Location-Based Marketing on Facebook - An iCrossing and west elm webinar
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The document summarizes key findings from a Facebook smartphone study and provides best practices for location-based marketing on Facebook. It finds that local search and Facebook usage are popular mobile activities. It also discusses opportunities to engage local customers through hyper-local content on local Facebook pages. Finally, it offers a five-step approach for companies to pilot and optimize a local page strategy, including community guidelines, content calendars, and measurement.
Location-Based Marketing on Facebook - An iCrossing and west elm webinar
- 2. Welcome Amanda Peters Head of Social Media, iCrossing @AmandaPeters Ashmi Elizabeth Dang Associate Director, Social Strategy, iCrossing @AshmiNYC Jake Lemkowitz Associate Manager, Social Media and Digital Content, west elm @WestElm
- 3. • Review of the key points from a recent smartphone study conducted by Facebook • Opportunities to use Facebook’s location-based tools to be more relevant though hyper-local content • Pros and cons of community management at the local level • How to get started with location-based marketing on Facebook with best practices from west elm • Key takeaways • Q&A AGENDA TODAY’S
- 4. The Big Picture Source: Always Connected; An IDC Research Report, Sponsored by Facebook (May 2013) Local search ranks in the top 10 most popular activities on smartphones Of smartphone owners use Facebook during errands and shopping; 49% use Facebook during live events Of those who own a smartphone use Facebook on their phone; 61% of them use it daily 70% Top 10 46%
- 5. Local pages are an opportunity to be more relevant through hyper-local content LOCAL PAGES
- 6. Parent-Child Framework • Individual pages for each physical location • Unique profile name and custom URL • Searchable map on your corporate brand page • Option for consistent branding across all local pages, or customized on a page-by-page basis
- 9. Facebook Mobile Search • Preference is given to the local page based on geo-targeting • Search results are ranked in the order of relevancy based on the number of your friends that have engaged with the page, or by the Facebook Community overall • Key takeaway: There's an opportunity to engage with on-the-go consumers, but this requires local pages with relevant content
- 10. Graph Search • A new way for consumers to discover connections between people, places and things • Search results are ranked in order based on the number of your friends that have engaged with the local page, and then by the Facebook Community overall • Key takeaway: This is an opportunity to be discovered by consumers through Facebook local pages
- 11. Facebook Mobile Nearby Places • A local discovery feature on mobile • Displays a list of local businesses based on your current location and what is deemed relevant to you • Content is deemed relevant based on the number of friends who have Liked, checked-in, rated or recommended the local business • Key takeaway: Launching and optimizing local pages for engagement is key to building a meaningful presence in the Nearby Places tab
- 12. Pros outweigh the cons of community management at the local level COMMUNITY MANAGEMENT
- 13. Pros: Community Management at Local Level • Local pages have a greater likelihood of connecting with consumers through relevant content such as news, events, and photos, which are authentic to the location • The ability to publish timely relevant content is easier at the local level through the lens of on-the-ground employees
- 14. Cons: Community Management at Local Level • Community management at the local level can be viewed as giving up control of the brand to those less experienced with marketing • Maintaining local pages requires training and guidelines to ensure success • Through the parent-child framework, there is no mechanism to publish brand content across all local pages at once • Local pages may only attract several hundred fans, which may seem like a lot of effort for little reward; however, studies show there is 5x greater reach and 8x greater engagement by fans reached on local pages
- 15. Through a pilot program, brands can test, learn and optimize for success 5 STEPS FOR SUCCESS
- 16. 5 Steps for Success Across Local Pages Create a Facebook local page strategy for community management at the local level. Doing so ensures the brand approach in social is consistent across all pages. 1
- 17. 5 Steps for Success Across Local Pages Create and distribute a weekly content calendar with key messaging and assets for local pages. 2
- 18. 5 Steps for Success Across Local Pages Empower your employees to create unique content for local pages. Doing so creates relevancy through hyper-local content, which cannot be achieved at the corporate level. 3
- 19. 5 Steps for Success Across Local Pages When working with key influencers, such as bloggers and artists behind locally sourced products, it’s okay to ask them to rate and recommend your store. 4
- 20. 5 Steps for Success Across Local Pages Measure and optimize your strategy of local page activity to ensure success when scaled nationally. 5
- 21. • Consumers want to connect with brands at the local level • The pros outweigh the cons for local community management • Through a pilot program you can test and optimize your local page strategy before rolling out nationally • Updates over the past year show Facebook is committed to making location-based marketing a success TAKEAWAYS KEY
- 22. Stay Connected with iCrossing Find out more at www.icrossing.com Call us toll-free at 866-620-3780 Email us at findout@icrossing.com Become a fan at Facebook.com/icrossing Follow us on Twitter @icrossing Connect with us on Google+ Google.com/+iCrossing Q&A Send us your questions using the hashtag #ICINSIGHT Or use the chat window in WebEx
- 23. THANK YOU Amanda Peters @AmandaPeters Head of Social Media, iCrossing Ashmi Elizabeth Dang @AshmiNYC Associate Director, Social Strategy, iCrossing Associate Manager, Social Media and Digital Content, west elm Jake Lemkowitz @WestElm