According to Deloitte data, roughly $2+ trillion or 60% of in-store sales are influenced by digital devices. This digital engagement is primarily taking place on five networks: Google, Facebook, Apple, Bing and Yelp. For a brand with 1,000 or even 10,000 locations, managing the data, comments, reviews and social activity across these platforms can be extremely challenging.
During a recent webinar, LSA’s Greg Sterling and MomentFeed’s Tom Kuhr discussed the various approaches to managing a multi-location brand at scale. Tom focused on three primary multi-location mobile strategies:
Distributed: Empower managers and/or franchisees to engage consumers directly on mobile
Centralized: Manage mobile customer experience at brand level
Hybrid: Manage mobile customer experience at multiple levels depending on rules/impact
One of the most compelling stats from the webinar was related to the power of local-social pages vs. brand pages. According to MomentFeed data, 80% of social media consumer engagements with a brand take place on local pages and only 20% on corporate pages. This highlights the power and importance of localizing a brand.
Check out the full webinar presentation below:
For access to all of LSA’s webinars, visit http://bit.ly/LSAwebinars.
Source:: Local Search Insider