Social Marketing

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Social Marketing: Where Retailers Should Invest Right Now Rob Reed, CIO and Founder MomentFeed

www.shop.org/summit14

www.shop.org/summit14

We See It in the Numbers

Explosive Smartphone Growth

• Smartphone growth has exceeded all projections

‣ 1.2 billion units sold in the US in 2013 - 62% adoption rate • Mobile media consumption is the only growing

media channel ‣ 6% of total in 2010 ‣ 20% of total in 2013 • Local mobile search is a huge opportunity for

brands ‣ 90% of mobile searches lead to action with 50% leading to purchase

2011

2012

2013

Sources: Nielsen/comScore, eMarketer, Search Engine Land

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The Way People Find you is Changing Local Business Searches • Majority of mobile searches are now application-

250

based ‣ Google and Facebook mobile apps account for 60% of all app local search • In-store purchase decisions are made based on local

pages ‣ 78% of local-mobile business searches result in a purchase

200 150 100 50 0 2012

Sources:

Desktop

2013

2014

2015

2016

Mobile

comScore, “6th Annual 15miles/Neustar Localeze Local Search Usage Study” BIA/Kelsey, “Annual US Local Media Forecast 2011-2016” http://streetfightmag.com/2013/05/03/local-search-is-becoming-a-mobile-experience-with-a-social-layer/

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Local SEO Matters

88%

Nearly 9 out of 10 consumers conduct local searches on their Smartphones…

50%

of those consumers visited a store within a day of their local search

The top three organic search results on Google get over 61% of the traffic.

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What’s Happening?

1 in 3

searches on smartphone occur right before consumers visit a store

15%

of in-store activities involve conducting smartphone searches about a product of for price comparison

Consumer behavior before visiting store and while in-store

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Typical Local SEO Challenges

Channels are managed separately and key linkages are ignored

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Brands Need to Think Like Google

Cross-platform consistency, quality and recency are critical

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Instagram by the Numbers

1.6B

20B

60M Average

Likes Daily

Photos Shared

Photos Per Day

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The Fastest Growing Social Site Instagram Reddit LinkedIn Pinterest Tumblr Quora Google+ Twitter YouTube Facebook myspace

-22.5

-11.25

0

11.25

22.5

33.75

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The Branded Selfie

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Facebook by the Numbers

Users are spending 2 hours and 42 minutes a day on mobile devices

22% of mobile time spent is on Facebook

1.01 billion Facebook mobile users

Facebook is the perfect starting point for a mobile strategy

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The Expectation is Relevance

72% of Computer/Tablet users

70% of Computer/Tablet users

67% of Smartphone users

61% of Smartphone users

want ads customized to their city/zip code

want ads customized to their immediate surroundings

Consumers Want Ads Customized to Their Location Source: **http://searchenginewatch.com/article/2343577/Google-Local-Searches-Lead-50-of-Mobile-Users-to-Visit-Stores-Study

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Case Study Driving Revenue Through Localized Facebook Ads

The Solution 19 pilot locations published localized ads targeted to fans and friends of fans closest to each individual location St. Louis, MO

Case Study: Driving Revenue Through Localized Facebook Ads The Old Spaghetti Factory

The Results 650,000 Unique Local Customers Reached Across 19 pilot locations, The Old Spaghetti Factory was able to reach more than 650,000 unique Facebook users that lived near one of their restaurants

Case Study: Driving Revenue Through Localized Facebook Ads The Old Spaghetti Factory

The Results Significantly More Customer Transactions

2187.5

697

0

7,164

-2187.5

Net Gain

-4375 -6562.5

in customer transactions for the Pilot Group

-6,464

-8750

Control Group

Case Study: Driving Revenue Through Localized Facebook Ads The Old Spaghetti Factory

Pilot Group

The Results Higher Post-Easter Sales Recovery 18% 14% 11%

4.7%

7%

higher than 2013

4%

2.4% lower than 2013

0% Pilot Group: Year-Over-Year Increase 2013 Increase

Case Study: Driving Revenue Through Localized Facebook Ads The Old Spaghetti Factory

2014 Increase

Control Group: Year-Over-Year Increase

Success Story Driving ROI at the Point of Sale

Local Reach

Sales Growth

Transactions

ROI

650,000

4.7%

7,164

30x

unique local customers reached

increase in post-Easter sales growth

more customer transactions

on Facebook ad spend

Localized Facebook Advertising The Old Spaghetti Factory used localized Facebook content and targeting in their ads, driving business results in foot traffic and sales

Case Study: Driving Revenue Through Localized Facebook Ads The Old Spaghetti Factory

The Results Clear ROI on Facebook Ad Spend

30x ROI* Spend

Revenue

*The top two positive outliers were removed from the pilot group this ROI analysis Case Study: Driving Revenue Through Localized Facebook Ads The Old Spaghetti Factory