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Next up is the SoLoMo session.

Featuring the following speakers:
Bryson Meunier, Resolution Media @brysonmeunier
Matt Siltala, Dream Systems Media, @Matt_Siltala
Jed Williams, BIA/Kelsey, @williamsjed

We’re gonna discuss a lot of the primary issues of where Social Local and Mobile are colliding right now.

First up is Jed Williams of BIA/Kelsey. The Social-Local-Mobile Collision

Solomo is one of those cliche terms that you hear 100 times a day what does that mean and how is it taking shape for you?

Some SoLoMo stats:
~100m U.S. smartphone users
350M+ mobile facebook users
Twitter: 50% mobile usage

How does this translate into actual dollars?
The bottom line: 2011 = $137.2B in Local Advertising (BIA/Kelsey)

Mobile/Social /Local

Mobile – US Smartphone penetration
Smartphone penetration and OS Share
Q3 2011 US

Some statistics of specific types of mobile devices:

Feature phones 57%
Smartphones 43%
Apple IPhone (iOS) 28%
Android 43%
RIM Blackberry 18%
Windows Mobile 7%
Other 4%

Smartphone users and local search

37% Local searchers
63% Non local searchers

General Mobile consumer

75% Local Searchers
35% Non local searches

Google
20% of overall search volume is mobile
40% of mobile searches are local (20% on desktop)

One example: Yelp

Monthly Yelp mobile stats
4.5 million unique visitors
Every 30 seconds, a photo is uploaded from a yelp app
Every other second, a consumer generated directions or called a local business from a Yelp app
Over 1/3 of all searches on Yelp.com come from mobile

Mobile Ads: Smartphone users do more than just click – they engage

Locally-targeted mobile ads average CTR of 6.5% (xAD)
Compare with average online banner CTR (.1%) and average mobile banner CTR (.64%).

What type of information do consumers access?

Calls 62%
Maps & Directions 24%
Other 3%

Reviews & share 0.13%
More details 2.69%

High secondary Action Rate (SAR)

Every other second, a consumer generated directions or called a local business from a Yelp App.

Engagement levels
Local vs. National Ad Spend in Mobile

Nearly 70% of mobile advertising will be geo targeted/locally based,

Social Media ubiquity, by the numbers

Social networks & blogs account for nearly 25% of all time Americans spend online (22.5%)
U.S. Facebook users spend an average of 7 hours, 21 minutes each month on the site.
30 billion pieces of content are shared on Facebook each month.

Social Signals influence brand affinity & purchase intent

Facebook Social Commerce Stats: 52% say friend recommendation is the #1 influencer in trying a local business
Social sharing makes a purchase 3x more likely than e-mail
SocialCode: FB Fans are 291% more likely to engage with a brand than non-fans.

Local

Sharing location = value exchange

51% are willing to share their current location to receive more relevant advertising.
Sourced: JiWire Q3 2010

What location-based advertising most appeals to you?

Coupons for nearby stores
Closest Store location
Reviews on nearby retailers
Info on promotional deals/sales
Contact information

So I just got a whole data set we have social local mobile. Just because we have so lo mo does so+lo+mo equal something bigger than the individual data???

Check-ins 2.0 – A Means to a larger end.

Emerging Check-in themes: Automatic & implicit
Push Recommendations
Value Exchange: social + tangible rewards

Foursquare radar: The anti check-in

Not a “hindsight service”
Suggestions & tips driven by the social graph
Deeper integration of location deals (scoutmob)

Deals, offers, & loyalty – a clearer path to conversion

What locations – local or national?
How many should sell?
What days will it run?
How long will it run?
What market(s)?
What’s the deal?
Is this a franchise deal?
What are the business details?

Local response
Aggregates social activity (check-ins, photos, comments) around a local biz
Empowers business to connect, offer & reward influencers directly

Zaarly: “Collaborative Commerce”

Reverse eBay meets craig’s list for mobile
Real-time marketplace: Filtered leads, location, time, price
Coming Soon: Alerts for requests.

Next steps for SoLoMo –

Deeper mobile-social sharing “Where I am becomes what I’m doing, content I’m consuming.

Mobile deals: better personalization & targeting, performance models develop around yield management.

Emerging SoLoMo business models: monetizing merchant profiles & dashboards, services, deals management

Facebook credits enter new forms of social commerce (media first, tangible goods later)

——————————————————————
Next up is Bryson Meunier
SoLoMo Opportunties for Marketers

Solomo shouldn’t really be that intimidating it’s one of the same things that we’ve been dealing with for awhile.

What are the top mobile social networks?

1. Facebook is the top mobile social network at 350 million active users
2. Twitter – 92 million active users
3. Myspace 25 million active users
4. Moco space – 20 million active users
5. Foursquare – 10 million active users

Prioritize social network activity based on mobile interest and reach.

Mobile Volume of the following services include:

Facebook 285,000,000
Youtube 37,200,000
orkut 11,100,000
Myspace 24,900,000
Twitter 11,100,000
Mocospace – 7,480,000
linked in – 246,000
tumblr – 673,000
groupon – 165,000
digg – 90,500
foursquare – 246,000
stumbleupon – 27,100
google buzz – 33,100
[delicious] – 22,200
google latitude – 60,500
gowalla – 14,800
quora – 3,600

Nearly half of Facebook’s users are Mobile.

250% growth in mobile users in less than two years!

A good exercise for marketers to do is to figure out the digital day. IF we have someone we’re trying to market to we know where this particular person is. Understand consumer behavior on all platforms.

Data suggests 90% of journalists like Jennifer will seek blogs and social media outlets for ideation of a story.
Social media presence for Jennifer should include areas where she can digest info quickly (Twitter, social bookmark sites, etc.)
Dietitian Blogs should be employed for Dietitian POV’s to help rank in blog-search (Likely to be used to refine search for Jennifer)

Messaging to Mobile Users in Social Environments: Surveys

The company LeapFrog is a good example. They took the opportuntity to send a survey to people/mobile users on Facebook, so they can figure out the affinity between social mobile and local.

App introductions – If your audience is social, local, mobile you really want to target them with your app.

QR Codes/Coupons

QR Codes are really good for Facebook. You really want to give them coupon codes so they can go into the store and redeem the coupon code.l

Social Messaging to mobile users

Use a “Like Us” On Facebook decal
bit.ly/facebookdecal

Google Favorite Place Decals QR Codes – These have QR codes that you can scan for your local business.

Twitter and texting are twins separated at birth
Use closing follow message in text message campaigns like “Follow us on Twitter @ http://www.twitter.com/username”.

Check-ins

Edit a venue
Facebook
Foursquare
Google

Active management of these “edit-a-venue’s” increased check-ins by 302% in six months.

Foursquare specials
User discovers specials on mobile device
User spots Foursquare decal on venue door
User spots check in placard in business

The thing about SoLoMo is that it is difficult to track. Right now you have a lot of manual work you have to do and if you invest a lot of money you really want to track the ROI for this. There are now tools available for this, and one of these data tools is Kenshoo Check-ins Trend Reports.

Instant mobile deals

Are really something you should be taking advantage of if you have a local business, such as Groupon or livingsocial. These can help you with deals getting those through to consumers. You really need to create a type of urgency with mobile users and these types of services are perfect for it so you can take advantage of creating deals that expire in a day or other deals like this.

If you are going to do an instant mobile deal then let your users know immediately.

Coordinated effort in siloed marketing department.

SoLoMo is difficult – I’ve worked with large marketing companies where SoLoMo doesn’t reside in one place, they’re spread out between silos. They don’t talk with each other because each of them are separated from each other. If you want to really be successful in SoLoMo in 2012 you really have to have SoLoMo combined and use a dedicated resource to do this.

Summary

Facebook has more social local mobile impact than Foursquare.
Prioritize social network activity based on mobile interest and reach.
Understand consumer behavior on all platforms
Messaging to mobile users in Social environments, Surveys, app intros and QR Codes/coupons/deals.
Social messaging to mobile users.
Keep faceboook places and pages up to date with feed management.
Analyze check-ins to see how they correspond with branding and ad investment.
Reward brand enthusiasts with instant mobile deals.
Set aside portion of mobile, local, and social budget for SoLoMo experimentation.

———————————————————-

Matt Siltala is the next speaker, president of Dream Systems media.

We were talking about the engagement on Foursquare and being much different than Facebook. I’m not the best powerpoint presentation maker so bear with me.

So who uses the YellowPages? (very few hands raise up)

My presenation is based on TommyBoy so for those who haven’t seen it I’m sorry.

Everyone that has all those yellow pages on their doors like that you need a new map so here it is…

40% of Yelp’s traffic is from mobile devices.

This is a stat recently released. It’s huge. People are using, whether it’s Foursquare or Yelp or facebook or whatever it is people are using these devices for finding info and deals.

Danny Sullivan had tweeted something about eating lunch, checked in and saw nearby haircut special. Even in a small town it’s finally starting to come through people are using these programs people are starting to check in people are seeing this urgency. I use foursquare all the time. If you try to friend me though I won’t friend you. I don’t use it like that. You have to use foursquare differently in order to see a substantial return.

A 2011 study by the National Restaurant Association confirms that consumers who use social media, including apps, Twitter, Facebook, Foursquare, Urbanspoon and more, not only dine out more, but are more likely to become return customers. – ReadWriteWeb.

We’ve talked about different levels different peers. If you aren’t using these and you don’t have these deals setup then you’re missing out.

Average new customers gained online (per month tracked by secretary – 15 (for dentist)
Average new customers gained online (per month) tracked by secretary – 12 (for chiropractor)

Foursquare Yelp

Dentist averaged 10 New customers per month (total of 25 new customers a month added) – This can be directly attributed to Yelp.

Chriopractor added 8 New Customers per month (total of 20 new customers a month added).

If you’re not seeing results then you’re just not using it. Yelp is free it’s out there, you’re just not setting up your specials, your deals and getting people there.

You can use Foursquare as a customer acquisition tool.

You can use it as a customer retention tool.

Example – You can get a free bear claw with a check-in at Dunkin Donuts as an example campaign they might run.

95% of Facebook Wall Posts are not answered by brands (All Facebook). the point is for you to start looking at this as a monitoring tool.

Foursquare as a monitoring tool. So if you have an employee who hates his job as a manager you can probably find out from these statuses if he hates his job.

One of the big things we worry about is if someone is saying anything negative about you on there and you have to work a bit to help control this.

Matt sent a complaint in to a business and the manager emailed him back and offered him a free 40% card. Matt says: He didn’t ask me to remove my review. I went ahead and went back because I had a bad day, I updated the review with 4 stars and added more information. The point is you have to handle the situation correctly. There was an incident with a dentist who went after her patient that added a negative review on Yelp and everyone else started slamming that review page with negative reviews because that dentist didn’t handle the situation right. It’s all about handling the situation right.

Hmmm…(showing slide)…I live in an area where nothing is trending and I wanted to put up that slide because I got a good laugh out of that.

“RADAR” – It’s interesting the direction that Foursquare is going to gain

Foursquare in the physical world.

Have a physical call out: Foursquare Checki-in Here.

Have some engagement. You can use Twitter. Say you know that there’s a customer that’s always tweeting out their check-in and you haven’t seen them in awhile. Monitor them saying “Hope you come visit us sometime anyways! =)” Hey we haven’t seen them in awhile let’s give you 10% off if you come back in.

34% of marketsers have generated leads using Twitter, and 25% have closed deals using Twitter (AllTwitter).

What makes people retweet? 92% interesting content. 84% humor. 66% personal connection 21% celeb status, 32% offered incentive (tangible or virtual). 26% “Please RT!” – WhiteFireSEO

Create monetary incentive for check-in.

Use in tandem with main offers.
“Check-in” and order off the lunch or dinner menu- chicken wings included!

Create draw for groups.
25% off T-Bone steak from “your local butcher” if you bring a friend…oh wait…

Train your staff.

How many guys – how many of you have you gone to a place and shown them a device with foursquare and twitter on them and they had no idea what they were? Well be sure to tell them what they are. If you don’t train your staff, then you have lost you have to ensure that your staff knows about these tools (Yelp, FS, Twitter) and offers in order to get them through.

“Tips” – Foursquare’s version of ‘Reviews’.
Foursquare Tips
Reviews are huge for gaining new customers
Customers post activity to other Social Networks

HUGE!!!

…hint hint.

My best advice to you is when you get here, how to I get reviews? Well you are always giving receipts or asking for reviews when you’re done, well put a decal or logo on your invoice or review paper that sends them to Yelp or Foursquare to review your business and their experience. Make it EXTREMELY easy for them.

What about Divorce Attorneys?

You can claim your places and claim all your business listings and make sure that you have that group that makes people checking in all the time. Make sure all your stuff is right, make sure your right URL or phone number is right. The thing where foursquare is going to have people using it more is Foursquare Discovery. Local Businesses can start to put this foursquare save button (just released four days ago) on their website. when you do this, and you log in it will remind you that you added this to your saved button.

——— End Session ————

Well that’s it for today’s Social Local Mobile session! Stay tuned for more coverage of SMX Social Media 2011!!!