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The Truth: How the Social, Local, Mobile Web Affects Sales Online and Offline

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What your customers do online changes every day. Here's why and how to adapt your digital marketing strategy to your social, local, mobile customer.

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The Truth How the Social, Local, Mobile Web Affects Sales Online and Offline 1Monday, May 13, 13

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2 Based on a true story... 2Monday, May 13, 13

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3 The truth hurts 3Monday, May 13, 13

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4 4Monday, May 13, 13

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5 The truth will set you free 5Monday, May 13, 13

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“SoLoMo” 6 The Truth: Stupid, but useful word of the day... 6Monday, May 13, 13

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“SoLoMoPho” 7Or... 7Monday, May 13, 13

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Myth: Facebook is the world’s largest social network 8Monday, May 13, 13

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Bonus myth: Facebook is the world’s 3rd-largest country 9 Country Population China 1,354,040,000 India 1,210,193,422 Facebook 1,110,000,000 United States 315,822,000 Indonesia 237,641,326 Brazil 193,946,886 Source: Wikipedia 9Monday, May 13, 13

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Truth: At best, Facebook is a continent 10 Country Facebook users United States 168.8 million Brazil 64.6 million India 62.6 million Indonesia 51.4 million Mexico 40.2 million Rest of the world 491+ million Source: Socialbakers.com 10Monday, May 13, 13

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11 Roughly 1 billion users 11Monday, May 13, 13

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600 million mobile users 12Monday, May 13, 13

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13 300 million photos uploaded daily 13Monday, May 13, 13

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14 2.7 billion daily “Likes” 14Monday, May 13, 13

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Really? 15 Facebook isn’t the world’s largest social network? 15Monday, May 13, 13

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Truth: The Internet is the world’s largest social network 16Monday, May 13, 13

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30 hours of video uploaded Every minute on the Internet 17 100,000 tweets 204,000,000 emails Source: Intel 17Monday, May 13, 13

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A tangled web 18Monday, May 13, 13

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©  2013  -­‐  Tim  Peter  &  Associates 19Monday, May 13, 13

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Bonus truth: All marketing is social 20Monday, May 13, 13

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Importance of social ■ Over 2/3rds of US Internet users regularly use a social network ■ 83% of consumers say it is important to read user- generated content before making a decision about banking or other financial services ■ Visitors who read CPG reviews have a 6% higher AOV than visitors who don’t read reviews ■ 54% of business travelers made travel plans based on reviews 22 Source: Bazaarvoice 22Monday, May 13, 13

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©  2013  -­‐  Tim  Peter  &  Associates 24Monday, May 13, 13

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Are we asking the wrong question? 26Monday, May 13, 13

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30% 70% 3x ROI < 3x ROI Source: Facebook/Datalogix, February 2013 27 50% 50% 5x ROI < 5x ROI Facebook data match test 27Monday, May 13, 13

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30% 70% 3x ROI < 3x ROI Source: Facebook/Datalogix, February 2013 28 50% 50% 5x ROI < 5x ROI Facebook data match test Bonus truth: Facebook (and social) is like TV 28Monday, May 13, 13

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Myth: Mobile is a device 29Monday, May 13, 13

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Cost of Computing 30 Processor Memory Storage Screen resolution Movies Wifi Bluetooth Camera 2 GHz dual core 2 GB 120 GB 1024x768 Yes 802.11 a/b/g Optional (Extra cost) Optional (Extra cost) 30Monday, May 13, 13

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Cost of Computing 31 Processor Memory Storage Screen resolution Movies Wifi Bluetooth Camera Weight Battery life Cost 2 GHz dual core 2 GB 120 GB 1024x768 Yes 802.11 a/b/g Optional (Extra cost) Optional (Extra cost) 8.9 pounds 2.5 hours $1,100 ($3,000 with options) 31Monday, May 13, 13

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Cost of Computing 32 Processor Memory Storage Screen resolution Movies Wifi Bluetooth Camera Weight Battery life Cost 2 GHz dual core 1.5 GHz dual core 2 GB 2 GB 120 GB 32 GB + cloud 1024x768 1280x768 Yes Yes (internal or streaming) 802.11 a/b/g 802.11 a/b/g/n Optional (Extra cost) Yes Optional (Extra cost) 8 MP 8.9 pounds 0.3 pounds 2.5 hours 7.75 hours $1,100 ($3,000 with options) $ 649 ($99.99 w/ contract) 32Monday, May 13, 13

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Truth: Mobile is a situation 33Monday, May 13, 13

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0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Total Subscriptions - Q4 2011 Smartphone Mobile phone Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012 6.1 Billion 953 Million 35 35Monday, May 13, 13

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0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Total Subscriptions - Q4 2011 Smartphone Mobile phone Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012 6.1 Billion 953 Million X 36 36Monday, May 13, 13

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More people own mobile phones than own toothbrushes 37 37Monday, May 13, 13

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June, 2011: “The Special Rapporteur [of the United Nations] considers cutting off users from internet access, regardless of the justification provided... to be... a violation of article 19, paragraph 3, of the International Covenant on Civil and Political Rights.” ©  2013  -­‐  Tim  Peter  &  Associates 38Monday, May 13, 13

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“The web is like electricity. It's just there.” Eric Schmidt 39Monday, May 13, 13

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40 40Monday, May 13, 13

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©  2013  -­‐  Tim  Peter  &  Associates 41Monday, May 13, 13

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• 44% of all cell users • 40% of those 35-44 • 50% of smartphone users • 60% of those 18-34 42Monday, May 13, 13

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43 0 5 10 15 20 25 Internet Social media Music Games Phone calls Email Texting TV/movies Books Camera Source: Pew Internet and American Life Project Mobile use, minutes per day 43Monday, May 13, 13

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44 0 5 10 15 20 25 Internet Social media Music Games Phone calls Email Texting TV/movies Books Camera Source: Pew Internet and American Life Project Mobile use, minutes per day 44Monday, May 13, 13

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©  2013  -­‐  Tim  Peter  &  Associates 45Monday, May 13, 13

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2013: 45% of searches on mobile 0% 25% 50% 75% 100% 2012 2013 55% 65% 45% 35% Mobile searches Desktop searches Source: Google 46 46Monday, May 13, 13

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Bonus truth: You can ignore mobile so long as your customers never leave their house 47Monday, May 13, 13

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Defining  “mobile” Context: Past actions, history, selected preferences Assumed attitudes based on situation and actions “Where u @,” altitude, speed ©  2013  -­‐  Tim  Peter  &  Associates 48Monday, May 13, 13

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Defining  “mobile” 42% of tablet use while watching TV ©  2013  -­‐  Tim  Peter  &  Associates 49Monday, May 13, 13

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0% 20% 40% 60% 80% 100% End on different device End on same device Cross-channel/cross-device 50 Consumers 50Monday, May 13, 13

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©  2013  -­‐  Tim  Peter  &  Associates 51Monday, May 13, 13

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March 6, 1983: First commercial mobile phone & network ©  2013  -­‐  Tim  Peter  &  Associates 52Monday, May 13, 13

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What’s next? Sensors everywhere Distance, floor in building, aisle, what direction Light, dark, time of day Gesture-based control (Xbox Kinect or Wii – exists in Samsung Galaxy S4) Biometrics (Are you excited? Confused?) ©  2013  -­‐  Tim  Peter  &  Associates 53Monday, May 13, 13

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Guess when Gen Y was born ©  2013  -­‐  Tim  Peter  &  Associates 56Monday, May 13, 13

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26% 74% Within 24 hours of arrival More than 24 hours in advance Source: Priceline.com, February 2013 57 Priceline mobile bookings Valentine’s Day, 2013 57Monday, May 13, 13

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Myth: Google (is/is not) evil 58Monday, May 13, 13

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60 60Monday, May 13, 13

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61 What about this is “brand friendly”? 61Monday, May 13, 13

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0 2.75 5.5 8.25 11 2010 2011 Sites Visited - All E-commerce Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http:// www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/ 62 62Monday, May 13, 13

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0 7.5 15 22.5 30 2010 2011 Sites Visited - All E-commerce Sites Visited - Travel 63 Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http:// www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/ 63Monday, May 13, 13

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The cost/benefit of talking to everyone 64 64Monday, May 13, 13

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The cost/benefit of talking to everyone 65 65Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 66Monday, May 13, 13

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Increase in CPC’s ■Increased competition for terms ■Improved clickthrough rates ■Lower overall impression share 67 67Monday, May 13, 13

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Decline in display CPM’s ■Apparent costs increased ■Total impressions have fallen in favor of “viewable impressions” and RTB/increased targeting 68 68Monday, May 13, 13

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“Price” 69Top search term prior to buying? 69Monday, May 13, 13

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70Partners? 70Monday, May 13, 13

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Why? 71Here’s a question... 71Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC 72Monday, May 13, 13

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Mike Moran © 2010 Mike Moran © 2012 Mike Moran Group LLC© 2012 Mike Moran Group LLC Because we’ve trained them 73Monday, May 13, 13

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Truth: Own the data, own the customer 74Monday, May 13, 13

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75 75Monday, May 13, 13

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76 76Monday, May 13, 13

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77 AFGAM 77Monday, May 13, 13

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78 Apple Facebook Google Amazon Microsoft 78Monday, May 13, 13

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79 Apple Facebook Google Amazon Microsoft Search Engine Social Network Display Advertising Mobile Web browser Email/ Communications Cloud LBS Payments Siri Graph Search Well, duh A9 + product search Bing ??? Well, duh Google+ Goodreads/ Askville Yammer/Socl iAds Facebook Display Network DoubleClick Amazon Media Group Microsoft Display Advertising iOS Facebook Home Android Kindle Windows Phone Safari Facebook Home Chrome Silk IE iCloud Chat/Messaging/ Video Calling GMail/Google Voice/Hangouts ??? Outlook.com/ Skype iCloud ??? Google Profile/ Google Drive Cloud Drive/ Cloud Player Outlook.com/ Office.com Maps Check-ins/Home Google Maps/ Google+ Places Kindle Set to launch Passbook Facebook Payments Checkout/Wallet Amazon Payments ??? 79Monday, May 13, 13

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80 Apple Facebook Google Amazon Microsoft Search Engine Social Network Display Advertising Mobile Web browser Email/ Communications Cloud LBS Payments Siri Graph Search Well, duh A9 + product search Bing ??? Well, duh Google+ Goodreads/ Askville Yammer/Socl iAds Facebook Display Network DoubleClick Amazon Media Group Microsoft Display Advertising iOS Facebook Home Android Kindle Windows Phone Safari Facebook Home Chrome Silk IE iCloud Chat/Messaging/ Video Calling GMail/Google Voice/Hangouts ??? Outlook.com/ Skype iCloud ??? Google Profile/ Google Drive Cloud Drive/ Cloud Player Outlook.com/ Office.com Maps Check-ins/Home Google Maps/ Google+ Places Kindle Set to launch Passbook Facebook Payments Checkout/Wallet Amazon Payments ??? 80Monday, May 13, 13

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81 Amazon receives $1 out of every $6 spent online Source: Internet Retailer, eMarketer (excludes travel, digital downloads and event ticket sales 81Monday, May 13, 13

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0 500 1,000 1,500 2,000 2,500 Top Amazon Display Ad Buyers (Millions of impressions) Weight Watchers AT&T Proctor & Gamble Source: comScore Festival of Media Presentation, April 2013 82 82Monday, May 13, 13

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83 10% 90% How much of the world’s aggregate data collected in last 2 years? 2011-2012 Pre-2011 Source: IBM Research 83Monday, May 13, 13

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Have we reached “peak search?” 84 100% Source: Google - Search Volume Growth by Source Mobile Desktop 84Monday, May 13, 13

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What is a search engine? 85Monday, May 13, 13

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What is a search engine? 87 87Monday, May 13, 13

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Myth: The purchase “funnel” 88Monday, May 13, 13

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89The purchase “funnel” 89Monday, May 13, 13

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2012 $224.2 billion 2013 $256.0 billion 2014 $289.8 billion 90 Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce) How big is “e-commerce”? 90Monday, May 13, 13

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2012 $224.2 billion 2013 $256.0 billion 2014 $289.8 billion 91 Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce) 6%-7% How big is “e-commerce”? 91Monday, May 13, 13

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Truth: It’s all e-commerce 92Monday, May 13, 13

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0% 25% 50% 75% 100% 2012 2013 2014 2015 8.4%8.0%7.6%7.2% 42.7%41.1%39.8%38.2% 49.0%51.2%52.6%54.6% Offline only Web-influenced offline Online only Source: eMarketer 93Monday, May 13, 13

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Your customer’s journey... ©  2013  -­‐  Tim  Peter  &  Associates 94Monday, May 13, 13

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©  2013  -­‐  Tim  Peter  &  Associates Dreaming Discovery Researching Purchasing Anticipating Consuming Remembering 95Monday, May 13, 13

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0% 25% 50% 75% 100% 2013 2014 2015 21% 18% 15% 79% 82% 85% Total e-commerce M-commerce Source: eMarketer 96Monday, May 13, 13

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Is “showrooming” a myth or the truth? 97Monday, May 13, 13

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Showrooming ■ 84% of smartphone shoppers use their devices while in store (Google) ■ 14% of consumers purchased via mobile while in store (eMarketer) ■ 60% of “showroomers” claim they were going to purchase in store, but changed mind after browsing online while in-store (comScore) ■ Shoppers who use mobile more, buy more (Google) 98 98Monday, May 13, 13

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“Price” 99Top search term prior to buying? 99Monday, May 13, 13

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So#$Business$Results$ Reduce$Prices$ Reduce$Service$and$Marke6ng$ to$Pay$for$Price$Reduc6ons$ Short;term$Sales$Improve$ Compe6tors$Respond$ Customer$Expecta6ons$Shi#$ Customer$Experience$ Deteriorates$ 100 100Monday, May 13, 13

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101 101Monday, May 13, 13

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Living La Vida SoLoMo 102Monday, May 13, 13

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4 “P’s” of marketing + 1 103 103Monday, May 13, 13

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104 Am I going to enjoy your product/ service? 104Monday, May 13, 13

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Why should I buy from you? 105Monday, May 13, 13

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Mind your “P’s and Q” Place Quality Price 106Monday, May 13, 13

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HeartHead Fast Slow Impulsive & Enthusiastic Dominant & Ambitious Analytical & Organized Reliable & Predictable 107Monday, May 13, 13

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HeartHead Fast Slow Impulsive & Enthusiastic Dominant & Ambitious Analytical & Organized Reliable & Predictable Place Quality Price QualityPlace Price Price Place Quality Place Quality Price 108Monday, May 13, 13

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People first, but remember, there’s an Internet in their pocket 109Monday, May 13, 13

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Embrace responsive design 110Monday, May 13, 13

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Task-oriented Contextual 111 111Monday, May 13, 13

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Context-aware? 112 112Monday, May 13, 13

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Context-aware? 113 113Monday, May 13, 13

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Context-aware? 114 114Monday, May 13, 13

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Truth: Content + context = conversions 115 115Monday, May 13, 13

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Positive return budgeting ■ Digital demands ROAS focus ■ Manage marketing budget and activities to target return ■ Increase or lower CPC/CPM’s based on conversion rate (per goal) to achieve target return 117 117Monday, May 13, 13

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Customer lifetime value 118 Customer 1st purchase 2nd purchase 3rd purchase 4th purchase Ongoing Total Tiger Rory Phil $25 Does not return Does not return Does not return Does not return $25 (Low) $25 $32 Does not return Does not return Does not return $57 (Medium) $25 $32 $32 $64 ... $153 (High) 118Monday, May 13, 13

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119 “Likeable,” shareable content 119Monday, May 13, 13

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Truth: Your CIO needs to be your best friend 121 121Monday, May 13, 13

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X 123Monday, May 13, 13

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Myth: This is all in the future 125Monday, May 13, 13

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“We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.” - Bill Gates ©  2013  -­‐  Tim  Peter  &  Associates 126Monday, May 13, 13

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127 “The future is already here... it’s just not evenly distributed.” 127Monday, May 13, 13

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128 Text Tesco Home plus Virtual stores in subway stations +130% online sales #1 online grocery store #2 grocery sales overall No increase in store count 128Monday, May 13, 13

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“Significant” increases in visits/spend 129Monday, May 13, 13

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Nike+ and Fuel Band 130Monday, May 13, 13

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W Hotels curated music mixes 131Monday, May 13, 13

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100% increase in e-commerce revenue YOY 132Monday, May 13, 13

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20,000 shares 525 million earned media impressions 133Monday, May 13, 13

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134 32% increase in F&B 37% increase in event revenues 75-175 roomnights/month 134Monday, May 13, 13

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Questions? 136Monday, May 13, 13

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Questions to get started ■ Which sales/marketing channels produce greatest/least profitability? ■ How does your website compare to best-in- class for content, social, local, mobile? ■ What do your customers think works? Doesn’t? ■ How can you build customer data? Leverage partner data? 137 137Monday, May 13, 13

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Summary ■ All marketing is social ■ Mobile is a situation, not a device ■ Own the data, own the customer ■ It’s all e-commerce ■ Customers first, mobile in their pocket ■ Team, team, team 138 138Monday, May 13, 13

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Who trusts Tim Peter & Associates? 139 139Monday, May 13, 13

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Did that hurt? 140Monday, May 13, 13

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Thank you Web: timpeter.com Phone: 201-305-0055 Email: tim@timpeter.com Twitter: twitter.com/tcpeter 141 141Monday, May 13, 13

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The Truth: How the Social, Local, Mobile Web Affects Sales Online and Offline