Dominate in Local Search Why social mobile marketing is essential Matthew O’Brien CEO, Mint Social @Blogster - @Mint_Social 6/16/2011
Dominate in Local Search
Why social mobile marketing is essential
Matthew O’BrienCEO, Mint Social@Blogster - @Mint_Social
6/16/2011
“You Are Here”
How Local Businesses can Get on the Map in the Age of the Mobile Web
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Use Hashtag:
#geosomo
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Matt O’BrienCEO Mint Social
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Matt O’BrienBad Dawgs
Ice Den Scottsdale, AZ May 30, 2009
Matt O’BrienDeerfield Falcons
Illinois State Champions
1974Palatine, IL
Matt O’BrienCEO Mint Social
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Matt O’BrienWhite Water RaftingUpper Salt River, AZ
April 6, 2005
Nearly All Consumers (97%) Use Online Media to Shop Locally
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Source: http://www.biakelsey.com/Company/Press-Releases/100310-Nearly-All-Consumers-Now-Use-Online-Media-to-Shop-Locally.asp
73% of online activity is related to local content
Source: Google 5/07
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Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 20100%5%
10%15%20%25%30%35%40%45%50%
31%34%
40%
45% 45%
18%20% 21%
24%27%
25% 26%30%
32% 33%
34%37%
40%
45% 45%
Hispanic WhiteAfrican American Asian
Smartphone Penetration Base: % of population, 2009-2010 demographic trendSource: Hubspot
31%Smartphone Use has Taken Off
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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%)
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Your Website
Is one of Billions
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Is Your Content…
Social Media = Publishing Rights
Where 3 out of 4 people are online?
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Geosomo[gee-oh-so-moe]
Geographically targeted mobile social media marketing
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Web Search Trends“Where we spend our time online”
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Google “7 Pack”
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Google Maps
50% of the traffic to Google Maps…do business with the top 3 results
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{Step 1} Create a Profile Document• Consistency across local listings• Syntax Correct
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{Step 2} Create Profiles
• Local Listings (directories and search)• Photo
– Panoramio– Picasa– Flickr
• Video– Youtube
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{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
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{Step 4} Create Google Place Page• Same as other local listings
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{Step 5} Get Reviews
• Be Remarkable.• Make it easy. Put direct links on your website for
reviews. • Offer incentives to customers that post a
review/check in– Coupons– Free Gift– % off next purchase– Free coffee for the mayor (foursquare)
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Visibility Multiplier Effect
Website(SEO and PPC)
Content EngineViews
Time
AudioVideo
Photo
PR
ArticlesProfiles
Docs, PPT
Blogs
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Geo-SoMo = Geo-Tag Your Content with Smartphone
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Content Problem
Qik.com & Flip + Geo-Tag + Syndication = Easy Peasy (…lemon squeezy)
?
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QR + Reviews + Testimonials = Credibility & Rankings
(…local search domination)
+
Online
Content Problem?
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Mobile + Photo + Geo-Tag = Auto-Syndication
+ +
Content Problem?
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Geo-tagged web page + Blogs + Status + Geo-Tagged Photo = Massive Social Mention
++ +
http://postmapper.com
Content Problem?
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Microsoft Google
QR Codes
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Content Problem?
Content Problem?
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Local sites are sharing reviews
45% of consumers search blind
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…they search with general terms
pizza
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Have products and services in mind…not sure where
Local Searchers
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com
Italian Restaurants Scottsdale
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50% of searches go to Google Maps
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56% of social usersand
60% of mobile users search for specific
businesses (location)
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Social Networks
Lacking sophisticated search functions
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Geo-tag Your Content
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Local Search Trends1: Primary source to find a business is online (70%)
2: Local searchers are more apt to buy.
3: Adding New Content is Mandatory
4: Diversify with Print (offline marketing)
5: Social and mobile marketing
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Social and Mobile Users …are influencersConsumers who use social networks and smartphones….write reviews
In the past 30 days….40% have submitted between 2 and 5 Reviews
“Great Food at a Great Price”
“Solid value”
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Top Influencers for Buying
Consumer Ratings and Reviews Social Networkers…………………………………….78%
Mobile users……….…………………………………...71%
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Top Responsibilities for Local
Respond to questions and complaints……………………..81%
Special offers, promotions and events……………………..78%
Company photos……………………………………………..66%
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Takeaway Points
• Use your phone to dominate in local search (50% of Google search go to Google Places)
• Dedicate a phone for marketing your business (bundle free tools together - PixelPipe and Box.net)
• Use UPS store mail box to look local (Google)• Leverage off-line marketing (QR Codes) to increase
business online
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Thank You
Why social mobile marketing is essential
Matthew O’BrienCEO, Mint Social
[email protected](602) 818-6468@blogster - @Mint_Socialwww.linkedin.com/in/MatthewOBrien
Dominate in Local Search