The document discusses how local businesses can get on the map in the age of mobile web. It recommends that businesses claim their listings on platforms like Google Maps, create consistent online profiles across sites, post geo-tagged content like photos and videos, get customer reviews to influence potential customers, and integrate offline marketing with online using QR codes and short codes.

1. “You Are Here”
How Local Businesses can Get on the
Map in the Age of the Mobile Web
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

2. Use Hashtag:
#azgcot
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

3. Use Hashtag:
#geosomo
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

4. Steve Heideman
CTO Mint Social
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

5. Steve Heideman
CTO Mint Social
Steve Heideman
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

6. Steve Heideman
CTO Mint Social
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

7. Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

8. Geosomo
[gee-oh-so-moe]
Geographically targeted mobile
social media marketing
•Integrates online & offline
marketing
•Improves customer experience by
offering enhanced content
•Offers Business Owners better
tracking/analytics of marketing.
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

9. Nearly All Consumers (97%) Now Use
Online Media to Shop Locally
• Source: http://www.biakelsey.com/Company/Press-Releases/100310-Nearly-All-Consumers-Now-Use-Online-Media-to-Shop-Locally.asp
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

10. Smartphone Use has Taken Off
31%
50%
45% 45%
45%
40%
45% 45%
40% 37%
34% 40%
35%
30% 34% 33%
32%
31% 30%
25%
26% 27%
25%
20% 24%
20% 21%
15% 18%
10%
5%
0%
Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010
Hispanic White African American Asian
Smartphone Penetration
Base: % of population, 2009-2010 demographic trend
Source: Hubspot
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

11. Searches on Mobile Devices
Search engine queries……… 9%
Non-search engine queries
(Facebook, Craigslist)………. 22%
Local business searchers
using social networks……… 9%
(% using Facebook……………93%)
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

12. Google Maps
49,884,000 Pre-designed, Pre-
indexed SEO optimized
websites.
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

13. Google Maps
90% of customers are
using Google Maps to
find local businesses
BUT…
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

14. Google Maps
Less than 7% of
Businesses have
claimed their listing!
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

15. Google Maps
60% of Google Maps
Searches are on
Mobile Devices
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

16. Google “7 Pack”
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

17. {Step 1} Create a Profile
Document
• Consistency across
local listings
• Syntax is Important
– i.e. Phone #: (xxx) xxx-xxxx or
xxx-xxx-xxxx
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

18. {Step 2} Create Profiles
• Local Listings(except Google
Places—more on that in a
minute)
• Photo
– Panoramio
– Picasa
– Flickr
• Video
– Youtube
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

19. Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

21. {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
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

22. {Step 4} Create or Claim
Google Place Page
• Same as other local
listings
• Grab a few geo-tagged
photos from each
photo site
• Grab at least 1 geo-
tagged video from
YouTube
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

23. {Step 5} Get Reviews
• Be Remarkable.
• Make it easy. Put direct links
on your website for reviews
OR Use a service like
Customer Lobby.
• Offer incentives to customers
that post a review/check in
– Coupons
– Free Gift
– % off next purchase
– Rewards (Points, Badges)
• Free coffee for the mayor
• free desert for unlocking
badges, etc.
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

24. Social and Mobile Users
…are influencers
Consumers 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”
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

25. Integrating Offline/Online
Marketing
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

26. Ever seen one of these
secret codes?
Microsoft Tag QR Code
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

27. How Do QR Codes Work?
Sends to a web page, a location, a video, vCard, check ins
to foursquare, Facebook places etc.
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

28. QR Code Stats
52% Have seen or heard of QR Codes.
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

29. QR Code Stats
28%
Have scanned a QR Code
with a smartphone.
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

30. QR Code Stats
6% QR Code led to purchase of a
product or service.
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

31. Examples of QR Code Marketing
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

32. Short Codes
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

33. How do Short Codes Work?
•Text “KEYWORD” to short
code
•95% Open Rates
•Immediacy (drives action)
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

34. Short Code Marketing Ideas
•Sidewalk Signs for restaurants
•Coupons
•Deliver Content
•Links to URL
•Business Contact Info
•POS Free Offers
•On Real Estate For Sale Signs
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

35. Design Recommendations
Cross Browser Design—No Flash! Jquery or HTML5 CSS,
XHTML
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

36. Questions?
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com

37. To get the Enhanced Content for this
Presentation scan this tag:
Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} | www.mintsocial.com