1. sbtdc - Breakfast Series
LOCAL * MOBILE * SEARCH * SOCIAL
FOR BRICK & MORTAR RETAILERS
2. Mike Duncan
mduncan@sageisland.com
facebook.com/MikeADuncan
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10. “37% of shoppers
find online social
sources to be
an influential
driver when
making decisions”
Google 2011
Source: Brian Solis & Jesse Thomas
11. Increased relevancy can be achieved by developing &
distributing compelling messaging specific to different
geographic markets or user locations
Geo
Message
Website Email Display Social Search Mobile
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18. NOTHINGS BIGGER THAN FACEBOOK
25 Facebook Facts and Figures
1. 1 in every 13 people on Earth is on Facebook
2. 35+ demographic represents more than 30% of the entire user base
3. 71.2 % of all USA internet users are on Facebook
4. In 20 minutes 1,000,000 links are shared on Facebook
5. In 20 minutes 1,323,000 photos are tagged
6. In 20 minutes 1,851,000 status updates are entered
7. In 20 minutes 2,716,000 photos are uploaded
8. In 20 minutes 2,716,000 messages are sent
9. In 20 minutes 10.2 million comments are posted
10. In 20 minutes 1,587,000 wall posts are written
11. 48% of young Americans said they found out about news through Facebook
12. 48% of 18 to 34 year olds check Facebook right when they wake up
13. 50% of active users log on to Facebook in any given day
14. Average user has 130 friends
15. People spend over 700 billion minutes per month on Facebook
16. Average user is connected to 80 community pages, groups and events
17. Average user creates 90 pieces of content each month
18. About 70% of Facebook users are outside the United States
19. Entrepreneurs and developers from more than 190 countries build with Facebook Platform
20. People on Facebook install 20 million applications every day
21. Every month, more than 250 million people engage with Facebook on external websites
22. There are more than 250 million active users currently accessing Facebook through their mobile devices
23. There is over 16,000,000 Facebook fan pages
24. Texas Hold’em Poker is the most popular Facebook page with over 41 million fans
25. More than 650 million active users
67. OPTIMIZATION
• Use keyword tags to tell readers and search engines what your
video is about.
• Create a compelling headline to encourage viewers to watch
your video.
• Keep videos as short and engaging as possible with the most
important messaging in the beginning. If viewers get bored,
they won’t watch the whole thing.
• Pay attention to your thumbnail image to entice viewers to click
and watch. YouTube automatically selects a thumbnail by
selecting an image from about halfway through your video.
73. Build Your Follower Base
wefollow.com
justtweetit.com
search.twitter.com/advanced
74. Engage Your Followers
twtqpon.com - Create coupons for Twitter. Give incentive to follow you.
strawpollnow.com - Poll your followers. Ask questions about your brand, get instant feedback.
twitpic.com - Share interesting photos of new products, office antics, and other cool stuff
yfrog.com - Share photos and videos
75. Monitor Your Brand
tweetscan.com - et up alerts for mentions of your brand and related
keywords; never miss @ replies
tweetbeep.com - Like Google Alerts for Twitter
twollow.com - Auto-follow people that mention your brand
twittlerless.com - Graphs your followers and tells you who stops
following.
tiny.cc | ow.ly | cl.ig | tr.im | adjix.com | etc. - Shrink your URLs
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82. Only 19% of ‘new customers’ return to the
retailer/service provider after initial deal
Inc Magazine
83. TIPS FOR DEALS
Capture deal customer emails/phone numbers in-store with an
incentive to return through an instant bounce-back coupon
Incentivize deal customers to “like” and check-in
Check-in deal for repeat purchases
Be prepared, provide stellar service, and ask for a local review
Pair up with a manufacturer/retailer for a co-op coupon or deal
TIPS FOR OWNED COUPONS
Bid on coupon terms in Search (brand & non-brand)
Use PPC ads and a “fangate” to offer a coupon on Facebook
Make your web-based coupons mobile-friendly
92. FOURSQUARE TIPS FOR CHECK-IN
Add/Claim & Optimize your location profile with specials
Create a brand page & create your own tips
Make them interesting and not 100% sales focused
Monitor and reward mayors & other frequent customers
Pair up with a brand for a co-op check-in special
Pair up with a charity (e.g. 5Ks, Festivals, etc…)
Monitor tips, many of which are essentially reviews
Review check-in data for trends
Promote the special
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94. TIPS FOR FACEBOOK CHECK-IN DEALS
Pair up with a brand or charity for a co-op check-in deal
Simple copy is more engaging
Mention any restrictions
Include a clear call-to-action
Be mindful of deal fatigue and the number of deals you run
Logistics matter
Promote the deal
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96. 1/11 - 1M users
1/12 – 15M users
Will hit 1B photos this year
97. TIPS FOR SOCIAL PHOTO SHARING
Create, share, and pin photos that reflect your brand
Set up Boards using your city name
Name a Board after your business type and products
Try to post only high quality shots
Give your audience a behind the scenes look
Always use descriptive text / hash tags
Cross-promote on other social platforms
Don’t be lame
Do more than just post product or other self-serving shots
Follow other users and participate
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106. 70% of local business searches are now conducted online
TMP Directional Marketing, Google/IPSOS
126. TIPS FOR RETAIL REVIEWS
Don’t fake reviews
Request reviews from loyal customers
In-store, email, social, website
Segment email by domain (Gmail, Yahoo!)
127. TIPS FOR BRAND REVIEWS
"Write-a-Review" link on product
pages
Email solicitation
Order confirmation follow-up
Provide past reviewers with samples
Ask reviewers to describe themselves
and how they use the product
Monitor & engage wherever possible
Leverage your best reviews as
testimonials
Take feedback to heart