The SoLoMo Revolution (Social-Local-Mobile) is already here and we are all sup­posed to be com­bin­ing and align­ing social, local and mobile as part of our online strat­egy. But many are miss­ing some of these pieces in their mar­ket­ing mix. This presentation will focus on hard­core SoLoMo tac­tics and pro­vide detailed case stud­ies show­ing how mar­keters are lever­ag­ing the new oppor­tu­ni­ties pre­sented by the SoLoMo Revolution.

1. MIMA Summit 2012
SoLoMo Tactics - Tracking & Case Studies
October 2012

2. Search Engine Watch Articles
• Businesses need to
maximize Social, Local
Search, and Mobile at the
location level
• Google+ Best Practices
• Mobile Ad Networks
• How do you plan your
digital roadmap?
http://searchenginewatch.com/author/1876/jon-schepke

3. SoLoMo Perspective – it’s all connected!
• Half of all search queries coming from smartphones have local intent. That translates into
many billions of local searches from mobile devices in 2012 (well over 20 billion).
• In addition to browser-based local search there’s a huge volume of local queries coming
through apps, where mobile consumers spend roughly 80% of their time (Nielsen). !

4. SoLoMo – Converged Media

5. Changing Marketplace
5"

6. The Apple Facts
Total iPhone Users:
• 240 Million sold worldwide through Q2 2012
– This number does not include other mobile iOS devices such as the iPad or
iTouch)
• iPhone 5 launched on Sept. 21st, 2012
• Anticipating 200 million iPhones to sell over the next four quarters
iOS 6:
• Launched on Sept 19, 2012
• As with previous operating systems, eventually all users will be
required to update in order to use their Apple mobile device.
• Sources: i2Go / Greg Sterling

7. Apple Maps
Apple Maps App:
• Launched with iOS 6
• Similar features as Google Maps
• The biggest difference is where location data is pulled.
Apple Maps Business Location Data:
• The primary data sources for basic business information are
Localeze & Yelp.
– Yelp Enhanced Listing ???
– http://www.yelp.com/advertise/national/enhanced

8. Apple’s Search Engine: Siri
8"

9. Tactics For Siri Search
DATA INTEGRITY
Include Every detail about
KEYWORDS Be SPECIFIC about your business must
About Your be consistent
Business your products and across directories
services This is SEO (this means
101, if you sell shirts, do accurate)
you sell t-shirts, blouses
and what designers?
OPTIMIZE Your
Business The higher Siri’s Reviews System:
your ranking on the REVIEWS COUNT
search engines, the
Create a Siri uses a ranking
better chances of Siri
locating your business MOBILE system based on business
OPTIMIZED SITE reviews when deciding
during search
Siri likes mobile what to give the
sites! consumer
9"

10. Current Brand Pain Points
Building and
Difficulty of maintaining data
managing multiple integrity: accuracy,
local store fronts no duplicates,
individually creating citations
while keeping
brand strategy
consistent
Lack of SEO or
Constant change local optimization
of local and social efforts for all devices
search tactics driven and systems=poor
by the Search Engines local rankings
and Social Giants
(ie: Google, Facebook,
etc.)

11. Examples of Local Websites
Local Local
Search Mobile
Local
Websites
Review Social
Sites Media
yp .com
Distribution

12. Technology Solutions: Marketing Automation

13. G+ Local
Social Signals and Search
@JonSchepke"

14. Goodbye Google Places Hello Google+ Local
14"

15. st s
rs intere
a searche so…
nd erstand the web
b etter u ion across
w ants to informat
Google we share
and how
15"

16. ?
rmation
th is info
t hey gather
How will signals
al
+ an d soci
Google
Enter
16"

17. Google+ Your World
• Personalized SERPS (Search Engine Results Page)
Search results now
display personalized
results from those
within the searchers
Google+ circles!
17"

18. Google+ Optimization Learning's
• Larger Google+ circles = greater visibility through
personalized search results
• When activity from social circles or +1’s are displayed
next to an organic listing, click through rates (CTR)
have been shown to improve by 10%-20%
• When +1 activity is displayed next to paid search ads
CTR have improved by 5%-10% according to Google
18"

19. Google+ Enhanced Ads
Link your Google+ Page to your Google adwords
account and Google will show endorsements for
your business in the form of +1s"
Google+ Enhanced Search Ad!
Google+ Enhanced Ads have
been shown to boost click
Google+ Enhanced Display Ad! through rates by 5% to 10%"
Kessler, Sarah. “Google+ Ads Are Up to 10% More Effective, Says Google” 6 March 2012
http://mashable.com/2012/03/06/google-plus-ads/
Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012
http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php 19"

20. Setting Up Google+ Enhanced Ads
Setting up Google+
Enhanced Ads is
relatively easy. Click
“New Extension”"
Once you have
attached your G+
account you will be
able to add the +1
feature to your ads
through the Ad
Extension tab.!
20"

21. Google+ & Rankings!!!
• Increasing the number of Google
+ Business Page followers
yielded the biggest change in
ranking position according to the
“Testing Social Signals” study
• Increasing Google +1 votes
observed the 2nd largest ranking
position change
21"

22. The Upcoming Merge
Google+ Google+
Business Local
22"

23. Google+ Local pages will
have the same social
capabilities as a Google+
business page such as
hangouts, sharing to
circles, photos, videos,
wall posts, and more.
Fully Integrated Page 23"

24. Once Merged
Your Google+ Local Page
will no longer operate
like a static listing…
Actively managing and updating
your Google+ Local page will
become increasingly important
for your Google+ Local page to
rank high in organic search
results
24"

25. To Verify Your Business As Part Of The Merge:
Check out our blog post: http://www.simpartners.com/
how-to-merge-google-local-and-google-business-pages/

26. To Verify Your Business As Part Of The Merge:
Check out the Google+
Business/Local Merge Verification Process

27. Why Verify ???
• Verified pages let users know they have come
to the right place.
• Verified pages receive higher rankings in
search results than non verified pages.
• Only verified pages can be considered for the
“Google+ Box”.
• Verifying your pages allows Google to establish
a clear connection between your G+ page and
your web site.
27"

28. Facebook Advertising
Sponsored Stories
@JonSchepke"

29. Facebook Sponsored Stories
• Sponsored Stories are about your Friends’ and Pages’
activities on Facebook
• An organization has paid to show the activity as a Sponsored
Story so there’s a better chance someone engages with the
content
• A Sponsored Story can be created when someone:
– Likes a Page
– Likes or comments on a Page’s post
– RSVPs to a Page’s event
– Votes on a Page’s question
– Checks in to a place
– Uses an app or plays a game
– Likes or shares a website
Handwrite for web search on mobile phones and tabl
29"

30. Sponsored Stories – Facebook Dashboard

31. Sponsored Posts Campaign
• 3 Week Campaign • Significant increase in
– 3.65% Social CTR people talking about
– 4,619 Clicks the SIM Partners page
– 9,752 Actions & viral activity
– Small investment

32. Social is all about engaging content!
Facebook will improve the tools… marketers are responsible for the
content!
@JonSchepke"

33. Tap into the Zeitgeist!

34. Track what’s trending on Twitter

35. IF WE WERE SMART, WE WOULD HAVE. . .

36. Facebook Key Takeaways
• Focus on engagement rather than just likes
– CREATE ENGAGING CONTENT!!!
• Social media drives discovery of content that can
influence transactions and sharing
• Social media and content are influencers that drive
search queries
• KPI’s – hybrid between CPC (Search / “Direct Response”)
& CPM (Display / “Branding”)
• Implement tools & technologies that allow you to track
“cross channel attribution”, so social gets credit!
36"

37. Bid Management technology
Kenshoo Platform (Local & Social PPC)
37"

38. What Impact Do Localized Ads Have On Engagement?
Paid Search
• Ads containing a geo-modifier perform between 5% to 20%
better than comparable ads without location.
Social (Facebook)
• Ads can increase by 2X when a city name is included in the ad.
Display
• Localized display ads have seen a 70% lift in CTRs.
Mobile
• Similar to social ads, mobile ads can see a CTR of 2X for
localized ads.
38"

39. Kenshoo Local:
Budget
Advanced
Cross-Profile Campaign Hyper-Local Keyword Bid
Management & Custom Bid
Traffic/Budget
Search
Advanced Search Templates
Keyword Tool Geo Targeting
Dimensions Optimization
Reallocation Estimator
Algorithms
Co-Branded Google+ Local/
Reporting
Objectives CallPath to
Conversion Multi Channel
Gateway 3rd Party
Locations Support &
SMB/Reseller
Management
Dashboard Optimization
Conversion Interface
Attribution Integrations
Integration Support
Training

40. Session Worksheet
www.simpartners.com/mima

41. Feel free to download our Google+
Local eBook at:
http://www.simpartners.com/our-work/
resource-center/
@JonSchepke"

42. Thank You!
Jon Schepke
President & Founder
SIM Partners
jschepke@simpartners.com
@JonSchepke
@JonSchepke"