can retail brands become more local with social? social media week london - 26th september 2013
DESCRIPTION
Here's the full deck of what Roger, Nicholas & Evelyn had to say at our event "Can retail brands become more local with social?" at The Hospital Club on Friday 26th September 2013 - we hope you enjoy itTRANSCRIPT
Can retail brands mirror the success of some independent stores by becoming more local with social?
#smwlocalsocial
TraackrInfluencer Marketing
From @traackr @nicochabs
Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
Offering: Social Media Management Software (SMMS) specialising in local: social delivered as a Service (SaaS)
Offices: NYC, Chicago, London, Norwalk CT (HQ) Founded: 1998
@Engage121_EMEA
Serving: 283 enterprise and corporate clients, including nearly 7,000 local outlet accounts
Introduction: Evelyn Timson, General Manager, EMEA
Sep 2010: Launched Engage121
Oct 2010: Mashable: Top Five SMMS for Business
Nov 2011: Mashable: Finalist, Digital Company of the Year
May 2012: Gartner Cool Vendor: Customer Service & Social CRM
TraackrInfluencer Marketing
SOCIAL MEDIA WEEK-LONDON 2013
SOCIAL INFLUENCE FOR LOCAL BUSINESS: HOW TO MAKE IT WORK ?
TraackrInfluencer Marketing
“You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.”
P. SheldrakeThe business of influence
But what is actually influence ?
TraackrInfluencer Marketing Who do you trust
for your purchase decisions ?
TraackrInfluencer Marketing Influencer marketing is about
generating positive impact (advocacy) towards your target through the social capital of selected individuals
TraackrInfluencer Marketing
ONE KEY CHALLENGE OF INFLUENCER MARKETING : IDENTIFYING THE RIGHT AUDIENCE
TraackrInfluencer Marketing 3% of individuals
generate 90% of the impact
TraackrInfluencer Marketing And they are unique
to the context they operate in
TraackrInfluencer Marketing
Is he the right influencer for you ?
TraackrInfluencer Marketing
3 levels of potential target influencers to consider in your strategy
TraackrInfluencer Marketing Ex: Finding influencers
on Manchester restaurants
TraackrInfluencer Marketing Finding influencers on
Manchester restaurants...and their connections
TraackrInfluencer Marketing Ex: Finding
influencers on local activities
TraackrInfluencer Marketing
And now the really important question
TraackrInfluencer Marketing
WHAT IS THE ROI ?
And now the really important question
TraackrInfluencer Marketing
The good news: real ROI can be easy to measure for local retailOnline coupons or offers enable good tracking and attribution
Lovely picture over Summerstown taken by my neighbour Keith
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DIGITALLY EFFICIENT CONTENT=VIDEO XPICTURESXWORDS
Social SolutionsWhy Local Social?
Overview
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Why Do Local Social?
3 Keys to Success at the Local Level
4 Keys to Success at the Corporate Level
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:
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
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.”
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Why Do Local Social?
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
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Why Do Local Social?
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.
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in 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:
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Why Do Local Social?
Relationshipsare LocalYour customers live, work and shop in local communities. Managing customer relationships is easier at the local level.
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Why Do Local Social?
Therefore interaction also needs to be local too
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Why Do Local Social?
You can 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)
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
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
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
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
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Social Solutions3 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
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Social Solutions4 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
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
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.
+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
Social SolutionsThe END
Can retail brands mirror the success of some independent stores by becoming more local with social?