digital marketing: 4 trends from top franchises
DESCRIPTION
Learn about the top digital marketing trends that leading franchises are leveraging to grow their brand. You'll Learn how top franchises are using mobile, why search is moving from national to local, and what consumers expect in digital today.TRANSCRIPT
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Consumers are on mobile 24/7
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of adults say their mobile phones are within arms reach
Source: h-p://pewinternet.org/Commentary/2012/February/Pew-‐Internet-‐Mobile.aspx
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» Enhance your store's image in the community
» Increase customer loyalty » Grow store traffic, sales and
awareness
of consumers will wait only
seconds for a web page to load on their mobile device before abandoning the site
Source: h-p://www.whitepapersource.com/socialmedia2013/PDF/SMSS13_Greg_Hickman.pdf
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out of mobile searches Lead to acRon.
OVER HALF lead to purchase.
Source: h-p://www.motleycreaRons.com/blog.php
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Great locaRon finder, you can also order and pay for food through
app
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Starbucks
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• Mobile Brand of the Year 2012 • 1 billion in mobile payments in 2013
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Pearle Vision
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• Clean mobile opRmized site
• All informaRon quickly accessible
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How Do Top Franchises Dominate Mobile?
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• Apps • OpRmized Sites
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Search is moving from
national to local
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Source: Based on 20BN Desktop US Searches (May 2013, Comscore)
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Search Is Going Local Not National
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• 1 in 3 searches are for places or locaRons – This is expected to grow to 50% in 2014
Personalized Search
Search History
LocaRon
Social History
Source: h-p://blumenthals.com/blog/2012/11/13/ed-‐parsons-‐1-‐in-‐3-‐searches-‐at-‐google-‐are-‐local/
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Local Franchise Sites
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• Goal: Create very focused, simple, local sites
that drive lead genera4on or convert leads
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Lifetime Fitness
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How Do Top Franchises Rule Search Results?
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• Local Search • Local Sites
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Social media is getting bigger (and stronger)
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What To Use?
Source: h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf
Facebook is sRll #1
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Wendy’s
Single Facebook page with local & regional messaging
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Applebee’s
Very nice use of Parent/Child Facebook pages
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monthly acRve users…
Source: h-p://www.staRsRcbrain.com/facebook-‐staRsRcs/
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What to pay for?
h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf
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Meineke of Burnsville
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Timeline: Invoice Count Per Day
Soj Open 1/6
Facebook Campaign Starts 2/26
Facebook Campaign Ends 3/30
• Average number of daily invoices increased by 79.5% once the Facebook campaign started
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How Do Top Franchises Win at Social?
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• Pick the right social channels • Create a presence • Expand with ads
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Consumers expect real time response
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Customers are 22% more likely to consider a brand after experiencing real time marketing
Source: h-p://www.cmo.com/content/cmo-‐com/home/arRcles/2013/10/14/RealTimeMarkeRng_15Stats.html
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Almost 50% of engagement happens within the first 30 minutes 80% of engagement in the first 180 minutes
When People Interact with a Post on Facebook:
Source: h-p://www.socialbakers.com/blog/1662-‐facebook-‐real-‐Rme-‐markeRng-‐50-‐post-‐reach-‐happens-‐in-‐30min
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• 32% expect a response within 30 minutes • 42% expect a response within 60 minutes • 57% expect the same response Rme at night and on
weekends as during normal business hours Source: h-p://www.convinceandconvert.com/social-‐media-‐research/42-‐percent-‐of-‐consumers-‐complaining-‐in-‐social-‐media-‐expect-‐60-‐minute-‐response-‐Rme/
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Show your audience they can expect timely, relevant interactions with your brand
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• Pizza Hut teamed up with Foursquare for a Super Bowl real-‐Rme campaign
• By the end of the campaign 303,445 people had check in (people were checking in at the rate of 1,000 per minute when the campaign was running)
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Home Helpers
Home Helpers receives 60% of their leads through live chat
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Call Centers & Website Chat Features Can Increase Conversion by 36%
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Source: FranTech 2014 conference
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Learn from Top Franchises
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• Listen and respond well or don’t do it at all • Have a dedicated resource
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Get the Infographic!
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www.bluewaterbrand.com/digital
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Craig Boyte Director of 1:1 Digital Strategy
MaK* Wangsness Digital MarkeRng Manager
Thank you!
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Connect with Us!
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@BluewaterBrand
facebook.com/bluewaterbrand
Bluewater Inc.
bluewaterbrand.com/blog