Social Media Day 2013 Presentation: Hyper-Local Social Media

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The presentation I gave during Social Media Day 2013 Miami. The focus is on hyper-local messaging and targeting using social media. Updated July 25th, 2013

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Social Media Day 2013 Presentation: Hyper-Local Social Media

  1. 1. Sharing a Hyper-Local Message Social Media Day 2013!! #SMDayMia 1
  2. 2. Jonathan Brownfield Director of Everything Digital Youngest photographer in Sports Illustrated Magazine Fort Lauderdale Magazine 40 under 40 Gold Coast Magazine 40 under 40 Nominated for Man of the Year LLS 2
  3. 3. On the Ball A fusion of marketing and sales professionals who invest time and talent into emerging businesses to help them grow 15 years old company 5 years with a focus on digital 3
  4. 4. What is a hyper-local message Message(s) that are targeted to a small geographical territory 4
  5. 5. Why hyper-local messaging? Restaurants Pizza place that delivers to a 5 mile radius Neighborhood dinner Local pub Local Shops Grocery store Pet store Coffee shop Community Organizations Meet new friends 5
  6. 6. Establish Goals Are you trying the build an audience? Share a story Promote offers related to a location Get more foot traffic? 6
  7. 7. Craft a message Start as narrow as possible Segment your local audience into categories Develop messages for each category 7
  8. 8. Geolocation Data Focus all of your effort into social networks that our geolocation aware • Facebook • Twitter • FourSquare • Instagram 8
  9. 9. Facebook Targeting with FB ads • City • Interests • Gender • Age • Kids • Pets • Types of food • Relationship status • Shopping preferences 9
  10. 10. Twitter Target users based on conversations and profile data Bio Primary location Current location #hashtags Monitor and engage 10
  11. 11. Tools to for Twitter Sprout Social • Great for teams • Really easy to use • Synchronization Hootsuite • Less expensive • Better search features 11
  12. 12. FourSquare Make sure your venue is on 4SQ Share as much information as possible in the venue profile • Address • Hours • Type of business • Menu Leave tips for things to do and try Share high quality photos 12
  13. 13. Instagram Browse photos from different venues LIKE or Comment Use location based hashtags 13
  14. 14. Case Study: Portman-CMC Branded the space as Miami Beach Square Goal: Educate Miami Beach Residents Developed messaging that appealed to Miami Beach as a whole and select groups 14 Facebook.com/MiamiBeachSquare @MiamiBSquare on Twitter
  15. 15. Case Study: Portman-CMC Content Examples 15
  16. 16. Case Study: Portman-CMC Content Examples 16
  17. 17. Case Study: Portman-CMC Content Examples 17
  18. 18. Case Study: Portman-CMC Content Examples 18
  19. 19. Case Study: Portman-CMC First Week Results 19
  20. 20. Case Study: Portman-CMC Three Month Results 20 • 6,600 Facebook Fans • Miami Beach is the largest fan base versus Venezuela • 3.3 Million impressions by 2 million fans • 743 Twitter followers • 2380 Connection made on Twitter • Over 500 retweets
  21. 21. Case Study: Portman-CMC Three Month Results 21
  22. 22. Conclusion 22

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