The Collison of Social, Mobile, Local--and Search

The Fabulous Collison of:

Search, Mobile, Social & Local The Fabulous Collision of

Social, Local, Mobile

– and Search

Rohn Jay Miller

© COPYRIGHT 2009 SAPIENT CORPORATION 2

WHY “BLACK” FRIDAY?

The term “Black Friday” as the day after Thanksgiving originated

in Philadelphia in the 1960s. With the streets totally jammed with

cars and shoppers, police started calling it “Black Friday”

internally, and the term spread. Now it’s also come to mean the

day when may retailers finally move into the “black” on their

profits for the year.


OUR VACATION!

But what I really want to talk about is….


CLAIRE

The Millers—my wife and our two teen-aged daughters—went to

Quebec for a week last summer. We spent four days in Montreal

and three in Quebec City, both truly beautiful cities. BUT---when

we crossed back into the US we drove through the woods of

Maine, and after getting back into telephone range I got a call from

AT&T. My bill for the past week? $1200 US. Oops. That’s how

much the roaming charges were for all of the things I did with my

smartphone for a week on vacation. Sound surprising? Maybe

the price does, but think of all we use our smartphones for now

just getting around. That’s mobile!


We used “maps” to find restaurants near our hotel, and then social

networks to find reviews of which ones were good, and then maps

again to draw a route for us to walk to the restaurant, and then

search to find other interesting places to go near where we were,

and then…

….Well, you see how the bill got to be $1200 US. (I talked them

down to $200 US, retroactively adding their “Can-Am” phone plan.)


SEARCH

MOBILE LOCAL


Traditional

marketing

Digital marketing

1990 1995 2000 2005 2010

“The Chaos Scenario”

WEB 1.0 WEB 2.0 WEB 3.0

Let’s step back. Web 1.0 was “the Presentation Web,”

showing just display pages. Web 2.0 was the “Transactional

Web, allowing both e-commerce and social networks to grow.

Now we’re entering Web 3.0, which I call “the Context Web,”

all about understanding what I want, where, why, how.

But as Bob Garfield points out,

we’re in the “Chaos Scenario” where

traditional media doesn’t work any

more and there’s not enough new

media products to replace them.

Ouch!



SOCIAL

MOBILE LOCAL

Foursquare

Marketing, E-Commerce

Yelp, Instagram

My Vacation


Real Life

Real Time

Connected


THIS IS YOUR CUSTOMER’S

POINT OF ENTRY

THERE ARE 500 MILLION

SEARCH ENGINE

QUERIES EVERY DAY

THERE ARE 500 MILLION

SEARCH ENGINE

QUERIES EVERY DAY

IN THE US ALONE

Source: Hubspot 1/5/12 http://bit.ly/zjaPxI

http://bit.ly/zjaPxI



HOW MUCH GETS SEARCHED?

Social

Network

Traffic Web pages



Social

Networks Web pages



Social

Networks Web pages

33% MORE CONTENT


BUT IT’S NOT JUST CONTENT

Opinions--what’s discussed?

Links – what’s being shared?

Real-time – what matters right now?

Friends – what do they think?

EACH WEEK TWITTER USERS

SEND 1 BILLION TWEETS




25% OF

ALL TWEETS

CONTAIN

A LINK




FACEBOOK USERS

SHARE 30 BILLION LINKS

EACH MONTH

SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011

SO THAT’S LIKE

1 BILLION LINKS EACH DAY

SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011


THREE WAYS SOCIAL CHANGES SEARCH

1. RANKINGS – Trends + links have value

2. CONTENT– Social messages

3. SOCIAL SEARCH—Social networks search

EaE

Owned Media

Con

trol

Scale

Paid Media

Earned Media


SEARCH + SOCIAL STRATEGY

KEYWORDS – What are your keywords people use in

social networks + search?

BALANCE – Content strategy + SEO are two different

strategies that need balance

INFLUENCE – Identify, listen, acknowledge + support

key social influencers

SEM – Search engine marketing, especially in 2-3

word searches, for your best content

COMMIT + TEST – Constantly improve

40% OF ALL SEARCH

TODAY IS MOBILE

Source: Google, December 2011 http://bit.ly/mPBTFd

http://bit.ly/mPBTFd


GOOGLE

CONTROLS 93% OF ALL MOBILE

SEARCH

Source: Google, December 2011 http://bit.ly/mPBTFd



© COPYRIGHT 2009 SAPIENT CORPORATION 29 Source: Mary Meeker, All Things D Conference, May 31, 2012

© COPYRIGHT 2009 SAPIENT CORPORATION 30 Source: Mary Meeker, All Things D Conference, May 31, 2012


Source: Forrester, June 2012

LOCATION + MOBILE STRATEGY

1. WHERE IN THE WORLD ARE YOU?

2. MOBILE IS CHEAP—SORT OF

3. SEARCH IS BOTH SEO + PPC

4. SEARCH VS. FREQUENCY

5. MEASURE COSTS VS. RETURN

THE FUTURE OF SOLOMOSER

36 © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL

The “GAFA” Stack

Google Apple Facebook Amazon

Payments

Social Media

Context

Access (Browsers & Applications)

Content

Operating system

Hardware

Source: Neil Perkin, Only Dead Fish, 11/19/11

WHERE IN THE WORLD DO WE GO?

1. AUTHENTICLY YOU

2. CROSS TEAM MARKETING

3. SO-LO-MO TASK FORCE

4. TO APP OR NOT TO APP?

THE NEW CUSTOMER CYCLE

SOCIAL = THE NEW AWARENESS

SEARCH = THE NEW ATTRACTION

MOBILE = THE NEW ENGAGEMENT

LOCAL = THE NEW TRANSACTION

THANK YOU

Rohn Jay Miller

Twitter: @rohnjaymiller

Email: [email protected]

The Collison of Social, Mobile, Local--and Search

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