Last Minute Guide to Dominate the Local-Social Field this Super Bowl

Posted by Andrea Ramirez on Jan 30, 2015 4:31:00 PM

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Enterprise brands: Get your head in the game!

By now it is obviously too late to host a commercial for the Super Bowl, so how can your enterprise level brand create buzz around the Superbowl game to drive more traffic to locations? According to Nielsen 41% of tablet owners and 38% of smart-phone users use their devices while watching television, meaning that tens of millions of people are going to be on their mobile devices sparking conversations this Sunday.

With the cost of a 30 second Super Bowl commercial at $4.5 million dollars, many brands are opting out traditional advertisements and searching for alternatives (see Newcastle’s creative campaign). 2015 is projected to be the year of the ‘regional’ Super Bowl advertisements-where many brands will only be displaying their commercials to regions their core markets reside in. It is a great strategy to capitalize on the super bowl traffic yet, if brands do not couple it with the power of local search they will miss the opportunity to land the real touchdown: getting consumers to their physical locations.

With the help of our infographic and the steps within this guide your brand will score a touchdown with local-mobile social consumers to get them into your location for not only before the big game but after as well. Beat that national ads!

View Super Bowl Infographic

First down: Knowing the network

Looking at the key stats for the previous year’s social media presence we can see that Twitter and Facebook dominated the rest of the social networks. Luckily for brands that are considering advertising on social, these networks have created new tools that will boost your reach during the Super Bowl this Sunday.

This year Facebook is incorporating a way for marketers to target users that are discussing the Super Bowl. In years past, brands were only able to target Facebook users that liked particular teams or football in general, with this new feature advertisements now have much more reach.

Twitter has also recently added a new feature called, “While You Were Away,”  to highlight important tweets users may have missed. These popular tweets will be labeled under a separate heading and provide brands an extra opportunity for their brilliant tweets to be seen.

The majority (99%!) of the social conversations took place on Facebook and Twitter during last year’s Super Bowl. We are forecasting they will take place there this year as well. Knowing where your consumers will be chatting online is part of pre-gaming for the superbowl. During the game, brands must create relevant local content and be able to respond in real-time.

Second Down: Optimize communication at the local level

Listen up! The optimal time to tweet and get the attention of your Super Bowl audience is during the halftime show! However, according to Shankar Vedantam that may not be true.

Alternatives to the ‘tweet-hype’ is communicating consistently throughout the game. Your message as a brand may be “orally intercepted”, as Shankar Vedantam calls it, and may actually not be digested by consumers. Your social media team needs to be aware of two things: location and conversation. They need to meet the consumer between those two points to create a sweet spot where interest exists.

Knowing that consistency is needed across social throughout  the game and after will be key for brands to help consumers digest their message and ultimately drive consumers to physical locations.

Third Down: Hashtag for Local Intel

A survey from Entrepreneur  informs us that 43% of consumers intend to use a hashtag to participate with brands on social media this year. With the knowledge that customers are willing to participate with brands via hashtags it is important that your brand develops one that customers want to engage with this year as well.

Hashtags are a great way to join conversations on Twitter, and this week Facebook has established more importance for them during the Super Bowl. Facebook has launched its own Super Bowl Trending Page to create another arena for fans and brands to interact with each other. Make sure your brand follows and utilizes this page to join the Super Bowl conversations on game day.

In conclusion, two main things brands should keep in mind while tackling the Super Bowl conversation:

  1. Own a creative hashtag specific to your brand

  2. Make use of the FB page

  3. Have a monitoring tool that allows you to know the geolocation of these hashtags, important for gauging your success post-Super Bowl sunday.

Fourth Down: Know the Source

90% of social media updates were made on mobile devices during last year's Super Bowl. This year we expect social media updates on mobile devices to increase, giving more room for marketers to target the mobile Facebook user with geo-fencing advertisements.

When developing any local search strategy it is important to acknowledge the social-local audience. Combining geo-fencing advertisements with the opportunity to target users posting about the Super Bowl on Facebook, provides marketers the ultimate combination to maximize their marketing budget during the big day.

When taking advantage of the ability to target consumers locally and again, at the point of interest, it is key to use appropriate branded properties to point them to. These properties include local pages and or a mobile and geo-localized locato.

This type of optimization will be especially useful for restaurants, bars, and other entertainment venues where people are looking to watch the big game. By reaching people within a few meters of a business, marketers are able to drive foot traffic that leads to actual conversions.

Touchdown! 

The influence of the Super Bowl is undeniable for enterprise level brands, but not in the traditional ‘national’ sense. We believe that brands do not need to break the bank by buying a 30 sec slot worth millions. The brands taking local-mobile searchers seriously are the ones who will score big this sunday.

This Super Bowl sunday if your brand is able to meet the consumers at the point of interest (you will know this moment by listening on social) and intercept competitors (acting locally), you will be one step closer to bring online consumers to the physical offline locations.

Developing a local search strategy is not only important during the Super Bowl, it is also a crucial element to consider when developing a holistic marketing strategy, especially for mobile audiences. Local SEO and Social Engagement are two of the 6 Pillars of Brandify’s Brand Score. The Brand Score is Brandify’s real-time algorithms continuously evaluates multi-location’s online footprint to improve organic search ranking, business listings, competitiveness and social media engagement.

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Topics: Facebook, Brandify, Social Media