Reach Your Local Customers With Social Media
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Melanie Roth Director - National Sales, Mediative
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Reach Your Local Customers With Social Media
- 1. REACH YOUR LOCAL CUSTOMERS ! WITH SOCIAL MEDIA! Presented by Melanie Roth melanie.roth@mediative.com! October 8, 2014 ¢ Mediative.com!
- 2. 2! MORE THAN ! 15 MILLION BUSINESSES ARE ON FACEBOOK!
- 3. 3! IN CANADA – TOP 10! 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! 2 TYPES OF BUSINESSES ON SOCIAL MEDIA: BRANDS & RETAILERS!
- 4. 4! IN CANADA – TOP 10! 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! SHOULD RETAILERS HAVE THE SAME STRATEGY AS BRANDS?!
- 5. A COUPLE OF QUESTIONS!
- 6. " SOLOMO! (Social – Local – Mobile)!
- 8. 8! ONE CONSTANT:! ! LOCAL!
- 9. WHY A LOCAL SOCIAL STRATEGY?!
- 10. SOCIAL = MOBILE! 71% of Canadians use their mobile phone to access social media.!
- 11. 11! LOCAL SEARCH = PURCHASE INTENT! 50%! 34%! VS! % of consumers who visit a store within a day of their local search!
- 12. 12! WHAT ARE THEY LOOKING FOR?! BUSINESS HOURS! ADDRESS - DIRECTIONS! RATINGS & REVIEWS!
- 13. 13! ALL OF THIS INFORMATION IS LOCAL!
- 14. 14! AND ONCE THEY BUY?! They will share:! • “Check in” & “Like”! • Photos! • Comments!
- 15. 15! ARE YOU CAPTURING ALL OF THIS INFORMATION?!
- 16. 16! IS IT IMPORTANT FOR THE SUCCESS OF YOUR BUSINESS?!
- 18. Social Media Strategy! Local SEO! Customer Experience! Advertising! 18! AFFECTS YOUR ENTIRE ORGANIZATION!
- 19. 19! AFFECTS YOUR ENTIRE ORGANIZATION! Social Media Strategy 1. BRAND PROTECTION & CONSISTENCY! 2. INCREASE REACH & FREQUENCY!
- 20. 20! BRAND CONSISTENCY! "For this Brand"it is close to ! "400,000 fans forgotten!
- 21. 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. 22! INCREASE REACH & ENGAGEMENT! VS!
- 23. 23! AN EXAMPLE! AVERAGE ENGAGEMENT ! RATE = 0.28%! AVERAGE ENGAGEMENT ! RATE = 1.84%! CORPORATE BRAND PAGE! LOCAL PAGE!
- 24. 24! AFFECTS YOUR ENTIRE ORGANIZATION! Social Media Strategy Local SEO THE IMPORTANCE OF THE ! RIGHT GEO-CODE!
- 25. 25!
- 26. 26! "YOU’VE ARRIVED! "AT YOUR DESTINATION!
- 27. 3 PILLARS OF A STRONG LOCAL SEO STRATEGY! SOCIAL! 27! ONSITE OPTIMIZATION! OFFSITE OPTIMIZATION!
- 28. AFFECTS YOUR ENTIRE ORGANIZATION! Social Media Strategy 28! Local SEO Adver4sing FREE IMPRESSIONS!! WHAT COULD BE BETTER?!
- 29. 29! TAKE ADVANTAGE OF THE CHECK-IN! A MEDIA WEIGHT NOT TO BE OVERLOOKED!
- 30. 30! TAKE ADVANTAGE OF THE CHECK-IN! 70 IMPRESSIONS ON AVERAGE X 725,000 FACEBOOK CHECK-INS = 50,750,000 IMPRESSIONS !
- 31. 31! TAKE ADVANTAGE OF THE CHECK-IN! 50,750,000 IMPRESSIONS X $8 CPM = VALUE OF $406,000 IN MEDIA!
- 32. Customer Service AFFECTS YOUR ENTIRE ORGANIZATION! Social Media Strategy 32! Local SEO Adver4sing YOUR CONSUMERS ARE ! TALKING TO YOU!
- 33. 33! WHO IS ANSWERING THEM?!
- 34. FRANCHISEES – BE AWARE!
- 35. 35! YOUR MESSAGE IN TRADITIONAL MEDIA HAS TO BE ALIGNED WITH YOUR LOCAL SOCIAL STRATEGY!
- 37. 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. 38! CREATE YOUR PAGES! FOCUS ON THE MOST IMPORTANT PLATFORMS!
- 39. 39! LISTEN!
- 40. 40! PLAN – TEST– MEASURE!
- 41. THE RESULTS!
- 42. 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. 43! COME MEET US AT THE ! MEDIATIVE KIOSK! MEDIATIVE.COM/DTLQC!
- 44. CONTACTEZ NOS EXPERTS NUMÉRIQUES mediative.com/facebook mediative.com/linkedin mediative.com/youtube mediative.com/contact mediative.com/twitter mediative.com/googleplus