Hyperlocal -- the power tool of online marketing

3. what I’m not talking about . . .

4. Google AdSense

5. AOL

6. national networks

7. targeting by zip code

8. what I’m talking about

9. hyper-local online efforts

10. grass-roots

11. usually small staff

12. community focused

13. digital native

14. this is a diverse group

15. blogs

16. forums

17. custom platforms

18. varied business models

19. examples

21. The Rancho Cordova Post

24. MyFolsom.com

25. Reynolds Journalism Institute Survey

26. 19 top hyper-local sites

27. top journalism school study

28. better than TV/newspapers

29. > trust and satisfaction

30. bottom line

31. connect deeply

32. authentic voices

33. loyal, local audiences

34. much like the arts and crafts movement

35. handcrafted

36. why should we care?

37. reach tastemakers

38. we call them mavens or hubs

39. audience have great multiplier effects on -

40. social media

41. word of mouth - in real life!

42. challenges

43. solutions

44. get used to small buys < $300

45. invite many locals in for one meeting and make negotiate a clustered buy

46. diverse and weak reporting methods

47. ask for screen shots

48. use compete and quantcast

49. serve ads through your own ad server and ad tags for consistent reporting

50. non-standard ad sizes

51. educate publishers on the importance of certain ad sizes

52. not usually sold by CPM or CPC

53. the publisher sees this as a relationship not a transaction, so . . .

54. huge opportunities

55. willing to go the extra mile

56. meeting face to face with your clients

57. advertorials and special requests welcome

58. often willing to trade

59. ask for mentions on twitter and facebook

60. round out your portfolio with unique opportunities other agencies can’t access

61. how do I find these hyper-locals?

62. placeblogger.com

63. write it down! placeblogger.com

64. kcnn.com

65. so this is kinda difficult to pull off right now

66. trends are helping out

67. trend #1 Patch

68. hyper-local owned by AOL

69. solves many mechanical issues - reporting, ad sizes, etc.

70. opened up about 500 sites by now

71. trend #2 ad networks

72. solves mechnical problems and have huge reach

73. one point of contact

74. one point of contact

75. SLOAN sacad.net

76. TBD

77. growthspur

78. projects starting in Chicago, New York and Philadelphia

79. if you work with one don’t forget to ask for the advertorials and extras

80. speaking of Philly: Technically Philly

81. trend #3 services not sites

82. growth in foursquare

83. gowalla

84. groupon

85. living social

86. these are not websites

87. they are services to users across many platforms

88. like iPhones

89. and computers

90. and tablets

91. advertising on them doesn’t work

92. but they offer marketing services that DO

93. special offers

94. using the services for free works too -

95. like The Sacramento Kings on L

96. rent a vacant retail space

97. hold events during festivals

98. people who check in on foursquare get a prize

99. brings more people to the brand

100. pull rather than push marketing

101. not advertising on a site but using marketing services to reach locals

102. questions? #BOLO 2010 @gsamek