Winning at Social through Local Store Engagement from DRS, 7.28.14
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Transcript of Winning at Social through Local Store Engagement from DRS, 7.28.14
Winn ng at S cial throughL cal Engagement
@shoneys@damontales
@vertmob@kplanovsky
The Problem• Social grew up with a top-down approach• Recent innovations have changed the game• Most software supports the “old paradigm”• Mobile devices augment the social experience• Marketing organizations are slow to change• Corporate vs. Franchise stores can complicate
Top-Down, one-size-fits-all global
engagement systems and strategies.
De-centralized, bottom-up, localized
systems & opportunities
Growing up Social
New User Habits• Generally 50%+ social activity is mobile• Users sharing photos with geo & venue tags• More local searches with social context• Fans prefer locally relevant content the most• Customers expect swift social customer svc.• Sales needs & trends often vary by location
The New
New Goals
Increase Digital Word of Mouth & Reviews
Drive Trial Sales from New Audiences
Locally promote new restaurant openings
Capture engagement with current guests
New Digital Focus
LoMo
data provided by:
Brand vs. Bricks
- Fans love the brand- Corporate Marketing Staff- Focused on brand KPIs- Leads over-arching strategy- Oversees quality experience
- Fans love this location- Retail/Foodservice Staff- Focused on Same Store Sales- Supports strategy w/ local- Deals with customer service
The Solution
A page for every location!
A manager for every page!
Organized Venue Grouping!
Global + Local work together!
Technology bridges the gap!
Activate Local Fan Bases
Both local & brand content
Parent/Child Setup
helps EdgeRank
Fans of the store & the
brand!
Local Store Social SEO
Recognizable branding &
naming
No local presence
Pages for other languages &
countries
Inconsistent branding &
images
Populates locations
closest to me
Lacking in mgmt, activity &
engagement
Local Offers & Reviews
Facebook Offers only available to local pages
Reviews are also exclusive to local pages
Cross-linking other local accounts
Technology Solutions
MomentFeed- Enterprise focus- Active syncing- Mobile Apps- White-listed API
Vert SBM- Mid-size focus- Publishing & KPIs- Local engagement- Content planning
Yext- Enterprise focus- Data integrity- Passive directories- Review reporting
Sweet IQ- Mid-size focus- Similar to Yext- Review site focus- Expanding social
Varying levels of support, strengths & pricing
Considerations & Pitfalls
Legal (Franchises)
Organizational Setup
Software is a must
Clear Staff Roles
Budget Structures
Thanks!
Now, Grill Us!#SHOLOMO