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for local businesses Stephen Kenwright | | @stekenwright Photo: BBC
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
People talk about bad choices We are about making a good choice Surprise & delight
Conversation Truth Value
Conversation Truth Your 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?
What everyone talks about Offers Awards Press
What else? Offers Awards Press Staff Manufacturing your products What people do with your products
Recipes Locally Sourced Competitions Collaboration with other businesses Events (#GBBO) Photos of catering / restaurants
Your CSR is more authentic than a corporation’s
What action do you want people to take?
You need people to leave their homes Photo: Matthew Wiebe
Engage with other local businesses* *maybe not competitors Photo: Matthew Wiebe
User generated content Photo: gratisography.com
Reviews are more valuable than Likes Sources: gratisography.com
Facebook reviews show in Google Google+ reviews
TripAdvisor is a social network… …respond to criticism (and compliments)
Don’t post without images Photo: gratisography.com
It’s easier for you to show behind the scenes than it is for Tesco or Amazon Photo: gratisography.com
Which networks are right for local businesses?
Essentials Facebook Google My Business Twitter
Options Facebook Pinterest Google My Business Instagram Twitter
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
Finally We have a 7 page “social media handbook” that basically just says don’t be a dick.
Thank you firstname.lastname@example.org @stekenwright slideshare.net/Branded3