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Consumers are on mobile 24/7
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of adults say their mobile phones are within arms reach
Source: h-p://pewinternet.org/Commentary/2012/February/Pew-‐Internet-‐Mobile.aspx
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» Enhance your store's image in the community
» Increase customer loyalty » Grow store traffic, sales and
awareness
of consumers will wait only
seconds for a web page to load on their mobile device before abandoning the site
Source: h-p://www.whitepapersource.com/socialmedia2013/PDF/SMSS13_Greg_Hickman.pdf
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out of mobile searches Lead to acRon.
OVER HALF lead to purchase.
Source: h-p://www.motleycreaRons.com/blog.php
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Great locaRon finder, you can also order and pay for food through
app
Starbucks
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• Mobile Brand of the Year 2012 • 1 billion in mobile payments in 2013
Pearle Vision
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• Clean mobile opRmized site
• All informaRon quickly accessible
How Do Top Franchises Dominate Mobile?
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• Apps • OpRmized Sites
Search is moving from
national to local
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Source: Based on 20BN Desktop US Searches (May 2013, Comscore)
Search Is Going Local Not National
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• 1 in 3 searches are for places or locaRons – This is expected to grow to 50% in 2014
Personalized Search
Search History
LocaRon
Social History
Source: h-p://blumenthals.com/blog/2012/11/13/ed-‐parsons-‐1-‐in-‐3-‐searches-‐at-‐google-‐are-‐local/
Local Franchise Sites
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• Goal: Create very focused, simple, local sites
that drive lead genera4on or convert leads
Lifetime Fitness
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How Do Top Franchises Rule Search Results?
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• Local Search • Local Sites
Social media is getting bigger (and stronger)
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What To Use?
Source: h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf
Facebook is sRll #1
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Wendy’s
Single Facebook page with local & regional messaging
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Applebee’s
Very nice use of Parent/Child Facebook pages
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monthly acRve users…
Source: h-p://www.staRsRcbrain.com/facebook-‐staRsRcs/
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What to pay for?
h-p://www.socialmediaexaminer.com/SocialMediaMarkeRngIndustryReport2014.pdf
Meineke of Burnsville
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Timeline: Invoice Count Per Day
Soj Open 1/6
Facebook Campaign Starts 2/26
Facebook Campaign Ends 3/30
• Average number of daily invoices increased by 79.5% once the Facebook campaign started
How Do Top Franchises Win at Social?
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• Pick the right social channels • Create a presence • Expand with ads
Consumers expect real time response
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Customers are 22% more likely to consider a brand after experiencing real time marketing
Source: h-p://www.cmo.com/content/cmo-‐com/home/arRcles/2013/10/14/RealTimeMarkeRng_15Stats.html
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Almost 50% of engagement happens within the first 30 minutes 80% of engagement in the first 180 minutes
When People Interact with a Post on Facebook:
Source: h-p://www.socialbakers.com/blog/1662-‐facebook-‐real-‐Rme-‐markeRng-‐50-‐post-‐reach-‐happens-‐in-‐30min
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• 32% expect a response within 30 minutes • 42% expect a response within 60 minutes • 57% expect the same response Rme at night and on
weekends as during normal business hours Source: h-p://www.convinceandconvert.com/social-‐media-‐research/42-‐percent-‐of-‐consumers-‐complaining-‐in-‐social-‐media-‐expect-‐60-‐minute-‐response-‐Rme/
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Show your audience they can expect timely, relevant interactions with your brand
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• Pizza Hut teamed up with Foursquare for a Super Bowl real-‐Rme campaign
• By the end of the campaign 303,445 people had check in (people were checking in at the rate of 1,000 per minute when the campaign was running)
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Home Helpers
Home Helpers receives 60% of their leads through live chat
Call Centers & Website Chat Features Can Increase Conversion by 36%
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Source: FranTech 2014 conference
Learn from Top Franchises
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• Listen and respond well or don’t do it at all • Have a dedicated resource
Get the Infographic!
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www.bluewaterbrand.com/digital
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Craig Boyte Director of 1:1 Digital Strategy
MaK* Wangsness Digital MarkeRng Manager
Thank you!
Connect with Us!
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@BluewaterBrand
facebook.com/bluewaterbrand
Bluewater Inc.
bluewaterbrand.com/blog
