The Geosocial Marketer’s Roadmap

THE GEOSOCIALMARKETER’S ROADMAP10 Turn-by-turn maps to activate your location-based social media data

What’s Inside:Event Marketing and Monitoring ..................4

Customer Service .........................................5

In-Store Intelligence .....................................6

Public Relations ............................................7

User-Generated Content ..............................8

Location Analysis .........................................9

Lead Generation .........................................10

Marketing and Promotion ...........................11

Location-Based Advertising .......................12

Surprise and Delight ...................................13

Mall of America Use Case ..........................14

The Garmin™ of Geosocial Marketing

That’s how we like to think of ourselves at Geofeedia—your trusty, must-pack guide to location-based social media monitoring. With us by your side, you can discover, engage with, and analyze content across Twitter, Facebook, Instagram, Picasa, YouTube, Flickr, and other social channels based on when and where it was posted.

Geofeedia’s location-based social media monitoring technology shows you what’s happening in locations that matter to you—from entire metropolitan areas to cities, blocks, and even individual build-ings. Once you access the most comprehensive geo-located social data set, we make it easy to take action on your findings.

Happy travels!

REQUEST A FREE DEMO: [email protected] | (800) 657-1436 | geofeedia.com/demo | @Geofeedia

VP, Product Management

GEOFEEDIA | 3


Buckle up, marketers. Though helpful in certain circumstances, tradi-tional hashtag and keyword searches can only get you so far on the social media highway. Without detailed data about where customers and prospects are when they post particular content, your view of the cus-tomer remains woefully incomplete.

No wonder geospatial social media has become the virtual promised land of marketing. The problem is…most marketers have no idea how to get there.

Consider:

• Two-thirds of social content can’t be found using traditional hashtags and keywords

• Five percent of social posts don’t contain any text at all—only pho-tos or videos

So, how can you access the complete conversation—including posts that don’t contain hashtags or keywords? How can you target customers with the right marketing messages at the right time in the right place? And how can you integrate your current social strategy with new hy-per-local technologies like beacons, RFID, and wearable apps?

We’re glad you asked. Read on for turn-by-turn directions to the top ten geo-social marketing destinations. There’s never been a better time to be there.

Life on the Open RoadThere’s more to social discovery than keywords and hashtags.

“18% increase in social media advertising spend by 2019.

– Forrester Research Social Media Forecast, 2014 To 2019 (US)

4 | THE GEOSOCIAL MARKETER’S ROADMAP


DESTINATION #1:

Event Marketing and Monitoring

Trade shows, parties, and sponsorship events are critical tools for getting your brand in front of prospects, recon-necting with customers, and engaging with communities. Unfortunately, they’re also some of the most difficult mar-keting tools when it comes to measuring effectiveness.

Gut feel can only get you so far, and “Everyone seemed to be having a good time” won’t cut it when it comes to securing budget for your next event. That’s why our first geosocial destination is event marketing and monitoring.

Why it’s worth seeing:

• Hidden gems: Discover the additional 70%+ of data coming from your event location, compared to traditional tools that only rely on specific hashtags and keywords.

• Attendee insights: Understand the social con-versations about and at your events so you know what’s resonating with your attendees and why.

• Advance warning: Learn about potential issues before they become bigger problems so you can fix them—fast.

Features that’ll help get you there:

• Mobile App: Take the power of Geofeedia on-the-go through our mobile app and responsive emails.

• Streamer: Visualize new content in real-time from multiple locations on a single screen.

• Publisher: Easily discover and respond to social posts of interests.

How you know when you’ve reached it:

• Data-driven decisions: You understand which event tactics, materials, speakers, entertainment, and venues are most effective for next time—and have the data to support your decisions.

• Flawless follow-up: You create relevant, target-ed follow-up communications that convert leads and deepen relationships with attendees based on event intel and feedback.

• Perception and reception: You not only know what your audience is saying about you, but how and where they’re saying it—so future marketing materials will resonate.

Geofeedia’s Streamer feature gives you an easy way to view multiple locations simultaneously. Now, you really can be in more than one place at a time.

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Social media is one of the most inspiring—and terrify-ing—arenas for customer service and support teams. On one hand, happy customers can flood the market with admiration for your brand, products, and staff in real-time. On the other hand, unhappy customers can post public rants, complaints, and perceived slights with dizzying speed and frequency.

We know it’s frustrating to see negative comments and complaints online—especially if you weren’t aware of the issue or given a chance to address and fix the problem first. Now, you can monitor social content to learn about issues at locations of interest (e.g. stores, events) and pro-actively engage with posters to remedy their problems.


• Missed opportunities: Find customers having is-sues who need your attention—especially those who don’t reach out to customer support or tag your company or product name in their posts.

• Problem previews: Learn if there’s a problem with your website, promotional codes, or campaigns so you can address it fast—and offer alternative solu-tions or incentives to those who were inconvenienced.

• Reward and rethink: Monitor poor customer service experiences, and recognize and celebrate successes.


• Location Alerts: Get notified immediately of im-portant content with real-time notifications based on specific keyword or user name triggers.

• Streamer: Visualize new content in real-time from multiple locations on a single screen.

• Salesforce Integration: Leverage social data for sales lead generation or customer service support.


• Customer service converts: Once-disgruntled customers post testimonials about how well your company and staff handled a difficult situation and/or solved their problem.

• Shining stars: You monitor store locations to see which staff provides the best customer service—then reward top performers and emulate their methods across other locations.

• Real-time customer insights: Inform product man-agement, marketing, and other internal teams about what’s working in the real world—and what’s not.

DESTINATION #2:

Customer Service

With the Geofeedia Salesforce integration, you can turn social media discoveries into customer support cases in a few clicks.

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DESTINATION #3:

In-Store Intelligence

One of the hardest things about working for a multi-lo-cation brand is always feeling out of touch with cus-tomers—somewhere. Focus groups, secret shopping programs, and spontaneous site visits can help. But, their reach and effectiveness is limited by time, space, and staff. Try as you might, you can’t be everywhere at once. Or, perhaps, you can.

Location-tagged social media monitoring gives you unprecedented reach so you can see what’s happen-ing in all your important locations 24/7/365. Whether you’re trying to learn more about who your custom-ers are at particular locations, what they like and don’t like about your products and services, or want to see whether a competitor’s flashy new product is going over like gangbusters (or falling flat), the insight you need is at your fingertips.


• In-store intel: Forget expensive focus groups, secret shopper programs, and competitive intelli-gence studies—rich social data tells you who your customers are and what they want.

• Fly on the wall: Get the inside scoop on customer experiences in each of your locations to see what’s working, what’s not, and—most importantly—why.

• Competitive campaigns: Learn whether competi-tive stores or campaigns are flourishing by seeing and analyzing customer feedback in real-time.


• Location aggregation: Monitor multiple locations simultaneously so you can see what’s happening across all your locations of interest in aggregate.

• Analytics: Mine archived data to identify keyword trends, time-based activity, influential posters, ac-tivity trends, social media sources, and more.



• Always prepared: You staff and stock locations based on geosocial data—so your shelves are nev-er empty and your lines are never long.

• Advance warning: Competitive offers, promotions, and marketing campaigns no longer take you by surprise.

• Alert and address: Your team alerts onsite staff to address in-store issues in real-time.

Identify keyword trends using Geo-feedia analytics—then take your find-ings on the go with our mobile app.

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Public relations is the wild card of marketing—un-predictable, unwieldy, and viral. Leaving PR issues to your PR agency isn’t an option anymore (at least, not a smart one). One post can turn into hundreds in minutes. One photo can be shared with thousands of viewers in hours. What was a ‘little hiccup’ today can become exponentially worse by tomorrow.

Get out in front of potential issues before they become public relations nightmares. With location-tagged so-cial media monitoring and alerts, you’re the first to know when an issue arises. Then, you can analyze its reach (customers, locations, social channels) and public perception to formulate a proportional and re-al-time response.


• Keep watch: Proactively spot potential public rela-tions issues so you can address them ASAP.

• Prioritize perception: Monitor press conferences and town halls for public sentiment on issues that affect your business—and customers’ perception of your brand.

• Always on: Set up automated alerts that notify you when someone posts about an issue you care about from an important location.


• Location Alerts: Be notified immediately for im-portant content with real-time notifications based on specific keyword or user name triggers.




• Uncover content: You find relevant user-generated content to locate testimonials for new products or first-person accounts for press releases.

• Nip it in the bud: You mitigate public relations is-sues before they spread to other locations and/or social channels.

• Never miss a beat: You set up automated alerts for specific keywords, hashtags, and locations so you never miss an important development because a poster #boycottshashtags.

DESTINATION #4:

Public Relations

Publisher ensures you never have to let another opportunity to interact with your customers slip by. Engage in the moment.

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DESTINATION #5:

User-Generated Content

As marketers, you’re not just competing for market share. You’re competing for content—content that resonates with customers, differentiates you from competitors, and engag-es prospects in seconds. Which brand has the most com-pelling website imagery? Which brand has the best custom-er ratings and reviews?

Which brand shares meaningful, authentic, and relevant content via social media? Marketers with the best content win over and over again. That’s the beauty of geosocial data. Whether you’re seeking photos of real customers wearing your new clothing line, savoring your newest cuisine cre-ations, or visiting your newly-renovated hotel, your users are always a step ahead. They’re posting candid pictures, testimonials, and videos about your products and services.

But, relying on hashtags and keywords won’t capture 70% of content that doesn’t contain them. Geo-located social data gathered from locations you care about, however, completes the equation.


• Customers say it best: Stock photography, corpo-rate videos, and analyst quotes are great. But, real praise from real customers about real situations? That’s marketing gold.

• Current content: Compelling, timely, user-generated content is perfect for retweeting and re-sharing on your corporate social channels (with permission, of course).

• Uncover undercover fans: Discover customers who love your products and would be willing to write a re-view (with a gentle nudge from you) for your website.


• Collage view: This Pinterest-esque alternate view displays location-tagged social content in a skim-friendly collage.

• Influencers: Discover a complete social profile across multiple networks, then define and create segments for follow up and retargeting.



• Fresh, fun, frequent: You re-share unique user-gen-erated content (with permission) that humanizes your brand, inspires customers, and celebrates your biggest fans.

• Web of truths: Your website features authentic cus-tomer reviews, ratings, and testimonials.

• Get real: Say goodbye to stock photos and stuffy, staged corporate videos. You showcase real cus-tomers with real stories that inspire and educate your audience.

Geofeedia’s Influencers feature helps you learn more about your customers so you can better engage with them.

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Behind every successful marketing campaign is data and analytics. Marketing operations may not get as much limelight as campaigns and events, but it’s criti-cal for making data-driven decisions and measuring the effectiveness of your marketing efforts. If you love data, trends, and knowing “how stuff works,” geosocial loca-tion analysis is right up your alley.

See how your content resonated in specific locations, understand regional differences in customer demo-graphics, sentiment, and behavior, as well as sales and marketing trends. Geosocial data lets you monitor and analyze data from the latest hyper-location technology like beacons, RFID (radio-frequency identification) tags, and wearable apps from important locations.


• Think local: Unlock micro-location and contextual awareness that tells you what works best in each location—and why.

• Give them what they want: Personalize every cus-tomer’s experience in your location by gathering personalized data about their wants and needs, then acting upon it.

• Welcome reception: Understand how your mes-sages, campaigns, staff, and products fare in indi-vidual locations so you can boost sales and senti-ment next time around.



• Keyword Search: Discover the key locations where a keyword or phrase is trending.

• Sentiment Overview: Understand and measure the social sentiment for your brand at locations that matter most to you.


• Full attention: You personalize offers, in-store ex-periences, product recommendations, and cus-tomer service based on individual customers’ geo-social data.

• Next generation: You embrace hyper-local tech-nology like beacons, RFID tags, and wearable apps to engage with customers where they are.

• Regional differences: You exchange one-size-fits-all marketing strategies with data-driven, regional-ized campaigns that will attract the right custom-ers, at the right time, in the right place.

DESTINATION #6:

Location Analysis

With Geofeedia’s Sentiment Overview, you can understand how customers are feeling about you at any location of interest.

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DESTINATION #7:

Lead Generation

At its core, marketing is an accumulation of many dis-tinct moments when individual customers decide to engage or disengage with your brand. Identifying your audience at these exact moments—and knowing what to say to them right then and there—is nearly impossi-ble with traditional marketing tools.

Geo-targeted lead generation makes it possible. Now, you can find and target potential customers exactly when and where they make buying decisions. Promote your hotel to travelers who arrive at the airport without lodging. Market your hot new club to tourists who ar-en’t sure where to go on Friday night. Target designated metropolitan areas (DMAs) for your unique audiences and respond to social media interest and inquiries.


• Missed opportunities: Stop missing your potential customers’ decision-making moments.

• Target your targets: Find new leads in areas where your audience typically spends time.

• Fill the void: Answer questions posted to social media in key locations before your competitors.




• Salesforce Integration: Leverage social data for sales lead generation or customer service support.


• Do more with less: Your marketing dollars (and staff time) goes further because every touch point is targeted, relevant, and delivered in decision-mak-ing moments.

• Prioritize first: You use social content to prioritize leads based on urgency, interest, and proximity.

• Trend analysis: Monitor and analyze key locations over time to better understand your audience’s de-mographics, behaviors, and desires.

With the Geofeedia Salesforce integration, you can turn social media discoveries into new leads in a few clicks.

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Your customers aren’t always where you want them to be. But, they’re often close. Target your audience when they’re in close proximity to your stores—but haven’t entered yet. Parking lots, malls, tourist hot-spots, and airports are just a few examples of scenarios where location-tagged social media monitoring can help you find and entice prospective buyers.

Not only can you encourage people to come ‘the final few steps,’ you can manage traffic flow across brick-and-mortar locations. Have a sale that ends in three hours? Drive prospective buyers to the nearest store with a time-sensitive promotion. Have a store that’s struggling for foot traffic? Run a targeted, geosocial marketing campaign or offer to drive more customers to your location.


• Passing ships: Prospective customers walk (or drive) by your locations every day, but don’t make it in the door.

• Wasted effort: One-size-fits-all promotions are of-ten wasted on buyers who can’t reach your stores when it counts.

• Onsite disconnect: Corporate and in-store staff can partner to drive results, hit sales numbers, and engage prospective buyers—if they have the right data and tools at their fingertips.




• Collections (Instagram widget): Curate the con-tent that matters to you and easily share through embeddable map widgets.


• Solve the slump: You partner with onsite staff to troubleshoot traffic slumps and bring buyers back when you need them most.

• Across the finish line: You activate well-timed, well-planned social incentives geared toward pro-spective buyers who just need a little nudge to step over your threshold.

• Everyone wins: Customer satisfaction skyrockets because you give buyers relevant information when and where they can use it—then meet their needs with your products and services.

DESTINATION #8:

Marketing and Promotion

Collections let you easily organize and share information using custom categories that make the most sense for your business.

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DESTINATION #9:

Location-Based Advertising

People who already expressed an interest in (or need for) your products are most likely to respond to your ads. Make the most of social advertising tools like Facebook Custom Audiences and Twitter Tailored Au-diences by targeting the right people at the right time –when they’re at the right place (or close by).

Using location-tagged data from Geofeedia, you can create a custom audience of prospects who are most likely to take action. Then, upload that audience to a Twitter Tailored Audience or Facebook Custom Audi-ence to reach them with targeted social ads. Go a step further and monitor their reactions to your marketing message across social channels in locations that mat-ter to you.


• In the weeds: Marketing campaigns are most ef-fective when they target individual people with unique messages that matter to them.

• Reward loyalty: Your best customers want to hear from you, but only if ads speak to their behavior patterns and interests.

• User-generated content: Create compelling, au-thentic social ads by repurposing user-generated social content (with permission).




• Export: Download important user information into Excel or .CSV form. Then use that data to tailor re-marketing campaigns and communications.


• Crossover appeal: You get more bang for your marketing buck by using Geofeedia to tailor ad au-diences on Facebook and Twitter.

• Meet them where they are: Your audience is al-ready on Twitter and Facebook, so you meet them where they are using timely, relevant ads based on their geosocial behavior.

• All is not lost: Reclaim lost sales by targeting individ-uals who visited your location—but didn’t purchase.

Think big picture with Geofeedia’s Collage View. Visually un-derstand what’s happening at all your locations at a glance.

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Kindness is good for business. Whether an act of kind-ness drives sales or not, your money is never wasted if you increase brand awareness and sentiment and improve the customer experience. That’s why our final must-see marketing destination is ‘Surprise and De-light.’ It’s about rewarding people just because—not only for purchasing a pair of shoes or booking a night in your hotel. It’s about showing customers (and pros-pects) that you value them—not just their discretionary income.

Surprising and delighting your customers can come in countless forms. For example, you could use loca-tion-tagged data to identify and surprise a customer in your store with a special gift card, discount, or other recognition out of the blue. Or, you might surprise a couple returning to your theatre where they had their first date with free tickets for two for their anniversary.


• Brand sentiment: Show your customers you value them—not just the money in their wallets—and in-crease their positive perception of your brand.

• Social chatter: Recipients of random acts of kind-ness often share the experience with their social networks (and mention you).

• Deliver happiness: You can’t put a price on that!






• Forever fans: You’re turning casual shoppers into forever fans by surprising and delighting them just because.

• Pay it forward: Onsite staff is empowered to identi-fy and act on customers’ location-tagged data and become better brand ambassadors.

• Business boost: Word gets out that your brand treats people well and keeps customers coming back for more.

DESTINATION #10:

Surprise and Delight

Your customers are on the go, so you should be, too. With mobile alerts and Geofeedia’s mobile app, you have the power to monitor social media anywhere—from anywhere.

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Geofeedia User,

Below is your most recent Geofeedia Alerts summary, ordered by post time.

Alert Name: Hotel Room Posts

Trigger: room

Source: TwitterTime: Feb 15, 2015 12:45 PM

Item Text: As you can see, our room is beautiful…but no clean towels? Really?!http://t.co/3shhydHydy8Recording Name: 405 Main St.

GGeofeediato me12 minutes ago Details

Geofeedia Alerts

AT&T LTE 9:41 AM 100%

Inbox

⋆



GEOSOCIAL MARKETING IN ACTION:

Mall of AmericaABOUT MALL OF AMERICA®

Since opening its doors in

1992, Mall of America® has

revolutionized the shopping

experience and become a

leader in retail, entertainment

and attractions. Mall of

America® is one of the top

tourist destinations in the

country as well as one of the

most recognizable brands.

In late 2013, Mall of America® unveiled their new Enhanced Service Portal (ESP) with the goal of improving the shopper experience by integrating all of the channels through which visitors interact with the mall.

Telecom, security, and social and digital media teams work together in the ESP to more efficiently serve their 42 million visitors and ensure a consis-tent brand voice.

Numerous tools are used to achieve the goals of the ESP, including Geofee-dia’s location-based social media monitoring platform.

GEOFEEDIA | 15


Challenge:

Mall of America® spans nearly 5 million square feet and is home to more than 500 stores, 50 restaurants, and an en-tire theme park. More than 42 million visitors pass through the mall each year. Additionally, more than 400 events are held inside the mall annually.

Recognizing the natural tendency mall shoppers have to share their experiences via social media, the digital and social media team needed an efficient way to monitor the content being posted by shoppers while on mall property.

Solution:

While the team already relied on a keyword-based social media monitoring and management tool to identify men-tions of Mall of America®-related words and phrases, they needed to fill in the gaps with location-specific data.

Using Geofeedia, they’re able to place a virtual perimeter around the entire mall, or specific areas, and quickly identify actionable posts regardless of what words, if any, the shop-per included with the post.

Surprise and Delight

Along with engaging shoppers based on what they posted and where they were within the mall, Geofeedia helps the team execute “surprise and delight” campaigns that build brand advocacy, heighten the guest experience, and keep shoppers in the mall longer.

For example, a couple once posted they were at the restau-rant where they had their first date. A few minutes later, the Mall of America® team showed up with a congratulatory gift. Surprise and delight...delivered!

Learn more at mallofamerica.com.

“Our ESP program is focused on meaningful

engagement and exceptional guest experience.

The right tools —such as Geofeedia— help us

maintain our high standards.”

— Erin Vande Steeg, Senior Social Media Strategist

About GeofeediaGeofeedia is the leading location-based social media

monitoring platform. Our patented technology searches

Twitter, Facebook, Instagram, YouTube, Flickr, Picasa,

and other social data by location to provide users with

real-time insights from any location in the world.

See Geofeedia in ActionWant to learn more about our social media moni-

toring platform and capabilities? Ready to see how

location-tagged social data can transform the way

you interact with customers?

Request a free product demo by visiting geofeedia.

com/demo or call (800) 657-1436 to speak with one

of our representatives.