mobile marketing in the age of smartphones

“You Are Here”

How Local Businesses can Get on the Map in the Age of the Mobile Web

Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

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Steve HeidemanCTO Mint Social


Steve Heideman



Geosomo[gee-oh-so-moe]

Geographically targeted mobile social media marketing•Integrates online & offline marketing•Improves customer experience by offering enhanced content•Offers Business Owners better tracking/analytics of marketing.


Nearly All Consumers (97%) Now Use

Online Media to Shop Locally

• Source: http://www.biakelsey.com/Company/Press-Releases/100310-Nearly-All-Consumers-Now-Use-Online-Media-to-Shop-Locally.asp


31%

34%

40%

45% 45%

18%20% 21%

24%

27%25% 26%

30%32% 33%

34%

37%

40%

45% 45%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010

Hispanic White African American Asian

Smartphone Penetration Base: % of population, 2009-2010 demographic trendSource: Hubspot

31%

Smartphone Use has Taken Off


Searches on Mobile Devices

Non-search engine queries (Facebook, Craigslist)……….

Local business searchers using social networks………

Search engine queries……… 9%

22%

9%(% using Facebook……………93%)


Google Maps

49,884,000 Pre-designed, Pre-indexed SEO optimized

websites.


90% of customers are using Google Maps to find local businesses

BUT…


Google Maps

Less than 7% of Businesses have

claimed their listing!


Google Maps

Google Maps

60% of Google Maps Searches are on Mobile Devices


Google “7 Pack”


{Step 1} Create a Profile

Document

• Consistency across local listings

• Syntax is Important– i.e. Phone #: (xxx) xxx-xxxx or

xxx-xxx-xxxx


{Step 2} Create Profiles

• Local Listings(except Google Places—more on that in a minute)

• Photo

– Panoramio

– Picasa

– Flickr

• Video

– Youtube


{Step 3} Post Geo-Tagged

Content• Photos

– keyword optimized—example:mountain-biking-sedona-az.jpg

– Split images up between photo sharing sites

– Map to your corporate address—exactly the same as your office address

• Video

– Youtube geotagging

• Blog Posts

– Post Mapper

– –open graph api


{Step 4} Create or Claim

Google Place Page• Same as other local

listings

• Grab a few geo-tagged photos from each photo site

• Grab at least 1 geo-tagged video from YouTube


{Step 5} Get Reviews• Be Remarkable.

• Make it easy. Put direct links on your website for reviews OR Use a service like Customer Lobby.

• Offer incentives to customers that post a review/check in

– Coupons

– Free Gift

– % off next purchase

– Rewards (Points, Badges)• Free coffee for the mayor

• free desert for unlocking badges, etc.


Social and Mobile Users

…are influencersConsumers who use social networks and smartphones….write reviewsIn the past 30 days….40% have submitted between 2 and 5 Reviews

“Great Food at a Great Price”

“Solid value”


Integrating Offline/Online

Marketing


Microsoft Tag


Ever seen one of these

secret codes?

QR Code

How Do QR Codes Work?

Sends to a web page, a location, a video, vCard, check ins to foursquare, Facebook places etc.


QR Code Stats

52% Have seen or heard of QR Codes.


QR Code Stats

28%Have scanned a QR Code with a smartphone.


QR Code Stats

6% QR Code led to purchase of a product or service.


Examples of QR Code Marketing


Short Codes


How do Short Codes Work?


•Text “KEYWORD” to short code•95% Open Rates•Immediacy (drives action)

Short Code Marketing Ideas


•Sidewalk Signs for restaurants•Coupons•Deliver Content•Links to URL•Business Contact Info•POS Free Offers•On Real Estate For Sale Signs

Design Recommendations


Cross Browser Design—No Flash! Jquery or HTML5 CSS, XHTML

Questions?



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mobile marketing in the age of smartphones

Technology

xxxxsteve heideman mint

social networks

google mapssearches

google maps90

google maps60

smartphone use

local listings syntax

local business searchers