The Collison of Social, Mobile, Local--and Search
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A presentation made by Rohn Jay Miller to the MN American Marketing Association in November 2012, kicking off their Digital Speakers Series
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The Collison of Social, Mobile, Local--and Search
- 1. The Fabulous Collison of: The Fabulous Collision of Search, Mobile, Social & Local Social, Local, Mobile – and Search Rohn Jay Miller
- 2. WHY “BLACK” FRIDAY? The term “Black Friday” as the day after Thanksgiving originated in Philadelphia in the 1960s. With the streets totally jammed with cars and shoppers, police started calling it “Black Friday” internally, and the term spread. Now it’s also come to mean the day when may retailers finally move into the “black” on their profits for the year. © COPYRIGHT 2009 SAPIENT CORPORATION 2
- 3. But what I really want to talk about is…. OUR VACATION! © COPYRIGHT 2009 SAPIENT CORPORATION 3
- 4. CLAIRE The Millers—my wife and our two teen-aged daughters—went to Quebec for a week last summer. We spent four days in Montreal and three in Quebec City, both truly beautiful cities. BUT---when we crossed back into the US we drove through the woods of Maine, and after getting back into telephone range I got a call from AT&T. My bill for the past week? $1200 US. Oops. That’s how much the roaming charges were for all of the things I did with my smartphone for a week on vacation. Sound surprising? Maybe the price does, but think of all we use our smartphones for now just getting around. That’s mobile! © COPYRIGHT 2009 SAPIENT CORPORATION 4
- 5. We used “maps” to find restaurants near our hotel, and then social networks to find reviews of which ones were good, and then maps again to draw a route for us to walk to the restaurant, and then search to find other interesting places to go near where we were, and then… ….Well, you see how the bill got to be $1200 US. (I talked them down to $200 US, retroactively adding their “Can-Am” phone plan.) © COPYRIGHT 2009 SAPIENT CORPORATION 5
- 6. SEARCH MOBILE LOCAL © COPYRIGHT 2009 SAPIENT CORPORATION 6
- 7. “The Chaos Scenario” Let’s step back. Web 1.0 was “the Presentation Web,” showing just display pages. Web 2.0 was the “Transactional Web, allowing both e-commerce and social networks to grow. Now we’re entering Web 3.0, which I call “the Context Web,” all about understanding what I want, where, why, how. Traditional marketing But as Bob Garfield points out, we’re in the “Chaos Scenario” where traditional media doesn’t work any more and there’s not enough new media products to replace them. Ouch! Digital marketing WEB 1.0 WEB 2.0 WEB 3.0 1990 1995 2000 2005 2010 © COPYRIGHT 2009 SAPIENT CORPORATION 7
- 8. © COPYRIGHT 2009 SAPIENT CORPORATION 8
- 9. My Vacation Yelp, Instagram Foursquare SOCIAL MOBILE LOCAL Marketing, E-Commerce © COPYRIGHT 2009 SAPIENT CORPORATION 9
- 10. Real Life Real Time Connected © COPYRIGHT 2009 SAPIENT CORPORATION 10
- 11. © COPYRIGHT 2009 SAPIENT CORPORATION 11
- 12. THIS IS YOUR CUSTOMER’S POINT OF ENTRY
- 13. THERE ARE 500 MILLION SEARCH ENGINE QUERIES EVERY DAY
- 14. THERE ARE 500 MILLION SEARCH ENGINE QUERIES EVERY DAY IN THE US ALONE Source: Hubspot 1/5/12 http://bit.ly/zjaPxI
- 15. HOW MUCH GETS SEARCHED? Social Web pages Network Traffic © COPYRIGHT 2009 SAPIENT CORPORATION 15
- 16. HOW MUCH GETS SEARCHED? Social Web pages Networks © COPYRIGHT 2009 SAPIENT CORPORATION 16
- 17. HOW MUCH GETS SEARCHED? Social Web pages Networks 33% MORE CONTENT © COPYRIGHT 2009 SAPIENT CORPORATION 17
- 18. BUT IT’S NOT JUST CONTENT Opinions--what’s discussed? Links – what’s being shared? Real-time – what matters right now? Friends – what do they think? © COPYRIGHT 2009 SAPIENT CORPORATION 18
- 19. EACH WEEK TWITTER USERS SEND 1 BILLION TWEETS Source: Hubspot 1/5/12 http://bit.ly/zjaPxI
- 20. 25% OF ALL TWEETS CONTAIN A LINK Source: Hubspot 1/5/12 http://bit.ly/zjaPxI
- 21. FACEBOOK USERS SHARE 30 BILLION LINKS EACH MONTH SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
- 22. SO THAT’S LIKE 1 BILLION LINKS EACH DAY SOURCE: SF Gate, “Search engines tap social media to tailor results” April 11, 2011
- 23. THREE WAYS SOCIAL CHANGES SEARCH 1. RANKINGS – Trends + links have value 2. CONTENT– Social messages 3. SOCIAL SEARCH—Social networks search © COPYRIGHT 2009 SAPIENT CORPORATION 23
- 24. Earned Media Control Paid Media EaE Owned Media Scale
- 25. SEARCH + SOCIAL STRATEGY KEYWORDS – What are your keywords people use in social networks + search? BALANCE – Content strategy + SEO are two different strategies that need balance INFLUENCE – Identify, listen, acknowledge + support key social influencers SEM – Search engine marketing, especially in 2-3 word searches, for your best content COMMIT + TEST – Constantly improve © COPYRIGHT 2009 SAPIENT CORPORATION 25
- 26. 40% OF ALL SEARCH TODAY IS MOBILE
- 27. GOOGLE CONTROLS 93% OF ALL MOBILE SEARCH
- 29. © COPYRIGHT 2009 SAPIENT CORPORATION Source: Mary Meeker, All Things D Conference, May 31, 2012 29
- 30. © COPYRIGHT 2009 SAPIENT CORPORATION Source: Mary Meeker, All Things D Conference, May 31, 2012 30
- 31. Source: Forrester, June 2012 © COPYRIGHT 2009 SAPIENT CORPORATION 31
- 32. LOCATION + MOBILE STRATEGY 1. WHERE IN THE WORLD ARE YOU? 2. MOBILE IS CHEAP—SORT OF 3. SEARCH IS BOTH SEO + PPC 4. SEARCH VS. FREQUENCY 5. MEASURE COSTS VS. RETURN
- 35. THE FUTURE OF SOLOMOSER
- 36. The “GAFA” Stack Google Apple Facebook Amazon Payments Social Media Context Access (Browsers & Applications) Content Operating system Hardware © COPYRIGHT 2010 SAPIENT CORPORATION | CONFIDENTIAL 36 Source: Neil Perkin, Only Dead Fish, 11/19/11
- 37. WHERE IN THE WORLD DO WE GO? 1. AUTHENTICLY YOU 2. CROSS TEAM MARKETING 3. SO-LO-MO TASK FORCE 4. TO APP OR NOT TO APP?
- 38. THE NEW CUSTOMER CYCLE SOCIAL = THE NEW AWARENESS SEARCH = THE NEW ATTRACTION MOBILE = THE NEW ENGAGEMENT LOCAL = THE NEW TRANSACTION
- 39. THANK YOU Rohn Jay Miller Twitter: @rohnjaymiller Email: rohnjay@rohnjaymiller.com
Notes de l'éditeur
- I could harrange you with statistics, but I think it’s clear to most of us that this little white box has extraordinary power for all of us. That means when customers and prospects are moving into the consideration process, search often is their partner. So the question I guess is, “do you feel lucky?” We’ll see that luck has very little to do with success.
- 460,000 new accounts are added each day, which every month totals more than the number of people in the state of Illinois. In the next 12 months Twitter will likely add 180 million accounts, which is the same as the population of the United Kingdom, France and Italy combined.
- Now the world of customer engagement is roughly divided into three parts:Owned media, Earned media and Paid media.Paid media is advertising. Earned media is PR, and now with social media it’s what reputation we earn from others talking about us.Owned media a few years ago was our websites. Now its not just a lot of other new channels, but it’s becoming more and more the authentic voice of our company. It us speaking directly to customers and prospects. The more we try to get scale in our messaging the more we give up control of when, where and how that message is received. We lose control of the “context.” Context is the new “reach and frequency.”
- 15% OF ALL SEARCH TODAY IS MOBILE. AND GOOGLE CONTROLS 97% OF ALL MOBILE SEARCH.
- 15% OF ALL SEARCH TODAY IS MOBILE. AND GOOGLE CONTROLS 97% OF ALL MOBILE SEARCH. Google also controls 60% of the mobile app advertising market. And if the Android platform, owned by Google, comes to dominate the smartphone market, that will only increase Google’s strength. One possibility is that location based applications like FourSquare and Gowalla begin to change how we use mobile socially to stay in touch with friends and get advice. But with Google search and Google maps so closely tied on mobile phones, Google can command almost $1 billion a year from the mobile ad market.