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REACH YOUR LOCAL CUSTOMERS ! 
WITH SOCIAL MEDIA! 
Presented by Melanie Roth melanie.roth@mediative.com! 
October 8, 2014 ¢ Mediative.com!
2! 
MORE THAN ! 
15 MILLION 
BUSINESSES ARE 
ON FACEBOOK!
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! 
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?!
A COUPLE OF QUESTIONS!
" 
SOLOMO! 
(Social – Local – Mobile)!
" 
LOCAL SOCIAL!
8! 
ONE CONSTANT:! 
! 
LOCAL!
WHY A LOCAL SOCIAL STRATEGY?!
SOCIAL = MOBILE! 
71% of Canadians 
use their mobile 
phone to access 
social media.!
11! 
LOCAL SEARCH = PURCHASE INTENT! 
50%! 34%! 
VS! 
% of consumers who visit a store within a day of their local search!
12! 
WHAT ARE THEY LOOKING FOR?! 
BUSINESS 
HOURS! 
ADDRESS - 
DIRECTIONS! 
RATINGS & 
REVIEWS!
13! 
ALL OF THIS 
INFORMATION 
IS LOCAL!
14! 
AND ONCE THEY BUY?! 
They will share:! 
• “Check in” & “Like”! 
• Photos! 
• Comments!
15! 
ARE YOU 
CAPTURING ALL 
OF THIS 
INFORMATION?!
16! 
IS IT IMPORTANT 
FOR THE SUCCESS 
OF YOUR 
BUSINESS?!
THE OPPPORTUNITY!
Social Media 
Strategy! 
Local SEO! 
Customer 
Experience! 
Advertising! 
18! 
AFFECTS YOUR 
ENTIRE 
ORGANIZATION!
19! 
AFFECTS YOUR 
ENTIRE 
ORGANIZATION! 
Social 
Media 
Strategy 
1. BRAND PROTECTION & CONSISTENCY! 
2. INCREASE REACH & FREQUENCY!
20! 
BRAND CONSISTENCY! 
"For this Brand"it is close to ! 
"400,000 fans forgotten!
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! 
INCREASE REACH & ENGAGEMENT! 
VS!
23! 
AN EXAMPLE! 
AVERAGE 
ENGAGEMENT ! 
RATE = 0.28%! 
AVERAGE 
ENGAGEMENT ! 
RATE = 1.84%! 
CORPORATE BRAND PAGE! LOCAL PAGE!
24! 
AFFECTS YOUR 
ENTIRE 
ORGANIZATION! 
Social 
Media 
Strategy 
Local 
SEO 
THE IMPORTANCE OF THE ! 
RIGHT GEO-CODE!
25!
26! 
"YOU’VE ARRIVED! 
"AT YOUR DESTINATION!
3 PILLARS OF A STRONG LOCAL SEO STRATEGY! 
SOCIAL! 
27! 
ONSITE 
OPTIMIZATION! 
OFFSITE 
OPTIMIZATION!
AFFECTS YOUR 
ENTIRE 
ORGANIZATION! 
Social 
Media 
Strategy 
28! 
Local 
SEO 
Adver4sing 
FREE IMPRESSIONS!! 
WHAT COULD BE BETTER?!
29! 
TAKE ADVANTAGE OF THE CHECK-IN! 
A MEDIA WEIGHT NOT TO BE 
OVERLOOKED!
30! 
TAKE ADVANTAGE OF THE CHECK-IN! 
70 IMPRESSIONS ON AVERAGE 
X 725,000 FACEBOOK CHECK-INS 
= 50,750,000 IMPRESSIONS !
31! 
TAKE ADVANTAGE OF THE CHECK-IN! 
50,750,000 IMPRESSIONS 
X $8 CPM 
= VALUE OF $406,000 IN MEDIA!
Customer 
Service 
AFFECTS YOUR 
ENTIRE 
ORGANIZATION! 
Social 
Media 
Strategy 
32! 
Local 
SEO 
Adver4sing 
YOUR CONSUMERS ARE ! 
TALKING TO YOU!
33! 
WHO IS ANSWERING THEM?!
FRANCHISEES – BE AWARE!
35! 
YOUR MESSAGE 
IN TRADITIONAL 
MEDIA HAS TO 
BE ALIGNED 
WITH YOUR 
LOCAL SOCIAL 
STRATEGY!
STEPS TO SUCCESS!
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! 
CREATE YOUR PAGES! 
FOCUS ON THE MOST IMPORTANT 
PLATFORMS!
39! 
LISTEN!
40! 
PLAN – TEST– MEASURE!
THE RESULTS!
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! 
COME MEET US AT THE ! 
MEDIATIVE KIOSK! 
MEDIATIVE.COM/DTLQC!
CONTACTEZ NOS EXPERTS NUMÉRIQUES 
mediative.com/facebook mediative.com/linkedin 
mediative.com/youtube 
mediative.com/contact 
mediative.com/twitter 
mediative.com/googleplus
12-09-11 - Mediative.com!

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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?!
  • 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!
  • 40. 40! PLAN – TEST– MEASURE!
  • 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