Why Local Social? October 2013

Social Solutions

Why

Local

Social?

Overview

Why Do Local Social?

3 Keys to Success at Local Level

4 Keys to Success at Corporate Level


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.


“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.”

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


Whole Foods local stores are empowered tomake decisions about what food they sell and local marketing.

Each location has a local marketer on staff.

Why Do Local Social?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.


Relationships are Local

Your customers live, work and shopin local communities.

Managing customer relationshipsis easier at the local level.


Therefore interaction needs to be local too

Why Do Local Social?Use Local Stores to

Amplify Your Brand Message

PotentialCommunity:

1,639,153(365 Local Outlets)

2,500% Increase

Corporate Account

Followers

70,431(No Local Outlets)

Local Success Story – Fort Madison, HyVee

Hy-Vee - Chuck Osmanski

Reach at Start: 36,300Reach at End: 61,390

Reach Growth: 69%

Total Posts: 347Total Logins: 93

Networks Leveraged:

Last 30 Days

Lifetime


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

Social Solutions

3 Keys

to Success

at the

Local

Level

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

Social Solutions

4 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 Content & Monitor

Sentiment Across the Social Web

Capture Sales from Local Networks

Analyze Buzz, Sentiment,

Ads, Posts, and 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

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.

So what about your concerns?

Will I know if wholesalers are following plans/policy?

Ability to view/report on all local store location activity

Deliver corporate messages locally

Monitor your brand buzz locally & across the social web

Monitor & Encourage Local Brand Compliance with Approval Chains

Will our local wholesalers deliver our brand message correctly?


Monitor & enforce local brand compliance with approval chains


Can I track local activity to see what works/doesn’t work?

Ability to view/report on all local store activity


Track activity effectiveness for both corporate & local

Reporting and Analytics tailored to your business


Our local wholesalers don’t know much about social marketing.

Hot Content for easy postingIntegrated local social advertising Built-in apps empower local stores

OR

SOCIAL MEDIA ASSISTANT: We’ll do the work!


Clients

RETAIL NGO/ASSN.

RESTAURANT AND FOODSERVICE

HEALTH AND WELLNESS REAL ESTATE

SERVICES AGENCY

FINANCE/INSURANCE CONSUMER

Social Solutions

Guy Timson

Business Director

[email protected]

+44 (0)1306 646791

+44 (0) 7885 025755

Why Local Social? October 2013

Business

Transcript of Why Local Social? October 2013