74% of internet users perform local searches. 67% percent 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 you? That you can no longer view social media, local search and mobile marketing in isolation. View this presentation to learn how to optimize 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, how to reach and engage on-the-go consumers through their mobile devices and more.

1. SOCIAL, LOCAL & MOBILE
CONVERGENCE
PREPARED FOR //
LOCAL SEARCH ASSOCIATION
APRIL 12, 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
65 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
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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
#LSAwebinar

7. TODAY’S TAKEAWAYS
• How to optimize 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
• 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
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8. SOCIAL, LOCAL & MOBILE CONVERGENCE
THE PATH TO PURCHASE
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9. WHERE PATH MEETS PRESENCE
79% of shoppers conduct at least half of their product research online before they make a purchase.
Interest Research Recommendation Validation Decision
90% of shoppers trust recommendations from their friends.
@Location3
#LSAwebinar Sources: 2011 The E-tailing Group; E-Consultancy

10. TURNING DECISION INTO ADVOCACY
Decision Validation Recommendation Engagement Advocacy
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11. CONSUMER PROFILE
SALLY
• Working professional
• 30-35 years old
• Married
• Two children
• First time homebuyer
Needs:
Sally recently purchased a new home
with her family and needs a variety of
furnishings for her new house.
@Location3
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12. BUSINESS PROFILE
“AEKI”
• Large home furnishings store
• Uses traditional and digital advertising
• eCommerce website
• Mobile website
• Mobile app
• Claimed and verified all locations online
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13. CONCEPT
We are the digital marketing agency for Finnish home goods super giant AEKI (ay-kee). We will follow Sally 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
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14. SOCIAL, LOCAL & MOBILE CONVERGENCE
SALLY’S PATH TO PURCHASE
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15. SALLY’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
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16. 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
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17. SALLY’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
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18. 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
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19. SALLY’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, Sally clicks through to
an AEKI landing page specifically for
“sofas” and “couches”
• Browses content and notes a few
favorites before returning to her search
@Location3
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20. MARKETING STRATEGY
RESEARCH
• Many channels and strategies
contribute to a high organic search page
rank for a brand’s website
• Keyword 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
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21. SALLY’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 local map
listing page for the Grant St. store
location
@Location3
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22. MARKETING STRATEGY
RESEARCH
• Agency optimized AEKI location
page on Google Maps
• Agency added social extensions
• Agency claimed and verified
listing on Google Maps
• Agency added user-friendly, rich
content such as photos and videos
• Agency performed review
management and provided
consumer engagement strategies
@Location3
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23. SALLY’S PATH
RECOMMENDATION
• Notices a poor Google review
from a recent customer and
decides to search for other reviews
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24. SALLY’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
• Sally 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
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25. MARKETING STRATEGY
ENGAGEMENT
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26. SALLY’S PATH
PASSIVE RECOMMENDATION
• A few days after her home furnishings
research, Sally 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, Sally decides to visit
the AEKI Facebook page to enter the contest
@Location3
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27. 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
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28. SALLY’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
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29. 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
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30. SALLY’S PATH
DECISION
• Sally 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
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31. MARKETING STRATEGY
POST-SALE ENGAGEMENT
• Using contact info provided by
Sally 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 Sally’s email
upon completion of the survey
with an option to share with five of
her friends via email or SMS text
@Location3
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32. SALLY’S PATH
NEW HOME FURNISHINGS
Interest Research Recommendation Validation Decision
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33. SOCIAL, LOCAL & MOBILE CONVERGENCE
ADDITIONAL THOUGHTS
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34. 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
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35. 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
The results of Location3 mobile websites for our clients:
• 100% increase in time spent on our clients’ sites
• 50% reduction in bounce rate
• 100% increase in conversions from search campaigns
@Location3
Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users
#LSAwebinar

36. 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

37. 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.
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38. SOCIAL, LOCAL & MOBILE CONVERGENCE
GOOGLE SEARCH + YOUR WORLD
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39. SEARCH + YOUR WORLD
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40. SEARCH +
YOUR WORLD
Personal Results
Enable you to find information just
for you, such as Google+ photos
and posts—both your own and
those shared specifically with you,
that only you will be able to see on
your results page.
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41. SOCIAL, LOCAL & MOBILE CONVERGENCE
Q&A
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42. Location3.com
@Location3
Facebook.com/Location3Media

43. http://www.location3.com/franchise-
marketing-tips

44. THANK YOU!
Anne Baum
Local Solutions Manager
abaum@location3.com