Visibility with Business Intelligence
The BI dashboard is a premium module that aggregates and displays data from 1000's of locations in an accessible and easy to understand way. Our grocery retail clients are now able to extract deep business value at both an estate level and individual location level to power the decisions they are making daily to drive revenue and footfall. And why is this important? Because 3 out of every 4 online engagements are happening on local profiles rather than HQ; so understanding those local level metrics and optimising them is vital.
As a multi-location business, getting visibility of your estate’s digital marketing data in one view is close to impossible. Trying to then understand your ROI on activities is time-consuming. Our goal with BI is to transform this challenge that so many of our customers are facing; to visualise and analyse one to thousands of locations data in one view to extract deep business value.
So, here’s a deep-dive on BI and the visibility is can give your teams.
For one store, or for your entire estate you can see the number of posts, reach, engagement, likes, your total fan count; that’s just social media. BI also pulls your web traffic, the number of web orders, your total fan count, how many people have searched for directions. If you can think of a metric to do with digital marketing; it’s in there.
Brand v Local Insights
All of the brands we work with manage national pages and individual store pages across their estate. The conversations and debates over the power of each of these social media pages is ongoing, We at Socio Local believe in local level pages and content and we believe in this because data doesn’t lie.
Socio Local conducted an analysis comparing Facebook corporate page activity with roughly 1,800 location pages representing the same brands. The data was collected between June 1, 2019 – November 1, 2019. Location pages saw more engagement and consumer volume than the corporate pages. They also generated two-thirds of brand content impressions on Facebook. Two-thirds (66%) of all brand-related impressions took place on location pages, This suggests that consumers tend to favour local content and pages over corporate content as they are more relevant to the consumers. These findings are mirrored in many other industry studies.
To achieve maximum engagement, multi-location brands and franchises need a local strategy. Yet simply creating location pages isn’t enough; location pages require active management and we know from talking to customers, that this can be an issue. The most socially savvy brands execute at both levels in tandem, using each channel to fulfil different but complementary objectives.
Working at both a brand and local level requires organisation, technology and data; and BI delivers just that. BI has been built to show you how your brand pages are performing against your locations. Analyse your brand exposure by reach, engagements, likes, comments, shares whilst also seeing the breakdown of the brand and local activities.
When you have access to data by location in such detail it then becomes easy to start spotting areas for improvements and also rewards. BI breaks down all data by location so you can start finding the social media pages and locations that need help and those that are excelling in digital marketing.
Campaign Performance Insights
SocioConnect labels are used to categorise posts, campaigns and products as you create your content. On the BI dashboard, you can then filter by these labels to see how a particular campaign has performed, or how a particular product is being received by your consumers online. This data is then of course broken down by store location. See below the different colours? Well, that indicates the reach of a particular campaign on each location social media page, and BI does that with engagement, shares, likes the whole shebang.
Now imagine how easy it becomes to see what’s working and what’s not; what requires more ad spend and what doesn’t. Decisions become data-driven, and we at Socio Local love data.
That’s a recap of the level of visibility we are now able to give our customers thanks to BI. They can finally see everything in on one dashboard, see the brand and local performance and extract deep campaign and product insights using post labels. Our aim is to integrate with POS systems and to truly show the impact of social media for multi-location businesses, and we are already working on it.
All this nattering and really we should tell you what our customers think. Emma Henry, Digital Content Manager at Spar and Centra Ireland kindly shared some feedback with us recently.
"We have been working with SocioLocal since Aug 2019, the software allows us to get key messages out through our store network Facebook pages. The support provided by the team at SocioLocal is excellent, they are professional, responsive and expert in their area and I would highly recommend them as a team."
So, there you have it. BI and its multiple levels of visibility for multi-location marketing teams looking to drive sales and footfall across estates of stores. You can check out all the BI features in our recent ‘Meet the New Business Intelligence Dashboard’ article.
Book in a call if you'd like more information.