Category Archives: Conferences

Facebook’s Ted Zagat at Street Fight: 6 Key Trends in Local

Facebook has made huge strides in local the last couple of years, driving significant geotargeted mobile revenue and integrating efforts with hundreds of thousands of SMBs. Speaking at Street Fight Summit West in San Francisco today, Local Product Marketing Manager Ted Zagat said the company is building its local efforts base on six key trends.

The first is personalized marketing, which provides for targeted campaigns that are 91 percent accurate. The second trend is mobile, which accounts for 59 percent of Facebook revenue – up from zero just two years ago.

“Everything at Facebook is mobile first, with mobile engineers integrated in every product team so we can think consistently across every platform,” said Zagat. Twenty two percent of all mobile time spent is spent on Facebook and its sister company, Instagram,” he noted. “That’s bigger than all the others combined. It is mind boggling how fast it is happening and the broader implications for every business.”

The third trend is to follow local best practices, including use of analytics. Major advertisers have done very well with Facebook by posting rich photo posts, which provide an 8x median return on ad spend. Small local advertisers should “try to do exactly the same thing,” said Zagat. They need to move from physical engagement to reach,” he said, noting that the counter intuitive wisdom that clicks don’t matter; actions do.

“There is zero correlation between online clicks and ROI,” said Zagat, citing a Datalogix study showing that 89 percent of people who saw a Facebook ad and then bought aproduct in the store did not click on the ad. The fourth trend is Reputation, which to a small store, represents brand awareness. It is really important but progress still needs to be made in this area. “We haven’t figured this out,” said Zagat.

Trend 5 is to engage in light weight communication, such as mobile messaging. The U.S. is limited in its adoption of light weight services such as What’s App due to legacy pricing practices of the mobile carriers. But countries such as Spain and Brazil are showing the way. “Businesses frequently communicate with their customers via mobile messaging,” he said Trend 6 is location based marketing, which Facebook is leveraging via its “Nearby Friends” feature.

YP’s David Lebow at BIA/Kelsey: No More National Local Wall

The wall between national and local marketing is falling with tech-empowered consumers able to find their information wherever they want it, noted YP EVP David Lebow during a keynote at Leading in Local: The National Impact in Atlanta. “Traditional media companies are the only ones keeping up that wall.”

YP is very much a company in transition, like Gannett, Hearst and others, noted Lebow, a longtime media and online leader with recent stints at AOL and Internet Broadcasting. Like the others, YP’s real and clichéd task is “to grow the growing side of the business in excess of the declining side of the business. It never changes.”

“The question is: how can we be the Google of local search?” asks Lebow. “In order to do that, we need to innovate at the pace of the market.”

There is no question that YP should be pursuing local search. “We don’t want to be in directory. One is a $2.7 billion segment growing at 3 percent, while the other is a $29.8 billion segment growing at 7 percent,” said Lebow. But it is critical to attack the market in a broad way. YP shouldn’t be a content play within a vertical, like a Zillow or a WebMD, he said.

A core focus of the local search effort needs to be in SMB presence management. “Businesses really need to be found,” Lebow said. And that’s where the convergence of national local comes in. “The SMB says it needs leads and loyalty. National says it needs measurement, analytics and reporting. The needs of national and local businesses are coming into one.”

Living Social Looks Beyond Deals for its Brand Partners

“Deals are very, very powerful for many brands,” but the deals themselves only represent part of the overall opportunity that brands have in working with deals companies and their millions of local customers, said Living Social EVP of National Retail Mitch Spolan, who keynoted today during Leading in Local: The National Impact in Atlanta.

The operative question is how do you activate and bring to life a brand’s strength? asked Spolan. It doesn’t always include a deal. In many cases, email, Facebook and Twitter can target local customers with messages – in fact, Living Social regularly achieves 12 percent coverage in given markets using the wide range of social media and commerce tools at its disposal.

The company is mostly focused on providing an “integrated experience” that tie brands to Living Social customers. For instance, Living Social provides local specific experiences as part of its brand promotion deal with Miller Coors’ Redd Apple Ale – and “Miller Coors is not selling its products on Living Social,” said Spolan. Consumers are also not going to be buying a Hyundai Santa Fe on Living Social – but Hyndair finds real value in working with Living Social.

Living Social “experiences” that are sponsored by brands include a kayaking adventure in Denver, a pirate cruise in San Francisco, a Blues and BBQ part in Atlanta; urban biking in Philadelphia and emerging artist festivals in Washington DC.

The company’s base of customers are often larger than brands can achieve on their own, added Spolan. A campaign with a restaurant chain such as Outback will be marketed to larger group than Outback would otherwise have. If brands do want to do a deal or sell an item , however. The volume is potentially huge – or in Living Social parlance, a “Stampede.” Bed Bath & Beyond, for instance, recently sold 378,000 vouchers for an in-store deal.

Wanderful Media at LSA: Ben Smith on its $14.5 Million Raise, Facebook

Wanderful Media, which has been tasked by the newspaper industry to remake the circular industry in the mobile social era, has raised a new round of $14.5 Million. Altogether, the company has raised $50.5 Million since its September 2012 launch.

The company is primarily known for Find&Save, which relaunched one year ago. It now serves 500 affiliate sites, including all Top 50 DMAs. Find&Save provides geo-targeted distribution of offers for 375 retailers and 150,000 retail locations. While iPhone and iPad apps have been Find&Save’s initial focus, an Android version was launched today.

Speaking at the Local Search Association meeting today in Huntington Beach, CA, CEO Ben Smith said the company is set to put the new money to work. Upwards of $10 million will be committed to app distribution and “making sure people are installing our apps,” he said.

“It’s much like managing your SEO – it’s not trivial and requires significant investment,” said Smith. He added that mobile customers typically only use 10 apps on a frequent basis. “The better way to approach mobile is to consider geo/location data as a way to augment and craft customized marketing messages,” he said.

Facebook integration is also key to “tying it all together,” added Smith. “We get the geo/location data from the mobile app – but Facebook provides the demographic context required to make the data acquired by Wanderful actionable.”

Hot Adds for Atlanta: Yelp, Twitter, ESPN, Angie’s List

Have you made up your mind to join hundreds of your colleagues at Leading in Local: The National Impact in Atlanta May 7-9? We’re deeply excited about the event and its unique focus on leveraging the franchises, multi location outlets and brands that are investing heavily in local.

Just added: A great Buy Side/ Sell Side session with U-Haul’s Elnora Cunningham and Yelp’s Pete Hancock. That’s kicking off Day 3 in grand style.

We’ve also announced the full lineup for our Local Retail session. Joining keynoter Mark Marinacci from Gannett/G/O Digital are Twitter’s Nick Guerriero, General Mills’ Brian Kittelson, Novus’ Dave Murphy, AOL’s John Gregory and Booz’s Naseem Sayani.

Also announced: the lineup for our National Vertical session with Angie’s List’s Kevin Vanes; ESPN Local’s JonPaul Rexing, New Point Media Group’s Scott Dixon and Dominion Digital Media’s Bruce Budkofsky.

Also just announced: the eight finalists for the GoLocal Awards, who will be joined on stage by our judging team, including a great group of industry experts.

All these additions make up part of our 60 speaker lineup – the biggest group we may have ever had on stage. Register.

A Look at the GOLOCAL Finalists: The Best in National Local

The Finalists for BIA/Kelsey’s GOLOCAL Awards have been announced. The winner of the final stage will be announced at LEADING IN LOCAL: The National Impact during a special session on May 8 highlighting finalists.(The conference runs May 7-9 and takes place in Atlanta).

The Awards were the result of a brainstorm with our friends at Balihoo, who agreed to sponsor them. We wanted to showcase the Best in Local online and mobile campaigns by national and regional players in the U.S. and Canada . The results are totally objective – we recruited an ace group of independent “national local” experts. The judges include Dave Walker, Rhonda Hills, Kerry Hatch, Brian Costello, Matt Booth and Tom Bates.

In the end, we had 36 finalists. The quality was phenomenal from everyone. It ended up being quite a learning experience.

The Finalists (in alpha):

1. Eventful/Fox Broadcasting: Fox worked with Eventful to run an integrated digital marketing campaign for Sleepy Hollow fans. It got 30,000+ fans in 2,972 cities to participate (and 1.04 million trailer views).
2. Eyeview/Lowe’s : Lowe’s developed a campaign to target local consumers via Big Data and geotargeted videos that customized pricing and product information from its closest stores.
3. Placeable/AAA Carolinas: AAA Carolinas launched a flexible, scaleable solution to manage and normalize location data and deploy it across its own website, search engines and social nets.
4. Tribune Broadcasting/Walmart. To promote Walmart’s last-minute holiday gift alerts, Tribune replicated the look and feel of a a TV “live shot” news report, customizing it for specific DMAs.
5. Vicinity: One of Canada’s fastest growing loyalty networks ran a digital and print campaign across a variety of targeted channels products over 136 businesses and 25,000+ new cardholders.
6. YP/Quiznos: Quiznos used mobile ads in three markets to target their competitors’ customers, boosting sales 6 percent over national average.
7. YP: YP created a bundled package for advertisers consisting of search, online listings management and mobile display. The program drove $1.2 million YP revenues and reduced lead costs for its advertisers.
8. xAd/Situation Interactive/MAMMA MIA: MAMMA MIA targeted New York tourists and area residents at key points of interest. The effort matched place-based targeting with real-world mobile behavioral data.

Street Fight’s Local Data Summit: The Impact of Data on Local

The impact of data on local marketing was Topic #1 during Street Fight’s Local Data Summit today in Denver. Speakers addressed the wide range of data issues that have begun to enhance local marketing and shift local marketing – and even diminish the spending and influence of marketing.

Mobile is the real driver of the new environment. The new era of big data is largely spurred by the technology in the phone, especially radios, said Qualcomm’s Aidoo Osei. In the near future, it will be further driven by sensors in stores , such as Apple’s iBeacon. The combination of in phone tech and in store sensors will create a “continuous user experience,” added Intel’s Greg Turetsky.

Turetsky said the data environment will be greatly impacted by the growing role of indoor intelligence, such as the sensors, which can react to consumers as they walk by with personalized promotions. Just last week, indoor got a huge boost when the FCC mandated that the e911 system should be upgraded to include indoor as well as outdoor. Commercial applications for indoor sensors should follow, he said.

But technologists can’t get too far ahead of themselves. Even at the Local Data Summit…not a single member of the audience said they had yet used iBeacon.

Other views focused on the nascent efforts to leverage location. Major progress has been made since some of the technology began rolling out in 2012, said Placed’s David Shim. It used to be entirely experimental, said Shim. But now brands are coming in with predefined problems. “They ask: can you solve the problem for me?”

Many data issues directly relate to mobile marketing – especially in terms of audience measurement. It used to be all about projecting audiences based on panels, said PlaceIQ’s Drew Breunig. But now—thanks to the influx of mobile users – “ we have populations. And we have the computing resources to deal with the data coming off the populations.” Breunig noted the new environment is enormously richer to today’s focus on geofencing, which tends to underdeliver.