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CIPR Northern Conference 2011 LOCATION MATTERS WORKSHOP

CIPR Northern Conference 2011 LOCATION MATTERS WORKSHOP. BRYAN TOOKEY: bryan@brandwatch.com | Tel: +44 (0)1273 358 601. November 2011. Q1: how much is a town or local business discussed. West Hampstead (NW London, 20,000 population, mostly ABC1s)

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CIPR Northern Conference 2011 LOCATION MATTERS WORKSHOP

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  1. CIPR Northern Conference 2011LOCATION MATTERS WORKSHOP • BRYAN TOOKEY: bryan@brandwatch.com | Tel: +44 (0)1273 358 601 • November 2011

  2. Q1: how much is a town or local business discussed West Hampstead (NW London, 20,000 population, mostly ABC1s) • 200 mentions on social media per day (1 per 100 people per day) • On facebook places, but no Facebook pages dedicated to just the town (although Hockey Club is popular) • Twitter presence of several local businesses (c. 20% of all high street businesses on twitter) and local journalist (Whampstead with 3,500 followers) • Most popular local business (in terms of mentions) is a pub called Alice House with 12 mentions on social media in last week • For last 2 years Alice House on 4square has had 611 check-ins (1 per day) and 20 comments (1 per month) Knutsford (Cheshire, 20,000 population, mostly ABC1s) • 150 mentions on social media per day • On facebook places, but no Facebook pages dedicated to just the town • Twitter presence of newspaper Knutsford Times (2000 followers) and Knutsford Times (1000) and cherrytree shop (1,500) and food interest group and shops group (both c. 900 followers) • 4square: not really used only service station has any check-ins • Most popular place is costa coffee with 5 mentions per week Network of Local business (Slug and Lettuce) • Just 350 mentions per week across all c. 150 pubs

  3. Q2: how does this change with special events? • West Hampstead graph over time Appears on Location, Location, Location Halloween

  4. Q3: What kind of things do people say about local issues and places? West Hampstead Note: During transmission Location, location, location increased mentions of W Hampstead by 50 mentions

  5. Q4: What does it all mean for local enterprises and social media Conclusions • Don’t expect there to be lots of social media discussion about a local shop and don’t expect an event to drive that many extra mentions • There is a potential opportunity if you can get your client to tweet or blog as this is not a competitive market and will drive them up higher in search results on google and bing • Local newspapers and journalists are usually very popular, with lots of people listening to them and therefore a great way to promote an event or business • Use of social media is still growing very quickly and so in a year time these numbers could easily be 2-4 times bigger

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