30 Things U Need 2 Know When Selling Social & Mobile

Presented byNancy Lane, President, Local Media Association

Shannon Kinney, Client Success Officer, Dream Local Digital

September 11, 2014

Mobile is Going to Be HUGE

• Mobile will be a $72 billion business at maturity; it’s $5-7B right now (Greg Stuart/Mobile Marketing Association)

• By comparison, newspapers were at $50 billion at their peak

• Local media companies must develop strategies now

Mobile Stats Off the Charts

• The average person looks at their phone 150 times/day (Greg Stuart/Mobile Marketing Association)

• Average teenager sends 3,300 text messages/month (Greg Stuart/Mobile Marketing Association)

Location-Based Marketing – Make This A Priority

• 70% of consumers will share their location info if they get something of value in return such as coupons, rewards, etc. (Thrive Analytics)

• If you don’t pay attention to location in mobile, you will get passed by (Luke Edson/YP)

• Geo-conquesting is a new opportunity for mobile targeting. It’s when a perimeter is set around a competitor's location. Ads are served only 2 mobile users in that area. (Thrive Analytics)

Mobile Stats Off the Charts

• The

Cox Media ER Example

• The

Recommendation: Start Selling Location-Based Mobile Ad Campaigns

Mobile Search is Undersold

• Search is moving to mobile in a huge way; and mobile searches result in more sales & calls to action. Digital agencies need to sell more mobile search campaigns to ensure best results for clients.

• Restaurants represent the biggest mobile search category followed by retail and local service industries (Luke Edson/YP)

The Jury is Out on Apps

• ESPN shut down more than 40 mobile apps to focus on getting it right. Good decision? They jumped from 1 million downloads to 55 million. They are betting on scale. (JonPaul Rexing/ESPN)

• Our recommendation to local media companies: focus on one-two really great apps for your market. Don’t go ‘app-crazy’!

Service Categories – Huge Oppty 4 Digital Agency Services

• Service providers need our help more than any other category: 9 out of 10 plumbers/electricians/HVAC/etc. have no social presence; well over half of them don’t have a website and of those that do, 8 out of 10 have no search engine visibility. (Neal Polachek)

• Recommendation: sell packages to these targets using an inside sales team at price points of $300/month or less (annual contracts required).

Service Categories – Need Help w/ Web Presence; Social; Mobile

Healthcare – Huge Opportunity Area 4 Social Media

• Only 26% of hospitals & healthcare organizations are employing social media in their marketing plans. Huge opportunity! (Matt Baldwin/Borrell)

• Assign a specialist on your team to handle healthcare; they should become a subject matter expert. Hospitals/healthcare organizations have large budgets.

Facebook Rules When it Comes 2 Social Media

• 152M using Facebook every day in the U.S. & Canada; 127 M are accessing it via a mobile device (Ted Zagat/Facebook)

• 22% of all time spent on mobile is spent on Facebook and Instagram. Wow! (Ted Zagat/Facebook)

• 1.5 million SMBs are advertising on Facebook on a monthly basis; 30 million have Facebook pages (Ted Zagat/Facebook)

• All of ESPN’s events are hosted on Facebook instead of their own site (including info on event/registration/etc.) – as a result their attendance has been much higher (JonPaul Rexing/ESPN)

ESPN – All Events Go Thru FB

Fantasy Football Event Example

Facebook Recommendations

• Digital agencies: clients must have a good presence on FB; they need our help!

• Media companies need to effectively use this platform in more engaging ways

• Consider managing your events through FB (if a big brand like ESPN is doing it w/ better results than their own sites, that speaks volumes!)

Maximizing Social Media Results

• Photos and videos give your social posts a 60% lift (Shannon Kinney/Dream Local Digital)

• Content that is different and quirky gets noticed on social; you need to get creative if you want to go beyond likes! (Shannon Kinney/Dream Local Digital)

• Clicks don’t matter; if that’s what you are measuring you are not serving your client’s best interest (Ted Zagat/Facebook)

What 2 Know Re: Instagram

• Instagram has over 60 million photos uploaded every day (PJ MacGregor/Instagram)

• Exclusive content on Instagram matters/consumers expect to see something different. Huge opportunity for SMBs and media companies to engage with their communities. (PJ MacGregor/Instagram)

• Digital agencies should incorporate Instagram into their social media offerings; media companies should also be using this platform in a big way

What 2 Know re: Pinterest

• Pinterest has 60 million users; 75% access the site via a mobile device; 70% of users are women but male audience is growing (Joel Meek/Pinterest)

• Pinterest has launched an ad beta program. Want to participate? Go to ads.pinterest.com to sign up. (Joel Meek/Pinterest)

• Working with SMBs on their Pinterest strategy? Inspiring pinning directly from their website is critical to success. Also be sure to use Pinterest analytics to measure results. (Joel Meek/Pinterest)

LinkedIn- 2 Recommendations

• Thought-leader status w/ LinkedIn’s publisher tool – coming soon for all LI users!

• Sales Navigator – new prospecting tool from LinkedIn – will shift sales from cold calls to social selling. To build relationships today, you need to be focused, informed and trusted. (Lutz Finger/LinkedIn)

LinkedIn Publisher Tool

Goodbye Cold Calling…Hello Social Selling

Nancy’s Top Recommendations

1. Start selling location-based mobile advertising – highly targeted, great results for your clients

2. Develop specific business plans for service categories and healthcare

3. Tap the power of LinkedIn for lead generation and to develop thought-

leader status4. Develop a separate business plan for social; lead agency calls w/ social offerings

Shannon’s Top Recommendations1. Publishers no longer have the luxury of not

recognizing the power of social and mobile platforms for their businesses OR their advertisers. Don’t be left behind

2. Strong partnerships on the digital agency side can lead to real business transformation

3. Many challenges Publishers face are more about sales training, skills development and proper prioritization and incentives vs. technology

4. Adoption and prioritization must come from the top-down, empower middle managers to execute

5. Invest in lead generation

Questions?

Nancy Lanenancy.lane@localmedia.org@localmediarocks(843) 390-1531

Shannon Kinneyshannon@dreamlocal.com@shannonkin(207) 593-7665