The Hyperlocal Movement
making hyperlocal work for your brand
Sean 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
on the
planet have a mobile device
(from 1 in 10 in 2000)*
Mobile users will
desktop users within
Speed of change to a “mobility
lifestyle” is happening faster than
PC Web adoption.
5
location is the new keyword.
7
physical and virtual neighborhoods are merging
8
of retail sales
come from within a
drive of a store.
local pockets of opportunity in the
14-10-3 continuum
10
enhanced local profiles and real-time store results
11
11
12
12
connect media to store results
magic window
13
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
16
24 Hour Fitness’ social media strategy starts with
embracing the distributed web
WE NEED TO BE WHEN/WHERE THE CONVERSATION HAPPENS
17
24 Hour Fitness social media presence
1.
2.
3.
4.
1.
2.
3.
Over 130,000 fans
1.
4M+ post views/month
2.
Over 90,000 check-ins/month
Exclusive Fitness partner for check-in deals
420+ clubs listed
1.
Enhanced listings
First health & fitness company to offer
check-in deals
Over 17,000 followers
Actively engaged with customers
and prospects
Exclusive deals for check-ins and
club mayors
1.
2.
3.
1.
INCREASE SOCIAL MEDIA FOOTPRINT TO GENERATE
AWARENESS, AND ENCOURAGE IN-CLUB TRAFFIC
Over 2,000,000 content views
130+ videos developed
10% of content viewed on mobile
devices
Exclusive deals via email,
Facebook or Twitter feeds
24 Hour Fitness and Yelp advertising components
Check-in offers (mobile)
Basic and enhanced listings
with video club tour
Sales and special membership offers
Increased presence on Yelp mobile apps in 2010
Monthly Yelp mobile stats
The results
Yelp listings generate an average of
50K pageviews and 24% lead
conversion1
rate per month
Yelp mobile
generates 30%
additional traffic
Visibility on Yelp
grew 89% from
09/09 to 09/10
1conversions
from special offer links
24 Hour Fitness’ listings
were viewed
695,543 times in 2010
10,881 reviews have been
written for 24 Hour Fitness
Importance of mobile
FACEBOOK
100,000 check-ins/mth
YELP
8,500 check-ins/mth
FOURSQUARE
60,000 check-ins/mth
INCREASE SOCIAL EXPERIENCE TO SHARE, CONNECT, INTERACT
WITH MEMBERS AND NON-MEMBERS LOCALLY
Making HyperLocal Work
for Ameriprise Financial:
MORE WITHIN REACH®
March 7, 2011
Stuart Burkhoff
23
Ameriprise Financial:
Living La Vida LocaL!
24
Thinking Nationally – Acting Locally
• 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
25
Advisor Goal
Consumer
Stage
Making the Connection: Local Framework
Awareness Passive
Purchase
Consideration
Key:
Create Impression
Be Found
Educate
Traditional
Online
• Press
• Broadcast Media
• Print
Mediums
Awareness - Active
• Direct Mail
• Online Advertising
• Yellow Pages
• In office collateral
• Organic Search
• Full Profiles/Bios
• Paid Search
• Peer Reviews
• Directory/Review Sites
• Content Distribution
• Social Profiles
• Video
• Sync experiences
26
Transforming Online Impressions into Personal Expressions
• 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
27
27
Local Interactive Tool Kit
Directory & Local Sites
Events &
Seminars
Advisor Websites
Newsletters
Videos
Online Advertising - Display
Social Profiles
PR Bylines
Paid Search
SEO
28
28
Advisor Websites
Indexed Growth from Google Indexed Advisor Websites
2,500
2,000
1,500
3rd
1,000
500
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov Dec
29
29
Local Listings
30
30
Local Listings
Indexed Traffic Growth from 3rd Party Sources
Indexed Rankings Growth from all Advisor Listings
200
200
175
175
150
150
125
125
Party Traffic
3rd100
100
75
75
50
50
25
25
0
0
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
3
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
31
31
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
• stuart.r.burkhoff@ampf.com
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.