This webinar discusses the impact of local social engagement on business traffic. It covers how consumer behavior is shifting to mobile and social media, with location and intent playing a key role. Facebook Graph Search was examined as a new local search engine, with implications for businesses to claim and optimize their listings. Data showed high engagement for local pages versus brand pages. Steps were outlined to build local engagement through listing management, monitoring, promotions, and community management. The presentation provided an action plan for businesses to scale their local social media presence.

1. DIGITAL EXPERT WEBINAR SERIES
THE IMPACT OF LOCAL SOCIAL ENGAGEMENT ON
YOUR BUSINESS TRAFFIC
Build a strategy that leverages the growing local voice

2. June 11, 2013  Mediative.com
TODAY‟S SPEAKERS
Rob Reed
Founder
MomentFeed
rob@momentfeed.com
Cate Cadbury
Head of Creative Services
Mediative
cate.cadbury@mediative.com
Kyle Grant
Senior Product
Manager, Performance
Services
Mediative
kyle.grant@mediative.com

3. • #MediativeWebinar
Following the webinar, you will receive the following:
Facebook Graph Search: Eye Tracking Study
Engage with us on twitter

4. 4
MOMENTFEED
SIMPLIFY LOCAL CONSUMER CONNECTIONS

5. AGENDA
5
REALITY OF CONSUMER BEHAVIOUR
FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS
THE VALUE OF LOCAL ENGAGEMENT
BUILDING A FOUNDATION
SCALING LOCAL SOCIAL MEDIA
ACTION PLAN TO GET STARTED

6. 6
THE NEW REALITY OF CONSUMER
BEHAVIOUR

7. 7
29% increase in the
next two years.
REALITY OF CONSUMER BEHAVIOUR
SMARTPHONE USAGE PREDICTIONS

8. 8
REALITY OF CONSUMER BEHAVIOUR
3 FACTORS DRIVING CHANGE
TimeEnvironmentLocation
Intent varies when
consumer is at
work, relaxing or on the
go.
External factors impact how
consumers feel and what
they want /need now.
User motivations
vary greatly at different
times in the day.

9. NEW REALITY
9
REALITY OF CONSUMER BEHAVIOUR
INTEGRATED ONLINE & OFFLINE CHANNELS

10. 10
LOCATION-BASED MARKETING
HIGHLY FRAGMENTED MARKETPLACE

11. LOCATION-BASED MOBILE MARKETING
OPEN APIs = COMPOUNDING PROBLEM
11
• Foursquare provides location data to over 10,000 other Local Apps.
• YP.ca provides location data to over 2,500 additional Local Apps.

12. LOCATION-BASED MOBILE MARKETING
SHIFTING SEARCH BEHAVIOUR: NEARBY SEARCH

13. LOCATION-BASED MOBILE MARKETING
CROSS APPLICATION & WEBSITE SEARCH
Search Engines are still favored, but mobile
apps, mapping applications, and directories are also
leveraged for a local business search
Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013

14. LOCATION-BASED MOBILE MARKETING
CROSS APPLICATION & WEBSITE SEARCH
Number of Websites/Applications Consulted The average number of apps or
websites consulted in an average
local search is 2 to 3.
Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013

15. 15
Source: Microsoft Tag
91%
of mobile internet access is for social activities
THE MOBILE LANDSCAPE
SOCIAL INFLUENCE

16. 16
Of consumers will use a merchant if
recommended by a social connection
Source: comScore
72%
THE MOBILE LANDSCAPE
MARKETERS MOBILE ADOPTION

17. 17
FACEBOOK GRAPH SEARCH
THE NEW LOCAL SEARCH ENGINE?
The introduction of Facebook Graph
Search clearly has implications for
businesses, particularly those with
a local presence, or that are driven by
recommendations such as
restaurants, retail stores, local
services, etc.
Make sure your business or brand is
not left behind, and get started
optimizing your local Facebook pages
for Graph Search.
FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS

18. 18
FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Task
“Imagine you‟re looking for a restaurant in Toronto. You
try Facebook‟s new local search engine and search for
„restaurants nearby‟. You‟ll see the results on the next page.
What would you do to find a restaurant for dinner tonight?
1

19. 19
FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Methodology2 KEY METRICS MEASURED:
• Time to First Fixation
• Fixations Before
• Visit Duration
• Visit Count
• Percentage Fixed

20. 20
FACEBOOK GRAPH SEARCH
EYE TRACKING STUDY OF USER BEHAVIOUR
The Results3
Participants scanned through
text listings in order, with
more participants in general
looking at a listing – not the
image.

21. 21
FACEBOOK GRAPH SEARCH
BUSINESS IMPLICATIONS
The value of Facebook marketing is shifting dramatically and
disproportionately from the corporate level to the local level
Graph Search is positioned as the third pillar of the Facebook platform:
✦ Timeline is where brand content is published
✦ News Feed is how brand content gets
distributed and shared by customers
✦ Graph Search is how brands leverage social
connections between customers and their
friends to generate implicit recommendations
and referrals

22. 22
FACEBOOK GRAPH SEARCH
HOW DOES IT WORK?
Graph Search unlocks the
value of local
likes, photos, check-
ins, ratings, and
recommendations
Only fans of local pages
will generate search results
for Places

23. 23
Search query
Missing logos
Unauthorized duplicates
Inconsistent categorizationInconsistent categorization
Social Filters
Missing logos
Unauthorized duplicates
Inconsistent categorization
FACEBOOK GRAPH SEARCH
RESULTS FOR TIM HORTON‟S

24. 24
FACEBOOK GRAPH SEARCH
RESULTS – OPTIMIZED
Brand logos
Proper categorization
Accurate contact detailsAccurate contact details
Proper categorization

25. 25
FACEBOOK LOCAL SEARCH - BEFORE

26. 26
FACEBOOK LOCAL SEARCH - AFTER

27. 27
FACEBOOK GRAPH SEARCH
PINSYNC OPTIMIZATION
PinSync by MomentFeed optimizes
local Facebook pages for
search, engagement, and discovery.
Here‟s what it entails:
1. Claim local pages under the
Facebook Parent-Child relationship
2. Update pages with accurate contact
details, categorization, and geocode
(lat/long)
3. Identify and merge unauthorized
duplicate pages for each location

28. 28
THE VALUE OF LOCAL ENGAGEMENT

29. THE VALUE OF LOCAL ENGAGEMENT
WHY LOCAL?
• Five times reach per fan
• x80 engagement in local
page content
• x40 overall impact
• EdgeRank friendly

30. Facebook Impressions
Local = 50% more
Brand Page Fans 3,036,994
Page Engagements 510,680
Unique Brand Impressions 7.0 Million
Total Brand Impressions 21.1 Million
Number of Locations 1,230
Number of Check-ins 52,351
Page Engagements 107,882
Unique Local Impressions 11.9 Million
Total Local Impressions 31.7 Million
Media impressions generated through
publishing brand page content
Media impressions generated through
customer check-ins and likes
THE VALUE OF LOCAL ENGAGEMENT
WHY LOCAL?

31. THE VALUE OF A CHECK-IN
POS DATA: BENCHMARK ENGAGEMENT AGAINST
CORE KPIS
Data taken from a 5 location restaurant chain in Los Angeles in 2012.
Correlation Coefficient is measured on a -1 to +1 scale with 0 signifying no correlation.
+0.90 Correlation Coefficient

32. 32
BUILDING A FOUNDATION:
CLAIM & CLEAN LOCATION LISTINGS

33. Actual
Location
CLAIM & CLEAN LISTINGS
THE UNIVERSAL VENUE PROBLEM
Incorrect GeocodesDuplicate Venues Inaccurate Listings
+ Multi-location brands
are plagued by venue
inaccuracies internally
and across
Facebook, Foursquare,
and Google

34. Actual Walmart Location
Walmart Facebook Page
Accurate Listing Data

35. Actual Walmart Location
Walmart Facebook Page

36. Actual Walmart Location
Walmart Google+ Local Page
Accurate Listing Data

37. Actual Walmart Location
Walmart Google+ Local Page

38. Actual Walmart Location
Inaccurate Walmart Lat/Long

39. Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny‟s Geocode

40. Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny‟s Geocode

41. Physical Location Albany NY
Official Facebook Page
Duplicate Facebook Pages
Denny‟s Geocode

42. 42
SCALING LOCAL SOCIAL MEDIA

43. SCALING LOCAL SOCIAL MEDIA
OWNING YOUR PRESENCE
• Branding is happening With or
Without You
• Own Your Profiles & have an owner
• Develop a Negative Post Mitigation
Strategy
• Develop a Content Calendar & plan
How can you scale this internally?

44. SCALING LOCAL SOCIAL MEDIA
ALIGNMENT TO MARKETING CALENDAR
Extend marketing messages effectively to
your audience.

45. MOVE THE NEEDLE
• Consistent Monitoring & Engagement
• Address Negative Comments Authentically
• Embrace UGC and Curate It
• Be Timely

46. SCALING LOCAL SOCIAL MEDIA
POTENTIAL ROI
Impacting the bottom line:
Create and Track Check-ins/Promotions
• Check-ins = People in Your Location =
High Probability to Convert
• Check-in Promotions = Direct Revenue
Correlation
1
2
3
4Risk Mitigation
• Brand Control &
Monitoring
Cost Savings
• Earned Impressions vs. Paid
Impressions
Time Saved
• Manage All your
Profiles through central
platform

47. 47
1. Claim and clean all business listings
2. Develop a plan
3. Monitor customer content
4. Share and Respond
5. Create Promotions / Build buzz to generate more check-ins and
foot traffic
ACTION PLAN
5 STEPS
Get ready for the emerging mobile consumer.
Adapt to the moving social networks.

48. June 11, 2013  Mediative.com
QUESTIONS
Rob Reed
Founder
MomentFeed
rob@momentfeed.com
Cate Cadbury
Head of Creative Services
Mediative
cate.cadbury@mediative.com
Kyle Grant
Senior Product
Manager, Performance
Services
Mediative
kyle.grant@mediative.com

49. 49
Over 300 Digital Marketing Resources Available for Download
Visit www.mediative.com/resources
CONTACT OUR DIGITAL EXPERTS
Mediative.com/contact