FROM VIRTUAL TO REALITYTurning fans, followers, clicks and likes into

in-store shoppers

Presented by David Wesson 1st May 2016

WHAT I’M GOING TO TALK ABOUT TODAY

#1The value of

location & in-store social media

insights

#2Targeting &

attracting your customer audience

#3Engaging &

converting your customer audience

in-store

• Does social media really convert into revenue & ROI ?

• What value does your social media efforts have?

• Is it worth it?

• Am I wasting my time?

• Shouldn’t it be easier ?

BIGGEST CHALLENGES

WE ARE PART OF THE SOCIAL MOBILE GENRATION

Activities

• Highlighting fan posts• Replies & liking posts• Sharing

Actions

Target engagement of our audience to drive action.

Activities

• Highlighting fan posts• Replies & liking posts• Sharing

Actions

Target engagement of our audience to drive action.

THE NEW MODEL

CONTENT MATTERS

Visual real-timeworld.

Newsfeed is our creative canvas.

Brand lifestyle Actions

TARGETTING MATTERS

Targeting accuracy

Personalisedrelevantmessages.

Contextual s

REACH MATTERS

Maximse reach through advertising

to drive better Results.

Organic + paid activities. Target organic reach and

paid reach of feasible number

dependent upon the size of

the audience you are

LOCAL IMPACT MATTERS

local proximity

Not just fans Actions

People, community

Culture

Sources: Unilever Facebook 2016 Playbook & Google mobile Path to Purchase Report.

THE RISE OF GEO-SOCIAL DATA

• Social Location Mobile

• The tagging of posts via location on social media platforms.

• Acts as source of customer insights and potential engagement.

• An opportunity for marketers and brands to respond to and interact with visitors in real-time while at their location

• Create more connected contextual social brand experiences which can shape the consumer path to purchase.

The value of location & in-storesocial media insights#1

• Powerful way to understand conversation at a hyperlocal level

• Opportunity for brands to analyse how, where and when customers are engaging with brands at specific locations,

• Examine trends and what content topics are promoting the best engagement and act upon this information.

SOCIAL LOCAL INSIGHTS

MULTI LOCATION RETAILERS — NEIGHBOURHOOD VIEW

MANANGING MULTIPLE LOCATIONS

13.3MINSTAGRAM REACH ACROSS CENTRES.Combined audience from Instagram posts taken inside Westfield centres.(Based on total followers for all posts).

We used Mapkats to conducted an insights review of 4 Westfield centresduring the first 3 weeks of April 2016 . The following pages include key data

and analysis from a selection of 5,422 Instagram posts .

WESTFIELD CASE STUDY INSIGHTS

$202,393EARNED MEDIA VALUE ACROSS CENTRESIN SAMPLE.Instagram CPM $8.00.Instagram CPE $0.25 (Likes) $0.30 (Comments).

WESTFIELD CITY8,836,203$113,959

WESTFIELD BONDI JUNCTION

1,972,903

$33,546

WESTFIELD CHATSWOOD

2,183,239

$47,906

WESTFIELD PARRAMATTA

315,069

$6,982

CENTRE INSTAGRAM REACH EST

EARNED MEDIA

CENTRE INSTAGRAM REACH EST

EARNED MEDIA

CENTRE INSTAGRAM REACH EST

EARNED MEDIA

CENTRE INSTAGRAM REACH EST

EARNED MEDIA

KEY INFLUENCERS FROM WESTFIELD CENTRES

CHATSWOOD CITY CITY BONDI JCTN.

P’MATTA BONDI JCTN. CHATSWOOD CITY

Name: sydneyfemalebloggerFollowed_by: 552,000

Post value:

Name: jamesyammouniofficial

Followed_by: 575,000Post value:

Name:ryanogilvy

Followed_by: 187,000Post value:

Name:lickyourphone

Followed_by: 78,900Post value:

Name:pixiecurtis

Followed_by: 110,000Post value

Name:theonlyblondeone

Followed_by: 158,000Post value

Name:shiraleecoleman

Followed_by: 223,000Post value

Name: taramilktea

Followed_by: 248,000Post value:

$1,984 $4,416 $4,600 $1,496

$631 $880 $1,264 $1,784

Branded user-generatedcontent created in-store

INFLUENCER EXAMPLE

LAUREN BATH454k followersPer Post value: $3,632

• Total value Posts: $69,008(19 posts x post value)

• Value from engagement: $49,527.70 (198k engagements x CPE @ $0.25)

Total media value generated from her posts at the event:

$118,535.70

REAL-TIME TARGETED ENGAGMENT

• Engage with your customer target audience in real-time

• Building a series of brand locations to drive ongoing audience & product insights

• Building your own proprietary list.

• Leverage UGC from influencer & publishing to your own wall as paid posts.

• Who are your local influencers ?

• What products are they talking about ?

• What events are happening locally ?

• How can I leverage these ?

THE POWER OF SOCIAL LOCAL INSIGHTS

It is not enough to understand what is being said but where it is being said

and armed with this information it is possible to reach, target, and engage

your audience more effectively.

““

Targeting & attracting your customer audience #2

TARGETTING YOUR AUDIENCE THROUGH INSTAGRAM AD’S

ZONE TARGETING STRATEGY

• Create a number of Zones as part of your targeting strategy.

• The main types of zones you may wish to set up are Awareness and Engagement Zones.

• An awareness zone can be centered around the catchment area your retail location or event.

• An Engagement Zone you may wish to set up geo-targeted awareness areas in where you can run a series of Instagram ads.

• These can be localised to each different awareness area, e.g. you may set up an event promoting your business to this audience.

STEP 1

Set up a geo targeted area

over your local catchment area

STEP 1

* DISPLAY INCLUDES PLANNED MODULES.

sponsor event area

RUN IN-STORE ‘GEO-TARGETED’ INSTAGRAM SALES ADSHow does it work?

STEP 1 – Create a series of engaging posts to use over the course of your sale with a strong call to action letting people when and how long the sale is on for.

STEP 2 –Set up a geo-targeted area over your local catchment area to promote your shop as the perfect destination to pick up a sales bargain andTarget your audience in the lead up to the weekend and Thursday evening to let your audience is on.

STEP 3 - Include a call to action that highlights selected products that are on sale.Include a call to action that highlights selected products that are on sale.

Target your audience in the lead up & at key

times.

STEP 2

STEP 1

click & drag the instagram contest

module to your event location

STEP 1

sponsor event area

RUN ‘GEO-TARGETED’ INSTAGRAM ADS AT LOCAL EVENTS.

How does it work?

STEP 1 - connect to your ‘ads manager’ in Facebook .

STEP 2 - click which ad you want to select ‘drive to website ,promote page, boost engagement & select the catchment area.

STEP 3 - choose your normal Facebook/Instagram ads management parameters such as reach, budget, etc.

STEP 4 - load your Instagram ad and complete the transaction and your ad will be displayed to those people in the catchment area selected.

INSIGHT -YOU DON’T NEED A PHYSICAL PRESENCE TO TAKE ADVANTAGE

ADS

visitors take a selfie at the event

to enter the competition

STEP 2

• Set up a geo-targeted area over your local catchment area to promote the event at your outlet as the perfect place to meet with friends have a glass of wine and try sample some healthy foods with one of your local influencers

• Run ads that promote the event in the lead up to and on the day of the event.

• Include a call to action that includes ‘snap a photo with our influencer and win a health food hamper worth $250.

ATTRACTING CUSTOMERS TO YOUR IN-STORE EVENT

• Set up a geo-targeted area over your local catchment area to promote your retail outlet as the perfect lunchtime destination.

• Target your audience in the lead-up and during lunch time.

• Include a call to action to get 10% off the lunchtime special for Instagram fans.

• Run ads that promote the event in the lead up to and on that night.

• Include a call to action that includes ‘book tickets now’ or a photo contest at the event.

ATTRACTING WALK-IN CUSTOMERS

Engaging & converting your customer audience in-store #3

CREATING ENGAGING EXPEREINCE’S

“Building brand affinity is about giving people what they want and what people

want today from a brand is an experience—something memorable, something they can connect with, and share with their friends, something that makes them feel like more of a participant and less like a customer.”

““

STEP 1

click & drag the instagram contest

module to your event location

STEP 1

visitors take a selfie at the event

to enter the competition

STEP 2* DISPLAY INCLUDES PLANNED MODULES.

sponsor event area

RUN IN-STORE ‘GEO-TARGETED’ INSTAGRAM CONTESTS

MAPKATS

How does it work?

STEP 1 - Use Mapkats to create a 'geo-fenced' location around your outlet .

STEP 2 - People need to be at that location when they take their Instagram photo for their entry to be included in the photo contest.

STEP 3 - Login to your Mapkatsadministration panel to see the Instagram photos that were taken at that location and publish the ones you like to your Facebook page.

STEP 4 - Visitors to your Facebook page can then like their favourite photos and the most popular photo wins a prize.

WIN

REBEL SPORT WORLD CUP CASE STUDY

Our strategy focussed on helping the brands audience join the fun and excitement of the world cup and positioning the brand as part of the conversation.

.

THE APPROACH

Positioning the brand as the

home of football & part of the

conversation .

Igniting our fans passion to get them to take

part in the experience themselves.

Providing the opportunity for

our fans to express their

feelings.

TELLING OUR STORY

DRIVING AWARENESS

ENGAGE & EXCITE

PROMOTING ADVOCACY

1 2 3 4

Driving product awareness and

reach of our campaign through a series coordinated

activities.

TAPPING INTO OUR AUDIENCE’S PASSION!

All the photos were published via our Map Kats platform to Facebook gallery where our community could vote on their favourites and the four photos with the most likes each

week were chosen as our finalists and a winner selected.

LEVERAGING USER-GENERATED CONTENT

All the photos were published via our Map Kats platform to Facebook gallery where our community could vote on their favourites and the four photos with the most likes each

week were chosen as our finalists and a winner selected.

TURNING OUR FANS INTO BRAND ADVOCATES!

The winners of our Daily Prize Draw and Show your Colours contest became brand advocates and took to social media to show their delight to their own social networks

with a deluge of User generated content and product conversation driving further reach of our campaign and awareness of Rebel merchandise.

THE RESULTS

• 1,300 entries and added over

• +18.5K fans & followers

• +519% engagement uplift

• 3 million people reached

• Record levels of merchandise sales across it’s 200+ retail stores.

TACTIC TO BOOSTBRANDED UGCON-SITE • deploy tactile engagement

prompts, e.g. “selfie mural Frame from local artist

• Include brand tag & username

• Re post in brand feed.

• “Best photo monthly prize”

• Brand awareness in your neighborhood.

• deploy tactile engagement prompts, e.g. “selfie Frame”

• maximise branding and call to action in UGC.

• “Likes” mechanic in Facebook.

• Using UGC from event to promote next location.

TACTIC TO BOOSTBRANDED UGCAT EVENT

ACTIVITIES

• Regionally targeted Instagram Ads

• Publish user generated content from locations

• Real time engagement at location.

ACTIONS

• Target customers see retail promotions through Instagram ads and their friends content in shared feeds.

• Increased awareness & interest via brand advocate content from instore experiences.

PROMOTE PURCHASE

FACILITATE CONSIDEARTION

ACTIVITIES

• In-store Instagram contest • Take up Instagram offers

promoted via Instagram.

ACTIONS

• Promote sales by people trying products.

• In-store user content promotes advocacy.

ACTIVITIES

• Geo-targeted Instagram content at location.

• Locally targeted Instagram ads.

ACTIONS

• People drawn to promotion at location .

• Awareness of in-store offers from localised Instagram ads

INCREASE AWARENESS

USER GENERATED CONTENT

THE CUSTOMER PATH TO PURCHASE

AMPLIFY customer

retail experiences

1.TARGETED REACH

2. ON-SITE ENGAGEMENT

3. ON-SITE CONVERSION

Customers share their retail experiences

THE WRAP

• An opportunity for marketers and brands to respond to and interact with visitors in real-time while at their location

• Create more connected contextual social brand experiences which can shape the consumer path to purchase.

• Don’t underestimate the power of social sharing and UGC

• Quite simply authentic content created by raving fans is the best type of advertising any brand can get!

• Create the right environment-be visible but give people some thing to talk about

YOUR CHALLENGE !

• We call this new category social location marketing and see it as the next wave of opportunity for brands and marketers alike to fully leverage the data from the social cloud.

• So the challenge today for brands marketing to the social mobile generation is to be more creative and combine it with technology to turn your target audience on social media into customers.

THE TOOLS YOU NEED IN ONE PLATFORM

IN-STORE SOCIAL ANALYTICS

✓ Gather social media insights created by shoppers in your stores.

✓ Analyse the customer conversation occurring in-store.

✓ Calculate the media value of user generated content created in-store.

✓ Identify key social media performance indicators in your stores including reach, engagement and media value.

IN-STORE INSTAGRAM PROMOTIONS

✓ Define your in-store contest locations to promote more foot traffic.

✓ Filter entries by location to manage multiple store promotions.

✓ Set your promotion period to run during key periods to boost traffic and maximise customer engagement.

IN-STORE INFLUENCER MARKETING

✓ Discover key influencers at your locations and engage with them directly using the Mapkats Instagram comments tool.

✓ Create contact lists based on shop locations, preferred brands and lifestyles of your key influencers.

✓ Calculate media value of key influencer posts based on reach and engagement.

PUBLISHING USER GENERATED CONTENT

✓ Review Instagram pictures taken in your stores, filtered by date and locations and publish to Facebook, websites and media walls.

✓ Measure engagement of your Instagram and Facebook posts to promote high performing content in your Facebook wall.

✓ Syndicate published Instagram content to partner Facebook pages and websites, with logo watermarking.

MAPKATS

WWW.MAPKATS.COM

www.evolvesocial.com.au

david@evolvesocial.com.au@wess

@evolvesocialau