There is a sweet spot between using automated tools and developing strong personalized relationships with consumers, and that spot rests within localization. At BIA/ Kelsey "Local Interactive media," Where2GetIt CEO Manish Patel discussed hybrid automation and how enterprise brands can effectively use it to market and monetize at scale.

1. A Multi-Location Local Strategy
Marketing Automation:
Localize. Humanize.
Strategize.

2. Agenda
► About W2GI
► Automation, Redefined
► Brand Challenges
► How to Win Locally:
A Hybrid Strategy
► Pillars of Multi-Location
Optimization
► Beyond Automation:
Know your Brand Score

3. About Us
►17 Years in Business
►Serving more than
500 Brands
►4.5 million
managed locations
►20 million analytics
rows inserted daily
Our Clients

4. The Power Behind W2GI’s Infrastructure

5. Where2GetIt Mantra

6. Automation: Redefined
A Hybrid Solution

7. Myths of Automation
► “A One Size Fits All”
• An outdated methodology that does not fit the
local consumer
• Generic customer Intel
► Local Marketing on Autopilot
• Digital marketing should not be run by robots
• Loss of authentic conversations
► Personalization
• Chances are, with an completely ‘automated’
strategy your data has not been vetted for spam or
checked for relevancy
• Don’t be a victim of ‘automation’
Autopilot … NOOOO

8. Key Challenges
► Dynamic Location Data
► SEO
• Link building
• Content
• Citations
► Unified Content Management
• Scheduling
• Events/Offers
► Reputation Management
• Response – Personal vs Canned
► Competitive Benchmarking
• Know local competition
► Analytics/ Engagement
• Knowing consumers locally
• Response time, rate and velocity
• Lack of actionable analytics

9. A Hybrid Solution:
A Holistic Approach to Automation
►Strategy(Local)+Humanize x Scalable Technology(Automation) = Local Brand Love
Local Strategy Automation Local Brand Love

10. Redefining Automation
►Monetize
• A proper automated local marketing strategy
can impact your bottom line
►Localize
• Do not get trapped into a program that does
not first assess your local strategy and goals.
• Can your brand message scale at the local
level?
• Do you know the performance of your local
automation efforts?
► Humanize
• Deriving brand ambassadors is about
engagement through genuine conversations
• Deliver a hyper-local experience

11. Why It Works
►There is a sweet spot between using automated tools and developing strong
personalized relationships with consumers, and that spot rests within
localization.

12. How to win Locally
A Hybrid Automated Strategy

13. The 6 Pillars of Multi-Location Optimization

14. Data Quality:
Multi-Channel Database Unification
► How is your data quality?
• Take control of your location data
► Maintain complete, current &
consistent data quality
• Automate data cleansing
• Automate listings updates
• Automate reporting
► Manage Local Content
• CMS-One dashboard, all locations
• From locator to social messages
► Customize Digital Assets
• UI, especially on mobile, has never been
so important-deliver a local experience

15. Local SEO:
Adding value to consumers
► Value add: You are what they
want. Be findable.
► A holistic local approach
• Links in all the right places
- Landing Pages, Locators, Listings,
Social, Reviews, Website, & Ads
• Integrate digital assets
►Automated localized content
updates across brand properties
► Deliver a geo-centric experience
►Impact: Location ranking and
discovery

16. Proactive Engagement:
Local-Social Listening
►Psychographic Data
• Hyper-local consumer intel
• Beyond who, but why they buy
• Understanding the why, drives KPIs
►Listen and Take Action
• Real-time response
• Create genuine conversations with
consumers with your direct response
service team
►Drive Local Engagement  drive
sales

17. Reviews:
The Holy Grail
► The brand challenge
• Review and Reputation management = challenge for
brands
• Brands typically want corporate control, a unified
dashboard or at scale
- This doesn’t exist on Google, Yahoo, Bing
• To manage reviews, you have to click into each profile
manually
• Engines also don’t offer any aggregation or bulk
review analytics
►Benefits include:
• Understand your reputation
• Improve your reputation
• Competitive Benchmarking
• Drive local sales

18. …. Automate This

19. Local vs. National Advertising
► Customers are increasingly looking online for local businesses.
► Local advertising is a great vehicle to generate brand awareness and drive
local consumers into store locations.
Targeted SearchLocalize Lower CPC Improve ROI

20. Competitive Benchmarking:
Staying One Step Ahead
► Lead the Pack:
• Monitor conversations and ratings
• Actionable insights to jump ahead
of top competitors
• Monitor effectiveness with a
competitive Brand Score
benchmark
► Understand your competitive
brand score at the Local level,
across:
• Data Quality
• Search
• Social
• Engagement
• Advertising

21. Beyond Automation
Know your Brand Score

22. Brandify Platform

23. Discover and Analyze:
A Signal or Noise?
► Understanding the difference
between a social-local signal and
noise
• Gather relevant data
- Your brand/consumers
- Competitors
- Industry Influencers

24. Strategize
►Benchmark your digital footprint
• Including competitors
►Create Strategic Plan delivered by insights
► Local execution plan
• Budget allocation
• How and what to automate
• When and where to humanize
►Monitor, Listen & Engage
►Rinse & repeat

25. Execute Locally, at Scale

26. Thank you
contact@where2getit.com
888.377.2767
5101 E. La Palma Ave, Suite 107
Anaheim, CA 92807
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