understanding what's working (closely, where2getit)
TRANSCRIPT
Identifying the Offline Connection
Brandify: The New Platform for Location Marketing
About Me
► Twitter @ManishW2GI • Should I change this?• Follow me!
► Vet in Local search • Is that possible? • An overnight success
► Apparently crazy
About Us
►18 Years in Business
►Serving more than 500 Brands
►4.5 million managed locations
►20 million analytics rows inserted daily
Our Clients
@ManishW2GI #knowyourscore
Where2GetIt Mantra
@ManishW2GI #knowyourscore
Digital Origins
Sometimes Digital Marketing feels like this….
What success looks like…
Let’s not lose sight of our goals.…
Enjoy the process…
Decade of the CMO
Situational Marketing : Using Data to tell a story
The Offline Solution
Local ROI Attribution
THE Organizational Challenge
► The one and only challenge for the enterprise ► Understanding how location-based digital solutions affect in-store
purchases: what is the offline connection?
@ManishW2GI #knowyourscore
The Path to Purchase
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The Path to Purchase
@ManishW2GI #knowyourscore
Solution: The Offline Connection
► Demonstrating the effectiveness of location-based marketing begins with better measurement.
@ManishW2GI #knowyourscore
Metrics that MatterKnow your Brand Score
Local Pages as SoLoMo Hub
Local Page
Locator Mobile Locator
Organic Search
Syndication Listings
Claimed YahooListing
Claimed GoogleListing
Display Ads
AdWordsCampaign
The 6 Pillars of Brand Score
@ManishW2GI #knowyourscore
The Client: Alfred Angelo
►Retail bridal shop with 60+ locations across the US►Serves hundreds of customers daily ►Depends on maintaining strong relationships with these local customers who
invest in bridalwear►Has a competitor with 300+ locations►Looking for a way to gain local competitive intelligence while servicing
customers.
@ManishW2GI #knowyourscore
The Challenge/ Opportunity
►CHALLENGE- Creating a campaign in the context of:• Expanding number of locations with no solid hold on its location data for all of its
locations• Online reviews growing at a quick rate, and unable to monitor these reviews at scale.
►OPPORTUNITY- Creating a campaign for:• Enhance the customer experience both online and offline• Encourage and incentivize employees within individual locations• Allowing brand managers to monitor the stream of incoming reviews
@ManishW2GI #knowyourscore
The Solution
►We gave Alfred Angelo a step by step method to cleanse and ensure data quality/incoming reviews for all locations
►Qualitatively-Brandify gave the Alfred Angelo an understanding of underlying reasons of customer sentiment
► Quantitatively- Brandify helped Alfred Angelo digest this information by structuring the location data sets to be understood at both a national and individual location level.
► After providing these insights, Brandify gave Alfred Angelo competitive insight across The Six Pillars
@ManishW2GI #knowyourscore
Store Locators
►Mobile traffic has reached parity with Desktop
Local Pages►Strong performance with non-
branded searches• 7 of top 10 searches are non-branded
►Average position of 3.0 in Google search results.
►60% Mobile, 30% Desktop, 10% Tablet
►75% of traffic coming from Google►Yellowbook providing 4,686 inbound
links• These URLs are fed to Yellowbook via
Syndication• Strong organic ranking signal
Query Impressionswedding dresses 70,559alfred angelo 66,602alfred angelo bridal 12,198wedding dress 8,897bridal gowns 7,950wedding gowns 7,185bridal dresses 2,511wedding 2,447
alfred angelo locations 1,975
wedding dresses san diego 1,851
alfred angelo san antonio 1,667
alfred angelo bridesmaid 1,582
wedding dresses indianapolis 1,574bridal shops 1,341
wedding dresses miami 1,183
wedding dresses las vegas 1,170angelo 1,059
alfred angelo las vegas 1,046
bridal shops buffalo ny 1,035
Yelp – Profile Views
Trends:1. 276% Increase over
2013 levels2. 59% Mobile traffic
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Yelp Location Profile Views
Profile Views 2013 Profile Views 2014
Brand Score – Listing Management
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Jul Aug Sep Oct Nov Dec Jan Feb
Data Quality Score
Brand Score – Reviews
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Jul Aug Sep Oct Nov Dec Jan Feb
Review Score
Yelp Reviews
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Yelp Review Count
Place Ratings on Google & Yelp
2.65
2.70
2.75
2.80
2.85
2.90
2.95
3.00
3.05
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3.15
Jul Aug Sep Oct Nov Dec Jan Feb
Place Ratings on Google & Yelp
Average Yelp Rating Average Google Rating
Facebook Likes
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Facebook Pages - Like Count
Brand Score – Engagement
10.0
10.5
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Jul Aug Sep Oct Nov Dec Jan Feb
Engagement Score
The Results (Quantitative)
► Overall Increase as a result of data cleansing
► More proliferation to relevant listings and directories
► Basis for getting found
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Data Quality Score
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Jul Aug Sep Oct Nov Dec Jan Feb
Engagement Score
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Jul Aug Sep Oct Nov Dec Jan Feb
Yelp Review Count
►Steep increase after peakseason
►More engaged customers to begin Q1 with
►Engagement as a result of visibility on review directories
►Month over month increase of review count
►Increased review count helped organic SERP rankings
►Contributed to repeating campaign on Google+
@ManishW2GI #knowyourscore
ROI
• Conversion rate indicates estimated portion of actions that result in appointments.• Per appointment value = $700.
Action Count Est. Conversion Rate* Est. Sales Notes
Business LocatorStore Info / Directions sent via
text or email1,361 25% $238,000 E-mails & SMS sent
YelpMobile Phone Calls
2,583 50% $903,700 Strong indicator of interest
GoogleVarious actions on listing
TBA Initiating project 2015
SocialFacebook and Foursquare
587 25% $102,200 Increase in check-ins/likes over previous monthly average
TOTAL 6,610 $1,029,700
15% attribution to W2GI $154,455
@ManishW2GI #knowyourscore
The PlatformBrandify
Discover and Analyze: A Signal or Noise?
► Understanding the difference between a digital signals and noise• Gather relevant data
- Your brand/consumers- Competitors- Industry Influencers
@ManishW2GI #knowyourscore
Consumers Don’t Think Channels – Why Should you?
MEASURING YOUR LOCAL MARKETING PROGRESS
Building Blocks of Local Marke3ng Success
§ Construct the right founda@on for a sustainable ROI from your marke@ng campaign spend.
§ Where to go to assess your performance of the key building blocks
§ All free, some come with sales calls aKached ;)
Building Blocks of Local Performance
§ Presence – assess your quality § Claim your pages in all of the cri@cal places that
consumers might discover you § Keep your data consistent and up to date
§ Get the basics right: § Customer contact details & techniques § Answer: what you do, where you do it, when
you’re open, how to buy.
Do-‐it-‐yourself Presence Management Service
Building Blocks of Local Performance
Mobile Readiness Word-‐of-‐Mouth Performance
§ How do you look when you’re being comparison shopped?
§ Track and Compare on key WOM elements § Social Audience § Campaign Engagement § Customer Reviews § Inbound ChaKer
§ Do you look good to the mobile 50%
Building Blocks of Local Performance
§ The ideal @me to have/get a clean customer list. § Data-‐driven “marke@ng automa@on” delivers
highly measurable online-‐offline ROI, if you can connect customers to transac@ons.
§ Cull your customers into “best customer lists” to create high efficiency campaigns. § Tag for sub-‐lists: nearby, high spenders, regulars,
off-‐peak customers, nasty yelpers ;)
Do-‐it-‐yourself Do-‐it-‐for-‐me
Building Blocks of Local Performance
SEM Performance Facebook Advisor
§ Search marke@ng is s@ll #1 for connec@ng to shopping consumers. Grade your performance to op@mize your spend. § Google, Yelp, Bing all have tools
§ A new crop of FB campaign performance tools are forming that make it easier and more measurable.
FOR A COPY: [email protected] TWITTER: @PERRYEVANS