Case Study: Coffee Shop Leverages Dayparting to Perk Up Afternoon Lull

Walk into any coffee shop in the late afternoon and you probably won’t have a problem finding an open table. That afternoon lull can be tough to overcome. At Sunshine Coffee Roasters in Northern California, owner Mike Doherty’s approach adds a shot of technology to established customer outreach tactics. He relies on his cloud-based POS system, ShopKeep, for the majority of his promotional work and business management.

5 Tools for Measuring Social Marketing Results

Social media has become an essential part of the local marketer’s playbook. But with so many platforms and networks to choose from, and so many metrics to measure, it’s challenging for small business owners to know what they’re getting in return for their budgets. Here are six platforms with advanced tools for measuring results on social spending.

Did Apple Just Solve Deep Linking?

One of the coolest things to come out Apple’s September product event was 3D Touch, which lets users indicate levels of intent based on how hard they press apps and links. Beyond the gadgetry of 3D Touch, one thing hasn’t been said: This is essentially deep linking, an area that will be a key battleground in local. 3D Touch could preempt the deep linking dilemma by peeking deep within other apps — a lighter and more elegant solution I’m calling “deep previewing.”

Getting Real: What SMBs Can Realistically Expect from Social Media

Small business owners don’t sign up with digital agencies for mediocre results. When SMBs pay for hyperlocal services like social media management, they expect to be wowed. For hyperlocal vendors working with SMB clients, failing to set clear expectations is a recipe for disaster.

Where Do My Friends Fit Into My Local Search?

The social graph alone won’t be a silver bullet for local. It’s just not big enough. And its value to local is overstated. My friends are great for party pics and snappy news feed dialogue — they don’t yet excel at plumber reviews.

A New Political Campaign Methodology Connects Supporters With Localized Social Media

It’s self-evident that campaigns should be promoted at local levels, where word-of-mouth buzz can truly happen within neighborhoods. As the 2016 national election approaches, campaigns have the opportunity to harness local social more directly than ever before.

Sponsored Content: 6 Strategies for Success in Social Media

Business owners should be developing comprehensive social marketing strategies. Those merchants who haven’t taken the first step by creating Facebook pages and Twitter accounts for their businesses are losing out on customer loyalty, as well as new opportunities for growth.

Studies Find More SMBs Want to Manage Their Own Social Media

There is compelling evidence that SMBs’ understanding and aptitude for social media is growing. More importantly, it seems that a significant number of SMBs want and may be ready to take the reins of their social media marketing.

Street Fight Daily: Marketers Spend On Social, Clinkle Pivots (Again)

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology70% Of Marketers Plan To Boost Social Spending In 2015 (Marketing Land)… Clinkle Pivots From Its Soured Brand To “Treats” For Sharing Discounts (TechCrunch)… How Zomato Plans To Eat Yelp’s Lunch In America (Quartz)…

7 Ways Loyalty Programs Can Increase Social Media Exposure

More than one-in-three small businesses now has a loyalty program in place, but that doesn’t mean that local merchants are always taking full advantage of the benefits that these hyperlocal marketing platforms can provide. Here are seven ways that businesses can use existing digital loyalty programs to help increase reach on social networks…

8 Strategies for Reaching Out to Online Influencers

Rather than sitting idly by while influencers dictate what’s being said about their businesses on social media and review websites, merchants are beginning to reach out to these social media users on a personal basis. Here are eight strategies that marketers should consider when reaching out to influencers online…

Case Study: Mountain Shop Finds Balance Between Paid and Unpaid Promotions

Soon after taking over control of the 34-year-old mountain shop Alpenglow Sports, in Tahoe City, California, Brendan Madigan got to work crafting a strategic marketing plan that included both online and offline initiatives and relied heavily on social media for generating awareness among customers in his target demographics…

6 Tools for Gathering Insight from Digital Customer Interactions

A lack of time and knowledge are two factors that explain why business owners don’t take a more active role in monitoring how they’re perceived online. However, a number of hyperlocal platforms are now aiming to streamline that process by giving small businesses access to advanced marketing automation tools and analytics suites that were once reserved for national brands and agencies. Here are six platforms that businesses can use to gather insight from online customer interactions…

5 Platforms for Analyzing Customer Sentiment

To help marketers gain a better understanding of what people are truly saying about their companies, a number of hyperlocal vendors are stepping in with tools that automatically analyze customer sentiment on social media platforms like Facebook and Twitter…

Report: Mobile Will Account for Half of Social Advertising Revenue by 2017

Mobile is poised to account for a majority of spending on social media advertising in the U.S. by 2017, eclipsing spending on desktop a year later, according to report from BIA/Kelsey released this morning. The research firm estimates that spending on social advertising in the U.S. will nearly triple over the next five years, swelling from $5.1 billion last year to $15 billion by 2018. In 2017, the firms expects that marketers will spend $6.7 billion — or half of all social media advertising revenues — on mobile ad formats.

5 Tools For Analyzing Location Data from Social Media

The volume of data available through social media overwhelms marketers of all sizes, including large brands with hundreds of outposts. Whereas it might be possible for a merchant with a single location to manually monitor the tweets, reviews, and photos being posted about his business each day, that kind of personal attention to detail is virtually impossible for larger brands. Here are five examples of platforms that marketers can use to make sense of the location-specific data coming from social media.

Hyperlocal Social Ads Need to Be ‘Current, Relevant, and Contextual’

Topsy is one of a handful data analytics startups that are helping brands make sense of the deluge of data flowing through social networks. Street Fight recently caught up with Jamie de Guerre, the company’s VP of product, to talk about the intersection social media and location, and how marketers can leverage location data to make social media marketing work…

7 Strategies for Maximizing the Success of SMB Social Media Campaigns

More than four out of every five small businesses now use Facebook as a marketing vehicle, but that doesn’t mean merchants on Main Street have social media all figured out. Thirty-one percent of merchants who don’t use social media say they “don’t know how,” and 13% say they “don’t know what to post.” Here are seven strategies for maximizing the success of an existing social media campaign from a few of the experts who work in this field.

Street Fight’s 5 Most Popular Stories From the First Half of 2013

The first six months of 2013 has brought a whirlwind of developments in local, from massive fundraising to exciting new products, and of course a few stumbles. What have readers been most interested in to date? Innovation around point-of-sale systems has been hot-hot-hot. Social media strategies for brands and SMBs are also highly evolving and therefore closely read. And it’s hardly a surprise that readers glommed onto our look into where investment dollars may lie. Enjoy this look back at the stories you loved (or may have missed!)…

5 Platforms for Location-Based Listening & Analytics

With more than 400 million tweets being sent worldwide each day, merchants and brands are desperate to cut through the clutter. A number of platforms are being developed that combine social media monitoring with location-based analytics, helping marketers pinpoint relevant messages in their own cities and regions. Here are five examples of these hybrid tools…