30 Things You Need To Know When Selling Social & Mobile - LMA Webinar
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30 Things U Need 2 Know When Selling Social & Mobile
Presented by Nancy Lane, President, Local Media AssociaAon
Shannon Kinney, Client Success Officer, Dream Local Digital
September 11, 2014
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Mobile is Going to Be HUGE
• Mobile will be a $72 billion business at maturity; it’s $5-‐7B right now (Greg Stuart/Mobile MarkeAng AssociaAon)
• By comparison, newspapers were at $50 billion at their peak
• Local media companies must develop strategies now
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Mobile Stats Off the Charts
• The average person looks at their phone 150 Ames/day (Greg Stuart/Mobile MarkeAng AssociaAon)
• Average teenager sends 3,300 text messages/month (Greg Stuart/Mobile MarkeAng AssociaAon)
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LocaAon-‐Based MarkeAng – Make This A Priority
• 70% of consumers will share their locaAon info if they get something of value in return such as coupons, rewards, etc. (Thrive AnalyAcs)
• If you don’t pay aaenAon to locaAon in mobile, you will get passed by (Luke Edson/YP)
• Geo-‐conquesAng is a new opportunity for mobile targeAng. It’s when a perimeter is set around a compeAtor's locaAon. Ads are served only 2 mobile users in that area. (Thrive AnalyAcs)
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Mobile Stats Off the Charts
• The
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Cox Media ER Example
• The
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RecommendaAon: Start Selling LocaAon-‐Based Mobile Ad Campaigns
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Mobile Search is Undersold
• Search is moving to mobile in a huge way; and mobile searches result in more sales & calls to acAon. Digital agencies need to sell more mobile search campaigns to ensure best results for clients.
• Restaurants represent the biggest mobile search category followed by retail and local service industries (Luke Edson/YP)
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The Jury is Out on Apps
• ESPN shut down more than 40 mobile apps to focus on gehng it right. Good decision? They jumped from 1 million downloads to 55 million. They are behng on scale. (JonPaul Rexing/ESPN)
• Our recommendaAon to local media companies: focus on one-‐two really great apps for your market. Don’t go ‘app-‐crazy’!
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Service Categories – Huge Oppty 4 Digital Agency Services
• Service providers need our help more than any other category: 9 out of 10 plumbers/electricians/HVAC/etc. have no social presence; well over half of them don’t have a website and of those that do, 8 out of 10 have no search engine visibility. (Neal Polachek)
• RecommendaAon: sell packages to these targets using an inside sales team at price points of $300/month or less (annual contracts required).
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Service Categories – Need Help w/ Web Presence; Social; Mobile
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Healthcare – Huge Opportunity Area 4 Social Media
• Only 26% of hospitals & healthcare organizaAons are employing social media in their markeAng plans. Huge opportunity! (Maa Baldwin/Borrell)
• Assign a specialist on your team to handle healthcare; they should become a subject maaer expert. Hospitals/healthcare organizaAons have large budgets.
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Facebook Rules When it Comes 2 Social Media
• 152M using Facebook every day in the U.S. & Canada; 127 M are accessing it via a mobile device (Ted Zagat/Facebook)
• 22% of all Ame spent on mobile is spent on Facebook and Instagram. Wow! (Ted Zagat/Facebook)
• 1.5 million SMBs are adverAsing on Facebook on a monthly basis; 30 million have Facebook pages (Ted Zagat/Facebook)
• All of ESPN’s events are hosted on Facebook instead of their own
site (including info on event/registraAon/etc.) – as a result their aaendance has been much higher (JonPaul Rexing/ESPN)
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ESPN – All Events Go Thru FB
Fantasy Football Event Example
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Facebook RecommendaAons
• Digital agencies: clients must have a good presence on FB; they need our help!
• Media companies need to effecAvely use this platorm in more engaging ways
• Consider managing your events through FB (if a big brand like ESPN is doing it w/ beaer results than their own sites, that speaks volumes!)
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Maximizing Social Media Results • Photos and videos give your social posts a 60% liu (Shannon Kinney/Dream Local Digital)
• Content that is different and quirky gets noAced on social; you need to get creaAve if you want to go beyond likes! (Shannon Kinney/Dream Local Digital)
• Clicks don’t maaer; if that’s what you are measuring you are not serving your client’s best interest (Ted Zagat/Facebook)
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What 2 Know Re: Instagram
• Instagram has over 60 million photos uploaded every day (PJ MacGregor/Instagram)
• Exclusive content on Instagram maaers/consumers expect to see something different. Huge opportunity for SMBs and media companies to engage with their communiAes. (PJ MacGregor/Instagram)
• Digital agencies should incorporate Instagram into their social media offerings; media companies should also be using this platorm in a big way
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What 2 Know re: Pinterest • Pinterest has 60 million users; 75% access the site via a mobile device; 70% of users are women but male audience is growing (Joel Meek/Pinterest)
• Pinterest has launched an ad beta program. Want to parAcipate? Go to ads.pinterest.com to sign up. (Joel Meek/Pinterest)
• Working with SMBs on their Pinterest strategy? Inspiring pinning directly from their website is criAcal to success. Also be sure to use Pinterest analyAcs to measure results. (Joel Meek/Pinterest)
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LinkedIn-‐ 2 RecommendaAons
• Thought-‐leader status w/ LinkedIn’s publisher tool – coming soon for all LI users!
• Sales Navigator – new prospecAng tool from LinkedIn – will shiu sales from cold calls to social selling. To build relaAonships today, you need to be focused, informed and trusted. (Lutz Finger/LinkedIn)
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LinkedIn Publisher Tool
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Goodbye Cold Calling…Hello Social Selling
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Nancy’s Top RecommendaAons
1. Start selling locaAon-‐based mobile adverAsing – highly targeted, great results for your clients
2. Develop specific business plans for service categories and healthcare
3. Tap the power of LinkedIn for lead generaAon and to develop thought-‐
leader status 4. Develop a separate business plan for social; lead agency calls w/ social offerings
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Shannon’s Top RecommendaAons 1. Publishers no longer have the luxury of not recognizing the power of social and mobile platorms for their businesses OR their adverAsers. Don’t be leu behind
2. Strong partnerships on the digital agency side can lead to real business transformaAon
3. Many challenges Publishers face are more about sales training, skills development and proper prioriAzaAon and incenAves vs. technology
4. AdopAon and prioriAzaAon must come from the top-‐down, empower middle managers to execute
5. Invest in lead generaAon
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QuesAons?
Nancy Lane [email protected] @localmediarocks (843) 390-‐1531
Shannon Kinney [email protected] @shannonkin (207) 593-‐7665