1 LocalVox Social Reputation Management Strategies, Case Studies and ROI
2 What is Social Media & Reputation? Your customers are talking about you right now. Are you listening? Social media facilitates interac0on, informa0on- sharing, and rela0onship- building amongst brands and consumers
3 Your Social Reputation Matters 850,000,000+ People 2,700,000,000+ Likes/day 300,000,000+ People 250,000,000+ Tweets/day 54,000,000+ People 20,000,000+ Reviews Your customers are using social media right now 95% of mobile Internet users consult directories & social media before going to a local business. 88% take action within a day! 1 Your customers demand it of you 93% of consumers believe a company should have a social media presence 2 85% of consumers believe a company should interact with it s customers on social media 2 Your competition is investing 11% of local businesses next hire will be a social media manager 3 1 The Mobile Movement: Understanding Smartphone Users (Google & Ispsos OTX 2011) 2 Cones Business in Social Media Streetfight Mag 2011
4 What is Your Objective? Successful social media plans begin by sefng the marke0ng or business objec0ves 1. Building posi5ve brand awareness 2. Genera5ng consumer loyalty We can help you develop the goals that are right for your business
5 In Theory, It s Simple
6 But Don t Be This Guy Buy this. Buy that. Buy now. Look a sale. Buy this, it s new. Buy this it s a value. Buy this it s great. You should buy now. BUY! BUY! BUY!
7 Doing It Right Requires Effort & Time
8 Growth is Slow Early On Exponential growth looks flat early on
9 Facebook LocalVox SRM Helps You: Brand Setup your fan page with important local information Share Post several times per week Share media and news Facebook Pros: Large user base, sharing is easy, integrated marketing applications, some local functionality Facebook Cons: Hard to target and engage potential customers, especially without an ad buy Engage Respond to comments Collect addresses Create loyalty programs & apps Engage on target pages Spread Facebook ad campaigns (Pro)
10 You Have to Go to Them 96% Who Like You Never Revisit Your Facebook Page!!! L
11 FB: Share Your Expertise Shows pictures and what settings they were taken with Answers questions about products, availabilities, pricing, recommendations Shares expert product articles
12 FB: Share Photos & Videos Pick things that are inherently shareable Inspiring Funny Challenging Interesting Appealing (Food porn) Photos are easy!
13 FB: Yes Offer a Deal It s often less than the cost of acquisition Reward loyalty & sharing Marketing to existing customers is 8x more cost effective! Focus where it helps you most Focus on off hours / days Less popular products, new products that need awareness Reward sharing
14 FB: How do I get fans? Targeted advertising on Facebook Sponsored Pages Sponsored Posts Integrate the Facebook LIKE into everything (web, , etc.) Check-ins get shared across a fan s network. Place a sign at the register/front door **Use both Foursquare and Facebook** Successfully networking in groups
15 FB: Promote Page, Place, Content, Fans
16 Yes Offer a Deal It s often less than the cost of acquisition Reward loyalty Marketing to existing customers is 8x more cost effective! Focus where it helps you most Focus on off hours / days (Mermaid Inn Social Media Monday) Less popular products, new products that need awareness Reward sharing Facebook / Foursquare check-ins positive reviews on Yelp and Google+ Local
17 Engagement, Checkins & Demographics
18 Twitter LocalVox SRM Helps You: Brand Setup your Twitter page Share Post frequently (media, news, trivia) Twitter Pros: Share often, target consumers and conversations, direct user interaction, trend monitoring Twitter Cons: Branding light, 20% of followers see each tweet, applications are external Engage Respond to tweets / follows Target local consumers Target specific conversations Connect to individuals & groups Spread Run off hour promotions
19 Twitter is a Cocktail Party Talk to everyone who talks to you Listen for conversations you want to insert yourself into Talk about your story at the right times
20 Simple Twitter Playbook Follow and RT people you want to follow you back à Influencers Use lots of hash tags Regular Content mix Respond to everything Promote other channels like FB, especially on DM thanks for follows
21 Target Local Consumers Interest-based searches Business-related searches
22 Yelp / Google Places LocalVox SRM Helps You Brand Setup your Yelp / Google Places page with important brand information Share Update media and stay fresh Offer deals Yelp Pros: A lot of users, people consult these reviews, strong mobile presence, integration with Siri, you can respond to reviews Yelp Cons: Minimal brand control, reviews from competitors, predatory customer acquisition practices, unresponsive customer service, no phone support Engage Respond to reviews Spread Build programs to get new positive reviews
23 FourSquare LocalVox SRM Helps You: Brand Setup your Foursquare page Share Photos FourSquare Pros: Mobile, large consumer base, American Express partnership, specials, badges and gaming, real time customer alerts FourSquare Cons: Easy to scam, hard to target new customers Engage Reward your best clients Get notifications when customers check in and greet Respond to Twitter check-ins Create badges Spread Run viral specials and promotions
24 Many Directories Drive Business Hundreds of directories matter because they have: Audience (ex. Manta has 28.8m monthly visitors) Mobile usage and apps Links to your website for SEO, Google+ Local ranking
25 How We Measure Success You Measure Business Impact: New customers & increased loyalty We Will Measure: People listening to you (Facebook, Twitter) People talking about you (mentions, retweets, comments, shares, reviews, check ins) Positive and negative feedback through sentiment analysis Yelp reviews, CitySearch, FourSquare (on Social Reputation Management Premium package and above Click throughs and actions taken
26 We Use Postling 1 Simple Tool, Multiple Channels, Leverages Social media and review sites Publishes to blogs, photo and video sites, etc.
27 And Now to the Audience How are you doing on review sites? Is info consistent? Do you rank on Google+ Local? Do you respond to all reviews? Do you have a special? What should you be doing on Facebook? Do you post engaging information? Do you respond to all comments? Are you participating on other pages? What should you be doing on Twitter? Are you posting a combination of original, retweeted content? Are you engaging influencers? Replying to everyone? Are you finding geotargeted conversations?
28 Case Study 1: Snack on the Web Where are the social sharing icons? Go big with Facebook widget Link to review sites as well Good to have name, address and phone on footer
29 Snack on Facebook Header could have more context (who you are, why I should like) Request more recommendations A little more context on posts: What were you doing on Randall s Island More links to website Great photos Tag local influencers Calls to action
30 No Twitter Presence But lots of good content and targets: MommyPoppins New NYC regulations Great videos and articles Connect with a local movement #PrayForDaniel
31 Local Directories & Review Sites Missing almost all information on Yelp Missing website, description from most Almost no photos Only 1 Yelp review
32 Google Place Page Google Place page not claimed, no reviews Not on first page of Google for NYC special needs
33 Case Study: Big Heart Theatrical Good branding NAP information Calls to action More social updates on the front page
34 No Facebook or Twitter Ideas for posting Who are you trying to reach? What do they want to receive? What do you want them to do? Who can get you closer to those people? Success metrics How big is your target audience? What do you want them to do and what is it worth?
35 Directory and Review Sites Directories are mostly wrong Errors in basic info Missing on half of them
36 Google Places Missing
37 Online Marketing Is Too Complex Life was simple when all I had to do was buy a yellow pages ad Tracey Frost, CEO Citibabes A kid s playspace My website is hard to update SEO changes all the time SEO Consultants are expensive What do I do when Google changes their algorithm? It s hard to message my loyal customers Traditional local advertising is expensive and expires Social Media seems like a full time commitment There are too many directory listings to manage I don t have time to deal with multiple vendors Help!
38 Share Everywhere
39 Time Is Your Most Precious Resource Leverage Great Tools Social Media (Postling, Sprout Social, Nutshell Mail) Local Directory Optimization (egumball, Yext) Or Better a Single Platform (LocalVox, Hubspot) Find Partners Who Have Great Service & Education (LocalVox, Constant Contact)