This document discusses how analyzing geo-tagged social media data and consumer content can provide insights for businesses. It notes that over 2 billion pieces of consumer content monthly are geo-tagged. By listening across multiple consumer channels, businesses can better understand customer sentiment, identify issues at specific locations, and measure marketing campaigns. The document provides examples of companies that used local data analysis to identify staff training problems, daily deal impacts, and a franchise location with higher marketing returns.

1. Deriving Insights from
Social Local Data
Neil Crist
CEO - Venuelabs

2. Consumer content with geo-location

3. Consumer content with geo-location
• Mobile consumers leaving 4.1 billion activities & messages
monthly.
• 2 billion + are tagged with location
• >67% have photos have location tied
• 20% have distinct sentiment/mood (+/-)
• Geo tagged content will surpass non-geo consumer content
in the next 12-18 months.

4. Cross Signal Calibration is Critical
• Consumer channels >50 per location
• Difficult to anticipate which channels
are most active
• True understanding comes through
holistic listening across channels
• Profiles are created by consumers
• Traditional social media tools do not
surface this content

5. Location-based is Powerful “Last Mile” of Context
“What are my customers saying at the point
of purchase?“
“When our reputation is in trouble, how can I
identify the source issue?”
“What new channels are my customers engaging
with by brand on?”
“Which of my locations produce the best
customer experience?“
“Where can I best invest marketing dollars and
reach the right audiences?”

6. • Franchise Brand, 250 Locations
• Execute National Campaigns with
local execution by franchisees
• Local measurement insures
marketing compliance and provide
understanding local ROI
• Found 1 metro area with 4x the
return on campaign
• Analyzed and found they did not
follow campaign program, but
produced a better experience.
“With local listening and
measurement, we found one
franchise owner that was seeing
4x return on campaigns.”
- Steve S., Director of Marketing
Case Study: Local Marketing ROI
250 Location QSR Identifies New Marketing Opportunities

7. • Over 900 locations
• Found repeated patterns of improper
cleaning of pumps
• Discovered patterns of blocking
customer purchases
• Identified facility cleanliness and
safety issues
• Identified staff and managers that
needed to be let go.
“We found that staff were not
being properly trained, and it
was costing us significant
revenue every day.”
- John J., Regional Manager, West Stores
Case Study: Staffing, Customer Experience, Revenue
National Convenience Store Operator Identifies Staff Training Issues

8. • 90 Locations in 7 states, 3 countries
• Ran Groupon for all locations
• Sold out, high positive buzz
• On fulfillment, found local customer
sentiment issues following 3-4 weeks
• Identified trouble stores, customer
miscommunications
• Net impact to sentiment was more
negative long term
“There is more to the daily deal
than the day of the deal. We
followed customer sentiment at
our stores for weeks after to
discover what customers really
thought.”
- Julie T , VP of Marketing and Operations
Case Study: Measuring Daily Deals
Learned the Short-term and Long-term Impacts of Daily Deals

10. Neil Crist
Founder & CEO
Venuelabs
@neilcrist @venuelabs