Connecting With Consumers on Facebook with Localized Content

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

• 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

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%

Local pages are an opportunity to be more

relevant through hyper-local content

LOCAL PAGES

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



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

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

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

Pros outweigh the cons of community

management at the local level

COMMUNITY MANAGEMENT

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

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

Through a pilot program, brands can

test, learn and optimize for success

5 STEPS FOR SUCCESS

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


Create and distribute a weekly

content calendar with key messaging

and assets for local pages.

2


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


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


Measure and optimize your

strategy of local page activity

to ensure success when

scaled nationally.

5

• 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

Stay Connected with iCrossing

Find out more at www.icrossing.com

Call us toll-free at 866-620-3780

Email us at [email protected]

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

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

Technology

Connecting With Consumers on Facebook with Localized Content