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LSA19: The Location Factor — How Multi-Location Brands Win in Social

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This session was presented at the LSA19 event in Dana Point, California, February 25-27, 2019.

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LSA19: The Location Factor — How Multi-Location Brands Win in Social

  1. 1. The Location Factor: How Multi-Location Brands Win in Social Monica Ho Gary Drummond #LSA19
  2. 2. The Location Factor: + How a High Visibility Multi-Location Brand is Winning in Social
  3. 3. Local Marketing Manager | Ace Hardware Gary Drummond Chief Marketing Officer | SOCi Monica Ho +
  4. 4. The Location Factor
  5. 5. Experiential Local Retail • Local Experiences WWW,MEETSOCI.COM5 How Local Retailers Win in this Amazon and eCommerce Driven World
  6. 6. Experiential Local Retail • Local Experiences WWW,MEETSOCI.COM6 How Local Retailers Win in this Amazon and eCommerce Driven World • Local Expertise
  7. 7. Experiential Local Retail • Local Experiences WWW,MEETSOCI.COM7 How Local Retailers Win in this Amazon and eCommerce Driven World • Local Expertise • Local Community
  8. 8. Experiential Local Retail • Local Experiences WWW,MEETSOCI.COM8 How Local Retailers Win in this Amazon and eCommerce Driven World • Local Expertise • Local Community • Local Care
  9. 9. Localized Social Marketing
  10. 10. Localized Social Marketing [loh-kuh-lahyzd soh-shuhl m ahr-ki-ting] | noun Marketing efforts that focus on building a local presence for a business, leveraging locally- driven com m unication channels to reach the specific local com m unities it serves (rather than a broad/national approach). May include social m edia m arketing, review sites, social advertising, and other two-way engagem ent channels.
  11. 11. Presence Are you On -Brand? Are You Being Found, Locally? Care Growth Are Customers or Prospects Talking? Are You responding properly? Are You Reaching New Audiences? Are You Driving Results?
  12. 12. WWW.MEETSOCI.COM 12 Presence Consider These Facts 85%of brand engagement is happening at the local page level Source: LSA and SOCi Share of User Engagement 72% 28% LOCAL CORPORATE PAGE*?
  13. 13. WWW.MEETSOCI.COM 13 Presence Consider These Facts If you don’t manage these pages, someone else will. Source: LSA and SOCi
  14. 14. WWW.MEETSOCI.COM 14 Presence Consider These Facts If you don’t manage these pages, someone else will. Claim all your locations! Source: LSA and SOCi
  15. 15. WWW.MEETSOCI.COM 15 Care Consider These Facts 70%of consumers use social media to air and resolve grievances. Source: Social Media Today
  16. 16. WWW.MEETSOCI.COM 16 Care Consider These Facts Source: : LSA & SOCi: The Great Conversational Divide In fact, reviews are now the top factor consumers use in deciding which business to visit.
  17. 17. WWW.MEETSOCI.COM 17 Growth Consider These Facts Source: : 2016 Franchise Industry Marketing Survey, HigherVisability.com Social Media is now the 2nd largest source for new custom er acquisition behind personal referrals.
  18. 18. Localized Social Marketing Is Now Impacting Every Part of Your Business
  19. 19. Local Management at Scale is Complicated
  20. 20. 100 locations X 10 sites = 1000’s Pages To Monitor
  21. 21. Top 10 National Franchise Brand 5,000 + locations
  22. 22. ● 25% of pages were unclaimed ● Three types of local pages ○ Fully engaged ○ Exists, but no engagement ○ No one’s home ● Rogue content and brand inconsistency ● Consumers are searching and we knew we had to play harder ● No metrics or ROI ● Over 4,000 domestic locations ● Diverse owners ● Social knowledge from novice to expert ● Ability to segment multi -stores ● Communication ● Retailer Testimonials ● Technology to drive local customers and experiences ● Ability to provide care for weather and disasters WWW.MEETSOCI.COM 22 Co-op Model Need Scalable Solutions Ace Hardware Challenges
  23. 23. ...with a program that allowed us to activate at the local level ● Local Care ○ Store hours ○ Phone number ○ Products on -hand ○ Customer service ● Authenticity ○ Ability to help our stores communicate to the local market 23 We Needed To Be Better Prepared For the Un - Expected...
  24. 24. WWW.MEETSOCI.COM 24 Ace Hardware’s Localized Social Marketing Objectives • Protect & grow the Ace Hardware brand and local sales • Ensure local authenticity and brand consistency in -market • Retailer understanding, education and participation in the top social & reputation management sites
  25. 25. WWW.MEETSOCI.COM 25 Ace Hardware’s Localized Social Marketing Objectives • Protect & grow the Ace Hardware brand and local sales • Ensure local authenticity and brand consistency in -market • Retailer understanding, education and participation in the top social & reputation management sites
  26. 26. WWW.MEETSOCI.COM 26 Ace Hardware’s Localized Social Marketing Objectives • Protect & grow the Ace Hardware brand and local sales • Ensure local authenticity and brand consistency in -market • Retailer understanding, education and participation in the top social & reputation management sites
  27. 27. The Results
  28. 28. Presence • Claim ed & now own alm ost all location pages • Generated over 1 Million followers in < 3 m onths • Producing 1k+ Local Posts per week • Receiving 7X’s the Engagement 28 WWW.MEETSOCI.COM 42,016 people like this 42,016 people follow this
  29. 29. Care • Managing over 500 new reviews per week • Maintaining an average 4 Star Rating
  30. 30. Growth • Nearly 1 in 4 retailers participating • Adding 100+ new retailers per m onth 30 WWW.MEETSOCI.COM
  31. 31. 31 Local Activation and Authenticity When It Matters Most ● Preparedness and activation ● Community presence and engagement
  32. 32. The key benefits of developing and implementing a Localized Social Marketing program Keys To Success
  33. 33. 33 Ace Hardware: Keys to Program Success Removed Adoption Hurdles Local, regional and corporate buy -in Investment in: ● Technology ● Ongoing training and learning for the retailers Promoting & Sharing Results Retailer testimonials & case studies Empowered Local Locations Corporate oversight with local control & management
  34. 34. ● Technology solution ○ Centralized content management ○ Pre-schedule content ○ Workflow solutions ○ Multi -store functionality ○ Customer Service solution ○ Reporting and Metrics ● Creates a bridge from National to Local (Hybrid model) ● Allows local authenticity ● Builds a strong community presence thru events and more ● Speed to market WWW,MEETSOCI.COM34 Ace Hardware: Program Benefits
  35. 35. Lessons Learned Social Can’t Be Ignored • Social and custom er service solutions are critical if you want to com pete • Social coupled with technology = success Engagement = Listening • It’s an opportunity to drive your business. • Even m ore im portant, it’s actively listening to build trust Reputation = Customer Service • You have to respond and be authentic • We have to keep them com ing back WWW.MEETSOCI.COM35
  36. 36. 36 W W W .MEETSOCI.COM In Summary Localized Social Marketing can increase your brand presence, build your customer loyalty and drive growth in your business. ● Corporate and local partnership (buy-in) ● Investm ent in technology and ongoing learning ● Prom ote, share and optim ize your results
  37. 37. WWW.MEETSOCI.COM 37 DOWNLOAD NOW! http://resources.meetsoci.com /franchiseplaybook We Wrote The Book On Localized Social Marketing!
  38. 38. monica@meetsoci.com www.m eetsoci.com #m eetsoci Thank You gdrumm@acehardware.com www.acehardware.com #mylocalace

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