A presentation made by Rohn Jay Miller to the MN American Marketing Association in November 2012, kicking off their Digital Speakers Series

1. The Fabulous Collison of:
The Fabulous Collision of
Search, Mobile, Social & Local
Social, Local, Mobile
– and Search
Rohn Jay Miller

2. WHY “BLACK” FRIDAY?
The term “Black Friday” as the day after Thanksgiving originated
in Philadelphia in the 1960s. With the streets totally jammed with
cars and shoppers, police started calling it “Black Friday”
internally, and the term spread. Now it’s also come to mean the
day when may retailers finally move into the “black” on their
profits for the year.
© COPYRIGHT 2009 SAPIENT CORPORATION
2

3. But what I really want to talk about is….
OUR VACATION!
© COPYRIGHT 2009 SAPIENT CORPORATION
3

4. CLAIRE
The Millers—my wife and our two teen-aged daughters—went to
Quebec for a week last summer. We spent four days in Montreal
and three in Quebec City, both truly beautiful cities. BUT---when
we crossed back into the US we drove through the woods of
Maine, and after getting back into telephone range I got a call from
AT&T. My bill for the past week? $1200 US. Oops. That’s how
much the roaming charges were for all of the things I did with my
smartphone for a week on vacation. Sound surprising? Maybe
the price does, but think of all we use our smartphones for now
just getting around. That’s mobile!
© COPYRIGHT 2009 SAPIENT CORPORATION
4

5. We used “maps” to find restaurants near our hotel, and then social
networks to find reviews of which ones were good, and then maps
again to draw a route for us to walk to the restaurant, and then
search to find other interesting places to go near where we were,
and then…
….Well, you see how the bill got to be $1200 US. (I talked them
down to $200 US, retroactively adding their “Can-Am” phone plan.)
© COPYRIGHT 2009 SAPIENT CORPORATION
5

6. SEARCH
MOBILE LOCAL
© COPYRIGHT 2009 SAPIENT CORPORATION
6

7. “The Chaos Scenario”
Let’s step back. Web 1.0 was “the Presentation Web,”
showing just display pages. Web 2.0 was the “Transactional
Web, allowing both e-commerce and social networks to grow.
Now we’re entering Web 3.0, which I call “the Context Web,”
all about understanding what I want, where, why, how.
Traditional
marketing But as Bob Garfield points out,
we’re in the “Chaos Scenario” where
traditional media doesn’t work any
more and there’s not enough new
media products to replace them.
Ouch!
Digital marketing
WEB 1.0 WEB 2.0 WEB 3.0
1990 1995 2000 2005 2010
© COPYRIGHT 2009 SAPIENT CORPORATION
7

8. © COPYRIGHT 2009 SAPIENT CORPORATION
8

9. My Vacation
Yelp, Instagram
Foursquare
SOCIAL
MOBILE LOCAL
Marketing, E-Commerce
© COPYRIGHT 2009 SAPIENT CORPORATION
9

10. Real Life
Real Time
Connected
© COPYRIGHT 2009 SAPIENT CORPORATION
10

11. © COPYRIGHT 2009 SAPIENT CORPORATION
11

12. THIS IS YOUR CUSTOMER’S
POINT OF ENTRY

13. THERE ARE 500
MILLION
SEARCH ENGINE
QUERIES EVERY DAY

14. THERE ARE 500
MILLION
SEARCH ENGINE
QUERIES EVERY DAY
IN THE US ALONE
Source: Hubspot 1/5/12 http://bit.ly/zjaPxI

15. HOW MUCH GETS SEARCHED?
Social
Web pages Network
Traffic
© COPYRIGHT 2009 SAPIENT CORPORATION
15

16. HOW MUCH GETS SEARCHED?
Social
Web pages Networks
© COPYRIGHT 2009 SAPIENT CORPORATION
16

17. HOW MUCH GETS SEARCHED?
Social
Web pages Networks
33% MORE CONTENT
© COPYRIGHT 2009 SAPIENT CORPORATION
17

18. BUT IT’S NOT JUST CONTENT
 Opinions--what’s discussed?
 Links – what’s being shared?
 Real-time – what matters right now?
 Friends – what do they think?
© COPYRIGHT 2009 SAPIENT CORPORATION
18

19. EACH WEEK TWITTER USERS
SEND 1 BILLION TWEETS
Source: Hubspot 1/5/12 http://bit.ly/zjaPxI

20. 25% OF
ALL TWEETS
CONTAIN
A LINK
Source: Hubspot 1/5/12 http://bit.ly/zjaPxI

21. FACEBOOK USERS
SHARE 30 BILLION LINKS
EACH MONTH
SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011

22. SO THAT’S LIKE
1 BILLION LINKS
EACH DAY
SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011

23. THREE WAYS SOCIAL CHANGES SEARCH
1. RANKINGS – Trends + links have value
2. CONTENT– Social messages
3. SOCIAL SEARCH—Social networks search
© COPYRIGHT 2009 SAPIENT CORPORATION
23

24. Earned Media
Control
Paid Media
EaE
Owned Media
Scale

25. SEARCH + SOCIAL STRATEGY
 KEYWORDS – What are your keywords people use in
social networks + search?
 BALANCE – Content strategy + SEO are two different
strategies that need balance
 INFLUENCE – Identify, listen, acknowledge + support
key social influencers
 SEM – Search engine marketing, especially in 2-3
word searches, for your best content
 COMMIT + TEST – Constantly improve
© COPYRIGHT 2009 SAPIENT CORPORATION
25

26. 40% OF ALL SEARCH
TODAY IS MOBILE

27. GOOGLE
CONTROLS 93%
OF ALL MOBILE
SEARCH

29. © COPYRIGHT 2009 SAPIENT CORPORATION
Source: Mary Meeker, All Things D Conference, May 31, 2012 29

30. © COPYRIGHT 2009 SAPIENT CORPORATION
Source: Mary Meeker, All Things D Conference, May 31, 2012 30

31. Source: Forrester, June 2012
© COPYRIGHT 2009 SAPIENT CORPORATION
31

32. LOCATION + MOBILE STRATEGY
1. WHERE IN THE WORLD ARE YOU?
2. MOBILE IS CHEAP—SORT OF
3. SEARCH IS BOTH SEO + PPC
4. SEARCH VS. FREQUENCY
5. MEASURE COSTS VS. RETURN

35. THE FUTURE OF SOLOMOSER

36. The “GAFA” Stack
Google Apple Facebook Amazon
Payments
Social Media
Context
Access (Browsers & Applications)
Content
Operating system
Hardware
© COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 36
Source: Neil Perkin, Only Dead Fish, 11/19/11

37. WHERE IN THE WORLD DO WE GO?
1. AUTHENTICLY YOU
2. CROSS TEAM MARKETING
3. SO-LO-MO TASK FORCE
4. TO APP OR NOT TO APP?

38. THE NEW CUSTOMER CYCLE
SOCIAL = THE NEW AWARENESS
SEARCH = THE NEW ATTRACTION
MOBILE = THE NEW ENGAGEMENT
LOCAL = THE NEW TRANSACTION

39. THANK YOU
Rohn Jay Miller
Twitter: @rohnjaymiller
Email: rohnjay@rohnjaymiller.com