Dominate Local Search-Online Marketing Summit Presentation

Dominate in Local Search
Why social mobile marketing is essential

6/16/2011

Matthew O’Brien
CEO, Mint Social
@Blogster - @Mint_Social

“You Are Here”
How Local Businesses can Get on the
Map in the Age of the Mobile Web

/MintSocial | @Mint_Social | @Blogster | Mintsocial.com

Use Hashtag:

#geosomo


Matt O’Brien Matt O’Brien
CEO Mint Social Deerfield Falcons
Illinois State
Champions
1974
Palatine, IL

Matt O’Brien
Bad Dawgs
Ice Den
Scottsdale, AZ
May 30, 2009


Matt O’Brien
CEO Mint Social
Matt O’Brien
White Water Rafting
Upper Salt River, AZ
April 6, 2005


Nearly All Consumers (97%) Use
Online Media to Shop Locally

Source: http://www.biakelsey.com/Company/Press-Releases/100310-Nearly-All-Consumers-Now-Use-Online-Media-to-Shop-Locally.asp


73% of online activity is related
to local content

Source: Google 5/07


Smartphone Use has Taken Off
50%

31%
45% 45%
45%
40%
45% 45%
40% 37%
34% 40%
35%

30% 34% 33%
32%
31% 30%
25%
26% 27%
25%
20% 24%
20% 21%
15% 18%

10%

5%

0%
Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010

Hispanic White African American Asian

Smartphone Penetration
Base: % of population, 2009-2010 demographic trend
Source: Hubspot


Searches on Mobile Devices

Search engine queries……… 9%
Non-search engine queries
(Facebook, Craigslist)………. 22%
Local business searchers
using social networks……… 9%
(% using Facebook……………93%)


Your Website

Is one of Billions


Social Media = Publishing Rights

Is Your Content…

Where 3 out of 4 people are online?


Geosomo
[gee-oh-so-moe]

Geographically targeted mobile
social media marketing


Web Search Trends
“Where we spend our time online”


Google “7 Pack”


Google
Maps

50% of the traffic to Google Maps…
do business with the top 3 results

{Step 1} Create a Profile Document

• Consistency across local listings
• Syntax Correct


{Step 2} Create Profiles

• Local Listings (directories and search)
• Photo
– Panoramio
– Picasa
– Flickr
• Video
– Youtube


{Step 3} Post Geo-Tagged Content
• Photos
– keyword optimized—example:mountain-biking-
sedona-az.jpg
– Split images up between photo sharing sites
– Map to your corporate address—exactly the
same as your office address
• Video
– Youtube geotagging
• Blog Posts
– Post Mapper –open graph api


{Step 4} Create Google Place Page

• Same as other local listings


{Step 5} Get Reviews

• Be Remarkable.
• Make it easy. Put direct links on your website
for reviews.
• Offer incentives to customers that post a
review/check in
– Coupons
– Free Gift
– % off next purchase
– Free coffee for the mayor (foursquare)


Visibility Multiplier Effect

Views
Content Engine Blogs

Profiles Articles

PR Docs, PPT
Video
Website
Photo Audio (SEO and PPC)

Time


Geo-SoMo = Geo-Tag Your
Content with Smartphone


Content
Problem ?

Qik.com & Flip + Geo-Tag + Syndication =
Easy Peasy (…lemon squeezy)


Content
Problem ?
Online

+

QR + Reviews + Testimonials =
Credibility & Rankings
(…local search domination)


Content
Problem ?

+ +

Mobile + Photo + Geo-Tag = Auto-Syndication


Content
Problem ?
+ + +

http://postmapper.com

Geo-tagged web page + Blogs + Status + Geo-Tagged Photo =
Massive Social Mention


Content
Problem ? QR Codes

Microsoft Google


Content
Problem ?
Local sites are
sharing reviews


45% of consumers search blind


…they search with general terms

pizza


Local Searchers

Have products and services in mind
…not sure where

Steve Heideman | Mint Social | Geo-SoMo facebook.com/mintsocial | {@Mint_Social} |

Italian Restaurants Scottsdale


50% of searches go to Google Maps


56% of social users
and
60% of mobile users
search for specific
businesses (location)


Social Networks

Lacking sophisticated
search functions


Geo-tag Your Content


Local Search Trends
1: Primary source to find a business is online (70%)

2: Local searchers are more apt to buy.

3: Adding New Content is Mandatory

4: Diversify with Print (offline marketing)

5: Social and mobile marketing


Social and Mobile Users
…are influencers
Consumers who use social networks and smartphones
….write reviews
In the past 30 days
….40% have submitted between 2 and 5 Reviews

“Great Food at a
Great Price”

“Solid
value”


Top Influencers for Buying

Consumer Ratings and Reviews
Social Networkers…………………………………….78%
Mobile users……….…………………………………...71%


Top Responsibilities for Local

Respond to questions and complaints……………………..81%
Special offers, promotions and events……………………..78%
Company photos……………………………………………..66%


Takeaway Points

• Use your phone to dominate in local search (50% of
Google search go to Google Places)
• Dedicate a phone for marketing your business
(bundle free tools together - PixelPipe and Box.net)
• Use UPS store mail box to look local (Google)
• Leverage off-line marketing (QR Codes) to increase
business online


Thank You

Dominate in Local Search
Why social mobile marketing is essential

Matthew O’Brien
CEO, Mint Social

mint@mintsocial.com
(602) 818-6468
@blogster - @Mint_Social
www.linkedin.com/in/MatthewOBrien

Dominate Local Search-Online Marketing Summit Presentation

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