social media day 2013 presentation: hyper-local social media

Sharing a Hyper-Local Message

Social Media Day 2013!!

#SMDayMia

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Jonathan Brownfield

Director of Everything Digital

Youngest photographer in Sports Illustrated Magazine

Fort Lauderdale Magazine 40 under 40

Gold Coast Magazine 40 under 40

Nominated for Man of the Year LLS

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On the Ball

A fusion of marketing and sales professionals who invest time and talent into emerging businesses to help them grow

15 years old company5 years with a focus on digital

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What is a hyper-local message

Message(s) that are targeted to a small geographical territory

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Why hyper-local messaging?

RestaurantsPizza place that delivers to a 5 mile radiusNeighborhood dinnerLocal pub

Local ShopsGrocery storePet storeCoffee shop

Community Organizations

Meet new friends

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Establish Goals

Are you trying the build an audience?

Share a story

Promote offers related to a location

Get more foot traffic?

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Craft a message

Start as narrow as possible

Segment your local audience into categories

Develop messages for each category

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Geolocation Data

Focus all of your effort into social networks that our geolocation aware

• Facebook• Twitter• FourSquare• Instagram

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Facebook

Targeting with FB ads• City• Interests• Gender• Age• Kids• Pets• Types of food• Relationship status• Shopping preferences

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Twitter

Target users based on conversations and profile data

BioPrimary locationCurrent location#hashtags

Monitor and engage

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Tools to for Twitter

Sprout Social• Great for teams• Really easy to use• Synchronization

Hootsuite• Less expensive• Better search features

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FourSquare

Make sure your venue is on 4SQ

Share as much information as possible in the venue profile• Address• Hours• Type of business• Menu

Leave tips for things to do and try

Share high quality photos

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Instagram

Browse photos from different venues

LIKE or Comment

Use location based hashtags

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Case Study: Portman-CMC

Branded the space as Miami Beach Square

Goal: Educate Miami Beach Residents

Developed messaging that appealed to Miami Beach as a whole and select groups

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Facebook.com/MiamiBeachSquare @MiamiBSquare on Twitter

Case Study: Portman-CMCContent Examples

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Case Study: Portman-CMCContent Examples

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Case Study: Portman-CMCContent Examples

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Case Study: Portman-CMCContent Examples

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Case Study: Portman-CMCFirst Week Results

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Case Study: Portman-CMCThree Month Results

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• 6,600 Facebook Fans

• Miami Beach is the largest fan base versus Venezuela

• 3.3 Million impressions by 2 million fans

• 743 Twitter followers

• 2380 Connection made on Twitter

• Over 500 retweets

Case Study: Portman-CMCThree Month Results

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Conclusion

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