imedia march brand summit: making hyperlocal work for your brand
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iMedia March Brand Summit: Making Hyperlocal Work for Your BrandTRANSCRIPT
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
Co
nsu
me
r S
tag
eA
dvi
sor
Go
al
Create Impression Be Found Educate Traditional
Online
• Press
• Broadcast Media
• 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
diu
ms
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 • [email protected]
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.