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2 0 1 9 L S M B E N C H M A R K R E P O R T

Localized social marketing or LSM has been proven to drive increased traffic and sales to local businesses. See how LSM leaders are growing their sales 3x's more than their peers - or request the LSM Benchmark results for your brand.

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P R E S E N T E D  B  Y

SOCi is the leading social media marketing and reputation management platform for Multi-location businesses. With a dual focus on protecting the brand while empowering local agents/franchisees, SOCi has developed more than a dozen marketing tools as well as unique multi-layered permission systems, workflows and approval solutions to help brands succeed in social media and reputation from corporate to the local business. Visit website >

The Local Search Association (LSA) is a not-for-profit industry association of media companies, agencies and technology providers who help businesses market to local consumers. LSA has about 300 members in 20 countries and the Association helps these members realize the power of local marketing and commerce through conferences, consulting, insights, advocacy and more. Visit website >

WHY BUSINESSES NEED A BENCHMARK FOR LOCALIZED SOCIAL MARKETING

When done effectively, localized social marketing or LSM can propel brands to the top of organic search results, build and maintain a highly engaged base of loyal customers and drive increased traffic and sales to local businesses. In fact, localized social marketing is the largest untapped opportunity in the Franchise Marketing space today –and the main reason why this type of research is so important.  

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A B O U T  T H E  L S M  B E N C H M A R K R E P O R T

L E A D I N G  B R A N D S  B Y  C A T E G O R Y

BUSINESS SERVICES
The UPS Store


HOME SERVICES
Chem-Dry
Mosquito Joe


REAL ESTATE
Keller Williams Realty

RETAIL, CONVENIENCE
uBreakiFix


RETAIL, GENERAL
Ace Hardware
Budget Blinds
Edible Arrangements


AUTO PARTS & SERVICES
Valvoline Instant Oil Change


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FOOD & BEVERAGE
McAlister's Deli


HOTELS
Courtyard by Marriott
Holiday Inn Express


PERSONAL CARE SERVICES
The Camp Transformation Center


EDUCATION
The Learning Experience Academy of Early Education


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T O P  1 0   B R A N D S - O V E R A L L

The Localized Social Marketing Benchmark Report (LSM Benchmark Report) is a collaborative research project conducted by the Local Search Association, the leading global association helping marketers and agencies realize the full potential in localized marketing and SOCi, Inc., the leading platform for social and reputation management for multi-location brands.  

The research examines the top franchise marketing brands on their performance in localized social marketing in three key areas: 

  1. The brands’ localized presence
  2. Customer care (in the form of local ratings and reviews)
  3. Local community engagement

Brands and their franchise affiliates can’t simply rely on “top-down” brand marketing from a corporate presence to engage local consumers. The data below is proof as to why brands and their franchises must have a localized social marketing strategy:

  • 91% of consumers use search to find business information locally (LSA, 2018)
  • 72% of user engagement and 66% of brand-related impressions happen on Facebook location pages and not on corporate pages (SOCi, 2018)
  • The majority of local consumers (nearly 70%) use social media to help resolve customer care issues (JD Power, Franchise Industry Marketing Survey)
  • Reviews are an explicit local search ranking factor (Google)

Download the report now to learn more!

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HOW THE RESEARCH WAS CONDUCTED

The 2019 LSM Benchmark research studied a total of 163 Franchise brands (a combination of the top 100 largest brands by Franchising Times and the 100 fastest growing brands based on Entrepreneur’s List) – ranking each on a 100-point scale. Scoring was determined by examining a random selection of 100 locations for each brand on localized presence, care and engagement on top platforms including Google My Business, Facebook and Yelp. The result is a clear understanding of what success looks like (or benchmark) in LSM for the Franchise Marketing category overall and by specific industry. 




Based on the LSM Benchmark Research, the top 10 brands in localized social marketing are growing 
3X’s their category peers based on a 5-year trend of each brand's revenue growth rate!

163 
FRANCHISE BRANDS

16,000 
INDIVIDUAL LOCATIONS 

50,000 
LOCAL PAGES

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