Can retail brands become more local with social? Social Media Week London - 26th September 2013

Can retail brands mirror the success of some independent stores by becoming more local with social?

#smwlocalsocial

TraackrInfluencer Marketing

From @traackr @nicochabs

Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.

Offering: Social Media Management Software (SMMS) specialising in local: social delivered as a Service (SaaS)

Offices: NYC, Chicago, London, Norwalk CT (HQ) Founded: 1998

@Engage121_EMEA

Serving: 283 enterprise and corporate clients, including nearly 7,000 local outlet accounts

Introduction: Evelyn Timson, General Manager, EMEA

Sep 2010: Launched Engage121

Oct 2010: Mashable: Top Five SMMS for Business

Nov 2011: Mashable: Finalist, Digital Company of the Year

May 2012: Gartner Cool Vendor: Customer Service & Social CRM

http://www.realm-estates.co.uk/default.asp


SOCIAL MEDIA WEEK-LONDON 2013

SOCIAL INFLUENCE FOR LOCAL BUSINESS: HOW TO MAKE IT WORK ?


“You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.”

P. SheldrakeThe business of influence

But what is actually influence ?

TraackrInfluencer Marketing Who do you trust

for your purchase decisions ?

TraackrInfluencer Marketing Influencer marketing is about

generating positive impact (advocacy) towards your target through the social capital of selected individuals


ONE KEY CHALLENGE OF INFLUENCER MARKETING : IDENTIFYING THE RIGHT AUDIENCE

TraackrInfluencer Marketing 3% of individuals

generate 90% of the impact

TraackrInfluencer Marketing And they are unique

to the context they operate in


Is he the right influencer for you ?


3 levels of potential target influencers to consider in your strategy

TraackrInfluencer Marketing Ex: Finding influencers

on Manchester restaurants

TraackrInfluencer Marketing Finding influencers on

Manchester restaurants...and their connections

TraackrInfluencer Marketing Ex: Finding

influencers on local activities


And now the really important question


WHAT IS THE ROI ?

And now the really important question


The good news: real ROI can be easy to measure for local retailOnline coupons or offers enable good tracking and attribution

Lovely picture over Summerstown taken by my neighbour Keith

Pro

duct

Product

Social

ProductSearch

ProductContent

X1VP

Pro

duct

Nic

he Niche

SearchNicheSocial

NicheContent

Product

Social

ProductSearch

ProductContent

VP

X10

X1VP

Pro

duct

Nic

he

Indust

ry

Industry Search

NicheSearch

IndustrySocial

IndustryContent

NicheSocial

NicheContent

Product

Social

ProductSearch

ProductContent

VacuumPotential

VP

X100

X10

X1VP

AspirationalSearch

AspirationalSocial

Aspirational Content

Pro

duct

Nic

he

Indust

ry

VacuumPotential

Act

ion

ab

le Insi

gh

t

Industry Search

NicheSearch

IndustrySocial

IndustryContent

NicheSocial

NicheContent

Product

Social

ProductSearch

ProductContent

VacuumPotential

VP

Asp

irati

onal Je

t Str

eam

X1000

X100

X10

X1VP

AspirationalSearch

(Unknown)

AspirationalSocial

(Known)

Aspirational Content

Pro

duct

Nic

he

Indust

ry

VacuumPotential

Act

ion

ab

le Insi

gh

t

Industry Search

NicheSearch

IndustrySocial

IndustryContent

NicheSocial

NicheContent

Product

Social

LAN Search

ProductSearch

ProductContent

VacuumPotential

VP

Asp

irati

onal Je

t Str

eam

LAN Content

LAN Content

X1000

X100

X10

X1

X.1

VP

VP

DIGITALLY EFFICIENT CONTENT=VIDEO XPICTURESXWORDS

Social SolutionsWhy Local Social?

Overview

+44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social

Why Do Local Social?

3 Keys to Success at the Local Level

4 Keys to Success at the Corporate Level


THIS ISN’T NEW

Many of the world’s best-loved brands started out with a community agenda at their heart.

One of the best examples is Cadbury, who went beyond offering world-leading working conditions to build an entire community around its Bourneville factory:


http://www.cadbury.co.uk/


“The age of the cookie-cutter supermarket is over,” says Tesco’s UK managing director Chris Bush about its new Watford store

“Every store is different,” he goes on, “and serves a different local community with different tastes and needs.”



Puma, opened its ‘twentyone’ concept store at unit 21 at Shoreditch’s pop-up mall Boxpark in December 2011.

The store includes a countdown clock to let customers know when stock will be refreshed and a menu board at the entrance lists the 21 special and limited edition footwear styles available



Whole Foods local stores are empowered to make decisions about what food they sell and local marketing. Each location has a local marketer on staff.



American Express’s Small Business Saturday initiative has redefined the ambitions of marketers everywhere, driving billions of dollars in sales for small business, and delivering a huge boost to AmEx’s revenues in the process:


https://www.americanexpress.com/us/small-business/Shop-Small/

http://www.cnbc.com/id/49993064


Relationshipsare LocalYour customers live, work and shop in local communities. Managing customer relationships is easier at the local level.



Therefore interaction also needs to be local too



You can Use Local Stores to

Amplify Your Brand Message

PotentialCommunity:

1,639,153(365 Local Outlets)

2,500% Increase

Corporate Account

Followers

70,431(No Local Outlets)


Local Success Story – Fort Madison, HyVee

Hy-Vee - Chuck Osmanski

Reach at Start: 36,300Reach at End: 61,390

Reach Growth: 69%

Total Posts: 347Total Logins: 93

Networks Leveraged:

Last 30 Days

Lifetime



As a retail organisation with outlets, you have a head start in local social marketing. Through your stores you can:

Create local communities of engaged prospects and loyal customers Build your brand at the local level with corporate support & direction Reduce corporate media investment and increase the local impact of

existing media investments

Your stores give you a Unique Local Advantage


Social Solutions3 Keys to success at the local level?

Simple, Fast,& Effective

Regular & Relevant Content

Capture Business from

your Social Channels

You want to close more

business, so you need ways to

capture interest in your social community

Your prospects and customers

are savvy, so the content you post

needs to be fresh and engaging

SMB owners are busy, so the local social marketing process has to be simple and

fast

3 Keys to Success at the Local Level


Social Solutions4 Keys to Success at the Corporate Level

4 Keys to Success at the Corporate Level

Maintain Consistent

Brand Message & Marketing

Strategy Across All Locations

Post Content & Monitor

Sentiment Across the Social Web

Capture Sales from Local Networks

Analyze Buzz, Sentiment,

Ads, Posts, and Comments

Built-in apps empower local stores to capture leads from local social advertising

Cross-post on 43 Networks

Monitor brand buzz locally & across social web

Monitor Local Brand Compliance

Amplify your brand message

Track compliance to brand guidelines with approval chains

Deliver corporate messages to a local audience

Track activity effectiveness for both Corporate & Local initiatives

Tailor reporting and analytics to your business


So what were our client concerns?

Will our local stores deliver our brand message correctly?

Can I track local activity to see what works/doesn’t work?

Will I know if stores are following plans/policy?

Our local owners don’t know much about social marketing.


Social SolutionsThe END

Can retail brands mirror the success of some independent stores by becoming more local with social?

Date post:	10-May-2015
Category:	Business
Upload:	engage121
View:	182 times
Download:	2 times