webinar: social media strategy at the national and local level

PRESENTED BY LOCATION3 MEDIA & WILDFIRE BY GOOGLE

08/21/13

SOCIAL MEDIA STRATEGY AT THE NATIONAL & LOCAL LEVEL

#FranchiseSocial @Location3 @WildfireApp http://www.location3.com/social-media-webinar-survey/

Photo Credit: http://www.flickr.com/photos/antifluor/2074560932/

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Angie Pascale – Social Media Director As Social Media Director, Angie Pascale provides strategic direction in developing, executing and analyzing social media and content programs for enterprise and multi-unit businesses, and oversees internal and external communications for Location3 Media.

Bethany Tsui – Strategic Partner Manager Bethany is a Strategic Partner Manager at Wildfire by Google, a marketing platform that enables brands to grow, engage and monetize their social audience. Bethany has co- led the Wildfire Channel Sales Initiative since January of 2011.

ABOUT LOCATION3

Location3 was founded in 1999 as a digital marketing company providing direct response results to clients on a global scale through search engine marketing, display, mobile, social and creative design & development solutions. Given that Google was launched in 1998, it’s fair to say that we are veterans in the search marketing space with a wealth of experience in integrated digital marketing strategy. Location3 Media forms strategic partnerships with brands to increase findability and performance across all digital platforms. In an ever-shifting and growing environment, we strive to stay at the forefront of digital innovation to ensure our clients have access to the most dynamic and effective strategies and solutions.

Control Integrated

Digital Solutions

Build Awareness & Word of Mouth

Capture Leads & Data

Reputation Management &

Customer Service

Amplify Reach Across All Channels Drive Sales

Our Objective

Connect Google Partners experienced

with integrated digital solutions to

businesses that want to drive results

across all channels.

GOOGLE’S WILDFIRE PARTNER PROGRAM

THE TRADITIONAL MENTAL MODEL OF MARKETING

First Moment of

Truth

Second Moment of

Truth

Stimulus

Sales Representative, Website or

Retail

Experience

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011,

Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google #FranchiseSocial | @Location3 | @WildfireApp

THE NEW MENTAL MODEL OF MARKETING

First Moment of

Truth

Second Moment of

Truth

Stimulus

Research, Education, Validation

Sales Representative, Website or

Retail

Experience



In 2010, we needed information from 5.4 sources before making a purchase. By the end of 2011, we needed 10.4.



An era of self-serve information #FranchiseSocial | @Location3 | @WildfireApp

Input

Discovery

Intent Websites

Blogs

Video

Friends Content

Incentive

Authorities

Decision

Interest

Research

Content

Content

Content

Content

Content

The Path To Purchase: A customer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.

#FranchiseSocial | @Location3 | @WildfireApp

Your owned social presence is becoming more important than your website

Visits in May 20121 23,000 website 320,000 Facebook

Owned Media is all of the advertiser’s pages on the internet

1. ComScore “The Power of Like 2,” 2012 #FranchiseSocial | @Location3 | @WildfireApp

Having a paid media strategy for social is evolving from an option to a necessity

11B branded impressions

monthly

Paid Media drives traffic to owned properties


You can’t create it, you can’t buy it, but you can try to influence more of it

WOM

Branded Website

92%1

58%

Consumer Trust Report

Earned Media is created by users, for a business

1 Nielsen Global Trust in Advertising Survey, 2012 #FranchiseSocial | @Location3 | @WildfireApp

The Solution?

CONVERGENCE

OWNED

EARNED PAID


CONVERGENCE OF MEDIA IS IMPORTANT, BUT WHY DOES IT HAVE TO BE LOCAL?

Photo Credit: http://www.flickr.com/photos/puroticorico/3853596178/ #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/puroticorico/3853596178/

http://www.flickr.com/photos/puroticorico/3853596178/

A POST FROM A LOCAL BUSINESS REACHES 5X THE PERCENTAGE OF FANS AS A CORPORATE POST

Source: Mainstay Salire, Research Study “The Power of Going Local,” 2012 #FranchiseSocial | @Location3 | @WildfireApp

It’s Someone They Know. Local fans relate more effectively to localized content from their local merchants.

Corporate pages by contrast, suffer from what many people dub the “creepiness” factor.

Local Content is More Visible in News Feed. Facebook uses a complex algorithm called EdgeRank that filters the

user’s news feed to give greater visibility to posts considered more “personally relevant” to individual users.

Local Relevance. Local business owners and managers occupy a front row seat in their community, and as such,

are ideally positioned to create timely, pertinent posts that spur clicks, likes, comments, shares and views.

LOCAL FANS DELIVER EXPONENTIALLY MORE MARKETING VALUE THAN CORPORATE FANS…TO THE TUNE OF 40:1

Source: Mainstay Salire, Research Study “The Power of Going Local,” 2012


LOCAL SOCIAL CONNECTIONS = LOCAL SEO VALUE Social activity is factored into organic search engine results on Google and Bing, making it important to actively manage social media not just for

the connections you can create on that social media channel, but also for potential ranking benefits.


LEVELS THE PLAYING FIELD, GIVING SMALLER BRANDS A BIGGER VOICE.

Photo Credit: http://www.flickr.com/photos/wallyg/247033625/ #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/wallyg/247033625/

A NETWORK OF LOCAL SOCIAL PAGES HAS THE POTENTIAL TO DRIVE DRAMATICALLY GREATER BUSINESS RESULTS.

Source: Mainstay Salire, Research Study “The Power of Going Local,” 2012 #FranchiseSocial | @Location3 | @WildfireApp

Balancing Corporate messaging with consumers’ desire for local voice,

content and connection

Trusting local managers and store owners to represent the brand

Store-level resources, time, training and turnover

Ability to create content and manage engagement at the local level

Centralized reporting for all social channels across all stores

Insights and Reporting (i.e. What?, Why? So What?, Now What?)

Consistently evolving marketing channel

Perceived Costs

SOCIAL MEDIA CHALLENGES AT THE LOCAL LEVEL

Photo Credit: http://www.flickr.com/photos/64484259@N02/6344436141/ /" #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/pagedooley/2577006675/


Control Control GROW ENGAGE

MEASURE

Control GROW ENGAGE

MEASURE

1. GROW YOUR AUDIENCE

2. ENGAGE, INTEREST,

INCENTIVIZE

3. RESPOND, MEASURE

REPEAT 4. REPEAT


Photo Credit: http://www.flickr.com/photos/mkhmarketing/8539048913/

GROW YOUR AUDIENCE


http://www.flickr.com/photos/mkhmarketing/8539048913/



Understand The Needs of Your

Audience

Understand The Behavior of Your

Audience

Deliver Value To Your Audience

Photo Credit: http://www.flickr.com/photos/igorza76/8109506828/ #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/igorza76/8109506828/



Gary Arnold (58) Boston, MA


Content Pillars provide a creative filter and platform that is rooted in customer needs, brand voice and personality, and business objectives. Pillars represent a starting point that allow a brand to live within its core environment, while also stretching into adjacent, relevant and credible aspects of your customers’ lives. Local stores can also use the pillars to understand what content should be created and curated.

CONTENT PILLARS

Photo Credit: http://www.flickr.com/photos/31246066@N04/5670645385 #FranchiseSocial | @Location3 | @WildfireApp

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CONTENT PILLAR


WHAT SOCIAL MEDIA CHANNELS SHOULD YOU USE?

Primary

Facebook Twitter LinkedIn Personal Pages

Secondary

Pinterest YouTube Instagram Vine Foursquare Google+

Local


SPEND 1 HOUR PER DAY (MON-FRI) MANAGING SOCIAL MEDIA CHANNELS AND LOOKING FOR PEOPLE TO ENGAGE WITH.

Photo Credit: http://www.flickr.com/photos/lisbokt/4941244575/ #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/lisbokt/4941244575/

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WHAT SOCIAL MEDIA CHANNELS SHOULD YOU NOT USE?

MySpace

(New or Old)

LinkedIn

Company Pages at a Local Level


THE #1 REASON PEOPLE FOLLOW BRANDS IN SOCIAL MEDIA IS COUPONS/DISCOUNTS.

Source: Get Satisfaction Study

To increase your audience: • Offer coupons/discounts • Create social-only promotions • Run contests or sweeps

Special Offers/Deals,

37%

Current Customer,

33%

Friends are Fans of

Brand, 6%

Interesting or Entertaining

Content, 18%

Service, Support or

Product News, 5%

Other, 1%

Special Offers/Deals,

44%

Current Customer,

24%

Friends are Fans of

Brand, 6%

Interesting or Entertaining

Content, 23%

Service, Support or

Product News, 4%

Other, 1%

FACEBOOK & MYSPACE

TWITTER


*

Objective

• Expand online community & drive traffic into restaurants

Strategy

• Fan- gated a coupon campaign, redeemable in-store

• Integrated marketing approach to advertise campaign and generate

online interest

Results

• > 7,000 coupons to fans

• Coupons directly contributed to additional restaurant visits and ROI

• Facebook page received > 10,000 new “Likes”

• Web traffic continue to rise in the months following the campaign.

Expand Social Audience, Drive Traffic In-store


Grow Online Community, Drive Sales

Objective

• Increase market share, create new brand advocates, expand social

audience

• Daily sweepstakes for 100 days

• Social as part of integrated marketing solution

Results

• 2 biggest sales days during the campaign

• 322,664 total entries (3,226 entries per day)

• Social audience increased by 1,000%:

–5,200 to over 59,000 fans


Photo Credit: http://www.flickr.com/photos/gustavog/4499404

ENGAGE, INTEREST,

INCENTIVIZE


http://www.flickr.com/photos/gustavog/4499404

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The

Dos

BE HUMAN BE KNOWLEDGEABLE BE CURRENT BE FRIENDLY AND OPEN BE CONSISTENT

Photo Credit: http://www.flickr.com/photos/adulau/5136491272/ / #FranchiseSocial | @Location3 | @WildfireApp

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The

Don

’ts

SHOW-OFF IGNORE PEOPLE ASSUME EVERYONE IS ON YOUR LEVEL BE REPETITIVE OSTRACIZE YOUR AUDIENCE

Photo Credit: http://www.flickr.com/photos/nathangibbs/98592171/ #FranchiseSocial | @Location3 | @WildfireApp

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The most successful brands on social media post content that ascribes to one (or all) of these three themes: • PASSION: Connects with user passions and/or interests

• PERSONALITY: Entertains users with an engaging

personality

• INFORMATION: Provides interesting and/or important information to users

3 THEMES TO KEEP IN MIND

Photo Credit: http://www.flickr.com/photos/josefstuefer/5408800/ #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/josefstuefer/5408800/

http://www.flickr.com/photos/josefstuefer/5408800/

PERSONALITY PASSION INFORMATION


HOW CAN YOU BE MORE EFFICIENT?

Photo Credit: http://www.flickr.com/photos/adambowie/967409050/ #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/adambowie/967409050/


Photo Credit: http://www.flickr.com/photos/adambowie/967409050/

CURATE, DON’T JUST CREATE You don’t have to create all of your content; share and engage with content from others:

• Content provided by National • Other locations • Relevant local and national news • Related local businesses and organizations • Influencers • Employees • Customers

USE TOOLS Use free and inexpensive tools to make management, monitoring and measurement simpler and more effective.

KICKSTART YOUR ENGAGEMENT Encourage staff to Like, comment on and share your social media content shortly after posting to give it an initial boost, and increase reach and likelihood of continued engagement.




• On Facebook, videos are shared 12x more than links and text posts combined

• On Facebook, photos are liked 2x more than text updates

• Photo and video posts on Pinterest are referring more traffic than Twitter, Linkedin and Google+

• Viewers spend 100% more time on pages with videos on them

• Viewers are 85% more likely to purchase a product after watching a product video

VISUAL CONTENT IS BECOMING INCREASINGLY IMPORTANT FOR GENERATING AWARENESS AND ENGAGEMENT IN SOCIAL MEDIA.

Photo Credit: http://www.flickr.com/photos/geoftheref/2584430557/ #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/geoftheref/2584430557/


Building Relationships in

Social Media

Photo Credit: http://www.flickr.com/photos/papazimouris/2406626022 #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/papazimouris/2406626022

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HOW TO BUILD RELATIONSHIPS IN SOCIAL MEDIA

Getting to know them Understand what topics they discuss and share, who they communicate with and how often they link to social profiles of other brands (indicating the likelihood of them doing the same for you).

The payoff The objective is to develop such a good rapport that they are compelled to retweet or engage with you on other social channels; thereby getting your name and content out to their entire network.

Showing the love Engage with them through social channels (e.g., reply or retweet on Twitter). Share their original content or share the messages they post.

Finding the influencers Use manual searching and Klout to locate individuals within your market that have large followings and similar audiences.


WHO ARE THE INFLUENCERS?

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http://creativecommons.org/licenses/by-nc-nd/2.0/






People that draw a huge crowd in social media and have big mouths.

LOCAL REPORTERS

BUSINESS OWNERS

LOCAL ORG BOARD MEMBERS

LOCAL BLOGGERS

LOCAL INDUSTRY PROS

Photo Credit: http://creativecommons.org/licenses/by-nc-nd/2.0/ #FranchiseSocial | @Location3 | @WildfireApp







30% OF CUSTOMERS SHARE GOOD EXPERIENCE VIA SOCIAL MEDIA

Generating testimonials: • Ask! • Make it easy to provide

feedback • Prompt with questions, don’t

leave it open ended • Incorporate into website

Photo Credit: http://www.flickr.com/photos/kaptainkobold/5181464194/ Source: Dimensional Research 2013 Report


http://www.flickr.com/photos/kaptainkobold/5181464194/

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Capture Leads, Drive Engagement, Scale for Enterprise

Objective

• Coordinate marketing efforts across regional teams on a

single platform to drive growth and engagement

Results

• 200+ unique tabs published

• 85,000+ leads acquired

• Engagement increasing by 14% MoM

• Managed 130,000+ social messages

• 2.9+ million impressions


. Incentivize & Boost Sales with Discounts

Strategy

• Coupon giveaway to Lasik procedure

• Integrated campaigns with client testimonials on YouTube

Results

• 373 coupon entries

• Huge sales boost:

• 2 highest sales months since company’s founding

in 1996

• 40% increase in sales from previous year


RESPOND, MEASURE

Photo Credit: http://www.flickr.com/photos/spacesuitcatalyst/536389937 #FranchiseSocial | @Location3 | @WildfireApp

http://www.flickr.com/photos/spacesuitcatalyst/536389937

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SOCIAL & MOBILE MAKE INFORMATION INSTANTLY ACCESSIBLE


SOCIAL & MOBILE MAKE INFORMATION INSTANTLY ACCESSIBLE

BUT INCREASE THE RISK OF BAD REVIEWS IN REAL TIME

“The majority of the reviews submitted are 1- star or 5- stars. People are usually motivated when they’ve had a very good or very bad experience.” 1/3 of people will remove a negative review if business responds.

Sources: David Latham, CarWoo VP of Markting; Yelp #FranchiseSocial | @Location3 | @WildfireApp

Prioritize Customer Happiness and Amplify the Local Attachment


HOW TO PRIORITIZE CUSTOMER HAPPINESS

Photo credits: http://www.flickr.com/photos/battalgazi/5617819022/, http://www.flickr.com/photos/digitalnc/8245694174/, http://www.flickr.com/photos/purplemattfish/3020016417/, http://www.flickr.com/photos/beccapeterson/5338013478/

Monitor frequently

Know who is responsible

Respond quickly

Create standard responses, but keep it flexible and personalize

Drive conversations offline, or at least off social

Engage with and reward positive brand advocates


http://www.flickr.com/photos/battalgazi/5617819022/

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http://www.flickr.com/photos/beccapeterson/5338013478/



UTM link tracking to see conversions to a website from Wildfire pages and posts

• Attribute website traffic to Wildfire campaigns using link tracking

• Measure social traffic using standard web metrics & multi-channel funnels

Attribute to campaigns

Attribute to channels

Wildfire & Google Analytics: End- to- End Tracking


Reduce Client Attribution, Drive Calls, Capture Leads & Referrals

Strategy

• Campaigns & winners published across YouTube,

Facebook & Twitter

• Campaigns encouraged recommendations, sharing,

and option to receive a follow-up call from the

practices

Results

• Social audiences grew by 217%

• Average campaign received 138 leads

• 12% participants requested call from dentist

• 29% participants from outside the practice


Photo Credit: http://www.flickr.com/photos/pagedooley/2577006675/"

Local Versus National Content




NATIONAL • Broader audience connection and utility

• Brand narrative

• Industry content

• National influencer engagement

• National promos/deals

• Corporate culture

LOCAL

• Localized audience connections and utility

• National content

• Local influencer engagement

• Community/store events

• Unique promos/deals

• Store culture


SOCIAL MEDIA PLAYBOOK


Your Social Media Team


NATIONAL

National should have at least one full-time, dedicated social

media staff member.

Job duties include:

• Create content for national and local efforts

• Manage communities

• POC for HR, operations and other internal departments

• POC for marketing department or digital/social media

agency

• Track performance to show success at meeting business

objectives

LOCAL

Local owners can handle social in a variety of ways:

• Hire part-time employee

• Assign social duties to current employee

• Owner manages social media

• Hire college intern in marketing/communications

• Hire freelancer/contractor

Individual should be a good communicator, have excellent

written skills, experience in marketing or communications

field and preferably have experience using social media in a

professional environment.


Enterprise Scale & Control One account to manage thousands of properties 80+ templates for instant execution, deployment, & duplication Activity audits & customized workflows for complete corporate admin control Campaign Performance & Measurement Best-in-class social campaigns (400k+ campaigns built) Analytics dashboard integrated with Google Analytics tracks end-to-end performance & attribution

Visionary Roadmap for Google Integration An integrated roadmap will allow partners to leverage Google products for all aspects of their clients’ marketing services, with a deep focus on G+, YouTube, and Google Analytics

Client Satisfaction & Success Google’s social platform drives business results for clients and advertisers Leverage Wildfire’s leadership and experience in marketing strategy and best practices

Wildfire + Google Partnership Advantage


Control Control GROW ENGAGE

MEASURE

Control GROW ENGAGE

MEASURE

1. GROW YOUR AUDIENCE

2. ENGAGE, INTEREST,

INCENTIVIZE

3. RESPOND, MEASURE

REPEAT 4. REPEAT


Photo Credit: http://www.flickr.com/photos/yewenyi/7909176606/

QUESTIONS?

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webinar: social media strategy at the national and local level

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