Local marketing is more relevant marketing, but implementing it is a challenge for regional, national and global brands. Yet today’s technology and social media strategies can open a vast opportunity for the big to go small. Social media strategist and author Jason Falls and Expion’s Kevin Magee will present five strategies to move your brand to drive more local engagement, more relevant messaging and better marketing success.

1. Going Local
How big brands can win big with local focus
#localsocial
Presented By
Kevin Magee Jason Falls
Expion Social Media Explorer

2. Why Go Local?

4. 86%
of National Marketers are looking to modify, adapt
and localize their marketing content, messaging
and engagement practices.
Source: www.marketingprofs.com November 2, 2011
(CMO Council Research)

5. They say the top benefits for localized
marketing are…
• 67% Greater customer relevance, response, and return
• 39% Better customer conversations and connectivity
• 29% Improved loyalty and advocacy
• 27% Brand differentiation, distinction and preference
Source: www.marketingprofs.com November 2, 2011(CMO Council Research)

6. Why go local?
• Retailers struggle to
create relevant “local”
experiences
• Recommendations
include: “Include store in
part of the call-to-action”

7. It’s about Relevance

8. The Big Challenges
Personal Popular Networks
Communications Aren’t Built For It
Brand Teams
Are Stealth

9. What are the biggest challenges to going local?
Insights/Analytics 30% Understanding local market dynamics
19% Sourcing local market data and insights
17% Cost of supporting local content
Content Management 13% Controlling brand assets
12% Creating relevant local content
Company Buy In 19% Getting management commitment
14% Gaining field involvement and participation
Campaign 24% Determining cost/benefit models
Management 15% Handling logistics
23% Measuring/evaluating at the local level
Optimization 20% Understanding audience segmentation & targeting
Source: CMO Council Study of National Marketers, 2011 as reported by MarketingProfs

10. What matters most in Local Social Ecosphere
More 150 million user in US with average of 130 friends
More than 50% log in any given day
40 million users in US (but ...) - Over 3 billion videos viewed daily
50% of active users login every day - 100 million users are social weekly
Review Sites

11. Twitter Hidden Truths
Source: Sysomos Resource Library, Informationisbeautiful.net

12. Misconception of Location
Based Services
• 5 % of cell phone owners check in to locations
using geosocial services such as Foursquare or
Gowalla. (12% with a smartphone)
• There are literally hundreds of these platforms
Source: Pew Research Center Internet and American Life Project, Apr/May 2011

13. Overall Goal…Gain
Fan Engagement!
Comments Applications
Sharing
Posts Checkins
Likes RSVP

14. The Proof: Local Has Higher Engagement
Active Fans %
Facebook National vs Local Pages National Local
1040% Increase
Restaurant
765% Increase
Retail
National Active Fans - 1.5% 2.04% Local Active Fans - 15.6%
Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers(using fan
counts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1,
2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans

15. The Proof: Local Has Higher Engagement
Virality %
Facebook National vs Local Pages National Local
1125% Increase
Restaurant
700% Increase
Retail
National Fans Actions/Fan – 8% 14% Local Fans Actions/ Fans – 98%
Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers(using fan
counts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1,
2011 to October 31, 2011. Virality = the number of fan posts, comments, likes and check-ins/fans

16. Conversation Drivers: What works locally?
Local Pages – Top 10% Posts
Staff recognition Who is your favorite server?
What's the one item in your Notre Dame collection that you can't live
Interactive Q & A without?
We're excited to announce that we'll be opening a new store in the
New Store Openings Boston area! Can you guess where??
Thanks for the great comments on the wall. We would like to invite everyone
Events into the Azusa Applebee's for our first VIP Theme party
It's time for some FREE stuff, answer the following question: What is the
Promo/Giveway one Chick-fil-A menu item that you have to have each time you visit? We
will choose one random winner.

17. Result: Yes it does drive sales!
Financial Comparison:
2010 vs. 2011 over 7 companywide events
FACEBOOK VS NON FACEBOOK RESTAURANTS
OVERALL SALES 25% increase
BAR SALES 100% increase
FACEBOOK ONLY RESTAURANTS BAR SALES
PRE FACEBOOK 38% increase
POST FACEBOOK 80% increase
Source: Apple Gold Inc. | Owns 86 Applebee’s Restaurants

19. Steps to Going Local
Build Your
Team
Analysis Governance
Define
Local
Build Fan
Moderation
Base
Content
Planning

20. Define Local
• Geo Target to DMA from your brand page
• Local pages managed centrally
• Local pages managed locally with corporate oversight

21. Geo Target to DMA

22. Local pages Managed Centrally

23. Local pages Managed Locally

24. Build Your Team and Train
• Recruit Local Team Members
• Marketing, Agency, and Local - Set
workflow for content, publishing,
moderation and analysis
• Marketing to Operations both
regionally and local level
• Sharing Content
• Approval
• Local Responsibilities

25. Governance
• Define and set roles and
permissions for each user
• Set workflow and tasks
• Set keyword scans to
protect brand

26. Build local Fan Base
• Local employees - use
your best assets and
gamify to build fans.
• Contests - for your
employees and fans

27. Social Applications
• Promote engagement
and sharing on
Facebook
• Virally reach new
audiences

28. Content Planning
Create an editorial calendar that blends national
and local messaging
• Stage most compelling posts
for week for local users to
select from
• Constant monitoring of past
messaging to identify most
engaging messages to share
across all locations
• Allow local users to suggest
content

29. Moderation
• Review and respond to fan
communications
• Establish triage process to route
certain messages for handling
• Utilize fan’s personal history to
better respond and engage

30. Analysis
REACH ENGAGEMENT SERVICE INNOVATION
• Rank all locations to identify best and worse
• Measure your customer satisfaction by sentiment and response time
• Discover most engaging posts in your industry so you stop guessing
• Track and engage most active fans, brand advocates, and detractors
• Get real time alerts of competitor promotions for tactical response

31. Local Conversations
Drive Action…

32. For More Information,
contact Expion
kmagee@expion.com
@expion
Facebook.com/expion
www.expion.com