Gillian Muessing - Local-Social-Mobile: The Power Triumvirate of 2010 - Presentation Transcript 1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz 2. Web Search is Popular 3. Really, Really Popular... Source: ComScore, February 2009 4. 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) ‏ 5. You're Nowhere 6. 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: o Organic Listings o Alternate Engine Advertising 7. The Object of all Marketing 8. Acquire (and Keep) Customers 9. Lower Acquisition Costs 10. Search Is Changing 11. Search Isn’t Going Anywhere 12. It Is Changing 13. There Are More Options 14. And More Devices 15. Mobile Marketing Is Growing * Rail tickets predicted to be delivered to mobile phones in 2010 : 2 billion; in 2014 : 15 billion 16. 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 17. Mobile Marketing Converts * >90% web enabled mobile phone owners have made a purchase with their phone - Source: Juniper Research, February 2010 18. Mobile is Different Than Desktop * >47% purchased while ‘on the go’ - Source: Juniper Research, February 2010 19. What Else Were They Doing? * Checking news headlines * Conducting search queries * Social Networking - Source: Juniper Research, February 2010 20. And They’re Searching For… * Local restaurants * Shops/Vendors * Events/Meetups/Entertainment hot tip: 21. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010 hot tip: 22. Social Media Source: FredCavazza.net 23. Social Media Landscape Expanding Source: FredCavazza.net 24. Top 10 Social Networking Sites Hitwise, February 2010 25. In 2007, Social Media officially became more popular than pornography 26. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street 27. In 2009, InGame Marketing Helped Put a President in Office 28. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010 hot tip: 29. 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 30. Local Search Marketing hot tip: 31. Local Focused Marketing hot tip: 32. Local Search on the Road - UBL Source: AimClear.com 2008 hot tip: 33. The Skeksis Come Together 34. Social – Mobile – Local Power Triumpherate 35. What Runs the Triumvirate? Deep databases 36. 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 37. Set Business Goals for Local-Mobile-Social Campaigns * Traffic * Sales * Brand Awareness * Customer Engagement ‏ 38. Target Niche Markets * Seniors 39. Target Niche Markets * Students 40. Target Niche Markets * Enga

1. Social-Local-Mobile The Power Triumvirate of 2010 Gillian Muessig – March 2010 Gillian Muessig President, SEOmoz

2. Web Search is Popular

3. Really, Really Popular... Source: ComScore, February 2009

5. You're Nowhere

7. The Object of all Marketing

8. Acquire (and Keep) Customers

9. Lower Acquisition Costs

10. Search Is Changing

11. Search Isn’t Going Anywhere

12. It Is Changing

13. There Are More Options

14. And More Devices

21. Market Demand Is Driving Mobile Marketing Source: MarketCharts.com, 2010 hot tip:

22. Social Media Source: FredCavazza.net

23. Social Media Landscape Expanding Source: FredCavazza.net

24. Top 10 Social Networking Sites Hitwise, February 2010

25. In 2007, Social Media officially became more popular than pornography

26. In 2008, Social Media became local-based and offline conversions breathed new life into Main Street

27. In 2009, InGame Marketing Helped Put a President in Office

28. Social Media in Gaming Source: Evan Fishkin, Portent Interactive, March 2010 hot tip:

29. 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

30. Local Search Marketing hot tip:

31. Local Focused Marketing hot tip:

32. Local Search on the Road - UBL Source: AimClear.com 2008 hot tip:

33. The Skeksis Come Together

34. Social – Mobile – Local The Power Triumvirate

35. What Runs the Triumvirate? Deep databases

49. Social Media Does Not Affect Your Corporate Strategy It IS you corporate strategy

54. Take Aways Superb presentation style white paper by Paul Adams, Google http://j.mp/bKjA1B

55. [email_address] Twitter: @SEOmom whitehat10 25% discount on anything in the SEOmoz store including PRO memberships! 