Can retail brands mirror the success of some independent
stores by becoming more local with social?
#smwlocalsocial
Traackr
Influencer Marketing
From @traackr @nicochabs
Traackr is the leading influencer marketing
platform. We help brands...
 Offering: Social Media Management Software (SMMS)
specialising in local: social delivered as a Service (SaaS)
 Offices:...
Traackr
Influencer Marketing
SOCIAL MEDIA WEEK-LONDON 2013
SOCIAL INFLUENCE
FOR LOCAL
BUSINESS: HOW TO
MAKE IT WORK ?
Traackr
Influencer Marketing
“You have been influenced when you think
something you wouldn’t otherwise have thought or
do ...
Traackr
Influencer Marketing
Who do you trust for
your purchase
decisions ?
Traackr
Influencer Marketing
Influencer marketing is about
generating positive impact
(advocacy) towards your target
throu...
Traackr
Influencer Marketing
ONE KEY
CHALLENGE OF
INFLUENCER
MARKETING :
IDENTIFYING THE
RIGHT AUDIENCE
Traackr
Influencer Marketing
3% of individuals
generate 90% of the
impact
Traackr
Influencer Marketing
And they are unique to
the context they operate
in
Traackr
Influencer Marketing
Is he the right influencer
for you ?
Traackr
Influencer Marketing
3 levels of potential
target influencers to
consider in your strategy
Traackr
Influencer Marketing
Ex: Finding influencers
on Manchester
restaurants
Traackr
Influencer Marketing
Finding influencers on
Manchester restaurants
...and their connections
Traackr
Influencer Marketing
Ex: Finding influencers
on local activities
Traackr
Influencer Marketing
And now the really
important question
Traackr
Influencer Marketing
WHAT IS THE ROI ?
And now the really
important question
Traackr
Influencer Marketing
The good news: real ROI
can be easy to measure
for local retail
Online coupons or offers enab...
Lovely picture over Summerstown taken by my neighbour Keith
Product
Product
Social
Product
Search
Product
Content
X1
VP
Product
Niche
Niche
Search
Niche
Social
Niche
Content
Product
Social
Product
Search
Product
Content
VP
X10
X1
VP
Product
Niche
Industry
Industry
Search
Niche
Search
Industry
Social
Industry
Content
Niche
Social
Niche
Content
Product
So...
Aspirational
Search
Aspirational
Social
Aspirational
Content
Product
Niche
Industry
Vacuum
Potential
ActionableInsight
Ind...
Aspirational
Search
(Unknown)
Aspirational
Social
(Known)
Aspirational
Content
Product
Niche
Industry
Vacuum
Potential
Act...
DIGITALLY EFFICIENT CONTENT
=
VIDEO
X
PICTURES
X
WORDS
Social SolutionsWhy Local Social?
Overview
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Why Do Local Social?
3 Keys to ...
Why Do Local Social?
THIS ISN’T NEW
Many of the world’s best-loved
brands started out with a
community agenda at their hea...
Why Do Local Social?
“The age of the cookie-cutter
supermarket is over,” says Tesco’s
UK managing director Chris Bush
abou...
Why Do Local Social?
Puma, opened its ‘twentyone’ concept store at
unit 21 at Shoreditch’s pop-up mall Boxpark in
December...
Why Do Local Social?
Whole Foods local stores are empowered to make decisions
about what food they sell and local marketin...
Why Do Local Social?
American Express’s Small Business
Saturday initiative has redefined the
ambitions of marketers
everyw...
Why Do Local Social?
Relationships
are Local
Your customers live, work and
shop in local communities.
Managing customer
re...
Why Do Local Social?
Therefore
interaction also
needs to be local
too
+44 (0) 1306 646794 I Engage121.com I Twitter: @enga...
Why Do Local Social?
You can Use Local Stores to
Amplify Your Brand
Message
Potential
Community:
1,639,153
(365 Local Outl...
Local Success Story – Fort Madison, HyVee
Hy-Vee - Chuck Osmanski
Reach at Start: 36,300
Reach at End: 61,390
Reach Growth...
Why Do Local Social?
As a retail organisation with outlets, you have a head start in local social
marketing.
Through your ...
Social Solutions3 Keys to success at the local level?
Simple, Fast,
& Effective
Regular &
Relevant
Content
Capture
Business from
your Social
Channels
You want to
close more
bus...
Social Solutions4 Keys to Success at the Corporate Level
4 Keys to Success at the Corporate Level
Maintain
Consistent
Brand Message
& Marketing
Strategy Across
All Locations
Post ...
So what were our client concerns?
Will our local stores
deliver our brand
message correctly?
Can I track local
activity to...
Social SolutionsThe END
Can retail brands mirror the success of some independent
stores by becoming more local with social?
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
Can retail brands become more local with social? Social Media Week London - 26th September 2013
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Can retail brands become more local with social? Social Media Week London - 26th September 2013

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Here's the full deck of what Roger, Nicholas & Evelyn had to say at our event "Can retail brands become more local with social?" at The Hospital Club on Friday 26th September 2013 - we hope you enjoy it

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Can retail brands become more local with social? Social Media Week London - 26th September 2013

  1. 1. Can retail brands mirror the success of some independent stores by becoming more local with social? #smwlocalsocial
  2. 2. Traackr Influencer Marketing From @traackr @nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
  3. 3.  Offering: Social Media Management Software (SMMS) specialising in local: social delivered as a Service (SaaS)  Offices: NYC, Chicago, London, Norwalk CT (HQ) Founded: 1998  @Engage121_EMEA  Serving: 283 enterprise and corporate clients, including nearly 7,000 local outlet accounts Introduction: Evelyn Timson, General Manager, EMEA Sep 2010: Launched Engage121 Oct 2010: Mashable: Top Five SMMS for Business Nov 2011: Mashable: Finalist, Digital Company of the Year May 2012: Gartner Cool Vendor: Customer Service & Social CRM
  4. 4. Traackr Influencer Marketing SOCIAL MEDIA WEEK-LONDON 2013 SOCIAL INFLUENCE FOR LOCAL BUSINESS: HOW TO MAKE IT WORK ?
  5. 5. Traackr Influencer Marketing “You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.” P. Sheldrake The business of influence But what is actually influence ?
  6. 6. Traackr Influencer Marketing Who do you trust for your purchase decisions ?
  7. 7. Traackr Influencer Marketing Influencer marketing is about generating positive impact (advocacy) towards your target through the social capital of selected individuals
  8. 8. Traackr Influencer Marketing ONE KEY CHALLENGE OF INFLUENCER MARKETING : IDENTIFYING THE RIGHT AUDIENCE
  9. 9. Traackr Influencer Marketing 3% of individuals generate 90% of the impact
  10. 10. Traackr Influencer Marketing And they are unique to the context they operate in
  11. 11. Traackr Influencer Marketing Is he the right influencer for you ?
  12. 12. Traackr Influencer Marketing 3 levels of potential target influencers to consider in your strategy
  13. 13. Traackr Influencer Marketing Ex: Finding influencers on Manchester restaurants
  14. 14. Traackr Influencer Marketing Finding influencers on Manchester restaurants ...and their connections
  15. 15. Traackr Influencer Marketing Ex: Finding influencers on local activities
  16. 16. Traackr Influencer Marketing And now the really important question
  17. 17. Traackr Influencer Marketing WHAT IS THE ROI ? And now the really important question
  18. 18. Traackr Influencer Marketing The good news: real ROI can be easy to measure for local retail Online coupons or offers enable good tracking and attribution
  19. 19. Lovely picture over Summerstown taken by my neighbour Keith
  20. 20. Product Product Social Product Search Product Content X1 VP
  21. 21. Product Niche Niche Search Niche Social Niche Content Product Social Product Search Product Content VP X10 X1 VP
  22. 22. Product Niche Industry Industry Search Niche Search Industry Social Industry Content Niche Social Niche Content Product Social Product Search Product Content Vacuum Potential VP X100 X10 X1 VP
  23. 23. Aspirational Search Aspirational Social Aspirational Content Product Niche Industry Vacuum Potential ActionableInsight Industry Search Niche Search Industry Social Industry Content Niche Social Niche Content Product Social Product Search Product Content Vacuum Potential VP AspirationalJetStream X1000 X100 X10 X1 VP
  24. 24. Aspirational Search (Unknown) Aspirational Social (Known) Aspirational Content Product Niche Industry Vacuum Potential ActionableInsight Industry Search Niche Search Industry Social Industry Content Niche Social Niche Content Product Social LAN Search Product Search Product Content Vacuum Potential VP AspirationalJetStream LAN Content LAN Content X1000 X100 X10 X1 X.1 VP VP
  25. 25. DIGITALLY EFFICIENT CONTENT = VIDEO X PICTURES X WORDS
  26. 26. Social SolutionsWhy Local Social?
  27. 27. Overview +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social Why Do Local Social? 3 Keys to Success at the Local Level 4 Keys to Success at the Corporate Level
  28. 28. Why Do Local Social? THIS ISN’T NEW Many of the world’s best-loved brands started out with a community agenda at their heart. One of the best examples is Cadbury, who went beyond offering world-leading working conditions to build an entire community around its Bourneville factory: +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  29. 29. Why Do Local Social? “The age of the cookie-cutter supermarket is over,” says Tesco’s UK managing director Chris Bush about its new Watford store “Every store is different,” he goes on, “and serves a different local community with different tastes and needs.” +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  30. 30. Why Do Local Social? Puma, opened its ‘twentyone’ concept store at unit 21 at Shoreditch’s pop-up mall Boxpark in December 2011. The store includes a countdown clock to let customers know when stock will be refreshed and a menu board at the entrance lists the 21 special and limited edition footwear styles available +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  31. 31. Why Do Local Social? Whole Foods local stores are empowered to make decisions about what food they sell and local marketing. Each location has a local marketer on staff. +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  32. 32. Why Do Local Social? American Express’s Small Business Saturday initiative has redefined the ambitions of marketers everywhere, driving billions of dollars in sales for small business, and delivering a huge boost to AmEx’s revenues in the process: +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  33. 33. Why Do Local Social? Relationships are Local Your customers live, work and shop in local communities. Managing customer relationships is easier at the local level. +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  34. 34. Why Do Local Social? Therefore interaction also needs to be local too +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  35. 35. Why Do Local Social? You can Use Local Stores to Amplify Your Brand Message Potential Community: 1,639,153 (365 Local Outlets) 2,500% Increase Corporate Account Followers 70,431 (No Local Outlets) +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  36. 36. Local Success Story – Fort Madison, HyVee Hy-Vee - Chuck Osmanski Reach at Start: 36,300 Reach at End: 61,390 Reach Growth: 69% Total Posts: 347 Total Logins: 93 Networks Leveraged: Last 30 Days Lifetime +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  37. 37. Why Do Local Social? As a retail organisation with outlets, you have a head start in local social marketing. Through your stores you can:  Create local communities of engaged prospects and loyal customers  Build your brand at the local level with corporate support & direction  Reduce corporate media investment and increase the local impact of existing media investments Your stores give you a Unique Local Advantage +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  38. 38. Social Solutions3 Keys to success at the local level?
  39. 39. Simple, Fast, & Effective Regular & Relevant Content Capture Business from your Social Channels You want to close more business, so you need ways to capture interest in your social community Your prospects and customers are savvy, so the content you post needs to be fresh and engaging SMB owners are busy, so the local social marketing process has to be simple and fast 3 Keys to Success at the Local Level +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  40. 40. Social Solutions4 Keys to Success at the Corporate Level
  41. 41. 4 Keys to Success at the Corporate Level Maintain Consistent Brand Message & Marketing Strategy Across All Locations Post Content & Monitor Sentiment Across the Social Web Capture Sales from Local Networks Analyze Buzz, Sentimen t, Ads, Posts, a nd Comments  Built-in apps empower local stores to capture leads from local social advertising  Cross-post on 43 Networks  Monitor brand buzz locally & across social web  Monitor Local Brand Compliance  Amplify your brand message  Track compliance to brand guidelines with approval chains  Deliver corporate messages to a local audience  Track activity effectiveness for both Corporate & Local initiatives  Tailor reporting and analytics to your business +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  42. 42. So what were our client concerns? Will our local stores deliver our brand message correctly? Can I track local activity to see what works/doesn’t work? Will I know if stores are following plans/policy? Our local owners don’t know much about social marketing. +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
  43. 43. Social SolutionsThe END
  44. 44. Can retail brands mirror the success of some independent stores by becoming more local with social?

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