Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010

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Social-Local-Mobile

The Power Triumvirate of 2010

Gillian Muessig – March 2010

Gillian MuessigPresident, SEOmoz

SLIDE MASTER – COVERPAGE

Web Search is Popular


Really, Really Popular...

Source: ComScore, February 2009


But if You're Not in the Top Results

Half of all users enter one search query only

~55% of users check out one result only

4/5 times, the abstract dissuades searchers

from clicking

1/2 of all results are not relevant

to what the searcher wanted

- Source: (Penn State University Study 2007)


You're Nowhere


PPC is No Longer the Answer

Less than 10% of the clicks are made on paid ads

More than 90% of Internet marketing budgets are

spent on PPC

The opportunity lies in:

Organic Listings

Alternate Engine Advertising


The Object of all Marketing


Acquire (and Keep) Customers


Lower Acquisition Costs

Search Is Changing


Search Isn’t Going Anywhere


It Is Changing


There Are More Options


And More Devices


Mobile Marketing Is Growing

• Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion

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2010 2015


Mobile Markets Are Diverse

• >890mm web enabled mobile phones will ship in 2010

• 1.2mm per month in India alone

- Source: Juniper Research, February 2010


Mobile Marketing Converts

• >90% web enabled mobile phone owners have made a purchase with their phone



Mobile is Different Than Desktop

• >47% purchased while ‘on the go’



What Else Were They Doing?

• Checking news headlines

• Conducting search queries

• Social Networking



And They’re Searching For…

• Local restaurants

• Shops/Vendors

• Events/Meetups/Entertainment

hot tip:


Market Demand Is Driving Mobile Marketing

Source: MarketCharts.com, 2010

hot tip:


Social Media

Source: FredCavazza.net


Social Media Landscape Expanding

Source: FredCavazza.net


Hitwise, February 2010

Top 10 Social Networking Sites


In 2007, Social Media officially became more popular

than pornography


In 2008, Social Mediabecame local-based

and offline conversionsbreathed new life into Main Street


In 2009, InGame MarketingHelped Put a President in Office


Social Media in Gaming

Source: Evan Fishkin, Portent Interactive, March 2010

hot tip:


Local Marketing: Gold in the LongTail

Kelsey Group, March 2010

90% use search to research product purchases

48% use Internet Yellow Pages

42% use Comparison Shopping Sites

24% use vertical sites


Local Search Marketinghot tip:


Local Focused Marketing

hot tip:


Local Search on the Road - UBL

Source: AimClear.com 2008

hot tip:



The Skeksis Come Together


Social – Mobile – LocalPower Triumpherate


What Runs the Triumvirate?Deep databases


What Can The Data Tell You?

• Where your customers frequent. When• How frequently. With whom• What deals make them move/change• Their interests• Their purchasing ability• Daily, weekly, monthly buying patterns• That your customer searched for your product


Set Business Goals for Local-Mobile-Social Campaigns

• Traffic

• Sales

• Brand Awareness

• Customer Engagement


Target Niche Markets

• Seniors



• Students



• Engaged /Just-Married



• Expectant /• New Parents



•Gamers


Walk In Their Shoes

• I’m standing on a street corner; it’s 5pm•Where are my friends?•Who’s got a happy hour?• I’m hungry• I’m in the mood to shop/socialize/walk

around/browse•What should I do now?


Find Your Corporate Voice

• Set up Twitter accounts• Encourage followers

(bribery works)• Tweet specials, tips,

amusing related info, research, weather/traffic/parking• Any relevant info; no spam!


Engage Your Users

•Online games or ARGs - leverage twitter and Facebook• Localize your games•Get your neighbors involved:• Treasure hunts• Scavenger hunts•Collections of any kind


Engaged Users Give You Data

• Ask followers to tell you:•When should I tweet deals?•How often should I tweet deals?•Did you like this game?• Suggest a deal/game


Take Aways

• Local search is increasingly mobile• Customers are social creatures•Games are social affairs• People love games, hunting, collecting• Add game elements to your ad campaigns• Utilize all your search marketing options



[email protected]: @SEOmom

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Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010