reach your local customers with social media
DESCRIPTION
Melanie Roth Director - National Sales, MediativeTRANSCRIPT
October 8, 2014 ¢ Mediative.com!
REACH YOUR LOCAL CUSTOMERS !WITH SOCIAL MEDIA!Presented by Melanie Roth [email protected]!
2!
MORE THAN !15 MILLION
BUSINESSES ARE ON FACEBOOK!
3!
1. Tim Hortons " ""2. Subway" " "!3. Target ""4. Skittles!5. Canadian Tire!6. iTunes!7. Air Miles!8. iTunes Festival!9. Oreo!10. Coca-Cola!
IN CANADA – TOP 10!
2 TYPES OF BUSINESSES ON SOCIAL MEDIA:
BRANDS & RETAILERS!
4!
1. Tim Hortons " "!2. Subway" " "!3. Target "!4. Skittles!5. Canadian Tire!6. iTunes!7. Air Miles!8. iTunes Festival!9. Oreo!10. Coca-Cola!
IN CANADA – TOP 10!
SHOULD RETAILERS HAVE THE SAME
STRATEGY AS BRANDS?!
A COUPLE OF QUESTIONS!
"SOLOMO!
(Social – Local – Mobile)!
"LOCAL SOCIAL!
8!
ONE CONSTANT:!!LOCAL!
WHY A LOCAL SOCIAL STRATEGY?!
SOCIAL = MOBILE!
71% of Canadians use their mobile phone to access social media.!
11!
LOCAL SEARCH = PURCHASE INTENT!
VS!
50%! 34%!
% of consumers who visit a store within a day of their local search!
12!
WHAT ARE THEY LOOKING FOR?!
BUSINESS HOURS!
ADDRESS - DIRECTIONS!
RATINGS & REVIEWS!
13!
ALL OF THIS INFORMATION
IS LOCAL!
14!
AND ONCE THEY BUY?!
They will share:!
• “Check in” & “Like”!• Photos!• Comments!
15!
ARE YOU CAPTURING ALL
OF THIS INFORMATION?!
16!
IS IT IMPORTANT FOR THE SUCCESS
OF YOUR BUSINESS?!
THE OPPPORTUNITY!
Social Media Strategy!
Local SEO!
Advertising!
Customer Experience!
18!
AFFECTS YOUR ENTIRE
ORGANIZATION!
19!
AFFECTS YOUR ENTIRE
ORGANIZATION!
Social Media Strategy
1. BRAND PROTECTION & CONSISTENCY!2. INCREASE REACH & FREQUENCY!
20!
BRAND CONSISTENCY!
"For this Brand"it is close to !"400,000 fans forgotten!
21!
BRAND PROTECTION!
Personne X è Colossus Laval!“J’aimerais savoir pourquoi tous les films ne sont maintenant offert qu’en anglais […]”!!Colossus Laval è Personne X!“If ur not happy go to guzzo”!
22!
INCREASE REACH & ENGAGEMENT!
VS!
23!
AN EXAMPLE!
CORPORATE BRAND PAGE! LOCAL PAGE!
AVERAGE ENGAGEMENT !RATE = 0.28%!
AVERAGE ENGAGEMENT !RATE = 1.84%!
24!
AFFECTS YOUR ENTIRE
ORGANIZATION!
Social Media Strategy
Local SEO
THE IMPORTANCE OF THE !RIGHT GEO-CODE!
25!
26!
"YOU’VE ARRIVED!"AT YOUR DESTINATION!
SOCIAL!
3 PILLARS OF A STRONG LOCAL SEO STRATEGY!
27!
ONSITE OPTIMIZATION!
OFFSITE OPTIMIZATION!
AFFECTS YOUR ENTIRE
ORGANIZATION!
28!
Social Media Strategy
Local SEO
Adver4sing
FREE IMPRESSIONS!!WHAT COULD BE BETTER?!
29!
TAKE ADVANTAGE OF THE CHECK-IN!
A MEDIA WEIGHT NOT TO BE OVERLOOKED!
30!
TAKE ADVANTAGE OF THE CHECK-IN!
70 IMPRESSIONS ON AVERAGE X 725,000 FACEBOOK CHECK-INS = 50,750,000 IMPRESSIONS !
31!
TAKE ADVANTAGE OF THE CHECK-IN!
50,750,000 IMPRESSIONS X $8 CPM = VALUE OF $406,000 IN MEDIA!
Customer Service
AFFECTS YOUR ENTIRE
ORGANIZATION!
32!
Social Media Strategy
Local SEO
Adver4sing
YOUR CONSUMERS ARE !TALKING TO YOU!
33!
WHO IS ANSWERING THEM?!
FRANCHISEES – BE AWARE!
35!
YOUR MESSAGE IN TRADITIONAL MEDIA HAS TO BE ALIGNED WITH YOUR LOCAL SOCIAL STRATEGY!
STEPS TO SUCCESS!
AUDIT!
Total % Total Locations 2,025 100%
Duplicate Foursquare Venue 1,094 54.0%
Missing Foursquare Venue 243 12.0%
Duplicate Facebook Places 3,240 160.0%
Missing Facebook Places 668 33.0%
Missing Google+ Local pages 1,458 72.0%
Metric Historic Total Facebook Check-ins 2,895,346
Facebook Likes 592,429
Foursquare Check-ins 1,011,075
Foursquare Tips 8,051
Foursquare Photos 12,481
Instagram Photos 83,583
Total Engagements 4,602,965
TO UNDERSTAND WHERE YOU’RE AT!
38!
CREATE YOUR PAGES!
FOCUS ON THE MOST IMPORTANT PLATFORMS!
39!
LISTEN!
40!
PLAN – TEST– MEASURE!
THE RESULTS!
A RESTAURANT CHAIN!
1 Marke4ng Manager 42 Loca4ons 168 Local Pages 385 Response to Customers
3,7 millions Incremental Facebook Impressions
2,0 millions Incremental Consumers Reached
1
15
1
Marke4ng Director
Minutes per day
Local Social PlaMorm
One Month of Data!
43!
COME MEET US AT THE !MEDIATIVE KIOSK!
MEDIATIVE.COM/DTLQC!
mediative.com/contact
mediative.com/youtube
mediative.com/linkedin mediative.com/facebook
mediative.com/twitter
mediative.com/googleplus
CONTACTEZ NOS EXPERTS NUMÉRIQUES
12-09-11 - Mediative.com!