2. • Video on future mobile usability:
http://www.youtube.com/watch?
v=g7_mOdi3O5E&feature=player_embedded
• TODAY’S TOPICS:
• Web 2.0 & Mobile Technologies
• Technologies consumption phases
• Location- and Mobile Technologies
• Power of Recommendations and Reviews
• Case Study
• Mobile Marketing Approach
Contents
3. • What are the technologies fundamental to Web 2.0?
• What are the technology platforms?
• How they influenced/birthed social media?
• What’s the role of mobile marketing and mobile web?
• SoLoMo = Social, Local, Mobile media marketing
• What’s the value and application of Geo-Local technologies?
• How can all above be applied?
Topic Intro
5. • Recommendations engines
• Algorithms
• Amazon
• Smart phones and mobile apps
• Geo-location
• Google
• Facebook
• SoMe dashboards
• Shared profiles and logins
Web 2.0 Technologies
6. • AJAX
• Widgets
• Mash-ups
• Use of enabling technologies
• Software-as-a-Service (SAAS)
• Linux open-sourcing
• vs. I.P.
• The Walled Garden
• Web 3.0 semantic web vs. contextual web
Web 2.0 Technologies
7. • Mobile marketing
- 2D scanning codes and mktg usage
• Bit.ly
- Generate a QR code by adding “.qr” to your bit.ly URL
• Google Goggles to replace the need for QR codes?
• Journalism
• Photos/video
• Texting/Twitter
• The Arab Spring
Mobile & QR Codes
11. • Daytime computer
• At work
• At school
• Short-time spurts
• Nighttime computer
• Home usage
• Relaxed, more time
DayParting Computer internet
& social media usage
12. • Mobile/smart phone
• In transit
• Shopping
• Short attention
• Tablet
• “semi-transit” state between home and mobile phone
• On vacation
Mobile Web & App usage
14. • Many small retailers market via geo-local search
• For competitive edge in brand awareness (as well as instant couponing).
• Likewise, with the growth of smart phone usage, companies want to be
present on mobile in general.
• The mobile web today is largely composed of websites consumers use
anyway on desktop internet e.g. apps:
• Facebook,
• Weather,
• Google Maps,
• Pandora
• So if a company is available or advertising on those channels, they are present
on the platform.
Mobile & GeoLocal
15. • Companies today prefer Facebook for local advertising today
over Google.
• Brand websites or landing pages can also be built and
optimized for mobile web viewing.
• Mobile-optimized web pages can be promoted with QR codes
• mobile scanning
• company info access
• texting opt-ins
The Mobile Web
16. • To appear in search engine local results, location keywords (such
as in an address) can be placed in the search-friendly areas of a
web page such as the page title, H1s, meta tags and page content.
• Company contact NAP (name, address, phone) should be
prominent and exist across the site and web (not just on the
contact and directions page).
• Website should be registered with (local) directories such as
Yahoo! Local and InsiderPages.
• Google Places and Google Maps can be integrated on the
company website (tied to the NAP and Google search in general).
• What goes for Google, goes for Bing and Yahoo! tools as well…
SeO Localized Keyword Integration
17. • SoLoMo (Social, Local, Mobile) merges with SEO
• Profile descriptions with keywords
• Long-tail keywords can describe services and products listings
• Some SEO experts say prominent, up-to-date registration with
search engine local tools are more important than a company's
actual website SEO!
• Consumer reviews achieve a broader web footprint and highly
elevated search rankings
• So encourage and request customer reviews in local-friendly
channels such as Yelp, Gowalla and Foursquare.
Local Directories
21. • See Viral Vid FilmSchool episode about online vid
reviews
• Amazon started the reviews and recommendations
revolution
• Today reviews keep growing in use and posting
• As do social technologies’ “recommendations engines”
Recommendations
22. • SoLoMo directories drive reviews
• So do Facebook and Google captured profile info and
served promoted content and ads
• Angie’s List requires consumer payment just to access
reviews
Recommendations
25. • SuperWindshieldRepair
• Built the business on/with Google Places
• For years, number one in Google Places for searches on
'windshield repair atlanta’
• Obtained customers from all over Georgia via search
• Constantly asked customers to write reviews for him
• Consequently obtained unprecedented quantity of reviews
in short time in Google Places, Yelp, Kudzu and Yahoo!
Local.
• The reviews again helped SEO.
A Plus for IMC…
27. • Then Kudzu went to a paid model and demerited Superb's
listing (possibly removing reviews).
• Google Places tightened the radius of "Atlanta" to be around
ZIP code 30303 (heart of downtown).
• Google, when restructuring Google Places, removed many of
SuperWindshieldRepair reviews.
• Google presumably suspected foul play, i.e., black hat SEO -
due to the quantity and rapid growth of
SuperWindshieldRepair reviews.
• All of these activities pushed SuperWindshieldRepair off of
first-page Google Places results for keyword 'windshield repair
atlanta.’
Not a Panacea
31. • Even so, Superb remained number one in organic listings for
that keyword phrase (due to still large amount of reviews and
additional channel listings).
• However Google increased space alloted to Google Places
listings for local search in the SERP (search engine results
page); for this keyword it consumed most above the fold.
• This pushed traditional organic listings low; less prominent
placement.
• Kudzu changed its model, emphasizing paid listings,
consequently hurting Superb and its reviews.
• All of this contributed to a reduction for Superb down to about
a quarter of original revenue.
Even Top SEO isn’t enough
33. • Stay away from the "daily deals”
• this is a model in demise
• circa 50%-off coupons attract many first-time buyers, but not
enough loyal customers to see long-term profitability
• SEM/PPC (search engine marketing and pay-per-click) ads can
be purchased for location-targeted criteria.
• There are web technology tools to help automate and advance
a company's local search
• localsearchtoolkit.com.
Additional Local/Mobile Options
34. • For service providers with opt-in customers and
marketing savvy, lifetime retention could be achieved
• Via consumer channel preference promotions
• Mobile redemptions
• For consumers on the run:
• Fast, simple two-way communications
• Receiving location discounts upon availability
Mobile Tactics
35. • Traditional print coupons required visibility in front of
the consumer, at the right place and time
• Print coupons require customers to store and remember the
coupons for future use.
• Outdoor and other promotions can show QR codes:
• “Scan for neighborhood discounts”?
Mobile Tactics
36. • The QR code, or MMS, or even just SMS text verbiage (cheaper),
could send the consumer:
• to a mobile service or website
• to opt-in with address
• and deliver redemption instructions
• Or mobile scanning/texting can serve as lead-gen:
• customer service phone responders can follow up with opt-in leads
• Food trucks have been operating successfully on this model for years
• texting their locations/schedule to customers in the area
• Simultaneously posting in Twitter (SMS has been integratable with
Tweets since the beginning)
• E.g., Kogi BBQ food truck (L.A.)
Mobile Tactics
37. • Take a pizza shop…
• Promoting outdoor signage or ads with a QR code (or more
traditionally, an SMS/MMS/texting request)
• When viewers QR-scan or text to the pizza shop, the shop
automatically then has their mobile number (think mktg list opt-ins)
• Look for response rates:
• Traditional DM and email response rate 1%-4%
• In 2009 SMS marketing averaged an 8% – 14% response rate.
• In 2009 20% – 25% of Papa John’s revenue alone was driven from
mobile, and mobile advertising.
• The mobile era sees a shift from the old promotional marketing AAU
approach, to a model of Need-Search-Retention (or engagement).
One Approach to Mobile Marketing
38. • What are the technologies fundamental to Web 2.0?
• What are the technology platforms?
• How they influenced/birthed social media?
• What’s the role of mobile marketing and mobile web?
• What’s the merit and use of consumer reviews?
• What’s the value and application of Geo-Local technologies?
• How can all above be applied?
Recap
