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Hyperlocal -- the power tool of online marketing
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Hyper-local Marketingby Geoff Samek
Founder, The Sacramento Press
•Use #BOLO2010 hashtag
•Follow me on Twitter @gsamek
what I’m not talking about . . .
Google AdSense
AOL
national networks
targeting by zip code
what I’m talking about
hyper-local online efforts
grass-roots
usually small staff
community focused
digital native
this is a diverse group
blogs
forums
custom platforms
varied business models
examples
Geoff• ranchocordovapost.c
om
• custom wordpress
• audience > community newspaper
• reports on neighborhood news where he lives
The Rancho Cordova Post
Kristy• cakegrrl.com
• uses blogger
•writes about local food issues
• small, loyal audience
• catering business
John•MyFolsom.com and
Tomato Pages Network
• proprietary forums
• been around for a long time
• communities of trust
• lots of pageviews
MyFolsom.com
Reynolds Journalism Institute
Survey
19 top hyper-local sites
top journalism school study
better than TV/newspapers
> trust and satisfaction
bottom line
connect deeply
authentic voices
loyal, local audiences
much like the arts and crafts movement
handcrafted
why should we care?
reach tastemakers
we call them mavens or hubs
audience have great multiplier
effects on -
social media
word of mouth - in real life!
challenges
solutions
get used to small buys < $300
invite many locals in for one meeting and
make negotiate a clustered buy
diverse and weak reporting methods
ask for screen shots
use compete and quantcast
serve ads through your own ad server
and ad tags for consistent reporting
non-standard ad sizes
educate publishers on the importance of certain ad sizes
not usually sold by CPM or CPC
the publisher sees this as a
relationship not a transaction, so . . .
huge opportunities
willing to go the extra mile
meeting face to face with your
clients
advertorials and special requests
welcome
often willing to trade
ask for mentions on twitter and
round out your portfolio with unique opportunities other
agencies can’t access
how do I find these hyper-locals?
placeblogger.com
write it down!placeblogger.com
kcnn.com
so this is kinda difficult to pull off
right now
trends are helping out
trend #1Patch
hyper-local owned by AOL
solves many mechanical issues
- reporting, ad sizes, etc.
opened up about 500 sites by now
trend #2ad networks
solves mechnical problems and have
huge reach
one point of contact
one point of contact
SLOANsacad.net
TBD
growthspur
projects starting in Chicago, New York and Philadelphia
if you work with one don’t forget to ask for the advertorials and
extras
speaking of Philly:Technically Philly
trend #3services not sites
growth in foursquare
gowalla
groupon
living social
these are not websites
they are services to users across many platforms
like iPhones
and computers
and tablets
advertising on them doesn’t work
but they offer marketing services
that DO
special offers
using the services for free works too -
like The Sacramento Kings
on L
rent a vacant retail space
hold events during festivals
people who check in on foursquare
get a prize
brings more people to the
brand
pull rather than push marketing
not advertising on a site but using
marketing services to reach locals
questions?#BOLO 2010
@gsamek