Monica Ho discussed strategies for effective local social media engagement. She explained that brands should 1) know their customers and communities, 2) keep content local, 3) focus on meaningful interactions like questions and personal stories, 4) post when audiences are most active, and 5) create a consistent posting schedule. Ho noted that managing social media at scale across many accounts is challenging without tools. Her company, SOCi, provides an automation platform to schedule and post content to multiple social profiles at once while tracking engagement. She highlighted success with Greystar, which saw large increases in reach and engaged users using SOCi.

1. LSA18:
Local-Social Engagement
Strategies for Brands
Presented by:
MONICA HO - CMO, SOCi

2. Monica Ho
CMO, SOCi Inc.
My Journey:
Started in Yellow Pages (TMP)
Launched an Interactive Agency (15Miles)
Scaled a Mobile Co. to an award-winning,
globally renowned brand
SOCi – A Leading Social & Reputation Management Platform
Yellow Pages - Digital - Mobile - Social Media

3. Social Media Is Huge
THE STATE OF SOCIAL MEDIA IN 2018
91%
OF BRANDS USE 2 OR MORE
SOCIAL MEDIA SITES
3 Billion+
MONTHLY ACTIVE SOCIAL
MEDIA USERS
121+ MM
SOCIAL MEDIA USERSHIP
GROWTH BETWEEN Q3 AND
Q4 IN 2017

4. And Now Affects Every Part of Your Business
SOCIAL MEDIA & BUSINESS TODAY
Customer
Acquisition
Second only to
referrals
Purchase
Decisions
78% of purchase
decisions are influenced
by Social Content*
Customer
Care
70% of consumer turn
to social for customer
care issues**
Sources:
*Social Media Today / Market Force
**Social Media Today - Social Media Customer Service and Trends, Jan 2017

5. …So What’s The Problem?
Getting Social Right Is Hard.

6. Facebook & Twitter have changed.
Recent Industry Changes
INDUSTRY CHANGES

7. In a recent survey of over 500+ social marketers improving overall social engagement
and developing engaging content were the top marketing challenges
A Top Social Media Challenge
Improving overall social engagement 61.99% 331
Reputation Management (Reviews/Comments) 51.87% 277
Developing Engaging Content 51.87% 277
Generating Business Leads 35.02% 187
Improving Brand Reputation 34.64% 185
Scheduling of Content 34.27% 183
Leveraging Social Media Advertising 28.46% 152
Proving Performance/ROI 26.59% 142
Brand Consistency 25.28% 135

8. Social Media Strategies
for effective consumer
engagement
6

9. 1. Know Your Customers/Community
1 | KNOW YOUR CUSTOMERS
Age
Location
Job
Title
Income
Pain
Points
Most Used
Social
Network

10. Knowing Your Audience
KNOWING YOUR AUDIENCE
YouTube
US Adult UsageSocial Channel Age Range
73% Male
Gender
18-49
Facebook
Instagram
Pinterest
Snapchat
LinkedIn
Twitter
68% Female 18-49
35% Female < 35
29% Female 18-64
27% Equal < 24
25% Equal 25-49
24% Male 18-29

11. 85%
HTTP://WWW.SOCIALMEDIATODAY.COM/MARKETING/MASROOR/2015-05-28/SOCIAL-MEDIA-BIGGEST-INFLUENCER-BUYING-DECISIONS
OF BUSINESS PAGE
ENGAGEMENT TAKES PLACE
ON LOCAL PAGES
2. Keep It Local
2 | KEEP IT LOCAL

12. 17.5X
Cumulative
Growth
in Local Pages
65M
50M
40M
30M
15M
4M
Growth in Local Pages
Growth is in Local Pages + Reviews
GROWTH IN LOCALHTTP://WWW.SOCIALMEDIATODAY.COM/MARKETING/MASROOR/2015-05-28/SOCIAL-MEDIA-BIGGEST-INFLUENCER-BUYING-DECISIONS
HTTPS://EXPANDEDRAMBLINGS.COM/INDEX.PHP/FACEBOOK-PAGE-STATISTICS/
Facebook Google Yelp TripAdvisor FourSquare
2012 2013 2014 2015 2016 2017
Growth in Reviews
Google &
Facebook
Dominate
Local Reviews

13. 3. Focus on Meaningful Interactions
3 | FOCUS ON MEANINGFUL INTERACTIONS
Conversations Shares Reactions

14. Ideas for Creating Engaging Content
CREATING ENGAGING CONTENT
Questions
Relevant
Topics
Visual
Content
Personal
Stories
Recipes
New Pizza Shack Items
Easy DIY Recipes
Local Events
Pizza Shack Events
Etc…

15. Unfortunately there’s no perfect time but there are better times.
4. Post When It Matters Most
OPTIMAL TIMES TO POST
Facebook
Instagram
LinkedIn
Twitter
Best Day
Pinterest
Social Channel Best Time
TH, F, SA, SU 9am, 1pm & 3pm
M, TH 2am, 8-9am, 5pm
SA, SU 2am, 2pm, 9pm
T, W, TH 7-8am, 12pm, 5-6pm
W 12pm, 3pm, 5-6pm
HTTPS://WWW.MEETSOCI.COM/BLOG/THE-BEST-DAYS-AND-TIMES-TO-POST-TO-SOCIAL-MEDIA/

16. 5. Create A Consistent Schedule
5 | CREATE A CONSISTENT SCHEDULE

17. Have a plan for each social channel
Finding Optimal Engagement
FINDING OPTIMAL ENGAGEMENTCOSCHEDULE; HTTPS://BLOG.HUBSPOT.COM/MARKETING/BEST-TIMES-POST-PIN-TWEET-SOCIAL-MEDIA-INFOGRAPHIC
Facebook
1-2
times per day
Instagram
1-2
times per day
LinkedIn
0-1
times per day
Twitter
15
times per day
Pinterest
11
times per day

18. 6. Track, Analyze
& Optimize
6 | TRACK, ANALYZE & OPTIMIZE

19. Most Social Networks Offer Social Media
Metrics & Insights for Free:

20. How Do I Scale These Strategies
Across 100s or 1,000s of
accounts/pages?

21. Your Success Team
Your client success team is here to ensure the optimal results for your social media strategy.
Yesterday’s single-solution tools are
fragmented, costly, and inefficient.
Management Becomes
Overwhelming
Content Procurement
Asset Management
Mass Publication
Campaign Tools
Listening & Responding
Workflow Management
Analytics & Reporting
Reputation Management
THE PROBLEM

22. Find content, create groups, post at peak traffic times &
correspond with customers from a single platform.
Solution: SOCi Automates Social
THE SOLUTION
Create Libraries
to House
Topical Content
Create Client
Groups to
Post Content To
Auto-Notifications
to Clients
Easily Analyze and Track
the Performance of
Your Content
Find Proven
Industry Content
Schedule for
Peak Time
Posting

23. Greystar Real Estate, LLC (“Greystar”) is
the largest operator of apartments in the
United States managing over 400,000
units in over 160 markets globally.
Success Story: Greystar
6 | TRACK, ANALYZE & OPTIMIZE
Increase in reach of 187%
An average of 17,000 people reached
per property per month
Increase in Engaged Users of 114%
An average of 490 engaged users
per property per month.

24. Social Is A Complicated Landscape
THE SOCIAL LANDSCAPE

25. monica@meetsoci.com
www.meetsoci.com
#meetsoci
We Are Here To Help