Local + Social Best Practices for National Brick & Mortar Brands

@shoneys  @damontales  

@vertspeaks  @laurenzarzour  

Local + Social Best Practices for National Brick & Mortar Brands

Won’t you be my neighbor?

 top-­‐down  

one-­‐size-­‐fits-­‐all  global  engagement      

   

 de-­‐centralized  &  collabora6ve  

localized  systems  &  opportuni6es  

 

Changing Fabric of Social

The  New  

   

d   a  

         LoMo  

Brand  vs.  Bricks  

-­‐  Fans  love  the  brand  -­‐  Corporate  Marke=ng  Staff  -­‐  Focused  on  brand  KPIs  -­‐  Leads  over-­‐arching  strategy  -­‐  Oversees  quality  experience  

-­‐  Fans  love  this  loca=on  -­‐  Retail/Foodservice  Staff  -­‐  Focused  on  Same  Store  Sales  -­‐  Supports  strategy  w/  local  -­‐  Deals  with  customer  service  

The  Solu6on  A  page  for  every  loca=on!  A  manager  for  every  page!  Organized  Venue  Grouping!  Global  +  Local  work  together!  Technology  bridges  the  gap!  

Geographic  Grouping  

Limited  Offerings  

Promo6on    Par6cipa6on  

The  Check-­‐In  

…is  losing  ground  to  the  geo-­‐tagged  photo,  search,  post…  

7X  increase  in

 Local  Facebo

ok  

Page  Engagem

ents  

Huge  fan  gro

wth  rate  incr

ease  with  full

 

local  page  se

tup  +  claiming  

2x  More  Organic  Impressions  from  Local  Pages  with  5x  

higher  reach  

11%  have  100+  fans  

47%  have  50+  fans  

15%  have  <30  fans  

How do we do it?

 The

 Client  

 The  Agency  

 The  Technology  

 The  Local  Teams  

Considerations & Pitfalls

Legal  (Franchises)  

Organiza=onal  Setup  

Soaware  is  a  must  

Clear  Staff  Roles  

Budget  Structures  

What does the future hold?

Now,  Grill  Us!  #SHOLOMO  

@damontales  @laurenzarzour