SoLoMo Academy provides training on managing a business's virtual identity across different online platforms. The document discusses how 99.9% of physical points of sale have inconsistent information across their website, Google, Foursquare, and Facebook listings. It emphasizes the importance of having accurate, up-to-date information on these platforms to ensure customers can easily find the business's location, hours, phone number, and other details no matter where they search online. The document outlines the key platforms businesses should manage their listings on and provides tips on creating and optimizing listings.

1. SoLoMo Academy
Get ready for geolocation
marketing!

2. SoLoMo Academy
How important is it for physical stores to have a
coherent virtual identity on the web ?

3. My name is Georges-Alexandre
3

4. Who am I ?
4

5. Different sources ?
5

6. And there are stuffs you won’t find
6

7. Why such an intro ?
7

8. Because as a Retailer, you must just do the
opposite !
You must be sure that
everyone has the same
info about your stores
whatever media is used
to get the info!
8

9. And that is probably not the case !
9

10. Agenda
• Why should you take care of the virtual presence
of your physical stores ?
• What is a listing ?
• Which platforms to cover?
10

11. Phonebook is not anymore used !
11

12. … the web is extensively used
Search the web before
making a purchase !
92% 20% 40%
Of searches are Of Mobile searches
local: find a local are local !!
product / service
12

13. But not to buy : RoBo - RoPo
« RoPo » « Robo »
« Research Online -
Purchase Offline/Buy
Offline ».
85% of Belgians prefer to buy
inside the stores !
Deloitte, 2012
13

14. You must then be sure to correctly manage
the virtual identity of your physical stores !
14

15. And be aware that customers have many
info sources
15

16. When not properly managed, it leads to
mistakes
Website’s
database
Foursquare’s
database
Google’s database
16

17. When not properly managed, it leads to
mistakes
Website’s
database is
correct !
17

18. But…
99.9% of Points of Sale Have a Bad
Virtual Identity
On these media
Website Google Maps Foursquare Facebook
18

19. Companies are not keeping up with the
cross-channel trend
Website
100
64% of POS are
94% of POS 80 properly listed on
don’t efficiently the site
use Facebook 60
40
20
Facebook 0 Google Maps
19% of POS
enjoy all the
features of
95% of POS Google Maps
misuse or neglect
Foursquare
Foursquare
19

20. On retailers’ websites, information is
inconsistent!
Number
100
80
60
40
Business hours Street
20
20% of POS don’t 0
have their
business hours
displayed 7% of POS
have an
incorrect GPS
point
Phone GPS point
20

21. 31% of POS are not on Google Maps
Number
100
80
60
40
Business hours Street
20
73% of POS 0 67% of POS
don’t have their show the
business hours correct
displayed address
Phone GPS point
21

22. Foursquare is not managed by
retailers!
Number
100
80
60
40
Business hours Street
20
0
Still, 38.5% of GPS
72% of POS don’t points are not
have their business displayed and 6%
hours displayed are incorrect
Phone GPS point
The listings for most locations are
created by their customers
22

23. Facebook, poor or non-existent data
Number
100
Only 9% of POS
have their 80
business hours
60
40
Business hours Street
20
0
20% of GPS points
displayed are
incorrect
Phone GPS point
23

24. It is then time to react !
24

25. Agenda
• Why should you take care of the virtual presence
of your physical stores ?
• What is a listing ?
• Which platforms to cover?
25

26. A listing is the virtual identity of
your store on Google + Local!
26

27. Some info are mandatory
Name: just what it is in the Real life.
Ex: Total and not Total Etterbek
Location information: your physical
address
• No PO Box
• No cross street
Ex: Rue de Linthout 194, 1040 Etterbeek
Phone number: must be unique
• No call-center
Ex: 02/736.05.41
Business website GPS coordinate
Ex: http://www.total.be Ex: 50.842668,
4.400926
Business Category & Description
Ex: tankstation – we sell petrol products
27

28. Other give a plus
Store Code: for your internal analytics
Ex: nb000483
Address Line 2: more details
Ex: Shopping center, cross street, etc.
Alternative phone / mobile / Fax /
Email
Ex: call center, shop manager’s phone, etc.
Local website page
Ex: http://www.total.be/Etterbeek/linthout Photos & Videos
Opening hours
Ex: 7/7 days, 24h with bank card
Payment type
Ex: mastercard, visa, …
28

29. You can manage it from Google Places
29

30. From a places dashboard
30

31. And can review all your listing data
31

32. Google+ Local - Google Places – Google Maps
Kesako?
Customer
Maps + Local
32

33. Google+ Local - Google Places – Google Maps
Kesako?
Business
+ Local
Places
Maps Maps
33

34. Why should you specifically manage your
places on Google ?
When your listings are
managed on Google, you
come up in first position on
the search results !
34

35. Agenda
• Why should you take care of the virtual presence
of your physical stores ?
• What is a listing ?
• Which platforms to cover?
35

36. 1 – Your own media !
(Website Number
100
Only)
80
60
Business 40
Street
hours 20
0
Phone GPS point
36

37. 2 - Google
Number
100
80
60
Business 40 Street
hours 20
0
Phone GPS point
37

38. 3 - Foursquare
Number
100
80
60
Business hours 40 Street
20
0
Phone GPS point
38

39. 4 - Facebook
Number
100
Business 50
Street
hours
0
Phone GPS point
39

40. 5 – Other search-oriented media
40

41. Basically, you must be everywhere your
customers might be looking for you !
41

42. TagTagCity
Click the City
42

43. Key facts
1/2 50% 1/10
Phone is a Of local search Website
Smartphone via smartphone Is mobile
Helping brands to communicate on mobile
43

44. Solomo solution
MOBILE USERS CITIES&LOCATIO
Wants to discover NWants to generate
new things in the more traffic and sales
city
Offering an effective SOcial – LOcal – MObile solution
44

45. How does it work?
What's around me ?
45

46. Competitors
Lack of content Focus to hotel and No recurrence
restaurant
Pain to claim No description High costs for
Your place merchants
+ Partnerships
+ Connection to existing DB and official content.
46

47. Technologies
47

48. Bridge the Gap
TagTagCity
Culture Business
48

49. Why TagTagCity?
Digitalize your signals.
Customers are mobile.
Use what already exist.
Benefit from technical update. (Paas)
Modify your information.
Control your information anywhere, in real time. (cloud)
Benefit from communication and networks.
We create relevant data for business.
49

50. Before / After
Before After
Not optimized for mobile Full mobile website
50

51. Freemium
Upload 1 pictures.
Add your contact details.
Add a description (250 caract. max.).
Use the Audio Guide.
Get the directions.
Geolocalize yourself on the map.
51

52. Modify your content
1 Rue de l'exemple,
1111, Belgium
00321233456
exemple@exemple.com
Give every location the opportunity to modify their own mobile
website with their own content.
52

53. Customized buttons
1 Rue de l'exemple,
1111, Belgium
00321233456
exemple@exemple.com
Where to find us ? Where is the nearest location you are looking for ?
Products See and order products from the location.
Documentation Upload brochures according to customers interest.
Any question ? Questions about location.
53

54. Our Network
Belgium Brussels
7500 POI referenced You can find 1.200
Agreement with the 3 Regions locations with tag.
86.304 tags scanned
3000 tags sold (all over the country)
54

55. HOW DOES GOOGLE BOOST
THE SALES
55

56. How Am I
Amazing !
56

57. How Am I
1° Chose your KW
3° Analyse the results
2° Define your message
57

58. Do you know it?
58

59. The phone evolution
2000 2013
Successfull business man Big looser
59

60. The actual prospect
60

61. And the winner is?
Campaign 1
Campaign 2
€
Campaign 3
61

62. Attribution model
Last click First click Linear
Position based Time decay Custom
62

63. How Google can…
63

64. The www.orld is changing
64

65. Actual situation
Campaign 1
Campaign 2
€
Campaign 3
65

66. Cross-device
That guy is a session breaker !
66

67. Cross-device tracking !
Not anymore !
67

68. What’s new
68

69. GOOGLE ADWORDS FOR
RETAIL
69

70. My last search queries
70

71. Purchase behavior
71

72. How Google can…
72

73. Account structure
73

74. Adwords targeting
74

75. Google Merchant center
• Up to 2 PLA’s can show in the Top Ad Placement
• Up to 3 PLA’s on the Right Hand Side
75

76. Purchase behavior
76

77. Google Address
77

78. Learning
78

79. Learning
79

80. Click to map
What is it?
Location extensions can help grow your business by bringing more
customers through your doors. They feature your business phone
number, clickable directions to your business and can also show
how far the person is from your store.
80

81. Click to map
What is it?
Location extensions can help grow your business by bringing more
customers through your doors. They feature your business phone
number, clickable directions to your business and can also show
how far the person is from your store.
81

82. What to analyse?
Amount of sales, Revenue, cost per aqcuisition
Per KW / by Location / per device / per ad / by day/hour, etc…
Analyse, measure, action
82

83. Stay please !
88% of online customers abondoned their basket recently
97% of internet users don’t convert the first time !
83

84. Conversion rate evolution
Average conversion
rate = average +
20%
Average Conv rate
average
Conversion rate Average weekly sales Nov - Dec Average weekly sales Jan-Mar
No remarketing Remarketing
84

85. Weekly Abandonned Cart %
70%
Average Cart
Abandonnement
65%
Cart
Abandonnement=
Average –6%
60%
55%
50%
45%
9/09 16/09 23/09 30/09 7/10 14/10 21/10 28/10 4/11 11/11 18/11 25/11 2/12 9/12 16/12 23/12 30/12 6/01 13/01 20/01 27/01 3/02 10/02 17/02 24/02 3/03
Abandonned carts% Average Abandonned Before remarketing% Average Abandonned AFTER remarketing%
No remarketing Remarketing
85

86. Average Weekly Sales evolution
@ comparable pick up point number
Average weekly weekly sales =
sales average + 10%
4/11 11/1118/1125/11 2/12 9/12 16/1223/1230/12 6/01 13/0120/0127/01 3/02 10/0217/0224/02 3/03
Revenue Average weekly sales Nov - Dec Average weekly sales Jan-Mar
No remarketing Remarketing
86

87. The ROPO effect
87

88. Conclusion
Offline Online
Drive sales
Drive sales
The right message, on the right device, @ the right moment.
88