winning at social through local store engagement from drs, 7.28.14
DESCRIPTION
Kevin Planovsky from Vert & Damon Davoudpour from Shoney's Restaurants presentation deck from Digiday Retail Summit, 7.28.14TRANSCRIPT
![Page 1: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/1.jpg)
Winn ng at S cial throughL cal Engagement
@shoneys@damontales
@vertmob@kplanovsky
![Page 2: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/2.jpg)
The Problem• Social grew up with a top-down approach• Recent innovations have changed the game• Most software supports the “old paradigm”• Mobile devices augment the social experience• Marketing organizations are slow to change• Corporate vs. Franchise stores can complicate
![Page 3: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/3.jpg)
Top-Down, one-size-fits-all global
engagement systems and strategies.
De-centralized, bottom-up, localized
systems & opportunities
Growing up Social
![Page 4: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/4.jpg)
New User Habits• Generally 50%+ social activity is mobile• Users sharing photos with geo & venue tags• More local searches with social context• Fans prefer locally relevant content the most• Customers expect swift social customer svc.• Sales needs & trends often vary by location
![Page 5: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/5.jpg)
The New
![Page 6: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/6.jpg)
New Goals
Increase Digital Word of Mouth & Reviews
Drive Trial Sales from New Audiences
Locally promote new restaurant openings
Capture engagement with current guests
New Digital Focus
![Page 7: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/7.jpg)
LoMo
data provided by:
![Page 8: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/8.jpg)
Brand vs. Bricks
- Fans love the brand- Corporate Marketing Staff- Focused on brand KPIs- Leads over-arching strategy- Oversees quality experience
- Fans love this location- Retail/Foodservice Staff- Focused on Same Store Sales- Supports strategy w/ local- Deals with customer service
![Page 9: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/9.jpg)
The Solution
A page for every location!
A manager for every page!
Organized Venue Grouping!
Global + Local work together!
Technology bridges the gap!
![Page 10: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/10.jpg)
Activate Local Fan Bases
Both local & brand content
Parent/Child Setup
helps EdgeRank
Fans of the store & the
brand!
![Page 11: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/11.jpg)
Local Store Social SEO
Recognizable branding &
naming
No local presence
Pages for other languages &
countries
Inconsistent branding &
images
Populates locations
closest to me
Lacking in mgmt, activity &
engagement
![Page 12: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/12.jpg)
Local Offers & Reviews
Facebook Offers only available to local pages
Reviews are also exclusive to local pages
Cross-linking other local accounts
![Page 13: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/13.jpg)
Technology Solutions
MomentFeed- Enterprise focus- Active syncing- Mobile Apps- White-listed API
Vert SBM- Mid-size focus- Publishing & KPIs- Local engagement- Content planning
Yext- Enterprise focus- Data integrity- Passive directories- Review reporting
Sweet IQ- Mid-size focus- Similar to Yext- Review site focus- Expanding social
Varying levels of support, strengths & pricing
![Page 14: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/14.jpg)
Considerations & Pitfalls
Legal (Franchises)
Organizational Setup
Software is a must
Clear Staff Roles
Budget Structures
![Page 15: Winning at Social through Local Store Engagement from DRS, 7.28.14](https://reader036.vdocument.in/reader036/viewer/2022070315/555286fcb4c905115b8b5221/html5/thumbnails/15.jpg)
Thanks!
Now, Grill Us!#SHOLOMO