Over the past year, social, local and mobile digital strategies have begun converging to form an extremely powerful method for increasing findability, generating leads and driving in-store traffic on a localized level. For marketers, this means that you can no longer view social media, local search and mobile marketing in isolation. This presentations was originally hosted by the Direct Marketing Association (DMA) in June 2012, and presented by Location3's Andrew Beckman, CEO, and Anne Baum, local solutions manager. For any questions about this presentations, please visit: http://www.location3.com http://www.facebook.com/location3media http://www.twitter.com/location3 http://gplus.to/Location3

1. SOCIAL, LOCAL & MOBILE
CONVERGENCE
PREPARED FOR //
DMA 2012

2. A DIGITAL MARKETING PARTNER
BUILT TO INCREASE YOUR BRAND’S
FINDABILITY AND PERFORMANCE.
Through strategic design, search marketing expertise, social
media optimization and the application of analytics, we
increase your brand’s findability to raise awareness and
generate response across all digital platforms.
Whether your goals include lead generation, engagement or
commerce, our team of analysts, strategists and creative
technologists will design a customized campaign to optimize
your brand’s findability and maximize your return.

3. AGENCY HISTORY
Founded in 1999 and located in the heart of Denver, Location3 has a staff of
70 full-time employees who service global, national and local brands. More
than half of our client base has worked with us for at least three years, as we
improve the findability and performance of every client with whom we partner.
Industry Recognition
Inc. 5000 Top Company (2007, 2008, 2009, 2010, 2011)
DMA International ECHO Award Winner (2007, 2008, 2010)
Business Marketing Association Gold Key Award Winner (2007, 2011)
Search Engine Strategies Award Winner (2008)
OMMA Online Creativity Award Winner (2009)
American Marketing Association Peak Award Winner (2007, 2008, 2009, 2010)
Telly Award Winner (2011)
Top 50 Colorado Companies To Watch (2010)
Denver Business Journal Best Places To Work (2007, 2009)

4. FINDABILITY EXPERTS
One of only 13 agencies* in the U.S. awarded both Google Analytics and Web Optimizer
certifications
1 of only 9 agencies in the U.S. awarded Microsoft AdExcellence “Preferred Agency” status
Official Google AdWords Premier SMB Partner
Official Member of the Yahoo! Web Analytics Consultant Network
*Certifications as of September, 2011

5. SOCIAL, LOCAL & MOBILE CONVERGENCE
AGENDA
@Location3
#DMAwebinar

6. TODAY’S FOCUS
64% of internet users perform local searches
67% of consumers research online reviews of local businesses before making a purchase
88% of mobile searchers take action within the same day
What do these stats mean for your business?
They mean that you can no longer view social media, local search and mobile marketing in isolation.
@Location3
#DMAwebinar

7. TODAY’S TAKEAWAYS
• The importance of managing local map listings to protect the integrity of your data and increase findability
• How to develop localized content and engagement strategies to leverage social media including Google +
• How to reach and engage on-the-go consumers through their mobile devices
• Understanding of how to integrate campaigns and provide a consistent user experience and message across all platforms
• Insight into industry trends to predict and prepare for future initiatives in local, social and mobile
@Location3
#DMAwebinar

8. SOCIAL, LOCAL & MOBILE CONVERGENCE
THE PATH TO PURCHASE
@Location3
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9. FROM FINDABILITY TO PERFORMANCE
THE TRADITIONAL PATH TO PURCHASE
Interest Intent Research Recommendation Validation Decision

10. TODAY’S PATH TO PURCHASE
Consumer-directed vs. Brand-directed
Leverages the transparency of the market
Fluid vs. linear
Guidance from multiple sources
Input and validation from social graph
Predisposed before ever engaging a salesperson
THE BRAND OPPORTUNITY: Utilize content and calls to action to proactively inform, support and shape the buyer’s journey.

11. The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.
Research Content Content
Interest Retail Validation
Content Intent Communities
Brands
Input Discovery Decision
Content Friends Content
Authorities
Content

12. SHAPING THE PATH TO PURCHASE
Mindset Need Source Medium Message
What are they What are both Where and to What is the best What is the
thinking and the emotional whom are they channel and most relevant
feeling at each and rational going to for format in which and compelling
specific stage requirements information and to connect with message to
along the path? that must be support at each them at each deliver at each
fulfilled at each specific stage specific stage specific stage
specific stage along the path? along the path? along the path?
along the path?

13. CONSUMER PROFILE
SUSAN
• Working professional
• 35 years old
• Married
• Two children
• First time homebuyer
Needs:
Susan recently purchased a new
home with her family and needs a
variety of furnishings for her new
house.
Photo Source: http://www.flickr.com/photos/76266195@N08/6976098794/
@Location3
#DMAwebinar

14. BUSINESS PROFILE
“AEKI”
• Large home furnishings store
• Uses traditional and digital advertising
• eCommerce website
• Local landing pages
• Mobile website
• Mobile app
• Claimed and verified all locations online
@Location3
#DMAwebinar

15. CONCEPT
We are the digital marketing agency for Finnish home goods super giant AEKI (ay-kee). We will follow Susan through
the buying process from Interest to Decision and beyond, demonstrating how different marketing techniques played a
cohesive role in her path to purchase.
The campaign to promote this interactive content encompasses many media channels in developing a path to
purchase for the target audience.
@Location3
#DMAwebinar

16. SOCIAL, LOCAL & MOBILE CONVERGENCE
SUSAN’S PATH TO PURCHASE
@Location3
#DMAwebinar

17. SUSAN’S PATH
INTEREST
• Searches “home decorating
ideas”
• Finds a blog on home
decorating that was +1ed by a
friend
• Notices several products in
the blog post that catch her
eye
• Notices content from AEKI
blog that was reposted by her
friend and linked to AEKI site
@Location3
#DMAwebinar

18. MARKETING STRATEGY
INTEREST
• Agency created a blog on AEKI’s website with
content optimized for the phrase “home decorating
ideas”
• Content features various products from AEKI
• Content also features information and helpful tips
for home decorating
• Agency shared this content on Google+ and other
social channels
@Location3
#DMAwebinar

19. SUSAN’S PATH
INTENT
• Searches “home decorating on a budget” on
Google + home page
•Sees a post from AEKI
•Decides to follow AEKI’s Google+ page
•+1’s the post
•Shares the post with friends in Google +
@Location3
#DMAwebinar

20. MARKETING STRATEGY
INTENT
• Agency created a Google + corporate page for
AEKI and a content calendar
•Content is posted regularly including sharing
content posted by similar companies and original
content
@Location3
#DMAwebinar

21. SUSAN’S PATH
RESEARCH
• Searches “decorative area
rugs”
• Finds a paid ad for AEKI in
the top listing featuring a
discount and free shipping in
ad copy
• Clicks through to an AEKI
landing page specifically for
“decorative area rugs”
• Browses content and notes
a few favorites before
returning to her search
@Location3
#DMAwebinar

22. MARKETING STRATEGY
RESEARCH
• Agency actively managed the paid search
campaign to maximize budget and develop
comprehensive keyword lists
• Agency identified opportunity for keyword
phrase “decorative area rugs”
• Low CPC for target phrase “decorative area
rugs” led agency to target that phrase to get the
most out of AEKI’s pay-per-click budget
• Multivariate testing determined that “free
shipping” and discounts provided highly
attractive ad copy to the consumer
• Agency developed landing page specifically
for “decorative area rugs” to decrease
consumer bounce rate on-site
@Location3
#DMAwebinar

23. SUSAN’S PATH
RESEARCH
• Searches “affordable couch”
• Finds an organic listing for AEKI in the
top listing featuring “sofas” and
“couches” as keywords in the copy
• After recognizing the brand from her
previous search, Susan clicks through to
an AEKI landing page specifically for
“sofas” and “couches” www.aeki.com
• Browses content and notes a few
favorites before returning to her search
@Location3
#DMAwebinar

24. MARKETING STRATEGY
RESEARCH
• Many channels and strategies
contribute to a high organic search page
rank for a brand’s website
• Optimization on AEKI site (title tags,
META descriptions, URLs, etc.)
• Link building efforts
• Rich content on AEKI blog
• Blogger outreach
• Social activity on Google+
@Location3
#DMAwebinar

25. SUSAN’S PATH
BRAND SEARCH
• Searches “AEKI Denver”
• Finds map listing for AEKI
location near her new house in
Thornton, CO
• Notices Google reviews and
clicks through to the Google+
Local page for the Grant St. store
location
@Location3
#DMAwebinar

26. MARKETING STRATEGY
RESEARCH
• Agency optimized AEKI location
page through Google Places
• Agency added social extensions
• Agency claimed and verified
listing through Google Places
• Agency added user-friendly, rich
content such as photos
• Agency performed review
management and provided
consumer engagement strategies
@Location3
#DMAwebinar

27. MARKETING STRATEGY
THE LOCAL SEARCH DATAVERSE
@Location3
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28. MARKETING STRATEGY
RESEARCH
• Agency optimized AEKI location
page using local store numbers
in URLs
@Location3
#DMAwebinar

29. MARKETING STRATEGY
RESEARCH
• Local store URL drives
searchers directly to individual
local landing pages with custom
continent pertinent to each
location
@Location3
#DMAwebinar

30. SUSAN’S PATH
RECOMMENDATION
• Notices a poor Google review
from a recent customer and
decides to search for other reviews
@Location3
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31. SUSAN’S PATH
ACTIVE RECOMMENDATION
• Searches for AEKI reviews on social review
and monitoring sites
• Although not all reviews were positive, the
majority of them were very good
• Susan is no longer dissuaded by the single
bad review on the Google Map Listing page,
because she knows it was simply one person’s
experience out of many
@Location3
#DMAwebinar

32. MARKETING STRATEGY
ENGAGEMENT
• 7 in 10 who read reviews share
them with friends, family &
colleagues
• 79% of consumers conduct at least
half of their product research online
before they make a purchase
• 90% of consumers trust
recommendations from friends
@Location3
Sources: Deloitte & Touche, Compete.com, 2011 The E-tailing Group; E-Consultancy
#DMAwebinar

33. SUSAN’S PATH
PASSIVE RECOMMENDATION
• A few days after her home furnishings
research, Susan is viewing her Facebook news
feed
• Notices a friend’s post regarding a contest
AEKI is sponsoring to win a free couch on their
website
• Although not actively searching for home
furnishings at that moment, Susan decides to
visit the AEKI Facebook page to enter the
contest
@Location3
#DMAwebinar

34. MARKETING STRATEGY
ENGAGEMENT
• Agency developed a comprehensive strategy
for increasing social engagement for AEKI
through Facebook contest
• Developed a Facebook Contest App for the
AEKI Facebook page
• Promoted the contest page through highly
targeted Facebook ads
@Location3
#DMAwebinar

35. SUSAN’S PATH
VALIDATION
• Begins to narrow down product list
to handful of essentials, and a few
accessory items
• Uses "Pin it“ on her mobile phone to
organize and share her items on
Pinterest while commuting to work
• Also looks at AEKI account on
Pinterest and re-pins favorite items
@Location3
#DMAwebinar

36. MARKETING STRATEGY
ENGAGEMENT
• Agency developed and actively
managed Pinterest account for AEKI
• Agency helped add “Pin It” buttons
to product pages
• Agency placed GA event tracking on
Pin It buttons, so that we can
measure engagement stats across
site
@Location3
#DMAwebinar

37. SUSAN’S PATH
DECISION
• Susan visited local AEKI to
purchase all the items she had on
her list
• Checks in to local AEKI store on
Facebook Places and Foursquare,
letting friends and family know
she’s there
• Using mobile website, she
consults her target product list
while she navigates brick-and-
mortar AEKI
@Location3
#DMAwebinar

38. MARKETING STRATEGY
LOCATION-BASED SERVICES
• Foursquare and Facebook are most popular location-based
• As of March 2012, Foursquare had more than
check-in services and offer marketing options for brands 22 million users, 750,000 active merchants
and 1.5 billion total check ins.
•Establishing a parent-child hierarchy, creating venues and
managing data are first steps
• 86% of users check-in to Places on
•Running specials encourages repeat visits, increase awareness Foursquare at least once a day
and drives in-store traffic
• 59% of users search for local businesses at
least once a week on Foursquare
@Location3
#DMAwebinar

39. SPECIALS STRATEGY
Create specials to attract new and/or reward existing customers.
Place decals sent by Foursquare on each location’s door/window.
Create POP signage for use at each location.
Train staff to understand special offer, how to tell customers about it and
how to fulfill.
Include code in special, which staff enter into POS system.
@Location3
#DMAwebinar

40. Maps tab allows users to Users can search by city,
search for location and see state, zip code or other
nearby campuses. location details.
Check-ins on child pages All locations found within search criteria are
included in total number on show as map points and display below map
parent page. with location details.

41. MARKETING STRATEGY
POST-SALE ENGAGEMENT
• Using contact info provided by
Susan during purchase process,
AEKI sent link to follow up survey
regarding customer experience on
the AEKI website
• Agency created digital coupon
for 20% Off Next Purchase at AEKI
• Coupon delivered to Susan’s
email upon completion of the
survey with an option to share
with five of her friends via email or
SMS text
@Location3
#DMAwebinar

42. SUSAN’S PATH
NEW HOME FURNISHINGS
Interest Intent Research Recommendation Validation Decision
@Location3
#DMAwebinar

43. SOCIAL, LOCAL & MOBILE CONVERGENCE
ADDITIONAL THOUGHTS
@Location3
#DMAwebinar

44. 9 OUT OF 10 SMARTPHONE SEARCHES
RESULT IN AN ACTION
79% use smart phones for shopping related activities
74% of users have made a purchase as a result of using a smart phone
95% of mobile users search for local information
88% of mobile searchers take action within the same day
Mobile Solutions
Mobile Search Campaigns
Mobile Display Campaigns
Mobile Website Development
Location-Based Check-In Services
QR Codes/Digimarc™ Codes
SMS Campaigns
@Location3
Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users
#DMAwebinar

45. 89% OF CONSUMERS USE A SMARTPHONE EVERYDAY
YET 79% OF BRANDS DO NOT HAVE A MOBILE WEBSITE
How does the mobile search mindset differ from that of a desktop search
mindset?
• Less information, less time
• Searching for very specific information (e.g. location, price, coupon)
• Desire tailored, local content
• With the growth of Voice Search technology, not all mobile users are
searching with keywords
@Location3
Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users
#DMAwebinar

46. THE MOBILE LANDSCAPE
Website Mobile Site Mobile App Mobile App Mobile App
Not Web-Optimized Prioritized Content and Nav Locator, Menu, Product Transactional Transactional
Non-transactional Locator, Menu, Engagement Non-transactional
Non-transactional

47. SOCIAL, LOCAL & MOBILE CONVERGENCE
GOOGLE SEARCH + YOUR WORLD
@Location3
#DMAwebinar

48. SEARCH +
YOUR WORLD Owned
Media
Google Plus (a.k.a., Google+ or G+) is Google’s way to
connect businesses with their customers and the
public.
This will have a seismic impact on digital marketing
Paid
strategies including SEO, content, social, local, mobile, Media
paid search, reputation management and potentially
more.
You must develop a unique strategy for G+ that
encompasses owned, paid and earned media to
increase findability and performance. Earned
Media

49. Owned
Media
OPTIMIZATION OF GOOGLE+ PROFILE & CONTENT
Creates and optimize Google + page to properly link
accounts, add creative elements, improve keyword saturation
and increase ranking potential.

50. Owned
Media
OPTIMIZATION OF WEBSITE
Implement Google+ Code on Website:
• Add rel=“publisher” code to homepage header and
Google+ button code, which increases ranking potential
and makes you eligible for social extensions, Direct
Connect and verification.
• Add +1 buttons across website for ease of sharing content
and tracking user engagement.
• Add rel=“author” code on blogs.

51. Owned
Media
CONTINUED LOCAL PAGE INTEGRATION
Although Google Place pages recently merged with into
Google+ Local pages there are still more changes planned.
This will include:
• A merge between Google + Local and Google + Local
Business pages.
• A parent-child relationship will be established between
the corporate brand page and all local brand pages.

52. Owned
Media
OTHER OWNED MEDIA STRATEGIES
Add verified check mark to Google+ brand page, if client is
eligible.
To be eligible, brand must meet a minimum follower count
and be actively managed by paid search representatives.

53. Paid
Media
SOCIAL EXTENSIONS
Paid search ads already include a +1 button, but adding social extensions will link
your Google+ Business Page to your search ads. Social extensions also allow you
to add the +1 button to ads throughout the Google Display Network and their
mobile display network.
Benefits include increasing your circle membership on Google+, increasing
personalized search ranking potential and possible increased click through rate.
+1s on your paid search and display ads do not cost anything at this time.

54. Paid
Media
PAID ADVERTISING WITHIN GOOGLE+
Based on current trends, we predict that Google will soon
include some form of paid advertising within the Google+
platform.
Google+ paid advertising will likely include unique targeting
capabilities based on user demographics, interests and
content consumption and sharing signals.

55. Earned
Media
INCREASING CIRCLE MEMBERSHIP & ENGAGEMENT
STRATEGY
Develop an engagement and promotional plan that drives
activity within Google+ and on other owned media channels.
Plan should include:
• Content calendar
• Response guidelines
• Engagement recommendations

56. MEASUREMENT
Google+ Audience Metrics – Followers and +1s
Referral Traffic
+1s from social extensions campaign(s)
Engagement Metrics – +1s, Comments, Shares
Google organic rankings and search traffic

57. SOCIAL, LOCAL & MOBILE CONVERGENCE
Q&A
@Location3
#DMAwebinar

58. Location3.com
@Location3
Facebook.com/Location3Media
http://www.location3.com/franchise-marketing-tips

59. THANK YOU!
Anne Baum
Local Solutions Manager
abaum@location3.com
Andrew Beckman
CEO
abeckman@location3.com