casey markee: hyperlocal marketing

@MediaWyse #StateofSearch @dfwsem


Who is this Casey guy?• Head of SEO Support for SEN• Founder of Digital Agency Media Wyse• Author of 400+ SEO & SMO articles• 16+ years actual working SEO

Experience• Trained SEO teams on Five Continents• Co-Author of the “Unfair Advantage

Guide to Winning the Search Engine Wars”

• Contributor to “The Web Untangled: The Handbook for Building an Online Business”

• Rabid Bacon & Craft Beer Aficionado


Law of Wearables Success Wearables Market Overview Wearables SEO w/Beacons Hyperlocal Targeting iBeacon vs. Eddystone vs. FB Beacon Case Studies

Designing your Beacon Campaign

What will we Learn Today?What will we Learn Today?


The Law of Wearables Success


“In order to be successful, any given piece of wearable technology has to be useful the entire time it’s on your

body.” – Niley Patel, The Verge


Wearables Market Overview


Apple is the New King of the Wearables Market!


5 Million Apple Watches Sold for $4+ Billion in Revenue.

…And with a hefty profit margin of 60%+


“Sales of Apple Watches are up sequentially and have exceeded our

expectations.”- Tim Cook

Apple 3rd Q earnings call – Tuesday, 10/27


Apple is now the largest “Luxury” Watch Retailer in the World

(passing Rolex).


Global Smartwatch Shipments will reach 40+ Million Units in 2015!


By 2018, Smartwatches alone will move 91.6 Million Units!


As SEOs we MUST target our client’s audiences on these

platforms!


Wearables SEO with Beacons


Hyperlocal Targeting


Wearables SEO = “Convenience Marketing”

“Delivering a personalized marketing message for a product or service in real-time to a target consumer

exactly when they need it!”- Casey Markee


How do you do this? With Beacons!


“Beacon technology is a location-aware low-cost transmitter that uses Bluetooth and geo-fencing to provide

apps a new level of micro-location awareness”- Wikipedia


Beacons are Small but POWERFUL!

Beacons are about the size of a quarter and cost between $5-80 each.


How do Beacons Work?

Image Credit: Makingittv.com


What can you do with Beacons?

Image Credit: Kinetica.mobi


Facebook “Places Tips” trigger when within 100 ft of beacon.

Serve a “Welcome Note” to Visitors.

Serve prompts to “Like” the page or “check-in.”

Feature posts from your page or those of your Fans.

Facebook Beacons: Cool but Limited.

bit.ly/fb-beacons-signup


Apple iBeacons: App-Focused & Hot

App-Based (mandatory for messages)

Proprietary (but does work on Android)

Can send messages only through UUID (Universal Unique Identifier)

No use of EIDs (Ephemeral Identifiers)


Google Eddystone: The New Kid on the Block!

Supports URL and App for messaging.

Open-Source (available on GitHub)

Can send messages through UUID (Universal Unique Identifier), URL or Telemetry.

Uses EIDs (Ephemeral Identifiers) for secure tracking.


Why should you use Beacons?

Image Credit: Swirl.com


There will be 4.5 Million Beacons installed in the US by 2018!


The Future for Mobile is all about the “Digital Concierge”


Did you know you can already use BLE beacons to “check-in”

to your hotel?


iBeacon Case Study: Starwood Hotels (SPG)


Or use them to “navigate” your next trip to the grocery

store?


iBeacon Case Study: Marsh Supermarkets (IN)

bit.ly/ibeacons-101


Need to “catch” a train? There’s a beacon for that as

well.


Eddystone Case Study: TriMet PTA (OR)


In Short: Beacons are Bad-Ass!


So How do I get Started?


Get a Beaconstac Starter Kit – Costs $89! Comes with 3 enterprise-

grade BLE Sensoro beacons Supports BOTH iBeacon &

Eddystone Each beacon can cover up

to 50ft and last up to 3 years.

The longer the distance, the shorter the battery life.

Full support and analytics provided up to 1 year.store.beaconstac.com


Designing your Beacon Campaign


Are you Asking the Right Questions?


Does your Messaging Provide “Value?”


What is the Optimal Context & Timing for my Beacon Messaging?


Where can I most “Efficiently’ Deploy my Beacons?


Are you Avoiding “Notifications” Overload?


Are your Beacons an “Isolated” Marketing Initiative?


Thank You!


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