Tagged 'momentfeed'

From Mobile Computing to Localized Marketing, Part II

Posted by Rob Reed on July 13th, 2015 at 12:06 pm

The localization of marketing leaves other forms of marketing in the past
"I skate to where the puck is going, not where it's been."
Gretzky's well-known quote is one of the most abused business clichés, but that's because (a) business people love sports analogies and (b) it so perfectly captures the essence of vision.

Vision is the ability to connect the dots of the past and project into the future with the precision of Gretzky skating to a puck. The vision for MomentFeed in 2010 was for a platform that could handle the marketing paradigm of 2015, a paradigm that would be defined by smartphones and mobile computing.
This was ultimately the vision for a new form of marketing...for localized marketing, as discussed in Part I of this series. In Part II, we'll review the landscape of digital marketing solutions (where the puck has been) and how localized marketing is a fundamentally different animal.
Antiquated Marketing Systems
Before exploring localized marketing more deeply, it's important to understand the current landscape of enterprise marketing solutions. The largest category of the past 10 years is social media management solutions (SMMS). These cover paid, earned, and owned media, and they provide a range of functions from publishing (CMS) and reputation management to customer service and business intelligence. I'll also talk about the local search and SEO spaces, which... Read more

From Mobile Computing to Localized Marketing

Posted by Rob Reed on July 6th, 2015 at 9:14 am

In order to fully appreciate the significance of localized marketing, we first need to understand the dominant forms of marketing that preceded it. There have been three major technological disruptions over the past century that fundamentally changed the marketing landscape: broadcast television, the internet, and smartphones (mobile computing).

Graph Search Optimization: How It Works for Retail Brands

Posted by Rob Reed on February 4th, 2013 at 12:54 pm

Graph Search Optimization is necessary for retailers and other multi-location brands in order to take advantage of Facebook's latest capabilities, Graph Search.

Social-Local Optimization: A Strategic Imperative in 2013

Posted by Rob Reed on December 27th, 2012 at 8:33 am

In 2012 we have seen several brands starting to take local optimization of their social channels seriously. Why? Because brands are realizing they need to set up their locations for maximum search, engagement, and discovery. It must be done for Facebook and Foursquare, which also optimizes a number of third-party apps powered by their venue data, such as Instagram, Path, Uber, Viddy, and hundreds more.

A brand’s local Facebook pages and Foursquare venues are brand assets that ought to be managed accordingly. Locations need to be properly claimed and optimized with consistent branding and accurate metadata (specifically their lat/longs) to maximize the value of these assets.
Two recent developments will significantly increase this value:
First, Facebook just announced a major update to its mobile apps that puts local “search, engagement, and discovery” at the center of the mobile experience – at the center of the most popular mobile app on the planet.
According to Facebook, its updated Nearby tab "helps people discover places near them based on their friends’ recommendations. People can explore by category (ex: restaurants or hotels); connect to businesses directly from their phone (by liking, checking in, calling, or getting directions); rate the places they visit via a five-star system; and share their recommendations... Read more

Foursquare Explore: The SoLoMo Search Engine

Posted by Rob Reed on January 21st, 2012 at 1:19 pm

Foursquare Explore is a social search engine for the real world, and it can be optimized.
Foursquare has made its previously mobile-only Explore recommendation engine available for the web. The feature provides personalized recommendations based on a user's check-in history, the histories of their friends, their current location, and other preferences. Not only does the Explore feature considerably increase Foursquare's value proposition for users by facilitating the discovery of new places, it significantly changes the value equation for brands as well. Indeed, Foursquare Explore is the first SoLoMo search engine.

I wrote about this potential in November of 2010 in a post entitled "Why the Hell Would I Do That? Four Reasons to Check-in."
"The promise of intelligent recommendations is the feature that gets me most excited. Based on the data I volunteer through checking-in everywhere I go, whether it's a public or private check-in, location-based services can use their aggregate data to accurately recommend other places I'll like."
Foursquare Explore is powered by algorithms that intelligently recommend places to consumers based on a broad range of criteria. These recommendations ultimately drive foot traffic (and sales) just as Google Search drives web traffic. As such, brands need to optimize their locations for search, discovery,... Read more