Jeff Wallick. Marketing Manager K&M Tire. Connect With

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3 Jeff Wallick Marketing Manager K&M Tire Connect With

4 TODAY S AGENDA What did we talk about last year? What is SoLoMo? Why Do You Care? So(cial) Lo(cal) Mo(bile) Action Initiatives & Key Takeaways

5 2012 The Zero Moment of Truth is the second step in the mental buying model and refers to all the research consumers do online before making a purchase. The internet has empowered people to know more about the product they re going to buy, than the person selling it to them.

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7 WHY DO I CARE?

8 Advertising vs. Marketing Advertising is just a symptom. A tactic. Marketing is about far more than that. Seth Godin

9 SoLoMo (short for social-local-mobile) refers to a mobile-centric version of the addition of local results to search engine results. SoLoMo emerged as a result of the growing popularity of smartphones, and provides greater local precision to search engine results. SoLoMo arose as a result of the popularity of smartphones and tablets that integrate geo-location technology. The GPS technology integrated into these devices provides more accurate geo results.

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12 WHAT IS SOCIAL MEDIA? Social media includes web and mobile-based technologies, which are used to turn communication into interactive dialogue among organizations, communities, and individuals. Social Media is a group of Internet-based applications that allow the creation and exchange of user-generated content. In 2012, social media became THE most powerful source for news updates through platforms like Twitter and Facebook.

13 AVERAGE MINUTES PER VISITOR TO SOCIAL MEDIA SITES

14 SOCIAL MEDIA TRANSLATED I Need to Buy Tires I Bought Tires This is Where I Bought Tires I m Good at Buying Tires Look at My New Tires! Let s all Buy Tires

15 NOT ALL SOCIAL IS EQUAL

16 WHY DO I CARE?

17 DURING THIS PRESENTATION 1,350,000 tweets will be sent worldwide. 1,440 hours of video will be uploaded to YouTube 60,000,000+ Google searches will occur $8,162,100 will be spent online 17,130 new websites are created

18 2013 ACTION ITEMS (In order of importance) Facebook Twitter LinkedIn Instagram YouTube + Engage!

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20 LOCAL SEARCH (GOOGLE) 40% 60% Local Non-Local January 2013

21 U.S. SEARCH SHARE 1.40% 0.80% 1.10% 3.10% 7.30% 86.30% Google Bing Yahoo Facebook Ask.com Other January 2013

22 LOCAL APPLICATIONS

23 WHY DO I CARE? 90% of online commercial searches result in offline purchases (ComScore) 66% of Americans use online local search, like Google local search to locate local businesses (ComScore) 82% of local searchers follow up offline via an in-store visit, phone call or purchase (ComScore) 61% of local searches result in purchases (ComScore)

24 WHAT ABOUT YELLOW PAGES? Yellow Page usage has dropped 63% since 1999 and continues to do so by 4% every year 84% of searchers are looking online for a local business 73% of online activity is related to local content The site ranked at the top of organic search results gets 42% of all clicks But Only 44% of small businesses have a website

25 2013 ACTION ITEMS

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28 VIDEO REVIEW 33% use a smart phone while watching TV 22% use a smart phone while reading the newspaper 79% use a smart phone while shopping 44% use a smart phone to read product reviews 59% regularly make purchases on their computers (PC) 35% regularly make purchases on their smart phones 95% look for local information & businesses 88% take action within 24 hours: In-store visit, call, etc.

29 MOBILE PLATFORMS

30 MOBILE SEARCH PERCENTAGE 49% 51% Mobile October 2012 Mobile Marketer

31 MOBILE SEARCH SHARE 1.8% 1.4% 96.8% October 2012

32 TOP MOBILE SEARCH CATEGORIES 30.00% 20.00% 10.00% 0.00% Restaurants Automotive Consumer Electronics Finance & Insurance Beauty & Personal October 2012

33 HOW ARE PEOPLE USING SMART PHONES?

34 $97.16 $97.49 AVG. ORDER VALUE BY SMARTPHONE USER:

35 WHAT MAKES LOCAL POSSIBLE?

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37 2013 ACTION ITEMS Engage (Mobile Offers!) Embrace Showrooming

38 Q: WHY DOES K&M TIRE CARE ABOUT HELPING ME WITH THIS STUFF? A: WHEN YOU WIN, WE WIN!

39 WHAT DO WE KNOW? I need a great website that is optimized for mobile. I need great coupons, specials, and offers posted on my new website. I need to be on Google+ Local, Bing Local, Yelp.com, and Yahoo Local. I need to monitor my reviews and respond to both positive and negative reviews. I need to be on Facebook, Twitter, and LinkedIn. I need to dialogue with my customers and offer specials on social media. I need to stop spending so much money with Yellow Pages. Seriously stop spending so much money with Yellow Pages!

40 "The future belongs to those who see possibilities before they become obvious." John Scully

41 THANK YOU! Jeff Wallick Marketing Manager K&M Tire x1125 Connect With