## Digital Towns Connecting People Via Social Marketing

November 2018
Why digital presence? 

Data for Towns on Social Media Digital Plan Optimising Digital Presence –Your Roadmap  

## Local Smes Promoting On The Hashtag

Digital Topics

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Compelling campaigns and town imagery across all platforms.
•
Opportunity to use Geolocation data and Demographics sourced from Social.
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Optimise town's marketing reach/support retail and developers
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Branding: A smarter, wider use of multi-media can rejuvenate town's image.

## Successful Digital Presence -What Good Looks Like?

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Focus: authenticity, help make followers feel involved with the town - building 
volunteering and participation

## Covent Garden     V        Marylebone Top Digital Topics Data Source Crm Geoloc

Food, architecture, flowers, cocktails, organic 
Travel Bloggers promote non-local fashion
                                                                         Organic Fashion Bloggers promote local fashion 
                                                                         brands/influencer strategy/Users Location Share

## Digital Footprint -Competitors

Competitor Hashtag Posts Volume (Organic) Area
Number of Posts
Key words - topic cloud
Rank
Shoreditch
1679857 food, drink, streetart, clubs, music
1
PortobelloRoad
3 hashtags combined as overlapping
PortobelloMarket NottingHill
1250700 food, drink, coctails, flowers, architecture, fashion
2
Oxford Street
647649 Fashion, Food, architecture, cosmetics
4
CoventGarden
957741 food, drink, flowers, theatre, dance, fashion
3
Trafalgar Square
447794 architecture, drinks, pavement art
5
Camden Market
248199 food, drink, streetart, music, fashion
6
Carnaby Street
241952 food,drink,shoes, fashion, architecture
7
MaryLeBone
170648 food, coctails, fashion, luxury, versace, flowers
9
Picadilly Circus
145002 architecture, drinks, 
9
Bond Street
142462 fashion, food, tattoo, shoes,
KingsRoad
129001 fashion, shoes, food, drink, nightlife
10
Sloane Square
65444 food, drink, coctails, fashion, 
11

# Wimbledon V  Wimbledon Village Digital Topics Brighton 5.1Mln Posts+ Multihashtag

Digital Topics

# Brands Using Geoloc-Based Ai

Digital Topics

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Source real time business/leisure/crime use data for modeling algorithm.
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Increase your High Street/Town's understanding of changes
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Geoloc /Social media provides a rich source of data for your town analytics
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Empower locals to do data collection on Water Leaks, Potholes, Crime.

## Insight For Short And Long Term Planning

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Build a reader of where the problems occur, feed into planning
# Anonymous Geoloc City Data- Use Cases Geoloc- Based Land Use Data In Real Time

## Geoloc Madrid Real Time Town Land-Use Activity

 Location 
 Data on 
issues from 
Twitter to 
@Camden
 Council

## Shifts In Demographics Geoloc + Cultural Capital Predicts New Hotspots Geoloc + Cultural Capital Zones What You Can Measure You Can Manage Tools Demographics Trackers Town'S Personality

Content: 
Events Town Promos Sport results Crime notices

## Town'S Personality

Content: 
              No official town site
              Tattoo Artist
              Sport results
              Pubs and Food venues

## Strenghts:

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Consistent, visually powerful content; strong focus on product & outfings inspiration
•
Recent content shows more creative approach through use of apps & multimedia

## Opportunities:

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Re-post high quality UGC you're tagged in to make your feed feel 'real'
•
Explore more creative use of multi-media –
go beyond short videos 
•
Host competitions to increase engagement
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Use Instagram Stories to cover events, give sneak peeks and to gain reach analytics 
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Add Sponsored Stories for events

## Instagram Swot Analysis - Example Weaknesses:

•
Copy could be more powerful  and more llocal
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Lack of links to shops doesn't allow followers to 'follow on line
•
Content is one-dimensional (even 
though shift towards multi-dimension is now more evident)

## Threats:

•
Your 'aspirational' feed risks to feel too out of touch for your customers

## Facebook Swot Analysis - Example Strenghts:

•
Every post re-directs to a shop via links
•
Copy and images are consistent across posts
•
Use of videos adds creative angle to content

## Opportunities:

•
Make your promotions resonate with fans through creative approach to sales
•
Mix up promos with multi-dimensional content - even if this means posting more (i.e. once a day is recommended)
•
Develop creative FB campaigns 
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Establish a clear role for FB

## Weaknesses:

•
ToV is generally informative, but not engaging
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Promo posts are far too frequent and repetitive
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Promo post photography/graphics are less visually compelling than other imagery
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Customer service is rather formal not engaging

## Threats:

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Boring and too frequent promo-led content 
risks to devalue the messaging
•
Unexciting ToV and flat imagery risk to 
encourage image of your town being a 'cold' brand
•
Customers can turn to towns that show more warmth and personality despite similarly High Street offer

## Twitter Swot Analysis -Example Strenghts:

•
Multitude of Twitter content (i.e. retweets, 
UGC) adds variety to post stream
•
Copy, images and hashtags used are consistent across posts
•
Use of videos - particularly GIFs - adds 
creative angle to content

## Opportunities:

•
Use hashtags to build an town community / launch creative campaigns
•
Increase creative use of animations / GIFs as they achieve high engagement
•
Increase Twitter frequency to 2 posts per 
day - and be consistent with it 
•
Establish competitions
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Ensure customer service is not only helpful, but goes the extra mile

## Weaknesses:

•
ToV appears different than FB
•
Customer service (increasingly important on Twitter) fails to truly engage with followers
•
Lack of creative, dedicated hashtags

## Threats:

•
Slow / non-genuine Twitter customer service can alienate customers
•
As with FB, unexciting ToV and flat imagery 
is missing an opportunity to engage

## Be Authentic: Ugc Social Apps Tools Breaking Through The Clutter

•
Create extra engagement for visitors, driving algorithm.
•
Increase your High Street/Town's network.
•
Can be a rich source of data for your town analytics

## Competitions

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Empower locals to do your town marketing for you.
•
Build a sense of community among your followers, visitors and locals

## Town Competitionsex Ample #Themiistas Building Crm For Future Campaings Quick Wins Instagram Stories

Stories are a new development on Instagram, based on the Snapchat model.

They work by uploading a series of images, animations or videos in a slideshow format available for 24 hours, located at the top of the dashboard. The tool has huge reach potential - as it's the first thing seen by the user when logging in to the platform. Towns can use Stories by showing an inside look into the town's behind-thescenes. For example, your BID director could show her favourite pieces from the new retailers on the High Street, or sneak peeks from the new housing Press day could be shared. 

•
Adopt a creative multi-media approach; trial use of apps such as Boomerang, quick videos and Instagram Stories.
•
Instagram landing page.

## Instagram: 3 Quick Wins

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The UGC from your local people is tagged in is impressively high quality - use it 
as part of your content strategy to make the town look genuine without losing its polished/aspirational look.
•
Use more creative ways to communicate your town promotions - create diverse 
graphics, aesthetically pleasing product shots and use an engaging ToV that highlights location benefits & usage.
•
If FB is your bullseye customer's preferred platform, ensure your website and 
other channels have a strong, visual call-to-action re-directing to your FB 
page.

## Facebook: 3 Quick Wins

•
Keep an eye out for relevant content to retweet e.g. tweets from r**etailers** and 
influencers, which will add variety to your feed and diversify it from Facebook.
•
Establish a clear content role for Twitter.

## Twitter: 3 Quick Wins

•
Encourage employee engagement via Twitter and do this with a top-down approach  
- get leadership team to lead by example.

## After The Quick Wins… 12 Month Opportunities Content Strategy

"Without strategy, content is just stuff… and the world has enough stuff"
- Arjun Basu

## Town Content Strategy

'Your Town: is a quintessentially 'Cotswold" town that appeals to sophisticated locals who want to feel welcome and special. It's high end yet affordable'. We recommend developing a **word map** defining the key terms and messages and driving all your town contents. 

## Key Message Driving Lkb Content

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Amount of copy - e.g. IG language has to be snappier, shorter and immediate.
•
Frequency of promo-led posts - these should be delivered via FB and TW, not IG.
•
Use of hashtags - dedicated hashtags that create sense of community (e.g. 
#WimbledonHighStreet) should be shared across all social, however IG allows for more general #s to be used.

## What Should Flex Across Platforms

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Your town DNA.
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Your ToV - which should be consistent, and outlined in a town ToV guide.
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Your key messages - to be repeated consistently across all platforms.
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The way you depict your customer and show understanding of your local people lifestyle.

## What Should Not Flex Across Platforms

With 5.1mln posts on Brighton hashtag and 14.4 K of Insta followers on VisitBrighton, Brighton is supporting High Street retailers with a low cost marketing channel The town's wide content strategy is **consistently aligned to its core DNA**, while being relevant to each platform's functionality and demographics.

## Best Practice: Brighton

A balanced mix of product, promotion, inspiration and lifestyle ensures content is various, dynamic and exciting - always keeping local customers and visitors  and their needs at the heart of the strategy.

•
Most cost-effective way to promote your town and engage your followers.
•
Easy to measure campaign effectiveness - as opposed to traditional media.
•
Can be tailored to meet specific goals e.g. building awareness, reinforcing town values, pushing product through competitions… 
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Drive website traffic and increase conversion

## Social Campaign Opportunity: The Benefits

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Create sense of community among former followers, and attract new ones
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As well as being perceived as a sophisticated, elegant location, your town is seen as very aspirational .
•
This message resonates well with locals and visitors customers (as they can feel proud of the association Britain/sophistication) but also with international ones, who appreciate the timeless style of heritage locations.
•
Your followers are invited to share their 'very Wimbledon moment' with hashtag 
#WimbledonVIP - this can be an afternoon tea, a countryside walk, or a day out in the rain!

## Social Campaign Idea: #Wimbledonvip

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Every month, the best # gets chosen and their 'very British picture' is reposted on the town's social feed.
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The winner gets a prize (e.g. £200 to spend in local stores).

## Social Campaign #Wimbledonvip Influencers

Tag your influencers in your posts (especially Twitter - in the hope of getting a retweet!).

Retweet them, in order to create brand association.

## Influencer Tactics

Share when they are in the news, when they wear town's retailers or are in neighbourhood.

## Network Strategy Wimbledon Network   Vs. Best Practice

| FACEBOOK   | TWITTER   | INSTAGRAM   | LINKEDIN   |
|------------|-----------|-------------|------------|
| Wimbledon  |           |             |            |
| 217K       | 14K       | 64.8K       | 10K        |
| Brighton   |           |             |            |
| 162K       | 19K       | 21.3K       | 7K         |
| Bath       |           |             |            |
| 97K        | 13.9K     | 49.2K       | 4K         |
| Ascot      |           |             |            |
| 233K       | 72.5K     | 135K        | 36K        |
| Windsor    |           |             |            |
| 73K        | 11.5K     | 26.6K       | 12K        |
| Eton       |           |             |            |
| 30K        | 11.1K     | 15.3K       | 8.5K       |
| Surbiton   |           |             |            |
| 280K       | 34K       | 95.3K       | 30K        |

Network: followers, reach and engagement. Engagement: amount of likes, comments, and feed impressions. 

## Tactics To Grow Network:

Campaigns to encourage following (see content strategy section).

## Network Strategy

Paid media. Cross promotion across platforms.

Competitions (see quick wins). Follow to be followed (on Twitter and Instagram only).

Instagram and Facebook paid media can be set through the Facebook ad platform.

Paid media is different to organic content - it does not show up on the town's newsfeed, instead targets users within the right demographic and location who may be interested in the brand.

Posts show up on targeted users' newsfeeds alongside organic content.

## Paid Media

Ads can be formed as an image, video or carousel (multiple images) and include a 'sponsored post' in the top right hand corner and a call to action button, which can be directed to the town's online store.

Carousel option is recommended as it can show wide range of shops available 

•
Social vs traditional media: a full page ad in the Daily Mail is €45k 
(average) with a circulation of 2,3 million. However the circulation has much 'wastage' e.g. non target audience…
•
It's believed 65% of Instagram users take action - such as visiting a website –
after looking at an Instagram advertising post.

## Paid Media: Effectiveness

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Average advert click-through rate on Facebook is **0.9%** - although adding a CTA 
button ('Shop now', 'Learn More' etc.) can lift rates by 2.85 times.
•
Research conducted in November 2018 crowns Facebook as 'one of the most cost-effective advertising platforms available'.
Sources: Hootsuite 2018, Sprout Social 2017, Brandwatch 2016, Wordstream 2018

| Facebook               | Instagram         | Twitter           |
|------------------------|-------------------|-------------------|
| Page like growth*      | Followers' growth | Followers' growth |
| Reach & impressions    |                   |                   |
| (organic & paid for)   |                   |                   |
| Impressions (organic & |                   |                   |
| paid for)              |                   |                   |
| Impressions            |                   |                   |

## Measures

Engagement (liking, sharing, commenting)
Engagement (liking, commenting)
Engagement (replies, mentions, retweets)
Post clicks & conversion
Post clicks & conversion
Post clicks & conversion
CPC (cost per click), CPM 
(cost per 1000), CTR (click-through rates)

Secondary insights such as trends, buzz around your town, optimal posting times etc. can be identified through 3rd party platforms.

CPC (cost per click), CPM 
(cost per 1000), CTR (click-through rates)
CPC (cost per click), CPM 
(cost per 1000), CTR (click-through rates)

Best practice should be daily reports on social performance - weekly at least.

Instagram, Facebook and Twitter have their own analytics pages.

We recommend using external reporting platforms. Many are available in different price ranges and scope of reporting.

## Reporting

All data can be cross-matched with Google Analytics. A customised dashboard including data from channel-specific insight pages and third party platforms can then be created to round-up all analytics. 

## 'Engagement Boosters' Vs. Strategic Use Of Content

In order to further expand and engage with your network, a plan needs to be in line to encourage sustained cross-promotion from all channels to town's preferred platforms. Quick wins like promoting your Instagram contest via the town's newsletter, or encouraging FB fans to follow you on platforms with less reach (i.e. Twitter) could enormously increase your following base.

## Cross- Promotion Across Platforms

The 'follow to be followed' method is following users who may be interested in your town, so that they can be made aware of its Instagram feed.

## Who To Follow

Follow people who have shown an interest in local events, local celebrities you want to associate your town with as well as your competing towns.

## A Considered & Strategic Approach

Follow Instagrammers who correspond to your best local'customer profile and have high amounts of followers to see the best results. Finally, following influential people alerts them to the town's events/offer.

## Example: Partner With Local Sport Shops Campaign Aim: Encourage Ugc The Challenge

•
Promote Sport in your town to appeals to a young market
•
Follow to Follow local sport influencers
•
Create local sporting event to power Instagram campaign

## Successes Kpis

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Growth of  impressions, target to reach over first week
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Increase in website clicks and traffic to town' page
•
Long Term  - build relationship with local club, sporting events, sports in schools

## Hampstead: A Social Media Transformation The Challenge

Any truly social business needs to be social internally as well as externally. Town Team leaders and local Business Leaders need to lead from the front

## What We Did

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We started with the leadership/Town Team team and a top-down approach
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We worked across the location, especially retailers 
•
We created collaboratively individual Social plans - all aligned to 
one strategy of creating awareness and town advocacy by retailers 
and Town employees
December
- review position with current strategy and delivery - except for actionable quickwins. - Align to new town strategy and position.
- Select preferred platforms. - Agree measures and targets. - Create social wide level and platform-specific content strategy.

## January

- Begin daily and weekly reporting. Get fluent with analytics/tools
- Ongoing community management starts.

## 2018

- Preferred platform identities updated. - Plan for non-priority platforms. - Explore and identify tools required. - Media spend planning and content calendar creation (10 months).
- Content strategy including ToV live FROM mid March
- First campaign trial - budget allows management time for three.
Feb - First monthly review and plan session with the town.
- Tools live. - Internal team comm.