Going local: how big brands can win big with local focus

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Local marketing is more relevant marketing, but implementing it is a challenge for regional, national and global brands. Yet today’s technology and social media strategies can open a vast opportunity …

Local marketing is more relevant marketing, but implementing it is a challenge for regional, national and global brands. Yet today’s technology and social media strategies can open a vast opportunity for the big to go small. Social media strategist and author Jason Falls and Expion’s Kevin Magee will present five strategies to move your brand to drive more local engagement, more relevant messaging and better marketing success.

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  • Recent poll by Marketing Profs and CMO’s answers the local questionAdd graphic that jumps the 67%-
  • Recent poll by Marketing Profs and CMO’s answers the local questionAdd graphic that jumps the 67%-
  • (1) How powerful is social media? Maybe you’ve heard the stats: NEED MORE- (2) - Facebook has grown to over 800 million users...more than half log in daily….to share 30 billion pieces of content monthly(3) - 50 million users Tweet daily, sending 350 million Tweets into cyberspace orbit(4) - The second largest search engine in the world…..is not Yahoo - it's YouTube.(Example graphic update)Graphic 1: Spinning globe, Graphic 2: Globe stops and Facebook icon pops up. Word clouds for “800 million” and “30 billion”….globe spins againGraphic 3: Globe stops and Twitter pops up. Word clouds for “50 million” and “350 million”….globe spins againGraphic 4: Globe stops and Yahoo pops up. Yahoo graphic is pushed aside and out of view by Youtube graphic as “#2” word cloud appears
  • Recent poll by Marketing Profs and CMO’s answers the local questionAdd graphic that jumps the 67%-
  • Recent poll by Marketing Profs and CMO’s answers the local questionAdd graphic that jumps the 67%-
  • Recent study that ASKS the perceived challenges; can integrate with next slide and graphically show challenges:
  • Need chart/graph that shows this clearly.Activity is posts and commentsVirality adds likes and check ins
  • Need chart/graph that shows this clearly.Activity is posts and commentsVirality adds likes and check ins
  • Top Posts: this is our data, these are not all Expion customers. We trackNeed to shorten and make easier; take the categories and point to one example
  • Hyperlink slides to corresponding slides.Rework this chart to show flow…
  • Hyperlink slides to corresponding slides.Rework this chart to show flow…
  • Use Brand page image to show geo targetLocal pages- hub and spoke, need better image or OK?Local with local- that’s our 3 Slides (Showing Map)
  • Use Brand page image to show geo targetLocal pages- hub and spoke, need better image or OK?Local with local- that’s our 3 Slides (Showing Map)
  • Use Brand page image to show geo targetLocal pages- hub and spoke, need better image or OK?Local with local- that’s our 3 Slides (Showing Map)
  • Any existing charts we can use to show workflowHow to show sharing contentGRAPHIC -
  • Social AppsGraphic: Social Apps – Apple BuddyRetail location icon – people avatars with friend counts next to them
  • Social AppsGraphic: Social Apps – Apple BuddyRetail location icon – people avatars with friend counts next to them
  • ICONS for each bullet
  • 500 fan avg, 15% active X 225 friends for Applebee’s fans
  • 500 fan avg, 15% active X 225 friends for Applebee’s fans

Transcript

  • 1. Going LocalHow big brands can win big with local focus #localsocial Presented By Kevin Magee Jason Falls Expion Social Media Explorer
  • 2. Why Go Local?
  • 3. 86%of National Marketers are looking to modify, adaptand localize their marketing content, messagingand engagement practices. Source: www.marketingprofs.com November 2, 2011 (CMO Council Research)
  • 4. They say the top benefits for localizedmarketing are…• 67% Greater customer relevance, response, and return• 39% Better customer conversations and connectivity• 29% Improved loyalty and advocacy• 27% Brand differentiation, distinction and preference Source: www.marketingprofs.com November 2, 2011(CMO Council Research)
  • 5. Why go local? • Retailers struggle to create relevant “local” experiences • Recommendations include: “Include store in part of the call-to-action”
  • 6. It’s about Relevance
  • 7. The Big Challenges Personal Popular NetworksCommunications Aren’t Built For It Brand Teams Are Stealth
  • 8. What are the biggest challenges to going local? Insights/Analytics 30% Understanding local market dynamics 19% Sourcing local market data and insights 17% Cost of supporting local contentContent Management 13% Controlling brand assets 12% Creating relevant local content Company Buy In 19% Getting management commitment 14% Gaining field involvement and participation Campaign 24% Determining cost/benefit models Management 15% Handling logistics 23% Measuring/evaluating at the local level Optimization 20% Understanding audience segmentation & targeting Source: CMO Council Study of National Marketers, 2011 as reported by MarketingProfs
  • 9. What matters most in Local Social Ecosphere More 150 million user in US with average of 130 friends More than 50% log in any given day40 million users in US (but ...) - Over 3 billion videos viewed daily50% of active users login every day - 100 million users are social weekly Review Sites
  • 10. Twitter Hidden TruthsSource: Sysomos Resource Library, Informationisbeautiful.net
  • 11. Misconception of Location Based Services• 5 % of cell phone owners check in to locations using geosocial services such as Foursquare or Gowalla. (12% with a smartphone)• There are literally hundreds of these platforms Source: Pew Research Center Internet and American Life Project, Apr/May 2011
  • 12. Overall Goal…Gain Fan Engagement! Comments Applications SharingPosts Checkins Likes RSVP
  • 13. The Proof: Local Has Higher Engagement Active Fans % Facebook National vs Local Pages National Local 1040% Increase Restaurant 765% Increase Retail National Active Fans - 1.5% 2.04% Local Active Fans - 15.6%Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers(using fancounts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1,2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans
  • 14. The Proof: Local Has Higher Engagement Virality % Facebook National vs Local Pages National Local 1125% Increase Restaurant 700% Increase Retail National Fans Actions/Fan – 8% 14% Local Fans Actions/ Fans – 98%Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers(using fancounts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1,2011 to October 31, 2011. Virality = the number of fan posts, comments, likes and check-ins/fans
  • 15. Conversation Drivers: What works locally? Local Pages – Top 10% Posts Staff recognition Who is your favorite server? Whats the one item in your Notre Dame collection that you cant live Interactive Q & A without? Were excited to announce that well be opening a new store in theNew Store Openings Boston area! Can you guess where?? Thanks for the great comments on the wall. We would like to invite everyone Events into the Azusa Applebees for our first VIP Theme party Its time for some FREE stuff, answer the following question: What is the Promo/Giveway one Chick-fil-A menu item that you have to have each time you visit? We will choose one random winner.
  • 16. Result: Yes it does drive sales!Financial Comparison:2010 vs. 2011 over 7 companywide events FACEBOOK VS NON FACEBOOK RESTAURANTS OVERALL SALES 25% increase BAR SALES 100% increase FACEBOOK ONLY RESTAURANTS BAR SALES PRE FACEBOOK 38% increase POST FACEBOOK 80% increaseSource: Apple Gold Inc. | Owns 86 Applebee’s Restaurants
  • 17. Steps to Going Local Build Your Team Analysis Governance Define Local Build Fan Moderation Base Content Planning
  • 18. Define Local• Geo Target to DMA from your brand page• Local pages managed centrally• Local pages managed locally with corporate oversight
  • 19. Geo Target to DMA
  • 20. Local pages Managed Centrally
  • 21. Local pages Managed Locally
  • 22. Build Your Team and Train• Recruit Local Team Members• Marketing, Agency, and Local - Set workflow for content, publishing, moderation and analysis• Marketing to Operations both regionally and local level • Sharing Content • Approval • Local Responsibilities
  • 23. Governance• Define and set roles and permissions for each user• Set workflow and tasks• Set keyword scans to protect brand
  • 24. Build local Fan Base• Local employees - use your best assets and gamify to build fans.• Contests - for your employees and fans
  • 25. Social Applications• Promote engagement and sharing on Facebook• Virally reach new audiences
  • 26. Content PlanningCreate an editorial calendar that blends national and local messaging • Stage most compelling posts for week for local users to select from • Constant monitoring of past messaging to identify most engaging messages to share across all locations • Allow local users to suggest content
  • 27. Moderation• Review and respond to fan communications• Establish triage process to route certain messages for handling• Utilize fan’s personal history to better respond and engage
  • 28. Analysis REACH ENGAGEMENT SERVICE INNOVATION• Rank all locations to identify best and worse• Measure your customer satisfaction by sentiment and response time• Discover most engaging posts in your industry so you stop guessing• Track and engage most active fans, brand advocates, and detractors• Get real time alerts of competitor promotions for tactical response
  • 29. Local Conversations Drive Action…
  • 30. For More Information, contact Expion kmagee@expion.com @expion Facebook.com/expion www.expion.com