casey markee: wearables

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SEO Class

@MediaWyse + Casey Markee#StateofSearch

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Who is this Casey guy?

Head of SEO Support for SENFounder of Digital Agency Media WyseAuthor of 400+ SEO & SMO articles16+ years actual working SEO ExperienceTrained SEO teams on Five ContinentsCo-Author of the Unfair Advantage Guide to Winning the Search Engine WarsContributor to The Web Untangled: The Handbook for Building an Online BusinessRabid Bacon & Craft Beer Aficionado

@MediaWyse + Casey Markee#StateofSearch

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Law of Wearables SuccessWearables Market OverviewWearables SEO w/BeaconsHyperlocal TargetingiBeacon vs. Eddystone vs. FBBeacon Case StudiesDesigning your Beacon CampaignWhat will we Learn Today?

What will we Learn Today?

@MediaWyse + Casey Markee#StateofSearch

The Law of Wearables Success

@MediaWyse + Casey Markee#StateofSearch

In order to be successful, any given piece of wearable technology has to be useful the entire time its on your body. Niley Patel, The Verge

@MediaWyse + Casey Markee#StateofSearchPrescription glasses sit on your face, but improve your vision all the time, so theyre successful. Sunglasses sit on your face and make you look cooler all the time, so theyre successful. Google Glass sits on your face, but mostly does nothing, so its a failure. Its a simple formula.

Wearables Market Overview

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@MediaWyse + Casey Markee#StateofSearch89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189

-Samsung with its Gear S and Tizen OS system were the market leaders by far in 2014.

-Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet.

@MediaWyse + Casey Markee#StateofSearch89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189

-Samsung with its Gear S and Tizen OS system were the market leaders by far in 2014.

-Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet.

Apple is the New King of the Wearables Market!

@MediaWyse + Casey Markee#StateofSearch89 different companies sold 6.8 million smartwatches in 2014 at an average price of $189

-Samsung with its Gear S and Tizen OS system were the market leaders by far in 2014.

-Definition of a smartwatch: Wrist-worn device with indication of time and wireless access to the Internet.

5 Million Apple Watches Sold for $4+ Billion in Revenue. And with a hefty profit margin of 60%+

@MediaWyse + Casey Markee#StateofSearchIt took Apple 74 days to sell one million iPhones. It took 28 days to sell one million iPads. Apple hit the one million milestone for sales of the Apple Watch on the first day of pre-orders and is now in the range of several million.

6/1 claim by Global Equities Research.

For comparison-sake, Rolox did $5 Billion in Revenue last year. Very well-known luxury watch brand.

The debut dwarfed first-year sales of Pebble(considered a success at 1 million units) and all 11 brands on the Android Wear platform (720,000 units again in 2014)

In China, the Apple Watch Gold sold-out in an hour.

Remember though, Apple is already a Trillion value company and did $182 billion in sales in 2014. This is just a ripple.

Sales of Apple Watches are up sequentially and have exceeded our expectations.- Tim CookApple 3rd Q earnings call Tuesday, 10/27

@MediaWyse + Casey Markee#StateofSearchIt took Apple 74 days to sell one million iPhones. It took 28 days to sell one million iPads. Apple hit the one million milestone for sales of the Apple Watch on the first day of pre-orders and is now in the range of several million.

6/1 claim by Global Equities Research.

For comparison-sake, Rolox did $5 Billion in Revenue last year. Very well-known luxury watch brand.

The debut dwarfed first-year sales of Pebble(considered a success at 1 million units) and all 11 brands on the Android Wear platform (720,000 units again in 2014)

In China, the Apple Watch Gold sold-out in an hour.

Remember though, Apple is already a Trillion value company and did $182 billion in sales in 2014. This is just a ripple.

Apple is now the largest Luxury Watch Retailer in the World (passing Rolex).

@MediaWyse + Casey Markee#StateofSearchApple watches start at $349 and go as high as $17K. So they are a luxury watch maker.

Remember though, Apple is already a Trillion value company and did $182 billion in sales in 2014. This is just a ripple.

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

@MediaWyse + Casey Markee#StateofSearch- Target, Best Buy and others will have the watch FULLY STOCKED for the 2015 holiday shopping season.

By 2018, Smartwatches alone will move 91.6 Million Units!

@MediaWyse + Casey Markee#StateofSearchBut again, the estimates just for 2015 are wide and stunning:

Morgan-Stanley is High at 60 million Units, Piper Jeffry is low at just 10 million Units.

Global Equities Research is again saying 7 million units already sold and 40-42 million projected for 2015.

As SEOs we MUST target our clients audiences on these platforms!

@MediaWyse + Casey Markee#StateofSearch

Wearables SEO with Beacons

@MediaWyse + Casey Markee#StateofSearch

Hyperlocal Targeting

@MediaWyse + Casey Markee#StateofSearchRemember 2002s Minority Report when Tom Cruise is running through the mall and getting virtually targeted by all those ads? Thats set in 2054 but similar targeting is already possible now.

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

@MediaWyse + Casey Markee#StateofSearchUnderstand this.

How do we practice convenience marketing?

How do you do this? With Beacons!

@MediaWyse + Casey Markee#StateofSearchApple iBeacon = released 6/13Facebook Beacons = released 6/15Google Eddystone = released 7/15

BLE Beacons (Dedicated Beacons used to mark zones or areas for personalized targeting)

Apple iBeacon is the more popular choicefor now. And it does work with Android, however, since Eddystone is open source and offers cross-platform support for both iOS and Android, it has an edge over iBeacon, which works only with select compatible iDevices.

Samsung has their version of iBeacon for Android called Placedge its tagline is thats simpler to use than Beacon since there is no app needed. Big criticism though since app equals choice and by having that at the phone level, there is no consumer choice to opt-out.

Facebook beacons are still pretty new. (insert more here).

A single beacon costs around $30. Beacons are about the size of a quarter and a little larger.

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

@MediaWyse + Casey Markee#StateofSearch-Business can set up multiple Bluetooth Beacons within and around their store to broadcast its signal -Beacons can pinpoint if customers are in range of its signal and their app/Passbook pass determines what to do when they inside that range -For example, the app can be programmed to deliver a personalized message or coupon.

Beacons are Small but POWERFUL!

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

@MediaWyse + Casey Markee#StateofSearchCheck-out http://beaconstac.com/beacon-hardware-guide for a full review of individual beacons and price points.

Sensoro, etc.

Gimbal Series run $5 and have a 3-month battery and up to 50m range or you can go up to the Kontakt level and pay $79 for what is a six-year battery and a 200m range.

How do Beacons Work?

Image Credit: Makingittv.com

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What can you do with Beacons?

Image Credit: Kinetica.mobi

@MediaWyse + Casey Markee#StateofSearch

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

@MediaWyse + Casey Markee#StateofSearchOnce a customer comes within about 100 feet of the device, they'll have access to place tips on Facebook. This "place tips on Facebook" pops up inside the Facebook app automatically.

Limited in that you cant really push custom offers. Its more to drive general awareness.

There are some clear benefits thought:

-More reach: increase engagement and drive likes.-More reviews: beacons will increase your reviews, especially if you ask for them.-More influence: you can target and direct your fans/customers while in your locations. This can and will drive more sales.

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)

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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.

@MediaWyse + Casey Markee#StateofSearch- does not need a mobile app to send messages to smartphone users- Google Now can provide increased contextual information (showing m