Digital Identity of Your Business Locations
36
WEBINAR: A New Marketing Asset: The Digital Identity of Your Business Locations DELIVERED BY Robert Blatt, CEO of MomentFeed July 15, 2014
-
Upload
momentfeed -
Category
Marketing
-
view
149 -
download
4
description
Each of your physical locations has a digital identity that exists whether you manage it or not. All the content and engagement from your customers across social media and other channels combined with the data you have about your locations make up this identity. It's a new marketing asset. When consumers search locally for you brand, what are they finding? In this webinar Robert Blatt, CEO of MomentFeed, talks about how marketers should manage this asset and the tremendous value it provides.
Transcript of Digital Identity of Your Business Locations
WEBINAR:
A New Marketing Asset: The Digital Identity of Your Business Locations
DELIVERED BY
Robert Blatt, CEO of MomentFeedJuly 15, 2014
Overview
Robert BlattCEO of MomentFeed
2
Authenticity Matters• Why Facebook Likes Don’t Matter Anymore
• New Marketing Asset: The Digital Identity of Your Business Locations
• The Year of the Instagram Strategy - How Marketers Should Approach the Instagram Channel
• How Mobile is Revolutionizing Shopper Marketing
• Managing Social Media for Franchises - Maintaining Brand Integrity While Empowering Franchisees
3
See how Mobile has changed our world
What are the opportunities and challenges?
What should I be doing about it?
Local Search = Purchase Intent
4
% of consumers who visit a store within a day of their local search
50% 34%
Smartphone Computer/Tablet
Local Search Leads to Sales
5
18% of local searches lead to sales (compared to 7% for non-local searches)
18% 7%
Local Searches Non-local Searches
What Are They Searching For?
6
Consumers search for a variety of local information via smartphone
54% 53%
Business Hours Directions to a Local Store
50%
Local Store Address
This Has Happened Before
7
Mass consumer adoption drives business response
Mobile ?Internet WebsiteSocial Media Social
Presence
But almost never this fast.The only technology that moved as quickly to the U.S. mainstream was television between 1950 and
1953.
Discovering You
8
Locations
Photos
Reviews
Interacting on Social Media
9
Address
Reviews
Italian Restaurant
Searching for You on Your Website
10
Phone Number
Manager Hours
Creating Things About You
11
Lots of Unorganized Information
12
Hours Phone Number Address
Revenue Foot Traffic Demographics Manager
Creating a New Marketing Asset
13
• Unique for every location
• Comprised of the information and content that defines the community surrounding it
• Determines what consumers find when doing local business searches
Digital Place Identity (DPI)
What are the opportunities and
challenges?
Affects Your Entire Organization
15
Local SearchShopper Marketing
Social MediaCustomer
Experience
Advertising
Local Search
16
Actual Store Location
Google’s Pin Competitor
Local Search
17
Social Media
18
UnbrandedPage
Missed Engagement
Duplicate Page
19
vs.
Brand Marketing Local Marketing
Advertising
Advertising
Scalable Localized Marketing
Advertising
21
More than 60%
of people say they use the local information found in an ad
users want ads customized to their city
72% 67%
smartphone 67%computer/tablet
Customer Experience
22
say an online review is equally as important as a personal recommendation
of consumerssay online reviews impact buying decisions
90%
Shoppers who read brand responses that offer to refund, upgrade, or exchange products are 92% more likely to purchase
9/10
Yelp
Shopper Marketing
23
Shopper Marketing
24
Hello Dallas! Your local 7-Eleven at 4104 Gaston Ave (at Haskell) has a buy-one-get-one-free offer on Pepsi Next 12-packs. Get the offer now!
7-Eleven - Dallas
Offer
Coupon
Expires Jun 7
Potential to A/B test offer details and
creative to optimize response rates
Optional barcode or QR code can be included in the
offer and scanned at the POS
Timely mobile delivery increases chances consumers can respond immediately
8-10% click-through rates
You Can Own the Mobile Consumer
25
By harnessing this new marketing assetAcross your company
Local SearchShopper Marketing
Social MediaCustomer
Experience
Advertising
What Can I Do?
26
1. Understand the scope of your problem
Venues Total Total as %
Total Locations 241 100
Foursquare Duplicates 31 13%
Facebook Duplicates 260 108%
Foursquare Inaccuracies 152 63%
Facebook Inaccuracies 161 67%
Google Inaccuracies 101 42%
Total Inaccuracies 705
Metric Historic Total
Facebook Check-ins 33,671
Facebook Likes 6,846
Foursquare Check-ins 107,713
Foursquare Tips 719
Foursquare Photos 964
Instagram Photos 14,251
What Can I Do?
27
2. Link to your corporate initiatives
What Can I Do?
28
3. Address the biggest platforms first
What Can I Do?
29
4. Have a longterm view, but be willing to experiment and learn
What Can I Do?
30
4. Have a longterm view, but be willing to experiment and learn
• Allows you to meet the expectations of the mobile consumer
• The Digital Place Identity is a new marketing asset that delivers value across your company
• MomentFeed harnesses this new asset, delivering localized marketing at scale
MomentFeed
The MomentFeed Platform
32
Your Success is Our Success
33
A dedicated Account Manager providing unlimited on-demand support and training at no additional
cost
Weekly and monthly reporting on core KPIs plus quarterly business reviews of your marketing goals
Questions?
34
• Understand the business value of Instagram
• Leverage Instagram for localized marketing
• Explore Instagram ads and the “brand selfie”
• See case studies from other innovative brands
• Get quantifiable business results with Instagram
NEXT WEBINAR:
The Year of the Instagram Strategy:How Marketers Should Approach the Instagram Channel Tuesday, August 12 at 10AM PST
