winning at social through local store engagement from drs, 7.28.14

Winn ng at S cial throughL cal Engagement

@shoneys@damontales

@vertmob@kplanovsky

The Problem• Social grew up with a top-down approach• Recent innovations have changed the game• Most software supports the “old paradigm”• Mobile devices augment the social experience• Marketing organizations are slow to change• Corporate vs. Franchise stores can complicate

Top-Down, one-size-fits-all global

engagement systems and strategies.

De-centralized, bottom-up, localized

systems & opportunities

Growing up Social

New User Habits• Generally 50%+ social activity is mobile• Users sharing photos with geo & venue tags• More local searches with social context• Fans prefer locally relevant content the most• Customers expect swift social customer svc.• Sales needs & trends often vary by location

The New

New Goals

Increase Digital Word of Mouth & Reviews

Drive Trial Sales from New Audiences

Locally promote new restaurant openings

Capture engagement with current guests

New Digital Focus

LoMo

data provided by:

Brand vs. Bricks

- Fans love the brand- Corporate Marketing Staff- Focused on brand KPIs- Leads over-arching strategy- Oversees quality experience

- Fans love this location- Retail/Foodservice Staff- Focused on Same Store Sales- Supports strategy w/ local- Deals with customer service

The Solution

A page for every location!

A manager for every page!

Organized Venue Grouping!

Global + Local work together!

Technology bridges the gap!

Activate Local Fan Bases

Both local & brand content

Parent/Child Setup

helps EdgeRank

Fans of the store & the

brand!

Local Store Social SEO

Recognizable branding &

naming

No local presence

Pages for other languages &

countries

Inconsistent branding &

images

Populates locations

closest to me

Lacking in mgmt, activity &

engagement

Local Offers & Reviews

Facebook Offers only available to local pages

Reviews are also exclusive to local pages

Cross-linking other local accounts

Technology Solutions

MomentFeed- Enterprise focus- Active syncing- Mobile Apps- White-listed API

Vert SBM- Mid-size focus- Publishing & KPIs- Local engagement- Content planning

Yext- Enterprise focus- Data integrity- Passive directories- Review reporting

Sweet IQ- Mid-size focus- Similar to Yext- Review site focus- Expanding social

Varying levels of support, strengths & pricing

Considerations & Pitfalls

Legal (Franchises)

Organizational Setup

Software is a must

Clear Staff Roles

Budget Structures

Thanks!

Now, Grill Us!#SHOLOMO