings for that keyword phrase (due to still large amount of reviews and additional channel listings).

•  However Google increased space alloted to Google Places listings for local search in the SERP (search engine results page); for this keyword it consumed most above the fold.

•  This pushed traditional organic listings low; less prominent placement.

•  Kudzu changed its model, emphasizing paid listings, consequently hurting Superb and its reviews.

•  All of this contributed to a reduction for Superb down to about a quarter of original revenue.

MOBILE MARKETING APPROACH

Additional Local/Mobile Options

•  Stay away from the "daily deals” •  this is a model in demise •  circa 50%-off coupons attract many first-time buyers, but not

enough loyal customers to see long-term profitability

•  SEM/PPC (search engine marketing and pay-per-click) ads can be purchased for location-targeted criteria.

•  There are web technology tools to help automate and advance a company's local search •  localsearchtoolkit.com.

Mobile Tactics

•  For service providers with opt-in customers and marketing savvy, lifetime retention could be achieved •  Via consumer channel preference promotions •  Mobile redemptions

•  For consumers on the run: •  Fast, simple two-way communications •  Receiving location discounts upon availability

Mobile Tactics

•  Traditional print coupons required visibility in front of the consumer, at the right place and time •  Print coupons require customers to store and remember the

coupons for future use.

•  Outdoor and other promotions can show QR codes: •  “Scan for neighborhood discounts”?

Mobile Tactics

•  The QR code, or MMS, or even just SMS text verbiage (cheaper), could send the consumer: •  to a mobile service or website •  to opt-in with address •  and deliver redemption instructions

•  Or mobile scanning/texting can serve as lead-gen: •  customer service phone responders can follow up with opt-in leads

•  Food trucks have been operating successfully on this model for years •  texting their locations/schedule to customers in the area •  Simultaneously posting in Twitter (SMS has been integratable with

Tweets since the beginning) •  E.g., Kogi BBQ food truck (L.A.)

One Approach to Mobile Marketing

•  Take a pizza shop… •  Promoting outdoor signage or ads with a QR code (or more

traditionally, an SMS/MMS/texting request) •  When viewers QR-scan or text to the pizza shop, the shop

automatically then has their mobile number (think mktg list opt-ins)

•  Look for response rates: •  Traditional DM and email response rate 1%-4% •  In 2009 SMS marketing averaged an 8% – 14% response rate. •  In 2009 20% – 25% of Papa John’s revenue alone was driven from

mobile, and mobile advertising.

•  The mobile era sees a shift from the old promotional marketing AAU approach, to a model of Need-Search-Retention (or engagement).

Recap

•  What are the technologies fundamental to Web 2.0?

•  What are the technology platforms?

•  How they influenced/birthed social media?

•  What’s the role of mobile marketing and mobile web?

•  What’s the merit and use of consumer reviews?

•  What’s the value and application of Geo-Local technologies?

•  How can all above be applied?