2. @MediaWyse + Casey Markee#StateofSearch
Who is this Casey guy?
• Head of SEO Support for SEN
• Founder of Digital Agency Media Wyse
• Author of 400+ SEO & SMO articles
• 16+ years actual working SEO Experience
• Trained SEO teams on Five Continents
• Co-Author of the “Unfair Advantage Guide
to Winning the Search Engine Wars”
• Contributor to “The Web Untangled: The
Handbook for Building an Online Business”
• Rabid Bacon & Craft Beer Aficionado
3. @MediaWyse + Casey Markee#StateofSearch
Law of Wearables Success
Wearables Market Overview
Wearables SEO w/Beacons
Hyperlocal Targeting
iBeacon vs. Eddystone vs. FB
Beacon Case Studies
Designing your Beacon Campaign
What will we Learn Today?What will we Learn Today?
5. @MediaWyse + Casey Markee#StateofSearch
“In order to be successful, any given piece of
wearable technology has to be useful the
entire time it’s on your body.”
– Niley Patel, The Verge
9. @MediaWyse + Casey Markee#StateofSearch
Apple is the New King of the
Wearables Market!
10. @MediaWyse + Casey Markee#StateofSearch
5 Million Apple Watches Sold for
$4+ Billion in Revenue.
…And with a hefty profit margin of 60%+
11. @MediaWyse + Casey Markee#StateofSearch
“Sales of Apple Watches are up
sequentially and have exceeded our
expectations.”
- Tim Cook
Apple 3rd Q earnings call – Tuesday, 10/27
12. @MediaWyse + Casey Markee#StateofSearch
Apple is now the largest “Luxury”
Watch Retailer in the World
(passing Rolex).
13. @MediaWyse + Casey Markee#StateofSearch
Global Smartwatch Shipments will
reach 40+ Million Units in 2015!
14. @MediaWyse + Casey Markee#StateofSearch
By 2018, Smartwatches alone will
move 91.6 Million Units!
15. @MediaWyse + Casey Markee#StateofSearch
As SEOs we MUST target our client’s
audiences on these platforms!
18. @MediaWyse + Casey Markee#StateofSearch
Wearables SEO = “Convenience Marketing”
“Delivering a personalized marketing message for a product or
service in real-time to a target consumer exactly when they
need it!”
- Casey Markee
19. @MediaWyse + Casey Markee#StateofSearch
How do you do this? With Beacons!
20. @MediaWyse + Casey Markee#StateofSearch
“Beacon technology is a location-aware low-
cost transmitter that uses Bluetooth and geo-
fencing to provide apps a new level of micro-
location awareness”
- Wikipedia
21. @MediaWyse + Casey Markee#StateofSearch
Beacons are Small but POWERFUL!
Beacons are about the size of a quarter and
cost between $5-80 each.
22. @MediaWyse + Casey Markee#StateofSearch
How do Beacons Work?
Image Credit: Makingittv.com
23. @MediaWyse + Casey Markee#StateofSearch
What can you do with Beacons?
Image Credit: Kinetica.mobi
24. @MediaWyse + Casey Markee#StateofSearch
Facebook “Places Tips” trigger
when within 100 ft of beacon.
Serve a “Welcome Note” to
Visitors.
Serve prompts to “Like” the page
or “check-in.”
Feature posts from your page or
those of your Fans.
Facebook Beacons: Cool but Limited.
bit.ly/fb-beacons-signup
25. @MediaWyse + Casey Markee#StateofSearch
Apple iBeacons: App-Focused & Hot
App-Based (mandatory for
messages)
Proprietary (but does work on
Android)
Can send messages only through
UUID (Universal Unique
Identifier)
No use of EIDs (Ephemeral
Identifiers)
26. @MediaWyse + Casey Markee#StateofSearch
Google Eddystone: The New Kid on the Block!
Supports URL and App for
messaging.
Open-Source (available on
GitHub)
Can send messages through
UUID (Universal Unique
Identifier), URL or Telemetry.
Uses EIDs (Ephemeral
Identifiers) for secure tracking.
27. @MediaWyse + Casey Markee#StateofSearch
Why should you use Beacons?
Image Credit: Swirl.com
39. @MediaWyse + Casey Markee#StateofSearch
Get a Beaconstac Starter Kit – Costs $89!
Comes with 3 enterprise-grade
BLE Sensoro beacons
Supports BOTH iBeacon &
Eddystone
Each beacon can cover up to
50ft and last up to 3 years.
The longer the distance, the
shorter the battery life.
Full support and analytics
provided up to 1 year.store.beaconstac.com
49. @MediaWyse + Casey Markee#StateofSearch
Connect with me Online @
Become a Fan on Facebook:
https://www.facebook.com/MediaWyse
Follow Casey on Twitter:
https://Twitter.com/MediaWyse
Connect with Casey on Linkedin:
https://www.linkedin/com/in/caseymarkee
Follow Casey on SlideShare:
http://www.slideshare.net/CaseyMarkeeMBA
Notas del editor
Prescription glasses sit on your face, but improve your vision all the time, so they’re successful. Sunglasses sit on your face and make you look cooler all the time, so they’re successful. Google Glass sits on your face, but mostly does nothing, so it’s a failure. It’s a simple formula.
89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189
-Samsung with it’s Gear S and Tizen OS system were the market leaders by far in 2014.
-Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet.
89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189
-Samsung with it’s Gear S and Tizen OS system were the market leaders by far in 2014.
-Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet.
89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189
-Samsung with it’s Gear S and Tizen OS system were the market leaders by far in 2014.
-Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet.
It took Apple 74 days to sell one million iPhones. It took 28 days to sell one million iPads. Apple hit the one million milestone for sales of the Apple Watch on the first day of pre-orders and is now in the range of several million.
6/1 claim by Global Equities Research.
For comparison-sake, “Rolox” did $5 Billion in Revenue last year. Very well-known luxury watch brand.
The debut dwarfed first-year sales of Pebble (considered a success at 1 million units) and all 11 brands on the Android Wear platform (720,000 units again in 2014)
In China, the Apple Watch Gold sold-out in an hour.
Remember though, Apple is already a ¾ Trillion value company and did $182 billion in sales in 2014. This is just a ripple.
It took Apple 74 days to sell one million iPhones. It took 28 days to sell one million iPads. Apple hit the one million milestone for sales of the Apple Watch on the first day of pre-orders and is now in the range of several million.
6/1 claim by Global Equities Research.
For comparison-sake, “Rolox” did $5 Billion in Revenue last year. Very well-known luxury watch brand.
The debut dwarfed first-year sales of Pebble (considered a success at 1 million units) and all 11 brands on the Android Wear platform (720,000 units again in 2014)
In China, the Apple Watch Gold sold-out in an hour.
Remember though, Apple is already a ¾ Trillion value company and did $182 billion in sales in 2014. This is just a ripple.
Apple watches start at $349 and go as high as $17K. So they are a luxury watch maker.
Remember though, Apple is already a ¾ Trillion value company and did $182 billion in sales in 2014. This is just a ripple.
- Target, Best Buy and others will have the watch FULLY STOCKED for the 2015 holiday shopping season.
But again, the estimates just for 2015 are wide and stunning:
Morgan-Stanley is High at 60 million Units, Piper Jeffry is low at just 10 million Units.
Global Equities Research is again saying 7 million units already sold and 40-42 million projected for 2015.
Remember 2002’s “Minority Report” when Tom Cruise is running through the mall and getting virtually targeted by all those ads? That’s set in 2054 but similar targeting is already possible now.
Understand this.
How do we practice “convenience marketing?”
Apple iBeacon = released 6/13
Facebook Beacons = released 6/15
Google Eddystone = released 7/15
BLE Beacons (Dedicated Beacons used to mark zones or areas for personalized targeting)
Apple iBeacon is the more popular choice…for now. And it does work with Android, however, since Eddystone is open source and offers cross-platform support for both iOS and Android, it has an edge over iBeacon, which works only with select compatible iDevices.
Samsung has their version of iBeacon for Android called Placedge – it’s tagline is that’s simpler to use than Beacon” since there is no app needed. Big criticism though since “app” equals choice and by having that at the phone level, there is no consumer choice to opt-out.
Facebook beacons are still pretty new. (insert more here).
A single beacon costs around $30. Beacons are about the size of a quarter and a little larger.
-Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal
-Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range
-For example, the app can be programmed to deliver a personalized message or coupon.
Check-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points.
Sensoro, etc.
Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.
Once a customer comes within about 100 feet of the device, they'll have access to place tips on Facebook. This "place tips on Facebook" pops up inside the Facebook app automatically.
Limited in that you can’t really push “custom offers.” It’s more to drive general awareness.
There are some clear benefits thought:
-More reach: increase engagement and drive “likes.”
-More reviews: beacons will increase your reviews, especially if you “ask” for them.
-More influence: you can target and direct your fans/customers while in your locations. This can and will drive more sales.
- does not need a mobile app to send messages to smartphone users
- Google Now can provide increased contextual information (showing menu items when users sit down in restaurants)
- restaurants can push discount codes, and happy hour specials through URLs, these can be more personalized.
- integration with Google Maps provide real-time transit information and fast-access to real-time schedules
- museums and tourist attractions won't need docents or tour guides, information can be sent directly to the user via URL.
- asset tracking will be increased, you can attach beacons to your bags and track them at the airport - never lose a bag again!
NOTE: The only way Eddystone can work with a device that does not have a compatible app installed, is to transmit using the URL packet
How do you protect against hacking or someone putting up a beacon at the entrance to a sports arena and trying to inject malware? That’s where the EIDs come into play. Google created these to allow beacons to broadcast a signal that is only identifiable to ‘authorized clients’. To prevent such hacking/malware attacks.
Right now beacons are in their infancy. There are less than 500,000 installed US-wide.
This is currently happening.
SPG is know for their Westin, W, Sheraton and other brands.
SPG Keyless is the first truly keyless solution for a global hotel brand. In some regions, SPG members are able to check in from their device and go straight to their room.
An iBeacon picks up the guest’s phone when in close proximity and unlocks the room door, giving the guest a keyless entry to his room. This is such an engaging and efficient experience for a guest.
Benefits for hotels:
Virtual check-in
Finding the room and indoor navigation
Keyless entry into rooms
In-room controls
Room service
Offers and loyalty programs
And of course, check-out
This is currently happening.
The apple watch specifically features Bluetooth 4.0 which is going to allow retailers to actually track you with hyperlocalized offers as well.
Marsh Supermarkets in IN – the first grocery store chain (75 stores) to launch an iBeacon-Apple Watch integration. The technology allows for shoppers with an Apple Watch and applications with inMarket’s application technologies to be notified of their shopping lists when they enter any Marsh store.
This is currently happening.
First big Eddystone case study by Google was in Portland for the PTA
87 light rail stations beam notifications to commuters
Uses beacons to connect with cell phones (no app required)
Instead they use the “alert” screen to pop up notifications to those in range
Users can then use browse these notifications to see arrival and departure information
For shorter range, 15ft or less, the beacons last 3+ years.
For longer range, 50ft+, the beacons last 6-12 months.
Are you providing a discount? A free product? Is the messaging worthwhile or just a “hey, we are cool and have beacons” message?
Black Friday as people are rushing through the store…probably not the “best” time. But as they are all lining up outside? Maybe.
Think through an in-depth scenario map of how you want your beacon to perform. When and where do you want that beacon to perform?
The average reaction rate to these notifications was just six percent across iOS and Android devices.
Quora is a great example of notification fatigue. Their apps used to send dozens of notifications a day in 2014. And if you had something go viral, you would receive a notification for each upvote which could be in the 100’s it was insane.
Fortunately, they revamped this in late 2014…these are issues you must be aware.
Make sure to link your beacon marketing strategy to print, digital, and email initiatives. Just like anything else, it should be coordinated and publicized.
