Advanced Local Search and Social Media Strategies presentation from the 2012 Search Engine Strategies (SES) Chicago conference. The workshop was led by Location3 Media staff, Account Director Anne Baum and Social Media Planner Angie Pascale. In the half-day workshop, the Location3 crew discussed how local search marketing, social media and mobile marketing are coming together, how to leverage these initiatives for national and local businesses, and what the future holds. For more information on how these channels are converging, download our white paper: http://l3m.me/T0w3gX.

1. ADVANCED LOCAL SEARCH
& SOCIAL STRATEGIES
PREPARED FOR //
SES CHICAGO 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.
@Location3

3. AGENCY HISTORY
Founded in 1999 and located in the heart of Denver, Location3 has a staff of 75
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
Denver Business Journal #1 Ranked Agency (2012)
Denver Business Journal Best Places To Work (2007, 2009, 2012)
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)
@Location3

4. FINDABILITY EXPERTS
1 of only 19 agencies in the U.S. awarded both Google Analytics and Website Optimizer/Content Experiments certifications
1 of only 9 agencies in the U.S. awarded Microsoft AdExcellence “Preferred Agency” status
1 of only 24 agencies in the U.S. designated as a certified Google Tag Manager Partner
1 of only 16 agencies** worldwide awarded Google AdWords Premier SMB Partner status
**Certifications as of November 1, 2012
**This certification is held by Local Search Traffic (LST), a division of Location3 Media.
@Location3

5. SPECIALIZING IN LOCAL DIGITAL MARKETING SOLUTIONS
Location3 provides local store digital marketing(LSDM) to over 100,000 multi-unit retail and franchise locations
nationwide, ensuring the seamless and efficient integration of corporate and store level digital marketing strategies.
LSDM Solutions
• Local Map Listings
• Franchisee PPC Management
• CMS for Local Store Websites and Landing Pages
• Local SEO
• Location-Based Check In Services
• Online Review Management
• Mobile Marketing
• Social Media
• Local Call-Tracking and Analytics Platform
• On-Demand Reporting Dashboard
@Location3

6. ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES
PRESENTATION AGENDA
@Location3

7. 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
A social media post from a local business reaches 5x the percentage of fans as a corporate post
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

8. TODAY’S TAKEAWAYS
• Tips and best practices for reaching and engaging on-the-go consumers through their mobile devices
• How to structure and optimize local pay per click campaigns to meet your online goals
• Utilizing display and retargeting for local products and services
• Insights on new Google+ Local pages, how they differ from Google Place pages and how local businesses should manage data on
these pages
• How to develop localized content and engagement strategies to leverage social media
• How to integrate campaigns and provide a consistent user experience and message across all platforms
• Methods and tools for measuring performance and impact of social, local and mobile marketing efforts
• Industry insights and trends to predict and prepare for future initiatives in local, social and mobile
@Location3

9. ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES
THE PATH TO PURCHASE
@Location3

10. FROM FINDABILITY TO PERFORMANCE
THE TRADITIONAL PATH TO PURCHASE
Interest Intent Research Recommendation Validation Decision
@Location3

11. 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.
@Location3

12. 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
@Location3

13. 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?
@Location3

14. 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

15. 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

16. 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

17. ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES
SUSAN’S PATH TO PURCHASE
@Location3

18. SUSAN’S PATH
INTEREST
• Searches “home decorating ideas”
AEKI – Decorating, Indoor Rooms, Organizing Ideas
www.aeki.com/ Share
• Finds a blog on home decorating that
was shared by a friend
• Notices several products in the blog
post that catch her eye
• Notices content from AEKI blog that
AEKI – Decorating, Indoor Rooms, Organizing Ideas
was reposted by her friend and linked to www.aeki.com/ Share
AEKI site
@Location3

19. MARKETING STRATEGY
INTEREST
• AEKI creates blog on 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
• Content shared on Google+ and other social
channels
@Location3

20. SUSAN’S PATH
INTENT
• Searches “home decorating on a budget” on
Google
• Sees a post from AEKI shared via Twitter due to it
being linked on their Google+ page
• Decides to follow AEKI on Twitter
• RTs the post to her followers
@Location3

21. MARKETING STRATEGY
INTENT
• Created Google+ corporate page for AEKI, added
links to other social media channels on Google+
page and created and a content calendar
• Google is using Google+ as portal to all social
channels, and ranking content based on social
signals
• Content is posted regularly including sharing
content posted by similar companies and original
content
@Location3

22. MARKETING STRATEGY
INTENT
@Location3

23. MARKETING STRATEGY
INTENT
@Location3

24. MARKETING STRATEGY
INTENT
@Location3

25. 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

26. MARKETING STRATEGY
RESEARCH
• Actively managed paid search campaign to
maximize budget and develop comprehensive
keyword lists
• Identified opportunity for keyword phrase
“decorative area rugs” in specific geo regions
through tools like Google Analytics or your
internal sales databases
• Structured their AdWords campaign for
“Rugs” to only show up in certain regions
• Wrote ad copy to appeal to specific geo-
regions
• Developed landing page specifically for
“decorative area rugs” to decrease consumer
bounce rate on-site
@Location3

27. MARKETING STRATEGY
RESEARCH
Age group defines how users search for local businesses:
• More 19-34 year olds aren’t using a geo-modifier than any other age
group
• Using a geo-modifier most of the time (zip, neighborhood, city name)
is still the most popular way for searchers to find local businesses
• 55+ always or usually use a geo-modifier
Geo-modifiers are broken out into 4 categories:
• Town and city name are the most popular geo-modifier
• Zip code is second (due to ever rising popularity of mobile
devices)
h"p://searchengineland.com/how-­‐users-­‐search-­‐for-­‐local-­‐businesses-­‐5-­‐9ps-­‐to-­‐op9mize-­‐local-­‐lis9ngs-­‐97612

28. MARKETING STRATEGY
RESEARCH
Rugs denver
• User behavior based on keyword will determine what
landing page you want to drive traffic to. Decorative rugs denver
• Geo-graphic searches might indicate intent to visit a
store
Rug selections denver
• Broad keywords might indicate online purchase intent
@Location3

29. SUSAN’S PATH
RESEARCH
• Finds a DIY decorating blog for
additional information
• Sees a display ad for AEKI offering a
discount on saved items in-store or
online
• Susan could click through to the site
to resume her shopping
• There is also an option for her to print
out a coupon for in-store use on the
page
@Location3

30. MARKETING STRATEGY
RESEARCH
• Analyzed the behavior of users on the site
using an analytics package
• Created a remarketing list in Google Analytics
targeting consumers that had put items in their
shopping cart but had not made a purchase
• Linked the remarketing list to a Google
AdWords GDN campaign
@Location3

31. MARKETING STRATEGY
RESEARCH
• Created a Remarketing campaign in Google AdWords
using creative made with the Google Display Ad Creator
• Pulled in a remarketing list from Google Analytics to
Google AdWords
• Use AdWords data to refine the remarketing campaign
placements and lists

32. SUSAN’S PATH
RESEARCH
• 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

33. MARKETING STRATEGY
RESEARCH
• Optimized AEKI location page through
Google Places (places.google.com/
manage)
• Claimed and verified listing through
Google Places as well as numerous other
local map listing sources
• Added user-friendly, rich content such
as photos and description
@Location3

34. MARKETING STRATEGY
RESEARCH
• Location extensions can also be added
to paid campaigns
• AdWords allows you to automatically link
your Google Places account to your
location extensions
• Adcenter allows you to manually add
locations or use their bulk upload
functionality

35. @Location3

36. LOCAL GOOGLE+ AND GOOGLE+ LOCAL BUSINESS PAGES MERGING
@Location3

37. THE FUTURE: PROPOSED SMB PROJECT
Source: http://online.wsj.com/article_email/SB10001424052702304821304577443371490403652-lMyQjAxMTAyMDAwMzEwNDMyWj.html
@Location3

38. OPTIMIZING YOUR GOOGLE+ BRAND PAGE
ACTION STEPS RIGHT NOW
Optimize Google+ Profile
Optimize Google+ Content
OWNED Implement Rel=publisher and rel=author Code on Website
Verify Google+ Page
Merge Google+ Local with Local Google+
Implement Social Extensions on PPC and GDN Ads
PAID Manage Paid Advertising within Google+ (future)
Post original and relevant content on Google+ page
EARNED/ Increase Google+ Circle Membership
SHARED Engage with users on Google+
Leverage Google+ Hangouts
@Location3

39. MARKETING STRATEGY
RESEARCH
• Optimized AEKI location page using city name,
metro area or other geo-modified terms in URLs
@Location3

40. MARKETING STRATEGY
RESEARCH
Local store URL drives searchers
directly to individual local landing
pages with custom content
pertinent to each location
The structure and content of local
pages is directly related to a site’s
ability to appear in localized results.
• Navigation to local pages
• URL & file structure
• On-page optimizations
• Local and non-branded
keyphrase usage
• Service orientated content
• Metro landing pages
• Internal linking
@Location3

41. PPC ADS & SEO CLICKS
Source: Google, March 2012
@Location3

42. GOOGLE’S VENICE UPDATE
Increased the amount of local and organic blended results, making the connection between both local and
SEO efforts more important than ever.
@Location3

43. EXAMPLE OF
BLENDED RESULTS
@Location3

44. THIS IS ALL GOOGLE HAS STATED
ABOUT VENICE.
@Location3

45. FRESH CONTENT
The search engines prefer to rank websites that they consider to be more current as
that would signify relevance to their users. By regularly adding fresh content, the
search engines will see it as an active and up to date website
Many content strategies live at the national level, but sometimes there are
opportunities on the local side to develop fresh content
• Local blog
• Refresh content on local webpage
• Add new sub-pages to the local page
@Location3

46. SUSAN’S PATH
RECOMMENDATION
• Notices a poor Google review
from a recent customer and
decides to search for other reviews
@Location3

47. 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+ Local page, because
she knows it was simply one person’s
experience out of many
@Location3

48. MARKETING STRATEGY
ENGAGEMENT
• 7 in 10 who read reviews share
them with friends, family &
colleagues
• 90% of consumers trust
recommendations from friends
Sources: Deloitte & Touche, Compete.com, 2011 The E-tailing Group; E-Consultancy
@Location3

49. MARKETING STRATEGY
ENGAGEMENT
1/3 OF PEOPLE WILL REMOVE A NEGATIVE REVIEW IF BUSINESS RESPONDS.
Monitor reviews (and general web) for branded and non-branded terms. Reviews – check once a
week. All other sites – daily or every other day, depending on volume of conversations.
To increase efficiencies, create template responses for various comment categories (e.g., quality
of service, pricing, etc.).
Create and use email address for taking conversation offline (e.g., clientcares@client.com).
Tailor and personalize template responses for each review to provide genuine comments that are
not duplicated.
Different than general social networks due to lack of conversational element—when a business
responds on most customer review sites, the reviewer is not notified.
@Location3

50. 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

51. MARKETING STRATEGY
ENGAGEMENT
• Developed comprehensive strategy for
increasing social engagement through Facebook
contest
• Developed Facebook Contest App for
Facebook page
• Promoted the contest page through highly
targeted Facebook ads
@Location3

52. ONCE THEY LIKE YOUR PAGE, FANS DO NOT GO BACK
20-95%
Fans who do not
see your posts
10-70%
Fans who see your
posts
0.1-4.0%
Fans you Like or
comment
0.1-0.5%
Fans who go to
your actual
Facebook page
@Location3

53. YOU MUST REACH THEM THROUGH
COMPELLING, SHARABLE CONTENT
AND
FACEBOOK ADS
@Location3

54. BENEFITS OF
FACEBOOK ADS
• Increase brand awareness,
generate engagement, promote
specials and contests, and drive
traffic to website.
• Create sales/lead gen environment
within Facebook.
• Micro-targeting opportunities.
• Ease in managing spend with Cost
Per Like, CPC or CPM models.
@Location3

55. FACEBOOK ENHANCED TARGETING & OPPORTUNITIES
Custom Audience Facebook Mobile In-app
Feature Exchange Targeting
• Target existing customers on • Once users visits your • Reach Facebook users within
Facebook via email or phone website, you can deliver ads relevant apps
lists on Facebook to retarget
• Target based on Facebook’s
• Layer Facebook’s standard • Not layered with Facebook standard Marketplace
targeting parameters on top standard targeting parameters
parameters
• All data is hashed to protect • Banners and interstitials
privacy of customers
@Location3

56. 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

57. MARKETING STRATEGY
VALIDATION
AVERAGE ORDER FROM
PINTEREST IS DOUBLE THAT OF
FACEBOOK AND HIGHER THAN
GOOGLE & AMAZON.
• Developed and actively managed
Pinterest account for AEKI
• Added “Pin It” buttons to product pages
and code in price ribbon
• Placed analytics event tracking on Pin It
buttons to measure engagement stats
across site
@Location3

58. 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

59. MARKETING STRATEGY
DECISION
• Analyzed website interaction on the device level to
understand user behavior based on device type
• Created mobile only campaigns in AdWords and
AdCenter
• Used advanced mobile settings (when available) to
customize mobile campaigns
• Utilized click to call or led users to a mobile website
based on behavior
@Location3

60. MARKETING STRATEGY
DECISION
• Analyzed campaign behavior to further
optimize the campaigns
• Bidding is extremely important for mobile
devices. Being in position 1-2 increases
performance
@Location3

61. 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
@Location3

62. MARKETING STRATEGY
LOCATION-BASED SERVICES
1. Clean up venue data:
• Business name
• Description
Protect Integrity Gain Control of • Address
• Phone
of Local Data Brand Assets • Hours (FB only)
• Twitter link (FSQ only)
• Website link (FSQ only)
• Vanity URL (FB only for local pages)
Increase • Profile image/cover photo
Improve User
Localized 2. Establish parent-child hierarchy, where appropriate
Experience (franchise/multiunit)
Awareness
3. Develop Specials campaign to attract new and/or reward
existing customers
@Location3

63. MARKETING STRATEGY
LOCATION-BASED SPECIALS STRATEGIES
Choose from nine types of specials across both channels.
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.
Create POP signage for use at each location.
Place decals sent by Foursquare/Facebook on each location’s door/
window.
@Location3

64. 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
• 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

65. 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
@Location3

66. ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES
MEASUREMENT
@Location3

67. KPIS FOR LOCAL SEARCH
82% of local searches result in a phone call, visit to store, or a
visit to the website. With that in mind, these are the KPIs that are
most commonly used to measure the success of local Pay per
Click campaigns:
• Phone calls
• Get more information form fills
• Service sign up/purchase
• In store coupon redemption
• Online purchase
• Online ordering/in-store pick-up
• Improvement in current metrics measured with a national
campaign
@Location3

68. GOOGLE ANALYTICS MULTICHANNEL FUNNELS
@Location3

69. INCREASE IN LOCAL INTENT
@Location3

70. WHAT IS THE VALUE OF SOCIAL MEDIA AND
CONTENT MARKETING?
@Location3

71. WHAT IS THE VALUE OF SOCIAL MEDIA AND
CONTENT MARKETING?
YOU NEED TO DECIDE!
@Location3

72. MEASURING SOCIAL & CONTENT INITIATIVES
Audience/Awareness Views/Consumption
Engagement Sharing
Actions Search Impact
@Location3

73. TOOLS & TECH
Qualitative and Social media monitoring Facebook app publishing. Social media platform for Analytics for location-based
quantitative measurement and sentiment tracking. management, compliance, services (e.g., Foursquare).
of social media referrals. publishing, monitoring,
analytics.
Audience, engagement, Audience, engagement, Manage social media Social media influencer Blogger outreach and
reach, content analysis, viewership, video networks, mostly Twitter, identification. influencer identification.
demographics. analysis, demographics. monitoring, collaboration,
measurement.
@Location3

74. IF YOU LEARNED NOTHING ELSE, KNOW THESE FIVE THINGS
START WITH • Do your due diligence to learn and understand demo- and psychographics, mindset, needs of your target
audience(s)
CUSTOMERS
• Digital interaction does not happen in isolation, and neither should your digital marketing initiatives. Consider
INTEGRATION IS KEY how each overlaps, and push all staff members/departments/agencies to work together.
• Assign one person or team to lead the digital strategies and integration to ensure it is executed effectively and
ASSIGN AN OWNER efficiently
• Add geo-modified terms to your paid search campaigns, site architecture, content, and link development
LOCALIZE YOUR initiatives
CAMPAIGNS • Use location targeting to reach your current customers as well as your potential customers
SHARE INSIGHTS AND • Agree on KPIs for your efforts across all channels and have a unified way to measure results. Share results
across mediums often to gain the most from all of your online local efforts
DATA
@Location3

75. ADVANCED LOCAL SEARCH & SOCIAL STRATEGIES
Q&A
@Location3

76. http://l3m.me/ConvergenceWPPDF
@Location3

77. THANK YOU!
Anne Baum
Local Solutions Manager
abaum@location3.com
@SearchDiva
Angie Pascale
Social Media Planner
apascale@location3.com
@AngiePascale
@Location3