Using Location-Based Social Media Data to Decode Customer Conversations About Your Brand

1. The Secret Language of Customers
Using Location to Decode Customer
Conversations About Your Brand

2. The volume of social
content is massive.
500 million daily tweets
70 million photos & videos shared
daily
1 billion monthly active users

3. But it’s not that easy to find what’s
being said about your brand with only
keywords and hashtags.
Here’s why…

4. 74% of location-tagged
posts don’t include your
keyword or hashtag.
6% are image or video
only.

5. Only 4% of posts at an airport name
an airline brand.

6. 88% of posts from
universities don’t have
relevant keywords or
hashtags.

7. 91% of
posts at
malls
don’t
mention
brands or
shopping.

8. 50% of posts from arenas don’t include your
hashtag or keyword.

9. 24% of Twitter and Instagram posts contain emojis.

10. As a marketer, you must understand what
is being said about your brand on social
media. But without keywords and
hashtags, how can you mine through all of
that data?
The answer: Location.

11. Location
It’s not just the what, but it’s the where.
How do you know if something is
relevant to you? How do you make the
data actionable?
The actionable data is in a place.

12. Unlock the power of location data.
Up to 70% of consumers share their
location via smartphone
Consumers tag more than 480 million
social posts with location each month

13. 1. Customer Service
2. Event Marketing
3. Targeted Ads
You can use location-based social media data
for your marketing strategies.

14. 1. Customer Service
• Locate your customers and implement
surprise and delight campaigns.
• Engage with customers in your store and
immediately address complaints.
• Keep shoppers safe by locating internal or
external security threats.
The biggest and best source for understanding a place is …
the conversation that’s happening at that place.

15. Example: Mall of America
“People will be talking about Mall of
America online no matter what. We
can ignore those conversations or
engage in them. And if you engage
in them, you’ll likely enjoy higher
revenue.”
- Erin Vande Steeg, Senior Social Media and
Communications Strategist, Mall of America

16. 2. Event Marketing
• Monitor venue and event locations and identify spontaneous activities.
• Determine the most social areas of your event.
• Keep attendees safe by identifying threats and improve attendee
experiences by locating and responding to problem areas.
• Understand attendee sentiment by location and evaluate social posts
coming from the venue to ensure future event success.

17. Example: NCAA
“Our Final Four event strategy is focused
on the fun things going on right around
here in Indy. We monitor social media
traffic surrounding the Final Four, respond
to questions and requests, and bubble up
content to [send to] producers for
publishing across the various platforms.”
- Chris Dion, NCAA

18. 3. Targeted Ads
• Optimize social targeting with location-based
segmentation.
• Hug your haters with ads – Identify haters of your brand
and use messaging to change their opinions.
• Implement your creative to more effectively target
customers.

19. Example: Sports World Chicago
“With Geofeedia’s targeted lists, our online store saw a
massive increase in online sales and an 88% ROI. This
platform and its capabilities provide incredible value to
our store.”
- Brad Rosen, Owner, Sports World Chicago

20. Now use these recommendations to help implement your
location-based social media strategy.

21. 1. Discover the profile of your location.
Identify the locations that matter most and get to know the places.
Understand the characteristics of the people, know the geography, and
observe the culture.
2. Engage through one-on-one location-
specific interactions.
Join the conversations with your customers while they are in locations of
interest with content that is relevant to them.

22. 3. Target (or re-target) via social ads based on
location.
Create segmented lists based on location data and optimize your social
advertising strategy to reach prospective customers or retain current
customers.
4. Test and learn!
Implement different strategies and see what works best. Try out different
messages, compare different locations, and evaluate which methods are
most effective for promoting your brand.

23. The future of marketing is context.
Understand what your customers are saying in locations that
matter.

24. sales@geofeedia.com
800.657.1436
@Geofeedia
“Geofeedia is leading the
way towards the future with
geo-located social search.”
- G2Crowd Reviewer
Request a Demo
CLICK HERE