Overview presentation of the Engage121 local edition

1. Social Solutions

2. Overview
Why Do Local Social?
3 Keys to Success at Local Level
4 Keys to Success at Corporate Level

3. Why Do Local Social?
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.

4. Why Do Local Social?
“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.”

5. Why Do Local Social?
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

6. Why Do Local Social?
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.
Why Do Local Social?

7. Why Do Local Social?
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.

8. Why Do Local Social?
Relationships are Local
Your customers live, work and shop
in local communities.
Managing customer
relationships
is easier at the local level.
Therefore interaction
needs to be local too

9. Why Do Local Social?
Use Local Stores to
Corporate
Account
Followers
Amplify Your Brand
Message
70,431
(No Local Outlets)
Potential
Community:
1,639,153
(365 Local Outlets)
2,500% Increase

10. Local Success Story – Fort Madison, HyVee
Hy-Vee - Chuck Osmanski
Last 30 Days
Reach at Start: 36,300
Reach at End: 61,390
Reach Growth: 69%
Total Posts: 347
Total Logins: 93
Lifetime
Networks Leveraged:

11. Why Do Local Social?
Your stores give
you a Unique
Local Advantage
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

12. Social Solutions

13. 3 Keys to Success at the Local Level
Simple, Fast,
& Effective
SMB owners are
busy, so the local
social marketing
process has to
be simple and
fast
Regular &
Relevant
Content
Capture
Business from
your Social
Channels
Your prospects
and customers
are savvy, so the
content you post
needs to be
fresh and
engaging
You want to
close more
business, so you
need ways to
capture interest
in your social
community

14. Social Solutions

15. 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
 Amplify your brand
message
 Cross-post on 43
Networks
 Track compliance to
brand guidelines
with approval chains
 Monitor brand buzz
locally & across
social web
 Deliver corporate
messages to a local
audience
 Monitor Local Brand
Compliance
Capture Sales
from Local
Networks
Analyze
Buzz, Sentimen
t, Ads, Posts, a
nd Comments
 Built-in apps
empower local
stores to capture
leads from local
social advertising
 Track activity
effectiveness for
both Corporate &
Local initiatives
 Tailor reporting and
analytics to your
business

16. So what were our client concerns?
Will our local stores
deliver our brand
message correctly?
Will I know if
stores are
following
plans/policy?
Can I track local
activity to see what
works/doesn’t work?
Our local
owners don’t
know much
about social
marketing.

17. So what about your concerns?
 Ability to view/report on all
local store location activity
 Deliver corporate messages
locally
 Monitor your brand buzz locally
& across the social web
Will I know if
wholesalers
are following
plans/policy?
 Monitor & Encourage Local
Brand Compliance with
Approval Chains

18. So what about your concerns?
Will our local
wholesalers deliver
our brand message
correctly?
 Monitor your brand buzz
locally & across the social
web
 Monitor & enforce local
brand compliance with
approval chains

19. So what about your concerns?
 Ability to view/report on all
local store activity
 Monitor your brand buzz locally
& across the social web
 Track activity effectiveness for
both corporate & local
 Reporting and Analytics tailored
to your business
Can I track local
activity to see what
works/doesn’t work?

20. So what about your concerns?
 Hot Content for easy posting
 Integrated local social
advertising
 Built-in apps empower local
stores
OR
 SOCIAL MEDIA ASSISTANT:
We’ll do the work!
Our local
wholesalers don’t
know much about
social marketing.

21. Clients
RETAIL
NGO/ASSN.
RESTAURANT AND FOODSERVICE
HEALTH AND WELLNESS
SERVICES
FINANCE/INSURANCE
REAL ESTATE
AGENCY
CONSUMER

22. Social Solutions