why local social? - november 2013
TRANSCRIPT
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Social Solutions
Why
Local
Social?
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Overview
Why Do Local Social?
3 Keys to Success at Local Level
4 Keys to Success at Corporate Level
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Why Do Local Social?
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.
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Why Do Local Social?
“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.”
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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
Why Do Local Social?
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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?
Why Do Local Social?
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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.
Why Do Local Social?
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Relationships are LocalYour customers live, work and shopin local communities.
Managing customer relationshipsis easier at the local level.
Why Do Local Social?
Therefore interaction needs to be local too
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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)
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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
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Why Do Local Social?
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
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Social Solutions
3 Keys
to Success
at the
Local
Level
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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
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Social Solutions
4 Keys
to Success
at the
Corporate
Level
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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
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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.
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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
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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
So what about your concerns?
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Can I track local activity to see what works/doesn’t work?
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
So what about your concerns?
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Our local wholesalers don’t know much about social marketing.
Hot Content for easy posting Integrated local social
advertising Built-in apps empower local
stores
OR
SOCIAL MEDIA ASSISTANT: We’ll
do the work!
So what about your concerns?
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Clients
RETAIL NGO/ASSN.
RESTAURANT AND FOODSERVICE
HEALTH AND WELLNESS REAL ESTATE
SERVICES AGENCY
FINANCE/INSURANCE CONSUMER
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Social Solutions
Guy Timson
Business Director
+44 (0)1306 646791
+44 (0) 7885 025755