1. Social Media Marketing:
Small versus Big
5 Ways Your Local or Regional Business
Can Beat the Big Brands

2. #1- Cultivate a Local or Regional
Following
Big Small
In the movie, Enemy of the State,
The Big Brands use a big net when the character "Brill" played by Gene
it comes to building a social media Hackman says, "If they're big and
following. While they have the you're little, then you're mobile and
benefit of vast traditional advertising, they're slow. You're hidden and
marketing and branding budgets, they're exposed. You fight only the
most Big Brands do little to promote battles you know you can win." Your
micro-regional social media Local or Regional Business can
communities. Big Brands and win the battle for being a thought
Local Brands inhabit different leader in a local market. Through a
economic and social ecologies than focused social media strategy you
your Local or Regional Business: can build an army of brand
think elephants walking around mice. advocates with geographically
specific interests who will carry your
brand to the next level.

3. #2- Be 'flawesome!
Be awesome with your flaws."
Wendy Clark, SVP Coca Cola
Big Small
The Big Brands have a Your Local or Regional Business
has the liberty address customers'
barrier between them and
issues quickly and with candor. By
their customers. They are so being responsive and open, every
big that it is more difficult for interaction has the potential to
customers or clients to make increase a customer's trust in your
a personal connection. The brand.
corporate managers of social While we all would like spotless
media are also bound by reputations, a negative customer
policies that make it difficult experience is inevitable. With a
managed social media presence a
for them to acknowledge error Local or Regional Business can
or to laugh at mistakes. turn a negative situation into a
Being candid is not a virtue positive outcome.
that is generally encouraged
in large companies.

4. #3- Be a Resource to Your Local
Community
Big Small
One of the ways your Local or Regional
The size of the Big Brands' market Business can be a resource to the
means that their dollars and time are community is to produce blogs, videos,
focused on larger (national and podcasts or other content that is
international) market segments. It is a interesting,educational, or entertaining.
function of their size that they are not Another way is to promote the content of
able to attend to Local or micro- other local leading bloggers. By doing so
regional markets persistently or with you will establish your brand as a local
granular attention. thought influencer. Co-branding with a
local philanthropy will promote your
In the social media department Big business as a resource for the community.
Brands look for strategic opportunities Special product promotions is still another
to cross promote or endorse way to bring value to the community.
philanthropic causes but this, again, is By listening and engaging with an ever
on a scale that leaves opportunity for growing audience your Local or Regional
smaller regionally focused enterprises. Business will discover new opportunities
to build customer loyalty and drive sales.

5. #4-Network with and Promote other
Local or Regional Business
Big Small
Big Brands have little
Your Local or Regional Business
interest in issues IS a stakeholder in the niche
affecting the local or economy. As part of the strategy
regional economy. of being a resource to the
Unless a local business community (see previous slide)
is a client or supplier of a you will have the opportunity to
Big Brand they will not promote local businesses through
your social media channels. If you
have the opportunity for have a positive experience with a
mutual promotion. In local business, let your social
short, Big Brands are media followers know about it!!! It
not usually stakeholders will help your virtual community as
in the local economy. well as your business community.

6. #5- Shape the Customer Buying Cycle in
Local Markets with Social Media
Big Small
Your Local or Regional Business
It's not that Big Brands LIVES in the micro-regional market.
don't care about local and Increase awareness of your brand
micro-regional markets. It's by building a virtual community
through social media. Become an
just that there is a influencer in your local community
diminishing return on by empowering others.. Engage with
investment for them in prospects,clients, and customers in
real time with consistency so that
smaller markets compared your company will be in their minds
to a national and global when it comes time to consider
focus. where they are going to make their
next purchase. Convert the trust you
have built in your brand into sales
and repurchase.

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Social Media Management
.....because without a plan, social
media is just a buzzword.
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