imedia march brand summit: making hyperlocal work for your brand

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iMedia March Brand Summit: Making Hyperlocal Work for Your Brand


  • 1. The Hyperlocal Movement making hyperlocal work for your brand Sean Finnegan, CEO, Geomentum

2. 55 percent of all ad spending is with local media 3. local dollars are trending digital

  • by 2014, local spend will be 24% digital

4. 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 to69 percentin 2014.

5. local mobility: beyondthe tipping point Speed of change to a mobility lifestyle is happening faster than PC Web adoption. 6. locationis the new keyword. 7. 8. physical and virtual neighborhoods are merging 9. 10. 11. enhancedlocal profilesand real-timestore results 12. connect media tostore results 13. magic window 14. 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 withscale

15. hyperlocal best practices 16. 17. 24 Hour Fitness social media strategy starts withembracing the distributed webWE NEED TO BE WHEN/WHERE THE CONVERSATION HAPPENS 18. 24 Hour Fitness social media presence

  • Over 130,000 fans
  • 4M+ post views/month
  • Over 90,000 check-ins/month
  • Exclusive Fitness partner for check-in deals
  • Over 17,000 followers
  • Actively engaged with customers and prospects
    • 420+ clubs listed
    • Enhanced listings
    • First health & fitness company to offer check-in deals
  • Over 2,000,000 content views
  • 130+ videos developed
  • 10% of content viewed on mobile devices
    • Exclusive deals for check-ins and club mayors


    • Exclusive deals via email, Facebook or Twitter feeds

19. 24 Hour Fitness and Yelp advertising components Check-in offers (mobile) Sales and special membership offers Basic and enhanced listingswith video club tour 20. Increased presence on Yelp mobile apps in 2010 Monthly Yelp mobile stats 21. Yelp listings generate an average of50K pageviewsand24% lead conversion 1 rate per month The results 1 conversions from special offer links Yelp mobilegenerates30% additionaltraffic Visibility on Yelpgrew 89%from 09/09 to 09/10 24 Hour Fitness listings were viewed 695,543 timesin 2010 22. Importance of mobile FACEBOOK 100,000 check-ins/mth YELP8,500 check-ins/mth FOURSQUARE 60,000 check-ins/mth INCREASE SOCIAL EXPERIENCE TO SHARE, CONNECT, INTERACTWITH MEMBERS AND NON-MEMBERS LOCALLY 23. Making HyperLocal Work for Ameriprise Financial:

  • Stuart Burkhoff

March 7, 2011 24. Ameriprise Financial:Living La Vida LocaL! 25. Thinking Nationally Acting Locally

  • For Ameriprise its about being more within reach
    • For consumers its about convenience and local relevance in a global marketplace
      • 10,000 advisors, 3,600 locations

National Corporate Spot Meet Us Invitation Individual Advisor Video 26. Making the Connection: Local FrameworkAwareness - Passive Consideration Purchase Awareness - Active Consumer Stage Advisor Goal 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 experiences

Mediums Key: 27. Transforming Online Impressions into Personal Expressions

  • 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 3 rdparty sites is critical for driving consideration
  • Education is just the beginningInvolve and Engage!
    • Consumers are no longer satisfied with a static corporate presencethey expect brands to add value and interact with the community

28. LocalInteractive Tool Kit

    • Directory & Local Sites
    • SEO
    • Paid Search
    • Social Profiles
    • Online Advertising - Display
    • PR Bylines
    • Advisor Websites
    • Videos
    • Newsletters
    • Events & Seminars

29. Advisor Websites

    • Indexed Growth from Google Indexed Advisor Websites

30. Local Listings 31. Local Listings

    • Indexed Traffic Growth from 3 rdParty Sources
    • Indexed Rankings Growth from all Advisor Listings

32. Challenges & Future Opportunities

    • Challenges
    • Operating in a regulated industry
    • Local information models
    • Social
    • Scalability, managementand training
    • Opportunities
    • Consumer behavior
    • Social
    • 24/7 Access to Consumers
    • Enterprise level solutions
    • Collaborative Environment

33. Q&A

  • [email_address]

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.