What the Heck is SoLoMo?
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Transcript of What the Heck is SoLoMo?
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2012
What the Heck is SoLoMo?
October 10, 2012
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Social Local Mobile: A virtuous circle of consumer usage and value
An Introduction to SoLoMo
Social
MobileLocal
Mobile increases time available for social activity
Mobile enables consumers to engage at the point of sale
Mobile makes Local more useful
Social networks give viral
capability to local deals
Location features core to most of mobile usage
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Social Media
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Social media isn’t a fad. It’s a revolution.
Social media penetration keeps growing across different age groups.
Social media has real business value.
Social media conversations actively influence purchases.
Social Media: Overview
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Pinterest drives more referral traffic than Google Plus, LinkedIn and YouTube combined.
Social Media
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Facebook has a massive & highly engaged audience.
Facebook is effective for B2C customer acquisition.
1 out of every 7 minutes online is spent on Facebook. Source: ComScore, December 2011
Facebook has become the preferred way of sharing content, second only to email (for now). Source: Chadwick Martin Bailey, September 2010
Facebook: Overview
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Keep your messages short.
Video-sharing tends to do well.
Great for facilitating existing relationships.
Help your users look cool.
Facebook: Tips for Beginners
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Friday, Saturday and Sunday are high-sharing days.
Keep your messages direct: nouns and verbs get more sharing than adjectives and adverbs.
Food-page mentions get lots of "likes.“
Entertainment is big: movies/TV/book pages get lots of "likes."
Facebook: Intermediate Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Survey audience profiles and wall activity for analysis.
Avoid boring words; they repel fans.
Articles with digits are shared a little more than those without.
Don’t talk about Twitter on Facebook (different audience).
Claim a vanity URL that reflects your brand name.
Facebook: Advanced Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Virtually everyone has heard of Twitter. Not everyone is using it (yet).
Twitter users are young, smart, affluent and tech-savvy.
Twitter + Business = $$$
Twitter plays an active role in purchasing decisions.
More than ½ of active Twitter users follow companies, brands or products on social networks. Source: Edison Research, 2010
Twitter: Overview
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Great for creating new relationships.
Interact with your followers.
Curate: Share industry knowledge/news.
Video-sharing is not ideal (use Facebook instead).
Avoid being too self-referential.
Twitter: Tips for Beginners
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Don’t push followers to buy – get them engaged with the brand and let them decide to buy on their own or provide incentives that can also spread socially.
Follow people back – you want to follow your audience to see what they are talking about so you can join the conversations.
Use the @reply function to converse with other users. Visible conversations can win you more followers.
Piggy-back on popular or trending hashtags (#hashtag) when appropriate to extend your reach and visibility on Twitter.
Twitter: Intermediate Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Weekends and afternoons get the most re-tweets.
If your goal is re-tweets, 4:00 PM is the best time of day.
Get in front of users who are in your target market but may not be following you.
Use Twitter’s search function to locate keywords, answer questions, and discover hot topics.
Twitter: Advanced Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Unprecedented user growth
High usage
Young, female, relationship-centered demographic
Defined interests
Unlimited future opportunities
Pinterest: Overview
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Use images that appeal to your customers
Create boards around your products and services
Link your images back to your website
Create fun boards to engage your followers
Link to Twitter and post to your Facebook page
Pinterest: Best Practices & Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Start a company page with product/service tabs
You must use a unique email domain when creating a new Company Page. If a subsidiary doesn’t have its own email domain, you can include its name and any relevant information as part of the "Description" section on the parent’s Company Page.
Incorporate content from your company blog and/or Twitter stream.
Use LinkedIn’s badges to encourage your followers in other channels to follow your company profile.
Use LinkedIn Answers to start a threaded question or respond to a posted question.
LinkedIn: Best Practices & Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Local Search
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Local search optimization is a crucial strategy for businesses that rely on customers in a specific geographic location.
3 billion searches each month are for local-based keywords Source: Google, SXSW 2011
90% of smartphone users search for local information on their phones Source: Pew Research Center, 2011
40% of all Google Maps traffic is from mobile phones Source: Google, SXSW 2011
Local Search: Overview
The potential to attract new customers
via Local Search is enormous!
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Get listed on Google+ Local and other local business directories
Encourage user reviews – good or bad
Create check-in offers on Foursquare and Yelp
Get links from local sources and look for guest blogging opportunities
Partner with and/or
Local Search: Marketing Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
The growth of mobile and local search
Search engine optimization (SEO)
Gain an advantage over competitors
The power of reviews
Why use Google+ Local?
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Make your listing stand out
Add keywords to your business description
Encourage customers to leave reviews
Create a listing for each of your physical locations
Add images and videos to your listing
Monitor your Google+ Local analytics
Google+ Local: Implementation Tips
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Mobile
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
53% of American consumers use their smartphones to access search engines at least once a day. Source: Google and Mobile Marketing Association Survey
Mobile searches have grown by 400% since 2010.
By 2013, more people will use their mobile phones than PCs to get online. Source: Gartner, 2010
There will be one mobile device for every person on Earth by 2015. Source: Cisco, 2011
Mobile: Overview
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Mobile users want to connect with the businesses in their local area.
Sources: Google “The Mobile Movement: Understanding Smartphone Users,” 2011
Mobile: Overview
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
What Users Want from Mobile Sites
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
SMS Marketing 90% of text messages are read within 3 MINUTES of being delivered.
Google AdWords “Call Only” campaign targeting smartphones
QR Codes
Social Media & Check-In Offers
Mobile: Tips to Reach Mobile Customers
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
7 Ways to Get your Customers to Check-In
Source: The Power of Foursquare: 7 Innovative Ways to Get Your Customers to Check In Wherever They Are – Carmine Gallo
Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
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Simple. Accountable. Results That Matter.© Fathom SEO, LLC, All rights reserved 2012
Thank You!Jonathan Levey
@jlevey
@FathomOnline