Local social sushi
Citibank has just released a survey of small businesses in the US and a staggering 76% say they haven’t found social media sites like LinkedIn, Twitter or Facebook useful in generating business leads or expanding business.
“Our survey suggests that small business owners are still feeling their way into social media, particularly when it comes to using these tools to grow their businesses,” said Maria Veltre, Executive Vice President of Citi’s Small Business Segment. “many small businesses may not have the manpower or the time required take advantage of them.”
One tongue in cheek version of this report on Cambridge Business Network urges local business people to come to their breakfast meetings instead:
“The best way to generate leads is to make new and better relationships with people face-to-face and I’m sure that Cambridge Network members don’t need Citibank to tell them that.” said Chairman Martin Lipscombe.
The answer lies in a combination of both. Though we’re at the early adopter stage, stories are beginning to emerge of inspired social media use, particularly in the restaurant sector. One sushi bar in San Diego (early adopter territory if ever there was), Ono Sushi has a live Twitter feed running on two TV screens encouraging participation and for sending offers to customers. In a highly competitive SD market, Ono Sushi has found a low cost advantage and a brand USP.
Interest in Local Social is starting to grow in marketing circles with one former Microsoft employee – Dylan Fuller organising a Local Social Summit at the ICA London on November 3rd, looking at “emerging trends in local+social media that are changing how consumers engage with brands, content and each other.”
More on Ono Sushi local social media use here
Local marketing is (to me) more difficult than National marketing. My marketing/promo agency has handled retainer work for CPGs and OTC pharmas – for clients such as Clorox, Anheuser-Busch, Schering-Plough, Ralston, Beech-nut Baby Food, etc. – and the bigger names attract the eye. Local businesses, however, depend on evergreen clientele and fight more prolific competition. And, because social media requires a ton of up-front study (to be used properly), it is still way under the radar vs. co-ops, cable, outdoor, etc. Only if the business hires a fabulous social media consultant/agency will it be able to get all the pieces in a row – conversion-oriented web site, blog with backlinks, facebook and twitter targeting and Fan growth, etc. Even so, it will be an uphill battle, I believe.