Social Media Boot Camp Series Module 4 Measurement, Hyper-Local Marketing, and Campaigns
Social Media Day 2013 Presentation: Hyper-Local Social Media
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Sharing a Hyper-Local Message Social Media Day 2013!! #SMDayMia 1
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The presentation I gave during Social Media Day 2013 Miami. The focus is on hyper-local messaging and targeting using social media. Updated July 25th, 2013
Transcript of Social Media Day 2013 Presentation: Hyper-Local Social Media
Sharing a Hyper-Local Message
Social Media Day 2013!!
#SMDayMia
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Jonathan Brownfield
Director of Everything Digital
Youngest photographer in Sports Illustrated Magazine
Fort Lauderdale Magazine 40 under 40
Gold Coast Magazine 40 under 40
Nominated for Man of the Year LLS
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On the Ball
A fusion of marketing and sales professionals who invest time and talent into emerging businesses to help them grow
15 years old company5 years with a focus on digital
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What is a hyper-local message
Message(s) that are targeted to a small geographical territory
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Why hyper-local messaging?
RestaurantsPizza place that delivers to a 5 mile radiusNeighborhood dinnerLocal pub
Local ShopsGrocery storePet storeCoffee shop
Community Organizations
Meet new friends
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Establish Goals
Are you trying the build an audience?
Share a story
Promote offers related to a location
Get more foot traffic?
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Craft a message
Start as narrow as possible
Segment your local audience into categories
Develop messages for each category
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Geolocation Data
Focus all of your effort into social networks that our geolocation aware
• Facebook• Twitter• FourSquare• Instagram
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Targeting with FB ads• City• Interests• Gender• Age• Kids• Pets• Types of food• Relationship status• Shopping preferences
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Target users based on conversations and profile data
BioPrimary locationCurrent location#hashtags
Monitor and engage
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Tools to for Twitter
Sprout Social• Great for teams• Really easy to use• Synchronization
Hootsuite• Less expensive• Better search features
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FourSquare
Make sure your venue is on 4SQ
Share as much information as possible in the venue profile• Address• Hours• Type of business• Menu
Leave tips for things to do and try
Share high quality photos
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Browse photos from different venues
LIKE or Comment
Use location based hashtags
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Case Study: Portman-CMC
Branded the space as Miami Beach Square
Goal: Educate Miami Beach Residents
Developed messaging that appealed to Miami Beach as a whole and select groups
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Facebook.com/MiamiBeachSquare @MiamiBSquare on Twitter
Case Study: Portman-CMCContent Examples
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Case Study: Portman-CMCContent Examples
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Case Study: Portman-CMCContent Examples
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Case Study: Portman-CMCContent Examples
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Case Study: Portman-CMCFirst Week Results
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Case Study: Portman-CMCThree Month Results
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• 6,600 Facebook Fans
• Miami Beach is the largest fan base versus Venezuela
• 3.3 Million impressions by 2 million fans
• 743 Twitter followers
• 2380 Connection made on Twitter
• Over 500 retweets
Case Study: Portman-CMCThree Month Results
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Conclusion
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