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Why local social?
This document discusses strategies for successful local social marketing. It outlines 3 keys to success at the local level: having a simple, fast and effective process; posting regular and relevant content; and capturing business from social channels. It also outlines 4 keys to success at the corporate level: maintaining a consistent brand message and strategy; posting and monitoring content and sentiment across networks; capturing sales from local networks; and analyzing various social media metrics. The document aims to address typical client concerns around ensuring local outlets properly represent the brand, monitoring their compliance, and tracking the effectiveness of local activities.
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Why local social?
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- 2. Overview Why Do LocalSocial? 3 Keys to Success at Local Level 4 Keys to Success at Corporate Level
- 3. Why Do LocalSocial? 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.
- 4. Why Do LocalSocial? “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.”
- 5. Why Do LocalSocial? 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
- 6. Why Do LocalSocial? 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. Why Do Local Social?
- 7. Why Do LocalSocial? 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.
- 8. Why Do LocalSocial? Relationships are Local Your customers live, work and shop in local communities. Managing customer relationships is easier at the local level. Therefore interaction needs to be local too
- 9. Why Do LocalSocial? Use Local Stores to Corporate Account Followers Amplify Your Brand Message 70,431 (No Local Outlets) Potential Community: 1,639,153 (365 Local Outlets) 2,500% Increase
- 10. Local Success Story– Fort Madison, HyVee Hy-Vee - Chuck Osmanski Last 30 Days Reach at Start: 36,300 Reach at End: 61,390 Reach Growth: 69% Total Posts: 347 Total Logins: 93 Lifetime Networks Leveraged:
- 11. Why Do LocalSocial? Your stores give you a Unique Local Advantage 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
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- 13. 3 Keys toSuccess at the Local Level Simple, Fast, & Effective SMB owners are busy, so the local social marketing process has to be simple and fast Regular & Relevant Content Capture Business from your Social Channels Your prospects and customers are savvy, so the content you post needs to be fresh and engaging You want to close more business, so you need ways to capture interest in your social community
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- 15. 4 Keys toSuccess at the Corporate Level Maintain Consistent Brand Message & Marketing Strategy Across All Locations Post Content & Monitor Sentiment Across the Social Web Amplify your brand message Cross-post on 43 Networks Track compliance to brand guidelines with approval chains Monitor brand buzz locally & across social web Deliver corporate messages to a local audience Monitor Local Brand Compliance 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 Track activity effectiveness for both Corporate & Local initiatives Tailor reporting and analytics to your business
- 16. So what wereour client concerns? Will our local stores deliver our brand message correctly? Will I know if stores are following plans/policy? Can I track local activity to see what works/doesn’t work? Our local owners don’t know much about social marketing.
- 17. So what aboutyour concerns? Ability to view/report on all local store location activity Deliver corporate messages locally Monitor your brand buzz locally & across the social web Will I know if wholesalers are following plans/policy? Monitor & Encourage Local Brand Compliance with Approval Chains
- 18. So what aboutyour concerns? Will our local wholesalers deliver our brand message correctly? Monitor your brand buzz locally & across the social web Monitor & enforce local brand compliance with approval chains
- 19. So what aboutyour concerns? Ability to view/report on all local store activity Monitor your brand buzz locally & across the social web Track activity effectiveness for both corporate & local Reporting and Analytics tailored to your business Can I track local activity to see what works/doesn’t work?
- 20. So what aboutyour concerns? Hot Content for easy posting Integrated local social advertising Built-in apps empower local stores OR SOCIAL MEDIA ASSISTANT: We’ll do the work! Our local wholesalers don’t know much about social marketing.
- 21. Clients RETAIL NGO/ASSN. RESTAURANT AND FOODSERVICE HEALTHAND WELLNESS SERVICES FINANCE/INSURANCE REAL ESTATE AGENCY CONSUMER
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