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)!

7.
"
LOCAL SOCIAL!

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?!

17.
THE OPPPORTUNITY!

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!

36.
STEPS TO SUCCESS!

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.
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mediative.com/googleplus

45.
12-09-11 - Mediative.com!