Social media strategy for local businesses

Stephen Kenwright | | @stekenwrightPhoto: BBC

for local businesses

Whatever size your operation, you are competing for attention

Big brands might not be on your high street but they are in your customers’ feeds

Broadband Choices

People talk about bad choices

We are about making a

good choice

Surprise & delight

Conversation

Truth Value

Conversation

TruthYour value can be your authenticity

You need to know what your

customers are talking about

…and what you want to say to them

Value

What should you be talking about?

Offers

Awards

Press

What everyone talks about

Offers

Awards

Press

Staff

Manufacturing your products

What people do with your products

What else?

Recipes

Competitions

Events (#GBBO)

Photos of catering /

restaurants

Collaboration with other businesses

Locally Sourced

Your CSR is more authentic than a corporation’s

What action do you want people to take?

You need people to leavetheir homes

Photo: Matthew Wiebe

Photo: Matthew Wiebe

Engage with other local businesses*

*maybe not competitors

User generatedcontent

Photo: gratisography.com

Sources: gratisography.com

Reviews are more valuable than Likes

Facebook reviews show in Google

Google+ reviews

TripAdvisor is a social network……respond to criticism (and compliments)

Respond positively…

Photo: gratisography.com

Don’t post withoutimages

Photo: gratisography.com

It’s easier for you to show behind the scenes than it is for Tesco or Amazon

Which networks are right forlocal businesses?

Facebook

Google My Business

Twitter

Essentials

Facebook

Google My Business

Twitter

Pinterest

Instagram

Options

Facebook is not a tool for customer acquisition…paid advertising is mandatory

for content to be seen

73% of Facebook users said they will unlike a business that posts too frequently

Source: HubSpot

You can post too often……you can’t respond too often

Post in groups

Don’t just post about yourself

Twitter is better for generating awareness

See who follows other local businesses and reach out

Use hashtags

@users in tweets, not at the beginning

Tag users in photos

Use photos for offers

Google My Business is not Google+*

*anymore

google.co.uk/business

simplybusiness.co.uk/microsites/google-my-business-guide/

We have a 7 page “social media handbook” that basically just says don’t be a dick.

Finally

Thank you

[email protected] @stekenwright slideshare.net/Branded3