In this webinar, iCrossing and west elm explored how marketers can leverage Facebook’s location-based marketing tools to drive meaningful engagement with consumers. Hear from iCrossing's associate director of social strategy, Ashmi Elizabeth Dang, and west elm's Jake Lemkowitz, associate manager of social media and digital content, to learn how brands can connect with consumers at the local level through a more targeted approach.

2. Welcome
Amanda Peters
Head of Social Media,
iCrossing
@AmandaPeters
Ashmi Elizabeth Dang
Associate Director, Social
Strategy, iCrossing
@AshmiNYC
Jake Lemkowitz
Associate Manager, Social Media
and Digital Content, west elm
@WestElm

3. • Review of the key points from a recent smartphone
study conducted by Facebook
• Opportunities to use Facebook’s location-based
tools to be more relevant though hyper-local content
• Pros and cons of community management at the
local level
• How to get started with location-based marketing on
Facebook with best practices from west elm
• Key takeaways
• Q&A
AGENDA
TODAY’S

4. The Big Picture
Source: Always Connected; An IDC Research Report, Sponsored by Facebook (May 2013)
Local search ranks in
the top 10 most
popular activities on
smartphones
Of smartphone owners
use Facebook during
errands and shopping;
49% use Facebook
during live events
Of those who own a
smartphone use
Facebook on their
phone; 61% of them
use it daily
70% Top 10 46%

5. Local pages are an opportunity to be more
relevant through hyper-local content
LOCAL PAGES

6. Parent-Child Framework
• Individual pages for each
physical location
• Unique profile name and
custom URL
• Searchable map on your
corporate brand page
• Option for consistent
branding across all local
pages, or customized on a
page-by-page basis

7. Parent-Child Framework

8. Parent-Child Framework

9. Facebook Mobile Search
• Preference is given to the local page
based on geo-targeting
• Search results are ranked in the order of
relevancy based on the number of your
friends that have engaged with the page,
or by the Facebook Community overall
• Key takeaway: There's an opportunity to
engage with on-the-go consumers, but
this requires local pages with relevant
content

10. Graph Search
• A new way for consumers to discover
connections between people, places and
things
• Search results are ranked in order based
on the number of your friends that have
engaged with the local page, and then by
the Facebook Community overall
• Key takeaway: This is an opportunity to
be discovered by consumers through
Facebook local pages

11. Facebook Mobile Nearby Places
• A local discovery feature on mobile
• Displays a list of local businesses based on
your current location and what is deemed
relevant to you
• Content is deemed relevant based on the
number of friends who have Liked, checked-in,
rated or recommended the local business
• Key takeaway: Launching and optimizing local
pages for engagement is key to building a
meaningful presence in the Nearby Places tab

12. Pros outweigh the cons of community
management at the local level
COMMUNITY MANAGEMENT

13. Pros: Community Management at Local Level
• Local pages have a greater
likelihood of connecting with
consumers through relevant
content such as news, events,
and photos, which are
authentic to the location
• The ability to publish timely
relevant content is easier at the
local level through the lens of
on-the-ground employees

14. Cons: Community Management at Local Level
• Community management at the local level can be viewed as giving up
control of the brand to those less experienced with marketing
• Maintaining local pages requires training and guidelines to ensure success
• Through the parent-child framework, there is no mechanism to publish
brand content across all local pages at once
• Local pages may only attract several hundred fans, which may seem like a
lot of effort for little reward; however, studies show there is 5x greater reach
and 8x greater engagement by fans reached on local pages

15. Through a pilot program, brands can
test, learn and optimize for success
5 STEPS FOR SUCCESS

16. 5 Steps for Success Across Local Pages
Create a Facebook local page
strategy for community management
at the local level. Doing so ensures
the brand approach in social is
consistent across all pages.
1

17. 5 Steps for Success Across Local Pages
Create and distribute a weekly
content calendar with key messaging
and assets for local pages.
2

18. 5 Steps for Success Across Local Pages
Empower your employees
to create unique content for
local pages. Doing so
creates relevancy through
hyper-local content, which
cannot be achieved at the
corporate level.
3

19. 5 Steps for Success Across Local Pages
When working with key
influencers, such as bloggers
and artists behind locally
sourced products, it’s okay to
ask them to rate and
recommend your store.
4

20. 5 Steps for Success Across Local Pages
Measure and optimize your
strategy of local page activity
to ensure success when
scaled nationally.
5

21. • Consumers want to connect with brands at
the local level
• The pros outweigh the cons for local
community management
• Through a pilot program you can test and
optimize your local page strategy before
rolling out nationally
• Updates over the past year show Facebook
is committed to making location-based
marketing a success
TAKEAWAYS
KEY

22. Stay Connected with iCrossing
Find out more at www.icrossing.com
Call us toll-free at 866-620-3780
Email us at findout@icrossing.com
Become a fan at
Facebook.com/icrossing
Follow us on Twitter
@icrossing
Connect with us on Google+
Google.com/+iCrossing
Q&A
Send us your questions using the
hashtag #ICINSIGHT
Or use the chat window in WebEx

23. THANK YOU
Amanda Peters
@AmandaPeters
Head of Social Media, iCrossing
Ashmi Elizabeth Dang
@AshmiNYC
Associate Director, Social Strategy, iCrossing
Associate Manager, Social Media and
Digital Content, west elm
Jake Lemkowitz
@WestElm