SoLoMo: Best Practices & Tips for Social, Local & Mobile

Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2012

SoLoMo: Best Practices & Tips for Social, Local and Mobile

June 6, 2012

Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012

Social Local Mobile: A virtuous circle of consumer usage and value

An Introduction to SoLoMo

Social

MobileLocal

Mobile increases time available for social activity

Mobile enables consumers to engage at the point of sale

Mobile makes Local more useful

Social networks give viral

capability to local deals

Location features core to most of mobile usage


Social Media


Social media isn’t a fad. It’s a revolution.

Social media penetration keeps growing across different age groups.

Social media has real business value.

Social media conversations actively influence purchases.

Social Media: Overview



Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined.

Social Media


Facebook has a massive & highly engaged audience.

Facebook is effective for B2C customer acquisition.

1 out of every 7 minutes online is spent on Facebook. Source: ComScore, December 2011

Facebook has become the preferred way of sharing content, second only to email (for now). Source: Chadwick Martin Bailey, September 2010

Facebook: Overview


Keep your messages short.

Video-sharing tends to do well.

Great for facilitating existing relationships.

Help your users look cool.

Facebook: Tips for Beginners


Friday, Saturday and Sunday are high-sharing days.

Keep your messages direct: nouns and verbs get more sharing than adjectives and adverbs.

Food-page mentions get lots of "likes.“

Entertainment is big: movies/TV/book pages get lots of "likes."

Facebook: Intermediate Tips


Survey audience profiles and wall activity for analysis.

Avoid boring words; they repel fans.

Articles with digits are shared a little more than those without.

Don’t talk about Twitter on Facebook (different audience).

Facebook: Advanced Tips


Virtually everyone has heard of Twitter. Not everyone is using it (yet).

Twitter users are young, smart, affluent and tech-savvy.

Twitter + Business = $$$

Twitter plays an active role in purchasing decisions.

More than ½ of active Twitter users follow companies, brands or products on social networks. Source: Edison Research, 2010

Twitter: Overview


Great for creating new relationships.

Interact with your followers.

Curate: Share industry knowledge/news.

Video-sharing is not ideal (use Facebook instead).

Avoid being too self-referential.

Twitter: Tips for Beginners


Follow your audience back to see what they’re talking about and take part in the conversation.

Don’t push followers to buy; get them engaged with the brand and let them decide to buy.

Use Twitter’s search function to locate keywords, answer questions, and discover hot topics.

Twitter: Intermediate Tips


Weekends and afternoons get the most re-tweets.

If your goal is re-tweets, 4:00 PM is the best time of day.

Get in front of users who are in your target market but may not be following you.

When designing a profile background, consider the following: Twitter’s new interface width is 1040 pixels. 40 pixels are always visible on the sides if the window is sized down

completely. Use between 40-200 pixels for the left sidebar. Depending on the screen

resolution and monitor size of the viewer, more or less of the sidebar on either side will show.

Twitter: Advanced Tips


Unprecedented user growth

High usage

Young, female, relationship-centered demographic

Defined interests

Unlimited future opportunities

Pinterest: Overview


Use images that appeal to your customers

Create boards around your products and services

Link your images back to your website

Create fun boards to engage your followers

Link to Twitter and post to your Facebook page

Pinterest: Best Practices & Tips


Start a company page with product/service tabs

You must use a unique email domain when creating a new Company Page. If a subsidiary doesn’t have its own email domain, you can include its name and any relevant information as part of the "Description" section on the parent’s Company Page.

Incorporate content from your company blog and/or Twitter stream.

Use LinkedIn’s badges to encourage your followers in other channels to follow your company profile.

Use LinkedIn Answers to start a threaded question or respond to a posted question.

LinkedIn: Best Practices & Tips


Local Search


Local search optimization is a crucial strategy for businesses that rely on customers in a specific geographic location.

3 billion searches each month are for local-based keywords Source: Google, SXSW 2011

90% of smartphone users search for local information on their phones Source: Pew Research Center, 2011

40% of all Google Maps traffic is from mobile phones Source: Google, SXSW 2011

Local Search: Overview

The potential to attract new customers

via Local Search is enormous!


Get listed on Google+ Local and other local business directories

Encourage user reviews – good or bad

Create check-in offers on Foursquare and Yelp

Get links from local sources and look for guest blogging opportunities

Partner with and/or

Local Search: Marketing Tips


Wrap your event listings and address in rich snippets

Carefully select and use specific local keywords on your website.

Use local phone numbers instead of toll-free numbers

Strengthen local AdWords campaigns with ZIP code targeting

Local Search: Marketing Tips


Mobile


53% of American consumers use their smartphones to access search engines at least once a day. Source: Google and Mobile Marketing Association Survey

Mobile searches have grown by 400% since 2010.

By 2013, more people will use their mobile phones than PCs to get online. Source: Gartner, 2010

There will be one mobile device for every person on Earth by 2015. Source: Cisco, 2011

Mobile: Overview


Mobile users want to connect with the businesses in their local area.

Sources: Google “The Mobile Movement: Understanding Smartphone Users,” 2011

Mobile: Overview




SMS Marketing 90% of text messages are read within 3 MINUTES of being delivered.

Google AdWords “Call Only” campaign targeting smartphones

QR Codes

Social Media & Check-In Offers

Mobile: Tips to Reach Mobile Customers


There are three conditions impacting QR Codes that are completely outside the scope of control of those who wish to deploy QR Codes.

The device that is scanning the QR Code with it’s own unique optical and photographic capabilities.

The operating system on that device with it’s own unique behavioral characteristics.

The QR Code reader application that is being used.

QR Codes

The only opportunity you have to impact the success or failure of a QR Code is to assert yourself over the only variable you can directly control and that is the QR Code itself.


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Thank You!Jonathan Levey

[email protected]

@jlevey

@FathomOnline

mailto:[email protected]

http://www.twitter.com/jlevey/

http://www.twitter.com/jlevey/

http://www.twitter.com/fathomonline/

http://www.twitter.com/fathomonline/

SoLoMo: Best Practices & Tips for Social, Local & Mobile

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