Grant Kyle & Reed Rob (2013) - The Impact of Local Social Engagement on your Business Traffic...

DIGITAL EXPERT WEBINAR SERIES

THE IMPACT OF LOCAL SOCIAL ENGAGEMENT ON YOUR BUSINESS TRAFFICBuild a strategy that leverages the growing local voice

June 11, 2013 Mediative.com

TODAY’S SPEAKERS

Rob ReedFounder

[email protected]

Cate CadburyHead of Creative Services

[email protected]

Kyle GrantSenior Product Manager, Performance Services

[email protected]

• #MediativeWebinar

Following the webinar, you will receive the following:

Facebook Graph Search: Eye Tracking Study

Engage with us on twitter

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MOMENTFEED

SIMPLIFY LOCAL CONSUMER CONNECTIONS

AGENDA

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REALITY OF CONSUMER BEHAVIOUR

FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS

THE VALUE OF LOCAL ENGAGEMENT

BUILDING A FOUNDATION

SCALING LOCAL SOCIAL MEDIA

ACTION PLAN TO GET STARTED

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THE NEW REALITY OF CONSUMER BEHAVIOUR

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29% increase in the

next two years.


SMARTPHONE USAGE PREDICTIONS

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3 FACTORS DRIVING CHANGE

TimeEnvironmentLocation

Intent varies when consumer is at work, relaxing or on the go.

External factors impact how consumers feel and

what they want /need now.

User motivations vary greatly at different

times in the day.

NEW REALITY

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INTEGRATED ONLINE & OFFLINE CHANNELS

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LOCATION-BASED MARKETING

HIGHLY FRAGMENTED MARKETPLACE

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LOCATION-BASED MOBILE MARKETING

OPEN APIs = COMPOUNDING PROBLEM

• Foursquare provides location data to over 10,000 other Local Apps.• YP.ca provides location data to over 2,500 additional Local Apps.


SHIFTING SEARCH BEHAVIOUR: NEARBY SEARCH


CROSS APPLICATION & WEBSITE SEARCHSearch Engines are still favored, but mobile apps,

mapping applications, and directories are also

leveraged for a local business search

Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013


CROSS APPLICATION & WEBSITE SEARCHNumber of Websites/Applications Consulted The average number of apps or

websites consulted in an average

local search is 2 to 3.

Source: Mediative “Spotlight on Local Mobile Search Behaviour” Eye-tracking Study 2013

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Source: Microsoft Tag

91%of mobile internet access is for social activities

THE MOBILE LANDSCAPE

SOCIAL INFLUENCE

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Of consumers will use a merchant if recommended by a social

connection

Source: comScore

72%

THE MOBILE LANDSCAPE

MARKETERS MOBILE ADOPTION

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FACEBOOK GRAPH SEARCH

THE NEW LOCAL SEARCH ENGINE?

The introduction of Facebook Graph Search clearly has implications for businesses, particularly those witha local presence, or that are driven by recommendations such as restaurants, retail stores, local services, etc.

Make sure your business or brand is not left behind, and get started optimizing your local Facebook pages for Graph Search.

FACEBOOK GRAPH SEARCH & LOCAL IMPLICATIONS

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EYE TRACKING STUDY OF USER BEHAVIOUR

The Task“Imagine you’re looking for a restaurant in Toronto. You try Facebook’s new local search engine and search for ‘restaurants nearby’. You’ll see the results on the next page.

What would you do to find a restaurant for dinner tonight?

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The Methodology2KEY METRICS MEASURED:• Time to First Fixation• Fixations Before• Visit Duration• Visit Count• Percentage Fixed

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The Results3

Participants scanned through

text listings in order, with

more participants in general

looking at a listing – not the

image.

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BUSINESS IMPLICATIONS

The value of Facebook marketing is shifting dramatically and disproportionately from the corporate level to the local level

Graph Search is positioned as the third pillar of the Facebook platform:

✦ Timeline is where brand content is published

✦ News Feed is how brand content gets distributed and shared by customers

✦ Graph Search is how brands leverage social connections between customers and their friends to generate implicit recommendations and referrals

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HOW DOES IT WORK?

Graph Search unlocks the value of local likes, photos, check-ins, ratings, and recommendations

Only fans of local pages will generate search results for Places

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Search query

Missing logos

Unauthorized duplicates

Inconsistent categorizationInconsistent categorization

Social Filters

Missing logos

Unauthorized duplicates

Inconsistent categorization


RESULTS FOR TIM HORTON’S

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RESULTS – OPTIMIZED

Brand logos

Proper categorization

Accurate contact detailsAccurate contact details

Proper categorization

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FACEBOOK LOCAL SEARCH - BEFORE

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FACEBOOK LOCAL SEARCH - AFTER

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PINSYNC OPTIMIZATION

PinSync by MomentFeed optimizes local Facebook pages for search, engagement, and discovery.

Here’s what it entails:

1. Claim local pages under the Facebook Parent-Child relationship

2. Update pages with accurate contact details, categorization, and geocode (lat/long)

3. Identify and merge unauthorized duplicate pages for each location

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WHY LOCAL?

• Five times reach per fan

• x80 engagement in local page content

• x40 overall impact

• EdgeRank friendly

Facebook Impressions

Local = 50% more

Brand Page Fans 3,036,994

Page Engagements 510,680

Unique Brand Impressions

7.0 Million

Total Brand Impressions 21.1 Million

Number of Locations 1,230

Number of Check-ins 52,351

Page Engagements 107,882

Unique Local Impressions 11.9 Million

Total Local Impressions 31.7 Million

Media impressions generated through publishing brand page

content

Media impressions generated through customer check-ins and

likes


WHY LOCAL?

THE VALUE OF A CHECK-IN

POS DATA: BENCHMARK ENGAGEMENT AGAINST CORE KPIS

Data taken from a 5 location restaurant chain in Los Angeles in 2012.Correlation Coefficient is measured on a -1 to +1 scale with 0 signifying no correlation.

+0.90 Correlation Coefficient

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BUILDING A FOUNDATION:CLAIM & CLEAN LOCATION LISTINGS

ActualLocation

CLAIM & CLEAN LISTINGS

THE UNIVERSAL VENUE PROBLEMIncorrect GeocodesDuplicate Venues Inaccurate Listings

+ Multi-location brands

are plagued by venue

inaccuracies internally

and across Facebook,

Foursquare, and

Google

Actual Walmart Location

Walmart Facebook Page

Accurate Listing Data


Walmart Facebook Page


Walmart Google+ Local Page

Accurate Listing Data


Walmart Google+ Local Page


Inaccurate Walmart Lat/Long

Physical Location Albany NY

Official Facebook Page

Duplicate Facebook Pages

Denny’s Geocode

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OWNING YOUR PRESENCE

• Branding is happening With or Without You

• Own Your Profiles & have an owner

• Develop a Negative Post Mitigation Strategy

• Develop a Content Calendar & plan

How can you scale this internally?


ALIGNMENT TO MARKETING CALENDAR

Extend marketing messages effectively to

your audience.

MOVE THE NEEDLE• Consistent Monitoring & Engagement

• Address Negative Comments Authentically

• Embrace UGC and Curate It

• Be Timely


POTENTIAL ROI

Impacting the bottom line:

Create and Track Check-ins/Promotions

• Check-ins = People in Your Location = High Probability to Convert

• Check-in Promotions = Direct Revenue Correlation

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4 Risk Mitigation

• Brand Control & Monitoring

Cost Savings

• Earned Impressions vs. Paid Impressions

Time Saved

• Manage All your Profiles through central platform

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1. Claim and clean all business listings

2. Develop a plan

3. Monitor customer content

4. Share and Respond

5. Create Promotions / Build buzz to generate more check-ins and foot traffic

ACTION PLAN

5 STEPS

Get ready for the emerging mobile consumer.

Adapt to the moving social networks.

June 11, 2013 Mediative.com

QUESTIONS

Rob ReedFounder

[email protected]

Cate CadburyHead of Creative Services

[email protected]

Kyle GrantSenior Product Manager, Performance Services

[email protected]

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Grant Kyle & Reed Rob (2013) - The Impact of Local Social Engagement on your Business Traffic...

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Transcript of Grant Kyle & Reed Rob (2013) - The Impact of Local Social Engagement on your Business Traffic...