Can retail brands become more local with social? Social Media Week London - 26th September 2013
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Here's the full deck of what Roger, Nicholas & Evelyn had to say at our event "Can retail brands become more local with social?" at The Hospital Club on Friday 26th September 2013 - we hope you enjoy it
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Can retail brands become more local with social? Social Media Week London - 26th September 2013
- 1. Can retail brands mirror the success of some independent stores by becoming more local with social? #smwlocalsocial
- 2. Traackr Influencer Marketing From @traackr @nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
- 3. 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
- 14. Traackr Influencer Marketing SOCIAL MEDIA WEEK-LONDON 2013 SOCIAL INFLUENCE FOR LOCAL BUSINESS: HOW TO MAKE IT WORK ?
- 15. Traackr Influencer Marketing “You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.” P. Sheldrake The business of influence But what is actually influence ?
- 16. Traackr Influencer Marketing Who do you trust for your purchase decisions ?
- 17. Traackr Influencer Marketing Influencer marketing is about generating positive impact (advocacy) towards your target through the social capital of selected individuals
- 18. Traackr Influencer Marketing ONE KEY CHALLENGE OF INFLUENCER MARKETING : IDENTIFYING THE RIGHT AUDIENCE
- 19. Traackr Influencer Marketing 3% of individuals generate 90% of the impact
- 20. Traackr Influencer Marketing And they are unique to the context they operate in
- 21. Traackr Influencer Marketing Is he the right influencer for you ?
- 22. Traackr Influencer Marketing 3 levels of potential target influencers to consider in your strategy
- 23. Traackr Influencer Marketing Ex: Finding influencers on Manchester restaurants
- 24. Traackr Influencer Marketing Finding influencers on Manchester restaurants ...and their connections
- 25. Traackr Influencer Marketing Ex: Finding influencers on local activities
- 26. Traackr Influencer Marketing And now the really important question
- 27. Traackr Influencer Marketing WHAT IS THE ROI ? And now the really important question
- 28. Traackr Influencer Marketing The good news: real ROI can be easy to measure for local retail Online coupons or offers enable good tracking and attribution
- 30. Lovely picture over Summerstown taken by my neighbour Keith
- 46. Social SolutionsWhy Local Social?
- 47. 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
- 48. 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: +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 49. 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.” +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 50. 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 +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 51. 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. +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 52. 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: +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 53. 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. +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 54. Why Do Local Social? Therefore interaction also needs to be local too +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 55. Why Do Local Social? You can Use Local Stores to Amplify Your Brand Message Potential Community: 1,639,153 (365 Local Outlets) 2,500% Increase Corporate Account Followers 70,431 (No Local Outlets) +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 56. Local Success Story – Fort Madison, HyVee Hy-Vee - Chuck Osmanski Reach at Start: 36,300 Reach at End: 61,390 Reach Growth: 69% Total Posts: 347 Total Logins: 93 Networks Leveraged: Last 30 Days Lifetime +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 57. Why Do Local Social? 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 +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 58. Social Solutions3 Keys to success at the local level?
- 59. 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 +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 60. Social Solutions4 Keys to Success at the Corporate Level
- 61. 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, Sentimen t, Ads, Posts, a nd 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 +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 62. 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. +44 (0) 1306 646794 I Engage121.com I Twitter: @engage121 Success in Local Social
- 65. Can retail brands mirror the success of some independent stores by becoming more local with social?
Notas del editor
- Can retail brands mirror the success of some independent stores by becoming more local with social?
- Roger Jones | Geek in a suit Digital Marketing Consultant with Actionable Insight Honorary Research Fellow with the University of Roehampton Understand the worlds of search, social and content The power (looking forward) is in the data Geographical is the next layer of intelligence to be leveraged (in the main stream)Wouldn’t it be interesting to eradicate the word “Where”Angle | My role today is add context, angles of thinking and ask Socratic questionsHappy Buffday | Carlos Rodriguez | AKQA
- Perspective (Inclusions and exclusions)Mary Portas and Bill GrimseyHigh street store closing and local independent stores opening Why?Hierarchically, we are looking at:Out of Town Shopping Centres (I hate them but they have their place)(Interesting to see on Bloomberg Business re Tesco Watford where they have generated the first wave of Out of Town High Streets)(Generated as they say out of a need state)(Why didn’t they just buy the High Street???The High Street (Clone town)(one to many)(concept simply outdated)Independent stores (Economic shift)(Need state as much as a nice to have)The Internet and predominantly mobile commerceWhy?Can the high street retailer learn to look, behave and engage like a local independent store?Why?There are 2 separate things going on here; The first is the overheads vs turnover battle being waged by the Out of Town Shopping Centres x The High Street x Independent stores x Internet and mobile commerceThe second is how they communicate, engage and induce loyalty?Angle | We will concentrate on the latter Can retail brands mirror the success of some independent stores by becoming more local with social?
- To add even greater context |Estates of the Realm(Mark Warren and Chris Caffyn)Introduction | RogerWorld Wikipedia theory | How The Conversation came about…Hierarchical | Conceived society | Demonstrate the power shift in communications Duplicitous analogy | Times (RelevanceFrench Middle Ages) & Organisation (Parliament)Angle | Consider |Roles & Responsibilities & Remuneration In other words – how story telling has evolved over time (bear with me – it gets there)Can retail brands mirror the success of some independent stores by becoming more local with social?
- First Estate |Church | Clergy | The great story tellers!The Church were the first organisation to bring together local area networks into one unified body Higher clergy | Second son (syndrome) nobility | First son was Head of the familyLower clergy | Parish priests, monks and nuns | Classic Agency Model Public records | Births, deaths and marriages | Research for "Who do you think you are”Angle | The Church | Mr 10% | Tithe TaxCan retail brands mirror the success of some independent stores by becoming more local with social?
- Second Estate | NobilityBoth a shift in power and time Nobility of the robe | Magisterial class that administered Royal Justice and Civil GovernmentNobility of the sword | Hard, fast and nasty Primary role and responsibility was Regional and Local governanceAngle | Financially | Givers and takers |Taille taxes (Loved taking and hated giving)Can retail brands mirror the success of some independent stores by becoming more local with social?
- Third Estate | Middle classNext phase of power was to the Urban and rural middle classes | EducationUrban classes | Bourgeoisie and craftsmen | Traders and craftsmenRural classesPeasants and working class Worked hard | Daily bread Angle | Paid disproportionately high taxes - and despised the state!Can retail brands mirror the success of some independent stores by becoming more local with social?
- Fourth Estate | Mass Media News and the mass media Oscar Wilde | “In old days men had the rack. Now they have the press”Historically | Role was to influence and report #1#2#3Introduced commercial gain for latest news when we stepped above the LANPayment for distributionDid mass media come about as a societal and political force | Is Murdoch a secretmember of the cabinetAngle | We must remember organisations embracing the mass media is a relatively recent phenomenonCan retail brands mirror the success of some independent stores by becoming more local with social?
- Fifth Estate | Community | The Conversational PrismHas been reported as Trade Unions | Blogosphere | Organised crime | Social spaceThe power of community | William Dutton Networked Individuals | The power is with the people Technology is at last catching up with civilisation (Unreasonable - Men and Woman)Apply Estate Model to Parliamentary| Lords Spiritual | Lords Temperer | Commons | Press | PublicReturning back to local area networking and niche communitiesAngle | The power and remuneration of communication has been / is being democratiseCan retail brands mirror the success of some independent stores by becoming more local with social?
- Observations Technology is at last catching (nowhere near completely) with civilizationGeographical intelligence (First iteration of web 3.0)Key opinion leaders have always existed now just easier to find by quantifying their reach, resonance and relevance Where are you on the scale from 4 to 5?What is your digital maturity?What is stopping you? Why are you not already doing this?How many of YOUR sales and marketing tactics and mechanics involve one to many communications?It will take George Bernard Shaw’s <Unreasonable (wo)men> to make the change3 waves of organisation (Challenger)(Sales and marketing)(Critical mass)Talk is cheap – conversation is expensive (Shift is all consuming)Ocean going liner analogy (if relevant)The Future of eCommerce talk (Legacy IT systems, Mergers and acquisitions, business priority and business critical)Angle | Do you trust every single one of your employees to be your perfect brand ambassador? (Many CEO’s say NO)Can retail brands mirror the success of some independent stores by becoming more local with social?
- Key Opinion Leaders Always existed I love what Dan Doherty is doing with Putney Social and Ben Black with Cwmbran Life Unofficial Lord Mayors (Registering every business in a post code and replacing the local newspaper)They now exist in your community and that of your customer Aquatic Centre in Hull used local taxi drivers and hairdressers Angle | There has always been a town Mayor!Can retail brands mirror the success of some independent stores by becoming more local with social?
- Future visionWhat does a networked community and local social look like?Brand perspective understanding of:Search x Social x Content (The Jet Stream Methodology)Adding known data sources and geographical intelligence (Layer Cake) Creating digitally efficient content (Video x pictures x words)Understanding (and integrating) your off and online user experience (single point perspective of the customer)I have looked at you all on LinkedIn, Twitter and …Angle | Why? (you know this is right so why aren’t you doing it?)Can retail brands mirror the success of some independent stores by becoming more local with social?
- The Jet Stream MethodologyThe Jet Stream Methodology co-joins the historically siloed disciplines of search, social and content to form the most digitally efficient engagement programmes – for any organisation!Angle | The methodology builds up (and down) layers of search, social and content data Can retail brands mirror the success of some independent stores by becoming more local with social?
- Search The search universe is calculated from the most relevant key phrases in Google, Yahoo and Bing according to competitive analysis, language, seasonality, trending, geography intelligence and device – then validated with PPC to ensure absolute accuracySearch defines the language Social The social universe is made up of the positive mentions and deep and meaningful conversations in social space measured with BrandwatchSocial defines the space Content The content universe is an index of the number of owned vs. user generated content assets that exist in social space and how it moves Content defines the engagementAngle | Currently separate data silos Can retail brands mirror the success of some independent stores by becoming more local with social?
- Building up and down the layers Once we have built up a picture for the base level (and benchmarked) the process is repeated for the niche, industry and aspirational life style space To identify the Jet Stream opportunity Then flip it to look at the super niche (and local area networks) which is where the real fun begins
- The Jet Stream Methodology maps the data and identifies vacuum gaps thereby creating actionable insight to inform creation of the most digitally efficient engagement programmes.
- Key findings Search is directly related to salesSocial is directly related to customer satisfactionContent is directly related to campaign / programme communications (ultimately media spend)Angle | Hindsight is great but predictive (and backing your work) is where the money is
- Stories (Digitally efficient content)Many business don’t’ understand their GIVES and GETSCurrent norm is words, pictures and videos Why not reverse the trend to video, pictures and words (Generate cascading content)Are you optimising all content correctly (YouTube captions story (funny) – if relevant)Angle | Why not?Can retail brands mirror the success of some independent stores by becoming more local with social?
- Layer Cake Generic data (Office of National Statistics / Experian)Know data (Customer database | Branch | Store | Pop UpSearch (Google)Social (Engage121)Content (Search Metrics)Map (Map Info)Key opinion leaders Nuances of language, conversation and vibe Angle | Real time data Can retail brands mirror the success of some independent stores by becoming more local with social?
- Examples of new thinking Real Time Creative Content NewsjackingUrgent GeniusAngle | Catalyst of real time creative content Can retail brands mirror the success of some independent stores by becoming more local with social?
- Google (Social) Geographically intelligent Ratings and reviews Logged in Google search (Integration AND intelligence)Amazing on mobile Angle | Google in the room?Can retail brands mirror the success of some independent stores by becoming more local with social?
- eBay eBay and Argos (Latest click and collect offering)eBay Now (US only)Shop locally Delivered in 1 hour Just $5 per order over $25 Angle | eBay in the room Can retail brands mirror the success of some independent stores by becoming more local with social?
- Amazon | Introducing AmazonFreshFree same-day & early morning deliveryHuge selection, from milk to electronicsLocal shops & restaurantsTime-saving toolsAngle | All the benefits of a Prime membership (so new it has a spelling mistake)
- Examples of new thinking Majestic Wine Evolving for 2 ½ years on and offline local area community around each store X7 follower on the stores (as opposed to central account)Trust the (predominantly graduate staff)Customer service central to the offering Facebook and Twitter operating from inside their systems of working Don’t measure on and offline integration due to cost Angle | Trust the staff to do a good job!Can retail brands mirror the success of some independent stores by becoming more local with social?
- Examples of new thinking Appear Here Sensational pop up culture Angle | Develop an evolving high street Can retail brands mirror the success of some independent stores by becoming more local with social?
- Examples of new thinking KOGI BBQ Answers the where question Angle | Fish where the fish are!Can retail brands mirror the success of some independent stores by becoming more local with social?
- Examples of new thinking COMODOBest story telling EVER Instagram Menu The Magic Hour Angle | Tell a sensational story Can retail brands mirror the success of some independent stores by becoming more local with social?
- As Roger has outlined in eloquent detail. We are in the midst of a dramatic Local transformation, enabled by Social Media and Mobile. This shift is changing the way we communicate, interact with each other and connect with Local businesses of all sizes. As consumers increasingly look for tailored products and services, brands are moving away from a ’cookie-cutter’ approach and adapting according to location.
- Over the next short while I want to look at what some of the household names are doing but also what some less well known clients of ours are doing in the US where the local social media market is more evolved.In doing this I want to reflect on where the success lie for both the corporate entity and the local store/branch.
- Clearly, George Cadbury had his own business agenda when he bought 120 acres of land close to [the Bourneville factory] and planned, at his own expense, a model village which would ‘alleviate the evils of modern more cramped living conditions’. By 1900, the estate included 314 cottages and houses set on 330 acres of land. [source] In 1893
- Roll forward 120 years – and we see Tesco revamped its Tesco Extra in Watford this month to appeal and add to the community. It now includes coffee house Harris + Hoole, Giraffe, The Bakery Project and bakers Euphorium, as well as a new F+F concession.Not quite social house but importantly there will also be a pharmacy, opticians and a community space which local groups can book and use free of charge.Big retail spaces need to compete with online shopping so the stores need to be more exciting and ‘not just places to shop, but places to spend time with family and friends and enjoy a coffee or meal’. Earlier this year Tesco also announced it would use space at its Stockton Extra branch into a leisure facility which may include a gym, a children’s play area and a day nursery.This is perhaps one of the biggest examples of a brand tailoring itself to the local area but it is a strategy that brands including Starbucks, Wholefoods, Puma and Rosewood Hotels & Resorts are also following.
- Certain locations also prompt a brand to create a tailored approach according to the surroundings. According to Puma, it was one of the first big brands to experiment with the container retail concept.Experience is key to the shift towards bespoke stores and brands have also seen that getting involved in tailored events is a way to get attention in places where they might not otherwise appear
- At Whole Foods, the local store is the marketing king. 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. They have empowered, trained, smart people at the local level and that’s why local social works for us. If you don’t trust the people who are local it’s not gonna work.” The content mix consists of Lifestyle + Transaction. On the global brand level the social media content covers lifestyle topic. People want information, and aspiration. Content on the local level covers transaction topics because customers associate the store location with purchasing, products, and events. They use lifestyle topics on the brand level, then trickle through the local brand where they close the sale. For example: Lifestyle brand story: “Here’s what to cook with strawberries.” Transaction local story: “Strawberries are on sale.”
- Sometimes help comes from unlikely sources.Whilst most people still recognise that these activities as marketing, but when the alternative is interruptive advertising selling things people neither want nor need, it’s easy to understand why community-minded marketing gets more positive feedback across different audiences..
- Brands that get local social right don’t think of it in terms of obligation; they see it as a real opportunity to build mutual value for their brands and their communities.When you have a local high street presence as well as a community focus, the opportunities are even more apparent but the key message I want to get across here is that you don’t have to be enormous global brands for this to work and that’s where SOCIAL MEDIA really comes into its own by levelling the playing field.
- However I am in danger in overselling the altruistic benefits of local social and the reality is our most fundamental finding from our local social experience has been that our most important role as a service provider to local merchants is to translate the social jargon and buzzwords to retailers' bottom line.
- The benefit to CMO's and other Corporate folks is very much about growing their brand's reach by having your local colleagues build their communities organically, but the local store only cares that we show them how their social activity rings the cash register. Social ultimately is meant to be local because that is where relationships are strongest.But look what happens when you put the combined efforts of the two together. This is a real client of ours, where the corporate company thought they were doing well until we started working with them and their local stores.
- --Hy-Vee-- - 250 grocery stores across the US targetingmoms. - Primarypain-point was getting store ownerstobringtheirlocalpromotionsand store merchandising to life via social. - The primaryuse of Engage121 services initially was to push Corporate messaging andpriorities down through the localFacebook pages. It was a bluntintermentto say the least. - Some stores begantousecreativeposting approaches wherethey'd snap a picture of theirfresh new display andlocalgrocerand post itto draw traffic throughlocalrelevance. - After spotting thisorganiclocalinspiration, Hy-Vee and Engage121 partneredtobuildapplicationsthatcanconvert the simplephoto post to real commerce opportunities. We wound up building a) a "Guess howmany ____." trivia applicationtoenhance the local display draw and b) add a FourSquare Coupon Specials applicationtoprovide a simple template forattractingandrewardingfoot-traffic. - In the most recent week of September, 78% of participating stores werepostingthrough Engage121 weekly.
- When we began to talk to them about prospecting for foot-traffic, e-mail addresses, coupon redemptions, and contest participation from within the local retailers social community, it clicked for them and our utilization grew swiftly.
- Real examples of businessescapturing business --Pump It Up-- - 145 children'sactivity centers (i.e. "BounceHouses") across the US targetingmoms. - The Corporate marketing team createdan Event Calendarthatfocused on a handful of holidayslike Halloween, Black Friday, as well as parent-targetedthemeslike "Date night". - Engage121 tookthis event calendaranddesigned a promotionalapplicationthat a) marketed discounts for e-mail registrationto these events and b) encouraged store gueststo post pictures of theirkidshaving a balltotheir personal socialnetworks. This goal is tocreate a viral marketing effect whilegenerating customer purchases in the samecampaign. - In the most recent week of September, 70% of participating stores werepostingthrough Engage121 weekly.Wild Birds– not just youth brands (120 stores now involved - 300 specialty retail stores located across the US targeting consumers primarily in their 50's and 60's. - The application UI emphasizes promotional posting (coupons, newsletter sign-ups, and photo contests) balanced equally with content posting features so the local retailer understands its about growing your community AND asking for the audience's business regularly.
- Suffice to say any new approach brings misgivings and we do a lot of work to help those clients avoid these pitfalls, but the majority of the time whilst there are teething problems, the results far outweigh them, and as the stores see the success, see the increased footfall, hear the cash registers ring more often they see the benefit and therefore take the time.
- Usage characteristics Understanding of the data Formerly (many still) persona and use case Challengers moving toward commodification (Intel – Museum of Me)How many data points do you hold and use on your customer data?Angle | How many do you need?Can retail brands mirror the success of some independent stores by becoming more local with social?BiographicGeographic profile Demographic profilePsychographics – social class, lifestyle traits, motivations and personality characteristics Webographics – online characteristics – tenure of online usage, device and speedPersona relationship to the business – employee, partner, supplier, customerProducts / business relationship to the persona – usage rate, loyalty, attitude, projected brand relationshipSpecific goals / needs / attitudes – usage goals, emotional goals, motivations, needs, frustrations triggers for actionSpecific knowledge – language, computer proficiencyContext of usage – task context, users role, responsibilities, benefits sought, environment, security, trends, legal, learnabilityInteraction characteristics of usage – frequency, regularity, continuity, timeliness, complexity, scenariosInformation characteristics of usage – information flow and presentationSensory / Immersive characteristics of usage – brand, identity, style, genre, appeals, memorable, pleasurableEmotional characteristics of usage – brand personality – sincerity, excitement, perceived personality, perceived experience, point of time and sense of placeAccessibility issues – physical, mental disabilities, assistive devices usedDesign issues – appreciation of style and designPersona relationships – general interaction
- Can retail brands mirror the success of some independent stores by becoming more local with social?