Integrated Digital Marketing for Franchise Systems

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INTEGRATED DIGITAL MARKETING
FOR
FRANCHISE SYSTEMS IN 2013

#FranchiseDigital @Location3

TODAY’S PRESENTERS

Ty Schlegel – Google Partner Trainer
Responsible for the education of Google's product, sales, and strategy to the North
America Premier SMB partners.

Anne Baum – Location3 Media Account Director
Responsible for providing strategic direction in paid search marketing and local
business listings management for franchise and multi-unit businesses.


LOCATION3 MEDIA
Founded in 1999 and located in the heart of Denver, Location3 is a full service
digital marketing partner with a staff of 80 full-time employees who service
global, national and local brands and manage over 100,000 franchise and multi-
unit business locations.

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)
Search Engine Strategies Award Winner (2008)
American Marketing Association Peak Award Winner (2007, 2008, 2009, 2010)
Telly Award Winner (2011)
Top 50 Colorado Companies To Watch (2010)

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.

THE ONLINE MEDIA LANDSCAPE
RESEARCH & TRENDS


One of the Most Popular Online Activities

1B+
More than a billion searches a day worldwide –
more than half come from outside of the US

18.2B
In December 2011, 18.2 billion searches were
conducted in the US alone – 2 in 3 on Google

Google has Majority Search Share Globally


People are constantly looking for new information online

There are billions of searches each day on
Google. 16% of the searches we see are new.


And they are looking every day…

PEW [D680] eMarketer, July 2011


All day and across all devices…

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day.
Does not indicate absolute or relative traffic volumes.


Customers rely on
Shopping starts Online shopping
online sources for local
online continues in store
information
94% of consumers research 97% use online media when 75% search before or
products online before buying researching products or during a shopping trip
services locally

Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, 2010 Deloitte LLP Survey


While total ad spend is expected to increase 25% from 2008 to 2013,
the Internet’s share of ad spend will increase by more than 50%
Source: Jupiter, “U.S. Online Advertising Forecast, 2008 to 2013,” June 2008.


YoY Search Metrics Summary For Hospitality


INTEGRATED DIGITAL PROGRAMS
OPPORTUNITIES & EXAMPLES


Search, Display
& Social Media


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.


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


Managing the path to purchase for franchise systems
requires a combined effort between franchisors and
franchisees.


Franchise Impact. Brand Intact.


MANAGING THE LOCAL PATH TO PURCHASE

BRAND / FRANCHISOR FRANCHISEES / STORE OWNERS
• Provide store locations with marketing plan and approved • Manage local paid search programs that target local
branding collateral for individual use customers using keywords and ad copy specific to
individual stores
• Provide franchisees with seasonal content calendar
• Update local landing pages to add to new products or
• Manage local listings by centralizing at corporate to ensure services at the store level using access to CMS provided
consistency and accuracy of data by corporate system

• Provide franchisees a website framework and CMS that • Engage customers on local social media channels while
allows for localized custom content adhering to brand guidelines and corporate policies set
forth in advance
• Develop a centralized social media strategy that ensures a
consistent brand voice, and is supported by store-level voice • Use social media as an extension of community-facing
initiatives and efforts to further engage customers
• Provide incentives to franchisees to manage their own paid
search campaigns on a location-by-location basis


•Online venue management •Geo-modified PPC
and data integrity is the campaigns ensure your
foundation of your local local businesses are found
digital presence in local search results

Local
Local
Listings
Paid Search
Management
LOCAL STORE
DIGITAL MARKETING
Local Local
Social Media SEO
•Listen, Respond, Promote.
Engage your local •Optimized local store pages
customers with local and content help your local
content and with a local businesses achieve
voice maximum organic ranking


ACCURACY AND POSITION
THE KEYS TO CONVERTING LOCAL CUSTOMERS


DATA MANAGED BY CORPORATE OR PARTNER

DATA INTEGRITY AND ACCURACY

LISTING ACCURACY AND TOP POSITION


Paid

THE ANATOMY
OF A LOCAL
SEARCH
Maps

Organic

THE IMPORTANCE OF
PAGE 1 POSITION
Paid

75% of searchers never scroll
past the first page of results

Listings in the top position on
page one for search results
receive 42% of all click-thru
traffic.

Paid search ads provide 50%
incremental clicks even when a Organic
business ranks #1 for a keyword
in organic search results

#FranchiseDigital @Location3 Source: http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/ , http://googleresearch.blogspot.com/2012/03/impact-of-organic-
ranking-on-ad-click.html

THE ANATOMY
OF A LOCAL
LISTING

WHAT IT
SHOULDN’T
LOOK LIKE


THE ANATOMY Branding
OF A LOCAL
LISTING Social

NAP
Keywords

Local Content

Rating

Reviews

LOCAL SEARCHES CONTINUE TO GROW

1 in 5 1 in 3
desktop searches are local mobile searches
are local
Source: Google Internal data, 2011.

Our time online is spread between
4 primary media devices
Avg. time spent
per interaction

39 Minutes
43 Minutes

30 Television

17 Minutes PC/Laptop

Minutes Tablet

Smartphone

Base: All Interactions (15738). Q. How long did you do this activity?


Sequential screening is common &
mostly completed within a day

90%
Use multiple screens
sequentially to
accomplish a task
over time

98% move between devices that same day

Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing
it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average,
#FranchiseDigital @Location3 how much time passes between the time you begin an activity on one device and continue the activity on another device?

Consumers rely on search to move
between devices

Searching Browsing Shopping Watching an
for info The internet Online Online Video
Search again on the
second device 63% 61% 51% 43%
Directly navigating to
the destination site 52% 58% 48% 43%
Via email / sending
a link to myself 49% 45% 31% 30%
Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video
(623). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity
(column),
#FranchiseDigital @Location3 please indicate the way(s) in which you did this.

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

Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users

PAID SEARCH & DISPLAY


Search Increases the Efficiency of TV, Print & Radio

Efficiency (Effectiveness/Budget)
Without Search With Search

+10% +9%

+3%

TV Radio Print

Adding search to other media increases all media efficiency
in impacting brand values.
Source: Flora Xmos Unilever Study (MetrixLab, March 2009)


Search Drives Offline Conversions

89% 93%
of consumers are looking for of purchases are done
products Online Offline

Source: Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.


SEARCH PHILOSOPHY

Intent-based behavior

Specific answer to a specific problem, question or opportunity

Predictive modeling

Start with a broad set of ad groups and keywords

Consistently refine and optimize

Drive the highest level of conversions at the lowest cost


Targeting: Geo-targeting to

CUSTOM CAMPAIGNS local buyers within an
approved market

Keywords: Keywords Budget Assessment:
can be customized to Impacts visibility and
individual locations to should be carefully
focus on specific determined up front
Program Implementation
products and services

Optimization: Continuous Ad Copy: Pre-qualifies traffic
evaluation and optimization to the landing page
by experienced
professionals to maximize
ad spend

Placeholder

We take an individually-tailored
approach on a store by store level, while
still ensuring best practices are met.

Reporting: On-demand reporting portal Landing Page: To enhance every step of the
#FranchiseDigital @Location3 available with full transparency into KPI’s conversion path, you must consider the layout
and ROI and design of the landing page.

MARKETING TERRITORY N

COMPLIANCE
W E
Location-target your franchisees’ ads according to your marketing
territory requirements.

Using IP addresses, search engines can determine where searchers S
are located and map this to provided specifications.

The result is that your franchisees comply with marketing
regulations and spend money on the searchers that matter.


TOOLS FOR SUCCESS
PPC CAMPAIGN PORTAL

Provide a self-serve solution for program
participation. Budgets, keywords and ad
copy are pre-approved by corporate.

A centralized resource that relieves
corporate of overwhelming franchisee
management.

Flexible payment options are available to
accommodate any scenario.


TOOLS FOR SUCCESS
PPC REPORTING SUITE
Reporting suites take campaign data
and turn it into easily-readable
intelligence so franchisees can see how
their campaigns are progressing.

Interface cleanly features important
campaign metrics.

Franchisees are supported with helpful
video-FAQs to better understand
reporting.


TOOLS FOR SUCCESS
PPC CALL TRACKING PORTAL
Enables franchisees to track PPC leads and listen to incoming calls from PPC campaigns, providing valuable insight on their
customer’s needs and their store’s service to support both marketing and training opportunities.


INTEGRATING SEARCH AND DISPLAY
FOR DATA-DRIVEN USER EXPERIENCES

The combination of Display and Search delivers:

• 155% increase in search activity

• Speeds Up the Purchase Funnel 5X

• 27% of users perform a search query instead of
clicking on a banner

#FranchiseDigital @Location3 Sources: Yahoo Search and Display, Atlas Digital Marketing Insight, Specific Media

DISPLAY PHILOSOPHY

Data drives Display

Display drives Awareness

Awareness drives Intent

Intent Drives Action

A catalytic impact on the purchase funnel


DISPLAY ADS DRIVE DIRECT ENGAGEMENT: THEY BOOST TRAFFIC, PROMPT
SEARCHES AND INCREASE CLICKS ON YOUR LINKS

Users exposed to display ads are: Only 20% of conversions are the
result of a click.

Source: Google 2012


Display plays an important role at each phase of the purchase cycle

Customer purchase funnel GDN features
Audience engagement
Awareness
Contextual targeting
Interest Interest category /
similar users targeting
Intent interest, remarketing
Consideration
Display + search

Purchase
Social display

Loyalty


TOOLS FOR SUCCESS – GOOGLE DISPLAY NETWORK
Direct response campaigns Brand campaigns
The typical search + display campaign gets 22% Preliminary studies show that the GDN drives
greater conversions compared to search only greater lift in brand metrics than market norms:3
campaigns1

The typical remarketing account gets: + 8% + 55%
• 52% higher click through rates
• 51% higher conversion rates and
• 28% lower CPA
Compared to the rest of display2 Vizu GDN Vizu GDN
average average average average
Source: 1. Iprospect & comScore real branding implications of digital media - august 2011.
2. Internal Google data.
(13.4%) (14.4%) (8.0%) (12.4%)
3. Vizu brand lift norms, nov ‘11, compared to 7 “awareness” and 6 “intent” campaigns that
ran on the GDN.

Awareness Intent


SOCIAL / SEO / CONTENT / DESIGN


Source: http://www.digitalbuzzblog.com/wp-content/uploads/2013/01/social_media_infographic_2012-blog-full.png


Grow your followers and connect your Google+ page to your site

For top sites, the
badge accounts
for 38% of followers

Links your site to
your Google+ page,
allowing for:
• +1’s from your page
to appear in search
• People to follow
your page directly
from search


Give your fans a
Megaphone


Google
+1’s
• Your brand message Android Phone | BestBuy.com
www.bestbuy.com
Save Instantly On Android With No Mail Rebates at BestBuy!
• Your fans’
recommendations at Kari Clark, Christian Oestlien, Chris Vennard and150 other people +1’d this page
the right time & place


+1’s increase your
performance
5 –10% average increase
in CTR on search ads


SEARCH ENGINE OPTIMIZATION
Brand Website Keywords
Brand Social Media Assets Title tags
Press Release Optimization URLs
Directory Submissions META data
Link-building Content Website Images
Blogger/Influencer Outreach Distribution Optimization Text
Guest Blog Posts Headers
Social Syndication Internal linking

Content
Development
Online distribution and engagement of unique, fresh and Onsite keyword structure can influence
relevant content can influence over 50% of SERP’s over 25% of SERP’s organic ranking factors
organic ranking factors
Blog
Product/Service/Category Sub-pages
Resource Section
New Sections
#FranchiseDigital @Location3 Infographics, Video, Posts

AS THE WORLDS OF
DESIGN, CONTENT
AND SEO COLLIDE,
FINDABILITY
REQUIRES A
CHOREOGRAPHED
EFFORT.

And enhanced performance requires design
to not only be user-centric, but to be
optimized for multi-channel engagement.


UNIQUE LOCAL PAGES
http://www.publicstorage.com/locations/Colorado-storage/Denver-CO-
http://www.homedepot.com/StoreFinder/index.jsp#zip=80223 storage/1019-80205-2011-storage.aspx


BRAND SITE
FRAMEWORK
Corporate can enhance franchisee marketing
efforts by laying out a design framework that
protects the brand’s image while still
allowing for a Content Management System
that individual locations can use with
provided access to customize the following:

• Local landing pages within the site
• Product listings and updates
• Images and videos
• Custom content by location


WHY IS CONTENT
IMPORTANT TO SEARCH
ENGINES?
There are two primary reasons…

1. Properly-formatted content is the substance that search
engines crave when crawling your site. It helps engines
match up searchers’ needs – expressed via queries – to
relevant websites.

2. Content provides a natural way for your site to organically
generate back links. This metric still remains an important
factor in Google’s algorithm that impacts ranking. As more
people link to your content, the better your site should rank.


Content marketing is educating and inspiring people enough to do business with you.

Nothing that comes out of the mouth of a brand or any other institution has remotely the

influence of what comes from the mouths of 7 billion bystanders freely trading opinions online.

Content = YOUTILITY

Source: Jay Baer, Convince and Convert

Sell something and you make a customer today. Help someone and you make a customer for life. @jaybaer

LOOKING FORWARD IN 2013
NEW GOOGLE PRODUCTS & FRANCHISE EVENTS


Location Targeting and Extensions
Airport Targeting a new way to reach travelers on the go Location extensions and sitelinks show together

Larger, more useful maps


Calls Innovations

Click-to-call Button

Expanding Availability of Google call forwarding
numbers

Call Extensions for in-app ads


Universal Analytics - BETA
New tools offered by Universal Analytics via the new Measurement Protocol can help you measure how people actually
become and remain loyal customers.

Consumers use multiple devices – seamlessly
send your own data about your customers and
business to your Analytics account

The world is mobile– mobile app analytics
has been delivering great results for clients –
Universal Analytics now enables you to measure
your marketing more holistically
Your business is unique – use Universal
Analytics to integrate your own data and
customize the metrics that matter to you –
Cross-channel measurement is essential – Cross-channel information is beyond website visits
more important and more diverse than ever before. Universal analytics lets you
sync your own data from across various marketing channels


THANK YOU!

Ty Schlegel – Google Partner Trainer
tschleg@google.com

Anne Baum – Location3 Media Account Director
abaum@location3.com


Integrated Digital Marketing for Franchise Systems

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