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.

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

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

3. 3
The truth hurts
3Monday, May 13, 13

4. 4
4Monday, May 13, 13

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

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

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

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

9. 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

10. 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

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

12. 600 million mobile users
12Monday, May 13, 13

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

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

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

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

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

18. A tangled web
18Monday, May 13, 13

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

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

21. 21Monday, May 13, 13

22. 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

23. 23Monday, May 13, 13

24. 23Monday, May 13, 13

25. 23Monday, May 13, 13

26. 23Monday, May 13, 13

27. ©
2013
-­‐
Tim
Peter
&
Associates
24Monday, May 13, 13

28. 25Monday, May 13, 13

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

30. 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

31. 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

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

33. 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

34. 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

35. 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

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

37. 34Monday, May 13, 13

38. 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

39. 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

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

41. 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

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

43. 40
40Monday, May 13, 13

44. ©
2013
-­‐
Tim
Peter
&
Associates
41Monday, May 13, 13

45. • 44% of all cell users
• 40% of those 35-44
• 50% of smartphone users
• 60% of those 18-34
42Monday, May 13, 13

46. 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

47. 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

48. ©
2013
-­‐
Tim
Peter
&
Associates
45Monday, May 13, 13

49. 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

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

51. 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

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

53. 0%
20%
40%
60%
80%
100%
End on different device End on same device
Cross-channel/cross-device 50
Consumers
50Monday, May 13, 13

54. ©
2013
-­‐
Tim
Peter
&
Associates
51Monday, May 13, 13

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

56. 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

57. 54Monday, May 13, 13

58. 55
55Monday, May 13, 13

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

60. 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

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

62. 59
59Monday, May 13, 13

63. 60
60Monday, May 13, 13

64. 61
What about this is
“brand friendly”?
61Monday, May 13, 13

65. 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

66. 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

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

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

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

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

71. 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

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

73. 70Partners?
70Monday, May 13, 13

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

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

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

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

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

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

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

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

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

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

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

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

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

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

88. 75
75Monday, May 13, 13

89. 76
76Monday, May 13, 13

90. 77
AFGAM
77Monday, May 13, 13

91. 78
Apple
Facebook
Google
Amazon
Microsoft
78Monday, May 13, 13

92. 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

93. 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

94. 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

95. 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

96. 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

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

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

99. 86Monday, May 13, 13

100. 86Monday, May 13, 13

101. 86Monday, May 13, 13

102. 86Monday, May 13, 13

103. 86Monday, May 13, 13

104. 86Monday, May 13, 13

105. 86Monday, May 13, 13

106. 86Monday, May 13, 13

107. 86Monday, May 13, 13

108. 86Monday, May 13, 13

109. 86Monday, May 13, 13

110. 86Monday, May 13, 13

111. 86Monday, May 13, 13

112. 86Monday, May 13, 13

113. 86Monday, May 13, 13

114. 86Monday, May 13, 13

115. 86Monday, May 13, 13

116. 86Monday, May 13, 13

117. 86Monday, May 13, 13

118. 86Monday, May 13, 13

119. 86Monday, May 13, 13

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

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

122. 89The purchase “funnel”
89Monday, May 13, 13

123. 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

124. 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

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

126. 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

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

128. ©
2013
-­‐
Tim
Peter
&
Associates
Dreaming
Discovery
Researching
Purchasing
Anticipating
Consuming
Remembering
95Monday, May 13, 13

129. 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

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

131. 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

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

133. 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

134. 101
101Monday, May 13, 13

135. Living La Vida SoLoMo
102Monday, May 13, 13

136. 4 “P’s” of marketing + 1 103
103Monday, May 13, 13

137. 104
Am I going to enjoy
your product/
service?
104Monday, May 13, 13

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

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

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

141. 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

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

143. Embrace
responsive
design
110Monday, May 13, 13

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

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

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

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

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

149. 116Monday, May 13, 13

150. 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

151. 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

152. 119
“Likeable,”
shareable
content
119Monday, May 13, 13

153. 120
120Monday, May 13, 13

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

155. 122Monday, May 13, 13

156. 123Monday, May 13, 13

157. X 123Monday, May 13, 13

158. 124
124Monday, May 13, 13

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

160. “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

161. 127
“The future is
already here... it’s
just not evenly
distributed.”
127Monday, May 13, 13

162. 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

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

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

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

166. 100% increase in
e-commerce
revenue YOY
132Monday, May 13, 13

167. 20,000 shares
525 million earned media
impressions
133Monday, May 13, 13

168. 134
32% increase in F&B
37% increase in event revenues
75-175 roomnights/month
134Monday, May 13, 13

169. 135Monday, May 13, 13

170. Questions?
136Monday, May 13, 13

171. 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

172. 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

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

174. Did that hurt?
140Monday, May 13, 13

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