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FROM VIRTUAL TO REALITY
Turning fans, followers, clicks and likes into
in-store shoppers
Presented by David Wesson
1st May...
WHAT I’M GOING TO TALK ABOUT TODAY
#1
The value of
location & in-store
social media
insights
#2
Targeting &
attracting you...
• Does social media really convert
into revenue & ROI ?
• What value does your social media
efforts have?
• Is it worth it...
WE ARE PART OF THE SOCIAL MOBILE GENRATION
Activities
• Highlighting fan posts
• Replies & liking posts
• Sharing
Actions
...
Activities
• Highlighting fan posts
• Replies & liking posts
• Sharing
Actions
Target engagement of our
audience to drive ...
THE RISE OF GEO-SOCIAL DATA
• Social Location Mobile
• The tagging of posts via location
on social media platforms.
• Acts...
The value of location & in-store
social media insights#1
• Powerful way to
understand conversation
at a hyperlocal level
• Opportunity for brands
to analyse how, where
and when cu...
MULTI LOCATION RETAILERS — NEIGHBOURHOOD VIEW
MANANGING MULTIPLE LOCATIONS
13.3M
INSTAGRAM REACH ACROSS CENTRES.
Combined audience from Instagram posts taken inside
Westfield centres.
(Based on tot...
KEY INFLUENCERS FROM WESTFIELD CENTRES
CHATSWOOD CITY CITY BONDI JCTN.
P’MATTA BONDI JCTN. CHATSWOOD CITY
Name:
sydneyfema...
Branded user-generated
content created in-store
INFLUENCER EXAMPLE
LAUREN BATH
454k followers
Per Post value: $3,632
• Total value Posts: $69,008
(19 posts x post value)
...
REAL-TIME TARGETED ENGAGMENT
• Engage with your customer target
audience in real-time
• Building a series of brand locatio...
THE POWER OF SOCIAL LOCAL INSIGHTS
It is not enough to understand what is
being said but where it is being said
and armed ...
Targeting & attracting
your customer audience#2
TARGETTING YOUR AUDIENCE THROUGH INSTAGRAM AD’S
ZONE TARGETING STRATEGY
• Create a number of Zones as part
of your targeting strategy.
• The main types of zones you may
w...
STEP 1
Set up a geo
targeted area
over your local
catchment area
STEP 1
* DISPLAY INCLUDES PLANNED MODULES.
sponsor event
...
STEP 1
click & drag the
instagram contest
module to your
event location
STEP 1
sponsor event
area
RUN ‘GEO-TARGETED’
INSTA...
• Set up a geo-targeted area over
your local catchment area to
promote the event at your outlet
as the perfect place to me...
• Set up a geo-targeted area over your
local catchment area to promote
your retail outlet as the perfect
lunchtime destina...
Engaging & converting your
customer audience in-store#3
CREATING ENGAGING EXPEREINCE’S
“Building brand affinity is about giving
people what they want and what people
want today f...
STEP 1
click & drag the
instagram contest
module to your
event location
STEP 1
visitors take a
selfie at the event
to ente...
REBEL SPORT WORLD CUP CASE STUDY
Our strategy focussed on helping the brands audience join the fun and excitement of
the w...
THE APPROACH
Positioning the
brand as the
home of football
& part of the
conversation .
Igniting our fans
passion to get
t...
TAPPING INTO OUR AUDIENCE’S PASSION!
All the photos were published via our Map Kats platform to Facebook gallery where our...
LEVERAGING USER-GENERATED CONTENT
All the photos were published via our Map Kats platform to Facebook gallery where our
co...
TURNING OUR FANS INTO BRAND ADVOCATES!
The winners of our Daily Prize Draw and Show your Colours contest became brand
advo...
THE RESULTS
• 1,300 entries and added
over
• +18.5K fans & followers
• +519% engagement uplift
• 3 million people reached
...
TACTIC TO BOOST
BRANDED UGC
ON-SITE
• deploy tactile engagement
prompts, e.g. “selfie mural
Frame from local artist
• Incl...
• deploy tactile engagement
prompts, e.g. “selfie Frame”
• maximise branding and call
to action in UGC.
• “Likes” mechanic...
ACTIVITIES
• Regionally targeted
Instagram Ads
• Publish user generated
content from locations
• Real time engagement at
l...
THE WRAP
• An opportunity for marketers
and brands to respond to and
interact with visitors in real-
time while at their l...
YOUR CHALLENGE !
• We call this new category social
location marketing and see it as
the next wave of opportunity for
bran...
THE TOOLS YOU NEED IN ONE PLATFORM
IN-STORE SOCIAL ANALYTICS
✓ Gather social media insights
created by shoppers in your st...
www.evolvesocial.com.au
david@evolvesocial.com.au
@wess
@evolvesocialau
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From Virtual to Reality: Turning fans, followers, clicks and likes into in-store shoppers

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Presentation by David Wesson of Evolve Social given at the Naturally Good Expo, Horden Pavillion Sunday 1st May 2016

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From Virtual to Reality: Turning fans, followers, clicks and likes into in-store shoppers

  1. 1. FROM VIRTUAL TO REALITY Turning fans, followers, clicks and likes into in-store shoppers Presented by David Wesson 1st May 2016
  2. 2. WHAT I’M GOING TO TALK ABOUT TODAY #1 The value of location & in-store social media insights #2 Targeting & attracting your customer audience #3 Engaging & converting your customer audience in-store
  3. 3. • Does social media really convert into revenue & ROI ? • What value does your social media efforts have? • Is it worth it? • Am I wasting my time? • Shouldn’t it be easier ? BIGGEST CHALLENGES
  4. 4. WE ARE PART OF THE SOCIAL MOBILE GENRATION Activities • Highlighting fan posts • Replies & liking posts • Sharing Actions Target engagement of our audience to drive action.
  5. 5. Activities • Highlighting fan posts • Replies & liking posts • Sharing Actions Target engagement of our audience to drive action. THE NEW MODEL CONTENT MATTERS Visual real-time world. Newsfeed is our creative canvas. Brand lifestyle Actions TARGETTING MATTERS Targeting accuracy Personalised relevant messages. Contextual s REACH MATTERS Maximse reach through advertising to drive better Results. Organic + paid activities. Target organic reach and paid reach of feasible number dependent upon the size of the audience you are LOCAL IMPACT MATTERS local proximity Not just fans Actions People, community Culture Sources: Unilever Facebook 2016 Playbook & Google mobile Path to Purchase Report.
  6. 6. THE RISE OF GEO-SOCIAL DATA • Social Location Mobile • The tagging of posts via location on social media platforms. • Acts as source of customer insights and potential engagement. • An opportunity for marketers and brands to respond to and interact with visitors in real- time while at their location • Create more connected contextual social brand experiences which can shape the consumer path to purchase.
  7. 7. The value of location & in-store social media insights#1
  8. 8. • Powerful way to understand conversation at a hyperlocal level • Opportunity for brands to analyse how, where and when customers are engaging with brands at specific locations, • Examine trends and what content topics are promoting the best engagement and act upon this information. SOCIAL LOCAL INSIGHTS
  9. 9. MULTI LOCATION RETAILERS — NEIGHBOURHOOD VIEW
  10. 10. MANANGING MULTIPLE LOCATIONS
  11. 11. 13.3M INSTAGRAM REACH ACROSS CENTRES. Combined audience from Instagram posts taken inside Westfield centres. (Based on total followers for all posts). We used Mapkats to conducted an insights review of 4 Westfield centres during the first 3 weeks of April 2016. The following pages include key data and analysis from a selection of 5,422 Instagram posts. WESTFIELD CASE STUDY INSIGHTS $202,393 EARNED MEDIA VALUE ACROSS CENTRES IN SAMPLE. Instagram CPM $8.00. Instagram CPE $0.25 (Likes) $0.30 (Comments). WESTFIELD CITY 8,836,203 $113,959 WESTFIELD BONDI JUNCTION 1,972,903 $33,546 WESTFIELD CHATSWOOD 2,183,239 $47,906 WESTFIELD PARRAMATTA 315,069 $6,982 CENTRE INSTAGRAM REACH EST EARNED MEDIA CENTRE INSTAGRAM REACH EST EARNED MEDIA CENTRE INSTAGRAM REACH EST EARNED MEDIA CENTRE INSTAGRAM REACH EST EARNED MEDIA
  12. 12. KEY INFLUENCERS FROM WESTFIELD CENTRES CHATSWOOD CITY CITY BONDI JCTN. P’MATTA BONDI JCTN. CHATSWOOD CITY Name: sydneyfemaleblogger Followed_by: 552,000 Post value: Name: jamesyammouniofficial Followed_by: 575,000 Post value: Name: ryanogilvy Followed_by: 187,000 Post value: Name: lickyourphone Followed_by: 78,900 Post value: Name: pixiecurtis Followed_by: 110,000 Post value Name: theonlyblondeone Followed_by: 158,000 Post value Name: shiraleecoleman Followed_by: 223,000 Post value Name: taramilktea Followed_by: 248,000 Post value: $1,984 $4,416 $4,600 $1,496 $631 $880 $1,264 $1,784
  13. 13. Branded user-generated content created in-store
  14. 14. INFLUENCER EXAMPLE LAUREN BATH 454k followers Per Post value: $3,632 • Total value Posts: $69,008 (19 posts x post value) • Value from engagement: $49,527.70 (198k engagements x CPE @ $0.25) Total media value generated from her posts at the event: $118,535.70
  15. 15. REAL-TIME TARGETED ENGAGMENT • Engage with your customer target audience in real-time • Building a series of brand locations to drive ongoing audience & product insights • Building your own proprietary list. • Leverage UGC from influencer & publishing to your own wall as paid posts. • Who are your local influencers ? • What products are they talking about ? • What events are happening locally ? • How can I leverage these ?
  16. 16. THE POWER OF SOCIAL LOCAL INSIGHTS It is not enough to understand what is being said but where it is being said and armed with this information it is possible to reach, target, and engage your audience more effectively. “ “
  17. 17. Targeting & attracting your customer audience#2
  18. 18. TARGETTING YOUR AUDIENCE THROUGH INSTAGRAM AD’S
  19. 19. ZONE TARGETING STRATEGY • Create a number of Zones as part of your targeting strategy. • The main types of zones you may wish to set up are Awareness and Engagement Zones. • An awareness zone can be centered around the catchment area your retail location or event. • An Engagement Zone you may wish to set up geo-targeted awareness areas in where you can run a series of Instagram ads. • These can be localised to each different awareness area, e.g. you may set up an event promoting your business to this audience.
  20. 20. STEP 1 Set up a geo targeted area over your local catchment area STEP 1 * DISPLAY INCLUDES PLANNED MODULES. sponsor event area RUN IN-STORE ‘GEO-TARGETED’ INSTAGRAM SALES ADS How does it work? STEP 1 – Create a series of engaging posts to use over the course of your sale with a strong call to action letting people when and how long the sale is on for. STEP 2 –Set up a geo-targeted area over your local catchment area to promote your shop as the perfect destination to pick up a sales bargain and Target your audience in the lead up to the weekend and Thursday evening to let your audience is on. STEP 3 - Include a call to action that highlights selected products that are on sale. Include a call to action that highlights selected products that are on sale. Target your audience in the lead up & at key times. STEP 2
  21. 21. STEP 1 click & drag the instagram contest module to your event location STEP 1 sponsor event area RUN ‘GEO-TARGETED’ INSTAGRAM ADS AT LOCAL EVENTS. How does it work? STEP 1 - connect to your ‘ads manager’ in Facebook . STEP 2 - click which ad you want to select ‘drive to website ,promote page, boost engagement & select the catchment area. STEP 3 - choose your normal Facebook/Instagram ads management parameters such as reach, budget, etc. STEP 4 - load your Instagram ad and complete the transaction and your ad will be displayed to those people in the catchment area selected. INSIGHT -YOU DON’T NEED A PHYSICAL PRESENCE TO TAKE ADVANTAGE ADS visitors take a selfie at the event to enter the competition STEP 2
  22. 22. • Set up a geo-targeted area over your local catchment area to promote the event at your outlet as the perfect place to meet with friends have a glass of wine and try sample some healthy foods with one of your local influencers • Run ads that promote the event in the lead up to and on the day of the event. • Include a call to action that includes ‘snap a photo with our influencer and win a health food hamper worth $250. ATTRACTING CUSTOMERS TO YOUR IN-STORE EVENT
  23. 23. • Set up a geo-targeted area over your local catchment area to promote your retail outlet as the perfect lunchtime destination. • Target your audience in the lead-up and during lunch time. • Include a call to action to get 10% off the lunchtime special for Instagram fans. • Run ads that promote the event in the lead up to and on that night. • Include a call to action that includes ‘book tickets now’ or a photo contest at the event. ATTRACTING WALK-IN CUSTOMERS
  24. 24. Engaging & converting your customer audience in-store#3
  25. 25. CREATING ENGAGING EXPEREINCE’S “Building brand affinity is about giving people what they want and what people want today from a brand is an experience— something memorable, something they can connect with, and share with their friends, something that makes them feel like more of a participant and less like a customer.” “ “
  26. 26. STEP 1 click & drag the instagram contest module to your event location STEP 1 visitors take a selfie at the event to enter the competition STEP 2* DISPLAY INCLUDES PLANNED MODULES. sponsor event area RUN IN-STORE ‘GEO-TARGETED’ INSTAGRAM CONTESTS M APKATS How does it work? STEP 1 - Use Mapkats to create a 'geo-fenced' location around your outlet . STEP 2 - People need to be at that location when they take their Instagram photo for their entry to be included in the photo contest. STEP 3 - Login to your Mapkats administration panel to see the Instagram photos that were taken at that location and publish the ones you like to your Facebook page. STEP 4 - Visitors to your Facebook page can then like their favourite photos and the most popular photo wins a prize. WIN
  27. 27. REBEL SPORT WORLD CUP CASE STUDY Our strategy focussed on helping the brands audience join the fun and excitement of the world cup and positioning the brand as part of the conversation. .
  28. 28. THE APPROACH Positioning the brand as the home of football & part of the conversation . Igniting our fans passion to get them to take part in the experience themselves. Providing the opportunity for our fans to express their feelings. TELLING OUR STORY DRIVING AWARENESS ENGAGE & EXCITE PROMOTING ADVOCACY 1 2 3 4 Driving product awareness and reach of our campaign through a series coordinated activities.
  29. 29. TAPPING INTO OUR AUDIENCE’S PASSION! All the photos were published via our Map Kats platform to Facebook gallery where our community could vote on their favourites and the four photos with the most likes each week were chosen as our finalists and a winner selected.
  30. 30. LEVERAGING USER-GENERATED CONTENT All the photos were published via our Map Kats platform to Facebook gallery where our community could vote on their favourites and the four photos with the most likes each week were chosen as our finalists and a winner selected.
  31. 31. TURNING OUR FANS INTO BRAND ADVOCATES! The winners of our Daily Prize Draw and Show your Colours contest became brand advocates and took to social media to show their delight to their own social networks with a deluge of User generated content and product conversation driving further reach of our campaign and awareness of Rebel merchandise.
  32. 32. THE RESULTS • 1,300 entries and added over • +18.5K fans & followers • +519% engagement uplift • 3 million people reached • Record levels of merchandise sales across it’s 200+ retail stores.
  33. 33. TACTIC TO BOOST BRANDED UGC ON-SITE • deploy tactile engagement prompts, e.g. “selfie mural Frame from local artist • Include brand tag & username • Re post in brand feed. • “Best photo monthly prize” • Brand awareness in your neighborhood.
  34. 34. • deploy tactile engagement prompts, e.g. “selfie Frame” • maximise branding and call to action in UGC. • “Likes” mechanic in Facebook. • Using UGC from event to promote next location. TACTIC TO BOOST BRANDED UGC AT EVENT
  35. 35. ACTIVITIES • Regionally targeted Instagram Ads • Publish user generated content from locations • Real time engagement at location. ACTIONS • Target customers see retail promotions through Instagram ads and their friends content in shared feeds. • Increased awareness & interest via brand advocate content from instore experiences. PROMOTE PURCHASE FACILITATE CONSIDEARTION ACTIVITIES • In-store Instagram contest • Take up Instagram offers promoted via Instagram. ACTIONS • Promote sales by people trying products. • In-store user content promotes advocacy. ACTIVITIES • Geo-targeted Instagram content at location. • Locally targeted Instagram ads. ACTIONS • People drawn to promotion at location . • Awareness of in-store offers from localised Instagram ads INCREASE AWARENESS USER GENERATED CONTENT THE CUSTOMER PATH TO PURCHASE AMPLIFY customer retail experiences 1.TARGETED REACH 2. ON-SITE ENGAGEMENT 3. ON-SITE CONVERSION Customers share their retail experiences
  36. 36. THE WRAP • An opportunity for marketers and brands to respond to and interact with visitors in real- time while at their location • Create more connected contextual social brand experiences which can shape the consumer path to purchase. • Don’t underestimate the power of social sharing and UGC • Quite simply authentic content created by raving fans is the best type of advertising any brand can get! • Create the right environment-be visible but give people some thing to talk about
  37. 37. YOUR CHALLENGE ! • We call this new category social location marketing and see it as the next wave of opportunity for brands and marketers alike to fully leverage the data from the social cloud. • So the challenge today for brands marketing to the social mobile generation is to be more creative and combine it with technology to turn your target audience on social media into customers.
  38. 38. THE TOOLS YOU NEED IN ONE PLATFORM IN-STORE SOCIAL ANALYTICS ✓ Gather social media insights created by shoppers in your stores. ✓ Analyse the customer conversation occurring in-store. ✓ Calculate the media value of user generated content created in- store. ✓ Identify key social media performance indicators in your stores including reach, engagement and media value. IN-STORE INSTAGRAM PROMOTIONS ✓ Define your in-store contest locations to promote more foot traffic. ✓ Filter entries by location to manage multiple store promotions. ✓ Set your promotion period to run during key periods to boost traffic and maximise customer engagement. IN-STORE INFLUENCER MARKETING ✓ Discover key influencers at your locations and engage with them directly using the Mapkats Instagram comments tool. ✓ Create contact lists based on shop locations, preferred brands and lifestyles of your key influencers. ✓ Calculate media value of key influencer posts based on reach and engagement. PUBLISHING USER GENERATED CONTENT ✓ Review Instagram pictures taken in your stores, filtered by date and locations and publish to Facebook, websites and media walls. ✓ Measure engagement of your Instagram and Facebook posts to promote high performing content in your Facebook wall. ✓ Syndicate published Instagram content to partner Facebook pages and websites, with logo watermarking. MAPKATS WWW.MAPKATS.COM
  39. 39. www.evolvesocial.com.au david@evolvesocial.com.au @wess @evolvesocialau

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