Integrated Digital Marketing for Franchise Systems

INTEGRATED DIGITAL MARKETING FOR

FRANCHISE SYSTEMS IN 2013

- and-

#FranchiseDigital @Location3


TODAY’S PRESENTERS

Ty Schlegel – Google Partner Trainer Responsible for the education of Google's product, sales, and strategy to the North America Premier SMB partners.

Anne Baum – Location3 Media Account Director Responsible for providing strategic direction in paid search marketing and local business listings management for franchise and multi-unit businesses.

LOCATION3 MEDIA

Founded in 1999 and located in the heart of Denver, Location3 is a full service

digital marketing partner with a staff of 80 full-time employees who service

global, national and local brands and manage over 100,000 franchise and multi-

unit business locations.

More than half of our client base has worked with us for at least three years, as

we improve the findability and performance of every client with whom we

partner.

Industry Recognition

Inc. 5000 Top Company (2007, 2008, 2009, 2010, 2011)

DMA International ECHO Award Winner (2007, 2008, 2010)

Search Engine Strategies Award Winner (2008)

American Marketing Association Peak Award Winner (2007, 2008, 2009, 2010)

Telly Award Winner (2011)

Top 50 Colorado Companies To Watch (2010)

FINDABILITY EXPERTS

1 of only 19 agencies in the U.S. awarded both Google Analytics and Website Optimizer/Content Experiments certifications

1 of only 9 agencies in the U.S. awarded Microsoft AdExcellence “Preferred Agency” status

1 of only 24 agencies in the U.S. designated as a certified Google Tag Manager Partner

1 of only 16 agencies** worldwide awarded Google AdWords Premier SMB Partner status

**Certifications as of November 1, 2012 **This certification is held by Local Search Traffic (LST), a division of Location3 Media. #FranchiseDigital @Location3

THE ONLINE MEDIA LANDSCAPE RESEARCH & TRENDS


One of the Most Popular Online Activities

1B+ More than a billion searches a day worldwide – more than half come from outside of the US

18.2B In December 2011, 18.2 billion searches were conducted in the US alone – 2 in 3 on Google


Google has Majority Search Share Globally


People are constantly looking for new information online

There are billions of searches each day on Google. 16% of the searches we see are new.


And they are looking every day…

PEW [D680] eMarketer, July 2011


All day and across all devices…

Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.


Shopping starts online

Customers rely on online sources for local

information

Online shopping continues in store

94% of consumers research products online before buying

75% search before or during a shopping trip

Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, 2010 Deloitte LLP Survey

97% use online media when researching products or

services locally


While total ad spend is expected to increase 25% from 2008 to 2013, the Internet’s share of ad spend will increase by more than 50%

Source: Jupiter, “U.S. Online Advertising Forecast, 2008 to 2013,” June 2008.






YoY Search Metrics Summary For Hospitality




INTEGRATED DIGITAL PROGRAMS OPPORTUNITIES & EXAMPLES



Search, Display & Social Media

Consumer-directed vs. Brand-directed

Leverages the transparency of the market

Fluid vs. linear

Guidance from multiple sources

Input and validation from social graph

Predisposed before ever engaging a salesperson

TODAY’S PATH TO PURCHASE

THE BRAND OPPORTUNITY: Utilize content and calls to action to proactively inform, support and shape the buyer’s journey.


Input

Brands

Intent Communities

Retail

Discovery

Friends Content

Validation

Authorities

Decision

Interest

Research

Content

Content

Content

Content

Content

The Buyer’s Journey: A consumer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.


Managing the path to purchase for franchise systems requires a combined effort between franchisors and

franchisees.


Franchise Impact. Brand Intact.


MANAGING THE LOCAL PATH TO PURCHASE

BRAND / FRANCHISOR • Provide store locations with marketing plan and approved branding collateral for individual use

• Provide franchisees with seasonal content calendar

• Manage local listings by centralizing at corporate to ensure consistency and accuracy of data

• Provide franchisees a website framework and CMS that allows for localized custom content

• Develop a centralized social media strategy that ensures a consistent brand voice, and is supported by store-level voice

• Provide incentives to franchisees to manage their own paid search campaigns on a location-by-location basis

FRANCHISEES / STORE OWNERS • Manage local paid search programs that target local customers using keywords and ad copy specific to individual stores

• Update local landing pages to add to new products or services at the store level using access to CMS provided by corporate system

• Engage customers on local social media channels while adhering to brand guidelines and corporate policies set forth in advance

• Use social media as an extension of community-facing initiatives and efforts to further engage customers


LOCAL STORE DIGITAL MARKETING

•Optimized local store pages and content help your local businesses achieve maximum organic ranking

•Listen, Respond, Promote. Engage your local customers with local content and with a local voice

•Geo-modified PPC campaigns ensure your local businesses are found in local search results

•Online venue management and data integrity is the foundation of your local digital presence

Local Listings

Management

Local Paid Search

Local SEO

Local Social Media


ACCURACY AND POSITION THE KEYS TO CONVERTING LOCAL CUSTOMERS


DATA MANAGED BY CORPORATE OR PARTNER

DATA INTEGRITY AND ACCURACY

LISTING ACCURACY AND TOP POSITION



THE ANATOMY OF A LOCAL SEARCH

Paid

Maps

Organic #FranchiseDigital @Location3

75% of searchers never scroll past the first page of results Listings in the top position on page one for search results receive 42% of all click-thru traffic. Paid search ads provide 50% incremental clicks even when a business ranks #1 for a keyword in organic search results

THE IMPORTANCE OF PAGE 1 POSITION

Source: http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/ , http://googleresearch.blogspot.com/2012/03/impact-of-organic-ranking-on-ad-click.html

Paid

Organic


THE ANATOMY OF A LOCAL LISTING WHAT IT SHOULDN’T LOOK LIKE


THE ANATOMY OF A LOCAL LISTING

NAP Keywords

Local Content

Rating

Reviews

Branding

Social


LOCAL SEARCHES CONTINUE TO GROW

1 in 5 desktop searches are local

1 in 3 mobile searches

are local

Source: Google Internal data, 2011.



Our time online is spread between 4 primary media devices

Avg. time spent per interaction 43 39

30 17

Smartphone

Tablet

PC/Laptop

Television

Minutes

Minutes

Minutes

Minutes

Base: All Interactions (15738). Q. How long did you do this activity?


Sequential screening is common & mostly completed within a day

Use multiple screens sequentially to accomplish a task over time

90%

98% move between devices that same day

Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device? #FranchiseDigital @Location3

Consumers rely on search to move between devices

63%

Browsing The internet

Shopping Online

Searching for info

Watching an Online Video

Search again on the second device

Directly navigating to the destination site

Via email / sending a link to myself

61% 51% 43%

52% 58% 48% 43%

49% 45% 31% 30%

Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this. #FranchiseDigital @Location3




89% OF CONSUMERS USE A SMARTPHONE EVERYDAY YET 79% OF BRANDS DO NOT HAVE A MOBILE WEBSITE

How does the mobile search mindset differ from that of a desktop search

mindset?

• Less information, less time

• Searching for very specific information (e.g. location, price, coupon)

• Desire tailored, local content

• With the growth of Voice Search technology, not all mobile users are

searching with keywords

The results of Location3 mobile websites for our clients:

• 100% increase in time spent on our clients’ sites

• 50% reduction in bounce rate

• 100% increase in conversions from search campaigns

Source: Google/Ipsos 2011 Study; The Mobile Movement: Understanding Smartphone Users



INTEGRATED DIGITAL PROGRAMS PAID SEARCH & DISPLAY


TV Radio Print

Efficiency (Effectiveness/Budget)

Without Search With Search

+9%

+3%

+10%

Source: Flora Xmos Unilever Study (MetrixLab, March 2009)

Adding search to other media increases all media efficiency in impacting brand values.

Search Increases the Efficiency of TV, Print & Radio


Source: Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.

89% of consumers are looking for

products Online

93% of purchases are done

Offline

Search Drives Offline Conversions


Intent-based behavior

Specific answer to a specific problem, question or opportunity

Predictive modeling

Start with a broad set of ad groups and keywords

Consistently refine and optimize

Drive the highest level of conversions at the lowest cost

SEARCH PHILOSOPHY


We take an individually-tailored approach on a store by store level, while still ensuring best practices are met.

Placeholder

Program Implementation

Keywords: Keywords can be customized to individual locations to focus on specific products and services

Targeting: Geo-targeting to local buyers within an approved market

Budget Assessment: Impacts visibility and should be carefully determined up front

Ad Copy: Pre-qualifies traffic to the landing page

Landing Page: To enhance every step of the conversion path, you must consider the layout and design of the landing page.

Optimization: Continuous evaluation and optimization by experienced professionals to maximize ad spend

Reporting: On-demand reporting portal available with full transparency into KPI’s and ROI

CUSTOM CAMPAIGNS


MARKETING TERRITORY COMPLIANCE

Location-target your franchisees’ ads according to your marketing

territory requirements.

Using IP addresses, search engines can determine where searchers

are located and map this to provided specifications.

The result is that your franchisees comply with marketing

regulations and spend money on the searchers that matter.

S

E W

N


TOOLS FOR SUCCESS PPC CAMPAIGN PORTAL

Provide a self-serve solution for program participation. Budgets, keywords and ad copy are pre-approved by corporate. A centralized resource that relieves corporate of overwhelming franchisee management. Flexible payment options are available to accommodate any scenario.


Reporting suites take campaign data and turn it into easily-readable intelligence so franchisees can see how their campaigns are progressing. Interface cleanly features important campaign metrics. Franchisees are supported with helpful video-FAQs to better understand reporting.

TOOLS FOR SUCCESS PPC REPORTING SUITE


Enables franchisees to track PPC leads and listen to incoming calls from PPC campaigns, providing valuable insight on their

customer’s needs and their store’s service to support both marketing and training opportunities.

TOOLS FOR SUCCESS PPC CALL TRACKING PORTAL


INTEGRATING SEARCH AND DISPLAY FOR DATA-DRIVEN USER EXPERIENCES

The combination of Display and Search delivers: • 155% increase in search activity • Speeds Up the Purchase Funnel 5X • 27% of users perform a search query instead of

clicking on a banner

Sources: Yahoo Search and Display, Atlas Digital Marketing Insight, Specific Media #FranchiseDigital @Location3

Data drives Display

Display drives Awareness

Awareness drives Intent

Intent Drives Action

A catalytic impact on the purchase funnel

DISPLAY PHILOSOPHY


DISPLAY ADS DRIVE DIRECT ENGAGEMENT: THEY BOOST TRAFFIC, PROMPT SEARCHES AND INCREASE CLICKS ON YOUR LINKS

Users exposed to display ads are: Only 20% of conversions are the result of a click.

Source: Google 2012


Audience engagement

Interest category / similar users targeting

Intent interest, remarketing

Display + search

Social display

Contextual targeting

Display plays an important role at each phase of the purchase cycle

Customer purchase funnel

Loyalty

GDN features

Awareness

Interest

Consideration

Purchase


Awareness Intent

+ 55% + 8%

Vizu average (13.4%)

GDN average (14.4%)

GDN average (12.4%)

Vizu average (8.0%)

Direct response campaigns Brand campaigns

The typical remarketing account gets: • 52% higher click through rates • 51% higher conversion rates and • 28% lower CPA Compared to the rest of display2

The typical search + display campaign gets 22% greater conversions compared to search only campaigns1

Preliminary studies show that the GDN drives greater lift in brand metrics than market norms:3

TOOLS FOR SUCCESS – GOOGLE DISPLAY NETWORK

Source: 1. Iprospect & comScore real branding implications of digital media - august 2011. 2. Internal Google data. 3. Vizu brand lift norms, nov ‘11, compared to 7 “awareness” and 6 “intent” campaigns that

ran on the GDN.


INTEGRATED DIGITAL PROGRAMS SOCIAL / SEO / CONTENT / DESIGN


Source: http://www.digitalbuzzblog.com/wp-content/uploads/2013/01/social_media_infographic_2012-blog-full.png


For top sites, the badge accounts for 38% of followers

Links your site to your Google+ page, allowing for:

• +1’s from your page to appear in search

• People to follow your page directly from search

Grow your followers and connect your Google+ page to your site


Give your fans a Megaphone


Android Phone | BestBuy.com www.bestbuy.com

Save Instantly On Android With No Mail Rebates at BestBuy!

Kari Clark, Christian Oestlien, Chris Vennard and150 other people +1’d this page

Google +1’s

• Your brand message

• Your fans’ recommendations at the right time & place


+1’s increase your

performance

5–10% average increase in CTR on search ads


SEARCH ENGINE OPTIMIZATION

Website Optimization

Content Development

Content Distribution

Keywords Title tags URLs META data Images Text Headers Internal linking

Blog Product/Service/Category Sub-pages

Resource Section New Sections

Infographics, Video, Posts

Brand Website Brand Social Media Assets Press Release Optimization

Directory Submissions Link-building

Blogger/Influencer Outreach Guest Blog Posts

Social Syndication

Online distribution and engagement of unique, fresh and relevant content can influence over 50% of SERP’s

organic ranking factors

Onsite keyword structure can influence over 25% of SERP’s organic ranking factors


AS THE WORLDS OF DESIGN, CONTENT AND SEO COLLIDE, FINDABILITY REQUIRES A CHOREOGRAPHED EFFORT.

And enhanced performance requires design

to not only be user-centric, but to be

optimized for multi-channel engagement.


UNIQUE LOCAL PAGES

http://www.homedepot.com/StoreFinder/index.jsp#zip=80223 http://www.publicstorage.com/locations/Colorado-storage/Denver-CO-storage/1019-80205-2011-storage.aspx



BRAND SITE FRAMEWORK

Corporate can enhance franchisee marketing

efforts by laying out a design framework that

protects the brand’s image while still

allowing for a Content Management System

that individual locations can use with

provided access to customize the following:

• Local landing pages within the site

• Product listings and updates

• Images and videos

• Custom content by location

There are two primary reasons…

1. Properly-formatted content is the substance that search

engines crave when crawling your site. It helps engines

match up searchers’ needs – expressed via queries – to

relevant websites.

2. Content provides a natural way for your site to organically

generate back links. This metric still remains an important

factor in Google’s algorithm that impacts ranking. As more

people link to your content, the better your site should rank.

WHY IS CONTENT IMPORTANT TO SEARCH ENGINES?


Content marketing is educating and inspiring people enough to do business with you.

Nothing that comes out of the mouth of a brand or any other institution has remotely the

influence of what comes from the mouths of 7 billion bystanders freely trading opinions online.

Content = YOUTILITY

Source: Jay Baer, Convince and Convert

Sell something and you make a customer today. Help someone and you make a customer for life. @jaybaer

LOOKING FORWARD IN 2013 NEW GOOGLE PRODUCTS & FRANCHISE EVENTS


Location Targeting and Extensions

Airport Targeting a new way to reach travelers on the go Location extensions and sitelinks show together

Larger, more useful maps


Calls Innovations

Click-to-call Button

Expanding Availability of Google call forwarding numbers

Call Extensions for in-app ads


Universal Analytics - BETA New tools offered by Universal Analytics via the new Measurement Protocol can help you measure how people actually become and remain loyal customers.

Consumers use multiple devices – seamlessly send your own data about your customers and business to your Analytics account

The world is mobile– mobile app analytics has been delivering great results for clients – Universal Analytics now enables you to measure your marketing more holistically

Cross-channel measurement is essential – Cross-channel information is more important and more diverse than ever before. Universal analytics lets you sync your own data from across various marketing channels

Your business is unique – use Universal Analytics to integrate your own data and customize the metrics that matter to you – beyond website visits



THANK YOU!

Ty Schlegel – Google Partner Trainer

[email protected]

Anne Baum – Location3 Media Account Director

[email protected]

Business

Integrated Digital Marketing for Franchise Systems