The Hyperlocal Movement

making hyperlocal work for your brandSean Finnegan, CEO, Geomentum

55 percent of all ad spending is with local media

local dollars are trending digital

• by 2014, local spend will be 24% digital

mobile local ad spend – 5 year forecast

• mobile local will reach 2 billion in 2014

• This represents 44 percent of total U.S. mobile ad revenues in 2009, growing to 69 percent in 2014.

local mobility: beyond the tipping point

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Speed of change to a “mobility lifestyle” is happening faster than

PC Web adoption.

location is the new keyword.

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physical and virtual neighborhoods are merging

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enhanced local profiles and real-time store results

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connect media to store results

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magic window

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three global shifts fueling hyperlocal• Connective Consumer Technologies

– mobile, social, location-based services, geo-tagging• New Consumer Behaviors

– merging of physical and virtual neighborhoods and lifestyles• Advanced Media Technologies

– hyperlocal insights, profiling, targeting, planning and versioning with scale

hyperlocal best practices

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24 Hour Fitness’ social media strategy starts with embracing the distributed web

WE NEED TO BE WHEN/WHERE THE CONVERSATION HAPPENS

1. Over 130,000 fans2. 4M+ post views/month3. Over 90,000 check-ins/month4. Exclusive Fitness partner for check-in deals

1. Over 17,000 followers2. Actively engaged with customers

and prospects

1. 420+ clubs listed2. Enhanced listings3. First health & fitness company to offer

check-in deals

1. Over 2,000,000 content views 2. 130+ videos developed3. 10% of content viewed on mobile

devices

1. Exclusive deals for check-ins and club mayors

INCREASE SOCIAL MEDIA FOOTPRINT TO GENERATE AWARENESS, AND ENCOURAGE IN-CLUB TRAFFIC

1. Exclusive deals via email, Facebook or Twitter feeds

24 Hour Fitness social media presence

24 Hour Fitness and Yelp advertising components

Check-in offers (mobile)

Sales and special membership offers

Basic and enhanced listings with video club tour

Increased presence on Yelp mobile apps in 2010

Monthly Yelp mobile stats

Yelp listings generate an average of

50K pageviews and 24% lead conversion1

rate per month

The results

Visibility on Yelp grew 89% from 09/09 to 09/10

24 Hour Fitness’ listingswere viewed

695,543 times in 2010

1conversions from special offer links

Yelp mobile

generates 30% additional traffic

FACEBOOK100,000 check-ins/mth

YELP 8,500 check-ins/mth

FOURSQUARE60,000 check-ins/mth

INCREASE SOCIAL EXPERIENCE TO SHARE, CONNECT, INTERACT WITH MEMBERS AND NON-MEMBERS LOCALLY

Importance of mobile

Making HyperLocal Workfor Ameriprise Financial:

MORE WITHIN REACH®

Stuart Burkhoff

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March 7, 2011

Ameriprise Financial: Living La Vida LocaL!

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Thinking Nationally – Acting Locally

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• For Ameriprise it’s about being more within reach –For consumers it’s about convenience and local relevance in a global marketplace

• 10,000 advisors, 3,600 locations

National Corporate Spot “Meet Us” Invitation Individual Advisor Video

Making the Connection: Local Framework

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Awareness - Passive

Consideration PurchaseAwareness - Active

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Go

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Create Impression Be Found Educate Traditional

Online

• Press

• Broadcast Media

• Print

• Direct Mail

• Online Advertising

• Yellow Pages

• Organic Search

• Paid Search

• Directory/Review Sites

• Social Profiles

• In office collateral

• Full Profiles/Bios

• Peer Reviews

• Content Distribution

• Video

• Sync experiencesMe

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Key:

Transforming Online Impressions into Personal Expressions

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• Every interaction a consumer has with your business counts– Take advantage of the opportunity to make it a positive one!

• If you build it, will they come? – Many Consumers will never make it to your corporate/personal website…

• Syndicating advisor information to 3rd party sites is critical for driving consideration

• Education is just the beginning…Involve and Engage!– Consumers are no longer satisfied with a static corporate presence…they expect brands to add value

and interact with the community

Local Interactive Tool Kit

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Directory & Local Sites

SEO

Paid SearchSocial Profiles

Online Advertising - Display

PR Bylines

Advisor Websites

Videos

NewslettersEvents & Seminars

Advisor Websites

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Indexed Growth from Google Indexed Advisor Websites

Local Listings

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Local Listings

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Indexed Traffic Growth from 3rd Party SourcesIndexed Rankings Growth from all Advisor Listings

Challenges & Future Opportunities

Challenges– Operating in a regulated industry– Local information models– Social– Scalability, management and training

Opportunities– Consumer behavior– Social– 24/7 Access to Consumers– Enterprise level solutions– Collaborative Environment

Q&A • stuart.r.burkhoff@ampf.com

Brokerage, investment and financial advisory services are made available through Ameriprise Financial Services, Inc. Member FINRA and SIPC. Some products and services may not be available in all jurisdictions or to all clients.