Local Matters - Kevin Barenblat, Context Optional

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Local Matters - Kevin Barenblat, Context Optional

  1. 1. Conversational Marketing Summit<br />New York, NY June 7, 2011<br />
  2. 2. CM Summit<br />Local Matters<br />Kevin Barenblat<br />CEO and Co-Founder<br />May 2011<br />
  3. 3. Software and Services<br />to Help You Succeed in Social<br />We provide the most powerful enterprise software tools<br />and services to help brands build, protect, manage <br />and measure brand presence and relationships on <br />the leading social networks.<br />SAN FRANCISCO . NEW YORK . LONDON<br />
  4. 4. National Brands:<br />Local Experiences<br />
  5. 5. Local Matters<br />
  6. 6. The Local Opportunity<br />1<br />2<br />3<br />Capitalize <br />on local engagement with local experiences<br />Foster loyalty at local level, reinforce national brand<br />Drive advocacy through WOM<br />
  7. 7. What You Need Before<br />Seizing the Opportunity<br />Blueprint<br />Foundation<br />
  8. 8. Blueprint: <br />Organize for Social<br />A<br />B<br />C<br />D<br />Be consumer-centric<br />Maintain national corporate marketing, oversight<br />Empower local managers<br />Geo-target audiences with relevant messaging<br />
  9. 9. Foundation: <br />Management Tools<br />Reinforce national brand by integrating local Pages and Places into a unified corporate Page<br />
  10. 10. Local Engagement<br />1<br />Capitalize <br />on local engagement with local experiences<br />
  11. 11. Allstate Empowers<br />Local Affiliates<br />Relationships are local. <br />Enable local affiliates:<br />• Roles and Permissions<br />• Approval workflow<br />• Content libraries<br />• Page templates<br />14K<br />Agents<br />
  12. 12. Charlotte Russe Creates <br />Local Experience<br />In store marketing and social and mobile offer <br />to drive in-store traffic<br />
  13. 13. Local Loyalty<br />2<br />Foster loyalty at local level, reinforce national brand<br />
  14. 14. LiveNation<br />Geo-Targets Fans<br />Relevant, local contests, sweepstakes, experiences and messaging.<br />
  15. 15. Safeway Addresses <br />Local Brand Talkers<br />Proactive community management for customer service recovery<br />
  16. 16. Drive WOM<br />3<br />Drive advocacy through WOM<br />
  17. 17. Virgin America Encourages<br />Check-Ins to Broadcast Advocacy<br />Location-based experiences create engagement which amplify brand advocacy<br />
  18. 18. Hot Topic Maintains Mindshare<br />Social engagement maintains brand preference. builds loyalty and creates WOM<br />
  19. 19. The Local Opportunity<br />1<br />2<br />3<br />Capitalize <br />on local engagement with local experiences<br />Foster loyalty at local level, reinforce national brand<br />Drive advocacy through WOM<br />
  20. 20. Thank You!<br />© CONTEXT OPTIONAL, PROPRIETARY AND CONFIDENTIAL<br />

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