You start with objectives at the national level, learn and tweak based on data feedback on the ground, and just make sure there’s constant and immediate communication between the two sides. The cloud offers the easiest and most flexible way to do that. This cloud layer might be called the “Local Service Layer,” and you can learn more about it in this series from Surefire Social.
The Local Service Layer allows national marketers to manage mobile, social and other targeted campaigns in a clear and direct way with local reps, providing tools and guidance as they also gather feedback from customer data and from those interacting with them on a daily basis. Here’s how it works: